{"id":8571,"date":"2023-07-24T13:50:29","date_gmt":"2023-07-24T10:50:29","guid":{"rendered":"https:\/\/topdigital.com.ua\/2023\/07\/24\/6-%d0%bc%d0%be%d0%b6%d0%bb%d0%b8%d0%b2%d0%be%d1%81%d1%82%d0%b5%d0%b9-%d1%81%d1%83%d1%87%d0%b0%d1%81%d0%bd%d0%be%d0%b3%d0%be-%d0%bc%d0%b0%d1%80%d0%ba%d0%b5%d1%82%d0%b8%d0%bd%d0%b3%d1%83-%d0%b4%d0%bb\/"},"modified":"2024-07-30T15:42:59","modified_gmt":"2024-07-30T12:42:59","slug":"6-mozhlyvostej-suchasnogo-marketyngu-dl","status":"publish","type":"post","link":"https:\/\/topdigital.com.ua\/cs\/blog\/6-mozhlyvostej-suchasnogo-marketyngu-dl\/","title":{"rendered":"6 modern\u00edch marketingov\u00fdch p\u0159\u00edle\u017eitost\u00ed"},"content":{"rendered":"\t\t
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Modern\u00ed marketing - 6 p\u0159\u00edle\u017eitost\u00ed pro multidisciplin\u00e1rn\u00ed t\u00fdmy<\/p>\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

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\n\t\t\tHlavn\u00ed<\/a>\n\t\t<\/span>\u00bb<\/span>\n\t\t\tBlog<\/a>\n\t\t<\/span>\u00bb<\/span>\n\t\t\t6 modern\u00edch marketingov\u00fdch p\u0159\u00edle\u017eitost\u00ed\n\t\t<\/span><\/div><\/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
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Tradi\u010dn\u00ed obchodn\u00ed p\u0159\u00edstup k marketingu ji\u017e nep\u0159in\u00e1\u0161\u00ed po\u017eadovan\u00e9 v\u00fdsledky. V dne\u0161n\u00edm marketingu mus\u00ed m\u00edt odborn\u00edci \u0161irokou \u0161k\u00e1lu dovednost\u00ed a up\u0159ednost\u0148ovat spolupr\u00e1ci. Organizace o\u010dek\u00e1vaj\u00ed v\u00edce od marketingov\u00fdch organizac\u00ed s m\u00e9n\u011b zdroji. Rozpo\u010dty se kontroluj\u00ed, t\u00fdmy se ze\u0161t\u00edhluj\u00ed a mana\u017ee\u0159i o\u010dek\u00e1vaj\u00ed dal\u0161\u00ed vlnu r\u016fstu od \u0159editel\u016f marketingu (CMO).
I kdy\u017e existuje nap\u011bt\u00ed mezi r\u016fstem a efektivitou, nem\u011bli bychom je vn\u00edmat jako vz\u00e1jemn\u011b se vylu\u010duj\u00edc\u00ed. Aby organizace maximalizovala n\u00e1vratnost ka\u017ed\u00e9ho vynalo\u017een\u00e9ho dolaru, mus\u00ed vytv\u00e1\u0159et personalizovan\u011bj\u0161\u00ed a smyslupln\u011bj\u0161\u00ed spojen\u00ed se z\u00e1kazn\u00edky v ka\u017ed\u00e9 f\u00e1zi interakce. L\u00edd\u0159i, kter\u00fdm se to poda\u0159\u00ed, mohou zv\u00fd\u0161it efektivitu marketingov\u00fdch v\u00fddaj\u016f o 10\u201330 % a p\u0159isp\u011bt ke zv\u00fd\u0161en\u00ed tr\u017eeb spole\u010dnosti o dv\u011b a\u017e t\u0159i procenta.

