{"id":12162,"date":"2018-01-30T20:14:22","date_gmt":"2018-01-30T17:14:22","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=12162"},"modified":"2018-01-30T20:14:22","modified_gmt":"2018-01-30T17:14:22","slug":"smart-marketing-si-alte-tendinte-din-digital-video","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/smart-marketing-si-alte-tendinte-din-digital-video","title":{"rendered":"Smart marketing \u0219i alte tendin\u021be din digital | VIDEO"},"content":{"rendered":"
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\"\"\u00cen prim\u0103var\u0103 povesteam cu Ionu\u021b Munteanu, Managing Partner WebDigital, despre noile tipuri de reclame care aveau s\u0103 intre din ce \u00een ce mai mult pe Facebook \u0219i Gogle \u0219i care au luat amploare pe parcursul anului. Mai multe despre tendin\u021bele din digital marketing \u00een 2017 \u00een interviul de mai jos.<\/span><\/p>\n

Maturizare a fost cuv\u00e2ntul-cheie \u00een digital \u00een 2017 \u00een ceea ce prive\u0219te solu\u021biile clasice, \u00een timp ce dynamic retargeting a ajuns s\u0103 fie implementat \u00eentr-un mod complex.<\/span><\/p>\n

S-a vorbit de asemenea de criza de speciali\u0219ti \u00een marketing – aici este important s\u0103 facem o distinc\u021bie \u00eentre speciali\u0219tii \u00een marketing din perspectiva serviciilor specializate \u0219i speciali\u0219tii \u00een marketing \u00een general. \u00centr-adev\u0103r, exist\u0103 o nevoie din partea companiilor de a avea oameni buni de marketing \u00een echipele interne, oameni care s\u0103 \u00een\u021beleag\u0103 postulatele lui Kotler, dar \u00een acela\u0219i timp s\u0103 fie la curent cu tendin\u021bele actuale: digital marketing, automation, machine learning etc.<\/span><\/p>\n

\u00cen ceea ce prive\u0219te problemele legate de rela\u021bia companie-agen\u021bie, observ\u0103m dou\u0103 lucruri:<\/span><\/p>\n

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  1. Companiile au nevoie de un integrator, o persoan\u0103 care s\u0103 \u00een\u021beleag\u0103 care este \u00eenceputul \u0219i sf\u00e2r\u0219itul unei solu\u021bii pe care o agen\u021bie supra-specializat\u0103 o ofer\u0103.<\/span><\/li>\n
  2. Este foarte important ca o companie s\u0103 lucreze cu o agen\u021bie care i se potrive\u0219te \u0219i care este selectat\u0103 dup\u0103 anumite criterii. Un client este mult mai pu\u021bin dispus s\u0103 concedieze o echip\u0103 intern\u0103 dec\u00e2t s\u0103 \u00eentrerup\u0103 colaborarea cu o agen\u021bie \u0219i de aceea acord\u0103 mai mult\u0103 aten\u021bie select\u0103rii oamenilor interni dec\u00e2t a agen\u021biilor, iar acest lucru poate duce la situa\u021bii nepl\u0103cute.<\/span><\/li>\n<\/ol>\n

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    Conceptul de PPC aproape c\u0103 a disp\u0103rut – PPC reprezint\u0103 acele mecanisme prin care media se achizi\u021bioneaz\u0103 cu plata la click. \u00cens\u0103 atunci c\u00e2nd vorbim de achizi\u021bie media pe Facebook, YouTube sau Instagram nu mai discut\u0103m despre modelul clasic de PPC – am putea s\u0103 \u00eel numim smart marketing.<\/span><\/p>\n

    Facebook vs Google. Dac\u0103 vorbim la nivel macro, distinc\u021bia este clar\u0103: c\u00e2nd exist\u0103 o nevoie concret\u0103, Google Search atinge mai degrab\u0103 aceast\u0103 nevoie. \u00cen cazul Facebook vorbim de nevoi generate – campaniile \u00eencearc\u0103 s\u0103 ofere solu\u021bii la nevoi care nu sunt neap\u0103rat concrete.<\/span><\/p>\n

    Uit\u00e2ndu-ne spre 2020, observ\u0103m o cre\u0219tere a volumul de c\u0103ut\u0103ri voce. De asemenea, inteligen\u021ba artificial\u0103 \u0219i componentele de machine learning vor aduce schimb\u0103ri, \u00eens\u0103 nu vor \u00eenlocui (\u00eenc\u0103) speciali\u0219tii.<\/span><\/p>\n

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