{"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":"ustreznost-pri-trzenju-kam-gre","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sl\/la-relevancia-en-marketing-hacia-donde-va\/masterbase\/","title":{"rendered":"Ustreznost v tr\u017eenju - kam gre?"},"content":{"rendered":"<p style=\"text-align: justify;\">V preteklem \u010dlanku z naslovom <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 koraki za ustvarjanje ustreznih sporo\u010dil za e-po\u0161tno tr\u017eenje<\/a> Opredelil sem ustreznost, opisal njen pomen in opisal 4 korake za ustvarjanje ustreznih sporo\u010dil.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\">Zdaj je \u010das, da si ogledamo, kam gre pomembnost zaradi treh glavnih dejavnikov: vedno bolj\u0161ih tehnologij za doseganje pomembnosti, podatkov, s katerimi se te tehnologije napajajo, in strategij, s katerimi lahko naju\u010dinkoviteje usmerjamo prizadevanja za popolno pomembnost.<\/p>\n<p style=\"text-align: justify;\">Zanimiv \u010dlanek <a style=\"user-select: auto;\" href=\"http:\/\/www.linkedin.com\/in\/david-daniels-0055732\" target=\"_blank\" rel=\"noopener\">David Daniels<\/a> iz podjetja The Revancy Group opisuje to novo prihodnost pomembnosti tr\u017eenja.<\/p>\n<p style=\"text-align: justify;\">Na podro\u010dju relevantnosti hitro prehajamo v novo fazo, v kateri prihodnost prehaja od CRM k kontekstualni taktiki za zagotavljanje resni\u010dne individualne izku\u0161nje, znane kot <strong style=\"font-weight: bold;\">\"Tr\u017eenje na podlagi ljudi\" (Tr\u017eenje na podlagi ljudi).<\/strong><\/p>\n<p style=\"text-align: justify;\">Ta pristop vklju\u010duje zdru\u017eevanje podatkov CRM z neznanimi podatki za prepoznavanje stranke kot osebe. Ta koncept tr\u017eenja, ki temelji na osebah, tr\u017enikom prvi\u010d omogo\u010da, da ciljno usmerjajo ljudi individualno, vendar mno\u017ei\u010dno.<\/p>\n<p style=\"text-align: justify;\">Digitalni tr\u017eniki morajo za\u010deti prepoznavati stranke kot posameznike in posnemati izku\u0161nje brez povezave. \u0160tevilna podjetja brez povezave (fizi\u010dne trgovine) prepoznajo svoje stalne stranke in se z njimi razli\u010dno pogovarjajo, nove stranke, ki podjetje obi\u0161\u010dejo prvi\u010d, pa dobijo razli\u010dne ponudbe.<\/p>\n<p style=\"text-align: justify;\">Ta pristop zahteva poznavanje identitete osebe in nato uporabo vedenja, odnosov, demografskih podatkov in lokacij kot ciljnih atributov.<\/p>\n<p style=\"text-align: justify;\">Dana\u0161nji tr\u017eniki imajo mo\u017enost ciljati stranke prek njihovega e-po\u0161tnega naslova, vendar ugotavljamo, da tr\u017eniki e-po\u0161te ne uporabljajo vseh podatkov, ki so jim na voljo.<\/p>\n<h3 style=\"text-align: justify;\">Prihodnost pomembnosti se je za\u010dela<\/h3>\n<p style=\"text-align: justify;\">Potro\u0161niki zahtevajo ustreznost. V nedavni raziskavi Relevance Group Consumer Survey,<strong style=\"font-weight: bold;\"> 55% potro\u0161nikov pravi, da ignorirajo ali zavra\u010dajo sporo\u010dila, ki zanje niso pomembna.<\/strong><\/p>\n<h3 style=\"text-align: justify;\">Potovanje za pomembnost<\/h3>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Segment:<\/strong> To je \u017ee desetletja temelj neposrednega in digitalnega tr\u017eenja. Pri tem pristopu tr\u017eniki uporabljajo podatke o tr\u017eenju odnosov s strankami (CRM) ter podatke o frekvenci in denarju (RFM), ki zagotavljajo zgodovinski pogled na odnos s strankami.<\/li>\n<li><strong style=\"font-weight: bold;\">Kontekst:<\/strong> To je obdobje, v katerem \u017eivimo danes. Kontekst uporablja najbolj\u0161e vidike natan\u010dnega tr\u017eenja, vklju\u010dno z izkori\u0161\u010danjem <strong style=\"font-weight: bold;\">podatki v realnem \u010dasu<\/strong> za uporabo informacij na podlagi dogodkov za spro\u017eitev komunikacij ali za uporabo kot vhodnih podatkov v napovednih modelih. \u010ce je preteklo vedenje najbolj\u0161i napovedovalec prihodnjega vedenja, so kontekstualni podatki deloma uspe\u0161ni, ker je preteklo vedenje lahko \u017ee nekaj minut, ur ali dni staro. To je nujen korak za pove\u010danje natan\u010dnosti tr\u017eenja.