Results - The importance of the online environment for the development of companies in Romania
1. The image that our research outlines is representative at national level, due to the involvement of at least one company from each county of the country.
Each area of the country is represented in the study, with companies from over 20 fields of activity and various turnovers. Thus, we have created a broad enough spectrum so that the results reflect a complex perspective on digital marketing in Romania.
2. Although 75% of the companies involved have a business strategy, only 23% of them realize and manage to implement a marketing strategy.
Regarding the marketing strategy, 42.8% of respondents did not define a strategy at all in terms of offline and online communication.
Moreover, 60.64% of entrepreneurs said that they were only able to implement their marketing strategy in a proportion of less than 50%.
3. The majority of respondents confirmed that they opt for outsourcing marketing services and that they need support for their online presence, especially for Google Ads and Meta Ads.
A percentage of 76.37% 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 due to the agency they work with, 63% on Instagram, 45% on LinkedIn.
Relevant is the fact that entrepreneurs largely choose to access high-performance marketing tactics, such as Facebook Ads (48% of them) or Google Ads (57%), through collaborations with marketing agencies.
4. Online presence is defined by having your own website and Social Media pages dedicated to the business.
Regarding communication channels, 68% of companies have a presentation website, 75% have a Facebook page, 46% have an Instagram page and 30% use LinkedIn to interact with consumers.
5. In terms of profitability, certain communication channels demonstrate their effectiveness more than others.
In this regard, respondents see communication on the following channels as profitable: Social Media (31.3%), their own website (29%), email marketing (10.3%) and SEO campaigns (9.1%).
6. Investment in online promotion is on a growing trend.
The budget used in 2023 increased compared to 2022 for 39% of respondents. Only 7% of them said they had decreased their budget for online marketing.
This trend is also due to the perception that online presence is important and very important for 78.8% of respondents.
7. Artificial intelligence has gained considerable momentum in the online environment and is part of the planning of online promotion.
Regarding the integration of AI in online promotion, 37% of the respondent companies aim to integrate artificial intelligence technologies in promotion to a large or very large extent.
Only 13% of them did not plan to use AI in the coming period.
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