Pro dosa\u017een\u00ed \u00fasp\u011bchu je nutn\u00e9 zav\u00e9st efektivn\u00ed modern\u00ed marketing zalo\u017een\u00fd na datech a hodnot\u011b. To vy\u017eaduje z\u00e1kaznicky orientovan\u00e9 paradigma a tak\u00e9 vhodn\u00e9 n\u00e1stroje a schopnosti pro implementaci ve velk\u00e9m m\u011b\u0159\u00edtku. Firmy neusp\u011bj\u00ed, proto\u017ee jejich market\u00e9\u0159i nemaj\u00ed schopnosti pou\u017e\u00edvat dostupn\u00e9 n\u00e1stroje nebo nev\u011bd\u00ed, jak efektivn\u011b spolupracovat. Implementace modern\u00edho marketingu vy\u017eaduje d\u016fslednost a zam\u011b\u0159en\u00ed na data a hodnoty. Na tom z\u00e1vis\u00ed \u00fasp\u011bch spole\u010dnosti a p\u0159\u00edle\u017eitost zaujmout vedouc\u00ed postaven\u00ed na trhu.\nMarketingov\u00e9 organizace \u010del\u00ed n\u011bkter\u00fdm mezer\u00e1m, kter\u00e9 omezuj\u00ed efektivitu jejich marketingov\u00fdch v\u00fddaj\u016f a efektivitu jejich t\u00fdm\u016f a technologi\u00ed. Podle studie McKinsey Modern Marketing Model M3 nem\u00e1 81 % spole\u010dnost\u00ed integrovan\u00fd z\u00e1sobn\u00edk marketingov\u00fdch technologi\u00ed, kter\u00fd by byl schopen poskytovat personalizovan\u00e9 zku\u0161enosti nap\u0159\u00ed\u010d v\u0161emi kan\u00e1ly. Nav\u00edc 76 % spole\u010dnost\u00ed nem\u016f\u017ee \u00fasp\u011b\u0161n\u011b sprintovat nebo nedodr\u017euje form\u00e1ln\u00ed agiln\u00ed procesy. Dal\u0161\u00edch 67 % CMO tvrd\u00ed, \u017ee jsou zahlceni obrovsk\u00fdm mno\u017estv\u00edm marketingov\u00fdch dat, kter\u00e1 maj\u00ed k dispozici.\nTato omezen\u00ed vytv\u00e1\u0159ej\u00ed v\u00fdzvy pro marketingov\u00e9 organizace, ale tak\u00e9 poskytuj\u00ed p\u0159\u00edle\u017eitosti pro zlep\u0161ov\u00e1n\u00ed proces\u016f a v\u00fdvoj nov\u00fdch technologi\u00ed.

Marketingov\u00e9 prost\u0159ed\u00ed se m\u011bn\u00ed a CMO mus\u00ed p\u0159ehodnotit dovednosti sv\u00fdch zam\u011bstnanc\u016f, aby t\u011bmto zm\u011bn\u00e1m vyhov\u011bli. Modern\u00ed market\u00e9\u0159i mus\u00ed b\u00fdt mist\u0159i sv\u00e9ho \u0159emesla a um\u011bt v\u0161echno. Mus\u00ed rozum\u011bt datov\u00e9 v\u011bd\u011b, marketingu a kreativit\u011b. Mus\u00ed b\u00fdt tak\u00e9 schopni pracovat v mezifunk\u010dn\u00edch t\u00fdmech a pou\u017e\u00edvat nov\u00e9 n\u00e1stroje a technologie. Bohu\u017eel ne v\u0161echny spole\u010dnosti dr\u017e\u00ed krok s t\u011bmito zm\u011bnami. V d\u016fsledku toho je mnoho marketingov\u00fdch snah ne\u00fa\u010dinn\u00fdch. Jedna spole\u010dnost si nap\u0159\u00edklad najala datov\u00e9ho analytika, aby zlep\u0161il svou schopnost m\u011b\u0159it dopad jej\u00edch kampan\u00ed. T\u00fdm pro anal\u00fdzu dat v\u0161ak nerozum\u011bl probl\u00e9m\u016fm, kter\u00e9 se obchodn\u00edci zna\u010dek sna\u017eili vy\u0159e\u0161it. Modely, kter\u00e9 vytvo\u0159ili, byly p\u0159\u00edli\u0161 podrobn\u00e9 nebo identifikovan\u00e9 prom\u011bnn\u00e9, se kter\u00fdmi market\u00e9\u0159i neum\u011bli pracovat. Zna\u010dkov\u00ed market\u00e9\u0159i p\u0159itom nev\u011bd\u011bli, jak p\u0159elo\u017eit obchodn\u00ed nebo tr\u017en\u00ed ot\u00e1zky do jazyka datov\u00e9 v\u011bdy. To je jen jeden p\u0159\u00edklad toho, co se m\u016f\u017ee st\u00e1t, kdy\u017e spole\u010dnosti nep\u0159e\u0161kol\u00ed sv\u00e9 zam\u011bstnance. Aby spole\u010dnosti \u00fasp\u011b\u0161n\u011b konkurovaly v dne\u0161n\u00edm marketingov\u00e9m prost\u0159ed\u00ed, mus\u00ed vybudovat t\u00fdm zam\u011bstnanc\u016f, kte\u0159\u00ed maj\u00ed \u0161irokou \u0161k\u00e1lu dovednost\u00ed a dok\u00e1\u017eou efektivn\u011b spolupracovat.

