{"id":403,"date":"2022-04-27T14:19:58","date_gmt":"2022-04-27T11:19:58","guid":{"rendered":"https:\/\/www.marketingangels.lv\/?p=403"},"modified":"2025-03-20T15:30:30","modified_gmt":"2025-03-20T13:30:30","slug":"zimola-konsekvences-speks-komunikacija","status":"publish","type":"post","link":"https:\/\/www.marketingangels.lv\/lv\/zimola-konsekvences-speks-komunikacija\/","title":{"rendered":"Z\u012bmola konsekvences sp\u0113ks komunik\u0101cij\u0101"},"content":{"rendered":"

Cik bie\u017ei m\u0101rketinga darbinieki dzird, ka \u201cj\u0101izdom\u0101 kaut kas jauns\u201d, \u201c\u0161\u012b zi\u0146a jau visiem ir apnikusi\u201d, \u201cvajag kaut ko jaunu, nebiju\u0161u\u201d utt.? Un tad piezogas iek\u0161\u0113jas nemiers, kas m\u016bs mudina s\u0101kt dom\u0101t kaut ko jaunu, \u201cinteresant\u0101ku\u201d, cit\u0101d\u0101ku. Neskatoties uz to, ka uz\u0146\u0113mumi ir p\u0101r\u0146emti ar ideju uztais\u012bt kaut ko jaunu, izr\u0101d\u0101s, ka pat\u0113r\u0113t\u0101jiem tas nemaz nav vajadz\u012bgs. Manupr\u0101t, viens no noz\u012bm\u012bg\u0101kajiem un vienlaic\u012bgi ar\u012b gr\u016bt\u0101kajiem m\u0101rketinga uzdevumiem ir ietur\u0113t z\u012bmola konsekvenci\u00a0 m\u0101rketinga aktivit\u0101t\u0113s. Un konsekvence ir m\u0101rketinga pan\u0101kumu atsl\u0113ga.<\/p>\n

K\u0101p\u0113c z\u012bmola konsekvence ir svar\u012bga?<\/h2>\n

Z\u012bmola konsekvence izskat\u0101 un komunik\u0101cij\u0101 veido vienotu izpratni par z\u012bmola t\u0113lu pat\u0113r\u0113t\u0101ju pr\u0101tos. P\u0113t\u012bjumi r\u0101da, ka viens cilv\u0113ks ik dienu redz\/dzird l\u012bdz 362 da\u017e\u0101du rekl\u0101mas zi\u0146u, ta\u010du piev\u0113r\u0161 uzman\u012bbu tikai 12 no t\u0101m. T\u0101p\u0113c, iesp\u0113jams, jums t\u0101 zi\u0146a jau ir apnikusi, bet j\u016bsu klienti to pamana<\/strong> tikai p\u0113c gada citu rekl\u0101mas zi\u0146u burzm\u0101. Ja z\u012bmols katru reizi komunic\u0113s kaut ko citu, tad neviena no zi\u0146\u0101m netiks uztverta, un pat\u0113r\u0113t\u0101ju pr\u0101tos neveidosies skaidrs z\u012bmola t\u0113ls.<\/p>\n

Amerik\u0101\u0146u rekl\u0101mas p\u0113t\u012bjumu komp\u0101nija \u201cCommunicus\u201d izp\u0113t\u012bja 109 gad\u012bjumus, kad tika nomain\u012bta galven\u0101 z\u012bmola komunik\u0101cijas zi\u0146a. Vi\u0146i secin\u0101ja, ka 74% gad\u012bjumos jaun\u0101s kampa\u0146as par\u0101d\u012bja slikt\u0101kus rezult\u0101tus, nek\u0101 iepriek\u0161\u0113j\u0101s. Tas liecina, ka komunik\u0101cijas zi\u0146as mai\u0146a nebija pamatota ar produkta jaunumiem, izmai\u0146\u0101m, bet vienk\u0101r\u0161i ar m\u0101rketinga darbinieku, a\u0123ent\u016bras mai\u0146u vai vad\u012bbas v\u0113lmi p\u0113c \u201ckaut k\u0101 jauna\u201d.<\/p>\n

K\u0101 ietur\u0113t z\u012bmola konsekvenci?<\/h2>\n

Vair\u0101k k\u0101 piecpadsmit gadu m\u0101rketinga pieredzes laik\u0101 mums ir izkristaliz\u0113ju\u0161\u0101s 5 galven\u0101s lietas, kas pal\u012bdz notur\u0113t z\u012bmola konsekvenci.<\/p>\n

