Internet Marketing News: 5 Key Trends for December 2021

Contents:

• Innovative advertising format from Yandex - product gallery
• Current trends in SEO for 2023
• Email marketing in 2023: trends and forecasts
• Updated system of expense adjustments in Yandex.Direct
• Innovative collection of digital clothing from Uber Russia
• Analysis: How marketers use customer data
• New features in the "Key goals" block Yandex
• Advertising Budget Leaders in RuNet — 2021
• Innovative Product Search by Image from Yandex
• Nike: Active Development of the Metaverse and Virtual Fashion

An Innovative Advertising Format from Yandex — a Product Gallery

The Product Gallery from Yandex is an innovative format for placing advertisements that appear below the search bar when a user searches for specific products. These ads include key information: a product image, name, price, store link, and, if available, discount information. This approach allows users to quickly find the products they need and make informed purchasing decisions, while also increasing visibility and sales for online stores. The product gallery is optimized for easy viewing and effective interaction with potential buyers, making it an essential tool in modern online marketing.

Since December 2023, the product gallery feature has been implemented in the "Electronics and Home Appliances" category. In the near future, we plan to expand this feature to all product groups, allowing more customers to benefit from this new shopping experience. A product gallery will improve the visual perception of products and simplify the selection process, increasing user satisfaction and stimulating sales.

According to testing conducted by the Yandex team, dynamic ads with a product gallery showed a 5% increase in conversions. Furthermore, the cost per conversion decreased by 2.2 times, making this format particularly profitable for advertisers. These advertising campaigns are set up through the "Dynamic Ads" section in Yandex.Direct. Using a product gallery can improve advertising effectiveness and attract more customers, which ultimately leads to increased sales.

The product gallery was introduced in 2018 and initially included product cards from Yandex Market and other online stores. Yandex.Market was recently excluded from this format. The corporation states that the new approach is based on improved machine learning algorithms. However, the question remains whether this format can truly improve the results of advertising campaigns. The answer will only be available through practical application of the innovation in real advertising projects. The updates are expected to improve advertising effectiveness and enhance user engagement. Andrey Strekalov, founder of the Clickbar service, expressed his opinion on the new advertising technology format: "Innovations in this area are always of interest, and the product gallery has the potential to be a game-changer for many brands." This new format could significantly impact approaches to advertising and consumer engagement, providing new opportunities to improve the effectiveness of advertising campaigns.

Current SEO Trends for 2023

According to the latest data from the Sitechecker platform, conducted among 75 SEO experts from different countries, 2023 will see significant changes in website optimization methods for search engines, including Google and Yandex. Experts note that new algorithms and content requirements require a more in-depth approach to SEO strategies. This year, the emphasis is shifting to content quality, its uniqueness, and relevance to user requests. Mobile optimization and page loading speed also remain important aspects. These factors are becoming decisive for achieving high positions in search results. Website optimization requires constant analysis and adaptation to algorithm changes, which emphasizes the importance of a professional approach to SEO.

The survey identified key trends.

There are two main approaches in the SEO field: some experts believe in the stability of search engine algorithms, while others emphasize the need for constant adaptation to changing requirements. It is important to understand that many sites can lose their rankings during updates, even if the changes are aimed at improving the user experience. Galina Kurdova, Digital Director of ST agency, emphasizes the importance of flexibility in an SEO strategy for successful operation in a dynamically changing web space. This emphasizes the need for regular analysis and adjustments to promotion methods to achieve the best results.

Creating a chain of articles is an important aspect that helps retain readers on the site. After reading one article, the user should be prompted to move on to other related materials. This strategy is becoming essential for successful websites in 2023. Effective navigation between articles not only increases user time on the site but also improves SEO rankings by reducing bounce rates and increasing engagement. It's important that articles are interconnected in topic and content, which will help users dive deeper into the material and increase their interest in your content.

A high-quality mobile version of a website is critical to ensuring a successful online presence. According to Statista, in 2022, approximately 80% of traffic in popular niches came from mobile devices. Not having a responsive website can negatively impact traffic levels and lead to the loss of potential customers. Therefore, website optimization for mobile platforms should be a priority for every business looking to expand its audience and increase conversions.

The main content requirements for successful SEO include several key aspects. First, it is necessary to create unique and high-quality content that answers user queries and provides them with valuable information. Secondly, it's important to use relevant keywords that match the topic and help search engines understand the page's content.

