{"id":83767,"date":"2025-06-25T16:08:28","date_gmt":"2025-06-25T15:08:28","guid":{"rendered":"https:\/\/www.freshpies.co.uk\/?p=83767"},"modified":"2025-06-25T16:08:28","modified_gmt":"2025-06-25T15:08:28","slug":"podsumowanie-marketingu-cyfrowego-za-2-kwartal","status":"publish","type":"post","link":"https:\/\/www.freshpies.co.uk\/pl\/q2-update-digital-marketing-roundup\/","title":{"rendered":"Aktualizacja Q2 - podsumowanie marketingu cyfrowego"},"content":{"rendered":"<h3><b>Jeste\u015bmy na p\u00f3\u0142metku roku. B\u0119d\u0119 trzyma\u0142 Ci\u0119 za r\u0119k\u0119, gdy zapytam o to.... Koledzy marketerzy cyfrowi, wszystko w porz\u0105dku?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Nawi\u0105zuj\u0105c do naszego <a href=\"https:\/\/www.freshpies.co.uk\/pl\/podsumowanie-marketingu-cyfrowego-za-1-kwartal\/\">Aktualizacja Q1<\/a> W ostatnim kwartale, dla wszystkich innych, kt\u00f3rzy nie s\u0105 chronicznie online, oto kr\u00f3tka lista rzeczy, kt\u00f3re nie dawa\u0142y mi spa\u0107 w nocy w tym Q2. Bran\u017ca SEO wyrywa sobie w\u0142osy z g\u0142owy z powodu nieprzejrzystej atrybucji AIO i spadaj\u0105cego ruchu, a zasada dotycz\u0105ca marketingu mniej zdrowej \u017cywno\u015bci w Wielkiej Brytanii zosta\u0142a przeniesiona do <\/span><a href=\"https:\/\/questions-statements.parliament.uk\/written-statements\/detail\/2025-05-22\/hcws652\"><span style=\"font-weight: 400;\">w przysz\u0142ym roku<\/span><\/a><span style=\"font-weight: 400;\">. Instagram ma zamiar otworzy\u0107 swoj\u0105 zawarto\u015b\u0107 dla robot\u00f3w wyszukiwarek, wi\u0119c u\u017cytkownicy, kt\u00f3rzy wyrazili zgod\u0119, mog\u0105 zobaczy\u0107 swoje zdj\u0119cia i historie pojawiaj\u0105ce si\u0119 w trybie AI i ChatGPT. Yikes. WhatsApp og\u0142osi\u0142 nadej\u015bcie reklam, TikTok nadal nie znikn\u0105\u0142 (i tak wszyscy stracili zainteresowanie t\u0105 histori\u0105), a przedstawiciel Google okre\u015bli\u0142 internet jako <\/span><a href=\"https:\/\/www.searchenginejournal.com\/google-ceo-sundar-pichai-discusses-fate-of-the-human-created-web\/548936\/\"><span style=\"font-weight: 400;\">sie\u0107 stworzona przez cz\u0142owieka<\/span><\/a><span style=\"font-weight: 400;\">... nie jest to wcale niepokoj\u0105ce, ani spojrzenie na dystopijny koszmar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Odpowiednio, du\u017ce aktualizacje w tym kwartale koncentruj\u0105 si\u0119 wok\u00f3\u0142 sztucznej inteligencji.<\/span><\/p>\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\/q2-update-digital-marketing-roundup\/#SEO_is_now_AEO_AIO_SXO_GEO%E2%80%A6\" >SEO to teraz AEO, AIO, SXO, GEO...<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.freshpies.co.uk\/pl\/q2-update-digital-marketing-roundup\/#AI_Asset_Generation_for_Google_Meta_TikTok_Ads\" >Generowanie zasob\u00f3w AI dla reklam Google, Meta i TikTok<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.freshpies.co.uk\/pl\/q2-update-digital-marketing-roundup\/#Instagram_Is_Fighting_To_Stay_In_The_Game\" >Instagram walczy o pozostanie w grze<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"SEO_is_now_AEO_AIO_SXO_GEO%E2%80%A6\"><\/span><b>SEO to teraz AEO, AIO, SXO, GEO...<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Poniewa\u017c LLM, takie jak ChatGPT, osi\u0105gaj\u0105 1 miliard dziennie <\/span><a href=\"https:\/\/www.visualcapitalist.com\/chatgpt-lags-far-behind-google-in-daily-search-volume\/\"><span style=\"font-weight: 400;\">wyszukiwania<\/span><\/a><span style=\"font-weight: 400;\">a przegl\u0105dy AI w wybranej wyszukiwarce z pewno\u015bci\u0105 znajd\u0105 si\u0119 na pierwszym miejscu, praca nad tym, aby Twoje tre\u015bci znalaz\u0142y si\u0119 we w\u0142a\u015bciwych oczach, sta\u0142a si\u0119 wyk\u0142adniczo trudniejsza i pe\u0142na nowych akronim\u00f3w.