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

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When the software is customized for your individual needs, the job becomes easier. All the functionality your business needs will always be at your fingertips. We offer:

Personalize your content across all channels

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Data-driven marketing involves using customer information to optimize business advertising and marketing communications. Collect data and run it through analytics tools in CDP Altcraft Platform.

What data can be collected:

Segment audiences according to accumulated and combined data in the platform and synchronize them with external information sources. Personalize your mailings in different channels using accumulated data and data from external sources.

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

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

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

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

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

In Altcraft Platform, you can set up any scenarios for sending messages through various delivery channels. By analyzing the actions of customers, you can anticipate events many steps ahead. Here are examples of scenarios that can be implemented in our marketing automation service:


Email marketing is one of the most important customer communication channels. Four out of five marketers are more likely to give up social media marketing than email marketing. Here are illustrative examples of the email marketing strategy:


Build messages dynamically based on customer data and specified conditions in the template. This data can be obtained from an external SQL database. Substitute data from an external HTTP service via API or based on data from any web page.

<Img
img="/uploads/SMS_marketing_4369f8b199.png"
alt="SMS Marketing: Advantages, Examples"
/>

Ever since sending the first SMS in 1992, the technology has grown globally and has become a marketing tool: [**five billion**](https://www.slicktext.com/blog/2018/11/44-mind-blowing-sms-marketing-and-texting-statistics/) people around the world send and receive text messages. Despite new promotion and communication channels, short text messages continue to serve its purpose. The open rate of short text messages reaches [**98%**](https://99firms.com/blog/sms-marketing-stats/#gref), when the average open rate of emails is only 20%. Such a result is a significant reason to introduce SMS into marketing. 
 
SMS marketing complements advertising campaigns, improves communication with customers: [**71% of users**](https://www.slicktext.com/blog/2018/11/44-mind-blowing-sms-marketing-and-texting-statistics/) say that they communicate effectively with businesses through an SMS channel. In this piece, you will learn about the advantages of SMS marketing, how to send SMS messages properly and see examples. 

## What is SMS Marketing 
 
SMS marketing is a promotion of a company's products or services with the help of short text messages using mobile phone operators' services.
 
**SMS campaigns build communication with customers:**

- Help to sell — show special offers, promotions and advertisements.
- Inform about the status of orders, changes in plans, remind about events.
- Engage — invite customers to participate in different events and share their opinion about the company.
 
An SMS campaign can either be a part of a marketing strategy or the only channel of communication with customers. Please note that SMS advertising shouldn't be intrusive lest you want the user to block the company number. It's more effective to combine text messages with other communication channels. 

## Advantages of SMS marketing
 
### Speed 

The user receives a text message from the company faster than any other communication channel works.  [**34% of people**](https://99firms.com/blog/sms-marketing-stats/#gref) read SMS in the first five minutes after receiving it. Email campaigns and push notifications are less effective because most people don't check their email boxes daily and usually turn off notifications. SMS won't go to spam like emails and won't disappear like a [**push notification**](mobile-marketing-101-push-notifications).
 
### Price

An SMS campaign is not expensive. Although there are alternative free tools (messaging apps), SMS remains an effective method of promotion. Reliability justifies the cost of this channel: you don't need the Internet to send a text message, so it's more likely that the recipient will receive the message quickly. Also, SMS is a common way of communication for people of different ages — not everyone uses email and [**messaging apps**](messenger-marketing) regularly. 
 
### Personalization

Use targeted short text messages for advertising campaigns — only a certain segment or specific users will receive your messages. Your customer will get an individual discount or confidential information about their order. Also, address recipients by their names. This approach is more effective than sending out impersonal text messages to all customers at once.

## How to Start an SMS Campaign in a Proper Way
 
### Comply with the legislation of the country

There are laws on advertising, according to which companies need to get subscribers' prior agreement to text messages and immediately exclude them from the list on demand. That's why it's better not to use other companies' lists of phone numbers. Sending out text messages to your database after receiving customers’ permission (preferably written) is a safe option for business. Also, you can buy phone numbers from third-parties only to find out that it's not your [**target audience**](creating-a-customer-profile).

### Make sure that your messages are easy to understand

A simple and clear text is the main rule of a good message. No one wants to read your message and try to guess what you mean. Your text messages should be short and reader-friendly. It doesn't mean that you can't be creative, just don't forget about simplicity. In the message, specify your offer and how and where to get a bonus: go to the website or to the offline store, make a call. 
 
<Note>
Make the sender's name recognizable. Here, try to be as simple as possible: an excessively creative name will make your audience think that the message is from scammers. Use a name your customers know well to send text messages. 
 </Note>

*Example. A subscriber receives a message from the mobile phone operator Verizon with information about their plan, the name of the operator is specified in the sender's field. On another day, this subscriber receives a message from a four-digit number that, on behalf of Verizon, asks them to click on the link and take a survey. The subscriber doesn't trust this message and doesn't follow the link.*

### Keep it brief

Your customers don't want to read long and complicated text messages. Be brief, stick to the topic, but always add a CTA so that your customer understands what to do next. 
 
### Don't send too many messages

If customers consider your texts intrusive, they're more likely to block your number. Don't send messages about all the promotions, all the company news and every new article in the corporate blog. Short text messages should contain only useful and urgent information. Take into account the customer's time zone: hardly anyone will be happy to receive a text message in the middle of the night. 
 
### Segment and personalize

Custom-tailored approach works. A text message in which the customer is addressed by name and offered personal discounts is more appealing than a message that is meant for everyone. Segment customers by activity and [**degree of loyalty**](customer-loyalty).
 
### Use interactive content

To keep communication with your customers, add links to the company's resources to your messages: websites with products, pages with discounts, quizzes, surveys and so on. 
 
### Don't forget about analytics

Keep track of the opening and purchase rate after sending text messages so as not to pay for messages to [**inactive customers**](how-to-reactivate-inactive-email-subscribers). Clean your database and exclude users who don't interact with your messages. Test different versions of texts and leave only effective ones. 
 
### Ask customers to confirm their numbers

Sometimes a person can specify an incorrect or inactive number. Then the company will be wasting money. Set up Opt-in — your customer will enter a code from SMS into a special field to confirm their number.

<Img
img="/uploads/sms_consent_58f5a7ccd3.png"
alt="Subscribe to SMS"
/>

### Automate the sending of short text messages

Let customers receive your text messages immediately after placing an order. Let them know that you have seen their order and will respond soon. Create an SMS welcome series for new or potential customers.

*Example. Jewelry brands have cross-promotions with other stores. Customers receive coupons for a jewelry gift together with their purchase receipts. The condition is to join the loyalty program and leave a number. A person leaves their agreement and becomes a potential customer who will automatically receive short text messages from the company.*
 
### Wish your customers happy holidays

This is a good way to remind the audience about your company and increase customer loyalty.

## Examples of SMS Campaigns

### Promotions and discounts 

Be sure to include details: a discount percentage and promotional period.

<Gallery>
<GalleryItem
original="/uploads/macy_s_sms_1eb86be677.png"
thumbnail="/uploads/macy_s_sms_1eb86be677.png"
/>
<GalleryItem
original="/uploads/pura_vida_sms_6ce0609c00.png"
thumbnail="/uploads/pura_vida_sms_6ce0609c00.png"
/>
</Gallery>

### Collecting feedback 

Ask your customers to leave feedback after they make a purchase or receive an order. A text message is a quicker way to [**ask your customer to leave feedback**](how-to-use-customer-feedback-to-increase-sales) than email.

<Img
img="/uploads/gamespot_sms_2_0752474091.png"
alt="SMS for feedback"
/>

### Notifications of order status

It's important for the customer to know that their order is being processed and will be delivered. If you specify the order number in your text message, and not in email, you do your customer a favor.

<Img
img="/uploads/book_maze_sms_2_c109de4f65.png"
alt="Order status SMS"
/>

### Reminders about a specialist visit 

It's a useful idea for beauty salons, clinics and educational companies. The customer receives a confirmation with appointment time and then a reminder. Now, the customer won't forget about it.

<Img
img="/uploads/dental_clinic_sms_2_de8113107c.png"
alt="SMS reminder"
/>

### Wishing happy holidays

Don't forget to wish your customers a happy birthday and so on. Customers get your attention, you receive their loyalty.

<Gallery>
<GalleryItem
original="/uploads/maud_s_sms_cdae355986.png"
thumbnail="/uploads/maud_s_sms_cdae355986.png"
/>
<GalleryItem
original="/uploads/round_table_pizza_sms_4a5bebe079.png"
thumbnail="/uploads/round_table_pizza_sms_4a5bebe079.png"
/>
</Gallery>

### Information about changes in plan 

Mobile operators and banks also use SMS messages to inform customers about changes in rates, account balance or new products.

<Img
img="/uploads/verizon_sms_2_dc87e2fd93.png"
alt="SMS from mobile operators"
/>

## Tools for SMS Campaigns
 
Companies use either a separate service for SMS campaigns or a direct integration with the provider's gateways of their marketing system. In the first case, it's usually necessary to upload the database with phone numbers to the service. In the second case, the customer's number is linked with other data in the profile. 
 
This functionality is supported by [**Altcraft Platform**](/en). Customer data is stored in a single profile and it makes it easier for you to personalize text messages, emails and push notifications.

