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<Img
img="/uploads/nsm_c2db2f9d25.png"
alt="North Star Metric: Definition, How to Find It, and Examples"
/>

Moving forward without a clear and measurable goal is a risky strategy for any business. Therefore, goals are set and translated into numerical indicators by which the success or failure of a company is evaluated. However, the primary metric is not always the revenue generated by the business.

Top digital companies choose North Star Metric as their guiding light, which translates to the "north star metric." This indicator determines whether the business has chosen the right development strategy.

Let's explore further what NSM is all about, why you need a "north star," and how to find it not in the starry sky, but among your goals and objectives.

## What is North Star Metric and why is it needed

**The North Star Metric** is the primary indicator that characterizes the value of a company's product to its users. And this metric is not always measured in terms of money. The essence of the North Star is to control the increase in value for customers, which enhances the business's sustainability. And a large flow of money that people pay does not always guarantee that the company is stable and will continue to grow further.

**The NSM metric is tracked to:**

- Maintain the right direction in the company's work and understand common goals for all departments. 

- Prioritize employees' tasks to efficiently achieve goals. 

- Identify weaknesses and new development options. 

- Maintain openness in team work and transparency of results.

<Note>
Do not confuse North Star with OMTM — one metric that matters. These metrics are similar but differ in scale and tracking time.
</Note>

NSM is important for the entire company over a long period of time, while OMTM is a local indicator for individual business units. Such a metric is calculated over several months (from three to six).

## NSM Variants 

The uniqueness of the North Star lies in the absence of a single benchmark for everyone. A metric that best reflects the tasks and type of business is chosen as the "pole star." [**An online marketplace**](https://altcraft.com/glossary/e-commerce-types-examples) and a media platform should not determine success or failure in the same way.

For a marketplace, revenue or the number of orders would be more suitable as an NSM metric. For an online magazine, it's better to choose as the "pole star," for example, completion rate of articles published through various marketing channels.

<Table>
| **Metrics** | **Description** |
| ------ | ------ |
| LTV | The customer lifetime value indicator refers to how much money the customer has paid for the company's product over the entire time of use. |
| CAC | Сustomer acquisition cost |
| ARR | Annual recurring revenue |
| MRR | Monthly recurring revenue |
| GMV | Gross merchandise value |
| MAU | Monthly active users |
| WAU | Weekly active users |
| DAU | Daily active users |
| NPS | Net promoter score |
| Retention Rate | Customer retention. For NSM, retention is counted for different periods depending on the specifics of the business. |
| New users | New user registrations or application installations |
| Viewing time | Reading articles, watching video content to the end. |
</Table>

## Is it possible to change the North Star over time?

Yes, the "north star" should correspond to the company's level of development. The benchmark for a small startup may not always be suitable for a larger, more mature company. Therefore, as goals change and the company grows, the NSM also changes.

For example, the social network Facebook* used the metric MAU. After the appearance of competitors and changes in the digital market, it made the number of users who log in and show activity every day the main indicator.
 
### Can you choose more than one North Star

In the sky, there is only one north star, but in the earthly business, several NSMs are allowed. However, this option is suitable only for developed large companies with a complex structure and product. In this case, even individual departments set their own benchmarks.

It is important that the existing metrics do not contradict each other. Do not choose more than three North Stars. Otherwise, it will be difficult to maintain the correct focus.

## How to Find the "North Star" 

**Step 1.** Identify the action taken while using the product, where the customer solves their problem/task or satisfies a need.

*For example, in an English language learning app, the moment of satisfaction would be successfully completing a lesson.*

**Step 2.** Determine how the value of the product can be measured. *In the example of the app, this could be returning to lessons. If the user finds it interesting and useful, they repeat the experience.*

**Step 3.** Translate the value into a specific metric and limit the time over which it will be measured (per day, month, or year).

*Using lesson quality ratings in the app is not always correct for measuring the success of the product because the user may give a high rating but not return. It is better to measure NSM as the number of returns to lessons, for example, through the Retention Rate metric.*

**Step 4.** Relate the assumed North Star (for example, Retention Rate) to other business metrics. All these metrics should ultimately influence the increase in NSM.

At this stage, we check the chosen "north star" for realism. The ideal metric reflects business growth and is influenced by specific employee actions with their KPIs. If there is no such connection, the North Star is likely incorrect.

*Example: Suppose the NSM in the English language learning app were the number of new users. Suppose this figure were to increase, but at the same time, there were fewer subscription renewals and returns to the app, which would ultimately be harmful to the business. Therefore, the North Star in the form of the Retention Rate is a more reliable indicator because returning to the app encourages subscription renewals. And regular lesson continuation means that users like their content (team engagement actions work).*

## Examples of NSM in large companies

NSM is often used in startup operations, but even top multimillion-dollar companies with their IT products and services continue to track the north star metric. Let's look at some examples from well-known brands.

### Spotify

The music service considers listening time as its NSM. Such a metric is unique for similar platforms where only audio content is available.

<Img
img="/uploads/spotify_nsm_de2a6bcdee.png"
alt="Spotify"
/>

### WhatsApp*

The world's most popular messaging app measures its success by the number of messages sent by users. The metric reflects utility through the frequency of application usage for communication.

<Img
img="/uploads/whatsapp_nsm_9a61c99b35.png"
alt="WhatsApp"
/>

### Zoom

The North Star metric for the service is the number of daily online meetings. This assesses how often people actually use the service. This method of evaluating the platform's importance to users is much more effective than measuring, for example, the number of registrations at a given time.
 
### Duolingo

The language learning app has identified its NSM as the DAU (daily active users), indicating the level of engagement. Duolingo studied user behavior and found that the frequency of app usage correlates with continuing education. The more often a user logs in, the higher their motivation to continue lessons. As a result, the number of users with paid subscriptions continues to grow. 

<Img
img="/uploads/duolingo_nsm_d1384f68e7.png"
alt="Duolingo"
/>

### Pinterest 

The company has chosen WAU (weekly active users) as its "north star." This is rational compared to, for example, DAU, which counts the daily flow of users. Pictures for ideas and inspiration (the purpose for which users often visit Pinterest) are not a product needed every day.

<Img
img="/uploads/pinterest_nsm_c1ef546028.png"
alt="Pinterest"
/>

### Miro

The creators of the service assess the usefulness of their product through the number of boards available for simultaneous collaboration by multiple users (usually a feature for team work). This metric reflects how convenient it is to use the tool within a company and also indicates how to improve the product and what strategy to choose next.

<Img
img="/uploads/miro_nsm_c564c95252.png"
alt="Miro"
/>

### Yandex.Taxi

The North Star Metric for the taxi booking service is LTV (Lifetime Value), which denotes the amount earned by the company from a customer over the entire period of their activity. Yandex also considers this metric in the context of other brand services: Yandex.Food delivery and Yandex.Store. Within the ecosystem, all services are interdependent. 

### Edadeal

The NSM (North Star Metric) for the service is the number of active users per day or DAU (Daily Active Users), but with the addition of being "composite." This means that even short sessions and returning users are counted. The second key metric for the service is LTV.

### LinkedIn

The professional networking platform evaluates its effectiveness based on MAU (Monthly Active Users) — users who demonstrate activity within a month. Through this metric, the needs and problems of users are studied: what prevents them from using the platform more often, and what motivates them to return.

<Img
img="/uploads/linkedin_nsm_545f67327b.png"
alt="LinkedIn"
/>

## Summary

The North Star Metric is a key indicator that reflects the effectiveness of a company's operations and forecasts growth prospects. It serves as the primary guide for team efforts.

