{"id":8619,"date":"2019-10-28T15:24:26","date_gmt":"2019-10-28T14:24:26","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/?post_type=uniwersytet_ecommerc&p=8619"},"modified":"2019-10-28T15:24:26","modified_gmt":"2019-10-28T14:24:26","slug":"co-je-to-performance-marketing-a-proc-se-vyplati-optimalizovat-reklamni-cinnosti-v-e-commerce","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/co-je-to-performance-marketing-a-proc-se-vyplati-optimalizovat-reklamni-cinnosti-v-e-commerce\/","title":{"rendered":"Co je to performance marketing a pro\u010d se vyplat\u00ed optimalizovat reklamn\u00ed \u010dinnosti v e-commerce?"},"content":{"rendered":"

V\u00fdznam v\u00fdkonnostn\u00edho marketingu st\u00e1le roste a jeho vliv na e-commerce je \u010d\u00edm d\u00e1l v\u011bt\u0161\u00ed. Odkud se tento trend vzal? Za\u010dn\u011bme od za\u010d\u00e1tku a soust\u0159e\u010fme se na pochopen\u00ed my\u0161lenky performance marketingu. V\u00fdkonnostn\u00ed marketing zahrnuje v\u0161echny \u010dinnosti, jejich\u017e platba je z\u00e1visl\u00e1 na realizaci dan\u00e9 marketingov\u00e9 \u010dinnosti \u2013 m\u016f\u017ee se jednat o n\u00e1v\u0161t\u011bvu internetov\u00e9ho obchodu, registraci na webov\u00e9 str\u00e1nce nebo vypln\u011bn\u00ed kontaktn\u00edho formul\u00e1\u0159e. Spolupracuj\u00edc\u00ed partner nebo agentura obdr\u017e\u00ed svou odm\u011bnu jen v\u00a0p\u0159\u00edpad\u011b, \u017ee kampa\u0148 bude \u00fasp\u011b\u0161n\u00e1. Proto je v\u00fdkonnostn\u00ed marketing nesm\u00edrn\u011b u\u017eite\u010dn\u00fdm n\u00e1strojem, kter\u00fd umo\u017en\u00ed l\u00e9pe pochopit chov\u00e1n\u00ed c\u00edlov\u00e9 skupiny a racion\u00e1ln\u011b vytvo\u0159it rozpo\u010det na reklamu.<\/strong><\/p>\n

Performance marketing \u2013 co pot\u0159ebujete v\u011bd\u011bt?<\/strong><\/h3>\n

Pokud vyu\u017eijete v\u00fdkonnostn\u00ed marketing k\u00a0realizaci ak\u010dn\u00edch kampan\u00ed, mus\u00edte jednotliv\u00e9 marketingov\u00e9 \u010dinnosti p\u0159izp\u016fsobit pot\u0159eb\u00e1m spot\u0159ebitel\u016f. Nen\u00ed d\u016fle\u017eit\u00fd rozsah kampan\u011b, ale jej\u00ed v\u00fdsledky. \u00da\u010dinnost performance marketingov\u00fdch kampan\u00ed se nem\u011b\u0159\u00ed podle po\u010dtu osob, kter\u00e9 reklamu vid\u011bly. M\u011b\u0159\u00edtkem \u00fasp\u011bchu je ukazatel konverze, z\u00a0n\u011bho\u017e lze zjistit, kolik u\u017eivatel\u016f provedlo o\u010dek\u00e1van\u00fd \u00fakon.<\/span><\/p>\n

Obrazn\u011b \u0159e\u010deno \u2013 nen\u00ed d\u016fle\u017eit\u00e9 kolik lid\u00ed uvid\u00ed banner v internetov\u00e9m obchod\u011b. D\u016fle\u017eit\u00fd je po\u010det lid\u00ed, kte\u0159\u00ed na n\u011bho kliknou, vstoup\u00ed na danou str\u00e1nku, zaregistruj\u00ed se nebo vypln\u00ed formul\u00e1\u0159, vytvo\u0159\u00ed objedn\u00e1vku a dokon\u010d\u00ed n\u00e1kup.<\/span><\/p>\n

