{"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":"relevanta-in-marketing-unde-se-indreapta","status":"publish","type":"post","link":"https:\/\/masterbase.com\/ro\/la-relevancia-en-marketing-hacia-donde-va\/masterbase\/","title":{"rendered":"Relevan\u021ba \u00een marketing - \u00eencotro se \u00eendreapt\u0103?"},"content":{"rendered":"<p style=\"text-align: justify;\">\u00centr-un articol trecut intitulat <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 pa\u0219i pentru a crea mesaje de e-mail marketing relevante<\/a> Am definit relevan\u021ba, am detaliat importan\u021ba acesteia \u0219i am prezentat 4 pa\u0219i pentru a crea mesaje relevante.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\">Acum este momentul s\u0103 analiz\u0103m \u00eencotro se \u00eendreapt\u0103 relevan\u021ba datorit\u0103 a trei factori majori: tehnologii mai multe \u0219i mai bune pentru a ob\u021bine relevan\u021ba, date care s\u0103 alimenteze aceste tehnologii \u0219i strategii care s\u0103 direc\u021bioneze cel mai eficient eforturile c\u0103tre relevan\u021ba deplin\u0103.<\/p>\n<p style=\"text-align: justify;\">Un articol interesant de <a style=\"user-select: auto;\" href=\"http:\/\/www.linkedin.com\/in\/david-daniels-0055732\" target=\"_blank\" rel=\"noopener\">David Daniels<\/a> de la Revancy Group, descrie acest nou viitor pentru relevan\u021ba marketingului.<\/p>\n<p style=\"text-align: justify;\">Intr\u0103m rapid \u00eentr-o nou\u0103 etap\u0103 \u00een ceea ce prive\u0219te relevan\u021ba, \u00een care viitorul trece de la un CRM la o tactic\u0103 contextual\u0103 pentru a oferi o experien\u021b\u0103 cu adev\u0103rat individual\u0103, cunoscut\u0103 sub numele de <strong style=\"font-weight: bold;\">\"People-BasedMarketing\" (People-BasedMarketing).<\/strong><\/p>\n<p style=\"text-align: justify;\">Aceast\u0103 abordare presupune \u00eembinarea datelor CRM cu date necunoscute pentru a recunoa\u0219te clientul ca persoan\u0103. Aceast\u0103 no\u021biune de marketing bazat pe persoane le permite speciali\u0219tilor \u00een marketing s\u0103 \u021binteasc\u0103 pentru prima dat\u0103 persoanele individual, dar \u00een mas\u0103.<\/p>\n<p style=\"text-align: justify;\">Speciali\u0219tii \u00een marketing digital trebuie s\u0103 \u00eenceap\u0103 s\u0103 recunoasc\u0103 clien\u021bii ca indivizi, imit\u00e2nd experien\u021bele offline. Multe \u00eentreprinderi offline (magazine fizice) \u00ee\u0219i recunosc clien\u021bii obi\u0219nui\u021bi \u0219i au conversa\u021bii diverse, \u0219i primesc oferte diferite de la clien\u021bii noi care viziteaz\u0103 \u00eentreprinderea pentru prima dat\u0103.<\/p>\n<p style=\"text-align: justify;\">Aceast\u0103 abordare necesit\u0103 cunoa\u0219terea identit\u0103\u021bii persoanei \u0219i apoi utilizarea comportamentelor, atitudinilor, datelor demografice \u0219i loca\u021biilor ca atribute de direc\u021bionare.<\/p>\n<p style=\"text-align: justify;\">Comercian\u021bii de ast\u0103zi au posibilitatea de a viza clien\u021bii prin intermediul adresei lor de e-mail, \u00eens\u0103 constat\u0103m c\u0103 comercian\u021bii de e-mail nu utilizeaz\u0103 toate datele pe care le au la dispozi\u021bie.