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Create a theme for the form by choosing the appropriate color scheme. Change the style and color of the text. Add photos and YouTube videos to the form. To do this, insert additional code into the required tag.

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Find out what your customers want through questionnaires and surveys. Getting feedback on time will work in favor of your business. If you respond quickly to customer feedback, you will increase their trust and brand loyalty.

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<Img
img="/uploads/top_digital_marketing_metrics_6028daab69.jpg"
alt="8 Top Digital Marketing Metrics to Track"
/> 

When we speak of marketing in the digital age, we no longer mean the vague feel-good awareness and light branding that we used to consider effective marketing. The digital age has made it necessary to employ highly scientific methodologies informed by very keen insights gained from the measurement of specific marketing metrics to track and predict business trends and patterns.

Marketing campaign metrics, also known as KPIs (Key Performance Indicators), are vital for monitoring and planning marketing initiatives and seeing how we might optimize them for best results. They form a sound base of knowledge by which marketers B2B business owners can formulate and implement all their business decisions.

Current technology makes it possible to automate many of these marketing functions. Even so, it will be helpful to understand the various types of digital marketing metrics and how they might be relevant to your business, which we’ll be getting into in this piece.

## 1. Return on Marketing Investment (ROI)

This is one of the most important marketing metrics today and refers to the calculation of how much value your marketing efforts generate. You will find your ROI by subtracting your marketing budget (social media, email, digital, print marketing, etc.) from your increased revenue or profit growth. The importance of determining this metric is to help executives decide how much they should spend on ongoing or potential future marketing campaigns.

A campaign with a negative ROI will need to be redesigned or completely shut down, while positive ROI campaigns should be extended or even expanded.

Any campaign with an ROI standing at or over 5:1 is considered particularly strong for most industries. Marketing departments will find this a powerful tool to help them justify their spending and compare what they are doing with competing organizations or brands.

<Img
img="/uploads/ROI_a5b6f260cd.jpg"
alt="Return on Marketing Investment"
/> 

## 2. Customer Lifetime Value (CLV)

The digital marketing and e-commerce landscape offer tight margins for profit in these hyper-competitive times, which is why companies need to find ways of maximizing their market share and revenue streams.

One of the essential metrics for marketing effectiveness is the Customer Lifestyle Value metric. This seeks to establish how much value in terms of purchases spanning their entire lifetime as a customer they represent to the company.

If, for example, a client makes purchases totaling $5,000 over the whole course of their relationship with you and you’ve spent approximately $1,000 in advertising and service costs, then the client’s CLV will be equivalent to $4,000.

The idea or usefulness of this marketing measurement is that it can give you insight into which clients to focus on when trying to maximize value, encourage growth, and maximize profits. Rather than seek out new clients in hard-to-penetrate markets, it makes more sense to develop your existing customer base.

<Img
img="/uploads/CLV_de91712ea2.jpg"
alt="Customer Lifetime Value"
/> 

## 3. Customer Acquisition Cost (CAC)

Here, an organization tries to estimate what it costs them to get a new customer or client for their goods or services. This KPI marketing metric is determined by calculating the total cost of your advertising, sales, and marketing department expenses and all related expenses divided by the number of new clients brought on board.

It is a valuable measure to determine for a business since a low cost of generating leads and subscribers will mean that it will cost you little to acquire new clients and thus generate more significant revenue and profits.

This metric has come about in recent years with the advent of the internet age, whereby consumer behavior can be tracked more efficiently, which has allowed organizations the tools to help them determine where to invest their money.

<Img
img="/uploads/CAC_a82e24c110.jpg"
alt="Customer Acquisition Cost"
/> 

## 4. Click-Through Rate (CTR)

This is one of the most valuable metrics for determining the effectiveness of an advertising campaign in the digital landscape. You will measure the click-through rate by considering the number of people who clicked on a link on your email or website after seeing it on their screen. If, for example, 100 people see your advertisement but only ten people click on it, then your click-through rate will be 10% (Ad Clicks/ Ad Impressions * 100).

When you have a high click-through rate, you can deem your advertisement or marketing strategy a success since a good proportion of the people exposed to your adverts are interested enough to click on it and potentially go on to become customers.

By analyzing this metric, you will determine which adverts need to be changed and which are effectively drawing in leads and potential clients. Even though this is a general rate, it still gives a beneficial picture of your target market’s behavior and ranks high on the list of examples of marketing metrics.

<Img
img="/uploads/CTR_fe7f42336f.jpg"
alt="Click-Through Rate"
/> 

## 5. Funnel Conversion Rate

Any helpful marketing metrics list will include the [**Funnel Conversion**](conversion-funnel-stages-and-optimization) Rate. Before a potential lead is converted to a customer, they will go through certain phases. These phases can be pictured in terms of a funnel, and this is because the number of people per stage will start off being much larger than it will be when they finally become your clients.

You can calculate your conversion rate by taking the Total Sales Numbers/ Number of Leads * 100. If you had 100 clicks, inquiries/leads but only 30 people made purchases, in the end, your conversion rate will be 30%. In the e-commerce world, this is a very healthy conversion rate, with most businesses reporting conversion rates of 2-3%.

This might seem like a tremendous waste, but the digital marketing world adjusts to this reality by maximizing the spread of their advertising reach at the least cost possible so that even such conversion rates translate to substantial customer numbers. Even at a 2% conversion rate, for example, a company with 10 million leads in a month will have 200,000 clients, which might be more than enough for them to make healthy profits. 

## 6. Cost per Action (CPA)

This refers to an affiliate marketing model whereby payment is triggered whenever a targeted user performs a particular action. Such actions vary widely in nature and may include purchase, a click, a subscription, signing up for a trial, filling a survey, making a download, and more.

This model is often referred to as Pay-Per Action (PPA) or Performance-Based Advertising since an advertiser will only have to pay once their desired action is completed. Such models call for significant conversion rates to make financial sense in most instances.

