Strana 27

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
51-52/2022

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.
- Strana 1
  STRASTIPLNÝ BOJ ČESKÝCH
  ZNAČEK S INFLACÍ
  Těžko byste na našem trhu hledali
  inzerenta, jehož by letošní rok
  významně neovlivnil. Patnáct
  zadavatelů se v hlavním tématu
  svěřuje, jak pracovali se značkami.
  ROZHOVORY, INFOGRAFIKY,
  ANKETY, NÁZORY, PŘEHLEDY
  Ročenka MAM přináší průřez
  rokem vjednotlivých oborech
  včetně rozhovorů sklíčovými
  lídry, komentářů, předhledně
  zpracovaných dat ikalendářů akcí.
  68
  STRAN
  mapuje dramatický rok
  ROČENKA
  2022
  51–52
  19. prosince 2022
  299 Kč / 14,21 €
- Strana 2
  Šampioni fandí šampionům
  Vychovávat talenty a budovat týmového ducha, to má sport a stavebnictví
  společné. Už víc než 70 let v České republice stavíme silnice, železnice, vodní
  díla, mosty i domy. Záleží nám na tom, aby se společnost dále rozvíjela a rostla
  zdravým způsobem. Díky partnerství můžeme svou pomoc nasměrovat do krajů,
  kde působíme a žijeme, aby co nejvíce dětí mělo možnost sportovat.
  VCCS_ČOT_inzerce_MAM_210x280.indd 1VCCS_ČOT_inzerce_MAM_210x280.indd 1 12.12.2022 11:4512.12.2022 11:45
- Strana 3
  @MarketingaMedia
  @MarketingaMedia
  Marketing & Media
  @marketingamedia
  volejte 735 707 420
  objednávejte chci.mam.cz
  Předplaťte si MAM a získejte vstup na všechny akce z cyklu Forum Media
  OBSAH
  STRASTIPLNÝ BOJ ZNAČEK S INFLACÍ
  Pokud získali zadavatelé po dvou letech covidové
  pandemie a neustálých změn pravidel i spotřebitelského
  chování pocit, že už je nic nepřekvapí, hned úvod
  letošního roku je rychle vyvedl z omylu.
  str. 4 –11
  RŮST CEN TV REKLAMY UŽ KLIENTI
  NECHTĚJI AKCEPTOVAT
  Výrazná personální ﬂuktuace vyvolaná zrodem nové
  agentury a trvající vyprodanost televize. Co ještě přinesl
  rok 2022 na mediálním trhu?
  str. 12 –15
  AGENTURY PO LETECH
  ZVYŠUJÍ SAZBY
  Klidného roku se agentury nedočkaly, po covidu přišlo
  několik krizí a muselo se začít více jednat o penězích.
  str. 16 –25
  ČESKÝ OBSAH, DOBRÝ OBSAH
  A VOYO UŽ NAHÁNÍ NETFLIX
  Nabídka za platební bránou je úspěšná, když lidé získají
  pocit, že jim něco uniká. Tak jako v případě SVOD služby
  televize Nova.
  str. 28–29
  CHTĚJÍ LIDÉ POSLOUCHAT DALŠÍ
  ŠPATNÉ ZPRÁV Y?
  Ač je poslechovost stabilní, rádia musí mít na paměti, že
  část společnosti je už přesycena zpravodajskými tématy.
  str. 30
  JEDNO ZDRAŽENÍ TISKU
  NESTAČÍ, NĚKDY ANI DVĚ
  Extrémní náklady, klesající prodeje. Někteří vydavatelé
  tisku museli až třikrát během roku upravit cenu titulů.
  str. 31–33
  NOVELA AUTORSKÉHO ZÁKONA:
  BIČ NA GOOGLE PŘINESL NEVÝHRU
  Pyrrhovo vítězství českých online vydavatelů nad
  Googlem a spol. znamená místo příjmů z obsahu nižší
  návštěvnost i výdělky.