However, different metrics can serve as NSMs, and there is no universally applicable standard. 

These metrics include financial indicators (LTV, CAC, ARR, MRR, GMV, etc.), engagement metrics (DAU, WAU, MAU), as well as NPS, the number of new users, content completion rates, and others. Finding the "North Star" requires defining the product's value and determining how to track it in a numerical indicator. Additionally, it's important for the North Star to align with the goals and objectives of all company departments.

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

The North Star Metric is a pivotal measure of a company's efficiency and growth potential, guiding the team's efforts.

medium_nsm.png

small_nsm.png

thumbnail_nsm.png

nsm.png

About what NSM is, what is the essence, why you need a "polar star", how to find it not in the starry sky, but among your goals and objectives.

North Star Metric: Definition, How to Find It, and Examples

North Star Metric: What It Is, How to Find It, and Examples From Major Companies

<Img
img="/uploads/digital_services_ecosystem_0ea4fb8488.png"
alt="How Uzum Reduced Push Notification"
/>

**Uzum** is a digital services ecosystem, offering e-commerce, fintech, and banking services to both individuals and small and medium-sized businesses. Over 10 million people in Uzbekistan use Uzum's products every month. Notably, the company achieved the status of the first tech unicorn in Uzbekistan.

The company has been automating marketing communications through Altcraft Platform since December 2022. This article explores the results achieved during their year-long collaboration.

## Why Uzum chose Altcraft Platform

Uzum selected the platform based on the following criteria:

1. **On-Premise Deployment.** Uzum's ecosystem includes a marketplace, express delivery, traditional and digital banking, a BNPL (buy now, pay later) service, a car buying platform, and an entrepreneur app. Strict Uzbekistani data storage and security laws require the company to maintain full control over information. Altcraft, as one of the few platforms offering on-premise deployment, minimizes the risk of leakage by granting Uzum complete control over data.

2. **Flexible Segmentation.** Altcraft allows for detailed audience segmentation based on various factors like profile data, location, website activity, and others. This flexibility enables Uzum to tailor communication for different user groups.

3. **A/B Testing.** With this feature, Uzum systematically optimizes its marketing strategies by determining the best methods of interacting with customers.

4. [**Marketing Automation**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) **and Loyalty Programs**. Altcraft Platform provides solutions for automating regular campaigns and creating communication chains. Additionally, you can generate various promo codes to increase customer loyalty and strengthen your relationships with them.

5. **Control of the Number of Communications per User.** Uzum automates customer communications, simplifying the interaction process. This also prevents information overload for the user, providing a more comfortable experience.

6. **Flexible User Subscription Management.** The platform combines data into a single customer profile. Comprehensive information about subscribers helps tailor messages to the preferences and interests of each buyer.

7. **Message Scripts in Templates for Campaign** [**Personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters). The ability to use logical functions in templates ensures a high level of customer engagement, as you can add or remove necessary blocks for a specific audience.

Altcraft Platform not only meets high security requirements, but also effectively improves Uzum's marketing practices, which saves time and increases the efficiency of customer communications.

## Results Achieved

### Started Saving 20 Working Hours per Week


Uzum uses Push, SMS, loyalty programs, and market. By automating regular campaigns, they were able to save **more than 20 working hours per week** that were previously spent on creating these mailings.

<Img
img="/uploads/started_saving_working_hours_per_week_fcf708e8ee.png"
alt="By automating campaigns, they were able to save more than 20 working hours per week"
/>

### Reduced Time to Market for Ad-Hoc Campaigns by 3 Times

In a year of collaboration, Uzum was able to **reduce the time to market for ad-hoc campaigns by 3 times.** This was achieved through the use of a convenient segmentation system based on key profile data and the ability to launch customer communications in multiple languages.

**Previously, various tasks had to be performed manually:**

- Creating separate templates for specific users; 

- Dividing each segment into files; 

- Selecting the template language based on the list.
 
**Now:**

- Multiple templates have been created in different languages; 

- Content in the required language is automatically substituted based on profile data; 

- The audience is also automatically selected each time the campaign is launched.

<Img
img="/uploads/reduced_time_to_market_d5314c9e66.png"
alt="Reduced Time to Market for Ad-Hoc Campaigns by 3 Times"
/>

### Increased OR by 2.3 Times

Regular newsletters have become an important part of Uzum's marketing strategy. This has led to **a 2.3-fold increase in message opens** compared to previous approaches. This result underscores the effectiveness of the flexible segmentation system for more precise communication and adaptation to the interests of different user groups.

<Img
img="/uploads/increase_in_message_opens_4c3c594594.png"
alt="Increased OR by 2.3 Times"
/>

### Reduced Push Notification Opt-Out Rates by 23%

Successful segmentation reduced the push notification opt-out rates by 23%. This proves that customers respond more positively to personalized and relevant messages, and it speaks to the importance of A/B testing. This is how Uzum continuously optimizes content and communication channels.

<Img
img="/uploads/reduced_the_push_notification_5bd143c5b8.png"
alt="Reduced Push Notification"
/>

## Future Plans

Uzum plans to:

- Fully automate product recommendations based on user behavior; 

- Set up cascading communications; 

- Automate remarketing for users who do not receive messages or place orders.

## Conclusions

Altcraft Platform has fully met Uzum's expectations, as its use takes into account the requirements for data security and the flexibility of the segmentation system.

Uzum effectively uses Altcraft tools to optimize communication and customer experience management processes, which include Push, SMS, loyalty, and market. Full automation of product recommendations is on the agenda, along with continued improvement of user interactions.

These successes confirm the effectiveness of Altcraft Platform and Uzum's readiness for continuous improvement of marketing strategies for more successful interaction with the audience and business development in general.

How the digital services ecosystem Uzum reduced the bounce rate of push notifications and saved 20 working hours per week using Altcraft Platform.

medium_digital-services-ecosystem.png

small_digital-services-ecosystem.png

thumbnail_digital-services-ecosystem.png

digital-services-ecosystem.png

Read how the Uzum reduced the bounce rate of push notifications and saved 20 working hours per week.

Uzum: How to Reduced Push Notification and Saving 20 Working Hours

How Uzum Reduced Push Notification Opt-Out Rates by 23% and Started Saving 20 Working Hours per Week

<Img
img="/uploads/what_is_statistical_power_a8256e4185.png"
alt="What is statistical power"
/>

Defining statistical power or the "sensitivity" of a test is an important part of planning before launching A/B testing. It allows you to introduce more positive changes to a website and increase your revenue.

## Definition of statistical power

**Statistical power** is the ability of a criterion to detect differences where they actually exist. The sensitivity of a test will show a significant result and reject the incorrect null hypothesis.

Before delving into the elements of statistical power, it's essential to understand the types of errors that can occur in tests and how to prevent them.

## Two types of errors

### Type I error

**Type I error** is a false positive result: rejecting the null hypothesis that is actually true.

**The null hypothesis** states that there is no difference between a pair of events or phenomena.

A false positive test shows that there is a difference between the compared variants, even though there isn't one in reality. Such a situation can occur due to an error in the test or if randomness creeps in.

The probability of a type I error is denoted by the Greek letter alpha (α) and indicates the threshold level at which an A/B test should be trusted. If a test is reliable at 95%, the remaining 5% represents the probability of a type I error.

If a business cannot tolerate a 5% chance of error, considering it too high, the probability of false positive results can be reduced by increasing the test's reliability. If the reliability is increased to 99%, the probability of a type I error decreases from 5% to 1%. However, there are some "pitfalls" in this calculation.

