Interesting and useful articles about marketing, our product and online communications

Tips for Digital Marketing & Sales in Altcraft Blog

Our experts will guide you in maximizing the effectiveness of Altcraft Platform for achieving your goals.

Elevate Your Business 
to a New Level

By continuing to use our site, you consent to the processing of cookies that ensure the proper functioning of the site.

Download documentation

Anti-Spam policy

Blog

Contacts

Support

Partners

Pricing

Privacy Policy

Why Altcraft

Page not found

Help Center: Guides on How to Use Altcraft Platform

Personal data policy

Privacy Policy
and personal data policy

Request a demo | Fill Out the Form | Altcraft Platform

Get Started With Altcraft's Software

Why business chooses Altcraft

processing of personal data

You can ask us your questions. Our experts are ready to answer them within the working day.

What else 
would you like to know?

How to set up a tracking pixel

What is a loyalty program

How to create a customer database

How to manually import customer data

You may be interested

<Img
img="/uploads/new_year_marketing_bebbc2804c.png"
alt="New Year's Marketing"
/>

Every year, already at the beginning of December, cities are captured by New Year’s euphoria – shops are decorated with trees and themed decor, and brands launch holiday advertising campaigns both online and offline.

This time is called the “hot” season, especially in retail which traditionally remains the most important supplier of gifts. Before the New Year, receipts and sales amounts increase, and correct and timely marketing can multiply them.

Therefore, every year marketers choose which promotions to launch in December to finish the year effectively. In the article, we have collected examples of new brand campaigns that are worth paying attention to. Save ideas for your New Year’s marketing.


###  Why New Year’s marketing is profitable

Consumers tend to make purchases faster before the New Year because they often have to choose gifts at the last moment. A profitable promotion can encourage them to make a purchase.

People are accustomed to New Year’s marketing and are already anticipating special offers from brands. Customers begin to look more carefully at the messages they receive through different marketing channels so as not to miss out the benefits.

Holiday marketing before the New Year provides an opportunity to simplify the choice of gifts for customers, specifically by suggesting ready-made solutions in email newsletters, via push notifications, or [**messengers**](https://altcraft.com/features/messengers). This can increase sales and customer loyalty, as customers will be grateful to the brand for saving their time.

New Year’s promotions and sales can attract new customers and bring back old ones. Therefore, developing a marketing strategy before the New Year is a crucial stage in business.


## The rules for a successful New Year’s marketing campaign

**1. Effective advertising is timely advertising.** Plan [**New Year’s promotions**](https://altcraft.com/blog/email-campaigns-about-promotions) in advance and take into account past results: identify peak sales periods, top-selling products, and the most successful promotions and content. This way you will find the best time to launch New Year’s advertising and avoid repeating mistakes.

**2. Evoke emotions and holiday atmosphere across all marketing channels.** Let the client feel the New Year’s mood. Use creative designs, heartwarming pictures, and videos associated with the holiday. Don’t be afraid to stand out.

**3. Keep New Year’s content light-hearted.** Avoid discussing serious topics. Share holiday life hacks, jokes, and offer games and interactives.

**4. Make personalized offers.** While customers often switch into buying mode during this season, [**personalisation**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) remains crucial. Your competitors are also running New Year’s advertising campaigns, competing for the same clients. And the automation of internet marketing will help you win. Plan promotions in advance based on the data that [**the CDP Altcraft Platform**](https://altcraft.com/) will collect for you, and conduct mailings in a single-window mode.

## Examples of New Year’s advertising campaigns from brands

### Promotions and discounts

The simplest but still relevant solution for the New Year’s campaign is to reduce the price of your products. It’s important that the discounts are significant for the client.
For example – the New Year’s discount calendar from SberMarket.

<Img
img="/uploads/discount_calendar_from_sbermarket_6535555d2d.png"
alt="Discount calendar from SberMarket"
/>

SberMarket also offers ready-made product selections for the New Year.

<Img
img="/uploads/ready_made_product_selections_96e1eac956.png"
alt=" Ready-made product selections by SberMarket"
/>

### Selections of images and gifts

Online stores place special holiday selections on the front pages of the site to simplify the choice of a gift or New Year’s image. For example, the Street Beat store put up a special selection of gifts for various interests.

<Gallery>
<GalleryItem
original="/uploads/holiday_selections_539d778d2c.png"
thumbnail="/uploads/holiday_selections_539d778d2c.png"
/>
<GalleryItem
original="/uploads/streetbeat_holiday_selections_1aa1431a9e.png"
thumbnail="/uploads/streetbeat_holiday_selections_1aa1431a9e.png"
/>
</Gallery>

### Countdown

Waiting for New Year’s Eve is a tradition, and for marketers it’s another technique to remind customers to buy gifts. The brand’s website launches a countdown  to the days until the New Year. For example, Yves Rocher company.

<Img
img="/uploads/yves_rochers_website_countdown_872c72aacf.png"
alt="Yves Rocher company"
/>

### New Year’s decoration

The easiest thing to do for New Year’s marketing is to add thematic design to the site, application and banners. Let’s consider an example of how the Gold Apple store created a game with thematic design in the application and on the website.

<Img
img="/uploads/the_gold_apple_game_with_thematic_design_81ddd3acd5.png"
alt="The Gold Apple store created a game with thematic design"
/>

### Interactive

Games, predictions, and other entertainment content with which you can interact. It attracts attention and engages users. The “Myth” publishing house invites you to go on a trip and follow the path of a hero. Open windows with gifts and pick up promotional codes.