This is why most small to medium-sized businesses will utilize Cost-Per-Click (CPC) or Cost-Per Impression (CPM) Models, where low conversion levels will not be too harmful to profitability. This metric directly monitors how much a company invests in driving a particular action they desire. It is usually reported at monthly intervals.

<Img
img="/uploads/CPA_591520037c.jpg"
alt="Cost per Action"
/> 

## 7. Bounce Rate

In the simplest terms employed by Google themselves, website bounce rate refers to the percentage of single-page or single interaction sessions your website experiences. Here, visitors will land on a page but leave without clicking on anything or interacting with it in any way. This is why it is referred to as a ‘bounce.’

[**Email marketing**](pay-more) metrics include bounce rates that refer to the percentage of emails on a marketing campaign list that the intended recipient does not see because their server turned them away.

While email campaigns might be considered high ROI advertising methods due to their low costs, high bounce rates can still render them completely ineffective. Analyzing the bounce rates experienced by your website or email landing pages will give you a good measure of how engaging these pages are, giving you an idea of where you might need to improve.

Fixing high bounce rate issues to achieve optimal performance in marketing takes a good deal of analysis and attention to determine what is putting people off. You will need to consider your presentation, prices, site structure, email copy quality, website design, and so on as you troubleshoot the matter for practical solutions.

## 8. Net Promoter Score

This is a very widely used marketing metric that focuses on [**what customers think about your product**](how-to-use-customer-feedback-to-increase-sales) or service and whether or not they would be willing to recommend it to their family, colleagues, and friends. In most instances, the search for this information will utilize a single-question survey offered to clients.

The survey will ask the customers to choose a number ranging from -100 to 100, whereby negative numbers will indicate a negative attitude towards the company, while positive numbers show a favorable opinion.

A 100 answer will show that the customer has the highest view of the company possible, and vice versa. A Net Promoter Score is now arrived at by taking the average of these individual survey answers to achieve a reliable picture of how customers view the company in general and their willingness to recommend its services and products to others around them. Altcraft Platform has its own tool for creating NPS surveys — [**Forms**](/features/forms-and-surveys).

This marketing measurement is a handy one as it can give companies a warning when their customers are becoming unhappy to implement changes before they lose their clients completely.

## Final Thoughts

There are many key marketing metrics out there that can be used to analyze and monitor business initiatives and marketing performance. With advances in data gathering technologies and statistical methods, they keep growing in number.

To stay ahead of the pack, you must gain a deep understanding of what are marketing metrics and stay abreast of the developments occurring in this field. This is especially true if your work relates to in some way or relies on digital marketing.

By keeping track of your social, consumption, sales, and lead generation marketing metrics, you can keep your finger steadily on the pulse of your organization’s health. Our powerful [**marketing automation tool**](/ru) can help you achieve this simply, efficiently, and effectively. Give it a try today. 




Marketing metrics can help you better understand your business processes. ROI, CTR, CAC, LTV — learn more about how to calculate KPI in marketing.

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Marketing campaign metrics are vital for monitoring and planning marketing initiatives and seeing how we might optimize them for best results.

8 Key Digital Marketing Metrics | Important to Track

8 Top Digital Marketing Metrics to Track

<Img
img="/uploads/conversion_funnel_1f41a22aa2.jpg"
alt="Conversion Funnel: Stages and Optimization"
/> 

Conversion funnel analysis isn’t the most discussed digital marketing topic. But it may be one of the most important.

Funnel analysis helps you ensure that you are successfully moving prospects, leads, and customers forward as their relationship with your brand deepens. Each category of contact has its own conversion actions, such as subscribing to your email marketing list. These different actions are all considered within your digital marketing conversion funnel.

Your funnel conversion rate – also known as the sales funnel conversion rate or digital marketing conversion rate – is one of the most important metrics you can track and improve over time. It tells you how much raw traffic from each audience segment is taking the next steps necessary to ultimately become a customer.

But no simple conversion funnel template is enough on its own to understand how it all comes together.

With every small tweak in conversion funnel optimization, you make more money from your existing traffic. Once your digital properties are established, funnel optimization is often the activity that will get you the most bang for your buck. Let’s take a closer look at funnels, funnel metrics, and how to optimize conversion funnels.

## What Is a Conversion Funnel?

Funnels function to organize and conceptualize your goals for each stage of the [**buyer journey**](stroim-customer-journey-map), moving your new traffic from the prospect stage to the lead stage and finally the customer stage. 

A standard digital marketing funnel comes in three stages. At each stage, the contact needs more sophisticated content to take the next step. With that in mind, a large amount of traffic may enter the funnel, but only a small amount will reach the bottom, where the conversion from lead to customer takes place.

## The Stages of a Conversion Funnel

A standard digital marketing conversion funnel has three stages:

<Img
img="/uploads/example_ceadbbe5c2.jpg"
alt="Conversion funnel example"
/> 

### Top of the Funnel (ToFu)

All the traffic received by your website and your digital properties begins at the top of your conversion funnel.

At the top of the funnel, most visitors have just identified a problem. They need further information so they can understand the issue they’re facing. They have no idea what solutions may be relevant to their situation or the remedial steps they might need to take.

To serve prospects at the top of the funnel, you want to be sure you have plenty of “evergreen” content. This is general content that introduces subjects pertinent to most of your first-time visitors. Buyers use it to gain basic knowledge about the problem they have encountered and why it might be happening.

ToFu content has an important role to play in ensuring you are highly visible for search queries relevant to your business. The conversion goal of ToFu content is usually to get those early visitors to subscribe to your [**email marketing list**](how-to-build-an-email-database). This conversion is achieved by offering a high-quality piece of content, a lead magnet.

### Middle of the Funnel (MoFu)

In the middle of the funnel, the prospect has developed into an unqualified lead.

Joining your email marketing list is a way for prospects to raise their hand and indicate they have real interest in your content. However, you don’t yet know enough about them to be sure that they will be the right customer for your business.

Where ToFu content serves a general educational purpose, MoFu content is much more specific. Its aim is to help the newly minted lead develop buying criteria around the solution that will put an end to their problem. It does not propose a specific solution, but instead provides guidance on what all good solutions must include.

