M\u0101ksl\u012bg\u0101 intelekta (MI) att\u012bst\u012bba ir viens no noz\u012bm\u012bg\u0101kajiem sasniegumiem p\u0113d\u0113j\u0101 desmitgad\u0113, un tas ir rad\u012bjis \u012bstu apv\u0113rsumu daudz\u0101s nozar\u0113s \u2014 ar\u012b m\u0101rketing\u0101. Un \u0161\u012b att\u012bst\u012bba tikai pie\u0146emas sp\u0113k\u0101. Pat \u0161obr\u012bd, kam\u0113r rakstu \u0161o blogu, tiek rad\u012bti jauni r\u012bki, pieejas un zin\u0101\u0161anas.<\/p>\n
L\u012bdz ar jauniem r\u012bkiem par\u0101d\u0101s ar\u012b ska\u013ci pazi\u0146ojumi un ba\u017eas par n\u0101kotni: k\u0101da b\u016bs m\u0101rketinga loma, vai joproj\u0101m b\u016bs vajadz\u012bgi m\u0101rketinga vad\u012bt\u0101ji, digit\u0101lie un satura speci\u0101listi, dizaineri un m\u0101rketinga a\u0123ent\u016bras? T\u0101p\u0113c v\u0113lamies dal\u012bties sav\u0101 redz\u0113jum\u0101.<\/p>\n
Atcer\u0113simies \u2014 tikai pirms padsmit gadiem tika rad\u012bti t\u0101di r\u012bki k\u0101 Google Ads<\/a> (s\u0101kotn\u0113ji Google AdWords) un Meta Ads<\/a> (Facebook Ads), kas pirmoreiz \u013c\u0101va uz\u0146\u0113m\u0113jiem pa\u0161iem veidot rekl\u0101mas, apejot mediju un rekl\u0101mas a\u0123ent\u016bras. Tas k\u013cuva par s\u0101kumu digit\u0101lajam m\u0101rketingam k\u0101 atsevi\u0161\u0137ai specialit\u0101tei.<\/p>\n Taj\u0101 pa\u0161\u0101 laik\u0101 par\u0101d\u012bj\u0101s piepras\u012bjums p\u0113c satura veidot\u0101jiem un a\u0123ent\u016bru pakalpojumiem, jo soci\u0101lie t\u012bkli strauji ieguva auditoriju. T\u0101s bija jaunas profesijas, kuras taj\u0101 laik\u0101 augstskol\u0101s v\u0113l neapm\u0101c\u012bja.<\/p>\n Laikam ejot, par\u0101d\u012bj\u0101s iesp\u0113jas daudz prec\u012bz\u0101k m\u0113r\u0137\u0113t auditorijas, un rekl\u0101mu apjoms pieauga. Ja 2007. gad\u0101 cilv\u0113ks redz\u0113ja aptuveni 3 000\u20135 000 rekl\u0101mu dien\u0101, tad 2025. gad\u0101 \u0161is skaits tuvojas 10 000 \u2014 galvenok\u0101rt, pateicoties soci\u0101lo t\u012bklu rekl\u0101m\u0101m.<\/p>\n Darba ar to gan nek\u013cuva maz\u0101k. Glu\u017ei pret\u0113ji \u2014 tas k\u013cuva specializ\u0113t\u0101ks, sare\u017e\u0123\u012bt\u0101ks, un piepras\u012bjums p\u0113c zin\u0101\u0161an\u0101m tikai pieauga. Ar\u012b pa\u0161i r\u012bki (Google Ads, Meta Ads) k\u013cuvu\u0161i sare\u017e\u0123\u012bt\u0101ki un pras\u012bg\u0101ki \u2014 tos pilnv\u0113rt\u012bgi izmantot sp\u0113j tie, kas ar tiem str\u0101d\u0101 regul\u0101ri.<\/p>\n McKinsey p\u0113t\u012bjums r\u0101da, ka jau 2024. gada beig\u0101s 71% uz\u0146\u0113mumu<\/strong> izmantoja \u0123enerat\u012bv\u0101 MI r\u012bkus, sal\u012bdzinot ar 2023.gada s\u0101kumu, kad tas bija vien 33%.<\/strong> Visvair\u0101k, 42%<\/strong> tos izmanto tie\u0161i m\u0101rketinga un p\u0101rdo\u0161anas funkcij\u0101s. Taj\u0101 pa\u0161\u0101 laik\u0101 aptuveni 45%<\/strong> uz\u0146\u0113mumu saskar\u0101s ar probl\u0113m\u0101m MI datu neprecizit\u0101tes d\u0113\u013c.<\/p>\n Soci\u0101lajos t\u012bklos bie\u017ei rodas iespaids, ka ar MI pal\u012bdz\u012bbu var viegli rad\u012bt jebko \u2014 tekstus, vizu\u0101\u013cus, video. Ta\u010du realit\u0101t\u0113 m\u0113s, Marketing Angels,<\/strong> jau vair\u0101k nek\u0101 gadu akt\u012bvi test\u0113jam simtiem da\u017e\u0101du r\u012bku da\u017e\u0101d\u0101s jom\u0101s \u2014 no tekstu tulko\u0161anas l\u012bdz digit\u0101lo kampa\u0146u optimiz\u0101cijai. Un j\u0101saka god\u012bgi \u2014 aptuveni 95% no \u0161iem r\u012bkiem<\/strong> ir tikai da\u013c\u0113ji lietojami vai visp\u0101r nestr\u0101d\u0101 sol\u012btaj\u0101 l\u012bmen\u012b. (J\u0101, ar\u012b sejas ar trim rok\u0101m un se\u0161iem pirkstiem joproj\u0101m eksist\u0113.). K\u0101du laiku atpaka\u013c dal\u012bj\u0101mies ar rakstu par m\u016bsu iecien\u012bt\u0101kajiem MI r\u012bkiem, kuru vari joproj\u0101m atrast \u0161eit<\/a>.