ANDREJA ZADNIK ANDOLJŠEK, MARKETING COMMUNICATION DIRECTOR, MERCATOR SLOVENIA
VIKTORIJA RADOJEVIĆ MAVRIČ, EXECUTIVE MARKETING DIRECTOR, MERCATOR
Reading declarations on articles and frequency of visits to different retailers.
CULTURE! While the economy is doing far better than five years ago, the FMCG sector, which we are part of, is also recording strong growth, even above the European average. Though there are some differences between Slovenia, Serbia, Bosnia and Herzegovina, Croatia and Montenegro as all these countries posses divergent cultures, consumer behaviors and structures of retail markets. What I learnt is that if we want to win in all markets we are part of, we need to be the best player in the market when it comes to creating values for all interested parties – customers, employees and communities. When this is well done, the path to sustainable growth is guaranteed.
In the Adriatic region from a cost-effectiveness perspective, certainly television.
It is impossible to subjectively answer to this question as data gives the most reliable view.
A lot depends on the message, its purpose and target group, to whom we convey the message. This is why different marketing channels even exists.
However, common to all is that television is still the strongest medium. From my point of view, we can only speak about the growth of other marketing channels, which will definitely not replace television for some more time.
I would rather say that a nation’s culture influences marketing communication and creative expression. Culture and advertising as a way of communication are deeply intertwined, communication is actually an expression of culture. Cultural diversity affects marketing and advertising at all levels, from consumer behavior, assumptions about how advertising works, to marketing strategies, advertising concepts and implementations. The values of a nation are usually the cultural element most pronounced in advertising.
People buy stories and they want to buy it from the most authentic storytellers. Surely, the best example right now is influencer marketing. We all forget the fact that people on internet are like fish in tanks. Someone is constantly looking after what are we doing and the whole process has brought influencers into our lives. Today all these social media rules the world instead of advertising. This can be sad sometimes, if we take for example Twitter, which changes governments and creates protests… in the same way it can ruin everything else…
In practice, always an execution.
Idea without great execution is just an idea!
„Out-of-the-box” campaigns tend to attract attention, but have a real short-term effect on brand perception and image and have no specific business impact. Profit-generating activities may seem like a mediocre campaign in this regard, but they are well strategically thought out. In the daily business world, “by the book” takes precedence over “out of the box”.
Great combination of both definitely works out.
Protection of the environment and projects related to this topic.
There has been an explosion of growth in video on social media in recent years. “Story” tool is nowadays available on all popular social media platforms: Facebook, Messenger, Instagram, Snapchat, WhatsApp and YouTube. Not so long ago, Facebook shared a post telling that sharing through Stories surpassed sharing through feeds in 2019. Above all, Stories are popular and effective because users can easily capture their moments, highlights and show them to the audience anywhere and anytime.