Trend Analysis
Brand strategy must take into account current trends in order to remain flexible and in line with market changes. What trends have companies been testing in the last few years:
ESG approach (environmental, social, governance - involvement in solving environmental, social and management problems). For example, test adding labels like "Cruelty free" if your cosmetics are environmentally friendly. For the client, this can be a decisive factor when making a purchase.
Artificial intelligence. Companies are actively implementing AI bots and automation to relieve operators of routine workload and respond to customer requests faster.
Storytelling: Instead of “promotion, buy it,” companies try to tell stories that evoke an emotional response from the audience.
Personalization. Mass messages are increasingly less likely to belgium email list resonate with the audience; a personalized offer gives the best result. Customize messages based on user behavior and interests. An example of this approach is the Yandex.Music recommendation algorithm, which recommends tracks based on user preferences.
Increase website conversion by 44%: Skillfactory case study ,
sell real estate for 129 million: the experience of the developer "Strizhi" ,
Get +23% revenue through ad personalization: DaVita case .
Collaborations. Collaborate with other brands whose positioning is close to your potential customers. This way you will reach a larger audience and attract new segments.
Influencer marketing. Promote products through bloggers. Their audience shows high loyalty and responds better to recommendations.
Gamification. Introduce game elements to increase engagement and stimulate purchasing activity. For example, offer to fill out a survey about your user experience in exchange for a useful checklist.
For example, the online school Moscow Digital School set up a pop-up with a wheel of fortune, which converts almost 10 times more users into leads than other mechanics on the site .
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Sergey Glukhov
support team lead at Carrot quest
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