{"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":"relevancia-a-marketingben-ahova-tart","status":"publish","type":"post","link":"https:\/\/masterbase.com\/hu\/la-relevancia-en-marketing-hacia-donde-va\/masterbase\/","title":{"rendered":"Relevancia a marketingben - merre tart?"},"content":{"rendered":"<p style=\"text-align: justify;\">Egy kor\u00e1bbi cikkben a k\u00f6vetkez\u0151 c\u00edmmel <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 l\u00e9p\u00e9s a relev\u00e1ns e-mail marketing \u00fczenetek l\u00e9trehoz\u00e1s\u00e1hoz<\/a> Meghat\u00e1roztam a relevanci\u00e1t, r\u00e9szleteztem annak fontoss\u00e1g\u00e1t, \u00e9s felv\u00e1zoltam a relev\u00e1ns \u00fczenetek l\u00e9trehoz\u00e1s\u00e1nak 4 l\u00e9p\u00e9s\u00e9t.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\">Most itt az ideje, hogy megvizsg\u00e1ljuk, hov\u00e1 tart a relevancia h\u00e1rom f\u0151 t\u00e9nyez\u0151nek k\u00f6sz\u00f6nhet\u0151en: a relevancia el\u00e9r\u00e9s\u00e9hez sz\u00fcks\u00e9ges t\u00f6bb \u00e9s jobb technol\u00f3gia, az ezeket a technol\u00f3gi\u00e1kat t\u00e1pl\u00e1l\u00f3 adatok, valamint a teljes relevanci\u00e1ra ir\u00e1nyul\u00f3 er\u0151fesz\u00edt\u00e9sek leghat\u00e9konyabb ir\u00e1ny\u00edt\u00e1s\u00e1ra ir\u00e1nyul\u00f3 strat\u00e9gi\u00e1k.<\/p>\n<p style=\"text-align: justify;\">Egy \u00e9rdekes cikk a <a style=\"user-select: auto;\" href=\"http:\/\/www.linkedin.com\/in\/david-daniels-0055732\" target=\"_blank\" rel=\"noopener\">David Daniels<\/a> a The Revancy Group munkat\u00e1rsa a marketing relevanci\u00e1j\u00e1nak \u00faj j\u00f6v\u0151j\u00e9t \u00edrja le.<\/p>\n<p style=\"text-align: justify;\">A relevancia tekintet\u00e9ben gyorsan egy \u00faj f\u00e1zisba l\u00e9p\u00fcnk, ahol a j\u00f6v\u0151 a CRM-t\u0151l a kontextu\u00e1lis taktik\u00e1k fel\u00e9 halad, hogy val\u00f3di egy\u00e9ni \u00e9lm\u00e9nyt ny\u00fajtson, amelyet \u00fagy h\u00edvnak <strong style=\"font-weight: bold;\">\"People-BasedMarketing\" (Emberalap\u00fa marketing).<\/strong><\/p>\n<p style=\"text-align: justify;\">Ez a megk\u00f6zel\u00edt\u00e9s a CRM-adatok \u00e9s az ismeretlen adatok \u00f6sszekapcsol\u00e1s\u00e1t jelenti, hogy az \u00fcgyfelet szem\u00e9lyk\u00e9nt ismerj\u00e9k fel. Ez az emberalap\u00fa marketing fogalma el\u0151sz\u00f6r teszi lehet\u0151v\u00e9 a marketingesek sz\u00e1m\u00e1ra, hogy egy\u00e9nileg, de t\u00f6megesen c\u00e9lozz\u00e1k meg az embereket.<\/p>\n<p style=\"text-align: justify;\">A digit\u00e1lis marketingeseknek el kell kezdeni\u00fck az \u00fcgyfeleket egy\u00e9nk\u00e9nt felismerni, az offline \u00e9lm\u00e9nyeket ut\u00e1nozva. Sok offline v\u00e1llalkoz\u00e1s (fizikai \u00fczlet) felismeri a t\u00f6rzsv\u00e1s\u00e1rl\u00f3it, \u00e9s v\u00e1ltozatos besz\u00e9lget\u00e9seket folytat, \u00e9s k\u00fcl\u00f6nb\u00f6z\u0151 aj\u00e1nlatokat kap az \u00fczletet el\u0151sz\u00f6r megl\u00e1togat\u00f3 \u00faj \u00fcgyfelekt\u0151l.