  str. 34
  OOH SE ODRAZILA K RŮSTU
  Po covidových propadech se obliba venkovních ploch
  vrací. Budoucnost odvětví je v digitálních plochách
  a využití zábavy.
  str. 36
  VIDEO A ZÁBAVA CENTREM ZÁJMU
  UŽIVATELŮ
  Světu sociálních médií dominovaly metaverse, změny
  v Twitteru, TikToku i zájem o menší sítě.
  str. 38 –39
  E-COMMERCE ČEKÁ HUBENĚJŠÍ ROK
  Letošní propad následují ne příliš růžové vyhlídky na rok
  2023, vítězi budou e-shopy s důrazem na kvalitní služby
  a efektivní fungování.
  str. 42 –45
  BOJ S NÁKLADY A DEZINFORMACEMI
  PR agentury chtějí státu pomoci se strategickou
  komunikací, je to potřeba. U tendrů oceňují, když je klient
  bere za partnery.
  str. 46 –51
  MYSLET POMALU, JEDNAT RYCHLE
  Výzkum trhu je letos podle všeho opět v růstu.
  str. 52–55
  EVENTY SE VRACEJÍ DO NORMÁLU
  Poptávka zadavatelů se vyšplhala na předcovidovou
  úroveň, po agenturách však chtějí ﬂexibilitu i cenově
  úspornější řešení.
  str. 56 –59
  SPORTEM NABITÝ ROK
  Od Olympijských her v Pekingu přes domácí ME
  v basketbalu a návrat zápasů NHL do Prahy až po
  fobalové MS v Kataru.
  str. 60 –61
  LIDÉ V POHYBU
  Top přestupy v managementu, marketingu, médiích
  a reklamě v roce 2022.
  str. 62 –63
  NEZMEŠKEJTE UZÁVĚRKY
  Kreativní, mediální, eventové a všechny další soutěže,
  kterých se chcete účastnit a mít pro ně vše včas
  připraveno.
  str. 64 –65
  AKCE VE VAŠEM DIÁŘI
  Konference, veletrhy a festivaly věnované reklamě,
  médiím, marketingu a startupům, jež by vás v roce 2023
  neměly minout.
  str. 66
  Marketing & Media | Týdeník o komerční komunikaci | Číslo 51–52 vyšlo v pondělí 19. 12. 2022 | Ročník XXII, týdeník | Cena 99 Kč | Vydavatelem je Forum Media, s. r. o., IČ 06754066,
  Františka Křížka 362/1, 170 00 Praha 7 | Šéfredaktorka: Radana Čechová, Redakce: Pavel Hejkrlík (736 538 468), Jakub Křešnička (733 691 421), Petr Žaloudek (725 573 049)
  Korektury: Marta Švagrová. Tipy a informace zasílejte na adresu redakce@mam.cz | Design: Studio Marvil, Zlom: Astronaut Creative Lab
  Inzerce, obchodní spolupráce a mediální partnerství: Jan Pellant (606 661 077, jan.pellant@mam.cz) | Předplatné a distribuce: predplatne@mam.cz (735 707 420) | Distribuce: Česká pošta,
  Magnet Press Slovakia, Monitor | Tisk: Uniprint | Digitální verze MAM je provozována na Triobo, www.triobo.com | Jakékoliv užití a šíření obsahu časopisu i v jiném jazyce než v českém je bez
  písemného svolení vydavatele zakázáno.
  www.forummedia.cz
  www.mam.cz
  03 ROČENKA 2022
- Strana 4
  04 ZADAVATELÉ A ZNAČKY
  „Covid nás naučil rychle se přizpůsobovat no-
  vým okolnostem. Rok 2022 ale přinesl zcela
  nečekané výzvy— válku na Ukrajině, omezení
  některých dodavatelských řetězců avyso-
  kou inaci,“ říká Michaela Franeková, šéa
  Unileveru pro Česko aSlovensko, podle níž
  inace způsobila větší segmentaci spotřebite-
  lů ajejich rozdílných potřeb. Podobně situaci
  shrnuje išéa marketingu řetězce Albert Ka-
  teřina Harris: „Žijeme ve světě, který se mění
  tak dynamicky, jak si asi nikdo znás nedoká-
  zal představit. To, co platilo ještě nedávno, už
  nemusí nutně fungovat nyní.“
  Atěžko byste na našem trhu hledali vý-
  znamného inzerenta, který by to viděl jinak.