Nejd\u016fle\u017eit\u011bj\u0161\u00ed je, \u017ee v\u0161echny tyto \u010dinnosti m\u016f\u017eeme sledovat a tud\u00ed\u017e zjistit, kter\u00e9 marketingov\u00e9 kampan\u011b byly nej\u00fa\u010dinn\u011bj\u0161\u00ed. Takov\u00e9 informace maj\u00ed obrovskou cenu. D\u00edky nim toti\u017e zjist\u00edme efektivitu na\u0161ich \u010dinnost\u00ed.\u00a0<\/span><\/p>\n

Jak\u00e9 platebn\u00ed modely performance marketing vyu\u017e\u00edv\u00e1?<\/strong><\/h3>\n

Aby potenci\u00e1ln\u00ed z\u00e1kazn\u00edci vykonali po\u017eadovanou \u010dinnost, lze vyu\u017e\u00edt r\u016fzn\u00e9 n\u00e1stroje. V\u00fdb\u011br n\u00e1stroje souvis\u00ed s\u00a0\u00fa\u010detn\u00ed metodou performance marketingov\u00fdch kampan\u00ed. Podle tohoto modelu neplat\u00edme za po\u010det p\u0159\u00edjemc\u016f, kte\u0159\u00ed na\u0161i reklamu vid\u011bli, ale za po\u010det u\u017eivatel\u016f, kte\u0159\u00ed provedli konkr\u00e9tn\u00ed \u00fakon. Ke zji\u0161t\u011bn\u00ed rentability jednotliv\u00fdch kampan\u00ed v\u00fdkonnostn\u00edho marketingu jsou vyu\u017e\u00edv\u00e1ny n\u00e1sleduj\u00edc\u00ed ukazatele:<\/span><\/p>\n

    \n
  • CPC (Cost Per Click)<\/strong> \u2013 skute\u010dn\u00e1 cena, kterou zaplat\u00edte za ka\u017ed\u00e9 kliknut\u00ed na reklamu b\u011bhem dan\u00e9 marketingov\u00e9 kampan\u011b, nap\u0159. na reklamn\u00ed odkaz.<\/span><\/li>\n
  • CPL (Cost Per Lead)<\/strong> \u2013 zadavatel reklamy plat\u00ed v\u00fdhradn\u011b za z\u00edskan\u00e9 kontaktn\u00ed \u00fadaje z\u00a0registra\u010dn\u00edch formul\u00e1\u0159\u016f nebo za osoby, kter\u00e9 se p\u0159ihl\u00e1sily k odb\u011bru newsletteru. M\u016f\u017ee to b\u00fdt jm\u00e9no, p\u0159\u00edjmen\u00ed, telefonn\u00ed \u010d\u00edslo nebo e-mailov\u00e1 adresa.\u00a0<\/span><\/li>\n
  • CPA (Cost per Action)<\/strong> \u2013 zadavatel reklamy plat\u00ed za proveden\u00e9 \u00fakony potenci\u00e1ln\u00edho z\u00e1kazn\u00edka nap\u0159. odesl\u00e1n\u00ed \u017e\u00e1dosti o nab\u00eddku.<\/span><\/li>\n
  • CPO (Cost Per Order\/ Cost Per Acquisition)<\/strong> \u2013 zadavatel reklamy plat\u00ed konkr\u00e9tn\u00ed sazbu za ka\u017edou objedn\u00e1vku vytvo\u0159enou d\u00edky dan\u00e9 reklam\u011b. Tento platebn\u00ed model je zvl\u00e1\u0161\u0165 d\u016fle\u017eit\u00fd pro firmy s\u00a0velmi n\u00edzk\u00fdm rozpo\u010dtem na reklamu nebo pro firmy, kter\u00e9 pr\u00e1v\u011b vstupuj\u00ed na trh.<\/span><\/li>\n
  • CPS (Cost Per Sale\/ Cost Per Conversion)<\/strong> \u2013 \u010d\u00e1stka, kterou zadavatel reklamy plat\u00ed za ka\u017ed\u00fd prodej (konverzi) uskute\u010dn\u011bn\u00fd d\u00edky reklam\u011b.<\/span><\/li>\n<\/ul>\n

