{"id":8525,"date":"2024-05-31T12:45:17","date_gmt":"2024-05-31T09:45:17","guid":{"rendered":"https:\/\/topdigital.com.ua\/2024\/05\/31\/marketingove-trendy-pro-rok-2024-od-kantar\/"},"modified":"2024-07-29T15:20:30","modified_gmt":"2024-07-29T12:20:30","slug":"marketingove-trendy-pro-rok-2024-od-kantar","status":"publish","type":"post","link":"https:\/\/topdigital.com.ua\/cs\/blog\/marketingove-trendy-pro-rok-2024-od-kantar\/","title":{"rendered":"Marketingov\u00e9 trendy pro rok 2024 od Kantar"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"8525\" class=\"elementor elementor-8525 elementor-7409\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-82d961c elementor-section-full_width elementor-section-height-min-height elementor-section-stretched elementor-section-height-default elementor-section-items-middle\" data-id=\"82d961c\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-de9cb29\" data-id=\"de9cb29\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-06c092b elementor-widget elementor-widget-heading\" data-id=\"06c092b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Marketingov\u00e9 trendy pro rok 2024 od spole\u010dnosti Kantar  <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4a3ba8a elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"4a3ba8a\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-655fcdb\" data-id=\"655fcdb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2eab280 elementor-widget elementor-widget-shortcode\" data-id=\"2eab280\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\">\n          <div class=\"aioseo-breadcrumbs\"><span class=\"aioseo-breadcrumb\">\n\t\t\t<a href=\"https:\/\/topdigital.com.ua\/cs\/\" title=\"Hlavn\u00ed\">Hlavn\u00ed<\/a>\n\t\t<\/span><span class=\"aioseo-breadcrumb-separator\">\u00bb<\/span><span class=\"aioseo-breadcrumb\">\n\t\t\t<a href=\"https:\/\/topdigital.com.ua\/cs\/category\/blog\/\" title=\"Blog\">Blog<\/a>\n\t\t<\/span><span class=\"aioseo-breadcrumb-separator\">\u00bb<\/span><span class=\"aioseo-breadcrumb\">\n\t\t\tMarketingov\u00e9 trendy pro rok 2024 od Kantar\n\t\t<\/span><\/div>\n        <\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2dc4a41 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2dc4a41\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;shape_divider_bottom&quot;:&quot;triangle-asymmetrical&quot;,&quot;shape_divider_bottom_negative&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t<div class=\"elementor-shape elementor-shape-bottom\" aria-hidden=\"true\" data-negative=\"true\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 1000 100\" preserveAspectRatio=\"none\">\n\t<path class=\"elementor-shape-fill\" d=\"M737.9,94.7L0,0v100h1000V0L737.9,94.7z\"\/>\n<\/svg>\t\t<\/div>\n\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8b29d90\" data-id=\"8b29d90\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f99798b elementor-widget elementor-widget-text-editor\" data-id=\"f99798b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Kantar, l\u00eddr v oblasti marketingov\u00e9 anal\u00fdzy a dat, p\u0159edstavil svou vizi marketingov\u00fdch trend\u016f pro rok 2024. Ve zpr\u00e1v\u011b odborn\u00edci analyzovali makro trendy t\u00fdkaj\u00edc\u00ed se glob\u00e1ln\u00edch ekonomick\u00fdch zm\u011bn, spole\u010densk\u00fdch transformac\u00ed a technologick\u00fdch inovac\u00ed, stejn\u011b jako mikrotrendy souvisej\u00edc\u00ed se vzorci chov\u00e1n\u00ed spot\u0159ebitel\u016f a nov\u00fdmi komunika\u010dn\u00edmi metodami. Market\u00e9r\u016fm se doporu\u010duje, aby tyto trendy zva\u017eovali p\u0159i v\u00fdvoji strategi\u00ed pro sv\u00e9 zna\u010dky. Pochopen\u00ed makro trend\u016f v\u00e1m pom\u016f\u017ee p\u0159izp\u016fsobit dlouhodob\u00e9 strategie a mikrotrendy v\u00e1m umo\u017en\u00ed rychle reagovat na m\u011bn\u00edc\u00ed se preference spot\u0159ebitel\u016f. To m\u016f\u017ee v\u00fdznamn\u011b p\u0159isp\u011bt k dosa\u017een\u00ed marketingov\u00fdch c\u00edl\u016f, jako je zv\u00fd\u0161en\u00ed loajality z\u00e1kazn\u00edk\u016f, zv\u00fd\u0161en\u00ed pod\u00edlu na trhu a optimalizace reklamn\u00edch kampan\u00ed.