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<Video
url="https://www.youtube.com/embed/OtvcIA0R5Wo?si=GUMxSzjryGRJwv77" 
/>

Visual search is becoming increasingly popular due to its simplicity and speed. If your business isn’t leveraging image search capabilities yet, it’s time to start. This will help you attract more customers and stay ahead of the competition.

In this article, we'll share tips on how to optimize your website for visual search and which platforms you should focus on.

<Img
img="/uploads/google_lens_67cf64e07f.jpg"
alt="Google Lens identified the location from the photo"
/>

## Who benefits from visual search

Visual search is becoming a key element of a successful [**SEO strategy**](https://altcraft.com/glossary/seo-optimization-what-it-is-and-how-it-works), helping your website attract more users. It’s not just useful for e-commerce; its applications are much broader:

- Visual search can be used to find medical information (e.g., identifying an insect bite). 

- You can find artists or works of art. 

- Gardeners use it to recognize plants and flowers or find similar ones for their gardens. 

- Students can locate study materials or books simply by photographing a cover or page.

To gain a competitive advantage, businesses need to create high-quality, relevant images and provide detailed descriptions.

## How visual search works

Visual search allows people to find information using images. A person uploads a photo to the system to find the product depicted. For example, you can photograph a plant and identify its species or origin through the internet.

<Img
img="/uploads/visual_search_flower_0082f0e8e7.jpg"
alt="Visual search quickly finds flower name and information about it"
src="A visual search quickly finds the flower name and information about it"
/>

Visual search operates as follows: the system receives an image, recognizes it, and searches online for identical or similar pictures.

The search engine selects images, ranks them by relevance, and displays them to the user. It also provides additional information such as names, locations, and prices of the objects.

<Img
img="/uploads/display_of_visual_product_726168f7ed.jpg"
alt="Display of visual product search with prices in online shops"
src="Display of visual product search with prices in online shops"
/>


The search engine uses one or both of the following methods: example-based search (the system looks for images similar to the original based on general features such as shape and color) and metadata search. This metadata includes the image file name and alt text.

Visual search employs two areas of artificial intelligence:

- **Computer vision:** This acts as the eyes of the search engine. Thanks to this technology, the computer "sees" the image just as we do. It analyzes colors, shapes, textures, and other features. For example, the computer understands that the image shows a vase, not some other object. 

- **Machine learning:** This serves as the brain of the search engine. The computer learns to recognize different objects and concepts by analyzing a vast number of images.

Imagine showing the search engine hundreds of pictures of various cats: big and small, fluffy and sleek, of different breeds and colors. The system uses computer vision to "see" these cats in the pictures. By analyzing them, it begins to understand what a cat looks like. As a result, when you show the search engine a photo of a cat it hasn't seen before, it will correctly identify the picture as a cat, even if the image is entirely new to it.

## Why visual search is beneficial for marketers

If you don't optimize your website for visual search, you're missing a significant opportunity to expand your audience and attract users who wouldn't find you through traditional search methods.
 Here are the main reasons why image search plays a crucial role in developing SEO:

**Consumer behavior:** Online shoppers [**prefer visual content**](https://www.forbes.com/sites/forbestechcouncil/2018/04/02/visual-content-the-future-of-storytelling/?sh=2a92cd703a46) over text. [**According to research**](https://www.invespcro.com/blog/the-state-of-visual-search/), over 50% of consumers say that visual information has a greater impact on their purchasing decisions. As more people use smartphones, the role of visual search is continuously growing.

**Improved** [**usability:**](https://altcraft.com/glossary/usability-notion-criteria-for-evaluation-tips-to-improve) One of the main advantages of visual search is the speed and ease of finding the necessary information—simply upload an image. Marketers help people reach their goals faster, whether it's finding a product, information, or something else. This makes the process much simpler.

**Increased conversion and engagement:** Optimizing for visual search expands your brand's audience and makes your business more visible to those searching for products and services through images. Additionally, this type of search boosts user engagement—it stimulates interest in your offerings and encourages users to explore your site in more detail. As a result, this directly impacts sales.

## How to use visual search in marketing

To optimize your site for visual search, focus on the following:

- **Structured data markup:** Use [**schema.org**](http://schema.org) markup on all multimedia files. These data help search engines better understand images and their content. Additionally, they can enable images to appear in rich snippets on Google. 

- **Content quality:** Use clear and original images and videos. Encourage the creation of user-generated content (UGC) through social media, such as by organizing a contest with valuable prizes for the most creative photos featuring your product.

<Note>.
How to use UGC correctly? Read in the article “[**User-Generated Content: What It Is and How It Works**](https://altcraft.com/glossary/user-generated-content-what-it-is-and-how-it-works)”. 
</Note>


- **Product tagging:** Link images to the corresponding product pages through relevant tags. Provide customers with an easy way to make purchases by allowing them to go directly to checkout with one click on the image. 

- **Image quantity:** To make your products more appealing to buyers, use multiple images. This not only enhances the appearance of your website but also attracts more customers through search. By using different keywords for each image, you expand your potential audience, which, in turn, increases sales. 

- **Using real photos:** Replace standard stock images with original ones. High-quality, unique visual materials boost user trust in your site and help improve your search engine rankings. 

- **Image sitemap:** Create a separate sitemap file dedicated to images. With an additional sitemap containing image information, search engines can more effectively index your visual content, increasing the likelihood that your images will appear in search results. This is especially important for large sites like online stores, classifieds, and catalogs. On smaller websites, images are typically indexed without the need for extra settings. 

- **Image filenames:** Use descriptive filenames. Give the image a short, clear name that reflects its content. This helps search engines better understand the image and display it in search results. For example, instead of IMG_13245346.jpg, it's better to use white-wardrobe.jpg. 

- **Image size:** Optimize the size of graphic files—large files negatively affect page loading speed. It's recommended to compress images with minimal loss of quality using specialized graphic editors or online services that support batch image processing. However, the images should not be of poor quality. Content with artifacts or compression traces looks unprofessional and negatively impacts user perception of the site. The recommended minimum width for uploading to the website is 1200 pixels. 

- **Alt text:** Alternative text was originally created to help users understand the content of an image if it failed to load. Search engines use the information from the alt attribute to better understand and index the image's context.


## Visual search tools


Search engines use a combination of artificial intelligence and complex algorithms to analyze, recognize, and compare images during searches. These tools benefit both users and marketers. Below, we'll explore the main tools for visual search.

**Google Lens:** This is a popular visual search service. Users upload a photo from their phone to find relevant information. For example, they can search for objects, text, landmarks, products, and much more.

Google Lens can identify plants, animals, objects, and locations. It can also translate text directly from an image, such as signs. Additionally, it reads QR codes and barcodes and displays products available for purchase. It's even used for solving math problems.

<Img
img="/uploads/how_to_solve_maths_problems_with_google_lkpapens_fd0075581b.gif"
alt="How to solve maths problems with Google Lens"
/>

**Pinterest Lens** is another popular tool, ideal for fashion and design enthusiasts. You can upload any photo and find similar items, interior design ideas, or recipes.

Pinterest Lens can recognize objects in photos and suggest similar options. It's easy to find inspiration for clothing, home, or kitchen. Additionally, special features allow you to see how makeup will look on your face or how an interior item will fit into a room.

<Img
img="/uploads/pinterest_lens_b3fb2c904d.jpg"
alt="Pinterest Lens search. Source: martech.org"
src="Pinterest Lens search. Source: martech.org"
/>

**CamFind** is an app that searches for information based on photos. Simply take a picture of any object and upload it to the app. CamFind will find similar items, provide details about the object, or even show where to buy it. The app can recognize objects, translate text from photos, and even search for information using voice input.

## Conclusion

Visual search uses images instead of text queries. With this technology, users can quickly and efficiently find the objects they need, especially when describing them in words is difficult. Visual search is used in various fields, including e-commerce, design, and fashion.

Visual search allows users to find objects quickly using images, making it especially useful in fields like e-commerce, design, and fashion.

visual-search.png

About how to optimize your website for visual search and which platforms you should pay attention to.

