{"id":695,"date":"2019-09-12T07:58:35","date_gmt":"2019-09-12T05:58:35","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=695"},"modified":"2020-02-05T11:10:29","modified_gmt":"2020-02-05T10:10:29","slug":"komunikacni-mix","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/komunikacni-mix\/","title":{"rendered":"Komunika\u010dn\u00ed mix a pro\u010d bez n\u011bj nejde d\u011blat marketing"},"content":{"rendered":"<p>Pt\u00e1te se, k \u010demu slou\u017e\u00ed komunika\u010dn\u00ed mix a pro\u010d bez n\u011bj nejde d\u011blat marketing? Podnik\u00e1te-li, m\u011bli byste v\u011bd\u011bt, \u017ee d\u00edky n\u011bmu m\u016f\u017eete z\u00edsk\u00e1vat nov\u00e9 z\u00e1kazn\u00edky, udr\u017eovat vztahy se st\u00e1vaj\u00edc\u00edmi a <strong>dosahovat marketingov\u00fdch c\u00edl\u016f.<\/strong> Pod\u00edvejte se, o jak\u00e9 n\u00e1stroje se jedn\u00e1 a kdy kter\u00fd pou\u017e\u00edt.<\/p>\n<h2>Co je to komunika\u010dn\u00ed mix?<\/h2>\n<p>Komunika\u010dn\u00ed mix je soubor prost\u0159edk\u016f, skrze kter\u00e9 firma komunikuje relevantn\u00ed informace st\u00e1vaj\u00edc\u00edm i potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm a sna\u017e\u00ed se je t\u00edmto zp\u016fsobem z\u00edskat. Z\u00e1sadn\u00ed je pro ni <strong>zvolit spr\u00e1vn\u00e9 n\u00e1stroje.<\/strong> Pomoc\u00ed nich pak dosahuje sv\u00fdch c\u00edl\u016f:<\/p>\n<ul>\n<li>nab\u00edz\u00ed zaj\u00edmav\u00fd produkt\/slu\u017ebu a informace s n\u00edm spojen\u00e9,<\/li>\n<li>je vid\u011bt,<\/li>\n<li>navazuje vztahy se z\u00e1kazn\u00edky,<\/li>\n<li>buduje si jejich d\u016fv\u011bru,<\/li>\n<li>vzbuzuje u nich z\u00e1jem,<\/li>\n<li>p\u0159iv\u00e1d\u00ed je ke koupi,<\/li>\n<li>opakovan\u011b buduje vztahy a d\u016fv\u011bru,<\/li>\n<li>opakovan\u011b p\u0159iv\u00e1d\u00ed ke koupi.<\/li>\n<\/ul>\n<blockquote><p>Chcete se nau\u010dit o marketingu v\u00edce? Zkuste n\u00e1\u0161 <a href=\"https:\/\/orangeacademy.cz\/kurzy-ucetnictvi\/rekvalifikacni-kurz-online-marketing\">kurz online marketingu<\/a>.<\/p><\/blockquote>\n<h3>N\u00e1stroje komunika\u010dn\u00edho mixu<\/h3>\n<p>A jak zvolit spr\u00e1vn\u00e9 n\u00e1stroje komunika\u010dn\u00edho mixu? P\u0159edev\u0161\u00edm <strong>vych\u00e1zejte ze segmentace trhu.<\/strong> Mus\u00edte v\u011bd\u011bt, komu prod\u00e1v\u00e1te a co va\u0161e c\u00edlov\u00e1 skupina po\u017eaduje. Z\u00e1kazn\u00edky si m\u016f\u017eete rozd\u011blit nap\u0159\u00edklad podle:<\/p>\n<ul>\n<li>m\u011bst, ve kter\u00fdch se pohybuj\u00ed,<\/li>\n<li>pohlav\u00ed, v\u011bku, vzd\u011bl\u00e1n\u00ed a dal\u0161\u00edch demografick\u00fdch faktor\u016f,<\/li>\n<li>velikosti objedn\u00e1vek,<\/li>\n<li>typu (firma, kone\u010dn\u00fd spot\u0159ebitel)<\/li>\n<li>a dal\u0161\u00edch faktor\u016f.<\/li>\n<\/ul>\n<p>Pozor!