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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    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

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    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

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    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

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    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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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    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

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

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    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Interview

Roger Edwards: Keeping things simple is hard, but it’s the key to success

We talked with one of the veterans of strategic communication, who will be one of the lecturers at the upcoming Content Experience

17/05/2018
in Interview
4 min read
Roger Edwards: Keeping things simple is hard, but it's the key to success

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

This June 7th, the Content Experience conference in Belgrade will once again gather communication professionals and provide them an opportunity to learn more about the latest trends in content marketing and strategic communication.

True to its mission, the Content Experience has prepared a formidable lineup of renowned experts and communication strategists who will share their experience with everyone who is engaged in marketing, strategy, content, digital, native…

One of them is Roger Edwards, marketing expert, communication strategist, lecturer and author from the UK. After long career in corporate world, Roger successfully made his name into a personal brand, and today teaches others the secrets of the trade through his Marketing and Finance podcast. What is immediately obvious from his communication is the focus on simplicity, which Roger says is the key to the consumers.

Looking forward to the conference, we decided to learn more about Roger and get a feel of what awaits us on June 7 in Belgrade.

Media Marketing: You have a wealth of 25 years of experience in the marketing business behind you. How much has actually changed in Marketing in that time, and what would you single out as the greatest change?

Roger Edwards: Whilst marketing theory should always be constant the execution of marketing strategy and tactics has changed. When I started we outsourced pretty much all the execution to agencies and creative companies. Over the years technology has developed and allowed marketing departments to bring much of the production in house. And of course now you could, in theory, run all your design, copy, creatives and material off one mobile phone. I not saying you should but I am saying you could.

The downside is a shift in what people understand marketing to be. In the past marketers saw it as understanding customers needs, developing products and services, and then communicating those products and services to the customer. Now some people see Marketing simply as the communications – and it’s much more that that.

Media Marketing: One of your podcasts was dedicated to the topic Marketing isn’t just about communications. What are the other facets of marketing that are often overlooked?

Roger Edwards: It’s part of a wider problem that in some companies we’ve forgotten about the strategic part of marketing. People want to dive in and start communicating with the latest social media platforms, creative tools and apps. Potential customers will come to me and say, “Can you help us with our social media marketing. We need to be on Twitter. We need to be on Instagram.” I’m delighted to help of course but I always try and get them to look at their strategy first. Because in this example social media is a marketing tactic and tactics without strategy often fail. You have to know your customer, understand what needs your product is meeting, before you can decide what tactics to use to communicate.

Another thing that’s often overlooked is the goal. Is it to grow market share. Hit a specific revenue target? Get a certain number of subscribers. It’s sounds pretty basic but some companies don’t define their goals. They just try stuff and see what happens.

Media Marketing: What are the characteristics of efficient strategies and efficient content?

Roger Edwards: I like to keep things simple. You can get to a strong strategy by answering these four questions.

Who is my customer

What is their need/problem?

How do we solve their need/problem better than anyone else.

And what is our goal?

Then for the content just create stuff that educates, inspires and entertains your customers enough to get them to know like and trust you enough to do business with you.

Media Marketing: How important is Social for the marketing strategies today, and what kind of content would you advise for social?

Roger Edwards: Social media can form part of a strong marketing strategy and tactics. But always remember social media is just that. Social. It’s a conversation. Often between two people with the world copied in. Don’t use social media as if it was another promotional channel. It’s not an advertising platform. Be social. Don’t push product. Point to great content.

Media Marketing: What will marketing become in the years to come? What could become the pivotal change in terms of dealing with marketing?

Roger Edwards: We’ll see many new ways to communicate and AI will help. The way to succeed in future is the same as it is now. Don’t forget that Marketing starts with the customer. Keep that in mind and you’ll succeed.

Media Marketing: You have successfully made your name into a personal brand. Was it hard, and what strategy“ did you use in doing that?

Roger Edwards: When I left “big corporate” I already had a profile in UK financial services as a “keep it simple marketer”. I built upon that foundation by launching the Marketing and Finance Podcast, Speaking at events like Content Experience, experimenting with video and live video and new social media platforms. I guess I’ve been successful because I show up consistently, have a consistent message, and practice what I preach. I help people keep their marketing simple.

Media Marketing: You will share tips and advice with the participants at Content Experience Conference in Belgrade. Is there a message you would like to send to them already?

Roger Edwards: We live in a complex world. Keeping things simple is often hard. But customers want simplicity. Give them what they want and they’ll love you for it.

Tags: Content ExperienceRepresent CommunicationsRepresent CommunicationsRoger EdwardsStrategy
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