{"id":10310,"date":"2026-04-01T10:16:48","date_gmt":"2026-04-01T08:16:48","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=10310"},"modified":"2026-04-01T10:22:15","modified_gmt":"2026-04-01T08:22:15","slug":"budovani-povedomi-o-znacce-pruvodce-jak-se-dostat-lidem-do-hlavy","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/budovani-povedomi-o-znacce-pruvodce-jak-se-dostat-lidem-do-hlavy\/","title":{"rendered":"Budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce: Pr\u016fvodce, jak se dostat lidem do hlavy"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>TL;DR (Shrnut\u00ed \u010dl\u00e1nku)<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Lidsk\u00e1 pam\u011b\u0165 je omezen\u00e1:<\/strong> Z\u00e1kazn\u00edci jsou p\u0159ehlceni vjemy. Pokud nejste v jejich podv\u011bdom\u00ed je\u0161t\u011b p\u0159edt\u00edm, ne\u017e za\u010dnou nakupovat, prohr\u00e1v\u00e1te.<\/li>\n\n\n\n<li><strong>Konec cenov\u00fdch v\u00e1lek:<\/strong> Bez znalosti zna\u010dky (brand awareness) se p\u0159i vyhled\u00e1v\u00e1n\u00ed na Googlu st\u00e1v\u00e1te jen jednou z mnoha komodit a z\u00e1kazn\u00edk vyb\u00edr\u00e1 prim\u00e1rn\u011b podle ceny.<\/li>\n\n\n\n<li><strong>Kombinujte p\u0159\u00edstupy:<\/strong> Zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed lze dos\u00e1hnout organicky (obsah, soci\u00e1ln\u00ed s\u00edt\u011b, influence\u0159i, UGC) i placen\u011b (PPC, Meta Ads, YouTube reklama).<\/li>\n\n\n\n<li><strong>Poznejte sv\u00e9ho z\u00e1kazn\u00edka:<\/strong> Z\u00e1sadn\u00edm krokem je pochopit, jak va\u0161e c\u00edlov\u00e1 skupina p\u0159em\u00fd\u0161l\u00ed a jak d\u011bl\u00e1 n\u00e1kupn\u00ed rozhodnut\u00ed. Ptejte se jich.<\/li>\n\n\n\n<li><strong>Marketing mus\u00ed prod\u00e1vat:<\/strong> C\u00edlem budov\u00e1n\u00ed zna\u010dky nen\u00ed jen sb\u00edrat \u201elajky\u201c nebo uzn\u00e1n\u00ed, ale zefektivnit a dlouhodob\u011b zv\u00fd\u0161it va\u0161e prodeje.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tento \u010dl\u00e1nek je upraven\u00fdm p\u0159episem YouTube videa od Tom\u00e1\u0161e \u010cernovsk\u00e9ho z <a href=\"https:\/\/www.youtube.com\/@cernovskycz\/featured\" data-type=\"link\" data-id=\"https:\/\/www.youtube.com\/@cernovskycz\/featured\" target=\"_blank\" rel=\"noreferrer noopener\">YouTube kan\u00e1lu specializuj\u00edc\u00edho se na online marketing.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud preferujete video m\u00edsto \u010dl\u00e1nku, m\u016f\u017eete se na n\u011bj pod\u00edvat n\u00ed\u017ee.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Bez TOHOTO va\u0161e firma brzy skon\u010d\u00ed (bohu\u017eel) | R2B EP. 012 Cernovsky \ud83c\udde8\ud83c\uddff\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/inBNvuWhQVc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d firmy bez marketingu nemaj\u00ed \u0161anci p\u0159e\u017e\u00edt?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mo\u017en\u00e1 to zn\u00ed tvrd\u011b, ale v\u011b\u0159\u00edm tomu, \u017ee bez marketingu a bez dob\u0159e zvl\u00e1dnut\u00e9 reklamy dnes firmy nemaj\u00ed velkou \u0161anci na dlouhodob\u00fd \u00fasp\u011bch. Samoz\u0159ejm\u011b, pokud se pohybujete v \u00fazce specializovan\u00e9m B2B sektoru, kde v\u0161e stoj\u00ed na osobn\u00edch kontaktech a celo\u017eivotn\u00edch vazb\u00e1ch, pravidla hry jsou trochu jin\u00e1. Lid\u00e9 se st\u00e1le r\u00e1di domluv\u00ed s lidmi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud se ale bav\u00edme o typick\u00fdch B2C nebo i b\u011b\u017en\u00fdch B2B produktech a slu\u017eb\u00e1ch \u2013 a\u0165 u\u017e jde o e-shop s elektronikou, prodej sportovn\u00edho vybaven\u00ed, nebo lok\u00e1ln\u00ed slu\u017eby \u2013 situace je radik\u00e1ln\u011b odli\u0161n\u00e1. Ukazuj\u00ed to tvrd\u00e1 data, zku\u0161enosti z trhu i re\u00e1ln\u00e9 v\u00fdsledky kampan\u00ed nap\u0159\u00ed\u010d odv\u011btv\u00edmi. Firma, kter\u00e1 nebude komunikovat a ned\u00e1 sv\u011btu v\u011bd\u011bt, \u017ee existuje a \u017ee m\u00e1 skv\u011bl\u00e9 produkty, zkr\u00e1tka postupn\u011b zanikne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dne\u0161n\u00ed doba vy\u017eaduje adaptaci. A kl\u00ed\u010dem k t\u00e9to adaptaci je pochopit, <strong>jak zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce<\/strong> tak, abyste se stali p\u0159irozenou sou\u010d\u00e1st\u00ed \u017eivota va\u0161ich z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Hlava z\u00e1kazn\u00edka: V\u00e1\u0161 nejv\u011bt\u0161\u00ed p\u0159\u00edtel i nep\u0159\u00edtel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Zkuste se na chv\u00edli zamyslet nad t\u00edm, jak funguje v\u00e1\u0161 b\u011b\u017en\u00fd den. R\u00e1no vstanete, jedete do pr\u00e1ce. Cestou vid\u00edte polepen\u00e9 dod\u00e1vky, des\u00edtky billboard\u016f, do telefonu v\u00e1m sk\u00e1\u010dou notifikace a e-maily, na soci\u00e1ln\u00edch s\u00edt\u00edch vid\u00edte sponzorovan\u00e9 p\u0159\u00edsp\u011bvky, v r\u00e1diu sly\u0161\u00edte spoty. Do toho mus\u00edte pracovat, starat se o rodinu, v\u011bnovat se kon\u00ed\u010dk\u016fm a ide\u00e1ln\u011b se i trochu vyspat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00e1me toho zkr\u00e1tka v\u0161ichni pln\u00e9 zuby a na\u0161e kapacita vst\u0159eb\u00e1vat informace je omezen\u00e1. Abychom se z toho nezbl\u00e1znili, n\u00e1\u0161 mozek mus\u00ed nemilosrdn\u011b prioritizovat. V\u011bt\u0161inu v\u011bc\u00ed, kter\u00e9 vyhodnot\u00ed jako ned\u016fle\u017eit\u00e9, okam\u017eit\u011b vypou\u0161t\u00ed a zapom\u00edn\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A pr\u00e1v\u011b <strong>lidsk\u00e1 schopnost zapom\u00ednat je pro v\u00e1\u0161 byznys t\u00edm nejv\u011bt\u0161\u00edm nep\u0159\u00edtelem<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud n\u011bkdo zapomene, \u017ee v\u016fbec existujete, \u017ee prod\u00e1v\u00e1te konkr\u00e9tn\u00ed produkt nebo \u017ee poskytujete \u0161pi\u010dkovou slu\u017ebu, logicky za v\u00e1mi nep\u0159ijde. V\u0161echno n\u00e1kupn\u00ed chov\u00e1n\u00ed toti\u017e za\u010d\u00edn\u00e1 p\u0159esn\u011b tam \u2013 v hlav\u011b z\u00e1kazn\u00edka.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Alza a fenom\u00e9n \u201eTop of Mind\u201c<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Jak to vypad\u00e1 v praxi, kdy\u017e je <strong>budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce<\/strong> ud\u011blan\u00e9 spr\u00e1vn\u011b? P\u0159edstavte si, \u017ee si chcete koupit nov\u00fd Bluetooth reproduktor. Pokud m\u00e1te v hlav\u011b zarytou ur\u010ditou zna\u010dku, v\u00e1\u0161 my\u0161lenkov\u00fd pochod vypad\u00e1 zhruba takto:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201eHm, pot\u0159ebuju Bluetooth repr\u00e1k. Ty vado, kouknu na Alzu.