Curiosities on Digital Marketing in Russia

Russia has great common points with our country both in the commercial and tourism fields. On the other hand, firms in the digital marketing sector are curious about the marketing strategies for the Russian market and the important points to be considered. These companies are trying to earn a share in the Russian market by correctly directing their budgets. However, the digital habits of Russian users are different from the habits seen in the global market, so classical marketing methods are ineffective.

Users in the Russian market use digital products specific to their country more frequently than the products we are accustomed to seeing in the global market. Turkish backgrounds who want to take part in the Russian market need to work in the country's own digital channels such as Yandex, VK, Mol Mir, Rutube, Mail.ru and so on. Of course, channels such as Youtube, Instagram and TikTok are also frequently used in Russia.

Digital marketing in Russia is relatively easy for Turkey, which is one of the countries that Russian tourists frequently visit from past to present. Russian users are more familiar with Turkey and Turkish brands compared to other countries, but this does not prevent companies in the digital marketing sector from promoting more, focusing on local studies and targets. In this article, we will talk about digital marketing in Russia, while at the same time we will touch on important points for digital marketing strategy.

Tend to Special Channels for Russian Users!

We mentioned that the habits of Russian users are mostly in favor of local products. For example, when developing a digital marketing strategy specific to the Russian market, you should primarily focus on ads for the Yandex search engine instead of Google. Reaching your Russian target audience through Google will be very costly compared to reaching through Yandex, you need to manage your budget correctly and create your strategy with efficient advertisements.

Vkontakte and Odnoklassniki

Facebook is one of the most widely used digital channels in the world. However, Facebook ranks 3rd in Russia. Vkontakte and Odnoklassniki platforms, where Russian users are most active, can be perceived as Facebook and Instagram for Turkey. In the field of digital marketing, the world's largest brands carry out social media and advertising activities on these platforms. According to your strategy, it may be useful to allocate a certain part of your budget to get a share from these channels and to do special studies on the cultures of Russian users.

Increase the Use of Blogger and Influencer

You can increase your digital marketing performance thanks to Influencers on platforms such as VK and TikTok, whose popularity is constantly increasing in Russia. Influencer and Blogger ads to promote the brand, product/service receive a lot of interaction in the Russian market and increase the rate of return above expectations.

Determine the Market Strategy Correctly

Russia has a very large geographical area and culture. For this reason, it is very important in which region of Russia you do digital marketing. Before starting digital marketing work, it is very important to know your target audience well and to take the right steps by doing market research. Opening to the entire Russian market by determining a single strategy may cause you to evaluate your budget inefficiently.