a) V\u017edy kampa\u0148 do detailu a v\u010das napl\u00e1nujte\u00a0<\/strong><\/p>\nPrvn\u00edm, naprosto kl\u00ed\u010dov\u00fdm bodem p\u0159i vytv\u00e1\u0159en\u00ed marketingov\u00e9 kampan\u011b je jej\u00ed d\u016fsledn\u00e9 napl\u00e1nov\u00e1n\u00ed. S touto p\u0159\u00edpravou je nutn\u00e9 za\u010d\u00edt s dostate\u010dn\u00fdm \u010dasov\u00fdm p\u0159edstihem v\u016f\u010di po\u017eadovan\u00e9mu term\u00ednu spu\u0161t\u011bn\u00ed. Kampan\u011b \u201cna posledn\u00ed chv\u00edli\u201d maj\u00ed negativn\u00ed efekt a t\u00e9m\u011b\u0159 jist\u011b jen vyhod\u00ed investovan\u00e9 pen\u00edze z okna. Nav\u00edc mohou pokazit reputaci zna\u010dky.<\/p>\n
Na co se p\u0159i pl\u00e1nov\u00e1n\u00ed kampan\u011b soust\u0159edit? Rozhodn\u011b je nutn\u00e9\u00a0zmapovat konkurenci<\/strong>. Pod\u00edvat se na jej\u00ed aktu\u00e1ln\u00ed kroky a zhodnotit vlastn\u00ed pozici v p\u016fsoben\u00ed mezi n\u00ed. D\u00e1le je nezbytn\u00e9 promyslet\u00a0strategii<\/strong>,\u00a0zp\u016fsob komunikace<\/strong>\u00a0a\u00a0zpr\u00e1vu<\/strong>, kterou chceme kampan\u00ed p\u0159edat. S t\u00edm souvis\u00ed p\u0159\u00edprava\u00a0extern\u00ed spolupr\u00e1ce<\/strong>, nap\u0159\u00edklad s influencery. Z\u00e1m\u011brem je osloven\u00ed z\u00e1kazn\u00edk\u016f skrze konkr\u00e9tn\u00ed osoby \u010di spole\u010dnosti,\u00a0PR \u010dl\u00e1nky<\/strong>,\u00a0blogov\u00e9 p\u0159\u00edsp\u011bvky\u00a0<\/strong>apod. V neposledn\u00ed \u0159ad\u011b je extr\u00e9mn\u011b d\u016fle\u017eit\u00e9 prov\u011b\u0159it\u00a0technologick\u00e9 zabezpe\u010den\u00ed,<\/strong>\u00a0kter\u00e9 kampa\u0148 a jej\u00ed c\u00edlenou z\u00e1t\u011b\u017e unese. Technick\u00e9 pot\u00ed\u017ee jsou pro \u00fa\u010dely kampan\u011b smrteln\u00e9.<\/p>\nDo pl\u00e1nov\u00e1n\u00ed kampan\u011b pat\u0159\u00ed tak\u00e9 takzvan\u00fd\u00a0follow-up<\/strong>. Nov\u011b z\u00edskan\u00e9 z\u00e1kazn\u00edky je nutn\u00e9 si udr\u017eet, tedy z\u00edskat je skute\u010dn\u011b, nikoliv jen letm\u00fdm pov\u0161imnut\u00edm. Toho lze dos\u00e1hnout pouze v\u010dasnou p\u0159\u00edpravou pr\u00e1v\u011b ji\u017e b\u011bhem pl\u00e1nov\u00e1n\u00ed cel\u00e9 kampan\u011b. V jej\u00edm pr\u016fb\u011bhu nebo po jej\u00edm skon\u010den\u00ed je ji\u017e na p\u0159em\u00fd\u0161len\u00ed nad retenc\u00ed z\u00e1kazn\u00edk\u016f pozd\u011b.<\/p>\n <\/p>\n
