Real-time summary reports
for any channel

We have developed our own system for collecting and storing analytics. It quickly processes large amounts of data, immediately calculates and displays analytical reports. You will receive the necessary information for any time period without delay. 14 summary reports and 13 data sets are available for you.

Any audience in the platform can be automatically synchronized with the external database according to the set schedule. We have implemented this function on request from our customers. It simplifies the life of the marketing department and developers.

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

Get in touch with Altcraft

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

Personalize your content across all channels

customizing-your-content-in-all-channels-image-en.png

Download documentation

Content is generated using data obtained from external SQL database

Your customers will be able to grow faster and earn more using the new features of Altcraft Marketing. We have prepared for you favorable terms of cooperation on the Revenue Share model. Contact us and find out more.

Advanced and functional HTTP API in Altcraft Marketing will satisfy the needs of developers. API supports JSON and XML formats. It is possible to use queue servers (such as RabbitMQ) to import large numbers of client profiles in real time.

Anti-Spam policy

Blog

Contacts

Support

Partners

Pricing

Privacy Policy

Why Altcraft

Expand your range of services and attract new customers. Try out new features in the fast-paced Altcraft Marketing platform. We constantly communicate with our partners, exchange ideas and develop ourselves.

Page not found

Altcraft Blog | Digital Marketing, Sales and Customer Success Case 

Contact Altcraft and we'll find a better solution for your business

Real-Time Analytics

Customer Data Platform (CDP)

Email template designer

Integration and Webhooks

Loyalty programs

MVT and A/B tests

Omnichannel marketing

Personalized marketing

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.

Design to your taste

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.

High-quality customer feedback

You can customize the logic of the form so that respondents go to different pages depending on which answer they select. This will make your survey or questionnaire more targeted. Before submitting the form, select the «Actions» tab. If the form is completed successfully, the data are automatically imported into your database.

Flexible form settings

Create forms and surveys in minutes

Questionnaires, customer satisfaction surveys, feedback forms — in Altcraft Platform you can design both simple and complex forms. Any form element can be made mandatory, so you can be sure that the user fills in the required fields.

Work in an easy-to-use visual form builder

The builder is intuitive, so you don't need professional knowledge to work with it. Add different types of questions to the form — short or long answers, one or multiple-choice questions, rating scales.

User-friendly interface

Response statistics are provided in the form of a line graph and chart. It is also possible to download data in MS Excel and CSV format. Analyze the information received and make your business even more successful.

Results and analytics

Forms in Altcraft Platform: create surveys, questionnaires and tests.

Help Center | Guides and Marketing Tips | Altcraft Platform

Partners with Altcraft

Personal data policy

Pricing and Service Plans: On-premise or SaaS | Altcraft

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

SaaS or On-Premise - all functions are available

processing of personal data

An event registered on the platform can be redirected to an external system. This provides endless opportunities for integration. Connect external BI, DMP, CRM and other tools.

<Img
img="/uploads/Customer_Data_Privacy_Issues_in_Digital_Marketing_d468361b4f.jpg"
alt="Customer Data Privacy Issues in Digital Marketing"
/>

In the era of digital marketing, the issue of personal data protection is particularly acute. For example, the CLOUD Act, adopted in the United States in 2018, jeopardized the confidentiality of information stored by American companies, regardless of their geolocation. This Act shows that the government of the country has become a regulator of digital data exchange, and this cannot fail to affect business.

Let's talk about which laws on protection of confidential data have come into force, and how companies are reacting to this.

## The Struggle for Data at the State Level

### GDPR in the EU

**On 25 May, 2018, the General Data Protection Regulation (GDPR) came into force.**

GDPR provides EU citizens and residents with full control over their personal data. Even if a person's data is located in another country, they can easily control it. In case of violation of the regulation, the EU may impose a fine of up to €20 million or to recover 4% of total revenue for the preceding financial year.

The largest [**fines**](https://www.tessian.com/blog/biggest-gdpr-fines-2020/) over the past three years have been received by the following companies:

**1. Google — €50 million in 2019.**

Users complained that the company had no legal right to process their personal data to show ads based on it. Later it turned out that people hadn't given full agreement on the data processing.

