Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
29/2021
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.
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CHATBOTY ZAVÁDÍČÍM DÁL VÍCE FIREMPovídat si s umělouinteligencí se nosí.Chatboti se využívají prokampaně i klasický servis.str. 8–11MLADÁ GENERACE NAKRYPTOMĚNY SLYŠÍNejvětší světová burzaBinance eviduje statisíceČechů a Slováků. Co načeském trhu chystá?str. 22–23NA STARÁ KOLENAVLASTNÍ AGENTURUNejen hraní nebo zpěv,celebrity rozjíždějísvlastními podnikyimarketingové rmy.str. 24–25BUDOU CHYBĚTSTOVKY LIDÍERIKAKOHOUTOVÁ2919. července 202199 Kč / 4,90 €Strana 2
Poznej rozdílTema_BR_kampan_210x280_MAM.indd 1Tema_BR_kampan_210x280_MAM.indd 1 25.06.2021 12:0725.06.2021 12:07Strana 3
Vrámci disrupce ainovací platí,že kdo se nepřizpůsobí konkuren-ci anovým trendům, zemře. Hu-dební průmysl nezměnil pouhýnástup služeb jako iTunes neboSpotify, ale fakt, že lidé prostěnechtěli platit za celá alba inter-pretů, ale za vybrané písničky.Amazon také nezničil retailerypřímo, byl to nástup nakupovánízpohodlí domova pomocí inter-netu ašpatný zákaznický servisazkušenost snakupováním.Rozvoj Airbnb přinesl lepšídostupnost pokojů anižší ceny.Totéž platí pro přepravní plat-formy typu Uber či Bolt. Kjejichakceptaci arozšíření přispělpředevším fakt, že lidé měli plnézuby okrádání taxikáři anechtělibýt svědky jejich často arogantní-ho chování.Díky službám typu Robinhoodči Revolut začali lidé běhemcovidu více investovat do akciíči kryptoměn. Některé bankyvposledních týdnech však začalypřistupovat ktomu, že platby naburzy klientům blokují. Dříveklienty upozorňovali na možnárizika, nyní platby stoply sdovět-kem o„ochraně spotřebitele“.Omezovat možnosti, jak mohoulidé nakládat svlastními pěnezi,je nebetyčná drzost. Stále se takébohužel omílá rožšířený narativ,že kryptoměny slouží kpraníšpinavých peněz. Jako kdyby senyní, především vrežii bank, ne-praly už desítky let. Soupis těchtopřípadů zbank vcelém světěby zabral stohy papírů. Ivtom-to smyslu zaujala (snad iČNB)zpráva otom, že jistý směnárníknanosil vkufrech do jedné bankyza 15let 89 miliard korun…Je zajímavé, jak zpravodajskéservery přistoupily ke zprávě, žese ipo druhé dávce očkování ně-kteří lidé opět nakazili covidem.Zatímco titulek na Novinky.czhlásal: Po dvou dávkách vakcínyse nakazilo 1800 lidí, třeba Aktu-álně.cz měli vtitulku opoznáníméně clickbaitový přepočet, žejde jen o0,06 procenta očkova-ných. Stejná zpráva, ale diame-trálně odlišné vyznění…Pavel HejkrlíkredaktorBankovnífarizejstvíInzerceEDITORIALpan na turkusowym tle.indd 6 01.07.2021 09:29:04KONVERZAČNÍ MARKETINGSTRATEGIEMLADÍ VIDÍ V KRYPTU ŠANCIChceme hlavně edukovat, popisujeplány burzy Binance Maya Bersheva.str. 22 –23ONLINE REKLAMAMARTECH RYCHLE ROSTEHledáme větší spravedlnost vdatech,říká Pavel Šíma ze startupu Roivenue.str. 17AGENTURYVLASTNÍ MARKETING CELEBRITSvou agenturu už má Ryan Reynolds,Shaquille O‘Neal či Morgan Freeman.str. 24 –25CHATBOTI JSOU V KURZUVýhody konverzačních technologiíobjevuje čím dál více značek arem.str. 8 –11Společnost Eurovia CS je partneremaktuálního vydání Marketing & MediaFoto na titulní straně: BOHUMIL POSPÍŠILStrana 4
