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<Img
img="/uploads/neural_networks_8668b76426.png"
alt="Neural Network Hallucination, Types, Causes, Mitigation"
/>

Almost every day, there are news reports about the achievements of neural networks. ChatGPT, Midjourney, and others are highly popular and frequently searched on Google Trends. It may seem like neural networks can already do everything, and humans should prepare for unemployment in the near future.

Machines indeed solve many problems, but their "brains" are not perfect yet. Creativity is entirely beyond the reach of robots. Frequent hallucinations in artificial intelligence make it an unreliable replacement for humans, especially in fields where human safety and health are at stake.

Let's explore why and how neural networks make mistakes and how to reduce their hallucinations at the user level.

## How neural networks make mistakes and why

### Opacity of results

It's impossible to explain the underlying principles by which a neural network generates a specific result. Although we understand [**the principles of its operation**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life), the "thought process" of a robot remains a black box. For example, you show an image of a car to a neural network, and it insists it's a flower. Asking why it arrived at that result is futile.

While such errors might be amusing for an average user, the unpredictability can have unpleasant consequences for business processes.

This lack of transparency can pose a problem for any business that aims to communicate openly with customers, explaining reasons for rejections and other company actions. Social media and various platforms that rely solely on automated moderation are particularly at risk.

For example, in 2021, Facebook's* artificial intelligence (using neural networks as its data processing method) removed user posts featuring historical photos of a Soviet soldier with the Victory Banner over the Reichstag. The neural network deemed it a violation of community rules. The company later apologized and explained that, due to the pandemic, many content moderators were not working, leading to the use of automated checks that resulted in such errors.

Similar issues in AI moderation were reported on YouTube. During the pandemic, neural networks became overly zealous, removing twice as many videos for inappropriate content as usual (eleven million). Of these, 320 thousand were appealed and reinstated. Thus, the digital world still relies on human intervention to address these challenges.

### Discrimination by neural networks

Sometimes, artificial neural networks exhibit unfair behavior towards individuals of a certain nationality, gender, or race, especially in the fields of business and law enforcement.

In 2014, [**Amazon's AI**](https://www.reuters.com/article/us-amazon-com-jobs-automation-insight-idUSKCN1MK08G) assessed responses to job descriptions and consistently assigned lower scores to female candidates. As a result, female applicants were more frequently denied employment, despite the absence of objective reasons for such rejections.

In the United States, facial recognition systems have been known [**to incorrectly identify**](https://gizmodo.com/detroit-police-chief-admits-face-recognition-doesnt-wor-1844209113) a significant percentage of African Americans, leading to unjust arrests.

### Need for large volumes of data

The need for large volumes of data is a significant challenge for neural networks. They are data-hungry and require vast amounts of information for training, sometimes even personal data. Collecting and storing such data is neither straightforward nor cost-effective. When neural networks lack sufficient data for training, they tend to make errors.

For example, in 2022, drivers of right-hand drive vehicles [**started receiving fines**](https://lenta.ru/news/2022/05/23/shtrafy/) due to AI. The neural network couldn't distinguish between a person sitting in the seat and an empty seat, leading to fines for not wearing seat belts. Developers attributed this problem to data insufficiency. They explained that the AI needed a substantial amount of right-hand drive vehicle data to avoid errors. However, this doesn't guarantee accuracy, as AI can be confused by glares and reflections on cameras.

Sometimes, these cases can be comical. For instance, Tesla's autopilot system [**failed to recognize**](https://korzik.net/video/133351-tesla-mozhet-ponjat.html) a rare form of transportation – a horse-drawn carriage on the road. On other occasions, neural network glitches can be quite alarming. There have been instances where [**Tesla's system detected**](https://motor.ru/news/tesla-fail-13-01-2021.htm) a person in an empty cemetery, causing panic among drivers.

### Lack of definitive answers

Neural networks can sometimes struggle with tasks that a five-year-old child can easily handle, like distinguishing between a circle and a square. A child would accurately point out where the square is and where the circle is. In contrast, a neural network might say it's a circle with 95% confidence and 5% confidence that it's a square.

### Risk of hacking and deception of neural networks

Neural networks are susceptible to hacking just like any other systems. Hacking a network is almost like a scene from science fiction where the villain forces robots to go haywire. Indeed, knowing the weaknesses of a neural network allows manipulation of its operations. For instance, a car's autopilot might start running red lights instead of stopping for green.

In an experiment, researchers from Israel and Japan attempted [**to deceive a facial recognition neural network**](https://arxiv.org/abs/2109.06467) using minimal makeup, significantly reducing its accuracy. Prior to this, the network would malfunction in the presence of camouflage, glasses, or bright elements in the frame, but such disguises were highly noticeable. Therefore, this artificial hallucination was crucial to test whether simple makeup could confuse an AI, which was also developed using a neural network. However, poorly thought-out makeup did not induce any significant recognition errors.

In another demonstration, researchers from Toronto illustrated [**how a neural network could be hacked**](https://arxiv.org/abs/2106.09898) using simple symbols that are imperceptible to the user.

[**Since 2013, a vulnerability in neural networks has been identified**](https://arxiv.org/abs/1312.6199) – the adversarial attack, where a tiny amount of noise is added to an image. This causes the network to misidentify objects in the image, such as labeling a table as a car or a tree as a supermarket trolley. Even after a decade, there is no absolute solution to this problem.

### The complexity of neural networks

Like any complex system, neural networks are imperfect. They learn quickly and can process vast amounts of data, but they lack a complete analogue to human critical thinking. Although a neural network can challenge information and understand its mistakes, sometimes it simply "believes" in incorrect things and confuses facts, leading to the creation of its own fabrications. This tendency is especially pronounced when the initial information is derived from unreliable sources.

The complexity of neural networks and their aspiration to emulate human intelligence raise concerns in society. In March 2023, Elon Musk, the founder of Tesla and SpaceX, [**published a letter**](https://futureoflife.org/open-letter/pause-giant-ai-experiments/) requesting a six-month halt to the training of neural systems more advanced than the GPT-4 version. Over 1,000 specialists, including Evan Sharp, the founder of Pinterest, and Steve Wozniak, the co-founder of Apple, endorsed this statement. The number of signatures has now exceeded 3,000.

### Superficial assessment of information

When it comes to generating text, a neural network doesn't think metaphorically like a human; it merely uses statistics based on word usage and phrases. The system, in a way, predicts the continuation. It doesn't have the capability to conduct a deep analysis and find causal relationships in the text.

### Lack of uniqueness in results

Although a neural network is designed to generate new content based on a multitude of examples, there are instances where the robot might simply [**produce a slightly modified image**](https://arxiv.org/pdf/2301.13188.pdf) from its training data. In such hallucination scenarios, personal user data could inadvertently be included in images accessible to outsiders.

A probable cause for this error is attributed to the repetition of certain images in the training data.

### Neural networks do not understand human anatomy well

Often, images generated by various neural networks show extra or distorted fingers, additional hands, legs, or missing body parts, strange shapes for teeth, tongues, eyes, and more.

Neural networks particularly struggle with fingers, which may resemble animal paws more than human hands, and they often make errors in counting them. This is because the network processes images of people from various angles but lacks a deep understanding of how to anatomically position body parts like fingers, eyes, teeth, and so on, resulting in these kinds of images.

<Img
img="/uploads/Neuralnetworkhallucination_6e202446c3.jpg"
alt="Neural network hallucination problems with counting fingers"
src="When hallucinating, a neural network can generate a person with three fingers on their hand"
/>

<Img
img="/uploads/Neuralnetworkhallucination2_ab230210cb.jpg"
alt="Neural network hallucination produce pictures with strange eyes"
src="Generated image from several user photos that produced strange eyes"
/>

<Img
img="/uploads/Neuralnetworkhallucination3_0e192733c6.jpg"
alt="Neural network hallucination produce pictures with strange hands"
src="This photo is fine at a glance, but look at the hands"
/>

<Img
img="/uploads/anatomy_c566e22a74.jpg"
alt="Neural network hallucination produce pictures of knights with strange anatomy"
src="Here the neural network drew on-demand knights that turned out to have no eyes, not enough hands, and some don't even have feet"
/>

<Img
img="/uploads/creepycreation_b1c21b44b1.jpg"
alt="Neural network hallucination produce pictures with strange anatomy"
src="Sometimes the pictures generated by the neural network look kind of creepy. Like, for example, the kind of gnarled teeth that the monsters have."
/>

### Neural networks simply go mad


American researchers have found that [**certain neural networks**](https://altcraft.com/blog/what-distinguishes-chatgpt-bard-and-bing-in-the-world-of-marketing), such as ChatGPT and Midjourney, [**start hallucinating significantly**](https://petapixel.com/2023/08/11/ai-trained-on-ai-images-produces-terrible-results-study-finds/) after undergoing five training cycles. There's even a term for this phenomenon called Model Autophagy Disorder (MAD), where the results deteriorate with each new cycle of multiple training sessions.

Neural networks can sometimes be unpredictable. For example, in response to the query "Who was the sole survivor of the Titanic?" the neural network confidently provided the name of the supposed "sole" survivor and even shared some details about their life.


<Img
img="/uploads/wronganswerfromneural_84622eff6c.png"
alt="ChatGPT hallucinating"
/>


It's interesting to note that the neural network, when asked for sources in the subsequent query, promptly apologized for any misinformation and provided the correct information: that there were 705 survivors out of a total of 2224 passengers on the Titanic.


<Img
img="/uploads/correction_9404fb277d.png"
alt="ChatGPT corrects itself after hallucinating"
/>


Autonomous behavior was noticed in the MY AI chatbot from Snapchat, which once [**posted**](https://www.independent.co.uk/tech/snapchat-twitter-b2394029.html) an unclear photo in its stories. Users were alarmed by such behavior, and some even began to uninstall the app. Interestingly, initially, MY AI did not have the capability to create stories as part of its functionality. Hence, a small machine uprising occurred.

## Avoiding neural network hallucinations

Neural network developers are aware of these issues and are exploring solutions. For instance, [**OpenAI**](https://www.ixbt.com/news/2023/06/02/v-openai-pridumali-sredstvo-ot-galljucinacij-u-nejrosetej.html) has proposed a new method to combat hallucination. The idea is to reward the AI specifically for correct answers, not just any final outcome, encouraging the network to better verify facts. However, the problem is likely to remain relevant for a long time, as research is ongoing.

