{"id":2921,"date":"2020-08-26T13:52:59","date_gmt":"2020-08-26T11:52:59","guid":{"rendered":"https:\/\/www.marketingmapy.com\/?p=2921"},"modified":"2022-05-23T12:59:59","modified_gmt":"2022-05-23T10:59:59","slug":"ridici-panel-marketingu","status":"publish","type":"post","link":"https:\/\/www.marketingmapy.com\/cs\/ridici-panel-marketingu","title":{"rendered":"\u0158\u00edd\u00edc\u00ed panel digit\u00e1ln\u00edho marketingu – Dashboardy, graf\u00ed\u010dky, kol\u00e1\u010de"},"content":{"rendered":"

Marketing mapy d\u011bl\u00e1me proto, abychom pomohli \u0159\u00eddit online marketing. C\u00edlem je, aby v\u00e1\u0161 marketing zr\u00e1l – pracovali jste na \u00fakolech od jednodu\u0161\u0161\u00edch ke slo\u017eit\u00fdm. Tak\u00e9 chceme umo\u017enit u\u0159\u00eddit v\u00edce marketingov\u00fdch kan\u00e1l\u016f z\u00e1rove\u0148 \u00a0tzv. cross-channel \u010di je\u0161t\u011b l\u00e9pe omni-channel.<\/strong><\/p>\n

V praxi marketingov\u00fdch agentur vid\u00edme, \u017ee pracuj\u00ed zejm\u00e9na na tom, co dob\u0159e um\u00ed, vyd\u011bl\u00e1 jim to rychle pen\u00edze a za m\u00e9n\u011b \u00fasil\u00ed vid\u00ed klient co nejv\u011bt\u0161\u00ed efekt<\/em>. V \u00favodn\u00ed \u010d\u00e1sti pr\u00e1ce na marketingu je to v po\u0159\u00e1dku. Je t\u0159eba dosahovat rychle obhajiteln\u00fdch v\u00fdsledk\u016f a ROI a „nep\u0159et\u00e9ct“ na hodin\u00e1ch. P\u0159i dlouhodob\u011bj\u0161\u00ed pr\u00e1ci pak ale zbyte\u010dn\u011b p\u0159evl\u00e1d\u00e1 rutina a easy-money. Cht\u011blo by to ale n\u011bco v\u00edc – zkou\u0161et nov\u00e9 taktiky, zapojit dal\u0161\u00ed marketingov\u00e9 kan\u00e1ly.<\/strong><\/p>\n

V Marketing Mapy se sna\u017e\u00edme v marketingov\u00e9m rybn\u00ed\u010dku o dv\u011b v\u011bci:<\/p>\n

    \n
  1. Aby firma marketingov\u00fd kan\u00e1l vyu\u017e\u00edvala vyv\u00e1\u017een\u011b<\/strong>.<\/li>\n
  2. Aby v\u011bdom\u011b \u010di nev\u011bdom\u011b neprot\u011b\u017eovala jeden marketingov\u00fd kan\u00e1l<\/strong> nad ostatn\u00edmi.<\/li>\n<\/ol>\n

    Jako dal\u0161\u00ed velk\u00fd krok v n\u00e1stroji jsme od ultim\u00e1tn\u00edho checklistu SEO a PPC<\/strong> postoupili o level v\u00fd\u0161e k „\u0159\u00edd\u00edc\u00edmu panelu digit\u00e1ln\u00edho marketingu<\/strong>„. Vytvo\u0159ili jsme novou obrazovku Dashboard a redesignovali obrazovky Map.<\/p><\/blockquote>\n

    <\/p>\n

    Vyu\u017eit\u00ed marketingov\u00e9ho kan\u00e1lu vyv\u00e1\u017een\u011b<\/h2>\n

    Sna\u017e\u00edme se uk\u00e1zat, zda firma vyu\u017e\u00edv\u00e1 marketingov\u00fd kan\u00e1l (SEO, PPC, srovn\u00e1va\u010de zbo\u017e\u00ed, …) ide\u00e1ln\u011b – dle best practice p\u0159edn\u00edch specialist\u016f<\/a>. Zda pracuje ve v\u0161ech \u010d\u00e1stech vyv\u00e1\u017een\u011b – n\u011bkde „nep\u0159edb\u00edh\u00e1“ do p\u0159\u00edli\u0161 n\u00e1ro\u010dn\u00fdch a pokro\u010dil\u00fdch taktik (typicky technick\u00e9 vychyt\u00e1vky), kdy\u017e jinde nem\u00e1 hotov\u00e9 ani z\u00e1klady (obvykle vyhodnocov\u00e1n\u00ed p\u0159\u00ednosu).<\/p>\n

