{"id":15264,"date":"2022-09-01T15:23:11","date_gmt":"2022-09-01T13:23:11","guid":{"rendered":"https:\/\/www.besteto.cz\/?p=15264"},"modified":"2022-11-09T14:51:33","modified_gmt":"2022-11-09T13:51:33","slug":"definice-cilove-skupiny","status":"publish","type":"post","link":"https:\/\/www.besteto.cz\/definice-cilove-skupiny\/","title":{"rendered":"Jak definovat spr\u00e1vnou c\u00edlovou skupinu"},"content":{"rendered":"
\n
\n \n

C\u00edlov\u00e1 skupina je ur\u010dit\u00fd okruh lid\u00ed, kter\u00e9 se sna\u017e\u00ed e\u2011shopa\u0159 oslovit a zam\u011b\u0159it na n\u011b svou propagaci a vizu\u00e1ln\u00ed podobu zna\u010dky \u010di produktu. Tuto skupinu si m\u016f\u017eete definovat na z\u00e1klad\u011b socio-demografick\u00fdch parametr\u016f, mezi kter\u00e9 pat\u0159\u00ed nap\u0159\u00edklad pohlav\u00ed, n\u00e1rodnost, v\u011bk, rodinn\u00fd stav, vzd\u011bl\u00e1n\u00ed, p\u0159\u00edjem (dom\u00e1cnosti), bydli\u0161t\u011b a dal\u0161\u00ed. D\u00edky spr\u00e1vn\u00e9 definici budete m\u00edt jistotu, \u017ee v\u00e1\u0161 produkt nab\u00edz\u00edte <\/strong>z\u00e1kazn\u00edk\u016fm, kte\u0159\u00ed by si mohli produkt zakoupit a p\u0159izp\u016fsob\u00edte tomu komunikaci, vizu\u00e1l reklamy, webu \u010di grafiky a text\u016f.<\/strong> <\/p>\n <\/div>\n <\/div>\n\n\n

\n
\n \n

P\u0159i spr\u00e1vn\u00e9 definici m\u016f\u017eete dos\u00e1hnout zefektivn\u011bn\u00ed prodejn\u00ed \u010dinnosti, sn\u00ed\u017een\u00ed n\u00e1klad\u016f a zlep\u0161en\u00ed z\u00e1kaznick\u00e9 zku\u0161enosti s va\u0161\u00ed slu\u017ebou \u010di produktem. <\/p><\/blockquote>\n <\/div>\n <\/div>\n\n\n

\n
\n \n

Pot\u00e9, co spr\u00e1vn\u011b zvol\u00edte c\u00edlovou skupinu, m\u016f\u017eete na z\u00e1klad\u011b zp\u011btn\u00e9 vazby z\u00e1kazn\u00edk\u016f svou nab\u00eddku slu\u017eeb nebo produkt\u016f vylep\u0161it \u010di roz\u0161\u00ed\u0159it, <\/strong>a t\u00edm i efektivn\u011bji dos\u00e1hnout sv\u00fdch c\u00edl\u016f.<\/p>\n <\/div>\n <\/div>\n\n\n

\n
\n \n

Jak ur\u010dit c\u00edlovou skupinu?<\/strong><\/h2>\n <\/div>\n <\/div>\n\n\n
\n
\n \n

1. Z\u00edskejte data z ji\u017e existuj\u00edc\u00edho projektu<\/h3>\n <\/div>\n <\/div>\n\n\n
\n
\n \n

Jeden ze zp\u016fsob\u016f, jak ur\u010dit c\u00edlovou skupinu, je p\u0159es data ji\u017e existuj\u00edc\u00edho projektu. Vyu\u017e\u00edv\u00e1te Google Analytics? <\/strong>Ve statistik\u00e1ch m\u016f\u017eete zjistit, kdo jsou va\u0161\u00ed z\u00e1kazn\u00edci. Zjist\u00edte, zda va\u0161\u00ed c\u00edlovou skupinu tvo\u0159\u00ed mu\u017ei nebo \u017eeny, do jak\u00e9 v\u011bkov\u00e9 skupiny pat\u0159\u00ed nebo jak\u00e9 maj\u00ed z\u00e1jmy.<\/p>\n <\/div>\n <\/div>\n\n\n

