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?
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. …„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. Beauty No. 2
Meje med mediji se brišejo…
Performance Marketing
New Clien/Agency Ecosystem
Programmatic Marketing
Real-Time bidding
15. Beauty No. 3
„Big data“ ima v krvi…
Customer Centricity
CRM, Campaign Management
ELP, Social Media Analytics
Behavior Analytics
Predictive analytics
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. Beauty No. 4
Idealna platforma za komplementarne poslovne modele tudi
zunaj t.i. digital convergence…
Telco
Electronics
IT, Internet
Media, Entertainment
18. Beauty No. 5
„Disruptive innovation“ je sestavni del Digital DNK zapisa…
http://www.youtube.com/watch?v=neShgTczCM0
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)
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. Digital je z letom 2009 postal konvergenčna
točka tudi na področju svetovanja
Vir: FEACO, 2012
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)
37. Slovenija je trg, ki napreduje… navzdol
Vir: IAB Europe Adex benchmark 2013
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. 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. 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 SLOVENIJA
SIMOBIL
12 MEDIA
BEIERSDORF
LOTERIJA SLOVENIJE
POŠTA SLOVENIJE
PORSCHE SLOVENIJA
ZAVAROVALNICA TRIGLAV
CITROEN SLOVENIJA
MERCATOR
SPAR SLOVENIJA
ADRIATIC & SLOVENICA
OPEL SOUTHEAST EUROPE
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. „And Now for Something
Completely Different“
Monty Python's Flying Circus, 1971
54. Imamo SLO start-ups, digital v duši…
http://www.silicongardens.si/ecosystem2013/
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