Typy digitálního marketingu – část 2.
Digitální marketing je nedílnou součástí každého kvalitního marketingového plánu. Má ale hodně typů a každý z nich je v něčem jiný. V tomto článku se koukneme na nejpoužívanější typy digitálního marketingu a na to, proč jsou tak užitečné. První část si můžete přečíst kliknutím zde.
Search Engine Optimization (SEO)
SEO nebo česky optimalizace pro vyhledávače je soubor optimalizačních strategií pro weby a blog, jejichž cílem je zlepšit pozici ve výsledcích vyhledávání. Každou sekundu jsou vyhledávači – především Googlem, nejpopulárnějším vyhledávačem na světě – zpracovávány miliony vyhledávání.
Když potencionální zákazník například hledá, jaké boty do posilovny si koupit, pravděpodobně klikne na jeden z prvních tří výsledků, které se mu zobrazí. Kvůli tomu chtějí marketingové týmy zajistit, aby se jejich článek nebo web objevil v nejlepších výsledcích. Toho se dosáhne optimalizací obsahu pro uživatelský komfort a zajištěním technických prvků, které umožní vyhledávačům tento obsah snadno najít a indexovat.
Na první tři zobrazené odkazy, které se ve vyhledávači Google zobrazí, klikne 31,7 % uživatelů. Pouze 0,78 % uživatelů klikne na odkaz na druhé stránce výsledků.
Počet kliknutí podle pozice ve vyhledávači. Foto: Backlinko
Mobilní marketing
Tento typ digitálního marketingu je zaměřen na oslovení cílové skupiny na jejich chytrém telefonu nebo tabletu. Mobilní marketing oslovuje lidi prostřednictvím textových zpráv, sociálních médií, webových stránek, e-mailů a mobilních aplikací. Marketéři mohou přizpůsobit nabídky nebo speciální obsah geografické poloze nebo času, například když zákazník vejde do obchodu nebo vstoupí na akci.
V mobilním marketingu hodně záleží na typu zařízení, zejména na velikosti obrazovky. Uživatelé chytrých telefonů a tabletů iPad reagují na mobilní marketing odlišně.
66,5% lidí starších 13 let má chytrý telefon. Foto: Unsplash
Uživatelé chytrých telefonů mají například tendenci považovat za nejrelevantnější informativní obsah, zatímco uživatele iPadů zaujme spíše interaktivní reklama, která obsahuje bohaté mediální prezentace s poutavými obrázky. Sdělení obsahu je až na druhém místě.
Radio marketing
Marketing pomocí rádia je propagace vašich služeb nebo výrobků prostřednictvím nákupu reklamní minutáže v rozhlasovém vysílání. V rozhlasovém průmyslu se tyto segmenty často nazývají reklamní spoty. Jinými slovy, obchodníci platí komerčním rozhlasovým stanicím za vysílací čas. Rádio se v dnešní době využívá také v digitální podobě, zaslouží si své místo i ve stratigii digitálního marketingu.
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