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<Video url="https://www.youtube.com/embed/aPZcGJXXVCM?si=Dm3cBNLz1Mb32bH1" />

Modern marketing takes a comprehensive approach, as new promotion channels constantly emerge, and existing ones continue to evolve. Businesses use omnichannel strategies in both online and offline environments. When developing a marketing campaign, different touchpoints with the audience are considered, so the approach is not limited to just one channel or promotional tool.

Depending on business objectives and campaign goals, ATL, BTL, and TTL advertising approaches are chosen. In this article, we will explain what each of them means, examine their advantages and disadvantages, and help you determine which option is best suited for your marketing strategy.

## What is ATL in marketing

**Above the Line (ATL)** is a "above the line" marketing approach focused on promotion through high-reach channels such as television, radio, print media, and outdoor advertising. The key feature of ATL is that the offer is distributed to a broad audience without precise targeting.

The goal of ATL is to reach as many people as possible. This increases brand awareness, creating the impression that the product is being talked about everywhere.

**Types of ATL campaigns:**

- **Television advertising** — classic commercials or integrations into TV programs.

- **Radio advertising** — pre-recorded audio messages or brand mentions by hosts on air.

- **Outdoor advertising** — billboards on city streets and highways.

- **Publications in mass media** — banners or articles in newspapers and magazines (both online and offline).

- **Event sponsorship** — supporting events with visual brand advertising, printed materials, and special offers.

- [**Product placement**](https://altcraft.com/blog/what-is-product-placement) — native brand integration into movies and TV series, seamlessly woven into the storyline.

<Img img="/uploads/ATL_in_marketing_d1a55ad37d.jpg" alt="Example of product placement in the TV series “Stranger things” by Netflix" src="Product placement in the TV series “Stranger things” by Netflix" />
 
### Advantages of ATL

- **Rapid brand awareness growth** due to broad audience reach.

- **Relative ease of implementation** — it is enough to create an advertising message and adapt it to the chosen channel format (video, banner, etc.).

- **High effectiveness for mass-market products** that are used regularly, such as household chemicals, cosmetics, pet food, and others.

### Disadvantages of ATL

- **High cost** — a marketing campaign on television and in the media can cost several million. This option is often inaccessible for small businesses, especially when it comes to advertising on national channels. 

- **Lack of precise targeting** — ATL advertising does not allow for accurate audience segmentation, increasing the risk of inefficient budget spending without guaranteed returns. 

- **Difficulty in measuring results** – it is hard to assess the campaign’s impact since conversions may occur with a delay. Additionally, tracking the full customer journey to purchase is not always possible.

## What is BTL in marketing

**Below the Line (BTL)** is a marketing approach that focuses on "below the line" promotion, meaning campaigns targeted at specific audiences. This approach involves personalization and adaptation to communication channels that are convenient for the user.

The goal of BTL is to establish an individual line of communication with each customer to lead them to a purchase, often using a data-driven approach. This includes email, push notifications, SMS, and messaging app campaigns. BTL also conducts promotions through other marketing channels, such as in-store events, product tastings, and more. Throughout the process, a customer database is built, or work is done with existing users to increase engagement.

**Types of BTL campaigns:**

- **Personalized email campaigns** — welcome and onboarding email series, individual offers, promotional notifications for different audience segments, and other communications.

- [**Omnichannel**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) **campaigns** that integrate multiple interconnected channels.

- **Promotional events** — educational, advertising, or other events where users are invited.
Interactive marketing elements on the brand’s website, such as [**pop-ups**](https://altcraft.com/blog/what-popups-are), quizzes, and more.

- **Contests and giveaways** — both online and offline at events.

- **Collaborations** with other brands that have a relevant audience.

<Img img="/uploads/personalized_email_newsletter_and_BTL_campaign_e4269da892.png" alt="personalized-email-newsletter-and-BTL-campaign.png" src="An example of a personalized email newsletter and BTL campaign."/>

### Advantages of BTL

- **Personalization opportunities.** The BTL marketing strategy uses customer data, increasing the chances of conversion. 

- **Relatively lower budgets compared to ATL campaigns.** For example, email marketing can be easily implemented through specialized mailing services. More advanced solutions, such as a [**CDP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp) platform, allow businesses to collect customer data in one place and use it for personalized advertising campaigns.

- **Native format.** With flexible and diverse tools, communication doesn’t have to look like direct selling, making it more appealing to the audience. This approach reduces intrusiveness, which often leads to negative reactions from customers.
### Disadvantages of BTL

- **Limited audience reach.** BTL campaigns don’t achieve the same scale as ATL advertising since they focus on narrower segments. 

- **Resource consumption.** Personalization requires data collection and analysis, while omnichannel marketing complicates the process, as content must be adapted for each channel and technical tools must be configured. 

- **Need for a creative approach.** In a highly competitive environment, standing out and capturing the audience’s attention is crucial. For example, when users receive dozens of emails daily, standard newsletters may go unnoticed.

## What is TTL in Marketing

**Through-the-Line (TTL)** is a marketing approach that combines elements of ATL and BTL. This method merges mass reach with personalized interaction, using the best practices of both approaches.

The main feature of TTL is the integration of marketing communications through interconnected channels. Offline contact seamlessly flows into online, and vice versa, creating a unified user experience.

**Examples of TTL campaigns:**

- **A billboard with a QR code** leading to an interactive element on the brand's website. 

- **Flyers at an offline event** directing to an online contest. 

- **TV ads** inviting people to attend an offline brand event.

Since TTL combines ATL and BTL, its advantages and disadvantages depend on the specific campaign format. However, it is the synergy of these approaches that enables the creation of the most creative marketing solutions.

It’s important to understand that TTL strategy is complex to implement. Its effective use requires significant resources and expertise, so this approach is suitable for ambitious brands ready for large-scale integrated campaigns.

## How to choose the campaign type: ATL, BTL, or TTL

To determine which approach is best for your business, there are three main steps:

1. **Properly define the goals of the campaign:** raise awareness, engage the audience in communication with the brand, increase sales, etc. 

2. **Analyze resources.** It’s important to assess the cost-effectiveness of the campaign and the business’s capabilities to execute it. For example, not every marketing budget can cover a video production and TV advertisement. 

3. **Define the target audience for the campaign.** This includes the customer base and user data already available. In combination with the goals, this helps decide the audience reach for the advertisement: mass reach with an ATL approach, niche targeting with a BTL approach, or a mix with TTL. It also helps identify the communication channels. For example, a younger audience is unlikely to see your ad on TV, while an older one may not check YouTube.

When implementing one of the methods, it’s essential to constantly analyze and optimize campaigns to improve results. Given the constant evolution of digital tools, it’s important not to stand still — adapt and utilize new opportunities.

## Trends in ATL, BTL, and TTL for 2025

**Artificial Intelligence continues to be integrated into marketing:** it is used for idea generation, content creation, and the collection and processing of user data. The implementation of AI in ATL, BTL, and TTL will enhance advertising campaigns and simplify their creation.

**Omnichannel marketing.** The introduction of seamless transitions between communication channels is gradually blurring the lines between ATL, BTL, and TTL, opening new opportunities for their integration and increasing the effectiveness of marketing campaigns.

**Enhanced personalization.** As competition grows, the ability to offer customers the most suitable solution is becoming not just an advantage but a necessity. Therefore, companies are actively implementing IT tools, and tasks such as data collection and processing, as well as newsletters, are increasingly being addressed through marketing automation. This not only simplifies processes but also improves personalization, making customer interactions more precise and effective.

**Expansion of virtual and augmented reality capabilities.** VR and AR are transforming ATL, BTL, and TTL campaigns by extending their reach through both online and offline channels. These technologies create a wow-effect and a unique customer experience that enhances brand perception and influences purchase decisions. For example, the virtual "try-on" feature for furniture allows customers to see how an item will look in their interior before making a purchase. This significantly increases the likelihood of a sale.

**The development of** [**voice search**](https://altcraft.com/blog/voice-search) **and smart speakers** is changing ATL, BTL, and TTL strategies, prompting marketers to adapt campaigns to this information-gathering channel. Communication is becoming simpler and more conversational in order to align with user queries.

## Summary

ATL — advertising aimed at a mass audience through TV, radio, and media without precise targeting.

BTL — campaigns targeting specific segments with the possibility of personalization. Implemented through email marketing, push notifications, SMS, messages in messengers, as well as offline events.

TTL — a combined approach that integrates ATL and BTL tools to create comprehensive marketing campaigns.

The appropriate method is chosen based on goals, audience reach, and advertising budget. AI, data-driven approaches for personalization, AR, VR, omnichannel strategies, and voice marketing are actively used in campaign creation. The [**CDP Altcraft**](https://altcraft.com/en) helps implement such strategies by enabling data collection and analysis, audience segmentation, and automated marketing communications.

ATL targets a mass audience, BTL focuses on personalization, and TTL combines both. AI, AR, VR, and data-driven marketing enhance campaigns.

atl-btl-ttl.png

About what each of them means, examine their advantages and disadvantages, and help you determine which option is best suited for your marketing strategy. 

ATL, BTL & TTL: What to Choose, Pros & Cons of Each Type

What Are ATL, BTL, and TTL: Everything about Advertising That Works

<Video
url="https://www.youtube.com/embed/a-eWamlgC_I?si=mPlbU-ZpsPqYWrvG"
/>

Every day, more than [**400**](https://explodingtopics.com/blog/data-generated-per-day) million terabytes of data are generated worldwide. This number has been steadily increasing in recent years and will continue to grow. Amid this data deluge, marketers are receiving more information from various communication channels. However, the volume of data has grown so large that manual processing is nearly impossible. This has led to the rise of marketing automation, where advanced software takes on a significant portion of the workload.