Visual Search: Enhancing Your Marketing through It

Visual Search: How to Use It in Marketing

<Video
url="https://www.youtube.com/embed/8gymFndEoNY?si=9MP4TBXvPYqTPdw7" 
/>

Marketing is a system of consistent actions that lead to results. When a brand enters the market or changes its positioning, various factors are considered for its promotion: the product itself, pricing, sales locations, target audience, and more.

In other words, comprehensive marketing is crucial, not random actions. This is the only way to build relationships with customers who will keep coming back to purchase again and again. To structure the work of marketers, the concept of the marketing mix was developed — a system that reflects all the aspects that need to be worked on to maintain and strengthen a brand's position in the market.

In this article, we will explain what the 7P concept is and why it is important for business.

## How the marketing mix was created

The term "marketing mix" was first introduced in the mid-20th century in the United States. Harvard professor Neil Borden proposed a system of marketing tools needed to promote a brand in 1953. Later, another scholar, Jerome McCarthy, rethought and simplified the idea in the 1960s. This led to the creation of 4P marketing — a set of tools that form a brand strategy to increase product value and profitability.

The concept included the following elements: Product, Price, Place, and Promotion. It was believed that these components were sufficient to conduct comprehensive marketing and achieve results. However, over time, marketers realized that other factors — environment, processes, and people who interact with customers — were also important. Thus, the concept gradually expanded to 5P, 6P, and today, the marketing mix exists as the 7P model. This version was proposed in the 1980s by J. Bitner and B. Booms.

## 7P concept

The 7P marketing mix incorporates the elements of the classic 4P and is supplemented with new ones for a more extensive approach to brand management. Let’s take a detailed look at each aspect of the concept.
 
### Product

This is what the brand will offer to customers and sell. Marketing begins with developing products or services that meet market demands. The product must solve a consumer’s problem and satisfy their needs. No one will buy something entirely unnecessary, minimally useful, or unclear. Therefore, the marketing mix concept starts with developing the attributes of the product or service:

- **Visual style:** This includes the design of the product itself and its packaging (brand style, logo). A clear presentation of what you are selling is crucial. 

- **Positioning:** This defines the role the product will play in the market and who it is created for: whether it is for the mass market or a niche for a specific sector or group of people. 

- **Product features:** This involves the benefits for customers and the uniqueness that will be marketed. 

- **Quality:** This parameter influences not only the price but also how the product is presented. Luxury goods and [**mass-market products**](https://altcraft.com/glossary/mass-market-what-it-is-and-how-to-promote-such-products) differ in quality, and customers in these segments focus on different criteria. Therefore, it is essential to build in the features that will meet the target audience’s expectations. 

- **Assortment:** The product should adapt to customer needs and offer various options. Variety increases the chance of reaching more people and raises the likelihood of sales.

### Price

The cost of the product is the second component included in the 7P marketing mix. Pricing is determined by the business's strategic goals, product quality, competitive environment, production costs, brand recognition, and other criteria.

Key considerations in pricing:

- **Profitability:** The product's price should cover the costs of its creation and generate profit. It’s essential to calculate all expenses accurately. 

- **Variability:** Depending on the seller's operations and the type of sales (wholesale, retail), prices are set to be market-appropriate and consider different marketing channels. The price may also vary based on the product or service's configuration. 

- **Product status:** Premium segments are initially priced higher than economy ones. Therefore, it's crucial to determine the category in which the product will be sold right from the start. 

- **Promotion:** Pricing includes marketing costs: promotions, discounts, events, etc. Possible conditions for customers are outlined, such as a brand never reducing prices by more than 20% or avoiding sales altogether. 

- [**Seasonality:**](https://altcraft.com/blog/seasonal-marketing) Some products are not in demand year-round, which should also be considered when setting prices. During the peak season, it’s important to generate enough income to offset the decline in demand during less active periods.

### Promotion


This includes the marketing strategy and all the tools used to increase brand awareness and sales. This element of the 7P concept is responsible for the information the customer receives about the product, as well as the right place and time.

Promotion typically involves the following components:

- [**Audience segmentation:**](https://altcraft.com/glossary/market-segmentation-what-it-is-its-types-and-main-stages) The customer base and potential buyers are divided into groups based on similar characteristics to provide the most accurate offer to each. Personalization is also used to improve results. 

- **Advertising budget:** A set amount is allocated in the promotion for attracting new customers. The return on investment is also calculated. 

- **Communication channels:** Tools and platforms where the company interacts with the audience, including email newsletters, SMS, push notifications, messaging apps, media, and other online and offline resources. 

- **Event marketing:** Events are a part of brand promotion, so planning and including them in the strategy is essential. 

- **Analytics:** Marketing activities should be quantified to monitor promotion, adjust strategies, and understand their effectiveness. Brands collect audience data for analysis and offer personalization. For example, [**CDP platforms**](https://altcraft.com/en/) are used for this purpose.

<Note>
If you are looking for a platform to automate your marketing, we recommend [**scheduling a demo**](https://altcraft.com/en/setupDemo) with our experts to learn how to maximize the efficiency of Altcraft Platform.
</Note>

### Place

These are the points where the product will be sold: online and offline platforms. Locations are chosen where potential buyers are present. The method of distribution depends on the product's characteristics, price, and storage conditions. The sales location should be accessible to [**the target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it), and the purchasing process should be clear and simple.

Key considerations when choosing a distribution method:

- **Product features:** Most products can now be sold online, but there are categories that buyers prefer to evaluate offline, especially expensive items. There are also digital products that are only sold online. 

- **How customers search for products:** To determine the sales platform, it’s essential to understand where potential buyers search for information about the product or service. Based on this data, distribution channels are selected: online or offline stores, social media, and other platforms. 

- **Geography:** The territory where the product is sold and the ambitions for expanding the product's location are considered. 

- **Sellers of your product:** There are options to sell through your own outlets or to distribute products through partners and dealers. In this case, a motivation system for distributors and working conditions are developed.

### People

Brands are created and promoted by people, which is why this element was added to the expanded marketing mix concept. This refers to everyone who interacts with customers directly and indirectly, as well as those who influence product choices. This includes salespeople, company managers, "opinion leaders," and brand advocates — consumers who buy from you and promote your brand without payment. It’s important for a business to establish effective communication between these people and the potential audience.

Methods and tools used for this include:

- **Corporate culture:** Internal processes and communication within the company reflect on customer interactions. Therefore, building a strong culture is essential for providing high-level service. 

- **Training:** To communicate effectively with customers, employees must be knowledgeable in their field and possess communication skills. Thus, it is the responsibility of the leadership to organize training that aligns with business goals. 

- **Motivation:** Maintaining high levels of service and sales is possible when employees are motivated and perform their duties diligently. For this, businesses need a system of incentives (both material and non-material) that keep the staff "in shape." 

- **Loyalty programs:** To encourage customers to continue buying and recommending your brand, it’s important to motivate them as well. This usually involves bonuses, special conditions, promotions, and well-established communication. 

- [**Working with opinion leaders:**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy) Strategies for working with influencers aren’t limited to paid advertising. This can include joint media projects, product creation, or even becoming a brand ambassador.

### Physical evidence

A customer's purchase decision is often influenced by what they see around them: from the product's packaging to the store's interior and the staff's appearance. The design of your office and branded promotional materials also plays a role.

All of these elements create an atmosphere and the right mood that encourages purchases.

In the online world, factors like a well-designed, visually appealing website, social media pages, and other brand accounts, as well as digital materials from the company, have an impact on the customer.

### Process

This refers to the system of interaction between the company and the customer, including communication processes that influence purchasing decisions. This encompasses the speed and quality of service, delivery, and other elements that guide the customer through [**the sales funnel**](https://altcraft.com/glossary/sales-funnel-what-it-is-its-types).

Interaction processes should be as convenient and comfortable as possible for users of the product or service. This helps maintain customer loyalty, encourages repeat purchases, and prompts customers to recommend your brand to others. To improve service quality, customer feedback is collected, and analytics are used to identify areas where processes may be "lagging."


