Interesting and useful articles about marketing, our product and online communications

Tips for Digital Marketing & Sales in Altcraft Blog

We’ll send you a guide 

with 26 strategies for
automating marketing via email.

Our experts will guide you in maximizing the effectiveness of Altcraft Platform for achieving your goals.

Elevate Your Business 
to a New Level

By continuing to use our site, you consent to the processing of cookies that ensure the proper functioning of the site.

Download documentation

Thank you!

Feel free to ask us any questions. Our experts are


Ask our expert 

ready to answer them during business hours.

Anti-Spam policy

Blog

Contacts

Support

Partners

Pricing

Privacy Policy

Why Altcraft

Page not found

Help Center: Guides on How to Use Altcraft Platform

Personal data policy

Privacy Policy
and personal data policy

Request a demo | Fill Out the Form | Altcraft Platform

Get Started With Altcraft's Software

Why business chooses Altcraft

processing of personal data

You can ask us your questions. Our experts are ready to answer them within the working day.

What else 
would you like to know?

How to set up a tracking pixel

What is a loyalty program

How to create a customer database

How to manually import customer data

You may be interested

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

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

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

## What is ATL in marketing

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

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

**Types of ATL campaigns:**

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

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

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

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

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

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

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

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

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

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

### Disadvantages of ATL

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

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

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

## What is BTL in marketing

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

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

**Types of BTL campaigns:**

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

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

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

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

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

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

### Advantages of BTL

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

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

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

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

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

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

## What is TTL in Marketing

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

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

**Examples of TTL campaigns:**

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

## Summary

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

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

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

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

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

atl-btl-ttl.png

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

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

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

<Video url="https://www.youtube.com/embed/pAHHRcTC-rE?si=Uw7agHTQdU24gyRq" />

One of the key trends in modern marketing is the focus on omnichannel strategies and personalization. To enhance loyalty and retain customers, businesses are increasingly prioritizing their needs, offering targeted solutions. Communication is becoming more structured, with a growing reliance on data analytics.

Strategies aimed solely at constantly acquiring new customers are being replaced by CVM marketing—an approach focused on increasing the value of each individual customer. This strategy often proves more profitable than managing a customer database without detailed segmentation and personalization.

In this article, we will explore what customer value management is, how this strategy is implemented in the digital era, and why effective CVM requires the use of management systems.

## CVM: what it is and how it is applied in marketing

CVM is a marketing concept focused on increasing the long-term value of each customer. It involves segmenting the customer base according to their value to the business. Communication is structured to enhance the value of each segment and improve customer relationships.

The CVM (Customer Value Management) approach has been known since the second half of the 20th century but has gained popularity only recently. In the digital era, new communication channels have emerged, and the volume of customer data has increased. Marketing campaign costs across various channels have risen, and in this context, CVM marketing helps businesses find effective and cost-efficient ways to engage their audience.

### Advantages of CVM for modern marketing:

**A way to stand out among competitors.** CVM is a comprehensive approach that involves targeted customer engagement and a detailed study of their needs. Predictive data analytics is also applied to anticipate how the preferences of the target audience will evolve in the future. This approach strengthens the business’s position against competitors and provides additional advantages in the fight for customers.

**Budget optimization.** Not all communication channels or marketing efforts yield results, and it is often challenging to identify ineffective sources, especially in attribution models that consider only the last touchpoint (last click) before conversion. Customer value management involves detailed audience segmentation and an analysis of actions and channels that do not deliver results or are less effective. This helps avoid unnecessary marketing budget expenses.

**Increased customer loyalty.** Customer value management focuses on addressing the customer’s needs both in the product and in interaction methods. Loyalty technologies based on CVM adapt to each customer, improving their relationship with the company and motivating them to return.

**Revenue growth.** A targeted approach, personalization, and reduced marketing expenses contribute to increased profits.

## Metrics for CVM

To enhance customer value, it is essential to track metrics that reflect loyalty levels and generated revenue. Therefore, the following metrics are used in CVM marketing:

**Customer Lifetime Value (CLV):** This metric calculates the total revenue generated by a customer over their lifetime interaction with the company. It helps determine how valuable a customer is to the business and whether the marketing communication expenses are justified.

[**Retention Rate**](https://altcraft.com/blog/retention-rate-how-to-calculate) **(RR):** This metric indicates the percentage of users who return to the product or make repeat purchases within a specific time frame. It reflects how effective the customer retention system is.

**Average Revenue Per User (ARPU):** This metric shows the average revenue generated by a single user during a given period. It is used to forecast future profits and evaluate the effectiveness of sales-influencing channels.

**Churn Rate:** This is the percentage of customers who have stopped interacting with the company. It helps identify underperforming communication channels and unsuccessful campaigns.

**Net Promoter Score (NPS):** This is a consumer loyalty index that indicates how satisfied customers are with the company's service and products, as well as their willingness to recommend the brand to others.

## How technology is changing the approach to CVM

The first step toward the evolution of CVM was the introduction of CRM systems in the late 1980s and early 1990s. At that time, companies began consolidating customer data into a single system. With the advancement of technology in the 2000s, it became possible to track the entire customer journey and even predict their actions. Businesses came to understand that retaining existing customers is often more cost-effective than acquiring new ones. As a result, today’s forward-thinking companies focus on enhancing loyalty and deepening personalization.

Technological advancements are transforming the CVM approach. The volume of customer data, expectations for service quality, and the speed of interactions are all increasing. As a result, marketing is evolving alongside new IT tools.

## Technologies used in CVM

**Big Data and data analytics** enable deeper insights into customer behavior trends and preferences, playing a key role in creating precise offers and successful marketing strategies. Predictive analytics, in turn, provides the ability to adapt the business to future customer needs.

**Artificial intelligence and machine learning** process vast amounts of data, a task that even an entire team of marketers could not accomplish. These technologies allow businesses to respond quickly to customer actions and automatically tailor offers to their needs. For example, algorithms generate advertising messages customized for individual users based on their behavior and preferences.

**Marketing automation** simplifies repetitive and routine processes, speeds up communication, and improves customer segmentation—one of the core principles of CVM. Machines handle these processes faster and more accurately than humans. Moreover, automation reduces the likelihood of errors that could impact customer loyalty.