### Bottom of the Funnel (BoFu)

By the time they reach the bottom of the funnel, a lead should be well qualified. The right leads are [**almost ready**](communication-building) to be passed off from marketing to sales. Much of the buyer journey is over, and the lead is looking at a small handful of potential solutions – if you’ve done everything right so far, then yours is positioned to succeed.

BoFu content includes things like videos and product demonstrations. This content answers leads’ questions about whether your solution will work well within their specific business context. They are no longer looking for which solution is best, but which one is best for them.

## How to Optimize a Conversion Funnel

Conversion funnel optimization requires sound analytics [**data**](data-driven-marketing). That's why using a [**marketing automation**](what-is-marketing-automation-and-how-it-affects-business-development) platform is a good way to go. With such platforms, you will easily collect all data in one place and calculate the conversion rate for your specific audience. For example, in Altcraft Platform you can customize the conversion goals of each stage in the funnel, including things like a subscription or visit to a certain screen on your mobile app. Develop customized conversion funnels that match your unique business needs!

A conversion funnel is a visual representation of the stages in a buyer's journey, from the moment they visit your website until they make a purchase.

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conversion funnel.jpg

Conversion Funnel: Stages and Optimization

How the Conversion Funnel Works From Top to Bottom

<Img
img="/uploads/blog_3032affa13.jpg"
alt="How to Use Customer Feedback to Increase Sales"
/>

Marketers have been in back-to-back crisis meetings over the past few years. Hackneyed solutions reached a dead end — a long time ago. Consumption patterns are erratic, and brand loyalty is fluid like never before. For these and other woes that bedevil the marketing department, experts preach one solution — data driven marketing.

## What Is Data-Driven Marketing? Why Is It Important?

This is using customer information to optimize business advertising and marketing communications. In data-driven marketing, marketers collect consumers' data and run them through data analytics tools to predict what the buyers need, why, where, and how.

Data-driven marketing is used by many brands to better [**segment**](how-to-build-an-email-database) their audiences. When brands have the right data, they can identify which consumers participate in their marketing efforts, identify the best channels and narrow down the times of the day customers are most receptive.

In addition, through data-driven marketing techniques like [**A/B/n testing**](/features/mvt),  brands can test-drive twin campaigns and choose one with the best reception among customers.  This saves companies a lot of money in the long run and guarantees a bigger return on investments.

A key advantage of data-driven digital marketing is [**personalization**](/features/personalization). Brands can now create personalized marketing strategies using the data gleaned from customer interactions. The end goal is to maximize the return per dollar of advertising.

When businesses gather and analyze customers' data, they can discover trends and customer needs. The new information then helps to determine what kind of advertising and selling methods to employ.

<Img
img="/uploads/Data_Driven_Marketing_Objectives_1a971fec4b.jpg"
alt="Data Driven Marketing Objectives"
/>

A daily life example of this is OTT platforms. To suggest other movies, films, music videos, and videos to their subscribers, Over The Top media platforms such as [**Netflix**](https://www.businessinsider.com/netflix-marketing-strategy-brand-deals-campaigns-partners-details-2019-6) and YouTube constantly analyze their customers' preferences.

Data-driven marketing also played a significant part in the Lion King campaign's success. In November 2018, more than 2M mentions on social media as well as more than 5,000 media mentions revealed the importance of highlighting [**James Earl Jones'**](https://www.thephuketnews.com/a-roaring-success-the-lion-king-remake-a-cinematic-masterpiece-to-change-cgi-forever-72250.php) return!

## How to Build a Data Driven Marketing Strategy?

The challenges of data-driven digital marketing are also numerous. Many conditions must be fulfilled for such a strategy to work effectively. The most crucial step is to build a foolproof data-driven marketing strategy—for this, you need to map out your sales funnel, find the right data-driven solutions and assemble a competent team, including professionals who specialize in audience amplification or predictive analytics.

**The main actions in designing a data driven marketing plan are:**

- **Find your target audience.** Identify who your target market is in this section of the project. You will need to specify demographic information such as location, age, gender, and interests of your target audience.

- **Define goals.** There are many potential objectives you can choose from, such as increasing sales, growing brand awareness, driving more traffic to your website, or improving customer satisfaction.

- **Collect data.** You can get data from your CRM, sales histories, message applications, and customer survey results. If you are looking for a tool to unify profiles and store customer data in one place, pay attention to a [**Customer Data Platform**](/features/cdp) (CDP).

- **Analyze data.** According to Forbes, almost 36% of companies do not use their big data to the full extent, and 47% plan to introduce a data analysis tool in the future. You need to analyze the harvested data to identify the answers to your research questions.

- **Implement the insights.** After the data-driven analysis follows implementation. This stage uses insights from digital marketing data to optimize the [**customer journey**](customer-journey-automation). Study findings show that 80% of respondents prefer companies that offer personalized experiences. This is possible through data-driven content distributed across different channels.

- **Analyze results.** The data-driven approach requires regular and rigorous [**measurement**](/features/analytics) of results. Tracking the behaviors of your customers is the only way to tailor your strategy to their needs. Remember to keep testing after reviewing the first results and refine your campaign approach as appropriate.

## Data-Driven Marketing Metrics

<Img
img="/uploads/data_driven_metrics_1f9cf365d1.jpg"
alt="Data-Driven Marketing Metrics"
/>

Do not fly blind. For your company's data-driven strategy to succeed, it is essential to select key performance indicators (KPIs). These are the crucial data-driven analytics metrics that warrant your precious attention, efforts, and finances as a marketer.

- **Traffic sources**

Your business has a lot of opportunities to convert traffic (website visitors) into customers, so it's essential to measure your traffic month after month. Setting realistic conversion goals can help you achieve them.

What is the source of your website visitors? Your website may receive traffic from various sources, including organic keywords, direct traffic, links social media, or email. Focus your efforts on your biggest source of traffic.

