“The business segment is a great opportunity and has excellent potential. We believe this to be strategic and have pursued this avenue,” says Dana Negoescu, Cosmote Romania’s Marketing Communications Manager. The communication approach for this segment of the company’s business focusses on small and medium-sized companies. The communication strategy for the business package begins with group benefits. “The difference in the message intended for the general public and the business segment is generated by the needs which the product addresses. As such, unlimited communication between members of the group is the distinguishing element for the business segment, compared to what is already on the market,” said Dana Negoescu. Due to the importance of both types of clients, Cosmote has chosen to promote both individual and business packages, added Dana Negoescu.
The company representative also stressed the importance of the internet, and the fact that the consumer’s interaction with a company go beyond a simple click. The consumer must be brought into the environment in which the company presents its offer, because his attention is 100 percent focussed on the offer and communication is much more efficient there. However, advertising agencies lack the experience of creating messages in this environment. “Many advertising companies do not have the experience to generate creative web support and this is where we have a problem with web communication specialists,” Dana Negoescu said.
User generated content is a component that companies and agencies should consider when communicating online. “There is no question that a relationship with a consumer relationships is not easy, but he must not be disappointed,” concluded Dana Negoescu.
