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.
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JENOM ZALOŽITE-SHOP UŽ NESTAČÍOd pandemie populárníD2C přístup nemá úspěchzadarmo. Růst nákladůvyžaduje novou strategii.str. 8–11BUDOUCNOST JEV ONLINE TRŽIŠTÍCHVČesku se teprve rozjíždějí.Jak nová marketplacesrozhýbou trh, řešilE-commerce Summit.str. 14–15VOJTA KOTEKBYL PRVNÍ VOLBAJINDŘICHHOVORKA106. března 2023125 Kč / 5,94 €DŘÍVE FANTAZIE, DNESFUNKČNÍ NÁSTROJEEuroShop 2023 jasněukázal trendy vobchodu.Prototypy se bleskověstaly realitou.str. 20–23Strana 2
Tento rok slavíme již 25 let činnosti v České republiceTento rok slavíme již 25 let činnosti v České republice.. V polygrafii ofsetového a digitálního tiskujsme ušli dlouhou cestu a vždy s jasným cílem – být nejlepší. V kvalitě tisku vždy o krok napřed.Od běžného tiskového formátu až po největší XXL tiskové technologie.Od běžného tiskového formátu až po největší XXL tiskové technologie.D&S Design Prague,D&S Design Prague, člen skupiny Gerin, je spolehlivým dodavatelem tiskovin ve špičkové kvalitě. Nejjemnějšítiskové rastry současnosti (FM stochastika) v celé formátové škále polygrafické výroby, vysoce jakostnísvětlostálé barvy zaručující dlouhodobě prozářený tisk, výstupy pod polygrafickou normou ISO 12647.Katalogy, brožury, prospekty, výroční zprávy, časopisy, mapy, plakáty A0/B0 i XXL. Outdoorové tiskoviny:oboustrannéoboustranné citylighty, billboardy, megaboardy. POS stojany, veškeré klasické i XXL POS/POP produkty.D&S Design Prague, s.r.o.www.gerin.czNĚKDO 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 11:54:19Strana 3
InzerceNebyl náhodou rok pokoj?Až jsme trochu znejistěli. Alenaštěstí se vše vrátilo do starýchznámých kolejí atitulky nejenoborových médií opět zaplnilainsolvence Jaromíra Soukupa.Tento rok nově trochu opepřenáteorií ospiknutí. Proč ji nezkusit,když podobné cesty zabíraly po-slední dobou ive vyšších patrech.Pak už bylo všechno tak nudné„jako vždycky“ — nařčení, ohra-zení, zaplacení (pár drobných),usmíření a(pozor!) omluva. Takuvidíme, jestli objímání vydržíaspoň zase do příštího února.Finanční těžkosti má ale teďkdekdo. Před časem slibně nakro-čené projekty stojí na rozcestí,zněhož není lehké vybrat správ-ný směr. Prodává se méně, jinakastojí to více. Proto se vaktuál-ním vydání MAM právě prodejivěnujeme vtolika materiálechaztolika úhlů.Píšeme oněm například vhlav-ním tématu. Během pandemievelice populární D2C snahy ně-kterých značek— tedy distribucepřímo kjejich zákazníkům— na-rážejí na problémy. Představa, žesi stačí založit vlastní e-shop, seukazuje jako zoufale bláhová. Ná-klady na akvizice zákazníků jsoupro některé nad jejich možnosti.Mimochodem otom, žee-commerce už není sexy, píšemevdalším tématu čísla. Budouc-nost je vtržištích. Aoto víc unás,kde de facto zatím žádná pořádněnejsou. Čeká se, co strhemběhem letošního roku udělá Kau-and, Seznam aAllegro. Amazonprý lze čekat až nejdříve vroce2024.Jak se bude muset změnitobchod fyzicky, ukazujemeprostřednictvím dvou reportážíznejvětšího retailového veletrhuEuroshop, který proběhl minulýtýden v Düsseldorfu. Závěr jejednoduchý: aby rostly prodeje,musí být produkt, služba, pro-středí, způsob prodeje ikomuni-kace relevantní. My vám ktomu,pevně doufám, pomáháme.Radana ČechovášéfredaktorkaMusíme zůstatrelevantníNAŠI KAMPAŇ VYVEZEMENešikovný manžel bude vChorvatskuiSlovinsku, říká Jindřich Hovorka, šéfmarketingu českého Bauhausu.str. 12 –13OSTŘE SLEDOVANÁ KATEGORIEV soutěži Agentura roku udělímecenu za Nejlepší aktivitu pro rozvojtalentů. Představujeme její porotu.str. 6 –7VŠE JE TŘEBA VYČÍSLITZvyšování efektivity už bude „denníchléb“, uvádí marketingová ředitelkaFootshopu Adriana Jurdová.str. 18 –19D2C DOHNALA KRIZEZnačky soustředící se na přímýprodej zákazníkům se musejí víceotáčet. Jen mít e-shop už nestačí.str. 8–11Foto na titulní straně: BOHUMIL POSPÍŠILZADAVATELÉ A ZNAČKYKREATIVITA A KAMPANĚ KOMUNITAZADAVATELÉ A ZNAČKYEDITORIALStrana 4
