{"id":651,"date":"2015-05-08T00:00:00","date_gmt":"2015-05-07T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/05\/08\/spravite-se-v-digitalno-formo\/"},"modified":"2023-04-28T09:07:58","modified_gmt":"2023-04-28T07:07:58","slug":"spravite-se-v-digitalno-formo","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/spravite-se-v-digitalno-formo\/","title":{"rendered":"Spravite se v digitalno formo"},"content":{"rendered":"<p>Na spletu je vsaka uporabnikova poteza podatek. Internet in vse, kar na njem po\u010dnemo uporabniki, je digitalizacija na\u0161ega obna\u0161anja in odlo\u010ditev.<\/p>\n<p><strong>Na\u0161e misli, \u017eelje in potrebe so spremenjene v iskalne termine, klike na povezave, oglede strani.<\/strong><\/p>\n<p>\u010ce debato o Velikem bratu pustimo za kdaj drugi\u010d, je bogastvo podatkov, ki ga za seboj pu\u0161\u010damo uporabniki,&nbsp;<strong>zlata jama za marketingarje.<\/strong>&nbsp;Pri tem nimam v mislih rokoborbe z orja\u0161kimi Excelovimi tabelami in multivariatnimi analizami \u2013 tudi marketingarji smo samo ljudje in orodja, ki jih uporabljamo, morajo biti (vsaj za ve\u010dino nas) prijazna. Redkodko si v vsakodnevnem tempu lahko privo\u0161\u010di postati \u0161e statisti\u010dni \u017eongler. Seveda pa kapo dol vsakomur, ki med odmorom za kosilo namesto Jeznih pti\u010dev pri\u017ege SPSS.<br>To poudarjam, ker je za\u010detek spremljanja obna\u0161anja digitalnih uporabnikov relativno hitro izvedljiva re\u010d.&nbsp;<strong>Informacije, ki nas zanimajo, niso surovi seti podatkov, temve\u010d obdelana in uporabna poro\u010dila.<\/strong>&nbsp;Google Analitika, CrazyEgg ali&nbsp;marketing automation poro\u010dila niso ni\u010d drugega kot v prijaznej\u0161o obliko spravljeni tvoji in moji kliki, scrolli, iskanja, deljenja, lajki in obiski. Iz njih marketingarji enostavno ugotavljamo, v kateri fazi nakupnega procesa je uporabnik, kaj ga zanima, od kje je pri\u0161el. Obenem skozi podatke obliko dobivajo tudi na\u0161i&nbsp;digitalni napori: kaj deluje, kaj prina\u0161a prodajo, kaj prina\u0161a povpra\u0161evanja, kam se spla\u010da dodatno investirati, kaj se zaenkrat ne obnese, kje in zakaj izgubljamo uporabnike, kje lahko izbolj\u0161amo prodajni proces itd.<\/p>\n<p>V praksi smo v na\u0161ih krajih na tem podro\u010dju \u0161e bolj na za\u010detku: redkokatero podjetje izkori\u0161\u010da mo\u017enosti digitala. Morda ho\u010demo narediti preve\u010d naenkrat? Za\u010deti z bolj\u0161im digitalnim marketingom je po eni strani kot za\u010deti migati po dolgi zimi, v kateri smo malo preve\u010d presedeli (ali jo celo&nbsp;<a title=\"Slovenski marketing je zaspal\" href=\"http:\/\/www.marketingmagazin.si\/novice\/mmarketing\/10797\/-slovenski-marketing-je-zaspal-\" target=\"_blank\" rel=\"noopener noreferrer\">prespali, \u010de gre verjeti raziskavam<\/a>).<\/p>\n<h2>Kje za\u010deti, \u010de ni\u010d ne izgleda enostavno?<\/h2>\n<p>Da lahko sploh za\u010dnete spravljati svoj digitalni marketing v bolj\u0161o formo, je&nbsp;<strong>nadvse dobrodo\u0161lo imeti cilj ali dva<\/strong>. V nasprotnem primeru je marketin\u0161ka forma lahko tiso\u010d in ena stvar. Kot v \u0161portu: nekdo se po\u010duti v formi, \u010de prete\u010de 10 kilometrov, nekdo pa, \u010de v preplava&nbsp;<a title=\"Bog snorkelling\" href=\"http:\/\/en.wikipedia.org\/wiki\/Bog_snorkelling\" target=\"_blank\" rel=\"noopener noreferrer\">110m mo\u010dvirnega kanala<\/a>&nbsp;v dveh minutah.