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url="https://www.youtube.com/embed/6CU7hYcmu7o?si=crHYAcxZej35AxQ9"
/>

The Altcraft team keeps developing the platform's functionality. Today, we'll discuss the latest updates: importing products to the Market from a product feed, combined profile capture in scenarios, and Viber integration through MTS OmniChannel.

## Product Import to Market from Product Feed

Users can now set up synchronization of product and SKU data in the Market with their product feed data. This feature eliminates the need to upload a new YML file every time changes occur in your feed. The platform will automatically update the data in the Market according to the specified schedule. This import helps synchronize your online store's data with data in Altcraft Platform.

<Img
img="/uploads/product_import_to_market_858816c79f.jpg"
alt="Product Import to Market"
/>

To activate product import, click "Market" and choose "Scheduled product import." Provide the link to your product feed. If your file requires authorization, create a connection. Then, choose a schedule. You can also select additional import options if needed.

<Img
img="/uploads/schedule_product_market_6157276217.jpg"
alt="Scheduled Product Import"
/>

After the first run, the import history and information about the added products will be displayed in the table below. You can also view the status and number of errors that occurred during synchronization.

<Img
img="/uploads/status_and_number_of_errors_a1e7b82747.jpg"
alt="Synchronization"
/>

Full instructions for using scheduled import are available in the [guide](https://guides.altcraft.com/en/user-guide/market/products/feed-import/).

## Multiple Profile Capture in Scenarios

The latest update lets you capture profiles based on multiple conditions within a single scenario. This means you can handle different customer login situations without needing to create separate scenarios for each one. Each scenario can now include up to 10 conditions.

<Img
img="/uploads/multiple_profile_scenarios_5f86ee6a33.jpg"
alt="Multiple Profile Capture in Scenarios"
/>

Scenarios now provide statistics on captured profiles, including individual statistics for each condition. This feature allows you to analyze capture data from various business points.

For more information on configuring scenarios and their elements, please refer to the [guide](https://guides.altcraft.com/en/user-guide/automation-scenarios/9407058/).

## MTS OmniChannel Integration

A new provider for sending messages to Viber has been added — MTS OmniChannel. To connect Viber integration, go to the "Integrations" section in the main menu, choose the type — Viber. Select the provider for sending messages and follow the instructions. See the [guide ](https://guides.altcraft.com/en/user-guide/communication-channels/76808933/) for more on integration.

<Img
img="/uploads/mts_omnichannel_integration_aef4e622c9.jpg"
alt="OmniChannel Integration"
/>

## Conclusion 

In this article, we have briefly described the new features of Altcraft Platform. We recommend that you try it out as soon as possible. Our team will continue to improve the product to enhance your marketing strategies.

The Altcraft Platform marketing automation platform has regular updates. In the new article, read about product import to market from product feed, combined profile capture in scenarios, and MTS OmniChannel integration.

updates.png

New tools have been introduced in Altcraft. In the article, we talk about the integration with MTS OmniChannel, import to market from product feed and more.

Updates of Altcraft Platform: Import from Product Feed and Combined Profile Capture in Scenarios

Altcraft Platform Updates: Product Import to Market and MTS OmniChannel Integration

<Video
url="https://www.youtube.com/embed/J3hjHssSZ1A?si=M-Cpm4tBjpXY98fX"
/>

## What is ROMI?

**ROMI, or Return on Marketing Investment**, is a metric used to evaluate the effectiveness and profitability of marketing campaigns or activities.

It shows whether the investments generate revenue. The uniqueness of ROMI lies in its focus specifically on marketing investments, not on general investments.

The formula for calculating ROMI varies depending on the specific conditions and goals of the campaign. Typically, ROMI is calculated as follows: first, subtract the marketing costs from the revenue generated, and then divide this result by the marketing costs. The metric is expressed as a percentage.

**ROMI formula:**

<Img
img="/uploads/romi_formula_d3107781a2.jpg"
alt="ROMI formula"
/>

**Example of calculating ROMI in practice:**
*ROMI = (revenue $200,000 from the marketing campaign – costs $50,000 on the marketing campaign) / costs $50,000 on the marketing campaign = 3 or 300%.*

## How ROMI helps advertising strategy

Knowing ROMI gives an understanding of whether you are incurring losses or making a profit compared to the amount spent on marketing. You can also calculate the earned amount.

Additionally, it helps in planning the marketing strategy for the next quarter. It is recommended to review the metric every three months.

<Img
img="/uploads/romi_in_marketing_strategy_planning_cc9d566731.jpg"
alt="ROMI in marketing strategy planning"
/>

It is essential to determine the effectiveness of current efforts and their impact on your company in the future. You can allocate time more wisely and increase the productivity of the marketing team. Or direct resources where they will be most productive.

Return on Marketing Investment is considered good if it is above 100%. This indicates that the money invested in marketing generates profit.

### Who should pay attention to ROMI

ROMI is a metric that various business stakeholders should pay attention to:

**1. Marketers.** They evaluate the effectiveness of campaigns and other marketing activities. This helps them understand if the chosen strategies are profitable, make data-driven decisions, and allocate resources wisely.

**2. Executives.** They determine the overall efficiency and profitability of the marketing department. With ROMI, they justify marketing budgets and identify the priorities of different activities. ROMI also shows the impact of various campaigns on the organization’s financial performance.

**3. Finance department.** They focus on ROMI to assess the profitability of marketing investments and how it aligns with the organization's financial goals. ROMI helps in proper budget allocation and tracking effectiveness.

**4. Business owners and leaders.** ROMI provides insights into how effective marketing efforts are in driving company profits. Through ROMI, they evaluate the overall strategy and determine investments in activities.

**5. Stakeholders and investors.** They need to understand the effectiveness of marketing campaigns as it impacts the financial performance and growth of the organization. Through ROMI, they assess the contribution of the marketing department to the company's profitability and market position.

## ROMI for short-term and long-term effectiveness

### Short-term effectiveness

It provides insight into how marketing campaigns and other initiatives instantly impact profit. By comparing the revenue from a specific campaign with its costs, marketers evaluate short-term profit and the effect of their efforts. This way, they analyze which campaigns bring quick results and adjust their strategies accordingly.

*For example, a company launches a short-term advertising campaign during the holiday season, spending $10,000 on ads. This brings in $30,000. The ROMI for this campaign is: ($30,000 - $10,000) / $10,000 = 2 or 200%. This means that for every dollar invested, the company earned $2 in profit in the short term.*

### Long-term effectiveness

By tracking the impact of ongoing investments over an extended period, marketers determine the success of long-term strategies aimed at increasing revenue and customer acquisition.

*For example, a company invests in brand positioning and customer retention programs throughout the year, spending a total of $500,000. By the end of the year, the company's revenue increased by $2 million. The ROMI for this long-term marketing strategy is: ($2,000,000 - $500,000) / $500,000 = 3 or 300%. This indicates that for every dollar invested, the company earned $3 in profit over the year.*

Considering ROMI for both short-term and long-term effectiveness, marketers gain a comprehensive understanding of the efficiency and profitability of their marketing activities.

## ROMI compared to other marketing metrics

ROMI provides valuable insights into the financial impact of marketing activities on company profits by calculating the return on marketing investments. However, it is important to consider other metrics to get a full picture of marketing effectiveness.

ROI, CAC, CPL, CLTV, and conversion rate—all these metrics offer additional perspectives on various aspects of marketing performance. By analyzing multiple metrics, marketers can make informed decisions, optimize strategies, and allocate resources efficiently.

Let’s compare ROMI with other marketing metrics, highlighting their unique features and how their combination helps assess marketing effectiveness.

### ROMI vs ROI

**ROMI (Return on Marketing Investment) and ROI (Return on Investment)** are interrelated metrics used to evaluate the financial performance of marketing efforts, but they differ in focus:

- ROI is a general financial metric that measures the total return generated from any investment, including marketing. 

- ROMI calculates the return specifically on marketing investments.

<Note>
How to calculate ROI? Why is this metric important for businesses? Read the article "ROI: What It Is and Who Benefits from It."
</Note>

### ROMI vs ROAS

**ROAS (Return on Advertising Spend) and ROMI (Return on Marketing Investment)** are metrics for measuring the effectiveness of marketing efforts, but they focus on different aspects of performance.

- ROAS is a metric used in online advertising to evaluate the revenue generated from advertising investments. It measures the efficiency of specific advertising campaigns by calculating the revenue per dollar spent. 

- ROMI is a broader metric that encompasses all marketing investments, not just advertising spend.

<Note>
For more details on the differences between ROI, ROMI, and ROAS, read the article [**"What is the Difference Between ROI, ROMI and ROAS."**](https://altcraft.com/blog/roi-romi-roas-difference)
</Note>

## Advanced approaches to ROMI

Understanding ROMI leads to creating a more sophisticated strategy than relying solely on ROAS and ROI metrics.

It's important to know that not all investments are equal. Sometimes, it's essential to understand how different marketing goals perform in terms of profitability.

