Target Audience - The Quiet Orbit

RPA Marketing Case Study: 8 Months of Testing, Then Back to the Right Strategy

About the project “Russian software vendor, RPA technology”: promoting an RPA software-robot platform Due to an NDA (non-disclosure agreement) and approvals for publishing this case, we had to blur and slightly modify some screenshots, and replace the real name with the one agreed with the company. “Over 8 months, or 1,620 person-hours (almost a full […]

Sydney Sweeney and “Flight”

Sydney Sweeney and “Flight” When someone writes, “Wait, why have we even normalised seeing clothes only on perfectly built, Photoshopped people?” — that question usually hides a more basic blind spot: what a brand actually sells. It hits hardest in B2C, in brutal categories, in mass segments where product utility stopped being unique years ago. […]

The AI That “Sells to Everyone”

TW: strong language Images are generated by DALL·E, Sora, Midjourney, Grok, ChatGPT (which routes the task to DALL·E). Text is written by Grok, ChatGPT, DeepSeek. There are whole communities, Telegram channels, and courses that “teach” you how to earn money and do work with neural nets — the key part being: don’t do the work […]

2 of 2: A Tale About Why Qualified Leads Must Be Measured

I’ve had two consultations. In the first one, it was predictable: they weren’t thinking about this. In the second one… I honestly don’t even know what to say. This is, once again, about qualified leads. So I’ll repeat my “qualified lead square” just in case: In both consultations we talked about the conversion funnel: how […]

How to work with the “square” of target audience measurement”

This is a dry HOWTO instruction on how to work with the “square” of target audience (TA) measurement — and why it’s even a “square”.Essentially, this is a published slide deck: slides, broken into parts, plus a few explanatory comments about each slide. Terms, and why they’re called that What’s the difference? What is “target-audience […]

HOW NOT TO HANDLE NEGATIVE FEEDBACK

Using “School of Rock” as an example (VK link; for readers outside Russia: VK is a major Russian social network, roughly comparable to a Facebook-style platform in how communities and comment threads work). Ethical disclaimer: I’m pointing to the source where I found this example because it’s already public. Any SMM specialist or paid-traffic manager […]

A Game of Peeking: Gamification in Social Media

To help this article travel beyond my own communities, I’ll add a bit of context about my background: I’m a philosophy-and-humanities guy, a self-taught tech nerd who drifted into art—and now I blend that with internet marketing and SMM (social media marketing). This piece is, at the same time, an explanation of what gamification is—and […]

How to Work with Positive and Negative Reviews

This article answers these questions: – How do you work with positive and negative customer reviews? – How do you use customer reviews to promote a company? General notes: Let’s first look at reviews through the lens of the customer journey, including customer experience (CX). 1. First, a potential customer feels they have a need: […]

“The Streisand Effect” or: DON’T DELETE NEGATIVE REVIEWS

Act I: The Diva Meet Barbra Streisand. And yes — Barbra, not Barbara. Barbra, these are people. People, this is Barbra. Nice to meet you all. As we say in Russian: “a sportswoman, a komsomolka (member of Komsomol; Soviet youth organisation), and simply a beauty!” (A very old catchphrase — meaning: she’s got it all.) […]

Online Psychologists in Russia: EasyLife Brand Launch Strategy (Case)

EasyLife online platform promotion strategy About the project We’ve already met the EasyLife brand before. In April 2022. The results of that meeting are described in this VK case study (VK / VKontakte — the biggest social network in Russia; think “local Facebook”). I’ll briefly recap them here: Back then, we spent next to nothing […]