[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.pglbc.cz\/proc-vyhledavani-musi-byt-zkombinovano-s-povedomim-pro-maximalni-dopad\/#Article","mainEntityOfPage":"https:\/\/www.pglbc.cz\/proc-vyhledavani-musi-byt-zkombinovano-s-povedomim-pro-maximalni-dopad\/","headline":"Pro\u010d vyhled\u00e1v\u00e1n\u00ed mus\u00ed b\u00fdt zkombinov\u00e1no s pov\u011bdom\u00edm pro maxim\u00e1ln\u00ed dopad","name":"Pro\u010d vyhled\u00e1v\u00e1n\u00ed mus\u00ed b\u00fdt zkombinov\u00e1no s pov\u011bdom\u00edm pro maxim\u00e1ln\u00ed dopad","description":"TV a zobrazen\u00ed budou poh\u00e1n\u011bt lep\u0161\u00ed v\u00fdkon u po\u017eadavk\u016f vyhled\u00e1v\u00e1n\u00ed, kter\u00e9 na opl\u00e1tku mohou indikovat efektivitu t\u011bchto samotn\u00fdch kan\u00e1l\u016f. \u00a0 \u017d\u00e1dn\u00fd dne\u0161n\u00ed market\u00e9r by nem\u011bl spol\u00e9hat na jedin\u00fd kan\u00e1l, kter\u00fd mu poh\u00e1n\u00ed p\u0159evody. To je v\u0161em jasn\u00e9, co ale v\u0161em nen\u00ed zas tak \u00fapln\u011b jasn\u00e9, je to, jak vlastn\u011b maj\u00ed p\u0159ij\u00edt na to, co ve skute\u010dnosti poh\u00e1n\u00ed jejich p\u0159evody. Trh<br><br><a class=\"more-link\" href=\"https:\/\/www.pglbc.cz\/proc-vyhledavani-musi-byt-zkombinovano-s-povedomim-pro-maximalni-dopad\/\">\u010c\u00edst v\u00edce<\/a>","datePublished":"2019-10-19","dateModified":"2019-10-19","author":{"@type":"Person","@id":"https:\/\/www.pglbc.cz\/author\/#Person","name":"","url":"https:\/\/www.pglbc.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/da76ffe9456a057fb26f92cd8eb3d2effca853864e9ae2a35290bd1e10b1f7d4?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/da76ffe9456a057fb26f92cd8eb3d2effca853864e9ae2a35290bd1e10b1f7d4?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"pglbc.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.pglbc.cz\/wp-content\/uploads\/img_a356670_w2460_t1571223467.png","url":"https:\/\/www.pglbc.cz\/wp-content\/uploads\/img_a356670_w2460_t1571223467.png","height":0,"width":0},"url":"https:\/\/www.pglbc.cz\/proc-vyhledavani-musi-byt-zkombinovano-s-povedomim-pro-maximalni-dopad\/","wordCount":897,"articleBody":"TV a zobrazen\u00ed budou poh\u00e1n\u011bt lep\u0161\u00ed v\u00fdkon u po\u017eadavk\u016f vyhled\u00e1v\u00e1n\u00ed, kter\u00e9 na opl\u00e1tku mohou indikovat efektivitu t\u011bchto samotn\u00fdch kan\u00e1l\u016f.\u00a0\u017d\u00e1dn\u00fd dne\u0161n\u00ed market\u00e9r by nem\u011bl spol\u00e9hat na jedin\u00fd kan\u00e1l, kter\u00fd mu poh\u00e1n\u00ed p\u0159evody. To je v\u0161em jasn\u00e9, co ale v\u0161em nen\u00ed zas tak \u00fapln\u011b jasn\u00e9, je to, jak vlastn\u011b maj\u00ed p\u0159ij\u00edt na to, co ve skute\u010dnosti poh\u00e1n\u00ed jejich p\u0159evody. Trh je naprosto zaplaven daty, av\u0161ak spousta market\u00e9r\u016f nen\u00ed v\u016fbec bl\u00ed\u017e k\u00a0p\u0159esn\u011bj\u0161\u00edmu ch\u00e1p\u00e1n\u00ed ROI ne\u017e kdykoliv p\u0159edt\u00edm.\u00a0Jak se spot\u0159ebitelsk\u00e1 cesta st\u00e1v\u00e1 \u010d\u00edm d\u00e1l v\u00edce kruhovit\u00e1 a komplexn\u00ed, market\u00e9\u0159i se mus\u00ed zamyslet a jednat holisticky a celistv\u011b v\u00a0jejich pl\u00e1nov\u00e1n\u00ed m\u00e9di\u00ed a RO\/ROAS anal\u00fdz\u00e1ch. Jak vlastn\u011b interaguje v\u00edcero kan\u00e1lu v\u00a0jedn\u00e9 kampani, ale jak mohou tak\u00e9 ovlivnit dal\u0161\u00ed vystaven\u00ed reklam\u00e1m na cest\u011b za on-line \u010di off-line transakcemi?