The author's latest articles: Iryna Voitovych

Today, it’s not enough for businesses to simply adopt new tools; it’s important to understand how consumer psychology is changing.

The official launch of OpenAI ad testing on February 9, 2026, was a historic moment that marked the emergence of an entirely new media channel for promoting businesses.

Today, a PM is not just an administrator who moves cards around in a task manager, but a strategic business partner who directly influences the company’s profitability.

The Net Promoter Score (NPS) is a customer loyalty index that measures how likely people are to recommend a company, product, or service to their friends and family.

A digital marketer is a professional who promotes products, services, or the brand itself through digital communication channels.

Donor analysis isn't about examining a single metric; it's about comparing several metrics against one another.

ChatGPT can already search the web, provide quick answers, and display relevant sources, which means it’s important for businesses to be clear, cited, and verified in the digital space.

In B2B marketing, it’s important to generate not just leads, but contacts from people who are genuinely interested in the topic and willing to engage further with the company.

Choosing the wrong ad format is the main reason for a low return on investment (ROI) and the rapid depletion of a company's marketing budget.

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.