To harness this potential, you need to ensure that your products and services are optimized so that ChatGPT can recommend your company effectively. Neglecting this strategy means missing out on the chance to be visible to millions of prospective customers each month. Optimizing for ChatGPT is not very different from traditional SEO – it involves a mix of best practices tailored to improve how ChatGPT ranks and recommends websites.

While ChatGPT doesn’t index content in real-time yet, and some responses may still be inaccurate, its influence is growing. At times, over a quarter of responses might be incorrect or misleading, which shows that there’s room for better optimization so that your brand is accurately represented.

Let’s see what Chat GPT’s responses look like to a user’s request:

And now let’s make it more specific:

Key Factors for ChatGPT Recommendations

The key to improving your visibility with ChatGPT lies in enhancing the credibility, relevance, and visibility of your brand. Here are the factors that ChatGPT considers when recommending businesses:

1. Brand Mentions: How often your brand is mentioned across the web plays a critical role. More mentions often indicate greater relevance and popularity.
2. Positive Reviews: Reviews significantly influence the credibility of your brand. Make sure you gather and showcase positive customer testimonials.
3. Relevance: It’s important to have positive mentions across credible platforms, such as industry blogs, comparison websites, and trusted forums.
4. Recommendations from Other Sites: Backlinks from respected websites are an important indicator of authority, adding weight to the likelihood of your brand appearing in ChatGPT’s recommendations.
5. Authority Signals: A strong social media following, high domain authority, and engagement rates are indicators that help establish trust and authority in the eyes of AI tools.

In his article on promoting a site for Chat GPT, marketer Neil Patel provides the following statistics for the factors that influence Chat GPT responses:

Understand User Intent

To increase your chances of being featured, it’s crucial to understand user intent. You should anticipate the types of questions or queries potential customers might have and create content that provides accurate and relevant answers. Traditionally, SEO experts achieved this through keyword research. However, in the context of ChatGPT, it’s helpful to start with conversations inside your own company, especially with customer-facing teams like sales and customer support. This will help you understand:

1. What problems do users want to solve when searching for products or services like yours.
2. The questions customers ask during the sales process.
3. Queries and needs that arise in the early stages of their engagement.

Combining this internal knowledge with data-driven keyword research can help you craft content that’s genuinely helpful and tailored to user needs.

Optimize Content Structure and Quality

For better visibility through AI-driven searches, you need to focus on well-structured, optimized content. Use relevant keywords strategically, ensuring they are integrated into key SEO elements such as titles, meta descriptions, headings, and throughout your page content.

Consider focusing on:
– Product/service pages: Optimize these for direct and relevant keywords.
– Competitive comparison pages: Showcase how your offering stands out.
– Case studies: Demonstrate proof of success.
– Local pages: If you have multiple locations, optimize individual city pages.

Adding more content pages without overwhelming visitors is crucial—using design solutions like accordion-style elements can help keep your site visually organized.

Comprehensive and Authoritative Content

The more detailed and comprehensive your content is, the higher the chances are of being included in ChatGPT’s responses. Creating in-depth content that answers a wide array of questions related to your industry shows authority. Make sure each page meets a quality threshold: avoid having any indexable pages that are too brief, as “thin content” can harm your rankings.

Schema Markup and Structured Data

Using schema markup, such as JSON-LD, provides structured data that search engines and AI platforms like ChatGPT can use to better understand your content. This is particularly helpful for businesses that sell products, offer recipes, or operate in local markets. Adding structured data can increase your chances of being featured as a rich snippet, thereby increasing visibility. We have a detailed article where we explain everything about schema markup.

Optimize for Featured Snippets

Featured snippets are critical to gaining visibility. Aim to craft content that directly answers user questions in a clear, concise way. Featured snippets often provide straightforward, valuable information at the top of search results.

Effective Use of Headings and Content Organization

Organizing your content using well-defined headings and subheadings helps both users and search engines navigate more effectively. Use concise headings that clearly describe the information in each section—this practice aids SEO and enhances user experience.

Implement On-Site Search Features

Adding an internal search feature helps users navigate your site efficiently and find the information they need. While it’s unclear if this impacts AI-enhanced search directly, it’s still good practice for improving the overall user experience. A site search feature also provides useful insights into what users are looking for, informing future content creation strategies.

User Behavior Monitoring

To fine-tune your approach, keep an eye on user behavior. Tracking metrics like bounce rates and time spent on each page can offer insights into how users interact with your content. Using tools like heatmaps (e.g., Microsoft Clarity, Lucky Orange, or Smartlook) helps identify what elements are most engaging and how you can make further improvements.

Promote Your Website Across Channels

Leveraging multiple marketing channels is vital. Promoting your website through social media, content campaigns, and consistent SEO efforts will bring more traffic, increasing your chances of appearing in AI-assisted search results like ChatGPT. It’s not only about producing good content but ensuring people see it.

Final Thoughts: Stay Ahead in AI-Driven Searches

Optimizing for ChatGPT requires a combination of high-quality content, technical enhancements, and effective promotion. While it’s not an exact science yet, it is clear that becoming a trusted answer to user queries involves building brand authority and providing valuable, relevant information.

In conclusion, staying proactive and continually improving your website for AI tools like ChatGPT will help secure your brand’s visibility as these tools evolve. Focus on building meaningful, informative, and optimized content, while promoting your brand effectively to meet the needs of the future of AI-driven searches.

AI for PPC management can revolutionize your digital marketing approach, from keyword research and ad creation to campaign optimization and reporting. However, should you let AI fully automate your PPC campaigns? Not so fast.

In this article, we’ll explore how to leverage AI tools for efficient PPC campaign management while maintaining the essential balance with human oversight.

AI for PPC Management: An Overview

Before integrating new tools into your tech stack, it’s crucial to understand their potential impact on your workflow and team. Here are some top benefits of AI tools:

Save Time: AI tools can process large datasets in seconds, freeing up countless hours for higher-level tasks such as strategy development.

Optimize Automatically: AI tools can identify areas for improvement, such as ad copy, creative elements, or landing pages, enhancing your campaign performance.

Scale Campaigns: Unsure which PPC campaigns to scale and when? AI tools can identify top-performing ads and expand their reach effectively.

Reduce Unnecessary Ad Spend: AI tools can pinpoint underperforming keywords, helping you maximize your return on ad spend (ROAS).

Choosing the Right AI Tools for PPC

With numerous AI tools available for PPC, where should you start?

