![](\"/images/cism-sochi-2017.jpg\")
\n\n1.1. SNAPSHOT
\n1.2. OUTREACH
\n1.3. CUSTOM DASH
\n
\n\n2.1. EXPERIENCE BOOK
\n2.2. INBOUND: BLOG or LIBRARY
\n2.3. LIVE EVENTS
\n2.4. GIVE AWAYS
\n2.5. EDUCATION ALTS
\n
\n\n3.1. TARGETED WEB ASSETS
\n3.2. CROSS CHANNEL WORKFLOWS
\n3.3. MARKETING & SALES PLAYBOOKS
\n
\n\n4.1. KNOWLEDGE BOTS
\n4.2. CROSS CHANNEL ORCHESTRATION
\n4.3. MOBILE POWER
\n4.4. LIVE SEGMENTATION
\n4.5. TOTAL PERSONIFICATION
\n
\n","pages":[{"url":"/cism-2017/","relativePath":"cism-2017.md","relativeDir":"","base":"cism-2017.md","name":"cism-2017","frontmatter":{"title":"CISM 2017","subtitle":"Inbound international GR marketing for Sochi 2017 Org Committee","img_path":"/images/снимок-экрана-2019-12-17-в-16.41.54.png","template":"page"},"html":"5.1. VR EXPERIENCE
\n5.2. AR EXPERIENCE
\n5.3. AUDIO & VOICE MARKETING
\n
On March 3, 2017, Vladimir Putin has congratulated our national team on winning III World Winter Military Games CISM 2017 In Sochi. We join President in his greetings and along with that we celebrate the success of mobile application CISM Sochi 2017 especially developed by Stars & Fishes team for this event. Within the project we created the newsfeed, the messenger and the interactive quest which function as a local social network for participants and spectators of the Games. Our App has already become the best ever created for CISM application in AppStore. While its design has been marked by experts as one of the best in sporting events category.
\n
Today we want to share our fresh crazy case, which we collected with special love and awe, just as the customer's engineers have collected at the time of the product-the plane! Guys, the plane!!! Yes, a passenger plane in the form of a fighter on a diesel engine. And the name of this plane - Dreamer!
\n![](\"/images/main-kety-visual.png\")
Our work began with the creation of a logo, corporate identity, which eventually formed a single brand book with its history.
\nAs we all know, green symbolizes harmony. In the case of the logo for the Dreamer, green is a symbol of harmony between heaven and earth, between distance and time, between the childhood dream of learning to fly and adult reality. Harmony, which gives this plane to its owner.
\n![](\"/images/screen-shot-2019-12-11-at-4.25.29-pm.png\")
Lush clouds and heavy at first glance gradient, selected as key assets for the background design incorporate designs are also chosen by chance. Remember what you see from the window of the aircraft day and night in the daytime it will be, one way or another - the clouds. At night the lights from the ground, the glare of ponds and dark sky in bright gradients from the light of the stars and the moon.
\n![](\"/images/screen-shot-2019-12-11-at-4.45.36-pm.png\")
![](\"/images/dreamer_flyer_3_front.png\")
For the first time, our assets were used to design the site at the international import and export day in Moscow. In addition to the standard design elements, we have developed unique content for Steam Display. Thanks to this feature, the Example site has become the main point of attracting the attention of visitors.
\nDreamer, thank you and your team for the super-coordinated work. A pleasure, not just a project!
"},{"url":"/inventive-media-by-s-f/","relativePath":"inventive-media-by-s-f.md","relativeDir":"","base":"inventive-media-by-s-f.md","name":"inventive-media-by-s-f","frontmatter":{"title":"Inventive Media by S&F","subtitle":"AR Interaction Wrapped Into Powerful Air Humidifier","img_path":"/images/screen-shot-2019-12-17-at-4.48.44-pm.png","template":"page"},"html":"![](\"/images/screen-shot-2019-12-17-at-4.53.50-pm.png\")
We're expanding our possibilities! Marketing must be in tune with the times. Inventive Media by Stars and Fishes presents innovative marketing tools to achieve maximum engagement of your user or customer with your content! Already today VR tours of premium quality and interactive presentations on SteamDisplay.
\n\nDo you want to attract new customers, visitors or investors? Give them the opportunity to walk around your restaurant, factory, hotel, business center or Museum! And our project Inventive Media will help you with this. We create virtual tours of premium quality with soft transitions between locations, thanks to the exclusive technology of combining 3D scanning and shooting panoramic photos.
"},{"url":"/international-college-of-progress/","relativePath":"international-college-of-progress.md","relativeDir":"","base":"international-college-of-progress.md","name":"international-college-of-progress","frontmatter":{"title":"International College of Progress","subtitle":"Creating a New Brand In Education","img_path":"/images/screen-shot-2019-12-18-at-6.10.29-pm.png","template":"page"},"html":"![](\"/images/14468388_329336844087916_8181872191181407823_o.jpg\")
Stars & Fishes team has recently given a birth to a new educational brand - ICP (International College of Progress). We have developed the whole brand identity mix for the new center of additional education for children & adults. Applying holistic approach we conducted a market research, created naming, logotype, corporate style, key-visual and several company booklets.
"},{"url":"/miller-b2b/","relativePath":"miller-b2b.md","relativeDir":"","base":"miller-b2b.md","name":"miller-b2b","frontmatter":{"title":"Miller (b2b)","subtitle":"B2B campaign for retailers (inbound marketing with infographics & PWA","template":"page"},"html":"At the beginning of the year when the marketing plan is already in action, don't forget to secure sufficient support for inno launches at the sales level. Sales Toolkit by Stars & Fishes will help you: right arguments for listing, motivational messages for sales team, memorable images. Classic presentations, interactive web-presentations, videos - everything that can help to spread important information about the new product inside and outside your company.
\nAt the pictures you'd find similar project for Miller brand.
\n![](\"/images/miller-b2b.jpg\")
![](\"/images/lemon-radler-in-mockup.png\")
We are happy to share a project recently delivered by Stars & Fishes for Heineken Russia. Marketing toolkit was designed for a new product and brand LemonRadler. The product itself is a mix of non-alcohol lager beer & lemonade and it is absolutely fantastic, so all we had to do was just matching right creative assets with right audiences. Communication sequense was targeted to consumers, sales team, customer buyers & business partners with a focus on LemonRadler benefits through interactive experience and engaging story.
\nThe second part of this project was related to digital platform that we created for the launch of a new brand Lemon Radler. We had a difficult task-to involve the consumer in the content, to hold it on the site as long as possible to tell more details about a completely new product for the Russian market, its composition and consumption situations. As a result, we have an interesting interactive website. See for yourself: www.lemonradler.ru
\nContact us if you would like to learn more about experience marketing toolkits for your brand.
"},{"url":"/miller-motion-design/","relativePath":"miller-motion-design.md","relativeDir":"","base":"miller-motion-design.md","name":"miller-motion-design","frontmatter":{"title":"Miller","subtitle":" Motion Design","img_path":"/images/screen-shot-2019-12-18-at-6.16.29-pm.png","template":"page"},"html":"![](\"/images/67799288_907046142983647_189126419568132096_o.jpg\")
Have a look! That’s how S&F team visualized product taste and feel for the upcoming Miller non-alcohol beer promotions. This visual message will be used to build a cross channel customer experience, including outdoor, media and digital formats.
\n\nThe concept of design strategy is based on a bottle with juicy drops on the surface, which is enveloped by a live wave of beer. The picture is illuminated with rays, which gives even more freshness. After a second look at such a banner, thirsty buyer, even after a week, will certainly remember what he needs to buy to quench his thirst. All elements of this work are made by hands of space designer Pavel Volikov and art Director from the light side of the force - Anatoly Lebedev
"},{"url":"/lukoil/","relativePath":"lukoil.md","relativeDir":"","base":"lukoil.md","name":"lukoil","frontmatter":{"title":"Lukoil","subtitle":"Shopper Connection & Big Data Analytics","img_path":"/images/снимок-экрана-2019-12-17-в-16.30.09.png","template":"page"},"html":"![](\"/images/screen-shot-2019-10-04-at-15.38.29.png\")
The project brief from Lukoil Lubricants was to develop a shopper marketing solution for their products selling through branded gasoline station stores.
\nWe had to work with the list of technically and communicationally specific SKUs of automotive liquids and oils.
\nOur team analyzed sales big data across the channels and came up with product matrixes revision, new shopper path configuration, and a brand zone connecting off-line shoppers with their digital experience, opening new gates for further ABM automations.
\nIn the end we’ve made a pilot project in real life, which lasted for two months, and measured results after that we got confirmation of double digit % sales improvement.
\n"},{"url":"/s7-technics/","relativePath":"s7-technics.md","relativeDir":"","base":"s7-technics.md","name":"s7-technics","frontmatter":{"title":"S7 Technics","subtitle":"Design Materials for Russian B2B Sector","img_path":"/images/screen-shot-2019-12-18-at-6.40.26-pm.png","template":"page"},"html":"We continue to modernize design materials for Russian B2B sector. We are happy to share one of our latest projects for S7 Technics Holding which provides aircraft and component maintenance and repair. We faced an objective to underline world-class quality of S7 Technics services and the Company expertise while still stay cheerful and modern.
\n![](\"/images/s7-technologies.jpg\")
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Laoreet sit amet cursus sit amet dictum sit. Duis ut diam quam nulla porttitor massa id neque. Ut tortor pretium viverra suspendisse potenti nullam. Auctor elit sed vulputate mi sit amet mauris commodo. Dui ut ornare lectus sit amet est placerat. Et malesuada fames ac turpis. Nunc vel risus commodo viverra maecenas accumsan lacus vel. Varius morbi enim nunc faucibus a pellentesque. Erat imperdiet sed euismod nisi porta. Viverra maecenas accumsan lacus vel facilisis volutpat est velit egestas. Dui ut ornare lectus sit amet est placerat in. Vitae sapien pellentesque habitant morbi tristique senectus et netus et. Nullam vehicula ipsum a arcu cursus vitae congue mauris.
\nAenean sed adipiscing diam donec. Id donec ultrices tincidunt arcu non sodales. Orci ac auctor augue mauris augue neque gravida in. Mattis enim ut tellus elementum sagittis vitae et leo duis. Tortor pretium viverra suspendisse potenti nullam. Malesuada proin libero nunc consequat. Commodo viverra maecenas accumsan lacus vel facilisis volutpat est velit. Mauris vitae ultricies leo integer malesuada nunc. Eget magna fermentum iaculis eu. Molestie at elementum eu facilisis. Dui faucibus in ornare quam viverra orci sagittis. Aliquam ultrices sagittis orci a scelerisque purus semper eget.
\nTellus mauris a diam maecenas sed enim. Enim facilisis gravida neque convallis a cras. Sollicitudin nibh sit amet commodo nulla facilisi. Ultrices mi tempus imperdiet nulla malesuada pellentesque. Semper viverra nam libero justo laoreet sit. Vestibulum sed arcu non odio euismod lacinia at quis risus. Viverra ipsum nunc aliquet bibendum enim facilisis gravida neque convallis. Aliquam sem et tortor consequat id porta nibh venenatis cras. Et leo duis ut diam quam nulla porttitor massa id. Sagittis vitae et leo duis ut diam quam. Vitae aliquet nec ullamcorper sit amet. Egestas egestas fringilla phasellus faucibus. Elit pellentesque habitant morbi tristique senectus et netus et. Sagittis purus sit amet volutpat consequat mauris nunc. Commodo odio aenean sed adipiscing. Aliquet eget sit amet tellus cras adipiscing. Odio pellentesque diam volutpat commodo sed egestas egestas fringilla phasellus. Justo eget magna fermentum iaculis eu non.
\nMi quis hendrerit dolor magna. Vel facilisis volutpat est velit egestas dui id ornare arcu. Sed sed risus pretium quam vulputate. Quam viverra orci sagittis eu volutpat odio facilisis mauris. Enim eu turpis egestas pretium. Lorem ipsum dolor sit amet consectetur adipiscing elit duis. Turpis egestas pretium aenean pharetra magna ac. Enim diam vulputate ut pharetra sit amet aliquam id. Sapien nec sagittis aliquam malesuada bibendum arcu vitae elementum. Amet nulla facilisi morbi tempus. Aliquet bibendum enim facilisis gravida neque convallis. Nulla pharetra diam sit amet. Vitae nunc sed velit dignissim sodales ut.
"},{"url":"/rastishka-danone/","relativePath":"rastishka-danone.md","relativeDir":"","base":"rastishka-danone.md","name":"rastishka-danone","frontmatter":{"title":"Rastishka (Danone)","subtitle":"AR project for localised global brand Danone (Dadonino, in Russia - Rastishka)","img_path":"/images/screen-shot-2019-12-18-at-6.02.34-pm.png","template":"page"},"html":"We are pleased to tell you about one of our favorite AR projects which we bild for the brand Rastishka (Danone)
\n![](\"/images/rastishka-ar-danone.jpg\")
In the fall of 2017, we created the concept of space design for Rastishka yogurts. The result is a bright package that inspires children to learn more about space. In addition, each bottle has a special label Shazam, scanning which with the help of augmented reality, children can go on a trip on a rocket with Dino.
"},{"url":"/posts/3-automation-tactics-advanced-marketers-should-know/","relativePath":"posts/3-automation-tactics-advanced-marketers-should-know.md","relativeDir":"posts","base":"3-automation-tactics-advanced-marketers-should-know.md","name":"3-automation-tactics-advanced-marketers-should-know","frontmatter":{"title":"3 AUTOMATION TACTICS ADVANCED MARKETERS SHOULD KNOW","date":"2019-10-07T12:02:51.500Z","thumb_img_path":"/images/different_pop-ups_green-md.png","template":"post"},"html":"Marketing Automation copyright of Stars & Fishes, ltd.This article describes how to implement 3 automation tactics, actual for 2019 international marketing practice and relevant for the majority of B2B and B2C companies with different customer base sizes (FMCG mates - don’t skip, I’ve got you also covered). This material is based on key global industry reports for the past 6 months (including Statista, Gartner, Intercom, Adobe Marketo and etc.) and my own experience with 50+ marketing automation SaaS \"test drives” during the period. Each description is followed by a short “how-to” summary, so you can start implementing right after you finish the read. Some points may seem very obvious for “veterans of digital transformation” (still valuable as an executive summary, I am sure), but my objective was to make it clear for all marketers, including those who are quite new to automation in general. Keep scrolling 🤟
\n![](\"/images/simple_automation_personal_chat_64_colors.gif\")
Marketing Automation copyright of Stars & Fishes, ltd.
\nA trigger is a captured user action that serves to launch an appropriate automated response. Set your trigger as a simple scroll down until a specific page divider or other relevant condition, depending on your content, for example:
\n—> user has interacted with more than 1 (or 2 or X) objects on a page,
\n—> specified time spent on site has passed,—> user has clicked a certain sequence of links (instant clicky demo: user clicks this, then clicks that and on third gets a live auto-reply)
\nIf you’re new to triggers, - start with a most simple one, but avoid default pop-ups on the upload as they may badly influence your bounce rates. Having a behavior-based trigger in place you’ll grow engagement of already involved users, instead of showing “annoying commercials” for everyone arriving at your landing page. The “inbound” approach is a new leadership standard, and its importance will only increase further taking into account ads clutter and overall info pressure put on your potential customers. Treat users with respect to enjoy higher conversions.