b) Jasn\u011b si ur\u010dete smysl kampan\u011b\u00a0<\/strong><\/p>\nM\u00e1-li kampa\u0148 sklidit ovoce, je nutn\u00e9 si p\u0159edem jasn\u011b uv\u011bdomit, jak\u00e9 ovoce je v tomto p\u0159\u00edpad\u011b pot\u0159eba. Pokl\u00e1dejte si ot\u00e1zky: \u201cJak\u00fd je n\u00e1\u0161 c\u00edl?\u201d, \u201c\u010ceho chceme dos\u00e1hnout?\u201d, \u201cPro\u010d to d\u011bl\u00e1me?\u201d. Ur\u010dit si zcela jasn\u00fd a konkr\u00e9tn\u00ed c\u00edl kampan\u011b je jedn\u00edm z nejd\u016fle\u017eit\u011bj\u0161\u00edch krok\u016f, kter\u00fd d\u00e1 cel\u00e9mu procesu formu, strukturu a zejm\u00e9na sm\u011br k \u00fasp\u011bchu.<\/p>\n
P\u0159\u00edklady funk\u010dn\u00edch c\u00edl\u016f marketingov\u00e9 kampan\u011b:\u00a0<\/strong><\/p>\n\n- Doprodej \u201cle\u017e\u00e1k\u016f\u201d \u2013 zbo\u017e\u00ed, je\u017e aktu\u00e1ln\u011b zbyte\u010dn\u011b zat\u011b\u017euje sv\u00fdmi n\u00e1klady na skladov\u00e1n\u00ed, nap\u0159. sez\u00f3nn\u00ed zbo\u017e\u00ed<\/li>\n
- Zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o zna\u010dce<\/li>\n
- Zv\u00fd\u0161en\u00ed retence \u2013 obvykle ni\u017e\u0161\u00ed n\u00e1klady na kampa\u0148, jeliko\u017e jde o c\u00edlen\u00ed na ji\u017e z\u00edskan\u00e9 kontakty<\/li>\n
- Z\u00edsk\u00e1n\u00ed nov\u00fdch kontakt\u016f \/ z\u00e1kazn\u00edk\u016f<\/li>\n
- Zv\u00fd\u0161en\u00ed obratu skrze pos\u00edlen\u00ed AOV (Average Order Value) \u2013 typick\u00e9 jsou akce \u201c2+1 zdarma\u201d \u2013 nejde tedy o slevu, n\u00fdbr\u017e z\u00e1kazn\u00edk dostane n\u011bco zdarma<\/li>\n
- Obdob\u00ed hromadn\u00fdch akc\u00ed (nap\u0159. Black Friday) \u2013 zde je nutn\u00e9 se zamyslet, zda je kampa\u0148 v r\u00e1mci t\u011bchto akc\u00ed vhodn\u00e1 i pro va\u0161e \u00fa\u010dely, \u010d\u00edm se odli\u0161\u00edte a zda se investovan\u00e9 pen\u00edze v r\u00e1mci n\u00e1poru konkurence skute\u010dn\u011b vyplat\u00ed. Pr\u00e1v\u011b vzhledem ke konkuren\u010dn\u00edmu n\u00e1poru v\u010detn\u011b velk\u00fdch firem po\u010d\u00edtejte mimo jin\u00e9 i se zv\u00fd\u0161en\u00fdm CPC.<\/li>\n<\/ul>\n
<\/p>\n
c) Zvolte kampa\u0148 del\u0161\u00edho trv\u00e1n\u00ed\u00a0<\/strong><\/p>\nVlo\u017eit cel\u00fd rozpo\u010det na marketingovou kampa\u0148 do reklamy trvaj\u00edc\u00ed pouh\u00fd jeden nebo dva dny m\u016f\u017ee sice p\u0159in\u00e9st na prvn\u00ed pohled velkolep\u011b vypadaj\u00edc\u00ed \u201cbum\u201d, nicm\u00e9n\u011b efektivita bude ve v\u00fdsledku nulov\u00e1 a vlo\u017een\u00e9 pen\u00edze se nijak nezhodnot\u00ed. Pro\u010d?