Abstract:

The paper offers a picture of the digital ecosystem in Romania, with an emphasis on the overall status of the digital marketing. The high-quality digital infrastructure, high penetration rates for ultra-fast broadband, and low dependency from the legacy technology are good grounds for further development of the digital economy in Romania. Even if the country enjoyed a 4 times higher development rate of the digital economy than some Western European countries, however, in per capita terms, it is still far from them. Moreover, the country’s population displays lower basic digital skills compared to other Central and Eastern European countries. A research study conducted to investigate the use of digital marketing in Romanian companies revealed the followings: a discrepancy between the digital marketing channels used by companies and the skills and habits of their clients’ use; only a small number of companies have a digital marketing strategy in place; a low use rate of SEO, content marketing, affiliate marketing; lastly, the digital marketing specialists’ employment deficiency.