{"id":6645,"date":"2024-05-08T11:44:54","date_gmt":"2024-05-08T08:44:54","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6645"},"modified":"2024-05-08T13:03:59","modified_gmt":"2024-05-08T10:03:59","slug":"aky-je-rozdiel-medzi-cestou-zakaznika-a-zivotnym-cyklom","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/viaje-del-cliente-y-ciclo-de-vida-cual-es-la-diferencia\/masterbase\/","title":{"rendered":"Cesta z\u00e1kazn\u00edka a \u017eivotn\u00fd cyklus - ak\u00fd je medzi nimi rozdiel?"},"content":{"rendered":"
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\u00a0<\/p>

K tomuto zm\u00e4tku prispievaj\u00fa aj mal\u00e9 vari\u00e1cie a z\u00e1meny prvkov, ktor\u00e9 tieto pojmy tvoria: \"\u017eivotn\u00fd cyklus kupuj\u00faceho\", \"cesta z\u00e1kazn\u00edka\", \"cesta \u017eivotn\u00e9ho cyklu kupuj\u00faceho\", \"predajn\u00fd lievik z\u00e1kazn\u00edka\"... a zoznam by mohol pokra\u010dova\u0165.<\/p>

Pozrime sa na jednotliv\u00e9 pojmy, porovnajme ich a porovnajme a potom ich spojme, ako by to malo by\u0165.<\/p>

\u010co je cesta kupuj\u00faceho?<\/strong><\/p>

Pod\u013ea CESTA KUPUJ\u00daCEHO<\/strong> (Buyer's Journey) ch\u00e1peme sk\u00fasenos\u0165 kupuj\u00faceho ako rozdelen\u00fa do troch f\u00e1z: f\u00e1za uvedomenia, zva\u017eovania a rozhodovania.<\/p>

\"Sn\u00edmka<\/p>

Znalosti:<\/span><\/h3>

Vo f\u00e1ze uvedomovania si kupuj\u00faci identifikovali potenci\u00e1lny probl\u00e9m alebo pr\u00edle\u017eitos\u0165. Vyh\u013ead\u00e1vaj\u00fa r\u00f4zne kan\u00e1ly, ako napr\u00edklad Google, soci\u00e1lne m\u00e9di\u00e1 a online f\u00f3ra, aby z\u00edskali neutr\u00e1lne inform\u00e1cie od tret\u00edch str\u00e1n, ktor\u00e9 im pom\u00f4\u017eu identifikova\u0165 probl\u00e9my alebo pr\u00edznaky.<\/p>

Napr\u00edklad: \"Moja kancel\u00e1ria sa rozrast\u00e1 a ja m\u00e1m probl\u00e9m organizova\u0165 \u00falohy pre svoj t\u00edm, je to sp\u00f4soben\u00e9 moj\u00edm \u0161t\u00fdlom riadenia alebo potrebujem pomoc?<\/p>

Zv\u00e1\u017eenie:<\/span><\/h3>

Vo f\u00e1ze zva\u017eovania kupuj\u00faci pomenovali svoj probl\u00e9m alebo pr\u00edle\u017eitos\u0165. Za\u010d\u00ednaj\u00fa sk\u00fama\u0165 dostupn\u00e9 pr\u00edstupy a met\u00f3dy na jeho rie\u0161enie.<\/p>

Napr\u00edklad: \"Teraz viem, \u017ee v\u00e4\u010d\u0161ina spolo\u010dnost\u00ed mojej ve\u013ekosti pou\u017e\u00edva softv\u00e9r na riadenie \u00faloh, mysl\u00edm si, \u017ee tento softv\u00e9r vyrie\u0161i organiza\u010dn\u00fd probl\u00e9m m\u00f4jho t\u00edmu, ale ako ho m\u00f4\u017eem implementova\u0165 a \u010do by som mal zv\u00e1\u017ei\u0165?<\/p>

Rozhodnutie:<\/span><\/h3>

Vo f\u00e1ze rozhodovania sa kupuj\u00faci akt\u00edvne sna\u017eia vyrie\u0161i\u0165 svoj probl\u00e9m alebo pr\u00edle\u017eitos\u0165 a sk\u00famaj\u00fa mo\u017en\u00e9 rie\u0161enia. Sk\u00famaj\u00fa v\u0161etky druhy dokumentov a \u00fadajov, aby mohli prija\u0165 kone\u010dn\u00e9 informovan\u00e9 rozhodnutie.<\/p>