Despite these challenges, people continue to use neural networks and encounter difficulties. While the average user may not delve into the code, certain actions can improve AI outcomes.

**How to use neural networks to minimize hallucinations:**

**1. Be specific in your queries:** Avoid abstract tasks and provide clear, specific instructions. For example, instead of saying, "Write a text about fashion in 2023," say, "Write a text about fashion trends for the spring-fall season of 2023."

Paul McCartney reportedly used a method involving AI to collaborate on a song with John Lennon, who had long passed away. The same algorithm [**was applied**](https://www.cnet.com/tech/the-new-beatles-video-and-how-ai-is-helping-and-hindering-the-music-industry/) earlier in creating the documentary series "Get Back" about the legendary Beatles. Using neural networks with precise commands, they managed to separate Lennon's voice from the instrumental sounds.

**2. Provide more information:** Neural networks have vast knowledge from their training data, but understanding your request without context can be challenging. Explain your query in detail. For instance, if you expect a text about the Joker character in a Batman movie, specify that you mean "The Dark Knight" from 2008.

**3. Fact-check:** Verify the information provided by the neural network and point out errors if any.

For instance, in earlier versions of ChatGPT, it could be easily confused by questions containing deliberately unreal information:

<Img
img="/uploads/question_397bef3789.png"
alt="Neural network hallucinates, real example"
/>

The neural network confidently provides an answer even without understanding that a person cannot walk on water.

## Summary


Despite the high expectations for neural networks, they are far from perfect. Robots often make mistakes, providing incorrect information, generating strange images, misidentifying objects, and more. AI is also sometimes accused of discrimination and generating content that is not entirely original but slightly altered. In other words, they cannot operate without human supervision and corrections.

Hallucinations in neural networks occur due to the complexity of the system, the large volumes of data that need to be processed (and their insufficiency). The reasons behind decision-making are unclear, definitive answers are not always provided, and responses are often probabilistic. Additionally, neural networks are vulnerable to hacking, and they can sometimes go haywire due to frequent retraining.

To mitigate these issues, it is essential to provide clear and context-rich input to the neural network and always verify the results for accuracy.

**Facebook and other products by Meta are considered to be extremist and are forbidden in the Russian Federation.*

Neural networks may hallucinate, producing convincing but false outputs, raising concerns about the reliability of AI-generated information.

medium_neural networks.png

small_neural networks.png

thumbnail_neural networks.png

neural networks.png

Neural networks may hallucinate and produce convincing but false outputs. This leads to concerns about the reliability of AI-generated content.

Neural Network Hallucinations: Types, Causes, Mitigation

Neural Network Hallucinations: Types, Causes, and Mitigation

<Img
img="/uploads/brandbook_a6258239d4.png"
alt="Brand Book and Why Your Company Needs It"
/> 

A strong brand represents stability and consistent business revenue. To create one, it's essential to maintain a clear visual identity and messaging across all channels, allowing your audience to form a unified image of your company. This is where a brand book comes in. This document outlines all aspects of your brand, including its core values and visual identifiers.

A brand book is particularly crucial for larger companies with numerous employees and contractors, where the risk of inconsistencies is higher. In such cases, standardized guidelines for online and offline platforms, as well as communications, ensure a cohesive brand style.

In this article, we'll explain why a brand book is essential and what it includes, along with guidance on creating such a document.

## What is a brand book and why it is required 

A **brand book** is a document that describes the unique aspects of a brand, including its ideology, values, communication guidelines, and rules for visual presentation.

A **corporate brand** book serves as a guide for all employees and contractors involved in marketing communications in the public domain. Its primary purpose is to maintain a consistent brand image across all platforms, making it easily recognizable to the audience.

Often, people associate a brand book with a set of visual design rules, including guidelines for the logo, fonts, color usage, and so on. However, such a document is commonly referred to as a style guide, which is just one part of the broader brand book.

### Why a company needs a brand book

A brand book is a tool that standardizes a company's visual and textual communication, simplifying marketing management. Typically used by marketers, designers, and other employees who engage with the audience across online and offline platforms, a brand book streamlines and expedites work.

Additionally, a brand book proves handy for business expansion, such as opening new locations or franchises. With consistent rules in place, it becomes easier to manage even remote entities.

Another advantage of an official brand book is the expedited onboarding of new employees. They always have access to information about the company's mission, communication strategies, and visual identity.

## What's included in a brand book

A brand book typically contains the brand's philosophy, description of visual identifiers, and guidelines for using the corporate identity.

### Brand philosophy

In this section, the brand's mission, values, tone of voice, positioning, character, target audience, and brand history are described. This section reveals the brand's identity - the unique features that set the company apart from others.

<Img
img="/uploads/bb_image_1_f0935eefde.png"
alt="Brand mission from Unicef’s brand book"
src="Brand mission from Unicef’s brand book"
/>

### Visual attributes

This section covers the logo (all its versions) and other distinctive brand symbols, corporate colors, variations of the brand name, as well as specifying brand fonts and any patterns that the company uses.

<Img
img="/uploads/bb_image_2_48f41da472.png"
alt="Options to use American Red Cross logo"
src="Options to use American Red Cross logo"
/>

### Guidelines for working with the corporate identity

This is the most extensive section of the brand book (style guide), which provides detailed explanations on how to use the brand's visual elements across different mediums and resources. It outlines acceptable variations in color and shape for graphic elements, the design of marketing materials, documents, product packaging, stands, and more.

To precisely define the corporate identity, the brand book even regulates minor visual details, such as sizes, proportions, potential backgrounds, and the distance between the logo and other objects, e.g., clear space.

<Img
img="/uploads/bb_image_3_3f4f01cd60.png"
alt="Clear space of Adobe Photoshop logo described in its brand book"
src="Clear space of Adobe Photoshop logo described in its brand book"
/>

## How to use a brand book

A brand book is a practical tool. Work with this document step by step:

1. Identify the issue you need to address and choose the relevant section where a potential solution can be found. *For example, you might want to know if it's permissible to translate the logo into black and white colors.* 

2. Study the information in the document and take the necessary action — create a design, write content, or provide instructions to the responsible party. *In the brand book example, it allows for changing the color of the logo, but only within specific shades or hues.*

<Img
img="/uploads/bb_image_4_9706f928c1.png"
alt="Brand book of Scrimshaw permits to use certain color pattern for logo"
src="Options to use Scrimshaw logo colors permitted in its brand book"
/>

Once the task is completed, it's beneficial to cross-reference it with the document to avoid mistakes.

The use of a brand book is essential for:

- **designers:** they use it to create visual materials;
- **marketers:** it guides content and advertising development;
- **contractors:** when they need to align with the brand's style.

The document is also valuable for other employees who interact with clients because it's crucial for them to communicate in a way that aligns with the [**brand's values**](https://altcraft.com/about-company).

## How to make a brand book

Creating a brand book is a crucial task that involves brand managers, designers, and marketers (depending on the company's structure), or it can be outsourced to a specialized team.

The development of a brand book typically involves the following stages:

1. **Conduct research.** Start by researching your competitors to differentiate yourself. Understand their target audience, brand style, and unique features. 

2. **Define brand identity.** Clearly outline your brand's identity, including its mission, values, slogan, tone of voice, character, positioning, target audience (customer persona), and [**unique selling proposition**](https://altcraft.com/glossary/unique-selling-proposition-USP). This step establishes the brand's "essence" before moving on to its visual elements. It's a misconception that creating a logo and a visual style defines a brand; the brand's philosophy is essential. 

3. **Create and define brand elements.** Designers come into play here, working based on the brand's identity. This stage involves detailing all aspects of the brand's visual elements, such as the logo, colors, fonts, and other elements. It can be meticulous, specifying logo variations, colors, clear space (fixed distance from other objects), and minimum sizes. 

4. **Specify brand name usage.** Clearly outline how the brand name should be written, including format, size, whether quotes are needed, and whether it can be used in other languages. 

5. **Establish color schemes.** Set color schemes in various color models, including RGB, HEX, CMYK, and Pantone, for different applications, including digital and print media.

<Img
img="/uploads/bb_image_5_8c89fd4c35.png"
alt="Color breakdowns in brand book of American Red Cross"
src="Example of the color breakdowns of American Red Cross"
/>

6. **Select or develop fonts.** Choose or create the main font and any secondary fonts, specifying variations in style, size, font weight, alignment, and other parameters.

7. **Define document and brand presentation guidelines.** Outline rules for formatting documents and brand presentations to maintain consistency in visual style and content.

8. **Specify web element variations.** Provide variations of web elements like buttons, banners, and [**email signatures**](https://altcraft.com/blog/signature-in-emails). It's helpful to include visual representations of how these design elements should appear on both computer screens and smartphones.

9. **Show examples of offline materials.** Include examples of how the brand should be represented on offline materials such as business cards, banners, buildings, vehicles, and more.

<Img
img="/uploads/bb_image_6_74b1e555b6.png"
alt="Brand book of Hubspot gives the requirements concerning logo"
src="E.g., Hubspot provides requirements about how to use the logo in its brand book"
/>

10. Document Image Usage Rules: Detail guidelines for using graphics, photos, and patterns. 

<Note>
This description should be visual, clear, comprehensive, and easily understandable. A brand book can be formatted as a PDF document, a presentation, or hosted online on the brand's website; there are no strict criteria for the format.
</Note>

## Examples of companies’ brand books

The best brand guidelines are typically created by top-tier brands. Let's consider some examples.

