Tie, kas sekoja p\u0113d\u0113jam SXSW izdevumam, noteikti saprata, ka pirc\u0113js k\u013cuva pras\u012bg\u0101ks, t\u012b\u0161\u0101ks un gr\u016bt\u0101k iespaidojams Pasaul\u0113 ar p\u0101rm\u0113r\u012bgiem stimuliem uzman\u012bba ir k\u013cuvusi par maz\u0101ku v\u0113rt\u012bbu, un z\u012bmoli, kas turpina darboties apjoma lo\u0123ik\u0101, pirks c\u012b\u0146u ar jaunaj\u0101m paaudz\u0113m, kuras ignor\u0113 tos, kuriem nav daudz ko teikt. \u0160aj\u0101 zi\u0146\u0101 ir v\u0113rts izcelt pane\u013ca \u201cAizmirst mirk\u013cus m\u0101rketings: laipni l\u016bdzam pasaules veido\u0161an\u0101\u201d atnesto provok\u0101ciju: z\u012bmoli, kas izturas pret kopien\u0101m k\u0101 pret mediju kan\u0101liem, pie\u013cauj k\u013c\u016bdas.<\/p>\n\n\n\n
Vair\u0101k nek\u0101 jebkad agr\u0101k mazumtirdzniec\u012bbas mediju platform\u0101m ir iesp\u0113ja: t\u0101 viet\u0101, lai pozicion\u0113tu sevi tikai k\u0101 iespaidu invent\u0101ru, t\u0101s var sevi novietot k\u0101 piek\u013cuvi pat\u0113r\u0113t\u0101ju kopien\u0101m ar re\u0101l\u0101m interes\u0113m un nodomiem.T\u0101p\u0113c diskursam ir j\u0101b\u016bt daudz vair\u0101k v\u0113rstam uz z\u012bmola attiec\u012bgo l\u012bdzdal\u012bbu.<\/p>\n\n\n\n
\u0160obr\u012bd dz\u012bvojam lielu paradoksu, kur\u0101 viss ir main\u012bjies, bet m\u0101rketinga pamati paliek nemain\u012bgi Tas ir, sp\u0113c\u012bgi z\u012bmoli paliek tie, kas savienojas ar to, kas cilv\u0113kiem patie\u0161\u0101m ir svar\u012bgs: vi\u0146u kaisl\u012bbas, ritu\u0101li un identit\u0101te.Br\u012bdis ir gr\u016bts tie\u0161i t\u0101p\u0113c, ka j\u0101p\u0101rvietojas transform\u0101ciju \u0101trum\u0101, neaizmirstot par \u0161iem svar\u012bgajiem principiem.<\/p>\n\n\n\n
\u0160aj\u0101 kontekst\u0101 mums ir ar\u012b p\u0101rmai\u0146as TKO lom\u0101, kas p\u0113d\u0113jos gados ir b\u016btiski main\u012bjusies. M\u016bsdien\u0101s t\u0101 vairs nav fig\u016bra, kas \u201catbild par m\u0101rketinga noda\u013cu\u201d un k\u013cuva par izaugsmes arhitektu, jo nozare ir k\u013cuvusi par integr\u0113tu att\u012bst\u012bbas dzin\u0113jsp\u0113ks, kas apvieno tehnolo\u0123ijas, datus un rado\u0161umu.<\/p>\n\n\n\n
No \u0161\u012bm izpratn\u0113m pasaules veido\u0161anas j\u0113dziens ieg\u016bst v\u0113l praktisk\u0101ku un \u012bpa\u0161i aktu\u0101l\u0101ku sl\u0101ni Mazumtirdzniec\u012bbas mediju visumam Vair\u0101k nek\u0101 patent\u0113tu Visumu rad\u012b\u0161ana un m\u0113\u0123in\u0101jums tajos piesaist\u012bt pat\u0113r\u0113t\u0101jus, pa\u0161reiz\u0113jais br\u012bdis prasa atz\u012bt, ka \u0161\u012bs pasaules jau past\u0101v, ar savu dinamiku, kodiem un l\u012bder\u012bb\u0101m. T\u0101p\u0113c z\u012bmolu loma ir piedal\u012bties ar nol\u016bku, kas prasa skaidr\u012bbu par to, kur ien\u0101kt un jo \u012bpa\u0161i, kur neien\u0101kt. \u0160eit ir ar\u012b fundament\u0101la dzi\u013ca izpratne par to, kas ir \u201cmain\u012bt val\u016btu\u201d, kas attaisno t\u0101s kl\u0101tb\u016btni \u0161aj\u0101 kontekst\u0101.<\/p>\n\n\n\n
\u0160\u012b lo\u0123ika piln\u012bb\u0101 maina veidu, k\u0101 mazumtirdzniec\u012bbas mediju platform\u0101m b\u016btu j\u0101struktur\u0113 savi pied\u0101v\u0101jumi, jo, lai gan pirms uzman\u012bbas tika likts uz kr\u0101jumu un m\u0113roga nodro\u0161in\u0101\u0161anu, tagad ir svar\u012bgi saprast, kur\u0101m kopien\u0101m piek\u013c\u016bst katr\u0101 pirk\u0161anas ce\u013cojuma saskares punkt\u0101. Galu gal\u0101 e-komercijas vide, mazumtirdzniec\u012bbas lietotne vai pat fiziska POS praks\u0113 ir telpas, kur\u0101s past\u0101v da\u017e\u0101di \u201cmundo l\u012bdz\u0101s, ko nosaka ieradumi, pat\u0113ri\u0146a gad\u012bjumi un konkr\u0113ti nodomi. Lieliskais nosl\u0113pums ir tas, ka dal\u012bba \u0161ajos br\u012b\u017eos ar aktualit\u0101ti ir daudz sp\u0113c\u012bg\u0101ka nek\u0101 vienk\u0101r\u0161a ietekme.<\/p>\n\n\n\n
