Letter I

ICP (Ideal Customer Profile) - profile of an ideal client: company size, industry, decision maker position, budget size, pain points.

Impression frequency - how many times on average one person saw the ad. Low - they won’t remember, high - burnout. The optimum is usually 3–5.

Influencer marketing - promotion through bloggers. In Russia 2026, the main platforms are Telegram and VK, payment is increasingly based on results, not per post.