{"id":29916,"date":"2021-05-04T15:46:24","date_gmt":"2021-05-04T13:46:24","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=29916"},"modified":"2021-05-04T15:47:05","modified_gmt":"2021-05-04T13:47:05","slug":"na-pragu-podatkovne-revolucije-marketinga","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/na-pragu-podatkovne-revolucije-marketinga\/","title":{"rendered":"Na pragu podatkovne revolucije marketinga"},"content":{"rendered":"\n<p>Z vse ve\u010djim naborom povratnih informacij o nakupnem vedenju potro\u0161nikov <strong>postaja marketing vedno bolj analiti\u010den in ciljno naravnan.<\/strong> Velike koli\u010dine podatkov in analiti\u010den pristop ob tem pomenijo, da se marketing seli na polje znanosti in dobiva primesi naravoslovja. In kak\u0161na je pri vsem tem vloga digitalne transformacije? Za marketing bi morala biti predvsem prilo\u017enost, kako potro\u0161niku ponuditi dodano vrednost.<\/p>\n\n\n\n<p>V za\u010detku novega tiso\u010dletja smo bili pri\u010da <strong>eksploziji obsega razli\u010dnih podatkov, ki so bistveno spremenili delovanje marketinga.<\/strong> Hiter prodor svetovnega spleta, \u0161irjenje pametnih telefonov in vse ve\u010dja uporaba dru\u017eabnih medijev so marketing skoraj v celoti digitalizirali. Poti nazaj v analogne \u010dase \u2013 kakor koli so \u017ee zapisani v na\u0161em spominu \u2013 ni ve\u010d.<\/p>\n\n\n\n<p>Da bi marketing obdr\u017eal korak s tehnolo\u0161kim razvojem, se je moral prilagoditi. Razvoj novih digitalnih orodij je omogo\u010dil, da je <strong>z usmeritve na izdelek (product-centric) pre\u0161el k usmeritvi na kupca (customer-centric).<\/strong> Sledilo je mno\u017ei\u010dno uvajanje CRM-programov za upravljanje odnosov s strankami in s tem natan\u010dno merjenje odzivnosti na ravni kupcev.&nbsp;<\/p>\n\n\n\n<p>Zvestoba strank, zadovoljstvo potro\u0161nikov in drugi prej neotipljivi pojmi so zdaj dobili konkretne \u0161tevilke, s \u010dimer je <strong>marketing pre\u0161el na zbiranje in analizo podatkov o navadah vsakega posameznega kupca.<\/strong> To je nato pripeljalo do razvoja novih marketin\u0161kih prijemov, kot so neposredno tr\u017eenje z osebno prilagojenimi ponudbami ter natan\u010dna segmentacija in ciljanje kupcev.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u010cetrta industrijska revolucija in digitalna transformacija<\/strong><\/h2>\n\n\n\n<p>Ve\u010d let kasneje smo se zna\u0161li na pragu \u010detrte industrijske revolucije. \u017divimo v \u010dasu, ko <strong>digitalizacija prodira v vse pore \u017eivljenja, in marketing ni pri tem nobena izjema.<\/strong> Potro\u0161niki uporabljajo iz dneva v dan ve\u010d digitalnih storitev in kupujejo vedno ve\u010dje \u0161tevilo digitalnih naprav. Zato marketing pravzaprav niti nima izbire \u2013 kdor ne bo \u0161el po poti digitalne transformacije, bo zaostal in izpadel iz igre. Kajti tudi potro\u0161niki bodo sprva pri\u010dakovali, kasneje pa celo zahtevali vrhunsko digitalno izku\u0161njo.&nbsp;<\/p>\n\n\n\n<p>Zato se marketin\u0161ki razvoj osredoto\u010da na raziskovanje umetne inteligence, obogatene resni\u010dnosti in tehnologije veri\u017eenja podatkovnih blokov (blockchain). <strong>Pri\u010dakovanja so velika, hkrati pa je veliko tudi neznank.<\/strong> Kako se bosta prijela delitvena ekonomija in souporaba, kak\u0161en bo razvoj na podro\u010dju \u010distih virov energije, kaj vse bo prinesel razvoj interneta stvari (IoT)? Predvsem pri slednjem lahko pri\u010dakujemo <strong>velikansko pove\u010danje zbiranja podatkov<\/strong> o vsakem posamezniku in njegovih navadah.