{"id":3322,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/marketing-festival-prakticky-pri-strede-a-ctvrtku\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"marketing-festival-prakticky-pri-strede-a-ctvrtku","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/marketing-festival-prakticky-pri-strede-a-ctvrtku\/","title":{"rendered":"2+2: Marketing Festival prakticky p\u0159i st\u0159ed\u011b a \u010dtvrtku"},"content":{"rendered":"

Marketing Festival<\/strong> je nejen pro n\u00e1s ud\u00e1lost roku, a tak jsme
\nnemohli chyb\u011bt. Letos skv\u011ble vybran\u00e9 m\u00edsto v\u00a0srdci r\u00e1zovit\u00e9ho regionu.
\nOstrava. P\u0159ivl\u00e1\u010dkovali jsme u\u017e ve st\u0159edu odpoledne, aby n\u00e1m neutekla\u00a0prakti\u010dt\u011bj\u0161\u00ed \u010d\u00e1st festivalu odehr\u00e1vaj\u00edc\u00ed se v\u00a0prvn\u00edch dvou dnech. Report
\nz\u00a0t\u00e9to p\u0159evelice nabit\u00e9 akce, pro n\u00e1s \u010dty\u0159denn\u00ed, rozd\u011bluji tedy na dv\u011b
\n\u010d\u00e1sti. Ka\u017ed\u00e1 shrnuje dva dny. Proto 2+2.<\/p>\n

\n
\"Marketing<\/div>
Marketing Festival Ostrava 2016<\/figcaption><\/figure>\n

Posledn\u00ed st\u0159eda
\nH\u00e1jedni\u010dky<\/strong> v\u00a0HUBu<\/h2>\n

T\u00edm to cel\u00e9 za\u010dalo. Od Petra Vejr\u00e1\u017eky z\u00a0H1 jsme
\nse dozv\u011bd\u011bli, jak optimalizovat spu\u0161t\u011bn\u00e9 kampan\u011b
\nna soci\u00e1ln\u00edch s\u00edt\u00edch,<\/strong> a jak efektivn\u011b pracovat s\u00a0pr\u016fb\u011b\u017en\u00fdmi v\u00fdsledky.
\nVyu\u017e\u00edv\u00e1te zde v\u0161echny mo\u017enosti reklamn\u00edho placementu? A testujete vz\u00e1jemn\u011b
\njednotliv\u00e9 placementy? A\/B testov\u00e1n\u00ed je d\u016fle\u017eit\u00e9 hlavn\u011b na \u00farovni z\u00e1kaznick\u00fdch
\nsegment\u016f. Nespol\u00e9hejte na 1000 impres\u00ed od Facebooku. <\/p>\n

„Vyu\u017eijte rozmanitost brandov\u00fdch form\u00e1t\u016f v\u00a0kombinaci s\u00a0konverzn\u00edmi
\nform\u00e1ty v\u0161ech soci\u00e1ln\u00edch s\u00edt\u00ed. Nezapome\u0148te v\u0161ak spr\u00e1vn\u011b dom\u011b\u0159it jejich impact.“<\/em><\/p><\/blockquote>\n

Cel\u00fd Petr\u016fv p\u0159ednes je ji\u017e k\u00a0m\u00e1n\u00ed online, mrkejte<\/a>. A
\npamatujte, \u017ee ohromn\u00fd boom reklam na Facebooku teprve p\u0159ijde!<\/strong><\/p>\n

Po chv\u00edli str\u00e1ven\u00e9 v Impact HUBu jsme uli\u010dkami zabloudili a\u017e
\nna charakteristickou\u00a0ulici m\u011bsta Ostravy. Stodoln\u00ed. A to bychom byli barba\u0159i, kdybychom
\nsi nedali n\u011bco na posiln\u011bn\u00ed.<\/p>\n

\u010ctvrte\u010dn\u00ed workshopy<\/h2>\n

Na \u010dtvrtek jsme se moc t\u011b\u0161ili. Z\u00a0d\u016fvodu, \u017ee \u0161lo o den
\nworkshopov\u00fd. V\u0161echny workshopy se odehr\u00e1ly v\u00a0rozlehl\u00e9m are\u00e1lu Vysok\u00e9 \u0161koly b\u00e1\u0148sk\u00e9. J\u00e1 osobn\u011b jsem absolvovala dva.<\/p>\n