In the past, only custom-developed solutions were available, but today the market offers a wide array of ready-made options. In this article, we will explore what marketing software entails and which option to choose: building software from scratch tailored to specific needs or leveraging existing platforms.


## Marketing software: why it matters


Marketers handle vast amounts of data and manage multiple promotional channels. Managing everything manually consumes significant time and resources, impacting productivity and work quality. Employees become bogged down in routine tasks, leaving little time for strategic thinking. That’s why using marketing software in 2024 is a must-have for modern businesses aiming for growth. Marketing software doesn’t replace human effort—it optimizes and accelerates processes.


### Why marketing and sales automation is essential:


- **Time savings.** Routine tasks are handled by IT services, while marketers oversee and guide strategies, including complex ones that would be impossible with manual work. 

- **Personalization.** Modern marketing automation software gathers user activity data from various resources. This data provides a complete understanding of customer preferences, enabling personalized offers. 

- **Speed of operations.** Marketing software is designed for automatic information collection, mailings, and other functions. This accelerates customer communication, allowing instant responses. For instance, email marketing software often includes trigger message settings that react to user actions. 

- **Data analysis.** Even free marketing software includes analytics tools that are essential for tracking campaigns, making adjustments, and planning future projects.


## Custom software development for marketing


Custom or bespoke software development involves creating an IT product tailored to the specific needs of a business. This is a new product developed from scratch and kept within the company.


### How custom software development works:


1. **Client request and analysis of marketing needs.** The required features and functionalities of the future product are identified. 

2. **Architecture planning.** The software’s components, design, and capabilities are outlined and structured. 

3. **Development.** This stage involves writing the code and implementing the product plan. 

4. **Testing.** The functionality of the software is evaluated, with specialists identifying and fixing errors. 

5. **Implementation.** The product is launched, and marketing and sales activities transition to the new system. Additionally, software support ensures issues are resolved and helps marketers adapt to the new workflows.


### Advantages of custom software development


- **Uniqueness.** Competitors don’t have access to the same functionality as your business. 

- **Flexibility.** Custom development is tailored 100% to the brand’s marketing needs, enhancing efficiency and accelerating integration with other tools. 

- **Scalability.** The software can be adapted to new marketing challenges as they arise. 

- **Control.** A product designed specifically for your business remains entirely within the company.


### Disadvantages of custom software development


- **Cost.** Custom solutions are more expensive because they require significant resources and the dedicated effort of a development team. 

- **Risk of unpredictable outcomes.** Even an experienced team may end up delivering software that doesn’t meet the client’s expectations. 

- **Execution time.** Custom products aren’t built quickly; starting from scratch is often a lengthy process that can take months. 

- **Support challenges.** For a new custom product, there won’t be ready-made solutions for addressing technical issues, which requires additional resources and time.


## Off-the-shelf marketing software


An off-the-shelf solution is software developed for use by various businesses and offering a wide range of functionalities. These IT products are designed to adapt to different workflows, providing tools to choose from. However, full customization is not possible with such solutions.


### Advantages of off-the-shelf solutions


- **Cost.** Unlike custom development, off-the-shelf software requires fewer resources, which ultimately lowers its cost. 

- **Implementation speed.** Ready-made software comes with clear and well-tested integration processes for new businesses, along with the team’s expertise in problem-solving. 

- **Software support.** The implementation of off-the-shelf solutions is often accompanied by support from the development team. 

- **Variety.** The market offers software solutions tailored to specific business industries and marketing directions, making it easy to find a suitable option for your needs.


### Disadvantages of off-the-shelf solutions


- **Lack of uniqueness.** Competitors can use the same features and capabilities. 

- **No universal solution.** Despite the variety of marketing products available, it’s impossible to cover all business areas or satisfy every client. Some niches may not find a suitable off-the-shelf solution. 

- **Scalability challenges.** Issues may arise when new communication channels appear that require integration.


Custom solutions are ideal when a unique approach or specific functionality tailored to a business is required.


However, off-the-shelf software stands out for its quick implementation, cost-effectiveness, and accessibility to proven, out-of-the-box features. It allows businesses to get started immediately, minimizing the time and resources spent on development and testing.


## Examples of ready-made marketing solutions

**CRM (Customer Relationship Management)** — a tool that consolidates customer data and interactions into a single source, helping track the buyer's journey and sales funnel.

<Img
img="/uploads/How_CRM_works_4929d983a2.png"
alt="Customer Relationship Management System"
/>

### Examples


<Table>
| Example | Description |
| ------ | ------ |
| **amoCRM** | A product that allows you to build a sales funnel and collect data on contacts with your audience from emails, messengers, website forms and phone calls. |
| **Bitrix24** | Business and customer communication management system. Integrates data from social networks, Telegram, phone calls and other sources. |
| **S2** | Flexible CRM with end-to-end analytics and customizability. Used to track the customer journey as well as control financial accounting. |
</Table>

A marketing analytics service is a tool that accumulates data about customers and translates it into visual reports. The marketer then draws conclusions and builds promotion strategies based on them.

<Table>
| Example | Description |
| ------ | ------ |
| **Roistat** | End-to-end and multichannel analytics service for tracking funnel stages. Data collection on dashboards, cohort analysis and A/B testing capabilities. |
| **Yandex. Metrica** | A tool for tracking traffic sources, studying user behavior on websites and evaluating the effectiveness of attraction channels. |
| **Calltouch** | A tool for end-to-end analytics with Big Data, lead scoring, identifying where customers came from, and other features. |
</Table>


**CDP (Customer Data Platform)** is a platform that collects customer data from various sources, combines them into a single profile and provides opportunities for analysis, personalization, development and implementation of marketing strategies. CDP marketing also provides detailed audience [**segmentation**](https://altcraft.com/blog/customer-segmentation-models), allowing for more precise customization of customer interactions.


<Img
img="/uploads/cdp_platform_workflow_b6ed8364b8.png"
alt="CDP flowchart"
/>

## Advantages of using Altcraft CDP

The platform aggregates customer data from various sources and records all points of interaction with the brand. This information is consolidated into a single profile, providing marketing teams with a comprehensive view of each customer. This enhances the personalization of offers and enables more precise audience segmentation, which plays a key role in the effectiveness of marketing campaigns.

<Img
img="/uploads/sommunication_channels_with_customers_in_Altcraft_Platform_8bfdaeb22c.png"
alt="Single customer profile in Altcraft Platform"
src="Single customer profile in Altcraft Platform"
/>

The service also offers omnichannel marketing: campaigns can be sent through a unified interface across email, push notifications, messengers, and SMS. Additionally, tools are available for managing loyalty programs, conducting surveys, using a drag-and-drop email builder, and performing tests.

<Img
img="/uploads/communication_channels_with_customers_in_Altcraft_Platform_d8c4cc83d0.png" 
alt="Communication channels with customers in Altcraft Platform" 
src="Communication channels with customers in Altcraft Platform"
/>

[**CDP Altcraft Platform**](https://altcraft.com/en) streamlines marketing processes, making them more efficient, reducing time costs, and driving increased sales.

Examples of improvements achieved by clients using the platform:


- At Uzum, the company saved [**20**](https://altcraft.com/blog/uzum-reduced-push-notification-case) working hours per week and reduced push notification opt-out rates by 23%. 

- BNB Bank increased client transactional activity by [**36%**](https://altcraft.com/blog/how-bnb-bank-increased-transaction-activity-case). 

- Sales at Dau Relationship Marketing Agency grew by [**62%**](https://altcraft.com/blog/increased-sales-of-the-online-cinema).


## Summary

In modern marketing, with its vast scale of data and promotion channels, tools for processing information and automation are indispensable.

Custom development addresses brand-specific needs but is usually costly and not always accessible for most companies. Ready-made solutions offer standard functionality, which is sufficient for implementing marketing strategies, and their adoption is simpler and faster than custom-built options.

CDPs, CRMs, and platforms for automation and analytics collect customer data, process it, configure personalized campaigns, ensure [**omnichannel**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) communication with the audience, and provide detailed and transparent analytics. Ready-made software solutions strengthen marketing strategies and help increase profitability.

In modern marketing, tools like CDPs and CRMs automate processes, collect data, and improve strategies, while custom solutions are costly and slower.

po-dlya-marketinga.png

About how CDPs and CRMs, automate processes, collect data and improve strategies, while customised solutions are costly and slower.

Custom or Ready-Made Marketing Software: What’s Best for You

Off-the-Shelf Solutions or Custom Development: How to Choose Marketing Software

<Video
url="https://www.youtube.com/embed/CJ4Gc_JUbgM?si=n7to57lv8UPaH8yD"
/>

Traditionally, the New Year is a time for change and planning both personal and business goals. For centuries, people have drawn inspiration from the symbolism of the Chinese zodiac, where each year is represented by an animal, with the cycle repeating every 12 years. Each symbol has unique characteristics defined by its color and "element" (natural force).

2025 is the year of the Green Wood Snake, which is just around the corner. Businesses still have time to prepare and plan their activities to attract good fortune. We’ll explore what this year's symbol means for marketers, how companies can prepare to stay relevant and succeed, and how the magic of the zodiac can guide us. Whether you believe in the stars or not, today, let the magic feel real!

## What the symbol of the Green Wood Snake represents

The snake holds a special place in Chinese culture, as these creatures have long been regarded with deep respect. They symbolize nature and wisdom, appearing in jewelry and even divine imagery. For instance, the goddess Nüwa was depicted with the body of a snake and a human head. Even today, in some regions of China, finding a snake in your yard is considered a good omen.

While real snakes often provoke fear due to their danger and unpredictability, the zodiac’s star symbol is entirely different.
The snake’s green hue signifies calmness and wisdom. It embodies flexibility, adaptability, and creation. The Green Snake symbolizes growth, the ability to adjust to new circumstances, a constant upward drive, and honesty toward the world.

