{"id":687,"date":"2015-07-10T00:00:00","date_gmt":"2015-07-09T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/07\/10\/marketing-automation-ni-vesoljska-ladja\/"},"modified":"2023-04-28T09:07:54","modified_gmt":"2023-04-28T07:07:54","slug":"marketing-automation-ni-vesoljska-ladja","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/marketing-automation-ni-vesoljska-ladja\/","title":{"rendered":"Marketing automation ni vesoljska ladja"},"content":{"rendered":"

Je pa Mercedez S. Ali Peugeot 3008. Specifike so odvisne od va\u0161ih \u017eelja, model pa je nov \u2013 zanesljiv, u\u010dinkovit, hiter in z nizko porabo.
\nPredstavljajte si potovanje na morje. Tako stari\u00a0Punto kot novi Mercedez vas pripeljeta do cilja. Vpra\u0161anje pa je, kolikokrat se boste morali ustaviti na bencinski postaji, doliti malo olja, preveriti temperaturo in malce dr\u017eati pesti. Z mojim Puntom je bila pot do Istre vedno dogodiv\u0161\u010dina, a ne vem, \u010de ima va\u0161e podjetje \u010das in denar za dogodiv\u0161\u010dine.<\/p>\n

O avtomatizaciji se v marketingu \u017ee nekaj \u010dasa govori in debate so vse bolj glasne. Marketing automation je informacijski sistem in ti pregovorno zbujajo tudi malo strahu in spo\u0161tovanja (tako kot dobri avtomobili).<\/p>\n

\u201cInformacijski sistem je vendar po\u0161ast, s katero se ponavadi ukvarja IT oddelek. Ti projekti so zahtevni in dolgotrajni. Informacijski sistemi so dragi. Direktor nikakor ne bo odobril \u010desa takega.\u201d<\/p><\/blockquote>\n

A ko direktor razume, da zadeva ni vesoljsko plovilo, ki bo postavilo upravljanje voznega parka na glavo,\u00a0marketing automation<\/a>odobri. Ker dobi nov avto, ki ga\u00a0na cilj pripelje hitreje in bolj poceni<\/strong>. Zato lahko danes na trgu ostaja \u017ee preko 200 ponudnikov automation sistemov.<\/p>\n

Kako torej marketing automation naredi va\u0161o pot bolj u\u010dinkovito?<\/p>\n

Spletno mesto<\/h2>\n

Imate relativno sve\u017eo spletno stran (ali res, si lahko preberete\u00a0tukaj<\/a>), na\u010drtovali ste\u00a0uporabni\u0161ko izku\u0161njo<\/a>\u00a0in zadaj postavili\u00a0analitiko<\/a>. \u017de celo ve\u010dnost spremljate, koliko obiskovalcev imate in kako pridejo do vas, veste, kako dolgo ostajajo na posameznih podstraneh, kolikokrat so v zadnjem mesecu prenesli najnovej\u0161i katalog in koliko ste prodali v spletni trgovini. Veliko informacij imate in s pridom jih uporabljate za izbolj\u0161ave.<\/p>\n

Predstavljajte si slede\u010di izziv: va\u0161 novi produkt re\u0161uje fundamentalni izziv vodji prodaje. Skraj\u0161a mu \u010das dela, zvi\u0161a mu produktivnost, fantasti\u010dna je. Pripravili ste pripadajo\u010d predstavitveni film\u010dek in izjemno ste zadovoljni. Ampak \u2013 a so va\u0161i obiskovalci vodje prodaje?<\/p>\n

Z marketing automation sistemom veste to\u010dno, kdo vas je obiskal<\/strong>. Pred seboj imate ime in priimek, funkcijo, podjetje in \u0161tevilko \u010devljev, \u010de je ta za vas poslovno uporabna. Veste,\u00a0katere vsebine zanimajo posameznika<\/strong>\u00a0in veste,\u00a0kako se obna\u0161ajo skupine uporabnikov (persone<\/a>)<\/strong>\u00a0na va\u0161i spletni strani. S temi podatki lahko Petru Novaku pripravite popolnoma personalizirano ponudbo ali pa morda ugotovite, da vodje prodaje za nakup va\u0161e re\u0161itve potrebujejo \u0161e informacijo\u00a0o povratku investicije.<\/p>\n

