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Marketing, Logan Avenue 3, Toronto, ON (2026)

03/20/2021

What is sponsored content and how to get started with it
March 9, 2021 Online advertising 1.3K 15 min. 0
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Many companies live, if not by advertising, then they get quite decently from it, so the regular mention of brands in movies / music / videos has long been commonplace. And netizens are used to this and no longer perceive ads as something negative that they want to quickly skip and close. With one BUT.

If the content is presented in a special form, when it is not annoying, it does not call to buy, unless it is a huge bright banner that says "BEST OFFER OF THE YEAR !!!" - this is how it looked before:

best offer of the year

Now, when the audience has become more demanding, companies have to come up with special promotion strategies: native advertising, sponsorship, affiliate, recommended content, etc. Let's talk about this.

Native ads as part of sponsored content
Let's start with it - native advertising is as natural as possible, organically integrated into the context of the media space. It is important that at the same time it is not hidden from the user that there is an advertising product in front of him. Now we will only briefly talk about its types and show examples.

Classics - James Bond. But only here we will not talk about Aston Martin cars, but about more affordable things.

Native advertising of a clothing brand in the cinema

Look at the hero's glasses. Do you see the letters "T" on the frame? These are glasses from Tom Ford. And the coat is stylish - also Tom Ford. The suit underneath is Tom Ford. Is it advertising? Yes, but who thinks about it - we are fascinated by the plot.

Another example is Mission Impossible.

Native car advertising

Heroes run away on a BMW car - yes, this is also native. The entire MI franchise advertises a Bavarian product, even in the chase scene in an inconspicuous car, an old five in the back of an E28 appears. Motorcycles are also BMW, other cars are BMW. Does it interfere with our viewing? No, we only note that this is a BMW, or even do not notice it at all.

How it works? The user wants not Tom Ford glasses, but James Bond glasses - he will find out what kind of brand this is when he google what the GG from Spectrum is wearing. No call to buy - just a cool product demonstration, unobtrusive, thoughtful as much as possible. Its goal is to make the viewer want to buy something from the sponsoring brand, but in such a way as to increase the client's confidence in the company.

Moreover, sometimes the consumer understands that there is an advertisement in front of him (this must be indicated), but does not let it through - and why? And because it is coolly presented - and it is interesting to watch the video, even though it is an advertising one.

Native advertising develops and adapts to everything, so it is difficult to keep track of this development. But you can! =)

Here are the types of native there are today:

Native social media advertising

Probably, it is impossible to find someone who does not encounter advertising posts when scrolling through the VK or Instagram feed, while it is noteworthy that such advertising does not infuriate. Why - because the content fully complies with the rules of the site, organically fits into it. It is important that there is no call to buy or go somewhere: if you want - click the link, if you do not want - scroll. We simply note that the actress Kaya Scodelario is "lying with Cartier", we remember this and then, when we want to buy a piece of jewelry, we remember that there is the Cartier brand. This is how it works.

Example of native advertising on Instagram

The meaning of such advertising is to demonstrate to the user a product, to show that he can (in our case, to shine stylishly on his hand) and, most importantly, to unobtrusively indicate the source where this product can be purchased or to get acquainted with it in more detail - find out the price and other features.

Here are a couple more examples:

Example of Vkontakte advertising

Example of Instagram ads

As you can see - there is a mark "Advertising", the publication is adjusted to the format of the site, there is no call to buy (okay, there is, but it is as unobtrusive as possible) - the offer is of interest.

A detailed interesting article with a bunch of other examples on native for your inspiration is on our blog - right here. I recommend. By the way, about the recommended content. =)

Sponsored Featured Content

This is also a type of natural advertising - it is shown under the article, news, and so on. The logic is simple - you have read the note, and under it you are invited to read a few more similar ones.

03/20/2021

What is the advantage of paying for conversions in Yandex.Direct and how to connect it
March 11, 2021 Online Advertising 1.8K 8 min. 0
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In April 2020, Yandex opened beta testing of a new payment model in Yandex.Direct campaigns - pay for conversions. At the end of August, all advertisers became able to use the model. We will tell you about the advantages and features of payment for conversions, as well as show how to set it up correctly.

