{"id":7706,"date":"2022-07-29T07:23:00","date_gmt":"2022-07-29T05:23:00","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=7706"},"modified":"2023-04-10T18:10:09","modified_gmt":"2023-04-10T16:10:09","slug":"stdc-see-think-do-care","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/stdc-see-think-do-care\/","title":{"rendered":"See think do care (STDC): prodejn\u00ed cyklus v marketingu"},"content":{"rendered":"\n

Prodejn\u00ed cyklus je v\u00fdvoj vztahu mezi z\u00e1kazn\u00edkem a prodejcem, kter\u00fd vrchol\u00ed dokon\u010denou obchodn\u00ed transakc\u00ed. Cyklus m\u016f\u017ee b\u00fdt dlouh\u00fd hodiny<\/strong>, ale t\u0159eba tak\u00e9 m\u011bs\u00edce<\/strong> nebo roky<\/strong>. Obchodn\u00ed teoretici analyzovali prodejn\u00ed interakce a popsali jejich b\u011b\u017en\u00e9 sou\u010d\u00e1sti, aby mohli l\u00e9pe p\u0159edv\u00eddat a kontrolovat \u00fasp\u011b\u0161n\u00e9 v\u00fdsledky. See-Think-Do-Care<\/strong> (STDC) framework je to o\u010d tu b\u011b\u017e\u00ed.<\/p>\n\n\n\n

Navzdory n\u011bkter\u00fdm p\u0159edstav\u00e1m, marketing<\/a> nefunguje<\/strong> tak, \u017ee z\u00e1kazn\u00edk uvid\u00ed reklamu na n\u00e1hodn\u00fd produkt od firmy, o kter\u00e9 v \u017eivot\u011b nesly\u0161el, okam\u017eit\u011b na reklamu klikne a n\u00e1sledn\u011b na va\u0161em e-shopu<\/a> nakoup\u00ed. Hodnotn\u00fd marketing buduje pov\u011bdom\u00ed o zna\u010dce, zvy\u0161uje loajalitu z\u00e1kazn\u00edk\u016f, komunikuje s fanou\u0161ky, bav\u00ed, vzd\u011bl\u00e1v\u00e1\u2026 A\u017e potom, co zvl\u00e1dne v\u0161echny tyto kroky, prod\u00e1v\u00e1. Konkr\u00e9tn\u00ed postup popisuje model See-Think-Do-Care<\/strong> (STDC<\/strong>).<\/p>\n\n\n\n

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\"See-Think-Do-Care
See-Think-Do-Care STDC framework vizualizace, zdroj: Wikipedia<\/a><\/figcaption><\/figure>\n\n\n\n

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Framework See-Think-Do-Care je u\u017eite\u010dn\u00e1 metodika, kter\u00e1 market\u00e9r\u016fm usnad\u0148uje pochopen\u00ed n\u00e1kupn\u00edho procesu a rozhodov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Z\u00e1kazn\u00edky rozd\u011bluje do \u010dty\u0159 f\u00e1z\u00ed podle toho, kde se pr\u00e1v\u011b nach\u00e1zej\u00ed v n\u00e1kupn\u00edm cyklu. Na tomto frameworku je postavena \u0159ada marketingov\u00fdch strategi\u00ed<\/a><\/strong>. Doporu\u010dil bych prodiskutovat mo\u017en\u00e9 varianty i s AI pomocn\u00edky (n\u00e1stroji)<\/a>.<\/p>\n\n\n\n

Va\u0161\u00edm z\u00e1jmem by m\u011blo b\u00fdt oslovit potenci\u00e1ln\u00ed z\u00e1kazn\u00edky ve v\u0161ech 4 f\u00e1z\u00edch n\u00e1kupn\u00edho procesu. V ka\u017ed\u00e9 f\u00e1zi s nimi ale mus\u00edte komunikovat jinak – d\u00e1t o sob\u011b v\u011bd\u011bt jako o mo\u017en\u00e9m prodejci, dov\u00e9st je k rozhodnut\u00ed a nakonec p\u0159esv\u011bd\u010dit k n\u00e1kupu pr\u00e1v\u011b u v\u00e1s.<\/p>\n\n\n\n