In one of his books, Rex Briggs introduced the term ROMO (Return on Marketing Objectives) to encourage marketers to use different metrics for various tasks. Not all of these tasks are profit-related; some focus on brand awareness or perception.

It is possible to break down ROMI calculations by campaign or by where these campaigns are in [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel) (top-of-funnel activities like social media tags or organic website traffic; bottom-of-funnel activities like sales and conversions).

## Frequently Asked Questions: ROMI

### 1. Why is ROMI becoming a popular metric among marketers?


ROMI measures marketing effectiveness comprehensively, enabling better resource allocation and budget optimization. It requires justifying marketing expenditures and is easily calculated using digital tools.

### 2. How often should ROMI be analyzed?

The frequency of ROMI analysis depends on various factors: goals, business nature, and campaign duration.

For short-term activities, ROMI can be analyzed weekly or monthly to capture fleeting trends and adjust strategies promptly.

For longer-term marketing efforts, quarterly or annual ROMI analysis is suitable.

### 3. In which industries is ROMI more important?

ROMI is valuable across different industries and sectors. For example:

1. Retail companies often invest significantly in marketing to attract traffic, increase sales, and strengthen [**customer loyalty**](https://altcraft.com/blog/customer-loyalty). 

2. Consumer packaged goods (CPG) companies heavily rely on marketing to promote their products, enhance brand popularity, and boost sales. 

3. Telecommunications companies invest substantial resources in marketing to acquire new customers, retain existing ones, and promote services. 

4. In the financial sector, marketing plays a crucial role in acquiring new clients, building trust, and promoting various services. 

5. Technology-related companies often allocate substantial funds to marketing efforts to build brand awareness, [**generate leads**](https://altcraft.com/glossary/what-is-lead-generation), and advertise products.

### 4. How to improve ROMI?

Improving return on marketing investment requires strategic planning, data analysis, and continuous optimization. Here are several strategies to help improve your ROMI:

**1. Set specific and measurable goals.** This focuses efforts on priorities and tracks progress effectively.

**2. Analyze data.** Monitoring [**key performance indicators (KPIs)**](https://altcraft.com/glossary/key-performance-indicators-what-they-are-and-how-to-use-them), conversion rates, customer lifetime value (CLV), and cost per acquisition identifies areas for improvement.

**3. Segment your target audience.** Analyzing and segmenting the target audience tailors advertising messages and strategies to specific customer groups.

**4. Test and optimize your campaigns.** Conducting A/B testing adjusts messages and enhances communication channels.

**5. Invest in marketing analytics.** Utilize tools and platforms for analytics to delve deeper into data and optimize your efforts.

**6. Foster collaboration between marketing and finance departments.** Improve communication and cooperation between your teams.

**7. Adjust marketing spend.** Regularly analyze the results of various marketing channels and campaigns to determine where your advertising investments yield the highest ROMI.

**8. Focus on customer retention.** Enhance customer retention processes to maximize the value of your initial customer acquisition investments and thereby improve ROMI.


### 5. Can ROMI be calculated for both online and offline marketing campaigns?

Yes, it can. Whether it’s an online campaign aimed at driving website traffic and conversions, or an offline campaign targeting a local audience through billboards, ROMI shows the return on marketing investments.

Tracking ROMI for both online and offline campaigns provides insight into which channels and strategies deliver the highest return on investment. This information helps optimize marketing budgets, make data-driven decisions, and allocate resources effectively to maximize overall ROI.

### 6. How does seasonality affect ROMI?

Seasonality has a significant impact on ROMI. Consumer behavior often changes depending on the time of year due to various factors such as holidays, weather, and cultural events.

Companies should consider the following factors:

**1. Consumer demand.** Aligning marketing efforts with [**peak seasons**](https://altcraft.com/blog/seasonal-marketing) can capture increased consumer demand.

**2. Marketing planning.** Marketers plan campaigns and allocate resources effectively by identifying key events that influence customer behavior.

**3. Budget allocation.** Adjusting marketing spend according to peak seasons and aligning budgets accordingly optimizes ROMI during high-demand periods.

**4. Campaign timing.** Considering seasonality, marketers plan and execute campaigns during periods of highest interest and engagement from customers.

**5. Channel selection.** Different seasons may require specific channels. Companies choose the appropriate communication methods for particular seasonal campaigns by analyzing past customer behavior.


Source: [Ignite Visibility](https://ignitevisibility.com/romi-vs-roas-marketing-metric/)

ROMI measures the profitability of marketing investments, guiding strategy optimization, budget allocation, and resource distribution for maximum ROI.

data-analysis-romi.png

About what ROMI means in advertising and how to calculate it correctly.

ROMI, What It Is, Its Impact on Marketing Strategy

Data Analysis: ROMI and Its Impact on Strategy

<Video
url="https://www.youtube.com/embed/o85-BdJ6V9Y?si=ITsycfx7D2wvK22p"
/>

In 2013, Snapchat introduced a new format for publishing content — stories. It was uncertain at the time if this innovation would become popular. However, ten years later, stories remain one of the top marketing tools. Users of Instagram* have appreciated this "quick" content format. Stories were introduced to Instagram* in 2016 and remain relevant to this day.

Users, experts who conduct personal marketing, and brands all share their stories. There are even dedicated people — story makers — responsible for creating stories. According to Instagram* statistics, [**85%**](https://wifitalents.com/statistic/instagram-stories/) of users discover new products and services through stories. Therefore, a company's online marketing strategy must include this direction.

In this article, we will explain what stories are, their types, how they work, and why businesses need them.

## Stories: what they are and why they're needed

**Stories** are short vertical content formats (up to a few seconds) with horizontal scrolling options, published for a limited time (usually 24 hours). Depending on the platform, you can post images, videos, add text, music, links, hashtags, stickers, masks, and even draw. Stories are broadcast only to followers.

There are also dedicated apps for creating stories with extended features, offering a variety of fonts, templates, and other tools. The idea behind stories is to create easy and native content, where perfection isn't mandatory. Aesthetic pictures and videos are more suited for posts that don't disappear from the feed — this is an unspoken rule of social media.

Stories can be found on Instagram*, VK, and other mobile apps, messengers, and even websites. The themes and formats of stories are similar to other publications: from direct advertising, case studies, and tips to polls and reposts of posts and videos.

### Advantages of online stories for business

**Increased engagement.** Stories offer a quick and easy way to consume content, equipped with tools for marketing communication with users. Brands engage their audience through [**storytelling**](https://altcraft.com/blog/let-the-client-feel-like-a-hero-how-storytelling-works) and content that evokes emotions, conduct surveys, collect feedback, and other interactions. Stories on a website also increase the time a user spends on a web page, which positively impacts search engine ranking.

**Conveying information to customers.** Through stories, companies share information about new promotions and products, events, and news. This format does not overwhelm users and, due to the FOMO effect (fear of missing out), encourages them to watch stories repeatedly.

**Brand awareness growth.** Although stories are primarily seen by followers (with no external reach), this type of content also expands the brand's audience. Advertising in stories by bloggers and on other platforms remains a popular promotion tool. Interestingly, the cost of integration into stories is often lower than in posts or video publications.

Social media stories feature tagging tools that users love to use for brands. For instance, when they visit a restaurant and then share about it on their page. Encouraging the audience to create such stories and then reposting their stories increases brand awareness and provides free user-generated content.

**The effect of personalization.** Stories seemingly reduce the distance between the brand and the customer due to their native format. Companies show their internal life and communicate with users in a live format, creating a sense of personal connection. Personalization is a marketing trend that continues to gain momentum.

<Note>
How does personalization work? And why is it needed? Read the article "[**Personalization: What It Is and Why Personalized Marketing Matters**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters)"
</Note>

## Types of stories

Based on goals, there are several types of stories, which align with the types of other social media posts:

- **Informative and educational** — communicate brand news, new products, changes, and product features. 

- **Selling** — lead to conversion: the purchase of a product or service. 

- **Engaging** — motivate the user to interact with the brand's content. 

- **Entertaining** — lift the audience's mood, convey company values through humor, and tell about the product.


Based on formats, the following types of stories are distinguished:

**Images (usually with text).** Several photos can form an entire story or reveal one idea through cards. Sometimes it’s just text on a background without a picture.

**Video stories.** These are short clips (usually 15-30 seconds) that convey an idea on their own (e.g., announce a promotion) or form a sequence of several clips.

**Animated stories.** The functionality of many platforms allows adding moving stickers to images and videos in stories. Animation adds variety to the content.


## Rules for creating effective stories

Stories are more native content compared to other posts, and creating them doesn't take much time. However, to make the format effective, you should follow these rules:

1. **Create a unified style for your stories** that will be associated with your brand: think about colors, fonts, and the style of images. Avoid turning your storytelling into a "mess." 

2. **Keep your stories simple and clear.** Don’t overload them with text and philosophical themes that require thoughtful study of the content. 

3. **Don’t stretch a single thought across too many stories.** Users will get bored and might not finish watching. 

4. **Add variety.** Use different formats, not just one: images, videos, polls, etc. 