The decrease in the probability of type I errors increases the probability of type II errors because there is an inversely proportional correlation between these values. Therefore, reducing the alpha error level (for example, from 5% to 1%) ultimately reduces the overall statistical power of the test.

<Img
img="/uploads/types_error_36faa5eac7.png"
alt="Graph by statistical power"
src="Type I error and its proportional connection with type II error"
/>


Sometimes it's necessary to consciously increase the risk of type I errors (for example, from 5% to 10%) to achieve high test sensitivity.
### Type II error


**Type II error** is a false negative result, meaning the inability to reject a false null hypothesis. Such a test will not show the advantage of any of the options, even though there are options that are more effective than others.

The probability of a type II error (β-error) is inversely proportional to statistical power (1 - β). If the risk of a Type II error is 20%, the sensitivity of the test is 80%.

Since alpha and beta errors have an inversely proportional relationship, if a test has an extremely low alpha error value (for example, 0.001%), the risk of a type II error is very high.

Finding a balance is not an easy task. Through A/B testing, a business aims to determine the best combination of elements and identify the most effective variant among many. If the tests lack sufficient sensitivity, there's a great risk of not noticing a genuinely good option.


## Variables affecting test statistical power


Next, we'll examine four variables that influence the statistical power of a test. While studying these variables, it's important to remember that the primary task of a tester is to control the probability of errors. This can be achieved through:

- sample size; 

- minimum detectable effect (MDE); 

- significance level (α); 

- desired level of power (implied Type II error coefficient).


### Sample size


The sample needs to be sufficiently large; otherwise, conducting a good split test is impossible. It's crucial to calculate the sample size to ensure it's of the necessary and adequate size. A small sample won't provide enough test power, while an excessively large one will extend the test duration (long tests are more expensive and time-consuming).

Each analyzed variant or [**segment**](https://altcraft.com/help-center/manage-customer-database/database-segmentation-for-email-newslettering) should have a significant number of users. For this reason, the sample size should be planned in advance, ensuring that the test always has good statistical power. Otherwise, exiting the test might reveal too many variants or segments. If this realization comes too late, the test will have been conducted in vain.

Expect statistically significant results within a reasonable period (e.g., no less than a week or a business cycle). In most cases, it's recommended to conduct testing for 2-4 weeks. Any duration exceeding this might lead to sample contamination and issues with cookie file deletion.

Therefore, determining the sample size and testing duration beforehand is crucial. This helps avoid the common mistake of conducting A/B testing "blindly," ending before obtaining statistically significant results.


### Minimum detectable effect (MDE)


MDE is the difference between variants that needs confirmation. Small differences are hard to detect, requiring very large samples. Substantial differences are noticeable even in small samples.

However, there exists a paradox where small samples can be unreliable, leading to erroneous tests. There's always a risk of error, and there's a narrow range within which results can be considered reliable. Since there's no single rule for determining sample size, all nominal levels are not 100% reliable.

### Significance level


Testing results are considered statistically significant under the condition that the null hypothesis is incorrect.

In simple terms, if during a split test, one landing page can confidently be preferred over another (with a test confidence level of 95%), there's only a 5% chance that the observed improvement is due to chance or error. Conversely, there's a 95% chance that the observed difference is not due to chance.

The 5% significance level is the most commonly used initial level in online testing, representing a 5% chance of a type I error, as mentioned earlier. An alpha of 5% means there's a 5% chance of incorrectly rejecting the null hypothesis.

Under equal conditions, reducing alpha from 5% to 1% simultaneously increases the likelihood of a type II error. An increased risk of a type II error reduces the validity of the test.

### Desired level of power


If the statistical power of a test is 80%, there's a 20% chance that the real difference between variants won't be detected. If a 20% chance is too risky, it can be reduced to 10%, 5%, or 1% to achieve powers of 90%, 95%, or 99%, respectively.

Before concluding that a 95% or 99% power analysis will solve all your problems, note that each increase in analysis power significantly increases sample size and analysis time.

So, what level of test sensitivity do you really need? The acceptable level of false negative risk for conversion optimization is often considered to be 20%, corresponding to an analysis power level of 80%.

There isn't a universally recognized standard for 80% power, but it represents a reasonable balance between alpha and beta errors. Consider the following:

- What is an acceptable level of risk for missing out on a quality improvement for you? 

- What is the minimum sample size required for the test to achieve the desired sensitivity?


## Calculating the statistical power of a test

You can use an A/B test calculator. Enter known variable values to determine, for example, the required sample size to achieve sufficient test sensitivity.

For instance, you calculated that testing each variant requires a sample size of 681 individuals. Your calculations were based on the following initial values: test power of 80%, alpha of 5% (95% statistical significance). You also knew the conversion rate for the control group is 14%, and you assumed an expected conversion rate for the better variant of 19%.

<Img
img="/uploads/calculate_the_statistical_power_of_a_test_848e9bae89.png"
alt="Calculation of the sample size"
src="How to calculate the statistical power of a test"
/>


Using the same initial data, knowing the sample size, alpha value, and the desired level of statistical power (for example, 80%), you can determine the minimum detectable effect (MDE).

<Img
img="/uploads/determination_of_mde_f4e64ce91b.png"
alt="Calculation of the minimum detectable effect (MDE)"
src="Determination of MDE"
/>


As we can see, an A/B test calculator is quite convenient when you know the values of three variables and aim to find the fourth one.

## What to do if the sample size cannot be increased?

In some cases, there's a need for a more high-powered test, but increasing the sample size is not possible, such as when the page traffic is too low.

Let's consider a scenario: you've inputted your data into the A/B test calculator, and it shows that a sample size of 8000 or more is required.

<Img
img="/uploads/use_a_sample_size_calculator_34fab3e500.png"
alt="Determining the required sample size"
src="How to use a sample size calculator"
/>

But you don't have the ability to gather such a sample; it would take several months or even longer. In this case, you need to increase the minimum detectable effect (MDE). In the example below, increasing the MDE from 10% to 25% reduces the sample size to 1356.

<Img
img="/uploads/sample_size_depends_on_increasing_the_mde_1aac156651.png"
alt="Increase the MDE to get the desired sample size"
src="Sample size depends on increasing the MDE"
/>


Is it really always possible to increase the MDE to 25%? After all, this will reduce the quality of the test.

The second option comes into play if you're willing to accept a 10% risk of type I error. In that case, the optimal option would be to decrease the test's significance level to 90%.

<Img
img="/uploads/balance_between_errors_within_calculator_1d200f99e4.png"
alt="Reducing the level of confidence to obtain the required sample size"
src="Balance between errors within sample size calculator"
/>

Iterating through data in hopes of obtaining satisfactory figures isn't the most reliable strategy. Analysts recommend starting by determining the sample size and then arbitrarily adjusting other values until the results are deemed satisfactory.

## Conclusion

Statistical power helps avoid errors during testing and identifies genuinely impactful performance factors on your platforms.

Adhere to these simple guidelines:

- Choose the test duration wisely: ideally 2-4 weeks 

- Use a test calculator to determine an acceptable test power 

- Adhere to the requirements for the minimum sample size 

- Aggregate segments and test them if needed 

- Set sensitivity test requirements only after meeting the minimum sample size requirements.

