{"id":605,"date":"2019-05-23T13:49:33","date_gmt":"2019-05-23T12:49:33","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=605"},"modified":"2019-07-22T12:55:43","modified_gmt":"2019-07-22T11:55:43","slug":"online-marketing-v-madarsku-marketingove-kanaly","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/cs\/online-marketing-v-madarsku-marketingove-kanaly\/","title":{"rendered":"Online marketing v Ma\u010farsku #4 | Marketingov\u00e9 kan\u00e1ly"},"content":{"rendered":"

Jak\u00e9 online marketingov\u00e9 kan\u00e1ly byste m\u011bli vyu\u017e\u00edvat v Ma\u010farsku?<\/h1>\n

Jednotliv\u00e9 marketingov\u00e9 kan\u00e1ly nefunguj\u00ed stejn\u011b v ka\u017ed\u00e9 zemi. Pokud d\u011bl\u00e1te online marketing v Ma\u010farsku m\u011bli byste zn\u00e1t co na z\u00e1kazn\u00edky funguje a kde se vyplat\u00ed investovat pen\u00edze. P\u0159in\u00e1\u0161\u00edme v\u00e1m best practice na\u0161ich klient\u016f p\u016fsob\u00edc\u00edch v Ma\u010farsku.<\/strong><\/p>\n

V na\u0161em p\u0159edchoz\u00edm \u010dl\u00e1nku jsme si p\u0159ibl\u00ed\u017eili ma\u010farsk\u00fdch z\u00e1kazn\u00edk\u016f<\/a>. Nyn\u00ed se poj\u010fme pod\u00edvat jak\u00e9 marketingov\u00e9 kan\u00e1ly funguj\u00ed nejl\u00e9pe.<\/p>\n

P\u0159i expanzi do jak\u00e9koliv nov\u00e9 zem\u011b si nejprve mus\u00edme stanovit, jak\u00e9 propaga\u010dn\u00ed kan\u00e1ly vyu\u017eijeme. Trend dne\u0161n\u00ed doby p\u0159eje zejm\u00e9na Googlu a Facebooku, kte\u0159\u00ed maj\u00ed v ka\u017ed\u00e9 zemi sv\u00e1 specifika. V \u017eeb\u0159\u00ed\u010dku top 10 dle n\u00e1v\u0161t\u011bvnosti podle SimilarWeb kraluje klasick\u00e9 trio Google, Facebook a Youtube. Ostatn\u00ed pozice jsou v\u0161ak ji\u017e obsazeny m\u00edstn\u00edmi hr\u00e1\u010di.<\/p>\n

