Prima zi la Strategii media

Strategii media 2010, eveniment organizat de SMARK pentru oamenii de marketing si publicitate.

Concluziile primei zile se pot rezuma astfel:

–           consumatorii si-au schimbat radical comportamentul de consum, si sunt slabe sanse ca acesta sa revina la ce a fost. Majoritatea a inteles ca banii au o valoare, iar procesul de achizitie a devenit mai rational decat inainte.  70% dintre respondent sunt de parere ca nu isi vor schimba noile comportamente de consum

–          Cinema-ul este un mediu pe care criza nu l-a atins asa cum arata studiile ce indica o crestere de 40% in dreptul vanzarilor de bilete in Romania in 2009 fata de 2008 si o crestere de 12% la nivel european;

–          Este foarte importanta adaptarea strategiei de media la context

–          Puncte cheie in strategia de media: costul absolut, afinitatea, penetrarea, conversia,solutii inovative

–          Ce efecte a avut criza asupra agentiilor media: scaderea bugetelor, a crescut numarul pitch-urilor, utilizarea media de catre consumatorii finali, calitatea cercetarilor a scazut

–           folosirea inovativa a media ar trebui sa aiba ca scop crearea de valoare si utilitate pentru consumator. Astfel, brandurile devin utile, sociale.

In cadrul celor 4 sesiuni, speakerii au vorbi despre:

1. New changes in media consumption, Excellence in targeting

Neil Perkin Founder (Founder, Only Dead Fish)

Nicki Boswell (Head of research worldwide, Initiative)

Laurentiu Pop (Deputy Managing Director, Httpool Romania)

Victor Stroe (Planning Director, Leo Burnett),

Razvan Capatina (Managing Partner, Business Results)

2. Reinventing media strategies

Dan Balotescu (Managing Partner, Media Investment, The Group)

Cristian Mucichescu (Managing Director, OMD Romania)

Corina Bernschutz (Director inovatie, Starcom)

3. Debate on DOs and DONTs in using online media

Heather LeFevre (Senior International Planner, Tribal DDB si DDB Amsterdam)

Neil Perkin Founder (Founder,  Only Dead Fish)

Duncan Southgate (Director of Global Innovation, Milward Brown)

Adrian Alexandrescu (Managing Director, Interactions)

Doru Panaitescu (Consultant independent si trainer certificat)

Dorin Boerescu (CEO, 2Parale)

Radu Ionescu (Managing director, Kinecto)

Bogdan Nitu (General Manager&Head of Strategy, Webstyler)

4. Measuring media effectiveness

Duncan Southgate (Director of Global Innovation, Milward Brown)

Monica Magureanu (CEO, Euromedia si Beta Cons)

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