{"id":700,"date":"2015-08-17T00:00:00","date_gmt":"2015-08-16T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/08\/17\/4-nujne-sestavine-za-marketing-automation\/"},"modified":"2023-04-28T09:07:46","modified_gmt":"2023-04-28T07:07:46","slug":"4-nujne-sestavine-za-marketing-automation","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/4-nujne-sestavine-za-marketing-automation\/","title":{"rendered":"4 nujne sestavine za marketing automation"},"content":{"rendered":"

O marketing automation re\u0161itvah<\/a> se govori. Tudi mi precej radi kaj povemo na temo: kaj je marketing automation oziroma marketin\u0161ka avtomatizacija<\/a>.
\nPreberete lahko, da marketing automation omogo\u010da komunikacijo z digitalnim kupcem \u017ee na za\u010detku njegove nakupne poti<\/strong>. S pomo\u010djo sistema veste, kak\u0161ne vsebine potrebuje in mu te lahko tudi dostavite ravno takrat, ko jih potrebuje. Rezultat so kraj\u0161e nakupne poti in vi\u0161ja prodaja.<\/strong><\/p>\n

Samo delovanje in prednosti re\u0161itve so podrobneje predstavljeni v na\u0161em Marketing automation vodi\u010du<\/a>. Zapisano pa je tudi, da marketing automation ni samostoje\u010de orodje, ki ga kupimo, postavimo v kot in daje navdu\u0161ujo\u010de rezultate sam od sebe. To se morda sli\u0161i kot\u00a0disclaimer<\/em>, drobni tisk, v katerem se ponudniki zavarujejo pred morebitnimi neuspehi, a ni \u010disto tako.\u00a0Vsak informacijski sistem potrebuje \u010dlove\u0161ko pamet, ki ve, kaj \u017eeli z njim dose\u010di in kako namerava do tja priti<\/strong>.<\/p>\n

Spodnja vpra\u0161anja so navdih za u\u010dinkovito komunikacijo z digitalnim kupcem. Obenem predstavljajo tudi temelj uspe\u0161ne vpeljave marketing automation sistema. Lahko se jih lotimo pred samim izborom ponudnika, lahko pa potekajo vzporedno z implementacijo sistema. Ta zna biti koristno ogrodje in postavlja prava vpra\u0161anja.<\/p>\n

1. Kaj ho\u010dem dose\u010di z marketingom in kje pride v zgodbo marketing automation?<\/h2>\n

Kaj je cilj va\u0161ega digitalnega marketinga? \u017delite, da va\u0161e podjetje pozna \u0161iroka mno\u017eica ali le ni\u0161na skupina nekaj posameznikov, ki se spoznajo na va\u0161o bran\u017eo? Imate spletno trgovino ali \u017eelite na spletu pridobivati le kontaktne podatke?<\/p>\n

Za doseganje razli\u010dnih ciljev so poti seveda razli\u010dne. Tudi uporabnost avtomatizacije je druga\u010dna za spodbujanje (dodatnih) nakupov v spletni trgovini ali za segrevanje potencialnih kupcev zahtevnih poslovnih re\u0161itev.\u00a0Opredelitev \u017eelenega rezultata igra klju\u010dno vlogo pri izboru pravega marketing automation sistema in njegovi uporabi<\/strong>.\u00a0Dolo\u010danje marketin\u0161kih ciljev je tudi predpogoj za kakovostno analitiko in optimizacijo.<\/strong>\u00a0Cilji so tisti, ki vso mno\u017eico zbranih podatkov lahko prevedejo v\u00a0uporabne informacije<\/a>.<\/p>\n

2. Kdo so moji kupci?<\/h2>\n

V svetu spleta in digitalnih orodij ima kupec mo\u010d in dostop do informacij. Je (\u010de le \u017eeli biti) izredno informiran in zahteven ter malce nepotrpe\u017eljiv.<\/p>\n

Marketing automation dostavlja prave vsebine pravim ljudem ob pravem \u010dasu, se spomnite? Za to mu morate povedati, kdo so pravi ljudje, kaj jim je v\u0161e\u010d in kako se obna\u0161ajo. Z drugimi besedami \u2013 morate pripraviti\u00a0persone<\/strong>.<\/p>\n

Recimo, da imamo spletno trgovino z zdravo prehrano. Potem je na\u0161a persona, klju\u010dna osebna v prodajnem procesu, Anita, 31-letna mamica male Zoje. Za svojo dru\u017eino (Zoja ima tudi o\u010dka Tadeja, ki pa pri prehrani nima kaj dosti besede) posku\u0161a pripravljati hranljive obroke, ki ne zahtevajo veliko \u010dasa. Dela v zasebnem podjetju, kjer se \u017eeli izkazati in najmanj 3x na teden hodi v fitnes. Pomembno ji je, kako izgleda in \u010deprav se zaveda, kako pomembno je trdo delo, ima rada \u2018\u010dude\u017ene re\u0161itve\u2019. Anita nima veliko \u010dasa, ki bi ga na spletu lahko pre\u017eivela zase, ve\u010dinoma le pozno zve\u010der, ko Zoja \u017ee spi. Ve\u010d, ko vemo o Aniti, bolj se ji lahko prilagodimo.<\/p>\n

