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Digital Marketing in Romania
Mobile Marketing
Another emerging communication channel in Romania, part of digital marketing, is the mobile phone. The investments in this type of communication reached a level of approximately 400.000 euros in 2007. The figure is practically inexistent if we take a look at markets like the United States or Japan. Nonetheless, things are looking bright as companies no longer neglect this component in an integrated communication campaign. Moreover, there are more and more people in Romania who keep their Bluetooth permanently activated, so that the audience that can be reached through this type of advertising is getting bigger and bigger. Still, text messages are currently the most popular form of mobile marketing. The most active companies resorting to this type of publicity come from industries like FMCG, banking or insurance.
Romanians are starting to truly appreciate digital marketing and all the advantages it incorporates. It is true that for now it is only efficient in the case of some consumer segments in Romania, especially the younger ones. But its numerous advantages cannot be neglected. After all, digital marketing implies low costs, it can be rapidly implemented and the results can be somewhat easily monitored.
The Romanian market has many unexplored areas where digital marketing is concerned. The interest in this subject is growing rapidly as people spend more and more time in the digital environment and have increasing expectations regarding their virtual experience. In addition, they have become immune to common messages transmitted by brands. The only solution in order to reach consumers lies in their active involvement in the whole “brand experience” process. Local businesses have to learn to be interesting and innovative, to stand out from the crowd, to truly entertain and engage. And the market will repay them.
Author: Adriana Niculescu
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