Zde je \u0161est mezioborov\u00fdch kompetenc\u00ed, kter\u00e9 pomohou obchodn\u00edk\u016fm utv\u00e1\u0159et budoucnost jejich sektoru:<\/b>

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  • Data Science: Market\u00e9\u0159i pot\u0159ebuj\u00ed rozum\u011bt datov\u00e9 v\u011bd\u011b, aby mohli \u010dinit informovan\u00e1 rozhodnut\u00ed. Mus\u00ed b\u00fdt schopni shroma\u017e\u010fovat a analyzovat data a pou\u017e\u00edvat tato data k vytv\u00e1\u0159en\u00ed \u00fa\u010dinn\u00fdch marketingov\u00fdch kampan\u00ed. <\/li>\n
  • Marketing: Market\u00e9\u0159i mus\u00ed rozum\u011bt z\u00e1klad\u016fm marketingu, jako je segmentace trhu, um\u00edst\u011bn\u00ed a komunikace. Mus\u00ed b\u00fdt schopni vyvinout a implementovat marketingov\u00e9 strategie a kampan\u011b, kter\u00e9 oslov\u00ed c\u00edlov\u00e9 publikum.<\/li>\n
  • Kreativita: Market\u00e9\u0159i mus\u00ed b\u00fdt kreativn\u00ed, aby vytvo\u0159ili atraktivn\u00ed a efektivn\u00ed marketingov\u00e9 materi\u00e1ly. Mus\u00ed b\u00fdt schopni myslet mimo r\u00e1mec a nach\u00e1zet nov\u00e9 zp\u016fsoby, jak dos\u00e1hnout sv\u00fdch c\u00edl\u016f. <\/li>\n
  • T\u00fdmov\u00e1 pr\u00e1ce: Market\u00e9\u0159i mus\u00ed b\u00fdt schopni pracovat v t\u00fdmech nap\u0159\u00ed\u010d r\u016fzn\u00fdmi funkcemi. Mus\u00ed b\u00fdt schopni efektivn\u011b komunikovat a spolupracovat s lidmi z r\u016fzn\u00fdch oblast\u00ed, jako je prodej, finance a v\u00fdvoj produkt\u016f. <\/li>\n
  • Pou\u017e\u00edv\u00e1n\u00ed nov\u00fdch n\u00e1stroj\u016f a technologi\u00ed: Market\u00e9\u0159i mus\u00ed dr\u017eet krok s nejnov\u011bj\u0161\u00edmi trendy v marketingu a v\u011bd\u011bt, jak pou\u017e\u00edvat nov\u00e9 n\u00e1stroje a technologie ke zlep\u0161en\u00ed efektivity sv\u00fdch kampan\u00ed.<\/li><\/ul><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Spole\u010dnosti, kter\u00e9 dok\u00e1\u017eou vybudovat t\u00fdm zam\u011bstnanc\u016f s t\u011bmito mezioborov\u00fdmi kompetencemi, budou m\u00edt zna\u010dnou v\u00fdhodu p\u0159ed konkurenc\u00ed. Budou schopni navrhnout a realizovat efektivn\u011bj\u0161\u00ed marketingov\u00e9 kampan\u011b, kter\u00e9 dosahuj\u00ed lep\u0161\u00edch v\u00fdsledk\u016f.<\/h5>\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
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    Efektivn\u00ed marketingov\u00fd model ve tvaru T<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Efektivn\u00ed marketing zapojen\u00ed z\u00e1kazn\u00edk\u016f vy\u017eaduje novou \u00farove\u0148 spolupr\u00e1ce a koordinace mezi r\u016fzn\u00fdmi funk\u010dn\u00edmi partnery. Nap\u0159\u00edklad dynamickou personalizaci a detailn\u00ed m\u011b\u0159en\u00ed nelze omezit na jeden kan\u00e1l. M\u011bly by b\u00fdt aplikov\u00e1ny ve v\u0161ech f\u00e1z\u00edch interakce s klientem \u2013 od placen\u00fdch kan\u00e1l\u016f po vlastnosti vlastn\u00ed zna\u010dky. Spr\u00e1vn\u00e1 mezifunk\u010dn\u00ed spolupr\u00e1ce a efektivn\u00ed vyu\u017eit\u00ed dostupn\u00fdch dat a n\u00e1stroj\u016f vy\u017eaduje obchodn\u00edky, kte\u0159\u00ed maj\u00ed hlubok\u00e9 znalosti o r\u016fzn\u00fdch marketingov\u00fdch funkc\u00edch. Dne\u0161n\u00ed marketingov\u00e9 p\u0159\u00edle\u017eitosti jsou v\u00fdzvou pro dovednosti a talenty. V\u011bt\u0161ina lid\u00ed v marketingov\u00fdch organizac\u00edch m\u016f\u017ee m\u00edt odborn\u00e9 znalosti v ur\u010dit\u00fdch oblastech, ale nyn\u00ed je nutn\u00e9 b\u00fdt v mnoha oblastech kompetentn\u00ed.