The coming year will be favorable for organizations that approach their marketing and processes thoughtfully. The snake dislikes chaos and abrupt moves, favoring those who act with reason and patience.

Flexibility and adaptability — qualities of this year’s symbol — are equally vital for businesses. Success will come to those unafraid of change, open to innovation, and capable of responding effectively to new circumstances. However, there should be no impulsive decisions—only a well-thought-out and clear strategy. With this approach, a company can achieve growth and prosperity.

## What challenges will businesses face in 2025?

Here, we’ll shift from horoscopes to existing trends that are set to intensify. However, the recommendations tied to the year of the Green Wood Snake remain highly relevant in the context of these “earthly” challenges.

### AI will continue to take over the world

Companies will no longer be able to ignore artificial intelligence in marketing and other areas. According to forecasts, the AI market will continue growing at a rate of [**28.46%**](https://www.statista.com/outlook/tmo/artificial-intelligence/worldwide) annually, reaching [**$826 billion**](https://www.statista.com/outlook/tmo/artificial-intelligence/worldwide) by 2030. For instance, ChatGPT attracts more than [**3.66**](https://explodingtopics.com/blog/chatgpt-users) billion users monthly, highlighting the high demand for AI-powered tools.

The reason is the increasing volume of data businesses collect through various marketing channels. The complexity of manual data processing, the risk of errors, and the workload on specialists will push companies to adopt AI-based services more quickly. This is especially true for digital marketing, where neural networks not only process data but also generate content.

<Img
img="/uploads/AI_v_marketinge_e9492c1f7b.jpg"
alt="AI takes over the world"
/>

### The growing volume of data

The trend toward [**omnichannel**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) strategies will increase the amount of information businesses receive as they conduct primary marketing communications. The more touchpoints a business has with a customer, the higher the likelihood of successful conversion. Therefore, companies will need to adapt to customer-preferred communication methods, be accessible on all platforms, and handle large-scale data (big data).

To respond promptly to user actions and gather data, businesses will continue implementing marketing automation. Currently, [**79%**](https://www.emailvendorselection.com/marketing-automation-statistics/) of marketers report automating the customer journey, and this trend is set to grow. By 2030, the marketing automation market is projected to reach nearly [**$14 billion**](https://www.emailvendorselection.com/marketing-automation-statistics/).

With this growth, it will become crucial not only to automate data storage but also to ensure accurate data collection and processing. Machine learning can assist professionals in achieving this.

### The need for personalization

[**80%**](https://ecommercebonsai.com/personalization-statistics/) of consumers are more likely to purchase a product if the offering is personalized, and [**66%**](https://ecommercebonsai.com/personalization-statistics/) expect brands to address their individual needs. Therefore, in 2025, every campaign and communication must be designed to align as closely as possible with individual preferences.

<Img
img="/uploads/personalized_mailing_521a5cd74c.jpg"
alt="Personalized mailing from Etsy based on individual preferences"
src="Personalized mailing from Etsy based on individual preferences"
/>

Personalization is only possible with sufficient customer data that is effectively processed and analyzed. Specialized platforms make this feasible: Customer Data Platforms (CDPs). These multifunctional systems aggregate information from multiple sources, process, store, and utilize it to tailor offers to individual users. For example, in [**Altcraft Platform**](https://altcraft.com/en), data is consolidated into a unified dashboard from all available channels. The platform also supports email campaigns, Push notifications, SMS, and messenger communications.


### The need for data protection

As the volume of data grows, the number of cyberattacks and data breaches also increases. Global financial losses from such incidents have risen from [**$3 trillion**](https://www.embroker.com/blog/cyber-attack-statistics/) in 2015 to an estimated [**$10.5 trillion**](https://www.embroker.com/blog/cyber-attack-statistics/) in 2025. These breaches result in not only economic losses but also reputational risks and legal issues.

In the coming year, businesses will need to strengthen the security of personal data and the systems processing it. Users want assurance that their information won’t be shared with third parties, making automation a compelling argument for consumers. For instance, when an email campaign service operates without direct human access to email databases and other information, data theft becomes impossible.

### The shift of commerce to marketplaces

Currently, 2.71 billion people worldwide shop on marketplaces. By 2025, the number of online shoppers is expected to reach 2.77 billion. Next year, e-commerce will continue solidifying its position in product sales, prompting businesses—including offline sectors and digital marketing—to adapt to this channel.

Mobile traffic is also increasing in marketplace shopping. According to [**data**](https://www.statista.com/topics/871/online-shopping/#topicOverview) from the third quarter of 2024, smartphones dominate when visiting online store websites. This underscores the importance of optimizing selling resources for mobile devices, including mobile-friendly websites and the development of dedicated apps.

<Img
img="/uploads/the_development_of_dedicated_apps_c52090711b.jpg"
alt="For example, L’Oreal has a virtual try on service within their app"
src="For example, L’Oreal has a virtual try on service within their app"
/>

### Economic uncertainty

Global instability, geopolitical conflicts, fluctuations in exchange rates, and key interest rates are likely to continue influencing businesses in 2025. This means potential changes in supply chains, rising prices, and the withdrawal of companies and services from local markets. During times of crisis, customers become more selective and demanding regarding their expenditures. Loyalty to a brand and a clear understanding of the value of purchasing a product or service take center stage.

In such a situation, businesses need to build stable and well-thought-out relationships with their customers and increase engagement in communication. This requires the development of a sound marketing strategy.

## How marketers can tackle the challenges of 2025

- **Create a promotion strategy.** Remember, the symbol of the year is the snake (a sign of wisdom), so moving forward without a clear roadmap is unwise. At the same time, it’s essential to account for the surrounding instability and prepare a backup plan. 
- **Adopt flexible tools** that can adapt to new economic conditions and shifts in user preferences. Such services include CDPs, which create proprietary databases and use them for personalized offers. 
- **Apply a data-driven approach in your work:** analyze customer preferences using AI capabilities that process large volumes of data, [**predict user behavior**](https://altcraft.com/blog/ml-best-send-time), and generate personalized offers. 
- **Automate routine processes** to improve efficiency, speed up responses to customer inquiries, and free up time for strategic planning. With Altcraft Platform, you can implement any marketing strategy, including omnichannel campaigns, personalized offers, mailings, testing, and more. 
- **Ensure transparency across all marketing processes.** In times of uncertainty, it’s crucial to avoid internal chaos. Only a well-thought-out system for data collection, storage, and analysis will provide stability and confidence, which will be especially critical in 2025.


## Summary

The green snake, the symbol of 2025 in the Chinese calendar, will bring success to those who demonstrate flexibility, wisdom, and conscious planning. Businesses will face new challenges: the growing influence of technology and AI, the increasing volume of data and the need to protect it. The demand for a personalized approach will intensify, and the transition of commerce to marketplaces will accelerate. Meanwhile, companies will need to operate in an environment of economic and technological uncertainty.

To improve business performance, marketers must act strategically, demonstrate flexibility, and implement systems that can quickly adapt to new challenges. It’s crucial to rely on data for planning and personalization while ensuring transparency in the processes of data collection and storage. One solution to tackle these challenges is the use of CDPs. And, of course, don’t underestimate the role of good fortune in the year of the green snake!

The green snake of 2025 favors flexible, wise planning. Marketers must embrace AI, personalization, CDPs, and data transparency to thrive.

The-green-snake.png

About what CM and CJM are, how they differ, their roles in your business’s success, and which approach is best to use.

Green Snake 2025: A Symbol of Business Success for New Year

Green Snake: How a Symbol of Flexibility and Adaptability Can Help Businesses in 2025

<Video
url="https://www.youtube.com/embed/_7lx2S9ZI4s?si=k3C1iwoWj3f7qiPQ" title="YouTube video player"
/>

The traditional path for creating products, services, or content involves the work of an internal or external team tasked with executing project assignments. This is a proven method but one that is limited by the knowledge, skills, and experience of the group members, as well as the budget constraints set by the client. Since the early 2000s, a new method — crowdsourcing — has emerged.

This approach involves engaging an unlimited number of people in the joint implementation of projects. In simple terms, crowdsourcing is the creation of a product through "mass participation."

In this article, we will explore in detail what this concept means, the advantages and unique aspects of this approach, provide crowdsourcing examples, and examine how the method can be applied in marketing.

## What is crowdsourcing

Crowdsourcing is the process of completing tasks for a project by various people who are not regular employees or contractors of the business (the client). These tasks may be performed voluntarily or for a small fee. The word crowdsourcing is a combination of two terms: crowd and sourcing, reflecting the philosophy of leveraging collective intelligence.

The process involves a client (a business) who makes project tasks accessible on a specialized platform or their own resources and invites participants to solve them. Participants complete the tasks and provide solutions.

Crowdsourcing is used for:

- product development; 
- generating ideas for business and marketing; 
- conducting marketing research; 
- testing products; 
- creating content.

This concept differs from outsourcing, which involves hiring external specialists to solve tasks under a contract and for payment. It is also distinct from crowdfunding, which involves raising funds for a project without participation in its execution.

## The significance of crowdsourcing globally

The crowdsourcing model provides greater opportunities for creating and improving products, as collective intelligence is always more powerful than a small group of people. Participants with diverse perspectives can point out unconventional solutions and identify errors in development. For this reason, crowdsourcing is widely used worldwide, especially for creating large-scale projects that would be unlikely to materialize if managed by a single team. The method's growing popularity is evidenced by the fact that the crowdsourcing software market is expanding every year and is projected to reach [**$3.02**](https://www.verifiedmarketreports.com/product/crowdsourcing-software-market/) billion by 2030, almost double its size in 2023 ([**$1.47**](https://www.verifiedmarketreports.com/product/crowdsourcing-software-market/) billion).

