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

Hvaladimsa@pristop.si