## Summary

The 7P marketing mix is an expanded version of the 4P model, which includes additional elements for brand strategy. The concept consists of marketing tools and methods that work to promote products and services, as well as to increase sales and brand awareness.

Originally, the 4P model included the following components: Product, Price, Promotion, and Place. In the 7P concept, three more elements were added to reflect the modern realities of the market and business development: People, Physical Evidence, and Process.

The 7P marketing mix expands the 4P model, adding People, Physical Evidence, and Process to adapt to modern market and business needs.

marketing-7-p.png

About what the 7P concept is and why it is important for business.

Marketing 7P: a Comprehensive Approach for Your Business

<Video
url="https://www.youtube.com/embed/1yvQSkCp66E?si=Skk-SLwn25QKnpOM"
/>

Imagine this: users open your app and find exactly what they're looking for. They keep coming back for more. That's the power of personalization — it creates a unique experience for each customer.

Sounds great, but how do you make it happen without a huge team? The answer is simple: start by personalizing your communications.

In this article, we'll explore how to personalize mobile apps and effectively engage users.


<Img
img="/uploads/spotify_offers_personalized_392d4fb573.jpg"
alt="Spotify offers personalized weekly playlists"
src="Spotify offers personalized weekly playlists, carefully crafted to match individual user preferences. Source: flightdigital.co.nz"
/>

## What is App Personalization?

Personalization means tailoring the app's functionality to each individual user. It's based on data about user behavior, preferences, and needs.

There are many ways to implement it: from [**personalized push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) and welcome screens to adapting the app's content and features for each specific user.

## Why You Need Mobile App Personalization 

Thanks to personalization, you create a truly engaging experience for each individual. Here's why it's beneficial:

- **Increased engagement**. By offering what the user truly needs, you make your app indispensable.
 
- **Higher conversions**. Targeted messages and offers encourage people to make more purchases.

- **Reduced user churn**. Increased loyalty means fewer people are likely to leave.

## How Personalization Works

There are many ways to personalize. They can be divided into two main categories:

- The first is **user experience personalization**, where the app adapts its functions to a specific person. For example, a fitness app provides training programs tailored to the user's needs. In this case, the person specifies their fitness goals themselves.

- The second is **contextual personalization**. Here, the app analyzes user actions in real time. *For example, it suggests products based on the user's location, or recommends additional purchases, taking into account previous orders. In other words, the app interacts with each user individually, taking into account their specific situation.*

Combining these two approaches unlocks a vast array of experimental possibilities. You can create a comprehensive, personalized user experience for your application. 

For content-based applications, display the most relevant content directly on the home screen. In an online store, allow users to save their favorite products. Then, leverage this data to send [**personalized messages**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters).

<Img
img="/uploads/amazon_app_9a884e7193.jpg"
alt="Amazon app"
src="For example, in the Amazon app, you can add items to a list"
/>

## How to Personalize Mobile Apps 

Let's explore some effective strategies for tailoring mobile apps to individual users. 

### Segment Users Based on Behavior 

This segmentation is based on analyzing user data, including their in-app actions (such as purchases made) and preferences (like music listened to). This divides users into groups with similar behaviors and tailors content based on their actions and interests.

<Img
img="/uploads/kindles_personalization_e8de46a88d.jpg"
alt="Personalization of books"
src="Kindle’s personalization"
/>

**Create more** [**detailed segments**](https://altcraft.com/help-center/manage-customer-database/database-segmentation-for-email-newslettering). Once you've gathered enough customer data, group users based on multiple conditions and usage patterns. For instance, segment people who:

- Have made at least one purchase in the last month; 

- Haven't opened the app for more than five days. 

Then re-engage them with a push notification offering a discount on their next purchase.

**Classify app users by engagement level.** For example, you can identify segments with the highest potential value: "gold" customers, "silver," and "bronze." "Gold" consumers can be offered more loyalty programs and discounts.

###Communicate with customers across multiple channels 

Utilize various communication channels for maximum impact. For instance, send personalized messages via push notifications, email, SMS, or [**within the app itself**](https://altcraft.com/blog/in-app-advertising-what-it-is)

<Note> 
To maximize the effectiveness of omnichannel marketing, try Altrcfat — a CDP platform that ensures high-quality customer interactions across various channels. 
</Note>

**Utilize alternative communication methods if a customer doesn't open your message.** This way, you'll reach customers through the channels they interact with most frequently. Imagine users who don't open your push notifications. In this case, send them a message via email or SMS. But, of course, avoid spamming.

You can also combine channels: for example, you send a user a push, they click on it, and they're taken to the app where an in-app message with details awaits them.

###Personalize Your Push Notifications

Push notifications are a great way to engage and retain users, but generic messages often get ignored. Personalized notifications, on the other hand, are four times more likely to be noticed, [**according to Leanplum**](https://www.leanplum.com/glossary/android-push-notifications/).

For example, instead of sending a message like "You have items in your cart. Please buy them," you send a personalized push: "(Customer's Name), you left a Hawaiian pizza in your cart!"

<Img
img="/uploads/push_notification_from_duolingo_c10e53f91c.jpg"
alt="Creative push notification from Duolingo"
src="An example of a creative push notification from Duolingo — the character tells you how long your streak is"
/>

### Personalize In-App Messages

In-app messages are a great way to communicate with customers while they're actively using your product. Here are a few helpful tips:

- Show messages at the right time. For example, send an offer to place an order to a user who has opened the app for the second time this week.

- Segment users for different in-app messages. For instance, target users based on their activity, experience, preferences, and previous actions.

###Ensure Messages and App Content Align Seamlessly

Messages and the overall user experience should complement each other. If they're inconsistent, users are likely to get confused. 

Highlight valuable features in your notifications that users might miss. A good approach is to directly link users to the relevant section so they don't have to search for it themselves.

Encourage users to take specific actions, such as using certain features or placing an order. For example, in your food delivery app, recommend a particular restaurant or dish based on their past orders and preferences.

###Leverage Location-Based Personalization 

This type of personalization is a powerful way to boost engagement. It's particularly beneficial in industries like travel, food delivery, and retail.

###Send Messages at the Right Time 

Choosing the optimal time and frequency for sending messages is crucial. Sending notifications at the right moment significantly increases their effectiveness. Manual scheduling isn't the most efficient approach — it's better to utilize self-learning algorithms like those found in Altcraft Platform. The ML module will determine the best time to send push notifications.

### Utilize A/B Testing 

Through A/B testing, you can [**experiment with various elements**](https://altcraft.com/features/mvt) such as sending times, design, text, calls to action, and links. This will help you determine which messages resonate best with different users.

## Levels and Types of Personalization 

Personalized marketing doesn't always require a highly individualized approach to each user. More general methods can also be used. Let's learn more about the levels of personalization below.

### Promotions for Everyone 

This is the most common type. These are promotions designed for a wide range of consumers and cover all products. There's no personalization here, and no special technologies are required. Simple mass distribution of discount coupons is all that's needed.

<Img
img="/uploads/promotions_for_everyone_37dc29504f.jpg"
alt="Promotions for Everyone"
/>

### Loyalty Program Promotions 

These offers are restricted to a specific manufacturer or a particular group of products. With this approach, you provide customers with special terms, such as bonus points, gifts, or simply discounts until a certain date.

### Targeted Offers
Promotions designed specifically for a particular segment of customers are called targeted offers. Customer segmentation is based on various criteria, including demographics, purchase history, and other factors.

### Personalized Offers

Here, you focus on narrower audience segments. 

This highly popular approach in modern mobile marketing involves dividing users into groups based on various criteria. Then, the most relevant offers are selected for each of these segments. For instance, instead of sending bonus points to the entire audience, you could limit them to customers who recently celebrated their birthdays.

### Tailored Offers

The pinnacle of personalization is programs created specifically for an individual customer, taking into account their personal information and interaction history. Prime examples include automatically generated playlists based on a user's musical preferences.

### Types of Personalization

- Personalization for improved usability: Here, you suggest to the customer the nearest store or offer to repeat an order.

- Reminders: Here, you can inform the user about a discount on a product in their cart.

