{"id":6268,"date":"2024-02-01T09:34:28","date_gmt":"2024-02-01T09:34:28","guid":{"rendered":"https:\/\/twosides.info\/nove-pojeti-udrzitelneho-tisteneho-marketingu\/"},"modified":"2024-02-01T09:34:28","modified_gmt":"2024-02-01T09:34:28","slug":"nove-pojeti-udrzitelneho-tisteneho-marketingu","status":"publish","type":"post","link":"https:\/\/twosides.info\/cs\/nove-pojeti-udrzitelneho-tisteneho-marketingu\/","title":{"rendered":"Nov\u00e9 pojet\u00ed udr\u017eiteln\u00e9ho ti\u0161t\u011bn\u00e9ho marketingu"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Autor: Chris Rothwell ze spole\u010dnosti The Letterbox Consultancy, pro Data &amp; Marketing Association (DMA)<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>V dynamick\u00e9m sv\u011bt\u011b marketingu p\u0159evl\u00e1d\u00e1 obecn\u011b roz\u0161\u00ed\u0159en\u00fd, av\u0161ak p\u0159\u00edli\u0161 zjednodu\u0161en\u00fd n\u00e1zor, \u017ee digit\u00e1ln\u00ed marketing je ze sv\u00e9 podstaty udr\u017eiteln\u011bj\u0161\u00ed ne\u017e ti\u0161t\u011bn\u00fd marketing. Tento p\u0159edpoklad vych\u00e1z\u00ed z viditeln\u00e9ho dopadu ti\u0161t\u011bn\u00e9ho marketingu na \u017eivotn\u00ed prost\u0159ed\u00ed, zejm\u00e9na z pou\u017e\u00edv\u00e1n\u00ed pap\u00edru. P\u0159i bli\u017e\u0161\u00edm zkoum\u00e1n\u00ed v\u0161ak vyjde najevo, \u017ee i digit\u00e1ln\u00ed marketing s sebou nese zna\u010dn\u00e9 ekologick\u00e9 n\u00e1klady, kter\u00e9 jsou v b\u011b\u017en\u00fdch diskus\u00edch \u010dasto opom\u00edjeny.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Skryt\u00e1 ekologick\u00e1 z\u00e1t\u011b\u017e digit\u00e1ln\u00edho marketingu spo\u010d\u00edv\u00e1 v jeho z\u00e1vislosti na datov\u00fdch centrech. Tato centra, kter\u00e1 jsou nezbytn\u00e1 pro ukl\u00e1d\u00e1n\u00ed obrovsk\u00e9ho mno\u017estv\u00ed digit\u00e1ln\u00edch informac\u00ed a zaji\u0161t\u011bn\u00ed fungov\u00e1n\u00ed online sv\u011bta, spot\u0159ebov\u00e1vaj\u00ed velk\u00e9 mno\u017estv\u00ed elekt\u0159iny. Velk\u00e1 \u010d\u00e1st t\u00e9to elekt\u0159iny se vyr\u00e1b\u00ed z neobnoviteln\u00fdch zdroj\u016f, co\u017e p\u0159isp\u00edv\u00e1 k emis\u00edm sklen\u00edkov\u00fdch plyn\u016f. Digit\u00e1ln\u00ed marketing nav\u00edc z\u00e1vis\u00ed na neust\u00e1l\u00e9m p\u0159\u00edsunu elektronick\u00fdch za\u0159\u00edzen\u00ed, od smartphon\u016f po notebooky. V\u00fdroba t\u011bchto za\u0159\u00edzen\u00ed vy\u017eaduje t\u011b\u017ebu vz\u00e1cn\u00fdch kov\u016f a dal\u0161\u00edch omezen\u00fdch zdroj\u016f, co\u017e vede k dal\u0161\u00edmu zhor\u0161ov\u00e1n\u00ed stavu \u017eivotn\u00edho prost\u0159ed\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Naopak ti\u0161t\u011bn\u00fd marketing, kter\u00fd je \u010dasto kritizov\u00e1n za spot\u0159ebu pap\u00edru, prok\u00e1zal