The platform already has ready-made integrations with mobile phone operators and offers options of individual approach to each customer.

## Conclusion
 
SMS marketing is a quick way of promotion and communication with customers. Being a reliable channel of information delivery, text messages are not expensive. A message won't go to spam and will definitely reach your customer. With short text messages, you can advertise your products, inform customers about promotions, order statuses, changes in plans and tell other company news.
 
It's important to take into account the laws of the country. For example, there are laws according to which you need to receive the customer's agreement before sending out your messages. Also, it's important to check numbers using confirmation codes. Effective text messages are short and clear, always contain a call to action. Don't forget about personalization, don't send too many messages, remember about time zones (no one wants to be woken up in the middle of the night). 
 
SMS marketing is a tool that is used in combination with other marketing methods or separately. You can use special services or the functionality of all-in-one marketing platforms, like the Altcraft Platform, to send your messages.

In this piece, you will learn about the advantages of SMS marketing, how to send SMS messages properly and see examples. 

medium_SMS marketing.png

small_SMS marketing.png

thumbnail_SMS marketing.png

SMS marketing.png

The SMS open rate reaches 98%, when the email open rate is only 20%. This is a good reason to introduce SMS into marketing.

SMS Marketing: What is It and How to Run an SMS Campaign

SMS Marketing: Advantages, Examples

<Img
img="/uploads/types_of_marketing_efad892e65.png"
alt="The Complete List of Types of Marketing"
/>

Marketing is a broad field that includes a variety of directions, each of which has advantages and disadvantages. Due to the active development of the field, there is always something to add to the list that already includes dozens of types of marketing.

## Types of Marketing

Types of marketing that have proven effective in different fields are the most popular ones. They are usually combined to achieve the best results.

### Traditional Marketing

Traditional marketing is the basis for the other types. Traditional marketing analyzes the audience, identifies its needs and interests, searches for its sore points and forms a unified concept for promoting products, services or an entire company.

The main concepts here are «segmentation», «positioning», «competitive advantages».

Traditional marketing is effective when it comes to promoting products familiar to the buyer, but it almost doesn't work on new ones. It helps to increase sales and profits, but has little or no effect on a company's image.

### Inbound Marketing

[**Inbound marketing**](inbound-marketing) is based on the creation of interesting and useful content to build a loyal audience. It can be a thematic blog, a newsletter, a set of guides, checklists and templates, presentations. It works in the following way: people search for the necessary information on the Internet, see your content and thus find out about your company.

If the person finds your material useful, they will be grateful for it and will remember the author. Next time they need some product or service, they are more likely to turn to a familiar company rather than to a new one. That's why this type of marketing is called «inbound» — customers turn to the company not because of your offer but because they need your help.
This approach won't bear fruit immediately, but it's an excellent way to improve the company's image.

### Outbound Marketing

Outbound marketing is the opposite of incoming: it is intended to resonate with the audience immediately. Talk with the audience about issues that bother them and offer a solution right away.

Here, marketers themselves implement a strategy, search for a target audience and come up with ways to influence it. For example, they set up targeted advertising, create email newsletters and even make calls. The main thing is to identify a potential customer and offer them your service directly. There are two scenarios: a person either ignores the offer and even blocks the brand's number, social media page or email address, or places an order. Statistically, people tend to ignore the brand's offers. That's why this type of marketing is rarely used independently. However, its effectiveness increases when the audience has already been warmed up in another way. Marketers often include elements of outbound marketing in hybrid strategies.

### Digital Marketing

Digital marketing is a set of marketing channels and tools in the digital environment. This includes search engine and email marketing, SEO optimization, any type of advertising on the Internet, infographics and so on.

One comes across digital marketing when they read [**push notifications**](in-depth-guide-on-web-push-notifications), watch a commercial in a mobile game, see an advertising post on a social network or a native advertising in an influencer's blog.

### Search Engine Marketing

Search engine marketing is a promotion strategy based on the consideration of search engine algorithms. The task of a marketer is to ensure that a company's or brand's website is brought to the top of search results.

The main tools of this type of marketing are SEO and contextual advertising.

### Video Marketing

Video marketing involves the use of video materials of any type: lectures, educational and informational videos, blogs, lifestyle videos.

The main difference from other types of promotion is the use of video content to solve marketing tasks.

**According to MarketingCharts, watch time of business-related videos increased in 2020. In 2019, people had watched such videos for about 4 minutes and in 2020 it started to take a little more than 6 minutes to watch videos about business.**

<Img
img="/uploads/Business_video_completion_rate_d65a10f5ef.png"
alt="Business videos completion rate in 2020"
/>

### Content Marketing

Content marketing is similar to inbound marketing. The main difference is that the content marketing materials tend to persuade people to purchase a product or service, while inbound marketing provides «pure» information.

Another difference is that there are more ways of spreading information in content marketing. In addition to blogs, newsletters and useful materials of different formats, information can be spread through educational events, the media, news sources, etc.

### Social Media Marketing (SMM)

Social media marketers [**use social networks to promote**](self-marketing-how-to-promote-yourself-on-social-media) products and services. They manage brands' pages on different social networks, interact with the audience, answer questions in the comment section or personal messages, post useful and entertaining content to get more followers. Their main tasks:

- attracting the audience and increasing audience reach;
- increasing brand awareness and improving its reputation;
- warming up the audience and converting subscribers into hot leads.

### Voice Marketing

A company representative calls a potential customer to

- conduct a survey;
- get feedback about the product;
- tell about product benefits or offer to purchase it;
- inform about promotions and special offers.

### Conversational Marketing

Conversational marketing is akin to voice marketing, but it involves a more personalized approach to customers. A company representative not only calls potential customers but also communicates with them in messaging apps, chats on the website and other channels. During the conversation, both sides benefit:

- the company gets an accurate idea about its audience and understands how to interact with it, collects a database of hot leads;
- the customer has an opportunity to get answers to their questions and feel important.

### Email Marketing

Email marketing specialists use email to interact with the audience. Marketers [**collect a database of email addresses**](how-to-build-an-email-database) of potential customers and make a content plan that includes interesting information, surveys and offers.

The main task is to consider both recipients' comfort and the brand's benefit.

**According to Statista, by 2025, the number of emails per day will reach 376 billion.**

<Img
img="/uploads/Number_of_sent_and_received_emails_per_day_ce52895c8c.png"
alt="The number of sent and received emails per day globally from 2017 to 2025"
/>

### Buzz Marketing

Buzz marketing is based on creating rumors about brands and their products. They are usually presented as information leakage or scandalous theories.

The point is to spur conversations, to get people to argue with each other and build theories to increase brand awareness.

### Influencer Marketing

[**Influencer marketing**](what-is-influencer-marketing-how-to-build-strategy) is a type of marketing that uses product and brand mentions from influencers: bloggers, actors, singers and other celebrities. People tend to trust advertisements if they involve someone they know. For example, a person is more likely to purchase a product if it is advertised by a beauty blogger they subscribed to rather than after watching a TV commercial.

### Personalized Marketing

Personalized marketing is the same as targeted advertising but in a broader sense. Marketers work with available information about users that can be collected on the Internet. After that, they create a database of potential customers, segment them and send each of them a «personalized offer». It can be a personal discount, a special gift, a promo code and so on.
Marketers often use a person's first name in their emails and other tricks to create the effect of communicating with a friend.

### Brand Marketing

Brand marketing is a set of actions aimed at making people purchase products of a particular brand. This type of marketing involves not only the creation of a logo and slogan. It also involves:

- social media style (friendly, serious, on behalf of the character);
- recognizable employee uniform;
- increasing opportunities (e.g. not just a coffee shop chain, but a cozy workspace for freelancers and students);
- ideology (careful attitude to nature, donating part of the profit to charity).

### Guerilla Marketing

Guerilla marketing requires the fewest resources. It involves distribution of leaflets and booklets, leaving comments on forums and social networks, publications in the media with the right caption.

This method is suitable for small companies (it slightly increases their awareness and doesn't require a lot of money on advertising). However, it's absolutely ineffective for medium and large businesses.

### Affiliate Marketing

[**Affiliate marketing**](affiliate-marketing-for-beginners) is a way of promotion in which a company concludes a contract on special terms with a third-party. For example:

- a blogger receives a personalized promo code and shares it with the audience. The more customers came from the blogger the more benefit this blogger gets. For example, they will receive a higher award or discount.
- the partner website contains a link to the website of the company. Benefits can be different: partners place links to each other on their websites, one partner gets a reward for promotion or service in return.
- referral links.

<Img
img="/uploads/Referal_link_of_Jarrod_Tech_fc9101cddc.png"
alt="referral links"
/>

### Account-Based Marketing and Customer Marketing

Account-based marketing involves identifying a separate target group from the whole audience and working with it. For example, VIP customers are the most promising and valuable buyers who deserve a special approach and personalization.

In this case, marketers don't waste time on a large number of potential customers, but concentrate on those who are more likely to provide benefits on an ongoing basis.
Customer marketing works in a similar way, but the key difference is that it is aimed at increasing the loyalty of existing customers rather than at attracting new ones.

### Word of Mouth Marketing

Word of mouth marketing is a type of marketing in which people mention a product in a dialogue with others (e.g. with family and friends). For example, they share interesting facts about this product or life hacks involving it, explain how to use it and so on. In this way, the product becomes recognizable among buyers.