- Motivation: You can send the user a message encouraging them to continue their lessons ("You haven't studied Spanish for 5 days") or return to listening to an album.

##Challenges of Personalization

### Lack of Suitable Tools

Many retail companies consider data collection and processing to be the primary challenge in personalizing the customer experience. This is often due to a lack of resources for implementing and maintaining the necessary technologies.

###Data Errors

Personalization in mobile apps is based on user information. The more accurate this data, the better the app can adapt to each customer. However, if the information is incorrect or outdated, it can ruin the user experience. For example, if a person mistakenly clicks on a product they don't need, and the app then recommends similar products, it will cause a negative reaction. Give users the ability to opt out of irrelevant suggestions — for example, by allowing them to remove items from recommendations using a special button.

<Img
img="/uploads/aliexpress_9ad5da105a.jpg"
alt="The AliExpress feed"
src="After accidentally clicking on a fishing product, the AliExpress feed was flooded with fishing gear recommendations"
/>

### Data Security Challenges 

Many people are willing to share their information in exchange for personalized offers. [**About half of users**](https://www.blog.udonis.co/mobile-marketing/mobile-apps/mobile-app-personalization) don't mind if a brand uses their purchase history.

However, it's important to handle user privacy with care. Be as transparent as possible about data collection and usage. Avoid [**data breaches**](https://altcraft.com/blog/how-to-respond-to-data-breaches).

## Conclusion 

Personalization is an integral part of a successful mobile application. With personalization, you create a product that precisely meets the customer's needs and makes interacting with the app more enjoyable.

However, it's important to remember that effective personalization is impossible without respecting user privacy. Only a balance between a personalized approach and protecting personal data will help the app gain trust and popularity.

In this article, we will analyze how personalization works, as well as how to personalize mobile applications and effectively engage users.

what-is-mobile-app-personalization.png

About how to personalize mobile apps and effectively engage users.

What Is Mobile App Personalization and How to Use It

Mobile App Personalization: How to Use It

<Video
url="https://www.youtube.com/embed/zCHfWrEPMuA?si=PFxU1iuA61877oaK"
/>

Marketing and advertising are integral parts of the digital world today. It's hard to imagine websites and social media pages without banners promoting products and services. Online advertising works, which is why investments in this area are growing. In 2023, spending on this type of promotion reached [**$415.5 billion**](https://www.statista.com/statistics/273717/global-internet-advertising-expenditure/), and by 2024, it grew to [**$442 billion**](https://www.statista.com/statistics/273717/global-internet-advertising-expenditure/). By 2026, it's predicted that [**60% of advertising expenses**](https://www.statista.com/statistics/273717/global-internet-advertising-expenditure/) will go to digital advertising.

The variety of platforms and ad formats offers opportunities for brands to expand their audience, increase brand recognition, and boost sales. However, it’s crucial to choose the right platforms that fit your business.

In this article, we'll explore the different types of online advertising and discuss their features.

## What is online advertising

Online advertising involves promoting a product or service on various digital platforms such as websites, video hosting platforms, social media, and messaging apps to boost sales.

Online promotion also increases brand awareness, informs the audience about products, shapes a company's image, and can even create artificial hype.

The placement of ads on the internet began with the advent of websites. The first online ad is considered to be a banner by AT&T, which was placed on October 27, 1994. At that time, ads did not cater to user interests but simply appeared on a platform without targeting a specific audience. A more “intelligent” display method was conceived in 1997 when GoTo introduced the idea of showing ads based on people's search queries.

Today, this is a common practice. Advertising has become more targeted, with personalized offers made possible through the collection of customer data (for example, via a [**CDP platform**](https://altcraft.com/en/)) and tracking their behavior on websites and purchase history.

Despite its advantages, online promotion has its drawbacks. The main concern is the cost of online advertising. There is significant competition, especially in popular niches. A single lead can cost a few cents or several thousand rubles, leading to varying advertising budgets. Large brands spend millions on online promotion.


**Types of advertising by content format:**

- Text ads with a link to the advertiser's website. 

- Banners with design and text. These can be static, animated, or even interactive. 

- Video ads, usually inserted into other videos such as those by bloggers or movie trailers.


## Types of online advertising

### Contextual advertising

Text and graphic ads in the browser that appear in response to search queries and sometimes "follow" the user on search engine resources. Such product or service ads are always marked with a special label and appear at the top of search results, increasing the chances of clicks and purchases.

Contextual advertising is configured based on parameters like keywords and phrases that people search for. It can also take into account previous user actions, such as targeting ads to users who visited certain websites but didn’t convert. Additionally, factors like gender, age, location, and other parameters are considered.

<Img
img="/uploads/example_of_contextual_advertising_84187d12ab.jpg"
alt="Example of contextual advertising"
src="Example of contextual advertising"
/>


**Advantages of contextual advertising**

- **Quick results.** Contextual advertising for products and services works effectively because it targets people who are already planning to buy. It speeds up the customer journey by immediately presenting potential stores and companies that can solve their problem. 

- **Audience expansion.** This type of online advertising reaches a large number of people. Millions of users search for information on social networks.


- **Result control.** Services for setting up contextual ads provide detailed analytics that show the success or failure of the advertising campaign. You know exactly how your budgets are being spent.

**Disadvantages of Contextual Advertising**

- **Cost.** To keep your ad in the top positions, you'll have to pay more. The setup of contextual advertising itself also incurs costs. 

- **Competition.** In certain areas, you need to "fight" for the top spots in the ad block. This requires both financial and technical efforts, as proper ad setup is crucial. 

- **Complexity.** Contextual advertising is not a campaign that can be launched with a single click. It requires expertise or a specialist to manage it, which isn’t always budget-friendly. Moreover, it’s not a set-it-and-forget-it solution; the process needs to be continuously maintained and adjusted.

### Targeted advertising

Ads aimed at a specific audience on social networks and other platforms. This type of advertising is customized based on demographic and geographic criteria, interests, community memberships, and user actions. Additionally, similar audiences can be targeted.

Targeted ads not only drive sales but also increase brand awareness and expand the audience. For example, they can attract new subscribers.

Available formats include text ads and ads with media files. These can be supplemented with call-to-action buttons if needed. The setup is done through the ad managers of social networks or third-party services.

<Img
img="/uploads/targeted_advertising_4b06e8d065.jpg"
alt="Examples of targeted advertising"
src="Examples of targeted advertising"
/>
<Img
img="/uploads/targeting_c54cd7d1c4.jpg"
alt="Examples of targeted advertising"
src="Examples of targeted advertising"
/>

**Advantages of Targeted Advertising**

- **Cost.** You can start advertising with a small budget, especially if you know how to set up the ads yourself. This way, you won't need to pay for a targeting specialist. 

- **High Reach.** Social media platforms have a diverse and vast audience, making targeted ads a great way to reach potential customers. 

- **Personalization.** Proper ad settings ensure that the advertisement directly addresses the needs of the individual, increasing the likelihood of a purchase.


<Note>
To learn how to maximize the effectiveness of personalized marketing, check out our article "[**Personalization: What It Is and Why Personalized Marketing Matters**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters)."
</Note>

**Disadvantages of targeted advertising**
- **Competition.** Many brands want to advertise on social media, so in some niches, you’ll need to invest more budget and differentiate yourself from other offers. 

- **Client Inaccessibility.** While people actively use social media and consume content, they often develop [**banner blindness**](https://altcraft.com/glossary/banner-blindness-its-causes-and-how-to-deal-with-it) towards ads, leading them to simply scroll past your advertisements. 

- **Constant Monitoring.** Targeted ads require ongoing adjustments based on audience reactions. Even if a campaign is successful, the audience can become "burned out," necessitating changes. Managing this process requires expertise or a dedicated specialist.
 
### Banner advertising 

Placement of media and text elements on online platforms. This includes static or animated banners, as well as interactive elements (e.g., quizzes) and videos. The ads are embedded into website content or placed in dedicated blocks, leading users to the advertiser's site.

