Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

39/2022

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.

  • Strana 1

    FORUM MEDIA
    ROZŠIŘUJE PROGRAM
    Na největší oborové
    konferenci vystoupí lídři
    značek, kreativy, výzkumu
    i světoví profesoři.
    str. 6–7
    JAK SE PŘIPRAVIT NA
    NASTUPUJÍCÍ RECESI
    Více než dvacet rem
    se sMAM podělilo
    orecepty na krizi azměny
    nákupního chování.
    str. 8–13
    HOŘKÝ KOKTEJL PRO
    E-COMMERCE HRÁČE
    Útraty zákazníků se tenčí.
    Sklady obchodníků jsou
    přitom plné, rostou jim
    náklady a marže klesají.
    str. 14
    PRODUKCE MUSÍ
    BÝT ZELENÁ
    DAVID
    MINKOWSKI
    39
    26. září 2022
    99 Kč / 4,90 €

  • Strana 2

  • Strana 3

    Memento spartakiád projde
    zásadní proměnou. Místo chát
    -
    rajícího strahovského stadionu
    by se mohl vrámci vize proměny
    kopec nad Prahou stát českým
    technologickým astartupovým
    hubem. Ze Strahova by tak podle
    smělých plánů mohla časem být
    obdoba kalifornského Sillicon
    Valley vmenším, českém prove
    -
    dení jako Sillicon Hill. Praha chce
    stadion společně sČVUT, která
    má naproti kampus svých kolejí
    adalšími investory, zásadně
    proměnit. Do projektu je zapojen
    například investiční fond DLTG či
    Prusa Research.
    Realizace bude určitě vzhle
    -
    dem knáročným investicím
    probíhat po etapách. Projekt
    je to bezesporu ambiciózní až
    megalomanský, ale má potenciál
    výrazně pozitivní transformač
    -
    ní proměny. Atím nemyslím
    rozhodně jen územní. Bylo by
    pro Prahu iČR velmi prospěšné,
    kdyby se postupně podařilo
    vytvořit „startupový a tech
    -
    nologický buzz” apřitáhnout
    do města nadějné zahraniční
    startupy ilidský kapitál. Aby se
    Praha proměnila v moderní hub,
    jako se to podařilo třeba Berlínu,
    Tallinu nebo Lisabonu, který je
    nyní evropským „go to“ místem
    pro kryptonadšence aprojekty
    ztéto oblasti. Podpora podob
    -
    ných projektů dává mnohem
    větší smysl, než nyní už naštěstí
    odpískaný nesmysl v podobě pro
    -
    jektu Odra-Labe-Dunaj. Prostory
    pro startupy acoworking vznikají
    vPraze například také vareálu
    bývalých Karlínských kasáren.
    Když už jsme unových prostor,
    pražská zoo, jež je nejnavštěvo
    -
    vanější atrakcí vČR, se dočkala
    nového pavilonu pro svůj hlavní
    marketingový tahák, jímž je
    skupina návštěvníky oblíbených
    goril. Stál 300 milionů korun,
    je koncipován jako výlet Kame
    -
    runem do džungle anabídne
    iumělý déšť. Tak hurá do zoo.
    Pavel Hejkrlík
    redaktor
    Ze Strahova
    Sillicon Hill
    Inzerce
    EDITORIAL
    In-store design
    a modulární
    stojany
    Eko
    Low cost
    Illuminated
    Interactive
    Jsme výrobci In-store designu a prodejních stojanů.
    Jde to lehce:
    Nastavíme fungující strategii
    Vytvoříme kreativní designový návrh
    Nízké ceny přímého výrobce
    Realizace největšího rebrandingu v ČR přinesla meziroční nárůst tržeb o 35 % (síť drogerií Teta).
    www.moris.cz
    Nárůst tržeb až
    35
    %
    ZADAVATELÉMÉDIA A TRH
    PRAHA JE PRO FILM SKVĚLÁ
    Česku ale chybí promyšlená strategie
    podpory kreativního byznysu, říká
    David Minkowski ze Stillking Films.
    str. 20 –21
    FORUM MEDIA
    FORUM MEDIA S TÍM NEJLEPŠÍM
    Vystoupí představitelé největších
    značek, oceňovaní kreativní lídři,
    špičkoví výzkumníci iprofesoři.
    str. 6 –7
    E COMMERCE
    E ‑COMMERCE DOSTALA ZÁSAH
    Útraty zákazníků se tenčí. Sklady
    obchodníků jsou přitom plné, rostou
    jim náklady amarže klesají
    .
    str. 14
    JAK SE PŘIPRAVIT NA RECESI
    Oslovili jsme přední hráče řady
    odvětví, aby se podělili osvé recepty
    astrategie na přicházející recesi.
    str. 8 –13
    Foto na titulní straně: BOHUMIL POSPÍŠIL

