Digital Training Academy: Croatia Classroom

Welcome to the internet marketing training programmes in Croatia

2009-05-19T11:21:03Z

This page is for Academy Participants and Academy Graduates for courses in Zagreb and in-company training programmes within agencies, media owners and brands in Croatia. There are resources from the workshops that you can download and links to Academy Graduate services. Digital Training Academy has been helping teams in Croatia since 2005. The Academy is part of the Digital Strategy Consulting group, created by early leaders in the UK internet industry back in 2000. For additional support.

• Contact your Academy Manager or order additional certificates by email: AcademyManager@DigitalTrainingAcademy.com
• Ask your tutor a question: Follow the links below and post your questions in the correct online classroom for your Academy
• More about the graduate programme: http://www.digitaltrainingacademy.com/graduateprogramme/
• Further training? Email the Academy Manager or call +44 (0)20 7244 9661

On this page you’ll find links to support information for a few of the international digital marketing training courses we have run. Most of our international training and strategy work is in-company and confidential but on this page there are a few links to public courses. Each international internet marketing course is designed to the specific brief you set up. As well as internet marketing training, we can provide internet publishing training and a range of specialist internet training courses such as social media marketing, search engine training and internet business strategy.

Croatia internet access

2009-03-25T11:36:51Z

The internet penetration rate has risen to 44% with over 2 million people having access according to HAKOM. The number connected grew around 11% between 2007 and 2008 and the amount of time per person is accelerating.

Croatian broadband users

2009-03-23T10:36:23Z

The rise in broadband users in Croatia, 2003-2008

The number of broadband connections has accelerated during the last few years. The late arrival of broadband in Croatia held the market back from the speed of expansion many of the European economies had seen. Now those conditions have changed.

Although the cost of broadband remains relatively high, it is clearly establishing itself as an important utility in offices and the homes of wealthier Croatians. During the next eighteen months it is likely that another step will come in reducing the price of broadband, fuelling demand further. Competition in the telecommunications market will also lead to faster broadband speeds. Together these improve the quality of the internet experience, creating a virtuous circle of growth.

Top 10 Croatian websites

2009-03-22T10:33:09Z

Most popular websites in Croatia, 2008

There are strong national websites including portals, classified websites and the online footprints of newspapers, magazine and television networks.

As well as the global online search and portal sites, the rapid growth of strong national and regional media has fuelled consumer use of the web. The local language media also give advertisers a way of aligning their content to the right audiences in the right way to strengthen branding and consumer activation.

Croatian internet users: age and gender

2009-03-20T11:02:13Z

Internet users in Croatia grouped by age and gender

The internet remains a young medium in Croatia. Over 70% of those with access are under 40 years old and the web is playing an increasingly central role in their lives.

There is now an almost even split between the number of women and men accessing the web and email, and the highest adoption of internet use remains the 15 -24 year olds.

For the age group under 30, the web, email and mobile have become core tools of life, changing working behaviour and the way information is accessed and used.

Croatian market online today

2009-03-19T11:03:08Z

The web is clearly a major - if not the leading - media channel for those with access. Quickly it has changed the lives and behaviours of those who have tried it. Within this, email is even stronger, changing the working culture both inside and outside the firm. Although the digital behaviour of senior management may lag behind their colleagues in Western Europe and Scandinavia, the Croatian market is changing fast.
Mobile is the most widespread of the new digital networked technologies, with a staggering 126% market penetration – many people carry a mobile for each network because of the high price of call tariffs between networks. For media groups and marketers SMS is established as a mass market media channel and it represents a powerful marketing channel when consumers have given their consent.
The internet has become an essential part of office life, and plays a key role in the homes of wealthy families. For marketers this means the web is becoming the channel of choice of the wealthy, which is why car manufacturers, travel firms, phone companies and consumer electronics firms have exceptionally strong opportunities online.
The number of people continues to rise, but so too does the time they spend online. As broadband access finally replaces the clunky and slow connections that held the market back, the experience of consumers leaps. This creates a positive feedback loop as more people are more engaged and ready for more activities.

Croatian market outlook

2009-03-18T11:06:04Z

Over the next 18 months the commercialisation of the market will be mixed, here’s why…

Most brands currently don’t use the web to advertise so miss out on reaching many of their target consumers just at the moment when they are in the right mindset. For the brands that change their approach they’ll enjoy a loud share of voice and strong connections to their consumers. However many will simply continue this year with the same marketing strategy as last year, missing the opportunity to change and the cost savings this will create.
For sophisticated online marketers there is no shortage of opportunity. There is a large amount of targeted advertising inventory available, with media owners able to offer greater precision by focussing the advertising impacts on the sections of their sites that match the right target consumer. Few media websites have sponsored sections, giving brands the scope to ‘own’ channels of content.
There is also a clear passion and energy among the web publishers. Media groups such as Styria display an eagerness and enthusiasm to adapt to the needs of their advertisers in a way far more responsive than the Scandinavian and Western European markets at the same stage in their development.
Marketers focussed on lead generation have the familiar range of pay-per-click tools from the global search engines, but there are also strong local alternatives. A good illustration of this is the contextual search business Xclaim that weaves advertising content smartly into the editorial structure of the text, giving consumers the option of an advertising message if they want to explore further. Like search it delivers the message just to the people who are interested, but unlike search it does not limit its reach to those actively looking: instead it takes the marketing message out of the search engine and back into the main editorial of a website. This is an advanced proposition for digital marketers who are looking for even smarter ways to use the new media channels and it’s revealing that in spite of the tiny market size in Croatia, clever advertisers are already applying it.

