08/03/2017

Nova pravila digitalnog planiranja

Domagoj Davidović je suosnivač i partner u nezavisnoj kreativnoj agenciji Švicarska. Ima dugogodišnje iskustvo u izradi marketinških strategija, a primarno područje djelovanja mu je digitalni marketing.
Domagoj Davidović

Uoči konferencije Digital Takeover u organizaciji 24sata, zamolili smo ga da nam u nekoliko koraka objasni pravila digitalnog planiranja u novoj eri digitalne transformacije. Neki od važnijih ciljevi digitalne transformacije danas sigurno su povećana produktivnost, veća brzina izvršenja poslova i automatizacija operativnih i repetitivnih zadataka – sve s ciljem veće učinkovitosti i boljih rezultata i u konačnici – uspješnosti. Kako planirati kada je svaki dio digitalnog procesa sam za sebe učinkovit i ponekad samodostatan? U okruženju kada svaki element digitalne komunikacije jamči učinkovitost i uspjeh, ono s čim treba početi planirati jest – neuspjeh!

Neuspjeh kao sastavni dio procesa                        

Neuspjeh je sastavni dio svakog digitalnog procesa. Da ne zvuči tako grubo, često ga zovemo testiranje. No kako god ga zvali, istina je da je proces pokušaja i pogrešaka neizbježan u digitalnom planiranju. Razlika je u tome što govorimo o malim, taktičkim i operativnim neuspjesima koji se dešavaju vrlo brzo. Zahvaljujući tehnologiji, možemo vrlo brzo testirati velik broj opcija, smjerova i niza varijabli. Što ih više testiramo, veći dio njih će ispasti neuspješan. Neuspjeh u ovom kontekstu nije ništa strašno, strano niti negativno niti treba biti takvo. Pristup dobrom digitalnom planiranju znači eliminirati neuspjehe i iz njih učiti te ih koristit za pronalaženje najučinkovitije kombinacije za komunikaciju i poslovanje. A na temi komunikacije i poslovanja, zahvaljujući digitalizaciji, poslovni i komunikacijski ciljevi nikad nisu bili povezaniji… ili bi barem trebali biti.

Usklađeni ciljevi

Digitalna transformacija učinila je mnogo za poslovanje – startupe, nove poslovne modele, nove organizacijske i prodajne modele. Istovremeno je transformirana i domena komunikacije i to kroz medij u kojem je moguće pratiti i mjeriti apsolutno sve digitalne kanale i njihovu učinkovitost. I upravo u ovim novim brojnim, katkad i bezbrojnim, mogućnostima lako je izgubiti fokus što je važno. Mogućnost mjerenja svega ne znači da sve i treba mjeriti. Treba mjeriti ono što je važno i relevantno za konkretno poslovanje. Nove digitalne metrike sve su usmjerenije na tzv. offline conversions tj. prate tijek online komunikacije i u realnom okruženju. Ne samo da se mjeri uspjeh komunikacijskih aktivnosti nego i njihov utjecaj na poslovne rezultate u realnom okruženju.

Kroz big data alate, moguće je doći do mnogo vrijednih podataka. Ali ako ne znamo koji su podaci važni i relevantni za poslovanje, to što ih je više neće pomoći – štoviše, samo će unijeti dodatnu pomutnju.

Data informed pristup

Data driven pristup je onaj u kojem se u potpunosti oslanjamo na podatke koje dobivamo digitalnim alatima i kanalima. I ima smisla automatizirati odlučivanje na temelju čvrstih podataka. No koliko god pričamo o digitalnoj komunikaciji i poslovanju, pričamo o komunikaciji i poslovanju s ljudima. Zato i odluke o tome trebaju donositi ljudi, a ne samo anonimni podaci. Uspješno planiranje se ponekad ne oslanja isključivo na čvrste podatke već i na osjećaj i intuiciju. U konačnici, to i jest ona nedostižna dimenzija kreativnosti u komunikaciji koju je teško opisati i zato je uvijek treba planirat s određenom dozom nesigurnosti i nepredvidivosti.

Fokusiranje i selektivnost

Osim samih metrika i parametara uspješnosti koji se prate, novo digitalno planiranje je sve selektivnije. Iako je digitalni teren vrlo širok i velik, on je zapravo prevelik da se pokrije u potpunosti. Zato se veći fokus stavlja na selektirane kanale i aktivnosti koji imaju (najviše) učinka i u konačnici – na one o kojima se ima resursa kvalitetno posvetiti i voditi ih. Raspršenost po nizu kanala, svugdje pomalo, neće imati efekt niti je produktivno.

 

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