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What is a sales funnel and how to build one?

A sales funnel is the customer's journey from the first contact with a brand to purchase. Its stages are: awareness, interest, decision, action. To build one, you need targeted acquisition channels, relevant content at each stage, and an analytics system.

What is the difference between branding and marketing?

Marketing is the tactic of attracting and converting an audience here and now. Branding is the strategy of forming long-term perception, values, and emotional connection with a company. Brand is "who you are," marketing is "how you tell about it."

What metrics are important in digital analytics?

Key metrics: CTR (click-through rate), conversion, cost per lead (CPL), customer lifetime value (LTV), churn rate, engagement rate (ER). The choice depends on the campaign goal — awareness, leads, or sales.

How to create creatives that engage the audience?

Effective creatives solve a problem or evoke an emotion. Use principles: simplicity, contrast, storytelling, social proof. Test different formats (video, images, text) and analyze the response.

What is more important: content or advertising?

These are complementary elements. Content builds trust and expert status, working for the long term. Advertising provides a quick flow of targeted audience. The ideal strategy combines both approaches.

How to analyze audience behavior on a website?

Use tools like Yandex.Metrika or Google Analytics. Look at scroll and click maps, bounce rate, page depth, site paths. This helps understand what interests users and where they get lost.

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