Source: [**CXL**](https://cxl.com/blog/statistical-power/)

Statistical power gauges a test's ability to detect differences. It helps avoid false conclusions by assessing the test's sensitivity to find genuine changes.

medium_what-is-statistical-power.png

small_what-is-statistical-power.png

thumbnail_what-is-statistical-power.png

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About how to correctly calculate the statistical power for testing.

Statistical Power: Definition, How to Calculate & Variables 

What is Statistical Power

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

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

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

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

## What is E-commerce Marketing

Firstly, let's clarify what electronic commerce involves.

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

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

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

## E-commerce marketing tools

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

### Website and SEO

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

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

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

### Advertising

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

**1. Contextual**

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

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

**2. Targeted**

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

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

**3. Banner**

These are pop-up or static banners on websites.

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

**4. Native**

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

**5. Video advertising**

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

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

### SMM

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

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

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

### Email newsletter

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

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

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

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

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

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

### Messengers

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

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

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

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

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

### Content

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

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

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

### AR/VR technologies in e-commerce

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

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

## Strategies for digital marketing in e-commerce

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

### Working on the website

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

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

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

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

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

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

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

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

### Мultichannel marketing

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

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

### Social media

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

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

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

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

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

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

### Personalized offers

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

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

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

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

### The PPC method

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

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

### Promotion through users

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

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

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

### Order tracking

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

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

### Reminder about “Favorites” items

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

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

### Increasing abandoned cart efficiency

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

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

### Personalized offers in the user account

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

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

### Store anniversary

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

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

## Summary

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

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

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

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

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

medium_examples-strategies-of-internet-marketin.png

small_examples-strategies-of-internet-marketin.png

thumbnail_examples-strategies-of-internet-marketin.png

examples-strategies-of-internet-marketin.png

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

Examples & Strategies of Internet Marketing in E-commerce

Internet Marketing in E-commerce: Examples and Strategies

<Img
img="/uploads/image3_1_019c96d686.png"
alt="Seasonal Marketing as a Profit-Boosting Tool"
/>


Demand for products and services isn't always constant. Some items are only purchased during specific seasons, such as sandals in summer, snow tires for cars in winter, or Valentine's Day gifts on February 14th. To maintain consistent sales, marketing strategies must adapt to these fluctuations in demand.


Seasonal marketing campaigns have limited, often very short, durations, making the preparation of such advertising even more critical than usual. Missing the timing or executing incorrectly may result in waiting a whole year for another opportunity.


This article explores the nature of seasonal demand, the advantages of seasonal marketing, and how to launch a temporary advertising campaign, with examples from various brands.


## What Is Seasonal Marketing


Seasonal marketing is the practice of adjusting a brand's advertising activity based on fluctuations in demand throughout the year. During certain periods, consumer activity decreases, while in others, it reaches its peak. Marketers must adapt their campaigns to align with customer behavior to achieve the best results.


Several factors influence demand, including changing seasons and weather conditions (e.g., the transition from warm to cold seasons), holidays, and other events. For example, insect repellents are purchased during the summer, but there is little demand for them in the winter. Similarly, chocolate snowmen and artificial Christmas trees are primarily sold in the lead-up to the New Year.


Seasonality is often categorized into three levels, assessed based on the extent of sales fluctuations.


<Table>
| Degree of seasonality | Percentage of sales drop | Example |
| ------ | ------ | ------ |
| **Moderate** | 10-20% | Such fluctuations in sales are typical for year-round products that are relevant throughout the year, such as household appliances and personal hygiene products. |
| **Vivid** | 30-40% | Seasonal demand often occurs at the beginning of the summer cottage season for construction materials because many people undertake such projects during the summer and spring. |
| **Harsh** | 50-100% | It applies to products that are relevant for a very short period. For example, holiday-themed gifts for Easter, New Year, and similar occasions. |
</Table>


### How to predict future demand for a product


To plan marketing activities effectively, you can calculate a seasonality coefficient to determine which months of the year experience increased or decreased sales.


This coefficient is calculated on a monthly basis using the following formula:

<Img
img="/uploads/season_marketing_formula_b617f3b24f.png"
alt="Seasonality factor formula in sales"
src="Seasonality factor formula"
/>


The result will look like this, for example:


<Table>
| Month | Seasonality coefficient |
| ------ | ------ |
| January | 0,82 |
| February | 0,84 |
|March | 0,83 |
| April | 0,91 |
| May | 1,03 |
| June | 1,15 |
| July | 1,32 |
| August | 1,27 |
| September | 1,03 |
| October | 0,95 |
| November | 0,92 |
| December | 0,93 |
</Table>

To calculate the average sales for a year, you need to sum the quantity of products (or services) sold each month and divide it by 12.

There are more in-depth methods to study demand seasonality. The ratio of the monthly market fluctuations to a year or a period over several years reveals the seasonality index.

## Why is seasonal marketing important

Marketers take the seasonal factor of demand into account to retain or attract more customers for businesses and make them the right [**offers**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it). Fluctuations in periods of buying activity also present opportunities for growth and development.

### What are the benefits of seasonal marketing

**Increased sales** due to a rush for specific products or services when customers have an urgent need. *For example, during a heatwave, there is a higher demand for seasonal services like air conditioner installations.*

Another scenario is the return of a "dormant" [**customer base**](https://altcraft.com/glossary/everything-about-the-customer-database) – people who are already familiar with your brand but are waiting for discounts on seasonal items or are making purchases because the product has become relevant to them. *For instance, someone may have subscribed to a sunglasses store's account in the winter, followed their content, and made a purchase in the summer.*


**Attracting new customers.** When there are shifts in demand from low to high, it becomes easier for businesses to acquire new customers as people are actively seeking specific seasonal products and services.

**Increased brand recognition.** Seasonal fluctuations in demand provide an opportunity for a brand to make a statement and enter the market with its offerings. Special promotions and creative advertising campaigns that set the business apart from others can enhance brand recognition and attract customers through various marketing channels.

## How to create a seasonal marketing campaign

The key rule of seasonal marketing is to prepare in advance. At the very least, start planning several months ahead to go through all the stages without rushing.

Here's what you need to do:

**1. Perform the analysis:**


- Review past seasonal advertising campaigns to identify shortcomings and adopt best practices, including techniques, tools, and platforms. This process is convenient and straightforward, especially if you have a [**customer data platform (CDP)**](https://altcraft.com/en) where all customer data and marketing projects are stored. 

- Understand the audience that purchases seasonal products, including their age, problems, interests, and more. Take into account the feedback provided by customers in the previous season. To create a comprehensive picture, outline your customer's journey. For instance, use tools like [**customer journey maps (CJM)**](https://altcraft.com/blog/stroim-customer-journey-map). 

- Examine user search queries made during past years, especially concerning the months when seasonal demand peaks.

**2. Set objectives, choose campaign dates, and establish evaluation criteria**, typically focusing on return on investment (ROI) to gauge the return on investment.


**3. Develop creative campaigns and determine the discount levels** you are willing to offer. The offers should be enticing and expected, as people are aware of seasonal discounts and often anticipate them.


**4. Select the tools and formats for implementation.** After analyzing past campaigns, you will gain insight into which communication channels are most effective, such as email, [**messengers**](https://altcraft.com/blog/messenger-marketing), or push messages. A creative approach to advertising will set you apart from competitors. Consider launching more than just a promotion; create a game, devise special themed content, or alter the design. Do not be afraid to introduce new tools like dynamic elements in emails or programmatic advertising. Test and select the best options.


**5. Launch the campaign and monitor the results.** Stay updated to make timely adjustments to your advertising efforts.

## Examples of seasonal brand campaigns

The most popular time for seasonal marketing is New Year and Christmas. For example, a nutrition store organized a 12-day promotion with special offers for customers each day.

