{"id":3267,"date":"2021-02-01T11:53:21","date_gmt":"2021-02-01T10:53:21","guid":{"rendered":"https:\/\/www.marketingmapy.com\/?p=3267"},"modified":"2022-05-18T14:58:20","modified_gmt":"2022-05-18T12:58:20","slug":"honza-nedved-jak-ridi-agenturu-inizio","status":"publish","type":"premium","link":"https:\/\/www.marketingmapy.com\/cs\/honza-nedved-jak-ridi-agenturu-inizio\/","title":{"rendered":"Honza Nedv\u011bd: Jak \u0159\u00edd\u00ed agenturu Inizio"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-rich is-provider-obsluzna-rutina-kodu-pro-vlozeni wp-block-embed-obsluzna-rutina-kodu-pro-vlozeni wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Honza Nedv\u011bd, jak \u0159\u00edd\u00ed agenturu Inizio\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/fDLPWmIOeZw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">P\u0159epis rozhovoru:<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jan-nedved-1709a88\/\">Honza Nedv\u011bd<\/a>, CEO a&nbsp;spolumajitel <a href=\"http:\/\/www.inizio.cz\/\">Inizio<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak je Inizio velk\u00e1 agentura a&nbsp;jak dlouho jste na trhu?<\/h3>\n\n\n\n<p>My jsme zalo\u017eili Inizio n\u011bkdy v&nbsp;roce 2006, tak\u017ee je to 15 let, dnes je n\u00e1s okolo 70, z&nbsp;\u010deho\u017e \u010d\u00e1st na\u0161\u00ed firmy je vylo\u017een\u011b marketingov\u00e1 agentura, a&nbsp;\u010d\u00e1st firmy jsou v\u00fdvoj\u00e1\u0159i nebo lidi, kte\u0159\u00ed pracuj\u00ed v&nbsp;jin\u00fdch firm\u00e1ch, kter\u00e9 pod n\u00e1s spadaj\u00ed, co\u017e jsou t\u0159eba i&nbsp;e-shopy. Nicm\u00e9n\u011b skoro v\u0161echno se to\u010d\u00ed okolo internetu a&nbsp;marketingu.<br><\/p>\n\n\n\n<!--more-->\n\n\n\n<h3 class=\"wp-block-heading\">Co v&nbsp;agenturn\u00ed \u010d\u00e1sti nab\u00edz\u00edte na slu\u017eby a&nbsp;komu?<\/h3>\n\n\n\n<p>My nab\u00edz\u00edme pomoc mal\u00fdm a&nbsp;st\u0159edn\u00edm podnikatel\u016fm hlavn\u011b, s&nbsp;t\u00edm, aby d\u00edky internetu vyd\u011bl\u00e1vali v\u00edc pen\u011bz a&nbsp;z\u00edskali nov\u00e9 z\u00e1kazn\u00edky. Anebo p\u0159\u00edpadn\u011b aby ze st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f dostali v\u00edc tr\u017eeb, v\u00edc objedn\u00e1vek.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tak\u017ee je hodn\u011b na st\u0159edn\u00ed a&nbsp;men\u0161\u00ed podnikatele?<\/h3>\n\n\n\n<p>Specializace, pokud specializace znamen\u00e1, \u017ee t\u011bmhle lidem um\u00edme nejv\u00edc pomoci, tak ano.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e9 nab\u00edz\u00edte slu\u017eby, p\u0159es kter\u00e9 sh\u00e1n\u00edte klient\u016fm objedn\u00e1vky?<\/h3>\n\n\n\n<p>Nejjednodu\u0161\u0161\u00ed &#8211; a&nbsp;s&nbsp;t\u011bmi za\u010d\u00edn\u00e1me &#8211; to, co m\u016f\u017ee lidem nejsn\u00e1ze pomoci dos\u00e1hnout tohoto c\u00edle, je z&nbsp;m\u00e9 zku\u0161enosti kombinace reklamy na Facebooku a&nbsp;na Googlu. Potom p\u0159\u00edprava jednoduch\u00fdch \u201ckonverze\u201d, tzn.&nbsp;p\u0159ist\u00e1vac\u00edch konverzn\u00edch str\u00e1nek, kter\u00e9 t\u011bm z\u00e1kazn\u00edk\u016fm generuj\u00ed bu\u010f leady, nebo popt\u00e1vky, nebo rovnou prodeje a&nbsp;transakce.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Popi\u0161 pros\u00edm v\u00fdvoj va\u0161\u00ed agentury za posledn\u00ed roky.<\/h3>\n\n\n\n<p>My jsme za\u010dali hodn\u011b rychle r\u016fst zhruba p\u0159ed 2 &#8211; 3 roky. Ne n\u00e1hodou. Ale d\u00edky tomu, \u017ee jsme se sami po\u0159\u00e1dn\u011b nau\u010dili ten marketing d\u011blat. Proto\u017ee &#8211; to budi\u017e i&nbsp;moje p\u0159izn\u00e1n\u00ed &#8211; j\u00e1 se marketingem \u017eiv\u00edm hodn\u011b dlouho. Hodn\u011b dlouho vyd\u011bl\u00e1v\u00e1m pen\u00edze na tom, \u017ee lidem prod\u00e1v\u00e1m bu\u010f weby nebo internetov\u00fd marketing, ale tak do roku 2016 &#8211; 2017 jsem to&nbsp; neum\u011bl d\u011blat, minim\u00e1ln\u011b ne v\u00fdjime\u010dn\u011b, dob\u0159e. P\u0159ed 3-4 roky jsme p\u0159i\u0161li na knowhow, na na\u0161e &#8222;aha&#8220;. Okolo toho se asi dnes budu v\u00edc motat, tak se omlouv\u00e1m. Podle m\u011b je to zaj\u00edmav\u00e9, a&nbsp;to je pr\u00e1v\u011b okam\u017eik, kdy jsme objevili, \u017ee marketing je mnohem jednodu\u0161\u0161\u00ed, kdy\u017e se do toho v\u00edc zapoj\u00ed ta hra s&nbsp;tou p\u0159ist\u00e1vac\u00ed str\u00e1nkou, s&nbsp;t\u00edm tzv.&nbsp;trycht\u00fd\u0159em. To umo\u017enilo na\u0161\u00ed firm\u011b prakticky za 3-4 roky vyr\u016fst o&nbsp;4000%. Na\u0161e agentura se n\u00e1m rozrostla z&nbsp;p\u00e1r lid\u00ed na 70. Tak\u017ee my jsme te\u010f ve f\u00e1zi, kdy hodn\u011b rosteme. Situace, kter\u00e1 se stala v&nbsp;roce 2020, kterou v\u0161ichni zn\u00e1me, tak to samoz\u0159ejm\u011b urychlila. Kdy\u017e se zav\u0159e offline ekonomika a&nbsp;p\u0159esunou se pen\u00edze do online, tak firmy, kter\u00e9 se staraj\u00ed o&nbsp;online \u010d\u00e1st businessu, by samoz\u0159ejm\u011b m\u011bly m\u00edt v\u00edc pr\u00e1ce. Co\u017e my m\u00e1me taky. Tak\u017ee ten po\u010det z\u00e1kazn\u00edk\u016f se n\u00e1m b\u011bhem roku 2020 tak\u00e9 hodn\u011b rychle rozrostl. Vyrostli jsme skoro o&nbsp;100% b\u011bhem roku 2020.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak z\u00edsk\u00e1v\u00e1te va\u0161e mal\u00e9 a&nbsp;st\u0159edn\u00ed klienty?<\/h3>\n\n\n\n<p>Je to prakticky v\u017edycky mimo n\u00e1\u0161 web. My nevedeme v\u016fbec \u017e\u00e1dn\u00e9 lacin\u00e9 reklamy na na\u0161e webov\u00e9 str\u00e1nky. Tak\u00e9 dneska z\u00edsk\u00e1v\u00e1me hodn\u011b z\u00e1kazn\u00edk\u016f organicky, proto\u017ee jsme si n\u011bjak\u00e9 pov\u011bdom\u00ed o&nbsp;sob\u011b vybudovali. Ka\u017edop\u00e1dn\u011b to je n\u011bco, co bych rozhodn\u011b men\u0161\u00edm agentur\u00e1m, pokud m\u011b poslouchaj\u00ed, nedoporu\u010doval, pokud cht\u011bj\u00ed r\u016fst rychleji.<\/p>\n\n\n\n<p>Ten rychl\u00fd r\u016fst, to co n\u00e1m umo\u017enilo tyhlety stovky nebo tis\u00edce % r\u016fstu, je jenom d\u00edky tomu, \u017ee my jsme za\u010dali zv\u00e1t na\u0161e potenci\u00e1ln\u00ed z\u00e1kazn\u00edky na tzv.&nbsp;trycht\u00fd\u0159e. Ta \u00favaha je takov\u00e1, \u017ee lidi, kte\u0159\u00ed pot\u0159ebuj\u00ed internetov\u00fd marketing, ve skute\u010dnosti nepot\u0159ebuj\u00ed internetov\u00fd marketing. To je stejn\u00e9, jako kdy\u017e n\u011bkdo si chce koupit h\u0159eb\u00edk, ale ve skute\u010dnosti nepot\u0159ebuje h\u0159eb\u00edk. Co by s&nbsp;h\u0159eb\u00edkem d\u011blal, to se na n\u011bj bude\u0161 d\u00edvat nebo ho olizovat&#8230; Ti lid\u00e9 si pot\u0159ebuj\u00ed p\u0159ib\u00edt h\u0159eb\u00edkem obr\u00e1zek na st\u011bnu. A&nbsp;internetov\u00fd marketing je taky takov\u00fd h\u0159eb\u00edk, kter\u00fd pom\u00e1h\u00e1 firm\u00e1m, aby z\u00edskali nov\u00e9 z\u00e1kazn\u00edky. Aby vyd\u011blali v\u00edc pen\u011bz a&nbsp;v\u00edc se jim da\u0159ilo a&nbsp;nemuseli se nervovat tolik s&nbsp;t\u00edm, jestli p\u0159\u00ed\u0161t\u00ed m\u011bs\u00edc budou m\u00edt na faktury. Tohle je n\u011bco, co my jsme za\u010dali komunikovat. Prost\u0159ednictv\u00edm webu &#8211; web je prezentace, vizitka. Tam pozve\u0161 n\u011bkoho, kdo u\u017e t\u011b trochu zn\u00e1, s&nbsp;k\u00fdm ses t\u0159eba potkal a&nbsp;ten \u010dlov\u011bk chce n\u011bco v\u00edce zjistit o&nbsp;tob\u011b, tak budi\u017e.<\/p>\n\n\n\n<p>Ale pokud potk\u00e1\u0161 potenci\u00e1ln\u00edho z\u00e1kazn\u00edka, kter\u00fd t\u011b v\u016fbec nezn\u00e1, tak ty ho nezaj\u00edm\u00e1\u0161. Jeho zaj\u00edm\u00e1 jeho vlastn\u00ed probl\u00e9m, a&nbsp;ten je velmi \u010dasto &#8222;j<i>\u00e1 nem\u00e1m z\u00e1kazn\u00edky, j\u00e1 m\u00e1m mal\u00fd konverzn\u00ed pom\u011br, m\u016fj e-shop nevyd\u011bl\u00e1v\u00e1 pen\u00edze<\/i>&#8222;. A&nbsp;ty funnely, ty trycht\u00fd\u0159e, ty konverzky, kter\u00e9 my pou\u017e\u00edv\u00e1me a&nbsp;na kter\u00e9 vedeme placenou reklamu. Tomu \u010dlov\u011bku nab\u00edz\u00ed odpov\u011b\u010f na tyhle ot\u00e1zky, za n\u011bco zaj\u00edmav\u00e9ho, nap\u0159.