Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
13/2020
Časopis Marketing a Media je prestižním, mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy, marketingu a médií. Každý týden přináší exkluzivní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi branže, přináší obsahovou inspiraci a současně představuje otevřenou platformu pro kritickou diskuzi.
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STOPNUTÉ KAMPANĚA ZMĚNY MEDIAMIXUVětšina zadavatelů měnírozložení media typů.Něteří začali škrtatve svých rozpočtech.str. 13–15STREAMING A VIDEOVERSUS TELEVIZEKrize je velkou příležitostípro streamovací služby.Do onlinu míří ilmovádistribuce.str. 16–17V DIGITÁLU MÁMECO DOHÁNĚTTOMÁŠŘEHOŘ1330. března 202099 Kč / 4,90 €www.reklama-centrum.cz/TIPbez DPHTIPLOGOStrana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420EXTRAPROSTORYPRO AKCEVÝKONNOSTNÍMARKETINGJe stále nákladnější.Jak ho uchopit, aby bylopravdu výkonnýa rmám se vyplatil?PODLE KÁVY POZNÁŠČECHA?Projekt Atlas Čechů nabízípohledy na životní stylzdejší populace. Zjistěte,kdo pije jakou kávu.HODNOCENÍPRODEJEN DIYExperti na retailse tentokrát zaměřilina prodejny zbožípro zahradu a dům.KREATIVNÍVÝCHODJANBINAR42–4321. října 201999 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 KčEXTRAPROSTORYPRO AKCEVÝKONNOSTNÍMARKETINGJe stále nákladnější.Jak ho uchopit, aby bylopravdu výkonnýa rmám se vyplatil?PODLE KÁVY POZNÁŠČECHA?Projekt Atlas Čechů nabízípohledy na životní stylzdejší populace. Zjistěte,kdo pije jakou kávu.HODNOCENÍPRODEJEN DIYExperti na retailse tentokrát zaměřilina prodejny zbožípro zahradu a dům.KREATIVNÍVÝCHODJANBINAR42–4321.října201999Kč/4,90 €ušetřete až14 000 Kčušetřete až34 000 KčKREATIVNÍVÝCHODJANBINARPředplaťte siMarketing & Mediatištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital + onlinearchiv + vstup Forum Media FocusMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum Media + vstupForum Media Focusa získejte vstup na všechnyakce z cyklu Forum MediaStrana 3
Plné dopady nynějšího šoku doekonomiky se projeví až se zpož-děním pár měsíců. To, že zdalekane ve všech případech se podaříipřes vládní stimuly apodporuzachovat řadu rem apracovníchmíst zejména vgastronomii nebohotelovém byznysu acestovnímruchu obecně, je jisté.Jednoduchým návodem, jakmůže prakticky kdokoli znáspomoci drobným živnostníkůmamalým rmám, které ikrátkývýpadek vřádu pár měsíců (týd-nů) zásadně ohrozí, je možnostpředplatit si jejich služby/produktvbudoucnu. Třeba uholiče, nebosi dopředu otevřít účet voblíbe-ném baru, zajít si pro oběd dokrabičky od známého, který márestauraci, nebo jej objednat,pokud zvládl rychle zajistit roz-vozy. Za pár týdnů totiž už takynemusí fungovat. Akaždá drobnávýpomoc pomůže, nájmy se musíplatit, ikdyž itady je hezké, žeslýchám případy, kdy je nájemciprostor dočasně snižují. Chápou,že dočasně méně nyní může býtvdlouhodobém horizontu provšechny zúčastněné více.Vtomto čísle jsme se podívalina to, jak aktuální omezení (ne)ukázala připravenost rem nafungování vdigitálním světěajakých změn se dočkáme poodeznění krize. Podle MartinaSorrella, zakladatele S4 Capitalabývalého šéfa WPP, koronavirus„urychlí digitální revoluci“. Řadarem bude nucena věnovat sejiným než tradičním prodejnímkanálům, aby byla vůbec schopnádál fungovat, protože spotřebitel-ské návyky se změní.Vrámci ankety jsme oslovilitaké zástupce předních zadava-telů sotázkou, jak se současnásituace podepisuje na jejichmarketingových rozpočtechazastavených kampaních. Vývojudálostí