[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.terranet.cz\/vyhledavaci-marketing-se-posouva-zpatky-k-daleko-vetsi-lidske-interakci\/#Article","mainEntityOfPage":"https:\/\/www.terranet.cz\/vyhledavaci-marketing-se-posouva-zpatky-k-daleko-vetsi-lidske-interakci\/","headline":"Vyhled\u00e1vac\u00ed marketing se posouv\u00e1 zp\u00e1tky k daleko v\u011bt\u0161\u00ed lidsk\u00e9 interakci","name":"Vyhled\u00e1vac\u00ed marketing se posouv\u00e1 zp\u00e1tky k daleko v\u011bt\u0161\u00ed lidsk\u00e9 interakci","description":"Na konferenci SMX London v\u00a0kv\u011btnu jsem se \u00fa\u010dastnil dvou prezentac\u00ed s\u00a0PPC expertem Markem Irvinem. Ned\u00e1vno byl ocen\u011bn jako PPC expert […]","datePublished":"2020-02-23","dateModified":"2020-02-23","author":{"@type":"Person","@id":"https:\/\/www.terranet.cz\/author\/#Person","name":"","url":"https:\/\/www.terranet.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/087c2e57f451bc02fa8017914855d7c40cf6c7d5dc1637b868e007adc26322d1?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/087c2e57f451bc02fa8017914855d7c40cf6c7d5dc1637b868e007adc26322d1?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"terranet.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.terranet.cz\/vyhledavaci-marketing-se-posouva-zpatky-k-daleko-vetsi-lidske-interakci\/","wordCount":751,"articleBody":"Na konferenci SMX London v\u00a0kv\u011btnu jsem se \u00fa\u010dastnil dvou prezentac\u00ed s\u00a0PPC expertem Markem Irvinem. Ned\u00e1vno byl ocen\u011bn jako PPC expert \u010d\u00edslo jedna spole\u010dnost\u00ed PPCHero v\u00a0jejich ka\u017edoro\u010dn\u00ed sout\u011b\u017ei.\u00a0Irvine pracuje jako data v\u011bdec pro spole\u010dnost Wordstream, Google Ads a Microsoft Ads management a tak\u00e9 optimaliza\u010dn\u00ed platformu. Zkoum\u00e1n\u00edm dat a vysv\u011btlov\u00e1n\u00edm toho, co vlastn\u011b znamenaj\u00ed, je jeho expert\u00edza a j\u00e1 jsem s\u00a0n\u00edm m\u011bl rozhovor ohledn\u011b m\u00e9ho hl\u00e1\u0161en\u00ed vyhled\u00e1vac\u00edch trend\u016f v\u00a0roce 2019.\u00a0\tSoci\u00e1ln\u00ed trendy p\u0159edpov\u00eddaj\u00ed vyhled\u00e1vac\u00ed trendy\t\u00a0\tN\u011bkter\u00e1 z\u00a0dat z\u00a0jeho anal\u00fdz jdou mnohem d\u00e1l, ne\u017e jen k\u00a0vyhled\u00e1v\u00e1n\u00ed, a\u017e ke trend\u016fm, kter\u00e9 ukazuj\u00ed jeho data nap\u0159\u00ed\u010d n\u011bkolika r\u016fzn\u00fdmi platformami.\tTento sn\u00edmek z\u00a0Irvinovi prezentace na SMX Konferenci v\u00a0Lond\u00fdn\u011b prozkoum\u00e1v\u00e1 to, jak\u00fdm zp\u016fsobem hodina trendov\u00e1n\u00ed na Twitteru ovlivn\u00ed vyhled\u00e1v\u00e1n\u00ed. V\u00a0tomto p\u0159\u00edpad\u011b je vyhled\u00e1v\u00e1n\u00ed zdvojn\u00e1sobeno na Google a za n\u011bkolik \u0161est hodin se vyhled\u00e1v\u00e1n\u00ed navy\u0161uje a\u017e p\u011btkr\u00e1t. Je tu i dobr\u00fd p\u0159\u00edklad pro marketing v\u00a0re\u00e1ln\u00e9m \u010dase a tenhle pohled na data je n\u011bco, co z\u0159\u00eddkakdy vid\u00edme v\u00a0digit\u00e1ln\u00edm marketingu kv\u016fli specializaci na kan\u00e1l a obt\u00ed\u017enosti s\u00a0p\u0159\u00edstupem k\u00a0dat\u016fm z\u00a0n\u011bkolika kan\u00e1l\u016f.\t\u00a0\tIrvine neust\u00e1le argumentoval pro rozd\u011blov\u00e1n\u00ed rol\u00ed u kan\u00e1l\u016f digit\u00e1ln\u00edho marketingu. Objevujeme na soci\u00e1ln\u00edch s\u00edt\u00edch a pot\u00e9 vyhled\u00e1v\u00e1me na Google. M\u00e1m tendence pokra\u010dovat v\u00a0t\u00e9to tezi v\u00a0souvislosti s\u00a0m\u00fdm aktu\u00e1ln\u00edm v\u00fdzkumem o marketingu Amazonu, kdy bych \u0159ekl \u2026 a pot\u00e9 kupujeme na Amazonu. V\u0161echno je to jenom o tom, jak\u00fdm zp\u016fsobem se lid\u00e9 chovaj\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch a tento odli\u0161uj\u00edc\u00ed pohled ukazuje, \u017ee je tu st\u00e1le n\u011bjak\u00fd \u017eivot v\u00a0konceptu trycht\u00fd\u0159e, stejn\u011b jako je to siln\u00fd p\u0159\u00edklad pro sk\u00e1k\u00e1n\u00ed z\u00a0jedn\u00e9 uzav\u0159en\u00e9 zahrady do druh\u00e9 s\u00a0na\u0161imi marketingov\u00fdmi iniciativami.