{"id":2611,"date":"2022-03-09T07:12:00","date_gmt":"2022-03-09T06:12:00","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=2611"},"modified":"2024-04-22T16:23:49","modified_gmt":"2024-04-22T14:23:49","slug":"personalizovana-reklama","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/personalizovana-reklama\/","title":{"rendered":"Personalizovan\u00e1 reklama: 6 krok\u016f pro efektivn\u00ed on-line marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">V\u011bt\u0161ina firem, investuj\u00edc\u00edch do <a href=\"https:\/\/www.cernovsky.cz\/kategorie\/marketing\/\">on-line reklam<\/a>, o\u010dek\u00e1v\u00e1 od kampan\u00ed co mo\u017en\u00e1 nejvy\u0161\u0161\u00ed efektivitu. Inzerenti cht\u011bj\u00ed v&nbsp;r\u00e1mci investic zas\u00e1hnout co <strong>nej\u0161ir\u0161\u00ed \u010d\u00e1st c\u00edlov\u00e9 skupiny<\/strong>, dos\u00e1hnout <strong>optim\u00e1ln\u00edho konverzn\u00edho pom\u011bru<\/strong>, a to v\u0161e p\u0159i <strong>minim\u00e1ln\u00edch n\u00e1kladech<\/strong>. Jak toho dos\u00e1hnout? Odpov\u011bd\u00ed je <strong>personalizovan\u00e1 reklama<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Efektivitu personalizovan\u00e9 reklamy potvrzuj\u00ed data vypl\u00fdvaj\u00edc\u00ed z proveden\u00fdch pr\u016fzkum\u016f. Dle dat z\u00edskan\u00fdch spole\u010dnost\u00ed MyBuys z\u00e1kazn\u00edci <strong>osloven\u00ed personalizovanou reklamou utrat\u00ed v&nbsp;r\u00e1mci n\u00e1kupu v\u00edce pen\u011bz<\/strong>, ne\u017e je tomu u z\u00e1kazn\u00edk\u016f osloven\u00fdch reklamou nepersonalizovanou. V&nbsp;anket\u011b proveden\u00e9 port\u00e1lem Yahoo respondenti sd\u011blili, \u017ee personalizovan\u00e1 reklama je u nich vn\u00edm\u00e1na jako poutav\u011bj\u0161\u00ed (54 %), edukativn\u011bj\u0161\u00ed (52 %), \u0161et\u0159\u00edc\u00ed \u010das (49 %) a zapamatovateln\u011bj\u0161\u00ed (45 %).<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1, jak vyprodat sklady d\u00edky Facebook, Instagram a Google Ads reklam\u011b s PNO pod 15 % (jako se to povedlo u na\u0161eho klienta), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\">p\u0159\u00edpadovou studii najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Personalizovan\u00e1 reklama &#8211; \u00favod<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Personalizace v&nbsp;reklam\u011b p\u0159edstavuje p\u0159\u00edstup, v&nbsp;r\u00e1mci kter\u00e9ho, se dan\u00e1 reklama <strong>p\u0159izp\u016fsob\u00ed konkr\u00e9tn\u00edm jedinc\u016fm<\/strong> nebo <strong>skupin\u00e1m<\/strong>. To vede k&nbsp;v\u011bt\u0161\u00ed <strong>relevanci kampan\u011b<\/strong>, kter\u00e1 m\u00e1 za d\u016fsledek <strong>zv\u00fd\u0161en\u00ed konverzn\u00edho pom\u011bru<\/strong> a zlep\u0161en\u00ed <strong>marketingov\u00fdch v\u00fdsledk\u016f<\/strong> a <strong>metrik<\/strong>. Personalizovan\u00e1 reklama pracuje s nasb\u00edran\u00fdmi&nbsp;informacemi o chov\u00e1n\u00ed u\u017eivatel\u016f v&nbsp;r\u00e1mci internetu, ulo\u017een\u00fdmi v&nbsp;cookies prohl\u00ed\u017ee\u010de. M\u016f\u017ee se nap\u0159\u00edklad jednat o zad\u00e1van\u00e9 vyhled\u00e1vac\u00ed dotazy, n\u00e1v\u0161t\u011bvy web\u016f, pou\u017e\u00edv\u00e1n\u00ed aplikac\u00ed, demografick\u00e9 \u00fadaje nebo zem\u011bpisn\u00e9 polohy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/03\/Cernovsky_personalizovana_reklama_1.jpg\" alt=\"Personalizovan\u00e1 reklama d\u011bl\u00e1 online reklamu je\u0161t\u011b efektivn\u011bj\u0161\u00ed. D\u00edky personalizaci jsme schopni z\u00edsk\u00e1vat lep\u0161\u00ed v\u00fdsledky reklamy a d\u00edky tomu si m\u016f\u017eeme dovolit do reklamy investovat v\u00edce.