Blog Archive

Digital advertising and campaign impact measurement on a laptop

More and more impact happens without a click. Are your metrics changing too?

23. 09. 2026

For many years, digital marketing was based on a simple logic: whatever a user clicked on, visited or purchased could be linked to a campaign. Today, this logic still measures direct response effectively, but it does not necessarily explain the full impact of communication. An increasing number of important interactions with a brand happen without the user clicking an ad or visiting its website.

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Digitalno oglaševanje in merjenje vpliva kampanj na prenosnem računalniku

Vse več vpliva nastane brez klika. Se spreminjajo tudi vaše metrike?

23. 09. 2026

Dolga leta je digitalni marketing temeljil na preprosti logiki: kar je uporabnik kliknil, obiskal ali kupil, smo lahko povezali s kampanjo. Danes ta logika še vedno dobro meri neposreden odziv, ne pojasni pa nujno celotnega vpliva komunikacije. Vedno več pomembnih stikov z blagovno znamko se namreč zgodi, ne da bi uporabnik kliknil na oglas ali obiskal njeno spletno mesto.

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Simon Cetin na WEBSI dnevu 2026: Ko SEO in GEO nista več dovolj

17. 09. 2026

Na WEBSI dnevu 2026 je Simon Cetin, soustanovitelj in partner družbe iPROM ter ustanovitelj podjetja Retoba, govoril o tem, kako umetna inteligenca spreminja pot od iskanja informacij do nakupne odločitve. V pogovoru z Brigito Zorec Cetin, UI-arhitektko v Retobi, ki ga je moderirala Kaja Kovič, direktorica Zavoda AI D, je izpostavil premik od iskalnega k pogovornemu marketingu ter prihod AI-agentov, ki ne bodo več samo iskali in priporočali, ampak bodo vse pogosteje tudi delovali v imenu uporabnikov.

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Simon Cetin at WEBSI 2026: When SEO and GEO Are No Longer Enough

17. 09. 2026

At WEBSI Day 2026, Simon Cetin, Co-founder and Partner at iPROM and Founder of Retoba, discussed how artificial intelligence is changing the path from information seeking to purchase decisions. In a conversation with Brigita Zorec Cetin, AI Architect at Retoba, moderated by Kaja Kovič, Director of the AI D Institute, he highlighted the shift from search to conversational marketing and the rise of AI agents that will not only search and recommend, but increasingly act on behalf of users.

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Companies Don’t Need More Data, They Need a Way to Connect It

13. 08. 2026

Personalization has long been a key ambition of modern marketing. Customers expect relevant offers, tailored messages, and experiences that reflect their actual relationship with a brand. Companies are responding by investing increasingly in collecting first-party data across loyalty programs, online stores, mobile apps, and other digital touchpoints. Yet despite the abundance of data available, marketers still too often find themselves facing the same surprisingly simple question: do we really know our customers?

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Podjetja danes ne potrebujejo več podatkov, potrebujejo pa način, kako jih povezati

13. 08. 2026

Personalizacija je že dolgo ena ključnih ambicij sodobnega marketinga. Kupci pričakujejo relevantne ponudbe, prilagojena sporočila in izkušnjo, ki odraža njihov dejanski odnos z blagovno znamko. Podjetja se na to odzivajo tako, da vlagajo vse več v zbiranje prvoosebnih podatkov – v programe zvestobe, spletne trgovine, mobilne aplikacije in druge digitalne stične točke. In vendar se ob vsej tej količini podatkov marketingarji še vedno prepogosto znajdejo pred istim, presenetljivo preprostim vprašanjem: Ali svojega uporabnika res dobro poznamo?

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Simon Cetin for Konkvistador: When Knowledge Becomes Cheap, Character Becomes Valuable

07. 08. 2026

When I was invited to write for the inaugural issue of Konkvistador, I asked the editor a simple question: Who are your readers? I expected demographics, percentages and market segments. I received something else: I felt an energy. She spoke about curiosity. About people who are not satisfied with the surface. About a generation that […]

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Simon Cetin za Konkvistador: Ko znanje postane poceni, postane značaj drag

06. 08. 2026

Prihodnost dela ne bo odločena z inteligenco. Odločena bo z značajem. V kolumni, objavljeni v poletni številki revije Konkvistador, Simon Cetin, soustanovitelj in partner družbe iPROM ter ustanovitelj Retobe, razmišlja o tem, kaj ostane človeku v času, ko znanje in umetna inteligenca postajata dostopna vsem. Ko tehnologija ni več konkurenčna prednost, razliko ustvarjajo značaj, integriteta, vztrajnost in pripravljenost prevzeti odgovornost za lastne odločitve.

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iPROM in Valicon v letu 2026 znova merita digitalne medijske navade Slovencev

06. 07. 2026

iPROM in Valicon že od leta 2007 redno merita digitalne medijske navade Slovencev. Po premoru se z raziskavo vračata v letu 2026 z jasnim vprašanjem: kako zelo so se medijske navade v sloveniji spremenila od zadnje meritve leta 2022?

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AI as a Leadership Challenge, or Why AI First Marketing Starts with People

24. 06. 2026

A few years ago, artificial intelligence was a topic reserved for industry conferences and futuristic predictions. Today, it is part of everyday business reality. Marketing teams use it to create content, analyse data, optimise campaigns and automate processes.

Yet at the very moment when technology has become accessible to everyone, the biggest differences between organisations are beginning to emerge.

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