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7305fa elementor-widget elementor-widget-heading\" data-id=\"a7305fa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">1. Um\u011bl\u00e1 inteligence bude v\u011bd\u011bt, co a jak m\u00e1 d\u011blat<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a893a9e elementor-widget elementor-widget-text-editor\" data-id=\"a893a9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"whitespace-pre-wrap\" style=\"text-align: justify; text-justify: inter-ideograph;\">Podle p\u0159edpov\u011bd\u00ed se o\u010dek\u00e1v\u00e1, \u017ee objem obsahu sout\u011b\u017e\u00edc\u00edho o pozornost div\u00e1k\u016f v roce 2024 v\u00fdrazn\u011b vzroste, a to d\u00edky rozvoji um\u011bl\u00e9 inteligence a jej\u00edch schopnost\u00ed pro rozsah, efektivitu a kreativitu. D\u00edky tomu je pochopen\u00ed \u00fa\u010dinnosti kreativn\u00edho obsahu je\u0161t\u011b d\u016fle\u017eit\u011bj\u0161\u00ed. Ti, kte\u0159\u00ed mohou pou\u017e\u00edvat p\u0159\u00edstupy m\u011b\u0159en\u00ed AI, kter\u00e9 odpov\u00eddaj\u00ed tempu a rozsahu tohoto r\u016fstu, budou m\u00edt v\u00fdznamnou v\u00fdhodu.<\/p>\n<p class=\"whitespace-pre-wrap\" style=\"text-align: justify; text-justify: inter-ideograph;\">Studie Kantar Media Reactions 2023 uk\u00e1zala, \u017ee 67 % market\u00e9r\u016f kladn\u011b hodnot\u00ed mo\u017enosti generativn\u00ed um\u011bl\u00e9 inteligence (GenAI). To nazna\u010duje rychl\u00e9 a vzru\u0161uj\u00edc\u00ed p\u0159ijet\u00ed t\u00e9to technologie. Pr\u016fmysl aktivn\u011b zkoum\u00e1, jak m\u016f\u017ee GenAI zlep\u0161it efektivitu navrhov\u00e1n\u00ed a personalizace kreativn\u00edch \u0159e\u0161en\u00ed a rozs\u00e1hl\u00fdch inovac\u00ed. Ji\u017e nyn\u00ed market\u00e9\u0159i a agentury experimentuj\u00ed s GenAI, vytv\u00e1\u0159ej\u00ed vizu\u00e1ln\u00ed koncepty pro diskusi, generuj\u00ed nov\u00e9 n\u00e1pady a pom\u00e1haj\u00ed s p\u0159\u00edb\u011bhov\u00fdmi liniemi. V budoucnu je dokonce mo\u017en\u00e9 vyu\u017e\u00edt GenAI pro pl\u00e1nov\u00e1n\u00ed syntetick\u00fdch m\u00e9di\u00ed.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a202cd5 elementor-widget elementor-widget-heading\" data-id=\"a202cd5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2. Ochrana zna\u010dky p\u0159ed kulturou zru\u0161en\u00ed<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65d5f0d elementor-widget-mobile__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"65d5f0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Zna\u010dky, kter\u00e9 zauj\u00edmaj\u00ed aktivistick\u00fd postoj, jsou st\u00e1le b\u011b\u017en\u011bj\u0161\u00ed, ale mus\u00ed \u010delit nov\u00fdm v\u00fdzv\u00e1m. Vzestup soci\u00e1ln\u00edch m\u00e9di\u00ed d\u00e1v\u00e1 spot\u0159ebitel\u016fm mo\u017enost vyj\u00e1d\u0159it sv\u00e9 n\u00e1zory a kritizovat zna\u010dky, co\u017e m\u016f\u017ee v\u00e9st k v\u00fdrazn\u00e9mu odporu.<\/p>\n<p>Z\u00e1rove\u0148 se objevuj\u00ed nov\u00e9 form\u00e1ty obsahu, kde maj\u00ed market\u00e9\u0159i men\u0161\u00ed kontrolu, jako je nap\u0159\u00edklad obsah pro influencery. Tento typ reklamy je st\u00e1le popul\u00e1rn\u011bj\u0161\u00ed, proto\u017ee influence\u0159i maj\u00ed na sv\u00e9 publikum zna\u010dn\u00fd vliv.<\/p>\n<p>Jak mohou zna\u010dky spolupracovat s influencery?