### Relationship Marketing and Interactive Marketing

Relationship marketing and interactive marketing are almost the same because both types involve constant contact with the audience (surveys, events, interactive games, giveaways). As a result, people have a friendly attitude towards the brand and are most likely to choose it over competitors.

Customer reviews play a great role in these two types of marketing.

### Event Marketing

Event marketing involves the use of events (concerts, festivals, conferences and so on) to promote brands, their products and services. A company can be a sponsor of an event and thus become likable, or organize it itself. If people have a positive experience and receive useful information at this event, they will remember the brand.

### Global Marketing

Brands with a worldwide reputation use global marketing. Here, marketers need to take into consideration a lot of things: interests and needs of residents of different countries, their solvency, local peculiarities, laws and other factors.

A marketer's task is to come up with a strategy and implement it for different countries, taking into account their peculiarities and differences.

### Neuromarketing

[**Neuromarketing**](neuroscience-in-marketing) is based on the study of the reaction of neurotransmitters to certain advertising objects: banners, native advertising, special offers, friendly recommendations and so on. A further strategy is based on the data received during studies. It includes methods that have received the most positive unconscious responses, methods that cause irritation are rejected. This allows marketers to make advertising campaigns enjoyable and unobtrusive.

## Conclusion

There are lots of marketing types. However, it's impossible to achieve the desired result if you don't know the characteristics of your audience. A competent marketer can make a psychological portrait of the customer, choose the best way to work with them based on it and effectively put into practice marketing tools.

Types of marketing that have proven effective in different fields are the most popular ones. They are usually combined to achieve the best results.

medium_types of marketing.png

small_types of marketing.png

thumbnail_types of marketing.png

types of marketing.png

23 Main Types of Marketing: Complete List for 2022

The Complete List of Types of Marketing

<Img
img="/uploads/10_Myths_About_Marketing_Automation_8ccf452df8.png"
alt="Myths About Marketing Automation"
/>

There are dozens of stereotypes about marketing automation. One of them is that it will make your business flourish without much effort from marketers. The main misconception about marketing automation is that it will launch a system that will do everything by itself and bring in leads effortlessly. But computers cannot do business for people: come up with strategies, build marketing communications and sell. 
 
Automated marketing really is a step forward for businesses. However, it will benefit only if you have a comprehensive approach and a deliberate strategy. Let's debunk popular myths about marketing automation. 

## What is Marketing Automation

Marketing automation is a special software that carries out a marketer's tasks automatically. Computers perform repetitive tasks wholly or partially, giving marketers more time to think about strategy and creative part. Automation is suitable for any sphere. 
 
[**Modern marketing automation platform**](/en) includes newsletters, advertising campaigns, tracking user activity on the website and reaction to it, conversion of visitors to leads with pop-ups, analysis of competitors' articles SEO, bidders in contextual advertising, audience parsing, data collection for analytics, content posting.

<Note>
[**Marketing automation**](what-is-marketing-automation-and-how-it-affects-business-development) is a set of actions and a marketing management system. An automated email newsletter is not equal to automated marketing.
</Note>
 
Automation ensures:

- Personalization of communication with minimal effort from marketers.
- More accurate data-based advertising. 
- Reduced workload for staff. You won’t have to hire more professionals when scaling the business. 
- Coordination of marketing with other departments. Joint automation of marketing and sales: all actions follow the same plan.
- Tracking user engagement.
- Control of the sales funnel from the beginning to the end. 
- That weak spots in the strategy are found.

## Myths About Marketing Automation 

### Myth 1. It's just an automated newsletter

The system will send newsletters and save marketers’ time. Still, without a plan and a systematic approach, it's just automation of a separate action. The sales funnel links several channels that the marketing automation service tracks. The system reacts to customer actions — it starts newsletters when triggers are activated. It also collects data for analytics, controls advertising campaigns and publishes content. 

<Note>
Do not confuse automated newsletters with spam. [**Spam is an unsolicited newsletter**](how-to-send-millions-of-emails-and-avoid-spam-filters) sent to users. Proper business automation personalizes offers and sends the client only relevant newsletters.
</Note>

### Myth 2. Automated marketing will replace marketers

It won't work that way. Even advanced systems can't work without human supervision. They can track user activity and provide data, but they can't draw conclusions and think through strategies on their own. Campaign planning can't be done without the human element. Only marketers see the whole picture and know how marketing is connected with other channels. They are always aware of the situation on the market and in the world.
 
Automated marketing will increase the number of actions per unit of time, but these actions need to be monitored and adjusted. It requires special skills and the manager's time. The system will show which campaign has brought more/less conversions, the person will answer why. 

### Myth 3. Marketing automation is only for email

[**Email campaign**](how-to-build-an-email-database) is a part of marketing automation. Modern digital marketing is omnichannel: your client can learn about your company from a social network advertisement, continue to search for your product in the search engine, subscribe to your newsletter and eventually purchase the product after an SMS message with a discount offer. We see that automation is a set of interconnected actions with a single strategy.
 
*Example. The client has been viewing the product on your website for a long time. The system «understands» it and shows an advertisement for this product and sends a promo code for it by email, but the client doesn't open it. If the user is logged in to the website and the company has their phone number, the system sends an SMS about the special offer. Eventually, the client makes a purchase.*

### Myth 4. Marketing automation is only for big businesses

Sales and marketing automation will pay off only if you have a large corporation with a large volume of tasks. It is a popular myth that was recently true. There was a time when marketing automation providers almost didn't specialize on small and medium-sized businesses. Small companies couldn't afford software for large ones. 
 
Nowadays, there are enough automation systems for small and medium-sized businesses. [**Cloud resources**](ways-to-address-customer-data-privacy-issues-in-digital-marketing) simplify implementation — businesses do not need additional resources: equipment and new specialists. However, it's important to remember that cloud solutions are not the most reliable today. It is easier to implement automation for a small company than for a large one: there are no dozens of departments with different data, fewer people will have to be trained than in a business with thousands of employees. 
 
Marketing automation is a chance to grow for middle-sized and small businesses. 

### Myth 5. Automated marketing is impersonal and soulless
 
Actually, it's the other way round. Automated newsletters and communication with the client in marketing channels customize offers and responses. The system tracks user activity in different channels and collects data to get a complete picture of user behaviour. The service sends out personalized offers because it knows the habits and interests of customers, segments the audience and selects which advertisement to show at a certain moment.
 
Without an automation system, a marketer needs more time to monitor all the data about the user: collect and process it. People are more likely to make a mistake due to inattention, e.g. call the user by a different name. An automated system will simply substitute the data from the database.

### Myth 6. Automated marketing is a trend that everyone will soon ditch

Our reality is constant information noise. Attention is a new currency, and you need to be faster than others to get it: respond instantly, personalize offers. Marketers are constantly learning new skills, mastering innovative services for Internet marketing and taking on more than they did a few years ago. Without automation, they will simply «drown» in routine and businesses they work for will become irrelevant. 
 
Communication channels are increasing in number and complexity. Only automation will be able to manage marketing without data loss. 

<Note>
On average, 51% of businesses are already [using marketing automation](https://www.emailmonday.com/marketing-automation-statistics-overview/), and another 58% of B2B companies are planning to implement it. This trend will last long.
</Note>

### Myth 7. Automation will solve marketing problems and make it stronger
 
Yes, automation will increase marketers' efficiency and facilitate the marketing process. But it won't magically make marketing work better. Automated marketing is like a car: it will speed up the movement from point A to point B if you know how to use it and choose a route without traffic jams.
 
Marketing automation is an ineffective tool without a strategy. Even with automated marketing, marketers and the sales department need to [**identify the target audience**](creating-a-customer-profile), create content for it and work with leads. Don't overestimate machines.

### Myth 8. Automation ends with the sale

After conversion, there can be additional sales and work with [**customer retention and engagement**](customer-loyalty-program-trends-for-2022). The system will wish a happy birthday, send a discount for a product that the client likes ([**based on collected data**](data-driven-marketing)), start a reactivation programme if the user hasn't purchased for a long time. Automation works to build relationships with customers: increases loyalty, takes care of customer needs and accepts feedback. An automated system won't miss a message from the client and won't forget to reply, as an overworked employee can do. Good relationships with customers create [**loyal users**](customer-loyalty).

### Myth 9. Automation requires technical skills

Any system requires resources: development of a [**CDP platform**](/why-altcraft) or CRM service for automation requires a lot of effort and skills. There was a time when such systems were really difficult to use, one needed to undergo long-term training to work with them. Modern services are intuitive and offer templates for work and require minimal technical knowledge.

Technical support solves the difficulties quickly. Products that are difficult to develop become easy to use.

<Note>
Test marketing automation with the [Altcraft Platform](/features/cdp). A friendly team, which accompanies you during implementation and integration, works for you. A staff member from the personal support chat will answer your questions during the process. It's easy to automate marketing with us.
</Note>

### Myth 10. Automation is only for B2C businesses

Automation is for any type of business: B2C, B2B and even for the service sector. Automation platforms take on repetitive actions that exist in every field. For example, sending out special offers from an online store via [**Push notification**](mobile-marketing-101-push-notifications) or an email reminder to a potential B2B client. In the B2B field, it takes longer to warm up leads than in B2C where spontaneous purchases are possible. So, a system that builds relationships and «warms up"» customers is useful for such a business.

