The series introducing our speakers and module leaders continues. Announcing the ninth Direct Media Academy, Advertiser Serbia spoke with Sanja Lalević Cvetković.
Direct Media Serbia’s Digital Media Manager Sanja Lalević Cvetković has been around in the world of digital since its Big Bang in these parts of the globe and is one of the few people in Serbia who have (successful) experience under their belt in all areas of digital marketing. In professional circles, she is considered to be a pillar of digital thanks to building her reputation the leading media system’s digital division since it was launched.
Sanja Lalević Cvetković was voted best speaker at AcademIAA 2017 and chairs IAB Serbia’s assembly.
For starters, can you tell us about the name and content of your talk at this year’s Direct Media Academy.
The name of the first talk is quite suggestive, Content, Content, Content, while the second bears the title Digital, Digital, and Digital Only. Mitja Tuškej and I will talk about how important brand story is, how to build it, and how to communicate it further—especially in the digital media world, where rules are different, and opportunities are bigger.
Who do you see as prospective Direct Media Academy participants who should hear you speak?
All those who focus on brands—whether from the brand, agency, or media perspective, or on their way to enter this world. In addition to sharing knowledge, we also intend to share experiences and hear what’s been their take on this area so far.
What are the main educational objectives of your talk?
Real-life application of the principles of quality, effective communication in brand building. Some will be reminded of and others will wake up to the fact that long-term communication that builds the brand must be based on understanding both the user and the media space surrounding him or her.
What are the (educational) benefits for those who come to hear you speak?
Through talks and hands-on tasks, the “students” will take a shot at creative use of data and determine how important numbers and analytics are for setting up the brand story and telling it the right way, so that those whom it’s meant for actually hear it.