Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
30/2023
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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Ženský fotbal:despekt mizí, značkycítí obří příležitost.30Strana 2
CEZ-HR(motiv-I-louka+venkov+mesto)_210x280_M&M.indd 2CEZ-HR(motiv-I-louka+venkov+mesto)_210x280_M&M.indd 2 03.05.2023 13:0203.05.2023 13:02Strana 3
Proč by měly značky dávat peníze do sportu,který je v Česku minoritní zábavou? Protožeskýtá obrovský potenciál k růstu.Online reklama nejdřív marketingu uškodila,nyní s lepším měřením pomáhá růstu, ukázalLes Binet na Cannes Lions.Americký pivovar pro mistrovství světave fotbalu žen oživuje virální projekt#BringHomeTheBud.Chceme být největší mediální skupinou, říkáMarek Singer, generální ředitel TV Prima.Správně navržené věrnostní programy budujívztahy se zákazníky aposilují pozici značky.Co vše bychom měli v životě značky měřit?Nejdůležitější metriky popisuje další dílBehavio Podcastu.Maskot nemá být jen doplněk, ale přinášetuživatelům i něco navíc, říká Marek Řípa,senior brand & media manažer Seznam.cz.Není to dávno, co proti našemu týmu ve fotbalovéHanspaulské lize nastoupila vmužském týmujedna dívka. Smíčem to uměla jak nás šest dohro-mady, což nám ovšem nebránilo vrádoby vtip-ných průpovídkách na její adresu. Nic sprostého,ani zlého, ale zpocenému chlápkovi to, na rozdílod nějakého toho hrubšího slova, neřeknete.„Ateď si představte, že tohle poslouchá každýtýden,“ pronesl během zápasu jeden zmých spo-luhráčů. Byl to moment, kdy jsme se všichni chytliza rypák adalší komentáře přidali až po zápase.Byla to slova uznání, protože hrála skvěle.Hlavní téma je tentokrát věnované právě žen-skému fotbalu. Uskalních fanoušků to nemá lehké,protože když už odhodí předsudky vůči tomu, žeiženy umí kopat do míče, málo kdy se ubrání pří-mému srovnání hry, která je samozřejmě odlišná.Ito je však důvod, proč do hlediště přicházejínové skupiny fanoušků, pro které je často nepřija-telný zase mužský fotbal. Ato je šance pro kluby,fotbalové asociace ahlavně značky, jak zrostoucípopularity „žen vofsajdu“ těžit.Mnohé brandy si vkomunikaci pro menšívýtlak fotbalistek stále pomáhají známějšími muž-skými koley. Je to paradoxně případ itrendujícíkampaně francouzského operátora Orange, kterámá rozdíly mezi oběma světy stírat. Jenže skuteč-ně to dělá, když vúvodní části na minutu pomocítechniky „ukradne“ hráčkám tváře anasadí jimhlavy hvězd mužské reprezentace Mbappého,Griezmanna či Comana? Aopravdu se musí vespotu Adidasu kprávě probíhajícímu mistrovstvísvěta žen mihnout Messi iBeckham?Odpověď zřejmě najdeme včíslech avtomto-čísle snad najdete odpověď na to, proč by se tojednou mohlo změnit.Petr ŽaloudekredaktorBez mužů to vefotbale nejde. Fakt?MARKETING & MEDIAStrana 4
vinci-construction.czVCCS_inz_210x99_MAM_obecny.indd 2VCCS_inz_210x99_MAM_obecny.indd 2 20.07.2023 16:1120.07.2023 16:11 zaplatí téměř64milionů korun pokuty,kterou jí uložil ÚOHS, protožemezi lety 2015 a2021 určovalaodběratelům minimální malo-obchodní ceny. začala vydávat digitálníměsíčník eMag. Je distri-buován zdarma, primárněodběratelům newsletterůodborných aprémiovýchtitulů zportfolia A11. spustil po úspěš-ném pilotním projektu veVelké Británii své nové webo-vé stránky ivČeské republice.Má širší nabídku produktů,možnost přihlášení či sledová-ní dostupnosti výrobků. již počtvrté oslavíMezinárodní den call center,který je 24.7., sodkazem najejich nepřetžitý provoz. Star-tuje též přihlášky do soutěžeCzech Contact Center Award.Uzávěrka přihlášek je 22.září. získala jakojedna ze sedmi společnostína světě partnerství GoldCertied Partner splatformouzákaznických dat BloomreachEngagement (dříve Econea).pořádá osmý ročník kurzu promezinárodní ičeské studentyžurnalistiky Journey: Journa-lism Bootcamp. Proběhne od5.do 15.srpna.upříležitosti 150.výro-čí džínů 501 spustil kampaňsosobnostmi, které reprezen-tují čtyři typy české popkul-tury. Zapojili se DJ NobodyLis-ten, hudebnice AnnetX, skaterDavid Luu, inuencerka ŠárkaŠvastalová. na jedenácti prodej-nách instaluje fotovoltaickésystémy se společností Green-buddies. Úspory energiezveřejné sítě díky tomu nakaždé dosáhnou 40 procent. The Kellner FamilyFoundation loni rozdělila daryvrekordní výši 159 milionůkorun, především projektůmna podporu vzdělávání. Google testujenástroj, kterývyužívá AI k psanízpráv, a už honabízí vydavatelům.Technologický gigantuž jednal s deníkyThe New York Times,The Washington Posta s vlastníkem deníkuThe Wall StreetJournal, společnostíNews Corp. Nástrojmá interní označeníGenesis.Sedmnáct odborníků naměření kampaní spomocíekonometrických aMMMmodelů, včele sLesemBinetem zadam & eveDDB,Grace Kite zMagic Num-bers aLouise Cook zHol-mes & Cook, sepsaliotevřený dopis zadavatelům.Varují před automatizova-nými platformami pro MMMměření spomocí AI, kteréjsou nabízeny jako levnéarychlé řešení problémůshodnocením podle atribu-ce akončících cookies.