Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
09/2021
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.
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PROBLÉMY V TÝMECHUŽ NELZE PŘEHLÍŽETDuševní zdraví dostalokvůli covidu hodně zabrat.Firmy hledají pomoc prosvé zaměstnance.str. 8–12ECOMMERCE TĚŽÍZ REKORDNÍHO ROKUNakupování iplacenízmobilů ještě zesílí, důrazbude kladen na lepšípochopení zákazníků.str. 16–17INOVACE JSOUEXTRÉMNÍ SPORTZabránit ostrému sešupuprodejní křivky umíjen malá část na trhuvedených novinek.str. 20–22BEZ LIDÍ SEÚSPĚCH NEKONÁSIMONAZÁBRŽOVÁ091. března 202199 Kč / 4,90 €Strana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420AUSTRALSKÁ LEKCEDIGITÁLNÍM OBRŮMAustralané chtějíspomocí zákona přimětGoogle aFacebook platitvydavatelům za obsah.str. 6–7PANDEMIE POSILUJEVÝZNAM INHOUSEVe světě roste popularitainterních agentur. Ičeštízadavatelé si nechávajístavět týmy na míru.str. 8–11DEZINFORMACEOHROŽUJÍ REPUTACIČeské rmy nevědí, kdevšude se objevuje jejichreklama, varuje RomanČihalík ze spolku Nelež.str. 18–19NOVÁ ÉRAS CHAMELEONEMRENATANĚMCOVÁPIXOVÁ0822. února 202199 Kč / 4,90 €roční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčAUSTRALSKÁ LEKCEDIGITÁLNÍM OBRŮMAustralané chtějíspomocí zákona přimětGoogle aFacebook platitvydavatelům za obsah.str.6–7PANDEMIE POSILUJEVÝZNAM INHOUSEVe světě roste popularitainterních agentur. Ičeštízadavatelé si nechávajístavět týmy na míru.str.8–11DEZINFORMACEOHROŽUJÍ REPUTACIČeské rmy nevědí, kdevšude se objevuje jejichreklama, varuje RomanČihalík ze spolku Nelež.reklama, varuje RomanČihalík ze spolku Nelež.reklama, varuje Romanstr.18–19NOVÁ ÉRAS CHAMELEONEMRENATANĚMCOVÁPIXOVÁ0822.února 202199Kč/ 4,90€ušetřete až14 000 Kčušetřete až34 000 KčNOVÁ ÉRASCHAMELEONEMNĚMCOVÁPIXOVÁtištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital+ online archivMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum MediaVyberte siz naší široké nabídkypředplatnéhoMAM_inz_predplatne_210x280_MAM_2021_02.indd 1MAM_inz_predplatne_210x280_MAM_2021_02.indd 1 26.02.2021 12:4126.02.2021 12:41Strana 3
Loni se vklady tuzemskýchdomácností ubank zvýšilymeziročně ovíce než 12 procentašlo onejvětší nárůst vhistorii.Dalo by se říct skvělé, lidé si dělajípolštář, jenže drtivá většina znichmá peníze, které jim dlouhodoběstejně spíše mizí.Pokud měl někdo na běžnémúčtu před pěti lety třeba půlmilionu korun, díky inaci jeznich nyní 463 tisíc. Při uloženíúspor vbance tak člověk skončíefektivně minus 36 tisíc. Když byse zmíněný půl milion vložil dofondu dosahujícího šesti procentročně, je rozdíl oproti nicneděláníza danou dobu odost více, nežsto tisíc korun. Jenže unás lidéstále příliš neinvestují aoprotiZápadu se tak připravují odalšízdroje pasivního příjmu, kterýpak ve stáří působí často zásadnírozdíl vživotní úrovni lidí unásavzahraničí.Apokud se to nezmění, dále sebudou velmi výrazně rozevíratnůžky mezi lidmi, kteří si alespoňněco smysluplně odkládají, atěmi,kdo tomu nevěnují pozornost.Vlistopadu jsem psal, že bitcoinbez fanfár míří k18 tisícům dola-rů. Aktuálně už je nad padesáti,řada dalších kryptoměn je nadestinásobcích ivíce. Kdyby se hy-poteticky způl milionu před pětilety investovalo pět tisíc (pouhéjedno procento) do bitcoinu, mělby vlastník nyní ztěch pěti tisíchezkou sumičku 522tisíc korun.Jistě, chápu, riziko, bublina, Pon-zi, bitcoin jde na nulu…Existují však třeba kryptomě-ny, jejichž hodnota je navázanána dolar, takže nejsou volatilníalidé za jejich držení aposkytnutílikvidity mohou získat úrok přespět procent ročně. Což je stálemnohem více, než na jejich účtuvbance. Ale chápu, že to zdalekanení pro každého alidé, kteří jsouschopni nechat peníze jen takhnít, oinvestování (zdaleka nejendo kryptoměn) prostě nepřemýš-lejí. Ale měli by, inace navíc kvůlitištění peněz dále poroste a musípak počítat stím, že se budou po-hybovat na nesprávné straně stálevíce se rozevírajících nůžek.Pavel HejkrlíkredaktorHnijící penízea další nůžkyInzerceEDITORIALHRECOMMERCEECOMMERCE SUMMIT 2021Téměř čtyři desítky spíkrů z předníchrem popsalo trendy, kam se budeobchod na internetu dále posouvat.str. 16–17HROTÁZKA, KOLIK TO PŘINESE,NEMÁ BÝT NA PRVNÍM MÍSTĚPodle Simony Zábržové ze Soulmiarmy neřeší pohodu lidí dostatečně.str. 14 –15STREET ARTPŘEMÝŠLÍM JAKO FIRMAInstagram používám jako vlastnígalerii. Reklamou pro někoho bychasi ztratil, říká výtvarník Jan Kaláb.str. 24POZOR NA VYHOŘENÍ I DEPRESIPsychika trápila lidi už před covidem,nyní jsou ale potíže akutnější, rmámpomáhají také online terapie.str. 8 –12Foto na titulní straně: BOHUMIL POSPÍŠILStrana 4
