{"id":6050,"date":"2024-05-08T13:00:13","date_gmt":"2024-05-08T13:00:13","guid":{"rendered":"https:\/\/twosides.info\/clanek-dma-jak-provadet-efektivni-a-udrzitelny-marketing\/"},"modified":"2024-05-08T13:00:13","modified_gmt":"2024-05-08T13:00:13","slug":"clanek-dma-jak-provadet-efektivni-a-udrzitelny-marketing","status":"publish","type":"post","link":"https:\/\/twosides.info\/cs\/clanek-dma-jak-provadet-efektivni-a-udrzitelny-marketing\/","title":{"rendered":"\u010cl\u00e1nek DMA: Jak prov\u00e1d\u011bt efektivn\u00ed a udr\u017eiteln\u00fd marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Kdy\u017e uva\u017eujeme o udr\u017eiteln\u00e9m marketingu, \u010dasto se zam\u011b\u0159\u00edme na kan\u00e1ly, kter\u00e9 vyu\u017e\u00edv\u00e1me, nebo na materi\u00e1ly, kter\u00e9 pou\u017e\u00edv\u00e1me v doslovn\u00e9m smyslu. M\u016f\u017eeme p\u0159itom p\u0159ehl\u00e9dnout aspekty, jako je c\u00edlen\u00ed na konkr\u00e9tn\u00ed publikum, \u010di\u0161t\u011bn\u00ed dat a optimalizace, kter\u00e9 maj\u00ed velk\u00fd vliv na minimalizaci pl\u00fdtv\u00e1n\u00ed. Vysoce c\u00edlen\u00e1 kampa\u0148 nejen zajist\u00ed, \u017ee oslov\u00edte ty spr\u00e1vn\u00e9 lidi a minimalizujete pl\u00fdtv\u00e1n\u00ed, ale tak\u00e9 zv\u00fd\u0161\u00ed efektivitu kampan\u011b z hlediska n\u00e1klad\u016f i v\u00fdkonu.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ur\u010den\u00ed c\u00edlov\u00e9 skupiny<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ne\u017e za\u010dnete spolupracovat s jak\u00fdmkoli klientem, je dobr\u00e9 si nejprve d\u016fkladn\u011b prostudovat jeho c\u00edlovou skupinu a zjistit, jak\u00e9 jsou jej\u00ed n\u00e1vyky, z\u00e1jmy, kl\u00ed\u010dov\u00e9 demografick\u00e9 charakteristiky a jak\u00e9 medi\u00e1ln\u00ed kan\u00e1ly vyu\u017e\u00edv\u00e1 a s jak\u00fdmi interaguje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toho m\u016f\u017eete dos\u00e1hnout anal\u00fdzou \u00fadaj\u016f o z\u00e1kazn\u00edc\u00edch a vytvo\u0159en\u00edm profilu: tuto anal\u00fdzu lze prov\u00e9st prost\u0159ednictv\u00edm kter\u00e9hokoli poskytovatele dat ve velk\u00e9m m\u011b\u0159\u00edtku a z\u00edsk\u00e1te tak zpr\u00e1vu, kter\u00e1 zd\u016frazn\u00ed kl\u00ed\u010dov\u00e9 demografick\u00e9 \u00fadaje, region\u00e1ln\u00ed ohniska, z\u00e1jmy a dal\u0161\u00ed zaj\u00edmav\u00e9 informace. Jakmile je profil vytvo\u0159en, m\u016f\u017eete tuto c\u00edlovou skupinu d\u00e1le rozpracovat na platform\u011b zvan\u00e9 TGI (Target Group Index), abyste se dozv\u011bd\u011bli v\u00edce o tom, kdo tito lid\u00e9 jsou a jak\u00e9 kan\u00e1ly vyu\u017e\u00edvaj\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jakmile budete m\u00edt p\u0159edstavu o v\u00fdb\u011bru medi\u00e1ln\u00edch kan\u00e1l\u016f a c\u00edlov\u00e9 skupin\u011b, m\u016f\u017eete za\u010d\u00edt p\u0159ipravovat