**Personalized campaigns** boost customer engagement and increase conversion rates compared to mass messaging. Their implementation relies on demographic and behavioral data, which digital tools can automatically collect.

<Img
img="/uploads/personalized_newsletter_c24ee20624.png" 
alt="Example of a personalized email from Sephora"
src="Example of a personalized email from Sephora"
/>

**Trigger campaigns** help retain users and guide them through the customer journey. Automated messages triggered by customer actions serve as timely reminders (e.g., about an abandoned cart) or provide updates (e.g., about order status). This approach increases conversion rates and strengthens customer loyalty.

[**Chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) speed up customer communication by being available 24/7 and resolving issues without operator assistance. AI-powered versions can fully interact with users, contributing to increased loyalty and retention.

<Img
img="/uploads/chat_bot_example_88a3b7a96c.png" alt="chat-bot-example.png"
alt="Example of a chatbot in the Domino's Pizza app"
src="Example of a chatbot in the Domino's Pizza app"
/>


## How to implement CVM in your marketing

The CVM approach is not feasible for all businesses, as its implementation requires a customer base of at least ten thousand users. A company must leverage various marketing channels (not necessarily all), such as push notifications, email campaigns, SMS, and messengers.

CVM also demands resources: a team of marketers, analysts, data experts, and IT tools, which are essential for collecting and processing large volumes of data.

### What is needed to implement CVM

1. **Set a goal.** Define the key metrics and outcomes your company aims to achieve with CVM. 

2. **Collect customer data and segment it.** Analyze the value of customers to the business by calculating the key metrics used in CVM. 

3. **Develop a plan** to increase customer value through available channels and tools. Use personalization, campaigns, and other forms of interaction. 

4. **Execute campaigns.** Utilize marketing management software, such as CRM, CDP, email campaign services, and more. 

5. **Analyze results** to adjust the strategy or improve future campaigns.

## CRM or CDP for implementing CVM

While the CVM approach traditionally relied on CRM systems, more functional alternatives have emerged today in response to market demands. It is crucial for a marketing system to collect and process information, as customer value management is data-driven.

**Let’s compare two popular tools for CVM:**

<Table>
| | CRM (Customer Relationship Management) | [**CDP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp) (Customer Data Platform) — Software that collects, analyzes and manages customer data. |
| ------ | ------ | ------ |
| Data | Collects information about all points of interaction with customers within the sales funnel, including calls, correspondence with managers and mailings. | Accumulates user data from all possible sources, combining them into a single profile for further analysis and use. |
| Customer journey | Partially defined: only from the moment of interaction with the company. | Full, because actions are tracked even before communication with the business: on the website, in the app, and so on. |
| Loyalty | Applicable to improving customer experience because all stages of the sales funnel and interactions within it are tracked. | Customer behavior is explored based on extensive data, which improves communication and increases the accuracy of personalized offers. |
| Omnichannel | + | + |
| Analytics | Based on historical data. | Can process data in real time. |
</Table>

In the context of CVM, the choice between using CRM and CDP depends on the scale of the business and its specific needs. Additionally, these systems can be integrated, providing the opportunity to gain a more comprehensive view of customer data.

### Advantages of using Altcraft CDP for implementing a CVM strategy

The platform not only handles the collection, processing, and storage of data from various sources but also includes tools for customer communication. Information is consolidated into a unified profile, which serves as the basis for creating personalized offers.

It also supports the principle of micro-segmentation, which is essential for managing customer value. Customer groups can be divided based on demographic characteristics, geodata, actions across different channels, purchase categories, and other parameters.

<Img
img="/uploads/segmentation_in_the_altcraft_platform_b3c4f3be0e.png"
alt="Example of audience segmentation by geolocation in Altcraft Platform"
src="Example of audience segmentation by geolocation in Altcraft Platform"
/>

Omnichannel marketing is implemented on the platform, allowing messages to be sent via email, SMS, Push, and messengers from a single interface. Real-time analytics provide instant access to data. 

<Img
img="/uploads/communication_channels_altcraft_platform_77b92a95fc.png"
alt="Channels for sending messages in Altcraft Platform"
src="Channels for sending messages in Altcraft Platform"
/>

Automation of mailings and personalization increase customer engagement and drive sales growth. On average, online sales increase by [**30%**](https://altcraft.com/en/features/cdp), and repeat purchases rise by [**49%**](https://altcraft.com/en/features/cdp).

[**Altcraft Platform**](https://altcraft.com/en) is a universal solution for simple and centralized management of customer value.

## Summary

CVM is a marketing strategy focused on increasing the value of each customer throughout the entire interaction period. This approach optimizes marketing budgets, saves resources, enhances user loyalty, and boosts company revenue.

Modern technologies such as Big Data, AI, machine learning, marketing automation systems, trigger mailings, and chatbots are used to manage customer value. These IT tools help process large volumes of data, personalize offers, and speed up communication.

The CVM approach requires management systems that enable the collection and processing of customer data. In this process, CRM and CDP systems play a key role and can be used either independently or in integration.

CVM boosts customer value via data-driven personalization, modern tech like AI, and tools like CRM/CDP to optimize budgets and enhance loyalty.

cvm-difinition.png

About what customer value management is, how this strategy is implemented in the digital era, and why effective CVM requires the use of management systems.

CVM: Definition, Technologies, Pros & Metrics for It

Customer Value Management (CVM): How Technology is Transforming Loyalty

<Video
url="https://www.youtube.com/embed/4yx-qf6h0uY?si=GY1xnRBiOzdIj6XO" 
/>

As technology advances, the number of channels for promoting products and services increases. Brands are actively expanding their offline and online presence, choosing suitable strategies to achieve results. Among these strategies, multichannel and omnichannel marketing stand out.

These terms may seem like the same thing, referring to promoting a brand on several platforms. However, despite their similarities, they are different approaches with unique features, advantages, and disadvantages.

In this article, we’ll explore what omnichannel and multichannel marketing are, so you won't confuse them anymore. We’ll also look at the pros and cons of each strategy and help you understand which one to choose to achieve your business goals.