\" class=\"wp-image-2612\"\/><figcaption class=\"wp-element-caption\">Personalizovan\u00e1 reklama za\u017e\u00edv\u00e1 sv\u016fj boom d\u00edky online reklam\u011b, kter\u00e1 je schopna pracovat s daty, kter\u00e1 umo\u017e\u0148uj\u00ed personalizaci<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Co jsou to vlastn\u011b cookies?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jedn\u00e1 se o textov\u00e9 soubory, kter\u00e9 obsahuj\u00ed data, kter\u00e1 jsou v t\u011bchto souborech ulo\u017eena ve va\u0161em prohl\u00ed\u017ee\u010di. Data jsou vytv\u00e1\u0159ena prost\u0159ednictv\u00edm str\u00e1nek, na kter\u00fdch se u\u017eivatel\u00e9 pohybuj\u00ed. D\u00edky va\u0161emu chov\u00e1n\u00ed jsou cookies schopn\u00e9 odhadnout, jak\u00e1 t\u00e9mata jsou pro v\u00e1s relevantn\u00ed a co v\u00e1s bav\u00ed. Cookies nemaj\u00ed trval\u00fd charakter a ukl\u00e1d\u00e1n\u00ed dat je mo\u017en\u00e9 administrovat v&nbsp;nastaven\u00ed prohl\u00ed\u017ee\u010de. Od 1. 1. 2022 je povinn\u00e9 m\u00edt na <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/kdyz-vytvarite-e-shop-jake-reseni-zvolit\/\">e-shopu<\/a> nebo na <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/gdpr-cookie-lista-na-webu\/\">webu Cookies li\u0161tu<\/a>, aby toto sb\u00edr\u00e1n\u00ed bylo aktivn\u011b u\u017eivatelem odsouhlaseno. Bohu\u017eel s n\u00e1mi <a href=\"https:\/\/www.cernovsky.cz\/marketing\/cookieless-future\/\">cookies nebudou dlouho, v\u00edce o jejich budoucnosti zde<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Jak vypad\u00e1 personalizovan\u00e1 reklama v&nbsp;praxi?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Poj\u010fme si uv\u00e9st p\u0159\u00edklad z&nbsp;praxe. Dejme tomu, \u017ee nav\u0161t\u00edv\u00edte e-shop s&nbsp;outdoorov\u00fdm vybaven\u00edm a hled\u00e1te stan. E-shop v\u0161ak ji\u017e v\u00ed, \u017ee u\u017eivatel\u00e9, s&nbsp;podobn\u00fdm profilem, jako m\u00e1te vy, kte\u0159\u00ed maj\u00ed z\u00e1jem o stany, maj\u00ed \u010dasto z\u00e1jem i o koupi spac\u00e1ku a karimatky. Za\u010dne se v\u00e1m tedy zobrazovat reklama na spac\u00ed pytle a karimatky.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Po odchodu z&nbsp;e-shopu v\u00e1s pak za\u010dne pron\u00e1sledovat remarketing nap\u0159\u00edklad v&nbsp;podob\u011b <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\"><strong>dynamick\u00fdch banner\u016f<\/strong> v reklam\u011b na Facebooku<\/a> nebo t\u0159eba i na jin\u00fdch webech (<a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\">Google Ads reklama<\/a>), kter\u00fd u\u017e m\u00e1 informaci o tom, \u017ee jste si prohl\u00e9dli nab\u00eddku stan\u016f. Proto v\u00e1m bude zobrazovat tyto a podobn\u00e9 produkty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Personalizovan\u00e1 reklama a reklamn\u00ed syst\u00e9my<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V&nbsp;dne\u0161n\u00ed dob\u011b vyu\u017e\u00edvaj\u00ed personalizace reklam a remarketingu v\u0161echny velk\u00e9 reklamn\u00ed syst\u00e9my. Poj\u010fme se spole\u010dn\u011b pod\u00edvat, jak k&nbsp;personalizaci p\u0159istupuj\u00ed nejv\u011bt\u0161\u00ed hr\u00e1\u010di na trhu a jak\u00e9 mo\u017enosti personalizace nab\u00edz\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Personalizovan\u00e1 reklama v <a href=\"https:\/\/ads.google.com\/intl\/cs_cz\/getstarte\" target=\"_blank\" rel=\"noopener\">Google Ads<\/a><\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Reklamn\u00ed s\u00ed\u0165 Google nab\u00edz\u00ed nep\u0159ebernou \u0161k\u00e1lu mo\u017enost\u00ed, jak personalizaci v&nbsp;reklam\u011b vyu\u017e\u00edt. Mezi ty z\u00e1kladn\u00ed pat\u0159\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>C\u00edlen\u00ed dle pohlav\u00ed mu\u017e\/\u017eena v\u010detn\u011b mo\u017enost\u00ed <strong>personalizace textu<\/strong> dle pohlav\u00ed.