{"id":2888,"date":"2015-06-09T15:00:56","date_gmt":"2015-06-09T13:00:56","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=2888"},"modified":"2015-07-27T13:31:14","modified_gmt":"2015-07-27T11:31:14","slug":"shopexpo-2015","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/shopexpo-2015\/","title":{"rendered":"Co p\u0159ineslo Shopexpo 2015"},"content":{"rendered":"
<\/div>\n

Marketingov\u00ed dobrodruzi tr\u00e1vili parn\u00e9 dny minul\u00e9ho t\u00fddne na konferenci v netradi\u010dn\u00edm prost\u0159ed\u00ed Doln\u00edch V\u00edtkovic. Ostravsk\u00e9 Shopexpo<\/a><\/strong> slibovalo nejv\u011bt\u0161\u00ed a nejkomplexn\u011bj\u0161\u00ed e-commerce<\/strong> networkingovou akci ve st\u0159edn\u00ed Evrop\u011b. Kter\u00e1 o\u010dek\u00e1v\u00e1n\u00ed se naplnila?<\/p>\n

<\/p>\n

Silnou str\u00e1nkou akce bylo bezesporu m\u00edsto kon\u00e1n\u00ed. \u010cerstv\u011b zrekonstruovan\u00e1 multifunk\u010dn\u00ed aula Gong<\/strong> n\u00e1s l\u00e1kala hned od za\u010d\u00e1tku a dojmy z prvn\u00ed prohl\u00eddky jednozna\u010dn\u011b potvrdily o\u010dek\u00e1v\u00e1n\u00ed. Prostory prost\u011b zafungovaly. Krom\u011b v\u0161udyp\u0159\u00edtomn\u00fdch banner\u016f a let\u00e1\u010dk\u016f des\u00edtek sponzor\u016f zde byla k nalezen\u00ed \u0159ada cool koutk\u016f, atrakc\u00ed, fotost\u011bn a jin\u00fdch konferen\u010dn\u00edch ud\u011bl\u00e1tek. Skryt\u00e9 i hrd\u011b vystaven\u00e9 l\u00e1hve n\u011b\u010deho ost\u0159ej\u0161\u00edho v\u00e1s ani na chv\u00edli nenechaly na pochyb\u00e1ch - p\u0159ijeli jste do Ostravy<\/a>!<\/p>\n

\"Shopexpo<\/a><\/p>\n

Nicm\u00e9n\u011b i aula Gong m\u011bla sv\u00e9 nedostatky. Ve vz\u00e1cn\u00e9m okam\u017eiku, kdy jste cht\u011bli n\u011bkter\u00e9mu ze speaker\u016f polo\u017eit dotaz, vyvstala z\u00e1va\u017en\u00e1 p\u0159ek\u00e1\u017eka. Internet st\u0159\u00eddav\u011b fungoval i nefungoval po celou dobu konference. Podobn\u00e9 pot\u00ed\u017ee nastaly, kdy\u017e se v\u0161ichni \u00fa\u010dastn\u00edci nar\u00e1z rozhodli, \u017ee maj\u00ed hlad. Fronty jako na ban\u00e1ny u ka\u017ed\u00e9ho stanovi\u0161t\u011b s ob\u010derstven\u00edm nebraly konce.<\/p>\n

Novinky v e-commerce<\/h1>\n

Co nov\u00e9ho organiz\u00e1to\u0159i a jejich speake\u0159i p\u0159inesli? Hodn\u011b se mluvilo o soci\u00e1ln\u00edch s\u00edt\u00edch, analytice, obsahu a samoz\u0159ejm\u011b toho spoustu zazn\u011blo o trendech v e-commerce pro dal\u0161\u00ed rok. K tomu se nav\u00edc nabalily workshopy a pokro\u010dil\u00e9 p\u0159edn\u00e1\u0161ky pro fajn\u0161mekry. Speake\u0159i se rekrutovali hlavn\u011b z \u010ceska, ale poda\u0159ilo se zlana\u0159it tak\u00e9 n\u011bkolik zahrani\u010dn\u00edch jmen<\/a>. Z kvanta mo\u017enost\u00ed jsem si vybral a nav\u0161t\u00edvil p\u00e1r p\u0159edn\u00e1\u0161ek.<\/p>\n

