{"id":6583,"date":"2024-04-11T19:45:22","date_gmt":"2024-04-11T16:45:22","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6583"},"modified":"2024-04-11T20:03:23","modified_gmt":"2024-04-11T17:03:23","slug":"jak-personalizace-a-automatizovane-procesy-mohou-zlepsit-konverze","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\/masterbase\/","title":{"rendered":"Jak personalizace a automatizovan\u00e9 procesy mohou zlep\u0161it konverze"},"content":{"rendered":"

<\/p>\n

Co je personalizace v elektronick\u00e9m zas\u00edl\u00e1n\u00ed zpr\u00e1v?<\/h3>\n

Jedn\u00e1 se o marketingovou taktiku, kter\u00e1 na z\u00e1klad\u011b \u00fadaj\u016f o va\u0161ich odb\u011bratel\u00edch vypracov\u00e1v\u00e1 konkr\u00e9tn\u011bj\u0161\u00ed zpr\u00e1vy p\u0159izp\u016fsoben\u00e9 ka\u017ed\u00e9mu z nich.<\/p>\n

Jedn\u00e1 se o personalizaci obsahu na z\u00e1klad\u011b jedine\u010dn\u00fdch vlastnost\u00ed va\u0161ich odb\u011bratel\u016f, jako je jm\u00e9no, pohlav\u00ed, m\u00edsto, datum narozen\u00ed, ale tak\u00e9 - a to je d\u016fle\u017eit\u011bj\u0161\u00ed - jejich chov\u00e1n\u00ed (projevy z\u00e1jm\u016f, ned\u00e1vn\u00e9 n\u00e1kupy a dal\u0161\u00ed).<\/p>\n

Vzhledem k tomu, jak marketingov\u00e9 zpr\u00e1vy zaplavuj\u00ed e-mailov\u00e9 schr\u00e1nky u\u017eivatel\u016f, jsou personalizovan\u00e9 zpr\u00e1vy mnohem \u00fa\u010dinn\u011bj\u0161\u00ed p\u0159i upout\u00e1v\u00e1n\u00ed pozornosti p\u0159\u00edjemc\u016f, a tud\u00ed\u017e efektivn\u011bj\u0161\u00ed.<\/p>\n

Maj\u00ed 2,5kr\u00e1t vy\u0161\u0161\u00ed m\u00edru prokliku a 6kr\u00e1t vy\u0161\u0161\u00ed pravd\u011bpodobnost dosa\u017een\u00ed konverze. Krom\u011b toho 73% spot\u0159ebitel\u016f uv\u00e1d\u00ed, \u017ee by rad\u011bji obchodovali se zna\u010dkami, kter\u00e9 vyu\u017e\u00edvaj\u00ed osobn\u00ed \u00fadaje ke zv\u00fd\u0161en\u00ed relevance jejich zku\u0161enost\u00ed.<\/strong> (Zdroj: Experian).<\/span><\/p>\n

Poskytnout p\u0159edplatitel\u016fm personalizaci, po kter\u00e9 tou\u017e\u00ed, nebylo nikdy tak snadn\u00e9 jako dnes, d\u00edky MasterBase\u00ae<\/a> a jeho diferencovan\u00fd proces automatizace, kter\u00fd z\u00edsk\u00e1v\u00e1 data z r\u016fzn\u00fdch zdroj\u016f (web, CRM, ERP, tabulka Excel) a vytv\u00e1\u0159\u00ed \u0161t\u00edtky a pole pro p\u0159izp\u016fsoben\u00ed n\u00e1zvu, p\u0159edm\u011btu a obsahu (v\u010detn\u011b kopie, obr\u00e1zk\u016f, \u010d\u00e1st\u00ed obsahu a dal\u0161\u00edch).<\/p>\n

Co je proces automatizace e-mailov\u00e9ho marketingu?<\/h3>\n

K tomu doch\u00e1z\u00ed, kdy\u017e software v z\u00e1kulis\u00ed automaticky odes\u00edl\u00e1 kampan\u011b va\u0161im z\u00e1kazn\u00edk\u016fm a potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm podle v\u00e1mi definovan\u00fdch pravidel.<\/p>\n

