Nikolai Fomin

The paper deals with the strategy to attract distributors in direct sales companies through the channels of Internet marketing in Russia. Specific activities of distributors, regional search of geo-dependent and geo-independent queries, selection of audience basing on hyperlocal targeting are described in the paper.

A comparative analysis of the Russian market of direct sales and the German market, revealed the difference in the level of sales volume per distributor and the number of distributors on the market. Proposed two hypotheses these facts. To confirm the hypotheses, the cluster analysis one of the distribution network and comparative analysis of cluster indicators.