Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

10/2023

Časopis Marketing & Media je prestižním a vlivným oborovým médiem. Věnuje se byznysové komunikaci, reklamě a médiím. Každý týden přináší exkluzívní rozhovory se zajímavými osobnostmi z branže a s těmi, kteří zodpovídají za marketingové rozpočty. Obsahem inspiruje, odhaluje trendy a podporuje kritickou diskuzi.

  • Strana 1

    JENOM ZALOŽIT
    E-SHOP UŽ NESTAČÍ
    Od pandemie populární
    D2C přístup nemá úspěch
    zadarmo. Růst nákladů
    vyžaduje novou strategii.
    str. 8–11
    BUDOUCNOST JE
    V ONLINE TRŽIŠTÍCH
    VČesku se teprve rozjíždějí.
    Jak nová marketplaces
    rozhýbou trh, řešil
    E-commerce Summit.
    str. 14–15
    VOJTA KOTEK
    BYL PRVNÍ VOLBA
    JINDŘICH
    HOVORKA
    10
    6. března 2023
    125 Kč / 5,94
    DŘÍVE FANTAZIE, DNES
    FUNKČNÍ NÁSTROJE
    EuroShop 2023 jasně
    ukázal trendy vobchodu.
    Prototypy se bleskově
    staly realitou.
    str. 20–23
  • Strana 2

    Tento rok slame již 25 let činnosti v České republice
    Tento rok slame již 25 let činnosti v České republice
    .
    . V polygrafii ofsetového a digitálního tisku
    jsme ušli dlouhou cestu a vždy s jasným cílem – t nejlepší. V kvalitě tisku dy o krok napřed.
    Od běžho tiskového formátu po největší XXL tiskové technologie.
    Od běžho tiskového formátu po největší XXL tiskové technologie.
    D&S Design Prague,
    D&S Design Prague, člen skupiny Gerin, je spolehlivým dodavatelem tiskovin ve špičkové kvalitě. Nejjemnější
    tiskové rastry současnosti (FM stochastika) v ceformátové škále polygrafické výroby, vysoce jakost
    světlostálé barvy zaručující dlouhodobě prozářený tisk, výstupy pod polygrafickou normou ISO 12647.
    Katalogy, brožury, prospekty, výrzprávy, časopisy, mapy, plakáty A0/B0 i XXL. Outdoorové tiskoviny:
    oboustranné
    oboustranné citylighty, billboardy, megaboardy. POS stojany, veškeré klasické i XXL POS/POP produkty.
    D&S Design Prague, s.r.o.
    www.gerin.cz
    NĚKDO NAD KVALITOU V TISKU PŘIMHOUŘÍ OKO.
    PRO TY OSTATNÍ, JSME TU MY!
    PRO TY OSTATNÍ, JSME TU MY!
    JIŽ 25 LET.
    JIŽ 25 LET.
    PERFEKTNÍ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.
    PERFEKTNÍ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.
    230215_EURO_210x280_CONEY_25YEARs.indd 1230215_EURO_210x280_CONEY_25YEARs.indd 1 17.02.2023 11:54:1917.02.2023 11:54:19
  • Strana 3