First, identify the areas where your team needs the most support or improvement. For instance, if you have a small in-house creative team with limited time for ads, prioritize AI-powered creative tools to enhance efficiency.

Next, consider starting with built-in tools. Google and Meta offer AI tools for everything from audience targeting to creative development, allowing you to test AI capabilities without additional costs.

After experimenting with these built-in tools, focus on workflow areas that still need improvement. Invest in third-party tools to further enhance your campaign metrics.

Balancing AI with Human Oversight

AI tools can automate many aspects of PPC, but human oversight remains essential. Regular campaign checks by you, your team, or a trusted PPC agency are crucial.

“Like all marketing and PPC tools, even the latest AI tools should assist the human team rather than lead the way,” says Rambod Yadegar, President of HawkSEM. “A team that understands the human element and audience needs should guide the strategy, messaging, and landing page experience. From there, AI tools improve efficiency.”

Use AI for data processing tasks and rely on human oversight for strategic decisions. “AI excels at analyzing big data,” explains Mateusz Calik, CEO of Delante. “It minimizes human error when dealing with extensive data sets. We use AI for real-time bidding and segmentation, while strategy and brand aspects remain in our hands.”

Developing Strategies and Managing PPC Campaigns with AI Tools

To predict your ad campaigns’ performance before launch, use AI for PPC forecasting and strategy, maximizing your advertising budget.

Adzooma

Adzooma is a PPC management platform for Facebook, Google, and Microsoft campaigns, functioning as a virtual assistant for PPC strategy and automated management. It audits PPC accounts, identifies areas for improvement, and recommends optimizations, ensuring ads follow best practices and reducing unnecessary ad spend.

ConversionIQ

ConversionIQ (CIQ), HawkSEM’s proprietary tool, monitors and analyzes conversions, tracks the buyer’s journey, and optimizes campaigns for higher ROAS. Its predictive features highlight performance trends, growth signals, and account anomalies, aiding data-driven decisions.

Optmyzr

Optmyzr is a comprehensive PPC management platform for Google, Facebook, Microsoft, and Amazon ads. It uses AI to optimize every campaign element, from budget projections to automated bid management, maximizing ROAS and ensuring wise spending.

Performing Keyword Research and Optimization

If your PPC keyword research feels like guesswork, AI-powered tools can streamline the process, recommending keywords and suggesting groups for better account structure.

Google Ads Keyword Planner

A free tool, Keyword Planner generates keyword ideas and search volumes, helping you target the right keywords. Use competition levels and bid estimates to gauge performance and the forecast tool to estimate clicks and conversions.

PromoNavi

PromoNavi generates relevant keyword ideas based on long-tail variations and autocomplete queries, organizing them into prebuilt groups. You can launch Google search campaigns directly from PromoNavi and monitor top-performing keywords with automated reports.

Semrush PPC Tool and PLA Research Tools

Semrush’s AI-powered tools simplify running Google search and Shopping ads. The PPC Keyword Tool groups keywords and estimates search volume, competition, and CPC for effective planning. The PLA Research Tool analyzes product listing ads, providing data for creating high-performing Shopping ads.

By integrating AI tools with human expertise, you can enhance your PPC campaigns, ensuring efficient management and strategic oversight.

Google Analytics is a powerful tool for tracking and reporting web traffic, and it’s the most widely used analytics tool available. In 2019, Google launched a new version called GA4, which has significantly changed how we view our traffic. If you plan to launch PPC advertising or SEO for your website it’s must-have thing to setup goals and tracking first.

So, what’s different? Quite a bit, and not just the interface.

In this guide, we’ll break down some of these changes in simple terms and provide a quick tutorial on setting up one of the most common conversions: a destination goal.

What’s New in GA4

You’ll notice many familiar features from the previous version, Google Analytics Universal, plus some new ones. You can still see the current number of active users on your site and several familiar cards that Google deems important. However, the menu on the left is where you’ll start to notice significant differences. Understanding how GA4 operates compared to previous versions is crucial.

In GA3, the core reporting was based on the Acquisition-Behavior-Conversion (A-B-C) model, which shaped much of your general reporting. Traffic sources were found in the Acquisition tab, user activities like page views were in Behavior, and goals were in Conversions. Universal Analytics relied on page views and sessions, and every user interaction was called a “hit.”

GA4, on the other hand, is entirely event-based. All previous hit types are now counted as events.

If you’ve used Analytics before, you’re probably familiar with event tracking, which involved Category, Action, Label, and Value. These components were often hardcoded or implemented via Google Tag Manager to track actions like video plays or document downloads, which were crucial but sometimes complex to set up.

Now, many of these events are automatically measured in GA4. Each event comes with a range of built-in parameters.

For instance, in the Events tab in GA4, you can see a list of tracked events. While GA4 tracks numerous events, only those triggered on your site will appear here. You can easily mark these events as conversions, but indiscriminately doing so could mismanage your campaigns.

Instead, you need to define parameters—additional information that adds context to an event. For example:

• A page view event is triggered each time a page loads.
• Parameters for this event could include Page Location or Page Referrer.

This event-and-parameter system is fundamental to GA4 and essential for setting up your goals.

How to Create Goals in GA4

You can create goals in GA4 in two ways:

1. Using Google Tag Manager
2. Directly in the GA4 dashboard

We’ll set up our goals directly in the dashboard under the Events tab.

1. Navigate to “All Events.”
2. Select your preferred GA4 property.
3. Click “Events.”
4. Click “Create Event.”
   
   
5. In the new window that appears, click “Create.”
   
   
6. Add your parameter and give your event a name.
7. Under Matching Conditions, select your parameter from the dropdown. For a destination goal, choose the page_location parameter.
8. Select your operator. We will use “Contains (ignore case).”
9. Enter the value, such as the ending text of your destination URL (e.g., “thanks”).
10. Click “Create” in the upper right-hand corner.
    
    
11. Your goals will now be listed under Custom Events.

Important: Even though you’ve created a custom event, it won’t appear as an existing event until it is triggered. Once triggered, you can mark it as a conversion.

Remember, once the event occurs—like someone filling out your “Contact Us” page—you need to go back into GA4 and mark it as a conversion. Once established, you can view the results in the Conversions tab (under Reports > Engagement).

