{"id":10369,"date":"2026-06-08T11:55:14","date_gmt":"2026-06-08T09:55:14","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=10369"},"modified":"2026-06-08T11:55:14","modified_gmt":"2026-06-08T09:55:14","slug":"omnichannel-marketing-6-vyzev-ktere-musite-prekonat","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tipy-triky\/omnichannel-marketing-6-vyzev-ktere-musite-prekonat\/","title":{"rendered":"Omnichannel marketing: 6 v\u00fdzev, kter\u00e9 mus\u00edte p\u0159ekonat"},"content":{"rendered":"

Omnichannel marketing p\u0159in\u00e1\u0161\u00ed konzistentn\u00ed z\u00e1\u017eitek nap\u0159\u00ed\u010d kan\u00e1ly, ale \u0159\u00edzen\u00ed t\u00e9to komunikace m\u016f\u017ee b\u00fdt n\u00e1ro\u010dn\u00e9. Aby byly zna\u010dky \u00fasp\u011b\u0161n\u00e9, mus\u00ed rozum\u011bt p\u0159ek\u00e1\u017ek\u00e1m, kter\u00e9 jim budou st\u00e1t v cest\u011b. Poj\u010fme se pod\u00edvat na \u0161est v\u00fdzev, kter\u00e9 omnichannel marketing p\u0159in\u00e1\u0161\u00ed, a na to, jak je zvl\u00e1dnout.<\/p>\n\n\n\n

\"a<\/figure>\n\n\n\n

Z\u00c1KAZNICK\u00c9 PREFERENCE<\/p>\n\n\n\n

Z\u00e1kaznicky orientovan\u00e9 zna\u010dky jako Amazon a Netflix nastavily vysok\u00e1 o\u010dek\u00e1v\u00e1n\u00ed. Z\u00e1kazn\u00edci dnes vy\u017eaduj\u00ed hyper-personalizovan\u00e9 z\u00e1\u017eitky a c\u00edlen\u00e1 doporu\u010den\u00ed. P\u0159\u00edstup \u201ejedna velikost pro v\u0161echny\u201c u\u017e nefunguje \u2013 z\u00e1kazn\u00edci rychle p\u0159ejdou ke konkurenci, kter\u00e1 jim nab\u00eddne lep\u0161\u00ed slu\u017eby. <\/p>\n\n\n\n

Nap\u0159\u00edklad knihkupectv\u00ed m\u016f\u017ee doporu\u010dovat tituly na z\u00e1klad\u011b \u010dten\u00e1\u0159sk\u00e9 historie a preferenc\u00ed konkr\u00e9tn\u00edho z\u00e1kazn\u00edka. Tak vytvo\u0159\u00ed n\u00e1kupn\u00ed z\u00e1\u017eitek, kter\u00fd si z\u00e1kazn\u00edci o\u010dek\u00e1vaj\u00ed a ocen\u00ed, nam\u00edsto obecn\u00fdch n\u00e1vrh\u016f a best-seller\u016f.<\/p>\n\n\n\n

D\u00e1le v \u010dl\u00e1nku prozkoum\u00e1me d\u016fle\u017eitost aktu\u00e1ln\u00edch dat, doru\u010dov\u00e1n\u00ed marketingov\u00fdch sd\u011blen\u00ed v re\u00e1ln\u00e9m \u010dase a sledov\u00e1n\u00ed spr\u00e1vn\u00fdch KPI. Tyto prvky dohromady vytv\u00e1\u0159ej\u00ed personalizovan\u00fd z\u00e1kaznick\u00fd z\u00e1\u017eitek.<\/p>\n\n\n\n

KONEC OBECN\u00c9MU MARKETINGU<\/p>\n\n\n\n

\u00dasp\u011b\u0161n\u00e1 omnichannel strategie znamen\u00e1 efektivn\u00ed komunikaci. Podle pr\u016fzkumu od OneSpot a\u017e 78 % z\u00e1kazn\u00edk\u016f pravd\u011bpodobn\u011bji nakoup\u00ed, pokud obsah odpov\u00edd\u00e1 jejich pot\u0159eb\u00e1m. P\u0159\u00edstup, kdy zna\u010dky pos\u00edlaj\u00ed obsah bez ohledu na jeho relevantnost, u\u017e zkr\u00e1tka nefunguje a akor\u00e1t se t\u00edm riskuje ztr\u00e1ta z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n

