Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Slaven Kontić
The conference was opened by PhD. Borislav Miljanović, CEO Represent Communications, Serbia. In a brief address to the audience, he explained the importance of content and why increasing number of companies choose content marketing as the best way to communicate with consumers and customers. “The essence is in the fact that one billion pieces of content are shared on the internet daily, and that information exchange is available to everyone, and everyone can create their own content,” Miljanović said.
Roger Edwards, one of the keynote speakers at the conference, talked about the development of start-ups, key steps for their development into large corporations, and noted that it is most important to keep to simple solutions throughout the process. “Pretend the client knows nothing, talk the customer’s language, and don’t use the industry jargon,” Edwards recommends.
Miha Raušl, Head of Digital Distribution, Poslovni mediji from Slovenia, and Nikola Guberinić, WOAH Manager at Coca Cola, also spoke in the introductory section of the Conference. Miha talked about the development of the Internet and websites, and he showcased the development of the web on the example of Slovenian websites. Nikola presented the platform and app WOAH, and the problems it encountered with the toughest target group, teenagers.
Lazar Džamić, creative strategist, talked about his new book, The Definitive Guide to Strategic Content Marketing. He commented the book for our portal: “The book will have a global rollout on July 3rd, since we have a world-wide publisher for the world market. The book deals with the philosophy of content – it deals with the question ‘why content’, rather than just how it works. The question ‘why content’ is being asked more and more frequently, because we see in practice some bad manifestations and reflections on it. We repeat the same mistakes we made in traditional advertising while content should be some better substitute for traditional advertising. So Justin Kirby, co-author of this book, and I, thought about doing a great story of why content actually appeared as a phenomenon, what brought it, and how we should think about it from the philosophical angle, so we could get organized and do it in practice properly. We interviewed more than 60 world-renowned figures from the field of marketing, communications, academia, in order to get a very broad and deep reading of that territory. In the end, while working on the book, it turned out that it was not just about content, because content is a philosophy of modern thinking and attracting attention, but rather the contours of some new type of marketing, which will be in the focus over the next decade. The book aims to map a new territory of change in modern marketing, as the old model of advertising crumbles and becomes less and less efficient. Something new has to take its place, and that something new is Content, provided that it is considered as a comprehensive philosophy, not just a small part of it.”
Dusan Straka, Creative Director Digital, C3, devoted his lecture to the platform that was developed for Deutsche Bahn, and how to make customer’s time worthwhile. A platform covering the entire route from Berlin to Munich makes the travel easier with all the content it offers. This impressive platform, according to Straka, was developed in just three weeks.
Predrag Kurčubić, General Manager, IPSOS, Serbia, answered the question “What and how we click?” In his presentation, he spoke of Serbia as a country of 50+ year-olds, while campaigns most often target people aged 19-49. The largest share of advertising spend in Serbia still comes from TV ads, while “online industry is on the rise, and print is declining”, Kurčubić said.
Elise Quevedo, author and consultant, devoted her lecture to influencers, types of influencers, and how to win them over. Through her presentation, she underlined key messages with videos of several influencers from around the world.
Influencers, or rather how to detect their value through Google Analytics, were also discussed by Saša Stanković, Digital Media Manager, MMB Media Agentur from Croatia. He talked about his experiences in search for influencers, and how a campaign that targets youth is impossible to plan without them. He also explained the importance of a promo code and UTM tags for each influencer individually, in order to know the exact contribution of each of them.
Milica Stefanović, the SAGA IT company, spoke about chatbots, their importance, and their development process, while Blockchain technology and the role of Bitcoin and other cryptocurrencies was discussed by Aleksandar Bibovski, Head of Growth, GameCredits from Serbia.
The conference was closed by Damjan Planinc, Director General, Get interactive from Slovenia. He talked about native advertising and its types. “Native advertising brings more clicks than traditional ads and the best types are those in which human persons appear,” said Damjan, adding that content and native advertising go hand in hand.
In parallel with these great lectures, workshops were held in the upper part of Share Square:
– “Influencer success in 2 simple steps” – Aleksandra Ivanovic and Miloš Petrović
– “Two flies with one content – truth or myth?” – Ivana Bogdanović, Emilija Zaevska and Dejana Videnović
– “How to deal with frivolous media?” – Bane Grković, Njuznet
– “From a click to a user” – Ognjen Lukić, Softech Solutions
– “How to build your first partnership with influencers?” – Jovana Radojičić, Bonjour JR, Mima Zečević , MIMA’S CHOICE
At these workshops, the participants practically applied their knowledge and you will have the opportunity to see the results of their work on our portal in a couple of days, thanks to our collaboration with the organizer of the Content Experience Conference, Represent Communications.
The general sponsor of the conference was Coca-Cola, with additional sponsors SAGA, Airport Nikola Tesla and Doncafe. Exclusive media partner of the conference was Media Marketing.
