{"id":3296,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/jake-novinky-prinesla-breznova-e-commerce\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"jake-novinky-prinesla-breznova-e-commerce","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/jake-novinky-prinesla-breznova-e-commerce\/","title":{"rendered":"Jak\u00e9 novinky p\u0159inesla b\u0159eznov\u00e1 e-commerce?"},"content":{"rendered":"

B\u0159ezen s sebou p\u0159inesl za\u010d\u00e1tek jara a tak\u00e9 p\u00e1r po\u0159\u00e1dn\u00fdch vich\u0159ic. Zaj\u00edm\u00e1 v\u00e1s, jak\u00e9 novinky v\u00edtr zav\u00e1l do e-commerce? P\u00e1r jich bylo, tak se na n\u011b poj\u010fme spole\u010dn\u011b mrknout.<\/p>\n

World Wide Web oslavil t\u0159icetiny<\/h2>\n

V\u011b\u0159ili byste, \u017ee www\u010dk\u016fm je teprve t\u0159icet let? Ano, Tim Berners-Leepracoval p\u0159edstavil zp\u016fsob sd\u00edlen\u00ed informac\u00ed prost\u0159ednictv\u00edm dokument\u016f propojen\u00fdch odkazy v b\u0159eznu 1989, co\u017e vedlo ke vzniku World Wide Web. U p\u0159\u00edle\u017eitosti tohoto v\u00fdro\u010d\u00ed Tim p\u0159iznal p\u00fdchu nad mo\u017enostmi, kter\u00e9 jeho projekt lidstvu p\u0159inesl. Upozornil ale i na probl\u00e9my, se kter\u00fdmi je t\u0159eba se v online prost\u0159ed\u00ed pot\u00fdkat<\/strong>. A to p\u0159edev\u0161\u00edm na jedn\u00e1n\u00ed se zl\u00fdm \u00famyslem<\/strong>. Hacke\u0159i, kriminalita, obt\u011b\u017eov\u00e1n\u00ed, clickbait nebo \u0161\u00ed\u0159en\u00ed dezinformac\u00ed. <\/p>\n

M\u00edra zobrazen\u00ed<\/h2>\n

Pr\u016fm\u011brn\u00e1 pozice reklamy<\/strong> je hodnocen\u00ed ur\u010duj\u00edc\u00ed po\u0159ad\u00ed zobrazen\u00fdch reklam na kl\u00ed\u010dov\u00e9 slovo. Google p\u0159edstavil nov\u00e9 m\u011b\u0159en\u00ed t\u011bchto pozic. Metrika, kter\u00e1 se bude sledovat je \u201eM\u00edra zobrazen\u00ed\u201c<\/strong> se \u010dty\u0159mi podmetrikami. Jak\u00fdmi?<\/p>\n

1. Impr. (Top) % zna\u010d\u00ed procentu\u00e1ln\u00ed m\u00edru zobrazen\u00ed reklam v horn\u00ed \u010d\u00e1sti str\u00e1nky nad v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed.<\/p>\n

2. Impr. (Absolute Top) % je procento zobrazen\u00ed reklam na zcela prvn\u00ed pozici.<\/p>\n

3. Pod\u00edl procenta zobrazen\u00ed naho\u0159e ve vyhled\u00e1v\u00e1n\u00ed nad organick\u00fdmi v\u00fdsledky ur\u010duje \u2013 Search (Top) IS %. Po\u010d\u00edt\u00e1 se pod\u00edlem zobrazen\u00ed v horn\u00ed \u010d\u00e1sti str\u00e1nky a odhadovan\u00e9ho po\u010dtu zobrazen\u00ed, kter\u00e9 mohla reklama v horn\u00ed \u010d\u00e1sti mohli z\u00edskat.<\/p>\n

4. Pod\u00edl procenta zobrazen\u00ed zcela naho\u0159e ve vyhled\u00e1v\u00e1n\u00ed ur\u010duje Search (Absolute Top) IS %. Po\u010d\u00edt\u00e1 se pod\u00edlem zobrazen\u00ed reklamy na zcela prvn\u00ed pozici a odhadovan\u00e9ho po\u010dtu zobrazen\u00ed, kter\u00e9 mohla na zcela prvn\u00ed pozici z\u00edskat.<\/p>\n

