{"id":1136,"date":"2023-02-20T13:47:42","date_gmt":"2023-02-20T12:47:42","guid":{"rendered":"https:\/\/www.digiamo.cz\/vykonnostni-marketing\/"},"modified":"2023-02-20T13:47:42","modified_gmt":"2023-02-20T12:47:42","slug":"vykonnostni-marketing","status":"publish","type":"post","link":"https:\/\/new.digiamo.cz\/new\/vykonnostni-marketing\/","title":{"rendered":"Z\u00edskejte konkuren\u010dn\u00ed v\u00fdhodu: v\u00fdkonnostn\u00ed marketing jako cesta k \u00fasp\u011bchu"},"content":{"rendered":"\n<p>V\u00fdkonnostn\u00ed marketing zahrnuje ve\u0161ker\u00e9 m\u011b\u0159iteln\u00e9 marketingov\u00e9 \u010dinnosti, jejich\u017e c\u00edlem je maximalizace konverz\u00ed, kter\u00e9 jsou p\u0159edem stanoven\u00e9 v&nbsp;z\u00e1vislosti na \u00fa\u010delu konkr\u00e9tn\u00ed marketingov\u00e9 kampan\u011b. N\u00ed\u017ee si to vysv\u011btl\u00edme o n\u011bco detailn\u011bji.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/vykonnostni-marketing-1-1024x683.jpg\" alt=\"v\u00fdkonnostn\u00ed marketing - ilustra\u010dn\u00ed ob\u00e1zek\" class=\"wp-image-29933\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/www.appier.com\/hubfs\/Imported_Blog_Media\/Why-Performance-Marketing-is-More-Relevant-Than-Ever.jpg\">Zdroj obr\u00e1zku<\/a><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Co je v\u00fdkonnostn\u00ed marketing?<\/h2>\n\n\n\n<p>V\u00fdkonnostn\u00ed marketing je zam\u011b\u0159en\u00fd na v\u00fdkon, jin\u00fdmi slovy \u2013 na <strong>zv\u00fd\u0161en\u00ed ve\u0161ker\u00fdch m\u011b\u0159iteln\u00fdch akc\u00ed<\/strong>, neboli konverz\u00ed. Jeho z\u00e1kladem je stanoven\u00ed si m\u011b\u0159iteln\u00fdch c\u00edl\u016f a n\u00e1sledn\u00e1 dlouhodob\u00e1 optimalizace, kter\u00e1 vede k jej\u00edch&nbsp;dosa\u017een\u00ed. V\u00fdkonnostn\u00ed marketing tedy zahrnuje ve\u0161ker\u00e9 marketingov\u00e9 aktivity, kter\u00e9 jsou zac\u00edleny na zlep\u0161en\u00ed popt\u00e1vek, registrac\u00ed, prodej\u016f a dal\u0161\u00edch m\u011b\u0159iteln\u00fdch aktivit na webu v&nbsp;z\u00e1vislosti na vyty\u010den\u00fdch c\u00edlech.<\/p>\n\n\n\n<p>V\u00fdkonnostn\u00ed marketing se skl\u00e1d\u00e1 z&nbsp;<strong>budov\u00e1n\u00ed a optimalizace zdroj\u016f n\u00e1v\u0161t\u011bvnosti <\/strong>a ze zvy\u0161ov\u00e1n\u00ed konvertibility webu, kter\u00e9 lze dos\u00e1hnout jeho <strong>efektivizac\u00ed<\/strong>. Typick\u00fdm n\u00e1strojem v\u00fdkonnostn\u00edho marketingu jsou nap\u0159\u00edklad <a href=\"https:\/\/new.digiamo.cz\/new\/ppc\/\">PPC kampan\u011b<\/a>, jejich\u017e v\u00fdkon jde ruku v&nbsp;ruce s u\u017eivatelskou p\u0159\u00edv\u011btivost\u00ed webu (UX a <a href=\"https:\/\/new.digiamo.cz\/new\/slovnik\/co-je-to-user-interface\/\">UI<\/a>) a jeho d\u016fv\u011bryhodnost\u00ed, danou zejm\u00e9na \u00farovn\u00ed copywritingu. V\u00fdkonnostn\u00ed marketing nesta\u010d\u00ed pouze nastavit a zapnout, ale pr\u016fb\u011b\u017en\u011b sledovat, m\u011b\u0159it, analyzovat, interpretovat a vylep\u0161ovat.