<\/p>\n<p style=\"text-align: justify;\">Ehhez a megk\u00f6zel\u00edt\u00e9shez ismerni kell a szem\u00e9ly szem\u00e9lyazonoss\u00e1g\u00e1t, majd a viselked\u00e9st, az attit\u0171d\u00f6ket, a demogr\u00e1fiai adatokat \u00e9s a tart\u00f3zkod\u00e1si helyeket c\u00e9lzott attrib\u00fatumk\u00e9nt kell felhaszn\u00e1lni.<\/p>\n<p style=\"text-align: justify;\">A mai marketingesek k\u00e9pesek az \u00fcgyfeleket az e-mail c\u00edm\u00fck\u00f6n kereszt\u00fcl megc\u00e9lozni, azonban azt tapasztaljuk, hogy az e-mail marketingesek nem haszn\u00e1lj\u00e1k ki az \u00f6sszes rendelkez\u00e9s\u00fckre \u00e1ll\u00f3 adatot.<\/p>\n<h3 style=\"text-align: justify;\">A relevancia j\u00f6v\u0151je elkezd\u0151d\u00f6tt<\/h3>\n<p style=\"text-align: justify;\">A fogyaszt\u00f3k relevanci\u00e1t k\u00f6vetelnek. A Relevance Group legut\u00f3bbi fogyaszt\u00f3i felm\u00e9r\u00e9se szerint,<strong style=\"font-weight: bold;\"> A fogyaszt\u00f3k 55% r\u00e9sze azt \u00e1ll\u00edtja, hogy figyelmen k\u00edv\u00fcl hagyja vagy elutas\u00edtja a sz\u00e1m\u00e1ra nem relev\u00e1ns \u00fczeneteket.<\/strong><\/p>\n<h3 style=\"text-align: justify;\">A relevancia \u00fatja<\/h3>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Szegmens:<\/strong> \u00c9vtizedek \u00f3ta ez az alapja a direkt \u00e9s digit\u00e1lis marketingnek. Ebben a megk\u00f6zel\u00edt\u00e9sben a marketingesek az \u00fcgyf\u00e9lkapcsolati marketing (CRM), a gyakoris\u00e1gi \u00e9s monet\u00e1ris (RFM) adatokat hasznos\u00edtj\u00e1k, amelyek az \u00fcgyf\u00e9lkapcsolat r\u00e9gebbi m\u00faltj\u00e1t mutatj\u00e1k.<\/li>\n<li><strong style=\"font-weight: bold;\">Kontextus:<\/strong> Ez az a korszak, amelyben ma \u00e9l\u00fcnk. A kontextus a prec\u00edzi\u00f3s marketing legjobb aspektusait haszn\u00e1lja ki, bele\u00e9rtve a k\u00f6vetkez\u0151k kihaszn\u00e1l\u00e1s\u00e1t <strong style=\"font-weight: bold;\">val\u00f3s idej\u0171 adatok<\/strong> esem\u00e9nyalap\u00fa inform\u00e1ci\u00f3k felhaszn\u00e1l\u00e1sa kommunik\u00e1ci\u00f3 ind\u00edt\u00e1s\u00e1ra vagy el\u0151rejelz\u0151 modellekben adatbevitelk\u00e9nt val\u00f3 felhaszn\u00e1l\u00e1sra. Ha a m\u00faltbeli viselked\u00e9s a j\u00f6v\u0151beli viselked\u00e9s legjobb el\u0151rejelz\u0151je, akkor a kontextu\u00e1lis adatok r\u00e9szben az\u00e9rt m\u0171k\u00f6dnek, mert a m\u00faltbeli viselked\u00e9s ak\u00e1r percek, \u00f3r\u00e1k vagy napok \u00f3ta is lehet friss. Ez egy sz\u00fcks\u00e9ges l\u00e9p\u00e9s a marketing pontoss\u00e1g\u00e1nak n\u00f6vel\u00e9s\u00e9hez.