\u00a0Lid\u00e9 nemaj\u00ed \u010das sledovat jednu konkr\u00e9tn\u00ed firmu ka\u017ed\u00fd den<\/strong>, i kdy\u017e je t\u0159eba jej\u00ed jm\u00e9no dlouhodob\u011b zvu\u010dn\u00e9. Z\u00e1kazn\u00edci sleduj\u00ed v\u00edcero spole\u010dnost\u00ed i jednotliv\u00fdch osob a \u010dasto nav\u00edc nepravideln\u011b. Rad\u011bji proto zvolte stejnou v\u00fd\u0161i investice\u00a0rozd\u011blenou do v\u00edce dn\u00ed<\/strong>\u00a0(nap\u0159. dva t\u00fddny) a dejte tak lidem \u010das, aby si v\u00e1s v\u0161imli. Finan\u010dn\u00ed vklad bude stejn\u00fd, ale p\u0159\u00ednos bude zaru\u010den\u011b vy\u0161\u0161\u00ed.<\/p>\nDal\u0161\u00edm d\u016fvodem, pro\u010d se kr\u00e1tk\u00e9 \u201curgentn\u00ed\u201d kampan\u011b nevypl\u00e1c\u00ed, je riziko technick\u00fdch pot\u00ed\u017e\u00ed. V p\u0159\u00edpad\u011b, \u017ee snaha z\u00e1kazn\u00edky rychle p\u0159esv\u011bd\u010dit o \u201cte\u010f nebo nikdy\u201d skute\u010dn\u011b vyjde, hroz\u00ed obrovsk\u00fd n\u00e1por na web. N\u00e1por, na kter\u00fd web nen\u00ed zvykl\u00fd a nemus\u00ed jej un\u00e9st. Ve chv\u00edli, kdy nov\u00fd z\u00e1kazn\u00edk naraz\u00ed na nefunguj\u00edc\u00ed webov\u00e9 str\u00e1nky, s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed u\u017e se na n\u011b nikdy nevr\u00e1t\u00ed.<\/p>\n
<\/p>\n
d) Pozor na slevy\u00a0<\/strong><\/p>\nAno, samotn\u00e9 slovo \u201csleva\u201d je sice funguj\u00edc\u00ed l\u00e1kadlo, ale m\u016f\u017ee v\u00e1s lehce zahnat do kouta, ze kter\u00e9ho se t\u011b\u017eko dost\u00e1v\u00e1. Na slevy si toti\u017e z\u00e1kazn\u00edci jednodu\u0161e zvyknou a pokud budete sv\u00e9 kampan\u011b c\u00edlit hlavn\u011b na slevov\u00e9 akce, m\u016f\u017ee se z va\u0161eho webu necht\u011bn\u011b st\u00e1t jak\u00fdsi slevov\u00fd port\u00e1l. To znamen\u00e1, \u017ee lid\u00e9 budou \u010dekat jen na slevy a produkty za standardn\u00ed ceny cht\u00edt nebudou. I ve chv\u00edli, kdy se jim produkt bude opravdu l\u00edbit, zafunguje nau\u010den\u00fd vzorec: \u201cPo\u010dk\u00e1m si, a\u017e to bude ve slev\u011b, proto\u017ee ono to ur\u010dit\u011b ve slev\u011b bude.\u201d T\u00edm nejen p\u0159ijdete o zisky, ale nav\u00edc se va\u0161e zna\u010dka nep\u0159\u00edjemn\u011b po\u0161lape.<\/p>\n
V neposledn\u00ed \u0159ad\u011b je d\u016fle\u017eit\u00e9 v\u017edy si spo\u010d\u00edtat ROI (Return on Investment). ROI z\u00edsk\u00e1te jednodu\u0161e dle n\u00e1sleduj\u00edc\u00edho vzorce:<\/p>\n
<\/p>\n
[(Obrat\u00a0\u2013 Da\u0148 \u2013 Doprava \u2013 Sleva \u2013 Technick\u00e9 zabezpe\u010den\u00ed \u2013 Marketingov\u00e9 n\u00e1klady) \/ Marketingov\u00e9 n\u00e1klady] x 100% = ROI<\/p>\n
<\/p>\n
