How to Succeed at Digital Marketing in Romania (Not the Textbook Version—The Real One)

Let me be direct: most digital marketing advice you'll find is written for Western European or American markets and fails spectacularly when applied to Romania.

The guides tell you to "build your SEO," "invest in content marketing," "leverage social media," and "optimise your funnel." All technically true. All are missing the point.

Because digital marketing in Romania operates under different rules:

• Different trust dynamics

• Different platform behaviours

• Different consumer psychology

• Different competitive landscapes

• Different infrastructure realities

As the senior partner of Lighthouse PR—Romania's number one communications consultancy specialising in corporate communication—I've watched hundreds of brands waste money on digital strategies built for markets that don't exist here.

Here's what actually works in Romania. Not what should work in theory. What delivers results in practice.

The Foundation: Understand You're Playing a Different Game in Romania.

Before tactics, you need to grasp the structural differences:

1) Trust Is the Bottleneck (Not Awareness)

In Western markets, Brand awareness often converts to consideration relatively easily.

In Romania, Awareness means nothing without trust. And trust is harder to build here because:

• Legacy of communist propaganda (official messaging is suspect by default)

• Post-transition scams and pyramid schemes (hundreds of thousands burned)

• Ongoing corruption and institutional distrust (extends to commercial relationships)

• Less developed consumer protection (you're more on your own if something goes wrong)

What this means for digital marketing:

You can't just "build awareness" and expect conversion. You need to build proof systems:

• Customer testimonials (with real names and faces)

• Third-party validation (media mentions, certifications, awards that matter)

• Transparent processes (show how things work, don't just claim they do)

• Money-back guarantees (reduce perceived risk)

• Social proof at scale (verifiable numbers)

The metric that matters: Not reach. Not impressions. Trust indicators that reduce purchase friction.

2) Price Sensitivity Is Structural, Not Tactical

The reality:

Romanian GDP per capita is ~60% of the EU average. Disposable income is lower. Economic volatility is higher.

What this means for digital marketing:

• Value communication must be explicit and provable

• Payment flexibility matters (instalments, delayed payment)

• "Premium positioning" works only for narrow segments

• Discounting is expected (but manage it strategically)

• ROI must be tangible (especially B2B)

Don't fight this. Build your digital strategy around it:

• Lead with value, not just features

• Show a clear ROI or benefit

• Offer flexible payment where possible

• Make pricing transparent (hidden fees kill trust instantly)

3) Digital Literacy Varies Wildly by Generation

The split:

18-35: Entirely digital. Sophisticated users. Ad-blind. Influencer-aware. Mobile-first.

35-50: Hybrid. Active on Facebook. Less on Instagram/TikTok. Desktop and mobile.

50+: Traditional media still dominant. Facebook presence, but less active. Sceptical of online transactions.

What this means:

You can't run one digital campaign and expect it to work across demographics. Age segmentation isn't optional—it's mandatory.

4) Platform Dynamics Are Unique

Facebook: Still dominant (older than Western markets). The marketplace is huge. Groups are active. Organic reach still exists.

Instagram: Growing fast. Younger skew. The influencer economy is mature. Shopping features are underutilised.

TikTok: Exploding. Very young. Mostly entertainment. Commercial use is still emerging.

LinkedIn: Professional class only. English content is common. Engagement is lower than in Western Europe.

YouTube: Massive reach. All demographics. Longer watch times than Western markets. Ad tolerance is higher.

Google: Dominant search. But also YouTube, Maps, and Shopping. Search behaviour differs (more transactional, less informational).

What this means:

Platform strategy must be Romania-specific, not copy-paste from global playbooks.

The Strategies That Actually Work

Strategy 1: Facebook Isn't Dead Here (Use It Properly)

The mistake I see constantly:

Brands treating Facebook like it's 2015 globally—posting corporate content, hoping for organic reach, running basic ads.

What actually works in Romania:

Facebook Groups as community infrastructure:

• Romanians use Groups actively (buy/sell, local communities, interest-based)

• Brands can build or engage with relevant Groups

• Value-adding participation builds credibility

• Direct customer feedback and insights

Facebook Marketplace as a sales channel:

• Not just for individuals—businesses succeed here

• Lower fees than dedicated e-commerce platforms

• Built-in trust through profiles and reviews

• Direct communication with buyers

Facebook Ads with hyper-local targeting:

• Target by city, neighbourhood, interests, behaviours

• Romanian-specific audience building (not just translated personas)

• Dynamic ads for e-commerce (retargeting works well)

• Lead generation forms (less friction than driving to the website)

Example of what works:

Local service businesses (contractors, tutors, repair services) dominate their markets through:

• Active participation in local Facebook Groups

• Marketplace listings with strong reviews

• Targeted ads to specific neighborhoods

• Responsive messaging (speed matters here)

Strategy 2: Influencer Marketing (But Do It Right)

The mistake I see constantly:

Paying mega-influencers for one-off posts that nobody believes.