<Img
img="/uploads/image7_1_4cd558a428.png"
alt="Holiday promotion for customers of nutrition store"
src="12-day promotion for nutrition store customers"
/>

Small online stores that sell handmade gifts do not miss the opportunity to launch sales and giveaways before the holidays when many people are looking for unique gifts at affordable prices. For example, this craft candle shop offers a Valentine's Day giveaway. One of the conditions is to tag three friends. This will attract people to the store based on recommendations from their friends.

<Img
img="/uploads/image10_fb4aea95c3.png"
alt="Example of promo action with a giveaway for St. Valentine's Day"
src="Promo action with a giveaway for St. Valentine's Day"
/>

A home goods store has launched an email newsletter with Easter sale that lasts until the end of the current day. Here, wordplay is cleverly used: "*An EGGsellent idea*."

<Img
img="/uploads/image9_16c55ad61d.png"
alt="Email newsletter with a smart wordplay"
src="Email newsletter with a smart wordplay"
/>

Traditionally, seasonal advertising campaigns often appear during the summer. People purchase items for leisure and update their wardrobes for vacations by the sea. Here, the newsletter informs about the arrival of the summer collection.


<Img
img="/uploads/image1_1_dd6ddbdd2e.png"
alt="Newsletter for summer season from Esprit store"
src="Newsletter for summer season from Esprit store"
/>

Another example of a marketing move for the summer is a summer sale with a discount using a promo code.

<Img
img="/uploads/image8_8394589fe1.png"
alt="Summer sale from a clothes store"
src="Summer sale from a clothes store"
/>

All brands, especially those selling children's and teenage products, hold promotions at the beginning of the school year. For example, here, the brand offers to dress and equip children at reduced prices, providing a $10 discount for every $40 spent.

<Img
img="/uploads/image2_1_6d3713dbdf.png"
alt="Sale at the beginning of the school year"
src="Sale at the beginning of the school year"
/>

Some brands organize seasonal sales for Halloween. These sales typically include thematic souvenirs, gifts, and items with holiday-themed symbols like pumpkins, candles, and witches. For example, in this case, the stationery company Moleskine offers discounts on special limited-edition series of notebooks and planners designed in a Halloween style.

<Img
img="/uploads/image5_f85a88a783.png"
alt="Real example of seasonal sales for Halloween from Moleskine"
src="Seasonal sales for Halloween from Moleskine"
/>

Practically all brands offer their hottest discounts on Black Friday. This is the Friday following Thanksgiving Day. Typically, the period of grand discounts starts in the afternoon on Friday and often lasts not just for one day but through the entire following weekend. During this time, you can buy some items for as little as 10-15% of their previous prices. For example, the company Sephora offers discounts of up to half the price of their products.

<Img
img="/uploads/image6_5ecda003f6.png"
alt="Seasonal marketing from Sephora offering Black Friday discount"
src="Seasonal marketing from Sephora offering Black Friday discount"
/>

## Summary

Seasonal marketing is a response by brands to changing customer activity throughout the year, influenced by factors such as seasonal changes, holidays, and other events. Demand fluctuations can range from moderate to pronounced, with some periods experiencing a significant drop in sales. Marketers need to be able to react effectively and have a well-defined plan in place to capitalize on high customer activity, boost brand recognition, and attract new customers.

Seasonal advertising campaigns are typically planned months in advance and begin with an analysis of past campaigns, the target audience, and user queries during specific months of the year. Evaluation criteria and promotions are developed, often including sales and discounts.

Seasonal marketing adapts to client demand, with advance planning for targeted campaigns, such as promotions, discounts to boost sales and brand recognition.

medium_image3 (1).png

small_image3 (1).png

thumbnail_image3 (1).png

image3 (1).png

Explore the nature of seasonal demand, and how to launch a temporary advertising campaign, with examples from various brands.


Seasonal Marketing as a Profit-Boosting Tool for Brands

Maximize Sales: Seasonal Marketing as a Profit-Boosting Tool

<Img
img="/uploads/kommunikacionnaya_strategiya_626fb0aec3.png"
alt="Communication Strategy and How to Create It"
/>

High sales and brand recognition are impossible without proper communication. Moreover, communication with customers and potential audiences should be regular and consistent. Only in this way will users form a unified brand image and trust will increase.

Companies communicate through online and offline channels, which are managed by different people. Therefore, it is important to establish common rules – a communication strategy to maintain consistency in the style and ideas that the brand conveys. This plan simplifies the work of employees and leads marketing to the desired results.

## What is a communication strategy

A communication strategy is the planning of how a company communicates with its audience to achieve business goals. Through various communication channels, the brand conveys specific information, values, and messages to lead customers to make a purchase, foster greater loyalty, and more.

<Img
img="/uploads/kommunikaczionnaya_strategiya_4af369fffa.jpg"
alt="Build effective communication with target audience"
src="It is important for a brand to build effective communication with its audience. Source: Gettyimages"
/>

A communication marketing strategy addresses specific objectives and aligns with the overall business goals.

**The key objectives of a communication strategy include:**

- Effective interaction with the audience.
- [**Increasing brand loyalty**](https://altcraft.com/blog/customer-loyalty) and recognition.
- Clear communication of information about products and services.
- Boosting company sales.
- Brand image support and prevention of reputation scandals.
- Setting apart from competitors.


Any communication strategy involves working with analytics (market and [**target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) research), brand image development, and engaging with customers through planned channels such as social media, television, outdoor advertising, and others.

## Types of communication strategies

**Communication strategies can be categorized as:**

- **Internal** – This type of strategy focuses on communication within the company, utilizing tools like messaging apps, email, platforms for employee communication, and more. 

- **External** – This encompasses the exchange of information within and outside the organization.

**Based on the perception of the brand, a communication strategy can be further classified into three types:**

**Verbal strategy** includes both spoken and written communication, emphasizing the use of words. Key communication elements in this category include email campaigns, [**messaging app exchanges**](https://altcraft.com/blog/messenger-marketing), video calls, and personal interactions with customers.

<Img
img="/uploads/verbal_brand_positioning_45d39bc9cb.png"
alt="Example of verbal brand positioning by Gail’s Bakery via telling the story of the company"
src="Example of verbal brand positioning by Gail’s Bakery via telling the story of the company"
/>

**Non-verbal strategy** involves communication where words are not used, and meanings are conveyed through body language and tone. It is particularly crucial in video advertising.

**Visual strategy** heavily relies on graphic elements, logos, videos, photos, and may incorporate communication tools from both verbal and non-verbal categories.

The creation of a communication strategy often follows specific formulas.


