{"id":29856,"date":"2021-03-24T11:06:32","date_gmt":"2021-03-24T10:06:32","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=29856"},"modified":"2021-03-24T11:32:56","modified_gmt":"2021-03-24T10:32:56","slug":"novi-model-4p","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/novi-model-4p\/","title":{"rendered":"Novi 4 P-ji v \u010dasu umetne inteligence in mno\u017ei\u010dnih podatkov"},"content":{"rendered":"\n<p>Te\u017eko bi na\u0161li tr\u017enika, ki bi oporekal pomenu umetne inteligence (UI) in mno\u017ei\u010dnih podatkov pri razvoju marketinga v 21. stoletju. Strma rast procesne mo\u010di in obsega mno\u017ei\u010dnih podatkov, zni\u017eevanje stro\u0161kov obdelave in hranjenja podatkov ter napredek pri strojnem u\u010denju so pripeljali do novih storitvenih mo\u017enosti, ki so bile \u0161e nekaj let nazaj te\u017eko predstavljive. Tako brezpilotni letalniki Amazon Prime Air \u017ee dostavljajo po\u0161iljke, avtonomna vozila in dostavni roboti dostavljajo hrano, Lexus pa uporablja IBM-ov super ra\u010dunalnik za pisanje oglasnih tekstov. To je zgolj nekaj primerov, kako <strong>umetna inteligenca s pomo\u010djo uporabe mno\u017ei\u010dnih podatkov spreminja svet<\/strong>. &nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Polovica tr\u017enikov z zgolj za\u010detni\u0161kim znanjem<\/strong><\/h2>\n\n\n\n<p>Problemi, ki vzniknejo ob pojavu novih tehnologij, niso rezultat naprednih inovacih, temve\u010d v pomanjkljivem znanju. Drift and Marketing Institute so v leto\u0161nji raziskavi med 400 tr\u017eniki ugotovili, da <strong>skoraj 40% tr\u017enikov uporabo UI in mno\u017ei\u010dnih podatkov ozna\u010duje za klju\u010den element uspeha v marketin\u0161kih praksah za leto 2021<\/strong>, 80% pa jih verjame, da bo pametna avtomatizacija v 5 petih letih operativno izvajala \u010detrtino njihovih delovnih nalog. Medtem jih <strong>kar 50 % obstoje\u010de razumevanje delovanja in zmo\u017enosti UI ozna\u010di kot za\u010detni\u0161ko<\/strong>. Tako ve\u010dina podjetij \u0161e vedno ne poseduje ustreznega znanja, usposobljenosti in posledi\u010dno samozavesti, da bi lahko v celoti izkoristili mo\u017enosti, ki jih nudijo UI in mno\u017ei\u010dni podatki.<\/p>\n\n\n\n<p>Izsledki raziskave ka\u017eejo tudi na to, da podjetja in njihovi marketin\u0161ki oddelki od uporabe UI zasledujejo dva strate\u0161ka cilja: zni\u017eanje stro\u0161kov in pove\u010danje prihodkov. To naj bi dosegli s pove\u010danjem svoje konkuren\u010dne prednosti na trgu. 41 % respondentov iz omenjene raziskave \u017ee dosega vi\u0161je prihodke z uporabo orodij UI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Umetna inteligenca bo sposobna razbrati \u010dustvene odzive<\/strong><\/h2>\n\n\n\n<p>Ming-Hui Huang in Roland T. Rust v s svoji \u0161tudiji <strong>razvoj in uporabo umetne inteligence v marketingu razdelita v tri faze<\/strong>. <\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Prvo fazo predstavljajo <strong>mehanska orodja UI<\/strong> za izvedbo avtomatiziranih ponavljajo\u010dih se delovnih nalog. <\/li><li>Druga faza prina\u0161a <strong>\u00bbmisle\u010da\u00ab UI orodja<\/strong> za obdelavo podatkov, ki so sposobna sprejemati odlo\u010ditve glede na rezultate analize vhodnih podatkov. <\/li><li>Kot tretjo razvojno stopnjo pa navajata <strong>\u00bb\u010dute\u010da\u00ab orodja UI<\/strong>, ki bodo sposobna analizirati \u010dustvene odzive potro\u0161nikov.