  
  

  


  軠                 .              ,      ,     .

   ,  ,   ,          .       :    ,    ,        .





 ,  

  





 


!

         ,     - .  .  .  . , , ,    :   ,    ,    ?

        .   ,  digital-  ,     ,     .  . . .     , ,    ,      .    :  .        .

        ,     ,   .  , , edtech, creator economy     ,   , ,       .     .

     ,     , -, digital-.  ,     " SMM"  " ",    ,   .    .   .   , ,   ,    . ,      ,   .

   :  McKinsey, BCG,  YC,     .         ,     .      first-party-.     cookies   .     .     ,  .

     .    .

     .  .  .

 ,         ,  . .    .

. . .   .

      ,  ,   ,   .

    .



 ,
    








    

 2020-   ,             ,       .      :   ,   ,         .

     ,    ,  ,   ,     .

           ,       .


  :     

    ,     :

AI, smart home, creator economy, proptech, edtech, fashion DTC  .    ,      .

    :

     ,    .

  first-party   . Cookie , privacy   .

    , , .

   .  LTV ,     .


   

   pre-seed/seed ,   traction       .

 CMO  Head of Growth,    ,   .

-  ,      ,   .

 ,       ,   .


  

1.,   .      -:

  ?  .

2.   .  Shein  TikTok.  Criteo     cookie-less .


   

1.     .

2.  .

3.   .

4. 12   .

5.   .      .



:     ,  .   ,    .     ,    .

?




 1. Cookieless-   






 :

         cookies -   (GDPR,  Apple/Google).    75%     (: 96%  iOS      Apple).   Boston Consulting Group, ,     (first-party data),    2       neilpatel.com (https://neilpatel.com/blog/first-party-data/).  : ,      cookie, . Forbes ,  ,  first-party data   ,     1.52.9  ,  ,      thinkwithgoogle.com (https://www.thinkwithgoogle.com/future-of-marketing/digital-transformation/sustainable-first-party-data-strategy/).     adtech- Criteo:   Safari (Apple)  cookies, Criteo   20%   2018  theguardian.com (https://www.theguardian.com/technology/2018/jan/09/apple-tracking-block-costs-advertising-companies-millions-dollars-criteo-web-browser-safari) (   ),    .    -,      cookie.

       . 83% B2C-      2  social commerce        go.emplifi.io (https://go.emplifi.io/cashing-in-on-social-commerce),     cookie. BCG   : ,    first-party data,     bcg.com (https://www.bcg.com/publications/2024/creating-a-data-advantage-in-marketing).


   :

   The New York Times:     first-party data   ,      ,     ( CPM      ).    Heineken,    data-      ( ,  )       ,   .   , Criteo  -   :      cookie,    Safari ITP        22% theguardian.com (https://www.theguardian.com/technology/2018/jan/09/apple-tracking-block-costs-advertising-companies-millions-dollars-criteo-web-browser-safari),    .     Facebook  2021  ~10$    -    iOS (App Tracking Transparency),              .


  :

1.   . ,       ( ,  , CRM)    .       first-party data:   CDP (Customer Data Platform)   CRM/.      GDPR/    ,    privacy-ready bcg.com (https://www.bcg.com/publications/2024/accelerating-ai-driven-marketing-maturity).

2. First-Party Data.      . :   ,  ,  , ,  (). ,    -,   (     ). : fintech-      ,       .            .  BCG,             bcg.com (https://www.bcg.com/publications/2022/planning-for-cookieless-marketing),     .

3.  .     360  .  Customer ID       (, , )   .      -.   CDP    + BI. , e-commerce     (RFM),       email        .

4.Advanced Analytics & Segmentation.      . Big Data  AI     cookie:    ,   .                 vedomosti.ru (https://www.vedomosti.ru/press_releases/2025/06/09/buduschee-nachinaetsya-segodnya-kak-18-aren-transformiruyut-mirovuyu-ekonomiku-i-marketing).  ML-   LTV, , . :    AI        (, ,  )   ROI   20%    bcg.com (https://www.bcg.com/publications/2022/planning-for-cookieless-marketing).