\"Shopexpo<\/a><\/p>\n

Pou\u017e\u00edvat data<\/h3>\n

Jan \u0158e\u017e\u00e1b<\/a>, \u0161\u00e9f Socialbakers<\/a>, mluvil hlavn\u011b o data driven<\/strong> soci\u00e1ln\u00edm marketingu a Facebooku. Pou\u017e\u00edvejte data a pou\u017e\u00edvejte je dob\u0159e. Neodd\u011blujte od sebe datov\u00e9 anal\u00fdzy jednotliv\u00fdch kan\u00e1l\u016f a nau\u010dt\u011b se ch\u00e1pat metriky. Tak zn\u00ed jeho message.<\/p>\n

Milion views videa na Facebooku sice vypad\u00e1 bombasticky, market\u00e9\u0159i k tomu ale u\u017e neradi dod\u00e1vaj\u00ed fakt, \u017ee zhl\u00e9dnut\u00ed se zapo\u010d\u00edt\u00e1v\u00e1 i pouze po t\u0159ech sekund\u00e1ch sledov\u00e1n\u00ed videa<\/strong>. Na z\u00e1v\u011br zm\u00ednil tak\u00e9 obrovskou podinvestovanost soci\u00e1ln\u00edch sit\u00ed v tuzemsku. Pr\u00e1ce proto bude ur\u010dit\u011b p\u0159ib\u00fdvat a m\u00e1me se na co t\u011b\u0161it!<\/p>\n

N\u00e1strahy v\u00fdkonnostn\u00edho marketingu<\/h3>\n

David \u0160pinar<\/a> identifikoval t\u0159i pasti v cest\u011b za optim\u00e1ln\u00edm v\u00fdkonnostn\u00edm marketingem. Metriky jako CPA, PNO, ROAS a ROI pova\u017euje za zav\u00e1d\u011bj\u00edc\u00ed (viz obr\u00e1zek n\u00ed\u017ee) a m\u00edsto rigidn\u00edho pohledu zam\u011b\u0159en\u00e9ho na sni\u017eov\u00e1n\u00ed PNO a CPA doporu\u010duje sledovat, jak\u00fdch zisk\u016f ve fin\u00e1le dosahujeme<\/strong>. To je ta spr\u00e1vn\u00e1 metrika!<\/p>\n

\"David<\/a><\/p>\n

V souvislosti se ziskem se dostalo na ROPO efekt<\/a> <\/strong>(nap\u0159\u00edklad m\u00f3du si a\u017e 32 % lid\u00ed po zhl\u00e9dnut\u00ed reklamy kupuje offline) a Customer Lifetime Value<\/strong> (celkov\u00e1 hodnota z\u00e1kazn\u00edka souvisej\u00edc\u00ed s t\u00edm, kolik si toho z\u00e1kazn\u00edk koup\u00ed v budoucnosti). Na z\u00e1v\u011br se \u0160pinar dotknul tak\u00e9 v\u011b\u010dn\u00e9ho t\u00e9matu atribu\u010dn\u00edch model\u016f pro m\u011b\u0159en\u00ed konverz\u00ed.<\/p>\n

Facebook fi\u010d\u00ed<\/h3>\n

Osobn\u011b jsem se celkem t\u011b\u0161il na pov\u00edd\u00e1n\u00ed Jana Podzimka<\/a> o Facebook Ads<\/strong> jako sou\u010d\u00e1sti v\u00fdkonnostn\u00edho marketingu, jeliko\u017e jsem s\u00e1m hrd\u00fdm \u010dlenem igloo Facebook sekce. L\u00edbila se mi praktick\u00e1 tabulka na m\u00edru, na jej\u00edm\u017e z\u00e1klad\u011b se eshopy m\u016f\u017eou rozhodovat, jestli se jim vyplat\u00ed j\u00edt do Facebook Ads. Jinak se \u0159e\u0161ily sp\u00ed\u0161e z\u00e1klady, ale zazn\u011blo tak\u00e9 n\u011bkolik zaj\u00edmav\u00fdch p\u0159\u00edklad\u016f vyu\u017e\u00edt\u00ed remarketingu a lookalike audiences.<\/p>\n

\"Jan<\/a><\/p>\n

\"Jan<\/a><\/p>\n

V\u00fdzkum v MailChimpu<\/h3>\n

Zv\u011bdav\u00fd jsem byl na Laurrisu Wolfram-Hvass<\/a> z MailChimpu<\/a>. C\u00edlem jej\u00ed p\u0159edn\u00e1\u0161ky bylo p\u0159ibl\u00ed\u017eit publiku d\u016fle\u017eitost neust\u00e1l\u00e9ho v\u00fdzkumu, kladen\u00ed ot\u00e1zek, poslouch\u00e1n\u00ed a u\u010den\u00ed a to nejen ve vztahu k z\u00e1kazn\u00edkovi. Podle Laurissy nen\u00ed v\u00fdzkum jen pro akademiky, ale \u00fapln\u011b pro v\u0161echny. Ka\u017ed\u00fd d\u00edky n\u011bmu m\u016f\u017ee z\u00edskat vizi, nov\u00e9 kontakty a vztahy. Kde za\u010d\u00edt? Pokud jste je\u0161t\u011b po\u0159\u00e1dn\u011b nepoznali ani sv\u00e9 kolegy v pr\u00e1ci, m\u011bli byste se na to co nejd\u0159\u00edve vrhnout!<\/p>\n

