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why you need smm: main objectives and benefits for your business

One of the first SMM specialists in Russia, Damir Khalilov, stood on the stage of the largest marketing conference in 2008. The hall was buzzing, but not with excitement. Damir had just loudly declared: "The future of internet marketing is in social networks."

He was up against the elite of internet marketing, and he held the gaze of each one, knowing he was right. As early as 2006, he noticed how timid attempts to socialize the Russian internet were not only changing marketing, but becoming marketing themselves.

14 years have passed. Social networks have democratized information and brought us to a level of communication that previously seemed impossible. They have also taken businesses online and provided incredible opportunities for growth.

SMM stands for Social Media Marketing. The essence of SMM is to showcase a product, service, or brand (whether commercial or personal) on a social platform such as Facebook, YouTube, Instagram, Odnoklassniki, VKontakte, TikTok, Twitter, Pinterest, TenChat, LinkedIn, and others. In short, SMM marketing is a tool for interacting with a target audience through social networks.

What makes SMM so powerful?

According to a report from We Are Social and Hootsuite here, in January 2022, there were 106 million social media users in Russia, equivalent to 72.7% of the total population. This means that SMM specialists are able to reach the vast majority of people in our country.

There are fewer and fewer bloggers and experts who allow themselves to publish a post with sloppy visuals or ramble on for 30 stories with unclear thoughts. After all, their profit depends on it.

SMM marketing improves the quality of information. But that's not all. If you still can't distinguish signs of fate from targeted advertising, then you are a beginner in SMM. Perhaps even intelligence agencies don't know as much about us as Vkontakte or Facebook does. And we voluntarily share this information by filling out our profiles, tagging places we visit, liking things, and clicking on ads.

Who needs SMM?

In short: everyone.

There are no businesses that cannot be represented on social media for increasing sales, establishing contact with the audience, or maintaining brand reputation.

Coca-Cola does not sell through social media, but it maintains its status, reputation, communicates with users, and identifies their wishes. An asphalt plant also does not sell through social networks, but by interestingly showing its daily life and telling about cases, it stands out favorably against other manufacturers. If you need to pave a courtyard, who would you turn to - a plant from a Google search or one that yesterday talked about how it paved a children's playground in your city on VK?

Contrary to common misconceptions, SMM is useful for B2B companies too. After all, they employ the same people as you and me, who sit on social networks and are more likely to choose a supplier with individuality and presence on platforms where you can look at reviews of the product and imbue the values of a potential partner.

What goals can be achieved through SMM?

Every company has a goal. However, business goals and SMM goals are different categories. To promote on social media, a business goal must be transformed into a task for SMM. How to do it? Let's look at the goals that businesses have and which ones can be influenced by social media promotion.

There are 4 levels of strategic marketing goals:

1. Business goals - increasing sales, profits, changing market position. SMM does not work with these goals. They are usually set within the company and look like this:

  • — increase sales and profits by 15%
  • — become #3 in the segment
  • — maintain profitability at 70%

2. Marketing goals involve changing audience behavior in such a way that we achieve our business goals. They answer the question: how should the target audience change to achieve business goals? Example:

  • — increase product loyalty among consumers aged 25+ with high income
  • — attract a new audience to consume the product
  • — increase product usage frequency from weekly to daily

3. Communication goals are achieved through large coverage and creating a community around the product. They answer the question: what action should the consumer take after contacting the advertisement? In practice, such goals may look like:

  • — 30% of the target audience should visually recognize the brand
  • — every fourth representative of the target audience should consider purchasing the product after contact with the advertising message
  • — increase self-care culture: use body lotion every time after taking a shower

4. Media goals are expressed in the format of key indicators, communication channels, and other metrics. For example:

  • — ensure coverage of 80% of the entire target audience of the brand
  • — involve communication channels with high engagement

Long-term business goals serve as the basis for such a complex of goals.

From point A to point B

The goal has been set. What's next?

Take any profession associated with high risk — marketers and SMM specialists also fall into this category — and you'll see that professionals always act based on a carefully thought-out plan and never on impulse.

Builders erect buildings based on an architectural plan. Doctors follow a treatment plan. Pilots follow a flight plan on a prepared route. The same goes for SMM, in order to take a business from point A to point B through social networks, a well-thought-out plan — a strategy — is needed.

Without a strategy, you will waste time and effort on writing posts, creating stories, or shooting videos if you don't have a specific measurable plan on how to get to the endpoint. You wouldn't want to be in a plane with a pilot who hasn't studied the flight plan and is flying blindly, would you?

An SMM strategy is a plan of actions: publications, integrations, interactions, organization of activities leading to a common goal. The strategy does not accept actions "out of nowhere": each publication, every meaning embedded in stories, communication format, and even a response to a comment should bring you closer to the goal.

