{"id":8207,"date":"2021-10-18T08:32:43","date_gmt":"2021-10-18T08:32:43","guid":{"rendered":"https:\/\/promoguy.nl\/online-marketing-case-dutch-fashion-brand\/"},"modified":"2025-04-05T14:51:32","modified_gmt":"2025-04-05T14:51:32","slug":"online-marketing-case-dutch-fashion-brand","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lv\/blog\/2021\/10\/18\/online-marketing-case-dutch-fashion-brand\/","title":{"rendered":"Tie\u0161saistes m\u0101rketinga gad\u012bjums: N\u012bderlandes modes z\u012bmols"},"content":{"rendered":"

Modes mazumtirdzniec\u012bba tie\u0161saist\u0113 ir k\u013cuvusi par popul\u0101ru nozare<\/a> p\u0113d\u0113jos gados, kas veido gandr\u012bz 1\/3 no p\u0101rdo\u0161anas apjoma<\/a> ASV. Pand\u0113mijas d\u0113\u013c ir paman\u012bta ar\u012b iev\u0113rojama p\u0101reja uz iepirk\u0161anos tie\u0161saist\u0113, neraugoties uz negat\u012bvajiem pav\u0113rsieniem nozar\u0113 kopum\u0101. Lai gan nozare joproj\u0101m piedz\u012bvo kritumu un augst\u0101k\u0101s kvalit\u0101tes z\u012bmoliem ir v\u0113rojams piepras\u012bjuma kritums, tie\u0161saistes tirgved\u012bbai joproj\u0101m ir daudz iesp\u0113ju palielin\u0101t p\u0101rdo\u0161anas apjomus.<\/p>\r\n\r\n\r\n\r\n

\u0160aj\u0101 p\u0113t\u012bjum\u0101 tiks apl\u016bkots Promoguy darbs ar N\u012bderlandes modes z\u012bmolu, kas v\u0113las palielin\u0101t p\u0101rdo\u0161anas apjomu tie\u0161saist\u0113. Attiec\u012bgais uz\u0146\u0113mums ra\u017eo ilgtsp\u0113j\u012bgus ap\u0123\u0113rbus, kas ir augst\u0101k\u0101s klases ap\u0123\u0113rbi ar uzsvaru uz grezn\u012bbu. Mazumtirdzniec\u012bbas veikalam bija nepiecie\u0161amas rekl\u0101mas satura, soci\u0101lo mediju m\u0101rketinga un t\u012bmek\u013ca vietnes darb\u012bbas konsult\u0101cijas.<\/p>\r\n\r\n\r\n\r\n

Ar m\u016bsu pal\u012bdz\u012bbu m\u0101rketinga kampa\u0146a bija veiksm\u012bga un veicin\u0101ja p\u0101rdo\u0161anas apjoma pieaugumu, k\u0101 tas redzams \u0161aj\u0101 tie\u0161saistes modes gad\u012bjumu izp\u0113t\u0113.<\/p>\r\n\r\n\r\n\r\n

PIEZ\u012aME: konfidencialit\u0101tes d\u0113\u013c klienta v\u0101rds un materi\u0101li netiek izpausti.<\/em><\/p>\r\n\r\n\r\n\r\n

Klienta p\u0101rskats<\/h2>\r\n\r\n\r\n\r\n

Attiec\u012bgais klients bija N\u012bderlandes modes z\u012bmols, kas v\u0113l\u0113j\u0101s piesaist\u012bt liel\u0101ku p\u0101rdo\u0161anas apjomu savai mazumtirdzniec\u012bbai. Uz\u0146\u0113mums bija izveidojis interneta veikalu un izplat\u012bja savus ori\u0123in\u0101los ilgtsp\u0113j\u012bgus ap\u0123\u0113rbus. Uz\u0146\u0113muma darb\u012bba ir balst\u012bta uz augstas kvalit\u0101tes dizaineru ap\u0123\u0113rbu pied\u0101v\u0101\u0161anu, nevis uz masveida ap\u0123\u0113rbu p\u0101rdo\u0161anu. Tas noz\u012bm\u0113ja, ka m\u0113r\u0137auditorijai bija nepiecie\u0161ams mod\u012bg\u0101ks un est\u0113tiski izsmalcin\u0101t\u0101ks vilk\u0161anas l\u012bdzeklis.<\/p>\r\n\r\n\r\n\r\n

