Why a Russian-only strategy failed in two of three CIS forex markets

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A Russian-only marketing strategy struggles to reach a broader audience in Uzbekistan and Azerbaijan, limiting forex brokers’ customer acquisition; Russian covers approximately 95% of Kazakhstan, around 44% of Kyrgyzstan, and about 50% of Uzbekistan. After switching to Uzbek-language ads and integrating Click and Payme, Uzbekistan reduced CPA from approximately $650 to around $380; local customer acquisition also requires adapting language, payment methods, and trust-building.