What actually works:

Micro-influencers with engaged audiences:

• 5,000-50,000 followers

• High engagement rates (not just follower counts)

• Authentic connection to product category

• Romanian audience (not international followers)

Long-term partnerships over one-off posts:

• Multiple touchpoints build credibility

• Authentic integration into content

• Discount codes or affiliate links (trackable ROI)

• Creative freedom (over-scripted content fails)

Transparent disclosure:

• Romanian consumers respect honesty

• #ad or #parteneriat doesn't kill performance if the content is good

• Hidden sponsorships that get exposed destroy brand credibility

Platform-specific approaches:

Instagram: Lifestyle integration, Stories, Reels (behind-the-scenes works)

TikTok: Entertainment-first, product-second. Trends and challenges. Younger audience.

YouTube: Long-form reviews, tutorials, comparisons. Evergreen content.

Example of what works:

Beauty and fashion brands are building sustainable sales through 10-15 micro-influencers with engaged audiences, long-term partnerships, and authentic product usage.

Strategy 3: Google Ads (With Romanian Quirks)

The mistake I see constantly:

Running Google Ads campaigns optimised for Western search behaviour.

What actually works:

Understand Romanian search patterns:

• More transactional searches ("preț X," "unde cumpăr X")

• Less informational searches ("ce este X," "cum funcționează X")

• Brand + "recenzii" (reviews) is huge

• "Ieftin" (cheap) appears frequently

Geo-targeting matters more:

• Bucharest ≠ Cluj ≠ rural areas (different economics, different needs)

• Local inventory ads for retail

• City-specific landing pages

• Delivery capabilities shape targeting

Mobile-first is mandatory:

• 70%+ of searches on mobile

• Click-to-call critical for services

• Mobile landing pages must load fast (slower internet in some areas)

• Forms must be simple (nobody filling out 10 fields on mobile)

Shopping ads work well:

• Visual product searches are growing

• Price comparison is cultural

• Free shipping thresholds matter

• Reviews visible in ads increase CTR

Example of what works:

E-commerce brands dominating categories by:

• Hyper-targeted Shopping campaigns

• City-specific delivery messaging

• Mobile-optimized product pages

• Clear pricing, including delivery

Strategy 4: Content Marketing (But Useful, Not Corporate)

The mistake I see constantly:

Publishing SEO-optimised blog posts nobody reads.

What actually works:

Solve actual problems people search for:

• "Cum să" (how to) genuinely helpful content

• Comparison content ("X vs Y")

• Local guides (especially for services)

• Troubleshooting and FAQ content

Video content performs disproportionately well:

• YouTube tutorials and reviews

• Product demonstrations

• Behind-the-scenes manufacturing or service delivery

• Customer testimonials (video builds trust faster than text)

Interactive tools and calculators:

• Mortgage calculators

• ROI calculators

• Product configurators

• Comparison tools

User-generated content campaigns:

• Contests that generate authentic content

• Customer photos and reviews

• Community-submitted tips and hacks

• Social proof at scale

Example of what works:

Home improvement retailers are building traffic through:

• Video tutorials for common DIY projects

• Local guides to contractors and services

• Product comparison tools

• Customer project showcases

Strategy 5: Email Marketing (Yes, It Still Works)

The mistake I see constantly:

Newsletter spam that nobody opens.

What actually works:

Transactional emails optimised for engagement:

• Order confirmations with upsells

• Shipping notifications with related products

• Post-purchase follow-up requesting reviews

• Abandoned cart with specific objection-handling

Segmented campaigns based on behaviour:

• Browse abandonment (viewed but didn't buy)

• Category interest (showed interest in specific products)

• Past purchasers (replenishment or upgrades)

• Engaged but not purchased (nurture sequence)

Value-first newsletters:

• Tips, guides, and useful content

• Exclusive early access or deals

• Behind-the-scenes stories

• Customer spotlights

SMS for time-sensitive offers:

• Flash sales

• Low stock alerts

• Delivery updates

• Appointment reminders

Example of what works:

Fashion e-commerce building repeat purchase rates through:

• Style guides and outfit ideas

• Early access to sales for email subscribers

• Birthday discounts

• Personalised recommendations based on past purchases

Strategy 6: E-commerce Optimisation (The Details That Matter)

The mistake I see constantly:

Driving traffic to sites that can't convert.

What actually works:

Product pages optimised for Romanian buyers:

• Multiple photos from all angles

• Size guides and fit information

• Delivery time and cost upfront (no surprises at checkout)

• The returns policy is clearly stated

• Customer reviews with photos

• "Frequently bought together" suggestions

• WhatsApp contact option (Romanians love WhatsApp)

Checkout optimisation:

• Guest checkout option (don't force registration)

• Multiple payment options (card, cash on delivery, instalments)

• One-page checkout where possible

• Trust signals (security badges, return policy, contact info)

• No hidden fees (show total cost early)

Delivery options:

• Multiple carriers (different price points)

• Locker delivery (eMAG Easybox, FanCourier, etc.)

