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<Video
url="https://www.youtube.com/embed/o85-BdJ6V9Y?si=ITsycfx7D2wvK22p"
/>

In 2013, Snapchat introduced a new format for publishing content — stories. It was uncertain at the time if this innovation would become popular. However, ten years later, stories remain one of the top marketing tools. Users of Instagram* have appreciated this "quick" content format. Stories were introduced to Instagram* in 2016 and remain relevant to this day.

Users, experts who conduct personal marketing, and brands all share their stories. There are even dedicated people — story makers — responsible for creating stories. According to Instagram* statistics, [**85%**](https://wifitalents.com/statistic/instagram-stories/) of users discover new products and services through stories. Therefore, a company's online marketing strategy must include this direction.

In this article, we will explain what stories are, their types, how they work, and why businesses need them.

## Stories: what they are and why they're needed

**Stories** are short vertical content formats (up to a few seconds) with horizontal scrolling options, published for a limited time (usually 24 hours). Depending on the platform, you can post images, videos, add text, music, links, hashtags, stickers, masks, and even draw. Stories are broadcast only to followers.

There are also dedicated apps for creating stories with extended features, offering a variety of fonts, templates, and other tools. The idea behind stories is to create easy and native content, where perfection isn't mandatory. Aesthetic pictures and videos are more suited for posts that don't disappear from the feed — this is an unspoken rule of social media.

Stories can be found on Instagram*, VK, and other mobile apps, messengers, and even websites. The themes and formats of stories are similar to other publications: from direct advertising, case studies, and tips to polls and reposts of posts and videos.

### Advantages of online stories for business

**Increased engagement.** Stories offer a quick and easy way to consume content, equipped with tools for marketing communication with users. Brands engage their audience through [**storytelling**](https://altcraft.com/blog/let-the-client-feel-like-a-hero-how-storytelling-works) and content that evokes emotions, conduct surveys, collect feedback, and other interactions. Stories on a website also increase the time a user spends on a web page, which positively impacts search engine ranking.

**Conveying information to customers.** Through stories, companies share information about new promotions and products, events, and news. This format does not overwhelm users and, due to the FOMO effect (fear of missing out), encourages them to watch stories repeatedly.

**Brand awareness growth.** Although stories are primarily seen by followers (with no external reach), this type of content also expands the brand's audience. Advertising in stories by bloggers and on other platforms remains a popular promotion tool. Interestingly, the cost of integration into stories is often lower than in posts or video publications.

Social media stories feature tagging tools that users love to use for brands. For instance, when they visit a restaurant and then share about it on their page. Encouraging the audience to create such stories and then reposting their stories increases brand awareness and provides free user-generated content.

**The effect of personalization.** Stories seemingly reduce the distance between the brand and the customer due to their native format. Companies show their internal life and communicate with users in a live format, creating a sense of personal connection. Personalization is a marketing trend that continues to gain momentum.

<Note>
How does personalization work? And why is it needed? Read the article "[**Personalization: What It Is and Why Personalized Marketing Matters**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters)"
</Note>

## Types of stories

Based on goals, there are several types of stories, which align with the types of other social media posts:

- **Informative and educational** — communicate brand news, new products, changes, and product features. 

- **Selling** — lead to conversion: the purchase of a product or service. 

- **Engaging** — motivate the user to interact with the brand's content. 

- **Entertaining** — lift the audience's mood, convey company values through humor, and tell about the product.


Based on formats, the following types of stories are distinguished:

**Images (usually with text).** Several photos can form an entire story or reveal one idea through cards. Sometimes it’s just text on a background without a picture.

**Video stories.** These are short clips (usually 15-30 seconds) that convey an idea on their own (e.g., announce a promotion) or form a sequence of several clips.

**Animated stories.** The functionality of many platforms allows adding moving stickers to images and videos in stories. Animation adds variety to the content.


## Rules for creating effective stories

Stories are more native content compared to other posts, and creating them doesn't take much time. However, to make the format effective, you should follow these rules:

1. **Create a unified style for your stories** that will be associated with your brand: think about colors, fonts, and the style of images. Avoid turning your storytelling into a "mess." 

2. **Keep your stories simple and clear.** Don’t overload them with text and philosophical themes that require thoughtful study of the content. 

3. **Don’t stretch a single thought across too many stories.** Users will get bored and might not finish watching. 

4. **Add variety.** Use different formats, not just one: images, videos, polls, etc. 

5. **Check the story** for spelling errors, design correctness, and afterwards, for the functionality of links and other tools before publishing. 

6. **Motivate users to interact** or take a specific action, rather than waiting for them to take the initiative themselves. 

7. **Create interesting plots** so that the audience watches your stories to the end. Use storytelling tools that engage viewers in the narrative.


## How to promote your products and services through stories

Bloggers particularly excel in selling through stories, using various scenarios for product presentations and calls to action. Brands also adapt their techniques and collaborate with influencers for integrations. There are no strict boundaries here; methods depend on the authors' creativity. However, some popular promotion types exist.

**Advertising.** The most straightforward and direct format where a product or service is sold without any storytelling. These are ad posts adapted for stories, featuring an offer, product benefits, and a CTA. It’s important to approach this creatively to stand out.

**Native advertising.** The product is mentioned in the context of a story where it plays a crucial role (solves a problem) or is casually mentioned. This format is very popular among bloggers for brand promotion. 

**Warm-ups.** A favorite format of bloggers. Unlike native advertising, this strategy is more extended. The product is usually introduced indirectly at first, mentioning it from various angles. For example, the problem is first highlighted. Suppose a blogger wants to lose weight and tries different methods: diet, home workouts, fitness centers, and then finds the right course (or creates their own). Warm-ups can last from several weeks to months, depending on the product.

**Building trust** is not as quick a promotion method as advertising, native integrations, and warm-ups. However, it is the established communication with the audience that turns followers into customers. Broadcasting your values, product advantages, and its worth leads to loyalty and sales.

## Stories on different platforms

### Instagram*

The concept of "stories" became popular thanks to this social network (although it was originally created by Snapchat). Instagram offers a wide range of features in its editor. You can use various fonts, draw, create polls, set timers, ask questions, participate in challenges, add animated stickers, include music, mention other users, use hashtags, and add links to other resources. You can choose to publish your stories for everyone or for a specific list of followers.

<Img
img="/uploads/example_of_instagram_stories_368ce1e533.jpg"
alt="Instagram stories"
src="Example of Instagram stories*"
/>

### VK

VK stories offer background templates, stickers, GIFs, a text editor, drawing tools, and the option to set the availability time for stories: one hour, 12, 24, or 48 hours. Music can be added from the catalog, and there are mentions, polls, and themed hashtags.

### Telegram

Stories on Telegram appeared relatively recently and are available to users and channels (but only if they receive enough boosts) from Telegram Premium subscribers. They can be posted for a duration of six to 48 hours. The built-in editor includes features for adding text, filters, stickers, reactions, drawing, and privacy settings.

 <Img
img="/uploads/example_of_stories_telegram_70a62e42ff.jpg"
alt="Telegram stories"
src="Example of stories in Telegram"
/>

### WhatsApp*

Stories on WhatsApp are called "Status" and disappear after 24 hours. Users can post photos, videos, GIFs, add text, and even voice messages. Reactions to stories are available, as well as the ability to choose the audience who can see them.
 
### Stories on apps and websites

Brands actively use the stories format not only on third-party platforms but also on their own. This way, they announce promotions, talk about products, and deliver useful information to users.

<Img
img="/uploads/news_announcements_via_stories_6324f6a9c3.jpg"
alt="News announcements via stories"
src="The famous news media Der Spiegel gives news announcements via stories"
/>

Also, stories here come personalized. 

<Img
img="/uploads/personalized_stories_79bb14e4fb.jpg"
alt="Example of personalized stories"
src="Personalized stories on apps"
/>

Interactive stories work in the apps. For example, polls are conducted or you are offered to add a product to your cart at once.

<Img
img="/uploads/onboarding_stories_51d8d83b9f.jpg"
alt="Onboarding stories"
/>

In another example, a customer is asked to evaluate his most recent purchase.

<Img
img="/uploads/stories_asking_for_feedback_f7aaedd0e4.jpg"
alt="Stories asking for feedback"
/>

Stories on websites serve the same function as they do on other platforms.

<Img
img="/uploads/stories_in_search_results_4adb2ae707.jpg"
alt="Stories in search results"
/>

## Summary

Stories are a vertical content format that disappears after a few hours or days. Stories in the form of images, videos, and text are supplemented with stickers, animations, links, interactive elements, and other features in platform editors. The functionality across different platforms is similar.

Stories are used in marketing to communicate with customers, increase engagement, enhance brand recognition, and even for personalization. They inform, entertain, sell, and motivate users to interact with the brand. Storytelling, direct and native advertising, and warm-ups work well here.

Today, stories are supported by Instagram* (owned by Meta, banned in Russia), VK, Telegram, and WhatsApp* messengers. Companies also add stories to their websites and apps.

*
*Products of Meta, recognized as an extremist organization in Russia.*

Stories are vital in marketing, boosting engagement, brand awareness & customer interaction. Effective on Instagram, Telegram, and VK with versatile features.

medium_stories-how-to-use-this-tool.png

small_stories-how-to-use-this-tool.png

thumbnail_stories-how-to-use-this-tool.png

stories-how-to-use-this-tool.png

About what stories are used for in marketing, what types there are and how they are useful for business.

Stories: Advantages, Types & How to Use in Marketing

Stories: How to Use This Tool in Marketing

<Video
url="https://www.youtube.com/embed/a6zMy3wL7ZM?si=h2RdGj6_FIDkiQSY"
/>

Advertising has long penetrated into movies, computer games, and other content, often in a native form, where the product is integrated into the plot instead of being directly advertised with a call to action. Such seemingly casual mentions constitute product placement, which has become a whole industry and entered popular promotion channels. The market for this direction is growing every year: if in 2023 [**the investment amounted**](https://www.statista.com/statistics/915174/product-placement-revenue-worldwide/) to nearly $30 billion, then by 2026 it is forecasted to grow to $41 billion.

Integration of advertising into content is costly, but businesses are willing to pay because this format can increase brand recognition and boost sales. In this article, we'll delve into what product placement is, its types, and the benefits it brings to companies.

## What is product placement and why is it needed


**Product placement** is the most [**native advertising**](https://altcraft.com/glossary/native-advertising-its-pros-and-cons-its-types-and-benefits) of a product or company in content: movies, cartoons, computer games, music videos, and even books. The mention or demonstration of the brand is seamlessly integrated into the narrative and becomes a part of it. This format is not even perceived as advertising, unlike placements on social media, websites, and other resources.

Interestingly, the first product placement appeared in painting. In Eduard Manet's painting "A Bar at the Folies-Bergère" (1882), a bottle of "Bass" ale was placed on the counter alongside other bottles. It featured the recognizable logo of the product produced by a well-known brewery company of that time. It is unknown whether the artist added such an image for payment or simply depicted the spirit of the time.

Product placement is an opportunity to:

- **Expand the audience and increase recognition** because millions of people watch movies, play computer games, which are not always accessible through other channels. 