&nbsp;v\u00fdm\u011bnou za jeho kontaktn\u00ed \u00fadaje. Kdy\u017e z\u00edsk\u00e1me jeho \u00fadaje, poskytneme mu n\u011bjakou s\u00e9rii materi\u00e1lu, kter\u00e9 jsou zdarma, vzd\u011bl\u00e1v\u00e1me ho a&nbsp;d\u00e1me mu materi\u00e1ly, a&nbsp;to je d\u016fle\u017eit\u00e9, kter\u00e9 m\u016f\u017ee vyu\u017e\u00edt, i&nbsp;kdy\u017e se rozhodne, \u017ee si nebude cht\u00edt domluvit v\u016fbec \u017e\u00e1dnou spolupr\u00e1ci s&nbsp;Iniziem.<\/p>\n\n\n\n<p>Ten d\u016fvod, pro\u010d to funguje, pro\u010d n\u00e1m t\u00edmhle zp\u016fsobem p\u0159ist\u00e1v\u00e1 velk\u00e9 mno\u017estv\u00ed z\u00e1kazn\u00edk\u016f, je, \u017ee se opravdu sna\u017e\u00edme, aby ti lid\u00e9 od n\u00e1s dostali i&nbsp;zdarma v\u0161echno, co pot\u0159ebuj\u00ed, pokud by si cht\u011bli t\u0159eba internetov\u00fd marketing sami, bez jak\u00e9koliv agentury. A&nbsp;spoustu \u0161ikovn\u00fdch lid\u00ed, kte\u0159\u00ed si od n\u00e1s ty materi\u00e1ly nastahuj\u00ed, pak skute\u010dn\u011b agenturu nepot\u0159ebuje.<\/p>\n\n\n\n<p>Ur\u010dit\u00e9 procento t\u011bch lid\u00ed se ale rozhodne, \u017ee se cht\u011bj\u00ed soust\u0159edit na n\u011bco jin\u00e9ho ne\u017e na marketing a&nbsp;cht\u011bli by si tu slu\u017ebu objednat od n\u011bkoho, kdo tomu rozum\u00ed. A&nbsp;tak maj\u00ed dv\u011b varianty: bu\u010f p\u016fjdou na Google a&nbsp;vyhledaj\u00ed kl\u00ed\u010dov\u00e9 slovo &#8222;internetov\u00fd marketing&#8220;, najdou si 5 nebo 10 agentur a&nbsp;budou si tendrovat, anebo mo\u017en\u00e1 u\u017e existuje n\u011bkdo, komu v\u011b\u0159\u00ed. A&nbsp;oni t\u0159eba uv\u011b\u0159\u00ed tomu, kdo u\u017e jim &#8211; j\u00e1 nechci \u0159\u00edkat nezi\u0161tn\u011b &#8211; ale do t\u00e9 doby zadarmo pomohl. A&nbsp;pak n\u00e1s ti lidi velmi \u010dasto popt\u00e1vaj\u00ed a&nbsp;\u017e\u00e1dn\u00fd tendr se nekon\u00e1, proto\u017ee v\u011bd\u00ed, \u017ee cht\u011bj\u00ed n\u00e1s.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Z\u00edsk\u00e1vaj\u00ed tak klienty i&nbsp;jin\u00e9 agentury?<\/h3>\n\n\n\n<p>J\u00e1 nesleduju jin\u00e9 agentury, nev\u00edm, co d\u011blaj\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak jste z\u00edsk\u00e1vali klienty d\u0159\u00edve? Prob\u00edhal marketing jinak?<\/h3>\n\n\n\n<p>P\u0159edt\u00edm jsme to d\u011blali hloup\u011b. D\u011blali jsme PPC na Facebooku a&nbsp;na Googlu. Reklamy \u0159\u00edkaly <i>&#8222;Tady jsme my, Inizio, my m\u00e1me takov\u00e9hle certifik\u00e1ty, jsme specialist\u00e9 na FB, m\u00e1me Blueprint, m\u00e1me&nbsp; Google AdWords certifik\u00e1t, m\u00e1me Google Analytics certifik\u00e1t, pod\u00edvejte se, kolik m\u00e1me lid\u00ed, jac\u00ed jsme pa\u0161\u00e1ci a&nbsp;co m\u00e1me v\u0161echno za sebou<\/i>&#8222;. To nefunguje ale na z\u00e1kazn\u00edky, kte\u0159\u00ed t\u011b neznaj\u00ed. To je takov\u00e9 vychlouba\u010dn\u00e9, sp\u00ed\u0161 na ego majitele. Kdy\u017e jsem si navrhoval ten web, tak jsem si \u0159\u00edkal &#8222;jsme dob\u0159\u00ed, m\u011bli bychom tam uv\u00e9st v\u0161e, na co jsme hrd\u00ed&#8220;.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V sou\u010dasn\u00e9m modelu m\u00e1te prodej automatizovan\u00fd, nebo m\u00e1te obchodn\u00edky, kte\u0159\u00ed obvol\u00e1vaj\u00ed klienty?<\/h3>\n\n\n\n<p>My ned\u011bl\u00e1me \u017e\u00e1dn\u00fd aktivn\u00ed obchod. Ti z\u00e1kazn\u00edci si navol\u00e1vaj\u00ed n\u00e1s. Anebo m\u00e1me i&nbsp;automatick\u00fd panel, kde si u\u017eivatel m\u016f\u017ee objednat na\u0161i slu\u017ebu kompletn\u011b, bez jak\u00e9hokoliv styku s&nbsp;\u017eiv\u00fdm \u010dlov\u011bkem, na z\u00e1klad\u011b n\u011bjak\u00e9ho prodejn\u00edho vysv\u011btlovac\u00edho videa, kter\u00e9 trv\u00e1 asi p\u016fl hodiny. Pak m\u016f\u017eou napojit svou platebn\u00ed kartu a&nbsp;ta jim potom m\u011bs\u00ed\u010dn\u011b strh\u00e1v\u00e1 fee za na\u0161e slu\u017eby.<\/p>\n\n\n\n<p>Je to trycht\u00fd\u0159, kter\u00fd jsme nastavili p\u0159ed 2,5 lety zhruba a&nbsp;od t\u00e9 doby funguje s&nbsp;drobn\u00fdmi iteracemi po\u0159\u00e1d bez jak\u00e9holiv z\u00e1sahu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00fd m\u00e1te pod\u00edl z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed nepot\u0159ebuj\u00ed obchodn\u00edka?<\/h3>\n\n\n\n<p>6%.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u016f\u017ee\u0161 popsat obchodn\u00ed proces?<\/h3>\n\n\n\n<p>Ano, ti z\u00e1kazn\u00edci si vybookuj\u00ed \u010das, kter\u00fd se jim hod\u00ed, p\u0159es automatick\u00fd kalend\u00e1\u0159, kter\u00fd je napojen na kalend\u00e1\u0159e na\u0161ich koleg\u016f, a&nbsp;kdy\u017e se spoj\u00ed s&nbsp;na\u0161im specialistou, tak b\u011bhem telefon\u00e1tu si domluv\u00ed nebo nedomluv\u00ed tu pr\u00e1ci. Ten specialista je obchodn\u00edk, kter\u00fd vede rozhovor. Nenab\u00edz\u00ed z\u00e1kazn\u00edkovi mo\u017enosti, nab\u00edz\u00ed jednu mo\u017enost. Nab\u00edz\u00ed mo\u017enost ud\u011blat reklamu a&nbsp;internetov\u00fd marketing, kter\u00fd tomu z\u00e1kazn\u00edkovi pom\u016f\u017ee vyd\u011blat nejv\u00edc.&nbsp; V\u0161ichni z\u00e1kazn\u00edci cht\u011bj\u00ed stejnou mo\u017enost. V\u0161ichni se cht\u011bj\u00ed dostat do lep\u0161\u00edho zisku s&nbsp;reklamou. P\u0159es r\u016fzn\u00e9 kan\u00e1ly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kter\u00e9 hlavn\u00ed slu\u017eby nab\u00edz\u00edte pro mal\u00e9 a&nbsp;st\u0159edn\u00ed klienty? FB Ads, Google Ads?<\/h3>\n\n\n\n<p>To jsou hlavn\u00ed, kter\u00e9 d\u011bl\u00e1me, proto\u017ee jsou nejjednodu\u0161\u0161\u00ed. Sna\u017e\u00edme se \u0159\u00eddit Paretov\u00fdm principem. Kdy\u017e zjist\u00edme, \u017ee jednou cestou jsme schopni vygenerovat za 20&nbsp;% pr\u00e1ce 80&nbsp;% v\u00fdsledk\u016f, tak se rozhodneme, \u017ee do t\u00e9to cesty budeme v\u011bnovat 100% pr\u00e1ce a&nbsp;ne 20%.<\/p>\n\n\n\n<p>U velk\u00fdch firem d\u00e1v\u00e1 \u0161irok\u00fd marketingov\u00fd mix smysl. J\u00e1 m\u00e1m toti\u017e zku\u0161enost, \u017ee u&nbsp;mal\u00fdch a&nbsp;st\u0159edn\u00edch podnikatel\u016f je mo\u017enost vy\u0161k\u00e1lovat jejich firmu jen jedn\u00edm kan\u00e1lem, a\u0165 u\u017e je to Facebook nebo Google, mnohem v\u011bt\u0161\u00ed, ne\u017e si ti podnikatel\u00e9 p\u0159edstavuj\u00ed. Firma m\u016f\u017ee utr\u00e1cet na FB klidn\u011b 15-20.000&nbsp;K\u010d denn\u011b a&nbsp;zdaleka nenaraz\u00ed na limity, kter\u00e9 m\u016f\u017ee z&nbsp;toho jednoho kan\u00e1lu vyd\u011bl\u00e1vat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Nab\u00edz\u00edte i&nbsp;dal\u0161\u00ed slu\u017eby, jin\u00e9 kan\u00e1ly nebo je to skute\u010dn\u011b specializace na tento placen\u00fd traffic?<\/h3>\n\n\n\n<p>My nab\u00edz\u00edme celou \u0161k\u00e1lu kan\u00e1l\u016f v\u010detn\u011b SEO, emailov\u00e9ho marketingu atd.. M\u00e1me i&nbsp;z\u00e1kazn\u00edky korpor\u00e1tn\u00ed, tak\u017ee tyhle v\u011bci mus\u00edme d\u011blat. Ka\u017edop\u00e1dn\u011b i&nbsp;t\u011bm se v\u017edycky sna\u017e\u00edme vysv\u011btlit, aby se soust\u0159edili hlavn\u011b na ty v\u011bci, kter\u00e9 m\u011b\u0159iteln\u011b p\u0159in\u00e1\u0161\u00ed nejv\u00edc zisku.<\/p>\n\n\n\n<p>Druh\u00e1 v\u011bc je, \u017ee vzhledem k&nbsp;tomu, \u017ee 90% na\u0161ich aktivit sm\u011b\u0159uje opravdu k&nbsp;FB, ke Googlu, p\u0159\u00edpadn\u011b k&nbsp;emailingu, tak ty ostatn\u00ed v\u011bci nem\u016f\u017eeme d\u011blat dob\u0159e. \u010cemu se \u010dlov\u011bk dostate\u010dn\u011b nev\u011bnuje, v&nbsp;tom nem\u016f\u017ee b\u00fdt dobr\u00fd.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Je\u0161t\u011b jsi nezm\u00ednil Sklik, nev\u00edm, jestli z\u00e1m\u011brn\u011b, nebo jestli ho opravdu nenab\u00edz\u00edte.