{"id":6583,"date":"2024-04-11T19:45:22","date_gmt":"2024-04-11T16:45:22","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6583"},"modified":"2024-04-11T20:03:23","modified_gmt":"2024-04-11T17:03:23","slug":"ako-personalizacia-a-automatizovane-procesy-mozu-zlepsit-konverzie","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\/masterbase\/","title":{"rendered":"Ako m\u00f4\u017eu personaliz\u00e1cia a automatizovan\u00e9 procesy zlep\u0161i\u0165 konverzie"},"content":{"rendered":"

<\/p>\n

\u010co je personaliz\u00e1cia v elektronickom zasielan\u00ed spr\u00e1v?<\/h3>\n

Ide o marketingov\u00fa taktiku, ktor\u00e1 na z\u00e1klade \u00fadajov o va\u0161ich odberate\u013eoch vyprac\u00fava konkr\u00e9tnej\u0161ie spr\u00e1vy prisp\u00f4soben\u00e9 ka\u017ed\u00e9mu z nich.<\/p>\n

Ide o personaliz\u00e1ciu obsahu na z\u00e1klade jedine\u010dn\u00fdch vlastnost\u00ed va\u0161ich odberate\u013eov, ako s\u00fa meno, pohlavie, miesto, d\u00e1tum narodenia, ale aj - a to je d\u00f4le\u017eitej\u0161ie - ich spr\u00e1vanie (prejavy z\u00e1ujmov, ned\u00e1vne n\u00e1kupy a \u010fal\u0161ie).<\/p>\n

Vzh\u013eadom na to, ako marketingov\u00e9 spr\u00e1vy zaplavuj\u00fa schr\u00e1nky pou\u017e\u00edvate\u013eov elektronickej po\u0161ty, s\u00fa personalizovan\u00e9 spr\u00e1vy ove\u013ea \u00fa\u010dinnej\u0161ie pri up\u00fatavan\u00ed pozornosti pr\u00edjemcov, a teda aj efekt\u00edvnej\u0161ie.<\/p>\n

Maj\u00fa 2,5-kr\u00e1t vy\u0161\u0161iu mieru prekliku a 6-kr\u00e1t vy\u0161\u0161iu pravdepodobnos\u0165 dosiahnutia konverzie. Okrem toho 73% spotrebite\u013eov uv\u00e1dza, \u017ee by rad\u0161ej obchodovali so zna\u010dkami, ktor\u00e9 pou\u017e\u00edvaj\u00fa osobn\u00e9 \u00fadaje na zv\u00fd\u0161enie relevantnosti ich sk\u00fasenost\u00ed.<\/strong> (Zdroj: Experian).<\/span><\/p>\n

Poskytn\u00fa\u0165 predplatite\u013eom personaliz\u00e1ciu, po ktorej t\u00fa\u017eia, nebolo nikdy jednoduch\u0161ie ako dnes, v\u010faka MasterBase\u00ae<\/a> a jeho diferencovan\u00fd proces automatiz\u00e1cie, ktor\u00fd extrahuje \u00fadaje z r\u00f4znych zdrojov (web, CRM, ERP, tabu\u013eka Excel) a vytv\u00e1ra \u0161t\u00edtky a polia na prisp\u00f4sobenie n\u00e1zvu, predmetu a obsahu (vr\u00e1tane k\u00f3pie, obr\u00e1zkov, \u010dast\u00ed obsahu a \u010fal\u0161\u00edch).<\/p>\n

\u010co je proces automatiz\u00e1cie e-mailov\u00e9ho marketingu?<\/h3>\n

Nast\u00e1va vtedy, ke\u010f softv\u00e9r v z\u00e1kulis\u00ed automaticky odosiela kampane va\u0161im z\u00e1kazn\u00edkom a potenci\u00e1lnym z\u00e1kazn\u00edkom pod\u013ea vami definovan\u00fdch pravidiel.<\/p>\n

V procesoch automatiz\u00e1cie zalo\u017een\u00fdch na pracovn\u00e9 postupy<\/em> alebo pracovn\u00fdch postupov (kampan\u00ed) sa automatick\u00e9 spr\u00e1vy nastavia raz a potom sa odosielaj\u00fa s dan\u00fdm obsahom a rozlo\u017een\u00edm v\u017edy, ke\u010f odberate\u013e spln\u00ed vopred definovan\u00fa podmienku.<\/p>\n

V pr\u00edpade MasterBase\u00ae je priebeh podobn\u00fd, rozdiel je v tom, \u017ee obsah nie je vopred stanoven\u00fd, ale je nakonfigurovan\u00fd pod\u013ea podmienok spojen\u00fdch s ka\u017ed\u00fdm kontaktom na z\u00e1klade modelu Get, Manage and Act, ako je podrobne op\u00edsan\u00e9 v \u010dl\u00e1nku: Z\u00edskajte, spravujte a konajte. Tri kroky na dosiahnutie skuto\u010dnej personaliz\u00e1cie 1:1.<\/em><\/strong><\/p>\n