- **Shape the right image of a product or company.** With skillful product placement, brand products are showcased in a positive context, shaping the desired business associations with the product. For example, a certain brand of sunglasses becomes the attribute of a strong hero who evokes admiration. And negative characters are prohibited from using Apple products on screen. Mercedes-Benz forced filmmakers to blur all their logos in the movie "Slumdog Millionaire." Such brand advertising created negative associations with poverty depicted on screen when cars of this brand drove by. 

- **Boost sales of brand products.** For example, after the release of the "Barbie" movie, purchases of Mattel dolls [**increased by 25%**](https://www.marketingweek.com/mattels-marketing-barbie-uplift/) compared to the previous year. The company prepared for such growth and even released a new collection.

## Types of product placement

Product placement is divided into several types:

<Table>
| **Type** | **Description** |
| ------ | ------ |
| Visual demonstration| The product itself, a logo or other elements that clearly hint at a certain brand appear in the frame. This type is direct product placement, which is often used in movies. |
| Verbal reference| The brand is not shown on the screen, but it is talked about in the context of a conversation. Such product placement in films is prescribed at the script level. For example, the hero of the movie "Call" says in one of the scenes: "Only Megafon has a connection here". And the brand mention can also be textual, when the product placement is embedded in the book. |
|Interaction with the product | The brand's goods are actively used in movies or even become an important part of the story. Such an example is the yellow Chevrolet Camaro car into which the autobot Bumblebee from the movie "Transformers" turns. |
</Table>

Product placement in games, movies, books, music videos uses such formats depending on the story and the wishes of the brands. 
## Advantages and disadvantages of product placement

Native advertising in audiovisual content is a powerful but ambiguous promotional tool with its own set of pros and cons.
### Product placement: advantages 

**Wide audience reach:** Content is consumed by millions of people, giving the brand a higher chance of attracting attention. Moreover, these people come from different parts of the world.

**Subtle product promotion:** Product placement does not include the usual product description and call to action, thus avoiding pressure on the viewer. Instead, it demonstrates the product's capabilities, allowing potential customers to evaluate its features on their own. This format is less likely to be as irritating as traditional advertising.

**Unlimited lifespan:** The content where the advertisement appears is created to last for many years and essentially becomes timeless. We still rewatch old movies and read books written many years ago. Therefore, advertising in such content products becomes infinite in terms of duration.

### Product placement: disadvantages

**Cost of placement:** It is difficult to know exactly how much brands pay for placement in, for example, movies. However, it is known that these amounts are in the millions. The more potentially successful the project, the higher the price for advertising. Only brands with large promotion budgets can afford this.

**Reputational risks:** Native advertising in films is also linked to the personality of the actor interacting with the product. If this person gets into a situation that tarnishes their reputation, it reflects on the brand as well.

**Opaque assessment of advertising results:** If you decide to showcase your product through a frame in a movie, a fragment of a game, or a TV show, you must accept the fact that it is impossible to track the exact effect of such integration. The effectiveness of a product placement campaign is measured by indirect indicators, such as an increase in product sales after the release of a movie featuring the advertisement.

## Examples of product placement in movies

### "Back to the Future"

The film "Back to the Future" is a classic example of product placement and possibly the first thing that comes to mind when talking about advertising in movies. The legendary Nike sneakers from the second part of the trilogy have become iconic.

<Img
img="/uploads/back_to_the_future_cbcf29d2b7.png"
alt="The Nike sneakers in Back to the future"
/>

However, in the first film, the protagonist also wears shoes from this brand. The advertisement appears right in the opening credits. 

<Img
img="/uploads/nike_sneakers_in_back_to_the_future_890967ddb3.png"
alt="The protagonist in Back to the future also wears shoes from Nike"
/>

Additionally, in one of the shots in the second part, one of the characters is dressed in a competing brand, Adidas.

<Img
img="/uploads/adidas_brand_back_to_the_future_9f1c526fc5.png"
alt="The Adidas in Back to the future"
/>

In both films, the characters drink Pepsi with designs from different eras. 

<Gallery>
<GalleryItem
original="/uploads/pepsi_in_back_to_the_future_380036ad66.png"
thumbnail="/uploads/pepsi_in_back_to_the_future_380036ad66.png"
/>
<GalleryItem
original="/uploads/pepsi_in_different_eras_3d970694b3.png"
thumbnail="/uploads/pepsi_in_different_eras_3d970694b3.png"
/>
</Gallery>

A comical scene involves the brand Calvin Klein. Marty McFly's mother from the past thinks that his name is Calvin Klein because she sees the brand name on his underwear and assumes it's his name. 

<Img
img="/uploads/marty_mcfly_underwear_c2da5dc62d.png"
alt="The brand Calvin Klein in Back to the future"
/>

### "Home Alone"

The famous comedy also features quite a bit of advertising. In the first film, the characters only drink Pepsi.

<Gallery>
<GalleryItem
original="/uploads/home_alone_pepsi_ebc16dc331.png"
thumbnail="/uploads/home_alone_pepsi_ebc16dc331.png"
/>
<GalleryItem
original="/uploads/pepsi_in_home_alone_c5ec51c238.png"
thumbnail="/uploads/pepsi_in_home_alone_c5ec51c238.png"
/>
</Gallery>

However, in the second part, "Home Alone 2: Lost in New York," they switch to Coca-Cola.

<Gallery>
<GalleryItem
original="/uploads/home_alone_part_two_coca_cola_957d09e78e.png"
thumbnail="/uploads/home_alone_part_two_coca_cola_957d09e78e.png"
/>
<GalleryItem
original="/uploads/coca_cola_home_alone_lost_in_new_york_cfc605a364.png"
thumbnail="/uploads/coca_cola_home_alone_lost_in_new_york_cfc605a364.png"
/>
</Gallery>

The plot includes advertising for the airline American Airlines.

<Gallery>
<GalleryItem
original="/uploads/airline_american_airlines_49f393a465.png"
thumbnail="/uploads/airline_american_airlines_49f393a465.png"
/>
<GalleryItem
original="/uploads/airplane_in_american_airlines_2b913abe1b.png"
thumbnail="/uploads/airplane_in_american_airlines_2b913abe1b.png"
/>
</Gallery>

Santa Claus gives Kevin Tic Tacs instead of candy, which he has run out of.

<Img
img="/uploads/santa_claus_gives_kevin_tic_tacs_e624f14bfd.png"
alt="Santa Claus gives Kevin tic tacs in Home alone"
/>

In a store, the young protagonist buys Tropicana juice and Tide detergent along with other items. 

<Img
img="/uploads/tropicana_juice_and_tide_2f3bf86329.png"
alt="The young protagonist buys Tropicana juice and Tide"
/>

The burglars track Kevin in a Dodge vehicle.

<Gallery>
<GalleryItem
original="/uploads/burglars_track_kevin_in_a_dodge_vehicle_41cd08f6a4.png"
thumbnail="/uploads/burglars_track_kevin_in_a_dodge_vehicle_41cd08f6a4.png"
/>
<GalleryItem
original="/uploads/burglars_track_home_alone_394c0ef4c8.png"
thumbnail="/uploads/burglars_track_home_alone_394c0ef4c8.png"
/>
</Gallery>

In the second film, some scenes were shot in the legendary Plaza Hotel in New York.

<Img
img="/uploads/plaza_hotel_home_alone_83689c5bf4.png"
alt="The legendary Plaza Hotel in New York"
/>

In one scene, even the hotel's owner, Donald Trump, appears, with Kevin asking him for directions.

<Img
img="/uploads/legendary_plaza_hotel_545b75756e.png"
alt="The hotel's owner, Donald Trump with Kevin in Home Alone"
/>

### "Forrest Gump"

In the story, several well-known magazines are visible multiple times: People, Life, Playboy, and Fortune. Some are read by the characters, and in one, Forrest Gump himself appears on the cover.

<Gallery>
<GalleryItem
original="/uploads/forrest_gump_3c518d3cf1.png"
thumbnail="/uploads/forrest_gump_3c518d3cf1.png"
/>
<GalleryItem
original="/uploads/forrest_gump_playboy_31b08406a5.png"
thumbnail="/uploads/forrest_gump_playboy_31b08406a5.png"
/>
<GalleryItem
original="/uploads/forrest_gump_life_d0656c7679.png"
thumbnail="/uploads/forrest_gump_life_d0656c7679.png"
/>
<GalleryItem
original="/uploads/forrest_gump_fortune_6ec12cef1a.png"
thumbnail="/uploads/forrest_gump_fortune_6ec12cef1a.png"
/>
</Gallery>

The film features advertisements for Dr. Pepper and 7up sodas, as well as Budweiser beer.

<Gallery>
<GalleryItem
original="/uploads/forrest_gump_drpepper_58171388e1.png"
thumbnail="/uploads/forrest_gump_drpepper_58171388e1.png"
/>
<GalleryItem
original="/uploads/forrest_gump_sevenup_366d88e688.png"
thumbnail="/uploads/forrest_gump_sevenup_366d88e688.png"
/>
<GalleryItem
original="/uploads/forrest_gump_beer_404fe12af8.png"
thumbnail="/uploads/forrest_gump_beer_404fe12af8.png"
/>
</Gallery>

Forrest runs in Nike sneakers and gear, seamlessly integrated into the plot. 

<Gallery>
<GalleryItem
original="/uploads/forrest_gump_nike_47c92fac88.png"
thumbnail="/uploads/forrest_gump_nike_47c92fac88.png"
/>
<GalleryItem
original="/uploads/forrest_gump_gear_19e35999ae.png"
thumbnail="/uploads/forrest_gump_gear_19e35999ae.png"
/>
</Gallery>

The character receives a letter from Apple.

<Img
img="/uploads/letter_from_apple_forrest_gump_61ebb6f8df.png"
alt="Letter from Apple as product placement"
/>

### "The Devil Wears Prada"

This film lived up to its name and became a showcase for luxury brands.

In the opening scenes, the fashion magazine editor-in-chief, Miranda Priestly, enters with a Prada handbag. 

<Img
img="/uploads/the_devil_wears_prada_e2e8872346.png"
alt="Prada handbag as product placement"
/>

The mention of this brand also appears on a poster in the office.

<Img
img="/uploads/poster_in_the_office_aded804849.png"
alt="Prada poster as product placement"
/>

Miranda arrives at work in a Mercedes.

<Img
img="/uploads/devil_wears_prada_mercedes_354a988cc1.png"
alt="Mercedes as product placement"
/>

She gets coffee from Starbucks.

<Img
img="/uploads/devil_wears_prada_starbucks_994bd5a945.png"
alt="Coffee from Starbucks as product placement"
/>

In the magazine office, employees use Apple equipment.

<Gallery>
<GalleryItem
original="/uploads/apple_equipment_devil_wears_prada_b4ea584062.png"
thumbnail="/uploads/apple_equipment_devil_wears_prada_b4ea584062.png"
/>
<GalleryItem
original="/uploads/apple_equipment_1d1f52cbc4.png"
thumbnail="/uploads/apple_equipment_1d1f52cbc4.png"
/>
</Gallery>

Of course, in a film about the fashion world, one of the most famous luxury brands appears. Anne Hathaway's character undergoes a transformation and wears Chanel jewelry, while Miranda receives a gift from the fashion house, seen behind her in a bag. 