    Efektivn\u00ed performance marketing vy\u017eaduje mnoho reklamn\u00edch n\u00e1stroj\u016f. K\u00a0t\u011bm nejobl\u00edben\u011bj\u0161\u00edm pat\u0159\u00ed:\u00a0<\/strong><\/h4>\n
      \n
    • display reklamy,<\/span><\/li>\n
    • marketing na soci\u00e1ln\u00edch s\u00edt\u00edch,<\/span><\/li>\n
    • e-mailov\u00fd marketing,<\/span><\/li>\n
    • mobiln\u00ed marketing,<\/span><\/li>\n
    • v\u011brnostn\u00ed programy.<\/span><\/li>\n<\/ul>\n

      Pravidlo \u2013 \u201eNem\u016f\u017eete \u0159\u00eddit to, co nedok\u00e1\u017eete zm\u011b\u0159it\u201d \u2013 plat\u00ed i pro marketing<\/strong><\/h3>\n

      Pokud sledujete reklamn\u00ed d\u011bn\u00ed na internetu zjist\u00edte, \u017ee slavn\u00e1 slova Petera Druckera jsou st\u00e1le aktu\u00e1ln\u00ed. V\u00a0dne\u0161n\u00ed dob\u011b si u\u017e neum\u00edme p\u0159edstavit obchodn\u00ed rozhodnut\u00ed nebo zav\u00e1d\u011bn\u00ed jak\u00fdchkoli marketingov\u00fdch pl\u00e1n\u016f bez spr\u00e1vn\u00e9 anal\u00fdzy dat. Nov\u00e9 n\u00e1stroje na b\u00e1zi BI umo\u017e\u0148uj\u00ed optimalizaci \u010dinnost\u00ed market\u00e9r\u016f.<\/span><\/p>\n

      Performance marketing lze vyu\u017e\u00edt t\u00e9m\u011b\u0159 pro v\u0161echny formy internetov\u00e9 reklamy. Mezi nejd\u016fle\u017eit\u011bj\u0161\u00ed prvky pat\u0159\u00ed sledov\u00e1n\u00ed a optimalizace kampan\u011b za \u00fa\u010delem dosa\u017een\u00ed co nejlep\u0161\u00ed m\u00edry konverze. Co mus\u00edme p\u0159i optimalizaci \u010dinnost\u00ed souvisej\u00edc\u00edch s performance marketingem zohlednit?<\/span><\/p>\n

        \n
      1. Cesta z\u00e1kazn\u00edka<\/strong><\/li>\n<\/ol>\n

        D\u016fle\u017eitou sou\u010d\u00e1st\u00ed v\u00fdkonnostn\u00edho marketingu je cesta z\u00e1kazn\u00edka. Jedn\u00e1 se o anal\u00fdzu chov\u00e1n\u00ed spot\u0159ebitel\u016f v\u00a0ka\u017ed\u00e9 f\u00e1zi kontaktu s\u00a0danou zna\u010dkou \u2013 od po\u010d\u00e1te\u010dn\u00edho z\u00e1jmu o nab\u00eddku, p\u0159es uv\u011bdom\u011bn\u00ed si pot\u0159eby, a\u017e k\u00a0samotn\u00e9mu n\u00e1kupu. Pr\u016fzkumy dok\u00e1zaly, \u017ee d\u00edky dob\u0159e nastaven\u00e9mu marketingov\u00e9mu rozpo\u010dtu a p\u0159izp\u016fsoben\u00ed formy propagace r\u016fzn\u00fdm f\u00e1z\u00edm cesty z\u00e1kazn\u00edka, lze prodeje v\u00fdrazn\u011b nav\u00fd\u0161it.<\/span><\/p>\n