Furthermore, the text structure should be logical and easy to read, including the use of headings and subheadings. Internal and external links also play a significant role, improving navigation and increasing the page's authority. Content should be regularly updated to ensure it remains current and relevant to the needs of the target audience.

Optimizing meta tags, such as the title and description, will help attract more visitors from search engines. Finally, mobile responsiveness is important, as more and more users access the internet from mobile devices. Compliance with these requirements will help significantly improve the visibility of the site in search engines and attract the target audience.

• structured materials;
• high quality and usefulness - the content must satisfy the real needs of users;
• originality and expertise of the information;
• the presence of internal linking and backlinks;
• regular content updates;
• each article should be a mini-book that fully meets the needs of users.

Considering changes in search engine algorithms and user preferences, it is necessary to constantly monitor current trends and adjust your SEO strategy. This will increase traffic to the site and improve its position in search results. Adaptation to new market conditions and understanding the needs of the audience will be key factors in successful promotion.

Email Marketing in 2023: Trends and Forecasts

According to a study by Litmus, more than 400 marketers worldwide expressed their predictions regarding email marketing in 2023. Interestingly, 45% of respondents plan to maintain their current email marketing budget, while 35% intend to increase their investment in this strategy. This demonstrates the importance of email marketing as a tool for achieving business goals and strengthening customer relationships. Increased investment can lead to more effective campaigns, which, in turn, will increase engagement and conversion rates.

In 2023, 32% of surveyed companies intend to invest in developing their teams, and 36% in integrating email marketing with other channels. Additionally, organizations are investing in agency and freelance services, email marketing platforms, participation in industry conferences, and training programs. These investments contribute to the effectiveness of marketing strategies and improved customer engagement. 61% of survey participants reported an increase in email volume. Furthermore, 43% of respondents noted increased user interest in educational content, highlighting the importance of delivering valuable material via email. In an increasingly competitive environment, it's crucial to adapt email marketing strategies to meet audience needs and strengthen customer connections. Educational content not only attracts attention but also fosters loyalty, making it an essential element of successful email campaigns. Vadim Zabeglov, founder of the marketing agency ZAMEDIA, asserts that with the transition to remote work, email has once again become one of the most effective tools for communicating with clients. Remote work is likely here to stay, and significant changes in companies' approaches are already being observed. Many organizations have begun actively investing in email marketing, developing customer retention strategies, and optimizing their methods for working with this channel. The effectiveness of email marketing in a remote work environment underscores its importance in modern business processes.

Email marketing remains a valuable tool in marketing strategies in 2023. By taking current trends into account, companies can significantly improve the results of their campaigns and deepen customer engagement. Effective use of email marketing not only increases conversion but also builds long-term relationships with the audience, which ultimately leads to business growth.

Updated cost adjustment system in Yandex.Direct

Starting in January 2024, Yandex.Direct will introduce new functionality that will allow advertisers to adjust not only bids, but also conversion costs and the share of advertising costs. This update will significantly simplify advertising campaign management and improve their effectiveness. Advertisers will now be able to more flexibly manage their budgets and optimize costs, enabling them to achieve better results in promoting their products and services. The introduction of this functionality will be an important step toward improving the user experience and increasing the ROI of advertising campaigns in Yandex.Direct.

The "Conversion Optimization" and "Target Share of Advertising Spend" strategies will gain new capabilities that will be based on both clicks and conversions. Yandex experts are confident that these updates will enable more effective engagement of high-quality audience segments, which, in turn, will improve the overall effectiveness of advertising campaigns. The introduction of these new features opens the door to improved targeting and increased ROI, an important aspect in modern digital marketing.

The new system will feature more flexible bidding options. In the current version, advertisers can adjust bids, setting the cost-per-click (CPC) for mobile users 50% lower than for desktop users. This means the CPC for desktop devices will be 10 rubles, while for mobile devices it will be 5 rubles. These changes will allow advertisers to more effectively manage their budgets and optimize their advertising campaigns, taking into account differences in user behavior across devices. The introduction of these new features will have an impact on conversions. If a user submits an application from a mobile device, Yandex charges a lower conversion fee compared to applications received from desktop devices. This change emphasizes the importance of optimizing the mobile version of a website to improve the effectiveness of advertising campaigns and reduce costs. The system will be effectively used to optimize advertising costs. For example, if you allocate 30% of your revenue to attracting desktop users, then for mobile users this share will only be 15%. These adjustments will help tailor advertising campaigns more precisely to the specifics of the target audience, increasing their effectiveness and profitability.

