{"id":6600,"date":"2023-03-13T21:43:00","date_gmt":"2023-03-13T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6600"},"modified":"2024-01-09T16:41:05","modified_gmt":"2024-01-09T14:41:05","slug":"jak-muze-marketing-tezit-z-automatizace-procesu","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/como-el-area-de-marketing-se-puede-beneficiar-de-la-automatizacion-de-procesos\/masterbase\/","title":{"rendered":"Jak m\u016f\u017ee marketing t\u011b\u017eit z automatizace proces\u016f"},"content":{"rendered":"<p style=\"text-align: justify;\">V dob\u011b internetu a digit\u00e1ln\u00edch technologi\u00ed st\u00e1le existuje mnoho marketingov\u00fdch proces\u016f, kter\u00e9 mohou t\u011b\u017eit z automatizace proces\u016f.<\/p>\n<p style=\"text-align: justify;\">P\u0159edpokl\u00e1d\u00e1m, \u017ee jako dobr\u00fd marketingov\u00fd mana\u017eer hled\u00e1te zp\u016fsoby, jak transformovat sv\u00e9 marketingov\u00e9 odd\u011blen\u00ed, aby fungovalo rychleji a neprop\u00e1slo prodejn\u00ed p\u0159\u00edle\u017eitosti.<\/p>\n<p style=\"text-align: justify;\">Automatizace proces\u016f m\u016f\u017ee b\u00fdt nejlep\u0161\u00edm \u0159e\u0161en\u00edm, jak pozitivn\u011b zm\u011bnit marketing ve va\u0161\u00ed organizaci.<\/p>\n<p style=\"text-align: justify;\">Existuje mnoho \u010dinnost\u00ed, kter\u00e9 mohou d\u00edky zaveden\u00ed automatizovan\u00fdch proces\u016f v\u00e9st k v\u00fdrazn\u00e9mu zv\u00fd\u0161en\u00ed efektivity a \u010dasu. Konkr\u00e9tn\u011b se jedn\u00e1 o opakuj\u00edc\u00ed se \u00fakoly, kter\u00e9 lze z hlediska prodeje a marketingu sn\u00ed\u017eit t\u00e9m\u011b\u0159 o 80%.<\/p>\n<p style=\"text-align: justify;\">O\u010dek\u00e1v\u00e1 se, \u017ee do roku 2022 bude automatizov\u00e1no 59% podnikov\u00fdch proces\u016f, a lid\u00e9 tak budou m\u00edt mnohem v\u00edce \u010dasu a prostoru v\u011bnovat se kreativn\u00edm \u00fakol\u016fm. Automatizace hraje st\u00e1le d\u016fle\u017eit\u011bj\u0161\u00ed roli a \u010dasto ji usnad\u0148uje snadn\u00e1 integrace se st\u00e1vaj\u00edc\u00ed IT infrastrukturou.<\/p>\n<p style=\"text-align: justify;\">Automatizaci proces\u016f v marketingu m\u016f\u017eeme rozd\u011blit do t\u0159\u00ed kategori\u00ed:<\/p>\n<ul style=\"text-align: justify;\">\n<li>Provozn\u00ed marketing<\/li>\n<li>V\u011brnost z\u00e1kazn\u00edk\u016f<\/li>\n<li>Zku\u0161enosti z\u00e1kazn\u00edk\u016f<\/li>\n<\/ul>\n<h4 style=\"text-align: justify;\">Provozn\u00ed marketing<\/h4>\n<p style=\"text-align: justify;\">Marketing je pln\u00fd opakuj\u00edc\u00edch se \u00fakol\u016f, kter\u00e9 zahrnuj\u00ed v\u00edce syst\u00e9m\u016f. Nap\u0159\u00edklad minul\u00fd t\u00fdden jsme spustili proces, kter\u00fd n\u00e1m pomohl rychle zjistit, kdo \u00fasp\u011b\u0161n\u011b dokon\u010dil certifika\u010dn\u00ed kurzy na\u0161\u00ed akademie, a vytvo\u0159it personalizovan\u00fd diplom, kter\u00fd se automaticky zas\u00edl\u00e1 e-mailem ka\u017ed\u00e9mu, kdo je absolvuje. Ka\u017ed\u00e1 marketingov\u00e1 organizace si je v\u011bdoma mno\u017estv\u00ed zdlouhav\u00e9 pr\u00e1ce rozprost\u0159en\u00e9 do v\u00edce syst\u00e9m\u016f.