&nbsp;<\/p>\n\n\n\n<p>Prepleteno omre\u017eje IoT bo namre\u010d povezovalo razli\u010dne naprave od pametnih ur in varnostnih naprav do kuhinjskih pripomo\u010dkov in digitalnih glasovnih asistentov, kot je Alexa. \u0160tevilo podatkov o potro\u0161nikih se bo eksponentno pove\u010dalo, kar bo omogo\u010dilo <strong>\u0161e natan\u010dnej\u0161i vpogled v na\u010din \u017eivljenja vsakega \u010dloveka,<\/strong> s \u010dimer bo marketing postal \u0161e bolj vseprisoten in u\u010dinkovit.&nbsp;<\/p>\n\n\n\n<p>Seveda se ob tem pojavijo \u2013 in to povsem upravi\u010deno \u2013 <strong>\u0161tevilna vpra\u0161anja glede zasebnosti.<\/strong> O tem se bo zato treba \u0161e <a href=\"https:\/\/madwise.si\/blog\/podatki-zasebnost\/\">temeljito pogovoriti in postaviti jasna pravila igre<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Nova analiti\u010dna podro\u010dja prihodnosti<\/strong><\/h2>\n\n\n\n<p>Ob vsem tem se zastavi pomembno vpra\u0161anje: bodo marketin\u0161ke tehnike sploh lahko sledile tako hitrem tehnolo\u0161kem razvoju?<strong> Dr. Jagdish Sheth<\/strong> je eksploziven tehnolo\u0161ki razvoj poimenoval kar digitalni cunami, ki bo bistveno spremenil marketing.&nbsp;<\/p>\n\n\n\n<p>Sheth navaja <strong>\u0161est podro\u010dij, kjer bi marketing moral iskati svoje prilo\u017enosti.<\/strong> To so:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>tekstovno rudarjenje,<\/li><li>biometri\u010dni podatki,<\/li><li>video analitika,<\/li><li>emoji analitika,<\/li><li>prepoznavanje vzorcev,<\/li><li>forenzi\u010dno raziskovanje.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Kako vam lahko zbrani podatki pomagajo danes?<\/strong><\/h2>\n\n\n\n<p>Toda kaj vse to pomeni za vas oziroma za va\u0161 marketing v tem trenutku? Do zdaj smo spoznali, katera podro\u010dja bodo oblikovala na\u010din dela v marketingu v prihodnosti. <strong>Katere pa so klju\u010dne prednosti zbiranja in analize podatkov danes?<\/strong> Neposrednih koristi je veliko, zato se bomo osredoto\u010dili na \u0161tiri najpomembnej\u0161e vidike.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Pridobljeni podatki izbolj\u0161ajo va\u0161o prodajno bazo<\/h3>\n\n\n\n<p>\u010ce imate o svojih potencialnih kupcih na razpolago ve\u010d podatkov, boste v svoji komunikaciji bolj u\u010dinkoviti in prej pri\u0161li do zaklju\u010dka prodajnega procesa. Podatki vam bodo namre\u010d omogo\u010dali <strong>bolj u\u010dinkovito izvajanje strategije lead generation,<\/strong> s \u010dimer boste lahko svoje marketin\u0161ke aktivnosti prilagodili stopnji izra\u017eenega interesa.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Podatki izbolj\u0161ajo u\u010dinkovitost marketin\u0161ke strategije<\/h3>\n\n\n\n<p>S pove\u010devanjem obsega zbranih podatkov postaja vse bolj pomembna strategija digitalnega marketinga.Tukaj so podatki klju\u010dnega pomena, saj prina\u0161ajo vpogled v to, kaj si kupci \u017eelijo, kaj pri\u010dakujejo in na katerem koraku nakupnega popotovanja se nahajajo. <strong>Ve\u010d kot imate podatkov, natan\u010dneje boste lahko oblikovali marketin\u0161ko strategijo,<\/strong> ki bo na ta na\u010din u\u010dinkovitej\u0161a.