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Svoleny Marketing

Svoleny Marketing

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Published by Vlad Hrouda

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Published by: Vlad Hrouda on Sep 05, 2009
Copyright:Attribution Non-commercial

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02/02/2013

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Svolen\u00fd Marketing
Napsal: Seth Godin
P\u0159elo\u017eil: ing. Vladim\u00edr Hrouda (hrouda1@gmail.com)
Obsah
P\u0159edmluva Donna Pepperse
\u00davod
1.
Marketingov\u00e1 krize, kterou pen\u00edze nevy\u0159e\u0161\u00ed
Ned\u00e1v\u00e1te pozor. Nikdo ned\u00e1v\u00e1 pozor.
\u2022
Pro v\u0161echnu tu reklamu u\u017e nen\u00ed dal\u0161\u00edho m\u00edsta
\u2022
Marketing p\u0159eru\u0161en\u00ed - tradi\u010dn\u00ed zp\u016fsob, jak z\u00edskat pozornost z\u00e1kazn\u00edka
\u2022
Z\u00e1kazn\u00edci tr\u00e1v\u00ed m\u00e9n\u011b \u010dasu hled\u00e1n\u00ed jin\u00fdch \u0159e\u0161en\u00ed
\u2022
Hromadn\u00e9 sd\u011blovac\u00ed prost\u0159edky jsou mrtv\u00e9. A\u0165 \u017eij\u00ed okrajov\u00e1 media!
\u2022
\u010cty\u0159i zp\u016fsoby, jak udr\u017eet hromadn\u00fd marketing na\u017eivu
\u2022
P\u0159\u00edm\u00fd marketing pronik\u00e1 sv\u011btem p\u0159epln\u011bn\u00fdm reklamou, jen do\u010dasn\u011b
\u2022
Pro\u010d reklamn\u00ed agentury probl\u00e9m ne\u0159e\u0161\u00ed
\u2022
\u201eObchodn\u00edci p\u0159eru\u0161itel\u00e9\u201c ve sv\u011btle Hlavy 22
2.Svolen\u00fd marketing \u2013 zp\u016fsob jak p\u0159inutit reklamu op\u011bt fungovat
\u00da\u010dinn\u00e1 reklama je o\u010dek\u00e1van\u00e1, osobn\u011b d\u016fle\u017eit\u00e1 a v\u00fdznamn\u00e1, t\u00fdk\u00e1 se z\u00e1kazn\u00edk\u016f
\u2022
Nest\u00edh\u00e1me v\u0161ichni
\u2022
Dva zp\u016fsoby, jak p\u0159iv\u00e9st nev\u011bstu k olt\u00e1\u0159i
\u2022
P\u011bt krok\u016f k namluven\u00ed si va\u0161eho z\u00e1kazn\u00edka
\u2022
Svolen\u00ed je investice
\u2022
Svolen\u00fd marketing je star\u00fd zp\u016fsob s nov\u00fdm v\u00fdznamem
3.V\u00fdvoj hromadn\u00e9 reklamy
Hromadn\u00e1 reklama stvo\u0159ila hromadn\u00e9 obchodn\u00edky
\u2022
Ob\u0159\u00ed obchodn\u00ed zna\u010dky povznesly p\u0159eru\u0161uj\u00edc\u00ed m\u00e9dia
\u2022
Crisco: marketingov\u00fd v\u00fdvoj poh\u00e1n\u011bn\u00fd produkty
\u2022
Jak \u201emarketing p\u0159eru\u0161en\u00ed\u201c vytv\u00e1\u0159\u00ed p\u0159\u00edle\u017eitosti ke svolen\u00ed