**2. Clothing retailer H&M — €35 million in 2020.**

In 2020, H&M was fined for violating its employees' privacy. Supervisors of the company collected information about vacations and medical diagnoses of employees on sick leave. Even data from workers' personal conversations was recorded and stored. The collected information was stored on H&M servers, and at least 50 managers had access to it.

In October 2019, a server error made the information publicly available, which caught the attention of regulators.

**3. Amazon — €746 million in 2021.**

In 2021, Amazon received a huge fine for collecting and transmitting personal data using cookies. This was not the first company's fine for violating GDPR data protection rules.

### The CLOUD Act in the USA

The CLOUD Act came into force on March 23, 2018 and immediately caught public attention. The fact is that the CLOUD Act violates the balance in data protection. How? Let us tell you.

In 2020, The Court of Justice of the European Union (CJEU) recognized that US service providers did not adequately protect the personal data of people from other countries. The CLOUD Act allows law enforcement agencies of the United States to require access to information about US citizens or residents from US providers located outside the country. They need a warrant, a subpoena or court order to require it. **However, there's no guarantee that these requests will concern US citizens only, and providers will side with their customers in such a situation.**

This Act particularly affected the General Data Protection Regulation (GDPR).

The European Data Protection Board (EDPB), an independent European body, concluded that service providers from the USA, also subject to the EU GDPR, cannot legally justify the disclosure and transfer of personal data to the United States on the basis of a warrant or other court order. Personal data can be transferred outside the EU only on the basis of a Mutual Legal Assistance Treaty (MLAT).

<Note>
Therefore, the EU regulation and the CLOUD Act contradict each other in terms of the strict GDPR rule to have solid legal grounds for data transfer.
</Note>

### Data protection law in China

On August 20, 2021, the Personal Information Protection Law (PIPL) came into force in China.

Network resources are now required to provide users with automated processing options that ensure customer privacy.

On August 22, the People's Bank of China (Central Bank) [**fined**](https://www.globaltimes.cn/page/202108/1232148.shtml) four financial institutions of the country 11.53 million yuan ($1.77 million) for illegal collection of personal data. Four banks were found to be in violation: Postal Savings Bank of China, Huaxia Bank, Bank of Communications and Industrial and Commercial Bank of China.

## The Struggle for Data in the Digital Sphere

### In 2020, Google restricted Third-Party Cookies in Chrome via the SiteName directive.

In early February 2020, Google released Chrome 80 that supports blocking third-party cookies (called SameSite cookies). This feature is fully available to all Chrome users until 2022.

A year later, on March 3, 2021, David Temkin made the announcement that even after removing third-party cookies from Chrome Google would not build [**alternative identifiers**](https://blog.google/products/ads-commerce/a-more-privacy-first-web/) to track people who browse the web. The company operates within Privacy Sandbox, which means it creates a product that both protects people's privacy on the Internet and provides developers with the tools to create a thriving business in the digital environment.

### Starting from March 24, 2020, Apple blocks the installation of Third-Party Cookies.

On March 24, 2020, Apple released an Intelligent Tracking Prevention (ITP) update for Safari 13.1. The browser now blocks all [**third-party cookies**](https://www.zdnet.com/article/apple-blocks-third-party-cookies-in-safari/) by default. This means that advertisers and analytics companies cannot use third-party cookies to track users' online activity.

On the one hand, this is a big step towards user privacy. On the other hand, without analyzing user online activity, it will be difficult for companies to offer relevant products and services to customers.

### Since April 26, 2021, Apple has been requesting tracking permission from customers using iOS 15.

On April 26, 2021, Apple introduced a new version of iOS (14.5) in which it banned iOS apps from direct access to IDFA (The Identifier for Advertisers). Apps are now required to request confirmation, and people will decide for themselves whether to use IDFA or not.

Thus, Apple has broken the current advertising traffic system. If iOS user refuses to use the identifier, it leads to a decrease in the quality of mobile traffic attribution and an increase in the cost of customer acquisition.

Apple has offered the market an alternative — its [**privacy-safe traffic attribution system**](https://gopractice.ru/ios_14_idfa_changes/). It allows you to add information about installations to advertising networks, but it does not explicitly disclose information about the visitor. Therefore, the capabilities of the system are very limited and do not cover the basic needs of marketers.

The main problem of the system is that developers and advertising systems will not have data at the user level. The data will be only in aggregate form in ads account.

