{"id":81118,"date":"2024-07-29T08:00:52","date_gmt":"2024-07-29T07:00:52","guid":{"rendered":"https:\/\/www.freshpies.co.uk\/?p=81118"},"modified":"2024-07-29T12:41:34","modified_gmt":"2024-07-29T11:41:34","slug":"przewodnik-po-marketingu-wielokanalowym","status":"publish","type":"post","link":"https:\/\/www.freshpies.co.uk\/pl\/the-guide-to-omnichannel-marketing\/","title":{"rendered":"Przewodnik po marketingu wielokana\u0142owym"},"content":{"rendered":"<h1 data-pm-slice=\"1 1 []\">Kompletny przewodnik po marketingu wielokana\u0142owym: Strategie i przyk\u0142ady<\/h1>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-left counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Zawarto\u015b\u0107<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.freshpies.co.uk\/pl\/the-guide-to-omnichannel-marketing\/#What_is_Omnichannel_Marketing\" >Czym jest marketing wielokana\u0142owy?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.freshpies.co.uk\/pl\/the-guide-to-omnichannel-marketing\/#Benefits_of_Omnichannel_Marketing\" >Korzy\u015bci z marketingu wielokana\u0142owego<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.freshpies.co.uk\/pl\/the-guide-to-omnichannel-marketing\/#Omnichannel_Marketing_Strategies\" >Strategie marketingu wielokana\u0142owego<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.freshpies.co.uk\/pl\/the-guide-to-omnichannel-marketing\/#If_This_Then_That\" >Je\u015bli to, to tamto<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_Omnichannel_Marketing\"><\/span>Czym jest marketing wielokana\u0142owy?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>Definicja i znaczenie marketingu wielokana\u0142owego<\/h3>\n<p>By\u0107 mo\u017ce s\u0142ysza\u0142e\u015b, jak marketing wielokana\u0142owy jest opisywany jako marketing wielopunktowy, marketing wielop\u0142aszczyznowy lub marketing holistyczny. M\u00f3wi\u0105c pro\u015bciej, jest to marketingowy odpowiednik nie wk\u0142adania wszystkich jajek do jednego koszyka.<\/p>\n<p>Jest to opis tego, w jaki spos\u00f3b r\u00f3\u017cne kana\u0142y wsp\u00f3\u0142dzia\u0142aj\u0105 ze sob\u0105, aby stworzy\u0107 sp\u00f3jne do\u015bwiadczenie marki dla odbiorc\u00f3w. Obejmuje zar\u00f3wno fizyczne, jak i cyfrowe kana\u0142y marketingowe i cz\u0119sto zach\u0119ca klient\u00f3w do korzystania z kilku z nich.<\/p>\n<p>Przyk\u0142adem tego mo\u017ce by\u0107 znak zakupowy w sklepie zach\u0119caj\u0105cy klient\u00f3w do zeskanowania kodu QR, aby przenie\u015b\u0107 ich na okre\u015blon\u0105 stron\u0119 docelow\u0105 dla bie\u017c\u0105cej promocji. Piksel medi\u00f3w spo\u0142eczno\u015bciowych na Twojej stronie internetowej umo\u017cliwi\u0142by nast\u0119pnie marketing dla tego u\u017cytkownika na platformie takiej jak Instagram lub TikTok.<\/p>\n<h3>R\u00f3\u017cnica mi\u0119dzy marketingiem wielokana\u0142owym a wielokana\u0142owym<\/h3>\n<p>Marketing wielokana\u0142owy koncentruje si\u0119 na <em>specyficzny<\/em> kana\u0142 i transakcj\u0119, podczas gdy marketing wielokana\u0142owy uwzgl\u0119dnia podr\u00f3\u017c klienta w r\u00f3\u017cnych kana\u0142ach i transakcjach. <em>Wiele punkt\u00f3w styku<\/em>. Co wi\u0119cej, analizuje, jak stworzy\u0107 najlepsze do\u015bwiadczenia, gdy klienci przemieszczaj\u0105 si\u0119 mi\u0119dzy kana\u0142ami.