The e-commerce market in Poland is developing extremely dynamically, especially in the post-pandemic period. Until recently, experts predicted that the annual growth of its value could be even up to 20% – today, these…
Cheap airline tickets, a convenient system for booking hotels or private flats, and the growing popularity of remote work, make more and more people in Poland decide to live on the go. On Instagram…
In these times of fashion for a healthy lifestyle, the fitness industry in Poland is experiencing its best period. Poles have become enamoured with practically everything related to it: healthy food, sports equipment, exercise…
In 2020, Poles spent over 39 billion zlotys on alcohol of different types. Premium spirits enjoyed considerable popularity – Polish consumers for the first time in history reached for more expensive spirits (whisky, gin,…
Clothes, cosmetics, electronic gadgets, food, apps or educational aids – whatever the industry, social media marketing aimed at Polish Generation Z is governed by completely new rules. Are you planning to launch a new…
Research reports on readership in Poland have not been optimistic for years. One consolation is that in 2021, the percentage of people who have read at least one book will rise from 39 to…
Conducting marketing activities for a company with banking and financial services in Poland can be like wandering around in a fog. Especially when you are not aware of the many complexities of Polish law.…
Currently in Poland there are about 100 domestic large and medium-sized, as well as over 300 small and very small cosmetic producers. This is a high figure – Poland is one of the European…
For years, the fashion industry has been accustomed to marketing based mainly on content and visual communication. Newspaper advertisements, billboards with short advertising slogans, right through to TV commercials. In the Internet era, almost…
According to most forecasts, the technology market is currently one of the most stable segments of the economy in terms of development. It is estimated that at least until 2022 it will record constant…
The global digital health sector is huge. Global Market Insights estimates that the market will exceed USD 504.5 billion by 2025. In Poland, activities related to the use of information and communication technologies are…
The fashion sector is one of the most intensively developing industries in Poland. Huge budgets, huge influencers, huge campaigns and huge potential – this is how this market is currently presented in soldierly terms.…
It is a tough nut to crack for a foreign food company to enter and stay in the Polish market. Well, Poles are not the easiest customers to satisfy in this respect. They are…
New technologies are currently one of the fastest growing industries with a steadily increasing target audience in Poland. No wonder then that more and more technology companies decide to spend huge advertising budgets on…
Advertising of law firms in Poland is a rather controversial and unclear issue. According to the Code of Ethics for Lawyers, any form of promotion here is illegal. Does this mean that when you…
Planning to promote your product among the Polish community in the UK? Well… get ready for a tough opponent. Poles in the UK are quite a specific, but interesting target group. When you approach…
Imagine the scenario. You have a great product or service. You do research and you notice that the Polish community in Great Britain will be one of the great target groups. You talk to…
In marketing and public relations, the beginning of the year is a beautiful time for summaries, reports and making ambitious plans for the future. However, all self-respecting PR professionals know that it is not…
If you are a British (but not only) company and want to reach the Polish community in the UK with your products or services, you need to know how and where to do it.…
2020 saw a massive revolution in the world of public relations in Poland. The Covid-19 pandemic made a well-functioning, well-oiled Polish PR department invaluable – especially when sales communication became more focused on dialogue…
Are you launching a new product or service and want to advertise it to the Polish community in Great Britain? Poles in Great Britain are quite a diverse group, but they share a few…
It is said that today is an employee’s market. It is they who decide whether they want to stay with you, or look for happiness elsewhere. This shift in the labour market requires a…
Wise and effective ethnic (aka multicultural marketing) marketing is much more than translating your company’s overall message into other languages. Multicultural marketing is about carrying out comprehensive marketing campaigns targeting specific local ethnic and…
Influencer. Contrary to appearances, their job is not only about adding photos in fashionable clothes and informing InstaStories about the content of their breakfast. It is a struggle to engage followers, respect competition and,…
No matter what you sell or how, your business needs good copy. Social media posts, company blog entries, mailing content, short ad slogans or sales text on a landing page – wherever writing is…
