{"id":2493,"date":"2014-09-03T08:50:39","date_gmt":"2014-09-03T06:50:39","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=2493"},"modified":"2021-02-15T14:52:35","modified_gmt":"2021-02-15T13:52:35","slug":"lim-2014","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/lim-2014\/","title":{"rendered":"L\u00e9to s internetov\u00fdm marketingem - ve znamen\u00ed STDC"},"content":{"rendered":"
<\/div>\n

Vybojujete si m\u00edsto. V\u00edce ne\u017e m\u011bs\u00edc netrp\u011bliv\u011b \u010dek\u00e1te. A pak nastane ten \u010das, ke kter\u00e9mu v\u0161ichni marketingov\u00ed t\u00e1born\u00edci vzhl\u00ed\u017e\u00ed - L\u00e9to s internetov\u00fdm marketingem. Pokud jste se na n\u011bj letos nedostali, nesmutn\u011bte. Pokud jste o n\u011bm nesly\u0161eli, nebojte se. Po\u0159\u00e1d si m\u016f\u017eete p\u0159e\u010d\u00edst m\u00e9 z\u00e1\u017eitky z prvn\u00ed ruky. Marek Prokop<\/a> si letos p\u0159izval na pomoc Vil\u00e9ma Rube\u0161e<\/a> a Pe\u0165u V\u011btrovskou<\/a> a douf\u00e1m, \u017ee neprozrad\u00edm v \u00favodu p\u0159\u00edli\u0161 - bylo to dobr\u00e9.<\/p>\n

<\/p>\n

V \u010dem se leto\u0161n\u00ed LIM li\u0161il<\/h1>\n

Letos byl LIM jin\u00fd ne\u017e ty p\u0159edchoz\u00ed, byl jedn\u00edm velk\u00fdm workshopem s ucelen\u00fdm frameworkem. Marek vyu\u017eil (a podle sv\u00e9ho dotvo\u0159il) Avinash\u016fv marketingov\u00fd model See \u2013 Think - Do<\/strong><\/a>. \u010cesky m\u016f\u017eeme p\u0159elo\u017eit jako Vid\u011bt \u2013 P\u0159em\u00fd\u0161let - D\u011blat (pozor nepl\u00e9st s \u010c\u00edst, p\u00edt, meditovat i kdy\u017e i takto je mo\u017en\u00e9 cel\u00fd LIM pojmout).<\/p>\n

V\u0161ech 43 se n\u00e1s rozd\u011blilo do mal\u00fdch skupinek a po celou dobu jsme pracovali na vlastn\u00edm projektu. Lid\u00e9 z klientsk\u00e9 strany m\u011bli v tomto sm\u011bru v\u00fdhodu. K jejich projektu se v\u011bt\u0161inou p\u0159ipojil market\u00e9r z agentury a pracovali spolu. J\u00e1 jsem pos\u00edlil t\u00fdm Honzy ze Z\u00e1\u017eitky.cz<\/a> a mysl\u00edm, \u017ee u n\u00e1s ta synergie fungovala velice p\u011bkn\u011b.<\/p>\n

\"Vil\u00e9m<\/a>

Jeden z nejz\u00e1sadn\u011bj\u0161\u00edch moment\u016f - nikdo ani nedut\u00e1; credits V\u011btrovka<\/p><\/div>\n

STD, ten typ kter\u00fd chcete chytit<\/h2>\n

Aneb hodn\u011b na s\u00edlu naroubovan\u00fd vt\u00edpek. Jak model funguje doporu\u010duji u Avinashe pro\u010d\u00edst<\/a>. Kdo Avinashe je\u0161t\u011b nezn\u00e1te, p\u0159e\u010dt\u011bte si t\u011bch \u010dl\u00e1nk\u016f rovnou v\u00edce. Pravd\u011bpodobn\u011b to bude v\u00e1\u0161 nejl\u00e9pe investovan\u00fd dne\u0161n\u00ed \u010das. Avinash mimochodem bude v listopadu na Marketing Festivalu<\/a>, kde bude asi nejv\u011bt\u0161\u00ed hv\u011bzdou.<\/p>\n