- **Return on investment (ROI)**

Simply put, calculating your ROI means answering this question: did we make a profit after all our marketing expenses? You can calculate ROI by subtracting expenditures from gains.

- **Customer acquisition costs (CAC)**

You can measure how much money your strategy costs per customer to convert. Customer acquisition costs can silently destroy your business if they are too high.

- **Customer lifetime value (LTV)**

LTV represents a customer's lifetime spending capacity on your product. As a result, this can be a powerful metric to help you decide how much money to invest in customer acquisition - if you spend more than you earn, you'll lose money.

- **Customer churn rate**

A company's customer churn rate means the number of customers who leave the company. This metric is also known as the customer rate of attrition. It is critical for digital marketers to track this measurement as it is a litmus test of marketing efforts.

- **Customer satisfaction (CSAT)**

Customers' satisfaction is a metric that shows how pleased customers are with a company's products or services. With this data at hand, marketers can improve customer experience or feedback insights to teams in product design. There is nothing better to find out if the client is happy with your product than to ask him about it. That’s why it's really important to collect [**customer feedback**](how-to-use-customer-feedback-to-increase-sales) correctly.

## Conclusion

A data-driven marketing approach can lead to extraordinary business growth. Big data is captured, marketing metrics are used, data science and analytics are harnessed. Success follows soon!

Are you ready to optimize your marketing with data-driven insights? Contact us for a [**demo**](https://altcraft.com/setupDemo).





In data-driven marketing, marketers collect consumers' data and run them through data analytics tools to predict what the buyers need, why, where, and how.

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What It Data-Driven Marketing | Build a Data-Driven Strategy

Data-Driven Marketing: Strategy and Metrics

<Img
img="/uploads/use_linkedin_in_marketing_d09879635e.jpg"
alt="How to Use LinkedIn for Business in 2021"
/>

When it comes to B2B lead generation, LinkedIn for business is as good as it gets. According to Sprout Social, LinkedIn has connected 45% of marketers to customers, generates 277% more leads than Facebook, and accounts for over 50% of traffic that B2B sites receive.

Just about everybody in the corporate world can be found on LinkedIn. That includes B2B decision-makers for your products and services. Although many C-suite executives have quietly stepped aside from LinkedIn over the past few years, others are adamant about using the platform.

The key to getting real ROI is learning how to find clients on LinkedIn.

Many of the people you’ll find out there arguing why LinkedIn is bad have never mastered using it to grow marketing. Marketing on LinkedIn takes some time and dedication. But once you learn how to use LinkedIn for marketing, it can become your single biggest source of leads.

<Img
img="/uploads/companies_listed_on_Linked_In_7b625a4f76.jpg"
alt="Companies on LinkedIn"
/>

## Pros and Cons of LinkedIn

Like any social media network, you need to verify LinkedIn can really add business value for you.

If you are doing B2B sales or B2B marketing in any industry, LinkedIn is probably a good fit.

### The Advantages of LinkedIn

- Decision-makers at director level and above are abundant for almost any industry.
- Specialized tools such as LinkedIn Recruiter provide extended search capabilities.
- LinkedIn can help you [**bolster your company’s brand**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya) and even get search traffic.
- You can extend your network by participating in Groups or publishing content.

### The Disadvantages of LinkedIn

- Like any social media, you can find yourself spending a lot more time than results warrant.
- CEOs are generally making themselves more scarce and are less likely to discuss your offer.
- Everything you say and do is permanent, so it’s important to maintain your professionalism.
- If you wind up using them, LinkedIn Recruiter and other subscription options can be pricey.

Here are a few more pros and cons of LinkedIn:

<Img
img="/uploads/pros_and_cons_of_linkedin_ec31a6684b.jpg"
alt="Pros and Cons of LinkedIn"
/>

The biggest disadvantage to LinkedIn is that when you decide to start entertaining job offers in the future, your pattern of activity on the network could make it obvious to your current employer. But that may be many years away, and you can take steps to minimize the risk when that day finally comes.
Meanwhile, the top advantage to LinkedIn is leads and plenty of them.

## LinkedIn Marketing Strategy

When using LinkedIn for business, step one is to set up your profile. Done? Good! LinkedIn profile optimization advice has been drawn out a thousand times.
Let’s move on to the big question: **How to find clients on LinkedIn?**

There are six basics to marketing on LinkedIn you can’t do without:

### 1. Have clear goals

Every content your company publishes should push you closer to your end goal. It’s for this reason that you should know what you intend to achieve. Usually, using LinkedIn for Business should help you:

- Create awareness
- Sell your product
- Generate sales and market to qualified leads
- Boost engagement


### 2. Identify your audience

Determine who to target. Knowing your audience, it would be wise to understand what your audience needs. For this, you’ll have to visit your company’s analytics page on LinkedIn. This page will display the people that visit your site and their preferred content type.

There are two questions to ask yourself to help you find clients;

- Who is your ideal client?
- Which clients require the service/product your company provides?

Answering these questions provides sufficient details to create buyer personas.

### 3. Post Relevant Content

This is the heart of using LinkedIn for business. You want people to know you, follow you, and tune in to what you have to say. To get there, posting helpful, informative content is a must. Your leads need to know that when they want help with their business problems, you’ll be there.

To this end, you can publish articles on LinkedIn or link articles from your website or blog in your LinkedIn feed. Users you aren’t connected to can follow you from your articles, so consider using this to build your audience. Later, start linking out to get warm leads to visit your website directly.

### 4. Use LinkedIn Live Video

The first rule of LinkedIn Live Video is we don’t talk about LinkedIn Live Video.

At least, that’s how it seems when you look at LinkedIn’s Live Video [**access criteria**](https://www.linkedin.com/help/linkedin/answer/130531), which bars most of the platform from providing the most memorable and shareable content. Individuals with 1,000 followers and Pages with more than 500 can be evaluated to post video on LinkedIn.

Once you have it, it stands out as one of the most powerful tools when using LinkedIn for business. Combined with marketing automation for other aspects of your campaign, like email drip campaigns, it can be very valuable in getting leads off LinkedIn and onto your in-house list.