Vsebina za marketing automation<\/h2>\n

Marketin\u0161ki oddelek pripravlja celo vrsto vsebin \u2013 od samih tekstov na spletni strani do vodi\u010dev, e-knjig, \u0161tudij primerov, predstavitev in bro\u0161ur do film\u010dkov, vpra\u0161alnikov, revij \u2026 formatov vsebine je veliko, distribucijskih kanalov (\u017ee samo digitalnih) tudi.<\/p>\n

Priprava kakovostne vsebine je lahko \u010dasovni in finan\u010dni zalogaj. Dana\u0161nji kupci so izobra\u017eeni in zahtevni.\u00a0Ali veste, \u010de se vam je priprava zadnje e-knjige spla\u010dala? Ali veste, \u010de so jo prebrali pravi ljudje?<\/strong><\/p>\n

Z marketing automation sistemom lahko\u00a0vsebino umestite v nakupni proces stranke<\/strong>. Namenoma uporabljam ednino. Fantasti\u010dna e-knjiga o po\u010ditni\u0161kih prikolicah tako ni plasirana le na spletni strani in odvisna od posameznih kampanj, temve\u010d jo dobijo potencialne stranke, ki so na va\u0161i spletni strani \u017ee pogledale nekaj o temi, morda tudi sodelovale v nagradni igri na Facebooku. Uporabljena je torej kot dodatno specifi\u010dno orodje, ki pomaga obiskovalcem,\u00a0ki so \u017ee precej zainteresirani za nakup prikolice. Iz prodajnih rezultatov pa lahko hitro izra\u010dunate, \u010de se vam je spla\u010dala. \u010ce marketing automation integrirate s CRM sistemom, je ta informacija le klik stran.<\/p>\n

E-mail marketing in marketing automation<\/h2>\n

E-mail sporo\u010dila strankam in potencialnim strankam po\u0161iljate \u017ee dolgo. Izgrajeno imate bazo in v sklopu marketin\u0161kih kampanj jih naslovite segmentirano. A naslovite jih takrat, ko imate vi \u010das oziroma plan in ne takrat, ko bi se stranka rada ukvarjala z va\u0161o ponudbo. Kak\u0161en je va\u0161\u00a0open rate<\/em>? 15%? Morda 20%? Kaj pa\u00a0CTR<\/em>?<\/p>\n

Marketing automation vam lahko prinese bistveno vi\u0161je \u0161tevilke.<\/strong>\u00a0Veliko ve\u010dja verjetnost je, da bo nekoga zanimalo sporo\u010dilo o va\u0161i ponudbi letnih pnevmatik, \u010de ga dobi ravno takrat, ko na spletu raziskuje, kako bi opremil svojega konji\u010dka. Se spomnite, ko ste od Amazona prejeli sporo\u010dilo s izdelki, ki so resni\u010dno dopolnjevali va\u0161e dosedanje nakupe? Zanimalo vas je, ker je bilo osredoto\u010deno na va\u0161e \u017eelje.<\/p>\n

Analitika in mo\u017enosti optimizacije e-mail sporo\u010dil so za marketing automation sisteme ena klju\u010dnih funkcionalnosti.\u00a0Uporabnikom tako skupaj s personaliziranim pristopom prina\u0161ajo vi\u0161je konverzije in bolj\u0161e rezultate, tudi prodajne.<\/strong><\/p>\n

Dogodki in offline svet<\/h2>\n

Dogodki delujejo. Vzpostavitev osebnega odnosa, \u0161e posebej v dru\u017ebi kavice in odli\u010dnega roglji\u010dka,\u00a0je prodaji odprla \u017ee marsikatera vrata. V marketin\u0161kih planih \u017ee dolgo zasedajo pomembno mesto pri budgetu.<\/p>\n

