Digit\u00e1ln\u00ed sv\u011bt proch\u00e1z\u00ed v\u00fdznamnou transformac\u00ed s bl\u00ed\u017e\u00edc\u00edm se koncem cookies t\u0159et\u00edch stran. Tato zm\u011bna, poh\u00e1n\u011bn\u00e1 rostouc\u00edmi obavami o soukrom\u00ed u\u017eivatel\u016f a p\u0159edpisy jako GDPR v Evrop\u011b a CCPA v Kalifornii, nut\u00ed spole\u010dnosti elektronick\u00e9ho obchodu p\u0159ehodnotit sv\u00e9 digit\u00e1ln\u00ed marketingov\u00e9 strategie a personalizaci u\u017eivatelsk\u00fdch zku\u0161enost\u00ed.<\/p>\n\n\n\n
Konec v\u011bku<\/strong><\/p>\n\n\n\n Soubory cookie t\u0159et\u00edch stran byly kl\u00ed\u010dov\u00fdm n\u00e1strojem pro sledov\u00e1n\u00ed chov\u00e1n\u00ed u\u017eivatel\u016f na webu a umo\u017enily inzerent\u016fm a spole\u010dnostem elektronick\u00e9ho obchodu nab\u00edzet c\u00edlenou reklamu a personalizovan\u00e9 z\u00e1\u017eitky. D\u00edky tomu, \u017ee Google ozn\u00e1mil ukon\u010den\u00ed podpory soubor\u016f cookie t\u0159et\u00edch stran v Chromu do roku 2024, ve stop\u00e1ch Safari a Firefoxu, \u010del\u00ed odv\u011btv\u00ed elektronick\u00e9ho obchodu v\u00fdznamn\u00e9 v\u00fdzv\u011b, jak udr\u017eet efektivitu sv\u00fdch marketingov\u00fdch a personaliza\u010dn\u00edch strategi\u00ed.<\/p>\n\n\n\n Dopady na elektronick\u00fd obchod<\/strong><\/p>\n\n\n\n 1. C\u00edlen\u00e1 reklama: Mo\u017enost c\u00edlit reklamy na z\u00e1klad\u011b historie proch\u00e1zen\u00ed u\u017eivatel\u016f bude zna\u010dn\u011b omezena, co\u017e ovlivn\u00ed efektivitu kampan\u00ed zam\u011b\u0159en\u00fdch na p\u0159esm\u011brov\u00e1n\u00ed.<\/p>\n\n\n\n 2. Personalizace: Internetov\u00e9 obchody budou m\u00edt t\u011b\u017e\u0161\u00ed \u010das poskytovat personalizovan\u00e9 z\u00e1\u017eitky zalo\u017een\u00e9 na chov\u00e1n\u00ed u\u017eivatel\u016f na jin\u00fdch str\u00e1nk\u00e1ch.<\/p>\n\n\n\n 3. Zad\u00e1n\u00ed: A\u017e do konverze bude n\u00e1ro\u010dn\u011bj\u0161\u00ed sledovat cestu z\u00e1kazn\u00edka r\u016fzn\u00fdmi kan\u00e1ly.<\/p>\n\n\n\n 4. M\u011b\u0159en\u00ed v\u00fdkonu: P\u0159esn\u00e1 anal\u00fdza n\u00e1vratnosti investic digit\u00e1ln\u00edch marketingov\u00fdch kampan\u00ed bude slo\u017eit\u011bj\u0161\u00ed.<\/p>\n\n\n\n Adapta\u010dn\u00ed strategie<\/strong><\/p>\n\n\n\n 1. Zam\u011b\u0159en\u00ed na vlastn\u00ed data (data prvn\u00ed strany)<\/p>\n\n\n\n Spole\u010dnosti budou muset up\u0159ednostnit shroma\u017e\u010fov\u00e1n\u00ed a pou\u017e\u00edv\u00e1n\u00ed vlastn\u00edch \u00fadaj\u016f, z\u00edskan\u00fdch p\u0159\u00edmo od sv\u00fdch z\u00e1kazn\u00edk\u016f. To m\u016f\u017ee zahrnovat:<\/p>\n\n\n\n Implementace robustn\u00edch v\u011brnostn\u00edch program\u016f<\/p>\n\n\n\n Podpora