#1 Skaidri nodefin\u0113ts z\u012bmola pozicion\u0113jums<\/h3>\n

Nekad nav par v\u0113lu skaidri nodefin\u0113t z\u012bmola m\u0113r\u0137a auditoriju, galven\u0101s z\u012bmola v\u0113rt\u012bbas un sol\u012bjumu klientiem. Z\u012bmola pozicion\u0113jums ir k\u0101 m\u0101jas pamati; tas kalpo k\u0101 st\u016brakmens vis\u0101m turpm\u0101kaj\u0101m aktivit\u0101t\u0113m. Ja galven\u0101s z\u012bmola v\u0113rt\u012bbas un sol\u012bjums klientam \u00a0nav nodefin\u0113ts, tad katra rekl\u0101mas kampa\u0146a komunic\u0113s kaut ko citu, katrs cilv\u0113ks, kas str\u0101d\u0101s ar z\u012bmolu, to virz\u012bs p\u0113c saviem ieskatiem un katram m\u0101ksliniekam b\u016bs savs redz\u0113jums par z\u012bmola izskatu.<\/p>\n

#2 Z\u012bmola izskatam j\u0101b\u016bt konsekventam<\/h3>\n

Katram z\u012bmolam ir j\u0101b\u016bt skaidri atpaz\u012bstamam vizu\u0101lam t\u0113lam. To veido logotips, kr\u0101sas, fonti, imid\u017eu stilistika un citi dizaina elementi. Protams, ir svar\u012bgi iet ar\u012b laikam l\u012bdzi, ta\u010du dar\u012bt to saudz\u012bgi, lai gadiem atpaz\u012bstam\u0101s vizu\u0101l\u0101s lietas netiktu kardin\u0101li main\u012btas bez iemesla. Kad klients v\u0113r\u0161as pie mums ar v\u0113lmi nomain\u012bt logotipu, vienm\u0113r izv\u0113rt\u0113jam t\u0101 lietder\u012bgumu un cen\u0161amies patur\u0113t svar\u012bg\u0101kos un atpaz\u012bstamos elementus. Cepuri nost tiem z\u012bmoliem, kas sp\u0113ju\u0161i iet laikam l\u012bdzi un main\u012bties, ieturot vienotu stilu daudzu gadu garum\u0101. Piem\u0113ram, Nivea iepakojums kardin\u0101li nav main\u012bjies kop\u0161 1925. gada.<\/p>\n

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#3 Z\u012bmola komunik\u0101cijai ir j\u0101b\u016bt konsekventai un saska\u0146\u0101 ar z\u012bmola v\u0113rt\u012bb\u0101m<\/h3>\n

\u201cDove\u201d z\u012bmola v\u0113rt\u012bbas ir Maigums, \u012astums un Pa\u0161p\u0101rliec\u012bba. Pirm\u0101 Dove kampa\u0146a \u201cThe Real Beauty\u201d, kas komunic\u0113 \u0161\u012bs v\u0113rt\u012bbas, tika palaista 2004. gad\u0101, un \u0161\u012b pati zi\u0146a v\u0113l aizvien tiek komunic\u0113ta visus \u0161os 15 gadus, protams, izmantojot da\u017e\u0101dus veidus un pa\u0146\u0113mienus, bet nemainot galveno zi\u0146u.<\/p>\n

\"\"<\/p>\n

#4 Komunik\u0101cijas kan\u0101li j\u0101izv\u0113las atbilsto\u0161i z\u012bmola pozicion\u0113jumam<\/h3>\n

Progres\u012bvajam moderno tehnolo\u0123iju produktam nav j\u0113gas rekl\u0101m\u0113ties av\u012bz\u0113s, jo tas noteikti nerad\u012bs m\u016bsdien\u012bga un tehnolo\u0123iska z\u012bmola t\u0113lu. D\u0101rgu dizaina ap\u0123\u0113rbu z\u012bmolam nav v\u0113rts iet uz masu \u017eurn\u0101liem, jo tad rad\u012bsies nepareizs priek\u0161stats par \u0161o z\u012bmolu \u2013 vai tas tie\u0161\u0101m ir ekskluz\u012bvs?<\/p>\n

#5 J\u0101nodro\u0161ina vienotu klienta pieredzi katr\u0101 saskares punkt\u0101<\/h3>\n

