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The furniture industry: adapting to marketing trends and declining sales.

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The furniture industry: adapting to marketing trends and declining sales.

Industria mobilei: adaptarea la tendințele de

marketing și la declinul vânzărilor

Contextul actual

al industriei mobilei

în România

Industria mobilei din România a fost, tradițional, un sector cu performanțe notabile, contribuind semnificativ la exporturi și la economia României. Cu toate acestea, începând cu 2016, sectorul a înregistrat o scădere continuă , pierzându-și treptat competitivitatea pe piața internațională. Factorii principali ai acestei tendințe includ creșterea costurilor de producție și concurența acerbă din partea țărilor precum China și Ucraina, care oferă produse similare la prețuri mai competitive.

În ciuda acestor provocări, industria mobilei rămâne unul dintre puținele sectoare cu un excedent comercial în România, exporturile depășind . importurile. Totuși, scăderea producției și a exporturilor în ultimii ani subliniază necesitatea unor strategii de adaptare la noile realități economice și de consum.

The current context of the furniture industry in Romania.

The furniture industry in Romania has traditionally been a sector with notable performance, significantly contributing to exports and the country's economy. However, since 2016, the sector has experienced a continuous decline, gradually losing its competitiveness in the international market. The main factors behind this trend include rising production costs and fierce competition from countries such as China and Ukraine, which offer similar products at more competitive prices.

Despite these challenges, the furniture industry remains one of the few sectors with a trade surplus in Romania, with exports exceeding imports. However, the decline in production and exports in recent years highlights the need for strategies to adapt to new economic and consumer realities.

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Emerging trends in furniture industry marketing for 2025.

Pentru a rămâne competitive

,companiile internaționale din industria mobilei se adaptează rapid la o serie de tendințe. Pentru industria locală, a ține pasul este metoda prin care pot vinde mai mult și mai scump, compensând creșterea costurilor de producție.

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Emerging trends in furniture industry marketing for 2025.

To remain competitive, international companies in the furniture industry are rapidly adapting to a series of trends. For the local industry, keeping up is the way to sell more and at higher prices, offsetting the rising production costs.

1.Minimalist design and premium aesthetics

Majoritatea site-urilor de mobilă adoptă un design minimalist, caracterizat prin spații albe generoase, tipografie curată și imagini de înaltă calitate. Această abordare nu doar că oferă o estetică premium, dar și facilitează navigarea utilizatorilor , permițându-le să se concentreze pe produsele prezentate.

2. Optimizarea pentru

dispozitive mobile

Cu o creștere continuă a utilizării smartphone-urilor,optimizarea conținutului pentru dispozitive mobile devine crucială. Statisticile arată că 97,6% dintre utilizatori dețin un smartphone, ceea ce subliniază importanța strategiilor de marketing mobil eficiente.

3. Integrarea

showroom-urilor virtuale și

augmented reality (AR)

To provide customers with an innovative shopping experience, furniture companies can invest in virtual showrooms and AR technology. These allow customers to visualize products in their own space before purchase, enhancing the shopping experience and reducing return rates.

4. Storytelling autentic și

branding emoțional

Consumers seek brands they can resonate with on an emotional level. Authentic storytelling and branding that reflects the company’s values and mission can create a strong connection with the target audience. 

5. Automatizarea marketingului

și utilizarea chatbot-urilor

Implementing marketing automation solutions and chatbots can improve operational efficiency and provide customers with real-time assistance.

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1.Minimalist design and premium aesthetics

Most furniture websites adopt a minimalist design, characterized by generous white spaces, clean typography, and high-quality images. This approach not only provides a premium aesthetic but also facilitates user navigation, allowing them to focus on the

showcased products.

2.Optimization for mobile devices

With the continuous rise in smartphone usage, optimizing content for mobile devices becomes crucial. Statistics show that 97.6% of users own a smartphone, highlighting the importance of effective mobile marketing strategies.

3.Integration of virtual showrooms and

augmented reality (AR)

To provide customers with an innovative shopping experience, furniture companies can invest in virtual showrooms and AR technology. These allow customers to visualize products in their own space before purchase, enhancing the shopping experience

and reducing return rates.

4.Authentic storytelling and emotional branding

Consumers seek brands they can resonate with on an emotional level. Authentic storytelling and branding that reflects the company’s values and mission can create a strong connection with the target audience. 

5.Marketing automation and the

use of chatbots

Implementing marketing automation solutions and chatbots can improve operational efficiency and provide customers with real-time assistance.

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Studiu de caz:

Euromobila: Reîmprospătarea imaginii prin strategie de marketing

A striking example of adapting to new marketing trends is Euromobila, a local sofa manufacturer with over 20 years of presence in the market. In 2024, the company partnered with the BlackSquare agency to refresh its image and connect more effectively with its target audience.