\u201c<\/em> Jdete najisto. Va\u0161e v\u011bdom\u00ed i podv\u011bdom\u00ed o t\u00e9to zna\u010dce v\u00ed. Zna\u010dka si u v\u00e1s vybudovala takzvanou pozici <em>Top of Mind<\/em> \u2013 je to prvn\u00ed jm\u00e9no, kter\u00e9 v\u00e1m nasko\u010d\u00ed v souvislosti s danou kategori\u00ed produkt\u016f. Z\u00e1kazn\u00edk v takov\u00e9m p\u0159\u00edpad\u011b \u010dasto v\u016fbec ne\u0159e\u0161\u00ed konkurenci a jde rovnou nakupovat tam, kde to zn\u00e1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co se stane, kdy\u017e pov\u011bdom\u00ed o zna\u010dce nem\u00e1te?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud v\u00e1s z\u00e1kazn\u00edk nezn\u00e1, neznamen\u00e1 to, \u017ee si produkt nekoup\u00ed. Znamen\u00e1 to jen to, \u017ee si ho s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed nekoup\u00ed u v\u00e1s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud ho nenapadne \u017e\u00e1dn\u00e1 konkr\u00e9tn\u00ed firma, ud\u011bl\u00e1 jednu ze dvou v\u011bc\u00ed:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li>Zept\u00e1 se zn\u00e1m\u00fdch a kamar\u00e1d\u016f na doporu\u010den\u00ed.<\/li>\n\n\n\n<li>P\u016fjde na internet (Google, soci\u00e1ln\u00ed s\u00edt\u011b, nebo se dnes zept\u00e1 AI) a zad\u00e1: <em>\u201eKde koupit dobr\u00fd Bluetooth repr\u00e1k.\u201c<\/em><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">V tu chv\u00edli se p\u0159ed n\u00edm otev\u0159e oce\u00e1n mo\u017enost\u00ed. Vysko\u010d\u00ed na n\u011bj hromada firem, e-shop\u016f a srovn\u00e1va\u010d\u016f cen. Z\u00e1kazn\u00edk najednou dostal na st\u016fl des\u00edtky variant a za\u010d\u00edn\u00e1 si vyb\u00edrat. A proto\u017ee \u017e\u00e1dnou z t\u011bch firem nezn\u00e1, st\u00e1v\u00e1 se hlavn\u00edm (a \u010dasto jedin\u00fdm) rozhodovac\u00edm faktorem cena nebo rychlost dod\u00e1n\u00ed. Jste vhozeli do ar\u00e9ny, kde je extr\u00e9mn\u011b t\u011b\u017ek\u00e9 a drah\u00e9 vyhr\u00e1t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud nem\u00e1te vybudovan\u00e9 <strong>pov\u011bdom\u00ed o zna\u010dce<\/strong>, jste absolutn\u011b z\u00e1visl\u00ed na tom, abyste byli neust\u00e1le na prvn\u00edch m\u00edstech ve vyhled\u00e1va\u010d\u00edch. Mus\u00edte platit za ka\u017ed\u00fd proklik a doufat, \u017ee si z\u00e1kazn\u00edk z t\u011bch deseti otev\u0159en\u00fdch z\u00e1lo\u017eek vybere zrovna v\u00e1s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3 \u00darovn\u011b: Co to vlastn\u011b pov\u011bdom\u00ed o zna\u010dce je?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Abychom pochopili, <strong>jak zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce<\/strong> (v marketingu \u010dasto ozna\u010dovan\u00e9 jako <em>Brand Awareness<\/em>), mus\u00edme si uv\u011bdomit, \u017ee to nen\u00ed jen stav \u201ezn\u00e1 \/ nezn\u00e1\u201c. Je to proces, kter\u00fd m\u00e1 n\u011bkolik f\u00e1z\u00ed:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Znalost zna\u010dky (Brand Recognition):<\/strong> Z\u00e1kazn\u00edk va\u0161i zna\u010dku pozn\u00e1, kdy\u017e ji vid\u00ed. T\u0159eba kdy\u017e proch\u00e1z\u00ed reg\u00e1l v obchod\u011b nebo scrolluje feedem. Vid\u00ed va\u0161e logo nebo barvy a \u0159ekne si: <em>\u201eJo, tyhle u\u017e jsem n\u011bkde vid\u011bl.\u201c<\/em> Je to prvn\u00ed, nezbytn\u00fd krok.<\/li>\n\n\n\n<li><strong>Vybaven\u00ed si zna\u010dky (Brand Recall):<\/strong> Toto je vy\u0161\u0161\u00ed d\u00edv\u010d\u00ed. Z\u00e1kazn\u00edk si va\u0161i zna\u010dku vybav\u00ed s\u00e1m od sebe, jakmile za\u010dne uva\u017eovat o probl\u00e9mu, kter\u00fd va\u0161e firma \u0159e\u0161\u00ed. Pot\u0159ebuje odservisovat ly\u017ee a napadne ho v\u00e1\u0161 lok\u00e1ln\u00ed servis, ani\u017e by musel cokoliv hledat.