Table of Contents: Who are the Polish millennials? Polish millennials and their approach to brands Millennials and Polish social media What to communicate to millennials from Poland? Millennials are currently the largest age group…
Instagram – a platform for uploading nice product photos and a space for cooperation with influencers. Well… yes. But not only. A well-designed communication strategy via Instagram is the main pillar of marketing activities…
What do you need to know about the Polish VOD market? Polish streaming services have already become an integral part of the marketing campaigns of both large brands and completely new brands that want…
According to Voxnest, Poland is in the top ten of the fastest growing podcast markets in the world – ahead of Canada, Great Britain and Spain. In the first half of last year, the…
2020 turned Polish employer branding upside down. According to the study “Employer branding in Poland 2020” carried out by the HRM Institute, the number of Polish employers who declare having an EB strategy increased…
Are you active in the beauty industry on the Polish market, but you are tired of new influencer Insta Stories with beauty products or make-up, which followers move their finger to the left without passion? You…
Poland is one of the largest gaming markets in Europe, and Poles themselves are still waiting for new products. What is the gaming sector in Poland like? How to promote games for Poles? These…
The beauty products sector in Poland is an exceptionally dynamic industry, but domestic customers are waiting for new cosmetic segments that are able to conquer the local market. Your brand needs a very specific…
It cannot be denied that due to the pandemic, 2020 was a great time for the flourishing of Polish social media. This time, however, instead of successive high-profile sales campaigns and millions in advertising…
2020 was a year of many revolutions – not only in the everyday life of ordinary people, but also for most brands. The way (and time) of using social media changed, as did the…
In Poland, influencer marketing is still one of the most common forms of brand communication. Importantly, however, brands are no longer limited to the largest Instagram players, but understand the concept of engaging creators…
Identifying the upcoming trends in Polish social media marketing is not a simple task. After all, most of our predictions from 12 months ago were almost completely shaken by the global Covid-19 pandemic. It…
It is more and more often said that there is no good marketing nowadays without multicultural (or ethnic) marketing. There is no chance of effectively reaching customers from different countries, cultures or ethnic groups…
Table of Contents: What makes the platform relevant? Number of users in Poland Broad demographics Capabilities of individual platforms Facebook – the basis of communication and advertising Instagram – strong commitment YouTube – the…
Table of Contents: The scope of the offer of social media agencies in Poland What should a social media agency offer? What does the agency specialise in? Portfolio – an obligatory element of a…
Press materials sent to journalists are one of the basic tools for building media relations in Poland. The latest research reports that as many as 77% of Polish journalists use them in their work.…
During the lockdown, the Polish economy really suffered. The latest research on Polish consumers clearly shows that Poles have transferred almost all aspects of their lives to the Internet: work, signing documents, education, medical…
More and more Polish and foreign brands use the topic of ecology in their marketing activities and everyday communication in social media in Poland. Not only is there a growing trend of eco and…
Campaigns in social media in Poland are becoming more and more creative every year. Not only is the number of users of popular platforms growing, but also the number of brands themselves. Advertisers therefore…
In recent years, many interesting PR campaigns have abounded in Poland. More and more brands use creative ways to reach their audience to build a positive image: both through traditional media, social media and outdoor…
Do you manage a foreign brand and want to reach customers from Poland using social media? Firstly, you have to know that applications that are popular in the US or Great Britain will not…
How to plan, implement and measure the effects of an influencer marketing campaign in Poland? How to match the right influencers to the company’s profile and marketing goals? Influencer marketing in Poland is constantly growing in…
As a foreign company, how do you set about starting PR in Poland? What are the most popular and effective types of PR campaigns in Poland? Who to contact for help in carrying out…
Influencer marketing in Poland is currently one of the most often chosen types of online promotions for brands – especially among large, foreign brands. Currently, this market is very diverse, and the most popular…
Influencer marketing, despite being increasingly criticised by specialists, remains one of the most used PR tools in the world. Public relations campaigns in cooperation with influential people from the Internet, and not only, are…