Ve chv\u00edli, kdy se z\u00e1kazn\u00edk rozhoduje o n\u00e1kupu n\u011bjak\u00e9ho zbo\u017e\u00ed, je vyhled\u00e1va\u010d<\/strong> (reklama ve vyhled\u00e1v\u00e1n\u00ed<\/a>) va\u0161\u00edm hlavn\u00edm pomocn\u00edkem. Od po\u010d\u00e1te\u010dn\u00edho potenci\u00e1ln\u00edho z\u00e1jmu se z\u00e1kazn\u00edk dost\u00e1v\u00e1 do f\u00e1ze, kdy vyb\u00edr\u00e1 konkr\u00e9tn\u00ed produkt<\/strong> a konkr\u00e9tn\u00edho prodejce<\/strong>. Dotazy, kter\u00e9 z\u00e1kazn\u00edk pokl\u00e1d\u00e1 vyhled\u00e1va\u010di, se postupn\u011b vyv\u00edjej\u00ed podle toho, v jak\u00e9 f\u00e1zi n\u00e1kupn\u00edho procesu se zrovna nach\u00e1z\u00ed.<\/p>\n\n\n\n

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1. STDC f\u00e1ze: SEE (vid\u011bt)<\/h2>\n\n\n\n

V t\u00e9to prvn\u00ed f\u00e1zi STDC se nach\u00e1zej\u00ed z\u00e1kazn\u00edci, kte\u0159\u00ed je\u0161t\u011b neuva\u017euj\u00ed<\/strong> o koupi – mo\u017en\u00e1 je\u0161t\u011b neznaj\u00ed va\u0161i zna\u010dku, nebo dokonce ani v\u00e1\u0161 produkt. V prvn\u00ed f\u00e1zi frameworku See-Think-Do-Care je pot\u0159eba lidi zaujmout a informovat. Zapojte se do komunity, kter\u00e1 se va\u0161\u00edm t\u00e9matem zab\u00fdv\u00e1, a za\u010dn\u011bte s potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky komunikovat. C\u00edlem reklamy je v tuto chv\u00edli upoutat pozornost c\u00edlov\u00e9 skupiny a dostat se do jej\u00edho pov\u011bdom\u00ed (brand awareness). C\u00edl\u00edte na velmi \u0161irok\u00e9 publikum, kter\u00e9 poj\u00ed spole\u010dn\u00fd z\u00e1jem.<\/p>\n\n\n\n

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YouTube reklama<\/a> je dobrou volbou do prvn\u00ed f\u00e1ze frameworku STDC<\/figcaption><\/figure>\n\n\n\n

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Vhodn\u00fdm form\u00e1tem kampan\u011b<\/a> je v t\u00e9to f\u00e1zi videoreklama<\/strong><\/a> (reklama na YouTube<\/a>, videoreklama na Facebooku nebo Instagramu<\/a>), p\u0159\u00edsp\u011bvky na soci\u00e1ln\u00edch s\u00edt\u00edch (Facebook a Instagram reklama<\/a>) nebo bannerov\u00e1 kampa\u0148<\/a>.<\/p>\n\n\n\n

Pomoc\u00ed grafick\u00fdch reklam v obsahov\u00e9 s\u00edti Google nebo Seznam m\u016f\u017eete vizu\u00e1ln\u011b p\u0159ita\u017eliv\u00fdmi reklamami oslovovat lidi, pro kter\u00e9 je va\u0161e nab\u00eddka zaj\u00edmav\u00e1, zat\u00edmco proch\u00e1zej\u00ed n\u011bkter\u00fd z milionu dostupn\u00fdch web\u016f nebo pou\u017e\u00edvaj\u00ed jednu z Googlem vlastn\u011bn\u00fdch slu\u017eeb (nap\u0159\u00edklad YouTube). Tyto kampan\u011b p\u0159edstavuj\u00ed skv\u011bl\u00fd zp\u016fsob, jak zv\u00fd\u0161it pov\u011bdom\u00ed o va\u0161\u00ed zna\u010dce<\/strong>: m\u016f\u017eete vytvo\u0159it reklamy, kter\u00e9 se lidem vryj\u00ed do pam\u011bti, tak\u017ee si va\u0161i zna\u010dku zapamatuj\u00ed nebo budou uva\u017eovat o va\u0161ich produktech.<\/p>\n\n\n\n

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Facebook nebo Instagram reklama<\/a> s optimalizac\u00ed na maximalizaci z\u00e1sahu \/ video views \/ brand awareness je takt\u00e9\u017e dobr\u00e1 volba do prvn\u00ed f\u00e1ze STDC<\/figcaption><\/figure>\n\n\n\n

