{"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":"nozime-marketinga-kur-tas-notiek","status":"publish","type":"post","link":"https:\/\/masterbase.com\/lv\/la-relevancia-en-marketing-hacia-donde-va\/masterbase\/","title":{"rendered":"Aktualit\u0101te m\u0101rketing\u0101 - kur t\u0101 virz\u0101s?"},"content":{"rendered":"<p style=\"text-align: justify;\">Iepriek\u0161\u0113j\u0101 rakst\u0101 ar nosaukumu <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 so\u013ci, lai izveidotu atbilsto\u0161us e-pasta m\u0101rketinga zi\u0146ojumus<\/a> Es defin\u0113ju b\u016btiskumu, s\u012bki izkl\u0101st\u012bju t\u0101 noz\u012bmi un aprakst\u012bju 4 so\u013cus, lai izveidotu b\u016btiskus zi\u0146ojumus.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\">Tagad ir pien\u0101cis laiks apl\u016bkot, kurp virz\u0101s relevance, pateicoties trim galvenajiem faktoriem: arvien vair\u0101k un lab\u0101kas tehnolo\u0123ijas relevances sasnieg\u0161anai, dati \u0161o tehnolo\u0123iju izmanto\u0161anai un strat\u0113\u0123ijas, lai visefekt\u012bv\u0101k virz\u012btu centienus uz piln\u012bgu relevanci.<\/p>\n<p style=\"text-align: justify;\">Interesants raksts <a style=\"user-select: auto;\" href=\"http:\/\/www.linkedin.com\/in\/david-daniels-0055732\" target=\"_blank\" rel=\"noopener\">Deivids Danielss<\/a> Revancy Group p\u0101rst\u0101vis apraksta \u0161o jauno n\u0101kotni m\u0101rketinga aktualit\u0101tei.<\/p>\n<p style=\"text-align: justify;\">M\u0113s strauji virz\u0101mies uz jaunu posmu, kad noz\u012bme ir saist\u012bta ar n\u0101kotni, kur\u0101 no CRM p\u0101riet uz kontekstu\u0101lu taktiku, lai nodro\u0161in\u0101tu patiesi individu\u0101lu pieredzi, kas paz\u012bstama k\u0101. <strong style=\"font-weight: bold;\">\"Uz cilv\u0113kiem balst\u012bts m\u0101rketings\" (People-BasedMarketing).<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0160\u012b pieeja ietver CRM datu apvieno\u0161anu ar nezin\u0101miem datiem, lai atpaz\u012btu klientu k\u0101 personu. \u0160\u012b uz cilv\u0113kiem balst\u012bt\u0101 m\u0101rketinga koncepcija pirmo reizi \u013cauj tirgot\u0101jiem m\u0113r\u0137\u0113t uz cilv\u0113kiem individu\u0101li, bet masveid\u0101.<\/p>\n<p style=\"text-align: justify;\">Digit\u0101lajiem tirgot\u0101jiem j\u0101s\u0101k atpaz\u012bt klientus k\u0101 indiv\u012bdus, atdarinot bezsaistes pieredzi. Daudzi bezsaistes uz\u0146\u0113mumi (fiziski veikali) atpaz\u012bst savus past\u0101v\u012bgos klientus un veic da\u017e\u0101das sarunas, k\u0101 ar\u012b sa\u0146em da\u017e\u0101dus pied\u0101v\u0101jumus no jauniem klientiem, kas pirmo reizi apmekl\u0113 uz\u0146\u0113mumu.<\/p>\n<p style=\"text-align: justify;\">\u0160\u0101da pieeja prasa zin\u0101t personas identit\u0101ti un p\u0113c tam izmantot uzved\u012bbu, attieksmi, demogr\u0101fiskos datus un atra\u0161an\u0101s vietu k\u0101 m\u0113r\u0137a atrib\u016btus.<\/p>\n<p style=\"text-align: justify;\">M\u016bsdienu m\u0101rketinga speci\u0101listiem ir iesp\u0113ja m\u0113r\u0137tiec\u012bgi atlas\u012bt klientus, izmantojot vi\u0146u e-pasta adresi, tom\u0113r m\u0113s konstat\u0113jam, ka e-pasta m\u0101rketinga speci\u0101listi neizmanto visus pieejamos datus.<\/p>\n<h3 style=\"text-align: justify;\">Ir s\u0101kusies noz\u012bm\u012bguma n\u0101kotne<\/h3>\n<p style=\"text-align: justify;\">Pat\u0113r\u0113t\u0101ji pieprasa atbilst\u012bbu. Nesen veiktaj\u0101 Relevance Group pat\u0113r\u0113t\u0101ju aptauj\u0101,<strong style=\"font-weight: bold;\"> 55% pat\u0113r\u0113t\u0101ju apgalvo, ka ignor\u0113 vai noraida zi\u0146ojumus, kas vi\u0146iem nav svar\u012bgi.