11/03/2017

“Za dobru kampanju vam ne treba recept, već inovacija”

Sve više hrvatskih tvrtki razumije potrebu za inovativnošću, uvjeren je Runje. Davor Runje iz agencije Drap, uoči konferencije Digital Takeover u organizaciji 24sata, komentira stanje u digitalnom oglašavanju na našem tržištu te otkriva zašto je po njemu Hrvatska u prednosti iako smo malo tržište te što je potrebno da bi 'preživjeli' novo doba.
Davor Runje

Svima je jasno da se bez digitalnog oglašavanja više neće moći. Koji je po vama ‘recept’ za uspješnu digitalnu kampanju?

Mislim da to nije pitanje recepta, već određenog pristupa problemu. Tehnologija se vrlo brzo razvija, vaši potrošači spremno prate taj razvoj i ako želite prekopirati uspješnu kampanju od prije godinu ili dvije, lako vam se može dogoditi da vaši rezultati ne budu ni blizu originalnih. S druge strane, možete prihvatiti te promjene kako se događaju i raditi inovativne stvari i moje iskustvo je da ćete tako puno više postići. Zaboravite što je bilo lani, pogledajte što je novo danas i kako to možete upotrijebiti za svoje poslovanje.

Pratimo li inovacije u oglašavanju i koji su po vama hrvatski brendovi spremniji na eksperimentiranje u odnosu na druge? Možemo li si to uopće dopustiti s obzirom na malo tržište?

Sve više hrvatskih tvrtki razumije potrebu za inovativnošću. Čak bih rekao da je trenutno teže na tržištu naći agencije koje imaju dovoljni ljudski i tehnički potencijal da naprave nešto inovativno, nego pronaći klijente koji žele inovativnost. Veličina je zapravo naša velika prednost jer je puno lakše provoditi eksperimente na malim tržištima. Uz veličine ide i tromost i mi sigurno možemo biti puno agilniji i brži u prihvaćanju novih tehnologija.

Mnogi digitalnu transformaciju nazivaju četvrtom industrijskom revolucijom. Digitalne vještine postale su nezaobilazne pri zapošljavanju i traže od tvrtki potpunu promjenu poslovnog modela. Kako su tvrtke u Hrvatskoj pripremljene, educirane i spremne na to? Radimo li kao društvo na razvijanju digitalne transformacije? 

Promjene mogu biti prilika ili zamka, ovisi o tome kako se postavite prema tome. Internet je u Hrvatskoj dostupan nekih dvadesetak godina, a društvene mreže desetak. Ono što se danas naziva digitalna transformacija je zapravo tehnološka, a specifičnost joj je brzina. Nekada ste mogli provesti radni vijek ignorirajući sve novosti koje su se dogodile nakon vašeg djetinjstva, ali danas više nemate taj luksuz. Učenje novog postaje najvažnija vještina preživljanja novog doba.

Top trendovi u digitalu za 2017.?

Dominantan trend u 2017. bit će široka primjena strojnog učenja, prije svega tehnike zvane duboko učenje, u širokom rasponu industrija. Tehnologija i znanost su napravili veliki korak u umjetnoj inteligenciji zadnjih nekoliko godina i sad je došao trenutak da se taj napredak primijeni u praksi. Utrka za dominaciju u ovom području je uvelike krenula, a velikani kao što su Google, Facebook, Amazon, Microsoft i IBM su se pozicionirali na čelu duge kolone. Uzbudljiva vremena su pred nama.

Više o ovim temama saznajte na konferenciji Digital Takeover u organizaciji 24sata, koja se održava u Zagrebu 14. ožujka.

 

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