  Násobně vyšší potřeba „agility aexibility“
  se objevovala prakticky ve všech odpově-
  dích výroční ankety časopisu Marketing
  aMedia. „Rok 2022 nás naučil, že na některé
  výzvy není možné se připravit, je ale nutné
  na ně obratem reagovat,“ glosuje současnou
  éru nevyzpytatelnosti mluvčí řetězce Lidl
  Tomáš Myler.
  Krátce řečeno: přední zadavatele reklamy
  naučil uplynulý rok zejména rychlým reak-
  cím. Tuzemským značkám ale rovněž umož-
  nil si otestovat, jak moc se vyplácí investice
  do brandu vnelehké době.
  VŠE OVLIVNĚNO INFLACÍ
  „Roční komunikační ‚roadmapa‘ určuje
  pouze klíčová témata, vjejichž rámci musíme
  umět reagovat na aktuální dění aklientské po-
  třeby. Jen tak můžeme být relevantní,“ řekla
  šéa značky akomunikace České spořitelny
  Monika Hovorková. Stím souhlasí tisková
  mluvčí Komerční banky Šárka Nevoralová.
  „Tento rok nás naučil, že ikdyž má stále
  smysl plánovat, zároveň musíme být schopni
  Text REDAKCE MAM
  Foto: ISTOCK
  Strastiplný
  boj značek
  s inﬂací
  Pokud získali zadavatelé
  po dvou letech covidové
  pandemie aneustálých
  změn pravidel
  ispotřebitelského
  chování pocit, že už je
  nic nepřekvapí, hned
  úvod letošního roku je
  rychle vyvedl zomylu
- Strana 5
  05 ZADAVATELÉ A ZNAČKY
  improvizovat, být exibilní anacházet rychlá
  aefektivní řešení,“ uvedla stím, že příkladem
  může být krach Sberbank avyplácení vkladů
  klientům nebo spuštění projektu sdílení
  bankomatů.
  To, že letošní rok rámovaly obavy spotřebi-
  telů zvysoké inace arekordních cen energií
  (viz také infograka na str. 10), potvrzují idal-
  ší oslovení. „Zposledních dat, která máme
  kdispozici, vyplývá, že téměř 60 procent lidí
  vČR se obává zhoršené nanční situace. Ato
  je nejvíc za posledních 30 let,“ dodává Hovor-
  ková stím, že už asi pětina populace nemá
  žádnou nanční rezervu. Mezi klienty bank
  roste zájem oporadenství, které se týká otá-
  zek nančního zdraví azpůsobů, jak udržet
  vyrovnaný rozpočet. „Snažíme se držet zlaté-
  ho pravidla: šedesát procent rozpočtu jde na
  brand building, čtyřicet procent na aktivaci
  apodporu produktů,“ dodává Hovorková.
  Podle Pavola Chalupky, marketingového
  ředitele Kofoly ČeskoSlovensko, se už ina
  trhu rychloobrátkového zboží začíná proje-
  vovat vliv inace na spotřebu. „Míra její změ-
  ny závisí na konkrétní kategorii, prodejním
  kanálu či regionu. Vmarketingu děláme vše
  pro to, aby naše značky nabízely spotřebiteli
  takovou emocionální afunkční hodnotu, aby
  volil naše produkty stále častěji,“ říká Pavol
  Chalupka.