    Inzerce
    Nebyl náhodou rok pokoj?
    Až jsme trochu znejistěli. Ale
    naštěstí se vše vrátilo do starých
    známých kolejí atitulky nejen
    oborových médií opět zaplnila
    insolvence Jaromíra Soukupa.
    Tento rok nově trochu opepře
    teorií ospiknutí. Proč ji nezkusit,
    když podobné cesty zabíraly po-
    slední dobou ive vyšších patrech.
    Pak už bylo všechno tak nudné
    „jako vždycky“ — nařčení, ohra-
    zení, zaplacení (pár drobných),
    usmíření a(pozor!) omluva. Tak
    uvidíme, jestli objímání vydí
    aspoň zase do příštího února.
    Finaní těžkosti má ale teď
    kdekdo. Před časem slibně nakro-
    čené projekty stojí na rozcestí,
    zněhož není lehké vybrat správ-
    ný směr. Prodává se méně, jinak
    astojí to více. Proto se vaktuál-
    m vydání MAM právě prodeji
    věnujeme vtolika materlech
    aztolika úhlů.
    šeme oněm například vhlav-
    m tématu. Během pandemie
    velice popurní D2C snahy ně-
    kterých značek— tedy distribuce
    ímo kjejich zákazníkům— na-
    žejí na problémy. Představa, že
    si stačí založit vlastní e-shop, se
    ukazuje jako zoufale bláhová. Ná-
    klady na akvizice zákazníků jsou
    pro některé nad jejich možnosti.
    Mimochodem otom, že
    e-commerce už není sexy, píšeme
    vdalším tématu čísla. Budouc-
    nost je vtržištích. Aoto víc unás,
    kde de facto zatím žádná pořád
    nejsou. Čeká se, co strhem
    během letošního roku udělá Kau-
    and, Seznam aAllegro. Amazon
    prý lze čekat až nejdříve vroce
    2024.
    Jak se bude muset změnit
    obchod fyzicky, ukazujeme
    prostřednictvím dvou reporží
    znejvětšího retailového veletrhu
    Euroshop, který proběhl minulý
    týden v Düsseldorfu. Závěr je
    jednoduchý: aby rostly prodeje,
    musí být produkt, služba, pro-
    středí, způsob prodeje ikomuni-
    kace relevantní. My vám ktomu,
    pevně doum, pome.
    Radana Čecho
    šéfredaktorka
    Musíme zůstat
    relevantní
    NAŠI KAMPAŇ VYVEZEME
    Nešikovný manžel bude vChorvatsku
    iSlovinsku, říká Jindřich Hovorka, šéf
    marketingu českého Bauhausu.
    str. 12 –13
    OSTŘE SLEDOVANÁ KATEGORIE
    V soutěži Agentura roku udělíme
    cenu za Nejlepší aktivitu pro rozvoj
    talentů. Představujeme její porotu.
    str. 6 –7
    VŠE JE TŘEBA VYČÍSLIT
    Zvyšování efektivity už bude „denní
    chléb“, uvádí marketingová ředitelka
    Footshopu Adriana Jurdová.
    str. 18 –19
    D2C DOHNALA KRIZE
    Značky soustředící se na přímý
    prodej zákazníkům se musejí více
    otáčet. Jen mít e-shop už nestačí.
    str. 8–11
    Foto na titulní straně: BOHUMIL POSPÍŠIL
    ZADAVATELÉ A ZNKYKREATIVITA A KAMPANĚ KOMUNITAZADAVATELÉ A ZNKY
    EDITORIAL
  • Strana 4