## The Global Trend: Privacy First

Big data is popular with organizations because it promises improved operations and new business opportunities.

<Note>
More customer data means more sales.
</Note>

Customer data gives us:

- new insights;
- improved products;
- understanding of the audience;
- [**trustworthy communication**](customer-trust) with customers;
- improved marketing strategies;
- more personalized offers;
- increased conversion and sales.

At the same time, big data is easier to leak, which in turn compromises people's privacy and violates data protection laws.

Today, users are concerned about the safety of their personal information. They are increasingly asking companies questions about data privacy. Companies are responding by blocking access to customer data on their platforms.

With the Privacy First approach, the user's privacy comes first. This means that companies are no longer collecting unnecessary personal data about their customers.

*For example, when buying a jacket in an online store, you do not need to enter passport data or place of birth, but debit or credit card data is required. When you register for a webinar, you should not be required to enter your workplace, unless it is a webinar in your speciality and the organizers need to know the position of the visitors.*

## Conclusion

So, as you may have noticed, today the struggle for data has reached the national level: GDPR in the EU, the CLOUD Act in the United States, the Personal Information Protection Law in China, and ecosystems shutdown can completely monopolize the customer data market.

This suggests that in the current situation, there is one right solution: to build an independent system for collecting and managing customer data for direct and secure communication with customers in the digital environment. We'll talk more about it in next week's article.


Read about how government laws are forcing companies to look for new solutions to protect customer data.

large_Customer Data Privacy Issues in Digital Marketing.jpg

medium_Customer Data Privacy Issues in Digital Marketing.jpg

small_Customer Data Privacy Issues in Digital Marketing.jpg

thumbnail_Customer Data Privacy Issues in Digital Marketing.jpg

Customer Data Privacy Issues in Digital Marketing.jpg

Let's talk about which laws on protection of confidential data have come into force, and how companies are reacting to this.

How to Win the Struggle for Personal Data in Today’s World

Customer Data Privacy Issues in Digital Marketing

<Img
img="/uploads/8_Big_Social_Media_Etiquette_Rules_for_Business_Save_8da5263786.jpg"
alt="8 Social Media Rules for Business"
/> 

Social media etiquette for business is more important than it might seem at first. Just like other social etiquettes, social media etiquette for businesses can help you connect with the people you are talking to by demonstrating that you follow rules of behavior almost everyone can agree with.

## What Is Social Media Etiquette?

Social media business etiquette has been evolving for many years. Just as ordinary people should follow posting etiquette to show respect to others in the online community, business social media etiquette is a sign that businesses value the time and attention of their audience.

This is an indispensable part of portraying a company as its [**branded social media account**](self-marketing-how-to-promote-yourself-on-social-media).

“Social media manners” might not seem important to some people, but they can make or break a brand. Social networking etiquette helps you avoid embarrassing mistakes that generate negative attention. This is especially crucial since mistakes may be captured by screenshot and used against you – forever.

## The Do’s and Don’ts of Social Media Etiquette

The rules of social media are always evolving, but there are some basic rules you should never ignore. The ideas that follow are just a start. If your business will be using social media regularly, you should document social media best practices for your brand management team to follow.

Let’s take a closer look at some of the top social media etiquette tips:

### 1. Always Know What a Hashtag Means Before You Post

Hashtags help surface content by making it easier to search for on social media networks. [**Many brands**](https://hi.photoslurp.com/blog/how-to-create-hashtag-for-your-brand/#:~:text=cursory%20hashtag%20research.-,DiGiorno%3A%20%23WhyIStayed,-DiGiorno%20is%20known) have been thoroughly humiliated when they used a hashtag pertaining to domestic violence or other serious subjects to sell their products. Even if a hashtag is trending and bringing in lots of traffic, be sure you fully understand what it is about and know it is relevant to you.

### 2. Disengage with a Social Media User if “SILENCED”

No matter how friendly your brand behaves, not everyone wants to talk to it. The “[**Silence, Brand**](https://totempool.com/blog/silence-brand/)” meme has become a visual shorthand for this sentiment. 

<Img
img="/uploads/silence_brand_f5f7e0b812.jpg"
alt="Silence, Brand"
/> 

If you contact someone and they respond with this meme, or a line that carries the same meaning, disengage and move on. They have made their feelings clear, and it is only polite to respect that. Plus, you never know if they will be act belligerently toward you.