Regardless of whether you deal with B2B, B2C, product or corporate public relations, your actions must always be adapted to the market in which you direct your message. Often, what works in Great Britain,…
According to the results of a survey carried out by the Institute of Public Affairs[1] Poles in Britain are still perceived as cheap labour, people who have come in order to support their families…
If you are a marketer or an entrepreneur who dreams about Polish clientele, well, this article is for you. Below you will find the 10 best ways of promoting your products or services to…
Polish business in the UK is definitely developing. Consequently, British and international brands that have ambitions to earn ‘Polish pound’, spring up like mushrooms. Unfortunately, when it comes to marketing, the reality is sad.…
The retail market in Poland is systematically growing. Poles want to have more and more clothes, not necessarily looking at their endurance. Almost half of us have admitted, in a study by KPMG (an…
The increase in income in Poland is still below the EU average. However, by 2022, it will be over 15 percent higher than the European average. Polish unemployment (currently amounting to 4.4 percent) is…
Poles – who are on Facebook and who on Twitter or Instagram? The latest research shows that over 80.3% of Poles use the Internet. Facebook, Twitter and Instagram are growing in strength among Polish…
How important is closeness and physical touch in strengthening and maintaining relationships? Is social media just a “thief” of our time? Or maybe during this difficult time it can help us maintain and strengthen…
The bio products market is constantly growing in Poland. 62% of respondents would like to buy more and more products of this type. The obstacle is the lack of understanding of what bio is,…
Estimates indicate that the PR industry in Poland is growing in strength from year to year. This trend is noticeable not only in statistics and budgets allocated by clients to communication, but primarily in…
Poles – an average of 55% of them – hold the profession of journalist in higher regard than, for example, a miner or teacher. According to revealing statistics, 35% greater social respect is enjoyed…
The keywords searched by Poles in Google are a reflection of topics that are interesting to them or are discussed in a given year. It turns out that search categories related to travel, shopping…
The first summer sales start in June in Poland. According to the Santander Consumer Bank report – “Poles and money – we love opportunities” – this season’s promotions interest Polish consumers the most. However,…
Poles spent PLN 25 billion on luxury this year, with cars and clothes dominating. In 2019, the luxury goods market in Poland will be worth PLN 25 billion, estimates KPMG. Premium cars remain the…
Family, health and peace are the values that Poles value most As its results show, as many as 80% of Poles indicate family as the most important value. Despite the great socio-political and economic…
• Black Friday has been established in Poland since 2015.• Although Black Friday or Cyber Monday have been organised in Poland for only a few years, they have become firmly embedded in the minds…
Will Poles remain faithful to the tradition of Christmas? Commercialisation of holidays according to 47% of Poles is the main reason for changes in holiday customs and preparations. Every third of us replaces traditional…
October 31 is Halloween in many countries. This custom known in Anglo-Saxon countries is also gaining popularity in Poland. Observing the assortment and interior design of stores in the last days of October, one…
In the last two years, the group of Polish consumers guided by shopping behaviors, mainly promotions, has significantly decreased. Currently, the most numerous consumer segment is passive. For them, the promotion is not a…
The British are most open to possible relationships between their children and people of Jewish nationality. EU residents are increasingly open to gender, ethnic or religious minorities – according to Eurobarometer research published in…
Over 60% of Poles declare that they buy clothing, footwear and accessories in a levelheaded way. 54% are ready to pay a higher price for wardrobe items made in Poland. In turn, nearly every…
Year by year, Santa is becoming more generous in Poland. A Polish family will spend an average of PLN 1,521 on this holiday period, a Deloitte study says. Christmas is a special time also…
Generation Z (people born after 1995) currently constitute 20% of the population in Poland. The oldest are 24 years old now. They grew up with smartphones, Snapchat, Twitch, and YouTube, surrounded by technology. From…
Currently, there are many airlines from all over the world that fly to and from Poland. Some are low-cost airlines (and their number is systematically increasing), some are regular lines. The former mostly focus…
The gaming industry is relatively homogeneous on a global scale. All countries cooperate, which is evidenced by many worldwide online tournaments such as, for example, Fortnite World Cup. In Poland, the gaming industry is…
