{"id":3925,"date":"2023-03-03T11:55:00","date_gmt":"2023-03-03T10:55:00","guid":{"rendered":"https:\/\/www.grafique.cz\/?p=3925"},"modified":"2024-02-07T10:02:26","modified_gmt":"2024-02-07T09:02:26","slug":"co-je-to-online-marketing","status":"publish","type":"post","link":"https:\/\/www.grafique.cz\/en\/webdesign-blog\/co-je-to-online-marketing\/","title":{"rendered":"Co je to online marketing?"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"4850\" height=\"6455\" src=\"https:\/\/www.grafique.cz\/wp-content\/uploads\/co_je_to_online_marketing.svg\" alt=\"\" class=\"wp-image-3929\" style=\"width:599px;height:799px\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><em>Poj\u010fme si rovnou na \u00favod \u0159\u00edci co vlastn\u011b pojem online marketing znamen\u00e1 a jak\u00e9 \u010dinnosti zahrnuje, abychom si i v\u00edce mohli rozv\u00e9st hlub\u0161\u00ed \u00fa\u010dely tohoto ozna\u010den\u00ed.<\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Online marketing p\u0159edstavuje c\u00edlenou propagaci dan\u00e9ho produktu, slu\u017eeb a dal\u0161\u00edch podnikatelsk\u00fdch aktivit. Samoz\u0159ejm\u011b pojmem online marketing m\u00edn\u00edme slu\u017ebu provozovanou v internetov\u00e9 oblasti. Jedn\u00e1 se o nastaven\u00ed ur\u010dit\u00e9 strategie, \u0159\u00edzen\u00e9 ovl\u00e1d\u00e1n\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed, nastaven\u00ed a spu\u0161t\u011bn\u00ed c\u00edlen\u00fdch reklam, kontrolov\u00e1n\u00ed cel\u00e9 kampan\u011b pomoc\u00ed ur\u010den\u00fdch n\u00e1stroj\u016f (nap\u0159.: Collabim, Google Trends, Marketing Miner).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d se marketingem v\u016fbec zab\u00fdvat?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00edt a\u0165, u\u017e jako firma a nebo samostatn\u00e1 podnikaj\u00edc\u00ed osoba, p\u0159ehled o tom co je to marketing je v\u00edce ne\u017e d\u016fle\u017eit\u00e9. Zn\u00e1t tento pojem v\u0161ak nen\u00ed v\u0161e. D\u016fle\u017eit\u00e9 je se pono\u0159it v\u00edce do hloubky. Marketing jako takov\u00fd je p\u0159edev\u0161\u00edm o Marketingov\u00e9 strategii a Marketingov\u00e9m pl\u00e1nu. Ka\u017ed\u00e1 firma a nebo OSV\u010c maj\u00ed marketingov\u00fd pl\u00e1n a strategii jedine\u010dn\u00e9, nikdy nelze pou\u017e\u00edt stejn\u00fd model na dv\u011b odli\u0161n\u00e9 zna\u010dky\/ firmy. Jednodu\u0161e proto, \u017ee ka\u017ed\u00e1 zna\u010dka je jedine\u010dn\u00e1. S t\u00edmto bodem souvis\u00ed budov\u00e1n\u00ed i budov\u00e1n\u00ed&nbsp; pov\u011bdom\u00ed o Va\u0161\u00ed zna\u010dce u klient\u016f sou\u010dasn\u00fdch i budouc\u00edch. A zde se op\u011bt dost\u00e1v\u00e1me k c\u00edlen\u00e9 reklam\u011b, propagaci na s\u00edt\u00edch, atd., tedy k online marketingu a marketingu jako takov\u00e9mu. T\u00edm p\u00e1dem k marketingov\u00e9mu pl\u00e1nu a marketingov\u00e9 strategii.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"4850\" height=\"6455\" src=\"https:\/\/www.grafique.cz\/wp-content\/uploads\/online_marketing-1.svg\" alt=\"\" class=\"wp-image-3937\" style=\"width:438px;height:589px\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Marketingov\u00e1 strategie a marketingov\u00fd pl\u00e1n &#8211; co je co?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sd\u011bl\u00edme si co je to marketingov\u00e1 strategie a co marketingov\u00fd pl\u00e1n. Jak\u00fd je mezi nimi rozd\u00edl? A zda mus\u00edme ovl\u00e1dat ob\u011b oblasti.