Czech Online Expo 2019

On Friday and Saturday, the biggest Czech trade fair for eshoppers and marketers took place in Prague's Holešovice - Czech On-line Expo 2019. Several dozen experts in PPC, SEO, social networks, copywriting, e-mailing and other sectors of online marketing presented themselves during the two days of the event. Of course, our marketing department couldn't miss it and now we bring you a selection of the most interesting things that were said at the conference.

Panel discussion of leaders among commodity graders

One of the opening panels was a discussion among Czech representatives of "commodity" graders in the Czech Republic. Although the individual speakers tried to give the impression that there was a great, cloudless atmosphere in the environment of Czech graders, the subsequent debate was the opposite. Both Heureka and Zboží have been experiencing stagnation for a long time, while the use of Google Shopping has been rising steeply. In this case, however, Google is still underperforming relative to the situation abroad, where Goods is much less popular. The leaders explain the situation by the mood of Czech customers who like to "nest" in the whole shopping experience. In the debate, an interesting statistic was mentioned regarding the number of eshops per person. The Czech Republic is one of the world leaders in this respect. There are currently around 40,000 of them in our country.

Advanced optimization and setting up shopping campaigns

Another, much more expert presentation was about advanced segmentation of shopping campaigns for Sklik and Google Shopping. Jakub Kašparů gradually revealed his tips for structure using price levels, margin-based structure and which things to consider before designing the structure itself. For us, one of the most beneficial presentations, rewarded with well-deserved applause.

What display campaign to start with when search is no longer enough?

Radek Hudák, former marketing manager of Slevomat and now Shoptet, published the results of questionnaires and internal statistics of Shoptet users, which showed that approximately 60% of all eshops use Facebook, while Instagram only 9%. Radek also talked about the inferior effectiveness of display advertising to search campaigns, but the benefit of "content", especially from Facebook, is undeniable. He backed up his words with several graphs tracking the jump in direct visits due to the influence of FB display campaigns alone. Google Display Network (Google's content campaign) also showed up in the charts, but with slightly worse results.

How to do effective influencer marketing?

From our point of view, the most requested talk of both days was about influencer marketing. A packed room listened attentively to Peter Varga from Lafluence, who shared his experience with hundreds of influencer campaigns. According to Peter, influencers are becoming more and more popular in our country and Slovakia and more and more companies are already considering this option when planning their marketing budget. The approximate prices for cooperation were also interesting. A smaller influencer with the support of about 10,000 fans will ask for CZK 2,000 on average. For an influencer with 100,000 fans, prepare up to 20,000 CZK. In addition to the number of followers, however, brands should also track the average reach and click-through rate of posts. Both metrics can fundamentally mess with the effectiveness of your campaign.

Facebook groups for B2B and B2C segment

Martina Vejvodová talked about the possibilities of using Facebook groups in an interesting lecture. In a case study of NAFIGATE Cosmetics, she showed how the company, thanks to a sense of belonging, emphasis on feelings and expertise, smuggled its brand values among several hundred active beauticians, who then very willingly used Nafigate products.

Video Content Manual

Zuzana Fuxova, journalist, PRist and long-time Slevomat member, explained the reasons why and how to actually shoot corporate videos. We confirmed that people are basically lazy to read, videos evoke emotions, increase credibility and Facebook and Google love them! So much so that they prefer them over other content. It's worked well for Slevomat to shoot 90 second videos, use dynamic editing and MOST IMPORTANTLY - don't save your best shots until the end. On the contrary, you need to show the best within the first few seconds, otherwise you lose your viewers' attention.

How to succeed as a business on YouTube?

Nikol Šimarová has prepared a presentation on how to make a successful corporate video for YouTube. According to Nikol, it's important to bet on wit, look for popular topics, not be afraid to collaborate with another brand and take inspiration from YouTubers. Some of the most popular formats include FAQs, tutorials/procedures, product reviews (unboxing) and working with an ambassador. For product introductions, focus on the benefit to the viewer first and only encourage purchase at the end of the video.

And that's it! ... almost. We leave part of the know-how for our clients and you can find the other part in the following blog articles. Overall, we rate the conference very positively and, apart from minor shortcomings, we have to commend the organisers for their excellent choice of topics and speakers. The level of Czech On-line Expo was really high!

David Illek
Marketing Manager