Why am I talking about this? Watching the development of marketing on Telegram, I can’t help but feel like we’re experiencing a repeat of the early days of online advertising. As someone who lived through the early days of digital marketing, I see striking Telegram Marketing Deja parallels between the current situation on Telegram and what was happening in online advertising in the late 2000s. This comparison is not only interesting from a historical perspective, but can also help us avoid the mistakes of the past and develop marketing more effectively in the new environment.
Comparison of the past of Internet advertising and
Telegram Audience uncertainty: Before: When take telegram advertising service placing a banner on a website, we could only guess at the real composition of the audience. Now in Telegram: When purchasing posts in channels, we often don’t have an exact idea of who is actually reading them. Questionable statistics: Before: We operated on the number of impressions, not knowing how many real people saw them. I won’t even mention the target actions on the site. Now: ERR 10% does not give a complete picture of the composition and behavior of the channel’s audience. There is no certainty that these 10% are exactly the people who are “considered” the channel’s audience. Lack of audience overlap data.
It was difficult to assess how Telegram Marketing Deja much the audiences of different sites overlapped
There are no reliable tools for analyzing the intersection of Telegram channel audiences. There were attempts to do this, but they were broken by how to use email marketing to increase blog traffic and sales the lack of understanding of the giants of this “market”. Advertising space “bubble”: Before: There were traffic exchange networks (they still exist, but not in such quantity and quality), which sent traffic between each other, sometimes foisting off cheap, dubious traffic to the outside. Now: Channel owners often exchange traffic, creating a closed ecosystem. At the same time, advertising is sold at exorbitant prices to rare external clients.
This is not a complete list
acomplete one is too boring Some examples Let me give you an example. In the past, when I was working on a media plan for a premium ge lists client, I included 300,000 banner impressions on the internal pages of the Kommersant.ru website. My logic was simple and, it would seem, indisputable: Kommersant is a business audience, which means the brand simply has to be there. However, if you dig deeper, the picture becomes less rosy. 300,000 impressions is about 150,000 unique users with the total site traffic of about 2,000,000 uniques per month. It would seem to be a good reach. But here’s the rub: there simply can’t physically be that many people in Russia who are able to buy a premium product.
And the chances of us reaching exactly
that user were melting away before our eyes. This example perfectly illustrates how we often make decisions based on general ideas about the platform, without taking into account the actual composition of the audience and the likelihood of getting Telegram Marketing Deja into the target group. In the context of Telegram marketing, we face the same problem: a big channel name or impressive subscriber numbers do not guarantee the effectiveness of advertising for a specific product or service. What lessons I learned from this and still apply them, read in the next part.