Model se skl\u00e1d\u00e1 ze \u010dty\u0159 \u010d\u00e1st\u00ed, co\u017e kr\u00e1sn\u011b koreluje se \u010dty\u0159denn\u00edm kurzem<\/strong>. Jsou to: z\u00e1kladn\u00ed model, vyu\u017eit\u00ed pro obsahovou strategii, nav\u00e1z\u00e1n\u00ed na propaga\u010dn\u00ed strategii a vymy\u0161len\u00ed zp\u016fsobu m\u011b\u0159en\u00ed a vyhodnocov\u00e1n\u00ed.<\/p>\n

My jsme \u0161li je\u0161t\u011b hloub\u011bji a p\u0159ed t\u00edm se zam\u011b\u0159ili na obchodn\u00ed c\u00edl projektu, jeho USP<\/a> (jednozna\u010dn\u00e9 odli\u0161en\u00ed od konkurence), tonalitu (\u201ezabarven\u00ed zna\u010dky\u201c), c\u00edlovou skupinu a reprezentativn\u00ed pers\u00f3nu (zaj\u00edmav\u00e9 post\u0159ehy z tvorby pers\u00f3n jsem sepsal z v\u00fdpravy na Measurecamp<\/a>).<\/p>\n

Jak to v\u016fbec funguje<\/h2>\n

Ve zkratce: model P\u0159iv\u00e9st \u2013 Zaujmout \u2013 Konvertovat, kter\u00fd se obvykle pou\u017e\u00edv\u00e1 je zastaral\u00fd a ned\u00e1 se dob\u0159e aplikovat na zp\u016fsob, jak\u00fdm lid\u00e9 nakupuj\u00ed. STD funguje jako jeho n\u00e1stavba a zjednodu\u0161uje n\u00e1m pr\u00e1ci. Popisuje potenci\u00e1ln\u00ed z\u00e1kazn\u00edky v r\u016fzn\u00fdch f\u00e1z\u00edch n\u00e1kupn\u00edho cyklu<\/strong> a t\u00edm n\u00e1m p\u0159ibl\u00ed\u017euje jak\u00fdm zp\u016fsobem s nimi pracovat.<\/p>\n

Jak to vypad\u00e1 v praxi? V\u0161echny p\u0159\u00edklady jsem p\u0159ipravil pro srozumitelnost na SNOWBOARD ZEZULA<\/a>.<\/p>\n

\"P\u0159\u00edklad<\/a>

P\u0159\u00edklad modelu P\u0159iv\u00e9st \u2013 Zaujmout \u2013 Konvertovat<\/p><\/div>\n

U modelu Vid\u011bt - P\u0159em\u00fd\u0161let - D\u011blat si m\u016f\u017eete v\u0161imnout, \u017ee lid\u00e9 z vy\u0161\u0161\u00ed f\u00e1ze jsou sou\u010d\u00e1st\u00ed i f\u00e1z\u00ed ni\u017e\u0161\u00edch. \u010c\u00edm vy\u0161\u0161\u00ed f\u00e1ze, t\u00edm u\u017e\u0161\u00ed subset p\u016fvodn\u00ed skupiny lid\u00ed.<\/p>\n

\"P\u0159\u00edklad<\/a>

P\u0159\u00edklad modelu Vid\u011bt \u2013 P\u0159em\u00fd\u0161let \u2013 D\u011blat<\/p><\/div>\n

Je mo\u017en\u00e9 j\u00edt hloub\u011bji a roz\u0161\u00ed\u0159it skupiny je\u0161t\u011b o lidi, kte\u0159\u00ed r\u00e1di sportuj\u00ed; lidi, kte\u0159\u00ed maj\u00ed r\u00e1di zimu apod.<\/p>\n