Prvn\u00ed workshop,<\/strong> na
\nt\u00e9ma E-mail marketing<\/strong>, byl sp\u00ed\u0161e teoretick\u00fd.
\nNa m\u016fj vkus a\u017e moc. Nejv\u00edce m\u011b proto zaujala ta prakti\u010dt\u011bj\u0161\u00ed \u010d\u00e1st o auditu\u00a0emailingu. Na co byste nem\u011bli zapomenout ve va\u0161ich e-mailech? To jsem pro v\u00e1s
\nshrnula do samostatn\u00e9ho \u010dl\u00e1nku, kter\u00fd si ur\u010dit\u011b p\u0159e\u010dt\u011bte: E-mail
\nmarketing: 17 tip\u016f na co nezapomenout<\/strong><\/a>.<\/p>\n

Sledujte otev\u0159en\u00ed e-mailu v\u00a0GA, nejen v\u00a0n\u00e1stroji,
\nkter\u00fd pro rozes\u00edlku pou\u017e\u00edv\u00e1te. D\u00edky p\u0159ehledu v\u00a0re\u00e1ln\u00e9m \u010dase si ov\u011b\u0159\u00edte,
\nzda \u010dten\u00e1\u0159i reaguj\u00ed, a jak rychle. V\u00a0kolik hodin nejv\u00edce e-maily otev\u00edraj\u00ed,
\nodkud lok\u00e1ln\u011b i z\u00a0jak\u00e9ho za\u0159\u00edzen\u00ed. Vytvo\u0159\u00edte si t\u00edm par\u00e1dn\u00ed publikum pro remarketing<\/strong>. <\/p>\n

Hlavn\u011b sledujte, zda se v\u00e1m e-mail marketing vypl\u00e1c\u00ed. Ide\u00e1ln\u011b byste
\nm\u011bli z\u00a0emailingu generovat v\u00edce jak 10
\n% z\u00a0celkov\u00e9ho obratu<\/strong>.<\/p>\n

Jak se vyhnout spamov\u00e9
\npasti<\/strong>? Nenakupujte datab\u00e1ze. S\u00a0velkou pravd\u011bpodobnost\u00ed budou obsahovat
\nn\u011bjak\u00e9 SPAM traps. Pravideln\u011b \u010dist\u011bte datab\u00e1zi od star\u00fdch a neaktivn\u00edch
\nu\u017eivatel\u016f. Pou\u017e\u00edvejte double opt-in. Komunikujte s\u00a0jednotliv\u00fdmi
\nemailingov\u00fdmi providery.<\/p>\n

P\u0159ed samotn\u00fdm emailingem nezapome\u0148te na povinnosti stanoven\u00e9
\nz\u00e1konem. O tom jsem psala \u010dl\u00e1nek ji\u017e d\u0159\u00edve. Tak si z\u00e1kon rad\u011bji o\u017eivte<\/a>.<\/p>\n

Druh\u00fdm workshopem, Jak
\nm\u016f\u017ee Marketing Miner zefektivnit va\u0161e SEO<\/strong>, precizn\u011b provedl Pavel Ungr.
\nPavel je skv\u011bl\u00fd SEO konzultant, m\u011bla jsem proto velk\u00e9 o\u010dek\u00e1v\u00e1n\u00ed, kter\u00e9 se
\nnaplnilo. N\u00e1stroj Marketing Miner<\/a> ji\u017e pou\u017e\u00edv\u00e1me pro anal\u00fdzu kl\u00ed\u010dov\u00fdch slov
\nn\u011bjakou dobu. Nyn\u00ed jsem se v\u0161ak dozv\u011bd\u011bla jak z\u00a0n\u011bho vyt\u00e1hnout maximum tou
\nspr\u00e1vnou cestou. V\u011bd\u011bli jste t\u0159eba, \u017ee\u00a0Marketing
\nMiner<\/strong>, konkr\u00e9tn\u011b Domain miner, m\u016f\u017ee zjistit sitemapu webu? Ne v\u017edy v\u00e1m ji
\nsamotn\u00fd web toti\u017e odhal\u00ed na \/robots.txt. D\u00edky n\u00ed pak m\u016f\u017eete za\u010d\u00edt analyzovat
\ndan\u00fd web. Sta\u010d\u00ed vykop\u00edrovat titulky, nahr\u00e1t je do URL mineru a zvolit
\nna\u0161ept\u00e1va\u010de a AdWords n\u00e1vrh. Pokud chcete\u00a0naj\u00edt t\u00e9mata, o kter\u00fdch se mluv\u00ed
\nv\u00a0souvislosti s va\u0161\u00edm webem, takov\u00fd brandov\u00fd monitoring, za\u0161krtn\u011bte\u00a0nav\u00edc monitoring. <\/p>\n

