{"id":13263,"date":"2022-03-09T13:48:20","date_gmt":"2022-03-09T12:48:20","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/?post_type=uniwersytet_ecommerc&amp;p=13263"},"modified":"2022-03-09T13:48:20","modified_gmt":"2022-03-09T12:48:20","slug":"5-duvodu-proc-vase-marketingova-automatizace-nefunguje-a-jak-to-zmenit","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/5-duvodu-proc-vase-marketingova-automatizace-nefunguje-a-jak-to-zmenit\/","title":{"rendered":"5 d\u016fvod\u016f, pro\u010d va\u0161e marketingov\u00e1 automatizace nefunguje (a jak to zm\u011bnit)"},"content":{"rendered":"<h4>B\u00fdt zakladatelem firmy je trochu jako b\u00fdt kapelou jednoho mu\u017ee. M\u00e1te spoustu povinnost\u00ed, a jak firma roste, rostou i va\u0161e bedra. Denn\u011b p\u0159ich\u00e1z\u00ed v\u00edce objedn\u00e1vek, roz\u0161i\u0159uj\u00ed se produktov\u00e9 z\u00e1kladny a dodavatelsk\u00e9 \u0159et\u011bzce jsou st\u00e1le slo\u017eit\u011bj\u0161\u00ed. Najednou zjist\u00edte, \u017ee d\u011blat v\u0161echno s\u00e1m je nemo\u017en\u00e9. Pot\u0159ebujete lidi a n\u00e1stroje, kter\u00e9 v\u00e1m pomohou s organizac\u00ed pr\u00e1ce, pl\u00e1nov\u00e1n\u00edm podnik\u00e1n\u00ed a des\u00edtkami dal\u0161\u00edch projekt\u016f. Marketing se obzvl\u00e1\u0161t\u011b dob\u0159e hod\u00ed k automatizaci, kter\u00e1 v\u00e1m umo\u017en\u00ed soust\u0159edit se na jin\u00e9 \u00fakoly. Co v\u0161ak lze ud\u011blat pro to, aby automatizace marketingu skute\u010dn\u011b fungovala a podporovala tvorbu zisku? Jak\u00fdch chyb byste se m\u011bli vyvarovat? O tom pojedn\u00e1v\u00e1 dal\u0161\u00ed \u010d\u00e1st tohoto \u010dl\u00e1nku.<\/h4>\n<h3>Co je marketing automation?<\/h3>\n<p>Automatizace marketingu je proces vyu\u017e\u00edv\u00e1n\u00ed technologi\u00ed k zefektivn\u011bn\u00ed \u010dinnost\u00ed. Automatizace marketingu je zalo\u017eena na mo\u017enostech um\u011bl\u00e9 inteligence a strojov\u00e9ho u\u010den\u00ed. Potenci\u00e1l modern\u00edch technologi\u00ed umo\u017e\u0148uje efektivn\u011b generovat, segmentovat a vyu\u017e\u00edvat r\u016fzn\u00e9 typy dat o z\u00e1kazn\u00edc\u00edch, co\u017e umo\u017e\u0148uje l\u00e9pe porozum\u011bt jejich pot\u0159eb\u00e1m a preferenc\u00edm.<\/p>\n<p>D\u00edky sledov\u00e1n\u00ed a anal\u00fdze chov\u00e1n\u00ed u\u017eivatel\u016f online pom\u00e1h\u00e1 software pro automatizaci marketingu vytv\u00e1\u0159et personalizovan\u00e9 n\u00e1kupn\u00ed cesty nap\u0159\u00ed\u010d r\u016fzn\u00fdmi kan\u00e1ly, kter\u00e9 p\u0159isp\u00edvaj\u00ed k jednotn\u00e9 spot\u0159ebitelsk\u00e9 zku\u0161enosti. To zvy\u0161uje efektivitu prodejn\u00edho trycht\u00fd\u0159e a rychle m\u011bn\u00ed st\u00e1vaj\u00edc\u00ed potenci\u00e1ln\u00ed z\u00e1kazn\u00edky ve spokojen\u00e9 a loaj\u00e1ln\u00ed.