    P\u0159edstav\u00edme v\u00e1m to na p\u0159\u00edkladech projekt\u016f na sn\u00edmc\u00edch obrazovek Map (n\u00e1vod k Obrazovce map<\/a>). P\u0159\u00edklady jsou:<\/p>\n

      \n
    1. P\u0159eskakuj\u00ed k p\u0159\u00edli\u0161 pokro\u010dil\u00fdm taktik\u00e1m<\/li>\n
    2. M\u00e1lo vyzr\u00e1l\u00e9 SEO – za\u010d\u00ednaj\u00edc\u00ed projekt<\/li>\n
    3. B\u011b\u017e\u00edc\u00ed projekt s vyzr\u00e1l\u00fdmi PPC\u010dky<\/li>\n
    4. Zam\u011b\u0159en\u00ed jen na jedno t\u00e9ma a nedokon\u010den\u00fd audit PPC\u010dek<\/li>\n<\/ol>\n

      P\u0159eskakuj\u00ed k p\u0159\u00edli\u0161 pokro\u010dil\u00fdm taktik\u00e1m<\/h3>\n

      V r\u00e1mci oblasti Indexovatelnost webu v SEO je vid\u011bt, \u017ee v projektu se sp\u00ed\u0161e zam\u011b\u0159uj\u00ed na hodn\u011b pokro\u010dil\u00e9 techniky ze zralosti 4-6, ale nemaj\u00ed zvl\u00e1dnut\u00e9 ani z\u00e1kladn\u00ed \u00fakoly (zralosti 1-3)<\/p>\n

      \"P\u0159esko\u010den\u00e9<\/a><\/p>\n

      M\u00e1lo vyzr\u00e1l\u00e9 SEO – za\u010d\u00ednaj\u00edc\u00ed projekt<\/h3>\n

      U tohoto projektu je SEO sp\u00ed\u0161e na za\u010d\u00e1tku. Z\u00e1kladn\u00ed (must have) Oblasti se zralost\u00ed 1-2 nejsou dopracov\u00e1na (zelen\u00e9 = hotovo). Je v\u0161ak vid\u011bt, \u017ee se na tom pracuje (oran\u017eov\u00e1 = ak\u010dn\u00ed pl\u00e1n).<\/p>\n

      \"Za\u010d\u00e1te\u010dn\u00edk<\/a><\/p>\n

      B\u011b\u017e\u00edc\u00ed projekt s vyzr\u00e1l\u00fdmi PPC\u010dky<\/h3>\n

      Tento projekt m\u00e1 hotov\u00fd audit cel\u00e9ho PPC kan\u00e1lu. Hodn\u011b \u00fakol\u016f je hotov\u00fdch (zelen\u00e1), nebo se na nich bude pracovat (oran\u017eov\u00e1 a modr\u00e1).<\/p>\n

      \"Pokro\u010dil\u00fd<\/a><\/p>\n

      Zam\u011b\u0159en\u00ed jen na jedno t\u00e9ma a nedokon\u010den\u00fd audit PPC\u010dek<\/h3>\n

      V tomto uk\u00e1zkov\u00e9m projektu je vid\u011bt, \u017ee prob\u011bhl audit v\u0161ech PPC \u00fakol\u016f, a\u017e na t\u00e9ma Vyhodnocov\u00e1n\u00ed kampan\u00ed a \u010d\u00e1sti oblasti Typ\u016f kampan\u00ed.<\/p>\n

      Sou\u010dasn\u011b je vid\u011bt, \u017ee v t\u00e9matu Typ\u016f kampan\u00ed je odvedeno nejv\u00edce pr\u00e1ce, ale v\u011bt\u0161ina ostatn\u00edch Oblast\u00ed je t\u00e9m\u011b\u0159 nevy\u0159e\u0161en\u00e1.<\/p>\n