<\/li>\n\n\n\n<li><strong>Prvn\u00ed volba (Top of Mind \/ Brand Dominance):<\/strong> Ultim\u00e1tn\u00ed c\u00edl. Zna\u010dka je v dan\u00e9 kategorii tak siln\u00e1, \u017ee se \u010dasto st\u00e1v\u00e1 synonymem pro samotn\u00fd produkt (nap\u0159. <em>vygooglit to, luxovat, koupit si Kofolu<\/em>). V B2C segmentu to znamen\u00e1, \u017ee z\u00e1kazn\u00edk p\u0159i pot\u0159eb\u011b produktu o konkurenci ani neuva\u017euje.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Jak zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce v praxi: 2 hlavn\u00ed cesty<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dostat se lidem do podv\u011bdom\u00ed vy\u017eaduje \u010das, strategii a ide\u00e1ln\u011b rozumn\u00fd mix organick\u00fdch i placen\u00fdch aktivit. M\u016f\u017eete si sice zaplatit televizn\u00ed kampa\u0148 a olepit billboardy celou Ji\u017en\u00ed spojku v Praze, ale p\u0159edpokl\u00e1d\u00e1m, \u017ee nem\u00e1te v kapse zbyte\u010dn\u00fdch 10 milion\u016f korun, kter\u00e9 m\u016f\u017eete utratit jen tak, ani\u017e byste dop\u0159edu znali p\u0159esn\u00fd dopad (tzv. ROI \u2013 n\u00e1vratnost investice).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Proto se pod\u00edv\u00e1me na udr\u017eiteln\u011bj\u0161\u00ed a chyt\u0159ej\u0161\u00ed cesty, <strong>jak zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce<\/strong>, kter\u00e9 opravdu funguj\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">F\u00e1ze 1: Organick\u00e9 budov\u00e1n\u00ed podv\u011bdom\u00ed (B\u011bh na dlouhou tra\u0165)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tato f\u00e1ze je levn\u011bj\u0161\u00ed na medi\u00e1ln\u00ed rozpo\u010det, ale vy\u017eaduje obrovskou d\u00e1vku \u010dasu, kreativity a konzistence. Va\u0161\u00edm \u00fakolem je b\u00fdt tam, kde v\u00e1\u0161 z\u00e1kazn\u00edk tr\u00e1v\u00ed \u010das, a poskytovat mu hodnotu je\u0161t\u011b p\u0159edt\u00edm, ne\u017e chce n\u011bco koupit.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Tvorba organick\u00e9ho obsahu na soci\u00e1ln\u00edch s\u00edt\u00edch:<\/strong> Zde se bav\u00edme o pravideln\u00e9 komunikaci. Nat\u00e1\u010dejte del\u0161\u00ed, edukativn\u00ed YouTube videa. Zkra\u0165te je a vyu\u017e\u00edvejte form\u00e1ty jako Instagram Reels, YouTube Shorts nebo TikToky pro maxim\u00e1ln\u00ed vir\u00e1ln\u00ed dosah. P\u0159ipravujte informativn\u00ed karusely na Instagram a LinkedIn.<\/li>\n\n\n\n<li><strong>Influencer marketing a spolupr\u00e1ce:<\/strong> Najd\u011bte si tv\u016frce obsahu, kte\u0159\u00ed sd\u00edlej\u00ed hodnoty va\u0161\u00ed zna\u010dky a k nim\u017e m\u00e1 va\u0161e c\u00edlov\u00e1 skupina d\u016fv\u011bru. Kdy\u017e influencer doporu\u010d\u00ed v\u00e1\u0161 produkt, p\u0159en\u00e1\u0161\u00ed \u010d\u00e1st sv\u00e9 d\u016fv\u011bryhodnosti na va\u0161i zna\u010dku. Je to modern\u00ed forma \u201edoporu\u010den\u00ed od zn\u00e1m\u00e9ho\u201c.<\/li>\n\n\n\n<li><strong>Obsahov\u00fd marketing a SEO:<\/strong> Pi\u0161te kvalitn\u00ed, hlubok\u00e9 a edukativn\u00ed blogov\u00e9 \u010dl\u00e1nky, kter\u00e9 odpov\u00eddaj\u00ed na ot\u00e1zky va\u0161ich z\u00e1kazn\u00edk\u016f. Kdy\u017e lid\u00e9 hledaj\u00ed \u0159e\u0161en\u00ed probl\u00e9mu a opakovan\u011b nar\u00e1\u017eej\u00ed na va\u0161e odborn\u00e9 \u010dl\u00e1nky, za\u010dnou v\u00e1s vn\u00edmat jako autoritu v oboru.