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V p\u0159\u00edpad\u011b t\u00e9to f\u00e1ze nejsou PPC kampan\u011b<\/a> ve vyhled\u00e1v\u00e1n\u00ed optim\u00e1ln\u00edm kan\u00e1lem, proto\u017ee \u00fasil\u00ed vynalo\u017een\u00e9 na jejich vytvo\u0159en\u00ed p\u0159inese jen velmi mal\u00fd efekt.<\/p>\n\n\n\n

Kreativu<\/a> i reklamn\u00ed sd\u011blen\u00ed<\/a> volte velmi obecn\u00e9 (nap\u0159. s call-to-action \u201einspirujte se\u201c, “zjist\u011bte v\u00edce”). Rozhodn\u011b netla\u010dte k n\u00e1kupu – v t\u00e9to f\u00e1zi to nebude fungovat.<\/p>\n\n\n\n

C\u00edlem f\u00e1ze SEE je upout\u00e1n\u00ed pozornosti, proto kampan\u011b ur\u010dit\u011b nevyhodnocujte v\u00fdkonnostn\u00edmi metrikami<\/strong>, jak\u00fdmi jsou po\u010dty konverz\u00ed, ROI nebo CPA, byli byste \u010d\u00edsly akor\u00e1t zklaman\u00ed. V z\u00e1vislosti na pou\u017eit\u00e9m reklamn\u00edm form\u00e1tu pracujte sp\u00ed\u0161e s metrikami, jako jsou po\u010det interakc\u00ed s obsahem<\/strong>, procento nov\u00fdch n\u00e1v\u0161t\u011bv<\/strong>, n\u00e1r\u016fst pov\u011bdom\u00ed o zna\u010dce<\/strong>, z\u00e1sah<\/strong>, frekvence<\/strong> a podobn\u011b.<\/p>\n\n\n\n

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2. STDC f\u00e1ze: THINK (p\u0159em\u00fd\u0161let)<\/h2>\n\n\n\n

Ve druh\u00e9 f\u00e1zi STDC v\u00e1\u0161 z\u00e1kazn\u00edk ji\u017e za\u010d\u00edn\u00e1 uva\u017eovat o zakoupen\u00ed va\u0161eho produktu<\/strong>. V t\u00e9to f\u00e1zi je d\u016fle\u017eit\u00e9 d\u00e1t z\u00e1kazn\u00edkovi v\u0161echny d\u016fvody, pro\u010d by m\u011bl nakoupit pr\u00e1v\u011b u v\u00e1s. Pom\u00e1h\u00e1te sv\u00fdm z\u00e1kazn\u00edk\u016fm vybrat si ten spr\u00e1vn\u00fd produkt<\/strong>, kter\u00fd pot\u0159ebuj\u00ed. Va\u0161\u00edm c\u00edlem by m\u011blo b\u00fdt poskytnout va\u0161emu publiku relevantn\u00ed informace, kter\u00e9 mu pomohou v rozhodnut\u00ed, zda nakoupit. C\u00edlit budete pochopiteln\u011b na men\u0161\u00ed skupinu lid\u00ed ne\u017e ve f\u00e1zi SEE.<\/p>\n\n\n\n

Ve f\u00e1zi THINK si u\u017e nevysta\u010d\u00edte s obecn\u00fdmi sd\u011blen\u00edmi typu \u201einspirujte se\u201c, mus\u00edte b\u00fdt trochu konkr\u00e9tn\u011bj\u0161\u00ed<\/strong> (jak v c\u00edlen\u00ed, tak i u landing page<\/a>, na kterou budete odkazovat). Zkuste nab\u00eddnout lidem pomocnou ruku a pomoct jim p\u0159i rozhodov\u00e1n\u00ed, prezentujte p\u0159idanou hodnotu va\u0161\u00ed nab\u00eddky<\/strong>. Pomozte lidem zorientovat se v nab\u00eddce, t\u00edm si z\u00edsk\u00e1te jejich d\u016fv\u011bru. Budouc\u00ed z\u00e1kazn\u00edci v\u00e1s za\u010dnou vn\u00edmat jako odborn\u00edky \u010di autoritu v oboru, a proto budou cht\u00edt nakoupit pr\u00e1v\u011b u v\u00e1s.<\/p>\n\n\n\n

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Ve Think f\u00e1zi frameworku STDC je dobrou volbou PPC reklama v Google Ads<\/a><\/figcaption><\/figure>\n\n\n\n

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St\u00e1le ale mus\u00edte myslet na to, \u017ee lid\u00e9 v t\u00e9to f\u00e1zi je\u0161t\u011b nejsou p\u0159ipraveni k n\u00e1kupu.<\/p>\n\n\n\n