      \"Chyb\u00ed<\/a><\/p>\n

      Chceme pomoci agentur\u00e1m, pota\u017emo firm\u00e1m, zpracov\u00e1vat do projektu i taktiky, kter\u00e9 agentura nem\u00e1 je\u0161t\u011b sama ov\u011b\u0159en\u00e9 (ale jin\u00ed specialist\u00e9 ano), mo\u017en\u00e1 se h\u016f\u0159e vysv\u011btluj\u00ed m\u00e9n\u011b edukovan\u00e9mu mana\u017eerovi, ale do komplexn\u00edho vyu\u017eit\u00ed marketingov\u00e9ho kan\u00e1lu pat\u0159\u00ed. Na obr\u00e1zc\u00edch v\u00fd\u0161e vid\u00edte, kam by se m\u011bl projekt prim\u00e1rn\u011b zam\u011b\u0159it.<\/p><\/blockquote>\n

      Prot\u011b\u017eov\u00e1n\u00ed marketingov\u00fdch kan\u00e1l\u016f<\/h2>\n

      Jak moc pracujete na PPC versus na SEO? Nen\u00ed jeden kan\u00e1l nadhodnocen\u00fd a druh\u00fd podhodnocen\u00fd? <\/em><\/p>\n

      Vypo\u010d\u00edt\u00e1v\u00e1me Index zralosti projektu<\/strong>. Je to pomocn\u00e1 metrika, kter\u00e1 m\u00e1 \u0159\u00edci, jak\u00e9 procento „p\u0159\u00ednosn\u00fdch“ \u00fakol\u016f je v projektu Hotovo. (viz v\u00fdpo\u010det Indexu zralosti marketingu<\/a>)<\/p>\n

      Ka\u017ed\u00fd marke\u0165\u00e1k\/marke\u0165a\u010dka m\u00e1 sv\u00e9 preference. N\u011bkdo jede na v\u00fdkon, jin\u00fd m\u00e1 rad\u0161i p\u011bkn\u00e9 kampan\u011b. N\u011bkdo se vy\u017e\u00edv\u00e1 v rutin\u00e1ch a n\u011bkdo rad\u011bji zkou\u0161\u00ed st\u00e1le nov\u00e9 v\u011bci. Marketing firmy obvykle pot\u0159ebuje od v\u0161eho trochu. Stejn\u011b tak v\u011bt\u0161ina firem pot\u0159ebuje rozumn\u011b zapojit v\u00edce marketingov\u00fdch kan\u00e1l\u016f.\u00a0Na t\u0159ech uk\u00e1zk\u00e1ch uvid\u00edte, jak si r\u016fzn\u00e9 projekty vyu\u017e\u00edvaj\u00ed (prozat\u00edm) dva marketingov\u00e9 kan\u00e1ly.<\/p>\n

        \n
      1. Jedeme jen SEO a PPC n\u00e1s nezaj\u00edm\u00e1<\/li>\n
      2. Vyv\u00e1\u017een\u00e9 vyu\u017eit\u00ed v\u00edce kan\u00e1l\u016f<\/li>\n
      3. Prot\u011b\u017eov\u00e1n\u00ed jednoho kan\u00e1lu nad druh\u00fdm<\/li>\n<\/ol>\n

        Jedeme jen SEO a PPC n\u00e1s nezaj\u00edm\u00e1<\/h3>\n

        U tohoto projektu se s PPC\u010dkami nezab\u00fdvaj\u00ed, mo\u017en\u00e1 \u0159e\u0161\u00ed jen SEO. To obvykle nen\u00ed vhodn\u00e1 strategie. Sou\u010dasn\u011b SEO zat\u00edm nen\u00ed p\u0159\u00edli\u0161 vyzr\u00e1l\u00e9 (20 % indexu zralosti).<\/p>\n

         <\/p>\n

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

        Vyv\u00e1\u017een\u00e9 vyu\u017eit\u00ed v\u00edce kan\u00e1l\u016f<\/h3>\n

        Tento projekt m\u00e1 vyv\u00e1\u017een\u00e9 vyu\u017eit\u00ed PPC i SEO. Oba kan\u00e1ly u\u017e maj\u00ed vy\u0161\u0161\u00ed \u00farove\u0148 zralosti (SEO 34 %, PPC 41 %).<\/p>\n