    Novou marketingovou supervelmoc\u00ed je interdisciplin\u00e1rn\u00ed kompetence v \u0161esti hlavn\u00edch oblastech:<\/b>

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    • Orientace na z\u00e1kazn\u00edka: Market\u00e9\u0159i mus\u00ed rozum\u011bt pot\u0159eb\u00e1m a p\u0159\u00e1n\u00edm sv\u00fdch z\u00e1kazn\u00edk\u016f a navrhovat marketingov\u00e9 kampan\u011b, kter\u00e9 tyto pot\u0159eby spl\u0148uj\u00ed.<\/li>\n
    • Celocyklov\u00fd marketing: Market\u00e9\u0159i mus\u00ed rozum\u011bt cel\u00e9mu cyklu interakce z\u00e1kazn\u00edka se spole\u010dnost\u00ed, od prvn\u00edho kontaktu a\u017e po opakovan\u00e9 n\u00e1kupy.<\/li>\n
    • Flexibiln\u00ed provozn\u00ed model: Market\u00e9\u0159i mus\u00ed b\u00fdt schopni rychle se p\u0159izp\u016fsobit m\u011bn\u00edc\u00edm se podm\u00ednk\u00e1m na trhu a vyv\u00edjet marketingov\u00e9 kampan\u011b, kter\u00e9 t\u011bmto zm\u011bn\u00e1m vyhovuj\u00ed.<\/li>\n
    • V\u00edcekan\u00e1lov\u00e1 dokonalost: Market\u00e9\u0159i mus\u00ed b\u00fdt schopni vyu\u017e\u00edvat v\u00edce kan\u00e1l\u016f k interakci se z\u00e1kazn\u00edky, v\u010detn\u011b digit\u00e1ln\u00edch, offline a soci\u00e1ln\u00edch kan\u00e1l\u016f.<\/li>\n
    • M\u011b\u0159en\u00ed: Market\u00e9\u0159i by m\u011bli b\u00fdt schopni m\u011b\u0159it efektivitu sv\u00fdch marketingov\u00fdch kampan\u00ed a vyvodit z\u00e1v\u011bry pro budouc\u00ed kampan\u011b. <\/li>\n
    • \u00dadaje o z\u00e1kazn\u00edc\u00edch a marketingov\u00e9 technologie: Market\u00e9\u0159i mus\u00ed b\u00fdt schopni shroma\u017e\u010fovat a analyzovat \u00fadaje o z\u00e1kazn\u00edc\u00edch a pou\u017e\u00edvat je k vytv\u00e1\u0159en\u00ed \u00fa\u010dinn\u00fdch marketingov\u00fdch kampan\u00ed. <\/li>\n<\/ul><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Market\u00e9\u0159i s mezioborov\u00fdmi kompetencemi v t\u011bchto \u0161esti oblastech budou v budoucnu nej\u017e\u00e1dan\u011bj\u0161\u00ed. Budou schopni vytv\u00e1\u0159et marketingov\u00e9 kampan\u011b, kter\u00e9 vytv\u00e1\u0159ej\u00ed hlubok\u00e9 spojen\u00ed se z\u00e1kazn\u00edky a dosahuj\u00ed nejlep\u0161\u00edch obchodn\u00edch v\u00fdsledk\u016f.
