{"id":666,"date":"2015-05-22T00:00:00","date_gmt":"2015-05-21T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/05\/22\/kaj-nam-bo-digital-saj-imamo-katalog-in-sejem\/"},"modified":"2023-04-28T09:07:52","modified_gmt":"2023-04-28T07:07:52","slug":"kaj-nam-bo-digital-saj-imamo-katalog-sejem","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/kaj-nam-bo-digital-saj-imamo-katalog-sejem\/","title":{"rendered":"Kaj nam bo digital, saj imamo katalog in sejem!"},"content":{"rendered":"

Pred \u010dasom mi je prijatelj s spletno trgovino razlagal, kako te\u017eko prodajajo. Po\u0161iljajo faksirane ponudbe, kli\u010dejo podjetja, hodijo na sejme in tiskajo kataloge. Velik del njihovih kupcev predstavljajo podjetja in\u00a0\u201cpodjetja ne brskajo po spletu,\u201d<\/strong>\u00a0kot mi je razlo\u017eil. Njih je vendar treba zasipati s po\u0161to, tiskovinami in klici zmedenih prodajnikov (\u201cHalo? G. Jakin? Veste, nekaj imam za vas .. no, pa saj zdaj vidim, da sva \u017ee govorila in niste bili za. A zdaj mogo\u010de ste? Niste? Aha. Nasvidenje.<\/em>\u201d \u2013 resni\u010den primer \u010duda\u0161kega prodajnega klica relativno velikega slovenskega podjetja).
\nImamo torej situacijo, kjer spletna trgovina (!) po\u0161ilja tiskovine, na spletu pa ne po\u010dne ni\u010d. In \u0161e zdale\u010d niso edini primer podjetja, ki v spletu enostavno ne vidi prilo\u017enosti za pove\u010danje posla. Po pravici povedano ne vem, od kod ta slovenska digitalna skepsa. Je bilo\u00a0preve\u010d nerealnih obljub<\/a>\u00a0social media gurujev, gara\u017enih izdelovalcev spletnih strani, SEO junakov in AdWords strokovnjakov? Nekaj branja vrednih besed o\u00a0slovenski digitalni coni udobja<\/a>\u00a0je za Media Marketing napisala Marketing Magazinova Simona Kruhar Gaber\u0161\u010dek.<\/p>\n

Digitalno ogla\u0161evanje \u2013 pla\u010dam, kolikor ho\u010dem!<\/h2>\n

Ko se je prvi\u010d pojavila ideja radijskega ogla\u0161evanja, je bilo o njej re\u010deno nekaj v stilu:\u201dLe kdo bi pla\u010dal za sporo\u010dilo brez naslovnika?!\u201d<\/strong>\u00a0Radio je sicer prinesel poceni masovno komunikacijo, enako televizija.\u00a0Zdaj pa imamo na voljo splet, kjer pla\u010damo le za naslovnika, ki ga na\u0161e sporo\u010dilo dejansko zanima, dose\u017eemo pa lahko \u0161e ve\u010d ljudi<\/strong>. Zgornje vpra\u0161anje iz\u00a0leta 1920<\/a>\u00a0je danes spet aktualno: lahko si ga zastavimo za televizijo, tisk, kataloge v nabiralniku \u2026<\/p>\n

Demokratizacija spletnega ogla\u0161evanja je doseganje spletnih uporabnikov mo\u010dno pocenila \u2013 enako dostopno je velikim, srednjim, malim podjetjem in celo posameznikom.\u00a0Za povrh omogo\u010da enostaven nadzor nad prora\u010dunom in spremljanje rezultatov (tudi prodajnih!)<\/strong>, kar je ogromna prednost pred bolj \u2026 arhai\u010dnimi oblikami ogla\u0161evanja. Da o ciljanju, remarketingu in mo\u017enostih personalizacije sploh ne govorimo. Ste \u017ee videli TV oglas, ki vam poka\u017ee ravno tiste hla\u010de, ki ste jih v\u010deraj gledali v trgovini, va\u0161emu psu pa ravno tisti okus briketov, ki jih je ovohaval pri trgovcu?<\/p>\n

Moji kupci (ni)so na spletu!<\/h2>\n

Prijatelj iz uvoda je poskrbel \u0161e za eno presene\u010denje. \u0160la sva kupit nov tiskalnik (verjetno za njegove faksirane ponudbe \u2026 ). Iz \u017eepa je potegnil telefon (prijatelj, ne tiskalnik) in v google vpisal \u201cprinter za pisarno\u201d. Seveda sem takoj izkoristil prilo\u017enost za soo\u010denje s tem fenomenom \u2013\u00a0tvoji<\/em>\u00a0kupci torej ne brskajo po spletu, vsi ostali pa?<\/strong>\u00a0Ko se takole pogovarja\u0161 z ljudmi iz razli\u010dnih podjetij, hitro vidi\u0161, da si marsikdo predstavlja, da so ravno kupci v njegovi panogi najbolj konzervativni, najbolj ujeti v stare vzorce, najmanj na spletu, najbolj \u2026 offline.<\/p>\n

