Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

02/2022

Časopis Marketing a Media je prestižním,mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy a médiím. Každý týden přináší exkluzívní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi z branže, přináší obsahovou inspiraci a současně představuje platformu pro kritickou diskuzi.

  • Strana 1

    TIŠTĚNÉ TITULY
    POSTUPNĚ ZDRAŽUJÍ
    Ceny papíru, energií
    azároveň pokles prodejů
    se podepsaly na zdražení
    deníků ičasopisů.
    str. 6
    REKLAMA STÁLE
    IGNORUJE LIDI NAD 50
    Jsou zajištěni aochotni
    utrácet, ale komunikace
    rem na ně necílí. Ve
    spotech je nenajdete.
    str. 8–11
    HODNOCENÍ MÉDIÍ MÁ
    BÝT NOVOU MĚNOU
    Zpravodajská média
    dostanou pečeť. Podle
    ředitelky NFNZ bude
    ivodítkem pro zadavatele.
    str. 20–21
    BUDUJME LÁSKU
    K TECHNOLOGIÍM
    JOSEF
    PRŮŠA
    02
    10. ledna 2022
    99 Kč / 4,90 €

  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    S VYŠŠÍMI ROZPOČTY
    PROBLÉMY NEZMIZÍ
    Trh se bude muset letos
    vypořádat s obsazeností
    televize, crossmediálním
    měřením i uktuací.
    str. 6–9
    VESELÉ PONOŽKY
    DOBÝVAJÍ EVROPU
    Dedoles chce popularitu
    tančících křečků využít.
    Chystá televizní kampaň
    vNěmecku adalší produkty.
    str. 20–21
    JAK NA EFEKTIVNÍ
    B2B MARKETING
    Problémem B2B kampaní
    je, že se soustředí čistě
    na výkon. WARC, Lions
    aLinkedIn radí lepší praxi.
    str. 22–23
    NENÍ DŮVOD
    ŠKRTAT
    BARBORA LÍŠKA
    KRATOCHVÍLOVÁ
    01
    3. ledna 2022
    99 Kč / 4,90 €
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 3 500 Kč
    dvouleté 6 000 Kč
    roční 5 000 Kč
    dvouleté 10 000 Kč
    roční 10 000 Kč
    dvouleté 20 000 Kč
    S VYŠŠÍMI ROZPOČTY
    PROBLÉMY NEZMIZÍ
    Trh se bude muset letos
    vypořádat s obsazeností
    televize, crossmediálním
    měřením i uktuací.
    str. 6–9
    VESELÉ PONOŽKY
    DOBÝVAJÍ EVROPU
    tančících křečků využít.
    Chystá televizní kampaň
    vNěmecku adalší produkty.
    str.
    20–21
    JAK NA EFEKTIVNÍ
    B2B MARKETING
    Problémem B2B kampaní
    je, že se soustředí čistě
    na výkon. WARC, Lions
    aLinkedIn radí lepší praxi.
    str.
    22–23
    NENÍ DŮVOD
    ŠKRTAT
    BARBORA LÍŠKA
    KRATOCHVÍLOVÁ
    01
    3.ledna 2022
    99Kč/ 4,90€
    S VYŠŠÍMI ROZPOČTY
    PROBLÉMY NEZMIZÍ
    Trh se bude muset letos
    vypořádat s obsazeností
    televize, crossmediálním
    měřením i uktuací.
    str. 6–9
    VESELÉ PONOŽKY
    DOBÝVAJÍ EVROPU
    tančících křečků využít.
    Chystá televizní kampaň
    vNěmecku adalší produkty.
    str.
    20–21
    JAK NA EFEKTIVNÍ
    B2B MARKETING
    Problémem B2B kampaní
    je, že se soustředí čistě
    na výkon. WARC, Lions
    aLinkedIn radí lepší praxi.
    str.
    22–23
    NENÍ DŮVOD
    ŠKRTAT
    BARBORA LÍŠKA
    KRATOCHVÍLOVÁ
    01
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    ušetřete až
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    KRATOCHVÍLOVÁ
    tištěný časopis
    MAM
    PRINT
    časopis na webu nebo ve čtečce
    MAM
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    FM_inz_210x280_MAM_predplatne.indd 1FM_inz_210x280_MAM_predplatne.indd 1 06.01.2022 11:2506.01.2022 11:25