\u00a0\tFiremn\u00ed po\u017eadavky reflektuj\u00ed vliv ostatn\u00edch m\u00e9di\u00ed\u00a0Vyhled\u00e1v\u00e1n\u00ed je jeden velk\u00fd super p\u0159\u00edklad. Je to jak za\u010d\u00e1te\u010dn\u00ed bod pro v\u00fdzkum a pr\u016fzkum na sam\u00e9m vrcholu hrdla, ale je to tak\u00e9 funkce, kter\u00e1 slou\u017e\u00ed jako n\u00e1stroj, kter\u00fd na opl\u00e1tku reflektuje dopad ostatn\u00edch m\u00e9di\u00ed na pov\u011bdom\u00ed o firm\u011b \u010di produktu. Tohle je obzvl\u00e1\u0161t\u011b pravdiv\u00e9 v\u00a0p\u0159\u00edpad\u011b firemn\u011b \u010di produktov\u011b specifick\u00fdch po\u017eadavk\u016f na vyhled\u00e1v\u00e1n\u00ed. Co\u017e je idea, kterou ji\u017e v\u00a0roce 2005 p\u0159edvedl Yahoo, je\u0161t\u011b p\u0159edt\u00edm, ne\u017e byl spu\u0161t\u011bn n\u00e1stroj Google Trends.\u00a0Specificky Yahoo tehdy argumentovalo tak, \u017ee vyhled\u00e1v\u00e1n\u00ed m\u016f\u017ee pomoci zm\u011b\u0159it efektivitu televizn\u00edch a on-line zobrazovac\u00edch kampan\u00ed. Market\u00e9\u0159i tak\u00e9 zahrnovali n\u011bkter\u00e9 verze \u201eGoogle XYZ\u201c jako jakousi v\u00fdzvou v\u00a0televizn\u00edch reklam\u00e1ch, mimo domov i ostatn\u00edch m\u00e9di\u00edch, off-line i on-line po spoustu let.Digiday nyn\u00ed hl\u00e1s\u00ed, \u017ee firmy p\u0159\u00edmo pro spot\u0159ebitele se nyn\u00ed \u010d\u00edm d\u00e1l v\u00edc obrac\u00ed na provoz z\u00a0vyhled\u00e1v\u00e1n\u00ed pro zhodnocen\u00ed v\u00fdkonu jejich televizn\u00edch kampan\u00ed. I kdy\u017e tohle ur\u010dit\u011b nen\u00ed \u017e\u00e1dn\u00e1 novinka, je to velice chytr\u00fd zp\u016fsob, jak kombinovat tyto kan\u00e1ly: televize vyv\u00edj\u00ed jist\u00e9 pov\u011bdom\u00ed a tak trochu podb\u00edzej\u00ed firemn\u00ed po\u017eadavky na vyhled\u00e1v\u00e1n\u00ed za ni\u017e\u0161\u00ed cenu a daleko efektivn\u011bj\u0161\u00ed akvizici provozu a potencion\u00e1ln\u011b tak\u00e9 p\u0159evody. Po\u017eadavky na vyhled\u00e1v\u00e1n\u00ed a \u010detnost vyhled\u00e1v\u00e1n\u00ed m\u016f\u017ee odhalit efektivnost televizn\u00edch kampan\u00ed.\u00a0\tCo se schov\u00e1v\u00e1 za \u201ep\u0159\u00edm\u00fdm provozem\u201c?\u00a0Alespo\u0148 podle nov\u00e9ho hl\u00e1\u0161en\u00ed B2C dot-COm od spole\u010dnosti Episerver, kter\u00e9 je zalo\u017eeno na skoro jedn\u00e9 a p\u016fl miliard\u011b n\u00e1kup\u016f \u201enap\u0159\u00ed\u010d sto pades\u00e1ti dev\u00edti unik\u00e1tn\u00edmi webov\u00fdmi str\u00e1nkami prodejc\u016f a spot\u0159ebitelsk\u00fdch zna\u010dek,\u201c, \u010dty\u0159icet osm procent nav\u0161t\u00edven\u00ed v\u0161ech webov\u00fdch str\u00e1nek poch\u00e1z\u00ed od \u201ep\u0159\u00edm\u00e9ho provozu\u201c (osoba, kter\u00e1 zad\u00e1 do vyhled\u00e1v\u00e1n\u00ed webovou str\u00e1nku prodejce p\u0159\u00edmo v\u00a0jejich prohl\u00ed\u017ee\u010di). P\u0159\u00edm\u00fd provoz je jeden z\u00a0nejefektivn\u011bj\u0161\u00edch a nejv\u00fd\u0161e p\u0159evodov\u00fdch kan\u00e1l\u016f. Av\u0161ak co je za n\u00edm?