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Mobile marketing in Russia

16.11.2020

The number of mobile Internet users in Russia continues to grow. Nearly half of Russians use mobile devices to surf the net and make purchases. About a third of them, i.e. 20 million people count to so called mobile-only users – they don’t use PCs for Internet access preferring mobile devices instead, as stated in the recent survey of Mediascope.

 

In this article we will talk about mobile marketing in Russia as it is one of the most important part of promotion strategy for those who want to start their business in Russia.

 

Some statistics

 

Smartphones are Russian’s favorite gadgets. They have outrun tablets and neared desktop computers as the most frequently used devices for Internet access. About 54% of Russians browsed the Internet from their smartphones – more than twice as many as from tablets that own 19%.  Experts point out that the preference for smartphones for surfing the net could be explained by low costs of mobile connectivity in Russia, numerous possibilities for free WiFi access in public places and by relatively low costs of high quality mobile devices.

 

As a result, users prefer to purchase on the Internet from the smartphones. About 35% of all online purchases are made from mobile devices.

 

So what do Russians usually buy on the Internet:

 
  • 1. Children’s goods (30%);
  • 2. Beauty and health (24%);
  • 3. Electronic devices and household appliances (16%);
  • 4. Furniture and household goods (9%);
  • 5. Garden utensils (8%);
  • 6. Food (5%).
 

All these statistics show that users in Russia will continue to make purchases from the smartphones. So brands should also build their marketing strategies based on this information.

 

Mobile advertising in Russia

 

The growth of mobile Internet and the flourishing of m-commerce in Russia caused the growth of mobile advertising as well. The market of mobile advertising in Russia is estimated to increase by 30% every year.

The strategies of mobile advertisers are designed by mobile users’ behaviour. Big Data are the key words in mobile advertising in Russia as well as worldwide. The possibilities to gain and process huge amounts of data lead to a significant transformation of advertising techniques.

 

Advertising is getting particularly targeted at the audience which is potentially interested in an offered ad. This narrows down the target audience and helps to make mobile advertising more effective. As Russian giant Mail.ru reports, narrow targeting has become a prevailing trend in the Russian mobile advertising. It enables to display advertisements to a certain small group of people or even to a singular person.

 

What instruments of it should you use?

 

There are numerous formats of mobile advertising available in Russia. We will describe just some of them.

 

Contextual advertising

 

This type is context-based ad adapted for screens of mobile devices. It is one of the most popular in mobile industry in Russia. The context of search on mobile Internet, i.e. search conditions, semantic features, keywords etc. defines the selection of ads shown on the device. While looking for products and services which meet their needs, Russians use their smartphones to get quick information about possible solutions, read descriptions and compare prices.

 

The reaction of Russia’s leading search engine Yandex to such behaviour was creation of a new feature allowing mobile device targeting. There are two types of targeting available on Yandex.Direct, the search engine’s service for mobile contextual advertising: advertising on mobile websites and in-app ads.

 

As well as on desktops, contextual ads on mobile devices are displayed on Yandex’s search page as results of a user’s search query on Yandex.

 

The difference is only in the number of ads which is slightly larger on desktops than on mobile devices. Besides adverts can also be displayed on Yandex ad networks and ad exchanges.

 

In-app advertising

 

Yandex also offers three formats of in-app advertising for iOS and Android operating systems:

 
  1. 1. Banner – a special ad slot integrated into the app’s content or displayed above it.
  2. 2. Interstitial – a mobile RTB slot with Yandex contextual, display or video ads placed on top of the app’s content.
  3. 3. Native ad – a slot with Yandex.Direct ads perceived by users as the app’s original content.
 

SMM

 

Russia’s biggest social media offer advertising in their mobile versions as well. Ad formats are the same as on Instagram or Facebook: video ads, carousel, banner etc. For example, VKontacte and Odnoklassniki have recently launched a new advertising format for all mobile platforms – promotion of posts. Such adverts are displayed directly in a user’s newsfeed which is expected to reach greater ad awareness and attract more potential customers.

Targeted advertising

 

In VKontacte or Odnoklassniki you can set up ads especially for the mobile devices.

 

Mobile targeting involves addressing certain target groups on mobile devices. The ads are based on user-oriented criteria and are adapted to the technical requirements of smartphones.

 

These are just some of methods of mobile marketing in Russia. If you want to develop your business there and you are interested in this area of advertising, contact us, and we will help you with an effective promotion strategy!

Targeted advertising in Instagram for dealer and manufacturer of medical equipment

Our agency has a large experience in setting up targeted advertising in various social networks. Before launching a campaign, we will analyze the audience, create relevant ads and develop creatives based on the customer’s wishes.   In 2020, we set up targeting for Endomed – a distributor of medical equipment.   Read more in the article.   Goals and objectives   The goal of the project was to increase the number of orders for products.   To achieve it, the following tasks were set:   1. Analysis and parsing of the target audience2. Creating the concept of advertising publications (texts, creatives)3. Launching and tracking campaigns4. Summary of results, preparation of reports   Before we share the project, let’s have a few words with the company.   About the customer   Endomed is a dealer and manufacturer of endoscopic and electrosurgical equipment, endoscopic systems and systems for the diagnosis of osteoporosis, as well as devices for video capsule endoscopy. In addition, the company is a service center – repairs devices, provides advice on their operation for medical personnel and conducts training sessions.   The brand has been cooperating with private and public hospitals for 24 years, providing them with high-quality equipment.   Over the years, Endomed has managed to serve more than 3,000 customers.We started working with the organization in 2020, and one of the areas of promotion was setting up targeting in the social network Instagram.   Implementation   Analysis and parsing of the audience   The company has a website, and is also promoted through Instagram. The page contains news, information and sales posts.   When collecting the audience, the following parameters were taken into account: gender, age, social status, field of activity and interests.   We used several sources for parsing:   1. Subscribers to the pages of your competitors 2. People interested in these topics: medicine, endoscopy, gastroenterology, rheumatology and osteoporosis3. Medical organizations (selected addresses based on the “medicine” interest).   Using the collected categories and selected parameters, we created a look alike audience.   A Facebook pixel was also installed to collect visitors from the client’s site.   After collecting and segmenting the database, we started preparing texts and visualizations.   Development of advertisements   Images and videos play a key role in Instagram. They should be attractive, bright and catchy. We have created a number of creatives in the corporate style (red and white colors). Examples of announcements We had several campaigns, so the creatives changed every week.   We also wrote sales texts taking into account the wishes of the customer and the needs of customers, described the characteristics and advantages of the products. Examples of announcements The last stage was summing up the results and preparing reports.   Analytics and reporting   We provided the client with both interim reports and full-month totals. During the operation we monitored the reaction of users.   Each individual campaign was analyzed by performance parameters, which helped to make changes in time and offer ideas that…