Contextual advertising stands out as the most efficient and rapid method to test your concept and drive sales for your online store. However, many advertisers shy away from utilizing this tool due to either a lack of understanding or apprehension regarding advertising costs. Drawing from our extensive experience, I can confidently affirm that contextual advertising has remained the optimal choice for swiftly validating your ideas for over a decade.

To ensure the effectiveness of your ad campaign and prevent unnecessary expenses, it’s crucial to steer clear of the most prevalent setup errors. In this article, I will outline the ten most common mistakes in contextual advertising for eCommerce and provide insights on how to evade them.

Several mistakes commonly waste budget on Google Ads for eCommerce projects:

1. Broad Match Keywords: Using broad match keywords without proper negative keyword management can lead to your ads showing up for irrelevant searches, resulting in wasted clicks and budget.A surge in traffic isn’t always advantageous, particularly in PPC advertising where you foot the bill for every click. To avoid squandering your budget on irrelevant clicks, it’s essential to have a clear grasp of which keywords are pertinent and which ones are best to avoid for now. Utilizing the Google Keyword Planner tool can help you pinpoint relevant keywords. Additionally, employing exact or phrase match types ensures that the search queries align closely with your intended audience. 

   
   Here’s how it works in practice: If we opt for the broad match keyword “toyota service,” our ad could potentially appear for any search queries closely related to any of the words within the phrase. Conversely, by using the exact match [toyota service], our ad will exclusively show up for that specific search query.

2. Lack of Geographic Targeting: Not properly targeting your ads geographically can result in your ads being shown to users outside your target market, leading to inefficient spending.
   For improved conversion rates, it’s crucial to tailor your geotargeting settings to your delivery areas. If your delivery is limited to specific regions or countries, it’s wise to focus your targeting accordingly and avoid including areas outside of your service range. Furthermore, it’s beneficial to analyze your advertising campaigns over time to identify the geolocations that yield the highest conversion rates, while discontinuing those that perform poorly.We recommend delving into our article on optimizing Google My Business for further insights.
   
3. Failure to Utilize Ad Extensions: Neglecting to use ad extensions such as sitelinks, callouts, and structured snippets can limit the visibility and effectiveness of your ads, potentially reducing their click-through rates and wasting ad spend.
   
   Google Ads, renowned for its efficacy among small and medium-sized businesses, particularly in e-commerce, offers a plethora of advertising opportunities to enhance efficiency. Novice advertisers often struggle due to underutilization of the platform’s capabilities, typically tapping into only 10-20% of its potential. Leveraging options such as ad extensions and dynamic inserts can significantly enhance the visibility and effectiveness of your ads. It’s essential not to overlook the opportunities presented by advertising systems.
4. Not Leveraging Remarketing: Forgetting to implement remarketing campaigns to target users who have previously visited your website can lead to missed opportunities to re-engage interested prospects and convert them into customers.
   Remarketing is a powerful tool for reengaging potential customers who have previously visited your site, potentially recapturing up to 80% of lost prospects. Setting up remarketing audience collection promptly enables you to expand your customer base and boost sales. Additionally, establishing automated email marketing funnels from the outset can yield further benefits.
5. Poor Quality Score Management: Ignoring quality score optimization can result in higher costs per click (CPC) and lower ad positions, reducing the efficiency of your advertising budget.
   Quality Score hinges on the quality of your ads, page relevance, and well-selected keywords. Click costs and advertising effectiveness are directly influenced by your Quality Score level. Monitoring this indicator within your account or through third-party services like tenscores.com is crucial for optimizing your campaigns.
6. Overlooking Mobile Optimization: Failing to optimize ads and landing pages for mobile users can lead to poor user experience and wasted ad spend, considering the significant portion of eCommerce traffic that comes from mobile devices.
   Mobile traffic and sales have surpassed desktop figures, underscoring the importance of mobile optimization. If your website isn’t user-friendly on mobile devices, you risk losing potential customers. Ensuring easy navigation, comprehensive product descriptions, reviews, and multimedia elements are essential. Remember, success isn’t solely determined by pricing.
7. Ineffective Ad Copy: Writing uninspiring or irrelevant ad copy can result in low click-through rates (CTR), reducing the effectiveness of your ads and wasting budget on underperforming campaigns.
   As previously emphasized, maximizing the effectiveness of your ads requires leveraging all available opportunities within advertising systems. Invest time and effort into personalizing your ads with dynamic inserts, timers, special offers, and incorporating reviews to bolster engagement and conversions.
8. Ignoring Ad Scheduling: Not optimizing ad scheduling to show your ads during peak times when your target audience is most active can lead to inefficient spending and missed opportunities for conversions.
   
   Optimizing ad timing involves a nuanced understanding of user behavior, distinguishing between browsing and purchasing phases. For instance, sales may dip during nighttime when immediate customer support is unavailable, yet browsing activity remains high. Focus on optimizing ad schedules based on performance trends to achieve optimal results.
9. Not Monitoring Search Terms: Failing to regularly review search terms triggering your ads can result in wasted spend on irrelevant clicks, especially if negative keywords are not added promptly to filter out irrelevant traffic.
   Differentiating between search queries and keywords is imperative. While keywords are specified in ad settings, search queries represent what users actually input into search engines. Reviewing search query reports allows you to add relevant queries as keywords and exclude irrelevant ones as negatives, enhancing site traffic relevance and boosting conversion rates.
10. Skipping Conversion Tracking: Neglecting to set up proper conversion tracking can make it challenging to measure the effectiveness of your campaigns and optimize them for better performance, potentially resulting in wasted budget on underperforming ads.

    Above all, we strongly advise against running advertising campaigns without pre-configured tracking. Without tracking, you risk spending your budget blindly, lacking insights into campaign performance and allocation. Implementing robust tracking mechanisms from the outset is paramount for informed decision-making and maximizing ROI.

By avoiding these common mistakes and implementing best practices in your Google Ads campaigns, you can ensure that your eCommerce projects make the most of your advertising budget and drive meaningful results.

What behavioral strategy should companies adopt when facing online hate? Effective recommendations and proven tactics that yield results.

In contemporary times, social media platforms serve as a prominent platform for societal opinions. It’s no surprise, as online consumer feedback significantly influences a company’s overall reputation. While positive comments may not pose issues, it’s crucial to adeptly handle negative feedback to avoid serious repercussions such as cancel culture.

Before delving into how to address online hate, it’s essential to define what constitutes it.

What Constitutes Brand Hate Online

Online hate encompasses any speech or expression that fosters or advocates hatred, disgust or dislike towards any entity or individual.

