Strana 4

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
41/2019

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
  EXTRA
  OUT OF
  HOME
  ZPOPLATNĚNÍ
  ONLINU
  Jak se s tím
  vypořádávají česká
  média a také trocha
  inspirace z ciziny
  34 PRACÍ
  58 POROTCŮ
  Co říkají výsledky soutěže
  Big Awards obudoucím
  směřování komerční
  komunikace
  AMERIČANÉ UMÍ
  BÝT AGRESIVNÍ
  Češi by neměli
  pohrdat kulturním
  marketingem, říká
  Martin Pošta
  BRANŽE MÍŘÍ
  K AKTIVISMU
  PHILIP
  THOMAS
  41
  14. října 2019
  99 Kč / 4,90 €
- Strana 2
   
  Vždy po ruce
  Stáhněte si aplikaci a čtěte.
  Vyzkoušejte
  ZDARMA
  Zaregistrujte se a pro otevření
  aktuálního čísla zadejte kód MAM41
  powered by
  MAM_ctecka_inz_210x280.indd 1 11.10.2019 11:18
- Strana 3
  Doba není právě nakloněná luxusním brandům.
  Má to mnoho příčin. Ve společnosti se mimo
  -
  řádně zvýšila tendence dávat najevo osobní
  inklinace ktrvale udržitelnému, ohleduplnému
  životu. Nosit či používat drahé věci se zvolna
  stává symbolem jakési společenské zaosta
  -
  losti. Například kabelky prožívají podobný
  příběh jako před nějakou dobou kožichy. Zboží
  sokatými vyobrazeními značek přestalo být
  pro značnou část původní klientely na Západě
  sociálně únosné.
  RESALES A BURBERRY
  Samozřejmě, orientálně abyzantinsky založené
  trhy aspolečnosti, třeba ruský, ktomuto stavu
  teprve dospívají. Jak už to tak ale bývá, nakonec
  každá změna vnějaké více či méně okleštěné
  (nebo naopak přehnané, hysterické) verzi doteče
  ipod horu Říp.
  Myslím, že tedy stojí za to podívat se, jak se
  drahé značky vyrovnávají stím, že jsou… drahé.
  Mimořádně mě zaujala poslední aktivita
  společnosti Burberry. Ta se spojila sportálem
  RealReal azačala vyzývat svoje zákazníky, aby
  jeho prostřednictvím posílali do dalšího oběhu
  svoje zestárlé anepoužívané kabelky akdo ví, co
  všechno ještě.
  Management Burberry si uvědomil, že podíl
  resales na obchodních výsledcích značky by
  mohl být daleko vyšší, než vsoučasnosti bývá.
  Agentura Bloomberg na základě svých dat tvrdí,
  že vluxusním segmentu se půlka zboží prodává
  právě vresales, současně ale luxusní značky na
  resales nedokáží dosáhnout. Jinak řečeno, co vy
  -
  robí, dokážou prodat jednou – apřitom by to bylo
  možné ještě jednou zopakovat. Burberry tedy
  bere osud svého použitého zboží do vlastních
  rukou, aneváhá tento krok doprovodit kampaní,
  která vpodstatě říká, že je jedno, jestli si koupíte
  luxus nový nebo zdruhé ruky, hlavně že to je
  pořád tentýž luxus.
  CHVÁLA HAMIŽNOSTI
  Úplně jiný příběh se odehrává například kolem
  luxusní ikony Chanel. Společnost kvůli přepro
  -
  deji svých výrobků portál RealReal zažalova-
  la – aprohrála. Nejen usoudu, ale především
  uzákazníků, kteří podle průzkumu společnosti
  Jeeries začali označovat za lakotnou, hamižnou
  asobeckou.
  Ne že by na lakotě ahamižnosti bylo něco
  úplně špatného. Koneckonců nebýt na světě ha
  -
  mižných alakotných lidí, jen těžko bychom měli
  kapitalismus anebylo by logicky ani luxusního
  zboží. Když ale tyto atributy začnou zákazníci
  přisuzovat značce, zhlediska brand manage
  -
  mentu to je malér.
  Už zmíněný průzkum Jeeries tvrdí, že
  přeprodej luxusního zboží ssebou nese určité
  riziko kanibalizace, chytré značky ale tento risk
  podstoupí, protože při dobře zacílené strategii se
  může proměnit ve výhodu.
  Vývoj Burberry ukazuje, že jde opřesnou
  analýzu. Od roku 2015 prodeje značky na jinak
  hladovém severoamerickém trhu klesaly. Zhru
  -
  ba od okamžiku, kdy Burberry začalo systema-
  ticky pracovat sresales, se křivka ekonomické
  výkonnosti začala nejprve zvolna vyrovnávat
  ateď už stoupá. Podle Jeeries je tento trend
  vpřímé úměře ktomu, jak se vylepšila reputace
  Burberry mezi zákazníky. Ti přestali luxusní
  brand vnímat jako lakotný anašli si kněmu
  znovu cestu.
  Ondřej Fér
  