Uz\u0146\u0113muma m\u0113r\u0137auditorija ir diezgan ni\u0161as grupa, jo mazumtirgot\u0101js pied\u0101v\u0101ja augst\u0101k\u0101s klases ap\u0123\u0113rbu. Galvenais klientu segments ir sievietes, kuras interes\u0113 moderns ap\u0123\u0113rbs. Z\u012bmols galvenok\u0101rt darboj\u0101s N\u012bderland\u0113.<\/p>\r\n\r\n\r\n\r\n

Lai gan uz\u0146\u0113mums izstr\u0101d\u0101ja ilgtsp\u0113j\u012bgas modes izstr\u0101d\u0101jumus, vi\u0146i v\u0113l\u0113j\u0101s, lai tas b\u016btu nevis galvenais, bet gan sekund\u0101rais USP. Viens no iemesliem bija tas, ka tas vairs neatbilda z\u012bmola t\u0113lam, ko vi\u0146i v\u0113l\u0113j\u0101s rad\u012bt. Pa\u0161laik vi\u0146i p\u0101rorient\u0113j\u0101s uz vair\u0101k uz dz\u012bvesstila m\u0101rketingu, uzsverot individualit\u0101ti, t\u012br\u012bbu, viet\u0113j\u0101 ra\u017eojuma preces un ap\u0123\u0113rbu mod\u012bgumu. M\u016bsu m\u0101rketinga pieeja vair\u0101k uzsv\u0113rtu \u0161os elementus.<\/p>\r\n\r\n\r\n\r\n

Papildus t\u012bmek\u013ca vietnes populariz\u0113\u0161anai klients v\u0113l\u0113j\u0101s ar\u012b piesaist\u012bt cilv\u0113kus sav\u0101m bezsaistes aktivit\u0101t\u0113m. Tas notiktu pop-up un modes prezent\u0101ciju veid\u0101, lai piesaist\u012btu jaunus klientus. Vi\u0146i organiz\u0113tu pas\u0101kumus, kuros cilv\u0113ki var\u0113tu dzert, ieg\u0101d\u0101ties preces un kl\u0101tien\u0113 iepaz\u012bties ar uz\u0146\u0113muma darbu.<\/p>\r\n\r\n\r\n\r\n

Tiem bija nepiecie\u0161ams soci\u0101lo pla\u0161sazi\u0146as l\u012bdzek\u013cu m\u0101rketings, tie\u0161saistes rekl\u0101ma un konsult\u0101cijas par savu t\u012bmek\u013ca vietni. T\u012bmek\u013ca vietne darboj\u0101s ar\u012b k\u0101 galvenais e-komercijas veikala izk\u0101rtne. T\u0101p\u0113c galvenais m\u0113r\u0137is bija novirz\u012bt datpl\u016bsmu uz veikalu un veicin\u0101t p\u0101rdo\u0161anu.<\/p>\r\n\r\n\r\n\r\n

Tie\u0161saistes m\u0101rketinga sagatavo\u0161anas process<\/h2>\r\n\r\n\r\n
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S\u0101kum\u0101 klients v\u0113l\u0113j\u0101s izveidot soci\u0101lo mediju m\u0101rketinga kampa\u0146u. Konkr\u0113ti, vi\u0146i v\u0113l\u0113j\u0101s izveidot rekl\u0101mu s\u0113riju, kur\u0101 tiktu demonstr\u0113tas vi\u0146u kleitas. Lai gan tas no m\u016bsu puses pras\u012bja diezgan daudz satura pl\u0101no\u0161anas un izp\u0113tes, klients sniedza materi\u0101lus izmanto\u0161anai no sav\u0101m fotosesij\u0101m. Tas pa\u0101trin\u0101ja procesu un padar\u012bja to daudz viegl\u0101ku.<\/p>\r\n\r\n\r\n\r\n