Multiple adjustments can be applied sequentially, providing advertisers with greater flexibility in managing their spending. This allows them to optimize advertising campaigns and adapt them to changing market conditions. Advertisers will be able to more effectively control their budget and achieve their goals.

This is an important update based on Yandex.Direct click strategies. It will increase the flexibility and attractiveness of conversion strategies for advertisers, which, according to Yuri Motovilin, Head of Performance Marketing at Reg.ru, will have a positive impact on the results of advertising campaigns. Improved capabilities will allow advertisers to more effectively manage their budgets and achieve better conversion rates.

Determining a uniform cost per conversion for different audience segments is a complex task. For example, the average order value for smartphone users can be half that of PC users. Now advertisers have the ability to implement downward adjustments for mobile user conversions, allowing them to optimize advertising campaigns without having to split them. This significantly simplifies the advertising management process and helps you more accurately set your budget based on the user's device.

This update significantly changes the approach to setting bids in campaigns with conversion strategies. Advertisers now have the ability to more precisely control traffic flow and optimize their spending. This innovation will improve the effectiveness of advertising campaigns, providing a higher level of management and performance. Valentin Storchak, internet marketer and analyst at Valstore.ru, emphasizes the importance of these changes for achieving business goals.

With these adjustments, advertisers can specify their conversion bids based on device. For example, an advertiser can set a price of 1,000 rubles for mobile conversions and 1,500 rubles for desktop conversions. This allows for more precise budget settings and increases the effectiveness of advertising campaigns. Automating these settings allows you to optimize costs and achieve better customer acquisition results.

The updated campaign setup system improves the logic of advertising process management, but also limits advertisers' ability to control traffic composition. Bid adjustments are now entirely dependent on the advertising system's algorithms, which may change the approach to managing advertising campaigns. As a result, advertisers must adapt to the new conditions and consider automation to effectively achieve their goals.

Innovative Digital Clothing Collection from Uber Russia

Uber Russia has announced an exclusive digital clothing collection offering stylish options for both men and women. The new line includes down jackets, scarves, trousers, long sleeves, bucket hats, dresses, and shoes. This collection combines modern trends and unique design, allowing users to express their individuality in the digital space. Uber Russia's virtual clothing opens up new opportunities for self-expression and interaction in online spaces.

The U The City collection offers a unique virtual try-on experience. Currently, only 50 winners of a special drawing have received access to this feature. These lucky winners were able to see themselves in new looks, making the collection even more appealing to fashion enthusiasts.

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Vadim Zabeglov, founder of the marketing agency ZAMEDIA, noted that their team has developed AR effects for numerous brands and celebrities, who have become pioneers in the use of such technologies. Augmented reality continues to develop rapidly, and several factors contribute to this. One of the main ones is the significant savings in the initial stages of clothing production. This approach allows brands to optimize costs and adapt more quickly to market demands, making AR solutions particularly attractive in today's business environment.

AR technologies enable marketers to proactively analyze consumer reactions to new styles and identify the most appealing design elements. For shoppers, this means the ability to virtually try on looks from the comfort of their own home. If the chosen style appeals, the likelihood of a physical purchase increases significantly. Digital merch creates new opportunities for both brands and consumers, improving interaction and increasing shopping satisfaction.

Augmented reality technologies significantly improve customer engagement and streamline apparel development processes. This, in turn, contributes to the sustainability and efficiency of the fashion industry. Using augmented reality allows brands to create more personalized offers, improving the shopping experience and reducing returns. Integrating these technologies into the development process helps speed up the time it takes to bring new collections to market and reduce the environmental footprint, making the fashion industry more sustainable and adaptive to modern challenges.

Analysis: How Marketers Are Using Customer Data

According to research by Ascend2, in 2021, marketers faced one of the most significant challenges – collecting high-quality data. This process has proven to be the most labor-intensive for many marketing professionals, significantly complicating the development of effective strategies. High-quality data is the foundation for making informed decisions and successfully implementing marketing campaigns. In a context of increasing competition and evolving customer needs, the need for effective data collection and analysis is becoming especially urgent.

