Ti, kte\u0159\u00ed sledovali posledn\u00ed vyd\u00e1n\u00ed SXSW, si jist\u011b uv\u011bdomili, \u017ee nakupuj\u00edc\u00ed se stal n\u00e1ro\u010dn\u011bj\u0161\u00edm, z\u00e1m\u011brn\u011bj\u0161\u00edm a t\u011b\u017eko ohromiteln\u00fdm Ve sv\u011bt\u011b s nadm\u011brn\u00fdmi podn\u011bty se pozornost stala vz\u00e1cn\u011bj\u0161\u00edm p\u0159\u00ednosem a zna\u010dky, kter\u00e9 nad\u00e1le funguj\u00ed v logice objemu, si koup\u00ed boj s nov\u00fdmi generacemi, kter\u00e9 ignoruj\u00ed ty, kte\u0159\u00ed nemaj\u00ed moc co \u0159\u00edct V tomto smyslu stoj\u00ed za to vyzdvihnout provokaci, kterou p\u0159inesl panel \u201cZapome\u0148te na okam\u017eiky Marketing: V\u00edtejte ve Worldbuilding: zna\u010dky, kter\u00e9 zach\u00e1zej\u00ed s komunitami jako s medi\u00e1ln\u00edmi kan\u00e1ly, d\u011blaj\u00ed chyby.<\/p>\n\n\n\n
V\u00edce ne\u017e kdy jindy maj\u00ed maloobchodn\u00ed medi\u00e1ln\u00ed platformy p\u0159\u00edle\u017eitost: m\u00edsto toho, aby se umis\u0165ovaly pouze jako soupis dojm\u016f, mohou se umis\u0165ovat jako p\u0159\u00edstup ke spot\u0159ebitelsk\u00fdm komunit\u00e1m se skute\u010dn\u00fdmi z\u00e1jmy a z\u00e1m\u011bry. Proto je t\u0159eba diskurz mnohem v\u00edce zam\u011b\u0159it na relevantn\u00ed \u00fa\u010dast zna\u010dky.<\/p>\n\n\n\n
V sou\u010dasn\u00e9 dob\u011b \u017eijeme velk\u00fd paradox, ve kter\u00e9m se v\u0161echno zm\u011bnilo, ale z\u00e1klady marketingu z\u016fst\u00e1vaj\u00ed stejn\u00e9 To znamen\u00e1, \u017ee siln\u00e9 zna\u010dky z\u016fst\u00e1vaj\u00ed ty, kter\u00e9 se napojuj\u00ed na to, na \u010dem lidem skute\u010dn\u011b z\u00e1le\u017e\u00ed: na jejich v\u00e1\u0161n\u00edch, ritu\u00e1lech a identit\u011b, Ten okam\u017eik je t\u011b\u017ek\u00fd pr\u00e1v\u011b proto, \u017ee pot\u0159ebujete navigovat rychlost\u00ed transformac\u00ed, ani\u017e byste ztratili ze z\u0159etele tyto d\u016fle\u017eit\u00e9 principy.<\/p>\n\n\n\n
V t\u00e9to souvislosti m\u00e1me tak\u00e9 prom\u011bny v roli CMO, kter\u00e1 se v posledn\u00edch letech z\u00e1sadn\u011b zm\u011bnila Dnes u\u017e to nen\u00ed figura \u201czodpov\u011bdn\u00e1 za marketingov\u00e9 odd\u011blen\u00ed\u201d a stala se architektem r\u016fstu, proto\u017ee sektor se stal integrovan\u00fdm v\u00fdvojov\u00fdm motorem, kter\u00fd spojuje technologie, data a kreativitu.<\/p>\n\n\n\n