<\/h3>\n\n\n\n<p>Samoz\u0159ejm\u011b ho nab\u00edz\u00edte, te\u010f se omlouv\u00e1m Seznamu.cz. Moc si nepamatuji, kdy naposled jsem v&nbsp;posledn\u00edm roce sly\u0161el od sv\u00fdch koleg\u016f a&nbsp;kolegy\u0148, \u017ee se na Skliku n\u011bco super povedlo. A\u0165 jsem f\u00e9r &#8211; my ho nejsp\u00ed\u0161 neum\u00edme.<\/p>\n\n\n\n<p>Jedna z&nbsp;v\u011bc\u00ed, kter\u00e1 se v&nbsp;tom marketingov\u00e9m sv\u011bt\u011b hodn\u011b posledn\u00ed dobou m\u011bn\u00ed a&nbsp;zm\u011bnila, je \u017ee algoritmy Google a&nbsp;Facebooku jsou chyt\u0159ej\u0161\u00ed ka\u017ed\u00fdm dnem a&nbsp;tu pr\u00e1ci, kterou my jsme jako specialisti d\u011blali. Co j\u00e1 si pamatuji t\u0159eba v&nbsp;roce 2014, hodn\u011b byla o&nbsp;tom, \u017ee jsme hodn\u011b technicky rozum\u011bli t\u011bm syst\u00e9m\u016fm a&nbsp;byli jsme to schopni naklikat tak, aby ty reklamy fungovaly. A&nbsp;dneska kdy\u017e si na webov\u00e9 str\u00e1nky vlo\u017e\u00ed\u0161 pixel nebo GoogleAds k\u00f3d a&nbsp;nech\u00e1\u0161 ty syst\u00e9my, aby ti m\u011b\u0159ily konverze, tak ten algoritmus za chvili\u010dku za\u010dne tu reklamu optimalizovat v\u00edc, ne\u017e ty jsi schopn\u00fd naklikat. Alespo\u0148 u&nbsp;t\u011bch men\u0161\u00edch \u00fatrat, z&nbsp;moj\u00ed zku\u0161enosti.<\/p>\n\n\n\n<p>Najednou ta discipl\u00edna u\u017e se p\u0159esouv\u00e1 z&nbsp;nastavov\u00e1n\u00ed reklamy na tvorbu reklamy. Na to, jestli reklama m\u00e1 dobr\u00fd titulek a&nbsp;obr\u00e1zek, jestli m\u00e1 p\u0159ist\u00e1vac\u00ed str\u00e1nka dobr\u00fd nadpis a&nbsp;je tam dobr\u00fd p\u0159\u00edb\u011bh. T\u00edm p\u00e1dem to, co na\u0161i kolegov\u00e9 a&nbsp;kolegyn\u011b na Iniziu za\u010d\u00ednaj\u00ed d\u011blat \u010d\u00edm d\u00e1l v\u00edc, je, \u017ee p\u0159idan\u00e1 hodnota nen\u00ed v&nbsp;porozum\u011bn\u00ed toho, jak se obsluhuje FB Business manager nebo GoogleAds. Ale my je hlavn\u011b u\u010d\u00edme &#8211; a&nbsp;na to se soust\u0159ed\u00edme letos \u00fapln\u011b maxim\u00e1ln\u011b &#8211; textovat a&nbsp;p\u0159ipravovat reklamy a&nbsp;p\u0159ist\u00e1vac\u00ed str\u00e1nky. Proto\u017ee v&nbsp;tom je koneckonc\u016f ta p\u0159idan\u00e1 hodnota, kterou po\u010d\u00edta\u010de je\u0161t\u011b minim\u00e1ln\u011b n\u011bkolik let nebudou schopny nahradit a&nbsp;dorovnat to, co um\u00edme my jako lid\u00e9. Zat\u00edmco to technick\u00e9 nastavov\u00e1n\u00ed reklam, tam u\u017e ty po\u010d\u00edta\u010de podle m\u011b dneska jsou lep\u0161\u00ed ne\u017e my.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Da\u0159\u00ed se z\u00edskat sou\u010dinnost klienta p\u0159i tvorb\u011b reklamn\u00edch inzer\u00e1t\u016f, popisk\u016f, fotku?<\/h3>\n\n\n\n<p>Nejlep\u0161\u00ed by bylo, kdyby to klient ud\u011blal \u00fapln\u011b s\u00e1m, proto\u017ee pokud jsem podnikatel, majitel firmy a&nbsp;d\u011bl\u00e1m t\u0159eba 10 let se sv\u00fdmi z\u00e1kazn\u00edky, tak t\u011b\u017eko marketingov\u00fd specialista b\u011bhem n\u011bkolika t\u00fddn\u016f pochop\u00ed l\u00edp m\u00e9 z\u00e1kazn\u00edky, ne\u017e j\u00e1. Tzn.&nbsp;ide\u00e1ln\u00ed by bylo, kdyby si to natextoval s\u00e1m ten majitel.<\/p>\n\n\n\n<p>Samoz\u0159ejm\u011b z\u00e1kazn\u00edci si n\u00e1s plat\u00ed, abychom \u010d\u00e1st t\u00e9 pr\u00e1ce ud\u011blali za n\u011b. Tak\u017ee sou\u010d\u00e1st toho, co d\u011bl\u00e1me, je hodn\u011b psan\u00ed, a\u0165 jsou to maily, reklamy nebo p\u0159ist\u00e1vac\u00ed str\u00e1nky. Ty si nech\u00e1v\u00e1me potom od z\u00e1kazn\u00edk\u016f n\u011bjak posv\u011btit.<\/p>\n\n\n\n<p>Ide\u00e1ln\u00ed je sou\u010dinnost, tak\u017ee my z\u00e1kazn\u00edkovi polo\u017e\u00edme ot\u00e1zky prost\u0159ednictv\u00edm dotazn\u00edku, sna\u017e\u00edme se, aby n\u00e1m toho napsal co nejv\u00edc, ale ve v\u00fdsledku ta zodpov\u011bdnost za to, \u017ee reklamy budou fungovat, je na\u0161e.<\/p>\n\n\n\n<p>My tu nejsme od toho, abychom tla\u010dili z\u00e1kazn\u00edka, aby toho co nejv\u00edc ud\u011blal. Samoz\u0159ejm\u011b pokud n\u00e1m bude ochotn\u00fd pomoct, tak je to super a&nbsp;v\u011bt\u0161inou to vede k&nbsp;lep\u0161\u00edm reklam\u00e1m. Ale pokud ten z\u00e1kazn\u00edk se rozhodne, \u017ee se tomu v\u011bnovat nechce a&nbsp;nem\u00e1 na to \u010das, tak si to mus\u00edme ud\u011blat sami.<\/p>\n\n\n\n<p>P\u0159\u00edpadn\u011b si od toho z\u00e1kazn\u00edky vz\u00edt tel. \u010d\u00edsla na jeho z\u00e1kazn\u00edky, ty obvolat a&nbsp;to je jedna z&nbsp;velmi d\u016fle\u017eit\u00fdch v\u011bc\u00ed. Bohu\u017eel spoustu lid\u00ed ji ned\u011bl\u00e1. I&nbsp;u&nbsp;n\u00e1s na firm\u011b. Proto tla\u010d\u00edme, abychom se zlep\u0161ovali. Mus\u00edme mluvit s&nbsp;lidmi, kte\u0159\u00ed si kupuj\u00ed to, co prod\u00e1v\u00e1\u0161. J\u00e1 to pozn\u00e1m i&nbsp;s\u00e1m na sob\u011b, \u017ee to, co d\u011bl\u00e1m, d\u011bl\u00e1m 20 let, ale v\u017edycky kdy\u017e jednou za \u010das zvednu telefon a&nbsp;zavol\u00e1m na\u0161im z\u00e1kazn\u00edk\u016fm, tak se v\u017edy dozv\u00edm n\u011bco nov\u00e9ho, pro\u010d oni si kupujou to, co si kupujou, jak\u00e1 je jejich motivace, kter\u00e1 m\u011b t\u0159eba ani nenapadla.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dramaticky jste vyrostli a&nbsp;t\u00edm vznik\u00e1 obrovsk\u00e1 pot\u0159eba vzd\u011bl\u00e1v\u00e1n\u00ed velk\u00e9ho po\u010dtu nov\u00fdch lid\u00ed. Jak\u00fd m\u00e1te proces vzd\u011bl\u00e1v\u00e1n\u00ed?<\/h3>\n\n\n\n<p>Nab\u00edr\u00e1me lidi na z\u00e1klad\u011b toho, jestli jsou inteligentn\u00ed a&nbsp;jestli jsou pracovit\u00ed, to je pro n\u00e1s d\u016fle\u017eit\u011bj\u0161\u00ed, ne\u017e jestli maj\u00ed zku\u0161enosti s&nbsp;marketingem. Jak jsem \u0159\u00edkal, to technick\u00e9 nastaven\u00ed kampan\u00ed je \u010d\u00edm d\u00e1l t\u00edm jednodu\u0161\u0161\u00ed, a&nbsp;my m\u00e1me celkem propracovan\u00fd vzd\u011bl\u00e1vac\u00ed program, jako je koneckonc\u016f i&nbsp;kurz, kter\u00fd mo\u017en\u00e1 zn\u00e1\u0161, Inizio akademie, kter\u00fd si m\u016f\u017ee kupovat ve\u0159ejnost. M\u00e1me n\u011bco v&nbsp;podobn\u00e9m duchu, ale rozs\u00e1hlej\u0161\u00ed a&nbsp;intern\u00ed, pro na\u0161e lidi.<\/p>\n\n\n\n<p>My jsme dneska schopni najmout juniora, \u010dlov\u011bka bez zku\u0161enost\u00ed, t\u00edmhle programem ho za p\u00e1r m\u011bs\u00edc\u016f prot\u00e1hnout tak, \u017ee je pak schopen se postarat o&nbsp;z\u00e1kazn\u00edka l\u00edp, ne\u017e \u010dlov\u011bk, kter\u00fd pracuje v&nbsp;marketingu klidn\u011b n\u011bkolik let. A&nbsp;tohle m\u00e1m kvantitativn\u011b podlo\u017een\u00e9, proto\u017ee my experiment\u00e1ln\u011b m\u00e1me data, jak u&nbsp;n\u00e1s pracuj\u00ed lidi, kte\u0159\u00ed do Inizia p\u0159e\u0161li z&nbsp;jin\u00fdch agentur.<\/p>\n\n\n\n<p>Pr\u016fm\u011brn\u00e1 ztr\u00e1tovost, pr\u016fm\u011brn\u00fd v\u00fdsledek, jak jsou ti na\u0161i zam\u011bstnanci schopni udr\u017eet z\u00e1kazn\u00edky, co\u017e je pro m\u011b kl\u00ed\u010dov\u00e1 metrika podle kter\u00e9 hodnot\u00edm, zda jsou dob\u0159\u00ed nebo \u0161patn\u00ed market\u00e9\u0159i, vych\u00e1z\u00ed l\u00edp u&nbsp;\u00fapln\u00fdch nov\u00e1\u010dk\u016f, kte\u0159\u00ed jsou inteligentn\u00ed a&nbsp;pracovit\u00ed a&nbsp;pro\u0161li p\u00e1r m\u011bs\u00edci tohohle bootcampu, ne\u017e u&nbsp;lid\u00ed, kte\u0159\u00ed p\u0159e\u0161li z&nbsp;marketingov\u00e9ho sv\u011bta do Inizia a&nbsp;m\u011bli t\u0159eba 2 roky zku\u0161enost\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Metrika ztracen\u00e9ho klienta pro zam\u011bstnance mi p\u0159ijde hodn\u011b zaj\u00edmav\u00e1.<\/h3>\n\n\n\n<p>To je nejd\u016fle\u017eit\u011bj\u0161\u00ed metrika pro jakoukoliv agenturu. V\u0161em agentur\u00e1m doporu\u010duji, aby se nad t\u00edmto zamyslely, proto\u017ee my m\u016f\u017eeme hodnotit NPS hodnocen\u00ed z\u00e1kazn\u00edk\u016f, jestli n\u00e1m klikne od 1 do 10, jestli n\u00e1m d\u00e1 vypln\u011bn\u00fd dotazn\u00edk a&nbsp;formul\u00e1\u0159 (co\u017e n\u011bjak artikuluje, jestli je spokojen\u00fd nebo nen\u00ed), ale ve skute\u010dnosti pohybujeme se v&nbsp;ekonomice a&nbsp;slu\u017eby se oce\u0148uj\u00ed pen\u011bzi. Podle m\u011b nejf\u00e9rov\u011bj\u0161\u00ed ukazatel toho, jestli d\u011bl\u00e1\u0161 dobrou agenturn\u00ed pr\u00e1ci pro z\u00e1kazn\u00edka, je, jestli je z\u00e1kazn\u00edk ochoten za ni opakovan\u011b platit dal\u0161\u00ed a&nbsp;dal\u0161\u00ed m\u011bs\u00edc. Nejlep\u0161\u00ed ukazatel bin\u00e1rn\u00ed, jestli to d\u011bl\u00e1\u0161 dob\u0159e nebo ne, je jestli je vystaven\u00e1 dal\u0161\u00ed faktura. Proto\u017ee lidi si samoz\u0159ejm\u011b pohl\u00eddaj\u00ed sv\u00e9 pen\u00edze. Oni ti m\u016f\u017eou do dotazn\u00edku odklikat, \u017ee jsi hrozn\u011b \u0161ikovn\u00fd a&nbsp;fajn kluk, ale kdy\u017e jim nevyd\u011bl\u00e1\u0161 ty pen\u00edze a&nbsp;kdy\u017e ta slu\u017eba nen\u00ed dobr\u00e1, tak ti p\u0159estanou platit.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vypad\u00e1 to jako 1:1, jeden specialista v\u016f\u010di jednomu klientovi?<\/h3>\n\n\n\n<p>Krom\u011b v\u011bt\u0161\u00edch z\u00e1kazn\u00edk\u016f ano, je to 1:1 specialista klient. Podle m\u011b to je hrozn\u011b d\u016fle\u017eit\u00e9. Proto\u017ee kdy\u017e m\u00e1\u0161 malou zak\u00e1zku, na kter\u00e9 m\u016f\u017ee\u0161 tr\u00e1vit m\u011bs\u00ed\u010dn\u011b t\u0159eba jenom 10 hodin, tak kdyby na t\u00e9 zak\u00e1zce, kde tr\u00e1v\u00ed\u0161 10 hodin, pracovali 3 lidi, tak mezi t\u011bmi 3 lidmi jsou 3 komunika\u010dn\u00ed linky. Ka\u017ed\u00e1 z&nbsp;nich zabere m\u011bs\u00ed\u010dn\u011b t\u0159eba hodinu nebo dv\u011b. To znamen\u00e1, \u017ee takov\u00fd projekt by se\u017eral 6 hodin na komunikaci m\u011bs\u00ed\u010dn\u011b a&nbsp;na toho z\u00e1kazn\u00edka by byly jen 4 hodiny pr\u00e1ce.<\/p>\n\n\n\n<p>Nav\u00edc na t\u011bch komunika\u010dn\u00edch link\u00e1ch vznik\u00e1 obrovsk\u00e1 ztr\u00e1tovost informac\u00ed a&nbsp;to znemo\u017e\u0148uje \u010dlov\u011bku pracovat tzv.&nbsp;full stack. To je stejn\u00e9, jako kdy\u017e se sna\u017e\u00ed\u0161 ud\u011blat reklamu a&nbsp;cht\u011bl bys je\u0161t\u011b ud\u011blat na tu reklamu obr\u00e1zek, p\u0159idat tam \u010derven\u00fd sticker, tak m\u00e1m 2 mo\u017enosti. Za 3 minuty si to ud\u011bl\u00e1m s\u00e1m ve Photoshopu a&nbsp;reklamu spust\u00edm za 7 minut. Nebo popros\u00edm sv\u00e9ho grafika Ros\u0165u, mail mu budu ps\u00e1t 5 minut, kde mu to definuji, pak mu to je\u0161t\u011b vr\u00e1t\u00edm, proto\u017ee to neud\u011bl\u00e1 p\u0159esn\u011b tak, jak jsem cht\u011bl, a&nbsp;reklamu nespust\u00edm za 7 minut, ale za 3 dny. Ta komunikace mi se\u017eere dal\u0161\u00ed hodinu, kdy\u017e do toho budu po\u010d\u00edtat i&nbsp;\u010das sv\u00e9ho mozku, kdy se rozptyluju a&nbsp;po\u0159\u00e1d multitaskuju.<\/p>\n\n\n\n<p>J\u00e1 dopl\u0148uju: je to takhle mo\u017en\u00e9 realizovat u&nbsp;men\u0161\u00edch zak\u00e1zek. Pokud se budu starat o&nbsp;velkou firmu, kter\u00e1 vy\u017eaduje velkou expertizu na jednotliv\u00e9 zdroje a&nbsp;jednotliv\u00e9 kan\u00e1ly, tak tam se to asi d\u011bl\u00e1 jinak, ale tohle j\u00e1 vzd\u00e1v\u00e1m, to nen\u00ed m\u016fj sv\u011bt, j\u00e1 neum\u00edm d\u011blat reklamu pro velk\u00e9 firmy, tomu nerozum\u00edm.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak vypad\u00e1 struktura va\u0161\u00ed firmy, m\u00e1te n\u011bjak\u00e1 odd\u011blen\u00ed, ta jsou n\u011bjak roz\u010dlen\u011bn\u00e1, n\u011bjak \u0159\u00edzen\u00e1, jak vypad\u00e1 hierarchie firmy?<\/h3>\n\n\n\n<p>Chce\u0161 se bavit tedy o&nbsp;na\u0161\u00ed marketingov\u00e9 agentu\u0159e, tomu my \u0159\u00edk\u00e1me marketingov\u00e9 odd\u011blen\u00ed. Tam je velmi jednoduch\u00e1 hierarchie &#8211; \u0159\u00edd\u00ed ho 1 \u010dlov\u011bk, Standa Hol\u00fd, kter\u00fd na\u0161emu marketingu \u0161\u00e9fuje, a&nbsp;pod sebou m\u00e1 2 \u00farovn\u011b. Jedna jsou teamleade\u0159i, kte\u0159\u00ed se staraj\u00ed o&nbsp;koncov\u00e9 market\u00e9ry, kte\u0159\u00ed jsou potom p\u0159\u00edmo ve styku se z\u00e1kazn\u00edky. Z\u00e1rove\u0148 teamleade\u0159i, krom\u011b mentorov\u00e1n\u00ed pod\u0159\u00edzen\u00fdch, maj\u00ed tak\u00e9 svoje z\u00e1kazn\u00edky.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ka\u017ed\u00fd z&nbsp;teamleader\u016f maj\u00ed n\u011bjakou specializaci a&nbsp;ti jeho pod\u0159\u00edzen\u00ed tak\u00e9, nebo jsou si v\u0161ichni v&nbsp;marketingu rovni rozsahem \u010dinnost\u00ed?<\/h3>\n\n\n\n<p>Ur\u010dit\u011b si lid\u00e9 nejsou rovni. N\u011bkte\u0159\u00ed jsou chyt\u0159ej\u0161\u00ed, n\u011bkte\u0159\u00ed jsou pracovit\u011bj\u0161\u00ed. Expertizy maj\u00ed podle toho, co v&nbsp;\u017eivot\u011b d\u011blali. Ale my ty pozice o&nbsp;nepojmenov\u00e1v\u00e1me, \u017ee n\u011bkdo je SEO specialista, n\u011bkdo je PPC expert&#8230;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Da\u0159\u00ed se v\u00e1m lidi ve firm\u011b udr\u017eet?<\/h3>\n\n\n\n<p>Da\u0159\u00ed se n\u00e1m velmi dob\u0159e udr\u017eet ty nejlep\u0161\u00ed lidi. Na\u0161t\u011bst\u00ed se n\u00e1m da\u0159\u00ed neudr\u017eet si ty hor\u0161\u00ed. My m\u00e1me ve firm\u011b meritokracii a&nbsp;syst\u00e9m, kter\u00fd hodnot\u00ed lidi podle toho nejd\u016fle\u017eit\u011bj\u0161\u00edho &#8211; tj.&nbsp;jestli doru\u010d\u00ed v\u00fdsledky pro na\u0161e z\u00e1kazn\u00edky. Ten syst\u00e9m je na jednu stranu f\u00e9r a&nbsp;spravedliv\u00fd, ale na druhou stranu je p\u0159\u00edsn\u00fd. Proto\u017ee pokud budu \u017e\u00edt v&nbsp;syst\u00e9mu, kter\u00fd transparentn\u011b ukazuje, jak se mi da\u0159\u00ed, transparentn\u011b m\u011b zn\u00e1mkuje, tak pokud se mi del\u0161\u00ed dobu (n\u011bkolik m\u011bs\u00edc\u016f v&nbsp;kuse) vrac\u00ed zp\u011btn\u00e1 vazba, \u017ee v&nbsp;tom syst\u00e9mu nejsem schopen jako jeho \u010dlen prosperovat a&nbsp;m\u00e1m nejhor\u0161\u00ed v\u00fdsledky, tak psychologie lid\u00ed je nastavena tak, \u017ee jim se pak v&nbsp;tom syst\u00e9mu nel\u00edb\u00ed. Lid\u00e9, kter\u00fdm se neda\u0159\u00ed a&nbsp;do syst\u00e9mu nezapadnou, \u010dasto kon\u010d\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u00e1te proces zaveden\u00ed slu\u017eeb nov\u00e9ho klienta?<\/h3>\n\n\n\n<p>Checklisty jsme m\u011bli a&nbsp;m\u00e1me, proto v\u00edm, jak je t\u011b\u017ek\u00e9 ud\u011blat to, co d\u011bl\u00e1te vy v&nbsp;Marketingov\u00fdch map\u00e1ch. Je to n\u011bco, co zvl\u00e1\u0161\u0165 junior\u016fm hodn\u011b usnadn\u00ed pr\u00e1ci a&nbsp;d\u00edky tomu v\u011bd\u00ed, co maj\u00ed d\u011blat. Z\u00e1rove\u0148, jak u\u017e jsem \u0159\u00edkal, je to slo\u017eit\u00e9, proto\u017ee pro ka\u017ed\u00fd typ z\u00e1kazn\u00edka ten checklist mus\u00ed vypadat malinko jinak.<\/p>\n\n\n\n<p>\u00dapln\u011b na za\u010d\u00e1tku spolupr\u00e1ce m\u00e1me nakreslen\u00e9ho takov\u00e9ho pavouka, takovou heuristiku, podle kter\u00e9 se sna\u017e\u00edme rozhodovat ano\/ne, ke kter\u00e9mu checklistu toho na\u0161eho \u010dlov\u011bka m\u00e1me dov\u00e9st. Za\u010d\u00edn\u00e1 to ot\u00e1zkami typu &#8222;<i>prod\u00e1v\u00e1 z\u00e1kazn\u00edk slu\u017ebu ve vysok\u00fdm konkuren\u010dn\u00edm prost\u0159ed\u00ed, je spoustu jin\u00fdch firem, kter\u00e9 prod\u00e1vaj\u00ed to sam\u00e9, nebo m\u00e1 z\u00e1kazn\u00edk nov\u00fd produkt, kter\u00fd se sna\u017e\u00ed dostat na trh?<\/i>&#8222;. Pokud je to prvn\u00ed volba, je v\u00edce pravd\u011bpodobn\u00e9, \u017ee dal\u0161\u00ed sm\u011br povede do frameworku, kter\u00fd bude zam\u011b\u0159en na PLA nebo na vyhled\u00e1vac\u00ed s\u00edt\u011b. Pokud je to druh\u00e1 varianta, pravd\u011bpodobn\u011b p\u016fjdeme na FB reklamu a&nbsp;sb\u011br lead\u016f a&nbsp;&#8222;oh\u0159\u00edv\u00e1n\u00ed&#8220; toho potenci\u00e1ln\u00edho z\u00e1kazn\u00edka na\u0161eho klienta. Proto\u017ee kdy\u017e ten produkt je\u0161t\u011b nikdo nezn\u00e1, je pot\u0159eba to komunikovat v\u00edc, ne\u017e ten probl\u00e9m, kter\u00fd ten produkt \u0159e\u0161\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e9 jsou konkr\u00e9tn\u00ed kroky na za\u010d\u00e1tku?