Marketingov\u00e9 technologie r\u00e1dy prod\u00e1vaj\u00ed uklid\u0148uj\u00edc\u00ed le\u017e: pokud jste sjednotili data, rozpozn\u00e1v\u00e1te z\u00e1kazn\u00edky a aktivovali v\u0161echny kan\u00e1ly, \u201ezvl\u00e1dli“ jste omnichannel.<\/p>\n
Pravda je takov\u00e1, \u017ee jste to nezvl\u00e1dli.<\/p>\n
Mysl\u00edte si, \u017ee jste vy\u0159e\u0161ili personalizaci, proto\u017ee jste investovali do CDP, marketingov\u00e9 automatizace a omnichannelov\u00e9 orchestraci.<\/p>\n
Bohu\u017eel ne.<\/p>\n
CDP a MA vytvo\u0159ily lep\u0161\u00ed syst\u00e9my pro rozpozn\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f, kter\u00e9 u\u017e znaj\u00ed, ale nejd\u016fle\u017eit\u011bj\u0161\u00ed skupinu z\u00e1kazn\u00edk\u016f nechaly bez pov\u0161imnut\u00ed: anonymn\u00edho n\u00e1v\u0161t\u011bvn\u00edka, kter\u00fd se pr\u00e1v\u011b rozhoduje, co koupit.<\/p>\n
Tato le\u017e stoj\u00ed v sam\u00e9m j\u00e1dru modern\u00edch marketingov\u00fdch technologi\u00ed, jako jsou CDP a marketingov\u00e1 automatizace. Platforma m\u016f\u017ee b\u00fdt skv\u011bl\u00e1 ve sjednocov\u00e1n\u00ed dat, synchronizaci kan\u00e1l\u016f a spou\u0161t\u011bn\u00ed kampan\u00ed. Pokud ale z\u00e1kazn\u00edk m\u016f\u017ee proch\u00e1zet nab\u00eddku, porovn\u00e1vat a jasn\u011b d\u00e1vat najevo sv\u016fj z\u00e1m\u011br, ani\u017e by se jeho zku\u0161enost jakkoli podstatn\u011b zm\u011bnila, zna\u010dka mu nenab\u00edz\u00ed relevantn\u00ed obsah. Poskytuje mu infrastrukturu.<\/p>\n
A infrastruktura nen\u00ed p\u0159\u00ednos.<\/p>\n
Pr\u00e1v\u011b tady se trh martech st\u00e1v\u00e1 nebezpe\u010dn\u00fdm. Zam\u011b\u0148uje viditelnost dat za hodnotu pro z\u00e1kazn\u00edka. Platforma m\u016f\u017ee n\u00e1v\u0161t\u011bvn\u00edka \u201evid\u011bt“ a tvrdit, \u017ee pokr\u00fdv\u00e1 omnichannel, zat\u00edmco z\u00e1kazn\u00edk st\u00e1le p\u0159ich\u00e1z\u00ed na stejnou obecnou domovskou str\u00e1nku nebo m\u0159\u00ed\u017eku bestseller\u016f jako v\u0161ichni ostatn\u00ed.<\/p>\n
To je omnichannel na pap\u00ed\u0159e.<\/p>\n
Probu\u010fte se: p\u0159epl\u00e1c\u00edte syst\u00e9my zalo\u017een\u00e9 na identit\u011b, zat\u00edmco p\u0159\u00edli\u0161 m\u00e1lo investujete do relevance ve chv\u00edli rozhodov\u00e1n\u00ed.<\/p>\n
Pro e-commerce t\u00fdmy je to d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e t\u00e9m\u011b\u0159 cokoli jin\u00e9ho. V\u011bt\u0161ina n\u00e1kupn\u00edch rozhodnut\u00ed padne d\u0159\u00edve, ne\u017e je n\u00e1v\u0161t\u011bvn\u00edk rozpozn\u00e1n. P\u0159ed p\u0159ihl\u00e1\u0161en\u00edm. P\u0159ed z\u00edsk\u00e1n\u00edm e-mailov\u00e9 adresy. Je\u0161t\u011b p\u0159ed vytvo\u0159en\u00edm profilu. Pokud se v\u00e1\u0161 n\u00e1stroj stane u\u017eite\u010dn\u00fdm a\u017e po ur\u010den\u00ed identity, p\u0159ich\u00e1z\u00ed p\u0159\u00edli\u0161 pozd\u011b.<\/p>\n