<\/li>\n\n\n\n<li>C\u00edlen\u00ed dle <strong>polohy<\/strong> a vzd\u00e1lenosti (nach\u00e1z\u00ed se ve va\u0161em okol\u00ed, dv\u011b minuty od v\u00e1s..).<\/li>\n\n\n\n<li>C\u00edlen\u00ed dle <strong>typu za\u0159\u00edzen\u00ed<\/strong>, ze kter\u00e9ho se u\u017eivatel p\u0159ihla\u0161uje (laptop, iPhone, mobiln\u00ed telefon..).<\/li>\n\n\n\n<li>C\u00edlen\u00ed na ty, kte\u0159\u00ed se zaj\u00edmaj\u00ed o <strong>konkurenci<\/strong>.<\/li>\n\n\n\n<li>C\u00edlen\u00ed dle <strong>specifick\u00fdch z\u00e1jm\u016f<\/strong> (auto, zdrav\u00fd \u017eivotn\u00ed styl, d\u011bti\u2026).<\/li>\n\n\n\n<li>C\u00edlen\u00ed dle <strong>\u017eivotn\u00edch ud\u00e1lost\u00ed<\/strong> (narozen\u00ed d\u00edt\u011bte, zm\u011bna pr\u00e1ce, koup\u011b bytu..).<\/li>\n\n\n\n<li>Nab\u00eddnut\u00ed podobn\u00e9ho nebo komplement\u00e1rn\u00edho produktu k&nbsp;tomu, o kter\u00fd m\u00e1 u\u017eivatel z\u00e1jem.<\/li>\n\n\n\n<li>Zobrazov\u00e1n\u00ed preferovan\u00fdch produkt\u016f prost\u0159ednictv\u00edm dynamick\u00e9ho remarketingu.<\/li>\n\n\n\n<li>C\u00edlen\u00ed na e-mailingov\u00e9 seznamy.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\"><strong>Personalizovan\u00e1 reklama <\/strong>na <strong>Facebooku a Instagramu<\/strong><\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tyto soci\u00e1ln\u00ed s\u00edt\u011b, pat\u0159\u00edc\u00ed spole\u010dnosti Meta, nab\u00edz\u00ed skoro stejn\u011b obs\u00e1hl\u00e9 mo\u017enosti c\u00edlen\u00ed reklamy, jak je tomu u Googlu. Dbaj\u00ed tak\u00e9 na to, aby doru\u010dovan\u00e9 reklamy byly pro u\u017eivatele skute\u010dn\u011b zaj\u00edmav\u00e9 a <strong>nep\u016fsobily p\u0159\u00edli\u0161 ru\u0161iv\u011b<\/strong>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1 jak dos\u00e1hnout PNO (pod\u00edl n\u00e1klad\u016f na obratu) pod 20 % d\u00edky v\u00fdkonnostn\u00ed TikTok reklam\u011b (5x n\u00e1vratnost investice do reklamy), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\">p\u0159\u00edpadovou studii TikTok najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">V&nbsp;rohu reklamy m\u00e1 u\u017eivatel mo\u017enost rozkliknout volbu \u201ePro\u010d se mi reklama zobrazila?\u201c a z\u00edsk\u00e1 jasnou odpov\u011b\u010f (nap\u0159. nav\u0161t\u00edvil jste web inzerenta\u201c). Chcete zjistit, pro\u010d na v\u00e1s reklama c\u00edl\u00ed? <a href=\"https:\/\/www.cernovsky.cz\/marketing\/jak-najit-facebook-reklamu-konkurence\/\">Zjist\u011bte to s t\u00edmto n\u00e1vodem<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">K&nbsp;ur\u010den\u00ed toho, kter\u00e9 reklamy v\u00e1m zobraz\u00ed vyu\u017e\u00edvaj\u00ed soci\u00e1ln\u00ed s\u00edt\u011b p\u0159edev\u0161\u00edm tyto informace:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Aktivita<\/strong> v&nbsp;r\u00e1mci soci\u00e1ln\u00edch s\u00edt\u00ed (nap\u0159. To se mi l\u00edb\u00ed u str\u00e1nek \u010di kliknut\u00ed na reklamu).<\/li>\n\n\n\n<li><strong>Informace<\/strong> z \u00fa\u010dtu.<\/li>\n\n\n\n<li><strong>Sd\u00edlen\u00e9<\/strong> informace od inzerent\u016f.<\/li>\n\n\n\n<li><strong>Demografie<\/strong> (\u017eena\/mu\u017e, v\u011bk od 18 do 65+).<\/li>\n\n\n\n<li><strong>Lokalita<\/strong> (st\u00e1t, m\u011bsto, GPS, \u017eij\u00ed v lokalit\u011b, v lokalit\u011b byli, hodn\u011b cestuj\u00ed, jazyky).<\/li>\n\n\n\n<li>Stav (vztahy, rodi\u010dovstv\u00ed).<\/li>\n\n\n\n<li><strong>\u017divotn\u00ed ud\u00e1losti <\/strong>(st\u011bhov\u00e1n\u00ed, narozeniny, narozen\u00ed d\u00edt\u011bte, nov\u00fd vztah).<\/li>\n\n\n\n<li><strong>Z\u00e1jmy<\/strong>.<\/li>\n\n\n\n<li>Chov\u00e1n\u00ed (\u010dasto nakupuje, vlastn\u00ed nejnov\u011bj\u0161\u00ed iPhone, bydl\u00ed na venkov\u011b).