registrace u\u017eivatel\u016f na webu<\/p>\n\n\n\n Vyu\u017eit\u00ed z\u00e1kaznick\u00fdch pr\u016fzkum\u016f a zp\u011btn\u00e9 vazby<\/p>\n\n\n\n 2. P\u0159ijet\u00ed alternativn\u00edch technologi\u00ed<\/p>\n\n\n\n \u2018\u2018Privacy Sandbox spole\u010dnosti Google: Iniciativa, jej\u00edm\u017e c\u00edlem je vytvo\u0159it nov\u00e9 technologie pro digit\u00e1ln\u00ed reklamu p\u0159i respektov\u00e1n\u00ed soukrom\u00ed.<\/p>\n\n\n\n \u2018\u2018Federated Learning of Cohorts (FLoC): N\u00e1vrh spole\u010dnosti Google seskupit u\u017eivatele s podobn\u00fdmi z\u00e1jmy, ani\u017e by je jednotliv\u011b identifikoval.<\/p>\n\n\n\n 3. Pokro\u010dil\u00e1 kontextualizace<\/p>\n\n\n\n Nam\u00edsto spol\u00e9h\u00e1n\u00ed se na historii prohl\u00ed\u017een\u00ed se spole\u010dnosti mohou zam\u011b\u0159it na sofistikovan\u011bj\u0161\u00ed kontextovou reklamu zalo\u017eenou na obsahu, kter\u00fd u\u017eivatel aktivn\u011b konzumuje.<\/p>\n\n\n\n 4. Strategick\u00e1 partnerstv\u00ed a sd\u00edlen\u00ed dat<\/p>\n\n\n\n Spolupr\u00e1ce mezi spole\u010dnostmi za \u00fa\u010delem sd\u00edlen\u00ed dat etick\u00fdm zp\u016fsobem, kter\u00fd je v souladu s p\u0159edpisy na ochranu soukrom\u00ed.<\/p>\n\n\n\n 5. Um\u011bl\u00e1 inteligence a strojov\u00e9 u\u010den\u00ed<\/p>\n\n\n\n Pou\u017eit\u00ed um\u011bl\u00e9 inteligence k p\u0159edpov\u011bdi chov\u00e1n\u00ed a preferenc\u00ed u\u017eivatel\u016f na z\u00e1klad\u011b omezen\u00fdch dat, zlep\u0161en\u00ed personalizace bez spol\u00e9h\u00e1n\u00ed se na soubory cookie.<\/p>\n\n\n\n 6. P\u0159\u00edm\u00e9 zapojen\u00ed z\u00e1kazn\u00edk\u016f<\/p>\n\n\n\n Zam\u011b\u0159te se na marketingov\u00e9 strategie, kter\u00e9 podporuj\u00ed p\u0159\u00edm\u00e9 interakce se z\u00e1kazn\u00edky, jako je e-mailov\u00fd marketing, push notifikace a programy doporu\u010den\u00ed.<\/p>\n\n\n\n V\u00fdzvy a p\u0159\u00edle\u017eitosti<\/strong><\/p>\n\n\n\n I kdy\u017e p\u0159echod do sv\u011bta bez cookies t\u0159et\u00edch stran p\u0159edstavuje v\u00fdznamn\u00e9 v\u00fdzvy, nab\u00edz\u00ed tak\u00e9 p\u0159\u00edle\u017eitosti:<\/p>\n\n\n\n : Zlep\u0161en\u00ed d\u016fv\u011bry spot\u0159ebitel\u016f: D\u016fraz na soukrom\u00ed m\u016f\u017ee zv\u00fd\u0161it d\u016fv\u011bru spot\u0159ebitel\u016f ve zna\u010dky, kter\u00e9 p\u0159ij\u00edmaj\u00ed transparentn\u00ed postupy.<\/p>\n\n\n\n : Pot\u0159eba nov\u00fdch \u0159e\u0161en\u00ed bude hnac\u00ed silou inovac\u00ed v marketingov\u00fdch technologi\u00edch a anal\u00fdze dat.<\/p>\n\n\n\n ^Zam\u011b\u0159en\u00ed na kvalitu obsahu: S men\u0161\u00edm spol\u00e9h\u00e1n\u00edm se na data sledov\u00e1n\u00ed se spole\u010dnosti mohou zam\u011b\u0159it na vytv\u00e1\u0159en\u00ed relevantn\u011bj\u0161\u00edho a poutav\u011bj\u0161\u00edho obsahu.