Influencer marketing has been one of the hottest topics of recent years, especially in the digital marketing world, as it can give excellent results regardless of the type of business. However, retail business seems…
In our article about digital trends for 2019, we wrote that we can expect a quick boost in social commerce. Although the world’s biggest brands already know how to take advantage of the possibilities of…
Teens are a particularly demanding target group for all marketers. Communication with them is a constant pursuit of the latest, hottest trends. The fashion industry faces an even bigger challenge — whether demanding teenagers…
Many Poles live outside of Poland. Therefore, the demand for money transfer services is constantly growing. The market is constantly expanding and becoming more difficult to gain the trust of already distrustful Polish customers.…
The children brands are one of those that, as many people think, are promoting themselves. After all, kids are the most susceptible target and it would seem that a colorful ad is enough to…
2018 is officially over. As a December was the time of summaries, in January every marketer tries to make some predictions for oncoming 2019. Last year was a great period in Polish social media.…
Christmas is getting closer and closer, and we are under constant attack by advertising messages from every side, in every medium. A good marketing campaign should contain elements for a variety of platforms, especially…
Christmas and the beginning of the New Year is a very intense period in every marketer’s life – especially if their target is the B2C industry. It is a time that can bring extraordinary…
Alcohol producers in Poland still advertise mostly on TV, but the Internet is increasingly encouraging them to spend advertising budgets on Google Ads or social media. Also, thanks to advertising targeting, on the Internet…
The Polish influencer marketplace is constantly expanding, and although the importance of micro-influencers is growing, the biggest are becoming even bigger and more powerful. This applies especially in the beauty industry. Who are the…
The fundamental role of Public Relations is to build awareness and the loyalty of customers, as well as increase the position of the brand on a market. This is not possible without the creation…
An increasing number of followers (or subscribers) and big engagement rates confirm that a well thought out influencer marketing campaign with matched influencers not only builds a better brand image, but can also increase…
Each company must be visible so that its offer will reach potential customers. The job of Public Relations professionals is to build the awareness and image of a brand, as well as to influence…
Taking your product to a foreign market is one of the most difficult tasks in a business development strategy. Many Polish brands have decided to expand into the British market where Polish citizens are…
Over 10 million Poles live outside Poland and over 38 million in Poland. Understanding demographics and the psychological profile of Poles are the keys for a successful communication strategy for any digital marketing Polish…
Some businesses wouldn’t even exist without content curation. Regardless of whether you are building a personal brand, or a company blog, curating expert articles is the way to go. It not only gives you…
Ethnic marketing is always a challenge, especially when it comes to promoting a foreign brand in the UK. First of all, you have to take into account that, on the whole, you have to…
20 years ago no one could imagine, let alone dream, that flights would be as cheap as chips and with good planning skills you would be able to travel across the entire world without…
The tourism market in Poland is changing. Poles are maturing as tourists, and are becoming more aware consumers. According to a report by the Polish Chamber of Tourism, entitled “Poles’ Holidays Abroad in 2017”,…
You have probably heard the term “slow life”. It refers to quality of life, where consuming organic and natural products is a must. Trends such as hygge or lykke are drawing our attention to…
Globalization and an overcrowded market, aligned with growing customer expectations in terms of the standard of products or services, means that more and more companies are forced to redefine their business models, reach for…
Investor relations are activities aimed at building and maintaining positive relationships with the investor environment of an organisation that, with shareholders, potential shareholders, strategy investors, and other entities that constitute the basis and support…
Poles willingly buy cosmetics in chemists, as this is consistently the most popular sales channel of beauty products, although cosmetics are also offered in discount stores. Experts predict that in the course of time…
Influencer marketing seems to be the most popular marketing trend of recent years. Without doubt, it is more often the first choice for Polish marketers, including the biggest, international brands. It appeals to big…
Don’t have an idea for a Facebook post that will engage your fans? Here are 5 examples from our Polish campaigns that will really help you. 1. Make a choice Choosing A/B works well…
