T\u00ed, ktor\u00ed nasledovali posledn\u00e9 vydanie SXSW ur\u010dite si uvedomil, \u017ee nakupuj\u00faci sa stal n\u00e1ro\u010dnej\u0161\u00ed, z\u00e1mernej\u0161ie a \u0165a\u017ek\u00e9 zauja\u0165, Vo svete s nadmern\u00fdmi podnetmi, pozornos\u0165 sa stala vz\u00e1cnej\u0161ie akt\u00edvum, a zna\u010dky, ktor\u00e9 na\u010falej funguj\u00fa v logike objemu bude kupova\u0165 boj s nov\u00fdmi gener\u00e1ciami, ktor\u00e9 ignoruj\u00fa t\u00fdch, ktor\u00ed nemaj\u00fa ve\u013ea \u010do poveda\u0165, V tomto zmysle stoj\u00ed za to vyzdvihn\u00fa\u0165 provok\u00e1ciu priniesol panel \u201cZabudnite na okamihy Marketing: Vitajte na Worldbuilding\u201d: zna\u010dky, ktor\u00e9 zaobch\u00e1dzaj\u00fa s komunitami ako medi\u00e1lne kan\u00e1ly robia chyby.<\/p>\n\n\n\n
Viac ako kedyko\u013evek predt\u00fdm maj\u00fa maloobchodn\u00e9 medi\u00e1lne platformy pr\u00edle\u017eitos\u0165: namiesto toho, aby sa umiestnili len ako invent\u00e1r dojmov, m\u00f4\u017eu sa umiestni\u0165 ako pr\u00edstup k spotrebite\u013esk\u00fdm komunit\u00e1m so skuto\u010dn\u00fdmi z\u00e1ujmami a z\u00e1mermi. Preto je potrebn\u00e9, aby sa diskurz ove\u013ea viac zameral na relevantn\u00fa \u00fa\u010das\u0165 zna\u010dky.<\/p>\n\n\n\n
V s\u00fa\u010dasnosti \u017eijeme ve\u013ek\u00fd paradox, v ktorom sa v\u0161etko zmenilo, ale z\u00e1klady marketingu zost\u00e1vaj\u00fa rovnak\u00e9, To znamen\u00e1, \u017ee siln\u00e9 zna\u010dky zost\u00e1vaj\u00fa tie, ktor\u00e9 sa sp\u00e1jaj\u00fa s t\u00fdm, na \u010dom \u013eu\u010fom skuto\u010dne z\u00e1le\u017e\u00ed: ich v\u00e1\u0161ne, ritu\u00e1ly a identita.Moment je \u0165a\u017ek\u00fd pr\u00e1ve preto, \u017ee sa mus\u00edte pohybova\u0165 v r\u00fdchlosti transform\u00e1ci\u00ed bez toho, aby ste stratili zo zrete\u013ea tieto d\u00f4le\u017eit\u00e9 princ\u00edpy.<\/p>\n\n\n\n
V tejto s\u00favislosti m\u00e1me aj transform\u00e1cie v \u00falohe CMO, ktor\u00e1 sa v posledn\u00fdch rokoch z\u00e1sadne zmenila Dnes u\u017e nie je fig\u00farkou \u201czodpovednou za marketingov\u00e9 oddelenie\u201d a stala sa architektom rastu, ke\u010f\u017ee sektor sa stal integrovan\u00fdm v\u00fdvojov\u00fdm motorom, ktor\u00fd sp\u00e1ja technol\u00f3gie, d\u00e1ta a kreativitu.<\/p>\n\n\n\n
Z t\u00fdchto pochopen\u00ed z\u00edskava koncept budovania sveta e\u0161te praktickej\u0161iu a obzvl\u00e1\u0161\u0165 relevantn\u00fa vrstvu pre vesm\u00edr Retail Media. Viac ako vytv\u00e1ranie propriet\u00e1rnych vesm\u00edrov a snaha pril\u00e1ka\u0165 spotrebite\u013eov do nich si s\u00fa\u010dasn\u00e1 chv\u00ed\u013ea \u017eiada uznanie, \u017ee tieto svety u\u017e existuj\u00fa, s vlastnou dynamikou, k\u00f3dmi a vodcovstvom. \u00dalohou zna\u010diek je preto participova\u0165 so z\u00e1merom, \u010do si vy\u017eaduje jasnos\u0165, kam vst\u00fapi\u0165 a najm\u00e4, kam nevst\u00fapi\u0165. Tu je tie\u017e z\u00e1sadn\u00e9 hlbok\u00e9 pochopenie toho, \u010do je \u201czmena meny\u201d, ktor\u00e1 ospravedl\u0148uje jej pr\u00edtomnos\u0165 v tomto kontexte.<\/p>\n\n\n\n
T\u00e1to logika \u00faplne men\u00ed sp\u00f4sob, ak\u00fdm by platformy Retail Media mali \u0161trukt\u00farova\u0165 svoje ponuky, preto\u017ee k\u00fdm predt\u00fdm sa pozornos\u0165 s\u00fastredila na poskytovanie z\u00e1sob a rozsahu, teraz je nevyhnutn\u00e9 pochopi\u0165, ku ktor\u00fdm komunit\u00e1m sa pristupuje na ka\u017edom kontaktnom bode n\u00e1kupnej cesty. Koniec koncov, prostredie elektronick\u00e9ho obchodu, maloobchodn\u00e1 aplik\u00e1cia alebo dokonca fyzick\u00fd POS s\u00fa v praxi priestory, kde koexistuj\u00fa r\u00f4zne \u201cmundos, definovan\u00e9 zvykmi, pr\u00edle\u017eitos\u0165ami spotreby a \u0161pecifick\u00fdmi z\u00e1mermi. Ve\u013ek\u00fdm tajomstvom je, \u017ee \u00fa\u010das\u0165 na t\u00fdchto momentoch s relevantnos\u0165ou je ove\u013ea silnej\u0161ia ako jednoduch\u00e9 ovplyv\u0148ovanie.<\/p>\n\n\n\n
