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Internet marketing trends 2021 in Russia

12.02.2021

Is it worth trying to look into the future and predict trends after the coronavirus pandemic suddenly turned everything upside down this year and showed how naive and unreliable assumptions and plans are? The world has reminded us of its unpredictability, but fortunately, at least digital marketing remains relatively stable, because it is online, where there is no coronavirus. Of course, it can also bring surprises, but we can already talk about some trends that are highly likely to play a significant role in 2021.

 

And so your attention is drawn to 5 the most important new digital marketing trends of 2021 in Russia, which will be in demand by all brands around the world.

 

Personalization

 

It is a controversial topic, but relevant, and will likely remain so in 2021. Already, most companies tend to show ads to the most interested users, and people want to see recommendations that match their interests, and are less worried that their smartphone is “following them”.

 

While some experts say that personalization is a perfect necessity, others warn that it makes it difficult to find and engage a new, not yet interested audience. Nevertheless, in 2021, we are very likely to continue to live in a world where not only advertising, but also the news feed or social networks are selected for us based on our tastes and preferences.

 

Native advertising in Social Media

 

It will still remain one of the key tools of digital marketing. It’s not just about partner materials or sponsored posts-native advertising is evolving at the speed of light and offers new ways to attract users to interact.

 

Interesting formats include funny masks and filters on Instagram, branded stickers, and native ads on TikTok, which is becoming an increasingly effective platform. Simple, interesting and most importantly useful content in popular and close to the audience social networks helps to increase brand awareness, trust and loyalty of consumers.

Internet marketing trends 2021 in Russia

For example, Netflix is actively developing an entire channel, The Swoon, on Instagram and YouTube, in order to attract the audience to its new direction – Asian TV series.

 

Video Content is a king

 

People like to watch videos. Not using their interest in this format is a serious mistake. However, competition in this area is growing rapidly, and we have to invent more and more original formats to compete with those who make truly professional content to attract an audience.

 

Among the pros is the Chanel brand, which recently released a video with the famous actress Marion Cotillard and accompanied it with a series of videos about how this video was shot, how a song was recorded for it and how the actress was made up.

 

Popular and useful YouTube channels are already hosted by the culinary brands Maggi and Heinz, which invites Ed Sheeran to advertise, the Russian perfume chain “Golden Apple”, which makes videos together with bloggers, as well as the brands AXE, Samsung, Lego and many others.

 

AR and VR

 

Augmented reality (AR) and virtual reality (VR) technologies open up completely new opportunities for interacting with the audience and engaging consumers. For digital marketing purposes, you can use QR tags, AR games, special applications, digital animations, and virtual reality glasses. The use of such technologies demonstrates that the brand can be considered advanced and able to offer the customer an interesting, memorable experience.

Internet marketing trends 2021 in Russia

For example, IKEA already has an AR application for selecting furniture, which allows you to use your smartphone to see how the selected sofa, table or chair will look in a particular room.

 

Programmatic advertising

 

Automation is not just a buzzword, but an effective tool, including for digital marketing. Programmatic advertising, designed to automate the purchase and sale of advertising in real time, eliminates the long and burdensome process of the usual search for advertising resources and sites. Automated systems work quickly and show information to the most interested users.

 

Programmatic advertising uses the above-mentioned artificial intelligence and machine learning to quickly analyze huge amounts of data and find the best options for brand promotion.

 

These are the most significant new digital marketing trends of 2021. And we are ready to implement all of them for the projects of our clients!

Restaurant business in Russia in 2021

Pandemic of coronavirus influenced all spheres of business, including restaurants and cafes. The last one suffers losses more than the others. Despite this fact, the average daily turnover of the industry will grow by about 6%.   Restaurant trends are changing rapidly, especially due to the introduction of quarantine measures. If earlier delivery from the restaurant was not very popular, now most of the revenue is accounted for by orders for delivery and with yourself.   But what happen to restaurant business in Russia in 2021? Read our article to know all details.   Delivery and takeaway food   Delivery of food from a restaurant is the most important and relevant trend of recent years, which will only increase in 2021 due to quarantine restrictions. Especially if you are planning to open a sushi bar or pizzeria, this option is just a “musthave”. Without it, it will be extremely difficult to compete and, accordingly, quickly reach a payback. And the use of an automation system for a sushi bar or pizzeria with an integrated delivery module will be a significant plus when launching this option in an institution.   In addition to delivery from ordinary establishments, the number of orders from “virtual” restaurants that do not accept offline guests and prepare exclusively for delivery is growing. One of the new ideas on the market is “hubs” for virtual establishments: kitchens of different restaurants under one roof, between which autonomous cars run, picking up orders and delivering them to customers. This reduces the costs of establishments and makes delivery more accessible to visitors.   Casual segment and healthy nutrition   Fast-casual restaurants are opening more and more, a popular format for those who like healthy food, but do not like to wait long. In such establishments, guests receive food that is close in quality to expensive restaurants for little money, and the service here is slightly better than in fast food.   Franchises   More establishments opened under the franchise. Novice entrepreneurs do not want to risk their project, so starting a business on a successful and stable model looks much more tempting, which is confirmed by the statistics of open catering establishments.   Monoproduct   There are fewer universal restaurants “sushi-pizza-hookah-karaoke”. Guests increasingly prefer more narrowly focused cafes, pizzerias or hookah bars to such establishments — places where their favorite dishes are really delicious.   Fewer and fewer people are willing to settle for average quality in such supermarket restaurants, often for the same money as in cozy, atmospheric establishments. Hence the conclusion that it is worth focusing on single products: burgers, pizzerias, etc.   Pastries and sweets   More bakeries and pastry shops. Fresh pastries are in demand all year round, and you can place such establishments both in residential areas and on central streets with high traffic.   Craft drinks and dishes   An interesting and fresh trend of “crafting” in everything: dishes, glasses and drinks. This is not only a fashionable phenomenon, but also a creative approach…

