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<Video
url="https://www.youtube.com/embed/XQE3Ow7EHMY?si=5UvMKRxRetXotwu1"
/>

The effectiveness of an advertising campaign isn't always assessed solely by direct metrics like conversions or clicks. This is because not every marketing action directly influences the outcome. It may turn out that the purchase was not influenced by the channel recorded in the analytical report. For example, if a company used attribution models and chose last-click attribution, giving credit to the last channel before the desired action occurred.

Such a narrow view of results can be misleading, leading marketers to draw incorrect conclusions for planning future campaigns: if it worked this time, the same tactics should be repeated next time. However, it turns out that the old approach inexplicably doesn't work.

To examine marketing effectiveness from different angles, the method of control groups is used. In this article, we'll explain what it is, why this approach is necessary for businesses, and how research is conducted.

## What is a control group

**A control group** is a method for assessing the effectiveness of marketing campaigns (email, push, SMS notifications) using individuals who have not engaged in marketing communications with the company or have received a limited number of notifications (e.g., only transactional ones). The method originated in science, where it was used to demonstrate the relationship between one phenomenon and another.

Through control groups, the actions of customers who have not received advertising messages from the brand, except for transactional ones (global group), or who have received a limited number of messages, are studied. Then, their activity is compared with that of users who received the messages. Ultimately, the aim is to evaluate whether marketing efforts have influenced the purchase decision or if the customer was ready to make a purchase without additional reminders.

The control group assesses the number of products/services sold or requested, the average order value, views, subscriptions, website visits, and other metrics.

*For example, an email campaign promoting a shoe sale with two variations of text and design (A/B testing) resulted in sales doubling. Initially, the campaign seemed successful, with one text and design combination, A, appearing more effective. However, analysis with control groups revealed that a significant percentage of purchases were made by users unaware of the promotion, as they did not receive notifications.*

## Test and control group: differences 

These two concepts may seem similar in meaning, but the principles of working with them differ.

<Table>
| **Test Group** | **Control Group** |
| ------ | ------ |
| Users who are sent variations of content with different variables over a certain period. For example, A/B testing is conducted in an email campaign, where one portion of subscribers receives version #1 of the text, while another receives version #2. | Customers receive content without any changes to assess the impact of variables from the A/B test on the results. Or they are not shown anything (a scenario where there is no interaction with the user through promotional channels). |
</Table>

It's important that when conducting A/B testing, all results are taken into account: both the control and test groups. After the study, negative control is also evaluated—how the absence of any changes affected the users.

The control group confirms or refutes the results obtained from the test group.

## The role of control groups

Utilizing a control group:

- **Enhances the effectiveness of marketing campaigns** by providing a broader analysis of results, demonstrating the true impact of marketing on conversions or other metrics. Irrelevant offers are excluded, leading to the creation of more desirable [**offers**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it) for customers. 

- **Saves your resources.** Research identifies poorly performing or unnecessary channels where you allocate budgets. After their exclusion, time and money are freed up for other promotion methods. 

- **Indicates changes in customer preferences and market situations** that may have gone unnoticed. Over time, the audience becomes fatigued, and even more attractive interfaces from competitors can lure users away. The control group will identify which incentive will re-engage customers with the brand. 

- **Tests hypotheses for new advertising campaigns.** For example, you want to test whether the number of purchases in an online store will increase if push notifications about an additional discount on [**abandoned cart items**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) are sent.

## Platforms for working with control groups

The method is flexible and adaptable for hypothesis testing across various digital resources:

- **Email and other distribution channels:** here, the impact on user activity through email, push notifications, SMS, or messengers is explored. For example, the influence of a discount coupon for the test group and its absence for the control group is examined. 

- [**Landing pages**](https://altcraft.com/glossary/what-are-landing-pages-and-why-they-matter), where different user samples during A/B testing are shown variants that differ from each other. Texts, images, and headlines are changed for the test groups, while the control group always sees the same variant without alterations. 

- **Advertising:** various variables such as creatives, offers, texts, and formats are possible for the test group here.

## When not to use control groups

Forming a control group is not necessary for every marketing campaign. The method will not yield results if [**the customer database**](https://altcraft.com/glossary/everything-about-the-customer-database) is insufficient. For an audience of a few hundred people, the study will be statistically insignificant (too small a sample size to make a global conclusion).

Additionally, part of the revenue will have to be forfeited. For example, the global control group will be excluded from mailings and may not make any purchases if they do not receive marketing messages. To minimize losses, some companies refrain from using the control group method during peak sales seasons.

This research should also be avoided if it is not possible to accurately track all customer interactions with the company across all online sources, if there are several of them.