<\/p>\n<ul>\n<li>Ujasn\u011bte si sv\u00e9 c\u00edle a o\u010dek\u00e1v\u00e1n\u00ed. \u010ceho chcete spoluprac\u00ed s influencerem dos\u00e1hnout?<\/li>\n<li>Vyberte si influencera, kter\u00fd odpov\u00edd\u00e1 va\u0161\u00ed zna\u010dce a hodnot\u00e1m. Jeho publikum by m\u011blo b\u00fdt podobn\u00e9 va\u0161\u00ed c\u00edlov\u00e9 skupin\u011b.<\/li>\n<li>Dejte influencerovi svobodu b\u00fdt kreativn\u00ed, ale stanovte si jasn\u00e9 hranice.<\/li>\n<li>Bu\u010fte p\u0159ipraveni na odpor. Ne ka\u017ed\u00fd bude schvalovat va\u0161i spolupr\u00e1ci s influencerem.<\/li>\n<\/ul>\n<p>Zna\u010dky, kter\u00e9 \u0159\u00edkaj\u00ed sv\u016fj n\u00e1zor a z\u016fst\u00e1vaj\u00ed autentick\u00e9, si mohou z\u00edskat d\u016fv\u011bru spot\u0159ebitel\u016f, i kdy\u017e to vede ke kr\u00e1tkodob\u00e9 kontroverzi.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4a8504 elementor-widget elementor-widget-heading\" data-id=\"e4a8504\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">3. Kultura je na prvn\u00edm m\u00edst\u011b<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e35e72c elementor-widget-mobile__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"e35e72c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: justify; text-justify: inter-ideograph;\">Aby market\u00e9\u0159i usp\u011bli v roce 2024, mus\u00ed rozum\u011bt a pou\u017e\u00edvat jazyk symbol\u016f, m\u00f3dy, hudby, slangu, norem a spot\u0159ebitelsk\u00fdch aspirac\u00ed. Tomu se \u0159\u00edk\u00e1 \u201ekulturn\u00ed marketing\u201c. Kdy\u017e zna\u010dky rezonuj\u00ed s kulturou, z\u00edsk\u00e1vaj\u00ed d\u016fv\u011bru a loajalitu, a kdy\u017e to ignoruj\u00ed, riskuj\u00ed ztr\u00e1tu z\u00e1kazn\u00edk\u016f.<\/p>\n<p class=\"whitespace-pre-wrap\" style=\"text-align: justify; text-justify: inter-ideograph;\">Spot\u0159ebitel\u00e9 nejen hlasuj\u00ed sv\u00fdmi pen\u011b\u017eenkami, ale tak\u00e9 \u201ejednaj\u00ed\u201c, kdy\u017e zna\u010dky nespln\u00ed jejich o\u010dek\u00e1v\u00e1n\u00ed. Mohou produkty bojkotovat, ps\u00e1t negativn\u00ed recenze nebo zna\u010dku prost\u011b ignorovat.<\/p>\n<p class=\"whitespace-pre-wrap\" style=\"text-align: justify; text-justify: inter-ideograph;\">Mezi deklarovan\u00fdmi hodnotami a skute\u010dn\u00fdmi \u010diny lid\u00ed v\u0161ak existuje propast. Tento jev je zn\u00e1m\u00fd jako \u201emezera mezi kupn\u00ed hodnotou a akc\u00ed\u201c.<\/p>\n<p class=\"whitespace-pre-wrap\" style=\"text-align: justify; text-justify: inter-ideograph;\">Studie Kantar MONITOR v USA ukazuje, \u017ee 66 % lid\u00ed chce, aby zna\u010dky sd\u00edlely jejich hodnoty. A 80 % spot\u0159ebitel\u016f na cel\u00e9m sv\u011bt\u011b si v\u011bdom\u011b vyb\u00edr\u00e1 spole\u010dnosti, kter\u00e9 podporuj\u00ed v\u011bci, kter\u00e9 jsou pro n\u011b d\u016fle\u017eit\u00e9. Spot\u0159ebitel\u00e9 o\u010dek\u00e1vaj\u00ed, \u017ee zna\u010dky budou jednat v souladu se sv\u00fdmi deklarovan\u00fdmi hodnotami, jinak m\u016f\u017ee b\u00fdt vn\u00edm\u00e1n\u00ed zna\u010dky a loajalita negativn\u011b ovlivn\u011bno.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d1cf63a elementor-widget elementor-widget-heading\" data-id=\"d1cf63a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4. Pozornost a emoce: kl\u00ed\u010dov\u00fd faktor pro kreativn\u00ed a medi\u00e1ln\u00ed efektivitu<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-810a316 elementor-widget-mobile__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"810a316\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"whitespace-pre-wrap\" style=\"text-align: justify; text-justify: inter-ideograph;\">Techniky k\u00f3dov\u00e1n\u00ed obli\u010deje a sledov\u00e1n\u00ed o\u010d\u00ed z\u00edsk\u00e1vaj\u00ed na popularit\u011b, proto\u017ee poskytuj\u00ed hlub\u0161\u00ed pochopen\u00ed toho, jak