<\/li>\n\n\n\n<li>Produktov\u00e9 dynamick\u00e9 kampan\u011b v&nbsp;remarketingu.<\/li>\n\n\n\n<li>Cross-selling (nab\u00edzen\u00ed podobn\u00fdch nebo komplement\u00e1rn\u00edch produkt\u016f, k&nbsp;produktu, o kter\u00fd m\u00e1te z\u00e1jem).<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.facebook.com\/business\/help\/164749007013531?id=401668390442328\" target=\"_blank\" rel=\"noopener\">Lookalike publika<\/a><\/strong>.<\/li>\n\n\n\n<li>P\u0159esn\u00e9 c\u00edlen\u00ed na u\u017eivatele dle registra\u010dn\u00edho <strong>e-mailu<\/strong> \u010di <strong>telefonu<\/strong>.<\/li>\n\n\n\n<li>C\u00edlen\u00ed v&nbsp;r\u00e1mci <strong>fanou\u0161kovsk\u00e9<\/strong> z\u00e1kladny ur\u010dit\u00e9 FB skupiny nebo str\u00e1nky.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong>Personalizovan\u00e1 reklama na<\/strong><\/strong> <strong>Seznamu<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Personalizovan\u00e1 reklama na Seznamu pracuje s&nbsp;<strong>identifik\u00e1torem<\/strong>, kter\u00fd je na z\u00e1klad\u011b nasb\u00edran\u00fdch dat za\u0159azen do <strong>charakteristick\u00fdch<\/strong> skupin (\u017eensk\u00e9 weby, weby pro mu\u017ee, auto moto, reality apod.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e1le vyu\u017e\u00edv\u00e1 retargeting a reklamu c\u00edl\u00ed na z\u00e1klad\u011b mnoha informac\u00ed zapsan\u00fdch v&nbsp;souborech cookies na stran\u011b inzerenta. Seznam um\u00ed c\u00edlit dle:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pohlav\u00ed (mu\u017e\/\u017eena).<\/li>\n\n\n\n<li>Z\u00e1jmu o <strong>koupi<\/strong> (u\u017eivatel projevil z\u00e1jem o konkr\u00e9tn\u00ed produkt).<\/li>\n\n\n\n<li>Z\u00e1jm\u016f dan\u00e9ho \u010dlov\u011bka (automobily, kosmetiky, ryba\u0159en\u00ed, cestov\u00e1n\u00ed..).<\/li>\n\n\n\n<li><strong>T\u00e9mat<\/strong> (zpravodajstv\u00ed, politika, kosmetika a kr\u00e1sa..).<\/li>\n\n\n\n<li>Konkr\u00e9tn\u00edch slov v&nbsp;obsahov\u00e9 s\u00edti.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Personalizovan\u00e1 reklama &#8211; z\u00e1sady pro jej\u00ed efektivitu<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud se rozhodnete sv\u00e9 reklamy personalizovat, je dobr\u00e9 dr\u017eet se n\u011bkolika z\u00e1sad. Stejn\u011b jak je tomu u jin\u00fdch typ\u016f reklamy, i personalizovan\u00e9 reklamy maj\u00ed sv\u00e1 <strong>specifick\u00e1 pravidla<\/strong> a <strong>z\u00e1konitosti<\/strong>. Jejich dodr\u017een\u00edm zv\u00fd\u0161\u00edte pravd\u011bpodobnost \u00fasp\u011bchu kampan\u011b a dos\u00e1hnete po\u017eadovan\u00fdch v\u00fdsledk\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/03\/Cernovsky_personalizovana_reklama_2.png\" alt=\"Personalizovan\u00e1 reklama m\u00e1 sv\u00e1 pravidla. Pokud to p\u0159est\u0159el\u00edte a va\u0161e reklama bude sp\u00ed\u0161e vypadat jako stalkov\u00e1n\u00ed ne\u017e jako personalizace reklamy, pak v\u00e1s u\u017eivatel\u00e9 nebudou m\u00edt r\u00e1di a sp\u00ed\u0161e se v\u00e1m konverzn\u00ed pom\u011br zhor\u0161\u00ed.\" class=\"wp-image-2613\"\/><figcaption class=\"wp-element-caption\">Personalizovan\u00e1 reklama je n\u011bco jin\u00e9ho ne\u017e <a href=\"https:\/\/cs.wikipedia.org\/wiki\/Stalking\" target=\"_blank\" rel=\"noopener\">stalking<\/a><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Data jsou z\u00e1klad<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pro kvalitn\u00ed personalizaci reklamy, jsou zcela <strong>st\u011b\u017eejn\u00ed data<\/strong> a odpov\u00eddaj\u00edc\u00ed <strong>pr\u00e1ce s&nbsp;nimi<\/strong>. Pokud chceme reklamu personalizovat, pot\u0159ebujeme o na\u0161ich z\u00e1kazn\u00edc\u00edch z\u00edskat co nejv\u00edce informac\u00ed. Pouze tak mu dovedeme \u201eu\u0161\u00edt\u201c reklamu na m\u00edru. Je t\u0159eba po\u010d\u00edtat s&nbsp;t\u00edm, \u017ee je to b\u011bh na dlouhou tra\u0165. Pro sb\u011br dat je t\u0159eba m\u00edt <strong>kvalitn\u00ed IT n\u00e1stroje<\/strong>, jejich znalost a tak\u00e9 jim v\u011bnovat dostatek \u010dasu.