How is Pay Per Conversions different from other payment models and who benefits from it?
Traditional payment models (for example, pay per clicks) have a significant drawback - there can be a lot of traffic, but orders or applications - 0. But you have to pay for each click on the ad, regardless of whether the ad pays off or if it brings at all some kind of result.

The business itself does not need clicks, it needs targeted actions: registrations, transactions, requests, etc.

Therefore, from a business point of view, it is profitable to pay for conversions: the acceptable cost of a lead can be calculated based on the margin of the product or service (in some cases, on the client's LTV).

It is this model that became available in Yandex.Direct. The logic is simple:

You select the target action (Metrica goal), the achievement of which you want to pay for. For example, placing an order.
Set the cost per conversion. For example, 400 rubles.
For each achievement of the “Checkout” goal by a user who came through your ads, Direct will charge 400 rubles.
For a business, such a scheme is more logical and secure - only targeted actions are paid for, the budget will not merge on clicks of users who do not buy.

Note! If you have active pay-per-click ad campaigns that are bringing in leads within the acceptable price range, don't rush to turn them off and switch to pay-per-conversions. The principle applies here: “we don’t touch what works”. To test pay-per-conversion, it's best to create a separate campaign and look at the results over several weeks (and compare with a campaign that uses pay-per-click). Auto strategies work better every year, but unstable work is possible (including due to the fact that the technology is new). Therefore, it is better not to turn off what is already yielding good results, and to carefully test the payment for conversions.

When to switch to pay-per-conversion
The goal of your advertising activities is to generate sales or leads. You must have a specific target action that the analytics system can track.
You constantly need to test new mechanics to reduce the cost of leads (relevant for B2B and other complex niches).
You do not understand how to reduce the cost of conversions with traditional payment models (for example, you independently launch ads for your business and there is no time to understand the intricacies of optimizing advertising campaigns). A pay-per-conversion model will help you get customers at a set price (or at least not waste your budget).
How effective is pay-per-conversion
When opening access to the new payment model, Yandex published some statistics obtained during beta testing. The beta test involved 3,000+ organizations. 63% of them are small and medium-sized businesses.

The test results are as follows:

89% of companies that have tested the new payment model plan to continue using it.
The case of the World of Cubes chain of stores is indicative - advertising campaigns with pay-per-conversion rates showed a significant increase in performance compared to manual bids management: income grew by 33% on search and by 74% in YAN.

03/20/2021

Callback button: a working tool or an annoying element?
March 17, 2021 Sales increase 182 9 min. 0
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Even if a new ethic reigns in communications today, not everyone strives to join the younger generation and communicate in correspondence. According to a Callibri study, there are 1-2% of customers in every industry who want a call back from a company.

These people do not want to pay per call or hear "Your call is 100500th in line" on the line instead of the operator answering. Not finding the callback widget on the site, they will simply close the tab and go to the competitors. They need you to call.

For a business, this means dozens and hundreds of missed leads. For example, for the real estate industry, this is equal to millions of rubles of lost profits. And we are here to make money, not lose money, right?

However, there are rumors circulating on the web that callbacks infuriate users more than help sales. The question is simple: is the callback a useful tool or an annoying element on the site? Let's figure it out.

What is a callback?
Callback is a way of communication between the client and the company. Roughly speaking, the user himself asks the sales department to call him, leaving his phone number. The company, in response, undertakes to call him back within a certain time.

What are the benefits?
The conversion of the site is growing - the client does not look for contacts and does not spend his money and minutes of conversations on a phone consultation. He just enters the number and waits.
The speed of communication with the client is growing - a callback allows you to consult a client in a matter of minutes.
Customer loyalty is growing - provided that the manager quickly and professionally advises him, of course :)
The function is wrapped in different wrappers. What types of call back are there?