### 5. Participate in Groups

You’ll find Groups for almost any subject imaginable, including industry networking, local business meet-ups, and much more. The traditional way of using LinkedIn for business is to post valuable content to these Groups, then start conversations with the promising leads you meet.

Once you’ve mastered juggling a few Groups, you can easily niche down by creating your own. This should still be value-based, of course, but it gives you the opportunity to spotlight your own branded content and build deeper relationships along the [**buyer’s journey**](stroim-customer-journey-map).

### 6. Use Digital Marketing Tools

Your LinkedIn strategy should be just one prong of a total strategy that includes blogging on your website, sending newsletters and using other [**social media**](self-marketing-how-to-promote-yourself-on-social-media) to engage your target audience. 

Using digital marketing tools makes it easier for you to achieve your marketing objectives. You get accurate, timely data on what's working so you can tailor your content to get real results. Here are several digital marketing tools:

- [**MeetAlfred**](https://meetalfred.com/) is an advanced social selling and lead generation software for LinkedIn and Twitter.
- [**Octopus**](https://octopuscrm.io/) is a powerful yet simple autopilot for LinkedIn that automates your work.
- [**SEMrush Content Marketing Platform**](https://www.semrush.com/features/content-marketing-tools/) let you develop a powerful content strategy with data-driven solutions
- [**Altcraft Marketing**](https://altcraft.com/en) allows you to send personalized letters to customers across all channels.

## Use LinkedIn Lead Generation to Grow Marketing in Just One Quarter

LinkedIn for business won’t change your life overnight: It takes time and consistent effort. Across a few months, however, you’ll discover that you’re consistently getting more results for less. The sooner you start, the sooner you’ll see the difference.

Have a question about LinkedIn for business? Let [**us**](mailto:sales@altcraft.com) know – or keep reading our blog to learn about how you can automate other areas of your marketing so you have more time for LinkedIn.

Read about the pros and cons of LinkedIn and learn how to use LinkedIn to grow your business: increase brand awareness, nurture leads, drive traffic to your website.

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When it comes to B2B lead generation, LinkedIn is as good as it gets. Read about LinkedIn marketing strategies, the platform's pros and cons, and decide whether to use it to grow your business.

LinkedIn for Business: How to Market Your Product

How to Use LinkedIn in Marketing

![CLOUD Act and GDPR.jpg](/uploads/CLOUD_Act_and_GDPR_b8d4257411.jpg)

In the era of digital marketing, the problem of personal data protection is especially acute. In 2018, the CLOUD Act came into force in the United States and compromised the confidentiality of data held by American companies, regardless of their geolocation. The fact that such a law was adopted suggests that the government is becoming a regulator of digital data exchange. This cannot but affect business. **Therefore, today we’re going to raise a serious topic and try to figure out why the risks of storing data on third party hosts have increased, and what private businesses need to do in this situation.**

## How the CLOUD Act upsets the balance of data protection

In 2020, The Court of Justice of the European Union (CJEU) declared that U.S. service providers did not adequately protect the personal data of persons from other countries. The point is that this law allows U.S. law enforcement to request personal data of U.S. citizens or residents from US-based companies — even if they are located outside the country — by issuing warrants or court orders. **However, there is no guarantee that requests will only concern citizens of the United States, and it’s unlikely that service providers will side with their customers in such a situation.**

The law seriously affected the General Data Protection Regulation (GDPR), which protects the personal data of individuals and legal entities in the European Union and beyond. The GDPR enables people to better control their personal data and introduces strict requirements relating to data transfers to third countries, requiring a legal basis for this.

The independent European Data Protection Board (EDPB) has concluded that U.S. service providers who are also subject to the EU GDPR cannot legally base the disclosure and transfer of personal data to the US even if it’s based on a warrant or other court orders. The transfer of data outside the EU is only acceptable if grounded on an international agreement, such as an MLAT.

<Note>
Therefore, the EU regulation and the CLOUD Act contradict each other when it comes to a strict GDPR requirement to have a compelling legal reason for the transfer of data.
</Note>

## What are the conclusions and what needs to be done

We agree that the adoption of the CLOUD Act severely undermines the protection of users' sensitive data. **In addition, now no one can be sure of companies claiming to be in compliance with the key principles of the GDPR.**

Leading market players understand how important it is to treat the information provided to them with care. Companies are seriously concerned that their data may be used illegally for commercial purposes. The sole possession of your customers’ data is becoming the key to a successful business in the digital sphere. That’s why the struggle for data will only intensify.

In recent years, the number of cloud service users has increased significantly. This has resulted in a huge amount of data being stored outside the jurisdiction in which it was created. Besides, companies that prefer to use SaaS solutions cannot ensure reliable data protection.

**DLA PIPER has conducted research that clearly demonstrates the insecure protection of sensitive data in certain countries.**

![data-leakage-in-some-countries.jpg](/uploads/data_leakage_in_some_countries_3b57e22511.jpg)

So what should large and medium-sized businesses do to ensure information security? It’s quite simple. **Now digital platforms that can be deployed as a private cloud or on-premise solution are becoming a good way to solve this problem.** By integrating a platform such as the [**Altcraft Platform**](/en) into the corporate network, the organization prevents the possibility of a personal data leak. Only certain employees get access to the data. This gives the organization full control over the data and at the same time excludes outside interference.

Many banks, insurance and logistics companies, payment systems, online services that handle large databases are already using [**Altcraft**](updates-rich-push-i-formy) Platform. Our on-premise solution is completely adaptable to the needs of companies and allows them to manage all processes within the system.

## Conclusion

Today companies are concerned about whether the information provided to them is securely stored. As we said, cloud providers fail to ensure adequate protection of customer’s personal data. That’s why you need to weigh all pros and cons before you choose a solution — SaaS, Private Cloud or On-premise. Check in which country the provider is located, what laws it obeys and how it operates.

If you have any questions, please write to [**us**](mailto:sales@altcraft.com). We would be pleased to answer.

