{"id":7237,"date":"2020-12-19T18:14:28","date_gmt":"2020-12-19T18:14:28","guid":{"rendered":"https:\/\/promoguy.nl\/network-advertising-case-study-meditation-centre\/"},"modified":"2025-04-05T13:44:43","modified_gmt":"2025-04-05T13:44:43","slug":"network-advertising-case-study-meditation-centre","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2020\/12\/19\/network-advertising-case-study-meditation-centre\/","title":{"rendered":"Tinklo reklamos atvejo analiz\u0117: Meditacijos centras"},"content":{"rendered":"

Reklamuoti svetaines ir paslaugas dar niekada nebuvo taip paprasta ir kartu taip sunku, kaip \u0161iais laikais. D\u0117l galimybi\u0173 gausos ji tapo pigesn\u0117 ir prieinamesn\u0117, ta\u010diau tai taip pat perpild\u0117 rink\u0105. S\u0117km\u0117s tokioje aplinkoje triukas - i\u0161siskirti. Internete<\/a> reklama suteikia labai daug reklamos galimybi\u0173, o \u0161iame atvejo tyrime parodoma, kaip vienas Europos meditacijos centras, naudodamasis \"Promoguy\" paslaugomis, jomis pasinaudojo.<\/p>\r\n\r\n\r\n\r\n

\u012emon\u0117 lankytojams suteikia meditacijos erdves, kuriose klientai gali dalyvauti rekolekcijose. J\u0173 veikla priskiriama laisvalaikio ir pramog\u0173 pramonei ir yra susijusi su poilsio paslaug\u0173 teikimu. Dirbdama su \u0161iuo klientu ilg\u0105 laik\u0105, \"Promoguy\" suk\u016br\u0117 diapazonas<\/a> skirtingos strategijos skirtingomis aplinkyb\u0117mis.<\/p>\r\n\r\n\r\n\r\n

I\u0161 prad\u017ei\u0173 m\u016bs\u0173 darbas pirmiausia buvo susij\u0119s su j\u0173 interneto buvimas<\/a> ir optimizuoti platformas. V\u0117liau, pasikeitus rinkos poreikiams ir pirmin\u0117ms strategijoms tapus ne tokioms veiksmingoms, keit\u0117si m\u016bs\u0173 darbo kryptys. Klientas nor\u0117jo i\u0161pl\u0117sti savo pasiekiamum\u0105 naujose platformose, kad papildyt\u0173 besikei\u010dian\u010dias auditorijos tendencijas. Tod\u0117l, vadovaujant \"Promoguy\", jie vykd\u0117 \u012fvairias internetines kampanijas.<\/p>\r\n\r\n\r\n\r\n

Atsi\u017evelgdami \u012f \u012fmon\u0117s poreikius, nusprend\u0117me, kad tinklin\u0117 reklama yra optimali priemon\u0117. Nors \u012fgyvendinome ir kitas paslaugas, pasirod\u0117, kad \u0161i reklama buvo veiksmingiausia atkreipiant d\u0117mes\u012f \u012f \u012fmon\u0119. \u0160iuo atveju nagrin\u0117jama, kaip interneto reklamos strategija vyst\u0117si, kad atitikt\u0173 naujus poreikius ir nauj\u0105 aplink\u0105.<\/p>\r\n\r\n\r\n\r\n

Klient\u0173 perspektyvos<\/h2>\r\n\r\n\r\n\r\n

Klientas yra meditacijos centras, kuriame teikiamos vienuolin\u0117s zen praktikos ir meditacijos paslaugos. Jie organizuoja renginius ir si\u016blo internetinius kursus, veikia \u012fvairiose pasaulio vietose. Meditacijos grup\u0117s veikia \u012fvairiose Vakar\u0173 Europos vietov\u0117se. Daugiausia susira\u0161in\u0117jome su j\u0173 padaliniu Vokietijoje, kur jie nor\u0117jo pagerinti savo internetin\u0119 rinkodar\u0105.<\/p>\r\n\r\n\r\n\r\n