M\u00edsto toho mus\u00ed zna\u010dky p\u0159izp\u016fsobit komunikaci na v\u0161ech kan\u00e1lech tak, aby odpov\u00eddala preferenc\u00edm z\u00e1kazn\u00edk\u016f. Zprvu je nutn\u00e9 se zam\u011b\u0159it na sb\u011br z\u00e1kaznick\u00fdch dat, segmentaci a personalizaci komunikace.<\/p>\n\n\n\n

M\u00f3dn\u00ed zna\u010dka, kter\u00e1 personalizuje e-mailov\u00e9 nab\u00eddky na z\u00e1klad\u011b n\u00e1kupn\u00edho chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f, bude m\u00edt v\u017edy vy\u0161\u0161\u00ed \u0161anci na zapojen\u00ed. Pokud z\u00e1kazn\u00edk \u010dasto prohl\u00ed\u017e\u00ed zimn\u00ed bundy, za\u0161lete mu notifikace o nov\u00fdch kolekc\u00edch nebo slev\u00e1ch na relevantn\u00ed produkty a zv\u00fd\u0161\u00edte t\u00edm \u0161ance na konverzi.<\/p>\n\n\n\n

KL\u00cd\u010cOV\u00c9 MOMENTY V Z\u00c1KAZNICK\u00c9 CEST\u011a<\/p>\n\n\n\n

Zna\u010dky \u010dasto pos\u00edlaj\u00ed z\u00e1kazn\u00edk\u016fm kampan\u011b bez ohledu na na\u010dasov\u00e1n\u00ed. Tento p\u0159\u00edstup v\u011bt\u0161inou nespln\u00ed c\u00edle kampan\u011b. Pro nejlep\u0161\u00ed v\u00fdsledky by se zpr\u00e1vy m\u011bly doru\u010dovat v re\u00e1ln\u00e9m \u010dase, ihned pot\u00e9, co z\u00e1kazn\u00edk provede ur\u010ditou akci.\u00a0<\/p>\n\n\n\n

Udr\u017eujte komunikaci aktivn\u00ed zasl\u00e1n\u00edm push notifikace ihned po n\u00e1kupu nebo SMS potvrzen\u00edm rezervace. Tak lze oslovit z\u00e1kazn\u00edky v kl\u00ed\u010dov\u00fdch momentech, nap\u0159\u00edklad kdy\u017e hodlaj\u00ed opustit n\u00e1kupn\u00ed ko\u0161\u00edk.<\/p>\n\n\n\n

Vezm\u011bte si nap\u0159. z\u00e1kazn\u00edka, kter\u00fd si prohl\u00ed\u017e\u00ed e-shop, p\u0159id\u00e1 polo\u017eku do ko\u0161\u00edku a pot\u00e9 odejde, ani\u017e by nakoupil. M\u016f\u017eete mu zaslat e-mail nebo SMS do 30 minut, kde mu nab\u00eddnete \u010dasov\u011b omezenou slevu nebo p\u0159ipomenut\u00ed neuskute\u010dn\u011bn\u00e9ho n\u00e1kupu. T\u00edm p\u00e1dem m\u016f\u017eete je\u0161t\u011b zachr\u00e1nit jeho n\u00e1kup.<\/p>\n\n\n\n

UCELEN\u00dd POHLED NA Z\u00c1KAZN\u00cdKY<\/p>\n\n\n\n

\u0158\u00edzen\u00ed omnichannel marketingu vy\u017eaduje informovan\u00e1 rozhodnut\u00ed o v\u00fdb\u011bru kan\u00e1l\u016f, na\u010dasov\u00e1n\u00ed a c\u00edlen\u00ed. Mnoho zna\u010dek se pot\u00fdk\u00e1 s fragmentovan\u00fdmi nebo zastaral\u00fdmi informacemi, co\u017e vede k chybn\u00fdm strategi\u00edm a ne\u00fasp\u011b\u0161n\u00fdm kampan\u00edm.\u00a0<\/p>\n\n\n\n

