{"id":691,"date":"2017-09-22T00:00:00","date_gmt":"2017-09-21T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2017\/09\/22\/3-razlogi-za-marketinsko-tehnologijo\/"},"modified":"2023-04-28T09:07:46","modified_gmt":"2023-04-28T07:07:46","slug":"3-razlogi-za-marketinsko-tehnologijo","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/3-razlogi-za-marketinsko-tehnologijo\/","title":{"rendered":"3 razlogi ZA marketin\u0161ko tehnologijo"},"content":{"rendered":"

Preko 70% nakupne poti poteka na spletu.<\/strong>\u00a0Ob tem podatku bi pri\u010dakovali, da bodo marketingarji razgrabili digitalna orodja, ki jim omogo\u010dajo komunikacijo s potencialnimi kupci. Pa temu ni tako.
\nUporaba marketin\u0161ke tehnologije je \u0161e na presenetljivo nizki ravni. Tako ugotavlja tudi Louis Gudema za\u00a0HBR<\/a>.\u00a0Primarni razlog<\/a>\u00a0za to so varnostni pomisleki, sledijo pa mu te\u017eavnost slediti hitremu razvoju digitalnega sveta in nezmo\u017enost izbrati pravega tehnolo\u0161kega partnerja (nekaj napotkov\u00a0tule<\/a>).<\/p>\n

Vsaka sprememba zahteva nekaj kriti\u010dnega premisleka. K zgornjim zadr\u017ekom se podjetja hitro zate\u010dejo, \u0161e posebej v primeru, \u010de jim danes sploh ne gre slabo.<\/p>\n

Kupec pa je bistveno manj zadr\u017ean do mo\u017enosti in prilo\u017enosti, ki jih prina\u0161a digitalni razvoj. Z dvema klikoma lahko danes opravi storitev, ki je prej zahtevala tiskanje obrazca, ro\u010dno izpolnjevanje, skeniranje, faksiranje in potem \u0161e klic, da je preveril, \u010de so res dobili poslano. Splet nam (saj smo vsi kupci) olaj\u0161a vsakodnevne opravke in omogo\u010da dostop do prakti\u010dno vseh informacij, ki jih potrebujemo \u2013 tudi za nakupne odlo\u010ditve. Ni \u010dudno, da se je preko 70% nakupne poti preselilo na splet.<\/p>\n

Marketin\u0161ka tehnologija, kot je\u00a0marketing automation<\/a>, omogo\u010da\u00a0dialog s kupcem<\/strong>\u00a0na teh sedemdestih odstotkih. Omogo\u010da\u00a0prehitevanje konkurence in vi\u0161jo prodajo<\/strong>.<\/p>\n

1. Dana\u0161nji kupec \u017eeli odnos z vami \u2026 ali s kom drugim<\/h2>\n

Kupec je na spletu, kjer nadebudno i\u0161\u010de, raziskuje in primerja. Dostikrat ve\u010d, kot bi si sploh \u017eeleli. Aberdeen Group in Oracle\u00a0zaklju\u010dujeta, da je\u00a0dostop do palete informacij o konkuren\u010dnih produktih pravzaprav klju\u010dni izziv<\/strong>, s katerim se soo\u010dajo vodje marketinga (vir: Learn How Modern Marketing Works<\/a>).<\/p>\n

Dinamika odnosa s kupcem se torej bistveno spreminja in odgovornost marketinga je, da ga ne spusti v kremplje konkurence. To lahko stori s\u00a0spremljanjem nakupne poti posameznega kupca<\/strong> in zagotavljanjem \u010dim ve\u010d uporabnih informacij, ki jih pri nakupnih odlo\u010ditvah potrebuje.<\/p>\n

Marketin\u0161ka tehnologija prinese prav to. Ve, da si je Marko \u017ee 3x ogledal opis in cenik va\u0161ih storitev na spletni strani, vedno okrog 10h zve\u010der. Ogledal si je tudi va\u0161o ekipo in dvakrat kliknil na kontaktni obrazec, a ga nikoli ni izpolnil. Nekaj ga torej zmoti. Marketing automation sistem vam pomaga Marka sploh identificirati in spremlja njegovo obna\u0161anje, omogo\u010dil pa vam je tudi, da ste mu v\u010deraj ob 10h zve\u010der poslali prijazno sporo\u010dilo z vabilom na neobvezno kavo. In ravno to je potreboval.<\/p>\n

2. Va\u0161 \u010das je preve\u010d dragocen, da ga ne bi posvetili kupcu – marketing avtomatizacija vam ga prihrani<\/h2>\n