spot\u0159ebitel\u00e9 interaguj\u00ed s obsahem. N\u011bkte\u0159\u00ed poskytovatel\u00e9 technologi\u00ed ji\u017e nab\u00edzej\u00ed sou\u010d\u00e1st m\u011b\u0159en\u00ed pohledu. Predikce pozornosti na z\u00e1klad\u011b um\u011bl\u00e9 inteligence v kreativ\u011b a m\u00e9di\u00edch se st\u00e1le pou\u017e\u00edv\u00e1 m\u00e9n\u011b ne\u017e metody pozorov\u00e1n\u00ed, ale o\u010dek\u00e1v\u00e1 se, \u017ee v roce 2024 v\u00fdrazn\u011b poroste. To umo\u017en\u00ed rozs\u00e1hl\u00e9 m\u011b\u0159en\u00ed pozornosti v digit\u00e1ln\u00ed reklam\u011b a z\u00edsk\u00e1v\u00e1n\u00ed cenn\u00fdch dat pro optimalizaci kampan\u00ed.<\/p>\n<p class=\"whitespace-pre-wrap\" style=\"text-align: justify; text-justify: inter-ideograph;\">Nicm\u00e9n\u011b sledov\u00e1n\u00ed behavior\u00e1ln\u00edch metrik, jako je doba sledov\u00e1n\u00ed, jsou st\u00e1le dominantn\u00edmi ukazateli \u00fa\u010dinnosti reklamy (62 % market\u00e9r\u016f je preferuje, podle Kantar Media Reactions 2023). Tyto metriky mohou b\u00fdt p\u0159ijateln\u00fdmi indik\u00e1tory po spu\u0161t\u011bn\u00ed reklamy, ale market\u00e9\u0159i si uv\u011bdomuj\u00ed, \u017ee jim chyb\u00ed hloubka k pochopen\u00ed kvality pozornosti spot\u0159ebitel\u016f.<\/p>\n<p class=\"whitespace-pre-wrap\" style=\"text-align: justify; text-justify: inter-ideograph;\">Market\u00e9\u0159i si st\u00e1le v\u00edce uv\u011bdomuj\u00ed, jak je d\u016fle\u017eit\u00e9 v\u011bnovat pozornost kreativit\u011b a \u00fa\u010dinnosti m\u00e9di\u00ed. Optimalizace reklamn\u00edch a medi\u00e1ln\u00edch pl\u00e1n\u016f s c\u00edlem maximalizovat pozornost za ka\u017ed\u00fd utracen\u00fd dolar v\u00fdrazn\u011b zvy\u0161uje n\u00e1vratnost investic. Pozornost m\u00e1 mnoho \u00farovn\u00ed a pot\u0159eby m\u011b\u0159en\u00ed p\u0159esahuj\u00ed pouhou viditelnost.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa70255 elementor-widget elementor-widget-heading\" data-id=\"fa70255\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5. M\u011b\u0159en\u00ed \u00fasp\u011b\u0161nosti pomoc\u00ed komplexn\u00edch ukazatel\u016f<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9bd7e7c elementor-widget-mobile__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"9bd7e7c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Udr\u017eiteln\u00fd rozvoj se v roce 2024 st\u00e1v\u00e1 hnac\u00ed silou marketingu. Roste d\u016fraz na dlouhodobou tvorbu hodnot, inkluzivitu a pozitivn\u00ed dopad na spole\u010dnost a \u017eivotn\u00ed prost\u0159ed\u00ed. Potvrzuje to i fakt, \u017ee st\u00e1le v\u00edce firem za\u0159azuje indik\u00e1tory udr\u017eiteln\u00e9ho rozvoje do sv\u00fdch marketingov\u00fdch strategi\u00ed.<\/p>\n<p>Kl\u00ed\u010dov\u00e9 body:<\/p>\n<ul>\n<li>Integrace udr\u017eiteln\u00e9ho rozvoje do marketingu je st\u00e1le b\u011b\u017en\u011bj\u0161\u00ed. V roce 2023 zahrnulo metriky udr\u017eitelnosti do sv\u00fdch marketingov\u00fdch panel\u016f 42 % spole\u010dnost\u00ed, oproti 26 % v roce 2021.<\/li>\n<li>V roce 2024 dojde k posunu k udr\u017eiteln\u00fdm inovac\u00edm, inkluzivn\u00ed komunikaci a strategick\u00e9mu PR s c\u00edlem vybudovat d\u016fv\u011bru. To znamen\u00e1 vyv\u00e1\u017eit dlouhodob\u00fd rozvoj zna\u010dky s marketingem produktu a kr\u00e1tkodob\u00fdm v\u00fdkonem.<\/li>\n<li>Spot\u0159ebitel\u00e9 oce\u0148uj\u00ed zna\u010dky, kter\u00e9 p\u0159isp\u00edvaj\u00ed k \u0159e\u0161en\u00ed environment\u00e1ln\u00edch a soci\u00e1ln\u00edch probl\u00e9m\u016f. Zna\u010dky s nejvy\u0161\u0161\u00edm hodnocen\u00edm udr\u017eitelnosti vyk\u00e1zaly v roce 2021 31% r\u016fst.<\/li>\n<li>Udr\u017eiteln\u00fd rozvoj m\u016f\u017ee b\u00fdt nejen etickou povinnost\u00ed, ale tak\u00e9 efektivn\u00ed obchodn\u00ed strategi\u00ed. Rovnov\u00e1ha mezi ziskem, planetou a lidmi m\u016f\u017ee v\u00e9st k lep\u0161\u00edm v\u00fdsledk\u016fm spole\u010dnost\u00ed.