<Gallery>
<GalleryItem
original="/uploads/shanel_jewelry_devil_weras_prada_f1efd649ad.png"
thumbnail="/uploads/shanel_jewelry_devil_weras_prada_f1efd649ad.png"
/>
<GalleryItem
original="/uploads/devil_wears_prada_chanel_02d2fbf1c0.png"
thumbnail="/uploads/devil_wears_prada_chanel_02d2fbf1c0.png"
/>
</Gallery>


### "Twilight"

In the first part of the saga, vampires drive Volvo and Mercedes cars.

<Gallery>
<GalleryItem
original="/uploads/volvo_twilight_ead623064e.png"
thumbnail="/uploads/volvo_twilight_ead623064e.png"
/>
<GalleryItem
original="/uploads/twilight_mercedes_3d763688f8.png"
thumbnail="/uploads/twilight_mercedes_3d763688f8.png"
/>
</Gallery>

### "Avengers: Endgame"

Only a few brands could afford advertising in the highest-grossing film in the world as of 2019. In one scene, the Citi bank logo appears.

<Img
img="/uploads/citibank_commercial_in_the_movie_avengers_74f8a43454.png"
alt="Citibank commercial in the movie Avengers"
/>

And Robert Downey Jr.'s character drives a stylish Audi.

<Img
img="/uploads/robert_downey_audi_84663266b0.png"
alt="Robert Downey Jr.'s Audi"
/>

### "Transformers"

In the film, the yellow-and-black Chevrolet Camaro becomes a story hero — the Autobot robot Bumblebee.

<Img
img="/uploads/transformers_the_bumblebee_vehicle_9eedcb2a61.png"
alt="Product placement in Transformers, the Bumblebee vehicle"
/>

## Summary

Product placement is the promotion of brands through visual demonstration or mention in audiovisual content such as movies, music videos, games, and more. This type of advertising subtly forms a positive image of the product or company, expands the audience, and works indefinitely. The brand is shown visually, mentioned, or even integrated into the plot so that the characters interact with its products.

Despite its advantages, product placement is expensive, so it is usually used by high-end brands. It's also challenging to track the actual effect and depends on the reputation of the celebrities who advertise the product on screen.

Today, brand integration into multimedia content remains relevant, and investments in this direction continue to grow.

Product placement integrates brands into content, boosting recognition and sales subtly, though it's costly and hard to measure impact.

medium_product-placement-what-it-is.png

small_product-placement-what-it-is.png

thumbnail_product-placement-what-it-is.png

product-placement-what-it-is.png

About what product placement is, what it is like and what benefits it brings to companies.

Product Placement: Types & Examples of Advertising

What Is Product Placement: Types and Examples of Advertising

<Video
url="https://www.youtube.com/embed/1zLThuVSTF0?si=LwlJNm2-BCq1Omgy"
/>

To attract and engage audiences, marketers employ various tools and formats. It's crucial for companies to stand out amidst competitors in the information flow and draw attention to themselves.

Thanks to marketing technologies, interactivity is now available. One of the real-time ways to conduct marketing communications has become quizzes. It's a simple and understandable format that serves marketing purposes. Advertising campaigns become non-trivial and more effective.

In this article, we'll discuss what quizzes are, how quiz marketing benefits businesses, and how it works.

## What is a quiz in marketing

A quiz in marketing is a promotional tool built on an interactive survey that provides a result at the end. The user answers questions one by one (usually in a multiple-choice test format), and at the end, they receive a description (for example, of their qualities) immediately or after providing an email address.

Quiz marketing works for selling products and services and is also used as a way to research the audience and gather feedback.

## What quizzes are: examples

<Table>
| Type | Description |
| ------ | ------ |
|Test | Needed to find the right product for the customer by identifying preferences through a series of questions. For example, it reveals what kind of dress will suit a girl according to her body type. Or the best model of a sofa for the user's interior is determined. |
| Survey | Used for audience research, gathering feedback or simply to support communication. The motivation for completing the survey is often a bonus at the end. |
| Quiz | A way to entertain and engage through gamification elements. The user answers questions to test their knowledge or to get a prize. Quiz quiz can set a competitive effect. |
</Table>

**Additionally, quizzes are divided into:**

- **Entertainment quizzes:** The goal of such quizzes is to evoke a smile and uplift mood rather than directly sell. These quizzes are created with humor, shared among friends, and their results are shared on social media. For example, after movie premieres, quizzes in the style of "which character from movie N are you?" appear. 

- **Educational quizzes:** These are knowledge checks where users learn new facts. This type of quiz is beneficial for educational platforms. For instance, a foreign language school will likely offer a test to determine the student's proficiency level. 

- **Sales-oriented (marketing) quizzes:** An alternative to traditional online advertising packaged in an engaging format. Instead of directly suggesting, for example, choosing a sofa, a brand may offer a quiz to determine which option best suits the customer.

Each type can be called engaging because the user interacts with the content and explores it.

## Advantages of quizzes

Quizzes are a full-fledged marketing tool that helps:

**Collect leads and expand the company's** [**customer base.**](https://altcraft.com/glossary/everything-about-the-customer-database) Users are more willing to leave their contacts to receive an answer after completing the quiz than just because.

**Present their product or service in a non-standard way.** A well-designed quiz is built around the brand's product, presenting it not directly like in standard advertising but more organically. This format irritates the audience less and also entertains because of its humorous questions.

**Explore potential or existing customers.** Quiz responses not only provide answers to the customer (for example, regarding product selection) but also gather data about the audience's preferences. Based on this information, segmentation is carried out.

**Assist the sales department.** Quiz advertising can perform managerial functions. The customer answers questions that a salesperson would typically ask to identify needs. However, this function is taken over by an online survey. Sales managers then use quiz data in their interactions with customers. [**Personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) is also involved because initial information about the customer is already available.

**Save on customer acquisition.** The cost of a lead generated from a quiz is often lower than from standard advertising. Launching such a format is cheaper than, for example, targeting, and there is also a chance that your quiz or trivia will go viral.

**Engage users with content.** Quizzes and surveys are interactive and unusual types of content that motivate people to stay on the brand's page or in the application longer.

## Where quizzes are placed

Quizzes are considered universal tools because they can be embedded on various platforms.

### Website

The first option is to place the quiz on one of the web pages as a block or a separate window. The second option is to create the quiz in the form of a landing page that collects leads in an interactive format.

### Social Media

Usually, social media platforms are chosen as a way to promote the quiz, which users access via a link to an external resource (website). However, there are options where quizzes are launched within social media platforms through internal applications (e.g., VKontakte).

### Email Campaigns

Email serves as an advertisement for your quiz when users need to navigate to another page via a link or button. But with [**AMP technologies**](https://altcraft.com/blog/amp-emails-what-they-are-their-types-why-required), there is an opportunity to take the quiz directly in the email and receive the results immediately.

<Img
img="/uploads/example_of_a_survey_be5565573c.png"
alt="Example of a survey in an email newsletter"
src="Example of a survey in an email newsletter"
/>

## How to create your own quiz

**1. Set goals.** Determine the marketing objective for which you need a quiz: lead generation, brand or product recognition, gathering information about customers, and so on. It's essential to understand precisely why you're using this format to avoid wasting resources.

**2. Decide on the quiz topic, type, and platform for placement** (see above for more details). The options should align with the goals you've set. It's illogical to create just an entertaining text if you want to quickly acquire new leads because such an option is likely to work for virality.

**3. Create content for each quiz block**, which includes:

- Catchy headline and description. It's crucial to grab the person's attention and appeal to their interests because there won't be a second chance. Don't be afraid to get creative. 

- Questions for the test/survey/quiz. Make them simple, understandable, and not time-consuming for the user. Illustrate them with pictures if appropriate.

<Note>
Important! Don't make the quiz too lengthy for people to complete it.
</Note>

- **Result form.** Plan the content of the response after completing the quiz and the options for obtaining it: immediately on the screen or after the person leaves their email or phone number. To increase the quiz's virality, it's useful to add the option to share the results on their social media page.

**4. Create the quiz in a reliable service.** There are various options available that differ in features and price. For example, Marquiz, Flexbe, Madtest, Envybox, "Konversus," and so on. These services offer sets of templates, interactive elements, design customization, and integration with analytics systems. There are free trial tariffs.

**5. Test the quiz.** Everything should work correctly, and errors in the text are unacceptable. A small technical issue can ruin the impression and make the user abandon the test.

**6. Launch the quiz and analyze the results.** Evaluate the effectiveness of the advertising campaign. For example, the number of leads added to your customer database. It's also useful to assess user actions within the quiz itself: how many people started but didn't finish, how many reached the middle and quit, and how many users successfully completed it. This is important for refining the content and future campaigns.

## Mistakes in creating quizzes

**Too many questions and their complexity.** Your quiz should not tire the user or steal their time. Remember that it's not an exam, so make the questions simple but not primitive.

**Lack of benefit for the individual.** If it's unclear why someone should take the test, they simply won't. It's important to explain in the description what users will gain in the end: new self-knowledge, a beneficial offer, or a bonus from the company.

**Lack of a result.** Even if you're gathering feedback for yourself, provide a symbolic description of the user's status. For example, assign them a level in your company's hierarchy like first, second, and so on.

## Summary

A quiz is an interactive format of tests, surveys, and quizzes that works in marketing to attract new customers, engage users, study the audience, and increase sales. Such formats are placed on the brand's website, a separate landing page, on social media, and offered to subscribers via email. Quizzes can be entertaining, educational, and sales-oriented. Each type addresses different business objectives.

Quiz marketing is a simple way to make content non-trivial. Tests are created in specialized services and added to brand platforms. To create a quiz, you need to set a goal, come up with a catchy headline and description, plan the content (questions and their quantity). Then, check the questionnaire's correctness and launch it for the audience.

Quizzes in marketing engage users, boost sales. They appear on websites, social media, emails. Creation involves goal-setting & content crafting.

medium_quiz-marketing.png

small_quiz-marketing.png

thumbnail_quiz-marketing.png

quiz-marketing.png

About what a quiz is, how quiz marketing is useful for business and how it works.

Quiz as a Tool in Digital Marketing: Definition & Advantages

Quiz as a Tool in Digital Marketing

<Img
img="/uploads/the_differences_between_cdp_and_others_systems_bfb5e0b8b8.png"
alt="The differences between cdp and others systems"
/>

Data is the fuel for marketing and sales. Every day, [**328 million terabytes of information**](https://explodingtopics.com/blog/data-generated-per-day#:~:text=According%20to%20the%20latest%20estimates,or%200.33%20zettabytes%20every%20day.) are generated. To navigate this vast stream of data and leverage it effectively, businesses require a Customer Data Platform (CDP).

Depending on a company's objectives, scale, and processes, various platforms are implemented: DMP, ESP, CRM, ERP, and CDP. Each of these platforms collects, stores, and organizes data.

In this article, we'll delve into what these abbreviations mean, identifying which among them is an automation system for marketing, where mass mailing services are provided, and why and when these platforms are beneficial for businesses.


## What is DMP

**DMP, or Data Management Platform,** is a system designed for collecting, structuring, and storing user data used in product and service promotion. It's a critical software for marketing.

**The DMP system stores** [**three types of data**](https://altcraft.com/blog/first-second-and-third-party-data):

- First-party data: information gathered directly from users and a company's own resources, such as email, orders, website visits, and more. 

- Second-party data: data on user behavior on partner sources like websites, apps, social media, among others. 

