{"id":15274,"date":"2019-02-11T14:53:39","date_gmt":"2019-02-11T12:53:39","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=15274"},"modified":"2019-02-11T14:53:39","modified_gmt":"2019-02-11T12:53:39","slug":"stirile-saptamanii-facebook-campaign-budget-optimization-septembrie-emag-marketplace-sistem-automat-traducere","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/stirile-saptamanii-facebook-campaign-budget-optimization-septembrie-emag-marketplace-sistem-automat-traducere","title":{"rendered":"Din septembrie, Facebook seteaz\u0103 campaign budget optimization by default | eMAG dezvolt\u0103 un sistem automat de traducere pentru platforma de Marketplace | Ce sunt micro conversiile \u0219i cum s\u0103 le urm\u0103re\u0219ti \u00een Google Analytics"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/stirile-saptamanii-facebook-campaign-budget-optimization-septembrie-emag-marketplace-sistem-automat-traducere\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>\u00cencepem s\u0103pt\u0103m\u00e2na cu o \u00eentrebare: mai este de actualitate termenul de <em>utilizator<\/em> (\u00een englez\u0103 <em>user<\/em>) pentru persoanele care folosesc un dispozitiv tehnic sau acceseaz\u0103 un site\/o aplica\u021bie? \u00cen rela\u021bia om-tehnologie, omul era cel care folosea, tehnologia era cea folosit\u0103. \u00cen condi\u021biile \u00een care tehnologia este construit\u0103 ast\u0103zi pentru a colecta \u0219i folosi date despre utilizator, modelul ini\u021bial nu mai este chiar at\u00e2t de simplu.\u00a0<strong><a href=\"https:\/\/thenextweb.com\/syndication\/2019\/02\/09\/calling-people-users-is-unethical-and-outdated\/\" target=\"_blank\" rel=\"noopener\">The Next Web<\/a><\/strong> dezbate subiectul.<\/p>\n<p>Iat\u0103 mai jos principalele \u0219tiri din e-commerce \u0219i marketing online care ne-au atras aten\u021bia: despre Facebook Campaign Budget Optimization, sistemul automat de traducere dezvoltat de eMAG, personalizare versus contextualizare \u0219i micro conversii, plus un joc pentru designeri UI la final.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15276\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/02\/facebook-campaign-budget-optimization.png\" alt=\"Facebook Campaign Budget Optimization\" width=\"800\" height=\"676\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/02\/facebook-campaign-budget-optimization.png 1033w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/02\/facebook-campaign-budget-optimization-300x253.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/02\/facebook-campaign-budget-optimization-768x648.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/02\/facebook-campaign-budget-optimization-1024x864.png 1024w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><strong>1. Din septembrie, campaniile <a href=\"https:\/\/business.facebook.com\/business\/help\/773289396357218\" target=\"_blank\" rel=\"noopener\">Facebook<\/a> vor rula \u00een baza set\u0103rilor automate din\u00a0<a href=\"https:\/\/www.facebook.com\/business\/m\/one-sheeters\/campaign-budget-optimization\" target=\"_blank\" rel=\"noopener\">campaign budget optimization<\/a><\/strong>. At\u00e2t campaniile nou create, c\u00e2t \u0219i cele aflate \u00een derulare vor migra c\u0103tre noul sistem de alocare automat\u0103 a bugetelor. Facebook promite astfel optimizarea bugetului unei campanii, aloc\u00e2nd sume pentru fiecare reclam\u0103 din campanie, \u00een func\u021bie de performan\u021b\u0103. Brand-urile vor putea seta bugetul total al campaniei \u0219i doar limitele minime \u0219i