<\/p>\n<p>Napln\u00ed se takov\u00fd optimistick\u00fd sc\u00e9n\u00e1\u0159 v\u017edy? Bohu\u017eel ne. Existuj\u00ed probl\u00e9my, kter\u00e9 v\u00e1s mohou p\u0159ipravit o v\u00fdsledky, kter\u00e9 plynou z pln\u00e9ho vyu\u017eit\u00ed tohoto n\u00e1stroje.<\/p>\n<h3>Pro\u010d marketingov\u00e1 automatizace nefunguje?Zjist\u011bte 5 kl\u00ed\u010dov\u00fdch d\u016fvod\u016f<\/h3>\n<h4>1. Nen\u00ed \u010das na konfiguraci<\/h4>\n<p>P\u0159i pou\u017e\u00edv\u00e1n\u00ed n\u00e1stroj\u016f pro automatizaci marketingu je t\u0159eba systematicky a metodicky pracovat na konfiguraci, vytv\u00e1\u0159en\u00ed pracovn\u00edch postup\u016f a optimalizaci proces\u016f. Jak se ale t\u011bmto \u010dinnostem v\u011bnovat, kdy\u017e hlavn\u011b &#8222;has\u00edte po\u017e\u00e1ry&#8220;, va\u0161e e-mailov\u00e1 schr\u00e1nka je p\u0159epln\u011bn\u00e1 a v\u00e1\u0161 rozvrh je maxim\u00e1ln\u011b zapln\u011bn \u00fakoly, kter\u00e9 je t\u0159eba ud\u011blat?<\/p>\n<p>Uv\u011bdomte si, \u017ee nemus\u00edte, a ani byste nem\u011bli, d\u011blat v\u0161echno sami. Nejlep\u0161\u00ed poskytovatel\u00e9 slu\u017eeb automatizace marketingu zbavuj\u00ed sv\u00e9 klienty zdlouhav\u00e9 instala\u010dn\u00ed, analytick\u00e9 nebo dokonce strategick\u00e9 pr\u00e1ce t\u00edm, \u017ee sv\u00e9 n\u00e1stroje vybavuj\u00ed intuitivn\u00edmi moduly pro statistiky, v\u00fdukov\u00e9 programy, hotov\u00e9 e-mailov\u00e9 \u0161ablony nebo automatizace pro konkr\u00e9tn\u00ed typ kampan\u011b nebo f\u00e1zi prodejn\u00edho trycht\u00fd\u0159e. V tomto p\u0159\u00edpad\u011b zabere pouh\u00e9 pochopen\u00ed n\u00e1stroje a jeho konfigurace mnohem m\u00e9n\u011b \u010dasu. Pokud zjist\u00edte, \u017ee syst\u00e9m, kter\u00fd v sou\u010dasn\u00e9 dob\u011b pou\u017e\u00edv\u00e1te, nem\u00e1 \u017e\u00e1dnou z v\u00fd\u0161e uveden\u00fdch funkc\u00ed, stoj\u00ed za to zv\u00e1\u017eit p\u0159ehodnocen\u00ed n\u00e1stroj\u016f pro automatizaci marketingu, kter\u00e9 jsou na trhu k dispozici.<\/p>\n<h4>2. Nedostate\u010dn\u00e1 funk\u010dnost vzhledem k pot\u0159eb\u00e1m<\/h4>\n<p>P\u0159esto\u017ee n\u00e1stroje pro automatizaci marketingu obvykle nab\u00edzej\u00ed bohat\u00e9 portfolio funkc\u00ed, v praxi se m\u016f\u017ee uk\u00e1zat, \u017ee firma, kterou \u0159\u00edd\u00edte, pot\u0159ebuje v\u00edce p\u0159izp\u016fsoben\u00fd p\u0159\u00edstup. P\u0159i v\u00fdb\u011bru syst\u00e9mu automatizace marketingu je tedy t\u0159eba pe\u010dliv\u011b ov\u011b\u0159it jeho mo\u017enosti a konfrontovat je s pot\u0159ebami va\u0161eho podniku. M\u016f\u017ee se nap\u0159\u00edklad uk\u00e1zat, \u017ee syst\u00e9m nenab\u00edz\u00ed integraci s va\u0161\u00edm syst\u00e9mem CMS nebo jin\u00fdmi programy, kter\u00e9 pou\u017e\u00edv\u00e1te a z nich\u017e shroma\u017e\u010fujete data d\u016fle\u017eit\u00e1 pro va\u0161i spole\u010dnost.