## Conclusion

Marketing automation takes on routine tasks and facilitates the work of a marketer, but it won't solve all marketing problems and won't replace people. Specialists are still needed to develop strategies.
 
Marketing automation includes not only email newsletters. It also includes data collection for analytics, advertising personalization, content publishing, work with engagement and building relationships with the client. Automated marketing is a set of actions and a strategy.
 
Marketing automation is suitable for all businesses. Modern systems are affordable even for small businesses. Their implementation doesn't always require additional resources and new technical skills. 
 
To implement marketing automation is to take a step forward in business development and gain a competitive advantage. Automation is the future.

Marketing automation is only for big businesses. Automated marketing is impersonal and soulless. Let's debunk popular myths about marketing automation.

medium_10 Myths About Marketing Automation.png

small_10 Myths About Marketing Automation.png

thumbnail_10 Myths About Marketing Automation.png

10 Myths About Marketing Automation.png

Let's take a look at popular myths about marketing automation. It's time to stop believing in them.

Top 10 Myths About Marketing Automation

10 Myths About Marketing Automation

<Img 
img="/uploads/metavselennye_54c31b95d4.jpg"
alt="Metaverses"
/>

Metaverse is one of the main words of 2021 according to [**Collins**](https://www.theguardian.com/books/2021/nov/24/nft-is-collins-dictionary-word-of-the-year). Despite popularity in the media and the [**peak number**](https://trends.google.com/trends/explore?q=metaverse) of search queries in 2022, a lot of people do not know what this word means. Although metaverses are no longer fiction, but a real space for entertainment, education, work and marketing.
 
The metaverse development market has reached almost [**$48 billion**](https://www.statista.com/statistics/1295784/metaverse-market-size/). It is projected to grow to 678 billion by 2030. Large global corporations and small startups develop new digital worlds. Metaverses are often confused with virtual worlds and computer games, but the concept is broader. In this article, you will learn what metaverse is and why we need it. 

## What is Metaverse

<Note>
The metaverse is a digital space that creates a simulation of reality and integrates existing services, content and brand products into a single environment.
</Note>

The world of the metaverse exists alongside the real one, intersects with it or complements it. People study, go to virtual stores and meet with colleagues in a digital office there. 
 
The metaverse is referred to as a three-dimensional Internet. On the usual Internet, the user consumes content, while in the digital universe they are inside the content. In the metaverse, each person creates an avatar, a digital identity that other users see. You can control your avatar from a [**mobile device**](mobile-marketing). However, if you want to fully immerse in the "parallel universe", you will need a virtual reality headset. 
 
The everyday life of the metaverse resembles a sci-fi movie: characters sit at a desk in their office and discuss an important issue. At the end of the meeting, everyone disconnects and it turns out that everyone is in different places, and the office is virtual.  
 
Meetings in the metaverse will be held in much the same way. The difference is that movie characters need a small device (e.g. a button) to switch between the real and virtual worlds. In reality, we will need to wear a VR headset. It will resemble a Zoom meeting but with full immersion and the effect of presence. You will not need to share your screen because all information will appear in front of each user's avatar. Each user will see a virtual screen, almost like the character of the Marvel Cinematic Universe.

<Img 
img="/uploads/zheleznyj_chelovek_film_f1493ce0da.jpg"
alt="Metaverse"
src="A scene from «Iron Man»"
/>
 
In the metaverse, you can also see your friends in digital coffee shops, bars or in a fictional world. You can go to a workout or play a game together. If there are thousands of kilometers between you and your friends and you want to go to a cinema together, a virtual reality headset will help you. 

## Characteristics of the Metaverse

There are characteristics that distinguish the metaverse from a computer game and virtual reality:
 
**All actions happen in real time.** The metaverse cannot be paused, saved or rebooted. Events continue to occur when the user logs out of the platform.  
 
**At the same time, an unlimited number of users are active in the metaverse.** Each avatar is a real person. 
 
**Domestic economy.** The metaverse currency has the same value as the real one. You will have to earn money there, as in the real world. Domestic currency is sold, bought and invested.
 
**The metaverse encompasses the real and digital worlds**: open and closed platforms intersect, objects from one digital space freely penetrate into another. Characters from games and movies interact with each other, with metaverse objects and brands. For example, a user buys a bag in a virtual store of a real brand and then goes with it in a virtual cinema owned by another brand. The metaverse is like the spaces of different computer games glued together.
 
**Users** not only consume the product made by developers, but **create content and experience within the metaverse themselves**. 

## The Origin and Future of the Metaverse

It all started with fiction. The term "metaverse" first appeared in the science fiction novel "Avalanche" (1992) by Neal Stephenson. In the book, the author describes the virtual world that appeared in the XXI century. The users exist in the form of 3D avatars, they buy and sell real estate. 
 
The digital universe is also shown in movies. You can see virtual worlds in "Ready Player One", "Tron", iconic "The Matrix" and other movies. Something close to the metaverse exists in Fortnite and World of Warcraft in a platform that is called Second Life. It combines a virtual world and a social network. There, users' avatars move around online spaces, hold meetings, go shopping in marketplaces and choose outfits from virtual fashion collections.

<Img 
img="/uploads/metavselennaya_1bae10079f.jpg"
alt="The origin of the metaverse"
src="A meeting room in the Second Life platform"
/>

Companies all over the world develop metaverses: Microsoft, Decentraland, Roblox and others. But nowadays there is no unified and full-fledged digital universe. 
 
Heavy VR headsets make transition to the digital space harder. It is difficult to wear them for more than 30 minutes. There are not enough other tools to simulate physical actions, but companies are developing such solutions. A Japanese start-up [**H2L**](https://www.indiatimes.com/technology/news/japanese-startup-wants-to-inflict-pain-in-the-metaverse-using-electric-shocks-565298.html) created a suit for feeling pain in the metaverse. Panasonic introduced the [**Pebble Feel**](https://game-news24.com/2022/01/05/pebble-feel-is-a-personal-air-conditioner-built-for-the-metaverse/) system, which can heat and cool users in the digital world.  
 
However, it is a problem that different companies develop metaverses. It is difficult to combine different spaces. Companies need to agree on common currency, rules for user conduct and laws of the metaverse.

## Why do We Need Metaverses

### Business

**Simulation of an office and other meeting spaces.** During the pandemic, [**British illustrators moved**](https://pictolic.com/en/article/in-the-uk-working-online-conference-started-in-video-games) Zoom calls to Red Dead Redemption 2. The team created cowboy avatars and sat around a campfire in a Wild West setting. At the end, each participant mounted a horse and rode off into the night. Such unconventional locations and formats for business meetings will become a usual thing in the metaverse. 
 
**Buying and selling metaverse objects and investing.** With NFT technology, items become the unique property of the buyer, which is available for resale. There are even realtors for digital real estate, which is constantly growing in prices and becoming a lucrative investment. 
 
The metaverse will facilitate the solution of design tasks. It is easier to study and transform a 3D model of an object in the virtual world. Modelling in the metaverse should also reduce waste and speed up the process of developing new solutions.

### Marketing 

Brands are picking up the idea of promotion in the metaverses. The main goal is to attract millennials and generation X, who are the first to master new technologies. Even mentioning a brand in the context of the metaverse brings additional recognition to a company. 

**How to promote a business in the metaverse:**
 
**Create your own metaverse.** For example, Nike announced that they would [**develop a digital world**](https://news.nike.com/news/five-things-to-know-roblox) in partnership with Roblox. In [**Nikeland**](https://www.roblox.com/nikeland), users get into a copy of the company's headquarters and compete in sports mini-games. Lego has also decided to [**create a digital universe for children**](https://www.epicgames.com/site/en-US/news/the-lego-group-and-epic-games-team-up-to-build-a-place-for-kids-to-play-in-the-metaverse) in collaboration with Epic Games. 
 
**Open a store in the digital space.** Sell digital and real items in the metaverse, which will be delivered to the buyer's address after fitting or testing. 
 
Gucci created the first virtual sneakers - Gucci Virtual 25. The user can try on the shoes in [**augmented reality**](digital-marketing-trends) and wear them in Roblox and VRChat applications. The company also opened Gucci Garden in Roblox. It is a copy of a real digital installation in Florence.

<Gallery>
<GalleryItem
original="/uploads/virtualnye_krossovki_286df20b80.png"
thumbnail="/uploads/virtualnye_krossovki_286df20b80.png"
description="Gucci virtual sneakers"
/>
<GalleryItem
original="/uploads/virtualnye_krossovki_2_dedb9e13df.png"
thumbnail="/uploads/virtualnye_krossovki_2_dedb9e13df.png"
description="Gucci virtual sneakers"
/>
</Gallery>
 
**Virtual influencers and models.** Brands are already creating their own digital characters or collaborating with others. For example, a virtual model [**Lil Miquela**](https://www.instagram.com/lilmiquela/) exists only in social networks but gives interviews and releases music videos. Her virtual life attracts millions of users who follow her on social networks. 