Festive opening of cosmetics store “Ulybka radugi” in Perm

We have hundreds of projects of opening retail outlets. We are always happy to receive new tasks from regular customers, and this time we will tell you about the opening of a new store “Ulybka radugi”, which took place in April this year.   Read more in the article!   Goals and objectives   Our goal was to prepare the outlet for the festive opening, including:   1. Conducting master classes on make-up 2. Festive decoration of shop windows and facade 3. Recruitment and training of promotional personnel   Next, we will tell you in detail about the preparation of festive event to the opening.   Realization   First of all, we needed to prepare the point for the reception of the first buyers. In order to attract people’s attention, we decorated the entrance along the perimeter with balloons in the color of the “Rainbow Smiles” logo. Bright balls of all seven colors of the rainbow became a great addition to the interior and created a festive mood.   We have trained promo models. From April 22 to 24, the girls announced the event and distributed advertising leaflets in the hall of the shopping center. The dress code was observed – the promo models were dressed in spring dresses and suits.   The results were analyzed and sent to the client in the format of a summary report and a photo report for each day of the promotion.   On April 24 and 25, makeup workshops were held with a guest makeup artist. Everyone could watch the makeup process, ask the makeup artist questions and get useful recommendations.   Results   The opening of a store is always a holiday for both the company and customers, as well as a wonderful occasion to organize a promotional event in honor of this. In the case of a brand that sells cosmetics and household products, a make-up master class turned out to be the best solution for attracting attention.   We were able to attract the attention of potential customers to the new outlet and increased traffic. Sales growth was noted!   The client was satisfied with the preparation and results of the campaign, and the promo models and the staff of our agency received the highest assessment of the quality of work.   Conclusion   Marketing agency “CLEVER marketing” – federal retailers throughout Russia trust us to organize and conduct events and promotions. We will take care of all issues related to the design of the store, merchandising, search for promotional staff and entertainment activities for customers. All together will help you achieve the desired goal in the form of increased sales!…

Premium product market in Russia

Economic crisis due to the coronavirus pandemic affected the business in Russia. But today the market is coming back to life. The revival is modest, but noticeable, and it will continue to grow. Moreover, 85% of experts expect the luxury market to grow in the next three years.   In Russia, as nowhere else, the premium class is such a specific category that this very concept is interpreted somewhat differently here than in Europe, where it came from. Why?   Firstly, the historical development of our country, which has been behind the “Iron Curtain” for a long time, played a big role. Secondly, the mentality of the Russian person forms a kind of perception of the premium class.   Despite the fact that the level of general well-being of the population is noticeably increasing, in Russia the stratum of well-off people makes up a fairly small percentage of the total population of the country. And those who make up this small percentage are different from rich people in other countries.   What is the luxury market in Russia   When we say “premium”, of course, we mean success, well-being, quality. Taking into account this connotation, a program for promoting premium brands is being formed. But for the Russian consumer, such an aspect as the recognition of premium is also important to emphasize their solvency in a certain environment.   And if the mass market segment is quite simple to model, then everything is different in the premium category. It, in turn, is divided into narrower ones. The affordable segment of the premium class market includes perfumes branded by well-known haute couture companies, alcohol, pret-a-porter clothing. In terms of the use of marketing and commercial promotion models, this segment is similar to the mass market.   But there is still a premium segment of the market that is inaccessible to a wide category of the population — this is exclusive real estate, author’s jewelry, antiques, means of transportation (cars, yachts, air transport, etc.). There is a big difference between these two segments, which in the second case further complicates the promotion of products.   Particularities of promotion of luxury brands   The main difference between the promotion of premium brands is a higher price positioning, which forms a number of specific requirements. It should be borne in mind that often the premium audience makes purchases on the principle of “just to be more expensive”. This is a desire to demonstrate something to yourself and others. However, in addition to the high price, the premium brand should be radically different from others visually and in quality. Just the latter is sometimes forgotten, focusing on packaging, positioning, and pricing policy. The problem of fakes has a negative impact on the brand’s image as a whole. Distrust of the brand is formed, which does not contribute to sales growth at all.   As a result, many people get the impression that the premium class is just a bright outer shell, behind which a low-quality…