The most well-known crowdsourcing project is the online encyclopedia Wikipedia, collaboratively and voluntarily created by users since 2001. Anyone can become a contributor on the platform, and today, this online collaboration has resulted in more than [**63**](https://en.wikipedia.org/wiki/Wikipedia:List_of_Wikipedias) million articles.

## Digitalization and crowdsourcing

The concept of crowdsourcing emerged during the era when the world entered an active phase of digitalization in the early 21st century. Although similar principles had been applied throughout history, any pre-digital examples of crowdsourcing lacked the resources for large-scale communication, making widespread implementation impossible. Today, hundreds or even thousands of people can be engaged to generate ideas.

The term "crowdsourcing" first appeared in journalist Jeff Howe's article [**The Rise of Crowdsourcing**](https://scholar.google.com/citations?view_op=view_citation&hl=en&user=qJ-j3oAAAAAJ&citation_for_view=qJ-j3oAAAAAJ:u5HHmVD_uO8C) in 2006, though the foundations of the method were laid earlier. In the 2000s, the concept of "open innovation" was introduced, emphasizing that the development of new products and technologies should involve both internal and external resources. Around the same time, James Surowiecki's book The Wisdom of Crowds promoted the idea that solving problems as a group is more effective than relying on an individual.

Digitalization has enabled the practical application of crowdsourcing for generating ideas. Today, this method is used by a variety of organizations worldwide, including private companies, political entities, and commercial institutions.

## Advantages of crowdsourcing

The method of involving a broad range of people in a project offers the following benefits:

- **Fresh and unexpected ideas for creating, improving, and promoting a product.** The more options are considered, the greater the chance of receiving original suggestions. 
- **Cost savings in product development, as participants may contribute out of enthusiasm.** In contrast, outsourcing teams always require payment. 
- **Enhancements to existing products**, boosting their competitiveness and, as a result, increasing sales. 
- **Faster task completion.** A group of people can complete tasks more quickly than a single employee. 
- **Improved brand image and reputation.** Engaging an audience by seeking their opinions builds trust. 
- **Broader audience reach and geographic distribution of the product.** Crowdsourcing participants from different regions and countries may become potential customers, thanks to the online nature of these projects. 
- **Talent discovery.** Creators of the best ideas and solutions can be invited to join the company as permanent employees.

## Principles of Crowdsourcing

To implement a project through crowdsourcing effectively, it is essential to follow these principles:

**Openness of tasks to specialists with diverse skills and experiences**, allowing anyone to try their hand. At the same time, participants must meet the qualification requirements necessary to complete the tasks.

**Scalability.** The project can include specialists from various cities and countries without restrictions.

**Voluntary or minimal compensation.** The concept of crowdsourcing is primarily based on the work of enthusiasts. While payment is possible, it should not be comparable to the fees of hired employees or outsourced workers.

**Audience engagement.** Tasks are performed by individuals who are primarily motivated to contribute to the creation or improvement of a product, rather than seeking material gain.

**Task fragmentation.** Crowdsourcing assignments are divided into smaller parts that collectively form a large and multi-stage project.

## Technologies for crowdsourcing

Global crowdsourcing has become possible thanks to the development of IT technologies, which have made this approach accessible to millions of people. Additionally, data processing capabilities obtained through this method are also evolving.

### Which IT capabilities facilitate crowdsourcing:

**Cloud technologies.** Crowdsourcing platforms primarily store information in the cloud, saving resources for clients and simplifying interaction with users.

**Artificial intelligence.** Crowdsourcing attracts people for an essential stage of [**AI**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life) training — data labeling. This involves humans verifying the results generated by neural networks, such as determining whether an image or handwritten text is recognized correctly.
A separate area of AI application in crowdsourcing is HITL (Human-in-the-loop). This approach provides real-time feedback from humans who verify the accuracy of neural network actions.

In the future, AI could match tasks to crowdsourcing participants by aligning assignments with their skills. It could also oversee the quality of completed work.

**Blockchain.** This technology enhances the transparency and security of crowdsourcing platforms. Data is stored in a decentralized system and protected against breaches. Blockchain can be used to create digital identifiers that record the entire history of their usage. The technology also ensures secure and transparent payments without intermediaries and allows for cryptocurrency transactions.

## Crowdsourcing platforms

Crowdsourcing typically involves dedicated platforms where clients post their tasks. The process then includes selecting performers and evaluating the results after completion. Large companies sometimes create their own resources. Let’s look at some popular crowdsourcing platforms.

### [**GitHub**](https://github.com/)

A resource for finding collaborative ideas and solutions as well as testing IT projects. Developers upload elements of source code, icons, and images for their projects into specific folders (repositories). Other users can submit commits — changes made in a separate branch (a copy of the repository). Additionally, the project owner has access to all edits and comments. Users can also propose their ideas for changes through pull requests.

<Img
img="/uploads/Git_Hub_e512208ef4.jpg"
alt="GitHub, crowdsourcing service"
/>

### [**CrowdFlower**](https://visit.figure-eight.com/People-Powered-Data-Enrichment_T#)

A platform for working with data through crowdsourcing. Users perform tasks such as cleaning, labeling, and refining information. They check search relevance, annotate images, perform real-time transcriptions, and moderate content. The platform is particularly useful for building [**machine learning**](https://altcraft.com/blog/methods-and-techniques-of-machine-learning) models.

<Img
img="/uploads/Crowd_Flower_e3e3e31708.jpg"
alt="CrowdFlower, crowdsourcing service"
/>

### [**GoDesigner**](https://godesigner.ru/)

A crowdsourcing platform for organizing contests for designers and other creative professionals. The client describes the idea and sets reward options. Participants submit their concepts, and the best one is chosen. Further discussions and refinements take place directly with the creator.

<Img
img="/uploads/godesigner_jpg_6061066f7f.jpg"
alt="GoDesigner, crowdsourcing service"
/>

### [**Mechanical Turk**](https://www.mturk.com/)

A marketplace for completing a wide variety of tasks, from data verification and research to content moderation and participation in surveys. The platform adheres to crowdsourcing principles by breaking down project tasks into smaller parts and allowing people worldwide to participate, ensuring scalability.

<Img
img="/uploads/Mechanical_Turk_ffd747a4c8.jpg"
alt="Mechanical Turk, crowdsourcing service"
/>

### [**HeroX**](https://www.herox.com/)

A crowdsourcing service that enables the launch of competitions to address various challenges across a wide audience. Requests can range from product development and innovations to social and environmental issues. The platform offers tools for creating and managing competitions, as well as a feature for awarding prizes.

<Img
img="/uploads/Hero_X_bee174eafd.jpg"
alt="HeroX, crowdsourcing service"
/>

## Crowdsourcing for Marketing

Marketers use crowdsourcing to address a variety of tasks:

**Audience research.** Through [**surveys**](https://altcraft.com/blog/what-is-survey-creation-services), questionnaires, and feedback collection, brands can gather new information about the needs and preferences of potential customers, as well as insights to improve products and services. This data can later be used to build an effective marketing strategy.

**Increasing audience engagement with the brand.** Inviting people to participate in solving brand-related tasks, such as choosing a new slogan, helps build trust, boost activity, and even attract new customers who were previously unaware of the company.

**Testing hypotheses and products.** Crowdsourcing can identify effective solutions for content sent through [**email marketing services**](https://altcraft.com/blog/top-email-marketing-services-2023), product features, and more. Based on the results, improvements can be made where needed.

**Content creation and idea generation.** Brands gain fresh ideas through contests for video creation, design development, post and article writing, music composition, and more. User-generated content is also utilized in the company's social media to promote products and services.

## How to implement crowdsourcing in marketing and other projects

Crowdsourcing projects can be launched independently through your own resources (suitable for large companies with significant budgets) or using specialized platforms, as discussed earlier.

### How to launch a crowdsourcing campaign:

1. **Define the goal.** Determine the tasks that need to be addressed and the deadlines. Crowdsourcing can be a one-time project or an ongoing process, such as when content moderation or data processing is a continuous requirement for the business. 
2. **Set audience parameters.** Identify the target group who will complete the tasks, as well as the required number of participants, which can be crucial for certain objectives. For example, marketing research results are only relevant when a sufficient number of respondents are surveyed. 
3. **Choose the format of the crowdsourcing campaign.** Decide whether the campaign will involve task assignments, surveys, contests, or other forms. 
4. **Prepare project materials and provide clear instructions.** Clearly describe what participants are expected to do and explain why their contribution is important. 
5. **Outline incentives for participants.** Motivations can range from appealing to users’ desire to help improve a product, offering gifts, or providing monetary rewards, depending on the complexity of the tasks. 
6. **Publish your assignments** on the chosen platform and collect the results.

## Summary

Crowdsourcing involves delegating certain project tasks to external individuals either without payment or for modest compensation. This method has been actively evolving in the digital age as it expands opportunities for generating new ideas, testing and improving products, creating content, increasing audience engagement, and saving budgets on employee wages. People’s participation in online projects provides access to collective intelligence, which has proven to be highly effective.

Crowdsourcing leverages cloud technologies, artificial intelligence, and blockchain, enhancing task performance outcomes and accelerating information processing. To engage participants in crowdsourcing projects, companies use their own resources or specialized platforms such as GitHub, CrowdFlower, Mechanical Turk, HeroX, and others.

For marketers, working with external specialists involves generating new ideas, studying the audience, creating content, and testing hypotheses. To successfully run a crowdsourcing project, it is important to define its goal and the target audience to attract. It is also necessary to clearly explain what needs to be done and motivate participants to complete the tasks at hand.

Crowdsourcing boosts idea generation, product testing, content creation, and audience engagement using AI, cloud tech, and blockchain.

crowdsourcing.png

About what this crowdsourcing, the advantages and unique aspects of this approach, provide crowdsourcing examples, and examine how the method can be applied in marketing.

