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.

  • Strana 1

    PROBLÉMY V TÝMECH
    UŽ NELZE PŘEHLÍŽET
    Duševní zdraví dostalo
    kvůli covidu hodně zabrat.
    Firmy hledají pomoc pro
    své zaměstnance.
    str. 8–12
    ECOMMERCE TĚŽÍ
    Z REKORDNÍHO ROKU
    Nakupování iplacení
    zmobilů ještě zesílí, důraz
    bude kladen na lepší
    pochopení zákazníků.
    str. 16–17
    INOVACE JSOU
    EXTRÉMNÍ SPORT
    Zabránit ostrému sešupu
    prodejní křivky umí
    jen malá část na trh
    uvedených novinek.
    str. 20–22
    BEZ LIDÍ SE
    ÚSPĚCH NEKONÁ
    SIMONA
    ZÁBRŽOVÁ
    09
    1. března 2021
    99 Kč / 4,90
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    AUSTRALSKÁ LEKCE
    DIGITÁLNÍM OBRŮM
    Australané chtějí
    spomocí zákona přimět
    Google aFacebook platit
    vydavatelům za obsah.
    str. 6–7
    PANDEMIE POSILUJE
    VÝZNAM INHOUSE
    Ve světě roste popularita
    interních agentur. Ičeští
    zadavatelé si nechávají
    stavět týmy na míru.
    str. 8–11
    DEZINFORMACE
    OHROŽUJÍ REPUTACI
    České rmy nevědí, kde
    všude se objevuje jejich
    reklama, varuje Roman
    Čihalík ze spolku Nelež.
    str. 18–19
    NOVÁ ÉRA
    S CHAMELEONEM
    RENATA
    NĚMCOVÁ
    PIXO
    08
    22. února 2021
    99 / 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
    AUSTRALSKÁ LEKCE
    DIGITÁLNÍM OBRŮM
    Australané chtějí
    spomocí zákona přimět
    Google aFacebook platit
    vydavatelům za obsah.
    str.
    6–7
    PANDEMIE POSILUJE
    Ve světě roste popularita
    interních agentur. Ičeští
    zadavatelé si nechávají
    stavět týmy na míru.
    str.
    8–11
    DEZINFORMACE
    OHROŽUJÍ REPUTACI
    České rmy nevědí, kde
    všude se objevuje jejich
    reklama, varuje Roman
    Čihalík ze spolku Nelež.
    reklama, varuje Roman
    Čihalík ze spolku Nelež.
    reklama, varuje Roman
    str.
    18–19
    NOVÁ ÉRA
    S CHAMELEONEM
    RENATA
    NĚMCOVÁ
    PIXOVÁ
    08
    22.února 2021
    99/ 4,90
    ušetřete až
    14 000 Kč
    ušetřete až
    34 000 Kč
    NOVÁ ÉRA
    S
    CHAMELEONEM
    NĚMCOVÁ
    PIXOVÁ
    tištěný časopis
    MAM
    PRINT
    časopis na webu nebo ve čtečce
    MAM
    DIGITAL
    MAM
    KOMPLET
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    MAM
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    Vyberte si
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    MAM_inz_predplatne_210x280_MAM_2021_02.indd 1MAM_inz_predplatne_210x280_MAM_2021_02.indd 1 26.02.2021 12:4126.02.2021 12:41
  • Strana 3

