{"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":"relevantnost-v-marketingu-kam-smeruje","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/la-relevancia-en-marketing-hacia-donde-va\/masterbase\/","title":{"rendered":"Relevantnos\u0165 v marketingu - kam smeruje?"},"content":{"rendered":"<p style=\"text-align: justify;\">V minulom \u010dl\u00e1nku s n\u00e1zvom <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 kroky na vytvorenie relevantn\u00fdch e-mailov\u00fdch marketingov\u00fdch spr\u00e1v<\/a> Definovala som relevantnos\u0165, podrobne op\u00edsala jej d\u00f4le\u017eitos\u0165 a na\u010drtla 4 kroky na vytvorenie relevantn\u00fdch spr\u00e1v.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\">Teraz je \u010das pozrie\u0165 sa na to, kam sa relevancia pos\u00fava v\u010faka trom hlavn\u00fdm faktorom: viac a lep\u0161\u00edch technol\u00f3gi\u00ed na dosiahnutie relevancie, \u00fadaje, ktor\u00e9 tieto technol\u00f3gie vyu\u017e\u00edvaj\u00fa, a strat\u00e9gie na \u010do najefekt\u00edvnej\u0161ie nasmerovanie \u00fasilia na dosiahnutie \u00faplnej relevancie.<\/p>\n<p style=\"text-align: justify;\">Zauj\u00edmav\u00fd \u010dl\u00e1nok od <a style=\"user-select: auto;\" href=\"http:\/\/www.linkedin.com\/in\/david-daniels-0055732\" target=\"_blank\" rel=\"noopener\">David Daniels<\/a> zo spolo\u010dnosti Revancy Group opisuje t\u00fato nov\u00fa bud\u00facnos\u0165 marketingovej relevantnosti.<\/p>\n<p style=\"text-align: justify;\">Pokia\u013e ide o relevanciu, r\u00fdchlo sa dost\u00e1vame do novej f\u00e1zy, v ktorej bud\u00facnos\u0165 prech\u00e1dza od CRM ku kontextovej taktike, ktor\u00e1 prin\u00e1\u0161a skuto\u010dn\u00fd individu\u00e1lny z\u00e1\u017eitok, tzv. <strong style=\"font-weight: bold;\">\"People-BasedMarketing\" (Marketing zalo\u017een\u00fd na \u013eu\u010foch).<\/strong><\/p>\n<p style=\"text-align: justify;\">Tento pr\u00edstup zah\u0155\u0148a kombin\u00e1ciu \u00fadajov CRM s nezn\u00e1mymi \u00fadajmi s cie\u013eom rozpozna\u0165 z\u00e1kazn\u00edka ako osobu. Tento pojem marketingu zalo\u017een\u00e9ho na \u013eu\u010foch umo\u017e\u0148uje market\u00e9rom po prv\u00fdkr\u00e1t cieli\u0165 na \u013eud\u00ed individu\u00e1lne, ale masovo.<\/p>\n<p style=\"text-align: justify;\">Digit\u00e1lni obchodn\u00edci musia za\u010da\u0165 rozpozn\u00e1va\u0165 z\u00e1kazn\u00edkov ako jednotlivcov a napodob\u0148ova\u0165 offline sk\u00fasenosti. Mnoh\u00e9 offline podniky (fyzick\u00e9 obchody) rozpozn\u00e1vaj\u00fa svojich st\u00e1lych z\u00e1kazn\u00edkov a ved\u00fa s nimi r\u00f4znorod\u00e9 rozhovory a dost\u00e1vaj\u00fa r\u00f4zne ponuky od nov\u00fdch z\u00e1kazn\u00edkov, ktor\u00ed podnik nav\u0161t\u00edvia po prv\u00fdkr\u00e1t.<\/p>\n<p style=\"text-align: justify;\">Tento pr\u00edstup si vy\u017eaduje pozna\u0165 identitu osoby a potom pou\u017ei\u0165 spr\u00e1vanie, postoje, demografick\u00e9 \u00fadaje a miesta ako cie\u013eov\u00e9 atrib\u00faty.<\/p>\n<p style=\"text-align: justify;\">Dne\u0161n\u00ed obchodn\u00edci maj\u00fa mo\u017enos\u0165 cieli\u0165 na z\u00e1kazn\u00edkov prostredn\u00edctvom ich e-mailovej adresy, av\u0161ak zis\u0165ujeme, \u017ee obchodn\u00edci s e-mailom nevyu\u017e\u00edvaj\u00fa v\u0161etky \u00fadaje, ktor\u00e9 maj\u00fa k dispoz\u00edcii.