\nOpinie de Daniel A. Bujorean, ENSIGHT MANAGEMENT CONSULTING<\/p>\n
\nMarketingul, a\u015fa cum se definea ca \u015ftiin\u0163\u0103 a eficien\u0163ei economice prin cele patru elemente de baz\u0103 \u015fi \u00eensumarea tacticilor clasice, s-a schimbat esen\u0163ial \u00een ultimii ani datorit\u0103 tehnologiilor \u015fi platformelor sociale perturbatoare. Au ap\u0103rut ca efect noi terminologii \u00een marketing care, de\u015fi sunt \u015fi ele \u00eensu\u015fite de disciplin\u0103, sunt denumite \u00een func\u0163ie de tacticile noi ap\u0103rute. Vorbim tot mai mult despre Digital Marketing \u015fi Content Marketing, de concepte noi precum Big Data Marketing, Native advertising, Agile Marketing, Inbound Marketing \u015f.a.m.d.<\/p>\n
\nIntoxica\u0163i \u015fi suprasatura\u0163i cu informa\u0163ie, concepte \u015fi noi solu\u0163ii de marketing de c\u0103tre apologe\u0163ii noilor metode, le refuz\u0103m total sau frustra\u0163i de frica de a deveni irelevan\u0163i, le prelu\u0103m ca atare cu o \u00een\u0163elegere superficial\u0103.<\/p>\n
\nCare este rostul folosirii de noi metode \u015fi tehnici de marketing, cvasi \u00een\u0163elese \u015fi neclar definite, dac\u0103 nu ofer\u0103 garan\u0163ia performan\u0163ei \u015fi cum ne asigur\u0103m c\u0103 alegem cea mai bun\u0103 practic\u0103 de marketing?<\/p>\n
\nIncontestabil func\u0163ia de marketing s-a schimbat at\u00e2t de radical \u00eenc\u00e2t a devenit mai degrab\u0103 un laborator de cercetare \u015fi testare de noi tehnologii \u015fi metode de comunicare. \u015ei totu\u015fi ce nu s-a schimbat \u00een marketing?<\/p>\n
\nUn studiu al Adobe derulat \u00een Statele Unite ale Americii pe un e\u015fantion de 1.000 de profesioni\u015fti \u00een marketing a relevat noi atitudini \u015fi noi \u00een\u0163elegeri cu privire la marketingul digital (Digital Distress: What Keeps Marketers Up at Night?).<\/p>\n
\n\u00centreba\u0163i \u00een leg\u0103tur\u0103 cu competen\u0163ele lor \u00een marketing digital, mai pu\u0163in de jum\u0103tate dintre responden\u0163i (48%), care profeseaz\u0103 \u00een acest domeniu, consider\u0103 c\u0103 au o competen\u0163\u0103 ridicat\u0103 \u015fi majoritatea au recunoscut c\u0103 nu au urmat niciun training formal de marketing digital (82%). Poate cea mai interesant\u0103 \u00eentrebare a studiului a fost: ave\u0163i confirmarea c\u0103 practica de marketing digital pe care o derula\u0163i func\u0163ioneaz\u0103? Doar 9% dintre cei \u00eentreba\u0163i au putut s\u0103 afirme cu t\u0103rie c\u0103 practica lor de marketing digital are cu adev\u0103rat impact \u00een generarea de noi clien\u0163i. De\u015fi ei nu au putut s\u0103 afirme categoric eficien\u0163a activit\u0103\u0163ii de marketing digital, exist\u0103 \u00eens\u0103 o corela\u0163ie mai mult dec\u00e2t pertinent\u0103 care le ofer\u0103 argumente.