komplexn\u00ed n\u00e1vrh, jak tuto c\u00edlovou skupinu oslovit konkr\u00e9tn\u011b prost\u0159ednictv\u00edm kan\u00e1l\u016f, o kter\u00fdch v\u00edme, \u017ee je hojn\u011b vyu\u017e\u00edvaj\u00ed. Z hlediska udr\u017eitelnosti to znamen\u00e1, \u017ee m\u016f\u017eeme vylou\u010dit ve\u0161ker\u00e9 zbyte\u010dn\u00e9 aktivity, kter\u00e9 zanech\u00e1vaj\u00ed uhl\u00edkovou stopu, ale nejsou \u00fa\u010dinn\u00e9 p\u0159i oslovov\u00e1n\u00ed va\u0161\u00ed c\u00edlov\u00e9 skupiny.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">C\u00edlen\u00ed na tiskov\u00e9 kan\u00e1ly<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">U ti\u0161t\u011bn\u00fdch kan\u00e1l\u016f, jako jsou let\u00e1ky do schr\u00e1nek a studen\u00e1 p\u0159\u00edm\u00e1 po\u0161ta, m\u016f\u017eete velmi p\u0159esn\u011b zac\u00edlit na konkr\u00e9tn\u00ed dom\u00e1cnosti, kter\u00fdm po\u0161tu zas\u00edl\u00e1te, a to d\u00edky lep\u0161\u00edmu porozum\u011bn\u00ed c\u00edlov\u00e9 skupin\u011b a kombinaci konkr\u00e9tn\u00edch demografick\u00fdch \u00fadaj\u016f a dal\u0161\u00edch prom\u011bnn\u00fdch p\u0159i v\u00fdb\u011bru dat. Oba kan\u00e1ly n\u00e1m umo\u017e\u0148uj\u00ed vytv\u00e1\u0159et modely a hledat podobn\u00e9 skupiny jako st\u00e1vaj\u00edc\u00ed c\u00edlov\u00e9 skupiny tam, kde jsou k dispozici \u00fadaje o z\u00e1kazn\u00edc\u00edch, abychom tak oslovili spot\u0159ebitele, u nich\u017e je nejv\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee zareaguj\u00ed. Krom\u011b toho m\u016f\u017eete p\u0159idat dal\u0161\u00ed prom\u011bnn\u00e9 nebo region\u00e1ln\u00ed v\u00fdb\u011bry, abyste c\u00edlen\u00ed je\u0161t\u011b vylep\u0161ili \u2013 m\u016f\u017eete se zam\u011b\u0159it na po\u0161tovn\u00ed sm\u011brovac\u00ed \u010d\u00edsla v konkr\u00e9tn\u00edch okresech \u010di m\u011bstech a tak se skute\u010dn\u011b dostat a\u017e do konkr\u00e9tn\u00edch oblast\u00ed, kde se s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed nach\u00e1zej\u00ed nov\u00ed z\u00e1kazn\u00edci.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">U kan\u00e1l\u016f, jako jsou p\u0159\u00edlohy a tisk, nem\u016f\u017eeme vytv\u00e1\u0159et modely ani b\u00fdt p\u0159i c\u00edlen\u00ed tak selektivn\u00ed, ale m\u016f\u017eeme pochopit z\u00e1jmy a demografick\u00e9 charakteristiky publika a p\u0159izp\u016fsobit jim na\u0161e doporu\u010den\u00ed ohledn\u011b aktivit, abychom minimalizovali pl\u00fdtv\u00e1n\u00ed. U ti\u0161t\u011bn\u00fdch m\u00e9di\u00ed m\u016f\u017eeme obvykle c\u00edlit i na konkr\u00e9tn\u00ed regiony, co\u017e umo\u017e\u0148uje roz\u0161\u00ed\u0159it c\u00edlen\u00ed o dal\u0161\u00ed \u00farove\u0148 na z\u00e1klad\u011b na\u0161ich znalost\u00ed o st\u00e1vaj\u00edc\u00edch c\u00edlov\u00fdch skupin\u00e1ch a jejich zastoupen\u00ed v ur\u010dit\u00fdch regionech; do tohoto c\u00edlen\u00ed lze nav\u00edc zapracovat v\u00fdsledky p\u0159edchoz\u00edch aktivit z oblast\u00ed, kde je obvykle vysok\u00e1 odezva.