Interesting and useful articles about marketing, our product and online communications
Collecting contacts through a subscription form is a common way to attract an audience. Forms are placed on websites, in apps, promoted via email and messengers. It would seem that everything is set up: there’s reach, useful content, entry points — yet the base still barely grows.
By Altcraft7 months ago in Journal
CJM (Customer Journey Map) is increasingly being discussed as one of the most valuable tools in a marketer’s arsenal. This is especially true in the pharmaceutical industry, where direct advertising is tightly regulated, and the target audience — healthcare professionals and patients — demands a thoughtful and personalized approach.
Customers don’t stay with a business forever. Churn is a natural process tracked by the churn rate metric and can be managed. Marketers must not only monitor how many users are leaving but also know how to prevent the loss of their audience. That’s because acquiring new customers is more expensive than retaining existing ones. Customer churn is analyzed alongside other indicators to build a complete picture.
By Altcraft8 months ago in Journal
In modern business, companies use a wide variety of IT systems: CRM, websites, analytics platforms, marketing automation tools — and all of this must work as a single organism. But these systems don’t always “get along” with each other. To connect them and build a unified ecosystem, specialists — system integrators — are needed.
Email marketing remains one of the core tools for engaging with users. It delivers information directly to subscribers — whether it’s company news, promotions, helpful content, or personalized offers. However, the success of any email campaign largely depends on whether recipients actually open your emails. This is where the Open Rate (OR) comes into play — a metric that reflects the percentage of emails opened out of the total successfully delivered.
What if marketing doesn’t actually work — and we just don’t notice it? To understand whether a company’s marketing strategy is truly effective or if the budget is being wasted, global control groups are used. This is a helpful tool that allows you to distinguish real impact from mere coincidence.
Design in CRM campaigns is more than just attractive visuals. Thoughtful visuals capture user attention, help build brand recall, and accelerate purchasing decisions.
By Altcraft9 months ago in Journal
Data and marketing are concepts that are often mentioned together. Initially, there were no ways to study the customer other than direct surveys and observations. Modern IT technologies help not only to ask but also to track and predict user actions.
Business is constantly evolving — just yesterday, the key competitive advantage was price, but today what matters is personalization, response speed, and customer experience. Modern consumers don’t want generic offers — they expect attention to their needs and personalized interaction at the right moment.
Messengers have become an essential part of business communication, especially when it comes to mass messaging. Companies want to do more than just share information — they want to do it quickly and effectively.
Businesses can no longer rely solely on newsletters, social media, or advertisements — customers expect a personalized approach and a seamless experience across all channels. When marketing tools are not integrated, customers receive inconsistent messages, and businesses miss out on sales.
By Altcraft10 months ago in Journal
Marketers need customer data to create personalized experiences, but there’s a challenge — how do you collect it without making customers uncomfortable? Too much tracking, unclear data policies, or excessive requests for information can lead to frustration, lower engagement, and even lost trust. The key is finding the right balance between gathering useful insights and respecting privacy.