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00edskan\u00e1 data klienta pak analyzujte, jak na z\u00e1klad\u011b <strong>statick\u00e9 segmentace<\/strong> (v\u011bk, z\u00e1jmy, pohlav\u00ed, \u017eivotn\u00ed f\u00e1ze), tak na z\u00e1klad\u011b segmentace dynamick\u00e9. Data dynamick\u00e9 segmentace vypl\u00fdvaj\u00ed z&nbsp;jeho chov\u00e1n\u00ed na webu. D\u00edky nim se dozv\u00edte, kolik utr\u00e1c\u00ed nebo jak\u00e1 je velikost jeho n\u00e1kup\u016f. Tak\u00e9 nap\u0159\u00edklad z\u00edsk\u00e1te informace, zda n\u011bkter\u00e9 produkty nakupuje <strong>pravideln\u011b<\/strong> nebo zda reaguje na <strong>zm\u011bnu ceny<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Zam\u011b\u0159te se na behavior\u00e1ln\u00ed p\u0159\u00edstup a na\u010dasov\u00e1n\u00ed<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pro efektivitu reklamy je d\u016fle\u017eit\u00e9 oslovit potencion\u00e1ln\u00edho z\u00e1kazn\u00edka v&nbsp;<strong>pravou chv\u00edli<\/strong>. K&nbsp;tomu n\u00e1m dopom\u016f\u017ee znalost jeho chov\u00e1n\u00ed. Zkuste zjistit co nejv\u00edce o <strong>vzorc\u00edch chov\u00e1n\u00ed lid\u00ed<\/strong>, na kter\u00e9 c\u00edl\u00edte. V\u00edme-li \u017ee na\u0161e c\u00edlov\u00e1 skupina prov\u00e1d\u00ed n\u00e1kupy ur\u010dit\u00e9ho produktu nej\u010dast\u011bji v&nbsp;sobotu odpoledne, nem\u00e1 z\u0159ejm\u011b p\u0159\u00edli\u0161 smysl oslovovat ho reklamou v&nbsp;pond\u011bl\u00ed. Rad\u011bji se zam\u011b\u0159\u00edme na konec t\u00fddne. Spr\u00e1vn\u00e9 na\u010dasov\u00e1n\u00ed pom\u016f\u017ee oslovit potencion\u00e1ln\u00edho z\u00e1kazn\u00edka efektivn\u011bji ne\u017e konkurence a tak\u00e9 u\u0161et\u0159\u00ed n\u00e1klady na reklamu, kter\u00e1 by p\u0159i spu\u0161t\u011bn\u00ed v&nbsp;nevhodn\u00fdch \u010dasech nemusela p\u0159in\u00e9st po\u017eadovan\u00e9 konverze.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toto samoz\u0159ejm\u011b berte s rezervou, nap\u0159\u00edklad v r\u00e1mci reklamy na soci\u00e1ln\u00edch s\u00edt\u00edch je a\u017e moc velk\u00e1 segmentace na \u0161kodu. Syst\u00e9my pak nemaj\u00ed dostatek dat a nefunguj\u00ed optim\u00e1ln\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Sna\u017ete se o individu\u00e1ln\u00ed p\u0159\u00edstup<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Lid\u00e9 jsou v&nbsp;dne\u0161n\u00ed dob\u011b reklamou p\u0159ehlceni. Vrh\u00e1 se na n\u011b ze v\u0161ech stran. Pokud chcete v&nbsp;z\u00e1plav\u011b reklam vyniknout, mus\u00edte <strong>individualizovat<\/strong>. Znamen\u00e1 to nab\u00eddnout skute\u010dn\u011b to, co je pro dan\u00e9ho z\u00e1kazn\u00edka v&nbsp;tuto chv\u00edli <strong>relevantn\u00ed<\/strong> a co <strong>odpov\u00edd\u00e1 jeho pot\u0159eb\u00e1m<\/strong>. Promyslete si tedy, komu po\u0161lete, jakou nab\u00eddku (akvizi\u010dn\u00ed potencion\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm, servisn\u00ed nab\u00eddku t\u011bm st\u00e1vaj\u00edc\u00edm atd.), jak\u00fd komunika\u010dn\u00ed kan\u00e1l zvol\u00edte a zda je nab\u00eddka pro doty\u010dnou c\u00edlovou skupinu <strong>skute\u010dn\u011b relevantn\u00ed<\/strong> (m\u016f\u017ee si to finan\u010dn\u011b dovolit, koresponduje to s&nbsp;jej\u00ed popt\u00e1vkou atd.