Napr\u00edklad: \"Ak\u00e9 s\u00fa moje mo\u017enosti n\u00e1kupu softv\u00e9ru na riadenie \u00faloh a ktor\u00fd program je pre moju spolo\u010dnos\u0165 najkomplexnej\u0161\u00ed a cenovo najdostupnej\u0161\u00ed?<\/p>

Na rozdiel od \u017eivotn\u00e9ho cyklu, kde market\u00e9ri identifikuj\u00fa a cielia kontakty v ka\u017edej f\u00e1ze, je \u0165a\u017e\u0161ie pochopi\u0165 miesto z\u00e1kazn\u00edka v ceste.<\/p>

\u010cas medzi uvedomen\u00edm si a rozhodnut\u00edm m\u00f4\u017ee trva\u0165 mesiace alebo min\u00faty. \u00dalohou market\u00e9ra je preto zabezpe\u010di\u0165 kvalitn\u00fd z\u00e1\u017eitok prostredn\u00edctvom obsahu, podpory a \u010fal\u0161\u00edch n\u00e1strojov, ktor\u00e9 pokryj\u00fa ka\u017ed\u00fa f\u00e1zu cesty, ak na \u0148u kupuj\u00faci naraz\u00ed.<\/p>

Naj\u00faspe\u0161nej\u0161ie bud\u00fa spolo\u010dnosti, ktor\u00e9 po\u010das cesty pon\u00fakaj\u00fa najlep\u0161ie vzdel\u00e1vanie.<\/p>

Nakoniec cesta zah\u0155\u0148a v\u0161etky dotykov\u00e9 body, ktor\u00e9 z\u00e1kazn\u00edk so zna\u010dkou za\u017eije, od za\u010diatku a\u017e do konca.<\/p>

Tvorba obsahu pre tri etapy cestovania je podobn\u00e1 cestovn\u00e9mu pl\u00e1nu:\u00a0u\u017eito\u010dn\u00e9 inform\u00e1cie musia by\u0165 zaru\u010den\u00e9 pre ka\u017ed\u00fd \u00fasek cesty.<\/strong><\/p>

Po\u010das celej cesty kupuj\u00faci identifikuj\u00fa a nakoniec rie\u0161ia probl\u00e9m alebo uspokojuj\u00fa pr\u00edle\u017eitos\u0165. Ka\u017ed\u00fd kontaktn\u00fd bod formuje vn\u00edmanie zna\u010dky zo strany kupuj\u00faceho.<\/p>

\u010co je \u017eivotn\u00fd cyklus z\u00e1kazn\u00edka?<\/span><\/h2>

Na rozdiel od cesty kupuj\u00faceho je \u017eivotn\u00fd cyklus z\u00e1kazn\u00edka akt\u00edvny proces riaden\u00fd marketingov\u00fdm a predajn\u00fdm t\u00edmom spolo\u010dnosti.<\/p>

Zah\u0155\u0148a segment\u00e1ciu potenci\u00e1lnych z\u00e1kazn\u00edkov v r\u00f4znych f\u00e1zach. Tieto f\u00e1zy sa pou\u017e\u00edvaj\u00fa na doladenie marketingov\u00fdch a predajn\u00fdch techn\u00edk s cie\u013eom maximalizova\u0165 konverziu.<\/p>

Tieto f\u00e1zy \u017eivotn\u00e9ho cyklu spolo\u010dne vytv\u00e1raj\u00fa marketingov\u00fd a predajn\u00fd lievik. Ako z\u00e1kazn\u00edci prech\u00e1dzaj\u00fa jednotliv\u00fdmi f\u00e1zami, \u010doraz menej \u013eud\u00ed dokon\u010d\u00ed \u010fal\u0161iu f\u00e1zu. To vytv\u00e1ra efekt \"lievika\", ktor\u00fd na svojej ceste vynech\u00e1va nieko\u013eko \u013eud\u00ed. Ve\u013ea odberate\u013eov sa premie\u0148a na nieko\u013eko kvalitn\u00fdch z\u00e1kazn\u00edkov.<\/p>

\"Sn\u00edmka<\/p>

Jednotliv\u00e9 etapy zah\u0155\u0148aj\u00fa:<\/span><\/h3>

1.\u00a0\u00a0\u00a0\u00a0Odberate\u013e<\/strong>pr\u00edle\u017eitostn\u00fd odberate\u013e jeho pravideln\u00e9ho obsahu.<\/p>

2.\u00a0\u00a0\u00a0\u00a0Vedenie (prospekt)<\/strong>osoba, ktor\u00e1 poskytla inform\u00e1cie o sebe.<\/p>