<br>Ve sv\u00e9 podstat\u011b jde marketingov\u00e1 strategie a marketingov\u00fd pl\u00e1n ruku v ruce spolu, jejich neodd\u011blitelnost v\u0161ak neznamen\u00e1, \u017ee se sob\u011b podobaj\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketingov\u00e1 strategie<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketingovou strategi\u00ed m\u00edn\u00edme koncepci jednotliv\u00fdch krok\u016f, n\u00e1pady, n\u00e1stroje, konkr\u00e9tn\u00ed kroky podniknut\u00e9 pro zviditeln\u00ed dan\u00e9 zna\u010dky. Spadaj\u00ed sem i prov\u00e1d\u011bn\u00e9 anal\u00fdzy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketingov\u00fd pl\u00e1n<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na rozd\u00edl od p\u0159edchoz\u00edho pojmu, kdy jsme \u0159e\u0161ili jak\u00fdmi n\u00e1stroji a jak\/kde budeme zna\u010dku propagovat, v&nbsp; marketingov\u00e9m pl\u00e1nu si sestavujeme konkr\u00e9tn\u00ed \u010dasov\u00fd harmonogram, cile a \u010dasov\u00fd harmonogram vyty\u010den\u00fdch aktivit.n<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Zna\u010dka n\u00e1s p\u0159e\u017eije &#8211; aneb jak vybudovat \u00fasp\u011b\u0161nou zna\u010dku<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jak ji\u017e v\u00edme, marketing si klade za c\u00edl p\u0159edev\u0161\u00edm zviditeln\u011bn\u00ed. Co tedy je\u0161t\u011b m\u016f\u017eeme pro \u00fasp\u011b\u0161nou propagaci produktu\/ slu\u017eeb ud\u011blat? Zviditelnit na\u0161i zna\u010dku!<br>Pro za\u010d\u00e1tek je vhodn\u00e9 si ur\u010dit kdo vlastn\u011b jste, jak m\u00e1 na klienty\/ trh p\u016fsobit Va\u0161e zna\u010dka, na jak\u00e9 publikum chcete c\u00edlit, koho zaujmout, co m\u00e1 va\u0161e zna\u010dka v lidech evokovat, jak m\u00e1 p\u016fsobit na ve\u0159ejnost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Definice zna\u010dky<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ur\u010deme si co vlastn\u011b chceme nab\u00edzet a nebo co ji\u017e nab\u00edz\u00edme. Polo\u017eme si ot\u00e1zky k definov\u00e1n\u00ed na\u0161\u00ed zna\u010dky: Co chceme z\u00e1kazn\u00edk\u016fm nab\u00eddnout?, Jak\u00fd produkt\/ slu\u017ebu nab\u00edz\u00edme? Jak chceme p\u016fsobit? Jak\u00e9 benefity p\u0159in\u00e1\u0161\u00ed n\u00e1kup\/ vyu\u017eit\u00ed slu\u017eeb u na\u0161\u00ed zna\u010dky klient\u016fm?<br>Po zodpov\u011bzen\u00ed zm\u00edn\u011bn\u00fdch ot\u00e1zek, jsme p\u0159ipraveni p\u0159ej\u00edt k dal\u0161\u00edm krok\u016fm. A sice zjistit na\u0161e postaven\u00ed na trhu a zji\u0161t\u011bn\u00ed kdo jsou na\u0161i z\u00e1kazn\u00edci, na koho c\u00edl\u00edme.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"4850\" height=\"6455\" src=\"https:\/\/www.grafique.cz\/wp-content\/uploads\/jak_vybudovat_uspesnou_znacku-1.svg\" alt=\"\" class=\"wp-image-3935\" style=\"width:438px;height:589px\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Postaven\u00ed na trhu<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kde a jak si stoj\u00edme, kde se pohybujeme a jak\u00fdm sm\u011brem je nastavena filozofie na\u0161eho produktu\/ slu\u017eby? Na tuto ot\u00e1zku bychom m\u011bli s p\u0159ehledem odpov\u011bd\u011bt.<br>D\u016fle\u017eit\u00e9 je tak\u00e9 zn\u00e1t svou konkurenci, v\u011bd\u011bt v \u010dem se li\u0161\u00edme. Jak\u00e9 benefity nab\u00edz\u00edme sv\u00fdm klient\u016fm a zkr\u00e1tka pro\u010d by m\u011bl z\u00e1kazn\u00edk nakoupit pr\u00e1v\u011b u n\u00e1s. Co pr\u00e1v\u011b my nab\u00edz\u00edme nav\u00edc? Jsme l\u00eddrem a nebo jsme jen dal\u0161\u00ed na trhu?