5. **Check the story** for spelling errors, design correctness, and afterwards, for the functionality of links and other tools before publishing. 

6. **Motivate users to interact** or take a specific action, rather than waiting for them to take the initiative themselves. 

7. **Create interesting plots** so that the audience watches your stories to the end. Use storytelling tools that engage viewers in the narrative.


## How to promote your products and services through stories

Bloggers particularly excel in selling through stories, using various scenarios for product presentations and calls to action. Brands also adapt their techniques and collaborate with influencers for integrations. There are no strict boundaries here; methods depend on the authors' creativity. However, some popular promotion types exist.

**Advertising.** The most straightforward and direct format where a product or service is sold without any storytelling. These are ad posts adapted for stories, featuring an offer, product benefits, and a CTA. It’s important to approach this creatively to stand out.

**Native advertising.** The product is mentioned in the context of a story where it plays a crucial role (solves a problem) or is casually mentioned. This format is very popular among bloggers for brand promotion. 

**Warm-ups.** A favorite format of bloggers. Unlike native advertising, this strategy is more extended. The product is usually introduced indirectly at first, mentioning it from various angles. For example, the problem is first highlighted. Suppose a blogger wants to lose weight and tries different methods: diet, home workouts, fitness centers, and then finds the right course (or creates their own). Warm-ups can last from several weeks to months, depending on the product.

**Building trust** is not as quick a promotion method as advertising, native integrations, and warm-ups. However, it is the established communication with the audience that turns followers into customers. Broadcasting your values, product advantages, and its worth leads to loyalty and sales.

## Stories on different platforms

### Instagram*

The concept of "stories" became popular thanks to this social network (although it was originally created by Snapchat). Instagram offers a wide range of features in its editor. You can use various fonts, draw, create polls, set timers, ask questions, participate in challenges, add animated stickers, include music, mention other users, use hashtags, and add links to other resources. You can choose to publish your stories for everyone or for a specific list of followers.

<Img
img="/uploads/example_of_instagram_stories_368ce1e533.jpg"
alt="Instagram stories"
src="Example of Instagram stories*"
/>

### VK

VK stories offer background templates, stickers, GIFs, a text editor, drawing tools, and the option to set the availability time for stories: one hour, 12, 24, or 48 hours. Music can be added from the catalog, and there are mentions, polls, and themed hashtags.

### Telegram

Stories on Telegram appeared relatively recently and are available to users and channels (but only if they receive enough boosts) from Telegram Premium subscribers. They can be posted for a duration of six to 48 hours. The built-in editor includes features for adding text, filters, stickers, reactions, drawing, and privacy settings.

 <Img
img="/uploads/example_of_stories_telegram_70a62e42ff.jpg"
alt="Telegram stories"
src="Example of stories in Telegram"
/>

### WhatsApp*

Stories on WhatsApp are called "Status" and disappear after 24 hours. Users can post photos, videos, GIFs, add text, and even voice messages. Reactions to stories are available, as well as the ability to choose the audience who can see them.
 
### Stories on apps and websites

Brands actively use the stories format not only on third-party platforms but also on their own. This way, they announce promotions, talk about products, and deliver useful information to users.

<Img
img="/uploads/news_announcements_via_stories_6324f6a9c3.jpg"
alt="News announcements via stories"
src="The famous news media Der Spiegel gives news announcements via stories"
/>

Also, stories here come personalized. 

<Img
img="/uploads/personalized_stories_79bb14e4fb.jpg"
alt="Example of personalized stories"
src="Personalized stories on apps"
/>

Interactive stories work in the apps. For example, polls are conducted or you are offered to add a product to your cart at once.

<Img
img="/uploads/onboarding_stories_51d8d83b9f.jpg"
alt="Onboarding stories"
/>

In another example, a customer is asked to evaluate his most recent purchase.

<Img
img="/uploads/stories_asking_for_feedback_f7aaedd0e4.jpg"
alt="Stories asking for feedback"
/>

Stories on websites serve the same function as they do on other platforms.

<Img
img="/uploads/stories_in_search_results_4adb2ae707.jpg"
alt="Stories in search results"
/>

## Summary

Stories are a vertical content format that disappears after a few hours or days. Stories in the form of images, videos, and text are supplemented with stickers, animations, links, interactive elements, and other features in platform editors. The functionality across different platforms is similar.

Stories are used in marketing to communicate with customers, increase engagement, enhance brand recognition, and even for personalization. They inform, entertain, sell, and motivate users to interact with the brand. Storytelling, direct and native advertising, and warm-ups work well here.

Today, stories are supported by Instagram* (owned by Meta, banned in Russia), VK, Telegram, and WhatsApp* messengers. Companies also add stories to their websites and apps.

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

Stories are vital in marketing, boosting engagement, brand awareness & customer interaction. Effective on Instagram, Telegram, and VK with versatile features.

stories-how-to-use-this-tool.png

About what stories are used for in marketing, what types there are and how they are useful for business.

Stories: Advantages, Types & How to Use in Marketing

Stories: How to Use This Tool in Marketing

<Video
url="https://www.youtube.com/embed/o85-BdJ6V9Y?si=Uxt_Vh4IPqbQ5rRh"
/>

Promoting your business among the target audience is the foundation of any business's success. However, many companies overlook the most powerful and cost-effective marketing force—satisfied customers.

Loyal users, delighted with your products and services, recommend your brand to others and praise it on social media—this is called **organic brand promotion.** Let's explore why such promotion is an essential marketing strategy and learn how to create customer incentive programs that motivate people to share your brand with others.

<Img
img="/uploads/a_group_of_apple_users_on_reddit_0fca276609.jpg"
alt="A group of Apple users on Reddit"
src="A group of Apple users on Reddit. This brand has perhaps the largest community of supporters in the world"
/>

## What is organic promotion? 

Brand advocates are users who are so satisfied with your company that they are willing to advertise for you on their own. They can be anyone: your employees, customers, partners, suppliers, and even social media influencers.

Advocates share their positive experiences through reviews on your website and other platforms. They also promote you via word of mouth, mentions on social media, and blogs. All these reviews, photos, and comments are called user-generated content (UGC).

<Img
img="/uploads/ugc_mentioning_brand_name_0aaadb6558.jpg"
alt="UGC mentioning brand name"
src="UGC mentioning brand name"
/>

Organic brand promotion is more valuable than anything money can buy. User-generated content has substantial reach and exerts more influence than any ad campaign, SMM promotion, or even the efforts of your most experienced marketer. This way, you not only reduce advertising costs but also build strong and trustworthy relationships with customers through their content.

<Note>
**Interesting fact:** Buyers increasingly trust visual content created by other users. [**Recent studies**](https://www.powerreviews.com/research/ugc-visual-content-shopper-behavior-survey/) show that 60% of users look for photo and video reviews (visual UGC) before making a purchase.
</Note>

## How to gain advocates
Sometimes, people naturally become fans of a company. However, there are steps you can take to create a truly effective marketing strategy.

### 1. Understand what people value about you

To create a good marketing program, you need to understand what people like about your company. Most often, this is related to the quality of products or services, but excellent customer service and a personalized approach also play a big role.

Don’t guess what your customers want—just read the reviews. Look at what people are saying, both good and bad. Analyze the feedback and use the information to make your brand more visible on social media.

<Img
img="/uploads/an_example_of_a_positive_review_of_a_beauty_studio_8c8e1da162.jpg"
alt="An example of a positive review of a beauty studio"
src="An example of a positive review of a beauty studio that positively impacts the brand's reputation"
/>

### 2. Build relationships with customers

Developing strong, personalized connections with users is key to gaining brand support and boosting sales. According to the SaaSquatch report [**"The State of Referral Marketing,"**](https://info.saasquatch.com/rs/162-BJJ-156/images/StateOfReferralMarketing-SaaSquatch-V1.pdf) customers who come through referrals are 18% more loyal, have a 16% higher lifetime value, and spend 13.2% more than others.

In today's digital world, users identify with their favorite brands and want to be part of their story. To nurture these feelings, offer value and build trust through social media.

Building relationships between a brand and its customers is a two-way process that requires attention and thoughtful approach. This is the only way to maintain long-term interest. Be open with your users, but avoid aggressive selling.

The key here is to give more to your customers and ask less from them. Then, they will want to interact with you on their own initiative. Of course, building such relationships requires time and resources. Maintain constant contact with current and potential customers. It’s important to ensure that the necessary resources are available for relationship development and social media monitoring.

<Note>
**Tip:** To increase loyalty through SMM, create valuable content, respond to followers, and help them solve problems related to your product.
</Note>

<Img
img="/uploads/brand_responded_to_a_positive_customer_review_5323b4fb10.jpg"
alt="The brand responded to a positive customer review"
src="The brand responded to a positive customer review"
/>

### 3. Delight and surprise your clients, as well as those who are not yet familiar with your brand

Go beyond standard service. Provide unforgettable experiences that customers will want to share. Excellent service and pleasant surprises will strengthen customer loyalty, leading them to tell their friends about you. For example, reach out to some users and invite them to a special event. Identify influencers among your followers or turn loyal customers into true brand advocates.

