Ata q\u00eb ndoq\u00ebn edicionin e fundit t\u00eb SXSW sigurisht e kuptuan se bler\u00ebsi u b\u00eb m\u00eb k\u00ebrkues, i q\u00ebllimsh\u00ebm dhe i v\u00ebshtir\u00eb p\u00ebr t'u b\u00ebr\u00eb p\u00ebrshtypje. N\u00eb nj\u00eb bot\u00eb me stimuj t\u00eb tepruar, v\u00ebmendja \u00ebsht\u00eb b\u00ebr\u00eb nj\u00eb pasuri m\u00eb e pak\u00ebt dhe markat q\u00eb vazhdojn\u00eb t\u00eb operojn\u00eb n\u00eb logjik\u00ebn e v\u00ebllimit do t\u00eb blejn\u00eb luft\u00eb me gjeneratat e reja q\u00eb injorojn\u00eb ata q\u00eb nuk kan\u00eb shum\u00eb p\u00ebr t\u00eb th\u00ebn\u00eb. N\u00eb k\u00ebt\u00eb kuptim, ia vlen t\u00eb theksohet nj\u00eb provokim i sjell\u00eb nga paneli \u201cForget Moments Marketing: Welcome to Worldbuilding\u201d: markat q\u00eb i trajtojn\u00eb komunitetet si kanale mediatike po b\u00ebjn\u00eb gabime.<\/p>\n\n\n\n
M\u00eb shum\u00eb se kurr\u00eb, platformat e mediave me pakic\u00eb kan\u00eb nj\u00eb mund\u00ebsi: n\u00eb vend q\u00eb t\u00eb pozicionohen vet\u00ebm si nj\u00eb inventar p\u00ebrshtypjesh, ato mund ta vendosin veten si akses n\u00eb komunitetet e konsumator\u00ebve me interesa dhe synime reale. Prandaj, diskursi duhet t\u00eb jet\u00eb shum\u00eb m\u00eb i fokusuar n\u00eb pjes\u00ebmarrjen p\u00ebrkat\u00ebse t\u00eb mark\u00ebs.<\/p>\n\n\n\n
Aktualisht po jetojm\u00eb nj\u00eb paradoks t\u00eb madh, n\u00eb t\u00eb cilin gjith\u00e7ka ka ndryshuar, por bazat e marketingut mbeten t\u00eb nj\u00ebjta. Dometh\u00ebn\u00eb, markat e forta mbeten ato q\u00eb lidhen me at\u00eb q\u00eb ka v\u00ebrtet r\u00ebnd\u00ebsi p\u00ebr njer\u00ebzit: pasionet, ritualet dhe identitetin e tyre. Momenti \u00ebsht\u00eb i v\u00ebshtir\u00eb pik\u00ebrisht sepse ju duhet t\u00eb lundroni n\u00eb shpejt\u00ebsin\u00eb e transformimeve pa i humbur nga syt\u00eb k\u00ebto parime t\u00eb r\u00ebnd\u00ebsishme.<\/p>\n\n\n\n
N\u00eb k\u00ebt\u00eb kontekst, kemi edhe transformime n\u00eb rolin e ZKM-s\u00eb, i cili ka ndryshuar rr\u00ebnj\u00ebsisht vitet e fundit. Sot, ai nuk \u00ebsht\u00eb m\u00eb shifra \u201cp\u00ebrgjegj\u00ebse p\u00ebr departamentin e marketingut\u201d dhe u b\u00eb arkitekt i rritjes, pasi sektori \u00ebsht\u00eb b\u00ebr\u00eb nj\u00eb motor zhvillimi i integruar q\u00eb bashkon teknologjin\u00eb, t\u00eb dh\u00ebnat dhe kreativitetin.<\/p>\n\n\n\n