\nTo build a specific trigger you’ll need to set your own tracking system. Custom trackers are included in most of the marketing automation SaaS on the market and most of them come “out of the box”, so no coding skills are required. You may ask for advice from your digital agency, but don’t miss an opportunity to test it with your own hands. Nowadays marketers are lucky to enjoy a lot of free trials offered by software service providers (here you can request a free PDF with 30+ most popular). Last but not least there’s a huge step forward in dashboard UIs, so building a sample campaign made as simple as building a powerpoint slide. Even with a starter solution like S&F simple automations, anyone can build simple triggers, while enterprise marketers who need top-level precise tracking should better look at premium level - for instance, you may book a demo of Adobe Marketing Cloud via one of your local Adobe Solutions partners.
\nOption #1: the user scrolls until the divider with pricing options —> instant reply “Questions on pricing? We can help”
\nOption #2: the user is scrolling down and at a certain divider he starts an interaction with one of animated elements on a landing page —> instant reply “wanna join our autumn promo campaign?”
\nFor automation launch you can use various chat bot solutions, starting from the easy Facebook messenger, which comes with free options for individuals and small business and up to sophisticated chat bot SaaS like Intercom.
\n![](\"/images/simple_automation_e-mail_list_64_colors.gif\")
Marketing Automation copyright of Stars & Fishes, ltd.
\nTo launch a specific action with personalized content you need to use the following triggers :
\n—> user has filled the form on your website,
\n—> user has left his name or other personal data in your in-app messenger or third party form (like a facebook page, Instagram or a blog page).
\nIt’s also important to note that to deploy a personalization you may also use an existing database with contacts and other relevant data in an appropriate format, for example, *CSV file.
\nIn the most advanced solutions, like Adobe Experience Manager and Adobe Campaign, these trigger scenarios come as a regular option in the marketers dashboard. If you want to build something more easy, cheap or just test some ideas try S&F simply automation with build-in plug-ins (some scenarios will work for free just to demonstrate you the general ideas).
\n“We’ve got just what you need, {{NAME}}!”
\n“An offer exclusively for {{COMPANYNAME}} {{LOGOPNG}}{{BODYCOLOR}} employees”_
\n__
\nOption #1: mail list scenarios
\nOption #2: chat bot instant reply
\nOption #3: ads platforms with an enabled option of dynamic layers in ads (for example Facebook or Instagram)
\nTo build automation you need your end program to receive a POST request API (available on most of the e-mail automation services, including S&F simple automation, chat bot messengers and leading social ads networks).
\n![](\"/images/live_segmentation_64_colors.gif\")
Marketing Automation copyright of Stars & Fishes, ltd.
\nTwo common ways to trigger a next action for lapsing users are: 1) when user is about to leave the page (so you don’t have to pay for re-marketing) and 2) if that still does not work enough - propose a survey or a reward for recommending your service in further re-marketing campaign (instead of pushing promo to everyone). Collecting insights is most important in working with lapsed users, and getting more data instead a will bring you much more profit than pushing a promo discount (especially if you have to make deep discounts).
\nTo set up a trigger you’ll need to have one of the solutions, described in the first part of this article (UTM and a tracking system within your marketing automation platform).
\n“We see you’ve left, but we really value your opinion”
\n“The reasons why you’ve left can make our service much better”
\n“Let’s build an ideal service together”
\nOption #1: a mail if a person has previously subscribed
\nOption #2: the last call for unsubscribed users with a certain reward to pass the survey
\nOption #3: ads platforms with an enabled option of dynamic layers in adsTo build this response you need to have an appropriate
\nIf you’re interested in learning more about marketing tech and do it regularly, please subscribe to my marketing automation newsletter. There’re also free live webinars which I make for my subscribers once a week.
\nWith best wishes,\nDenis Lelin\nHead of Marketing Solutions at S&F simple automation,\nAdobe Marketing Cloud professional,\nAdobe Solutions Partner
"},{"url":"/vip-milk/","relativePath":"vip-milk.md","relativeDir":"","base":"vip-milk.md","name":"vip-milk","frontmatter":{"title":"Vip Milk","subtitle":"New Logo","img_path":"","template":"page"},"html":"![](\"/images/23119916_524460027908929_9087089980634559143_o.jpg\")
New logo from Stars & Fishes for VIP-Milk educational program, which is launched by Danone for milk suppliers and dairy market development. The design task was to create a clear link with milk in the logo and build up professional and modern image for this educational program.
"},{"url":"/posts/5-leadership-frameworks-for-highly-effective-b2b-marketing/","relativePath":"posts/5-leadership-frameworks-for-highly-effective-b2b-marketing.md","relativeDir":"posts","base":"5-leadership-frameworks-for-highly-effective-b2b-marketing.md","name":"5-leadership-frameworks-for-highly-effective-b2b-marketing","frontmatter":{"title":"5 leadership frameworks for highly effective B2B marketing","subtitle":"This knowledge article is presenting 5 leaderhsip toolkits for B2B marketing. Each toolkit is a set up of marketing tech SaaS configuration and humanware workflows, enabling Stars & Fishes customers to build a solid strategy, manage execution, track and achieve certain marketing KPIs. Leadership toolkits have agile pricing depending on the amount and complexity of specific marketing needs, but general and unique logic is the same. This document is published in open source under GPL license and is a copyright of Denis Lelin, the co-founder of Stars & Fishes collaboration network. S&F international community consists of independant freelancing experts, agencies, SaaS companies, multimedia production teams and other contributors to diverse marketing services market. ","date":"2019-08-31T00:00:00.000Z","template":"post"},"html":"\n\n1.1. SNAPSHOT
\n1.2. OUTREACH
\n1.3. CUSTOM DASH
\n
\n\n2.1. EXPERIENCE BOOK
\n2.2. INBOUND: BLOG or LIBRARY
\n2.3. LIVE EVENTS
\n2.4. GIVE AWAYS
\n2.5. EDUCATION ALTS
\n
\n\n3.1. TARGETED WEB ASSETS
\n3.2. CROSS CHANNEL WORKFLOWS
\n3.3. MARKETING & SALES PLAYBOOKS
\n
\n\n4.1. KNOWLEDGE BOTS
\n4.2. CROSS CHANNEL ORCHESTRATION
\n4.3. MOBILE POWER
\n4.4. LIVE SEGMENTATION
\n4.5. TOTAL PERSONIFICATION
\n
\n"},{"url":"/posts/5-signs-that-it-is-time-to-change-the-e-mail-strategy/","relativePath":"posts/5-signs-that-it-is-time-to-change-the-e-mail-strategy.md","relativeDir":"posts","base":"5-signs-that-it-is-time-to-change-the-e-mail-strategy.md","name":"5-signs-that-it-is-time-to-change-the-e-mail-strategy","frontmatter":{"title":"5 signs that it is time to change the e-mail strategy","date":"2019-06-04T19:21:17.900Z","thumb_img_path":"/images/sf_inbound_-5-signs-that-it-is-time-to-change-the-e-mail-strategy.png","template":"post"},"html":"5.1. VR EXPERIENCE
\n5.2. AR EXPERIENCE
\n5.3. AUDIO & VOICE MARKETING
\n
Year after year, email is the best channel of communication when it comes to customer engagement and conversion. In fact, the results of Adobe's e-mail marketing research in 2018 show that more consumers prefer to interact with brands via email than through any other channels, and the DMA study shows that in email campaigns, the average return on investment (ROI) is 122%.
\nHowever, most of today's e-mail marketing is not as effective as it could be. Many emails are not intended for individuals and are not personalized with meaningful messages. Sending letters is also not always carried out at the time of the maximum possible response.
\nWhat happens to your e-mail marketing? We've identified five features that can help you determine if it's time to rethink your approach to e-mail marketing.
\n![](\"/images/sf_inbound_-5-signs-that-it-is-time-to-change-the-e-mail-strategy.png\")
Customers are getting better and better at screening out bulk emails. However, customers are willing to interact with relevant content and they want to build relationships with companies that they like and that find the right approach to them. Entering into an appropriate dialogue with customers allows you to patiently develop your relationship and gradually push them to buy.
\nThe first step to getting involved in the email distribution process is to plan your workflows. It is important to note here that workflows need to be adapted to customer actions, reactions and behaviors. That's where marketing automation comes in. Without automation, marketers are limited to campaigns with a fast mass mailing that does not allow them to provide relevant content to customers at the right time.
\nMarketers who prepare e-mails manually have to work much harder to develop relationships with customers than those who use marketing automation systems. Manual analysis of the data, create lists and set reminders in the calendar for the permanent simulation of personalized interaction with each client burdensome and time-consuming. In addition, without e-mail automation, marketers cannot easily set up a campaign to respond quickly to consumer behavior, for example, if a customer clicks to get more information about a product or service. Needless to say, \"manual\" e-mail marketing also limits the ability of marketers to scale any meaningful interaction with a customer.
\nIt would be awkward to go live to a real customer and start a conversation without referring to the previous dialogue you had with them - but that's exactly what happens with most email newsletters. When e-mail marketing is fragmented, different departments of the same company risk sending emails with competing messages to the same customer.
\nThis is perhaps the most important of the five features. The ability to micro-segment the database and target potential customers is an important part of any marketing campaign. The more targeted and relevant the message, the better the response rates and the higher the revenue. Good targeting today means using both demographic and \"brand\" filters. In other words, marketers need to know who the target is and, if necessary, which company it works for.
\nIn addition, behavioral filters - for example, what web sites visited by the client, what keywords he clicks and what he says in social networks - are key metrics. It is also important to know where your customer is on the way to purchase. Is this a prospective client early on? Active lead? Interested customer? Without taking into account the segmentation of your customers by the purchase cycle, you will not be able to send them the right message at the right time. The study by MailChimp showed that marketers who segment your e-mail campaign, measure the opening of letters by 14.31% higher and the rate of clicks within emails to 110,51 % higher than marketers who do not.
\nVisit your website. Filling in the web form. Changing the status of a potential client. All these points give you the opportunity to contact customers with the latest information at the right time. But this only works if you have the ability to respond to a customer's action immediately, such as sending an email or making a phone call. Thanks to the Lead Response Management Study, it was found that the reaction to the client's actions within five minutes after the moment of his interaction with your content can significantly increase the probability of turning this client into a full lead, while the delay reduces the chances by 400 %.
\nIf your organization's e-mail marketing has any of the above features, it's time to invest in a new solution. Take your e-mail marketing to the next level using various automation tools.
\nTranslation and adaptation of Lizzy Funk article.
"},{"url":"/posts/5-ways-to-increase-customer-engagement/","relativePath":"posts/5-ways-to-increase-customer-engagement.md","relativeDir":"posts","base":"5-ways-to-increase-customer-engagement.md","name":"5-ways-to-increase-customer-engagement","frontmatter":{"title":"5 ways to increase customer engagement","date":"2019-09-30T11:56:44.500Z","thumb_img_path":"/images/british-shorthair-cat-working-on-laptop-pg3vrnc-md.jpg","template":"post"},"html":"Stop for a second and think how good it would be if you could increase your company's profits by 95 percent. Or let's be conservative and ask for a smaller number, like 25 percent.
\nThe truth is that all it takes is an increase in your customer retention rate by 5%, according to a study by Frederick Reichhold of Bain & Company (who invented the net Promoter Score, so he knows something about the relationship between customer service quality and business growth).
\n![](\"/images/british-shorthair-cat-working-on-laptop-pg3vrnc-md.jpg\")
Taking care of existing customers is not as tempting as attracting new ones, but it is much easier and more important for business than catching new customers.
\nThis policy is based on customer engagement. Think of Apple fans in the era of Steve jobs or cult followers of Zappos. When customers identify with the brand and interact with it, the brand begins a white stripe. So if you want to increase profits, as Reichheld predicts, here are five tactics you can use to increase your customers ' engagement.
\nIf you run a business based in Silicon Valley, or you have at least one employee-millennial, you're probably using Slack today. Communication software has become almost as important as an email to many companies when it comes to collaboration and communication.
\nBut Slack will be useful not only for your internal team, it can also be a useful tool for creating community and customer interactions.
\nSuch companies as the tool of social media posts Buffer has achieved great success, creating a lively forum for its customers over the public channel Slack, and other companies such as Crispy Mountain, do the same thing.
\nWe reach a saturation point as a society when it comes to marketing and sales. Marketers and salespeople look-through interest in sales. The real interest in the case simply vanished.
\nFortunately, there's a way to get back to reality: make your company a friend, not a transaction. You don't find and hold customers by simply selling them time. You create loyal customers by offering the value of that time. Sell only when you slip into the sales field.
\nYou should not direct your social channels to promote your brand (or even to your e-mails). Instead, offer interesting or useful information while taking care of your customers until they become loyal and trusting. You will get the next sale from them. You just need to have patience and faith.
\nI know what you're thinking: a chatbot? Really? Live communication has its disadvantages, but it is irreplaceable!
\nYou are not alone in this judgment. But we examine the issue further because companies such as LiveAgent changed their attitude to the chatbot for customer interest.
\n\"Chatbots are one of the fastest methods of customer service, but they used to be terrible,\" said marketing guru Neil Patel in his report on the need to use the chat functionality on your company's website. \"But it's different now. In fact, live chat and chatbots have become the exact opposite.”
\nThis is because customers don't like to wait, and a modern chatbot created properly is an extremely easy way for customers to interact with the brand when they have a question, comment, or need help.
\nSocial proof is a powerful force in marketing. It also increases customer interest because customers are fans of real stories, especially those in which you post their comments on your site. By adding their testimonials to your site, you help them identify with your brand because they are now part of the brand history.
\nSo make it easier for those customers who want to share their stories.
\nOne easy way to connect with your customers through the stories they tell is to have a page on your site where customers can easily share their stories and thoughts about your brand. Don't hide this page, show it in every marketing communication.
\nAnother good way to encourage customers to talk about your brand is to ask about it on your company's Facebook page. Just ask. It's simple.
\nFinally, a good way to increase customer interest is to create joint contests between your brand and customer, and then reward those customers who participate in the contest with something like a coupon or special offer, encouraging the finesse of further purchases, and encouraging customers to participate in the same. time.
\nThe pizza company offered buyers the opportunity to offer pizza themselves, and then share and sell their recipes on social networks, paying customers from $ 0.25 to $ 4.50. Every time someone buys this. According to Domino's, 204 more than 700 customers took part in the campaign, earning approximately 965 925 USD.
\nSo the next time you start planning your sales and marketing strategy, stop giving love to your existing customers. Encouragement of already attracted customers is not as impressive as attracting new customers, but it is guaranteed to bear fruit.
\nTranslation and adaptation of JT Ripton article.