<\/p>\n<h4>3. Nedostatek znalost\u00ed a podpory<\/h4>\n<p>Software pro automatizaci marketingu se ve firm\u00e1ch \u010dasto zav\u00e1d\u00ed kv\u016fli p\u0159evl\u00e1daj\u00edc\u00edmu trendu na trhu nebo slib\u016fm poskytovatele syst\u00e9mu o generov\u00e1n\u00ed zisku a usnadn\u011bn\u00ed \u0159\u00edzen\u00ed prodejn\u00edho procesu. Samotn\u00e1 instalace softwaru nebo n\u00e1kup licence v\u0161ak k praktick\u00e9 implementaci automatizace marketingu nepom\u016f\u017ee.<\/p>\n<p>Je zapot\u0159eb\u00ed \u010dlov\u011bka se znalostmi a zku\u0161enostmi, kter\u00fd zn\u00e1 obchodn\u00ed c\u00edle spole\u010dnosti a je si v\u011bdom mo\u017enost\u00ed, kter\u00e9 nab\u00edz\u00ed automatizace marketingu. Nem\u00e9n\u011b d\u016fle\u017eit\u00e1 je podpora ze strany tv\u016frce syst\u00e9mu, kter\u00fd pouk\u00e1\u017ee na sc\u00e9n\u00e1\u0159e, kter\u00e9 stoj\u00ed za to realizovat, \u0159e\u0161it obchodn\u00ed probl\u00e9my a zam\u011b\u0159it se na pot\u0159eby konkr\u00e9tn\u00ed skupiny. P\u0159ed zm\u011bnou n\u00e1stroje si ov\u011b\u0159te, zda v\u00e1\u0161 c\u00edlov\u00fd dodavatel n\u00e1stroje nab\u00edz\u00ed konzultace, technickou podporu nebo p\u0159\u00edstup k rozs\u00e1hl\u00e9 znalostn\u00ed datab\u00e1zi s technick\u00fdmi pokyny a tipy know-how.<\/p>\n<h4>4. \u0160ablonov\u00fd p\u0159\u00edstup k automatizaci marketingu<\/h4>\n<p>Dal\u0161\u00edm z d\u016fvod\u016f, pro\u010d marketingov\u00e1 automatizace nefunguje, je to, \u017ee jej\u00ed mo\u017enosti jsou \u010dasto vn\u00edm\u00e1ny pouze prizmatem rozes\u00edl\u00e1n\u00ed mailing\u016f dan\u00e9 skupin\u011b p\u0159\u00edjemc\u016f. \u017d\u00e1dn\u00e1 spole\u010dnost p\u0159itom nem\u00e1 jednoho typick\u00e9ho z\u00e1kazn\u00edka se specifick\u00fdmi n\u00e1kupn\u00edmi preferencemi nebo spot\u0159ebn\u00edmi n\u00e1vyky, kter\u00fd by preferoval pouze ur\u010dit\u00fd komunika\u010dn\u00ed kan\u00e1l.<\/p>\n<p>Je d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee automatizace marketingu je kombinac\u00ed technologi\u00ed a taktik, kter\u00e9 poskytuj\u00ed 360\u00b0 pohled na z\u00e1kazn\u00edka. Pokud nevyu\u017e\u00edv\u00e1te v\u0161echny v\u00fdhody, kter\u00e9 syst\u00e9m poskytuje, vyhazujete v\u011bt\u0161inu sv\u00fdch pen\u011bz do kan\u00e1lu. Funkce, jako je behavior\u00e1ln\u00ed segmentace a RFM, lead nurturing prost\u0159ednictv\u00edm specializovan\u00fdch komunika\u010dn\u00edch sc\u00e9n\u00e1\u0159\u016f, chatbot\u016f nebo sledov\u00e1n\u00ed zapojen\u00ed u\u017eivatel\u016f na webov\u00fdch str\u00e1nk\u00e1ch, v\u00e1m umo\u017en\u00ed oslovit va\u0161e z\u00e1kazn\u00edky p\u0159esn\u011b tam, kde se nach\u00e1zej\u00ed, ve spr\u00e1vn\u00e9m okam\u017eiku jejich n\u00e1kupn\u00edho cyklu, s jasn\u00fdmi c\u00edli a zp\u016fsobem zam\u011b\u0159en\u00fdm na \u0159e\u0161en\u00ed dan\u00e9ho probl\u00e9mu nebo podn\u011bcov\u00e1n\u00ed k proveden\u00ed konkr\u00e9tn\u00ed akce.