{"id":5276,"date":"2022-05-27T14:01:34","date_gmt":"2022-05-27T12:01:34","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=5276"},"modified":"2022-07-09T14:26:27","modified_gmt":"2022-07-09T12:26:27","slug":"online-a-offline-marketing","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/online-a-offline-marketing\/","title":{"rendered":"Online a offline marketing \u2013 Kter\u00fd je efektivn\u011bj\u0161\u00ed pro va\u0161i spole\u010dnost?"},"content":{"rendered":"<p dir=\"ltr\"><strong>Marketing je v dne\u0161n\u00ed dob\u011b velmi d\u016fle\u017eit\u00fd n\u00e1stroj \u00fasp\u011b\u0161n\u00e9ho podnik\u00e1n\u00ed. Jednodu\u0161e \u0159e\u010deno, abyste prod\u00e1vali sv\u00e9 v\u00fdrobky nebo slu\u017eby, mus\u00edte b\u00fdt vid\u011bt, sly\u0161et a mus\u00ed se o v\u00e1s mluvit. Online nebo offline marketing? Nejl\u00e9pe v obou verz\u00edch z\u00e1rove\u0148. Jak\u00fd je mezi nimi rozd\u00edl, a kter\u00fd druh marketingu zvolit pro va\u0161e podnik\u00e1n\u00ed, se dozv\u00edte v n\u00e1sleduj\u00edc\u00edch \u0159\u00e1dc\u00edch.<\/strong><\/p>\n<h2>Online marketing<\/h2>\n<p dir=\"ltr\">Jak u\u017e z n\u00e1zvu vypl\u00fdv\u00e1, <a href=\"https:\/\/orangeacademy.cz\/kurzy-marketingu\" target=\"_blank\" rel=\"noopener\">online marketing<\/a> prob\u00edh\u00e1 na internetu. Mezi nej\u010dast\u011bj\u0161\u00ed n\u00e1stroje online marketingu pat\u0159\u00ed:<\/p>\n<ul>\n<li>\n<p dir=\"ltr\">Webov\u00e9 str\u00e1nky,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">SEO,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">PPC reklama,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">email marketing,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">soci\u00e1ln\u00ed s\u00edt\u011b,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">influence\u0159i.<\/p>\n<\/li>\n<\/ul>\n<h3>Webov\u00e9 str\u00e1nky<\/h3>\n<p dir=\"ltr\">Vzhledem k tomu, \u017ee je v dne\u0161n\u00ed dob\u011b online sv\u011bt velmi roz\u0161\u00ed\u0159en\u00fd a popul\u00e1rn\u00ed, je v\u011bt\u0161ina lid\u00ed zvykl\u00e1 se na internetu bez probl\u00e9mu orientovat. Prvn\u00edm krokem v\u011bt\u0161iny lid\u00ed, je po <strong>doporu\u010den\u00ed<\/strong> spole\u010dnosti, produktu nebo slu\u017eby, okam\u017eit\u00e9 vyhled\u00e1n\u00ed na internetu.<\/p>\n<p dir=\"ltr\">Ide\u00e1ln\u00edm krokem je pro va\u0161i spole\u010dnost vytvo\u0159en\u00ed webov\u00fdch str\u00e1nek, abyste byli <strong>snadno dohledateln\u00ed<\/strong>. Spr\u00e1vn\u011b vytvo\u0159en\u00fd web hraje pro va\u0161e podnik\u00e1n\u00ed kl\u00ed\u010dovou roli. Mus\u00ed b\u00fdt nejen graficky zaj\u00edmav\u00fd, poskytuj\u00edc\u00ed v\u0161echny d\u016fle\u017eit\u00e9 informace a z\u00e1rove\u0148 p\u0159ehledn\u00fd, ale v dne\u0161n\u00ed dob\u011b chytr\u00fdch telefon\u016f i responzivn\u00ed \u2013 str\u00e1nky mus\u00ed b\u00fdt optimalizovan\u00e9 i pro mobiln\u00ed telefony.<\/p>\n<h3>SEO<\/h3>\n<p dir=\"ltr\">Vyhled\u00e1n\u00ed va\u0161ich webov\u00fdch str\u00e1nek bude jednodu\u0161\u0161\u00ed s pou\u017eit\u00edm SEO a kl\u00ed\u010dov\u00fdch slov. Va\u0161e webov\u00e1 str\u00e1nka se s pou\u017eit\u00edm spr\u00e1vn\u00fdch kl\u00ed\u010dov\u00fdch slov bude <strong>zobrazovat ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed<\/strong> na nejlep\u0161\u00edch pozic\u00edch. Aktivity <a href=\"https:\/\/orangeacademy.cz\/clanky\/co-je-seo\/\" target=\"_blank\" rel=\"noopener\">SEO<\/a> jsou linkbuilding a psan\u00ed \u010dl\u00e1nk\u016f na blog va\u0161\u00ed str\u00e1nky. T\u00edm, \u017ee budete ps\u00e1t \u010dl\u00e1nky s pou\u017eit\u00edm kl\u00ed\u010dov\u00fdch slov, otev\u0159ete dve\u0159e dal\u0161\u00edm z\u00e1kazn\u00edk\u016fm, kte\u0159\u00ed hledaj\u00ed pr\u00e1v\u011b to, co vy nab\u00edz\u00edte.