"},{"url":"/posts/5-underestimated-roles-in-your-marketing-team/","relativePath":"posts/5-underestimated-roles-in-your-marketing-team.md","relativeDir":"posts","base":"5-underestimated-roles-in-your-marketing-team.md","name":"5-underestimated-roles-in-your-marketing-team","frontmatter":{"title":" 5 underestimated roles in your marketing team","date":"2019-09-23T11:18:45.600Z","thumb_img_path":"/images/sf_inbound_-5-underestimated-roles-in-your-marketing-team-md.jpg","template":"post"},"html":"When a rider wins, most focus on his driving skills or the capabilities of the car; or both. But in fact, the race is won or lost thanks to a large team, hard work which ensures the safety and success of the driver. Engineers, meteorologists, technologists, crew chief, tire carriers, tire fitters, doctors, coaches, and many others. Like any team working on a common goal, all these people need cooperation and well-built communication. It is often overlooked that the success of teams is not achieved by individuals, but is the result of the effective collaboration of several people working in unison.
\n![](\"/images/sf_inbound_-5-underestimated-roles-in-your-marketing-team-md.jpg\")
The same can be said about cross-channel marketing teams. It's easy to focus on the end result — providing an excellent user experience with an interface that manages engagement, conversions, and revenue, but more importantly, actually - something that is sometimes downplayed or underestimated — the team behind building that interaction.
\nAt a recent Adobe summit in Las Vegas, Bruce Swann (senior product marketing Manager at Adobe Campaign) and Tony Arbelaez (senior email marketing Manager at Expedia Group) talked about how they formed a powerful cross-channel marketing team to support the Travelocity brand. Teamwork is critical in Travelocity. According to Tony: \"each member of this team depends on each other, it concerns clear business communication, schedules of launching campaigns and audience segmentation.\"(“Our team relations on each other to communicate clear business rules, campaign delivery schedules, and audience segmentation.)
\nIn their speech at the Summit (Optimizing Your Team for Cross-Channel Marketing), Tony and Bruce identified 5 key roles that are usually underestimated, and explained why they are so valuable and how you can support them.
\n• The operator of the database in the first place, he is responsible for the collection of proposals, maintenance of profile, promotion users and collection of responses via email, for your records. It also helps maintain and improve the data architecture in Adobe Campaign, create new tables/schemas, extend existing schemas, and create import/export workflows.
\n• Campaign developer is primarily responsible for the overall operations of Adobe Campaign, which includes maintaining a database of Adobe Campaign, development of email content and the development of new campaigns and workflows. The skill set should include strong analytical skills, JavaScript, CSS, and HTML.
\n• Content Manager - is responsible for providing legal assurance of the terms and conditions and General email communications that include topics, text content, and images. The content Manager works closely with the design team to ensure that the same brand style is maintained in the various proposals to be sent by email.
\n• Campaign Manager - the main campaign planner, including for all merchandising emails. It creates different test scenarios for the continuous growth of campaign performance. He is also a Manager to communicate with all contractors who are associated with the creation of e-mail content.
\n• Strategic analyst - he/she is responsible for the weekly analysis of campaign effectiveness-measurement of user reaction data of each campaign (transitions, clicks, unsubscriptions) regarding forecasts and trends. It closely follows the content tests and the most effective content to the campaign Manager and developers to make changes.
\nFor high-level campaigns to function, collaboration is essential. Well-established communication of the right team allows you to plan and run campaigns at times faster and more efficiently, thanks to communication and cooperation.
\nIn addition to the main functions, there are also non-statutory recommendations for the team to work at a high level. For example, you should take into account the personal qualities of team members, such as the ability to analyze and solve problems on their own, effectively cooperate and communicate with others, project management experience.
\nIn addition, marketers should determine their readiness for cross-channel marketing by assessing the status of their core business, in order to understand whether they are ready to adopt and develop new campaign strategies. When they are ready, they will be able to use the campaign management tool to improve customer service.
\nFinally, marketers should consider the importance of organizational design, there Are three considerations at the expense: the organization should take into account the advantages of the cross-channel center, all teams of experts are divided into professional areas that create, disseminate and standardize specific skills across the company. This approach will help to share results and knowledge between teams, as well as increase the capacity of each team member. Cross-engagement teams are inspired when an organization is working on improving the customer's user path, resorting to a collaboration of internal interaction performers in different parts of the path. A flexible approach is useful when there are cross-functional modules focused on individual projects that support a larger business goal and work using agile methodologies.
\nWith the constant speed of changes in marketing, those marketers who see changes in processes, technologies or trends as opportunities for their business development, rather than as separate processes that need to be managed, are likely to succeed.
\nUsing this approach means understanding the set of skills, technologies, and goals of your organization, as well as how they affect each other. Create a team that has a different set of skills, that You trust and that you prefer to communicate well. This optimizes your team and helps you start achieving your most sought after goals.
\nTranslation and adaptation of Bruce Swann article.
"},{"url":"/posts/5-фреймворков/","relativePath":"posts/5-фреймворков.md","relativeDir":"posts","base":"5-фреймворков.md","name":"5-фреймворков","frontmatter":{"title":" EN_5 frameworks","date":"2019-10-18T12:33:26.478Z","template":"post"},"html":"| SERVICE | \nDESCRIPTION | \nFORMAT | \n
|---|---|---|
| 1.1. Consulting in the format of EduTech (audience of employees of Your organization up to 3 people) | \n Within the framework of the \"INSIGHT NAVIGATOR\" framework, we provide access to our internal knowledge library and conduct weekly training sessions for your employees (+ support by e-mail with a response within 24 hours) | \nformat | \n
| 1.2. Date-tracking and consulting on media procurement (including the purchase of SMM advertising, as well as contextual advertising Google Ads) | \nAnalytical study GA - unconditional basis of WEB Analytics, but to understand leadership position Your offer surrounded by competitors need to take into account the behavior and choices of potential customers OUTSIDE of Your website, as well as the intersection of the audience with the sites of competitors, the full picture and real actuality the final affiliate links leading to your site within the affiliate marketing. All of these critical insights our Customers receive in weekly data-track reports, in which in addition to GA we use data from Amazon Alexa and independent SEO backlinks trackers | \nfofrmat | \n
| 1.3. Offline outreach: engaging SQL with \"enabled professional dialogue\" tools”\n | \nThe goal of the service is to create an environment of indirect communication with the SQL group that has the highest commercial potential or representativeness. Professional recognition and new career opportunities should be the main motivator for participation. For our clients from the b2b sector, we offer the following formats: 1) expert panels with former or current employees of competing companies 2) expert interviews with former and / or current employees of the most significant potential customers or customers who have rejected the product of the client's company. Motivator for SQL: publication in the media, significant for the HR market in the selected segment\n | \nformat | \n
| 1.4. Premium support, online and offline cross-tracking with Adobe Analytics connection | \nDevelopment of own analytical tracking on the Adobe Analytics platform allows you to track offline and online, while maintaining the uniqueness of the accumulated data (unlike GA and YAM, the data of visitors to your resources can not be used for remarketing and purchasing advertising of your competitors) | \nformat | \n
| SERVICE | \nDESCRIPTION | \nFORMATТ | \n
|---|---|---|
| 2.1. Consulting in the format of EduTech (audience of employees of Your organization up to 3 people) | \nWithin the framework of the CONTENT LAB framework, we can provide access to our internal knowledge library and conduct weekly training sessions for your employees (+ support by e-mail with a response within 24 hours) | \nformat | \n
| 2.2. Experience book (using existing brand guidelines) for simplified SMM and blogging | \nExperience book is created on the basis of your current brand guidelines and is a set of graphical tools for simplified group management in SMM, editorials and blogging (time reduction up to 10 times). The experience book is deployed either as a separate PWA or within the framework of your chosen SaaS framework (for example, Adobe Spark, Figma or Canva) | \nformat | \n
| 2.3. Knowledge library (in the format of a custom wiki portal on the main site or subdomain) | \nIn the conditions of growing competition, new waves of digital transformation and, most importantly, the growing demands of users in the process of making a choice - content marketing becomes the main guarantee of a successful strategy and high MQL-SQL conversions with minimal costs. As a rule, the content marketing base becomes a blog, however, in cases of B2B marketing, we offer the development of a structured knowledge library, as a separate section on the main domain or subdomain of the site. In addition to the long-term (as opposed to fake SEO web mastering) effective growth of rankings in search results, this also creates the basis for the EduTech service, which can become a profitable alternative to customer service entry level (minimum monthly check) | \nformat | \n
| 2.4. Special project with opinion leaders and / or authoritative media in the industry (including the development of viral brand story) | \nHaving identified 4-5 most authoritative sources of recommendation, we can develop a special project with the most authoritative opinion leaders in Your industry, which will be built on a powerful and creative information occasion, developed in conjunction with the leaders of growth hack campaigns and experts with successful experience of viral marketing campaigns | \nformat | \n
| SERVICE | \nDESCRIPTION | \nFORMAT | \n
|---|---|---|
| 3.1. Consulting in the format of EduTech (audience of employees of Your organization up to 3 people) | \nWithin the framework of the \"FRONT and TEMPLATING\" framework, we can provide access to our internal knowledge library and conduct weekly training sessions for your employees (+ support by e-mail with a response within 24 hours) | \nformat | \n
| 3.2. Set of targeted landing pages (basic offer: HTML5 or WEB React.js projects under 4 key targets) | \nTypically, B2B and HAV (high added value) products are complex enough to have a fully unified positioning for all their segments. Basic targeting of pages is an extremely effective methodology not only in the service sector - for example, in 2015 our team managed to bring sales of LCD Tsaritsyno to the first place in Moscow (according to Rossreestra) by rebuilding the client's site from lead generation on the site of the object to lead generation on 4 landing pages for a specific CA | \nformat | \n
| 3.3. Targeted brand templates for e-mail and mobile automated lead scenarios (basic package 15 pieces) | \nTargeted brand templates allow you to comprehensively solve several problems: 1) bring the primary response rate for each MQL to 100% 2) remove up to 70% of the” empty \" load of the sales Department counting leads pre-qualifying 3) increase conversion to + 500% due to auto-scheduling events 4) increase loyalty up to 3-4 times due to the automation of the client service | \nformat | \n
| 3.4. Design and development of the main site in PWA format on React.js with triggers for UX testing and advanced automation capabilities | \nThe modern site is a PWA app. Using technologies of static page generators and application delivery network (Gatsby js, Hugo, Jerkyll, Netlify and others), the Stars & Fishes production team develops sites with the highest download speed with the design of \"responsive by default\". If you need to make an extra impression on Your audience, we can build complex animations using CSS precompilers. Depending on the complexity and purpose of THE web resource used, we can deliver the site with a ready CMS (also in the form of a JS-application), and without it. Regardless of whether you choose to use CMS in your project-the site will be transferred to You in the form of a Git repository with full source code, used libraries and media materials\n | \nformat | \n
| 3.5. Configure and run enterprise-level EMS on Adobe Experience Manager | \nEMS (Experience Management systems) is a new content management format. Unlike classic CMS, the interface of which allows you to manage a single WEB resource, EMS interfaces allow you to plan and manage content from a single dashboard in your entire Digital Foundation (including social networks, 3D-party content, your maternity applications, your website and a full set of targeted Landing Pages). For Enterprise-level tasks, we offer industry-leading Adobe Experience Manager, and for smaller, but lower - quality deployments-Craft CMS and various types of headless EMS\n | \nformat | \n
| SERVICE | \nDESCRIPTION | \nFORMAT | \n
|---|---|---|
| 4.1. Consulting in the format of EduTech (audience of employees of Your organization up to 3 people) | \nWithin the framework of the framework \" SMART AUTOMATION” we can provide access to our internal knowledge library and conduct weekly training sessions for your employees (+ support by e-mail with a response within 24 hours) | \nformat | \n
| 4.2. Setting up and running a selling robot consultant (smart chatbot automation scripts on your website) | \nChatbots are gaining enormous popularity among various industries and industries. A well-configured chatbot, in contrast to a simple online chat on the site or chatbot, can perform the following functions: 1) advise users on the existing knowledge library and / or professional blog2) working out primary objections to a given sales funnel 3) carry out leads qualification and live segmentation of users who are on the site for the first time or during a re-visit to the site | \nformat | \n
| 4.3. Setting up 4 cross-channel auto-lead scenarios (5 steps in each scenario, including mail, messengers and SMS) | \nUsing analytical and behavioral triggers within the framework of your chosen SaaS solution* S&F team can develop and run automated marketing communication scenarios that will:1) within 2-3 months, gradually increase conversion by 5-6 times 2) as a result, achieve multiple cost reductions for lead generation and remarketing 3) 3-4 times increase the accuracy of the ROI forecast and sales plan (we recommend HubSpot as the main platform for marketing automation) | \nformat | \n
| 4.4. Connect complex scenarios (more than 10 steps) with high-precision triggers on the Adobe Marketing cloud platform | \nFor industries with complex B2B products that require large amounts of data and accurate custom triggers, the Stars & Fishes portfolio includes pre-configured solutions that leverage industry-leading Adobe Marketing Cloud and Mautic enterprise platforms. Also, upon your request, we are ready to configure Oracle Marketing Cloud, IBM Marketing Cloud and Salesforce Marketing Cloud | \nformat | \n
| SERVICE | \nDESCRIPTION | \nFORMAT | \n
|---|---|---|
| 5.1. Consulting in the format of EduTech (audience of employees of Your organization up to 3 people) | \nWithin the framework of the \"INVENTORY MEDIA\" framework, we can provide access to our internal knowledge library and conduct weekly training sessions for your employees (+ support by e-mail with a response within 24 hours) | \nformat | \n
| 5.2. Development of printed Sales toolkit using AR capabilities (\"live\" booklets, interactive business cards with ar graphic layers) | \nWhen it comes to communication with SQL enterprise level at the C - executive level, design materials in the form of printed presentations and exclusive brochures will not lose their relevance for a very long time. Often this format is the basis of business etiquette for the oldest generation of managers. The S&F team is ready to develop offline assets that will emphasize the exclusivity of Your offer with the help of augmented reality tools. Using augmented reality in an offline presentation is not necessarily 3D modeling or gaming - it can be an interactive video with representatives of C-level, key performance indicators of the proposed product or other infographics | \nformat | \n
| 5.3. Interactive business application using augmented and virtual reality technologies | \nUpon special request, we can develop an application using virtual or augmented reality. Such an application can serve as a form of a particularly important presentation for a potentially large transaction or training material for employees of your client's organization or organization | \nformat | \n
Today, a hot topic for discussion in the field of technology and software is the so-called Digital transformation. This phenomenon affects marketing and sales approaches, the market for marketing services, the market for IT products and much more. But the most interesting thing is how Digital transformation affects real business, operational processes and the organization as a whole.
\n![](\"/images/sf_inbound_7_questions_you_need_to_answer_in_order_for_the_digital_transformation_to_go_smoothly_for_you-md.png\"){kind=spacer}
This is the most important question, and in a sense, the most difficult to answer. Digital transformation is not about technology. It's about creating new experiences for your customers and attracting them more effectively. To be truly successful at the moment of Digital transformation, you have to put your customer at the center of everything you do.