<\/li>\n\n\n\n<li><strong>UGC (User Generated Content):<\/strong> Nechte mluvit sv\u00e9 z\u00e1kazn\u00edky. Obsah tvo\u0159en\u00fd samotn\u00fdmi u\u017eivateli (fotky va\u0161eho produktu z jejich ob\u00fdv\u00e1ku, recenze, unboxing videa) je extr\u00e9mn\u011b autentick\u00fd. Uka\u017ete potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm, \u017ee lid\u00e9 jako oni u\u017e va\u0161e produkty miluj\u00ed.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Toto v\u0161echno jsou fantastick\u00e9 zp\u016fsoby pro <strong>budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce<\/strong>. Probl\u00e9m? Trv\u00e1 to dlouho. M\u016f\u017ee trvat m\u011bs\u00edce i roky, ne\u017e se do podv\u011bdom\u00ed masivn\u011b zap\u00ed\u0161ete.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">F\u00e1ze 2: Zachyt\u00e1v\u00e1n\u00ed popt\u00e1vky a zrychlen\u00fd r\u016fst (Placen\u00e9 kampan\u011b)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">V mezidob\u00ed, ne\u017e vybudujete siln\u00fd organick\u00fd brand, mus\u00edte p\u0159e\u017e\u00edt a vyd\u011bl\u00e1vat pen\u00edze. Mus\u00edte d\u011blat aktivity, kter\u00e9 c\u00edl\u00ed na ty lidi, kte\u0159\u00ed o v\u00e1s sice je\u0161t\u011b nev\u00ed, ale pr\u00e1v\u011b te\u010f aktivn\u011b hledaj\u00ed to, co nab\u00edz\u00edte.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zde p\u0159ich\u00e1z\u00ed na \u0159adu placen\u00fd online marketing. Jakmile pochop\u00edte z\u00e1klady, za\u010dne to b\u00fdt komplexn\u00ed a kr\u00e1sn\u00e1 hra.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>V\u00fdkonnostn\u00ed PPC reklama (Google Ads \/ Sklik):<\/strong> N\u011bkdo zad\u00e1 <em>\u201eservis ly\u017e\u00ed Praha\u201c<\/em>. Vy tam mus\u00edte vysko\u010dit. Tento \u010dlov\u011bk o v\u00e1s mo\u017en\u00e1 nem\u011bl pov\u011bdom\u00ed, ale vy jste si ho koupili v moment\u011b jeho nejvy\u0161\u0161\u00ed pot\u0159eby.<\/li>\n\n\n\n<li><strong>V\u00fdkonnostn\u00ed kampan\u011b na soci\u00e1ln\u00edch s\u00edt\u00edch (Meta &#8211; Facebook, Instagram, TikTok):<\/strong> N\u011bkdo si p\u0159ed m\u011bs\u00edcem prohl\u00ed\u017eel ly\u017ee Atomic (osobn\u011b na n\u011b ned\u00e1m dopustit, skv\u011bl\u00e1 zna\u010dka!) a vy mu nyn\u00ed ve spr\u00e1vn\u00fd \u010das uk\u00e1\u017eete reklamu na nejkvalitn\u011bj\u0161\u00ed ly\u017ee ve skv\u011bl\u00e9m stavu, kter\u00e9 prod\u00e1v\u00e1te ve va\u0161em e-shopu.<\/li>\n\n\n\n<li><strong>Brandov\u00e9 a zva\u017eovac\u00ed (Consideration) kampan\u011b:<\/strong> Zde se pohybujeme na pomez\u00ed. Pou\u0161t\u00edte c\u00edlen\u00e9 video reklamy na YouTube nebo vizu\u00e1ln\u00ed bannery v obsahov\u00e9 s\u00edti Googlu lidem z va\u0161\u00ed c\u00edlov\u00e9 skupiny. Nechcete po nich hned n\u00e1kup, chcete, aby si zapamatovali va\u0161e logo, va\u0161i tv\u00e1\u0159 a v\u00e1\u0161 slogan.