<Img
img="/uploads/the_myth_publishing_house_path_of_a_hero_9f18d3f76f.png"
alt="The path of a hero by the “Myth” publishing house "
/>

### Raffles and gifts

On New Year’s Eve, we always hope for a miracle, such as winning a prize or receiving a gift from a brand. Big companies with their ecosystems reach a large audience at once and take into account different interests. For example, the Reiss store organized a 12-day drawing of their brand’s gifts.

<Img
img="/uploads/the_reiss_brands_gifts_f98845c720.png"
alt="The Reiss store organized a 12-day drawing of their brand’s gifts"
/>

<Img
img="/uploads/reiss_store_organized_gifts_31590da61d.png"
alt="The Reiss store organized a 12-day drawing of their brand’s gifts"
/>

### Nostalgia

New Year is the time to sum up and immerse yourself in memories. That’s why nostalgia is involved in holiday marketing here. Spotify has a cool feature to sum up your listening history.

<Img
img="/uploads/sum_up_your_listening_history_by_spotify_cfafef5d7c.png"
alt="Spotify has a cool feature to sum up your listening history"
/>

### Useful content

Before the New Year, it’s not necessary to share recipes and films for the holidays. Educational content is also suitable for the New Year’s campaign, the main thing is to keep it light. The Higher School of Economics invites you to watch interactive videos about artificial intelligence.
 
<Img
img="/uploads/interactive_videos_about_artificial_intelligence_5a95fdb059.png"
alt="Interactive videos about Artificial Intelligence by HSE"
/>


### Offline advertising

Every year, city streets, malls, and company offices are decorated for the holiday to create a New Year’s mood. This decor attracts attention and increases brand awareness because people like to take pictures with bright installations.
Chanel has beautifully decorated the facade of building in Paris this year.

<Img
img="/uploads/decorated_the_facade_of_building_chanel_261d0d11cc.png"
alt="Chanel has beautifully decorated the facade of building"
/>

Also, consider an incredible installation on the facade from the Dior brand.

<Img
img="/uploads/facade_from_the_dior_brand_1849622031.png"
alt="Installation on the facade from the Dior brand"
/>

## Summary

New Year is not only a time of miracles but also creative marketing campaigns and increased sales. People start to buy more actively and become more loyal to brands. Therefore, businesses should consider promotions, discounts, and other ways to attract customers and encourage gift purchases.
Effective marketing for the New Year is the one that is thought out in advance. It’s important to create emotions and a holiday atmosphere, provide light-hearted content, and personalize offers.
The main formats of holiday advertising campaigns include sales with significant discounts, selections, interactives and prize draws. It’s also important to decorate both offline and online brand resources for the New Year to capture attention.

















In this article, we talk about examples of new brand campaigns that are worth paying attention to and saving ideas for your New Year's marketing

medium_new-year-marketing.png

small_new-year-marketing.png

thumbnail_new-year-marketing.png

new-year-marketing.png

About which brand New Year's campaigns are worth paying attention to.

Holiday marketing before the New Year, bright brand campaigns

The New Year’s Marketing: Bright Examples of Brand Advertising Campaigns

<Img
img="/uploads/ad_labeling_2857e33518.png"
alt="Advertising Labeling: Promotion Under New Rules"
/>

On September 1, 2022, the advertising market underwent significant changes due to amendments in the [**advertising law**](https://www.consultant.ru/document/cons_doc_LAW_58968/) that came into effect on that date. What changed is that all online advertisements promoting goods and services must now be labeled in a specific way. The aim of these changes is to make the advertising market more transparent and reliable for all its participants.

For a whole year, everyone prepared for the new rules, and as of September 1, 2023, penalties for the absence of proper labeling on advertisements have been activated.

According to a [**survey**](https://www.retail.ru/vote/78/) conducted by the Retail.ru portal in August of this year, 49% of respondents had just heard about this innovation and were planning to start understanding it. Now, the law on advertising labeling is fully in effect, and ignoring its requirements is no longer an option.

This article provides up-to-date information on the new rules, penalties, and where advertisements are automatically labeled.

## Advertising labeling and its meaning 

Advertising labeling is the process of registering all advertising campaigns in a unified resource, which includes obtaining a special identifier (token). Each marked post must contain information about the company promoting itself online.

All the information is submitted to the Unified Registry of Internet Advertising, which is monitored by the following authorities:

- Federal Antimonopoly Service of the Russian Federation; <p>
</p>
- Federal Tax Service of Russia; <p>
</p>
- The Federal Service for Supervision of Communications, Information Technology, and Mass Media.

Information about the advertising is only visible to these organizations and the creators and ordering customers. It is submitted online through a specified form in a personal account.


### Which ads are accurately labeled

In 2023, advertising labeling applies to all advertisements promoting something.

The law defines advertising as information:

- distributed through any communication channels, formats, and means; <p>
</p>
- targeting a certain (precisely unknown) audience; <p>
</p>
- intended to draw attention to products or services, create and maintain a high level of attention to them, and promote them.

However, informing customers about a company's operations or product variety is not considered advertising.

The following types of content fall under labeling: contextual ads, social media targeted ads, [**product-related videos**](https://altcraft.com/blog/video-marketing-for-brand-promotion), broadcasts, promotional posts, stories, podcasts, and other content with integrations, link and QR code placements, and collaboration with bloggers.

Reviews initiated by individuals are not considered advertising; they are classified as information.

**Example:**

*A female blogger went to a beauty salon for a hair coloring session that she paid for herself. Afterward, she wanted to share her impressions of the service and overall experience. During her storytelling, she mentioned the salon without encouraging others to go there or providing additional incentives (promocodes). Such a review is not considered an advertising announcement.*

It is permissible to publish information about your product or service range without labels if you don't highlight anything specific in terms of style. It's also essential to integrate them seamlessly into your content. Therefore, advertising labeling on the internet is not required in such cases. Links to your events, subscription-based resources, and similar content can be published without a token.