\"\"<\/p>\n

Vyhled\u00e1v\u00e1n\u00ed = Google search<\/strong><\/h2>\n

V Ma\u010farsku se krom\u011b Googlu nevyu\u017e\u00edv\u00e1 \u017e\u00e1dn\u00fd jin\u00fd vyhled\u00e1va\u010d. Slu\u017eby jakou jsou Yahoo! a Bing maj\u00ed zanedbateln\u00fd pod\u00edl na trhu. St\u00e1le v\u011bt\u0161\u00ed mno\u017estv\u00ed firem inzeruje ve vyhled\u00e1vac\u00ed s\u00edti Google. Kampan\u011b jsou st\u00e1le sofistikovan\u011bj\u0161\u00ed a d\u00edky r\u016fstu konkurence roste tak\u00e9 cena za proklik, kter\u00e1 je ale je\u0161t\u011b st\u00e1le ni\u017e\u0161\u00ed v porovn\u00e1n\u00ed s \u010ceskem nebo Slovenskem. Pod\u00edvejme se na n\u011bkolik p\u0159\u00edklad\u016f. Pro lep\u0161\u00ed srovn\u00e1n\u00ed jsme vybrali takov\u00e1 kl\u00ed\u010dov\u00e1 slova, kter\u00e1 jsou celosv\u011btov\u00e1.<\/span><\/p>\n\n\n\n\n\n\n\n
Kl\u00ed\u010dov\u00e9 slovo<\/b><\/td>\nCZ<\/b><\/td>\nSK<\/b><\/td>\nHU<\/b><\/td>\n<\/tr>\n
Nike air force<\/span><\/td>\n0,36<\/span><\/td>\n0,19<\/span><\/td>\n0,16<\/span><\/td>\n<\/tr>\n
iPhone 8 plus<\/span><\/td>\n0,28<\/span><\/td>\n0,27<\/span><\/td>\n0,14<\/span><\/td>\n<\/tr>\n
Lenovo notebook<\/span><\/td>\n0,30<\/span><\/td>\n0,22<\/span><\/td>\n0,24<\/span><\/td>\n<\/tr>\n
Protein<\/span><\/td>\n0,62<\/span><\/td>\n0,42<\/span><\/td>\n0,39<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Kdy\u017e jsou va\u0161e produkty vyhled\u00e1van\u00e9, \u010di p\u0159\u00edpadn\u011b c\u00edl\u00edte na longtaily, tak v\u00e1m Google Ads (doned\u00e1vna Google Adwords) na Slovensku p\u0159in\u00e1\u0161\u00ed dobr\u00e9 v\u00fdsledky. S nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed to tak bude i v Ma\u010farsku, nen\u00ed to v\u0161ak v\u017edy pravidlem. Ur\u010dit\u011b si p\u0159ed vytv\u00e1\u0159en\u00edm kampan\u011b pod\u00edvejte na \u010detnost vyhled\u00e1v\u00e1n\u00ed. Mo\u017en\u00e1 v\u00e1m bude sta\u010dit Google Translate, ale daleko lep\u0161\u00ed mo\u017enost\u00ed je rodil\u00fd mluv\u010d\u00ed. Pro hlub\u0161\u00ed anal\u00fdzu doporu\u010dujeme Marketing Miner. V Ma\u010farsku v\u0161ak nejsou podporov\u00e1ny v\u0161echny funkce. My vyu\u017e\u00edv\u00e1me Ahrefs, kter\u00fd je v pom\u011bru ceny a kvality dobrou volbou. Vyu\u017eijete ho od anal\u00fdzy kl\u00ed\u010dov\u00fdch slov p\u0159es content gap anal\u00fdzu a\u017e po link building. Podobn\u00fd n\u00e1stroj jako Ahrefs je nap\u0159\u00edklad SEMrush, kter\u00fd t\u00e9\u017e podporuje Ma\u010farsko.<\/span><\/p>\n

Soci\u00e1ln\u00ed s\u00edt\u011b<\/strong><\/h2>\n

Facebook vyu\u017e\u00edv\u00e1 60% ma\u010farsk\u00e9 populace, tedy zhruba 5,8 mil. lid\u00ed. V\u011bt\u0161ina ho pak nav\u0161t\u011bvuje n\u011bkolikr\u00e1t do t\u00fddne. Mezi nejv\u011bt\u0161\u00ed \u010d\u00e1st u\u017eivatel\u016f pat\u0159\u00ed mu\u017ei mezi 25-34 roky a \u017eeny mezi 35-44 roky. Instagram m\u00e1 podstatn\u011b m\u00e9n\u011b u\u017eivatel\u016f a to jen 1,7 mil. V\u011bkov\u00fd pr\u016fm\u011br je tu ni\u017e\u0161\u00ed, podobn\u011b jako u n\u00e1s. Po\u010det u\u017eivatel\u016f se v\u0161ak neust\u00e1le zvy\u0161uje. Trendem se tak\u00e9 st\u00e1v\u00e1 omezen\u00ed aktivit na Facebooku t\u011bch u\u017eivatel\u016f, kte\u0159\u00ed jsou aktivn\u00ed pr\u00e1v\u011b na Instagramu. Dal\u0161\u00edm faktem, pro\u010d je Instagram t\u0159eba br\u00e1t v\u00e1\u017en\u011b, je m\u011bs\u00ed\u010dn\u00ed n\u00e1v\u0161t\u011bvnost Instagramu: 1,3 mil. co\u017e je v\u00edce ne\u017e v \u010cesku.<\/span><\/p>\n

