{"id":32,"date":"2016-08-11T00:00:00","date_gmt":"2016-08-10T22:00:00","guid":{"rendered":"https:\/\/centrum-vzdelavani.cz\/zakladni-pojmy-v-digitalnim-marketingu\/"},"modified":"2021-08-25T00:35:29","modified_gmt":"2021-08-24T22:35:29","slug":"zakladni-pojmy-v-digitalnim-marketingu","status":"publish","type":"post","link":"https:\/\/centrum-vzdelavani.cz\/zakladni-pojmy-v-digitalnim-marketingu\/","title":{"rendered":"Z\u00e1kladn\u00ed pojmy v digit\u00e1ln\u00edm marketingu"},"content":{"rendered":"\n

Abychom se v\u016fbec mohli zorientovat v digit\u00e1ln\u00edm marketingu<\/strong><\/a>, je pot\u0159eba si osvojit z\u00e1kladn\u00ed pojmy. V n\u00e1sleduj\u00edc\u00ed tabulce jsou rozeps\u00e1ny z\u00e1kladn\u00ed pojmy z oblasti digit\u00e1ln\u00edho marketingu. Mimo anglick\u00fdch popis\u016f zkratek, zde najdete i jednoduch\u00fd popis v \u010de\u0161tin\u011b.<\/p>\n\n\n\n

Z\u00e1kladn\u00ed pojmy v digit\u00e1ln\u00edm marketingu<\/h2>\n\n\n\n

Pojem
Popis<\/p>\n\n\n\n

SEO (Search Engine Optimization)<\/strong>
Optimalizace pro vyhled\u00e1va\u010de – tak\u00e9 se \u010dasto pou\u017e\u00edv\u00e1 ve v\u00fdznamu procesu optimalizace webov\u00fdch str\u00e1nek, aby je vyhled\u00e1va\u010de co nejl\u00e9pe hodnotili.<\/p>\n\n\n\n

PPC (Pay Per Click)<\/strong>
Placen\u00e9 um\u00edst\u011bn\u00ed u v\u00fdsledku vyhled\u00e1v\u00e1n\u00ed – \u201eplatba za proklik reklamy\u201c.<\/p>\n\n\n\n

SEM (Search Engine Marketing)<\/strong>
Obecn\u011b marketing pro vyhled\u00e1va\u010de, plat\u00ed pro SEO i PPC.<\/p>\n\n\n\n

CTR (Click-Through-Rates)<\/strong>
M\u00edra proklik\u016f – jak\u00e9 procento proklik\u016f z celkov\u00e9ho po\u010dtu zobrazen\u00ed dan\u00e9 reklamy.<\/p>\n\n\n\n

Remarketing (Retargeting)<\/strong>
Reklama pro u\u017eivatele, kte\u0159\u00ed jsou n\u011bjak ozna\u010deni, nap\u0159. t\u00edm, \u017ee nav\u0161t\u00edvili webov\u00e9 str\u00e1nky – mohu na tyto u\u017eivatele c\u00edlit jinou reklamu. Remarketing pou\u017e\u00edv\u00e1 Google, Retargeting pou\u017e\u00edv\u00e1 SKlik<\/p>\n\n\n\n

Konverze<\/strong>
Spln\u011bn\u00ed c\u00edle, kter\u00e9 jsem si ur\u010dil – m\u016f\u017ee to b\u00fdt vypln\u011bn\u00ed formul\u00e1\u0159e nebo dokon\u010den\u00e1 transakce v e-shopu.<\/p>\n\n\n\n

M\u00edra konverze<\/strong>
Procento, kolik se splnilo c\u00edl\u016f v\u016f\u010di celkov\u00e9mu zobrazen\u00ed str\u00e1nky (str\u00e1nka se zobrazila 100x, 1x byla \u00fasp\u011b\u0161n\u00e1 transakce ->1% m\u00edra konverze)<\/p>\n\n\n\n

ROI (Return of investment)<\/strong>
N\u00e1vratnost investice – \u0159e\u0161\u00edme, zda se n\u00e1m reklama vyplat\u00ed nebo ne.<\/p>\n\n\n\n

KPI (Key Performance Indicators)<\/strong>
Ukazatele v\u00fdkonnosti nebo kl\u00ed\u010dov\u00e9 metriky – jedn\u00e1 se o pom\u016fcku pro m\u011b\u0159en\u00ed v\u00fdkonnosti.<\/p>\n\n\n\n

Imprese<\/strong>
Zobrazen\u00ed – v display reklam\u011b mluv\u00edme o jednom zobrazen\u00ed banneru.<\/p>\n\n\n\n

Cookie<\/strong>
Textov\u00fd soubor, kter\u00fd si web um\u00edst\u00ed do prohl\u00ed\u017ee\u010de u\u017eivatele, aby si zapamatoval informace o u\u017eivateli.<\/p>\n\n\n\n

