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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

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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  • Dnevnik

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    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

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    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

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

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    Three questions for Petra Krulc, Senior Vice President of Celtra

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There can be no digital transformation without the human touch

Slovenian Marketing Magazin has published the translated edition of Steven Van Belleghem’s When Digital Becomes Human

17/04/2017
in News
2 min read
There can be no digital transformation without the human touch

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Publishing of Belleghem’s book was accompanied by a discussion on digitalization and digital transformation, which cannot be successful without the human factor.

When Digital Becomes Human – The Transformation of Customer Relationships was translated by Marjan Novak, editor of Marketing Magazin, who on this occasion talked with Ranko Jelača, member of the Management Board of Telekom Slovenia, Igor Pauletič, director of the company FrodX, and PhD Mitja Pirc, Director of Indigo Consulting.

As Pirc said in the introduction, the book is dedicated to digital and human, and the point where they meet – customer relations. Steven Van Belleghem, internationally renowned marketing expert who is currently mostly engaged on studying customer experience, in this book points out that despite all the automation and robotics in companies, there can be no success without human relations. The interlocutors agreed with this, believing that digital services can be fast, easy and fun, but it always needs the support of people who, in case of any problems, will jump in and provide consumer with immediate help. Van Belleghem in the book points out that about 73 percent of consumers prefer to have a human contact in a company, even if the company is fully digitized (as, for example, Uber). This was also observed by interlocutors at the book promotion, who say that the Slovenian buyer is becoming increasingly demanding. At a time when customers can find out all about the products and services at any moment, the greatest danger for companies are ill-equipped sellers, Pauletič stressed.

Ranko Jelača said the key message of the book is that digitization in itself is not enough. “Without human contact, without relationship that develops between people, machines and customers have no future in this ecosystem,” Jelača is convinced.

Digital transformation is a buzzword currently, bringing with it a number of challenges, warned Mitja Pirc. In his opinion, there could come to a greater social stratification because those employees who cannot adapt to changes quickly enough will lose their jobs. Jelača added that every development brought with it changes which we had to adapt to in one way or another, but added that there must be responsibility towards social security. “A lot of local knowledge will become irreplaceable, and talented individuals will be even more prominent,” said Jelača regarding future employment. Pauletič is convinced that success will come to those companies that will best educate customers and thus simplify their life.

When Digital Becomes Human in Slovenian language can be ordered at info@marketingmagazin.si at a price of 19 euros.

Tags: Marketing magazinWhen Digital Becomes Human
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