Kai m\u016bs\u0173 \u012fmon\u0117 prad\u0117jo dirbti su klientu, jo veikla internete buvo minimali. Jie nenaudojo joki\u0173 auk\u0161to lygio internetin\u0117s rinkodaros priemoni\u0173 ir i\u0161 esm\u0117s dirbo su savo svetain\u0117<\/a> o ne sutelkti d\u0117mes\u012f \u012f socialin\u0119 \u017einiasklaid\u0105. Tod\u0117l m\u016bs\u0173 ekspertams teko i\u0161 naujo formuoti j\u0173 internetin\u0117s rinkodaros komunikacijos pagrind\u0105. Tam reik\u0117jo atlikti daugyb\u0119 svetain\u0117s pakeitim\u0173 ir sukurti socialinius kanalus.<\/p>\r\n\r\n\r\n\r\n

Pirmiausia jie dirbo su \"Facebook\" ir \"Instagram\" kaip pagrindiniais internetiniais centrais. bendravimas<\/a> Vokietijoje. I\u0161 ten kur\u012f laik\u0105 dirbome su klientu ir tvark\u0117me jo internetin\u012f buvim\u0105. Po keli\u0173 bandom\u0173j\u0173 bandym\u0173 m\u016bs\u0173 duomenys parod\u0117, kad \"Instagram\" veik\u0117 su ma\u017eesne investicij\u0173 gr\u0105\u017ea, nei buvo numatyta. Tai paskatino pereiti prie labiau \"Facebook\" naudojan\u010dios strategijos.<\/p>\r\n\r\n\r\n\r\n

Ta\u010diau po kurio laiko prad\u0117jome pasteb\u0117ti, kad j\u0173 auditorijos reakcija \u012f tradicines rinkodaros strategijas \"Facebook\" tinkle suma\u017e\u0117jo. D\u0117l to \u0161i platforma tapo ma\u017eiau perspektyvi d\u0117l daugelio prie\u017eas\u010di\u0173. Po 9 m\u0117nesi\u0173 darbo su klientu turinys platformoje \u0117m\u0117 sulaukti ma\u017eiau reakcij\u0173 ir per\u017ei\u016br\u0173. Tai l\u0117m\u0117 keli veiksniai, nesusij\u0119 su turinio kokybe. Vis\u0173 pirma, \"Facebook\" augimas ma\u017e\u0117jo kartu su naudojimo statistika Vokietijoje<\/a>. Tai \u012frod\u0117, kad ma\u017ea \u017ei\u016brov\u0173 ir prenumeratori\u0173 grup\u0117 jau yra ni\u0161in\u0117 tikslin\u0117 auditorija. Buvo ai\u0161ku, kad b\u016btina pl\u0117stis i\u0161 \"Facebook\".<\/p>\r\n\r\n\r\n\r\n

Tinklo strategijos k\u016brimas<\/h2>\r\n\r\n\r\n
\r\n
\"Tinklo<\/figure>\r\n<\/div>\r\n\r\n\r\n

\u0160\u012f rinkodaros imlumo suma\u017e\u0117jim\u0105 reik\u0117jo kaip nors spr\u0119sti, tod\u0117l prad\u0117jome si\u016blyti alternatyvas. Pagrindin\u0117 i\u0161vada buvo ta, kad reikia pereiti prie tinklin\u0117s reklamos. M\u016bs\u0173 ekspertai prad\u0117jo rengti bandymus, kaip geriausiai orientuotis \u012f Vokietijos rink\u0105. Kaip \u0161io tyrimo u\u017eklausos dalis \"Google\"<\/a> Buvo atlikta \"Adwords\" analiz\u0117, kad b\u016bt\u0173 galima patikrinti CTR ir parodymus platesn\u0117je demografin\u0117je erdv\u0117je.<\/p>\r\n\r\n\r\n\r\n

Tam reik\u0117jo atlikti PPC skelbim\u0173 rakta\u017eod\u017ei\u0173 tyrimus ir surinkti, koki\u0173 tip\u0173 parodym\u0173 sulaukdavo kliento skelbimai. Taip b\u016bt\u0173 galima i\u0161nagrin\u0117ti tokius statistinius duomenis kaip am\u017eius ir lytis, taip pat naudojimo statistik\u0105. I\u0161 esm\u0117s nor\u0117jome patvirtinti arba paneigti ankstesnes prielaidas apie kliento tikslin\u0117s grup\u0117s segmentavim\u0105.<\/p>\r\n\r\n\r\n\r\n