Google Shoppable Ads<\/h2>\n

Google otev\u00edr\u00e1 inzerent\u016fm dal\u0161\u00ed reklamn\u00ed prostor. A\u017e 50 % nakupuj\u00edc\u00edch p\u0159i vyhled\u00e1v\u00e1n\u00ed prohl\u00ed\u017e\u00ed obr\u00e1zky. A brzy mezi nimi najdou i reklamy<\/strong>. Google Shoppable Ads se budou zobrazovat v Google Images, tedy v Google obr\u00e1zc\u00edch<\/strong>. Zaujmout m\u016f\u017eete hned n\u011bkolika produkty v r\u00e1mci jedn\u00e9 fotografie, cenou, zna\u010dkou, prodejn\u00edmi \u0161t\u00edtky i informacemi o nab\u00eddce. Shoppable Ads se u\u017e piln\u011b testuje<\/strong> a ke spu\u0161t\u011bn\u00ed pro v\u0161echny inzerenty by m\u011blo doj\u00edt b\u011bhem p\u00e1r m\u011bs\u00edc\u016f.<\/p>\n

Google Ads Budget Planner<\/h2>\n

Spr\u00e1va kampan\u00ed dostane nov\u00fd n\u00e1stroj. Budget Planner zam\u011b\u0159en\u00fd na sez\u00f3nnost<\/strong>, tedy konkr\u00e9tn\u00ed obdob\u00ed, kdy v\u00e1m umo\u017en\u00ed vyu\u017e\u00edt rozpo\u010det na maximum. Nab\u00eddne mo\u017enost zam\u011b\u0159en\u00ed na konverze nebo kliknut\u00ed a na typ c\u00edle (konverze, \u00fatrata, pr\u016fm\u011brn\u00e1 cena za akvizici). Budget Planner samoz\u0159ejm\u011b pom\u016f\u017ee i s optimalizov\u00e1n\u00edm rozpo\u010dtu. Sou\u010d\u00e1st\u00ed Budget Planner budou i progn\u00f3zy, jak si dan\u00fd rozpo\u010det povede. <\/p>\n

ShopRoku 2018<\/h2>\n

K b\u0159eznov\u00fdm ud\u00e1lostem tak\u00e9 pat\u0159\u00ed vyhl\u00e1\u0161en\u00ed nejpopul\u00e1rn\u011bj\u0161\u00edch e-shop\u016f v \u010cech\u00e1ch – ShopRoku<\/a>, kter\u00fd po\u0159\u00e1d\u00e1 Heureka.cz. Des\u00e1t\u00fd ro\u010dn\u00edk ShopRoku 2018 snad ani nep\u0159ekvapil v\u00edt\u011bzem Ceny kvality. Ji\u017e pot\u0159et\u00ed si cenu odnesl obchod s parf\u00e9my Notino.cz. V kategorii Obchodn\u00ed domy zabodoval nov\u00e1\u010dek Lidl-shop.cz. A absolutn\u00ed v\u00edt\u011bzstv\u00ed obh\u00e1jil ONLINESHOP.CZ.<\/p>\n

Branded content ads<\/h2>\n

Pokud spolupracujete s influencery, jist\u011b v\u00e1s pot\u011b\u0161\u00ed i ozn\u00e1men\u00ed Instagramu<\/strong> o p\u0159ipravovan\u00e9m n\u00e1stroji Branded content ads. Ten by v\u00e1m m\u011bl umo\u017enit promovat p\u0159\u00edsp\u011bvky vytvo\u0159en\u00e9 influencery<\/strong>. Kone\u010dn\u011b se nebudete muset spol\u00e9hat jen na hashtagy. <\/p>\n

Seznam Reach Video<\/h2>\n

Tam, kde p\u0159ed p\u00e1r lety poutaly nejv\u011bt\u0161\u00ed pozornost fotky, tam dnes dost\u00e1v\u00e1 prostor video. Seznam.cz<\/a> to v\u00ed, a proto sv\u00fdm inzerent\u016fm p\u0159edstavil produkt Seznam Reach Video. Nov\u00fd reklamn\u00ed form\u00e1t<\/strong> v\u00e1m d\u00e1 a\u017e 60 vte\u0159in k upout\u00e1n\u00ed pozornosti internetov\u00fdch u\u017eivatel\u016f. Podle spole\u010dnosti Median m\u016f\u017eete videoreklamou oslovit a\u017e 80 % lid\u00ed ve v\u011bku 15 \u2013 69 let. To u\u017e je slu\u0161n\u00e9 zac\u00edlen\u00ed t\u0159eba p\u0159i budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce.<\/p>\n