\t\u00a0\tUr\u010dit\u011b bych se nepokou\u0161el budovat firmu za pou\u017eit\u00ed Amazonu a ur\u010dit\u011b bych necht\u011bl prod\u00e1vat sv\u00e9 produkty skrze Instagram v\u00a0tomto st\u00e1diu \u2013 hodn\u011b \u0161t\u011bst\u00ed s\u00a0n\u011b\u010d\u00edm takov\u00fdm, odv\u00e1\u017en\u00ed pion\u00fd\u0159i nov\u00e9ho v\u011bku! Tyto v\u011bci toti\u017e budou vy\u017eadovat masivn\u00ed zm\u011bny v\u00a0nab\u00edzen\u00ed slu\u017eeb (kter\u00e9 ale platformy pr\u00e1v\u011b nyn\u00ed prov\u00e1d\u011bj\u00ed) a tak\u00e9 bude t\u0159eba spousta zm\u011bn v\u00a0chov\u00e1n\u00ed u\u017eivatel\u016f a v\u00a0jejich zvyc\u00edch.\t\u00a0\tTak\u017ee, jak\u00e9 jsou ty velk\u00e9 trendy digit\u00e1ln\u00edho marketingu?\t\u00a0\tIrvine poznamen\u00e1v\u00e1, \u017ee tady nebudeme mluvit o kl\u00ed\u010dov\u00fdch slovech, hlavn\u011b ne v\u00a0roce 2019 \u2013 a je ur\u010dit\u011b nad\u0161en\u00fd z\u00a0toho, \u017ee ji\u017e nemus\u00ed m\u00edt thesaurus na jeho stole. Pr\u00e1v\u011b nyn\u00ed budeme mluvit o tom, jak obecenstvo nach\u00e1z\u00ed sv\u00e9 firmy. Po letech vy\u0161perkovan\u00fdch kopi\u00ed reklam a perfektn\u00edch obr\u00e1zc\u00edch na soci\u00e1ln\u00edch s\u00edt\u00edch Irvine navrhuje to, \u017ee konverzace \u010dlov\u011bka s\u00a0\u010dlov\u011bkem je mnohem lep\u0161\u00ed. Mohlo by to nasv\u011bd\u010dovat tomu, \u017ee mnohem autenti\u010dt\u011bj\u0161\u00ed komunikace je na vzestupu?\t\u00a0\tCO se t\u00fd\u010de pr\u00e1ce samotn\u00e9, PPC experti a praktici nesm\u00ed b\u00fdt zam\u011b\u0159en\u00ed jenom na Google. Ka\u017ed\u00fd bude nucen\u00fd nau\u010dit se spoustu znalost\u00ed o inzer\u010dn\u00edch platform\u00e1ch. Set dovednost\u00ed a jeho po\u017eadavky se bude tak\u00e9 neust\u00e1le m\u011bnit. Nyn\u00ed m\u00e1me mnohem v\u00edce n\u00e1stroj\u016f, kter\u00e9 za n\u00e1s budou d\u011blat opakuj\u00edc\u00ed se pr\u00e1ci a tedy my se budeme muset zam\u011b\u0159it mnohem v\u00edce na p\u0159idanou hodnotu, co se t\u00fd\u010de kreativity a post\u0159eh\u016f.\t\u00a0\tNa stran\u011b platformy je Irvine docela optimistick\u00fd ohledn\u011b budoucnosti platforem jako je Pinterest, Quora a Reddit, i kdy\u017e st\u00e1le maj\u00ed je\u0161t\u011b spoustu v\u00fdzev pro firmy. Je daleko m\u00e9n\u011b optimistick\u00fd ohledn\u011b p\u0159irozen\u00e9 inzerce a platforem jako je Taboola, Outbrain a Criteo.\t\u00a0\tIrvine nab\u00eddl tato slova, kter\u00e1 docela p\u011bkn\u011b shrnuj\u00ed n\u00e1\u0161 rozhovor:\t\u00a0\t\u201eData se jen tak nevytrat\u00ed. Av\u0161ak \u010d\u00edm d\u00e1l v\u00edce se mus\u00edm zam\u00fd\u0161let nad lidskou dimenz\u00ed. Zam\u011b\u0159en\u00ed na data se posouv\u00e1 do perspektivy \u010dlov\u011bka s\u00a0\u010dlov\u011bkem. Pot\u0159ebujeme proto posunout na\u0161i inzerci do tohoto kontextu.\u201c \t\u00a0                                                                                                                                                                                                                                                                                                                                                                                                "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Vyhled\u00e1vac\u00ed marketing se posouv\u00e1 zp\u00e1tky k daleko v\u011bt\u0161\u00ed lidsk\u00e9 interakci","item":"https:\/\/www.terranet.cz\/vyhledavaci-marketing-se-posouva-zpatky-k-daleko-vetsi-lidske-interakci\/#breadcrumbitem"}]}]