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pami\u0119tasz czasy, kiedy seo polega\u0142o tylko na on, off i technical? Te kolumny zosta\u0142y teraz przerysowane na Answer Engine Optimization, AI Optimization, Search Experience Optimisation i Gen Ai Engine Optimisation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Co to oznacza dla os\u00f3b, kt\u00f3re nie zajmuj\u0105 si\u0119 SEO, ale wiedz\u0105, \u017ce jest to wa\u017cne? Sprawy s\u0105 skomplikowane, a ruch spada, podczas gdy liczba wy\u015bwietle\u0144 wydaje si\u0119 rosn\u0105\u0107. Wyszukiwarki dodaj\u0105 funkcj\u0119 sztucznej inteligencji do interpretacji wynik\u00f3w i przesuwaj\u0105 indeksowanie tych wynik\u00f3w w d\u00f3\u0142 strony. Prowadzi to do mniejszego ruchu, cho\u0107 mo\u017cna mie\u0107 nadziej\u0119, \u017ce ruch ten b\u0119dzie wy\u017cszej jako\u015bci. To si\u0119 dopiero oka\u017ce.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Je\u015bli chodzi o dane o ruchu z <\/span><a href=\"https:\/\/www.linkedin.com\/pulse\/how-google-ai-mode-keeps-users-lily-ray-lp7ye\/?trackingId=BlgxzIHnQeGgMStTkPlEOw%3D%3D\"><span style=\"font-weight: 400;\">Tryb AI<\/span><\/a><span style=\"font-weight: 400;\"> wprowadzony przez Google w <\/span><a href=\"http:\/\/searchengineland.com\/google-ai-mode-finally-rolling-out-to-all-users-in-the-u-s-456982\"><span style=\"font-weight: 400;\">Ameryka<\/span><\/a><span style=\"font-weight: 400;\">czy przegl\u0105d AI? <\/span><a href=\"https:\/\/searchengineland.com\/google-ai-mode-traffic-data-search-console-457076\"><span style=\"font-weight: 400;\">Murky<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"AI_Asset_Generation_for_Google_Meta_TikTok_Ads\"><\/span><b>Generowanie zasob\u00f3w AI dla reklam Google, Meta i TikTok<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">W tym kwartale pojawia si\u0119 mieszane b\u0142ogos\u0142awie\u0144stwo, poniewa\u017c du\u017ce platformy wprowadzaj\u0105 obs\u0142ug\u0119 Gen AI do tworzenia zasob\u00f3w w swoich reklamach. Funkcje b\u0119d\u0105 si\u0119 r\u00f3\u017cni\u0107 w zale\u017cno\u015bci od platformy, od niekt\u00f3rych, kt\u00f3re zmieni\u0105 obrazy w filmy, po pe\u0142ne generowanie modelu nosz\u0105cego Tw\u00f3j przedmiot z podstawowego zdj\u0119cia stockowego.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To \u015bwietna wiadomo\u015b\u0107 dla marketer\u00f3w, kt\u00f3rzy maj\u0105 skromne zasoby i ma\u0142ych i \u015brednich przedsi\u0119biorstw, ale nie jest jasne, co to oznacza dla do\u015bwiadcze\u0144 u\u017cytkownik\u00f3w i reakcji na reklamy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Miejmy nadziej\u0119, \u017ce do tego czasu w przysz\u0142ym kwartale b\u0119dziemy mieli wi\u0119cej danych na ten temat. A w mi\u0119dzyczasie, je\u015bli twoje kana\u0142y zaczn\u0105 wydawa\u0107 si\u0119 takie same, b\u0119dziesz mie\u0107 pomys\u0142, jak <\/span><a href=\"https:\/\/www.nature.com\/articles\/s41562-025-02173-x?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=newsletter_axiosam&amp;stream=top\"><span style=\"font-weight: 400;\">dlaczego<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b><img decoding=\"async\" class=\"size-full wp-image-83771 aligncenter\" src=\"https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG.png\" alt=\"\" width=\"878\" height=\"572\" srcset=\"https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG.png 878w, https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG-300x195.png 300w, https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG-768x500.png 768w, https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG-18x12.png 18w, https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG-350x228.png 350w\" sizes=\"(max-width: 878px) 100vw, 878px\" \/><\/b><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Instagram_Is_Fighting_To_Stay_In_The_Game\"><\/span><b>Instagram walczy o pozostanie w grze<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ostatnio na Instagramie pojawi\u0142o si\u0119 mn\u00f3stwo nowych funkcji, zbyt wiele, by wymieni\u0107 je w aktualizacji Q2! Zmiana uk\u0142adu siatki i linkowanie do Spotify jest w porz\u0105dku. Ale prawdziwe aktualizacje s\u0105 bardziej interesuj\u0105ce. Mo\u017cesz teraz publikowa\u0107 po cichu bez powiadamiania obserwuj\u0105cych, co nazywam trybem ukrycia. Dost\u0119p do zestawie\u0144 danych jest coraz \u0142atwiejszy. Warto te\u017c obserwowa\u0107 wprowadzenie wersji pr\u00f3bnej Reels. Nie by\u0142em przekonany do tre\u015bci chronionych has\u0142em, ale wszystko, co otwiera testy A\/B, dostaje ode mnie kciuki w g\u00f3r\u0119.