<\/p>\n\n\n\n<p>D\u00edky kvalitn\u011b nastaven\u00e9 <a href=\"https:\/\/new.digiamo.cz\/new\/webova-analytika\/\">analytice<\/a> a podrobn\u00fdm dat\u016fm lze velmi dob\u0159e vyhodnocovat nejen marketingov\u00e9 kampan\u011b, ale tak\u00e9 optimalizovat web a n\u00e1kupn\u00ed proces. Na z\u00e1klad\u011b z\u00edskan\u00fdch dat lze l\u00e9pe c\u00edlit marketingov\u00e9 kampan\u011b, vyb\u00edrat konkr\u00e9tn\u00ed kl\u00ed\u010dov\u00e1 slova i um\u00edst\u011bn\u00ed banner\u016f, vybrat nejlep\u0161\u00ed denn\u00ed dobu, kdy mohou kampan\u011b b\u011b\u017eet, a zam\u011b\u0159it je na lokality, kde se nach\u00e1zej\u00ed z\u00e1kazn\u00edci.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00edle v\u00fdkonnostn\u00edho marketingu<\/h2>\n\n\n\n<p>Konkr\u00e9tn\u00ed c\u00edle, kter\u00fdch m\u00e1 v\u00fdkonnostn\u00ed marketing dos\u00e1hnou, z\u00e1vis\u00ed na <strong>\u00fa\u010delu marketingov\u00e9 kampan\u011b<\/strong>, tedy na tom, zda je zam\u011b\u0159ena na podporu zn\u00e1mosti va\u0161\u00ed zna\u010dky (budov\u00e1n\u00ed brandu) nebo p\u0159\u00edmo na prodeje. Podle toho rozli\u0161ujeme dva typy kampan\u00ed \u2013 prodejn\u00ed a imageov\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Prodejn\u00ed kampan\u011b<\/h3>\n\n\n\n<p>Jak u\u017e ze samotn\u00e9ho n\u00e1zvu vypl\u00fdv\u00e1, tyto kampan\u011b jsou zam\u011b\u0159en\u00e9 na prodej. U prodejn\u00edch kampan\u00ed pracujeme s&nbsp;t\u00edm, \u017ee z\u00e1kazn\u00edk je ji\u017e rozhodnut\u00fd nakoupit, ale zva\u017euje jednotliv\u00e9 nab\u00eddky. C\u00edlem prodejn\u00edch kampan\u00ed jsou tedy <strong>objedn\u00e1vky<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Imageov\u00e9 kampan\u011b<\/h3>\n\n\n\n<p>Tyto kampan\u011b vstupuj\u00ed do n\u00e1kupn\u00edho procesu je\u0161t\u011b d\u0159\u00edve ne\u017e prodejn\u00ed kampan\u011b, jeliko\u017e jejich hlavn\u00edm \u00fakolem je p\u0159iv\u00e9st zna\u010dku nebo produkt do pov\u011bdom\u00ed z\u00e1kazn\u00edka. K&nbsp;tomuto \u00fa\u010delu se vyu\u017e\u00edvaj\u00ed nap\u0159\u00edklad reklamn\u00ed bannery nebo videoreklamy. C\u00edlem imageov\u00fdch kampan\u00ed tedy prim\u00e1rn\u011b nen\u00ed prodej, ale <strong>lead<\/strong> (d\u00edl\u010d\u00ed c\u00edl), jako je registrace, odb\u011br newsletteru, vypln\u011bn\u00ed formul\u00e1\u0159e apod.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Optimalizace zdroj\u016f n\u00e1v\u0161t\u011bvnosti<\/h2>\n\n\n\n<p>Hlavn\u00ed slo\u017ekou v\u00fdkonnostn\u00edho marketingu je optimalizace zdroj\u016f n\u00e1v\u0161t\u011bvnosti, kter\u00e1 spo\u010d\u00edv\u00e1 ve <strong>v\u00fdb\u011bru reklamn\u00edch aktivit<\/strong>, je\u017e povedou ke zv\u00fd\u0161en\u00ed po\u017eadovan\u00fdch konverz\u00ed na webu. Tato \u010dinnost zahrnuje v\u00fdb\u011br web\u016f (pro affiliate marketing, bannery, videoreklamy apod.) a v\u00fdb\u011br kl\u00ed\u010dov\u00fdch slov, na kter\u00e9 se bude reklama zobrazovat ve vyhled\u00e1va\u010d\u00edch. Nejpou\u017e\u00edvan\u011bj\u0161\u00edmi <strong>n\u00e1stroji<\/strong> optimalizace zdroj\u016f n\u00e1v\u0161t\u011bvnosti