\n
\n \n

Zobrazen\u00ed demografick\u00fdch \u00fadaj\u016f a z\u00e1jm\u016f v Google Analytics<\/strong><\/h3>\n <\/div>\n <\/div>\n\n\n
\n
\n \n
  1. P\u0159ihlaste se k \u00fa\u010dtu Google Analytics.<\/strong><\/li>
  2. P\u0159ejd\u011bte k po\u017eadovan\u00e9mu P\u0159ehledu dat.<\/strong><\/li>
  3. Otev\u0159ete P\u0159ehledy<\/strong>.<\/li>
  4. Vyberte Publikum > Demografick\u00e9 \u00fadaje <\/strong>nebo Publikum > Z\u00e1jmy<\/strong>.<\/li><\/ol>\n <\/div>\n <\/div>\n\n\n
    \n
    \n \n

    Informace o demografick\u00fdch charakteristik\u00e1ch jsou u\u017eite\u010dn\u00e9 pro c\u00edlen\u00ed kampan\u00ed a vytv\u00e1\u0159en\u00ed remarketingov\u00fdch segment\u016f publika. Z\u00e1le\u017e\u00ed ale tak\u00e9 na typu webu. U e\u2011shopu s elektronikou m\u016f\u017ee b\u00fdt zaj\u00edmav\u00e9 se zam\u011b\u0159it na data o u\u017eivatel\u00edch vykazuj\u00edc\u00ed vysok\u00fd konverzn\u00ed pom\u011br<\/strong> nebo nejvy\u0161\u0161\u00ed tr\u017eby. U web\u016f zam\u011b\u0159en\u00fdch na obsah to zase mohou b\u00fdt u\u017eivatel\u00e9 vykazuj\u00edc\u00ed nejvy\u0161\u0161\u00ed m\u00edru interakce zam\u011b\u0159enou na dobu trv\u00e1n\u00ed n\u00e1v\u0161t\u011bvy nebo po\u010dtu zobrazen\u00fdch str\u00e1nek.<\/strong><\/p>\n <\/div>\n <\/div>\n\n\n

    \n
    \n \n

    2. Analyzujte konkurenci<\/h3>\n <\/div>\n <\/div>\n\n\n
    \n
    \n \n

    Dal\u0161\u00ed zp\u016fsob v ur\u010dov\u00e1n\u00ed c\u00edlov\u00e9 skupiny je analyzovat soci\u00e1ln\u00ed s\u00edt\u011b<\/strong>. V\u011bt\u0161ina soci\u00e1ln\u00edch s\u00edt\u00ed poskytuje statistiky o tom, kdo jsou va\u0161i sleduj\u00edc\u00ed <\/strong>(pohlav\u00ed, lokalita, jazyk, v\u011bk), jak\u00fd obsah se jim l\u00edb\u00ed nebo na jak\u00e9 posty reaguj\u00ed. <\/p>\n <\/div>\n <\/div>\n\n\n

    \n
    \n \n

    TIP: Zn\u00e1te n\u00e1stroj Ads Library<\/strong><\/a> na Facebooku? P\u0159es n\u011bj m\u016f\u017eete sledovat p\u0159\u00edmo zvolen\u00e9ho konkurenta a jeho reklamy. <\/p><\/blockquote>\n <\/div>\n <\/div>\n\n\n

    \n
    \n \n

    Pozor, v \u017e\u00e1dn\u00e9m p\u0159\u00edpad\u011b by v\u00e1m v\u0161ak nem\u011blo sta\u010dit konkurenci jen okop\u00edrovat, ale sna\u017eit se ka\u017ed\u00fd krok ud\u011blat o kousek lep\u0161\u00ed.<\/p>\n <\/div>\n <\/div>\n\n\n