<\/p>\n<h3 style=\"text-align: justify;\">Viitorul relevan\u021bei a \u00eenceput<\/h3>\n<p style=\"text-align: justify;\">Consumatorii cer relevan\u021b\u0103. \u00cen recentul studiu Relevance Group Consumer Survey,<strong style=\"font-weight: bold;\"> 55% dintre consumatori declar\u0103 c\u0103 ignor\u0103 sau resping mesajele care nu sunt relevante pentru ei.<\/strong><\/p>\n<h3 style=\"text-align: justify;\">C\u0103l\u0103toria relevan\u021bei<\/h3>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Segment:<\/strong> Aceasta a fost baza marketingului direct \u0219i digital timp de decenii. \u00cen aceast\u0103 abordare, agen\u021bii de marketing utilizeaz\u0103 datele de marketing al rela\u021biilor cu clien\u021bii (CRM), de frecven\u021b\u0103 \u0219i monetare (RFM), care ofer\u0103 o perspectiv\u0103 istoric\u0103 a rela\u021biei cu clien\u021bii.<\/li>\n<li><strong style=\"font-weight: bold;\">Context:<\/strong> Aceasta este era \u00een care ne afl\u0103m ast\u0103zi. Context utilizeaz\u0103 cele mai bune aspecte ale marketingului de precizie, inclusiv exploatarea <strong style=\"font-weight: bold;\">date \u00een timp real<\/strong> s\u0103 utilizeze informa\u021biile bazate pe evenimente pentru a declan\u0219a comunic\u0103ri sau pentru a le folosi ca date de intrare \u00een modelele predictive. Dac\u0103 comportamentul trecut este cel mai bun predictor al comportamentului viitor, datele contextuale func\u021bioneaz\u0103 \u00een parte deoarece comportamentul trecut poate fi la fel de recent ca minute, ore sau zile. Acesta este un pas necesar pentru a cre\u0219te acurate\u021bea marketingului.<\/li>\n<li><strong style=\"font-weight: bold;\">Oameni:<\/strong> People-BasedMarketing (PBM) este un aspect incipient al marketingului \u00een care suntem implica\u021bi \u00een prezent. Acesta asigur\u0103 \u00eembinarea datelor CRM cu date necunoscute, pentru a recunoa\u0219te clientul ca persoan\u0103.<\/li>\n<\/ul>\n<p style=\"text-align: justify; padding-left: 40px;\">Aceast\u0103 no\u021biune de \"marketing bazat pe persoane\" permite pentru prima dat\u0103 comercian\u021bilor s\u0103 \u021binteasc\u0103 persoane individual, dar \u00een mas\u0103. Aceast\u0103 abordare permite comercian\u021bilor s\u0103 pun\u0103 \u00een aplicare cicluri de via\u021b\u0103 persistente bazate pe identitate sau campanii unice.<\/p>\n<p style=\"text-align: justify;\">Viitorul relevan\u021bei este alc\u0103tuit din <strong style=\"font-weight: bold;\">4 piloni principali<\/strong>:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Managementul identit\u0103\u021bii <\/strong>Tehnologia \u0219i metodologia de comparare a clien\u021bilor cunoscu\u021bi dintr-un CRM cu informa\u021bii despre clien\u021bi necunoscu\u021bi reprezint\u0103 o cerin\u021b\u0103 esen\u021bial\u0103 pentru relevan\u021ba viitoare.<\/li>\n<li><strong style=\"font-weight: bold;\">Gestionarea datelor<\/strong> Capacitatea de a gestiona cantit\u0103\u021bi masive de date nestructurate, informa\u021bii despre clien\u021bi \u0219i date publicitare masive. Acest lucru necesit\u0103 tactici suplimentare privind datele, cum ar fi igiena \u0219i \u00eembog\u0103\u021birea.<\/li>\n<li><strong style=\"font-weight: bold;\">\u00cenv\u0103\u021barea mecanic\u0103 - \u00cenv\u0103\u021barea mecanic\u0103<\/strong> Capacitatea de a oferi comercian\u021bilor inteligen\u021b\u0103 artificial\u0103 pentru a dezvolta recomand\u0103ri predictive \u0219i noi tactici de direc\u021bionare \u0219i concentrare.