  • Strana 4

    Svodka
    Vinci Construction
    CS
    se stala novým partnerem
    Českého olympijského týmu.
    Zároveň podpoří Olympiádu dětí
    amládeže. Skupina chce podpořit
    sport, který podle ní ohrožuje
    ekonomický vývoj.
    Z-Trade, distributor aroma-
    tických svíček, dostal od ÚOHS
    uloženu pokutu přes 17,6milionu
    korun za uzavírání zakázaných
    dohod. Úřad poprvé zohlednil,
    že rma měla zavedený takzvaný
    compliance program.
    Zaraguza připravuje tele-
    vizní kampaň pro značku mléčné
    rýže Riso, pro niž připravila
    dlouhodobý koncept po na jaře
    vyhraném tendru. Už na začátku
    roku pak agentura uspěla vten
    -
    dru brandu Müllermilch.
    WPP, globální komunikační
    skupina, oznámila akvizici PR
    společnosti JereyGroup působí
    -
    cí vlatinské Americe. Ta se zařadí
    do sítě Hill+Knowlton Strategies.
    ADC se chce podílet na vzniku
    nové generace kreativců aspouští
    vzdělávací program ADC Acade
    -
    my. Obsahem pěti workshopů,
    které proběhnou vlistopadu, bu
    -
    dou základní předměty reklamní
    kreativity jako copywriting, art
    direction, idea making, insight
    hunting acontent creation. Dead
    -
    line přihlášky na celý kurz ADC
    Academy je 24.října.
    Dago získalo zlato vprestižní
    evropské soutěži POPAI Awards
    Paris. Uspělo vkategorii perma
    -
    nentních POS— jídlo anápoje
    sprojektem Domácí kavárna pro
    Starbucks aNescafé Dolce Gusto.
    Mallpay se pod křídly ČSOB
    mění na Skip Pay. Služba rozvíjí
    koncept takzvaného chytrého
    nakupování, které umožní
    vyřešit nákup od platby až po
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Škoda se chystá
    na NHL v Praze
    Nejlepší hokejová liga světa NHL
    podeváté zavítá do Evropy, vrám
    -
    ci NHL Global Series 2022 odehrají
    7. a8.října zámořské týmy San
    Jose Sharks aNashville Preda
    -
    tors dva zápasy na ledové ploše
    pražské O2 arény. Značka Škoda
    jako dlouholetý partner ledního
    hokeje využije příležitosti kakti
    -
    vaci nejen vO2 areně, ale ivrámci
    NHL Fan Tour ve vybraných
    městech Česka. Roadshow začala
    19.9.vLitoměřicích, pokračovala
    21.9.vHodoníně. Zakončí ji dvě
    zastávky vPraze — 30.9. na ná
    -
    městí Republiky a1.10. unákupní-
    ho centra Metropole Zličín. Hvěz-
    dami Škoda Hokejového Parku se
    stanou speciály upravené vduchu
    dvou soupeřících týmů — Škoda
    Prediaq aŠkoda Sharyaq. Auto
    -
    mobilka si uÚřadu průmyslového
    vlastnictví ČR zaregistrovala tuto
    dvojici ochranných známek.
    Nápadem roku
    se stal Carebot
    Akcelerační soutěž Vodafone Ná-
    pad roku, pomáhající nadějným
    technologickým startupům vpo
    -
    čátečních fázích růstu, zakončila
    svůj patnáctý ročník, kterého se
    zúčastnilo celkem 136projektů
    avněmž byly rozděleny ceny
    vhodnotě 6,5milionu korun.
    Carebot si ze slavnostního
    vyhlášení výsledků odnesl ceny
    Vodafone Nápad roku 2022 aPro
    -
    nit Technologický projekt roku.
    Na druhém místě se umístila spo
    -
    lečnost Talkbase, která rmám
    ajejich oddělením po celém světě
    skrze svou platformu pomáhá bu
    -
    dovat komunity. Nástroj umožňu-
    je, aby manažeři mohli sledovat
    informace, zdroje aaktivity členů
    komunity.
    Bronzové místo obsadily Vivid
    -
    books, tvůrce digitálních interak-
    tivních učebnic zefektivňujících
    výuku přírodovědných oborů.
    Cenu Huawei Startup roku azá
    -
    Svět podle MAM
    Nové škodovky, úspěch Carebotu,
    OOH se vrací akonec FlashNews
    TikTok podle
    analýzy Brand
    Keys Loyalty
    Leaders
    přeskočil
    vloajalitě značky
    Facebook
    iInstagram.
    Žebříčku vévodí
    Apple který
    sesadil Amazon
    Foto: ŠKODA AUTO
    04
    ZPRÁVY