Recommenda\u010dn\u00ed syst\u00e9my nab\u00edzej\u00ed lep\u0161\u00ed model. Vych\u00e1zej\u00ed z chov\u00e1n\u00ed, nikoli z identity. Reaguj\u00ed na to, co si z\u00e1kazn\u00edk prohl\u00ed\u017e\u00ed, vyhled\u00e1v\u00e1, porovn\u00e1v\u00e1, p\u0159id\u00e1v\u00e1 do ko\u0161\u00edku nebo ignoruje. Z\u00e1\u017eitek dok\u00e1\u017eou p\u0159izp\u016fsobit v dan\u00e9m okam\u017eiku — je\u0161t\u011b ne\u017e n\u00e1v\u0161t\u011bvn\u00edka znaj\u00ed jm\u00e9nem.<\/p>\n
D\u00edky tomu jsou mnohem v\u00edc ne\u017e jen p\u0159\u00edjemn\u00fdm bonusem. P\u0159edstavuj\u00ed praktickou odpov\u011b\u010f na z\u00e1kladn\u00ed obchodn\u00ed ot\u00e1zku: dok\u00e1\u017ee v\u00e1\u0161 web reagovat na z\u00e1m\u011br ve chv\u00edli, kdy se projev\u00ed? Pokud pou\u017e\u00edv\u00e1te marketingovou automatizaci nebo CDP, nedok\u00e1\u017ee.<\/p>\n
A pokud je odpov\u011b\u010f ne, nem\u00e1te strategii personalizace. M\u00e1te sadu marketingov\u00fdch n\u00e1stroj\u016f, kter\u00e1 vypad\u00e1 skv\u011ble p\u0159i p\u0159edv\u00e1d\u011bc\u00ed uk\u00e1zce, ale selh\u00e1v\u00e1 tam, kde na tom nejv\u00edc z\u00e1le\u017e\u00ed — v re\u00e1ln\u00e9m, by\u0165 digit\u00e1ln\u00edm sv\u011bt\u011b.<\/p>\n
Ka\u017ed\u00fd si m\u016f\u017ee ud\u011blat test na vlastn\u00edm webu: kdy\u017e n\u00e1v\u0161t\u011bvn\u00edk projev\u00ed z\u00e1m\u011br, reaguje web? Nebo d\u00e1l nab\u00edz\u00ed obecn\u00fd obsah a naz\u00fdv\u00e1 to omnichannelem?<\/p>\n
V\u00edce o l\u017e\u00edch martech se dozv\u00edte na na\u0161em blogu<\/a>. Seznamte se tak\u00e9 s na\u0161\u00edm syst\u00e9mem produktov\u00fdch doporu\u010den\u00ed<\/a>, kter\u00fd \u0159e\u0161\u00ed v\u00fd\u0161e popsan\u00e9 probl\u00e9my. <\/p>\n","protected":false},"excerpt":{"rendered":" Martech r\u00e1d prod\u00e1v\u00e1 uklid\u0148uj\u00edc\u00ed le\u017e: pokud jste sjednotili data, rozpozn\u00e1v\u00e1te z\u00e1kazn\u00edky a aktivovali v\u0161echny kan\u00e1ly, \u201ezvl\u00e1dli“ jste omnichannel. Nezvl\u00e1dli!<\/p>\n","protected":false},"author":1,"featured_media":16352,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[13,16],"class_list":["post-16351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-cdp","tag-marketingova-automatizaca"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16351","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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=16351"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16351\/revisions"}],"predecessor-version":[{"id":16353,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16351\/revisions\/16353"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16352"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=16351"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=16351"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=16351"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}