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcbec77 elementor-widget elementor-widget-heading\" data-id=\"dcbec77\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">6. Radik\u00e1ln\u00ed inovace: hnac\u00ed s\u00edla pro rychl\u00fd r\u016fst zna\u010dky v roce 2024<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0192ae8 elementor-widget-mobile__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"0192ae8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Inovativn\u00ed zna\u010dky vykazuj\u00ed v\u00fdrazn\u011b vy\u0161\u0161\u00ed tempo r\u016fstu ve srovn\u00e1n\u00ed s t\u011bmi, kter\u00e9 nejdou s dobou. Podle studie BrandZ 2023 spole\u010dnosti Kantar rostou inovativn\u00ed zna\u010dky t\u0159ikr\u00e1t rychleji ne\u017e neinovativn\u00ed zna\u010dky. Navzdory zjevn\u00fdm v\u00fdhod\u00e1m v\u0161ak \u00farove\u0148 inovac\u00ed v marketingu z\u016fst\u00e1v\u00e1 n\u00edzk\u00e1, zejm\u00e9na v d\u016fsledku pandemie COVID-19.<\/p>\n<p>Uveden\u00ed nov\u00fdch produkt\u016f na trh ve Spojen\u00e9m kr\u00e1lovstv\u00ed kleslo na nejni\u017e\u0161\u00ed \u00farove\u0148 za posledn\u00edch deset let, podle \u00fadaj\u016f Kantar Worldpanel. Mnoho tzv. nov\u00fdch produkt\u016f na trhu je pouze drobn\u00fdmi \u00fapravami ji\u017e existuj\u00edc\u00edch produkt\u016f (Europanel BG20, 2023). Doch\u00e1z\u00ed v\u0161ak i k pozitivn\u00edmu v\u00fdvoji. Market\u00e9\u0159i si st\u00e1le v\u00edce uv\u011bdomuj\u00ed d\u016fle\u017eitost inovac\u00ed, zejm\u00e9na v oblasti udr\u017eiteln\u00e9ho rozvoje. 57 % z nich uzn\u00e1v\u00e1, \u017ee inovace jsou nezbytn\u00e9 pro z\u00edsk\u00e1n\u00ed konkuren\u010dn\u00edch v\u00fdhod (Sustainable Marketing 2030).<\/p>\n<p>B\u011bhem slavnostn\u00edho p\u0159ed\u00e1v\u00e1n\u00ed cen na akci Kantar Outstanding Innovation Awards 2023 bylo identifikov\u00e1no p\u011bt spole\u010dn\u00fdch rys\u016f \u00fasp\u011b\u0161n\u00fdch inovativn\u00edch zna\u010dek:<\/p>\n<ul>\n<li>Orientace na z\u00e1kazn\u00edka: hlubok\u00e9 pochopen\u00ed pot\u0159eb a p\u0159\u00e1n\u00ed z\u00e1kazn\u00edk\u016f.<\/li>\n<li>Siln\u00fd z\u00e1klad zna\u010dky: inovace jsou zalo\u017eeny na jasn\u00e9 pozici zna\u010dky a hodnot\u00e1ch.<\/li>\n<li>Utv\u00e1\u0159ej\u00ed budoucnost t\u00e9to kategorie: nejen sleduj\u00ed trendy, ale tak\u00e9 je ud\u00e1vaj\u00ed, \u010dasto p\u0159ed konkurenc\u00ed.<\/li>\n<li>Odvaha: ochota riskovat a zkou\u0161et nov\u00e9 v\u011bci.<\/li>\n<li>U\u010den\u00ed se zku\u0161enost\u00ed: neust\u00e1l\u00e9 testov\u00e1n\u00ed, anal\u00fdza a zlep\u0161ov\u00e1n\u00ed inovac\u00ed.<\/li>\n<\/ul>\n<p>Inovace, zvl\u00e1\u0161t\u011b radik\u00e1ln\u00ed, budou v roce 2024 kl\u00ed\u010dov\u00fdm trendem pro zna\u010dky usiluj\u00edc\u00ed o udr\u017eiteln\u00fd r\u016fst.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e678927 elementor-widget elementor-widget-heading\" data-id=\"e678927\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">7. Jak mohou firmy p\u0159e\u017e\u00edt v dob\u011b inflace a rostouc\u00ed obliby produkt\u016f priv\u00e1tn\u00edch zna\u010dek?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f697282 elementor-widget-mobile__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"f697282\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Rostouc\u00ed inflace a krize \u017eivotn\u00edch n\u00e1klad\u016f nut\u00ed spot\u0159ebitele zm\u011bnit sv\u00e9 n\u00e1kupn\u00ed n\u00e1vyky. Studie Kantar Brand Footprint uk\u00e1zala, \u017ee lid\u00e9 si za\u010dali \u010dast\u011bji vyb\u00edrat zna\u010dky majitel\u016f \u0159et\u011bzc\u016f (+6,3 %), levn\u00e9 obchody (+10,2 %) a lok\u00e1ln\u00ed zna\u010dky.