{"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":"aktualumas-rinkodaroje-kur-ji-vyksta","status":"publish","type":"post","link":"https:\/\/masterbase.com\/lt\/la-relevancia-en-marketing-hacia-donde-va\/masterbase\/","title":{"rendered":"Aktualumas rinkodaroje - kur link jis eina?"},"content":{"rendered":"<p style=\"text-align: justify;\">Ankstesniame straipsnyje, pavadintame <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 \u017eingsniai, kaip sukurti tinkamus el. pa\u0161to rinkodaros prane\u0161imus<\/a> Apibr\u0117\u017eiau svarb\u0105, paai\u0161kinau jos svarb\u0105 ir nurod\u017eiau 4 \u017eingsnius, kaip sukurti svarbias \u017einutes.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\">Dabar at\u0117jo laikas pa\u017evelgti \u012f tai, kur link eina aktualumas d\u0117l trij\u0173 pagrindini\u0173 veiksni\u0173: vis daugiau ir geresni\u0173 technologij\u0173, skirt\u0173 aktualumui pasiekti, duomen\u0173, kuriais \u0161ios technologijos gali b\u016bti papildytos, ir strategij\u0173, kaip efektyviausiai nukreipti pastangas siekiant visi\u0161ko aktualumo.<\/p>\n<p style=\"text-align: justify;\">\u012edomus straipsnis <a style=\"user-select: auto;\" href=\"http:\/\/www.linkedin.com\/in\/david-daniels-0055732\" target=\"_blank\" rel=\"noopener\">Davidas Danielsas<\/a> \"Revancy Group\" apib\u016bdina \u0161i\u0105 nauj\u0105 rinkodaros aktualumo ateit\u012f.<\/p>\n<p style=\"text-align: justify;\">Spar\u010diai pereiname \u012f nauj\u0105 svarbos etap\u0105, kai ateityje nuo CRM pereisime prie kontekstin\u0117s taktikos, kad u\u017etikrintume tikr\u0105 individuali\u0105 patirt\u012f, vadinam\u0105 <strong style=\"font-weight: bold;\">\"People-BasedMarketing\" (\u017dmon\u0117mis pagr\u012fsta rinkodara).<\/strong><\/p>\n<p style=\"text-align: justify;\">Taikant \u0161\u012f metod\u0105 CRM duomenys sujungiami su ne\u017einomais duomenimis, kad klientas b\u016bt\u0173 atpa\u017eintas kaip asmuo. \u0160i \u017emon\u0117mis pagr\u012fstos rinkodaros s\u0105voka pirm\u0105 kart\u0105 leid\u017eia rinkodaros specialistams orientuotis \u012f atskirus asmenis, ta\u010diau masi\u0161kai.<\/p>\n<p style=\"text-align: justify;\">Skaitmenin\u0117s rinkodaros specialistai turi prad\u0117ti atpa\u017einti klientus kaip asmenis ir imituoti patirt\u012f, \u012fgyt\u0105 neprisijungus prie interneto. Daugelis neprisijungusi\u0173 \u012fmoni\u0173 (fizini\u0173 parduotuvi\u0173) atpa\u017e\u012fsta savo nuolatinius klientus ir su jais bendrauja \u012fvairiai, o nauji klientai, pirm\u0105 kart\u0105 apsilank\u0119 \u012fmon\u0117je, sulaukia skirting\u0173 pasi\u016blym\u0173.<\/p>\n<p style=\"text-align: justify;\">Taikant \u0161\u012f metod\u0105 reikia \u017einoti asmens tapatyb\u0119, o po to kaip tikslin\u0117s atributikos po\u017eymius naudoti elgsen\u0105, po\u017ei\u016br\u012f, demografinius duomenis ir vietov\u0119.<\/p>\n<p style=\"text-align: justify;\">\u0160iandien rinkodaros specialistai turi galimyb\u0119 nukreipti klientus pagal j\u0173 el. pa\u0161to adres\u0105, ta\u010diau pastebime, kad el. pa\u0161to rinkodaros specialistai nei\u0161naudoja vis\u0173 turim\u0173 duomen\u0173.<\/p>\n<h3 style=\"text-align: justify;\">Aktualumo ateitis prasid\u0117jo<\/h3>\n<p style=\"text-align: justify;\">Vartotojai reikalauja aktualumo. Neseniai atliktoje \"Relevance Group\" vartotoj\u0173 apklausoje,<strong style=\"font-weight: bold;\"> 55% vartotoj\u0173 teigia, kad ignoruoja arba atmeta jiems neaktualius prane\u0161imus.