Page 94 - Ekonomija i Biznis_noemvri 2016.indd

РDУIGБITРAИLКCАOMMUNICATIONS
AllWeb – bravely steps into
two new directions
This year AllWeb, the conference for digital marketing, expands
the topics, the audience and the markets.
It is already becoming my tradition to
dedicate the autumn text to the con-
ference which we organize 5 years in
a row – AllWeb. If you maybe haven’t
heard, it is a matter of the first con- tion with the audience. This year we have
ference for digital marketing in Macedonia,
however these past years it has become
more than this. Digital marketing has be-
come more than digital marketing, primar-
ily because the digital media and devices
have impact on more matters from the mar-
keting itself. For this particular reason we
move the conference in new directions, and
in new markets as well.
Every year we try to present to the public
at least one new part of the motivation and
the energy which encourages us to make this
event better and better. Hence, last year at
the conference site we wrote in more detail
about every speaker, where we had heard
his/her speeches, how we got in touch, how
the person reacted, what are his/her quali-
ties that attracted us, etc. Large part of
the audience actually doesn’t know what
a serious challenge it is to bring a speaker
in Macedonia, taking into consideration all
circumstances… market, budget, flights, etc.
It is not for them to know this, however the
valuation of the very event has another di-
mension once a person faces the fact that
often you do not have the real offer of the
great, good speakers.
This year we are bravely directed into two
new directions. The first one is the quality
of the speakers. Actually, every year we go a
step forward, however under the impact of
last year’s speakers, Dave Bearse and Paul
Papadimitriou, it was clear that this year we
94 November 2016
Darko Buldioski
@darko156
newmedia.mk
would have a more difficult task. Due to the
focus on quality, we slightly shortened the
list of speakers, however primarily in order
to give them some extra space for interac-
strategists who have a lot of experience and
achievements, starting from Erik Meijer
from Deutsche Telecom, all the way through
Scott Morrison, Mark Deuze… ending with
Ivan Brezak Brkan from Netokracija. Finally
in the program we have a speaker from So-
cialBakers, however we also have the web
analyst of Agrokor, as well as the strategist
of one of the five largest global marketing
agencies, that is, groups - Dentsu Aegis.
The topics, same as so far, have a wide
range, from digital transformation, optimi-
zation of advertising, content creation, au-
dience analysis, all the way to media habits,
crisis communication and market develop-
ment. Of course, everything is affected by
the digital culture.
This year, as no other year so far, we can
proudly say that our target audience are
not only the marketing people, but also the
ones above them, the executive directors
and managers, because not only the topics,
but also the market development requires
this. The market and the very position of
marketing imposes that the heads of the
companies understand the consumer today
much better, it implies that they should be
educated about the changes they feel every
day through their users, and of course they
impose a strategic rethinking of the position
and the communication of a company.
All of this will take place on November 18,
the day for which we as a team, work hard