Boris Dzhingarov

Marketing Manager, ESBO

How to Use Gamification to Boost Engagement without Crossing the Line

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Grabbing and holding customer attention is tougher than ever. Standard marketing tactics often struggle to cut through the noise. So, how can brands create deeper, more meaningful connections with their audience? Enter gamification. https://pixabay.com/illustrations/xbox-controller-gamepad-gaming-8223478 Used thoughtfully, gamification can transform mundane interactions into exciting experiences, boosting engagement, loyalty, and even conversions. However, there’s a fine line … Read more

Conversational Commerce Best Practices for Brands in 2025

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In 2025, customers expect instant gratification and seamless interactions. Gone are the days of waiting on hold or navigating complex website menus for simple answers. Enter Conversational Commerce – a transformative approach that leverages chat, messaging, and voice technology to engage customers, drive sales, and build lasting relationships. As we look forward, mastering this strategy … Read more

Visual Search Optimization: How Companies Can Prepare for the Emerging Visual SEO Landscape

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Search Engine Optimization (SEO) is always changing. What worked five years ago, or even last year, might not be the best strategy today. One of the biggest, most exciting changes happening right now is the rise of visual search. This means people are using images, instead of just text, to find what they’re looking for … Read more

How Genuine Micro-Influencer Marketing is Changing the Psychology of Persuasion

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No matter where they turn, consumers are constantly bombarded with advertisements. It’s like walking through a never-ending marketplace, with everyone shouting to get your attention. Because of this, people have become more selective about who they trust and what they buy. This is where micro-influencers and the psychology of influence come into play. This article … Read more

The Rise of First-Party Data: How Brands Can Thrive in a Cookieless World

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The internet is changing. For years, many companies have relied on something called “third-party cookies” to track what people do online. Think of them like little digital breadcrumbs that websites leave on your computer to remember you and see what you’re interested in. This helps businesses show you ads that are more relevant to you. … Read more

The Rise of Nano-Influencers: Building Genuine Connections in Niche Communities

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In recent years, the influencer marketing landscape has shifted away from a focus on big-name influencers with millions of followers. Instead, brands are increasingly collaborating with nano-influencers: ordinary people who have gained loyal, niche followings of 1,000 to 10,000 followers. While they may not have the massive reach of celebrity influencers, nano-influencers build deep connections … Read more