<\/strong><\/p>\n<h3 style=\"text-align: justify;\">Tinkamumo kelion\u0117<\/h3>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Segmentas:<\/strong> Tai jau de\u0161imtme\u010dius yra tiesiogin\u0117s ir skaitmenin\u0117s rinkodaros pagrindas. Taikydami \u0161\u012f metod\u0105 rinkodaros specialistai naudoja ry\u0161i\u0173 su klientais rinkodaros (CRM), da\u017enumo ir pinig\u0173 (RFM) duomenis, kurie leid\u017eia susidaryti sen\u0105 istorin\u012f vaizd\u0105 apie santykius su klientais.<\/li>\n<li><strong style=\"font-weight: bold;\">Kontekstas:<\/strong> \u0160iandien gyvename tokioje epochoje. Kontekste panaudojami geriausi tiksliosios rinkodaros aspektai, \u012fskaitant naudojim\u0105si <strong style=\"font-weight: bold;\">realaus laiko duomenys<\/strong> naudoti \u012fvykiu pagr\u012fst\u0105 informacij\u0105 prane\u0161imams inicijuoti arba naudoti kaip duomen\u0173 \u012fvest\u012f prognozavimo modeliuose. Jei praeities elgsena yra geriausias b\u016bsimos elgsenos prognozuotojas, kontekstiniai duomenys i\u0161 dalies pasiteisina, nes praeities elgsena gali b\u016bti vos kelios minut\u0117s, valandos ar dienos. Tai b\u016btinas \u017eingsnis siekiant padidinti rinkodaros tikslum\u0105.<\/li>\n<li><strong style=\"font-weight: bold;\">\u017dmon\u0117s:<\/strong> \u017dmon\u0117mis grind\u017eiama rinkodara (\u017dRM) - tai pradedamas pl\u0117toti rinkodaros aspektas, kuriuo \u0161iuo metu u\u017esiimame. Ji u\u017etikrina CRM duomen\u0173 sujungim\u0105 su ne\u017einomais duomenimis, kad klientas b\u016bt\u0173 atpa\u017e\u012fstamas kaip asmuo.<\/li>\n<\/ul>\n<p style=\"text-align: justify; padding-left: 40px;\">\u0160i \"\u017emon\u0117mis pagr\u012fstos rinkodaros\" s\u0105voka pirm\u0105 kart\u0105 leid\u017eia rinkodaros specialistams orientuotis \u012f atskirus asmenis, ta\u010diau masi\u0161kai. \u0160is po\u017ei\u016bris leid\u017eia rinkodaros specialistams \u012fgyvendinti nuolatinius tapatyb\u0117mis pagr\u012fstus gyvenimo ciklus arba vienkartines kampanijas.<\/p>\n<p style=\"text-align: justify;\">Ateities svarb\u0105 sudaro <strong style=\"font-weight: bold;\">4 pagrindiniai rams\u010diai<\/strong>:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Tapatyb\u0117s valdymas <\/strong>Technologija ir metodika, leid\u017eianti suderinti \u017einomus klientus i\u0161 CRM su ne\u017einoma informacija apie klientus, yra pagrindinis b\u016bsimos svarbos reikalavimas.<\/li>\n<li><strong style=\"font-weight: bold;\">Duomen\u0173 valdymas<\/strong> Galimyb\u0117 tvarkyti did\u017eiulius nestrukt\u016brizuot\u0173 duomen\u0173, informacijos apie klientus ir reklamos duomen\u0173 kiekius. Tam reikalingos papildomos duomen\u0173 taktikos, pavyzd\u017eiui, higiena ir praturtinimas.<\/li>\n<li><strong style=\"font-weight: bold;\">Ma\u0161ininis mokymasis - Ma\u0161ininis mokymasis<\/strong> Galimyb\u0117 rinkodaros specialistams teikti dirbtinio intelekto duomenis, kad jie gal\u0117t\u0173 kurti prognozuojamas rekomendacijas ir naujas tikslinio nukreipimo ir d\u0117mesio sutelkimo taktikas.<\/li>\n<li><strong style=\"font-weight: bold;\">Kanal\u0173 \u012fgyvendinimas<\/strong> Galimyb\u0117 u\u017etikrinti svarb\u0105 visuose kanaluose ir, svarbiausia, matuoti \u012fsitraukim\u0105 \u012fvairiuose kanaluose ir \u012frenginiuose.