Opravdov\u00e1 z\u00e1bava nast\u00e1v\u00e1 propojen\u00edm obou model\u016f<\/strong>. Je toti\u017e pot\u0159eba promyslet, jak\u00fdm zp\u016fsobem p\u0159iv\u00e9st, zaujmout a konvertovat lidi ve f\u00e1zi Vid\u011bt, P\u0159em\u00fd\u0161let, D\u011blat. V ka\u017ed\u00e9 z nich budou sly\u0161et na jin\u00e9 sd\u011blen\u00ed.<\/p>\n

\"P\u0159\u00edklad<\/a>

P\u0159\u00edklad napojen\u00ed modelu P\u0159iv\u00e9st \u2013 Zaujmout \u2013 Konvertovat na f\u00e1zi Vid\u011bt<\/p><\/div>\n

V\u0161imli jste si po\u017eadovan\u00e9 konverze? Like, p\u0159id\u00e1n\u00ed YouTube kan\u00e1lu do odb\u011bru\u2026 seriously<\/strong>? Ano! Mus\u00edme si uv\u011bdomit, \u017ee c\u00edl\u00edme na \u010dlov\u011bka, kter\u00fd r\u00e1d jezd\u00ed na hory. Nic v\u00edc, nic m\u00ed\u0148. T\u011b\u017eko na n\u011bj m\u016f\u017eeme \u201evybalit\u201c slevovou akci<\/strong> a \u010dekat, \u017ee u n\u00e1s nakoup\u00ed prkno, bundu a lavinov\u00fd batoh k tomu. Je pro n\u00e1s daleko lep\u0161\u00ed, kdy\u017e jej z\u00edsk\u00e1me alespo\u0148 do sv\u00e9 \u201esf\u00e9ry vlivu\u201c a bu\u010f jej postupem \u010dasu popostr\u010d\u00edme do dal\u0161\u00edch f\u00e1z\u00ed, nebo si na n\u011bj alespo\u0148 po\u010dk\u00e1me.<\/p>\n

Zp\u016fsob p\u0159iveden\u00ed, zaujmut\u00ed i po\u017eadovan\u00e1 konverze budou prost\u011b u ka\u017ed\u00e9 f\u00e1ze jin\u00e9, i kdy\u017e se mohou prol\u00ednat. Nap\u0159\u00edklad \u010dl\u00e1nek s n\u00e1vodem na v\u00fdb\u011br snowboardu m\u016f\u017ee b\u00fdt zaj\u00edmav\u00fd jak pro lidi ve f\u00e1zi P\u0159em\u00fd\u0161let, tak D\u011blat.<\/p>\n

Chv\u00edle pro star\u00e9 dobr\u00e9 hartusen\u00ed nad zka\u017eenost\u00ed sv\u011bta<\/h2>\n

My, digit\u00e1ln\u00ed agentury jsme se bohu\u017eel chytly do vlastn\u00ed pasti d\u016frazu na v\u00fdkon. Mantra v\u00fdkonu<\/strong>, kter\u00fd jsme obhajovaly jeho domn\u011blou m\u011b\u0159itelnost\u00ed. Ono to bohu\u017eel tak jednoduch\u00e9 nen\u00ed, a pokud je firma zam\u011b\u0159en\u00e1 pouze na f\u00e1zi D\u011blat, jednou mus\u00ed narazit na sv\u00e9 mo\u017enosti. Jakmile vy\u010derp\u00e1me rybn\u00ed\u010dek lid\u00ed, kte\u0159\u00ed cht\u011bj\u00ed nakoupit, \u017e\u00e1dn\u00e9 dal\u0161\u00ed investice do p\u0159esv\u011bd\u010dov\u00e1n\u00ed p\u0159esv\u011bd\u010den\u00fdch<\/strong> obraty nezv\u00fd\u0161\u00ed.<\/p>\n