Here's how US law and EU regulation are forcing companies to look for new solutions to protect customer data.

medium_CLOUD Act and GDPR.jpg

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Today we’re going to raise a serious topic and try to figure out why the risks of storing data on third party hosts have increased, and what private businesses need to do in this situation.

CLOUD Act and GDPR: How US Law and EU Regulation Affect Data Security

How to Win the Data Battle in Today's World

![trends-2021.jpg](/uploads/trends_2021_0755ab1dcb.jpg) 

The unpredictability of the last year made changes in various areas of activity. It didn’t leave out internet marketing either and dramatically changed the way brands interact with customers. Let’s find out which digital marketing trends are worth your attention in 2021.

## 1. Live streaming

Because of the pandemic companies cancelled offline events where previously they could present their products to customers in person. However, a solution to the unpleasant situation was found out quickly enough: brands started live streaming and webinars. **According to Social Media Today, in 2020 the number of live streams on Facebook increased by 50%, on Instagram - by 70%.**

In 2021, companies decided to keep many meetings virtual. They moved to online and got a new audience. The people from other locations who did not have the opportunity to attend presentations even in normal times joined them.

The platforms on which live streams were held only benefited from this. Amazon made a good profit from streaming on Amazon Live, where famous brands promoted their products online. **In the last quarter of 2020, Amazon’s revenue was $125.6 billion, and revenue for the year was $386.1 billion. As a result, the company’s profit for the whole year increased by 38%.**

During live streaming the instant shopping became available through a click. So in this way customers got an opportunity to purchase a product they liked immediately. This feature is still available.

<Img
img="/uploads/Amazon_Live_63d5fe0928.png"
alt="Amazon_Live"
src="Example of a live streaming of a brand on Amazon Live"
/>

## 2. Social media as the main shopping channel

COVID-19 came from out of the blue and made people stay at home. As a result, they began spending more time on social media. Previously, marketers used social media only to bring people to the site or to promote a product, but now they get a real opportunity to make social media one of the main shopping channels.

In May 2020, Facebook and Instagram rolled out **Facebook Shops**. Now companies can create digital storefronts that look like product catalogs. It turned out to be a great alternative to offline shopping, but it became a threat to stores that failed to switch from in-person to online sales.

<Img
img="/uploads/Facebook_Shops_2aa2f04761.png"
alt="Facebook_Shops"
src="Store on Facebook Shops"
/>

## 3. Augmented Reality

Today Augmented Reality surrounds us on all sides. It's one of the new technologies in marketing. We use masks on Instagram, pick up clothes by uploading a photo to the app and putting it on the outfit we want. Today experts advise marketers to research AR deeper and apply it creatively in digital marketing.

Many companies are already introducing augmented reality into their operations. Cosmetics store Sephora has created an application where users can see through their phone camera if certain colors in their makeup fit them in real time. So the person will most likely order products online and not go away to look for another brand.

<Img
img="/uploads/Sephora_AR_a1699cde9a.png"
alt="Sephora_AR"
src="AR in the app of cosmetics store Sephora"
/>
**Threekit conducted a study, which found that:**

- 71% of users would buy more often if they could use augmented reality;
- 32% of consumers are already using AR for shopping;
- 61% of users say that they prefer brands with experience of augmented reality;
- 40% of shoppers are ready to pay more for a product they test out through AR;
- 17% of consumers will be using AR monthly by 2022.

![AR-chart.jpg](/uploads/AR_chart_b7dde25cc4.jpg)
 
## 4. Mobile apps as the key to business growth

In the third quarter of 2020, the usage of mobile apps increased by 25% in comparison with the same period of the last year. The total hours of engagement reached 180 billion. That’s why marketers need to prioritize their marketing strategy for business development apps.

Another important event happened in the work of mobile apps. Since fall 2020 Apple has banned iOS apps from direct access to IDFA (the Identifier for Advertisers). Now they have to ask for confirmation, and it’s up to people whether to use IDFA or not. That’s hardly possible that they will choose IDFA.

What does this mean for business? The impossibility of accurate targeting will reduce the effectiveness of advertising several times, and companies will have to spend more money on attracting new customers. Facebook will be the most affected because its revenue depends on advertising a lot.

However, all of this does not prevent marketers from communicating with customers through applications using [**Push Notifications**](updates-rich-push-i-formy). This way they can notify them of new products, promotions, sales, etc. It doesn’t always result in a purchase, but it raises brand awareness among customers a lot.

[**Altcraft Marketing**](/en) allows you to send Push Notifications to apps. Users of our platform can interact with their customers through different communication channels, which greatly enhances their marketing strategy.

## 5. «Ephemeral» content

Snapchat set a trend for «ephemeral» content. That’s where photographs that exist for only 24 hours first appeared. Other platforms noticed the popularity of short-lived images and developed their counterparts. Instagram Stories and Facebook’s MyDay are the most popular.

Now companies are widely using Instagram Stories for sales. Lots of stores regularly post photos of the products to the stories in their accounts. They also attach links to the desired page on the site. Consumers can go to the online store and buy the product they like with just one click. **According to TechJury, 70% of Instagram users watch Stories every day, so this is a great way to attract more customers to your brand.**

<Img
img="/uploads/Instagram_Stories_en_883b1bfa40.png"
alt="Instagram_Stories"
src="Selling link in Stories using the  beauty store HONEST as an example"
/>

## 6. Voice and visual search technologies

In 2020 users really like voice search. It can be explained by the fact that now this type of technology is the most available. Many people use smart speakers to set a search by a voice from anywhere in the apartment while they are busy with their hobby.

Such services as [**Yandex SpeechKit**](https://cloud.yandex.ru/services/speechkit) and [**Cloud Speech API**](https://cloud.google.com/speech-to-text) do an excellent job of recognizing voice requests. The first one is based on a voice assistant and is adapted for business solutions in three languages: Russian, English and Turkish. The second one converts speech to text using APIs on the base of Google artificial intelligence technologies and recognizes over 125 languages.