Actually, everybody buys clothes; it’s a fact of life…. Many Poles buy online, but for most a visit to a high street shop is still indispensable. The possibility of trying on products, or at…
It usually takes a lot of time to convince people to buy, unless you rely on impulse buying, aimed at selling as many products as is possible, either by presenting them, or organizing a…
Today we are evaluated on the basis of what information about us can be found online Execute an audit of your online brand to see how it is perceived now Create a vision according…
50-60 million Facebook profiles have been uploaded by Cambridge Analytica – The Observer reveals. Are you still impressed by Thump’s triumph? Do you know what the biggest players do to achieve outstanding results and…
The over 1 million Polish population in the UK, jointly with other EU immigrants adding up to 3 million now, has had a significant impact on the British economy. Poles come to the UK…
Growth hacking refers to growth strategies that combine a few skills, such as digital skills, social media savvy, marketing experiments, data usage and creativity. It appeals not only to entrepreneurs, but also to well-established…
In 2018, we tend to think that by now, we have seen it all. Since your digital footprint is a must have for any brand, we all invest in a website. Surprisingly though, every…
Since ‘Content is King’ became a buzzword, organizations all over the world have consistently put a lot of effort into creating content. Every marketer knows by now that creating interesting, original and useful content…
There is no doubt about the importance of social media in today’s marketing landscape. We share, we like, we tweet, post Instastories and use hashtags on a daily basis. But not everybody knows what…
Traditional marketing is a little bit like a guessing game. Although we use complicated metrics to measure results, we still cannot plan effective campaigns without using neuroscience and the right mindset to create the…
A good marketing funnel provides unique value at every step of a customer’s journey. It gives the audience what they desire, and satisfies their needs. In this ideal situation, video marketing is one of…
Content plays a leading role on the Internet and this trend will definitely be still noticeable in 2018. All visual materials – graphics, photos and videos – are becoming more and more significant. Now,…
If you are working in the marketing industry or running your own business, you surely know how important visual assets might change a client’s perception of your brands. It is worth remembering that visual…
According to National Statistics, over 75% of children born in some areas of the UK last year were of foreign origin, 3.3% of whom were Polish. In 2015, babies born to Polish parents in…
Banner advertising is still increasingly popular, even though it has been on the market for at least 18 years – but is it really worth the effort? A typical user is served approx. 2000…
Expectations from today’s marketers are increasing almost every day, and they are coming at us from every angle. We have to fine-tune our technical skills, and continually up-date ourselves on trends and the community’s…
We are living on the edge of the information and experience era. Almost everyone has their digital identity, which is demonstrated by social media profiles, websites or even e-mail addresses. A great majority of…
Multicultural audiences have become the fastest growing segment of consumers in Great Britain since 2004, with a growing demographic of more than 3.5 million people from Europe. According to The Migration Observatory approx. 2.2…
Against all the odds — Brexit, EU crisis, refugee flood to the Western World – Poland is continuing to grow economically stronger than ever before. According to recent figures, the country could become a…
I am sure that you have heard the phrase, ‘content is king,’ hundreds of times. We all know how important it is for brands to find appropriate language and message for their communication. But,…
When we think about the future, most of us can say that it is unpredictable. For instance, who could have predicted more than a year ago, that in 2016 we would have major changes…
What do you think about first, when it comes to creating communication strategy? Is it brand identity; is it brand values, sales goals, ROI? In this digital era of information, when letting audiences experience…
Are you still attached to the classic, impersonalized, marketing approach targeted at demographic segments? It is time to change! Your customers are no longer looking for long, detailed information about products, or salesy stuff.…
Have you ever wondered why your marketing campaign is not effective and the audience is not connecting to your brand? Or why brands like Coca-Cola or Apple are still the top choices for many…
The Polish luxury goods market is only just developing, but Polish clients are becoming more and more conscious of it. Their expectations and demands are increasingly more discerning. And the role that the Internet…
Is Software as a Service a typically Polish idea? Seven good Polish examples in which the efficiency of a marketing message goes hand in hand with business effectiveness. Get to know 7 helpful Polish…