  • Strana 3

    Po několikaměsíčním procesu
    rozhodl americký soud, že bývalá
    šéa startupu Theranos asvého
    času nejmladší miliardářka pla
    -
    nety Elizabeth Holmes je vinna ve
    čtyřech bodech obžaloby za spik
    -
    nutí apodvod vůči investorům. Za
    každý zbodů jí hrozí až dvacet let
    odnětí svobody, pokuta 250tisíc
    dolarů (5,5 milionu korun) auhra
    -
    zení způsobených škod.
    Její „geniální“ nápad spočí
    -
    val vdiagnostickém projektu,
    díky němuž lze člověku stanovit
    diagnózu pouze zpár kapek krve
    zprstu aceny kolem pouhých
    dvou dolarů. Investoři se řadili,
    stamiliony tekly proudem,
    vznikaly oslavné příběhy oStevu
    Jobsovi vsukních (také mimo
    -
    chodem nosila schválně roláky
    jako on) aHolmesová se stala
    miláčkem ekonomických webů.
    Vroce 2015 ji Forbes uvedl jako
    nejmladší „selfmade“ miliar
    -
    dářku světa, její podíl ve rmě
    měl hodnotu téměř pět miliard
    dolarů. Pokud existovaly drobné
    otazníky, vždy je přebila plejáda
    pozitivních zpráv.
    Image agloriolu úspěchu
    kolem sebe budovala skuteč
    -
    ně systematicky acílevědomě
    avzhledem kdélce konání měla
    bezesporu herecké nadání.
    Ostatně lmů stematikou tohoto
    podvodu je nyní jako hub po
    dešti. Streamovací platforma
    Hulu spouští letos 3. března sérii
    The Dropout sAmandou Seyfried
    vhlavní roli. Apple TV+ připra
    -
    vuje lm Bad Blood sJennifer
    Lawrence vroli Holmes. Na HBO
    Max běží dokument The Inves
    -
    tor zroku 2019 ana YouTube
    aktuálně streamují dokument
    oHolmesové také Yahoo a60Mi
    -
    nutes. Velký příběh si žádá velké
    pokrytí.
    Ještě smutnější než pád jed
    -
    norožce Holmesové do bahna je
    fakt, že téměř dvě pětiny občanů
    (37 procent) ve věku 15 až 79let
    podle průzkumu agentury
    Median nesledují žádné zprávy.
    Ačíslo bohužel vposledních
    letech roste, navíc pandemie
    covidu ainformací sní spojených
    evidentně zájmu ozprávy ikvůli
    možné únavě znich nepřidá. Ne
    -
    dávno se mě jeden člověk zeptal,
    když zjistil, že jsem novinář, proč
    pořád dokola covid, negativní
    zprávy.
    „Vždyť kdo to chce číst? Koho
    zajímají dokola bouračky vtele
    -
    vizi a vraždy?“ Navíc stále větší
    akcentace na digitální konzumaci
    médií vyžaduje proaktivní pří
    -
    stup, který prostě velká masa lidí
    není ochotna zprávám věnovat.
    Ať pozitivním nebo negativním.
    Ato je ta nejhorší zpráva.
    Pavel Hejkrlík
    redaktor
    Jednorožec
    na kolenou
    03
    EDITORIAL
    globálních značek (N=400 marketérů) podle platformy Litmus
    a společnosti WARC utratí letos více za email marketing: třetina
    z nich navýší výdaje do 15 procent, sedm procent pak půjde ještě
    výše. Výdaje na stejné úrovni zachovají čtyři z deseti dotázaných.
    Číslo týdne
    37 %
    CÍLOVÁ SKUPINA
    STRATEGIE
    BEZ VELKÉHO MARKETINGU
    KRÁLEM 3D TISKU
    Ústní doporučení, kvalitní servis
    apřitažlivost moderní technologie
    dokáží divy, říká Josef Průša.
    str. 12 –13
    MÉDIA
    VYDAVATELÉ TESTUJÍ
    VĚRNOST SVÝCH ČTENÁŘŮ
    Lidé si na stáncích za tištěné tituly
    připlácejí už od loňského roku.
    Vlednu přišla další vlna zdražení.
    MARKETINGOVĚ NEVYUŽITÝ
    „STŘÍBRNÝ“ POTENCIÁL
    Generace 50+ může být zlatý důl,
    přesto na ni kampaně primárně necílí
    avreklamách není vidět.
    str. 6
    str. 8 –11
    STRATEGIE
    JEDEN „INSIGHT“ NESTAČÍ
    Jsme na dobrodružné cestě od
    pochopení nakupujících kvytváření
    příležitostí pro byznys, píše Štefan
    Sarvaš z Mars Wrigley.
    str. 18 –19
    MÉDIA
    ČESKÉ ZPRAVODAJSTVÍ SE
    POSLEDNÍ DVA ROKY ZLEPŠILO
    Myslí si to ředitelka NFNZ Kateřina
    Hrubešová. Z MediaRatingu chce
    udělat mediální měnu pro trh.
    str. 20 –21
    OOH
    NEJPOVEDENĚJŠÍ VENKOVNÍ
    REKLAMY ROKU 2021
    Od propracované virtuální reality,
    která ožívá na ulici, až po inovativní
    muraly či obří instalace.
    str. 2 2 –23
    Foto na titulní straně: BOHUMIL POSPÍŠIL