jsou:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>PPC syst\u00e9my (Sklik, Google Ads)<\/li>\n\n\n\n<li>RTB syst\u00e9my \u2013 programmatic buying (real time bidding \u2013 vydavatel nab\u00edz\u00ed reklamn\u00ed prostor inzerentovi, kter\u00fd si za n\u011bj zaplat\u00ed)<\/li>\n\n\n\n<li>Affiliate marketing<\/li>\n\n\n\n<li><a href=\"https:\/\/new.digiamo.cz\/new\/socialni-site\/\">Social media marketing<\/a><\/li>\n<\/ul>\n\n\n\n<p>Ve v\u00fdkonnostn\u00edm marketingu lze m\u011b\u0159it:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CPC (Cost Per Click)&nbsp;&#8211; cena jednoho kliku<\/li>\n\n\n\n<li>CPM (Cost Per Mile)&nbsp;&#8211;&nbsp; m\u00edra zobrazen\u00ed vyj\u00e1d\u0159en\u00e1 v tis\u00edc\u00edch<\/li>\n\n\n\n<li>CPS (Cost Per Sale)&nbsp;&#8211; platba a\u017e v moment\u011b prodeje<\/li>\n\n\n\n<li>CPL (Cost Per Leads)&nbsp;&#8211; podobn\u00fd jako CPS, ale v\u00fdkon zde ur\u010duje lead, kter\u00fdm je nap\u0159. vypln\u011bn\u00ed formul\u00e1\u0159e<\/li>\n\n\n\n<li>CPA (Cost Per Action)&nbsp;&#8211; podobn\u00fd princip jako p\u0159edch\u00e1zej\u00edc\u00ed dva modely, ale ,,action\u201d m\u016f\u017ee zahrnovat jakoukoli akci, kterou vy\u017eadujete<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Efektivizace webu<\/h2>\n\n\n\n<p>Efektivizace webu je nezbytnou slo\u017ekou v\u00fdkonnostn\u00edho marketingu na podporu konverz\u00ed z&nbsp;p\u0159\u00edchoz\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f. O efektivit\u011b, nebo tak\u00e9 pou\u017eitelnosti, webu rozhoduje p\u0159edev\u0161\u00edm <strong>u\u017eivatelsk\u00e1 p\u0159\u00edv\u011btivost<\/strong> webu (UX a UI) a <strong>d\u016fv\u011bryhodnost webu<\/strong>, dan\u00e1 zejm\u00e9na copywritingem.<\/p>\n\n\n\n<p>Efektivizace webu je dosahov\u00e1no pomoc\u00ed analytiky n\u00e1v\u0161t\u011bvnosti a chov\u00e1n\u00ed n\u00e1v\u0161t\u011bvn\u00edk\u016f na webu, na z\u00e1klad\u011b kter\u00fdch lze z\u00edskat data o tom, co funguje velmi dob\u0159e a co je naopak pot\u0159eba vylep\u0161it, v\u00fdkonnostn\u00edch test\u016f a optimalizace. K&nbsp;efektivizaci webu se vyu\u017e\u00edvaj\u00ed zejm\u00e9na tyto n\u00e1stroje:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Google Analytics<\/li>\n\n\n\n<li>Omniture<\/li>\n\n\n\n<li>A\/B testingy<\/li>\n\n\n\n<li>Google Pagespeed test<\/li>\n\n\n\n<li>a dal\u0161\u00ed\u2026<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Jak profitovat z v\u00fdkonnostn\u00edho marketingu?<\/h2>\n\n\n\n<p>Zat\u00edmco n\u011bkter\u00e9 marketingov\u00e9 aktivity mohou b\u00fdt obt\u00ed\u017en\u011b m\u011b\u0159iteln\u00e9, u v\u00fdkonnostn\u00edho marketingu <strong>p\u0159esn\u011b v\u00edte, jak\u00e9 v\u00fdsledky konkr\u00e9tn\u00ed kampa\u0148 p\u0159inesla<\/strong> <strong>a kolik v\u00e1s to st\u00e1lo<\/strong>. Celkov\u00fd \u00fasp\u011bch v\u00fdkonnostn\u00edho marketingu ur\u010duj\u00ed p\u0159edem stanoven\u00e9 c\u00edle a jejich dosa\u017een\u00ed.