Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
In exactly seven days the three-day Direct Media Academy will open in Belgrade under the slogan I Have A Dream. The academy will talk about brand strategy, communication planning, research, digital, PR, social networks, trends … in short, about everything that makes and will make the world of advertising.
The Academy began as a process of education for Direct Media employees, and slowly opened up in one of its segment to clients, and this year it opened its doors to all professional public, to all who want to learn from the best.
The program of this year’s Academy contains two modules. The first module, titled Branding and marketing strategy, will be led by Mitja Tuškej, executive director of Direct Media Slovenia. The program is intended for marketing enthusiasts and branding professionals, with the goal of empowering participants in their efforts to catch new waves and tackle trends in intimate communication between the brand and its target group. We talked about this module with Mitja two weeks ago. You can find this conversation here.
Today, we talk about the second module, Communication Planning, which will be led by Marija Matić, Media Planning Director, Direct Media Serbia. Marija is one of the leading media planning experts in the region. She has been with Direct Media Serbia since its founding. Through years, she has been part of all the changes that have taken place in the media industry, which makes her highly competent to talk about the role of media planning in advertising and the future of the media industry.
Media Marketing: Which topics from the media industry do you intend to highlight in the Communications Planning module?
Marija Matić: Everything is media, including all of us today – there is your inexhaustible topic for our module! That’s what we are talking about. We are talking about digital transformation, powerful innovation, modern communication, personalization, globalization … And all of these concepts just show how many changes and new topics emerged in the world, and in our country, only since the last DM Academy. Participants will have the opportunity to learn how to create successful effective communication in this area and what is expected of us in the advertising world.
Media Marketing: Today we are speaking about two-way communication in the world of advertising. Is it possible, and if yes, what are the conditions for its success?
Marija Matić: It seems to me that two-way communication has become imperative. Nevertheless, one should not forget that some very traditional communication channels can reach consumers by using emotion as a vessel. Emotions are the elementary factor of communication. Certainly, in today’s world that is the most difficult thing to achieve, and it is the greatest challenge of two-way communication.
Media Marketing: Whom have you invited to speak in “your” module, and what will be the topics of their lectures?
Marija Matić: The lecturers are my colleagues from the Direct Media system, who are certainly leaders in their fields: Nevena Kurtović, Managing Director at Fusion Communications, Miloš Aleksić, Digital Account Manager, Voljena Daničić, Head of Creative, Danko Kardović, Research Manager and Milica Crnomarković, Market researcher. Everyone will talk about efficient communication from their field of expertise.
Media Marketing: In your lecture, you will focus on youth – on the X, Y and Z generations. What are the specificities of each of them, and how to communicate with them most efficiently?
Marija Matić: I have to admit that this topic is one of my favorites. The fascination with the new generations of the whole world of advertising is well known. I am convinced that, because of the genuine need to understand consumers, their values, their habits, their living styles …, we can come up with precious conclusions.
All three generations, X, Y and Z, are different in our country in comparison to the standard global descriptions of these generations.
First of all, they are extremely conservative and traditional. In terms of communication, they are very similar to their peers in the world, but again some regional specifics are always there. However, the important events that define them are different than those in the world.
Media Marketing: You will also talk about the future of TV and its share in the ideal marketing mix. Can you reveal for our readers whether TV will survive, and how long-lived will it be?
Marija Matić: An integrated approach to advertising today is unavoidable. However, television is still the dominant medium and will remain for a long time the main media for advertising. The way TV is consumed is changing. Recently, when we started another research on media consumption in the Direct Media, we inevitably asked the question, what is television today, and how do we define questions to get a more accurate picture. TV content can be watched on different platforms, with delayed viewing, skipping certain content … If all that is television, then it is certain that television will survive above all in the context of content that it offers.
Media Marketing: You have been with the Direct Media agency since its founding. You have participated in all its developmental changes. Today, DM is a modern media system. How have you positioned the Academy within that system, and what kind of importance would you attach to it?
Marija Matić: When you are an authentic, independent agency such as Direct Media in this region, education is the key to the development of the whole system. We are well-known for heavily investing in the education and development of our people. This, among other things, makes us the market leader.
The Direct Media Academy is a central educational event that detects the trends we should apply and raises the quality of the whole system.
Media Marketing: I Have a Dream is the slogan of this year’s Academy. What do you dream of, and are your dreams coming true?
There are many dreams…
And one of those that came true is the Direct Media Academy.