After the UK leaves the European Union, other European capitals may have their day. What does the Warsaw brand offer its customers? People from other countries are more and more interested in Poland and…
The Polish mobile telecommunications market is one of the most saturated markets in Poland. The endeavour to attract customers includes not only low rates and smartphones for PLN 1, but also some rivalry in…
Blog forum Gdańsk is the most important meeting of bloggers and Internet creators in Poland that takes place in Gdańsk every year. This year the main topic of the conference was: “Do bloggers change…
Do you still wonder how to communicate with the Millennials? Forget about it! Now Generation Z, which is completely different than the previous one, comes into play. In Poland this group, which is 50%…
German Lidl and Portuguese Biedronka have been competing with each other in the Polish market for many years. It is obvious when we, for example, look at their promotional offer. However, this year the…
The so called economic patriotism of Poles is getting stronger. Increasingly, Poles are guided by the following principle: “When I buy domestic products, I support the development of Polish producers and the Polish economy”.…
New Polish fashion brands are characterised by unconventional marketing activity. A history of a brand is created not only by a company itself, but also by its clients, ambassadors and well-wishers. Here are 5…
Family 500 plus is a government programme under which parents receive PLN 500 a month for the second and each next child, no matter how much they earn. It was introduced mainly in order…
The number of Polish companies that sell their products successfully is constantly growing, especially in Europe. This situation is not only due to lower labour costs in Poland and a favourable PLN rate, but…
Probably each of us has come across a hostess wearing the uniform of a flight attendant, handing out some tourist office business cards, and we have also admired acrobats and fire-eaters, while tasting some…
The content marketing revolution is a reality, so how do you take advantage of its beneficial results as a representative of a small or medium-sized business? Learn from experienced publishers! Joe Pulizzi, the evangelist…
There are thousands of different products on the market and even more information about them. What are the latest fashion trends this season? What to buy in spring? How to wear it? Polish fashion…
All 4 Comms engages in external communication. However, as we are also perfectly aware of how important internal communication is, we would like to offer some advice on how to take care of it…
We usually work for big companies, but there are also smaller firms and individuals among our clients. Although the scope of operations does not usually influence the popularity of the news, smaller companies often…
Everyone likes stories and Poles specialize in telling them. Both big and small companies have found that consumers like stories so they have decided to tell them more often. Three examples from the Polish…
Social campaigns aim to change Poles’ behaviour, by shocking, teaching or entertaining them. In recent years, we can observe that because of limited budgets, as well as a deluge of information, campaign creators often…
Blogosphere is very popular, and even trendy in Poland. There are new blogs popping up all the time and numerous events and competitions are organised for bloggers. There are a number of specialist tools…
Not only has social media in Poland started a new era in brand communication, they have also created new tools that allow for their maintenance. Social media maintenance tools are not only typical to…
Copywriting in Polish The content marketing revolution is increasingly gaining ground in Poland. A growing demand for good content resulted in the diversity of books with advice on how to write better. Get to…
An event is one of the most important tools used to shape a company’s reputation. In order to organise a successful event we must take into account such things as venue, people and atmosphere,…
Some people claim that, “PR is dead”. The American author Robert Phillips has even published a book entitled: “Trust Me, PR is Dead”. However, this doesn’t seem to be the case in Poland! Of…
How to write newsletters and e-mail marketing messages? Polish and American marketers unanimously say, ‘write such a text that you would like to read yourself!’ Before writing the content of an e-mail, you must…
An effective LinkedIn channel can support your sales department, build up the reputation of your company as a leader in a specific brand, as well as attract suitable job applicants. Your business can take…
Social media means people, so the best way of engaging your fans is to come up with new ideas, not tools. Immersed in Buffer’s and Sotrend’s statistics, we tend to forget that emotions are…
Contents created by a brand educate, engage and entertain. Content marketing – the trend that has put production and distribution of content in the centre of communication specialists’ activities – is currently spreading on…
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