    \n
    \n \n

    3. Ud\u011blejte si pr\u016fzkum mezi z\u00e1kazn\u00edky<\/h3>\n <\/div>\n <\/div>\n\n\n
    \n
    \n \n

    V\u00edte o n\u011bkom, kdo pat\u0159\u00ed do va\u0161\u00ed c\u00edlov\u00e9 skupiny? Domluvte si s n\u00edm sch\u016fzku a zeptejte se ho na ot\u00e1zky, kter\u00e9 v\u00e1s zaj\u00edmaj\u00ed. Neexistuje nic efektivn\u011bj\u0161\u00edho ne\u017e j\u00edt a \u010delit tv\u00e1\u0159\u00ed v tv\u00e1\u0159 va\u0161\u00ed c\u00edlov\u00e9 skupin\u011b. Otestujete si, zda va\u0161e c\u00edlov\u00e1 skupina opravdu p\u0159em\u00fd\u0161l\u00ed tak, jak si mysl\u00edte<\/strong>. Dozv\u00edte se, jak\u00fd kladou d\u016fraz na ur\u010dit\u00e9 vlastnosti produktu nebo slu\u017eby a jak\u00fdm zp\u016fsobem p\u0159em\u00fd\u0161l\u00ed nad benefity, kvalitou, cenou, d\u016fv\u011bryhodnost\u00ed apod.. Za jejich ochotu a zp\u011btnou vazbu jim m\u016f\u017eete nab\u00eddnout mal\u00fd d\u00e1re\u010dek nebo slevu na n\u00e1kup.<\/p>\n <\/div>\n <\/div>\n\n\n

    \n
    \n \n
    \"Zjist\u011bte,<\/a>
    Zjist\u011bte, jak\u00e9 z\u00e1jmy m\u00e1 va\u0161e c\u00edlov\u00e1 skupina<\/figcaption><\/figure>\n <\/div>\n <\/div>\n\n\n
    \n
    \n \n

    \u010c\u00edm v\u00edce zjist\u00edte, t\u00edm l\u00e9pe pro v\u00e1s<\/h2>\n <\/div>\n <\/div>\n\n\n
    \n
    \n \n

    C\u00edlov\u00e9 skupiny se m\u016f\u017eete pt\u00e1t na spoustu ot\u00e1zek, fantazii se zde meze nekladou. Porad\u00edme v\u00e1m alespo\u0148 p\u00e1r z nich:<\/p>\n <\/div>\n <\/div>\n\n\n

    \n
    \n \n
    • Pohlav\u00ed <\/strong>– mu\u017e, \u017eena.<\/li>
    • V\u011bkov\u00e1 skupina<\/strong>\u2009\u2014\u2009ka\u017ed\u00e1 v\u011bkov\u00e1 kategorie m\u00e1 jin\u00e9 pot\u0159eby, p\u0159\u00e1n\u00ed a styl komunikace. Pro mlad\u0161\u00ed generaci bude p\u0159\u00edjemn\u011bj\u0161\u00ed p\u0159\u00e1tel\u0161t\u011bj\u0161\u00ed a neform\u00e1ln\u00ed komunikace, pro star\u0161\u00ed generaci se bude v\u00edc hodit sp\u00ed\u0161e komunikace form\u00e1ln\u011bj\u0161\u00ed a bez smajl\u00edk\u016f.<\/li>
    • P\u0159\u00edjmov\u00e1 kategorie <\/strong>– pokud budete prod\u00e1vat luxusn\u011bj\u0161\u00ed hodinky, budou v\u00e1s zaj\u00edmat lid\u00e9 s vy\u0161\u0161\u00edmi p\u0159\u00edjmy. <\/li>
    • Spole\u010densk\u00e9 postaven\u00ed\/\u200bpovol\u00e1n\u00ed <\/strong>– je d\u016fle\u017eit\u00e9 v\u011bd\u011bt, co va\u0161e c\u00edlov\u00e1 skupina d\u011bl\u00e1. Jen tak se m\u016f\u017eete vyhnout \u0161patn\u011b zac\u00edlen\u00e9 reklam\u011b (nap\u0159. vazba z\u00e1v\u011bre\u010dn\u00fdch prac\u00ed bude zcela jist\u011b v\u00edce zaj\u00edmat studenty ne\u017e \u010dlov\u011bka, kter\u00fd je u\u017e 10 let po \u0161kole).<\/li>
    • \u017divotn\u00ed styl<\/strong> (sportovec, cestovatel, vegetari\u00e1n, vegan atd.)\u2009\u2014\u2009\u017eivotn\u00ed styl ovliv\u0148uje, zda dan\u00e9ho \u010dlov\u011bka produkt zaujme nebo ne (nap\u0159. \u010dlov\u011bk bojuj\u00edc\u00ed za ochranu zv\u00ed\u0159at nebude kupovat ko\u017eenou bundu).<\/li>
    • Soci\u00e1ln\u00ed s\u00edt\u011b<\/strong>\u2009\u2014\u2009zjist\u011bte si, kde m\u00e1te svoji c\u00edlovou skupinu oslovit. Komunikace na Facebooku, Instagramu a TikToku bude vypadat \u00fapln\u011b odli\u0161n\u011b.<\/li>
    • Lokalita <\/strong>– zjist\u011bte, odkud poch\u00e1z\u00ed va\u0161e c\u00edlov\u00e1 skupina (vesnice, mal\u00e9 nebo velk\u00e9 m\u011bsto). <\/li>
    • Jak v\u00e1\u0161 produkt \u0159e\u0161\u00ed jejich probl\u00e9m<\/strong>\u2009\u2014\u2009usnad\u0148uje jim ka\u017edodenn\u00ed pr\u00e1ci?<\/li>
    • Sly\u0161eli o va\u0161em produktu nebo je to pro n\u011b \u00fapln\u00e1 novinka?<\/strong><\/li>
    • V \u010dem je v\u00e1\u0161 produkt\/\u200bslu\u017eba lep\u0161\u00ed ne\u017e produkt od konkurence?<\/strong><\/li>
    • Jsou z\u00e1kazn\u00edci ochotni zaplatit?<\/strong><\/li>
    • Ovlivnil je u\u017e n\u011bkdy influencer a p\u0159im\u011bl k n\u00e1kupu dan\u00e9ho produktu?<\/strong><\/li><\/ul>\n <\/div>\n <\/div>\n\n\n
      \n
      \n \n

