{"id":6711,"date":"2025-06-10T22:10:25","date_gmt":"2025-06-10T19:10:25","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6711"},"modified":"2025-06-11T18:49:33","modified_gmt":"2025-06-11T15:49:33","slug":"4-tehnike-personalizacije-ki-presegajo-ime","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sl\/4-tecnicas-de-personalizacion-que-van-mas-alla-del-nombre\/masterbase\/","title":{"rendered":"4 tehnike personalizacije, ki presegajo ime"},"content":{"rendered":"

Smo v dobi personalizacije.<\/strong><\/h2>\n

Vsak dan imamo na voljo vedno ve\u010d podatkov, pomembno pa je, da jih znamo uporabljati in izkoristiti prilo\u017enosti, ki nam jih ponujajo.<\/strong><\/h2>\n

\"blog1\"<\/strong><\/p>\n

<\/strong><\/p>\n

Danes so podjetja, ki vodijo po stopnji odprtosti, klikov in konverzij, tista, ki oblikujejo resni\u010dno ustrezne izku\u0161nje za vsakega naro\u010dnika.<\/p>\n

Predstavljamo \u0161tiri napredne tehnike personalizacije s primeri in zgodbami o uspehu, ki jih lahko uporabite v naslednjih kampanjah.<\/p>\n

1. Napredno vedenjsko usmerjanje<\/strong><\/h2>\n

Analiza interakcije uporabnikov z va\u0161imi izdelki, sporo\u010dili in spletnim mestom vam omogo\u010da oblikovanje natan\u010dnej\u0161ih in u\u010dinkovitej\u0161ih segmentov (vir: Marketing Week, 2024).<\/p>\n

Primer:<\/strong><\/h3>\n

Spletna trgovina s \u0161portnim blagom je ugotovila, da skupina uporabnikov ve\u010dkrat obi\u0161\u010de kategorijo \u0161portnih \u010devljev. pot<\/em>vendar ne privede do nakupa. Za te uporabnike se ustvari segment in po\u0161lje se jim sporo\u010dilo s primerjavo modelov, ekskluzivnimi popusti in pri\u010devanji zadovoljnih kupcev.<\/p>\n

Zgodba o uspehu:<\/strong><\/h3>\n

Adidas\u00ae je podobno strategijo uporabil pri liniji Ultraboost. S segmentacijo uporabnikov na podlagi obiskanih izdelkov in zgodovine brskanja so lahko pri prilagojenih kampanjah pove\u010dali konverzijo za 27%.<\/em> (vir: Marketing Week, 2024).<\/p>\n

2. Dinami\u010dna vsebina, prilagojena profilu uporabnika<\/strong><\/h2>\n

Dinami\u010dna vsebina vam omogo\u010da, da v isti predlogi sporo\u010dila prika\u017eete slike, besedilo in gumbe, ki so prilagojeni vsaki vrsti uporabnika (vir: Marketing Week, 2025).<\/p>\n

Primer:<\/strong><\/h3>\n

Univerza, ki ponuja podiplomske \u0161tudijske programe, svojim stikom po\u0161lje enako sporo\u010dilo, vendar tisti, ki imajo tehni\u010dno izobrazbo, vidijo vsebino o in\u017eenirskih magisterijih, tisti s poslovno izobrazbo pa prejmejo informacije o razli\u010dnih programih MBA. Vse se samodejno prilagodi v istem sporo\u010dilu.<\/p>\n

Zgodba o uspehu:<\/strong><\/h3>\n

Netflix\u00ae v svojih e-po\u0161tnih sporo\u010dilih uporablja dinami\u010dno vsebino za prikazovanje prilagojenih naslovnic serij in filmov glede na to, kaj ste gledali. Ta tehnika je pove\u010dala CTR njihovih e-po\u0161tnih kampanj za ve\u010d kot 40%.<\/em> (vir: Marketing Week, 2024).<\/p>\n

