{"id":3153,"date":"2021-03-29T08:07:01","date_gmt":"2021-03-29T06:07:01","guid":{"rendered":"http:\/\/wptest.nexum.cz\/brandove-kampane-nebo-kampane-s-okamzitou-odezvou\/"},"modified":"2021-03-29T08:07:01","modified_gmt":"2021-03-29T06:07:01","slug":"brandove-kampane-nebo-kampane-s-okamzitou-odezvou","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/brandove-kampane-nebo-kampane-s-okamzitou-odezvou\/","title":{"rendered":"Brandov\u00e9 kampan\u011b nebo kampan\u011b s okam\u017eitou odezvou?"},"content":{"rendered":"<p>V dne\u0161n\u00edm \u010dl\u00e1nku se budu zab\u00fdvat ot\u00e1zkou, co bylo d\u0159\u00edve, zda vejce \u010di slepice. Obrazn\u011b \u0159e\u010deno samoz\u0159ejm\u011b. P\u0159eneseno do marketingov\u00e9ho sv\u011bta bychom se mohli zeptat na podobn\u011b slo\u017eitou ot\u00e1zku, kter\u00e1 zn\u00ed: M\u011bli bychom v\u00edce investovat do kampan\u00ed s okam\u017eitou odezvou (direct response) nebo do kampan\u00ed, kter\u00e9 buduj\u00ed zna\u010dku (brandov\u00e9 kampan\u011b)? Hned na \u00favod je t\u0159eba napsat, \u017ee odpov\u011b\u010f je stejn\u011b slo\u017eit\u00e1, jako ve zm\u00edn\u011bn\u00e9 ot\u00e1zce se slepic\u00ed a vejcem a neexistuje na ni jednozna\u010dn\u00e1 odpov\u011b\u010f. A\u010dkoliv na prvn\u00ed pohled m\u016f\u017ee b\u00fdt \u0159e\u0161en\u00ed dan\u00e9 ot\u00e1zky zcela jednozna\u010dn\u00e9, tak v dne\u0161n\u00edm zrychlen\u00e9m marketingov\u00e9m sv\u011bt\u011b jsme nuceni orientovat se na v\u011bci, kter\u00e9 p\u0159in\u00e1\u0161ej\u00ed okam\u017eit\u00fd u\u017eitek. Op\u011bt p\u0159eneseno do marketingov\u00e9 hant\u00fdrky, orientovat se na v\u011bci, kter\u00e9 rychle p\u0159in\u00e1\u0161ej\u00ed konverzi. Pak zcela jednozna\u010dn\u011b dojdeme k z\u00e1v\u011bru, \u017ee v\u011bt\u0161\u00edm p\u0159\u00ednosem pro\u00a0 n\u00e1s budou kampan\u011b s okam\u017eitou odezvou, proto\u017ee rychleji vedou ke konverzi. Na druh\u00fd\u00a0 pohled u\u017e odpov\u011b\u010f na danou ot\u00e1zku (bohu\u017eel) tak jednozna\u010dn\u00e1 nen\u00ed. Jak tedy dan\u00e9 dilema vy\u0159e\u0161it a z\u00edskat odpov\u011b\u010f, zda bychom m\u011bli investovat do kampan\u00ed s okam\u017eitou odezvou nebo do kampan\u00ed brandov\u00fdch?<\/p>\n<p>P\u0159i hled\u00e1n\u00ed odpov\u011bdi na danou ot\u00e1zku se mus\u00edme na problematiku pod\u00edvat z v\u00edce \u00fahl\u016f a sami sebe se p\u0159i budov\u00e1n\u00ed kampan\u00ed zeptat, co je na\u0161\u00edm dlouhodob\u00fdm c\u00edlem (tuto ot\u00e1zku by si inzerent m\u011bl polo\u017eit v\u017edy, kdy\u017e buduje novou kampa\u0148).<\/p>\n<p>Jak ji\u017e bylo uvedeno v\u00fd\u0161e, v dne\u0161n\u00edm glob\u00e1ln\u00edm marketingov\u00e9m sv\u011bt\u011b, je vyv\u00edjen tlak na okam\u017eit\u00e9 v\u00fdsledky. I z toho d\u016fvodu se inzerenti \u010dast\u011bji uchyluj\u00ed ke kampani s okam\u017eitou odezvou a brandov\u00e9 kampan\u011b jsou \u010dasto (nepr\u00e1vem) opom\u00edjeny, p\u0159esto\u017ee z hlediska dlouhodob\u00fdch c\u00edl\u016f mohou b\u00fdt p\u0159\u00ednosn\u011bj\u0161\u00ed ne\u017e kampan\u011b s okam\u017eitou odezvou.