<Note>
We discussed customer loyalty in detail in the article "[**Customer Loyalty: What Is It and How to Calculate It**](https://altcraft.com/blog/customer-loyalty)."
</Note>

Start by monitoring online reviews to find your company’s fans. Reward the most active fans by mentioning them, offering exclusive discounts, and bonuses. This will greatly strengthen the user’s connection to your brand. Remember, loyalty to a company is contagious, and quality relationships drive sales.


<Note>
**Tip:** Strengthen your presence on social media by sharing your company’s values, charitable projects, and ethical business practices. This shows people that you aim for more than just commercial goals.
</Note>

Support and encourage brand advocates. Increase their reach. Add "share" buttons to your content to make it easier for users to talk about your company.

### 4. Track the effectiveness of your brand promotion strategy

To understand the value of your campaigns, analyze the following:

- Who is talking about your brand?
- What are they telling their followers?
- Where are they most frequently sharing content?
- When are users most active?
- Why are they sharing your content and talking about your brand?

Monitor web traffic and conversion rates to identify which brand promotion campaigns yield the highest returns. Use this knowledge to refine your strategy and boost sales.

### 5. Don’t forget to thank brand advocates

Many companies have loyalty programs that reward customers for their spending. This is a good practice, but it doesn’t account for those who promote the brand. Consider a point system for specific actions: reviews, photos, event attendance, or referrals. Create a name for your promotion program that shows brand advocates they are part of an exclusive club. Give them the opportunity to accumulate points and advance to different levels with interesting privileges: mentions in the company blog, receiving [**branded merchandise**](https://altcraft.com/glossary/merch-what-it-is-and-how-brands-use-it), invitations to exclusive brand events, and discounts.

## Why your brand needs advocates

Organic brand promotion is valuable for its authenticity. While advertisements and marketing messages are often ignored, enthusiastic recommendations are usually taken seriously.

Such promotion benefits your business by:

- **Reaching audiences that you wouldn't be able to reach** through conventional methods due to budget or logistical constraints. For example, Adobe asked 900 of its employees to create and share content online, which helped them reach an additional 3 million people. 

- **Creating buzz around your brand.** Positive customer reviews generate interest and a desire to learn more about your company. The more people visit your website or store, the more potential customers you attract. Increased website traffic also positively impacts [**search engine rankings**](https://altcraft.com/glossary/seo-optimization-what-it-is-and-how-it-works), which in turn attracts new visitors. 

- **Drawing media attention.** When there is buzz around a brand, journalists take notice. Articles about your company, products, and services get published, boosting trust and significantly increasing brand recognition. 

- **Humanizing your brand.** When a potential customer hears about you from another user, a faceless company becomes something more relatable. This effect is amplified when brand advocates share stories about their experiences with you and how you solved their problems. It's even better if they mention specific employees they interacted with (if you have customer meetings) or post video reviews. 

- **Saving time and money.** The cost of organic promotion is relatively low. Yes, some initial time and financial investment is required to set up the program, but this is minimal compared to the benefits you'll gain. When your advocates take on a significant portion of your marketing, you can allocate resources to other areas.

## How to handle customer reviews


Publishing customer reviews is legal, but with some caveats. The format matters. Incorrect publication can lead to violations of several laws.

Below, we’ll discuss how to properly post customer feedback on social media or your website.

### How to post reviews correctly? 


To post customer reviews without legal issues, follow these guidelines:

- **Obtain the customer's consent to publish the review and use their full name** (or other information). If you want to post a review that includes a name and text, simply ask the user if they agree. You can also add consent for posting reviews in your terms of service. In this case, anyone who accepts the terms automatically gives permission to publish their feedback.

<Img
img="/uploads/brand_is_asking_permission_47dd15d8e6.jpg"
alt="Brand is asking permission in the comments"
src="Brand is asking permission in the comments to post this photo at his place"
/>

- **Before attaching a photo to a review, determine who owns it.** If the customer took the photo themselves, there are no issues. However, if the photo belongs to someone else, you must get permission from the original owner. This is important because a photo from a customer's personal account might be a professional shot. The owner of the photo would be someone else, and the person's consent in the photo is useless. You need to find the true rights holder and negotiate with them. The simplest and safest option is to take the customer’s photo yourself. 

- **Avoid posting fake reviews about your competitors.** Such actions often lead to lawsuits. Even if you know of poor service cases at competitors but are not their customer, it’s better to refrain from negative reviews. Posting fake positive reviews about your own brand is legal. However, such reviews are usually not very convincing. It’s better to rely on real feedback from actual users.

## Conclusion

A strategy for organic marketing involves building and maintaining relationships with users. Through two-way communication, they feel closer to the brand and are more willing to recommend you to their friends. Encouraging the most active supporters creates a snowball effect, bringing in even more loyal customers.

Organic marketing builds strong user relationships, encouraging active supporters to recommend your brand, creating a snowball effect of loyalty.

customer-motivation.png

About why natural promotion is an important marketing strategy, and we will also learn how to create customer incentive programs.

Customers Advertising Your Brand: How to Motivate Them

How to Motivate Customers to Advertise for You

<Video
url="https://www.youtube.com/embed/SaEo6Iian4E?si=8vOojkN4egDq8IWG"
/>

The goal of any business is not only to attract but also to retain customers. A loyal audience that consistently returns for repeat purchases, renews subscriptions in apps and services, provides companies with more stability, and saves advertising budgets.

Therefore, tracking user retention regularly is essential. In marketing, there is a metric called Retention Rate (RR). This metric considers the ratio of old and new customers over a specific period and indicates when a customer retention strategy needs adjustment.

In this article, you will learn what Retention Rate means, why it is used, how to calculate the customer retention rate, and how to increase RR.
## What is Retention Rate and why measure it

**Retention rate** is a customer retention metric that shows what percentage of people return and use a business's product again. This metric is especially popular in the IT sector, where users need to regularly log into applications and services to benefit their creators.

### Why calculate customer Retention Rate:

**Understand product effectiveness:** Determine how well your product actually solves customer problems so that they continue using it.

**Evaluate marketing and service efficiency:** Assess the effectiveness of marketing departments and the service level provided by the company. A low retention rate is a warning signal. Analyzing it will show which department is underperforming and why customers are not returning.

**Reduce marketing costs:** Retaining customers is cheaper than acquiring new ones, which usually involves multiple advertising campaigns. The retention rate metric shows how effectively your marketing works on existing customers.

**Increase company revenue:** The usefulness and convenience of your product enhance customer loyalty. Loyal customers not only return and respond to additional offers but also recommend your brand to others.

<Note>
In the article "[**Customer Loyalty: What Is It and How to Calculate It**](https://altcraft.com/blog/customer-loyalty)" we explained in detail why loyalty is important and which metrics are used to measure it.
</Note>

## How to calculate Retention Rate

To calculate the customer retention rate, you need the following data:

- **A.** The number of customers at the beginning of the selected calculation period. 

- **B.** New users during this time. 

- **C.** The number of people who continue to use your product at the end of the period.

The Retention Rate formula looks like this:

<Img
img="/uploads/calculate_retention_rate_9b1ea036d4.jpg"
alt="Calculate Retention Rate formula"
/>

The calculation period is chosen depending on the business sector and the product's characteristics. If the purchase cycle is quick, the Retention Rate is calculated more frequently. The usual calculation periods for this metric range from daily to yearly.

***Example RR Calculation #1:***

*At the beginning of the month, the interior design app had 5,679 users.
During the month, an additional 120 users joined. At the end of the month, 5,456 people were using the product.*

(5456 - 120) / 5679 * 100%

*RR = 93%*

***Example RR Calculation #2:***

*Over the year, 11,320 people made purchases in the online store, starting with 13,780 customers at the beginning of the year, and 2,600 new buyers during this period.*

(11320 - 2600) / 13780 * 100%

*RR = 63%*

It is also permissible to calculate the retention rate for separate cohorts of users to ensure proper segmentation and enhance [**the personalization of offers**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters).

## How to evaluate Retention Rate

There is no specific benchmark percentage for RR because each industry has its own figures, and customer acquisition and retention are done differently. Therefore, it is advisable to benchmark against market leaders you aspire to match when calculating your RR. It is important to consider successful cases.

*For example, a retention rate of 65% for a mobile app would be low, whereas it would be high for the retail sector, where* [***the average is 63%***](https://www.paddle.com/resources/industry-retention-rates).

Another way to find your benchmark for RR is by considering your own data from previous periods. By continuously tracking the rate, you will establish your internal ideal percentage. This method is also suitable when competitor RR information is not publicly available.

## Retention Rate and other metrics

Marketing is a system that should not be evaluated based on a single metric. To assess whether your strategy is working when launching campaigns for customer retention and loyalty enhancement, other metrics are also used.
 
