Experiences of Digital Marketers on the Online Communication Strategy of IT Companies Using Focus-Group

Abstract

The IT field, by its nature and evolution, requires special attention to the online communication strategy. If for most IT companies, the marketing strategy is customized according to their product, customers, marketing objectives, budget, marketing team size, etc., there is a common perception of the digital communication strategy. Therefore, this article, which is based on two Focus-group research projects, aims to present the attitudes, experiences, and opinions of online marketers related to the digital communication strategy of IT companies based in Romania.