### Google

<Gallery>
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original="/uploads/bb_image_7_78077bbabe.png"
thumbnail="/uploads/bb_image_7_78077bbabe.png"
/>
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original="/uploads/bb_image_8_e90f144a0f.png"
thumbnail="/uploads/bb_image_8_e90f144a0f.png"
/>
</Gallery>

[**The Google brand book**](https://gingersauce.co/brand-books/google-brand-book/) is entirely dedicated to the standards for using the logo. It provides concise and thesis-like information on all the characteristics and technical details of:

- the logo, icons, and their official variations:

<Gallery>
<GalleryItem
original="/uploads/bb_image_9_2c8d86f7c9.png"
thumbnail="/uploads/bb_image_9_2c8d86f7c9.png"
/>
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original="/uploads/bb_image_10_91efe062ee.png"
thumbnail="/uploads/bb_image_10_91efe062ee.png"
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original="/uploads/bb_image_11_36eed9cfca.png"
thumbnail="/uploads/bb_image_11_36eed9cfca.png"
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original="/uploads/bb_image_12_c11b486577.png"
thumbnail="/uploads/bb_image_12_c11b486577.png"
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original="/uploads/bb_image_13_26b2365b6f.png"
thumbnail="/uploads/bb_image_13_26b2365b6f.png"
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original="/uploads/bb_image_14_5bd134ba99.png"
thumbnail="/uploads/bb_image_14_5bd134ba99.png"
/>
</Gallery>

- proportions and dimensions of the logo, including the standard minimum size of the logo:

<Gallery>
<GalleryItem
original="/uploads/bb_image_15_f5a7609c34.png"
thumbnail="/uploads/bb_image_15_f5a7609c34.png"
/>
<GalleryItem
original="/uploads/bb_image_16_a1f37ee979.png"
thumbnail="/uploads/bb_image_16_a1f37ee979.png"
/>
<GalleryItem
original="/uploads/bb_image_17_1bb20e493e.png"
thumbnail="/uploads/bb_image_17_1bb20e493e.png"
/>
</Gallery>

- the wrong way of using the logo:

<Img
img="/uploads/bb_image_18_6706d12e6a.png"
alt=""
/>

- the brand’s official colors:

<Gallery>
<GalleryItem
original="/uploads/bb_image_19_d2ed973cb2.png"
thumbnail="/uploads/bb_image_19_d2ed973cb2.png"
/>
<GalleryItem
original="/uploads/bb_image_20_e1a1880fa8.png"
thumbnail="/uploads/bb_image_20_e1a1880fa8.png"
/>
</Gallery>

- and finally, fonts for the logo:

<Gallery>
<GalleryItem
original="/uploads/bb_image_21_c0129731a9.png"
thumbnail="/uploads/bb_image_21_c0129731a9.png"
/>
<GalleryItem
original="/uploads/bb_image_22_fcdc635833.png"
thumbnail="/uploads/bb_image_22_fcdc635833.png"
/>
<GalleryItem
original="/uploads/bb_image_23_804376cb30.png"
thumbnail="/uploads/bb_image_23_804376cb30.png"
/>
</Gallery>

### Tiffany & Co.

Tiffany & Co. has included nearly everything [**in its brand book**](https://ravinkhosravi.com/wp-content/uploads/2020/12/Tiffany-BrandBook.pdf), starting from the color scheme, logo and its usage, all the way to future plans and the portrait of the target audience.

<Gallery>
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original="/uploads/bb_image_24_d079caf848.png"
thumbnail="/uploads/bb_image_24_d079caf848.png"
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original="/uploads/bb_image_25_cfabe79f4e.png"
thumbnail="/uploads/bb_image_25_cfabe79f4e.png"
/>
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original="/uploads/bb_image_26_d7aac37434.png"
thumbnail="/uploads/bb_image_26_d7aac37434.png"
/>
</Gallery>

It's logical for a brand book to begin with the brand's history and mission. Of course, this would also include the iconic and legendary scene from the movie "Breakfast at Tiffany's" where Audrey Hepburn's character stands in front of the beloved jewelry boutique's window.

<Gallery>
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original="/uploads/bb_image_27_ab0c023b6e.png"
thumbnail="/uploads/bb_image_27_ab0c023b6e.png"
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original="/uploads/bb_image_28_b1193bb8ab.png"
thumbnail="/uploads/bb_image_28_b1193bb8ab.png"
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original="/uploads/bb_image_29_423349d36e.png"
thumbnail="/uploads/bb_image_29_423349d36e.png"
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</Gallery>

The brand book also describes the key directions that the brand adheres to in its development journey.

<Gallery>
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original="/uploads/bb_image_30_f17329bbf5.png"
thumbnail="/uploads/bb_image_30_f17329bbf5.png"
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original="/uploads/bb_image_31_ea5858cd8b.png"
thumbnail="/uploads/bb_image_31_ea5858cd8b.png"
/>
</Gallery>

The brand book also includes technical specifications of the logo, provides examples of incorrect logo usage and color combinations, presents the correct color scheme, and specifies "Baskerville Old Face" as the correct font.

<Gallery>
<GalleryItem
original="/uploads/bb_image_32_b53a49d0a2.png"
thumbnail="/uploads/bb_image_32_b53a49d0a2.png"
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original="/uploads/bb_image_33_e4866352c9.png"
thumbnail="/uploads/bb_image_33_e4866352c9.png"
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original="/uploads/bb_image_34_d17fa07579.png"
thumbnail="/uploads/bb_image_34_d17fa07579.png"
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original="/uploads/bb_image_35_5dae336e4d.png"
thumbnail="/uploads/bb_image_35_5dae336e4d.png"
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</Gallery>

A few words are mentioned about the products the company produces and how it expands its product line.

<Img
img="/uploads/bb_image_36_201134847c.png"
alt="Brand book page about products by Tiffany & Co."
/>

On today's date, many brands place a significant emphasis on the environment and nature conservation. Tiffany & Co. begins by describing the exceptional quality of the raw materials, such as diamonds, used in their jewelry. It then smoothly transitions from mining to environmental protection. The brand emphasizes that even their iconic blue boxes are turning green because they are made from recycled materials, and no forests are cut down for their production.

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original="/uploads/bb_image_39_0d88808892.png"
thumbnail="/uploads/bb_image_39_0d88808892.png"
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original="/uploads/bb_image_38_240af0c8cf.png"
thumbnail="/uploads/bb_image_38_240af0c8cf.png"
/>
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original="/uploads/bb_image_40_2448f45c07.png"
thumbnail="/uploads/bb_image_40_2448f45c07.png"
/>
</Gallery>


They also mentioned their own interactive application that allows users to try on jewelry in real-time. The brand book also describes the brand's online presence, including its presence on social media and collaborations with notable individuals.


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original="/uploads/bb_image_41_02d842044e.png"
thumbnail="/uploads/bb_image_41_02d842044e.png"
/>
<GalleryItem
original="/uploads/bb_image_42_3e375efb2a.png"
thumbnail="/uploads/bb_image_42_3e375efb2a.png"
/>
<GalleryItem
original="/uploads/bb_image_43_d326a4cbe6.png"
thumbnail="/uploads/bb_image_43_d326a4cbe6.png"
/>
<GalleryItem
original="/uploads/bb_image_44_4f491d18fc.png"
thumbnail="/uploads/bb_image_44_4f491d18fc.png"
/>
</Gallery>

### Skype

Skype's approach to presenting [**its brand book**](https://download.skype.com/share/blogskin/press/skype_brandbook.pdf) in a dialogue format is original. It allows the company to describe its philosophy through conversations, which can make the content more engaging and relatable to the reader. This approach can humanize the brand and create a more personal connection with its audience.

<Gallery>
<GalleryItem
original="/uploads/bb_image_45_5b0b0cc29e.png"
thumbnail="/uploads/bb_image_45_5b0b0cc29e.png"
/>
<GalleryItem
original="/uploads/bb_image_46_e4b57bc913.png"
thumbnail="/uploads/bb_image_46_e4b57bc913.png"
/>
</Gallery>


Using portraits of the target audience represented through characters and having them explain why they choose Skype is a creative and engaging way to connect with users. 

<Img
img="/uploads/bb_image_47_d8c2abb873.png"
alt="TA portrait in a brand book of Skype"
/>

Using dialogue bubbles in the brand book to represent the brand's color pattern is a clever and thematic way to reinforce Skype's philosophy of simple communication. It not only communicates the brand's identity but also visually aligns the brand book with Skype's mission and values.

<Img
img="/uploads/bb_image_48_acff7d131a.png"
alt="Color pattern in a brand book of Skype"
/>


### Audi

Audi's brand book, with its unique approach, compares the old and new styles of the brand. The document explains the reasons for the changes and demonstrates them visually. This type of brand book can be valuable in helping stakeholders and employees understand the brand's evolution and the rationale behind it.

<Gallery>
<GalleryItem
original="/uploads/bb_image_49_b3040e0a41.png"
thumbnail="/uploads/bb_image_49_b3040e0a41.png"
/>
<GalleryItem
original="/uploads/bb_image_50_41bacfb035.png"
thumbnail="/uploads/bb_image_50_41bacfb035.png"
/>
</Gallery>

The brand book showcases a simplified logo and changes in the brand's colors, which involve removing gradient variations.


<Gallery>
<GalleryItem
original="/uploads/bb_image_51_a86f9c81f3.png"
thumbnail="/uploads/bb_image_51_a86f9c81f3.png"
/>
<GalleryItem
original="/uploads/bb_image_52_7a3b519abb.png"
thumbnail="/uploads/bb_image_52_7a3b519abb.png"
/>
</Gallery>


Each value is described not only through text but also visually.

<Img
img="/uploads/bb_image_53_c890e96a8c.jpg"
alt="Description of values in Audi’s brand book"
/>

## Summary

A brand book is a document that describes the brand and compiles rules for working with its visual elements and communication. This document serves as a guide for employees and contractors such as marketers, designers, and new hires. The brand book's primary purpose is to maintain a consistent brand style across all platforms and media, creating a correct and recognizable image of the company in the eyes of the audience.

A brand book typically includes the brand's philosophy, visual identifiers, and guidelines for working with the corporate identity. It can be developed by an internal team or by external professionals.

A brand book is a guide that defines how a brand should look and communicate. It covers logos, colors, fonts, and messaging for brand consistency.

medium_brandbook.png

small_brandbook.png

thumbnail_brandbook.png

brandbook.png

Here are tips on how to create a brand book, and examples of how other companies do it.

Brand Book: What Is It & Why Your Company Needs It

What Is a Brand Book and Why Your Company Needs It

<Img
img="/uploads/markirovka_reklamy_7bbd95df05.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:

<Img
img="/uploads/"
alt="labeled ads advertising block on a media website"
/>


<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/vebinar_c8c0d097d5.png"
alt="A Webinar As a Marketing Tool"
/>

 According to statistics, [**20-40%**](https://abdalslam.com/webinar-statistics) of webinar participants become qualified leads – potential brand customers. Online events have long been working in marketing: they expand the audience and attract new buyers. Through webinars, not only do they educate users, but they also build marketing communications.