<Table>
|**Metric**|**Description**|
| ------ | ------ | 
| **Churn rate** | The number of users (in %) who unsubscribed from emails or newsletters via messengers, SMS, Push and stopped using your service. That is, churn rate metric indicates how many people have stopped connecting with the brand through all communication channels. Churn is a normal process, because products sometimes lose relevance for customers. But it is important that this indicator is overlapped with new users. |
| **Lifetime value** | Profit from the customer over the entire time they have interacted with the company. A useful metric for personalization because over a long period of time with a customer, the brand gathers enough information about their needs, tastes and orders to make a customized offer. |
| **Redemption Rate** | Metric for evaluating the use of provided bonuses: discount coupons, points and so on. Needed to check the effectiveness of loyalty programs and marketing campaigns. |
| **Customer Satisfaction Index** | Measuring customer satisfaction with specific interactions with the company and product. It is checked, for example, to what extent users are satisfied with the quality of goods, variety of assortment, communication by phone with service, technical support, and so on. |
| **Repeat Customer Rate** | Indicates how many people out of all customers have returned for purchases two times or more. A high return rate indicates satisfaction with a product or service and its usefulness to users. |
| **Net Promoter Score** | A metric of user commitment to your company. Shows how willing customers are to buy again and recommend you to others. Users rate the brand on a given scale, and an overall coefficient is calculated for all the answers of the questionnaire. |
</Table>


## How to improve Retention Rate

To impact RR, it’s crucial to understand what user retention means for your company and what tools and methods are used. Then, choose the available strategies.

**Improve the product.** Increase its value for customers by adding new features, improving existing ones, fixing bugs, and so on. The faster and more effectively your product solves the customer’s problem, the more often they will want to return to it.

**Simplify product use.** Eliminate lengthy and confusing registrations, provide a simple [**onboarding process**](https://altcraft.com/glossary/why-do-you-need-onboarding), and ensure an intuitive interface to enhance the user experience.

**Launch marketing campaigns as retention methods.** Remind users about your product through email newsletters, push notifications, [**messages in messengers**](https://altcraft.com/blog/messenger-marketing), and SMS. Use special offers and promotions to encourage users to return to purchases and other target actions, with personalization being particularly effective. Providing bonuses for various activities, which also benefit your brand, can be useful for retention.

*For example, Nook Vibrant Kitchen, a plant-based meal delivery service, excels in ecommerce email marketing with their loyalty program explainer email. It outlines earning and redeeming points, referrals, and the bottle return program, ending with a join call. This thorough guide helps eliminate customer confusion.*

<Img
img="/uploads/customer_loyalty_program_74bbe1728f.jpg"
alt="Customer loyalty program based on clients’ activities"
src="Nook Vibrant Kitchen gives points for every type of activity"
/>

**Expand the audience and attract new users for whom your product has great value.** Here, the marketing strategy primarily ensures an influx of new users so that the number of loyal and engaged users outweighs those who have lost interest in your product.

**Engage in dialogue with customers.** Ask users for their opinions about the service or product they purchased, and about the ordering, delivery, and other processes. Loyalty increases when people understand that brands listen to them and respond to criticism. Additionally, responses in surveys and questionnaires will point out the strengths and weaknesses of the product and service. Addressing these deficiencies will lead to an increase in Retention Rate.

<Img
img="/uploads/survey_to_ask_for_feedback_4ae6f3f5ad.jpg"
alt="Survey to ask for feedback"
src="The user is asked to take a survey and leave an opinion about the online store's performance"
/>

## Summary

Retention rate is the customer retention rate, calculated over a chosen period of time (day, week, month, etc.). This metric is essential for evaluating the product's usefulness to the audience, reducing marketing expenses, and increasing business sales.

The RR formula considers the ratio of customers at the beginning and end of the period, along with the number of new users. There is no universal rule for what the customer retention rate should be; for evaluation, examples from one's own business field or previous data are used.

In addition to Retention Rate, other metrics can be calculated to increase marketing effectiveness, such as customer lifetime value, churn rate, repeat purchases, use of rewards, and loyalty and satisfaction indexes.

To improve RR, companies enhance the product, simplify its usage, launch marketing campaigns targeting existing customers, and maintain constant communication with them.

Retention rate measures customer retention over time, aiding in evaluating product usefulness, reducing marketing costs, and boosting sales.

retention-rate-hoe-to-calculate.png

About what it means, why the Retention rate is used, as well as how to calculate the customer retention rate and increase the RR.

Retention Rate: How to Measure and Improve the Metric

Retention Rate: How to Calculate and Improve the Metric

<Img
img="/uploads/reach_customers_37076a2e3d.png"
alt="Email Campaigns to Reach Customers: What to Do & Avoid Doing"
/>

Obtaining a potential client's contact is a significant achievement for company marketing. However, the real challenge lies ahead: the brand initiates a campaign that should persuade the user to make a purchase or take another desired action. Sometimes, marketing communications miss the mark, resulting in adverse effects—customers disappearing or even blocking the company's account and reporting spam.

Therefore, email, messenger, Push, or SMS campaigns must be appropriate and non-irritating. It's crucial to maintain a human touch and avoid being pushy in communicating with the audience. We've prepared harmful advice for you on how to make your email campaign unbearable.

## Write to the client frequently 

Configure your email service to send reminders about your company to the client every day, or better yet, several times a day. Otherwise, your brand will be forgotten, and nothing will be purchased. Daily emails are the key to building trust and brand recall.
 
### Now, seriously

Every day, we receive dozens of messages from various sources, causing significant overload. Not all emails are opened: [**40% of users claim**](https://porchgroupmedia.com/blog/100-compelling-email-statistics-to-inform-your-strategy-in-2023/) to have an average of 50 unread messages in their inbox. They are unlikely to be pleased if the current information flow increases. It is optimal to send email newsletters from once a month to two to four times a week. The frequency depends on the advertising campaign's goal. For example, sending emails more often before a major event is a normal practice. However, if you send a message urging "buy" every day, users are unlikely to be delighted.

Also, the frequency of sending email newsletters to clients is determined through testing. When increasing or decreasing the number of emails, Open Rate and CTR indicators are checked: if they deteriorate, such an email quantity is probably not suitable.


## Do not stop the mailing if the customer asked to stop

Your email marketing strategy should be uncompromising. Do not let the user go at any cost. If email communication is not working because the customer does not open the emails, unsubscribes, or says your product is not of interest to them, do not despair.

Engage in [**omnichannel communication**](https://altcraft.com/en/features/omni-channel-marketing) and send messages through all available communication channels, even if the user did not give permission to write to them there. Find them on all social networks. Blocked on Telegram? Move to WhatsApp*. Sent to the blacklist there too? No problem—send messages from another account, or better yet, call several times. The customer will surely appreciate such attention and sooner or later accept your offer.

<Note>
If you want to use omnichannel marketing correctly, rather than be seen as an intrusive brand, read our article "[**What is Omnichannel and How It Helps Business**](https://altcraft.com/glossary/omnichannel-its-benefits-for-businesses-and-implementation)" about the proper application of this method and its benefits.
</Note>

### Now, seriously

Persistence is good in moderation. There is the theory of seven touches, according to which a customer usually buys after seven reminders from the company. And not only through email newsletters but also through other marketing channels, such as advertising. If after such a number of messages/calls from you, the person does not react, it is necessary to stop or try again later.

But it's worse when a person responds that your offer is not interesting to them, and you continue to persuade them to buy. If it's an email newsletter from which they unsubscribed, but you sent another email, there is a high risk that it will end up in spam. In other channels, you will be ignored at best, and at worst, blocked, leaving an angry review on the website, and they will also tell acquaintances that dealing with this company is definitely not worth it. Therefore, the text for email newsletters and other brand messages should be as respectful as possible.

## Manipulate 

Your email message campaign should include more calls to buy right now because it's the last item in the world. Even better, blame subscribers for everything: that they're lazy, don't want to increase their income, engage in sports, change their lives, and so on. Someday these people will definitely come back and thank you for the motivation and that very email that changed their lives for the better.

### Now seriously

Manipulations are more likely to be perceived as insults rather than motivation for action. Such messages from brands certainly do not foster trust and pleasant communication.

## Send messages at inconvenient times

Receiving an SMS at 5 a.m. or a Telegram message at midnight is so nice, especially when the sound is on your phone. So forget about time zones (geolocations) of subscribers and do not adapt your mailings.

### Now seriously

Usually, messages and calls early in the morning or late in the evening are associated with emergencies, but certainly not with advertising. Therefore, a person who was woken up will not be delighted with your offer.

Email messaging is not as critical in inconvenient times as through messengers or SMS. Therefore, for email campaigns, [**the recommended time**](https://optinmonster.com/the-best-time-to-send-emails-heres-what-studies-show/) is 4:00-6:00 and 17:00-19:00. But, for example, it is not worth writing in Telegram too early or too late.

## Don't respond immediately

If a customer is interested in your offer and responds, don't even think about reacting quickly—this will only increase interest in your product and create its value. Moreover, everyone understands that the working day of your employees is limited, and there are also weekends.

### Now seriously

If a customer receives an online email newsletter and makes a purchase, they need to receive confirmation of payment and order processing quickly. When there is no response for a long time, doubts arise about whether the user has taken the correct actions, whether the payment has gone through, and so on.