Ako personaliz\u00e1cia a automatiz\u00e1cia pom\u00e1haj\u00fa zvy\u0161ova\u0165 konverzie?<\/h3>\n

Po zaveden\u00ed niektor\u00fdch detailov personaliz\u00e1cie a automatiz\u00e1cie sa mo\u017eno p\u00fdtate, ako sa vlastne zv\u00fd\u0161ia pr\u00edjmy. Ve\u013ek\u00e1 ot\u00e1zka. Pozrime sa na niektor\u00e9 odpovede.<\/p>\n

    \n
  1. Automatiz\u00e1cia d\u00e1va z\u00e1kazn\u00edkom to, \u010do chc\u00fa<\/strong>\n

    E-mailov\u00fd marketing m\u00e1 najvy\u0161\u0161iu mieru konverzie zo v\u0161etk\u00fdch marketingov\u00fdch strat\u00e9gi\u00ed. V skuto\u010dnosti je priemern\u00e1 n\u00e1vratnos\u0165 invest\u00edci\u00ed na ka\u017ed\u00fd dol\u00e1r vynalo\u017een\u00fd na e-mailov\u00fd marketing 38 USD. Tak\u00e1to n\u00e1vratnos\u0165 invest\u00edci\u00ed je v\u0161ak mo\u017en\u00e1 len vtedy, ak z\u00e1kazn\u00edci chc\u00fa po\u010du\u0165 od va\u0161ej spolo\u010dnosti.<\/p>\n

    Ak ste ve\u013ek\u00e1 spolo\u010dnos\u0165, ktor\u00e1 produkuje viacero typov obsahu, ako napr\u00edklad BuzzFeed, bez automatiz\u00e1cie by to bolo mimoriadne \u0165a\u017ek\u00e9. Ak chcete, aby va\u0161i odberatelia venovali pozornos\u0165, mus\u00edte vedie\u0165, \u010do chc\u00fa, a da\u0165 im to.<\/p>\n

    Predstavte si, ako dlho by spolo\u010dnosti BuzzFeed trvalo komunikova\u0165, keby ka\u017ed\u00fa spr\u00e1vu posielala ru\u010dne ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi zo svojich 23 zoznamov kontaktov namiesto toho, aby vyu\u017e\u00edvala \u00fadaje, personaliz\u00e1ciu a automatiz\u00e1ciu na doru\u010dovanie relevantn\u00fdch spr\u00e1v.<\/p>\n

    Uplat\u0148ovan\u00edm automatiz\u00e1cie marketingu pou\u017e\u00edvate overen\u00e9 met\u00f3dy zalo\u017een\u00e9 na \u00fadajoch a aktivit\u00e1ch z\u00e1kazn\u00edkov, ktor\u00e9 sa premietaj\u00fa do komunik\u00e1cie, ktor\u00e1 poskytuje odberate\u013eom presne to, \u010do chc\u00fa.<\/p>\n<\/li>\n

  2. Zv\u00fd\u0161en\u00e1 relevantnos\u0165 vedie k zv\u00fd\u0161en\u00e9mu predaju<\/strong>\n

    V\u010faka automatiz\u00e1cii marketingu m\u00e1te nielen mo\u017enos\u0165 posiela\u0165 personalizovan\u00e9 spr\u00e1vy, ktor\u00e9 sa sp\u00fa\u0161\u0165aj\u00fa automaticky, ale v\u010faka nastaven\u00fdm pravidl\u00e1m m\u00f4\u017eete tie\u017e presnej\u0161ie zacieli\u0165 na najlep\u0161\u00edch pr\u00edjemcov pre ka\u017ed\u00fd mailing.<\/p>\n

    Personaliz\u00e1cia ka\u017edej z t\u00fdchto spr\u00e1v sa naozaj oplat\u00ed. V skuto\u010dnosti 70% a\u017e 94% market\u00e9rov zaznamenalo zv\u00fd\u0161enie \u00fa\u010dinnosti po pou\u017eit\u00ed techn\u00edk personaliz\u00e1cie, uv\u00e1dza Venture Beat.<\/p>\n

    \u010c\u00edm relevantnej\u0161ie s\u00fa va\u0161e spr\u00e1vy, t\u00fdm v\u00e4\u010d\u0161ie s\u00fa va\u0161e \u0161ance na zv\u00fd\u0161enie predaja.<\/p>\n<\/li>\n