A \u017ee iz tega kratkega opisa lahko zaklju\u010dimo, da bomo Aniti po\u0161iljali sporo\u010dila okrog 22h, da bodo vsebovala zdrave recepte za jedi, ki se jih hitro pripravi in da bodo vsebovali kakovostne\u00a0sestavine, ki jih majhen otrok potrebuje. V\u010dasih pa bo vsebina \u010disto samo za Anito \u2013 kak\u0161na bolj dragocena (in dra\u017eja) \u017eivila, ki ob dana\u0161njem tempu omogo\u010dajo ravnovesje. \u010ce ji omogo\u010dimo \u0161e hiter in enostaven nakup, bo na\u0161o trgovino rada obiskovala.<\/p>\n

Klju\u010dne osebe v va\u0161em prodajnem procesu si zaslu\u017eijo podrobnega poznavanja<\/strong>. Ve\u010d o pripravi nakupnih person lahko preberete\u00a0tukaj<\/a>.<\/p>\n

3. Kak\u0161ne vsebine \u017ee imamo in kako jih lahko uporabim?<\/h2>\n

O vsebinskem marketingu se v zadnjem \u010dasu veliko razpravlja in tudi Madwise ga obo\u017euje. Vendar ustvarjanje vsebin za podjetja ni novost. Na spletnih straneh se nahaja ogromno vsebin \u2013 od predstavitev poslovnih izzivov in dogovorov nanje, do primerov dobrih praks, predstavitev produktov, pogostih vpra\u0161anj, \u2026 da o vsej vsebini, ki le\u017ei v e-po\u0161tnih predalih, sploh ne govorimo.<\/p>\n

Novo pa je, da\u00a0koncept vsebinskega marketinga prinese tudi celostno strategijo, kaj z vsebinami po\u010deti, kak\u0161nim poslovnim ciljem slu\u017eijo, kako najbolje naslavljajo \u017eelene bralce in katere distribucijske kanale potrebujejo.<\/strong>\u00a0Pri tem strate\u0161kem delu je marketing automation v veliko pomo\u010d \u2013 zbira informacije o obna\u0161anju in preferencah (potencialnih) kupcev in na podlagi teh podatkov distribuira relevantne vsebine ob pravem \u010dasu in na pravem kanalu.<\/p>\n

S pripravo person ste poglobljeno spoznali va\u0161ega kupca in kako nakupuje. Vidite lahko, kako je potrebno obstoje\u010de vsebine prilagoditi (\u010de sploh) njegovi nakupni poti in ali je za kak\u0161en del potrebno odgovore \u0161e pripraviti.<\/p>\n

4. Kako poteka na\u0161 (celoten!) prodajni proces?<\/h2>\n

Prodajni proces se ne pri\u010dne, ko prodaja zabele\u017ei prilo\u017enost (lead<\/em>,\u00a0opportunity<\/em>, vstavite ustreznico, ki jo uporablja va\u0161e podjetje). Prodajni proces se pri\u010dne, ko kupec za\u010dne razmi\u0161ljati o svojem izzivu.<\/p>\n

Preko 70% nakupne poti se zgodi na spletu. Tam se mora za\u010deti tudi prodaja \u2013 oziroma marketing. Skupaj sestavljata\u00a0prodajni proces podjetja<\/a>.<\/strong><\/p>\n

V uspe\u0161nih podjetjih marketing in prodaja sodelujeta. Razumeta, da se njuno delo ne vrti okrog internih oddelkov, temve\u010d okrog kupca. Tako skupaj ugotovita, kako poteka nakupna pot njunega kupca in ustrezno prilagodita celoten prodajni proces. Natan\u010dno dore\u010deta, kdo je odgovoren za posamezen del nakupne poti in se redno pogovarjata o tako napredku potencialnih kupcev kot optimizaciji procesov.<\/p>\n

Jasna razdelitev odgovornosti in redna komunikacija sta izredno pomembna, tako prodaja kot marketing pa ne smeta pozabiti, da je sam proces potrebno preverjati in izbolj\u0161evati. Tudi nakupne poti se \u0161e vedno spreminjajo.<\/p>\n

Ali zares potrebujemo marketing automation?<\/h2>\n

Zgornja \u0161tiri vpra\u0161anja so namenjena razmisleku \u2013 o va\u0161em kupcu in o vas. Poznavanje nakupne poti va\u0161ega digitalnega kupca je klju\u010dno za vzpostavitev u\u010dinkovitega prodajnega procesa. Tak\u0161nega, kjer marketing in prodaja stremita k istim ciljem. Tak\u0161nega se spla\u010da avtomatizirati.<\/p>\n","protected":false},"excerpt":{"rendered":"

O marketing automation re\u0161itvah se govori. Tudi mi precej radi kaj povemo na temo: kaj je marketing automation oziroma marketin\u0161ka avtomatizacija. Preberete lahko, da marketing automation omogo\u010da komunikacijo z digitalnim kupcem \u017ee na za\u010detku njegove nakupne poti. S pomo\u010djo sistema veste, kak\u0161ne vsebine potrebuje in mu te lahko tudi dostavite ravno takrat, ko jih potrebuje. […]<\/p>\n","protected":false},"author":9,"featured_media":1084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-700","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"\n4 nujne sestavine za marketing automation | Madwise<\/title>\n<meta name=\"description\" content=\"Marketing automation omogo\u010da komunikacijo s kupcem \u017ee na za\u010detku njegove nakupne poti. Rezultat so kraj\u0161e nakupne poti in vi\u0161ja prodaja. Preverite.\" \/>\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\/4-nujne-sestavine-za-marketing-automation\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 nujne sestavine za marketing automation | Madwise\" \/>\n<meta property=\"og:description\" content=\"Marketing automation omogo\u010da komunikacijo s kupcem \u017ee na za\u010detku njegove nakupne poti. Rezultat so kraj\u0161e nakupne poti in vi\u0161ja prodaja. 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