The workshop was delivered by Dalibor Šumiga, well-known Croatian expert in behavioural and guerrilla marketing, consumer psychology and Google Growth Engine Ambassador in Adriatic region. “Internet doesn’t make us stupid. The studies have shown the exceptional brain activity during online browsing. It is true, though, that this activity is different than reading books, because it activates completely different parts of our brains,” stressed Šumiga. In his words, we are facing the fourth industrial revolution – just think of Pokemon GO fever, virtual reality and artificial intelligence -, while the consumer 3.0 is no longer a traditional buyer that we were used to. “A consumer has an enormous power today. An adult makes as much as 36,000 decisions per day and that’s why it is of crucial importance to know the consumer decision-making process and to learn how, where and when we can and should influence their behaviour and purchasing habits,” says Šumiga.
Marketing is life and life is marketing
In his opinion, marketing is increasingly becoming an industry of emotions and at the same time the art of collecting and analysing data. Google recognized its own value in not just being a leading search engine anymore, but performing the role of an educator. It has made a pledge to train two million Europeans on digital skills by the end of 2017 with the help of its partners, to understand the complexity and all the possibilities and opportunities offered by the Internet. “Marketing is life and life is marketing,” summed up Šumiga.
Partnership with Google as an excellent idea
Valerija Prevolšek, the President of SEMPL and CEO of Media Pool, says that SEMPL brought to Belgrade what it knows and represents best: great and relevant content, trends and insight into the future. “We are very satisfied with a participants’ feedback and the partnership with Google proved to be an excellent idea. Dalibor’s presentation showed very well what kind of content we present at SEMPL and the workshop in Belgrade was an excellent ‘tasting’ of everything that we will experience on the 24th and 25th of November in Portorož at the 18th SEMPL,” commented Prevolšek.
