Sašo Dimitrievski (Pristop): Digitalna Slovenija 2014

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Sašo Dimitrievski (Pristop): Digitalna Slovenija 2014

  1. 1. Digitalna Slovenija Sašo Dimitrievski Pristop skupina
  2. 2. 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?
  3. 3. Socialnomics 2014 by Erik Qualman http://www.youtube.com/watch?v=zxpa4dNVd3c
  4. 4. Stabilna rast online oglaševanja Vir: IAB Europe Adex benchmark 2013
  5. 5. Kriza ni vplivala na online Vir: IAB Europe Adex benchmark 2013
  6. 6. Online napada TV Vir: IAB Europe Adex benchmark 2013
  7. 7. Video, gibalo rasti Vir: IAB Europe Adex benchmark 2013
  8. 8. Do leta 2020 2bn povezanih naprav Vir: IAB Europe Adex benchmark 2013
  9. 9. Digital je lep!
  10. 10. Najlepši: Trendi v marketingu so digital trendi, že po difoltu!
  11. 11. Beauty No. 1 Digital funkcionira le kot marketing in komunikacijska platforma, „kampanja“ pa je le njen sestavni del. Multichannel Engagement Branded Content & Services
  12. 12. …„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
  13. 13. Beauty No. 2 Meje med mediji se brišejo… Performance Marketing New Clien/Agency Ecosystem Programmatic Marketing Real-Time bidding
  14. 14. Brišejo jih digitalne marketing platforme Vir: Third Door Media, 2014
  15. 15. Beauty No. 3 „Big data“ ima v krvi… Customer Centricity CRM, Campaign Management ELP, Social Media Analytics Behavior Analytics Predictive analytics
  16. 16. „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
  17. 17. Beauty No. 4 Idealna platforma za komplementarne poslovne modele tudi zunaj t.i. digital convergence… Telco Electronics IT, Internet Media, Entertainment
  18. 18. Beauty No. 5 „Disruptive innovation“ je sestavni del Digital DNK zapisa… http://www.youtube.com/watch?v=neShgTczCM0
  19. 19. 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)
  20. 20. Lepe komunikacijske zgodbe…
  21. 21. O2, Be more dog, VCCP, 2013 http://www.youtube.com/watch?v=_U21lrqnjOQ http://www.youtube.com/watch?v=GtBDiBAaeig
  22. 22. Oreo Daily Twist, 360i, 2013 http://www.youtube.com/watch?v=ZDSc0V3AEnk
  23. 23. Volkswagen SmileDrive, 2013 Made by: Deutsch LA Grow Use All Five Google http://www.youtube.com/watch?v=ImFY-lSkCSM
  24. 24. Fiat Abarth 500, SapientNitro, 2012… http://www.youtube.com/watch?v=HrdKr-p3fWc http://www.youtube.com/watch?v=ywmtrrFf4xo
  25. 25. Iron Sky, Blind Spot, 2011 http://www.youtube.com/watch?v=nLRcUcg2TUI http://www.youtube.com/watch?v=gwJH_vuVDJ4
  26. 26. The Blair Witch Project, Darnell Works Agency, 1999 http://www.youtube.com/watch?v=zuyIZhSlhj0
  27. 27. Ampak, ne smemo pozabiti na Beauty No. 6
  28. 28. Beauty No. 6 Z okupacijo E-commerce je digital okupiral marketing v celoti, naredil je invazijo na vseh 4P-jev.
  29. 29. Digi agencije razvijajo poslovno svetovanje Vir: Third Door Media, 2014
  30. 30. Niso pa edini igralci Deloitte Digital ATKearney Digital Business McKinsey Digital Marketing Accenture Digital SAS Digital Marketing IBM Interactive Experience Vir: Deloitte Digital, 2014
  31. 31. Digital je z letom 2009 postal konvergenčna točka tudi na področju svetovanja Vir: FEACO, 2012
  32. 32. '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)
  33. 33. RCS Mediagroup ima CDO
  34. 34. Na RCS Media je digital nosilec razvoja