<\/h3>\n\n\n\n<p>V\u00fdhoda pr\u00e1ce s&nbsp;chytr\u00fdmi lidmi je, \u017ee jim sta\u010d\u00ed \u0159\u00edct, jak\u00fd je c\u00edl, a&nbsp;pak se nechat p\u0159ekvapit v\u00fdsledky. N\u011bkdy se to poda\u0159\u00ed, n\u011bkdy ne. Od lid\u00ed se o\u010dek\u00e1v\u00e1, aby b\u011bhem prvn\u00edho m\u011bs\u00edce za\u010dali spr\u00e1vn\u011b m\u011b\u0159it a&nbsp;dostali b\u011bhem 30&nbsp;dn\u00ed z\u00e1kazn\u00edka do zisku z&nbsp;reklam, i&nbsp;po ode\u010dten\u00ed na\u0161eho fee. To kdy\u017e se nepovede, tak se to mus\u00ed pov\u00e9st druh\u00fd m\u011bs\u00edc, a&nbsp;kdy\u017e ani to se nepovede, tak dost mo\u017en\u00e1 ztrat\u00edme z\u00e1kazn\u00edka.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Podle \u010deho pozn\u00e1te spokojen\u00e9ho klienta? T\u00edm, \u017ee v\u00e1m plat\u00ed?<\/h3>\n\n\n\n<p>My pozn\u00e1me, \u017ee n\u00e1m plat\u00ed a&nbsp;z\u00e1rove\u0148 sledujeme i&nbsp;jestli ta jeho kampa\u0148 je ziskov\u00e1. Jestli jednak konverze, kterou z\u00e1kazn\u00edk z\u00edsk\u00e1, mu vyd\u011bl\u00e1v\u00e1 pen\u00edze. Proto\u017ee kdy\u017e je to moc drah\u00e9 a&nbsp;k&nbsp;tomu je\u0161t\u011b n\u00e1klady na Inizio, tak to vych\u00e1z\u00ed, \u017ee t\u0159eba na 1 prodej realizovan\u00fd p\u0159es online reklamu z\u00e1kazn\u00edk ve skute\u010dnosti 370&nbsp;K\u010d prod\u011bl\u00e1. Tam se dostat nesm\u00edme. My se mus\u00edme dostat k&nbsp;tomu, aby z\u00e1kazn\u00edk na 1 objedn\u00e1vce m\u011bl zisk a&nbsp;kdy\u017e se dostaneme do t\u00e9hle f\u00e1ze, tak pak je f\u00e1ze \u010d.&nbsp;2, a&nbsp;to je \u0161k\u00e1lovost.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak spo\u010d\u00edt\u00e1te ziskovost marketingu?<\/h3>\n\n\n\n<p>U mal\u00fdch a&nbsp;st\u0159edn\u00edch firem je tohle hodn\u011b snadn\u00e9, zvl\u00e1\u0161\u0165 pokud nemaj\u00ed marketingov\u00fd mix. Pokud se pracuje t\u0159eba jen s&nbsp;jedn\u00edm zdrojem akvizic. Pokud si ud\u011bl\u00e1m \u201ckonverzku\u201d, p\u0159ist\u00e1vac\u00ed str\u00e1nku, kde sb\u00edr\u00e1m e-maily, tak&nbsp; m\u00e1m izolovan\u00fd trycht\u00fd\u0159, u&nbsp;kter\u00e9ho v\u00edm, \u017ee v\u0161echny ty e-maily mi p\u0159ich\u00e1zej\u00ed d\u00edky reklam\u011b a&nbsp;d\u00edky ni\u010demu jin\u00e9mu. Na ten trycht\u00fd\u0159 je pak p\u0159\u00edpadn\u011b nav\u00e1zan\u00fd n\u011bjak\u00fd emailov\u00fd marketing, kter\u00fd odkazuje na popt\u00e1vkov\u00e9 formul\u00e1\u0159e, kter\u00e9 sb\u00edr\u00e1m. V&nbsp;okam\u017eiku, kdy sb\u00edr\u00e1m tyto formul\u00e1\u0159e, m\u00e1m do CRM nap\u0159.&nbsp;vyta\u017een\u00e9 kontaktn\u00ed \u00fadaje na lidi, kte\u0159\u00ed m\u011b posl\u00e9ze popt\u00e1vaj\u00ed.<\/p>\n\n\n\n<p>J\u00e1 pak sleduji, jestli popt\u00e1vaj\u00edc\u00ed realizuj\u00ed transakce s&nbsp;firmou a&nbsp;v&nbsp;jak\u00e9 hodnot\u011b. B\u011bhem m\u011bs\u00edce z\u00edsk\u00e1m d\u00edky takov\u00e9hle jednoduch\u00e9 excelov\u00e9 tabulce mo\u017enost zpr\u016fm\u011brovat si&nbsp; tu pr\u016fm\u011brnou \u00fasp\u011b\u0161nost uzav\u00edr\u00e1n\u00ed popt\u00e1vek kr\u00e1t pr\u016fm\u011brn\u00e1 hodnota popt\u00e1vky, kterou jsem uzav\u0159el. Tak\u017ee kdy\u017e si chci od druh\u00e9ho m\u011bs\u00edce trochu uleh\u010dit \u017eivot, tak&nbsp; jenom p\u0159epo\u010d\u00edt\u00e1m tenhle aritmetick\u00fd pr\u016fm\u011br na jeden lead a&nbsp;jednu popt\u00e1vku a&nbsp;vid\u00edm, jestli jsem ziskov\u00fd nebo ztr\u00e1tov\u00fd na ka\u017ed\u00e9m leadu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Takov\u00e9 informace se t\u011b\u017eko z\u00edsk\u00e1vaj\u00ed. Jak to d\u011bl\u00e1te?<\/h3>\n\n\n\n<p>Tady je to na\u0161t\u011bst\u00ed jednoduch\u00fd, proto\u017ee my pou\u017eijeme \u201ckonverzky.cz\u201d. Ty n\u00e1m vygeneruj\u00ed excelovskou tabulku se z\u00e1kazn\u00edky, s&nbsp;leady, a&nbsp;z\u00e1kazn\u00edk pak jen do tabulky prom\u00edtne, jestli se mu se sv\u00fdm z\u00e1kazn\u00edkem poda\u0159ilo ud\u011blat k\u0161eft nebo ne, to on samoz\u0159ejm\u011b v\u00ed ze sv\u00fdch evidenc\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co jsou Konverzky.cz?<\/h3>\n\n\n\n<p>Konverzky jsou n\u00e1stroje, kter\u00e9 jsme si ud\u011blali v\u00edcem\u00e9n\u011b pro sebe. Nej\u010dast\u011bj\u0161\u00ed d\u016fvod, pro\u010d n\u00e1m skon\u010dila spolupr\u00e1ce se z\u00e1kazn\u00edkem, byla, \u017ee jsme ud\u011blali i&nbsp;docela slu\u0161nou reklamu, ale vedla na str\u00e1nky, kter\u00e9 minim\u00e1ln\u011b n\u00e1m se subjektivn\u011b zd\u00e1lo, \u017ee slu\u0161n\u00e9 nejsou. A&nbsp;pak i&nbsp;objektivn\u011b, proto\u017ee ten konverzn\u00ed pom\u011br byl mizern\u00fd. My jsme tedy \u010dasto \u00fakolovali program\u00e1tory a&nbsp;z\u00e1kazn\u00edka s&nbsp;t\u00edm, aby p\u0159ed\u011blal str\u00e1nky, co\u017e trvalo m\u011bs\u00edce, a&nbsp;pak to skon\u010dilo t\u00edm, \u017ee oni platili Iniziu konzultace za reklamy a&nbsp;za to, \u017ee se \u010dekalo, ne\u017e str\u00e1nky budou hotov\u00e9. Ve skute\u010dnosti to pro n\u00e1s mohlo b\u00fdt i&nbsp;v\u00fdhodn\u011bj\u0161\u00ed, proto\u017ee jsme t\u00edm p\u00e1dem mohli udr\u017eet z\u00e1kazn\u00edka o&nbsp;5 m\u011bs\u00edc\u016f d\u00e9le, ne\u017e se p\u0159enesla zodpov\u011bdnost na n\u00e1s, ale tomu z\u00e1kazn\u00edkovi to n\u011bkolik m\u011bs\u00edc\u016f nevyd\u011bl\u00e1valo.<\/p>\n\n\n\n<p>\u0158ekli jsme si, \u017ee by bylo fajn, kdybychom m\u011bli n\u011bco jednoduch\u00e9ho, kde z\u00e1kazn\u00edkovi m\u016f\u017eeme minim\u00e1ln\u011b p\u0159ist\u00e1vac\u00ed konverzn\u00ed str\u00e1nky nadesignovat sami, ani\u017e bychom pot\u0159ebovali grafika nebo program\u00e1tora. A&nbsp;tak jsme si ud\u011blali klik\u00e1tko &#8211; n\u00e1stroj, kde si b\u011bhem n\u011bkolika des\u00edtek minut m\u016f\u017eu naklikat e-mailov\u00fd magnet, prodejn\u00ed str\u00e1nku v\u010d. napojen\u00ed na platebn\u00ed br\u00e1nu, na GoPay nebo na Stripe, nebo popt\u00e1vkovou str\u00e1nku. T\u00edm p\u00e1dem jsme si odstranili dal\u0161\u00ed v\u00fdmluvu, kterou jsme p\u0159ed z\u00e1kazn\u00edkem mohli pou\u017e\u00edvat &#8222;<i>ten marketing v\u00e1m nefunguje, proto\u017ee m\u00e1te \u0161patn\u00fd web, ale na\u0161e agentura Inizio v\u00e1m ty reklamy d\u011blat perfektn\u011b. Kdybyste m\u011bli lep\u0161\u00ed web, tak by to ur\u010dit\u011b fungovalo<\/i>&#8222;. My u\u017e jsme te\u010f zodpov\u011bdn\u00ed za ten web, za tu str\u00e1nku a&nbsp;nem\u00e1me se na co vymlouvat, kdy\u017e n\u00e1m to fungovat nebude.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ka\u017ed\u00fd v\u00e1\u0161 klient v&nbsp;segmentu st\u0159edn\u00edch a&nbsp;men\u0161\u00edch m\u00e1 nasazeny&nbsp; Konverzy.cz?<\/h3>\n\n\n\n<p>My se sna\u017e\u00edme v\u0161echny na\u0161e z\u00e1kazn\u00edky na konverzky postupn\u011b p\u0159esouvat. My jsme je uvedli do ostr\u00e9 verze teprve p\u0159ed 2 m\u011bs\u00edci. T\u011bch z\u00e1kazn\u00edk\u016f m\u00e1me hodn\u011b a&nbsp;v\u0161ichni je\u0161t\u011b p\u0159esunut\u00ed nejsou. To bude mo\u017en\u00e1 je\u0161t\u011b 1-2 m\u011bs\u00edce trvat, ale je to n\u00e1\u0161 c\u00edl a&nbsp;budeme se o&nbsp;to sna\u017eit, aby se v\u0161emi z\u00e1kazn\u00edky jsme m\u011bli konverzky.<\/p>\n\n\n\n<p>Z\u00e1rove\u0148, kdy\u017e u\u017e ten n\u00e1stroj je hotov\u00fd, jsme se rozhodli, \u017ee ho d\u00e1me k&nbsp;dispozici ve\u0159ejnosti a&nbsp;tak\u00e9 na\u0161\u00ed konkurenci. Tak\u017ee pokud tenhle rozhovor poslouch\u00e1te a&nbsp;jste marke\u0165\u00e1ci nebo majitel\u00e9 agentur, tak j\u00e1 v\u00e1s vyz\u00fdv\u00e1m k&nbsp;tomu, abyste si zkusili taky pro va\u0161e z\u00e1kazn\u00edky naklikat p\u0159ist\u00e1va\u010dky, p\u0159evz\u00edt zodpov\u011bdnost za jejich \u00fasp\u011bch. Ty konverzky maj\u00ed opravdu skv\u011bl\u00e9 konverzn\u00ed pom\u011bry a&nbsp;stejn\u011b jako to n\u00e1m pom\u00e1h\u00e1 si z\u00e1kazn\u00edka l\u00edp udr\u017eet a&nbsp;doru\u010dit mu lep\u0161\u00ed v\u00fdsledky, tak to m\u016f\u017ee pomoci a&nbsp;pom\u016f\u017ee &#8211; kdy\u017e to ud\u011bl\u00e1 spr\u00e1vn\u011b &#8211; i&nbsp;na\u0161\u00ed konkurenci.