      S t\u011bmito p\u0159\u00edle\u017eitostmi budou market\u00e9\u0159i schopni vyvinout soubor dovednost\u00ed ve tvaru p\u00edsmene T, kter\u00fd spojuje hlubok\u00e9 odborn\u00e9 znalosti v oboru se \u0161irok\u00fdm rozsah dovednost\u00ed. Hlavn\u00edm c\u00edlem nen\u00ed ud\u011blat z datov\u00fdch analytik\u016f market\u00e9ry zna\u010dek nebo naopak. Nam\u00edsto toho se sna\u017e\u00edme budovat mosty k porozum\u011bn\u00ed a zlep\u0161ovat komunikaci, umo\u017enit v\u00edce kreativity, rychlej\u0161\u00ed \u0159e\u0161en\u00ed probl\u00e9m\u016f a synergick\u00fd dopad.<\/br>
      V tomto nov\u00e9m paradigmatu si market\u00e9\u0159i zna\u010dek zvykli pou\u017e\u00edvat automatiza\u010dn\u00ed n\u00e1stroje k aktivaci a m\u011b\u0159en\u00ed kampan\u00ed. IT a analytick\u00e9 t\u00fdmy se u\u010d\u00ed, co z\u00e1kazn\u00edci cht\u011bj\u00ed, jak je oslovit a jak\u00e9 d\u016fle\u017eit\u00e9 ot\u00e1zky o nich je t\u0159eba zodpov\u011bd\u011bt.<\/br>
      Jedna z p\u0159edn\u00edch sv\u011btov\u00fdch zna\u010dek se py\u0161nila t\u00edm, \u017ee m\u00e1 z\u00e1kaznick\u00e1 data ze v\u0161ech sv\u00fdch prodejn\u00edch kan\u00e1l\u016f. Spole\u010dnost v\u0161ak nem\u011bla holistick\u00fd pohled na sv\u00e9 z\u00e1kazn\u00edky. Informace z r\u016fzn\u00fdch kan\u00e1l\u016f nebyly vz\u00e1jemn\u011b propojeny a interpretace chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f postr\u00e1dala kritick\u00e1 data o chov\u00e1n\u00ed. Byla odhalena zna\u010dn\u00e1 nevyu\u017eit\u00e1 s\u00edla, pokud jde o stanoven\u00ed optim\u00e1ln\u00edch strategi\u00ed pro stanoven\u00ed priorit a upout\u00e1n\u00ed pozornosti z\u00e1kazn\u00edk\u016f.<\/br>
      Pro propojen\u00ed v\u0161ech aspekt\u016f spole\u010dnost vytvo\u0159ila nov\u00fd technologick\u00fd z\u00e1sobn\u00edk \u2013 robustn\u00ed datab\u00e1zi, kter\u00e1 integruje v\u0161echny kan\u00e1ly, analytick\u00e9 a motor pro podporu stanoven\u00ed priorit a c\u00edlen\u00ed z\u00e1kazn\u00edk\u016f a n\u00e1stroje pro personalizaci cest z\u00e1kazn\u00edk\u016f. Segmentace se p\u0159eorientovala z produktu na klienta a vznikl nov\u00fd provozn\u00ed model ve \u201ewin-roomech\u201c, kter\u00fd sjednotil r\u016fzn\u00e9 oblasti marketingu. Zna\u010dkov\u00ed market\u00e9\u0159i, specialist\u00e9 na e-commerce, analytici a kreativci spolupracovali pomoc\u00ed nov\u00fdch m\u011b\u0159ic\u00edch n\u00e1stroj\u016f a p\u0159\u00edstupu testujte a u\u010dte se. V\u00fdsledkem byly miliony dal\u0161\u00edch p\u0159\u00edjm\u016f.<\/br>
      Spole\u010dnost v\u0161ak pochopila, \u017ee to nesta\u010d\u00ed. Aby mohla vyu\u017e\u00edt nov\u00e9 analytick\u00e9 a m\u011b\u0159ic\u00ed n\u00e1stroje, kulturu testov\u00e1n\u00ed a u\u010den\u00ed a agiln\u00ed provozn\u00ed model na v\u0161ech \u00farovn\u00edch organizace, pot\u0159ebovala vytvo\u0159it nov\u00e9 schopnosti a roz\u0161\u00ed\u0159it je v cel\u00e9 spole\u010dnosti. Prob\u011bhl komplexn\u00ed program rozvoje digit\u00e1ln\u00edch dovednost\u00ed, kter\u00fd zahrnoval digit\u00e1ln\u00ed \u0161kolen\u00ed na vy\u017e\u00e1d\u00e1n\u00ed, interaktivn\u00ed workshopy, praktickou pr\u00e1ci v re\u00e1ln\u00fdch podm\u00ednk\u00e1ch a vypracov\u00e1n\u00ed sc\u00e9n\u00e1\u0159\u016f. To pomohlo rozv\u00edjet nejen dovednosti obchodn\u00edk\u016f pracuj\u00edc\u00edch s nov\u00fdmi n\u00e1stroji, ale tak\u00e9 \u0161ir\u0161\u00ed t\u00fdmy, kter\u00e9 byly kl\u00ed\u010dem k odemknut\u00ed hodnoty t\u011bchto pokrok\u016f ve velk\u00e9m m\u011b\u0159\u00edtku.<\/h5>\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