Nga k\u00ebto kuptime, koncepti i nd\u00ebrtimit t\u00eb bot\u00ebs fiton nj\u00eb shtres\u00eb edhe m\u00eb praktike dhe ve\u00e7an\u00ebrisht t\u00eb r\u00ebnd\u00ebsishme p\u00ebr universin e Medias me Pakic\u00eb. M\u00eb shum\u00eb se krijimi i universeve pron\u00ebsore dhe p\u00ebrpjekja p\u00ebr t\u00eb t\u00ebrhequr konsumator\u00ebt n\u00eb to, momenti aktual k\u00ebrkon njohjen se k\u00ebto bot\u00eb tashm\u00eb ekzistojn\u00eb, me dinamika, kode dhe lidershipe t\u00eb tyre. Prandaj, roli i markave \u00ebsht\u00eb t\u00eb marrin pjes\u00eb me q\u00ebllim, i cili k\u00ebrkon qart\u00ebsi se ku t\u00eb hyjn\u00eb dhe, ve\u00e7an\u00ebrisht, ku t\u00eb mos hyjn\u00eb. K\u00ebtu \u00ebsht\u00eb gjithashtu thelb\u00ebsore nj\u00eb kuptim i thell\u00eb i asaj q\u00eb \u00ebsht\u00eb \u201cmonedha e k\u00ebmbimit\u201d q\u00eb justifikon pranin\u00eb e saj n\u00eb at\u00eb kontekst.<\/p>\n\n\n\n
Kjo logjik\u00eb ndryshon plot\u00ebsisht m\u00ebnyr\u00ebn se si platformat e Medias me Pakic\u00eb duhet t\u00eb strukturojn\u00eb ofertat e tyre, sepse nd\u00ebrsa m\u00eb par\u00eb fokusi ishte n\u00eb sigurimin e inventarit dhe shkall\u00ebs, tani \u00ebsht\u00eb thelb\u00ebsore t\u00eb kuptohet se cilat komunitete po aksesohen n\u00eb \u00e7do pik\u00eb kontakti t\u00eb udh\u00ebtimit t\u00eb blerjes. N\u00eb fund t\u00eb fundit, nj\u00eb mjedis i tregtis\u00eb elektronike, nj\u00eb aplikacion i shitjes me pakic\u00eb apo edhe nj\u00eb POS fizik jan\u00eb, n\u00eb praktik\u00eb, hap\u00ebsira ku \u201cmund t\u00eb bashk\u00ebjetojn\u00eb, t\u00eb p\u00ebrcaktuara nga zakonet, rastet e konsumit dhe synimet specifike. Sekreti i madh \u00ebsht\u00eb se pjes\u00ebmarrja n\u00eb k\u00ebto momente me r\u00ebnd\u00ebsi \u00ebsht\u00eb shum\u00eb m\u00eb e fuqishme sesa thjesht ndikimi.<\/p>\n\n\n\n
Nj\u00eb tem\u00eb tjet\u00ebr q\u00eb meriton v\u00ebmendje \u00ebsht\u00eb marr\u00ebdh\u00ebnia me krijuesit, pasi modeli tradicional, i cili i trajton krijuesit si media t\u00eb jashtme, humbet forc\u00ebn p\u00ebrball\u00eb nevoj\u00ebs p\u00ebr autenticitet nga konsumator\u00ebt. Gjithnj\u00eb e m\u00eb shum\u00eb, ata duhet t\u00eb shihen si bashkautor\u00eb t\u00eb mark\u00ebs, pra njer\u00ebz q\u00eb tashm\u00eb i p\u00ebrkasin k\u00ebtyre kozmosit dhe q\u00eb, p\u00ebr rrjedhoj\u00eb, kan\u00eb legjitimitet p\u00ebr t\u00eb nd\u00ebrtuar narrativa q\u00eb rezonojn\u00eb. P\u00ebr mediat me pakic\u00eb, ekziston nj\u00eb mund\u00ebsi e madhe p\u00ebr t\u00eb integruar krijuesin si n\u00eb fushata ashtu edhe n\u00eb vet\u00eb p\u00ebrvoj\u00ebn e blerjes, duke sjell\u00eb p\u00ebrmbajtjen, ndikimin dhe konvertimin n\u00eb m\u00ebnyr\u00eb organike, dometh\u00ebn\u00eb q\u00eb krijuesit n\u00eb mediat e shitjes me pakic\u00eb mund dhe duhet t\u00eb jen\u00eb pjes\u00eb e strategjive t\u00eb sip\u00ebrme, t\u00eb mesme dhe t\u00eb poshtme t\u00eb produktit t\u00eb konsumit q\u00eb do t\u00eb shiheshin n\u00eb fund t\u00eb ekranit? Ekrani q\u00eb \u00ebsht\u00eb interesant.<\/p>\n\n\n\n