Z t\u011bchto ch\u00e1p\u00e1n\u00ed z\u00edsk\u00e1v\u00e1 koncept budov\u00e1n\u00ed sv\u011bta je\u0161t\u011b prakti\u010dt\u011bj\u0161\u00ed a zvl\u00e1\u0161t\u011b relevantn\u00ed vrstvu pro vesm\u00edr Retail Media. V\u00edce ne\u017e vytv\u00e1\u0159en\u00ed propriet\u00e1rn\u00edch vesm\u00edr\u016f a snaha p\u0159il\u00e1kat do nich spot\u0159ebitele, sou\u010dasn\u00fd okam\u017eik \u017e\u00e1d\u00e1 uzn\u00e1n\u00ed, \u017ee tyto sv\u011bty ji\u017e existuj\u00ed, s dynamikou, k\u00f3dy a vlastn\u00edmi v\u016fdcovstv\u00edmi. \u00dalohou zna\u010dek je proto \u00fa\u010dastnit se se z\u00e1m\u011brem, co\u017e vy\u017eaduje jasnost, kam vstoupit a zejm\u00e9na kam nevstoupit. Zde je tak\u00e9 z\u00e1sadn\u00ed hlubok\u00e9 pochopen\u00ed toho, co je m\u011bna zm\u011bny, kter\u00e1 ospravedl\u0148uje jej\u00ed p\u0159\u00edtomnost v tomto kontextu.<\/p>\n\n\n\n
Tato logika zcela m\u011bn\u00ed zp\u016fsob, jak\u00fdm by platformy Retail Media m\u011bly strukturovat sv\u00e9 nab\u00eddky, proto\u017ee zat\u00edmco d\u0159\u00edve se zam\u011b\u0159ovalo na poskytov\u00e1n\u00ed z\u00e1sob a rozsahu, je nyn\u00ed nezbytn\u00e9 pochopit, ke kter\u00fdm komunit\u00e1m se p\u0159istupuje na ka\u017ed\u00e9m dotykov\u00e9m bod\u011b n\u00e1kupn\u00ed cesty. prost\u0159ed\u00ed elektronick\u00e9ho obchodu, maloobchodn\u00ed aplikace nebo dokonce fyzick\u00e9 POS jsou v praxi prostory, kde koexistuj\u00ed r\u016fzn\u00e9 emmundos, definovan\u00e9 zvyky, konzumn\u00edmi p\u0159\u00edle\u017eitostmi a specifick\u00fdmi z\u00e1m\u011bry. Velk\u00fdm tajemstv\u00edm je, \u017ee \u00fa\u010dast na t\u011bchto okam\u017eic\u00edch s relevanc\u00ed je mnohem siln\u011bj\u0161\u00ed ne\u017e pouh\u00fd dopad.<\/p>\n\n\n\n
Dal\u0161\u00edm t\u00e9matem, kter\u00e9 si zaslou\u017e\u00ed pozornost, je vztah s tv\u016frci, proto\u017ee tradi\u010dn\u00ed model, kter\u00fd zach\u00e1z\u00ed s tv\u016frci jako s extern\u011b zaji\u0161\u0165ovan\u00fdmi m\u00e9dii, ztr\u00e1c\u00ed s\u00edlu tv\u00e1\u0159\u00ed v tv\u00e1\u0159 pot\u0159eb\u011b autenticity ze strany spot\u0159ebitel\u016f. St\u00e1le \u010dast\u011bji by m\u011bli b\u00fdt pova\u017eov\u00e1ni za spoluautory zna\u010dky, tedy lid\u00e9, kte\u0159\u00ed ji\u017e do tohoto kosmu pat\u0159\u00ed, a kte\u0159\u00ed proto maj\u00ed legitimitu budovat p\u0159\u00edb\u011bhy, kter\u00e9 rezonuj\u00ed. Pro maloobchodn\u00ed m\u00e9dia existuje obrovsk\u00e1 p\u0159\u00edle\u017eitost integrovat tv\u016frce jak do kampan\u00ed, tak do samotn\u00e9ho z\u00e1\u017eitku z n\u00e1kupu, p\u0159in\u00e1\u0161et obsah, vliv a konverzi organick\u00fdm zp\u016fsobem, to znamen\u00e1, \u017ee tv\u016frci v maloobchodn\u00edch m\u00e9di\u00edch mohou a m\u011bli by b\u00fdt sou\u010d\u00e1st\u00ed strategi\u00ed horn\u00edho, st\u0159edn\u00edho a spodn\u00edho spot\u0159ebn\u00edho produktu, kter\u00fd by byl vid\u011bt ve spodn\u00ed \u010d\u00e1sti obrazovky? Obrazovka, kter\u00e1 je zaj\u00edmav\u00e1.<\/p>\n\n\n\n