Mus\u00edm ale \u0159\u00edct, \u017ee jsem se za Ostravu i trochu zastyd\u011bl. Ani by nevadilo, \u017ee uprost\u0159ed jej\u00ed p\u0159edn\u00e1\u0161ky vypadla technika a muselo se 15 minut \u010dekat na pokra\u010dov\u00e1n\u00ed, ale koment\u00e1\u0159e typu \u201eAre you single?\u201c, \u201eLike your accent.\u201c, \u201eDo you wear skirt or shorts?\u201c,<\/em> kter\u00e9 si Laurrisa za sv\u00e9 sna\u017een\u00ed vyslou\u017eila, byly opravdu tristn\u00ed. Tohle chov\u00e1n\u00ed spolu s gramatick\u00fdmi chybami v \u010desk\u00fdch ot\u00e1zk\u00e1ch napov\u011bd\u011blo, jak\u00e9 publikum po\u0159adatel\u00e9 do Gongu skute\u010dn\u011b p\u0159il\u00e1kali.<\/p>\n

Ka\u0161lete na benefity<\/h3>\n

Sranda byla p\u0159i uk\u00e1zce tvorby z kuchyn\u011b Zaraguzy<\/a> v pod\u00e1n\u00ed Michala Pastiera<\/a>. Jeho prezentace pat\u0159ila rozhodn\u011b mezi top. Tahle pra\u017esk\u00e1 reklamka sv\u00fdmi \u00fasp\u011bchy dlouhodob\u011b prokazuje s\u00edlu sv\u00e9ho zam\u011b\u0159en\u00ed na odli\u0161n\u00e9 p\u0159\u00edstupy v komunikaci se z\u00e1kazn\u00edkem a na insights m\u00edsto klasick\u00e9ho d\u016frazu na benefity produktu. Doporu\u010duji omrknout pro inspiraci.<\/p>\n

Z\u00e1kazn\u00edk je k\u00e1mo\u0161<\/h3>\n

To sam\u00e9 plat\u00ed pro p\u0159edn\u00e1\u0161ku \u201eZ\u00e1kazn\u00edk je k\u00e1mo\u0161\u201c<\/em> od Daniela Arzta<\/a>. Pokud jste je\u0161t\u011b nikdy nesly\u0161eli o eshopu Woox<\/a>, nev\u00e1hejte se pou\u010dit z jejich stylu komunikace se z\u00e1kazn\u00edky<\/strong>. Stoj\u00ed to za to.<\/p>\n

E-commerce trendy<\/h3>\n

Tom\u00e1\u0161 Braverman<\/a> z Heureky<\/a> p\u0159edstavil data o trendech v e-commerce pro rok 2015. Tedy hlavn\u011b co a jak se nakupovalo. Mezi trendy pro dal\u0161\u00ed rok, kter\u00e9 byly ostatn\u011b u\u017e i d\u0159\u00edve zm\u00edn\u011bny, za\u0159adil p\u0159edev\u0161\u00edm mobile, omnichannel a personalizaci.<\/p>\n

New Buzzbranding Techniques<\/h3>\n

Nem\u016f\u017eu si odpustit men\u0161\u00ed r\u00fdpnut\u00ed do p\u0159edstaven\u00ed Adama Hrub\u00e9ho<\/a>. Z p\u0159edn\u00e1\u0161ky \u201eNew Buzzbranding Techniques\u201c<\/em> se nakonec vyklubala \u010dist\u00e1 propagace nov\u00e9ho (a z\u0159ejm\u011b jeho) produktu k tvorb\u011b instantn\u00edch konferenc\u00ed za p\u00e1r minut. Cel\u00fd jeho projev byl nav\u00edc bez mo\u017enosti kl\u00e1st ot\u00e1zky.<\/p>\n