### 3. If You @ a User, Make Sure It Is a Positive Experience

@ (“at”) is a symbol used on most social media networks to tag an individual user, who will then get a notification. You should only use @ to create positive brand experiences. Remember, all your followers may be watching any given interaction. It is almost always okay to @ a user to express thanks or to draw your audience’s attention to something positive that person did.

### 4. Do Not Enter a User’s Direct Messages Unless Invited

Even if a user is following your brand, it does not mean they want to receive direct messages. Your promotions should never rely on getting people to respond to direct messages – if you need to get attention from a specific user, tag them with @ instead. Direct messaging should only be used if the individual initiates or consents – for example, when providing customer service.

### 5. Do Not Argue in Public

Conversely, do not get into fights or arguments with social media users in public. Always try to steer customer service topics to DM quickly so that no personal information will be publicized by accident. Sometimes, a user may have a complaint that they want to draw lots of attention to. They may not be interested in constructive discussion or resolving the problem. In cases like these, pass the matter off to your company’s outreach team. They will have additional options for giving the user an incentive to change their behavior.

### 6. Be Mindful of Highly Charged Subjects

When handling any type of controversy, be sure your social media is aligned with your [**Corporate Social Responsibility**](https://www.investopedia.com/terms/c/corp-social-responsibility.asp) plan and brand values. Outside the clear bounds of your brand strategy, it is usually best to err on the side of caution and not get involved with disputes that could damage your brand. Always remember that you do not need to respond to every message, even when your account gets an @.

### 7. Monitor Your Brand Mentions So You Can Respond Proactively

There are many different ways to search for brand mentions. They may come in the form of a hashtag, an @, or an in-text mention of your brand name. Any such mention should be considered consent for you to respond, even if the person is making a complaint or a general observation. Be sure that your social media technology stack includes tools to monitor mentions for you and alert you to new ones. Some examples include [**Nexalogy**](https://apps.hootsuite.com/apps/nexalogy), [**Mentionlytics**](https://www.mentionlytics.com/), and more.

### 8. Be Polite and Respectful at All Times

Just as Ronald McDonald wouldn’t yell at a child in Playland and Mickey Mouse wouldn’t push someone out of line at the Magic Kingdom, your brand should always remain polite and respectful no matter what. Remember, a brand is not a human being – it is a character. Followers believe they have a relationship with that character, and your behavior is key to maintaining their immersion.

## Social Media Etiquette Makes Life Easier for You and Your Followers

What does social etiquette mean? In the long run, it is a lot simpler than it looks. By being thoughtful in your social media communications, you will attract followers who care about what you have to say. That helps you get real business value from social media instead of just shouting into the void.

Be sure the social media etiquette tips above are available to everyone on your staff who will touch your social media. Make them available in your Slack, Dropbox, or right on the office wall – whatever is most convenient. Even the best etiquette rules are not worth anything unless you follow them!

If your business will be using social media regularly, you should document social media best practices for your brand management team to follow.

large_8 Big Social Media Etiquette Rules for Business Save.jpg

medium_8 Big Social Media Etiquette Rules for Business Save.jpg

small_8 Big Social Media Etiquette Rules for Business Save.jpg

thumbnail_8 Big Social Media Etiquette Rules for Business Save.jpg

8 Big Social Media Etiquette Rules for Business Save.jpg

Be sure these social media etiquette tips are available to everyone on your staff who will touch your social media.

8 Social Media Rules for Business | Do’s and Don’ts

8 Big Social Media Etiquette Rules for Business Save

<Img
img="/uploads/Mobile_Marketing_101_Push_Notifications_98b970d15c.jpg"
alt="Mobile Marketing 101: Push Notifications"
/>

Today, a significant majority of the global population access the internet through mobile devices rather than laptops or desktops. In the past, mobile marketing has been described as "the latest marketing trend" or "future of marketing." The truth is mobile has become an undetachable part of life, and for this reason alone, mobile has come to rule the world of marketing.

In this mobile-dominant landscape, where millions of apps compete in app stores, customer retention is now the biggest challenge for brands. Enter mobile push notifications – a new-age marketing tool with the ability to revolutionize the way you engage with and retain customers, whether potential, existing, or lapsed.

