Our Digital Account Manager Miloš Aleksić is next in the Advertiser Serbia series introducing Direct Media Academy speakers.
Miloš Aleksić is in charge of developing digital strategies and integrated communications planning for a plethora of Direct Media’s clients. He began his career at Sonique, where he worked on digital production for several of the UK’s biggest brands and agencies. He tried on various marketing and business roles also in Russia, Ukraine, and Palestine.
He is the founder of Odvratajzing.com
For starters, can you tell us about the name and content of your talk at this year’s DIRECT MEDIA ACADEMY.
You’ll find my talk under the name DigitAll. As part of the session itself and related workshops, we’ll be working on understanding the essence of digital communication methods, on strategic decisions and preparatory steps, and then also on the practical application of everything taught on a specific case.
Unlike the widely available digital marketing courses of dubious quality, DigitAll won’t be building a house from the roof down, referencing tactics used across individual digital channels. On the contrary, the idea is for the participants to wake up to the basic questions. The first one is: Is digital for me and if so, how exactly?
In other words, we will be delving into the essence.
Our goal will be to together build the foundation on which the participants will define the importance of digital, as a part of the marketing communications mix—both for themselves and for their organizations.
Anyone can launch a Facebook campaign. However, the right answer to the question, “Is this actually the best move for me?” can be provided only by someone who understands the big picture.
Who do you see as prospective DIRECT MEDIA ACADEMY participants who should hear you speak?
The talk requires a certain level of marketing and technology literacy from the attendees: We will not be focusing on banner formats or explaining technologies, but instead we’ll be going through the theory and practice of good communication strategy with digital in the spotlight.
As for potential participants, I see practitioners and students interested in avoiding the rut of mere tactical execution of one and the same thing. I see people interested in a mix of technology, marketing, and psychology. I see future leaders of our industry, who know that if they want their communication to be interesting, they have to be interested themselves.
What are the main educational objectives of your talk?
The main goal is to break down the prejudices about what digital is and learn how to properly plan and execute modern communication. That’s where the wordplay in the title comes from.
We will talk about the context, through customer journey. We will look for touch points through communication planning methods. We will conclude with an insight into how these preliminary steps nourish creativity and facilitate relevant innovation, which we all strive for.
What are the (educational) benefits for those who come to hear you speak?
Through theory and practical exercises, they will take away a clear idea of strategically thinking about modern integrated communication. Ideally, they will leave with the feeling that everything we went through they somehow already knew deep down—only now they’ll have essential understanding, tools, and guidelines that will help them apply it in practice.