Investice do internetov\u00e9 reklamy vloni op\u011bt rostly<\/h2>\n

Informoval ve sv\u00e9 zpr\u00e1v\u011b SPIR<\/a>. Inzerenti v roce 2018<\/strong> za online reklamu zaplatili 28,6 miliard korun<\/strong>, co\u017e znamen\u00e1 23% n\u00e1r\u016fst oproti p\u0159edchoz\u00edmu roku. Na t\u00e9to sum\u011b se nejv\u00edce pod\u00edlela reklama ve vyhled\u00e1v\u00e1n\u00ed a display reklama<\/strong>, kde na celkov\u00e9 \u010d\u00e1stce m\u011bla 25% pod\u00edl videoreklama. I progn\u00f3zy na p\u0159\u00ed\u0161t\u00ed rok p\u0159edpov\u00eddaj\u00ed st\u00e1le rostouc\u00ed trend internetov\u00e9 reklamy. <\/p>\n

\u010ce\u0161i pat\u0159\u00ed k nejpomalej\u0161\u00edm nakupuj\u00edc\u00edm<\/h2>\n

Zaj\u00edmavou studii Od kliku po na\u0301kup 2019<\/em> zve\u0159ejnil srovn\u00e1vac\u00ed port\u00e1l Shopalike.cz<\/a>. P\u0159i srovn\u00e1n\u00ed dat o chov\u00e1n\u00ed u\u017eivatel\u016f z 13 Evropsk\u00fdch zem\u00ed p\u0159i online n\u00e1kupech do\u0161li k z\u00e1v\u011bru, \u017ee \u010desk\u00fd z\u00e1kazn\u00edk pot\u0159ebuje v pr\u016fm\u011bru 7 dn\u00ed, 13 hodin a 40 minut, ne\u017e uskute\u010dn\u00ed n\u00e1kup<\/strong>. Zat\u00edmco nejrychlej\u0161\u00ed nakupuj\u00edc\u00ed z Finska se pro objedn\u00e1n\u00ed zbo\u017e\u00ed rozhodne za 3 dny, 13 hodiny a 12 minut. Nejv\u00edce \u010dasu tr\u00e1v\u00edme v\u00fdb\u011brem produkt\u016f pro d\u011bti, t\u0159eba takovou pl\u00e1\u0161t\u011bnku koup\u00edme a\u017e za 17 dn\u00ed, 7 hodin a 30 minut, ale bundu pro sebe do ko\u0161\u00edku hod\u00edme za 1 hodinu a 10 minut. \u00a0Co z toho vypl\u00fdv\u00e1? Bu\u010f jsme jako z\u00e1kazn\u00edci nerozhodn\u00ed anebo vyb\u00edr\u00e1me hodn\u011b pe\u010dliv\u011b. V tom p\u0159\u00edpad\u011b tu prodejci dost\u00e1vaj\u00ed prostor pro tvorbu kvalitn\u00edho obsahu, kter\u00fd z\u00e1kazn\u00edk\u016fm pom\u016f\u017ee s rozhodnut\u00edm o uskute\u010dn\u011bn\u00ed n\u00e1kupu. <\/p>\n

Reforma autorsk\u00e9ho pr\u00e1va schv\u00e1lena. I s \u010dl\u00e1nky 11 a 13<\/h2>\n

Reforma autorsk\u00e9ho pr\u00e1va v EU<\/strong> pro\u0161la v Evropsk\u00e9m parlamentu posledn\u00edm hlasov\u00e1n\u00edm a byla schv\u00e1lena<\/strong>. V\u010detn\u011b hojn\u011b diskutovan\u00fdch \u010dl\u00e1nk\u016f 11 a 13, kter\u00e9 definuj\u00ed nov\u00e9 sm\u011brnice o autorsk\u00e9m pr\u00e1vu v jednotn\u00e9m prost\u0159ed\u00ed digit\u00e1ln\u00edho trhu. V domovsk\u00fdch zem\u00edch Evropsk\u00e9 unie by nov\u00e9 na\u0159\u00edzen\u00ed m\u011blo vstoupit v platnost za dva roky<\/strong>. Jak bude \u010dl\u00e1nek 11 hovo\u0159\u00edc\u00ed i o licen\u010dn\u00edch poplatc\u00edch za zve\u0159ej\u0148ov\u00e1n\u00ed \u010d\u00e1st\u00ed text\u016f a \u010dl\u00e1nek 13 ud\u011bluj\u00edc\u00ed internetov\u00fdm platform\u00e1m povinnost \u0159e\u0161it autorsk\u00e1 pr\u00e1va za vlastn\u00edka obsahu vypadat v praxi? To uvid\u00edme a\u017e podle toho, jak kone\u010dn\u00e1 pravidla ovlivn\u00ed n\u00e1\u0161 parlament p\u0159i jejich za\u0159azov\u00e1n\u00ed do n\u00e1rodn\u00edch z\u00e1kon\u016f. <\/p>\n