4.Za\u010d\u00edn\u00e1me: zam\u011b\u0159te se na pod\u00edl na z\u00e1kazn\u00edkovi, ne na tr\u017en\u00ed pod\u00edl
Zbavte se 70 % sv\u00fdch z\u00e1kazn\u00edk\u016f a hle, zisk stoup\u00e1!
\u2022
Pou\u017eijte svolen\u00ed na sam\u00e9m za\u010d\u00e1tku marketingov\u00e9ho procesu
\u2022
P\u0159irozen\u00e1 spolupr\u00e1ce svolen\u00ed a marketingu \u201ejeden k jednomu\u201c
\u2022
Jak vyhozen\u00ed 70 % va\u0161ich z\u00e1kazn\u00edk\u016f m\u016f\u017ee pomoci va\u0161emu obchodu
\u2022
Za\u010dn\u011bte tak, \u017ee zv\u00fd\u0161\u00edte dovednosti a sob\u011bsta\u010dnost z\u00e1kazn\u00edka
\u2022
Zvy\u0161ov\u00e1n\u00ed dovednost\u00ed a samostatnosti z\u00e1kazn\u00edka vy\u017eaduje pl\u00e1nov\u00e1n\u00ed a investice
5.Jak se opakov\u00e1n\u00edm vytv\u00e1\u0159\u00ed d\u016fv\u011bra a jak svolen\u00ed usnad\u0148uje opakov\u00e1n\u00ed
Tajemstv\u00ed, kter\u00e1 obchodn\u00edci dr\u017e\u00ed pod pokli\u010dkou
\u2022
Jak informovanost p\u0159em\u011bnit v d\u016fv\u011brn\u00fd vztah
\u2022
Opakov\u00e1n\u00ed a d\u016fv\u011bra p\u0159ed\u010d\u00ed z\u00e1sah a jeho kouzlo
\u2022
Marketingov\u00e9 probl\u00e9my souvisej\u00edc\u00ed s opakov\u00e1n\u00edm
\u2022
Svolen\u00ed posiluje opakov\u00e1n\u00ed
6.P\u011bt stup\u0148\u016f svolen\u00ed
Pane, ty sma\u017een\u00e9 hranolky si d\u00e1te s t\u00edmto?
\u2022
Nejvy\u0161\u0161\u00ed stupe\u0148 svolen\u00ed: nitro\u017eiln\u00ed l\u00e9\u010dba
\u2022
N\u00e1kup po uk\u00e1zce
\u2022
Druh\u00fd stupe\u0148 svolen\u00ed: bodov\u00e9 syst\u00e9my
\u2022
Uniknout hleda\u010d\u016fm p\u0159\u00edle\u017eitost\u00ed: ka\u017ed\u00fd chce n\u011bco
\u2022
Body se z\u00e1vazkem
\u2022
Body s nad\u011bj\u00ed
\u2022
T\u0159et\u00ed stupe\u0148 svolen\u00ed: osobn\u00ed vztahy
\u2022
\u010ctvrt\u00fd stupe\u0148 svolen\u00ed: d\u016fv\u011bra v obchodn\u00ed zna\u010dku
\u2022
P\u00e1t\u00fd stupe\u0148 svolen\u00ed: n\u00e1kup podle situace
\u2022
\u017d\u00e1dn\u00e9 svolen\u00ed: spam
7.Pr\u00e1ce se svolen\u00edm jako se zbo\u017e\u00edm
S d\u00edvkou nejlep\u0161\u00edho p\u0159\u00edtele se na sch\u016fzku nechod\u00ed
\u2022
Svolen\u00ed je nep\u0159enosn\u00e9
\u2022
Svolen\u00ed je sobeck\u00e9
\u2022
Svolen\u00ed je proces, nikoliv chvilka
\u2022
Svolen\u00ed m\u016f\u017ee b\u00fdt kdykoliv zru\u0161eno
8.V\u0161e co v\u00edte o marketingu na internetu, je \u0161patn\u011b
Jak je internet chybn\u011b pou\u017e\u00edv\u00e1n stejn\u00fdm zp\u016fsobem, jako ostatn\u00ed sd\u011blovac\u00ed prost\u0159edky
\u2022