Online events have their advantages over offline meetings – they are accessible, require relatively small investments, and have the potential to reach thousands of people. Conducting an internet meeting does not require special technical skills, but preparation with a clear action plan is important.


In this article, we will explain what webinars are, the different types of webinars, and the advantages of this format. You will learn how to conduct an online meeting and choose the right platform.


## What is a webinar


A webinar is an online event conducted in real-time. Speakers present to an audience through a special window on the screen, while a presentation or screen demonstration is shown simultaneously. Other participants communicate through a chat, asking questions to the host or reacting to their words. Occasionally, webinar attendees are given access to participate in the broadcast.


Online webinars are used for education, promoting products, and business meetings. For marketers, this format provides an opportunity to gather contacts of potential clients, build trust with the audience, and share important information. Video webinars can reach anywhere from a few dozen to several thousand people.


## Classification of webinars 


Webinars are categorized by objectives, open or closed, the format of the speaker's communication with the audience, and price.


<Img
img="/uploads/image8_d03e0977ad.png"
alt="Types of webinars, classification"
/>

## Advantages of webinars


**Reaching a larger audience than offline.** For in-person events, participants spend time and money traveling to the venue. An online meeting covers a wide geography - a person anywhere in the world simply receives a webinar link at the scheduled time.


**Convenience and simplicity.** To participate in an online event, all you need is a smartphone or computer and headphones. Usually, no additional software installation is required because the webinar platform works in the browser. The participant of the online meeting stays at home and can listen to the speaker while doing other tasks.


**Interactivity.** During webinars, it is easy to engage with a group through questions, quizzes, surveys, and even organize games and pair work. An educational webinar is just as effective as an in-person meeting.


**Increasing the customer base.** When registering, usually, information such as email and phone number is requested. The user receives a confirmation email with a link to the meeting or [**a notification in messengers**](https://altcraft.com/blog/messenger-marketing). The contact will remain with the company even if the person did not attend the online event but automatically gave consent to receive email newsletters.


**Promoting products and services.** A webinar is a visual tool for presenting digital platforms, training programs, personal consultations, and more. The question-answer format increases the chances of making a sale because objections are immediately addressed, and trust is increased.


## How to get ready to the webinar: a step-by-step guide


**1. Define the purpose of the webinar and its position in** [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). Determine what result you want to get: to sell, to educate, to build loyalty and trust, to recruit an audience, to collect contacts of potential customers, and so on.



**2. Choose a topic and write a webinar script**, also prepare a presentation and additional materials to send to participants. Follow logic and consistency and don't make the online event too long. The optimal time is 60-90 minutes.


**Sample plan for a free webinar:**


- **Introduction and audience engagement:** Greet participants and perform a connectivity check. Ask a few questions to engage the audience and outline the sequence of topics.


- **Lecture with valuable content:** Deliver a presentation or lecture that provides useful information relevant to the webinar's theme.


- **Interactive session:** Engage participants through interactive elements. The speaker can ask questions to the audience related to the topic. This interactive block can be repeated multiple times during the webinar.


- **Product promotion within the context:** Showcase and promote your product or service within the context of the webinar's theme. Explain how it relates to the topic and its benefits.



- **Q&A session:** Allocate time to answer questions from participants. This allows for direct engagement and provides an opportunity to address any queries or concerns.


**3. Decide on the platform for conducting webinars.** The choice of platform will determine the format of the event. For example, some services offer interactive polls, while others provide only a chat function. At this stage, a moderator may be needed to address technical issues, assist participants, distribute materials, and more.



**4. Prepare technically.** Test the webinar platform, subscribe to the appropriate plan (if the service is paid), test headphones, microphone, camera functionality, and other technical aspects. It's advisable to conduct a rehearsal of the event with the moderator.



**5. Create a simple and clear registration form and set up reminders.** Having many registrations for a free webinar does not guarantee that all participants will join. Design reminder scenarios via email, SMS, or send notifications about the event's start through messaging apps to ensure that nobody forgets about the meeting.



**6. Conduct the live broadcast and** [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it) **something to the participants.** Consider how to continue communication with the audience after the webinar ends: send special offers, materials, request feedback, or follow-up. Some organizers send out recordings to their mailing list.

<Img
img="/uploads/image7_8e242f6207.png"
alt="Getting ready to the webinar"
/>

How to record a webinar: Many platforms have a built-in feature. Another option is to use third-party applications to record the screen and audio.

## How to draw attention to a webinar

**How to tell your audience about the online event:**

1. Post information about the webinar on the brand's social networks and partners.
2. Publish the news on the website.
3. Run targeted and/or contextual advertising.
4. Buy a post about the webinar (or repost) on blogs or bloggers.
5. Do an email newsletter to your contact base, or in messengers.
6. Spread the word about your webinar in the media.

## Webinar platforms: paid and free webinars 

Webinars have long been used in marketing and other areas, so there are enough paid and free services for online events on the market. Let's talk about some of them.
### [**ZOOM**](https://zoom.us/)

One of the most popular and well-known programs for online meetings is also used for conducting webinars. It features recording of the session, presentation and screen sharing, as well as a chat function.

The free plan is limited to 100 participants and 40 minutes, after which you need to recreate the online conference. The highest paid plan allows up to 1000 participants and 30 hours of usage, along with cloud storage.

Now, the platform has a separate service called ZOOM webinar, which offers interactive polls and quizzes. This service is available for a fee.

<Img
img="/uploads/zoom_adff8c2b05.jpg"
alt="Zoom Platform for conducting webinars"
/>

### [**Google meet**](https://meet.google.com/)

Google Meet is a simple unified service for online meetings with fast event creation and the ability to plan and integrate with your calendar. A webinar link can be generated with a single click. In the free version, up to 100 people can participate in an online meeting with a time limit of 60 minutes. Paid subscriptions increase the time limit to 24 hours, and up to 500 participants can attend the webinar.

Recording a webinar is only possible from a computer with a Google Workspace subscription. Additional bonuses include noise cancellation features on certain devices.

<Img
img="/uploads/Google_meet_d7e914d668.jpg"
alt="Google Meet Platform for conducting webinars"
/>

### [**YouTube Live**](https://www.youtube.com/live)

Live streams on YouTube are always free, but they lack the specialized webinar features such as polls and quizzes. However, they offer advantages such as unlimited participants, automatic recording that can be made private, screen sharing, and a chat function.

One downside is that verification is required before starting a live stream, so it is advisable to plan the webinar on YouTube in advance.

<Img
img="/uploads/image4_fe0fe3fc3f.png"
alt="YouTube Live Platform for conducting webinars"
/>

### [**GoTo**](https://www.goto.com/webinar)

GoTo is a leading platform for webinars and online meetings, offering a comprehensive set of features for seamless virtual collaboration. With GoToWebinar, users can easily schedule, host, and manage interactive webinars. It provides features such as customizable registration forms, engaging audience interaction tools like polls, surveys, and Q&A sessions, and robust analytics for tracking webinar performance. GoToMeeting offers powerful online meeting capabilities, including HD video conferencing, screen sharing, and collaborative tools like whiteboarding and file sharing. With its user-friendly interface and reliable performance, GoTo provides effective solutions for engaging webinars and productive online meetings.

<Img
img="/uploads/image1_1c9392bb7f.png"
alt="GoTo Platform for conducting webinars"
/>

### [**Webex Events**](https://www.webex.com/suite/webinar.html)

Webex Events is a feature-rich platform designed for hosting large-scale webinars and virtual events. It offers a wide range of interactive features, including customizable registration pages, audience engagement tools like polls, surveys, and Q&A sessions, and the ability to host events with up to tens of thousands of participants. Webex Events also provides robust content sharing capabilities, such as screen sharing, document sharing, and breakout rooms for interactive sessions. With its reliable performance and integration with other Cisco Webex tools, Webex Events offers a comprehensive solution for impactful and engaging online events.

<Img
img="/uploads/image5_75a2f9a838.png"
alt="Webex Events for conducting webinars"
/>

## Summary

Webinar is an online event with one or more speakers. Participants react to the speaker's presentation only with messages in the chat, less often they get access to the broadcast. The webinar window has features to add a presentation, screen sharing. Some platforms add interactivity through polls and quizzes.

Through webinars, brands expand their audience, attract new customers, and present their products and services. To prepare a webinar, you need to write a script, choose a platform and check its technical features. It is important to hold an online event with a moderator who will monitor the sound, the work of the platform, and help participants while the speaker continues the lecture.

When creating a webinar, you should at once think about its promotion through social networks, website, media, targeted or contextual advertising, and mailings.

A webinar is an online seminar for educational, promotional, training or whatever purposes where participants can join remotely to listen, interact, and learn.

medium_vebinar.png

small_vebinar.png

thumbnail_vebinar.png

vebinar.png

Discover how webinars can revolutionize your business by engaging and educating your audience, driving leads, and boosting your brand's visibility. 

A Webinar As a Marketing Tool, Its Types & Examples

A Webinar As a Marketing Tool

<Img
img="/uploads/videomarketing_c6632da9dd.png"
alt="Video Marketing for Brand Promotion: Best Examples"
/>


Video content is currently at the peak of its popularity and is projected to remain relevant for a long time. By 2023, [**the number of viewers**](https://storyxpress.co/blog/video-marketing-trends-in-2022/) of this format is expected to reach 3.5 billion. Horizontal and vertical videos have already been integrated into almost all marketing channels. The world's leading video platform, YouTube, [**attracts 2.5 billion monthly users**](https://thesocialshepherd.com/blog/youtube-statistics#:~:text=YouTube%20has%202.1%20billion%20monthly,some%20pretty%20impressive%20YouTube%20statistics!), while TikTok [**engages billions of users**](https://www.demandsage.com/tiktok-user-statistics/) every month.


In light of this, [**96% of marketers state**](https://dash.app/blog/video-marketing-statistics) that video is an important part of their marketing strategy. Brands incorporate video marketing into their promotion efforts to capture audience attention, showcase their products, and increase sales.


In this article, we will discuss the advantages of video promotion, explore different video formats, and showcase compelling case studies.


## Video marketing: notion


Video marketing is the use of video content to promote a brand across various communication channels, including social media, dedicated platforms, and advertising.


In 2023, video marketing primarily involves adapting video content for mobile formats, as [**75% of users**](https://personifycorp.com/blog/video-marketing-statistics-2023/) watch videos on their phones.