<\/p>\n<p>Jednotliv\u00e9 skupiny z\u00e1kazn\u00edk\u016f by se m\u011bly:<\/p>\n<ul>\n<li>od sebe dostate\u010dn\u011b odli\u0161ovat,<\/li>\n<li>b\u00fdt dostupn\u00e9 pro komunika\u010dn\u00ed mix,<\/li>\n<li>b\u00fdt dostate\u010dn\u011b velk\u00e9 kv\u016fli n\u00e1vratnosti investice do komunikace,<\/li>\n<li>b\u00fdt m\u011b\u0159iteln\u00e9,<\/li>\n<li>ziskov\u00e9.<\/li>\n<\/ul>\n<p>Pokud m\u00e1te v\u00fd\u0161e uv\u00e1d\u011bn\u00e9 informace, m\u016f\u017eete za\u010d\u00edt s v\u00fdb\u011brem n\u00e1stroj\u016f marketingov\u00e9ho komunika\u010dn\u00edho mixu. Zd\u00e1 se to jednoduch\u00e9, ale nen\u00ed. Proto marketingov\u00fd specialist\u00e9 pat\u0159\u00ed k <a href=\"https:\/\/orangeacademy.cz\/clanky\/nejlepe-placene-profese-kdo-bere-200-000-kc\/\">nejl\u00e9pe placen\u00fdm profes\u00edm<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-707\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2019\/08\/komunikacni_mix_2.jpeg\" alt=\"komunika\u010dn\u00ed mix n\u00e1stroje\" width=\"1920\" height=\"1280\" srcset=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2019\/08\/komunikacni_mix_2.jpeg 1920w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2019\/08\/komunikacni_mix_2-306x204.jpeg 306w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2019\/08\/komunikacni_mix_2-460x307.jpeg 460w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2019\/08\/komunikacni_mix_2-768x512.jpeg 768w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2019\/08\/komunikacni_mix_2-930x620.jpeg 930w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2019\/08\/komunikacni_mix_2-1080x720.jpeg 1080w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<h4>Reklama<\/h4>\n<p>Reklamy vyu\u017eijete, jestli\u017ee vlastn\u00edte velkou firmu a m\u016f\u017eete si dovolit investovat vysok\u00e9 \u010d\u00e1stky. Existuje v offline i online podob\u011b. Offline reklamou je my\u0161lena nap\u0159\u00edklad inzerce v novin\u00e1ch, televizn\u00ed a rozhlasov\u00e9 spoty nebo ti\u0161t\u011bn\u00e9 prost\u0159edky (let\u00e1ky, bro\u017eury). Mezi n\u00e1stroje online reklamy pat\u0159\u00ed bannery, z\u00e1pisy do katalog\u016f nebo webov\u00e9 str\u00e1nky.<\/p>\n<h4>Podpora prodeje<\/h4>\n<p>Pokud chcete pos\u00edlit prodeje, m\u016f\u017eete vyu\u017e\u00edt sout\u011b\u017e\u00ed, slev, v\u011brnostn\u00edch program\u016f, v\u00fdstav \u010di akc\u00ed (ochutn\u00e1vek, p\u0159edv\u00e1d\u011b\u010dek). Tyto aktivity se hod\u00ed v p\u0159\u00edpad\u011b, kdy zav\u00e1d\u00edte nov\u00fd produkt na trh nebo pl\u00e1nujete sezonn\u00ed v\u00fdprodeje. Objem prodeje mohou <strong>zv\u00fd\u0161it a\u017e o des\u00edtky procent,<\/strong> nicm\u00e9n\u011b v\u011bt\u0161inou v\u00e1m nep\u0159ivedou st\u00e1l\u00e9 z\u00e1kazn\u00edky.