It is especially unpleasant if a buyer writes to the company about a problem, but they respond after several hours or even days. If customer support or managers cannot react immediately, it is worth notifying the customer about this. Here, [**marketing and sales automation**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development), as well as customer service, come in handy. Then, the subscribers' messages are answered by a prepared letter, which, for example, informs about the response times of managers to user questions. Artificial intelligence is also involved in communicating with the customer, which helps solve customer problems at any time without involving a person. Such technologies are often used by banks in chatbots in applications and on websites.

## Don't personalize

[**Mass email mailing**](https://altcraft.com/blog/mass-mailing) is the same campaign for all users. Don't waste resources on personalized and original emails and messages. It is also not worth considering the shopping experience and interests; offer everything at once—perhaps, luck will strike, and the person will become interested. Write to a person suggesting they go to driving school, even though they have had a driver's license for many years, and convince childless people to buy services from your daycare center.

### Now seriously

Email marketing, email messaging, and sending messages through other channels without segmentation and consideration of audience specifics is very bold and naive. Personalization has become an important element in marketing because competition is growing, and customers are more likely to buy from brands that understand and hear them than from companies with "finger in the air" mailings.

Personalized email mailing can [**increase email marketing revenue by 760%**](https://www.luisazhou.com/blog/email-marketing-roi-statistics/). Therefore, [**94% of marketers allocate budgets**](https://www.luisazhou.com/blog/email-marketing-roi-statistics/) to collect customer data to make as pinpointed offers as possible. For example, such an investment could be a CDP platform, where all user information is collected, analyzed, and managed. In [**Altcraft Platform**](https://altcraft.com/en/features/cdp), data work is done in one window, which speeds up the marketer's work.

*For example, here's an example of a failed newsletter from Shytterfly. They massively congratulated women on the birth of their child by sending an automated message to everyone. This caused active outrage among subscribers.*

<Img
img="/uploads/failed_mailing_from_shutterfly_6678569a99.png"
alt="Failed mailing from Shutterfly"
src="A failed mailing from Shutterfly…"
/>

<Img
img="/uploads/example_of_a_failed_mailing_ed275449ad.png"
alt="Example of a failed mailing from Shutterfly"
src="...and users' reactions to it"
/>

## Make unsubscribing complicated 

Don't give the customer a chance to unsubscribe. To make your email campaign work, collect customer emails from various sources. In this case, you can't just let the user go. Let unsubscribing become a difficult challenge that they won't want to undertake. Make the unsubscribe link inconspicuous or remove it altogether, and simply ignore the customer's angry messages to support. With time, they will come to terms and change their minds.

### Now seriously

Creating an email campaign without a well-thought-out unsubscribe option is a sure way to spam complaints. Customers will not tolerate coercion, and such emails will cause irritation.
Many spam complaints from subscribers will lead to a decrease in your domain reputation and inclusion in blacklists.
Even worse is to drive the customer to complaints to the Federal Antimonopoly Service about illegal mailing. Then the company may be fined according to the Federal Law "On Advertising" from 100,000 rubles. Therefore, respect your subscribers and leave them the right to leave.

<Img
img="/uploads/example_of_an_unsubscribe_letter_a0b6ed6acc.png"
alt="Unsubscribe letter requesting feedback"
src="Example of an unsubscribe letter requesting feedback"
/>


## Forget about error checking and device adaptation

The action button doesn't work, the layout is messed up, you misspell "в течение" for the hundredth time, and reading emails on a smartphone is impossible—such things happen. Customers will understand and forgive. After all, what matters is the content, not the design. So send out the mailing as soon as possible without unnecessary checks. Time is money.
### Now seriously

[**75% of users claim**](https://porchgroupmedia.com/blog/100-compelling-email-statistics-to-inform-your-strategy-in-2023/) they mostly use smartphones to check email. Therefore, adapting emails for mobile devices is important and necessary to avoid losing customers.

Text errors primarily affect your brand reputation. If you don't care about correctness and don't check mailings, it shows disrespect to your audience. Non-working buttons or links are likely to lead to a loss of conversions and loyalty. Thus, the customer's path becomes more complicated, and not everyone will search for your lucrative offer on the website if it's not sent from the email. Errors irritate and reduce the effectiveness of marketing campaigns.

## Summary

Email marketing remains relevant, like other channels for sending messages. Brands actively launch mailings, but sometimes they begin to irritate subscribers who unsubscribe, complain about spam, lose trust in the company, and stop buying. And even turn to regulatory authorities to punish annoying senders. Users are annoyed by too frequent emails and messages, persistence when the company doesn't stop when asked to unsubscribe. Also, manipulations in texts, inconvenient timing, delayed responses if the customer still reacts to the campaign's call. A great way to annoy customers is to disregard their needs and preferences, that is, not to provide personalized content in mailings. And the absence of unsubscribe options or its complexity can be a reason for a spam complaint.


*
*Product of Meta, a company recognized as an extremist organization in the Russian Federation.*

Email marketing, while relevant, can irritate subscribers with excessive emails, leading to unsubscribes, spam complaints, and loss of trust.

reach-customers.png

About what mistakes companies make in email newsletters and other communication channels and how to avoid them.

Email Campaigns to Reach Customers: What to Do & Avoid Doing

How to Reach Customers via Email Campaigns and Other Communication Channels

<Video
url="https://www.youtube.com/embed/a6zMy3wL7ZM?si=h2RdGj6_FIDkiQSY"
/>

Advertising has long penetrated into movies, computer games, and other content, often in a native form, where the product is integrated into the plot instead of being directly advertised with a call to action. Such seemingly casual mentions constitute product placement, which has become a whole industry and entered popular promotion channels. The market for this direction is growing every year: if in 2023 [**the investment amounted**](https://www.statista.com/statistics/915174/product-placement-revenue-worldwide/) to nearly $30 billion, then by 2026 it is forecasted to grow to $41 billion.

Integration of advertising into content is costly, but businesses are willing to pay because this format can increase brand recognition and boost sales. In this article, we'll delve into what product placement is, its types, and the benefits it brings to companies.

## What is product placement and why is it needed


**Product placement** is the most [**native advertising**](https://altcraft.com/glossary/native-advertising-its-pros-and-cons-its-types-and-benefits) of a product or company in content: movies, cartoons, computer games, music videos, and even books. The mention or demonstration of the brand is seamlessly integrated into the narrative and becomes a part of it. This format is not even perceived as advertising, unlike placements on social media, websites, and other resources.

Interestingly, the first product placement appeared in painting. In Eduard Manet's painting "A Bar at the Folies-Bergère" (1882), a bottle of "Bass" ale was placed on the counter alongside other bottles. It featured the recognizable logo of the product produced by a well-known brewery company of that time. It is unknown whether the artist added such an image for payment or simply depicted the spirit of the time.

Product placement is an opportunity to:

- **Expand the audience and increase recognition** because millions of people watch movies, play computer games, which are not always accessible through other channels. 

- **Shape the right image of a product or company.** With skillful product placement, brand products are showcased in a positive context, shaping the desired business associations with the product. For example, a certain brand of sunglasses becomes the attribute of a strong hero who evokes admiration. And negative characters are prohibited from using Apple products on screen. Mercedes-Benz forced filmmakers to blur all their logos in the movie "Slumdog Millionaire." Such brand advertising created negative associations with poverty depicted on screen when cars of this brand drove by. 

- **Boost sales of brand products.** For example, after the release of the "Barbie" movie, purchases of Mattel dolls [**increased by 25%**](https://www.marketingweek.com/mattels-marketing-barbie-uplift/) compared to the previous year. The company prepared for such growth and even released a new collection.

## Types of product placement

Product placement is divided into several types:

<Table>
| **Type** | **Description** |
| ------ | ------ |
| Visual demonstration| The product itself, a logo or other elements that clearly hint at a certain brand appear in the frame. This type is direct product placement, which is often used in movies. |
| Verbal reference| The brand is not shown on the screen, but it is talked about in the context of a conversation. Such product placement in films is prescribed at the script level. For example, the hero of the movie "Call" says in one of the scenes: "Only Megafon has a connection here". And the brand mention can also be textual, when the product placement is embedded in the book. |
|Interaction with the product | The brand's goods are actively used in movies or even become an important part of the story. Such an example is the yellow Chevrolet Camaro car into which the autobot Bumblebee from the movie "Transformers" turns. |
</Table>

Product placement in games, movies, books, music videos uses such formats depending on the story and the wishes of the brands. 
## Advantages and disadvantages of product placement

Native advertising in audiovisual content is a powerful but ambiguous promotional tool with its own set of pros and cons.
### Product placement: advantages 

**Wide audience reach:** Content is consumed by millions of people, giving the brand a higher chance of attracting attention. Moreover, these people come from different parts of the world.

**Subtle product promotion:** Product placement does not include the usual product description and call to action, thus avoiding pressure on the viewer. Instead, it demonstrates the product's capabilities, allowing potential customers to evaluate its features on their own. This format is less likely to be as irritating as traditional advertising.

