In a period dominated by technological progress and rapid changes in consumer behavior, companies must stay on top of digital innovations to maintain their relevance in the market. In this context, the marketing agency Klain, in collaboration with the Center for Research in Communication and Social Innovation (CoRe) of the Faculty of Political, Administrative and Communication Sciences (FSPAC) of the Babeș-Bolyai University (UBB), BT MIC and with the support of the European Bank for Reconstruction and Development (EBRD), conducted a complex study that aimed to map the use of online marketing in Romania.
Results: A perspective on businesses in Romania
The study was conducted between August and December 2023 and involved over 1077 entrepreneurs from all counties in the country, providing valuable insight into how the digital environment influences business development. One of the central conclusions was the difference between owning a strategy and applying it, both with reference to the business and marketing actions.
Thus, although 75% of companies have a well-developed business strategy and over half of the respondents have developed a marketing strategy, only 23% of them apply the latter. This gap highlights both the difficulty of implementation and the significant opportunity for companies to improve their presence and impact in the digital environment.
Taking into account the marketing strategy, 42.8% of respondents did not define a strategy at all in terms of offline and online communication. Moreover, 60.6% of entrepreneurs said that they were only able to implement their marketing strategy in a proportion of less than 50%. This could be attributed to several factors, including insufficient resources, lack of expertise, rapid changes in marketing, and possible shortcomings in strategic planning or execution.
The study highlights the fact that most participating companies opt for outsourcing marketing services, with a strong preference for campaigns on platforms such as Google Ads and Meta Ads. This trend underlines the increased need for specialized expertise in the field of digital marketing and strategic partnerships with marketers who can provide the necessary support in this regard. Thus, 76.4% of respondents said that they do not promote internally, but outsource it.
In collaboration with marketing agencies, the services chosen are mainly Social Media. 86% of entrepreneurs are present on Facebook because of the agency they work with, 63% on Instagram, and 45% on LinkedIn. Relevant is the fact that entrepreneurs largely choose to access high-performance marketing tactics, such as Facebook Ads (48% of respondents) or Google Ads (57%), through collaborations with marketing agencies.
For a more detailed exploration of the topic and access to the study statistics, we invite you to consult the link: Study results.
Presentation of the results of the study: Networking opportunity
The key points of the study were presented and discussed at business events held in Cluj and Bucharest. They aimed to debate the figures obtained, bringing together a large number of experts and professionals in the field of communication, marketing and business development.
The first event took place in Cluj, where we had the honor of receiving as speakers the following:
- Ioan Hosu – Director of the Department of Communication, Public Relations and Advertising, Prof. Univ. at UBB
- Pintea Anghel – Coordinating Manager, Entrepreneurial Initiatives Department – within BT Mic
- Nicoleta Rusa – TBI Bank eCommerce Manager
- Alina Marchiș – Associate, European Bank for Reconstruction and Development, EBRD SME Programme Representative in Cluj
- Valentin Bolboaca – CEO KLAIN Marketing Agency
- Larisa Iuoraş – Account Manager of KLAIN Marketing Agency
- Mihnea S. Stoica – Lecturer from UBB
Among the topics addressed were the difference between business and marketing strategy, the importance of a presentation website, the use of online communication channels by companies, the impact of online presence on turnover, budgets allocated for the online environment and, last but not least, the impact of technological changes and artificial intelligence on businesses in Romania.
We would also like to thank those who were with us and had an essential contribution in organizing a memorable event: Cricova for the exquisite selection of wines offered for tasting, the Good Vibes Events team for their expertise in sound and lighting effects, Narcheese for the selection of aged cheeses, Nura for the supply of elegant furniture, Omega Printing House for making an impressive background for the photos, Pralina for the unforgettable desserts that delighted all the guests and, last but not least, the Rod Restaurant, which welcomed us with hospitality and was the perfect host for our event.
During the second event in Bucharest, organized at Stup, the speakers were Ioan Hosu, Pintea Anghel and Valentin Bolboacă, together with Daniela Marin, Principal Manager, SME Finance & Development, European Bank for Reconstruction and Development. The conference provided an ideal setting for the exchange of ideas, discussions on critical topics and networking, thus strengthening communication bridges between different entrepreneurs and specialists in the business ecosystem.
Next steps
The conclusions of the study conducted by Klain and his partners offer not only an important perspective on digital marketing in Romania, but also a set of recommendations for companies. They are encouraged to evaluate and improve their marketing strategies, invest in their online presence, and be open to adopting new technologies. Thus, the study constitutes a starting point for innovation and growth in the Romanian business world, opening up new development opportunities in the future.
