{"id":214,"date":"2023-05-05T10:40:01","date_gmt":"2023-05-05T10:40:01","guid":{"rendered":"https:\/\/stage.omg.com\/czech-republic\/mark-holden-znacky-ziskavaji-podil-pomaleji-je-treba-zmenit-mysleni\/"},"modified":"2023-05-05T10:40:01","modified_gmt":"2023-05-05T10:40:01","slug":"mark-holden-znacky-ziskavaji-podil-pomaleji-je-treba-zmenit-mysleni","status":"publish","type":"post","link":"https:\/\/omnicommedia.com\/czech-republic\/mark-holden-znacky-ziskavaji-podil-pomaleji-je-treba-zmenit-mysleni\/","title":{"rendered":"Mark Holden: Zna\u010dky z\u00edsk\u00e1vaj\u00ed pod\u00edl pomaleji, je t\u0159eba zm\u011bnit my\u0161len\u00ed"},"content":{"rendered":"

[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]P\u0159esto\u017ee technologick\u00fd v\u00fdvoj p\u0159inesl \u0159adu mo\u017enost\u00ed pro marketing, market\u00e9\u0159i jich nedok\u00e1zali pln\u011b vyu\u017e\u00edt. D\u016fvody spat\u0159uje Mark Holden v jednotlivc\u00edch a navrhuje zm\u011bnu my\u0161len\u00ed.<\/strong><\/p>\n

Datov\u00fd a technologick\u00fd pokrok radik\u00e1ln\u011b prom\u011bnil sv\u011bt marketingov\u00e9 komunikace a zm\u011bnil zp\u016fsob, jak\u00fdm lid\u00e9 konzumuj\u00ed m\u00e9dia. Zm\u011bnil ale i o\u010dek\u00e1v\u00e1n\u00ed spot\u0159ebitel\u016f, a dokonce i to, jak market\u00e9\u0159i spolupracuj\u00ed. Technologick\u00e9 mo\u017enosti a nov\u00e9 n\u00e1stroje, kter\u00e9 v\u00fdvoj p\u0159inesl, ale nebyly dosud zcela dob\u0159e vyu\u017eity. Na vin\u011b p\u0159itom nejsou\u00a0technologie<\/strong>, ale sp\u00ed\u0161 jednotlivci a jejich sm\u00fd\u0161len\u00ed, \u0159ekl\u00a0Mark Holden<\/strong>, glob\u00e1ln\u00ed strat\u00e9g s\u00edt\u011b agentur\u00a0PHD<\/strong>. Holden byl dal\u0161\u00ed ze sv\u011btov\u00fdch osobnost\u00ed na setk\u00e1n\u00ed\u00a0OmniConnect<\/strong><\/a>, kter\u00e9 se konalo minul\u00fd t\u00fdden v Praze.<\/p>\n

Mark Holden mluvil konkr\u00e9tn\u011b o obdob\u00ed let 2007 a\u017e 2022, kter\u00e9 p\u0159ineslo hlubok\u00e9 zm\u011bny v\u00a0marketingov\u00e9 a medi\u00e1ln\u00ed komunikaci. Za\u010d\u00e1tek tohoto obdob\u00ed vymezil uveden\u00edm prvn\u00edho\u00a0iPhonu<\/strong>\u00a0na trh, co\u017e odstartovalo \u201erevoluci obrazovek\u201c. Odrazila se v prom\u011bn\u011b medi\u00e1ln\u00ed konzumace a v dopadu na tradi\u010dn\u00ed m\u00e9dia, p\u0159edev\u0161\u00edm vydavatele tisku, jejich\u017e obchodn\u00ed model se ocitl pod tlakem n\u00e1stupu digit\u00e1ln\u00edch a soci\u00e1ln\u00edch m\u00e9di\u00ed. Znamenal ale i postupn\u00fd r\u016fst a p\u0159esun ke\u00a0streamingu<\/strong>\u00a0od line\u00e1rn\u00ed TV. \u00a0A tak\u00e9 vedl k n\u00e1r\u016fstu\u00a0audia<\/strong>\u00a0na \u010dele s podcasty jako\u017eto \u201enov\u00e9ho r\u00e1dia\u201c a k etablov\u00e1n\u00ed s\u00edt\u00ed\u00a0retailov\u00fdch m\u00e9di\u00ed<\/strong>. Zat\u00edmco ale konzumace tradi\u010dn\u00edch kan\u00e1l\u016f klesala, medi\u00e1ln\u00ed ceny (vyj\u00e1d\u0159en\u00e9 ukazatelem\u00a0CPM<\/strong>) rostly, podotkl d\u00e1le Holden.<\/p>\n