<\/p>\n\n\n\n<p>V\u00fdkonnostn\u00ed <a href=\"https:\/\/new.digiamo.cz\/new\/blog\/online-marketing\/\">online marketing<\/a> by m\u011bla vyu\u017e\u00edt ka\u017ed\u00e1 firma, kter\u00e1 m\u016f\u017ee m\u011b\u0159it z\u00edsk\u00e1n\u00ed plat\u00edc\u00edho z\u00e1kazn\u00edka. Pokud se spole\u010dnost zam\u011b\u0159uje pouze na budov\u00e1n\u00ed brandu h\u016f\u0159e m\u011b\u0159iteln\u00fdmi n\u00e1stroji a opom\u00edj\u00ed v\u00fdkonnostn\u00ed marketing, p\u0159ich\u00e1z\u00ed o zna\u010dnou \u010d\u00e1st potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f. V\u00fdkonnostn\u00ed marketing slou\u017e\u00ed p\u0159edev\u0161\u00edm k&nbsp;tomu, aby p\u0159ivedl firm\u011b plat\u00edc\u00ed z\u00e1kazn\u00edky.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Nastaven\u00edm reklamy to nekon\u010d\u00ed<\/h3>\n\n\n\n<p>Jak je ji\u017e uvedeno v \u010dl\u00e1nku, kampa\u0148 nesta\u010d\u00ed spustit, mus\u00ed b\u00fdt spr\u00e1vn\u011b nastaven\u00e1 a p\u0159edev\u0161\u00edm pravideln\u011b vyhodnocovan\u00e1. Pro\u010d? Proto\u017ee chceme v\u011bd\u011bt, zda se investice vypl\u00e1c\u00ed, a to my um\u00edme! R\u00e1di V\u00e1m pom\u016f\u017eeme nejen s <a href=\"https:\/\/new.digiamo.cz\/new\/tvorba-a-nastaveni-ppc-kampani\/\">placenou reklamou<\/a>.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>V\u00fdkonnostn\u00ed marketing zahrnuje ve\u0161ker\u00e9 m\u011b\u0159iteln\u00e9 marketingov\u00e9 \u010dinnosti, jejich\u017e c\u00edlem je maximalizace konverz\u00ed, kter\u00e9 jsou p\u0159edem stanoven\u00e9 v&nbsp;z\u00e1vislosti na \u00fa\u010delu konkr\u00e9tn\u00ed marketingov\u00e9 kampan\u011b. N\u00ed\u017ee si to vysv\u011btl\u00edme o n\u011bco detailn\u011bji. Co je v\u00fdkonnostn\u00ed marketing? V\u00fdkonnostn\u00ed marketing je zam\u011b\u0159en\u00fd na v\u00fdkon, jin\u00fdmi slovy \u2013 na zv\u00fd\u0161en\u00ed ve\u0161ker\u00fdch m\u011b\u0159iteln\u00fdch akc\u00ed, neboli konverz\u00ed. Jeho z\u00e1kladem je stanoven\u00ed si m\u011b\u0159iteln\u00fdch [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":1139,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28,29],"tags":[43],"class_list":["post-1136","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","category-social","tag-marketingovy-slovnik"],"meta_box":{"nadpis_cta":"R\u00e1di byste zkusili placenou reklamu?","podnadpis_cta":"Na internetu m\u016f\u017eete b\u00fdt vid\u011bt a zjistit, jak si vedete. V\u00edme, jak na to!","text_button_cta":"Chci nastavit kampa\u0148","link_button_cta":"https:\/\/www.digiamo.cz\/spojte-se-s-nami\/"},"_links":{"self":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/1136","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/comments?post=1136"}],"version-history":[{"count":0,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/1136\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media\/1139"}],"wp:attachment":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media?parent=1136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/categories?post=1136"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/tags?post=1136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}