Crowdsourcing: Platforms for Collaborative Creation

Crowdsourcing in the Era of Digitalization: Technologies and Platforms for Collaborative Creation

<Video
url="https://www.youtube.com/embed/LzfIKa5-IX0?si=ypGZer-0Y-9z2ghT"
/>

In modern business, a key aspect of success lies in establishing effective communication with customers and understanding their needs, preferences, and behaviors.

Two marketing tools are designed to assist with this — Communication Map and Customer Journey Map. These approaches simplify the analysis of customer interactions and help build more effective marketing strategies.

This article will explore what CM and [**CJM**](https://altcraft.com/blog/developing-a-customer-journey-map-with-unspecified-needs) are, how they differ, their roles in your business’s success, and which approach is best to use.

## What is a Communication Map?

A **Communication Map** is a visual representation of all the communication channels between a customer and a company. By using a Communication Map, businesses can understand how and through which means users receive information about the products or services offered.

### Key Elements of a Communication Map

**Communication Channels:** These include social media, email, phone calls, the company’s official website, offline advertisements, and other means of communication. Each channel is assigned a specific element on the map.

**Customer Contact:** Specific instances when a customer interacts with your company. Examples include subscribing to a newsletter, viewing an advertisement, or contacting customer support.

**Messages:** These are critical components that represent how and what ideas, offers, and information the company conveys to its customers.

Each message must address the needs of the target audience, align with the corporate style, and be adapted to specific communication channels.

**Goals:** Every interaction element should have clear objectives, whether it’s increasing brand awareness or improving conversion rates.

### Why do you need a Communication Map?

**Effectiveness analysis:** It provides insights into which channels perform well and which need improvement. Having a clear map allows for easy monitoring and evaluation of the effectiveness of various channels and messages. This facilitates prompt adjustments to the [**strategy**](https://altcraft.com/blog/communication-strategy).

**Budget optimization:** Understanding which communication channels generate the most response helps allocate the budget more effectively.

**Improved customer experience:** A communication map identifies key touchpoints with the customer and shows the best ways to engage with specific users. This allows for a focus on customer needs and expectations, ensuring a personalized approach for each individual.

**Coordination of Communication Efforts:** The Communication Map integrates various campaigns and actions so they work together rather than in isolation. This ensures that all elements of communication — from social media to [**email sequences**](https://altcraft.com/blog/mass-mailing) — support a unified strategy and goal.

## What Is a CJM?

A **Customer Journey Map (CJM)** is a tool that visually represents the entire customer journey with your brand—from the first interaction to the purchase and all subsequent actions. The journey map provides insights into how customers perceive each interaction with your business at various stages.

<Img
img="/uploads/cjm_96090c13a6.jpg"
alt="Example of CJM"
src="Example of CJM. Source: Oberlo"
/>

### Key Stages of CJM in Marketing

1. **Awareness.** The customer first learns about your product. It’s important to consider the sources of information that helped them come to this decision. 
2. **Consideration.** The buyer evaluates and compares options. At this stage, the CJM map reveals how the search for information happens and what emotions the person experiences during the process. 
3. **Purchase.** This includes all actions related to purchasing the product. Here, it’s important to analyze whether the process is easy and intuitive. 
4. **Post-purchase service.** After the purchase, it’s crucial to understand how the customer reacts to your product or service, as well as how their interaction with customer support unfolds. 
5. **Loyalty stage.** This involves the continued communication with your brand after the purchase. It may include repeat sales, recommendations, and [**feedback**](https://altcraft.com/glossary/feedback-what-it-is-benefits-strategy-of-providing-it).

### Why is a customer journey map needed?

**Understanding needs.** The CJM path provides a detailed analysis of how the customer perceives your brand and what emotions they experience at each stage of the journey.

**Optimizing user experience.** Identifying weak points improves interaction and customer satisfaction.

**Strategic planning.** Analyzing the full journey helps in creating effective marketing strategies.

<Img
img="/uploads/cjm_elements_9624e140b0.jpg"
alt="CJM elements"
src="CJM elements"
/>

<Note>
We talked about how to build a cjm map in detail in the article [«Customer Journey Map: How to Create One and Why It's Needed»](https://altcraft.com/glossary/customer-journey-map-how-to-create-one-and-why-its-needed).
</Note>

## How are these approaches related?

Despite differences in their analytical methods, the Communication Map and CJM complement each other perfectly. The Communication Map focuses on analyzing channels and messages, while the Customer Journey Map emphasizes the customer's experience throughout their interaction with the brand. By applying both tools, companies can enhance service quality.

### Similarities:

**Purpose.** Both tools aim to help businesses better understand their audience, tailor their offerings and services, and improve communication with customers. These methods identify pain points and uncover new opportunities for improvement.

**Customer-centricity.** Both approaches place the customer at the center of attention, focusing on their needs, expectations, and experiences.

**Visualization.** Both the Communication Map and the Customer Journey Map are presented visually, making it easier to interpret data and results.

**Study of interactions.** Both tools analyze the relationship between the customer and the brand, examining communication channels and the stages of the purchase process.

### Differences:

<Table>
| Criterion | Communication Map | Customer Journey Map |
| ------ | ------ | ------ |
| **Focus** | Provides information about how data is transmitted and how communication is accomplished. Includes channels, messages and modes of interaction. | Focuses on a person's experience as they interact with a product or service from start to finish. Analyzes the entire chain of contact with the brand and the customer's emotions at each stage. |
| **Structure** | Usually presented in the form of diagrams showing how and through which channels communication takes place: email, phone calls, social media, etc. Describes information relating to key points of interaction. | The analysis covers various stages, from first awareness of a problem to service after the first purchase. Elements such as the motivation, emotions and needs of the customer at each stage of the journey can also be mapped. |
| **Application** | More often used in marketing and copywriting strategies, when it is necessary to understand in what format and with what content to convey messages to the target audience. | Used to improve customer-company interactions, identifying problem areas and suggesting how to improve them. |
| **Measurable indicators** | Satisfaction metrics (e.g., NPS, CSAT) may be included, as the focus is on the emotional state of the individual. | Includes more specific metrics of communication effectiveness (e.g., [**email open rates**](https://altcraft.com/glossary/open-rate-how-to-determine-if-its-good), conversions by channel). |
</Table>

Analyzing the similarities and differences between these approaches, it becomes clear that the Communication Map and CJM are complementary tools. They help companies optimize their operations by gaining a deeper understanding of their audience and creating a positive customer experience at every stage of their "journey."

The use of these approaches significantly enhances the quality of service and customer satisfaction.

### Communication Map and CJM:

**Complement each other.** A Communication Map provides more detailed information about the channels used to interact with customers at each stage of the CJM. This enables the development of more effective communication strategies by taking into account customer needs and desires.

**Touchpoint analysis.** Both tools help identify key touchpoints. However, the Communication Map places greater emphasis on the channels and includes business communication management, while the Customer Journey Map focuses on the overall customer experience.

**Enhancing customer experience.** The combined use of both maps offers a more holistic understanding of the customer journey, which in turn allows companies to adapt their strategies both in communication and user experience.

## Altcraft Platform for Building Communications

In [**Altcraft CDP**](https://altcraft.com/en/features/cdp), communication logic can be built using **scenarios** — programs designed to automate marketing processes.

With these, you can manage customer loyalty, send abandoned cart reminders, create welcome sequences, run retargeting and reactivation campaigns, send payment reminders, and more.
Building scenarios in the Altcraft Platform helps craft a more effective marketing strategy and enables in-depth analysis of customer interactions with the company.

Imagine a potential customer is interested in your product and has already added it to their cart. Using a scenario, you can increase the likelihood of order completion by reminding them about the product after a certain period. Additionally, the scenario allows for the automatic generation of a promo code and sending a personalized offer.

<Img
img="/uploads/abandoned_cart_scenario_d6f8a038a2.png"
alt="Example of an abandoned cart scenario"
src="Example of an abandoned cart scenario"
/>

You can boost your customers' engagement using Altcraft, for example, through a [**loyalty program**](https://altcraft.com/en/features/loyalty-programs). Implementing such a tool helps retain customers, build trust in the brand, increase satisfaction, and encourage [**repeat purchases**](https://altcraft.com/blog/repeat-purchases).

The main goals of these programs are to expand the customer base, raise the average order value, and reduce customer churn.

To implement this in the platform, set up a scenario that, with each purchase, evaluates loyalty based on order data, [**RFM**](https://altcraft.com/blog/rfm-analysis-what-it-is-and-how-to-manage-it) metrics (average order value), or already accumulated bonus points.

<Img
img="/uploads/scenariy_programma_loyalnosti_2_6eb5b20688.jpg"
alt="Example of a customer loyalty management scenario"
src="Example of a customer loyalty management scenario"
/>

With Altcraft CDP, you can implement these and many other scenarios. The platform allows you to trigger them under various conditions:

- Individually for each client when a specific event occurs (abandoned cart, viewed product, registered goal on the website, and more).
- On a set schedule for a selected audience.

The panel displaying scenario progress for clients is located at the bottom of the editor. Detailed campaign statistics used in the workflow can be accessed through the channel report. This section is directly accessible from the editor.

## Summary

The use of Communication Map and CJM is an essential step toward building an effective customer interaction strategy. These approaches are successfully implemented in Altcraft Platform through automation scenarios.

These tools not only enhance the understanding of your customers' needs but also improve the overall efficiency of business processes. Ultimately, the better you know your customers, the more successful your business will be.

Communication Map and CJM in Altcraft enhance customer insights, streamline processes, and improve strategies for better business success.

cjm-i-cm.png

About how Communication Map and CJM in Altcraft enhance customer insights, streamline processes, and improve strategies for better business success. 