The challenge

Anterior colaborării,

comunicarea Euromobila se axa exclusiv pe prezentarea individuală a produselor, fără o identitate vizuală distinctă sau o conexiune emoțională cu publicul. Deși produsele erau apreciate pentru calitate, lipsa unei strategii de branding eficiente limita expansiunea pe piață.

The solution

BlackSquare implemented a comprehensive strategy to transform the public's perception of Euromobila:

Case study: Euromobila: Refreshing the image through

a marketing strategy.

A striking example of adapting to new marketing trends is Euromobila, a local sofa manufacturer with over 20 years of presence in the market. In 2024, the company partnered with the BlackSquare agency to refresh its image and connect more effectively with its target audience.

The challenge

Prior to the collaboration, Euromobila's communication focused exclusively on showcasing individual products, without a distinct visual identity or an emotional connection with the audience. Although the products were appreciated for their quality, the lack of an effective branding strategy limited market expansion.

The solution

BlackSquare implemented a comprehensive strategy to transform the public's perception of Euromobila:

  • Redefining the visual identity: We created a friendlier and more authentic brand image, inspired by the atmosphere of Romanian families and traditional motifs.

  • The use of doodle and visual storytelling: . :The introduction of creative illustrations . imaginile statice ale produselor în cadre interactive și memorabile, facilitând o conexiune emoțională cu publicul.

  • Emphasizing local production : The communication emphasized that the . products are made in Romania, promoting local quality and craftsmanship.

  • Engaging video content: Creating videos showcased the quality and durability of the products . in a modern way. We also took the first steps in bringing the family behind the brand into the public's view.

  • Campaigns on Facebook and Google AdsThe marketing campaigns were optimized . optimizate pentru a atrage clienți în magazine, bazându-se pe noua identitate vizuală și pe mesaje

mai calde.

  • Development of a modern website: Am lucrat la o platformă digitală nouă care să asigure mai multă coerență, dar și să reflecte mai bine valorile brandului și calitatea produselor. Ușor, ușor, Euromobila se prezintă ca un brand premium, capabil să țină pasul cu

vremurile actuale.

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  • Redefining the visual identity: We created a friendlier and more authentic brand image, inspired by the atmosphere of Romanian families and traditional motifs.

  • The use of doodle and visual storytelling: . :: The introduction of creative illustrations transformed static product images into interactive and memorable frames, facilitating an emotional connection with the audience.

  • Emphasizing local production : The communication emphasized that the products are made in Romania, promoting local quality and craftsmanship.

  • Engaging video content: Creating videos showcased the quality and durability of the products in a modern way. We also took the first steps in bringing the family behind the brand into the public's view.

  • Campaigns on Facebook and Google Ads: The marketing campaigns were optimized to attract customers to the stores, based on the new visual identity and warmer messages.

  • Development of a modern website: Am lucrat la o platformă digitală nouă care să asigure mai multă coerență, dar și să reflecte mai bine valorile brandului și calitatea produselor. Ușor, ușor, Euromobila se prezintă ca un brand premium, capabil să țină pasul cu
  • vremurile actuale.
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The results

The implementation of this strategy led to a significant increase in interactions and conversions, strengthening Euromobila's market position. For example, the Black Friday campaign saw a 10% increase in sales,with a budget reduced by 30%.

buget redus cu 30%.

The implementation of this strategy led to a significant increase in interactions and conversions, strengthening Euromobila's market position. For example, the Black Friday campaign saw a 10% increase in sales,with a budget reduced by 30%.

buget redus cu 30%.

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Real estate sales in 2025: marketing, scandal, necessities

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Real estate sales in 2025: marketing, scandal, necessities

Trust is essential when buying a home. You don't buy a pair of shoes that you can return if they don't fit. It's a decision that shapes the decades to come: you might take out a 30-year loan, or you might stake your savings and your parents' savings—money accumulated with sacrifices, with extra hours worked, with vacations postponed. In such a decision, you can't afford to be deceived by empty promises or flashy renderings that hide cheap finishes.

When the Nordis scandal hit the real estate market, a trust crisis had already been brewing in the minds of potential buyers for a long time: "Did you hear that water leaked through Ionescu’s ceiling?", "Did you hear that Maria can't sleep because of the noise from the neighbors and wants to rent out her new apartment?"

The Nordis scandal reminded us of what we already knew: things can always get worse. Imagine paying the down payment for a home, only for the developer to sell it to someone else. Or even to multiple people.

Real estate marketing doesn’t just sell square meters, it sells trust.

In a market where, as we mentioned, every decision means years of installments or a lifetime's savings, developers cannot afford to leave this trust to chance. Exaggerated promises and idyllic renderings no longer convince: people want proof, transparency, and a solid track record. Marketing must build real authority, not just a pretty image. Live construction site tours, authentic testimonials, and constant updates on the progress of works—these are more valuable than any flashy campaign. In 2025, those who earn customers' trust will also win the market.

