How Ukrainian Businesses Used Digital Marketing in 2016

The Promodo marketing team in Ukraine conducted research on how Ukrainian businesses used digital marketing in 2016. Our team received feedback from 215 companies representing retail (20% of respondents), IT/telecommunications (15%), advertising (9%), services (8%), education (7%), HoReCa (5%), and other. The questionnaire was filled in by marketers (34%), business owners (32%), top level managers (22%), and other experts.

Now, the results are ready and we hasten to inform you about the most interesting findings. The full text of the report is available here (in English) and here (in Russian).

Digital Marketing Instruments

The most popular marketing activities performed by the companies included:

• Maintaining a page on social networks (89% of the respondents mentioned this);

• Search engine optimization (77%);

• Contextual advertising (75%).

The two latter activities were reported as the most effective lead-generation tools.

The most popular social networks were Facebook (93% of the respondents used it for advertising), Vkontakte (55%), and Instagram (50%). While most companies had internal teams responsible for social networks and content generation; SEO, contextual advertising, and other complex instruments were outsourced. The most popular forms of created content were an expert article (74%) and video (40%).

Among the complex instruments, companies also used

  • • Reputation management,
  • • Native adverting,
  • • Price aggregators,
  • • Programmatic,
  • • Metasearch,
  • • SMS,
  • • Teaser ads,
  • • Opinion leaders,
  • • Crowd-marketing.

The most popular contextual advertising instruments used by the Ukrainian companies included posting and targeting on social media, search advertising, and search engine optimization.

The mobile trend was considered by most companies: 80% optimized their websites for mobile and 52% launched advertising optimized for mobile devices. This is justified since 50% of the companies received from 20 to 50% of traffic from mobile devices.

Effectiveness and Budgets

78% of companies measured the effectiveness of online marketing by a number of new clients. 58% of the respondents reported that they aimed for increasing conversions on their websites. The most effective client-generating channels were search advertising, search engine optimization, and targeting on social media.

75% of companies increased their digital marketing budgets in 2016. 45% of them spent more than 60% of their advertising budgets on digital marketing. However, less than a half (43%) of the respondents were satisfied with the results they received. The possible reasons for that are a lack of budget, lack of knowledge, and lack of strategy.

Either way, 47% of businesses were planning to increase digital marketing budgets by more than 20% in 2017.

Wrap Up

The general conclusion is that the Ukrainian businesses use many instruments of digital marketing. Still, there is a room for improving digital marketing strategies.

The problem is that only 27% of companies calculated ROI of their marketing campaigns. This means that they do not understand the effectiveness of digital marketing. At the same time, 63% of businesses indicated that they used only standard Web analytics reports.

Obviously, companies should pay more attention to omnichannel and cross-device conversions and measure them correctly.

If you have any questions regarding the presented results or need help with your digital marketing campaign, contact our representative.

2
Leave a Reply

avatar
1 Comment threads
1 Thread replies
2 Followers
 
Most reacted comment
Hottest comment thread
2 Comment authors
adminjorge Recent comment authors
  Subscribe  
newest oldest most voted
Notify of
jorge
Guest
jorge

I am reading this in 2020. I hope this will work for me as well since a lot has changed. I will apply it and if it did work me I will ley you you and will let others also know.

Recent posts

How the Ukrainian eCommerce Changed During A Month Of The War 

May 19, 2022

In early 2020 we were sure that the COVID pandemic changed our lives forever. This seemed a horrific situation for the world economy.

SEO promotion trends for 2022

May 12, 2022

What to focus on in 2022 as a part of your search marketing? Our team has put together the things you need to implement on your website to rank higher in the SERPs.

Promodo is a Digital Marketing Game Changer in Las Vegas

May 11, 2022

Promodo is a leading digital marketing agency dedicated to delivering streamlined, cost-effective modern marketing solutions to small, medium, and large organizations.

Link Building & Off-site SEO: 2022 Trends

May 6, 2022

Links are one of the main ranking factors for Google, so quality link building is an essential part of SEO work. Approaches are changing, and more quality donors are being selected, but the essence remains the same — free promotion requires paid methods as well.

Get You Free Proposal

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]

UK | USA | EST

+44 (0) 20 313 766 81
+44 7852 537715

Lincoln
The Terrace AT5,
Grantham Street,
LN2 1BD

+1 347 809 34 86

Las Vegas
6920 S. CIMARRON RD.,
Suite 100,
NV 89113

Tallinn
Roosikrantsi 2-K230,
Kesklinna linnaosa,
Harju maakond,
Tallinn 10119

How Ukrainian Businesses Used Digital Marketing in 2016

2
start now

Start now