{"id":641,"date":"2015-04-22T00:00:00","date_gmt":"2015-04-21T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/04\/22\/slovenski-kupci-so-previdni-kaj-to-pomeni-za-digitalni-marketing\/"},"modified":"2023-04-28T09:07:58","modified_gmt":"2023-04-28T07:07:58","slug":"slovenski-kupci-previdni-kaj-pomeni-za-digitalni-marketing","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/slovenski-kupci-previdni-kaj-pomeni-za-digitalni-marketing\/","title":{"rendered":"Slovenski kupci so previdni \u2013 kaj to pomeni za digitalni marketing?"},"content":{"rendered":"

V za\u010detku tega tedna so bili predstavljeni rezultati Tr\u017eenjskega monitorja. Raziskava, ki jo \u017ee enajsto leto zapored izvaja Dru\u0161tvo za marketing Slovenije v sodelovanju z agencijo Valicon, ka\u017ee podobne rezultate nakupnega obna\u0161anja kot lansko leto. 63% vpra\u0161anih je v zadnjem letu kupovalo online, 18% pred nakupom preveri ponudbo na spletni strani prodajalca in ve\u010d kot polovica vpra\u0161anih se strinja s preudarno prakso nakupovanja. Ta zadnji podatek je za digitalni marketing bolj pomemben, kot si morda mislimo.<\/p>\n

Slovenci smo pri nakupovanju previdni<\/h2>\n

Gospodarska kriza nas je nau\u010dila, da moramo dvakrat premisliti, preden se odlo\u010dimo za nakup. Pa \u0161e na blagajni se je dobro vpra\u0161ati \u201cali res to potrebujem\u201d, in neopazno polo\u017eiti premium gosjo pa\u0161teto nekam med \u010dokoladice in \u017eve\u010dilne.<\/p>\n

Tole ni politi\u010den song\/zapis in vsakomur privo\u0161\u010dim dobro mero kakovostnih mesnin, a vseeno sem mnenja, da ta izku\u0161nja ni povsem odve\u010d. Mnoga podjetja so se v \u010dasu krize malce zamislila in pogledala, kje bi se dalo kaj prihraniti. Izkazalo se je, da kar nekaj stro\u0161kov sploh ni potrebnih. Uvedli so se procesi stro\u017ejega pregleda, potrjevanja in preverjanja \u2013 racionalnega poslovanja torej. Seveda smo ogor\u010deno povzdignili glas (kot vedno, ko nam vzamejo neko dobrino, na katero smo navajeni), a smo se kar hitro nau\u010dili \u017eiveti brez najemni\u0161kega Illy kavomata.<\/p>\n

Po tem, ko smo optimizirali izdatke in prevetrili dobavitelje, pa pride na vrsto drugi, meni dosti bolj zanimiv pol posledic \u2018situacije na trgu\u2019. Na eni strani lahko var\u010dujemo, na drugi pa se lahko vpra\u0161amo,\u00a0kako lahko zaslu\u017eimo ve\u010d<\/strong>. In to v \u010dasu, ko vsi kupujemo previdno.<\/p>\n

Kupec pri\u010dakuje vrednost<\/h2>\n

Slovenski potro\u0161nik je torej precej bolj previden pri vsakodnevni potro\u0161nji in zelo ga zanima, kaj dobi za svoj denar. Ta ista miselnost je prisotna tudi, ko gre v slu\u017ebo \u2013 saj vendar govorimo o bistveno ve\u010djih \u0161tevilkah in drugi vrsti odgovornosti. Ni ve\u010d pripravljen (pa tudi poslovno okolje mu ne dopu\u0161\u010da) podpreti le novega stro\u0161ka, pogovarjamo se o investicijah.\u00a0Previdnost torej pomeni, da ga zelo zanima, kaj dobi za svoj denar, \u00a0kdaj se mu bo vlo\u017eek povrnil in koliko dodane vrednosti bo prinesel<\/strong>.<\/p>\n

Merjenje povratka investicije zahteva \u2013 merjenje<\/h2>\n

Povratek (in prese\u017eek) investicije lahko izra\u010dunamo le, \u010de vemo, kaj in kako meriti. \u010ce govorimo o digitalnem marketingu (ta nam je blizu), je kazalnikov lahko cela vrsta, vsi pa konec koncev vodijo do\u00a0vi\u0161je prodaje<\/strong>. \u010ce te ni, smo nekaj naredili narobe, nekje v prodajnem lijaku se je zataknilo. Lahko \u017ee v samem za\u010detku nismo ustvarili dovolj leadov, morda smo, a ti niso bili dovolj zreli za prodajo, morda pa so bili leadi super, a prodajalci iz razli\u010dnih razlogov niso zaklju\u010dili prodaje. Shema je dokaj poenostavljena, a to so tri glavne to\u010dke, kjer lijak ne funkcionira in leadi ne prehajajo navzdol, kot bi morali.<\/p>\n

Z vidika previdnosti in preudarnosti kupca, ki jo\u00a0identificira Tr\u017eenjski monitor, nam je torej zanimiva druga, srednja faza. Leade imamo, a se ti ne konvertirajo naprej. V na\u0161em produktu\/storitvi torej v tem trenutku (\u0161e) ne vidijo dovolj dodane vrednosti in razloga, da vanj\/o investirajo.<\/p>\n