<br>Nem\u00e9n\u011b d\u016fle\u017eit\u00e1 je t\u00e9\u017e ot\u00e1zka v oblasti soci\u00e1ln\u00edch kan\u00e1l\u016f &#8211; Jak\u00e9 m\u00e9dia vyu\u017e\u00edv\u00e1me? Pou\u017e\u00edv\u00e1me je spr\u00e1vn\u011b?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Z\u00e1kazn\u00edci<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak si stoj\u00edme u sv\u00fdch z\u00e1kazn\u00edk\u016f? M\u011bli bychom to v\u011bd\u011bt! P\u0159edev\u0161\u00edm je dobr\u00e9 zn\u00e1t jak n\u00e1s z\u00e1kazn\u00edci vn\u00edmaj\u00ed, co si o na\u0161\u00ed zna\u010dce mysl\u00ed, zda maj\u00ed pot\u0159ebn\u00e9 informace o na\u0161ich produktech\/ slu\u017eb\u00e1ch. A nebo jak chceme, abychom byli vn\u00edm\u00e1ni.<br><br>Pomoci tak\u00e9 m\u016f\u017ee vytvo\u0159en\u00ed profilu potencion\u00e1ln\u00edho z\u00e1kazn\u00edka. Ptejte se sami sebe: Pro koho je m\u016fj produkt\/ slu\u017eba? Jak vypad\u00e1 vypad\u00e1 v\u00e1\u0161 klient (v\u011bk, soci\u00e1ln\u00ed postaven\u00ed, pr\u00e1ce, rodinn\u00fd stav).<br>Na z\u00e1klad\u011b t\u011bchto odpov\u011bd\u00ed m\u016f\u017eete n\u00e1sledn\u011b vypracovat t\u0159eba pl\u00e1n c\u00edlen\u00fdch reklam, p\u0159\u00edsp\u011bvky na soci\u00e1ln\u00edch s\u00edt\u00ed, atd.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"422\" height=\"461\" src=\"https:\/\/www.grafique.cz\/wp-content\/uploads\/kvavaatk.svg\" alt=\"\" class=\"wp-image-3926\" style=\"width:438px;height:589px\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">P\u0159edn\u00ed n\u00e1stroje pro online marketing a jejich mo\u017enosti<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud ji\u017e m\u00e1me jasnou vizi o marketingov\u00e9m pl\u00e1nu, marketingov\u00e9 strategii a v\u00edme kdo jsme , pro koho je n\u00e1\u0161 produkt\/ slu\u017eby ur\u010den\u00fd\/\u00e1 je na\u010dase za\u010d\u00edt se samotnou propagac\u00ed za pomoc\u00ed webov\u00fdch n\u00e1stroj\u016f. I zde se nab\u00edz\u00ed n\u011bkolik mo\u017enost\u00ed, proto je dobr\u00e9 m\u00edt v\u00fd\u0161e zm\u00edn\u011bn\u00e9 ot\u00e1zky zodpov\u011bzeny.<br>Zp\u016fsob pou\u017e\u00edv\u00e1n\u00ed r\u016fzn\u00fdch n\u00e1stroj\u016f a metod se tak\u00e9 odv\u00edj\u00ed od dvou kategori\u00ed online marketingu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mezi n\u00e1stroje pro online marketing pat\u0159\u00ed<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Inbound marketing<\/strong> &#8211; zde se jedn\u00e1 o dlouhodob\u00e9 budov\u00e1n\u00ed vztah\u016f se z\u00e1kazn\u00edky. Tedy o publikaci pravideln\u00fdch p\u0159\u00edsp\u011bvk\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch, psan\u00ed \u010dl\u00e1nk\u016f (aktualit). Stav\u00edme t\u00edmto p\u0159\u00edjemn\u00fd vztah s klienty, pravideln\u00fdmi posty se jim dost\u00e1v\u00e1me do pov\u011bdom\u00ed a je tak v\u00edce ne\u017e pravd\u011bpodobn\u00e9, \u017ee si na\u0161i zna\u010dku dlouhodob\u011b zapamatuj\u00ed. Sou\u010d\u00e1st\u00ed inbound marketingu je tedy p\u0159edev\u0161\u00edm obsahov\u00fd marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Outbound marketing <\/strong>&#8211; v tomto p\u0159\u00edpad\u011b se zam\u011b\u0159ujeme na propagaci samotn\u00e9ho produktu\/ slu\u017eby.