U\u017eivatele nach\u00e1zej\u00edc\u00ed se v t\u00e9to f\u00e1zi m\u016f\u017eete velmi efektivn\u011b<\/strong> oslovit pomoc\u00ed c\u00edlen\u00fdch PPC reklam v Google Ads<\/a> a n\u00e1sledn\u011b zaujmout kvalitn\u00edm, relevantn\u00edm a hodnotn\u00fdm obsahem na va\u0161em webu<\/a>. Nejl\u00e9pe ve f\u00e1zi THINK poslou\u017e\u00ed propracovan\u00fd firemn\u00ed blog s relevantn\u00edmi \u010dl\u00e1nky o t\u00e9matu (srovn\u00e1vac\u00ed \u010dl\u00e1nky, slovn\u00ed\u010dek pojm\u016f, how-to n\u00e1vody). M\u016f\u017eete ale tak\u00e9 vyu\u017e\u00edt dal\u0161\u00ed kan\u00e1ly, jako jsou videa (YouTube<\/a>, soci\u00e1ln\u00ed s\u00edt\u011b<\/a>), bannery, p\u0159\u00edsp\u011bvky na soci\u00e1ln\u00edch s\u00edt\u00edch m\u016f\u017ee pro v\u00e1s b\u00fdt zaj\u00edmav\u00e1 reklama na Facebooku<\/a>, LinkedInu<\/a>, TikToku<\/a> nebo reklama na Twitteru<\/a>) nebo vyhled\u00e1va\u010de zbo\u017e\u00ed. A samoz\u0159ejm\u011b optimalizace pro vyhled\u00e1va\u010de<\/a>, zejm\u00e9na na kl\u00ed\u010dov\u00e1 slova obsahuj\u00edc\u00ed n\u00e1zvy kategori\u00ed a fr\u00e1ze \u201ejak vybrat\u2026\u201c.<\/p>\n\n\n\n

Metriky, vhodn\u00e9 pro kampan\u011b<\/a> ve f\u00e1zi THINK, mohou b\u00fdt m\u00edra prokliku reklam (CTR), m\u00edra zhl\u00e9dnut\u00ed videa (VRT), po\u010det nav\u0161t\u00edven\u00fdch str\u00e1nek za 1 relaci, scroll str\u00e1nky do 50 % nebo procento asistovan\u00fdch konverz\u00ed. Pokud byste cht\u011bli m\u011b\u0159it n\u011bco konkr\u00e9tn\u011bj\u0161\u00edho, m\u016f\u017eete si nastavit mikrokonverze ke sledov\u00e1n\u00ed, nap\u0159\u00edklad p\u0159ihl\u00e1\u0161en\u00ed k odb\u011bru va\u0161eho newsletteru<\/a>, registrace na str\u00e1nk\u00e1ch nebo sta\u017een\u00ed cen\u00edku.<\/p>\n\n\n\n

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3. STDC f\u00e1ze: DO (d\u011blat)<\/h2>\n\n\n\n

V t\u00e9to f\u00e1zi STDC c\u00edl\u00edte na velmi \u00fazk\u00fd okruh publika. Lid\u00e9 ve f\u00e1zi DO u\u017e jsou rozhodnut\u00ed si produkt \u010di slu\u017ebu koupit<\/strong>, a \u0159e\u0161\u00ed, odkud si je objednat<\/strong>. Va\u0161\u00edm c\u00edlem v t\u00e9to f\u00e1zi tedy je p\u0159im\u011bt potenci\u00e1ln\u00ed z\u00e1kazn\u00edky, aby nakoupili pr\u00e1v\u011b u n\u00e1s, a cel\u00fd n\u00e1kup jim co nejv\u00edce usnadnit.<\/p>\n\n\n\n

Pokud jste nepodcenili p\u0159edchoz\u00ed f\u00e1ze, pravd\u011bpodobn\u011b v\u00e1s potencion\u00e1ln\u00ed z\u00e1kazn\u00edci u\u017e znaj\u00ed ze soci\u00e1ln\u00edch s\u00edt\u00ed<\/a>, newsletteru a firemn\u00edho blogu, maj\u00ed s v\u00e1mi vytvo\u0159en\u00fd vztah a automaticky nakoup\u00ed u v\u00e1s. Pokud ne, m\u00e1te posledn\u00ed mo\u017enost je p\u0159esv\u011bd\u010dit.<\/p>\n\n\n\n