<Gallery>
<GalleryItem
original="/uploads/lil_mikela_77f17b28ba.jpg"
thumbnail="/uploads/lil_mikela_77f17b28ba.jpg"
description="Virtual influencer Lil Miquela"
/>
<GalleryItem
original="/uploads/lil_mikela_2_4684b2b38b.jpg"
thumbnail="/uploads/lil_mikela_2_4684b2b38b.jpg"
description="Virtual influencer Lil Miquela"
/>
</Gallery>
 
**Outdoor advertising in the metaverse.** Here, everything as in the real world — billboards and digital screens are used for advertising. Placement ideas depend only on the creativity of marketers. 

### Entertainment and education

Metaverses are similar to games, so they expand gaming experience. Communication with other users and an immersive environment are added.

Events are already held in the metaverse. In 2020, [**Travis Scott performed**](https://www.youtube.com/watch?v=wYeFAlVC8qU) in front of 12 million players at a virtual concert in Fortnite because offline events were cancelled due to the pandemic.

<Img 
img="/uploads/razvlecheniya_v_metavselennoj_43c3422037.jpg"
alt="Why do We Need Metaverses"
src="Travis Scott's virtual concert in Fortnite"
/>

As for education, students can see what exactly they study in metaverses. For example, students can witness a historical event and future design engineers can see a spacecraft system for a detailed study. 

## Conclusion

The metaverse is a space in the digital world that exists alongside the real one. This is a parallel reality, but the actions in the digital universe affect the events in the real world.
 
The metaverse cannot be paused or saved, all actions take place in real time. Users use avatars to communicate with other real people in the digital world. Nowadays, there are no full-fledged metaverses, but dozens of companies all over the world are developing them. 
 
Metaverses will expand business opportunities with virtual offices and investments in digital objects. Companies are already opening their digital stores and placing advertisements on billboards in the metaverse. Events are held in the metaverse, and in the future digital spaces will become educational platforms. 

The metaverse is a new step in the development of the Internet, which becomes three-dimensional and adds the effect of presence.

Read about the metaverse in our new article: what it is, what the main characteristics are and how to use it in business and marketing.

medium_metavselennye.jpg

small_metavselennye.jpg

thumbnail_metavselennye.jpg

metavselennye.jpg

Metaverses are often confused with virtual worlds and computer games, but the concept is broader. In this article, you will learn what metaverse is and why we need it. 

Metaverse: How to Use It in Business and Marketing

Metaverses: What are They and Why do We Need Them

<Img 
img="/uploads/uderzhanie_posetitelej_na_sajte_d221f289a9.jpg"
alt="11 ways to keep visitors on your website"
/>

If you want to understand whether people like your website or not, look at how much time they spend there. Short sessions are often caused by low-quality content, slow site speed, unattractive design, a mismatch in expectations, technical errors, etc. Longer sessions, on the other hand, make it clear that your website is useful.

Marketers are constantly looking for ways to increase the length of time users stay on a website. The more time they spend there, the higher the chances that they will consume content, develop trust in a brand and eventually convert into quality leads.

**Let's take a look at 11 ways of retaining visitors on the website:**

## 1. Tidy up the design

On average, a person spends between 10 and 20 seconds on a site before deciding whether to leave or stay. A simple yet attractive design will keep the visitor's attention. The winning design both attracts with its appearance and makes it easier to find the right information. After all, it is not cluttered with unnecessary elements and graphics, which means that the visitor will spend more time consuming the information.

## 2. Make navigation easy

If a user does not understand how to use your site, he will not try to figure it out. He will just close the tab. To avoid this, add only the most important pages to the main navigation menu. Make sure the search bar is clearly visible so that the site user won't waste time looking for it.

<Img 
img="/uploads/decathlon_nav_menu_5ff8588adf.png"
alt="Website navigation"
/>

## 3. Stick to the headline

Some website owners prefer compelling headlines that have little to do with the main content. This way, you will never gain the attention and trust of the audience.
The headlines should reflect the essence of your content. Always start with a brief introduction and then move on to the topics you want to discuss, starting with the most important ones.

## 4. Place your value proposition on the homepage

As soon as a visitor feels that a site isn't providing him with enough value, he will immediately leave. Place a concise, clear and unique value proposition on the homepage in order to avoid this. In the proposition, tell visitors what you do and why it is worth doing business with you. This way, they will learn more about your product and spend more time on your site. In addition, such a proposition will probably convince people to buy from you, and not from competitors.

<Img 
img="/uploads/sephora_7dd6e70b16.png"
alt="Value proposition"
/>

## 5. Make content scannable

Online users rarely read every word on a site. Most often, they scan through pages to pick out the information they need. If your content consists of large chunks of text that cannot be read quickly, most users will leave the site.

**What makes the text more readable:**

- Images, videos, infographics and other visual features
- One main idea in each paragraph
- Short sentences and paragraphs that will not scare off visitors with the amount of text
- Line spacing and font size that are pleasing to the visitor's eyes.
- Headings, subheadings, lists, and bullets to break long passages into smaller sections.
- Highlight important words, phrases and sentences in bold.

## 6. Post relevant content regularly

Visitors will not waste time on old, outdated content. Get in the habit of posting fresh original content regularly. Consider using different types of content: blog posts, articles, e-books, audios, videos, social media posts, webinars, infographics, etc. This way, you will satisfy the tastes of a wider audience.

Use already published materials to keep the content up-to-date. Add new information to old blog posts and use them to create an e-book. This approach saves time on content creation and attracts more visitors.

## 7. Add visual elements

High-quality and relevant photos, videos and graphics help readers better understand the content. Visual content is not only pleasing to the eye, but also interactive. Visitors love this more than just text. A quality visual element boost user engagement and increases the amount of time visitors spend on your site.

<Img 
img="/uploads/vizualnye_elementy_sajta_e9c2e10853.png"
alt="Website visual elements"
/>

## 8. Include CTA buttons in content

Most people exit a website as soon as they find the information they were looking for. This behavior increases the bounce rate, which in turn affects both conversions and profits. That is why you should not forget about the CTA buttons at the end of each post. Clear, relevant and attractive CTAs hold the attention of visitors and lead to conversions. However, make sure that each CTA must be relevant to the theme of the page on which you place them.

<Img 
img="/uploads/knopka_CTA_36980137d3.jpg"
alt="Call to Action"
src="Homecourt CTA "
/>

## 9. Use pop-ups

Exit-intent pop-ups appear on a page when a visitor wants to exit the site. They provide him with a compelling reason not to. Used correctly, pop-ups can reduce bounce rates and increase conversion rate.

**A few ways to use pop-up:**

- Suggest other blog posts.
- Invite visitors to subscribe to your newsletter in exchange for a free audio or video version of your blog.
- Invite to chat with your support team to resolve any questions or concerns.
- [**Ask for feedback**](how-to-use-customer-feedback-to-increase-sales) on your product or service.
- Ask to share your content or follow you on social media.
- Tell visitors about new products and services.

<Img 
img="/uploads/vsplyvayushchie_okna_35ed81376b.png"
alt="Всплывающее окно"
src="Пример креативного pop-up на сайте MAVFARM"
/>

## 10. Increase your page speed

Most people close a tab if pages take more than two or three seconds to load. That is why it is important to increase the speed. How to do it:

- Compress large images.
- Invest in a [**CDN**](https://www.cloudflare.com/learning/cdn/what-is-a-cdn/) to reduce server response time and load times.
- Remove or replace plugins that slow down the site.
- Remove unused codes.
- Reduce the number of times you redirect visitors to other pages.
- Use browser caching capabilities.

## 11. Embed internal links in your content

Internal links help you provide the reader with more information on a certain topic. For example, you wrote a post entitled "10 Myths About Marketing Automation". One of its subheadings is "[**What is Marketing Automation**](what-is-marketing-automation-and-how-it-affects-business-development)". Link the phrase "marketing automation" to another post on your site that covers this topic in detail.

Providing readers with more detailed information is not the only reason why internal links are so important. They also increase page views and improve SEO. However, do not add too many links on one page. Two to three links are usually enough.

The more time visitors spend on your site, the more useful it is for them. Let's talk about 11 ways to increase the duration of the sessions.

medium_uderzhanie-posetitelej-na-sajte.jpg

small_uderzhanie-posetitelej-na-sajte.jpg

thumbnail_uderzhanie-posetitelej-na-sajte.jpg

uderzhanie-posetitelej-na-sajte.jpg

The length of time users spend navigating your website can reveal whether they're enjoying their stay there or not. Here are 11 methods to get visitors to spend more time on your website.

How to Keep Visitors on Your Website: 11 Effective Ways

11 Ways to Keep Visitors on Your Website

<Img 
img="/uploads/data_science_9a8b2aae50.jpg"
alt="Data Science"
/>
 
In a second, Google processes [**over 99 thousand**](https://www.internetlivestats.com/one-second/#google-band) search queries, and thousands of photos are posted on Instagram. The amount of data on the Internet is skyrocketing. Being a resource for business and marketing, data is everywhere. Data science allows one to process and analyse data. It also helps to deal with business issues in retail, industry, banking and other fields. 

When data science first emerged in the 70s of the last century, it studied the data life cycle. In the 2010s, computers could process a wealth of information. At that time, data science grew in importance and began to be included in the programmes of the world's universities.
 
Nowadays, data science helps business and drives innovation. In this piece, you will learn what data science is and how to apply it in business and marketing.  