V\u00fdsledek v m\u00ednusov\u00e9 nebo jen velmi n\u00edzk\u00e9 plusov\u00e9 hodnot\u011b napov\u00edd\u00e1, \u017ee nem\u00e1 smysl s takovou kampan\u00ed v\u016fbec za\u010d\u00ednat.<\/p>\n
\n- Pl\u00e1nov\u00e1n\u00ed kampan\u011b\u00a0<\/strong><\/li>\n<\/ol>\n
Jak je uvedeno hned na za\u010d\u00e1tku tohoto \u010dl\u00e1nku, d\u016fkladn\u00e9 pl\u00e1nov\u00e1n\u00ed kampan\u011b je naprosto st\u011b\u017eejn\u00ed a kl\u00ed\u010dov\u00fd bod cel\u00e9ho procesu. Pro toto d\u016fkladn\u00e9 pl\u00e1nov\u00e1n\u00ed je nejd\u016fle\u017eit\u011bj\u0161\u00edm faktorem \u010das.\u00a0Publika\u010dn\u00ed pl\u00e1n<\/strong>\u00a0by m\u011bl b\u00fdt komunikovan\u00fd nap\u0159\u00ed\u010d celou firmou na\u00a0jeden rok dop\u0159edu<\/strong>. Jako p\u0159\u00edklad si m\u016f\u017eete prohl\u00e9dnout celoro\u010dn\u00ed publika\u010dn\u00ed pl\u00e1n spole\u010dnosti Alkohol.cz od pana Jana Kvasni\u010dky:\u00a0https:\/\/bit.ly\/3sR8NHi. V\u0161echny\u00a0jednotliv\u00e9 akce<\/strong>\u00a0je pak nutn\u00e9 pl\u00e1novat alespo\u0148\u00a0jeden kvart\u00e1l dop\u0159edu<\/strong>. Pro\u010d? Proto\u017ee ka\u017ed\u00e1 souvisej\u00edc\u00ed \u010d\u00e1st vy\u017eaduje sv\u016fj \u010das. Typick\u00e9 p\u0159\u00edklady jsou n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n- \u00a0\u2013 pokud nap\u0159\u00edklad p\u0159i slevov\u00e9 akci zmiz\u00ed z\u00e1soby a vznikne tak situace, kdy lid\u00e9 maj\u00ed z\u00e1jem, ale zbo\u017e\u00ed pro n\u011b nen\u00ed dostupn\u00e9, v\u00fdsledkem bude rozho\u0159\u010den\u00ed z\u00e1kazn\u00edk\u016f, ru\u0161en\u00ed objedn\u00e1vek, negativn\u00ed recenze a celkov\u011b tedy ztr\u00e1ta a po\u0161pin\u011bn\u00ed zna\u010dky. Napl\u00e1nov\u00e1n\u00ed skladov\u00fdch z\u00e1sob proto vy\u017eaduje sv\u016fj \u010das.<\/li>\n
- \u00a0\u2013 p\u0159i o\u010dek\u00e1van\u00e9m zv\u00fd\u0161en\u00ed prodeje v pr\u016fb\u011bhu kampan\u011b je nezbytn\u00e9 zajistit dostate\u010dn\u00fd po\u010det pracovn\u00edk\u016f na vyt\u00ed\u017een\u00e9 pozice v tomto obdob\u00ed. P\u0159\u00edjem brig\u00e1dn\u00edk\u016f, p\u0159\u00edpadn\u011b dohodnut\u00ed p\u0159es\u010das\u016f st\u00e1vaj\u00edc\u00edch zam\u011bstnanc\u016f a zaji\u0161t\u011bn\u00ed funk\u010dnosti pl\u00e1nu i z hlediska lidsk\u00fdch sil vy\u017eaduje sv\u016fj \u010das.<\/li>\n
- \u00a0\u2013 velice \u017e\u00e1dan\u00e1 podpora ze strany influencer\u016f a seps\u00e1n\u00ed PR \u010di blogov\u00fdch \u010dl\u00e1nk\u016f samoz\u0159ejm\u011b tak\u00e9 vy\u017eaduje sv\u016fj \u010das. \u010casto dost velkou d\u00e1vku \u010dasu.<\/li>\n