  HLAVNĚ NEPOLEVOVAT
  Že se podpora značky vyplácí ivdobě krize,
  se potvrdilo Plzeňskému Prazdroji už loni.
  „Nejen, že jsme tak pokračovali vbudování
  vztahu našich značek se spotřebiteli, ale byli
  jsme ivíce vidět, protože vhorších časech se
  ne všichni zadavatelé drží této strategie,“ hod-
  notí Roman Trzaskalik, marketingový ředitel
  Prazdroje. Hlavní český výrobce piva se snažil
  stejně jako vobdobí covidu nezasahovat do
  rozpočtů, které zůstanou na stejné úrovni
  rovněž pro nadcházející rok. Jako komunikač-
  ní kanál zůstává pro Prazdroj nenahraditelná
  televize, postupně posiluje ivdigitálu včetně
  videí, další investice budou směřovat do zna-
  ček vmístě prodeje. „Tam vidíme příležitost
  pro komunikaci se spotřebiteli, se kterými se
  hůře potkáváme vTV komunikaci,“ vysvětlu-
  je Roman Trzaskalik.
  Škoda Auto letos sázela na pestrý marke-
  tingový mix. Sdělení kzákazníkům dostávala
  skrze všechny disciplíny komunikace, eventy,
  sponzoring, experience marketing, CSR či
  spolupráci sautorizovanými partnery. „Vzhle-
  dem kdění ve světě jsme se přesvědčili, že
  zejména vdobě nejistoty je zásadním prvkem
  komunikace hodnot asíly značky. Aprávě
  skrze širokou škálu emocí, ať už to byla sou-
  náležitost nebo hrdost, jsme posilovali naši
  vazbu se zákazníky,“ sdělil vedoucí marke-
  tingu českého zastoupení automobilky Škoda
  Auto Libor Šedivák. Na trhu vnímá změny
  vyvolané socioekonomickou situací arostoucí
  váhu udržitelnosti asní rostoucí náklonnost
  kelektromobilitě, ato iukonzervativnějších
  zákazníků.
  Investice do marketingu letos navýšila
  například společnost CZC.cz. „Zpohledu
  rozložení jsme oněco více přitlačili vpřed-
  vánoční sezoně na úkor léta. Zároveň jsme
  se vbrandové komunikaci více zaměřili na
  virální dosah kampaní,“ uvedl marketingo-
  vý ředitel CZC.cz Milan Duda. Značka také
  pozoruje větší citlivost zákazníků na cenu,
  která sebou nese delší otálení sdokončením
  nákupu. E-shopy jsou tak nuceny stále zdoko-
  nalovat služby, ahlavně poskytnutý servis.
  „Velké změny neočekáváme ani vpříštím
  roce, větší důraz budeme klást na efektivitu
  performance marketingu prostřednictvím
  kvalitnějších vstupních dat aautomatizace
  nebo SEO,“ dodal Duda.
  PROMOCE A AKCE
  Jaké dopady měl „rok mnoha krizí“ na spo-
  třebitelské chování? Zatímco na začátku roku
  probíhaly například větší nákupy trvanlivých
  potravin adrogerie, což bylo podle Tomáše
  Mylera, tiskového mluvčího Lidlu, ikvůli
  pomoci lidem prchajícím zUkrajiny, postu-
  pem času se situace změnila. „Zákazníci šetří
  napříč socioekonomickými třídami,“ jmenuje
  jeden zhlavních trendů David Vejtruba, mar-
  ketingový ředitel skupiny Savencia. Konkrét-
  ně za svůj byznys dodává, že je na trhu znát
  iintuitivní změna dynamiky nákupu podle
  typu produktu na porci: „Takže například na
  porci nejlevnější tavené sýry dokonce rostou
  vprodejních objemech.“
  Není tedy asi divu, že jsou stále populárněj-
  ší nákupy vakcích. Vidět je to ivkampaních,
  kde například řetězec Penny spomocí Micha-
  la Davida doslova hypnotizoval vizuály, kde
  se slovo akce téměř vypalovalo do rohovky.