## Omnichannel marketing

An **omnichannel strategy** refers to marketing communications with customers through different but interconnected channels. The user can easily switch between online platforms and even offline locations, with information about their actions being retained, so there is no need to restart the interaction. In other words, the principle of omnichannel marketing is a seamless transition between digital channels for the user.

*For example, a customer places an order on an online store but doesn't complete the purchase. After some time, they receive an email about the abandoned cart, using the email address provided during registration.*

*Or, a person visits a physical store, scans a QR code to learn more about a product, and later adds it to their cart in the mobile app. They then receive a notification about the purchase via push notifications.*


<Img
img="/uploads/dunkin_donuts_push_e6504540cb.png"
alt="Dynamic content use case: delivery app notifications"
src="Image Source: Sendbird.com"
/>

Omnichannel marketing works by collecting data on the customer: their activities, orders, characteristics, and even the devices they use. Information from websites, social media, email, marketplaces, and other resources is gathered on a unified platform. This could be a CDP, where customer profiles with full data sets are created. From there, businesses can send email campaigns, SMS, push notifications, and other forms of user engagement.

<Note>
For more details on omnichannel marketing, see our article "[**Omnichannel, Its Benefits for Businesses & Implementation**](https://altcraft.com/glossary/omnichannel-its-benefits-for-businesses-and-implementation)."
</Note>

## Multichannel marketing 

**Multichannel marketing** is the communication with an audience through multiple channels at once: email, push notifications, SMS, social media, traditional media, and others. The key feature of this strategy is that the messages received by the customer on different platforms may not overlap and convey unrelated information.

*For example, a user might see an ad on social media about a discount on home goods in an online store. Meanwhile, an email marketing campaign announces the start of a brand contest, and an SMS informs them of a new store opening nearby.*

Multichannel marketing is used to reach a broad audience, and this strategy is not focused on an individualized approach but works with specific audience segments.

## Omnichannel vs multichannel marketing: the difference

<Img
img="/uploads/omnichannel_and_multichannel_marketing_e2a545dd03.jpg"
alt="Omnichannel and Multichannel Marketing: Pros & Cons, Difference"
src="Image Source: CCBill.com"
/>

The goal of both strategies is to lead the customer to a purchase or another action. However, omnichannel and multichannel marketing differ in several key aspects.
<Table>
| | Omnichannel marketing | Multichannel marketing |
| ------ | ------ | ------ |
| **Personalization** | High level. Historical data about customers is collected, and individual offers are made through the channels most convenient for the user. Marketing tools are tailored to the buyer. | Absent or minimal. Campaigns often work on the "everything to everyone" principle with minimal segmentation. The focus is on reaching a broad audience rather than personalizing for each customer. |
| **Focus** | Omnichannel communication sells to the customer — it adapts to the specific needs, preferences, and behaviors of the individual. | Multichannel strategy primarily sells the product or service, emphasizing benefits and advantages. |
| **Channel consistency** | Omnichannel is designed for long-term relationship building with the customer and increasing loyalty. | Multichannel marketing is launched quickly (compared to omnichannel) and focuses on immediate sales and audience reactions. |
| **Time to implement** | Omnichannel is designed for long-term relationship building with the customer and increasing loyalty. | Multichannel marketing is launched quickly (compared to omnichannel) and focuses on immediate sales and audience reactions. |
| **Costs** | For channel consistency, a data collection system (platform) is required, which needs to be set up and maintained. Therefore, implementation is more expensive due to the use of IT tools and the services of highly qualified specialists. | Since there’s no need for extensive data processing, the cost of this approach won’t be as high as with omnichannel. The main expenses will be for the platforms used for sending messages and paying the marketer’s salary. |
</Table>

## Omnichannel and multichannel: pros and cons


There is no perfect approach between the two. Each has its strengths and weaknesses that must be considered when working and choosing a strategy.

### Multichannel marketing

**Advantages:**

- **High audience reach in a short period.** The idea of multichannel marketing is to be everywhere — engaging as many channels as possible. Content is posted on various platforms, increasing the chances of reaching the target audience. 

- **Increased brand recognition.** When a brand is present everywhere, it becomes noticeable to the audience. On a larger scale, it can even become a household name, as happened with Xerox and Pampers. Multichannel marketing, paired with the right strategy, can elevate a brand to this level. 

- **Simplicity of implementation.** Many communication services are intuitive and don’t require special knowledge. Therefore, a small team or even a single marketer (depending on the scale) can launch and maintain the process.

**Disadvantages:**

- **Lack of** [**personalization.**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) This means the brand is essentially guessing whether it will meet the client's needs or not. There's a risk that all promotional efforts will be in vain. Additionally, inconsistency between channels can sometimes frustrate customers, complicating communication. 

- **Unpredictable results.** Without personalization, it's unclear if the [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it) will appeal to the client. The company then operates on guesswork, trying to find the right communication approach, which costs time and money.

### Omnichannel marketing

**Advantages:**

- **Trust and high loyalty.** This type of marketing is customer-focused and takes into account their needs for products/services. Users respond better when they feel cared for, and they trust the brand more. Trust is also reinforced by the consistency of visual and communication styles across different channels. Users recognize and remember them, helping the brand maintain its reputation. 

- **Improved customer experience.** Seamless communication and the preservation of customer activity history make purchasing and interaction with the company easier. This creates a positive experience and encourages customers to return again and again. 

- **Increased sales.** Personalization combined with convenient communication simplifies the conversion process. The customer is more likely to make repeat purchases and become a loyal client, resulting in stable revenue for the company.

**Disadvantages:**

- **Implementation complexity.** To make omnichannel marketing work, multiple communication channels must be coordinated, large amounts of data collected, and content adapted for each platform. This requires highly skilled professionals and enough time to set up and maintain the strategy.
While omnichannel marketing demands more effort, the results justify the time and financial investment. Convenient CDP systems, such as [**Altcraft Platform**](https://altcraft.com/en), help simplify omnichannel marketing by gathering customer data from various sources into a unified profile. Based on this information, communication across multiple channels can be personalized. With Altcraft Platform, omnichannel marketing becomes easier. 

