{"id":398960,"date":"2019-05-23T10:37:43","date_gmt":"2019-05-23T08:37:43","guid":{"rendered":"http:\/\/hudo.com\/si\/?p=398960"},"modified":"2019-05-23T10:37:43","modified_gmt":"2019-05-23T08:37:43","slug":"ljubezni-se-sicer-ne-da-kupiti-z-denarjem-trzniki-poznajo-drug-nacin-kako-potrosnikom-zlesti-pod-kozo","status":"publish","type":"post","link":"https:\/\/hudo.com\/si\/aktualno\/mnenja\/ljubezni-se-sicer-ne-da-kupiti-z-denarjem-trzniki-poznajo-drug-nacin-kako-potrosnikom-zlesti-pod-kozo\/","title":{"rendered":"Ljubezni se sicer ne da kupiti z denarjem, a tr\u017eniki poznajo drug na\u010din, kako potro\u0161nikom zlesti pod ko\u017eo"},"content":{"rendered":"

Za to, da bi potro\u0161niki dejansko (vz)ljubili va\u0161o znamko, so potrebne precej globje in bolj kompleksne povezave, kot pri ‘v\u0161e\u010dnosti’. A ko (in \u010de) vam\u00a0uspe postati ljubljen, so koristi dolgoro\u010dno neprimerljivo ve\u010dje kot pri \u0161e tako uspe\u0161ni lead generation<\/em> kampanji.<\/p>\n

Zakaj? Ker je verjetnost, da bodo ljudje svojim bli\u017enjim priporo\u010dili znamko (oz. izdelek ali storitev), ki jo ljubijo, zelo velika. Tak\u0161ne promocije pa se ne da kupiti. Kako torej postati ljubljen?<\/p>\n

Ljubezen do znamke<\/h2>\n

Kaj je klju\u010den razlog za to, da se v nekoga zaljubimo? Recimo to, da se z njim ujemamo, da imamo veliko skupnega, da razume na\u0161e potrebe in \u017eelje, da nam zna ustre\u010di. Da smo si podobni po zna\u010daju in vrednotah.\u00a0 No, v \u017eivljenju nas s tak\u0161no osebo lahko\u00a0zdru\u017ei le usoda, v marketingu pa se\u00a0tak\u0161no povezanost lahko dose\u017ee zgolj s personalizacijo.<\/p>\n

Prodajalci pa se tega najpogosteje lotijo s tremi personalizacijskimi strategijami:<\/p>\n

1. KUPCEV NE MECITE V KO\u0160E IN PREDAL\u010cKE, TEMVE\u010c JIH OBRAVNAVAJTE KOT POSAMEZNIKE <\/strong><\/h4>\n

Ne pozabite, da je vsak potro\u0161nik edinstven in kompleksen.\u00a0Ljudje danes pri\u010dakujejo, da jih podjetja obravnavajo kot posameznike in ne kot dele neke homogene skupine oz. segmenta (‘milenijci’, ‘mlade mamice’, ‘mo\u0161ki srednjih let’). Nagovarjanje generi\u010dnih in posplo\u0161enih segmentov vodi v generi\u010dne, brezosebne odnose, iz katerih se bo te\u017eko razvila ljubezen. Zato poskrbite, da boste lahko posameznega kupca prepoznali in ustrezno\u00a0nagovarjali porazli\u010dnih kanalih – to pa je mogo\u010de le, \u010de zbirate prave podatke. Pri tem vam lahko pomagajo sistemi za podatke o potro\u0161nikih, kot je BehaviourExchange<\/a>.<\/p>\n

2.\u00a0NAGOVORITE POTRO\u0160NIKA TAM, KJER TO \u017dELI\u00a0(PRAVI KANAL)<\/strong><\/h4>\n

Potro\u0161niki so zelo navezani na svoje komunikacijske naprave, a slediti jim na vseh mo\u017enih kanalih ni ravno enostavno. To, kateri kanal je najbolj primeren za tr\u017eno komunikacijo, je odvisno od posameznika in drugih dejavnikov, kot je vrsta sporo\u010dila, demografske lastnosti ciljnega potro\u0161nika ter od inspecifi\u010dnih posebnosti trga.<\/p>\n