<\/li>\n<li><strong style=\"font-weight: bold;\">Ljudje:<\/strong> Tr\u017eenje, ki temelji na ljudeh (PBM), je nastajajo\u010di vidik tr\u017eenja, s katerim se trenutno ukvarjamo. Zagotavlja zdru\u017eevanje podatkov CRM z neznanimi podatki, da bi prepoznali stranko kot osebo.<\/li>\n<\/ul>\n<p style=\"text-align: justify; padding-left: 40px;\">Ta pojem \"tr\u017eenja na podlagi ljudi\" tr\u017enikom prvi\u010d omogo\u010da, da ciljajo na posameznike, vendar mno\u017ei\u010dno. Ta pristop tr\u017enikom omogo\u010da izvajanje trajnih \u017eivljenjskih ciklov, ki temeljijo na identiteti, ali enkratnih kampanj.<\/p>\n<p style=\"text-align: justify;\">Prihodnost pomembnosti je sestavljena iz <strong style=\"font-weight: bold;\">4 glavni stebri<\/strong>:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Upravljanje identitete <\/strong>Tehnologija in metodologija za usklajevanje znanih strank iz sistema CRM z neznanimi informacijami o strankah je klju\u010dna zahteva za prihodnjo pomembnost.<\/li>\n<li><strong style=\"font-weight: bold;\">Upravljanje podatkov<\/strong> zmo\u017enost upravljanja velikih koli\u010din nestrukturiranih podatkov, informacij o strankah in obse\u017enih ogla\u0161evalskih podatkov. To zahteva dodatne podatkovne taktike, kot sta higiena in obogatitev.<\/li>\n<li><strong style=\"font-weight: bold;\">Strojno u\u010denje - Strojno u\u010denje<\/strong> Sposobnost zagotavljanja umetne inteligence tr\u017enikom za razvoj napovednih priporo\u010dil ter novih taktik za ciljno usmerjanje in osredoto\u010danje.<\/li>\n<li><strong style=\"font-weight: bold;\">Izvajanje kanalov<\/strong> Zmo\u017enost zagotavljanja ustreznosti v vseh kanalih in, kar je najpomembneje, merjenje vklju\u010denosti v vseh kanalih in napravah.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Prihodnost pomembnosti zahteva natan\u010dne podatke v realnem \u010dasu za segmentacijo in analizo.<\/strong><\/h3>\n<p>Prihodnost pomembnosti zahteva natan\u010dne podatke v realnem \u010dasu za ciljno usmerjanje in analizo. Tr\u017eniki vse pogosteje uporabljajo podatke v realnem \u010dasu, da bi bile njihove kampanje natan\u010dnej\u0161e.<\/p>\n<p style=\"text-align: justify;\">Podatki v realnem \u010dasu, kot so lokacija, podatki o spletnih dogodkih in celo vreme, bistveno izbolj\u0161ajo natan\u010dnost ustreznosti. Zmo\u017enost delovanja na vedenjske elemente v realnem \u010dasu bo izbolj\u0161ala kontekst in rezultate kampanje.<\/p>\n<p style=\"text-align: justify;\">Higiena podatkov in obogatitev podatkov sta prav tako bistvena elementa prihodnosti pomembnosti. Tr\u017eniki morajo nujno delati s \u010distimi podatki, preden za\u010dnejo v celoti zdru\u017eevati znane in neznane podatke o strankah, tj. upravljanje identitete.<\/p>\n<h3 style=\"text-align: justify;\"><strong style=\"font-weight: bold;\">Strojno u\u010denje in umetna inteligenca sta nujna in se hitro razvijata.<\/strong><\/h3>\n<p style=\"text-align: justify;\">Tr\u017eniki \u017ee leta eksperimentirajo s tehnologijami napovednih priporo\u010dil, ki se ve\u010dinoma ka\u017eejo v prilagajanju spletnih mest. Tako so na trg pri\u0161le nove u\u010dne tehnologije, ki temeljijo na izpopolnjeni umetni inteligenci.<\/p>\n<p style=\"text-align: justify;\">Algoritmi za priporo\u010danje se u\u010dijo na podlagi preteklega vedenja in s\u010dasoma postanejo natan\u010dnej\u0161i.<\/p>\n<p style=\"text-align: justify;\">\u010ceprav se ta tehnologija hitro spreminja, bi morali tr\u017eniki poiskati tiste, ki imajo temeljne napovedne zmogljivosti s kompleksnim modeliranjem, pa tudi tiste, ki so povezani z nekaterimi najnovej\u0161imi ponudbami personalizacije spletnih strani. Tr\u017eniki, ki \"sprejmejo\" stroje, imajo prednost pred tistimi, ki jih ne.<\/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 prej\u0161njem \u010dlanku z naslovom 4 koraki za ustvarjanje relevantnih sporo\u010dil v e-po\u0161tnem tr\u017eenju sem opredelil relevantnost, opisal njen pomen in 4 korake za ustvarjanje relevantnih sporo\u010dil.<\/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 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