{"id":8146,"date":"2021-09-24T12:02:12","date_gmt":"2021-09-24T12:02:12","guid":{"rendered":"https:\/\/promoguy.nl\/digital-marketing-case-studies-for-driving-engagement\/"},"modified":"2025-04-05T15:06:59","modified_gmt":"2025-04-05T15:06:59","slug":"digital-marketing-case-studies-for-driving-engagement","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lv\/blog\/2021\/09\/24\/digital-marketing-case-studies-for-driving-engagement\/","title":{"rendered":"Digit\u0101l\u0101 m\u0101rketinga gad\u012bjumu izp\u0113te iesaist\u012b\u0161an\u0101s veicin\u0101\u0161anai"},"content":{"rendered":"

Veiksm\u012bgs tie\u0161saist\u0113<\/a> veicin\u0101\u0161anas un m\u0101rketinga pas\u0101kumi ir k\u013cuvu\u0161i par daudzu z\u012bmolu galveno goda z\u012bmi. No \u0161iem centieniem var m\u0101c\u012bties gan lielas korpor\u0101cijas, piem\u0113ram, Pepsi, gan maz\u0101ki jaunuz\u0146\u0113mumi. \u0160aj\u0101 rakst\u0101 apl\u016bkosim da\u017eus liel\u0101kos digit\u0101l\u0101 m\u0101rketinga gad\u012bjumus, kas par\u0101da, k\u0101 tas tiek dar\u012bts.<\/p>\r\n\r\n\r\n\r\n

\u0160ie digit\u0101l\u0101 m\u0101rketinga gad\u012bjumi ilustr\u0113 daudzus m\u016bsdienu digit\u0101l\u0101 satura strat\u0113\u0123ijas elementus. No ilgtermi\u0146a satura pl\u0101no\u0161anas l\u012bdz efekt\u012bvai klientu iesaist\u012b\u0161anas strat\u0113\u0123ijai un tie\u0161saistes tirgus izp\u0113tes pan\u0101kumiem - ir visda\u017e\u0101d\u0101k\u0101s jomas, no kur\u0101m var m\u0101c\u012bties.<\/p>\r\n\r\n\r\n\r\n

Pepsi digit\u0101l\u0101 m\u0101rketinga lieta<\/h2>\r\n\r\n\r\n
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\"Pepsi<\/figure>\r\n<\/div>\r\n\r\n\r\n

Pasaulslavenais p\u0101rtikas un dz\u0113rienu ra\u017eot\u0101js PepsiCo vienm\u0113r ir bijis adapt\u012bva digit\u0101l\u0101 m\u0101rketinga fran\u0161\u012bze. Pepsi tirgus izp\u0113te vienm\u0113r ir visaugst\u0101k\u0101 l\u012bme\u0146a, kas ir \u012bpa\u0161i svar\u012bgi, ja j\u016bsu liel\u0101kais konkurents ir Coca-Cola. \u0160is gad\u012bjums attiecas uz vi\u0146u digit\u0101l\u0101s inform\u0101cijas strat\u0113\u0123iju pand\u0113mijas laik\u0101.<\/p>\r\n\r\n\r\n\r\n

T\u0101pat k\u0101 ikviens cits uz\u0146\u0113mums, ar\u012b PepsiCo piel\u0101goj\u0101s main\u012bgaj\u0101m pl\u016bdmai\u0146\u0101m, \u0146emot v\u0113r\u0101 Covid. Par laimi, uz\u0146\u0113mums jau bija pie\u0161\u0137\u012bris vair\u0101k resursu tie\u0161saistes m\u0101rketinga pas\u0101kumiem. Kop\u0101 ar to vi\u0146i v\u0113l\u0113j\u0101s domin\u0113t straum\u0113\u0161ana<\/a> izmantojot produktu izvieto\u0161anu, izmantojot t\u0101dus uz\u0146\u0113mumus k\u0101 Mirriad.<\/p>\r\n\r\n\r\n\r\n

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\u201cM\u0113s esam nov\u0113roju\u0161i strauju invest\u012bciju p\u0101rvirzi no tradicion\u0101laj\u0101m line\u0101raj\u0101m platform\u0101m uz straum\u0113\u0161anas un digit\u0101l\u0101m platform\u0101m.<\/a>,<\/em>\u201c<\/p>\r\nKate Brady, PepsiCo mediju inov\u0101ciju un partner\u012bbas att\u012bst\u012bbas vad\u012bt\u0101ja.<\/cite><\/blockquote>\r\n\r\n\r\n\r\n