<\/li><\/ol>\n\n\n\n<p>Te razvojne faze UI bodo posegle predvsem na podro\u010dja tr\u017eenjskih raziskav, segmentacije, targetiranja in pozicioniranja. Pri tr\u017eenjskih raziskavah bi lahko mehanska orodja UI zbirala podatke, \u00bbmisle\u010da\u00ab UI analizirala podatke in \u00bb\u010dute\u010da\u00ab UI poskrbela za bolj\u0161e &nbsp;razumevanje potro\u0161nikov.&nbsp;Na podro\u010dju marketin\u0161kih strategij pa bi mehanska UI lahko skrbela za segmentacijo, \u00bbmisle\u010da\u00ab UI za targetiranje in \u00bb\u010dute\u010da\u00ab UI za na\u010din ustreznega pozicioniranje ponudbe.<\/p>\n\n\n\n<p><strong>Kako to spremeni Kotlerjev koncept 4P?<\/strong><\/p>\n\n\n\n<p>Ve\u010d kot o\u010ditno je torej, da ob prehodu dru\u017ebe v novo informacijsko dobo, \u0161tirje P-ji Philipa Kotlerja niso ve\u010d primerni za ozna\u010devanje klju\u010dnih postavk tr\u017eenjskega spleta. Marketing se tako obra\u010da stran od osnovnega modela \u00bbproduct, price, place, promotion\u00ab in se usmerja v redefinirani model 4P, ki sicer med razli\u010dnimi avtorji nima povsem enotne definicije. Praviloma pa se kot novi 4P v \u010dasu umetne inteligence in mno\u017ei\u010dnih podatkov navajajo:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00bbparticipacija\u00ab (Participation), <\/li><li>\u00bbpersonalizacija\u00ab (Personalization), <\/li><li>\u00bbprediktivno modeliranje\u00ab (Predictive Modelling) in <\/li><li>\u00bbposameznik posamezniku\u00ab (Peer 2 Peer).<\/li><\/ul>\n\n\n\n<p>V nadaljevanju si bomo ogledali vsakega izmed P-jev v novem 4P modelu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Participacija<\/strong><\/h3>\n\n\n\n<p>Potro\u0161nik na svoji nakupni poti dobiva <strong>vse bolj aktivno vlogo pri kreiranju ponudbe<\/strong>, za kar so zaslu\u017eni predvsem spletni konfiguratorji. Ra\u010dunalniki Dell, avtomobili Mini ali \u0161portni copati Nike so primeri obstoje\u010dih spletnih konfiguratorjev, kjer potro\u0161nik sam izbere kon\u010dne lastnosti produkta. A se participacija ne odvija zgolj na koncu vrednostne verige. Potro\u0161niki lahko z uporabo sodobnih digitalnih orodij poskrbijo tudi za mno\u017ei\u010dno financiranje razvoja dolo\u010denih produktov, najbolj nazoren primer je platforma Kickstarter.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Personalizacija<\/strong><\/h3>\n\n\n\n<p>Marketing je od nekdaj temeljil na tem, da je potro\u0161nikom nudil mo\u017enost razlikovanja. Z digitalizacijo pa razlikovanje ni postalo zgolj la\u017eje. Postalo je obvezujo\u010de. Zgoraj omenjeni konfiguratorji izdelkov so dober primer <strong>personalizacije izdelkov mno\u017ei\u010dne potro\u0161nje<\/strong>. Pomislite na mo\u017enosti, ki jih prina\u0161ajo 3D tiskalniki! <\/p>\n\n\n\n<p>Personalizacija je postala obvezujo\u010da tudi pri komuniciranju. Vse ni\u017eja odzivnost potro\u0161nikov na razli\u010dne oblike tr\u017eenjskih komunikacij prina\u0161a tudi potrebo po <strong>personaliziranem komuniciranju<\/strong>, ki mora u\u010dinkovito naslavljati obstoje\u010de potrebe potro\u0161nikov ter hkrati zmanj\u0161ati \u0161tevilo in zvi\u0161ati u\u010dinkovitost marketin\u0161kih sporo\u010dil.