<\/p>\n<p>\u010cek\u00e1n\u00ed na rok 2024<\/p>\n<p>V leto\u0161n\u00edm roce zna\u010dky pl\u00e1nuj\u00ed pou\u017e\u00edvat flexibiln\u011bj\u0161\u00ed cenov\u00e9 strategie, aby vyv\u00e1\u017eily cenu a hodnotu pro sv\u00e9 z\u00e1kazn\u00edky. Kl\u00ed\u010dov\u00e9 body:<\/p>\n<ul>\n<li>V\u011bdom\u00ed spot\u0159ebitelsk\u00fdch cen: Spot\u0159ebitel\u00e9 hledaj\u00ed v\u00fdhodn\u00e9 nab\u00eddky a jsou ochotni p\u0159ej\u00edt na dostupn\u011bj\u0161\u00ed alternativy.<\/li>\n<li>R\u016fst priv\u00e1tn\u00edch zna\u010dek a m\u00edstn\u00edch zna\u010dek: Tyto zna\u010dky nab\u00edzej\u00ed dobrou hodnotu za pen\u00edze, co\u017e p\u0159itahuje spot\u0159ebitele.<\/li>\n<li>Zv\u00fd\u0161en\u00e1 cenov\u00e1 s\u00edla \u0161pi\u010dkov\u00fdch zna\u010dek: Zn\u00e1m\u00e9 zna\u010dky mohou m\u00edt vy\u0161\u0161\u00ed ceny d\u00edky sv\u00e9 pov\u011bsti a uzn\u00e1n\u00ed.<\/li>\n<li>\u0158\u00edzen\u00ed cen: Obchodn\u00edci uprav\u00ed ceny, aby udr\u017eeli rovnov\u00e1hu mezi n\u00e1klady a hodnotou, udr\u017eeli v\u011brnost z\u00e1kazn\u00edk\u016f a maximalizovali zisky.<\/li>\n<li>P\u0159echod do pr\u00e9miov\u00e9ho segmentu: \u00dasp\u011b\u0161n\u00e9 zna\u010dky se stanou pr\u00e9miov\u011bj\u0161\u00edmi, aby si udr\u017eely mar\u017ee a zv\u00fd\u0161ily pod\u00edl na trhu.<\/li>\n<\/ul>\n<p>Kl\u00ed\u010dov\u00e9 ot\u00e1zky pro obchodn\u00edky<\/p>\n<p>Market\u00e9\u0159i by si m\u011bli polo\u017eit t\u0159i d\u016fle\u017eit\u00e9 ot\u00e1zky:<\/p>\n<ol>\n<li>Odpov\u00eddaj\u00ed o\u010dek\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f ohledn\u011b va\u0161\u00ed ceny situaci na trhu?<\/li>\n<li>M\u00e1te dostatek vlastn\u00edho kapit\u00e1lu, abyste ospravedlnili svou relativn\u00ed cenu?<\/li>\n<li>M\u00e1te dodate\u010dn\u00fd kapit\u00e1l?<\/li>\n<\/ol>\n<p>Spole\u010dnosti, kter\u00e9 dok\u00e1\u017eou odpov\u011bd\u011bt na tyto ot\u00e1zky kladn\u011b, dos\u00e1hnou v roce 2024 v\u011bt\u0161\u00edho \u00fasp\u011bchu.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5938a29 elementor-widget elementor-widget-heading\" data-id=\"5938a29\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">8. Nov\u00ed hr\u00e1\u010di na trhu spot\u0159ebn\u00edho zbo\u017e\u00ed: v\u00fdzva pro giganty<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec2ee28 elementor-widget-mobile__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"ec2ee28\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Zm\u011bny ve v\u00fdrob\u011b spot\u0159ebn\u00edho zbo\u017e\u00ed generuj\u00ed dynamick\u00fd rozvoj: mal\u00e9 nov\u00e9 firmy a challenger zna\u010dky se rozv\u00edjej\u00ed dynami\u010dt\u011bji ne\u017e mnoho tradi\u010dn\u00edch gigant\u016f. N\u011bkter\u00e9 kl\u00ed\u010dov\u00e9 body:<\/p>\n<ul>\n<li>Spole\u010dnosti s men\u0161\u00edm pod\u00edlem na trhu vykazuj\u00ed celosv\u011btov\u011b v\u00fdznamn\u00fd r\u016fst.<\/li>\n<li>V\u011bt\u0161ina kupuj\u00edc\u00edch preferuje zbo\u017e\u00ed mal\u00fdch firem p\u0159ed velk\u00fdmi sv\u011btov\u00fdmi zna\u010dkami.<\/li>\n<li>Mikrozna\u010dky podporuj\u00ed rychl\u00fd r\u016fst trhu t\u00edm, \u017ee zpochyb\u0148uj\u00ed zaveden\u00e9 koncepty a pot\u0159eby spot\u0159ebitel\u016f.<\/li>\n<li>Tyto zna\u010dky se sna\u017e\u00ed nejen obsadit trh, ale tak\u00e9 ovlivnit v\u011bdom\u00ed spot\u0159ebitel\u016f. Aby si v\u011bt\u0161\u00ed zna\u010dky spot\u0159ebn\u00edho zbo\u017e\u00ed udr\u017eely konkurenceschopnost, mus\u00ed:<\/li>\n<li>Rozv\u00edjejte flexibilitu a jd\u011bte rychle na trh.<\/li>\n<li>Zam\u011b\u0159te se na pot\u0159eby spot\u0159ebitel\u016f.<\/li>\n<li>Investujte do inovac\u00ed a revolu\u010dn\u00edch technologi\u00ed.