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Naj\u00edt spr\u00e1vn\u00fd mix toho, co pro va\u0161i firmu bude fungovat \u2013 zda investovat do brandu na YouTube, nebo rad\u011bji tla\u010dit tvrd\u00fd v\u00fdkon na Facebooku \u2013 je \u00fakol pro zku\u0161en\u00e9 market\u00e9ry. Z\u00e1le\u017e\u00ed na va\u0161ich rozpo\u010dtech (zda m\u00e1te des\u00edtky tis\u00edc, nebo miliony) i typu va\u0161eho podnik\u00e1n\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Poznejte sv\u00e9ho z\u00e1kazn\u00edka: Tajn\u00e1 zbra\u0148 k \u00fasp\u011bchu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00edte, jak\u00fd je nej\u010dast\u011bj\u0161\u00ed d\u016fvod, pro\u010d firmy v marketingu selh\u00e1vaj\u00ed nebo si mysl\u00ed, \u017ee \u201eto na n\u011b nefunguje\u201c? Proto\u017ee v\u016fbec neznaj\u00ed sv\u00e9ho z\u00e1kazn\u00edka. Nev\u00ed, jak jejich z\u00e1kazn\u00edk p\u0159em\u00fd\u0161l\u00ed, co ho tr\u00e1p\u00ed a jak re\u00e1ln\u011b d\u011bl\u00e1 sv\u00e1 n\u00e1kupn\u00ed rozhodnut\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud chcete v\u011bd\u011bt, <strong>jak zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce<\/strong> efektivn\u011b, mus\u00edte sledovat lidi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zkuste jednoduch\u00e9 cvi\u010den\u00ed: M\u00e1te zn\u00e1m\u00e9, kte\u0159\u00ed si ned\u00e1vno koupili produkt podobn\u00fd tomu va\u0161emu? Zeptejte se jich. Jak na n\u011bj narazili? Kde o n\u011bm sly\u0161eli poprv\u00e9? Co je p\u0159esv\u011bd\u010dilo k n\u00e1kupu? Pro\u010d nekoupili u konkurence?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bjte na pam\u011bti, \u017ee to, co v\u00e1m lid\u00e9 \u0159eknou, nemus\u00ed b\u00fdt stoprocentn\u00ed a objektivn\u00ed pravda (\u010dasto si sami racion\u00e1ln\u011b omlouvaj\u00ed emocion\u00e1ln\u00ed rozhodnut\u00ed), ale d\u00e1 v\u00e1m to neskute\u010dn\u011b cenn\u00fd vhled do jejich my\u0161len\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Firmy, kter\u00fdm byznys raketov\u011b roste (a my to vid\u00edme dnes a denn\u011b u klient\u016f, kter\u00fdm jsme pomohli generovat ziskov\u011b miliardov\u00e9 obraty), to moc dob\u0159e v\u011bd\u00ed. Neust\u00e1le analyzuj\u00ed cestu z\u00e1kazn\u00edka. Ptaj\u00ed se: <em>Jak mu m\u016f\u017eeme to rozhodnut\u00ed usnadnit? Jak mu ten n\u00e1kup ud\u011bl\u00e1me komfortn\u011bj\u0161\u00ed a p\u0159\u00edjemn\u011bj\u0161\u00ed ne\u017e na\u0161e konkurence?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nejde o \u017e\u00e1dnou raketovou v\u011bdu. Cest, jak z\u00e1kazn\u00edk nakupuje, je sice mnoho, ale principy se opakuj\u00ed. Jakmile za\u010dnete ch\u00e1pat, co se d\u011bje v hlav\u011b va\u0161eho publika, za\u010dnete instinktivn\u011b ch\u00e1pat, jak\u00e9 marketingov\u00e9 aktivity mus\u00edte d\u011blat.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak zm\u011b\u0159it, \u017ee pov\u011bdom\u00ed o zna\u010dce roste?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Investice do znalosti zna\u010dky se mnoha majitel\u016fm firem t\u011b\u017eko obhajuj\u00ed, proto\u017ee se \u010dasto nedaj\u00ed okam\u017eit\u011b zm\u011b\u0159it v tr\u017eb\u00e1ch. Kdy\u017e spust\u00edte prodejn\u00ed reklamu, vid\u00edte, \u017ee jste dali 100 K\u010d a vyd\u011blali 300 K\u010d. U brandingu je to slo\u017eit\u011bj\u0161\u00ed, ale ne nemo\u017en\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sledujte tyto metriky, abyste v\u011bd\u011bli, zda se <strong>pov\u011bdom\u00ed o va\u0161\u00ed zna\u010dce<\/strong> skute\u010dn\u011b zvy\u0161uje:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Objem vyhled\u00e1v\u00e1n\u00ed n\u00e1zvu va\u0161\u00ed zna\u010dky (Brand Search Volume):<\/strong> Pomoc\u00ed n\u00e1stroj\u016f jako Google Search Console nebo Google Trends sledujte, kolik lid\u00ed m\u011bs\u00ed\u010dn\u011b nap\u00ed\u0161e do vyhled\u00e1va\u010de p\u0159\u00edmo jm\u00e9no va\u0161\u00ed firmy. Pokud toto \u010d\u00edslo roste, v\u00e1\u0161 brand s\u00edl\u00ed.