- \u00a0\u2013\u00a0 ani PPC kampan\u011b nevzniknou lusknut\u00edm prst\u016f. P\u0159\u00edprava strategie, v\u00fdpo\u010dty n\u00e1klad\u016f a technick\u00e9 zabezpe\u010den\u00ed, to v\u0161echno vy\u017eaduje sv\u016fj \u010das.<\/li>\n
- \u00a0\u2013 vytvo\u0159en\u00ed r\u016fzn\u00fdch banner\u016f, grafiky, vide\u00ed, apod. Ani tato kreativa se nerod\u00ed p\u0159es noc, v\u017edy vy\u017eaduje sv\u016fj \u010das.<\/li>\n<\/ul>\n
Co se t\u00fd\u010de pl\u00e1nov\u00e1n\u00ed formy a zp\u016fsob\u016f sd\u011blen\u00ed, postupujte ide\u00e1ln\u011b dle hesla \u201cV jednoduchosti je kr\u00e1sa\u201d.\u00a0Sd\u011blen\u00ed mus\u00ed b\u00fdt jasn\u00e9 a z\u0159eteln\u00e9, aby jej z\u00e1kazn\u00edk ihned pochopil.<\/strong>\u00a0Jednoduchost je \u017e\u00e1douc\u00ed nejen pro z\u00e1kazn\u00edka, ale tak\u00e9 pro technick\u00e9 zabezpe\u010den\u00ed a funk\u010dnost. Komunikaci je vhodn\u00e9 zachovat na v\u0161ech kan\u00e1lech stejnou, tedy\u00a0zaru\u010dit psan\u00ed v\u0161ech reklamn\u00edch text\u016f jednou osobou<\/strong>. Lid\u00e9 si tak mohou dan\u00e9 p\u0159\u00edsp\u011bvky spojit a za\u0159adit ke spr\u00e1vn\u00e9 firm\u011b.\u00a0Upozorn\u011bn\u00ed na \u010dasov\u00e9 omezen\u00ed<\/strong>\u00a0trv\u00e1n\u00ed dan\u00e9 akce\u00a0vyb\u00eddne potencion\u00e1ln\u00ed z\u00e1kazn\u00edky k jedn\u00e1n\u00ed<\/strong>. Informujte je proto velice jasn\u011b, po jakou dobu tato nab\u00eddka plat\u00ed, zda je omezena vyprod\u00e1n\u00edm z\u00e1sob, apod.<\/p>\nNeodmyslitelnou sou\u010d\u00e1st\u00ed pl\u00e1nov\u00e1n\u00ed je detailn\u011b nastaven\u00e1 webov\u00e1 analytika. Tomuto t\u00e9matu se zvl\u00e1\u0161\u0165 v\u011bnuje posledn\u00ed \u010d\u00e1st tohoto \u010dl\u00e1nku.<\/p>\n
<\/p>\n
\n- Marketingov\u00e9 kan\u00e1ly\u00a0<\/strong><\/li>\n<\/ol>\n
Vyu\u017eit\u00ed marketingov\u00fdch kan\u00e1l\u016f je d\u016fle\u017eit\u00e9 sm\u011b\u0159ovat\u00a0dle c\u00edle kampan\u011b<\/strong>, kter\u00fd byl rozebr\u00e1n v bod\u011b b) prvn\u00ed \u010d\u00e1sti tohoto \u010dl\u00e1nku. Pokud je c\u00edlem kampan\u011b\u00a0retence z\u00e1kazn\u00edk\u016f<\/strong>, ide\u00e1ln\u00edmi kan\u00e1ly jsou\u00a0soci\u00e1ln\u00ed s\u00edt\u011b, email marketing a Facebook \u010di Google remarketing<\/strong>. V p\u0159\u00edpad\u011b kampan\u011b se z\u00e1m\u011brem\u00a0z\u00edskat nov\u00e9 z\u00e1kazn\u00edky<\/strong>\u00a0je vhodn\u00e9 soust\u0159edit se na\u00a0influencery, PR \u010dl\u00e1nky, blogy, Youtube a Facebook akvizici<\/strong>. Jde-li o\u00a0akce typu Black Friday<\/strong>, pozornost p\u0159ech\u00e1z\u00ed hlavn\u011b k\u00a0internetov\u00fdm srovn\u00e1va\u010d\u016fm<\/strong>\u00a0a kan\u00e1l\u016fm jako je\u00a0Google shopping<\/strong>.