  • Strana 5

    případnou reklamaci nebo vrat-
    ku. Produkt Skip Třetina umožní
    ve vybraných e-shopech koupit
    zboží ve třech po sobě jdoucích
    splátkách.
    Voyo se poprvé společně sTV
    Nova stalo mediálním partnerem
    mezinárodního festivalu seriálů
    Serial Killer, který se koná od
    20.do 25.zářívBrně.
    Warner Music Group
    oznámila, že jejím výkonným
    ředitelem bude od 1.ledna2023
    manažer českého původu Robert
    Kyncl. Posledních dvanáct let je
    obchodním ředitelem YouTube
    roveň speciální cenu Vodafone
    Arch Summit získal startup Myco,
    Speciální cenu týdeníku Ekonom
    obdrželi tvůrci Robota Artabana.
    Cenu Kooperativy Bezpečnost má
    zelenou za projekt, který přispívá
    ke zvýšení ochrany zdraví osob,
    vyhrál projekt Adbian aobdržel
    šek na 100 tisíc korun.
    OOH dosáhla
    úrovně před
    pandemií
    Pravidelný přehled společnosti
    Nielsen Admosphere ukázal, že
    se vsrpnu dařilo všem media
    -
    typům. Dobré zprávy ukazuje
    především vsegmentu venkovní
    reklamy, kde ceníková hodnota
    inzertního prostoru přesáhla
    401,5 milionů korun. Vmeziroč
    -
    ním srovnání tak vykazuje nárůst
    opět procent, zatímco včervenci
    vmeziročním porovnání ještě
    odvě procenta klesala. OOH se
    navíc podařilo dostat na stejnou
    úroveň oproti poslednímu období
    před pandemií covidu. Vsrpnu
    2019 totiž ceníková hodnota
    reklamy představovala 401,4mili
    -
    onu korun.
    Ačkoli přehled nepracuje sko
    -
    nečnými cenami se započítáním
    slev apodobně, ukazuje trendy
    na trhu. Rekordmanem měsíce je
    tradičně televize— ceníková hod
    -
    nota reklamního prostoru do-
    sáhla 4,25 milionu korun, čímž
    osedm procent překonala výsle
    -
    dek loňského srpna, adokonce
    ovíce než 27 procent ivýsledek
    ze srpna roku 2019. Tisk iroz
    -
    hlas pak vmeziročním srovnání
    ceníkové hodnoty reklamního
    prostoru rostou opět procent.
    Ve srovnání srokem 2019 se
    relativně lépe daří rozhlasu, jenž
    si polepšil o17,6 procenta. Tisk si
    ztohoto pohledu polepšil osedm
    procent.
    FlashNews
    končí a přepne
    na B2B
    Firma Livesport se rozhodla
    ukončit provoz zpravodajského
    agregátoru FlashNews. Projekt
    byl totiž ipo dvou letech ve ztrá
    -
    tě, nedosáhl plánovaných tržeb,
    ani čtenosti.
    „Vzhledem kvysokým nákla
    -
    dům, které nepokryje prodej
    inzerce, jsme se rozhodli změnit
    byznys model FlashNews aslužby
    pro webové imobilní uživatele
    ukončit. Pro vyvinuté techno
    -
    logie aknow-how plánujeme
    využití vsegmentu B2B služeb,“
    uvedl šéf projektu Filip Horký pro
    server Lupa.cz.
    Agregátor FlashNews odstar
    -
    toval vlistopadu2020. Projekt
    měl velké ambice, ale potýkal
    se skritikou trhu. Vydavatelé se
    ohrazovali proti tomu, že plat
    -
    forma zařadila jejich zprávy bez
    předchozí dohody, což se později
    narovnalo. Platforma se také
    více zaměřila na místní zpravo
    -
    dajství změst aobcí. Vprojektu
    působil například iMichael Mareš
    zForbesu, který později odešel
    do Hospodářských novin, kde
    působí nyní.
    ze skupiny Alphabet. Byl též
    téměř osm let viceprezidentem
    Netixu pro obsah.
    Salesforce zahájil regis-
    traci účastníků na akci Sales-