<\/p>\n<p dir=\"ltr\">D\u016fle\u017eit\u00e9 je, krom\u011b pou\u017e\u00edv\u00e1n\u00ed kl\u00ed\u010dov\u00fdch slov, dodr\u017eovat to, aby byl \u010dl\u00e1nek <strong>kvalitn\u00ed<\/strong> a pro z\u00e1kazn\u00edky <strong>u\u017eite\u010dn\u00fd<\/strong>. Pravideln\u00fdm p\u0159id\u00e1v\u00e1n\u00edm \u010dl\u00e1nk\u016f na sv\u00e9 webov\u00e9 str\u00e1nky bude vid\u011bt, \u017ee se o web star\u00e1te a z\u00e1rove\u0148 ho t\u00edm o\u017eiv\u00edte, co\u017e p\u016fsob\u00ed na nov\u00e9 z\u00e1kazn\u00edky v\u017edy pozitivn\u011b.<\/p>\n<h3>PPC reklama<\/h3>\n<p dir=\"ltr\">Dal\u0161\u00edm pom\u011brn\u011b b\u011b\u017en\u00fdm druhem online marketingu je PPC reklama. Jedn\u00e1 se o druh reklamy, u n\u00ed\u017e plat\u00edte za prokliky. Pokud na va\u0161i reklamu nikdo neklikne, tak nic neplat\u00edte. Lze ji um\u00edstit do vyhled\u00e1va\u010d\u016f, na weby ve form\u011b banner\u016f a dnes nej\u010dast\u011bji na soci\u00e1ln\u00ed s\u00edt\u011b mezi p\u0159\u00edsp\u011bvky.<\/p>\n<h3>Soci\u00e1ln\u00ed s\u00edt\u011b<\/h3>\n<p dir=\"ltr\"><a href=\"https:\/\/orangeacademy.cz\/clanky\/tiktok-jak-jej-vyuzit-v-marketingu\/\" target=\"_blank\" rel=\"noopener\">Marketing na soci\u00e1ln\u00edch s\u00edt\u00edch<\/a> funguje s c\u00edlem budovat vztah se z\u00e1kazn\u00edky a pravideln\u011b s nimi komunikovat. Komunikaci lze p\u0159izp\u016fsobit pot\u0159eb\u00e1m va\u0161eho podnik\u00e1n\u00ed a na v\u00fdb\u011br m\u00e1te i celou \u0159adu s\u00edt\u00ed:<\/p>\n<ul>\n<li>\n<p dir=\"ltr\">Facebook,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">Youtube,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\"><a href=\"https:\/\/www.instagram.com\/orange_academy\/\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">Twitter,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">LinkedIn.<\/p>\n<\/li>\n<\/ul>\n<h3>Influence\u0159i<\/h3>\n<p dir=\"ltr\">Nejnov\u011bj\u0161\u00edm n\u00e1strojem online marketingu jsou influence\u0159i. Jedn\u00e1 se o lidi, kte\u0159\u00ed se pohybuj\u00ed pr\u00e1v\u011b na soci\u00e1ln\u00edch s\u00edt\u00edch a maj\u00ed vybudovanou velkou <strong>z\u00e1kladnu fanou\u0161k\u016f a podporovatel\u016f<\/strong>. S jejich pomoc\u00ed m\u016f\u017eete oslovit pr\u00e1v\u011b jejich komunitu, kter\u00e1 se p\u0159ibli\u017euje va\u0161\u00ed c\u00edlov\u00e9 skupin\u011b a pomoc\u00ed spolupr\u00e1ce s influencerem prod\u00e1vat sv\u00e9 v\u00fdrobky a slu\u017eby.<\/p>\n<p dir=\"ltr\">Spolupr\u00e1ci lze zvolit formou finan\u010dn\u00ed odm\u011bny pro influencera, kter\u00fd v\u00e1\u0161 v\u00fdrobek bude <strong>propagovat<\/strong> formou vide\u00ed a fotek, nebo mu m\u016f\u017eete sv\u016fj v\u00fdrobek poskytnou i na vyzkou\u0161en\u00ed a on n\u00e1sledn\u011b v\u00e1\u0161 v\u00fdrobek formou recenze zpropaguje.<\/p>\n<h3>Email marketing<\/h3>\n<p dir=\"ltr\">Dal\u0161\u00edm dobr\u00fdm zp\u016fsobem, jak utu\u017eovat vztahy se z\u00e1kazn\u00edky, je <a href=\"https:\/\/orangeacademy.cz\/clanky\/5-tipu-jak-na-uspesny-emailing-a-co-to-je\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a>. Email marketing je jednoduch\u00fd zp\u016fsob, jak hromadn\u011b oslovit sv\u00e9 st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edky. Do email\u016f zas\u00edl\u00e1te pravideln\u011b newsletter, informace o akc\u00edch \u010di promo nab\u00eddky.