Morda kupci niso\u00a0samo<\/em>\u00a0na spletu, so pa\u00a0zagotovo tudi na spletu<\/a>.<\/strong>\u00a0Odkrivanje njihovega obna\u0161anja se lahko za\u010dne z spoznavanjem iskalnih terminov na Googlu, analiziranjem obna\u0161anja na spletni strani (pozabite Excel, danes vam analitika poka\u017ee lepe slikice!), ugotavljanjem, kje so sli\u0161ali za nas ipd. Poznavanje kupcev vodi do vi\u0161je prodaje, kar vam bo povedal vsak prodajnik, vreden svoje provizije. \u010ce ta razlog ni dovolj, da opravite z idejo \u201cmoji kupci niso na spletu\u201d, se lahko vpra\u0161ate tudi druga\u010de: kje pa so? Kli\u010dejo vas ne, faksi ne prihajajo, nih\u010de ne trka na vrata.\u00a0Kje najdejo va\u0161o konkurenco?<\/strong>\u00a0Da, moj odgovor bo \u2013 na spletu.<\/p>\n

Kak\u0161en je torej va\u0161 spletni odtis? Se vas da najti, spoznati, kupiti?<\/p>\n

Digitalno svetovanje \u2013 fokus na rezultate, ne produkcijo!<\/h2>\n

Ljudje nismo najbolj\u0161i pri predvidevanju rezultatov kompleksnih situacij in marketingarji nis(m)o nobena izjema. \u010ce dam roko v ogenj, se bom spekel (in tega ne bom ve\u010d po\u010del). \u010ce po\u017eenem kampanjo, zni\u017eam ceno, zamenjam embala\u017eo in natisnem katalog se bo zgodilo \u2026 kaj? Kaj pa, \u010de ponudim brezpla\u010dno monta\u017eo, nove barve, nastopim na sejmu in najamem prodajnika?\u00a0Bo rezultat bolj\u0161i ali slab\u0161i?<\/strong><\/p>\n

Lastnost, ki pravzaprav poganja celotno digitalno industrijo, je\u00a0mo\u017enost sprotnega\u00a0spremljanja rezultatov\u00a0<\/a>in optimizacije aktivnosti,<\/strong>\u00a0\u010desar si pri bolj klasi\u010dnih marketin\u0161kih aktivnostih ne moremo privo\u0161\u010diti. Ko je enkrat natisnjenih 4 tiso\u010d katalogov, ni poti nazaj. Premik fokusa (oz. vlo\u017eene energije) je za podjetje nadvse dobrodo\u0161el:\u00a0kon\u010dno se lahko bolj ukvarjamo z ustvarjanjem rezultatov, namesto materialov<\/strong>. In \u010de ste ljubitelj velikih besed, kot je multivariatna analiza, vam orodja, kakr\u0161en je\u00a0Visual Website Optimizer<\/a>, ponujajo tudi to ?<\/p>\n

\"Digitalni<\/p>\n

Digital se za\u010dne pri kupcih<\/h2>\n

Premik k digitalnih marketin\u0161kim aktivnostim seveda ne pomeni, da moramo vse doseganje aktivnosti vre\u010di v smeti ali druga\u010de povedano: ne menjajte konja, ki zmaguje.\u00a0Lahko pa za\u010dnete postavljati (tudi)\u00a0digitalne temelje va\u0161ih rezultatov<\/a><\/strong>\u00a0\u2013 po mo\u017enosti preden se za\u010dne muditi.\u00a0Prodaja in posel izhajata iz obna\u0161anja kupcev<\/strong>, njihovih potreb in \u017eelja ter vrednosti, ki jo zanje ustvarjamo. Svojo naslednjo marketin\u0161ko potezo za\u010dnite pri njih. \u010ce bo digitalna, ste zagotovo na pravi poti.<\/p>\n","protected":false},"excerpt":{"rendered":"

Pred \u010dasom mi je prijatelj s spletno trgovino razlagal, kako te\u017eko prodajajo. Po\u0161iljajo faksirane ponudbe, kli\u010dejo podjetja, hodijo na sejme in tiskajo kataloge. Velik del njihovih kupcev predstavljajo podjetja in\u00a0\u201cpodjetja ne brskajo po spletu,\u201d\u00a0kot mi je razlo\u017eil. Njih je vendar treba zasipati s po\u0161to, tiskovinami in klici zmedenih prodajnikov (\u201cHalo? G. Jakin? Veste, nekaj imam […]<\/p>\n","protected":false},"author":18,"featured_media":1066,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7,12],"tags":[],"class_list":["post-666","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","category-izdelava-digitalne-strategije","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"\nKaj nam bo digital, saj imamo katalog in sejem!<\/title>\n<meta name=\"description\" content=\"Prodaja in posel izhajata iz obna\u0161anja kupcev, njihovih potreb in \u017eelja ter vrednosti, ki jo zanje ustvarjamo. Digitalno svetovanje vam lahko pomaga.\" \/>\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\/kaj-nam-bo-digital-saj-imamo-katalog-sejem\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kaj nam bo digital, saj imamo katalog in sejem!\" \/>\n<meta property=\"og:description\" content=\"Prodaja in posel izhajata iz obna\u0161anja kupcev, njihovih potreb in \u017eelja ter vrednosti, ki jo zanje ustvarjamo. 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