Digital marketing in Russia: find new customers right now in a huge and rich market!
The Russian Federation is one of the leading economies today, belonging to the area of countries called the BRIC, or BRICS. Online marketing in Russia can be a great opportunity for those who want to sell, promote and communicate online products, services and brands in this country. The Russian Federation has a population of 143 million people, but it is important to remember that different countries of the former Soviet Union speak Russian language today and it’s also spoken by 285 million people worldwide including former URSS countries and many large Russian-speaking communities situated in USA, Israel, Europe, etc.
A unique market mainly characterized by local platforms such as Yandex the local leading search engine with 59,3% market share or the leading domestic social network VK with 83% penetration rate with its huge social media group Mail.ru versus Facebook with just 39%. The Russian Federation has one of the 10 fastest growing digital markets in the world: according to Data Insight Russian e-commerce in 2020 reached 2,5 billion rubles, 33 billion dollars revenue instead of pre-pandemic scenario that would forecast it to reach 2,2 billion rubles, 29 billion dollars turnover.
In 2021, the market will have a turnover of 3.3 billion roubles ($44.5 billion), instead of the previously estimated 2.8 billion ($37.8 billion). Overall, Russian ecommerce between 2020 and 2024 will be worth 310.752 billion dollars (23.4 trillion roubles) thanks to the new scenario.
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The Russian internet worldwide is called “Runet”, (Russian Internet) meaning you can market not just in Russia, but also in many countries and communities that embrace this language and culture. However today it’s easy targeting Russians abroad thanks to mobile phone and precise targeting techniques and tecnologies any advertising platform owns.
Few international firms are in Russian online market: little international competition
Not many firms have been taking the chance of digital marketing in Russia. Language and culture can appear a barrier, but it’s not a huge one if you work with an expert of local market and culture. Given that many international firms don’t market in Russia, they’re missing out the chance of entering this huge market with relatively little international competition.
Entering the Russian market: no worries with the right direction
Entering the online Russian market is an opportunity for any firm willing to strongly develop in large market interested in quality products and services. Entering the local market doesn’t require big expenses if you’re working with an expert of the field. Morevover by online testing your product or service you can monitor and valuate in real time what’s worth. The right consultant or agency for Russian market should tell you that not every firm should enter the market and they should show you opportunities and risks bounded to your industry in the Russian Federation.
The largest ecommerce market in Europe is Russia!
According to comScore data, Russia has the largest audience in Europe with 61.3 million users and, in fact, surpassing Germany. Although the data of the market represents a great opportunity for brand, products and services and companies around the world, in order to enter the online Russian marketing it is necessary a priori assess the feasibility of on-line sales in Russia. Here is what to look at: the real potential of the product to the Russian market, customs inspections and permits specific to the product, radius of distribution, and sales with analysis of the feasibility of shipment, payment systems (which are very different from those of the Italian or european), communication-localized with the customer on the site and service on the product.
Search Engine Marketing in Russia: Yandex is the main gateway to local market
The online market of the Russian Federation is dominated by Yandex, the main search engine. Although until a few years ago, the online presence of Google was quite marginal, the american giant has acquired ever-greater slices of the market, up to today, it’s going to nearly reach to 50% of the market. If from one side Google.ru is appreciated by the “new russians” with a much more eye-catching, minimalist and western design, Yandex still remains the main port of access to the online market of Russia. From the point of view of the single online search engine search Russian still dominates certainly the scene, but dominates even more in the market with a series of countless services and applications used by millions of russians on a daily basis. Among the most popular applications: Yandex Taxi, which allows you to book a taxi in major cities of the Federation, Yandex Dengi main player in the electronic payments local, Yandex Market as regards the comparison of prices while shopping, and many other services. It’s not a secret why Russian search engine dominates the market: Yandex was built by russians for russians. Yandex is mainly used in Russian language and it’s very good at understanding language, culture and all their shades. Google strives to conquere the market but understanding Russian queries and mentality is not an easy task.
SEO in Russia: opportunities inside the Country and around the world
In order to start a campaign of digital marketing in Russia it’s certainly necessary to initiate strategies of search engine optimization using an SEO specialist who knows quite well the language and the culture of reference, besides, of course, knowing the local characteristics of the SEO discipline. Yandex and Google follow similar logics with regard to the user experience, but they have some differences. Many other differences in the positioning factors in the two search engines, among the similarities, they are different and, therefore, crucial to start SEO activities in Russia are well aware of the factors in ranking that are more or less stimulate in Yandex or in Google.ru.