- **Cost.** Implementing omnichannel marketing requires more tools and possibly hiring a team of employees, significantly increasing the budget for marketing and technical specialists who ensure the system's stability.

## Omnichannel and multichannel marketing: which to choose

When analyzing the pros and cons of both approaches, it may seem like omnichannel is always the better choice, but that’s not necessarily true. Depending on business goals and budgets, different options can be suitable.

Multichannel marketing is ideal for companies with limited resources and is beneficial at the start of a business or a new product/service launch. In such cases, customer data is either lacking or very minimal. To achieve quick results, a strategy of fast messaging across all marketing platforms is chosen.

Multichannel marketing is also used for specific advertising campaigns and testing hypotheses about the effectiveness of different channels and content.

Omnichannel marketing is the path for customer-centric brands that prioritize user needs and build their strategies around them. This approach is also useful for companies ready to grow and develop, while wanting to control and predict that growth through data collection, integration, and analysis.

Omnichannel marketing benefits brands that need to connect offline and online sales points into a single, transparent system. This allows them to see the entire customer journey and improve their experience at each stage.

## Summary

Multichannel and omnichannel marketing are similar concepts that are often confused. In both cases, communication happens across multiple channels, but there are differences. Multichannel marketing involves the uncoordinated use of platforms for promotion. Messages do not consider the customer’s previous experience, and this strategy is aimed at quick sales. In omnichannel marketing, all channels are aligned, the transition between them is seamless, and personalization is present. However, this approach requires more investment and effort.

Multichannel marketing is suitable for businesses with limited budgets and those in the early stages. Omnichannel marketing is chosen by customer-focused companies that want to improve their service and connect all channels into a unified profile. Both strategies are versatile and can help boost business performance.

Multichannel uses multiple uncoordinated channels for quick sales, while omnichannel aligns all channels for seamless, personalized customer experience.

omnichannel-blog.png

About what these strategies mean, what are the pros and cons, and which one to choose to achieve your business goals.

Omnichannel and Multichannel Marketing: Pros & Cons, Difference

Omnichannel and Multichannel Marketing: What's the Difference

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



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

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

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

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

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


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





### The purposes of pop-ups include:

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

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

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

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

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

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


## How to create a proper pop-up

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

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

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

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

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

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

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

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

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



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

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

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

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


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


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


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





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


## Examples of pop-ups 

### Promotional pop-ups

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


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





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

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




### Pop-ups with lead magnets

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

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



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



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


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



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


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



### Informational pop-ups

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


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





### Subscribe to the newsletter

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


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




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


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






### Callback request, registration forms, etc.

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

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


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





## Summary

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

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

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

Pop-ups.png

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

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

<Img
img="/uploads/loyalty_program_trens_in_2022_a7fe7a8f10.jpg"
alt="Customer Loyalty Program Trends For 2022"
/>

Building customer loyalty is the key to driving repeat business, increasing profits, and developing a customer base of long-term, satisfied clients. A well-designed loyalty program can help you build brand loyalty and increase the lifetime value of every customer.

Yet, many programs fail to take off because they're not relevant to their intended audience. Customer loyalty will likely fall when you offer subpar reward programs that fail to meet the target group’s needs or expectations. Some people like getting discount coupons, others love free gifts, while some customers prefer to get early or exclusive access to new products or services.

It’s up to you to understand your customers and tailor your loyalty program strategy accordingly.

Let's break down the loyalty program trends that will shape 2022 and the coming years so you can build better relationships with your customers.

## 1. Gamify the Shopping Experience

As far as loyalty program trends go, gamification is leading the pack by a considerable margin.

By definition, gamification is the incorporation of game design elements, like point scoring, leaderboards, and competition with others to non-gaming contexts. As a marketing strategy, it can be used to create an immersive, engaging, and fun experience for your customers. Gamification works exceptionally well as a tiered loyalty program where customers have to earn a certain number of points to move up a level.

When you gamify a loyalty program, it creates an incentive for customers to interact regularly with your brand. They provide a sense of accomplishment by associating each repeat action that’s valuable to your business with a reward. As a result, customers’ purchase more frequently, spend more money, and are more likely to use their loyalty points to get rewards.

Gamification helps to [**grow brand awareness**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya) and loyalty while increasing user engagement. Plus, it creates an interactive community around your brand that’s key to growing your business.

Duolingo is a good example of how to use gamification in loyalty programs. The app has a free and paid version. In the free version, the user has only five hearts. If during the day he makes five mistakes, he will have to postpone classes until tomorrow. This way, they encourage users to upgrade to a paid Duolingo Plus version. 

<Img
img="/uploads/duolingo_gamification_0a21f22030.png"
alt="Duolingo gamification"
/>

## 2. Make It Mobile

As dependency on mobile devices increases, so do the opportunities for mobile-based loyalty programs. [**Mobile apps**](mobile-app-as-a-marketing-channel) allow you to track in-app customer activity and reward them accordingly. Through advanced analytics, you can understand your customers better to deliver more personalization and increase your sales.

When designing mobile loyalty programs, do not limit your rewards to purchases. The purpose of a loyalty program is to show customers that you care about them. For this reason, design your loyalty to focus on participation so customers can feel valued.

<Img
img="/uploads/subway_3ef9c5d271.png"
alt="Subway loyalty program"
src="Subway loyalty program"
/>

## 3. Focus on Multiple Touch Points

Developing a mobile loyalty program is a crucial step towards creating an [**omnichannel loyalty program**](omnichannel-vs-multichannel) that offers consumer rewards for any actions taken on any channel – online, in-app, in-store, or otherwise. An omnichannel program covers all touchpoints, whether customers promote a product on social media, leave an in-app review, or refer a friend via email.

Hybrid loyalty programs are the future and the key to prolonged customer engagement. Merge scannable loyalty cards with digital avenues to create a seamless experience for consumers. Your loyalty program should be adaptable, no matter how your customer chooses to engage with you.

## 4. End-to-End, Customized Loyalty Programs

Consumers want to choose how and when they engage with their favorite brands. End-to-end loyalty programs offer both traditional points-based programs and subscription loyalty programs, where customers opt-in by paying a membership fee to access enhanced benefits.

