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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

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  • 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

  • Tri pitanja

    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

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    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 News

Content Experience Conference held in Belgrade

Experts in content, native and digital marketing from all over the world gathered yesterday in the Share Square in Belgrade

08/06/2018
in News
4 min read
Content Experience Conference held in Belgrade 2

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.

Tags: ContentContent ExperienceContent MarketingNative AdvertisingRepresent CommunicationsRepresent CommunicationsRoger Edwards
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