5.    cookie.       :     , , ,      .    ,  Privacy-first    .    - Dstillery,  2024  AI  cookieless targeting,             growthchannel.io (https://growthchannel.io/blog/advertising-trends-for-2024-and-digital-outlook-from-the-experts).    ,    ,       .

6.  Second-Party Data.        (  ). Second-party data   ,  ,    . :    :        ,      ;      . BCG ,         data clean rooms     bcg.com (https://www.bcg.com/publications/2022/planning-for-cookieless-marketing).

7.   .   (last-click)      .      : ,  ,  .  Marketing Mix Modeling (    )    (, hold-out ,    ,  ). BCG    ,    cookie: -    MMM    bcg.com (https://www.bcg.com/publications/2022/planning-for-cookieless-marketing). :    AI     (  )         100% bcg.com (https://www.bcg.com/publications/2022/planning-for-cookieless-marketing).

8.   .   cookie        .  ,      . 89%        neilpatel.com (https://neilpatel.com/blog/first-party-data/),    80%      ,    neilpatel.com (https://neilpatel.com/blog/first-party-data/)    .      (opt-out,  cookie, ).     ,      privacy user experience    .


   :

         /-,   ,   .     Data Champion   CMO     .       : Data Engineer/BI (    ), Data Analyst/Scientist (  , ), MarTech- ( CDP, ).    CRM- (,  )     ()   .     :   Privacy- (   )       .      ( + )  :    ,     (   ),    (CRM),     data-.   -   , ,   legal     ,    bcg.com (https://www.bcg.com/publications/2022/planning-for-cookieless-marketing).


  :

   cookie   -    .     ,      : SEO (   ,     ),     ( ,     first-party data),   (   ),    (,   ).           ,              (, ). E-mail  SMS    :  permission-,      .       :   cookie        (, -   ,  ),   / (PR  ,    )      (marketplace,    ).  B2B-   Account-Based Marketing (ABM)       ,    cookie,       .


,   :

-,        cookie.   ,  - .  :  Google   third-party cookies  Chrome (  20242025),         .      fingerprinting (   )  ,      . -,        (   ), -,    . BCG                 bcg.com (https://www.bcg.com/publications/2022/planning-for-cookieless-marketing).       . ,     first-party ,   ,   ,    .  :    (:    ?     ?),      .      :         ,   . 72%     ,    ,  .    ,       .         :   first-party data     (CDP, )   .      -   .   ,   (,     ,   ).


      :

,           ,    . -, first-party data    ,    . ,               AI- ,    .       (        ).    ,  data-driven        1.6x   bcg.com (https://www.bcg.com/publications/2021/the-value-of-first-party-data),     EBIT,     .  ,    Privacy-First ,     ,           . : IPO  Zoom  2019            (   )   ,   .  , ,    (Snap, Meta),      privacy-.      Due Diligence   :     ?      3rd-party cookies?      first-party/zero-party data (,       , )  .  ,  first-party      -  ,    ,     .    ,     .

 ,         cookie:        , VK  2020     ,   first-party   .             .  , cookieless-    ,   .  ,     -      ,      .




 2.    DCO: AI + Dynamic Creative Optimization






 :

  ()   ,    .  2023  87%  ,       AI- marketinghire.com (https://marketinghire.com/career-advice/how-ai-is-transforming-marketing),  63%     AI     12  marketinghire.com (https://marketinghire.com/career-advice/how-ai-is-transforming-marketing).   ?  AI                . ,   Growth Channel, ,     (DCO)   AI,     +70%     (ROAS)  21? growthchannel.io (https://growthchannel.io/blog/advertising-trends-for-2024-and-digital-outlook-from-the-experts).     e-commerce Diamond Nexus:       AI-   ,   ROI  70%   21- ROAS growthchannel.com (https://www.growthchannel.com/case-studies/diamond-nexus-scaling-ecommerce-roas). AI                  ,       .