## What is Data Science

<Note>
Data science is a field of knowledge that studies and analyses data and looks for patterns to make decisions in practice. 
</Note>

Actually, data science is not exactly a science. Data is not a subject of data science, but a multidisciplinary resource (business analytics, mathematics, statistics, programming, strategic planning, system analysis) for gaining knowledge. Data science is closely associated with [**artificial intelligence**](https://www.britannica.com/technology/artificial-intelligence), [**machine learning**](https://www.sas.com/ru_ru/insights/analytics/machine-learning.html), [**big data**](https://www.oracle.com/big-data/what-is-big-data/) and [**deep learning**](https://www.ibm.com/cloud/learn/deep-learning).

<Img 
img="/uploads/data_science_i_tekhnologii_e7a204d00e.jpg"
alt="Data science and data technology"
src="Data science and data technology"
/>
 
Data science receives data from the Internet, smartphones and other smart devices, special sensors. Other sources are corporate log files, archives, transactions history. Software is the primary tool for data scientists. It processes, structures, analyses data and visualises it in a format that is understandable to the end user.
 
Data science looks into the future — it gives forecasts based on data. It predicts demand for goods, user behaviour in the application, disease progression, climate disasters and so on. 

## How does Data Science Work

Data science processes data for analysis: organises, aggregates and arranges it for non-professional users. Data scientists extract information from arrays of processed data to find patterns, build hypotheses and model a picture of the future. 
 
Stages of data science:

<Table>
| **Stage** | **Description** |
| ------ | ------ |
| **Perspective** | Setting a goal and a problem to be solved. What do we want from data? | 
| **Data collection and processing** | Searching and extracting raw data from available sources. |
| **Data preparation** | Data storage and cleaning. Blank fields from databases and irrelevant information are removed. Raw data is transformed into a form that can be analysed further. |
| **Data processing and modelling** | Clustering, modelling and classification, searching for patterns. This stage reveals what happened in the past (descriptive analytics) and which scenario is possible in the future (predictive analytics). Methods of statistics, intelligent data analysis and machine learning "look" into the future. At this stage, modelling is applied — «what if» and «if... then what». |
| **Data analysis** | The following types of analysis are used: regression, exploratory, confirmatory, predictive, confirmatory qualitative, etc. |
| **Data formatting** | The data is presented to the end user as reports and visualisation: charts, graphs and so on. |
| **Decision-making** | Business decisions are made based on the data. |
</Table>
 
## Why does Business Need Data Science

Data science answers specific business questions by testing hypotheses and ideas. Data science:

- takes into account the amount of information that a person cannot process to make decisions;
- excludes subjective opinion in decision-making.

An unbiased answer to a business question protects from errors and misconceptions. The main thing is not the authority of the head, but facts. 
 
**Data science in business also:**

- Studies the [**target audience**](creating-a-customer-profile). A company that knows the customer perfectly well offers the right products and outperforms its competitors. 
- Forecasts trends (insights for new services and products). 

## How Data Science is Applied in Business

### Industry 

Data science forecasts demand and helps to optimise supply chains. It also reduces the risks of surplus goods when demand is low and shortages when orders are large. On the basis of data, production efficiently allocates resources, controls expenses and revenues and finds vulnerabilities — the causes of defects. Predictive analytics show when equipment will fail due to wear and tear and indicate when to carry out repairs to prevent this. 
 
### Logistics and transport

Optimisation of supply chains: reduction of delivery time, search for optimal routes and reduction of operating costs. As in industry, review of data forecasts demand for services of transport companies. Data science optimises warehouse space and reduces the risk of errors in storing and moving goods. 

In transport, data science forecasts the volume of passenger traffic and vehicle occupancy and ensures safety — predicts breakdowns and accidents. 

*Example. Russian Railways has implemented data science technologies to predict dangerous failures of railway facilities. The algorithms simulate situations with more than 50 factors, assess the condition of railway tracks, the technical condition of trains and indicate areas for urgent repairs to avoid accidents and train wrecks.*
 
### Retail 

In retail, data science provides:

- forecasts of demand for product groups;
- stock control;
- insight into trends and audience needs based on social media data and information about competitors;
- custom-tailored offers: which product to offer as an alternative or for additional sale;
- price forecasts.
 
### Mobile operators 

Telecom sets a task for data science to personalise services and products. Data highlights what is important for the customer, how to optimise service packages. Mobile operators also use data to determine where it is better to place their sales points and cell towers.

Telecommunication companies have their own data science departments that create digital solutions not only for internal business needs. 

*Example. MTS offers customers a service for developing tourism that analyses 5,000+ metrics for audience segmentation.*

### Banking

In banks, data scientists examine data to determine the credit capacity of customers. Loans not repaid on time are a risk for banks. Data science forecasts how the customer will behave depending on the market situation, assesses the reliability of the borrower. Data helps banks to personalise services. Algorithms identify the user's interests by activity and offer services that customers themselves were not looking for. 

An important task for data science is to search for the actions of scammers. In the case of large transactions, the system may suspend the transaction and ask for confirmation from the customer. Atypical purchases, several accounts with similar data will be under suspicion.  

### Real estate 

In this field, data research is not limited to offering suitable property options to the buyer. Data science analyses the documentation of objects: buildings, landing plots. Data forecasts the demand for real estate, the price in a given area, and investors decide which properties are worth investing in. 

Data speeds up rental accommodation in services. *Example. Airbnb [**analyses**](https://medium.com/airbnb-engineering/location-relevance-at-airbnb-12c004247b07#.vtj3t52mm) information from users: options they viewed and which ones they eventually chose. Data science forecasts the likelihood of booking in certain areas of the city.*

<Img 
img="/uploads/karta_s_dannymi_veroyatnosti_223d2938c9.jpg"
alt="A map with the probability of booking"
src="A map with the probability of booking in San Francisco according to Airbnb data"
/>
 
## How Data Science is Used in Marketing

### Optimisation of platforms 

Data science will show how users behave on different Internet platforms: websites, applications, social networks. Based on the data, the company understands how to simplify the purchase process and which elements to add to make the product more appealing to the customer. Which features to use to improve service. Data science indicates successful and ineffective content on the company's resources: which materials are read to the end and which are just scrolled through.
 
### Audience research and personalisation

Data science studies customers in detail: interests, preferred communication channels, online and offline behaviour. Knowledge of the audience enhances the personalisation of offers: the company knows where the customer responds best to ads, which ads they respond to, how to organise [**cross-sales and additional sales**](marketing-automation-for-insurance-companies). 
 
*Example. [**Facebook**](https://data-flair.training/blogs/data-science-at-facebook/) stores a huge amount of user data. It guarantees the accuracy of targeted advertising. Everyone on Facebook can set up what ads they want to see and remove topics that are not interesting.* 

Data science helps marketers to segment the audience in detail by dozens of parameters in a targeted manner. *For example, to offer a product when it is relevant. If you know when your customer runs out of a product (pet food, household chemicals, car coolant and so on), then advertising the product at the right moment is a chance for success.* 
 
### Analytics 

Data science helps marketing to get real-time analytics and quickly adapt to new situations (it changes strategy). It speeds up planning of future campaigns. Data-driven forecasts will answer how pricing will work and what price to choose to maintain and increase sales. 
 
### Budget optimisation

Accurate analytics and predictability of consumer behaviour save the company money. Ads are good for the company's budget when shown on time and on the right platform. Data science helps marketers to understand what content is interesting to the audience so that they do not waste resources on creating unnecessary one. There is always data to forecast future campaigns and optimise current ones. 
 
### Customer loyalty and retention

Attracting a new customer is more expensive than keeping an existing one. Data science shows when the customer starts being less active or stops communicating with the company at all. When the company knows the customer lifecycle, it sends personalised offers or useful content in time [**for retention**](customer-trust). 

## Conclusion

Data science examines data and answers business and marketing questions to test hypotheses, ideas and launch new products and services.  
 
In business, data science is a tool for objective decision-making instead of intuitive actions or subjective experience. Data science analyses information about the audience to create new services and products. In marketing, data science is about optimising platforms and budgets, personalising offers. It is a tool for analytics. 
 
Data scientists work in industry, logistics, banking, telecommunications and other fields where it is possible to collect and analyse data and then apply it for business purposes.

Nowadays, data science helps business and drives innovation. In this piece, you will learn what data science is and how to apply it in business and marketing. 

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Data science allows one to process and analyse data. It also helps to deal with business issues in retail, industry, banking and other fields. 

Data Science: How to Use It in Marketing and Business

Data Science in Marketing and Business

<Img 
img="/uploads/qr_code_2_692f1ded4f.jpg"
alt="QR Codes for Business"
/>

During the Covid-19 pandemic, QR codes began popping up everywhere. The technology first appeared in the 90s, but the beginning of mass vaccination made it known for people all over the world and showed new prospects for business. The pandemic has sped up the penetration of technology into business processes. QR codes are used for contactless payment, they store marketing offers and product description, etc. A QR code is easy to use. A large amount of data can be encoded in it, so it seems to be a magic wand (e.g. there is no need to print a restaurant menu if you can print only a QR code leading to a web page with it). However, the technology sometimes can harm business. In this piece, you will learn how and where QR codes work, why it's profitable to use them and when it's better to abandon them. 