<\/p>\n M\u0113s uzskat\u0101m \u2014 MI neaizst\u0101s cilv\u0113ku, bet pareizi izmantots var pievienot milz\u012bgu jaudu uz\u0146\u0113muma darb\u012bbai. Piem\u0113ram:<\/p>\n Izmantojot MI r\u012bkus j\u0101atceras, ka MI balst\u0101s uz jau eso\u0161\u0101m, popul\u0101r\u0101m praks\u0113m. Tas nevar rad\u012bt neko unik\u0101lu \u2014 ta\u010du var pal\u012bdz\u0113t idej\u0101m rasties.<\/p>\n Koplietojamie MI r\u012bki nepaz\u012bst Tavu produktu, z\u012bmola balsi vai vizu\u0101lo identit\u0101ti, ja vien tie nav apm\u0101c\u012bti \u012bpa\u0161i Tavam uz\u0146\u0113mumam.<\/p>\n Joproj\u0101m past\u0101v k\u013c\u016bdu risks \u2014 gan valod\u0101, gan datos \u2014 t\u0101p\u0113c MI rezult\u0101tus vienm\u0113r nepiecie\u0161ams p\u0101rbaud\u012bt. Un visbeidzot: MI var dot inform\u0101ciju, bet nevar pie\u0146emt l\u0113mumus Tav\u0101 viet\u0101.<\/strong><\/p>\n MI nav burvju n\u016bji\u0146a, kas visu izdar\u012bs Tav\u0101 viet\u0101. Bet tas ir sp\u0113c\u012bgs instruments, kas apvienojum\u0101 ar profesionalit\u0101ti un pieredzi var pal\u012bdz\u0113t sasniegt vair\u0101k \u2014 \u0101tr\u0101k, prec\u012bz\u0101k un efekt\u012bv\u0101k.<\/p>\n MI r\u012bki att\u012bst\u0101s nep\u0101rtraukti, un ik dienu rodas jauni. Svar\u012bgi ir atrast tos, kas patie\u0161\u0101m str\u0101d\u0101, un \u0161eit var pal\u012bdz\u0113t pieredz\u0113jis partneris.<\/p>\n Vai ar\u012b \u2014 dari to pats. Test\u0113, m\u0101cies, att\u012bsties. Tikai atceries: esi konsekvents, jo MI pasaule main\u0101s \u013coti \u0101tri.<\/p>\n MI nav m\u0101rketinga ienaidnieks \u2014 tas ir efekt\u012bvs sabiedrotais.<\/p>\n K\u0101 kalkulators neizn\u012bcin\u0101ja gr\u0101matved\u012bbu, bet to pa\u0101trin\u0101ja un uzlaboja, t\u0101pat MI pal\u012bdz m\u0101rketingam k\u013c\u016bt gudr\u0101kam, datos balst\u012bt\u0101kam un elast\u012bg\u0101kam.<\/p>\nKo \u0161obr\u012bd MI m\u0101rketing\u0101 sp\u0113j un ko ne?<\/h2>\n
K\u0101 MI var pal\u012bdz\u0113t ikdien\u0101?<\/h2>\n
\n
\nMI \u013cauj \u0101tri apkopot un izcelt b\u016btisko no lieliem inform\u0101cijas apjomiem \u2014 daudz efekt\u012bv\u0101k nek\u0101 interneta mekl\u0113t\u0101ja sist\u0113mas bez MI vai k\u0101dreiz ar\u012b bibliot\u0113ka.<\/li>\n
\nMI nenogurst un str\u0101d\u0101 24\/7. Kam\u0113r agr\u0101k vienas vizu\u0101las kampa\u0146as izstr\u0101dei bija nepiecie\u0161ama rekl\u0101mas speci\u0101listu komanda un ned\u0113\u013cas darba, tagad aktu\u0101li ir daudzi varianti, kas j\u0101piel\u0101go un j\u0101atjauno regul\u0101ri. Ar MI pal\u012bdz\u012bbu to var paveikt \u0101tr\u0101k.<\/li>\n
\nMI \u013cauj \u0101tr\u0101k pie\u0146emt lab\u0101kus l\u0113mumus, analiz\u0113jot milz\u012bgu datu apjomu. Apvienojum\u0101 ar profesion\u0101\u013ca kompetenci tas \u013cauj kampa\u0146\u0101m sasniegt piln\u012bbu.
\nPiem\u0113ram, Ievie\u0161ot MI optimiz\u0101ciju Google Ads kampa\u0146\u0101m<\/a> vien\u0101 no m\u016bsu e-komercijas projektiem, klienta ie\u0146\u0113mum<\/strong>i pirmaj\u0101 testa m\u0113nes\u012b sal\u012bdzin\u0101jum\u0101 ar t\u0101du pa\u0161u periodu iepriek\u0161\u0113j\u0101 gad\u0101 pieauga par +43%<\/strong>, ROAS \u2013 par +61%<\/strong>, kam\u0113r rekl\u0101mas izdevumi samazin\u0101j\u0101s.<\/strong><\/li>\n<\/ul>\nKo MI nevar izdar\u012bt m\u0101rketinga speci\u0101lista viet\u0101?<\/h2>\n
Nosl\u0113gum\u0101<\/h2>\n
Esi gatavs izmantot MI sav\u0101 lab\u0101?<\/h2>\n