They are configured in a search engine’s dedicated ad manager. For example, Yandex has its own advertising network (YAN) that covers all the company’s services. Additionally, there are independent advertising platforms that sell ad placements across various sites.

<Img
img="/uploads/banner_advertising_1ca515e6fa.jpg"
alt="Example of banner advertising"
src="Example of banner advertising"
/>

**Advantages of Banner Advertising**

- **Audience reach.** Ad blocks are added to almost all media sites and others that millions of people visit daily. 

- **Simplicity.** Banners are a familiar and user-friendly advertising tool that’s easy to interact with. Users know what to expect, making them more likely to click. 

- **Versatility.** Banner advertising is suitable for almost any business in both B2C and B2B sectors.

**Disadvantages of banner advertising**

- **Ad blockers.** Some users will never see your ads because they use ad-blocking features, preventing the ads from displaying. 

- **Banner blindness.** Due to the large number of ads, people often stop noticing them. To stand out, you need to come up with new, creative solutions. 

- **Cost.** There is also high competition in certain sectors, which can drive up ad placement costs.

### Retargeting

Showing ads to users who have already taken some action on the site, such as viewing a product, adding it to their cart but not completing the purchase, and so on. Typically, banner and text ads "follow" the user on other sites. This type of advertising brings users back to purchase or reignites their interest, increasing the chances of a sale.

<Img
img="/uploads/retargeting_42a6ea8127.jpg"
alt="Example of retargeting"
src="Example of retargeting"
/>

**Advantages of** [**retargeting**](https://altcraft.com/blog/what-is-retargeting)

- **Precision.** This type of advertising doesn’t guess the user’s interests but shows exactly what they’ve already shown interest in. It’s a personalized and more accurate approach. 

- **Increased sales.** Reminding users of forgotten or viewed products is an excellent way to encourage a purchase. 

- **Loyalty.** A "follow-up" ad can be perceived as a form of customer care. The ad reminds the person of what they wanted to buy but didn’t for some reason.

**Disadvantages of retargeting**

- **Intrusiveness.** People don’t always react positively to retargeting. For some, it’s a helpful reminder; for others, it’s just unwanted noise. 

- **Lack of universality.** This type of promotion is only suitable for certain niches (often product-based) and segments with a fast buying cycle. One-time or urgent services are unlikely to be effectively advertised through retargeting. 

- **Ad blockers.** Like other types of ads, there are tools online that prevent them from being shown.

### Advertising with bloggers and other influencers

Placing information about your products and services in influencers' accounts. This can include a promotional ad, a contest, or a more native format, such as a casual mention of the product within the content, a joint project, or a review.

For YouTube bloggers, this often involves inserting your video into theirs. With the halt of ad displays for Russian users in 2022, this format has become especially popular.

<Gallery>
<GalleryItem
original="/uploads/influencers_advertising_5bd55c85ee.jpg"
thumbnail="/uploads/influencers_advertising_5bd55c85ee.jpg"
description="Advertising from influencers on social networks"
/>
<GalleryItem
original="/uploads/advertising_from_influencers_18d98bb50d.jpg"
thumbnail="/uploads/advertising_from_influencers_18d98bb50d.jpg"
description="Advertising from influencers on social networks"
/>
</Gallery>

**Advantages of** [**advertising with influencers**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy)

- **Creative presentation.** Bloggers have learned to approach their advertising in unconventional ways, often not just talking about a product or service, but integrating them into their content and making entertaining videos. 

- **Audience trust.** Followers listen to bloggers' opinions and sometimes imitate their lifestyle. Therefore, the audience trusts the influencer's recommendations. 

- **Brand recognition.** Collaborating with a blogger (especially a well-known one) can significantly increase brand awareness.

**Disadvantages of advertising with bloggers**

- **Low-quality audience.** It's not always clear whether the influencer's followers are the right fit for your advertising. If the blogger gained their audience through contests, these might be people who are not genuinely interested in their content. In such cases, there may be no trust or connection: just a "dead weight" that won’t make purchases. 

- **Unpredictability.** It's impossible to accurately predict the return on investment from influencer advertising. This makes it much less reliable compared to targeted ads and contextual advertising. 

- **Unreasonable cost.** The influencer market has only loose guidelines for pricing. Without clear outcomes, bloggers may charge inflated prices.

### Native advertising

This involves placing information about a product or service within the context of other content. It typically appears in articles in media outlets or blogs where the advertisement seamlessly integrates with the topic. For example, a publication about seaside tourist spots might include a recommendation for swimwear. Or an article on urban planning principles could feature examples of projects by a specific construction company.

Native advertising also appears in video interviews, podcasts, and blogger content. This format is only limited by mandatory labeling requirements in certain countries.

<Img
img="/uploads/examples_of_native_ads_db75406a5c.jpg"
alt="Examples of native ads"
/>

<Img
img="/uploads/native_ads_59f29d6cea.jpg"
alt="Examples of native ads"
src="Examples of native ads"
/>

**Advantages of Native Advertising**

- **Subtlety.** It offers an almost advertisement-free experience, as the user doesn’t receive a pushy sales message. Instead, it’s a gentle recommendation that doesn’t overwhelm the audience. 

- **Discreet format.** Many users don’t recognize native ads, which are often skipped over. This feature increases a brand’s chances of reaching the audience in a soft, unobtrusive way. 

- **Positive reception.** Native advertising is often creative and typically light-hearted, so it doesn’t irritate people and can boost [**audience loyalty**](https://altcraft.com/blog/customer-loyalty).

**Disadvantages of native advertising**

- **Cost of placement.** Creative native ads, especially on media outlets, blogs, or influencer platforms, often come with a high price tag. 

- **Implementation complexity.** To truly advertise your products and services in a native manner, you need to develop an unconventional scenario, and sometimes an entire project (like producing a web series), which requires significant investment. 

- **One-off nature.** It’s unlikely that you’ll be able to reuse the idea from one campaign for another, as native projects are created uniquely.

### Mailings

Sending promotional messages from your brand to users through various communication channels: SMS, Push notifications, email, and messaging apps. Companies use mailings to inform customers about new products, discounts, and promotions, hold contests and interactive activities, and invite clients to events.

First, [**a customer database**](https://altcraft.com/glossary/everything-about-the-customer-database) of email addresses or phone numbers is collected, and then a marketing campaign is launched.

<Img
img="/uploads/advertising_messages_017e1af0f5.jpg"
alt="Advertising messages"
/>

**Advantages of mailings**

- **Personalized approach.** By gathering information about the customer, it’s possible to offer exactly what they need, reducing the risk of wasting the advertising budget. 

- **Targeted reach.** Ads are sent to specific individuals rather than being shown to an unknown audience, giving companies more predictability and certainty in results. 

- **Clear analytics.** Mailing services provide statistics on delivery rates, open rates, and conversions. This data helps optimize campaigns for better outcomes.

**Disadvantages of mailings**

- **Database collection.** Mailings require collecting customer contact details, which takes time and resources. Purchasing third-party databases is not advisable, as they may contain irrelevant audiences. 

- **Restrictions.** Mailings can only be sent to users who have given consent, or else there’s a high risk of being marked as spam or facing fines. There are also [**rules for mass mailings**](https://altcraft.com/blog/mass-mailing) set by email clients and messaging apps that need to be followed and constantly adapted to. 

- **Competition for attention.** People receive dozens of notifications daily, and your message may get lost unless it stands out among the others.

## Summary

Online advertising remains one of the most popular methods for promoting products and services in the digital space. Placing ads on web resources enhances brand awareness and sales.

There are various types of online advertising: search engine advertising (contextual), targeted advertising for specific audiences on social media, banner advertising (placement of graphic, video, and animated elements) on websites, and retargeting (ads shown based on user actions). Additionally, there is native advertising, which promotes products subtly within the context of other content. Advertising can also be placed on the pages of bloggers and other influencers. A separate form of online promotion is mailings through email, SMS, Push notifications, and messaging apps.

Online ads boost brand awareness and sales via search, social media, banners, retargeting, native ads, influencer content, and email campaigns.

types-of-advertising.png

About what types of online advertising there are, we will tell you about their features, advantages and disadvantages.