## Disadvantages of control groups

The conclusions of the study may not always be applicable to a broader audience due to non-representativeness. The control group represents a specific percentage of customers, which may not always reflect the characteristics of all users. If more men were chosen for the test, data on their behavior may be irrelevant to the female audience.

Control groups are usually small compared to all users. Because a company will not risk revenue for research purposes and allocate more than 20% of customers for it. Such a quantity may be statistically insignificant, resulting in inaccurate results.

The company cannot account for all external factors that influence the decisions of the control group. For example, a brand conducted mailings for testing and checked them against the control group. Suppose the result was weak in terms of conversion quantity. That is, the advertising campaign was ineffective. But if it is known that at that time a competitor held a closed sale with significant discounts, such a conclusion can be challenged.

## How to conduct research with a control group

Start by defining the goal: what hypothesis do you want to test through control groups and what answer do you expect to receive. Then you need to:
1. **Identify [**the audience segment**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) for the study.** Common characteristics can be shared among users. For example, customers who have made purchases totaling N over the past six months.
It is important for the control group to reflect those to whom advertising messages were sent—be similar in demographics and other characteristics. Otherwise, the study will be unreliable. 

2. **Choose the appropriate number of users that affects the significance of the result.** Here, the rule applies: the larger the audience size for targeting, the fewer users should be used for research. And vice versa: a smaller quantity requires more people for the sample. For example, for a control group of 12,000, it may be 5%, while for 2,000 customers, it is advisable to choose 10-20%.
If the research results show that the company is performing well, the control group will decrease in subsequent tests. Conversely, if the advertising is ineffective, the number of users in the sample should increase with each subsequent check. 

3. **Set the duration of the study.** It can be short-term for a single campaign, but a longer one over several months, taking into account external factors, will provide more ideas for improving effectiveness. 

4. **Make a mailing in the context of the advertising campaign with carefully crafted content for this purpose.** Testing of both a single marketing activity and a set of actions is possible. Then you can assess the effectiveness of the entire strategy. Choose the option that meets the business's needs. 

5. **Analyze the results after completing the study.** For example, if 15% from the control group made a purchase, and 30% received a promotion email and also made a purchase, it means the campaign worked. However, if the percentages in both groups are almost identical, the advertising strategy is likely not effective enough.
To assess the significance of the results, use one of [**the A/B testing**](https://altcraft.com/blog/what-is-statistical-power) calculators. 

6. **Adjust campaigns and strategies to improve performance.** At this stage, you may realize that you need to abandon certain channels that are not yielding results.


## Summary 

A control group is a method for testing marketing campaigns in which a certain number of users are excluded from all or some channels of brand communication. This is important to assess the significance of advertising activities in achieving business results, save budget, time, test hypotheses, and identify market changes.

There are two types of control groups: global (customers receive only transactional messages) and local (some marketing communications remain). Such research is necessary for conducting A/B tests to understand the effect of no changes in campaigns.

The choice of a control group depends on the size of the audience for advertising: the smaller the number of people in the sample, the more needed for tests. Advertising is launched to this audience, and the result is analyzed. Afterwards, marketers draw conclusions about the effectiveness of strategies and adjust them.

A control group excludes users from some brand communication channels, essential for testing marketing impact, saving resources & understanding market changes.

medium_control-group.png

small_control-group.png

thumbnail_control-group.png

control-group.png

About what a control group is, why a business needs this method, and how the research is conducted.

Control Group: Definition & Why Needed in Marketing

Control Group: What It Is and Why It's Needed in Marketing

<Video
url="https://www.youtube.com/embed/-XoY_TEXDpE?si=3AV0SX-gFo2lX9WA"
/>

Earning a customer's trust and leading them to make a purchase requires effort and time. Depending on the industry and product prices, convincing a consumer can take several weeks or months. Even in retail, where emotional purchases are common, the first purchase is always the most challenging.

Once you've gained a customer's trust, it's important to continue fostering their interest. Encourage repeat purchases to increase revenue and reduce marketing and advertising expenses. In this article, we'll discuss why repeat purchases are important and share seven strategies for strengthening [**customer loyalty**](https://altcraft.com/blog/customer-loyalty).

## What are repeat purchases and why they are important

**Repeat purchases** are the process whereby a customer regularly buys your company's products. This results in an ideal situation: you build customer loyalty, and they trust your brand enough to consistently spend money on your goods or services.

