Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Photo: Jovan Stojanović, Director Direct Media Srbija
“The next wave of innovation in the world will encourage corporations to change, using the resources they already have available. That’s why we need to think about how things are currently working and how to change them for the better, how to integrate new business and communication models into today’s world. Innovate, don’t imitate,” this was the message sent by the participants of the ninth Direct Media Academy, held from May 15 to 18 at the Madlenianum Theater.
Jonas Kjelberg, a renowned lecturer and investor in the startup business, as one of the founders of Skype, told the story about visionaries, about the path one needs to go through in order to innovate business and digitally transform. He also talked about why some companies, marketing agencies and individuals are now more innovative than others and how to learn from them and realize your own dreams.
“The key to understanding digital transformation is in understanding the consumer, the service user. Many big companies remain confused in this process, and all they need to do is think about what the buyer wants to buy, not what they want to sell. Big players need to ask themselves how they will make their service into a great experience. On the other hand, my advice for startups is Just do it. Over 97% of startups fail, but you have to live your dream, and perhaps you will succeed in creating a unique experience for your potential customer, and I will support every such business as an investor. It’s important that you enjoy the road, not the destination,” said Jonas Kjelberg.
Marketing professionals from the region also had the chance to listen to Farid Yakob, award-winning marketing strategist, creative director, author, and digital nomad. Faris, who travels the world without a permanent place of residence, advising brands and startups, said that constant motion is the key to better results in creative thinking.
“Nomadic life is one of the ways to get inspired again. When you do the same thing every day, you have a routine, you simply stop noticing. Constant repetition excludes creativity, which is why I believe that traveling is a great way to see things in a different way – although not the only one – which is the essence of creativity – to break the habit. My advice to marketing professionals is to try to do things differently, to talk to people they don’t normally talk to, and go places they don’t otherwise go to. On the road to innovation we must constantly learn from each other,” said Faris Yakob.
“Digital has fundamentally changed the world and the message we wanted to send with this year’s Academy is the necessity and urgency of change in every segment of society, especially in the communications industry. In addition to the comprehensive digital transformation we are going through, as the largest regional communication system, we have realized that we need to go into these changes with fresh ideas and young people who make up more than 50% of our employees,” said Jovan Stojanovic, Managing Director of Direct Media Serbia. He added they are already seeing results of the program through which young people in Direct Media propose development projects and thus participate in making strategic decisions about the direction the company will go in the future.
The first three days of the academy were marked by education on new trends in marketing and communications. Eighty participants divided into two modules during the series of lectures and workshops with the Direct Media System lecturers discussed branding and creating communication strategies in the digital world.
The Direct Media Academy was created in 2012 as an internal educational program. Over time it grew, developed and opened its door to all interested entrants. The program was created by a team of Direct Media specialists with the aim of sharing expertise and comprehensive insight into marketing communications with colleagues, partners and entrepreneurs.
This year’s slogan of Direct Media Academy was I Have a Dream, dedicated to marking 50 years since the death of Martin Luther King Jr.