V\u0113l viena t\u0113ma, kas ir peln\u012bjusi uzman\u012bbu, ir attiec\u012bbas ar rad\u012bt\u0101jiem, jo tradicion\u0101lais modelis, kas pret rad\u012bt\u0101jiem izturas k\u0101 pret \u0101rpakalpojumu medijiem, zaud\u0113 sp\u0113ku, saskaroties ar pat\u0113r\u0113t\u0101ju vajadz\u012bbu p\u0113c autentiskuma Arvien bie\u017e\u0101k vi\u0146i ir j\u0101uztver k\u0101 z\u012bmola l\u012bdzautori, proti, cilv\u0113ki, kuri jau pieder pie \u0161iem kosmosiem un kuriem l\u012bdz ar to ir le\u0123itimit\u0101te veidot st\u0101st\u012bjumus, kas rezon\u0113 Mazumtirdzniec\u012bbas medijiem ir milz\u012bga iesp\u0113ja integr\u0113t rad\u012bt\u0101ju gan kampa\u0146\u0101s, gan pa\u0161\u0101 pirk\u0161anas pieredz\u0113, organisk\u0101 veid\u0101 ienesot saturu, ietekmi un konversiju, proti, mazumtirdzniec\u012bbas mediju veidot\u0101ji var un tiem vajadz\u0113tu b\u016bt da\u013cai no pat\u0113ri\u0146a produkta aug\u0161\u0113j\u0101s, vid\u0113j\u0101s un apak\u0161\u0113j\u0101s strat\u0113\u0123ijas, kas b\u016btu redzamas ekr\u0101na apak\u0161\u0101?Ekr\u0101ns, kas ir interesants.<\/p>\n\n\n\n
Protams, visas \u0161\u012bs izmai\u0146as mazumtirdzniec\u012bbai rada izaicin\u0101jumus: pirm\u0101 ir atteikties no absol\u016btas kontroles par labu k\u016br\u0113\u0161anas lo\u0123ikai, bet otr\u0101 - nodro\u0161in\u0101t konsekvenci m\u0113rog\u0101, kas prasa re\u0101lus ieguld\u012bjumus datos, tehnolo\u0123ij\u0101s, soci\u0101laj\u0101 klaus\u012b\u0161an\u0101 un viet\u0113j\u0101 intelekt\u0101.T\u0101d\u0101 dinamisk\u0101 vid\u0113 nepietiek ar labu centr\u0101lo strat\u0113\u0123iju, jo tie\u0161i kontekstualiz\u0113t\u0101 izpilde nosaka mazumtirdzniec\u012bbas mediju iniciat\u012bvu pan\u0101kumus.<\/p>\n\n\n\n
Visbeidzot, m\u0113s varam atz\u012bm\u0113t svar\u012bgu p\u0101rveidi taj\u0101, k\u0101 \u0161aj\u0101 ekosist\u0113m\u0101 tiek veidotas attiec\u012bbas Notiek ad hoc un dar\u012bjumu kampa\u0146u aizst\u0101\u0161ana ar dzi\u013c\u0101k\u0101m, ilgsto\u0161\u0101m un integr\u0113t\u0101m partner\u012bb\u0101m, vai nu ar z\u012bmoliem, rad\u012bt\u0101jiem vai pat pa\u0161iem mazumtirgot\u0101jiem Turpm\u0101k un \u0146emot v\u0113r\u0101, ka tirgu arvien vair\u0101k orient\u0113 atbilst\u012bba, uztic\u0113\u0161an\u0101s un j\u0113gas veido\u0161ana, mazumtirdzniec\u012bbas mediju platformas, kas var ar\u012b pozicion\u0113t sevi k\u0101 patiesas l\u012bdzdal\u012bbas veicin\u0101t\u0101jus, k\u0101 ar\u012b mediju starpnieki ieg\u016bs konkurences priek\u0161roc\u012bbas un sp\u0113ku dikt\u0113t n\u0101kotni, neapstr\u012bdot uzman\u012bbu, faktiski, starpnieks attiec\u012bb\u0101s ar uztverto v\u0113rt\u012bbu.<\/p>\n\n\n\n
*Felipe Malheiros ir a\u0123ent\u016bru vad\u012bt\u0101js Unlimitail Brasil, Carrefour Group mazumtirdzniec\u012bbas mediju platform\u0101 Braz\u012blij\u0101<\/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\/lv\/wp-json\/wp\/v2\/posts\/94791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/comments?post=94791"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/posts\/94791\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/media\/1915"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/media?parent=94791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/categories?post=94791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/tags?post=94791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}