Typically, hate manifests as unconstructive criticism, finding refuge within the anonymity of social networks and the internet at large. Essentially, hate thrives as consequence-free animosity, allowing aggressors to evade accountability for their words.

Signs of Hate on social networks

This phenomenon exhibits distinct characteristics, including:

• Lack of constructiveness or insufficient constructive criticism.
• Appeal to emotions over logic.
• Personal attacks.
• Unethical behavior.
• Employment of manipulative tactics.

These indicators highlight various reasons behind criticisms of a company or brand:

1. Publications inadvertently attract the ire of a hater.
2. The hater identifies aspects of the brand that personally offend them, prompting angry reactions.
3. Trolls, a specific category of web users, intentionally post offensive content to instigate controversy, functioning as provocateurs.
4. The company’s missteps contribute to criticism directed towards it.

However, is hate always detrimental? Not necessarily. Consider the following:

• Hate can drive quality improvement efforts by highlighting consumer preferences and dislikes.
• Skillful handling of criticism can enhance customer loyalty, demonstrating responsiveness to unforeseen issues.
• Negative publicity can paradoxically serve as effective promotion, especially for brands emphasizing boldness.
• Any mention of a company online serves as a form of advertising, potentially expanding its reach and visibility.

These positive aspects of hate only prove beneficial if addressed adeptly, avoiding missteps that could cause irreversible harm.

How Brands Should Respond to Criticism on social networks

Criticism that tarnishes a business’s reputation can escalate into a crisis, necessitating a comprehensive approach to resolution. This involves not only addressing individual comments but also implementing additional measures to rectify the situation.

The primary responsibility of a company owner is to uphold their dignity while safeguarding the honor of their brand. This isn’t merely a matter of pride but rather a means of restoring the company’s tarnished reputation.

Providing an official response to the issue at hand is crucial. However, this must be approached with great care. Ignoring accusations entirely is the worst possible reaction, as it fosters a perception of indifference. Lack of engagement from the brand on social media platforms only exacerbates the negativity surrounding the situation.

Simultaneously, the business’s stance on the matter must be meticulously considered. It’s imperative to avoid scenarios where the brand owner engages in emotional disputes with commenters or where hastily made decisions by company management worsen the situation.

A case in point is the response by H&M in 2018 when the company faced accusations of racism over an insensitive product photo. The image depicted a dark-skinned boy wearing a hoodie emblazoned with the phrase “Coolest monkey in the jungle.” The ensuing uproar prompted swift action from the brand’s management: they issued an apology, removed the offending photo, and discontinued the hoodie from sale altogether.

On the Facebook page of Nova Poshta, there are also disputes about the quality of service under every post. Here is an example of the correct reaction to the feedback of an unsatisfied customer.

Here’s another example of how important it is to stay calm when dealing with customers who have lost their trust in you.

Be Ready to Apologize When the Company Is at Fault

If the company is indeed responsible for an issue, it’s crucial to offer a sincere apology and outline the steps taken to address the problem. Consider crafting a response that aims to improve the overall perception of the brand.

For instance, a message like “Sorry, best regards, [Company Name]…” may come across as less effective compared to a more detailed and empathetic approach:

“Good afternoon, [Name]! Thank you for sharing your feedback, and we sincerely apologize for any inconvenience caused. Rest assured, we’ve addressed this matter with our team and are committed to preventing similar incidents in the future. We’ve initiated a refund for your order, which should reflect in your account within three business days. Additionally, we’ve provided a promo code for a discount, already active on your account. Once again, we apologize for any inconvenience caused by this lapse in service.”

This approach applies even when a critic offers constructive feedback. Responding to such comments demonstrates a commitment to listening to customer concerns and can positively influence other users’ perceptions of the brand. A simple acknowledgment like “Thank you! We’ll take your feedback into consideration moving forward” suffices in these instances.

However, engaging in dialogue with certain individuals, especially those who fail to provide specific grievances or justify their claims, may not always be advisable.

Understand the Nature of Criticism

Criticism isn’t always rooted in product or service quality; sometimes, it stems from ideological differences or personal preferences. In such cases, responding courteously to address the brand’s stance without escalating the situation is recommended.

Nevertheless, it’s essential to avoid responding with passive-aggressive remarks like “It’s a pity you don’t understand…” or “We do what we believe is best. Feel free to unsubscribe.” While some companies employ such tactics to filter their audience, it’s generally not advisable.

When feedback lacks constructive value, it may be appropriate to refrain from responding. While such comments can be deleted, there’s a risk that the critic may notice and disparage the brand on other platforms, potentially harming its reputation. This risk is particularly significant when a company has few reviews, as even a slight drop in ratings, such as from 4 to 3.9 on platforms like Google Maps, can impact brand perception negatively.

Why Brand Reputation on Social Meida Matters

In today’s fiercely competitive landscape, where numerous companies vie to offer similar goods or services, establishing a distinctive edge is paramount. In this pursuit, reputation plays a pivotal role.

Influenced by the ongoing trend of society’s digitalization, a brand’s online image stands out as a crucial promotional tool. Effective reputation management not only averts potential crises but also propels business growth and prosperity. This is achieved through consistent monitoring of consumer sentiment, analysis of their interactions with the brand, and strategic initiatives aimed at enhancement.

To Summarize

Hatred often serves as a manifestation of negative emotions. Individuals can react with undue aggression, particularly when it involves public figures, brands, or companies. Social networks, in such cases, provide a sanctuary for haters, fostering a sense of impunity for their words. Given the ubiquity of social media, businesses must navigate how to respond to such negativity effectively to safeguard their reputation.

The brand image, in turn, stands as a cornerstone of a company’s success, exerting a direct influence on consumers and, consequently, the quantity and caliber of sales. Reputation is painstakingly built over the years, yet it can unravel swiftly due to a single misstep. Therefore, when confronted with hate on social networks, exercising restraint and thoughtful response strategies are paramount, ensuring emotional reactions do not jeopardize the brand’s hard-earned reputation.

The utilization of artificial intelligence-based tools has experienced a surge in popularity in recent years. Increasingly, businesses, particularly small and medium-sized enterprises, are turning to these tools for the creation of marketing content.

In this article, we will delve into the landscape of AI services and programs tailored for generating graphic and video content. We will explore their benefits and drawbacks, as well as assess their efficacy. Additionally, we will examine several examples of how different brands have successfully employed these tools. Keep reading to discover how modern neural networks can elevate your marketing campaigns.