      Trh je rozd\u011blen\u00fd dle r\u016fzn\u00fdch pot\u0159eb jednotliv\u00fdch demografick\u00fdch skupin. Proto nen\u00ed efektivn\u00ed c\u00edlit na cel\u00fd trh, <\/strong>proto\u017ee <\/strong>ne ka\u017ed\u00fd bude m\u00edt tedy z\u00e1jem o v\u00e1\u0161 produkt \u010di slu\u017ebu. V p\u0159\u00edpad\u011b, \u017ee budete detailn\u011b zn\u00e1t va\u0161\u00ed c\u00edlovou skupinu, budete m\u00edt velkou v\u00fdhodu. Budete ji moci p\u0159izp\u016fsobit svou komunikaci, grafick\u00fd vizu\u00e1l, kvalitu, cenu a jin\u00e9 detaily.<\/p>\n <\/div>\n <\/div>\n\n\n

      \n
      \n \n

      Vytvo\u0159te si imagin\u00e1rn\u00ed z\u00e1kazn\u00edky neboli persony<\/strong><\/h2>\n <\/div>\n <\/div>\n\n\n
      \n
      \n \n

      Na z\u00e1klad\u011b v\u00fd\u0161e zm\u00edn\u011bn\u00fdch informac\u00ed si vytvo\u0159te imagin\u00e1rn\u00edho z\u00e1kazn\u00edka, p\u0159\u00edpadn\u011b z\u00e1kazn\u00edky. Vytvo\u0159te si jich rad\u011bji m\u00e9n\u011b, ale hlavn\u011b do detailu.<\/strong> <\/p>\n <\/div>\n <\/div>\n\n\n

      \n
      \n \n

      Imagin\u00e1rn\u00edho z\u00e1kazn\u00edka byste m\u011bli udr\u017eovat co nejv\u00edce re\u00e1ln\u00e9ho a vyu\u017e\u00edvat sp\u00ed\u0161e z\u00edskan\u00e9 informace ne\u017e kreativitu. P\u0159i jeho tvo\u0159en\u00ed byste m\u011bli vymyslet jeho:<\/p>\n <\/div>\n <\/div>\n\n\n

      \n
      \n \n
      • Jm\u00e9no<\/strong><\/li>
      • V\u011bk <\/strong><\/li>
      • Pohlav\u00ed <\/strong><\/li>
      • Vzd\u011bl\u00e1n\u00ed <\/strong><\/li>
      • \u017divotn\u00ed styl <\/strong><\/li>
      • Bydli\u0161t\u011b<\/strong><\/li>
      • Zam\u011bstn\u00e1n\u00ed<\/strong><\/li>
      • Z\u00e1jmy   <\/strong><\/li><\/ul>\n <\/div>\n <\/div>\n\n\n
        \n
        \n \n

        Uk\u00e1zky person<\/strong><\/h2>\n <\/div>\n <\/div>\n\n\n
        \n
        \n \n