04SvodkaDPDgroup, evropskápřepravní balíková služba,mění název na Geopost. Chcezpřehlednit komunikaci vrámcirůstové strategie včetně akvizicnových značek.Kaufland vyvinul vlastní typkovových skládacích palet. Svícenež desetiletou životností jsouudržitelnější než běžné dřevěnéeuro palety, o50% snižují použitíplastových fólií aredukují množ-ství emisí CO2 během přepravy.WOO, inuencerská agenturaspůvodním názvem World ofOnline, představila ke svémupá-tému výročí na trhu novou vizu-ální identitu. Nově spolupracujese značkou Martini či e-shopemopen24.cz.Allwyn, evropský provozo-vatel loterií, oznámil uzavřenítříletého globálního partnerstvísběžeckou akcí Wings for LifeWorld Run, ta vybírá peníze navýzkum poranění míchySkinners, brněnská značka„ponožkobot“ loni dosáhla tržeb100 milionů korun. Letos plánujeupevnit pozici vNěmecku azahá-jit expanzi do USA.PMI, Philip Morris International,uvedl na český trh kategorii bez-dýmných nikotinových produktů— jednorázovou e-cigaretu Veeba.Puma slaví letos 75. výročíaběhem roku chce vzdávat holdhistorickým milníkům voblastisportu, kultury ainovací. Brandtaké oznámil partnerství se zpě-vačkou Rihannou ajejí značkouFenti.Naboso, česká značka věnu-jící se bosému obouvání, otevře13.března vBrně čtvrtou prodej-nu. Letos chce otevřít iklinikuzaměřenou na správný vývojnohou, ato zejména udětí.Savencia Fromage & Dairyangažovala od letošního únoracukrářku Ivetu Fabešovou jakonárodní ambasadorku prémiovéznačky Elle & Vire.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAČlánky budeshrnovat AIShrnutí článků za pomoci uměléinteligence od OpenAI nabídnemonitoring zpráv od společnostiMonitora Media. Podle rmyje to první podobné řešení natrhu. Navazuje na využití AI provyhodnocování výstupů, kteréfunguje od loňského léta. Shrnu-tí článků od AI v několika málovětách se promítne nejdříve doemailových reportů stop zprá-vami, uživatelé tak nemusejí čístcelý obsah, ani se proklikávatz reportů do aplikace.„Největším přínosem je přede-vším vyšší efektivita při vyhodno-cování dat, aspolu s tím úsporačasu uživatelů,“ uvedl TomášBerger, CEO společnosti.Společnost OpenAI stojí takéza listopadovým spuštěnímchatbotu ChatGPT. Ten fungujejako prediktivní umělá inteli-gence využívající strojové učeníakomunikující formou dialogu.Umí tak například odpovídat nadoplňující otázky, přiznávat svéchyby nebo vyvracet nesprávnépředpoklady aodmítat nevhodnépožadavky.Místo MakraSOCR ČRRomana Nýdrle po třinácti letechvedení externí iinterní komu-nikace Makro ČR přechází říditretail do Svazu obchodu acestov-ního ruchu ČR, kterého už dřívebyla členkou. „Cítím vkostech,že zde moje zkušenost zobchodunajde uplatnění anavíc mě tobude hodně bavit,“ uvedla mimojiné na svém LinkedIn.Před Makrem byla marketin-govou ředitelkou vhudebnímbyznysu, například uSony BMG.Aktuálně.czopustil opětšéfredaktorJen sedm měsíců byl šéfredakto-rem zpravodajského online dení-ku Aktuálně.cz Jan Nevyhoštěný.Funkci opustí na konci březnapoté, co se názorově rozešel sve-dením vydavatelství Economia.„Některá systémová rozhodnu-tí byla proti mému přesvědčeníastrategii, jak nadále publikovatkvalitní aatraktivní obsah vroz-sahu, na který jsou čtenáři zvyk-lí,“ uvedl pro Deník N. Podobnédůvody přitom vedly kodchoduijeho předchůdce Josefa Pazder-ky, kterému Nevyhoštěný od léta2018 dělal zástupce.Ke změně ve vedení webu, kte-rá by měla být vyřešena interně,dochází jen krátce poté, co bylaspuštěna vlajková loď jeho video-obsahu– pořad Spotlight.Svět podle MAMAI nastupuje ido monitoringu,Nevyhoštěný se vyhostil zAktuálně.czNa míruvytvořenéalgoritmy pronákup médiívdigitálnímprostoru mohoupomoci na cestěkudržitelnějšímkampaním,upozornilaWARCZPRÁVYStrana 5
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