However, if a banner with a promotional offer is in a separate section on the website and includes a call to action for making a purchase, then it qualifies as advertising.

**Forget about labeling if you're publishing:**

- Product listings on an aggregator;
- Email newsletters;
- Descriptions of a company's activities and its products;
- Push notifications;
- Advertising inserts in TV broadcasts and radio;
- Social media videos and posts;
- Native integrations without a clear emphasis on the product.

**Example:**

*On a clothing brand's website, they have products listed with descriptions and prices; essentially it’s a product showcase where the store informs customers about its range. There's no need to mark these listings. However, if there's a banner on the website's front page that says "Up to 50% off the autumn collection," such an announcement cannot be published without marking.*

<Img
img="/uploads/markirovka_ne_nuzhna_5147a83b69.png"
alt="Product showcase needs no labeling according to new rules"
src="Product showcase needs no labeling according to new rules"
/>

## Proper marking advertising

Marking advertising according to the rules typically follows this process:

**Advertiser (or intermediary) → Advertising Data Operator (ADO) → Unified Register of Internet Advertising (URIA).**

<Note>
It's essential to decide in advance who (the clients, distributors, intermediaries) will go through this process; otherwise, everyone may be held legally responsible. Special agencies can submit documents on behalf of all participants, but only if there is a contract.
</Note>

Participants in an advertising campaign who may be penalized if something is done against the rules include:


<Table>
| Participants of ad campaigns | Description |
| ------ | ------ |
| **Offering customer (aka advertiser)** | It can be a business or an individual that is promoted through advertising. |
| **Advertisers (publishers)** | These are owners of online resources (website, blog, group in social networks), where they publish ads from customers for money or barter. |
| **Advertising platforms** | Platforms for publishing targeted and contextual advertising: Yandex services (Direct and others), VK, myTarget, etc. |
| **Mediators** | Special agencies, private individuals (freelancers), services to whom the rest of the campaign trusts the right to transmit information to the ADO. |
</Table>



## Rules for marking advertising: breaking it down step by step

What you need to do to launch advertising and sleep soundly:

1. Gather all the information about the advertising campaign, including the creative materials and texts, to send to the Advertising Data Operator (ADO). There are several official organizations that have received permission from the Federal Service for Supervision of Communications, Information Technology, and Mass Media for this activity. The client of the advertising or other participants in the campaign do this themselves (depending on the agreements).

The ADOs currently accredited by the Federal Service for Supervision of Communications, Information Technology, and Mass Media include: "Yandex," "MediaScout," "Ozon ADO," "First ADO," "VKontakte," "ADO-A," "ADO Development Laboratory."

**What to send to the ADO before publishing advertising:**

- description of the advertised product; <p>
</p>
- advertising format; <p>
</p>
- platforms for publication; <p>
</p>
- ad types (text, creative, video, audio);  <p>
</p>
- data about the audience that will see the advertisement; <p>
</p>
- campaign duration or the date of the ad post; <p>
</p>
- contracts with all participants in the advertising campaign.

However, it's essential to first establish a contract with the ADO. Include details such as taxpayer identification number, participant company details, the contract itself, platforms where the ads will be placed, and costs.

Companies can delegate the task of providing information to a third-party organization or freelancer. In this case, a separate contract will need to be signed or amendments made to an existing one.

Some platforms have simplified this process by becoming ADOs themselves (such as "VKontakte" and "Yandex"). This makes it easier for companies to mark advertising on social media (specifically VK) and when launching context ads through Yandex.Direct. The client typically accepts the platform's offer and launches their ad promotions.

2. Obtain the advertising marking token (instantly generated by the ADO) and insert it into the advertising content (post, banner, etc.). This token is a label that includes the word "erid:" followed by a set of alphanumeric characters in Latin. Additionally, the advertisement should include the label "Advertising" and specify the company's information (the advertiser). Typically, this includes the legal entity name and the taxpayer identification number.

Example of the token:

<Img
img="/uploads/primer_tokena_v_markirovke_0a1208a0a8.jpg"
alt="Example of the token for ad labeling"
/>

If it's possible to add a link to a post, then this code is embedded within it. It would look something like this: **https://site.ru/?erid=NNN**

Another option is the AdChoice menu, which typically consists of three dots in the corner of the advertisement.

**NNN** represents a code made up of numbers and letters.


3. Generate a report for ADO about the campaign results, including impressions and the budget spent. Provide service reports and information about the platforms used within thirty days from the end of the month in which the advertising was displayed. The ADO will forward all this information to the Unified Register of Internet Advertising (URIA).

Example of advertising marking from VKontakte:

<Img
img="/uploads/markirovka_reklamy_v_vk_eabbaca1d3.jpg"
alt="Example of advertising marking from VKontakte"
/>

The identifier is placed within the AdChoice block, and at the bottom, the brand that launched the advertisement is indicated.

Here's another example where a marketing campaign is published with marking from a Telegram channel. In this case, the token is placed directly on the banner, and the company's name along with the taxpayer identification number is placed at the end of the post for compliance purposes.

