Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
52-53/2024
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. Aktuální vydání je k dispozici v digitální podobě. Budeme rádi, když si tištěnou verzi předplatíte.
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ROČENKAMARKETING&MEDIASpeciální rozšířené vydání MAMna 60stranách mapuje uplynulý rok napříčobory médií, reklamy, komunikace, eventůa celého marketingu.Strana 2
Lepší místo pro životV CÍLI BEZPEČNĚ A DŘÍVEZa společnými zážitky, za prací, na návštěvu nebo na dovolenou. Do všech vašich cílů vásbezpečně a dříve dovedou silnice a dálnice. Z Krkonoš do Prahy se díky nedávno dostavěnémuúseku dálnice D11 mezi Hradcem Králové a Smiřicemi dostanete o pár desítek minut dřív.Vytváříme lepší místa pro život. Jsme největší stavební skupina v České republice.Strana 3
Lepší místo pro životV CÍLI BEZPEČNĚ A DŘÍVEZa společnými zážitky, za prací, na návštěvu nebo na dovolenou. Do všech vašich cílů vásbezpečně a dříve dovedou silnice a dálnice. Z Krkonoš do Prahy se díky nedávno dostavěnémuúseku dálnice D11 mezi Hradcem Králové a Smiřicemi dostanete o pár desítek minut dřív.Vytváříme lepší místa pro život. Jsme největší stavební skupina v České republice.Číslo týdne3 mil.na klimatické vzdělávání vynesl v dm sedmýGiving Friday pro organizaci TEREZA. Pětprocent denního obratu v pátek 29. listopaduve výši 2 846 934 Kč společnost dmzaokrouhlila na rovné tři miliony.MarketéřiBerte už marketing vážněMarketéři se potýkajísnedostatečným vzdělánímaargumenty vůči vedení. Příští rokto bude těžší ipro zkušené.str.4–8Mediální nákupUvažování zadavatelů nadskladbou rozpočtů se měníVysoká inace TV reklamy ovlivňujepráci pro klienty.str.10–11ReklamaNáročný, ale úspěšný rokPro kreativní agentury se rok 2024nesl ve znamení tlaku na efektivitu,ale také mezinárodního uznání.str.16–17MediatypyPropojovat televizní světsdigitálním dává smyslKlesající televize nacházejí synergiesrostoucími digitálními tvůrci.str.28–29MediatypySociální sítě přestávají být sítěmiDominance krátkých videí nebotechnologické inovace. Takový bylrok na sociálních sítích.str.32–33Public relationsKomunikace musí být propojenásvedením firmyVýzvy vPR vrozhovoru komentujePavel Vlček, předseda výkonnéhovýboru asociace ASCOPA.str.40–41Výzkum trhuMarketingový výzkum řeší AIUmělá inteligence je provýzkumníky trendem číslo jedna.Jak daleko se dostali?str.44–45EventyUdržitelnost, gamifikaceapropojování sonline světemPro mnoho agentur adodavatelůse rok 2024 stal jednímznejúspěšnějších.str.50–52SportHokejový šampionát bouraltelevizní sledovanostProvokativní otázka, co je českýnárodní sport, dostala odpověď.str.56–57Tým MAM přejevšem partnerůmačtenářům úspěšnézavršení roku 2024.Volejte 735 707 420objednávejtemam.mam.czPředplaťte si MAM a získejtevstup na všechny akce z cykluForum MediaMarketing&Media|Týdeník okomerční komunikaci|Číslo 5253 vyšlo vpondělí 23.12.2024Ročník XXIV, týdeník|Cena 298Kč|ISSN 12129496, ev. č. MK ČR E 8424Vydavatelem je Forum Media,s.r.o., IČ 06754066, FrantiškaKřížka362/1, 17000 Praha7Šéfredaktorka: Radana Čechová|Redakce: Jakub Křešnička 733691421, PetrŽaloudek725573049,Šimon Hauser 733 274 304|Online a SoMe: Václav Placák|Korektury: Marta ŠvagrováTipy ainformace zasílejte na adresu redakce@mam.cz|Design: StudioMarvil, Zlom: AstronautCreativeLab|Inzerce, obchodní spolupráce amediální partnerství: Jan Pellant 606661077,jan.pellant@mam.cz)|Předplatné adistribuce: predplatne@mam.cz 735707420|Distribuce:Českápošta, Magnet Press Slovakia, Monitor|Tisk:Uniprint|Digitální verze MAM je provozovánanaTriobo, www.triobo.com. Jakékoliv užití ašíření obsahu časopisu ivjiném jazyce než včeskémjebez písemného svolení vydavatele zakázáno.InzerceMARKETING & MEDIAStrana 4