  „Ukázalo se, že Michal David stále táhne,“
  pochvaluje si zapojení zpěváka Vít Vojtěch,
  vedoucí strategického marketingu Penny. Na
  akce vsadil iKauand. „Spustili jsme kampaň
  nejlepší cena pro Česko, kde formou ‚super-
  kaufu‘ nebo ‚super prodlouženého víkendu‘
  zákazníkům nabízíme tu nejatraktivnější na-
  bídku,“ dává další příklad Petra Kalužíková,
  šéa marketingu druhého největšího tuzem-
  ského zadavatele inzerce podle ceníkových
  cen (viz tabulka na str. 13).
  Slev hojně využívají zákazníci Datartu, pro
  které se tak stává dostupnější kvalitnější sor-
  timent. „Jsou ochotni počkat si na akci apak
  nakoupí dražší zboží, což se nejvíce projevuje
  při nákupu velkých domácích spotřebičů,“
  vysvětluje ředitelka marketingové komunika-
  ce Lenka Mastešová stím, že se zvýšil izájem
  oenergeticky úsporné spotřebiče.
  PRIVÁTNÍ POPULARITA
  Že spotřebitelé nakupují vpromocích mno-
  hem více než dříve, potvrzuje také Michaela
  Franeková zUnileveru, podle níž se navíc
  stále častěji lidé uchylují kprivátním značkám
  řetězců. „Silné brandy si ale drží svou pozici
  ivdobě zmenšujících se nákupních košíků,“
  dodává Franeková. Její skupina patří knejvět-
  ším globálním inzerentům anapříklad vprů-
  běhu prázdnin oznámila zvýšení investic do
  marketingu o200 milionů eur na celkových
  3,7 miliardy eur. Svou pozici si snaží udržet
  ina místním trhu. Ipřes ekonomické tlaky
  se tak Unilever pokusil maximálně zachovat
  plánované investice do brandů. „Pro komuni-
  kaci je důležitá konzistence amnoho našich
  značek cílí na kategorie denní spotřeby, kde
  je konstantní přítomnost vmédiích důležitá
  TÉMA ČÍSLA:
  PREFERENCE
  I POPTÁVKU ŘÍDÍ
  HLAVNĚ CENY
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- Strana 68
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  Kompletní ročník 2022 Marketing & Media v digitální podobě s možností vyhledávání.
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  3.950 Kč ÚSPORA ZA ROČNÍ PŘEDPLATNÉ. Nejlepší nápady, talenty a výsledky každé pondělí na vašem stole! V jediném tištěném magazínu o marketingu a médiích v ČR.
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  PŘEDPLATNÉ MAM JE VŽDY LEPŠÍ VOLBA. ZA ROK UŠETŘÍTE VÍCE NEŽ 50 %. Digitální MAM každé pondělí na webu ve vašem počítači, telefonu nebo tabletu a v aplikaci systému Android/iOS.
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  ROČNÍ BONUS 2.000 KČ. Tištěné vydání týdeníku MAM každé pondělí na vašem stole a v digitální podobě pohodlně k přečtení v iOS/Android aplikaci nebo online čtečce pro váš mobil, tablet nebo počítač. Navíc online přístup do archivu dostupných vydání MAM.
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  NEJBOHATŠÍ KOMBINACE MOŽNOSTÍ TÝDENÍKU MAM A KONFERENCE FORUM MEDIA ZA NEJVÝHODNĚJŠÍ CENU. MAM každé pondělí na vašem stole a displeji, včetně online přístupu do archivu MAM. Navíc vstupenka na největší oborovou konferenci FORUM MEDIA V CENĚ 14.500 KČ.
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  JE O 40 % VÝHODNĚJŠÍ předplatit si měsíční digitální vydání týdeníku MAM. Nenechte si ujít to podstatné z oboru marketingové komunikace.
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