<Img
img="/uploads/markirovka_v_telegram_kanale_80da55f653.jpg"
alt="Ad labeling, example of token on the banner"
src="Marketing campaign with token in the Telegram channel"
/>

<Img
img="/uploads/markirovka_inn_kompanii_748b3c9071.png"
alt="Ad labeling, example of taxpayer identification number at the end of post"
src="Taxpayer identification number at the end of post"
/>

This is what an advertisement in an advertising block on a media website might look like:

<Gallery>
<GalleryItem
original="/uploads/2_markirovka_v_reklamnom_bloke_6dac75a348.png"
thumbnail="/uploads/2_markirovka_v_reklamnom_bloke_6dac75a348.png"
src="labeled ads advertising block on a media website"
/>
<GalleryItem
original="/uploads/1_markirovka_v_reklamnom_bloke_5dac324d80.png"
thumbnail="/uploads/1_markirovka_v_reklamnom_bloke_5dac324d80.png"
src="labeled ads advertising block on a media website"
/>
</Gallery>

## Ad labeling on the most popular platforms 

### Yandex.Direct


Yandex [**has the right to issue tokens**](https://yandex.ru/support/direct/technologies-and-services/ad-labelingl.html) through its Advertising Data Operator. The service automatically adds the word "Advertisement" to ads and includes company information (such as the taxpayer identification number or other details). To allow the platform to do this, you only need to accept [**the offer**](https://yandex.ru/legal/oferta_direct/).

Yandex itself creates descriptions for advertising cards (including brand, product, and content) based on specified parameters. However, it's advisable to manually edit them if needed.

### VKontakte

VK Advertising [**automatically sends**](https://ads.vk.com/en/insights/marking-law) data to the Unified Registry of Internet Advertising because the social network has registered its Advertising Data Operator. If you launch advertisements independently through your personal account, no additional information is required. However, when using an agency account, you will need to accept the offer and fill in the necessary fields. Agencies should also add reports on their work with clients to the platform.

### myTarget

This platform uses the ADO of the company "VKontakte," so sending information to the Unified Registry of Internet Advertising is also automated here. Advertisers will need to accept the offer and create ads.

### Telegram Ads

Telegram's advertising platform does not provide automatic marking, so you'll need to follow these steps manually:

- Fill in your brand information in Telegram Ads; <p>
</p>
- Generate a token (any ADO will work); <p>
</p>
- Add the label to your ads; <p>
</p>
- When the campaign is completed, create reports for the operator on your own.

## How much you will be fined for not labeling an advertisement

The fines for the absence of advertising labeling will now be enforced. Starting from the beginning of autumn, you can be penalized if your advertisements do not contain marks indicating registration in the operator's database.

Fines can also be imposed for incorrect data. Previously, no fines were applied during the transitional period.

The amount you will have to pay depends on your status: companies, individual entrepreneurs, and officials will face different penalties.

<Table>
| Who pays | Penalty in rubles |
| ------ | ------ |
| Individual person | 30000–100000 |
| Legal entity | 200000–500000 |
| Public official | 30000–100000 |
</Table>


If the advertisement is unlabeled, then:

<Table>
| Who pays | Penalty in rubles |
| ------ | ------ |
| Individual person | 30000–100000 |
| Legal entity | 200000–500000 |
| Public official | 100000–200000 |
</Table>


Operators can also be fined if they fail to provide information or if the information they provide is incorrect.

<Table>
| Who pays | Penalty in rubles |
| ------ | ------ |
| Public official | 100000–200000 |
| Legal entity | 300000–700000 |
</Table>


**What if the advertisement was launched before September 2023?** There will be no fines for such ads. For articles with advertising, there must be a publication date, otherwise, it will be impossible to justify the absence of marking.

### How businesses should adapt to the new marking system

The 2023 law on advertising marking cannot be repealed, so businesses have no choice but to adapt and get used to the new way of working.

**What's important for companies:**

- Register within the Unified Registry of Internet Advertising through "Gosuslugi" (a government services portal). <p>
</p>
- Study the changes in the rules of advertising platforms and provide the necessary information according to their requirements. <p>
</p>
- Modify contracts with intermediaries if you work with them.


## Some features in the rules for marking advertising announcements

- Only advertising that circulates in Russia is marked. Moreover, even foreign companies must register their ads if they are promoting themselves within our country's territory. However, if a Russian business is advertising on a foreign market, no marking is required. In this case, it is also permissible to promote through Russian services without registration. <p>
</p>
- For online broadcasts, tokens can be obtained after their publication. Then, the identifier will appear in the description. <p>
</p>
- Each creative is assigned a separate unique label. It is not allowed to copy the same ID for all at once. <p>
</p>
- Barter transactions are also marked according to the general rules.

## Conclusion

Advertising that circulates within the territory of the Russian Federation is now registered in a single resource – the Unified Register of Internet Advertising.

This information is sent there by advertising data operators. Starting from September of this year, marking of advertising is inevitable for any business that is promoting itself in Russia.

Any advertising is marked with special symbols (the ADO generates a token), the mandatory word "Advertisement," and customer data. When the campaign period ends, the ODA must provide a report on the ad impressions, budget, and work performed (via acts).

Mandatory advertising marking is a new headache, as it is likely to be closely monitored. Ignoring reporting deadlines and improperly documenting advertising information carries the risk of fines ranging from ₽10,000 to ₽700,000.

Advertising labeling involves registering all ad campaigns in a centralized resource using a unique identifier, or a token.

medium_markirovka-reklamy.png

small_markirovka-reklamy.png

thumbnail_markirovka-reklamy.png

markirovka-reklamy.png

In this post, you will find up-to-date information on the new rules, penalties, and where advertisements are automatically labeled

Advertising Labeling: How to Promote Under New Rules

Advertising Labeling: Promotion Under New Rules

<Img 
img="/uploads/Blog_1_cd297e1f7d.png"
alt="What is Retargeting and Why Does Business Need It"
/> 

When users first visit your site, they don't always take the desired action. Someone is looking for more information, and someone needs to be pushed to a decision. For others, it’s enough just to remind them about the product that they browsed on the site earlier.

