Experimental marketing in social media is a strategic approach that goes beyond standard SMM tools and leverages creative, unconventional, and sometimes even provocative methods to attract and retain audience attention. Unlike traditional marketing, where campaigns are built on proven scenarios, experiments in social media involve the constant testing of new formats, original ideas, and interactive mechanics that enable brands to quickly respond to changes in user behavior and platform algorithms.

In the e-commerce sphere, user experience (UX) directly impacts financial performance. UX is not only about the visual appeal of a website, but also about the convenience, speed, and logic of a user’s interaction with an online store. In the Ukrainian market, where competition among online sellers is growing every day, even minor UX mistakes in an online store can cost lost customers and missed profits. UX audit for e-commerce is a comprehensive site assessment that identifies weak points in navigation, structure, page loading speed, and conversion elements. Without such an evaluation, businesses often fail to notice obvious website usability issues that prevent customers from completing a purchase. It is important to remember that optimizing the UX of an online store is not a one-time task but a continuous process. It includes analyzing user behavior, testing different design options, and implementing solutions that improve convenience and purchasing speed. This approach directly answers the key question for any online business — how to increase a store’s conversion rate without excessive spending on advertising and attracting new visitors. Understanding and promptly eliminating UX mistakes is an investment that quickly pays off through increased sales, higher customer loyalty, and stable profit growth.

Website promotion marketing in Ukraine is not just advertising, but a comprehensive strategy that attracts target visitors, converts them into customers, and retains them for repeat sales. In today’s environment, where competition between online businesses grows every day, it is the right promotion strategy that determines whether a website will generate stable profit. To clearly answer the question of how to promote a website and avoid wasting money on ineffective actions, it is essential to understand what is included in website promotion and which tools work effectively in combination.

Marketing support is a set of activities aimed at sustaining a product throughout all stages of its lifecycle — from the moment the concept is developed to post-launch promotion. It encompasses market research, communication strategy development, positioning, advertising campaign management, and performance monitoring. New product launch is an organized process of introducing a product or service to the market, which includes planning, preparation, and the implementation of a range of marketing and communication actions. A well-planned launch allows you to quickly draw attention to the product, generate demand, and secure sales from the very first days. Market entry is the moment when a product becomes available to the target audience through selected distribution channels. This stage determines the market’s first impression of the product — and, consequently, the future level of trust in the brand. Product launch strategy is a detailed action plan describing exactly how the product will be presented to the market — through which channels, with what message, at what price, and with which marketing activities. It is based on competitor research, target audience analysis, and the company’s business objectives. Brand market entry is a broader concept that applies not only to a single product but also to the positioning of the entire company or a new business direction in the eyes of consumers. It is the process of building brand awareness, reputation, and customer loyalty.

Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content aimed at attracting and retaining a clearly defined audience, with the goal of driving actions that generate business profits. Unlike direct advertising, content marketing does not “sell” directly. It builds trust, increases brand awareness, and creates an informational environment in which the client independently arrives at the decision to make a purchase or order a service. This can take the form of articles, blogs, videos, podcasts, infographics, research, or interactive content. In today’s environment, where the importance of Generative Engine Optimization and AI-friendly content is growing, content marketing must operate on two levels: Classic SEO — ensuring visibility in search engines. Content optimization for AI — increasing the chances of being included in the responses of generative models such as ChatGPT, Gemini, or Claude. This dual focus enables businesses to cover both traditional channels and rapidly developing new sources of traffic.

Generative Engine Optimization (GEO) is a new approach to SEO that takes into account how artificial intelligence (ChatGPT, Perplexity, Gemini, and others) generates answers to user queries. While classical SEO optimizes a website to reach the top positions on Google, GEO focuses on something else — getting into the response that AI has already prepared for the user.

A website’s SEO structure is a logically organized hierarchy of pages and categories that helps search engines understand the content of a site — and makes it easier for users to navigate it. It includes not only menus and submenus, but also clean URL paths, internal linking, topic-based content grouping, and technical settings for proper indexing. Unlike design, which merely visualizes content, the SEO structure is the foundation that determines whether a website appears in search results at all.