{"id":7013,"date":"2022-11-24T03:28:11","date_gmt":"2022-11-24T02:28:11","guid":{"rendered":"https:\/\/www.cms-cma.cz\/?p=7013"},"modified":"2022-11-25T12:38:18","modified_gmt":"2022-11-25T11:38:18","slug":"marketing-v-dobe-turbulentni","status":"publish","type":"post","link":"https:\/\/www.cms-cma.cz\/marketing-v-dobe-turbulentni\/","title":{"rendered":"MARKETING V\u00a0DOB\u011a TURBULENTN\u00cd"},"content":{"rendered":"\t\t
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Turbulence \u2013 bou\u0159liv\u00e9 proud\u011bn\u00ed, v\u00a0n\u011bm\u017e se jednotliv\u00e9 vrstvy vz\u00e1jemn\u011b prom\u00edch\u00e1vaj\u00ed. Z\u0159ejm\u011b jen m\u00e1lo jin\u00fdch term\u00edn\u016f tak tento pojem p\u0159esn\u011b vystihuje sou\u010dasnou situaci ve sv\u011btov\u00e9m spole\u010denstv\u00ed. Nejinak tomu je i v\u00a0marketingu a marketingov\u00e9 komunikaci. A pr\u00e1v\u011b t\u011bmto prudk\u00fdm zm\u011bn\u00e1m byl v\u011bnov\u00e1n i celost\u00e1tn\u00ed odborn\u00fd semin\u00e1\u0159 po\u0159\u00e1dan\u00fd \u010ceskou marketingovou spole\u010dnost\u00ed a profesn\u00edm klubem \u010cMS KUM-Klubem u\u010ditel\u016f marketingu za \u00fa\u010dasti v\u00edce ne\u017e 40 pedagog\u016f, odborn\u00edk\u016f z\u00a0praxe i student\u016f z\u00a0\u010cR a SR 22. listopadu 2022 v\u00a0Tan\u010d\u00edc\u00edm dom\u011b Praha.<\/strong><\/p>\n

\"\"<\/a>\u00a0 \"\" \u00a0<\/a>\"\"<\/a><\/p>\n\n

Po\u0161mourn\u00e9 listopadov\u00e9 \u00fater\u00fd bylo napln\u011bno 10 aktu\u00e1ln\u00edmi p\u0159edn\u00e1\u0161kami z\u00a0r\u016fzn\u00fdch oblast\u00ed marketingu a marketingov\u00e9 komunikace. Za\u010d\u00e1tek semin\u00e1\u0159e byl ve znamen\u00ed vyhl\u00e1\u0161en\u00ed ji\u017e 18. ro\u010dn\u00edku sout\u011b\u017ee MARKET\u00c9R ROKU 2022<\/strong>. \"\"<\/a> \u00a0 \u00a0\u00a0 \"\"\u00a0 \u00a0\u00a0 \u00a0\"\" \u00a0 \u00a0<\/a>\"\"<\/a><\/p>\n\n

Turbulentnost doby p\u0159esn\u011b vystihla prvn\u00ed p\u0159edn\u00e1\u0161ej\u00edc\u00ed doc. Ing. Ilona \u0160vihl\u00edkov\u00e1, Ph.D.<\/strong> z\u00a0V\u0160O, kter\u00e1 se zab\u00fdvala pom\u011brn\u011b chmurn\u00fdm obrazem sou\u010dasn\u00e9 dom\u00e1c\u00ed i evropsk\u00e9 ekonomick\u00e9 reality, kter\u00e1 je ovlivn\u011bn\u00e1 \u0159adou ekonomick\u00fdch, energetick\u00fdch i v\u00e1le\u010dn\u00fdch jev\u016f. Na\u010drtla n\u011bkter\u00e9 mo\u017enosti marketingov\u00fdch aktivit, kter\u00e9 je t\u0159eba realizovat.
\"\"<\/a>\u00a0 \"\"<\/a>\u00a0 \"\"<\/a>\u00a0\u00a0 \"\"<\/a>\u00a0 <\/a>\"\"<\/a>\u00a0 <\/a>\"\"<\/a>\u00a0 \"\"<\/a><\/p>\n\n