\nSe pare c\u0103 cele mai performante companii se v\u0103d \u015fi cele mai active \u015fi competente \u00een marketing digital, \u00een propor\u0163ie
\nde 50%.<\/p>\n
\nCe ne spune acest studiu \u015fi istoria recent\u0103 a marketingului este c\u0103 indiferent de noile tehnologii, sunt anumite adev\u0103ruri neperisabile \u00een marketing. Enum\u0103r doar c\u00e2teva:<\/p>\n
\nCOMUNICAREA TREBUIE S\u0102 FIE RELEVANT\u0102. Trebuie s\u0103 realiz\u0103m uneori c\u0103 poate c\u0103 adev\u0103rata problema nu e lipsa unei pagini de Facebook, ci irelevan\u0163a con\u0163inutului de marketing comunicat c\u0103tre clien\u0163i. O analiz\u0103 a activit\u0103\u0163ilor de marketing coroborat\u0103 cu informa\u0163ii despre num\u0103r de cititori, clickuri pe site, bounce rate \u015fi alte informa\u0163ii cheie similare poate fi mai mult dec\u00e2t edificatoare.<\/p>\n
\nCE ESTE LA MOD\u0102 \u00ceN MARKETING NU E NEAP\u0102RAT \u015eI EFICIENT PENTRU COMPANIA TA! Titlul de mai sus poate fi sintetizat dup\u0103 cum urmeaz\u0103: comunicarea trebuie s\u0103 fie bine \u0163intit\u0103. Bine\u00een\u0163eles c\u0103 este la moda s\u0103 ai prezen\u0163\u0103 pe Instagram, toate vedetele sunt acolo, dar dac\u0103 businessul t\u0103u este despre v\u00e2nzarea de ma\u015fini de num\u0103rat bani, atunci Instagram nu e pentru tine.<\/p>\n
\nTrebuie s\u0103 \u00een\u0163elegem diferen\u0163ele semantice dintre inova\u0163ie \u015fi noutate. Nu tot ce este nou poate fi inovativ \u015fi util pentru compania ta.<\/p>\n
\n\u00ceNTOTDEAUNA E BINE S\u0102-\u0162I CUNO\u015eTI CLIENTUL! Noile tehnologii sunt foarte bune \u015fi chiar dac\u0103 e greu s\u0103 \u0163ii pasul cu ele \u015fi cu noile terminologii, este important s\u0103 le cuno\u015fti deoarece se prea poate ca noua solu\u0163ie s\u0103 rezolve o veche problem\u0103 de comunicare cu clien\u0163ii sau s\u0103 \u00eembun\u0103t\u0103\u0163easc\u0103 un proces.<\/p>\n
\nDac\u0103 \u00ee\u0163i cuno\u015fti bine clien\u0163ii, vei \u015fti c\u00e2nd vei da peste o solu\u0163ie cu adev\u0103rat inovatoare pentru businessul t\u0103u.<\/p>\n
\nMARKETINGUL ESTE O INVESTI\u0162IE \u00ceN VIITORUL ORGANIZA\u0162IEI. Foarte mul\u0163i speciali\u015fti se ap\u0103r\u0103 cu zicala \u201efunc\u0163ia de marketing nu e \u015ftiin\u0163\u0103 exact\u0103\u201c \u015fi \u00eentr-o anumit\u0103 m\u0103sur\u0103 le dau dreptate, marketingul este \u00een mare parte o serie de practici \u015fi metode de comunicare testate, cu rezultate predictibile, \u00eens\u0103 nu e matematic\u0103, 1 + 1 nu fac 2 \u00een marketing deoarece lucr\u0103m cu oameni, nu cu cifre. Dar marketingul \u00eenseamn\u0103 \u015fi investi\u0163ie, m\u0103surare \u015fi venituri estimate. De aceea, dac\u0103 impactul unei activit\u0103\u0163i nu poate fi m\u0103surat \u015fi veniturile nu pot fi estimate, cu siguran\u0163\u0103 nu este o investi\u0163ie de marketing \u00een\u0163eleapt\u0103.<\/p>\n