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Benefits_of_Omnichannel_Marketing\"><\/span>Korzy\u015bci z marketingu wielokana\u0142owego<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>Ulepszona podr\u00f3\u017c i do\u015bwiadczenie klienta<\/h3>\n<p>Strategia marketingu wielokana\u0142owego, kt\u00f3ra jest dobrze realizowana, ocenia skuteczno\u015b\u0107 punkt\u00f3w styku podczas ca\u0142ej podr\u00f3\u017cy klienta, umo\u017cliwiaj\u0105c konsumentom anga\u017cowanie si\u0119 w marki na ich w\u0142asnych warunkach. Daje to sp\u00f3jne do\u015bwiadczenie, kt\u00f3re prowadzi do lepszego postrzegania marki przez klient\u00f3w.<\/p>\n<h3>Zwi\u0119kszona lojalno\u015b\u0107 i utrzymanie klient\u00f3w<\/h3>\n<p>Nawi\u0105zuj\u0105c do poprzedniego punktu, lepsze postrzeganie marki przez klient\u00f3w przyczynia si\u0119 do rozwoju silnych relacji z nimi. Silne relacje prowadz\u0105 do zwi\u0119kszonej lojalno\u015bci i retencji. Cz\u0119sto s\u0142yszymy zdanie \"najlepszy klient to ten, kt\u00f3rego ju\u017c masz\" - i to prawda!<\/p>\n<h3>Zwi\u0119kszona wydajno\u015b\u0107 marketingowa i zwrot z inwestycji<\/h3>\n<p>Wdra\u017caj\u0105c wielokana\u0142owe podej\u015bcie marketingowe, zyskujesz widoczno\u015b\u0107 (i zrozumienie) roli, jak\u0105 ka\u017cdy punkt styku odgrywa w podr\u00f3\u017cy klienta. R\u00f3\u017cne modele atrybucji, takie jak niestandardowe, w kszta\u0142cie litery W, w kszta\u0142cie litery U, zanikaj\u0105ce w czasie, liniowe i modele pe\u0142nej \u015bcie\u017cki, mog\u0105 zapewni\u0107 wgl\u0105d w rol\u0119 ka\u017cdego punktu styku w podr\u00f3\u017cy klienta. Taka widoczno\u015b\u0107 mo\u017ce dostarczy\u0107 naprawd\u0119 fascynuj\u0105cych danych. Dane, kt\u00f3re mo\u017cna wykorzysta\u0107 do podejmowania decyzji w prawdziwie zorientowanym na konsumenta podej\u015bciu. Ca\u0142y czas maj\u0105c na uwadze kompleksow\u0105 podr\u00f3\u017c klienta.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Omnichannel_Marketing_Strategies\"><\/span>Strategie marketingu wielokana\u0142owego<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Kiedy przyjmiesz wielokana\u0142owe podej\u015bcie do swojej strategii marketingowej, do\u015b\u0107 szybko stanie si\u0119 jasne, jak wszystko jest ze sob\u0105 powi\u0105zane. Pomy\u015bl o tym w ten spos\u00f3b: Google Ads (lub wybrana platforma medi\u00f3w spo\u0142eczno\u015bciowych) nie s\u0105 wszystkim i wszystkim.<\/p>\n<p>Sp\u00f3jne komunikaty w kampaniach marketingowych maj\u0105 kluczowe znaczenie w strategii omnichannel, aby zapewni\u0107 p\u0142ynn\u0105 obs\u0142ug\u0119 klienta.<\/p>\n<h3>Tworzenie jednolitego do\u015bwiadczenia klienta we wszystkich kana\u0142ach marketingowych<\/h3>\n<p>Zapewnienie p\u0142ynnego do\u015bwiadczenia wymaga r\u00f3wnie\u017c zrozumienia zachowa\u0144 klient\u00f3w.<\/p>\n<ul>\n<li>Sp\u00f3jny przekaz i s\u0142owa kluczowe we wszystkich tre\u015bciach oznaczaj\u0105, \u017ce mo\u017cna Ci\u0119 znale\u017a\u0107 niezale\u017cnie od tego, gdzie jeste\u015b wyszukiwany. Opracowanie to\u017csamo\u015bci marki z jasnymi wytycznymi dotycz\u0105cymi komunikat\u00f3w i kreacji pomaga zwi\u0119kszy\u0107 \u015bwiadomo\u015b\u0107 i rozpoznawalno\u015b\u0107 marki.