So, how should digital marketing activities be carried out in Russia, which has the largest geography in the world with a population of 141 million and an area of 17 million square kilometers? How should the 21 billion dollar trade between the two countries be expanded? The expert team of Digital Exchange, which carries out influencer marketing in 126 countries of the world, made special recommendations for Russia to Turkish brands operating in tourism, export and e-export: “Use Russia's local internet channels. Include Russian social media celebrities in your campaigns. Build a separate strategy for each city of this great country.”
Russia, one of Turkey's most important tourism and export partners, is the scene of the digital marketing efforts of local companies. Turkish brands that want to take their place in the Russian market are doing digital marketing via Youtube, Facebook, Instagram, Twitter and TikTok, especially the country's own social media giants Yandex, VK, OK.ru, Moİ Mir, Rutube. While the number of tourists coming from Russia to Turkey in 2019 before the epidemic was 7 million, this number reached 3 million during the recovery period in 2021. The digital promotion activities of chain tourism companies in Russia had a great impact on the improvement. On the other hand, exports from Turkey to many products, especially vegetables and fruits, exceeded $5.1 billion, again with marketing activities in the digital field.
While the tourism target is set as 10 million Russian tourists in the near term, Turkey-Russia economic relations are planned to increase to 100 billion dollars. Commercial mobility between the two countries directly concerns many items such as tourism brands, airline transportation, logistics, food, white goods and ready-made clothing. Thus, digital marketing becomes more important for Turkish companies for the growing Russian market.
Russians are familiar with Turkish brands but promotion is needed
A series of suggestions came from Digital Exchange, which has carried out global studies on digital marketing, to Turkish brands that want to promote on social media in Russia. Pointing out that Russia has very close cultural and historical relations with Turkey, the Digital Exchange team said, “Russian consumers give special importance to Turkish brands. Undoubtedly, the share of Turkish products consumed by millions of Russians visiting our country during their stay is great. Lastly, 3 million Russian tourists came to our country during the epidemic days and all of them met with domestic brands. Familiarity with these domestic products from the past years also creates a perception of Turkey in Russia.”
It is necessary to concentrate on local channels
The Digital Exchange team warned that Turkish companies should consider internet habits and social media usage in Russia in order to turn this awareness into profit, and gave the following information: “There is an attitude towards using their own social media channels in Russia. Various Russian social media brands such as VK, OK.ru have millions of Russian users. The studies on digital marketing here provide significant gains for brands when the right influencer is used for the right audience. Again in Russia, taking part in search engine ads, especially Yandex, increases the awareness and preference rate of Turkish brands significantly.
Use of influencer and blogger is important
Stating that organizing branding and performance-oriented campaigns in Russia will provide profits for brands, the Digital Exchange team gave the information: “TikTok usage is very common in Russia, as it is in the world. Again, Instagram Reels and VK are rising platforms. It is necessary to pay attention to the use of influencers here. Focusing on promoting the brand and product should be the most important task.” Making a statement that appointing the country's own well-known social media celebrities in promotional campaigns provides more important returns, the Digital Exchange team said: "Russian influencers and bloggers play a very important function in directing the tourists coming from Russia to Turkey. The shares of Russian social media celebrities from hotels in Turkey are getting a lot of interaction. Not only Russians, but also Turkish people closely follow these celebrities and bloggers.”
You need to determine your marketing strategy
Emphasizing that Digital Exchange has carried out many marketing activities in Russia, the following was stated: “Turkey's largest hotel chains work with us in Russia and the Commonwealth of Independent States. Their influencer carries out the work of the market; we also provide services in marketplaces of export and e-export brands such as wildberries and Ozon. Apart from that, we also provide support in market analysis, market strategy and digital processes.”
Pay attention to these points
Drawing attention to the sensitive points that brands should pay attention to while doing digital marketing in the Russian market, the following information was given by Digital Exchange:
-Digital marketing should be done by analyzing the Russian market.
-Russia is a country with an area of 17 million square kilometers and a population of 144 million. Brands should pay attention to which region of Russia the strategy is produced. The marketing strategy considered for Sochi today should be different from the one for Yekateringburg.
-Moscow and St. Petersburg's digital marketing strategies should be separate from each other, other cities should be considered differently. Because we are talking about regions with different flight distances and social structures.
-There are too many digital channels in the country, you need to do market research on which one to sell or teamwork.
05 October 2021 Tuesday tarihinde yayınlandı.
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