kolem pandemie taképřikoval vnebývalé míře divákyktelevizním obrazovkám.Aco je důležité, rekordy vesledovanosti trhá předevšímzpravodajský obsah, což je jedinědobře. Ikdyž výraznou šancisdiváky trávícími čas doma cítíistreamingové platformy.Natáčení řady seriálů almůbylo také pozastaveno ahledají sedistribuční cesty vrámci onlinu.Zásadní dopad má situace inaveletrhy avýstavy, jen za březenbylo vEvropě zrušeno šest stovekakcí.Přeji hezké čtení vnelehkýchčasech.Pavel HejkrlíkredaktorPředplaťte siholiče nebo bar03EDITORIALMéně než jeden z deseti spotřebitelů si myslí, že by značky v sou-časné krizi měly stopnout své kampaně. Vyplývá to z globálníhovýzkumu společnosti Kantar mezi 35 tisíci respondenty.Číslo týdneJen 8 %DIGITÁLNÍ TRANSFORMACEDIGITÁLNÍ ČESKO JE ZATÍMSTÁLE ZBOŽNÉ PŘÁNÍChybějící IT řešení na straně státunahrazují iniciativy ze soukromésféry, říká Tomáš Řehoř zPipedrive.str. 10–11STARTUPOVÉ PROJEKTYČESKÉ STARTUPY PROKÁZALY,ŽE UMĚJÍ REAGOVAT HNEDSnaží se nabourávat zažité tržnípořádky. Ajde jim to více než dobře.Konají irozhodují se velmi rychle.str. 8 –9REKLAMAZADAVATELÉ HLÁSÍ ZMĚNYV KAMPANÍCH I ROZPOČTECHOslovili jsme zadavatele zrůznýchoblastí, abychom zjistili, co se nyníděje sjejich marketingovými výdaji.str. 13 –15VÝSTAVNICTVÍNA VELETRH ONLINEVýstavnictví řeší existenčníproblémy, na krizi se snaží reagovatpřesunem do virtuálna. Výstavní halynabízí ijako nemocnice.str. 19DIGITÁLNÍ TRANSFORMACETEĎ UŽ SE DIGITÁLNÍREVOLUCE NEDÁ ZASTAVITTo, co řada rem dlouhou dobuodkládala, se nyní stává zřejmějediným dobrým řešením.str. 6 –19TFoto na titulní straně: VOJTĚCH RESLERStrana 4
Cestovní ruchna kolenouUž 55 aerolinek po celém světěvlivem pandemie koronaviruzcela zastavilo své operace anadněkterými znich budou za chvílikroužit bankroty. Nedobrouimage mají také zejména výletnílodě, na nichž se koronavirusetrémně dobře šířil, postihloto celkem 21 znich. Celá řadatěchto rem také adekvátně tétotíživé situaci hledá úspory, ke sedá. Velmi výrazně se to projevíivmarketingových nákladech,které budou osekány na dřeň.Kromě pohostinství, kde užprvní lidé zoboru začínají vli-vem uzavření restaurací prožívatvýpovědi acesty na Úřad práce,se krize dotýká také hotelové-ho byznysu. Drahé hotely jsoubez klientely, prodeje zájezdůaletenek zamrzly prakticky nanule. Pokud se ještě prodloužívhorizontu pár měsíců, budeto opravdová katastrofa. Podlehoteliéra aprezidenta Fóra ces-tovního ruchu ČR Viliama Sivekato tvrdě pocítí jejich dodavatelé.Cestovní ruch zaměstnává 240tisíc lidí– cateringové rmy, prá-delny, řezníky, ti všichni pocítípropad.Je také zajímavé, jak najednoukaranténími opatřeními vyrostlyjako mávnutím kouzelnéhoproutku nabídky levnějších pro-nájmů luxusně vybavených bytůvPraze 1 apodobných lukrativ-ních adresách.Z temné stranyk JediůmStrategická simulační hraPlague Inc., jejímž sloganembylo „Zvládnete nakazit svět?“,změnila vreakci na probíhajícípandemii zcela formát. Úkolemhráčů totiž už není vytvořitsmrtící virus azahubit jím celélidstvo, ale naopak zkusit jejvnovém herním módu zachrá-nit. „Hráči budou muset zvládatomezovat postup viru, zlepšovatSvodkaPrabos, český výrobceobuvi, spouští aplikaci, díkykteré lze objednat obuv na míruonline. Výrobce volnočasovýchbot Prabos ze Slavičína uZlínaspustil aplikaci, jejíž technologiedokáže pomocí několika foto-graí vytvořit model nohy, nazákladě kterého zákazníkovi do-poručí velikost bot avbudoucnuje iušije na míru. Vývoj aplikacestál přibližně milion korun.Mobilní Rozhlaszdarma podpoří