In online marketing, it’s nice to have a feeling for trends. It helps adapt fast to the digital climate change and get the best out of it. Working in Russian Internet today, quick reaction is not an option, it’s a must. And actually, Russian advertisers are pretty good at it, given the current situation in Russia’s economic space. So, to be just as well-prepared as them, we’ve collected for you five major trends expected to dominate the digital marketing in Russia this year. Pick up your favorite!
Already a trend of 2014, retargeting will continue to rein as online shops are competing to retain their visitors and turn them into buyers. In 2014, Marin Software experts made a survey among the marketers: 88% have already mastered retargeting and more than half of them (56%) intend to increase their budgets for it this year. The top channels for retargeting are display advertising (81% use), paid search (77% use) and social networks (48% use).
2. SMM diversity
In 2015, it becomes popular to advertise on multiple social networks at once – not only on the three major ones, Facebook, vKontakte and Odnoklassniki, but on others as well: such as Tumblr, Pinterest, Instagram, Google+, etc.
3. Mobile advertising
Today, having a website with a version for tablets or smartphones is a must for any serious business. In 2015, this trend will pick up where it left off in 2014 – adaptability and user-friendly web navigation. But this year, we’ll see many companies adding mobile applications to help them discreetly follow the user from one gadget to another, thus managing their behavior and stimulating demand.
4. Performance-based marketing
Marketers may begin reallocating their advertising budgets so that to move them from any extra projects, media and teaser ads which aim at increasing the audience coverage, but do not bring direct profits. As a result, some of them may stop using marketing tools that are usually used for brand awareness, rather switching to tools that bring the highest results. This tendency was also noticed in Russia during the 2008-2009 crises, and for many it was a winning strategy for staying in top of the search lists.
5. High demand for quality SEO
The link relevance for ranking in Yandex was reduced, but linking will still be an important ranking factor in many verticals. That’s why this year online advertisers will care even more to have high quality links on their clients’ websites. High quality content is also a trend: marketers seek to improve the user behavior, reducing the bounce rate, increasing page views and keeping users longer on sites.
The trends we began to see in 2014 will gather pace, while some shifts in focus are likely to happen. Well, love for challenges is in marketers’ blood and Russian online advertisers are definitely up for it. What’s life without challenges anyway?