    Loni se vklady tuzemských
    domácností ubank zvýšily
    meziročně ovíce než 12 procent
    ašlo onejvětší nárůst vhistorii.
    Dalo by se říct skvělé, lidé si dělají
    polštář, jenže drtivá většina znich
    má peníze, které jim dlouhodobě
    stejně spíše mizí.
    Pokud měl někdo na běžném
    účtu před pěti lety třeba půl
    milionu korun, díky inaci je
    znich nyní 463 tisíc. Při uložení
    úspor vbance tak člověk skončí
    efektivně minus 36 tisíc. Když by
    se zný půl milion vložil do
    fondu dosahujícího šesti procent
    ročně, je rozdíl oproti nicnedělá
    za danou dobu odost více, než
    sto tisíc korun. Jee us lidé
    stále příliš neinvestují aoproti
    Západu se tak připravují odalší
    zdroje pasivního příjmu, který
    pak ve stáří působí často zásadní
    rozdíl vživotní úrovni lidí unás
    avzahraní.
    Apokud se to nezmění, dále se
    budou velmi výrazně rozevírat
    nůžky mezi lidmi, kteří si alesp
    něco smysluplně odkládají, atěmi,
    kdo tomu nevěnují pozornost.
    Vlistopadu jsem psal, že bitcoin
    bez fanr míří k18 tisícům dola-
    rů. Aktlně už je nad padesáti,
    řada dalších kryptoměn je na
    destinásobcích ivíce. Kdyby se hy-
    poteticky zl milionu před pěti
    lety investovalo pět tisíc (pou
    jedno procento) do bitcoinu, měl
    by vlastník nyní ztěch pěti tisíc
    hezkou sumku 522tisíc korun.
    Jistě, chápu, riziko, bublina, Pon-
    zi, bitcoin jde na nulu…
    Existují však třeba krypto-
    ny, jejichž hodnota je navázaná
    na dolar, takže nejsou volatilní
    alidé za jejich držení aposkytnutí
    likvidity mohou získat úrok přes
    pět procent ročně. Což je sle
    mnohem více, než na jejich účtu
    vbance. Ale chápu, že to zdaleka
    není pro každého alidé, kteří jsou
    schopni nechat peze jen tak
    hnít, oinvestování (zdaleka nejen
    do kryptoměn) prostě nepřemýš-
    lejí. Ale měli by, inace navíc kvůli
    tištění peněz dále poroste a musí
    pak počítat stím, že se budou po-
    hybovat na nesprávné straně stále
    více se rozevírajících nůžek.
    Pavel Hejkrlík
    redaktor
    Hnijící peníze
    a dalšížky
    Inzerce
    EDITORIAL
    HRECOMMERCE
    ECOMMERCE SUMMIT 2021
    Téměř čtyři desítky spíkrů z předních
    rem popsalo trendy, kam se bude
    obchod na internetu dále posouvat.
    str. 16–17
    HR
    OTÁZKA, KOLIK TO PŘINESE,
    NEMÁ BÝT NA PRVNÍM MÍS
    Podle Simony Zábržové ze Soulmia
    rmy neřeší pohodu lidí dostatečně.
    str. 14 –15
    STREET ART
    PŘEMÝŠLÍM JAKO FIRMA
    Instagram používám jako vlastní
    galerii. Reklamou pro někoho bych
    asi ztratil, říká výtvarník Jan Kaláb.
    str. 24
    POZOR NA VYHOŘENÍ I DEPRESI
    Psychika trápila lidi už před covidem,
    nyní jsou ale potíže akutnější, rmám
    pomáhají také online terapie.
    str. 8 –12
    Foto na titulní straně: BOHUMIL POSPÍŠIL
  • Strana 4