\nThis approach starts with us being honest about how well we understand our customers and working hard to create the culture, workflows, and Analytics needed to improve customer experience and add value to customer feedback across the organization.
\nDigital technologies are developing at lightning speed, in this regard, business needs to move very quickly towards strategic priorities. To answer this question, you need to clearly articulate the key opportunity of your business and understand how to use your strengths to achieve it. Thinking about the turning point will help you understand the key issues and challenges of your business that stand in your way.Usually, clients answer the above question differently depending on the nature of their business. The answers often boil down to two options:
\nThese conclusions lead to the following two questions.
\nDigital transformation is often accompanied by a new set of key performance indicators (KPIs). It's more than tracking new customer data, analyzing digital experiences, or measuring conversion growth – though it should all be a key part of your Analytics strategy anyway.
\nBusinesses should have a deeper think about KPI. For example, what is more important: to track the income of the current month or to measure the annual or even lifetime value of the client? Should you keep track of how well your internal teams work together and then encourage them? Do you encourage your teams to accumulate knowledge about the client?
\nThe most difficult part of managing Digital transformation is not technical, but cultural. Therefore, changing the way you track and encourage success throughout your business is an important tool to overcome fragmentation within an organization and promote change in corporate culture. It helps the whole business focus on the things that matter.
\nLet's face it, true Digital transformation is often costly and involves many internal changes. This is a strategic investment decision, and it will definitely go against the cost-cutting strategy. Digital transformation also often requires changes in governance and reporting structures. Transformation is so closely intertwined with every aspect of the business that it is almost impossible to implement it at the level of middle management. All businesses should be on Board in this matter: from the founders and CEO to all employees of the organization.
\nIn companies that are not digital since inception, Board members may have a generational problem. They may be experts in business, but newcomers when it comes to digital. If the answer to the indicated question is not enthusiastic \"Yes!\" then you should understand that you will have to spend your efforts on information, education, and lobbying.
\nTrue digital transformation is a long way to go for most businesses, but no one has two years to wait for the results. So it's important to think about where you can show quick results in each quarter.
\nAs with any big change in your business, there will be doubters in the organization and those who completely deny the change. Even your supporters may be concerned. The ability to demonstrate quick wins and results over 60-90 day periods is of great importance in silencing critics and amplifying your transformations. Think of the cases or clients that will be affected primarily by Digital transformation, and make sure you have the tools to publicize those quick wins.
\nIf the heart of Digital transformation is the consumer experience, then the life force (blood) is data. Data is the most valuable asset of any digital business, but it is never used one hundred percent.
\nData is your understanding of the client — who he is, what he wants, how he behaves. You can't create a good digital experience without it. The problem is that the data of most enterprises exist in disparate and unconnected systems.It is critical that you understand where your data exists today in each individual part of the business, where you have gaps, what new data you will have, and what your plan is for all of this to be connected and work together to support the customer.
\nIt also involves a broader approach than the standard use of customer data to increase sales and revenue. You should consider personalizing sales, privacy, and how your data can be used to encourage customers and build long-term relationships.
\nThe transition to the digital environment makes many opportunities and challenges faced by traditional businesses stronger and more relevant. In digital format, many global brands should be able to interact with tens of thousands of customers not just every day, but every second. Creating a fascinating, personalized customer experience requires additional customer data, more attention to detail in managing the customer journey in digital and a huge amount of content that is displayed at the right time, in the right place, on hundreds of different devices and in hundreds of channels. In terms of marketing, we call this \"content speed.\" But full digital conversion is more than just scaling the speed of content. Digital transformation is also directly related to operational efficiency within the business. You can only take advantage of digital growth if you're ready to scale every part of your business quickly.
\nAnd that, in turn, means thinking about technology and culture. Content creation and demonstration, operational excellence and efficiency. Bringing these changes to life — building a customer-centric culture, integrating workflows from disparate parts of the business into a coherent whole, and rethinking the way success is measured — is as important as choosing and implementing the right technology platforms.
\nTranslation and adaptation of Stephen Frieder article.
"},{"url":"/posts/6-mobile-marketing-trends-that-will-change-commerce-forever/","relativePath":"posts/6-mobile-marketing-trends-that-will-change-commerce-forever.md","relativeDir":"posts","base":"6-mobile-marketing-trends-that-will-change-commerce-forever.md","name":"6-mobile-marketing-trends-that-will-change-commerce-forever","frontmatter":{"title":"6 mobile marketing trends that will change Commerce forever","subtitle":"","date":"2019-06-29T20:02:05.100Z","thumb_img_path":"/images/sf_inbound_6-mobile-marketing-trends-that-will-change-commerce-forever-md.png","template":"post"},"html":"![](\"/images/sf_inbound_6-mobile-marketing-trends-that-will-change-commerce-forever-md.png\")
According to statistics, in 2019, a large proportion of purchases on the Internet are made through mobile devices. Let's talk about the latest trends in mobile marketing, which allow you to interest and keep the target audience, as well as to simplify the processes that are focused on your goal: whether it's buying a product, subscribing to your news channel or expanding the target audience!
\nProgressive Web Apps is a hot topic, which since 2015 is actively gaining momentum. PWA is a website that a user can install on their desktop mobile device by clicking on the download button in the browser. After that, almost instantly (in ~2 seconds), an icon of the downloaded PWA will appear on the smartphone's desktop, which will look like a normal native application. Also, progressive web applications work offline, thanks to the caching system, and can be instantly updated in the background. All these advantages of PWAs significantly accelerate and simplify the process of user interaction with your site, providing an increase in user loyalty and conversion growth. By 2021, we will all forget about the usual sites for us, which now still have a demand and meaning for existence, and they will surely be replaced by PWAs.
\nThe next innovative tool that attracts the attention of a potential buyer with the help of gamification. This tool is already being implemented by the most daring companies. A striking example of the use of AR in marketing - an application from IKEA - IKEA Place, which allows you to \"try\" virtual furniture in a real room. This will require a camera on your smartphone and free space on the floor. On a similar principle, clothing brands offer fitting clothes, and cosmetics manufacturers - to try new shades of lipstick, just by opening the camera on your mobile device. The future is here.
\nFor us, it is becoming common to pay for purchases directly from your smartphone. Nowadays, there is no need to enter card data every time you make a payment on the Internet, it is enough to save the card on the device at the software level, and in the future to make a payment only by pressing a button. This is convenient (you do not need to have a lot of cards), secure (all payments are authenticated using Face ID, Touch ID, which will soon be in the hands of most users) and fast (transaction takes place instantly).
\nAnother brilliant tool that simplifies the process of using a wide range of SOFTWARE. It is about not loading the user with unnecessary actions. This may be a hotel room, which you can announce information about the departure, not coming to the reception. And soon, on the way to the airport will be able to check in for the flight, using simple voice commands that will drive the car.
\nIn China, universal payment is actively practiced through scanning a QR code, using the mobile application WeChat, the interface of which is used by more than 1 billion people, 800 million of whom use the payment function. In Western countries, as well as in Russia, this trend is only gaining momentum, but in a couple of years, it will become mainstream, as contactless payment card made a revolution in its time.
\nThe essence of contextual Commerce is to enable the seller to conduct operations on a third-party platform, avoiding clicking on links, installing the application and other actions that burden a potential client. A striking example of contextual Commerce is Skyscanner, which securely connects the buyer with several airlines on its platform. This approach is beneficial for the seller (additional sales), and for the buyer (spends less time buying a ticket), and for a third-party site (earns Commission from sales).The output is a sure conclusion: the main Internet traffic in 2019 comes from mobile devices, respectively, to pay attention to the trends in mobile marketing is now more important than ever.
\nTranslation and adaptation of an article by Jeffrey Maysh.
"},{"url":"/posts/customer-experience-management-cxm-is-the-next-stage-in-business-transformation-focused-on-a-customer/","relativePath":"posts/customer-experience-management-cxm-is-the-next-stage-in-business-transformation-focused-on-a-customer.md","relativeDir":"posts","base":"customer-experience-management-cxm-is-the-next-stage-in-business-transformation-focused-on-a-customer.md","name":"customer-experience-management-cxm-is-the-next-stage-in-business-transformation-focused-on-a-customer","frontmatter":{"title":"Customer Experience Manager (CXM) is the next stage in business transformation focused on a customer","subtitle":"","date":"2019-08-06T20:17:15.400Z","thumb_img_path":"/images/sf_inbound_-customer-experience-management-cxm-is-the-next-stage-in-business-transformation-focused-on-a-customer-md.png","template":"post"},"html":"![](\"/images/sf_inbound_-customer-experience-management-cxm-is-the-next-stage-in-business-transformation-focused-on-a-customer-md.png\"){kind=spacer}
This article will be useful for anyone who is in any way related to business, sales, marketing, Commerce, and who does not lag behind the new technologies aimed at increasing sales. Do not forget that the company can have dozens of departments and work hundreds of people, but the global goal that unites all - sales growth, which certainly occurs due to customer satisfaction. Business evolves, finds new tools for development that will satisfy the client. About one of these marketing tools, which is closely related to the automation of processes, and will be discussed in this article.
\nIf you are involved in marketing, you have probably already heard of this definition, and most likely have successfully implemented CXM tools within your company, thereby significantly outperforming your competitors.
\nSo, CXM is a tool that will allow you to keep a loyal customer, and most importantly to track the path that will define his needs and make a personalized offer at the right moment. This is a huge breakthrough in marketing. CXM works with your client as a virtual detective, keeping track of which sections on your site \"walk\" the user, then CXM offers to fill out a form, so that the client satisfies his small need, and you get his contact. And in the future, interaction with your potential client will take place at the level of an automated scenario. There can be dozens of automated scenarios so your company will provide an individual approach to each client, which will be based only on his actions. And even after the transaction, you will continue to stay in touch with an already loyal customer, fueling his incoming marketing, and most likely he will return to you, even more - will bring his friends, because you were not Intrusive, paid enough attention, and offered only what he was really interested. Thus, by implementing CXM, you reduce the cost of attracting new customers, because you have a significant increase in profits due to loyal customers.
\nOf course, the process of implementing CXM cannot be called simple and fleeting. But the result that you get on the output will exceed all your most positive expectations.
"},{"url":"/posts/how-to-become-more-flexible-in-learning/","relativePath":"posts/how-to-become-more-flexible-in-learning.md","relativeDir":"posts","base":"how-to-become-more-flexible-in-learning.md","name":"how-to-become-more-flexible-in-learning","frontmatter":{"title":"How to become more flexible in learning","date":"2019-05-15T11:01:23.300Z","thumb_img_path":"/images/how-to-become-more-flexible-in-learning-md.png","template":"post"},"html":"We are living in an era of digital transformation, where change happens too often. Accordingly, some traditional signs of effective leadership are losing relevance. The time when the main advantage of a leader was his accumulated experience of an expert making key decisions is long in the past. Today it is much more important to be adaptive.
\n![](\"/images/how-to-become-more-flexible-in-learning-md.png\")
To be ready for changes, the leader must, first of all, perceive everyday tasks as an opportunity for potential growth, looking at as many faces in one situation as possible. It can be communicated with a colleague or solving an urgent, sudden task at work. In fact, this is what is called \"flexibility in learning.\"
\nMarketers and digital specialists deal with change all the time, so for them, flexibility in learning is an extremely important feature, as a whole being a predictor of their academic performance and long-term success. They have to be in a state of constant rethinking. That is why the leaders of these areas have a high tolerance for ambiguity, the ability to remain calm before difficulties, and most importantly - the willingness to challenge the status in search of new experience and knowledge.
\nUnfortunately, the experience gained over the years by many organizations can lead to flexibility in learning from today's leaders. This is due to the fact that when solving an important case, they mainly seek to solve it in a known way, based on previous successful experience. Very few people try to find the answer to the question as already there are \"correct\" answers. We were taught to use already proven tools, but not taught to find them yourself. There are several ways we know that can stimulate continuous learning:
\n• Don't be afraid to ask questions: real leaders who work in the digital age should stop behaving like experts and start acting like investigators. Experts know the theory. A distinctive feature of the investigator is that he knows the right questions. You may not know the answer, but now you know exactly how to get it.
\n• Imagine yourself in new situations: flexible learners seek new experiences and consciously put themselves in difficult situations because they are open to learning. It also means that they will be open to information from a variety of sources without fear of getting their hands dirty. This means cooperation with experts and agencies, which will contribute to a deeper understanding of digital technologies.
\n• Take time to think: leaders who are continuously engaged in self-education are forced to conduct a self-analysis. Therefore, they tend to draw lessons from their experiences that they can use to meet new challenges. On the way to open thinking, do an overview of the events at the end of each work week, as well as instant introspection at moments when the tension in the head reaches a peak.
\n• Know what you need: it is important for a leader to understand the ultimate goal, as well as all the stages on the way to achieving it, to avoid procrastination over uncertainty, and to process new information faster. Some may need to answer 20 questions before making a decision; others will prefer to grieve and talk about difficulties; while the third is more comfortable walking into a new one without a safety net. When you understand your needs, you can easily take on changes and new information.
\n• Treat everything as a test: when we talk about lifelong learning, it can seem overwhelming. We invite you to optimize your expectations in this regard, simply considering each new effort as a process of testing and training.
\n• Try mindfulness exercises: mindfulness practices, such as breathing techniques or meditation, can be especially useful for increasing your ability to learn. The practice of mindfulness increases our capacity for emotional self-control, which then increases our ability to adapt. And mindfulness is changing the way our neural networks connect and work together, improving cognitive flexibility and adaptability.
\n• Revise your goals: traditionally, leaders focus on specific results, such as a 50% increase in sales for the quarter or a doubling of social media coverage. It's not a way to learn and grow. If instead, you set the desired anchor that combines some intentions for the future and dissatisfaction with what is happening today, you will get more changes in behavior as well as the training you need.
\n• Provide yourself with space for possible learning: in a digital environment, it can be difficult to create a space for learning. When we are too busy, the labels we use close our eyes to important knowledge and ideas that can help us in solving future problems. One method of overcoming this temptation - preparation of weekly plan in which it is proposed to consider the usual lessons from a different angle, giving yourself the ability to extract new experience from the old.
\n• Locate \"their\" culture learning: the students are capable of learning, are not going to develop in the organization where it all comes down to the maintenance of the existing status or to perform actions on the script, due to the accumulated experience. At the same time, leaders from digital can certainly stimulate a culture of learning in their own functions, they themselves will not achieve much success if a large organization is set up to thwart these efforts. Digital leaders who want to improve their learning flexibility need to make sure they are looking for organizations with the right environment.
\nTranslation and adaptation of the article, Stephanie Overby.