Let’s demystify mobile push notifications by explaining how they can play an instrumental role in shaping the fate of your business.

## What Are Mobile Push Notifications?

Every time you get breaking news updates, extreme weather notifications, or updates about your Amazon delivery on your smartphone – that’s a push alert conveyed directly to your device based on your personal preferences.

What is a push alert? Push alerts are actionable, attention-grabbing messages sent to your device through an app. They can potentially include a customized notification tone, brief personalized messages, and the ability to complete certain actions without opening the app.

<Note>
It’s important to understand the difference between [**web push**](in-depth-guide-on-web-push-notifications) and mobile push notifications. Web push notifications are the messages sent to users through desktop or mobile web. These alert-style messages typically slide onto the top or bottom right-hand corner of a desktop screen. On a mobile device, web push notifications are received on the notification screen. On the other hand, mobile push notifications are the messages that pop up on mobile devices from installed applications.
</Note>

A basic mobile push notification typically consists of some text and a deep link embedded within a call-to-action. Over time, mobile push has evolved to include enhanced visual and functional options. Today, with [**rich push notifications**](updates-telegram-bot-facebook-ads-manager), you can attach media such as music, static images, animated gifs, or short videos (on iOS) for a more engaging experience.

<Img
img="/uploads/rich_push_cc7d29f13c.png"
alt="Rich push"
src="Rich push preview in the Altcraft editor"
/>

App push notifications have become exceptionally important for re-engagement campaigns, especially when paired with deep linking technology, which seamlessly routes users to the desired conversion action within the app.

In a deeply competitive mobile landscape, mobile push is a dynamic marketing tactic that introduces an easier, better way to communicate with customers directly. Push messages are a way to connect with your audience and promote long-term, high-value engagement.

In essence, mobile app push notifications are used to engage, re-engage, and retain customers.

<Img
img="/uploads/Average_App_User_Retention_For_Push_Enabled_Users_Vs_Push_Disabled_Users_9d3c4e3564.jpg"
alt="Average App User Retention For Push Enabled Users Vs Push Disabled Users"
/>

## How Do Push Notifications Work?

Characteristically, push notifications are contextual, timely, personalized messages featuring a quick-to-the-point alert or call to action. They can pop up at any time; users don’t have to be using the app or their devices to receive them. More importantly, they look like your everyday SMS text messages on the notification panel.

<Img
img="/uploads/push_notification_on_ios2_a75cbfbcb8.png"
alt="Push notification on iOS"
/>

Now, the push notification journey begins at user install. When a person downloads an app, they typically receive a prompt to either block or allow notifications – it’s a preference they can change whenever they want to in their app or phone settings.

So push notifications can only be sent to users who’ve installed your app and enabled notifications. Each mobile platform has a service that supports push messages. For instance, Altcraft relies on push notification providers to deliver notifications:

1. Apple Push Notification (APN) service for iOS platforms

2. On Android:

- FCM (Firebase Cloud Messaging) for Google-enabled devices, and
- HMS (Huawei Messaging Service) for Huawei devices

The great thing about app push notifications is that they can be targeted to specific demographics of your user base.

## Benefits of Mobile Push

Push notifications can significantly enhance your customer experience allowing you to grow and retain your customer base.

As a communication channel, push notifications facilitate a timely flow of information, allowing businesses to easily interact with their audience. And they’re considerably less intrusive than other forms of user engagement.

Let’s look at some of the reasons why you should add mobile push notifications to your marketing mix.

- **You can send messages even when users aren’t actively using your app.** All that’s required is an internet connection.

- **Easy opt-in experience.** Usually, users must subscribe or opt-in to the service to receive these messages. All they have to do is simply select "Allow" when prompted.

- **Increased engagement since messages are sent in real-time.** And this is how push notifications increase app engagement numbers and the number of visitors returning to a website.

- **Higher conversion rates.** The messages are personalized, offering users a great non-invasive experience that boosts conversion rates.

- **Reduce efforts in the customer journey.** With deep links and a powerful CTA, you can direct users to certain actions within the app – another way to boost conversion.

Nothing is perfect – not even mobile push notifications. Some of the disadvantages of this marketing channel include:

- Users must opt-in, and almost one-third of them choose to opt-out or disable notifications which can impact marketing reach.