Vair\u0101ku tik\u0161anos laik\u0101 ar klientiem m\u0113s izstr\u0101d\u0101j\u0101m satura vadl\u012bniju pamatideju. Tas bija saist\u012bts ar da\u017e\u0101diem vi\u0146u z\u012bmola aspektiem, kas min\u0113ti klientu p\u0101rskat\u0101. Klients ar\u012b v\u0113l\u0113j\u0101s izveidot ad<\/a> kop\u0113t un reiz\u0113m reklam\u0113t savus pop-up pas\u0101kumus. L\u012bdz\u012bgi k\u0101 daudziem modes z\u012bmoliem, ar\u012b uz\u0146\u0113muma pied\u0101v\u0101jums (ap\u0123\u0113rbu l\u012bnijas) bija sezon\u0101ls.<\/p>\r\n\r\n\r\n\r\n

\u0160o laika atkar\u012bbu d\u0113\u013c darba raksturs past\u0101v\u012bgi main\u012bj\u0101s. Tas pras\u012bja sekot l\u012bdzi klienta darb\u012bbai, jauniem ap\u0123\u0113rbiem, notikumiem un gaid\u012bt fotosesijas, lai nodro\u0161in\u0101tu vair\u0101k satura. Bija ar\u012b liela pa\u013cau\u0161an\u0101s uz klientu saist\u012bb\u0101 ar sazi\u0146a<\/a> san\u0101ksmju un satura apstiprin\u0101\u0161anas veid\u0101.<\/p>\r\n\r\n\r\n\r\n

Uz\u0146\u0113muma luksusa z\u012bmols ar\u012b da\u017ek\u0101rt rad\u012bja \u0161\u0137\u0113r\u0161\u013cus m\u0101rketing\u0101. Piem\u0113ram, v\u0101rda \"atlaide\" lieto\u0161ana tika uztverta negat\u012bvi, jo rad\u012bja iespaidu, ka preces ir zem\u0101kas kvalit\u0101tes. M\u0113s piel\u0101goj\u0101m vair\u0101kus pazi\u0146ojumus, lai izvair\u012btos no \u0161\u0101da veida terminiem, t\u0101 viet\u0101 izv\u0113loties pied\u0101v\u0101jumus, izp\u0101rdo\u0161anas u. c.<\/p>\r\n\r\n\r\n\r\n

Kampa\u0146u uzs\u0101k\u0161ana<\/h2>\r\n\r\n\r\n\r\n

S\u0101kum\u0101 m\u0113s izveidoj\u0101m vair\u0101kus maketus, no kuriem klients var\u0113ja izv\u0113l\u0113ties. Tika noteikts, ka valoda ir slaida, stil\u012bga un moderna, bet taj\u0101 pa\u0161\u0101 laik\u0101 eleganta. Kr\u0101su pale\u0161u pamat\u0101 bija t\u012bmek\u013ca vietnes dizains un da\u017e\u0101die materi\u0101li, ko tie prezent\u0113ja. Maket\u0113jumi tika p\u0101rveidoti, pamatojoties uz klienta atsauksm\u0113m apstiprin\u0101\u0161anas procesa laik\u0101.<\/p>\r\n\r\n\r\n\r\n

Viena no m\u016bsu \u012bstenotaj\u0101m kampa\u0146\u0101m at\u0161\u0137\u012br\u0101s no p\u0101r\u0113j\u0101m, jo klients l\u016bdza izmantot Instagram influenceru, lai pal\u012bdz\u0113tu palielin\u0101t iesaist\u012b\u0161anos. Influenceris model\u0113ja klienta ap\u0123\u0113rbu un public\u0113ja zi\u0146as ar\u012b savos soci\u0101lajos t\u012bklos. Tas bija iev\u0113r\u012bbas cien\u012bgs solis, jo tas veicin\u0101ja kampa\u0146as atpaz\u012bstam\u012bbu Instagram t\u012bkl\u0101.<\/p>\r\n\r\n\r\n\r\n