  • Strana 4

    Svodka
    Aukro začalo spolupraco-
    vat se Zásilkovnou. Prodejci na
    Aukru mohou využívat do
    -
    pravu Zásilkovny, ato pomocí
    kódu, který vymění za štítek
    vpodacímmístě.
    Allianz představila nové am-
    basadory. Jsou jimi čeští bobisté
    ve složení Dominik Dvořák, Jakub
    Nosek, Jan Šindelář aJáchym
    Procházka abrankář para hokeje
    Michal Vápenka. Allianz zahájila
    1. ledna osmileté celosvětové
    partnerství solympijským
    iparalympijským hnutím, stím
    již pojišťovna spolupracuje od
    roku2006.
    Communication Lab
    získala dvojici zahraničních kli
    -
    entů. Pro americký energetický
    koncern Westinghouse Electric
    Company (jeden ze tří uchazečů
    odostavbu Dukovan) zajišťuje pu
    -
    blic amedia relations na českém
    trhu. Druhým klientem je startup
    Swappie prodávající repasované
    iPhony, agentura bude zajišťovat
    nákup reklamního prostoru.
    Corny, značka spadající do
    portfolia rmy Hero Czech, si
    jako online agenturu vybrala
    ve výběrovém řízení Etneteru
    Motion. Ta bude zodpovědná
    za digitální strategii akreativní
    zpracování online komunikace
    asprávu iprovoz sociálních sítí.
    Albert vloňském roce otevřel
    sedm nových prodejen azmo
    -
    dernizoval 27. Nyní jich má přes
    tři stovky. Vletošním roce bude
    pokračovat vpodobném tempu.
    Mutumutu, online životní
    pojištění, mění marketingovou
    strategii. Součástí nové komuni
    -
    kační kampaně jsou vedle onlinu
    také rozhlasové atelevizní spoty.
    Jejich děj se odehrává vnebi
    anebožtíci vnich zhodnocují
    zkušenosti svyplacením pojistky.
    Autorem kreativního konceptu
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Na nákup do
    Coopu i v noci
    Vprůběhu února se ve Strako-
    nicích otevře první Coop, který
    se obejde bez stálé přítomnosti
    personálu abude možné vněm
    nakupovat vrežimu 24/7.
    Podle vedení rmy se podob
    -
    ného obchodu dočkají zákazníci
    brzo ina dalším místě vJižních
    Čechách, ato vKaplicích. Coop
    se při tvorbě nového konceptu
    inspiroval sesterskými řetězci ve
    Skandinávii, kde podobné obcho
    -
    dy fungují již několik let.
    Podle Lukáše Němčíka,
    ředitele pro rozvoj amarketing,
    jde o„novou dimenzi komfortu“.
    „Slovo samoobsluha získává
    snámi nový obsah. Koncept auto
    -
    matického obchodu se maximál-
    ně přizpůsobuje potřebám zá-
    kazníků, pro které končí nutnost
    plánovat si podle otevírací doby
    obchodů své nákupy,“ komentuje
    plánované otevření obchodu.
    Mastné pokuty
    pro giganty
    Francie uložila společnostem
    Google aFacebook Ireland vyso
    -
    ké pokuty za to, že uživatelům
    zkomplikovaly odmítnutí soubo
    -
    rů cookie, které sledují chování
    na internetu. Google má zaplatit
    150 milionů eur aFacebook
    Ireland 60 milionů eur. Úřad
    CNIL, který ve Francii dohlíží na
    ochranu osobních údajů, zároveň
    uvedl, že ukládá dodatečnou
    pokutu 100 tisíc eur za každý den
    prodlení. Dalším mastným po
    -
    kutám čelí Google také vdalších
    evropských zemích, vItálii, Bel
    -
    gii, dále pak vRusku nebo Jižní
    Koreji. Nejčastěji jde ozneužití
    dominantního postavení, za po
    -
    malé odstraňování nelegálního
    obsahu aporušování hospodář
    -
    ské soutěže.
    Google však má idůvod kra
    -
    dosti. Po několika letech se mu
    podařilo vyhrát spor se softwa
    -
    rovou společností Oracle, která
    Svět podle MAM
    Coop v režimu 24/7, pokuty pro giganty,
    social shopping roste a Hyatt v Česku
    LinkedIn tento
    měsíc spustí
    beta verzi pro
    živá virtuální
    setkání. Začne
    s audio přenosy
    ve stylu
    Clubhousu,
    video pak spustí
    letos na jaře
    Foto: COOP
    04
    ZPRÁVY

