{"id":5496,"date":"2019-01-30T15:45:05","date_gmt":"2019-01-30T13:45:05","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=5496"},"modified":"2020-07-23T13:14:21","modified_gmt":"2020-07-23T11:14:21","slug":"omezeny-marketingovy-rozpocet","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/omezeny-marketingovy-rozpocet\/","title":{"rendered":"Jak pracovat s omezen\u00fdm marketingov\u00fdm rozpo\u010dtem"},"content":{"rendered":"
<\/div>\n

Ur\u010dit\u011b se ka\u017ed\u00fd specialista setkal se situac\u00ed, kdy dostal od klienta za \u00fakol splnit marketingov\u00e9 c\u00edle, ale rozpo\u010det na jejich dosa\u017een\u00ed nebyl adekv\u00e1tn\u00ed. Zjist\u011bte, jak s takovou situac\u00ed pracovat a p\u0159izp\u016fsobit j\u00ed marketingovou strategii.<\/p>\n

<\/p>\n

Komunikace je z\u00e1klad<\/h2>\n

M\u00e1te spravovat kampan\u011b a rozpo\u010det nen\u00ed ide\u00e1ln\u00ed? V\u017edycky je dobr\u00e9 za\u010d\u00edt pokusem o domluvu, proto\u017ee si klienti \u010dasto neuv\u011bdomuj\u00ed, co v\u0161echno m\u016f\u017ee n\u00edzk\u00fd rozpo\u010det zp\u016fsobit. Vhodnou formou vysv\u011btlete, pro\u010d nepovede k pln\u011bn\u00ed stanoven\u00fdch c\u00edl\u016f a jak moc je poddimenzovan\u00fd. Nezapome\u0148te zd\u016fraznit, \u017ee se omezen\u00ed financ\u00ed projev\u00ed v redukci marketingov\u00fdch aktivit, a tud\u00ed\u017e i v hor\u0161\u00edch v\u00fdsledc\u00edch kampan\u00ed. Pokud nebudete ve snaze o nav\u00fd\u0161en\u00ed rozpo\u010dtu \u00fasp\u011b\u0161n\u00ed, nic nen\u00ed ztraceno. Za\u010dn\u011bte p\u0159em\u00fd\u0161let, jak zefektivnit marketingov\u00e9 aktivity, aby m\u011blo omezen\u00ed co nejmen\u0161\u00ed vliv na spln\u011bn\u00ed c\u00edl\u016f.<\/p>\n

\u00daprava marketingov\u00e9 strategie<\/h2>\n

M\u00e1me tedy rozpo\u010det, kter\u00fd se od toho ide\u00e1ln\u00edho n\u011bjak\u00fdm zp\u016fsobem li\u0161\u00ed. Na za\u010d\u00e1tku pl\u00e1nov\u00e1n\u00ed marketingov\u00e9 strategie si  s klientem vydefinujte jeho pot\u0159eby (co ho nejv\u00edc \u201ep\u00e1l\u00ed\u201c) a c\u00edle, pak jim ur\u010dete priority. Sna\u017ete se o nich zjistit co nejv\u00edc, a sp\u00ed\u0161 ne\u017e na konkr\u00e9tn\u00ed n\u00e1stroje na jejich \u0159e\u0161en\u00ed se zam\u011b\u0159te na probl\u00e9m jako takov\u00fd. M\u016f\u017ee se toti\u017e st\u00e1t, \u017ee ho chce klient vy\u0159e\u0161it naprosto nevhodn\u00fdm zp\u016fsobem. Jeden z\u00e1kazn\u00edk nap\u0159\u00edklad pl\u00e1noval vyprodat skladov\u00e9 z\u00e1soby pomoc\u00ed bannerov\u00e9 kampan\u011b s pom\u011brn\u011b n\u00edzk\u00fdm rozpo\u010dtem. Kdy\u017e jsem se zeptal \u201ePro\u010d zrovna bannery?\u201d, odpov\u011bd\u011bl, \u017ee mu p\u0159ipadaj\u00ed hrozn\u011b cool. A \u017ee mus\u00ed fungovat velmi dob\u0159e, proto\u017ee do nich investuje tolik velk\u00fdch firem. Propagovan\u00e9 zbo\u017e\u00ed p\u0159itom m\u011blo slu\u0161nou hledanost a n\u00e1v\u0161t\u011bvnost webu byla na dobr\u00e9 \u00farovni.<\/p>\n