<\/p>\n<h4>Vztahy s ve\u0159ejnost\u00ed<\/h4>\n<p>Neboli tzv. PR (public relations) je <strong>nejd\u016fv\u011bryhodn\u011bj\u0161\u00edm n\u00e1strojem<\/strong> komunika\u010dn\u00edho mixu. D\u00edky n\u011bmu vybudujete dobr\u00e9 jm\u00e9no va\u0161\u00ed spole\u010dnosti. Pod PR pat\u0159\u00ed psan\u00ed tiskov\u00fdch zpr\u00e1v pro relevantn\u00ed periodika, sponzoring, budov\u00e1n\u00ed firemn\u00ed identity a p\u0159edev\u0161\u00edm pod\u00edlen\u00ed se na projektech soci\u00e1ln\u00ed odpov\u011bdnosti (ekologii, pomoci handicapovan\u00fdm apod.).<\/p>\n<h4>Osobn\u00ed prodej<\/h4>\n<p>Mezi formy osobn\u00edho prodeje lze za\u0159adit akvizici nov\u00fdch z\u00e1kazn\u00edk\u016f, budov\u00e1n\u00ed vztah\u016f se sou\u010dasn\u00fdmi nebo pr\u00e1ci s datab\u00e1zemi. V p\u0159\u00edpad\u011b osobn\u00edho prodeje mus\u00edte po\u010d\u00edtat s vysok\u00fdmi n\u00e1klady spojen\u00fdmi s prac\u00ed obchodn\u00edka. V\u00fdsledkem v\u0161ak m\u016f\u017ee b\u00fdt <strong>vysok\u00e1 m\u00edra uzav\u0159en\u00fdch obchod\u016f,<\/strong> jestli\u017ee m\u00e1te schopn\u00e9 businessmany. V\u00fdhodou je i v\u011bt\u0161\u00ed \u0161ance na z\u00edsk\u00e1n\u00ed zp\u011btn\u00e9 vazby od klient\u016f.<\/p>\n<h4>P\u0159\u00edm\u00fd marketing<\/h4>\n<p>P\u0159\u00edm\u00fd marketing p\u0159edstavuje p\u0159\u00edmou komunikaci se z\u00e1kazn\u00edky. A\u0165 u\u017e v online \u010di offline podob\u011b. V dne\u0161n\u00ed dob\u011b jsou p\u0159ev\u00e1\u017en\u011b n\u011bkter\u00e9 online formy <strong>velmi roz\u0161\u00ed\u0159en\u00e9 a obl\u00edben\u00e9.<\/strong> Pokud m\u00e1te vybudovanou kvalitn\u00ed datab\u00e1zi kontakt\u016f, m\u016f\u017eete za\u010d\u00edt masov\u00fd a efektivn\u00ed prodejn\u00ed proces s potenci\u00e1ln\u00edmi, ale i st\u00e1vaj\u00edc\u00edmi z\u00e1kazn\u00edky.<\/p>\n<p>V online podob\u011b m\u016f\u017eete vyu\u017e\u00edvat e-mail marketingu, online chatu a webin\u00e1\u0159\u016f.<\/p>\n<h4>Buzzmarketing<\/h4>\n<p>Zaj\u00edmaj\u00ed-li v\u00e1s nov\u00e9 a modern\u00ed n\u00e1stroje komunika\u010dn\u00edho mixu na internetu, zkuste buzzmarketing. Pravdou je, \u017ee ho pou\u017e\u00edvaj\u00ed sp\u00ed\u0161e velk\u00e9 zna\u010dky, ale poda\u0159\u00ed-li se v\u00e1m nato\u010dit a sest\u0159\u00edhat <strong>spont\u00e1nn\u00ed smyslupln\u00e9 video,<\/strong> m\u016f\u017eete m\u00edt i vy velk\u00fd \u00fasp\u011bch. Video by m\u011blo vyvolat rozruch mezi lidmi.<\/p>\n<p>Pod buzzmarketing spad\u00e1 tzv. vir\u00e1l, word of mouth a guerilla marketing. Vir\u00e1lem se rozum\u00ed va\u0161e sd\u011blen\u00ed (text, video, obr\u00e1zky a jin\u00fd obsah) sd\u00edlen\u00e9 na soci\u00e1ln\u00edch s\u00edt\u00edch nebo e-mailem. Word of mouth znamen\u00e1 \u00fastn\u00ed \u0161\u00ed\u0159en\u00ed informac\u00ed o va\u0161em produktu mezi z\u00e1kazn\u00edky. M\u016f\u017ee b\u00fdt pozitivn\u00ed i negativn\u00ed. A nakonec guerilla je forma marketingu, jej\u00edm\u017e c\u00edlem je \u0161okovat a dos\u00e1hnout s minimem n\u00e1klad\u016f maxim\u00e1ln\u00edho v\u00fdsledku.