There is retargeting for this. It is a marketing method that does not allow users to «go far» and motivates them to return to the website and take some action. Retargeting campaigns are banner ads that catch up with users on other sites, social networks and apps. According to statistics, [**three out of four**](https://www.invespcro.com/blog/ad-retargeting-2/) users notice such ads, so this method works great. [**70% of people**](https://www.invespcro.com/blog/ad-retargeting-2/) who see a retargeting banner are more likely to return to your site and buy.

Let's take a closer look at what retargeting is, what benefits it gives your business and how it works.

## What is retargeting

Retargeting is an ad that a user sees after their actions on a company's website, app, or social media. Retargeting campaigns can show users:

- pages they have visited;
- products that were browsed in the online store, but did not place an order.

The purpose of such an advertising campaign is to lead a person to conversion through [**a call to action**](what-is-cta). However, this call is not placed on the brand site, but on other platforms on the Internet. Retargeting is set up for a «cold» audience that is not familiar with the brand, and for «warmed up» customers who have visited the company’s website more than once, but still have not bought.

Retargeting reaches the user through banners on other sites, social networks and mobile applications where advertising is possible.

## Retargeting and remarketing are not the same

These concepts are often confused, but there are differences:

- Retargeting is a campaign for new users who have not yet made a purchase. Such advertising reminds of the brand and increases its awareness.
- Remarketing is a way to retain existing or interested customers and encourage them to buy. In this case, marketers use not only advertising, but also email campaigns.

## Why your business needs retargeting

Advertising usually works for new users. They are not yet in the sales funnel, and it is not necessary that they ever get there. Retargeting audiences are users who are already in the funnel, because they have interacted with the brand. Building communication with them is easier, and retargeting is cheaper.

**What are the benefits of retargeting for businesses?**

- Increasing awareness. For this purpose, retargeting is used by 70% of marketers. Here's how it works. The user starts to come across your brand, products and offers more often. When a person finally has a need for a product or service, your brand will be the first thing that comes to their mind.
- Increasing LTV (Сustomer Lifetime Value). As a result of this, you will get more revenue from users who buy again and again.
- Promotion of the client through the sales funnel and prevention of abandoned carts. Retargeting reminds about left and viewed products, pushes the user to return to the order. This is how the number of purchases grows — according to statistics, the conversion rate increases to 150%.

## How retargeting work

The user views the content or product on the site or in the mobile app, and later when he visits another digital platform, he sees an advertisement for that object. Retargeting can be set up using Google Ads, social networks, and other services. How it works:

1. A pixel is installed on the site. It is a piece of code that [**tracks the actions**](ak-pixel) of visitors on web pages.
2. Advertising is configured for the audience that the pixel has collected. If you use Google Ads, ads are shown on Google search results and its advertising network (YouTube, Gmail, etc).
3. When the user performs an action on the site (for example, he adds a product to the cart, but does not complete the purchase), the ad finds him and reminds him of an incomplete order.

In most cases, retargeting ads are banners with text and a caption.

## Types of retargeting

There are two types of retargeting depending on the source of information for the campaign. Possible options:

- **Using an existing contact list**. Email addresses or phone numbers are uploaded to social networks like Facebook or Twitter. If there are matches with the data of registered users, the platform serves retargeting ads just to them.

- **Using pixel data**. Ads are displayed to anonymous users after they visit your site. It is a popular and fast way.

*For example, the man went to the pet store website and was browsing the parrot food section. After a while, he sees an advertisement for bird food from this site.*

Retargeting also differs depending on the type of activity:

- **User behavior** on the site or in social networks: clicks, views, incomplete applications, likes, reposts.
- **Search queries**. Retargeting ads will be displayed to a user who has searched for specific products. Such a campaign is set up by keywords.

For example, a person used a search on the website and entered “tourist tent”. In advertising, he sees different models of the tent offered by that site.

There are also static and dynamic retargeting:

- **Static retargeting** shows general brand information. Campaign segments are known in advance. These are all visitors to the site or a particular page, and so on. The advantage of this type of ad is reaching more users, but the disadvantage is the lack of personalization.
- **Dynamic retargeting** takes into account the interests of the user, and shows the specific products or services that this person viewed. Such retargeting is personalized and useful for online stores. 

*For example, a person viewed the page of the N brand smartphone on the website, read the description and reviews, but did not place an order. In this case, advertising of this gadget begins to haunt him.*

## How to set up retargeting

On each platform, retargeting is technically configured in its own way, but the general principles are similar. Let's look at the sequence of actions.

1. **Define a goal**. What do you want to get from the campaign? It can be a decrease in the number of abandoned carts, content virality, an increase in conversions, and so on.
2. **Choose which users to show ads to**. Any website visitors or those who have entered a certain section, or those who are interested in some product?
3. **Come up with a call to action for the ad**. What to offer in advertising: return to the website or place an order.
4. **Set the timing of the marketing campaign**. How long will the banner ads be shown to the customer? You can’t follow the user forever in the hope that he will someday give up and buy.
5. **Select the ad sequence if they are different**. For example, you can show general information first, then promotions, a video, and so on.
6. **Make settings in the selected service** (advertising account of the social network, Google Ads or another). The retargeting campaign is launched for the audience collected through the pixel or for contacts whose data is stored in your database. You can also use the look alike model — the system selects suitable users to display an ad according to existing criteria.

## Retargeting examples

An online clothing store shows similar products that customers have recently searched or viewed.