<\/p>\n<h4 style=\"text-align: justify;\">V\u011brnost z\u00e1kazn\u00edk\u016f<\/h4>\n<p style=\"text-align: justify;\">Dne\u0161n\u00ed CMO hraj\u00ed p\u0159\u00edm\u011bj\u0161\u00ed roli p\u0159i zapojov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Marketingov\u00e9 odd\u011blen\u00ed chce vyu\u017e\u00edvat v\u0161echny zdroje dat ke zlep\u0161en\u00ed p\u0159esnosti aktivit zam\u011b\u0159en\u00fdch na z\u00e1kazn\u00edky a relevance pou\u017e\u00edvan\u00e9ho obsahu.<\/p>\n<h4 style=\"text-align: justify;\">Zku\u0161enosti z\u00e1kazn\u00edk\u016f<\/h4>\n<p style=\"text-align: justify;\">Asi nejzaj\u00edmav\u011bj\u0161\u00edm p\u0159\u00ednosem automatizovan\u00fdch proces\u016f v marketingu je aplikace strojov\u00e9ho u\u010den\u00ed na marketingov\u00fd trycht\u00fd\u0159 a z\u00e1kaznickou zku\u0161enost. Rozhodnut\u00ed, kter\u00e1 jsou v na\u0161em pracovn\u00edm postupu zalo\u017eena na pravidlech, se mohou v pr\u016fb\u011bhu \u010dasu zlep\u0161ovat na z\u00e1klad\u011b zku\u0161enost\u00ed z\u00edskan\u00fdch strojov\u00fdm u\u010den\u00edm.<\/p>\n<p style=\"text-align: justify;\">N\u00ed\u017ee jsou uvedeny n\u011bkter\u00e9 ze zp\u016fsob\u016f, jak efektivn\u011b implementovat automatizovan\u00e9 procesy v r\u00e1mci marketingov\u00e9ho odd\u011blen\u00ed.<\/p>\n<h2 style=\"text-align: justify;\">Provozn\u00ed marketing<\/h2>\n<h4 style=\"text-align: justify;\">Sledov\u00e1n\u00ed cen a konkurence<\/h4>\n<p style=\"text-align: justify;\">Automatizovan\u00e9 procesy umo\u017e\u0148uj\u00ed sledovat webov\u00e9 str\u00e1nky a ceny konkurent\u016f v re\u00e1ln\u00e9m \u010dase a dost\u00e1vat ozn\u00e1men\u00ed o zm\u011bn\u00e1ch. D\u00edky tomu mohou spole\u010dnosti odpov\u00eddaj\u00edc\u00edm zp\u016fsobem upravit sv\u00e9 ceny, ani\u017e by musely proch\u00e1zet webov\u00e9 str\u00e1nky konkurent\u016f jednu po druh\u00e9.<\/p>\n<h4 style=\"text-align: justify;\">Usnadn\u011bn\u00ed p\u0159echodu od star\u00fdch k nov\u00fdm \u0159e\u0161en\u00edm<\/h4>\n<p style=\"text-align: justify;\">S rostouc\u00edm po\u010dtem prodejn\u00edho a marketingov\u00e9ho softwaru, od akcelerace prodeje po automatizaci marketingu, spole\u010dnosti st\u00e1le \u010dast\u011bji p\u0159ech\u00e1zej\u00ed ze star\u0161\u00edch syst\u00e9m\u016f na nov\u00e1 \u0159e\u0161en\u00ed.<\/p>\n<p style=\"text-align: justify;\">P\u0159enos v\u0161ech t\u011bchto informac\u00ed m\u016f\u017ee b\u00fdt obt\u00ed\u017en\u00fd a \u010dasov\u011b n\u00e1ro\u010dn\u00fd. Spole\u010dnosti, kter\u00e9 se rozhodnou zav\u00e9st automatizovan\u00e9 procesy, v\u0161ak snadno p\u0159esouvaj\u00ed informace z jednoho syst\u00e9mu do druh\u00e9ho, ani\u017e by do\u0161lo k naru\u0161en\u00ed provozu a bez rizika chyb zp\u016fsoben\u00fdch lidsk\u00fdm faktorem.<\/p>\n<h4 style=\"text-align: justify;\">Monitorov\u00e1n\u00ed soci\u00e1ln\u00edch m\u00e9di\u00ed<\/h4>\n<p style=\"text-align: justify;\">Soci\u00e1ln\u00ed m\u00e9dia z\u00edskala zna\u010dn\u00fd v\u00fdznam, proto\u017ee jsou prost\u0159ed\u00edm, v n\u011bm\u017e se odehr\u00e1v\u00e1 mnoho propaga\u010dn\u00edch akc\u00ed a dal\u0161\u00edch z\u00e1sadn\u00edch obchodn\u00edch krok\u016f. Lid\u00e9 ji\u017e nespol\u00e9haj\u00ed pouze na tradi\u010dn\u00ed formy marketingu, ale st\u00e1le v\u00edce podporuj\u00ed jejich digit\u00e1ln\u00ed modalitu. Prost\u0159ednictv\u00edm generov\u00e1n\u00ed automatizovan\u00fdch proces\u016f lze podnik\u016fm pomoci sledovat jejich v\u00fdkonnost ve sv\u011bt\u011b soci\u00e1ln\u00edch m\u00e9di\u00ed.<\/p>\n<p style=\"text-align: justify;\">Na z\u00e1klad\u011b porovn\u00e1n\u00ed s ostatn\u00edmi p\u0159\u00edsp\u011bvky m\u016f\u017eete zjistit, pro\u010d ur\u010dit\u00fd p\u0159\u00edsp\u011bvek z\u00edsk\u00e1v\u00e1 v\u00edce \"L\u00edb\u00ed se mi\" a sd\u00edlen\u00ed; m\u016f\u017eete analyzovat jeho v\u00fdkonnost a v p\u0159\u00edpad\u011b pot\u0159eby prov\u00e9st zm\u011bny a \u00fapravy profil\u016f a p\u0159\u00edsp\u011bvk\u016f.<\/p>\n<h4 style=\"text-align: justify;\">Extrakce marketingov\u00fdch dat z r\u016fzn\u00fdch form\u00e1t\u016f<\/h4>\n<p style=\"text-align: justify;\">Vzhledem k tomu, \u017ee se data objevuj\u00ed v nejr\u016fzn\u011bj\u0161\u00edch form\u00e1tech, od prost\u00e9ho textu a\u017e po pap\u00edrov\u00e9 pozn\u00e1mky, m\u016f\u017ee b\u00fdt obt\u00ed\u017en\u00e9 je v\u0161echny p\u0159e\u010d\u00edst a zadat. Po zaveden\u00ed automatizovan\u00fdch proces\u016f m\u016f\u017eete pomoc\u00ed technologie optick\u00e9ho rozpozn\u00e1v\u00e1n\u00ed znak\u016f \u010d\u00edst informace z r\u016fzn\u00fdch zdroj\u016f a automaticky je zad\u00e1vat do syst\u00e9mu CRM bez ztr\u00e1ty p\u0159esnosti.<\/p>\n<h2 style=\"text-align: justify;\">V\u011brnost z\u00e1kazn\u00edk\u016f<\/h2>\n<h4 style=\"text-align: justify;\">Zpravodajsk\u00e9 zpr\u00e1vy<\/h4>\n<p style=\"text-align: justify;\">Vypracov\u00e1n\u00ed a pravideln\u00e1 aktualizace zpravodajsk\u00fdch zpr\u00e1v je pro spole\u010dnosti \u010dasov\u011b n\u00e1ro\u010dn\u00e1. Nejjednodu\u0161\u0161\u00ed je vytvo\u0159it automatizovan\u00fd proces, kter\u00fd se o to postar\u00e1 a bude generovat automatick\u00e9 zpravodajsk\u00e9 reporty. M\u016f\u017ee pomoci identifikovat a upozornit na nov\u00e9 \u00fa\u010dastn\u00edky trhu.<\/p>\n<h4 style=\"text-align: justify;\">Upselling a cross-selling<\/h4>\n<p style=\"text-align: justify;\">Odes\u00edl\u00e1n\u00ed c\u00edlen\u00fdch zpr\u00e1v st\u00e1vaj\u00edc\u00edm z\u00e1kazn\u00edk\u016fm s c\u00edlem zv\u00fd\u0161it prodej na z\u00e1klad\u011b jejich profilu, a to prost\u0159ednictv\u00edm k\u0159\u00ed\u017eov\u00e9ho prodeje nebo up-sellingu, p\u0159i\u010dem\u017e je t\u0159eba zjistit, co si koupili a jak\u00e9 souvisej\u00edc\u00ed produkty jim lze nab\u00eddnout.<\/p>\n<h4 style=\"text-align: justify;\">Pr\u016fzkumy<\/h4>\n<p style=\"text-align: justify;\">Existuje obdob\u00ed n\u011bkolika hodin, p\u0159\u00edpadn\u011b n\u011bkolika dn\u00ed, kdy obraz va\u0161\u00ed slu\u017eby nebo produktu z\u016fst\u00e1v\u00e1 v pam\u011bti kupuj\u00edc\u00edho, co\u017e by m\u011blo b\u00fdt vyu\u017eito k prov\u00e1d\u011bn\u00ed pr\u016fzkum\u016f. Je t\u0159eba kout kladivo, dokud je \u017eelezo \u017ehav\u00e9. A k tomu existuje jen jeden zp\u016fsob, a to pomoc\u00ed automaticky vytv\u00e1\u0159en\u00fdch pr\u016fzkum\u016f v re\u00e1ln\u00e9m \u010dase.<\/p>\n<p style=\"text-align: justify;\">Existuj\u00ed t\u0159i p\u0159\u00edpady pou\u017eit\u00ed, pro kter\u00e9 jsou automatizovan\u00e9 pr\u016fzkumy ide\u00e1ln\u00ed. Za prv\u00e9, pro z\u00edsk\u00e1n\u00ed zp\u011btn\u00e9 vazby na va\u0161i slu\u017ebu nebo produkt. Druh\u00fdm je z\u00edsk\u00e1n\u00ed zp\u011btn\u00e9 vazby o zku\u0161enostech s va\u0161\u00edm webem. A t\u0159et\u00edm, nejd\u016fle\u017eit\u011bj\u0161\u00edm, je d\u00e1t z\u00e1kazn\u00edkovi pocit, \u017ee si ho v\u00e1\u017e\u00edte.<\/p>\n<p style=\"text-align: justify;\">Bohu\u017eel jen velmi m\u00e1lo lid\u00ed v\u011bnuje pozornost spr\u00e1vn\u00e9mu okam\u017eiku pro zasl\u00e1n\u00ed pr\u016fzkumu sv\u00fdm z\u00e1kazn\u00edk\u016fm. A my v\u011b\u0159\u00edme, \u017ee pr\u00e1v\u011b to je kl\u00ed\u010dov\u00fdm prvkem pro zv\u00fd\u0161en\u00ed m\u00edry odezvy.<\/p>\n<h2 style=\"text-align: justify;\">Zku\u0161enosti z\u00e1kazn\u00edk\u016f<\/h2>\n<h4 style=\"text-align: justify;\">Ukl\u00e1d\u00e1n\u00ed informac\u00ed o st\u00e1vaj\u00edc\u00edch a nov\u00fdch z\u00e1kazn\u00edc\u00edch<\/h4>\n<p style=\"text-align: justify;\">V\u00fdznamn\u00fdm p\u0159\u00edpadem pou\u017eit\u00ed automatizace proces\u016f je ukl\u00e1d\u00e1n\u00ed informac\u00ed o z\u00e1kazn\u00edc\u00edch organizovan\u00fdm a snadno p\u0159\u00edstupn\u00fdm zp\u016fsobem. Automatick\u00e1 klasifikace r\u016fzn\u00fdch kategori\u00ed dat, stejn\u011b jako jednoduch\u00e1 a segmentovan\u00e1 vizualizace dat nap\u0159\u00ed\u010d spole\u010dnost\u00ed, m\u016f\u017ee u\u0161et\u0159it spoustu \u010dasu a pen\u011bz a umo\u017e\u0148uje, aby se ru\u010dn\u00ed zad\u00e1v\u00e1n\u00ed t\u011bchto informac\u00ed do na\u0161ich syst\u00e9m\u016f stalo minulost\u00ed.<\/p>\n<p><a style=\"user-select: auto;\" href=\"https:\/\/ebook.masterbase.com\/aumente-el-valor-de-sus-emails\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important; position: relative; max-width: 100%; cursor: pointer; padding: 0px 1px;\" src=\"https:\/\/out.filebunker.com\/I1014\/640f2b781cfcfc0012a0bf67\/itae6p1g7huj5jpwozz45hxo20ivnztjhev54vdckupa64723os8tccr83zj0ood\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>V dob\u011b internetu a digit\u00e1ln\u00edch technologi\u00ed st\u00e1le existuje mnoho marketingov\u00fdch proces\u016f, kter\u00e9 mohou t\u011b\u017eit z automatizace proces\u016f.<\/p>","protected":false},"author":239642484,"featured_media":7767,"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,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","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":[1414],"class_list":["post-6600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"<!-- This site is optimized 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