The role of AI in digital marketing today

Artificial intelligence holds a pivotal role in contemporary digital marketing, ushering in new possibilities with its speed and accessibility. AI facilitates the swift and automated generation of content for marketing campaigns, enabling the creation of banners for Google advertising campaigns or creatives for Facebook ads from the comfort of your own home.

Today, a plethora of services exist that allow for the creation of graphics and videos within minutes. This not only boosts the productivity of marketers but also enhances the effectiveness of their efforts.

In the following sections of this article, we will explore various services that can be effectively utilized for crafting graphics and videos. We’ll delve into their features, and pricing policies, and showcase examples of how different brands have successfully leveraged these tools. Continue reading to discover how you can revolutionize your marketing strategy with cutting-edge techniques.

The most popular AI services for creating graphic content

MidJourney

It’s rare to come across a marketer unfamiliar with this tool. It stands as one of the most renowned neural networks for generating graphic content, widely recognized and utilized across the globe. Launched in 2022, it sparked a significant revolution in the realm of graphic content creation for marketing endeavors.

This AI-powered tool excels in producing images based on text queries.

Pros:

• The service yields four image options per request, providing ample choices.
• Users can access additional variations of graphic materials on the same topic if desired.
• Customization options allow users to specify details and preferred image styles for optimal results.
• Further enhancements to generated images are possible with the aid of additional tips and instructions.
• Operates at high speed (though reduced image generation time is exclusive to paid subscriptions).

Cons:

• Lacks support for corporate branding.
• Integration with social networks is unavailable.
• Service functionality is limited to English.
• Quality of images depicting full-length people may occasionally fall short (e.g., incorrect number of fingers on hands).

Pricing:

• Free trial: 25 images
• Basic plan (3.3 hours of rapid graphic content generation per month): $10/month
• Standard package (15 hours): $30/month
• Professional tier (30 hours): $60/month

Designs.ai

DALL-E

This robust tool from OpenAI is a powerhouse for image creation and editing through artificial intelligence. Leveraging deep learning techniques, it crafts illustrations based on textual and visual inputs, ensuring top-notch content tailored to user preferences.

Pros:

• Precision in interpreting every word within prompts, thanks to advanced neural network algorithms, resulting in highly personalized outcomes.
• Ability to incorporate text onto images, such as inscriptions on clothing, albeit limited to the Latin alphabet for optimal performance.
• Enhanced generation of hand images, addressing a common issue encountered in other services.
• Seamless integration of multiple objects into a single image for a realistic composition.
• Respectful approach to copyright, refraining from generating images if prompts include the name of a living artist or photographer to avoid copyright infringement. Users retain copyright ownership of uniquely styled images.
• API compatibility for streamlined usage.
• Flexible pricing model offering packages of requests instead of monthly subscription plans, ideal for occasional AI usage by small businesses.

Cons:

• Inability to create vector graphics.
• Challenges in rendering Cyrillic text accurately on images.
• Occasional shortcomings in detail and naturalness of images, particularly in realistic styles.

Prices:

• Free plan includes 50 requests.
• 115 requests: $15.

Canva AI

Canva, a well-established graphic editor, has recently introduced its AI Image Generator and AI Video Generator. These tools create images and videos based on text queries.

Pros:

• Full functionality available in the free version of Canva.
• Swift performance.
• User-friendly interface, making it accessible even to novices unfamiliar with AI tools.

Cons:

• AI exclusively processes text queries; visual prompts are not supported.
• Images exhibit a lower level of detail and realism.
• Generating quality content may require multiple attempts due to a high error rate.

Prices:

• Free version.
• Pro plan with advanced features: $119.99 per year.
• Team plan: $300 per year for up to 5 users.

DeepBrain AI

Another option for producing text-based video content operates on a similar principle to its predecessor. Users upload text and select an “avatar” to narrate it in the video.

Pros:

• Realistic avatars are modeled after actual individuals.
• A selection of over 100 avatars to choose from.
• Support for 80 languages.
• Pre-designed templates for various content types.
• Enjoy a 20% discount with annual payment.

Cons:

• Video duration limitations (up to 10 minutes per video for the Starter plan, up to 20 minutes per video for the Pro plan).
• Subscription costs are relatively high.
• Pricing is based on the minutes of the generated video.

Prices:

• Free trial includes 1 video.
• Starter plan starts from $30 per month.
• Pro plan starts from $225 per month.
• Enterprise plan offers individualized pricing.

Pictory AI

InVideo

This versatile tool facilitates the creation of educational videos featuring talking “avatars,” as well as slideshows and clips, making it suitable for YouTube and social media content creation.

Pros:

• Built-in script generator powered by AI streamlines the video creation process.
• Over 5000 ready-made templates for various video types.
• Realistic voices narrate the videos.
• Comprehensive instructional videos on how to use the service, making it accessible even to beginners.
• Mobile compatibility for both Android and iOS devices.

Cons:

• Lack of direct video upload feature for YouTube or Facebook.
• Limited video editing capabilities compared to other platforms.
• Subscriptions are available only on an annual basis, without monthly payment options.

Prices:

• Free version includes watermarked videos.
• Business plan: $180 per year.
• Unlimited plan: $360 per year.

Examples of content created by brands using AI

• San Francisco Ballet used an image generated by the MidJourney neural network to illustrate a promotional post on social media. Instagram networks:
  
  
• The well-known alcoholic beverage brand Martini used 9 images created in MidJourney during the creation of a marketing video:

• The IT company in the field of cyber security Cyber Inc creates its video courses in various languages with the help of artificial intelligence Synthesia:

Advantages and Disadvantages of Utilizing AI for Small and Medium-Sized Businesses

Advantages:

1. Optimization and Streamlining of Processes: AI can provide several design or video options within minutes, significantly reducing the time it takes for manual creation.
2. Enhanced Creativity and Innovation: By automating routine tasks, AI allows marketers to focus on strategic planning and brainstorming for new ideas, fostering a more innovative marketing approach.
3. Cost Reduction in Marketing Campaigns: Small businesses can avoid purchasing stock images or hiring freelance designers by leveraging AI. Medium-sized businesses can expedite the work of in-house designers, reducing the cost per material produced.
4. Source of Inspiration: AI can assist designers in overcoming creative blocks by generating initial content and offering diverse ideas, which designers can then refine to meet brand requirements.