**Loyal customers** are highly valuable in business. They enhance profit flow, increase ROI, and help gather valuable data about [**the target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it). Additionally, loyal customers bring other benefits:

- **Brand advocacy:** Consumers who regularly purchase products and services serve as a source of free advertising through positive reviews and word-of-mouth recommendations. They share information about the brand with friends, family, and social media followers, thereby expanding your audience. Such customers often provide feedback, explaining what can be improved and how. 

- **Boost pre-holiday sales:** During holidays, new buyers come to brands. However, loyal customers also ensure a flow of profit, as you offer them special discounts. Furthermore, loyal customers respond well to pre-holiday marketing campaigns, maximizing profit during periods of increased demand. 

- **Willingness to try new offers:** Loyal customers are an excellent audience for launching new products. They are willing to test new offers and repurchase items if they involve products they like.

Your target audience already loves and values your brand and offerings. You don't need complex [**sales funnels**](https://altcraft.com/glossary/sales-funnel-what-it-is-its-types) or viral content to capture their attention.


## 7 Simple strategies to strengthen ongoing customer relationships

To win over loyal customers, it's essential to develop relationships with consumers and build their trust. Let's consider several simple strategies that contribute to regular purchases.

### 1. Launch a customer loyalty program

[**Creating a customer loyalty program**](https://altcraft.com/blog/customer-loyalty-program) is an excellent way to encourage repeat purchases. Such programs increase the average order value.

You can structure a loyalty program in various ways, with different levels of complexity, but a simple and understandable program is also quite effective.

To begin, gather your customers' contact information, assign each a unique number or card, and reward them upon reaching a certain number of purchases or a specific spending threshold.

**Ideas for incentivizing loyal customers include:**

- Special offers exclusively for loyalty program members. 

- Unique conditions for referral programs for those who bring customers to your business. 

- Bonus points. 

- Raffles for prizes among loyalty program participants. 

- When launching new products, send notifications about sales and interesting brand events. However, ensure that loyalty program members are the first to know about everything.

<Img
img="/uploads/bonus_accrual_5b856eb846.png"
alt="Bonus accrual"
src="Email notification of bonus accrual"
/>

### 2. Offer personalized customer service

Unfortunately, many consumers have grown accustomed to impersonal service. They enter a large store and go unnoticed, even if they have been there many times and spent significant amounts.

To stand out among other brands and encourage repeat purchases, serve your customers using an individualized approach. Well-executed service takes various forms depending on the business and industry. For example, restaurants can use their POS systems to gather information about customers and then apply it for [**personalized**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) menu recommendations. Retail stores should welcome shoppers and encourage them to join loyalty programs.

Targeted email advertising campaigns are also a good way to personalize service. Thanks to segmentation tools, you can send emails that cater to the interests and needs of each customer group.

<Img
img="/uploads/personalized_email_947c6e40a8.png"
alt="Personalized email"
src="Example of a personalized email"
/>

### 3. Provide coupons for future purchases

Coupons for future purchases are an excellent tool to incentivize repeat buying. Customers are successfully engaged and retained because they have a reason to return to you.

For example, offer a 10% discount coupon for the next purchase for every $50 spent in your store. Such an incentive gives customers a reason for another purchase, especially if their first encounter with your brand left a positive impression.

<Note>
Important! Launch promo codes that customers can use when placing online orders. This kind of reward motivates customers to maximize their discount on larger purchases.
</Note>

<Img
img="/uploads/coupon_from_the_store_c4ab347596.png"
alt="Time-limited coupon"
src="Time-limited coupon from the store"
/>

### 4. Collect customer contact information

When a customer enters your store or visits your website, it's important to gather their contact information. When you have their name, phone number, email address, and physical address, you gain numerous opportunities for communication and building relationships with the individual.

For example, when customers subscribe to an email newsletter, they give permission to receive news, information about sales and discounts, announcements of new products, and other mailings.

<Img
img="/uploads/blog_subscription_form_8f90fd25b2.png"
alt="Blog subscription form on The Blonde Abroad website"
src="Blog subscription form on The Blonde Abroad website"
/>

### 5. Offer free gifts to customers

The key to stimulating repeat purchases is to stay visible to your customers. It's essential for them to remember you after leaving the store or website. Offering free branded merchandise is an excellent way to stay top of mind.

Distributing branded merchandise (such as pens, calendars, plush toys, and other small branded gifts) to selected customers shows that you value them and makes them feel special.

<Img
img="/uploads/altcraft_merch_883bf6d2c3.png"
alt="Altcraft's Merch"
src="Altcraft's Merch"
/>

### 6. Gather feedback

By providing the opportunity for feedback, you demonstrate to the customer the importance of their opinion. They feel listened to, and not just like another customer.

You can [**collect reviews**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales) through surveys via email, text messages, online chat, and social media. The results provide valuable insights and help you improve your offerings.