Dynamic Creative Optimization (DCO) ,         ,    , , .    AI     : GenAI      ,     ,     . Forrester ,   creative adtech  :   Smartly.io, Google DV360, Facebook    - ,            .    ,    --,           . McKinsey ,   AI          bcg.com (https://www.bcg.com/publications/2024/accelerating-ai-driven-marketing-maturity).

   Generative AI  : GPT-   , ;     .   ,  90%         . Gartner ,   2025   30%          .  ,   ,  AI        ,   : If youre not leveraging AI, you will be left behind     ,  - growthchannel.io (https://growthchannel.io/blog/advertising-trends-for-2024-and-digital-outlook-from-the-experts).


 :

 Coca-Cola   ,   AI+DCO.      -,    (, )          AI   .    (engagement)  ,     koast.ai (https://koast.ai/post/ai-powered-ad-optimization-social-media-roi):       , CTR      ,  Coca-Cola  -.

 Netflix      ,      AI. Netflix  ,             ,     .  AI   -.   +5%        AI-   koast.ai (https://koast.ai/post/ai-powered-ad-optimization-social-media-roi).

 Nike   predictive analytics ( )    DCO   Nike Direct.     Nike+  , AI    ,      -.  DCO        .     ROI  20% koast.ai (https://koast.ai/post/ai-powered-ad-optimization-social-media-roi), Nike      ,   ,    .

 Uber          : AI ,   (,  , )         .      -,    .

    Persado  -,  AI-     . Ÿ       ,   ,     (,     push-). Persado ,    (    )        +41%  AI-.    AI+DCO    ,    CRM-.


 :

  AI    .    Twitter ( X),   2021  -      .    ,      -        .     :           Twitter.   ,       AI        .    Microsoft Tay, -  Twitter,          .   :      ,   ,  .      AI-    (human in the loop).           :       , AI   .     Mihai Milea,     ,  ,    growthchannel.io (https://growthchannel.io/blog/advertising-trends-for-2024-and-digital-outlook-from-the-experts).  SMB-   AI-,                 .


  :

1.   AI.   ,        AI   .        (AI-  Google Ads         )     (DCO  ,   ). , :   CTR      >  DCO;   CPI  performance-  >  AI  .

2.  .   MarTech/AdTech    .     AI-: Facebook Ads  Dynamic Ads (       ), Google  Performance Max  ,  AI  ,     ,   .  DCO   : Smartly.io, Adform, Google Studio, .  ( ).       . :  e-commerce     Facebook,       DCO-,     DSP. ,      (, , )      ( , ).

3.   .    AI+DCO        . :

  /   (, , , )      .

   : , , ,    (, ),   . AI-   .

     (, )         AI ,     .

       ,  AI    :    ,   .        .

4. .   AI-      ,     . , 10%   ,  AI+DCO, 90%  .    CTR, CPA, .     :  , AI-   ,       .          .   Forrester,  DCO      ,     ROI       forrester.com (https://www.forrester.com/blogs/this-holiday-season-gift-consumers-compelling-creative/).

5.  .     AI+DCO   .     AI   . ,  :      ,       ,     (      ,  AI    ,   ).    predictive personalization: AI ,     (   vs  )      ( vs -).            ,  - ,  .

6.  .      AI-.  :   ,   ,  KPI.  ,  : ,  AI      ,    KPI   CTR,    (   CPA).       - (,  ,  AI             ).  A/B    AI      ,  AI  ,      . , Amazon  ,          :     .         AI, ,            .

7. .      (, AI  ),    .  AI   (  ,    -),     (        ),    (--  .  Conversational).  AI-: ,  DCO +       ,    ,  DCO-        ,  .  , ,   AI     ,     2030%    (    100+   BCG bcg.com (https://www.bcg.com/publications/2024/accelerating-ai-driven-marketing-maturity)bcg.com (https://www.bcg.com/publications/2024/accelerating-ai-driven-marketing-maturity)).


