{"id":29925,"date":"2021-05-19T10:27:19","date_gmt":"2021-05-19T08:27:19","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=29925"},"modified":"2021-05-19T13:46:18","modified_gmt":"2021-05-19T11:46:18","slug":"agilni-marketing","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/agilni-marketing\/","title":{"rendered":"Agilni marketing prina\u0161a ve\u010djo osredoto\u010denost na kupca"},"content":{"rendered":"\n

Agilni model poslovanja ali v \u017eargonu \u00bbagile\u00ab pomaga podjetjem re\u0161evati kompleksne poslovne izzive ter se u\u010dinkovito in hitro odzivati na spremembe na trgu.<\/strong> Gre predvsem za hitro odzivanje na osnovi pridobljenih podatkov, v\u010dasih celo v realnem \u010dasu. Prav tako gre, v nekoliko \u0161ir\u0161em kontekstu, za prepoznavanje prilo\u017enosti na trgu in sposobnost sledenja vse hitreje spreminjajo\u010dim se pri\u010dakovanjem potro\u0161nikov.<\/p>\n\n\n\n

Pri agilnem modelu so klju\u010dni zaposleni, uporaba novih tehnologij in razvoj ustrezne organizacijske klime. \u00bbAgile\u00ab zahteva vizijo in celostni pristop<\/strong> od na\u010drtovanja in priprave do izvedbe in spremljanja.<\/p>\n\n\n\n

Podjetje, ki ni agilno, ne more biti zares osredoto\u010deno na kupca<\/strong><\/h2>\n\n\n\n

Kako pa se agilnost prenese na podro\u010dje marketinga in kako se \u00bbagile\u00ab marketing razlikuje od standardnih marketin\u0161kih praks? Agilni marketing predvsem ni linearen.<\/strong> Temelji na sinhroni ve\u010dkanalni izku\u0161nji, neprestanih analizah povratnih informacij in aktivnem prilagajanju procesov.<\/p>\n\n\n\n

Razlike se za\u010dnejo \u017ee pri na\u010drtovanju<\/strong><\/h2>\n\n\n\n

Tradicionalni marketin\u0161ki pristop temelji na na\u010drtovanju bud\u017eeta po posami\u010dnih kanalih, izbira teh pa obi\u010dajno izhaja iz preteklih dose\u017eenih rezultatov. Kar pomeni, da se na\u010drtovanje osredoto\u010da predvsem na pretekle izku\u0161nje s kanali<\/strong> in ne na izku\u0161nje kupcev.<\/p>\n\n\n\n

Na drugi strani lahko podjetja z uporabo agilnega pristopa ustvarijo integriran tr\u017eenjski splet razli\u010dnih kanalov, ki temelji na podatkih o posameznih ciljnih skupinah. Na\u010drtovanje izhaja iz ciljev in potreb kupcev,<\/strong> bud\u017eeti pa se odrejajo po posami\u010dnih strate\u0161kih segmentih.<\/p>\n\n\n\n

Vsebino dolo\u010da videnje kupca, ne podjetja<\/strong><\/h2>\n\n\n\n

Pri tradicionalnem pristopu<\/strong> vsebina za razli\u010dne kanale nastaja skladno z videnjem podjetja, ne kupca. Podjetje torej predpostavi potrebe ali \u017eelje potencialnih kupcev, kar lahko vodi v pripravo vsebin, ki ne uspejo u\u010dinkovito pritegniti pozornosti ciljne skupine.<\/p>\n\n\n\n

Medem agilni pristop snuje kampanje v holisti\u010dnem duhu s poudarkom na specifi\u010dnih potrebah posameznih ciljnih segmentov.<\/strong> Pri izvedbi se daje prednost vsebinam, za katere se oceni, da prina\u0161ajo najvi\u0161jo dodano vrednost v o\u010deh potencialnih kupcev.<\/p>\n\n\n\n

Agilna izvedba<\/strong><\/h2>\n\n\n\n

Klasi\u010den pristop se pri lansiranju razli\u010dnih faz kampanje nana\u0161a na \u010dasovnico, ki je dolo\u010dena interno in ne upo\u0161teva morebitnih \u017eelja ali potreb kupcev. Tak\u0161en pristop je lahko pomanjkljiv, saj je pogosto odvisen od dolo\u010denih posameznikov,<\/strong> kar lahko pripelje do nepri\u010dakovanih zamud pri izvedbi na\u010drtovanih aktivnosti.<\/p>\n\n\n\n

Agilni pristop na drugi strani temelji na hitrem odzivanju in u\u010denju na samem trgu, ter na vzporednem testiranju. Posledi\u010dno se lahko izvedbena strategija prilagaja bistveno hitreje,<\/strong> v\u010dasih celo v realnem \u010dasu glede na povratne informacije s trga. Na ta na\u010din se tudi hitreje in bolj u\u010dinkovito odpravljajo ozka grla pri sami izvedbi kampanje.<\/p>\n\n\n\n