An end-to-end loyalty program creates a complete loyalty ecosystem that incentivizes new and repeat customers. Point-based systems allow new customers to experience all the benefits you have to offer with a low barrier to entry, while a premium loyalty program provides loyal customers with a VIP experience that keeps them hooked to your brand. Such programs emphasize the value of loyalty without alienating those who aren’t familiar with your brand.

## 5. Amazing Experiences Remain Essential

Going forward, customers expect personalized experiences from companies, be they a social media giant or a small business. Consumers are inundated with thousands of marketing messages every day making it challenging to break through the noise. One way you can do that is through [**loyalty partnerships**](customer-loyalty-program). For instance, developing a product line with an influencer or another brand will expand the reach of your brand and create new engagement avenues like contests, sweepstakes, and rebates.

Also, there’s an increasing demand for authenticity and social justice, which means customers are more likely to work with brands that have a conscience. By incorporating a charitable or sustainable aspect to your loyalty program, you can increase brand loyalty and attract customers whose views align with your values. It’s a great rewards program for small businesses that allows you to build a loyal, engaged community while creating opportunities to partner with other like-minded brands.

## The Future of Customer Loyalty Programs

For the next few years, the leading loyalty program trends will focus on mobile apps, paid memberships, and gamification.

Most loyalty professionals recognize the importance of getting actionable insights to predict consumer behavior. After all, the key to executing successful loyalty programs lies in hyper-personalization and creating frictionless omnichannel customer experiences.

Let's break down the loyalty program trends that will shape 2022 and the coming years so you can build better relationships with your customers.

loyalty program trens in 2022.jpg

Top 5 Customer Loyalty Program Trends to Watch in 2022

Customer Loyalty Program Trends For 2022

<Img
img="/uploads/telegram_v_biznese_f662aed4e8.jpg"
alt="Telegram for business"
/>

[**52% of the Russian Internet audience**](https://www2.deloitte.com/content/dam/Deloitte/ru/Documents/technology-media-telecommunications/russian/mediaconsupmtion-russia-2021.pdf) use Telegram and [**500 million people**](https://telegram.org/faq#q-who-is-telegram-fork) around the world use the messenger every month. Telegram is the second most popular messenger after WhatsApp, but it is currently catching up with the competitor. In October 2021, Telegram [**grew by 70 million**](https://t.me/durov/170) users per day due to WhatsApp and Facebook outage. In the same year, Telegram became the most popular app in 50 regions of Russia. 
 
Speed, simplicity and security are considered to be the advantages of the messenger not only by regular users. Using Telegram for business is convenient and profitable: it is free and its functionality meets the needs of many companies. Telegram as a corporate messenger, cloud storage and a tool for communication with customers are just some of its features. In this piece, you will learn how to use Telegram for business purposes.

## What is Telegram

Telegram is a free cloud messenger developed by the founder of VKontakte Pavel Durov and his brother Nikolai. It is popular in Russia, in the CIS countries, China, India, Iran and some other counties. The app emerged in 2013 and was called Telegraph. It is based on MTProto encryption technology, which increases the degree of data protection. Telegram works on mobile devices and in the desktop version with instant synchronization.

Private and group chats are not the only features of Telegram. The following features are available:

- voice messages and broadcasts in the groups;
- video calls and video messages;
- file sharing (documents, audio, video, archives);
- secret chats that can be deleted after a certain period of time;
- channels.

The messenger was blocked by Roskomnadzor in Russia in 2018. It happened due to the refusal to provide the encryption keys to FSB. However, in 2020, the restrictions were lifted, and Telegram became legal again.

## Telegram audience

The core audience of Telegram is users from 25 to 34 (30,6%), all other age groups are approximately equal. Except for teenagers, only 7,7% of them use Telegram. In other words, the audience of this messenger is quite adult.

More men than women (only 39%) use Telegram. As for the fields of activity, IT representatives predominate in this messenger (77%), 22,5% are engaged in manufacturing and 10,6% are engaged in the sales business. Marketers, specialists from the fields of education, healthcare, finance and others also use Telegram. 46% of Telegram users are employees, 11% of them are executives. There are few business people in Telegram — only 5%. There are more self-employed people and freelancers - 15%.

Telegram is used by an educated audience: 60% of users have a higher education, a quarter of them continue to study, for instance, at graduate school. About 11% of users are university students.

The audience of the messenger is solvent. Every fifth Telegram user earns more than 90 thousand rubles a month. Therefore, Telegram is a promising platform for sales and product promotion.

## Telegram tools for business

### Channels

Channels distinguish this messenger from its competitors. A telegram channel is a feed that consists of text messages with emojis or attached media files. Comments and polls are also available in channels. Subscribers get [**push notifications**](mobile-marketing-101-push-notifications) about new posts.

There are [**more than 300 thousand channels**](https://tgstat.com/) in the Russian-speaking segment alone. The most popular channels are news ones. 82% of users read news in Telegram. 43% of users are subscribed to channels connected with their fields of activity, 59% of users consume entertainment content and the same percentage is the audience of political channels. 55% of users use the messenger for educational purposes.

Some people promote their business in their channels, others order advertisements in bigger channels.

### Group chats

Group video calls and file sharing are available to a Telegram group chat users. Two-way communication distinguishes group chats from channels: each user can write a message to the chat, while in the channel users can only leave comments (if this option is enabled). In group chats, users can respond to a specific person or mention them using @.

**Types of Telegram group chats:**

- **Basic** - up to 200 users, each of them can add new members and edit a group description.
- **Supergroups** more than 200 people in the chat. A group admin assigns roles and sets restrictions on user activity. Such groups are convenient to use as business chats or channels of communication with a group of customers.

### Bots

[**Telegram bot**](updates-telegram-bot-facebook-ads-manager) is a Telegram chat that responds to certain actions of users and automatically provides the necessary information. Simple bots perform only one function. For example, they can check texts, put spaces, search for music, etc. More complex bots communicate with users and answer their questions. Bots are an alternative to mobile apps for companies. It takes fewer business resources to develop them, and users do not need to install one more app on their smartphones. Robots will take over communication with customers and even place orders with payment.