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Neprozrazujte v\u0161e a posu\u010fte vhodnost<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Myslete na to, \u017ee <strong>ne v\u017edy je vhodn\u00e9 reklamu personalizovat<\/strong> a prozrazovat jak\u00e1 data m\u00e1te k&nbsp;dispozici. P\u0159i personalizaci v\u017edy tento aspekt pe\u010dliv\u011b zva\u017ete a polo\u017ete si ot\u00e1zku, zda je vzhledem k&nbsp;charakteru nab\u00eddky nebo profilu va\u0161\u00ed spole\u010dnosti <strong>dan\u00e1 personalizace adekv\u00e1tn\u00ed<\/strong>. Stejn\u00e1 personalizace (nap\u0159\u00edklad osloven\u00ed k\u0159estn\u00edm jm\u00e9nem), kterou z\u00e1kazn\u00edci mohou od firmy prod\u00e1vaj\u00edc\u00ed vesel\u00e9 pono\u017eky vn\u00edmat jako milou a pozitivn\u00ed, m\u016f\u017ee b\u00fdt v&nbsp;pod\u00e1n\u00ed <strong>v\u00e1\u017een\u00e9 bankovn\u00ed instituce za hranic\u00ed vhodnosti<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. Nep\u0159est\u00e1vejte analyzovat<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nezapom\u00ednejte na to, \u017ee on-line marketing je dynamick\u00e1 z\u00e1le\u017eitost. Proto v\u011bnujte pozornost <strong>pravideln\u00e9mu m\u011b\u0159en\u00ed<\/strong>, <strong>vyhodnocov\u00e1n\u00ed<\/strong> a <strong>anal\u00fdze dosahovan\u00fdch v\u00fdsledk\u016f<\/strong>, na z\u00e1klad\u011b jejich v\u00fdsledk\u016f m\u016f\u017eete kampan\u011b a jejich c\u00edlen\u00ed neust\u00e1le vylep\u0161ovat a zvy\u0161ovat tak jejich efektivitu. P\u0159ed samotn\u00fdm \u201eostr\u00fdm\u201c spu\u0161t\u011bn\u00edm kampan\u011b doporu\u010dujeme prov\u00e9st test na tzv. kontroln\u00ed skupin\u011b, p\u0159\u00edpadn\u011b A\/B testov\u00e1n\u00ed c\u00edlen\u00ed. Z\u00edskan\u00e9 poznatky p\u0159inesou cenn\u00e9 informace, kter\u00e9 m\u016f\u017eete aplikovat p\u0159i \u201eostr\u00e9\u201c verzi kampan\u011b.&nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9758\" class=\"elementor elementor-9758\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">ZDARMA p\u0159\u00edstup k NEVE\u0158EJN\u00c9 p\u0159\u00edpadovce Facebook a Instagram reklamy, kter\u00e1 za ka\u017edou investovanou 1 K\u010d do reklamy p\u0159inesla 10 K\u010d a v\u00edce (ROAS 10+, PNO pod 10 %) - 10x N\u00c1VRATNOST za posledn\u00ed rok<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_case_study\" name=\"blog form venda case study\" aria-label=\"blog form venda case study\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9758\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>6. Sledujte trh a konkurenci<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i personalizaci se nevypl\u00e1c\u00ed jednat odd\u011blen\u011b od zbytku trhu. Sledujte va\u0161i konkurenci a p\u00e1trejte jak\u00fdm jdou sm\u011brem. Poskytuj\u00ed moment\u00e1ln\u011b slevy? Co pr\u00e1v\u011b nab\u00edz\u00ed? Na jak\u00e9 z\u00e1kazn\u00edky c\u00edl\u00ed? Odpov\u011bdi na tyto, i dal\u0161\u00ed ot\u00e1zky v\u00e1m pomohou koordinovat sv\u00e9 aktivity se zbytkem trhu a z\u00edskat tak konkuren\u010dn\u00ed v\u00fdhodu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Personalizovan\u00e1 reklama &#8211; etick\u00e9 z\u00e1sady<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V&nbsp;r\u00e1mci personalizace reklam je t\u0159eba neust\u00e1le myslet na to, \u017ee pracujete s&nbsp;<strong>re\u00e1ln\u00fdmi informacemi<\/strong> o u\u017eivatel\u00edch, n\u011bkter\u00e9 z&nbsp;nich mohou b\u00fdt p\u0159\u00edli\u0161 soukrom\u00e9 nebo citliv\u00e9, a proto je t\u0159eba s&nbsp;obsahem reklam nakl\u00e1dat p\u0159\u00edslu\u0161n\u00fdm zp\u016fsobem.