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/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
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      Kroky k \u00fasp\u011bchu<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Spole\u010dnosti, kter\u00e9 usp\u011bly ve v\u00fdvoji a udr\u017een\u00ed modern\u00edch marketingov\u00fdch schopnost\u00ed, up\u0159ednost\u0148uj\u00ed rozvoj nov\u00fdch dovednost\u00ed a sna\u017e\u00ed se poskytnout obchodn\u00edk\u016fm jasn\u00e9 pochopen\u00ed p\u0159\u00edle\u017eitost\u00ed. I kdy\u017e n\u011bkdy existuje poku\u0161en\u00ed rychle zv\u00fd\u0161it kapacitu najmut\u00edm l\u00eddra nebo akvizic\u00ed men\u0161\u00ed spole\u010dnosti, takov\u00e9 rychl\u00e9 zm\u011bny jsou t\u00e9m\u011b\u0159 v\u017edy neudr\u017eiteln\u00e9. Nej\u00fa\u010dinn\u011bj\u0161\u00ed jsou zjednodu\u0161en\u00e9 p\u0159\u00edstupy k naj\u00edm\u00e1n\u00ed, akvizici a \u0161kolen\u00ed, s d\u016frazem na to druh\u00e9 \u2013 \u0161kolen\u00ed a \u0161kolen\u00ed. Tyto \u00fasp\u011bchy jsou zalo\u017eeny na n\u011bkolika kl\u00ed\u010dov\u00fdch principech.<\/h5>\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
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/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
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      Strategick\u00e9 priority<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      V prvn\u00ed \u0159ad\u011b je nutn\u00e9 u\u010dinit z rozvoje marketingov\u00fdch p\u0159\u00edle\u017eitost\u00ed nejvy\u0161\u0161\u00ed strategickou prioritu. To znamen\u00e1, \u017ee spole\u010dnosti mus\u00ed uznat hodnotu tohoto procesu a deklarovat jej jako v\u00fdnosov\u00fd imperativ, nikoli pouze jako n\u00e1klad. Nap\u0159\u00edklad nadn\u00e1rodn\u00ed spole\u010dnost zab\u00fdvaj\u00edc\u00ed se spot\u0159ebn\u00edm zbo\u017e\u00edm, aby pos\u00edlila sv\u00e9 schopnosti, nutn\u011b provedla efektivn\u00ed kurz digit\u00e1ln\u00edho marketingu pro v\u0161echny zam\u011bstnance, v\u010detn\u011b vrcholov\u00fdch mana\u017eer\u016f, kter\u00fd prok\u00e1zal v\u00e1\u017enost sv\u00e9ho nasazen\u00ed.<\/h5>\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
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/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
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      Kombinace \u00fasil\u00ed<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Za pozornost stoj\u00ed tak\u00e9 kombinace \u00fasil\u00ed mezi t\u00fdmy. Nejsou to jen \u010dlenov\u00e9 digit\u00e1ln\u00edho t\u00fdmu a tradi\u010dn\u00ed market\u00e9\u0159i zna\u010dek, kte\u0159\u00ed pot\u0159ebuj\u00ed rozv\u00edjet sv\u00e9 dovednosti. \u00dasp\u011b\u0161n\u00e9 spole\u010dnosti roz\u0161i\u0159uj\u00ed sv\u00e9 \u0161kolic\u00ed programy zapojen\u00edm kl\u00ed\u010dov\u00fdch zainteresovan\u00fdch stran a mezifunk\u010dn\u00edch partner\u016f, intern\u00edch i extern\u00edch. Nap\u0159\u00edklad glob\u00e1ln\u00ed zna\u010dka restaurac\u00ed zve sv\u00e9 agenturn\u00ed partnery k \u00fa\u010dasti na \u0161kolen\u00edch a semin\u00e1\u0159\u00edch spole\u010dn\u011b s vlastn\u00edmi market\u00e9ry, aby ka\u017ed\u00fd pochopil nov\u00e9 modern\u00ed marketingov\u00e9 p\u0159\u00edle\u017eitosti a zp\u016fsoby pr\u00e1ce.
