{"id":1733,"date":"2019-03-19T16:57:18","date_gmt":"2019-03-19T14:57:18","guid":{"rendered":"https:\/\/rocketing.hu\/?p=1733"},"modified":"2022-08-17T16:44:47","modified_gmt":"2022-08-17T14:44:47","slug":"mi-az-a-marketing-strategia","status":"publish","type":"post","link":"https:\/\/rocketing.hu\/mi-az-a-marketing-strategia\/","title":{"rendered":"Mi az a marketing strat\u00e9gia \u00e9s mi\u00e9rt fontos?"},"content":{"rendered":"<p>Sokan nem nem tudj\u00e1k, hogy mit tartalmaz egy marketing strat\u00e9gia, illetve azt sem, hogy mi\u00e9rt is fontos ez egy c\u00e9g \u00e9let\u00e9ben. Tapasztalataink sor\u00e1n m\u00e1r tal\u00e1lkoztunk olyan c\u00e9gekkel, akik al\u00e1becs\u00fclt\u00e9k ennek az elengedhetetlen alapk\u0151nek a jelent\u0151s\u00e9g\u00e9t. Sajnos ez hossz\u00fa t\u00e1von lass\u00fa v\u00e1llalati fejl\u0151d\u00e9shez, felesleges k\u00f6lt\u00e9shez, \u00e9s rosszul c\u00e9lzott k\u00f6z\u00f6ns\u00e9ghez vezetett.<\/p>\n<p>Tudj meg mindent a marketing terv szerep\u00e9r\u0151l cikk\u00fcnkb\u0151l.<br \/>\n<!--more--><\/p>\n<p><strong>A hazai piacon csak kev\u00e9s esetben tal\u00e1lkozunk olyan c\u00e9ggel, amelynek hely\u00e9n van az <a href=\"https:\/\/rocketing.hu\/miert-fontos-a-marketing\/\" target=\"_blank\" rel=\"noopener\">online marketing<\/a> strat\u00e9gi\u00e1ja.<\/strong> Az esetek nagy t\u00f6bbs\u00e9g\u00e9ben, az emberek \u00f6sszekeverik a taktik\u00e1t a strat\u00e9gi\u00e1val, vagy ezzel ellent\u00e9tben teljes m\u00e9rt\u00e9kben megtagadj\u00e1k a terv sz\u00fcks\u00e9gess\u00e9g\u00e9t. A cikk\u00fcnk c\u00e9lja az, hogy megismertess\u00fck a hazai c\u00e9geket a marketing strat\u00e9gia fontoss\u00e1g\u00e1val, l\u00e9p\u00e9seivel, tartalm\u00e1val.<\/p>\n<h2>Mi a marketing strat\u00e9gia?<\/h2>\n<p><strong>A marketing terv azoknak az elemz\u00e9seknek \u00e9s akci\u00f3terveknek az \u00f6sszess\u00e9ge, amely seg\u00edti a v\u00e1llalatot a piacra t\u00f6r\u00e9sben, illetve abban, hogy bev\u00e9tel\u00e9t n\u00f6velje az\u00e1ltal, hogy a megfelel\u0151 m\u00f3dszerekkel tal\u00e1lja \u00e9s sz\u00f3l\u00edtsa meg a term\u00e9ke vagy szolg\u00e1ltat\u00e1sa ir\u00e1nt \u00e9rdekl\u0151d\u0151 embereket.<\/strong> A marketing strat\u00e9gia egy c\u00e9g alapk\u00f6ve, egy olyan dokumentum, amihez b\u00e1rmikor lehet fordulni, ha marketinges k\u00e9rd\u00e9s mer\u00fcl fel, vagy a c\u00e9gen bel\u00fcl b\u00e1rki bizonytalan lenne a k\u00f6vetkez\u0151 l\u00e9p\u00e9sekr\u0151l.<\/p>\n<p>A marketingvstrat\u00e9gia meghat\u00e1rozza azokat a l\u00e9p\u00e9seket, melyekre alapozva a c\u00e9g k\u00e9pes teljes\u00edteni a c\u00e9lpiac elv\u00e1r\u00e1sait \u00e9s elk\u00e9pzel\u00e9seit. Olyan alapvet\u0151 t\u00e9nyeket foglal mag\u00e1ban, amik le\u00edrj\u00e1k a c\u00e9g piaci helyzet\u00e9t, marketing k\u00f6lts\u00e9geket, az eszk\u00f6zk\u00e9szletet, s\u0151t m\u00e9g priorit\u00e1si sorrendet is \u00e1ll\u00edt fel.