<\/p>\nCRO (Conversion Rate Optimization)\u00a0<\/strong><\/p>\nCRO je optimalizace konverzn\u00edho pom\u011bru. Tato optimalizace a v\u0161echny jej\u00ed kroky tedy vedou ke zlep\u0161en\u00ed konverzn\u00edho pom\u011bru a p\u0159edstavuj\u00ed tak pevn\u00fd z\u00e1klad pro v\u0161echny marketingov\u00e9 kan\u00e1ly:<\/p>\n
\n- \u00a0s jasn\u00fdm rozcestn\u00edkem pro nasm\u011brov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f na po\u017eadovanou str\u00e1nku a k po\u017eadovan\u00e9 akci. Tato landing page je d\u016fle\u017eit\u00e1 zejm\u00e9na pro webovou analytiku.<\/li>\n
- \u00a0(sales funnel). K tomu je nutn\u00e9 zkontrolovat, \u017ee cel\u00fd proces n\u00e1kupu, respektive cel\u00e1 z\u00e1kazn\u00edkova cesta funguje na v\u0161ech za\u0159\u00edzen\u00edch a ve v\u0161ech prohl\u00ed\u017ee\u010d\u00edch bez probl\u00e9mu. Optimalizace je potom p\u0159izp\u016fsobena dle anal\u00fdzy n\u00e1v\u0161t\u011bvnosti p\u0159es jednotliv\u00e1 za\u0159\u00edzen\u00ed a prohl\u00ed\u017ee\u010de.<\/li>\n
- \u00a0str\u00e1nku. Jedn\u00e1 se o str\u00e1nku, kter\u00e1 se z\u00e1kazn\u00edkovi zobraz\u00ed po kliknut\u00ed na reklamu \u010di odkaz v mobiln\u00ed aplikaci Facebooku a Instagramu.<\/li>\n
- . Pou\u017e\u00edt zde v r\u00e1mci kampan\u011b banner, p\u0159\u00edpadn\u011b vyskakovac\u00ed \u201cpop-upy\u201d, kter\u00e9 jsou sice otravn\u00e9, ale p\u0159esto velice dob\u0159e funguj\u00ed.<\/li>\n<\/ul>\n
Postup u jednotliv\u00fdch marketingov\u00fdch kan\u00e1l\u016f:\u00a0<\/strong><\/p>\n\n- ). Stejn\u011b tak, pokud pou\u017e\u00edv\u00e1me reklamy na Youtube, nahr\u00e1t tyto reklamy do sv\u00e9ho kan\u00e1lu p\u0159edem ve spr\u00e1vn\u00e9m form\u00e1tu.<\/li>\n
- , a to i o 50%. Velkou roli hraje kvalitn\u00ed reklamn\u00ed text a je ur\u010dit\u011b vhodn\u00e9 otestovat r\u016fzn\u00e9 typy v\u00fdraz\u016f a tak\u00e9 texty s a bez emotikon\u016f. Rozhodn\u011b nen\u00ed od v\u011bci soust\u0159edit se i na \u201csales funnel\u201d neboli \u201cprodejn\u00ed trycht\u00fd\u0159\u201d zvl\u00e1\u0161\u0165 pro Facebook.<\/li>\n
- \u00a0o va\u0161\u00ed spole\u010dnosti (zaji\u0161t\u011bn\u00ed zobrazen\u00ed spr\u00e1vn\u00e9ho jm\u00e9na, loga, apod. v jejich promu).<\/li>\n
- .<\/li>\n
- . Velice dobr\u00fd zp\u016fsob nen\u00e1padn\u00e9ho tlaku.<\/li>\n<\/ul>\n