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Prediktivno modeliranje<\/strong><\/h3>\n\n\n\n<p>Da bi morebitne kupce \u010dim manj motili in hkrati pove\u010dali verjetnost nakupa, mora sodobni marketing biti sposoben <strong>predvideti \u017eelje potro\u0161nikov<\/strong>. Kar je seveda sveti gral marketinga \u017ee od nekdaj. <\/p>\n\n\n\n<p>Z uporabo UI, analizo mno\u017ei\u010dnih podatkov in modelov napovedne analitike podjetja lahko <strong>predvidijo sprejemanje odlo\u010ditev na nakupni poti potro\u0161nika<\/strong>. <\/p>\n\n\n\n<p>Morda je eden najbolj znanih in hkrati dovr\u0161enih primerov Amazonov sistem priporo\u010denih izdelkov. Glede na osebne, predvsem demografske, podatke o kupci in zgodovino preteklih nakupov vas algoritem umesti v skupino kupcev in vam tako priporo\u010di izdelke, ki so zanimali druge, vam podobne, kupce.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u00bbPosameznik posamezniku\u00ab<\/strong><\/h3>\n\n\n\n<p>Razvoja spleta je prinesel nova spletna orodja, ki omogo\u010dajo bistveno ve\u010d sodelovanja in udele\u017ebe. Spletni uporabniki delijo svoja mnenja o kupljenih izdelkih ali preizku\u0161enih storitvah z drugimi in tako ustvarjajo digitalno sfero komunikacije \u00bbod ust do ust\u00ab. Ta je za blagovne znamke zelo pomembna, saj gre za sfero, nad katero nimajo vpliva. Spletne skupnosti, dru\u017eabna omre\u017eja, forumi in zasebni blogi pa po drugi strani blagovnim znamkam nudijo <strong>dragocen vpogled v razmi\u0161ljanja in spreminjajo\u010de se vrednote sodobnih potro\u0161nikov<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sklep<\/h2>\n\n\n\n<p>Gre torej za nov pogled na marketing v digitalnem obdobju 21. stoletja. Tako kot so se tr\u017eniki v 20. stoletju osredoto\u010dali na ponudbo, cene in promocijo se v novem obdobju digitaliziranega marketinga tr\u017eniki soo\u010dajo z izzivi, katere bodo bistveno la\u017eje osvojili z uporabo sodobnih tehnologij, ki temeljijo na uporabi umetne inteligence in mno\u017ei\u010dnih podatkov.&nbsp;<\/p>\n\n\n\n<p>Tega se pri Madwise dobro zavedamo, zato <strong>sledimo novim trendom in svojim poslovnim partnerjem nudimo podporo pri digitalni transformaciji<\/strong> in implementaciji najnovej\u0161ih tehnologij v njihov poslovni model. \u010ce \u017eelite tudi z va\u0161im poslom narediti naslendji korak, ampak niste prepri\u010dani, kje za\u010deti, vam lahko na\u0161a ekipa strokovnjakov pomaga. Oddajte <a href=\"https:\/\/madwise.si\/zacnimo-projekt\/\" target=\"_blank\" rel=\"noreferrer noopener\">kratek obrazec za povpra\u0161evanje<\/a> in preverite, kaj naredimo za va\u0161 posel.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Umetna inteligenca in mno\u017ei\u010dni podatki so za marketing prinesli nove izzive, ki zahtevajo prevetritev klasi\u010dnih pristopov. Preverite redefiniran model 4P, ki ustrezneje nagovarja sodobno marketin\u0161ko krajino.<\/p>\n","protected":false},"author":14,"featured_media":29862,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-29856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Novi 4 P-ji v \u010dasu umetne inteligence in mno\u017ei\u010dnih podatkov - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Umetna inteligenca je prinesla izzive, ki zahtevajo sve\u017e marketin\u0161ki pristop. 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