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  • Vijesti

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    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

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Home Interview

PhD. Borislav Miljanović: Content marketing is not a passing trend, it’s a business philosophy

We asked Bora about the Serbian Agency of the Year award, the current activities of Represent System, the challenges of GDPR and future plans

04/06/2018
in Interview
4 min read
PhD. Borislav Miljanović: Content marketing is not a passing trend, it’s a business philosophy

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

2017 was a great year for the Represent System. The best proof of this is the fact that a successful year was crowned with the most prestigious award of the PR profession in Serbia – Represent Communications was named the PR Agency of the Year in Serbia at the annual DSOJ awards. But winning an award is not just a cause for celebration, it is also a motivation and obligation for further progress and development, and Represent is working on that not only in Serbia, but also throughout the region.

To find out how Represent System will ‘justify’ their title this year, we talked with the founder and director of the Represent System, PhD Borislav Miljanović. Bora is quite busy these days, as the agency has recently launched its new Contento platform, which gathers a range of their services in one place, and in a couple of days they will open the Content Experience conference (June 7) where they will share their knowledge with others.

Media Marketing: Represent has been named the PR Agency of the Year in Serbia this year. What does this recognition of the profession mean for you?

Borislav Miljanović: This recognition is the highest award that an agency dealing with public relations can gain in Serbia. What makes this award even greater is the fact that it is a recognition from the renowned colleagues from the industry. For us, this is an indication that last year we learned and improved more than anyone else, and that the course of continuous improvement in the new communication technologies we embarked on three years ago is good, and we will continue pressing on.

Media Marketing: How do you intend to “justify” the recognition this year? What is Represent doing to improve the industry further?

Borislav Miljanović: We’ve been making and distributing content since forever so to say. But this year, we closed the circle from exploring, creating and distributing content to measuring its success within the unique Contento platform. Contento platform, besides The Content Studio which has been in existence for almost 3 years, also includes the Native Network, which includes 30 sites on which we can distribute quality content for our clients, and the Digital Element, an even larger business unit we have created together with several developers and professors from the University of Belgrade, which deals with collecting and analytical processing of data from the Internet and providing information that is useful and necessary to everyone who appears on the local internet (and that’s virtually all of us!)

Media Marketing: One of the contributions to the profession is certainly the Content Experience conference. What kind of “content” can we expect?

Borislav Miljanović: This year’s conference is designed differently than the previous ones. In addition to great lecturers and renowned names from Europe, the region and Serbia, who will talk about content marketing strategies, analytics, influencers and native advertising, we will also organize a series of hands on workshops where practitioners will be able to learn from professionals and relevant influencers. The idea is that conference participants leave the workshops inspired, but also with concrete knowledge that they can apply in everyday work.

Media Marketing: If I understand correctly, the workshops will let participants really employ their skills and in a way create a “final product”?

Borislav Miljanović: Content marketing is our field of development and we are doing everything to be both an agency and an editorial board for our clients. Making a quality content that is interesting, engaging or useful, and distributed at right moment, in the right places along the customer journey, is our goal for every single client.

That is why this year we decided that the participants leave the workshops with concrete knowledge, but also with the ultimate product that will enter the shortlist for the best created content. Not only will the content that the participants create will be evaluated by expert professionals, but the best will be promoted through the media. In this way we encourage practical work and reward the best.

Media Marketing: Recent introduction of the GDPR definitely shook the communications industry. Given that you operate throughout the region, how did this affect you?

Borislav Miljanović: We, like everyone else in the industry, must be prepared to face new challenges. The topic of GDPR is generally broad and widespread, and will change the approach to data protection not only in marketing and communications, but much wider. A large segment of digital marketing is based on good targeting, and user data is key to good campaign placement. The more precise we are, the more successful we are, and given the new constraints, and the hefty fines, we will all have to play by the rules, but also to be creative in finding new ways of targeting.

Media Marketing: How serious is the GDPR’s influence on the distribution of content, especially in the field of programmatic?

Borislav Miljanović: Advertisers will have to make some serious effort to ensure proper protection of personal information of their users for marketing purposes. This is especially important for programmatic, because it is essentially based on large pools of targeting data. The prerequisite for a good programmatic campaign is placement of the right ad, to the right person, at the right time, in the right place, and you can only do that if you have good data. That’s why the rewards, but also the stakes, are higher. Programmatic will now have to focus more on targeting segments, rather than individuals, in order to comply with GDPR standards.

Media Marketing: Finally, do you have anything to say to those who will come to the Content Experience, or perhaps even more importantly, to those who won’t be able to attend due to the limited number of seats?

Borislav Miljanović: Everyone who plans to engage in marketing in the future will have to have expertise in the field of content marketing, because it’s not a passing trend, but a business philosophy. And so it’s my advice to expand your knowledge as soon as possible, and learn how good stories can be told in the future. There is no successful business communication without compelling storytelling. We have been perfecting it for years, and we want to share this knowledge with other likeminded people.

 

Tags: DSOJRepresent CommunicationsRepresent CommunicationsRepresent System
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