Marketing festival: Lecture by Michal Pastier

[suchona.kani.z]

So the ideal marketer is a "math physicist" with knowledge of statistics? Hmmm... Fortunately, we still have stories, emotions, and intuitive behavior, things that don't quite correspond to reason, but work surprisingly well.

Michal Pastier , creative director at Zaragoza, showed several examples of how a story can save a brand. The Japanese racecourse Koci, through the "worst" racehorse Haru Urara, was able to convey to people the message of how important it is to never give up . This saved the racecourse and gave it a content and an icon for the campaign for the next 4 years.


We already know another story from our home environment, it is the well-known Kofola campaign with the dog "Dáš si Fofola?". In addition to the interesting creation of the campaign and the character, important overseas chinese in worldwide data insights were also heard regarding the assessment of the experience (with advertising, story). We assess this based on the most intense point in the process and the experience at the end. A good video for the online generation has a good middle and end (peak, end), that is a formula that works.

Ostrava… day two
Marketing festival 2016

The second day was also full of interesting lectures. Again, we could say that an analytical view of marketing collided with an intuitive approach focused on behavior and psychology.

Andrej Pančík , co-founder of Represent.com, is a master at data and marketing automation. For example, he pointed out the problem of automated bidding and overlapping audiences, so be careful not to "outbid" yourself.

Frederick Vallaeys , a personality in the PPC world, worked on the development of AdWords, founded Optmyzr (an AdWords management tool), showed us the world of large automated PPC campaigns . For example, he uses "single keywords campaigns" because of the bidding option, which in combination with all options can be based on up to 160,000 types of bidding for one keyword! He mentioned the "Google predictive API", thanks to which you can adjust bidding according to the weather, stock market results or sports matches. By the way, he recommended automatically increasing bidding by 10% in bad weather. He found it useful to use a dynamically generated headline for ads (ETA), which copies the query entered by the user; such ads had a higher CTR than the original.