<\/li>\n\n\n\n<li><strong>P\u0159\u00edm\u00e1 n\u00e1v\u0161t\u011bvnost (Direct Traffic):<\/strong> Pod\u00edvejte se do Google Analytics, kolik lid\u00ed k v\u00e1m p\u0159ijde t\u00edm, \u017ee nap\u00ed\u0161\u00ed va\u0161i URL adresu rovnou do prohl\u00ed\u017ee\u010de. Znamen\u00e1 to, \u017ee v\u00e1s maj\u00ed v hlav\u011b.<\/li>\n\n\n\n<li><strong>Dosah a interakce na soci\u00e1ln\u00edch s\u00edt\u00edch:<\/strong> Sledujte nejen \u201elajky\u201c, ale re\u00e1ln\u00e9 koment\u00e1\u0159e, po\u010det sd\u00edlen\u00ed a ulo\u017een\u00ed va\u0161ich p\u0159\u00edsp\u011bvk\u016f.<\/li>\n\n\n\n<li><strong>Soci\u00e1ln\u00ed naslouch\u00e1n\u00ed (Social Listening):<\/strong> Zmi\u0148uj\u00ed v\u00e1s lid\u00e9 v diskuz\u00edch, na f\u00f3rech nebo ve sv\u00fdch vlastn\u00edch p\u0159\u00edsp\u011bvc\u00edch, ani\u017e byste je k tomu vyzvali? To je jasn\u00fd d\u016fkaz toho, \u017ee jste dos\u00e1hli f\u00e1ze <em>Brand Recall<\/em>.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br: Marketing m\u00e1 na konci dne hlavn\u011b prod\u00e1vat<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o va\u0161\u00ed zna\u010dce<\/strong> je naprost\u00fd z\u00e1klad cel\u00e9ho modern\u00edho marketingu. Z\u00edsk\u00e1te pozornost, dostanete se lidem do podv\u011bdom\u00ed a vybudujete si u nich d\u016fv\u011bru.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ale nesm\u00edme nikdy zapomenout na jednu naprosto kl\u00ed\u010dovou v\u011bc. V\u0161em t\u011bmto \u201em\u011bkk\u00fdm\u201c c\u00edl\u016fm (lajk\u016fm, dosah\u016fm, pozitivn\u00edm koment\u00e1\u0159\u016fm) mus\u00ed p\u0159edch\u00e1zet v\u011bdom\u00ed toho, pro\u010d to vlastn\u011b cel\u00e9 d\u011bl\u00e1me.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u011bl\u00e1me to proto, abychom na konci dne <strong>prodali v\u00edc produkt\u016f, prodali je sn\u00e1ze, s v\u011bt\u0161\u00ed mar\u017e\u00ed a mnohem v\u011bt\u0161\u00edmu mno\u017estv\u00ed lid\u00ed.<\/strong> Marketing m\u00e1 zkr\u00e1tka prod\u00e1vat a posouvat byznys dop\u0159edu. Nem\u00e1 d\u011blat nic jin\u00e9ho. Pokud va\u0161e kampa\u0148 na budov\u00e1n\u00ed brandu nep\u0159inese v dlouhodob\u00e9m horizontu zv\u00fd\u0161en\u00ed nebo zefektivn\u011bn\u00ed prodej\u016f, je to \u0161patn\u00fd marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zkuste si z tohoto \u010dl\u00e1nku odn\u00e9st jeden praktick\u00fd \u00fakol na z\u00edtra: Zvedn\u011bte telefon nebo napi\u0161te e-mail p\u00e1r sv\u00fdm nejlep\u0161\u00edm z\u00e1kazn\u00edk\u016fm. Zeptejte se jich, pro\u010d nakoupili pr\u00e1v\u011b u v\u00e1s a jak v\u00e1s objevili. Pochopte jejich cestu. A jakmile to ud\u011bl\u00e1te, za\u010dn\u011bte tvo\u0159it obsah, kter\u00fd p\u0159esn\u011b do t\u00e9to cesty zapadne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Budov\u00e1n\u00ed siln\u00e9 zna\u010dky nen\u00ed o tom b\u00fdt dokonal\u00fd pro v\u0161echny, ale st\u00e1t se prvn\u00ed volbou pro ty spr\u00e1vn\u00e9 lidi. M\u011bjte se kr\u00e1sn\u011b a a\u0165 se va\u0161emu byznysu da\u0159\u00ed!