Customer data is now a core element of successful marketing strategies. According to research, 42% of respondents use customer information to personalize their communications, and 36% use this data to create content and improve products or services. Effective use of customer data allows companies not only to improve engagement with their audience but also to increase customer satisfaction, which in turn contributes to sales growth and brand strengthening.

According to research, nearly 48% of marketers note that changes in consumer habits have a significant impact on data-driven marketing strategies. More than 27% of respondents highlight new regulations for working with personal data as an important factor influencing their approaches. These data highlight the need to adapt marketing strategies to modern realities in order to successfully engage with target audiences and effectively use data to achieve business goals.

According to the survey, 24% of participants always consider collected customer data when making decisions, demonstrating the importance of analytics in business. At the same time, 64% of respondents use this data only occasionally, which can negatively impact the effectiveness of their strategies. This highlights the need to integrate data analysis into decision-making processes to improve competitiveness and achieve market success. The use of customer data should become an integral part of strategic planning.

According to forecasts, 65% of marketers expect a moderate increase in their data-driven marketing budgets in 2022. 17% of specialists plan a significant increase in budgets, while the same percentage predicts a decrease in spending. In 2022, personalization and high-quality data remain key areas. These aspects play a crucial role in the successful implementation of marketing strategies, allowing companies to more effectively engage with customers and improve satisfaction levels.

Vadim Zabeglov, founder of the marketing agency ZAMEDIA, emphasizes that creating an effective marketing strategy is impossible without comprehensive data analysis. In the banking sector and among brands, data-driven marketing plays a key role. The more information we have about consumers, the more effectively we can meet their needs. However, unfortunately, many companies still rely on general data and fail to recognize the importance of analyzing individual customer data for marketing success. Using personalized data not only improves service quality but also increases customer loyalty, which in turn contributes to business growth.

New Features in Yandex's Key Goals Block

Yandex recently announced significant updates to its Key Goals block, which significantly simplify the process of setting up advertising campaigns. Advertisers can now pay for conversions based on multiple goals, allowing for more efficient budget allocation. Dynamic value has also been introduced, providing more precise management of advertising costs and increasing return on investment. These changes will help businesses optimize their advertising strategies and achieve better customer acquisition results.

Previously, the Key Goals block was separate from other elements, but now it is successfully integrated into the Strategies section. This integration allows users to set multiple goals simultaneously across different strategies, significantly expanding the possibilities for optimizing advertising spend. This is especially true for the Target Share of Ad Spend strategy, which provides new approaches to budget management and improving the effectiveness of advertising campaigns.

With the new features, it is now possible to set a key goal with a dynamic value for various pricing models. This is especially important for businesses in which the conversion value varies depending on specific products. Such changes allow you to more accurately track the effectiveness of advertising campaigns and optimize sales strategies, which ultimately contributes to increased revenue.

The updates will be especially useful in situations where you have multiple goals and need to set different rates for their completion. For example, you could set a price of 500 rubles for a phone call and 250 rubles for a form submission. This approach allows you to more accurately evaluate the effectiveness of various user actions and optimize your marketing strategies. By setting different prices for each goal, you can better manage your budget and increase your ROI.

The new features will be useful in cases where one of your goals has a dynamic value and the other has a fixed value. For example, if you receive orders through your website and by phone, Yandex recommends setting a conversion value for the "Call" goal and using a dynamic value for the "Purchase" goal. This will allow you to optimally manage advertising costs and improve campaign effectiveness.

Andrey Strekalov, founder of Clickbar, emphasized the importance of the recent update: "This update has been long-awaited. Now there is no need to create multiple campaigns optimized for different goals. Most projects have several key goals. Previously, our company's primary goals were payments and registrations, forcing us to choose one over the other or launch two separate campaigns. Now, all of this can be accomplished within a single campaign! This update will significantly simplify the process of managing advertising campaigns and improve their effectiveness, allowing us to focus on achieving all important goals simultaneously.

The changes to the Yandex Direct system represent an important step in Yandex's strategy aimed at improving the user experience and increasing the effectiveness of advertising campaigns. For more detailed information about the new features and capabilities offered in Direct, we recommend visiting the [official Yandex website](https://yandex.ru). This will help advertisers optimize their campaigns and maximize the platform's potential.

Advertising Budget Leaders in RuNet - 2021

According to a Digital Budget study conducted by Kommersant, in 2021, the leading advertisers on the Russian internet were companies from the financial, retail, and pharmaceutical sectors. These sectors demonstrated the greatest activity in online advertising, confirming the growing interest in digital promotion channels. Advertising budgets in these industries have increased significantly, demonstrating the importance of online marketing for achieving business goals.