\nURM\u0102RE\u015eTE ATENT PIA\u0162A. S\u0103 spunem c\u0103 e\u015fti cel mai bun de pe pia\u0163\u0103. Aceast\u0103 aparent\u0103 siguran\u0163\u0103 poate fi foarte \u00een\u015fel\u0103toare dac\u0103 nu e\u015fti atent la competi\u0163ie \u015fi la tendin\u0163e. Lipsa unei viziuni asupra pie\u0163ei \u00een care opereaz\u0103 businessul t\u0103u poate fi dramatic\u0103 pe termen mediu. Dac\u0103 e\u015fti \u00eentr-un business de instruire \u015fi formare profesional\u0103 \u015fi ai cei mai mul\u0163i angaja\u0163i cu norm\u0103 \u00eentreag\u0103, \u00een timp ce competi\u0163ia \u00ee\u015fi reduce costurile de operare apel\u00e2nd tot mai mult la personal angajat pe proiect, te po\u0163i trezi la un moment dat conduc\u00e2nd un business ineficient.<\/p>\n
\nAceste precepte de management al func\u0163iei de marketing se \u00eent\u00e2lnesc al\u0103turi de altele \u00een ceea ce se nume\u015fte generic Managementul Performan\u0163ei de Marketing, un aspect central al func\u0163iei de marketing opera\u0163ional din departamentele de marketing.<\/p>\n
\nManagementul performan\u0163ei func\u0163iei de marketing (MPM), a\u015fa cum este el \u00een\u0163eles la Ensight Management Consulting, este un management sistematic al resurselor de marketing \u015fi a proceselor pentru a ob\u0163ine rezultate m\u0103surabile asupra investi\u0163iei \u015fi eficien\u0163ei. MPM este fundamentat pe un set de standarde de performan\u0163\u0103 m\u0103surabile, un focus pe rezultate \u015fi o claritate \u00een r\u0103spundere, adic\u0103 roluri \u015fi consecin\u0163e.<\/p>\n
\n\u00cen teorie sunt \u015fase factori de succes care stau la baza managementului performan\u0163ei de marketing: alinierea cu obiectivele macro ale organiza\u0163iei, r\u0103spunderea sau responsabilizarea, date pentru analiz\u0103, automatizarea proceselor de marketing, parteneriate \u015fi evaluarea performan\u0163ei comparativ cu competi\u0163ia.<\/p>\n
\n\u00cen final cred c\u0103 este oportun\u0103 reluarea \u00eentreb\u0103rii ini\u0163iale pentru a eviden\u0163ia \u00eenc\u0103 o dat\u0103 necesitatea unui management al perfoman\u0163ei de marketing: ave\u0163i confirmarea c\u0103 practica de marketing digital pe care o derula\u0163i func\u0163ioneaz\u0103?<\/p>\n","protected":false},"excerpt":{"rendered":"
Opinie de Daniel A. Bujorean, ENSIGHT MANAGEMENT CONSULTING Marketingul, a\u015fa cum se definea ca \u015ftiin\u0163\u0103 a eficien\u0163ei economice prin cele patru elemente de baz\u0103 \u015fi \u00eensumarea tacticilor clasice, s-a schimbat esen\u0163ial \u00een ultimii ani datorit\u0103 tehnologiilor \u015fi platformelor sociale perturbatoare. Au ap\u0103rut ca efect noi terminologii \u00een marketing care, de\u015fi sunt \u015fi ele \u00eensu\u015fite de disciplin\u0103, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[529],"tags":[235,125,4126,301,9647,534,448,9022,5616,7217,7178,14834,372,19557,80,391],"class_list":["post-133218","post","type-post","status-publish","format-standard","hentry","category-opinii","tag-business","tag-ceo","tag-clienti","tag-competitie","tag-comunicare","tag-context","tag-functie","tag-ghid","tag-investitie","tag-management","tag-marketing","tag-metode","tag-performanta","tag-practica","tag-refuz","tag-schimbare"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/133218","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=133218"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/133218\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=133218"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=133218"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=133218"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}