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Ateityje svarbai reikia tiksli\u0173 realaus laiko duomen\u0173 segmentavimui ir analizei.<\/strong><\/h3>\n<p>Ateityje aktualumo srityje reikia tiksli\u0173 realaus laiko duomen\u0173, kad juos b\u016bt\u0173 galima tikslingai naudoti ir analizuoti. Rinkodaros specialistai vis da\u017eniau naudoja realaus laiko duomenis, kad j\u0173 kampanijos b\u016bt\u0173 tikslesn\u0117s.<\/p>\n<p style=\"text-align: justify;\">Realaus laiko duomenys, pavyzd\u017eiui, duomenys apie buvimo viet\u0105, interneto \u012fvyki\u0173 duomenys ir net oro s\u0105lygos, labai padidina svarbos tikslum\u0105. Galimyb\u0117 veikti pagal elgsenos elementus realiuoju laiku pagerins kampanijos kontekst\u0105 ir rezultatus.<\/p>\n<p style=\"text-align: justify;\">Duomen\u0173 higiena ir duomen\u0173 praturtinimas taip pat yra esminiai ateities svarbos elementai. B\u016btina, kad rinkodaros specialistai dirbt\u0173 su \u0161variais duomenimis, prie\u0161 prad\u0117dami visapusi\u0161kai derinti \u017einomus ir ne\u017einomus klient\u0173 duomenis, t. y. tapatyb\u0117s valdym\u0105.<\/p>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Ma\u0161ininis mokymasis ir dirbtinis intelektas yra b\u016btini ir spar\u010diai auga.<\/strong><\/h3>\n<p style=\"text-align: justify;\">Rinkodaros specialistai jau daug met\u0173 eksperimentuoja su prognozavimo rekomendacij\u0173 technologijomis, i\u0161 kuri\u0173 did\u017eioji dalis pasirei\u0161k\u0117 svetaini\u0173 personalizavimo srityje. Taigi rinkoje atsirado nauj\u0173 mokymosi technologij\u0173, kurios remiasi sud\u0117tingu dirbtiniu intelektu.<\/p>\n<p style=\"text-align: justify;\">Rekomendavimo algoritmai mokosi i\u0161 ankstesnio elgesio ir laikui b\u0117gant tampa vis tikslesni.<\/p>\n<p style=\"text-align: justify;\">Nors \u0161i technologija spar\u010diai kei\u010diasi, rinkodaros specialistai tur\u0117t\u0173 ie\u0161koti t\u0173, kurie turi pagrindines prognozavimo galimybes, naudodami sud\u0117ting\u0105 modeliavim\u0105, taip pat t\u0173, kurie prisijungia prie kai kuri\u0173 naujausi\u0173 interneto personalizavimo pasi\u016blym\u0173. Rinkodaros specialistai, kurie \"priima\" ma\u0161inas, turi prana\u0161um\u0105 prie\u0161 tuos, kurie to nedaro.<\/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>Ankstesniame straipsnyje \"4 \u017eingsniai, kaip sukurti tinkamus prane\u0161imus el. pa\u0161to rinkodaros srityje\" apibr\u0117\u017eiau tinkamum\u0105, i\u0161samiai apib\u016bdinau jo svarb\u0105 ir nurod\u017eiau 4 \u017eingsnius, kaip sukurti tinkamus prane\u0161imus.<\/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 with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La relevancia en marketing. \u00bfHacia d\u00f3nde va? - 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\/lt\/aktualumas-rinkodaroje-kur-ji-vyksta\/pagrindine-duomenu-baze\/\" \/>\n<meta property=\"og:locale\" content=\"lt_LT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La relevancia en marketing. \u00bfHacia d\u00f3nde va? - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"En un art\u00edculo pasado llamado 4 pasos para crear mensajes relevantes en Email Marketing hice una definici\u00f3n de la relevancia, detall\u00e9 su importancia y expuse 4 pasos para crear mensajes relevantes.\" \/>\n<meta property=\"og:url\" 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