<\/p>\n<h4>5. Nedostatek personalizace a individu\u00e1ln\u00edho p\u0159\u00edstupu k z\u00e1kazn\u00edkovi<\/h4>\n<p>Automatizace nezahrnuje koncept personalizace. P\u0159esto\u017ee n\u00e1stroje pro automatizaci marketingu maj\u00ed mnoho funkc\u00ed, \u010dasto se ukazuje, \u017ee jejich u\u017eivatel\u00e9 ne v\u017edy ch\u00e1pou potenci\u00e1l segmentace z\u00e1kazn\u00edk\u016f a c\u00edlen\u00ed na n\u011b pomoc\u00ed personalizovan\u00fdch zpr\u00e1v. I p\u0159es automatizovan\u00e9 procesy se tak m\u016f\u017ee snadno st\u00e1t, \u017ee na n\u011bkter\u00e9 z\u00e1kazn\u00edky zac\u00edl\u00edte nespr\u00e1vn\u00e9 sd\u011blen\u00ed a nap\u0159\u00edklad skupin\u011b mlad\u00fdch \u017een nab\u00eddnete propaga\u010dn\u00ed nab\u00eddku kr\u00e9m\u016f proti vr\u00e1sk\u00e1m.<\/p>\n<p>Proto se ujist\u011bte, \u017ee skute\u010dn\u011b shroma\u017e\u010fujete data, kter\u00e1 v\u00e1m umo\u017en\u00ed poskytovat hodnotn\u00fd obsah, kter\u00fd lidi nejv\u00edce zaj\u00edm\u00e1 a kter\u00fd odpov\u00edd\u00e1 jejich pot\u0159eb\u00e1m. C\u00edlov\u00e9 skupin\u011b p\u0159izp\u016fsobte tak\u00e9 t\u00f3n a formu sv\u00e9 komunikace. Pou\u017e\u00edvejte jazyk, kter\u00e9mu z\u00e1kazn\u00edci rozum\u00ed, a nezapome\u0148te, \u017ee obsah vytv\u00e1\u0159\u00edte pro lidi, nikoli pro vyhled\u00e1va\u010de.<\/p>\n<h3>Co m\u016f\u017eete ud\u011blat pro to, aby automatizace marketingu fungovala? Seznamte se s CDXP!<\/h3>\n<p>V\u00fd\u0161e uveden\u00e9 probl\u00e9my s automatizac\u00ed marketingu jsou navzdory zd\u00e1n\u00ed pom\u011brn\u011b \u010dast\u00e9 a t\u00fdkaj\u00ed se velk\u00e9 \u010d\u00e1sti u\u017eivatel\u016f t\u011bchto syst\u00e9m\u016f. V\u011bt\u0161ina z nich souvis\u00ed s nevyu\u017eit\u00edm pln\u00e9ho potenci\u00e1lu n\u00e1stroje a nepochopen\u00edm jeho funkc\u00ed &#8211; ne v\u017edy vinou u\u017eivatele &#8211; a v d\u016fsledku toho s odesl\u00e1n\u00edm nespr\u00e1vn\u00e9ho sd\u011blen\u00ed nespr\u00e1vn\u00e9 osob\u011b a v nespr\u00e1vn\u00fd \u010das. Pokud m\u00e1te pocit, \u017ee se v\u00e1s n\u011bkter\u00fd z uveden\u00fdch bod\u016f t\u00fdk\u00e1, je \u010das se k tomuto t\u00e9matu vr\u00e1tit.<\/p>\n<p>\u0158e\u0161en\u00edm, kter\u00e9 v\u00e1m m\u016f\u017ee pomoci, je platforma CDXP, kter\u00e1 je o t\u0159\u00eddu v\u00fd\u0161 ne\u017e samostatn\u00fd n\u00e1stroj pro automatizaci marketingu. Vyu\u017e\u00edv\u00e1 pln\u00fd potenci\u00e1l va\u0161ich z\u00e1kaznick\u00fdch dat d\u00edky p\u0159idan\u00fdm funkc\u00edm CRM, spr\u00e1vy \u00fa\u010dt\u016f a automatizace prodeje.