pozoruhodnou odolnost a \u00fa\u010dinnost, zejm\u00e9na v r\u00e1mci direct mailov\u00fdch kampan\u00ed. To je patrn\u00e9 i u zna\u010dek se silnou online p\u0159\u00edtomnost\u00ed a z\u00e1vazkem k udr\u017eitelnosti, jako jsou nap\u0159\u00edklad ty s certifikac\u00ed B Corp. Schopnost ti\u0161t\u011bn\u00e9ho marketingu prosadit se v digit\u00e1ln\u00edm \u0161umu a upoutat pozornost spot\u0159ebitel\u016f dokazuje jeho trvalou hodnotu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud jde o udr\u017eitelnost v oblasti ti\u0161t\u011bn\u00e9ho marketingu, pozornost se obvykle soust\u0159ed\u00ed na pou\u017eit\u00e9 materi\u00e1ly. Pat\u0159\u00ed sem volba recyklovan\u00e9ho a nenat\u00edran\u00e9ho pap\u00edru, pou\u017e\u00edv\u00e1n\u00ed tiskov\u00fdch barev na rostlinn\u00e9 b\u00e1zi a upu\u0161t\u011bn\u00ed od ekologicky \u0161kodliv\u00fdch povrchov\u00fdch \u00faprav, jako jsou UV lesk a laminace. A\u010dkoli se jedn\u00e1 o v\u00fdznamn\u00e9 kroky sm\u011brem k udr\u017eiteln\u011bj\u0161\u00edmu p\u0159\u00edstupu, jsou to jen \u0161pi\u010dka ledovce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jedn\u00edm z kl\u00ed\u010dov\u00fdch aspekt\u016f zvy\u0161ov\u00e1n\u00ed udr\u017eitelnosti tiskov\u00e9 kampan\u011b je zlep\u0161en\u00ed jej\u00ed \u00fa\u010dinnosti. D\u016fvod je jednoduch\u00fd, ale p\u00e1dn\u00fd: \u010d\u00edm \u00fa\u010dinn\u011bji va\u0161e tiskoviny vyvol\u00e1vaj\u00ed reakci nebo podn\u011bcuj\u00ed k akci, t\u00edm m\u00e9n\u011b odpadu vznik\u00e1. Ka\u017ed\u00fd kus, kter\u00fd spln\u00ed sv\u016fj marketingov\u00fd c\u00edl, p\u0159edstavuje dob\u0159e vyu\u017eit\u00fd zdroj, nikoli pl\u00fdtv\u00e1n\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pr\u00e1v\u011b zde vstupuje do hry p\u0159esn\u00e9 zac\u00edlen\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00edky anal\u00fdze \u00fadaj\u016f o z\u00e1kazn\u00edc\u00edch a identifikaci vzorc\u016f chov\u00e1n\u00ed mohou marketingov\u00ed specialist\u00e9 vytv\u00e1\u0159et \u201epodobn\u00e9\u201c c\u00edlov\u00e9 skupiny \u2013 skupiny, kter\u00e9 se podobaj\u00ed jejich st\u00e1vaj\u00edc\u00ed z\u00e1kaznick\u00e9 z\u00e1kladn\u011b. V m\u00e9m oboru, tedy v oblasti direct mailingu, to znamen\u00e1 zam\u011b\u0159it se na oblasti, kde je koncentrace t\u011bchto podobn\u00fdch c\u00edlov\u00fdch skupin nejvy\u0161\u0161\u00ed. \u010c\u00edm v\u00edce se p\u0159\u00edjemci shoduj\u00ed s c\u00edlovou skupinou, t\u00edm efektivn\u011bj\u0161\u00ed a udr\u017eiteln\u011bj\u0161\u00ed je dan\u00e1 kampa\u0148.