"},{"url":"/posts/5-фреймворков-для-эффективного-b2b-маркетинга/","relativePath":"posts/5-фреймворков-для-эффективного-b2b-маркетинга.md","relativeDir":"posts","base":"5-фреймворков-для-эффективного-b2b-маркетинга.md","name":"5-фреймворков-для-эффективного-b2b-маркетинга","frontmatter":{"title":"5 ФРЕЙМВОРКОВ ДЛЯ ЭФФЕКТИВНОГО B2B МАРКЕТИНГА","subtitle":"","date":"2019-10-06T20:27:58.331Z","template":"post"},"html":"| СЕРВИС | \nОПИСАНИЕ | \nФОРМАТ | \n
|---|---|---|
| 1.1. ДИП ДАТА-ТРЕК | \n Вэб трекинг Яндекс и Google являются минимальной базой для привлечения траффика, однако возможности их кабинетов почти не дают информации для построения конкурентной стратегии, особенно в условиях более узких рынков B2B (по сравнению с массовыми рынками) | \nЕженедельный трекинг: пересечения аудиторий, интересы, конверсионный авторитет внешних ссылок (SEO) Amazon Alexa, SimilarWEB Pro | \n
| 1.2. ОФФЛАЙН ЭКСПАНСИЯ | \n В большинстве B2B индустрий важнейшим драйвером привлечения нового клиента остаются оффлайн рекомендации, внутренние обсуждения. Это особенно значимо для клиентов \"enterprise level\", где лица, принимающие решения, стремятся получить уникальную экспертизу, недоступную широкой аудитории | \nMexico | \n
| 1.3. ПРЕДИКТИВНАЯ АНАЛИТИКА | \n Roland Mendel | \nAustria | \n
| Island Trading | \nHelen Bennett | \nUK | \n
| Laughing Bacchus Winecellars | \nYoshi Tannamuri | \nCanada | \n
| Magazzini Alimentari Riuniti | \nGiovanni Rovelli | \nItaly | \n
| Island Trading | \nHelen Bennett | \nUK | \n
Thanks to the emergence of companies such as Amazon or Netflix, the user is waiting for an impeccable experience of interaction on click and with other products. However, most companies do not have the influence, intelligence or, corny, the ability to scale their business to this level. DAM and CMS, in this case, can provide it, with their tandem integration into business processes, you will be doomed to success.
\n![](\"/images/group-of-people-holding-check-icons-pjx76eq-md.jpg\"){kind=icon}
Digital asset management systems (DAM) are becoming vital to the company's success these days. While content management (CMS) has become a nightmare requiring the help of experts or software. Your digital asset management and content management systems are key to your company's performance.
\nForty percent of consumers refuse to interact because of poorly written content. About 30 percent are disappointed by the poor design or a cumbersome interface. And three out of five consumers say that these problems are related to the brand. That is why it is now extremely important to monitor and implement CMS and DAM trands that the user subconsciously requires.
\nPersonalization is the key to brand appeal in the eyes of customers and users. 50% of shoppers say they are more likely to shop with a brand that provides a personalized experience. Non-personalized marketing campaigns have lower KPI.
\nBut for representatives of small and medium businesses, the implementation of an impeccable experience of interaction with the client almost always becomes a problem. These companies do not have the same marketing resources as their multi-billion dollar counterparts. In addition, the founders and employees of medium-sized organizations often have a variety of related key task cases, which makes it difficult to consistently provide a personalized experience, due to the lack of time resources.
\nFortunately, medium-sized companies can scale content creation and delivery while saving time and money. You need to invest in content management systems (CMS) and digital asset management (DAM).
\nToday, CMS offers users a system that helps them create, edit, organize and publish content on the Internet. Companies using CMS can centralize the management and publishing of all content through channels, which helps to optimize workflows. CMS also allows companies to simultaneously access and deploy digital content across multiple platforms, as well as evaluate the performance of their content in real-time.
\nHowever, to publish the right content at the right time, marketers need to connect their CMS with digital asset management software. Linking helps companies quickly find and retrieve content, such as photos, videos, and logos, and then publish that content and track its effectiveness.
\nIf you've ever used Google Drive for storage, and then to publish the video or send the file to the other, you used software for managing digital assets. You will need a digital asset management system for your business. And as you know, genius is not always difficult. CMS and DAM interfaces are created for people (Yes, marketers and IT-specialists are people also), respectively, work in these systems is almost intuitive.
\n- Adobe Experience Manager Assets
\n- Byuder
\n- Canto Cloudinary
\n- Stylelabs
\n- WordPress
\n- Ghost
\n- Publii
\n- Magento (for e-shops)
\n- Squarespace Wix
\nIn firms that do not use CMS, making changes to the website is difficult and time-consuming. Most likely, marketing staff will not be able to make these changes on their own. You ask your colleagues for help, and you don't know how long it will take. We all rely on it and developers to handle all these requests. The simple fact remains that its teams usually face much more pressing priorities.
\nWith the right CMS, marketers can quickly make changes to a website on their own without relying on it. A little digital optimization won't help anymore. Reducing its dependency is not the only way to improve performance.
\nThink about how much work it currently takes to find and reuse digital assets. More than 80 percent of companies claim that the most serious problem they face when using digital assets is simply tracking this content. Check out information about the blogs of Morgan Quinn, digital content Manager. Quinn reports that brands using DAM solutions are discovering digital assets five times faster than their counterparts.
\nArtificial intelligence can extend the capabilities of DAM solutions, thereby enabling medium-sized firms to quickly find and deliver content to large consumer segments. Smart tags, for example, use machine learning and artificial intelligence to automatically tag videos and photos. With smart tags, marketers don't have to spend hours trying to organize content and come up with a better description of it. Simply embedding AI into their DAM sys can provide solutions to these challenges.
\nConsider the history of Silicon Labs, a semiconductor manufacturer with annual revenue of about $ 800 million. Silicon Labs has implemented Adobe Experience Manager to label and track more than 5,000 technical documents. This project also included tagging and tracking images and photos, managing them and providing experience. Silicon Labs employees used to need at least a week to make changes to their website because marketers had to wait for action from IT-Department. Now the changes take only 20 minutes.
\nImplementing a company-wide DAM solution and CMS to manage all your content may seem tedious, but the benefits for small businesses are huge. Improving efficiency and reducing time to publish marketing research and providing critical content information provides new and exciting experiences. Silicon Labs is a Prime example here, with its marketing team of just three people.
\nMany medium-sized companies create and store content in the cloud. The campaign offer will vary slightly depending on whether users view it on a desktop, mobile, or Facebook. With the right CMS and DAM solutions, companies can centralize content creation and update all channels at the same time. A manual update for each channel is no longer an option in this business-wide optimization option.
\nThe joint use of both systems may increase the results of company work, as well as what is called \"reused assets\" when assets are reused in multiple projects. Studies show that companies that do not use DAM solutions spend more than $ 44,000 per year on asset management. Conversely, if used properly with the DAM solution, they can save about $ 189,000 in just five years.
\nJust look at Motorola. Prior to making the DAM decision, the telecommunications company's employees took an average of 20 minutes of tracking, converting, and distributing every image they used. Using the DAM solution to quickly search for these images allowed the company to save $ 600,000.
\nToday's customers need effective, personalized, digital experiences. Brands of all sizes can realize this. They just need a CMS - and they need to give a DAM.
\nTranslation and adaptation of the article Karthik Muralidharan.
"},{"url":"/posts/how-to-remain-a-marketing-leader-in-the-next-3-three-years-the-effectiveness-of-marketing-automation-in-real-case-studies-and-numbers/","relativePath":"posts/how-to-remain-a-marketing-leader-in-the-next-3-three-years-the-effectiveness-of-marketing-automation-in-real-case-studies-and-numbers.md","relativeDir":"posts","base":"how-to-remain-a-marketing-leader-in-the-next-3-three-years-the-effectiveness-of-marketing-automation-in-real-case-studies-and-numbers.md","name":"how-to-remain-a-marketing-leader-in-the-next-3-three-years-the-effectiveness-of-marketing-automation-in-real-case-studies-and-numbers","frontmatter":{"title":"How to remain a marketing leader in the next 3 three years? The effectiveness of marketing automation in real case studies and numbers","date":"2019-07-12T12:07:16.400Z","thumb_img_path":"/images/sf_inbound_how-to-stay-a-marketing-leader-in-the-nearest-3-years-md.png","template":"post"},"html":"Today, personalisation and marketing automation are transforming marketing practices around the world. Want to be a successful marketing leader in the next 3 years? Meet our review of the Bain&Company study \"it's all about time: why your marketing might be lacking.\"
\n![](\"/images/sf_inbound_how-to-stay-a-marketing-leader-in-the-nearest-3-years-md.png\")
The rapid growth of digital channels and opportunities for buyers leads to an increase in the importance of the underrated variable – the time of the message. Marketing leaders understand this.
\nThe time variable comes into play through signals, order, and speed. Today, there are technologies that allow marketers to test each pillar with high accuracy.
\nSkillful use of the time factor increases the chance of attracting the attention of the buyer and affects the spontaneous purchase and building the brand image in the long term.
\nTime plays an increasingly important role in personalized marketing as a means of continuously improving the ROI (return on investment) of marketing campaigns. Over the past few years, many marketers have started to actively use advanced data Analytics to identify the \"right\" buyers and increase profitability. But today, these still valuable practices are approaching their ceiling.
\nAs noted in a study by Bain & Company, Google Google, the rapid growth of digital channels and opportunities for buyers leads to an increase in the importance of the underrated variable until now – the time of the message. To enhance customer engagement, marketers need to know not only what current or potential customers to target, but also at what specific point. (see Table 1). Through communication, the most favorable time identified on the basis of knowledge about the behaviour of the audience and their signals, companies can more successfully develop the business through fewer or less effective advertising or expand the target audience through new segments of the audience.
\nBain & company's research was conducted on 1700 marketers from large companies from all over the world, both in B2C and B2B segments. A key objective of the study was to find an answer to the question of how marketers have benefited from the collection of data on their consumers and how much they have benefited from investment in technology. While at the regional level there are still differences in technology adoption, integration preferences, and priorities, the study revealed clear characteristics of marketers – leaders at the global level. Leaders, defined as the Top 20% in composite sales growth and market share, not only understand what customers they need to \"catch\" and what to tell them, but also understand the importance of communication with the consumer at a certain point in time and understand the role of technology in this communication process.
\nMarketers of the American coffee Corporation Keurig appreciated the importance of the time factor for the business of coffee capsules. Some people buy a month's supply of coffee capsules at once, while others buy fewer capsules once every 1-2 weeks. Interaction with the customer at the \"right\" moment to ensure always the optimal supply of capsules has a huge impact on revenue and customer loyalty.
\nPreviously, Keurig marketers used to send e-mail newsletters with special price offers and \"buy now\"promo every day. They assumed that consumers who want to buy coffee capsules would open these letters and be motivated to buy. But then the company decided to analyze the two-year history of sales, including the rate of purchase and user path in digital channels. Based on this analysis, four specific segments of buyers were identified, where the company could further test more accurate in time and different in content communication messages. For example, now the owners of new coffee machines get more information about the variety of flavors of coffee capsules than about price promotions. Since the messages in the new mailing list have become more focused on the individual buyer, Keurig collects data and increases sales, making specific branding, training programs and promotions for each individual segment.
\nToday, the right time of communication is manifested through signals, order, speed, and communication. Existing technologies allow marketers to test each of these factors almost in real time.
\nAs an example, we present a case from the market of OTC medicines. The leading company of the segment analyzed the previous search query of buyers and their buying behavior. Based on this analysis, it was found that when buyers took the drug within the first two days of the onset of the disease, they were more likely to feel pain relief and become more loyal to the brand. Google web WebMD to identify and target people whose search queries match this narrow time interval. In the end, the brand significantly increased the conversion from search to sale of its drugs, while increasing loyalty to its brand.
\nHow do the most advanced marketers see a further increase in ROI (return on investment)? According to the leaders from North America, who got into the Study, the only area where you need to invest in the next 3 years is the study and selection of buyers. (According to the study, this area exceeds the next in the responses of managers by 1.3 times). While all marketers unanimously share this goal, leaders have moved further in three directions, each of which affects their model of using the time factor.
\nFirst, they fully own the \"digital destiny\" of their brand, thanks to the control over information about consumers and the integration of marketing and advertising technologies. In particular, North American marketing leaders are 1.6 times more likely than lagging companies to prioritize the integration of their platforms, and they have a better understanding of how to implement the technology.
\nSecondly, marketing leaders have built a new corporate culture of result testing (testing to achieve results), using temporary insights obtained through the experiment to justify their marketing decisions. They encourage the use of metrics and share knowledge with marketing and sales staff.
\nThe third distinguishing feature of how marketing leaders approach the time factor is the accelerated decision-making process. They achieve this by forming an internal in-house team responsible for attracting and retaining customers/buyers. This team is responsible for budget, technology, data collection, and Analytics.
\n\n\nNote: the leaders are identified as the Top 20% of respondents based on a composite assessment of sales growth and market share, lagging is the last 20% in the ranking.
\n
Report source: Bain & Company, all about time: why your marketing can be not enough?
"},{"url":"/posts/lukoil-case/","relativePath":"posts/lukoil-case.md","relativeDir":"posts","base":"lukoil-case.md","name":"lukoil-case","frontmatter":{"title":"Lukoil case","subtitle":"Shopper connection & big data analytics [EN]","date":"2019-07-04T12:31:05.900Z","thumb_img_path":"/images/screen-shot-2019-10-04-at-15.38.29.png","content_img_path":"","template":"post"},"html":"
The project brief from Lukoil Lubricants was to develop a shopper marketing solution for their products selling through branded gasoline station stores.
\nWe had to work with the list of technically and communicationally specific SKUs of automotive liquids and oils.
\nOur team analyzed sales big data across the channels and came up with product matrixes revision, new shopper path configuration, and a brand zone connecting off-line shoppers with their digital experience, opening new gates for further ABM automations.
\nIn the end we’ve made a pilot project in real life, which lasted for two months, and measured results after that we got confirmation of double digit % sales improvement.
\nWe're making cool animations of our projects, so your company can be next.
"},{"url":"/posts/sparrow-easy-rider/","relativePath":"posts/sparrow-easy-rider.md","relativeDir":"posts","base":"sparrow-easy-rider.md","name":"sparrow-easy-rider","frontmatter":{"title":"Sparrow Easy Rider","date":"2019-10-18T11:10:10.149Z","template":"post"},"html":""},{"url":"/posts/top-10-languages-spoken-by-the-internet-today/","relativePath":"posts/top-10-languages-spoken-by-the-internet-today.md","relativeDir":"posts","base":"top-10-languages-spoken-by-the-internet-today.md","name":"top-10-languages-spoken-by-the-internet-today","frontmatter":{"title":"Top 10 languages spoken by the Internet today","date":"2019-09-18T11:11:02.100Z","thumb_img_path":"/images/sf_inbound_-top-10-languages-spoken-by-the-internet-today-md.jpg","template":"post"},"html":"![](\"/images/sf_inbound_-top-10-languages-spoken-by-the-internet-today-md.jpg\")
Today, due to the fact that there are so many languages on the Internet, the question of whether to translate a site into several languages or simply localize it remains unresolved for many site owners. For many years, English has dominated the Internet, as well as offline. However, other languages are also widely available on the Internet. The idea of using multiple languages is rapidly changing the way sites work now more than ever. Companies and individuals are simply obliged to consider the possibility of translating their sites. Moreover, there are many tools for competent translation that do not imply your knowledge of a foreign language (in one of the following articles we will review the top services). Now let's take a look at the graph below, and you will understand why this question is superactual.