Regular feedback from customers is extremely important. Gather various opinions and be sure to express gratitude, especially if constructive criticism is present.

<Img
img="/uploads/evaluate_the_purchase_3fa7894866.png"
alt="Evaluate the purchase by Adidas"
src="Adidas encourages to evaluate the purchase"
/>

### 7. Actively manage your brand's social media accounts

[**Social media marketing**](https://altcraft.com/glossary/smm-what-it-is-and-why-businesses-need-it) is crucial for shaping your brand's image. It constantly reminds customers about your company and gives them the feeling that they know you personally.

Creative, engaging posts on social media also provide existing customers with material to reference when recommending you to others.

<Note>
Important! Use video content on social media to show customers what goes on behind the scenes of your brand.
</Note>

<Img
img="/uploads/adidas_page_on_social_networks_ccbe18c06e.png"
alt="Adidas on social networks"
src="Adidas company page on social networks"
/>

## Services for implementing repeat sales

Collecting customer data is a key element in increasing repeat sales. Understanding the target audience helps filter out ineffective leads.

Let's consider several main services for developing repeat sales and building strong customer relationships.

### CRM systems

[**CRM systems**](https://altcraft.com/glossary/what-is-a-crm-system) provide functionality for organizing data, planning strategies, and servicing customers. Information gathered in CRM helps segment contacts and send personalized messages.

CRM personalizes all communication with customers and sends targeted offers at the right time, thereby increasing sales and encouraging repeat purchases.

### Email marketing services

[**Email marketing services**](https://altcraft.com/) optimize communication with customers and send targeted information to specific audiences. These platforms offer various features that contribute to building relationships with customers, strengthening trust, increasing sales, website traffic, and much more.

Additionally, these services provide customizable templates, A/B testing, ready-made landing pages, campaign management, and automation features, lead generation options, advanced reporting and analytics tools for planning future campaigns.

**Moreover, email marketing services help:**

- personalize messages;
- increase customer loyalty and engagement;
- strengthen brand awareness;
- retain customers;
- automate tasks.

<Note>
Important! According to [**Litmus**](https://www.litmus.com/resources/email-marketing-roi/), every dollar invested in email marketing can generate up to $36, creating an excellent ROI indicator.
</Note>

<Img
img="/uploads/campaign_setup_eadd0dfa17.png"
alt="Campaign setup"
src="Campaign setup on Altcraft Platform"
/>

### SMS marketing services

[**SMS marketing**](https://altcraft.com/blog/sms-marketing) is an effective way to communicate with your customers and a tool to increase sales. SMS marketing services send messages on schedule without unpleasant surprises, while complying with laws. Thanks to them, personalized messages are easily automated, and quick communication with the target audience occurs.

SMS marketing cuts through the information noise effectively and brings fast results. Engage with customers by sending timely updates, personalized product recommendations, and more.

## Encourage customers to return to you again and again

According to the book "Leading on the Edge of Chaos" by Emmett C. Murphy and Mark A. Murphy, increasing customer retention by 2% affects a company's profit and reduces expenses by 10%. By retaining just two percent of your customer base, you reduce significant business costs.

Moreover, the more often a customer returns and has a positive purchasing experience with you, the more likely they are to recommend the brand to their friends.

To ensure repeat sales, it's important to understand that you're taking the right steps to engage customers and meet their needs. Planned strategies are an excellent starting point.

Source: [**Business**](https://www.business.com/articles/5-ways-to-earn-repeat-business/#what-is-repeat-business-and-why-is-it-important)

Learn how to keep customers coming back with these seven effective strategies for fostering loyalty and encouraging repeat purchases.

medium_repeat-purchases.png

small_repeat-purchases.png

thumbnail_repeat-purchases.png

repeat-purchases.png

About what repeat purchases are and why they are important. Let's share seven strategies to strengthen customer loyalty.

Repeat Purchases: 7 Ways to Retain Customers

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

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

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

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


## What is DMP

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

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

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

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

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


### When and why to use a DMP


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

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

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


## What is ESP 

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

**The email service supports:**

- templates for emails; 

- sending emails to segments, including testing successful variations; 

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


### When and why to use a ESP


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

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

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

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


## What is CRM


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

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


### When and why to use a CRM


**CRM is used for:**

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

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

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


## What is ERP


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

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


### When and why to use ERP


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

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

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


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


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

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


### When and why to use CDP

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

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

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

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

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

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

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

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

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

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

 
### Advantages of CDP over other systems


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


## Using CDP with the Altcraft Platform


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


### Increasing an insurance company's profit

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

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


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

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


### Online cinema accelerated campaign deployment 

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

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


## Summary

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

## What is E-commerce Marketing

Firstly, let's clarify what electronic commerce involves.