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pr\u00e1ce se soubory cookies je regulov\u00e1na prost\u0159ednictv\u00edm celoevropsk\u00e9ho standardu <a href=\"https:\/\/iabeurope.eu\/transparency-consent-framework\/\" target=\"_blank\" rel=\"noopener\">TFC<\/a> (Transparency and consent framework). Tento standard vznikl na z\u00e1klad\u011b na\u0159\u00edzen\u00ed o GDPR pod z\u00e1\u0161titou <a href=\"https:\/\/iabeurope.eu\/transparency-consent-framework\/\" target=\"_blank\" rel=\"noopener\">IAB Europe<\/a> (evropsk\u00e1 autorita pro nastaven\u00ed standard\u016f v&nbsp;oblasti digit\u00e1ln\u00ed reklamy).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V&nbsp;r\u00e1mci princip\u016f pr\u00e1ce se z\u00edskan\u00fdmi informacemi, jsou definov\u00e1ny citliv\u00e9 z\u00e1jmov\u00e9 kategorie, v&nbsp;r\u00e1mci kter\u00fdch, je personalizovan\u00e1 reklama omezen\u00e1:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pr\u00e1vn\u00ed z\u00e1sady: Reklama v\u017edy mus\u00ed b\u00fdt v&nbsp;souladu se z\u00e1kony dan\u00e9ho st\u00e1tu a neporu\u0161ovat \u017e\u00e1dnou ze stanoven\u00fdch pr\u00e1vn\u00edch norem.<\/li>\n\n\n\n<li>Osobn\u00ed t\u00ed\u017eiv\u00e1 situace: Reklama nesm\u00ed c\u00edlit na u\u017eivatele v&nbsp;<strong>t\u011b\u017ek\u00e9 \u017eivotn\u00ed situaci<\/strong> a zneu\u017e\u00edvat tak jejich moment\u00e1ln\u00edch probl\u00e9mu a postaven\u00ed.<\/li>\n\n\n\n<li>Identita a p\u0159esv\u011bd\u010den\u00ed: Omezen\u00ed reklamy se vztahuje i na kategorii u\u017eivatel\u016f, kte\u0159\u00ed \u010dasto podl\u00e9haj\u00ed diskriminaci \u010di stigmatizaci.<\/li>\n\n\n\n<li>Sexu\u00e1ln\u00ed z\u00e1jmy: Je nep\u0159\u00edpustn\u00e9 c\u00edlit na u\u017eivatele na <strong>z\u00e1klad\u011b jejich soukrom\u00fdch sexu\u00e1ln\u00edch z\u00e1jm\u016f<\/strong> a <strong>preferenc\u00ed<\/strong>.<\/li>\n\n\n\n<li>P\u0159\u00edstup k&nbsp;p\u0159\u00edle\u017eitostem: <strong>Reklamy nesm\u00ed diskriminovat<\/strong> na z\u00e1klad\u011b spole\u010densk\u00fdch p\u0159\u00edstup\u016f v&nbsp;oblasti rovn\u00e9ho p\u0159\u00edstupu k&nbsp;p\u0159\u00edle\u017eitostem.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Z\u00e1v\u011br<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00edky personalizovan\u00e9 reklam\u011b m\u00e1te v&nbsp;rukou velice siln\u00fd n\u00e1stroj pro zlep\u0161en\u00ed efektivity on-line kampan\u00ed. Pokud jste mu zat\u00edm nev\u011bnovali p\u0159\u00edli\u0161nou pozornosti a hled\u00e1te cesty, jak posunout v\u00fdsledky reklamn\u00edch kampan\u00ed do jin\u00fdch sf\u00e9r, mo\u017en\u00e1 pr\u00e1v\u011b nastala prav\u00e1 chv\u00edle k&nbsp;jeho vyu\u017eit\u00ed. Zamyslete se, analyzujte a p\u00e1trejte kdo jsou va\u0161e c\u00edlov\u00e1 publika a jak\u00e9 jsou jejich pot\u0159eby. Pouze tak dosp\u011bjete k&nbsp;tomu, jak reklamu p\u0159izp\u016fsobit potencion\u00e1ln\u00edmu z\u00e1kazn\u00edkovi na m\u00edru, z\u00edskat jeho pozornost a tolik o\u010dek\u00e1van\u00e9 konverze.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9794\" class=\"elementor elementor-9794\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">TIP na ebook ZDARMA: Bu\u010fte \u00daSP\u011a\u0160N\u00cd na soci\u00e1ln\u00edch s\u00edt\u00edch s 21 nejv\u00edc TRENDY t\u00e9maty pro TVORBU vide\u00ed a p\u0159\u00edsp\u011bvk\u016f na Instagram, TikTok, YouTube, Threads, LinkedIn, X a Facebook\n(PDF)<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_21_video_ideas\" name=\"blog form 21 temat na videa a prispevky\" aria-label=\"blog form 21 temat na videa a prispevky\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9794\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na sv\u016fj <a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> profil. Na <a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noopener\">Instagramu<\/a> najdete i st\u0159\u00edpky z m\u00e9ho osobn\u00edho \u017eivota, tak kdyby se v\u00e1m st\u00fdskalo, m\u016f\u017eete mrknout i tam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bjte se personalizovan\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/muj-pribeh\/\">M\u016fj p\u0159\u00edb\u011bh<\/a>, m\u00e9 hodnoty naleznete na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/me-hodnoty\/\">M\u00e9 hodnoty<\/a> a m\u00e9 slu\u017eby najdete <a href=\"https:\/\/www.cernovsky.cz\/sluzby\/\">zde<\/a>. 