Another speaker at this year’s ROMI was Oleg Lyubarets, Chief Marketing Officer with a data-driven approach and product expertise from ex-AUTODOC, ex-Rocket, ex-Liki24, and ex-MOYO. During his speech, Oleg shared valuable insights and practical cases that will help marketers use data to make effective decisions and stay up-to-date with the latest digital marketing trends.

 According to a VRK study, the share of digital marketing in the total marketing budgets of Ukrainian companies is growing rapidly. While previously the advantage was on the side of traditional channels (television and outdoor advertising), the situation has changed dramatically since 2021. Despite the reduction in overall marketing budgets, the share of digital marketing continues to grow, as it allows more effectively reaching the target audience during a crisis. In particular, the share of performance marketing has significantly increased.

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As we can see, the crisis has forced companies to review their strategies and focus on more productive channels. However, the question of optimal marketing budget use remains open. Today, experts are seeking answers to such questions:

Thanks to precise analytical tools, it is possible to measure the effectiveness of each advertising campaign, optimize expenses, and make informed decisions. The experience of recent years has shown that digital marketing allows the fastest and most accurate delivery of value proposition to the target audience. This is especially relevant in conditions of limited budgets when every hryvnia must work towards results.

Many will say that the See-Think-Do-Care funnel is not particularly new. Indeed, Google popularized it a few years ago. But how to apply this seemingly simple strategy in practice? The model offers four stages of customer interaction:

• See,
• Think,
• Do,
• Care. 

In the first stage, we build brand awareness, in the second — we encourage potential customers to think about our product, and in the third — we push them towards purchase. By distributing marketing channels across these stages, we get a clear plan.

Although the Care stage is also important, we’ll refer it to post-sales service, as it is more connected with internal business processes.

Marketing expenses can be significantly optimized if you correctly assess the market situation. If your product is unknown, you’ll have to invest in its promotion through media campaigns, influencers, and other tools. If your product already has some popularity, you can focus on targeted advertising to most effectively reach the target audience and reduce costs. But if there are strong competitors in the market, you can leverage their marketing efforts.

Direct marketing and affiliate marketing are direct impact tools, but their effectiveness depends on audience trust, which is formed through interaction with various channels: from onboarding, activation to sale or resale and upsell, etc.

It’s worth noting that each business is unique, so the marketing strategy should be individual. Although the CPO (cost per order) indicator is quite important, it should not be the only criterion. Only a deep audience analysis will help identify its segments and touchpoints that will bring the highest return.

A deep study of unit economics allows breaking down the business into components and understanding which elements affect profitability. At MOYO, they conducted a detailed analysis for different business segments. In particular, an interesting behavior pattern was observed in the Apple segment. It turned out that customers who ordered delivery most often paid in cash. This seemingly insignificant detail had a significant impact on marginal revenue, as the company saved on interchange. Based on these data, the tactics were adjusted and the offer was adapted to stimulate customers to choose address delivery. This allowed improving unit economics and optimizing expenses.

Let’s look closer at the customer path to conversion. We have the opportunity to track each user’s step, starting from the moment they learn about our product (awareness) and ending with their interaction with the product (performance). If we have physical stores, we can analyze customer behavior and after-sales service. Understanding these stages allows identifying weak points (gaps) in the sales funnel.

Imagine that advertising campaigns successfully increase brand awareness and increase website visitors, but do not contribute to sales growth. This means the problem is not in customer acquisition, but in what happens after the site visit. Perhaps the site has a poor structure, loads slowly, or does not contain sufficient product information.

“Analyzing brand health indicators of Rocket and Glovo, we can see that although the level of brand awareness was similar, the conversion to the ‘Try’ stage at Rocket was lower. To solve this problem, we expanded partnership programs, particularly with McDonald’s and Visa. Thanks to this, we managed to increase trust in the Rocket brand and significantly reduce the cost of attracting new customers at the ‘Try’ stage,” Oleg Lyubarets noted.

Another example is the matrix analysis method, which plays a crucial role in resource allocation and prioritizing business development. It allows a detailed breakdown of revenue into components and understand which aspects of the business require the most attention.

To ensure revenue growth, we needed to understand how to increase the number of customers and average check. By analyzing the customer portfolio structure, we had to determine which attraction channels were most effective and which products brought the most revenue. Based on these data, we could make strategic decisions: increase marketing budget to attract new customers, implement loyalty programs to stimulate repeat purchases, or develop new products. This approach allowed optimizing resource use and achieving maximum results.

Analyzing the dynamics of installs, new and repeat purchases, we could clearly see how the introduction of paid delivery affected various business aspects. First, this led to a significant decrease in new orders, which in turn negatively affected overall growth dynamics. However, thanks to previous work on loyalty programs and stimulating repeat purchases, the company managed to maintain business stability. This case emphasizes the importance of a balanced approach to attracting new and retaining existing customers.

In difficult times, it’s easy to get lost searching for quick solutions. However, long-term success depends on the company’s ability to adapt and find innovative approaches. Instead of copying standard strategies, focus on what makes your business unique. Find a niche that will allow you to stand out in the market and ensure sustainable development.

By investing in automation and data analysis today, companies can gain a significant competitive advantage in the future. Deep customer understanding allows not only to qualitatively satisfy their needs but also to anticipate them. This contributes to loyalty growth, increasing average check and the number of positive recommendations. Unlike competitors focusing on short-term results, you are building a long-term, data-driven strategy. And this is what distinguishes successful companies from others.

Conclusion

Digital marketing has become the primary tool for most modern companies. It allows achieving greater efficiency through targeted advertising, analytics, and automation. The market is constantly changing, so digital marketing professionals must be ready to adapt their strategies.