{"id":675,"date":"2015-06-08T00:00:00","date_gmt":"2015-06-07T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/06\/08\/cas-je-za-akcijo-ali-zakaj-vas-mora-zanimati-cpa\/"},"modified":"2023-04-28T09:07:48","modified_gmt":"2023-04-28T07:07:48","slug":"cas-je-za-akcijo-ali-zakaj-vas-mora-zanimati-cpa","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/cas-je-za-akcijo-ali-zakaj-vas-mora-zanimati-cpa\/","title":{"rendered":"\u010cas je za akcijo ali zakaj vas mora zanimati CPA"},"content":{"rendered":"<p>Digitalna kampanja mora spro\u017eati dolo\u010dene akcije ljudi, ki jih nagovarjamo. To pomeni dvoje: treba je vedeti, kak\u0161no akcijo \u017eelimo in kako jo bomo merili oz. spremljali.\u00a0<strong>H koncu gredo \u010dasi brezciljnega digitalnega ogla\u0161evanja<\/strong>\u00a0\u2013 digitalnih kampanj v obliki prenosa tiskanih oglasov na splet (\u0161e vedno jih lahko prepoznate po npr. korporativnih pasicah, ki vam pravzaprav ne prodajajo ni\u010desar in jim je prav vseeno, ali kliknete nanje) ali npr. Google ogla\u0161evanja brez pravih ciljev (klik na zgoraj omenjeno pasico vas zgolj pelje na prvo stran podjetja, torej je kampanji vseeno tudi, kaj naredite po kliku).<br \/>\nRe\u010di, da smo dosegli milijon in pol ogledov na\u0161ega oglasa je sicer fino, ampak vsi vemo, da za ve\u010dino podjetij (razen redkih izjem) to ne pomeni ve\u010d posla.\u00a0<strong>Na spletu ne gre samo za pozornost kupcev, temve\u010d njihovo \u2013 akcijo!<\/strong><\/p>\n<h2>Kaj je akcija?<\/h2>\n<p>Preprosto povedano:\u00a0<strong>za va\u0161 posel relevantna aktivnost, ki jo va\u0161a potencialna stranka izvede na va\u0161em spletnem mestu in jo lahko\u00a0<a title=\"Kako pa vi merite marketing?\" href=\"https:\/\/madwise.si\/kako-pa-vi-merite-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">izmerite<\/a>.<\/strong>\u00a0Oddaja povpra\u0161evanja? Akcija. Izdelek v ko\u0161arico? Akcija. Prijava na brezpla\u010den izris kuhinje? Akcija. Registracija? Akcija. Izra\u010dun cene menjave mobilnega paketa? Akcija. Ogled specifikacije va\u0161ega izdelka? Sodelovanje v nagradni igri, tvit, share, tak\u0161en in druga\u010den \u201cengagement\u201d? Prijava na mailing listo? Uganili ste. \u010ce opa\u017eate korelacijo med ogledom slike direktorja in prodajo, bo tudi to odli\u010dna (in merljiva) akcija.<\/p>\n<p>Ne gre torej za merjenje klikanja kar tako,\u00a0<strong>temve\u010d za tiste klike, ki so pomembni za va\u0161 posel.<\/strong>\u00a0Kateri so to, seveda dolo\u010dite sami (oziroma s pomo\u010djo dobre digitalne agencije \u2013 mimogrede, poznam\u00a0<a title=\"Madwise shameless self-promo\" href=\"https:\/\/madwise.si\/\" target=\"_blank\" rel=\"noopener noreferrer\">eno<\/a>).<\/p>\n<h2>Kak\u0161en je va\u0161 CPA ali cost-per-action?<\/h2>\n<p>Na sestankih\u00a0z ljudmi, odgovornimi za rezultate v podjetju (direktorji marketinga &amp; prodaje, skrbniki znamk, prodajniki, skrbniki za digital \u2026 ), pogosto opa\u017eam, da<strong>\u00a0obstaja\u00a0precej\u0161nja razlika\u00a0med tem, \u010desar si resni\u010dno\u00a0\u017eelijo od svojih digitalnih aktivnosti in kar nato dejansko naredijo kupci.<\/strong>\u00a0Saj je lepo, da zabavamo fane na Facebooku, ampak \u2013 razen, \u010de ste medij in prodajate doseg \u2013 to obi\u010dajno ni najbolj pomembno za va\u0161 posel. Ali pa tudi, \u010de znamo ves ta \u201cengagement\u201d preliti v poslovno bolj zanimivo akcijo. Kakorkoli obra\u010damo, prodaja se ne zgodi sama od sebe, temve\u010d jo morajo na\u0161e aktivnosti usmerjati.<\/p>\n<p>Vlaganja v doseg (npr. Google in Facebook oglasi) ali engagement (content, community management \u2026 ) bodo bolj efektivna in la\u017eje upravi\u010dljiva, \u010de imamo v mislih tudi CPA.\u00a0<strong>To je tisto, kar v kon\u010dni fazi \u0161teje \u2013 koliko nas stane, da ljudi pripravimo do za podjetje pomembnega obna\u0161anja.<\/strong>\u00a0Ne nujno nakupa, temve\u010d do relevantne aktivnosti. CPA ali cena-na-akcijo (cost per action) je metrika, ki v sebi pravzaprav skriva druga\u010dno digitalno oziroma kar\u00a0<a title=\"Marketing - motor podjetja\" href=\"https:\/\/madwise.si\/je-vas-digitalni-marketing-strosek-ali-motor-podjetja\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketin\u0161ko filozofijo<\/a>: \u017eeljo po relevantnih rezultatih, spremljanju obna\u0161anja ljudi in optimiziranju digitalnih aktivnosti.