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Russian trends offline and online

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Artem gives an overview of some of the latest trends in Russia. He talks about online as well as offline trends, including changes in online payment behaviour and improvements in logistics.

See video of the talk on YouTube: https://www.youtube.com/watch?v=jrgEXI22m4M

Learn more about marketing in Russia at www.lumolink.com.

This talk was given on 8 October 2014 in Tallinn at a seminar organised by Marketingi Instituut (http://mi.ee/).

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Russian trends offline and online

  1. 1. Russian trends offline and online Artem Daniliants / LumoLink Tallinn / October 8th 2014
  2. 2. About me Briefly :)
  3. 3. I ! technology
  4. 4. I ! online marketing
  5. 5. LumoLink technology + marketing
  6. 6. Half Finnish
  7. 7. Half Russian
  8. 8. 10 Current trends in Russia
  9. 9. #1 Big online players have entered Russia eBay had over 1 million Russian users in 20131 1 http://rt.com/business/191872-ebay-expanding-commerce-russia/
  10. 10. #2 Russians are getting accustomed to paying online with credit cards
  11. 11. #3 Tour operator business will decline dramatically Some experts estimate the decrease to be 40-50%3 3 http://skift.com/2014/09/23/interview-travel-ru-ceo-on-transformation-in-the-russian-online-booking-market/
  12. 12. #4 Most online growth will happen outside of Moscow and Saint-Petersburg Russia’s Internet penetration rate of 54% leaves serious headroom for more growth in the coming years
  13. 13. #5 Mobile devices and fast mobile broadband4 In 2013 Russia became the third largest global market for tablets 4 http://russiansearchmarketing.com/tablets-apps-rise-mobile-internet-russia/
  14. 14. #6 e-Commerce in Russia is huge Since 2013, Russian e-commerce has grown by 30% with a current daily audience of 9.5 million people5 5 http://russiansearch.wpengine.netdna-cdn.com/wp-content/uploads/YandexMedicalTourismCategoryOverview.pdf
  15. 15. #7 Medical tourism is on the rise In 2014 the number of search queries on outbound medical tourism grew by 23%5 5 http://russiansearch.wpengine.netdna-cdn.com/wp-content/uploads/YandexMedicalTourismCategoryOverview.pdf
  16. 16. #8 Logistics are getting better Russians still prefer to pay cash on delivery
  17. 17. #9 Yandex is still the king Yandex holds 70% of the Russian contextual advertising market6 6 http://www.digitalintheround.com/yandex-russia-runet/
  18. 18. #10 It's the right time to go to Russia Many of my clients in Finland make huge investments in reaching out to Russian clients
  19. 19. Takeaway for business in Russia • Sell directly to consumer • Offer deliveries to Russia • Invest in Yandex visibility, but don't forget Vkontakte • Search engine marketing in Moscow can be really expensive so look into developing regions • Make sure you offer superior mobile experience
  20. 20. Thank you! Get in touch /@artemd /artem.daniliants /in/artemdaniliants
  21. 21. Photo credits - https://www.flickr.com/photos/pocait/ - https://www.flickr.com/photos/20792787@N00/ - https://www.flickr.com/photos/sami73/ - https://www.flickr.com/photos/samantonio/ - https://www.flickr.com/photos/salomonrbc/ - https://www.flickr.com/photos/phalinn/ - https://www.flickr.com/photos/yourdon/ - https://www.flickr.com/photos/stepzh/ - http://gorodskoyportal.ru/news/russia/5029164/ - https://www.flickr.com/photos/rethwill/ - https://www.flickr.com/photos/fosforix/

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