V automatiza\u010dn\u00edch procesech zalo\u017een\u00fdch na pracovn\u00ed postupy<\/em> nebo workflow (kampan\u011b) se automatick\u00e9 zpr\u00e1vy nastav\u00ed jednou a pak se odes\u00edlaj\u00ed s dan\u00fdm obsahem a rozvr\u017een\u00edm poka\u017ed\u00e9, kdy\u017e odb\u011bratel spln\u00ed p\u0159edem definovanou podm\u00ednku.<\/p>\n

V p\u0159\u00edpad\u011b MasterBase\u00ae je pr\u016fb\u011bh podobn\u00fd, rozd\u00edl je v tom, \u017ee obsah nen\u00ed p\u0159edem stanoven, ale je konfigurov\u00e1n podle podm\u00ednek spojen\u00fdch s ka\u017ed\u00fdm kontaktem na z\u00e1klad\u011b modelu Get, Manage and Act, jak je podrobn\u011b pops\u00e1no v \u010dl\u00e1nku: Z\u00edskejte, spravujte a jednejte. T\u0159i kroky k dosa\u017een\u00ed skute\u010dn\u00e9 personalizace 1:1.<\/em><\/strong><\/p>\n

Jak personalizace a automatizace pom\u00e1h\u00e1 zvy\u0161ovat konverze?<\/h3>\n

Po zaveden\u00ed n\u011bkter\u00fdch detail\u016f personalizace a automatizace se mo\u017en\u00e1 pt\u00e1te, jak se vlastn\u011b zvy\u0161uj\u00ed p\u0159\u00edjmy. Velk\u00e1 ot\u00e1zka. Poj\u010fme se pod\u00edvat na n\u011bkter\u00e9 odpov\u011bdi.<\/p>\n

    \n
  1. Automatizace d\u00e1v\u00e1 z\u00e1kazn\u00edk\u016fm to, co cht\u011bj\u00ed<\/strong>\n

    E-mailov\u00fd marketing m\u00e1 ze v\u0161ech marketingov\u00fdch strategi\u00ed nejvy\u0161\u0161\u00ed m\u00edru konverze. Na ka\u017ed\u00fd dolar vynalo\u017een\u00fd na e-mailov\u00fd marketing p\u0159ipad\u00e1 pr\u016fm\u011brn\u00e1 n\u00e1vratnost investic 38 dolar\u016f. Takov\u00e1 n\u00e1vratnost investic je v\u0161ak mo\u017en\u00e1 pouze v p\u0159\u00edpad\u011b, \u017ee z\u00e1kazn\u00edci cht\u011bj\u00ed va\u0161i spole\u010dnost sly\u0161et.<\/p>\n

    Pokud jste velk\u00e1 spole\u010dnost, kter\u00e1 produkuje v\u00edce typ\u016f obsahu, jako nap\u0159\u00edklad BuzzFeed, bylo by to bez automatizace obzvl\u00e1\u0161t\u011b obt\u00ed\u017en\u00e9. Abyste p\u0159im\u011bli sv\u00e9 odb\u011bratele k pozornosti, mus\u00edte v\u011bd\u011bt, co cht\u011bj\u00ed, a d\u00e1t jim to.<\/p>\n

    P\u0159edstavte si, jak dlouho by spole\u010dnosti BuzzFeed trvala komunikace, kdyby ka\u017edou zpr\u00e1vu pos\u00edlala ru\u010dn\u011b ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi ze sv\u00fdch 23 seznam\u016f kontakt\u016f, m\u00edsto aby k doru\u010dov\u00e1n\u00ed relevantn\u00edch zpr\u00e1v vyu\u017e\u00edvala data, personalizaci a automatizaci.<\/p>\n

    Automatizac\u00ed marketingu vyu\u017e\u00edv\u00e1te osv\u011bd\u010den\u00e9 metody zalo\u017een\u00e9 na datech a akc\u00edch z\u00e1kazn\u00edk\u016f, kter\u00e9 se prom\u00edtaj\u00ed do komunikace, je\u017e d\u00e1v\u00e1 odb\u011bratel\u016fm p\u0159esn\u011b to, co cht\u011bj\u00ed.<\/p>\n<\/li>\n

