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.

  • Strana 1

    STOPNUTÉ KAMPANĚ
    A ZMĚNY MEDIAMIXU
    Většina zadavatelů mění
    rozložení media typů.
    Něteří začali škrtat
    ve svých rozpočtech.
    str. 13–15
    STREAMING A VIDEO
    VERSUS TELEVIZE
    Krize je velkou příležitostí
    pro streamovací služby.
    Do onlinu míří ilmo
    distribuce.
    str. 16–17
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    LOGO
  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
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    a rmám se vyplatil?
    PODLE KÁVY POZNÁŠ
    ČECHA?
    Projekt Atlas Čechů nabízí
    pohledy na životní styl
    zdejší populace. Zjistěte,
    kdo pije jakou kávu.
    HODNOCENÍ
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    Experti na retail
    se tentokrát zaměřili
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  • Strana 3

    Plné dopady nynějšího šoku do
    ekonomiky se projeví až se zpož-
    děním pár měsíců. To, že zdaleka
    ne ve všech případech se podaří
    ipřes vládní stimuly apodporu
    zachovat řadu rem apracovních
    st zejména vgastronomii nebo
    hotelovém byznysu acestovm
    ruchu obecně, je jisté.
    Jednoducm návodem, jak
    může prakticky kdokoli zs
    pomoci drobným živnostním
    amam rm, které ikrátký
    výpadek vřádu pár měsíců (týd-
    nů) zásadně ohrozí, je možnost
    předplatit si jejich služby/produkt
    vbudoucnu. Třeba uholiče, nebo
    si dopředu otevřít účet voblíbe-
    ném baru, zajít si pro oběd do
    krabičky od zmého, který má
    restauraci, nebo jej objednat,
    pokud zvládl rychle zajistit roz-
    vozy. Za pár týdnů totiž už taky
    nemusí fungovat. Akdá drobná
    výpomoc pomůže, nájmy se mu
    platit, ikdyž itady je hezké, že
    slýchám případy, kdy je nájemci
    prostor dočasně snižují. Chápou,
    že dočasně méně nyní může být
    vdlouhodobém horizontu pro
    echny zúčastněné více.
    Vtomto čísle jsme se povali
    na to, jak aktlní omezení (ne)
    ukázala připravenost rem na
    fungování vdigitálním světě
    ajakých změn se dočme po
    odezní krize. Podle Martina
    Sorrella, zakladatele S4 Capital
    avalého šéfa WPP, koronavirus
    „urychlí digitální revoluci“. Řada
    rem bude nucena věnovat se
    jiným než tradičním prodejním
    kanálům, aby byla vůbec schopná
    l fungovat, protože spotřebitel-
    ské návyky se změní.
    Vmci ankety jsme oslovili
    také zástupce předních zadava-
    telů sotázkou, jak se současná
    situace podepisuje na jejich
    marketingových rozpočtech
    azastavených kampaních. Vývoj
    událostí kolem pandemie také
    ikoval vnebývalé míře diky
    ktelevizm obrazovkám.
    Aco je důležité, rekordy ve
    sledovanosti trhá především
    zpravodajský obsah, což je jedině
    dobře. Ikdyž výraznou šanci
    sdiky trávícími čas doma cítí
    istreamingové platformy.
    Natáčení řady serlů al
    bylo také pozastaveno ahledají se
    distribuční cesty vrámci onlinu.
    sadní dopad má situace ina
    veletrhy avýstavy, jen za březen
    bylo vEvropě zrušeno šest stovek
    akcí.
    Přeji hezké čtení vnelehkých
    časech.
    Pavel Hejkrlík
    redaktor
    Předplte si
    holiče nebo bar
    03
    EDITORIAL
    Méně než jeden z deseti spotřebitelů si myslí, že by značky v sou-
    časné krizi měly stopnout své kampaně. Vyplývá to z globálního
    výzkumu společnosti Kantar mezi 35 tisíci respondenty.
    Číslo týdne
    Jen 8 %
    DIGITÁLNÍ TRANSFORMACE
    DIGITÁLNÍ ČESKO JE ZATÍM
    STÁLE ZBOŽNÉ PŘÁNÍ
    Chybějící IT řešení na straně státu
    nahrazují iniciativy ze soukromé
    sféry, říká Tomáš Řehoř zPipedrive.
    str. 10–11
    STARTUPOVÉ PROJEKTY
    ČESKÉ STARTUPY PROKÁZALY,
    ŽE UMĚJÍ REAGOVAT HNED
    Snaží se nabourávat zažité tržní
    pořádky. Ajde jim to více než dobře.