     :

    AI+DCO            -,   .     Performance Marketing Manager (Automation)  ,     Google/Facebook       .      Data Scientist/ML-     (,       e-mail).      ,   :   ,    DCO   ,  /,    AI   ( ,     ,     ,  AI).         AI-       ,     ,   .            .      Creative Automation :   +  + -,        .   :   ML Ops     AI-  ,       (,          -       ).        : ,         AI-,      ..    :         ( ,   ,   AI  ), -   data science ( ,     AI).    ,    AI-        .


   :

AI+DCO      . -,        ,      . ,     34  ,   AI-    78 (, , TikTok Ads, . ,   )    .  ,    ,   AI          .    : AI      ,     sale,     nurturing.    :      ,   .   , AI      : ,      ,   ,                      . DCO     e-commerce ( )   -  ,   ,    ( +50%  ROI ).   AI    :      ,    look-alike  ,   .  ,     .



  ,  AI    :

 /Display-:  Google,  (-,     )  must have  performance.

  : Facebook/Instagram Dynamic Ads, TikTok Promote   AI  .   AI-   (, AI-    Story      Telegram-).

 Email-: AI      (,   Stripo  AI-  ,   ML  ,    ).

   :    , product recommendations      ( ).   , ,  AI  :       ,       ,           .

  : AI-   ( ,   ).


,   :

-,  AI-    .     ,           . :          50100      .        (,  )   .       .   , AI        .    (,   ,    ).              .      :     , AI  .     AI-    .    , ,    5% ,     .  ,        . AI    :   .       ,     23  .    : ,  AI    .     ,        . :      , AI         (,    ).   ,    (, maximize conversions value,    conversions).       . , AI   ,   CTR,         .     ,   -   .   +      (,    ,         ).     .    ,  AI  ,       .   -             ,      .


    :

     ,  AI         . AI-   +X   ,   :   ,   .   ,    AI     (CAC , LTV/CAC ),      , , . ,    : D2C-  Stitch Fix    valuation ~$1.6     AI-     ,          ,   .  ,   AI-         ,    ,       (   ).  20232024       AI      -    (: Jasper, -AI,  $125).      AI-        (   Adobe, Google    ).   ,   : AI-washing ( ,    AI,   )   . ,   ,   :  AI      CAC  $10  $7,     5 ,      300%        AI.      .       ,  AI     .     AI+DCO ,              (  ),      .

       :    AI    (    ,    ).     LTV  ,     Net Dollar Retention ( SaaS)    ( e-commerce).       ,    ,       ,        .   ,  ,   AI  ,    ,   ,       ,        .




 3. Social Commerce:    






 :

Social Commerce             .           -,               .  :       2022      $0.5 ,    $2   2025 mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands)mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands).  :  social commerce   13%   e-commerce ($352  2021) mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands)mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands),    live-  30% ( 10    ) mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands)   .         ,      $30  2021 (5%  -) mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands),    . Forrester ,  61%   25   -     mediapost.com (https://www.mediapost.com/publications/article/380153/report-social-media-overhyped-as-sales-tool.html?edition=128420).   Emplifi/Forrester, 83% B2C-          90%   ROI       go.emplifi.io (https://go.emplifi.io/cashing-in-on-social-commerce).

  ?      ,       ,   . ,     ,   :   Instagram  ,    TikTok,  -.        :       . McKinsey  social commerce      :       ,        mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands)mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands).

   Live Shopping (       ):     ,         mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands).     KOL (Key Opinion Leaders)   ,      ,  KOC (Key Opinion Consumers)  ,      mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands)mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands).   : -     ,       mckinsey.com (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands).    :  Forrester 2022 ,  62% -           mediapost.com (https://www.mediapost.com/publications/article/380153/report-social-media-overhyped-as-sales-tool.html?edition=128420).      38% ,     2561%     mediapost.com (https://www.mediapost.com/publications/article/380153/report-social-media-overhyped-as-sales-tool.html?edition=128420).       . Platforms     : , Instagram   Checkout   , TikTok   TikTok Shop  .   2025:   ,  Forrester ,     10%  performance-  social commerce  forrester.com (https://www.forrester.com/blogs/predictions-2025-media-and-advertising/).