- Third-party data, considered external, is presented by aggregators. These third-party insights contain general audience information encompassing behavior, purchases, preferences, and more.


### When and why to use a DMP


- **Personalization.** Having ample customer data allows tailored presentations of product benefits that matter to each customer. Personalized offers increase advertising effectiveness and the chances of conversion. DMP [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) occurs for segments formed based on gathered information. 

- **Customer data management.** Having a surplus of information doesn't equate to successful marketing. A DMP effectively collects and organizes data to better understand the audience. 

- **Marketing budget optimization.** Proper data management enhances advertising campaigns and helps avoid working with low-yield channels. Essentially, the budget isn't spent blindly. Moreover, the volume of information in a DMP and its analytics capabilities provide insights for omnichannel promotion via marketing tools.


## What is ESP 

**ESP (Email Service Provider)** is a service designed for email marketing and other customer communications. This platform [**automates marketing**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) by managing the customer database and sending emails.

**The email service supports:**

- templates for emails; 

- sending emails to segments, including testing successful variations; 

- collecting addresses and information about open rates, clicks, [**spam reports**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters), and more.


### When and why to use a ESP


**ESP platforms are user-friendly and serve the following purposes:**

- **Simplify a marketer’s work by automating email campaigns.** Thanks to templates, sending emails becomes quick and doesn’t require specialized skills. Set it up once, then monitor and adjust email campaigns. 

- **Conduct effective marketing communications with customers.** Email service platforms regularly remind customers about the brand, offering new products, promoting deals, and re-engaging inactive users. ESPs also include analytics tools to evaluate the effectiveness of email sequences. 

- **Gather and organize an email database.** ESPs [**integrate with other platforms**](https://altcraft.com/en/features/integration) (e.g., social media) for direct acquisition of addresses from advertising campaigns. The client base is segmented internally. Additionally, email lists can be easily imported from other sources.


## What is CRM


**CRM (Customer Relationship Management)** is a system for managing relationships with users, gathering information at every stage of the customer journey. Based on this data, a customer profile or unified record is created. Essentially, it's [**an omnichannel platform**](https://altcraft.com/en/features/omni-channel-marketing) that stores the history of deals, customer calls, support inquiries, and more. It unifies and closely aligns marketing and sales efforts.

CRM systems in business vary based on the areas they serve: some are marketing-oriented, others handle sales department operations, there are industry-specific ones tailored for particular business sectors. Additionally, there are platforms that combine different functionalities.


### When and why to use a CRM


**CRM is used for:**

- **Tracking customer actions at each stage of** [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). All interactions are recorded and analyzed, allowing you to identify reasons for successful or unsuccessful paths to conversion. 

- **Automated collection of customer data.** CRM eliminates manual actions and spreadsheets; information typically enters the system through integrations and established automation processes. This speeds up work and reduces the risk of errors and duplicates. Data collection results in personalization. 

- **Efficient customer engagement.** CRM implements marketing and sales automation through reminders based on gathered data. The platform suggests when to call or send an email to engage with customers. This supports continuous communication and prompt issue resolution, crucial for fostering loyalty and increasing sales.


## What is ERP


**ERP (Enterprise Resource Planning)** is a platform that automates internal business processes and consolidates them in one place. It encompasses manufacturing, financial modules, integrates reporting, personnel management data, procurement, supply chains, among others.

An advanced ERP system can even synchronize with external partner networks. Enterprise resource planning is applied across various industries with specialized solutions.


### When and why to use ERP


- **Increase the speed and productivity of operations.** Processes are automated, freeing employees from routine tasks, providing time for strategic issues, reducing overload. 

- **Access real-time information at any given moment.** ERP serves as a system for managing customer data, employees, and departments, allowing quick and easy access to generate the required report rather than gathering information from scattered sources. 

- **Enhance business transparency.** When business processes are displayed in a single system, identifying operational failures and analyzing difficulties becomes easier. It serves as another control tool and enables swift responses to changes.


## What is CDP and what are its advantages over DMP, ESP, CRM, ERP


**CDP (Customer Data Platform)** is a system that gathers data from various channels for organization and unification. The software also creates a unified customer profile that contains contact information and details about their actions and orders.

**CXDP (Customer Experience Data Platform)** is an advanced version of CDP that retrieves information regarding user interactions from external sources. In CXDP, this functionality is implemented in a separate block, planning customer communications based on data.


### When and why to use CDP

[**CDP platform**](https://altcraft.com/en/features/cdp) is a tool to: 

- **Gather all customer data.** Personal information and behavior details across social media, websites, messenger apps, all linked to the CDP, accumulate within the customer profile, creating a comprehensive customer portrait.

<Img
img="/uploads/customer_digital_profile_724970456c.png"
alt="Customer digital profile"
src="Customer digital profile within Altcraft Platform"
/>

- **Manage communication channels in a single real-time window.** Through CDP, automation in internet marketing is achieved, enabling [**omni-channel communication**](https://altcraft.com/en/features/omni-channel-marketing). Email delivery systems, push notifications, SMS, and messaging apps are connected to a single platform, streamlined for marketers.

<Img
img="/uploads/automation_scenario_513dfbfddc.png"
alt="Automation scenario"
src="Automation scenario within Altcraft Platform"
/>

- **Personalize offerings.** Data volume and structuring serve as the foundation for detailed audience segmentation. Automated marketing becomes [**a data-driven approach**](https://altcraft.com/blog/data-driven-marketing): companies know what and when to offer a customer based on their order history, actions, and inquiries.

<Img
img="/uploads/audience_segmentation_91e79d55f0.png"
alt="Audience segmentation"
src="Audience segmentation in Altcraft Platform"
/>

- **Analyze outcomes and build effective marketing strategies.** CDP platforms offer extensive analytical functionalities to understand campaign responses, traffic sources, goal achievements, hindrances, and more, aiding marketers in refining their strategies.

<Img
img="/uploads/channel_report_on_campaigns_2766be3adf.jpg"
alt="Report in Altcraft Platform"
src="Report on Email in Altcraft Platform"
/>

- **Protect customer data.** With increasing system breaches and [**customer data leaks**](https://altcraft.com/blog/how-to-respond-to-data-breaches), ensuring the security of stored data is critical. [**On-Premises CDP platforms**](https://altcraft.com/en) are embedded within the business framework, making it nearly impossible to access confidential information, thus enhancing data security.

 
### Advantages of CDP over other systems


<Gallery>
<GalleryItem
original="/uploads/advantages_of_cdp_over_dmp_96f23d2109.png"
thumbnail="/uploads/advantages_of_cdp_over_dmp_96f23d2109.png"
/>
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original="/uploads/advantages_of_cdp_over_crm_eb4d83d7de.png"
thumbnail="/uploads/advantages_of_cdp_over_crm_eb4d83d7de.png"
/>
<GalleryItem
original="/uploads/advantages_of_cdp_over_esp_29c9b86200.png"
thumbnail="/uploads/advantages_of_cdp_over_esp_29c9b86200.png"
/>
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original="/uploads/advantages_of_cdp_over_erp_cf28ad9535.png"
thumbnail="/uploads/advantages_of_cdp_over_erp_cf28ad9535.png"
/>
</Gallery>


## Using CDP with the Altcraft Platform


The functionality of the CDP platform within the Altcraft Platform performs marketing and other tasks for companies: accelerating ad campaign launches, increasing sales, transitioning to omnichannel operations, and more. Let's explore some examples of positive impacts after implementing the system.


### Increasing an insurance company's profit

The AlfaStrakhovanie Group [**increased its profit**](https://altcraft.com/blog/alfastrakhovanie-increased-crm-marketing-profit) by 714% over four years thanks to the Altcraft Platform. The marketing automation platform integrated 15 communication channels for the company's CRM marketing initiatives. In the first year, the company's revenue grew by 42%, and by 2022, three years later, it increased by 98%.

CDP enhanced AlfaStrakhovanie Group’s customer communications, addressing challenges in audience retention, boosting engagement and repeat sales, and attracting new users.


### Cuva travel voucher service increased sales by 7%

Cuva, a company selling vouchers for stays in Russian hotels (date undisclosed), chose the Altcraft Platform to address their marketing needs. Through [**automated communication scenarios**](https://altcraft.com/blog/how-cuva-implemented-personalized-marketing-and-achieved-better-sales-results) (welcome emails, upsells, activation, and omnichannel campaigns), integrating Telegram, they managed to personalize offers. In 2022, their sales increased from 8% to 15%. The marketing automation system showed its best results in email campaigns, contributing to 54% of "Black Friday" sales.


### Online cinema accelerated campaign deployment 

The PREMIER service [**integrated the Altcraft Platform's CDP**](https://altcraft.com/blog/case-study-online-cinema-premier) to consolidate communication channels and ensure secure customer data storage. Configuring automated scenarios, broadcasts, trigger campaigns, and personalization increased Open Rates by 1.5 times and Click Rates by 2 times.

Managing all channels became easy and quick: marketers launched campaigns within one hour instead of the previous three-hour timeframe.


## Summary

DMP, ESP, CRM, ERP, and CDP systems play vital roles in managing data and enhancing a company's operations, each with its unique specifics.

DMP gathers first, second, and third-party data to shape marketing propositions. ESP is responsible for compiling databases and conducting email outreach. CRM encompasses the entire customer journey from sales contact to conversion. ERP serves as a tool for managing a company's internal resources.

CDP consolidates, structures, and unifies customer data into a unified profile, managing communication tools with the audience. This platform enhances marketing efficiency, automates processes, and personalizes offerings.

DMP, ESP, CRM, ERP, and CDP systems play vital roles in managing data and enhancing a company's operations, each with its unique specifics.

medium_the-differences-between-cdp-and-others-systems.png

small_the-differences-between-cdp-and-others-systems.png

thumbnail_the-differences-between-cdp-and-others-systems.png

the-differences-between-cdp-and-others-systems.png

About what CDP, DMP, ESP, CRM, ERP mean and why businesses need these platforms.

Vital Differences Between CDP and DMP, ESP, CRM, ERP

Understanding the Differences Between CDP, DMP, ESP, CRM, ERP

<Img
img="/uploads/examples_strategies_of_internet_marketin_bda50446a4.png"
alt="Examples & Strategies of Internet Marketing in E-commerce"
/>

In 2023, retail sales online reached $6.3 trillion, and it's projected to surpass eight trillion by 2026. The shift of buying goods and services into the digital sphere is increasingly evident, intensifying competition in this space.

Retailers are now inventing new approaches, leveraging VR, AR, and other technologies for marketing purposes. They're also adapting existing tools (SEO, Push notifications, SMS, etc.) to maintain visibility to customers. Thus, as e-commerce expands, so does internet marketing, encompassing various channels and promotional strategies.

In the article, we'll delve into what e-commerce marketing entails, the tools it employs, and successful promotional strategies.

## What is E-commerce Marketing

Firstly, let's clarify what electronic commerce involves.

[**E-commerce**](https://altcraft.com/glossary/e-commerce-types-examples), or electronic commerce, refers to conducting business through online channels, which serve as the primary means of customer attraction and communication. It typically involves the online sale of goods and services.

The e-commerce market grows annually, largely supported by promotional channels. Digital marketing has long been a vital component of e-commerce. It's challenging to imagine an online store without email campaigns, advertisements, and other means that enhance product visibility.