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.cernovsky.cz\/kategorie\/case-studies\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/kategorie\/case-studies\/\" target=\"_blank\" rel=\"noreferrer noopener\">P\u0159\u00edpadov\u00e9 studie na\u0161\u00ed pr\u00e1ce najdete tady<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Denn\u011b sd\u00edl\u00edme hodnotn\u00e9 marketingov\u00e9 tipy z praxe na&nbsp;na\u0161e s\u00edt\u011b: <a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" data-type=\"link\" data-id=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a>, <a href=\"https:\/\/www.threads.net\/@cernovskycz\" data-type=\"link\" data-id=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noreferrer noopener\">Threads<\/a>,&nbsp;<a href=\"https:\/\/www.tiktok.com\/@cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok<\/a>,&nbsp;<a href=\"https:\/\/www.facebook.com\/cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook<\/a>, <a href=\"https:\/\/twitter.com\/cernovskytomas\" data-type=\"link\" data-id=\"https:\/\/twitter.com\/cernovskytomas\" target=\"_blank\" rel=\"noreferrer noopener\">X<\/a>,&nbsp;<a href=\"https:\/\/www.youtube.com\/@cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">YouTube<\/a>&nbsp;a&nbsp;<a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jo, a pokud nev\u00edte, kdo jsme, jak\u00e9 m\u00e1me v\u00fdsledky a co o n\u00e1s \u0159\u00edkaj\u00ed na\u0161i klienti, <a href=\"https:\/\/www.cernovsky.cz\/reference\/\" target=\"_blank\" rel=\"noreferrer noopener\">mrkn\u011bte tady<\/a> a <a href=\"https:\/\/cernovsky.notion.site\/cernovsky-vysledky-online-marketing?source=copy_link\" data-type=\"link\" data-id=\"https:\/\/cernovsky.notion.site\/cernovsky-vysledky-online-marketing?source=copy_link\" target=\"_blank\" rel=\"noreferrer noopener\">tady<\/a> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na\u0161e slu\u017eby najdete na&nbsp;<a href=\"https:\/\/www.cernovsky.cz\/specializace\/\">str\u00e1nce specializace zde<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zdroje<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>TL;DR (Shrnut\u00ed \u010dl\u00e1nku) Tento \u010dl\u00e1nek je upraven\u00fdm p\u0159episem YouTube videa od Tom\u00e1\u0161e \u010cernovsk\u00e9ho z YouTube kan\u00e1lu specializuj\u00edc\u00edho se na online marketing. Pokud preferujete video m\u00edsto \u010dl\u00e1nku, m\u016f\u017eete se na n\u011bj pod\u00edvat n\u00ed\u017ee. Pro\u010d firmy bez marketingu nemaj\u00ed \u0161anci p\u0159e\u017e\u00edt? Mo\u017en\u00e1 to zn\u00ed tvrd\u011b, ale v\u011b\u0159\u00edm tomu, \u017ee bez marketingu a bez dob\u0159e zvl\u00e1dnut\u00e9 reklamy dnes [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10317,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"Budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce","footnotes":""},"categories":[9],"tags":[8,37,11],"class_list":["post-10310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-e-commerce","tag-marketing","tag-socialni-site"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/10310","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/comments?post=10310"}],"version-history":[{"count":1,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/10310\/revisions"}],"predecessor-version":[{"id":10312,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/10310\/revisions\/10312"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/10317"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=10310"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=10310"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=10310"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}