<\/p>\n<p>Velk\u00fd krok p\u0159i \u0159e\u0161en\u00ed t\u00e9to ot\u00e1zky ned\u00e1vno ud\u011blal facebook, kdy\u017e analyzoval v\u00edce ne\u017e 500 kampan\u00ed od 21 firem v pr\u016fb\u011bhu t\u0159\u00ed let. V\u00fdsledky pr\u016fzkumu m\u016f\u017eeme shrnout do t\u0159\u00ed hlavn\u00edch pohled\u016f a jak jist\u011b spr\u00e1vn\u011b tu\u0161\u00edte, v ka\u017ed\u00e9m z nich budou v\u00fdsledky pro brandov\u00e9 kampan\u011b a kampan\u011b s okam\u017eitou odezvou odli\u0161n\u00e9. V\u00fd\u0161e zm\u00edn\u011bn\u00fdmi \u00fahly pohledu jsou:<\/p>\n<ul>\n<li><strong>Z hlediska efektivity<\/strong> jsou jednozna\u010dn\u00fdmi v\u00edt\u011bzi kampan\u011b s okam\u017eitou odezvou, co\u017e je vcelku logick\u00e9, uv\u011bdom\u00edme-li si jejich zam\u011b\u0159en\u00ed. Ale ka\u017ed\u00e1 strana m\u00e1 dv\u011b mince. A\u00a0 i kdy\u017e, co do hlediska efektivity takov\u00e9 kampan\u011b v\u00edt\u011bz\u00ed, tak z druh\u00e9 strany, jsou mince dra\u017e\u0161\u00ed, proto\u017ee c\u00edl\u00ed na konkr\u00e9tn\u00ed publikum a cena za 1000 zobrazen\u00ed u takov\u00fdch konkr\u00e9tn\u00edch publik m\u016f\u017ee b\u00fdt mnoho n\u00e1sobn\u011b vy\u0161\u0161\u00ed. Jin\u00fdmi slovy, c\u00edlen\u00ed na konkr\u00e9tn\u00ed publikum sebou p\u0159in\u00e1\u0161\u00ed vy\u0161\u0161\u00ed CPM, a tedy v\u017edy mus\u00edme br\u00e1t v \u00favahu cenu za impresi. Tedy cenu za tis\u00edc zobrazen\u00ed.\u00a0<\/li>\n<li>Z v\u00fd\u0161e uveden\u00e9ho vypl\u00fdv\u00e1, \u017ee <strong>v\u00fd\u0161e finan\u010dn\u00edch prost\u0159edk\u016f, kter\u00e9 investujeme<\/strong> do brandov\u00fdch kampan\u00ed, bude zpravidla ni\u017e\u0161\u00ed, ne\u017e investice do druh\u00e9ho typu kampan\u00ed. D\u016fvod je ten, \u017ee u brandov\u00fdch kampan\u00ed je (narozd\u00edl od kampan\u00ed s okam\u017eitou odezvou) \u00fakolem c\u00edlit na co nej\u0161ir\u0161\u00ed mo\u017en\u00e9 publikum. Lze tedy \u0159\u00edci, \u017ee z hlediska investice je v\u00edt\u011bzem brandov\u00e1 kampa\u0148.<\/li>\n<li><strong>V\u00fdkonnostn\u00ed hledisko<\/strong>. V tomto bod\u011b nen\u00ed odpov\u011b\u010f jednozna\u010dn\u00e1, ale z n\u00ed\u017ee uveden\u00e9ho grafu vypl\u00fdv\u00e1, \u017ee nap\u0159\u00edklad v oblasti e-commerce nebo retailu jsou brandov\u00e9 kampan\u011b dlouhodob\u011b v\u00fdkonn\u011bj\u0161\u00ed strategi\u00ed.\u00a0<\/li>\n<\/ul>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:695px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"695px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/60617d1c89b0efb9a7c525b5_jgLVdw2Iz63IsR-yBqdxMV1MpLk16fxGtuf5CeovvFgTpO0fkXbGtIaNaIHgQJHUsGm5AZPrc30IawdGdtHXMLKhGZvZCSZrixcUEBIZrAWiPm9wJOIyNatF80LL9mjpzEBvrmBF.png\" width=\"auto\" height=\"auto\" loading=\"auto\" alt=\"webmium branding\"><\/div>\n<\/figure>\n<p><em>\u00a0lower-funnel = kampan\u011b s okam\u017eitou odezvou; upper-funnel = brandov\u00e9 kampan\u011b. Zdroj Facebook<\/em><\/p>\n<p><\/p>\n<p><strong>Co tedy pro n\u00e1s jako inzerenty z v\u00fd\u0161e uveden\u00fdch t\u0159\u00ed bod\u016f vypl\u00fdv\u00e1:<\/strong><\/p>\n<ul>\n<li>Brandov\u00e9 kampan\u011b jsou \u010dasto opom\u00edjeny p\u0159i dosahov\u00e1n\u00ed c\u00edl\u016f, zejm\u00e9na t\u011bch kr\u00e1tkodob\u00fdch, kde se jev\u00ed jako efektivn\u011bj\u0161\u00ed strategie reklam s okam\u017eitou odezvou.<\/li>\n<li>Kampan\u011b na budov\u00e1n\u00ed zna\u010dky mohou b\u00fdt mnohdy levn\u011bj\u0161\u00ed, proto\u017ee c\u00edl\u00ed na \u0161ir\u0161\u00ed publikum.<\/li>\n<li>V\u00fdkonnost obou typ\u016f kampan\u00ed z\u00e1vis\u00ed na zvolen\u00e9m c\u00edlov\u00e9m publiku a odv\u011btv\u00ed.