<\/li>\n<li><strong style=\"font-weight: bold;\">Emberek:<\/strong> Az emberk\u00f6zpont\u00fa marketing (PBM) a marketingnek egy kialakul\u00f3ban l\u00e9v\u0151 aspektusa, amellyel jelenleg foglalkozunk. Biztos\u00edtja a CRM-adatok \u00e9s az ismeretlen adatok \u00f6sszekapcsol\u00e1s\u00e1t, hogy az \u00fcgyfelet szem\u00e9lyk\u00e9nt ismerj\u00fck fel.<\/li>\n<\/ul>\n<p style=\"text-align: justify; padding-left: 40px;\">Az \"emberk\u00f6zpont\u00fa marketing\" fogalma lehet\u0151v\u00e9 teszi a marketingesek sz\u00e1m\u00e1ra, hogy els\u0151 alkalommal egy\u00e9nileg, de t\u00f6megesen c\u00e9lozz\u00e1k meg az embereket. Ez a megk\u00f6zel\u00edt\u00e9s lehet\u0151v\u00e9 teszi a marketingesek sz\u00e1m\u00e1ra, hogy tart\u00f3s identit\u00e1salap\u00fa \u00e9letciklusokat vagy egyszeri kamp\u00e1nyokat val\u00f3s\u00edtsanak meg.<\/p>\n<p style=\"text-align: justify;\">A relevancia j\u00f6v\u0151je a k\u00f6vetkez\u0151kb\u0151l \u00e1ll <strong style=\"font-weight: bold;\">4 f\u0151 pill\u00e9r<\/strong>:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Identit\u00e1skezel\u00e9s <\/strong>A CRM-b\u0151l ismert \u00fcgyfelek ismeretlen \u00fcgyf\u00e9ladatokkal val\u00f3 \u00f6sszevet\u00e9s\u00e9nek technol\u00f3gi\u00e1ja \u00e9s m\u00f3dszertana kulcsfontoss\u00e1g\u00fa k\u00f6vetelm\u00e9ny a j\u00f6v\u0151beli relevancia szempontj\u00e1b\u00f3l.<\/li>\n<li><strong style=\"font-weight: bold;\">Adatkezel\u00e9s<\/strong> A hatalmas mennyis\u00e9g\u0171 struktur\u00e1latlan adat, \u00fcgyf\u00e9linform\u00e1ci\u00f3 \u00e9s hatalmas mennyis\u00e9g\u0171 hirdet\u00e9si adat kezel\u00e9s\u00e9nek k\u00e9pess\u00e9ge. Ez olyan tov\u00e1bbi adattaktik\u00e1kat ig\u00e9nyel, mint a higi\u00e9nia \u00e9s a d\u00fas\u00edt\u00e1s.<\/li>\n<li><strong style=\"font-weight: bold;\">G\u00e9pi tanul\u00e1s - G\u00e9pi tanul\u00e1s<\/strong> Az a k\u00e9pess\u00e9g, hogy a marketingesek mesters\u00e9ges intelligenci\u00e1val rendelkezzenek, hogy predikt\u00edv aj\u00e1nl\u00e1sokat \u00e9s \u00faj taktik\u00e1kat fejlesszenek ki a c\u00e9lz\u00e1sra \u00e9s a f\u00f3kusz\u00e1l\u00e1sra.<\/li>\n<li><strong style=\"font-weight: bold;\">A csatorn\u00e1k megval\u00f3s\u00edt\u00e1sa<\/strong> A relevancia n\u00f6vel\u00e9se minden csatorn\u00e1n kereszt\u00fcl, \u00e9s ami a legfontosabb, az elk\u00f6telezetts\u00e9g m\u00e9r\u00e9se minden csatorn\u00e1n \u00e9s eszk\u00f6z\u00f6n kereszt\u00fcl.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">A relevancia j\u00f6v\u0151je pontos, val\u00f3s idej\u0171 adatokat ig\u00e9nyel a szegment\u00e1l\u00e1shoz \u00e9s elemz\u00e9shez.<\/strong><\/h3>\n<p>A relevancia j\u00f6v\u0151je pontos, val\u00f3s idej\u0171 adatokat ig\u00e9nyel a c\u00e9lz\u00e1shoz \u00e9s elemz\u00e9shez. A marketingesek egyre ink\u00e1bb a val\u00f3s idej\u0171 adatokat haszn\u00e1lj\u00e1k fel kamp\u00e1nyaik pontosabb\u00e1 t\u00e9tel\u00e9re.