Four Big Reasons You Should Market in Russia
Russia undoubtedly has the world’s attention right now. If you are looking to expand your business internationally, Russia should have your attention too. Between the growth of the Russian Internet audience, lower cost-per-acquisitions, and weakened domestic competition, Russia is offering something you shouldn’t refuse right now. This article will cover four major reasons to market in Russia.
In addition to covering the size of Russia, the article starts off with additional insight on Russia to give readers some idea of the cultural and language aspects that make the country particularly unique. Good marketers know that a knowledge of the local audience is key when entering a foreign market. Then specifics on the Russian Internet gives readers a better idea of the potential RuNet offers and it’s huge upside. This is followed by a discussion on the current economic situation in Russia to explain how this puts foreign digital advertisers in a great position to advertise in Russia. Finally, an overview of the digital advertising opportunities provides useful information for the best digital advertising channels in Russia.
Russia is huge, you already know that much. The country itself makes up an eighth of the world’s land surface and includes 11 different time zones. Approximately 143 million people call Russia home. 11 million of which live in Russia’s capital city, Moscow. Russia’s biggest cities include Moscow, St. Petersburg, Novosibirsk, Yekaterinburg, and Nizhny Novgorod.
Russian is the 4th most spoken language worldwide with approximately 250 million Russian speakers around the world, offering a massive market for business.
The multi-ethnic country is primarily comprised of Russians, but home to many other ethnic groups. The major religion is Russian Orthodox, making Christmas fall on January 7th and their Lenten season and Easter match a Julian calendar. People also celebrate a number of national holidays including Men’s Day on February 23rd and Women’s Day on March 8th – two of Russians top occasions for gift giving.
Russians have a deeply rich culture and almost anyone you meet can easily quote one of their many famous writers from Pushkin to Tolstoy. The fur coat stereotype is very much real but interestingly, keeping clean and nice footwear is a common fashion rule most have never heard.
83 million Russians are RuNet or Russian Internet users, resulting in a 54% penetration rate and an extremely high upside. More Russians are utilizing RuNet in major cities but recently people in less central regions are also regularly going online and a major source for growth in the travel and eCommerce industries.
User behavior varies by area in a number of ways. For instance, users in major cities are more practiced search engine users and simply enter a few words in their queries but users in areas of low population typically enter long tailed queries. Search behavior by topic also fluctuates by location depending on the needs of people.
Currently, Russia has 23 million broadband homes and a quarter of the Russian population accesses the Internet from their mobile phones. Mobile Internet use in Russia is expected to reach over 60% by 2017. In comparison, the mobile Internet audience in the US is expected to reach 68% in 2017. Moreover, Russians’ interest in apps ranks the country 9th worldwide for mobile app download share in Q2 2014.
As you are probably well aware, the current economic situation in Russia has had an impact on both domestic and international businesses in Russia. However, it’s not necessarily negative. Yes, prices are rising, the ruble is dropping, and people are responding accordingly.
For instance, people are making necessary online purchases rather than frivolous ones and adapting their travel destinations. Still, 63% of Russian businesses surveyed by Proximity said they hadn’t noticed a change in their respective businesses. However, many businesses do expect to see some changes in the future.
Half of Proximity surveyed businesses answered that they have adjusted their marketing efforts in response to the economic situation. About 57% of local businesses are increasing their marketing efforts into digital advertising with a focus on performance based marketing. However, the robust market still leaves plenty of room and advantages for foreign players.
Despite greater local digital advertising in Russia, international digital advertisers have the greatest potential to capitalize on Russia’s economic situation and weak ruble (Russian currency). By paying in dollars and maintaining current spend, advertisers have a much greater opportunity to get the clicks and impressions they want for a cheaper price. This is the time to promote your brand and gain greater market share in Russia. By the time the Russian economy turns around, your brand could be the go-to brand.
Digital Advertising Options
Search engine marketers have two major options in Russia, Yandex and Google. Yandex, Russia’s most visited website, maintains approximately 60% of the search market share and serves 70 millions ads per day through Yandex.Direct advertising. Yandex offers free translation and site optimization to advertising customers. Advertisers can also, of course, use Google Adwords for advertising on Google.ru, which maintains about 30% of the search market share and 13.1 million daily users.
Social media marketers will be interested to learn that Facebook is not the “it” social media site in Russia. The top social networking sites in Russia include Vkontakte, Russia’s second most popularly visited website, Odnoklassniki, and Mail.ru. Nonetheless, several foreign social networks have slowly gained momentum in Russia. About 40% of RuNet users visit social networking sites every day. FYI, Russians use social networking sites for communication and photo sharing but also spend a good portion of their time watching TV shows and movies and creating playlists on their pages.
So as it turns out, Russia is not this scary place that you should avoid. It’s a great opportunity you should consider. More and more Russians are using the Internet for a variety of reasons. Russians are trusting the Internet more and are spending their idle time browsing the web and checking their social media. In addition to the huge Russian market and pre-existing RuNet potential, the current economic situation offers a great opportunity for international businesses to offer and advertise their services in Russia at a very affordable rate.