Communication Map and CJM: Right Approach for Your Company

Communication Map and CJM: Choosing the Right Approach for Your Business

<Video
url="https://www.youtube.com/embed/Lc6_35sf41w?si=nwDICIO7TMEzG_ni"
/>


Blockchain technology is a topic that has remained popular in recent years, with over [**300**](https://www-demandsage-com.translate.goog/blockchain-statistics/?_x_tr_sl=en&_x_tr_tl=ru&_x_tr_hl=ru&_x_tr_pto=rq#:~:text=More%20than%20300%20million%20people,reach%20%2419%20billion%20in%202024.) million people worldwide using it today. The term is often associated with cryptocurrencies. However, a blockchain wallet is not the only advantage this innovation offers. The technology is chosen for solving other business challenges where data security and transparency are critical. Marketing has also become a field where blockchain is utilized to enhance trust, customer loyalty, and data security across promotion channels. While not a universal solution, it is a highly effective tool for marketers.

In this article, we will explain blockchain in simple terms and explore the advantages it offers for marketing.


## What is blockchain?


**Blockchain** is a decentralized method of data storage across multiple sources, represented as a chain of interconnected, encrypted information blocks. Each element in the chain "communicates" with the others, making it impossible to replace any single block.

**Here’s how blockchain works:** new actions are recorded and verified not by a single source but by a network of computers, all of which have equal rights to process the information. After verifying a transaction, a record of it is added to a new block in the chain and encrypted with a hash (a digital signature).

Although the concept of blockchain technology emerged in the 1990s, it wasn’t realized until the 2000s, when the necessary technical resources became available. The first mention came in 2008 with the description of the first cryptocurrency, Bitcoin. This record was made by an individual under the pseudonym Satoshi Nakamoto (whose real identity remains unknown).

With the growth of the digital environment, blockchain development gained momentum. Today’s blockchain is a mature market, reaching $17.57 billion in 2023. Factors such as the COVID-19 pandemic and the integration of AI accelerated its adoption. Digital transformation and evolving approaches to data security have enabled blockchain to extend beyond the financial sector into other business areas.

The technology ensures security, transparency, and reliable information storage—critical features in a world plagued by data breaches and ever-evolving digital fraud schemes.

<Img
img="/uploads/blockchain_structure_53faeafda2.png"
alt="Blockchain structure"
/>

## Blockchain in marketing


For marketers, the role of blockchain is becoming increasingly significant. The technology helps address several issues:


- False information and news used to attract customers and mislead advertisers. 
- Opaque money flows in advertising campaigns, including unclear commissions. 
- Traffic manipulation, where fraudsters use bots and other automation tools to inflate activity on websites or platforms through fake engagements.

In marketing, blockchain technology is applied to enhance audience trust, as it ensures that recorded information in the chain’s blocks cannot be altered or falsified. Client data protection, transparency in processes, and loyalty programs are elevated to a new level. Below, we’ll explore examples of how blockchain is used in marketing.


## Enhancing data transparency


Blockchain in business enables tracking financial and other actions related to specific clients. This ensures that no transaction is lost or falsified. Disputes are resolved quickly, which increases customer trust.

Marketers also gain clarity on how budgets are spent when conducting advertising campaigns through third-party individuals and platforms. Additionally, blockchain can eliminate the need for intermediaries, reducing costs and increasing trust in customer data. This gives marketers direct access to collected information, which can then be used to fine-tune advertising campaigns. As a result, marketing campaigns become more personalized and effective.


## Protecting personal data

[**The confidentiality of client data**](https://altcraft.com/blog/how-to-protect-customer-data) has been a pressing issue in the fields of marketing and IT for several years. Policies regarding data usage are changing, and access to third-party [**cookies**](https://altcraft.com/blog/cdp-in-the-world-without-cookies) is being restricted, necessitating new solutions for collecting and storing analytics. This is where blockchain’s efficiency proves invaluable, as it protects client information from loss and theft while ensuring that data remains inaccessible to unauthorized parties.

With blockchain technology, it is possible to regulate data access levels and monitor user behavior while maintaining anonymity if necessary. This approach enhances audience loyalty and trust in the company.


## Combatting marketing fraud

Marketing is not immune to fraud: inflated views, clicks, fake metrics, falsified reviews, and other deceptive actions. These practices result in wasted advertising budgets. Moreover, inaccurate data leads to poorly constructed marketing strategies, causing brands to offer customers products or services that do not meet their needs. This undermines trust and reduces loyalty.

Blockchain eliminates fraud because data within the chain cannot be altered, and every action is recorded. This allows marketers to trace the details of advertising campaigns and ensure accuracy throughout the process.

Another advantage of blockchain is the protection of intellectual property rights for digital products. Information about authorship and ownership is securely recorded in the chain and cannot be falsified. Blockchain technology underpins platforms like [**NFTs**](https://altcraft.com/blog/what-is-nft), where the authenticity of digital assets is of critical importance.


## Developing loyalty systems

Loyalty programs often raise concerns among customers. Unclear and non-transparent methods of awarding bonuses and cashback undermine trust and reduce sales.

How blockchain can improve the situation: it increases the transparency of loyalty programs. Decentralized storage of transaction information eliminates errors and data loss. This ensures that customer purchase data is securely saved and bonuses are awarded accurately and promptly. As a result, customer complaints are minimized, and the entire loyalty program becomes transparent and understandable for marketing teams.

Additionally, costs associated with creating loyalty programs can be reduced, as intermediaries are removed from the process.

## Pros & cons of blockchain for marketing

At first glance, the technology seems like an ideal solution for marketing challenges. However, there are nuances indicating that blockchain is not a panacea. Let’s examine the advantages and disadvantages of this method of working with information.

### Advantages of blockchain

**Security:** The technology ensures data protection, which benefits both marketers (as it prevents competitors from stealing information) and customers, who are guaranteed that their personal data will not fall into the hands of undesirable organizations.

**Speed:** Actions occur directly and with full transparency, making data handling faster.

**Accuracy:** Blockchain’s decentralized verification system helps eliminate errors. It also validates the authenticity of information, which is critical for maintaining a brand’s reputation.

**Increased loyalty:** The safety and transparency of a company’s marketing processes foster greater customer trust, helping to build strong relationships and increase business revenue.

**Future potential:** Blockchain technology is continually evolving and being adapted for new fields. Starting to explore its applications now can give a company a competitive edge in the future.


<Img
img="/uploads/benefits_of_blockchain_88195021a1.png"
alt="Advantages of blockchain"
/>

### Drawbacks of blockchain 

**Cost.** Like other IT technologies, blockchain requires the involvement of highly skilled experts and technical resources. After the system is implemented, it also needs continuous support. The cost of this may be prohibitive for small businesses.

**Complexity.** This technology is still relatively new, so its integration and user understanding remain challenging. There are also issues with scalability and compatibility with other systems. Therefore, blockchain remains complex for widespread adoption at the moment.

**Unclear legal framework.** Decentralized data storage raises many legal questions. As a result, blockchain regulation is still in the process of being established and is constantly changing. New legal documents are being introduced to regulate the technology's operations. 
Additionally, IT corporations (Google, Apple) are tightening data policies, which complicates blockchain implementation.

**Rejection.** Any innovation faces resistance. Blockchain eliminates intermediaries in some marketing processes and leaves fraudsters out of work, which, of course, they don't like. Additionally, marketers are not always ready to adopt the new technology due to its complexity and unfamiliarity.


## Summary

Blockchain is a promising technology where data is not stored on a single resource but distributed across multiple ones. At the same time, all information undergoes multi-party verification and encryption. This approach ensures data security, eliminates the possibility of forgery, and increases process transparency.

For marketing, blockchain is valuable in building audience trust. The technology is used in the storage of personal data, collection of customer information, as well as in fraud prevention and the development of loyalty programs. Blockchain provides security, speed, and data accuracy, which increases customer loyalty and boosts company revenue.

At the same time, there are challenges with implementation due to high costs, user misunderstanding, and an uncertain legal framework. Despite these difficulties, blockchain remains a promising direction in the field of marketing.

Blockchain enhances marketing by ensuring data security, transparency, and customer trust, though challenges include high costs and legal uncertainties.

what-is-blockchain.png

About what blockchain is and look at the benefits it provides for marketing.

Blockchain in Marketing, Its Features, Pros & Cons

Blockchain for Marketers: Transparency and Security in Digital Advertising

<Video
url="https://www.youtube.com/embed/EIJprgPrjb0?si=lmONBhzOQK8Uzwut"
/>

Viber is a convenient platform for engaging with users, allowing you to create personalized messages, conduct surveys, and provide real-time support.

With Viber, you can increase customer loyalty to your company and improve conversion rates. 

In this article, we’ll explore how to communicate with users through Viber messaging while staying within the guidelines.

## How popular is Viber now? 

Rakuten Viber is the messenger’s full name, as Viber was acquired by Rakuten in 2014.

Viber is one of the most effective and accessible marketing channels. You have the chance to reach a vast audience and increase brand awareness. [**According to Viber**](https://www.forbusiness.viber.com/en/messaging-solutions/), 90% of users want to message brands, and 53% typically buy from companies they can easily reach via messenger.


## Why use messaging apps for campaigns

Modern people live in messaging apps. These aren’t just communication tools; they are entire worlds where people chat, work, and entertain themselves. As a result, messages in chat apps are noticed much more often than, for example, emails.

This type of interaction helps build closer relationships with customers. The ability to use different formats — from text to video — makes communication with readers even more engaging. This way, users feel special and are more likely to become repeat customers.

## How to send messages via Viber 

Standard free messages [**are limited to 50 contacts per day**](https://help.viber.com/hc/en-us/articles/9423180947869-Chat-knowledge-base). Exceeding this limit will result in a block.