 :

 Shein  - - ,  .      social commerce . Shein   TikTok  Instagram:  try-on haul ,    #Shein,    .  202021     -   modernretail.co (https://www.modernretail.co/retailers/how-shein-is-taking-over-social-media-advertising/),  Amazon modernretail.co (https://www.modernretail.co/retailers/how-shein-is-taking-over-social-media-advertising/).      :  2021 Shein   6        ,  94%   (impressions share)  fashion-   modernretail.co (https://www.modernretail.co/retailers/how-shein-is-taking-over-social-media-advertising/)modernretail.co (https://www.modernretail.co/retailers/how-shein-is-taking-over-social-media-advertising/).            $2  2018  $15+  2021.     $100 (2022) storyclash.com (https://www.storyclash.com/blog/en/shein-germany-influencer-marketing/),    .  Shein   social commerce:         ,   ,       H&M  Zara.

 Nike       , Nike      WeChat. Nike  -  WeChat,              ,    .   ( )     push-    .  Nike     Douyin (TikTok):   -   ,   2020     Douyin   200%.   Nike          .

   (Glossier, Kylie Cosmetics):      ,          . Kylie Cosmetics (  )    Instagram:        ,      .      2015     ,       100-   Instagram.  Instagram      Reminders  Shop   ,          .    Glossier (      ):          ,      . Glossier     (#glossiergirl)      :   ($1,2)   4   ,   -  SMM   tribedynamics.com (https://www.tribedynamics.com/blog/glossier-the-millennial-pink-unicorn).

  + AliExpress        .  2020  VK   ,         AliExpress,      VK Pay sostav.ru (https://www.sostav.ru/publication/vkontakte-zapustila-razdel-pokupki-poka-v-nem-predstavleny-tolko-tovary-iz-aliexpress-44500.html).      ,   ,     ,     sostav.ru (https://www.sostav.ru/publication/vkontakte-zapustila-razdel-pokupki-poka-v-nem-predstavleny-tolko-tovary-iz-aliexpress-44500.html).     ,   AliExpress   ,    ,     (   ) sostav.ru (https://www.sostav.ru/publication/vkontakte-zapustila-razdel-pokupki-poka-v-nem-predstavleny-tolko-tovary-iz-aliexpress-44500.html)texterra.ru (https://texterra.ru/blog/kak-ustroena-partnerskaya-programma-vkontakte-i-aliexpress.html).  VK  AliExpress ,       social e-commerce   sostav.ru (https://www.sostav.ru/publication/vkontakte-zapustila-razdel-pokupki-poka-v-nem-predstavleny-tolko-tovary-iz-aliexpress-44500.html).  VK    : Wildberries, Ozon  . :      ,          ,      .

 TikTok Shop       ,     .  -  TikTok Shop  2022   $4 GMV,  :      ,    .      TikTok Shop. ,    PinkBear:    ,    200.   TikTok Shop,     50%.                ,   .


 :

   Facebook/Instagram Shop  Meta  20202021         Instagram,    .   2022 ,         . Instagram       2023  , ,      .    ,   :       Instagram,     (  ). Meta      :     , -    .       UI/UX   ,      .

 Pinterest Buyable Pins    : 2015 Pinterest    ,     /   .        ,   Pinterest   ,      ,   .   Pinterest    (  e-commerce ,   ).

 Fyre Festival (2017)   ,    influencer marketing  .   -        .  VIP-              ,    . : ,   . :        .     ,       .     ,    ,  social commerce  social backlash.

       ,   : Telegram  202122  -   ,       .           .           .     escrow-,   .   :      ,     .