Prof. Mgr. Lucie Sp\u00e1lov\u00e1, Ph.D. <\/strong>z UKF v Nit\u0159e p\u0159ibl\u00ed\u017eila r\u016fzn\u00e9 pohledy na brand aktivismus, tedy na procesy, kter\u00e9 vedou zna\u010dky k tomu, \u017ee vystupuj\u00ed ze sv\u00e9 p\u016fvodn\u00ed a jedin\u00e9 funkce komer\u010dn\u00ed kotvy na trhu a reflektuj\u00ed po\u017eadavky ve\u0159ejnosti na mnohostrann\u00e9 projevy CSR. Na datech dolo\u017eila, \u017ee nap\u0159. v USA 49 % spot\u0159ebitel\u016f vn\u00edm\u00e1 brand aktivismus zna\u010dek pozitivn\u011b, co\u017e se odr\u00e1\u017e\u00ed tak\u00e9 v ochot\u011b podporovat tyto zna\u010dky n\u00e1kupn\u00edm chov\u00e1n\u00edm.
\u00a0 <\/a>\"\"<\/a>\u00a0 \u00a0 <\/a>\"\" \u00a0<\/a>\"\"<\/a><\/p>\n\n

Ing. Petr Uchytil<\/strong> p\u0159i anal\u00fdze v\u00fdsledk\u016f anglick\u00e9ho v\u00fdzkumu Big Data Mine do\u0161el k n\u011bkolika z\u00e1sad\u00e1m, je\u017e jsou platn\u00e9 pro rozhlasovou reklamu: pom\u00e1h\u00e1 vytv\u00e1\u0159et budouc\u00ed popt\u00e1vku, vede ke zvy\u0161ov\u00e1n\u00ed efektivnosti mediapl\u00e1n\u016f, lze konvertovat existuj\u00edc\u00ed popt\u00e1vku, p\u0159isp\u00edv\u00e1 ke kreativn\u00ed konzistenci efektivn\u00edch kampan\u00ed atd.
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P\u0159esn\u00e1 data do diskuse o efektivnosti zapojen\u00ed influencer\u016f vnesl doc. Mgr. Radek Tahal, Ph.D.<\/strong> z\u00a0V\u0160E Praha. Nasazen\u00ed reklamy prost\u0159ednictv\u00edm influencer\u016f do reklamn\u00edch aktivit je \u010dasto p\u0159edm\u011btem r\u016fzn\u00fdch pohled\u016f, ale p\u0159i rozhodov\u00e1n\u00ed je t\u0159eba se op\u0159\u00edt o tvrd\u00e1 data z\u00a0v\u00fdzkum\u016f v\u00a0t\u00e9to oblasti: jeden z\u00a0v\u00fdzkum\u016f tohoto typu realizuje pr\u00e1v\u011b V\u0160E a jeho v\u00fdsledky ukazuj\u00ed, kdy a v\u00a0jak\u00fdch oblastech a s k\u00fdm je influencersk\u00e1 komunikace efektivn\u00ed.
\"\"<\/a>\u00a0 <\/a>\"\"<\/a>\u00a0 \"\"<\/a>\u00a0 <\/a><\/p>\n\n

Zaj\u00edmav\u00e9 t\u00e9ma prezentoval Ing. Vladim\u00edr Zikmunda, CSc.<\/strong>: Nejlep\u0161\u00ed marketing pro skv\u011bl\u00e9 j\u00eddlo? Vid\u011bt a ochutnat! Hovo\u0159il o v\u00edce ne\u017e 100 druz\u00edch knedl\u00edk\u016f, kter\u00e9 dod\u00e1v\u00e1 na \u010desk\u00fd trh firma Knedl\u00edky L\u00e1zni\u010dka nejen obchodn\u00ed s\u00edt\u00ed, ale i prost\u0159ednictv\u00edm e-shop\u016f. Podrobn\u011b popsal syst\u00e9m efektivn\u00ed marketingov\u00e9 komunikace tohoto produktu \u2013 sout\u011b\u017ee, ochutn\u00e1vky, vyu\u017eit\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed, specializovan\u00e1 knedl\u00edkov\u00e1 kucha\u0159ka, reference, \u010dasopiseck\u00e9 p\u0159\u00edlohy atd.\"\"<\/a>\u00a0 \"\"\u00a0 <\/a>\"\"<\/a>