For bulk messaging, external CRM and CDP platforms are used — such as [**Altcraft**](https://altcraft.com/en/features/cdp).

By integrating Viber into the Altcraft CDP platform, you can expand the range of channels used and automate messaging in this app. You can also send personalized messages, set up scenarios, segment audiences, and access detailed statistics and analytics for your Viber campaigns.

<Note>
What results can be achieved with Viber messaging? Read [**the case study**](https://altcraft.com/blog/how-bnb-bank-increased-transaction-activity-case) of BNB Bank.
</Note>

## What are the advantages of Viber messaging

Viber messaging is a convenient tool for notifying customers about new products or services, conducting promotions, sending holiday greetings, and much more.

### The main benefits of Viber messaging:

**Cost-effective bulk messaging.** You can send messages to thousands of subscribers at once, with the price per message often lower than [**SMS**](https://altcraft.com/blog/sms-marketing). Costs are set by the provider; some services add extra charges, but with Altcraft Platform, [**you can send**](https://guides.altcraft.com/en/user-guide/communication-channels/76808933/) Viber messages without additional expenses.

**High open rate** (up to 97%). Your content will be noticed and appreciated, building deeper audience connections and increasing loyalty.

**Personalization.** Each recipient can receive a personalized message with their name or other personal details, and dynamic content can be pulled in from external sources.

**High conversion rate**, reaching over 50% depending on the campaign type and [**target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it).

**Variety of formats.** You can use text, images, and video. Choose message types like transactional (e.g., delivery tracking, receipt notifications) or promotional (e.g., discount coupons, product updates, [**reactivation**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers)).

**Rapid reading time for delivered messages** (within 3 minutes). Viber processes [**over 70 million interactions**](https://www.forbusiness.viber.com/en/) every hour.

**Editable templates.** Templates can include user name, loyalty card number, order amount, etc. On Altcraft Platform, templates vary by provider and include text with button, text, image, video, video with text, and file.

**Attachments and additional elements.** Add images, GIFs, stickers, and call-to-action buttons to boost campaign effectiveness. Messages stand out more compared to basic SMS, which is limited to 70 characters and lacks additional options. In Viber, each message can be up to 1,000 characters.

<Img
img="/uploads/viber_obsheniye_dcaa819d59.png"
alt="Example of a video message in Viber"
src="Example of a video message in Viber"
/>


**You are trusted.** You send messages from an official verified account. Messages from verified accounts (with a blue checkmark) are stored in a separate folder pinned to the top of the screen. Additionally, conversations in Viber are securely protected with [**end-to-end encryption**](https://www.viber.com/en/security/). Messages are not stored on servers, and files are encrypted directly on the user’s device.

<Img
img="/uploads/viber_chats_d37e80c8a3.png"
alt="Verified accounts in Viber"
src="Verified accounts in Viber"
/>

**Segmentation is possible.** By using the Altcraft Platform, you can group your subscribers by interests and behaviors to create more targeted marketing campaigns. Instead of mindlessly sending a message to everyone, you select the audience segment most likely to be interested in your offer. For example, you can segment readers by gender, age, and purchase history.

**Detailed analytics are available.** In Altcraft CDP, you receive a report on your campaigns, including link and content CTR, unique link clicks, reads and unique reads, unsubscribes, and more.

**Campaigns can be automated.** Altcraft makes it easy to set up recurring campaigns—messages will be sent automatically on specified dates.

## What can and cannot be sent 

Viber may consider your actions as spam if you:

- share messages with suspicious links; 

- send messages to users who have blocked you; 

- send identical messages to many users; 

- send promotional messages without prior consent from recipients.

Here are some tips for creating effective Viber campaigns:

**Send valuable content.** When someone subscribes to a brand, they likely expect to receive something valuable in return, such as discounts, coupons, subscription reminders, updates on new arrivals, or last-minute travel deals. Viber can be used for [**cross-selling**](https://altcraft.com/blog/what-is-cross-selling), such as suggesting an additional product (e.g., a phone case for a smartphone). The first message should be informational rather than promotional to avoid unsubscriptions.

**Don’t overuse emojis.** Yes, emojis grab attention (as do ALL CAPS), but using too many can come off as overwhelming and may create a negative impression. If you use emojis, like to separate paragraphs, try to stick to a single color to align with your brand style. Additionally, check that your emojis are supported on all smartphones.

<Note>
Important! Emoji codes are required for use. You can find the full list of codes [**here**](http://emoji.digital/viber/).
</Note>

**Personalize.** Include the customer’s name and other personal information. [**80% of people**](http://ecommercebonsai.com/personalization-statistics) prefer to shop with companies that provide a personalized approach.

<Img
img="/uploads/viber_rassilki_83e850be4d.png"
alt="Example of personalization in Viber"
src="Example of personalization in Viber"
/>

**Make the text easy to read.** Break it up into paragraphs and highlight important points using emojis.

**Send messages at the right time.** Consider the content’s topic and target audience. For example, a message from a bar early on a Monday morning may not be well-received.

**Use calls to action.** If you want the customer to use a discount, make a purchase, or place an order, include a clear call to action. “Hello, we have a discount on TVs. Goodbye” likely won’t yield great results. However, “Hello, we have a sale on TVs. Use promo code TV666 by midnight to get 45% off!” provides a call to action, urgency, and specific numbers. This kind of message may be more effective.

## Conclusion

Viber messaging is an effective way to engage directly with your audience. Sending mass messages via Viber without violating the rules is possible only through official partners.

With high open rates and personalization, you can increase customer engagement and achieve your marketing goals.

Using Altcraft Platform, you can send Viber messages without additional costs per message, set up communication scenarios, combine Viber with other channels (such as email and SMS) in one dashboard, segment audiences, target specific groups, and gain detailed analytics.

Viber messaging via Altcraft allows cost-effective, rule-compliant audience engagement with high open rates, personalization, and detailed analytics.

viber-messaging.png

About how Viber Messaging through Altcraft delivers a cost-effective and consistent audience experience with high engagement, personalization and detailed analytics.

Viber as a Means of Communication with the Customers

Viber Messaging as a Tool for Successful Customer Interaction 

<Video
url="https://www.youtube.com/embed/P8Yl3MRU9jw?si=IsgIx8wRVL4GRYfT" 
/>

Each year, consumer expectations for a high level of service continue to grow. The fact is that today, the customer doesn’t just want a convenient product at a good price; they want a full package of services. And every interaction with a brand can lead to either a positive experience or the opposite. That is why maintaining positive customer emotions carries special importance.

In this article, we will discuss what customer experience is, the role it plays in business, and what tools can be used to ensure that customer experience works for the benefit of your company rather than against it.

## What is CX and what role it plays for businesses

**Customer experience (CX)** is the result of all interactions a customer has with a brand. CX is a term that includes everything: from product or service quality to the customer orientation of the sales department and the ease of navigation on the website. It is CX that creates opportunities for successful relationships with customers.

The importance of CX in business cannot be overstated. According to the results of the [**CX Index survey**](https://cxindex.com/company/blog/20-statistics-to-understand-the-rise-and-value-of-cx/), 90% of companies (regardless of the business segment they are in) reported that managing customer experience positively impacts their profits. At the same time, 67% of consumers openly state that they expect a high level of customer orientation from companies, as people are willing to pay more for special treatment.

Today, many brands in the market are striving to do everything to keep the customer satisfied. Brands are delving into the study of customer experience, researching the causes of customer churn, as well as what motivates consumers to recommend a company to friends. They collect data through various channels and use the information to improve the quality of products or services, implementing new technologies that simplify the customer's life.

<Img
img="/uploads/cs_pattern_f74c937f03.png"
alt="Customer experience pattern"
/>

## The role of digital strategies in improving CX

Digital transformation is a key element of any company’s strategy. At its core lies a single task: ensuring quality interaction with customers in a rapidly changing world. *For example, the introduction of new robotic call centers, where [**chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) communicate with customers.*

Through the application and development of a digital strategy, all business processes become more efficient. Consumers want to receive information for decision-making here and now. And if, for example, they want to learn more about a particular product, but the company requires a series of long actions before providing the information, this will turn many away. After all, everyone values convenience.

Digital transformation makes it easier for companies to interact with customers at all stages of the customer lifecycle, thus creating a seamless customer experience. *For example, in the past, people had to spend a lot of time waiting in lines at stores. Today, we have largely shifted to online orders and delivery services. There’s no need to travel across the city to purchase a product, as it can be delivered from another area, and as a bonus, customers may receive a discount or loyalty points.*

Investments in technological solutions such as AI and ML are essential for developing strategies to improve CX. These technologies not only enable the efficient collection and analysis of large volumes of data, but they also provide personalized and relevant offers for each customer.

## The impact of CX on loyalty and retention

There is an important rule: to retain a customer and increase their loyalty, provide them with a positive experience when interacting with the company. These elements are interconnected. Research shows that 8.6% of consumers are willing to pay more for good customer service. As a result, more and more companies are choosing to invest in CX not only to retain customers but also to increase sales volumes and enhance satisfaction levels.