Kako dobro pa uporabimo pridobljene informacije z dogodkov?<\/strong><\/p>\n

Pred seboj imate Petra Novaka. Ali veste, da se je udele\u017eil lansiranja Kadjarja, medtem ko se je za Talisman sre\u010danje opravi\u010dil, ker se mu je pri Ivan\u010dni gorici pokvarila turbina na njegovi Laguni? Lahko do teh informacij dostopate\u00a0z dvema klikoma ali bo trajalo dve uri iskanja v CRM-ju in aplikaciji\/-ah za prijavo na dogodke?<\/p>\n

Marketing automation lahko zdru\u017ei te podatke v enem sistemu in poenostavi dostop do informacij o stranki, ki lahko predstavljajo poslovno vrednost<\/strong>. Spremljati zna tudi obna\u0161anje kupcev med policami \u2013 a beacon tehnologija je \u017ee tema za svoj zapis.<\/p>\n

Klici<\/h2>\n

S strankami se va\u0161e podjetje vsakodnevno sli\u0161i. Pri marketin\u0161kih aktivnostih je vklju\u010den \u0161e klicni center, prodajalci redno opravljajo telefonske pogovore in zgodba se tu sploh ne kon\u010da. Tudi po izvedbi projekta redno preverjate, kako zadovoljne so stranke in v\u010dasih jim je treba pri uporabi va\u0161e re\u0161itve ali produkta tudi pomagati. Takrat one pokli\u010dejo vas.<\/p>\n

Pri tolik\u0161ni koli\u010dini komunikacije se lahko zgodi, da kdo kdaj kaj pozabi zabele\u017eiti. In stranka ni preve\u010d vesela, ko mora svojo te\u017eavo razlagati \u017ee tretjemu \u010dloveku. Prodajalec pa hitro naleti na izziv, ko navdu\u0161eno posku\u0161a prodati nadgradnjo produkta, s katerim ima Peter \u017ee zadnje pol leta te\u017eave.<\/p>\n

Marketing automation sistem se lahko integrira s telefonsko centralo in bele\u017ei vso komunikacijo \u2013 za vsako stranko posebej. Pred naslednjim pogovorom imate tako na enem mestu vse informacije, brez da bi za to porabili zajetno \u0161tevilo ur pretipkavanja in preverjanja.<\/p>\n

Z marketing automation sistemom torej obstoje\u010de aktivnosti lahko izvajate bolje \u2013 hitreje in bolj uspe\u0161no.<\/strong>\u00a0Obenem pa prinese tudi\u00a0bolj\u0161e odnose s sodelavci in \u0161efi<\/a>, saj jim bo marketing sedaj dostavljal\u00a0bolj kakovostne leade<\/strong>\u00a0in\u00a0(\u0161e) pametneje investiral sredstva<\/strong>.<\/p>\n

Za naslednji dopust boste torej natan\u010dno vedeli, kdaj boste prispeli na cilj. Lahko izberete enako destinacijo kot lani, lahko se zapeljete malo dlje. Nikakor pa vam ni treba na luno.<\/p>\n","protected":false},"excerpt":{"rendered":"

Je pa Mercedez S. Ali Peugeot 3008. Specifike so odvisne od va\u0161ih \u017eelja, model pa je nov \u2013 zanesljiv, u\u010dinkovit, hiter in z nizko porabo. Predstavljajte si potovanje na morje. Tako stari\u00a0Punto kot novi Mercedez vas pripeljeta do cilja. Vpra\u0161anje pa je, kolikokrat se boste morali ustaviti na bencinski postaji, doliti malo olja, preveriti temperaturo […]<\/p>\n","protected":false},"author":9,"featured_media":1076,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"\nMarketing automation ni vesoljska ladja<\/title>\n<meta name=\"description\" content=\"Z marketing automation sistemom lahko obstoje\u010de aktivnosti izvajate bolje \u2013 hitreje in bolj uspe\u0161no. Dosezite poslovne rezultate z njegovo pomo\u010djo.\" \/>\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\/marketing-automation-ni-vesoljska-ladja\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing automation ni vesoljska ladja\" \/>\n<meta property=\"og:description\" content=\"Z marketing automation sistemom lahko obstoje\u010de aktivnosti izvajate bolje \u2013 hitreje in bolj uspe\u0161no. 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