U\u017e m\u00e1te Agiln\u00ed SW \u010d\u00e1st firmy a zaj\u00edm\u00e1 v\u00e1s co d\u00e1l? Tak m\u016f\u017eete za\u010d\u00edt t\u0159eba na marketingu. Agiln\u00ed Marketing za\u010d\u00edn\u00e1 b\u00fdt \u010d\u00edm d\u00e1l t\u00edm \u010dast\u011bji sklo\u0148ovan\u00fdm t\u00e9matem. Sv\u011bt se zm\u011bnil. Je rychlej\u0161\u00ed, dynami\u010dt\u011bj\u0161\u00ed, a vy\u017eaduje zcela jin\u00fd p\u0159\u00edstup k\u00a0produktu a marketingu. Tradi\u010dn\u011b marketingov\u00e1 odd\u011blen\u00ed produkovala jednor\u00e1zov\u00e9 reklamy, videa, texty. Dnes mus\u00edte c\u00edlen\u011b produkovat specifick\u00fd obsah pro ka\u017edou c\u00edlovou skupinu. Je to dlouhodob\u00e1 aktivita. A v\u00fdsledky nejsou vid\u011bt hned. Pro\u010d tomu tak je? Proto\u017ee chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f se zm\u011bnilo. 80% z\u00e1kazn\u00edk\u016f si dnes najde a n\u00e1sledn\u011b vybere produkt samo na internetu je\u0161t\u011b p\u0159edt\u00edm, ne\u017e se setk\u00e1 s\u00a0prvn\u00edm obchodn\u00edkem. A vy chcete ovlivnit, aby si sami vybrali pr\u00e1v\u011b v\u00e1\u0161 produkt. Na to reaguje digit\u00e1ln\u00ed marketing, kter\u00fd pravideln\u011b a konzistentn\u011b generuje zaj\u00edmav\u00fd “kontent”, kter\u00fd p\u0159\u00edpadn\u00e9 z\u00e1jemce p\u0159esv\u011bd\u010d\u00ed.<\/p>\n
Pro\u010d tedy Agiln\u00ed Marketing\u2026 Firmy dnes generuj\u00ed spousty funkcionalit, ale m\u00e1lo z\u00a0nich se zam\u011b\u0159uje na doru\u010den\u00ed plnohodnotn\u00e9ho z\u00e1\u017eitku sv\u00fdm z\u00e1kazn\u00edk\u016fm. M\u00e1lokdo dnes zkoum\u00e1, jak z\u00e1kazn\u00edci reaguj\u00ed, co se jim l\u00edb\u00ed, komunikuje s\u00a0nimi, odpov\u00edd\u00e1 na ot\u00e1zky a st\u00ed\u017enosti. Agiln\u00ed p\u0159\u00edstup k\u00a0Marketingu v\u00e1s p\u0159esn\u011b k\u00a0tomu vede.<\/p>\n
Jak za\u010d\u00edt. V\u00a0podstat\u011b m\u016f\u017eete aplikovat standardn\u00ed Scrum. Postavit cross-functional content t\u00fdm, ScrumMastera, Content Ownera – lidi z\u00a0marketingu maj\u00ed \u010dasto probl\u00e9m porozum\u011bt co je to vlastn\u011b produkt, tak se zd\u00e1, \u017ee \u2018kontent\u2018 je sn\u00e1ze pochopiteln\u00fd. Spole\u010dn\u011b vymysl\u00edte vizi, pop\u00ed\u0161ete persony a vytvo\u0159\u00edte Backlog. Stejn\u011b jako u softwarov\u00fdch t\u00fdm\u016f, je kl\u00ed\u010dov\u00e1 schopnost prioritizovat business value a aplikovat koncept jednoduchosti (simplicity). Jednotliv\u00e9 polo\u017eky backlogu nap\u00ed\u0161ete ve form\u011b UserStory a ty pak content t\u00fdm ohodnot\u00ed t\u0159eba pomoc\u00ed Planning Pokeru. A pak u\u017e jen napl\u00e1nujete Sprint a spolupracujete na vytv\u00e1\u0159en\u00ed obsahu (contentu). Na konci Sprintu ud\u011bl\u00e1te Retrospektivu a Sprint Review, a pravideln\u011b z\u00edsk\u00e1v\u00e1te zp\u011btnou vazbu od va\u0161\u00ed c\u00edlov\u00e9 skupiny. Nic slo\u017eit\u00e9ho, nic co by pot\u0159ebovalo cokoli specifick\u00e9ho a jin\u00e9ho, ne\u017e je standardn\u00ed Agiln\u00ed Manifest a Scrum.<\/p>\n
Jestli se o tom chcete dozv\u011bd\u011bt v\u00edc, doporu\u010duji si p\u0159e\u010d\u00edst knihu Jeff Julian – Agile Marketing: Building Endurance for Your Content Marketing Team<\/a>, anebo se domluvit na workshopu<\/a>, kter\u00fd pro va\u0161i firmu r\u00e1di uspo\u0159\u00e1d\u00e1me.<\/p>\n","protected":false},"excerpt":{"rendered":" U\u017e m\u00e1te Agiln\u00ed SW \u010d\u00e1st firmy a zaj\u00edm\u00e1 v\u00e1s co d\u00e1l? Tak m\u016f\u017eete za\u010d\u00edt t\u0159eba na marketingu. Agiln\u00ed Marketing za\u010d\u00edn\u00e1 b\u00fdt \u010d\u00edm d\u00e1l t\u00edm \u010dast\u011bji sklo\u0148ovan\u00fdm t\u00e9matem. Sv\u011bt se zm\u011bnil. Je rychlej\u0161\u00ed, dynami\u010dt\u011bj\u0161\u00ed, a vy\u017eaduje zcela jin\u00fd p\u0159\u00edstup k\u00a0produktu a marketingu. Tradi\u010dn\u011b marketingov\u00e1 odd\u011blen\u00ed produkovala jednor\u00e1zov\u00e9 reklamy, videa, texty. Dnes mus\u00edte c\u00edlen\u011b produkovat specifick\u00fd obsah … Continue reading “Agiln\u00ed Marketing”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[272,155,7],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/soch.cz\/blog\/wp-json\/wp\/v2\/posts\/676"}],"collection":[{"href":"https:\/\/soch.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/soch.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/soch.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/soch.cz\/blog\/wp-json\/wp\/v2\/comments?post=676"}],"version-history":[{"count":0,"href":"https:\/\/soch.cz\/blog\/wp-json\/wp\/v2\/posts\/676\/revisions"}],"wp:attachment":[{"href":"https:\/\/soch.cz\/blog\/wp-json\/wp\/v2\/media?parent=676"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/soch.cz\/blog\/wp-json\/wp\/v2\/categories?post=676"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/soch.cz\/blog\/wp-json\/wp\/v2\/tags?post=676"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}