Recent Digital Trends in the Romanian Market

We are witnessing a process of steady growth in the digital industry.

The digital industry has evolved tremendously throughout the years. What we worked with in 1999 when we were founded, is completely different from today. We can say for sure though, that Romania is keeping up with the digital trends. This means that in this industry at least, we are growing and innovating.

Here are some trends that are developing in Romania and also have a good representation in CEE and Western Europe.

 

Video Marketing

Users are seeking on social media platforms authentic and interactive video content. Videos can be used as a valuable weapon for digital marketers, as they are an efficient method to draw customers’ attention. Marketers can see the impact their video have and optimize their content based on analytics features found on social media platforms. There are a lot of video formats available. By exploring the newest formats you can reach a bigger organic audience because platforms tend to promote new formats more.

 

Podcasting, the go-to audio digital trend in Romania

People started listening to podcasts more often since Apple started investing in their Podcast App and Spotify penetrated Romania’s market. Podcast themes vary from stories to marketing, from lifestyle to news. That’s why anyone can find a good niche for their brand. A podcast can be customized to send users to other marketing channels. You can invite your listeners to check the visuals on your website if your topic needs graphics, or to subscribe to your newsletter.   

 

Chatbots

Chatbots are essential for helping potential customers in their decisional process. You can use them as virtual assistants on your website. They answer questions immediately and even guide them on the needed page.  They are a great choice to easily improve the customers’ experience on a website or in an app.

 

Personalized content

Customers tend to be more attached by a brand if they have a personalized experience. Being featured in an Instagram story, having your name on a coffee cup or getting a personalized letter in your package makes you feel like there’s a bond between you and the brand. Some personal content, targeted properly, proves to be an efficient strategy in securing your customers’ loyalty. Once customers have a personalized experience with a certain brand, their loyalty skyrockets and they will have a longer customer value lifetime. 

 

Influencer Marketing

Influencers are a “must” in the marketing plan, especially for B2C marketing. Influencers are role models for different groups of people that your brand targets. They are watching an influencer’s morning routine, night routine, vlogs, “week’s favourites” and they’re even trying to imitate that type of behaviour. So, once your product is mentioned in a routine video, vlog, a “favourites” video, their viewers are more likely to try your product and become your customers.  

 

Shifting from Email Marketing to Whatsapp marketing

Social Messaging apps became a go-to for newsletters. Sending newsletters via email can be a difficult task, your email ends up ignored, moved to spam. But people tend to check their messaging notifications every time they hear one. So, social messaging apps can be more efficient than emails. 

 

Social Commerce

Part of the bigger e-commerce movement, you find social commerce on social media platforms. Instagram and Facebook already integrated a Shop and Marketplace feature in their app structure. These types of features make customers’ lives easier. They can start browsing various brands and products in one app. This isn’t helpful just for consumers, but for marketers as well. They can add their products on these platforms to be bought, without having extra steps in the buying process.

 

Micro-moments 

A micro-moment is finding yourself searching a few words from a song you heard yesterday at a pub. To sum it up: micro-moments are happening when a user needs to search for something specific on the internet. As they are driven by an intention, an impulse, they have to fulfil a certain need they have. You can take advantage of these moments by having a type of context integrating well with your brand. 

 

Digital Social Responsibility

Attending a CSR event is a good opportunity to be featured in social media, press and other digital channels. The exposure is big but beware. If your values and your customer’s value don’t overlap with the social event you will have a big disaster on your hands. It’s even bigger now with the chances of something becoming viral. This should not stop you, just do a thorough check before you make a decision.

 

Brands independence

To become independent, brands are now separating themselves from third-party vendors. Businesses are developing their own websites and services to have as much autonomy as possible. For example, if you own a restaurant, instead of contracting external delivery services, you are implementing your own.

 

Progressive Web Apps

A progressive web app is a website that looks and behaves in the same way as a mobile application. You can add it to the main screen of your phone and it will send push notifications and work offline. One of the main advantages is that it doesn’t need installation. You also don’t need to develop three separate apps for desktop computers, iOS and Android. One app is enough and it will work across all platforms.

 

Browser Push-Notifications

Browser Push-Notifications behave just like the notifications of your phone. Even when you are not on a website, they can be triggered. They are visible enough not to be ignored, and their main role is to draw customers back to your website. One of the advantages is that Windows and macOS started to invest in these features, giving us a hint of its importance.

 

User-Generated Content

Marketers are starting to use content generated by users to promote their products/services. They are using this type of content by creating challenges, contests, giveaways and some brands even repost photos made by customers with their product

 

Programmatic Advertising

By using artificial intelligence for ad buying automation, you can optimize your online advertising and better achieve your objectives. This technology increases your conversion rate and reduces customer acquisition costs. Through programmatic advertising, you can make sure that you are targeting a specific target in a certain context.

 

Geofencing marketing

Geofencing allows real-time customer targeting, depending on their location. If your customer is in the proximity of your restaurant, store or office, he can receive your ad as a push notification, text message or on other communication channels. A good example of this practice is the Waze app. Various brands’ are on this platform, and you can see their location while driving. 

 

Keeping your customers loyal

Various tools and features have been recently developed to ensure the loyalty of the current brands’ userbase. From social media groups to white label platforms dedicated to brand communities, in which you can build trust and reach your most loyal customers. 

 

Storytelling through social stories

When it comes to social digital trends in Romania, we see a rise in the story culture. Companies of all sizes are using them. By using stories, they can customize their content and be close to their existing customers. They are using it either to share moments from within the company, teasers of upcoming events live or tips and tricks.  

 

Contextual Marketing 

Paying attention to socio-demographic content of your customers can unlock new opportunities in your favour. You can capitalize on recent events, memes and causes that captivated the public. As an example, we have the ROM campaign, Toma Corunt or even the Savana’s non-traditional family ad.

 

Competitors interacting online

Lately, brands are interacting more with each other through various posts, comments, and replies, activating their audiences, endorsers or detractors the same. We can take as an example the interaction between KFC and Burger King or 5togo and Starbucks.  

 

Shifting to communities and groups

Social media platforms are starting to focus on communities. Facebook is adding features that you can use to analyze and manage your groups you’ve created and manage. Groups are giving users a possibility to discover activities with intent as opposed to our everyday scrolling.

 

Did we miss something? Let’s discuss it over a cup of coffee. Let’s start our digital journey!
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