**Unlimited lifespan:** The content where the advertisement appears is created to last for many years and essentially becomes timeless. We still rewatch old movies and read books written many years ago. Therefore, advertising in such content products becomes infinite in terms of duration.

### Product placement: disadvantages

**Cost of placement:** It is difficult to know exactly how much brands pay for placement in, for example, movies. However, it is known that these amounts are in the millions. The more potentially successful the project, the higher the price for advertising. Only brands with large promotion budgets can afford this.

**Reputational risks:** Native advertising in films is also linked to the personality of the actor interacting with the product. If this person gets into a situation that tarnishes their reputation, it reflects on the brand as well.

**Opaque assessment of advertising results:** If you decide to showcase your product through a frame in a movie, a fragment of a game, or a TV show, you must accept the fact that it is impossible to track the exact effect of such integration. The effectiveness of a product placement campaign is measured by indirect indicators, such as an increase in product sales after the release of a movie featuring the advertisement.

## Examples of product placement in movies

### "Back to the Future"

The film "Back to the Future" is a classic example of product placement and possibly the first thing that comes to mind when talking about advertising in movies. The legendary Nike sneakers from the second part of the trilogy have become iconic.

<Img
img="/uploads/back_to_the_future_cbcf29d2b7.png"
alt="The Nike sneakers in Back to the future"
/>

However, in the first film, the protagonist also wears shoes from this brand. The advertisement appears right in the opening credits. 

<Img
img="/uploads/nike_sneakers_in_back_to_the_future_890967ddb3.png"
alt="The protagonist in Back to the future also wears shoes from Nike"
/>

Additionally, in one of the shots in the second part, one of the characters is dressed in a competing brand, Adidas.

<Img
img="/uploads/adidas_brand_back_to_the_future_9f1c526fc5.png"
alt="The Adidas in Back to the future"
/>

In both films, the characters drink Pepsi with designs from different eras. 

<Gallery>
<GalleryItem
original="/uploads/pepsi_in_back_to_the_future_380036ad66.png"
thumbnail="/uploads/pepsi_in_back_to_the_future_380036ad66.png"
/>
<GalleryItem
original="/uploads/pepsi_in_different_eras_3d970694b3.png"
thumbnail="/uploads/pepsi_in_different_eras_3d970694b3.png"
/>
</Gallery>

A comical scene involves the brand Calvin Klein. Marty McFly's mother from the past thinks that his name is Calvin Klein because she sees the brand name on his underwear and assumes it's his name. 

<Img
img="/uploads/marty_mcfly_underwear_c2da5dc62d.png"
alt="The brand Calvin Klein in Back to the future"
/>

### "Home Alone"

The famous comedy also features quite a bit of advertising. In the first film, the characters only drink Pepsi.

<Gallery>
<GalleryItem
original="/uploads/home_alone_pepsi_ebc16dc331.png"
thumbnail="/uploads/home_alone_pepsi_ebc16dc331.png"
/>
<GalleryItem
original="/uploads/pepsi_in_home_alone_c5ec51c238.png"
thumbnail="/uploads/pepsi_in_home_alone_c5ec51c238.png"
/>
</Gallery>

However, in the second part, "Home Alone 2: Lost in New York," they switch to Coca-Cola.

<Gallery>
<GalleryItem
original="/uploads/home_alone_part_two_coca_cola_957d09e78e.png"
thumbnail="/uploads/home_alone_part_two_coca_cola_957d09e78e.png"
/>
<GalleryItem
original="/uploads/coca_cola_home_alone_lost_in_new_york_cfc605a364.png"
thumbnail="/uploads/coca_cola_home_alone_lost_in_new_york_cfc605a364.png"
/>
</Gallery>

The plot includes advertising for the airline American Airlines.

<Gallery>
<GalleryItem
original="/uploads/airline_american_airlines_49f393a465.png"
thumbnail="/uploads/airline_american_airlines_49f393a465.png"
/>
<GalleryItem
original="/uploads/airplane_in_american_airlines_2b913abe1b.png"
thumbnail="/uploads/airplane_in_american_airlines_2b913abe1b.png"
/>
</Gallery>

Santa Claus gives Kevin Tic Tacs instead of candy, which he has run out of.

<Img
img="/uploads/santa_claus_gives_kevin_tic_tacs_e624f14bfd.png"
alt="Santa Claus gives Kevin tic tacs in Home alone"
/>

In a store, the young protagonist buys Tropicana juice and Tide detergent along with other items. 

<Img
img="/uploads/tropicana_juice_and_tide_2f3bf86329.png"
alt="The young protagonist buys Tropicana juice and Tide"
/>

The burglars track Kevin in a Dodge vehicle.

<Gallery>
<GalleryItem
original="/uploads/burglars_track_kevin_in_a_dodge_vehicle_41cd08f6a4.png"
thumbnail="/uploads/burglars_track_kevin_in_a_dodge_vehicle_41cd08f6a4.png"
/>
<GalleryItem
original="/uploads/burglars_track_home_alone_394c0ef4c8.png"
thumbnail="/uploads/burglars_track_home_alone_394c0ef4c8.png"
/>
</Gallery>

In the second film, some scenes were shot in the legendary Plaza Hotel in New York.

<Img
img="/uploads/plaza_hotel_home_alone_83689c5bf4.png"
alt="The legendary Plaza Hotel in New York"
/>

In one scene, even the hotel's owner, Donald Trump, appears, with Kevin asking him for directions.

<Img
img="/uploads/legendary_plaza_hotel_545b75756e.png"
alt="The hotel's owner, Donald Trump with Kevin in Home Alone"
/>

### "Forrest Gump"

In the story, several well-known magazines are visible multiple times: People, Life, Playboy, and Fortune. Some are read by the characters, and in one, Forrest Gump himself appears on the cover.

<Gallery>
<GalleryItem
original="/uploads/forrest_gump_3c518d3cf1.png"
thumbnail="/uploads/forrest_gump_3c518d3cf1.png"
/>
<GalleryItem
original="/uploads/forrest_gump_playboy_31b08406a5.png"
thumbnail="/uploads/forrest_gump_playboy_31b08406a5.png"
/>
<GalleryItem
original="/uploads/forrest_gump_life_d0656c7679.png"
thumbnail="/uploads/forrest_gump_life_d0656c7679.png"
/>
<GalleryItem
original="/uploads/forrest_gump_fortune_6ec12cef1a.png"
thumbnail="/uploads/forrest_gump_fortune_6ec12cef1a.png"
/>
</Gallery>

The film features advertisements for Dr. Pepper and 7up sodas, as well as Budweiser beer.

<Gallery>
<GalleryItem
original="/uploads/forrest_gump_drpepper_58171388e1.png"
thumbnail="/uploads/forrest_gump_drpepper_58171388e1.png"
/>
<GalleryItem
original="/uploads/forrest_gump_sevenup_366d88e688.png"
thumbnail="/uploads/forrest_gump_sevenup_366d88e688.png"
/>
<GalleryItem
original="/uploads/forrest_gump_beer_404fe12af8.png"
thumbnail="/uploads/forrest_gump_beer_404fe12af8.png"
/>
</Gallery>

Forrest runs in Nike sneakers and gear, seamlessly integrated into the plot. 

<Gallery>
<GalleryItem
original="/uploads/forrest_gump_nike_47c92fac88.png"
thumbnail="/uploads/forrest_gump_nike_47c92fac88.png"
/>
<GalleryItem
original="/uploads/forrest_gump_gear_19e35999ae.png"
thumbnail="/uploads/forrest_gump_gear_19e35999ae.png"
/>
</Gallery>

The character receives a letter from Apple.

<Img
img="/uploads/letter_from_apple_forrest_gump_61ebb6f8df.png"
alt="Letter from Apple as product placement"
/>

### "The Devil Wears Prada"

This film lived up to its name and became a showcase for luxury brands.

In the opening scenes, the fashion magazine editor-in-chief, Miranda Priestly, enters with a Prada handbag. 

<Img
img="/uploads/the_devil_wears_prada_e2e8872346.png"
alt="Prada handbag as product placement"
/>

The mention of this brand also appears on a poster in the office.

<Img
img="/uploads/poster_in_the_office_aded804849.png"
alt="Prada poster as product placement"
/>

Miranda arrives at work in a Mercedes.

<Img
img="/uploads/devil_wears_prada_mercedes_354a988cc1.png"
alt="Mercedes as product placement"
/>

She gets coffee from Starbucks.

<Img
img="/uploads/devil_wears_prada_starbucks_994bd5a945.png"
alt="Coffee from Starbucks as product placement"
/>

In the magazine office, employees use Apple equipment.

<Gallery>
<GalleryItem
original="/uploads/apple_equipment_devil_wears_prada_b4ea584062.png"
thumbnail="/uploads/apple_equipment_devil_wears_prada_b4ea584062.png"
/>
<GalleryItem
original="/uploads/apple_equipment_1d1f52cbc4.png"
thumbnail="/uploads/apple_equipment_1d1f52cbc4.png"
/>
</Gallery>

Of course, in a film about the fashion world, one of the most famous luxury brands appears. Anne Hathaway's character undergoes a transformation and wears Chanel jewelry, while Miranda receives a gift from the fashion house, seen behind her in a bag. 