    Makro oslovuje
    nové zákazníky
    Obchody Makro loni zažily
    propad segmentu HoReCa. Proto
    nyní řetězec, který má vČesku
    třináct prodejen, cílí ina drobněj-
    ší živnostky. Vnové kampani
    se opět propojuje sšéuchařem
    amajitelem restaurace Entree
    Přemkem Forejtem. Její hlavní
    myšlenkou je, že ivdnešní době
    je možné dělat věci pro sebe,
    například kvalitně jíst, vybírat si
    zpestrého sortimentu či komfort-
    ně abezpně nakupovat. Cílem
    je získat nové koncové zákazky,
    například majitele samoobsluh,
    večerek, ale idalší zákazníky ze
    sektoru HoReCA, zvýšit frekvenci
    návštěv avelikost nákupního
    košíku stávajících zákazníků
    aprobudit „spící“ zákazníky, tedy
    ty, kteří jsou vMakru registrová-
    ni, ale nenakupují.
    Volba předsedy
    ČOV napotřetí
    neproběhne
    Minulý týden ve čtvrtek soud
    vPraze předběžm opatřením
    zrušil volbu nového předsedy
    Českého olympijského výboru
    (ČOV). Dvakrát byla přitom
    odložena už na podzim. Soud
    reagoval na napadení volby ze
    strany Sdružení sportovních
    svazů, druhé největší sportovní
    organizace vČesku svíce než půl
    milionem členů. Proti volbě pro-
    testoval iprotikandidát současné-
    ho předsedy Jiřího Kejvala Filip
    Neusser nebo Česká unie sportu,
    která kritizuje pokles nančních
    íspěvků svazům o149 milionů
    korun. „ČOV rezignoval na svůj
    hlavní úkol. Tím není pořádání
    sebeprezentujících akcí amarke-
    ting. Na to vynakládá 60 procent
    své aktivity aprostředků,“ vyčetl
    Neusser vdebatě Kejvalovi vČes-
    televizi.
    Svět podle MAM
    Makro rozšiřuje cílovou skupinu,
    ČOV volit nebude a tržiště pro OSVČ
    Svodka
    Nejlepší e -shopy jsou
    podle studie Český košík roku ob-
    chody Astratex, Footshop aAlza.
    Partnery studie společnosti Twis-
    to byly rmy Mastercard aHeu-
    reka.cz. Studie zmiňuje inové
    trendy ve -shopech, kde vedle
    produktových fotograí přibývají
    videa či vmci uditelnosti
    možnost přispět kompenzaci
    uhlíkové stopy.
    Scholz & Friends ny
    ze sta procent vlastní její výkonný
    ředitel Tomáš Kopeč. Dříve mu
    agentura patřila ze 75 procent.
    Vedení isložení týmu S & F Praha
    stávají beze změny.
    Agentura Marketup
    získala ocenění Czech Super-
    brands 2021. Marketup byl díky
    svému ekonomickému scoringu
    nominován nezávislou výzkum-
    nou agenturou Bisnode aposléze
    vybrán jako vítěz voboru reklam-
    ch amarketingových agentur.
    Golden Drum představil
    porotu pro kategorii Omnichan-
    nel. Vede ji Fadi Yaish, mimo ji
    zakladatel B&W Report.
    Lions Live, už třetí týdenní
    akce pro kreativce amarketéry,
    ží online od pondělí 1.března
    do pátku 5.března. Za cíl si dává
    poskytnout účastním nástroje
    ainspiraci pro zvládnutí dalšího
    ročného roku. Vysoupí mimo
    jiné God -is Rivera zTwitteru či
    Lubomira Rochet zL’Oréal.
    Analogové záběry
    použila ve spotech pro novou řadu
    Astrid svitaminem C agentura
    Brain One. Produkce, která se ce
    streamovala do mateřské řec
    skupiny Sarantis, se ujala Bume-
    rang Films arežisér Radim Vaňous.
    Smartmockups,
    libereckou službu na tvorbu
    produktových fotograí, koupila
    spolu srakouskou platformou pro
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    ULOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Svět podle MAM
    Twitter testuje
    nové funkce.
    Je mezi nimi
    ipředplat
    „Super Follows
    na exkluzivní
    obsah, podobné
    tomu, jako ma
    třeba platformy
    Patreon nebo
    Substack
    NENECHTE SI VZÍT
    PESTROST
    VÝBĚRU
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    03-01-Inzerce-Epikure-190x266mm-KV-pestrost.indd 103-01-Inzerce-Epikure-190x266mm-KV-pestrost.indd 1 08.01.2021 14:3608.01.2021 14:36
    Zdroj: MAKRO
    04
    ZPRÁVY
  • Strana 5