  • Strana 5

    je Michal Schindler, šéf copywri-
    terů vCreatvie Docku. Scénáře
    arežie se ujal Štěpán Zálešák.
    38 značek loni vstoupilo na
    český trh navzdory koronavirové
    krizi, je to nejvíce za poslední tři
    roky. Vroce 2020 jich bylo 25.
    Vyplývá to zinformací společ
    -
    nosti Cushman & Wakeeld. Mezi
    největší značky, jež knám loni
    vstoupily, patří Primark, HalfPri
    -
    ce, Anson’s, Versace, Fielmann
    ae -Obuv.cz. 18 značek je zmód
    -
    ního odvětví, 32 značek otevřelo
    vPraze, 22 přišlo do obchodních
    center. Nejvíce značek akonceptů
    (7) knám loni přišlo zPolska, dále
    zNěmecka (4), Itálie (4) aSpojené
    -
    ho království (3).
    LinkedIn Summit,
    který se měl původně konat
    27.ledna, se kvůli možnému zhor
    -
    šení covidové situace přesouvá
    na duben. Uskuteční se 14. 4. na
    stejném místě, tedy vsídle WPP
    vbudově bývalých Elektropodni
    -
    ků na Vltavské 1 vPraze. Posouvají
    se také nominace na Ceny česko-
    -slovenského Linked Inu LiFT.
    Asko – Nábytek zahájil
    rok skampaní snázvem Jednička
    pro váš domov. Orealizaci spotů
    avizuálů se postaralo zlínské stu
    -
    dio IS produkce. Kampaň poběží
    vtisku, TV, rozhlasu, online ina
    nosičích venkovní reklamy.
    World of Online buduje
    eMobility komunitu pro Škodu
    Auto. Vrámci globální strategie
    vybrala agentura mimo klasické
    kanály jako je Facebook, Insta
    -
    gram nebo YouTube také dva dal-
    ší, které jsou podle ní kedukaci
    uživatelů voblasti elektromobilů
    vhodné: Reddit aTikTok.
    Urban Survival, skupi-
    na sdružující sedm rem, které se
    zabývají architekturou, projekto
    -
    váním, výstavbou ainteriérovým
    designem, má novou korporátní
    identitu. Navrhlo ji studio Braniz
    Disruptive aje inspirovaná
    monumentální architekturou
    abrutalismem.
    Garland, společnost distri-
    buující aprodávající zahradní
    techniku avybavení dílen, která
    je významným dodavatelem
    hobby řetězců ae -shopů, dostala
    od Úřadu pro ochranu hospo
    -
    dářské soutěže pokutu téměř
    100 milionů korun za vertikální
    dohody ourčování cen. Je to his
    -
    toricky nejvyšší pokuta uložená
    za tento typ jednání. Firma se
    může odvolat.
    Foto: HYATT
    požadovala devět miliard dolarů.
    Kauza trvala 11roků atýkala sa
    zdrojového kódu mobilního ope
    -
    račního systému Android.
    Desetina online
    obchodů jde
    přes sociální sítě
    Vuplynulém roce lidé při náku-
    pech přes sociální sítě utratili
    globálně zhruba 492 miliardy
    dolarů (takřka 10,7 bilionů korun,
    což by tuzemský státní rozpočet
    naplnilo na asi šest apůl roku)
    azabírá zhruba desetinu celého
    e -commerce trhu. Do roku 2025
    se má navíc zvýšit na 1,2 bilionu
    dolarů (téměř 26 bilionů korun)
    atou dobou má představovat
    17procent celkového e -commerce
    trhu. Nejrychleji rostoucími trhy
    mají být Indie aBrazílie. Vyplývá
    to zdat společnosti Accenture.
    Sociální sítě podle společnosti
    používá necelá polovina globální
    populace (44%) atráví na nich
    vprůměru dvě apůl hodiny den
    -
    ně. Téměř dvě třetiny uživatelů
    sociálních sítí — tedy dvě miliardy
    lidí — nakupily během uplynu