Ve f\u00e1zi DO je velmi cenn\u00fdm pomocn\u00edkem PPC reklama<\/a>. PPC reklamu<\/a> toti\u017e m\u016f\u017eete zac\u00edlit na konkr\u00e9tn\u00ed slova<\/strong>, kter\u00e1 z\u00e1kazn\u00edci vyhled\u00e1vaj\u00ed. C\u00edlit byste m\u011bli na brandov\u00e1<\/strong> a produktov\u00e1 kl\u00ed\u010dov\u00e1 slova<\/strong>, dobr\u00e9 je tak\u00e9 vyu\u017e\u00edt Shopping Ads kampan\u011b<\/a><\/strong>. Vyu\u017eijte mo\u017enosti remarketingu a dynamick\u00e9ho remarketingu, abyste zac\u00edlili na na publikum z webu, v\u010detn\u011b t\u00e9 \u010d\u00e1sti, kter\u00e1 nedokon\u010dila objedn\u00e1vku. Ze sv\u00fdch reklam odkazujte na str\u00e1nku s konkr\u00e9tn\u00edm produktem<\/a> a zefektivn\u011bte tak\u00e9 objedn\u00e1vkov\u00fd proces na sv\u00e9m e-shopu<\/a> nebo webu<\/a>.<\/p>\n\n\n\n

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Google Shopping Ads js<\/a>ou skv\u011blou volbou ve f\u00e1zi DO<\/figcaption><\/figure>\n\n\n\n

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Dal\u0161\u00edm n\u00e1strojem, kter\u00fd v\u00e1m pom\u016f\u017ee z\u00e1kazn\u00edky p\u0159esv\u011bd\u010dit, aby zbo\u017e\u00ed koupili od v\u00e1s, jsou reference spokojen\u00fdch z\u00e1kazn\u00edk\u016f<\/strong>, nezapome\u0148te je proto um\u00edstit na v\u00e1\u0161 web.<\/p>\n\n\n\n

Dbejte na to, aby byl n\u00e1kupn\u00ed proces na va\u0161ich str\u00e1nk\u00e1ch intuitivn\u00ed a rychl\u00fd<\/strong>. Zam\u011b\u0159te se na to, abyste z\u00e1kazn\u00edkovi v okam\u017eiku objedn\u00e1n\u00ed cel\u00fd proces maxim\u00e1ln\u011b usnadnili<\/strong>. Pokud je objedn\u00e1vka p\u0159\u00edli\u0161 slo\u017eit\u00e1, z\u00e1kazn\u00edk by se mohl rozhodnout p\u0159ece jen nakoupit n\u011bkde jinde.<\/p>\n\n\n\n

C\u00edlem t\u00e9to f\u00e1ze je dokon\u010den\u00ed objedn\u00e1vky a zisk<\/strong>. U f\u00e1ze DO jde o klasick\u00fd v\u00fdkonnostn\u00ed marketing (reklama ve vyhled\u00e1v\u00e1n\u00ed, reklama na soci\u00e1ln\u00edch s\u00edt\u00edch<\/a>, apod.). Metriky, kter\u00e9 byste m\u011bli sledovat, jsou n\u00e1vratnost investic, pr\u016fm\u011brn\u00e1 hodnota objedn\u00e1vky, cena za z\u00e1kazn\u00edka, konverzn\u00ed pom\u011br, m\u00edra loajality a m\u00edra opu\u0161t\u011bn\u00ed ko\u0161\u00edku.<\/p>\n\n\n\n

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4. STDC f\u00e1ze: CARE (pe\u010dovat)<\/h2>\n\n\n\n

Spousta lid\u00ed si mysl\u00ed, \u017ee pr\u00e1ce se z\u00edsk\u00e1n\u00edm z\u00e1kazn\u00edka kon\u010d\u00ed u f\u00e1ze DO. Je ale d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee je pot\u0159eba se o z\u00e1kazn\u00edka starat i po n\u00e1kupu<\/strong>, proto je zde f\u00e1ze CARE v r\u00e1mci frameworku STDC. Z\u00e1kazn\u00edci u\u017e nakoupili, a nyn\u00ed o\u010dek\u00e1vaj\u00ed servis a jsou otev\u0159en\u00ed k upev\u0148ov\u00e1n\u00ed vztahu se zna\u010dkou. Pr\u00e1v\u011b tato f\u00e1ze rozhodne, jestli u v\u00e1s nakoup\u00ed i podruh\u00e9<\/strong>, pot\u0159et\u00ed<\/strong>\u2026 C\u00edlem t\u00e9to f\u00e1ze ale nen\u00ed pouze opakovan\u00fd n\u00e1kup, ale tak\u00e9 snaha o to, aby z\u00e1kazn\u00edk vn\u00edmal hodnotu va\u0161\u00ed zna\u010dky a produktu<\/strong>. Za v\u011brn\u00e9 z\u00e1kazn\u00edky pova\u017eujeme ty, co u\u017e u n\u00e1s nakoupili alespo\u0148 dvakr\u00e1t.<\/p>\n\n\n\n