### CX affects the following aspects of perception:


<Table>
| Kind | Description |
| ------ | ------ |
| Emotions | When a customer has a positive experience with a brand, there is a connection on an emotional level. |
| Confidence in the choice | People will stay with a brand longer if they have faith in its ability to meet expectations. |
| The value of the service | If the buyers get more than they expect, often they see the commodity or service great value. |
</Table>

### How to increase loyalty
<Table>
| Factor | Description |
| ------ | ------ |
| [**Personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) | Customizing events according to customer preferences and actions can greatly increase customer satisfaction. Being attentive to desires can help create a unique experience. |
| Uniformity across all channels | Providing the same level of service across all touchpoints improves the customer experience and keeps them coming back. |
| Staff training | Employee, working directly with client, significant impact on their impression. Providing employees with training and opportunities to make customer-centric decisions will increase customer loyalty. |
| [**Feedback**](https://altcraft.com/glossary/feedback-what-it-is-benefits-strategy-of-providing-it) | Creating a channel for feedback and taking appropriate action demonstrates that the company values customer feedback and is committed to improvement. |
| Technology integration | The use of robotic technology or AI simplifies customer interactions and enables the delivery of fast and quality service. |
</Table>


### What helps retain customers
<Table>
| Factor | Description |
| ------ | ------ |
| Closed communities | The point is inaccessibility for everyone. Members are offered special conditions, promotions and discounts so attractive that it makes no sense to look for alternatives. In the digital environment, these can be closed chats or groups where insider information is published for a fee. |
| Bonus program | Customers who are already with you will not miss the opportunity to buy goods at a favorable price or get a bonus. In the same way you can transfer a new customer into the category of regular customers. |
| Certificates, coupons, special offers | In 8 out of 10 cases, giving a bonus leads to a repeat purchase. |
| Contests/raffles | Participating in raffles and receiving a prize is likely to leave a pleasant memory with the client. |
</Table>


It is important to leave a positive impression after interacting with a customer. For a customer to want to return, they should have pleasant memories of the purchase process and their emotions. To achieve this, it is necessary to maintain contact with the customer, thank them for choosing your brand, and show that they can always rely on it. This could involve helping to solve any issues they encounter or providing educational resources. Such an approach will undoubtedly turn the customer into a loyal one.


## Steps to improve customer experience in business

### 1. Personalization of each experience


Companies across various sectors are putting personalization at the center of their business strategies. The level has been reached where competitive advantage arises from the ability to collect, analyze, and use large volumes of personalized customer data, employing AI to understand, shape, adapt, and optimize the customer journey.


Digital solutions are becoming a necessity not only for traditional marketing but also for many other areas. The best results are shown by companies that have integrated these capabilities into their business model.


Personalizing the entire customer interaction process requires the coordinated work of all communication channels. Key tasks can be effectively addressed through automation and AI-based analytics.


Modern digital technologies open up new opportunities for users to interact with brands. Systems that track geolocation and allow payments with the swipe of a finger literally blur the lines between stages: the pre-sale period, the purchase process, and post-sale service. These technologies enable a rethinking of digital customer experience, which, in turn, helps brands create value for customers and increase their engagement.


*For example, Starbucks actively uses geolocation to attract customers who haven’t visited the café for a while. When they are nearby, they are shown advertisements for new seasonal drinks. A personalized offer in the app encourages them to visit the café or use the convenient mobile order and payment feature.*


For companies that lack the necessary resources or technical infrastructure, the optimal solution is creating a [**CJM**](https://altcraft.com/glossary/customer-journey-map-how-to-create-one-and-why-its-needed), where each decision is tied to a specific moment of interaction with a particular customer.


### 2. Quality of service at every stage

Before developing strategies to improve service quality, it is important to conduct a detailed analysis of current interactions. Establishing KPIs (Key Performance Indicators), such as response time to customer inquiries, loyalty levels, and others, will help identify problem areas and set priorities for future development.


Next comes the **development of specific actions** to address the identified shortcomings. It is essential not only to address weak points but also to strengthen the aspects that are already performing well.


Activities to improve customer service quality include:

**1. Training and motivating staff** 

**2. Optimizing service processes using technology**

This includes:

- **Automating everyday tasks**. This allows employees to focus on more complex inquiries and personal interactions with customers. 

- **Automating feedback collection.** By analyzing feedback, companies can identify both the weak and strong points of their products and processes, determine why customers leave, build trust by showing attention, and enhance their reputation by addressing negative reviews. If a company collects feedback **on its own initiative**, this is usually done through surveys (via [**email newsletters**](https://altcraft.com/blog/how-to-reach-customers-via-email-campaign), on the website, or social media). If **it’s initiated by the customer**, the work is situational. This could involve systematizing reviews to address issues or responding to positive feedback to build loyalty. Based on the collected information, satisfaction and loyalty metrics are calculated. Analyzing these metrics and their changes helps optimize business processes and make strategically important decisions. 

- **Analytics** is used to identify customer trends and preferences. This helps in accurately forecasting marketing campaigns and developing new products. 

**3. Loyalty programs**

### 3. Analytics for improving CX

**Analytical systems in customer service** are tools for analysis, such as business intelligence, real-time analytics, [**predictive analytics**](https://altcraft.com/blog/predictive-analytics-what-it-is-and-how-it-works), and others, which are applied in the processes of providing service to company customers.

These systems allow the transformation of disparate data from various sources into tools that help meet the growing needs of customers. Such systems include CRM systems, customer data platforms, speech analytics systems, social media, and ERP systems.

<Note>
*46% of organizations that use analytical systems in customer service are satisfied with having the functionality that allows them to make effective decisions based on detailed data analysis.* </Note>

## Tools for automation and personalization

There are numerous tools that help marketers increase the efficiency of advertising campaigns:

- **CRM systems.** These are responsible for managing contacts and leads, automating sales and marketing campaigns, data analysis and reporting, and improving communication processes within the team. 

- **Email marketing automation services.** Such services allow marketers to create, send, and track emails with minimal effort. 

- **Tools for in-depth analytics and reporting.** Typically, these tools aggregate data from various sources and provide a complete view of the customer’s interaction with the business throughout the entire journey — from the first contact to the purchase.
However, all of the above-mentioned services are often inflexible, especially when an omnichannel approach is involved. Their productivity in building a 360-degree customer profile is particularly evident when it’s necessary to gather information from multiple sources: websites, social media, messengers, email, loyalty programs, and customer support.

All this data then needs to be filtered and stored in one place so that every department of the company or software tool can instantly access it without involving analysts. This is where [**CDP**](https://altcraft.com/en) comes in.

A **Customer Data Platform (CDP)** is a marketing automation tool that helps companies effectively collect, store, and analyze customer information. In today's world, where data plays a critical role in developing business digital strategies, CDP is becoming the key to increasing customer loyalty.

Thanks to CDP, businesses get a unified view of each consumer and can create personalized communication and sales strategies.

<Img
img="/uploads/voronka_prodaj_44eca901dd.png"
alt="Sales funnel"
/>

### Key advantages of CDP:

1. Unification of data from various sources into a single profile, which allows companies to gain a more complete understanding of their customers, their preferences, behavior, and interaction history with the brand. 
2. Deep data analysis enables companies to effectively build a customer experience strategy, make personalized offers, and improve the quality of customer experience. Built-in analytics quickly processes large amounts of information, instantly generating and displaying reports. 
3. CDP helps create consistent and high-quality interactions with customers across different communication channels. As a result, customers receive a high level of service, regardless of which channel they use to interact with the brand.


## How to improve CX using a customer data platform

Knowing the tools is good, but being able to use their full functionality is much better.

Next, let's look at several strategies for improving the customer experience using the [**CDP Altcraft Platform**](https://altcraft.com/en/features/cdp) as an example.

In today's world, the more personalized the content for the customer, the better. No fisherman would be happy to receive a newsletter with snowboarder gear recommendations, and vice versa. Therefore, [**segmentation**](https://altcraft.com/help-center/manage-customer-database/database-segmentation-for-email-newslettering) is a crucial element of every marketing campaign. Instead of making the same offer to all customers, it’s better to focus your efforts on those who actually need your product.

In the Altcraft platform, within the segmentation section, using a tracking pixel (this is an HTML or JavaScript code placed on website pages to track user behavior), you can identify certain users who have made purchases totaling over 5,000 rubles in the past month. These customers can then be rewarded with bonuses, for example, by sending them a promo code for their next purchase.

<Img
img="/uploads/segmentation_e3bc5c2daf.png"
alt="Example of conditions for segmentation in Altcraft Platform"
src="Example of conditions for segmentation in Altcraft Platform"
/>

The second example in CX improvement strategies can be the [**use of an omnichannel approach**](https://altcraft.com/en/features/omni-channel-marketing). For instance, the abandoned cart scenario.

Let’s consider a situation where a product was added to the cart, but after 24 hours, the purchase has still not been completed. The customer receives an email reminder that the product is still in the cart. If the email is not opened, a push notification is sent to the mobile app where the order was placed two days later. After the purchase is completed, the customer receives an email with a thank you message, information about the bonus points earned for the order, and a promo code for their next purchase.

<Img
img="/uploads/abandoned_basket_scenarios_752e0db128.png"
alt="Example of an abandoned cart scenario in Altcraft Platform"
src="Example of an abandoned cart scenario in Altcraft Platform"
/>

## Summary

CX is the complete cycle of a company’s interaction with a customer, including the impressions and feelings after a purchase or service is provided. The importance of customer experience grows each year, and there is always room for improvement in this area.

In a highly competitive business environment, ensuring a positive customer experience is crucial. More and more companies are increasing their investments in CX to retain customers and boost sales. By making the customer the top priority, long-term and strong relationships can be built.

To ensure that all processes run quickly and smoothly, automation is necessary, as new digital capabilities create new ways for users to interact with brands. Modern marketing automation tools help companies create a 360-degree customer profile, analyze and systematize collected data, and develop strategies to improve the customer experience.

CX is vital for building lasting relationships. Automation and digital tools enhance customer experience by personalizing and streamlining interactions.

customer-experience.png

About what customer experience is, the role it plays in business, and what tools can be used to ensure that customer experience works for the benefit of your company rather than against it.

Client Experience in Digital Strategies: Tips for Marketers

Customer Experience in Digital Strategies: Tips for Marketers

uzum-case.png

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

bnb-bank-kejs-v-menyu.png

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

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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