Uz\u0146\u0113mums papildina savu koncentr\u0113\u0161anos uz rekl\u0101mu un straum\u0113\u0161anu ar jaunu digit\u0101l\u0101s izplat\u012b\u0161anas strat\u0113\u0123iju. Uz\u0146\u0113mums ir izveidojis 2 tie\u0161am pat\u0113r\u0113t\u0101jam paredz\u0113tas t\u012bmek\u013ca vietnes, kur\u0101s ir pieejams pla\u0161s produktu kl\u0101sts. \u0160\u012b siner\u0123ija \u013c\u0101va 2020. gada 3. ceturksn\u012b uz\u0146\u0113muma neto p\u0101rdo\u0161anas apjomiem pieaugt par 5,3% (pand\u0113mijas apst\u0101k\u013cos tas nav mazs sasniegums).<\/p>\r\n\r\n\r\n\r\n

Galvenais ieguvums<\/strong>: digit\u0101lais m\u0101rketings un digit\u0101l\u0101 izplat\u012b\u0161ana lielu satricin\u0101jumu laik\u0101 iet roku rok\u0101. Piek\u013cuves tr\u016bkums mazumtirgot\u0101jiem var p\u0101rv\u0113rsties no saist\u012bbas par jaunu uz\u0146\u0113m\u0113jdarb\u012bbas modeli. Pepsi tirgus segment\u0101cijas strat\u0113\u0123ija ar\u012b g\u016bst labumu no tie\u0161\u0101s p\u0101rdo\u0161anas bez konkurentu kl\u0101tb\u016btnes.<\/p>\r\n\r\n\r\n\r\n

Volkswagen m\u0101rketinga kampa\u0146as personaliz\u0101cija<\/h2>\r\n\r\n\r\n
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\"Volkswagen<\/figure>\r\n<\/div>\r\n\r\n\r\n

Automobi\u013cu digit\u0101lais m\u0101rketings var b\u016bt gr\u016bts nozare<\/a> lai izspr\u0101gtu. Automa\u0161\u012bnas ir visp\u0101rzin\u0101ms, ka t\u0101s ir p\u0113t\u012bjumiem bag\u0101ta prece, kas pat\u0113r\u0113t\u0101jam prasa daudz p\u0101rdomu. Tas noz\u012bm\u0113, ka klienta virz\u012bba pa p\u0101rdo\u0161anas piltuvi var b\u016bt d\u0101rgs, gr\u016bts un sare\u017e\u0123\u012bts process. process<\/a>. Turkl\u0101t daudziem pirc\u0113jiem masveida digit\u0101lais m\u0101rketings var \u0161\u0137ist p\u0101r\u0101k bezpersonisks.<\/p>\r\n\r\n\r\n\r\n

\u0160o izaicin\u0101jumu rezult\u0101t\u0101 Volkswagen m\u0101rketinga m\u0113r\u0137i<\/a> bija nepiecie\u0161ams kapit\u0101lais remonts. 2019. gad\u0101 uz\u0146\u0113mums veica da\u017eas gudras izmai\u0146as, kas pav\u0113ra ce\u013cu jaunai, drosm\u012bgai pieejai veicin\u0101\u0161anai. Vi\u0146i atteic\u0101s no m\u0101rketinga starpnieku a\u0123ent\u016br\u0101m, t. sk. Grabarz & Partner<\/a>. Gandr\u012bz divas desmitgades ilgu\u0161o partnerattiec\u012bbu p\u0101rtrauk\u0161ana un tikai tr\u012bs m\u0101rketinga uz\u0146\u0113mumu atst\u0101\u0161ana darb\u0101 \u013c\u0101va \u012bstenot m\u0113r\u0137tiec\u012bg\u0101ku strat\u0113\u0123iju.<\/p>\r\n\r\n\r\n\r\n

P\u0113c tam uz\u0146\u0113mums s\u0101ka intens\u012bv\u0101k izmantot digit\u0101lo m\u0101rketingu, vienlaikus \u012bstenojot glob\u0101las kampa\u0146as. Lai gan kampa\u0146as b\u016bs glob\u0101las, to m\u0113r\u0137is ir personaliz\u0113t\u0101ka pieeja. Vi\u0146i palielin\u0101ja tirgus un pat\u0113r\u0113t\u0101ju datu apjomu, vienlaikus ievie\u0161ot jaunus digit\u0101los r\u012bkus un m\u0101ksl\u012bgo intelektu\u0101lo intelektu, lai uztur\u0113tu lab\u0101ku klientu sasnieg\u0161anas strat\u0113\u0123iju.<\/p>\r\n\r\n\r\n\r\n

\u201cPateicoties m\u016bsu jaunajam p\u0101rdo\u0161anas modelim, turpm\u0101k m\u0113s var\u0113sim sazin\u0101ties tie\u0161i ar klientiem. Agr\u0101k tie\u0161ie kontakti liel\u0101koties bija tirgot\u0101ju zi\u0146\u0101.<\/em>,\" teica VW z\u012bmola m\u0101rketinga direktors Johens Zengp\u012bls (Jochen Sengpiehl).<\/p>\r\n\r\n\r\n\r\n