  šéfred aktor
  Můžete se soudit, nebo…
  speciální host
  KONFERENCE FORUM MEDIA
  23/10/2019
  CUBEX CENTRUM PRAHA
  Google
  Facebook
  Adweek
  The Economist
  BBC
  Ogilvy
  Accenture
  SAVE THE
  BUSINESS
  Přijďte azjistěte, jak řídit značku
  vdobě, kdy nás řídí zákazník
  Vstupenky kupujte na www.forummedia.cz
  ANDREJ KISKA
  Podnikatel, ﬁ lantrop, bývalý
  prezident Slovenska
  FM_inz_210×140_konference_Save Business_MAM.indd 1 02.10.19 13:43
  03 EDITORIAL
  Inzerce
- Strana 4
  Cracker Barrel
  Dnes už osobě americký řetězec
  restaurací vjižanském stylu Crac
  -
  ker Barrel zase může říkat, že je
  populární. Ještě poměrně nedávno
  ale bojoval sodlivem zákazníků.
  Změnu přineslo až přeorientování
  komunikace na out of home. Crac
  -
  ker Barrel počínaje loňským rokem
  49 procent svého marketingového
  rozpočtu nainvestoval do billboar
  -
  dů. Vnávaznosti na OOH kampaň
  se obrat Cracker Barrel meziročně
  zvýšil o43 procent.
  Analytici ze společnosti Faireld
  Current tvrdí, že tendencí OOH
  kampaní je oslovovat čím dál
  mladší audienci. Argumentují
  daty amerického Nielsenu, podle
  kterého jsou billboardy nejefektiv
  -
  nější vcílové skupině 25 až 34let.
  Vté sedm zdeseti dotazovaných
  lidí ve čtyřtisícovém vzorku uvedlo,
  že vposledním měsíci registrovali
  billboard. 48 procent znich si
  přitom ipo měsíci vybavilo, co na
  billboardu vidělo.
  Aaby byla informace oefektivitě
  billboardů úplná, cituje Faireld
  Current ze zprávy, vníž expanse
  manager společnosti Instacart
  tvrdí, že „jediným řešením klesající
  efektivity online kampaní je zapoje
  -
  ní OOH do strategie kampaní“.
  Nezní to dobře?
  Freelanceři
  Lilia Stoyanov, profesorka na
  Zigurat Business School aCEO
  společnosti Transformity, sledovala
  expanzi volnonožců vkomerční
  komunikaci. Vloňském roce ve
  Spojených státech představovali
  mírně přes padesát procent celkové
  lidské síly, která se vbranži pohybo
  -
  vala. Před jedenácti lety to bylo jen
  dvanáct procent.
  Ještě zajímavější je srovnání
  výkonnosti. Lilia Stoyanov tvrdí, že
  padesát procent lidské síly předsta
  -
  vované freelancery vytváří šedesát
  procent obratu branže.
  Freelanceři jsou podle výše
  uvedených dat efektivnější než
  zaměstnanci. Je na místě ptát se,
  kam tedy vlastně branže zhlediska
  zaměstnávání lidí směřuje. Má
  opravdu smysl, aby vagenturách
  bylo zaměstnáno několik přetíže
  -
  ných vyhořelých konzultantů, ko-
  lem kterých se vněkolikaměsíčních
  intervalech protáčejí nezkušení
  junioři?
  Nevyplatilo by se přecházet zvol
  -
  na na projektový model, kdy kolem
  sebe konzultant ad hoc shromažďu
  -
  je výkonné těleso freelancerů?
  Amimochodem, tuší někdo, jaký
  je podíl freelancerů na výkonnosti
  branže unás?
  10 × PPC
  Danny Goodwin, kterého oprav-
  du rád čtu, občas připraví rychlé
  shrnutí trendů voblasti strojového
  vyhledávání.
  Předpokládám, že se ktomuto
  tématu vMAMu vdohledné době
  ještě vrátíme už proto, že minulý
  týden vnašem Klubu proběhlo in
  -
  formačně mimořádně hutné Forum
  Media Focus, ale než ktomu dojde,
  dovolil bych si několik trendů pro
  příští rok popsat už teď.
  1.
  
  Stále větší část vyhledávání
  produktů se bude přesunovat
  zGooglu na Amazon.
  2.
  
  Ve velkém se rozjede
  možnost targetingu na
  LinkedIn.
  3.
  Ani vroce 2020 nezahynou
  klíčová slova.
  4.
  
  Reporting se zautomatizuje,
  což by mělo přinést víc času
  apéče zákazníkům.
  5.
  
  Zintenzivní se hledání
  alternativ ke Googlu. Kdo ví,
  co rok 2020 přinese třeba na
  Bingu.
  6.
  
  PPC marketéři se začnou
  stávat současně account
  manažery.
  7.
  
  Dokonalý mix napříč kanály
  se nepodaří najít ani vroce
  2020.
  8.
  
  PPC marketéři zjistí, že ROI
  není všechno, aje se třeba
  věnovat také práci se
  značkou.
  9.
  Remarketing, remarketing,
  remarketing!
  10.
  