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">O\u010di\u0161t\u011bn\u00ed dat<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">U kan\u00e1l\u016f, jako jsou \u010d\u00e1ste\u010dn\u011b adresovan\u00e9 z\u00e1silky a direct mail, existuje je\u0161t\u011b jeden prvek procesu, kter\u00fd m\u016f\u017ee zv\u00fd\u0161it p\u0159esnost na\u0161eho c\u00edlen\u00ed: \u010di\u0161t\u011bn\u00ed dat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z hlediska dodr\u017eov\u00e1n\u00ed p\u0159edpis\u016f je nutn\u00e9 u ka\u017ed\u00e9 p\u0159\u00edm\u00e9 po\u0161tovn\u00ed z\u00e1silky prov\u00e9st vy\u0159azen\u00ed na z\u00e1klad\u011b seznamu MPS (Mail Preference Service), ale osv\u011bd\u010den\u00fdm postupem je tak\u00e9 vy\u0159adit adresy na z\u00e1klad\u011b z\u00e1znam\u016f o ne\u00fasp\u011b\u0161n\u00e9m doru\u010den\u00ed (PAF), zem\u0159el\u00fdch, osob, kter\u00e9 se odst\u011bhovaly, obscenit\u011b a st\u00ed\u017enostech, aby se je\u0161t\u011b v\u00edce zlep\u0161ila kvalita dat a odstranili se v\u0161ichni spot\u0159ebitel\u00e9, kte\u0159\u00ed bu\u010f necht\u011bj\u00ed b\u00fdt kontaktov\u00e1ni, nebo je nelze kontaktovat na adrese, kterou o nich m\u00e1me k dispozici. To je nejen z\u00e1sadn\u00ed pro zas\u00edl\u00e1n\u00ed po\u0161ty spot\u0159ebitel\u016fm v souladu s p\u0159edpisy, ale p\u0159isp\u00edv\u00e1 to tak\u00e9 k udr\u017eitelnosti, proto\u017ee pokud bychom zaslali po\u0161tu osob\u00e1m, kter\u00e9 odpov\u00eddaj\u00ed t\u011bmto z\u00e1znam\u016fm, je t\u00e9m\u011b\u0159 jist\u00e9, \u017ee by z\u00e1silka byla vyhozena, ani\u017e by byla p\u0159e\u010dtena.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Krom\u011b toho mohou b\u00fdt tyto kan\u00e1ly velmi \u00fa\u010dinn\u00e9 p\u0159i minimalizaci pl\u00fdtv\u00e1n\u00ed, kter\u00e9 by mohlo zas\u00e1hnout st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edky, proto\u017ee byste m\u011bli tak\u00e9 porovnat sv\u016fj mailingov\u00fd soubor se st\u00e1vaj\u00edc\u00ed datab\u00e1z\u00ed z\u00e1kazn\u00edk\u016f, abyste se ujistili, \u017ee oslovujete pouze potenci\u00e1ln\u00ed nov\u00e9 z\u00e1kazn\u00edky. V p\u0159\u00edpad\u011b DM lze toto prov\u00e9st na \u00farovni jednotlivc\u016f a v p\u0159\u00edpad\u011b PAM na \u00farovni dom\u00e1cnost\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Udr\u017eiteln\u00fd tisk<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Posledn\u00edm d\u00edlkem skl\u00e1da\u010dky u ti\u0161t\u011bn\u00fdch kampan\u00ed, kter\u00fd v\u011bt\u0161ina lid\u00ed zn\u00e1 a pova\u017euje za p\u0159\u00edmo souvisej\u00edc\u00ed s udr\u017eiteln\u00fdm marketingem, je zaji\u0161t\u011bn\u00ed co nejv\u011bt\u0161\u00ed