Galvenais ieguvums<\/strong>: VW izmanto personaliz\u0113jamo interneta form\u0101tu un t\u0101 glob\u0101lo p\u0101rkl\u0101jumu, lai veidotu masveida m\u0101rketinga kampa\u0146u, kas joproj\u0101m koncentr\u0113jas uz individu\u0101liem automobi\u013cu pirc\u0113jiem.<\/p>\r\n\r\n\r\n\r\n

Omoda \u0101rpakalpojumu pl\u0101ns<\/h2>\r\n\r\n\r\n
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\"Omoda<\/figure>\r\n<\/div>\r\n\r\n\r\n

Cits digit\u0101l\u0101 m\u0101rketinga gad\u012bjums liecina, ka da\u017ek\u0101rt atteik\u0161an\u0101s no tie\u0161as kontroles ilgtermi\u0146\u0101 ir ieguvums. N\u012bderlandes apavu mazumtirgot\u0101jam Omoda bija j\u0101p\u0101rstr\u0101d\u0101 sava pieeja tie\u0161saistes rekl\u0101mai. T\u0101 k\u0101 uz\u0146\u0113mums auga, tam bija gr\u016bt\u012bbas tikt l\u012bdzi 300 kampa\u0146u tempam. T\u0101p\u0113c vi\u0146i sadarboj\u0101s ar Dept.<\/p>\r\n\r\n\r\n\r\n

M\u0101rketinga a\u0123ent\u016bra Dept pal\u012bdz\u0113ja uz\u0146\u0113mumam, sekojot l\u012bdzi t\u0101 automatiz\u0101cijai. Omoda tagad ir ieguvu\u0161i atl\u012bdz\u012bbu, jo vi\u0146u mekl\u0113\u0161anas rekl\u0101mas glob\u0101l\u0101s konversijas v\u0113rt\u012bbas ir palielin\u0101ju\u0161\u0101s par 30%. Uz\u0146\u0113muma darbinieki ar\u012b t\u0113r\u0113ja 20% maz\u0101k laika manu\u0101liem uzdevumiem un var\u0113ja \u0161os pien\u0101kumus papla\u0161in\u0101t starptautisk\u0101 m\u0113rog\u0101.<\/p>\r\n\r\n\r\n\r\n

Uz\u0146\u0113mums pal\u012bdz\u0113ja vi\u0146iem apkopot pirm\u0101s puses datus, lai uzlabotu klientu piesaistes modeli. \u0100r\u0113ja digit\u0101l\u0101 m\u0101rketinga kampa\u0146u speci\u0101lista piesaist\u012b\u0161ana noz\u012bm\u0113ja ar\u012b to, ka vi\u0146iem vairs nevajadz\u0113ja papla\u0161in\u0101t savu komandu.<\/p>\r\n\r\n\r\n\r\n

Galvenais ieguvums<\/strong>: Lai gan kontroles zaud\u0113\u0161ana var \u0161\u0137ist bied\u0113jo\u0161a, tai ir savi ieguvumi.<\/p>\r\n\r\n\r\n\r\n

TopShop z\u012bmola pozicion\u0113\u0161anas gad\u012bjumu izp\u0113te<\/h2>\r\n\r\n\r\n
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\"TopShop\r\n
Flickr lietot\u0101ja att\u0113la piekl\u0101j\u012bba Carol<\/a><\/figcaption>\r\n<\/figure>\r\n<\/div>\r\n\r\n\r\n

N\u0101kamais z\u012bmolved\u012bbas gad\u012bjuma p\u0113t\u012bjums uzsver satura p\u0101rvald\u012bbas strat\u0113\u0123ijas noz\u012bmi. Londonas modes ned\u0113\u013ca ir konkur\u0113tsp\u0113j\u012bgs<\/a> pas\u0101kum\u0101, kur\u0101 ikviens cits z\u012bmols izr\u0101da savu lab\u0101ko sniegumu. Lai gan iesp\u0113ja par\u0101d\u012bt sevi ir milz\u012bga, ir daudz trok\u0161\u0146a, kas j\u0101p\u0101rvar.<\/p>\r\n\r\n\r\n\r\n

TopShop jaun\u0101 ideja, k\u0101 izcelties p\u016bl\u012b, rad\u0101s, pateicoties iz\u0161\u0137iro\u0161ai sadarb\u012bbai ar Google+. \u0160is dar\u012bjums deva faniem:<\/p>\r\n\r\n\r\n\r\n