SEO specialists found out that the results of voice request are very different from the results of the text request. In 2021 companies should optimize the content for voice search. It’d be better if they would make it simple and spoken in order to synchronize it with the requests. Google is going to do the same in Chrome by 2022.

Search by images through the [**Google Lens**](https://lens.google.com/) tool also became rather popular. Users can just take a photo of something interesting and find the information. That’s why visual design will play a big role in SEO.

![voice-search-en.jpg](/uploads/voice_search_en_6bddf3bb09.jpg)

## 7. New policy in cookies work

Back in 2017, Apple made an unexpected announcement at WWDC: the company blocks all third-party cookies in Safari. Google Chrome is going to do the same thing by 2022.

Let’s take an example of what this decision will lead to. You visit the Forbes magazine website. This website contains a banner ad from new.ingwb.com. If you click on a banner, a cookie file is set. This file belongs to the ad domain new.ingwb.com. Then you go to another site, and there you click on the banner ad new.ingwb.com again. As a result, the advertiser will receive cookies as soon as the ad loads and then he can use cookies to track the user’s browsing history on all sites where you clicked on his ad. Now advertisers will not be able to set their cookies in Safari and Chrome, that’s why they can’t track the customer journey.

This is a new milestone for digital marketing. In 2021, special attention will be paid to the privacy and protection of consumer data. Now the organizations that use on-premise software in their business will get an advantage. [**Altcraft Marketing**](/en) is one of the platforms that create such software. All this will allow companies to push their API and set pixels to their domain and to bring analytics directly to the platform.

## Summary

Seven top digital marketing trends let you increase traffic to your website, attract new customers, keep the old and raise sales. The main advertising trends of 2021 are:

1. Live streaming
2. Social media as the main shopping channel
3. Augmented reality
4. Mobile apps as the key to business growth
5. «Ephemeral» content
6. Possibility of voice and visual search
7. New policy in working with cookies

That's the future of marketing. Keep in mind that these trends also influence your competitors, but if you rely on top trends, your approach to business development will let you stand out in the mark.

In this article, you will learn about top digital marketing trends in 2021: live streaming, augmented reality, ephemeral content and more.

medium_trends-2021.jpg

small_trends-2021.jpg

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trends-2021.jpg

Let us tell you which digital marketing trends are worth your attention in 2021.

Top 7 digital marketing and digital trends in 2021

7 Top Digital Marketing Trends in 2021

![platform-updates.jpg](/uploads/platform_updates_d0e6143902.jpg)

We're constantly working on improving our platform. And we’re ready to present you with important platform updates. 

## Rich Push

The platform now has an enhanced version of the push notification editor. It makes it possible to create push notifications for different OS and browsers. Outstanding notifications are sure to attract the attention of your customers.

Open the template editor. You’ll see the previous editor version. Create your Push and save it. Then open the template you have created again. Now you can work in the β-version of the new editor. This version will become the main option soon. 

### What you'll find in the new editor

**First** of all, as mentioned above, it has become possible to configure and preview Push notifications for different operating systems and browsers. 

**Secondly**, we've improved link settings in Push notifications. It is now possible to insert different clickable links depending on the browser. In addition, it became more convenient to switch between the following three link types:

- regular links;
- deep links – links that lead the customer directly to your application;
- adaptive links – these links are used to redirect customers to different URLs based on what device the push was opened with (desktop, Android or iOS).

**Thirdly**, it is possible to customize the "app-push" structure for your mobile app. You won't need to make any changes to the application. We will set everything up, and your app will be able to notify your customers with Push notifications created in our platform.

**And last but not least**, we have added images, videos and buttons. Using clickable buttons you can encourage your subscribers to click a link. This feature is available for Chrome, Yandex and Samsung browsers. For users of different iOS apps, sounds and video settings are supported.

We've increased the speed of sending Pushes and added emojis to the Push editor.

 ![updates-rich-push.gif](/uploads/updates_rich_push_1918dff001.gif)

## Forms

A little over a month ago we’d announced that in Altcraft Marketing was added an internal service for creating questionnaires, surveys, tests and applications — [**Forms**](updates-in-the-altkraft-marketing-platform).

Now the Form editor has special fields for email and phone, and we made it possible to edit the field roundings. Customers can send you attached files. You can also add your own HTML code into forms. HTML code can be used in paragraphs and element descriptions.

![forms-updates.gif](/uploads/forms_updates_86fa516247.gif)

## Conclusion

We do our best to make your marketing easier and more convenient. And we're waiting for your [**feedback**](mailto:sales@altcraft.com). Tell us which updates you liked the most, and which ones caused difficulties. We're always happy to answer your questions.


Let's talk about the updates occurred in the Altcraft Marketing customer data platform: forms, rich push and push notifications.

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We're excited to tell you about cool Altcraft Marketing platform updates.

CDP Altcraft Marketing Updates: Reach Push & Forms

Altcraft Marketing Platform Updates: Rich Push and Forms

![ak-formi-isp (1).png](/uploads/ak_formi_isp_1_a4ccc04292.png)

In [**Anti-spam system**](anti-spam-system) we wrote about technologies that help your emails to archive “Inbox” folder and protect them from cheaters. One of such technologies is a FeedBack Loop – a technology that works closely with mail servers and postmasters.

Below there is a list of web pages with FBL registration forms in ISP. 

Before sending requests make sure that:

 - you have a name  and contact data of a responsible person: their phone number and email.
 - you know the list of IPs and sender’s domains.
 - abusemaster@ mailbox is configured and emails are delivered to it.
 - you have an access to postmaster@ mailbox and emails are delivered to it.