    04
    Svodka
    DPDgroup, evropská
    přepravní baková služba,
    mění název na Geopost. Chce
    zpřehlednit komunikaci vrámci
    růstové strategie včetně akvizic
    nových znek.
    Kaufland vyvinul vlastní typ
    kovových skládacích palet. Svíce
    než desetiletou životností jsou
    udržitelnější než běžné dřevěné
    euro palety, o50% snižují použití
    plastových fólií aredukují množ-
    ství emisí CO2 během přepravy.
    WOO, inuencerská agentura
    spůvodním názvem World of
    Online, představila ke svémupá-
    tému výročí na trhu novou vizu-
    ální identitu. Nově spolupracuje
    se značkou Martini či e-shopem
    open24.cz.
    Allwyn, evropský provozo-
    vatel loterií, oznámil uzavření
    tříletého glolního partnerství
    sžeckou akcí Wings for Life
    World Run, ta vybírá peníze na
    výzkum poranění míchy
    Skinners, brněnská značka
    „ponožkobot“ loni dohla teb
    100 milionů korun. Letos plánuje
    upevnit pozici vNěmecku aza-
    jit expanzi do USA.
    PMI, Philip Morris International,
    uvedl na český trh kategorii bez-
    mných nikotinových produktů
    — jednorázovou e-cigaretu Veeba.
    Puma slaví letos 75. výročí
    ahem roku chce vzdávat hold
    historickým milkům voblasti
    sportu, kultury ainovací. Brand
    také ozmil partnerství se z-
    vačkou Rihannou ajejí značkou
    Fenti.
    Naboso, česká značka věnu-
    jící se bosému obou, otevře
    13.března vBrně čtvrtou prodej-
    nu. Letos chce otevřít ikliniku
    zaměřenou na správný vývoj
    nohou, ato zejména utí.
    Savencia Fromage & Dairy
    angažovala od letošního února
    cukřku Ivetu Fabešovou jako
    rodní ambasadorku prémiové
    značky Elle & Vire.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Články bude
    shrnovat AI
    Shrnutí článků za pomoci umělé
    inteligence od OpenAI nabídne
    monitoring zpráv od společnosti
    Monitora Media. Podle rmy
    je to první podobné řešení na
    trhu. Navazuje na využití AI pro
    vyhodnocování výstupů, které
    funguje od loňského léta. Shrnu-
    tí článků od AI v několika málo
    větách se promítne nejíve do
    emailových reportů stop zprá-
    vami, uživatelé tak nemusejí číst
    celý obsah, ani se proklikávat
    z reportů do aplikace.
    „Největším přínosem je přede-
    vším vyšší efektivita při vyhodno-
    cování dat, aspolu s tím úspora
    času uživatelů,“ uvedl Tomáš
    Berger, CEO společnosti.
    Společnost OpenAI stojí ta
    za listopadovým spuštěm
    chatbotu ChatGPT. Ten funguje
    jako prediktivní umělá inteli-
    gence využívající strojové uče
    akomunikující formou dialogu.
    Umí tak například odpovídat na
    doplňující otázky, přiznávat s
    chyby nebo vyvracet nespráv
    předpoklady aodmítat nevhod
    požadavky.
    Místo Makra
    SOCR ČR
    Romana Nýdrle po třinácti letech
    vedení externí iinterní komu-
    nikace Makro ČR přechází řídit
    retail do Svazu obchodu acestov-
    ho ruchu ČR, kterého už dříve
    byla členkou. „Cítím vkostech,
    že zde moje zkenost zobchodu
    najde uplatní anavíc mě to
    bude hodně bavit,“ uvedla mimo
    jiné na svém LinkedIn.
    Před Makrem byla marketin-
    govou ředitelkou vhudebním
    byznysu, například uSony BMG.
    Aktuálně.cz
    opustil opět
    šéfredaktor
    Jen sedm měsíců byl šéfredakto-
    rem zpravodajského online dení-
    ku Aktlně.cz Jan Nevyhoště.
    Funkci opustí na konci března
    poté, co se názorově rozešel sve-
    dením vydavatelství Economia.
    „Některá systémová rozhodnu-
    tí byla proti mému přesvědčení
    astrategii, jak nadále publikovat
    kvalitní aatraktivní obsah vroz-
    sahu, na který jsou čtenáři zvyk-
    lí,“ uvedl pro Dek N. Podobné
    důvody přitom vedly kodchodu
    ijeho předchůdce Josefa Pazder-
    ky, kterému Nevyhoštěný od léta
    2018 dělal zástupce.
    Ke změně ve vedení webu, kte-
    rá by měla být vyřešena interně,
    doczí jen krátce poté, co byla
    spuštěna vlajková loď jeho video-
    obsahu– pořad Spotlight.
    Svět podle MAM
    AI nastupuje ido monitoringu,
    Nevyhoštěný se vyhostil zAktlně.cz
    Na míru
    vytvořené
    algoritmy pro
    nákup médií
    vdigitálním
    prostoru mohou
    pomoci na cestě
    kudržitelnějším
    kampaním,
    upozornila
    WARC
    ZPRÁVY
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