Marketing has undergone a dramatic transformation over the past two decades and will undoubtedly continue to evolve as new trends emerge, says Jelena Ivanović
Throughout her distinguished career, Jelena Ivanović has had the opportunity to demonstrate her professional skills in numerous companies and industries. These experiences have both shaped her and equipped her with the knowledge and expertise she now applies as Head of Marketing at Đak Sport and The Spot. In our interview, she reflects on the evolution of marketing, communication channels and teamwork, as well the importance of creating a stimulating work atmosphere.
Nearly two decades have passed since you began working in marketing, and much has changed over that time. The industry has transformed, communication channels have evolved and society has shifted. And presumably so have you…
— Marketing has experienced a dramatic transformation over the last two decades. The market itself is evolving constantly, and so is marketing. If we look back to the start of the millennium, most available advertising and promotional channels – like radio, television, or print media – targeted mass audiences. Facebook was barely established and Instagram only launched in 2010.
Remember that the first iPhone was only released in 2007, when most of us were still using Nokia or Ericsson phones. Social media and online advertising have undoubtedly been the most significant game changers of the past 20 years.
Regardless of whether you’re working on marketing for a large or small company or brand, you are always expected to be up to date and to keep track of technologies and industry trends
Digital marketing has revolutionised traditional marketing. Marketing will undoubtedly continue to evolve and change as new trends and approaches to reach target audiences emerge. Marketing is an extraordinary industry with growth potential across all sectors, and I can’t wait to see where it will be in another ten years!
How have you been shaped by the industries and companies where you’ve demonstrated your skills and proved yourself? Have you acquired invaluable experience and knowledge that you now apply?
— Over the course of my extensive career, I’ve had the opportunity to excel professionally in various companies and industries. These experiences shaped me, provided me with a strategic, structured approach, and gave me practical knowledge that I now apply at Đak.
Marketing is primarily a business philosophy. For me, it is also a way of thinking. Only after that comes the understanding of the specifics of an industry. However, regardless of whether you’re working on marketing for a large or small company or brand, you are always expected to be up to date and to keep track of technologies and industry trends, and to always be ready to deliver something creative. That is the common denominator for marketing across all industries.
Đak Sport is something special for you, almost like family. You dedicate significant attention to collaboration, team spirit, proper communication and a supportive work atmosphere… Does success naturally stem from this?
— I believe it’s essential for everyone in a team and company to work together to achieve a shared purpose or goal. I strive to foster a sense of community and often even a family-like environment, because I believe every employee plays a crucial role in project execution. Proper communication is key, and each team member should have the opportunity to participate in decision-making.
I aim to continually create an environment within my department that empowers creative thinking, encourages curiosity and inspires questions and non-linear thinking among colleagues. This approach leads to the development of unique and innovative solutions or successful campaigns.