BLOG ABOUT SUCCESSFUL MARKETING STRATEGIES IN RUSSIA

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Blog about successful marketing strategies in Russia, page 6

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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DIGITAL MARKETING

DIGITAL MARKETING

CPA (cost per action) and CPL (cost per lead) advertising in Russia

RMAA Group operates in CPA-advertising segment which is fairly new for Russia. Followed by Europe and the United States it becomes a very popular marketing strategy that enables to generate targeted treatments of users while minimizing the risk of an advertiser.

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MEDIA BUYING

MEDIA BUYING

Commercial has made a popular Russian TV presenter an internet meme.

Good day! Commercial video clip of “Voskhod” agency created for “Telekarta”, the satellite television operator, gave an unexpected viral effect and initiated development of a new network meme in the Russian internet community. In the video Leonid Yakubovich, the popular TV presenter and showman, is grieving that people overpay for satellite TV. Then cheerful voice announces low tariffs of "Telekarta"

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MEDIA BUYING

MEDIA BUYING

Russian advertising festival "IDEA" 2014

Russian Festival of Advertising called "Idea" has been carried out for the fourteenth time in the city of Novosibirsk. It was attended not only by the Russian companies, but also by representatives of advertising business from the former republics of the Soviet Union. Here is for your attention the works of Russian advertisers and not only advertisers who won the first places in their nominations.

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DIGITAL MARKETING

DIGITAL MARKETING

Begun – Russian Pay Per Click advertising service

The most common services of PPC advertising in Russia are "Yandex.Direct" and "Google Adwords". However, there is one more service - "Begun". ELama.ru estimated that it took only 1.5 percent of the total market of PPC advertising in 2013. Optimists predict the growth in popularity of "Begun", which should begin due to the transition of its service to new and more advanced platform and its integration with such popular web resources as Price.ru – a service to compare prices in online stores, Ferra.ru - magazine about consumer electronics and Ichiba.ru - online store management service.

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MEDIA BUYING

MEDIA BUYING

Advertising of Sochi 2014 Partners and adjustment of small brands

For Russian consumers nowadays TV commercials are the most common contact with advertising. Different studies demonstrate that TV and the Internet have the broadest audience reach. So today we will be talking about TV commercials. Russian TV audience Since the beginning of the 2000s, the proportion of Russians who watch TV daily has decreased, while in the 1990s we observed growth in TV audiences. This decrease is mostly among young people from 15 to 24 years old, while for the older generation respondents this percentage has increased. This can be seen from the survey data table

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MEDIA BUYING

MEDIA BUYING

How an ad campaign of Stimorol Ice contributed to Russian phraseology?

The advertising campaign of the chewing gum Stimorol Ice “Geeks in search of the icy freshness” made by McCann Erickson Russia is remarkable by the phrase from a series of commercials, that ingrained in youth slang. The word “geek” which in Russian sounds as “otmorozok” has “moroz” in its root that means “frost”. It is a slang word that means a thoughtless person who does not care a doit neither about his own life nor about the lives of others. Originally it was applied towards the most brutal thugs of the 90-s, when rampant organized crime was spread in Russia. Later the word meaning softened somewhat, which allowed to use it in advertising.

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DIGITAL MARKETING

DIGITAL MARKETING

Offensive advertising from Rexona in Russia

In summer 2007 the brand Rexona led one of the most provocative Internet campaigns in the history of advertising in Russia. The site Rexona-deo.ru (does not exist at the moment) put a presentation, where Russian women were written about in an insulting way. Something like that they use deodorants less often than European women and therefore have a disgusting smell. Rather rude commercial was broadcasted not only in Russia;it showed the effects of unpleasant smell from the armpits.

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