Building connectionsThe material is based on the excellent article “Codes of Masculinity: How to Sell to Men by Appealing to Identity and Values” by Andrey Potapov, co-founder of the Signal expert lab , and Olga Kovalenko, a Signal researcher. In the article, the authors clearly show that brands need to understand this evolution and use exactly those signs, codes, and meanings that will resonate in the hearts of the audience.
To understand a category like masculinity, you need to decode it. In the same way, you can decode femininity, safety, success, beauty, health, pleasure, and so on. By understanding the codes, brands gain a superpower: the ability to integrate into culture, appealing to relevant archetypes and human identity.
The company must combine analytics across all channels and romania cell phone number list create cross-functional teams that bring together all related departments: for example, creative, content, and social media. This creates a kind of "greenhouse": employees from similar areas work with common KPIs. They have common principles for budget allocation, quality, and speed of campaign development.
It’s also important to combine internal and external sources of online audience data to better understand users, automate marketing messages, and develop, test, and customize ads faster.
3. From Integration to Multi-Factor Marketing:
At this stage, technologies are integrated into the entire structure of the company and are managed flexibly. The company tracks the effectiveness of each channel, analyzes all steps to purchase, increases sales through personalized marketing and reduces costs through automation.