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Digitalna SlovenijaSašo Dimitrievski
Pristop skupina
Sem se vprašal…Ali in kam nam izginja digital budget?
Ali sploh obstaja v Sloveniji tak pojem - digital budget?
Ali marketingarji res razumejo, kaj je digital?
Ali strokovnjaki za digitalni marketing res razumejo marketingarje?
Ali marketingarji razumejo marketing?
Ali strokovnjaki za digitalni marketing razumejo digitalni marketing?
Ali bomo sploh doživeli funkcijo CDO (Chief Digital Officer) v Sloveniji?
Ali res »politika« kroji razvoj digitalnega marketinga?
Ali je res, da je večina start-upov digital-oriented?
Ali to pomeni, da smo digitalni raj na Zemlji?
Socialnomics 2014 by Erik Qualman
http://www.youtube.com/watch?v=zxpa4dNVd3c
Stabilna rast online oglaševanja
Vir: IAB Europe Adex benchmark 2013
Kriza ni vplivala na online
Vir: IAB Europe Adex benchmark 2013
Online napada TV
Vir: IAB Europe Adex benchmark 2013
Video, gibalo rasti
Vir: IAB Europe Adex benchmark 2013
Do leta 2020 2bn povezanih naprav
Vir: IAB Europe Adex benchmark 2013
Digital je lep!
Najlepši: Trendi v marketingu so digital trendi, že po difoltu!
Beauty No. 1
Digital funkcionira le kot marketing in komunikacijska platforma, „kampanja“ pa je le njen sestavni del.
MultichannelEngagement
Branded Content & Services
…„campaign is the end product of the creative process, fine-tuned and finished before it goes out of the door; concept, realised. Media, bought. Backs turned. A project, on the other hand, is the beginning of something, not the end. It relies on engagement, feedback and input…“
Vir: Contagious Magazine, 2011
Beauty No. 2
Meje med mediji se brišejo…
Performance MarketingNew Clien/Agency Ecosystem
Programmatic MarketingReal-Time bidding
Brišejo jih digitalne marketing platforme
Vir: Third Door Media, 2014
Beauty No. 3
„Big data“ ima v krvi…
Customer CentricityCRM, Campaign Management
ELP, Social Media AnalyticsBehavior Analytics Predictive analytics
„Data is the voice of your customer. Data is effectively a record of an action someone in your community performed, which represents a decision they made about what to do (or not) with your product. Data scientists can translate those decisions to stories that others can understand.“
Riley Newman, VentureBeat, 2014
Beauty No. 4
Idealna platforma za komplementarne poslovne modele tudi zunaj t.i. digital convergence…
TelcoElectronics
IT, Internet Media, Entertainment
Beauty No. 5
„Disruptive innovation“ je sestavni del Digital DNK zapisa…
http://www.youtube.com/watch?v=neShgTczCM0
Disruptive marketing
Disruptive = doing things differently: challenges/shakes the industry Marketing = getting customers: revenue generating Disruptive Marketing = new methods to disrupt the normal way your industry gets to custsomers
Robert C. (komentar na LinkedIn)
Lepe komunikacijske zgodbe…
O2, Be more dog, VCCP, 2013
http://www.youtube.com/watch?v=_U21lrqnjOQ http://www.youtube.com/watch?v=GtBDiBAaeig
Oreo Daily Twist, 360i, 2013
http://www.youtube.com/watch?v=ZDSc0V3AEnk
Volkswagen SmileDrive, 2013
Made by:Deutsch LAGrowUse All FiveGoogle
http://www.youtube.com/watch?v=ImFY-lSkCSM
Fiat Abarth 500, SapientNitro, 2012…
http://www.youtube.com/watch?v=HrdKr-p3fWc
http://www.youtube.com/watch?v=ywmtrrFf4xo
Iron Sky, Blind Spot, 2011
http://www.youtube.com/watch?v=nLRcUcg2TUIhttp://www.youtube.com/watch?v=gwJH_vuVDJ4
The Blair Witch Project, Darnell Works Agency, 1999
http://www.youtube.com/watch?v=zuyIZhSlhj0
Ampak, ne smemo pozabiti na Beauty No.
6
Beauty No. 6
Z okupacijo E-commerce je digital okupiral marketing v celoti,
naredil je invazijo na vseh 4P-jev.
Digi agencije razvijajo poslovno svetovanje
Vir: Third Door Media, 2014
Niso pa edini igralci
Deloitte Digital ATKearney Digital BusinessMcKinsey Digital MarketingAccenture DigitalSAS Digital MarketingIBM Interactive Experience
Vir: Deloitte Digital, 2014
Digital je z letom 2009 postal konvergenčna točka tudi na področju svetovanja
Vir: FEACO, 2012
'Chief Digital Officer' is the next hot executive title (Gartner, 2012)25 % vseh organizacij bodo do leta 2015 imeli Chief Digital Officer na ravni C-level. (Najava na Gartner Symposium/iTxpo 2012)
"The Chief Digital Officer will prove to be the most exciting strategic role in the decade ahead, and IT leaders have the opportunity to be the leaders who will define it...