Disadvantages:

1. Limited Consideration of Corporate Style: AI may not fully comprehend all aspects of a company’s corporate style, necessitating human intervention for complex tasks requiring high personalization.
2. Learning Curve: Mastering AI tools for image creation requires time and effort. Alternatively, businesses may need to hire experienced designers proficient in AI tools to expedite the process.
3. Inconsistent Quality: AI-generated content may not always meet expectations, especially for inexperienced users. Additionally, some images may lack realism compared to manually created content.
4. Language Barrier: Many AI services have English interfaces, potentially posing challenges for non-English speakers and requiring the use of translation tools.

Best Suited Tasks for AI:

1. Simple Routine and Monotonous Tasks: AI excels at handling repetitive tasks efficiently, freeing up human resources for more complex projects.
2. Illustrations Without Complex Details: AI-generated illustrations are cost-effective alternatives to purchasing individual stock images, particularly for content not requiring intricate details.

Conclusions:

AI tools offer significant benefits for certain tasks, enabling faster and more cost-effective content creation. They empower businesses to allocate resources efficiently, allowing designers to focus on strategic initiatives and creative endeavors. While AI-generated content may not always match human quality, its speed and affordability make it a valuable asset for small and medium-sized businesses seeking to elevate their marketing efforts.

Let’s delve into the details: what impacts conversion, how it’s calculated, and what strategies can enhance the conversion rate on your website’s product pages.

OPTIMIZING SITE PAGES: ENHANCING EFFECTIVENESS AND BOOSTING CONVERSION RATE

It’s the elusive concept of “conversion” that preoccupies the minds of many online store owners, e-commerce entrepreneurs, and marketers, who often consider it a holy grail. But how does one achieve high conversion rates? Is it an economic miracle? Is it realistically achievable? And how do you even measure and improve it?

Let’s uncover the answers to these questions and outline a toolkit of techniques and approaches to effectively elevate the conversion rate for your website’s product pages.

UNDERSTANDING THE TERMINOLOGY: CONVERSION, CONVERSION RATE – WHAT ARE THEY AND WHAT DO THEY SIGNIFY?

First off, what exactly is conversion? While used across marketing, advertising, and sales, conversion essentially denotes the desired action a user takes on the Internet concerning your website or advertisement.

In advertising, conversion might refer to the clicks on a link within an ad relative to the total impressions. In the realm of online sales, conversion represents the proportion of visitors who take a specific action when visiting a product page out of the total number of visitors.

To simplify: if out of 100 visitors, 25 engage in actions like adding a product to the cart, registering on the site, or completing a purchase, then your conversion rate stands at 25/100 = 0.25 or 1/4 of all visitors.

For clarity in sales, the conversion rate, essentially the same ratio but expressed as a percentage, comes into play. Hence, the conversion rate formula reads as follows:

CR = (number of visitors who completed the target action / total number of page visitors) * 100%

It’s worth noting that there are various types of conversions, encompassing actions beyond immediate purchases. These include registering on the site, subscribing to newsletters, adding items to carts, initiating online chats with product managers, or providing contact details for future interactions. While these actions may not yield immediate profits, they contribute to eventual purchases, rendering them valuable to sellers and driving profits.

Typically, inquiries about the normal conversion rate for a website yield a somewhat vague response from platforms like Google, citing a range of 2 to 5%. This wide range underscores the importance of considering your specific business niche to gauge what constitutes a norm.

Another common query among website owners pertains to the calculation of “conversion.” With built-in statistical tools on your site, you can access pertinent information on page entries, unique users, and actions performed. Calculating the conversion rate becomes a matter of applying the same formula. Alternatively, Google Analytics offers accurate calculations should you encounter difficulties.

If the data obtained fails to inspire optimism, what steps can be taken? There exist several effective methods and tools for bolstering the conversion of product pages on your website. Let’s now delve into them.

ENHANCING CONVERSION THROUGH PAGE OPTIMIZATION:

How might a prospective customer be dissuaded from engaging with your product on your website? Common pitfalls encountered by owners and marketers include:

1. Confusing site functionality: Visitors may feel bewildered if they can’t grasp essential information about the product or understand how to make a purchase.
2. Irrelevant product positioning: Misaligned campaigns may lead to incorrect categorization or irrelevant descriptions, alienating potential buyers.
3. Lack of mobile adaptation: Given the prevalence of smartphone usage, inadequately optimized sites for mobile devices risk losing potential sales. You can check your website with https://pagespeed.web.dev/ :
   
4. Technical site errors: Broken links, faulty redirects, or poorly laid-out pages detract from the user experience and hinder purchases.
5. Insufficient informative and motivational content: Detailed product descriptions, accompanied by high-quality visuals, are essential for informed purchasing decisions.

TO-DO LIST FOR BUSINESS OWNERS: AREAS FOR IMPROVING CONVERSION

What aspects of your site’s pages can be optimized to boost conversion? Consider this checklist to identify and rectify potential shortcomings:

• The site and page design
• User Experience (UX): ease of navigation and use
• Unique and relevant content
• Page loading speed
• Mobile adaptability
• Traffic sources
• SEO technical issues
• Advertising strategies
• Search engine ranking

Let’s delve into strategies for optimizing each of these areas.

INFLUENTIAL METHODS: ENHANCING PRODUCT PAGES FOR HIGHER CONVERSIONS

How can you optimize your website and its pages to drive conversions?

1. Evaluate site design and adherence to UX/UI principles for improved usability and a seamless purchasing experience.
2. Prioritize technical site maintenance to rectify issues like broken links, faulty redirects, and other technical errors.
3. Address page loading speed to ensure swift access, leveraging tools like Google’s PageSpeed Insights for optimization.
4. Enhance mobile design and functionality to cater to users across various devices and browsers.
5. Curate informative, unique, and SEO-optimized content, including detailed product descriptions and high-quality visuals. Ask for SEO audit to be sure you’re optimized.
6. Implement comprehensive SEO strategies, encompassing on-page and off-page optimization, to boost search engine visibility.
7. Tailor advertising campaigns and traffic sources to attract relevant, high-quality leads.

What are the outcomes of increased conversions? Elevating conversion rates yields several benefits:

• Enhanced customer experience
• Improved search engine visibility
• Increased influx of targeted traffic
• Augmented sales and profitability

When these outcomes align, potential customers discover your store through search engines, navigate effortlessly, and take desired actions, culminating in purchases and potentially even referrals.

