{"id":255,"date":"2017-05-23T19:15:39","date_gmt":"2017-05-23T18:15:39","guid":{"rendered":"http:\/\/www.imenik-podjetij.com\/nasveti\/?p=255"},"modified":"2017-05-23T20:18:44","modified_gmt":"2017-05-23T19:18:44","slug":"kaj-narediti-ko-tradicionalnemu-marketingu-ne-uspe","status":"publish","type":"post","link":"https:\/\/www.imenik-podjetij.com\/nasveti\/kaj-narediti-ko-tradicionalnemu-marketingu-ne-uspe\/","title":{"rendered":"Kaj narediti, ko tradicionalnemu marketingu ne uspe?"},"content":{"rendered":"<p>\u017de nekaj \u010dasa postaja bole\u010de o\u010ditno, da tradicionalni marketing iz minute v minuto postaja vse <strong>manj u\u010dinkovit<\/strong>. Na\u0161i mo\u017egani v poplavi domiselnih in malo manj domiselnih pristopov namre\u010d postajajo bolj in bolj izurjeni v selekcioniranju nam uporabnih vsebin od neuporabnih. Zaradi prenasi\u010denosti trga s hrupnimi in kri\u010de\u010dimi oglasi, ki \u010dedalje pogosteje izgubljajo bitko z namenom svojega obstoja, se je razvil iznajdljiv vsebinski marketing.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-256\" src=\"http:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2017\/05\/digitalni-marketing.jpg\" alt=\"\" width=\"585\" height=\"244\" srcset=\"https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2017\/05\/digitalni-marketing.jpg 585w, https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2017\/05\/digitalni-marketing-300x125.jpg 300w\" sizes=\"auto, (max-width: 585px) 100vw, 585px\" \/><\/p>\n<h2>Marketing z vsebino<\/h2>\n<p>Zna\u010dilnost tovrstnega vsebinskega marketinga je, da predvidevamo zanimanja ciljne publike in ji nato ponudimo kakovostne (po mo\u017enosti brezpla\u010dne vsebine), ki pritegnejo in usmerijo stranke k na\u0161emu izdelku ali ponudbi. Pomembna je torej vsebina, ki je sanjski stranki pomembna in vodi do \u017eelene vnaprej predvidene akcije. Primer tovrstne akcije bi lahko bil, da se stranke vpi\u0161ejo na mailing listo. Tip vsebine je blizu temu, kar \u017eelimo prodati, in te\u017ei k vzpostavljanju zaupnega odnosa s stranko. Namen in prednosti vsebinskega marketinga so pove\u010dana prodaja, zmanj\u0161anje stro\u0161kov in zveste stranke. V raziskavi podjetja GfK je 80% ljudi potrdilo, da raje dobijo informacije iz \u010dlanka kot iz oglasa, 70% ljudi se zaradi vsebinskega marketinga po\u010duti bli\u017eje blagovni znamki, kar 60% pa trdi, da jim kakovostna vsebina olaj\u0161a nakupne odlo\u010ditve. Vsebinski marketing uporablja ve\u010d kot 86% poslovnega sveta, a efektivno zastavljenega ni tako lahko najti.<\/p>\n<h2>Nagrajevanje kakovostnih vsebin<\/h2>\n<p>Zaradi tega razloga se iskalnik Google ter dru\u017eabna omre\u017eja spreminjajo v smeri ocenjevanja in nagrajevanja dobrih vsebin. Z vsako spremembo algoritmov so predvidene dodatne spremembe, ki slabe vsebine potisnijo v ozadje, dobre pa nagradijo. Kako bi se po\u010dutili, \u010de bi se stranke veselile va\u0161ega marketin\u0161kega sporo\u010dila? Kaj \u010de bi ga skrbno in z zanimanjem pregledale in ga nato delile s svojimi prijatelji? Sanjsko, kajneda? <strong>Da bi va\u0161a vsebina postala opazna, mora pritegniti pozornost z najbolj\u0161im odgovorom na vpra\u0161anja uporabnika.<\/strong><\/p>\n<h2>Mo\u010d pripovedovanja zgodb<\/h2>\n<p>Na\u0161e pozornosti ne pritegne ni\u010d bolj kot <strong>dobro povedana zgodba<\/strong>, kar je tudi klju\u010d do uspeha v vsebinskem marketingu. Spomnimo se samo filma Top Gun iz leta 1986, ki je med zvezde izstrelil mladega Tom Cruisa. Film govori o urjenju elitnih ameri\u0161kih letalskih lovcev v sklopu programa Top Gun. Ko je pri\u0161el film v kina, se je prodaja Ray-Ban o\u010dal, ki jih je v filmu nosil Cruisov lik Maverick, pove\u010dala za kar 40%. Film pa je bil tudi odli\u010dno orodje za nova\u010denje ameri\u0161ke mladine v voja\u0161ke vrste, saj je zanimanje za poklic voja\u0161kega pilota posko\u010dila za kar 500%. Ni\u010d v v filmu ni napeljevalo na nakup izdelka ali na nova\u010denje za poklic pilota, a je dosegel svoj cilj.<\/p>\n<p>Kaj se lahko nau\u010dimo iz tega primera? <strong>Ni\u010d v vsebinskem marketingu ne sme biti preve\u010d o\u010ditno.<\/strong> Ko je uporabljen inteligentno, ga va\u0161e stranke sploh ne bodo opazile, a bodo izdelek ali storitev vseeno \u017eelele kupiti.<\/p>\n\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-left kksr-valign-bottom\"\n    data-payload='{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;255&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;bottom&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;1&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;5&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Oceni prispevek&quot;,&quot;legend&quot;:&quot;5\\\/5 - (1 vote)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;title&quot;:&quot;Kaj narediti, ko tradicionalnemu marketingu ne uspe?&quot;,&quot;width&quot;:&quot;142.5&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} {votes})&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 142.5px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 19.2px;\">\n            5\/5 - (1 vote)    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u017de nekaj \u010dasa postaja bole\u010de o\u010ditno, da tradicionalni marketing iz minute v minuto postaja vse manj u\u010dinkovit. Na\u0161i mo\u017egani v poplavi domiselnih in malo manj domiselnih pristopov namre\u010d postajajo bolj in bolj izurjeni v selekcioniranju nam uporabnih vsebin od neuporabnih.<\/p>\n","protected":false},"author":5,"featured_media":256,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-255","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uspesne-marketinske-prakse"],"yoast_head":"<title>Kaj narediti, ko tradicionalnemu marketingu ne uspe?<\/title>\n<meta name=\"description\" content=\"\u017de nekaj \u010dasa postaja bole\u010de o\u010ditno, da tradicionalni marketing iz minute v minuto postaja vse manj u\u010dinkovit. 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