Congratulations: Graduation at the Digital Media Planning Academy

2009-01-25T12:23:55Z

Congratulations to the latest group of graduates at the Digital Training Academy. Completing this intensive course puts the learners in an excellent position to boost the effectiveness of their marketing campaigns, both online and with integrated marketing plans. In this internet marketing training programme, the team explored how the online advertising process can work best, how to make campaigns more effective and how online can fit into the media mix.

Digital Media Planning Academy @ FuturAd, 17th February 2009

Zagreb 2009: Digital Media Planning Academy – Ask questions and discuss with colleagues

2009-01-24T12:00:00Z

If you joined us for the Digital Media Planning Academy in Croatia, then here is the place you can discuss issues with your tutor and other Academy participants. Is there an extra point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Try to include the title of the Academy Lesson that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in.

Click here to go the Digital Media Planning Academy Online Classroom.

Congratulations: Graduation at the Digital Media Sales Academy

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Digital Media Sales Academy @ FuturAd, 16th February 2009

Zagreb 2009: Digital Media Sales Academy - Ask questions and discuss with colleagues

2009-01-22T12:00:00Z

If you joined us for the Digital Sales Academy in Croatia - training lessons incorporated into FuturAd 2009, then here is the place you can discuss issues with your tutor and other Academy participants. Is there an extra point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Try to include the title of the Academy Lesson that your question relates to (if there is one). And remember you can download some of the lessons in the Digital Media Sales Academy, here: http://www.digitaltrainingacademy.com/digitalmediasalesacademy/

Click here to go the Digital Media Sales Academy Online Classroom

Using the customer’s journey to replan a media campaign

2009-01-19T11:07:16Z

Most of us buying a new car go first to the web to research it. In some markets like the UK that’s been true for 10 years and it would be incredibly unusual to do anything else, but increasingly it’s the normal practice worldwide. We use search engines to find the sites with information, online car magazines to read reviews, online car databases to check prices, online blogs and forums to hear what other people think, and the car brand’s own websites to experience the look and feel. Yes, we still ask our friends in the bar what they think, we probably still see some television and outdoor advertising about cars, so traditional media still has a place.

In a customer’s journey towards buying a car maybe over half of the thinking and decision making happens online. Far more activity than the small number of connections a motoring brand can make with consumers through traditional media.

]]> Yet those car companies may put less than 20% of their energy into internet marketing, missing where the customers are in the right mindset and asking to be engaged with. Buy not using internet marketing they:

• Miss talking with customers when they are most interested in the product
• Invest heavy advertising budgets in media that either don’t reach the customer or reach them at the wrong moment
• Fail to fully display their products in the way internet advertising can
• Miss the chance of taking the customer immediately on their next step in the purchase process

The same is true for all product purchases that require research and information. Even if the final sale isn’t made online, the internet can dominate the journey to purchase. From travel products to mobile phones, credit cards to business services, apartments to laptops – the web is playing the critical role. And even for a bar of chocolate or fashion clothing, the web can be the media channel where those customers spend most of their time.

Croatia: time for a new mix of media in advertising campaigns

2009-01-19T11:00:35Z

In this year’s workshops in Zagreb we examined the strategic mix of media, looking for the optimal balance between television, press, radio, the internet and other media. Media planners and directors attending the Digital Media Planning Academy worked on case studies for a day to build a new strategic media mix. This intermediate level digital training course resulted in some very interesting media plans. Here you can download the final summary sheet.

Croatia: Examples of online creative

2009-01-18T21:24:56Z

What does great creative look like in Croatia? Here you can browse through some of our favourite online advertising running in Croatia. Some of the campaigns are global campaign ideas from global brands that have been localised to the market, while others are home grown for national businesses developed by leading agencies in Croatia. If you are joining our Digital Training Academies in Zagreb on marketing and media planning then you'll have the chance to explore these further and ask some of the agencies involved about how the campaigns drove business results and how 'big ideas' can be delivered in even the smallest of web spaces.

Click here to go to the casestudies.

Zagreb 2009: Digital Media Planning Academy

2009-01-17T17:06:27Z

Every year, wave upon wave of developments have raised the game, with new technologies and processes expanding the scope of what’s possible. Thousands of media planners have crossed over from traditional media channels, and everyone has had to learn the new techniques. The wider world of marketing continues to change and learning should be constant - this digital media planning training course gives you the latest thinking.

]]> This online media planning training course shows you how to

Cut through the online media planning jargon
Develop customer insights that can be applied in your media planning
Review the classic approach to segmentation
Navigate the choice of online graphical advertising formats available to you
Explore the relationship between format selection and creative development
Understand the variety of search engine formats available
Appreciate the benefits and constraints of different formats
Build longlists and shortlists of sites for your media plan
Experience how one of the audience research tools can help you in site selection
Explore the targeting potential of web media, including:

Understand basic principles of campaign management and workflow, including:

Outline the types of campaign data you’ll come across, including:

Explore some of the more advanced issues, including:

Benefits to you and your organisation

Once you’ve got a more rounded view of online media planning, you’ll be better placed to:

Deliver bigger results for your clients within the same budget
Devise campaign plans that target the customer more effectively
Be better placed to retain the media business of your clients
Make a more effective contribution to the rest of your agency team