<Gallery>
<GalleryItem
original="/uploads/mephbot_accf530afc.png"
thumbnail="/uploads/mephbot_accf530afc.png"
description="Telegram bot"
/>
<GalleryItem
original="/uploads/skeddy_fd1994ab30.png"
thumbnail="/uploads/skeddy_fd1994ab30.png"
description="Telegram bot"
/>
</Gallery>

## Advantages of Telegram for business

Telegram is suitable for internal business needs and for working with customers. Business advantages of the messenger:

- Free use without limitations.
- Fast speed of information delivery to other users and colleagues.
- Channels and groups are easy to create.
- Automation of some work processes by bots. No need to create separate apps.

### How to use Telegram within a company

Telegram chat is a replacement for a paid corporate messenger. 41% of users communicate with colleagues in Telegram. This messenger is also suitable for chats with customers.

Sharing and storing files in Telegram is also an advantage for business. There are several file categories in the messenger: media, documents (and files of other formats), links and voice messages. It simplifies the search inside the chat.

### How to use Telegram to work with customers

**User support**

Telegram support is an addition to email and phone communication or a replacement for it.

Pros of such a channel:

- Speed — it's faster to send a message in Telegram than communicate via email. There is no need to waste time during a phone call: a specialist will answer when the problem is solved.
- Automation bots distribute requests and answer standard user questions.
- 24/7 support — bots work instead of employees during non-working hours.
- It is easy to share files: the user takes a photo or makes a video and immediately sends it to support. So the problem may be solved faster than over the phone.

### Telegram channel instead of a corporate blog

The advantage of a Telegram channel is that the user does not need to create a certain layout as in a blog or a website. This messenger is suitable for short notes. There is an extended version called [**Telegraph**](https://telegra.ph) that allows users to post articles. It is a simple text tool using which one can insert photos and videos into the text. If you add a link to some post from Telegraph to a channel or chat, users will be able to read this text in messenger.

A Telegram channel can act as an additional tool for a company's blog: the user can post short versions of blog articles, main points of articles or announcements with a link to the main blog. Posts in channels are similar to social media posting. However, there are certain pros and cons.

- Disadvantage: posts have no organic growth, only subscribers of the channel can see them.
- Advantage: there is no «smart» feed that sometimes does not show posts to the users. Channel subscribers can see all posts.

### Newsletters

Dozens of requirements have to be met in email and SMS newsletters in order not to get into [**the list of spammers**](how-to-send-millions-of-emails-and-avoid-spam-filters). In Telegram, everything is simple — no layout is needed, no restrictions on stop words in texts, and communication is free. Telegram newsletter options for business:

- company and industry news;
- information about promotions and discounts;
- user order statuses;
- event reminders and other information.

### How to send out newsletters via Telegram

Manual method. However, it takes a lot of time. You will have to enter contact information yourself and use third-party analytics systems to check the effectiveness of your campaigns. The solution to this problem is sending out your newsletters via omnichannel platforms.

[**Altcraft Platform**](/en) aggregates all user data from different sources and collects analytics from available channels. The platform is compatible with bots and Telegram groups. Send information to users individually via a bot or to a certain segment of customers using a group. In a few clicks, you can create a message for a broadcast, regular or trigger newsletter. You can add a bot to your group or channel.

Send text messages, photos, audio and video files, gif images, documents to Telegram via Altcraft Platform. Also, add buttons with a link to your website.

## Telegram for sales

A Telegram channel is the same as content marketing. You post content for your subscribers and embed advertising of your product in it. If a company develops its channel, it gets a community of [**loyal audience**](customer-loyalty).

Advertising a company's products through other channels is another way to sell via Telegram. There are two types of advertising: direct (when you approach channel owners) and official targeted messenger ads, which emerged in 2021.

Telegram ads are short messages marked «Sponsored». However, a company must have at least two million euros on its account to join Telegram advertising network.

### Autofunnels in Telegram

Autofunnels are automated newsletters for warming up users and selling products: core and additional. They usually start with a lead magnet — a free product to get which users leave their contact information and allow newsletters. Then users receive emails (messages) that depend on their activity. Autofunnels in Telegram work via bots.

### Telegram bots and channels as a business

A promoted channel generates income from advertising. A telegram bot itself, which performs certain functions instead of a person (e.g. sends messages at the right time, collects tasks and feedback), can act as a product.

*Example. Eddy Travel chatbot helps users find hotels, explore tours and search flights. The bot is powered by Skyscanner and attracts free referral traffic to the service website.*

<Img
img="/uploads/eddy_travels_3537c38734.png"
alt="Eddy travel bot"
/>

## Conclusion

Telegram is a promising ever-growing platform for business. Adult, educated and solvent audience uses the messenger. The following Telegram tools are available for business: bots, channels and groups for both internal needs of companies and communication with users.

Telegram user support speeds up problem solving and simplifies communication. The bot will answer frequently asked questions, record a request or inform a specialist about the customer's question.

Sales in Telegram are usually conducted through newsletters, autofunnels with bots and content-marketing channels that replace corporate blogs. There is also an advertising function in Telegram to promote your product: direct through channel owners and official targeted ones.

Learn how and why to use Telegram for business. What audience prevails in the messenger, its advantages and tools.

telegram-v-biznese.jpg

Telegram as a corporate messenger, cloud storage and a tool for communication with customers are just some of its features.  In this piece, you will learn how to use Telegram for business purposes.

Telegram for Business: Advantages and Tools of the Messenger

Telegram in Business: How to Use Messenger Tools to Increase Sales

<Img
img="/uploads/Omnichannel_vs_Multichannel_854eb0a5f6.jpg"
alt="Omnichannel vs Multichannel"
/> 

Marketing communications in the digital age evolve by the day. Getting and retaining customers is all about providing a great customer experience from first interaction throughout the buyer's journey. Today, consumers wield all the power, and with just a quick skip, swipe, or scroll, they determine whether a brand stays relevant or not.

As marketers explore strategies to drive the right kind of engagement online, one critical discussion that always comes up is whether they should opt for multichannel or omnichannel marketing. But, there's one thing everyone can agree on: consumers expect a quick and seamless experience across all digital marketing touchpoints.