\u010eal\u0161ou t\u00e9mou, ktor\u00e1 si zasl\u00fa\u017ei pozornos\u0165, je vz\u0165ah s tvorcami, ke\u010f\u017ee tradi\u010dn\u00fd model, ktor\u00fd s tvorcami zaobch\u00e1dza ako s outsourcovan\u00fdmi m\u00e9diami, str\u00e1ca silu tv\u00e1rou v tv\u00e1r potrebe autenticity zo strany spotrebite\u013eov. \u010coraz viac by sa na nich malo pozera\u0165 ako na spoluautorov zna\u010dky, teda \u013eud\u00ed, ktor\u00ed u\u017e do tohto kozmu patria a ktor\u00ed maj\u00fa teda legitimitu budova\u0165 pr\u00edbehy, ktor\u00e9 rezonuj\u00fa. Pre maloobchodn\u00e9 m\u00e9di\u00e1 existuje obrovsk\u00e1 pr\u00edle\u017eitos\u0165 integrova\u0165 tvorcu tak do kampan\u00ed, ako aj do samotn\u00e9ho z\u00e1\u017eitku z n\u00e1kupu, prin\u00e1\u0161a\u0165 obsah, vplyv a konverziu organick\u00fdm sp\u00f4sobom, to znamen\u00e1, \u017ee tvorcovia v maloobchodn\u00fdch m\u00e9di\u00e1ch m\u00f4\u017eu a mali by by\u0165 s\u00fa\u010das\u0165ou strat\u00e9gi\u00ed hornej, strednej a spodnej \u010dasti spotrebn\u00e9ho produktu, ktor\u00e9 by bolo vidie\u0165 v spodnej \u010dasti obrazovky?Obrazovka, ktor\u00e1 je zauj\u00edmav\u00e1.<\/p>\n\n\n\n
V\u0161etky tieto zmeny samozrejme prin\u00e1\u0161aj\u00fa maloobchodu v\u00fdzvy: prvou je vzda\u0165 sa absol\u00fatnej kontroly v prospech kur\u00e1torskej logiky, zatia\u013e \u010do druhou je zabezpe\u010di\u0165 konzistentnos\u0165 v rozsahu, \u010do si vy\u017eaduje skuto\u010dn\u00e9 invest\u00edcie do \u00fadajov, technol\u00f3gi\u00ed, soci\u00e1lneho po\u010d\u00favania a miestnej inteligencie. V takomto dynamickom prostred\u00ed nesta\u010d\u00ed ma\u0165 dobr\u00fa centr\u00e1lnu strat\u00e9giu, preto\u017ee pr\u00e1ve kontextualizovan\u00e9 vykon\u00e1vanie ur\u010duje \u00faspech iniciat\u00edv maloobchodn\u00fdch m\u00e9di\u00ed.<\/p>\n\n\n\n
Nakoniec m\u00f4\u017eeme zaznamena\u0165 d\u00f4le\u017eit\u00fa transform\u00e1ciu v sp\u00f4sobe, ak\u00fdm sa buduj\u00fa vz\u0165ahy v tomto ekosyst\u00e9me, Nahr\u00e1dzaj\u00fa sa ad hoc a transak\u010dn\u00e9 kampane hlb\u0161\u00edmi, trval\u00fdmi a integrovan\u00fdmi partnerstvami, \u010di u\u017e so zna\u010dkami, tvorcami alebo dokonca so samotn\u00fdmi maloobchodn\u00edkmi Odteraz a s prihliadnut\u00edm na to, \u017ee trh sa \u010doraz viac orientuje na relevantnos\u0165, d\u00f4veru a vytv\u00e1ranie zmyslu, maloobchodn\u00e9 medi\u00e1lne platformy, ktor\u00e9 sa tie\u017e m\u00f4\u017eu postavi\u0165 ako sprostredkovatelia skuto\u010dnej \u00fa\u010dasti, ako aj medi\u00e1lni sprostredkovatelia, z\u00edskaj\u00fa konkuren\u010dn\u00fa v\u00fdhodu a pr\u00e1vomoc diktova\u0165 bud\u00facnos\u0165, pri\u010dom nedok\u00e1\u017eu spochybni\u0165 pozornos\u0165, v skuto\u010dnosti sprostredkova\u0165 vz\u0165ahy s vn\u00edmanou hodnotou.<\/p>\n\n\n\n
*Felipe Malheiros je ved\u00facou agent\u00far v Unlimitail Brasil, platforme maloobchodn\u00fdch m\u00e9di\u00ed 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\/sk\/wp-json\/wp\/v2\/posts\/94791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/comments?post=94791"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/posts\/94791\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/media\/1915"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/media?parent=94791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/categories?post=94791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/tags?post=94791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}