   Social Commerce:

1.   . ,       : Instagram, VK, TikTok, YouTube, Telegram, Pinterest  .      .  :

 Real Estate ():  YouTube (- ), Instagram (  ),    VK  FB   .

 Smart Home ( ): YouTube (), Telegram-  , TikTok ( lifehack).

 /: Instagram, TikTok ( -), Patreon (  -,    ), VK/Telegram (  , -).

  : Instagram , TikTok (/), Pinterest ( ),  (  ).

 Digital- : LinkedIn ( B2B), Telegram ,  FB .

 12  ,  ,   .   : ,       +     VK Pay, Instagram       (  ), TikTok  TikTok Shop (  ,      ). ,      ,   -.

2.     .     -  ,    -.   : ,   ,   ,   .   ,    (VK, Instagram       ).     ,  ,   ,       (,     ). :    Instagram Shop   50   ,   ( ),     View Shop.     ,   ,  ,   .   :    ,   / ,  ,       .

3.   . Social commerce   -.  -:

  /        . ,      ,     ;         ,      ;     ,   ,     .

  :  ,  , .       . :     #     ,  ,   ;    UGC   .

   :    ,    ,    .           ,      .

    :    .    (  ,  ). :       ,   ,     .   :   (    ),  .             /.

 Live-:    .    Q&A  ,   ,   . Live     .  ,   (,        20%). ,   -            ,        .

  :      -  Telegram/VK,        .  Instagram    ,  ,    Stories (       ?    ,   ).

      :     ?  ?    ,  ?   (/) ?     .

4.  .      .    :

  /:  Instagram,   Checkout (    )     Shop    .  VK    (   VK Pay,      ).   (   )   .

   : ,      .     (,  ).    : VK Pay, YooKassa   , PayPal.Me     ,    .  Instagram         ,   .    (   ),  ,  : ,  Instagram DM  Telegram-     , /       ,      .

  :  :      . ,     stories,   ,   12    .      .    :          +  ,          sostav.ru (https://www.sostav.ru/publication/vkontakte-zapustila-razdel-pokupki-poka-v-nem-predstavleny-tolko-tovary-iz-aliexpress-44500.html).   :      (   ),          ,    ( :   ,      ).

     .       M ?,   ?.        .   (   )  : , , , ,      .

  :      ,   .  VK               .  ,     ,  .  Instagram    Stories  .

5.    .    ~1001000    ,       :

  :  ,         . ,  Facebook Ads  Dynamic Ads   (Instagram     ,        ).   VK    .       , , lookalike     ,     -,         . :           .       ( ,  -),     .

   :    ,      (,  ).     ,   ,   .  ,  ,     . :                ,   10%.      .

   :      ,   . ,        :     ,   -  .       .    .     (   )     .

  :  /    .             .     :    ,      .   -  UTM-,      .    ROI     . , ,    50k    CAC  500,     1  CAC  2000 ()       ,  .

    :  Telegram  WhatsApp         .        (Club),    .   LTV,    .

  :    social commerce:   (  ),  ,   ,  ,       .        . , ,         (,    ,    ).   :    vs storytelling   ,    vs  ,  .. Social commerce   , ,     .

6. : Livestream commerce,  .          ,     :

   live-. ,     :      510 ,       .       .      100+ live-  ,     14,     (, ,  , ). Live       ,    .

   .    .  :    ,   (       ).    ,   LTV         ,   ,   .

 Community building (.  8):    .     (,         ,   ).             .    ,  ,    .

 :  social commerce  .        ,  selfpickup  ,     .  QR-  ,    (      QR       VK).     on-offline   .

   :      AI (.  2) ,  ,        ,      .   -,       (    :     , !).


 :

  social commerce      -,   SMM-,  .       :

 SMM-/-     ,  ,   .   ,     ( ).

 -/     (>1000)  ,      ,  ,   ,   .          SMM,    ,  .

 Influencer/PR   ,     ,   ,  .      ,   , ..      .

   e-commerce      , , . ..    ,   :   .   CRM,    .    ,     /    (   ,  ,  ).