<Img 
img="/uploads/1_6e3e3fa8da.jpg"
alt=""
/> 

Here is an example from ModCloth. The company follows users and informs them of new arrivals:

<Img 
img="/uploads/2_770da4d2f0.png"
alt=""
/> 

Digital Marketer shows a specific topic that was of interest to the user. This way, if someone visits an article about advertising, they will see an ad for "ad templates" that they can get for free:

<Img 
img="/uploads/3_1345645a92.jpg"
alt=""
/> 

When you search for a phone in online stores, the search engine may show you related products, such as a phone case:

<Img 
img="/uploads/4_eeee6ee146.png"
alt=""
/> 

Users searched for graphic editors. And this is the ads they can see later:

<Img 
img="/uploads/5_505d790759.png"
alt=""
/> 

Another example of retargeting after viewing travel tours:

<Img 
img="/uploads/6_024c7168da.png"
alt=""
/>

## Conclusion

A retargeting campaign is a re-display of information about a company or specific products to a user after visiting a website, social media, or brand app.

Retargeting will increase brand awareness and conversions. It is often used to remind customers of abandoned carts on a website. Do not confuse this method with remarketing, which works to retain existing customers. Retargeting is set up for new users who have already interacted with the brand.

There are dynamic and static retargeting. The first is more personalized and shows the specific products that a user has viewed on the site. The second is just general information. Campaigns can also be set up according to the behavior of users on the website or for specific search queries. For retargeting, the audience collects a pixel (the code that works with cookies on the site), or the company uses its contact database.

In this post, we'll talk about what retargeting is, how it works, and how businesses use retargeting campaigns to increase conversions.

medium_Блог (1).png

small_Блог (1).png

thumbnail_Блог (1).png

Блог (1).png

Retargeting is an opportunity to recapture potential leads if they left your site without converting or meeting a marketing goal.

What is Retargeting and Why Does Your Business Need It

Retargeting: Definition, Types, Steps

<Img 
img="/uploads/Blog_9d32e26a52.png"
alt="5 Techniques Marketers Use to Push Customers to Buy"
/> 

You buy a lot of everything you really need at an online sale, and after a while you realize that you spent all your money, but you have no idea on what. Do you know that feeling? I do.

My name is Daria Rodionova, and I am a content marketer at [**CRM-group**](https://emailsoldiers.com/?utm_source=mediaaltcraft&utm_medium=content&utm_campaign=emailsoldierscom), where we help brands build customer relationships. In this article, I have collected popular tricks that brands use to encourage customers to buy.

## You will receive a reward! But first, do something.

On the website of the Israeli cosmetics company Zielinski & Rozen, there is a banner that promises free shipping. To get it, you need to place an order of $100 or more and immediately pay for it. If you buy for $400 or more till June 6th, you will receive a limited edition gift. 

<Img
img="/uploads/image4_a750fc2f54.png"
alt="Banner on website"
src="Banner on Zielinski & Rozen website"
/>

This helps the brand to increase revenue and purchase conversion. The limited-edition product on the site cost $97, but consumers can get them "for free".

## Last item left!

The exclusivity of the product motivates the customer to make a purchase. According to the FoMo principle (Fear of Missing Out), users will buy a product much faster if they feel a shortage of it.

Some companies convince buyers in plain text. For example, ‘Call within ten minutes and get a discount and a second necklace as a gift!’. Others — come up with more subtle versions. For example, when customers are buying plane tickets, they see: ‘There are 2 tickets left at this price’.

<Img
img="/uploads/image3_7d19decf99.png"
alt="Product card"
src="Product card in Shiekh. It is highlighted that the last pair left."
/>

**Life hack: How to use your abandoned cart to get a discount**

<Note>
Most brands have a [**trigger workflow**](https://emailsoldiers.com/blog/vichy-triggers-dynamic-content?utm_source=mediaaltcraft&utm_medium=content&utm_campaign=vichy-triggers-dynamic-content) set up for a specific action. For example, if you add something to the cart and leave the site, the trigger will fire. So do not rush to place an order. Wait 2-3 days. There is a high chance that the company will want to get back the client, so it will send you a promotional code for an additional discount.
</Note>

## Do like me

A favorite blogger wrote a good review about a Mexican restaurant. An artist posted a story about a cool car sharing service. Do not underestimate [**influencers**](what-is-influencer-marketing-how-to-build-strategy) and the power of native advertising.

Here is Khloe Kardashian's review of vitamins for hair:

<Img
img="/uploads/image2_9e179bdeaf.png"
alt="Positive feedback"
src="A positive brand review expands your audience reach. You can alse use promo codes to track traffic and conversion."
/>

Take a critical look at information and remember that a nice bonus can be behind any native advertising.

## Easy to Lose and Impossible to Forget

The effect of trial periods for online products is similar to how offline retail works. You are offered samplers as a gift, only virtual ones.

In an ideal world, the client cancels the subscription a few hours before the end of the trial period, or keeps it, because he is ready to use the service for a whole year.

In reality, if the user has agreed to a free trial period, he has two options:

- The user forgets to cancel the subscription and is charged for the annual subscription. It takes a long time to return the money.
- The user bails on money and keeps the subscription, because he does not have time to cancel it.

<Img
img="/uploads/netflix_sub_1a1002eafd.jpg"
alt="Netflix trial period"
/>

To avoid this, don't be too lazy to turn off auto-renewal after the subscription. Sometimes it's hidden deep in the app, but this can save you a couple thousand.

## Everything is relative

Here is a classic trick of retailers. If you put a discount on a more expensive product, it will look more advantageous than a [**similar product**](https://emailsoldiers.com/blog/cross-selling?utm_source=mediaaltcraft&utm_medium=content&utm_campaign=cross-selling) with the same price without a discount.