        \"Vyv\u00e1\u017een\u00e9<\/a><\/p>\n

        Prot\u011b\u017eov\u00e1n\u00ed jednoho kan\u00e1lu nad druh\u00fdm<\/h3>\n

        Zde se z\u0159ejm\u011b pustili zejm\u00e9na do SEO (39 %), ale PPC\u010dka \u0159e\u0161\u00ed jen okrajov\u011b (PPC 14 %). M\u011bli by se pod\u00edvat na to, jak jsou PPC nastavena a zda maj\u00ed vy\u0159e\u0161eny \u00fakoly se zralost\u00ed 1-3.<\/p>\n

        \"Nevyv\u00e1\u017een\u00e9<\/a><\/p>\n

        Prot\u011b\u017eov\u00e1n\u00ed jednoho kan\u00e1lu nad dal\u0161\u00edmi dv\u011bmi<\/h3>\n

        \"T\u0159i<\/a>
        \n <\/p>\n

        V\u00fdvoj pr\u00e1ce na projektu v \u010dase<\/h2>\n

        Nov\u00e9 funkce v Dashboardu\u00a0 a Map\u011b ukazuj\u00ed, jak roste Zralost projektu, ale tak\u00e9 jak se \u00fakoly v map\u011b posouvaj\u00ed.<\/p>\n

          \n
        1. Zm\u011bny stavu \u00fakol\u016f na \u00farovni cel\u00e9ho projektu, nebo konkr\u00e9tn\u00ed mapy<\/li>\n
        2. V\u00fdpis konkr\u00e9tn\u00edch hotov\u00fdch \u00fakol\u016f za posledn\u00ed 2 m\u011bs\u00edce<\/li>\n
        3. Graf v\u00fdvoje Indexu zralosti projektu v SEO<\/li>\n<\/ol>\n

          Zm\u011bny stavu \u00fakol\u016f na \u00farovni cel\u00e9ho projektu, nebo konkr\u00e9tn\u00ed mapy<\/h3>\n

           <\/p>\n

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

          V\u00fdpis konkr\u00e9tn\u00edch hotov\u00fdch \u00fakol\u016f za posledn\u00ed 2 m\u011bs\u00edce<\/h3>\n

          \"V\u00fdpis<\/a><\/h3>\n

          Graf v\u00fdvoje Indexu zralosti projektu v SEO<\/h3>\n

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

          N\u00e1vody<\/h2>\n

          Pro detailn\u011bj\u0161\u00ed popis obrazovek si p\u0159e\u010dt\u011bte n\u00e1vod k Dashboardu a n\u00e1vod k Marketingov\u00e9 map\u011b (v\u010detn\u011b video n\u00e1vod\u016f).<\/p>\n

          N\u00e1vod pro obrazovku Mapy<\/a><\/p>\n

          N\u00e1vod pro Dashboard<\/a><\/p>\n

           <\/p>\n","protected":false},"excerpt":{"rendered":"

          Marketing mapy d\u011bl\u00e1me proto, abychom pomohli \u0159\u00eddit online marketing. C\u00edlem je, aby v\u00e1\u0161 marketing zr\u00e1l – pracovali jste na \u00fakolech od jednodu\u0161\u0161\u00edch ke slo\u017eit\u00fdm. Tak\u00e9 chceme umo\u017enit u\u0159\u00eddit v\u00edce marketingov\u00fdch kan\u00e1l\u016f z\u00e1rove\u0148 \u00a0tzv. cross-channel \u010di je\u0161t\u011b l\u00e9pe omni-channel. V praxi marketingov\u00fdch agentur vid\u00edme, \u017ee pracuj\u00ed zejm\u00e9na na tom, co dob\u0159e um\u00ed, vyd\u011bl\u00e1 jim to rychle pen\u00edze …<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[50],"class_list":["post-2921","post","type-post","status-publish","format-standard","hentry","category-clanky","tag-management","doporuceny"],"acf":[],"yoast_head":"\n\u0158\u00edd\u00edc\u00ed panel digit\u00e1ln\u00edho marketingu - Dashboardy, graf\u00ed\u010dky, kol\u00e1\u010de - Marketing Mapy<\/title>\n<meta name=\"description\" content=\"Marketing mapy d\u011bl\u00e1me proto, abychom pomohli \u0159\u00eddit online marketing. 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