{"id":3510,"date":"2026-03-30T23:36:50","date_gmt":"2026-03-30T21:36:50","guid":{"rendered":"https:\/\/www.digiamo.cz\/?p=3468"},"modified":"2026-03-30T23:36:50","modified_gmt":"2026-03-30T21:36:50","slug":"onlajnov-2026-sedmy-rocnik-ostravskeho-pokladu","status":"publish","type":"post","link":"https:\/\/new.digiamo.cz\/new\/onlajnov-2026-sedmy-rocnik-ostravskeho-pokladu\/","title":{"rendered":"Onlajnov 2026: Sedm\u00fd ro\u010dn\u00edk ostravsk\u00e9ho pokladu"},"content":{"rendered":"\n

Minul\u00fd t\u00fdden jsem vym\u011bnila pra\u017esk\u00e9 Digiamo za ostravsk\u00fd Poklad a sedm\u00fd ro\u010dn\u00edk konference Onlajnov<\/strong>. Cel\u00e1 akce byla nabit\u00e1 nejen p\u0159edn\u00e1\u0161kami<\/strong> a praktick\u00fdmi workshopy<\/strong>, ale tak\u00e9 skv\u011bl\u00fdm j\u00eddlem a v\u00fdb\u011brovou k\u00e1vou. Pro m\u011b \u0161lo o skv\u011blou p\u0159\u00edle\u017eitost na\u010derpat inspiraci od l\u00eddr\u016f trhu a pod\u00edvat se na marketingovou strategii optikou firem, kter\u00e9 dok\u00e1zaly vyr\u016fst z nuly a\u017e na miliardov\u00e9 obraty. Tady je m\u016fj v\u00fdb\u011br toho nejzaj\u00edmav\u011bj\u0161\u00edho, co na konferenci zazn\u011blo.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Olivie: Pro\u010d v reklam\u011b s\u00e1zet na autenticitu<\/h2>\n\n\n\n

Zna\u010dka Olivie u\u0161la cestu z gar\u00e1\u017ee a\u017e k \u0161esti-cifern\u00fdm po\u010dt\u016fm z\u00e1kazn\u00edk\u016f. Jejich r\u016fst je akcelerov\u00e1n agresivn\u00edm budgetem ve v\u00fd\u0161i 35\u201340 %<\/strong> z obratu, co\u017e jim d\u00e1v\u00e1 z\u00e1sadn\u00ed Share of Voice. Vedle Google a Meta nov\u011b testuj\u00ed Pinterest<\/strong>, kter\u00fd doru\u010duje velmi slibn\u00e1 data.<\/p>\n\n\n\n

Tip pro \u010dten\u00e1\u0159e<\/h3>\n\n\n\n

Statick\u00e9 bannery jim v r\u00e1mci marketingu v\u00fdkonnostn\u011b por\u00e1\u017e\u00ed<\/strong> video. Konkr\u00e9tn\u011b autentick\u00fd, \u201eraw\u201c<\/strong> vizu\u00e1l z mobilu buduje u c\u00edlov\u00e9 skupiny 30\u201350 let vy\u0161\u0161\u00ed d\u016fv\u011bru ne\u017e drah\u00e1 produkce. Strategie zna\u010dky p\u0159itom c\u00edl\u00ed na maxim\u00e1ln\u00ed \u201ewow efekt\u201c v ka\u017ed\u00e9m bod\u011b kontaktu se z\u00e1kazn\u00edkem \u2013 od prvn\u00ed reklamy a\u017e po samotn\u00e9 rozbalov\u00e1n\u00ed bal\u00ed\u010dku.<\/p>\n\n\n\n