\n![](\"/images/pasted-image-2.png\")
On the chart, we can see that English is the leader and occupies 25% of all Internet traffic. But if we add up the first three indicators, we get more than 50% of the Internet. Accordingly, if you have a website in Russian only, and you are ready to expand the geography of your business, translate your website into English, Chinese and Spanish. In this case, your business has a good chance to grow by about 18 times! :)
"},{"url":"/posts/to-be-in-the-stream/","relativePath":"posts/to-be-in-the-stream.md","relativeDir":"posts","base":"to-be-in-the-stream.md","name":"to-be-in-the-stream","frontmatter":{"title":"To be in the stream","date":"2019-04-11T11:07:19.000Z","thumb_img_path":"/images/sf_inbound_to-be-in-potok-1-md.png","template":"post"},"html":"On April 9-10, Moscow hosted the Potok (eng - stream) Business and innovation conference. This event was an important event in the field of digital marketing because it was the first time almost the whole day was devoted to the topics of e-mail strategy and marketing and sales automation. I couldn't stay away with the Stars & Fishes team and visited the \"Stream\" to stay in the stream of the main news of the industry. I will share some interesting insights and findings.
\n![](\"/images/sf_inbound_to-be-in-potok-1-md.png\")
At the exhibition, the audience was waiting for excellent content from significant players in the Russian market of advertising agencies, Internet platforms and SaaS solutions in the field of business process automation. GetResponse, amoCRM, myTarget, SendPulse, Zadarma, and other players talked about simple and not very simple: promotion tools, principles of segmentation, organization of virtual call centers, the importance of the client and much more. The main words of the second day of the conference were: CRM, auto, audience warming up, automation, lead, and conversion. Those who are still \"on You\" with these terms, but it is going to make online sales or even a virtual product, can get acquainted with the Internet promotion in Netology or marketing automation systems in Global Marketing School.
\nInteresting was the revelation of one of the participants that until now one of the main reasons for the low conversion of automated sales and marketing systems is a \"non-working site\". And we thought that marketers do not work well and advertising has become too expensive, but it turned out that all genius is clearly easier. The complex and ill-conceived user path on the site, or the creative concept of a web designer, clear only to him alone, or the super-strategic vision of the business owner about how a \"good site\" should look like - all this is one of the main reasons for the low conversion to purchase. So a/b testing is still extremely important.
\nRoman Kumar Vias, the founder of the Qmarketing Marketing Agency, ran through various promotion tools on the network, told some details about promotion through bloggers in Instagram and how important it is to keep the lead on Facebook to call him within 5 minutes after showing interest. And for those who look to the West, the novel has given food for thought about the popularity and effectiveness of messenger marketers in the United States. Will this trend come to Russia and how fast?
\nOne of the brightest performances was the performance of the founder of the barbershop network TopGun. He shared with the public the secrets of the success of his business and opened the ideas of his new projects to the audience. I especially remember the case with the massive promotion of TopGun brand through publications in expensive men's magazines. And this is in our \"digital age\" when no one buys gloss. But digital has played a role here, just a little differently than an advanced Internet marketer can imagine. Through these magazines, TopGun has come to the attention of an audience of major executives, to whom publishers send their top magazines in packs free of charge. Among these leaders was Oleg Tinkov, who decided to invite the owner of TopGun in the transfer of \"business Secrets\". As a result, after the release of this program and the huge number of hits on the Internet Alexey Lekontsev (founder of TopGun) has sold over 20 franchises for the month and naturally coated and blocked all the costs of gloss.
\nAnd, of course, in the best traditions of the genre, the organizers saved the main news for dessert. Oleg Basha (CEO of GetResponse in Russia) said that automation can start small, for example, with only three consecutive letters with an interval of one day after the registration of a new user. And the contribution of these three letters to the conversion is sometimes up to 70%. Then Oleg showed beautiful slides with branched \"spiders\" marketing automation. And then he casually threw a bomb into the hall, saying that 2019 promises a revolution in e-mail marketing, which will happen when the new amp technology is released. Thanks to this technology, an e-mail will actually turn into a mini-site with full content, the ability to watch and buy goods and other buns right inside the letter without clicking on the links.
\nSo we wait, and even better we run at the forefront of new marketing strategies and tools!
"},{"url":"/posts/why-automation-of-processes-in-marketing-is-inevitable/","relativePath":"posts/why-automation-of-processes-in-marketing-is-inevitable.md","relativeDir":"posts","base":"why-automation-of-processes-in-marketing-is-inevitable.md","name":"why-automation-of-processes-in-marketing-is-inevitable","frontmatter":{"title":"Why automation of processes in marketing is inevitable","date":"2019-05-23T12:02:11.000Z","thumb_img_path":"/images/sf_inbound_why-marketing-automation-is-inevitable-md.png","template":"post"},"html":"Marketing automation (not to be confused with software and remarketing)- a key technology that allows you to scale many modern marketing practices, such as segmentation, lead generation (generation of potential customers), evaluation of potential customers, relationship marketing, cross-selling and much more. Many modern businesses in the B2B and B2C segments of the US market have implemented marketing automation to manage their valuable customer relationships in real time.
\n![](\"/images/sf_inbound_why-marketing-automation-is-inevitable-md.png\")
Despite the increased popularity in recent years, marketing automation is not a new concept. According to Google Ngram Viewer, the term began to gain momentum in the late 1990s, during the same period, when there was the dot-com boom. The development of this direction has led to an increase in the number of suppliers offering tools for marketing automation, including Annuncio, Broadbase, Epiphany, current, Paragren, Revenio, SAS, Siebel and UNICA, and that's not all. After the bubble burst, only a private SAS became an independent supplier. In the mid-2000s, marketing automation became a hot topic again - much more relevant than before - and spawned a new generation of vendors such as Yeloguya (now part of Oracle), InfusionSoft, and Marketo (part of Adobe now). This was probably due to the following three trends:
\nBefore the advent of the Internet and social networks, consumers relied on sales representatives to obtain the information they needed to make an informed purchase. When consumers gained access to information on the Internet, they were able to postpone interaction with sales representatives until they knew as much as the seller (or even more). For example, consumers ' approach to buying cars today is very different from what it was just ten years ago. Today, many buyers will not go to the salon until they understand what kind of car, model and purchase price they are looking for.
\nThis shift in power distribution meant that marketers had to play a larger role in the revenue generation process, maintaining relationships with \"independent\" consumers until they were ready to buy. But this solution posed its own problem – a problem of scale. Working to manage individual conversations with hundreds of thousands - even millions - of potential customers is what made marketing automation platforms so important in the mid-2000s. Then there was literally no other way to keep up with the demands of modern marketing. As well demonstrated Lucille ball at the candy factory, attempts to implement such massive processes without the right systems quickly lead to major riots and missed opportunities.
\nPhil Fernandez, the former CEO of Marketo, wrote in his 2012 book: \"In a business of any size, especially in a company with an active presence on the Internet and social networks, interactions with customers can amount to thousands, millions or even hundreds of millions. Without the right tools to automate planning, implementation, and measurement, even the most hard-working marketer can be baffled by the complexity of the processes.\"
\nWhile some organizations are going through difficult times financially and as a result are reducing resources and staff, the leading companies recognize that growth is their key not only to survival but also to prosperity. By reorganizing their processes and investing in marketing automation technologies, these companies were able to increase sales and revenues, even with budget cuts. They refuse to put up with the widespread inconsistency between marketing and sales departments and traditional measurement tools such as spreadsheets.
\nMarketing automation tools also enabled marketers to measure the effectiveness of their marketing investments, which became critical when the digital channel raised measurement expectations (in touchpoints). With new tools, marketers can determine what works and what doesn't, and then strategically reallocate their resources to achieve higher profitability.
\nUnlike previous generations of marketing automation software, today's solutions are available through the software-as-a-service (SaaS) delivery model, meaning marketers can access the tools they need in the browser almost without IT support.This also means that the instruments can be purchased on a periodic subscription basis, so marketers can pay for them using operating budgets rather than making capital investments.
\nThese two factors were critical to the growth of marketing automation. Since marketing is unfortunately seen as a cost center in most companies, it was extremely difficult to get financial support from IT-decision makers to buy traditional solutions. By allowing companies to buy software for marketing automation, and many other services - by subscription, SaaS suppliers have eliminated the biggest obstacle to widespread distribution.
\n\n\nDuring an accelerated course on marketing automation in 2012, Carlos Hidalgo, co-founder of ANNUITAS, said: \"This is the first time in the history of B2B marketing that marketers are responsible for buying and managing their own technology.\"
\n
With the development of the marketing automation industry, companies from all sectors have bridged the gap to join the pioneers who understand technology. Today, even traditionally conservative and pragmatic companies use marketing automation - which has led to the phenomenal growth we see today.
\nKevin Lindsay, product marketing Director at Adobe, wrote in his 2017 blog, \" Why automation is Your strategic advantage in personalization wars\": \"Using artificial intelligence and machine learning to create the right and accurate consumer experience and automate scaling, brands can control simultaneously such complex buying paths that far exceed the capabilities of human marketers.\"
\nTranslation and adaptation of Lizzie funk's article.
"},{"url":"/blog/","relativePath":"blog/index.md","relativeDir":"blog","base":"index.md","name":"index","frontmatter":{"title":"Articles","subtitle":"This section contains knowledge articles and deployed cases form S&F portfolio","img_path":"images/5.jpg","menus":{"main":{"title":"Blog","weight":3}},"template":"blog"},"html":""},{"url":"/docs/","relativePath":"docs/index.md","relativeDir":"docs","base":"index.md","name":"index","frontmatter":{"title":"Welcome to Libris","menus":{"main":{"title":"Docs","weight":2}},"template":"docs"},"html":"Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed tincidunt id ante id varius. Fusce a gravida dolor.
\nSed vel arcu ac ante blandit ultricies quis eget justo. Donec et lacinia sapien, sit amet tempus ligula. Fusce et sagittis massa. Fusce mollis mollis dui eget sagittis. Suspendisse id nunc mauris.
\nSed posuere velit ut tellus mollis mollis. Fusce dictum sollicitudin odio nec convallis. Integer et magna quis ligula cursus ullamcorper. Vestibulum eu egestas magna. Proin et tempus nulla. Quisque mattis purus ut pharetra tincidunt. Nulla facilisi. Donec et nunc consectetur, auctor lacus et, dignissim neque. Suspendisse sed massa metus.
\n\nMaecenas metus justo, imperdiet vel velit et, iaculis consectetur risus. Etiam venenatis odio quis vulputate interdum. Nulla facilisi. Pellentesque nibh nibh, elementum sed mauris vel, commodo pretium magna.
"},{"url":"/posts/transformation-of-customer-service-in-your-company/","relativePath":"posts/transformation-of-customer-service-in-your-company.md","relativeDir":"posts","base":"transformation-of-customer-service-in-your-company.md","name":"transformation-of-customer-service-in-your-company","frontmatter":{"title":"Transformation of customer service in your company","date":"2019-09-23T11:39:07.400Z","thumb_img_path":"/images/sf_inbound_transformation-of-customer-service-in-your-company-md.jpg","template":"post"},"html":"In 2016, the technology Director (CTO) of the National Center for missing and exploited children (NCMEC) began exploring how employees of the organization share data within the company. He immediately noticed the problem. Data on exploited children and data on missing children were stored in separate databases, and the units to which each data set belonged did not share information.
\n![](\"/images/sf_inbound_transformation-of-customer-service-in-your-company-md.jpg\"){kind=spacer}
Since some children are likely to fall into both categories, sharing data in this way does not allow the organization to help as many children as possible. The CTO began working with both departments to create a new enterprise-wide system that combines two sets of data. Now each Department has a holistic picture of all the children NCMEC is committed to helping.
\nThe new system \"will allow our analysts to add value to the data by providing better information to law enforcement and hopefully save more children,\" says Gavin Portnoy, Vice President of strategic development and partnership at NCMEC.The data warehouses that NCMEC has encountered are common in almost every industry. This is a marketing principle which is that you have to get the right message from the right person at the right time. But to achieve this, suitable business units must also have access to certain data when they need it.
\nOrganizational bins must be brought together to exchange data between business units. Employees will be the most innovative and will offer the best ideas only when they have all the necessary data at hand.
\nHere are three best practices on how to break down these repositories and maximize your data for opportunities that improve the quality of your customer service:
\nMost organizations have a strategic vision, but in many cases how companies share and organize data across the business does not help them realize their vision.\"Consolidated data contribute to understanding,\" says Vishal Sarkar, the global leader in digital sales and service at Avanade, a leading provider of innovative digital and cloud services, business solutions and design-based developments. \"Wisdom stimulates the actions, which then stimulate the customer experience. Thus, combining disparate systems, which in the past were separate repositories, allows us to do a lot of things to improve the quality of customer service.\"
\nOrganizations should have a common data plan - one that ensures data availability across all departments and meets the specific needs of the organization's employees. The overall data plan is the basis for the unified work of all employees to achieve common goals.
\nInnovation happens when employees have all the data they need for creativity.Companies that share repositories and make relevant data available to employees are pushing them to unleash their creativity.
\n\n\n\"The days of centralized management are a thing of the past, and that's a good thing,\" says Nick Patiens, co-founder and Vice President of research at 451 Research. \"There are many opportunities to engage people and listen to what they want to do and how they want to use technology.\"
\n
Good ideas often come from the people who work most closely with the data, not necessarily from the top Manager or the relevant Department. Nick gives an example of a restaurant chain where the Department working with the company's data has made excellent suggestions on how to improve the application for the company's smartphones. What did not do marketers?
\n\n\n\"They decided what could actually be done based on incoming customer data, and made specific changes to the app, which then led to increased customer loyalty and increased sales,\" he says. \"This is one example where ideas can come from anywhere, but those who are closer to the data can influence how the company promotes its marketing and sells it.\"
\n
Strategic partners can help your company integrate its data and adopt better practices.
\nA partnership is a \"must\" in today's business world, says Dan Veich of Aetna International. \"I don't think any company can be some kind of isolated and independent island. The worlds of disparate behavior are collapsing.\"
\nPartnerships can help you combine your data into a single solution. This is a vital step for digital transformation.
\n\n\n\"We are implementing all the cloud technologies that allow us to work with your productivity tool, directly into your customer management tool, your sales tool, and marketing platforms,\" says Vishal. \"If we implement a solution, no one can say that there are several solutions. This is a single solution.\"
\n
Partnerships and integrations can empower your company and make it more flexible. The Adobe-Microsoft partnership, which combines data, content, and processes into a single solution, is just one example of how companies can deliver unique customer experience at any time and at all points of contact. Another example is the open data initiative, an Alliance between Adobe, Microsoft, and SAP designed to help companies get a complete picture of their customers in real time. These partnerships demonstrate how you can combine disparate tools and platforms and integrate them into a single system.