The Evolution of Real Estate Sales in 2024

It’s expensive, there are risks, but you still want to move to the big cities. You’re just more careful about who you buy from.

As a result, in 2024, the real estate market in Bucharest recorded significant growth, supported by more favorable conditions for accessing mortgage loans. Demand remained strong, while supply continued to decrease both in the sales and rental segments, leading to new price records in the major cities of the country.

In terms of figures, sales of houses and apartments in Bucharest and Ilfov increased by nearly 8%. Despite ongoing challenges throughout the year, from start to finish, the market showed resilience.

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Challenges in 2024

  • The increase in VAT for properties over 120,000 euros: This fiscal change initially raised concerns about a potential discouragement of buyers. However, Romanians quickly adapted.

  • The decrease in housing supply: The reduction in the number of available properties has put pressure on prices, limiting options for potential buyers and renters.

  • The crisis of trust:, following the Nordis scandal.
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Perspectives for 2025

People know what they’re looking for and are becoming more informed. The chances of success in property sales are high, as long as you choose a marketing agency that understands the value of trust, not just the value of awareness. After all, even Nordis' brand recognition exploded in recent months.

In the digital age, real estate marketing has transformed: from elegant brochures and formal salespeople to viral posts, memes, and interactive storytelling. Creative campaigns help raise awareness of a project, but in the end, customers want to see technical specifications and trust the developer. The Nordis crisis has shown how important it is for a brand to inspire confidence, not just create hype. In 2025, transparency, guarantees, and the developer's reputation will matter more than any viral campaign. People are more cautious and want to know exactly what they're getting for their money. Effective marketing must combine creativity with concrete facts: stunning images, but also detailed technical plans; video testimonials from satisfied customers and real-time construction updates.

Of course, memes and TikTok are fair game, but let's not forget to also focus on what clients are looking for, not just what other companies are doing on Social Media.

According to a survey conducted by Imobiliare.ro, two-bedroom apartments in major cities remain the most sought-after in 2025. Buyers place emphasis on features such as a thermal heating system or other modern heating solutions, easy access to public transportation, and the availability of a parking space or garage. Additionally, homes in suburban areas are becoming increasingly attractive, offering extra space at prices often more affordable than city properties. Most potential buyers are aiming for a budget of up to 120,000 euros. 

No respondent stated that they prioritize TikTok virality. After all, the medium of communication and the message are complementary, not equivalent.

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Politica GDPR

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Privacy Policy – BlackSquare

BlackSquare respects your data privacy and uses it exclusively for the purposes for which it was collected. The data provided by prospects is stored and used for a maximum period of 3 years and is used for:

Sending personalized offers

Collaboration proposals

Informative newsletters

Maintaining communication and a relevant flow of information between parties

BlackSquare does not disclose, transfer, or outsource your data to third parties, under any circumstances or pretext.

For any questions or requests regarding personal data, you can contact us at hello@blacksquare.ro. hello@blacksquare.ro .

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How strategic partnerships can transform marketing: an agency's perspective.

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How strategic partnerships can transform marketing: an agency's perspective.

O agenție imobiliară și un producător de mobilă, o librărie și un cabinet stomatologic – sunt doar câteva parteneriate posibile, care ne fac să ne simțim inspirați.

In an increasingly saturated market, innovation in marketing is no longer just an advantage, but a necessity. One of the most effective strategies is promotion through strategic partnerships. As a marketing agency, we believe that a smart collaboration between brands can not only amplify visibility but also bring greater satisfaction to end customers. This, in turn, translates into loyalty and trust.

Why partnerships are the key in a competitive environment?

Brand partnerships allow overcoming the limitations of saturated markets. For example, two companies from complementary industries can combine resources to create campaigns with a greater impact than they would achieve individually. This type of collaboration not only improves cost-efficiency but also brings benefits such as increased customer loyalty and expanded customer base.

For example, an apartment in a new real estate development is a perfect place to showcase the sofas of a local furniture manufacturer. The complete experience offered to those who enter the apartment adds value to each of the two companies.

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How can an agency facilitate these partnerships?

According to Forbes, marketing agencies play a crucial role in initiating and managing these collaborations. We, as an agency, identify common points between brands, connect them, and aim to develop campaigns that bring value to both parties.

The benefits of strategic partnerships.

  1. Access to new market segments: A well-thought-out partnership allows for the exploration of audiences that would otherwise have been difficult to reach.
  2. Cost reduction: Shared resources – whether financial or logistical – reduce the financial burden for both parties.
  3. Increased credibility: Partnering with a respected brand can enhance consumer perception of your own brand.
  4. Innovation: Collaboration between creative teams generates new ideas and innovative solutions.