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00edlen\u00ed je v\u0161ak pouze jednou \u010d\u00e1st\u00ed rovnice. Stejn\u011b d\u016fle\u017eit\u00fd je i obsah kampan\u011b. Mus\u00ed b\u00fdt poutav\u00fd, dob\u0159e navr\u017een\u00fd a realizovan\u00fd tak, aby maximalizoval m\u00edru zapojen\u00ed a odezvy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vytv\u00e1\u0159en\u00ed udr\u017eiteln\u00fdch marketingov\u00fdch kampan\u00ed nen\u00ed jen o pou\u017e\u00edv\u00e1n\u00ed ekologick\u00fdch materi\u00e1l\u016f; jde o to zajistit, aby tyto kampan\u011b byly \u00fa\u010dinn\u00e9. Kampa\u0148 m\u016f\u017ee b\u00fdt vyti\u0161t\u011bna firmou \u00fahl\u00edkov\u011b neutr\u00e1ln\u00ed na pap\u00ed\u0159e vyroben\u00e9m s vyu\u017eit\u00edm v\u011btrn\u00e9 energie, bez pou\u017eit\u00ed \u0161kodliv\u00fdch chemik\u00e1li\u00ed a doru\u010dena elektromobily. Pokud v\u0161ak takov\u00e1 kampa\u0148 nezaujme sv\u00e9 publikum a nevyvol\u00e1 po\u017eadovanou reakci, je jej\u00ed udr\u017eitelnost zpochybn\u011bna.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i optimalizaci materi\u00e1l\u016f pou\u017e\u00edvan\u00fdch v ti\u0161t\u011bn\u00e9m marketingu je z\u00e1sadn\u00ed maximalizovat jejich vyu\u017eit\u00ed. Nap\u0159\u00edklad oboustrann\u00fd tisk je jednoduch\u00fd, ale \u00fa\u010dinn\u00fd zp\u016fsob, jak efektivn\u011bji vyu\u017e\u00edvat pap\u00edr. Jde tak\u00e9 o kreativn\u00ed vyu\u017eit\u00ed ka\u017ed\u00e9 \u010d\u00e1sti po\u0161tovn\u00edho materi\u00e1lu. Ob\u00e1lka, kter\u00e1 je \u010dasto p\u0159ehl\u00ed\u017eena, nab\u00edz\u00ed dal\u0161\u00ed plochu pro vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bhu a zapojen\u00ed p\u0159\u00edjemce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Propojen\u00ed ti\u0161t\u011bn\u00fdch a digit\u00e1ln\u00edch marketingov\u00fdch strategi\u00ed m\u016f\u017ee rovn\u011b\u017e p\u0159isp\u011bt k v\u011bt\u0161\u00ed udr\u017eitelnosti. Podpora digit\u00e1ln\u00edch reakc\u00ed na ti\u0161t\u011bnou kampa\u0148, jako jsou online platby nebo dary, m\u016f\u017ee v\u00fdrazn\u011b sn\u00ed\u017eit dopad na \u017eivotn\u00ed prost\u0159ed\u00ed. Tento p\u0159\u00edstup tak\u00e9 vych\u00e1z\u00ed vst\u0159\u00edc rostouc\u00ed oblib\u011b digit\u00e1ln\u00edch transakc\u00ed, o \u010dem\u017e sv\u011bd\u010d\u00ed klesaj\u00edc\u00ed vyu\u017e\u00edv\u00e1n\u00ed \u0161ek\u016f v charitativn\u00edm sektoru. QR k\u00f3dy mohou plynule propojit ti\u0161t\u011bn\u00e9 materi\u00e1ly s digit\u00e1ln\u00edmi platformami a nab\u00eddnout tak sledovateln\u00fd a interaktivn\u00ed z\u00e1kaznick\u00fd z\u00e1\u017eitek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u017divotn\u00ed cyklus ti\u0161t\u011bn\u00e9ho marketingov\u00e9ho materi\u00e1lu nav\u00edc nekon\u010d\u00ed u p\u0159\u00edjemce. Podpora sd\u00edlen\u00ed m\u016f\u017ee v\u00fdrazn\u011b zv\u00fd\u0161it jeho dosah a \u00fa\u010dinnost. Jedin\u00fd ti\u0161t\u011bn\u00fd materi\u00e1l, kter\u00fd je