D\u011bl\u00e1te-li anal\u00fdzu kl\u00ed\u010dov\u00fdch slov pro eshop, m\u016f\u017eete zde i
\n\u010d\u00e1ste\u010dn\u011b klasifikovat \u2013 m\u011bsto, m\u00edsto, zem\u011b, barva, spole\u010dnost, organizace,
\n\u010d\u00edslo, cena, ot\u00e1zka, pro koho. <\/p>\n

Zaj\u00edm\u00e1 v\u00e1s pozice ve vyhled\u00e1va\u010d\u00edch, hledanost, \u010di vstupn\u00ed
\nstr\u00e1nky? Nen\u00ed probl\u00e9m. To tak\u00e9 Marketing Miner um\u00ed. P\u0159es URL miner m\u016f\u017eu zjistit
\nchybov\u00e9 404 str\u00e1nky na webu i zkontrolovat sitemapu. Ani kontrola indexace p\u0159es
\nURL miner nen\u00ed probl\u00e9m. <\/p>\n

Marketing miner v\u00a0kombinaci s Open Refine prost\u011b dok\u00e1\u017ee
\nz\u00e1zraky. M\u016f\u017eu si ud\u011blat kompletn\u00ed on-page anal\u00fdzu. Jde opravdu o u\u017eite\u010dn\u00fd
\nn\u00e1stroj, kter\u00fd byste si m\u011bli vyzkou\u0161et, pokud chcete zefektivnit svou pr\u00e1ci,
\nstejn\u011b jako j\u00e1.<\/p>\n

Eshopista – Alza.cz<\/h2>\n

Workshopov\u00e9 odpoledne skon\u010dilo jen tak tak, abychom stihli
\nalespo\u0148 \u010d\u00e1st Eshopisty<\/strong>, kter\u00fd se
\npoprv\u00e9 odehr\u00e1val na Marketing Festivalu. Kdo byl hostem? Marketingov\u00fd \u0159editel\u00a0Karel\u00a0Ku\u010dera\u00a0a marketingov\u00fd specialista Ond\u0159ej B\u011blsk\u00fd z Alza.cz<\/strong>. Byli tajemn\u00ed v\u00edce jak hrad v\u00a0Karpatech, a tak jsme se
\nnic moc konkr\u00e9tn\u00edho nedozv\u011bd\u011bli. Co n\u00e1m vlastn\u011b prozradili? Zaj\u00edmavost, \u017ee Alza
\nv\u00e1s nikdy nebude pron\u00e1sledovat remarketingem. Oni ho toti\u017e nepraktikuj\u00ed. Necht\u011bj\u00ed
\nplatit za jednu konverzi dvakr\u00e1t. Rad\u0161i si den po\u010dkaj\u00ed. Lid\u00e9 se stejn\u011b vr\u00e1t\u00ed a
\nnakoup\u00ed. Maj\u00ed to pr\u00fd zm\u011b\u0159en\u00e9. Na Alza.cz se proto nemus\u00edte b\u00e1t nakupovat d\u00e1rky
\nsv\u00e9 drah\u00e9 polovi\u010dce k\u00a0V\u00e1noc\u016fm. A\u017e si sedne k\u00a0po\u010d\u00edta\u010di po v\u00e1s, remarketing
\nva\u0161e dum\u00e1n\u00ed nad dary neprozrad\u00ed.<\/p>\n

Alza zkusila jednou zcela vypnout komunikaci ke klient\u016fm na
\n3 dny. A propad v\u00a0prodej\u00edch byl obrovsk\u00fd. Tedy u\u017e nikdy. Jak \u0159ekl Karel Ku\u010dera:<\/p>\n

\u201eV\u00a0e-commerce mus\u00edte b\u00fdt sly\u0161et!\u201c<\/em><\/p><\/blockquote>\n

\u00a0Jedin\u00fd den, kdy Alza
\nnen\u00ed sly\u0161et je 24. 12. To je den, kdy Alza zav\u0159e Alz\u00e1kovi \u00fasta a d\u00e1v\u00e1 n\u00e1m t\u00edm
\nv\u00e1no\u010dn\u00ed d\u00e1rek. <\/p>\n

Par\u0165a\u010dky k\u00a0Alz\u00e1kovi se tak\u00e9 ob\u00e1vat nemus\u00edme. Alz\u00e1k je
\npr\u00fd natolik siln\u00fd, \u017ee k\u00a0sob\u011b sami\u010dku Alzinku nepot\u0159ebuje.<\/p>\n

Asi jedin\u00e9 \u010d\u00edslo, kter\u00e9 Alza prozradila, je pom\u011br n\u00e1kupu
\np\u0159es mobiln\u00ed appku a p\u0159es mobiln\u00ed web. Je to 1:5.<\/p>\n