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u011b\u0159\u00edte efektivitu zam\u011bstnanc\u016f? M\u011b\u0159\u00edte \u010das?<\/h3>\n\n\n\n<p>N\u011bjak \u010das vykazujeme, m\u00e1me time-tracking. U&nbsp;n\u00e1s se hodn\u011b d\u011bl\u00e1 na home office, tak\u017ee n\u011bjak\u00e9 takov\u00e9 form\u00e1ln\u00ed v\u011bci m\u00e1me, i&nbsp;jsem do toho d\u0159\u00edv koukal a&nbsp;dnes u\u017e to ned\u011bl\u00e1m, proto\u017ee na tom&nbsp; nez\u00e1le\u017e\u00ed. Lidi nejsou stejn\u00ed, mezi lidmi jsou obrovsk\u00e9 rozd\u00edly a&nbsp;n\u011bkdo je a\u017e nespravedliv\u011b chyt\u0159ej\u0161\u00ed, n\u011bkomu mozek funguje l\u00e9pe, n\u011bkdo m\u00e1 v\u00edc zku\u0161enost\u00ed, a&nbsp;takov\u00fd \u010dlov\u011bk m\u016f\u017ee ud\u011blat pr\u00e1ci, kter\u00e1 jin\u00e9mu trv\u00e1 20 hodin, za 1 hodinu. A&nbsp;to je v&nbsp;po\u0159\u00e1dku. Kdy\u017e si tohle \u010dlov\u011bk uv\u011bdom\u00ed, tak j\u00e1 nechci postihovat \u010dlov\u011bka za to, \u017ee vyk\u00e1zal m\u00e1lo hodin. D\u016fle\u017eit\u00e9 jsou v\u00fdsledky, kdy\u017e si \u010dlov\u011bk dok\u00e1\u017ee udr\u017eet z\u00e1kazn\u00edka, postarat se o&nbsp;n\u011bj \u0161pi\u010dkov\u011b, i&nbsp;t\u0159eba za m\u00e1lo \u010dasu, tak bych byl bl\u00e1zen, kdybych ho trestal za to, \u017ee to ned\u011bl\u00e1 3x d\u00e9le.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Existuje n\u00e1vaznost mzdy va\u0161eho klienta na tom, \u017ee dok\u00e1\u017ee udr\u017eet sv\u00e9 klienty?<\/h3>\n\n\n\n<p>Je tam kvaziline\u00e1rn\u00ed z\u00e1vislost, s&nbsp;t\u00edm, \u017ee ta kvazilinearita je \u010d\u00e1ste\u010dn\u011b exponenci\u00e1ln\u00ed. \u010c\u00edm lep\u0161\u00ed udr\u017eitelnost z\u00e1kazn\u00edk\u016f n\u00e1\u0161 \u010dlov\u011bk m\u00e1, t\u00edm v\u011bt\u0161\u00ed pod\u00edl na jejich fakturaci m\u00e1. Tzn.&nbsp;ji kvaziexponenci\u00e1ln\u011b stoup\u00e1 v\u00fdplata s&nbsp;udr\u017eitelnost\u00ed zak\u00e1zek a&nbsp;kvaziline\u00e1rn\u00ed jim stoup\u00e1 v\u00fdplata s&nbsp;po\u010dtem projekt\u016f, o&nbsp;kter\u00e9 se staraj\u00ed, a&nbsp;jejich fakturac\u00ed.<\/p>\n\n\n\n<p><i>Michal: \u201cTe\u010f jsi mi fakt zamotal hlavu. Prost\u011b souvislost tam je. :)\u201d<\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Da\u0159\u00ed se Iniziu finan\u010dn\u011b dob\u0159e? I&nbsp;v&nbsp;dob\u011b velk\u00e9ho r\u016fstu po\u010dtu zam\u011bstnanc\u016f?<\/h3>\n\n\n\n<p>Agentura m\u00e1 tu v\u00fdhodu, \u017ee pokud vypo\u010d\u00edt\u00e1v\u00e1 odm\u011bny lid\u00ed na z\u00e1klad\u011b procentu\u00e1ln\u00ed fakturace z\u00e1kazn\u00edk\u016fm, tak s&nbsp;r\u016fstem firmy se ve skute\u010dnosti zvy\u0161uje % ziskovosti.<\/p>\n\n\n\n<p>Agentura, kter\u00e1 m\u00e1 tento syst\u00e9m a&nbsp;m\u00e1 15 zam\u011bstnanc\u016f, bude m\u00edt men\u0161\u00ed % ziskovosti ne\u017e jin\u00e1, kter\u00e1 m\u00e1 40 zam\u011bstnanc\u016f. Pokud si nezamo\u0159\u00ed procesy n\u011bjak\u00fdm managementem.<\/p>\n\n\n\n<p>Samoz\u0159ejm\u011b tohle je slo\u017eit\u00e9. Kdy\u017e pak \u010dlov\u011bk navrhuje architekturu firmy, je hrozn\u011b zhoubn\u00e9, sklouznout k&nbsp;tomu, \u017ee tam budu m\u00edt v\u00edc lid\u00ed, kte\u0159\u00ed \u0159\u00edd\u00ed. Lidi, kte\u0159\u00ed \u0159\u00edd\u00ed, nepracuj\u00ed a&nbsp;nevykazuj\u00ed p\u0159idanou hodnotu m\u011b\u0159itelnou. Hodn\u011b \u010dasto jak ten syst\u00e9m je pak komplexn\u00ed a&nbsp;lidem se tom nechce p\u0159em\u00fd\u0161let, prost\u011b je to komplikovan\u00e9, tak tam za\u010dne b\u00fdt pot\u0159eba omlouvat si a&nbsp;zd\u016fvod\u0148ovat si, pro\u010d se d\u011bl\u00e1 tohle, a&nbsp;pro\u010d je tady tenhle \u010dlov\u011bk nav\u00edc, a&nbsp;pro\u010d m\u00e1me 4 \u00farovn\u011b managementu, pro\u010d m\u00e1me finan\u010dn\u00edho \u0159editele, pro\u010d m\u00e1me HR managera.<\/p>\n\n\n\n<p>To jsou v\u011bci, kter\u00e9 nem\u00e1me. Mn\u011b tyhle pozice p\u0159ijdou minim\u00e1ln\u011b ve firm\u011b o&nbsp;na\u0161\u00ed velikosti (my nejsme nijak obrovsk\u00e1 firma) jako zam\u011bstn\u00e1v\u00e1n\u00ed lid\u00ed, kte\u0159\u00ed maj\u00ed ve skute\u010dnosti pr\u00e1ci na 5 hodin m\u011bs\u00ed\u010dn\u011b, kterou samoz\u0159ejm\u011b dok\u00e1\u017eu rozt\u00e1hnout na 150 hodin, a&nbsp;ve v\u00fdsledku ji d\u011blaj\u00ed h\u016f\u0159, ne\u017e kdyby to d\u011blal zanepr\u00e1zdn\u011bn\u00fd \u010dlov\u011bk, kter\u00fd tomu dob\u0159e rozum\u00ed, za 3 hodiny. To je taky jedno takov\u00e9 mana\u017eersk\u00e9 pravidlo. Kdy\u017e m\u00e1\u0161 n\u011bco hodn\u011b d\u016fle\u017eit\u00e9ho, co je pot\u0159eba, aby se ud\u011blalo rychle a&nbsp;dob\u0159e, dej to n\u011bkomu, kdo nem\u00e1 \u010das, proto\u017ee je zanepr\u00e1zdn\u011bn.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u011bt\u0161inu t\u00e9 exekutivy d\u011bl\u00e1te na omezen\u00e9m po\u010dtu kan\u00e1l\u016f, m\u00e1te p\u0159edem p\u0159ipraven\u00fd syst\u00e9m a&nbsp;rutiny, Konverzky. T\u00edm omezujete pot\u0159ebu middle-managementu. Tak v\u00e1m tedy vznik\u00e1 homogenn\u00ed, plo\u0161\u0161\u00ed a&nbsp;efektivn\u011bj\u0161\u00ed organizace.<\/h3>\n\n\n\n<p>Ta homogenita firmy umo\u017e\u0148uje jednak men\u0161\u00ed pot\u0159ebu \u0159\u00edzen\u00ed, a&nbsp;tak\u00e9 f\u00e9rov\u011bj\u0161\u00ed a&nbsp;pr\u016fhledn\u011bj\u0161\u00ed mo\u017enost porovn\u00e1v\u00e1n\u00ed. Proto\u017ee kdy\u017e m\u00e1\u0161 homogenn\u00ed typ zak\u00e1zek, tak m\u016f\u017ee\u0161 mezi sebou velmi dob\u0159e srovn\u00e1vat velk\u00e9 mno\u017estv\u00ed lid\u00ed a&nbsp;m\u00e1\u0161 z&nbsp;toho f\u00e9r data. Kdy\u017e m\u00e1\u0161 stovky zak\u00e1zek, kter\u00e9 maj\u00ed stejnou hodnotu a&nbsp;i&nbsp;typ jejich uzav\u0159en\u00ed, m\u016f\u017ee\u0161 porovnat mezi sebou cel\u00e1 odd\u011blen\u00ed nebo i&nbsp;konkr\u00e9tn\u00ed lidi, kte\u0159\u00ed se o&nbsp;zak\u00e1zky staraj\u00ed. Vzhledem k&nbsp;tomu, \u017ee tam nen\u00ed \u017e\u00e1dn\u00e1 v\u00fdmluva, \u017ee &#8222;<i>moje zak\u00e1zky jsou trochu jin\u00e9ho charakteru ne\u017e zak\u00e1zky Martina nebo Petra<\/i>\u201d, . Tak pokud j\u00e1 m\u00e1m v\u00fdznamn\u011b v\u011bt\u0161\u00ed ztr\u00e1tovost, tak ta ztr\u00e1tovost je za hranic\u00ed 2 sm\u011brodatn\u00fdch odchylek, tak j\u00e1 u\u017e vid\u00edm, \u017ee je velmi mal\u00e1 pravd\u011bpodobnost, \u017ee to je n\u00e1hoda, a&nbsp;to mi uk\u00e1\u017ee, \u017ee ten \u010dlov\u011bk pracuje \u0161patn\u011b.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Sou\u010dasn\u00e1 struktura firmy slu\u017eby, trycht\u00fd\u0159e, je dlouhodob\u00e1 cesta? M\u00e1\u0161 dal\u0161\u00ed vize?<\/h3>\n\n\n\n<p>Tohle nen\u00ed na\u0161\u00edm c\u00edlem. To je \u0159e\u0161en\u00ed, na kter\u00e9 jsme p\u0159i\u0161li te\u010f a&nbsp;te\u010f je to nejlep\u0161\u00ed, kter\u00e9 zn\u00e1me. Ale n\u00e1\u0161 dlouhodob\u00fd c\u00edl je pomoct na\u0161im z\u00e1kazn\u00edk\u016fm vyd\u011blat co nejv\u00edc pen\u011bz na internetu. My te\u010f budeme pracovat na tom, abychom na\u0161li je\u0161t\u011b n\u011bjak\u00fd chyt\u0159ej\u0161\u00ed zp\u016fsob, ne\u017e ten, kter\u00fd d\u011bl\u00e1me te\u010f. A\u017e ho najdeme, tak ten st\u00e1vaj\u00edc\u00ed zahod\u00edme, a&nbsp;budeme \u0159\u00edkat, \u017ee je hloup\u00fd a&nbsp;\u017ee ho pou\u017e\u00edvaj\u00ed jen ty archaick\u00e9 agentury, a&nbsp;my u\u017e se posuneme.<\/p>\n\n\n\n<p>Michal: \u201cTak\u017ee \u00fakol je naj\u00edt nov\u00fd svat\u00fd gr\u00e1l, kter\u00fd pom\u016f\u017ee klient\u016fm v\u00edc vyd\u011blat. To je velk\u00e1 ambice.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Koho sleduje\u0161 v&nbsp;\u010cesku nebo v&nbsp;zahrani\u010d\u00ed? Od koho se inspiruje\u0161?