Harnessing the russian digital opportunity anna milburn - brighto...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

|
Agenda
2
• Market overview
10 need-to-know facts
• What’s next?
Action plan

Market overview

|
Population
143,960,727
5|*http://www.worldometers.info/world-population/russia-population - August 2018, based on the
la...

| 6*https://radar.yandex.ru/search?device-
category=1&selected_rows=iHMJ0E%252CvDPqTi%252C8fg2y0%252Ctmkupd%252CMCj1FA
Sea...

| 7
Not one, not two…. but eleven time zones
10am in Moscow
7pm in Kamchatka

|
Key takeaway
8
Size
 There is a big audience to reach
when targeting Russia
 There is still room for growth,
especiall...

2. Differences

| 10
Moscow St Petersburg

| 11
Internet penetration differs by region

|
Key takeaway
12
Differences
 Very different experiences in big
metropolitan areas vs in the
countryside
 75% users in ...

3. Time spent online

|
Internet usage stats
• 85% of Russian internet users
access internet everyday (vs 86%
in the US)
• Average daily time on...

|
Key takeaway
15
Time spent online
 Don’t assume that Russia lags the
West – they are avid, experienced
internet users
...

4. It’s dominated by Russian platforms

| 17

|
Key takeaway
18
It’s dominated by local
platforms
 Don’t ignore the local players
 But don’t forget about internationa...

5. It has different seasonality

|
Key dates = more searchers
• 14th February – Valentine’s Day
• 23rd February - Men’s Day
• 8th March – Women’s Day
• 12t...

|
Key takeaway
21
Different seasonality
 Take this seasonality into account
when planning campaigns
 Understand what the...

6. Russians speak Russian

Around 8% of Russians speak English fluently

|
Key takeaway
24
Russians speak Russian
 English content and campaigns won’t
work
 Translate and localise your content
...

7. Quality matters

|
Understand how the
language works
• Cyrillic alphabet is unique
• Invest in high-quality translation
• Invest in keyword...

|
CTAs
27
 Direct CTAs like ‘Buy Today’, ‘Don’t
Miss Out’ etc… can have a negative
impact
 Focusing more on the benefits...

|
Key takeaway
28
Quality matters
 Don’t cut corners
 Research properly and rely on
experts

8. Transliteration will happen

| 30

|
Key takeaway
31
Transliteration will happen
 Take transliteration into account
when setting campaigns or landing
pages
...

9. Cross border shopping is big

Two thirds of Russians prefer to purchase
from foreign stores

| 34

|
Why is it so big?
• Lower prices
• More choice
• Access to products not sold in
Russia
• Status / reputation
35

|
Key takeaway
36
Cross border shopping is big
 There is a big opportunity for
international brands to grow
 Make sure y...

10. Price and deals are key

|
Price and deals are key
• Price is the most important factor
for Russians buying online – 38%
• Russian consumers will u...

|
Key takeaway
39
Price and deals are key
 Another way to tap into the
opportunity
 Research which deals would appeal
to...

|
10 need-to-know facts
about Russia
40
1. Size
2. It varies
3. Time spent online
4. Dominated by local platforms
5. Diffe...

What’s next?

|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Star...

The starting point

|
Here is your plan of
action!
 Conduct keyword research
44|

| 45
Are Russian people
currently searching for
your products & services?

| 46
Google Keyword PlannerYandex Wordstat

| 47
The findings will determine what sort of
actions you should take in terms of
everything else that follows

|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
48|

| 49
Can Russians understand your website?

| 50
The whole website!

| 51
Invest in professional
translation of your
website!

| 52
Is your website localised for Russians?

| 53
Does your site mention:
• How to place an order
• Payment options
• Delivery options
• Suitable currency

| 54
or alternative contact details?

|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
55|

| 56
Paid analytics tools

|
It will help you:
 Check the performance of
your landing pages
 Help you understand your
audience
 Make decisions on ...

|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Star...

| 61
Are people searching
for your product /
service?
No
Advertising
network campaigns
Yes
Search campaigns
• Yandex respo...

| 62
Types of targeting
Advertising network
campaigns
Search campaigns
• geolocation
• advanced geolocation
• behavior
• a...

| 63
How to split the search budget in Russia?
60%
40%
Yandex
Google

| 64
How to split the advertising network budget in Russia?
90%
10%
Yandex
Google

|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Star...

| 66
Use your keyword research findings to optimise your website for
organic ranking
Element Importance
Header Tag Very im...

| 67
Google Search ConsoleYandex Webmaster

|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Star...

|
Creating local content
69
 Help people understand what is
your purpose and your story
 Show the ‘human’ part of your
b...

|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Star...

|
Social Media in Russia
71
 Youtube can be targeted via Google
ads
 Vkontakte (VK) has many similar
advertising options...

|
Vkontakte advertising
• Similar options to Facebook
• Left hand side text & image ads
• Community post (sponsored post)
...

|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Star...

|
Retargeting campaigns
74
 Target those that previously visited
your website
 Or completed a specific action on
your si...

|
Good luck!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Start your advertising...

Questions?
anna.milburn@webcertain.com
www.webcertain.com
in/webcertain.com
@WebCertain

Share Slideshare

LinkedIn
Facebook
Twitter

Embed

Size (px)

Show related Slideshows at end

WordPress Shortcode

Link

Share
Email

2024 Trend Updates: What Really Wor... by Search Engine Jou... 1036216 views
Storytelling For The Web: Integrate... by Chiara Aliotta 948112 views
Artificial Intelligence, Data and C... by OECD Directorate ... 870219 views
How to Leverage AI to Boost Employe... by SocialHRCamp 365506 views
2024 State of Marketing Report – by... by Marius Sescu 207694 views
Everything You Need To Know About C... by Expeed Software 227895 views

View on Slideshare

1 of 76 Ad

View on Slideshare

1 of 76 Ad