The past year 2023 brought many changes, especially in the minds of the Ukrainian consumer. War and uncertainty left a serious mark on thinking and priorities.
I would like to highlight the main characteristics of the 2024 consumer.
Informed: Today's consumer has access to phone number database a huge amount of information. This makes them more knowledgeable and critical of advertising claims.
Expectation of personalization. Individual approaches have become the standard. Consumers expect offers and advertising that are tailored to their unique needs and interests.
The value of time. Speed and convenience of interaction have become key. Conciseness and clarity of text, as well as immediate response to customer requests, play an important role.
Social responsibility. Many consumers choose brands that demonstrate social responsibility and environmental awareness. In the context of Ukrainian realities, customers pay attention to the patriotic position of the company (assistance to the Armed Forces of Ukraine, etc.).
Trust and Transparency. In an era of fake news and manipulation, consumers are looking for sources they can trust. Authenticity, sincerity, and transparency of a brand are becoming important factors.
Ukrainian user 2023-2024: what is he like
Let's talk separately about Ukrainian online users.
The war certainly affected the behavior of Ukrainians. . Users had new requests and guidelines.
people are tired and sometimes angry, so businesses with empathetic communication and wow-service are in the lead;
domestic vendors are also switching to the Ukrainian language;
the categories of orders have changed: from military supplies and generators to a return to clothing and phone accessories;
the social position of the brand is one of the determining factors for the buyer;
the number of users has decreased, but the frequency of purchases has increased;
The vast majority of shoppers begin their purchases through a Google search.
At the same forum, one of the speakers, Andrey Dligach, co-founder of Advanter Group, identified 18 key trends for the coming years (after 2024). I will list the main 10 of them.
Complete digitalization of man.
Customers will shop in ecosystems – a 360-degree solution to human needs.
Conscious consumption, focus on ecology
Visual commerce. More content, and even more “tastier”. Visual sales dominate.
Humanity, warm attitude towards the client in the digital world.
AR technologies (augmented reality).
Voice search will increase (60% of queries in the US are already voice).
Business models: subscriptions, F2P (free-to-play), (E)aaS (enterprise as a service).
HwH (human-with-human) – collaboration (the process of cooperation between different members of the sales team, other departments of the company or external partners).
Divergence (the use of diverse, sometimes non-standard approaches and strategies in the sales process).
Ключевые тренды онлайн-маркетинга
Key Online Marketing Trends 2024
Digitalization.
Shopping in ecosystems.
Conscious consumption.
Visual sales.
Warm attitude towards the client.
AR technologies.
Increase in voice search.
Business models: subscriptions, F2P, (E)aaS.
HwH (human-with-human).
Divergence.
That is, if you want to make a user yours (buyer, reader, etc.), you need to create convenient, understandable, friendly, personalized and informative content. Otherwise, the person will go to a site where their questions will be answered in an accessible way.
The undisputed leader in sales in Ukraine is the online store Rozetka.
I provide data from Similarweb.
данные Similarweb
If you go to their website, you can see how they follow the latest trends to attract customers.
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Rozetka Home Page
Key Elements of Effective Sales Copy
Ключевые элементы продающего текста
Key elements of a sales text
Headline.
USP.
Benefits.
Proof.
Guarantees.
Offer.
Call to Action.
I offer a list of the main elements of a sales text with a brief description and examples. We will talk in detail about how to write a title, offer and call to action in chapters 4 and 5.
Headline . This is the first thing the reader sees. The headline should answer the user's main query. The task is to hook, attract attention and make them want to read on.
Examples of striking headlines:
Hair loss? Get rid of the problem in just one visit to a cosmetologist
How to buy two smartphones for the price of one?
10 Axioms of Millionaire Bloggers
Here are examples when the notorious “not” can be used and enhance the effect:
90% of people brew coffee incorrectly
Don't Buy a Car Until You Know 10 Ways to Check It
Unique Selling Proposition or USP . Clearly describes what is unique about a product or service and why it is important to the customer.
Examples of USP:
I did it, you can too! Bypadapada. Webinar "Studying in Korea from A to Z" from a person who went through it himself and now lives in Seoul.
We were students too! The canteen with the most budget prices.
MonoBank. The first mobile bank in Ukraine.
Benefits : Convey information to the user about how the product or service can improve their life or solve their problems.
Examples of benefits:
The hood, which is attached to the bottom of the backpack, will keep your things dry and safe. This is important when hiking when it rains or snows!
The rear seat transformation in this car will help to increase the luggage compartment and comfortably accommodate all members of your large family.
Evidence . Should remove all objections from the client regarding the quality/functionality of the product or service.
Evidence may include reviews, videos, graphics, statistics, and other information.