 /-  content is king.   ,  ,       ,     .         .    .

       ,        .    ,   ROI.       ,   SMM.

 : ,           TikTok,   Instagram,      .       ,    .            ,            ,   ,  ,   .     .        ,       . ,  -     (     ).


   :

Social commerce          . ,        (   ),   (   ). ,     ,    :

  ( )  ,    .

        .    :    ?  ?  .    Lead Ads  ( FB/IG  ,  VK  )    ,    social commerce     ,     e-mail.

  : SEO,  Google    .  -    .        ,    . ,       Telegram- (  -),     .     .        (   VK).

   :             . ,    email/ (     VIP-)      .  :      ,    .  :     ,  email,   .

       ,   ,   online-    ,  .   : ,      -  . Facebook  Shopify, VK  Bitrix    .  , ,   ,    CRM,  .     .       (      ,       )   .   ,        .


,   :

     .           .       --,    .       .     , lifestyle-.   80/20: 80% /, 20%  . :     ,  20%   5      10   ( :  ,    , ).  ,  .

     .   100k  ,           (   engagement rate).  /       .       500  ,  50k .

     .   ,    .           . Social commerce     .        : , , .    .       5 ,       .

    .      .   KPI: ,  Q1   500   ,        1%  2%.  ,  ,   .  ,    Instagram,        , ,   . ,        .     .

  .       ,       . , SMM-  ,            .  :       ,       ?    ,    ,      ,  - ,  .   ,   .    tone of voice      ,      ,     .

    ,    .       ,         . ,   ,    ,      .       :     ,   ,  UGC ,  ,     .          LTV   .


      :

      ,   .      ,    . ,   Gymshark (  )  ,         -  ,       linkedin.com (https://www.linkedin.com/posts/uncensoredcmo_how-gymshark-built-a-unicorn-with-influencers-activity-7209125411098640384-l2W).  ,          VC, ..  CAC. ,      .   ,  50%       ,   50%         -   ,   .

 , - (brand equity)       .  ,         ,     .     :   ,    engagement rate,  UGC.    B2C  fashion, F&B, consumer apps              . : Clubhouse ()    $4 ,          social ,   ,  .      (,  , Clubhouse   ).

  , ,   -   VK,      :  = . ,          ,   Amazon       .     .  ,    ,    .

 social commerce-     :     (   ),     (  , ..   ).   unit-,    .

           .   ,        iterate.     :    feedback  . ,    -,    .      .

,     :    (Instagram  -     ),   (,  TikTok   ).   :           (email, ) ,       .      .

 ,   social commerce-     :   ,   ?,   user-generated content, .     " " ,   .            ,    .

   ,  ,     VK/Telegram  ..        . ,  Wildberries                   ( $7+)   ,          .

: social commerce       ,          .            ,        .




 4. -  Creator Economy ( )






 :

       ,      2.0. -,   Creator Economy    : , , ,       -.   ,   -  2023  $16     .  HubSpot ,  80%   influencer marketing ,  19%         2024 . ?    : 44%    ,  Gen Z     ,    .

   , - ( 1k  100k )    engagement rate ( 35%)   ,   .   Growth Channel, -       ,        growthchannel.io (https://growthchannel.io/blog/advertising-trends-for-2024-and-digital-outlook-from-the-experts)growthchannel.io (https://growthchannel.io/blog/advertising-trends-for-2024-and-digital-outlook-from-the-experts).    ,        ,     growthchannel.io (https://growthchannel.io/blog/advertising-trends-for-2024-and-digital-outlook-from-the-experts).

Creator Revolution    ,        ,    .         . Forrester ,   B2B-    -: 72% B2B     2022        ,     .

,      influence:   Twitch,  , TikTok-, Telegram-      . ,   Telegram-   :                PR. Creator economy      (Patreon, Sponsor),        ,    .




  .


   .

   ,     (https://www.litres.ru/book/andrey-nikolaeviich-demitriev/marketing-nulevoy-gravitacii-72291751/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .