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Odpoledn\u00ed blok zah\u00e1jil Ing. Miroslav \u0160m\u00edra<\/strong>, ze spole\u010dnosti Rob4Job p\u0159edn\u00e1\u0161kou Marketing robot\u016f. Zab\u00fdval se specifikou trhu B2B a typizoval zde n\u011bkter\u00e9 formy marketingov\u00e9 komunikace. Potvrdil, \u017ee podstatn\u00e9 jsou reference spokojen\u00fdch u\u017eivatel\u016f, atraktivn\u00ed aplikace vyu\u017eit\u00ed robot\u016f a jejich prezentace na veletrz\u00edch, zpravodajsk\u00e9 materi\u00e1ly v\u00a0televizi. Nov\u00fdm sm\u011brem ve vyu\u017eit\u00ed t\u00e9to robotick\u00e9 techniky je jej\u00ed nasazen\u00ed jako soci\u00e1ln\u00edch robot\u016f p\u0159i p\u00e9\u010di o handicapovan\u00e9 a nemocn\u00e9 nap\u0159. s\u00a0Alzheimerem, kdy mohou stimulovat motoriku, opakovan\u00e9 \u010dinnosti apod.\u00a0\"\"<\/a>\u00a0 \"\" \u00a0<\/a>\"\"<\/a><\/p>\n\n

Mgr. Eli\u0161ka Froschov\u00e1 Stehl\u00edkov\u00e1<\/strong> ze spole\u010dnosti Lidl p\u0159ibl\u00ed\u017eila komplexn\u00ed tematiku aktivit CSR v p\u0159edn\u00e1\u0161ce Komunikace t\u00e9mat udr\u017eitelnosti v retailu. Uvedla nap\u0159. kampa\u0148 Lidl Les – a dokumentovala tak\u00e9 praktick\u00e9 aplikace my\u0161lenky spole\u010densk\u00e9 odpov\u011bdnosti a udr\u017eitelnosti na n\u011bkolika dal\u0161\u00edch aktu\u00e1ln\u00edch p\u0159\u00edkladech – spolupr\u00e1ce s organizac\u00ed Zachra\u0148 j\u00eddlo na F.O.O.D. pikniku, eduka\u010dn\u00ed setk\u00e1v\u00e1n\u00ed se spot\u0159ebiteli, zapojen\u00ed kucha\u0159e Romana Pauluse atd.
\"\"<\/a>\u00a0 \"\"\u00a0<\/a> \"\"<\/a><\/p>\n\n

Mana\u017eer dat a v\u00fdzkumu spole\u010dnosti Seznam Ing. Milo\u0161 Uldrich<\/strong> se v\u011bnoval strategii spole\u010dnosti v\u00a0dob\u011b pandemie, demonstroval aktivity brande safety, popsal, jak se chovaj\u00ed internetov\u00ed u\u017eivatel\u00e9 v\u00a0turbulentn\u00ed dob\u011b a jak na to reaguj\u00ed zna\u010dky. Za podstatnou pova\u017euje systematickou aplikaci novin\u00e1\u0159sk\u00fdch forem zpracov\u00e1n\u00ed internetov\u00e9ho obsahu a kontinu\u00e1ln\u00ed m\u011b\u0159en\u00ed efektivnosti.
\"\"<\/a>\u00a0 \"\"<\/a> \"\"<\/p>\n\n