Radana ČechováiStockMnohým marketérům, kteří se museli letos vypořádatsřadou výzev, stále stojí vcestě nedostatečné vzdělánívoboru asním související absence relevantních argumentůvůči vedení. Příští rok ještě přituhne. Sprokazováním svéhodnoty se budou muset prát izkušení.Berte už marketingvážně4 5Téma čísla: Jaký rok prožili ředitelé marketingu MarketéřiStrana 5
Pro mnohé marketéry byl tento rokve znamení změn. Podle odpovědí naotázku, jak by charakterizovali uply-nulý rok slovem nebo větou, to vypadá,že „změna“ je nový buzzword. HanaKovářová, šéa marketingu Komerč-ní banky, má pocit, že se nacházímevobdobí celkem zásadní transformace,kdy se náš obor mění doslova předočima. „AI výrazně ovlivňuje způsobpráce, dynamicky se mění algoritmydigitálních platforem, je kladen většídůraz na efektivitu podloženou daty(evidence based marketing) amění seilegislativa — zejména ta, upravující uží-vání sociálních sítí mladistvými,“ říkáKovářová, podle níž dochází knovémuvymezování pravidel aredenovánícelého prostředí.Rok plný nových věcí to byl iproMichala Vodáka, marketingového ředi-tele kosmetické e -commerce jedničkyNotino. „Možná je to klišé, ale pro měto byl rok změn. Dvou zásadních změn,které mi ukázaly, že není všechno tak,jak si myslím. První, která mi — možnástrochou nadsázky — obrátila svět vzhů-ru nohama, bylo zavedení Google Ana-lytics 4. Atou druhou pro mě byl nástupdo Notina,“ řekl MAM Michal Vodák.Elektronického obchodu se změnydotkly výrazně. Google zásadně přepra-coval stránky svýsledky vyhledávání,klade větší důraz na nákupní kartyaAI -generované přehledy. Zavedlo se„hodnocení obchodů“ na základě recen-zí, klade se důraz na sběr uživatelskýchrecenzí avyužití „social proofs“jakokonkurenční výhody. Takže výsledkemje, že rmy mají méně prostoru probudování povědomí označce přes vyhle-dávání. Ahlavním rozlišovacím fakto-rem se vtomto prostředí stává cena.Tento stav tlačí značky blíž ksociál-ním sítím jako prostředku kbudovánípovědomí aodlišení se. Platformyjako TikTok, Instagram aPinterest sestávají klíčovými nástroji pro objevová-ní produktů, zejména mezi mladšímigeneracemi.Spre-testy ibez„Kdybych měla hodnotit rok 2024zpohledu Datartu jedním slovem, pakby to bylo slovo ‚změna‘, ať už vnovékreativě, nové agentuře, či změněznačky Electro World na Datart,“otevírá téma Lenka Mastešová, ředi-telka marketingu řetězce, který letosradikálně přetvořil svou komunikaciaktomuto kroku se dokonce odvážilbez pre -testů (více vrozhovoru vMAM40/2024).Ale právě pre -testům se loni doceladařilo. Konečně to vypadá, že je trhnevnímá jako sprosté slovo, ačkolizadavatelé akreativci ještě zdalekavtéto oblasti nedošli kjednoznačnémumírovému řešení. Kvalita samotnýchtestů se postupně zvyšuje aspolečněsnižší cenou se zdá, že konečně bylynalezeny argumenty pro jejich zastou-pení, coby pevné součásti efektivníhomarketingového mixu. Jsme vtom uždokonce tak daleko, že ivminulostihlasitý skeptik vůči pre -testům MarkRitson se pro Marketing Week nechalslyšet, že je tato praxe jasnou volbou.„Pokud věříte, že stanovení cen nebovývoj produktů lze podpořit spotřebi-telským výzkumem, proč byste si totéžnemysleli oreklamě?“Hana KovářováKomerční bankaNacházímese v obdobícelkem zásadnítransformace, kdyse náš obor měnídoslova předočima.MARKETING & MEDIAStrana 6
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Obsah
Tým MAM přeje všem partnerům a čtenářům úspěšné završení roku 2024.