„Algoritmy automatizova-ných systémů jsou podstatnějednodušší, než by mělybýt. Dostanete špatná číslaoefektech reklamy pokaždé,když vynecháte nějaký pro nědůležitý údaj. Aněkteré tytosystémy nepočítají dokonceani scovidem nebo cena-mi,“ píše se vdopise, na nějžupozornil WARC. Jako raduautoři doporučují: „Přistu-pujte ktomu jako kvýběrunové kuchyně— poptejte se nadoporučení, získejte alespoňtři nabídky anebuďte přílišdůvěřiví.“ (Více na mam.cz.)Česká tenistka MarkétaVondroušová, která se posenzačním úspěchu stalašampionkou Wimbledonu,je novou tváří Footshopu prodlouhodobý projekt vlastníznačky ponožek SneakerSocks, stejně jako profesionál-ní skateboardista ayoutuberDavid Luu.Ponožky mají umožňovatrůzné kombinace aladitkteniskám, vprvní kolek-ci Vans Knu Skool, AdidasSamba, Adidas Gazelle, NikeAir Max 1 aNike Air Force 1.Další řadu plánuje Footshopuvést na podzim. „Mám obec-ně hrozně ráda ‚sneakers‘aktomu ty ponožky jsou.Těším se, jak to budu nosit,“uvedla Vondroušová vroz-hovoru pro blog Footshopuzačátkem července, tedy ještěpřed fenomenální výhrou.Markéta Vondroušovámá další partnerství,slovenský Orange novouagenturu aSwappi spotod Cristovaa.Strana 5
vinci-construction.czVCCS_inz_210x99_MAM_obecny.indd 2VCCS_inz_210x99_MAM_obecny.indd 2 20.07.2023 16:1120.07.2023 16:11Regionální rozvojová agentu-ra Pardubického kraje vypsalavýběrové řízení na nákupaplánování médií vpředpo-kládané hodnotě 3,86 milionukorun bez DPH srámcovousmlouvou do konce roku2026. Ve zjednodušenémpodlimitním řízení hledázajištění mediálního prosto-ru amediálních služeb propublicitu témat souvisejícíchsaktivitami vPardubickémkraji, informování veřejnostiorealizovaných aktivitáchiinovačním ekosystémukraje. Součástí jsou ianalýzykampaní, médií amonitoringsvyhodnocením kampaní.Nabídky je možné podávat do4.srpna.Finská společnost Swappie,která ivČesku prodává repa-sované iPhony, má kampaňskreativou od ambasadora,jímž je zpěvák Ben Cristovao.Cílí především na mladšípublikum, které se zajímáotémata životního prostředí.Video běží na YouTube anasociálních sítích.Ve spotu se uvádí, žekoupě repasovaného telefonupředstavuje úsporu 61,5 kilo-gramu skleníkových plynů,což představuje podobnoupomoc prostředí, jako přínosjednoho vysazeného stromuběhem deseti let. „Zjedno-dušeně lze říci, že pokudprodloužíme život telefonuodva roky, ušetříme dvě tunyemisí. Cílíme především nalidi, kterým je blízké témacirkulární ekonomiky audr-žitelnosti. Nemusejí to nutněbýt fanoušci Applu, díkyspecickému zaměření znač-ky se nám daří konvertovatiuživatele Androidu,“ uvádíSimona Sedlárová, countrymanažerka Swappie pro českýaslovenský trh.Agentura Made by Vaculik povyhraném výběrovém řízenína kreativní adigitální komu-nikaci společnosti Orangepro slovenského operátoravytvoří nový dlouhodo-bý komunikační koncept.Slovenského tendru roku seúčastnilo pět agentur, Orangepostupoval podle transpa-rentních interních pravideladoporučení férových tendrůKlubu reklamních agenturSlovenska asoučástí řízeníbylo iskicovné. Orange dosudspolupracoval sagenturouElite Monday Lovers, která povyhraném výběrovém řízenívroce 2020 po více než dvace-ti letech vystřídala agenturuWiktor Leo Burnett.Průzkum společnosti Hub-Spot, který proběhl včervnumezi 900 manažery marketin-gu, obchodu azákaznické zku-šenosti vBritánii, ukázal jejichobavy zvyužití nástrojů uměléinteligence. Zhruba 80procentznich nástroje vposlednímroce využilo ajako největšípřínos vidí zvýšení efektivity.Polovina marketingovýchmanažerů se ale obává, že AInahradí část jejich působnosti.Podobně uzákaznické zkuše-nosti jsou obavy zpropouštění(53%) aznepřesnosti nástrojů(56%). Tlak vedení remna využívání AI ke zvýšeníefektivity doplňuje to, žemanažeři nejsou zapojovánido strategických diskusí oplá-nech. Zmiňují to jak manažeřimarketingu (53%) a obchodu(55%), taki zákaznické zkuše-nosti (57%). Strana 6
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