- Are easily confused with ads which can make them feel invasive.

- They have a character limit. Basically, they're one-liners making it difficult to communicate effectively.

Even with their shortcomings, mobile push notifications are still a vital element of any mobile marketing strategy.

## Mobile Push Notifications Strategy

How do you increase app engagement? First, let’s start with the mistakes that tend to derail push notification campaigns.

- **Too many notifications** – You don’t want your messages to come across as spam. The fewer the notifications, the more likely you are to engage rather than irritate your customers.

<Img
img="/uploads/Estimated_number_of_weekly_push_notifications_that_make_people_stop_using_the_app_b37d256f3f.jpg"
alt="Estimated number of weekly push notifications that make people stop using the app"
/>

- **Ignoring time zones** – It’s not just about tailoring message content. You also have to send the right message at the right time. Poor timing will more likely get your app uninstalled.

- **Poor copy** – Push notifications are designed to be brief, so make sure the information delivered is relevant and intriguing.

- **No expiration** – If the sale is over, get rid of the notification from the system. Otherwise, it could lead to terrible experiences for customers.

Push mobile notifications are one of the best marketing tools you have at your disposal for re-engaging users. Here are some tips to help you design a user-centric push notifications strategy.

### 1. Market to people, not devices

People want personalized and relevant push notifications. Generic messages are nothing but an annoying distraction. To engage your users, you must first understand them. A great example of this is Netflix. Based on user streaming habits, the Netflix app sends push notifications informing users of shows they'd like or when new seasons of their favorite shows become available.

<Img
img="/uploads/netflix_app_push_7f7507c266.png"
alt="Netflix app push"
/>

To do this, start by [**mapping**](customer-journey-map-visualization-tools) user behavior. Did they view a product or read a post? How long was their app session? The Altcraft platform, by way of [**AK-Pixel**](ak-pixel) technology, collects, analyzes, and enriches user data allowing you to deliver push notifications that are personalized to user behavior. This way, you get to increase engagement and build a relationship with your audience.

### 2. Segment your audience

Good marketing is [**personalized**](/features/personalization) marketing. Accurate audience segmentation allows for perfectly tailored messages that suit your user behavior and needs. It's the era of big data – details about user demographics, browsing habits, and interests are readily available for you to customize your messages.

### 3. Get the Opt-In

Returning to the subject of operating system push notification services, it’s important to note that the APN service requires iOS users to grant permission for an app to send them push notifications. Android does not. The majority of iOS apps show a standard opt-in message when the app is first installed.

A better approach would be to create a customized welcome message that briefly explains the value of opting in. It's important to make a great first impression.

## Big Impact, Low Effort

Yes, mobile push notifications are worth all the hype. App push notifications expand your marketing reach, and they take very little time and effort to set up. So, what are you waiting for?

In a deeply competitive mobile landscape, mobile push is a dynamic marketing tactic that introduces an easier, better way to communicate with customers directly.

large_Mobile Marketing 101: Push Notifications.jpg

medium_Mobile Marketing 101: Push Notifications.jpg

small_Mobile Marketing 101: Push Notifications.jpg

thumbnail_Mobile Marketing 101: Push Notifications.jpg

Mobile Marketing 101: Push Notifications.jpg

Enter mobile push notifications – a new-age marketing tool with the ability to revolutionize the way you engage with and retain customers, whether potential, existing, or lapsed.

Mobile Push Notifications | Benefits for Your Business

Mobile Marketing 101: Push Notifications

<Img
img="/uploads/An_In_Depth_Guide_on_Web_Push_Notifications_71f911b97c.jpg"
alt="An In-Depth Guide on Web Push Notifications"
/> 

In the current competitive business environment, most small, medium, and large businesses face challenges in creating engaging channels that provide customers with relevant information for more clicks. This explains why more than 70% of online shoppers don’t return to online stores. If you have been struggling too, take advantage of web push notifications.

## What are Web Push Notifications?

Generally, push notifications, which includes web push and mobile push notifications, are rich-text messages, just like SMS, sent to devices from third-party applications. They are a one-way form of communication sent to alert or inform your prospects and customers. That said, it is worth noting that web push notifications are different from mobile push notifications.
Just to mention, mobile push notifications in the phone come from mobile applications, such as a notification from Gmail about a new letter, while web push notifications are sent by sites through the user's browser, such as a desktop device or on a smartphone, and you do not need to install the application to receive these notifications.

