Online Presence Management And Data Gathering Process In The Romanian High-Tech Small And Medium Enterprises

As the customers interaction progressively moved into a data-driven online world, the companies have to be aware of the newest technologies and cybernation trends in order to survive on the digital market. A systematically data collection activity and data manipulation know-how can lead to educated guess and an increase in the offer personalization degree. Being aware of the online activity importance and continuously find new ways and channels to interact with the customers hopefully build trust and a personal company-customer relationship. The aim of this paper is to give a clearer understanding on the data gathering processes and to analyse the online channels where a company should communicate with each individual. There is also reviewed the way Romanian small and medium enterprises (SMEs hereafter) in the high-tech industry are building their online presence and collecting customer data, to ensure their online presence management. The main instruments used for the current research, to determine companies’ approach on data gathering and online interaction, were the phone interview - as qualitative research and the questionnaire – as quantitative research. The analysis was done on SMEs from Romania in the high-tech industry. Thus, hopefully will open the way for further research and development in the area, given the digital marketing approach.