<\/p>\n<p><strong>Ko za\u010dnemo razmi\u0161ljati o akcijah kupcev, za\u010dnemo razmi\u0161ljati o procesih:<\/strong>\u00a0kako poteka na\u0161a interakcija s kupcem, kako poteka nakup, kateri koraki vodijo do \u017eelene akcije, kako lahko zmanj\u0161amo ovire, kako dose\u017eemo ve\u010d \u017eelenih akcije, kako lahko zni\u017eamo ceno, kako pripeljemo ve\u010d pravih ljudi in manj nezainteresiranih \u2026 Brez tega namre\u010d ne vemo ne kak\u0161na je na\u0161a cena niti kje jo lahko zni\u017eamo.<\/p>\n<h2>3, 2, 1, \u2026 akcija!<\/h2>\n<p>V digitalu lahko za\u010dnemo zasledovati\u00a0u\u010dinkovitost, ko vemo, kaj ta pravzaprav predstavlja (glej prej\u0161nje poglavje). Digitalnih ogla\u0161evalskih kampanj ne moremo optimizirati kar tako, po\u010dez.\u00a0<strong>Potrebujemo vsaj smer, \u017ee \u010de konkretnega cilja ne.<\/strong>\u00a0Po pravici povedano pa se mi zdi precej bolj\u0161e, da zastavljenih ciljev ne dose\u017eemo in vemo, zakaj jih nismo, kot da jih sploh nimamo in se nato tola\u017eimo z dosegom, ki gre vedno v milijone, in \u0161tevilom novih fanov (\u010de si spet sposodim Facebook \u2026 ).<\/p>\n<p>Verjetno je tudi to eden od razlogov, zakaj se v Sloveniji podjetja \u0161e vedno nekoliko bojazljivo in skepti\u010dno lotevajo\/te digitala. Vlaganje v spletno ogla\u0161evanje je (bilo) prepogosto kar izena\u010deno z \u201cnavadnim\u201d ogla\u0161evanjem.\u00a0<strong>Ker \u010dlovek po ogledu tiskanega oglasa obi\u010dajno ne naredi ni\u010d, je povsem ok, \u010de ne naredi ni\u010d niti po kliku na spletni oglas?\u00a0<\/strong>No, ni ok. Fokusiramo se le na dostavo oglasa, ne na akcijo kupca. Brez spremljanja relevantnih akcij in \u0161ir\u0161e slike pravzaprav ni vidnega efekta. \u010ce zakupimo velik obcestni plakat, se vsaj na\u0161 direktor pelje mimo \u2026<\/p>\n<p><strong>Na spletu za\u010dnimo vlagati v akcije \u2013 obna\u0161anje ljudi, ki koristi vam in njim.<\/strong>\u00a0To zahteva\u00a0<a title=\"Spravite se v digitalno formo\" href=\"https:\/\/madwise.si\/spravite-se-v-digitalno-formo\/\" target=\"_blank\" rel=\"noopener noreferrer\">bolj\u0161e spletno mesto<\/a>, u\u010dinkovite\u00a0<a title=\"U\u010dinkovite pristajalne strani\" href=\"https:\/\/madwise.si\/7-idej-za-boljso-konverzijo-vase-pristajalne-strani\/\" target=\"_blank\" rel=\"noopener noreferrer\">pristajalne strani<\/a>,\u00a0Google in FB ogla\u0161evanje, povezano s cilji,\u00a0<a title=\"Je marketing automation primeren za vas?\" href=\"https:\/\/madwise.si\/je-marketing-automation-primeren-za-vas\/\" target=\"_blank\" rel=\"noopener noreferrer\">email marketing<\/a>, ki ni samo po\u0161iljanje novic \u2026 ter seveda\u00a0<a title=\"Analiza paraliza\" href=\"https:\/\/madwise.si\/blog\/analiza-paraliza-drugi-izzivi-digitalne-analitike\/\" target=\"_blank\" rel=\"noopener noreferrer\">merjenje u\u010dinka<\/a>\u00a0va\u0161ih aktivnosti.\u00a0<strong>Digital je lahko cenovno u\u010dinkovito orodje za rast posla<\/strong>\u00a0\u2013 za\u010dnimo ga tudi uporabljati s tem namenom.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digitalna kampanja mora spro\u017eati dolo\u010dene akcije ljudi, ki jih nagovarjamo. To pomeni dvoje: treba je vedeti, kak\u0161no akcijo \u017eelimo in kako jo bomo merili oz. spremljali.\u00a0H koncu gredo \u010dasi brezciljnega digitalnega ogla\u0161evanja\u00a0\u2013 digitalnih kampanj v obliki prenosa tiskanih oglasov na splet (\u0161e vedno jih lahko prepoznate po npr. korporativnih pasicah, ki vam pravzaprav ne prodajajo [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":1070,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-675","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","entry"],"acf":{"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>\u010cas je za akcijo ali zakaj vas mora zanimati CPA<\/title>\n<meta name=\"description\" content=\"Na spletu ne gre le za pozornost kupcev, temve\u010d njihovo akcijo. 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