BLOG ABOUT SUCCESSFUL MARKETING STRATEGIES IN RUSSIA

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Blog about successful marketing strategies in Russia, page 5

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MEDIA BUYING

MEDIA BUYING

A review of key consumer values in Russia

GfK, one of the world's leading research companies, presented a review of key consumer values that make producers and media companies re-examine communication with consumers to create goods and services, as well as entertainment and educational content for them. The review was prepared based on the methodology for the study of innovations and factors determining future of markets and certain categories - GfK FutureWave and was presented at the annual "Creative Food GfK" workshop for companies of consumer’s sector and media business.

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DIGITAL MARKETING

DIGITAL MARKETING

"Yandex" has integrated Adfox platform into its ad network

Yandex has integrated Adfox, a Russian technological platform for ad serving, into its advertising network, the platform was bought in September 2014. It will allow advertisers to earn extra income, and Yandex will increase the advantage over other market participants.

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DIGITAL MARKETING

DIGITAL MARKETING

YouTube: Russian users like to watch mobile advertising

YouTube together with Ipsos MediaCT conducted a study, the results show that mobile audience in Russia 1.4 times rather watch ads on their mobile devices than on PC or TV. And almost in 2 times rather share it with friends.

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DIGITAL MARKETING

DIGITAL MARKETING

Mobile - The Main Driver Of Advertising In Russian Social Networks

IAB recorded the lead of mobile technologies in social media advertising global digital-market. The main reason for such a significant boom lies, of course, in the ubiquity of mobile devices, at last year-end the mobile device market was estimated at 7.2 billion euros (annual growth - 15%). It has naturally led to a change in consumer behavior toward greater consumption of mobile content.

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DIGITAL MARKETING

DIGITAL MARKETING

Russian Mobile Internet: results and forecasts

The popularity of mobile Internet is growing rapidly. In 2012, the average user spent 74.4 minutes per day on the Internet, in the second quarter of 2014, this figure reached 108.6 minutes. Following last year, the share of mobile traffic was 4%, and it will increase 15% by 2019, J'son & Partners Consulting study said. The active subscriber base of mobile data is growing significantly faster than on PC: + 36% versus 10% for 2011-2014. Nowadays there are about 99 million subscribers in Russia, the number increased 10% in one year. At the same time, mobile Internet connectivity has reached 70%. 3G/4G network deployment, increase of user audience and consumed traffic has boost the number.

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DIGITAL MARKETING

DIGITAL MARKETING

How to avoid spam filters and land in the inbox of Russian subscribers?

According to the study hold by Return Path company (company that monitors and analyzes email traffic), from all emails sent from around the world for Russian email service providers, only 76% gets into "Inbox" - every fourth message gets into Spam or become blocked. As for emails sent out by Russian companies to the Russian addresses, the situation is even worse: subscribers receive only 64% of the letters on average. Russia, among all the surveyed countries, takes the last place in the share of messages that reach the addressee.

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MEDIA BUYING

MEDIA BUYING

Tendencies of radio advertising in Russia 2015

By the end of 2014, radio advertising has kept a positive trend. The volume of radio advertising revenues increased 2% and amounted 16.9 billion rubles. However, there will be a difficult year for the advertising market and radio is no exception. The 4th quarter of 2014 showed 6% slash in advertising revenue against the same period of the last year. Regional advertising suffered the most (-11%). At year-end, radio kept 5% of all media advertising budgets.

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DIGITAL MARKETING

DIGITAL MARKETING

What and how Russians buy on the Internet?

"Yandex.Market" and GfK Company polled online store visitors and found out how does the retail online trading work in Russia. The Russian market of online trading is becoming more developed and technologically advanced: people actively explore modern methods of delivery and payment of goods.

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B2B MARKETING

B2B MARKETING

Direct marketing market in Russia, overview, perspectives of DM

The market of Direct Marketing (DM) can be conditionally divided in two groups. The first group - a market of direct advertising: mailout for marketing, advertising, PR purposes. It also includes integrated projects and DM. According to expert estimates, DM accounts for 80% of DM market. The second group – a market of mass direct business mailouts, notices, it also includes billing market. For example, Pension Fund notices, land tax, vehicle tax, various invoices, etc.

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MEDIA BUYING

MEDIA BUYING

Russian radio holding is going to sell targeted advertising

Radio holding “European Media Group” (one of the biggest radio holdings in Russia) offers advertisers and advertising agencies a new option - sales directed at target groups starting from April 1, 2015. It will provide direct hit to the desired target group and will become the most effective advertising solution for any task in terms of price, cost per thousand contacts (CPT) and coverage.

