The author's latest articles: Iryna Voitovych

A marketing director is, first and foremost, a top manager who is part of a company’s senior leadership and thinks in terms of the business as a whole, rather than individual advertising campaigns.

A strong script for Direct is built as a sequence of logical elements, where each has its own function and does not overload the dialogue.

Performance marketing is an approach to promotion in which the primary goal is not abstract reach, but a specific and measurable result.

Today, naming is a strategic tool that directly impacts customer acquisition cost (CAC), ad conversion rates, legal compliance, and, ultimately, a company’s market value.

The algorithms of digital platforms are evolving faster than user habits, and by 2026, social media had undergone radical changes.

In professional circles, UX refers to the entire ecosystem of human interaction with a brand, digital product, or service.

The best specialists are those who can see the real problems faced by clients and the needs of the business behind the lines of code.

In a business context, Telegram Premium isn't just a status symbol—it's a set of features that make communication faster, more intuitive, and more convenient for customers.

This is actually very important for businesses, because when content loses visibility, it doesn't just affect «pretty statistics» it also impacts real results.

When user attention is limited, competition for each click increases, and the cost of customer acquisition rises, the way information is presented often matters more than the product itself.

Practice shows that content shared by employees generates higher engagement and better conversions compared to posts from official brand accounts.

Search Generative Experience (SGE) is Google's approach to search that uses generative artificial intelligence to generate concise, coherent answers to user queries.