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-1738 size-large\" src=\"https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/adult-analyzing-brainstorming-1483907-1-1024x922.jpg\" alt=\"Marketing strat\u00e9gia Rocketing\" width=\"1024\" height=\"922\" srcset=\"https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/adult-analyzing-brainstorming-1483907-1-1024x922.jpg 1024w, https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/adult-analyzing-brainstorming-1483907-1-300x270.jpg 300w, https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/adult-analyzing-brainstorming-1483907-1-768x691.jpg 768w, https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/adult-analyzing-brainstorming-1483907-1-720x648.jpg 720w, https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/adult-analyzing-brainstorming-1483907-1.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>Mi\u00e9rt sz\u00fcks\u00e9ges egy j\u00f3 marketing strat\u00e9gia?<\/h2>\n<ol>\n<li>Mert a defini\u00e1lt l\u00e9p\u00e9sek kivitelez\u00e9se, \u00e9s a j\u00f3 eredm\u00e9nyek megn\u00f6vekedett profitot gener\u00e1lnak.<\/li>\n<li>K\u00e9rd\u00e9ses szitu\u00e1ci\u00f3ban mindig lesz hova fordulni, hiszen a marketing strat\u00e9gia meghat\u00e1rozza, hogy mit, hol, hogyan \u00e9s mikor kell megtenni.<\/li>\n<li>A fel\u00e1ll\u00edt\u00e1sa sor\u00e1n elv\u00e9gzett piackutat\u00e1s seg\u00edt abban, hogy l\u00e9zerpontosan ismerd c\u00e9lpiacod, \u00e9s ne k\u00f6lts orm\u00f3tlan \u00f6sszegeket rosszul be\u00e1ll\u00edtott kamp\u00e1nyokra.<\/li>\n<li>Ez egy olyan forgat\u00f3k\u00f6nyv, ami \u00e9vekig elegend\u0151 feladatot \u00e9s \u00f6tletet ad sz\u00e1modra vagy az eg\u00e9sz marketinges csapatod sz\u00e1m\u00e1ra.<\/li>\n<li>Le\u00edrja, hogy \u00faj term\u00e9keidet hogyan tudod piacra dobni, illetve r\u00e9gi terveidet hogyan tudod felfuttatni.<\/li>\n<li>Egy j\u00f3l meg\u00edrt marketing elemz\u00e9s nemcsak az elad\u00e1saidra, hanem a c\u00e9ged eg\u00e9sz l\u00e9t\u00e9re hat\u00e1ssal van, hiszen mag\u00e1ba foglalja az \u00e1rk\u00e9pz\u00e9st, a c\u00e9lpiaccal val\u00f3 kommunik\u00e1ci\u00f3s csatorn\u00e1kat \u00e9s m\u00e9g abban is seg\u00edt, hogy a megfelel\u0151 embereket vedd fel meg\u00fcresedett marketinges poz\u00edci\u00f3idra.<\/li>\n<\/ol>\n<h3>A marketing terv alapjai, avagy <a href=\"https:\/\/rocketing.hu\/mik-a-marketing-strategia-elemei\/\" target=\"_blank\" rel=\"noopener\">mib\u0151l \u00e1ll egy marketing strat\u00e9gia?<\/a><\/h3>\n<ul>\n<li>Konkurencia elemz\u00e9s<\/li>\n<li>SWOT anal\u00edzis (er\u0151ss\u00e9gek, gyenges\u00e9gek, lehet\u0151s\u00e9gek \u00e9s vesz\u00e9lyek felm\u00e9r\u00e9se)<\/li>\n<li>C\u00e9lpiac elemz\u00e9s<\/li>\n<li>R\u00f6vid- \u00e9s hossz\u00fa t\u00e1v\u00fa c\u00e9lok fel\u00e1ll\u00edt\u00e1sa<\/li>\n<li>A c\u00e9g szlogenj\u00e9nek, \u00fczenet\u00e9nek kital\u00e1l\u00e1sa<\/li>\n<li>USP (Unique Selling Proposition) meghat\u00e1roz\u00e1sa, az az er\u0151ss\u00e9g, amivel a c\u00e9g kit\u0171nhet a konkurensek k\u00f6z\u00fcl<\/li>\n<li>Arculatelemz\u00e9s<\/li>\n<li>\u00c1rk\u00e9pz\u00e9s, \u00e1raz\u00e1s kialak\u00edt\u00e1sa<\/li>\n<li>Term\u00e9kek vagy szolg\u00e1ltat\u00e1sok piacra dob\u00e1si strat\u00e9gi\u00e1j\u00e1nak elk\u00e9sz\u00edt\u00e9se<\/li>\n<li>R\u00e9gi term\u00e9kek fellend\u00edt\u00e9s\u00e9nek taktik\u00e1i<\/li>\n<li>Hirdet\u00e9si megold\u00e1sok k\u00f6rvonalaz\u00e1sa<\/li>\n<li>Hirdet\u00e9s k\u00f6lts\u00e9gek meghat\u00e1roz\u00e1s<\/li>\n<li>L\u00e9tfontoss\u00e1g\u00fa c\u00e9ges statisztik\u00e1k fel\u00e1ll\u00edt\u00e1sa, p\u00e9ld\u00e1ul kos\u00e1r\u00e9rt\u00e9k, <a href=\"https:\/\/elemzeskozpont.hu\/melyik-vallalat-mukodik-hatekonyabban-roe-roa-roi-mutatok\" target=\"_blank\" rel=\"noopener\">ROI<\/a>, v\u00e1s\u00e1rl\u00f3 megszerz\u00e9s\u00e9nek k\u00f6lts\u00e9ge stb.<\/li>\n<li>Weboldal elemz\u00e9s<\/li>\n<li>Kulcssz\u00f3 kutat\u00e1s<\/li>\n<li>SEO felm\u00e9r\u00e9s<\/li>\n<li>Akci\u00f3k, aj\u00e1nlatok kital\u00e1l\u00e1sa<\/li>\n<li>Tartalom marketing \u00f6tletek felsorol\u00e1sa<\/li>\n<li><a href=\"https:\/\/rocketing.hu\/7-utos-online-marketing-eszkoz-a-konkurenciad-leelozesehez\/\" target=\"_blank\" rel=\"noopener\">Marketingeszk\u00f6z\u00f6k<\/a> meghat\u00e1roz\u00e1sa, melyekkel el\u00e9rhet\u0151 a c\u00e9lpiac<\/li>\n<li>Bel\u00e9p\u0151 term\u00e9kek kital\u00e1l\u00e1sa<\/li>\n<li>K\u00f6z\u00f6ss\u00e9gi m\u00e9dia taktik\u00e1k felv\u00e1zol\u00e1sa<\/li>\n<li>\u00dcgyf\u00e9lmegtart\u00e1s kialak\u00edt\u00e1sa<\/li>\n<\/ul>\n<p>Rem\u00e9lem, a marketing terv elemeinek list\u00e1ja \u00e9rthet\u0151v\u00e9 teszi azt, hogy mi\u00e9rt alapvet\u0151 egy ilyen dokumentum megl\u00e9te minden c\u00e9g \u00e9let\u00e9ben. Ez a kifullad\u00e1sig folytathat\u00f3 lista azt is megmutatja, hogy a marketingeseknek, akik ezt elk\u00e9sz\u00edtik, milyen sok szempontot figyelembe kell venni\u00fck, mennyire bele kell magukat \u00e1sniuk a statisztik\u00e1k \u00e9s marketing elemz\u00e9sek rengeteg\u00e9be. Pont ez a magyar\u00e1zat arra, hogy egy <a href=\"https:\/\/rocketing.hu\/rolunk\/\" target=\"_blank\" rel=\"noopener\">marketing \u00fcgyn\u00f6ks\u00e9ggel, vagy marketing v\u00e1llalkoz\u00f3val val\u00f3 egy\u00fcttm\u0171k\u00f6d\u00e9s<\/a> sor\u00e1n maga a strat\u00e9gia fel\u00e1ll\u00edt\u00e1sa egy <a href=\"https:\/\/rocketing.hu\/mennyibe-kerul-az-online-marketing\/\" target=\"_blank\" rel=\"noopener\">el\u00e9g jelent\u0151s befektet\u00e9s<\/a>.<\/p>\n<h4>&#8220;Igen-igen, de \u00e9n fejben m\u00e1r kital\u00e1ltam a strat\u00e9gi\u00e1t. Mi\u00e9rt fizessek ez\u00e9rt m\u00e1snak?&#8221;<\/h4>\n<p>Addig \u00e1ltal\u00e1ban mindenki eljut gondolatban, hogy a c\u00e9gnek sz\u00fcks\u00e9ge van bev\u00e9teln\u00f6vel\u00e9sre. Esetleg m\u00e9g egy-k\u00e9t \u00faj \u00f6tlet is felmer\u00fclhet, amit alkalmazva id\u0151szakos javul\u00e1st lehet \u00e9szrevenni. S\u0151t, leggyakrabban az fordul el\u0151, amikor a c\u00e9gvezet\u0151k \u00e1ll\u00edtj\u00e1k, hogy nekik fejben meg van az eg\u00e9sz strat\u00e9gia, nincs sz\u00fcks\u00e9g ezt le\u00edrni, hiszen el\u00e9g, ha \u0151k tudj\u00e1k. \u00dagyis \u0151k adj\u00e1k ki a feladatokat a hierarchi\u00e1ban alattuk dolgoz\u00f3knak.