<\/p>\n<p>CDXP umo\u017e\u0148uje mj.:<\/p>\n<ul>\n<li>p\u0159esn\u00e9 targetovat aktivity s c\u00edlem naj\u00edt ty spr\u00e1vn\u00e9 z\u00e1kazn\u00edky;<\/li>\n<li>budovat a rozv\u00edjet vztahy s p\u0159\u00edjemci p\u0159izp\u016fsoben\u00edm komunikace f\u00e1zi n\u00e1kupn\u00ed cesty, ve kter\u00e9 se nach\u00e1zej\u00ed;<\/li>\n<li>personalizovat zpr\u00e1vy v r\u016fzn\u00fdch komunika\u010dn\u00edch kan\u00e1lech &#8211; v e-mailu, vyskakovac\u00edch oknech, SMS, na vstupn\u00edch str\u00e1nk\u00e1ch, v chatech nebo v placen\u00e9 reklam\u011b;<\/li>\n<li>budovat prodejn\u00ed trycht\u00fd\u0159 na z\u00e1klad\u011b z\u00edskan\u00fdch dat, v\u00edcekan\u00e1lov\u00e9ho kontaktu a 360\u00b0 pohledu na z\u00e1kazn\u00edka;<\/li>\n<li>navrhovat sc\u00e9n\u00e1\u0159e a komunika\u010dn\u00ed cesty na z\u00e1klad\u011b existuj\u00edc\u00edch \u0161ablon kampan\u00ed, a to jak v r\u00e1mci prodejn\u00edho t\u00fdmu, tak mezi klientem a internetov\u00fdm obchodem.<\/li>\n<\/ul>\n<p>Z va\u0161eho pohledu je tak\u00e9 nesm\u00edrn\u011b d\u016fle\u017eit\u00e9, abyste v\u0161e z\u00edskali od jednoho dodavatele, n\u00e1stroje byly vz\u00e1jemn\u011b integrov\u00e1ny a umo\u017e\u0148ovaly v\u00edcerozm\u011brn\u00fd p\u0159\u00edstup k automatizaci.<\/p>\n<h3>Domluvte si konzultaci a zjist\u011bte, co m\u016f\u017ee CDXP ud\u011blat pro va\u0161i firmu!<\/h3>\n<p>Doporu\u010dujeme v\u00e1m, abyste si domluvili bezplatnou konzultaci, b\u011bhem kter\u00e9 rozd\u011bl\u00edme va\u0161e probl\u00e9my s automatizac\u00ed marketingu na z\u00e1kladn\u00ed prvky. Dozv\u00edte se, jak automatizace marketingu funguje v praxi a jak\u00e9 funkce vyu\u017e\u00edt, aby p\u0159inesla va\u0161emu podnik\u00e1n\u00ed skute\u010dn\u00e9 v\u00fdhody. Napi\u0161te n\u00e1m na adresu, t\u011b\u0161\u00edme se na va\u0161i odpov\u011b\u010f.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Co d\u011blat, kdy\u017e marketingov\u00e1 automatizace nefunguje? Zkontrolujte, jak\u00fdm chyb\u00e1m se vyhnout, aby automatiza\u010dn\u00ed n\u00e1stroj generoval zisk.<\/p>\n","protected":false},"author":4,"featured_media":16052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-13263","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/13263","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=13263"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/13263\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16052"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=13263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=13263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=13263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}