Button - an interactive element is placed on the site page, by clicking on which a request form for a callback appears. The operation of the button starts only after the user's action.
Pop-up window - a separate window that pops up on top of the content, with a call to request a call back. The action of this form depends on the behavior of the user. The trigger can be both the time spent on the site and the opening of a specific page.
Callback functions

How not to make a call back

For each type, you can adjust the parameters, be it the time of the active action, animation, color, text, and so on - it depends on the service you choose.

Sometimes companies offer a whole range of communication channels: from e-mail to chat on Telegram. And this is good - if the client finds a convenient way to contact him, then the likelihood of his contact increases. Only a few, in a fit of generosity, pour a bunch of buttons onto the site page, forgetting about aesthetics, design and common sense. As a result, the page turns into a background for the Aztec pyramid of buttons.

Callback buttons on the site

But there is an option when you can hide all the methods of communication with the company inside one widget. The design of the site is not spoiled, and the client will receive the entire set of communication channels in a couple of clicks. Including a call back.

Callibri callback widget

This is, for example, the Callibri MultiChat widget. But it can also be configured so that the user sees a button with a small and concise hook, by clicking on which a callback form will appear.

03/20/2021

A step-by-step guide on how to develop a corporate identity
March 5, 2021 Website development 440 10 min. 0
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Nowadays, a huge number of brands are represented on the market. When choosing any product or service, it is very difficult not to get lost among all the variety and opt for something specific.

It often happens that a client almost decides to buy, but ... Accidentally closes a tab in his browser, drives past a banner because the green light turns on, an email campaign with a promotion got into spam, etc. There can be many reasons. Some time passes, and the person still decides to buy. And here there are two possible scenarios: the client either immediately finds the product and purchases it, or he does not even remember what kind of company attracted his eye. In the first case, everyone will remain happy, and in the second case, you will lose a client, and the client will have the opportunity to purchase the product he needs.

Why did this happen? We give the answer - because the client did not remember you.

First of all, we perceive information visually. What immediately catches the eye is remembered. From this, you should think about whether your company's corporate identity has been correctly developed or whether it exists at all.

Corporate identity: is it really necessary for the company?
Many neglect it - for example, newcomers to the market or companies selling goods / services through social networks. But even if you have a small brand, you need to stand out from the competition. At the initial stage, this is especially important because in the future, a well-thought-out corporate identity will help you move in the right direction - not deviate from the positioning of your brand and develop further promotion plans.

Remember, corporate identity is the face of your company. Without it, a long existence on the market is impossible.

Well, if in more detail: why do we need a corporate identity?

Uniqueness. Identity gives individuality to your business, it will be difficult for the consumer to confuse you with anyone else. Psychologists have also proven that customers are more loyal to a brand if they see a visually beautiful picture.
Unity. The corporate identity assumes the correct use of all its elements. This will greatly help in the future when creating a new identity.
Differentiation. Through a corporate identity, you can convey your brand position well and showcase your distinctive features.
Competitiveness. A corporate identity will make you stand out. You will be remembered not only by your customers, but also by your competitors.
Stages of corporate identity development
Before proceeding with the design, it is necessary to analyze your brand in the market for goods and services. It is especially important to study the target audience and the competitive environment.

1. Formation of the main idea
At this stage, the foundation is laid in the development of corporate identity. The main idea reflects the essence of the company in the market. You need to develop a concept for how people should perceive your brand. To do this, you need to form the values of the company, to determine what goals it pursues. Do not over-complicate the main point, you must speak the same language with the buyer. As a rule, the brand name and slogan are formulated here.

2. Study the audience
The next stage involves identifying the needs of the target audience, its interests, gender, age, etc. This stage is very important because the main elements of the corporate identity, such as colors, are already defined here. If not everything is going smoothly with the analysis of your target audience, our article will help you.

3. Study of competitors
Study each competitor carefully. Pay attention to strengths and weaknesses. What do you think can be improved? Perhaps it seems to you that something is missing? How can you stand out from others? Think about how you can hook a potential client. Don't copy the idea, create something new.