Nejpopul\u00e1rn\u011bj\u0161\u00ed b\u00e1chorky o marketingu na internetu
1. Provoz (hity!) je nejlep\u0161\u00ed zp\u016fsob jak m\u011b\u0159it internetovou str\u00e1nku
2. Kdy\u017e str\u00e1nky napln\u00edte skv\u011bl\u00fdm obsahem, lid\u00e9 se budou st\u00e1le vracet
3. Va\u0161e produkty se budou na internetu dob\u0159e prod\u00e1vat, kdy\u017e dostate\u010dn\u011b investujete

do zabezpe\u010den\u00e9ho serveru
4. Vyhled\u00e1va\u010de jsou kl\u00ed\u010dem k provozu na va\u0161\u00ed internetov\u00e9 str\u00e1nce
5. K n\u00e1skoku p\u0159ed konkurenc\u00ed pot\u0159ebujete technologie, jako je Java a Shockwave
6. Internet je jako televize
7. Mnoho lid\u00ed surfuje po internetu
8. Kdy\u017e nebudete dnes experimentovat, pozd\u011bji prod\u011bl\u00e1te
9. Va\u0161e str\u00e1nka by m\u011bla poskytovat kompletn\u00ed internetov\u00fd z\u00e1\u017eitek
10. Anonymita se k internetu hod\u00ed
11. Prod\u00e1v\u00e1n\u00edm banner\u016f (reklamn\u00edch prou\u017ek\u016f) zbohatnete

12. Aktivita je dobr\u00e1
9.Jak souvis\u00ed svolen\u00fd marketing s internetem
Po\u0161tovn\u00ed zn\u00e1mky jsou zdarma. Internet v\u0161e m\u011bn\u00ed.
\u2022
Jak sestavit rozpo\u010det pro svolen\u00ed, kter\u00e9 vkl\u00e1d\u00e1te do sv\u00e9 internetov\u00e9 str\u00e1nky
\u2022

\u010cty\u0159i kl\u00ed\u010de pro nastaven\u00ed va\u0161\u00ed internetov\u00e9 str\u00e1nky, kter\u00e1 m\u00e1 z\u00edsk\u00e1vat svolen\u00ed
1. Svou nab\u00eddku testujte a p\u0159izp\u016fsobujte
2. Svolen\u00ed ud\u011blejte z\u0159eteln\u00e9 a jednozna\u010dn\u00e9
3. K odes\u00edl\u00e1n\u00ed a p\u0159ij\u00edm\u00e1n\u00ed sd\u011blen\u00ed pou\u017e\u00edvejte po\u010d\u00edta\u010de, ne lidi
4. Soust\u0159e\u010fte se na snadn\u00e9 ovl\u00e1d\u00e1n\u00ed. Z\u00e1kazn\u00edci cht\u011bj\u00ed m\u00edt na internetu pocit, \u017ee

jsou chyt\u0159\u00ed
10.P\u0159\u00edpadov\u00e9 studie
Firmy, kter\u00e9 to d\u011blaly spr\u00e1vn\u011b a ti, kte\u0159\u00ed to d\u011blali \u0161patn\u011b.
\u2022
Jak prodejna \u017eidovsk\u00fdch lah\u016fdek p\u0159i\u0161la o pen\u00edze
\u2022
Spole\u010dn\u00e9 investi\u010dn\u00ed fondy: chytr\u00e9 pen\u00edze a hloup\u00fd marketing
\u2022
Automobilov\u00fd pr\u016fmysl miluje televizi
\u2022
Jak bez vysp\u011bl\u00fdch technologi\u00ed pou\u017e\u00edt svolen\u00ed p\u0159i prodeji aut
\u2022
Nejsme v oboru leteck\u00e9 dopravy, ale v oboru v\u011brnosti
\u2022
Prohlubov\u00e1n\u00ed vztahu, kter\u00fd vze\u0161el z nab\u00edzen\u00ed u\u017eite\u010dn\u00fdch produkt\u016f
\u2022
P\u0159em\u011bna po\u010d\u00edta\u010dov\u00e9ho programu v p\u0159ich\u00e1zej\u00edc\u00ed p\u0159edplatn\u00e9

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