{"id":909,"date":"2018-07-11T00:00:00","date_gmt":"2018-07-10T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2018\/07\/11\/zakaj-slepo-sledenje-trendom-v-marketingu-obicajno-vodi-navzdol\/"},"modified":"2023-04-28T09:08:00","modified_gmt":"2023-04-28T07:08:00","slug":"zakaj-slepo-sledenje-trendom-v-marketingu-obicajno-vodi-navzdol","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/zakaj-slepo-sledenje-trendom-v-marketingu-obicajno-vodi-navzdol\/","title":{"rendered":"Zakaj slepo sledenje trendom v marketingu obi\u010dajno vodi navzdol"},"content":{"rendered":"

V zadnjem \u010dasu ne mine poslovni pogovor, v katerem ne bi omenjali sprememb. Ni\u010d ve\u010d ni tako, kot je bilo. Jutri ni\u010d ve\u010d ne bo tako, kot je danes. Stalne spremembe so danes edina konstanta.<\/strong> \u0160e nikoli prej ni bilo bolj vznemirljivo delati v marketingu in \u0161e nikoli prej ni bilo bolj te\u017eko. Zato verjetno ni presenetljivo, da vse preve\u010dkrat opa\u017eam, kako podjetja slepo sledijo vsakemu novemu trendu, ki se pojavi na trgu, brez prave spletne strategije<\/a>. Oddelek marketinga mora uporabljati vse prijeme, biti prisoten na vseh kanalih in uporabljati vse najnovej\u0161e tehnologije. <\/span><\/p>\n

Res mora?<\/span><\/h2>\n

Ne, ni treba. Podjetje mora imeti strategijo\u00a0in trdno postavljene temelje za vsako odlo\u010ditev, ki jo sprejme.<\/strong> Podjetje ima lahko izjemen profil na Instagramu, veliko \u0161tevilo sledilcev, v\u0161e\u010dkov in komentarjev, a \u010de ta komunikacijski kanal nima svojega mesta v prodajnem lijaku<\/a>, \u010de publike, ki nas na Instagramu obo\u017euje, ne \u201codpeljemo\u201d na na\u0161o odli\u010dno optimizirano pristajalno stran<\/a> in jih postavimo le korak od zaklju\u010dka prodajnega procesa, nismo naredili prav veliko. <\/span><\/p>\n

To bi lahko primerjali s \u010dudovitim podstre\u0161nim stanovanjem, ki ga zgradimo v hi\u0161i brez temeljev in brez strehe. Hi\u0161a prav dolgo ne bo stala, hkrati pa nam bo ob vsakem de\u017eju zamakalo. Tako kot vsaka hi\u0161a potrebuje temelje in streho, vsak marketing potrebuje strategijo in to\u010dno razdelane korake v <\/strong>prodajnem procesu. <\/a><\/span><\/p>\n

Previsoki cilji<\/span><\/h2>\n

Poleg slepega sledenja najnovej\u0161im trendom pa v oddelkih marketinga in podjetjih nasploh pogosto opa\u017eam \u0161e eno napako. Skoraj vsi si postavljajo preve\u010d in previsoke cilje. Prepri\u010dan sem, da se vam je enako \u017ee ve\u010dkrat zgodilo v privatnem \u017eivljenju. Ho\u010dete shuj\u0161ati? Veste, da morate spremeniti prehrano, se ve\u010d gibati, v slu\u017ebo hoditi pe\u0161 ali s kolesom in sprejeti \u0161e kak\u0161ne podobne ukrepe. Vse \u017eelite narediti takoj. \u017de naslednji dan bi radi pretekli 5 kilometrov, v slu\u017ebo greste pe\u0161, nakupite veliko zelenjave in sadja, na koncu dneva pa vam po treningu, nad katerim ste razo\u010darani, saj ste lahko pretekli le dober kilometer, zmanjka \u010dasa in volje za pripravo zdravega obroka in naro\u010dite si pico. Enako je v marketingu. Moramo si postavljati dosegljive cilje in pot do uspeha za\u010drtati po korakih.<\/strong><\/span><\/p>\n

Lotite se vsakega kanala posebej<\/span><\/h2>\n

Ampak \u0161ele, ko ste postavili temelje. \u010ce nimate strategije, potem je to va\u0161a prva doma\u010da naloga.<\/strong> Vsako podjetje, vsaka blagovna znamke mora dobro poznati svojo ciljno skupino<\/a>. \u010ce jo poznate, potem tudi veste kateri komunikacijski kanali so za doseganje va\u0161ih ciljev najpomembnej\u0161i. Osredoto\u010dite se na njih in jih izpilite do potankosti. Zakaj si ne bi vzeli tri mesece \u010dasa za optimizacijo spletne strani<\/strong><\/a>? Testirajte, optimizirajte, testirajte in dose\u017eite \u017eeleno konverzijo. Po treh mesecih se osredoto\u010dite na naju\u010dinkovitej\u0161i vir prometa. Je to va\u0161a Facebook stran, morda e-po\u0161ta, ki jo po\u0161iljate ali pa newsletter? Lotite se tega kanala in ugotovite, kaj najbolje deluje.<\/span><\/p>\n

Skakanje s trenda na trend lahko prinese kratkoro\u010dne rezultate. Morda je to res najbolj o\u010ditna in direktna pot, da pritegnete pozornost in kratkoro\u010dno dvignete promet, a sledenje ostalim obi\u010dajno povzro\u010di, da skrenete s svoje poti. Hitro se vam lahko zgodi, da izgubite stik s svojo blagovno znamko, s svojo zgodbo, s svojimi vrednotami in kulturo. <\/span><\/p>\n

Ne pravim vam, da se zaprite v svoj mehur\u010dek in se ne ukvarjate s svetom tam zunaj. Nikakor. Svet tam zunaj je \u0161e kako pomemben. A opazujte ga kriti\u010dno in ocenite, kaj vam lahko koristi in kaj \u0161koduje. Najve\u010dje prilo\u017enosti obi\u010dajno tako ali tako le\u017eijo tam, kjer jih sploh niste pri\u010dakovali. Ne postavljajte si previsokih ciljev, ki jih ne morete dose\u010di in ne bodite nepremi\u0161ljen sledilec. Le kreativno in inovativno re\u0161evanje izzivov vas bo popeljalo na vrh in takrat bodo drugi sledili trendom, ki jih vi postavljate.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Je res nujno za marketin\u0161ki uspeh poznati vse trende in jim slediti? Tukaj je bolj\u0161i pristop za uvajanje sprememb v va\u0161e poslovanje. V \u010dlanku spoznajte, zakaj je v marketingu bolje slediti dobro zastavljeni strategiji, dosegljivim ciljem in jasnim korakom kot pa trendom.<\/p>\n","protected":false},"author":14,"featured_media":1233,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-izdelava-digitalne-strategije","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"\nZakaj slepo sledenje trendom v marketingu obi\u010dajno vodi navzdol<\/title>\n<meta name=\"description\" content=\"Prevladuje prepri\u010danje, da mora marketing uporabljati vse prijeme, biti prisoten na vseh kanalih in uporabljati vse tehnologije. 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