## What are QR Codes

A QR code (a quick response code) is a square-shaped pixel barcode. Unlike a simple barcode, a QR code is two-dimensional, which means that it’s read horizontally and vertically. A QR code stores more information than a barcode:

- links to the company's website, product pages or [**mobile app**](mobile-app-as-a-marketing-channel);
- payment details;
- data for verification or access to certain information (password, logins).

Masahiro Hara, an engineer at Denso Wave Inc., a subsidiary of Toyota invented a QR code. Barcode resources were not enough with the rapid economic growth of Japan and the increase in the number of goods in the 90s. New codes stored more information. The first QR code appeared in 1994, it was used in the automotive industry. Later, Denso Wave made the technology available to everyone. In the 2000s, the entire world recognized QR codes — the technology ensured transparency in production with tracking of every detail. The QR code received ISO certification, which means that the company's products meet international standards.

## How does a QR Code Work

A QR code has information encoded in one of the following ways: byte, numeric, alphanumeric, kanji (hieroglyphs). The scanner recognizes data by black and white cells, which are grouped in patterns. 
 
In the original Denso Wave technology, the scanner first reads three squares in the corners (finder pattern). There is also a small square in the lower right quarter. Next, other small square-shaped monochrome elements are recognized. But such a code is not the only option. There are others that look different but perform the same functions. Let's compare a few examples.
 
<Img 
img="/uploads/types_of_qr_codes_74f8072b5c.png"
alt="QR Codes"
/>

## Types of QR Codes

QR codes can be:

- **Static**. They store information that cannot be edited once the code is created. You can use them for fixed actions: encoding of Wi-Fi settings, identification of staff members, registration for events, transfer of details. 
- **Dynamic**. Information can be updated at any time. Companies choose such codes to collect statistics, [**feedback**](how-to-use-customer-feedback-to-increase-sales) and marketing campaigns. 

## Where QR Codes are Used

QR codes can be used in any sphere. Some examples: 

- **Marketing tasks** — promotions, additional information about products, digital business cards. 

- **QR code payment** — it's an alternative to a cash register and acquiring. 

- **Control of goods** in production and by inspection authorities.

<Note>
Example. The «[**Chestny ZNAK**](https://chestnyznak.ru/en/)» system for labelling goods: checking their originality and quality. 
</Note>

- **Staff members control** — access to some premises or files, identification.

- **Movement of people** — movement during the pandemic within a country and when crossing borders. 

- **Navigation** — self-guided tours.

<Note>
Example. In Abu Dhabi (UAE), there is a system of tourist navigation by QR codes: a tourist can see not only the address of the building but also a historical reference.  
</Note>

- **Educational purposes** — attendance control or access to learning materials. 

<Note>
Example. The «[**Mobile Library**](https://www.theguardian.com/world/2014/nov/03/sp-moscow-metro-russian-classical-literature)» project - stands with QR codes that lead to virtual bookshelves. The user selects a book and gains free access to it.
</Note>

- **Transition to augmented and virtual reality.** The user scans the code and goes to the product page. 

<Note>
Example. Kinder has added an AR QR code to its delicious products. Now both children and adults are scanning codes to open a portal into Africa. 
</Note>

<Gallery>
<GalleryItem
original="/uploads/11_2667db07ef.png"
thumbnail="/uploads/11_2667db07ef.png"
description="QR-код для демонстрации товара"
/>
<GalleryItem
original="/uploads/22_d7661aeb57.png"
thumbnail="/uploads/22_d7661aeb57.png"
description="QR-код для демонстрации товара"
/>
</Gallery>

## How to Create and Read QR Codes

Most modern smartphones can scan QR codes online using special applications from Google Play or App Store. Some smartphones can even scan QR codes with a camera. It's not necessary to scan the code from some surface, a photo or digital image is enough. This is how desktop QR code scanners work, for instance, [**Aspose QR Code Scanner**](https://products.aspose.app/barcode/recognize/qr). Apps also recognize codes from uploaded images.

<Img 
img="/uploads/qr_code_generator_app2_9404def8aa.jpg"
alt="Example of a QR code reader"
/>

### How to create a QR code

To create a QR code online, just select a QR code generator — an app or service on the website. Examples: [**QR Code Generator**](https://www.qr-code-generator.com/) and [**ME QR**](https://me-qr.com/). Just enter the data to be encoded and the size of the code image. Some services offer an unusual design. 

## Advantages of QR Codes for Business

### Easy to create and use

No special devices are needed, only an app on a smartphone. It's possible to take a picture of a QR code and then scan it online for free. After scanning, the user will go right to the resource. They won't have to enter the website address and other data manually. This speeds up access to information and purchase. 

### Contactless payment

The customer doesn't need cash or a card to pay with a QR code. There is no need to enter account/card details or phone number for money transfer. It reduces the risk of errors. QR code payment is easy. The user immediately goes to the payment details if the code is static. A dynamic QR code allows you to personalise payments and give the user a link to a payment with a specific amount. This method will speed up and simplify payment, protect users from phishing sites and errors.

### Bonuses for marketing

Coupons, additional information about products, links to contests are encoded in QR codes. QR codes store invitations to events or information about them. People can register for an event using a QR code. 
 
QR codes allow marketers to track places in the selling area that are attractive to customers. The more scans, the more visible the codes. This is a working tool for evaluating the effectiveness of outdoor advertising and [**tracking the customer journey**](stroim-customer-journey-map).
 
<Note>
Example. The user sees a printed advertisement of a product and the website address. Then they search for a website and make a purchase. Analytics will show that the customer came by direct search, when in fact they learned about the product from the advertising booklet. If you place a QR code containing a link and a UTM tag, then analytics will display the correct source that attracted the user.
</Note>

### Curiosity marketing

What is hidden in QR codes is always a mystery. Explain to users what they will get if they scan the code but do not forget to create intrigue. Tell them that they will get some surprise or bonus. 

### Economy 

During the pandemic, restaurants began to make digital menus to reduce the number of contacts with surfaces. This can also be used beyond the pandemic.

<Note> 
Example. The company doesn't spend money on printing and updating materials. The customer doesn't have to wait for the menu. It's convenient to choose dishes on the smartphone screen. You can take screenshots so as not to forget what you want to order.
</Note>
 
QR codes can also replace print advertising. Especially when leaflets are printed for a short-term promotion. Codes instead of offline materials simplify marketing and reduce company costs.
 
If there is not enough space in an offline store, a QR code will show the entire range. And the company doesn't need to rent a bigger space to accommodate all the products. 

### Easy printing and placement

QR codes are black and white and do not require colour printing. They can be scanned from different angles, which means that you can place them on any surface: banners, paper cups, printed leaflets, cars and so on. Even damage by 30% will not hurt - the scanner will recognize the code.

## Disadvantages of QR Codes for Business

### Inexperienced users

Not all people understand how to use QR codes. First, the company will have to conduct research and find out how advanced the target audience is and whether users will have difficulties.
 
<Note>
Example. Seniors are suspicious even of bank cards. Some senior people don't have modern smartphones with QR code scanners, so it will be impossible for them to use QR code payment. 
</Note>

### User distrust 

New things are often met with skepticism and suspicion. Customers can decide that you want to steal their money in such a «tricky» way. It's connected to a lack of digital literacy. You'll have to explain to distrustful users why you switched to new technology, how to scan QR codes and why it is safe. Sometimes it's not easy.

### QR codes are ineffective if they are the only option

QR codes are not always convenient even for advanced users. If the user doesn't have a QR code reader on their smartphone, they will have to spend time downloading it. The user can also forget the code for payment. You [**risk losing your customers**](warning-signs-of-customer-drop-off-from-your-digital-service) if you have only the QR code option of payment and receiving information.

### No access to the Internet 

[**90% of people**](https://www.qrcode-tiger.com/qr-code-statistics) worldwide had access to fast Internet in 2021, and mobile traffic reached [**millions of terabytes**](https://www.statista.com/statistics/271405/global-mobile-data-traffic-forecast/) in 2022. However, there can be some errors that lead to unstable Internet connection. This situation is familiar to everyone. This can happen due to a lack of money in the account, unsuccessful location or simply due to problems with a mobile operator or provider if the connection is via Wi-Fi. It is impossible to scan a QR code without access to the Internet. In this case, Google Pay/Apple Pay wins. 
 
## Conclusion

QR codes open up new avenues for business. You can use them in advertising campaigns, for contactless payment, presentation of your business or products and so on. QR codes store more information than users can find offline.
 
The main advantages of QR codes are their speed and simplicity. A smartphone with a special application is enough to scan the code. Besides, QR code payment doesn't require a point-of-sale terminal. QR codes save the company money on printing materials and provide accurate analytics of the effectiveness of outdoor advertising and product locations.
 
The major disadvantage of QR codes is that they are not accessible to everyone. Some people do not know how to use them or are simply not ready for this technology. You need access to the Internet to scan QR codes, while Google Pay/Apple Pay work without it.

In this piece, you will learn how and where QR codes work, why it's profitable to use them and when it's better to abandon them.

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Learn how and where QR codes work, why it's profitable to use them and when it's better to abandon them.

Qr Codes: How They Work and How to Use Them in Business

QR Codes for Business: Pros and Cons

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img="/uploads/messendzhery_849380fb74.jpg"
alt="How Messenger Marketing Works"
/>

Messaging apps are taking over the world and breaking records in app downloads. According to global statistics, WhatsApp was downloaded [**40 million times**](https://www.statista.com/statistics/1263360/most-popular-messenger-apps-worldwide-by-monthly-downloads/) in January 2022 alone. Telegram was downloaded a little less — almost 36 million. As you know, marketers go where there is an audience.