Online Advertising: Types, Advantages & Disadvantages

Types of Online Advertising: Pros and Cons

<Video
url="https://www.youtube.com/embed/2kvF-FYxFvk?si=DHg3DTAfEIVEKV9h"
/>

The Telegram messenger is one of the most downloaded in the world today. Every month, it gains [**700 million new users**](https://popsters.com/blog/post/statistics-and-analytics-on-telegram#:~:text=Telegram%20is%20one%20of%20the,downloaded%20in%20Russia%20and%20India.) who not only communicate through the service but also receive information (news, useful content).

In 2015, Telegram introduced channels, which became an alternative to traditional media and gained influence globally. Statistics show that in 2023, the audience for this type of content publication and chats in Russia alone reached [**2.47 billion people**](https://popsters.com/blog/post/statistics-and-analytics-on-telegram#:~:text=Telegram%20is%20one%20of%20the,downloaded%20in%20Russia%20and%20India.). Therefore, Telegram is an essential tool for businesses: brands use it to announce new products, build marketing communications through various activities such as polls, contests, advertisements, news, and more.

In this article, we will explore how to create a Telegram channel, set it up, and gain subscribers using both free and paid methods.

## How to create a telegram channel 

First, decide what type of channel suits you best. There are:

- Public channels, which any user can join;
- Private channels, accessible via an invite link.

When creating your channel, specify the type you need; you can easily change it later in the settings. Public channels are usually chosen to increase visibility and sales, while private channels can have a paid entry. This depends on your business goals and objectives. 

### Step-by-Step Guide to Creating a Telegram Channel

Using an Android device as an example (the steps are similar and intuitive on iOS devices and the desktop version):

**1. Press the pencil icon**, which brings up options. Select "New Channel," confirm, and proceed to the next step.

<Img
img="/uploads/select_new_channel_on_telegram_822c934d81.jpg"
alt="Select new channel on Telegram"
/>

<Img
img="/uploads/create_new_channel_on_telegram_eda9f48e78.jpg"
alt="Create new channel on Telegram"
/>

**2. Enter a name and description** (up to 255 characters) to demonstrate what your Telegram channel is about. You can edit these later.

<Note>
**Note!** If the channel is public, choose a name that is easy to find in search.
</Note>

At this stage, add an avatar. This is an image that reflects the essence of the channel and stands out in the chat list.

<Img
img="/uploads/add_name_d2526165bb.jpg"
alt="Add name, description on Telegram channel"
/>


**3. Choose the type — private or public Telegram channel.** For the private option, the messenger will automatically suggest a link. For the public option, you will need to create your own link. The system will check for duplicates immediately. While names can be repeated, the Telegram channel link must be unique and contain 5 to 32 Latin characters or digits.

<Img
img="/uploads/choose_the_type_of_telegram_channel_a4e6671ae5.jpg"
alt="Choose the type of Telegram channel"
/>

Next, you can enable or disable the setting that prevents copying, saving, and forwarding content. This is particularly relevant if you are publishing paid information.

**4. Add people from your contact list.** You can skip this step and do it later.

<Img
img="/uploads/add_subscribers_to_telegram_8ae88df571.jpg"
alt="Add subscribers to Telegram channel"
/>

**5. Done! Write a post** (and pin it if needed) so that the first subscribers to your Telegram channel understand what interesting content they will find and don't think it's spam.

<Gallery>
<GalleryItem
original="/uploads/write_a_post_074d3f14e3.jpg"
thumbnail="/uploads/write_a_post_074d3f14e3.jpg"
/>
<GalleryItem
original="/uploads/first_posting_to_telegram_d6f27963a4.jpg"
thumbnail="/uploads/first_posting_to_telegram_d6f27963a4.jpg"
/>
</Gallery>

## Telegram channel settings

### How to add comments to a telegram channel

Click on the avatar or the three dots in the desktop version. Find "Channel Settings" and create a separate group that automatically connects to the channel.
Click on the avatar or the three dots in the desktop version. Find "Channel Settings" and create a separate discussion that automatically connects to the channel.

<Gallery>
<GalleryItem
original="/uploads/create_a_separate_group_46e74e7426.jpg"
thumbnail="/uploads/create_a_separate_group_46e74e7426.jpg"
/>
<GalleryItem
original="/uploads/create_a_separate_discussion_ded0b4a7f3.jpg"
thumbnail="/uploads/create_a_separate_discussion_ded0b4a7f3.jpg"
/>
</Gallery>

<Img
img="/uploads/add_discussion_to_a_telegram_channel_d7a38ac5c6.jpg"
alt="Add discussion to a Telegram channel"
/>

<Img
img="/uploads/name_the_group_36f13d03b5.jpg"
alt="Name the group on Telegram"
/>

<Img
img="/uploads/options_for_a_group_8f154cb400.jpg"
alt="Options for a group"
/>

All comments will be displayed in this group. You can unlink or delete it at any time (in which case, all user messages will disappear). 

<Img
img="/uploads/demo_of_a_group_63977e0e48.jpg"
alt="Demo of a group on Telegram"
/>

Comments are an important function for communication between a business and its consumers. Through them, the brand receives feedback, monitors audience reactions, and increases loyalty and engagement — Telegram channel statistics are tracked based on various parameters, which become available once you reach 50 subscribers. [**Lead generation**](https://altcraft.com/glossary/what-is-lead-generation) is also possible if users leave requests for your services or products in the channel comments.

### Reactions

Reactions are automatically enabled with a maximum of 11 emojis per post. You can set limitations or disable reactions entirely. Custom emojis can also be added.

<Img
img="/uploads/reactions_on_telegram_93f80ab73c.jpg"
alt="Reactions on Telegram"
/>

### Adding Administrators

To manage the channel collaboratively, you can grant access to other people. Administrator rights are set in the settings, allowing or restricting the ability to change the channel profile, manage posts, stories, and broadcasts, add subscribers, and assign other administrators.

<Img
img="/uploads/managing_the_administration_board_07ec552720.jpg"
alt="Managing the administrators board"
/>
<Img
img="/uploads/configuring_administration_actions_2c4d074ef1.jpg"
alt="Configuring administrators’ actions"
/>

### Design

This feature is only available to channels that have received enough votes from Premium subscribers. Therefore, at the initial stage, the standard design remains.

<Gallery>
<GalleryItem
original="/uploads/the_design_features_ef05461fc3.jpg"
thumbnail="/uploads/the_design_features_ef05461fc3.jpg"
/>
<GalleryItem
original="/uploads/features_9e1c8a5264.jpg"
thumbnail="/uploads/features_9e1c8a5264.jpg"
/>
</Gallery>

## How to promote a Telegram channel


Although messengers are incorporating social media elements like stories and reactions, they still don’t have a publication feed where the audience can randomly see posts. Therefore, promoting a Telegram channel is a distinct task for creators. The methods are divided into paid and free options.

