Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Namely, on February 14th, Dentsu Digital Camp was held in Sofia, Bulgaria. Participants talked about whether advertisers, brands and their advertising messages could be trusted, about a different approach to content marketing, but also how to increase advertising efficiency.
“For the third year in a row, Dentsu Digital Camp has pointed to the main challenges for today’s advertisers and agencies, but also offered solutions. From marketing content to marketing automation, through analytics and organization of marketing departments and activities based on real-world data and proven practices, I can safely say that we will see these novelties soon on the markets of Croatia and in the region,” said Vjeko Srednoselec.
A different approach to content marketing than the one we see in our market, the content strategy developed and implemented by the John Brown Media agency, is proof that content can simultaneously be relevant to the consumer and bring results to brands.
On the other hand, how do you increase the efficiency of advertising by shifting from prevalent and basic KPIs in media lease? “Technology allows so much, but we often stumble on the first steps and need to start from setting up the processes and people who will know how to use that technology for a technological leap in marketing,” said Vjeko Srednoselec.
“Although this is the third year for this event, for me it was actually the first, and I really had a lot to see and hear. There was no lack of experiences from other, big markets like China. From the Isobar agency we learned how one food chain (KFC) was turned into a place where gamers gather, where the customer communicates with a robot when ordering food, and where you can pay for your order by facial recognition, but only if you smile,” said Marko Jambrešić.
A completely different approach to such technology-related creativity has occurred precisely because of data, and data-driven marketing is a buzzword that has been present with us for some time, but data is still not used.
They are not used because we have the wrong assumptions about using the data of ordinary people, which was proven by the testing you can check out on this link (don’t worry, everyone’s bad at this).
Likewise, marketers in most cases misunderstand the data that is accumulating more and more every day, and they cannot discern what is important for business, which is creating a company’s data strategy, which must be a priority.
“What we must not forget is certainly social responsibility, both for the salvation of the planet, and for the poverty, as more and more people are on the verge of existence, and the ever smaller number of rich people is getting even richer,” explained Marko Jambrešić.
How to save the world in 6 seconds? Like this: