{"id":6558,"date":"2023-01-17T21:43:00","date_gmt":"2023-01-17T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6558"},"modified":"2024-01-09T16:42:16","modified_gmt":"2024-01-09T14:42:16","slug":"relevans-i-markedsforingen-hvor-den-er-pa-vej-hen","status":"publish","type":"post","link":"https:\/\/masterbase.com\/da\/la-relevancia-en-marketing-hacia-donde-va\/masterbase\/","title":{"rendered":"Relevans i marketing - hvor er det p\u00e5 vej hen?"},"content":{"rendered":"<p style=\"text-align: justify;\">I en tidligere artikel kaldet <a style=\"user-select: auto;\" href=\"http:\/\/www.linkedin.com\/pulse\/4-pasos-para-crear-mensajes-relevantes-en-email-duran-mc-coy\" target=\"_blank\" rel=\"noopener\">4 trin til at skabe relevante e-mail-marketingbudskaber<\/a> Jeg definerede relevans, beskrev dens betydning og skitserede fire trin til at skabe relevante budskaber.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\">Nu er det tid til at se p\u00e5, hvor relevansen er p\u00e5 vej hen takket v\u00e6re tre store faktorer: flere og bedre teknologier til at opn\u00e5 relevans, data til at fodre disse teknologier og strategier til mest effektivt at styre indsatsen mod fuld relevans.<\/p>\n<p style=\"text-align: justify;\">En interessant artikel af <a style=\"user-select: auto;\" href=\"http:\/\/www.linkedin.com\/in\/david-daniels-0055732\" target=\"_blank\" rel=\"noopener\">David Daniels<\/a> fra The Revancy Group beskriver denne nye fremtid for marketingrelevans.<\/p>\n<p style=\"text-align: justify;\">Vi bev\u00e6ger os hurtigt ind i en ny fase, n\u00e5r det g\u00e6lder relevans, hvor fremtiden g\u00e5r fra CRM til en kontekstuel taktik for at levere en \u00e6gte individuel oplevelse, kendt som <strong style=\"font-weight: bold;\">\"Menneskebaseret markedsf\u00f8ring\" (People-BasedMarketing).<\/strong><\/p>\n<p style=\"text-align: justify;\">Denne tilgang indeb\u00e6rer, at man blander CRM-data med ukendte data for at genkende kunden som en person. Dette begreb om menneskebaseret markedsf\u00f8ring giver for f\u00f8rste gang markedsf\u00f8rere mulighed for at m\u00e5lrette mod mennesker individuelt, men i massevis.<\/p>\n<p style=\"text-align: justify;\">Digitale marketingfolk skal begynde at anerkende kunderne som individer og efterligne offline-oplevelser. Mange offline-virksomheder (fysiske butikker) genkender deres faste kunder og har forskellige samtaler og modtager forskellige tilbud fra nye kunder, der bes\u00f8ger virksomheden for f\u00f8rste gang.<\/p>\n<p style=\"text-align: justify;\">Denne tilgang kr\u00e6ver, at man kender personens identitet og derefter bruger adf\u00e6rd, holdninger, demografi og placering som m\u00e5lgruppeattributter.<\/p>\n<p style=\"text-align: justify;\">Nutidens marketingfolk har mulighed for at m\u00e5lrette kunder via deres e-mailadresse, men vi oplever, at e-mailmarkedsf\u00f8rere ikke bruger alle de data, de har til r\u00e5dighed.<\/p>\n<h3 style=\"text-align: justify;\">Fremtidens relevans er begyndt<\/h3>\n<p style=\"text-align: justify;\">Forbrugerne kr\u00e6ver relevans. I den seneste Relevance Group Consumer Survey,<strong style=\"font-weight: bold;\"> 55% af forbrugerne siger, at de ignorerer eller afviser beskeder, der ikke er relevante for dem.<\/strong><\/p>\n<h3 style=\"text-align: justify;\">Rejsen mod relevans<\/h3>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Segment:<\/strong> Det har v\u00e6ret grundlaget for direkte og digital markedsf\u00f8ring i \u00e5rtier. I denne tilgang udnytter marketingfolk CRM-data (Customer Relationship Marketing), RFM-data (Frequency and Monetary), som giver et historisk overblik over kundeforholdet.<\/li>\n<li><strong style=\"font-weight: bold;\">Kontekst:<\/strong> Det er den \u00e6ra, vi befinder os i i dag. Context udnytter de bedste aspekter af pr\u00e6cisionsmarkedsf\u00f8ring, herunder udnyttelsen af <strong style=\"font-weight: bold;\">Data i realtid<\/strong> at bruge begivenhedsbaseret information til at udl\u00f8se kommunikation eller til at bruge som datainput i forudsigelsesmodeller. Hvis tidligere adf\u00e6rd er den bedste pr\u00e6diktor for fremtidig adf\u00e6rd, fungerer kontekstuelle data til dels, fordi tidligere adf\u00e6rd kan v\u00e6re s\u00e5 ny som minutter, timer eller dage. Dette er et n\u00f8dvendigt skridt for at \u00f8ge markedsf\u00f8ringens n\u00f8jagtighed.<\/li>\n<li><strong style=\"font-weight: bold;\">Mennesker:<\/strong> People-BasedMarketing (PBM) er et spirende aspekt af den markedsf\u00f8ring, vi besk\u00e6ftiger os med i \u00f8jeblikket. Det sikrer, at CRM-data blandes med ukendte data for at genkende kunden som en person.<\/li>\n<\/ul>\n<p style=\"text-align: justify; padding-left: 40px;\">Begrebet \"menneskebaseret markedsf\u00f8ring\" giver for f\u00f8rste gang markedsf\u00f8rere mulighed for at m\u00e5lrette mod mennesker individuelt, men i massevis. Denne tilgang giver markedsf\u00f8rere mulighed for at implementere vedvarende identitetsbaserede livscyklusser eller engangskampagner.<\/p>\n<p style=\"text-align: justify;\">Fremtidens relevans best\u00e5r af <strong style=\"font-weight: bold;\">4 hoveds\u00f8jler<\/strong>:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Identitetsstyring <\/strong>Teknologien og metoden til at matche kendte kunder fra et CRM-system med ukendte kundeoplysninger er et vigtigt krav til fremtidig relevans.<\/li>\n<li><strong style=\"font-weight: bold;\">H\u00e5ndtering af data<\/strong> Evnen til at h\u00e5ndtere enorme m\u00e6ngder ustrukturerede data, kundeoplysninger og massive reklamedata. Det kr\u00e6ver yderligere datataktik som f.eks. hygiejne og berigelse.<\/li>\n<li><strong style=\"font-weight: bold;\">Maskinindl\u00e6ring - Maskinindl\u00e6ring<\/strong> Evnen til at give marketingfolk kunstig intelligens til at udvikle forudsigelige anbefalinger og nye taktikker til m\u00e5lretning og fokus.<\/li>\n<li><strong style=\"font-weight: bold;\">Implementering af kanalerne<\/strong> Evnen til at skabe relevans p\u00e5 tv\u00e6rs af alle kanaler og vigtigst af alt m\u00e5le engagement p\u00e5 tv\u00e6rs af kanaler og enheder.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Fremtidens relevans kr\u00e6ver n\u00f8jagtige data i realtid til segmentering og analyse.<\/strong><\/h3>\n<p>Fremtidens relevans kr\u00e6ver n\u00f8jagtige realtidsdata til m\u00e5lretning og analyse. Markedsf\u00f8rere bruger i stigende grad realtidsdata til at g\u00f8re deres kampagner mere pr\u00e6cise.<\/p>\n<p style=\"text-align: justify;\">Data i realtid, som f.eks. placering, data om webbegivenheder og endda vejret, forbedrer n\u00f8jagtigheden af relevansen dramatisk. Evnen til at handle p\u00e5 adf\u00e6rdselementer i realtid vil fremme kampagnekontekst og -resultater.<\/p>\n<p style=\"text-align: justify;\">Datahygiejne og databerigelse er ogs\u00e5 vigtige elementer i fremtidens relevans. Det er bydende n\u00f8dvendigt, at marketingfolk arbejder med rene data, f\u00f8r de begynder at kombinere kendte og ukendte kundedata, dvs. identitetsstyring.<\/p>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Maskinl\u00e6ring og kunstig intelligens er n\u00f8dvendigt og vokser hurtigt.<\/strong><\/h3>\n<p style=\"text-align: justify;\">I \u00e5revis har marketingfolk eksperimenteret med pr\u00e6diktive anbefalingsteknologier, hvoraf de fleste har manifesteret sig i personalisering af hjemmesider. Derfor er der kommet nye l\u00e6ringsteknologier p\u00e5 markedet, som bygger p\u00e5 sofistikeret kunstig intelligens.<\/p>\n<p style=\"text-align: justify;\">Anbefalingsalgoritmer l\u00e6rer af tidligere adf\u00e6rd og bliver mere pr\u00e6cise med tiden.<\/p>\n<p style=\"text-align: justify;\">Selv om denne teknologi \u00e6ndrer sig hurtigt, b\u00f8r marketingfolk kigge efter dem, der har centrale forudsigelsesfunktioner gennem kompleks modellering, og ogs\u00e5 dem, der tilslutter sig nogle af de nyeste tilbud om webpersonalisering. Markedsf\u00f8rere, der \"omfavner\" maskinerne, har en fordel i forhold til dem, der ikke g\u00f8r.<\/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\/I1012\/63c7206f45eb8800191777fa\/ke28y0lcd9no6aatyfdpi777grnsff1suhnt158aepr6xf4cbe1xls25m6cg146m\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>I en tidligere artikel med titlen 4 trin til at skabe relevante budskaber i e-mailmarkedsf\u00f8ring definerede jeg relevans, beskrev dens betydning og skitserede 4 trin til at skabe relevante budskaber.<\/p>","protected":false},"author":239642484,"featured_media":7782,"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-6558","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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