informovanostČechů vdobě nouzového stavu.Samosprávy měst aobcí mohouvsouvislosti snouzovým stavemna neomezenou dobu zdarmavyužít službu Mobilní Rozhlas.Pomůže jim lépe arychlejiinformovat seniory napříkladozměnách nákupní doby vob-chodech či onových opatřeních.Služba může usnadnit iorganiza-ci dobrovolníků.Air Bank snížila věkovouhranici pro založení disponenta.Nově tak mohou vbance využívatběžný účet nebo platit kartouiděti od 10 let. Běžný účet si můževAir Bank založit klient od 15 let.Banka nově umožňuje, aby maji-tel účtu přidal jako disponenta kesvému účtu isvé desetileté dítě.Podmínkou je, aby majitel účtubyl zákonný zástupce dítěte aabydítě vlastnilo dětský občanskýprůkaz. Sjednání disponenta jemožné také online.Nike prostřednictvím svénejnovější kampaně vyzývásportovce ktomu, aby sportovalidoma, sloganem „Hrajte za svět“acvičte doma vizolaci.Pipedrive, který přinášíobchodníkům efektivní CRMplatformu, poskytl svou aplikacivrámci projektu bojujícímu protinákaze. Je jím nově spuštěný webpro nabídky ahledání pomociVÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIASvět podle MAMUnilever rozdává, cestovní ruchna kolenou azhubitele spasitelemSvětoznáméznačky měníloga. Většírozestupypísmen kvůlipotřebě držet siodstup zvolilaCoca-Cola,vMcDonald’sho rovnourozpůlili.Zdroj: BLITZYOUTUBE04ZPRÁVYStrana 5
Spojujeme Česko, jehož formulá-ře jsou na Pipedrive napojené. Po-máhá také technologie call centramluvii, která díky úzké integracido Pipedrive umí sjednotit ihla-sovou komunikaci apřiřadit ji kesprávným kontaktům. Sautoma-tizací procesů, která ušetří čas,pomáhá Integromat. Partneryprojektu jsou kromě zmiňova-ných také Nula advisory aDává-me.cz, kteří poskytli zaměstnan-ce knastavení řešení aproškoleníuživatelů.H & M chce zásobovatnemocnice azdravotnickázařízení po celém světě. H & Mnyní zkoumá svůj dodavatelskýřetězec alogistickou kapacitu,aby posoudila, jak může pomociběhem epidemie.StartupJobs.cz spus-tilo už třetí projekt na pomoclidem zasaženým koronavirem.Startupům, které se vdůsledkupandemie musí uchýlit kpropou-štění často velice kvalitních za-městnanců, nabízí možnost najítjim okamžitě nové uplatnění. Povyplnění jednoduchého dotaz-níku ozaměstnanci, StartupJobssamo co nejdříve vyhledá tynejvhodnější pozice na míru pra-covníkovi, ato imimo samotnýportál, napříč českým pracovnímtrhem. Stále platí, že jakákolivrma může také využít projekt nasdílení zaměstnanců, který mávtuto chvíli již 21 propojení apřes40 poptávek.Twitter sice za prvníčtvrtletí 2020 kvůli pandemiizaznamenal nárůst uživatelůo23procent, zadavatelé reklamyse oproti původním odhadůmdrží zpátky ado reklamy inves-tují o20 procent méně. Denněpoužívá Twitter 164 milionůuživatelů. Předpokládané příjmyza první čtvrtletí byly mezi825a885milio ny dolarů.BigBoard spustila celore-publikovou informační kampaň„Buď ohleduplný“. Na stovkáchreklamních ploch po celé zemijsou uvedeny rady, jak se conejúčinněji chránit před nákazouCovid-19, kdispozici jsou idůleži-té kontakty, například na nonstopinfolinku Státního zdravotníhoústavu či ministerstva zdravot-nictví. Kampaň skupina BigBoardspustila kompletně na vlastnínáklady. Jejím cílem je poskyt-nout obyvatelům České republikydůležité informace adoporučení,která pomáhají omezit šířeníkoronaviru.