To do this, performance indicators (KPI) are established in accordance with the goal. Thanks to them, you can understand how things are going and whether you need to change your approach. KPI includes subscriber growth, retention, targeted actions, impressions, reach, engagement, and so on.

SMM marketing is such a business tool that can help you exceed your plan, or conversely, waste time and drain budgets if you don't have a well-thought-out strategy.

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Privacy Policy

1. An overview of data protection


The following gives a simple overview of what happens to your personal information when you visit our website. Personal information is any data with which you could be personally identified. Detailed information on the subject of data protection can be found in our privacy policy found below.

Data collection on our website

Who is responsible for the data collection on this website? The data collected on this website are processed by the website operator. The operator’s contact details can be found in the website’s required legal notice.

How do we collect your data?

Some data are collected when you provide it to us. This could, for example, be data you enter on a contact form.

Other data are collected automatically by our IT systems when you visit the website. These data are primarily technical data such as the browser and operating system you are using or when you accessed the page. These data are collected automatically as soon as you enter our website.

What do we use your data for?

Part of the data is collected to ensure the proper functioning of the website. Other data can be used to analyze how visitors use the site.

What rights do you have regarding your data?

You always have the right to request information about your stored data, its origin, its recipients, and the purpose of its collection at no charge. You also have the right to request that it be corrected, blocked, or deleted. You can contact us at any time using the address given in the legal notice if you have further questions about the issue of privacy and data protection. You may also, of course, file a complaint with the competent regulatory authorities.

Analytics and third-party tools

When visiting our website, statistical analyses may be made of your surfing behavior. This happens primarily using cookies and analytics. The analysis of your surfing behavior is usually anonymous, i.e. we will not be able to identify you from this data. You can object to this analysis or prevent it by not using certain tools. Detailed information can be found in the following privacy policy.

You can object to this analysis. We will inform you below about how to exercise your options in this regard.

2. General information and mandatory information

Data protection

The operators of this website take the protection of your personal data very seriously. We treat your personal data as confidential and in accordance with the statutory data protection regulations and this privacy policy.

If you use this website, various pieces of personal data will be collected. Personal information is any data with which you could be personally identified. This privacy policy explains what information we collect and what we use it for. It also explains how and for what purpose this happens.

Please note that data transmitted via the internet (e.g. via email communication) may be subject to security breaches. Complete protection of your data from third-party access is not possible.

Notice concerning the party responsible for this website
The party responsible for processing data on this website is:

Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

The responsible party is the natural or legal person who alone or jointly with others decides on the purposes and means of processing personal data (names, email addresses, etc.).

Revocation of your consent to the processing of your data

Many data processing operations are only possible with your express consent. You may revoke your consent at any time with future effect. An informal email making this request is sufficient. The data processed before we receive your request may still be legally processed.

SSL or TLS encryption

This site uses SSL or TLS encryption for security reasons and for the protection of the transmission of confidential content, such as the inquiries you send to us as the site operator. You can recognize an encrypted connection in your browser’s address line when it changes from “http://” to “https://” and the lock icon is displayed in your browser’s address bar.

If SSL or TLS encryption is activated, the data you transfer to us cannot be read by third parties.

Information, blocking, deletion

As permitted by law, you have the right to be provided at any time with information free of charge about any of your personal data that is stored as well as its origin, the recipient and the purpose for which it has been processed. You also have the right to have this data corrected, blocked or deleted. You can contact us at any time using the address given in our legal notice if you have further questions on the topic of personal data.

Opposition to promotional emails

We hereby expressly prohibit the use of contact data published in the context of website legal notice requirements with regard to sending promotional and informational materials not expressly requested. The website operator reserves the right to take specific legal action if unsolicited advertising material, such as email spam, is received.

3. Data protection officer

Statutory data protection officer

We have appointed a data protection officer for our company.

Alexander Rusin
Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

4. Data collection on our website


Some of our web pages use cookies. Cookies do not harm your computer and do not contain any viruses. Cookies help make our website more user-friendly, efficient, and secure. Cookies are small text files that are stored on your computer and saved by your browser.

Most of the cookies we use are so-called “session cookies.” They are automatically deleted after your visit. Other cookies remain in your device’s memory until you delete them. These cookies make it possible to recognize your browser when you next visit the site.

You can configure your browser to inform you about the use of cookies so that you can decide on a case-by-case basis whether to accept or reject a cookie. Alternatively, your browser can be configured to automatically accept cookies under certain conditions or to always reject them, or to automatically delete cookies when closing your browser. Disabling cookies may limit the functionality of this website.

Cookies which are necessary to allow electronic communications or to provide certain functions you wish to use (such as the shopping cart) are stored pursuant to Art. 6 paragraph 1, letter f of DSGVO. The website operator has a legitimate interest in the storage of cookies to ensure an optimized service provided free of technical errors. If other cookies (such as those used to analyze your surfing behavior) are also stored, they will be treated separately in this privacy policy.