Ilustra\u010dn\u00ed obr\u00e1zek: Pro ka\u017ed\u00fd c\u00edl se hod\u00ed jin\u00fd typ reklamy. Vyhled\u00e1v\u00e1n\u00ed m\u00e1 mnohem vy\u0161\u0161\u00ed konverzn\u00ed v\u00fdkon ne\u017e bannerov\u00e1 reklama v obsahov\u00e9 s\u00edti c\u00edlen\u00e1 na z\u00e1jmy u\u017eivatel\u016f, t\u00e9mata nebo um\u00edst\u011bn\u00ed.<\/p><\/div>\n

Podle pot\u0159eb se zam\u011b\u0159\u00edme na typy kampan\u00ed, kter\u00e9 povedou ke spln\u011bn\u00ed klientov\u00fdch c\u00edl\u016f. \u010c\u00edm vy\u0161\u0161\u00ed m\u00e1 c\u00edl prioritu, t\u00edm v\u011bt\u0161\u00ed by m\u011bla b\u00fdt va\u0161e investice. Myslete i na to, kolik a jak\u00fdch kreativ je vhodn\u00e9 vyu\u017e\u00edvat - s omezen\u00fdm rozpo\u010dtem mo\u017en\u00e1 nebude \u00fapln\u011b moudr\u00e9 vytv\u00e1\u0159et \u010dasov\u011b n\u00e1ro\u010dnou videoreklamu. To plat\u00ed i pro tvorbu bannerov\u00fdch set\u016f, kde bych pou\u017eil Paret\u016fv princip: vytvo\u0159te bannery jen na hlavn\u00ed kategorie generuj\u00edc\u00ed v\u011bt\u0161inu pot\u0159ebn\u00e9ho v\u00fdkonu. P\u0159\u00edpadn\u011b je \u00fapln\u011b vynechte a vyu\u017eijte responzivn\u00ed reklamy.<\/p>\n

\u010cas na spr\u00e1vu sm\u011b\u0159ujte hlavn\u011b do kampan\u00ed, kter\u00e9 maj\u00ed nejvy\u0161\u0161\u00ed prioritu a tam, kde vid\u00edte nejv\u011bt\u0161\u00ed rozd\u00edl mezi pl\u00e1novan\u00fdmi a re\u00e1ln\u00fdmi v\u00fdsledky. Pokud se i p\u0159es v\u0161echnu snahu neda\u0159\u00ed plnit stanoven\u00e9 c\u00edle, dejte to klientovi v\u010das v\u011bd\u011bt. Kdy\u017e budete na konci roku vysv\u011btlovat, \u017ee se n\u011bco nepovedlo, nejsp\u00ed\u0161 nebudete odm\u011bn\u011bni potleskem.<\/p>\n

Automatizace a reporty<\/h4>\n

Rozhodn\u011b nezapome\u0148te zapojit automatizace. Zvl\u00e1\u0161\u0165 p\u0159i omezen\u00e9m rozpo\u010dtu v\u00e1m dok\u00e1\u017eou u\u0161et\u0159it velk\u00e9 mno\u017estv\u00ed \u010dasu, kter\u00fd m\u016f\u017eete investovat jinam. Doporu\u010duju vyu\u017e\u00edvat jak ty nativn\u00ed v reklamn\u00edch syst\u00e9mech (nap\u0159\u00edklad maximalizaci proklik\u016f\/konverz\u00ed, c\u00edlovou CPA\/ROAS a automatick\u00e1 pravidla), tak vlastn\u00ed (nap\u0159\u00edklad skripty a extern\u00ed n\u00e1stroje). Nebojte si nechat naprogramovat automatizace na m\u00edru, pokud v\u00edte, \u017ee se v\u00e1m investice do nich vr\u00e1t\u00ed. V igloonetu takhle vyu\u017e\u00edv\u00e1me skript na sitelinky, kter\u00fd se star\u00e1 o jejich aktu\u00e1lnost a obsah.<\/span><\/p>\n