E-commerce marketing encompasses digital methods and practices used to promote a business's goods and services online, aiming to boost sales. For e-commerce, marketers enhance brand recognition and highlight specific products to capture user attention. The tools of digital marketing vary based on the goals and objectives of the online business.

## E-commerce marketing tools

Internet marketing technologies evolve rapidly, but some core tools remain constant.

### Website and SEO

To establish an online presence, an e-commerce platform is essential – a software enabling the creation of an online store and the execution of transactions (payment, order processing). A user-friendly and properly functioning website or [**landing page**](https://altcraft.com/glossary/what-are-landing-pages-and-why-they-matter) is the foundation of e-commerce.

However, to gain visibility for your business, promoting the website is crucial. One effective method is SEO optimization. It's a technique that elevates your website's ranking in search engine results through keywords, page speed enhancements, and various strategies.

<Img
img="/uploads/seo_optimization_for_brand_promotion_75c86030ed.png"
alt="SEO optimization for brand promotion"
src="SEO optimization is a good method of brand promotion"
/>

### Advertising

Digital marketing in the online world encompasses various types of advertising chosen by businesses based on their objectives.

**1. Contextual**

Advertisements appear in search engine results based on user queries and include specific keywords.

<Img
img="/uploads/contextual_ads_in_google_f8aa934a4a.png"
alt="Contextual ads in Google"
src="Contextual ads within Google showing pictures marked as “product” with a link to a page of the online store"
/>

**2. Targeted**

Advertising messages are tailored to a specific audience (usually on social media) sharing certain characteristics. Unlike contextual advertising, targeting doesn't precisely know if a user needs the product or service, but it “guesses” their preferences and presents the relevant offer. Retargeting is a distinct form of targeted advertising, where users are shown products they previously viewed.

<Img
img="/uploads/targeted_advertising_from_360learning_afe48c1b08.png"
alt="Targeted advertising from 360Learning"
src="Example of targeted advertising from 360Learning"
/>

**3. Banner**

These are pop-up or static banners on websites.

<Img
img="/uploads/banner_advertising_c57e2eb84e.png"
alt="Banner advertising"
src="Example of banner advertising"
/>

**4. Native**

Embedded advertising within content that resembles recommendations and seamlessly fits into the material's context.

**5. Video advertising**

Clips shown before, during, or after main videos (trailers, informative content, etc.).

<Img
img="/uploads/video_ads_from_uber_21df244377.png"
alt="Video ads from Uber"
src="Example of video ads from Uber"
/>

### SMM

It's hard to imagine digital marketing without the support of social media, which sometimes become independent platforms for e-commerce. Companies use their social media pages to showcase products, create posts about their services, and engage with followers.

Social media platforms even offer their own sales tools, such as product cards on VK, for instance.

<Img
img="/uploads/smm_promotion_from_essie_4a41bf0f29.png"
alt="SMM promotion"
src="SMM promotion from Essie"
/>

### Email newsletter

The email marketing channel remains relevant and continues to be a crucial tool for internet marketing strategies. Emails are used to inform customers about new arrivals, promotions, order confirmations, payments, and delivery updates. In some cases, they also remind 'forgetful' customers [**who left items in their carts**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) but did not complete the purchase. Email remains a familiar and preferred means of communication with brands for many.

<Img
img="/uploads/newsletter_with_personalized_product_selections_10e6b3693b.png"
alt="Email newsletter with personalized product selections"
src="Email newsletter with personalized product selections from Sephora"
/>

### Push notifications
Internet marketing and e-commerce have long embraced [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) – short messages that pop up on a smartphone screen. Their functions often mirror email, informing users about promotions, new products, or delivery statuses. The advantage of push notifications is their higher likelihood of being seen compared to an email in one's inbox.

<Img
img="/uploads/web_push_notification_91cafd836a.png"
alt="Web push notification"
src="Web push notification with the news from The Washington Post"
/>
### SMS

Though digital marketing leverages new tools, [**SMS messages**](https://techjury.net/blog/sms-marketing-statistics/) continue to be utilized. Their main advantage lies in their high delivery rates to recipients. While a user might not always see an email on the same day, or push notifications might be turned off, SMS messages [**boast an open rate of up to 98%**](https://techjury.net/blog/sms-marketing-statistics/). Text messages can be received without internet access, just by being connected to the network. Although they lack multimedia elements like photos or videos, SMS ensures precise delivery of information. The downside of SMS is its cost, but that doesn't deter e-commerce from choosing this promotional channel.

<Img
img="/uploads/sms_newsletter_ebd9ed3b1a.png"
alt="SMS newsletter"
src="SMS newsletter with offers from Adore Me"
/>

### Messengers

Communication via messaging apps [**has taken the world by storm**](https://www.similarweb.com/blog/research/market-research/worldwide-messaging-apps/). Hence, e-commerce also leverages this tool, aiming to cover all communication channels. 

[**Messaging apps**](https://altcraft.com/blog/messenger-marketing) have become one of the touchpoints where customers engage with online store managers.

<Img
img="/uploads/social_media_buttons_on_a_product_page_8232e93e74.png"
alt="Social media buttons on a product page"
src="Share via social media buttons on a product page"
/>

They also serve to promote products on websites. For instance, within the WhatsApp Business* features, there's an option to create product catalogs.

Telegram channels have become a distinct channel for content distribution, capable of functioning as a company blog.

### Content

Content marketing is an alternative to direct advertising. Through sharing useful, engaging, and entertaining content, trust and connections with the audience are formed. This approach to internet marketing doesn't pressure the user; instead, it gradually introduces them to the company's products and explains how to use them.

Content is published in various formats: articles in corporate blogs, posts on social media, videos on YouTube, podcasts, and more.

<Img
img="/uploads/useful_content_on_social_media_a1506fdb45.png"
alt="Useful content on social media"
src="Useful content on social media from a small brand"
/>

### AR/VR technologies in e-commerce

Internet marketing and e-commerce are swiftly adapting to high-tech advancements, integrating them into their promotional strategies. Through augmented and virtual reality applications, customers can virtually try on clothing or visualize furniture within the actual interior of their homes. Products with 3D visualizations are already surfacing in [**Google search results**](https://evergreen.team/articles/3d-and-ar-in-serp.html).

<Img
img="/uploads/vr_technology_1e2d78f963.png"
alt="VR technology"
src="VR technology from L'Oréal brand"
/>

## Strategies for digital marketing in e-commerce

Strategies for digital marketing in e-commerce vary based on business goals and capabilities. Here are examples of some methods used by marketers, individually or in combination:

### Working on the website

It's a misconception that merely [**creating a website**](https://altcraft.com/blog/ways-to-keep-visitors-on-your-website) will autonomously generate revenue. For e-commerce, the website needs constant improvement for user convenience and search engine optimization.

**To ensure successful indexing by search engines:**

- Develop content that addresses user queries rather than solely focusing on keywords. Search engines are smarter, so deceiving them with phrases like "buy cheap sofa" in a text about cucumber planting won't work. Factors like time spent on pages and bounce rate (the number of users leaving the site) are considered.

- Improve loading speed and site usability. Users won't wait for heavy images or animations to load. If they can't quickly understand how to place an order, they'll likely move to competitors.

- Adapt the site for mobile devices. Prioritize user convenience – the easier it is to order from a smartphone, the higher the chance of conversion. In 2023, having a site not optimized for smartphones is odd.

SEO is a long-term strategy that brings relevant leads. However, continually optimizing your web resources is essential; otherwise, you'll be overtaken by others.
### Content marketing
Content marketing is another long-term strategy essential for building trust with customers, increasing loyalty, and explaining how to use your products.

[**Content marketing**](https://altcraft.com/glossary/content-marketing-what-is-it-for-and-how-to-launch-it) is also intertwined with SEO because articles can incorporate user queries and keywords. Engaging content encourages readers to stay on the page longer, boosting its performance.

Additionally, content marketing includes publications on external platforms—partner blogs, specialized sites, social media, podcast platforms, and YouTube.

### Мultichannel marketing

[**Мultichannel marketing**](https://altcraft.com/en/features/omni-channel-marketing) involves synchronizing communication with customers across various channels. This means that data from emails, push notifications, SMS, messaging apps, and other sources are collected into a unified platform. For instance, if a user initiates contact with a company via email and later reaches out about the same order via a messaging app, a well-integrated multichannel approach merges these two interactions into a single record, avoiding duplicates and inaccurate data.

Multichannel marketing is crucial for [**personalizing interactions**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) with e-commerce customers. By tracking every step and order of a customer's journey, a company can analyze this information and curate product recommendations or offer tailored incentives. This approach boosts loyalty and encourages repeat purchases. Centralizing and managing this data is often facilitated by a CDP.

### Social media

Social media is a straightforward way to reach an audience, analyze their interests, and needs. It's also an effective platform to seamlessly present your product. Some brands gain popularity primarily through their social media presence. For instance, the clothing brand IRNBY became known due to its founder Anastasia Mironova. She started as a fitness blogger, amassing over a million followers, later venturing into sportswear, and now designs clothing for everyday life.

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original="/uploads/present_your_product_in_social_media_27e06b1522.png"
thumbnail="/uploads/present_your_product_in_social_media_27e06b1522.png"
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Currently, the IRNBY brand has over 300,000 followers, and this account attracts attention not only because of the personal brand of its founder. It showcases stylish and unconventional photoshoots, often featuring atypical models.

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thumbnail="/uploads/stylish_and_unconventional_photoshoots_3998b489de.jpg"
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</Gallery>

This case also falls under [**influencer marketing**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy), where promotion occurs through a well-known personality. For instance, Reese Witherspoon was an ambassador for the beauty brand Avon and frequently appeared in the brand's advertising campaigns and catalogs.

<Img
img="/uploads/influencer_marketing_from_avon_512ad0f8d2.png"
alt="Influencer marketing"
src="Example of influencer marketing from Avon"
/>

### Personalized offers

Offering customers exactly what they want increases the chances of a purchase. E-commerce companies create individual product selections based on user data to showcase items that might appeal to them.

<Img
img="/uploads/individual_product_selections_bcbcbe3f37.png"
alt="Individual product selections from Nordstrom"
src="Personalization from Nordstrom"
/>

Online streaming platforms excel in creating selections based on user interests, assessing previously watched movies and series. This engagement often retains subscribers for the following month or encourages them to upgrade their subscription for expanded content access.

<Img
img="/uploads/selections_based_on_user_interests_dd894a9950.png"
alt="Selections based on user interests"
src="Offering TV shows based on preferences"
/>

### The PPC method

The Pay-Per-Click (PPC) advertising campaign is a time-tested promotion method where an ad is placed on a specific platform (website). Conducting such a marketing campaign is cost-effective since payment is made solely for the number of clicks it receives, directing users to the advertiser's site. This type of advertising is tailored according to users' search queries.

This method swiftly generates traffic and enhances the visibility of a company's products. Creating PPC campaigns requires a thorough understanding of the audience and the correct selection of keywords.

### Promotion through users

The first method is leveraging [**customer reviews**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales) from satisfied buyers. When ordering products online, the opinions of other buyers play a significant role, with [**90% of people reading reviews**](https://inclient.ru/stats-reviews/) before making an online purchase. Hence, brands encourage users to leave their feedback.