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Chce to webov\u00e9 str\u00e1nky<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pro \u00fasp\u011b\u0161nou prezentaci Va\u0161eho brandu a z\u00e1rove\u0148 i produktu a slu\u017eeb je jist\u011b z\u00e1kladem m\u00edt <strong>webov\u00e9 str\u00e1nky<\/strong>. Webov\u00fd projekt prezentuj\u00edc\u00ed V\u00e1s\/Va\u0161i zna\u010dku\/slu\u017ebu je jak\u00fdmsi j\u00e1drem celkov\u00e9ho internetov\u00e9ho marketingu.<br>Jako prvn\u00ed nastroj pro propagaci si tedy m\u016f\u017eeme p\u0159edstavit pr\u00e1v\u011b internetov\u00e9 str\u00e1nky. D\u016fraz by m\u011bl b\u00fdt v tomto p\u0159\u00edpad\u011b kladen p\u0155edev\u0161\u00edm na responzi, SEO optimalizaci, funk\u010dnost,&nbsp; kvalitn\u00ed design &#8211; vypov\u00eddaj\u00edc\u00ed o samotn\u00e9m kr\u00e9du zna\u010dky.<br>Slovo vl\u00e1dne internetu &#8211; hlavn\u011b v oblasti propagace &#8211; najd\u011bte si dobr\u00e9ho copywritera. Texty zahrnuj\u00ed kl\u00ed\u010dov\u00e1 slova, bav\u00ed klienty, informuj\u00ed. Zkr\u00e1tka za dob\u0159e napsan\u00e9 texty se V\u00e1m dostane odm\u011bny v podob\u011b vzr\u016fstaj\u00edc\u00edch n\u00e1v\u0161t\u011bv i vracej\u00edc\u00edch se klient\u016f.<br>A jak\u00e9 webov\u00e9 str\u00e1nky jsou \u010dtiv\u00e9? Ne jen ty s dobr\u00fdm obsahem, ale p\u0155edev\u0161\u00edm ty co maj\u00ed obsah p\u0159ehledn\u00fd a dob\u0159e \u010diteln\u00fd. Za dobrou strukturou webu se vyplat\u00ed bojovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>P\u00e9\u010de o soci\u00e1ln\u00ed s\u00edt\u011b se vyplat\u00ed<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kdy\u017e u\u017e jsou webov\u00e9 str\u00e1nky na sv\u011bt\u011b je t\u0159eba zalo\u017eit i n\u011bkolik soci\u00e1ln\u00edch s\u00edt\u00ed. O ka\u017ed\u00e9 by se dalo napsat hned n\u011bkolik odstavc\u016f, sta\u010d\u00ed, ale v\u011bd\u011bt jak je efektivn\u011b pou\u017e\u00edvat. Soci\u00e1ln\u00ed s\u00edt\u011b a jak o n\u011b pe\u010dovat si pop\u00ed\u0161eme v samostatn\u00e9m \u010dl\u00e1nku.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Poj\u010fme si rovnou na \u00favod \u0159\u00edci co vlastn\u011b pojem online marketing znamen\u00e1 a jak\u00e9 \u010dinnosti zahrnuje, abychom si i v\u00edce mohli rozv\u00e9st hlub\u0161\u00ed \u00fa\u010dely tohoto ozna\u010den\u00ed. Online marketing p\u0159edstavuje c\u00edlenou propagaci dan\u00e9ho produktu, slu\u017eeb a dal\u0161\u00edch podnikatelsk\u00fdch aktivit. Samoz\u0159ejm\u011b pojmem online marketing m\u00edn\u00edme slu\u017ebu provozovanou v internetov\u00e9 oblasti. Jedn\u00e1 se o nastaven\u00ed ur\u010dit\u00e9 strategie, \u0159\u00edzen\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4013,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webdesign-blog"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Poj\u010fme si rovnou na \u00favod \u0159\u00edci co vlastn\u011b pojem online marketing znamen\u00e1 a jak\u00e9 \u010dinnosti zahrnuje, abychom si i v\u00edce mohli rozv\u00e9st hlub\u0161\u00ed \u00fa\u010dely tohoto ozna\u010den\u00ed. Online marketing p\u0159edstavuje c\u00edlenou propagaci dan\u00e9ho produktu, slu\u017eeb a dal\u0161\u00edch podnikatelsk\u00fdch aktivit. Samoz\u0159ejm\u011b pojmem online marketing m\u00edn\u00edme slu\u017ebu provozovanou v internetov\u00e9 oblasti. 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