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

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

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

## E-commerce marketing tools

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

### Website and SEO

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

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

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

### Advertising

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

**1. Contextual**

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

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

**2. Targeted**

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

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

**3. Banner**

These are pop-up or static banners on websites.

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

**4. Native**

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

**5. Video advertising**

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

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

### SMM

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

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

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

### Email newsletter

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

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

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

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

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

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

### Messengers

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

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

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

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

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

### Content

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

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

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

### AR/VR technologies in e-commerce

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

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

## Strategies for digital marketing in e-commerce

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

### Working on the website

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

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

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

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

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

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

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

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

### Мultichannel marketing

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

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

### Social media

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

<Gallery>
<GalleryItem
original="/uploads/networking_on_social_media_6ec088891c.png"
thumbnail="/uploads/networking_on_social_media_6ec088891c.png"
/>
<GalleryItem
original="/uploads/present_your_product_in_social_media_27e06b1522.png"
thumbnail="/uploads/present_your_product_in_social_media_27e06b1522.png"
/>
</Gallery>

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

<Gallery>
<GalleryItem
original="/uploads/example_of_smm_3ee21ab96a.jpg"
thumbnail="/uploads/example_of_smm_3ee21ab96a.jpg"
/>
<GalleryItem
original="/uploads/stylish_and_unconventional_photoshoots_3998b489de.jpg"
thumbnail="/uploads/stylish_and_unconventional_photoshoots_3998b489de.jpg"
/>
</Gallery>

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

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

### Personalized offers

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

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

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

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

### The PPC method

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

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

### Promotion through users

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

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

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

### Order tracking

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

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

### Reminder about “Favorites” items

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

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

### Increasing abandoned cart efficiency

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

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

### Personalized offers in the user account

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

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

### Store anniversary

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

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

## Summary

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

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

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

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

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

medium_examples-strategies-of-internet-marketin.png

small_examples-strategies-of-internet-marketin.png

thumbnail_examples-strategies-of-internet-marketin.png

examples-strategies-of-internet-marketin.png

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

Examples & Strategies of Internet Marketing in E-commerce

Internet Marketing in E-commerce: Examples and Strategies

<Img
img="/uploads/Pop_ups_e8d206ea92.png"
alt="Pop-ups: Definition, Purpose for Business, Its Types"
/>



A "pop-up" is a graphical user interface element that appears on top of the main content on a website or in a software application. Pop-ups have been around since the early days of the internet and continue to be in use today.

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

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

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

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


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





### The purposes of pop-ups include:

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

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

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

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

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

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


## How to create a proper pop-up

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

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

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

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

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

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

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

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

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



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

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

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

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


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


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


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





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


## Examples of pop-ups 

### Promotional pop-ups

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


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





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

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




### Pop-ups with lead magnets

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

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



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



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


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



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


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



### Informational pop-ups

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


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





### Subscribe to the newsletter

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


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




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


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






### Callback request, registration forms, etc.

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

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


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





## Summary

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

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

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

medium_Pop-ups.png

small_Pop-ups.png

thumbnail_Pop-ups.png

Pop-ups.png

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


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

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

<Img
img="/uploads/image3_81f3261b7e.png"
alt="Voice Search as a Digital Marketing Tool for Business"
/>

Not long ago, voice commands from a person to a computer were scenes from science fiction movies. Today, [**over 50% of people use voice search to find information on the internet**](https://www.demandsage.com/voice-search-statistics/#:~:text=Voice%20Search%20Statistics%20(Top%20Picks,searches%20take%20place%20every%20month.) almost daily. Voice search offers a convenient way to quickly and easily access information in various aspects of life, such as stores, services, weather, current news, and more, especially when users are driving or have their hands full.


Despite voice input, text remains the foundation of communication, as the system converts spoken language into a textual format to search for answers on the internet and provide relevant results. Voice search opens up new opportunities for marketing and promoting a company. In this article, we will delve into voice search, its advantages, and its integration into businesses.


## What is voice search and why businesses need this tool


Voice search is an automatic speech recognition technology that translates spoken language into text and searches for answers on the internet. Voice-activated search engines are powered by [**artificial intelligence**](https://altcraft.com/blog/what-distinguishes-chatgpt-bard-and-bing-in-the-world-of-marketing) and are a prospective channel for promotion as they take into account SEO optimization rules and provide results that the system deems relevant.


