The aim of this networking event is primarily to offer
an alternative to the large number of different conferences and training courses that have
proliferated in recent years. This was also the spirit
of the opening words of Tomáš Jindříšek, the main guide and commentator of the expert panel
discussion.
The opening words were followed by a very energetic, fresh and, I would say
, entertainingly informative presentation by Jaroslav Haž , digital manager at
Jan Becher – Pernod Ricard . The main thing he wanted to convey
and hammer into our agencies' heads was one word: "education" . Education of our clients, i.e.
marketers of companies and their bosses.
The next person to present was Ivana Giardi,
who works at the Czech branch of Google in linkedin database Prague as an agency business
manager. It is clear that Google really tries to ensure that their
clients have accurate figures on the effectiveness of each campaign and its real impact on the business.
This was confirmed in the second part of the presentation, which focused on the current
situation in the field of mobile devices, the number of accesses (currently
in the range of 7-10% of the total number) and, above all, their future.
I must underline her words that thanks to the use of mobile connections
, users will in the future decide on purchases in a brick-and-mortar branch in real time, i.e. with the help of reviews from other users and their satisfaction.
Then came the panel discussion , which was attended by both
speakers, as well as Robert Hass (co-founder of the Symbio agency), Petr Kleiner
(marketing director of ČSOB Pojišťovna), Michal Popelář (director of the
Wunderman Interactive agency) and David Martinásek (externalist of digital activities at Škoda
Auto).
The discussion was conducted at an informal, relaxed pace and tried to
complement the topics raised by both speakers. The basic point of contention
arose from the perspective of the relationship between emotions and the budget of each campaign.