<\/p>\n<p>Med bolj preprostimi&nbsp;<strong>za\u010detnimi cilji so v digitalnem marketingu<\/strong>&nbsp;lahko:<\/p>\n<ul>\n<li>ugotoviti, kak\u0161na je sploh na\u0161a&nbsp;<strong>trenutna spletna prisotnost<\/strong>&nbsp;oz. \u201cfootprint\u201d<\/li>\n<li>spoznati,&nbsp;<strong>kateri kanali nam trenutno prina\u0161ajo prodajo<\/strong>&nbsp;(povpra\u0161evanja \u2026 ) in kateri (\u0161e) ne<\/li>\n<li>odkriti, kaj&nbsp;<strong>uporabnike na na\u0161i spletni strani sploh zanima<\/strong>; sploh, \u010de imamo relativno novo spletno mesto oz. ga \u017ee uporabljamo kot marketin\u0161ko in poslovno orodje<\/li>\n<li><strong>identificirati \u201cnizko vise\u010de sadje\u201d<\/strong>: prilo\u017enosti, kjer lahko \u017ee z relativno malo vlo\u017eenega (digitalnega) napora dose\u017eemo \u010dimve\u010dji vpliv na poslovanje oz. marketin\u0161ke cilje (ne ugriznimo prehitro v velike digitalne programe, \u010de lahko za za\u010detek s preprosto lead nurturing\/generation kampanjo \u017ee dose\u017eemo prve rezultate)<\/li>\n<\/ul>\n<p>Digitalni trening se morda lahko nadaljuje takole:<\/p>\n<h3>1 Nadgradite prodajni proces z digitalnimi idejami<\/h3>\n<p>Vsaj pribli\u017eno&nbsp;<strong>razumevanje lastnega prodajnega procesa nam omogo\u010di razdelitev \u017eelenih aktivnosti na manj\u0161e, obladljive kose<\/strong>, ki so usklajeni z na\u0161imi prodajnimi fazami. Z ne\u010dim \u017eelimo npr. raz\u0161iriti krog potencialnih kupcev, ki nas poznajo, druga aktivnost bo namenjena pridobivanju potencialnih kontaktov in podobno. Lotiti se digitalnega marketinga kar tako, po\u010dez, nas zopet pahne le v prenos starih praks na splet: kampanja, oglas, banner ter dr\u017eanje pesti, da se vendarle nekaj zgodi. Prave prilo\u017enosti za ustvarjanje rezultatov pa ostanejo skrite.<\/p>\n<h3>2 Spoznajte kupce!<\/h3>\n<p>Osnovno digitalno analitiko lahko vzpostavite skorajda \u010dez vikend. Izveste lahko, kaj kupci i\u0161\u010dejo, kje se pojavljate, kaj jih zanima, kako vas najdejo, kje jih dolgo\u010dasite in kje pritegnete.&nbsp;<strong>Za\u010dnite izkori\u0161\u010dati podatke, ki jih za seboj pu\u0161\u010damo spletni uporabniki<\/strong>&nbsp;\u2013 pomagali vam bodo razumeti potencialne kupce, kar je odli\u010dno izhodi\u0161\u010de za planiranje novih aktivnosti.<\/p>\n<h3>3 Olaj\u0161ajte jim odlo\u010danje in nakup !<\/h3>\n<p>Ne le \u201cmilenijci\u201d, \u017ee kar nekaj generacij ima bolj gibljive palce od svojih star\u0161ev in prirojene ve\u0161\u010dine strojepisja. Tipkajo, tapkajo, \u201cswajpajo\u201d, \u201cpin\u010dajo\u201d in klikajo \u017ee triletni otroci.&nbsp;<strong>Si res predstavljate, da pametne telefone kupujemo za klicanje?<\/strong>&nbsp;Danes hitreje zapravim 50\u20ac na Amazonu, kot pokli\u010dem v Mladinsko knjigo ali \u017eeleno bukvico sploh imajo.<\/p>\n<p><strong>Digitalizacija nakupnega procesa<\/strong>&nbsp;ne pomeni nujno vzpostavite spletne trgovine, temve\u010d razmislek o tem, kaj vse lahko iz emailov, dokumentov, klicev, obiskov salona itd. premaknemo na splet. Zakaj bi moral uporabnik poklicati prodajnika, da izve, kak\u0161na klima je primerna za njegovih 50 kvadratov privatne lastnine? Ali kdaj ima podjetje \u010das, da vse skupaj sploh zmontira? \u010ce poznate svoj prodajni proces in kupce, bodo ideje, kaj lahko poskusimo digitalizirati, hitro padle iz rokava.