WHY IS ETHNIC MARKETING SO IMPORTANT?
Russian-speaking citizens with migrant background have been living in Germany for 10-14 years but they haven’t abandoned their culture and language yet. They read Russian books and newspapers, listen to the Russian radio and watch Russian TV channels. On the Internet, they predominantly access Russian-speaking websites.
There are Russian communities or Internet portals in Germany which make communication among migrants possible. Numerous websites of the RuNet register users with German IP addresses. This is a case of the so-called cross-border traffic.
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STRONG TARGET AUDIENCE FOR PERFORMANCE MARKETING
Russian-speaking immigrants form a target group of strong buyers. The reason for that is the Russian mentality: consuming instead of saving. Statistics data show that emotional purchases take place very often. Image, status and the sophisticated appearance of brands play a very important role for many Russians. Women are fashion-conscious and spend much money on clothes, shoes, jewellery and cosmetics. Men spend money on the newest electronic devices. High standards are also aspired in many other fields as well, which distinguishes the consumer behaviour of Russians from the average consumer behaviour of Germans.