    force Live Prague, uskuteční se
    10.října vpražském žoínském
    paláci. Odigitalizaci budou ho
    -
    vořit například zástupci Kiwi.
    com či Linet Group.
    Ipsos MMA navázala
    spolupráci sAdform na řešení,
    které integruje rst-party dato
    -
    vé signály napříč ekosystémem
    digitálních médií bez nutnosti
    potřeby cookies třetích stran.
    05
    ZPRÁVY
    05
    Inzerce
    Svou reklamu v obsahové síti
    Skliku můžete zacílit jed-
    noduše právě díky tomuto
    cílení. Publikum je totiž tvořeno
    z e -mailových adres uživatelů,
    od kterých jste získali souhlas
    k marketingové komunikaci.
    Oproti běžnému retargetingu
    umožňuje tento typ cílení
    komunikovat i s těmi, kteří
    nechodí na váš web tak často.
    Stačí, abyste měli propoje-
    ných alespoň 200 emailových
    adres. Není potřeba mít pouze
    doménu seznam.cz, může být
    i z jiné služby, jako je například
    gmail.com a dalších.
    Tři velké výhody cílení na
    vlastní seznamy zákazníků
    Dovede přesně rozsegmento-
    vat publikum podle toho, jak
    často a kdy nakupují, odkud
    jsou a podobně. Není závislé
    na cookies třetích stran, proto
    je stabilním cílením i do ná-
    sledujících let, kdy se dosah
    běžného retargetingu bude
    snižovat. Reklamu zákazník
    potkává v přirozeném online
    prostředí, kde se každý den
    pohybuje a je pro něj tudíž
    lépe zapamatovatelná. To je
    přednost třeba oproti direct
    mailingu, kdy vaše sdělení
    končí v poštovní schránce ve
    složce Hromadné.
    Využití emailových adres
    v praxi
    Vlastní seznamy zákazníků
    nejčastěji využijete při propa-
    gaci sezonního zboží, kdy zá-
    kazníkovi nabídnete například
    dovolenou ve stejné destinaci,
    jako byl loni. Efektivní jsou ale
    třeba i ve chvíli, kdy chcete
    nalákat delší dobu neaktivního
    zákazníka zpět prostřednic-
    tvím atraktivní slevy mimo
    standardní nabídku. Chcete se
    podělit s uživatelem o novinku
    na vašem webu (nový model
    telefonu, nová služba) nebo
    třeba, když chcete dát vědět
    lidem v okolí o nově otevřené
    prodejně. Skvěle také fungují,
    pokud nabízíte vylepšenou
    službu k už zakoupenému
    výrobku či před začátkem
    sezony nabídnete vybraným
    zákazníkům produkty, které
    by se jim mohly hodit (v létě
    pro pejskaře prostředky proti
    klíšťatům). Seznam s vlastními
    zákazníky můžete také využít
    v akvizičních kampaních, kde
    jej vyloučíte a budete tak mít
    jistotu, že danou reklamou
    oslovujete výhradně nové
    zákazníky.
    Strategii cílení se vyplatí
    naplánovat. Místo všech kon-
    taktů je lepší nahrát jen ty, na
    které plánujete cílit. Oslovíte
    tak relevantní uživatele pro-
    myšlenou strategií a lákavou
    inzercí, která vám přinese
    zajímavé výsledky.
    Cílení na vlastní
    seznamy zákazníků
    zvýší objem konverzí
    Znát svoje zákazníky a vědět, co a kdy jim na-
    bídnout, je klíčem k úspěchu pro každou firmu.
    A pokud umíte pracovat s vlastním seznamem
    zákazníků, hravě vám zvýší nejen počet objedná-
    vek, ale také posílíte povědomí o své značce.
    Napište nám na projekty@firma.seznam.cz,
    už se těšíme na spolupráci.

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  • Strana 28

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