That said, let’s discuss multichannel vs. omnichannel marketing to determine which of the two can provide a better customer experience. After all, great customer experience yields a competitive advantage.

## Omnichannel vs. Multichannel – What is the Difference?

«Multi» suggests «many» while «omni» suggests «all». However, the fundamental difference between multichannel and omnichannel marketing has little to do with whether you’re engaging customers in several [**touchpoints**](marketing-attribution-models) or all touchpoints as they move down the sales funnel. Rather, it has to do with integration.

In multichannel marketing, the goal is to guide a consumer towards a particular goal. It focuses on getting them from one stage of the [**buyer's journey**](stroim-customer-journey-map) to another by sending a standard message through individual channels. Let's say you're issuing a promo discount code for new users; multichannel marketing involves you advertising the same promo code on several channels like your blog, social media pages, and email newsletter.

Multichannel marketing segments direct and indirect customer interactions. Direct communications are where the company proactively reaches out to the customer through direct mail or message. Indirect interactions include content pushed through blogs, websites, or social media.

Even though the marketing channels belong to the same entity, they’re inherently isolated from one another. Each channel works in a silo, with its own strategy and goals. As a result, brands that rely on multichannel marketing tend to run into miscommunication and style inconsistencies between channels.

For customers, multichannel marketing can create a confusing, impersonal experience that leaves them feeling frustrated.

Now, unlike multichannel marketing, omnichannel marketing has the customer at the center. It involves the seamless integration of branding and messaging across all touchpoints to create a more impactful customer experience. An omnichannel communication platform allows customers to determine how they’ll interact with your brand by offering:

- A consistent, identifiable brand voice
- [**Personalized messaging**](/features/personalization)
- Content that is informed by past interactions with the brand

In other words, marketers take a step back and let users define the journey for themselves – but the trip is tailored to their likes and preferences. For example, a user might get an email announcing a new product that goes perfectly with another they'd previously bought. Instead of relaying the same message through other channels, your strategy might involve offering them a [**promo code**](/features/loyalty-programs) for that exact product on Twitter and having them see a video of someone using the product on Facebook.

In both cases, the goal is to get customers to take a desired action (using a promo code). The difference is in the journey options you provide.

<Table>
| **Multichannel marketing** | **Omnichannel marketing** |
| ------ | ------ |
| Reach a user through a maximum number of channels | Gives users a seamless experience across every channel | 
| Brand is on every channel, but each channel may have different messaging | No matter which channel is used, the message is consistent |
| Doesn’t use the advantages of using multiple channels in tandem | Must be used with analytics to individualize experience to each user’s needs |
| Fragmented, inconsistent experience | Seamless, consistent experience |
</Table>

## So, Which Is The Better Option?

Brands that choose multichannel marketing do so for one reason; it's pretty straightforward. All you need is one main message and a call to action. However, this can be alienating to customers as it doesn't take their needs, preferences, or stage in the sales funnel into consideration.

An omnichannel customer experience could be the brand differentiator you need. An [**omnichannel marketing platform**](/features/omni-channel-marketing) nurtures leads and user engagement by offering audiences a diverse set of messages, incentives, or buying options, bringing the following benefits:

- **A better user experience** – Omnichannel communication focuses on the individual customer experience instead of the channel. It allows for a cohesive customer experience no matter how or where a customer reaches out.
- **Increased revenue** – Focusing on omnichannel customer engagement ensures a seamless experience for shoppers, making them more likely to buy from you.
- **Creates a consistent brand image** – Integration means you can create a cohesive brand strategy and identity across all channels, which leads to increased loyalty as customers will trust your brand more.
- **Better attribution data** – With omnichannel marketing automation, you'll be able to identify which channels work best for your brand and when customers are more likely to engage with you on their journey. Such data can be used to improve brand strategy and build more targeted campaigns.

<Img
img="/uploads/omnichannel_marketing_facts_6f9ee5c0d6.jpg"
alt="Omnichannel marketing facts"
/>

## Support Customer Engagement Across Every Channel That Matters

Customer experience is an asset to your brand – make it work for you. As mentioned, many brands opt for multichannel marketing because it's easier to execute. But, if you're looking to captivate and engage your customers on all channels, you have to leverage insights and create messages tailored to their interests and where they are on their journey.

The [**Altcraft**](/en) omnichannel marketing automation platform allows you to do this and more. You can create more targeted, effective campaigns and put your customers' needs front and center. Use data insights to drive campaigns and aid in journey planning, all while executing effective omnichannel communications from one place.

Altcraft also provides game-changing marketing automation workflows enabling you to take a more targeted approach towards marketing. You can implement various marketing processes like working with customer loyalty, cart abandonment reminders, and welcome emails. This way, you can easily create consistent yet personalized marketing messages across all channels.

Let’s discuss multichannel vs. omnichannel marketing to determine which of the two can provide a better customer experience.

Omnichannel vs Multichannel.jpg

As marketers explore strategies to drive the right kind of engagement online, one critical discussion that always comes up is whether they should opt for multichannel or omnichannel marketing.

‎Omnichannel vs Multichannel: Which Is The Better Option?

Omnichannel vs Multichannel: Which One Should You Choose?

![The-new-Clubhouse-social-network .jpg](/uploads/The_new_Clubhouse_social_network_3048e631f4.jpg)

In the last week of January 2021, more than a million people joined a new social network — Clubhouse. Even the fact that the only door into it is a special invite didn’t stop them. Users began to ask for invites from friends and to buy at various sites. Now we’re going to tell you why this social network caused such a sensation and how to use it in your marketing strategy. 

## What is Clubhouse

Clubhouse is a new social media whose users communicate with each other only by voice messages. As mentioned above, you can become a member only by a unique invite.

Сlubhouse consists of «rooms» and «clubs» of interest, where people communicate in real time. By the way, there is no recording of conversations — it’s forbidden by the service rules.