Ne\u0159\u00edk\u00e1m, \u017ee ka\u017ed\u00fd marketingov\u00fd rozpo\u010det mus\u00ed b\u00fdt rovnom\u011brn\u011b rozprost\u0159en mezi tyto t\u0159i f\u00e1ze. Na v\u0161echny t\u0159i bychom v\u0161ak m\u011bli od za\u010d\u00e1tku pl\u00e1nov\u00e1n\u00ed marketingov\u00e9 strategie myslet. Pravd\u011bpodobn\u011b dojdeme k z\u00e1v\u011bru, \u017ee m\u00e1me je\u0161t\u011b velk\u00e9 mezery ve f\u00e1zi D\u011blat<\/a>, kde se investice l\u00e9pe obhajuj\u00ed, proto\u017ee se rychle navr\u00e1t\u00ed. Ani to n\u00e1s ale neomlouv\u00e1 z ignorov\u00e1n\u00ed ostatn\u00edch f\u00e1z\u00ed<\/strong>.<\/p>\n

Pokud v\u00e1s bav\u00ed t\u00e9ma n\u00e1kupn\u00edho cyklu a atribuce kampan\u00ed, tak jako m\u011b, doporu\u010duji p\u0159edn\u00e1\u0161ku Carmen Mardiros z MeasureCampu<\/a>.<\/p>\n

Tak jak\u00e9 bylo L\u00e9to s internetov\u00fdm marketingem?<\/h2>\n

P\u0159ekvapiv\u011b podzimn\u00ed, ale to letos nevybo\u010duje z nastaven\u00e9ho kurzu.<\/p>\n

U\u017eil jsem si LIM, l\u00edbilo se mi golfov\u00e9 h\u0159i\u0161t\u011b, posunul m\u011b program d\u00e1le, splnil LIM moje o\u010dek\u00e1v\u00e1n\u00ed? A vyplat\u00ed se ta akce v\u016fbec? Jednoduch\u00e1 odpov\u011b\u010f. Pokud Marek uspo\u0159\u00e1d\u00e1 LIM i p\u0159\u00ed\u0161t\u00ed rok, ur\u010dit\u011b pojedu zase. <\/strong><\/p>\n

A kde je coddle? Ot\u00e1zky, ot\u00e1zky\u2026 mo\u017en\u00e1 si jej nech\u00e1me na p\u0159\u00ed\u0161t\u011b.<\/p>\n

P\u0159e\u010dt\u011bte si m\u00e9 post\u0159ehy z L\u00e9ta s internetov\u00fdm marketingem 2013<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Vybojujete si m\u00edsto. V\u00edce ne\u017e m\u011bs\u00edc netrp\u011bliv\u011b \u010dek\u00e1te. A pak nastane ten \u010das, ke kter\u00e9mu v\u0161ichni marketingov\u00ed t\u00e1born\u00edci vzhl\u00ed\u017e\u00ed - L\u00e9to s internetov\u00fdm marketingem. Pokud jste se na n\u011bj letos nedostali, nesmutn\u011bte. Pokud jste o n\u011bm nesly\u0161eli, nebojte se. Po\u0159\u00e1d si m\u016f\u017eete p\u0159e\u010d\u00edst m\u00e9 z\u00e1\u017eitky z prvn\u00ed ruky. Marek Prokop si letos p\u0159izval na pomoc Vil\u00e9ma Rube\u0161e a Pe\u0165u V\u011btrovskou a douf\u00e1m, \u017ee neprozrad\u00edm v \u00favodu p\u0159\u00edli\u0161 - bylo to dobr\u00e9.<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[32],"class_list":["post-2493","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-konference"],"yoast_head":"\nL\u00e9to s internetov\u00fdm marketingem - ve znamen\u00ed STDC | igloonet blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igloonet.cz\/blog\/lim-2014\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u00e9to s internetov\u00fdm marketingem - ve znamen\u00ed STDC | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"Vybojujete si m\u00edsto. 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