<\/p>\n
\n- Vyhodnocen\u00ed a datov\u00e1 analytika\u00a0<\/strong><\/li>\n<\/ol>\n
Po skon\u010den\u00ed kampan\u011b zdaleka nic nekon\u010d\u00ed, ba naopak za\u010d\u00edn\u00e1. Jak bylo uvedeno v druh\u00e9 \u010d\u00e1sti o pl\u00e1nov\u00e1n\u00ed kampan\u011b, ji\u017e na sam\u00e9m za\u010d\u00e1tku je nutn\u00e9 m\u00edt detailn\u011b nastaven\u00e1 webov\u00e1 analytika, respektive n\u00e1stroje pro dan\u00e9 anal\u00fdzy. Data z\u00edskan\u00e1 b\u011bhem kampan\u011b maj\u00ed nejvy\u0161\u0161\u00ed hodnotu a p\u0159in\u00e1\u0161\u00ed u\u017eitek na dlouh\u00fd \u010das dop\u0159edu.<\/p>\n
V prvn\u00ed \u0159ad\u011b je po skon\u010den\u00ed kampan\u011b pochopiteln\u011b nutn\u00e9 spo\u010d\u00edtat, zda se skute\u010dn\u011b vyplatila. Pokud ano, skv\u011bl\u00e9! S daty z\u00edskan\u00fdmi b\u011bhem n\u00ed se dal\u0161\u00ed kampa\u0148 vyplat\u00ed je\u0161t\u011b v\u00edc. Pokud se nevyplatila, nebo byl jej\u00ed finan\u010dn\u00ed p\u0159\u00ednos jen miziv\u00fd, jsou zde st\u00e1le pr\u00e1v\u011b ta z\u00edskan\u00e1 data, kter\u00e1 svou p\u0159idanou hodnotu maj\u00ed v\u017edy a dle kter\u00fdch m\u016f\u017eete l\u00e9pe vyhodnotit chyby i \u00fasp\u011bchy.<\/p>\n
Nastaven\u00ed analytick\u00fdch n\u00e1stroj\u016f, na kter\u00e9 je t\u0159eba se p\u0159ed spu\u0161t\u011bn\u00edm kampan\u011b soust\u0159edit:\u00a0<\/strong><\/p>\n\n- Spr\u00e1vn\u00e9 m\u011b\u0159en\u00ed konverz\u00ed a mikrokonverz\u00ed<\/li>\n
- Nastaven\u00ed UTM parametr\u016f pro jednotliv\u00e9 kampan\u011b, ale tak\u00e9 pro jednotliv\u00e9 extern\u00ed spolupr\u00e1ce, zejm\u00e9na influencery, aby bylo mo\u017en\u00e9 zhodnotit p\u0159\u00ednos z ka\u017ed\u00e9 extern\u00ed strany zvl\u00e1\u0161\u0165 a vybrat si tu nejvhodn\u011bj\u0161\u00ed<\/li>\n
- Eshop\u016fm konkr\u00e9tn\u011b doporu\u010dujeme nastavit si \u201cEnhanced Ecommerce\u201d \u2013 lze nastavit skrze Google Analytics<\/li>\n<\/ul>\n
Chcete-li se do webov\u00e9 analytiky pono\u0159it je\u0161t\u011b hloub\u011bji a sv\u00e9 z\u00e1kazn\u00edky doopravdy poznat, existuj\u00ed dal\u0161\u00ed mo\u017enosti pokro\u010dilej\u0161\u00edho analyzov\u00e1n\u00ed.\u00a0Propojen\u00edm dat z va\u0161eho CRM syst\u00e9mu<\/strong>\u00a0(nap\u0159. ActiveCampaign \u010di Leadhub)\u00a0s daty z\u00edskan\u00fdmi skrze Google Analytics<\/strong>\u00a0z\u00edsk\u00e1te neuv\u011b\u0159iteln\u011b obs\u00e1hl\u00e9 a podrobn\u00e9 reporty o chov\u00e1n\u00ed n\u00e1v\u0161t\u011bvn\u00edk\u016f v pr\u016fb\u011bhu kampan\u011b, se kter\u00fdmi m\u016f\u017eete d\u00e1le pracovat. K t\u00e9to transformaci dat m\u016f\u017eete vyu\u017e\u00edt n\u00e1stroje jako jsou nap\u0159\u00edklad\u00a0BigQuery<\/strong>\u00a0\u010di\u00a0Keboola<\/strong>\u00a0a pro vizualizaci n\u00e1stroj\u00a0Google Data Studio<\/strong>.