BLOG ABOUT SUCCESSFUL MARKETING STRATEGIES IN RUSSIA

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Blog about successful marketing strategies in Russia, page 6

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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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B2B MARKETING

B2B MARKETING

Why 50% of your advertising budgets are wasted in Russia?

What should the commercial be like and how to script the advertising message? What should advertising communication contain to make it work to increase sales with the maximum efficiency? Unfortunately, the exact answer to this questionwill never be found, as long as every business is different and identical circumstances in all occasions do not exist.

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MEDIA BUYING

MEDIA BUYING

Transit advertising market in Russia, Transport Ad in Russian cities

Today advertising on transport is a growing segment of the advertising market. Despite of the fact, that this type of advertising has already proved its effectiveness, its development is complicated by almost complete absence of large sellers. Advertising surfaces in each city belong, as a rule, to different transport companies, moreover - one type of transport in one city might be owned by several companies-owners. We can only hope that the market eventually will be structured and a seller finally will appear.

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DIGITAL MARKETING

DIGITAL MARKETING

In a social media where users hate ad, tits will help a marketer

LiveJournal used to be a major Russian social platform, but now it has given ground. Despite the high traffic, it has always been difficult to use “LiveJournal” in social marketing because of the snobbish attitude of users. It is accepted here to demonstrate intelligence, wit and creativity. Usersare ticked off advertising getting into their news feed. Repost function appeared in LJ relatively recently and it is not actively used. Nevertheless, there are some examples of successful social campaigns in LJ, and you will learn more about one of them.

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DIGITAL MARKETING

DIGITAL MARKETING

Directories and navigators in Russia – Yandex Maps and Navigator

Today we continue a series of articles on the Russian navigation systems, which can be helpful for marketing purposes of your business in Russia. In a previous article, I was talking about 2GIS and Inforino, today we are going to talk about Yandex.Maps.

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B2B MARKETING

B2B MARKETING

Exporting: The Definitive Guide to Selling Abroad Profitably.

We are glad to announce the upcoming book called "Exporting: The Definitive Guide to Selling Abroad Profitably" by Laurel J. Delaney. Laurel is founder and president of Chicago-based GlobeTrade.com, a management consulting company that helps entrepreneurs and small businesses go global.

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B2B MARKETING

B2B MARKETING

White Paper: Effective B2B marketing strategies in Russia

We would like to bring to your attention to the White Paper 'How can a foreign company enter the Russian B2B market? Effective B2B marketing strategies in Russia' written by Vadim Tylik, the Founder and the President of RMAA Group. The E-book reveals how foreign companies can easily find Russian b2b customers.

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DIGITAL MARKETING

DIGITAL MARKETING

Directories and navigators in Russia – Inforino Russia

Today we continue a series of articles on the Russian navigation systems, which can be helpful for marketing purposes of your business in Russia. In a previous article, I was talking about 2GIS, today we are going to talk about Inforino.

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DIGITAL MARKETING

DIGITAL MARKETING

Directories and navigators in Russia – 2GIS Russia

To promote products and services in Russia it is better to use the local electronic services, as they are more popular than international ones. In this review, you will find descriptions of the most popular applications of navigators and electronic directories in Russia, as well as the brief guidance for using them to promote products and services of your company.I decided to divide the subject in several articles, so that information could be more compact and convenient for our blog readers. So, today we are going to discuss 2GIS. In the following articles, we are going to talk about equally popular Yandex.Maps, Inforino and City Guide navigation systems.

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MEDIA BUYING

MEDIA BUYING

How to use the national dislike of Russian towards the police in advertising?

A great example of the viral video based on Russian national mentality is a video of talking hamster. To understand why Russian users consider it so amusing you need to know some local specialties. Traffic police is if not the most corrupt of the internal affairs division in Russia, at least those whose dishonesty is the most striking. When the driver is offered to pay his way outrather than to pay an official fine for a traffic violation - it's not so bad. In many cases bribes areextorted from those who brokenothing. This became a source for a whole genre of popular videos on YouTube, when a driver armed with a camera and the excellent knowledge of the laws and traffic regulations, argues with an inspector and winsmaking the guardian of order ashamed. In this case it is not the matter of traffic violations, but the video with the “favorite” character mocked by the toy in Russia became popular and they gladly send it to each other.

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DIGITAL MARKETING

DIGITAL MARKETING

Russian and European internet customers. What`s the difference?

This article is about the peculiarities of Russian internet audience and about some features of LEADs generation in online stores. It will be useful for both businessmanobserving the Russian market and those who are already doing business in Russia and want to increase the conversion of their websites.

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B2B MARKETING

B2B MARKETING

When is it profitable in Russia to position goods as foreign?

When promoting goods to any foreign market it is important to consider the consumer mentality of the local population. It forms due to various reasons: 1. National, cultural and historical traditions; 2. Stereotypes fixed in the processes of the trade relations between countries; 3. Market saturation.

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MEDIA BUYING

MEDIA BUYING

Kvass “Nikola” is a commercial that appeals to patriotism and positioning through denial

In 2005, the company “Deca” began to produce kvass (traditional soft drink) “Nikola”. Brand name is the archaic reduction of the Russian name “Nikolay” which highlights traditional and archaic character of the beverage and appeals to the liaison with national roots. At the same time it sounds like “notcola”, and this is not a coincidence. The task set by marketing managers of “Deca” was to create a national scale brand for relatively little money. So they decided to fit in with large multinational brands such as “Coca-Cola” and “Pepsi” and position through their denial.

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B2B MARKETING

B2B MARKETING

How to determine if your brand will be a hot new topic in Russia?

Russian market research: A piece of cake? How to determine if your brand will be a hot new topic in the Russian market. The key to the success of your Company is not only a great product, but also professional advance-preparations. If you haven`t done the market research The most common mistake is the absence of market research (failure to take competitors into consideration, incorrect estimates of consumer demand etc. will cause you to fail when trying to conquer the market).

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