{"id":683,"date":"2015-06-23T00:00:00","date_gmt":"2015-06-22T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/06\/23\/pripravite-se-boljso-ponudbo\/"},"modified":"2023-04-28T09:07:56","modified_gmt":"2023-04-28T07:07:56","slug":"pripravite-se-boljso-ponudbo","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/pripravite-se-boljso-ponudbo\/","title":{"rendered":"Pripravite (\u0161e) bolj\u0161o ponudbo!"},"content":{"rendered":"<p>Novembra sem pasel firbec v Istanbulu in seveda je bilo treba tudi na Grand Bazaar. Ker med Turki izstopam kot pingvin sredi Sahare, so me seveda vlekli na pet stojnic naenkrat. Nagovori so bili najprej na temo ogledovanja njihove \u201cveri gud, veri priti\u201d ponudbe, stvari pa so postale zanimive, ko je moja bolj\u0161a polovica pri enem od njih dejansko nekaj kupila. Od takrat sva sli\u0161ala samo \u0161e:<\/p>\n<ul>\n<li>Spend some money here, too! (Zapravi nekaj denarja tudi pri meni!)<\/li>\n<li>Now it\u2019s my turn! (Zdaj sem jaz na vrsti!)<\/li>\n<li>Give some money to me! (Daj tudi meni svoj denar!)<\/li>\n<\/ul>\n<p>Rezultat je bil seveda ravno nasproten \u2013 tovrstnih junakov sva se ogibala v velikem loku. Lahko bi sicer rekel, da pretkani tur\u0161ki trgovci \u017ee vedo, kaj govorijo. Morda gre za trk kultur, a zdi se mi, da\u00a0<a title=\"Slovenski kupci smo previdni\" href=\"https:\/\/madwise.si\/blog\/slovenski-kupci-previdni-kaj-pomeni-za-digitalni-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">slovenski (oz. zahodni) kupci<\/a>\u00a0nismo preve\u010d naklonjeni tovrstnim pristopom. Daj mi svoj denar?<\/p>\n<h2>Zapravi pri meni, ne pri konkurenci!<\/h2>\n<p>Presenetljivo je, kako pogosto naletim na podoben poziv tudi na slovenskem trgu.\u00a0<strong>Seveda je nekoliko okrancljan in nali\u0161pan, a tudi lep\u0161a fasada te\u017eko prikrije, da podjetje kupcu ne pove, zakaj naj kupi pri njih in ne pri konkurenci.<\/strong>\u00a0O\u010ditno za tem stoji razmi\u0161ljanje, da si kupec nadvse \u017eeli porabiti svoj denar (hmm \u2026 ) in bo \u017ee sam spoznal, da smo najbolj\u0161i naslov za to. \u201cZdaj smo mi na vrsti?\u201d Na vrsti ste samo, da vas spregledam.<\/p>\n<p>Oblikovanje dobre ponudbe je podlaga, ki mo\u010dno vpliva na rezultate digitalnih aktivnosti.\u00a0<a title=\"5 idej za lead generation\" href=\"https:\/\/madwise.si\/5-idej-za-dober-tofu-ali-zakaj-se-prodaja-zacne-na-vrhu\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lead generation\u00a0<\/a>s pozivom \u201cDajte tudi nam svoj denar!\u201d? Te\u017eka bo. Enako je z digitalnim ogla\u0161evanjem: \u0161e tako dobro ciljani in poceni kliki lahko pod \u010drto prinesejo eno veliko nulo, \u010de je ponudba \u0161ibka ali kar neobstoje\u010da.\u00a0Pred naslednjimi prodajnimi\/marketin\u0161kimi aktivnostmi velja zato preveriti, ali ni na\u0161a ponudba samo zakamufliran \u201ctur\u0161ki poziv\u201d.\u00a0<strong>Dajemo kupcu razlog, zakaj velja razmisliti o na\u0161i storitvi?<\/strong>\u00a0Zakaj zdaj in ne kasneje? Zakaj pri nas in ne drugje? Govorimo o koristih zanj, ne o lastnostih, ki navdu\u0161ujejo nas?<\/p>\n<h2>Daj mi svoj denar \u2026 ali svojo pozornost<\/h2>\n<p>Tudi pri digitalnih branding kampanjah oz. aktivnostih za pove\u010devanje zavedanja blagovne znamke (awareness) \u0161e zdale\u010d ni vseeno, kak\u0161na je ponudba.\u00a0<strong>Od kupca v takem primeru skorajda zahtevamo \u0161e ve\u010d \u2013 zahtevamo njegovo pozornost, ki je v \u010dasu spleta pravzaprav postala valuta.