udr\u017eitelnosti materi\u00e1l\u016f a v\u00fdrobn\u00edho procesu: pap\u00edr s certifik\u00e1tem FSC, pap\u00edr s kompenzac\u00ed uhl\u00edkov\u00e9 stopy, rostlinn\u00e9 tiskov\u00e9 barvy. Dal\u0161\u00edm d\u016fle\u017eit\u00fdm aspektem, kter\u00fd se n\u011bkdy m\u016f\u017ee p\u0159ehl\u00e9dnout, je zva\u017eov\u00e1n\u00ed men\u0161\u00edch obal\u016f: i v tomto p\u0159\u00edpad\u011b plat\u00ed, \u017ee d\u00edky ni\u017e\u0161\u00ed spot\u0159eb\u011b pap\u00edru doch\u00e1z\u00ed tak\u00e9 ke sn\u00ed\u017een\u00ed n\u00e1klad\u016f na tisk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ob\u00e1lkov\u00e9 bal\u00ed\u010dky s po\u0161tovn\u00edmi odpov\u011bdn\u00edmi l\u00edstky (BRE) jsou typick\u00fdm form\u00e1tem pro kampan\u011b p\u0159\u00edm\u00e9ho marketingu (DM) a marketingu prost\u0159ednictv\u00edm po\u0161tovn\u00edch z\u00e1silek (PAM), zejm\u00e9na u organizac\u00ed, jako jsou charitativn\u00ed organizace, kter\u00e9 do nich vkl\u00e1daj\u00ed formul\u00e1\u0159 pro darov\u00e1n\u00ed, nebo u finan\u010dn\u00edch spole\u010dnost\u00ed, kter\u00e9 do nich vkl\u00e1daj\u00ed formul\u00e1\u0159 \u017e\u00e1dosti. St\u00e1le \u010dast\u011bji se zkoum\u00e1 mo\u017enost pou\u017eit\u00ed men\u0161\u00edch bal\u00ed\u010dk\u016f s c\u00edlem sn\u00ed\u017eit vysok\u00e9 n\u00e1klady a zv\u00fd\u0161it efektivitu: bal\u00ed\u010dky form\u00e1tu A5 obsahuj\u00edc\u00ed 6\u20138str\u00e1nkov\u00e9 let\u00e1ky s odtr\u017eiteln\u00fdmi odpov\u011bdn\u00edmi l\u00edstky BRE si z\u00edsk\u00e1vaj\u00ed na oblib\u011b a prokazateln\u011b p\u0159in\u00e1\u0161ej\u00ed vysokou m\u00edru odezvy. Drobn\u00e9 \u00fapravy form\u00e1t\u016f mohou m\u00edt obrovsk\u00fd dopad na udr\u017eitelnost bal\u00ed\u010dk\u016f p\u0159i zachov\u00e1n\u00ed v\u00fdkonnosti kampan\u011b, a proto stoj\u00ed za zv\u00e1\u017een\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00fdsledky a optimalizace<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Cesta k udr\u017eiteln\u00e9mu marketingu spo\u010d\u00edv\u00e1 v neust\u00e1l\u00e9m cyklu testov\u00e1n\u00ed, u\u010den\u00ed se a optimalizace. Jakmile z\u00edsk\u00e1me v\u00fdsledky z kampan\u011b, mus\u00edme na z\u00e1klad\u011b nejlep\u0161\u00ed odezvy optimalizovat, na koho a kde se zam\u011b\u0159\u00edme. To nejen\u017ee zaji\u0161\u0165uje \u00fa\u010dinnou marketingovou strategii z hlediska v\u00fdkonu a efektivity, ale tak\u00e9 znamen\u00e1, \u017ee v\u00e1\u0161 marketing bude udr\u017eiteln\u011bj\u0161\u00ed, proto\u017ee se za\u010dnete v\u00edce soust\u0159edit na sv\u00e9 ide\u00e1ln\u00ed a nejvn\u00edmav\u011bj\u0161\u00ed c\u00edlov\u00e9 skupiny.