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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.

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.

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!

Merchandising for “Nasha mama” in the chain of hypermarkets “Karusel”

The goal of merchandising is to increase the external attractiveness of products for the customer. The basics of consumer psychology, the latest marketing trends, and the conclusions drawn from the analysis of how competitors work are used.   Today we will tell you about our project for the brand “Nasha mama”.   Goals and objectives   Our goal was to deliver and install the mounted shelves (additional sales locations) and display the products in the company’s retail outlets.   Period: August-October, 2018.   Geography: cities of the Central Federal District.   About the customer   Brand “Nasha mama” is a major Russian manufacturer of products for children, pregnant women and nursing mothers.   The company’s assortment includes: hypoallergenic cosmetics, hygiene products, clothing, baby cots, etc. In total, the company produces and sells more than 1,200 products.   In addition, “Nasha mama” has ample opportunities for the sale of safe cosmetics, as it owns its own production in the Moscow region. Thanks to this, the brand became successful in the market and gained wide recognition.   In 2018, the owners contacted our agency with the task of selecting and coordinating promotional staff for the installation of additional sales locations and product displays.   Implementation   We have been working on the project for 3 months. Our agency team was responsible for the following tasks:   Search and training of personnel   CLEVER marketing managers focused all their efforts on finding staff to send to work in stores. The matter was complicated by the fact that it was necessary to find performers for different cities of Russia at once. The geography of our work extended to the Moscow, Leningrad, Lipetsk regions, Tatarstan and other regions of Russia.   Nevertheless, our employees successfully coped with the task.   The next stage was the delivery and installation of shelves.   Shelf delivery and installation   Installing additional sales locations is a powerful merchandising tool. It helps to attract the attention of customers thanks to the competent design, which will distinguish the rack from other shelves in the store. As a rule, popular positions or products that are included in the promotional program are laid out on them.   It is extremely important to make sure that not only the shelf is externally attractive, but also the goods on it look so that people immediately want to buy them. That is why the third task of our employees was the display of products.   Product display   The placement of items on the shelves should not be chaotic, but follow certain rules. The price, appearance, purpose, and other properties are taken into account.   Proper placement is a great way to put products in the best light and raise sales.   Reporting   We conducted strict reporting, provided the client with a photo report on the results of our employees ‘ work at the points in time. To confirm the fact of work, the merchandisers took 3 types of photos: the address of the outlet,…

Influencer Marketing in TikTok for Garmin

Collaborations with bloggers can give an impetus to the development of your business. In order for advertising to bear fruit, it is necessary to choose the right platform for the dissemination of information, choose blogs based on the subject and parameters of the target audience, as well as competently conduct negotiations so that cooperation is beneficial for both sides.   Today we will talk about how to use influence marketing to promote smartwatches.   Goals and objectives   Our goal was to spread the word about the Garmin smartwatch line through the publication of promotional videos in TikTok.   To achieve the goal, the following tasks were set:   1. Find relevant blogs by topic.2. Agree on cooperation. 3. Deliver products for review. 4. Provide reporting.   Before proceeding to the story about the project, we will give a few words to the customer.   About the customer   We have been working with Garmin for many years – the company trusts us with complex projects, and each time is satisfied with the result.   This time, our goal was to promote the Venu Sq Music Edition watch line.The models in this series are designed for people who lead a healthy lifestyle. The device tracks important health indicators (heart rate, amount of sleep, stress level, etc.). In addition, it can work without recharging for 6 days, can be used for contactless payments, calls and Internet access.   With the help of a watch, a person can monitor the state of the body, plan workouts and rest, measure health indicators and, of course, select and download music for classes.   Implementation   During the negotiations, it was decided to order paid placement from popular TikTok bloggers. The search was focused among channels about sports, nutrition, and training. In this way, we hoped to attract an audience that would be potentially interested in buying the client’s products.Did we manage to achieve our goal? We will tell you more!   So, we were faced with the following tasks:   Search for performers   To implement the project, we searched for channels in the TikTok app. The selection took into account the topic of blogging, the number of subscribers and the average number of views of recent videos, which helped to predict the coverage of videos with advertising integration enabled.   Together with the customer, it was decided to offer the recording of commercials to 4 large ticktockers:   1. Ekaterina Hristas-the girl records entertaining and motivating videos about weight loss and a healthy lifestyle, gives recommendations and offers effective ways of training for different muscle groups.2. Vera Biryukova is an Olympic champion in rhythmic gymnastics and runs her own channel, where she shares her daily sports routine, gives advice to those who are interested in gymnastics and stretching.3. Daria Chepyzhko, whose blog is dedicated to magic tricks and funny tricks. The girl reveals the secrets of magic tricks so that everyone can repeat them on their own.4. Daria Chumakova shoots funny videos from…

How to realize an advertising campaign in Vkontacte: main rules

Should you run advertising campaign in VKontacte? Does it work or not? According to survey, it works, but not for everyone, just like any other ad. The result of the promotion depends on the nature of the business, targeting settings, and ad design. So the only way to find out is to try and experiment.   In this article, we will show you a simple example of how to launch an advertising campaign in VKontakte, what settings to experiment with to increase the effectiveness of advertising, and where to look for help if you have any questions.   Step 1. Determine your advertising budget   The minimum amount is 500 rubles, less is technically impossible. We recommend that you first take 4-5 thousand rubles to test the channel. This money will be spent on several ads with different settings that will help you find the right strategy.   The VKontakte payment system is advanced — the budget needs to be replenished in advance, before launching ads. You won’t spend more than you plan to.   Step 2. Learn the rules and recommendations of VKontakte   Before you top up your advertising budget, read the general principles and restrictions. Because it is not easy to return money from the advertising cabinet.   You must find the answers to the questions:   1. Will the moderators of VKontakte allow advertising on my topic? 2. Will my landing page (website, landing page) be allowed for advertising? 3. Are the images and texts that I want to use in my ads suitable?   Learn the rules of advertising on VKontakte. There are requirements for the text and image. As well as restrictions imposed by the law — for example, which topics can not be promoted on VKontakte. Make sure to check if your car is there.   Examples of restrictions:   1. if you are engaged in network marketing, your ads will not be approved by the moderators; 2. if you want to advertise an online food store, you will be required to submit documents for the products; 3. if your site has an order form, but no information about the use of personal data is issued, you will not be allowed to send advertising to it.   VKontakte moderators check each ad for compliance with all requirements. This takes up to 12 hours maximum, but is usually moderated in 1-2 hours.   Step 3. Select the ad format   Click on the “Create Ad” button in the upper-right corner of the advertising cabinet, you will be taken to a page with ad formats. VKontakte offers 2 types of advertising for business:   1. Advertising entries in the news feed (visible on computers, tablets, and mobile devices). 2. Ads on the site pages, under the menu on the left (visible only on computers).   It is better for an online store to use the first option — advertising in the feed. It is more likely to catch the eye of a potential buyer than…