Lead nurturing potencialnemu kupcu vrednost dostavlja<\/h2>\n

Podjetje Glava, ki prodaja tiskalnike (ja, tisto, ki se\u00a0u\u010di razstavljati v Nem\u010diji<\/a>), se odlo\u010di, da bo investiralo 10.000\u20ac* v lead nurturing program. Imajo namre\u010d preko 1000 kontaktov, ki so jih pridobili z ogla\u0161evalskimi kampanjami, pa takrat \u0161e niso bili pripravljeni kupiti. Glavi\u00a0se zdi \u0161koda, da bi te kontakte ignorirali.<\/p>\n

Vodja marketinga je pripravil program (avtomatiziranih) aktivnosti, ki pridobljene kontakte informirajo glede na njihovo obna\u0161anje na spletu. Glava jim skozi razli\u010dne vsebine razlo\u017ei, kaj se dogaja v industriji tiskanja, kak\u0161ne so novosti, kako izbrati pravega ponudnika tiskanja glede na njihove potrebe, kak\u0161ni so morebitni zapleti in kako se jim izogniti, zakaj se izbor dobrega tiskalnika spla\u010da in na katere procese v podjetju lahko vpliva.\u00a0Vsebine torej odgovarjajo na vpra\u0161anja razli\u010dnih profilov oziroma\u00a0person\u00a0<\/a>in jim ko\u0161\u010dek po ko\u0161\u010dek predstavljajo vrednost nakupa tiskalnika.<\/strong><\/p>\n

Kje pa je vrednost za Glavo?<\/h2>\n

\u010ce govorimo o vrednosti, govorimo o \u0161tevilkah. Poglejmo torej celoten proces, od za\u010detka generiranja leadov do prodaje:<\/p>\n

Imeli smo tri ogla\u0161evalske kampanje, vsaka je stala 3000\u20ac, skupaj torej 9000\u20ac. Pridobili smo 1050 kontaktov in petdesetim smo prodali tiskalnik, vreden 1000\u20ac. Za vlo\u017eek 9.000\u20ac smo torej dobili 50.000\u20ac, ROI je 356%. Sploh se ne sli\u0161i slabo.<\/p>\n

A \u2018ni slabo\u2019 v dana\u0161njem poslovanju ni dovolj dobro, vsaj ne bi smelo biti<\/strong>.<\/p>\n

Investiramo torej 10.000\u20ac* v lead nurturing in v roku 6 mesecev (da, nakupni proces kupca in ogla\u0161evalska kampanja imata lahko razli\u010den \u010das trajanja) prodamo \u0161e dodatnih 100 tiskalnikov.<\/p>\n

V marketin\u0161ke aktivnosti smo torej vlo\u017eili 19.000\u20ac, zaslu\u017eili pa 150.000\u20ac.\u00a0ROI celotne investicije v marketing je 598%.<\/strong>\u00a0\u0160tevilka je bistveno bolj\u0161a, nikakor pa ni kon\u010dna.\u00a0Aktivnosti digitalnega marketinga nam omogo\u010dajo neprestano optimizacijo in izbolj\u0161evanje.<\/strong><\/p>\n

Prihodnost je optimisti\u010dna<\/h2>\n

Tako v Tr\u017eenjskem monitorju ocenuje ena petina vpra\u0161anih, ki \u017ee \u010duti gospodarsko rast. Ker ta postavlja svoje temelje na informiranih odlo\u010ditvah, \u0161tevilkah in rezultatih, se optimizmu pridru\u017eujemo tudi mi.\u00a0Digitalni marketing<\/strong>, od generiranja leadov na spletu, do njihove nege (nurturinga) in optimizacije konverzij\u00a0omogo\u010da prav to, kar slovenski kupec potrebuje \u2013 razlago<\/strong>\u00a0(kolikor podrobno in pogosto je pa\u010d potrebna),\u00a0zakaj nakup zanj predstavlja vrednost<\/strong>.<\/p>\n

*ocena investicije je lepo okrogla za razumljivo sliko.<\/p>\n","protected":false},"excerpt":{"rendered":"

V za\u010detku tega tedna so bili predstavljeni rezultati Tr\u017eenjskega monitorja. Raziskava, ki jo \u017ee enajsto leto zapored izvaja Dru\u0161tvo za marketing Slovenije v sodelovanju z agencijo Valicon, ka\u017ee podobne rezultate nakupnega obna\u0161anja kot lansko leto. 63% vpra\u0161anih je v zadnjem letu kupovalo online, 18% pred nakupom preveri ponudbo na spletni strani prodajalca in ve\u010d kot […]<\/p>\n","protected":false},"author":9,"featured_media":1052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10,5],"tags":[],"class_list":["post-641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","category-marketinska-avtomatizacija","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"\nSlovenski kupci so previdni - kaj to poemni za digitalni marketing?<\/title>\n<meta name=\"description\" content=\"Slovenci smo pri nakupovanju previdni. 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