TheEmphasis Is On Balance

Novaston is a unique real estate, asset, facility and marketing and property platform that offers clients a complete service, from support in the development of projects and services, through property management, valuation, mediation in the sale and letting of real estate, to marketing

According to research conducted by MasterIndex Serbia for 2022, 29 per cent of those surveyed want to pay the courier by card for goods upon delivery. That’s why you introduced the possibility of using payment cards to pay for delivered shipments. What do you expect from the introduction of this service?

We primarily expect it to be a great relief for both our customers and for couriers. We have left behind the holiday period having smashed all records on the number of deliveries and, thanks to the option of paying by card on the spot, we have sped up the handover of packages, to the satisfaction of everyone. This form of payment also means a lot to every customer who doesn’t want to leave their payment card information anywhere on the internet. It also serves to prove that customers participate actively in the moves that we make, and that their wishes and suggestions represent a daily parameter of our operations.

How valuable was the experience you gained in digital marketing when you received a team of 20 people and the task of setting and working to achieve Shoppster’s creative and strategic goals? Regardless of how much it might not feel like it, digital marketing can really be described as a kind of science of people’s online behaviour – representing a set of skills that enable you to recognise the habits, routines, reactions and aspirations of different groups of people, which is extremely important for the modern eCommerce business. Shoppster strives in its work to provide each individual customer with the most precisely tailored personalised online shopping experience possible, and when you combine that with a dynamic industry, the most modern technologies, and a range of products for all purposes and all occasions in life, you receive circumstances in which you – as a digital marketer surrounded by a group of extremely creative people – can really just let your imagination run wild and enjoy your work.

As it is important for them to continue to be the first choice for potential clients and a long-term partner for existing ones, Novaston’s expert team constantly devises new channels and tools so as to present their business as simply as possible and bring it closer to the end user in an interesting and educational way.

The whole world is changing irresistibly, but the goal of companies and brands remains the same - to build long-term relationships with clients and customers. Are you meeting that goal more than successfully?

That was the guiding idea from the moment of creation and transformation of Novaston into a unique real estate, asset and property platform. The main goal was and remains – a satisfied client. That’s why we are constantly working to harmonize the internal needs of four different companies (Novaston Asset Management, Novaston Project and Facility Management, Novaston Marketing Consultancy) on our platform, and our team of experts is constantly improving in order to provide the best quality externally. You have to approach each client in a carefully chosen way, respecting their wishes and needs, and aligning them with market expectations.

What is valued more in your business... business results expressed in numbers, campaigns/messages that left a deep mark, emotions you caused in consumers/ the public...?

I would emphasise the advantage of emotions. It’s no secret that marketing is pretty much based on psychological tools, but the

You have to approach each client in a carefully chosen way, respecting their wishes and needs, and aligning them with market expectations importance of authenticity and honesty is often forgotten. Manipulation is the fastest way to ruin. The positive feelings that prevail today are associated with good old times. So, nostalgia is present everywhere - from fashion to sports, the

food industry, toys...

On the other hand, all these crises have brought many new trends in marketing and public relations, which are closely related to the development of technology, especially artificial intelligence. This does not mean that traditional ways are being consigned to history, but that the emphasis is more than ever on balance, as well as rapid adaptation to innovations and the demands of the public/clients.

Research shows that around 70% of people want to interact with the brand, that other consumers are most trusted, that the popularity of short video content is growing... Will that be prominent in 2023?

Yes, these are the trends that will most likely dominate this year as well. On the other hand, brands and companies like ours, which have a specific business sector, have to use more and more innovative ways to interact. That is why, in cooperation with the law office Gecić Law, we are preparing a guide for future investors, to present to them the procedure for setting up a project in the real estate sector. Also, we are considering how to complement the communication with interesting video formats that will not be just promotion, because they will also offer quality content.

Podcast, as the fastest growing medium, can be listened to and watched on various devices at any time, which is why it is becoming more and more attractive for companies that offer services for a special niche in addition to marketing. They are especially useful for “thought leader” and “employer branding” campaigns, because they successfully reach an audience that is not present on traditional media.