<Table>
| Formula | Description |
| ------ | ------ |
| **AIDA** (Attention – grab attention, Interest – generate interest, Desire – create desire, Action – call to action) | This is the most well-known model in marketing that first grabs the customer's attention, then arouses their interest, and eventually leads to the desire to buy and the actual purchase. |
| **AIMDA** (Attention, Interest, Motivation, Desire, Action) | The formula mirrors AIDA but adds an extra motivation to make a purchase. These can be various triggers: scarcity, limited time, and so on. |
| **ACCA** (Attention — grab attention, Comprehension — explain the product/service, Conviction — persuade that the client needs to take action (buy/subscribe), Action — call to action) | Another model that resembles AIDA but focuses on argumentation and persuasion. |
| **DIBABA** (Desire - creating desire based on needs, Identification - linking needs to the company's product/service, Damp - pushing the user to take action (make a purchase) and explaining how the company's offer will be beneficial to them, reAction - noting the customer's reaction to the offer, Buy - suggesting a purchase, Atmosphere - creating an atmosphere for the purchase). | Essentially, it's a step-by-step model for selling a product by studying needs and creating the necessary conditions. |
| **4P** (Product - showcase the product, Price - justify the cost, Promotion - market and define positioning, Place - choose sales channels) | It is the formula for the classic marketing mix. |
| **DAGMAR** (which stands for "Defining Advertising Goals for Measured Advertising Results") | According to this model, customers are led through stages of product awareness, comprehension, conviction of the need to purchase, and, in the end, a [**call to action**](https://altcraft.com/blog/what-is-cta). |
| **4A** (Awareness - inform about the product/service, Attitude - shape attitudes, Action - call to action, Action again - motivate repeat purchases) | Here, the emphasis is on customer retention and encouraging them to make repeat purchases. |
</Table>

## How to create a communication strategy

### 1. Analysis

Developing a communication strategy should begin with an analysis of your audience and the competitive environment. It's essential to assess the effectiveness of your current customer communication in existing conditions. This analysis will help you understand trends and identify ways to differentiate yourself. 


**Determine:**

- the state and size of the market;
- your current market position;
- the presence of direct and indirect competitors and their strategies.


At this stage, it's crucial to create detailed profiles of potential customers, including their demographics, interests, values, and what motivates them to purchase your products and services. To simplify this process, create a persona—a specific customer character to whom your brand directs its communication.


### 2. Objectives

Establish the outcomes you want to achieve with your marketing communication strategy. This could include increasing sales, achieving virality (the number of people who have seen your online resources or advertisements), mentions on social media or in the press. 

<Img
img="/uploads/arrow_target_success_concept_jasmin_merdan_f570d6d225.jpg"
alt="Set right goals to increase sales"
src="Setting the right goal is very important when creating a communication strategy. Source: Gettyimages"
/>

A proper objective is measurable and contains specific numerical targets. For instance, "increase conversion by at least 25%." This not only sets a clear target but also defines the resources required to achieve the specified metrics. You can also include additional goals, such as increasing brand mentions by a certain percentage or gaining more social media followers.

### 3. Positioning

During this stage, you formulate the core messages that the company wants to convey to its audience. The messaging should be oriented towards customer values and emphasize the advantages of the product or service. In other words, you determine the positioning of your brand - its place among other companies, products, and its [**unique selling proposition**](https://altcraft.com/glossary/unique-selling-proposition-usp). 

<Img
img="/uploads/Example_of_USP_830057ffdc.png"
alt="Example of USP from a furniture shop Haus"
src="Example of USP from a furniture shop Haus"
/>

A clear company image that is understandable to the users is created and maintained across all resources.


### 4. Timelines and budget

Calculate how much money and time will be required to implement the strategy.

Budget types include:

- Fixed monthly amount that does not change. 

- A percentage of the revenue generated. 

- Residual budget allocated after deducting operational expenses. 

- Flexible budget that is formed based on the needs and complexity of the set goals.

### 5. Media plan

The media plan outlines specific actions and tools for promotion across social media, traditional media, and other resources. It typically details what content is published, on which platform, and at what intervals. Advertising campaigns and their timing are specified, and channels and tools are selected (email marketing, personal sales, banner advertising, etc.). If influencer marketing is part of the marketing campaign, it is included in [**the media plan**](https://altcraft.com/glossary/media-plan-why-you-need-it-and-how-to-create-it).

### 6. Launch and evaluation

Monitor the development of your communication strategy in the field and adjust it as necessary. It's important to analyze the process in real-time to make corrections, eliminate ineffective channels, and ensure that your strategy aligns with your goals. Evaluate the results of your strategy and how well they correspond to your objectives.

**What's important in developing a communication strategy:**

- **Consistency and adherence to the planned approach.** It's a mistake to create a media plan but publish entirely different spontaneous posts. Flexibility is possible, especially when there is [**a newsbreak**](https://altcraft.com/glossary/what-is-a-newsbreak-its-types-and-how-to-create-it), but the overall strategy should be followed.

<Img
img="/uploads/newsjacking_by_IKEA_ffe3b4724b.png"
alt="Example of newsjacking by IKEA, Christiano at Euro 2020"
src="IKEA rebranded its bottle after Christiano Ronaldo removed Coca-Cola from his table at the press conference"
/>

- **Relying on data rather than just experience and ideas.** Creative ideas will emerge during the strategy development process, but it's essential to filter them through market conditions, audience interests (identified in the initial stages of strategy development), and business plans. 

- **Timely error correction.** Any plan, even one based on data, can be flawed and may not yield results during execution.

## Summary

A communication strategy is a brand's plan for engaging with its audience across various channels to achieve specific goals. It is created to increase sales, enhance loyalty and brand recognition, and maintain a consistent brand image.

Communication strategies can be internal (within the company) or external (targeting the public), and they can take the form of verbal, non-verbal, or visual communication. They make use of marketing models such as AIDA, AIMBA, ACCA, DIBABA, DAGMAR, 4P, and 4A.

To create a communication plan with your audience, it's essential to conduct analysis, set goals, determine a budget, select communication channels, and create a media plan. It's also crucial to make adjustments during the process and evaluate the results at the end.

A communication strategy is a plan to convey messages effectively to achieve business goals and enhance brand recognition.

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Develop your communication strategy to maintain consistency in the style and ideas that the brand conveys.

Communication Strategy, Notion and How to Develop It

What Is a Communication Strategy and How to Develop It

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img="/uploads/image2_81af22abe6.png"
alt="2023 Business Roadmap: Strategies for Growth & Success"
/>


While marketers often concentrate on attracting potential customers and converting them into buyers, this approach rarely yields the anticipated results. [**Gartner**](https://www.gartner.com/en/sales/insights/b2b-buying-journey#:~:text=Your%20sales%20reps%20have%20roughly%205%25%20of%20a,Gartner%20guide%20for%20CSOs%20to%20learn%20how%20to%3A) agency has calculated that only 5% of purchases happen directly through the sales department, with clients interacting with companies through marketing channels such as social media, websites, blogs, and press releases.

As a result, the spotlight is on customer engagement and active online presence—these are the ways in which companies can distinguish themselves in the market and stimulate demand for their products or services.


## What is demand generation


When demand is generated, your company becomes well-known, your products and services are sought after, and customers proactively reach out to you for assistance.

**Demand generation** involves identifying potential customers who are unaware of the existence of your product but have a need for it. Your task is to spread information about your company and convince customers that you provide the solution to their problems.

<Img
img="/uploads/image4_f3d3abca36.jpg"
alt="Demand generation: notion, what is it"
/>

For instance, consider a potential customer in need of a CRM system. Your company specializes in developing exactly such a tool. The customer is unaware of your existence, compares solutions on the market, and leans towards purchasing a CRM from a well-known developer. Generating demand for your product means explaining the value of your CRM, highlighting how it differs advantageously from a popular brand.

While working on creating excitement and demand for your product, you simultaneously address several other objectives, namely, accelerating business growth and expanding your consumer audience.

## How demand capture and demand creation differ


The fundamental laws of economics state that demand begets supply. Demand is at the core of any business. The processes of demand capture and demand creation are similar but require different levels of effort and are directed towards different objectives.