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Shrnut\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1v\u011brem lze \u0159\u00edci, \u017ee kombinace n\u00e1sleduj\u00edc\u00edch prvk\u016f p\u0159i pl\u00e1nov\u00e1n\u00ed a realizaci kampan\u011b v\u00e1m zajist\u00ed, \u017ee budete po celou dobu procesu db\u00e1t na principy udr\u017eiteln\u00e9ho marketingu:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>Ur\u010den\u00ed c\u00edlov\u00e9 skupiny<\/li>\n\n\n<li>V\u00fdb\u011br vhodn\u00e9ho medi\u00e1ln\u00edho kan\u00e1lu \u010di kan\u00e1l\u016f<\/li>\n\n\n<li>Zam\u011b\u0159en\u00ed na spr\u00e1vnou c\u00edlovou skupinu<\/li>\n\n\n<li>Vyu\u017eit\u00ed p\u0159esn\u00e9ho c\u00edlen\u00ed k hlub\u0161\u00edmu proniknut\u00ed ne\u017e u obecn\u00fdch skupin podobn\u00fdch u\u017eivatel\u016f<\/li>\n\n\n<li>Odpov\u011bdn\u00e9 a d\u016fsledn\u00e9 \u010di\u0161t\u011bn\u00ed dat<\/li>\n\n\n<li>Udr\u017eiteln\u00fd tisk a zkoum\u00e1n\u00ed men\u0161\u00edch form\u00e1t\u016f<\/li>\n\n\n<li>Optimalizace c\u00edlen\u00ed pro ka\u017edou kampa\u0148<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Napsala Jodie Hanrahan, \u0159editelka pro medi\u00e1ln\u00ed klienty ve spole\u010dnosti Edit Agency Ltd, pro <a href=\"https:\/\/dma.org.uk\/article\/how-to-market-effectively-and-sustainably\" target=\"_blank\" rel=\"noopener\">webov\u00e9<\/a> str\u00e1nky <a href=\"https:\/\/dma.org.uk\/article\/how-to-market-effectively-and-sustainably\" target=\"_blank\" rel=\"noopener\">DMA<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kdy\u017e uva\u017eujeme o udr\u017eiteln\u00e9m marketingu, \u010dasto se zam\u011b\u0159\u00edme na kan\u00e1ly, kter\u00e9 vyu\u017e\u00edv\u00e1me, nebo na materi\u00e1ly, kter\u00e9 pou\u017e\u00edv\u00e1me v doslovn\u00e9m smyslu. M\u016f\u017eeme p\u0159itom p\u0159ehl\u00e9dnout aspekty, jako je c\u00edlen\u00ed na konkr\u00e9tn\u00ed publikum, \u010di\u0161t\u011bn\u00ed dat a optimalizace, kter\u00e9 maj\u00ed velk\u00fd vliv na minimalizaci pl\u00fdtv\u00e1n\u00ed. Vysoce c\u00edlen\u00e1 kampa\u0148 nejen zajist\u00ed, \u017ee oslov\u00edte ty spr\u00e1vn\u00e9 lidi a minimalizujete pl\u00fdtv\u00e1n\u00ed, ale [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2520,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u010cl\u00e1nek DMA: Jak prov\u00e1d\u011bt efektivn\u00ed a udr\u017eiteln\u00fd marketing - Two Sides<\/title>\n<meta name=\"description\" content=\"Kdy\u017e uva\u017eujeme o udr\u017eiteln\u00e9m marketingu, \u010dasto se zam\u00fd\u0161l\u00edme nad kan\u00e1ly, kter\u00e9 vyu\u017e\u00edv\u00e1me, nebo nad materi\u00e1ly, kter\u00e9 pou\u017e\u00edv\u00e1me v doslovn\u00e9m smyslu.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/twosides.info\/cs\/clanek-dma-jak-provadet-efektivni-a-udrzitelny-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u010cl\u00e1nek DMA: Jak prov\u00e1d\u011bt efektivn\u00ed a udr\u017eiteln\u00fd marketing - 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