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Partnerships where the agency is the main player

Beyond facilitating collaborations, an agency can become a direct partner in campaigns. For example, we can create events and materials together, where we not only promote the client's brands but also position ourselves as a trusted voice in the industry. 

At the same time, we can opt to create case studies where the agency promotes itself by showcasing the achievements of its clients. In this context, at BlackSquare, we recently published a promotional video discussing a Black Friday campaign we did for Euromobila. This way, we promoted both our work and the partner company.

At the same time, we recently posted on social media a discussion between us and the founder of the fashion brand Nouvelle by Luciana, where we highlighted both the services we provided to Luciana and her dedication.

Conclusion

Strategic partnerships are not just about doing things together, but about doing them better. A marketing agency that understands the value of collaboration can turn brand relationships into a powerful loyalty driver. We are here to build bridges in an increasingly connected world, one that is in search of holistic experiences.

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Meta vrea exprimare liberă

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Meta wants free expression. People pleasing or business strategy? 

Meta is making a risky business bet: letting people say whatever they want. Threatened by growing competition, the company has decided to copy platform X’s model in an effort to win back lost users. TikTok, in particular, has overshadowed Meta’s dominance, and the planned ban of the Chinese platform in the U.S. this month is still uncertain.

Meta, the parent company of Facebook and Instagram, has announced major changes in its approach to content moderation. The company will eliminate its third-party fact-checking program and introduce a new initiative called "Community Notes." These changes come as part of a reevaluation of free speech and moderation policies, aiming to address criticism regarding censorship and the role of platforms in controlling the flow of information.

In an increasingly competitive digital world, the democratization of content through initiatives like "Community Notes" could help Meta attract users who are spending more and more time on platforms like TikTok. By involving the community in moderation, Facebook and Instagram could become more appealing to those seeking a space for free expression.

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How many people are on Facebook…

For the third quarter of 2024, Meta reported that 3.29 billion people used at least one of its core products (Facebook, WhatsApp, Instagram, or Messenger) daily. This figure marks a slight increase from the 3.27 billion daily active users recorded in the previous quarter.

The company has stopped reporting the number of daily active users for each platform individually, with some critics claiming that it is trying to conceal a significant slowdown in Facebook’s growth. This strategy is common among mature tech companies that can no longer impress with soaring monthly user numbers as they once did.

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…and why it’s important to have many users who are confident

Se spune că „There’s no such thing as a free meal”. Platformele Meta sunt gratuite pentru utilizatori, însă prețul real este acela pe care îl știm cu toții: datele noastre.

The decision to eliminate fact-checking highlights Meta's core philosophy: the platform is not a traditional public space but an ecosystem designed to collect complex and real data. While many criticize the lack of transparency or measures taken against content deemed inappropriate, the company continues to operate according to its own business model.

Third-party fact-checking has been a controversial initiative since its launch. Although the goal was to combat misinformation, the program was criticized for political bias and for removing content that did not align with certain narratives. Mark Zuckerberg, Meta's CEO, states that he wants to "restore free expression" on the company's platforms, emphasizing the importance of greater diversity of opinions and open debates.

By removing perceived censorship, the platform can strengthen its position as an attractive space for debates, attracting more users and, consequently, more valuable data. X (formerly Twitter), which operates on the same system that Facebook will now implement (Community Notes), experienced a resurgence in engagement following its rebranding after Elon Musk's acquisition. However, X also highlighted the risks associated with the perceived lack of content moderation. According to SimilarWeb, the U.S. elections were followed by a wave of users who decided to leave the platform, outraged by the political content they were bombarded with.

What is "Community Notes"?

"Community Notes" is a collaborative system inspired by a similar feature used by Twitter (now X). Users can add context to public posts, helping to clarify information in a transparent and democratized manner. This feature aims to reduce misinformation by directly involving the community, rather than relying on a third party's intervention. Meta claims that this model promotes greater collective responsibility.

Critics, however, argue that "Community Notes" could lead to polarization and manipulation if well-organized groups exploit the system to amplify one-sided perspectives. There are also concerns that regular users may not have the time or the expertise to properly verify information.

„That’s cool”, a postat Elon Musk despre inițiativa Meta de a reduce cenzura pe platformă, imitând modelul

the X app.

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Perspective

Meta's decision to abandon fact-checking marks a significant shift in its moderation philosophy. This comes in a broader context where tech companies are increasingly pressured to balance freedom of expression with combating misinformation. Critics accuse Meta of prioritizing profitability over ethics, while supporters argue that this is a step toward restoring a democratic balance.

International press notes that Meta's policy change comes with the appointment of Dana White, CEO of the Ultimate Fighting Championship (UFC) and a close ally of President Donald Trump, to its Board of Directors. Trump's antipathy towards Facebook (and affinity for TikTok) is well known. Even so, there have always been pressures from all sides. Beyond all this, Meta remains a giant with a strong business model, capable of reinventing itself for its own profitability.