Messenger marketing is a direction that some businesses are just starting to use, while others have already mastered it. Messaging apps can be either a separate or additional platform for marketing. Personalization, free newsletters with non-strict requirements, a wide range of tools — these are some of the reasons why instant messaging platforms attract marketers and provide new opportunities for getting and retaining customers.

Read the article on how to apply messenger marketing in your business, how this direction works and how to build your promotion strategy.

## What is messenger marketing

Messenger marketing is the promotion of company products and services or other marketing communication with customers by using WhatsApp, Facebook Messenger, WeChat, Telegram, or other messengers. Messenger is an instant messaging service that allows users to communicate with each other by exchanging text and voice messages. The main purpose of messengers is correspondence, but functions such as phone calls, video calls and file transfers are also available. Messenger marketing generates leads, accelerates sales, and maintains communication with buyers after the purchase.

Messenger marketing is more suitable for B2C companies that use messengers to take orders, make appointments with specialists, sell products with a short purchase cycle, and educate potential and existing customers. Communication in messaging applications is relevant when there is a flow of customers and, as a result, automation is needed.

## Benefits of messenger marketing

The main bonus of marketing in messaging apps is direct communication with your client. Your message will definitely get to the user. When it comes to the social media feed, the risk of going unnoticed is higher, because the algorithms do not always show the posts of brand groups and accounts to subscribers. In addition, [**social media platforms**](self-marketing-how-to-promote-yourself-on-social-media) limit the sending of messages by a business account in PM. 

Other benefits of messenger marketing:

### Cost

Marketing SMS mailing, calls to customers for advice on the sale — all this costs money, while working with messaging apps is free. It is worth noting that there are also paid features, such as advertising, calls to mobile numbers. However, free tools are enough for marketing.

## Convenience

If you need to talk to a manager, you will contact the call center. It takes time and involves communication with the robot, waiting and constant engagement. You can not be distracted, even if the matter is not the most important. 

It’s easier to solve issues in the messaging app where you don’t have to stay on the line all the time. In addition, it is up to you when to reply to a message. In messaging apps, communication starts quickly without listening to an answering machine and pressing buttons. To start a conversation, you just need to open the app and send a message with a request. Correspondences will be saved. Messages will definitely get to the addressee, and not to spam, as [**happens with emails**](how-to-send-millions-of-emails-and-avoid-spam-filters). The transition of marketing to instant messaging apps is a step towards the client, who will be able to communicate with the brand in a convenient format.

### Automation

Everything is automated in instant messengers: newsletters, answers to questions, a request to search for products or content. Managers' time is freed up for other tasks.

### Efficiency

Messages will definitely reach the user and will not be lost in the feed. On social media platforms, communication takes place rather in the background, while on messaging platforms it is targeted.

### Collecting contacts

Users are not always ready to leave their contacts in live chats on company websites, so it is difficult to «capture» a client. If you leave a link to the messenger instead of a bot on the website, you will receive the client's contacts and will be able to offer your products.

### Fewer Requirements

[**Email marketing services**](/en) have strict rules and restrictions: from stop words to checking the reputation of an address. Social networks regulate advertising, posts and chats. On Facebook, you can't just write to a user on behalf of a group. Ads are blocked for even harmless reasons. Against the background of all this, messengers looks like the most loyal marketing tools.

## What messaging app to choose for marketing

In terms of monthly activity, WhatsApp is [**in the lead**](https://www.statista.com/statistics/258749/most-popular-global-mobile-messenger-apps/), with more than two billion visits in January 2022. Second place goes to WeChat, followed by Facebook Messenger, QQ and Snapchat. Telegram is only in sixth place.

<Img 
img="/uploads/most_popular_messenger_apps_3b57e28b6c.jpg"
alt="Custom stickers"
/>

In this article, we want to take a closer look at WhatsApp, which is the most popular messaging app in the world, and Telegram, which is one of [**the fastest growing apps**](https://www.statista.com/statistics/1263360/most-popular-messenger-apps-worldwide-by-monthly-downloads/).

Common features of both messaging apps that can be used in marketing are free calls, messages, file transfer, mailings and group chats. What are the differences?

### Telegram

The app was not planned for commercial purposes, and the website still has a promise that there will be no ads. However, the ad appeared in 2021. Before the official launch of advertising, there was also promotion: channels advertised each other, and brands promoted their products through channels.

Channels are the main difference and [**advantage of Telegram**](telegram-in-business) over other messengers. This tool replaces the social media feed and even corporate blogs. Channels provide comments and reactions, similar to social networks. 82% of users go to channels for news, 43% to find out the news of their industry and 59% for entertainment, so the marketing opportunities here are endless.

### WhatsApp

For business purposes, the service has another application – [**WhatsApp Business**](https://www.whatsapp.com/business). It is also free, but with additional business features. The messaging app offers to create catalogs of products and services with a description, price, link to the website and product code for quick search. The client can also ask questions to the company here. With the automation feature, WhatsApp responses are fast. There are templates as well. Catalogs are stored in companies' business accounts, making it easy for customers to search.

## Messenger marketing tools

### Chatbots

A [**chatbot**](the-benefits-of-chatbots-for-businesses) is a tool for automating simple actions on a website or in a messaging app. The robot takes over the routine and repetitive actions: collecting applications, answering questions according to a template, sending out information, and more. Simple bots are made in constructors, while complex ones are created by professional developers. The chatbot responds quickly 24 hours a day. It does not miss a client due to a mismatch between the employee's work hours and the client's request.

*Example. The client wants to book an appointment at a beauty salon the next day, so he is looking for options the night before. The client writes a question to three salons. There is no answer from two salons because the working day of managers is over. The third one has connected a chatbot, which automatically signs the client up for free time. As a result, the client goes to this salon.*

Bots are useful for content distribution, education, entertainment, reminders, habit building, ordering, appointments, and tech support work. There are simple bots with one function — they are monetized or they publish ads there. For example, bots for currency conversion, text checking and reminders.

### Chats

Messaging apps offer private and group chats. If you send a marketing message to an private chat, you can personalize it and hit right on target. If you send newsletters to a group chat, you will save time, because you do not need to send a message to each user.

### Advertising

Telegram has internal advertising tools; its users can see ads in channels. When it comes to WhatsApp, the app does not have its own advertising tool but users can go to the app from ads on Facebook and [**Instagram**](how-to-promote-on-instagram-in-2022). 

### Telegram channels

The channel replaces social media platforms and corporate blogs. The format with text and a picture simplifies the design of the text. Unlike websites, there is no layout. Voice and video messages complement the text content in channels.

### Custom stickers

It is more of an addition to the main promotion methods in messaging apps. According to Viber, users send more than a billion stickers per month. Original brand stickers are a plus for recognition and free promotion.

<Img 
img="/uploads/brendirovannye_stikery_d03475363d.png"
alt="Custom stickers"
/>

## Messenger marketing strategies

### Autofunnels

Automated funnel are a customizable sequence of actions that leads the user to a result without the participation of a manager or with minimal participation. In most cases, the desired result is a purchase. The autofunnel captures the user’s attention, increases loyalty with a [**lead magnet**](what-is-a-lead-magnet), offers a service on favorable terms, and eventually sells or sends a potential client to a manager. Autofunnel scenarios depend on user action or inaction.

*Example. The user received a lead magnet, but he was not interested in the offer. In this case, we will send him information about favorable conditions. Another option is when a purchase has happened. In this case, we will continue to send content to the user, offer related products and services for upselling.*

In messaging apps, autofunnels are launched in chatbots.

### Newsletters

In messaging apps, mailing takes place individually or through groups of users. You can use mailings to offer discounts or personalized purchase conditions, engage users in marketing activities (events, contests), answer questions, collect feedback, and distributes content. If we are talking about content, messaging apps can serve as both a platform for announcements and a full-fledged platform.

### Event support

In messengers, you can inform users about an upcoming event and, when the time is right, send them reminders or even include these reminders in an autofunnel. During conferences, programs, offers from speakers and sponsors are published in groups and through chatbots.

### Lead generation

Instant messaging platforms simplify the collection of user contacts. Available options:

- Collect contacts of customers who clicked on the messenger widget installed on the site;
- Redirect users who left contacts to managers in exchange for a lead magnet;
- Warm up the user by sending him useful content so that he becomes a client.

### Other strategies

- [**Collect feedback**](how-to-use-customer-feedback-to-increase-sales) on products and services through chatbots.
- Inform about the status of the order and make upselling.
- Conduct conversational marketing — always stay in touch with the client.

## Summary

Messenger marketing promotes business in instant messaging apps. It is more suitable for B2C companies to promote and sell products and services. It saves managers' time by automating business processes, and saves the company's money, because the main functions of messaging apps are free.

You can promote your business by sending messages to users in PM or in group chats, through chatbots, advertising and publishing content in channels. Sales in messaging apps work through autofunnels, so they do not require the participation of managers. Messaging apps also collect leads.

Read the article on how to apply messenger marketing in your business, how this direction works and how to build a promotion strategy.

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Messaging apps are taking over the world and breaking records in app downloads. Read about how to use instant messaging platforms for business promotion.

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