The author's latest articles: Iryna Voitovych

The TikTok platform has evolved from an entertainment app into a global marketplace, where the user’s journey from discovering a brand to making a purchase has been reduced to just a few clicks.

An effective profile header isn't just attractive text it's a clearly structured, modular system in which each element serves a specific marketing function.

If you analyze search queries correctly, you can better understand your audience, design a more precise website structure, create relevant content, and improve your SEO results without unnecessary expenses.

IT outsourcing is the transfer of certain IT functions to an external team or company, which undertakes to perform a specified scope of work under the terms of a contract.

Crowd marketing involves placing useful, organic mentions of a brand, product, or service on platforms where your audience is already engaging.

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.

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.