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According to the recent data, by now 70% of the Russian population is supposed to be Internet users. It shall be understood that the remaining 30% include people of older generation as well as population of small or remote villages and habitations. As to the young and middle-aged people who live in cities, Internet coverage will reach 100%. It means that nowadays to use Internet resources while promoting on the Russian market becomes a necessity; needless to say that in fact the Internet is the most efficient promotion channel for many goods and services.
Does the promotion on the Russian Internet differ much from the promotion on the Internet in other countries? Yes and no. On the one hand, the same tools as everywhere are used on the Russian Internet: Search Engine Optimization, Contextual Advertising, Banner Advertising, Social Media and Blog Advertising, E-mail Marketing, Cost-Per-Action Mechanisms. On the other hand, there are all-Russian companies which take top positions on the Russian Internet, for example, Vkontakte, the most popular social network among Russians or Yandex, the most popular search engine in Russia. Besides, there are some specific features in behavior of Russian Internet audience.
By the nature of our activity my colleagues and I are dealing with many European, American and Asian enterprises that are interested in promotion in Russia. In this blog, we consider a variety of issues related to the promotion in Russia. Today I decided to talk about how to use Internet marketing tools for entering the Russian market. What are the main online markets in Russia? How to attract Russian Internet audience? How to get the most out of money invested in advertising of goods? Is it good to entrust promotion to agencies in Russia? Is it worth to use services of freelancers or not?
In this article I would like to share our knowledge about efficient tools for Internet promotion in Russia. This means the package of tools which are currently relevant to promotion on the Interment in Russia: SEO, banner and contextual ads, ads on social media, blogs and video hostings and also E-mail marketing. This material is intended for marketers of foreign companies who seek ways to enter the Russian market using promotion on the Internet.
For companies interested in their brand advertising on the Russian segment of the Internet to captivate Russian audience I introduce a new White Paper "Finding your customers on the Internet in Russia — How to go about it?"
The aim of my White Paper is to give you a complete picture of the largest players on the Internet advertising market in Russia and tell you about the most efficient promotional methods on the Russian Internet. The tools described in the book will allow you to:
• Enter the Russian market through online advertising;
• Find an approach to your target audience in Russia;
• Select the most efficient tools for promotion on the Internet in Russia.
Now we'll take a brief look at the contents of the book. First of all, the book provides an overview of the most popular search engines and social media in Russia. As previously mentioned, Yandex is the most popular search engine in Russia (50% of Russian users choose this search engine), and Vkontakte is the most popular social network in Russia (popularity with Russian audience is 73%). So, if you'd like to promote in Russia, you have to use Yandex and VKontakte. A detailed overview of the Russian popular search engines and social networks can be found in the book.
A successful Internet promotion in Russia requires an understanding of your target audience and its interests. First, different users select different search engines, social network or media, communication and news websites. The approach to a user should be chosen depending on a website. Different social media require different tones when approaching to a consumer or absolutely different content, even if they have quite the same functionality. Secondly, you should take into account the specific features of the Russian mindset: it's better not to use some techniques, for example, Russian audience shows a strong dislike for aggressive pressure. At last, thirdly, use Wordstat Yandex and Google Trends that are special services to check whether your offer is in demand prior to launch advertising campaign in Russia.
Further chapters of the book contain information on the specific websites and promotional tools in Russia, including, but not limited:
• SEO (Yandex, Google)
• Contextual advertising (Yandex.Direct, Google AdWords and Begun)
• Meadia-Contextual advertising - banner advertising which are demonstrated with targeting on a target audience (Yandex.BaYan, Mail.ru Group, Begun, Google AdWords)
• Social Media advertising (VKontakte, Facebook, Instagram)
• E-mail marketing
• Cost-Per-Action advertising model: lead generation with the help of contextual ads, cold calls, conversion of organic traffic and affiliate marketing
• Blogging (Livejournal, Youtube, Instagram, ads buying in blogs through exchange market)
To download complete White Paper for free, just click: “Finding you customers on the Internet in Russia — How to go about it?”.
About the Author
Ksenia Kuznetsova is the Editor of the Blog about Successful Marketing Strategies in Russia. She has been working at RMAA Group as a Assistent of Client Service Director since 2015. Ksenia has experience in planning and carrying out of advertising campaigns for foreign companies in Russia.