<\/li>\n<li>Rozhodujte se na z\u00e1klad\u011b dat.<\/li>\n<li>Rozv\u00edjejte odborn\u00e9 znalosti v p\u0159\u00edm\u00e9 komunikaci se spot\u0159ebiteli.<\/li>\n<li>Vytv\u00e1\u0159ejte p\u0159\u00edb\u011bhy, kter\u00e9 zd\u016fraz\u0148uj\u00ed jedine\u010dn\u00e9 siln\u00e9 str\u00e1nky zna\u010dky. V roce 2024 budou vyzyvatelsk\u00e9 zna\u010dky pokra\u010dovat ve sv\u00e9 ofenziv\u011b a zam\u011b\u0159\u00ed se na specializovan\u00e9 trhy, vyu\u017e\u00edvaj\u00ed soci\u00e1ln\u00ed m\u00e9dia a neust\u00e1l\u00e9 inovace.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e75e40a elementor-widget elementor-widget-heading\" data-id=\"e75e40a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">9. Rostouc\u00ed role maloobchodn\u00edch m\u00e9di\u00ed:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6905a2c elementor-widget-mobile__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"6905a2c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Spot\u0159ebitel\u00e9 m\u011bn\u00ed sv\u00e9 chov\u00e1n\u00ed, d\u00edky \u010demu\u017e jsou maloobchodn\u00ed m\u00e9dia d\u016fle\u017eit\u00fdm n\u00e1strojem zna\u010dek. Objevuje se st\u00e1le v\u00edce maloobchodn\u00edch medi\u00e1ln\u00edch s\u00edt\u00ed. Investice do maloobchodn\u00edch m\u00e9di\u00ed rostou: 56 % profesion\u00e1l\u016f v Severn\u00ed Americe a 46 % market\u00e9r\u016f na cel\u00e9m sv\u011bt\u011b pl\u00e1nuje zv\u00fd\u0161it sv\u00e9 rozpo\u010dty.<\/p>\n<p>Maloobchodn\u00ed m\u00e9dia poskytuj\u00ed cenn\u00e1 data o n\u00e1kupech, kter\u00e1 nejsou k dispozici na jin\u00fdch platform\u00e1ch, a umo\u017e\u0148uj\u00ed obchodn\u00edk\u016fm l\u00e9pe porozum\u011bt chov\u00e1n\u00ed a preferenc\u00edm publika a vytv\u00e1\u0159et personalizovan\u011bj\u0161\u00ed reklamn\u00ed kampan\u011b. Odhl\u00e1\u0161en\u00edm z cookies se tradi\u010dn\u00ed metody c\u00edlen\u00ed st\u00e1vaj\u00ed m\u00e9n\u011b \u00fa\u010dinn\u00fdmi. Maloobchodn\u00ed m\u00e9dia nab\u00edzej\u00ed alternativn\u00ed \u0159e\u0161en\u00ed zalo\u017een\u00e1 na \u00fadaj\u00edch o n\u00e1kupu, co\u017e pom\u00e1h\u00e1 sni\u017eovat pl\u00fdtv\u00e1n\u00ed a maximalizovat n\u00e1vratnost investic.<\/p>\n<p>Obchodn\u00edci se \u010dasto ob\u00e1vaj\u00ed o efektivitu reklamn\u00edch kampan\u00ed. Nez\u00e1visl\u00e1 m\u011b\u0159en\u00ed maloobchodn\u00edch m\u00e9di\u00ed poskytuj\u00ed transparentnost a potvrzuj\u00ed, \u017ee kampan\u011b oslovuj\u00ed c\u00edlov\u00e9 publikum, optimalizuj\u00ed v\u00fddaje a maximalizuj\u00ed n\u00e1vratnost investic. Maloobchodn\u00ed m\u00e9dia vytv\u00e1\u0159ej\u00ed pro maloobchodn\u00edky nov\u00fd monetiza\u010dn\u00ed kan\u00e1l, zvy\u0161uj\u00ed tr\u017eby a zlep\u0161uj\u00ed n\u00e1vratnost investic do kamenn\u00fdch obchod\u016f. Pom\u00e1haj\u00ed tak\u00e9 posilovat vztahy se z\u00e1kazn\u00edky.<\/p>\n<p>Do roku 2024 budou nez\u00e1visl\u00e1 m\u011b\u0159en\u00ed medi\u00e1ln\u00ed anal\u00fdzy pro maloobchodn\u00ed m\u00e9dia d\u016fle\u017eit\u011bj\u0161\u00ed, ov\u011b\u0159\u00ed v\u00fdkon kan\u00e1lu a vytvo\u0159\u00ed lep\u0161\u00ed reklamn\u00ed z\u00e1\u017eitek pro spot\u0159ebitele, co\u017e podpo\u0159\u00ed r\u016fst trhu. Maloobchodn\u00ed m\u00e9dia nab\u00edzej\u00ed obchodn\u00edk\u016fm a prodejc\u016fm \u0159adu v\u00fdhod. D\u00edky lep\u0161\u00edmu p\u0159\u00edstupu k dat\u016fm, lep\u0161\u00edm mo\u017enostem c\u00edlen\u00ed, transparentnosti a dal\u0161\u00edm zdroj\u016fm p\u0159\u00edjm\u016f se maloobchodn\u00ed m\u00e9dia st\u00e1vaj\u00ed d\u016fle\u017eit\u00fdm kan\u00e1lem v dne\u0161n\u00edm marketingov\u00e9m prost\u0159ed\u00ed.