<\/p>\n<h3 style=\"text-align: justify;\">Bud\u00facnos\u0165 relevantnosti sa za\u010dala<\/h3>\n<p style=\"text-align: justify;\">Spotrebitelia po\u017eaduj\u00fa relevantnos\u0165. V ned\u00e1vnom spotrebite\u013eskom prieskume Relevance Group,<strong style=\"font-weight: bold;\"> 55% spotrebite\u013eov tvrd\u00ed, \u017ee ignoruj\u00fa alebo odmietaj\u00fa spr\u00e1vy, ktor\u00e9 sa ich net\u00fdkaj\u00fa.<\/strong><\/p>\n<h3 style=\"text-align: justify;\">Cesta k relevantnosti<\/h3>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Segment:<\/strong> To je u\u017e desa\u0165ro\u010dia z\u00e1kladom priameho a digit\u00e1lneho marketingu. V tomto pr\u00edstupe market\u00e9ri vyu\u017e\u00edvaj\u00fa \u00fadaje z marketingu vz\u0165ahov so z\u00e1kazn\u00edkmi (CRM), frekven\u010dn\u00e9 a pe\u0148a\u017en\u00e9 \u00fadaje (RFM), ktor\u00e9 poskytuj\u00fa star\u0161\u00ed historick\u00fd poh\u013ead na vz\u0165ah so z\u00e1kazn\u00edkom.<\/li>\n<li><strong style=\"font-weight: bold;\">Kontext:<\/strong> V tejto \u00e9re sa nach\u00e1dzame dnes. Kontext vyu\u017e\u00edva najlep\u0161ie aspekty presn\u00e9ho marketingu vr\u00e1tane vyu\u017e\u00edvania <strong style=\"font-weight: bold;\">\u00fadaje v re\u00e1lnom \u010dase<\/strong> pou\u017e\u00edva\u0165 inform\u00e1cie zalo\u017een\u00e9 na udalostiach na spustenie komunik\u00e1cie alebo na pou\u017eitie ako vstupn\u00e9 \u00fadaje v predikt\u00edvnych modeloch. Ak je minul\u00e9 spr\u00e1vanie najlep\u0161\u00edm prediktorom bud\u00faceho spr\u00e1vania, kontextov\u00e9 \u00fadaje funguj\u00fa \u010diasto\u010dne preto, \u017ee minul\u00e9 spr\u00e1vanie m\u00f4\u017ee by\u0165 len nieko\u013eko min\u00fat, hod\u00edn alebo dn\u00ed. Ide o nevyhnutn\u00fd krok na zv\u00fd\u0161enie presnosti marketingu.<\/li>\n<li><strong style=\"font-weight: bold;\">\u013dudia:<\/strong> Marketing zalo\u017een\u00fd na \u013eu\u010foch (PBM) je za\u010d\u00ednaj\u00facim aspektom marketingu, ktor\u00e9mu sa v s\u00fa\u010dasnosti venujeme. Zabezpe\u010duje spojenie \u00fadajov CRM s nezn\u00e1mymi \u00fadajmi s cie\u013eom rozpozna\u0165 z\u00e1kazn\u00edka ako osobu.<\/li>\n<\/ul>\n<p style=\"text-align: justify; padding-left: 40px;\">Tento pojem \"marketingu zalo\u017een\u00e9ho na \u013eu\u010foch\" umo\u017e\u0148uje market\u00e9rom po prv\u00fdkr\u00e1t cieli\u0165 na \u013eud\u00ed individu\u00e1lne, ale masovo. Tento pr\u00edstup umo\u017e\u0148uje market\u00e9rom realizova\u0165 trval\u00e9 \u017eivotn\u00e9 cykly zalo\u017een\u00e9 na identite alebo jednorazov\u00e9 kampane.<\/p>\n<p style=\"text-align: justify;\">Bud\u00facnos\u0165 relevantnosti tvoria <strong style=\"font-weight: bold;\">4 hlavn\u00e9 piliere<\/strong>:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Spr\u00e1va ident\u00edt <\/strong>Technol\u00f3gia a metodika na porovn\u00e1vanie zn\u00e1mych z\u00e1kazn\u00edkov zo syst\u00e9mu CRM s nezn\u00e1mymi inform\u00e1ciami o z\u00e1kazn\u00edkoch je k\u013e\u00fa\u010dovou po\u017eiadavkou pre bud\u00faci v\u00fdznam.<\/li>\n<li><strong style=\"font-weight: bold;\">Spr\u00e1va \u00fadajov<\/strong> Schopnos\u0165 spravova\u0165 obrovsk\u00e9 mno\u017estvo ne\u0161trukt\u00farovan\u00fdch \u00fadajov, inform\u00e1ci\u00ed o z\u00e1kazn\u00edkoch a mas\u00edvnych reklamn\u00fdch \u00fadajov. To si vy\u017eaduje \u010fal\u0161ie d\u00e1tov\u00e9 taktiky, ako je hygiena a obohacovanie.<\/li>\n<li><strong style=\"font-weight: bold;\">Strojov\u00e9 u\u010denie - Strojov\u00e9 u\u010denie<\/strong> Schopnos\u0165 poskytn\u00fa\u0165 market\u00e9rom umel\u00fa inteligenciu na v\u00fdvoj predikt\u00edvnych odpor\u00fa\u010dan\u00ed a nov\u00fdch takt\u00edk cielenia a zamerania.