\u00a0 Hlavn\u00edm <strong>c\u00edlem je podpora prodeje<\/strong>, kdy z\u00e1kazn\u00edky formou newsletteru upozorn\u00edte na pr\u00e1v\u011b prob\u00edhaj\u00edc\u00ed akci.<\/p>\n<div id=\"attachment_5284\" style=\"width: 940px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5284\" class=\"wp-image-5284 size-large\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/05\/AdobeStock_264738541-930x620.jpeg\" alt=\"Marketing\" width=\"930\" height=\"620\" \/><p id=\"caption-attachment-5284\" class=\"wp-caption-text\">Online a offline marketing jsou n\u00e1stroje \u00fasp\u011b\u0161n\u00e9ho podnik\u00e1n\u00ed.<\/p><\/div>\n<h2>Offline marketing<\/h2>\n<p dir=\"ltr\">Offline marketing je druh komunikace se z\u00e1kazn\u00edky, kter\u00fd prob\u00edh\u00e1 <strong>mimo internet<\/strong>. Pod pojmem offline marketing si lze p\u0159edstavit tyto n\u00e1stroje propagace:<\/p>\n<ul>\n<li>\n<p dir=\"ltr\">Televize, rozhlas,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">billboardy, n\u00e1pisy, plak\u00e1ty,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">\u010dasopisy, noviny, let\u00e1ky,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">konference,<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\">v\u00fdstavy.<\/p>\n<\/li>\n<\/ul>\n<h3>Reklama v televizi<\/h3>\n<p dir=\"ltr\"><a href=\"https:\/\/orangeacademy.cz\/clanky\/reklamni-slepota\/\" target=\"_blank\" rel=\"noopener\">Televizn\u00ed reklama<\/a> st\u00e1le zasahuje velk\u00e9 mno\u017estv\u00ed lid\u00ed, a proto se jedn\u00e1 oproti online marketingu o n\u00e1kladn\u011bj\u0161\u00ed druh propagace. Pokr\u00fdv\u00e1 v\u0161ak velmi \u0161irok\u00e9 publikum a t\u00edm p\u00e1dem m\u00e1 siln\u00fd \u00fa\u010dinek. T\u00edm, \u017ee ji potencion\u00e1ln\u00ed z\u00e1kazn\u00edk vid\u00ed leckdy i n\u011bkolikr\u00e1t denn\u011b, tak se mu zaru\u010den\u011b vryjete do pam\u011bti. Reklamu v televizi lze rozd\u011blit na dal\u0161\u00ed segmenty:<\/p>\n<ul>\n<li>\n<p dir=\"ltr\"><strong>Klasick\u00fd televizn\u00ed spot<\/strong> \u2013 na svoji propagaci m\u00e1te v\u011bt\u0161inou 5 a\u017e 30 vte\u0159in. V kr\u00e1tk\u00e9 verzi jsou spoty zam\u011b\u0159eny na taktick\u00e9 sd\u011blen\u00ed. V p\u0159\u00edpad\u011b del\u0161\u00edho spotu, si lze u\u017e budovat image zna\u010dky, vypr\u00e1v\u011bt p\u0159\u00edb\u011bh a t\u00edm zas\u00e1hnout emoce televizn\u00edho div\u00e1ka.<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\"><strong>TV sponzoring<\/strong> \u2013 propagace je zde omezen\u00e1 10 vte\u0159inami. Jde o dopln\u011bn\u00ed komunikace a spojen\u00ed va\u0161eho v\u00fdrobku s vhodnou t\u00e9matikou se kterou se spot\u0159ebitel ztoto\u017en\u00ed.<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\"><strong>TV Product Placement<\/strong> \u2013 jedn\u00e1 se o nov\u011bj\u0161\u00ed reklamn\u00ed form\u00e1t, jeho\u017e propagace funguje p\u0159\u00edmo v seri\u00e1lu. Mo\u017enost\u00ed je um\u00edst\u011bn\u00ed produktu, loga i slu\u017eby p\u0159\u00edmo do d\u011bje.<\/p>\n<\/li>\n<li>\n<p dir=\"ltr\"><strong>Teleshopping<\/strong> \u2013 jedn\u00e1 se o p\u0159\u00edm\u00fd prodej v\u00fdrobk\u016f.