Marketing Festival 2019 potvrdil d\u016fle\u017eitost brandu<\/h2>\n

Na leto\u0161n\u00edm Marketing festivalu<\/strong> zazn\u011blo mnoh\u00e9. Jedno poselstv\u00ed bylo ov\u0161em zmi\u0148ov\u00e1no nej\u010dast\u011bji. D\u00e1vejte si z\u00e1le\u017eet na brandbuildingu. Ka\u017ed\u00fd den se na v\u00e1s val\u00ed hromady a hromady reklam. Jak mezi nimi vyniknout? \u201eZapojte emoce\u201c \u0159\u00edk\u00e1 Kirsty Hulse<\/strong>. Ale jak? \u201eBu\u010fte kreativn\u00ed. Zapracujte na zvyc\u00edch, brainstormingu a procesech. To v\u00e1m pom\u016f\u017ee se kreativitu nau\u010dit\u201c rad\u00ed Kirsty. <\/p>\n

O d\u016fle\u017eitosti brandingu<\/a> hovo\u0159il i jeden z nejlep\u0161\u00edch market\u00e9r\u016f Mark Ritson<\/strong>. P\u0159i budov\u00e1n\u00ed strategie zna\u010dky p\u0159en\u00e1\u0161\u00ed d\u016fraz z taktiky pr\u00e1v\u011b na strategii samotnou<\/strong>. Odpov\u011bzte si na 5 podstatn\u00fdch ot\u00e1zek:<\/p>\n

    \n
  1. Jakou zna\u010dku nebo zna\u010dky chcete provozovat?<\/li>\n
  2. Na jak\u00e9 z\u00e1kazn\u00edky zac\u00edl\u00edte svoji pozornost?<\/li>\n
  3. Jak\u00e9 je postaven\u00ed zna\u010dky a kam v\u00e1\u0161 positioning chcete sm\u011b\u0159ovat?<\/li>\n
  4. Jak\u00e9 jsou va\u0161e brand codes?<\/li>\n
  5. Co jsou va\u0161e strategick\u00e9 c\u00edle?<\/li>\n<\/ol>\n

    Odpov\u011bdi na tyto ot\u00e1zky berte v potaz p\u0159i budov\u00e1n\u00ed sv\u00fdch kampan\u00ed. Nezam\u011b\u0159ujte se jen na kr\u00e1tkodob\u00e9 kampan\u011b s okam\u017eit\u00fdm v\u00fdd\u011blkem, ale za\u010dn\u011bte pracovat i na t\u011bch dlouhodob\u00fdch<\/strong>. Proto\u017ee kdo si po\u010dk\u00e1, ten se do\u010dk\u00e1. Je to jako se stromem. Kdy\u017e sv\u00e9 ovoce nesn\u00edte hned, ale zasad\u00edte ho, budete se o n\u011bj starat a pravideln\u011b ho zal\u00e9vat, do\u010dk\u00e1te se na konci bohat\u00e9 sklizn\u011b. A tak je to i s dlouhodob\u00fdmi kampan\u011bmi. Je\u0161t\u011b v\u011bt\u0161\u00ed \u0161anci na jejich \u00fasp\u011bch podtrhnete pou\u017e\u00edv\u00e1n\u00edm jednotn\u00e9ho brand code v cel\u00e9 marketingov\u00e9 komunikaci.<\/p>\n","protected":false},"excerpt":{"rendered":"

    PPC a nov\u00e1 metrika M\u00edra zobrazen\u00ed, Google a Shoppable Ads, Marketing festival a smysl brandu. Co je\u0161t\u011b v b\u0159eznu nov\u00e9ho?<\/p>\n","protected":false},"author":18,"featured_media":2268,"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":[3],"tags":[],"class_list":["post-3296","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-rady-a-novinky"],"yoast_head":"\nJak\u00e9 novinky p\u0159inesla b\u0159eznov\u00e1 e-commerce?<\/title>\n<meta name=\"description\" content=\"PPC a nov\u00e1 metrika M\u00edra zobrazen\u00ed, Google a Shoppable Ads, Marketing festival a smysl brandu. 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