However, while both types of push notifications can be received on a mobile device, only web push notifications can be received on the desktop.

## How web push notifications work

A web push notification refers to a message delivered to a user's device from your website. The message is delivered as soon as they start browsing your site, on desktop or mobile. This content format alerts the user of generous offers and features—and the notification appears immediately when a user opens your website.

To use a web push notification, you need a set up with a web push notification service provider, who will also handle all the technical aspects related to delivery, activation, and content moderation.

Once you activate web push notifications, your website visitors will be prompted to subscribe. All they are needed do is click allow on the "Allow Button." Once they are subscribed, you can schedule notifications for them.

<Gallery>
<GalleryItem
original="/uploads/aliexpress_push_a48f1e683d.png"
thumbnail="/uploads/aliexpress_push_a48f1e683d.png"
description="Request for permission to send notifications on AliExpress"
/>
<GalleryItem
original="/uploads/Screenshot_from_2021_10_07_16_12_20_6be88570cb.png"
thumbnail="/uploads/Screenshot_from_2021_10_07_16_12_20_6be88570cb.png"
description="Request for permission to send notifications on Altcraft website"
/>
</Gallery>

Push notification is triggered by external scripts that are triggered even if the web page is not being used at the moment. The user will be notified as soon as his mobile device or computer connects to the network.

## Pros of Web Push Notifications

Below are the reasons you should use web push notifications:

- They reach web visitors, whether they are on your site or not
- Hooks both web and mobile visitors
- No email addresses required
- They encourage and accelerate conversion actions
- Subscribers are loyal to this information because they agreed to receive it
- Messages are not covered by [**spam filters**](how-to-send-millions-of-emails-and-avoid-spam-filters)
- Easy to manage
- There are no fake contacts to deal with
- Best for companies without mobile apps
- Cons of Web Push Notifications
- Users must agree to opt-in ([**one-third of web users**](https://www.airship.com/resources/infographic/accengage-push-notification-in-app-message-benchmark-for-mobile-apps/) disable push notifications)
- Ignoring or opting out is easier
- Some people prefer ads or [**emails**](how-to-build-an-email-database)

## How to Use Web Push Notifications for Business

Like any other digital marketing strategies, the underlying use cases for web push notifications are majorly determined by business objectives. As such, markets and businesses across multiple industries, especially affiliates, eCommerce, banking, media, and travel, can leverage web push notifications to achieve their business objectives. Below are some ways that businesses can use web push notifications.

### Customer Engagement and Retention

Currently, marketers across all industries have understood the value of existing customers and thus focus on improving user engagement and customer retention. For instance:

**Ecommerce** businesses can send notifications with discounts and offers for high-level engagement. Trivial messages, such as welcome notifications, help build customer trust. They are also best for the cart abandonment response strategy. The same applies to flash sales, where businesses can send push notifications with the seasons' collections and new arrivals to spark customer interest.

**Banking and financial** service providers can encourage their prospects to visit their site by sending notifications about special discounts, [**bonus reward points**](customer-loyalty-program) that customers can redeem, and cashback opportunities.

**Entertainment industry** – usually, entertainment industry-related websites are either blogs, news channels, sports channels, which have their individual websites. You can send the users notifications and updates in the entertainment industry to attract visitors to your entertainment websites. For instance, you can:

- Send visitors news about the latest releases — an album, movie, or a book by a celebrity.
- Update your subscribers about the latest trailer release
- Track your subscriber’s activity and segment their interests to match their favorite celebs
- Send notifications and updates to your sports fans about the most awaited match, send live scores

<Img
img="/uploads/which_industries_use_web_push_notifications_8c9a05e25e.png"
alt="Which industries use web push notifications?"
/> 

### Content Marketing

Currently, more than [**91% of B2B businesses**](https://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018-b2b-research-final.pdf) use content marketing to create awareness, guide buyers through their sales funnel, and aid decision-making. Digital marketers have increasingly turned to web push notifications to communicate to their clients with the main goal of building trust and driving leads. Businesses use push notifications for content marketing in the following ways:

- **Awareness-driven campaigns** – educating your clients about various aspects in your industry, such as how to use a product/service or defining complicated jargon, makes you an industry leader. Push notifications can simplify this.

