Data and Creativity for Better Results
Technologies and data enable us to accurately measure importance of each individual communication channel in the ultimate business success

Data and Creativity for Better Results

Jovana Petrović, Head of Regional Connection Planning and Digital at UM Beograd, talked about the meaning and significance of technologies and data for the supplement in Diplomacy & Commerce magazine, Secret Formula of Communication.

We are in a golden age of the industry. Almost the entire world is now wired and connected. In the last 20 years, we’ve seen shift from print, radio, and television to social media and digital formats.

THE SECRET: Which channel works depends on so many factors. Therefore, expertise joined with data and technology is the key today in the overall process of understanding which channelwill work the best.

What will happen with the communication industry?

— The region's industry is a little behind global developments, as digitalization and the use of technology for the purpose of economic development hasn’t been carried out at the level of developed countries. Therefore, the full capacity of digital communication channels is still not visible at the same level in our region. The world of global communications ,will be dominated by the year 2020 with personalized advertising, smart devices connected to the Internet, devices that respond and work with voice control, VR and AR, and various new social media and platforms...

Everything will move in the direction of the personalization of products, services, and good experiences, things that make life easier and simpler. We expect seeing growth of e-commerce in the region, automated buying of advertising space as well as a content explosion. The whole industry is starting to recognize the importance of integrated communications with consumer experiences and devices at the center and interpretation of data as a key to success.

How have campaigns been advertised, and what will future campaigns look like?

— There are fewer and fewer agencies that operate like 5-10 years ago. The experiences that products deliver and sharing of users’ opinions on social media has prompted the entire industry to direct all its expertise into the understanding of the importance of a conversation with consumers, influence and subtle integration of brand stories into their lives. Now we need to understand everything we did 10 years ago plus which groups on social media are most popular, which video platform is the most viewed, which song is most listened to, what are the moments in life of consumers when brands can come in focus and catch the attention. Now more than ever we rely on our international knowledge and expertise, support of a global network, understanding of local circumstances, data, sophisticated tools, creativity and of course great ideas that will grab the attention.

To what extent are companies in Serbia ready to invest in the campaign, in Communication?

— Most of our clients are big international or regional companies present in the region and part of their business strategy is of course promotion and communications with consumers. Agencies today, with the help of data modelling and technology, can more easily than ever understand what is the importance of advertising in relation to business success, which channels are most effective and how they influence sales growth. Therefore, today, more than ever we see and measure clearly the effect of communications on business and this is a great way to demonstrate that communications with consumers are not just an investment but have impact on business and can bring savings in other parts of the business development.

How important is the communication channel and how significant is the expert at the forefront who is leading the whole process?

— Technologies and data enable us to accurately measure importance of each individual communication channel in the ultimate business success. Which channel works depends on so many factors. Therefore, expertise joined with data and technology is the key today in the overall process of understanding which channel will work the best.

How important are awards and how much do they "pave the way" to further success?

— Awards are extremely important part of our business. Being recognized by the professional public is something we are proud of. At this year’s Effie awards UM Belgrade with projects for our clients, was the Most Effective Media Agency in Serbia. Effie confirms that we were doing our job driven by client’s success and that we provide efficient and measurable results to our clients.

The original article is published at: http://e.issuu.com/embed.html#29643152/54348920 (page 29)

I&F McCann Grupa jedan je od vodećih komunikacionih sistema koji 20 godina uspešno posluje u 12 zemlja jugo istočne Evrope i nordijske regije. Naš posvećen tim čini 600 talentovanih profesionalaca, koji svakodnevno sarađuju na integraciji marketinških kampanja, promotivnih aktivnosti, organizaciji događaja, dizajnu, planiranju i zakupu medijskog prostora, PR, produkciji, komunikaciji u oblasti zdravstva, kreiranju TV sadržaja,kao i na svim formama digitalnog marketinga. Agencije koje posluju u okviru I&F McCann Grupe deo su McCann Worldgroup (www.mccannworldgroup.com),jedne od najvećih svetskih agencijskih mreža,osnovane 1902.godine koja posluje u više od 120 zemalja sveta, i u vlasništvu je Interpublic Group (IPG) (www.interpublic.com) sa sedištem u Njujorku.