p\u0159ed\u00e1n dal\u0161\u00edm lidem, zn\u00e1sobuje sv\u016fj dopad bez dal\u0161\u00edho vyu\u017eit\u00ed zdroj\u016f. A kone\u010dn\u011b, podpora recyklace materi\u00e1l\u016f, podlo\u017een\u00e1 informativn\u00edmi sd\u011blen\u00edmi o jej\u00edch ekologick\u00fdch v\u00fdhod\u00e1ch, posiluje poselstv\u00ed o udr\u017eitelnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1v\u011brem lze \u0159\u00edci, \u017ee udr\u017eitelnost v ti\u0161t\u011bn\u00e9m marketingu p\u0159edstavuje slo\u017eitou rovnov\u00e1hu, kter\u00e1 zdaleka p\u0159esahuje pouh\u00fd v\u00fdb\u011br pap\u00edru. Zahrnuje efektivn\u00ed zac\u00edlen\u00ed, poutav\u00fd obsah, efektivn\u00ed vyu\u017eit\u00ed materi\u00e1l\u016f, propojen\u00ed s digit\u00e1ln\u00edmi strategiemi a zohledn\u011bn\u00ed cel\u00e9ho \u017eivotn\u00edho cyklu marketingov\u00e9ho materi\u00e1lu. Pokud marketingov\u00ed specialist\u00e9 p\u0159ehodnot\u00ed udr\u017eitelnost v tomto \u0161ir\u0161\u00edm kontextu, mohou vytv\u00e1\u0159et kampan\u011b, kter\u00e9 jsou nejen \u0161etrn\u00e9 k \u017eivotn\u00edmu prost\u0159ed\u00ed, ale tak\u00e9 komer\u010dn\u011b \u00fa\u010dinn\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Autor: Chris Rothwell ze spole\u010dnosti The Letterbox Consultancy, pro Data &amp; Marketing Association (DMA) V dynamick\u00e9m sv\u011bt\u011b marketingu p\u0159evl\u00e1d\u00e1 obecn\u011b roz\u0161\u00ed\u0159en\u00fd, av\u0161ak p\u0159\u00edli\u0161 zjednodu\u0161en\u00fd n\u00e1zor, \u017ee digit\u00e1ln\u00ed marketing je ze sv\u00e9 podstaty udr\u017eiteln\u011bj\u0161\u00ed ne\u017e ti\u0161t\u011bn\u00fd marketing. Tento p\u0159edpoklad vych\u00e1z\u00ed z viditeln\u00e9ho dopadu ti\u0161t\u011bn\u00e9ho marketingu na \u017eivotn\u00ed prost\u0159ed\u00ed, zejm\u00e9na z pou\u017e\u00edv\u00e1n\u00ed pap\u00edru. P\u0159i bli\u017e\u0161\u00edm zkoum\u00e1n\u00ed v\u0161ak [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3020,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6268","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>Nov\u00e9 pojet\u00ed udr\u017eiteln\u00e9ho ti\u0161t\u011bn\u00e9ho marketingu - Two Sides<\/title>\n<meta name=\"description\" content=\"V dynamick\u00e9m sv\u011bt\u011b marketingu p\u0159evl\u00e1d\u00e1 obecn\u011b roz\u0161\u00ed\u0159en\u00fd, av\u0161ak p\u0159\u00edli\u0161 zjednodu\u0161en\u00fd n\u00e1zor, \u017ee digit\u00e1ln\u00ed marketing je ze sv\u00e9 podstaty udr\u017eiteln\u011bj\u0161\u00ed ne\u017e...\" \/>\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\/nove-pojeti-udrzitelneho-tisteneho-marketingu\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nov\u00e9 pojet\u00ed udr\u017eiteln\u00e9ho ti\u0161t\u011bn\u00e9ho marketingu - 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