<Img
img="/uploads/image5_2b70d95b4a.png"
alt="Two products of the same category"
src="Two products of the same category side by side - the first one is a little more expensive, but the discount captivates."
/>

It's a similar story when brands sell a larger product for a little more than a similarly small one. The savings may be false. For example, you may not have time to use up a liter of sesame oil by the expiration date. Or can a large cappuccino please you more than a medium one?

## Conclusion 

In the post, I have listed popular techniques in online marketing. Whatever new tricks marketers come up with, users need to be alert and make conscious decisions. Businesses, on the other hand, need to remain ethical, not use crude tricks, and prioritize solving customer problems.

In this article, we talk about popular online marketing techniques that companies use to get the user to make a purchase decision.

medium_Блог.png

small_Блог.png

thumbnail_Блог.png

Блог.png

Here is a list of popular tricks marketers use to get a user to make a purchase decision.

5 Techniques Marketers Use to Push Customers to Buy

5 Marketing Techniques to Push Customers to Buy

![neuroscience-in-marketing.jpg](/uploads/neuroscience_in_marketing_acf0e571b2.jpg)

Our thoughts, feelings and actions are simply the results of neural activity in the brain. Marketers widely use insights from neurobiology to guess consumers' desires.

Thanks to neurobiology, it is possible to predict consumers behaviour and even manipulate their decisions. Neuromarketing used to be considered an unconventional approach, but in recent years results of neurobiological researches have become much more popular among marketers. For example, they show that users rely on intuition when it comes to making risky decisions (such as buying from an unreliable online store) and that advertising banners on social networks attract more attention than those on blogs.

**According to Marketing Charts, 70% of marketers in 2020 used Facebook for advertising and 41% used Instagram.**

![Social media advertising.jpg](/uploads/Social_media_advertising_aa7153ae24.jpg)

## Neuromarketing techniques that worth trying out

### Loss aversion

For human beings, the pain of loss is stronger than the pleasure of acquisition. Think back to Black Friday: consumers are not only passionate about making a purchase because of big discounts on a product, but the idea that they will miss out on a good deal plays an important role. Amazon uses the same neuromarketing method when it lists products that will soon run out of stock.

### Decision paralysis

Consumers have a hard time making purchasing decisions. Paralysis theory explains it this way: when we have a large assortment of products in front of us, the brain actively analyzes them and eventually freezes into inaction for fear of making the wrong choice.

Usually, consumers are provided with a long list of goods, and so they get lost in front of the assortment. If you divide the list into groups that are easier to perceive, the result will surprise you.

## A scientific approach to marketing

Let’s turn to statistics. Creative agency Fabrik cites the following data:

- 90% of consumers' purchasing decisions are made subconsciously;
- human brain processes visuals 60,000 times faster than text;
- marketers spend up to 70% of their time attracting the attention of customers.

There are researches proving that advertising with people is more effective than advertising without them. Consider the packaging of Lay’s potato chips or Kinder Chocolate milk chocolate. On the former, you can see celebrities, on the latter — smiling children.

<Note>
Google, Disney and CBS have already invested in neurobiological marketing. If such «giants» are serious about neuromarketing, it makes sense to follow suit.
</Note>
![neuromarketing-based packaging.jpg](/uploads/neuromarketing_based_packaging_4d3fd31e1f.jpg)

### We suggest 4 ways to use neuroscience in digital marketing:

**1. Effective marketing requires emotions.** When your brand evokes a certain emotional response from the audience, people will subconsciously remember you as soon as the right trigger is launched. This is where visual neuroscience can be helpful.

**2. Pay attention to prices.** Have you ever wondered why the prices of many products are, for example, 299.99 or 399.90 euros, and not 300 or 400? Our brain subconsciously sees such numbers not close to the value, but quite different. The lower the price seems, the better consumers feel about it.

**3. Motivate your customers to share their experiences with you.** That way you’ll get new customers who already [**trust**](customer-trust) the brand thanks to the advice of their friends. Positive reviews will tell consumers more about your product than any commercial advertising.

**4. Different people choose different things.** It’s convenient to think of consumers as one large community, but different people react differently to the same service or product. Each person chooses what suits better his/her interests and maximizes the benefits. Think about how to capitalize on the preferences, emotions, and moods of different consumers in your marketing strategy.

![neuromarketing prices.jpg](/uploads/neuromarketing_prices_d69ad2f133.jpg)

## How to use neurobiology while creating content

You’ll engage with your customers on a deeper level if you take into account the psychological characteristics of your customers when developing your content marketing strategy.

**First**, look at people’s internal needs. Do you know a single person who doesn’t want to be satisfied and happy? Content that evokes positive emotions has great success.

**Second**, become an old acquaintance to customers. When we see something familiar and relatable, the brain produces dopamine, causing pleasure. So, use colors, fonts and graphics in your content that remind of you as a pleasant experience.

**Third**, avoid complexity. Content should be understandable. Anything your brain deems complicated turns into an unpleasant task. Simplify text with subheadings, bullets, and lists. It will end up being easy to read and better digested by the visual part of the brain.

**Fourth**, surprise the reader. Keep novelty in mind when developing content. Don’t just use the same words and phrases in a new way. Add images to articles and experiment with formats.