  3. Personaliz\u00e1cia d\u00e1va z\u00e1kazn\u00edkovi pocit v\u00fdnimo\u010dnosti<\/strong>\n

    U\u017e sme spomenuli, \u017ee 73% spotrebite\u013eov uprednost\u0148uje obchodovanie so zna\u010dkami, ktor\u00e9 sa prisp\u00f4sobuj\u00fa ich potreb\u00e1m, a 86% spotrebite\u013eov tvrd\u00ed, \u017ee personaliz\u00e1cia zohr\u00e1va d\u00f4le\u017eit\u00fa \u00falohu pri ich n\u00e1kupn\u00fdch rozhodnutiach.<\/p>\n

    Aj napriek presved\u010div\u00fdm \u0161tatistik\u00e1m 70% zna\u010diek st\u00e1le nepersonalizuje. Je to ve\u013emi nepr\u00edjemn\u00e9, ke\u010f si uvedom\u00edme, \u017ee spotrebitelia m\u00ed\u0148aj\u00fa viac pe\u0148az\u00ed so zna\u010dkami, ktor\u00e9 posielaj\u00fa personalizovan\u00e9 spr\u00e1vy, ako s t\u00fdmi, ktor\u00e9 ich neposielaj\u00fa.<\/p>\n<\/li>\n<\/ol>\n\n\n

    \"\"<\/a><\/figure>","protected":false},"excerpt":{"rendered":"

    Strat\u00e9gie \u00faspe\u0161nej digit\u00e1lnej komunik\u00e1cie sa zmenili z posielania rovnak\u00fdch, \u0161tandardizovan\u00fdch spr\u00e1v v\u0161etk\u00fdm odberate\u013eom a dr\u017eania palcov v o\u010dak\u00e1van\u00ed konverzie na posielanie v\u010dasn\u00fdch, cielen\u00fdch a personalizovan\u00fdch spr\u00e1v, ktor\u00e9 zvy\u0161uj\u00fa pr\u00edjmy. A to v\u0161etko prostredn\u00edctvom automatizovan\u00e9ho procesu.<\/p>","protected":false},"author":239642484,"featured_media":13094,"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":[],"class_list":["post-6583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nC\u00f3mo la personalizaci\u00f3n y los procesos automatizados pueden mejorar las conversiones - 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\/ako-personalizacia-a-automatizovane-procesy-mozu-zlepsit-konverzie\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo la personalizaci\u00f3n y los procesos automatizados pueden mejorar las conversiones - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Las estrategias para lograr el \u00e9xito en las comunicaciones digitales han evolucionado desde el env\u00edo de mensajes tipo, id\u00e9nticos, al total de los suscriptores y quedarse cruzando los dedos a la espera de una conversi\u00f3n, hacia el env\u00edo oportuno y focalizado de mensajes personalizados que disparan los ingresos. Y todo ello, a trav\u00e9s de un proceso automatizado.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/masterbase.com\/sk\/ako-personalizacia-a-automatizovane-procesy-mozu-zlepsit-konverzie\/masterbase\/\" \/>\n<meta property=\"og:site_name\" content=\"MasterBase\u00ae\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-11T16:45:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-11T17:03:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/img11.png?fit=2475%2C1650&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"2475\" \/>\n\t<meta property=\"og:image:height\" content=\"1650\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alejandro Dur\u00e1n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Autor\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alejandro Dur\u00e1n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Predpokladan\u00fd \u010das \u010d\u00edtania\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 min\u00faty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/masterbase.com\\\/bg\\\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\\\/masterbase\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/masterbase.com\\\/bg\\\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\\\/masterbase\\\/\"},\"author\":{\"name\":\"Alejandro Dur\u00e1n\",\"@id\":\"https:\\\/\\\/masterbase.com\\\/en\\\/#\\\/schema\\\/person\\\/3d21ff79b63b95ca967e019b4c633701\"},\"headline\":\"C\u00f3mo la personalizaci\u00f3n y los procesos automatizados pueden mejorar las conversiones\",\"datePublished\":\"2024-04-11T16:45:22+00:00\",\"dateModified\":\"2024-04-11T17:03:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/masterbase.com\\\/bg\\\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\\\/masterbase\\\/\"},\"wordCount\":815,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/masterbase.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/masterbase.com\\\/bg\\\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\\\/masterbase\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/masterbase.com\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/img11.png?fit=2475%2C1650&ssl=1\",\"articleSection\":[\"Email Marketing\"],\"inLanguage\":\"sk-SK\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/masterbase.com\\\/bg\\\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\\\/masterbase\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/masterbase.com\\\/bg\\\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\\\/masterbase\\\/\",\"url\":\"https:\\\/\\\/masterbase.com\\\/bg\\\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\\\/masterbase\\\/\",\"name\":\"C\u00f3mo la personalizaci\u00f3n y los procesos automatizados pueden mejorar las conversiones - 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