Kdy\u017e nap\u0159\u00edklad e-shop spol\u00e9h\u00e1 na zastaral\u00e1 data pro e-mailovou kampa\u0148, m\u016f\u017ee zaslat reklamn\u00ed e-maily z\u00e1kazn\u00edk\u016fm, kte\u0159\u00ed si ji\u017e dan\u00fd produkt zakoupili. Tento p\u0159\u00edstup nejen\u017ee nefunguje, ale m\u016f\u017ee tak\u00e9 zp\u016fsobit, \u017ee z\u00e1kazn\u00edk nad zna\u010dkou zanev\u0159e.<\/p>\n\n\n\n

\u0158e\u0161en\u00edm je m\u00edt 360stup\u0148ov\u00fd pohled na z\u00e1kazn\u00edky, kter\u00fd je podpo\u0159en aktu\u00e1ln\u00edmi daty (osobn\u00ed \u00fadaje, historie n\u00e1kup\u016f, z\u00e1jmy) a analytikou. Kdy\u017e nap\u0159. obchod s elektronikou pracuje s aktu\u00e1ln\u00edmi daty, m\u016f\u017ee pos\u00edlat kampan\u011b zam\u011b\u0159en\u00e9 na p\u0159\u00edslu\u0161enstv\u00ed nebo dopl\u0148kov\u00e9 produkty k ji\u017e zakoupen\u00fdm polo\u017ek\u00e1m.<\/p>\n\n\n\n

KOORDINACE NAP\u0158\u00cd\u010c KAN\u00c1LY<\/p>\n\n\n\n

S p\u0159ib\u00fdvaj\u00edc\u00edmi kan\u00e1ly, jako jsou soci\u00e1ln\u00ed s\u00edt\u011b a mobiln\u00ed aplikace, je \u0159\u00edzen\u00ed z\u00e1kaznick\u00e9ho z\u00e1\u017eitku st\u00e1le slo\u017eit\u011bj\u0161\u00ed. Zam\u011b\u0159te se na z\u00e1kaznick\u00e9 cesty pomoc\u00ed platforem pro zapojen\u00ed z\u00e1kazn\u00edk\u016f (jako CDP & CRM CareCloud), kter\u00e9 umo\u017e\u0148uj\u00ed lep\u0161\u00ed orientaci nap\u0159\u00ed\u010d v\u0161emi komunika\u010dn\u00edmi kan\u00e1ly (e-mail, SMS, push notifikace, Viber, WhatsApp). <\/p>\n\n\n\n

P\u0159edstavme si, \u017ee cestovn\u00ed spole\u010dnost oslov\u00ed z\u00e1kazn\u00edky personalizovan\u00fdmi e-mailov\u00fdmi nab\u00eddkami na z\u00e1jezdy. Pokud z\u00e1kazn\u00edk na komunikaci reaguje, m\u016f\u017ee zna\u010dka n\u00e1sledn\u011b pos\u00edlat push notifikace na mobil s dal\u0161\u00edmi nab\u00eddkami, \u010d\u00edm\u017e zajist\u00ed konzistentn\u00ed a p\u0159izp\u016fsoben\u00fd z\u00e1\u017eitek.<\/p>\n\n\n\n

RELEVANTN\u00cd ANAL\u00ddZA<\/p>\n\n\n\n

Aby mohli market\u00e9\u0159i optimalizovat omnichannel marketing, mus\u00ed d\u00e1vat pozor na spr\u00e1vn\u00e9 metriky. Nesoust\u0159e\u010fte se pouze na celkov\u00fd v\u00fdkon kampan\u011b. T\u00edm p\u0159ich\u00e1z\u00edte o p\u0159\u00edle\u017eitost identifikovat konkr\u00e9tn\u00ed oblasti, kter\u00e9 je t\u0159eba zlep\u0161it.<\/p>\n\n\n\n