The largest share of investment in online advertising belongs to the banking sector, which accounts for 29% of the total advertising budget. Financial institutions such as Tinkoff Bank, Sber, and VTB are among the leaders in promotional spending. These banks allocate significant resources to increase their visibility and attract customers through digital channels. Investments in online advertising allow them to compete effectively in the market, improving their position and expanding their customer base.

The retail sector ranks second in market size, accounting for 20%. Key players in this segment include Wildberries, Merlion, and DNS. These companies are actively implementing and developing their online advertising strategies, which allows them to attract consumer attention and increase sales. Innovative approaches to online marketing help them remain competitive and adapt to changing market conditions.

Pharmaceutical companies, although they account for only 5% of the advertising market, demonstrate high activity in promoting their products. Brands such as Evalar, OTCPharm, and Katren stand out in this segment, actively competing for consumer attention using a variety of communication channels. These companies strive not only to attract customers but also to strengthen their reputation by offering high-quality and effective products. Their strategies include online advertising, participation in exhibitions and seminars, and collaboration with medical professionals. In a climate of increasing competition, pharmaceutical brands continue to seek new ways to engage with their target audience.

Innovative product search by image from Yandex

Yandex offers users a unique opportunity to search for products by image. This feature allows you to upload photos and instantly identify both entire items and their parts. To get started, simply click the "Products in image" button. This tool significantly simplifies the shopping process and helps find the right products faster and more conveniently.

This innovative technology uses computer vision algorithms, which provides neural networks with high accuracy in object recognition. Similar solutions have already been implemented in other company products, such as Yandex's smart camera. This allows users to interact with technology more effectively, opening up new horizons for automation and data analysis.

Photo search is an effective tool for increasing revenue and awareness for Yandex.Market, as well as for advertisers. Experts emphasize that this feature demonstrates higher efficiency compared to similar services, such as Wildberries. If users begin to actively use image search, Yandex could become a leading platform for product advertising, opening up new business opportunities and improving customer engagement.

Andrey Strekalov, founder of Clickbar, emphasized the importance of photo search for enhancing the platform's appeal and increasing advertising revenue. This innovation provides users with a unique tool for easily finding and sharing content, which, in turn, positively impacts audience engagement and the company's financial performance. The implementation of image search can be a key factor in improving the user experience and expanding opportunities for advertisers.

Yandex is actively working to create a more convenient and modern shopping experience for users. These changes can significantly impact the online retail market, improving the interaction between buyers and sellers. The introduction of new technologies and innovative solutions will allow users to find the desired products faster and easier, which will ultimately lead to improved service quality and customer satisfaction.

Nike: Active Development of the Metaverse and Virtual Fashion

Nike, one of the world's largest sportswear and footwear brands, is making significant strides in virtual fashion by acquiring RTFKT Studios. This startup, which specializes in the development of unique virtual shoes and accessories, is finding growing interest among users of digital platforms. Nike's investment in RTFKT Studios underscores the brand's commitment to adapting to new trends and consumer preferences in the field of digital fashion. Virtual goods are becoming an important part of culture, and Nike is committed to taking a leading position in this rapidly growing niche by offering innovative solutions to its customers.

According to Statista, the virtual goods market is projected to grow significantly, and Nike is aiming to take a leading position in this rapidly evolving segment. In November 2021, Nike filed new trademark applications covering a variety of virtual products. This underscores their commitment to innovation and active participation in the digital economy. Nike is actively exploring the use of virtual goods to strengthen its brand and attract new audiences.

Nike announced the launch of its Nikeland metaverse on the Roblox platform. This virtual space allows users to create unique digital avatars and dress them in Nike products. Nikeland opens new horizons for brand engagement, allowing users to not only showcase their style but also participate in various gamified activities, fostering a stronger connection with their audience.

This post from RTFKT Studios (@rtfktstudios) provides up-to-date information on the company's latest developments and projects. RTFKT Studios is actively creating innovative digital products, including unique NFTs and virtual shoes. The company has established itself as a leader in cross-culture and digital art, offering its users exclusive merchandise and interactions in a virtual environment. Stay tuned for updates from RTFKT Studios to stay up-to-date with important announcements and new collections.