        Marek<\/h3>\n <\/div>\n <\/div>\n\n\n
        \n
        \n \n

        Marek pracuje jako pr\u00e1vn\u00edk ve v\u011bt\u0161\u00edm korpor\u00e1tu a je mu 29 let. Ve sv\u00e9 pr\u00e1ci se mus\u00ed hodn\u011b soust\u0159edit a cel\u00fd den kouk\u00e1 do po\u010d\u00edta\u010de. Po pr\u00e1ci vyhled\u00e1v\u00e1 pohyb a r\u00e1d chod\u00ed b\u011bhat nebo do fitka. Zaj\u00edm\u00e1 se o lifehacking a r\u00e1d se otu\u017euje. Bydl\u00ed na okraji Brna a moment\u00e1ln\u011b \u017eije s\u00e1m. M\u00e1 r\u00e1d luxusn\u011bj\u0161\u00ed a stylov\u00e9 v\u011bci, cestuje a chod\u00ed do hor. Poslouch\u00e1 podcasty a \u010dte knihy.<\/p>\n <\/div>\n <\/div>\n\n\n

        \n
        \n \n
        \n <\/div>\n <\/div>\n\n\n
        \n
        \n \n

        Sofie<\/h3>\n <\/div>\n <\/div>\n\n\n
        \n
        \n \n

        Sofie m\u00e1 23 let, studuje vysokou \u0161kolu a do toho pracuje na zkr\u00e1cen\u00fd \u00favazek v kav\u00e1rn\u011b. D\u0159\u00edve sportovala z\u00e1vodn\u011b, nyn\u00ed ale nem\u00e1 tolik voln\u00e9ho \u010dasu. Bydl\u00ed ve spole\u010dn\u00e9m byt\u011b s kamar\u00e1dkou v centru Prahy. R\u00e1da pe\u010de a preferuje v\u00fdb\u011brovou k\u00e1vu. Zaj\u00edm\u00e1 se o m\u00f3du a nejnov\u011bj\u0161\u00ed trendy. Je aktivn\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch, p\u0159edev\u0161\u00edm na Instagramu a TikToku. <\/p>\n <\/div>\n <\/div>\n\n\n

        \n
        \n \n

        Marek a Sofie p\u0159edstavuj\u00ed z\u00e1kazn\u00edky, kte\u0159\u00ed by byli vhodnou c\u00edlovou skupinou nap\u0159\u00edklad m\u00edstn\u00edho fitka, prodejny sportovn\u00edho oble\u010den\u00ed, luxusn\u011bj\u0161\u00edch hodinek, m\u00edstn\u00ed kav\u00e1rny s v\u00fdb\u011brovou k\u00e1vou, obchod s m\u00f3dn\u00edm oble\u010den\u00edm apod.<\/p>\n <\/div>\n <\/div>\n\n\n

        \n
        \n \n
        \n <\/div>\n <\/div>\n\n\n
        \n
        \n \n

        Vytvo\u0159en\u00e9 persony pot\u00e9 vyu\u017eijte pro volbu komunika\u010dn\u00edch kan\u00e1l\u016f, zp\u016fsobu komunikace a grafick\u00e9ho stylu. <\/strong> Nesna\u017ete se je nal\u00e1kat na prodejn\u00ed argumenty a ot\u0159epan\u00e9 fr\u00e1ze. Zamyslete se nad t\u00edm, jak m\u016f\u017eete vy\u0159e\u0161it jejich probl\u00e9m a jak jim doopravdy pomoci.<\/p>\n <\/div>\n <\/div>\n","protected":false},"excerpt":{"rendered":"

        C\u00edlov\u00e1 skupina je ur\u010dit\u00fd okruh lid\u00ed, kter\u00e9 se sna\u017e\u00ed e-shopa\u0159 oslovit a zam\u011b\u0159it na n\u011b svou propagaci a vizu\u00e1ln\u00ed podobu zna\u010dky \u010di produktu. Tuto skupinu si m\u016f\u017eete definovat na z\u00e1klad\u011b socio-demografick\u00fdch parametr\u016f. V \u010dl\u00e1nku se dozv\u00edte, jak spr\u00e1vn\u011b takovou skupinu definovat a na co si d\u00e1t pozor.<\/p>\n","protected":false},"author":5,"featured_media":16290,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[285],"tags":[320,371,392],"class_list":["post-15264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ostatni","tag-inzerce","tag-cilova-skupina","tag-analyza-konkurence"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/15264"}],"collection":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/comments?post=15264"}],"version-history":[{"count":65,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/15264\/revisions"}],"predecessor-version":[{"id":16295,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/15264\/revisions\/16295"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media\/16290"}],"wp:attachment":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media?parent=15264"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/categories?post=15264"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/tags?post=15264"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}