Rajka Šinik Vulić, Marketing Director, Egzakta Advisory

Pandemics Teach Us Better Communication

Egzakta is a highly professional IT and management consulting company based in Serbia with the capacity to help its clients in the private and public sectors in the SEE region make the right decisions and unlock all potentials

Focusing on their clients’ needs, developing more effective campaigns, and finding solutions for increasing returns on marketing investment will be high on the list of priorities for many marketing communications professionals in the coming period.

We’ve all read stories about how the world will never be the same again after Covid-19, but how will the communication industry change in this new future?

The pandemic caused by the Covid 19 virus appeared suddenly, spreading with astronomical speed, leaving enormous consequences and affecting all aspects of our businesses and private lives. For understanding trends in the communications field, a few things are important.

Firstly, digital transformation in the last decade has already reshaped the communications industry and digital channels have become more important by the day.

The second fact is that the crisis principally triggered permanent changes in how people consume and interact with brands, and it caused some deep and long-term changes in marketing approaches. And finally, companies are faced with serious financial problems and have been forced to reconsider their marketing budgets and activities. Focusing on clients’ needs, developing more effective campaigns, and finding solutions for increasing return on marketing investment will be high on the list of priorities for many marketing communications professionals.

The communication trends relevant to each business will depend on its market, industry, and strategic position

What trends in communication will mark the coming period?

It’s difficult to predict long-term trends in such a dynamic environment. The communication trends that are relevant to every business will depend on its market, industry, and strategic position.

Generally, I think that the customer- centric campaign will be in focus, while customers appreciate communication and an experience that is relevant to them. The key will be in a paradigm shift, with increased levels of engagement, activities, and above all, a higher valuation of transparency when building reputations. Also, every business or company who prefers to act responsibly should more than ever insist on distinct communication, based on truth and realistic expectations, which will be established to increase business and stakeholder value and meet society’s new demands once it emerges from this crisis.

What is Egzakta’s comparative advantage or how do you explain to a potential client why to choose Egzakta as a business partner?

We have the best regional team, the leading value-adding consultant team in SEE with hands-on experience from working with numerous regional companies on similar projects. Our collaborative approach and unique working style, characterised by close collaboration with our clients, are recognised from the market. We are the fastest growing management consulting company in the region.

Our portfolio of projects and clients and our compact team allow us to compete with large global players on the market. Along with methodologies and practices from big names, we add local flavour and knowledge, and this has proven to be the best combination for our clients.


Only the Best for Travellers

Avolta has secured a new seven-year contract at Belgrade Nikola Tesla Airport that encompasses ten duty free shops and includes hybrid elements with food...

Rajka Šinik Vulić, Director of Rome Business School Belgrade

Executive MBA Game-Changer

After a three-year presence on the Serbian market, Rome Business School Belgrade has gained recognition as a regional hub of expertise and cutting-edge business...

Linas Libikas, JTI General Manager for the Western Balkans

Exploring Excellence

We are delighted to announce the upcoming launch of our cutting-edge and truly unique heated tobacco experience. Although I’m unable to reveal too much...

Nikola Pavlović, Konica Minolta Serbia Managing Director

Greatest Achievements Yet to Come

Over the 150 years since its inception, Konica Minolta hasn’t merely observed and witnessed change, but has spearheaded transformation. This period of a century...

Serbia and Angola Cement Cultural Bonds with New Cooperation Programme

Serbia and Angola have inked a Cultural Cooperation Programme set to span from 2024 to 2026, as announced by...

Serbia Awards Distinctions to Notable Personalities on National Day

In a ceremonial tribute to Serbia's National Day, President Aleksandar Vučić presented awards to a host of esteemed individuals...

Western Balkans Eye EU Membership by 2028

At the esteemed Munich Security Conference, a cornerstone event in global security discourse, leaders from North Macedonia, Albania, and...

EIB Global Channels Record €1.2 Billion into Western Balkans

EIB Global, the European Investment Bank's arm for non-EU activities, has made a landmark investment of €1.2 billion in...

The EU and UNDP allocated 580,000 euros for civil society

The European Union and the United Nations Development Program (UNDP) have allocated funds for the implementation of 12 initiatives...