Speech-to-text input is facilitated through special software known as voice assistants such as Google Assistant, Microsoft Cortana, Apple's Siri, Alexa, Bixby, and other systems. To activate the program, you simply need to say a specific phrase followed by your request, for example, "Okay, Google, what's the weather in London?" Voice search works on Android, Apple devices, PCs, and various other systems.


<Img
img="/uploads/voice_assistants_bf4af40d0f.png"
alt="Voice assistants"
/>

The ability to provide verbal commands to search engines is essential for brands looking to expand their audience. It's also another way to engage in primary marketing communications and promote through voice marketing, which includes [**podcasts**](https://altcraft.com/blog/podcast-marketing) and voice-based social platforms like Clubhouse.


## Advantages of voice search


**Voice search on the internet is more detailed** than text-based search. People tend to use more extended and natural language in their queries, allowing search engines to provide better results. Many people find it easier to speak a few words rather than write them down, resulting in more natural and conversational queries.


**Enabling and using voice search is straightforward**, leading to a growing number of users activating this feature. It is predicted that the voice assistant market [**will grow to $56 billion**](https://www.meticulousresearch.com/pressrelease/280/speech-and-voice-recognition-market-2030) by 2030.


**Opportunities for SEO optimization**, which is an essential part of marketing and promotion channels. Detailed queries encourage an extension and clarification of the semantic core, making words and phrases more accurately respond to user queries. The closer the information matches the user's query, the better the indexing.


**User-friendliness.** Voice typing can be done without having to hold the device, which is particularly convenient while driving or when your hands are occupied. It's easier to ask by voice rather than stopping and typing text hastily or on the go.


**Enhanced accessibility for visually impaired individuals.** Users don't need to adjust keyboard settings to a larger font size as voice assistants provide spoken responses to user queries. This helps integrate individuals with disabilities into the digital world.


**Continuous technological advancement.** Voice search is here to stay and continually evolves. It has already become an integral part of everyday life through smart speakers, which control lighting, play music, answer user questions, and provide entertainment. Developers continue to improve speech recognition algorithms, such as Google's Hummingbird, which aims to understand non-standard queries, unclear speech, and complex formulations. As voice search capabilities expand, businesses need to adapt to this trend.


## Which businesses need voice search


Voice typing is particularly important for businesses where users need information promptly:


**Brick-and-mortar stores and services.** When people urgently need to buy something (pet food, medicine, car parts, etc.) or access services (manicures, dental appointments, dry cleaning), a voice assistant can expedite the search process. Users can quickly obtain information about addresses and contact details, sometimes without the need to visit a website, as they want the product or service promptly.


**Cafés and restaurants.** This is especially relevant in tourist areas where proximity plays a crucial role. Users typically prefer establishments nearby when they want to eat quickly.


**Delivery services.** Speed is of the essence when it comes to delivery. People want their items promptly, so they search for nearby companies that can quickly deliver restaurant meals, groceries, packages, and more.


**Taxi services.** Ordering a taxi usually only requires a contact number rather than a detailed website exploration. Being at the top of search results after a user employs voice input is advantageous for these services.


**E-commerce.** Voice assistants can add items to the cart, place orders, and even recommend additional products based on the user's purchase history (as seen with Amazon's Alexa). [**Personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) and speed appeal to users who save time while shopping online.


**Information portals.** Voice typing is convenient for quick data searches, news, and answers to questions. Web resources, including news outlets and content-oriented blogs, benefit when they optimize their content for voice search.
## How to integrate voice search into your company's marketing


### Use long keywords and complete phrases


In voice search, people often speak in extended phrases, such as questions they would ask in a conversation. For example, "*Where can I buy cat food in London?*" instead of the more typical "*buy cat food London*" used in regular text searches. Therefore, it's essential to include complete phrases in your content, even if they are low-frequency. Don't forget to incorporate conversational words that frequently appear in queries.


### Add a FAQ section


A section with specific concise answers will simplify the search and increase the chances of ranking higher in search results. Additionally, there's an opportunity to appear in Google's answer box, where a short text from your website and a link to it will be displayed.

<Img
img="/uploads/image1_1223cea23c.png"
alt="FAQ section as a promotional tool"
src="FAQ section increases the chance of getting to the top of search results"
/>


### Adapt content for mobile devices


[**According to Exploding Topics**](https://explodingtopics.com/blog/mobile-internet-traffic), 92% of people access the internet from mobile devices. It's logical to assume that users also prefer to use voice assistants from their smartphones. Therefore, the website should open conveniently and maintain the same functionality as the desktop version.


### Add your company's addresses to all possible platforms


Create business listings on Google, and all relevant directories. This is crucial for local search, enabling users to find services near their location. Make sure to include contact information and a link to your website in these listings.