Demand capture involves attracting people who are ready to make a purchase – those who have gone through [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel) and are at the final stage. This includes customers closer to the end of the sales funnel. Your goal is to push them towards closing the deal. You don't need to invent anything new at this point since these are individuals who have already recognized the need for your product.

**Marketing strategies for demand capture in the B2B sector might include:**

- **Case studies:** demonstrating that your solutions work.

- **Media coverage:** gaining popularity in mass media ([**reviews**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales), news articles, etc.) to convince consumers that your brand and products are valued by society.

- **Own resources:** a well-designed website, a social media presence, containing detailed information about your product, its functioning, price, and comparisons with other products in the market.

The demand capture process is closely tied to how a person has interacted with the product in the past. A positive experience is more likely to lead to conversion.

When it comes to demand creation, the first step is to identify the problem of the [**target buyer**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) and answer how your company can solve it. Unlike demand capture, the process of demand creation involves customers in the top and middle parts of the funnel. It's particularly important to learn how to create demand for lesser-known and specialized companies.

<Img
img="/uploads/image5_a6bdca4de7.jpg"
alt="Marketing strategies to capture demand"
/>

**For demand creation, the following marketing strategies are used:**

- Increasing brand awareness through mass media, paid advertising, and PR.

- Building educational resources: blogs, in-depth posts on social media, informative articles.

## Crafting an efficient demand generation strategy
### Explore the market and audience


When you begin exploring the market, pay close attention to your competitors. Examine who comprises the target audience of your competitors, the products and services they offer, their pricing strategies, and the marketing approaches they employ. Answering these questions will help you identify your own advantages and refine your target audience.

Once you've defined your target audience, delve into understanding them. Demographic characteristics, interests, behaviors, needs, and preferences are all essential. Conduct surveys, organize focus groups, and analyze social media purchase data. Based on the collected information, segment your target audience. This will enable you to gain deeper insights into each group and tailor your strategy to meet their needs.

Regular [**surveys**](https://altcraft.com/blog/customer-satisfaction-survey-mistakes) are necessary since consumer preferences change rapidly. Gather feedback from customers to provide personalized offerings.


### Create a unique selling proposition


You should first understand and then communicate to consumers the value of your offering. To achieve this, define what makes your product or service unique. It could be instant delivery, high availability, or exceptional efficiency. Which attribute of your product will attract the most customers?

<Img
img="/uploads/image3_c8bdb65347.jpg"
alt="Unique selling proposition to engage customers"
/>

Devise a memorable call-to-action phrase. Your proposition should be clear and appealing. If you have the opportunity, test the proposition on real customers. Make adjustments if necessary based on the actual results obtained.

### Develop a marketing strategy

Outline a range of marketing channels that you intend to utilize to attract customers. These can encompass social media platforms, targeted or native advertising, PR campaigns, and [**influencer marketing**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy).

Remember: only post high-quality content on any platform. Strive to be proactive and anticipate the needs of potential customers. This strategy works well, as many consumers gather information online before engaging with a seller. Position yourself as an expert in the digital realm. This approach can foster a trustworthy relationship with customers right from the start.

[**Diversify your content**](https://altcraft.com/glossary/content-marketing-what-is-it-for-and-how-to-launch-it). Your audience includes those who are frequent users of your products or services, first-time visitors, and even those who are unaware of your existence. Your content should engage each group. Address frequently asked questions in your publications to save time during customer interactions.

Allocate a budget for your marketing strategy. Don't exhaust all your resources in a single promotional channel; an omnichannel approach is more effective. At this stage, it's essential to determine the resources needed to achieve your goals and identify where to acquire them.

Utilize marketing metrics and KPIs to assess the effectiveness of your actions. Analyze the results and make timely adjustments to your marketing plan.

### Drive demand stimulation


Harness promotions, discounts, lead magnets, promo codes, and other marketing tactics to stimulate demand effectively.

Craft an enticing [**loyalty program**](https://altcraft.com/blog/customer-loyalty-program) to make working with you even more rewarding for repeat customers. For others, this can serve as an incentive to engage with your company more frequently. Common loyalty program features include accumulating points, increasing discount tiers, or granting access to exclusive offers. Referral programs are also valuable for rapid scaling: customers refer friends and receive bonuses in return.



<Img
img="/uploads/image1_4e2b7099a2.jpg"
alt="Loyalty program to attract buyers"
/>

### Care for all your customers


Not all leads you attract will immediately convert into buyers. However, it's unwise to discount potential customers who didn't make a purchase right away. You've already invested time and resources into drawing them in, so why not continue engaging with them? It's entirely possible that they'll be interested in trying your product in the near future.

To nurture customer relationships, marketing teams should collaborate with sales departments. This way, your company can comprehensively influence potential customers. Maintain communication through email campaigns, extend holiday greetings, and make personalized offers to stay engaged with them.
## Summary

As you've gathered, successful businesses engage with every stage of the sales funnel. Significant results are achieved by those who strike a balance between lead generation and demand creation. This approach ensures that the company's influence touches all leads, from the beginning to the end of the funnel.

In this article, we've outlined general steps for crafting a demand generation strategy. Since each business is unique, adapt these recommendations to fit your goals and objectives.

Successful businesses balance lead generation and demand creation across the sales funnel, achieving comprehensive influence from start to finish.

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Discover how thriving enterprises strategically navigate the sales funnel, achieving remarkable outcomes through a delicate dance between lead generation and demand creation.


2023 Business Roadmap: Strategies for Growth & Success

2023 Business Roadmap: Thrive and Succeed

<Img
img="/uploads/programmy_loyalnosti_ad78c49ba6.png"
alt="Exploring Loyalty Program Options: Examples & Cases"
/> 


75% of customers choose companies that [**offer them bonuses**](https://www.zippia.com/advice/customer-loyalty-statistics/#:~:text=Customer%20Loyalty%20Statistics%20by%20Consumer%20Opinions&text=56%25%20of%20customers%20will%20stay,for%20a%20better%20loyalty%20program.). Additionally, 43% of the audience spends more money on brands to which they are loyal. Therefore, developing a loyalty program is a crucial aspect of marketing in various businesses. Retailers, marketplaces, cafes, restaurants, airlines, online services, and more build relationships with their audience through bonuses and other privileges.


Discounts, points accumulation, and cashback are offered to customers to motivate them to stay with the brand longer and make repeat purchases. A well-designed loyalty program also involves personalized offers, increasing the chances of conversion. 
In this article, we will discuss the various types of customer loyalty programs and provide examples from well-known brands.
## What is a loyalty program


Loyalty programs are a set of marketing methods designed to retain brand customers and motivate repeat purchases. They are used to build strong relationships with the audience, attract new customers, increase conversion rates, and average transaction value.


A well-developed loyalty system is also necessary for [**personalizing offers**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) to customers. This approach sets the company apart from competitors, especially if the program is unique and easy to understand.


The development of a marketing strategy should include customer loyalty programs as a crucial element. These programs strengthen the brand, cultivate a fan base, and create repeat customers. To join the bonus system, individuals need to register by providing their last name, first name, phone number, email, date of birth, and so on. Participants are issued a physical or virtual card.


## Types of loyalty programs


The essence of [**a loyalty program**](https://altcraft.com/blog/customer-loyalty-program) is to provide significant benefits to the customer. This is accomplished through various methods that depend on the business's objectives and capabilities.