<\/li>\n<\/ul>\n<p>Z\u00e1v\u011brem snad to nejpodstatn\u011bj\u0161\u00ed. V\u00fdzkum facebooku n\u00e1m ned\u00e1v\u00e1 jasnou odpov\u011b\u010f na danou ot\u00e1zku ale nazna\u010duje, \u017ee kampan\u011b s okam\u017eitou odezvou jsou efektivn\u011bj\u0161\u00ed, co do po\u010dtu konverz\u00ed, ale m\u00e9n\u011b efektivn\u00ed d\u00edky obvykle vy\u0161\u0161\u00edm n\u00e1klad\u016fm na p\u0159esn\u00e9 c\u00edlen\u00ed. Vzhledem k v\u00fd\u0161e napsan\u00e9mu by m\u011bli marketingov\u00ed pracovn\u00edci ve snaze o zv\u00fd\u0161en\u00ed prodeje zv\u00e1\u017eit, jak strategie kampan\u00ed s okam\u017eitou odezvou, tak kampan\u011b zam\u011b\u0159en\u00e9 na budov\u00e1n\u00ed\u00a0 zna\u010dky. Tedy by se m\u011bli maxim\u00e1ln\u011b sna\u017eit oba p\u0159\u00edstupy kombinovat, aby mohli l\u00e9pe dosahovat sv\u00fdch kr\u00e1tkodob\u00fdch i dlouhodob\u00fdch c\u00edl\u016f. Je t\u0159eba d\u00edvat se na Va\u0161e kampan\u011b jako na komplexn\u00ed celek a v\u017edy pe\u010dliv\u011b zv\u00e1\u017eit p\u0159\u00ednos jednotliv\u00fdch typ\u016f kampan\u00ed. Kup\u0159\u00edkladu brandov\u00e9 kampan\u011b mohou b\u00fdt vhodn\u00fdm dopl\u0148kem na podporu prodeje u kampan\u00ed s okam\u017eitou odezvou.\u00a0<\/p>\n<p><\/p>\n<p>Pot\u0159ebujete nastavit kampa\u0148 nebo pomoc se spr\u00e1vn\u00fdm v\u00fdb\u011brem? Jsme tu pro V\u00e1s. M\u016f\u017eete n\u00e1m napsat e-mail na <a href=\"http:\/\/info@webmium.cz\/\">info@webmium.cz<\/a> nebo vypl\u0148te formul\u00e1\u0159 na na\u0161ich webov\u00fdch str\u00e1nk\u00e1ch <a href=\"https:\/\/webmium.cz\/kontakt\">webmium.cz\/kontakt<\/a> a my se V\u00e1m co nejd\u0159\u00edve ozveme.<\/p>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>V\u00edte, na jak\u00e9 kampan\u011b se zam\u011b\u0159it v dne\u0161n\u00edm marketingov\u00e9m sv\u011bt\u011b? Budou to kampan\u011b s okam\u017eitou odezvou nebo kampan\u011b na budov\u00e1n\u00ed zna\u010dky? Kterou si vybrat? Ob\u011b maj\u00ed sv\u00e9 plusy i m\u00ednusy, my se na n\u011b pod\u00edv\u00e1me spolu.<\/p>\n","protected":false},"author":7,"featured_media":1877,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","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":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","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":"var(--ast-global-color-4)","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":""}},"footnotes":""},"categories":[8],"tags":[],"class_list":["post-3153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brandov\u00e9 kampan\u011b nebo kampan\u011b s okam\u017eitou odezvou?<\/title>\n<meta name=\"description\" content=\"V\u00edte, na jak\u00e9 kampan\u011b se zam\u011b\u0159it v dne\u0161n\u00edm marketingov\u00e9m sv\u011bt\u011b? Budou to kampan\u011b s okam\u017eitou odezvou nebo kampan\u011b na budov\u00e1n\u00ed zna\u010dky? Kterou si vybrat? Ob\u011b maj\u00ed sv\u00e9 plusy i m\u00ednusy, my se na n\u011b pod\u00edv\u00e1me spolu.\" \/>\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.webmium.cz\/blog\/brandove-kampane-nebo-kampane-s-okamzitou-odezvou\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandov\u00e9 kampan\u011b nebo kampan\u011b s okam\u017eitou odezvou?\" \/>\n<meta property=\"og:description\" content=\"V\u00edte, na jak\u00e9 kampan\u011b se zam\u011b\u0159it v dne\u0161n\u00edm marketingov\u00e9m sv\u011bt\u011b? Budou to kampan\u011b s okam\u017eitou odezvou nebo kampan\u011b na budov\u00e1n\u00ed zna\u010dky? Kterou si vybrat? 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