Every person signed up for Clubhouse has the opportunity to create a public «room» for a conversation on any topic. After that, his subscribers receive a notification with an offer to join the conversation — kind of a ticket to read Clubhouse. Then the same offer is sent to subscribers of those who have just joined. This is how a chain is triggered and brings new participants to the «room».

In a chat room, all people are divided into speakers and listeners. Each participant can speak, «raising his hand». If the user has created discussions in the «rooms» three times, he can launch his own «club». However, his registration requires the approval of the app moderators. «Rooms» in a Clubhouse can be public, private, or available to members of a specific «club».

<Gallery>
<GalleryItem
original="/uploads/Clubhouse_room_58e86cc502.png"
thumbnail="/uploads/Clubhouse_room_58e86cc502.png"
description="Clubhouse room"
/>
<GalleryItem
original="/uploads/Calendar_with_scheduled_discussions_on_Clubhouse_7b142de22f.png"
thumbnail="/uploads/Calendar_with_scheduled_discussions_on_Clubhouse_7b142de22f.png"
description="Calendar with scheduled discussions on Clubhouse"
/>
</Gallery>

The popularity of Clubhouse shot straight through the roof after Elon Musk and Mark Zuckerberg joined it. When the Tesla founder popped up in a Clubhouse room, he brought this audio-based social media app a lot of attention and a great number of new users. 

Russia is one of the five countries where Clubhouse is gaining momentum right now, and it doesn’t matter that app downloads have dropped 3.5 times lately, and registrations — 17 times. 

<Img
img="/uploads/Number_of_Clubhouse_downloads_in_different_countries_907334a6cd.jpg"
alt="Number of Clubhouse downloads in different countries"
src="Clubhouse downloads in different countries"
/>

## How Marketers Can Use Clubhouse in Their Business

Marketers could not just ignore the excitement around the Clubhouse. The specialists drew attention to the new social network and came up with some ideas on how to use it in their marketing strategy. So, how to use Clubhouse and benefit from a popular app:

### 1. Create your own club community

If you are a professional in a particular field, start a club and expand your sphere of influence. Create conversations on hot topics and give people valuable information. This way, you’ll never have to ask how to get people to join your club. They will look forward to your new content, so you'll acquire the reputation of an expert before you know it.

All this let a large number of people know about you, and those people can turn into [**loyal customers**](customer-loyalty). By the way, don’t forget to collaborate with colleagues to develop business relationships.

<Img
img="/uploads/Clubhouse_club_81215a2778.png"
alt="Clubhouse club"
src="Clubhouse club"
/>

### 2. Follow the news in your industry

Join the rooms of influential figures or competitors in your industry and listen to what they’re telling about. This will make you one of the first who knows about trends and let you stay on top of the news or even spy on rivals' ideas.

### 3. Announce product release

As soon as you get an audience wide enough, use Clubhouse to announce the top news of your company.

For example, you are planning to release a new product. Create a room and talk about the features and benefits of the product. If you do this, you can not only stimulate interest but also get potential buyers.

Have you decided to change suppliers? Share with your audience why you’ve done this. It is a good way to demonstrate your brand values.

### 4. Get user reviews about your company

Feedback plays an important role in a marketer's job. By relying on customer feedback, you can make your marketing strategy more flexible, so feel free to create a separate room and listen to the opinion of consumers about a product, service or a new idea. The point is you don't have to wait long for feedback: you just get it instantly.

### 5. Communicate with investors

If you are just planning to start your own business, Clubhouse can be the very place where you meet investors and establish business connections. Don't miss this social media opportunity.

## Cons of Clubhouse

Like any social network, Clubhouse has its drawbacks. Every user should be aware of them if he wants to understand whether the platform is right for him or not.

**Firstly**, there is no content moderation in Clubhouse. Users have already encountered people who insult listeners and provide misleading information. On February 8, it resulted in a ban on the social network in China, where it was initially unallowed, but local residents got around that ban. In addition, the National Commission on Informatics and Liberty has launched an investigation against the social network. There is some evidence Clubhouse violates European law.

**Secondly**, the app is only available for Apple iPhone, so now owners of Android smartphones can’t use it.

**Thirdly**, deaf and hard of hearing users are deprived of the opportunity to use this social network. Since Clubhouse is an audio-based app, people with hearing impairments will not be able to participate in the conversation.

**Fourth**, hackers managed to hack the application several times and get access to audio files in order to upload them to third-party platforms. Web security experts have already sounded the alarm about the vulnerability of the Clubhouse system.

<Note>
Recently, we’ve published an [**article**](how-to-win-the-data-battle-in-today-world) in our blog where we talked about the importance of data protection and two laws that cannot be ignored when it comes to this topic — the European GDPR and the American CLOUD Act. Recommend you to take a look.
</Note>

**Fifthly**, Clubhouse has worthy opponents — they look more reliable and inspire more trust. For example, Twitter launched its new voice chat service — Spaces. Now it’s kind of a test, but by April it will be available to all users.

<Img
img="/uploads/Twitter_Space_e2e3f2adc7.png"
alt="Twitter Audio Spaces"
src="Twitter Audio Spaces"
/>

Telegram made its move as well. Now in groups and channels, administrators can create a voice chat and a main chat at the same time. The great thing is the audience does not need to agree on the time of the chat: the voice chat will always be open to them.

<Video
url="https://www.youtube.com/embed/uOUVw13xiEo"
/>

## Conclusion

Will Clubhouse be able to become a worthy player in the market or will major competitors stop its growth? Anyway, the success of the social network is impressive, and at the very least, it needs to be monitored. The next steps of those who created the app will show us in which direction it will move. If the direction is straight up, the companies that have already joined the platform will get a head start on their competitors.

In this article, we'll tell you about the pros and cons of Clubhouse and give some practical tips on how to use this new social media in marketing.

The-new-Clubhouse-social-network .jpg

We'll tell you why the new social media platform Clubhouse is breaking the Internet and how to use it in your marketing strategy.

How Marketers Use Clubhouse In Their Marketing Strategy

What is the New Social Media Platform Clubhouse and How to Use It in Marketing

uzum-case.png

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

bnb-bank-kejs-v-menyu.png

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

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

Interesting and useful articles about marketing, our product and online communications

Don't forget to subscribe to our Blog