Dolo\u010dene podatke o kupcu seveda \u017ee spremljate. Morda v tem trenutku \u0161e ne veste, katere podstrani si je ogledal Marko in kako je do njih pri\u0161el, a analitiko spletne strani imate. Veste, kako obiskana je va\u0161a spletna stran, od kod pridejo obiskovalci in kaj po\u010dnejo.<\/p>\n

Tovrstna\u00a0agregirana analitika je osredoto\u010dena na vas<\/strong>. Va\u0161o spletno stran, va\u0161e strani in profile na dru\u017eabnih omre\u017ejih \u2013 vas. Analizira obna\u0161anje skupine brezimenih obiskovalcev na va\u0161ih digitalnih premisah. Ti podatki so vsekakor uporabni za marsikatero poslovno odlo\u010ditev in izbolj\u0161avo, ne povedo pa vam veliko o posameznem kupcu.<\/p>\n

Sodobna marketin\u0161ka tehnologija pa vam omogo\u010da, da dejansko \u201cstopite v \u010devlje kupca\u201d, saj se fokusira nanj<\/strong>. Njegovo obna\u0161anje, \u017eelje in navade spremlja z individualnim fokusom in vam omogo\u010da tudi vzpostavljanje dialoga glede na zaznane \u017eelje. Zgornji primer z Markom lahko tako vzporedno izvede \u0161e s celo vrsto obiskovalcev in jih personalizirano naslovi glede na njihove preference. Ker marketin\u0161ka tehnologija omogo\u010da tudi veliko mero avtomatizacije (marketing automation<\/a>\u00a0ima tak\u0161no ime z razlogom), so prihranki \u010dasa lahko ob\u010dutni.<\/p>\n

3. Spremljanje kupca preko marketin\u0161ke avtomatizacije prina\u0161a prodajne rezultate<\/h2>\n

Marketin\u0161ka tehnologija pa pravzaprav ni le marketin\u0161ka<\/strong>. Marketing automation s spremljanjem obna\u0161anja kupca in komunikacije z njim od za\u010detka nakupne poti vse do prodajnega klica bele\u017ei pomembne informacije za prodajo. Predstavljajte si prodajnega Igorja, ki na mizo dobi seznam 50 imen, ki so sodelovali v nagradni igri za novega iPada \u2026 in to je to. In predstavljajte si prodajno Nata\u0161o, ki dobi listo 10 ljudi in poleg vsakega \u0161e natan\u010dne podatke, kaj jih\u00a0je zanimalo na spletni strani, katere ponudbene e-maile so odprli in kliknili, katere dokumente in cenike so si ogledali \u2026 mislite, da bo bolj uspe\u0161en Igor ali bo lovorike pobrala Nata\u0161a?<\/p>\n

Nata\u0161a ima manj kontaktov za preklic, a so ti pokazali visoko stopnjo interesa za njeno ponudbo. Marketin\u0161ki oddelek ji je priskrbel le najbolj kakovostne kontakte. Za delo bo torej porabila manj \u010dasa, izplen pa bo bistveno bolj\u0161i.\u00a0Zaradi marketin\u0161ke tehnologije je delo prodaje dosti bolj u\u010dinkovito.<\/strong>
\nMarketingarji danes nimamo enostavne naloge. Izzivi pripravljanja in dostavljanja najbolj\u0161e vsebine za kupca, zagotavljanja kakovostnih leadov za prodajo in dokazovanja svojo vrednost upravi so vsakodnevno na tapeti. Marketin\u0161ka tehnologija omogo\u010da doseganje zadanih ciljev\u00a0in s premi\u0161ljeno uporabo tudi bolj u\u010dinkovito delo.\u00a0Njeno poznavanje, uporaba in izkori\u0161\u010danje vseh prednosti, ki jih prina\u0161a, bo postalo (oziroma je \u017ee) klju\u010dna konkuren\u010dna prednost na trgu<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Oklevate z vpeljavo orodja za marketin\u0161ko avtomatizacijo? Tukaj so 3 razlogi, zakaj je vredno premisliti o prednostih, ki jih marketing automation prina\u0161a za vas in va\u0161ega kupca. Z vzpostavitvijo iskrenega in doslednega odnosa s svojim kupcem lahko dose\u017eete vi\u0161jo prodajo in prehitite konkurenco.<\/p>\n","protected":false},"author":9,"featured_media":1078,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"\n3 razlogi ZA marketin\u0161ko tehnologijo | Madwise<\/title>\n<meta name=\"description\" content=\"Marketing automation odgovarja na vse vi\u0161je zahteve digitalnega kupca. 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