In essence, conversion serves as a crucial metric for assessing the effectiveness of product pages, highlighting the importance of optimization efforts. By leveraging technical, contextual, and informational optimization techniques, you can unlock new levels of profitability while minimizing marketing costs. Conversion isn’t just a metric—it’s a roadmap to refining your website’s trajectory and maximizing sales potential.

Collaborating with Instagram and TikTok influencers to enhance brand awareness and boost its popularity.

Every business aims to expand its reach and attract more customers. One of the most effective methods of brand promotion is influencer marketing – collaborating with thought leaders on social media platforms. However, not all business owners understand how and where to find, and most importantly, who to consider an influencer. Below, we’ll provide answers to these and other questions.

Who is Considered a Thought Leader on TikTok and Instagram?

An influencer is someone who holds authority and influences an audience through their experience, knowledge, and more. For businesses, a thought leader, trusted and loyal to their followers, serves as an effective communication channel with social media users, such as those on Instagram and TikTok. Audiences are interested in what influencers wear, use, and where they go. From this perspective, brands have a unique opportunity to become part of an influencer’s life, who promotes favorite products or shares valuable recommendations.

Logically, the broader an influencer’s audience, the wider the reach a brand can anticipate when initiating a collaboration. Hence, it’s crucial to find the right thought leader who can effectively convey the essence of your service or product, encouraging followers to click on the link and hit the “Buy” button.

Categories of Influencers

Before proposing collaboration to a thought leader, it’s worth exploring their page. Influencers are divided by the number of subscribers into:

• Micro-influencers with an audience of 10-50 thousand users;
• Macro-influencers with 50 thousand to 1 million subscribers;
• Mega-influencers (millionaires), whose follower count exceeds 1 million.

Micro-influencers may work on a barter basis, meaning without payment, and fully dedicate themselves to the task at hand. They don’t have exorbitant rates or a large number of daily advertising integrations. However, to achieve a high level, one must establish themselves.

Macro-influencers already have certain pricing structures for their services and a denser advertising schedule on their blog.

As for millionaires, the primary factor is the recognizability of the individual. A subscriber is more likely to purchase a cosmetic product recommended by a reputable blogger than one about which nothing is known.

An ideal option is to collaborate with several different influencers – this will provide brand recognition and sales growth as a result.

Features of Collaboration with Influencers

Company collaboration with a blogger has several differences from other types of partnerships:

Authenticity – the content published should cater to the audience’s benefit and stay within the blog’s overall style; Targeting – by selecting the right thought leader, you can tailor communication channels to the most interested audience in the product; Feedback – after advertising integration on the influencer’s blog, you can see the audience’s reaction and feedback; Live traffic – the blogger’s page can act as a springboard to attract leads to business owners’ pages, company websites, etc.

All of this has its advantages, enabling the brand to achieve its goals while the thought leader receives another successful case for their collaboration history.

Benefits of Brand Collaboration with Thought Leaders

Since influencing an audience is achieved through influencers providing personal recommendations, the following advantages of such collaboration stand out:

1. Media, informational, and educational nature of influencer marketing without a direct sales pitch, which avoids alienating subscribers, unlike traditional advertising methods.
2. Gradual introduction of the audience to a new product, done organically and in a friendly atmosphere.
3. Demonstrating product capabilities while highlighting the benefits of purchase without a pushy tone.
4. Addressing objections and refining product nuances if necessary.
5. Building trust in the brand and the company, as well as supporting its positive image.
6. Increasing sales as one of the primary goals of any collaboration and advertising campaign.

Considering these benefits, it’s worth choosing the type of information presentation from the blogger that will provide the best effect for the company.

Formats of Collaboration with Influencers

Among the types of collaboration with thought leaders, the following can be highlighted:

1. Product demonstration in posts, reviews in Stories, or Reels. The influencer, through text or video, talks about your product and shares their own experiences with its use.
2. Product placement. This is native advertising, where the product is mentioned in a post or appears in the blogger’s frame without specific emphasis on its properties and quality.
3. Unboxing. The blogger records a video of unpacking press kits from brands and talks about each product.
4. Giveaways. The influencer launches a time-limited contest where your product is the prize.
5. Ambassadorship and collaboration. This entails the presentation of an advertising campaign permanently, which is paid for the long term.
6. Partner publications (only available for Instagram). Joint publication of a post by the brand and the influencer, resulting in it appearing on both profiles.

One example of ambassadorship and partner publication is a post by Daria Kvitkova and the Tabletochki Foundation, which is reflected on both profiles:

While a blogger may independently decide in which format to present information, more often than not, the brand immediately determines the most effective format for itself.

Criteria for Finding Thought Leaders

Before starting the search for an influencer, several important criteria need to be defined:

The goal of advertising integration

Enhancing reputation or supporting brand image is more effectively achieved through celebrity involvement. Instant recognition, rapid sales growth, and broad reach can be obtained through collaboration with macro-influencers. Micro-bloggers, on the other hand, can help strengthen positioning since they have a small audience that pays maximum attention to content, eagerly shares it, and discusses it.

The scale of the advertising campaign

Are you interested in a one-time collaboration or several consecutive partnerships? This determines the next point – the budget you are willing to allocate for integration. It’s logical to note that the larger an influencer’s audience, the more expensive their collaboration rates will be.

Portrait of your customer

Describe who your user is and how much money they are willing to spend on your product. Even if the brand aims to achieve results through word of mouth, influencers with a million-strong audience should be chosen based on niche relevance rather than subscriber count. For example, on Naomi Campbell’s Instagram profile with 16 million followers, you won’t see posts tagged with mass-market brands like Zara or H&M, but you’ll find mentions of luxury brands like Chanel, Dolce&Gabbana, and Karl Lagerfeld.

Services for Finding and Verifying Thought Leaders

We present to you the top five platforms where businesses seek bloggers for advertising integrations.

22ND FLOOR

A Ukrainian resource for collaboration between bloggers and companies on social media platforms such as Instagram, TikTok, and YouTube. The service offers:

Convenient sorting of bloggers based on various parameters. Comparative statistics and influencer analysis. Communication with thought leaders and further contract arrangements through the platform. Monitoring of the advertising integration process and collection of analytical data for performance evaluation. A blacklist of bloggers to avoid collaborating with.