Promotion of medical centers in Russia

Many clinics in Europe and USA are popular in Russia. Also the amount of the monthly searched keywords, regarding medical services or medical centres, is huge. So, an active online advertising of medical services would definitely attract more Russian patients.   Due to the situation with COVID-19, of course, less of them will be able to use the services of medical centers in the nearest future, but if you start your advertising campaigns now, it will be a good contribution for your company, a sort of investment.   Why do Russians choose foreign private clinics?   Unfortunalitely, the level of service and medicine, by and large, in Russia isn’t very high. There are also a lot of private medical centers where people can get tested or use some other services, but the prices are really too high. So if there is a choice between foreign clinic and Russian with the same price list, it is better to choose the first ones.   Moreover, there are some services and medical supplies that people cannot simply find in Russian hospitals. That’s the reason why they are obliged to go to the other counties to get them.   Other reasons are better standards, high technology, more research and medical experiences in the foreign medical centers.   Usually, Russian patients prefer clinics in Germany and Israel due to the geographical position and high level of medicine in general. More popular, but also in demand the following countries – Turkey, Singapore, Swiss, France, USA, Poland, Hungary, Czech Republic, Lithuania and further Eastern Europe.   What services and domains are the most popular?   There are some services and domains that are especially in demand among Russian patients. For example:   1. Cardiology and cardiac surgery.2. Oncology.3. Eye surgery.4. Orthopedics.5. Plastic surgery.6. Neurosurgery.7. Check up programs.8. and medical rehabilitation.   As you can see, these fields require high-end technology for medical treatments and diagnostics so it’s a reason why people choose them. To attract attention to these services and to clinics in general, it’s important to know how to build a marketing strategy.   How to promote medical centers in Russia?   First thing that you should do is to translate your website in Russian and create communities in Russian Social Media. It is really indispensable because even people with high income in CIS countries don’t speak English or other languages and it’s more comfortable and easier for them to read information in their native language.   When you finish with translation and creation of new groups in Social Media, you could start your marketing.   There are many methods to attract patients to your clinics, but the most effective are SEO, contextual advertising, ORM/SERM, SMM.   SEO Yandex   Yandex is the biggest search engine in CIS region so you should start promotion there. In our other articles we have already told about this method.   In general, there are several parts, how to make the website optimized for search engines:   1. Onpage SEO.2.

Beauty-marathon in “Rive Gauche”

We have been cooperating with Rive Gauche for a number of years. The company is our regular customer and partner. We have already held more than 10 promotions for the brand, including festive openings of new outlets in different regions of the country.   In March of this year, representatives again approached us to organize events dedicated to International Women’s Day. In the framework of the event visitors were able to receive gifts, free makeover and discounts on products.   From March 1 to 9, events were held in a number of cities. We were responsible for holding “Client Days” in St. Petersburg, Rostov-on-Don, Yekaterinburg and Kazan.   Goals and objectives   The customer has set 4 goals for us:   1. To hold a festive event in the retail outlets.2. Announce current and future discounts.3. Increase store traffic.4. Strengthen the positive brand image in the selected regions.   To achieve the goals, the following tasks were set::   1. Development of mechanics and scenario.2. Search, hiring and training of staff.3. Technical support and design of the zone.4. Summarizing results, providing reports.   Period: March 7-8, 2020.   Implementation   We organized an event that lasted 2 days in a row.   Next, we will tell you more about each area of work:   Script development   We have worked out the plan taking into account the timing. It was important for us to calculate the time to have time to install the equipment, create a festive decoration and coordinate the staff. The host had to tell visitors about the history of the creation and favorable offers from Rive Gauche, timed to coincide with the holiday. At the same time, he moved around the hall, communicated with visitors, learned their mood and the purpose of visiting the store.   In addition, he had to offer visitors to use the free services of a make-up artist and make-up using a certain brand of cosmetics. On March 7, products from Chanel were used, and on the 8th – Giorgio Armani.   Finding and hiring employees   We found the host, who was instructed in advance and prescribed the text.   We were also responsible for coordination, introduced him to consultants and make-up artists with whom he needed to communicate and interact.   Additional instruction was given by makeup artists, who told the guests about cosmetics, its advantages and application methods.   On-site consultants worked to tell customers about the best offers, offered to buy certain cosmetics and perfumes.   Additionally, photographers and a video operator were hired to film the process.   Technical support   Our task was to prepare the site and bring all the necessary equipment.   We found and installed microphones, speakers, and checked the sound quality.   Previously, the location of zones in the store was studied so that the staff could quickly navigate the places (photo zone, make-up stations, sections, etc.).   In addition, we have installed advertising materials: a press release, a banner, a design (balls).