Vos\u00edme.cz: Data jako kompas pro expanzi<\/h2>\n\n\n\n

Spole\u010dnost Vos\u00edme.cz se strategicky zam\u011b\u0159uje na men\u0161\u00ed m\u011bsta a aglomerace s populac\u00ed nad 18 000 obyvatel, kde efektivn\u011b t\u011b\u017e\u00ed z ni\u017e\u0161\u00ed<\/strong> konkurence<\/strong>. Letos atakuj\u00ed hranici obratu 750 milion\u016f korun a m\u011bs\u00ed\u010dn\u011b odbav\u00ed p\u0159es 130 000 objedn\u00e1vek.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Tip pro \u010dten\u00e1\u0159e<\/h3>\n\n\n\n

K rozhodov\u00e1n\u00ed o nov\u00fdch lokalit\u00e1ch vyu\u017e\u00edvaj\u00ed pokro\u010dil\u00e9 datov\u00e9 anal\u00fdzy a dashboardy v Power BI<\/strong> nam\u00edsto pouh\u00e9 intuice. Jejich logistika je dota\u017een\u00e1 do nejmen\u0161\u00edho detailu \u2013 samotn\u00e1 p\u0159\u00edprava pizzy trv\u00e1 jen 3,5 minuty<\/strong> a u 73 %<\/strong> objedn\u00e1vek doru\u010d\u00ed j\u00eddlo do p\u016fl hodiny<\/strong>. Aby diverzifikovali nab\u00eddku a vyt\u011b\u017eili st\u00e1vaj\u00edc\u00ed lokality, spustili nov\u011b asijsk\u00fd projekt Zendino.<\/p>\n\n\n\n

Workshop: Novinky a tipy v Skliku<\/h2>\n\n\n\n

\u010cast\u00fdm m\u00fdtem v na\u0161ich kon\u010din\u00e1ch je, \u017ee Seznam oslovuje pouze star\u0161\u00ed<\/strong> generaci<\/strong>. Pokud se ale pod\u00edv\u00e1te pod kapotu cel\u00e9ho ekosyst\u00e9mu, zjist\u00edte, \u017ee realita je jin\u00e1. Seznam nen\u00ed jen vyhled\u00e1vac\u00ed \u0159\u00e1dek. Je to cel\u00e1 digit\u00e1ln\u00ed s\u00ed\u0165 od reality.cz p\u0159es Mapy.cz a\u017e po nej\u010dten\u011bj\u0161\u00ed online den\u00edky v zemi.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

P\u0159esta\u0148te se na Sklik d\u00edvat jen jako na \u201eten druh\u00fd vyhled\u00e1va\u010d\u201c. Vn\u00edmejte ho jako komplexn\u00ed<\/strong> s\u00ed\u0165<\/strong>, kter\u00e1 v\u00e1m d\u00edky unik\u00e1tn\u00edm dat\u016fm o \u010desk\u00fdch u\u017eivatel\u00edch dovol\u00ed zas\u00e1hnout va\u0161i c\u00edlovku p\u0159esn\u011b tam, kde tr\u00e1v\u00ed nejv\u00edce \u010dasu \u2013 a\u0165 u\u017e hledaj\u00ed bydlen\u00ed, pl\u00e1nuj\u00ed v\u00fdlet nebo \u010dtou rann\u00ed zpr\u00e1vy.<\/p>\n\n\n\n


Nezapom\u00ednejte budovat brand<\/h3>\n\n\n\n

Zde jsou v\u00fdsledky \u00fa\u010dtu, kter\u00fd m\u011bl za c\u00edl pouze PNO a nepracoval na sv\u00e9m brandu. Na za\u010d\u00e1tku se jednalo o zn\u00e1mou zna\u010dku, nicm\u00e9n\u011b b\u011bhem 6 let se \u010d\u00edsla propadla t\u00e9m\u011b\u0159 na t\u0159etinu. Tento pokles se nav\u00edc net\u00fdkal pouze Skliku, ale dal\u0161\u00edch reklamn\u00edch platforem. Proto je pot\u0159eba udr\u017eovat pov\u011bdom\u00ed o zna\u010dce konzistentn\u011b a nezapom\u00ednat na jeho d\u016fle\u017eitost.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Tip pro \u010dten\u00e1\u0159e<\/h4>\n\n\n\n