<\/li>\n<li><strong style=\"font-weight: bold;\">Implement\u00e1cia kan\u00e1lov<\/strong> Schopnos\u0165 zabezpe\u010di\u0165 relevantnos\u0165 vo v\u0161etk\u00fdch kan\u00e1loch a hlavne mera\u0165 zapojenie v r\u00f4znych kan\u00e1loch a zariadeniach.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Bud\u00facnos\u0165 relevantnosti si vy\u017eaduje presn\u00e9 \u00fadaje v re\u00e1lnom \u010dase na segment\u00e1ciu a anal\u00fdzu.<\/strong><\/h3>\n<p>Bud\u00facnos\u0165 relevantnosti si vy\u017eaduje presn\u00e9 \u00fadaje v re\u00e1lnom \u010dase na cielenie a anal\u00fdzu. Market\u00e9ri \u010doraz viac vyu\u017e\u00edvaj\u00fa \u00fadaje v re\u00e1lnom \u010dase na spresnenie svojich kampan\u00ed.<\/p>\n<p style=\"text-align: justify;\">\u00dadaje v re\u00e1lnom \u010dase, ako napr\u00edklad \u00fadaje o polohe, \u00fadaje o webov\u00fdch udalostiach, dokonca aj \u00fadaje o po\u010das\u00ed, v\u00fdrazne zvy\u0161uj\u00fa presnos\u0165 relevancie. Schopnos\u0165 kona\u0165 na z\u00e1klade prvkov spr\u00e1vania v re\u00e1lnom \u010dase zlep\u0161\u00ed kontext a v\u00fdsledky kampan\u00ed.<\/p>\n<p style=\"text-align: justify;\">Hygiena \u00fadajov a obohacovanie \u00fadajov s\u00fa tie\u017e z\u00e1kladn\u00fdmi prvkami bud\u00facnosti relevantnosti. Je nevyhnutn\u00e9, aby market\u00e9ri pracovali s \u010dist\u00fdmi \u00fadajmi sk\u00f4r, ako za\u010dn\u00fa plne kombinova\u0165 zn\u00e1me a nezn\u00e1me \u00fadaje o z\u00e1kazn\u00edkoch, t. j. Identity Management.<\/p>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Strojov\u00e9 u\u010denie a umel\u00e1 inteligencia s\u00fa potrebn\u00e9 a r\u00fdchlo sa rozv\u00edjaj\u00fa.<\/strong><\/h3>\n<p style=\"text-align: justify;\">Obchodn\u00edci u\u017e roky experimentuj\u00fa s technol\u00f3giami predikt\u00edvneho odpor\u00fa\u010dania, z ktor\u00fdch v\u00e4\u010d\u0161ina sa prejavila v personaliz\u00e1cii webov\u00fdch str\u00e1nok. Na trh tak pri\u0161li nov\u00e9 technol\u00f3gie u\u010denia, ktor\u00e9 sa opieraj\u00fa o sofistikovan\u00fa umel\u00fa inteligenciu.<\/p>\n<p style=\"text-align: justify;\">Odpor\u00fa\u010dacie algoritmy sa u\u010dia z minul\u00e9ho spr\u00e1vania a \u010dasom sa st\u00e1vaj\u00fa presnej\u0161\u00edmi.<\/p>\n<p style=\"text-align: justify;\">Hoci sa t\u00e1to technol\u00f3gia r\u00fdchlo men\u00ed, market\u00e9ri by sa mali poobzera\u0165 po t\u00fdch, ktor\u00ed maj\u00fa z\u00e1kladn\u00e9 predikt\u00edvne schopnosti prostredn\u00edctvom komplexn\u00e9ho modelovania, a tie\u017e po t\u00fdch, ktor\u00ed sa prip\u00e1jaj\u00fa k niektor\u00fdm najnov\u0161\u00edm ponuk\u00e1m personaliz\u00e1cie webu. Trhovn\u00edci, ktor\u00ed \"prijm\u00fa\" stroje, maj\u00fa v\u00fdhodu oproti t\u00fdm, ktor\u00ed ich neprijm\u00fa.<\/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>V minulom \u010dl\u00e1nku s n\u00e1zvom 4 kroky k vytvoreniu relevantn\u00fdch spr\u00e1v v e-mailovom marketingu som definoval relevantnos\u0165, podrobne pop\u00edsal jej v\u00fdznam a na\u010drtol 4 kroky k vytvoreniu relevantn\u00fdch spr\u00e1v.<\/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_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":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - 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\/sk\/relevantnost-v-marketingu-kam-smeruje\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\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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