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\"><strong>Zdroje<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/o.seznam.cz\/ochrana-udaju\/personalizace-obsahu-a-reklamy\/\" target=\"_blank\" rel=\"noopener\">Personalizace obsahu a reklamy \u2013 O Seznamu<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.ecommercebridge.cz\/jak-funguje-personalizace-a-kde-se-s-ni-muzete-setkat\/\" target=\"_blank\" rel=\"noopener\">Jak funguje personalizace a kde se s n\u00ed m\u016f\u017eete setkat (ecommercebridge.cz)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/support.google.com\/adspolicy\/answer\/143465\" target=\"_blank\" rel=\"noopener\">Personalizovan\u00e1 inzerce &#8211; N\u00e1pov\u011bda Centrum z\u00e1sad Google Ads<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/tyinternety.cz\/prirucka-marketera\/prirucka-marketera-5-principu-uspesne-personalizace-v-marketingove-komunikaci\/\" target=\"_blank\" rel=\"noopener\">P\u0159\u00edru\u010dka market\u00e9ra: 5 princip\u016f \u00fasp\u011b\u0161n\u00e9 personalizace v marketingov\u00e9 komunikaci \u2013 Tyinternety.cz<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.facebook.com\/help\/516147308587266\" target=\"_blank\" rel=\"noopener\">Jak funguj\u00ed reklamy na Facebooku | Centrum n\u00e1pov\u011bdy pro Facebook<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/online.aurora.edu\/personalized-advertising\/\" target=\"_blank\" rel=\"noopener\">A Marketer\u2019s Guide to Personalized Advertising | AU Online (aurora.edu)<\/a><\/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\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>V\u011bt\u0161ina firem, investuj\u00edc\u00edch do on-line reklam, o\u010dek\u00e1v\u00e1 od kampan\u00ed co mo\u017en\u00e1 nejvy\u0161\u0161\u00ed efektivitu. Inzerenti cht\u011bj\u00ed v&nbsp;r\u00e1mci investic zas\u00e1hnout co nej\u0161ir\u0161\u00ed \u010d\u00e1st c\u00edlov\u00e9 skupiny, dos\u00e1hnout optim\u00e1ln\u00edho konverzn\u00edho pom\u011bru, a to v\u0161e p\u0159i minim\u00e1ln\u00edch n\u00e1kladech. Jak toho dos\u00e1hnout? Odpov\u011bd\u00ed je personalizovan\u00e1 reklama.&nbsp; Efektivitu personalizovan\u00e9 reklamy potvrzuj\u00ed data vypl\u00fdvaj\u00edc\u00ed z proveden\u00fdch pr\u016fzkum\u016f. Dle dat z\u00edskan\u00fdch spole\u010dnost\u00ed MyBuys z\u00e1kazn\u00edci [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3286,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"personalizovana reklama","footnotes":""},"categories":[9],"tags":[37,63,7],"class_list":["post-2611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-personalizace","tag-reklama"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2611","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=2611"}],"version-history":[{"count":3,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2611\/revisions"}],"predecessor-version":[{"id":9876,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2611\/revisions\/9876"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/3286"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=2611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=2611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=2611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}