The Chief Digital Officer plays in the place where the enterprise meets the customer, where the revenue is generated and the mission accomplished. They’re in charge of the digital business strategy. That’s a long way from running back office IT, and it’s full of opportunity.„ (David Willis, vice president and analyst at Gartner)
RCS Mediagroup ima CDO
Na RCS Media je digital nosilec razvoja
Potem pa digitalni
Mordor v Sloveniji…
Slovenija je… mali trg
Vir: IAB Europe Adex benchmark 2013
Slovenija je trg, ki napreduje… navzdol
Vir: IAB Europe Adex benchmark 2013
Delež investicij po tipu medija, digiSLO=4%
2008
2009
2010
2011
2012
2013
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
32%
28%
25%
23%
20%
15%
4%
4%
4%
5%
4%
4%
7%
7%
4%
4%
6%
5%
57%
61%
67%
67%
67%
71%
3%
3%
tisk digitalno kino ooh radio tv
Vir: Mediana IBO
Internetne investicije• Investicije so po 2011 padle
• V 2012 in 2013 se držijo približno na isti ravni• Bruto investicije niso realni odraz neto
investicij• Trend v video oglaševanju kot podpori TV
oglaševanja
• Obstaja več omejitev in pomislekov glede merjenja spletnih investicij• Medijske hiše same dostavljajo podatke• Vse spletne strani niso vključene v
poročilo • Merjene so le investicije slovenskih
portalov• Merjeno je le t.i. display oglaševanje, za
vse ostale oblike podatkov ni na voljo
2008 2009 2010 2011 2012 2013 - €
5,000,000 €
10,000,000 €
15,000,000 €
20,000,000 €
25,000,000 €
30,000,000 €
35,000,000 €
18,4
39,6
57 €
18,4
72,3
27 €
23,7
57,6
73 €
31,1
85,7
80 €
26,2
43,0
83 €
28,1
00,2
25 €
Vir: Pristop Media, TGI Mediana, NRB Mediana, Ipsos Media Puls, Mediana IBO in drugo
Največji oglaševalciStoritve so največja kategorija na spletu, kjer pa investicije padajo, medtem ko je pri večini ostalih kategorijah opazna rast (največja tekstil, avtomobilizem, gospodinjski pripomočki).
TELEKOM SLOVENIJE
RENAULT NISSAN SLOVENIJA
SIMOBIL
12 MEDIA
BEIERSDORF
LOTERIJA SLOVENIJE
POŠTA SLOVENIJE
PORSCHE SLOVENIJA
ZAVAROVALNICA TRIGLAV
CITROEN SLOVENIJA
MERCATOR
SPAR SLOVENIJA
ADRIATIC & SLOVENICA
OPEL SOUTHEAST EUROPE
KMAG
1.000.000 2.000.000
Top oglaševalciBrez TV prodaje, najdijevih ključnih besed in
samopromocije medijev
2010 2011 2012 2013
avtomobilizem
naprave in pripomočki v gospodinjstvu
prehrana in poživila
tekstil in oblačila
trgovina
Spletne investicije po kategorijah
2010 2011 2012 2013 Vir: Pristop Media, TGI Mediana, NRB Mediana, Ipsos Media Puls, Mediana IBO in drugo
„And Now for Something Completely Different“
Monty Python's Flying Circus, 1971
Je Kotler upošteval Slovenijo?
Vir: Pristop Mindwideopen 2014
V digitalni dobi?
Vir: Pristop Mindwideopen 2014
Engagement naj bi bil trend? Neee…
Vir: Pristop Mindwideopen 2014
Ali je možno, da smo marketingarji v SLO introvertni?
Vir: Pristop Mindwideopen 2014
Ali res obvladamo spletni marketing?
Vir: Pristop Mindwideopen 2014
DigiSLO proračun, 14%
Vir: Pristop Mindwideopen 2014
Nadrejeni zahtevajo merjenje investicije v marketing?
Vir: Pristop Mindwideopen 2014
Nekaj merimo, marsičesa NE merimo
Vir: Pristop Mindwideopen 2014
Seveda, pričakujemo zvestobo
Vir: Pristop Mindwideopen 2014
Z optimizmom…„Creativity is a mix of science and art“, Juan
Morales, SapientNitro
Digital brilijira v kombinaciji vseh 4P-jev
Vir: Pristop Mindwideopen 2014
Strokovni digital dvigne celotni strokovni nivo marketinga
Vir: Pristop Mindwideopen 2014
Imamo SLO start-ups, digital v duši…
http://www.silicongardens.si/ecosystem2013/
„FORGET BANKS, WE CAN DO THIS!“http://www.silicongardens.si/ecosystem2013/
The Slovenian startup ecosystem consists of more than 1,400 people in over 150 companies that have raised at least $53 millionin capital and seen $30 million in exits between 2007 and 2013.
“If you hadn't read it in the papers, it doesn't mean it doesn't exist. Slovenian startups are showing strong growth, and they are doing it on their own terms. Globally.”
Aleš Špetič, digital champion of Slovenia
Lepe zgodbe, Bramac strehe
http://www.youtube.com/watch?v=ffhrfK9XONo
Lepe zgodbe, TViN
http://www.youtube.com/watch?v=0TYOiHGNASc
Lepe zgodbe, Itak VEN
https://www.youtube.com/playlist?list=PLbU4CaZtjhw1lu3BDKtn-rhZph1_mplyz
Lepa zgodba, ki se je začela, Nosečka MG
https://sl-si.facebook.com/nosecka.mg