The removal of the fact-checking program and the introduction of "Community Notes" represent an experiment with long-term implications for social media platforms. Success will depend on Meta's ability to manage and refine this system to avoid abuse.

Until then, Meta will continue to be at the center of global debates about the responsibility of tech companies in content moderation and protecting freedom of expression.

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Industria Bancara

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The banking industry has access to more data than ever before. This creates segmentation opportunities that were unimaginable in the past, but it also brings new challenges in organizing communication flows in a way that goes beyond databases.

According to a study, only 14% of customers feel that banking offers are sufficiently personalized, which is surprising in the era of Big Data.

Transformations and Opportunities

Bank marketing is undergoing a period of rapid transformation , as banks adapt to new technologies and trends in the financial sector, borrowing strategies and business models from fintechs. Today, banks are no longer just traditional financial institutions; they are becoming key players in digital ecosystems, using Big Data and artificial intelligence to create personalized experiences and optimize their services.

By integrating Big Data, banks can analyze vast amounts of information about customers, from financial behaviors and transactions to their activity on social media, in order to build detailed profiles and offer real-time personalized offers. These strategies help financial institutions improve customer segments, create highly relevant marketing campaigns, and predict customers' financial needs before they explicitly express them.

Moreover, the use of AI for predictive analytics and the automation of banking processes allows banks to reduce operational costs and improve efficiency, reaching a level of personalization that was impossible to achieve just a few years ago. Banks now use diverse data to create detailed customer profiles.

As a result, they plan more relevant marketing campaigns, analyze customer behaviors and needs, and reduce the risks of making inappropriate offers.

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Personalization of banking services is essential and increases customer loyalty.

According to a study, only 14% of customers feel that banking offers are sufficiently personalized, showing that adopting modern technology can make a significant difference.

How can customer behavior and preference data be used to create personalized messages? For example, email campaigns with financial offers tailored to customers' life events, such as saving for education or purchasing a home.

Integrating personalization across all channels—social media, email, mobile apps—creates a unified and deeply personalized experience.

How an agency complements an in-house team

Why would a large bank with a robust internal marketing department need an external marketing agency? The answer lies in the different perspective that an agency brings.

Especially since it has access to large volumes of data, an internal team can sometimes become too absorbed by its own internal processes and objectives. The agency, on the other hand, can look at things from the outside, bringing cross-industry experience to create workflows and communication strategies.

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Creating a structure

Taking the BlackSquare-BCR relationship as an example, the most important contribution wasn’t necessarily the creation of in-app messages, landing pages, or newsletters. First and foremost, we helped structure communication flows for various products, with long-term benefits both for our client and their customers. We took on task management based on a flexible delivery calendar. We created an interactive working template where the client could provide real-time feedback and contributed to improving the process of turning products into coherent digital communications.

In the process of creating deliverables, we contributed to tone differentiation between brands and the creation of complex, interconnected messaging flows (from educational messages to product promotion, explaining functionalities in order of importance or particularities, cross-sell, thank you messages, follow-ups, etc.).

A good agency audits and optimizes existing processes and brings an external perspective, identifying weak points in the current workflows:

  • Is customer segmentation being used correctly?
  • Are the messages consistent across all channels?
  • Are the results measured correctly?

In addition, it proposes a communication framework tailored to the bank's needs and its customer segments. The created framework should be:

  • Scalable: To accommodate rapid changes in the industry.
  • Customized: It should integrate emotional tactics, tailored to the segments, alongside factual financial messages.

BCR traditionally had a marketing strategy focused on offline channels. The trend of moving banking services online, accelerated by the pandemic, along with the launch of the George banking app, brought notable changes, in which BlackSquare has been closely involved.

Overall, the banking industry is at a turning point. Technologies like artificial intelligence and automation are redefining what it means to be close to the customer. However, despite all the digital tools, the essence remains the same: trust.

Marketing agencies working with large banks not only implement campaigns but also build mechanisms that support long-term trust. Through a well-thought-out communication flow, brands not only manage to capture the attention of clients but also remain relevant in their lives.

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Ai carte ai profit

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When was the last time you bought a book?

For many Romanians, the answer is: I have never bought one. Marketing for an online bookstore, given the current socio-economic conditions, is certainly a challenge.

The book industry in Romania is going through a difficult period, influenced by economic and social factors, as well as unconventional competition from other distribution channels. In this context, bookstores are facing the urgent need to rethink their marketing strategies in order to survive and grow.

These strategies must balance a well-structured pricing and discount system with mechanisms for educating and attracting a young, undecided audience.

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Romanians read little, and the perceived cost of books is one of the main obstacles. Studies show that many consider the prices of books too high in relation to their purchasing power, which makes reading seem more like a privilege than an everyday activity.