Rich media<\/strong>
Interaktivn\u00ed m\u00e9dia zobrazuj\u00edc\u00ed produkt \u010di prezentuj\u00edc\u00ed slu\u017eby, kter\u00e9 \u010dasto maj\u00ed n\u011bjak\u00e9 interaktivn\u00ed prvky (zv\u011bt\u0161en\u00ed prvku p\u0159i najet\u00ed my\u0161i). Pat\u0159\u00ed sem textov\u00e9, obrazov\u00e9 soubory, animace, videa, zvuk, atd.<\/p>\n\n\n\n

framework STDC<\/strong>
See – Think – Do – Care -> doporu\u010den\u00fd postup, jak fungovat na internetu, obs\u00e1hnout celou z\u00e1kazn\u00edkovu cestu.<\/p>\n\n\n\n

Responzivn\u00ed design<\/strong>
\u010cesky „P\u0159izp\u016fsobiteln\u00fd vzhled“ -> jedn\u00e1 se o vzhled webu, kter\u00fd se p\u0159izp\u016fsobuje dle typu za\u0159\u00edzen\u00ed, nap\u0159. pro mobily, tablety, PC, …<\/p>\n\n\n\n

CPM (Cost per Mille)<\/strong>
Cena za tis\u00edc zobrazen\u00ed reklamy.<\/p>\n\n\n\n

CPC (Cost per Click)<\/strong><\/p>\n\n\n\n

Cena za proklik reklamy.<\/p>\n\n\n\n

CPA (Cost per Acquisition<\/strong>)
Cena za akvizici.<\/p>\n\n\n\n

CTA (Call to action)<\/strong>
V\u00fdzva k akci – skoro ka\u017ed\u00e1 reklama by m\u011bla obsahovat CTA tak, aby u\u017eivatele vyzvala k n\u011bjak\u00e9 akci.<\/p>\n\n\n\n

A\/B testov\u00e1n\u00ed<\/strong>
Porovn\u00e1v\u00e1n\u00ed n\u011bkolika (v\u011bt\u0161inou 2) verz\u00ed stejn\u00e9ho grafick\u00e9ho v\u00fdstupu a testov\u00e1n\u00ed na men\u0161\u00edm vzorku – ten, kter\u00fd dos\u00e1hne lep\u0161\u00edch v\u00fdsledk\u016f, je pak n\u00e1sledn\u011b rozesl\u00e1n v\u011bt\u0161in\u011b u\u017eivatel\u016f.<\/p>\n\n\n\n

GDN (Google Display Network)<\/strong>
Jsou to syst\u00e9my Google AdWords (zad\u00e1v\u00e1n\u00ed reklamy) a Google AdSense (zobrazov\u00e1n\u00ed reklamy).<\/p>\n\n\n\n

Pokud byste cht\u011bli z\u00edskat v\u00edce informac\u00ed a l\u00e9pe se v t\u011bchto pojmech orientovat, pak m\u00e1te mo\u017enost p\u0159ihl\u00e1sit se do kurzu Digit\u00e1ln\u00ed marketing. Konkr\u00e9tn\u00ed term\u00edny \u0161kolen\u00ed najdete zde<\/a>.
Dal\u0161\u00ed \u010dl\u00e1nky k digit\u00e1ln\u00edmu marketingu naleznete na Digitalni-Marketer.cz<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Abychom se v\u016fbec mohli zorientovat v digit\u00e1ln\u00edm marketingu, je pot\u0159eba si osvojit z\u00e1kladn\u00ed pojmy. V n\u00e1sleduj\u00edc\u00ed tabulce jsou rozeps\u00e1ny z\u00e1kladn\u00ed pojmy z oblasti digit\u00e1ln\u00edho marketingu. Mimo anglick\u00fdch popis\u016f zkratek, zde najdete i jednoduch\u00fd popis v \u010de\u0161tin\u011b. Z\u00e1kladn\u00ed pojmy v digit\u00e1ln\u00edm marketingu PojemPopis SEO (Search Engine Optimization)Optimalizace pro vyhled\u00e1va\u010de – tak\u00e9 se \u010dasto pou\u017e\u00edv\u00e1 ve v\u00fdznamu procesu optimalizace webov\u00fdch str\u00e1nek, aby…<\/p>\n","protected":false},"author":1,"featured_media":1079,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2],"tags":[3],"yoast_head":"\nZ\u00e1kladn\u00ed pojmy v digit\u00e1ln\u00edm marketingu » CENTRUM-VZD\u011aL\u00c1V\u00c1N\u00cd.CZ<\/title>\n<meta name=\"description\" content=\"Abychom se v\u016fbec mohli zorientovat v digit\u00e1ln\u00edm marketingu, je pot\u0159eba si osvojit z\u00e1kladn\u00ed pojmy digit\u00e1ln\u00edm marketingu..\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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