## Why businesses need video marketing


Video marketing is essential for businesses because it allows them to:


**Capture attention:** Video has a higher chance of engaging users compared to standard ads or text, taking marketing campaigns to a new level.


**Build trust and humanize the brand:** Video content resembles live communication, especially through live streaming where company representatives interact with the audience. Users trust the responses more when they see a real person rather than an avatar.


**Expand the audience:** Mass communication channels are investing in video formats to increase views and motivate users to create their own videos. Platforms also offer users content based on their interests, increasing the potential reach of your video.


**Facilitate sharing and increase brand exposure:** If users share your video, it will reach more potential customers. Video is everlasting content that promotes the brand itself.


**Improve website SEO optimization:** Having video marketing content on your website can positively impact search engine rankings, as user engagement and time spent on the webpage are considered ranking factors.


**Explain products or services:** Videos make it easier to visually and quickly explain even the most complex concepts. Some people immediately turn to YouTube for answers rather than Google.


**Boost sales:** Videos are effective at both the top and bottom of the sales funnel. They can introduce products to people for the first time through advertising or serve as the final step in the decision-making process after users have watched a product review and received an offer.
## Video marketing formats


<Table>
| Format | Description |
| ------ | ------ |
| Video banners | In advertising, a persuasive video with a text description at the bottom is added instead of a banner. Alternatively, the video becomes the sole creative element for the campaign. |
| Video ads inside other commercials | Video ads of a few seconds appear at the beginning or in the middle of other videos. |
| Brand videos | Videos on various topics that companies use in social media posts or on dedicated platforms for promotion. |
| Live broadcasts | Live streams with users – the boldest and most open format for engaging with the audience, as nothing can be edited during the broadcast. |
</Table>


### In terms of content, there are different types of videos:


**Branding and promotional videos** that showcase the company, its values, advantages, and directly or indirectly advertise its products.


**Educational videos** that provide instructions on how to use a product. These videos aim to inform rather than directly sell, allowing users to decide whether they want to make a purchase or not.


**Informative or expert videos** that address specific problems that can be solved using the brand's product. These marketing videos build trust and demonstrate the brand team's expertise in a particular field.


**User-generated videos**, which are created by users either voluntarily or as part of paid advertising. For example, a cosmetic review by a popular influencer can be useful for brand promotion.


## How to shoot a video for video marketing


Any video from a brand should be part of the marketing strategy because video marketing makes no sense if it's disconnected from business goals.


**Here's how to approach creating a marketing video:**


1. Set a goal that aligns with your overall marketing strategy. Determine the purpose of the video, whether it's to drive sales, expand the audience, and so on. Define metrics upfront to measure the video's success, such as the number of inquiries, views, shares, etc.



2. Decide which stage of the sales funnel the video is intended for: the initial stage for "cold" prospects, the consideration stage for comparing different options, or the decision stage after prospects have made a decision.



3. Choose the marketing platforms that are suitable for video distribution. Video marketing works well on social media platforms, through [**messenger apps**](https://altcraft.com/blog/messenger-marketing), and via email. Select platforms where your target audience is present.



4. Calculate the video budget, taking into account production costs, equipment, location fees, and any necessary professional services.



5. Write a script and provide detailed descriptions of the desired locations and props for the shoot.



6. Decide whether to hire a professional team or shoot the video in-house using your own resources.



7. Shoot and edit the video. With the right script and proper preparation, the filming process will go smoothly.


<Img
img="/uploads/photo_2023_07_10_16_08_14_0cb32591d9.jpg"
alt="How to prepare for shooting a video"
/>



## Examples of successful video marketing 


### Dove: Real Beauty Sketches


Dove's "Real Beauty Sketches" video campaign was a groundbreaking and powerful initiative that aimed to challenge society's perception of beauty. The campaign featured an experiment where a forensic sketch artist drew portraits of women based solely on their self-descriptions, as well as descriptions from strangers. The stark contrast between the two sketches highlighted how women often perceive themselves as less attractive than they actually are. The emotional and thought-provoking video aimed to promote self-acceptance and redefine beauty standards, resonating with millions of viewers worldwide. The campaign garnered widespread acclaim for its empowering message and successfully sparked conversations about body image and self-esteem.




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### Google Earth: Homeward Bound 


The Homeward Bound marketing campaign with Saroo video is a captivating and emotional promotional effort by Google Earth. The video follows the remarkable real-life journey of Saroo Brierley, who used Google Earth to find his way back home after being separated from his family at a young age. The campaign beautifully highlights the power and potential of Google Earth as a tool for reconnection and navigation. Through stunning visuals and Saroo's personal narrative, the video effectively conveys the message of hope, resilience, and the transformative impact technology can have on people's lives. It serves as a compelling testament to the capabilities and significance of Google Earth as a global mapping and exploration platform.




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### Budweiser: Some Waits For You At Home


The "Some Waits For You At Home" video campaign by Budweiser is a heartwarming and touching advertisement that resonates with viewers. The campaign focuses on the story of a dog who eagerly waits for its owner to return home after a long day at work. The video beautifully captures the unconditional love and loyalty between a pet and its human companion. With emotional music and cinematic storytelling, the campaign evokes a strong emotional response, emphasizing the importance of home and the joy of being reunited with loved ones. Budweiser effectively utilizes this emotional connection to highlight their brand as a symbol of relaxation, comfort, and cherished moments spent at home.



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### Always: Like A Girl


The "LikeAGirl" video campaign by Always is a powerful and thought-provoking initiative aimed at challenging gender stereotypes and empowering young girls. The campaign addresses the negative connotations associated with the phrase "like a girl" and aims to redefine it as a symbol of strength, confidence, and resilience. Through a series of interviews and demonstrations, the video showcases how society's perception of what it means to do things "like a girl" changes as children grow older. By highlighting the impact of stereotypes on girls' self-esteem, the campaign encourages viewers to reconsider their own biases and promote gender equality. It serves as an inspiring call-to-action to support and uplift girls, empowering them to embrace their abilities and rewrite societal narratives.



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## Summary


**Video marketing** is the use of videos in advertising campaigns to increase brand visibility. Videos capture users' attention, promote company products, and drive sales.


They can be used as advertising creatives or stand-alone content in brand's social media channels. There are various types of videos, including brand image videos, promotional videos, expert videos from the company, and user-generated videos where customers share their reviews or product testimonials.


Marketing videos are created in the context of the overall marketing strategy and support its goals. It is important to tailor the videos to the platform where they will be published to effectively reach the target audience.

Video marketing is a powerful tool that helps businesses attract attention, build trust, expand their audience, improve SEO, explain products, and drive sales.

medium_videomarketing.png

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Discover the power of video marketing to captivate audiences, boost brand visibility, and drive sales.

Video Marketing for Brand Promotion: Best Examples

Video Marketing for Brand Promotion: Examples of Best Practices

<Img 
img="/uploads/servisy_dlya_smm_i_contenta_959400d704.png"
alt="Services for SMM and content generation in social networks"
/> 


To reach a wider audience, brands utilize various marketing channels. Ignoring social media for promotion means missing out on a huge potential audience. In early 2023, 4.7 billion people were using them, and this number continues to grow.


That's why every ambitious marketing strategy includes a plan for SMM promotion. Managing social media requires time and sometimes specific skills (e.g., design).


Marketing automation comes to the rescue with services and applications for posting, text editing, image and video editing, competitor research, link management, and more. In this article, we will discuss useful tools that simplify social media management.


## Posting


### [**Hootsuite**](https://www.hootsuite.com/)


Hootsuite is a comprehensive social media management platform that offers a range of features and opportunities for businesses and individuals. With Hootsuite, you can schedule and publish posts across multiple social media channels, including Facebook*
, Twitter, Instagram*
, LinkedIn, and more. The platform allows you to monitor and engage with your audience, track social media analytics, and collaborate with team members. Hootsuite also offers content curation, social listening, and reporting capabilities, providing valuable insights to optimize your social media strategy. Its user-friendly interface and customizable dashboards make it a popular choice for effectively managing and growing your social media presence.


<Img
img="/uploads/image7_1ab7306143.png"
alt="SMM platform for scheduling & automatic posting, tracking analytics - Hootsuite"
/>


### [**SocialPilot**](https://www.socialpilot.co/)


SocialPilot is a comprehensive social media management tool that enables users to schedule, analyze, and manage their social media presence. The platform offers advanced features such as content curation, bulk scheduling, and RSS feed integration, allowing you to efficiently manage and automate your social media campaigns. SocialPilot also provides detailed analytics and performance reports, enabling you to track the success of your social media efforts and make data-driven decisions. Additionally, the service offers team collaboration features, making it convenient for businesses and agencies to work together on social media marketing initiatives.


<Img
img="/uploads/image21_9485a321e9.png"
alt=Managing & automating social media campaigns, gathering detailed analytical reports with SocialPilot""
/>


## Texts


### [**LanguageTool**](https://languagetool.org/)


LanguageTool is a powerful online proofreading tool that helps users improve their writing by identifying and correcting grammar, spelling, and punctuation errors. It offers suggestions and explanations for each mistake, enabling users to enhance the overall quality and clarity of their text.

<Img
img="/uploads/image25_237c11e220.png"
alt="Proofreading tool for checking texts in many languages - LanguageTool"
/>

LanguageTool supports a wide range of languages, including English, Spanish, French, German, Italian, Portuguese, Russian, and many more. It provides grammar and spelling checks for various language pairs, making it a versatile tool for multilingual users.


### [**Grammarly**](https://www.grammarly.com/grammar-check)

Grammarly is a comprehensive check-writing service that helps users improve their writing skills. It offers grammar and spelling corrections, as well as suggestions for style and clarity enhancements. With its user-friendly interface and integration across various platforms, Grammarly is a valuable tool for enhancing the overall quality of written content.

<Img
img="/uploads/image22_cb2463b6ca.png"
alt="Check-writing service for improving writing skills - Grammarly"
/>

### [**Hemingway Editor**](https://hemingwayapp.com/)

Hemingway Editor is a writing tool designed to improve the readability and clarity of your text. It highlights complex sentences, excessive adverbs, passive voice, and other areas that may hinder readability. It provides a readability score, suggests alternative word choices, and offers a distraction-free writing environment. Hemingway Editor helps writers create concise, compelling content that effectively communicates their message to readers.