<\/strong><\/p>\n<h3 style=\"text-align: justify;\">Svar\u012bguma ce\u013cojums<\/h3>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Segments:<\/strong> Tas ir bijis tie\u0161\u0101 un digit\u0101l\u0101 m\u0101rketinga pamats jau gadu desmitiem. Izmantojot \u0161o pieeju, m\u0101rketinga speci\u0101listi izmanto klientu attiec\u012bbu m\u0101rketinga (CRM), bie\u017euma un monet\u0101ros (RFM) datus, kas sniedz v\u0113sturisku p\u0101rskatu par klientu attiec\u012bb\u0101m.<\/li>\n<li><strong style=\"font-weight: bold;\">Konteksts:<\/strong> Tas ir laikmets, kur\u0101 m\u0113s \u0161odien dz\u012bvojam. Kontekst\u0101 tiek izmantoti lab\u0101kie prec\u012bz\u0101 m\u0101rketinga aspekti, tostarp prec\u012bz\u0101 m\u0101rketinga izmanto\u0161ana <strong style=\"font-weight: bold;\">re\u0101llaika dati<\/strong> lai izmantotu uz notikumiem balst\u012btu inform\u0101ciju sazi\u0146as aktiviz\u0113\u0161anai vai datu ievad\u012b\u0161anai prognoz\u0113\u0161anas mode\u013cos. Ja pag\u0101tnes uzved\u012bba ir lab\u0101kais n\u0101kotnes uzved\u012bbas prognoz\u0113t\u0101js, kontekstu\u0101lie dati da\u013c\u0113ji darbojas t\u0101p\u0113c, ka pag\u0101tnes uzved\u012bba var b\u016bt tikpat jauna k\u0101 min\u016btes, stundas vai dienas. Tas ir nepiecie\u0161ams solis, lai palielin\u0101tu m\u0101rketinga precizit\u0101ti.<\/li>\n<li><strong style=\"font-weight: bold;\">Cilv\u0113ki:<\/strong> Uz cilv\u0113kiem balst\u012bts m\u0101rketings (PBM) ir m\u0101rketinga aspekts, ar kuru m\u0113s pa\u0161laik nodarbojamies. Tas nodro\u0161ina CRM datu apvieno\u0161anu ar nezin\u0101miem datiem, lai atpaz\u012btu klientu k\u0101 personu.<\/li>\n<\/ul>\n<p style=\"text-align: justify; padding-left: 40px;\">\u0160is \"uz cilv\u0113kiem balst\u012bta m\u0101rketinga\" j\u0113dziens pirmo reizi \u013cauj tirgot\u0101jiem m\u0113r\u0137\u0113t uz cilv\u0113kiem individu\u0101li, bet masveid\u0101. \u0160\u012b pieeja \u013cauj tirgot\u0101jiem \u012bstenot past\u0101v\u012bgus uz identit\u0101ti balst\u012btus dz\u012bves ciklus vai vienreiz\u0113jas kampa\u0146as.<\/p>\n<p style=\"text-align: justify;\">Atbilst\u012bbas n\u0101kotni veido <strong style=\"font-weight: bold;\">4 galvenie p\u012bl\u0101ri<\/strong>:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Identit\u0101tes p\u0101rvald\u012bba <\/strong>Tehnolo\u0123ija un metodolo\u0123ija, kas \u013cauj sal\u012bdzin\u0101t zin\u0101mos klientus no CRM ar nezin\u0101mu inform\u0101ciju par klientiem, ir galven\u0101 pras\u012bba, lai n\u0101kotn\u0113 nodro\u0161in\u0101tu noz\u012bm\u012bgumu.<\/li>\n<li><strong style=\"font-weight: bold;\">Datu p\u0101rvald\u012bba<\/strong> Sp\u0113ja p\u0101rvald\u012bt milz\u012bgus nestruktur\u0113tu datu apjomus, klientu inform\u0101ciju un masveida rekl\u0101mas datus. Tas prasa papildu datu taktiku, piem\u0113ram, higi\u0113nu un bag\u0101tin\u0101\u0161anu.<\/li>\n<li><strong style=\"font-weight: bold;\">Ma\u0161\u012bnm\u0101c\u012b\u0161an\u0101s - Ma\u0161\u012bnm\u0101c\u012b\u0161an\u0101s<\/strong> Iesp\u0113ja nodro\u0161in\u0101t m\u0101rketinga speci\u0101listus ar m\u0101ksl\u012bgo intelektu, lai izstr\u0101d\u0101tu prognoz\u0113jamus ieteikumus un jaunas taktikas m\u0113r\u0137tiec\u012bgai un m\u0113r\u0137tiec\u012bgai m\u0113r\u0137auditorijas atlasei.