Romania ranks last in the European Union when it comes to reading. According to a Eurostat report, only 30% of Romanians say they read at least one book in 2022. Furthermore, only 2-3% of the population buys books regularly, placing us well below the European average. Additionally, spending on book purchases is among the lowest in Europe, reflecting both low purchasing power and an underdeveloped reading culture.

Additionally, data shows that in Romania, significantly fewer copies of books are printed and sold compared to other European countries. For example, the average print run for a book in Romania is about 1,000 copies, compared to 5,000-10,000 in France or Germany. This not only indicates low interest but also a lack of investment in promoting and distributing books at the national level.

The unexpected competition: supermarkets and digital platforms

A recent phenomenon is the expansion of book and school supplies sales in supermarkets or even through delivery platforms such as Glovo. These channels offer competitive prices and increased accessibility but reduce the relevance of bookstores as cultural destinations. At the same time, the online book sales focus on aggressive discounts, which further complicates bookstores' efforts to compete with large retailers.

Moreover, in the digital age, competition comes not only from other books but also from various forms of entertainment such as social media, video games, or streaming platforms.

However, initiatives like the BookTok BookTok phenomenon show that storytelling and emotional engagement can completely transform the way books are perceived.

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The unexpected competition: supermarkets and digital platforms

A recent phenomenon is the expansion of book and school supplies sales in supermarkets or even through delivery platforms such as Glovo. These channels offer competitive prices and increased accessibility but reduce the relevance of bookstores as cultural destinations. At the same time, the online book sales focus on aggressive discounts, which further complicates bookstores' efforts to compete with large retailers.

Moreover, in the digital age, competition comes not only from other books but also from various forms of entertainment such as social media, video games, or streaming platforms.

However, initiatives like the BookTok BookTok phenomenon show that storytelling and emotional engagement can completely transform the way books are perceived.

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What can we do?

To remain relevant and competitive, bookstores must constantly innovate. Here are a few key directions:

  • Strengthening a brand identity: Bookstores can become more than just sales spaces by offering cultural experiences such as book launches, author events, or reading clubs.
  • Digitalization and integration with current trends: Presence on social media with short video content, optimizing the sales process, and implementing newsletters and membership mechanisms, along with adapting to trends on TikTok or Instagram, can make a bookstore more attractive and accessible to the younger generation.
  • Strategic partnerships and education:Events, fairs, and collaborations with cultural organizations to promote reading among young people can create a solid foundation of long-term readers.
  • Emotional and viral marketing: Marketing campaigns can be focused on captivating stories or even humor and visual innovation.

What did we achieve through video materials targeted at a young audience?

In the first month, the traffic to the online bookstore we promoted doubled. The engagement rate also increased substantially. The ATC (add to cart) campaigns created from videos had a lower cost per result, and Reels attracted new followers on Instagram.

However, we ran into a new problem: many of those who commented had the same remark: "Your books are so expensive!"

In line with the market-specific percentages, approximately 10% of the ATCs resulted in a purchase. Compared to our ambitions, this was a wake-up call regarding the importance of a pricing strategy based on a thorough market analysis and the need for consistent communication through newsletters.

We laid the foundations for discount strategies and their promotion, after which we began to see new improvements. As we build a strategy that involves not only communication mechanisms but also pricing and sales strategies, we are targeting new customer categories and aiming to retain existing ones. 

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What did we achieve through video materials targeted at a young audience?

In the first month, the traffic to the online bookstore we promoted doubled. The engagement rate also increased substantially. The ATC (add to cart) campaigns created from videos had a lower cost per result, and Reels attracted new followers on Instagram.

However, we ran into a new problem: many of those who commented had the same remark: "Your books are so expensive!"

In line with the market-specific percentages, approximately 10% of the ATCs resulted in a purchase. Compared to our ambitions, this was a wake-up call regarding the importance of a pricing strategy based on a thorough market analysis and the need for consistent communication through newsletters.

We laid the foundations for discount strategies and their promotion, after which we began to see new improvements. As we build a strategy that involves not only communication mechanisms but also pricing and sales strategies, we are targeting new customer categories and aiming to retain existing ones. 

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Conclusions

We discover once again that building a long-term requires a holistic approach, aligned with market realities. This approach must integrate analysis and reporting tools, creativity, pricing mechanisms, and, most importantly, the ability to continuously adapt to change.

In a market dominated by economic obstacles and sometimes unfair competition, bookstores must become dynamic cultural hubs and invest in strategies that go beyond creative marketing. By integrating technology, building communities, and adapting to the needs of the audience, a bookstore can succeed in reaffirming its essential role in education and culture.

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TikTok as an electoral weapon: M16 or double-edged sword?