What types of customer loyalty programs exist:


<Table>
| Type | Description |
| ------ | ------ |
| Discount programs | The customer receives a card with a fixed or cumulative discount. |
| Points-based programs | After a purchase, the user gains the opportunity to accumulate points (bonuses). The mechanics vary; often, one bonus equals one unit of currency, but there can be other combinations. Additionally, the brand determines the percentage of the total bill that can be paid using these accumulated points. |
| Cashback programs | Returning a portion of the money from a purchase back to the customer. Brands provide cashback to the user's account, which can be used for other purchases within the same company. In the case of banks, cashback can be used for any goods and services. |
| Promo codes | The customer receives a promo code via email after fulfilling the loyalty program's conditions. Typically, this requires spending a specific amount or making a repeat purchase within a designated timeframe. |
| Tiered programs | The more a customer purchases, the higher their status becomes. Each new level represents an increase in discount, new privileges, and so forth. |
| Partner programs | Several brands create joint loyalty programs. For instance, bonuses are accumulated in the online store of Company A but can be spent at the cafes of Company B. There's also an umbrella program where services under one brand are unified into a single loyalty system. |
</Table>




[**Loyalty enhancement programs**](https://altcraft.com/en/features/loyalty-programs) are categorized as either closed or open. To join an open bonus system, one simply needs to register and provide their information. For a closed system, a condition must be fulfilled, such as being invited by a current member or making a payment (either a one-time purchase of a loyalty card or a monthly fee). In return for this, individuals are granted additional benefits, like access to exclusive sales, free shipping, and more.


## Loyalty programs: examples from brands

### Alaska Airlines: Mileage Plan


Alaska Airlines' loyalty program, known as Mileage Plan, is a well-regarded program in the airline industry. It offers travelers a range of benefits and rewards, including earning miles based on the distance flown rather than just the ticket price. This unique approach allows passengers to accumulate miles more efficiently, leading to various perks such as free flights, seat upgrades, and access to partner airline services. Mileage Plan's partnership with a diverse array of airlines and businesses expands its attractiveness, making it a compelling option for frequent flyers seeking value and flexibility.




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### Uber Rewards

Uber Rewards is Uber's loyalty program designed to provide added value to its frequent riders. By accumulating points through eligible rides and Uber Eats orders, users can unlock different membership tiers – Blue, Gold, Platinum, and Diamond – each offering escalating benefits such as priority support, flexible cancellations, and even price protection on certain routes. This program aims to foster customer loyalty and incentivize riders to continue using Uber's services, while also enhancing the overall user experience through exclusive perks and rewards.


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### Expedia Rewards

Expedia Rewards is a loyalty program tailored for travelers who frequently use Expedia for booking flights, hotels, and other travel services. With each booking, members earn points that can be redeemed for discounts on future travel reservations or other eligible purchases. The program offers three membership tiers – Blue, Silver, and Gold – each with escalating benefits like access to exclusive deals, bonus points, and potentially even free upgrades. Expedia Rewards aims to enhance customer engagement and encourage repeat bookings by offering tangible rewards and personalized travel experiences.



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### Ben & Jerry’s: Flavor Fanatics

The Flavor Fanatics reward program by Ben & Jerry's is designed to delight ice cream enthusiasts and foster brand loyalty. This program allows customers to earn points for every purchase, which can then be redeemed for free scoops, merchandise, or even exclusive event invitations. By catering to their customers' love for their products, Ben & Jerry's creates a sense of community and engagement, encouraging fans to not only enjoy their ice cream but also participate in a rewarding experience that goes beyond the treat itself.

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img="/uploads/image4_879ac3681e.png"
alt="Flavor Fanatics reward program by Ben & Jerry's"
/>

### The North Face: XPLR Pass


The North Face's XPLR Pass is a loyalty program tailored for outdoor enthusiasts. By signing up for XPLR Pass, customers gain access to a variety of benefits such as exclusive discounts, early product releases, and invitations to special events. The program emphasizes engagement with the brand's outdoor ethos, encouraging members to participate in challenges and activities to earn points that can be redeemed for rewards. XPLR Pass not only fosters customer loyalty but also aligns with The North Face's adventurous spirit, creating a strong sense of community among outdoor enthusiasts.


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### Designer Shoe Warehouse: DSW VIP

DSW VIP is Designer Shoe Warehouse's loyalty program designed to cater to shoe and fashion enthusiasts. Members of the DSW VIP program enjoy various benefits such as earning points with every purchase, receiving birthday rewards, and gaining access to exclusive sales and events. The tiered structure of the program allows members to progress from Gold to Elite status, unlocking increasing levels of perks and rewards. By offering a personalized shopping experience and attractive incentives, DSW VIP encourages customer loyalty and keeps shoe lovers engaged with the brand.


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### The Body Shop: Love Your Body Club

The Love Your Body Club by The Body Shop is a loyalty program tailored for skincare and beauty lovers. Members of the Love Your Body Club enjoy numerous benefits, including earning points with every purchase, receiving a birthday gift, and gaining access to exclusive promotions and events. The program's focus on ethical and sustainable practices aligns with The Body Shop's brand values, resonating with conscious consumers. By offering rewards that align with their commitment to cruelty-free and environmentally-friendly products, the Love Your Body Club fosters brand loyalty while also encouraging positive shopping choices.




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### Hugo Boss Experience

Hugo Boss Experience is a loyalty program crafted for fashion enthusiasts who appreciate the brand's high-quality offerings. Members of the program receive exclusive benefits such as personalized styling advice, early access to collections, and invitations to VIP events. The program's emphasis on providing a tailored and elevated shopping experience resonates with Hugo Boss's premium image. By offering unique perks that cater to their discerning customers, the Hugo Boss Experience program aims to strengthen customer loyalty and maintain a strong connection with their fashion-savvy audience.




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### Lancôme Elite Rewards

Lancôme Elite Rewards is a loyalty program designed to engage beauty enthusiasts who value luxury skincare and cosmetics. Members of the program are treated to a range of exclusive benefits, including earning points on purchases, receiving personalized beauty consultations, and gaining access to limited edition products. The program's focus on personalized skincare advice and premium rewards aligns with Lancôme's commitment to enhancing their customers' beauty routines. By offering tailored experiences and coveted rewards, Lancôme Elite Rewards aims to foster brand loyalty and provide an elevated beauty shopping experience.




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### IKEA Family

IKEA Family is a loyalty program tailored for home and furnishing enthusiasts who frequent IKEA stores. Members of the IKEA Family program enjoy a variety of benefits, including special discounts, product offers, and even free coffee during store visits. The program's emphasis on providing value and savings aligns with IKEA's affordability and practicality-focused brand image. By offering perks that resonate with their target audience, the IKEA Family program aims to build customer loyalty and enhance the overall shopping experience for those seeking stylish yet budget-friendly home solutions.


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## Summary


Loyalty programs are a set of marketing tools that retain customers, motivate repeat purchases, and establish ongoing communication with [**the target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it). Within the context of loyalty systems, users are granted bonuses, cashback, provided with consistent or temporary discounts, and sent promotional codes. Customers use these benefits for new orders from the brand or at other locations as stipulated by the program, while the company collaborates with partners.


Brand loyalty systems can be either open (available to all and free) or closed, where entry is possible only through payment or upon fulfilling certain conditions.

Loyalty programs are marketing strategies for encouraging repeat purchases by offering discounts, rewards, and exclusive perks based on customer engagement.

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Discover how businesses are weaving a tapestry of rewards and discounts to keep clients coming back for more. Unveil the strategies behind building lasting connections with brands.

Exploring Loyalty Program Options: Examples & Cases

Exploring Loyalty Program Options: Captivating Cases

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

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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

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Customer Data Platform

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