\u00dasp\u011bch tkv\u00ed ve sledov\u00e1n\u00ed spr\u00e1vn\u00fdch KPI. Platformy jako CareCloud umo\u017e\u0148uj\u00ed sb\u011br analytick\u00fdch dat, kter\u00e1 v\u00e1m pomohou vytv\u00e1\u0159et relevantn\u00ed reporty a doru\u010dovat personalizovan\u00e9 omnichannel z\u00e1\u017eitky.<\/p>\n\n\n\n

Pokud se nap\u0159\u00edklad zam\u011b\u0159\u00edte pouze na celkov\u00e9 prodeje z e-mailov\u00e9 kampan\u011b, m\u016f\u017ee v\u00e1m uniknout kl\u00ed\u010dov\u00e1 informace o tom, kter\u00e9 produkty vzbudily nejv\u011bt\u0161\u00ed z\u00e1jem nebo jak \u00fasp\u011b\u0161n\u00e1 je kampa\u0148 v konkr\u00e9tn\u00edch z\u00e1kaznick\u00fdch segmentech. Hloubkov\u00e1 anal\u00fdza, nap\u0159\u00edklad m\u00edry prokliku podle segment\u016f, umo\u017e\u0148uje optimalizovat budouc\u00ed kampan\u011b.<\/p>\n\n\n\n

TVO\u0158TE SKV\u011aL\u00c9 Z\u00c1\u017dITKY S CARECLOUD<\/p>\n\n\n\n

Vyu\u017eijte CDP & CRM CareCloud pro zdokonalen\u00ed omnichannel marketingu. <\/p>\n\n\n\n

S na\u0161\u00ed platformou m\u016f\u017eete shroma\u017e\u010fovat data o z\u00e1kazn\u00edc\u00edch nap\u0159\u00ed\u010d v\u0161emi komunika\u010dn\u00edmi kan\u00e1ly a z\u00edskat 360stup\u0148ov\u00fd pohled na z\u00e1kazn\u00edka, kter\u00fd umo\u017e\u0148uje p\u0159esnou personalizaci. D\u00edky dat\u016fm v re\u00e1ln\u00e9m \u010dase m\u016f\u017eete doru\u010dovat relevantn\u00ed sd\u011blen\u00ed ve spr\u00e1vn\u00fd moment a zajistit plynul\u00fd z\u00e1kaznick\u00fd z\u00e1\u017eitek. <\/p>\n\n\n\n

CareCloud nav\u00edc umo\u017e\u0148uje vyu\u017e\u00edt pokro\u010dil\u00e9 analytiky pro sledov\u00e1n\u00ed spr\u00e1vn\u00fdch KPI, tak\u017ee m\u016f\u017eete nep\u0159etr\u017eit\u011b sledovat a optimalizovat v\u00fdkon kampan\u00ed a tak plnit o\u010dek\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n

Ve sv\u011bt\u011b, kde z\u00e1kazn\u00edci vy\u017eaduj\u00ed z\u00e1\u017eitky na m\u00edru, poskytuje platforma CDP & CRM CareCloud n\u00e1stroje, kter\u00e9 v\u00e1m umo\u017en\u00ed zajistit konzistentn\u00ed a personalizovan\u00e9 interakce nap\u0159\u00ed\u010d v\u0161emi touchpointy.<\/p>","protected":false},"excerpt":{"rendered":"

Omnichannel marketing delivers seamless experiences across multiple channels, but managing these campaigns can be tough. To succeed, brands need to understand the difficulties before they negatively impact their campaigns. Overcome these six challenges and craft true omnichannel marketing. ADAPT TO CUSTOMER PREFERENCES Thanks to customer-centric brands like Amazon and Netflix, the standards are high. Customers…<\/p>","protected":false},"author":10,"featured_media":10370,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[12],"tags":[21,14,20,22],"class_list":["post-10369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-analysis","tag-e-commerce","tag-omnichannel","tag-retail"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10369","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/comments?post=10369"}],"version-history":[{"count":1,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10369\/revisions"}],"predecessor-version":[{"id":10371,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/10369\/revisions\/10371"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/10370"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=10369"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=10369"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=10369"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}