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TikTok as an Electoral Weapon:

M16 or Double-Edged Sword?

TikTok's power to influence decisions has been a hot topic for some time. In the context of presidential elections (both in Romania and globally), the focus is now on the platform's ability to influence their outcome. Surprises often lead us to hastily claim that TikTok could be a decisive factor. But is TikTok really the deciding factor, or just the stage where the show unfolds? Choosing a candidate, much like deciding to purchase a product, depends on a complex mix of social, emotional, and cognitive influences. Furthermore, TikTok's algorithms (and those of other platforms), partly a "black box," can amplify or disadvantage certain types of content, but they don't guarantee impact, which remains hard to measure. 

The lesson from the USA: TikTok, an unpredictable weapon

In the USA, both Donald Trump and Kamala Harris sought to increase their presence on TikTok in an attempt to reach younger voters. 

Kamala Harris a mizat din timp puternic pe TikTok pentru a atrage votanți, marcând momente virale precum discursul său despre „coconut tree” (un fel de explicație a expresiei: ai căzut din copac?) și colaborări indirecte cu influenceri. Totuși, succesul său digital nu s-a tradus în victoria la urne.

Trump made a strong comeback. After joining the platform in June, the Republican candidate posted videos with Adin Ross, a Generation Z streamer, and Logan Paul, an influencer and wrestler, both of whom have millions of followers.

Dacă ne luăm după numărul de vizualizări, Harris a reușit să fie în fața lui Trump în perioada dinaintea alegerilor. În perioada 1 septembrie – 5 noiembrie, democrata a adunat 865,69 milioane de vizualizări pe TikTok, devansându-l pe Donald Trump, cu 634,6 milioane de vizualizări pe contul oficial în aceeași perioadă.

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However, even though Harris won the 18-29 age group, the difference in the 30-44 age category was minimal: 49% for Harris compared to 48% for Trump. TikTok amplified the visibility for the Democratic candidate, but economic and foreign policy messages, which were priorities for many voters, were not as prominently highlighted.

It is worth noting that Donald Trump supported banning TikTok during his previous term. However, it seems that, in the meantime, he has also discovered its power. The fate of TikTok in the U.S. has been uncertain since 2020 when Trump, then president, attempted to ban the app due to national security concerns. This led to four years of discussions between the app's Chinese owners and the U.S. government, with a possible ban scheduled to take effect one day before Trump’s inauguration in January.

However, Trump changed his mind and joined TikTok in June. He quickly gained more followers than Kamala Harris—14.6 million compared to her current 9.3 million.

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The contrasting strategies of U.S. campaigns

Trump has diversified his appearances by engaging on platforms such as X, Truth Social, and popular podcasts, while also attracting a young male audience through his presence at UFC events. Harris, on the other hand, has focused more on TikTok-style content, including mashups and cultural videos. However, these popularity-driven strategies have not been enough. Just as brand popularity alone is insufficient without striking the most sensitive chords of the target audience—such as discounts or performance campaigns—the same applies in politics.

Overall, success on TikTok is unlikely to guarantee the conversion of engagement into votes. The platform's opaque algorithm creates "bubbles," making it difficult to assess the real and complete impact on a broad audience. 

Kamala Harris's TikToks were creative but not sufficiently aligned with an on-the-ground organizing strategy, according to several political consultants. Josh Cook, director of an agency that works with influencers, noted that the videos reached even moderate and conservative voters. However, investments in TikTok remained relatively small compared to traditional TV advertising.

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The future of politics on TikTok

Ioana Literat, an associate professor at Columbia University, emphasizes that TikTok not only informs but also politically socializes young people, helping shape their opinions in the long run. Future strategies should better integrate digital engagement with on-the-ground organizing, especially to address the needs of the electorate.

Recent data from Pew Research indicates that nearly half of TikTok users under 30 use the platform for news and political updates. And considering how much young people value their friends' opinions, it’s clear that the potential of this platform cannot be overlooked.

However, TikTok, once synonymous with Generation Z, is now seeing an influx of older users, particularly those between 30 and 40 years old. According to recent data from the Pew Research Center, people in these age groups now make up nearly 40% of TikTok users, with their growth outpacing that of younger users. Initially seen as a passing trend for younger audiences, TikTok’s expansion into older demographics could signal a shift toward a more mainstream platform, similar to the evolution of Facebook or YouTube. This generational shift could bring both challenges and opportunities for the app, especially in areas such as content and advertising. The increasing presence of older users also means more diverse content, with many embracing the platform’s growing maturity, which allows for discussions on broader topics such as politics and expert commentary.

Conclusion

The impact of TikTok in shaping opinions remains difficult to measure, but the platform is certainly worthy of serious consideration. Success on TikTok can generate visibility, but political and marketing campaigns must align this visibility with messages that are relevant to the priorities of voters.