Makro oslovujenové zákazníkyObchody Makro loni zažilypropad segmentu HoReCa. Protonyní řetězec, který má vČeskutřináct prodejen, cílí ina drobněj-ší živnostníky. Vnové kampanise opět propojuje sšéuchařemamajitelem restaurace EntreePřemkem Forejtem. Její hlavnímyšlenkou je, že ivdnešní doběje možné dělat věci pro sebe,například kvalitně jíst, vybírat sizpestrého sortimentu či komfort-ně abezpečně nakupovat. Cílemje získat nové koncové zákazníky,například majitele samoobsluh,večerek, ale idalší zákazníky zesektoru HoReCA, zvýšit frekvencinávštěv avelikost nákupníhokošíku stávajících zákazníkůaprobudit „spící“ zákazníky, tedyty, kteří jsou vMakru registrová-ni, ale nenakupují.Volba předsedyČOV napotřetíneproběhneMinulý týden ve čtvrtek soudvPraze předběžným opatřenímzrušil volbu nového předsedyČeského olympijského výboru(ČOV). Dvakrát byla přitomodložena už na podzim. Soudreagoval na napadení volby zestrany Sdružení sportovníchsvazů, druhé největší sportovníorganizace vČesku svíce než půlmilionem členů. Proti volbě pro-testoval iprotikandidát současné-ho předsedy Jiřího Kejvala FilipNeusser nebo Česká unie sportu,která kritizuje pokles nančníchpříspěvků svazům o149 milionůkorun. „ČOV rezignoval na svůjhlavní úkol. Tím není pořádánísebeprezentujících akcí amarke-ting. Na to vynakládá 60 procentsvé aktivity aprostředků,“ vyčetlNeusser vdebatě Kejvalovi vČes-ké televizi.Svět podle MAMMakro rozšiřuje cílovou skupinu,ČOV volit nebude a tržiště pro OSVČSvodkaNejlepší e -shopy jsoupodle studie Český košík roku ob-chody Astratex, Footshop aAlza.Partnery studie společnosti Twis-to byly rmy Mastercard aHeu-reka.cz. Studie zmiňuje inovétrendy ve -shopech, kde vedleproduktových fotograí přibývajívidea či vrámci udržitelnostimožnost přispět kompenzaciuhlíkové stopy.Scholz & Friends nyníze sta procent vlastní její výkonnýředitel Tomáš Kopečný. Dříve muagentura patřila ze 75 procent.Vedení isložení týmu S & F Prahazůstávají beze změny.Agentura Marketupzískala ocenění Czech Super-brands 2021. Marketup byl díkysvému ekonomickému scoringunominován nezávislou výzkum-nou agenturou Bisnode aposlézevybrán jako vítěz voboru reklam-ních amarketingových agentur.Golden Drum představilporotu pro kategorii Omnichan-nel. Vede ji Fadi Yaish, mimo jinézakladatel B&W Report.Lions Live, už třetí týdenníakce pro kreativce amarketéry,běží online od pondělí 1.březnado pátku 5.března. Za cíl si dáváposkytnout účastníkům nástrojeainspiraci pro zvládnutí dalšíhonáročného roku. Vysoupí mimojiné God -is Rivera zTwitteru čiLubomira Rochet zL’Oréal.Analogové záběrypoužila ve spotech pro novou řaduAstrid svitaminem C agenturaBrain One. Produkce, která se celástreamovala do mateřské řeckéskupiny Sarantis, se ujala Bume-rang Films arežisér Radim Vaňous.Smartmockups,libereckou službu na tvorbuproduktových fotograí, koupilaspolu srakouskou platformou proVÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIASvět podle MAMTwitter testujenové funkce.Je mezi nimiipředplatné„Super Follows“na exkluzivníobsah, podobnétomu, jako majítřeba platformyPatreon neboSubstackNENECHTE SI VZÍTPESTROSTVÝBĚRU{ }03-01-Inzerce-Epikure-190x266mm-KV-pestrost.indd 103-01-Inzerce-Epikure-190x266mm-KV-pestrost.indd 1 08.01.2021 14:3608.01.2021 14:36Zdroj: MAKRO04ZPRÁVYStrana 5