F\u00e1zi CARE se tak\u00e9 v r\u00e1mci frameworku \u0159\u00edk\u00e1 f\u00e1ze rozmazlovac\u00ed. Nejde o to pouze d\u011blat jak\u00e9si minimum, abyste o z\u00e1kazn\u00edka nep\u0159i\u0161li – odborn\u00edci v oboru reten\u010dn\u00edho marketingu dokonce rad\u00ed rozd\u011blit si celkov\u00fd marketingov\u00fd rozpo\u010det na dv\u011b poloviny, a jednu z nich investovat pr\u00e1v\u011b do st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f<\/strong>. Pom\u011br u va\u0161eho projektu se samoz\u0159ejm\u011b m\u016f\u017ee li\u0161it.<\/p>\n\n\n\n

Oslovit publikum v t\u00e9to f\u00e1zi cyklu m\u016f\u017eete prakticky na jak\u00e9mkoliv kan\u00e1lu, nej\u010dast\u011bji je to e-mailing<\/a>. M\u016f\u017eete ale vyu\u017e\u00edt i soci\u00e1ln\u00ed s\u00edt\u011b<\/strong> nebo blogov\u00e9 \u010dl\u00e1nky<\/strong>. D\u016fle\u017eit\u00e9 v\u0161ak je, aby byl obsah<\/a> sd\u011blen\u00ed u\u0161it\u00fd z\u00e1kazn\u00edkovi p\u0159\u00edmo na m\u00edru.<\/p>\n\n\n\n

<\/p>\n\n\n\n

\"\"
E-mail marketing je skv\u011bl\u00fdm n\u00e1strojem do CARE f\u00e1ze STDC frameworku<\/figcaption><\/figure>\n\n\n\n

<\/p>\n\n\n\n

Identifikovat pot\u0159eby c\u00edlov\u00e9 skupiny a vytvo\u0159it podle nich vhodn\u00fd obsah<\/a> je v t\u00e9to f\u00e1zi pom\u011brn\u011b jednoduch\u00e9: sta\u010d\u00ed z\u00e1kazn\u00edkovi p\u0159in\u00e9st n\u00e1vody k pou\u017eit\u00ed v\u00fdrobku<\/strong>, poradit mu s \u00fadr\u017ebou<\/strong>, zajistit servis<\/strong> a dal\u0161\u00ed podporu<\/strong>. Pro z\u00e1kazn\u00edky v CARE f\u00e1zi m\u016f\u017eete tak\u00e9 nap\u0159\u00edklad vytvo\u0159it v\u011brnostn\u00ed program<\/strong>. Zkr\u00e1tka dejte sv\u00fdm z\u00e1kazn\u00edk\u016fm v\u011bd\u011bt, \u017ee v\u00e1m na nich z\u00e1le\u017e\u00ed i po tom, co u v\u00e1s nakoupili. P\u0159\u00edjemci mailingu ocen\u00ed i p\u0159ednostn\u00ed upozorn\u011bn\u00ed na cenov\u00e9 akce<\/strong>.<\/p>\n\n\n\n

Va\u0161\u00edm c\u00edlem by ve f\u00e1zi CARE m\u011bl b\u00fdt prodej p\u0159\u00edslu\u0161enstv\u00ed a dal\u0161\u00edch cross-sellov\u00fdch produkt\u016f. Sna\u017ete se tak\u00e9, aby va\u0161e slu\u017eby z\u00e1kazn\u00edk doporu\u010dil sv\u00fdm zn\u00e1m\u00fdm (word of mouth marketing).<\/p>\n\n\n\n