“zdravotnictví avypořádávatse isreálnými problémy typukarantény obyvatel či zavíráníveřejných institucí,“ uvedlavprohlášení rma. Uvidí se, jakna změnu zareagují hráči.Vminulém týdnu byla Plaguedruhou nejpopulárnější place-nou hrou vApple Store. Vydánapřitom byla už vroce 2012 spo-lečností Ndemic Creations aodté doby si ji na několika mobil-ních platformách stáhlo na 130milionů hráčů. Letos na začátkubřezna její popularita dosáhlavrcholu ajak se situace stávalavážnější, čínské úřady ji dokoncedočasně zakázaly vApple Store.Populární (apro vyšší ob-tížnost) skutečně nelehká hravšak třeba ipodle americkéhoCentra pro kontrolu aprevencinemocí měla ivzdělávací funkci,protože pomohla informovat širšíveřejnost otom, jak viry fungujíapůsobí.Tvůrci hry podle prohláše-ní spolupracují se světovýmizdravotnickými organizacemiahledají cesty, jak nejlépe pod-pořit úsilí oomezení akontroluonemocnění COVID19. Navíc naboj proti němu věnovali sumu250tisíc dolarů.Drahá stopkapro filmařePodle zástupců Asociace produ-centů vaudiovizi (APA), kterásdružuje více než 100 produ-centských aprodukčních rem,se odsunuté lmové premiéry,pozastavená natáčení lmů,dokumentů iseriálů projeví veztrátách vřádech stovek milionůkorun. Stojí natáčení českých pro-jektů doma ivzahraničí, situacezasáhla izahraniční zakázky.Vdobě zavedení opatření protišíření koronaviru vznikaly na na-šem území lmové projekty zVel-ké Británie, Německa, Dánska,USA, které se natáčely pro Netix,Columbia Pictures, Warner Bros.,ZDF, BBC, Amazon, Sony Picturesči studio Disney (více včlánku nastranách 16 a17).„Uřady zahraničních projektůse už nyní ví, že budou zrušeny,jiné se do České republiky na-vrátí,“ uvedla výkonná ředitelkaAPA Magdaléna Králová. Filmovépobídky poskytované Státnímfondem kinematograe vloň-ském roce do České republikypřitáhly téměř 80 zahraničníchlmů aseriálů, které přinesly dočeské ekonomiky investice ve výšidevíti miliard korun.Zavřená jsou ikina. Velké ztrá-ty se tak sčítají ina poli součas-ných distribučních titulů.Velká jména,velké činyUnilever se stal minulý týden dal-ším velkým zadavatelem vřadě,který se snaží zmírnit důsledkypandemie. Připojil se tak kespolečnostem jako jsou Diageo,LMVH nebo Coty. Unilever budestejně jako ony vyrábět adistri-buovat desinfekční prostředky,kterých je nyní na globálnímtrhu velký nedostatek, rozhodlse přispět produkty vhodnotěcelkem 100 milionů eur. Nazačátku minulého týdne ohlásiltaké světový výrobce alkoho-lických nápojů Diageo (např.Johnie Walker, Smirno, CaptainMorgan, Guinness), že výrobcůmdezinfekčních prostředků naruce dodá bezplatně dva milionylitrů 96procentního ethanolu,který primárně používá kvýroběvodky aginu. Tento dar umožnívyrobit více než osm milionů ba-lení dezinfekce. Kvýrobě adistri-buci dezinfekčních prostředků sepřipojily idalší likérky apivova-ry: Pernod Ricard, Molson Coors,Bacardi, Anheuser-Busch…Akaždý den přibývají další.Minulý týden také oznámi-la společnost Coty, že spouštívýrobu hydroalkoholických gelů,které hodlá zdarma distribuovatzdravotníkům azáchranářům.Oděvní značka Nike startuje vespolupráci suniverzitou vOrego-nu výrobu ochranných prostřed-ků pro lékaře asestry, včetněobličejových štítů pro ty, kteří sestarají oosoby nakažené virem.Masový prodejce oděvů H & Mupravuje výrobní linky, aby mohlšít oblečení pro zdravotníky,značka Crocs věnovala lékařůmasestrám 100 tisíc párů obuvi, 3Muž nyní navýšila produkci svýchN95 respirátorů na roční objem2 miliardy kusů ave spoluprácisFordem ve výrobě pokračuje.Společnost Smiths Group vyrábě-jící plicní ventilátory uvolnila svůjpatent, aby se mohli zapojit dalšívýrobci. Mezi těmi jsou napříkladRolls-Royce aMcLaren. Zdroj: APA05ZPRÁVYStrana 6
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