<\/li>\n<li>Marketing wielokana\u0142owy wymaga atrybucji wielodotykowej. Tak, mo\u017ce to wymaga\u0107 du\u017cych zasob\u00f3w, ale te dane to czyste z\u0142oto. Zesp\u00f3\u0142 marketingowy mo\u017ce wykorzysta\u0107 dane z atrybucji wielodotykowej do optymalizacji wydatk\u00f3w na kampani\u0119 i przekazu.<\/li>\n<\/ul>\n<p>Tworzenie map podr\u00f3\u017cy klienta dla ka\u017cdego segmentu odbiorc\u00f3w pomaga markom tworzy\u0107 ukierunkowane kampanie. Dwie powszechnie akceptowane m\u0105dro\u015bci ze \u015bwiata marketingu m\u00f3wi\u0105, \u017ce r\u00f3\u017cne grupy demograficzne wchodz\u0105 w interakcje z tre\u015bciami w r\u00f3\u017cny spos\u00f3b i w r\u00f3\u017cnych przestrzeniach ORAZ \"spotykaj\u0105 si\u0119 z klientami tam, gdzie s\u0105\". Nale\u017cy o tym pami\u0119ta\u0107 podczas opracowywania plan\u00f3w segmentacji i personalizacji.<\/p>\n<p>Firmy r\u00f3\u017cnej wielko\u015bci b\u0119d\u0105 mia\u0142y r\u00f3\u017cne mo\u017cliwo\u015bci analizy danych, kt\u00f3re umo\u017cliwiaj\u0105 takie podej\u015bcie. Czy jeste\u015b firm\u0105 B2B <em>i<\/em> Firma B2C? Po\u015bwi\u0119\u0107 troch\u0119 czasu na zbadanie, czy klienci handlowi maj\u0105 tendencj\u0119 do znajdowania Ci\u0119 jedn\u0105 drog\u0105, a klienci krajowi inn\u0105. Idealnie by\u0142oby mie\u0107 strategi\u0119 marketingow\u0105 dla ka\u017cdej grupy odbiorc\u00f3w.<\/p>\n<p>Je\u015bli nie, dowiedz si\u0119, gdzie te grupy odbiorc\u00f3w si\u0119 przecinaj\u0105. To naprawd\u0119 mo\u017ce by\u0107 tak proste. (Podpowied\u017a: prawdopodobnie chodzi o Google Moja Firma i recenzje Google, na kt\u00f3re warto zwr\u00f3ci\u0107 uwag\u0119!).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"If_This_Then_That\"><\/span>Je\u015bli to, to tamto<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Jak rozpocz\u0105\u0107 wdra\u017canie wielokana\u0142owego podej\u015bcia marketingowego? Przyjrzyj si\u0119 kana\u0142owi s\u0105siaduj\u0105cemu z tym, na kt\u00f3rym obecnie si\u0119 koncentrujesz.<\/p>\n<p>Zrozumienie grupy docelowej ma kluczowe znaczenie dla wdro\u017cenia skutecznego wielokana\u0142owego podej\u015bcia marketingowego. Gromadz\u0105c dane na temat ich preferencji i zachowa\u0144, mo\u017cna dostosowa\u0107 swoje strategie, aby lepiej komunikowa\u0107 si\u0119 z konkretnymi grupami demograficznymi klient\u00f3w.<\/p>\n<h4>Je\u015bli zajmujesz si\u0119 tylko SEO<\/h4>\n<p>Posiadanie silnego SEO jest fantastyczn\u0105 podstaw\u0105 do rozpocz\u0119cia korzystania z Google Ads, poniewa\u017c wyniki trafno\u015bci b\u0119d\u0105 silne. (Om\u00f3wili\u015bmy znaczenie tej kwestii <a href=\"https:\/\/www.freshpies.co.uk\/pl\/zrozumienie-wynikow-trafnosci-google\/\" rel=\"noopener noreferrer\">wynik tutaj<\/a>.)<\/p>\n<p>Je\u015bli nie masz bud\u017cetu na reklamy, sp\u00f3jrz na rozsiewanie s\u0142\u00f3w kluczowych na platformach spo\u0142eczno\u015bciowych skoncentrowanych na tek\u015bcie, takich jak Threads i X. Je\u015bli regularnie przesy\u0142asz \u015bwie\u017ce tre\u015bci (a nie tylko ulepszasz istniej\u0105ce strony), oczywistym krokiem jest przes\u0142anie ich do listy e-mailowej.