<\/h3>\n\n\n\n<p>Co se marketingu t\u00fd\u010de, nejlep\u0161\u00ed market\u00e9r pro mal\u00e9 a&nbsp;st\u0159edn\u00ed firmy na sv\u011bt\u011b, kter\u00e9ho j\u00e1 zn\u00e1m, je <a href=\"https:\/\/www.russellbrunson.com\/hi\">Russell Bronston<\/a>. Pokud ho nezn\u00e1te, vygooglete si toto jm\u00e9na. D\u00e1v\u00e1 obrovsk\u00e9 mno\u017estv\u00ed materi\u00e1l\u016f a&nbsp;zdarma.<\/p>\n\n\n\n<p>Pokud se t\u00fdk\u00e1 managementu a&nbsp;veden\u00ed firmy a&nbsp;p\u0159em\u00fd\u0161len\u00ed o&nbsp;businessu jako takov\u00e9m, doporu\u010dil bych st\u00e1hnout si \u010dten\u00ed <a href=\"https:\/\/ir.aboutamazon.com\/annual-reports-proxies-and-shareholder-letters\/default.aspx\">Letters to Shareholders (Dopisy akcion\u00e1\u0159\u016fm) od Jeffa Bezose<\/a>, kter\u00e9 jsou publikovan\u00e9 u\u017e v&nbsp;r. 1997. To jednak nen\u00ed tak dlouh\u00e9, ale z\u00e1rove\u0148 hodnotn\u011bj\u0161\u00ed, ne\u017e v\u011bt\u0161ina mana\u017eersk\u00fdch knih, co jsem v&nbsp;\u017eivot\u011b m\u011bl mo\u017enost p\u0159e\u010d\u00edst. To sam\u00e9 plat\u00ed o&nbsp;<a href=\"https:\/\/blog.google\/alphabet\/letter-from-larry-and-sergey\/\">Larry Page z&nbsp;Google.<\/a><\/p>\n\n\n\n<p>Pokud n\u011bkoho zaj\u00edm\u00e1 p\u0159esah do finan\u010dnictv\u00ed, tak <a href=\"https:\/\/www.berkshirehathaway.com\/letters\/letters.html\">Shareholder Letters &#8211; BERKSHIRE HATHAWAY INC. od Warena Buffeta<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kam mysl\u00ed\u0161, \u017ee jde trh digit\u00e1ln\u00edch agentur?<\/h3>\n\n\n\n<p>K tomu nemus\u00edm sledovat ostatn\u00ed agentury. Ten trh se bude vyv\u00edjet k&nbsp;tomu, aby lid\u00e9, kte\u0159\u00ed n\u00e1s agentury popt\u00e1vaj\u00ed, dost\u00e1vali co nejv\u011bt\u0161\u00ed hodnotu za svoje pen\u00edze a&nbsp;aby n\u00e1s \u010d\u00edm d\u00e1l t\u00edm m\u00ed\u0148 pot\u0159ebovali. Tak\u017ee n\u00e1stroje jako Google nebo Facebook budou cht\u00edt doru\u010dit to sam\u00e9 sv\u00fdm z\u00e1kazn\u00edk\u016fm, proto\u017ee oni prod\u00e1vaj\u00ed inzerci a&nbsp;ta inzerce se jim bude nejl\u00e9pe prod\u00e1vat, pokud bude t\u011bm z\u00e1kazn\u00edk\u016fm fungovat. A&nbsp;moment\u00e1ln\u011b je v&nbsp;tom \u0159et\u011bzci jeden \u010dl\u00e1nek, kter\u00fd ten jejich skv\u011bl\u00fd produkt m\u016f\u017ee zkazit. To jsou ti lid\u00e9, kte\u0159\u00ed jejich reklamy nastavujou. To jsme my, agentury. Agentury jsou dobr\u00e9 a&nbsp;\u0161patn\u00e9, a&nbsp;ty \u0161patn\u00e9 po\u0161kozuj\u00ed produkt Facebooku a&nbsp;Googlu. Proto oni tak\u00e9 posledn\u00ed roky extr\u00e9mn\u011b investuj\u00ed do automatizace a&nbsp;do um\u011bl\u00e9 inteligence, kter\u00e1 je schopna postupn\u011b ty reklamy za ty agentury c\u00edlit. Jednoho dne se stane, \u017ee ta um\u011bl\u00e1 inteligence bude schopna reklamy i&nbsp;l\u00edp tvo\u0159it, ne\u017e agentury. To, co pou\u017e\u00edv\u00e1 Facebook, t\u0159eba ten n\u00e1stroj na generov\u00e1n\u00ed lead\u016f, tak ty leady jsou mnohem m\u00e9n\u011b kvalitn\u00ed, ne\u017e kdy\u017e je \u010dlov\u011bk pro\u017eene p\u0159es p\u0159ist\u00e1vac\u00ed str\u00e1nku a&nbsp;t\u0159eba i&nbsp;n\u011bjak\u00fd dobr\u00fd e-mailov\u00fd magnet, ale u\u017e jsou to mnohem kvalitn\u011bj\u0161\u00ed leady, ne\u017e kter\u00fd d\u011blaly agentury p\u0159ed 2-3 lety nazp\u011bt.<\/p>\n\n\n\n<p>Tak\u017ee bude tlak na to, aby lid\u00e9 jako my m\u011bli \u010d\u00edm d\u00e1l t\u00edm m\u00e9n\u011b pr\u00e1ce a&nbsp;aby na\u0161e p\u0159idan\u00e1 hodnota musela st\u00e1t za to. To je dob\u0159e. Tak\u017ee my budeme muset \u010d\u00edm d\u00e1l t\u00edm v\u00edc p\u0159em\u00fd\u0161let, \u010demu se budeme v\u011bnovat, abychom se udr\u017eeli, a&nbsp;jakou p\u0159idanou hodnotu, kter\u00e9 algoritmy neposkytnou, do toho m\u00e1me vlo\u017eit my.<\/p>\n\n\n\n<p>Budeme muset asi d\u011blat to, co po\u010d\u00edta\u010de je\u0161t\u011b n\u011bjakou dobu um\u011bt nebudou, a&nbsp;to je ps\u00e1t kn\u00ed\u017eky a&nbsp;vym\u00fd\u0161let p\u0159\u00edb\u011bhy. Tak\u017ee z&nbsp;velk\u00e9 \u010d\u00e1sti si pozice market\u00e9ra uchov\u00e1 tu \u010d\u00e1st psan\u00ed text\u016f, copywriting. To bude d\u016fle\u017eit\u00e9. A&nbsp;taky obchodni\u010dina. D\u016fle\u017eit\u00e1 \u010d\u00e1st marketingu je prost\u011b prodava\u010dstv\u00ed, um\u011bt prodat t\u00edm, \u017ee se nato\u010d\u00edm na video, nap\u00ed\u0161u n\u011bjak\u00fd text nebo sc\u00e9n\u00e1\u0159. To je\u0161t\u011b dlouho po\u010d\u00edta\u010de um\u011bt nebudou.<\/p>\n\n\n\n<p>Michal: Mockr\u00e1t d\u011bkuji, Honzo, za vy\u010derp\u00e1vaj\u00edc\u00ed odpov\u011bdi. Moc se mi l\u00edbil rozhovor zejm\u00e9na proto, \u017ee m\u00e1\u0161 jin\u00fd pohled ne\u017e agentury, kter\u00e9 jsou zam\u011b\u0159en\u00fd na st\u0159edn\u00ed a&nbsp;velk\u00e9 klienty. Bylo to pro m\u011b zaj\u00edmav\u00e9, mockr\u00e1t d\u011bkuji.<\/p>\n\n\n\n<p>Honza: J\u00e1 taky d\u011bkuji a&nbsp;jestli vy ostatn\u00ed, co jste rozhovor vid\u011bli a&nbsp;poslouchali, a&nbsp;n\u011bco v\u00e1s zaujalo z&nbsp;my\u0161lenky mailov\u00e9ho magnetu nebo prodeje a&nbsp;z&nbsp;toho, jak se d\u011blaj\u00ed str\u00e1nky vysok\u00fdmi konverzemi, tak vyzkou\u0161ejte n\u00e1stroj <a href=\"https:\/\/www.konverzky.cz\">Konverzky.cz<\/a>, m\u016f\u017eete si tam zadarmo zalo\u017eit \u00fa\u010det a&nbsp;za 1&nbsp;K\u010d n\u00e1stroj vyzkou\u0161et na 14&nbsp;dn\u00ed.<\/p>\n\n\n\n<p>Rozhovor vedl <a href=\"https:\/\/www.linkedin.com\/in\/krutis\/\">Michal Kruti\u0161<\/a> a&nbsp;byl nato\u010den v&nbsp;lednu 2021.<\/p>\n\n\n\n<p>S\u00e9rie rozhovor\u016f o&nbsp;\u0159\u00edzen\u00ed agentur:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/veronika-buresova-jak-ridi-agenturu-h1-cz\/\">Veronika Bure\u0161ov\u00e1, H1.cz<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/petr-jiranek-jak-ridi-agenturu-webprezent\/\">Petr Jir\u00e1nek, WebPrezent<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/marketa-kabatova-jak-ridi-agenturu-ulab\/\">Mark\u00e9ta Kab\u00e1tov\u00e1, uLab<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/jan-makovicka-jak-ridi-agenturu-taste\/\">Honza Makovi\u010dka, Taste<\/a><\/li><li>Honza Nedv\u011bd, Inizio<\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/petr-vataha-jak-ridi-agenturu-ant-studio\/\">Petr Vataha, ANT studio<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/jarda-vidim-jak-ridi-agenturu-evisions\/\">Jarda Vidim, eVisions<\/a><\/li><\/ul>\n\n\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > #kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap{max-width:unset;}#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap{border-color:#8ed1fc;border-top-width:5px;border-right-width:5px;border-bottom-width:5px;border-left-width:5px;background:#ffffff;padding-top:24px;padding-right:24px;padding-bottom:24px;padding-left:24px;margin-top:50px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap:hover{border-color:#8ed1fc;background:#ffffff;}#kt-info-box_c112d5-fe.wp-block-kadence-infobox{max-width:100%;}#kt-info-box_c112d5-fe .kadence-info-box-image-inner-intrisic-container{max-width:100px;}#kt-info-box_c112d5-fe .kadence-info-box-image-inner-intrisic-container .kadence-info-box-image-intrisic{padding-bottom:100%;width:1080px;height:0px;max-width:100%;}#kt-info-box_c112d5-fe .kadence-info-box-icon-container .kt-info-svg-icon, #kt-info-box_c112d5-fe .kt-info-svg-icon-flip, #kt-info-box_c112d5-fe .kt-blocks-info-box-number{font-size:50px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-media{color:#444444;background:#ffffff;border-color:#eeeeee;border-top-width:5px;border-right-width:5px;border-bottom-width:5px;border-left-width:5px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-media-container{margin-top:-75px;margin-right:0px;margin-bottom:20px;margin-left:0px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media{color:#444444;background:#ffffff;border-color:#eeeeee;}#kt-info-box_c112d5-fe .kt-infobox-textcontent h2.kt-blocks-info-box-title{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:5px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.wp-block-kadence-infobox#kt-info-box_c112d5-fe .kt-blocks-info-box-text{font-size:23px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-learnmore{color:#ffffff;background:#0693e3;border-color:#555555;border-radius:5px;font-weight:bold;border-width:0px 0px 0px 0px;padding-top:8px;padding-right:15px;padding-bottom:10px;padding-left:15px;margin-top:15px;margin-right:0px;margin-bottom:15px;margin-left:0px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-learnmore,#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap .kt-blocks-info-box-learnmore:focus{color:#ffffff;background:#00527c;border-color:#444444;}@media all and (max-width: 767px){#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap{display:block;}#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap .kt-blocks-info-box-media{display:inline-block;max-width:100%;}}<\/style>\n<div id=\"kt-info-box_c112d5-fe\" class=\"wp-block-kadence-infobox cta-blok-obrazek\"><a class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-top kt-info-halign-left\" href=\"https:\/\/www.marketingmapy.com\/cs\/orchestrace-digitalni-agentury-premiovy-obsah-k-zakoupeni\/\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-none\"><div class=\"kadence-info-box-image-inner-intrisic-container\"><div class=\"kadence-info-box-image-intrisic kt-info-animate-none\"><div class=\"kadence-info-box-image-inner-intrisic\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec.png\" alt=\"\" width=\"1080\" height=\"1080\" class=\"kt-info-box-image wp-image-5019\" srcset=\"https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec.png 1080w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-500x500.png 500w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-1000x1000.png 1000w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-300x300.png 300w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-768x768.png 768w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/div><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><p class=\"kt-blocks-info-box-text\">U\u0161et\u0159ete \u010das a&nbsp;energii p\u0159i zakl\u00e1d\u00e1n\u00ed nebo r\u016fstu agentury. Z\u00edskejte kvalitn\u00ed pr\u00e9miov\u00fd obsah. Orchestrace agentury: celkem 26 \u010dl\u00e1nk\u016f s&nbsp;mnoha praktick\u00fdmi tipy, screenshoty, odkazy, vyj\u00e1d\u0159en\u00edm jin\u00fdch CEO a&nbsp;checklisty s&nbsp;t\u00e9maty, kter\u00e9 v&nbsp;agentu\u0159e \u0159e\u0161\u00edte. <\/p><div class=\"kt-blocks-info-box-learnmore-wrap\"><span class=\"kt-blocks-info-box-learnmore\">Jak koupit pr\u00e9miov\u00fd obsah<\/span><\/div><\/div><\/a><\/div>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-_a50032-71 .kt-block-spacer{height:60px;}.wp-block-kadence-spacer.kt-block-spacer-_a50032-71 .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:80%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-_a50032-71\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\" style=\"height:60px\"><hr class=\"kt-divider\" style=\"border-top-color:#eee;border-top-width:1px;width:80%;border-top-style:solid\"\/><\/div><\/div>\n<\/div><\/div>\n","protected":false},"author":4,"featured_media":3387,"menu_order":33,"template":"","kategoriepremium":[64],"class_list":["post-3267","premium","type-premium","status-publish","has-post-thumbnail","hentry","kategoriepremium-rozhovory-ceo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Honza Nedv\u011bd: Jak \u0159\u00edd\u00ed agenturu Inizio - Marketing Mapy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketingmapy.com\/cs\/honza-nedved-jak-ridi-agenturu-inizio\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Honza Nedv\u011bd: Jak \u0159\u00edd\u00ed agenturu Inizio - Marketing Mapy\" \/>\n<meta property=\"og:description\" content=\"P\u0159epis rozhovoru: Honza Nedv\u011bd, CEO a&nbsp;spolumajitel Inizio Jak je Inizio velk\u00e1 agentura a&nbsp;jak dlouho jste na trhu? My jsme zalo\u017eili Inizio n\u011bkdy v&nbsp;roce 2006, tak\u017ee je to 15 let, dnes je n\u00e1s okolo 70, z&nbsp;\u010deho\u017e \u010d\u00e1st na\u0161\u00ed firmy je vylo\u017een\u011b marketingov\u00e1 agentura, a&nbsp;\u010d\u00e1st firmy jsou v\u00fdvoj\u00e1\u0159i nebo lidi, kte\u0159\u00ed pracuj\u00ed v&nbsp;jin\u00fdch firm\u00e1ch, kter\u00e9 pod n\u00e1s &hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketingmapy.com\/cs\/honza-nedved-jak-ridi-agenturu-inizio\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Mapy\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-18T12:58:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2021\/02\/honza-nedved.png\" \/>\n\t<meta property=\"og:image:width\" content=\"562\" \/>\n\t<meta property=\"og:image:height\" content=\"316\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data1\" content=\"23 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/honza-nedved-jak-ridi-agenturu-inizio\\\/\",\"url\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/honza-nedved-jak-ridi-agenturu-inizio\\\/\",\"name\":\"Honza Nedv\u011bd: Jak \u0159\u00edd\u00ed agenturu Inizio - Marketing Mapy\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/honza-nedved-jak-ridi-agenturu-inizio\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/honza-nedved-jak-ridi-agenturu-inizio\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.marketingmapy.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/honza-nedved.png\",\"datePublished\":\"2021-02-01T10:53:21+00:00\",\"dateModified\":\"2022-05-18T12:58:20+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/honza-nedved-jak-ridi-agenturu-inizio\\\/#breadcrumb\"},\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/honza-nedved-jak-ridi-agenturu-inizio\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/honza-nedved-jak-ridi-agenturu-inizio\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.marketingmapy.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/honza-nedved.png\",\"contentUrl\":\"https:\\\/\\\/www.marketingmapy.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/honza-nedved.png\",\"width\":562,\"height\":316},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/honza-nedved-jak-ridi-agenturu-inizio\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"\u00davod\",\"item\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Orchestrace agentury\",\"item\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/orchestrace-agentury-premium\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Rozhovory s CEO\",\"item\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/rozhovory-ceo\\\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Honza Nedv\u011bd: Jak \u0159\u00edd\u00ed agenturu Inizio\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/#website\",\"url\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/\",\"name\":\"Marketing Mapy\",\"description\":\"N\u00e1stroj pro \u0159\u00edzen\u00ed marketingov\u00fdch projekt\u016f nejen v digit\u00e1ln\u00ed agentu\u0159e\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.marketingmapy.com\\\/cs\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"cs\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Honza Nedv\u011bd: Jak \u0159\u00edd\u00ed agenturu Inizio - Marketing Mapy","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.marketingmapy.com\/cs\/honza-nedved-jak-ridi-agenturu-inizio\/","og_locale":"cs_CZ","og_type":"article","og_title":"Honza Nedv\u011bd: Jak \u0159\u00edd\u00ed agenturu Inizio - Marketing Mapy","og_description":"P\u0159epis rozhovoru: Honza Nedv\u011bd, CEO a&nbsp;spolumajitel Inizio Jak je Inizio velk\u00e1 agentura a&nbsp;jak dlouho jste na trhu? 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