The Russian internet landscape is a peculiar place for people not used to the market.
For most of us in the West, search equals Google, social media equals Facebook and e-commerce equals Amazon.
But that’s not the case in Russia. The country has its own homegrown platforms that Russians prefer over foreign alternatives, and it is these local platforms that you need to be on when targeting the country.
Here are three areas of Russian internet marketing you need to be aware are different if you want to succeed at digital marketing in Russia.
1. Search engines
If you want to improve your SEO or run PPC campaigns in Russia, then you need to focus on Yandex, the most popular search engine in the country. Yandex has a 55% share of the search engine market, with Google coming in at second place. Yandex has a wide range of products, including webmaster tools, an advertising platform, an e-commerce marketplace, an online payments option and many more.
2. Social media
The most popular social network in Russia is VK, which has over 80 million users. VK is often nicknamed “Russia’s Facebook” and has many similar features, including many features for businesses. Other popular social networks include OK, Facebook, Instagram, Twitter, Livejournal and Moimir. In terms of video, Russians prefer to watch Rutube, rather than YouTube.
The Russian e-commerce market is growing strongly and is approximately worth the equivalent of €16 billion. The most popular e-commerce platforms in the country are AliExpress and Yandex.Market. The most popular items bought online are electronics and home goods. With regards to payment methods, cash-on-delivery is by far the most popular. If that is not possible, then Yandex.Money is another favoured payment option.
I hope this has given you a useful introduction to Russian internet marketing. For more in-depth information, read our free guide below.
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