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Romanian online players to change long-term strategies

A lot of domestic press groups are rethinking their strategies in order to focus on the online component, and for the marketing and media planning experts the inclusion of the online promotion component has become a must, when they present their offers to advertisers.

Marius Pahomi, interaction business development manager with Mediaedge, was quoted by Business Standard as saying that, due to the technological evolution, consumer is also changing his or her behavior, life style and, implicitly, the information gathering habits. Consequently, we can talk about a bigger success of Internet advertisers, targeting various age segments, compared to the classical media in terms of hitting the target, said Alin Zainescu, managing partner with New Media agency. In Pahomi's opinion, it would be ideal for a publisher to sell directly, both from the financial point of view and for business reasons. In his turn, Alex Visa, managing partner with HyperActive, appreciates that the local media groups are constrained to develop at a faster pace and to consolidate their positions on the market through 'activation' of their online presence, under conditions in which they wish to retain their clients. HyperActive manager also said that both the state companies and publishers' direct sales departments have their role. 'In Romania, publicity state companies are fashionable because they started their activity five-eight years ago. But, shortly, the big publishers will start selling directly and the state companies will have to change their strategy, by offering supplementary technological services', Visa also said. According to the newspaper, the Romanian online is going through a growing period. Despite that it accounts for 2.6 percent only of the overall domestic media market - estimated at 625 million euros in 2008 - the online publicity market's potential is the biggest among all media channels. In 2007, Romania attracted in the online zone some 9.2 million euros in spending. Sursa: http://www.rompress.ro

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