<Img
img="/uploads/image19_63fbaf5c2c.png"
alt="Tool for improving readability and clarity of texts - Hemingway Editor"
/>


## Images & Video
### [**Visme**](https://www.visme.co/)


Visme is a powerful visual content creation tool that allows users to easily design and customize presentations, infographics, reports, and more. With a drag-and-drop interface and a vast library of templates, images, and icons, users can create stunning visual content without any design experience. 


<Img
img="/uploads/Visme_695bc0e1cd.jpg"
alt="Visual content creation tool - Visme"
/> 



Visme also offers features like data visualization, interactivity, and collaboration, making it a versatile platform for creating engaging and impactful visual content. A simplified free or an extended paid option is available. 


<Img
img="/uploads/Shablony_Visme_8d3b9f21b6.jpg"
alt="Templates in Visme"
/>



### [**Desygner**](https://desygner.com/)


Desygner is a user-friendly graphic design platform that offers a wide range of features and options for creating stunning visuals. With Desygner, users can access a vast library of customizable templates, graphics, and fonts, making it easy to design professional-looking graphics, social media posts, presentations, and more. The platform also provides collaboration and sharing capabilities, allowing users to work together on projects and easily share their designs across various channels.

<Img
img="/uploads/image6_06862c227e.png"
alt="graphic design platform - Desygner"
/>

### [**PicsArt**](https://picsart.com)

PicsArt is a versatile photo editing and design app and online service that offers a plethora of creative features and options. It boasts a rich collection of graphics elements and provides tools for drawing, background manipulation, element erasing, and even an AI generator. With PicsArt, users can unleash their creativity and enhance their photos with professional-level editing capabilities.

<Img
img="/uploads/photo_2023_06_27_10_52_29_f0763ef39c.jpg"
alt="Photo editing and design app - PicsArt"
/>

### [**Media.io**](https://www.media.io/)

Media.io is a simple online video editor that eliminates the need for installing software on your computer. It offers basic editing functions such as trimming, converting, resizing, and color correction. The platform provides a library of transitions, effects, and music, and it can even generate automatic subtitles using AI technology. With media.io, users can easily edit and enhance their videos without the hassle of complex software installations.

<Img
img="/uploads/image5_548b4a49ec.jpg"
alt="Online video editor - Media.io"
/>

### [**Murf.AI**](https://murf.ai/)

Murf.ai is a versatile text-to-voice conversion service available in multiple languages. It offers a wide range of voice options and accents, allowing you to customize the output to suit your preferences. The service provides a simple and user-friendly interface for converting text into high-quality voice recordings. Murf.ai supports various payment options and offers flexible pricing plans based on usage, ensuring accessibility for different users. Whether you need voiceovers for videos, audiobooks, or other applications, Murf.ai provides a convenient and efficient solution for converting text into lifelike speech.


<Img
img="/uploads/Murf_AI_dae717fd05.jpg"
alt="Tool for text-to-voice conversion Murf.AI"
/> 


### [**Meme Generator**](https://imgflip.com/memegenerator)


Meme Generator is a platform that gathers popular memes in one place. Users can easily replace the original text on templates with their own. It allows brands to quickly customize memes to their liking without the need for a designer.


<Img
img="/uploads/image13_82a948ace2.png"
alt="Service for marketers & designers Meme Generator"
/>

## Analytics and ideation

### [**Google Trends**](https://trends.google.com/)

Google Trends is a service that shows how many times users have searched for a specific topic over a given period. It also provides the context in which the search terms are used. This serves as a valuable source for content ideas and assessing their popularity. With this information, the development of a marketing strategy becomes easier.


<Img
img="/uploads/image4_8ad880c947.png"
alt="Service for developing marketing strategy Google Trends 1"
/>

<Img
img="/uploads/image12_79c91d3baf.png"
alt="Service for developing marketing strategy Google Trends 2"
/>

### [**Popsters**](https://popsters.com/)

Popsters is a service that analyzes the popularity of social media posts and identifies the most successful ones. It also compares the publications of different companies, displaying the content type, text that yielded the best results, and the time when posts gained high reach. Popsters is useful for testing hypotheses, finding the best formats, and tracking competitors' social media activities.

<Img
img="/uploads/image11_5e549e51d4.png"
alt="Service for analysis of popularity of social media posts - Popsters"
/>

### [**Brand24**](https://brand24.com/)

Brand24 is a service that finds mentions of your brand and evaluates the sentiment of comments across marketing channels, including posts in [**social media**](https://altcraft.com/blog/messenger-marketing), videos, podcasts, and forums. It covers 25 million resources in real-time, allowing you to promptly respond to negativity and analyze audience queries.


<Img
img="/uploads/Brand24_636ea7ad00.jpg"
alt="service that finds mentions of your brand & evaluates it - Brand24"
/> 

## Mass mailing
For mass messaging in social networks, internal mailing services and tools that support omnichannel marketing are used. 

For Telegram messaging, [**BotHelp**](https://bothelp.io/telegram), a chatbot builder for distribution, is commonly used to automate contact collection, customer communication, and sales funnels. 

<Img
img="/uploads/image10_653269caf8.png"
alt="Chatbot builder for Telegram messaging - BotHelp"
/>

[**Altcraft Platform**](https://altcraft.com/en), a marketing automation tool, combines social media, messengers, and mobile app messaging in one interface. It utilizes a [**client database**](https://altcraft.com/glossary/everything-about-the-customer-database) with user data from various sources, making it easy to customize offer personalization. 

The Altcraft team continuously integrates new marketing channels to reach a broader brand audience.
<Img
img="/uploads/image14_695f3b0960.png"
alt="Subscription channels within Altcraft CDP"
/>

## Work with links

### UTM tag generators 

[**Tilda's UTM tag generator**](https://tilda.cc/utm/) inserts dynamic tags that can change values and automatically corrects errors by removing duplicates and invalid characters. This service simplifies the process of creating accurate UTM tags for tracking and analyzing marketing campaigns.

<Img
img="/uploads/image24_d908b0c55c.png"
alt="Tilda's UTM tag generator"
/>

[**UTM.io**](https://web.utm.io/) is a powerful UTM tag management platform that simplifies the process of creating, organizing, and tracking UTM tags. It offers a user-friendly interface, advanced features like dynamic parameters and error correction, and seamless integration with popular marketing tools. With UTM.io, businesses can efficiently track their marketing campaigns, gain valuable insights, and optimize their marketing strategies for better results.

<Img
img="/uploads/image16_ff3b38b985.png"
alt="UTM tag management platform - UTM.io"
/>

### URL shortening

[**Ow.ly**](https://www.hootsuite.com/pages/owly) is a URL shortening service that allows you to transform long URLs into shorter ones. It is commonly used in conjunction with social media platforms, as it provides analytics and click-tracking features to monitor the performance of shared links. Ow.ly is known for its simplicity and ease of use, making it a popular choice for those looking to streamline their link-sharing process.

<Img
img="/uploads/image9_65b07eab97.png"
alt="Simple & easy to use URL shortener Owly"
/>

[**TinyURL**](https://tinyurl.com/app) is a widely recognized URL shortening service that condenses long web addresses into shorter and more manageable links. With its straightforward interface, users can quickly generate compact URLs to share across various platforms, such as social media, email, or messaging apps. TinyURL also offers the option to customize shortened links for a more personalized touch.

## Contests

### [**Random.org**](https://www.random.org/)
[**Random.org**](https://www.random.org/) is a reliable and widely-used service for generating random numbers and conducting fair draws. It utilizes atmospheric noise to generate truly random results, ensuring fairness in selecting winners for contests, giveaways, and other random events. With its easy-to-use interface and transparent methodology, Random.org is a trusted choice for those seeking true randomness in their selection process.

<Img
img="/uploads/image3_fe5468d1cc.png"
alt="Service for generating random numbers - Random.org"
/>

### [**Gleam.io**](https://gleam.io/)
[**Gleam.io**](https://gleam.io/) is a comprehensive platform for running contests, giveaways, and promotional campaigns. It offers a wide range of features including social media integrations, multiple entry methods, customizable entry forms, and fraud protection. With built-in analytics and reporting, Gleam.io provides valuable insights into campaign performance, audience engagement, and conversion tracking. Its user-friendly interface and powerful features make it a popular choice for businesses looking to drive customer engagement and growth.

<Img
img="/uploads/image18_7e3e88348a.png"
alt="Platform for running contests, giveaways & promotional campaigns Gleam.io"
/>

## Conclusion


Services for SMM and content generation in social networks:


- Posting automation: [**Hootsuite**](https://www.hootsuite.com/), [**SocialPilot**](https://www.socialpilot.co/).


- Proofreading and checking the texts and styles: [**LanguageTool**](https://languagetool.org/), [**Grammarly**](https://www.grammarly.com/grammar-check), [**Hemingway Editor**](https://hemingwayapp.com/).


- Search for images, create or edit them: [**Meme Generator**](https://imgflip.com/memegenerator), [**Visme**](https://www.visme.co/), [**Desygner**](https://desygner.com/) or [**PicsArt**](https://picsart.com).


- Online video editing: [**Media.io**](https://www.media.io/).


- Voiceover: [**Murf.AI**](https://murf.ai/). 


- Ideation and analysis: [**Google Trends**](https://trends.google.com/), [**Popsters**](https://popsters.com/). 


- Tracking brand mentions: [**Brand24**](https://brand24.com/). 


- UTM tag generators: [**Tilda**](https://tilda.cc/utm/)’ s service or [**UTM.io**](https://web.utm.io/).


- URL shorteners: [**Ow.ly**](https://www.hootsuite.com/pages/owly), [**TinyURL**](https://tinyurl.com/app).


- Randomizers for running contests:[**Random.org**](https://www.random.org/), [**Gleam.io**](https://gleam.io/).


- Mass mailing in Telegram: [**BotHelp**](https://bothelp.io/telegram). Sending messages to social networks, messengers, and applications from a unified window is possible through [**Altcraft Platform**](https://altcraft.com/en), a marketing automation service.

*Meta and its services are considered as extremist in Russian Federation

There are services available for SMM and content generation in social networks that offer comprehensive solutions for managing and creating engaging content.

medium_image2.png

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image2.png

Embrace marketing automation tools that streamline social media management, from posting and editing to competitor analysis and link optimization.