<\/li>\n<li><strong style=\"font-weight: bold;\">Punerea \u00een aplicare a canalelor<\/strong> Capacitatea de a stimula relevan\u021ba pe toate canalele \u0219i, cel mai important, de a m\u0103sura implicarea pe toate canalele \u0219i dispozitivele.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Viitorul relevan\u021bei necesit\u0103 date exacte \u00een timp real pentru segmentare \u0219i analiz\u0103.<\/strong><\/h3>\n<p>Viitorul relevan\u021bei necesit\u0103 date exacte \u00een timp real pentru targetare \u0219i analiz\u0103. Agen\u021bii de marketing utilizeaz\u0103 din ce \u00een ce mai mult datele \u00een timp real pentru a-\u0219i face campaniile mai precise.<\/p>\n<p style=\"text-align: justify;\">Datele \u00een timp real, cum ar fi loca\u021bia, datele privind evenimentele web, chiar \u0219i vremea, \u00eembun\u0103t\u0103\u021besc dramatic acurate\u021bea relevan\u021bei. Capacitatea de a ac\u021biona \u00een timp real asupra elementelor comportamentale va \u00eembun\u0103t\u0103\u021bi contextul \u0219i rezultatele campaniei.<\/p>\n<p style=\"text-align: justify;\">Igiena datelor \u0219i \u00eembog\u0103\u021birea datelor sunt, de asemenea, elemente esen\u021biale ale viitorului relevan\u021bei. Este imperativ ca agen\u021bii de marketing s\u0103 lucreze cu date curate \u00eenainte de a \u00eencepe s\u0103 combine pe deplin datele cunoscute \u0219i necunoscute ale clien\u021bilor, adic\u0103 gestionarea identit\u0103\u021bii.<\/p>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">\u00cenv\u0103\u021barea automat\u0103 \u0219i inteligen\u021ba artificial\u0103 sunt necesare \u0219i se dezvolt\u0103 rapid.<\/strong><\/h3>\n<p style=\"text-align: justify;\">De ani de zile, speciali\u0219tii \u00een marketing experimenteaz\u0103 tehnologii de recomandare predictiv\u0103, cele mai multe dintre acestea manifest\u00e2ndu-se \u00een personalizarea site-urilor web. Astfel, au ap\u0103rut pe pia\u021b\u0103 noi tehnologii de \u00eenv\u0103\u021bare care se bazeaz\u0103 pe inteligen\u021b\u0103 artificial\u0103 sofisticat\u0103.<\/p>\n<p style=\"text-align: justify;\">Algoritmii de recomandare \u00eenva\u021b\u0103 din comportamentul trecut \u0219i devin mai preci\u0219i \u00een timp.<\/p>\n<p style=\"text-align: justify;\">\u00cen timp ce aceast\u0103 tehnologie se schimb\u0103 rapid, comercian\u021bii ar trebui s\u0103 \u00eei caute pe cei care au capacit\u0103\u021bi predictive de baz\u0103 prin modelare complex\u0103 \u0219i, de asemenea, pe cei care se conecteaz\u0103 la unele dintre cele mai recente oferte de personalizare web. Comercian\u021bii care \"\u00eembr\u0103\u021bi\u0219eaz\u0103\" ma\u0219inile au un avantaj fa\u021b\u0103 de cei care nu o fac.<\/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>\u00centr-un articol anterior, intitulat 4 pa\u0219i pentru a crea mesaje relevante \u00een Email Marketing, am definit relevan\u021ba, am detaliat importan\u021ba acesteia \u0219i am subliniat 4 pa\u0219i pentru a crea mesaje relevante.<\/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,"_wpcom_ai_launchpad_first_post":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","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":"<!-- 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