<\/p>\n\n\n\n

Modifikace STDC frameworku<\/h2>\n\n\n\n

V n\u011bkter\u00fdch p\u0159\u00edpadech je vhodn\u00e9 za\u010d\u00ednat prodejn\u00ed cyklus posledn\u00ed f\u00e1z\u00ed CARE. St\u00e1vaj\u00edc\u00ed framework se tedy m\u011bn\u00ed na Care-See-Think-Do-Care (CSTDC). Nad touto modifikac\u00ed je vhodn\u00e9 p\u0159em\u00fd\u0161let v moment\u011b, kdy o st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edky tak dob\u0159e pe\u010dujete, \u017ee je to vid\u011bt navenek (pozitivn\u00ed word of mouth<\/a><\/strong>, samozvan\u00ed ambasado\u0159i zna\u010dky, doporu\u010den\u00ed a podobn\u011b). <\/p>\n\n\n\n

P\u00e9\u010de, kter\u00e1 je takto vid\u011bt, m\u016f\u017ee vy\u00fastit v to, \u017ee se s va\u0161\u00ed zna\u010dkou sezn\u00e1m\u00ed v\u00edce lid\u00ed<\/strong> (SEE), oslov\u00edte v\u00edce potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f<\/strong>, kte\u0159\u00ed s n\u00e1kupem st\u00e1le v\u00e1haj\u00ed (THINK) a tak\u00e9 ty, kte\u0159\u00ed u\u017e cht\u011bj\u00ed nakoupit<\/strong> (DO). V posledn\u00ed \u010d\u00e1sti CARE pak u\u017e pe\u010dujete o nov\u00e9ho z\u00e1kazn\u00edka, kter\u00e9ho jste z\u00edskali t\u00edm, \u017ee jste do n\u00e1kupn\u00edho cyklu zahrnuli i ty, kte\u0159\u00ed kladn\u011b p\u0159ij\u00edmaj\u00ed va\u0161e sna\u017een\u00ed ve f\u00e1zi CARE.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Z\u00e1v\u011br<\/h2>\n\n\n\n

V mnoh\u00fdch ohledech je jak\u00e9koli paradigma uvalen\u00e9 na rozhodovac\u00ed proces spot\u0159ebitele zna\u010dn\u011b omezen\u00e9, proto\u017ee ka\u017ed\u00fd z\u00e1kazn\u00edk a ka\u017ed\u00fd prodej je jin\u00fd a po\u010det prom\u011bnn\u00fdch, kter\u00e9 vstupuj\u00ed do rozhodnut\u00ed o koupi, je p\u0159\u00edli\u0161 mnoho na kontrolu.<\/p>\n\n\n\n

P\u0159esto\u017ee sv\u011btov\u00fdm trendem je prohl\u00ed\u017eet prodejn\u00ed proces ve v\u011bdeck\u00e9m kontextu, aby bylo mo\u017en\u00e9 jej standardizovat a sn\u00e1ze p\u0159edv\u00eddat v\u00fdsledky, skute\u010dnost\u00ed je, \u017ee neexistuje kone\u010dn\u00fd seznam krok\u016f<\/strong>, kter\u00e9, pokud jsou provedeny spr\u00e1vn\u011b a ve spr\u00e1vn\u00e9m po\u0159ad\u00ed, v\u017edy neomyln\u011b vedou k prodeji. Ani u frameworku STDC to tak nen\u00ed. M\u00edsto toho existuje sp\u00ed\u0161e voln\u00e1 iterace kolem b\u011b\u017en\u00fdch akc\u00ed, kter\u00e9 se mohou odehr\u00e1t v libovoln\u00e9m po\u010dtu krok\u016f, v z\u00e1vislosti na jedine\u010dnosti z\u00e1kazn\u00edka a transakce.<\/p>\n\n\n\n

Zejm\u00e9na za\u010d\u00ednaj\u00edc\u00ed market\u00e9\u0159i m\u00edvaj\u00ed pom\u011brn\u011b naivn\u00ed p\u0159edstavu<\/strong> o tom, jak n\u00e1kupn\u00ed proces funguje. P\u0159edpokl\u00e1daj\u00ed, \u017ee n\u00e1kup na internetu je v podstat\u011b line\u00e1rn\u00edm sledem okam\u017eit\u00fdch rozhodnut\u00ed, ale to ve skute\u010dnosti plat\u00ed pouze u nejlevn\u011bj\u0161\u00edch produkt\u016f<\/strong> – \u010d\u00edm je produkt dra\u017e\u0161\u00ed \u010di luxusn\u011bj\u0161\u00ed, t\u00edm je n\u00e1kupn\u00ed cyklus zdlouhav\u011bj\u0161\u00ed<\/strong>. Samoz\u0159ejm\u011b ale tak\u00e9 z\u00e1le\u017e\u00ed na psychologii konkr\u00e9tn\u00edho z\u00e1kazn\u00edka.<\/p>\n\n\n\n