<\/strong>\u00a0\u010ce smo ga \u017ee pritegnili z oglasom (bravo!), ga peljimo na\u00a0<a title=\"Landing page\" href=\"https:\/\/madwise.si\/blog\/slovenski-kupci-previdni-kaj-pomeni-za-digitalni-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">pristajalno stran<\/a>, ki ponuja nekaj drugega kot \u201czapravi nekaj svoje pozornosti pri meni, ne pri prijateljih na Facebooku.\u201d Ne gre torej le za finan\u010dno ponudbo \u2013 koliko nekaj stane \u2013 temve\u010d za celoten paket vrednosti, ki ga predstavljamo kupcu.<\/p>\n<h2>Do dobre ponudbe s testiranjem!<\/h2>\n<p>Vsak marketingar, ki je odgovoren za pripravo ponudb \u2013 naj gre za finan\u010dno ponudbo ali predstavitev storitev, izdelkov, kombinacij, paketov, kampanj \u2013 ve, da zadeva ni enostavna. Kaj ho\u010dejo kupci? Kaj jih zanima in za kaj jim je vseeno? Z aktivnostmi, za katerimi ne stoji dobra ponudba (=dobro predstavljena vrednost na\u0161e storitve\/izdelka), manj u\u010dinkovito izrabljamo vlo\u017eena sredstva. Na sre\u010do ima digitalni marketing tu orodja, s katerimi lahko do odgovorov pridemo precej ceneje, kot \u010de na pamet tiskamo kataloge in plakate. Temu lahko\u00a0re\u010demo data-driven marketing ali preprosto marketing na osnovi podatkov in testiranja.<\/p>\n<p><strong>A\/B\/n testiranje<\/strong>\u00a0se obnese, kadar imamo mo\u017enost majhnih sprememb pri predstavljanju na\u0161e ponudbe oz. izdelkov in storitev. Bomo najprej izpostavili npr. hitrost interneta v paketu na\u0161ih storitev ali \u0161tevilo televizijskih kanalov? Bo ve\u010d kupcev oddalo povpra\u0161evanje, \u010de prika\u017eemo postopek monta\u017ee ali \u010de to raje presko\u010dimo, da jih ne prestra\u0161imo?\u00a0<strong>Testirajmo!<\/strong><\/p>\n<div id=\"attachment_2973\" class=\"wp-caption aligncenter\">\n<p><img decoding=\"async\" class=\"wp-image-2973 size-full\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/06\/testiranje-a-b.jpg\" sizes=\"(max-width: 610px) 100vw, 610px\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/06\/testiranje-a-b-300x239.jpg 300x, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/06\/testiranje-a-b.jpg 610x\" alt=\"testiranje-a-b\" width=\"610\" height=\"486\" \/><\/p>\n<p class=\"wp-caption-text\">Primer A\/B testiranja za naro\u010dnika. Ponudba je bila v obeh primerih enaka. Enkrat smo to \u010dasovno omejenost izpostavili, drugi\u010d pa poskusili poudariti neke druge koristi. Sliki prikazujeta scroll-map oz. do katerega dela pristajalne strani smo obdr\u017eali pozornost potencialnih kupcev, kar je uporaben pokazatelj zanimivosti.<\/p>\n<\/div>\n<p>Naj gre za digitalni lead generation ali awareness-building kampanjo (oprostite mi hiperinflacijo\u00a0tujk), testiranje ponudbe je vedno lahko klju\u010d do\u00a0bolj\u0161ih rezultatov. Z malo sre\u010de bomo kupcem povedali prave stvari, predvsem pa nekaj bolj atraktivnega, kot \u2013 dajte nam svoj denar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Novembra sem pasel firbec v Istanbulu in seveda je bilo treba tudi na Grand Bazaar. Ker med Turki izstopam kot pingvin sredi Sahare, so me seveda vlekli na pet stojnic naenkrat. Nagovori so bili najprej na temo ogledovanja njihove \u201cveri gud, veri priti\u201d ponudbe, stvari pa so postale zanimive, ko je moja bolj\u0161a polovica pri [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":1074,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-683","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","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>Spletno testiranje: Pripravite \u0161e bolj\u0161o ponudbo<\/title>\n<meta name=\"description\" content=\"Naj gre za digitalni lead generation ali awareness-building kampanjo, spletno testiranje ponudbe je vedno lahko klju\u010d do bolj\u0161ih rezultatov. 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