<\/li>\n<li><strong style=\"font-weight: bold;\">Kan\u0101lu ievie\u0161ana<\/strong> Iesp\u0113ja nodro\u0161in\u0101t atbilst\u012bbu visos kan\u0101los un, kas ir vissvar\u012bg\u0101k, m\u0113r\u012bt iesaist\u012b\u0161anos visos kan\u0101los un ier\u012bc\u0113s.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Atbilst\u012bbas n\u0101kotnei ir nepiecie\u0161ami prec\u012bzi re\u0101llaika dati segment\u0113\u0161anai un anal\u012bzei.<\/strong><\/h3>\n<p>Atbilst\u012bbas n\u0101kotne prasa prec\u012bzus re\u0101llaika datus m\u0113r\u0137tiec\u012bgai atlasei un anal\u012bzei. Tirgot\u0101ji arvien bie\u017e\u0101k izmanto re\u0101llaika datus, lai padar\u012btu savas kampa\u0146as prec\u012bz\u0101kas.<\/p>\n<p style=\"text-align: justify;\">Re\u0101llaika dati, piem\u0113ram, atra\u0161an\u0101s vietas, t\u012bmek\u013ca notikumu dati un pat laikapst\u0101k\u013ci, iev\u0113rojami uzlabo relevances precizit\u0101ti. Iesp\u0113ja r\u012bkoties ar uzved\u012bbas elementiem re\u0101laj\u0101 laik\u0101 uzlabos kampa\u0146as kontekstu un rezult\u0101tus.<\/p>\n<p style=\"text-align: justify;\">Datu higi\u0113na un datu bag\u0101tin\u0101\u0161ana ar\u012b ir b\u016btiski n\u0101kotnes noz\u012bm\u012bguma elementi. Tirgot\u0101jiem ir oblig\u0101ti j\u0101str\u0101d\u0101 ar t\u012briem datiem, pirms vi\u0146i s\u0101k piln\u012bb\u0101 apvienot zin\u0101mos un nezin\u0101mos klientu datus, t. i., identit\u0101tes p\u0101rvald\u012bbu.<\/p>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Ma\u0161\u012bnm\u0101c\u012b\u0161an\u0101s un m\u0101ksl\u012bgais intelekts ir nepiecie\u0161ami un strauji att\u012bst\u0101s.<\/strong><\/h3>\n<p style=\"text-align: justify;\">Tirgot\u0101ji jau gadiem ilgi ir eksperiment\u0113ju\u0161i ar prognoz\u0113\u0161anas ieteikumu tehnolo\u0123ij\u0101m, no kur\u0101m liel\u0101k\u0101 da\u013ca ir izpaudu\u0161\u0101s t\u012bmek\u013ca viet\u0146u personaliz\u0101cij\u0101. T\u0101d\u0113j\u0101di tirg\u016b ir par\u0101d\u012bju\u0161\u0101s jaunas m\u0101c\u012bbu tehnolo\u0123ijas, kas balst\u0101s uz sare\u017e\u0123\u012btu m\u0101ksl\u012bgo intelektu.<\/p>\n<p style=\"text-align: justify;\">Ieteikumu algoritmi m\u0101c\u0101s no iepriek\u0161\u0113j\u0101s uzved\u012bbas un laika gait\u0101 k\u013c\u016bst prec\u012bz\u0101ki.<\/p>\n<p style=\"text-align: justify;\">Lai gan \u0161\u012b tehnolo\u0123ija strauji main\u0101s, tirgot\u0101jiem b\u016btu j\u0101mekl\u0113 tie, kam ir galven\u0101s prognoz\u0113\u0161anas iesp\u0113jas, izmantojot sare\u017e\u0123\u012btu model\u0113\u0161anu, k\u0101 ar\u012b tie, kas ir saist\u012bti ar jaun\u0101kajiem t\u012bmek\u013ca personaliz\u0101cijas pied\u0101v\u0101jumiem. Tirgot\u0101jiem, kas \"pie\u0146em\" ma\u0161\u012bnas, ir priek\u0161roc\u012bbas sal\u012bdzin\u0101jum\u0101 ar tiem, kas to nedara.<\/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>Iepriek\u0161\u0113j\u0101 rakst\u0101 \"4 so\u013ci, k\u0101 e-pasta m\u0101rketing\u0101 izveidot atbilsto\u0161us zi\u0146ojumus\" es defin\u0113ju atbilst\u012bbu, s\u012bki izkl\u0101st\u012bju t\u0101s noz\u012bmi un aprakst\u012bju 4 so\u013cus, k\u0101 izveidot atbilsto\u0161us zi\u0146ojumus.<\/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 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