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English   Srpski  Home page > News archives > BankMark 2018

FIRST BANKMARK SYMPOSIUM ACHIEVED SIGNIFICANT SUCCESS


The first BankMark Symposium titled BankMark 2018 - Marketing in Banks, held on 27-28 September and organised by the Association of Serbian Banks, gathered numerous marketing experts from the banks and the leading marketing agencies on the market. The lecturers and panellists included eminent experts on top positions, primarily from the field of marketing, corporate communications, and the digital sector, given the increasing intertwining of these segments in the process of the banking services digitalisation.

The symposium was opened by Dr Zlata Lukić, ASB Special Advisor for Marketing and PR, after which Dr Veroljub Dugalić, ASB Secretary General, grabbed the attention of the audience by presenting “A Story about the Dinar”, accompanied by his impressive collection of coins, banknotes and shares.

The work part started with the regulatory segment, focusing on the Law on Advertising and the Law on Protection of Financial Services Users. The presentation on this important topic was held by Vanda Kučera, Director of Corporate Affairs, I&F McCann Group, Miloš Stojković from the Živković Samardžić Law Office and Aleksandra Kosanović Strižak, Director of Marketing and Communication at Erste Bank a.d. Novi Sad.

The first of the two symposium panels was dedicated to the experiences of digital advertising in banks with the aim of pointing out the advantages and disadvantages of such advertising, but also encouraging discussion about the results of measuring the efficiency of advertising through digital channels. The participants in the panel were: Ivan Vuksanović, Retail Marketing Manager, Eurobank a.d. Belgrade, Nebojša Petković, Digital Marketing and Data Specialist, Societe Generale bank a.d. Belgrade, Danica Milosavljević, Digital and Marketing Communications Manager, Telenor Bank a.d. Belgrade and Aleksandar Nikolić, Digital Director, Communis.

By the end of the day, the participants had the opportunity to attend another three high-quality lectures: Milica Stefanović, Product Specialist at Saga d.o.o, presented the reasons why users like chatbots, Vedran Ivanković, Senior Corporate Communications Manager, Addiko Bank a.d. Belgrade, spoke about re-branding and the strategy of corporate communications in the context of the digital transformation of banking products, while Vladimir Krneta, Director for New Banking Technologies and Digital Banking, Komercijalna banka a.d. Belgrade, presented the concept of integrated electronic banking on eCommerce.

The second day of the symposium was opened by Danka Trbojević, Executive Director of IAB Serbia, with a presentation on how to build a relationship with the consumers in the digital world, after which Dr Nataša Krstić, Associate Professor at the Faculty of Media and Communications, presented the results of an extraordinary research on factors for ranking websites’ search engines and optimisation techniques. This segment was rounded off with a presentation on the use of social networks in the sale of banking services by Ivan Rečević, MarTech & Analytics Consultant. The panel entitled “Creativity in Designing Marketing Campaigns”, moderated by Ivana Ostojić, Marketing Director of mts Bank, a.d. Belgrade, involved the representatives of the leading marketing agencies: Jana Savić Rastovac, Creative Director, McCann, Predrag Simić, Creative Director, Leo Burnett, Rade Tričković, General Manager, HTTPool and Srđan Erceg, General Manager, Huge Media, as well as Ljubiša Egelja, Executive Director of the Marketing Division at Societe Generale Bank a.d. Belgrade. The final segment, dedicated to market research, included the presentations on how to please today’s clients in the technological era by Goran Tintor, Business Development Director, Data Do, and the generation divisions among consumers in Serbia by Snežana Savić, Business Development Director, Ipsos.

At the end of the symposium, boasting a high quality program and dynamic discussions, it was concluded that BankMark has great potential as a platform for improving the profession through the exchange of relevant knowledge and experience at the level of the banking sector, while the Association of Serbian Banks received praises for another great initiative that is, by all accounts, aiming to become a traditional gathering place for marketing professionals.

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