Romanian companies should invest more in direct marketing

On average, Romanian companies allocate an annual €27,000 budget for direct marketing, two thirds of the Slovakian direct marketing budget, which is listed immediately above Romania.

Dejan Grbic, Managing Director of the Linea agency, said that direct marketing provides a series of advantages, such as a precise measurement of results, an accurate targeting of messages, and much better feedback from consumers.

“Romanian companies do not yet fully understand these benefits, and the fact that the market has become more complex, more sophisticated, and that clients enjoy far greater freedom than in the past,” said Petra Tekavec, Linea’s Deputy Managing Director.

Linea Directa based this study on the responses of some 1,300 managers in Romania, Slovakia, Hungary, Poland, and the Czech Republic, who operate in fields such as fast-moving consumer goods (FMCG), retail, IT, finance, and hotel, restaurant and cafes (HoReCa). Only companies that post annual revenues in excess of €1 million were considered for the study.