      Na z\u00e1v\u011br, rozvoj marketingov\u00e9ho potenci\u00e1lu vy\u017eaduje hlubok\u00fd porozum\u011bn\u00ed a priorita od veden\u00ed spole\u010dnosti a tak\u00e9 spolupr\u00e1ce mezi t\u00fdmy s c\u00edlem maximalizovat vyu\u017eit\u00ed nov\u00fdch znalost\u00ed a dovednost\u00ed v cel\u00e9 organizaci.<\/br><\/h5>\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
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/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
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      Pou\u017eit\u00ed osv\u011bd\u010den\u00fdch postup\u016f<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      \u00dasp\u011b\u0161n\u00fd \u0161kolic\u00ed program pro obchodn\u00edky mus\u00ed nejen usnadnit z\u00edsk\u00e1v\u00e1n\u00ed nov\u00fdch dovednost\u00ed, ale tak\u00e9 zajistit, aby byly uplat\u0148ov\u00e1ny a udr\u017eov\u00e1ny po dlouhou dobu. Osv\u011bd\u010den\u00e9 postupy jsou hybridn\u00ed re\u017eimy, kter\u00e9 kombinuj\u00ed samo\u0159\u00edzen\u00e9 digit\u00e1ln\u00ed u\u010den\u00ed, \u017eiv\u00e9 workshopy k procvi\u010dov\u00e1n\u00ed a aplikaci koncept\u016f, pr\u00e1ci v ter\u00e9nu souvisej\u00edc\u00ed s ka\u017edodenn\u00edmi v\u00fdzvami a \u0161kolen\u00ed a kou\u010dov\u00e1n\u00ed na pracovi\u0161ti. Mezin\u00e1rodn\u00ed spole\u010dnost zab\u00fdvaj\u00edc\u00ed se spot\u0159ebn\u00edm zbo\u017e\u00edm vytvo\u0159ila komplexn\u00ed kurz digit\u00e1ln\u00edho marketingu, aby pos\u00edlila sv\u00e9 schopnosti. Za\u010dalo to z\u00e1kladn\u00edmi dostupn\u00fdmi online v\u00fdukov\u00fdmi moduly pro ka\u017ed\u00e9ho a pot\u00e9 nab\u00eddlo hlub\u0161\u00ed v\u00fduku, aby bylo mo\u017en\u00e9 nov\u00e9 znalosti aplikovat na pr\u00e1ci obchodn\u00edk\u016f. Spole\u010dnost tak\u00e9 organizovala ob\u011bdy, \u0161kolen\u00ed a semin\u00e1\u0159e s odborn\u00edky, aby diskutovali a vym\u011b\u0148ovali si n\u00e1pady. Dal\u0161\u00edm \u00fasp\u011b\u0161n\u00fdm p\u0159\u00edstupem je pou\u017eit\u00ed testov\u00e1n\u00ed a individualizovan\u00e9ho \u0161kolen\u00ed. Potravin\u00e1\u0159sk\u00fd gigant nejprve otestoval sv\u016fj \u0161kolic\u00ed program na jednom trhu, pot\u00e9 jej upravil a zdokonalil, ne\u017e jej roz\u0161\u00ed\u0159il na jin\u00fd trh. Glob\u00e1ln\u00ed \u0161k\u00e1lov\u00e1n\u00ed programu vedlo k v\u00fdrazn\u00e9mu zv\u00fd\u0161en\u00ed spokojenosti \u00fa\u010dastn\u00edk\u016f. Je d\u016fle\u017eit\u00e9 zajistit, aby market\u00e9\u0159i nejen z\u00edsk\u00e1vali nov\u00e9 znalosti, ale tak\u00e9 dlouhodob\u011b podporovali a upev\u0148ovali nov\u00e9 postupy a n\u00e1vyky, aby mohli nov\u00e9 n\u00e1pady a strategie \u00fasp\u011b\u0161n\u011b implementovat do pr\u00e1ce firmy.<\/h5>\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
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/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
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      Neust\u00e1l\u00fd rozvoj potenci\u00e1lu<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Neust\u00e1l\u00fd rozvoj nov\u00fdch marketingov\u00fdch dovednost\u00ed vy\u017eaduje, aby spole\u010dnosti neust\u00e1le aktualizovaly a roz\u0161i\u0159ovaly sv\u00e9 \u0161kolic\u00ed programy. Marketing se vyv\u00edj\u00ed spolu s m\u011bn\u00edc\u00edmi se cestami a o\u010dek\u00e1v\u00e1n\u00edmi z\u00e1kazn\u00edk\u016f, tak\u017ee spole\u010dnosti mus\u00ed do centra sv\u00e9 strategie postavit rozvoj marketingov\u00fdch dovednost\u00ed. Mezin\u00e1rodn\u00ed spole\u010dnost zab\u00fdvaj\u00edc\u00ed se spot\u0159ebn\u00edm zbo\u017e\u00edm ch\u00e1pe d\u016fle\u017eitost p\u0159izp\u016fsoben\u00ed se zm\u011bn\u00e1m. Jejich rozvojov\u00fd program zahrnuje t\u00e9mata souvisej\u00edc\u00ed s nejnov\u011bj\u0161\u00edmi trendy, jako jsou komer\u010dn\u00ed m\u00e9dia. Spole\u010dnost tak\u00e9 p\u0159idala praktick\u00e1 \u0161kolen\u00ed, kter\u00e1 zam\u011bstnanc\u016fm umo\u017enila vyzkou\u0161et nov\u00e9 komer\u010dn\u00ed medi\u00e1ln\u00ed platformy.