    Konají irozhodují se velmi rychle.
    str. 8 –9
    REKLAMA
    ZADAVATELÉ HLÁSÍ ZMĚNY
    V KAMPANÍCH I ROZPOČTECH
    Oslovili jsme zadavatele zrůzných
    oblastí, abychom zjistili, co se nyní
    děje sjejich marketingovými výdaji.
    str. 13 –15
    VÝSTAVNICTVÍ
    NA VELETRH ONLINE
    Výstavnictví řeší existenč
    problémy, na krizi se snaží reagovat
    přesunem do virtuálna. Výstavní haly
    nabízí ijako nemocnice.
    str. 19
    DIGITÁLNÍ TRANSFORMACE
    TEĎ UŽ SE DIGITÁLNÍ
    REVOLUCE NEDÁ ZASTAVIT
    To, co řada rem dlouhou dobu
    odkládala, se nyní stává zřejmě
    jediným dobrým řešením.
    str. 6 –19
    T
    Foto na titulní straně: VOJTĚCH RESLER
  • Strana 4

    Cestovní ruch
    na kolenou
    Už 55 aerolinek po celém světě
    vlivem pandemie koronaviru
    zcela zastavilo své operace anad
    některými znich budou za chvíli
    kroužit bankroty. Nedobrou
    image mají také zejména výlet
    lodě, na nichž se koronavirus
    etrémně dobře šířil, postihlo
    to celkem 21 znich. Celá řada
    těchto rem také adekvátně této
    živé situaci hledá úspory, ke se
    dá. Velmi výrazně se to projeví
    ivmarketingových nákladech,
    které budou osekány na dřeň.
    Kromě pohostinství, kde už
    první lidé zoboru začínají vli-
    vem uzavření restaurací prožívat
    výpovědi acesty na Úřad práce,
    se krize dotýká také hotelové-
    ho byznysu. Drahé hotely jsou
    bez klientely, prodeje zájezdů
    aletenek zamrzly prakticky na
    nule. Pokud se ještě prodlouží
    vhorizontu pár měsíců, bude
    to opravdová katastrofa. Podle
    hoteliéra aprezidenta Fóra ces-
    tovho ruchu ČR Viliama Siveka
    to tvrdě pocítí jejich dodavatelé.
    Cestovní ruch zastnává 240
    tisíc lidí– cateringové rmy, prá-
    delny, řezníky, ti všichni po
    propad.
    Je také zajímavé, jak najednou
    karanténími opatřeními vyrostly
    jako mávnutím kouzelného
    proutku nabídky levnějších pro-
    nájmů luxusně vybavených bytů
    vPraze 1 apodobných lukrativ-
    ních adresách.
    Z temné strany
    k Jediům
    Strategická simulační hra
    Plague Inc., jejímž sloganem
    bylo „Zvládnete nakazit svět?“,
    změnila vreakci na probíhající
    pandemii zcela formát. Úkolem
    hráčů totiž už není vytvořit
    smrtící virus azahubit jím celé
    lidstvo, ale naopak zkusit jej
    vnovém herm módu zachrá-
    nit. „Hráči budou muset zvládat
    omezovat postup viru, zlepšovat
    Svodka
    Prabos, český výrobce
    obuvi, spouští aplikaci, díky
    které lze objednat obuv na míru
    online. Výrobce volnočasových
    bot Prabos ze Slavičína uZlína
    spustil aplikaci, jejíž technologie
    dokáže pomocí několika foto-
    graí vytvořit model nohy, na
    kladě kterého zákazníkovi do-
    porí velikost bot avbudoucnu
    je iije na míru. Vývoj aplikace
    stál přibližně milion korun.
    Mobilní Rozhlas
    zdarma podpoří informovanost
    Čechů vdobě nouzového stavu.
    Samosprávy měst aobcí mohou
    vsouvislosti snouzovým stavem
    na neomezenou dobu zdarma
    využít službu Mobilní Rozhlas.
    Pomůže jim lépe arychleji
    informovat seniory například
    ozměnách nákupní doby vob-
    chodech či onových opatřeních.
    Služba může usnadnit iorganiza-
    ci dobrovolníků.
    Air Bank sžila věkovou
    hranici pro založení disponenta.
    Nově tak mohou vbance využívat
    žný účet nebo platit kartou
    iděti od 10 let. Běžný účet si může
    vAir Bank založit klient od 15 let.
