{"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":"znaczenie-w-marketingu-dokad-zmierza","status":"publish","type":"post","link":"https:\/\/masterbase.com\/pl\/la-relevancia-en-marketing-hacia-donde-va\/masterbase\/","title":{"rendered":"Istotno\u015b\u0107 w marketingu - dok\u0105d zmierza?"},"content":{"rendered":"<p style=\"text-align: justify;\">W poprzednim artykule zatytu\u0142owanym <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 kroki do tworzenia odpowiednich wiadomo\u015bci e-mail marketingowych<\/a> Zdefiniowa\u0142em trafno\u015b\u0107, wyszczeg\u00f3lni\u0142em jej znaczenie i nakre\u015bli\u0142em 4 kroki do tworzenia trafnych wiadomo\u015bci.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\">Teraz nadszed\u0142 czas, aby przyjrze\u0107 si\u0119, dok\u0105d zmierza trafno\u015b\u0107 dzi\u0119ki trzem g\u0142\u00f3wnym czynnikom: coraz lepszym technologiom pozwalaj\u0105cym osi\u0105gn\u0105\u0107 trafno\u015b\u0107, danym zasilaj\u0105cym te technologie oraz strategiom pozwalaj\u0105cym najskuteczniej ukierunkowa\u0107 wysi\u0142ki na pe\u0142n\u0105 trafno\u015b\u0107.<\/p>\n<p style=\"text-align: justify;\">Interesuj\u0105cy artyku\u0142 autorstwa <a style=\"user-select: auto;\" href=\"http:\/\/www.linkedin.com\/in\/david-daniels-0055732\" target=\"_blank\" rel=\"noopener\">David Daniels<\/a> z The Revancy Group opisuje t\u0119 now\u0105 przysz\u0142o\u015b\u0107 znaczenia marketingu.<\/p>\n<p style=\"text-align: justify;\">Szybko wkraczamy w now\u0105 faz\u0119, je\u015bli chodzi o trafno\u015b\u0107, w kt\u00f3rej przysz\u0142o\u015b\u0107 przechodzi od CRM do taktyki kontekstowej, aby zapewni\u0107 prawdziwe indywidualne do\u015bwiadczenie znane jako <strong style=\"font-weight: bold;\">\"Marketing oparty na ludziach\" (People-BasedMarketing).<\/strong><\/p>\n<p style=\"text-align: justify;\">Podej\u015bcie to polega na \u0142\u0105czeniu danych CRM z nieznanymi danymi w celu rozpoznania klienta jako osoby. Ta koncepcja marketingu opartego na ludziach pozwala marketerom po raz pierwszy kierowa\u0107 reklamy do ludzi indywidualnie, ale masowo.<\/p>\n<p style=\"text-align: justify;\">Marketerzy cyfrowi musz\u0105 zacz\u0105\u0107 rozpoznawa\u0107 klient\u00f3w jako jednostki, na\u015bladuj\u0105c do\u015bwiadczenia offline. Wiele firm offline (sklep\u00f3w fizycznych) rozpoznaje swoich sta\u0142ych klient\u00f3w i prowadzi r\u00f3\u017cne rozmowy, a tak\u017ce otrzymuje r\u00f3\u017cne oferty od nowych klient\u00f3w odwiedzaj\u0105cych firm\u0119 po raz pierwszy.<\/p>\n<p style=\"text-align: justify;\">Podej\u015bcie to wymaga poznania to\u017csamo\u015bci osoby, a nast\u0119pnie wykorzystania zachowa\u0144, postaw, danych demograficznych i lokalizacji jako atrybut\u00f3w docelowych.<\/p>\n<p style=\"text-align: justify;\">Dzisiejsi marketerzy maj\u0105 mo\u017cliwo\u015b\u0107 kierowania reklam do klient\u00f3w za po\u015brednictwem ich adres\u00f3w e-mail, jednak okazuje si\u0119, \u017ce nie wykorzystuj\u0105 oni wszystkich dost\u0119pnych danych.