\"Adam<\/a><\/p>\n

Networking<\/h1>\n

Po prokli\u010dkov\u00e1n\u00ed vybranou sestavou p\u0159edn\u00e1\u0161ek p\u0159i\u0161lo na to hlavn\u00ed. Slova networking a alkohol<\/strong> zazn\u00edvala hned zkraje konference, a to celkem \u010dasto. \u0158e\u017e\u00e1b<\/a> jako prvn\u00ed nastoupil na stage s p\u016fllitrem v ruce a na posiln\u011bn\u00ed p\u0159idal i pan\u00e1ka Becherovky. Tohle tempo u\u017e pak nepolevilo. Jedinou obavou organiz\u00e1tor\u016f v tomto ohledu bylo, zda se ve ve\u010dern\u00edch hodin\u00e1ch poda\u0159\u00ed zabr\u00e1nit exodu host\u016f na Stodoln\u00ed.<\/p>\n

\"Michal<\/a><\/p>\n

Dejte dohromady 2 000 lid\u00ed z e-commerce, 4 000 piv, 600 lahv\u00ed v\u00edna<\/strong> a z\u00edsk\u00e1te slu\u0161n\u00fd koktejl networkingov\u00e9 z\u00e1bavy. Trochu zamrzel jen fakt, \u017ee se nepoda\u0159ilo vytvo\u0159it a\u017e tak rozmanitou skladbu \u00fa\u010dastn\u00edk\u016f. V\u00edce ne\u017e p\u016flka lid\u00ed v publiku zvednutou rukou p\u0159iznala, \u017ee je z Ostravy.<\/p>\n

Krom\u011b toho, \u017ee m\u00e1lokdo \u0161el prvn\u00ed den sp\u00e1t p\u0159ed sv\u00edt\u00e1n\u00edm, se r\u00e1no po\u0159adatel\u00e9 mohli pochlubit i \u00factyhodnou statistikou vypit\u00e9ho alkoholu, k tomu navrch hned \u010dty\u0159mi \u017e\u00e1dostmi o ruku a dokonce pr\u00fd dv\u011bma po\u010dat\u00fdmi d\u011btmi. Jak\u00fdm atribu\u010dn\u00edm modelem asi zm\u011b\u0159ili tohle? Snad to nebyl model \u201eNa z\u00e1klad\u011b pozice\u201c.<\/em><\/p>\n

Dojmy<\/h3>\n

A jak\u00e9 teda Shopexpo 2015<\/strong> bylo? V\u00e1hal bych s ozna\u010den\u00edm nejv\u011bt\u0161\u00ed e-commerce konference ve st\u0159edn\u00ed Evrop\u011b hlavn\u011b vzhledem ke slo\u017een\u00ed publika. Na druhou stranu pln\u00fd bar\u00e1k (p\u0159es 2 100 lid\u00ed) je pln\u00fd bar\u00e1k<\/strong>. P\u0159edn\u00e1\u0161ky byly celkem p\u0159\u00ednosn\u00e9 a snad si v\u0161echny na\u0161ly sv\u00e9 poslucha\u010de (t\u011b\u0161\u00edm se na z\u00e1znamy ostatn\u00edch), i kdy\u017e n\u011bkter\u00e9 p\u016fsobily sp\u00ed\u0161e jako reklamn\u00ed spoty. Nejsiln\u011bj\u0161\u00ed str\u00e1nka akce ale z m\u00e9ho osobn\u00edho pohledu p\u0159esto netkv\u011bla v p\u0159edn\u00e1\u0161k\u00e1ch. Organiz\u00e1tor\u016fm se hlavn\u011b poda\u0159ilo vytvo\u0159it jedine\u010dnou networkingovou atmosf\u00e9ru v par\u00e1dn\u00edch prostor\u00e1ch.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketingov\u00ed dobrodruzi tr\u00e1vili parn\u00e9 dny minul\u00e9ho t\u00fddne na konferenci v netradi\u010dn\u00edm prost\u0159ed\u00ed Doln\u00edch V\u00edtkovic. Ostravsk\u00e9 Shopexpo slibovalo nejv\u011bt\u0161\u00ed a nejkomplexn\u011bj\u0161\u00ed e-commerce networkingovou akci ve st\u0159edn\u00ed Evrop\u011b. Kter\u00e1 o\u010dek\u00e1v\u00e1n\u00ed se naplnila?<\/p>\n","protected":false},"author":17,"featured_media":2913,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[98,16,32,113,112,18],"class_list":["post-2888","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-e-commerce","tag-facebook","tag-konference","tag-ostrava","tag-shopexpo","tag-socialni-site"],"yoast_head":"\nCo p\u0159ineslo Shopexpo 2015<\/title>\n<meta name=\"description\" content=\"Ostravsk\u00e9 Shopexpo slibovalo nejv\u011bt\u0161\u00ed e-commerce networkingovou akci ve st\u0159edn\u00ed Evrop\u011b. 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