\nDigital transformation requires real leadership that starts with understanding what you don't know and getting help to fill those gaps.
\n\n\n\"The advice I would give to other leaders who are ready for change is to be humble, to ask for help,\" says Gavin. “Don't be afraid to look in the mirror and say, 'these are the parts of my organization or my team that I want to fix. And don't be afraid to ask for outside help. Often you think you know better than others, but you don't.”
\n
The efficient use of data requires much more than just the installation of new technology. This requires a completely new vision of how to share and integrate data across the enterprise. Sometimes you can handle these efforts within yourself, but other times you may need a strategic partner to realize your vision. Organizational silos never lead to business transformation, so implement a common data plan to better use the information in your business and provide exceptional customer experience.
\nTranslation and adaptation of the Adobe Document Cloud Team article.
"},{"url":"/docs/about/features/","relativePath":"docs/about/features.md","relativeDir":"docs/about","base":"features.md","name":"features","frontmatter":{"title":"Features","weight":2,"template":"docs"},"html":"You can add a language identifier to enable syntax highlighting in your code block. For example, to highlight the JavaScript code, specify javascript next to the tick marks before the fenced code block:
\n```javascript\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\n```\n\nThe rendered output looks like this:
\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\nOr to highlight the CSS code, specify css next to the tick marks before the fenced code block:
\n```css\nbody {\n background: #fff;\n color: #666;\n line-height: 1.66667; }\n\na {\n color: #d4a259;\n text-decoration: underline;\n -webkit-transition: background .3s ease, color .3s ease;\n transition: background .3s ease, color .3s ease; }\n\na:hover {\n color: #1d1d1d;\n text-decoration: none; }\n```\n\nThe rendered output looks like this:
\nbody {\n background: #fff;\n color: #666;\n line-height: 1.66667; }\n\na {\n color: #d4a259;\n text-decoration: underline;\n -webkit-transition: background .3s ease, color .3s ease;\n transition: background .3s ease, color .3s ease; }\n\na:hover {\n color: #1d1d1d;\n text-decoration: none; }\nThere are two types of callouts availabale in this theme, important and note.
\nYou can build tables with markdown to help you organize information. To add a table, use three or more hyphens (---) to create each column’s header, and use pipes (|) to separate each column like in the example below.
\n| Name | \nRequired | \nType | \nDescription | \n
|---|---|---|---|
| type | \nRequired | \nenum | \nThe type of the model. Must be one of - page, config, data, object | \n
| label | \nRequired | \nstring | \nThe label of the model | \n
| description | \n\n | string | \nDescription of the model. Used by some CMS. | \n
| fields | \n\n | list of objects | \nList of Field Models | \n
We’ve packed this theme with powerful features to help you have awesome documentation for your current or next project.
\nWhy not start using this theme today?
\n"},{"url":"/docs/about/","relativePath":"docs/about/index.md","relativeDir":"docs/about","base":"index.md","name":"index","frontmatter":{"title":"About","excerpt":"Libris is a Unibit theme created for project documentations. You can use it for your project.","template":"docs"},"html":"Ut quis consequat risus. Aenean ut porta ligula. Morbi id ante eu nisi suscipit maximus. Fusce ac congue quam. Nulla id elit facilisis, consequat magna vitae, scelerisque elit. Nullam lacinia elit in arcu scelerisque, ac volutpat neque sodales.
\nHere are the articles in this section:
"},{"url":"/posts/new-technologies-from-the-digital-world-that-will-bring-you-closer-to-the-customer/","relativePath":"posts/new-technologies-from-the-digital-world-that-will-bring-you-closer-to-the-customer.md","relativeDir":"posts","base":"new-technologies-from-the-digital-world-that-will-bring-you-closer-to-the-customer.md","name":"new-technologies-from-the-digital-world-that-will-bring-you-closer-to-the-customer","frontmatter":{"title":"New technologies from the digital world that will bring you closer to the customer","date":"2019-07-08T11:43:27.000Z","thumb_img_path":"/images/sf_inbound_new-digital-technology-which-bring-you-closer-to-customer-md.png","template":"post"},"html":"New technologies, which we will talk about in this article today, will push your client to the target action tomorrow. Every day there are more and more products that simplify your interaction with the client, thanks to the smartphone (voice control, the introduction of augmented reality), in addition, there are many innovative solutions outside the mobile world, which produce an extremely positive effect on business processes and have no shortcomings. Today we will analyze 4 latest trends in the world of technological breakthroughs.
\n![](\"/images/sf_inbound_new-digital-technology-which-bring-you-closer-to-customer-md.png\")
Every day the use of augmented reality technology to attract the attention of potential customers to a particular brand/product becomes more and more popular. Many world leaders in their segments have already actively and successfully implemented this tool. Timberland, IKEA, PepsiCo, flagship store Beauty Brand Cover Girl in New York with stations AR-makeup and many other companies today have their AR-solutions that increase user loyalty to the brand, thanks to the elements of gamification in a non-standard environment.Last summer at the international developer's conference Apple presented its AR-platform ARKit, which is used to create applications of augmented reality. Adobe has added support for the new \"usdz\" format to Creative Cloud Apps and Services, which allows you to edit AR images in Photoshop. Today, most Android and IOS smartphones support the augmented reality format. All of the above data suggests that ar should be acquainted as quickly as possible and closer (until you are ahead of a competitor).
\nIn the study by Pindrop 2018, based on a survey of 500 decision makers in the field of it business, it was found that 28% of enterprises have already adopted the technology of voice to improve the quality of customer service, and another 57% plan to use it in the next 12 months. In addition, 88% believe that voice technology can give them a competitive advantage in improving customer service.
\nIn 2019, the touch panels in the car are becoming more functional, and this young direction is developing very rapidly. Even today, in some countries, through the auto giant's Marketplace trading platform, adapted to the touch panels of GM (General Motors) cars, the driver can form orders and make purchases in Starbucks, Shell, Dunkin’ Donuts, TGI Fridays and others. Very soon this technological breakthrough will reach Russia.
\nIn its survey, PwC surveyed 2,500 U.S. respondents making key business decisions and found that business leaders believe that AI has the potential to become one of the fundamental tools in the Commerce of the future. In addition, 72% of respondents called artificial intelligence a business advantage.
\nIn this article, we have analyzed 4 promising digital tools that will soon become as familiar to us as, for example, an e-mail application in a smartphone. And some 20 years ago, a mobile phone was an exceptional luxury.
"},{"url":"/docs/about/overview/","relativePath":"docs/about/overview.md","relativeDir":"docs/about","base":"overview.md","name":"overview","frontmatter":{"title":"Overview","weight":1,"template":"docs"},"html":"There are two types of callouts availabale in this theme, note and important. To add a callout to your documentation simply add the following html code with class important or note. Like in the example bellow.
Copy the code and modify these blocks according to your needs.
\n<div class=\"important\">\n <strong>Important:</strong> \n This is an \"Important\" callout block of text.\n This block indicates a warning or caution. \n Use it for an important message. \n</div>\n<div class=\"note\">\n <strong>Note:</strong> \n This is a \"Note\" callout block of text. \n This block signifies a general note.\n</div>\nYou can create simple code blocks by placing triple backticks ` before and after the code block. To render a code block more readable, we recommend placing a blank line before and after code blocks.
```\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\n```\n\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\nYou can add a language identifier to enable syntax highlighting in your code block. For example, to syntax highlight JavaScript code, specify javascript next to the tick marks before the fenced code block:
\n```javascript\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\n```\n\nThe rendered output looks like this:
\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\nYou can build tables with markdown to help you organize information. To add a table, use three or more hyphens (---) to create each column’s header, and use pipes (|) to separate each column like in the example below.
\n\n| Title | Title |\n| ------| ----- |\n| Text | Text |\n| Text | Text |\n\n
| Title | \nTitle | \n
|---|---|
| Text | \nText | \n
| Text | \nText | \n
We’ve packed this theme with powerful features to help you have awesome documentation for your current or next project.
\nWhy not start using this theme today?
\n"},{"url":"/docs/getting-started/","relativePath":"docs/getting-started/index.md","relativeDir":"docs/getting-started","base":"index.md","name":"index","frontmatter":{"title":"Getting Started","excerpt":"In this section you'll find basic information about Libris and how to use it.","template":"docs"},"html":"Ut quis consequat risus. Aenean ut porta ligula. Morbi id ante eu nisi suscipit maximus. Fusce ac congue quam. Nulla id elit facilisis, consequat magna vitae, scelerisque elit. Nullam lacinia elit in arcu scelerisque, ac volutpat neque sodales.
\nHere are the articles in this section:
"},{"url":"/docs/getting-started/installation/","relativePath":"docs/getting-started/installation.md","relativeDir":"docs/getting-started","base":"installation.md","name":"installation","frontmatter":{"title":"Installation","weight":1,"template":"docs"},"html":"There are two types of callouts availabale in this theme, note and important. To add a callout to your documentation simply add the following html code with class important or note. Like in the example bellow.
Copy the code and modify these blocks according to your needs.
\n<div class=\"important\">\n <strong>Important:</strong> \n This is an \"Important\" callout block of text.\n This block indicates a warning or caution. \n Use it for an important message. \n</div>\n<div class=\"note\">\n <strong>Note:</strong> \n This is a \"Note\" callout block of text. \n This block signifies a general note.\n</div>\nYou can create simple code blocks by placing triple backticks ` before and after the code block. To render a code block more readable, we recommend placing a blank line before and after code blocks.
```\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\n```\n\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\nYou can add a language identifier to enable syntax highlighting in your code block. For example, to syntax highlight JavaScript code, specify javascript next to the tick marks before the fenced code block:
\n```javascript\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\n```\n\nThe rendered output looks like this:
\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\nYou can build tables with markdown to help you organize information. To add a table, use three or more hyphens (---) to create each column’s header, and use pipes (|) to separate each column like in the example below.
\n\n| Title | Title |\n| ------| ----- |\n| Text | Text |\n| Text | Text |\n\n
| Title | \nTitle | \n
|---|---|
| Text | \nText | \n
| Text | \nText | \n
We’ve packed this theme with powerful features to help you have awesome documentation for your current or next project.
\nWhy not start using this theme today?
\n"},{"url":"/docs/getting-started/quick-start/","relativePath":"docs/getting-started/quick-start.md","relativeDir":"docs/getting-started","base":"quick-start.md","name":"quick-start","frontmatter":{"title":"Quick Start","weight":2,"template":"docs"},"html":"There are two types of callouts availabale in this theme, note and important. To add a callout to your documentation simply add the following html code with class important or note. Like in the example bellow.
Copy the code and modify these blocks according to your needs.
\n<div class=\"important\">\n <strong>Important:</strong> \n This is an \"Important\" callout block of text.\n This block indicates a warning or caution. \n Use it for an important message. \n</div>\n<div class=\"note\">\n <strong>Note:</strong> \n This is a \"Note\" callout block of text. \n This block signifies a general note.\n</div>\nYou can create simple code blocks by placing triple backticks ` before and after the code block. To render a code block more readable, we recommend placing a blank line before and after code blocks.
```\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\n```\n\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\nYou can add a language identifier to enable syntax highlighting in your code block. For example, to syntax highlight JavaScript code, specify javascript next to the tick marks before the fenced code block:
\n```javascript\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\n```\n\nThe rendered output looks like this:
\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\nYou can build tables with markdown to help you organize information. To add a table, use three or more hyphens (---) to create each column’s header, and use pipes (|) to separate each column like in the example below.
\n\n| Title | Title |\n| ------| ----- |\n| Text | Text |\n| Text | Text |\n\n
| Title | \nTitle | \n
|---|---|
| Text | \nText | \n
| Text | \nText | \n
We’ve packed this theme with powerful features to help you have awesome documentation for your current or next project.
\nWhy not start using this theme today?
\n"},{"url":"/docs/manage-content/","relativePath":"docs/manage-content/index.md","relativeDir":"docs/manage-content","base":"index.md","name":"index","frontmatter":{"title":"Manage Content","excerpt":"In this section you'll learn how to add syntax highlighting, examples, callouts and much more.","template":"docs"},"html":"You can add a language identifier to enable syntax highlighting in your code block. For example, to highlight the JavaScript code, specify javascript next to the tick marks before the fenced code block:
\n```javascript\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\n```\n\nThe rendered output looks like this:
\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\nOr to highlight the CSS code, specify css next to the tick marks before the fenced code block:
\n```css\nbody {\n background: #fff;\n color: #666;\n line-height: 1.66667; }\n\na {\n color: #d4a259;\n text-decoration: underline;\n -webkit-transition: background .3s ease, color .3s ease;\n transition: background .3s ease, color .3s ease; }\n\na:hover {\n color: #1d1d1d;\n text-decoration: none; }\n```\n\nThe rendered output looks like this:
\nbody {\n background: #fff;\n color: #666;\n line-height: 1.66667; }\n\na {\n color: #d4a259;\n text-decoration: underline;\n -webkit-transition: background .3s ease, color .3s ease;\n transition: background .3s ease, color .3s ease; }\n\na:hover {\n color: #1d1d1d;\n text-decoration: none; }\nThere are two types of callouts availabale in this theme, important and note.
\nYou can build tables with markdown to help you organize information. To add a table, use three or more hyphens (---) to create each column’s header, and use pipes (|) to separate each column like in the example below.
\n| Title | \nTitle | \n
|---|---|
| Text | \nText | \n
| Text | \nText | \n
This is an example of the FAQ page.
\nPraesent tristique sem nec lacus laoreet laoreet. Phasellus commodo consectetur viverra. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Praesent mattis rhoncus lacus, vel maximus eros aliquet sit amet. Suspendisse condimentum non elit ac laoreet. Etiam molestie nulla nec ligula ultricies tempor. Nulla facilisi. Cras egestas accumsan nisi. Praesent elementum vehicula turpis sed imperdiet. Curabitur vel justo vitae tellus egestas auctor convallis vel ante. Mauris rhoncus finibus nulla, id rhoncus sapien hendrerit sed. Nullam malesuada mi at erat maximus, in gravida eros aliquet. Proin in enim nec enim tristique lobortis. Nulla finibus consectetur lectus eu porttitor. Vivamus venenatis, mi sit amet laoreet venenatis, augue enim efficitur justo, nec gravida lectus libero vel augue. Integer accumsan nisi lectus, eget imperdiet sem condimentum ut.
\nSuspendisse ligula massa, convallis vel turpis at, laoreet venenatis felis. Sed erat tortor, volutpat venenatis efficitur at, mollis ut arcu. Suspendisse potenti. Nulla facilisi. Suspendisse vestibulum quis mi in ullamcorper. Donec rhoncus vitae velit iaculis lobortis. Aliquam eleifend dignissim orci.