*For example, if someone experiences a flat tire late at night and uses voice search to find "24-hour tire repair near N district," having your business listed with the specified address and operating hours could lead the search engine to recommend your service. This approach can significantly improve your company's visibility in local search results for queries containing the term "nearby."*


### Improve website usability and content structure


Standard SEO optimization criteria also work to enhance the effectiveness of voice search. If the website is user-friendly, loads quickly, and functions correctly, it is more likely to rank higher in search results.


## Summary


Voice search is an alternative to traditional text input, where technology converts spoken language into textual queries, providing quick access to information and enabling more comprehensive questions. Voice search is applicable on both PCs and mobile devices, and its ease of setup and use makes it a promising tool. Businesses should consider leveraging voice search for promoting their products and services as it offers a cost-effective way of generating leads, especially for cafes, restaurants, taxi services, and delivery companies.


To ensure users can find their business through voice assistants, companies should optimize website content with long-tail phrases reflecting common user queries, provide sections with straightforward answers to common questions, and ensure mobile compatibility. Creating business listings with company addresses on mapping services is also crucial.

Voice search converts spoken language into text queries, benefiting businesses, especially in food services and delivery industries.

medium_golosovoj_poisk_95f6218ce1.png

small_golosovoj_poisk_95f6218ce1.png

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golosovoj_poisk_95f6218ce1.png

Voice Search as a Digital Marketing Tool for Business

Voice Search as a Digital Marketing Tool: Integrating It into Your Business

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

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

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

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

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

## Advertising labeling and its meaning 

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

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

- Federal Antimonopoly Service of the Russian Federation; 

- Federal Tax Service of Russia; 

- The Federal Service for Supervision of Communications, Information Technology, and Mass Media.

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


### Which ads are accurately labeled

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

The law defines advertising as information:

- distributed through any communication channels, formats, and means; 

- targeting a certain (precisely unknown) audience; 

- intended to draw attention to products or services, create and maintain a high level of attention to them, and promote them.

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

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

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

**Example:**

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

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

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

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

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

**Example:**

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

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

## Proper marking advertising

Marking advertising according to the rules typically follows this process:

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

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

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


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



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

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

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

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

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

- description of the advertised product; 

- advertising format; 

- platforms for publication; 

- ad types (text, creative, video, audio); 

- data about the audience that will see the advertisement; 

- campaign duration or the date of the ad post; 

- contracts with all participants in the advertising campaign.

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

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

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

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

Example of the token:

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

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

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

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


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

Example of advertising marking from VKontakte:

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

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

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

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

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

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

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

## Ad labeling on the most popular platforms 

### Yandex.Direct


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

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

### VKontakte

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

### myTarget

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

### Telegram Ads

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

- Fill in your brand information in Telegram Ads; 

- Generate a token (any ADO will work); 

- Add the label to your ads; 

- When the campaign is completed, create reports for the operator on your own.

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

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

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

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

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


If the advertisement is unlabeled, then:

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


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

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


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

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

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

**What's important for companies:**

- Register within the Unified Registry of Internet Advertising through "Gosuslugi" (a government services portal). 

- Study the changes in the rules of advertising platforms and provide the necessary information according to their requirements. 

- Modify contracts with intermediaries if you work with them.


## Some features in the rules for marking advertising announcements

- Only advertising that circulates in Russia is marked. Moreover, even foreign companies must register their ads if they are promoting themselves within our country's territory. However, if a Russian business is advertising on a foreign market, no marking is required. In this case, it is also permissible to promote through Russian services without registration. 

- For online broadcasts, tokens can be obtained after their publication. Then, the identifier will appear in the description. 

- Each creative is assigned a separate unique label. It is not allowed to copy the same ID for all at once. 

- Barter transactions are also marked according to the general rules.

## Conclusion

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

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

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

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

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

medium_markirovka-reklamy.png

small_markirovka-reklamy.png

thumbnail_markirovka-reklamy.png

markirovka-reklamy.png

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

Advertising Labeling: How to Promote Under New Rules

Advertising Labeling: Promotion Under New Rules

<Img
img="/uploads/alternativy_storonnim_fajlam_cookies_98520ab61e.png"
alt="Alternative tools to third-party cookie"
/> 

Just a few years ago, every marketer relied heavily on [**third-party data**](first-second-and-third-party-data), or cookies from external sources. However, Google's recent decision to cease collecting this information has left marketers searching for new ways to work with customer data. Although they have another year to prepare, 54% of respondents claim to have already taken steps in this direction. According to 85% of those surveyed, their work's effectiveness is directly dependent on cookies, while 77% say that Google's decision has negatively impacted marketing business processes.