<\/p>\n<p style=\"text-align: justify;\">A val\u00f3s idej\u0171 adatok, p\u00e9ld\u00e1ul a helymeghat\u00e1roz\u00e1s, a webes esem\u00e9nyadatok, s\u0151t az id\u0151j\u00e1r\u00e1s is dr\u00e1maian jav\u00edtja a relevancia pontoss\u00e1g\u00e1t. A viselked\u00e9si elemekre val\u00f3 val\u00f3s idej\u0171 reag\u00e1l\u00e1s k\u00e9pess\u00e9ge el\u0151r\u00e9bb viszi a kamp\u00e1nyok kontextus\u00e1t \u00e9s eredm\u00e9nyeit.<\/p>\n<p style=\"text-align: justify;\">Az adathigi\u00e9nia \u00e9s az adatgazdag\u00edt\u00e1s szint\u00e9n l\u00e9nyeges elemei a relevancia j\u00f6v\u0151j\u00e9nek. Elengedhetetlen, hogy a marketingesek tiszta adatokkal dolgozzanak, miel\u0151tt elkezden\u00e9k az ismert \u00e9s ismeretlen \u00fcgyf\u00e9ladatok teljes k\u00f6r\u0171 kombin\u00e1l\u00e1s\u00e1t, azaz az identit\u00e1skezel\u00e9st.<\/p>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">A g\u00e9pi tanul\u00e1s \u00e9s a mesters\u00e9ges intelligencia sz\u00fcks\u00e9ges \u00e9s gyorsan n\u00f6vekszik.<\/strong><\/h3>\n<p style=\"text-align: justify;\">A marketingesek \u00e9vek \u00f3ta k\u00eds\u00e9rleteznek a predikt\u00edv aj\u00e1nl\u00e1si technol\u00f3gi\u00e1kkal, amelyek t\u00f6bbs\u00e9ge a weboldalak szem\u00e9lyre szab\u00e1s\u00e1ban nyilv\u00e1nult meg. \u00cdgy ker\u00fcltek piacra a kifinomult mesters\u00e9ges intelligenci\u00e1ra \u00e9p\u00fcl\u0151 \u00faj tanul\u00e1si technol\u00f3gi\u00e1k.<\/p>\n<p style=\"text-align: justify;\">Az aj\u00e1nl\u00f3 algoritmusok tanulnak a m\u00faltbeli viselked\u00e9sb\u0151l, \u00e9s id\u0151vel egyre pontosabb\u00e1 v\u00e1lnak.<\/p>\n<p style=\"text-align: justify;\">B\u00e1r ez a technol\u00f3gia gyorsan v\u00e1ltozik, a marketingszakembereknek azokat kell keresni\u00fck, akik komplex modellez\u00e9ssel rendelkeznek alapvet\u0151 el\u0151rejelz\u0151 k\u00e9pess\u00e9gekkel, \u00e9s azokat is, akik a leg\u00fajabb webes szem\u00e9lyre szab\u00e1si aj\u00e1nlatok valamelyik\u00e9hez kapcsol\u00f3dnak. Azok a marketingesek, akik \"maguk\u00e9v\u00e1 teszik\" a g\u00e9peket, el\u0151nyben vannak azokkal szemben, akik nem.<\/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>Egy kor\u00e1bbi cikkemben, a 4 l\u00e9p\u00e9s a relev\u00e1ns \u00fczenetek l\u00e9trehoz\u00e1s\u00e1hoz az e-mail marketingben c\u00edm\u0171ben defini\u00e1ltam a relevanci\u00e1t, r\u00e9szleteztem annak fontoss\u00e1g\u00e1t, \u00e9s felv\u00e1zoltam 4 l\u00e9p\u00e9st a relev\u00e1ns \u00fczenetek l\u00e9trehoz\u00e1s\u00e1hoz.<\/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 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