Klienti uztver inform\u0101ciju ne tikai no rekl\u0101mas. Vi\u0146i sa\u0146em noteiktu pieredzi, p\u0113rkot produktu vai pakalpojumu, redz\/dzird citu cilv\u0113ku atsauksmes, uzzina inform\u0101ciju no zi\u0146\u0101m, sa\u0146em kaut k\u0101du saj\u016btu, ien\u0101kot tirdzniec\u012bbas vai pakalpojuma snieg\u0161anas viet\u0101 utt. Tas ir \u012bpa\u0161i svar\u012bgi pakalpojumu biznes\u0101, kur b\u016btiska ir ar\u012b vide, process un cilv\u0113ki, kas \u0161o pakalpojumu sniedz.<\/p>\n

Piem\u0113ram, ja autoserviss sevi pozicion\u0113, k\u0101 draudz\u012bgu, bet ien\u0101kot iek\u0161\u0101, neviens man nepiev\u0113r\u0161 uzman\u012bbu, tad rad\u012bsies piln\u012bgi pret\u0113js iespaids, un visticam\u0101k n\u0101kamreiz es uz turieni nebrauk\u0161u. T\u0101p\u0113c ir svar\u012bgi nodro\u0161in\u0101t vienotu, konsekventu klienta pieredzi visos saskares punktos.<\/p>\n

\u0160aj\u0101 gad\u012bjum\u0101 \u013coti pal\u012bdz \u201cklienta ce\u013ca sesija\u201d, kur m\u0113s kop\u0101 ar uz\u0146\u0113muma dabriniekiem identific\u0113jam da\u017e\u0101dus klientu saskares punktus ar uz\u0146\u0113mumu. M\u0113s v\u0113rt\u0113jam klienta pieredzi tajos un pr\u0101tojam, k\u0101 uzlabot klienta pieredzi t\u0101, lai b\u016btu \u201cWow\u201d saj\u016bta, kas p\u0101rv\u0113r\u0161 parastu klientu loj\u0101laj\u0101.<\/p>\n

\"\"<\/p>\n

Nobeigum\u0101 gribu padal\u012bties ar MAYA likumu, ko 90-gadu vid\u016b izgudrojis industri\u0101lais dizainers Raimonds Leovijs (Raymond Leowy)\u00a0\u201cMost Advanced Yet Acceptable\u201d<\/strong>. Tas m\u0101ca, ka, ja j\u016bs gribat pie\u0161\u0137irt jaunu elpu z\u012bmolam, tas ir j\u0101dara, atsvaidzinot kaut ko pat\u0113r\u0113t\u0101jiem jau zin\u0101mu un atpaz\u012bstamu, nevis taisot kaut ko piln\u012bgi jaunu un nezin\u0101mu.<\/p>\n

Un, protams, m\u0101rketinga vad\u012bt\u0101jam ir j\u0101b\u016bt pietieko\u0161i stipram, lai iztur\u0113tu kol\u0113\u0123u subjekt\u012bvos koment\u0101rus un ieteikumus par to, ka \u201ctas jau visiem ir apnicis\u201d, \u201cj\u0101dara kaut k\u0101 sav\u0101d\u0101k\u201d, \u201cj\u0101izdom\u0101 kaut kas jauns\u201d.<\/p>\n

Nov\u0113lu jums konsekventu iztur\u012bbu!\ud83d\ude0a<\/p>\n

Atsauce: The Drum, 2017, Nivea m\u0101jas lapa<\/p>\n","protected":false},"excerpt":{"rendered":"

Cik bie\u017ei m\u0101rketinga darbinieki dzird, ka \u201cj\u0101izdom\u0101 kaut kas jauns\u201d, \u201c\u0161\u012b zi\u0146a jau visiem ir apnikusi\u201d, \u201cvajag kaut ko jaunu, nebiju\u0161u\u201d utt.? Un tad piezogas iek\u0161\u0113jas nemiers, kas m\u016bs mudina s\u0101kt dom\u0101t kaut ko jaunu, \u201cinteresant\u0101ku\u201d, cit\u0101d\u0101ku. Neskatoties uz to, ka uz\u0146\u0113mumi ir p\u0101r\u0146emti ar ideju uztais\u012bt kaut ko jaunu, izr\u0101d\u0101s, ka pat\u0113r\u0113t\u0101jiem tas nemaz […]<\/p>\n","protected":false},"author":2,"featured_media":404,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,1],"tags":[],"class_list":["post-403","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-zimola-izveide","category-bez-temas"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/posts\/403","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/comments?post=403"}],"version-history":[{"count":7,"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/posts\/403\/revisions"}],"predecessor-version":[{"id":625,"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/posts\/403\/revisions\/625"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/media\/404"}],"wp:attachment":[{"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/media?parent=403"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/categories?post=403"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.marketingangels.lv\/lv\/wp-json\/wp\/v2\/tags?post=403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}