  35. 35. Potem pa digitalni Mordor v Sloveniji…
  36. 36. Slovenija je… mali trg Vir: IAB Europe Adex benchmark 2013
  37. 37. Slovenija je trg, ki napreduje… navzdol Vir: IAB Europe Adex benchmark 2013
  38. 38. Delež investicij po tipu medija, digiSLO=4% 32% 28% 25% 23% 20% 15% 4% 4% 4% 5% 4% 4% 7% 7% 4% 4% 6% 5% 3% 3% 57% 61% 67% 67% 67% 71% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008 2009 2010 2011 2012 2013 tisk digitalno kino ooh radio tv Vir: Mediana IBO
  39. 39. 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 18,439,657€ 18,472,327€ 23,757,673€ 31,185,780€ 26,243,083€ 28,100,225€ - € 5,000,000 € 10,000,000 € 15,000,000 € 20,000,000 € 25,000,000 € 30,000,000 € 35,000,000 € 2008 2009 2010 2011 2012 2013 Vir: Pristop Media, TGI Mediana, NRB Mediana, Ipsos Media Puls, Mediana IBO in drugo
  40. 40. Največji oglaševalci Storitve so največja kategorija na spletu, kjer pa investicije padajo, medtem ko je pri večini ostalih kategorijah opazna rast (največja tekstil, avtomobilizem, gospodinjski pripomočki). 1,000,000 2,000,000 TELEKOM SLOVENIJE RENAULT NISSAN… SIMOBIL 12 MEDIA BEIERSDORF LOTERIJA SLOVENIJE POŠTA SLOVENIJE PORSCHE SLOVENIJA ZAVAROVALNICA TRIGLAV CITROEN SLOVENIJA MERCATOR SPAR SLOVENIJA ADRIATIC & SLOVENICA OPEL SOUTHEAST… KMAG Top oglaševalci Brez TV prodaje, najdijevih ključnih besed in samopromocije medijev 2010 2011 2012 2013 avtomobilizem čistilna sredstva naprave in pripomočki v… posebni izdelki prehrana in poživila storitve tekstil in oblačila telekomunikacije trgovina zdravje in… 4,000,000 8,000,000 Spletne investicije po kategorijah 2010 2011 2012 2013 Vir: Pristop Media, TGI Mediana, NRB Mediana, Ipsos Media Puls, Mediana IBO in drugo
  41. 41. „And Now for Something Completely Different“ Monty Python's Flying Circus, 1971
  42. 42. Je Kotler upošteval Slovenijo? Vir: Pristop Mindwideopen 2014
  43. 43. V digitalni dobi? Vir: Pristop Mindwideopen 2014
  44. 44. Engagement naj bi bil trend? Neee… Vir: Pristop Mindwideopen 2014
  45. 45. Ali je možno, da smo marketingarji v SLO introvertni? Vir: Pristop Mindwideopen 2014
  46. 46. Ali res obvladamo spletni marketing? Vir: Pristop Mindwideopen 2014
  47. 47. DigiSLO proračun, 14% Vir: Pristop Mindwideopen 2014
  48. 48. Nadrejeni zahtevajo merjenje investicije v marketing? Vir: Pristop Mindwideopen 2014
  49. 49. Nekaj merimo, marsičesa NE merimo Vir: Pristop Mindwideopen 2014
  50. 50. Seveda, pričakujemo zvestobo Vir: Pristop Mindwideopen 2014
  51. 51. Z optimizmom… „Creativity is a mix of science and art“, Juan Morales, SapientNitro
  52. 52. Digital brilijira v kombinaciji vseh 4P-jev Vir: Pristop Mindwideopen 2014
  53. 53. Strokovni digital dvigne celotni strokovni nivo marketinga Vir: Pristop Mindwideopen 2014
  54. 54. Imamo SLO start-ups, digital v duši… http://www.silicongardens.si/ecosystem2013/
  55. 55. „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
  56. 56. Lepe zgodbe, Bramac strehe http://www.youtube.com/watch?v=ffhrfK9XONo
  57. 57. Lepe zgodbe, TViN http://www.youtube.com/watch?v=0TYOiHGNASc
  58. 58. Lepe zgodbe, Itak VEN https://www.youtube.com/playlist?list=PLbU4CaZtjhw1lu3BDKtn-rhZph1_mplyz
  59. 59. Lepa zgodba, ki se je začela, Nosečka MG https://sl-si.facebook.com/nosecka.mg
  60. 60. Hvala dimsa@pristop.si

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