    vizuální umělou inteligenci Ka-
    leido.ai australská společnost
    Canva. Nástroje Canvy vyívá
    50milionů uživatelů měsíčně.
    Česká televize po-
    siluje svůj informační servis,
    prosednictm krátkých
    pořadů Epicentrum bude shr-
    novat platná vládní opatření.
    Poběží na ČT1, ČT3 aČT24.
    Papirfly a Brand-
    Master, poskytovatelé
    marketingových technologií,
    ohlásili fůzi. Spojení se dotkne
    iČeska, BrandMaster má ve
    Zlíně část vývojového týmu.
    Světu vládne
    Amazon, Česku
    Air Bank
    Agentura Wunderman Thompson
    představila první studii Inspire,
    vž řadí značky podle toho, jak
    jsou inspirativní. To má totiž vliv
    na chování zákazníků, kteří jsou
    za jejich produkty ochotni zapla-
    tit více (dle studie má inspirace
    podíl 52%) aroveň jsou odol-
    nější proti marketingovým akcím
    konkurence (podíl 48 procent).
    Světový žebříček kupodivu
    nevede Apple, který na tom má
    prakticky postavený byznysmo-
    del. Je až na třetím místě, před
    m je Samsung ana první příčce
    Amazon. Vedle globálho pořadí
    Wunderman představil žebříčky
    ipro 40 jednotlivých trhů, mezi
    nimiž je iČeská republika. Lokální-
    mu pořadí vévodí Air Bank. Tedy
    banka, kterou „můžete mít rádi“.
    Za vznikem celého tohoto kon-
    ceptu stál stýmem marketingový
    ředitel Jakub Petřina. Ten ovšem
    zbanky po 11 letech odczí, aby
    šéfoval skpinovému marketingu
    vRohlíku.
    Na druhém místě je unás co
    do inspirace Lidl (vglobálu je 47.)
    abronz drží Plzeňský Prazdroj.
    Jednoduše řečeno — růst značek
    ajejich podíl na trhu se neodví
    jen od toho, zda je spoebitelé
    znají. Důležité je, co si onich mys-
    lí,“ uvádí agentura, která plánuje
    tuto studii vydávat každoročně.
    Hodnocení prohalo na základě
    akademického výzkumu, využití
    dat zdataze BrandZ aprů-
    zkumu Sonar mezi čtyřmi tisíci
    respondenty.
    Nejvíce se sdílejí
    Okamurovy
    dezinformace
    Za více než rok trvání epidemie
    přesáhly diskuse okoronaviru
    hranici 11 milionů příspěvků,
    desetinu komentářů přitom tvoří
    zmínky okování. O„západ-
    ních“ vakcínách Pzer/BioNTech,
    Moderna aAstraZeneca nejvíce
    informují zpravodajské weby
    Novinky.cz aLidovky.cz, čtvrtina
    ech příspěvků publikovaných
    oruské vakcíně Sputnik Vpochá-
    zí ze stejnojmenného serveru.
    Debata okoronaviru je již od
    počátku zpolitizovaná. Nejvíce
    se diskutuje na Facebooku. Nej-
    větší počty sdílení mají příspěvky
    Tomia Okamury. Okomunikaci
    státních institucí veřejnost nejeví
    zájem apreferuje informace po-
    skytované jimi účty. Vyplý
    to zanazy společnosti Newton
    Media, která se zaměřila na zdro-
    je debat oočkování.
    LinkedIn chystá
    tržiště práce
    Sociální síť pro profesionály
    LinkedIn chce ještě více posí-
    lit svůj vliv na HR trhu. Podle
    zdrojů serveru The Information
    vyvíjí službu na způsob trž-
    tě, která umožní rmám najít,
    najmout azaplatit freelancery
    na různé projekty. Jmenovat
    by se měla Marketplaces ace
    proces by díky ní měl probíhat na
    Linked Inu, součástí vývoje by tak
    musela být například idigitální
    peněženka (jejím prostřednic-
    tvím by pak síť mohla též moti-
    vovat uživatele kprodukci více
    íspěvků). Tím by se LinkedIn
    stal přímou konkurencí pro rmy
    jako Upwork či Fiverr, které idíky
    pandemii raketově rostou.
    Skončí platební
    terminály?
    Společnost Global Payments ve
    spolupráci sČeskou spořitelnou
    akartovými asociacemi Master-
    card aVisa začala vČesku nabízet
    novou aplikaci GP tom, díky níž
    mohou obchodníci proměnit
    mobilní telefon vplatební termi-
    l pro přijíní karet. Funguje
    zatím na telefonech sAndroidem.
    Účtenka se po platbě odesílá
    SMS, e-mailem nebo přes QR kód.
    Aplikace se hodí třeba pro taxiká-
    ře, kurýry, řemeslky, trhovce,
    lékaře nebo menší prodejny.
    „Martech“ trh jen za loňský
    rok vyrostl téměř o14 procent.
    The One Club jme-
    noval první porotce pro ceny
    zohledňující diverzitu, rovnost
    ainkluzi One Show 2021 Fusion
    Pencil aADC 100th Annual
    Awards Fusion Cube.
    Ceny SDG 2021,
    které oceňují naplňování Cí
    udržitelného rozvoje OSN, jsou
    otevřené pro přihlášky, které
    je možné posílat do 31. března.
    Součástí letošního ročku je
    bezplatný vzdělávací program
    Akademie SDGs.
    Zdroj: AIR BANK
    05
    ZPRÁVY
    Grfický
    designér
    Spisovtelk
    Digitlní
    nomd
    3D
    nimtork
    Mrketingov
    mnžerk
    Vysok škol
    kretivní
    komunikce
    Nepropsni svou šnci!
    Přihls se
    Bc. Mgr
    .
    Přihls se
    Bc.
    Mgr
    Kretivní
    ředitel
    PR
    mnžerk
    vskk.cz
    Inzerce
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  • Strana 27

  • Strana 28

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