<\/p>\n<h3>4 Oboro\u017eite prodajnike z informacijami!<\/h3>\n<p>\u010ce ste pri\u0161li do sem, je \u010das, da vklju\u010dite prodajnike.&nbsp;<strong>Kaj bi jim pomagalo pri prodaji? Kako lahko marketing prinese bolj\u0161e informacije, bolj\u0161e kontakte, bolj\u0161e prilo\u017enosti?<\/strong>&nbsp;Si bom sposodil primer iz prej\u0161nje \u201cvaje\u201d: \u010de je uporabnik preveril, katera klima je primerna zanj in kdaj lahko vse skupaj zmontirate, morate le \u0161e pobrati njegov kontakt. Iz te preproste interakcije lahko prodajniku prodajo prinesete prakti\u010dno na pladnju: velikost stanovanja, ogledano klimo, \u017eelen datum monta\u017ee (tudi, \u010de ni mo\u017een, bo prodajnik lahko \u017ee vnaprej na\u0161el re\u0161itev), direkten kontakt, morda celo vremensko napoved za naslednjih 15 dni (bo vro\u010de?), \u0161tevilo obiskov spletnega mesta (5x v 2 tednih? nekomu se mudi \u2026 ) \u2026 Vsak prodajnik, vreden svojega imena, bo znal uporabiti tak\u0161ne informacije.<\/p>\n<h2>Pa naprej?<\/h2>\n<p>Pri digitalnih aktivnostih \u0161teje optimizacija: spremljanje u\u010dinka in nadgradnja stvari, ki delujejo. To je pravzprav la\u017eje, kot se sli\u0161i. Digitalna orodja omogo\u010dajo prijazna real-time poro\u010dila, \u010deprav si lahko v praksi vzamemo nekoliko ve\u010d \u010dasa za spremljanje rezultatov in na\u010drtovanje sprememb. V kon\u010dni fazi nas seveda zanima \u0161ir\u0161a slika, torej&nbsp;<strong>vpliv digitalnih aktivnosti na celoten prodajni proces:<\/strong>&nbsp;od polnjenja TOFU-ja pa do podpore in ponovne prodaje obstoje\u010dim strankam.<\/p>\n\n\n<h2 class=\"wp-block-heading\">Va\u0161 digitalni marketing potrebuje strokovnjake<\/h2>\n\n\n\n<p>Digital ponuja ogromno mo\u017enosti, a to \u0161e ne pomeni, da morate pose\u010di po vseh naenkrat. <strong>Tek na 10 km se za\u010dne s prvim korakom, ne enim desetkilometrskim skokom.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Enako je z digitalnim marketingom.\u010ce pri rezultatih, ki jih \u017eelite dose\u010di, potrebujete pomo\u010d, <a href=\"https:\/\/madwise.si\/kontakt\"><strong>se obrnite na na\u0161e strokovnjake<\/strong><\/a>, ki vam bodo pomagali vzpostaviti digitalni ekosistem, ki bo z minimalnimi vlo\u017eki pripeljal maksimalne rezultate.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Vir: Chaffey, Dave, and Fiona Ellis-Chadwick. &#8220;Digital marketing: strategy.&#8221; <em>Implementation and<\/em> (2012).<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-small-font-size\">Opomba urednika: Vsebina je bila dopolnjena z viri, novimi meta opisi ter novimi povezavami do kontaktnih oseb.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Preudaren za\u010detek je najpomembnej\u0161i dejavnik, ki bo dolo\u010dil, ali vam bo na spletu uspelo ali ne. Preverite prve korake za doseganje bolj\u0161ih rezultatov na spletu, s katerimi boste nemudoma prehiteli vso konkurenco.<\/p>\n","protected":false},"author":14,"featured_media":30634,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Spravite se v digitalno formo<\/title>\n<meta name=\"description\" content=\"Kako se premi\u0161ljeno lotiti digitalnega marketinga? 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