        D\u016fle\u017eit\u00e9 je tak\u00e9 v\u011bd\u011bt, jak se konkr\u00e9tn\u00ed z\u00e1kazn\u00edci dozv\u011bd\u011bli o na\u0161\u00ed nab\u00eddce. Pokuste se zjistit, \u010d\u00edm va\u0161e nab\u00eddka z\u00e1kazn\u00edky zaujala? Kter\u00e1 reklama je p\u0159esv\u011bd\u010dila k nav\u0161t\u00edven\u00ed internetov\u00e9ho obchodu? Jen tak zjist\u00edte, kter\u00e9 formy reklamy vybrat, a kter\u00e9 kan\u00e1ly vyu\u017e\u00edt p\u0159i hled\u00e1n\u00ed nov\u00fdch z\u00e1kazn\u00edk\u016f.\u00a0<\/span><\/p>\n

          \n
        1. Multiscreening<\/strong><\/li>\n<\/ol>\n

          Sou\u010dasn\u00ed spot\u0159ebitel\u00e9 p\u0159ed samotn\u00fdm n\u00e1kupem d\u016fkladn\u011b zkoumaj\u00ed nab\u00eddky, hledaj\u00ed informace, \u0159\u00edd\u00ed se recenzemi. Ve f\u00e1zi hled\u00e1n\u00ed \u010dasto vyu\u017e\u00edvaj\u00ed mobiln\u00ed za\u0159\u00edzen\u00ed, k\u00a0finalizaci transakc\u00ed v\u0161ak pou\u017eij\u00ed sp\u00ed\u0161e po\u010d\u00edta\u010d. \u00da\u010dinn\u00e1 marketingov\u00e1 strategie mus\u00ed proto br\u00e1t v\u00a0\u00favahu r\u016fzn\u00e1 za\u0159\u00edzen\u00ed a zahrnovat r\u016fzn\u00e9 kan\u00e1ly. Kl\u00ed\u010dem k\u00a0\u00fasp\u011bchu je zachov\u00e1n\u00ed konzistentn\u00edho odkazu pro ka\u017ed\u00fd typ reklamy a ka\u017ed\u00fd komunika\u010dn\u00ed kan\u00e1l.<\/span><\/p>\n

            \n
          1. Zapojen\u00ed<\/strong><\/li>\n<\/ol>\n

            Nezapome\u0148te, \u017ee z\u00e1kazn\u00edci, kte\u0159\u00ed ji\u017e u v\u00e1s nakoupili a byli se slu\u017ebami spokojen\u00ed, r\u00e1di nakoup\u00ed znovu a budou va\u0161i firmu aktivn\u011b podporovat p\u0159i propagaci. D\u016fle\u017eitou roli hraj\u00ed remarketingov\u00e9 kampan\u011b, kter\u00e9 jsou z\u00e1kladn\u00edm pil\u00ed\u0159em v\u00fdkonnostn\u00edho marketingu.<\/span><\/p>\n

            Vyplat\u00ed se performance marketingov\u00e9 kampan\u011b?<\/strong><\/h3>\n

            D\u00edky v\u00fdkonnostn\u00edmu marketingu m\u016f\u017eete zm\u011b\u0159it v\u00fdsledky a zjistit, kolik v\u00e1s takov\u00e1 kampa\u0148 re\u00e1ln\u011b stoj\u00ed. M\u016f\u017eeme p\u0159\u00edmo \u0159\u00edci, \u017ee performance marketing odporuje slavn\u00e9mu v\u00fdroku pion\u00fdra marketingu Johna Wanamakera, kter\u00fd \u0159ekl: \u201ePolovina pen\u011bz utracen\u00fdch za reklamu se vyhazuje z okna. Bohu\u017eel nev\u00edm, kter\u00e1 polovina \u201d. D\u00edky performance marketingu p\u0159esn\u011b zjist\u00edte n\u00e1sledky sv\u00fdch \u010din\u016f i to, jak ovliv\u0148uj\u00ed chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. N\u00e1klady na reklamn\u00ed kampan\u011b jsou v\u00a0tomto modelu \u00fazce propojeny s v\u00fdsledky.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

            Zkontrolujte, co stoj\u00ed za to v\u011bd\u011bt o marketing performance a jak\u00e9 faktory by se m\u011bly br\u00e1t v \u00favahu p\u0159i optimalizaci \u010dinnost\u00ed s t\u00edm souvisej\u00edc\u00edch<\/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-8619","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\/8619","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=8619"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/8619\/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=8619"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=8619"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=8619"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}