Pomen pravih metrik uspeha<\/strong><\/h2>\n\n\n\n

Tradicionalen pristop temelji predvsem na metrikah, kot so odstotki odprtih sporo\u010dil, \u010das, ki ga uporabnik prebije na strani in podobno. Poro\u010dila kampanj tako vsebujejo velike koli\u010dine podatkov, ki pa pogosto nimajo enozna\u010dnih ali pomembnih interpretacij.<\/strong><\/p>\n\n\n\n

Agilne marketin\u0161ke ekipe se medtem osredoto\u010dajo predvsem na izbrane metrike,<\/strong> ki jim pomagajo razumeti odzive in vedenje ciljnih segmentov kupcev, da bi s temi podatki lahko znova optimizirali tako vsebine kot izbiro posameznih kanalov.<\/p>\n\n\n\n

Optimizacija<\/strong><\/h2>\n\n\n\n

Doseg in druge podobne metrike prina\u0161ajo veliko koli\u010dino podatkov, ki lahko nudijo ve\u010d mo\u017enosti interpretacij uspeha, s \u010dimer lahko povzro\u010dijo zmedo. \u0160e posebej v primeru, ko KPI-ji niso to\u010dno dolo\u010deni, lahko to pomeni nadaljevanje in ponavljanje ne najbolj\u0161ih praks.<\/strong><\/p>\n\n\n\n

Na drugi strani agilni pristop temelji na sprotni interpretaciji pridobljenih podatkov in nenehnem izbolj\u0161evanju vsebin<\/strong> (npr. naslovov), pa tudi razporejanju finan\u010dnih sredstev po posami\u010dnih kanalih glede na rezultate. Agilna marketin\u0161ka strategija je \u2013 kot pove \u017ee samo ime \u2013 torej precej bolj odzivna in temelji na aktivnem spremljanju rezultatov na digitalnih kanalih.<\/p>\n\n\n\n

Cilj: ve\u010dja osredoto\u010denost na kupca<\/strong><\/h2>\n\n\n\n

\u00bbAgile\u00ab se sproti u\u010di na pridobljenih podatkih, zato omogo\u010da bolj\u0161o odzivnost in ve\u010djo prilagodljivost,<\/strong> pri \u010demer na\u010drtovanje in izvedba sledita sve\u017eim podatkom ali podatkom v realnem \u010dasu. <\/p>\n\n\n\n

Proces testiranja in u\u010denja se odvija tekom same izvedbe kampanj, kar omogo\u010da, da se strategija izvedbe marketin\u0161ke kampanje u\u010dinkoviteje in hitreje prilagaja zna\u010dilnostim posameznih ciljnih segmentov. <\/strong><\/p>\n\n\n\n

Natan\u010dnej\u0161i vpogled, hitrej\u0161e povratne informacije<\/strong> in hitro odzivanje so torej klju\u010d do u\u010dinkovitej\u0161e osredoto\u010denosti na kupca. Slednja pa je, kot smo spoznali, nujna, \u010de se \u017eelimo kar najhitreje prilagajati stalno spreminjajo\u010dim se \u017eeljam in pri\u010dakovanjem potro\u0161nikov. <\/p>\n\n\n\n

V agenciji Madwise se ukvarjamo s performance marketingom, kar \u017ee po definiciji pomeni, da se mo\u010dno osredoto\u010damo na podatke in prilagajanje izku\u0161nje vsakemu posameznemu kupcu.<\/strong> Verjamemo, da je to prihodnost sodobnega marketinga, zato ves \u010das spremljamo trende, uvajamo novosti in razvijamo lastno metodologijo.Vas zanima, kako lahko vam pomagamo<\/strong> do uspeha z ve\u010djo osredoto\u010denostjo na vsakega posameznega kupca? Oglasite se na brezpla\u010den za\u010detni posvet<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

V podjetjih se zadnja leta vse bolj uveljavlja agilni model poslovanja, ki omogo\u010da u\u010dinkovito in hitro odzivanje na spremembe na trgu. V \u0161ir\u0161em kontekstu medtem postaja agilen tudi marketing z osredoto\u010danjem na vsakega posameznega kupca ter sposobnostjo hitrega odzivanja na njegova pri\u010dakovanja.<\/p>\n","protected":false},"author":14,"featured_media":29926,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31],"tags":[],"class_list":["post-29925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinsko-svetovanje","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"\nAgilni marketing prina\u0161a ve\u010djo osredoto\u010denost na kupca - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Preberite, zakaj agilni pristop v marketingu prina\u0161a ve\u010djo osredoto\u010denost na posameznega kupca in u\u010dinkovitej\u0161e odzivanje na spremembe.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madwise.si\/blog\/agilni-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Agilni marketing prina\u0161a ve\u010djo osredoto\u010denost na kupca - 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