## Postmasters popular in Russia 

<Table>
| ISP | Site | Feedback Loop |
| ------ | ------ | ------ |
| Yandex | [Postmaster Website](https://yandex.ru/support/postoffice/) | [FBL signup](https://yandexfbl.senderscore.net/) |
| Gmail | [Postmaster Tools](https://postmaster.google.com/u/0/managedomains?pli=1) | [FBL signup](https://support.google.com/mail/answer/6254652) |
| Mail | [Postmaster Mail](https://postmaster.mail.ru/) | [FBL signup](https://fbl.postmaster.appsmail.ru/) |
| AOL | [AOLPostmaster](https://postmaster.info.aol.com/) | [FBL signup](https://postmaster.info.aol.com/) |
| Yahoo | [Yahoo Postmaster](https://help.yahoo.com/kb/postmaster/?guccounter=1&guce_referrer=aHR0cHM6Ly9hbHRrcmFmdC5jb20v&guce_referrer_sig=AQAAAKlQm6KTJmnUffaDYTkF97q29RR2ihVDcd1ogIEoo1kEI3GTk7KDAvm4H2c-92SzXE0b-iUx9ZiaSKzgkicSw56fwrzGEfgTF4XqDTBfA9YFt7371yJI8oWn05LjNTjAa5M1LLFdAIviDstKYi3kp82uKT5-woQqNk6brAkwLQmd) | [FBL signup](https://help.yahoo.com/kb/account?redirect=true) |
| Outlook | [Outlook.com Postmaster](https://sendersupport.olc.protection.outlook.com/pm/postmaster.aspx)  | [FBL signup](https://support.microsoft.com/ru-ru/topic/%D0%BE%D1%82%D0%B7%D1%8B%D0%B2%D1%8B-%D0%BE-microsoft-news-%D1%87%D0%B0%D1%81%D1%82%D0%BE-%D0%B7%D0%B0%D0%B4%D0%B0%D0%B2%D0%B0%D0%B5%D0%BC%D1%8B%D0%B5-%D0%B2%D0%BE%D0%BF%D1%80%D0%BE%D1%81%D1%8B-efc5ae67-74c0-4a5a-dfbe-20db14c8255f) |
</Table>

## World’s popular postmasters

<Table>
| ISP                | Site                                                                                                                     | Feedback Loop
|:------------------:|:------------------------------------------------------------------------------------------------------------------------:|:---------------------:|
| AT&T             | [Postmaster Websit](https://www.att.com/support/article/email-support/KM1401980/)                 | 
| Comcast          | [Comcast.net](https://feedback.comcast.net/faq)                          | [Feedback Loop Form](https://feedback.comcast.net/) 
| Cox              | [Postmaster Site](http://postmaster.cox.net/confluence/display/postmaster/Postmaster+Home)  | [FBL signup](https://fbl.cox.net/)
| Earthlink        | [Postmaster pages](https://support.earthlink.net/articles/customer-service/collection-of-best-practices-for-email-senders-on-the-earthlink-network.php)  | fblrequest@abuse.earthlink.net
| Excite (Bluetie) | [BlueTie’s Postmaster page](https://postmaster.bluetie.com/)                  | [Feedback Loop Request Form](https://postmaster.bluetie.com/)
| Fastmail         | [Postmaster page](https://www.fastmail.com/)                                | [FBL signup](https://www.fastmailfbl.com/)
| GMX              | [Mail.com](https://postmaster.mail.com/)                                         | 
| Outblaze         |                                                                                                                           | postmaster@outblaze.com
| Juno            | [Postmaster Website](https://www.juno.com/start/www.do?action=/)                                       | 
| Netzero          | [Postmaster Website](http://postmaster.untd.com/whitelisted.html)             | [Postoffice](http://postmaster.untd.com/index.html)  
| Office365        | [Microsoft Exchange Online](https://docs.microsoft.com/en-us/office365/servicedescriptions/exchange-online-service-description/anti-spam-and-anti-malware-protection?redirectedfrom=MSDN)  | 
| OpenSRS          | [Postmaster Website](https://opensrs.com/)                                    | [Feedback Loop Form](https://fbl.hostedemail.com/)   
| QQ               | [Postmaster Website](https://openmail.qq.com/)                                      | 
| Rackspace        | [Postmaster Website](https://www.rackspace.com/email-hosting)              | [FBL signup](https://fbl.apps.rackspace.com/) 
| Road runner      | [Postmaster Website](https://www.spectrum.net/support/internet/charter-postmaster-services/)                           | [FBL signup](http://feedback.postmaster.rr.com/)
| Synacor          | [Postmaster Website](http://postmaster.untd.com/whitelisted.html)             | [FBL signup](https://fbl.synacor.com/)
| Tucows           |                                                                                                                           | [Feedback Loop](https://fbl.hostedemail.com/) 
| Telenor          |                                                                                                                           | [Feedback Loop](http://fbl.online.no/)
| Terra.com.br     | [Postmaster Website](https://servicos.terra.com.br/?cdConvenio=CVTR00002030)          | [FBL signup](https://fbl.mail.terra.com.br/)
| Time Warner Cable| [Postmaster Website](https://www.spectrum.net/support/internet/charter-postmaster-services/)                     | [FBL signup](http://feedback.postmaster.rr.com/)
| United Online    | [Postmaster pages](http://postmaster.untd.com/index.html)              |
| Usa.net          | [Postmaster pagese](http://postmaster.usa.net/)                                | [FBL signup](https://fbl.usa.net/) 
| XS4ALL           | [Postmaster pages](https://webmail.xs4all.nl/?org=website/)                    | [FBL signup](http://feedbackloop.xs4all.nl/)
</Table>

Digital marketing is an art of the 21 century. Our team has been discovering its power for 11 years and is happy to share our experience with you. Subscribe to our blog if you want to read interesting and useful articles. 

Leave your email to try our [**demo-version**](https://altcraft.com/setupDemo).

We are sharing with you a list of web pages that will ensure the deliverability of your mailings and protect you from spammers.

medium_ak-formi-isp (1).png

small_ak-formi-isp (1).png

thumbnail_ak-formi-isp (1).png

ak-formi-isp (1).png

FeedBack Loop – a technology that works closely with mail servers and postmasters

Customer Data Platform

Omnichannel Marketing

Loyalty programs

Drag-and-drop email designer

Personalized mailings

MVT and A/B testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

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