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Podatki omogo\u010dajo bolj\u0161e razumevanje trga in potro\u0161nikov<\/h3>\n\n\n\n<p>Z zbiranjem in obdelavo podatkov lahko zelo dobro razumete obna\u0161anje potro\u0161nikov na spletu, osnovne demografske trende in najdete na\u010dine za izbolj\u0161anje uporabni\u0161ke izku\u0161nje. Podatki vam omogo\u010dajo, da bolje <strong>razumete pri\u010dakovanja trga, va\u0161ih kupcev in njihovih \u017eelja glede izdelkov ali storitev.<\/strong> Na ta na\u010din lahko izbolj\u0161ate svojo ponudbo in s ciljnimi segmenti komunicirate bolj u\u010dinkovito.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Podatki so klju\u010d do personalizacije<\/h3>\n\n\n\n<p>Potro\u0161niki <strong>pri\u010dakujejo dolo\u010deno stopnjo osebnega pristopa, <\/strong>kar velja tako za priporo\u010dene izdelke na spletni strani kot tudi za personalizirano komuniciranje prek elektronske po\u0161te. Uporabniki pri\u010dakujejo, da bodo spletni obrazci (kjer je to mogo\u010de) do dolo\u010dene stopnje \u017ee vnaprej izpolnjeni, ter da bodo dobili zanje primerna priporo\u010dila za druge storitve ali izdelke, ki bi jih utegnili \u0161e zanimati.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>S podatki je treba ravnati odgovorno<\/strong><\/h2>\n\n\n\n<p>Ob vsem tem se je potrebno zavedati, da mo\u017enosti vse ve\u010djega obsega pridobljenih podatkov prina\u0161ajo tudi vse ve\u010djo odgovornost. Uredba GDPR o zbiranju in obdelavi podatkov od podjetij zahteva, da pridobljene podatke skrbno varujejo in jih uporabljajo <strong>le za to\u010dno dolo\u010dene namene in pod natan\u010dno dolo\u010denimi pogoji.<\/strong>&nbsp;<\/p>\n\n\n\n<p>A \u010deprav se predpisi na prvi pogled lahko zdijo omejujo\u010di, po drugi strani <strong>pove\u010dujejo zaupanje potro\u0161nikov, da njihovi podatki ne bodo zlorabljeni.<\/strong> Prav zaupanje je namre\u010d tisto, od \u010desar je odvisno ali in koliko podatkov bodo uporabniki pripravljeni deliti. GDPR in ostali predpisi s podro\u010dja varovanja podatkov predstavljajo <strong>nujni in minimalni okvir,<\/strong> ki ga je za ve\u010dje zaupanje in naklonjenost potro\u0161nikov priporo\u010dljivo nadgraditi \u0161e z lastnimi dobrimi praksami.<\/p>\n\n\n\n<p>V agenciji Madwise smo osredoto\u010deni na performance marketing, ki \u017ee v samem bistvu temelji na podatkih. Veliki koli\u010dini podatkov. Z najnovej\u0161imi in najnapredenj\u0161imi orodji jih uspe\u0161no obvladujemo in analiziramo in tako podjetjem pomagamo dosegati \u017eelene prodajne cilje.&nbsp;<\/p>\n\n\n\n<p>Vas zanima, kako lahko pomagamo vam? Oglasite se na <a href=\"https:\/\/madwise.si\/kontakt\/\">brezpla\u010den za\u010detni posvet<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vse bolj raz\u0161irjeno zbiranje podatkov spreminja na\u010dine dela in pristope v marketingu. A \u0161e vedno smo komaj na za\u010detku, kajti prihajajo \u0161e ve\u010dje spremembe. Preberite, kako si lahko s podatki do ve\u010dje prodaje pomagate \u017ee danes in kaj vas \u010daka v prihodnosti.<\/p>\n","protected":false},"author":14,"featured_media":29918,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31],"tags":[],"class_list":["post-29916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinsko-svetovanje","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>Na pragu podatkovne revolucije marketinga - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Smo na pragu podatkovne revolucije, ki bo zajela vsa podro\u010dja, vklju\u010dno z marketingom. 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