{"id":1411,"date":"2016-11-22T14:43:26","date_gmt":"2016-11-22T13:43:26","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=1411"},"modified":"2016-11-22T14:43:26","modified_gmt":"2016-11-22T13:43:26","slug":"poselstvi-z-web-summitu-pro-vsechny-marketery","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2016\/11\/22\/poselstvi-z-web-summitu-pro-vsechny-marketery\/","title":{"rendered":"Poselstv\u00ed z Web Summitu pro v\u0161echny market\u00e9ry"},"content":{"rendered":"

Ze zahrani\u010dn\u00edch konferenc\u00ed p\u0159ijedu v\u017edy namotivovan\u00fd, proto\u017ee je skv\u011bl\u00e9 vid\u011bt, jak sv\u011bt sp\u011bje m\u00edlov\u00fdmi kroky kup\u0159edu. Poka\u017ed\u00e9 v\u0161ak naraz\u00edm na ka\u017edodenn\u00ed probl\u00e9my a neochotu m\u011bnit zaveden\u00e9 po\u0159\u00e1dky. Ale z posv\u00e1tn\u00e9 kr\u00e1vy jsou nejlep\u0161\u00ed bifteky.<\/span><\/p>\n

1. Get the attention<\/b><\/p>\n

Pokud n\u011bkomu chcete p\u0159edstavit v\u00e1\u0161 produkt nebo mu ho prodat, tak v\u00e1s nejd\u0159\u00edv mus\u00ed poslouchat. Bojujeme o pozornost, ka\u017edou vte\u0159inu, ka\u017ed\u00fd den. Kdo si z\u00edsk\u00e1 v\u00edce pozornosti, ten prod\u00e1. Komunikace je jedna ze slu\u017eeb poskytovan\u00e1 va\u0161im z\u00e1kazn\u00edk\u016fm, je to sou\u010d\u00e1st va\u0161eho produktu. 75 cent\u016f z ka\u017ed\u00e9ho dolaru utracen\u00e9ho za reklamu jde do FB nebo Googlu. Ud\u011blejte si dva kol\u00e1\u010dov\u00e9 grafy a zamyslete se nad sv\u00fdm marketingov\u00fdm rozpo\u010dtem.<\/span><\/p>\n

\"Sni\u0301mek<\/a><\/p>\n

2. Data driven content<\/b><\/p>\n

Kdybych dostal 10 korun poka\u017ed\u00e9, kdy\u017e sly\u0161\u00edm n\u011bjak\u00e9ho marke\u0165\u00e1ka pron\u00e1\u0161et, \u017ee se mu l\u00edb\u00ed v\u00edce zelen\u00e1 ne\u017e modr\u00e1, nebo \u017ee logo bude ur\u010dit\u011b lep\u0161\u00ed vpravo, proto\u017ee si to mysl\u00ed, tak bych Socialsharks v\u016fbec nemusel v\u00e9st. Bez dat jsme jen lidi s n\u00e1zorem. A v\u00edce ne\u017e kdy jindy m\u00e1me k dispozici takov\u00e9 mno\u017estv\u00ed dat, kter\u00e9 n\u00e1m ukazuje cestu. Bohu\u017eel statistika a matematika je na marketingov\u00e9 kated\u0159e ten nudn\u00fd p\u0159edm\u011bt. Marketing je synergie matematiky a kreativity. Pro v\u0161echny, kdo cht\u011bj\u00ed d\u011blat social media opravdu seri\u00f3zn\u011b, by data m\u011bla b\u00fdt z\u00e1kladem pro tvorbu ve\u0161ker\u00e9ho obsahu. Ono to toti\u017e ve velk\u00e9m m\u011b\u0159\u00edtku ani jinak nejde.<\/span><\/p>\n