Marketéři
Berte už marketing vážně
Marketéři se potýkají s nedostatečným vzděláním a argumenty vůči vedení. Příští rok to bude těžší i pro zkušené.
str. 4–8
Mediální nákup
Uvažování zadavatelů nad skladbou rozpočtů se mění
Vysoká inflace TV reklamy ovlivňuje práci pro klienty.
str. 10–11
Reklama
Náročný, ale úspěšný rok
Pro kreativní agentury se rok 2024 nesl ve znamení tlaku na efektivitu, ale také mezinárodního uznání.
str. 16–17
Mediatypy
Propojovat televizní svět s digitálním dává smysl
Klesající televize nacházejí synergie s rostoucími digitálními tvůrci.
str. 28–29
Mediatypy
Sociální sítě přestávají být sítěmi
Dominance krátkých videí nebo technologické inovace. Takový byl rok na sociálních sítích.
str. 32–33
Public relations
Komunikace musí být propojená s vedením firmy
Výzvy v PR v rozhovoru komentuje Pavel Vlček, předseda výkonného výboru asociace ASCOPA.
str. 40–41
Výzkum trhu
Marketingový výzkum řeší AI
Umělá inteligence je pro výzkumníky trendem číslo jedna. Jak daleko se dostali?
str. 44–45
Eventy
Udržitelnost, gamifikace a propojování s online světem
Pro mnoho agentur a dodavatelů se rok 2024 stal jedním z nejúspěšnějších.
str. 50–52
Sport
Hokejový šampionát boural televizní sledovanost
Provokativní otázka, co je český národní sport, dostala odpověď.
str. 56–57
Berte už marketing vážně
Výzkum marketérů: okno do duše oboru
Rozpočty pod tlakem
Uvažování zadavatelů nad skladbou rozpočtů se mění
Krátkozrakost a taktika vítězí na úkor strategie
Do mediálních tendrů se promítá vyprodanost TV
Revoluční změna v shopper marketingu
Náročný, ale úspěšný rok
Reklamní branže prochází kompletní změnou
Agenturní personální škatulata
Model agenturního odměňování se změníOndřej
Nejoceňovanější kampaně letošního roku
MAM Souboj spotů má finalisty druhého ročníku
Témata roku 2025: konzistence i práce s daty
Vytvářejme prostředí, kde kreativita vzkvétá
Technologické trendy roku 2025 podle Teads
Propojovat televizní svět s digitálním dává smysl
S cookies zůstaly i starosti, jak začít cílit bez nich
Sociální sítě přestávají být sítěmi
Z povinné registrace influencerů nejspíš sejde
Digitalizace a 3D inovace mění venkovní reklamu
Kdo si rozebral čtenáře Lidových novin?
Na online jako distribuční platformu nelze rezignovat
Komunikační trh nudou rozhodně netrpí
Komunikace musí být propojená s vedením firmy
Technologie a udržitelnost mění PR v Česku i ve světě
Oslovíme zákazníky novým způsobem
První na trhu díky spolupráci značek
Marketingový výzkum řeší využití umělé inteligence
Jazykový model za nás report nenapíše
Díváme se vpřed
Nejúspěšnější rok pro eventový byznys
Co zaznělo na Foru Media?
MAM akce v letošním roce
Hokejový šampionát boural televizní sledovanost
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