Experts have identified Trends You Need 16 trends that concern:
- Analysts
- Target and SMM
- THIS
- Media advertising
- Marketplaces
- Performance
Analytics: Custom Solutions and Alternatives to Cookie Collection
The first trend in Russian analytics in 2025 is multipolarity. Since 2022, the Russian BI market has faced changes caused by the departure of Western solutions. This has contributed to the growth of interest in domestic platforms and BI systems. According to a study by the Digital Leader platform, from 2021 to the first quarter of 2024, the share of implementations of foreign BI solutions decreased from 90% to 23%, while Russian ones increased from 9% to 68%. As a result, Russian developers are expanding their capabilities and continue to introduce new features into their products to look more attractive than competitors.
Meanwhile, according to Digital Leader analysts, 54% of companies continue to use BI solutions from departed vendors, despite difficulties with support and development. Some prefer to improve open source solutions as an alternative to foreign BI systems.
Mikhail Chilikin, Head of Web Analytics at i-Media
The departure of Google Campaign Manager and Google Marketing Platform in 2022, the partial closure of BI products, BigQuery, the risks of the departure of Google Analytics and Google Tag Manager – everything complicates the life of domestic analysts and marketers, but provides opportunities for Russian vendors to occupy the vacated niches. New solutions appear and, as a result, Russian advertisers are drifting from a single standard towards custom solutions “for themselves”. Depending on your tasks, different tools will suit, so I will not undertake to advise specific solutions. But what is definitely worth doing now is investing in mobile analytics and direct communication channels with the user in the form of push notifications, SMS, messages in messengers, email.
The second trend is the search for solutions against the backdrop of the threat of disabling third-party cookies. In January 2024, Google limited the use of third- Trends You Need party cookies in Google Chrome by default for 1% of users and does not plan to stop there. For advertisers, the rejection of third-party cookies means complicating the process of “identifying” the user and reducing the effectiveness of advertising. What will happen:
- Due to problems with tracking the full user interaction cycle, indicators such as LTV and Retention will be measured incorrectly;
- due to the impossibility of correctly setting up targeting, it will be necessary to increase budgets for mass campaigns;
- As a result, the cost per lead will also increase.
Mikhail Chilikin, Head of Web Analytics at i-Media
Google has postponed disabling third-party cookies in Chrome for the third time until 2025, but has not abandoned the idea completely. central african republic business email list The adoption of a law toughening penalties for legal entities for leaking personal data will also complicate web analytics. Companies are once again wondering whether it is worth collecting this data at all.
SMM and targeting: entertainment content and focus on popular platforms
The first trend is human-centric SMM. According to the consolidated data, the overall picture of the leaders of social media platforms has not changed much. Therefore, the challenge of 2025 for business can be considered the construction and promotion of a strong brand. Companies social Profile Optimization for must create additional value, stand out in the face of rising production costs and fierce competition. And entertainment content can help with this.
Andrey Kuvaitsev, Head of Targeted Advertising Group at i-Media
Brands have realized that people relax on social networks first and foremost. That’s why they publish more entertaining and engaging formats: static and video memes, games, interactive content. If they have the resources, brands actively pick up on newsworthy events. This works well: users like it when a brand is in the same information space with them.
Today, in social networks, it is important to adjust the ad to the pain points of the project’s target audience segments . The more personalized the ad is in terms of user needs, the more effective it is. b2c fax For example, housewives should be shown kitchen appliances, and gamers – computers. Ideally, this applies not only to the essence of the ad, but also to the design. For women – creatives in pastel design, and for men – in a more contrasting one.