• Free delivery thresholds (clearly communicated)

• Express options for major cities

• Cash on delivery (still preferred by many)

Mobile experience:

• Fast loading (Romania has good internet, but mobile experience matters)

• Thumb-friendly navigation

• Simplified forms

• Click-to-call for questions

• Mobile payment options (Apple Pay, Google Pay)

Example of what works:

E-commerce sites are achieving 3-5% conversion rates by:

• Showing delivery cost and time on product pages

• Offering cash on delivery

• Providing WhatsApp customer support

• Multiple product photos with zoom

• Customer review photos

Strategy 7: Retargeting (But Not Creepy)

The mistake I see constantly:

Aggressive retargeting that follows people everywhere and annoys them into never buying.

What actually works:

Segmented retargeting based on intent:

• Cart abandoners (highest intent, highest value)

• Product page viewers (medium intent, show reviews/social proof)

• Category browsers (lower intent, show variety)

• Past purchasers (cross-sell, upsell, replenishment)

Frequency capping:

• Don't show the same ad 47 times

• 3-5 impressions per week maximum

• Exclude recent purchasers (don't retarget what they already bought)

• Time decay (reduce frequency over time)

Creative variation:

• Different messages for different stages

• Social proof for the consideration stage

• Urgency (ethical) for the decision stage

• Educational content for the awareness stage

Cross-platform coordination:

• Facebook, Instagram, and Google Display are working together

• Consistent but not repetitive messaging

• Sequential storytelling across touchpoints

Example of what works:

Travel and booking sites are recovering 15-20% of abandoners through:

• Cart abandonment emails within 1 hour

• Facebook retargeting with social proof

• Limited-time price holds

• Customer service outreach for high-value carts

Strategy 8: Local SEO (Especially for Services)

The mistake I see constantly:

Ignoring Google My Business and local search.

What actually works:

Google My Business optimisation:

• Complete profile with photos, hours, and services

• Regular posts and updates

• Respond to all reviews (positive and negative)

• Q&A section populated

• Booking or contact buttons are active

Local content and citations:

• City-specific landing pages

• Local business directories (Romanian sites matter)

• Local news and blog mentions

• Community involvement and partnerships

Review generation system:

• Ask happy customers for Google reviews

• Make it easy (send direct link)

• Respond to all reviews professionally

• Display reviews on the website

Local link building:

• Partner with complementary local businesses

• Sponsor local events or organisations

• Get featured in local media

• Participate in local business associations

Example of what works:

Restaurants, medical practices, and legal services dominate local search by:

• Optimised Google My Business

• 100+ positive reviews

• Active engagement with review feedback

• Local content marketing

How Lighthouse PR Approaches Digital Marketing Strategy

Let me be direct about how we work with clients on digital marketing: our core expertise is in corporate communications.

But we do strategic digital communication planning because:

• Digital channels are where corporate reputation is built or destroyed

• The CEO and the leadership's digital presence matter enormously

• Crisis communication happens on digital platforms first

• Integrated communication requires digital strategy alignment

What we do:

• Help CEOs and leadership build an authentic digital presence

• Develop corporate communication strategies that work across digital channels

• Coordinate with partners to ensure messaging alignment

• Plan digital crisis communication protocols

• Run digital marketing campaigns, including all social media channels

• Build thought leadership programs leveraging digital platforms

The Bottom Line:

Romanian Digital Marketing Requires Romanian Thinking

Here's what I need you to understand: Digital marketing in Romania isn't "global digital marketing in Romanian."

It's a distinct practice shaped by:

• Different trust dynamics

• Different economic realities

• Different platform behaviours

• Different consumer psychology

• Different competitive landscapes

The brands winning in Romanian digital marketing are the ones who:

• Build trust systematically through proof and transparency

• Understand and respect price sensitivity

• Segment by generation and behaviour

• Use platforms the way Romanians actually use them

• Optimise relentlessly for mobile

• Communicate value clearly and honestly

• Test and adapt constantly

Those who do not take the above into account risk failure.

The opportunity is enormous. Romanian digital infrastructure is excellent. Digital adoption is high, and e-Commerce is growing 20%+ annually. Social media engagement is strong.

But success requires doing it right. Not doing it Western. Not doing it cheap. Doing it right for this market.

—-

Note:

What's your experience? What's working for you in Romanian digital marketing? What have you tried that failed spectacularly?

I'm always learning. And this market changes fast enough that what worked last year might not work next year.

Let's keep the conversation going. Because the brands that figure this out will dominate the next decade of Romanian commerce.

About the Author

Steve Gardiner (exec MBA) is a senior marketing and commercial leader at Lighthouse PR, bringing global experience from Accenture, Electronic Arts, Virgin Media, Telekom, and Etisalat. Latterly, as VP Business at Etisalat, he was responsible for $1.8B in revenue.

Today, Steve applies his strategic, marketing, and growth expertise to support Lighthouse PR clients as part of the agency’s service offering.