And with diversification, aimed at breaking the bubbles that all social media platforms keep us trapped in. TikTok’s algorithms create unique opportunities, but also challenges for those looking to turn engagement into concrete actions. By the next elections, we can hope for more transparency when it comes to content display; after all, hoping costs us nothing.

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Trends and Opportunities

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Why should a marketing agency be interested in the real estate market in the United Arab Emirates? Simply put: because the future is happening here.

The Emirates have evolved from a global oil hub to an epicenter of luxury, tourism, and technology, with the government actively investing in economic diversification.

These efforts have led to an increase in property demand, as well as a growingly competitive market. The article below explores the potential of the real estate market in the United Arab Emirates, with a focus on the residential sector. Considering that the UAE is a market where BlackSquare is preparing to expand, we have chosen to analyze trends from the perspective of developers and investors, as well as promotional opportunities.

Macroeconomic context

The United Arab Emirates has a strong and stable economy, supported by sectors such as oil and gas, tourism, and finance. The government has implemented various initiatives to diversify the economy and reduce its dependence on oil revenues. This has attracted foreign investments and created job opportunities, leading to an increase in population and demand for residential real estate. Additionally, the UAE has introduced favorable policies and regulations to attract foreign buyers and investors. These include granting foreigners the right to own property in designated areas and offering long-term residence visas to property owners. These initiatives have stimulated the real estate market and attracted both local and international buyers.

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From projects on paper to the reality of a dream home.

In Dubai, the real estate market has shattered previous records, recording the highest transaction volume ever in the third quarter of 2024. With over 50,000 transactions totaling $38.67 billion dollars , the emirate surpassed the number of transactions and their value from the previous quarter by approximately 15%.

In the Emirates, off-plan developments are thriving: many properties are sold before completion, offering investors the opportunity to buy at more affordable prices and gain value upon completion. As a marketing agency, we understand how important trust is in such transactions: international clients need the assurance that standards are being met, regulations are protecting their investment, and everything is transparent and secure.

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Conform datelor din raportul Property Finder’s Market Watch digest, această creștere a fost determinată în principal de un boom al vânzărilor off-plan, care au reprezentat 63% din totalul tranzacțiilor.

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The residential real estate market in the United Arab Emirates is projected to grow by 3.36% annually until 2029, reaching $460 billion.

The demand for luxury residential properties in the United Arab Emirates continues to grow, with clients showing a strong preference for luxury and high-end properties. There is a significant inclination towards spacious villas and apartments with modern amenities and high-quality finishes, especially in cities like Dubai and Abu Dhabi.

Trends and Opportunities

An important trend in the residential real estate market in the United Arab Emirates is the increasing demand for sustainable and eco-friendly properties. Buyers are becoming more aware of the environmental impact of homes and are seeking energy-efficient properties. Developers are responding to this trend with solar panels, efficient insulation, and water-saving installations. Another growing trend in the market is the rising popularity of off-plan properties. Off-plan properties, which are sold before completion, offer buyers the opportunity to purchase at a lower price compared to completed properties. This has attracted a significant number of investors looking to take advantage of the potential value appreciation after completion.

The United Arab Emirates also has a large number of expats, which has fueled strong demand for rental properties. Property owners achieve high returns due to the limited supply of rental properties in these areas. Additionally, the government has introduced regulations to protect the rights of both property owners and tenants, ensuring a stable and secure rental market.

Foreign investor confidence, a huge competitive advantage

For investors who view the safety of an investment in the Emirates with skepticism, clear and strategic marketing is key to highlighting that the government has implemented major changes in regulations and policies, including granting long-term residence visas and extended property rights for foreigners. At BlackSquare, we aim to create campaigns that communicate these benefits and build the trust necessary for informed purchasing decisions.

In a market with many variables, solid marketing transforms potential into reality.

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The future is "green" and digitalized.

The Emirates are not only investing in concrete and glass but also in eco-friendly solutions. More and more buyers are demanding sustainable homes equipped with environmentally friendly technologies. For our agency, this means a clear direction: we help developers highlight these aspects and attract the audience through digitalization and marketing solutions.

We are preparing to broaden our horizons in a dynamic market because we know that here, every campaign matters, and every message must inspire trust.

Turning trends into opportunities. For marketing agencies and developers.

Trends in the residential real estate market (and beyond) in the United Arab Emirates provide an excellent starting point for a marketing strategy that attracts investors, environmentally conscious buyers, and expat tenants or buyers. Here are a few ideas on how a marketing agency could leverage these trends to help developers stand out:

  1. Promoting eco-friendly and sustainable properties
  2. Focusing on off-plan properties as an investment opportunity
  3. Solutions and guides for foreign investors
  4. Focus on innovation, changes in the legal framework, and trust
  5. Clear and educational communication regarding the benefits of investments

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