Digitalni žarek za medijske zakupnike v oblakih

Digitalizacija neustavljivo spreminja tržno komuniciranje. Ukvarjamo se z večsmerno komunikacijo. Interakcije so merljive, analitične podatke pa s programsko opremo povezujemo s sistemi za posredovanje vsebin. Razvoj »inteligentnih« sistemov, ki v realnem času

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ki bodo oglaševano v določenem časovnem obdobju tudi kupili in za doseg teh uporabnikov smo pripravljeni tudi plačati. Kako naj se danes sploh še znajdemo v tako kompleksni in zapleteni medijski krajini?


Si lahko zamislite, koliko medijskih načrtovalcev, pogajalcev in drugega osebja bi potreboval recimo Google, če bi njegova mreža delovala po principu »ročnega« dela z mediji? Milijoni spletnih medijev in mobilnih aplikacij, naročilnice, exceli, fakture, pošiljanje oglasov in merilnih kod po mailih ali kako že? To ni mogoče niti

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v teoriji, da o cenovni učinkovitosti tega početja sploh ni vredno razpravljati, pa se verjetno strinjamo vsi.

V odnosu z mediji so zmagali informatiki in matematiki. Le matematični modeli s pomočjo informacijske tehnologije lahko delijo denar med spletne medije na način, ki uresničuje trženjske cilje. Danes ne kupujemo več oglasnih površin na spletnih medijih. Kupujemo skupek tehnološke, medijske in analitične rešitve v oblaku. V Sloveniji se ukvarjamo z nekaj sto spletnimi mediji in dobrim milijonom in dvesto tisoč uporabniki. Številke res niso velike, a to še ne pomeni, da nosim manjšo odgovornost za razmerje med investicijo in izplenom.

DataXu – 2012 Digital Marketing 2.0 Study

Če se postavim v kožo tržnika, ki mu je mar za to, kako učinkovito investirati v trženje, je na mestu vprašanje: Kdo, na kakšen način in s kakšnimi orodji danes upravlja z mojimi sredstvi, namenjenimi zakupu digitalnih medijev? Prepričan sem, da bomo nekaj odgovorov na takšna in podobna vprašanja dobili tudi na Diggitu.

Simon Cetin, partner v podjetju iPROM

2 thoughts on “Digitalni žarek za medijske zakupnike v oblakih

  1. Zelo pomembno bi bilo, da se marketinški strokovnjaki čimpreje naučijo programirati za splet. Ker bi na ta način izvedeli da 1000 plačanih prikazov ne pomeni nujno 1000 dejansko izvedenih, predvsem pa, zakaj je tako. Od leta 2006 naprej prevladuje cpc zakup, za to je več razlogov, en je boljši učinek, merljiv z ROI, drug pa validacija oglaševanja, ki za prikazno oglaševanje na spletu ne more delovati (ni tehnično izvedljivo natančno merjenje dejanskih prikazov). To je izhodišče, ki na dolgi rok pripelje do spoznanja, da internet ni toliko medij, kot orodje (uporabniško). Ta namen je v internetu vgrajen in je njegov sestavni del od samega začetka. To je tudi razlog, zakaj je internet v resnici zelo slab ‘storytelling’ medij – ker ni le medij, ampak predvsem orodje, ki ga poganja faktografična filozofija. ps. ne prodajajte prijateljev.

  2. Menim, da je problem drugje – v tujini lepo deluje CPA advertising. Torej Cost Per Action – in kot oglaševalec npr. partnerskega programa dobiš plačano le, če je uporabnik izvedel akcijo na pristajalni strani. No, to bi slovenske oglaševalske agencije precej hitreje navadilo na spletno oglaševanje, ker je pri CPA potrebno vse za učinkovito akcijo (dober oglas, odlična pristajalna stran, močan klic k akciji).

    Tudi oglaševalsko agencijo bi naročnik plačal le glede na odstotek izvedenih akcij – potem bi se zares potrudile in že v začetku kampanje začele s “split testi” (ko že tako vsi govorijo, kako je potrebno optimizirati kampanjo). Sem pa prejšnji teden poslušal nek spletinar. Zelo rad bi spoznal slovensko agencijo, ki z medijskim zakupom in PPC oglaševanjem zasluži (zase ali naročnika) 50.000 USD ali več na dan.

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