<\/p>\n\n\n\n \u2018\u2018U\u017eivatelsk\u00e9 zku\u0161enosti Enhancement: Personalizace zalo\u017een\u00e1 na vlastn\u00edch datech m\u016f\u017ee v\u00e9st k autenti\u010dt\u011bj\u0161\u00edm a hodnotn\u011bj\u0161\u00edm zku\u0161enostem pro z\u00e1kazn\u00edky.<\/p>\n\n\n\n Z\u00e1v\u011br<\/strong><\/p>\n\n\n\n \u00c9ra po souborech cookie p\u0159edstavuje bod zlomu pro elektronick\u00fd obchod. Spole\u010dnosti, kter\u00e9 se rychle p\u0159izp\u016fsob\u00ed, up\u0159ednost\u0148uj\u00ed soukrom\u00ed u\u017eivatel\u016f a z\u00e1rove\u0148 vyv\u00edjej\u00ed nov\u00e9 formy personalizace a zapojen\u00ed, budou m\u00edt dobrou pozici, aby v tomto nov\u00e9m prost\u0159ed\u00ed prosperovaly.<\/p>\n\n\n\n Jak se pr\u016fmysl t\u011bmito zm\u011bnami orientuje, pravd\u011bpodobn\u011b se objev\u00ed nov\u00e9 technologie a postupy, kter\u00e9 nov\u011b definuj\u00ed digit\u00e1ln\u00ed marketing a z\u00e1kaznickou zku\u0161enost v elektronick\u00e9m obchodov\u00e1n\u00ed. Spole\u010dnosti, kter\u00e9 tuto zm\u011bnu p\u0159ijmou jako p\u0159\u00edle\u017eitost pro inovace a zlep\u0161ov\u00e1n\u00ed, sp\u00ed\u0161e ne\u017e aby ji pova\u017eovaly za pouhou v\u00fdzvu, budou l\u00eddry v nov\u00e9 \u00e9\u0159e elektronick\u00e9ho obchodov\u00e1n\u00ed zam\u011b\u0159en\u00e9ho na soukrom\u00ed.<\/p>","protected":false},"excerpt":{"rendered":" O mundo digital est\u00e1 passando por uma transforma\u00e7\u00e3o significativa com o fim iminente dos cookies de terceiros. Esta mudan\u00e7a, impulsionada por preocupa\u00e7\u00f5es crescentes com a privacidade dos usu\u00e1rios e regulamenta\u00e7\u00f5es como o GDPR na Europa e o CCPA na Calif\u00f3rnia, est\u00e1 for\u00e7ando as empresas de e-commerce a repensar suas estrat\u00e9gias de marketing digital e personaliza\u00e7\u00e3o […]<\/p>\n","protected":false},"author":1,"featured_media":938,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,30,37],"tags":[],"class_list":{"0":"post-936","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artigos","8":"category-destaque","9":"category-tendencias"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/936","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/comments?post=936"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/936\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media\/938"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media?parent=936"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/categories?post=936"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/tags?post=936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}