maxime alocate pentru fiecare ad \u00een parte, Facebook urm\u00e2nd s\u0103 distribuie suma \u00een timp real c\u0103tre cele mai performante ad-uri. Facebook a comentat pentru\u00a0<a href=\"https:\/\/marketingland.com\/facebook-advertisers-will-not-be-able-to-set-budgets-at-ad-set-level-starting-in-september-256522\" target=\"_blank\" rel=\"noopener\"><strong>Marketing Land<\/strong><\/a>\u00a0c\u0103 va oferi \u00een continuare acces la metrici la nivelul ad-urilor, dar c\u0103 \u00eencurajeaz\u0103 brand-urile s\u0103 se concentreze pe metrici la nivelul campaniilor.<\/p>\n<p><strong>2. Facebook cump\u0103r\u0103 GrokStyle, un start-up care dezvolt\u0103 tehnologie bazat\u0103 pe inteligen\u021b\u0103 artificial\u0103<\/strong>. Tehnologia GrokStyle este folosit\u0103 \u00een prezent \u00een aplica\u021bia mobil\u0103 IKEA, prin care utilizatorii pot\u00a0\u00eenc\u0103rca fotografia unui obiect de mobilier, iar sistemul caut\u0103 produse similare care pot fi cump\u0103rate online. <strong><a href=\"https:\/\/www.digitalcommerce360.com\/2019\/02\/08\/facebook-acquires-visual-shopping-startup-grokstyle\/\" target=\"_blank\" rel=\"noopener\">Digital Commerce 360<\/a><\/strong> comenteaz\u0103 mi\u0219carea ca parte din strategia Facebook de a folosi tehnologia \u0219i angaja\u021bii GrokStyle pentru a-\u0219i dezvolta din punct de vedere AI propriul Marketplace.<\/p>\n<p><strong>3. eMAG dezvolt\u0103 un sistem automat de traducere pentru platforma Marketplace<\/strong>, care va facilita prezen\u021ba seller-ilor cross-border. <strong><a href=\"https:\/\/www.businessmagazin.ro\/actualitate\/arma-cu-care-emag-vrea-sa-cucereasca-noi-teritorii-din-toata-lumea-17764213\" target=\"_blank\" rel=\"noopener\">Business Magazin<\/a><\/strong> scrie c\u0103 principalul element care blocheaz\u0103 comer\u021bul electronic \u00een spa\u021biul economic european r\u0103m\u00e2ne fragmentarea lingvistic\u0103. Sistemul va putea traduce automat titlul, descrierea \u0219i caracteristicile produselor listate din limbile vest-europene (englez\u0103, francez\u0103, german\u0103, italian\u0103) \u015fi est-europene (polonez\u0103, maghiar\u0103, bulgar\u0103) \u00een limbile \u0163\u0103rilor \u00een care platforma eMAG Marketplace este disponibil\u0103.<\/p>\n<p><strong>4. Marile companii digitale s-ar putea \u00eentoarce la contextualizare \u00een locul strategiilor de personalizare. <\/strong>Potrivit ultimului <a href=\"https:\/\/www.rsa.com\/en-us\/company\/news\/the-dark-side-of-customer-data\" target=\"_blank\" rel=\"noopener\">studiu RSA<\/a>, 83% dintre consumatori consider\u0103 c\u0103 nu este etic\u0103 utilizarea datelor lor personale pentru a primi reclame personalizate. De asemenea, 76% dintre subiec\u021bii studiului consider\u0103 neetic\u0103 practica marilor companii de a colecta date pentru a crea fluxuri de \u0219tiri personalizate \u00een social media.\u00a0Pe fondul scandalului Facebook din Germania,\u00a0<strong><a href=\"https:\/\/www.forbes.com\/sites\/johnkoetsier\/2019\/02\/09\/83-of-consumers-believe-personalized-ads-are-morally-wrong-survey-says\/#b45b72819f54\" target=\"_blank\" rel=\"noopener\">Forbes<\/a><\/strong>\u00a0scrie c\u0103 gigan\u021bii digitali ar putea alege s\u0103 se \u00eentoarc\u0103 la un anumit nivel de contextualizare \u00een viitor, \u00een locul personaliz\u0103rii, care, se pare, nici nu este chiar at\u00e2t de performant\u0103, potrivit <a href=\"http:\/\/adcontrarian.blogspot.com\/2018\/06\/advertisings-edifice-of-nonsense.html\" target=\"_blank\" rel=\"noopener\">Ad Contrarian<\/a>.<\/p>\n<p><strong>5. Ce sunt micro conversiile \u0219i de ce ar trebui s\u0103 le urm\u0103re\u0219ti \u00een magazinul t\u0103u online?<\/strong>\u00a0Care dintre urm\u0103toarele ac\u021biuni de pe un site pot fi micro conversii: ad\u0103ugarea unui produs \u00een co\u0219, abonarea la newsletter, r\u0103sfoirea unor pagini ale site-ului, un comentariu la un articol, un share \u00een social media, desc\u0103rcarea unui e-book, urm\u0103rirea unui clip video, crearea unui cont de utilizator? R\u0103spunsul este: toate. <a href=\"https:\/\/blog.hubspot.com\/marketing\/micro-conversion\" target=\"_blank\" rel=\"noopener\"><strong>Hubspot<\/strong><\/a>\u00a0identific\u0103 tipurile de micro conversii \u0219i cum s\u0103 le urm\u0103re\u0219ti \u00een Google Analytics \u00een 7 pa\u0219i, ca s\u0103 ajungi mai repede la macro conversii.<\/p>\n<p><strong>BONUS<\/strong>: \u00cen e-commerce, design-ul UI se bazeaz\u0103 pe reguli clare de usability. Crezi c\u0103 e\u0219ti suficient de atent la detaliile care fac pl\u0103cut\u0103 experien\u021ba utilizatorului pe site-ul t\u0103u?\u00a0Testeaz\u0103-te cu <a href=\"https:\/\/cantunsee.space\/\" target=\"_blank\" rel=\"noopener\"><strong>Can&#8217;t Unsee<\/strong><\/a>, un joc rapid de aten\u021bie pentru designeri \u0219i pasiona\u021bi de digital.<\/p>\n<p><a href=\"https:\/\/cantunsee.space\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15275\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/02\/unsee-ux-game.png\" alt=\"Unsee UX game\" width=\"806\" height=\"382\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/stirile-saptamanii-facebook-campaign-budget-optimization-septembrie-emag-marketplace-sistem-automat-traducere\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Oare mai este de actualitate termenul de \u201eutilizator\u201d pentru persoanele care folosesc un dispozitiv tehnic sau acceseaz\u0103 un site\/o aplica\u021bie? \u00cen rela\u021bia om-tehnologie, omul era cel care folosea, tehnologia era cea folosit\u0103. \u00cen condi\u021biile \u00een care tehnologia este construit\u0103 ast\u0103zi pentru a colecta \u0219i folosi date despre utilizator, modelul ini\u021bial nu mai este chiar at\u00e2t de simplu.\u00a0Subiectul este dezb\u0103tut pe larg \u00een The Next Web. Iat\u0103 \u00een continuare principalele \u0219tiri din e-commerce \u0219i marketing online care ne-au atras aten\u021bia s\u0103pt\u0103m\u00e2na aceasta: despre Facebook Campaign Budget Optimization, sistemul automat de traducere dezvoltat de eMAG, personalizare versus contextualizare \u0219i micro conversii, plus un joc pentru designeri UI la final.<\/p>\n","protected":false},"author":1,"featured_media":15049,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[207],"tags":[2838,2865,3055],"class_list":["post-15274","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stirile-saptamanii","tag-emag-marketplace","tag-facebook-ads-ro","tag-micro-conversii"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/15274","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=15274"}],"version-history":[{"count":1,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/15274\/revisions"}],"predecessor-version":[{"id":15277,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/15274\/revisions\/15277"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/15049"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=15274"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=15274"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=15274"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}