Services for SMM and Content Generation in Social Networks

<Img
img="/uploads/marketing_pri_spade_3b6668707a.png"
alt="Managing Marketing During a Downturn: 7 Fundamental Rules"
/>


The business world is constantly in flux: conditions change, exchange rates fluctuate, and the political situation shifts. The economic system itself is cyclical, with periods of growth periodically giving way to recession, resulting in decreased production levels and reduced income.


Businesses must react to these changes in order to stay afloat. During times of crisis, companies often cut their marketing budgets, but the effectiveness of such actions is questionable.


Let's examine how to manage marketing during a downturn to maintain a steady flow of customers and high sales levels.


## 7 rules for dealing with marketing during a slump


In any crisis, the main task of marketers is to continue taking action and exploring new opportunities. To begin with, conduct a comprehensive audit of your current strategy, communication channels, advertising campaigns, marketing tools, and so on. Then, follow the rules of crisis marketing.


### Do not cut advertising budgets


Reducing marketing expenses may seem like a logical step during a downturn. However, this approach is flawed. If you reduce or completely eliminate advertising expenses, lead generation will come to a halt. Existing customers may continue making purchases. But if they leave due to the crisis (income reductions or other reasons), it will be difficult to replace them without advertising.


Restarting marketing campaigns after a break can also be challenging. When a brand stops advertising, competitors quickly capture the audience's attention. 


Moreover, cutting back on marketing will lead to even greater uncertainty. When advertising consistently works, a business can forecast sales volume and revenue. If marketing campaigns are turned off, it becomes impossible to predict how many customers will make purchases in the next month. Therefore, consistent promotion is the path to maintaining a stable market position.


### Eliminate non-performing marketing channels


If you still need to reduce your advertising budget, analyze the effectiveness of customer acquisition channels. Keep and strengthen (with budget and content) the ones that bring in quality leads and revenue. Stop funding or minimize expenses on channels that generate few customers but come at a high cost.


If your company uses omnichannel marketing, pay attention to [**attribution models**](https://altcraft.com/blog/marketing-attribution-models). A detailed analysis of the channels will indicate which ones have a greater impact on conversions. It's worth investing money and directing marketers' efforts there.


*For example, if you allocate budgets to contextual advertising but it only brings in 5% of customers with low average order value, while social media targeted advertising brings in 45% of customers, it would be logical to strengthen targeted advertising and possibly pause contextual advertising during the crisis.*




### Work with existing customers

During a crisis, loyal customers who are committed to your brand become the backbone of your business. Analyze customer lifetime value (LTV) and identify customers who bring in higher profits. Focus on retaining them by incorporating special purchase conditions and [**loyalty programs**](https://altcraft.com/blog/customer-loyalty-program) into your marketing strategy. If lowering prices and offering significant discounts is not feasible, allocate resources to communication and building strong relationships with your audience.


It's important for a brand to remind itself and pay attention to customer needs. Choose marketing channels that are convenient for them and provide personalized product recommendations based on their interests and previous purchases.


Use omnichannel marketing. Send [**email newsletters**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they) to customers to congratulate them on holidays, use [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) to update them on deliveries, send SMS messages or [**messages through messaging apps**](https://altcraft.com/blog/messenger-marketing) to inform them about ongoing promotions, and so on.





<Img
img="/uploads/image2_6a8789e939.png"
alt="An example of a greeting email newsletter for the customers"
src="An example of a greeting email newsletter for the customers"
/>


Customers should feel cared for and receive information in a timely manner. In return, loyalty, consistent revenue, and resilience during a downturn await you.


### Seeking new directions and audiences


It may seem that a crisis is not the time to launch something new, but that's not the case. It is precisely in challenging conditions that you should "look" in a different direction and find audiences that your brand has not yet reached.


Conduct research and analyze customer data and their orders collected by your [**CDP**](https://altcraft.com/blog/cdp-in-the-world-without-cookies). There may be customers who have approached you but did not make a purchase because they were not informed about the benefits and value of the product. These people are a "warm" audience that was ready to buy but was not properly addressed.


Review your advertising campaigns, product descriptions, and content to meet the needs of such an audience.


*Suppose, you sell a food photography course, but it’s only for beginners. Then professional photographers may have approached you, who are interested in the topic but don't need the basics you provide in the course. By creating similar training for advanced photographers, there is a chance to attract a new audience.*


The needs of existing customers can also change during a crisis. Therefore, companies need to constantly analyze the moods of their audience and adapt accordingly.


*For example, if design and uniqueness were particularly important to customers of a furniture store in the past, now the focus may be on practicality and durability. During a crisis, people tend to save money and are not willing to buy new furniture in a couple of years. The new marketing campaign should reflect such a demand.*






**How else to find a new audience:**


- Explore potential customers in other cities and even countries, especially if you have an online product that is not location-dependent.





- Win back "inactive" customers who have stopped buying from you. For example, send a series of [**reactivation emails**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) through email marketing services. Remind them about your brand or make a special offer that motivates customers to come back.


<Img
img="/uploads/image3_31c5af1b17.png"
alt="An example of a reactivation email from H&M"
src="An example of a reactivation email from H&M"
/>


### Change positioning


Shifting your brand to a different price segment or simply reevaluating your values and unique selling propositions (USPs) is one way for a company to maintain stable positions and even soar. A new direction may prove to be more in demand.


During an economic downturn, people become more frugal and try to spend less money on non-essential items. They also scrutinize the utility of your product in detail. Sometimes companies need to change their price segment to align with new customer needs.


Luxury brands suffer the most during a crisis. The audience's focus shifts towards real value rather than prestige, making it more challenging to sell luxury products. In such cases, repositioning your brand to a more budget-friendly segment can help maintain sales and even expand your audience.


### Maintain prices


Price increases are a common occurrence during any crisis. However, people still react negatively to it and perceive businesses as taking advantage of the situation and profiting from customers. Try not to immediately raise prices, but instead find alternative solutions, such as reducing bonuses in loyalty programs or decreasing discounts. When prices change abruptly, some customers may simply leave in search of a more favorable [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it).


If price increases are inevitable, try to implement them gradually and justify why they are happening. A proper marketing campaign can explain that prices are influenced by rising costs, higher material procurement expenses, changes in logistics, and so on. During a downturn, transparency in communication and openness are crucial.


### Working on online reputation


During a crisis and budget cuts, customer service and content quality often suffer. When there's only one social media manager left instead of a whole team, it's unrealistic to expect them to respond quickly to comments. Staff reductions result in longer response times to customer inquiries, which is detrimental to loyalty, reputation, and sales.


One unanswered negative comment can snowball and harm the brand's image. During a crisis, audiences are more critical of brands, so it's crucial to respond promptly to feedback and address any issues. Otherwise, reputation repair will take more time and resources. Therefore, it's important to keep communication channels under control.



<Img
img="/uploads/image1_ed0d6f9c03.png"
alt="Work with reputation on Internet answering the review"
src="Work with reputation on Internet answering the review"
/>


## Summary


Economic crises are a normal occurrence, so businesses need to be able to quickly change strategies and adapt. It is a mistake to cut advertising budgets first, as it will halt the flow of new customers. Instead, evaluate the effectiveness of different customer acquisition channels in terms of leads generated, eliminate unnecessary ones, and allocate budget and resources to the ones that work.


Additionally, during a downturn, focus on existing customers by engaging with them and demonstrating care. Offer personalized service and products through email marketing, push notifications, SMS, and other communication tools. Utilize multiple channels to ensure accurate delivery of information to the customer.


Do not halt marketing efforts, but instead, seek out new audiences, change product positioning, and even consider adjusting price segments. Deal with negative feedback promptly by responding to customer comments and always provide explanations for price increases.

During a downturn, focus on existing customers and demonstrate your care. Also, don’t cut advertising budgets, as it will halt the flow of new customers.

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Want to find out how to work with clients & what to do with advertising budgets during a slump?

Managing Marketing During a Downturn: 7 Fundamental Rules

<Img
img="/uploads/storytelling_fbfef55813.png"
alt="Let the Client Feel Like a Hero: How Storytelling Works"
/>

Many people wonder: how do stories work in marketing? What is the secret of effective selling storytelling? When the messages embedded in a selling story align with the customers' values, such storytelling boosts sales. 

## Advantages of storytelling

Stories are the oldest tool of communication, dating back to the oldest cave drawings 44,000 years ago. Our ancestors used stories to share and preserve their history, etching them onto durable stones. Marketing has taken up storytelling because of its unique ability: tales transport people away from ordinary reality, capturing attention and igniting dreams and desires.

Additionally, storytelling:

- **Increases brand recognition**

Bright stories become strongly associated with the storyteller. Storytelling works in various formats such as advertisements, videos, social media posts, and emails. Scientifically, [**it has been proven**](https://www.tandfonline.com/doi/abs/10.1080/02650487.2014.994803) that storytelling increases brand recognition regardless of the presentation format. One prominent example is [**Super Bowl**](https://www.mailjet.com/blog/email-best-practices/super-bowl-email-marketing/) commercials. Thousands of people remember this story, they laugh and cry, and are inspired by the main character's actions. This is precisely how stories work, by impacting people's emotional perception.

- **Builds trust between the company and the customer**

A good presentation adds credibility to the company: it appears more reliable, and the product seems of higher quality. It's no wonder that government organizations conduct extensive research on the impact of storytelling on consumers. Politicians and public figures deliver speeches with elements of storytelling from high platforms to influence entire nations.

Since storytelling is effective in such matters, achieving marketing conversion becomes an even less challenging task. Standard objectives that marketers work on (such as guiding customers towards a purchase, motivating them to subscribe to a newsletter, or encouraging them to download [**a lead magnet**](https://altcraft.com/blog/what-is-a-lead-magnet)) can be achieved more quickly with the help of stories.


- **Establishes an emotional connection**

Harvard scientists have discovered that an emotional connection with a customer is more valuable than their satisfaction from a previous purchase. According to Gerald Zaltman, a professor at Harvard Business School, the majority of purchasing decisions (around 95%) are made at a subconscious level, driven by emotions.

Marketing tools often rely on emotions, and storytelling is designed to evoke them. In their work, marketers study the "pain points" and needs of their target audience, as well as their motivations and aspirations, all of which are emotionally charged factors.

This applies not only to commercial organizations but also to charity foundations and non-profit enterprises, which actively utilize emotionally driven narratives to draw attention to their goals. An example is [**the video campaign by Greenpeace International**](https://www.youtube.com/watch?v=TQQXstNh45g&embeds_origin=https%3A%2F%2Fwww.mailjet.com&feature=emb_imp_woyt).