The second method of promotion is through referral programs, also known as "refer a friend." An individual recommends an e-commerce business's product or service to someone they know. When the referred person makes a purchase, the existing customer receives a bonus, such as a discount, special terms, a gift, and so forth.

## Five examples of automated email chains for e-commerce

### Order tracking

Keep the customer informed about changes in the order status until its receipt after the purchase is made.

<Img
img="/uploads/scenario_order_tracking_bf69578786.png"
alt="Order tracking"
src="Scenario Order tracking"
/>

### Reminder about “Favorites” items

Often, people mark items as “Favorites” but forget about them. Remind the customer about the things they've saved for later but haven't purchased yet.

<Img
img="/uploads/reminder_of_favorite_items_20af74f2b8.png"
alt="Reminder of favorite items"
src="Scenario Reminder of favorite items"
/>

### Increasing abandoned cart efficiency

Another example of customers forgetting is when they add items to their cart but don't complete the purchase. The reasons can vary: the person got distracted and forgot, didn't add a payment method and postponed the purchase, or didn’t have enough funds on the card, and so on. Remind the customer about the [**abandoned items**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) via email. For regular customers, you can motivate them to make the purchase by offering a pleasant promo code available only for the items in their cart.

<Img
img="/uploads/improving_the_efficiency_of_the_abandoned_cart_fc4f0bb739.png"
alt="Improving the efficiency of the abandoned cart"
src="Scenario Improving the efficiency of the abandoned cart"
/>

### Personalized offers in the user account

Provide the customer with the opportunity to feel special. When they log into their account, show them a banner with a personalized offer.

<Img
img="/uploads/personalized_offers_in_the_personal_cabinet_6b98581802.png"
alt="Personalized offers in the personal cabinet"
src="Scenario Personalized offers in the personal cabinet"
/>

### Store anniversary

A great opportunity to thank customers for staying with us. Prepare an exciting contest or prize draw [**to enhance their loyalty**](https://altcraft.com/blog/customer-loyalty) and trust in the brand.

<Img
img="/uploads/birthday_of_an_online_store_c7a9775f81.png"
alt="Birthday of an online store"
src="Scenario Birthday of an online store"
/>

## Summary

E-commerce internet marketing encompasses a variety of online tools and methods that promote products and services for companies primarily operating through the internet. The primary goal is purchasing, achieved through various strategies: SEO optimization and website usability enhancements, content marketing, omnichannel approaches, social media management, PPC campaigns, personalized offerings, and others.

E-commerce marketing employs a diverse range of promotion tools: email, push notifications, SMM, messenger platforms, online advertising (targeted, contextual, and others), SEO, augmented and virtual reality solutions.

Strategies and tools are tailored individually by each company, depending on their goals and resources.

**Product of Meta, recognized as an extremist organization in Russia.*

E-commerce marketing uses online strategies, like SEO, content marketing, PPC, email, social media, and online ads, to drive sales and engage customers.

medium_examples-strategies-of-internet-marketin.png

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thumbnail_examples-strategies-of-internet-marketin.png

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About what e-commerce marketing is and what tools are used in this process.

Examples & Strategies of Internet Marketing in E-commerce

Internet Marketing in E-commerce: Examples and Strategies

<Img
img="/uploads/digital_marketing_b059d225a4.png"
alt="Digital Marketing Trends '24: Personalization, AI, and More"
/>

While artificial intelligence continues to integrate into digital marketing, the trends in 2024 will shift towards human-centric approaches. Technologies will remain fundamental to online promotion but will serve as assistants to marketers in content creation, forecasting, and intensified personalization.

The upcoming year's trends will focus on user engagement and building customer relationships. Digital promotion will become more targeted and thought-out.

Let's delve into the specifics of digital marketing in 2024.

## Human-centricity

The use of robots for content creation and user communication was meant to streamline marketing efforts and enhance brand positioning. However, it often leads to the opposite effect: people become less engaged when they realize that the text was authored by artificial intelligence or the image was generated by [**a neural network**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life). According to research findings, [**over half of users**](https://hootsuite.widen.net/s/mgqjjznhsx/hootsuitesocialtrends2024_report_en) react this way.

Furthermore, there's a growing amount of information inundating audiences with offers and news, leading to fatigue.

Therefore, in the coming year, brands should shift focus from pressuring customers with constant 'buy' messages to building trustful communication—creating emotions and demonstrating values. This approach can help establish a strong connection with the audience.

## Personalization 

Consumers [**expect**](https://www.statista.com/statistics/1415837/customer-expectations-for-better-personalization-worldwide/#:~:text=Circumstances%20under%20which%20consumers%20expected%20better%20personalization%20worldwide%202023&text=In%202023%2C%20around%20three%2Dquarters,more%20personal%20data%20with%20businesses.) brands to intensify [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) due to technological advancements and increased spending on companies' products. Therefore, individualized approaches will strengthen in 2024.

Offers based on purchase history, customer preferences, and online behavior are set to become the norm for brands aiming to remain relevant and retain their audience. Flexibility and omnichannel presence are also crucial: communication channels must be convenient for customers.

An added benefit will be personalization in offline touchpoints, where a salesperson can access information about a customer's orders when they visit a store.

In online personalization, the accuracy of offers sent through email services and messaging platforms will increase.

## Advertising within marketplaces and apps

Major retailers, marketplaces, and aggregators are already positioning themselves as comprehensive advertising platforms and are creating their own retail media. They publish brand advertisements and generate revenue not only from listing products on their platforms.

Various formats are used: simple banners, story posts, articles, reviews. For instance, on Facebook Marketplace (owned by Meta, deemed extremist in Russia), paid-promoted items appear among general product listings.

<Img
img="/uploads/advertising_within_marketplaces_1a1242838f.png"
alt="Advertising within marketplaces"
/>

This format will continue to evolve because advertising in online sales points is effective: marketplaces attract people who are already prepared to make a purchase.

## Interactivity 

Content that users interact with enhances engagement, increases viewing time, and drives users through [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). Interactivity is a way to stand out in the information flow.

This method of promotion in digital marketing will remain relevant in the upcoming year. Interactive formats include quizzes, surveys, and animations that respond to user actions.

<Img
img="/uploads/social_media_game_from_a_brand_b5f2e48294.png"
alt="Social media game"
src="An example of a social media game from a brand"
/>

## Marketing technologies

Machine learning, AR, VR, artificial intelligence, and neural networks are making headlines in the marketing world every day. These are new tools that generate text, create designs, and produce images and videos.

Machine learning tools predict trends and consumer behavior, AI processes customer information and identifies patterns. The integration of these technologies is unstoppable, so automation in marketing will remain relevant in the coming years and beyond. For instance, the AI technology market for marketers is projected [**to reach $145 billion**](https://www.precedenceresearch.com/artificial-intelligence-in-marketing-market) by 2032.

[**Chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) will become smarter, capable of engaging in more effective real-time dialogues. This will expedite issue resolution for customers and increase loyalty.

[**Voice search**](https://altcraft.com/blog/voice-search) will become more sophisticated, changing the approach to SEO optimization. Brands will need to incorporate long-tail keywords and even entire phrases mirroring natural speech into their content.

Another trend in the coming year is CGI advertising, where realistic, oversized brand products are inserted into real-world videos using computer graphics. For instance, in a Jacquemus brand ad, a bag might replace a tram traveling through the streets of Paris.

<Img
img="/uploads/jacquemus_brand_281d7aed38.png"
alt="Jacquemus brand ad with a bag traveling around Paris"
/>

## Data security

In 2023 alone, Russia experienced dozens of data breaches from databases of major companies. Such incidents decrease user trust. In 2024, threats to personal information will increase, making secure data storage a priority for companies.

While a few years ago, brand claims about preserving customer information were not frequently part of advertising promises, today, it has become an essential element of promotion.

This trend is also associated with policy changes regarding data collection ([**GDPR**](https://gdpr-info.eu), [**CCPA**](https://learn.microsoft.com/en-us/compliance/regulatory/ccpa-faq)). Obtaining third-party information from browsers and other sources has become more challenging. Therefore, brands are emphasizing [**first-party data**](https://altcraft.com/blog/first-second-and-third-party-data) collected directly from customers.

## Continuing diversity trends 

The world continues to embrace diversity — recognizing individuals of different genders, ages, nationalities, and health conditions while advocating against discrimination. This trend is evident in brand content. Photos now feature not only models with ideal figures and faces but also ordinary people we encounter in our daily lives. This trend is especially pertinent for the female audience, which has historically faced stringent beauty standards — slenderness, youthfulness, and smooth skin.

Diversity will persist and expand the audience for brands willing to engage with various people in their advertising.

For instance, on the Victoria's Secret account, known for its flawless "angel" models, there are now women of different body sizes. Likewise, the jewelry brand Viva la Vika showcases the hand of a mature woman to display one of its accessories, indicating an orientation towards diverse age groups.

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## Influencer marketing

Promotion through bloggers and other influencers is gaining momentum. [**The influencer marketing**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy) market reached [**$21.1 billion**](https://influencermarketinghub.com/influencer-marketing-statistics/) in 2023, a significant increase compared to [**$16.4 billion**](https://influencermarketinghub.com/influencer-marketing-statistics/) in 2022.

The trend of collaborating with micro-influencers—individuals with a small but engaged audience—will continue. Zoomers (users born in the 2000s and 2010s) are actively entering the online space and becoming bloggers themselves.

At the same time, advertising by bloggers is becoming more and more native: it is integrated into the content, sometimes into story clips.

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More influence will be wielded by influencers who don't position themselves as bloggers but have an audience. The goal for these individuals isn't to profit from their media presence but to create content. Hence, their recommendations are trusted more.

## Video content

The speed of content consumption favors [**the video format**](https://altcraft.com/blog/video-marketing-for-brand-promotion), which is easy to watch on the go, holding just a phone. All major social media platforms have introduced separate feeds for vertical videos: YouTube Shorts, VK Clips, Reels on Instagram (owned by Meta, prohibited in Russia), as well as on “Dzen”. Telegram launched 'Stories', where users can upload short video clips.

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In the future, brands will continue adapting their content for short videos. Today, videos feature product reviews, [**storytelling**](https://altcraft.com/blog/let-the-client-feel-like-a-hero-how-storytelling-works), and user tutorials. Major YouTube creators promote their longer horizontal videos through short-form content like Shorts.

Storytelling is gaining momentum — it's a method of engaging and intriguing the audience while promoting products through video narratives.

<Img
img="/uploads/marketing_by_Kate_Spade_handbags_120a80e82f.png"
alt="Marketing by Kate Spade handbags and accessories"
src="Example of marketing by Kate Spade handbags and accessories"
/>


Kate Spade New York is a good example of storytelling. The series follows Anna Kendrick's escapades in a hotel, integrating the brand's products seamlessly. Throughout, she exclusively features Kate Spade handbags and accessories. This fictional narrative effectively promotes the brand while entertaining the audience, showcasing how a relatable storyline and credible portrayal can enhance brand credibility.

Long-form videos will remain a tool for digital promotion as well. [**Billions of hours**](https://www.demandsage.com/youtube-stats/#:~:text=YouTube%20has%20more%20than%202.70,via%20its%20Website%20and%20Apps.) of YouTube video views prove that the familiar horizontal format isn't going anywhere.