<\/p>\n<p>Nie masz listy e-mailowej? Umie\u015b\u0107 pole zapisu do newslettera w nag\u0142\u00f3wku swojej strony internetowej, natychmiast!<\/p>\n<h4>Je\u015bli korzystasz tylko z p\u0142atnych reklam\/ppc<\/h4>\n<p>Prowadzenie PPC daje istotny wgl\u0105d w s\u0142owa kluczowe, kt\u00f3re s\u0105 najskuteczniejsze dla Twojej marki. Optymalizacja SEO i regularne przesy\u0142anie tre\u015bci wok\u00f3\u0142 tych s\u0142\u00f3w kluczowych zwi\u0119kszy skuteczno\u015b\u0107 reklam.<\/p>\n<p>Kolejnym krokiem jest dodanie tych s\u0142\u00f3w kluczowych do tre\u015bci w serwisach spo\u0142eczno\u015bciowych. A je\u015bli ju\u017c to robisz, zwr\u00f3cenie si\u0119 do tw\u00f3rc\u00f3w tre\u015bci w celu nawi\u0105zania wsp\u00f3\u0142pracy - upewniaj\u0105c si\u0119, \u017ce u\u017cywaj\u0105 Twoich s\u0142\u00f3w kluczowych - b\u0119dzie \u015bwietnym kolejnym krokiem. Pozyskanie innych os\u00f3b u\u017cywaj\u0105cych s\u0142\u00f3w kluczowych i j\u0119zyka marki to prawdziwy zamach stanu w wielokana\u0142owej strategii marketingowej.<\/p>\n<h4>Je\u015bli prowadzisz tylko serwisy spo\u0142eczno\u015bciowe<\/h4>\n<p>Je\u015bli prowadzisz dzia\u0142alno\u015b\u0107 wy\u0142\u0105cznie w mediach spo\u0142eczno\u015bciowych, mo\u017cesz mie\u0107 na to wi\u0119cej czasu ni\u017c pieni\u0119dzy, wi\u0119c sugerujemy sprawdzenie, w jaki spos\u00f3b mo\u017cesz zwi\u0119kszy\u0107 zasi\u0119g swoich tre\u015bci spo\u0142eczno\u015bciowych. R\u00f3\u017cne modele atrybucji mog\u0105 zapewni\u0107 wgl\u0105d w skuteczno\u015b\u0107 kampanii w mediach spo\u0142eczno\u015bciowych. Za\u0142o\u017cenie kana\u0142u YouTube jest oczywiste dla marek z szerok\u0105 gam\u0105 film\u00f3w, zw\u0142aszcza je\u015bli istnieje mo\u017cliwo\u015b\u0107 tworzenia tre\u015bci edukacyjnych.<\/p>\n<p>Umieszczanie tre\u015bci na stronie internetowej w jakiej\u015b formie, przy jednoczesnym skupieniu si\u0119 na SEO, jest naturalnym dzia\u0142aniem, podobnie jak wysy\u0142anie tre\u015bci poczt\u0105 elektroniczn\u0105 do listy mailingowej.<\/p>","protected":false},"excerpt":{"rendered":"<p>By\u0107 mo\u017ce s\u0142ysza\u0142e\u015b, jak marketing wielokana\u0142owy jest opisywany jako marketing wielopunktowy, marketing wielop\u0142aszczyznowy lub marketing holistyczny. M\u00f3wi\u0105c pro\u015bciej, jest to marketingowy odpowiednik nie wk\u0142adania wszystkich jajek do jednego koszyka.<\/p>","protected":false},"author":9,"featured_media":80261,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[78,79,775],"tags":[],"class_list":["post-81118","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-web","category-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Guide to Omnichannel Marketing - Fresh Pies<\/title>\n<meta name=\"description\" content=\"Omnichannel marketing considers the customer journey across multiple touchpoints. It centres their experience in your brand messaging.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.freshpies.co.uk\/pl\/przewodnik-po-marketingu-wielokanalowym\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Guide to Omnichannel Marketing\" \/>\n<meta property=\"og:description\" content=\"Omnichannel marketing considers the customer journey across multiple touchpoints. 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