Netradi\u010dn\u00ed t\u00e9ma – a pro mnoh\u00e9 novinka \u2013 bylo vystoupen\u00ed Mgr. Terezy Truhl\u00e1\u0159ov\u00e9<\/strong> o gravita\u010dn\u00edm vina\u0159stv\u00ed, kter\u00e9 je d\u016fsledn\u011b uplat\u0148ov\u00e1no ve vina\u0159sk\u00e9m dom\u011b VILAVIN. Popsala budov\u00e1n\u00ed nov\u00e9ho provozu zpracov\u00e1n\u00ed v\u00edna, kter\u00e9 d\u016fsledn\u011b vyu\u017e\u00edv\u00e1 \u0161etrn\u00e9 gravitace v\u00a0cel\u00e9m procesu v\u00fdroby, kde se zpracov\u00e1v\u00e1 produkce 7 vini\u010dn\u00edch trat\u00ed, 8 odr\u016fd ze t\u0159\u00ed r\u016fzn\u00fdch podlo\u017e\u00ed. Nazna\u010dila praktick\u00e9 kroky v\u00a0oblasti trval\u00e9 udr\u017eitelnosti, formy komunikace produkt\u016f i zna\u010dky.\"\" <\/a>\"\"\u00a0<\/p>\n\n

Posledn\u00ed p\u0159edn\u00e1\u0161ka Simony Li\u0161kov\u00e9<\/strong> z VodafoneCZ se soust\u0159edila na chov\u00e1n\u00ed zna\u010dky v\u00a0krizov\u00e9m prost\u0159ed\u00ed. Ze stru\u010dn\u00e9 anal\u00fdzy situace p\u0159i pandemii covidu definovala hlavn\u00ed z\u00e1sady chov\u00e1n\u00ed zna\u010dky: b\u00fdt v\u00edce a nabl\u00edzku mezi lidmi \u2013 ve firm\u011b i mezi z\u00e1kazn\u00edky, zajistit kritick\u00e9 fungov\u00e1n\u00ed v\u0161ech nab\u00edzen\u00fdch slu\u017eeb, podpo\u0159it nejv\u00edce ohro\u017een\u00e9 segmenty, podporovat firemn\u00ed nadaci atd.<\/p>\n

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Celodenn\u00ed odborn\u00fd semin\u00e1\u0159 p\u0159inesl \u00fa\u010dastn\u00edk\u016fm mno\u017estv\u00ed nov\u00fdch informac\u00ed a podn\u011bt\u016f pro marketingov\u00e9 efektivn\u00ed aktivn\u00ed chov\u00e1n\u00ed zna\u010dky a instituce ve slo\u017eit\u00e9m prost\u0159ed\u00ed. \u0158ada dopl\u0148uj\u00edc\u00edch ot\u00e1zek z pl\u00e9na k p\u0159edn\u00e1\u0161ej\u00edc\u00edm sv\u011bd\u010dila o dobr\u00e9m nastaven\u00ed hlavn\u00ed tematiky a p\u0159\u00ednosu vystupuj\u00edc\u00edch pro dal\u0161\u00ed rozvoj marketingu a marketingov\u00e9 komunikace<\/strong>.
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\u00a0 \u00a0 \u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0<\/p>\n\n

\u00a0<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Turbulence \u2013 bou\u0159liv\u00e9 proud\u011bn\u00ed, v\u00a0n\u011bm\u017e se jednotliv\u00e9 vrstvy vz\u00e1jemn\u011b prom\u00edch\u00e1vaj\u00ed. Z\u0159ejm\u011b jen m\u00e1lo jin\u00fdch term\u00edn\u016f tak tento pojem p\u0159esn\u011b vystihuje sou\u010dasnou situaci ve sv\u011btov\u00e9m spole\u010denstv\u00ed. Nejinak tomu je i v\u00a0marketingu a marketingov\u00e9 komunikaci. A pr\u00e1v\u011b t\u011bmto prudk\u00fdm zm\u011bn\u00e1m byl v\u011bnov\u00e1n i celost\u00e1tn\u00ed odborn\u00fd semin\u00e1\u0159 po\u0159\u00e1dan\u00fd \u010ceskou marketingovou spole\u010dnost\u00ed a profesn\u00edm klubem \u010cMS KUM-Klubem u\u010ditel\u016f marketingu … \u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":3,"featured_media":7064,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/7013"}],"collection":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/comments?post=7013"}],"version-history":[{"count":37,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/7013\/revisions"}],"predecessor-version":[{"id":7115,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/7013\/revisions\/7115"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media\/7064"}],"wp:attachment":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media?parent=7013"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/categories?post=7013"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/tags?post=7013"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}