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47ad5b9 elementor-widget elementor-widget-heading\" data-id=\"47ad5b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">10. Rostouc\u00ed v\u00fdznam vyhled\u00e1v\u00e1n\u00ed Google:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1cd2fa6 elementor-widget-mobile__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"1cd2fa6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Ka\u017edou sekundu se na Google ode\u0161le 6,3 milionu dotaz\u016f na informace. Online vyhled\u00e1v\u00e1n\u00ed vzrostlo na p\u00e1t\u00fd nejvlivn\u011bj\u0161\u00ed kan\u00e1l vlivu zna\u010dky (n\u00e1r\u016fst z 11. m\u00edsta v roce 2018).<\/p>\n<p>\u00c9ra AI a neuronov\u00fdch s\u00edt\u00ed<\/p>\n<ul>\n<li>Vyhled\u00e1v\u00e1n\u00ed se p\u0159esouv\u00e1 od kl\u00ed\u010dov\u00fdch slov, relevance a hodnot\u00edc\u00edch algoritm\u016f k pou\u017e\u00edv\u00e1n\u00ed velk\u00fdch jazykov\u00fdch model\u016f a um\u011bl\u00e9 inteligence, kter\u00e9 hraj\u00ed st\u00e1le d\u016fle\u017eit\u011bj\u0161\u00ed roli.<\/li>\n<\/ul>\n<p>Je d\u016fle\u017eit\u00e9 porozum\u011bt cest\u011b z\u00e1kazn\u00edka<\/p>\n<ul>\n<li>Od roku 2024 se vyhled\u00e1v\u00e1n\u00ed st\u00e1v\u00e1 kl\u00ed\u010dem k pochopen\u00ed slo\u017eit\u00e9ho \u201est\u0159edu\u201c cesty z\u00e1kazn\u00edka.<\/li>\n<li>Anal\u00fdza kl\u00ed\u010dov\u00fdch slov a jejich pou\u017e\u00edv\u00e1n\u00ed ve v\u0161ech digit\u00e1ln\u00edch kan\u00e1lech se st\u00e1v\u00e1 z\u00e1sadn\u00ed.<\/li>\n<li>Je d\u016fle\u017eit\u00e9 vz\u00edt v \u00favahu nov\u00e9 trendy v kategori\u00edch.<\/li>\n<\/ul>\n<p>Doporu\u010den\u00ed zna\u010dk\u00e1m<\/p>\n<ul>\n<li>Zm\u011b\u0148te digit\u00e1ln\u00ed strategii a obsah reklamn\u00edch materi\u00e1l\u016f.<\/li>\n<li>Zajistit p\u0159\u00edtomnost zna\u010dky v bl\u00edzkosti spot\u0159ebitel\u016f.<\/li>\n<li>Ud\u011blejte si jm\u00e9no a sna\u017ete se b\u00fdt o krok nap\u0159ed p\u0159ed sv\u00fdmi soupe\u0159i.<\/li>\n<\/ul>\n<p>Vyhled\u00e1v\u00e1n\u00ed Google je st\u00e1le slo\u017eit\u011bj\u0161\u00ed a dynami\u010dt\u011bj\u0161\u00ed. Zna\u010dky, kter\u00e9 cht\u011bj\u00ed z\u016fstat na \u0161pici, mus\u00ed p\u0159izp\u016fsobit svou digit\u00e1ln\u00ed strategii a obsah t\u00e9to nov\u00e9 realit\u011b.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Marketingov\u00e9 trendy pro rok 2024 od spole\u010dnosti Kantar Kantar, l\u00eddr v oblasti marketingov\u00e9 anal\u00fdzy a dat, p\u0159edstavil svou vizi marketingov\u00fdch trend\u016f pro rok 2024. Ve zpr\u00e1v\u011b odborn\u00edci analyzovali makro trendy t\u00fdkaj\u00edc\u00ed se glob\u00e1ln\u00edch ekonomick\u00fdch zm\u011bn, spole\u010densk\u00fdch transformac\u00ed a technologick\u00fdch inovac\u00ed, stejn\u011b jako mikrotrendy souvisej\u00edc\u00ed se vzorci chov\u00e1n\u00ed spot\u0159ebitel\u016f a nov\u00fdmi komunika\u010dn\u00edmi metodami. Market\u00e9r\u016fm se doporu\u010duje, [&hellip;]<\/p>\n","protected":false},"author":37,"featured_media":8526,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[79],"tags":[],"class_list":["post-8525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"Kantar, l\u00eddr v oblasti marketingov\u00e9 anal\u00fdzy a dat, p\u0159edstavil svou vizi marketingov\u00fdch trend\u016f pro rok 2024.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"AdminSurname Admin\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/topdigital.com.ua\/cs\/blog\/marketingove-trendy-pro-rok-2024-od-kantar\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO (AIOSEO) 4.9.8\" \/>\n\t\t<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n\t\t<meta property=\"og:site_name\" content=\"\u041c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0435 \u0430\u0433\u0435\u043d\u0441\u0442\u0432\u043e &quot;TOP DIGITAL&quot; 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