**According to HubSpot, more than 92% of marketers consider video an important part of their marketing strategy. That’s the highest figures since 2015.**

![Video in marketing strategy.jpg](/uploads/Video_in_marketing_strategy_f9e6d6ed46.jpg)

## Summary

Neuromarketing has come a long way in the last 15 years. Neurobiological research has proven to be a powerful tool in understanding human behavior. [**We’ve**](/en) provided examples of how to operate with visual neurobiology to increase [**brand recognition**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya) and emotion to awaken the brain. Follow the latest research in neurobiological marketing and put it into practice.

Thanks to neurobiology, marketers can predict consumers behaviour and even manipulate their decisions. Let's talk about the role of neurobiology in marketing strategy.

medium_neuroscience-in-marketing.jpg

small_neuroscience-in-marketing.jpg

thumbnail_neuroscience-in-marketing.jpg

neuroscience-in-marketing.jpg

Learn how marketers use neuroscience to attract customers.

How Neuromarketing Can Help Your Marketing Campaign

Neuroscience in Marketing: Practical Tips

![ak-dynamic-content.gif](/uploads/ak_dynamic_content_f2965a1924.gif)

Attention and care are very simple but at the same time very important components of any advertising campaign.A personalized email is the key to the long term friendly relations with your customers. Every day personalization increases its opportunities. Messages become more personalized and more useful for customers and that in its turn increases their life cycle activities.

Personalized emails and messages can increase your CTR and RPE.

## The source of data for personalization

The more information you have about your customers the more relevant offer you can make. Each word of your mail matters. If your offer isn’t relevant to customers needs it’ll go for nothing.

So, what is the data source for relevant offers? 

You can find some of them below:

- Sign up and lead generation forms. They help to collect personal data that was left while subscribing or filling in a form. That can be first name and last name, phone number and email address.
- Email. You get information based on customers activity with emails. For example, you can choose the best day and time for sending emails.
- CRM-platform. It can provide you information on customers’ performance on your website, their interests  etc.
- Information on clicks and customers actions with your previous emails.

Altcraft marketing platform makes it possible to use adjustable fields. That helps you to store any kind of information about your customer (for example the size of a t-shirt, birthdate etc.) and use it for personalized campaigns.

## What data can be used to create dynamic content?

- Demographic data. That can be name, age, phone number, the name of a company, occupation, email address.
- Geodata. Information about customers location.
- Customer’s behaviour, their psychological portrait. Behaviour on your site and in emails helps to identify customers interests, needs and wishes.
- Information about their purchased services and goods, their place in a purchase cycle.
- Any kind of data from other websites, that is relevant for your emails.

Depending on your aims it’ is possible to personalize anything you want to.

Dynamic content helps you to plan your advertising campaign beforehand, prepare relevant content and share up-to-date information by using JSON technologies and integration with other sources.

![ak-dynamic-json.png](/uploads/ak_dynamic_json_c1c43a4a7b.png)

## Make your customers feel they are special

A customer will be pleasantly surprised how you meet their demands and needs. The more personalized content you give the less “opt-out” customers you’ll get. You’ll always be able to offer your customer a personal bonus or discount, inform them about any changes and send them holiday greetings.

## Some examples of how to employ dynamic content in  email-strategy

### Simple personalization

The most common example of dynamic content is addressing your customer by their names. As known, a name is the most valuable sound for any person and if you aim to make interest with somebody call them by their names. 

If your database contains customer names it’ll be used instead of “lead.fname”, if not, a customer will get an email with а generalized phrase “Dear customer” (or any other phrase what you’ll choose).

### Gender

If you know the gender you can send personalized product recommendations to men and women.

![ak-dynamic-gender1.png](/uploads/ak_dynamic_gender1_60d896d540.png)

### Geolocation

If you know your customers location you’ll be able to send emails according to their local time zone and personalize your email marketing to people according to the place of their living.

![ak-dynamic-geolocation (1).png](/uploads/ak_dynamic_geolocation_1_2d336bb63b.png)

### Customer’s birthday

It’s an easy way not only to remind of yourself but also to please your customer. A warm congratulation and a little personal discount as a present put a smile on their face and they will like you.

![ak-dynamic-birthdate (1).png](/uploads/ak_dynamic_birthdate_1_964eb0c9be.png)

### Cart abandonment 

This kind of letters increase conversion rates up to 28%. That is why it is very important to remind your customers about their forgotten baskets.

![ak-dynamic-lost-cart (1).png](/uploads/ak_dynamic_lost_cart_1_0c017c56cd.png)

### Customers behaviour

This example takes into account customers activity and behaviour on your website: what are they  looking for?, how much time do they spend? What website sections are more interesting? In order to track their activity you just need to place a tracking pixel on your site.

### Up-to-date information on your or your partners website

Add to your e-mail reliable up-to-date information that changes every day, for example,  exchange rates, timekeepers for your promotional actions, stock-exchange quotations.

![ak-dynamic-currences (1).png](/uploads/ak_dynamic_currences_1_e2018ff1b1.png)

By applying dynamic content and segmentation, email marketing becomes more than just one of the ways to inform your customers. It is a high-performance marketing tool: you spend less time for marketing campaign elaboration and your statistics becomes better, that means your income increases too. Besides, it is the surest way to build customer relations on a long-term basis.

Personalized Marketing is a good way to get closer to your followers. Use your subscribers' data to make every marketing campaign unique for each customer.

large_ak-dynamic-content.png

medium_ak-dynamic-content.png

small_ak-dynamic-content.png

thumbnail_ak-dynamic-content.png

ak-dynamic-content.png

Every day personalization increases its opportunities. Messages become more personalized and more useful for customers and that in its turn increases their life cycle activities.

Personalization | Improve Communication with Customers

Dynamic Content. Personalize Your Emails

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Interesting and useful articles about marketing, our product and online communications

Don't forget to subscribe to our Blog