Da bi la\u017eje\u00a0izbirali prave kanale ob pravem trenutku, je treba upo\u0161tevati tako dolgoro\u010dne podatke o rabi naprave (pametni telefon, ra\u010dunalnik…), kot podatke o vedenju spletnega obiskovalca v \u017eivo (real time). Le tako lahko izberemo pravi trenutek in pravo sti\u010dno to\u010dko (customer touch point) s kupcem.<\/p>\n

3. V PRAVEM TRENUTKU KUPCU POKA\u017dITE, DA IMATE TO, KAR I\u0160\u010cE (PRAVA PONUDBA OB PRAVEM \u010cASU)<\/strong><\/p>\n

\n

Potro\u0161niki imajo radi personalizirane ponudbe, ki ka\u017eejo na to, da je znamki\/podjetju mar zanje, da jih poznajo in jim \u017eelijo ustre\u010di. V poplavi oglasov in ponudb se kupci danes odlo\u010dajo predvsem za tiste prodajalce, ki poznajo njihove potrebe, \u017eivljenjske razmere in okus.\u00a0\u010ce je ponudba dovolj personalizirana v smislu pravega izdelka, ustrezanja kup\u010devemu okusu in ob pravem trenutku na pravem kanalu, je zelo velika celo verjetnost, da bo kupec kupil izdelek, ki ga sploh ni nameraval kupiti.<\/p>\n

Da bi lahko prikazovali tovrstne personalizirane ponudbe velikemu \u0161tevilu kupcev, potrebujemo kombinacijo real-time podatkov o potro\u0161nikih in sposobno umetno inteligenco (AI). Ta bo na podlagi predhodnega poznavanja potro\u0161nika (profil), njegovega specifi\u010dnega vedenja v \u017eivo, statisti\u010dnih izra\u010dunov, izdelkov na njegovem seznamu \u017eelja, \u017ee kupljenih izdelkov ipd. lahko\u00a0predvidela pravo ponudbo in jo prikazala v pravem trenutku na pravem mestu.<\/p>\n

To so le tri strategije personalizacije, ki jih imajo potro\u0161niki radi. Njihov skupni imenovalec je zbiranje in uporaba pravih podatkov ter njihovo povezovanje preko razli\u010dnih sti\u010dnih to\u010dk in kanalov. Za konec pa ne pozabimo, da je kup\u010devo ljubezen te\u017eko zaslu\u017eiti, zelo hitro pa se jo da izgubiti, zato si ne privo\u0161\u010dimo napak in poskrbimo za doslednost in ustrezno podporo v primeru te\u017eav.<\/p>\n

Preverite, kako\u00a0lahko BehaviourExchange va\u0161i znamki pomaga najti ljubezen kupcev!<\/a><\/h3>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Naklonjenost javnosti in veliko \u0161tevilo sledilcev na dru\u017ebenih omre\u017ejih sta za blagovne znamke danes zelo pomembna, \u0161e bolj za\u017eelena pa je LJUBEZEN do znamke, ki pa se je, za razliko od v\u0161e\u010dkov, ne da kupiti z denarjem. Kaj lahko podjetje torej stori, da bi bilo ljubljeno?<\/p>\n","protected":false},"author":13,"featured_media":399084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1605],"tags":[10212,1595,12208],"source":[4511],"supertag":[],"acf":[],"yoast_head":"\nLjubezni se sicer ne da kupiti z denarjem, a tr\u017eniki poznajo drug na\u010din, kako potro\u0161nikom zlesti pod ko\u017eo - Hudo Slovenija<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hudo.com\/si\/aktualno\/mnenja\/ljubezni-se-sicer-ne-da-kupiti-z-denarjem-trzniki-poznajo-drug-nacin-kako-potrosnikom-zlesti-pod-kozo\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ljubezni se sicer ne da kupiti z denarjem, a tr\u017eniki poznajo drug na\u010din, kako potro\u0161nikom zlesti pod ko\u017eo - Hudo Slovenija\" \/>\n<meta property=\"og:description\" content=\"Naklonjenost javnosti in veliko \u0161tevilo sledilcev na dru\u017ebenih omre\u017ejih sta za blagovne znamke danes zelo pomembna, \u0161e bolj za\u017eelena pa je LJUBEZEN do znamke, ki pa se je, za razliko od v\u0161e\u010dkov, ne da kupiti z denarjem. 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