Drugi jezik na kojem je dostupan ovaj članak: Bosnian
This year is the eighth year in a row of POMP Forum. This is an international conference covering the entire region. Every year, POMP Forum hosts outstanding local and international experts from the field of corporate media who introduce the participants to the world of content marketing in an exciting kind of way.
Briefly about talks
This year’s group of renowned speakers gathered around the slogan “New Role of Content Marketing”. Igor Savič, who presented the results of the first Slovenian content marketing survey, was the first to talk about the topic. The survey revealed, among other things, that 80 percent of companies are implementing content marketing programs, although only 14 percent of them have a written content marketing strategy.
UK’s Doug Kessler spoke during the main lecture about the importance of breaking conventions of traditional marketing, which is very often necessary for ultimate success. Unconventionality means that we can sincerely share the weaknesses of our product, without affecting our brand.
Also coming from Great Britain was Catherine Maskell, who presented the latest trends from the competitive global content marketing market and supported them with examples of great communication achievements.
Alberta Jana Huismana from the Netherlands in her B2B lecture presented real life case studies which showed that active cooperation with the client is the key for excellent value-added content. Marin Majica from Germany spoke about the process from the right idea to a successful strategy, and pointed out that sometimes we have to make a detour from the strategy so that we can follow it more fully.
Helen Renshaw, an editor from the group of UK speakers, told the story of the English version of the Weight Watchers magazine through seven secrets of success. Ana Plišić from Croatia spoke about native advertising, which is becoming more present. She briefly touched on the question why we should prepare the content for native ad in the first place, and what we accomplish by it. She pointed out that native advertising doesn’t sell, but builds relationships with consumers and business partners.
Marija Mijatović from Serbia showed, using the example of Coca-Cola in the Balkans, how influencers can be an influential army, a tool and a voice for the brand. Andrew Markowitz shared with participants the idea that their marketing task is to create great ideas that solve the problems for their clients.
Michael Höflich from Germany spoke about the latest trends and the increasing use of virtual reality that has been well received by the users. At the same time, virtual reality also influences the role of content marketing. Slovenian television and film director Nejc Levstik took the participants into the world of top-quality content video in which the authenticity of its five simple components plays a key role.
Norway’s Stian Reinhartsen introduced the participants to the Viking approach to new social media. Stian pointed out that when managing social media, it is important to think how much, and how well will the public respond. Lecture cycle ended with a comprehensive overview, or rather the ‘big picture’ by Primož Inkret, who summed up new knowledge and applied them to a small, but potentially interesting Slovenian market. He also invited participants to create a personality when designing projects that could represent their target group, and to always have that personality in mind in all activities.
Mystery guest and award winners
Every year visitors are surprised by the mystery guest. This time it was Ana Maria Mitič, Slovenian improviser, moderator, actress, comedian, doll maker and journalist, who later led the POMP Awards ceremony for achievements in content marketing in Slovenia. 12 awards were awarded to winners of individual categories, and two awards for special achievements. The main prize, GRAND POMP 2017 – Content Marketing Project of the Year, was won by Akrapovič Company for communication on Facebook and Instagram.
Other award winners were:
- Best Integrated Content Marketing Strategy – Triglav osiguranje
- Best Digital Media – gizzmo.si
- Best Video – Prevc komplet, Triglav osiguranje
- Best Print Magazine – Jednostavno, Lidl Slovenia
- Best Communication in Social Networks – Akrapovič on Facebook and Instagram, Akrapovič Kreativa
- Best e-news – PS internetne novosti, Porsche Slovenija
- Best Public and NGO Sector Media – Ambition, Slovensko-njemačka privredna komora
- Best Content Campaign – Earthquakes Always Shake You Up, Triglav osiguranje
- Best Native Advertising – Zdravlje, Triglav Zdravstveno osiguranje
- Best Internal Communication Media – Obzor Depresija. Razgovarajmo, Triglav osiguranje
- Best Influencer Marketing – #MINIDENTITETA, net
- Best Cover – Obzor, April 2017, Triglav osiguranje
- Best Design Solution in Content Marketing – Jednostavno, Lidl Slovenija