  Dál se bude mluvit onutnosti
  regionality alokalizaci
  kampaní azase se nic
  zvláštního nestane.
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  Svět podle Féra
  Tentokrát oout of home,
  freelancerech aPPC
  
  Podle CNN
  provozní zisk
  Samsungu
  meziročně klesl
  o56 procent–
  aprý bude
  ještěhůř
  Foto: ABC13 HOUSTON
  04 ZPRÁVY
- Strana 5
  Svodka
  Pavla
  Hejkrlíka
  Audiotéka slaví osm let
  na trhu. Na český trh audioknih
  vstoupila pouze sdigitálním formá
  -
  tem, e -shopem amobilní aplikací.
  Aktuálně poslech audioknih vmo
  -
  bilní aplikaci využívají statisíce
  posluchačů. Na výběr mají zvíce
  než 4700 titulů, ze kterých přes dvě
  stě vydala Audiotéka sama. Nejob
  -
  líbenějším žánrem jsou detektivky
  athrillery, po kterých následuje
  kategorie fantasy asci -.
  NHL na Nově až do roku
  2022. Skupina Nova získala vysílací
  práva na nejprestižnější hokejovou
  soutěž světa NHL do roku 2022.
  Stanice Nova Sport ainternetový
  portál Voyo odvysílají až 15 zápasů
  týdně. Diváci se mohou těšit také na
  speciální studia azajímavé hosty. Za
  pozornost stojí tzv.European Game
  of the Week – sobotní zápasy hrané
  vlukrativním evropském čase.
  Samsung Electronics Czech
  and Slovak uzavřela tři výběrová
  řízení voblasti vztahů sveřejností.
  Vítězem tendru na PR agenturu
  pro ČR se stala společnost Taktiq
  Communications, která nahradí
  dosavadní Ogilvy. Vpřípadě PR
  agentury pro Slovenskou republi
  -
  ku zvítězila společnost Seesame,
  jenž bude poskytovat služby místo
  Omnipublic Consulting. Dodava
  -
  telem monitoringu amediálních
  analýz pro Česko iSlovensko se
  stala společnost Monitora namísto
  nynější NEWTON Media.
  Dedoles vkampani brojí
  za udržitelnou módu. Slovenský
  e -shop odstartoval první českou
  reklamní kampaň imimo online.
  Vtelevizi, vkinech či vrádiu chce
  Dedoles inspirovat kzodpovědnosti
  ksobě samým ibudoucím gene
  -
  racím – skrze nákup udržitelných
  produktů. Kampaň odstartovala
  1.října na kanálech PRIMA Group,
  vkinech, onlinu ana sociálních
  sítích 14.září. Od 1. do 16.října běží
  také na rádiu Kiss, Beat aCountry.
  Favorit to nezvládl ani
  napotřetí. Navázat na úspěšnou so
  -
  cialistickou éru se nepodařilo ani
  Richardu Galovičovi, který vroce
  2011 za pět milionů koupil značku
  Favorit. Po dvou předchozích
  bankrotech skončila v insolvenci
  také rma Favorit Manufacture (už
  pod novým názvem RC Orange),
  která novou verzi bicyklů vyráběla
  od roku 2016. Návrh soudu podali
  zaměstnanci, kteří letos tři měsíce
  pro Galoviče pracovali zadarmo.
  Firma jim údajně dluží desítky tisíc
  korun. Populární kola se vRokyca
  -
  nech vyráběla od 20. let minulého
  století, od roku 1951 jich bylo
  2,5milionu.
  Raiﬀeisenbank jako
  hlavní partner pořadu StarDance
  natočila čtyři nové sponzoringo
  -
  vé spoty kjubilejnímu desátému
  ročníku populární taneční soutěže.
  Vhlavní roli se objeví dlouholetý
  porotce soutěže Zdeněk Chlopčík.
  Kreativní koncept spotů včetně
  kompletní produkce dodala agen
  -
  tura DDB. Čerstvá řada StarDance
  začala v České televizi vsobotu
  12.října večer.
  UNYP rozšiřuje nabídku,MBA
  programů díky novému slovinské
  -
  mu partnerství slublaňskou GEA
  College. Obě vysoké školy mají
  společný cíl, kterým je odborná
  příprava budoucích lídrů světa
  podnikání. Větší část studia bude
  probíhat vLublani, část přednášek
  vPraze. Proces podávání žádostí
  začne tento rok vříjnu, přičemž
  první generace účastníků,MBA
  programu začne studium orok
  později, tedy vříjnu 2020. Studium
  bude trvat 18měsíců aprobíhat
  ovíkendech.
  
  VÝBĚR ZPRÁV
  REDAKTORA MAM
  Inzerce
  Jízdu si můžete zpestřit vlastní
  hudební produkcí či cateringem.
  Cena od 3 500 Kč/hod.
  Svezte své
  zaměstnance na
  firemní večírek
  stylově!
  Projížďka luxusní
  tramvají T3 Coupé nebo
  historickými vozy se
  sklenkou šampaňského
  je ideální způsob jak
  nastartovat Vaši párty.
  Kontakty:
  obchod@dpp.cz
  Bližší informace o pronájmech jízd tramvají
  se dozvíte na:
  www.dpp.cz/jizdytram
  ZPRÁVY
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