M\u016bs\u0173 analitikai prad\u0117jo reklamos paie\u0161kos sistemoje (SEA) kampanij\u0105, kad nustatyt\u0173, koks yra geriausias b\u016bdas pasiekti vartotojus. Jie naudojo pagrindinius rakta\u017eod\u017eius, tokius kaip zen retreat, Dharma-Lehren, meditacija ir t. t., kad surast\u0173 geriausi\u0105 galim\u0105 rinkodaros potencial\u0105. Naudodamiesi \"Google Adwords\" rodymo tinklu tiksliniams skelbimams kurti, jie pasteb\u0117jo, kad rodymas buvo ekonomi\u0161kai efektyvesnis, o kartu atne\u0161\u0117 daugiau konversij\u0173 \/ paspaudim\u0173 \/ susidom\u0117jimo.<\/p>\r\n\r\n\r\n\r\n

Daugiau informacijos apie raktini\u0173 \u017eod\u017ei\u0173 tyrimus galite rasti m\u016bs\u0173 straipsnis \u0161ia tema<\/a>.<\/em><\/p>\r\n\r\n\r\n\r\n

Demografin\u0117s i\u0161vados<\/h2>\r\n\r\n\r\n
\r\n
\"Tinklo<\/figure>\r\n<\/div>\r\n\r\n\r\n

Buvo padaryta keletas svarbiausi\u0173 i\u0161vad\u0173, susijusi\u0173 su tikslin\u0117mis tendencijomis. Nors ankstesn\u0117 tikslin\u0117 atranka daugiausia buvo orientuota \u012f 18-24 met\u0173 moteris, tyrimas parod\u0117, kad proporcingai daugiau paspaudim\u0173 sulaukiama i\u0161 vidutinio am\u017eiaus vyr\u0173. Tai buvo netik\u0117ta nauja rinka, kurios \u012fmon\u0117 i\u0161 esm\u0117s netyr\u0117. Nors did\u017ei\u0105j\u0105 dal\u012f parodym\u0173 atliko jaunesn\u0117s moterys, tikrieji paspaudimai buvo i\u0161 vidutinio am\u017eiaus vyr\u0173, o tai rei\u0161kia, kad jie buvo imlesni.<\/p>\r\n\r\n\r\n\r\n

Kitas svarbus atradimas buvo tas, kad naudotojai spustel\u0117jo skelbimus naudodami mobiliuosius \u012frenginius. Tai rei\u0161k\u0117, kad reikia keisti \u012frenginio strategij\u0105 ir sutelkti d\u0117mes\u012f \u012f turin\u012f, pritaikyt\u0105 mobiliesiems \u012frenginiams. Pasteb\u0117jome, kad klientas netur\u0117t\u0173 ignoruoti paie\u0161kos reklamos, nes tai labai tikslingas metodas. Nepaisant to, \"Google\" tinkle mobiliuosiuose \u012frenginiuose rodoma reklama u\u017etikrino geresn\u0119 konversij\u0105 ir daugiau naudotoj\u0173 apsilank\u0117 svetain\u0117je.<\/p>\r\n\r\n\r\n

\r\n
\"Rezultatai<\/figure>\r\n<\/div>\r\n\r\n\r\n

Tai \u012fvairiais b\u016bdais nukreip\u0117 kliento d\u0117mes\u012f. Tai pakeit\u0117 po\u017ei\u016br\u012f \u012f nauj\u0105 turin\u012f ir leido suprasti, kad galima taikyti platesn\u0119 tikslin\u0119 grup\u0119, atsi\u017evelgiant ne tik \u012f ankstesn\u012f siaur\u0105 demografin\u012f po\u017ei\u016br\u012f. Svarbiausia, kad tai i\u0161ry\u0161kino ir besikei\u010diant\u012f geresni\u0173 technologini\u0173 tendencij\u0173 poreik\u012f. Did\u0117jantis d\u0117mesys mobiliesiems \u012frenginiams buvo tendencija, daranti \u012ftak\u0105 daugeliui svetaini\u0173, kurios u\u017esiima rinkodara. Tod\u0117l reik\u0117jo atnaujinti svetain\u0119, padaryti j\u0105 optimali\u0105 kitiems \u012frenginiams ir atlikti bendr\u0105 prie\u017ei\u016br\u0105.<\/p>\r\n\r\n\r\n\r\n