## Conclusion

In 2024, digital marketing will become more human-centric: brands will shift focus towards building trusting relationships and pay more attention to customer experience. Personalization will reach new levels. There will be increased emphasis on the security of personal information that customers entrust to brands.

The backbone of digital marketing will continue to be AI, AR, VR technologies, neural networks, and machine learning, necessary for content creation and data processing.

Influencers remain influential. Bloggers with smaller audiences will become more appealing to advertisers.

Vertical videos continue to gain popularity for their easy consumption, but long-form videos will remain popular too. Brands will continue launching interactive ad campaigns to engage users and actively advertise on marketplaces.

In 2024, marketing gets more personal, prioritizing trust, security, and AI-driven technologies. Influencers, vertical videos, and interactive ads shape brand strategies.

medium_digital-marketing.png

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digital-marketing.png

In this article we will look at what trends await us in marketing in 2024.

Digital Marketing Trends '24: Personalization, AI, and More

Digital Marketing Trends for 2024

<Img
img="/uploads/email_and_sms_campaigns_bca97a83cd.png"
alt="Combining email and SMS campaigns"
/>

Email campaigns are not new in digital marketing; they remain marketing veterans still yielding impressive results. It's said that every dollar invested can bring $42 in profit. 

Alongside email, there's [**SMS marketing**](https://altcraft.com/blog/sms-marketing), a powerful contender with a 98% open rate. These concise text messages truly excel in capturing and retaining audience attention.

Imagine a meticulously crafted email campaign complemented by personalized SMS messages, ensuring your customers don't miss out on offers tailored specifically for them. 

In this article, discover how to merge email and SMS marketing and why it's essential. Unveil the potential of email-SMS campaigns.

## Expanding reach and enhancing engagement

Integrating SMS into your email campaigns acts as an amplifier for your marketing engine, particularly for lead generation through SMS. This dynamic duo not only widens the reach but also intensifies engagement levels. So, let's delve into the mechanics of this synergy.

### Expanding reach through increased coverage

While email has become integral in our lives, not everyone habitually checks their inbox. SMS messages reach users directly on their mobile devices, which are always at hand. Nearly 70% of the global population owns mobile phones, making SMS an effective channel to engage with the audience.

But crucially, SMS doesn't rely on an internet connection. In markets with unstable internet connectivity, SMS becomes an indispensable channel. By harnessing the power of email and SMS, you establish a broader network, ensuring message delivery to your audience, no matter where they are.

### Increased open rates and message response

As mentioned, SMS messages boast an impressive 98% open rate. What's more striking is that a significant portion—up to 90%—is read within the first 3 minutes. In comparison, email lags behind, with [**an open rate of around 20%**](https://mailchimp.com/resources/email-marketing-benchmarks/).

Yet, it's not just about capturing attention; it's about driving action. This is where SMS truly shines. SMS messages yield a response rate of 45%, while email campaigns settle for a modest 6%. Leveraging the effectiveness of SMS can significantly increase the likelihood of your message being not only read but also responded to.

### Real success stories

Examples of brands that successfully integrated email and SMS:

- **Kiehl’s:** The brand exclusively sends exclusive offers through SMS, reserving email for other communications. Purchases increased by 8 times compared to average email campaigns. This turned out to be a mutually beneficial endeavor. 

- **Silverstone:** At the British Grand Prix, Silverstone cleverly utilized an integrated email and SMS campaign to notify ticket holders about weather-related changes. Timely information not only improved customer interaction but also allowed the company to manage people more effectively. 

- **Cabela’s:** This retailer used SMS [**to reactivate customers**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) who hadn’t engaged with emails lately. The strategic move paid off, resulting in a notable 39% click-through rate to the web version of the email and a significant revenue boost. 


The power of email and SMS channels lies in their mutual complementarity. The combination of these two channels enables marketers to implement more responsive communication strategies that capture attention, drive action, and yield significant results.

## Enhanced personalization and targeting

### Building personalized communication with customers

Imagine this: companies with vast amounts of data create high-quality [**personalized campaigns**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) that genuinely resonate with users. By adding straightforward SMS messages to this mix, they can take personalized engagement to a new level.

For instance, sending reminders about [**abandoned carts**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) with a personalized touch, addressing customers by name and mentioning the item they left behind, serves as a gentle nudge to complete the purchase and ultimately increases customer satisfaction.

<Img
img="/uploads/scenario_from_altcraf_combining_sms_and_email_channels_7b48bd7c4a.png"
alt="Example from Altcraft with combining sms and email channels, abandoned cart scenario"
src="Example abandoned cart scenario from Altcraft with combining sms and email channels"
/>

The role of artificial intelligence and [**machine learning**](https://altcraft.com/blog/customer-data-for-machine-learning) is increasingly significant. These cutting-edge technologies enhance the potential for personalization. Automated systems assist in sending personalized trigger-based SMS messages tailored to special occasions like birthdays, subscription anniversaries, or new product launches. It's a reliable way to boost customer engagement and loyalty.

### Segmentation and targeting: the perfect combination

[**Segment your audience**](https://altcraft.com/help-center/manage-customer-database/database-segmentation-for-email-newslettering) based on demographics, purchase history, and website behavior for tailored email campaigns. Meanwhile, leverage SMS to deliver location-based messages to specific segments, such as notifying nearby customers of in-store sales or showcasing exclusive arrivals to certain email list segments. This strategy acts as a secret weapon, targeting customers effectively. 

### Increasing conversion

Personalization and segmentation pave the way for higher conversion rates. Timely messages capture attention, prompting customers to engage.

## Fast and timely delivery: capturing attention

In the fast pace of the modern world, attention-grabbing requires flexibility. [**Email marketing**](https://altcraft.com/blog/spam-death-and-robots) excels in detailed messaging), while SMS is valued for its instantaneous real-time delivery. By incorporating both channels, you can ensure that your audience doesn't miss out on important updates.

### The real-time advantage of SMS

While emails can get lost in a crowded inbox, SMS messages are usually read immediately upon receipt. That's the real-time advantage. 

SMS serves as the ideal channel for communication when swift outreach is needed. Email provides context, while SMS directly captures attention without getting lost in a heap of messages.

Imagine a flash sale lasting just a few hours. An email sent the day before sets the stage, outlining the details and getting the customer excited. Then, an SMS an hour before the sale creates a sense of urgency, prompting immediate action. It's about priming the customer first and then igniting the desire to purchase.

### Time-Limited Offers and Notifications

Let's explore scenarios where SMS urgency comes into play.

- **Limited-time offers.** For sales or deals lasting just a few hours, SMS is the best choice for promptly notifying customers. 

- **Appointment reminders.** Eliminate no-shows. SMS reminders assist businesses with appointments, reducing the risk of individuals missing their scheduled time. 

- **Order updates.** While email confirms the order, real-time order updates are sent via SMS. It's akin to a personal courier keeping customers informed. 

- **Urgent notifications.** In unforeseen circumstances, SMS acts as a rescuer, instantly informing customers. Sometimes, this makes all the difference. 

- **Event marketing.** SMS tailored to specific events or holidays creates a sense of immediacy at the most opportune time, resonating with your audience. 


### Timely notifications for building customer relationships

Being there for customers at critical moments is key to forging strong, long-term relationships. Timely communication shows people that you value and respect their time. It goes beyond simply providing information and significantly enhances the customer experience.

For instance, when an issue arises with a service or product, a quick SMS notification turns a potentially negative experience into an opportunity to showcase excellent customer support. This demonstration of transparency and proactivity leaves a positive impression.

Therefore, by leveraging a combination of email and SMS, you capture the audience, [**build loyalty**](https://altcraft.com/blog/customer-loyalty), and harness the full marketing potential.

## Multichannel Consistency and Branding

In an era of countless communications, maintaining brand consistency becomes increasingly crucial. Integrating SMS into your messaging strategy helps strengthen brand recognition and expand reach. Through uniformity, a brand can convey its values and positioning across different channels.

It's essential to align tones, styles, and messages in both channels. If the brand is positioned in a friendly, informal manner, ensure that both emails and SMS reflect this. Use playful animated gifs in emails when detailing promotions, while keeping SMS messages concise and lively as reminders.

Consistent branding across multiple channels significantly impacts customer loyalty and brand recognition, fostering a sense of closeness and trust. People know what to expect from the brand, bolstering confidence in their eyes. This gives you an edge amidst a sea of competitors.

## Automation and efficiency in workflow

Let's discuss automation and efficiency in workflow now. It transforms modern marketing from a complex path into a streamlined, powerful system.

The marketing landscape is rapidly evolving, and automation is no longer a luxury but a necessity. Integrating the SMS channel into [**CDP platforms**](https://altcraft.com/en) changes the game, refining workflows that were once laborious manual tasks, consuming significant time.

SMS integration helps manage both channels through a unified interface. This optimizes campaign management, saving time and effort. You can [**export analytics**](https://altcraft.com/en/features/analytics), work with contacts and templates, customizing campaigns for maximum efficiency.

Time and effort are gold, freed up by automation. SMS integration makes automation a key feature in marketing platforms.

### Let's explore how automation works

- **Workflow campaigns.** Set up [**automated scenarios**](https://altcraft.com/blog/marketing-automation-for-insurance-companies) where email and SMS trigger based on specific customer actions or at certain time intervals. 

- **Event triggers.** Automate SMS based on events like meetings, purchases, or registrations, providing timely notifications to ensure customers don't miss important events. 

- **Segmentation and personalization.** With a CDP, segment audiences [**based on customer data**](https://altcraft.com/blog/data-driven-marketing) and personalize messages to match individual preferences, enhancing customer engagement and loyalty. 

- **Reporting and analysis.** Generate diverse reports containing email and SMS campaign data to derive valuable analytics and boost marketing campaign efficiency for optimized strategies. 


But that's not all. The key advantage of automation lies in enhancing the customer experience.

### Let's consider these use case examples

- **Welcome messages.** Using a combination of email and SMS to greet new customers, provide additional information, and offer special discounts. 

- **Abandoned carts.** Sending an email with details about items left in the cart followed by an SMS reminder offering a limited-time discount to attract customers and complete the purchases. 

- **Post-sales support.** Initiating with a thank-you email, then following up with a request for feedback or providing new useful information via SMS to ensure customers get the most out of their purchases. 

- **Service extensions.** Automated reminders through email and SMS prompting clients to renew services, fostering long-term customer loyalty. 


<Img
img="/uploads/scenario_of_service_prolongation_email_and_sms_9bc8a0fb52.png"
alt="Altcraft example scenario of service prolongation via email and sms"
src="Example scenario of service prolongation via email and sms"
/>

Automation serves to enhance the customer experience while saving time and effort. Through automated scenario chains, you create a seamless, personalized customer journey, leaving a positive brand impression and fostering strong customer relationships. 

Therefore, it's essential to automate your marketing strategy to make it more efficient. In today's world, working smarter, not harder, can lead to significant achievements.

## Summary

In the article, we explored the advantages of merging email and SMS marketing. This combination leverages the immediacy of SMS and the comprehensive approach of email, enhancing reach, engagement levels, and conversions.

Highly personalized communication involves leveraging customer data and direct SMS impact to build relationships. By segmenting and precisely targeting the audience, ensuring the right message reaches the right person at the right moment, overall audience communication and loyalty are reinforced.