      Oslava v\u00fdher je tak\u00e9 d\u016fle\u017eit\u00fdm motorem kulturn\u00edch zm\u011bn ve spole\u010dnosti. Kdy\u017e market\u00e9\u0159i vid\u00ed v\u00fdsledky sv\u00e9 pr\u00e1ce a hodnotu nov\u00fdch p\u0159\u00edstup\u016f, jsou p\u0159i zav\u00e1d\u011bn\u00ed zm\u011bn proaktivn\u011bj\u0161\u00ed. Nap\u0159\u00edklad vytvo\u0159en\u00ed mezifunk\u010dn\u00edho t\u00fdmu pro v\u00fdvoj nov\u00fdch produkt\u016f pomohlo dos\u00e1hnout \u00fasp\u011bchu d\u00edky p\u0159\u00edsn\u00e9mu testov\u00e1n\u00ed a m\u011b\u0159en\u00ed r\u016fzn\u00fdch verz\u00ed obsahu. Tak\u00e9 svedl dohromady \u201e\u010d\u00edsla lid\u00ed\u201c a \u201ekreativn\u00ed osobnosti\u201c a uk\u00e1zal, jak kreativn\u00ed riziko m\u016f\u017ee v\u00e9st k v\u00fdznamn\u00fdm v\u00fdsledk\u016fm. Stru\u010dn\u011b \u0159e\u010deno, spole\u010dnosti by m\u011bly aktivn\u011b aktualizovat a roz\u0161i\u0159ovat sv\u00e9 \u0161kolic\u00ed programy, zapojovat sv\u00e9 zam\u011bstnance do nov\u00fdch \u0161kol\u00edc\u00edch iniciativ a vyu\u017e\u00edvat \u00fasp\u011bchy k podpo\u0159e kulturn\u00edch zm\u011bn v cel\u00e9 organizaci.

      Neexistuje \u017e\u00e1dn\u00e9 univerz\u00e1ln\u00ed \u0159e\u0161en\u00ed pro v\u0161echny rozvoj marketingov\u00fdch schopnost\u00ed. Ka\u017ed\u00e1 organizace si mus\u00ed naj\u00edt sv\u016fj spr\u00e1vn\u00fd p\u0159\u00edstup, kter\u00fd j\u00ed pom\u016f\u017ee zkr\u00e1tit dobu kampan\u011b, p\u0159il\u00e1kat v\u00edce z\u00e1kazn\u00edk\u016f a u\u0161et\u0159it pen\u00edze. Efektivn\u00ed programy rozvoje marketingov\u00fdch znalost\u00ed a dovednost\u00ed mohou b\u00fdt d\u016fle\u017eitou investic\u00ed jak do \u00fasp\u011bchu marketingov\u00e9ho t\u00fdmu, tak do celkov\u00e9ho \u00fasp\u011bchu spole\u010dnosti. Mohou pomoci zv\u00fd\u0161it produktivitu a efektivitu marketingov\u00e9ho \u00fasil\u00ed, co\u017e je nezbytn\u00e9 pro \u00fasp\u011bch na trhu.<\/h5>\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":"

      Modern\u00ed marketing – 6 p\u0159\u00edle\u017eitost\u00ed pro multidisciplin\u00e1rn\u00ed t\u00fdmy Tradi\u010dn\u00ed obchodn\u00ed p\u0159\u00edstup k marketingu ji\u017e nep\u0159in\u00e1\u0161\u00ed po\u017eadovan\u00e9 v\u00fdsledky. V dne\u0161n\u00edm marketingu mus\u00ed m\u00edt odborn\u00edci \u0161irokou \u0161k\u00e1lu dovednost\u00ed a up\u0159ednost\u0148ovat spolupr\u00e1ci. Organizace o\u010dek\u00e1vaj\u00ed v\u00edce od marketingov\u00fdch organizac\u00ed s m\u00e9n\u011b zdroji. Rozpo\u010dty se kontroluj\u00ed, t\u00fdmy se ze\u0161t\u00edhluj\u00ed a mana\u017ee\u0159i o\u010dek\u00e1vaj\u00ed dal\u0161\u00ed vlnu r\u016fstu od \u0159editel\u016f marketingu (CMO).I kdy\u017e […]<\/p>\n","protected":false},"author":37,"featured_media":8572,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"site-sidebar-layout":"default","site-content-layout":"default","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":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","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-8571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t