Server log files

The website provider automatically collects and stores information that your browser automatically transmits to us in “server log files”. These are:

Browser type and browser version
Operating system used
Referrer URL
Host name of the accessing computer
Time of the server request
IP address
These data will not be combined with data from other sources.

The basis for data processing is Art. 6 (1) (b) DSGVO, which allows the processing of data to fulfill a contract or for measures preliminary to a contract.

5. Analytics and advertising

Google Analytics

This website uses Google Analytics, a web analytics service. It is operated by Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA.

Google Analytics uses so-called “cookies”. These are text files that are stored on your computer and that allow an analysis of the use of the website by you. The information generated by the cookie about your use of this website is usually transmitted to a Google server in the USA and stored there.

Google Analytics cookies are stored based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing user behavior to optimize both its website and its advertising.

IP anonymization

We have activated the IP anonymization feature on this website. Your IP address will be shortened by Google within the European Union or other parties to the Agreement on the European Economic Area prior to transmission to the United States. Only in exceptional cases is the full IP address sent to a Google server in the US and shortened there. Google will use this information on behalf of the operator of this website to evaluate your use of the website, to compile reports on website activity, and to provide other services regarding website activity and Internet usage for the website operator. The IP address transmitted by your browser as part of Google Analytics will not be merged with any other data held by Google.

Browser plugin

You can prevent these cookies being stored by selecting the appropriate settings in your browser. However, we wish to point out that doing so may mean you will not be able to enjoy the full functionality of this website. You can also prevent the data generated by cookies about your use of the website (incl. your IP address) from being passed to Google, and the processing of these data by Google, by downloading and installing the browser plugin available at the following link: https://tools.google.com/dlpage/gaoptout?hl=en.

Objecting to the collection of data

You can prevent the collection of your data by Google Analytics by clicking on the following link. An opt-out cookie will be set to prevent your data from being collected on future visits to this site: Disable Google Analytics.

For more information about how Google Analytics handles user data, see Google’s privacy policy: support.google.com

Outsourced data processing

We have entered into an agreement with Google for the outsourcing of our data processing and fully implement the strict requirements of the German data protection authorities when using Google Analytics.

Demographic data collection by Google Analytics

This website uses Google Analytics’ demographic features. This allows reports to be generated containing statements about the age, gender, and interests of site visitors. This data comes from interest-based advertising from Google and third-party visitor data. This collected data cannot be attributed to any specific individual person. You can disable this feature at any time by adjusting the ads settings in your Google account or you can forbid the collection of your data by Google Analytics as described in the section “Refusal of data collection”.

Google Analytics Remarketing

Our websites use the features of Google Analytics Remarketing combined with the cross-device capabilities of Google AdWords and DoubleClick. This service is provided by Google Inc., 1600 Amphitheater Parkway, Mountain View, CA 94043, USA.

This feature makes it possible to link target audiences for promotional marketing created with Google Analytics Remarketing to the cross-device capabilities of Google AdWords and Google DoubleClick. This allows advertising to be displayed based on your personal interests, identified based on your previous usage and surfing behavior on one device (e.g. your mobile phone), on other devices (such as a tablet or computer).

Once you have given your consent, Google will associate your web and app browsing history with your Google Account for this purpose. That way, any device that signs in to your Google Account can use the same personalized promotional messaging.

To support this feature, Google Analytics collects Google-authenticated IDs of users that are temporarily linked to our Google Analytics data to define and create audiences for cross-device ad promotion.

You can permanently opt out of cross-device remarketing/targeting by turning off personalized advertising in your Google Account; follow this link: https://www.google.com/settings/ads/onweb/?hl=en.

The aggregation of the data collected in your Google Account data is based solely on your consent, which you may give or withdraw from Google per Art. 6 (1) (a) DSGVO. For data collection operations not merged into your Google Account (for example, because you do not have a Google Account or have objected to the merge), the collection of data is based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing anonymous user behavior for promotional purposes.

For more information and the Google Privacy Policy, go to: https://www.google.com/policies/technologies/ads/.

6. Newsletter

Newsletter data

If you would like to receive our newsletter, we require a valid email address as well as information that allows us to verify that you are the owner of the specified email address and that you agree to receive this newsletter. No additional data is collected or is only collected on a voluntary basis. We only use this data to send the requested information and do not pass it on to third parties.

We will, therefore, process any data you enter onto the contact form only with your consent per Art. 6 (1) (a) DSGVO. You can revoke consent to the storage of your data and email address as well as their use for sending the newsletter at any time, e.g. through the “unsubscribe” link in the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted. Data we have stored for other purposes (e.g. email addresses for the members area) remain unaffected.

Data processing is based on Art. 6 (1) (a) DSGVO. You may revoke your consent at any time by unsubscribing to the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted from our servers. Data we have stored for other purposes remains unaffected.

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