<Gallery>
<GalleryItem
original="/uploads/shanel_jewelry_devil_weras_prada_f1efd649ad.png"
thumbnail="/uploads/shanel_jewelry_devil_weras_prada_f1efd649ad.png"
/>
<GalleryItem
original="/uploads/devil_wears_prada_chanel_02d2fbf1c0.png"
thumbnail="/uploads/devil_wears_prada_chanel_02d2fbf1c0.png"
/>
</Gallery>


### "Twilight"

In the first part of the saga, vampires drive Volvo and Mercedes cars.

<Gallery>
<GalleryItem
original="/uploads/volvo_twilight_ead623064e.png"
thumbnail="/uploads/volvo_twilight_ead623064e.png"
/>
<GalleryItem
original="/uploads/twilight_mercedes_3d763688f8.png"
thumbnail="/uploads/twilight_mercedes_3d763688f8.png"
/>
</Gallery>

### "Avengers: Endgame"

Only a few brands could afford advertising in the highest-grossing film in the world as of 2019. In one scene, the Citi bank logo appears.

<Img
img="/uploads/citibank_commercial_in_the_movie_avengers_74f8a43454.png"
alt="Citibank commercial in the movie Avengers"
/>

And Robert Downey Jr.'s character drives a stylish Audi.

<Img
img="/uploads/robert_downey_audi_84663266b0.png"
alt="Robert Downey Jr.'s Audi"
/>

### "Transformers"

In the film, the yellow-and-black Chevrolet Camaro becomes a story hero — the Autobot robot Bumblebee.

<Img
img="/uploads/transformers_the_bumblebee_vehicle_9eedcb2a61.png"
alt="Product placement in Transformers, the Bumblebee vehicle"
/>

## Summary

Product placement is the promotion of brands through visual demonstration or mention in audiovisual content such as movies, music videos, games, and more. This type of advertising subtly forms a positive image of the product or company, expands the audience, and works indefinitely. The brand is shown visually, mentioned, or even integrated into the plot so that the characters interact with its products.

Despite its advantages, product placement is expensive, so it is usually used by high-end brands. It's also challenging to track the actual effect and depends on the reputation of the celebrities who advertise the product on screen.

Today, brand integration into multimedia content remains relevant, and investments in this direction continue to grow.

Product placement integrates brands into content, boosting recognition and sales subtly, though it's costly and hard to measure impact.

product-placement-what-it-is.png

About what product placement is, what it is like and what benefits it brings to companies.

Product Placement: Types & Examples of Advertising

What Is Product Placement: Types and Examples of Advertising

<Video
url="https://www.youtube.com/embed/k0reI157Lpc?si=h_kMdp-MJev1JEhj"
/>


After the rejection of third-party cookie files, marketers are seeking ways to enhance user action tracking and optimize marketing campaigns. If you're involved in online advertising, the term "Conversion API" (or CAPI) has probably caught your attention.

This concept is frequently encountered in advertising strategies and holds immense significance for marketers. Professionals want to keep up with the times, especially considering the changing landscape where privacy is regulated more strictly, and third-party cookies are gradually being phased out.

In this article, we will explore what Conversion API (CAPI) is, developed to address current challenges. With this tool, marketers will be able to track data, optimize strategies, and multiply revenue even as privacy takes center stage.

## What is conversion API and how does it impact tracking and optimization

In advertising, the term "conversions" refers to a wide range of actions on a website or in an application, extending beyond simple purchases. They are indicators of user engagement and interest, ultimately reflecting the success of marketing campaigns. Conversions can include product views, completed purchases, content downloads, email subscriptions, form completions, and much more.

The emergence of Conversion API is a response by Meta* and Google to the challenges posed by strengthening privacy regulations and [**the phasing out of third-party cookies**](https://altcraft.com/blog/customer-data-privacy-issues-in-digital-marketing). Such APIs are an important solution to supplement the data that marketers will no longer be able to collect.

For brands, Conversion API is also important because it changes the logic of tracking desired actions. These APIs facilitate the seamless transfer of critical user action data to the Ads Manager of the respective advertising platform. It's akin to providing real-time updates, enabling marketers to access comprehensive and timely information, thereby enhancing the tracking and optimization of advertising campaigns.

Traditional methods heavily rely on browser tracking and third-party cookies, whereas Conversion API operates on the server side. These changes are key to improving effectiveness.

## Conversion API and pixels: what's the difference

Perhaps the concept of Conversion API reminds you of its counterpart — [**pixels**](https://altcraft.com/glossary/tracking-pixel-what-it-is-how-to-set-it-up-and-how-it-works). Their function is to capture user event data using third-party cookies and transmit it to platforms. This allows marketers to tailor advertising campaigns based on user behavior, ensuring that messages are delivered to those who have shown interest or taken specific actions on online platforms. Pixels play a key role in optimizing advertising performance and are crucial for its personalization and effectiveness.

However, with the phasing out of third-party cookies and the increasing popularity of ad blockers, such tracking using pixels is losing its effectiveness. In response to this, companies are monitoring events through servers and using Conversion API as a powerful alternative.

**Comparison of conversion API (CAPI) and pixels:**

<Img
img="/uploads/comparison_of_conversion_api_and_pixels_f2ffe3c936.png"
alt="Comparison of CAPI and pixels"
/>

**If you're facing the dilemma of implementing Conversion API and pixels or just Conversion API, the answer is this: major companies recommend using both options to enhance performance, as pixels are still capable of gathering valuable data.** The more information you have at your disposal, the more effectively you'll be able to tailor your advertising campaigns.

## Using conversion API: benefits

Now let's explain why Conversion API will definitely be useful for you in implementing your marketing strategy:

### 1. Increased accuracy and reliability of data

Conversion API provides high-precision data and reduces discrepancies caused by ad blockers and browser settings.

Marketers can rely on the data obtained to efficiently optimize advertising campaigns. For example, when tracking conversions, you can be sure that each conversion is accurately recorded. Knowing this information, you can control advertising expenses and [**increase ROAS**](https://altcraft.com/blog/roi-romi-roas-difference).

### 2. Improvement of attribution modeling

With Conversion API, the selected attribution model becomes more accurate, as you can see the entire customer journey and all their activity through the sales funnel.

Marketers analyze conversions across multiple touchpoints, based not only on web data but also on CRM data, offline conversions, and events at the bottom of the funnel. This comprehensive approach provides an understanding of how different channels influence conversions. This contributes to effective budget allocation.

### 3. Improved tracking across all devices

Conversion API shows marketers how users behave on a website or other resource from different devices.

This allows specialists to track the customer's cross-device experience, thoroughly analyzing their interaction with the product. As a result, they recognize the person who responded to the advertisement from a mobile phone and then made a purchase from a computer as the same user.

### 4. Enhanced privacy

Conversion API helps marketers comply with privacy rules while minimizing dependence on third-party cookie files.

Marketers respect user privacy, thereby [**building trust**](https://altcraft.com/blog/customer-trust). With Conversion API, they collect and transmit data in accordance with privacy requirements, ultimately contributing to building a positive brand image.

### 5. Minimization of data loss

Server-side tracking using Conversion API minimizes data loss, especially when ad blockers or anonymizers are used.

Marketers know they are recording all data acquisition points. This facilitates comprehensive data analysis and more accurate decision-making.

### 6. Strengthening data control

Conversion API represents an advanced level of control over the data exchange process because the authority to manage information lies with the advertiser.

Marketers control how data is disseminated within the company. It is specialists who decide which information to transmit and when to do so. They are responsible for securely processing information in accordance with the goals of the company.

## Utilize conversion API to track and optimize data without cookie files

So, Conversion API is an important tool in the modern marketer's arsenal. Its ability to provide data accuracy, improve privacy compliance, and offer comprehensive insights into customer behavior makes it an indispensable asset in the post-cookie era.

With Conversion API, marketers successfully navigate the changes in the world of online advertising and achieve success in an environment where accuracy, trust, and efficiency become priorities. Master Conversion API to stay "in the know" in the constantly evolving digital world and witness how this tool transforms the ways of audience interaction, campaign optimization, and performance enhancement.

*
*Organization recognized as extremist in the territory of the Russian Federation*

Source: [**Actioniq**](https://www.actioniq.com/blog/tracking-and-optimization/)

Conversion API empowers modern marketers with accurate data, privacy compliance, and insightful analysis, ensuring success in online advertising.

Блог англ.png

About what the Conversion API (CAPI) is, how to use it to track data, optimize strategies and increase revenue.

Conversion API: Enhanced Analytics & Marketing Optimization

Conversion API: Enhanced Tracking and Marketing Strategy Optimization

uzum-case.png

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

bnb-bank-kejs-v-menyu.png

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

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

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

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

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

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

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

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

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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