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Czekamy tylko na odpowiednie wydanie wi\u0119kszo\u015bci z nich w Wielkiej Brytanii.<\/span><\/p>\n<h3><b>Final Slice<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Tak wygl\u0105da Q2. Zagmatwany, nieco chaotyczny, momentami obiecuj\u0105cy. G\u0142\u00f3wny temat? Sztuczna inteligencja wkrada si\u0119 do wszystkiego, niezale\u017cnie od tego, czy jeste\u015bmy na to gotowi, czy nie. SEO prze\u017cywa kryzys to\u017csamo\u015bci, platformy reklamowe naciskaj\u0105 na narz\u0119dzia sztucznej inteligencji bez jasnych odpowiedzi na temat skuteczno\u015bci, a Instagram stara si\u0119 jak najlepiej pozosta\u0107 na czacie grupowym. Zobaczymy, co si\u0119 utrzyma.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">W mi\u0119dzyczasie we\u017a g\u0142\u0119boki oddech, nawadniaj si\u0119 i nie wierz we wszystko, co m\u00f3wi ci raport o ruchu.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Dla wszystkich innych, kt\u00f3rzy nie s\u0105 chronicznie online, oto kr\u00f3tka lista rzeczy, kt\u00f3re nie dawa\u0142y mi spa\u0107 w nocy w tym Q2. Bran\u017ca SEO wyrywa sobie w\u0142osy z g\u0142owy z powodu nieprzejrzystej atrybucji AIO i spadku ruchu, a zasada marketingu mniej zdrowej \u017cywno\u015bci w Wielkiej Brytanii zosta\u0142a przesuni\u0119ta na przysz\u0142y rok. Instagram ma zamiar otworzy\u0107 swoj\u0105 zawarto\u015b\u0107 dla robot\u00f3w indeksuj\u0105cych wyszukiwarki, wi\u0119c u\u017cytkownicy, kt\u00f3rzy wyrazili zgod\u0119, mog\u0105 zobaczy\u0107 swoje zdj\u0119cia i historie w trybie AI i ChatGPT. Yikes. WhatsApp og\u0142osi\u0142 nadej\u015bcie reklam, TikTok nadal nie znikn\u0105\u0142 (i tak wszyscy stracili zainteresowanie t\u0105 histori\u0105), a przedstawiciel Google okre\u015bli\u0142 internet jako sie\u0107 stworzon\u0105 przez cz\u0142owieka... wcale nie niepokoj\u0105ce, ani nie przypominaj\u0105ce dystopijnego koszmaru.<\/p>","protected":false},"author":9,"featured_media":83769,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1174],"tags":[],"class_list":["post-83767","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"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>Q2 Update - Digital Marketing Roundup - Fresh Pies<\/title>\n<meta name=\"description\" content=\"For everyone else not chronically online, here\u2019s a quick Q2 Update - Digital Marketing Roundup of everything that&#039;s happened last quarter.\" \/>\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\/podsumowanie-marketingu-cyfrowego-za-2-kwartal\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Q2 Update - Digital Marketing Roundup\" \/>\n<meta property=\"og:description\" content=\"For everyone else not chronically online, here\u2019s a quick Q2 Update - Digital Marketing Roundup of everything that&#039;s happened last quarter.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.freshpies.co.uk\/pl\/podsumowanie-marketingu-cyfrowego-za-2-kwartal\/\" \/>\n<meta property=\"og:site_name\" content=\"Fresh Pies\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/freshpiesdigital\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-25T15:08:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/q2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"890\" \/>\n\t<meta property=\"og:image:height\" content=\"590\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sonnie Spenser\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@freshpies\" \/>\n<meta name=\"twitter:site\" content=\"@freshpies\" \/>\n<meta name=\"twitter:label1\" content=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sonnie Spenser\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/q2-update-digital-marketing-roundup\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/q2-update-digital-marketing-roundup\\\/\"},\"author\":{\"name\":\"Sonnie Spenser\",\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/#\\\/schema\\\/person\\\/8d381e059c7d72b8d27cd8d9f17d42c6\"},\"headline\":\"Q2 Update &#8211; 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