Uk\u00e1zka \u010d\u00e1sti skriptu<\/p><\/div>\n

P\u0159i pl\u00e1nov\u00e1n\u00ed po\u010d\u00edtejte i s \u010dasem na komunikaci s klientem, sch\u016fzkov\u00e1n\u00ed, reportov\u00e1n\u00ed apod. Nastavte si takovou m\u00edru t\u011bchto \u010dinnost\u00ed, aby byly efektivn\u00ed a d\u00e1valy smysl. Nap\u0159\u00edklad vytv\u00e1\u0159en\u00ed t\u00fddenn\u00edch report\u016f, kter\u00e9 budete s klientem osobn\u011b prob\u00edrat, nebude pravd\u011bpodobn\u011b spr\u00e1vn\u011b investovan\u00e9 \u00fasil\u00ed.<\/p>\n

A co na\u0161e odm\u011bna?<\/h2>\n

V neposledn\u00ed \u0159ad\u011b se nenechte omezen\u00fdm rozpo\u010dtem dotla\u010dit ke sn\u00ed\u017een\u00ed vlastn\u00ed odm\u011bny na takovou \u00farove\u0148, \u017ee na spr\u00e1vu kampan\u00ed budete m\u00edt m\u00e1lo \u010dasu  S omezen\u00fdm prostorem pro optimalizaci nemus\u00edte dos\u00e1hnout stanoven\u00fdch c\u00edl\u016f, a to se klientovi l\u00edbit nebude. Opa\u010dn\u00fdm p\u0159\u00edkladem je, kdy\u017e vymysl\u00edme p\u0159\u00edli\u0161 rozs\u00e1hl\u00e9 kampan\u011b, a pro jistotu ve v\u0161ech dostupn\u00fdch reklamn\u00edch syst\u00e9mech. Na spr\u00e1vu tak padne v\u011bt\u0161\u00ed \u010d\u00e1st rozpo\u010dtu, ne\u017e by bylo efektivn\u00ed. Ani jeden extr\u00e9m nen\u00ed dobr\u00fd.<\/p>\n

Pr\u00e1ce s omezen\u00fdm rozpo\u010dty se vlastn\u011b t\u00fdk\u00e1 v\u0161ech \u010dinnost\u00ed. Kampan\u011b mohou m\u00edt st\u00e1le v\u00fdborn\u00e9 v\u00fdsledky, z\u00e1kladem je jejich dobr\u00e9 napl\u00e1nov\u00e1n\u00ed a spr\u00e1vn\u00e9 veden\u00ed.<\/p>\n

Jak\u00e9 m\u00e1te zku\u0161enosti s pr\u00e1ci s omezen\u00fdmi rozpo\u010dty vy? Pod\u011blte se o n\u011b s n\u00e1mi v diskuzi!<\/p>\n","protected":false},"excerpt":{"rendered":"

Ur\u010dit\u011b se ka\u017ed\u00fd specialista setkal se situac\u00ed, kdy dostal od klienta za \u00fakol splnit marketingov\u00e9 c\u00edle, ale rozpo\u010det na jejich dosa\u017een\u00ed nebyl adekv\u00e1tn\u00ed. Zjist\u011bte, jak s takovou situac\u00ed pracovat a p\u0159izp\u016fsobit j\u00ed marketingovou strategii.<\/p>\n","protected":false},"author":20,"featured_media":6746,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[169,148,214,216,213,77],"class_list":["post-5496","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-automatizace","tag-freelancer","tag-kampane","tag-klient","tag-omezeny-rozpocet","tag-ppc"],"yoast_head":"\nJak pracovat s omezen\u00fdm marketingov\u00fdm rozpo\u010dtem | 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\/omezeny-marketingovy-rozpocet\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta 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