<\/p>\n<h3 style=\"text-align: justify;\">Przysz\u0142o\u015b\u0107 istotno\u015bci ju\u017c si\u0119 rozpocz\u0119\u0142a<\/h3>\n<p style=\"text-align: justify;\">Konsumenci domagaj\u0105 si\u0119 trafno\u015bci. W ostatnim badaniu konsumenckim Relevance Group,<strong style=\"font-weight: bold;\"> 55% konsument\u00f3w twierdzi, \u017ce ignoruje lub odrzuca wiadomo\u015bci, kt\u00f3re nie s\u0105 dla nich istotne.<\/strong><\/p>\n<h3 style=\"text-align: justify;\">Podr\u00f3\u017c ku trafno\u015bci<\/h3>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Segment:<\/strong> Jest to podstawa marketingu bezpo\u015bredniego i cyfrowego od dziesi\u0119cioleci. W tym podej\u015bciu marketerzy wykorzystuj\u0105 marketing relacji z klientami (CRM), cz\u0119stotliwo\u015b\u0107 i dane pieni\u0119\u017cne (RFM), kt\u00f3re zapewniaj\u0105 historyczny obraz relacji z klientami.<\/li>\n<li><strong style=\"font-weight: bold;\">Kontekst:<\/strong> To jest era, w kt\u00f3rej obecnie si\u0119 znajdujemy. Context wykorzystuje najlepsze aspekty marketingu precyzyjnego, w tym wykorzystanie <strong style=\"font-weight: bold;\">dane w czasie rzeczywistym<\/strong> wykorzystanie informacji opartych na zdarzeniach do uruchamiania komunikacji lub do wykorzystania jako dane wej\u015bciowe w modelach predykcyjnych. Je\u015bli przesz\u0142e zachowanie jest najlepszym predyktorem przysz\u0142ego zachowania, dane kontekstowe dzia\u0142aj\u0105 cz\u0119\u015bciowo, poniewa\u017c przesz\u0142e zachowanie mo\u017ce by\u0107 tak niedawne, jak minuty, godziny lub dni. Jest to niezb\u0119dny krok do zwi\u0119kszenia dok\u0142adno\u015bci marketingu.<\/li>\n<li><strong style=\"font-weight: bold;\">Ludzie:<\/strong> People-BasedMarketing (PBM) jest rodz\u0105cym si\u0119 aspektem marketingu, w kt\u00f3ry jeste\u015bmy obecnie zaanga\u017cowani. Zapewnia po\u0142\u0105czenie danych CRM z nieznanymi danymi, aby rozpozna\u0107 klienta jako osob\u0119.<\/li>\n<\/ul>\n<p style=\"text-align: justify; padding-left: 40px;\">Ta koncepcja \"marketingu opartego na ludziach\" pozwala marketerom po raz pierwszy kierowa\u0107 reklamy do ludzi indywidualnie, ale masowo. Takie podej\u015bcie umo\u017cliwia marketerom wdra\u017canie trwa\u0142ych cykli \u017cycia opartych na to\u017csamo\u015bci lub jednorazowych kampanii.<\/p>\n<p style=\"text-align: justify;\">Przysz\u0142o\u015b\u0107 istotno\u015bci sk\u0142ada si\u0119 z <strong style=\"font-weight: bold;\">4 g\u0142\u00f3wne filary<\/strong>:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Zarz\u0105dzanie to\u017csamo\u015bci\u0105 <\/strong>Technologia i metodologia dopasowywania znanych klient\u00f3w z CRM do nieznanych informacji o klientach jest kluczowym wymogiem dla przysz\u0142ego znaczenia.<\/li>\n<li><strong style=\"font-weight: bold;\">Zarz\u0105dzanie danymi<\/strong> Mo\u017cliwo\u015b\u0107 zarz\u0105dzania ogromnymi ilo\u015bciami nieustrukturyzowanych danych, informacji o klientach i ogromnych danych reklamowych. Wymaga to dodatkowych taktyk danych, takich jak higiena i wzbogacanie.<\/li>\n<li><strong style=\"font-weight: bold;\">Uczenie maszynowe - Machine Learning<\/strong> Zdolno\u015b\u0107 do zapewnienia marketerom sztucznej inteligencji w celu opracowania rekomendacji predykcyjnych i nowych taktyk targetowania i koncentracji.