<Note>
Want to understand how messenger marketing works? Then we invite you to check out our article [**How Messenger Marketing Works: Benefits and Strategies**](https://altcraft.com/blog/messenger-marketing)
</Note>

### How to gain subscribers on a Telegram channel: free methods 

<Table>
|**Method**|**Description**|
| ------ | ------ |
|**Traffic from other platforms**| Your content on YouTube, Instagram*, or your website can drive traffic to your Telegram channel. To do this, you need to engage your audience with unique content and/or offer bonuses for joining. Place a link to your channel on all social media platforms and invite followers from there. Email newsletters announcing the new channel can also include a link in [**the email signature**](https://altcraft.com/blog/signature-in-emails). |
| **Directories** | Listing your channel on special directory sites makes it easier for users to find it by specific topics and for advertisers (if you plan to monetize through integrations). Telegram channel exchanges are conditionally free: to gain visibility and rank higher in the directory, you'll need to pay. Examples of directories: telega.in, [**Teletarget.com**](https://timeweb.com/go?url=https%3A%2F%2Fteletarget.com%2Fcatalog%2F&hash=571a0f6938568f78d4b0382d09c15a914cc6b101), [**Perfluence.net**](https://timeweb.com/go?url=https%3A%2F%2Fperfluence.net%2Ftelegram&hash=c3cb087c424a9393c58d8780d80224aa222f3a12), [**Epicstars.com**](https://timeweb.com/go?url=https%3A%2F%2Fcoral7.com%2FcJzvrP%3Fsubid1%3Dkursfinder-twb%26amp%3Bid%3Dbirzhi-telegram&hash=54a67946bcd773f1ab93dc42364f816f838eb1d0). |
| **Cross-promotion** | To do this, find channels with a similar audience and negotiate with the authors for mutual promotions. This results in a mutually beneficial exchange of subscribers. However, this method may not be suitable for newly established channels, as they might not have much to offer in return. With a small number of subscribers, the partner may not see a significant increase in audience, but it's still a good step towards growth. |
| **Unique content** | If you provide interesting and unique information, people will share it, which will help promote your channel. Avoid copying what others are doing. Create your own format and presentation to stand out. | 
|**Barter with channels and bloggers** | An option where instead of paying, you offer your brand's product or service in exchange for advertising your Telegram channel on a blogger's platform or another channel. Not everyone, especially well-established and large bloggers who rely on their blog for income, will agree to this. However, micro-influencers often accept such deals, and their audience trust can be higher due to the more personal nature of their blogs. |
| **Collaboration** | Unlike bartering, in this case, you don’t share your products or services; instead, you create something collaboratively. For example, you could run a promotion that benefits the audiences of both channels or a contest where participants need to subscribe to the Telegram channels of the organizing brands. Collaborations also include joint events and webinars. |
| **Guest blogging** | This involves publishing articles on other brands' or authors' platforms, as well as on open platforms, where you can include links to your channel. To engage the audience, you need to create content that grabs attention and is either unique or highly useful. |
| **Custom stickers** | Create a creative sticker pack that people will want to use in their conversations. It should be a well-designed set of stickers. If people start using it, it will increase your channel’s recognition. |
| **Offline events** | You can add a QR code linking to your resource in presentations for events where a brand representative or the expert themselves is a speaker. |
| **Hashtags** | At the end of May 2024, global hashtags were introduced in the messenger. Now, if you tag your posts correctly, they will appear in public hashtag searches. |
</Table>

### How to gain subscribers for a Telegram channel: paid methods

<Table>
|**Method**|**Description**|
| ------ | ------ |
| **Advertising in other channels and with bloggers** | A simple and straightforward method that depends on your budget and creativity. Reach out to channel owners or bloggers (not necessarily from Telegram) to arrange a post or storytelling about your channel. |
| **Advertising on Telegram** | A small text message (up to 160 characters) without images may be used. The ad is placed on selected thematic channels without the need for admin approval. The format is native, but there are many restrictions and relatively high costs. |
| **Promotion through media outlets** | This approach is useful for channels promoting offline businesses in a specific region (local media is ideal) or online services and products with a broad audience. Arrange for a publication about your channel with journalists from publications and news sources. This could be a note, interview, or even a video about your business and channel. |
| **Podcasts** | Such a dedicated content project can also grow your channel's audience. Creating a podcast requires an investment of time and money, so starting one solely to promote your Telegram channel might not be the best idea. However, if you already have a podcast or are planning to launch one, integrate your channel's promotion into it. |
| **Offline marketing** | QR codes on flyers and banners are also an additional way to increase your channel's subscribers. It’s important to motivate people to subscribe with interesting information or a bonus (such as free material). |
</Table>

## Summary 

Telegram channels are a popular source of information for audiences and are used for brand promotion. There are private and public channels, with the type chosen during creation and adjusted according to business goals such as increasing virality, trust, loyalty, and sales. It is important to come up with a clear and engaging channel name, description, and avatar that stands out. Communication with the audience is facilitated through comments and emoji reactions.

Free methods to promote a Telegram channel: attract audiences from other platforms, use email newsletters, arrange collaborations, offer barter placements and cross-promotions, write articles on other blogs, and create unique content and creative stickers. Paid methods include advertising with bloggers, in other channels, through Telegram Ads, media publications, and QR codes on offline platforms.

*
*Meta's product, recognized as an extremist organization in Russia.*

Telegram channels are key for brand promotion. Choose public or private based on goals. Create a standout name, description, and avatar; use comments and emojis for engagement.

promoting-telegram.png

About how to create a telegram channel, configure it, and also how to gain subscribers in tg using free and paid methods.

Telegram Channel: How to Create, Configure & Promote

How to Promote a Telegram Channel in 2024

<Video
url="https://www.youtube.com/embed/KoB1iuxODE8?si=gvegnrGqBNJ9RmNa"
/>

The effectiveness of mobile applications and online services is closely tied to user activity. If people are logging in and using the service, it indicates that the developers' idea is successful and will generate revenue. It is important to track user behavior and conduct analytics to understand the problems and growth areas of the product.

This issue is addressed by product metrics measuring activity over a day (DAU), a week (WAU), and a month (MAU). The time tracking interval is chosen depending on the type of application and the tasks it solves. DAU, WAU, and MAU metrics reflect how popular the product and individual solutions are.

In this article, we will discuss why it is important to track how many users remain active over different time intervals. We will explain the correct calculation of results and ways to influence them.

## DAU metric

The DAU indicator denotes how many active users logged in and/or performed an action in the application in one day (Daily Active Users). Only unique visitors per day are counted. If one person opened the product multiple times, only the first entry is considered.

*Example:*
*300 people downloaded an app to keep a diary. On the second day, 150 of them logged in. Therefore, DAU = 150. Even though some used the app multiple times, only the first interaction is counted.*

### When to apply the DAU metric

Counting active users per day is suitable when the application or service is designed for daily interaction: calendars, planners, habit trackers, games, music, and so on. 
## WAU metric


The WAU indicator reflects the product's weekly active users (Weekly Active Users). Similar to the daily activity metric, only unique visits are counted, but WAU is not the sum of DAU over seven days.

*Example:*
*A banking app was installed by 200 people, and 70 of them logged in at least once during the week. Therefore, WAU is 70.*

### When to apply the WAU metric

This metric is relevant for services/apps intended for regular use, but not necessarily daily. These include health trackers, delivery services, messengers, financial tools, and others.

## MAU metric

The MAU indicator counts users who accessed the product at least once a month (Monthly Active Users). This metric is calculated separately and is not the sum of DAU or WAU.

*Example:*
*A flight booking app was downloaded by 1000 people. Within thirty days, 300 users logged in once, and another 150 logged in three or more times. However, for MAU, only the first login is counted, so the metric is 450.*

### When to apply the MAU metric

MAU is relevant for platforms that do not require daily or even weekly usage. These include services for booking travel, paying taxes, utilities, marketplaces, and so on.

## How to accurately calculate MAU, WAU, DAU

While product metrics do not require complex formulas, there are nuances in their calculation that should be considered.

**Define active users in advance.** It’s essential to specify who counts as an active user. Simply opening an app may not indicate effectiveness, especially in services where specific actions matter. For instance, a user might click on a marketplace app and immediately exit. In such cases, the activity should be defined as viewing products, adding items to the cart, or making a purchase.

**Determine the appropriate time Interval.** Choose the right time interval to track activity. Daily DAU metrics are not relevant for services used infrequently and might incorrectly suggest inefficiency. For example, it would be unreasonable to expect users to log into a fitness club app every day if it mainly functions for class bookings, as few people attend daily workouts.

**Consider external factors in calculations.** Account for external influences when calculating metrics. Marketing campaigns aimed at attracting new users can temporarily boost MAU, WAU, and DAU, which might drop after the campaign ends. This doesn’t necessarily indicate a decline in service quality. News events can also impact user activity, such as reports of widespread food poisoning potentially reducing orders through food delivery apps.

[**Segment your audience.**](https://altcraft.com/glossary/market-segmentation-what-it-is-its-types-and-main-stages) Understanding what attracts new users versus long-term users is crucial. Their needs may differ significantly. Additionally, segment users by time zones to accurately track daily activity (especially for DAU), by devices, and by payment types (one-time purchases, subscriptions, etc.).