<\/p>\n<h4>Content marketing<\/h4>\n<p>Content marketing spo\u010d\u00edv\u00e1 v <strong>tvorb\u011b zaj\u00edmav\u00e9ho a u\u017eite\u010dn\u00e9ho obsahu<\/strong> pro st\u00e1vaj\u00edc\u00ed i potenci\u00e1ln\u00ed z\u00e1kazn\u00edky. Vytv\u00e1\u0159en\u00fd a \u0161\u00ed\u0159en\u00fd obsah m\u00e1 postupn\u011b p\u0159iv\u00e9st nov\u00e9 n\u00e1v\u0161t\u011bvn\u00edky na web, ze kter\u00fdch se pozd\u011bji stanou nakupuj\u00edc\u00ed. Jeho nev\u00fdhodou je dlouhodobost a nutnost vytrval\u00e9 pr\u00e1ce. V\u00fdsledky m\u016f\u017eete o\u010dek\u00e1vat nejd\u0159\u00edve po roce.<\/p>\n<p>V \u010dl\u00e1nku jsme v\u00e1m p\u0159edstavili z\u00e1kladn\u00ed p\u0159ehled n\u00e1stroj\u016f komunika\u010dn\u00edho mixu. Nicm\u00e9n\u011b <strong>zaj\u00edm\u00e1te-li se o marketing v\u00edce do hloubky<\/strong> a chcete se dozv\u011bd\u011bt dal\u0161\u00ed informace o slo\u017ek\u00e1ch komunika\u010dn\u00edho mixu, ale i jin\u00fdch t\u00e9matech, <a href=\"https:\/\/orangeacademy.cz\/kurzy-ucetnictvi\/rekvalifikacni-kurz-online-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">p\u0159ihlaste se na kurz Orange Academy<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pt\u00e1te se, k \u010demu slou\u017e\u00ed komunika\u010dn\u00ed mix a pro\u010d bez n\u011bj nejde d\u011blat marketing? Podnik\u00e1te-li, m\u011bli byste v\u011bd\u011bt, \u017ee d\u00edky n\u011bmu m\u016f\u017eete z\u00edsk\u00e1vat nov\u00e9 z\u00e1kazn\u00edky, udr\u017eovat vztahy se st\u00e1vaj\u00edc\u00edmi a dosahovat marketingov\u00fdch c\u00edl\u016f. Pod\u00edvejte se, o jak\u00e9 n\u00e1stroje se jedn\u00e1 a kdy kter\u00fd pou\u017e\u00edt. Co je to komunika\u010dn\u00ed mix? Komunika\u010dn\u00ed mix je soubor prost\u0159edk\u016f, skrze [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":706,"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":[165,9],"tags":[67,65,66,54],"class_list":["post-695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavani","tag-komunikacni-mix","tag-marketing","tag-online-marketing","tag-podnikani"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Komunika\u010dn\u00ed mix a pro\u010d bez n\u011bj nejde d\u011blat marketing<\/title>\n<meta name=\"description\" content=\"D\u00edky n\u00e1stroj\u016fm komunika\u010dn\u00edho mixu m\u016f\u017eete z\u00edsk\u00e1vat nov\u00e9 z\u00e1kazn\u00edky a dosahovat marketingov\u00fdch c\u00edl\u016f. 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