4. Development of a promotion plan
When developing a corporate identity, it is important to foresee its further development. All elements must adapt well to the different sources where it will be used: advertising, social media, email newsletters, etc. That is why the corporate identity should be developed not only by the designer, but also by the marketer.

What elements does the corporate identity include?
In fact, it can include anything you like. For your company, you yourself choose what a corporate identity is for you. If the company is still young, it is not at all necessary to develop everything at once - from a slogan to a full-fledged online store. At the initial stage, a logo and the development of corporate colors will be enough. Well, without a name, of course, nowhere :) Then, as you get to know the product with customers, you can add any elements to your corporate identity.

We will analyze the main components.

03/20/2021

Reputation scandals in social networks: persons involved in the case
In this article, we'll break down a few situations and see how representatives of specific brands (large and small) act to regain the trust of potential customers.

Aviasales: the importance of researching your target audience
SOOQA soap: rudeness as a strategy
"Mom, buy!": A mixture of personality and brand
Good Wine: inappropriate trolling
Ahera Pass: good products and poor service
Aviasales
It seems that in no reputation collection this ticket finder can be ignored. And it is not surprising: Aviasales was created in 2007, at the time of the take-off of the online industry, so to promote it, it had to use all the tools available on the Internet.

The main product is, of course, the company's website, which allows you to find cheap plane tickets anywhere in the world in a few clicks. Traffic to it comes from contextual advertising, natural results from Yandex and Google, an interesting blog with useful tips for travelers and, last but not least, from social networks. The brand as a whole puts a lot of emphasis on content on all available sites, I talked about this in one of my previous articles.

Scandals due to dubious publications have haunted Aviasales for a long time. So, in 2014, Facebook users observed a skirmish between Konstantin Kalinov, the founder of Aviasales, and Sergey Fage, the owner of the Ostrovok travel service.

On his page, Konstantin said that he wanted to book a hotel through Sergey's website. When it was not possible to confirm the payment, he called Fage's personal number. Further, according to Konstantin, the situation developed as follows:

Post from the page of the founder of Aviasales

Sergey Fage gave his comment for the VC.RU portal, in which he described what happened in a different way:

“He actually called me on May 12 around 1 am. Explained that he was trying to book the Four Seasons Hotel in Beirut. That we have the best price, but the order is not confirmed and gives an error. Therefore, Kostya wanted me to "guarantee" this hotel to him. We have vendor errors, API crashes. I asked him to send me information by mail and said that I would figure it out by morning. In response, he began to shout at me - I just had to hang up.

Fage began to harass fans of Aviasales, Kalinov himself urged subscribers to do this. He and his subscribers posted memes in which they mocked the growth of a businessman, his inability to run a business, etc. The conflict was ultimately not resolved. Ostrovok continued to cooperate with the ticket finder, but only contacted the company through the CEO of Aviasales Maxim Krainov.

Another scandal happened with Aviasales in 2016, after a post on Facebook:

Aviasales Facebook post

The news lead was the divorce of the star couple Jolie / Pitt. User reactions were mixed:

Reaction to Aviasales Facebook posts

The commentary by Olga Strakhovskaya, editor-in-chief of Wonderzine, attracted the greatest public attention.

Olga Strakhovskaya's response to the Aviasales post

As a result, Konstantin Kalinov himself took part in the discussion thread:

dialogue between Olga Strakhovskaya and Konstantin Kalinov on Facebook

Although users massively complained about the post and the comment of the founder of the service, Facebook did not delete them, saying that it did not violate the rules of the social network. Aviasales continued to troll the disgruntled audience and made this post on behalf of Angelina Jolie:

Post on behalf of Angelina Jolie on Aviasales page

At the end of 2016, Konstantin Kalinov retired from the company's business due to illness, and in 2017 he died. The company's management has changed, which could not but affect the marketing strategy. In addition, by this time the brand had gained great popularity, so a kind of black PR was no longer necessary.

Now Vkontakte, Instagram and Facebook are publishing posts with useful tips for travelers, funny news related to flights and tourism, promotions, tests, etc.

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