<\/li>\n<li><strong style=\"font-weight: bold;\">Wdro\u017cenie kana\u0142\u00f3w<\/strong> Mo\u017cliwo\u015b\u0107 zwi\u0119kszania trafno\u015bci we wszystkich kana\u0142ach i, co najwa\u017cniejsze, mierzenia zaanga\u017cowania w r\u00f3\u017cnych kana\u0142ach i na r\u00f3\u017cnych urz\u0105dzeniach.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Przysz\u0142o\u015b\u0107 trafno\u015bci wymaga dok\u0142adnych danych w czasie rzeczywistym do segmentacji i analizy.<\/strong><\/h3>\n<p>Przysz\u0142o\u015b\u0107 trafno\u015bci wymaga dok\u0142adnych danych w czasie rzeczywistym do targetowania i analizy. Marketerzy coraz cz\u0119\u015bciej wykorzystuj\u0105 dane w czasie rzeczywistym, aby zwi\u0119kszy\u0107 dok\u0142adno\u015b\u0107 swoich kampanii.<\/p>\n<p style=\"text-align: justify;\">Dane w czasie rzeczywistym, takie jak lokalizacja, dane o wydarzeniach internetowych, a nawet pogoda, znacznie poprawiaj\u0105 dok\u0142adno\u015b\u0107 trafno\u015bci. Mo\u017cliwo\u015b\u0107 dzia\u0142ania na elementach behawioralnych w czasie rzeczywistym poprawi kontekst i wyniki kampanii.<\/p>\n<p style=\"text-align: justify;\">Higiena danych i wzbogacanie danych s\u0105 r\u00f3wnie\u017c istotnymi elementami przysz\u0142o\u015bci trafno\u015bci. Konieczne jest, aby marketerzy pracowali z czystymi danymi, zanim zaczn\u0105 w pe\u0142ni \u0142\u0105czy\u0107 znane i nieznane dane klient\u00f3w, tj. zarz\u0105dzanie to\u017csamo\u015bci\u0105.<\/p>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Uczenie maszynowe i sztuczna inteligencja s\u0105 niezb\u0119dne i szybko si\u0119 rozwijaj\u0105.<\/strong><\/h3>\n<p style=\"text-align: justify;\">Od lat marketerzy eksperymentuj\u0105 z technologiami rekomendacji predykcyjnych, z kt\u00f3rych wi\u0119kszo\u015b\u0107 przejawia si\u0119 w personalizacji stron internetowych. W ten spos\u00f3b na rynku pojawi\u0142y si\u0119 nowe technologie uczenia si\u0119, kt\u00f3re opieraj\u0105 si\u0119 na zaawansowanej sztucznej inteligencji.<\/p>\n<p style=\"text-align: justify;\">Algorytmy rekomendacji ucz\u0105 si\u0119 na podstawie wcze\u015bniejszych zachowa\u0144 i z czasem staj\u0105 si\u0119 coraz dok\u0142adniejsze.<\/p>\n<p style=\"text-align: justify;\">Chocia\u017c technologia ta szybko si\u0119 zmienia, marketerzy powinni szuka\u0107 tych, kt\u00f3rzy maj\u0105 podstawowe mo\u017cliwo\u015bci predykcyjne dzi\u0119ki z\u0142o\u017conemu modelowaniu, a tak\u017ce tych, kt\u00f3rzy \u0142\u0105cz\u0105 si\u0119 z niekt\u00f3rymi z najnowszych ofert personalizacji sieci. Marketerzy, kt\u00f3rzy \"przyjmuj\u0105\" maszyny, maj\u0105 przewag\u0119 nad tymi, kt\u00f3rzy tego nie robi\u0105.<\/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>W poprzednim artykule zatytu\u0142owanym 4 kroki do tworzenia trafnych wiadomo\u015bci w e-mail marketingu zdefiniowa\u0142em trafno\u015b\u0107, szczeg\u00f3\u0142owo opisa\u0142em jej znaczenie i nakre\u015bli\u0142em 4 kroki do tworzenia trafnych wiadomo\u015bci.<\/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\/pl\/znaczenie-w-marketingu-dokad-zmierza\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\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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