By writing an article about famous Serbian brands and their online performance I was not aware that I have opened Pandora’s box and that I am going to be flooded by variety of new information. Here you could recall the last week’s article which drew considerable attention of the visitors and one portion of public. For the sake of persistence and further stressing out of the issue I have got in touch with Uroš Bogdanović.
Uroš Bogdanović was the guy who bought domains for Zaječarsko pivo recently. Without any financial backed intention, for the sole reason of drawing public’s attention about how much our great companies care about their brands, if they do at all. Those two domains were bought at the cost of approximate 18 euros all together Uroš is self-proclaimed multimedialist, who is fully engaged in his own creative agency Kran Studio. Author and director of well accepted radio show – Uroš Bogdanović Show.
Some of his thoughts regarding online branding we are passing you directly.
On the question how Serbian companies do care about their brands online Uroš gave us an answer from his own experience. He stated that Serbian companies do tend to invest in online presence, but they are making unforgettable failures, even worse – repeatedly. According to his sayings companies neglect internet and the way how business is supposed to be done online.
As the main issue in Serbian companies Uroš recognized old-fashion ways of doing a businesses where managing individuals do consider offline performance as an absolute priority. “There is not much of investment needed for a great success. A bit of good will and few creative and brave youngsters to develop the ideas – are enough for beginning” – Uroš said.
On the other side we are not the only one who is touching the topic of Serbian companies and their online performances. Namely Belgrade based marketing agency, Pioniri, conducted a research in order to find out what are the social sites/media/networks that are deployed mostly by Serbian top 100 Companies (being based on NIN magazine listing). I would like to add that full research is available here, hereby I am going to sum up some of the most important facts from online marketing aspect.
All in all, companies in Serbia largely neglect power of blogs and their magnetic influences since only 17% of them do use it on regular basis. Among the social sites, surprisingly LinkedIn is leading in front of Facebook with respective 59% and 58% of companies regularly using them to attract clients or to convey necessary information. Twitter and Instagram are well below these percentages frontiers with respective 32% and 17% of regular and effective usage by companies to launch campaigns and promote themselves. In general, companies neglect usage of photo-oriented social networks. Bright exception is Foursquare, nowadays Swarm, which is used by majority of the observed companies – maybe because of its easy to use features.
On the other side, globally, according to Michael Stelzner, founder of Social Media Examiner (actual for the year 2014) some facts of the tremendous significance for this specific field could be derived. For instance:
- Significant 92% of marketers indicate that social media is important for their business, up from 86% in 2013;
- At least 89% of marketers want to know the most effective social tactics and the best ways to engage their audience with social media;
- Significant 68% of marketers plan on increasing their use of blogging, making it the top area marketers will invest in for 2014;
- When forced to only select one platform, 54% of marketers selected Facebook, followed by LinkedIn at 17% etc.
Hereby I would like to thank Uroš for his assistance and invaluable information he forwarded to me. Stay tuned, more interesting articles about to come.