<\/p>\n<\/li>\n<\/ul>\n<h3>Tiskoviny<\/h3>\n<p dir=\"ltr\">Reklama v tisku je velmi specifick\u00fdm druhem reklamy. Svou reklamu m\u016f\u017eete snadno um\u00edstit do konkr\u00e9tn\u00edho druhu \u010dasopisu a zas\u00e1hnout tak svoji c\u00edlovou skupinu. Jedn\u00e1 se o tzv. <strong>lok\u00e1ln\u00ed a z\u00e1jmov\u011b c\u00edlen\u00fd<\/strong> offline marketing. Svou reklamu lze um\u00edstit nejen do novin a \u010dasopis\u016f, ale i formou let\u00e1ku a dal\u0161\u00edch tiskovin na m\u00edsta, kde by se va\u0161i potencion\u00e1ln\u00ed z\u00e1kazn\u00edci mohli pohybovat.<\/p>\n<h3>Event marketing<\/h3>\n<p dir=\"ltr\">Skv\u011bl\u00fdm zp\u016fsobem, jak se zviditelnit jsou v\u00fdstavy, veletrhy \u010di konference. Se sv\u00fdmi z\u00e1kazn\u00edky se m\u00e1te mo\u017enost potkat osobn\u011b a p\u0159edat jim p\u0159esn\u011b ty informace, kter\u00e9 chcete. Na t\u011bchto akc\u00edch je dobr\u00e9 v\u017edy <strong>zaujmout origin\u00e1ln\u00edm st\u00e1nkem<\/strong> se sv\u00fdmi produkty.<\/p>\n<h2>Kter\u00fd marketing zvolit?<\/h2>\n<p dir=\"ltr\">Spr\u00e1vn\u00fdm p\u0159edpokladem pro zvolen\u00ed efektivn\u00edho marketingu je znalost sv\u00e9 c\u00edlov\u00e9 skupiny. Pro osloven\u00ed mlad\u00fdch z\u00e1kazn\u00edk\u016f je dobr\u00e9 zvolit propagaci na internetu a celkov\u011b se sp\u00ed\u0161e dr\u017eet online marketingu. Jestli jsou va\u0161imi z\u00e1kazn\u00edci star\u0161\u00ed lid\u00e9 st\u00e1le je v\u00fdhodn\u011bj\u0161\u00ed c\u00edlit na n\u011b skrz televizn\u00ed obrazovky. V mnoh\u00fdch p\u0159\u00edpadech je v\u0161ak nejlep\u0161\u00ed <strong>zvolit si kombinaci<\/strong> online i offline marketingu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing je v dne\u0161n\u00ed dob\u011b velmi d\u016fle\u017eit\u00fd n\u00e1stroj \u00fasp\u011b\u0161n\u00e9ho podnik\u00e1n\u00ed. Jednodu\u0161e \u0159e\u010deno, abyste prod\u00e1vali sv\u00e9 v\u00fdrobky nebo slu\u017eby, mus\u00edte b\u00fdt vid\u011bt, sly\u0161et a mus\u00ed se o v\u00e1s mluvit. Online nebo offline marketing? Nejl\u00e9pe v obou verz\u00edch z\u00e1rove\u0148. Jak\u00fd je mezi nimi rozd\u00edl, a kter\u00fd druh marketingu zvolit pro va\u0161e podnik\u00e1n\u00ed, se dozv\u00edte v n\u00e1sleduj\u00edc\u00edch \u0159\u00e1dc\u00edch. [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":5283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[319,65,66,54],"class_list":["post-5276","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-email","tag-marketing","tag-online-marketing","tag-podnikani"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Online a offline marketing \u2013 Kter\u00fd je efektivn\u011bj\u0161\u00ed pro va\u0161i spole\u010dnost?<\/title>\n<meta name=\"description\" content=\"Marketing je v dne\u0161n\u00ed dob\u011b velmi d\u016fle\u017eit\u00fd n\u00e1stroj \u00fasp\u011b\u0161n\u00e9ho podnik\u00e1n\u00ed. D\u011bl\u00edme ho na online a offline marketing. Jak\u00e9 jsou rozd\u00edly?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/orangeacademy.cz\/clanky\/online-a-offline-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Online a offline marketing \u2013 Kter\u00fd je efektivn\u011bj\u0161\u00ed pro va\u0161i spole\u010dnost?\" \/>\n<meta property=\"og:description\" content=\"Marketing je v dne\u0161n\u00ed dob\u011b velmi d\u016fle\u017eit\u00fd n\u00e1stroj \u00fasp\u011b\u0161n\u00e9ho podnik\u00e1n\u00ed. D\u011bl\u00edme ho na online a offline marketing. 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