    Banka nově umožňuje, aby maji-
    tel účtu přidal jako disponenta ke
    svému účtu isvé desetileté dítě.
    Podnkou je, aby majitel účtu
    byl zákonný zástupce dítěte aaby
    dítě vlastnilo dětský občanský
    průkaz. Sjednání disponenta je
    možné také online.
    Nike prostřednictvím své
    nejnovější kampaně vyzývá
    sportovce ktomu, aby sportovali
    doma, sloganem „Hrajte za svět“
    acvte doma vizolaci.
    Pipedrive, který přiší
    obchodníkům efektivní CRM
    platformu, poskytl svou aplikaci
    vmci projektu bojujícímu proti
    kaze. Je jím nově spuštěný web
    pro nabídky ahledání pomoci
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Svět podle MAM
    Unilever rozdává, cestovní ruch
    na kolenou azhubitele spasitelem
    Stozná
    znky mění
    loga. Větší
    rozestupy
    smen kvůli
    potřebě držet si
    odstup zvolila
    Coca-Cola,
    vMcDonalds
    ho rovnou
    rozpůlili.
    Zdroj: BLITZYOUTUBE
    04
    ZPRÁVY
  • Strana 5

    Spojujeme Česko, jehož formulá-
    ře jsou na Pipedrive napojené. Po-
    há také technologie call centra
    mluvii, která díky úzké integraci
    do Pipedrive umí sjednotit ihla-
    sovou komunikaci aadit ji ke
    správm kontaktům. Sautoma-
    tizací procesů, která ušetří čas,
    pomáhá Integromat. Partnery
    projektu jsou kromě zmiňova-
    ných také Nula advisory aDává-
    me.cz, kteří poskytli zaměstnan-
    ce knastavení řešení aproškolení
    uživatelů.
    H & M chce zásobovat
    nemocnice azdravotnická
    zařízení po celém světě. H & M
    nyní zkoumá svůj dodavatelský
    řetězec alogistickou kapacitu,
    aby posoudila, jak může pomoci
    během epidemie.
    StartupJobs.cz spus-
    tilo už třetí projekt na pomoc
    lidem zasaženým koronavirem.
    Startupům, které se vsledku
    pandemie musí uchýlit kpropou-
    štění často velice kvalitních za-
    městnanců, nabízí možnost najít
    jim okamžitě nové uplatnění. Po
    vyplnění jednoduchého dotaz-
    ku ozastnanci, StartupJobs
    samo co nejdříve vyhledá ty
    nejvhodnější pozice na míru pra-
    covkovi, ato imimo samot
    portál, napříč českým pracovm
    trhem. Stále platí, že jakoliv
    rma může také využít projekt na
    sdílení zaměstnanců, který má
    vtuto chvíli již 21 propojení apřes
    40 poptávek.
    Twitter sice za prv
    čtvrtletí 2020 kvůli pandemii
    zaznamenal nárůst uživatelů
    o23procent, zadavatelé reklamy
    se oproti původním odhadům
    drží zpátky ado reklamy inves-
    tují o20 procent méně. Den
    používá Twitter 164 milionů
    ivatelů. Předpokládané příjmy
    za první čtvrtletí byly mezi
    825a885milio ny dolarů.
    BigBoard spustila celore-
    publikovou informační kampaň
    „Buď ohledupl. Na stovkách
    reklamch ploch po celé zemi
    jsou uvedeny rady, jak se co
    nejúčinněji chránit před nákazou
    Covid-19, kdispozici jsou ileži-
    té kontakty, například na nonstop
    infolinku Státního zdravotního
    ústavu či ministerstva zdravot-
    nictví. Kampaň skupina BigBoard
    spustila kompletně na vlastní
    klady. Jejím cílem je poskyt-
    nout obyvatelům České republiky
    důlité informace adoporučení,
    která pomáhají omezit šíře
    koronaviru.
    zdravotnictví avypořádávat
    se isreálmi problémy typu
    karantény obyvatel či zavírání
    veřejných institu,“ uvedla
    vprohlášení rma. Uvidí se, jak
    na změnu zareagují hráči.
    Vminulém týdnu byla Plague
    druhou nejpopurnější place-
    nou hrou vApple Store. Vydána
    itom byla už vroce 2012 spo-
    lečností Ndemic Creations aod
    té doby si ji na několika mobil-
    ních platformách stáhlo na 130
    milionů hráčů. Letos na začátku
    března její popularita dosáhla
    vrcholu ajak se situace stávala
    žnější, čínské úřady ji dokonce
    dočasně zakázaly vApple Store.