## What can replace third-party cookies? 

A recent survey of marketers aimed to identify viable alternatives to third-party cookies. The results showed that the most popular alternatives were targeted social media advertising (mentioned by 55% of respondents) and direct user data collection (54%). Google Topics API was also a popular choice, mentioned by 52% of those surveyed, while 36% saw potential in contextual advertising and universal identifiers. 

<Img
img="/uploads/Grafik_1_0974477339.png"
alt="Cookies alternatives"
/>

Let's take a closer look at each alternative.

## Social media targeting

Love it or hate it, social media platforms offer marketers a powerful set of tools for targeted advertising. Gen Z and millennial consumers, in particular, are highly likely to make purchases through social media, which extends the platforms' influence beyond just communication to sales.

During the period between September and November 2022, 33% of social media users made at least one purchase based on [**influencer recommendations**](what-is-influencer-marketing-how-to-build-strategy). Of these users, 28% placed and paid for their order, without ever leaving the social media site, and 22% engaged with brand representatives via the platform.

<Img
img="/uploads/Grafik_2_a0c0cc4360.png"
alt="Generation Z survey"
/>

## Gathering first-party information

The company gathers users' personal data via its official website, surveys, email, SMS, and CRM systems. This information is utilized to develop the business and tailor offers to individual customers. Some marketers still lack knowledge of their customers' demographic information, making the use of user data especially valuable to them.

## Google Topics API

This is a service that tracks which resources users visit when searching for information on a specific query. Although it is not yet widely used, marketers are beginning to consider it a promising alternative to cookies.

How does it work? For example, if someone frequently visits sports streaming websites, Google algorithms will offer that person as an audience for sports-related ads. The user's privacy is maintained at a high level, and advertisers cannot know which specific pages the person visited. Additionally, users can edit their list of interests in the settings.

## Universal identifiers

These are unique IDs assigned to website visitors, which marketers use to distinguish between individuals on websites. They are a close alternative to third-party cookies, as they have a lot in common in the way they work. However, universal identifiers have several advantages:

* Users can be tracked simultaneously across multiple devices, improving the customer experience and eliminating the risk of data loss.
* Duplicate entries are automatically removed, resulting in a higher quality sample.
* Personal data collected through this method is suitable for targeting while ensuring privacy.

## Contextual advertising

Contextual advertising is a different approach compared to the methods described above, as it allows the placement of the right advertisement at the right time and in the right place, without relying on obtaining [**user data for targeting**](what-is-retargeting). Instead, contextual advertising takes into account the current content on the website or platform where the advertisement will be placed.

For instance, an advertisement for headphones can be displayed in the feed of a music blog, where it is relevant to the content. With contextual advertising, advertisers prioritize the context in which the advertisement will be displayed, rather than relying on past user behavior or personal data.

## Why marketing budgets are growing

After the abolition of third-party cookies, marketers had to urgently change their working strategies. On the one hand, there was an incentive to master new targeting methods, and on the other hand, there was a need to ensure the security of user data.

The requirements for preserving customer data confidentiality have become stricter worldwide. This is mainly what led to the increase in marketing budgets. 71% of marketers claim that marketing expenses have increased.

But not everything is so bad. Of course, businesses will have to allocate additional resources to find a reliable alternative to cookies and to retest and find effective ways to achieve their goals and objectives. However, those who go down this path have every chance of improving familiar business processes.

30% of marketers claim that these events have been beneficial to their business and have had a positive impact on the quality of marketing in their companies.

## Future of data privacy: what to expect

The work of marketers is becoming more difficult as they have to adapt to constantly changing rules for collecting and using personal information about customers. On a legislative level, the [**policy on data privacy is becoming stricter**](customer-data-privacy-issues-in-digital-marketing), and users themselves are questioning how their personal information is being used.

Currently, it is unclear what standards companies will have to work with in the near future. Due to this, many firms are allocating a budget for research and seeking new solutions. The first step is to find alternatives to third-party cookies. Ultimately, those who are adaptive in the dynamically evolving world will win.

Learn about the alternatives marketers are turning to instead of third-party cookies and their effects on budgets.

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thumbnail_alternativy-storonnim-fajlam-cookies.png

alternativy-storonnim-fajlam-cookies.png

For those who are already looking for ways to replace cookies.

What Alternatives to Cookies Are Marketers Exploring

5 Alternative Tools to Third-Party Cookies

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uzum-case.png

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

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thumbnail_bnb-bank-kejs-v-menyu.png

bnb-bank-kejs-v-menyu.png

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

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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