Past\u0101v b\u016btisks \u0161\u0137\u0113rslis digit\u0101lais<\/a> modes z\u012bmolu mazumtirdzniec\u012bba: pat\u0113r\u0113t\u0101ji bie\u017ei v\u0113las izm\u0113\u0123in\u0101t d\u0101rgas kleitas, pirms t\u0101s ieg\u0101d\u0101ties. T\u0101 k\u0101 tas ir luksusa prece, m\u0101rketingam bija j\u0101b\u016bt stabilam, lai ierobe\u017eotu \u0161o faktoru. Un otr\u0101di, tie\u0161i t\u0101p\u0113c bija lietder\u012bgi reklam\u0113t ar\u012b uz\u0146\u0113muma bezsaistes pas\u0101kumus un pop-up pas\u0101kumus, jo tie nerad\u012btu \u0161\u0101das probl\u0113mas.<\/p>\r\n\r\n\r\n\r\n

Tie\u0161saistes m\u0101rketinga segment\u0101cija<\/h3>\r\n\r\n\r\n\r\n

Kampa\u0146as ietvaros m\u0113s 6 m\u0113ne\u0161u laik\u0101 klientam izvietoj\u0101m 150 rekl\u0101mas. T\u0101s ietv\u0113ra soci\u0101lo mediju banerus, karuse\u013cus un \u012bsus videoierakstus.<\/p>\r\n\r\n\r\n\r\n

Rekl\u0101mas tika palaistas Facebook un Instagram, jo t\u0101s atbilda klienta demogr\u0101fiskaj\u0101m \u012bpa\u0161\u012bb\u0101m, kas bija vispiem\u0113rot\u0101k\u0101s. Attiec\u012bgi visas rekl\u0101mas atbilda \u0161o divu viet\u0146u form\u0101tiem. Piem\u0113ram, Facebook rekl\u0101m\u0101s tika izmantoti att\u0113lu karuse\u013ci, kas bija savienoti kop\u0101, veidojot savstarp\u0113ji saist\u012btu m\u0101rketinga st\u0101stu.<\/p>\r\n\r\n\r\n\r\n

Visu \u0161o laiku m\u0113s v\u0101c\u0101m inform\u0101ciju, izmantojot pikse\u013cu programmas<\/a>. Izseko\u0161an\u0101 tika mekl\u0113ti cilv\u0113ki, kas pievienoja preces groz\u0101, ieg\u0101d\u0101j\u0101s preces, uzs\u0101ka produktu apskati, t\u012bmek\u013ca vietnes apskati un kategorijas apskati vai uzs\u0101ka izrakst\u012b\u0161anos. Katra no \u0161\u012bm darb\u012bb\u0101m \u013c\u0101va mums g\u016bt dzi\u013c\u0101ku demogr\u0101fisku ieskatu par to, kas piesaist\u012bja un kas neiesaist\u012bja uzman\u012bbu.<\/p>\r\n\r\n\r\n\r\n

No ieg\u016btajiem datiem m\u0113s var\u0113j\u0101m ar\u012b p\u0101rbaud\u012bt, kas bija galvenie pirc\u0113ji. Galvenie auditorija<\/a> z\u012bmolam bija holandie\u0161u sievietes vecum\u0101 no 20 l\u012bdz 50 gadiem ar da\u017e\u0101d\u0101m interes\u0113m un gaumi p\u0113c luksusa z\u012bmoliem. M\u016bsu m\u0113r\u0137auditorija bija ar\u012b cilv\u0113ki, kas apzin\u0101s ekolo\u0123iju. \u0160aj\u0101 liel\u0101kaj\u0101 m\u0113r\u0137a grup\u0101 bija 3 galvenie apak\u0161se\u0123enti:<\/p>\r\n\r\n\r\n\r\n