{"id":7973,"date":"2024-04-23T15:37:51","date_gmt":"2024-04-23T15:37:51","guid":{"rendered":"https:\/\/twosides.info\/direktreklam-gar-fran-klarhet-till-klarhet\/"},"modified":"2024-04-23T15:37:51","modified_gmt":"2024-04-23T15:37:51","slug":"direktreklam-gar-fran-klarhet-till-klarhet","status":"publish","type":"post","link":"https:\/\/twosides.info\/sv\/direktreklam-gar-fran-klarhet-till-klarhet\/","title":{"rendered":"Direktreklam g\u00e5r fr\u00e5n klarhet till klarhet"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>En rad nya unders\u00f6kningar har visat att direktreklamen inte bara har blivit effektivare, utan att m\u00e4nniskor ocks\u00e5 f\u00f6redrar den.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e4r Storbritannien v\u00e4njer sig vid l\u00e4ngre dagar och varmare temperaturer visar marknadsf\u00f6ringsbranschen tydliga tecken p\u00e5 \u00e5terh\u00e4mtning, och m\u00e5nga f\u00f6retag \u00f6kar sina marknadsf\u00f6ringsbudgetar. Den senaste utg\u00e5van av den mycket inflytelserika IPA Bellwether Report har just visat att branschen upplever en tillv\u00e4xtperiod som str\u00e4cker sig tillbaka till andra kvartalet 2021. Det \u00e4r ytterligare ett tecken p\u00e5 att Storbritannien h\u00e5ller p\u00e5 att ta sig ur l\u00e5gkonjunkturen och inflationstrycket.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c4ven om detta \u00e4r goda nyheter f\u00f6r marknadsf\u00f6ringssektorn i stort, \u00e4r det s\u00e4rskilt goda nyheter f\u00f6r direktreklamen, eftersom rapporten beskriver mediets tillv\u00e4xt j\u00e4mf\u00f6rt med andra kommunikationsplattformar. Medan omr\u00e5den som TV (-0,7 %), utomhusreklam (-10,8 %) och ljudreklam (-4,5 %) minskade, \u00f6kade direktreklamen med 7 %. Endast evenemang gick b\u00e4ttre (23,1 %), vilket visar att f\u00f6retag har en stark vilja att m\u00f6ta kunder ansikte mot ansikte.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">E-postens tillbakag\u00e5ng<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">De positiva nyheterna f\u00f6r direktreklamen i IPA Bellwether Report \u00e5terspeglades i rapporten State of Prospecting 2024 fr\u00e5n s\u00e4lj teknikf\u00f6retaget Sopro, som gav ytterligare bel\u00e4gg f\u00f6r konsumenternas \u00f6kande preferens f\u00f6r tryckt marknadsf\u00f6ring framf\u00f6r kampanjer som enbart anv\u00e4nder e-post.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rapporten baserades p\u00e5 en analys av data fr\u00e5n mer \u00e4n 75,2 miljoner e-postmeddelanden och intervjuer med \u00f6ver 350 yrkesverksamma inom f\u00f6rs\u00e4ljning och marknadsf\u00f6ring. Den visade att \u00e4ven om framg\u00e5ngsgraden f\u00f6r aktiviteter som enbart anv\u00e4nde e-post minskade med 22 % under 2023, vill n\u00e4stan var femte konsument (18 %) kontaktas per post \u2013 mer \u00e4n dubbelt s\u00e5 m\u00e5nga som f\u00f6reg\u00e5ende \u00e5r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dessutom anser tre fj\u00e4rdedelar av de unders\u00f6kta f\u00f6retagen att marknadsf\u00f6ringsresultaten blir b\u00e4ttre n\u00e4r e-post kombineras med andra utg\u00e5ende marknadsf\u00f6ringskanaler, medan 68 % inst\u00e4mmer i att prospektering via e-post ocks\u00e5 kompletterar ing\u00e5ende marknadsf\u00f6ringskanaler.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Direktreklam fungerar!<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dessa resultat bygger vidare p\u00e5 den senaste rapporten fr\u00e5n Jicmail, som visade att 8,4 % av all post ledde till ett webbplatsbes\u00f6k under fj\u00e4rde kvartalet 2023, medan 4,8 % ledde till en s\u00f6kning efter ett konto och 3,3 % till ett k\u00f6p online. Det motsvarar en stark konverteringsgrad p\u00e5 40 % fr\u00e5n webbplatsbes\u00f6k till k\u00f6p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dessa siffror kommer att f\u00e5 alla marknadschefer att spetsa \u00f6ronen. I en tid n\u00e4r kunder blir allt sv\u00e5rare att sp\u00e5ra online och m\u00e4nniskor upplever allt st\u00f6rre digital tr\u00f6tthet \u00e4r tryggheten i att veta att ett direktreklamutskick g\u00e5r rakt in i hemmet och f\u00f6rmedlar ditt varum\u00e4rkes budskap till de personer du vill n\u00e5 n\u00e5got som b\u00f6r v\u00e4rdes\u00e4ttas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Det st\u00e5r klart att \u00e4ven om e-postkampanjer kan erbjuda en enorm r\u00e4ckvidd, \u00e4r deras faktiska resultat minimala j\u00e4mf\u00f6rt med direktreklam. Jicmail-rapporten visade ocks\u00e5 att post spelar en viktig roll f\u00f6r att driva f\u00f6rs\u00e4ljning i fysiska butiker, d\u00e4r 2,3 % av all post ledde till ett k\u00f6p i butik under fj\u00e4rde kvartalet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201dDe utmaningar som den brittiska detaljhandeln p\u00e5 butiksgatorna m\u00f6tte under fj\u00e4rde kvartalet har dokumenterats v\u00e4l\u201d, sade Ian Gibbs, Jicmails chef f\u00f6r dataanalys och l\u00e4rande. \u201dF\u00f6r de annons\u00f6rer som investerade sin budget i post gjorde kanalen d\u00e4remot sitt jobb och drev b\u00e5de k\u00f6p i butik och online, i en tid n\u00e4r det blir allt sv\u00e5rare att skapa en omedelbar respons genom resultatdrivna marknadsf\u00f6ringsaktiviteter.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ladda ner hela Jicmail-rapporten f\u00f6r fj\u00e4rde kvartalet 2023 p\u00e5 <a href=\"https:\/\/bit.ly\/Jicmail-Q4-2023\" target=\"_blank\" rel=\"noopener\">bit.ly\/Jicmail-Q4-2023<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En rad nya unders\u00f6kningar har visat att direktreklamen inte bara har blivit effektivare, utan att m\u00e4nniskor ocks\u00e5 f\u00f6redrar den. N\u00e4r Storbritannien v\u00e4njer sig vid l\u00e4ngre dagar och varmare temperaturer visar marknadsf\u00f6ringsbranschen tydliga tecken p\u00e5 \u00e5terh\u00e4mtning, och m\u00e5nga f\u00f6retag \u00f6kar sina marknadsf\u00f6ringsbudgetar. Den senaste utg\u00e5van av den mycket inflytelserika IPA Bellwether Report har just visat att [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2515,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7973","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>Direktreklam g\u00e5r fr\u00e5n klarhet till klarhet - Two Sides<\/title>\n<meta name=\"description\" content=\"En rad nya forskningsresultat visar att direktreklam inte bara har blivit mer effektiv, utan att m\u00e4nniskor ocks\u00e5 f\u00f6redrar den.\" \/>\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\/sv\/direktreklam-gar-fran-klarhet-till-klarhet\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Direktreklam g\u00e5r fr\u00e5n klarhet till klarhet - 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