Vyu\u017e\u00edvejte v Skliku vlastn\u00ed seznamy z\u00e1kazn\u00edk\u016f pro tvorbu Lookalike publik. V dob\u011b konce cookies t\u0159et\u00edch stran je pr\u00e1v\u011b toto nejefektivn\u011bj\u0161\u00ed cesta, jak naj\u00edt nov\u00e9 z\u00e1kazn\u00edky s podobn\u00fdm n\u00e1kupn\u00edm chov\u00e1n\u00edm, jako maj\u00ed va\u0161i st\u00e1vaj\u00edc\u00ed klienti.<\/p>\n\n\n\n

Tendence odm\u00edt\u00e1n\u00ed Cookie li\u0161ty<\/h3>\n\n\n\n

V obdob\u00ed spu\u0161t\u011bn\u00ed Cookie li\u0161ty v roce 2024 s n\u00ed souhlasilo zhruba 80 % u\u017eivatel\u016f. V roce 2026 je to v\u0161ak u\u017e jen 50 %. Je proto \u010d\u00edm d\u00e1l d\u016fle\u017eit\u011bj\u0161\u00ed br\u00e1t v\u00fdsledky PPC komplexn\u011bji \u2013 c\u00edle kampan\u011b porovn\u00e1vat s \u010d\u00edsly klienta. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Novinky, kter\u00e9 doporu\u010dujeme vyzkou\u0161et<\/h3>\n\n\n\n
    \n
  • Chytr\u00e1 kampa\u0148<\/strong> \u2013 pomoc\u00ed AI si sama najde c\u00edlovou skupinu jak ve vyhled\u00e1vac\u00ed tak obsahov\u00e9 s\u00edti<\/li>\n\n\n\n
  • Chytr\u00e1 doporu\u010den\u00ed <\/strong>\u2013 n\u00e1vrhy pro \u00fapravy v \u00fa\u010dtu, kter\u00e9 je u\u017eite\u010dn\u00e9 \u010das od \u010dasu proj\u00edt<\/li>\n\n\n\n
  • Maximalizace konverz\u00ed<\/strong> \u2013 pokud m\u00e1te v kampani dost konverz\u00ed, doporu\u010dujeme otestovat<\/li>\n<\/ul>\n\n\n\n

    Marlenka: Kvalita, kter\u00e1 se prod\u00e1v\u00e1 \u201esama\u201c<\/h2>\n\n\n\n

    Marlenka je uk\u00e1zkov\u00fdm p\u0159\u00edkladem glob\u00e1ln\u00edho \u0161k\u00e1lov\u00e1n\u00ed z regionu, kdy 80 %<\/strong> produkce<\/strong> m\u00ed\u0159\u00ed do 50 zem\u00ed sv\u011bta<\/strong>. Rodinn\u00fd byznys stoj\u00ed na nekompromisn\u00ed kvalit\u011b a vlastn\u00ed<\/strong> laborato\u0159i<\/strong>, kter\u00e1 kontroluje ka\u017edou tunu vstupn\u00edho medu na p\u0159\u00edtomnost antibiotik \u010di cukru.<\/p>\n\n\n\n

    Tip pro \u010dten\u00e1\u0159e<\/h3>\n\n\n\n

    Marlenka prod\u00e1v\u00e1 prim\u00e1rn\u011b p\u0159es B2B<\/strong> partnery<\/strong> a sta\u010d\u00ed jim k tomu velmi mal\u00fd obchodn\u00ed t\u00fdm. Popt\u00e1vka toti\u017e \u010dasto vznik\u00e1<\/strong> organicky<\/strong> \u2013 partne\u0159i se oz\u00fdvaj\u00ed sami pot\u00e9, co produkt n\u011bkde ochutnaj\u00ed. To ukazuje, \u017ee investice do unik\u00e1tn\u00edho produktu (spolu s dlouhou trvanlivost\u00ed a bez konzervant\u016f) je tou nejlep\u0161\u00ed dlouhodobou marketingovou strategi\u00ed.<\/p>\n\n\n\n