\nCurabitur quam neque, pulvinar at sagittis viverra, suscipit sed libero. Sed quis lorem feugiat, tempus metus et, tincidunt orci. Vestibulum eget justo venenatis, mollis lectus a, dictum ante. Sed nec metus mi. Fusce pretium quam vel varius aliquam. Nunc vulputate dictum ipsum, sit amet blandit dui ullamcorper sed. Pellentesque ornare arcu at consectetur pharetra. Suspendisse pellentesque euismod diam. Vivamus cursus eget tortor non ultricies.
\nNunc fringilla, est vel mattis malesuada, mauris velit tincidunt est, quis fringilla mauris felis ut sapien. Sed id sapien ex. Vivamus elementum et lectus pharetra accumsan. Curabitur viverra ante vitae velit euismod, in commodo dolor sollicitudin. Vivamus sit amet rhoncus dui, auctor malesuada ante. Phasellus lobortis fringilla magna at placerat. Maecenas nulla magna, condimentum porta tempor eu, tristique vitae nibh. Curabitur imperdiet eros quis justo luctus dapibus. Vestibulum eu ultrices felis, et lobortis urna. Aenean mollis tempus risus, at iaculis nisi rhoncus at. Phasellus eget massa pulvinar, dignissim velit aliquet, sollicitudin erat. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
\nVestibulum non sem eu dui facilisis maximus sed a diam. Proin et nulla vitae urna malesuada sollicitudin. Fusce vel enim nisi. Pellentesque tincidunt enim nec quam ullamcorper egestas. Aliquam erat volutpat. Cras in neque pulvinar augue suscipit feugiat. Vestibulum semper ipsum eu ligula imperdiet ullamcorper.
\nDonec vulputate nibh tellus, quis commodo lectus aliquet vestibulum. Morbi lobortis sem ex, in accumsan elit consectetur at. Ut dolor dui, eleifend a condimentum a, venenatis sit amet nunc. Aenean suscipit, metus sed ornare ultrices, neque felis ultrices mi, vitae gravida turpis dolor ut quam. Vivamus pulvinar eros id neque tincidunt elementum. Praesent at tristique nisl. Duis semper placerat risus, ac congue lectus varius nec.
\nAenean vitae pulvinar est, et egestas nunc. Sed pharetra mollis felis eleifend pulvinar. Suspendisse feugiat metus ex, ac gravida enim accumsan eu. Curabitur placerat leo ut urna laoreet, quis varius arcu euismod. Maecenas et pretium velit. In egestas libero sed ornare luctus. Ut ac finibus odio.
\nCras eu erat et ligula dictum feugiat at eget sem. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Praesent et justo interdum, iaculis sapien sit amet, ornare est. Duis aliquam a elit et euismod. Sed convallis vestibulum sem sit amet interdum. Sed nec lobortis justo. Mauris fringilla porta risus, et volutpat diam congue at. Nullam commodo fringilla felis ut molestie. Nam eu elit risus. Nulla ornare posuere odio, nec tincidunt nulla elementum ac. Ut viverra eros fringilla aliquet porta. Nulla venenatis enim non blandit tincidunt.
\nCras vel congue augue. Integer sodales massa quis justo consectetur, id varius quam sagittis. Fusce molestie et diam ac faucibus. Morbi ut eleifend nibh. Quisque maximus velit eget leo aliquam mollis. Sed cursus nunc vitae dignissim consectetur. Vivamus eget venenatis leo, et aliquet odio. Nam mollis lectus ante, vel volutpat nulla elementum ac. Cras ut purus leo. Integer lacus ligula, vehicula vitae felis vel, iaculis tincidunt lorem. Etiam vestibulum venenatis neque sit amet semper. Fusce suscipit ante at mi blandit, a semper urna euismod.
"},{"url":"/docs/tools/","relativePath":"docs/tools/index.md","relativeDir":"docs/tools","base":"index.md","name":"index","frontmatter":{"title":"Tools","excerpt":"See some interesting tools developed by the Libris community to help automate parts of your workflow.","template":"docs"},"html":"Ut quis consequat risus. Aenean ut porta ligula. Morbi id ante eu nisi suscipit maximus. Fusce ac congue quam. Nulla id elit facilisis, consequat magna vitae, scelerisque elit. Nullam lacinia elit in arcu scelerisque, ac volutpat neque sodales.
\nHere are the articles in this section:
"},{"url":"/docs/tools/plug-ins/","relativePath":"docs/tools/plug-ins.md","relativeDir":"docs/tools","base":"plug-ins.md","name":"plug-ins","frontmatter":{"title":"Plug-ins","weight":2,"template":"docs"},"html":"You can add a language identifier to enable syntax highlighting in your code block. For example, to highlight the JavaScript code, specify javascript next to the tick marks before the fenced code block:
\n```javascript\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\n```\n\nThe rendered output looks like this:
\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\nOr to highlight the CSS code, specify css next to the tick marks before the fenced code block:
\n```css\nbody {\n background: #fff;\n color: #666;\n line-height: 1.66667; }\n\na {\n color: #d4a259;\n text-decoration: underline;\n -webkit-transition: background .3s ease, color .3s ease;\n transition: background .3s ease, color .3s ease; }\n\na:hover {\n color: #1d1d1d;\n text-decoration: none; }\n```\n\nThe rendered output looks like this:
\nbody {\n background: #fff;\n color: #666;\n line-height: 1.66667; }\n\na {\n color: #d4a259;\n text-decoration: underline;\n -webkit-transition: background .3s ease, color .3s ease;\n transition: background .3s ease, color .3s ease; }\n\na:hover {\n color: #1d1d1d;\n text-decoration: none; }\nYou can build tables with markdown to help you organize information. To add a table, use three or more hyphens (---) to create each column’s header, and use pipes (|) to separate each column like in the example below.
\n\n| Title | Title |\n| ------| ----- |\n| Text | Text |\n| Text | Text |\n\n
| Title | \nTitle | \n
|---|---|
| Text | \nText | \n
| Text | \nText | \n
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Eget nullam non nisi est. Enim diam vulputate ut pharetra sit amet. Malesuada fames ac turpis egestas integer eget aliquet nibh praesent. Phasellus egestas tellus rutrum tellus pellentesque eu tincidunt tortor. Id leo in vitae turpis massa sed elementum. Sed elementum tempus egestas sed sed risus pretium quam. Euismod elementum nisi quis eleifend quam adipiscing vitae proin sagittis.
\nThis command installs a package, and any packages that it depends on. If the package has a package-lock or shrinkwrap file, the installation of dependencies will be driven by that, with an npm-shrinkwrap.json taking precedence if both files exist. See package-lock.json and npm-shrinkwrap.
\nTellus integer feugiat scelerisque varius morbi enim. Mattis ullamcorper velit sed ullamcorper. Risus nullam eget felis eget nunc lobortis mattis. Elementum facilisis leo vel fringilla. Sit amet venenatis urna cursus eget nunc scelerisque viverra mauris. Adipiscing elit ut aliquam purus sit amet luctus venenatis. Diam ut venenatis tellus in metus vulputate eu scelerisque felis. Dignissim convallis aenean et tortor at risus. Nulla porttitor massa id neque aliquam vestibulum morbi blandit cursus. Aliquam sem et tortor consequat id porta nibh venenatis. Vestibulum morbi blandit cursus risus at ultrices mi tempus imperdiet. Cras sed felis eget velit aliquet sagittis. Adipiscing diam donec adipiscing tristique risus nec feugiat in fermentum.
\nNon diam phasellus vestibulum lorem sed risus ultricies. Rhoncus est pellentesque elit ullamcorper. Morbi tincidunt augue interdum velit euismod in pellentesque massa placerat. Pellentesque dignissim enim sit amet venenatis. Nisi scelerisque eu ultrices vitae auctor. Metus aliquam eleifend mi in nulla. Accumsan sit amet nulla facilisi morbi tempus iaculis. Sit amet mattis vulputate enim nulla aliquet. Tempor orci dapibus ultrices in iaculis nunc sed augue lacus. Nunc mi ipsum faucibus vitae aliquet nec ullamcorper. Sit amet risus nullam eget felis eget nunc lobortis.
\nTellus integer feugiat scelerisque varius morbi enim. Mattis ullamcorper velit sed ullamcorper. Risus nullam eget felis eget nunc lobortis mattis. Elementum facilisis leo vel fringilla. Sit amet venenatis urna cursus eget nunc scelerisque viverra mauris. Adipiscing elit ut aliquam purus sit amet luctus venenatis. Diam ut venenatis tellus in metus vulputate eu scelerisque felis. Dignissim convallis aenean et tortor at risus. Nulla porttitor massa id neque aliquam vestibulum morbi blandit cursus. Aliquam sem et tortor consequat id porta nibh venenatis. Vestibulum morbi blandit cursus risus at ultrices mi tempus imperdiet. Cras sed felis eget velit aliquet sagittis. Adipiscing diam donec adipiscing tristique risus nec feugiat in fermentum.
"},{"url":"/docs/ui-components/","relativePath":"docs/ui-components/index.md","relativeDir":"docs/ui-components","base":"index.md","name":"index","frontmatter":{"title":"UI Components","excerpt":"To make it easy to write documentation in plain Markdown, most UI components are styled using Markdown elements with few additional CSS classes.","template":"docs"},"html":"Ut quis consequat risus. Aenean ut porta ligula. Morbi id ante eu nisi suscipit maximus. Fusce ac congue quam. Nulla id elit facilisis, consequat magna vitae, scelerisque elit. Nullam lacinia elit in arcu scelerisque, ac volutpat neque sodales.
\nHere are the articles in this section:
"},{"url":"/docs/ui-components/typography/","relativePath":"docs/ui-components/typography.md","relativeDir":"docs/ui-components","base":"typography.md","name":"typography","frontmatter":{"title":"Typography","weight":1,"template":"docs"},"html":"This is a paragraph. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vestibulum this is link, feugiat vitae, ultricies eget, tempor sit amet, ante. Donec eu libero sit amet quam egestas semper. Aenean ultricies mi vitae est. Mauris placerat eleifend leo. Quisque sit amet est et sapien ullamcorper pharetra. Vestibulum erat wisi, condimentum sed, commodo vitae, ornare sit amet, wisi.
\nLorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero.
\nLorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero.
\nQuisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida, diam sit amet rhoncus ornare, erat elit consectetuer erat, id egestas pede nibh eget odio. Proin tincidunt, velit vel porta elementum, magna diam molestie sapien, non aliquet massa pede eu diam. Aliquam iaculis.
\n\n\n“How well we communicate is determined not by how well we say things, but how well we are understood.” ― Andrew Grove
\n
\n\n“Always code as if the guy who ends up maintaining your code will be a violent psychopath who knows where you live” ― John Woods
\n
Blocks of code are either fenced by lines with three back-ticks, or are indented with four spaces.
<!-- Some example CSS code -->\nbody {\n color:red;\n}\nif (condition) {\n code to run if condition is true\n} else {\n run some other code instead\n}\n| Header content 1 | \nHeader content 2 | \n
|---|---|
| Body content 1 | \nBody content 2 | \n
| Footer content 1 | \nFooter content 2 | \n
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec ut nulla laoreet, finibus purus sit amet, ullamcorper felis. Aliquam sagittis consectetur ullamcorper. Ut dapibus ex a nibh euismod tincidunt. Vestibulum quam velit, placerat vel ipsum eget, vulputate aliquet nibh. Cras hendrerit, justo a sagittis pharetra, ante elit imperdiet quam, eget euismod mauris lacus at eros. Sed et est interdum leo ultricies feugiat non non est. Aenean sit amet sollicitudin tellus, at pellentesque massa. Vestibulum dapibus magna quis dui ultrices vestibulum.
\nSuspendisse hendrerit maximus metus in placerat. In ligula magna, efficitur sed ultrices non, iaculis ut ligula. Sed finibus efficitur cursus. Proin quis molestie purus. Vestibulum ut magna eget tortor tempor egestas eget eu orci. Integer porta cursus rutrum. Quisque porta suscipit sem, et tincidunt felis malesuada vel.
\nDonec eget tellus magna. Duis eu metus sem. Donec nec ullamcorper dui. Phasellus turpis mauris, lacinia ac imperdiet eu, dapibus eu metus. Vestibulum porta lectus vel dui eleifend pretium. Nulla facilisi. Nam luctus quam at velit congue tincidunt. Ut tempus justo at urna varius commodo.
\nVestibulum maximus volutpat eros a lobortis. Duis cursus neque id sollicitudin vehicula. Morbi varius dapibus est, sed bibendum diam aliquam eu. Morbi maximus consequat sem id vestibulum.
\nNam semper, augue pharetra commodo commodo, magna augue ornare ligula, ut gravida nisi nulla vel velit. Quisque tincidunt posuere ex eget luctus.
\nSed a dui in turpis porttitor hendrerit quis id odio.
"}],"site":{"siteMetadata":{"title":"Stars & Fishes portal","palette":"blue","palettes":{"blue":{"sass":{"accent1":"#00c6ff","accent2":"#0072ff"}},"green":{"sass":{"accent1":"#12db5d","accent2":"#11998e"}},"navy":{"sass":{"accent1":"#004e92","accent2":"#000428"}},"violet":{"sass":{"accent1":"#8e2de2","accent2":"#4a00e0"}}}},"pathPrefix":"","data":{"author":{"name":"Denis Lelin","email":"den@sfmt.pro","avatar":"/images/den_userpic.png"},"footer":{"content":"© Stars & Fishes. All rights reserved.","links":[{"new_window":true,"text":"Built with Gatsby.js. Deployed on Netlify. ","url":"https://www.starsfishes.com"}],"has_social":true},"header":{"title":"Stars & Fishes portal","logo_img":"","url":"","has_nav":true},"menus":{"main":[]},"social":{"links":[{"type":"instagram","title":"Instagram","icon":"fa-instagram","url":"https://www.instagram.com/stars_and_fishes"},{"type":"github","title":"GitHub","icon":"fa-github","url":"https://github.com/starsandfishes"},{"title":"facebook","icon":"fa-facebook","url":"https://facebook.com/s.a.f.moscow"}]}}},"menus":{"main":[{"page___NODE":"6050a3ee-c35e-51b7-8ae6-ba38ad05aba4","id":"menu-main-index","identifier":"main-index","title":"Home","weight":1,"url":"/","items":[]},{"page___NODE":"f3720233-9de9-5d13-87f5-b8ae97ef9964","id":"menu-main-showcase","identifier":"main-showcase","title":"Showcase","weight":1,"url":"/showcase/","items":[]},{"page___NODE":"c1ea8307-2765-5702-8b92-c9ed4998cb0d","id":"menu-main-docs-index","identifier":"main-docs-index","title":"Docs","weight":2,"url":"/docs/","items":[]},{"page___NODE":"0be9d0fe-6443-5839-9134-a45724f4eb24","id":"menu-main-blog-index","identifier":"main-blog-index","title":"Blog","weight":3,"url":"/blog/","items":[]}],"layouts":[{"page___NODE":"f3720233-9de9-5d13-87f5-b8ae97ef9964","id":"menu-layouts-showcase","identifier":"layouts-showcase","title":"Showcase","weight":"","url":"/showcase/","items":[]}]}}}