iSense Solutions study: Smartphones, the most efficient channel for campaigns’ promotion in Romania

Newsroom 30/11/2016 | 18:43

Over 60 percent of the companies in Romania are using as main promoting channel the Internet, shows a study created by the company iSense Solutions. At the same time, 34 percent prefer the leaflets and other 34 percent taking part in conferences / fairs and only 22 percent are promoting themselves using the smartphone, even it is considered to be the most efficient promoting channel by the companies that use it.

The study was conducted on owners / entrepreneurs, companies’ directors or general managers from four categories of companies from different sectors of activities in Romania: with up to five employees, with 6-50 employees, with 51-250 employees and with over 250 employees.

While the number of employees and budgets are growing, the mix of marketing used by the company and the importance of the traditional channels in the promoting of its services or its products rises are diversifying,” said Traian Nastase, managing partner of iSense Solutions.

Therefore, if the Internet is remarked as the major communication channel for all the categories (62 percent of the companies), the ones with 6-50 employees prefer to promote themselves also through leaflets (41 percent) and outdoor (28 percent), while the companies with over 250 employees address themselves even more towards the TV (61 percent).

Still the Internet is the promotional channel in which the companies have invested the most in the last 12 months (56 percent of the companies), with 44 percent of the companies with over 250 employees investing the most in TV.

When it comes to the efficiency of the promotional channels, the smartphone comes first, being considered the most efficient by 62 percent of the companies that are using it for promotions. It is followed by the Internet (55 percent) and the traditional media– outdoor (44 percent), radio (40 percent) and TV (34 percent).

Moreover, the most used online promotional ways are the company’s website (used by 67 percent of the companies), the Facebook ads (54 percent), the social media pages (46 percent), email marketing (37 percent), the ads’ websites (30 percent) and the Google ads (24 percent), while the most efficient are considered to be the social media pages (53 percent), the Google ads (49 percent) and the optimization for the search engines (47 percent).

The study analysis also the methods of direct sales used by the companies, being preferred those who assume the human interaction (the consultants and the sales’ agents), as well as the ads’ websites (for the companies with maximum five employees).

In an extreme competitive market, beyond the channels through which they chose to promote themselves, the companies have to give a special attention to the messages they transmit to the modern consumer, because they have a huge impact over the consumption decision,” added Andrei Canda, managing partner at iSense Solutions.

The study shows that 35 percent of the entrepreneurs / companies’ directors/ general managers consider that the positioning through small prices represents the key to success, while offering superior quality products/ services is the most important for 69 percent of them.  Moreover, it’s very important to assure a good client experience (61 percent), but at the same time, also to pleasantly surprise the clients (50 percent).

The study “The Romanian entrepreneur, face to face with the modern consumer”, created especially for Biz Days, is based on a quantitative research that assumed the gathering of online data from 267 active companies.

Romanita Oprea

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