Skatinimas internetu<\/h2>\r\n\r\n\r\n\r\n
\"Tinklo<\/figure>\r\n\r\n\r\n\r\n

T\u0119siant nauj\u0105j\u0105 reklam\u0105, pama\u017eu prad\u0117jo atsigauti naudotoj\u0173 s\u0105veika. Galiausiai ji aplenk\u0117 ankstesnius rodiklius ir juos vir\u0161ijo. Pardavimai, apsilankymai svetain\u0117je, parodymai ir paspaudimai ant skelbim\u0173 laikui b\u0117gant did\u0117jo. Be to, paspaudimus atliko \u012fvairesn\u0117 \u017emoni\u0173 grup\u0117 nei anks\u010diau, tod\u0117l klientas gal\u0117jo pasiekti daugiakrypt\u012f augim\u0105 ir prasmingiau i\u0161pl\u0117sti savo auditorij\u0105.<\/p>\r\n\r\n\r\n\r\n

Galutinis rezultatas - geresni bendri pardavimai. Daugiau \u017emoni\u0173 susidom\u0117jo j\u0173 internetiniais produktais ir parod\u0117 didesn\u012f susidom\u0117jim\u0105 zen rekolekcijomis. Be to, jie sulaukdavo daugiau paspaudim\u0173 ant daugelio savo nemokamo turinio ir reklamos, taip sustiprindami kliento turinio rinkodaros strategijas. Kaip ir buvo prognozuota, nedideli rinkos poky\u010diai ir \u012frenginiams optimizuotas turinys labai pad\u0117jo \u012fmonei.<\/p>\r\n\r\n\r\n\r\n

Padid\u0117jus rakta\u017eod\u017ei\u0173 skai\u010diui, buvo pasiekta geresn\u0117 investicij\u0173 gr\u0105\u017ea, nes svetain\u0119 rado daugiau lankytoj\u0173. \u0160is mokam\u0173 paie\u0161k\u0173 padid\u0117jimas klientui suteik\u0117 daug daugiau fanfar\u0173, o tinklo skelbimai generavo daugiau paspaudim\u0173 ir daugiau konversij\u0173. Apskritai jie gaudavo \u0161i\u0173 kampanij\u0173 naud\u0105 ir pl\u0117t\u0117 savo auditorij\u0105. Dabar centras d\u017eiaugiasi atnaujintu susidom\u0117jimu internete, kur kas geresniu auditorijos tikslingumu ir \u012fvairove.<\/p>\r\n\r\n\r\n\r\n

\u0160is tinklo reklamos atvejo tyrimas yra svarbus priminimas, kad besikei\u010dianti rinka rei\u0161kia, jog reikia keisti rinkodaros kontekst\u0105. Gerai i\u0161tirta kampanija gali atverti naujas galimybes pl\u0117sti ir tobulinti procesus naujose rinkose.<\/p>","protected":false},"excerpt":{"rendered":"

Promoting websites and services has never been as simple, yet simultaneously, as difficult as it is these days. With the abundance of options, it is cheaper and more accessible, but this has also crowded the market. The trick to succeeding in such an environment is to stand out. Online advertising offers so much promotional potential, […]<\/p>\n","protected":false},"author":1,"featured_media":12122,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[17,13,16],"tags":[378,380,376,377,379],"wl_entity_type":[47,51,42],"class_list":["post-7237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-online-marketing-en","category-websites","tag-demographic-targeting","tag-meditation-centre","tag-network-advertising","tag-network-strategy","tag-online-promotion","wl_entity_type-article","wl_entity_type-news-article","wl_entity_type-organization"],"acf":[],"yoast_head":"\nNetwork Advertising Case Study: Meditation Centre - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Online advertising offers so much promotion potential, and using this Network case study shows how one meditation centre made the most of it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promoguy.nl\/lt\/blog\/2020\/12\/19\/network-advertising-case-study-meditation-centre\/\" \/>\n<meta property=\"og:locale\" content=\"lt_LT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Network Advertising Case Study: Meditation Centre\" \/>\n<meta property=\"og:description\" content=\"Online advertising offers so much promotion potential, and using this Network case study shows how one meditation centre made the most of it.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/promoguy.nl\/lt\/blog\/2020\/12\/19\/network-advertising-case-study-meditation-centre\/\" \/>\n<meta property=\"og:site_name\" content=\"Promoguy Digital Marketing Agency\" \/>\n<meta property=\"article:published_time\" 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