17/03/2017

Googleov stručnjak: Korisnike ne smijemo opteretiti oglasima

Personalizacija poruka započinje s poznavanjem vlastite publike. Korisnike treba promatrati u nekoliko slojeva, a te slojeve možemo identificirati pomoću tehologije, kaže Huba.
Damian Huba

Sve počinje dobrom idejom. Ipak, treba znati prepoznati pravi trenutak u kojem poslati pravu poruku, namijenjenu pravim korisnicima, rekao je na početku svog predavanja na Digital Takeoveru Googleov stručnjak Damian Huba. 
Tvrdio je kako većina današnjih kompanija i brendova ne poznaje svoju publiku. Stoga bi najvažnije pravilo digitalnog marketinga bilo poznavati svoje korisnike i potrošače. Iako je to još uvijek jedna od glavnih stvari u biznisu, kompanije upravo to često zanemaruju.

– Personalizacija poruka započinje s poznavanjem vlastite publike. Korisnike treba promatrati u nekoliko slojeva, a te slojeve možemo identificirati pomoću tehologije. U obzir se trebaju uključiti parametri poput interesa, konteksta, sličnih korisnika i ostali. Pronalazak pravog korisnika ključan je za uspješno slanje poruke – istaknuo je Huba i dodao da ako u procjeni korisnika kompanije u obzir uzmu samo demografska obilježja, odnosno spol i rod korisnika, neminovno je da će izgubiti velik broj klijenata.

U odašiljanju poruke korisniku, bitan je odabir pravog vremena. Ljudi naime imaju različite navike, a one se u oglašavanju ponekad moraju suzbiti.

– Korisnike se nipošto ne smije opteretiti oglasima jer to ima negativan učinak. Također, bitno je ulagati u kreativnost poruka – rekao je Huba. Upravo se kreativnost ostvaruje detaljnim uvidom u statistiku, na temelju koje se onda donose odluke o stvaranju određenih poruka. Oglašivač  mora poznavati pravu skupinu korisnika kojima želi prenijeti poruku, zatim odrediti pravo vrijeme slanja i najvažnije od svega, mora odrediti koja je i kakva je namijenjena poruka.

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