Uva\u017eov\u00e1n\u00ed prodejn\u00edho cyklu jako stanoven\u00e9 s\u00e9rie krok\u016f v\u0161ak pom\u00e1h\u00e1 kvantifikovat proces<\/strong> pro \u00fa\u010dely \u0161kolen\u00ed a studia. Framework See-Think-Do-Care (STDC) je skv\u011bl\u00fdm n\u00e1strojem, kter\u00fd v\u00e1m pom\u016f\u017ee usnadnit uva\u017eov\u00e1n\u00ed nad marketingovou strategi\u00ed. Pou\u017e\u00edvejte ho! \ud83d\ude42<\/p>\n\n\n\n

<\/p>\n\n\n\n

Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na sv\u016fj LinkedIn<\/a> profil a na TikTok<\/a>. Na pracovn\u00edm Instagramu<\/a> najdete dal\u0161\u00ed tipy pro va\u0161i reklamu a na osobn\u00edm 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

M\u011bjte se STDCov\u011b!<\/p>\n\n\n\n

Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na str\u00e1nce O mn\u011b<\/a>, m\u00e9 hodnoty naleznete na stejn\u00e9 str\u00e1nce a m\u00e9 slu\u017eby najdete na str\u00e1nce specializace zde<\/a>. Pokud byste si cht\u011bli ov\u011b\u0159it kvalitu m\u00e9 pr\u00e1ce, mrkn\u011bte tady<\/a>.<\/p>\n\n\n\n

Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n

<\/p>\n\n\n\n

Zdroje<\/h2>\n\n\n\n

https:\/\/managementmania.com\/cs\/obchodni-cyklus-sales-cycle<\/a><\/p>\n\n\n\n

https:\/\/www.netinbag.com\/cs\/business\/what-is-a-sales-cycle.html<\/a><\/p>\n\n\n\n

https:\/\/www.zaklik.cz\/slovnik-pojmu\/stdc\/<\/a><\/p>\n\n\n\n

https:\/\/www.zaklik.cz\/klicova-slova\/nakupni-cyklus\/<\/a><\/p>\n\n\n\n

https:\/\/www.seoprakticky.cz\/slovnik-pojmu\/see-think-do-care\/<\/a><\/p>\n\n\n\n

https:\/\/www.mytimi.cz\/model-see-think-do-care\/<\/a><\/p>\n\n\n\n

https:\/\/www.strafelda.cz\/stdc-framework<\/a><\/p>\n\n\n\n

https:\/\/support.google.com\/google-ads\/answer\/2567043?hl=cs<\/a><\/p>\n\n\n\n

https:\/\/blog.webmium.cz\/posts\/zaujmete-zakazniky-v-kazde-fazi-nakupniho-procesu-see-think-do-care<\/a><\/p>\n\n\n\n

https:\/\/blog.shoptet.cz\/see-think-do-care-model\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Prodejn\u00ed cyklus je v\u00fdvoj vztahu mezi z\u00e1kazn\u00edkem a prodejcem, kter\u00fd vrchol\u00ed dokon\u010denou obchodn\u00ed transakc\u00ed. Cyklus m\u016f\u017ee b\u00fdt dlouh\u00fd hodiny, ale t\u0159eba tak\u00e9 m\u011bs\u00edce nebo roky. Obchodn\u00ed teoretici analyzovali prodejn\u00ed interakce a popsali jejich b\u011b\u017en\u00e9 sou\u010d\u00e1sti, aby mohli l\u00e9pe p\u0159edv\u00eddat a kontrolovat \u00fasp\u011b\u0161n\u00e9 v\u00fdsledky. See-Think-Do-Care (STDC) framework je to o\u010d tu b\u011b\u017e\u00ed. Navzdory n\u011bkter\u00fdm p\u0159edstav\u00e1m, marketing […]<\/p>\n","protected":false},"author":2,"featured_media":7710,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"STDC","footnotes":""},"categories":[9],"tags":[37,7,97,96],"class_list":["post-7706","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-reklama","tag-see-think-do-care","tag-stdc"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/7706","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=7706"}],"version-history":[{"count":5,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/7706\/revisions"}],"predecessor-version":[{"id":8701,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/7706\/revisions\/8701"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/7710"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=7706"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=7706"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=7706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}