3.\u00a0\u00a0\u00a0\u00a0Marketing Qualified Lead, MQL (marketingovo kvalifikovan\u00fd potenci\u00e1lny z\u00e1kazn\u00edk)<\/strong>potenci\u00e1lneho z\u00e1kazn\u00edka, ktor\u00fd je pripraven\u00fd na marketingov\u00e9 spr\u00e1vy.<\/p>

4.\u00a0\u00a0\u00a0\u00a0Ved\u00faci kvalifikovan\u00fd predajca, SQL (Sales Qualified Prospect)<\/strong>potenci\u00e1lneho z\u00e1kazn\u00edka, ktor\u00fd je pova\u017eovan\u00fd za pripraven\u00e9ho na predajn\u00e9 spr\u00e1vy.<\/p>

5.\u00a0\u00a0\u00a0\u00a0Pr\u00edle\u017eitos\u0165<\/strong>niekto, kto je pripraven\u00fd k\u00fapi\u0165 a komu sa venuje pozornos\u0165 pri predaji.<\/p>

6.\u00a0\u00a0\u00a0\u00a0Z\u00e1kazn\u00edk<\/strong>niekto, kto si k\u00fapil v\u00e1\u0161 produkt alebo slu\u017ebu.<\/p>

7.\u00a0\u00a0\u00a0\u00a0Evanjeliz\u00e1tor<\/strong>z\u00e1kazn\u00edk, ktor\u00fd akt\u00edvne propaguje va\u0161u zna\u010dku.<\/p>

Ka\u017ed\u00e1 spolo\u010dnos\u0165 je jedine\u010dn\u00e1 a m\u00e1 svoje \u0161pecifik\u00e1, preto je d\u00f4le\u017eit\u00e9, aby si ka\u017ed\u00fd marketingov\u00fd a predajn\u00fd t\u00edm stanovil jasn\u00fa defin\u00edciu t\u00fdchto f\u00e1z.<\/p>

Existuje v\u0161ak nieko\u013eko v\u0161eobecn\u00fdch osved\u010den\u00fdch postupov, ako posun\u00fa\u0165 marketingovo kvalifikovan\u00e9ho potenci\u00e1lneho z\u00e1kazn\u00edka do oblasti SQL a ako ozna\u010di\u0165 potenci\u00e1lnych z\u00e1kazn\u00edkov pri ich postupe lievikom.<\/p>

Na ka\u017ed\u00fa f\u00e1zu \u017eivotn\u00e9ho cyklu je potrebn\u00e9 reagova\u0165 osobitn\u00fdm sp\u00f4sobom. M\u00f4\u017ee \u00eds\u0165 o o\u0161etruj\u00face spr\u00e1vy, pr\u00e9miov\u00fd obsah, \u0161peci\u00e1lne ponuky a dokonca aj n\u00e1sledn\u00e9 predajn\u00e9 opatrenia.<\/p>

Frekvencia zasielania marketingov\u00fdch a predajn\u00fdch spr\u00e1v sa postupne zvy\u0161uje, ako z\u00e1kazn\u00edk prech\u00e1dza lievikom. T\u00fdmto sp\u00f4sobom sa nestane, \u017ee by z\u00e1kazn\u00edk pri\u0161iel o z\u00e1kazn\u00edka kv\u00f4li nadmern\u00e9mu mno\u017estvu predajn\u00fdch spr\u00e1v alebo z\u00e1sielke, ktor\u00e1 pri\u0161la pr\u00edli\u0161 neskoro.<\/p>

Fr\u00e1za ako \"K\u00fap teraz!\" by mohla zrejme odradi\u0165 niekoho, kto len sleduje v\u00e1\u0161 blog, v\u0161ak?<\/p>

Na z\u00e1ver: Ako spolupracujete?<\/span><\/strong><\/p>

Hoci sa tieto dva pojmy l\u00ed\u0161ia, v z\u00e1sadn\u00fdch veciach sa prekr\u00fdvaj\u00fa. Najv\u00e4\u010d\u0161\u00ed \u00faspech dosiahnete, ke\u010f budete pracova\u0165 s oboma strat\u00e9giami spolo\u010dne, ako vysvetl\u00edme ni\u017e\u0161ie.<\/p>

Ke\u010f sa kupuj\u00faci prv\u00fdkr\u00e1t stretne s va\u0161ou zna\u010dkou, mo\u017eno prostredn\u00edctvom platenej reklamy, \u00fastneho podania alebo ako v\u00fdsledok vyh\u013ead\u00e1vania v Google, za\u010dal cestu kupuj\u00faceho k va\u0161ej spolo\u010dnosti. Kupuj\u00faci m\u00e1 predstavu o va\u0161ej spolo\u010dnosti a za\u010d\u00edna vz\u0165ah s va\u0161ou spolo\u010dnos\u0165ou.<\/p>