vizuální umělou inteligenci Ka-leido.ai australská společnostCanva. Nástroje Canvy využívá50milionů uživatelů měsíčně.Česká televize po-siluje svůj informační servis,prostřednictvím krátkýchpořadů Epicentrum bude shr-novat platná vládní opatření.Poběží na ČT1, ČT3 aČT24.Papirfly a Brand-Master, poskytovatelémarketingových technologií,ohlásili fůzi. Spojení se dotkneiČeska, BrandMaster má veZlíně část vývojového týmu.Světu vládneAmazon, ČeskuAir BankAgentura Wunderman Thompsonpředstavila první studii Inspire,vníž řadí značky podle toho, jakjsou inspirativní. To má totiž vlivna chování zákazníků, kteří jsouza jejich produkty ochotni zapla-tit více (dle studie má inspiracepodíl 52%) azároveň jsou odol-nější proti marketingovým akcímkonkurence (podíl 48 procent).Světový žebříček kupodivunevede Apple, který na tom máprakticky postavený byznysmo-del. Je až na třetím místě, předním je Samsung ana první příčceAmazon. Vedle globálního pořadíWunderman představil žebříčkyipro 40 jednotlivých trhů, mezinimiž je iČeská republika. Lokální-mu pořadí vévodí Air Bank. Tedybanka, kterou „můžete mít rádi“.Za vznikem celého tohoto kon-ceptu stál stýmem marketingovýředitel Jakub Petřina. Ten ovšemzbanky po 11 letech odchází, abyšéfoval skpinovému marketinguvRohlíku.Na druhém místě je unás codo inspirace Lidl (vglobálu je 47.)abronz drží Plzeňský Prazdroj.„Jednoduše řečeno — růst značekajejich podíl na trhu se neodvíjíjen od toho, zda je spotřebiteléznají. Důležité je, co si onich mys-lí,“ uvádí agentura, která plánujetuto studii vydávat každoročně.Hodnocení probíhalo na základěakademického výzkumu, využitídat zdatabáze BrandZ aprů-zkumu Sonar mezi čtyřmi tisícirespondenty.Nejvíce se sdílejíOkamurovydezinformaceZa více než rok trvání epidemiepřesáhly diskuse okoronaviruhranici 11 milionů příspěvků,desetinu komentářů přitom tvořízmínky oočkování. O„západ-ních“ vakcínách Pzer/BioNTech,Moderna aAstraZeneca nejvíceinformují zpravodajské webyNovinky.cz aLidovky.cz, čtvrtinavšech příspěvků publikovanýchoruské vakcíně Sputnik Vpochá-zí ze stejnojmenného serveru.Debata okoronaviru je již odpočátku zpolitizovaná. Nejvícese diskutuje na Facebooku. Nej-větší počty sdílení mají příspěvkyTomia Okamury. Okomunikacistátních institucí veřejnost nejevízájem apreferuje informace po-skytované jinými účty. Vyplýváto zanalýzy společnosti NewtonMedia, která se zaměřila na zdro-je debat oočkování.LinkedIn chystátržiště práceSociální síť pro profesionályLinkedIn chce ještě více posí-lit svůj vliv na HR trhu. Podlezdrojů serveru The Informationvyvíjí službu na způsob tržiš-tě, která umožní rmám najít,najmout azaplatit freelanceryna různé projekty. Jmenovatby se měla Marketplaces acelýproces by díky ní měl probíhat naLinked Inu, součástí vývoje by takmusela být například idigitálnípeněženka (jejím prostřednic-tvím by pak síť mohla též moti-vovat uživatele kprodukci vícepříspěvků). Tím by se LinkedInstal přímou konkurencí pro rmyjako Upwork či Fiverr, které idíkypandemii raketově rostou.Skončí platebníterminály?Společnost Global Payments vespolupráci sČeskou spořitelnouakartovými asociacemi Master-card aVisa začala vČesku nabízetnovou aplikaci GP tom, díky nížmohou obchodníci proměnitmobilní telefon vplatební termi-nál pro přijímání karet. Fungujezatím na telefonech sAndroidem.Účtenka se po platbě odesíláSMS, e-mailem nebo přes QR kód.Aplikace se hodí třeba pro taxiká-ře, kurýry, řemeslníky, trhovce,lékaře nebo menší prodejny.„Martech“ trh jen za loňskýrok vyrostl téměř o14 procent.The One Club jme-noval první porotce pro cenyzohledňující diverzitu, rovnostainkluzi One Show 2021 FusionPencil aADC 100th AnnualAwards Fusion Cube.Ceny SDG 2021,které oceňují naplňování Cílůudržitelného rozvoje OSN, jsouotevřené pro přihlášky, kteréje možné posílat do 31. března.Součástí letošního ročníku jebezplatný vzdělávací programAkademie SDGs.Zdroj: AIR BANK05ZPRÁVYGrfickýdesignérSpisovtelkDigitlnínomd3DnimtorkMrketingovmnžerkVysok školkretivníkomunikceNepropsni svou šnci!Přihls seBc. Mgr.Přihls seBc.MgrKretivníředitelPRmnžerkvskk.czInzerceStrana 6
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