    Um\u011bn\u00ed prodeje: Konec pr\u00e1zdn\u00fdch kli\u0161\u00e9<\/h2>\n\n\n\n

    Z\u00e1v\u011bre\u010dn\u00e1 \u010d\u00e1st o prodeji varovala p\u0159ed past\u00ed kli\u0161\u00e9, jako je \u201eprofesionalita\u201c \u010di \u201evysok\u00e1 kvalita\u201c, kter\u00e1 v dne\u0161n\u00edm over-marketed sv\u011bt\u011b nikoho neodli\u0161\u00ed. N\u00e1kupn\u00ed rozhodov\u00e1n\u00ed je prim\u00e1rn\u011b emocion\u00e1ln\u00ed proces<\/strong>, kter\u00fd si z\u00e1kazn\u00edk logikou pouze zp\u011btn\u011b racionalizuje.<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    Tip pro \u010dten\u00e1\u0159e<\/h3>\n\n\n\n

    Skute\u010dn\u00fdm m\u011b\u0159\u00edtkem \u00fasp\u011bchu na s\u00edt\u00edch nen\u00ed po\u010det lajk\u016f, ale to, zda p\u0159\u00edsp\u011bvek posouv\u00e1 klienta v n\u00e1kupn\u00edm procesu<\/strong>. Obsah byste m\u011bli striktn\u011b d\u011blit na f\u00e1zi z\u00edsk\u00e1v\u00e1n\u00ed pozornosti<\/strong>, budov\u00e1n\u00ed vztahu<\/strong> a fin\u00e1ln\u00ed konverzi<\/strong>. Dnes v prodej\u00edch v\u00edt\u011bz\u00ed jasn\u00e1 struktura a praktick\u00fd framework krok za krokem sp\u00ed\u0161e ne\u017e obecn\u00e1 inspirace.<\/p>\n\n\n\n

    Z\u00e1v\u011br<\/h2>\n\n\n\n

    \u00da\u010dast na konferenci pro m\u011b byla op\u011bt potvrzen\u00edm, \u017ee v\u00edt\u011bzn\u00fd marketing vy\u017eaduje precizn\u00ed pr\u00e1ci s daty, odvahu do investic a schopnost j\u00edt pod povrch n\u00e1kupn\u00edch vzorc\u016f. T\u011b\u0161\u00edm se co nov\u00e9ho do sv\u011bta e-commerce p\u0159inese dal\u0161\u00ed, a to u\u017e osm\u00fd, ro\u010dn\u00edk.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Minul\u00fd t\u00fdden jsem vym\u011bnila pra\u017esk\u00e9 Digiamo za ostravsk\u00fd Poklad a sedm\u00fd ro\u010dn\u00edk konference Onlajnov. Cel\u00e1 akce byla nabit\u00e1 nejen p\u0159edn\u00e1\u0161kami a praktick\u00fdmi workshopy, ale tak\u00e9 skv\u011bl\u00fdm j\u00eddlem a v\u00fdb\u011brovou k\u00e1vou. Pro m\u011b \u0161lo o skv\u011blou p\u0159\u00edle\u017eitost na\u010derpat inspiraci od l\u00eddr\u016f trhu a pod\u00edvat se na marketingovou strategii optikou firem, kter\u00e9 dok\u00e1zaly vyr\u016fst z nuly a\u017e […]<\/p>\n","protected":false},"author":13,"featured_media":3520,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26],"tags":[37,80],"class_list":["post-3510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing","tag-konference","tag-onlajnov"],"meta_box":{"nadpis_cta":"","podnadpis_cta":"","text_button_cta":"","link_button_cta":""},"_links":{"self":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/3510","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\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/comments?post=3510"}],"version-history":[{"count":0,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/3510\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media\/3520"}],"wp:attachment":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media?parent=3510"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/categories?post=3510"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/tags?post=3510"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}