## Why calculate MAU, WAU, DAU

These metrics are crucial for understanding the real popularity of a service or application. The number of downloads on the marketplace alone doesn't provide a complete picture, as users might not even open the product after downloading it.

Therefore, DAU, WAU, and MAU are calculated to:

**Monitor the proper functioning of the application/service.** Reduced activity can sometimes be linked to system glitches and errors. Tracking these metrics allows for quick detection and resolution of such issues.

**Evaluate marketing communications and advertising.** Tracking these metrics helps assess how well marketing efforts attract [**the target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it), rather than just random users. It also helps measure the effectiveness of specific campaigns aimed at increasing activity and engagement, which is vital for planning future budgets and advertising strategies.

**Test new features.** User activity metrics reveal whether updates are relevant. They help identify which features should be improved or removed to enhance user experience.

**Attract investments.** Stable and growing user activity demonstrates the product's success. For investors, this is a strong incentive to invest, as it indicates a high likelihood of profitability and return on investment.

**Stay relevant in a competitive environment.** Tracking daily, weekly, and monthly activity metrics, and comparing them with competitors, highlights the need for changes or improvements to well-performing features.

## How to improve DAU, WAU, and MAU

Metrics are not static; they are influenced by various factors. Therefore, creators of digital products can adjust these metrics through marketing tools and technical improvements.

Key factors for improving metrics:

**User-friendly interface and attractive design.** Your product should stand out on the user's screen and be intuitively understandable. Complex action scenarios that require a lot of time will not motivate users to return and stay active.

<Img
img="/uploads/attractive_interface_of_netflix_home_page_df0b22d410.png"
alt="Example of attractive interface of Netflix home page"
src="Attractive interface of Netflix home page"
/>

**Stable product performance.** Constant errors, crashes, and slow customer support responses will reduce user activity as they visit applications/services less frequently. Therefore, it is essential to ensure everything works correctly, respond quickly, and resolve issues promptly.

**Content diversity and personalization.** In today's market, with numerous offerings, it's crucial to study user interests in detail, monitor their changes, and adapt accordingly. Don't be afraid to be creative with your content and analyze audience preferences to make precise proposals. This way, users will engage with your products more often.

<Note>
To learn more about content personalization, 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>

An effective way to diversify content is by introducing gamification elements and a system to reward user activity. 

**Consistent communication with the audience through push and email notifications.** Keep users informed about promotions, discounts, new features, and interactive events in your application or service. Continuing to engage with users within the app is also crucial. Therefore, onboarding and a well-structured communication system are necessary for ongoing interaction.

<Img
img="/uploads/email_promotion_from_sephora_1faa5a73ff.jpg"
alt="Example of email promotion from Sephora beauty store"
src="Email promotion from Sephora beauty store"
/>


**Conduct analytics and respond to user feedback.** Listen to customer reviews to continuously improve your product. Conduct audience preference research, such as custdev, A/B testing, and other methods.

It's important to assess the effectiveness of your service or application from various angles, not just by focusing on WAU, MAU, and DAU. Typically, additional metrics are considered, such as the Sticky Factor, LTV (Lifetime Value, the total revenue from a customer over their lifetime), conversion rates, CAC (Customer Acquisition Cost), and others.

## Summary

MAU, WAU, and DAU are metrics that measure user activity over different time periods: thirty or thirty-one days, seven days, and one day. They are used to assess the popularity of an app or online service, evaluate marketing effectiveness, gauge the impact of new features, and attract investment.

To calculate these metrics, it’s important to define what constitutes user activity, choose the right tracking period (day, week, month), consider external factors, and segment the audience.

To increase MAU, WAU, and DAU, strategies such as targeted messaging, personalization, engaging content, and continuous interface improvements, along with ongoing analytics, are employed.

MAU, WAU, and DAU track user activity to gauge app success. Boost them with targeted messaging, personalization, and engaging content.

metrics-mau-wau-dau.png

About why to track how many users remain active at different time intervals, as well as about the correct calculation of results and ways to influence them.

MAU, WAU, DAU: When to Apply & How to Improve These Metrics

Metrics MAU, WAU, DAU: When to Apply and How to Improve

<Img
img="/uploads/case_otpravka_email_blog_2f4dae2b51.png"
alt="Sales increased by 62% from sending emails"
/>

The article by Valentina Matyunina, business development manager at [**Dau Relationship Marketing**](https://dau.agency/), discusses the strategies the agency used to increase their client's sales by 62%. The agency's clients include a streaming service with a subscription system. The agency’s main goal is to convert users into paid subscribers for the streaming service.

[**Altcraft Platform**](https://altcraft.com/), a marketing automation platform, proved instrumental in addressing this challenge. This allowed the team to steer clear of technical complexities and dedicate their freed-up time to refining the email strategy for the client. This involved devising a unique giveaway with a cash prize and crafting fresh triggers.

## What We Did 

We have extensive experience in email marketing and firmly believe that the "send an email and wait" approach is ineffective. It fails to engage the database and drive customers towards the desired action. Constant reminders are essential, but they must be delivered subtly.

Following the initial email, we crafted a "reminder" email. The number of follow-up emails varied depending on the accuracy of the trigger. If the trigger was successful, great. If not, we would experiment with a different trigger. To track results and identify audience engagement, we utilized Altcraft Platform's comprehensive analytics. The platform promptly generated reports based on specified filters.

Our objective was to convert trial subscribers into paid subscriptions with 3-month or 12-month plans. We sent two primary email blasts to the entire database, but as expected, the conversion rates fell short of our expectations. This prompted the implementation of follow-up emails.

To ensure success, we launched an "email blitz" for our clients. This involved sending daily emails to the streaming service's subscribers, a rather aggressive approach. We only paused on weekends because email open rates are typically lower during those times — people are generally less active on their email accounts. This insight, along with others, came from Altcraft Platform's analytics.

Unsubscription rates remained within the acceptable range (< 0.05%), while conversion rates soared. So, why didn't we annoy everyone?

## Creativity is King 

The platform allows us to segment the audience based on various criteria, ensuring that emails are delivered to those most likely to open them. Essentially, we conducted an email campaign using a "hot" database, but we divided the recipients into two groups. One group included those who had never opened any emails, and the other group included those who had read the emails but had not yet made a purchase.

For the first group, our goal was to get them to open the emails. This required creative approaches to email subject lines: we needed to capture the recipient's attention and make them curious about the content, without revealing too much before they actually opened the email.

Here are some examples:

- Clear the Skies and Discover Your Future 🤯

- Act Now! This Can't Wait! 😜

- A Turning Point Awaits 🧭

For the second group of subscribers, we needed to work with the content itself, not the “packaging.” We used unusual design elements, GIFs, or visual triggers to show them we offer a modern and useful product they definitely need.

## Our Results 

As per the plan, we were required to send out 14 emails over a 60-day period. It’s interesting that towards the end of the campaign, we had to send out 4 email blasts per day. But not only did we not experience any unsubscribes, but on the contrary, additional sales within the scope of the task increased by 62%, revenue exceeded advertising expenses threefold, and there was no noticeable increase in unsubscribes after the final emails.

Reminder emails proved to be the secret sauce of our success, boosting the target conversion rate. With the help of Altcraft Platform, we were able to expand the number of paid subscriptions to the streaming service.

To avoid being intrusive and causing negative emotions, we employed a variety of informational and creative triggers, experimented with different subject lines, and incorporated interactive visual elements into our email designs. This kept users engaged despite the consistent message across all emails — an invitation to participate in a cash giveaway.

## What Did We Learn From This Experience?

Outsource technical tasks to specialized platforms and invest the saved time in creative brainstorming sessions with your agency team.

*By Valentina Matyunina*

In the article, a business development manager at Dau Relationship Marketing explains what the agency did to make their client's sales increase by 62%.

case-otpravka-email-blog.png

About what the agency did to make their client’s sales increase by 62%.

Sales increased by 62% from sending emails 4 times a day

How Sending 4 Emails a Day Increased Our Sales by 62%

<Video
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

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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