\"Sn\u00edmka<\/p>

Mal by zabezpe\u010di\u0165, aby bola k dispoz\u00edcii \u0161irok\u00e1 \u0161k\u00e1la vzdel\u00e1vac\u00edch inform\u00e1ci\u00ed, ktor\u00e9 by zodpovedali potreb\u00e1m ka\u017ed\u00e9ho kupuj\u00faceho: vedomosti, \u00favahy alebo ot\u00e1zky t\u00fdkaj\u00face sa rozhodovacej f\u00e1zy.<\/p>

Mus\u00edte tie\u017e zabezpe\u010di\u0165 pr\u00edjemn\u00fd z\u00e1\u017eitok pre potenci\u00e1lneho kupuj\u00faceho na v\u0161etk\u00fdch kontaktn\u00fdch miestach vr\u00e1tane va\u0161ich soci\u00e1lnych m\u00e9di\u00ed, webov\u00fdch str\u00e1nok a (ak je to relevantn\u00e9) slu\u017eieb z\u00e1kazn\u00edkom.<\/p>

Ak sa kupuj\u00faci rozhodne, \u017ee va\u0161a spolo\u010dnos\u0165 je d\u00f4veryhodn\u00fdm zdrojom, m\u00f4\u017ee sa posun\u00fa\u0165 vy\u0161\u0161ie v predajnom lieviku. Je na va\u0161om radare, preto\u017ee odoslal e-mailov\u00fa adresu na odber v\u00e1\u0161ho obsahu, odoslal formul\u00e1r s va\u0161imi inform\u00e1ciami alebo v\u00e1s priamo kontaktoval. A ke\u010f m\u00e1te tieto inform\u00e1cie, m\u00f4\u017eete kupuj\u00faceho zaradi\u0165 do svojho \u017eivotn\u00e9ho cyklu z\u00e1kazn\u00edka.<\/p>

Mus\u00ed zabezpe\u010di\u0165, aby ka\u017ed\u00fd krok bol pre z\u00e1kazn\u00edkov pozit\u00edvnym z\u00e1\u017eitkom, aby na ka\u017edom kroku z\u00edskali v\u00fdhody.<\/p>

Ke\u010f kupuj\u00faci vykon\u00e1 r\u00f4zne akcie, ako napr\u00edklad stiahnutie elektronickej knihy, otvorenie mailu alebo vyplnenie formul\u00e1ra, postupne ho kvalifikujete ako lead, marketingovo kvalifikovan\u00fd lead at\u010f. T\u00e1to klasifik\u00e1cia bude ur\u010dova\u0165 bud\u00face marketingov\u00e9 akcie a va\u0161e spr\u00e1vy bud\u00fa \u010doraz viac orientovan\u00e9 na predaj.<\/p>

Hlavn\u00fd rozdiel je nasledovn\u00fd: Cesta zah\u0155\u0148a \u010dinnosti, ktor\u00e9 vykon\u00e1va kupuj\u00faci, zatia\u013e \u010do \u017eivotn\u00fd cyklus zah\u0155\u0148a \u010dinnosti, ktor\u00e9 vykon\u00e1va obchodn\u00edk.<\/p>

\u017divotn\u00fd cyklus je \u00fasek cesty, v ktorom sa ako market\u00e9r akt\u00edvne zameriavate na potreby kupuj\u00faceho.<\/p>

\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"ebook\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Marketingov\u00ed pracovn\u00edci \u010dasto vytv\u00e1raj\u00fa nov\u00e9 koncepty a tento titulok je toho pr\u00edkladom. M\u00f4\u017ee sa v\u0161ak sta\u0165, \u017ee nie ka\u017ed\u00fd ich pochop\u00ed rovnako. <\/p>","protected":false},"author":239642484,"featured_media":7019,"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":[1426],"class_list":["post-6645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-ciclo-de-vida"],"yoast_head":"\nViaje del cliente y Ciclo de vida. \u00bfCu\u00e1l es la diferencia? - 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\/aky-je-rozdiel-medzi-cestou-zakaznika-a-zivotnym-cyklom\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Viaje del cliente y Ciclo de vida. \u00bfCu\u00e1l es la diferencia? - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"La gente de marketing con frecuencia crea nuevos conceptos y este titular es un ejemplo de ello. 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