\u00a0P\u0159\u00edm\u00fd provoz je \u010dasto, av\u0161ak ne \u00fapln\u011b \u010dasto, funkc\u00ed n\u011bjak\u00e9ho jin\u00e9ho stimulu \u010di mechanismu pov\u011bdom\u00ed. Skute\u010dn\u011b, Episerver shrnuje, \u017ee p\u0159\u00edm\u00fd provoz je \u201esouhrnem marketingov\u00fdch snah zna\u010dek a firem\u201c, stejn\u011b tak jako v\u00fdsledek jedin\u00e9ho kan\u00e1lu \u010di kampan\u011b.\u00a0Vyhled\u00e1v\u00e1n\u00ed, jak organick\u00e9, tak i placen\u00e9, je hned vedle jako nejb\u011b\u017en\u011bj\u0161\u00ed zdroj provozu a \u010d\u00edt\u00e1 asi t\u0159icet sedm procent pod\u00edlu, alespo\u0148 podle Episerver. Hl\u00e1\u0161en\u00ed nijak nevysv\u011btluj\u00ed firemn\u00ed vs. nefiremn\u00ed kl\u00ed\u010dov\u00e1 slova. Mysl\u00edm si v\u0161ak, \u017ee rozumn\u00e9 procento provozu identifikovan\u00e9ho v\u00a0hl\u00e1\u0161en\u00ed je firemn\u00edho.\u00a0(zdroj: episerver B2C Dot-Com hl\u00e1\u0161en\u00ed)Spole\u010dnost Episerver tak\u00e9 tvrd\u00ed, \u017ee celkov\u011b \u201eplacen\u00e9 a organick\u00e9 vyhled\u00e1v\u00e1n\u00ed jsou nejvy\u0161\u0161\u00ed zdroje provozu,\u201c, s\u00a0t\u00edm, \u017ee se v\u00a0potaz bere cel\u00e1 \u0161k\u00e1la jin\u00fdch faktor\u016f. Episerver proto rad\u00ed, aby \u201eprodejci a firmy zajistily, \u017ee vid\u00ed podobnou s\u00edlu v\u00a0placen\u00e9m i organick\u00e9m provozu z\u00a0vyhled\u00e1v\u00e1n\u00ed a pokud ne, aby optimalizovaly podle toho,\u201c. Krom\u011b placen\u00ed a SEO nejlep\u0161\u00edch praktik, optimalizov\u00e1n\u00ed provozu z\u00a0vyhled\u00e1v\u00e1n\u00ed m\u016f\u017ee vy\u017eadovat poh\u00e1n\u011bn\u00ed pov\u011bdom\u00ed skrze jin\u00e9 kan\u00e1ly, jako je nap\u0159\u00edklad zobrazen\u00ed, soci\u00e1ln\u00ed s\u00edt\u011b nebo videa.\u00a0\tMarket\u00e9\u0159i mus\u00ed ch\u00e1pat \u201ev\u011bt\u0161\u00ed obraz\u201c.\u00a0Bryant Garvin z\u00a0Chamber.Media spole\u010dnosti, b\u011bhem sv\u00e9 prezentace na SMX Advanced o ROA a atribuci, diskutoval o pot\u0159eb\u011b trochu si poodkro\u010dit a pod\u00edvat se na celou spot\u0159ebitelskou cestu k\u00a0pochopen\u00ed role n\u011bkolika r\u016fzn\u00fdch kan\u00e1l\u016f v\u00a0poh\u00e1n\u011bn\u00ed p\u0159evod\u016f. Argumentoval t\u00edm, \u017ee market\u00e9\u0159i by se m\u011bli d\u00edvat \u2013 a zpochyb\u0148ovat \u2013 data, nejenom spol\u00e9hat na Google analytika nebo Facebook pixelov\u00e1 data. \u010casto jsou tyto n\u00e1stroje p\u0159\u00edli\u0161 \u201emyopick\u00e9\u201c, argumentoval.\u00a0\u201eData z\u00a0jak\u00e9hokoliv jedin\u00e9ho kan\u00e1lu mohou zm\u00e1st nebo \u0159\u00edkat pouze \u010d\u00e1st pravdy. Market\u00e9\u0159i se tak mus\u00ed pod\u00edvat na daleko v\u011bt\u0161\u00ed obr\u00e1zek,\u201c uvedl na z\u00e1v\u011br.                                                                                                                                                                                                                                                                                                                                                                                        4\/5 - (7 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Pro\u010d vyhled\u00e1v\u00e1n\u00ed mus\u00ed b\u00fdt zkombinov\u00e1no s pov\u011bdom\u00edm pro maxim\u00e1ln\u00ed dopad","item":"https:\/\/www.pglbc.cz\/proc-vyhledavani-musi-byt-zkombinovano-s-povedomim-pro-maximalni-dopad\/#breadcrumbitem"}]}]