3. Avtomatizacija sporo\u010dil, ki jih spro\u017eijo dogodki<\/strong><\/h2>\n

Avtomatizirane dostave na podlagi vedenja uporabnikov (imenovane tudi \"spro\u017eena\" sporo\u010dila) so klju\u010dnega pomena za ohranjanje relevantnosti.<\/p>\n

Primer:<\/strong><\/h3>\n

E-trgovina nastavi vrsto sporo\u010dil za opustitev ko\u0161arice. Po dveh urah zapiranja brez nakupa uporabniki prejmejo opomnik. Po 24 urah se pojavi spodbuda v obliki popusta 10%. \u010ce opravijo nakup, se jim zahvalijo z vodnikom za uporabo izdelka.<\/p>\n

Zgodba o uspehu:<\/strong><\/h3>\n

Amazon\u00ae uporablja zapleteno mre\u017eo samodejnih po\u0161iljk, ki temeljijo na dogodkih: zapu\u0161\u010denih ko\u0161aricah, zgodovini iskanja, spremembah cen itd. Ocenjuje se, da te vrste sporo\u010dil predstavljajo 35% njegovih prihodkov od tr\u017eenja po elektronski po\u0161ti.<\/em> (vir: Omnisend Benchmark Report, 2024).<\/p>\n

4. Prilagajanje na podlagi lokacije in \u010dasa<\/strong><\/h2>\n

Po\u0161iljanje sporo\u010dil ob optimalnem \u010dasu in prilagajanje ponudbe glede na lokacijo naro\u010dnika znatno izbolj\u0161ata u\u010dinkovitost.<\/p>\n

Primer:<\/strong><\/h3>\n

Veriga restavracij po\u0161ilja promocijske akcije glede na regijo, v kateri \u017eivijo stranke. Tistim, ki \u017eivijo na obmo\u010djih z vro\u010dim podnebjem, ponudi opoldne osve\u017eilne pija\u010de, tistim na hladnih obmo\u010djih pa zjutraj vro\u010do kavo. Vse je avtomatizirano glede na IP in po\u0161tno \u0161tevilko.<\/p>\n

Zgodba o uspehu:<\/strong><\/h3>\n

Starbucks\u00ae svoje kampanje prilagaja glede na mesto, vreme, lokalne praznike in \u010das dneva. To je leta 2023 pove\u010dalo \u0161tevilo unov\u010ditev kuponov, poslanih po elektronski po\u0161ti, za 18%.<\/em> (vir: Starbucksovo letno poro\u010dilo o tr\u017eenju, 2024).<\/p>\n

Zaklju\u010dek<\/strong><\/h2>\n

Uporaba teh naprednih tehnik izbolj\u0161a kazalnike va\u0161e kampanje in okrepi va\u0161 odnos s strankami.<\/p>\n

Ne pozabite, da je personalizacija ve\u010d kot le taktika: gre za na\u010din razmi\u0161ljanja, osredoto\u010den na stranke.<\/p>\n

\u010ce \u017eelite te ukrepe prenesti na naslednjo raven, uporabite MasterBase\u00ae, vodilno platformo za e-po\u0161tno tr\u017eenje z ve\u010d kot 20-letnimi izku\u0161njami v ve\u010d dr\u017eavah.<\/p>\n

MasterBase\u00ae vam zaradi napredne tehnologije in specializirane lokalne podpore omogo\u010da natan\u010dno avtomatizacijo, segmentacijo in personalizacijo sporo\u010dil.<\/p>\n\n\n

\"e-knjiga<\/a>
e-po\u0161ta e-knjige\n Izkoristite mo\u010d pozdravnega e-po\u0161tnega sporo\u010dila\n<\/figcaption><\/figure>","protected":false},"excerpt":{"rendered":"

Prilagajanje v e-po\u0161tnem tr\u017eenju ni ve\u010d omejeno na pozdravljanje prejemnika po imenu.<\/p>","protected":false},"author":239642484,"featured_media":22641,"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":false,"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-6711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\n4 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