<\/p>\nNyn\u00ed jste schopni vytvo\u0159it podrobn\u00e9 p\u0159ehledy \u00fasp\u011b\u0161nosti kampan\u011b. V\u017edy pamatujte na z\u00e1kladn\u00ed hypot\u00e9zu: “Vyplatilo se do kampan\u011b investovat?” Odpov\u011b\u010f na tuto ot\u00e1zku naleznete pouze d\u00edky z\u00edskan\u00fdm dat\u016fm. Zapome\u0148te na domn\u011bnky, bu\u010fte si jist\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"
Vlastn\u00edte-li eshop, pravd\u011bpodobn\u011b jste ji\u017e n\u011bkdy vypustili do online sv\u011bta n\u011bjakou marketingovou kampa\u0148 \u010di akci. Investovali jste do n\u00ed men\u0161\u00ed nebo v\u011bt\u0161\u00ed pen\u00edze a nejsp\u00ed\u0161 se v\u00e1m poda\u0159ilo alespo\u0148 pro dan\u00e9 obdob\u00ed zv\u00fd\u0161it prodej. Byla v\u0161ak kampa\u0148 skute\u010dn\u011b rentabiln\u00ed? Posilnila va\u0161i zna\u010dku? Jak\u00e9 byly vedlej\u0161\u00ed efekty? V 6clickz d\u011bl\u00e1me rozhodnut\u00ed na z\u00e1klad\u011b fakt\u016f a dat. […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-966","post","type-post","status-publish","format-standard","hentry","category-uncategorized-cs","blog_tags-strategia"],"yoast_head":"\n
Jak spr\u00e1vn\u011b vytvo\u0159it kampa\u0148 a jak ji propojit do v\u0161ech kan\u00e1l\u016f? - 6clickz<\/title>\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\/jak-spravne-vytvorit-kampan-jak-ji-propojit-vsech-kanalu\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak spr\u00e1vn\u011b vytvo\u0159it kampa\u0148 a jak ji propojit do v\u0161ech kan\u00e1l\u016f? - 6clickz\" \/>\n<meta property=\"og:description\" content=\"Vlastn\u00edte-li eshop, pravd\u011bpodobn\u011b jste ji\u017e n\u011bkdy vypustili do online sv\u011bta n\u011bjakou marketingovou kampa\u0148 \u010di akci. Investovali jste do n\u00ed men\u0161\u00ed nebo v\u011bt\u0161\u00ed pen\u00edze a nejsp\u00ed\u0161 se v\u00e1m poda\u0159ilo alespo\u0148 pro dan\u00e9 obdob\u00ed zv\u00fd\u0161it prodej. Byla v\u0161ak kampa\u0148 skute\u010dn\u011b rentabiln\u00ed? Posilnila va\u0161i zna\u010dku? Jak\u00e9 byly vedlej\u0161\u00ed efekty? V 6clickz d\u011bl\u00e1me rozhodnut\u00ed na z\u00e1klad\u011b fakt\u016f a dat. 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