Rozmach iPhonu jako\u017eto prototypu nov\u00e9ho komunika\u010dn\u00edho paradigmatu citeln\u011b ovlivnil i\u00a0marketing<\/strong>. P\u0159inesl nov\u00e9 mo\u017enosti, n\u00e1stroje a form\u00e1ty, a to na poli soci\u00e1ln\u00edch m\u00e9di\u00ed, streamingu, dat nebo e-commerce (promovan\u00e9 posty, stories nebo live streamingy, behavior\u00e1ln\u00ed data, semantick\u00e1 data, look-a-like modelov\u00e1n\u00ed, instream video, p\u0159esko\u010diteln\u00e9 video, e-commerce platformy a dal\u0161\u00ed). Dobrou zpr\u00e1vou podle Holdena je, \u017ee pomohly k celkov\u00e9mu zvy\u0161ov\u00e1n\u00ed ROI (n\u00e1vratnosti investic), v\u00fdnos\u016f a zisk\u016f. \u0160patnou zpr\u00e1vou je ale to, \u017ee se tak d\u011blo na \u00fakor rychlosti tr\u017en\u00edho r\u016fstu. Holden dolo\u017eil, \u017ee vztah mezi dodate\u010dn\u00fdm share of voice\u00a0eSOV<\/strong>\u00a0(stupe\u0148, ve kter\u00e9m pod\u00edl zna\u010dek na komunikaci p\u0159evy\u0161uje jejich pod\u00edl na trhu \u2013 share of market, SOM) a pod\u00edlem na trhu (SOM<\/strong>) za posledn\u00edch v\u00edce ne\u017e deset let dramaticky klesl. \u201ePro\u010d kles\u00e1 vliv reklamy na zvy\u0161ov\u00e1n\u00ed pod\u00edlu zna\u010dek na trhu? Nen\u00ed to chyba technologi\u00ed, ale lid\u00ed, kte\u0159\u00ed je u\u017e\u00edvaj\u00ed,\u201c mysl\u00ed si.<\/p>\n

Holden mluv\u00ed o t\u0159ech typech sm\u00fd\u0161len\u00ed jednotlivc\u016f, kter\u00e9 brzd\u00ed efektivn\u00ed vyu\u017eit\u00ed technologick\u00fdch inovac\u00ed. Definuje je jako\u00a01.<\/strong>\u00a0hypnotizovan\u00e9<\/strong>\u00a0\u2013 vyzna\u010duj\u00ed se bezprost\u0159ednost\u00ed dat o v\u00fdkonu,\u00a02. \u00a0evangelisty<\/strong>\u00a0\u2013 jim\u017e jde p\u0159edev\u0161\u00edm o nahrazov\u00e1n\u00ed \u010dehokoliv nov\u00fdm a\u00a03. paranoidn\u00ed<\/strong>\u00a0\u2013 ti maj\u00ed m\u00edt zase obavy, aby nebyli pova\u017eov\u00e1ni za dinosaury a za sv\u00e1zan\u00e9 s\u00a0analogov\u00fdm sv\u011btem. M\u00e1 to za n\u00e1sledek zam\u011b\u0159en\u00ed se na n\u011bkolik oblast\u00ed, kter\u00e9\u00a0omezuj\u00ed r\u016fst zna\u010dek<\/strong>. Pat\u0159\u00ed k nim\u00a0n\u00e1vratnost investic (ROI), p\u0159\u00edli\u0161n\u00fd d\u016fraz na c\u00edlen\u00ed komunikace, nadm\u011brn\u00e9 vyu\u017e\u00edv\u00e1n\u00ed v\u00fdkonnostn\u00edch kan\u00e1l\u016f a pokles brandov\u00fdch kampan\u00ed<\/strong>\u00a0nebo\u00a0zv\u00fd\u0161en\u00e9 u\u017e\u00edv\u00e1n\u00ed racion\u00e1ln\u00edch sd\u011blen\u00ed<\/strong>. P\u0159edev\u0161\u00edm velk\u00fd d\u016fraz na ROI zap\u0159\u00ed\u010dinil pokles \u00fa\u010dinnosti reklamy. \u201eKv\u016fli tomu se promar\u0148uj\u00ed p\u0159\u00edle\u017eitosti pro dlouhodob\u00fd r\u016fst, pro kter\u00fd by m\u011blo b\u00fdt vy\u010dlen\u011bno 60 % marketingov\u00fdch investic,\u201c uvedl Holden s odkazem na\u00a0doporu\u010den\u00ed<\/a>\u00a0Bineta<\/strong>\u00a0a\u00a0Fielda<\/strong>.<\/p>\n

Abychom dos\u00e1hli dlouhodob\u00e9 marketingov\u00e9 orientace, Holden navrhuje, aplikovat\u00a0\u201emy\u0161len\u00ed investor\u016f\u201c<\/strong>. Investor stanovuje rozpo\u010dty na z\u00e1klad\u011b optimalizace n\u00e1vratnosti zisku, nikoli na z\u00e1klad\u011b libovoln\u011b stanoven\u00e9 \u00farovn\u011b. Investice do nov\u00fdch schopnost\u00ed je z\u00e1sadn\u00edm rysem tohoto my\u0161len\u00ed. Navrhuje proto investovat do \u201etv\u016frc\u016f\u201c a kreativn\u00edch produk\u010dn\u00edch schopnost\u00ed. Marketing pak v\u00fdznamn\u011b ovlivn\u00ed\u00a0um\u011bl\u00e1 inteligence<\/strong>\u00a0(AI), kter\u00e1 se od automaticky generovan\u00e9ho textu a obrazu posune k automaticky generovan\u00fdm film\u016fm.<\/p>\n

Doporu\u010den\u00ed<\/strong>\u00a0pro market\u00e9ry k\u00a0nastartov\u00e1n\u00ed efektivn\u00ed komunikace jsou podle Holdena tato:<\/p>\n