Natyrisht, t\u00eb gjitha k\u00ebto ndryshime sjellin sfida p\u00ebr shitjen me pakic\u00eb: e para \u00ebsht\u00eb heqja dor\u00eb nga kontrolli absolut n\u00eb favor t\u00eb nj\u00eb logjike kurimi, nd\u00ebrsa e dyta \u00ebsht\u00eb sigurimi i q\u00ebndrueshm\u00ebris\u00eb n\u00eb shkall\u00eb, e cila k\u00ebrkon investim real n\u00eb t\u00eb dh\u00ebna, teknologji, d\u00ebgjim social dhe inteligjenc\u00eb lokale. N\u00eb nj\u00eb mjedis kaq dinamik nuk mjafton t\u00eb kesh nj\u00eb strategji t\u00eb mir\u00eb qendrore, sepse \u00ebsht\u00eb ekzekutimi i kontekstualizuar ai q\u00eb p\u00ebrcakton suksesin e nismave t\u00eb medias me pakic\u00eb.<\/p>\n\n\n\n
S\u00eb fundi, mund t\u00eb v\u00ebrejm\u00eb nj\u00eb transformim t\u00eb r\u00ebnd\u00ebsish\u00ebm n\u00eb m\u00ebnyr\u00ebn se si nd\u00ebrtohen marr\u00ebdh\u00ebniet n\u00eb k\u00ebt\u00eb ekosistem. Ka nj\u00eb z\u00ebvend\u00ebsim t\u00eb fushatave ad hoc dhe transaksionale me partneritete m\u00eb t\u00eb thella, t\u00eb q\u00ebndrueshme dhe t\u00eb integruara, qoft\u00eb me markat, krijuesit apo edhe me vet\u00eb shit\u00ebsit me pakic\u00eb. Tani e tutje, dhe duke marr\u00eb parasysh q\u00eb tregu po orientohet gjithnj\u00eb e m\u00eb shum\u00eb nga r\u00ebnd\u00ebsia, besimi dhe kuptimi, platformat e mediave me pakic\u00eb q\u00eb gjithashtu mund t\u00eb pozicionohen si leht\u00ebsues t\u00eb pjes\u00ebmarrjes s\u00eb v\u00ebrtet\u00eb, si dhe nd\u00ebrmjet\u00ebs t\u00eb medias, do t\u00eb fitojn\u00eb avantazh konkurrues dhe fuqi p\u00ebr t\u00eb diktuar e ardhmja, duke mos kund\u00ebrshtuar v\u00ebmendjen, n\u00eb fakt, p\u00ebr t\u00eb nd\u00ebrmjet\u00ebsuar marr\u00ebdh\u00ebniet me vler\u00ebn e perceptuar.<\/p>\n\n\n\n
*Felipe Malheiros \u00ebsht\u00eb Shef i Agjencive n\u00eb Unlimitail Brasil, platforma e Medias me Pakic\u00eb t\u00eb Carrefour Group n\u00eb Brazil<\/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\/sq\/wp-json\/wp\/v2\/posts\/94791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sq\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sq\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sq\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sq\/wp-json\/wp\/v2\/comments?post=94791"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/sq\/wp-json\/wp\/v2\/posts\/94791\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sq\/wp-json\/wp\/v2\/media\/1915"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sq\/wp-json\/wp\/v2\/media?parent=94791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sq\/wp-json\/wp\/v2\/categories?post=94791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sq\/wp-json\/wp\/v2\/tags?post=94791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}