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DIGITAL MARKETING

DIGITAL MARKETING

Directories and navigators in Russia – City Guide

Today we continue a series of articles on the Russian navigation systems, which can be helpful formarketing purposes of your business in Russia.In the previous articles, I was talking about 2GIS, Inforino and Yandex.Maps. An article about City Guide is going to be final in our series.

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DIGITAL MARKETING

DIGITAL MARKETING

Google has overtaken Yandex among mobile audience in Russia

A new study by TNS Russia (dated January, 2015) indicates that Google has overtaken Yandex in popularity among mobile users in major Russian cities. Google was ahead of Yandex in popularity among mobile users in Russian cities with a population of over 700 000 people. The data show that in January, 12.7 million mobile users visited Google pages (ru + com), while monthly audience of Yandex page was only 10.9 million people.

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MEDIA BUYING

MEDIA BUYING

Russian "Wokker": No to standard advertising!

"Wokker" - Moscow fast food chain (wok noodles), also engaged in food delivery, practices a strange principle - never use the standard advertising formats. The company management believes that the traditional channels of communication have long been saturated and ineffective because of "ad blindness." Therefore, “Wokker” is trying to seep through psychological defenses, using viral, guerrilla advertising and beyond. We find it difficult to assess the effectiveness of this approach to marketing, but the company's experience is worth studying. Speaking that "Wokker" does not use the standard communications, the company management is cheating a little - the company is a frequent guest on a variety of outdoor events, which it owes much of its popularity. In addition, the brand is very active in social networks, which are also having become the standard of advertising communications at the moment.

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MEDIA BUYING

MEDIA BUYING

David Duchovny in a Sibirskaya Korona (Siberian Crown) beer ad

Beer brand the Sibirskaya Korona (Siberian Crown) featured in viral advertising David Duchovny, the star of the hit shows “The X-Files” and “Californication”. The actor is popular in Russia, besides his ancestry came from Russia. During the shoot, Duchovny explores what his life would be like if his grandfather, a Russian Jew, had not emigrate to America and lists the reasons for pride in Russia. At the same time he fantasises about being the Russian stuff he is speaking about: an astronaut, a polar explorer, a geologist, an actor. Most of these reasons, alas, refer to the Soviet period: the conquest of space and the Arctic, Soviet ballet and Soviet cinema.

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MEDIA BUYING

MEDIA BUYING

Russian mobile operator MTS uses optical illusions in cinemas

An example of successful use of non-standard advertising is the campaign of the Russian mobile operator MTS, promoting standard of 4G mobile Internet. They used an optical motion illusion to show a much higher data transmission rate.

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MEDIA BUYING

MEDIA BUYING

The new reality of advertisement and media market in Russia 2015

The most important projects that will be put into effect in 2015 On January 1st 2015 the rules and laws that media industry will have to obey came into effect. Let`s find out what innovations are in for the market, what will be allowed or banned.

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MEDIA BUYING

MEDIA BUYING

SOGAZ is preparing sport games broadcasting-brand promotion in Russia

“SOGAZ” insurance company has prepared commercials with the famous athletes to be broadcasted during the Russian Football Championship and the Continental Hockey League in 2014-2015. Mikhail Porechenkov, who is the famous Russian actor, is the main character of these commercials, also Vieira de Souza Givanildo, the striker of "Zenit” nicknamed as “Hulk”, shows up in one of the commercials. Everyone whoappearsin the commercials, except Porechenkov, is true athletes.

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B2B MARKETING

B2B MARKETING

B2B Marketing, case – Beeline shares stories of startupers

“Beeline” mobile operator launched a special project called “Plan-B” on RBC.ru site to attract corporate clients.

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MEDIA BUYING

MEDIA BUYING

Puns and Russian national character in advertising of "Polevsky" kvass

High quality kvass (Russian national soft drink, produced as a result of fermentation of black bread) “Polevsky” held an image-building advertising campaign in connection with the re-branding. The star of a comedy TV program «Comedy Club» Alexander Nezlobin was chosen as the campaign identity. The choice was predetermined by the fact that he comes from the city of Polevskoi where the production is located, and the brand was named after. Videos are concentrated on the main competitive advantage of the brand – the kvass is “live”. This means that it was not gone through filtration and pasteurization procedures to increase its shelf life, and also itdoes not contain anyconservatives. Both videos are usingpuns.

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B2B MARKETING

B2B MARKETING

What does the perfect marketing strategy of the present and future look like?

The RMAA Group`s President Vadim Tylik talks about global marketing trends on the 25th Anniversary of the Comvort group in Barcelona. Barcelona hosts the international network’s Annual General Meeting where members and heads of large European business corporations meet up to benchmark.

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