- **Stimulates social media activity and SEO**

An emotional response is highly motivating for readers to like a post or share it on social media. High-quality backlinks for better search engine indexing often come from social media platforms.

There is nothing better than telling a compelling story. If it is captivating, it will be passed from person to person. There was a time when stories were primarily transmitted through word of mouth. Today, we simply click the "Share" button or share a link to a publication.

Digital marketers release annual digests, informing us about the latest trends in content marketing, publishing rankings of the most popular engagement methods, and devising new optimization strategies. However, in reality, it is storytelling that delivers the best results.

- **Adds authenticity to the brand**

Mere claims from company representatives about the unique features of their products no longer attract anyone. You can talk endlessly about the functions and benefits of a product, but without evidence, it will remain mere boasting. Storytelling, especially when based on real advantages of a product or service, sounds trustworthy.

In the promotion of products, authenticity in storytelling is achieved by avoiding jargon and profanity while expressing genuine empathy towards potential customers. By doing so, a company demonstrates that it understands the feelings and experiences of the customer and the journey they may have gone through.

## The customer has their own hero's journey

There is only one type of story that doesn't work, where the company is the protagonist of the narrative. Good stories put the customer as the main hero.

Almost everyone knows someone, a relative or acquaintance, who can talk endlessly about themselves. At what point does your patience run out? The patience of an audience is even more fragile. If a company constantly brags about itself, people won't want to listen. Effective marketing storytelling is distinguished by making the customer the main character, and the journey they go through becomes their hero's journey.

The "Hero's Journey" storytelling formula was invented by the renowned professor Joseph Campbell. The story originates from Greek mythology and continues in the legends of Native Americans. Similar motifs are present in the works of Tolkien, Marvel films, and Pixar movies.

What unites all these events? The hero's journey.
## What the hero's journey is

The main protagonist embarks on a great journey: they leave home and venture into adventures, overcome challenges, find loyal companions, and defeat enemies. Having achieved their goal, the hero acquires a valuable reward and returns home. Have you heard this a hundred times? Indeed, the story sounds very simple and familiar. These qualities are precisely what is needed in marketing storytelling.

### The character development can be summarized in the following steps:

- The hero lives an ordinary life, but is called to venture out of their comfort zone.


- The hero receives a call to embark on a journey.


- Initially, the hero refuses to join the journey.


- The hero's familiar world starts to crumble.


- The hero encounters a mentor: someone older and wiser who compels the hero to follow them.


- The hero gains allies, acquiring friends and enemies.


- During the journey, the hero experiences a loss that challenges the success of the entire operation.


- The hero overcomes a significant trial and emerges victorious.


- The hero is rewarded for their deeds.


- The hero returns home with triumph, transformed into a different person.

This framework should be applied to your stories. To make the story engaging, it is important to listen to what is being said within your company about your customers.

Visualizing the customer experience can be facilitated by creating a detailed profile of the target audience and developing a customer journey map. You will be surprised to discover clear parallels between the hero's journey and the journey of your typical customer.
## Examples of using storytelling in marketing

Here are five examples of well-known global advertising campaigns that used storytelling:
### Year 1984. Apple

39 years ago, Apple showcased the hero's journey in a one-minute TV commercial. The Super Bowl advertisement became a true sensation. The plot unfolds in a dystopian reality where a leader "indoctrinates" the audience from large screens. It bears a striking resemblance to the events described in George Orwell's novel "1984".

The main character is a young woman in sports attire who is being pursued. She hurls a hammer in one of the screens, causing it to explode. A voiceover announces the release of *Macintosh*.

Even if you caught only the end of the story, your imagination fills in the gaps, and tells you what happens in the commercial. You experience the story through yourself, understanding the hero as if you know her backstory and what she's risking it all for. Then *Apple* declares that everything will soon change: the world will no longer be the same.

<Img
img="/uploads/image2_1ad95cbf44.jpg"
alt="Apple"
/>

*Apple* has always cared about individuality in the world. The company stands against the monotonous dependence on computers. It conveys to the audience the value of standing out, being brighter, and shining. This message is still evident in their advertising campaigns up to nowadays.

### Patagonia

Customers of [**the outdoor gear brand Patagonia**](https://www.patagonia.com/stories/) become the heroes of the company's blog. The blog revolves around the slogan: "Stories to get you out there"

Each blog post is dedicated to describing the adventures of ordinary people who do extraordinary things for the sake of environmental conservation or seeking a simple dose of adrenaline. The stories are written in an accessible language and do not contain a direct call to purchase a specific product. Farmers fighting against chemicals, mountain travelers, and those who clean up the coast of Chile from trash – all of them wear clothing with *Patagonia* logo.

The company itself is rarely mentioned in the stories, nor are its products. The effectiveness is achieved by establishing an emotional connection with consumers. The stories captivate the viewers, making them think, "They are ordinary people, just like me, and they wear such clothing."

### Square

*Square* is a video tool for creating videos. The platform itself is promoted through storytelling. Square's marketers launched a film series called "For any dream," which showcases the development of small businesses and the entrepreneurs behind them.

The storytelling often begins with the story of an ordinary person who has a dream. You won't find any mentions of *Square*'s products or colorful descriptions of how the platform specifically helped a particular business thrive. The videos are entirely dedicated to the real heroes – those individuals who have overcome all challenges and brought their dreams to life.

### Year 1981. Lego
And again the 80s: it was then that *Lego* launched an advertising campaign based on photographs of children with *Lego* brick toys. Although the focus was on children, this ad was aimed at parents. It made them think about how to raise a curious and creative child. The company didn't stop there.


<Img
img="/uploads/image6_f877e3f279.png"
alt="Lego"
/>

Later on, an advertising campaign with the slogan [**"Never stop playing"**](https://www.lego.com/en-us/rebuild-the-world/never-stop-playing?icmp=LP-SHMBS-Standard-90th_Anniversary_MB_small_Never_stop_playing-OC-NO-SYSIW0UKTU) emerged. In the videos, teenagers and adults showcased their talents. This created a complete cycle of the hero's journey, emphasizing how Lego contributes to the development of skills and abilities, and how it ultimately impacts people's lives and careers.

### Salesforce and Trailhead

Educational platforms are an excellent way to take on the role of a mentor for followers. *Salesforce* offers the hero educational content [**at the center of Trailhead**](https://trailhead.salesforce.com/en) to "prepare customers for the future." The company's marketers understand that the more people learn to work with the platform, the more likely enterprise professionals will prefer it.

To kick-start the journey on the *Trailhead* homepage, there is a description of the reward the hero will receive upon completing the journey and acquiring *Salesforce* knowledge. The customer only needs to choose a profession to study and embark on the "trail".

## How to use storytelling in email marketing


It's very convenient to tell stories in email. Storytelling in [**email campaigns**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they) is effective because they have unique qualities: relevant information comes to the right person via email at the most suitable time. Thus, the recipient (your current or potential customer) becomes the hero of the story, and the moment they receive the email coincides with the time the hero's journey begins.

## Types of emails suitable for storytelling

- **Welcome emails**

Many journeys start with receiving a letter. Harry Potter was handed a Hogwarts invitation letter. Princess Leia from "Star Wars" placed a hologram in a droid's memory with a plea for help.

Come up with such a welcome letter that will lure the recipient to go on a long journey with your company. Put the customer at the center of your world, let them become the hero.

The success of a welcome email depends on whether or not you establish a trusting relationship with the customer, or end up in their spam folder.

 

<Img
img="/uploads/photo_2023_05_11_10_10_12_086e7218fd.jpg"
alt="Welcome emails"
/>

- **Onboarding emails**

Onboarding emails should be helpful and encouraging. In them, the company takes on the role of a mentor, helping the hero overcome challenges and achieve their goals. The hero is about to embark on a difficult journey, but you have products that can assist them. And first and foremost, teach them how to use them.

When a customer achieves their first result, it may only mark the beginning of their journey. Signing up for a trial session or making an initial purchase is not an end in itself, but these events place the hero in the midst of their journey.

From this point on, email messages become guides: they show which way to go and provide information at the right moment.


<Img
img="/uploads/image7_63b5dc7e28.png"
alt="Onboarding emails"
/>

- **Informational newsletters**

An informational newsletter is the best way to tell a reader a story. Every piece of content in such emails is both a hint and a riddle. If the narrative appeals to the customer, they will follow it. An informational newsletter will open up a horizon of events and show them the right path.

This tool can be compared to Q from the James Bond movies, who would introduce new spy gadgets and devices.



<Img
img="/uploads/image1_c53ef38117.png"
alt="Informational newsletters"
/>

- **Confirmation emails**

Sometimes it's difficult to determine where the hero's journey begins and ends. For example, a person comes for a test drive or a property viewing. The customer has already made an effort and taken a certain action, but the journey is just beginning. The hero is sure to be rewarded: a new car or a desired apartment.

Order confirmation or delivery confirmation emails typically include details about the order placed. If the order has not yet been paid for, it's appropriate to dispel any doubts the person may have about their choice in such an email.

When the purchase is complete, congratulate the buyer on their long-awaited acquisition. Thank the customer for their pleasant interaction and leave them with the most positive memories of your company.

Then, the next time you send a person a personalized offer, they will embark on a new journey with you.


<Img
img="/uploads/image3_293318d7b5.png"
alt="Confirmation emails"
/>

- **Reactivation emails and reminder emails**

Remember, it's natural for people to have doubts. That's why the hero's journey includes steps like the "refusal of the call to adventure" and the "moment of despair" when the hero considers abandoning the journey. Customers of your company also go through such moments. A timely reminder email will help keep the hero from giving up.

If the hero has indeed abandoned the journey, [**reactivation emails**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) can come to the rescue. Don't immediately give up on the faltering hero; give them a second chance.


<Img
img="/uploads/image5_a1ad25cb21.png"
alt="Reactivation email"
/>

Of course, storytelling works in absolutely all promotion channels, in any industry, and for any clients. It is only necessary to stay to the basic principles of creating stories that we have described in this article. 

And now it's high time for you to write a breathtaking journey for your hero!

Storytelling works in all promotion channels, in any industry, and for any clients. It is only necessary to stay to the basic principles of creating stories.

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To tell the stories in order to boost sales? Seriously? Read on and discover how it works!

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