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Omni-Channel Data-Oriented Marketing in Russia - 2017 Trends



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While it is already the second half of 2017, it has become possible to make first conclusions about trends and tendencies of this year, as well as to predict further development of digital marketing in Russia. One of the most important trends of this year, as experts say, is the increase in the role of data from various promotion channels and cross-cutting analytics for all channels, which may be characterized as omni-channel data-oriented marketing. Please read more in the RMAA Group article.

2017 basic digital market tendencies in Russia

Let us discuss first what tendencies the experts actually determine when talking about the 2017 digital market status. Firstly, the obvious trend is that the Russian digital market is being revived after the crisis. Digital agencies get more contracts, and client activity is growing. Since 2016 the total number of big tender for digital services of Russian agencies has increased more than twice. By the way, this tendency is also supported by market infrastructure revitalization. New specialized publications open, new prizes and conferences appear while companies launch projects and explore related segments. It is also specific that, according to experts, it will inevitably cause overabundance of digital infrastructure and aggregation and mutual takeovers of market players.

Secondly, a number of directions may be defined in digital marketing that currently take the lead of the field. These are AR/VR technologies, performance, programmatic, SEO, web development and design, DATA, native advertising, machine learning, chat bots, neural networks, and Internet of things. These very directions are most progressive in 2017 and will stay the same in the medium-term perspective.

Thirdly, the experts identify the combination of data and analytics as a key development concept of the 2017 market. It is meant that the focus is not on the ability to use one promotion channel (web site, SEO, mobile application etc.), but complex vision and the aptitude for comprehensive data analysis with regards to your current and perspective clients. The role of the ability to choose the most effective tactical channels with consideration of all available date is increasing.

At the same time, the role of data providers and presence of crosscutting analytics for data from all channels is growing, too. This is also related to the fact that the Internet audience in Russian has almost ceased to grow, and instead of engagement of new audience, the market players have to concentrate on intensive work with the already existing audience.

Omni-channel data-oriented marketing

This key concept can be characterized as omni-channel data-oriented marketing. Today, the definition ‘omni-channel’ is interpreted in different ways, and we will try to give our own definition.

‘Omni-channel’ means interaction between a seller and a buyer (a brand and audience), where various touch points serve as a complete whole, and a company provides a client with a smooth transition from one channel (device) to another, as well as provides multiplatform and multichannel interaction in a single and integral flow. It means that a client, switching over to various communicational channels (web site, mobile application, telephone, SMS, offline shop etc.), does not need to begin communication with the brand from scratch every time, while the brand, in its turn, leads the client from one communication channel to another and keeps the whole interaction story. Besides, it is important for all channels to maintain unified high service standards.

Consequently, the company accumulates much scattered data about its audience that was collected by means of various communication channels. This very data should be analyzed in order to build a marketing strategy. Thus, omni-channel marketing becomes data-oriented.

How to analyze omni-channel experience?

Analysis can be qualitative and quantitative. Quantitative studies will show the stage where your system fails and clients lose interest, while qualitative studies will show what people think about the level of your service.

Quantitative studies

Quantitative studies are conducted, first of all, by means of web analytics. With its usage, you may learn about, for example, the level of conversion that you have on different devices. If, for instance, one of your channels (devices) differs for the worse, this is a sign that it shall be examined more thoroughly. Web analytics can help to understand:

  • How often a user of one or another devices gives up the purchase process without finishing it;
  • What pages have the highest bounce rate;
  • What pages have the shortest and the longest visitation time;
  • What criteria vary, depending on the platform exploited by the user.

Besides, web analytics criteria can be compared with data from offline sales points. However, all data that you will learn by means of quantitative studies is yet to be analyzed from the point of qualitative studies.

Qualitative studies

The following types of studies are used:

  • Net Promoter Score, NPS: a customer is asked to evaluate some criteria of his/her interaction with the company, as well as to answer a question whether he/she would recommend the company to his/her acquaintances;
  • User testing – a test type meaning an observation of people who try to complete various tasks and speak through all their actions;
  • Omni-channel test: observation of a process that includes several touch points – this study is most realistic;
  • Multi-channel test: study of one and the same process with the use of different devices – identification of user experience problems on each device;
  • Tests in shops: usage of interaction experience with tangible products in local sales points – learning how people, being at sales points, use virtual options that you propose.

How should test results be used?

  1. Omni-channel improvements. User tests will help to discover main problems of user experience, which prevent audience from comfortable interaction with the brand. Certain improvements can be made after them, which shall be evaluated by two criteria: complexity and importance for user experience.
  2. Simple changes. One should start with optimization of actions that do not require vast expenses, but, at the same, may have a serious impact on customer experience. It will bring a fast and tangible result.
  3. Resource-intensive changes. Making big changes will require a detailed action plan and a discretionary decision on behalf of management, but the analysis of qualitative studies will provide a clear understanding whether such changes are necessary.

Omni-channel data-oriented marketing is one of 2017 digital marketing trends in Russia. Data collection from various sources, comprehensive data analytics, quantitative and qualitative studies, changes to the marketing strategy based on analytics – these are basic principles of successful promotion in digital marketing in 2017. RMAA Group teal will help you collect and process data from various channels and build a promotion strategy in Russia on the ground of the data collected.

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About the Author

Konstantin Cheranev is a writer for the Blog about Successful Marketing Strategies in Russia. Konstantin creates up-to-date and colorful materials on marketing and advertising tendencies in Russia.

Author Konstantin Cheranev
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