The real-time advantage of SMS allows for timely delivery of offers, notifications, and updates. In today's fast-paced world, where capturing attention is crucial, integrating SMS guarantees that your audience never misses important updates, prompting action and enhancing the customer experience.

Consistent branding across email and SMS is pivotal in establishing recognition, trust, and customer loyalty. When individuals witness brand consistency across all communication channels, it reinforces brand recognition and confidence.

Automation and efficient workflows optimize marketing efforts, enhancing the customer experience through automated scenarios.

The combination of email and SMS isn't merely a tactical move but a crucial strategy in today's society. It elevates marketing to new heights, ensuring messages effectively reach the audience, enhancing engagement, and yielding positive outcomes.

Uniting email and SMS isn't just a tactic; it's a vital strategy. It enhances outreach, engages audiences effectively, and delivers great results.

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In this article we analyse how to use the combination of email and SMS correctly and what are the advantages of this combination.

Email & SMS Campaigns: Maximizing Revenue Potential

Combining Email and SMS Campaigns: Maximizing Revenue Potential

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img="/uploads/Pop_ups_e8d206ea92.png"
alt="Pop-ups: Definition, Purpose for Business, Its Types"
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A "pop-up" is a graphical user interface element that appears on top of the main content on a website or in a software application. Pop-ups have been around since the early days of the internet and continue to be in use today.

While the opinions of marketers about this tool have always been mixed, pop-ups can be found on hundreds of websites. Pop-ups are used for collecting contacts, increasing sales, and informing users.

We will explain how to create pop-ups correctly to avoid irritating users and provide examples of pop-ups from brand websites.

## What are pop-ups and their benefits for business

A pop-up is a type of window that appears unexpectedly on a website at a specific point during page viewing. Pop-ups offer users the opportunity to subscribe to a newsletter, download free materials, provide information about promotions and discounts, or simply convey important information.


<Img
img="/uploads/image5_afa0d0dd43.png"
alt="Example of a pop-up window"
src="A pop-up window"
/>





### The purposes of pop-ups include:

**Lead generation.** Pop-up notifications encourage users to provide their contact information in exchange for a gift, information, discount, or another [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it). This helps businesses generate leads (phone numbers, emails) and continue communicating with potential customers through email marketing and other methods, ultimately leading to conversions.

**Increasing sales.** Pop-ups inform users about current promotions and discounts that they shouldn't miss. Without such a pop-up, customers might not discover the attractive offers on the website, potentially leading to increased sales.

**User retention on web pages.** Search engines often evaluate websites based on the duration users spend on them. The longer a user stays on a site, the better it is perceived by search engines. To retain users, exit-intent pop-ups can appear when a user attempts to leave the site, capturing their attention and motivating them to stay.

**Information delivery.** Pop-ups are an effective way to communicate changes in a company's operations, technical updates on the website, and other important information. Using pop-ups ensures that information reaches customers, preventing negative reactions from those who were unaware of the changes.

**Conducting surveys and Tests.** Pop-up windows are used to conduct A/B testing for offers, advertising designs, and more. They can also be used to gather user feedback through surveys.

**Sending reminders.** This is particularly useful for e-commerce websites when a user [**adds items to their cart**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) but forgets to complete the purchase. A pop-up page can remind users of their incomplete action, potentially recovering abandoned carts and boosting sales.


## How to create a proper pop-up

Creating an effective pop-up requires careful planning and consideration of several key factors to avoid irritating users and achieve your intended goals. Here are some tips for creating pop-ups correctly:

**Timing:** Choose the right moment for your pop-up to appear. Avoid triggering pop-ups immediately after a user lands on the page, as this can be annoying. Consider options like exit-intent pop-ups, time-based pop-ups, or triggers based on user actions to display pop-ups at more relevant moments. Test different timing strategies to find the most effective one.

**Distinctiveness:** Ensure that your pop-up's design and format stand out from the rest of the content on your site. It should not blend in with other ads or elements, especially if it appears outside the center of the page.

**Clarity and simplicity:** Keep the pop-up straightforward and uncluttered. Use clear and concise text to explain your offer or what you want from the user, whether it's subscribing to content, providing contact information, or taking some other action. Avoid multiple offers in a single pop-up, and make sure the close button is easy to find.

**User benefits:** Clearly communicate the benefits to the user if they take the action you're asking for in the pop-up. Explain what they will receive in return, whether it's a purchase bonus, free materials, or valuable information.

**Device adaptation:** Test how your pop-up form is displayed on desktops, tablets, and smartphones. Nobody likes extra actions or scrolling through a huge pop-up on a small screen—users may simply close the page in such situations. By the way, [**mobile pop-ups deliver 42% better results**](https://getsitecontrol.com/blog/website-popup-statistics/) than desktop ones.

**Placement:** Experiment with different pop-up placement options. The classic center-of-the-page pop-up is not the only choice. Pop-ups can also appear on the sides, top, or bottom of the page. Testing will help you determine the right placement for your specific audience and goals.

**Moderation:** Avoid bombarding users with multiple pop-ups every few seconds or on every page. Moderation is key to prevent user annoyance and maintain a positive user experience.

**Remember** that there is no one-size-fits-all solution for the timing, design, and placement of pop-ups. Test, test, and test again to find what works best for your specific situation.



## What pop-ups can be 
Pop-ups can be categorized based on their **placement on a webpage**:

- **center pop-ups:** these pop-ups appear in the center of the page, covering either the entire screen or a part of it; 

- **sidebar or scroll-following pop-ups:** these pop-ups are located on the side of the page and move along with the user's scrolling; 

- **top and bottom bars:** these pop-ups often take the form of narrow bars that appear at the top or bottom of the screen.


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original="/uploads/popup_center_a08bdf90d2.png"
thumbnail="/uploads/popup_center_a08bdf90d2.png"
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original="/uploads/scrool_following_7f9ebb126b.png"
thumbnail="/uploads/scrool_following_7f9ebb126b.png"
/>
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original="/uploads/popup_at_top_5fbf023479.png"
thumbnail="/uploads/popup_at_top_5fbf023479.png"
/>
</Gallery>


**By timing of appearance**, there are welcome pop-ups: a user enters a page, and after a few seconds, a notification appears. Other pop-ups "react" to actions or inaction: for example, a person viewed specific content, clicked a button, or left items in their cart. Another type of pop-up is retaining pop-ups that appear when closing a page.


<Img
img="/uploads/image1_85db73ddab.png"
alt="Example of a pop-up that appears when the user leaves the page"
src="A pop-up of leaving page"
/>





**By the content of the information**, pop-ups are divided into promotional, informational, pop-ups for collecting contacts through [**lead magnets**](https://altcraft.com/blog/what-is-a-lead-magnet), and for subscribing to content. Pop-ups may also include surveys and offers for a callback to the customer if they leave their contact information.


## Examples of pop-ups 

### Promotional pop-ups

These are pop-ups with discounts and promotions. They can be simple informational ones, notifying about discounts or offering promo codes. There are also interactive options with gamification.


<Img
img="/uploads/coffeeculture_3b4db20d85.png"
alt="Pop-up offering a 15% discount for subscription"
src="Discount pop-up"
/>





Pop-ups with gamification elements are a distinct type of promotion. Users are often offered the opportunity to spin a roulette wheel, similar to a casino, with the chance to win a bonus that will be sent to their email.

<Img
img="/uploads/wild_93a39beda8.png"
alt="Gamification in pop-up real example"
src="Real example of pop-up"
/>




### Pop-ups with lead magnets

Pop-ups with lead magnets offer users free materials in exchange for their contact information. This approach typically [**increases subscription rates**](https://getsitecontrol.com/blog/website-popup-statistics/) by an average of 155%.

For instance, a bonus might include a free course, some informational resource, etc.



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original="/uploads/lead_magnet_49db7b2cbb.png"
thumbnail="/uploads/lead_magnet_49db7b2cbb.png"
/>
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original="/uploads/free_guide_41d0a3a0f5.png"
thumbnail="/uploads/free_guide_41d0a3a0f5.png"
/>
</Gallery>



### Surveys
Surveys are used to gather insights about the audience or as a method to engage users.
For example, a cosmetic website may suggest that users specify their skin type while filling out a subscription form in the pop-up. 


<Img
img="/uploads/surveywittpopoup_6ccb9f7733.png"
alt="Survey within a popup example"
src="Survey within a popup"
/>



Even simple "yes" or "no" responses can fall under this category of pop-ups. In this case, it's assumed that people might feel uncomfortable clicking "no" and potentially missing out, which may lead them to consider the offer.


<Img
img="/uploads/image11_cdfebe11f8.png"
alt="Pop-up with a survey"
src="Survey pop-up"
/>



### Informational pop-ups

Informational pop-ups are used to communicate changes in the company's operations, delivery, technical updates, and more. This category may also include rare and unique approaches, such as using pop-ups with video testimonials that accompany users as they scroll through a language learning service's webpage.


<Img
img="/uploads/infpopup_74afb5230a.png"
alt="Informational pop-up on the web store"
src="Informational pop-up"
/>





### Subscribe to the newsletter

These are the most common pop-ups that encourage users to leave their contact information so that the company can continue to send them content or other information. In this case, the pop-up is located at the bottom right of the page, allowing users to continue viewing website content without interruption and giving them the option to decide on their subscription at their own pace.


<Img
img="/uploads/offertosy_ubscribe_a2a2fc553f.png"
alt="Offer to subscribe in a pop up window"
src="Offering pop-up window"
/>




Popup subscriptions are typically combined with a promotional offer. In many cases, when subscribing, users are often offered a discount on their first order.


<Img
img="/uploads/subsforonlinestore_c836a50250.png"
alt="Popup subscription form on online store"
src="Popup subscription"
/>






### Callback request, registration forms, etc.

Pop-ups with a callback request immediately capture customers. On one hand, they collect contact information, and on the other, they facilitate [**the customer's journey**](https://altcraft.com/blog/stroim-customer-journey-map), as not everyone is comfortable making the first call.

However, registration forms in pop-ups are more common. They collect basic user information, which is then added to the subscriber's profile.


<Img
img="/uploads/registrationform_fe094f9b8c.png"
alt="Popup registration form"
/>





## Summary

A pop-up is a website element used for lead generation, information delivery, and boosting sales through discounts and promo codes. Pop-ups can appear as a greeting when a user enters a website, after a certain time of viewing, or triggered by user actions. There are also exit-intent pop-ups designed to retain users who are about to leave the site.

To avoid irritating site visitors and make pop-ups noticeable, it's important to consider the timing of their appearance, allowing users to explore the page's content. Design should be distinct from standard advertising and not get lost in the content. Additionally, the placement of the pop-up matters, whether it covers the entire screen, appears in the center, on the side, or at the top of the page. There is no one-size-fits-all solution for pop-ups, and their effectiveness is often determined through A/B testing.

Website pop-ups generate leads, deliver info, boost sales with discounts, after a delay, or based on actions. Exit-intent pop-ups aim to retain departing users.

medium_Pop-ups.png

small_Pop-ups.png

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Pop-ups.png

Website pop-ups generate leads, deliver info, boost sales with discounts, after a delay, or based on actions. Exit-intent pop-ups aim to retain departing users.


Pop-ups: Definition, Purpose for Business, Its Types

Pop-ups: What Are They, Their Purpose for Business, and Types of Pop-Up Windows

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Reduced push notification opt-out rates, increased OR, saved working hours

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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