SvodkaBolt spustí službu doručenípotravin do 15 minut. Kvybu-dování nové služby Bolt Marketvypíše pět nových pracovníchpozic od manažerů srozhodovacípravomocí až po specialisty.Aleph Holding, globálnípartner největších světovýchhráčů na poli digitálních médií,uzavřel partnerství spřednísvětovou soukromou kapitálovouspolečností CVC Capital Partners.Vrámci partnerství bude mít CVCCapital Partners Fund VIII menši-nový podíl ve společnosti Aleph.Transakce oceňuje společnost nadvě miliardy dolarů amá být uza-vřena vsrpnu 2021. Aleph působína více než 90 trzích aoslovujedvě miliardy spotřebitelů. Působíjako zprostředkovatel prodejedigitální reklamy pro přední plat-formy digitálních médií (Twitter,Facebook, LinkedIn, Snapchat,Twitch, Spotify, TikTok ad.)Kofola si na nákup onlinemédií vybrala Marketup. Agen-tura bude nakupovat digitálníprostor pro Kofolu, Rajec, Vineu,Kláštornou Kalcia adalší vČeskuina Slovensku.DPD spustí samoobslužnéboxy, které umožní iposílatbalíky. Do roku 2023 mínípokrýt celou ČR. Zásilkovna pakchce ohlídat kvalitu arychlostdoručení aSpouští vlastní službudoručení na adresu pod názvemZásilkovna domů.Křišťálová Lupa od-startovala 16. ročník. Nominovatprojekty je možné do 18.srpna.Forum Media, největšíkonference omarketingové ko-munikaci, která se koná 11.listo-padu, zveřejnila dalšího řečníka.Je jím Michael Conrad, do roku2003 dlouholetý šéf kreativyamístopředseda Leo BurnettWorl d wide, nynější presidentBerlin School of Creative Leader-ship. Vstupenky jsou kdispozicijiž nyní apředplatitelé MAMmohou využít zvýhodněných na-bídek; více na forummedia.cz.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIA„Tečka“ za prvnífází očkovacíkampaněResort zdravotnictví údajně užvpříštím týdnu oznámí podmín-ky výběru agentur pro komu-nikační koncepci amedializacidruhé fáze očkovací kampaně.Na kreativu amediální nákupje vyhraněno 50 milionů korunvčetně DPH.„Aktuálně se tím zabývajíprávníci. Přesné zadání budeznámo zkraje příští ho týdne.Je ale jasné, že bude muset dojítknějakému posunu od první fáze.Nyní budeme cílit na lidi ve střed-ním věku, tedy ina rodiče dětí,které se mohou očkovat, budeto více opřesvědčovací takticea‚call to action‘. Nebudeme užlidi přesvědčovat ohodnotě očko-vání,“ sdělil MAM Daniel Köppl,člen realizačního týmu na straněministerstva zdravotnictví.Podle něj se do výběrovéhořízení opět vroli konzultantů za-pojí Asociace mediálních agentur(ASMEA) aAsociace komunikač-ních agentur (AKA).Triad má zlatoz New YorkuKampaň Za bezpečný domov prořetězec Ikea od pražské agenturyTriad Advertising proměnilatři ze čtyř nominací vsoutěžiNew York Festivals AdvertisingAwards. Získala zlato vnové kate-gorii The G100 Inspiration Award.Vedle toho má ještě ocenění zaumístění mezi nalisty vkatego-riích Film (nejlepší využití prospolečenské dobro) aPozitivnísvětový dopad. „Mezinárodníocenění je velkou motivací pronáš tým, jenž právě společněsrežisérem Markem PartyšemaPR agenturou Adison pracují napokračování projektu,“ uvedlaspolumajitelka Triadu Petra Jan-kovičová. (Více na mam.cz)Ipsos koupilMGE DataIpsos koupil pražskou společ-nost MGE Data, která je před-ním hráčem voblasti měřenívenkovní reklamy. Akvizicí senabídka služeb obou společnostírozšíří do patnácti zemí na celémsvětě, což přispěje ke generováníúdajů osledování OOH pro téměř1,5milionu reklamních ploch.Společnosti spolupracují už odroku 2007. „Těší nás, že spojenímsMGE Data vrámci Ipsos sítě dáleposilujeme pozici českého know--how aexpertízy vcelosvětovémměřítku,“ uvedl ředitel českéhoIpsosu Jakub Malý.Svět podle MAMDalší fáze očkovací kampaně,Triad bodoval vUSA anákup IpsosuPočet Evropanů,kteří využívajíonline komerci,přesáhneletos hranici500 milionů.Hodnotatransakcí byměla dosáhnout697 miliard euranarůst o22%04ZPRÁVYStrana 5
KONFERENCEFORUM MEDIAwww.forummedia.czMarketingová událost roku 2021SVĚTOVÁ ELITA KOMUNIKACEA BYZNYSU V PRAZE11/11/2021O2 UNIVERSUM, PRAHAPartneři:Mediální partneři:Pořadateléaodborní partneři:1den / 3 scényForum Media PR Summit Effi e StageVstupenky Late Summerza skvělé ceny. Kupte hned,nejpozději do 17. září!FM_inz_lampa-konference_210x280_MAM_2.indd 1FM_inz_lampa-konference_210x280_MAM_2.indd 1 14.07.2021 19:5514.07.2021 19:55Strana 6
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