V\u0161echny tyto zm\u011bny samoz\u0159ejm\u011b p\u0159in\u00e1\u0161ej\u00ed v\u00fdzvy pro maloobchod: prvn\u00ed je vzd\u00e1t se absolutn\u00ed kontroly ve prosp\u011bch kur\u00e1torsk\u00e9 logiky, zat\u00edmco druh\u00e1 je zajistit konzistenci v m\u011b\u0159\u00edtku, co\u017e vy\u017eaduje skute\u010dn\u00e9 investice do dat, technologi\u00ed, soci\u00e1ln\u00edho naslouch\u00e1n\u00ed a m\u00edstn\u00ed inteligence V tak dynamick\u00e9m prost\u0159ed\u00ed nesta\u010d\u00ed m\u00edt dobrou centr\u00e1ln\u00ed strategii, proto\u017ee pr\u00e1v\u011b kontextualizovan\u00e9 proveden\u00ed ur\u010duje \u00fasp\u011bch iniciativ maloobchodn\u00edch m\u00e9di\u00ed.<\/p>\n\n\n\n
Kone\u010dn\u011b m\u016f\u017eeme zaznamenat d\u016fle\u017eitou prom\u011bnu ve zp\u016fsobu budov\u00e1n\u00ed vztah\u016f v tomto ekosyst\u00e9mu Doch\u00e1z\u00ed k nahrazov\u00e1n\u00ed ad hoc a transak\u010dn\u00edch kampan\u00ed hlub\u0161\u00edmi, trval\u00fdmi a integrovan\u00fdmi partnerstv\u00edmi, a\u0165 u\u017e se zna\u010dkami, tv\u016frci nebo dokonce se samotn\u00fdmi maloobchodn\u00edky Od nyn\u011bj\u0161ka a s p\u0159ihl\u00e9dnut\u00edm k tomu, \u017ee trh je st\u00e1le v\u00edce orientov\u00e1n na relevanci, d\u016fv\u011bru a vytv\u00e1\u0159en\u00ed v\u00fdznamu, maloobchodn\u00ed medi\u00e1ln\u00ed platformy, kter\u00e9 se mohou tak\u00e9 postavit jako facilit\u00e1to\u0159i skute\u010dn\u00e9 participace, stejn\u011b jako medi\u00e1ln\u00ed zprost\u0159edkovatel\u00e9, z\u00edskaj\u00ed konkuren\u010dn\u00ed v\u00fdhodu a pravomoc diktovat budoucnost, ani\u017e by zpochybnili pozornost, ve skute\u010dnosti zprost\u0159edkov\u00e1vaj\u00ed vztahy s vn\u00edmanou hodnotou.<\/p>\n\n\n\n
*Felipe Malheiros je vedouc\u00edm agentur v Unlimitail Brasil, platform\u011b Retail Media Carrefour Group v Braz\u00edlii<\/em>.<\/p>","protected":false},"excerpt":{"rendered":" Quem acompanhou a \u00faltima edi\u00e7\u00e3o do SXSW certamente percebeu que o shopper ficou mais exigente, intencional e dif\u00edcil de impressionar. Num mundo com excesso de est\u00edmulos, a aten\u00e7\u00e3o virou um […]<\/p>\n","protected":false},"author":1,"featured_media":1915,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,37],"tags":[47,43,48],"class_list":["post-94791","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artigos","category-tendencias","tag-artigos","tag-e-commerce","tag-tendencias"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/94791","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=94791"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/94791\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media\/1915"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media?parent=94791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/categories?post=94791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/tags?post=94791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}