    -
    lého roku přímo znich. Podle
    dat Accenture se 59 procent lidí,
    kteří nakupují přes sítě, rozhod
    -
    ne spíše pro menší obchodníky,
    než kdyby nakupovali vklasic
    -
    kých online obchodech. „Social
    commerce ovlivní všechny kate
    -
    gorie spotřebního zboží, dotknou
    se všech platforem aobchodníků,
    protože obchod přes sociální
    sítě poroste třikrát rychleji než
    e -commerce,“ uvádí Accenture.
    Řetězec Hyatt
    vstoupil do
    Česka
    Americký hotelový řetězec Hyatt
    po více než dvou letech dokončil
    opravu budovy bývalého Cukro
    -
    varnického paláce aletos na jaře
    spustí provoz ve zbrusu novém
    pětihvězdičkovém hotelu Andaz
    Prague, který bude disponovat
    celkem 176 pokoji. Síť Hyatt má
    vEvropě zatím jen čtyři hotely
    – ve Vídni, Mnichově, Londýně
    aAmsterdamu. Jméno Andaz
    označuje luxusní hotely, které
    síť Hyatt využívá vhistorických
    budovách vcentrech měst, zatím
    jsou ve 21 světových městech,
    nově včetně Prahy.
    Zkušební provoz hotelu na
    Senovážném náměstí začne
    na jaře. Palác si nechal ještě za
    Rakouska -Uhreska postavit spo
    -
    lek cukrovarníků, původní budo-
    va byla dokončena vroce 1916.
    Po sametové revoluci dům využí
    -
    vala společnost IPB, ale voka-
    mžiku jejího krachu vroce 2000
    objekt získala ČSOB. Později jej
    právě za účelem výstavby hotelu
    koupila skupina J&T, vystřídal
    poté několik dalších majitelů, až
    jej vroce 2018 získala rakouská
    developerská skupina UBM,
    opět scílem vněm provozovat
    pětihvězdičkový hotel.
    Budouva je od roku 1992 na
    seznamu památek UNESCO. An
    -
    daz je prvním luxusním hotelem,
    který bude po dlouhé anáročné
    době, spojené spandemií, otev-
    řen vČeské republice. Vedle lu-
    xusního ubytování bude součástí
    hotelu také tness awellness
    centrum, gastronomické provozy
    i450 metrů čtverečních prostor
    pro pořádání nejrůznějších akcí.
    Albert řekne víc
    o zákaznících
    Albert spouští novou platformu
    na sdílení dat. Dodavatelé řetězce
    se díky ní dozví více onakupují
    -
    cích. Řetězec si od projektu sli-
    buje lepší nabídku pro zákazníky
    isnižování přebytků.
    „Mám obrovskou radost,
    že právě ve spolupráci snámi
    sNielsenIQ asDatasapiens bude
    Albert Česká republika sdílet klí
    -
    čová data ozákaznících. Detailní
    informace onakupujících, jejich
    chování apotřebách otevřou
    zcela novou kapitolu ještě efektiv
    -
    nější spolupráce mezi Albertem
    adodavateli. Společný cíl maxi
    -
    malizace zákaznického zážitku
    tak bude opět blíže,“ napsal Karel
    Týra, ředitel NielsenIQ pro Česko,
    Slovensko aMaďarsko na sociální
    síti LinkedIn. Podle tiskového
    mluvčího Albertu Jiřího Marečka
    pomůže platforma řetězci ido
    -
    davatelům pochopit dlouhodobé
    makro trendy vzákaznickém
    chování azlepšovat nabídku
    na základě anonymizovaných
    agregovaných dat. „Společnost
    NielsenIQ je garantem splnění
    všech legislativních požadav
    -
    ků. Dodavatelům inám může
    pochopení makro trendů pomoci
    ivdalším snižování přebytků,“
    upřesňuje Mareček.
    05
    ZPRÁVY

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