The platform has its pricing, which depends on the chosen number of subscription months and projects and is designed for a certain number of influencer inquiries.

trendHERO

The platform is designed to display analytical data on TikTok, Instagram, and YouTube bloggers. It is currently one of the most popular resources, offering the following key features:

More than 90 indicators for influencer verification. Over 20 filters for successful searches. Tracking of a blogger’s account statistics and analysis of their audience. Content research and its effectiveness analysis. Analysis of previous collaborations between influencers and brands. Report generation in Excel and PDF formats.

The paid version of the resource allows full utilization of all its features, with monthly service starting at $15.

Influencity

An online resource boasting the largest database with over 70 million influencers. The platform offers:

Creating a personal profile and adding information about oneself as a content creator and marketer. Convenient search for thought leaders using filters. Access to in-depth statistics of a blogger’s account. The ability to collaborate with international influencers.

The service offers both free and paid usage options. The starting price for the latter is $50 per month.

HypeAuditor

A platform with over 50 million blogger accounts available. Its main functionalities include:

Over 35 metrics for detailed analysis of the thought leader’s audience. Checking the influencer’s profile for fraud and brand compliance. Evaluation of key KPIs for advertising campaigns.

The tariffs for using the platform are calculated individually in each case. Access to a free demo version for a specific period can be booked by filling out a special form on the website.

Postmarket

When conversion rates are low, it’s tempting to throw money at the problem in search of a quick solution. Resist this temptation, as the key to a higher conversion rate is not always to invest more money in advertising campaigns or a flashy new marketing initiative.

No, the solution is considerably simpler. Mobile optimization!

Beginning with the mobile experience of your website makes sense. More than 50% of Americans spend about 5-6 hours per day on their smartphones. They will likely access your website through their mobile devices. That is, your website must be prepared.

Below are our top four mobile conversion rate optimization recommendations. Follow them, and you’ll end up with a site that is clean, compelling, and focused on the customer – and ready to convert.

What does mobile optimization mean?

Mobile optimization is the process of customizing your website for users who access it via a mobile device, such as a smartphone or tablet, rather than a desktop computer.

It involves ensuring that the layout, structure, and content of your website are optimized for mobile devices. So why is this significant?

Consider the consequences of a website that is not mobile-optimized. The content appears misshapen or improperly sized. Elements on the page appear to have a life of their own; you must zoom in and out frantically to read the text on the screen.

The user experience (UX) is poor. Furthermore, it is detrimental to business. 57% of mobile users will not recommend a company with inadequate mobile optimization.

Inadequate mobile optimization, or its absence, results in a frustrated user. And frustrated users seldom convert to paying customers!

How to maximize conversion rate with a mobile optimization: 4 best tips

Prepared to maximize your conversion rates and make your website mobile-friendly simultaneously? Here are our four top tips for mobile optimization:

• Provide a streamlined checkout process
• Add product recommendations to the page
• Offer more payment options.
• Enhance your calls to action – and make them remarkable

Offer a clean and easy checkout process

The first way to increase conversion rates on your mobile site? Optimizing your checkout flow to provide a frictionless checkout experience.

How you accomplish this depends on how you constructed your website. However, a few general tips include:

• Enabling guest checkout so that users are not deterred from purchasing by having to create an account.
• Offering a variety of shipping options
• Reducing the number of form fields (i.e., the depth of customer information required)
• Displaying identification badges to increase consumer confidence.

Add Product Recommendations to the Page

Including product recommendations directly on the product page is a low-effort and high-impact action for mobile optimization.

On-page product recommendations could be products the customer has recently viewed or products that are comparable to the ones they are currently viewing. These will appear in the frame as the customer browses your store on their mobile device, allowing them to quickly and easily navigate to products of interest.

On-page product suggestions are excellent for UX. However, they are also beneficial to your conversion rates, as they remove one more obstacle to a customer making a purchase.

Provide additional payment options

Providing a variety of payment options is no longer a “nice-to-have” in the present day.

It is indispensable. It’s one of the most important decisions you’ll make for your website, along with selecting a web host and constructing your site on the most suitable platform.

Today’s consumers are more discerning than ever before. Many are skeptical of the online payment process, while others want it to be as streamlined, seamless, and quick as possible.

What’s your role? To ensure that your customers can use a variety of payment methods, including:

• Mobile wallets: Google pay, Apple pay, etc.
• Debit and credit cards.
• PayPal wallet or app.

Millennials are particularly fond of the ease and convenience that mobile wallet payments provide. According to Statista, Generation Y accounts for 46% of digital or mobile wallet payments in the United States.

Also, you can target Generation Z by providing a “Buy Now, Pay Later” (BNPL) service. 55.1 percent of Gen Z consumers aged 14 and older in the United States will use a BNPL service at least once this year.

Enhance Your Calls-To-Action – And Their Visibility

To maximize conversions, compelling calls to action are required.

Therefore, take the time to evaluate the content, placement, and design of your website’s current calls to action. Are they:

• Start with commanding verbs that generate interest and enthusiasm.
• Develop a sense of urgency?
• Demonstrate to the customer the advantages of taking action.

Remember that you are optimizing these CTAs for mobile devices. Consider your users and how they interact with your website. They are already on their phones, so how can you leverage this to improve your calls to action?

One tip is to use CTAs based on phone calls. Instead of asking them to fill out a lengthy contact form or send an email – both of which are more difficult to complete on a mobile device or while on the go – invite them to call with their questions.

Moreover, CTAs are not just about the text – what they say – but also about their appearance. Ensure that they stand out from the rest of the page’s content (you want people to realize they’re viewing a CTA, after all!). Utilize the effective simplicity of white space. And, if there is a button, ensure that it is large, bold, and screams “Click me!”

Summary

Mobile optimization will not only enhance the appearance, feel, and functionality of your website. It will boost your conversion rates and help you expand your online business. Your google ads campaigns or search engine optimization give you more results with a good optimized website.

Therefore, best of luck, and have a great time applying these tips. Mobile optimization is a complex and time-consuming process. But the result will be worth it – believe us!

Email marketing is a time-tested and effective way of attracting new clients and maintaining communication with existing ones. According to statistics, on average, every dollar invested in email marketing brings $36 in profit.

If you’re still not utilizing this channel to communicate with your target audience, then it’s time to start! Modern email marketing services allow you to send messages to thousands of recipients with just a few clicks.

In this article, we will discuss the top 10 email marketing services in 2024. You will learn about the features, pros, cons, and pricing policies of the most popular platforms for sending email messages.