Costs equal to 2021
Samsung, Xiaomi, Acer, Honor and other companies that stopped advertising activities in Russia in 2022 have resumed them, as reported by Kommersant.
What's more, brand marketing budgets in 2023 have reached 2021 levels, and in some cases, companies are spending even more than before. Interestingly, they place advertising through third parties, which are marketplaces, retailers and distributors. Foreign companies transfer to them advertising budgets and the right to manage the promotion strategy.
A source in one of the companies confirmed that this is indeed the case, adding that foreign companies «are mainly focused on cooperation with bloggers». At the same time, analysts emphasize that in 2022, all of the listed companies had no advertising in Russia. Tecno and Infinix increased marketing activity by 60%.
Samsung competes with a large number of Android manufacturers and does not have the same audience as Apple, so it is forced to maintain targeted marketing activities and maintain customer loyalty.