<Img
img="/uploads/image_2021_10_07_16_04_02_38a87f964d.png"
alt="Web push notification about new blog article "
/>

- **Product/service updates** – you should inform your customers about new products or services and how these products suit their needs. Web push notifications can perfectly facilitate this.

Web push notifications can also be used for behavior-based communication, transactional updates, and product promotion.

## Web Push Notifications Best Practices

Push notifications are probably the best communication tools for various reasons. However, like any other digital marketing strategy, some tips improve its effectiveness. Below are tips for perfecting your web push notifications campaign:

- **Content**

Web push notifications allow businesses to broadcast information according to user behavior and interest. Therefore, you should ensure that these messages are tailored to suit the context. Consider all information available about the subject to [**personalize**](dynamic-content) these messages. Remember that there isn't much space to explain your message in detail. You are just prompting users to take a certain action.

Fortunately, [**rich push**](updates-rich-push-i-formy) functionality can ease this task. As the name suggests, rich push platform allows users to send push notifications with rich media statements. With rich push, you can create web push notifications for different browsers and operating systems. That aside, it allows users to send push notifications of several characters with images, audio, videos, and other interactive element attachments.  

<Img
img="/uploads/updates_rich_push_1918dff001.gif"
alt="Rich push editor"
src="Rich push editor in Altcraft Platform"
/> 

- **Timing**

Accurate timing of push notifications is crucial to maximizing customer engagement. Therefore, depending on text content, you can send notifications as a response to customer actions. Similarly, if you want to target dormant visitors, time the sending perfectly. Timing is especially important for brands with a worldwide audience.

As such, you should do a time zone check before sending out notifications. The time and day of the week matter. For instance, business and finance-related communications are best sent in the morning and at the beginning of the week. Gaming and entertainment perform better during the evenings and weekends. Fortunately, automation can help you plan and schedule these notifications in advance.

- **Distribution**

You should make sure that push notifications are delivered to the right audience. As such, you should have a clear understanding of your audience to run an effective push notifications campaign. Understanding your audience makes it easy to send finely targeted messages that are appropriate for specific scenarios. For instance, notifications sent to retain or lure old customers shouldn’t reach new customers who recently opted in. Newcomers should get a “welcome” message instead.

## Conclusion

Web push notifications are a precise online marketing tool. It provides a high level of precision when targeting specific users and groups. Besides, they are very visible and hard to ignore. Reaching your users on their phone or desktop, whether they are browsing your website or not, isn't an opportunity to overlook.

That said, you should consider using a third-party tool for your web push notifications. For this, consider using [**Altcraft Platform**](/en), an omnichannel marketing automation software. We provide businesses with multiple communication channels, including push notifications.

Web push notifications are contextual, timely, personalized messages featuring a quick-to-the-point alert or call to action. 

medium_An In-Depth Guide on Web Push Notifications.jpg

small_An In-Depth Guide on Web Push Notifications.jpg

thumbnail_An In-Depth Guide on Web Push Notifications.jpg

An In-Depth Guide on Web Push Notifications.jpg

Web push notifications are contextual, timely, personalized messages featuring a quick-to-the-point alert or call to action. Businesses use these messages to drive engagement back to the website.

An In-Depth Guide on Web Push Notifications

<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_05d6172f15.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_8d429d7611.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_e0ae67dea4.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_4cc621023e.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_92e9a721c4.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.

medium_top-digital-marketing-metrics.jpg

small_top-digital-marketing-metrics.jpg

thumbnail_top-digital-marketing-metrics.jpg

top-digital-marketing-metrics.jpg

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.

medium_conversion funnel.jpg

small_conversion funnel.jpg

thumbnail_conversion funnel.jpg

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.

medium_блог.jpg

small_блог.jpg

thumbnail_блог.jpg

блог.jpg

What Data-Driven Marketing Is | 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.

medium_use-linkedin-in-marketing.jpg

small_use-linkedin-in-marketing.jpg

thumbnail_use-linkedin-in-marketing.jpg

use-linkedin-in-marketing.jpg

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.

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

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

Don't forget to subscribe to our Blog