    Populární (apro vší ob-
    žnost) skutečně nelehká hra
    ak třeba ipodle amerického
    Centra pro kontrolu aprevenci
    nemocí měla ivzdělávací funkci,
    protože pomohla informovat širší
    veřejnost otom, jak viry fungují
    apůsobí.
    Tvůrci hry podle prohláše-
    ní spolupracují se světovými
    zdravotnickými organizacemi
    ahledají cesty, jak nejlépe pod-
    pořit úsilí oomezení akontrolu
    onemocnění COVID19. Navíc na
    boj proti němu věnovali sumu
    250tisíc dolarů.
    Drahá stopka
    pro filmaře
    Podle zástupců Asociace produ-
    centů vaudiovizi (APA), která
    sdruje více než 100 produ-
    centských aprodukčních rem,
    se odsunuté lmové premiéry,
    pozastavená natáčení lmů,
    dokumentů iseriálů projeví ve
    ztrátách vřádech stovek milionů
    korun. Stojí natáčení českých pro-
    jektů doma ivzahraní, situace
    zasáhla izahraniční zakázky.
    Vdobě zavedení opatření proti
    šíření koronaviru vznikaly na na-
    šem území lmové projekty zVel-
    ké Brinie, Německa, Dánska,
    USA, které se natáčely pro Netix,
    Columbia Pictures, Warner Bros.,
    ZDF, BBC, Amazon, Sony Pictures
    či studio Disney (více včnku na
    stranách 16 a17).
    „Uřady zahraničních projektů
    se už nyní ví, že budou zrušeny,
    jiné se do České republiky na-
    vrátí,“ uvedla výkonná ředitelka
    APA Magdaléna Králová. Filmové
    pobídky poskytované Státním
    fondem kinematograe vloň-
    ském roce do České republiky
    přitáhly téměř 80 zahraničních
    lmů aseriálů, které přinesly do
    české ekonomiky investice ve výši
    devíti miliard korun.
    Zavřená jsou ikina. Velké ztrá-
    ty se tak sčítají ina poli součas-
    ných distribučních titulů.
    Velká jména,
    vel činy
    Unilever se stal minulý týden dal-
    ším velkým zadavatelem vřadě,
    který se snaží zmírnit důsledky
    pandemie. Připojil se tak ke
    společnostem jako jsou Diageo,
    LMVH nebo Coty. Unilever bude
    stejně jako ony vybět adistri-
    buovat desinfekční prostředky,
    kterých je nyní na globálním
    trhu velký nedostatek, rozhodl
    se přispět produkty vhodnotě
    celkem 100 milionů eur. Na
    začátku minulého týdne ohsil
    také světový výrobce alkoho-
    lických nápojů Diageo (např.
    Johnie Walker, Smirno, Captain
    Morgan, Guinness), že výrobcům
    dezinfekčních prostředků na
    ruce dodá bezplatně dva miliony
    litrů 96procentního ethanolu,
    který primárně používá kvýrobě
    vodky aginu. Tento dar umož
    vyrobit více než osm milionů ba-
    lení dezinfekce. Kvýrobě adistri-
    buci dezinfekčních prostředků se
    ipojily idalší likérky apivova-
    ry: Pernod Ricard, Molson Coors,
    Bacardi, Anheuser-Busch…
    Akaždý den přibývají další.
    Minulý týden také ozmi-
    la společnost Coty, že spouš
    výrobu hydroalkoholických gelů,
    které hodlá zdarma distribuovat
    zdravotkům azáchrařům.
    Oděvní značka Nike startuje ve
    spolupráci suniverzitou vOrego-
    nu výrobu ochranných prostřed-
    ků pro lékaře asestry, včet
    obličejových štů pro ty, kteří se
    starají oosoby nakené virem.
    Masový prodejce oděvů H & M
    upravuje výrobní linky, aby mohl
    šít oblečení pro zdravotníky,
    značka Crocs věnovala lékařům
    asestm 100 tisíc párů obuvi, 3M
    už nyní navýšila produkci svých
    N95 respirátorů na roční objem
    2 miliardy kusů ave spolupráci
    sFordem ve výrobě pokruje.
    Společnost Smiths Group vyrábě-
    jící plicní ventilátory uvolnila svůj
    patent, aby se mohli zapojit další
    výrobci. Mezi těmi jsou například
    Rolls-Royce aMcLaren. 
    Zdroj: APA
    05
    ZPRÁVY
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