PPC offline<\/h2>\n

U\u017e m\u00e1me p\u016fl sedm\u00e9 ve\u010der, ale st\u00e1le nen\u00ed konec nachyt\u0159ov\u00e1n\u00ed.
\nNyn\u00ed p\u0159i\u0161lo na \u0159adu setk\u00e1n\u00ed p\u00e9p\u00e9c\u00e9\u010dka\u0159\u016f, aneb PPC offline<\/strong>. Na p\u00f3diu se vyst\u0159\u00eddalo n\u011bkolik fajnov\u00fdch \u0159e\u010dn\u00edk\u016f. PPC
\nmaraton zapo\u010dal Jan Tich\u00fd<\/strong>
\ns\u00a0analytikou ve sv\u011bt\u011b PPC a uk\u00e1zal n\u00e1m kr\u00e1sn\u00e9 p\u00e9en\u00f3\u010dkov\u00e9 kol\u00e1\u010de p\u0159i
\nroz\u0161i\u0159ov\u00e1n\u00ed kampan\u00ed. Mark\u00e9ta Kab\u00e1tov\u00e1
\ns\u00a0Petrem Bure\u0161em<\/strong> \u0159ekli ka\u017ed\u00fd sv\u016fj pohled na tvorbu kampan\u00ed. Jeden na
\nto jde sp\u00ed\u0161e technicky, druh\u00fd je zast\u00e1ncem selsk\u00e9ho rozumu. J\u00e1 osobn\u011b si
\nmysl\u00edm, \u017ee d\u016fle\u017eit\u00e9 je kombinovat stroje i selsk\u00fd rozum. Pak teprve m\u016f\u017ee
\nvzniknout kvalitn\u00ed v\u00fdsledek. Jan Ka\u0161par\u016f<\/strong>
\nn\u00e1m uk\u00e1zal, co by PPC\u010dka\u0159 m\u011bl m\u011b\u0159it v\u00a0GA a pro\u010d. T\u0159e\u0161ni\u010dkou na dortu byla Petra V\u011btrovsk\u00e1<\/strong>, kter\u00e1 pou\u017e\u00edv\u00e1 hlavn\u011b
\nzdrav\u00fd rozum. Kampan\u011b startuje ze sv\u00e9ho gau\u010de, na za\u010d\u00e1tku je netestuje,
\nignoruje fr\u00e1zovou shodu a po v\u00fdkonu si d\u00e1v\u00e1 dva dny oddych. Nad\u0161en\u00ed z\u00a0n\u00ed
\nale sr\u0161\u00ed na d\u00e1lku. Jo a pou\u017e\u00edv\u00e1 k\u00a0pr\u00e1ci barevn\u00fd pap\u00edrky jako j\u00e1. Tak\u017ee m\u00e1
\nm\u016fj like. Jan Zdarsa<\/strong> z\u00a0Googlu
\nn\u00e1m na z\u00e1v\u011br p\u0159edstavil chystan\u00e9 novinky v\u00a0AdWords.<\/p>\n

\n
\"PPC<\/div>
PPC offline<\/figcaption><\/figure>\n

Ufff a te\u010f jen na n\u00e1sleduj\u00edc\u00ed p\u00e1rty nezab\u00edt ty pr\u00e1v\u011b nachyt\u0159en\u00e9 mozkov\u00e9 bu\u0148ky. \ud83d\ude42\u00a0Jdeme rad\u0161i hr\u00e1t fotb\u00e1lek, kter\u00fd tu je a m\u00e1me z\u00a0n\u011bj radost.<\/p>\n

2. \u010d\u00e1st:\u00a02+2: Marketing Festival teoreticky p\u0159i p\u00e1tku a sobot\u011b<\/a><\/p>\n

Obohatil v\u00e1s tento report z Marketing Festivalu? Sd\u00edlejte ho s ostatn\u00edmi.<\/p>\n","protected":false},"excerpt":{"rendered":"

Prvn\u00ed \u010d\u00e1st reportu z marketingov\u00e9 ud\u00e1losti toho roku. Letos v r\u00e1zovit\u00e9m regionu. Ostrava.<\/p>\n","protected":false},"author":20,"featured_media":2320,"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":[9],"tags":[],"class_list":["post-3322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uz-to-vite"],"yoast_head":"\n2+2: Marketing Festival prakticky p\u0159i st\u0159ed\u011b a \u010dtvrtku<\/title>\n<meta name=\"description\" content=\"Prvn\u00ed \u010d\u00e1st reportu z marketingov\u00e9 ud\u00e1losti toho roku. 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