Email marketing<\/strong><\/h2>\n

Zaj\u00edmavost\u00ed je v\u00fdsledek pr\u016fzkumu eCommerce Hungary z roku 2018 kter\u00fd ukazuje, \u017ee 45% e-shop\u016f v\u016fbec nepos\u00edl\u00e1 newsletter. To m\u016f\u017ee b\u00fdt zaj\u00edmav\u00e1 p\u0159\u00edle\u017eitost pro nov\u00e9 e-shopy. U n\u00e1s pou\u017e\u00edv\u00e1me a testujeme n\u011bkolik platforem pro email marketing – Mailchimp, ActiveCampaign \u010di Samba.ai.<\/span><\/p>\n

V\u00fdkon desktop reklam vs. mobiln\u00edch reklam<\/strong><\/h2>\n

Podle pr\u016fzkumu z roku 2017 poch\u00e1z\u00ed 64% online trafficu st\u00e1le je\u0161t\u011b z desktopu. Dal\u0161\u00edch 33% p\u0159ich\u00e1z\u00ed z mobilu a zbytek z jin\u00fdch za\u0159\u00edzen\u00ed, v\u011bt\u0161inou tablet\u016f. Faktem v\u0161ak je, \u017ee oproti roku 2016 traffic z dektopu poklesl o 16% a z mobilu naopak vzrostl o 61%. Pokud p\u0159edpokl\u00e1d\u00e1me, \u017ee tento trend bude pokra\u010dovat (a v\u0161e tomu nasv\u011bd\u010duje), tak se do roku 2020 tento pom\u011br oto\u010d\u00ed ve prosp\u011bch mobil\u016f. Je v\u0161ak t\u0159eba rozli\u0161ovat mezi trafficem a konverzemi. Pravdou je, \u017ee v\u011bt\u0161ina objedn\u00e1vek p\u0159ich\u00e1z\u00ed st\u00e1le z pc a v\u00fdvoj zde nen\u00ed tak rychl\u00fd jako u mobil\u016f. Tento jev se d\u00e1 vysv\u011btlit tak, \u017ee si lid\u00e9 produkty nejd\u0159\u00edve prohl\u00ed\u017eej\u00ed na e-shopech p\u0159es mobil (nap\u0159\u00edklad p\u0159i cest\u011b do pr\u00e1ce), ale n\u00e1kup si nechaj\u00ed na doma, kde maj\u00ed klid a mohou zv\u00e1\u017eit, zda n\u00e1kup uskute\u010dn\u00ed.<\/span><\/p>\n

Rostouc\u00ed trend v\u00fdkonu na mobiln\u00edch za\u0159\u00edzen\u00edch zaznamen\u00e1v\u00e1me i my u na\u0161ich klient\u016f. Pozorovali jsme kliky, n\u00e1klady a obrat u jednoho z na\u0161ich klient\u016f. \u010casov\u00e9 rozmez\u00ed je mezi dubnem 2018 a dubnem 2019.<\/span><\/p>\n

\"\"<\/p>\n

Prokliky na web z reklamy na mobilech st\u00e1le rostou. Moment\u00e1ln\u011b tvo\u0159\u00ed 72% cel\u00e9ho trafficu z Google Ads. Je\u0161t\u011b v\u00edce narostly objedn\u00e1vky z mobilu, kter\u00e9 tento rok p\u0159es\u00e1hly magick\u00fdch 50%. Dote\u010f vl\u00e1dl v dokon\u010dov\u00e1n\u00ed objedn\u00e1vek desktop, nyn\u00ed v\u0161ak prob\u00edh\u00e1 v\u00edce n\u00e1kup\u016f na mobilu. Proto je d\u016fle\u017eit\u00e9 nezapomenout na optimalizaci va\u0161eho webu pro mobily.<\/span><\/p>\n

Konverzn\u00ed pom\u011br<\/strong><\/h2>\n

Co to vlastn\u011b je? Definice konverzn\u00edho pom\u011bru podle Google Ads zn\u00ed takto: Pr\u016fm\u011brn\u00fd po\u010det konverz\u00ed na jednu interakci s reklamou, vyj\u00e1d\u0159en\u00fd jako procentu\u00e1ln\u00ed hodnota.<\/span><\/p>\n