  2. Zv\u00fd\u0161en\u00e1 relevance vede ke zv\u00fd\u0161en\u00ed prodeje<\/strong>\n

    D\u00edky automatizaci marketingu m\u00e1te nejen mo\u017enost pos\u00edlat personalizovan\u00e9 zpr\u00e1vy, kter\u00e9 se spou\u0161t\u011bj\u00ed automaticky, ale tak\u00e9 m\u016f\u017eete p\u0159esn\u011bji zac\u00edlit na nejlep\u0161\u00ed p\u0159\u00edjemce pro ka\u017edou rozes\u00edlku d\u00edky nastaven\u00fdm pravidl\u016fm.<\/p>\n

    Personalizace ka\u017ed\u00e9 z t\u011bchto zpr\u00e1v se opravdu vyplat\u00ed. Ve skute\u010dnosti 70% a\u017e 94% market\u00e9r\u016f zaznamenalo zv\u00fd\u0161en\u00ed \u00fa\u010dinnosti po pou\u017eit\u00ed personaliza\u010dn\u00edch technik, uv\u00e1d\u00ed Venture Beat.<\/p>\n

    \u010c\u00edm relevantn\u011bj\u0161\u00ed jsou va\u0161e zpr\u00e1vy, t\u00edm v\u011bt\u0161\u00ed je \u0161ance na zv\u00fd\u0161en\u00ed prodeje.<\/p>\n<\/li>\n

  3. Personalizace d\u00e1v\u00e1 z\u00e1kazn\u00edkovi pocit v\u00fdjime\u010dnosti<\/strong>\n

    Ji\u017e d\u0159\u00edve jsme zm\u00ednili, \u017ee 73% spot\u0159ebitel\u016f d\u00e1v\u00e1 p\u0159ednost obchodov\u00e1n\u00ed se zna\u010dkami, kter\u00e9 personalizuj\u00ed, a 86% spot\u0159ebitel\u016f uv\u00e1d\u00ed, \u017ee personalizace hraje d\u016fle\u017eitou roli p\u0159i jejich n\u00e1kupn\u00edm rozhodov\u00e1n\u00ed.<\/p>\n

    I kdy\u017e m\u00e1te k dispozici p\u0159esv\u011bd\u010div\u00e9 statistiky, 70% zna\u010dek st\u00e1le neprov\u00e1d\u00ed personalizaci. To je velmi znepokojuj\u00edc\u00ed, kdy\u017e uv\u00e1\u017e\u00edme, \u017ee spot\u0159ebitel\u00e9 utr\u00e1cej\u00ed v\u00edce pen\u011bz u zna\u010dek, kter\u00e9 personalizovan\u00e9 zpr\u00e1vy pos\u00edlaj\u00ed, ne\u017e u t\u011bch, kter\u00e9 je nepos\u00edlaj\u00ed.<\/p>\n<\/li>\n<\/ol>\n\n\n

    \"\"<\/a><\/figure>","protected":false},"excerpt":{"rendered":"

    Strategie \u00fasp\u011b\u0161n\u00e9 digit\u00e1ln\u00ed komunikace se vyvinuly od zas\u00edl\u00e1n\u00ed stejn\u00fdch, standardizovan\u00fdch zpr\u00e1v v\u0161em odb\u011bratel\u016fm a \u010dek\u00e1n\u00ed na konverzi k zas\u00edl\u00e1n\u00ed v\u010dasn\u00fdch, c\u00edlen\u00fdch a personalizovan\u00fdch zpr\u00e1v, kter\u00e9 zvy\u0161uj\u00ed p\u0159\u00edjmy. A to v\u0161e prost\u0159ednictv\u00edm automatizovan\u00e9ho procesu.<\/p>","protected":false},"author":239642484,"featured_media":13094,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[],"class_list":["post-6583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nC\u00f3mo la personalizaci\u00f3n y los procesos automatizados pueden mejorar las conversiones - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/masterbase.com\/cs\/jak-personalizace-a-automatizovane-procesy-mohou-zlepsit-konverze\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo la personalizaci\u00f3n y los procesos automatizados pueden mejorar las conversiones - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Las estrategias para lograr el \u00e9xito en las comunicaciones digitales han evolucionado desde el env\u00edo de mensajes tipo, id\u00e9nticos, al total de los suscriptores y quedarse cruzando los dedos a la espera de una conversi\u00f3n, hacia el env\u00edo oportuno y focalizado de mensajes personalizados que disparan los ingresos. 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