3. Video<\/b><\/p>\n

Data jasn\u011b ukazuj\u00ed co u\u017eivatel\u00e9 cht\u011bj\u00ed konzumovat. Video, na mobilu, vertik\u00e1ln\u011b, autentick\u00e9 a hodn\u011b. Pokud to jako marke\u0165\u00e1k p\u0159ehl\u00ed\u017e\u00edte, proto\u017ee je jednodu\u0161\u00ed nato\u010dit jedno video a nacpat miliony do TV, ne\u017e 60 vide\u00ed do 10 r\u016fzn\u00fdch kan\u00e1l\u016f, tak jste odsouzeni k brzk\u00e9mu konci kari\u00e9ry. Brzy budeme ka\u017ed\u00fd den vytv\u00e1\u0159et videa pro virtu\u00e1ln\u00ed realitu. Spousta firem investuje obrovsk\u00e9 prost\u0159edky do VR, po\u010det za\u0159\u00edzen\u00ed se mnohon\u00e1sobn\u011b zvy\u0161uje a u\u017e se to\u010d\u00ed i filmy pro VR. Ned\u011bl\u00e1te video? Tak za\u010dn\u011bte, cokoliv. Vlog z firmy, produktov\u00e9 video, u\u010dte se, testujte. A uvid\u00edte, \u017ee to bude fungovat. <\/span><\/p>\n

4. Social media first<\/b><\/p>\n

Nez\u00e1visle na sob\u011b se n\u011bkolik \u0159e\u010dn\u00edk\u016f op\u0159elo o TV. Market\u00e9\u0159i se dr\u017e\u00ed TV, proto\u017ee medi\u00e1ln\u00ed agentury v tom maj\u00ed nejv\u011bt\u0161\u00ed mar\u017ee, a neur\u010ditost dom\u011b\u0159en\u00ed TV hraje n\u00e1m, leniv\u00fdm tvor\u016fm, do karet. TV ztr\u00e1c\u00ed sv\u016fj reach, proto\u017ee se pozornost z\u00e1kazn\u00edk\u016f t\u0159\u00ed\u0161t\u00ed do mnoha kan\u00e1l\u016f m\u00edsto jednoho posezen\u00ed u TV. A TV ovliv\u0148uje v\u00fdsledky digit\u00e1lu. Do TV byste se m\u011bli pou\u0161t\u011bt jen tehdy, pokud t\u011b\u017e\u00edte maxim\u00e1ln\u00ed potenci\u00e1l ze soci\u00e1ln\u00edch s\u00edt\u00ed a onlinu (ano v tomto po\u0159ad\u00ed). Pokud cpete pen\u00edze do TV a online se teprve u\u010d\u00edte, vyhazujete pen\u00edze oknem. <\/span><\/p>\n

Webov\u00e9 str\u00e1nky dosp\u011bly k tomu, \u017ee se u\u017e nep\u0159izp\u016fsobuj\u00ed mobil\u016fm, ale vytv\u00e1\u0159ej\u00ed se prim\u00e1rn\u011b na mobil, a stejn\u00e1 evoluce \u010dek\u00e1 i soci\u00e1ln\u00ed s\u00edt\u011b. Te\u010f st\u00e1le v\u011bt\u0161ina pouze p\u0159ekl\u00e1p\u00ed TV spoty do socialu, jeliko\u017e je to jednoduch\u00e9, a skoro nic to nestoj\u00ed. Ale to se zm\u011bn\u00ed. Budeme sv\u011bdky toho, \u017ee se tento proces oto\u010d\u00ed a v TV uvid\u00edme v\u00edce kampan\u00ed, kter\u00e9 za\u010daly a vznikly prim\u00e1rn\u011b pro soci\u00e1ln\u00ed s\u00edt\u011b. <\/span><\/p>\n

My jsme na to p\u0159ipraveni, a vy? <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Ze zahrani\u010dn\u00edch konferenc\u00ed p\u0159ijedu v\u017edy namotivovan\u00fd, proto\u017ee je skv\u011bl\u00e9 vid\u011bt, jak sv\u011bt sp\u011bje m\u00edlov\u00fdmi kroky kup\u0159edu. Poka\u017ed\u00e9 v\u0161ak naraz\u00edm na ka\u017edodenn\u00ed probl\u00e9my a neochotu m\u011bnit zaveden\u00e9 po\u0159\u00e1dky. Ale z posv\u00e1tn\u00e9 kr\u00e1vy jsou nejlep\u0161\u00ed bifteky.<\/p>\n","protected":false},"author":1,"featured_media":1413,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1411","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-novinky","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1411","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=1411"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1411\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/1413"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=1411"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=1411"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=1411"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}