Pro snaz\u0161\u00ed benchmarking m\u00e1me je\u0161t\u011b jeden tip. Pr\u016fm\u011brn\u00fd konverzn\u00ed pom\u011br nap\u0159\u00ed\u010d segmenty v Ma\u010farsku je 1,37%. Daleko v\u011bt\u0161\u00ed d\u016fv\u011bru maj\u00ed tradi\u010dn\u00ed e-shopy, kter\u00e9 jsou na trhu alespo\u0148 5 let. Jejich konverzn\u00ed pom\u011br dosahuje t\u00e9m\u011b\u0159 2%. Daleko t\u011b\u017e\u0161\u00ed to maj\u00ed nov\u00e9 e-shopy. Pr\u016fm\u011brn\u00fd e-shop, kter\u00fd vznikl v pr\u016fb\u011bhu roku 2017 dosahoval do konce roku na konverzn\u00ed pom\u011br 0,82%.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Jak\u00e9 online marketingov\u00e9 kan\u00e1ly byste m\u011bli vyu\u017e\u00edvat v Ma\u010farsku? Jednotliv\u00e9 marketingov\u00e9 kan\u00e1ly nefunguj\u00ed stejn\u011b v ka\u017ed\u00e9 zemi. Pokud d\u011bl\u00e1te online marketing v Ma\u010farsku m\u011bli byste zn\u00e1t co na z\u00e1kazn\u00edky funguje a kde se vyplat\u00ed investovat pen\u00edze. P\u0159in\u00e1\u0161\u00edme v\u00e1m best practice na\u0161ich klient\u016f p\u016fsob\u00edc\u00edch v Ma\u010farsku. V na\u0161em p\u0159edchoz\u00edm \u010dl\u00e1nku jsme si p\u0159ibl\u00ed\u017eili ma\u010farsk\u00fdch z\u00e1kazn\u00edk\u016f. Nyn\u00ed […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-605","post","type-post","status-publish","format-standard","hentry","category-uncategorized-cs","blog_tags-expanze"],"yoast_head":"\nOnline marketing v Ma\u010farsku #4 | Marketingov\u00e9 kan\u00e1ly<\/title>\n<meta name=\"description\" content=\"Online marketing nefunguje stejn\u011b v ka\u017ed\u00e9 zemi. Pokud expandujete do Ma\u010farska m\u011bli byste zn\u00e1t co na z\u00e1kazn\u00edky funguje a kde se vyplat\u00ed investovat pen\u00edze. P\u0159in\u00e1\u0161\u00edme v\u00e1m best practice na\u0161ich klient\u016f p\u016fsob\u00edc\u00edch v Ma\u010farsku.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.6clickz.com\/cs\/online-marketing-v-madarsku-marketingove-kanaly\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Online marketing v Ma\u010farsku #4 | Marketingov\u00e9 kan\u00e1ly\" \/>\n<meta property=\"og:description\" content=\"Online marketing nefunguje stejn\u011b v ka\u017ed\u00e9 zemi. Pokud expandujete do Ma\u010farska m\u011bli byste zn\u00e1t co na z\u00e1kazn\u00edky funguje a kde se vyplat\u00ed investovat pen\u00edze. P\u0159in\u00e1\u0161\u00edme v\u00e1m best practice na\u0161ich klient\u016f p\u016fsob\u00edc\u00edch v Ma\u010farsku.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.6clickz.com\/cs\/online-marketing-v-madarsku-marketingove-kanaly\/\" \/>\n<meta property=\"og:site_name\" content=\"6clickz\" \/>\n<meta property=\"article:published_time\" content=\"2019-05-23T12:49:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-07-22T11:55:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2019\/05\/fb-post-cover-1-cz.png\" \/>\n<meta name=\"author\" content=\"Gabriel Jur\u010do\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Online marketing v Ma\u010farsku #4 | Marketingov\u00e9 kan\u00e1ly\" \/>\n<meta name=\"twitter:description\" content=\"Online marketing nefunguje stejn\u011b v ka\u017ed\u00e9 zemi. Pokud expandujete do Ma\u010farska m\u011bli byste zn\u00e1t co na z\u00e1kazn\u00edky funguje a kde se vyplat\u00ed investovat pen\u00edze. 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