<\/p>\n<p>Igen \u00e1m, de \u00e1ltal\u00e1ban ki szokott der\u00fclni egy kis k\u00e9rdezget\u00e9s ut\u00e1n, hogy ez a fejben lev\u0151 strat\u00e9gia el\u00e9gg\u00e9 hi\u00e1nyos. Legt\u00f6bbsz\u00f6r hi\u00e1nyoznak bel\u0151le a konkr\u00e9t \u00e9s m\u00e9rhet\u0151 c\u00e9lok, a l\u00e9zerpontos c\u00e9lpiac-, \u00e9s konkurencia elemz\u00e9s. C\u00e9lok fel\u00e1ll\u00edt\u00e1sa n\u00e9lk\u00fcl egy c\u00e9g sem fog fejl\u0151dni. Ha nem ismerik a vev\u0151k\u00f6z\u00f6ns\u00e9g online viselked\u00e9s\u00e9t, akkor nagyon nagy szerencse kell ahhoz, hogy a megfelel\u0151 kamp\u00e1nyokat alkalmazz\u00e1k az el\u00e9r\u00e9s\u00fckh\u00f6z. Ha nem ismerik a&nbsp; konkurenci\u00e1t, honnan tudj\u00e1k, hogy mivel \u00e1llnak szemben az online t\u00e9rben? <strong>Ez olyan, mintha becsukott szemmel l\u00f6v\u00f6ld\u00f6zn\u00e9l rem\u00e9lve, hogy egyszer majd csak eltal\u00e1lod a c\u00e9lpontod.<\/strong><\/p>\n<p>Arr\u00f3l nem is besz\u00e9lve, hogy mi lesz a c\u00e9ggel, ha a bizonyos illet\u0151, aki a fej\u00e9ben hordozza a strat\u00e9gi\u00e1t lebetegszik, elutazik, vagy elhagyja a c\u00e9get?<\/p>\n<p>Am\u00edg ezen a &#8220;tanul\u00e1si&#8221; f\u00e1zison kereszt\u00fcl megy egy c\u00e9g, addigra sz\u00e1mos kudarcot, elpocs\u00e9kolt p\u00e9nzt \u00e9s ki\u00e1satlan lehet\u0151s\u00e9get hagy maga m\u00f6g\u00f6tt. Strat\u00e9gia n\u00e9lk\u00fcl \u00fajabb \u00e9s \u00fajabb \u00e9rdekl\u0151d\u0151 gener\u00e1l\u00e1si folyamat kezd\u0151dik el a c\u00e9gen bel\u00fcl, de az tov\u00e1bbra is k\u00e9rd\u00e9s marad, hogy mit kezdjenek vel\u00fck. Ezen a ponton a legt\u00f6bb c\u00e9g nem k\u00e9pes \u00f6ner\u0151b\u0151l t\u00faljutni. Ennek elker\u00fcl\u00e9se miatt is sz\u00fcks\u00e9ges az <a href=\"https:\/\/rocketing.hu\/marketing-101\/\" target=\"_blank\" rel=\"noopener\">\u00e1tfog\u00f3 piackutat\u00e1s \u00e9s az online marketing strat\u00e9gia.<\/a><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1742 size-large\" src=\"https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/business-idea-diagram-graph-40218-1-1024x683.jpg\" alt=\"Marketing terv Rocketing\" width=\"1024\" height=\"683\" srcset=\"https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/business-idea-diagram-graph-40218-1-1024x683.jpg 1024w, https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/business-idea-diagram-graph-40218-1-300x200.jpg 300w, https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/business-idea-diagram-graph-40218-1-768x512.jpg 768w, https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/business-idea-diagram-graph-40218-1-720x480.jpg 720w, https:\/\/rocketing.hu\/wp-content\/uploads\/2019\/03\/business-idea-diagram-graph-40218-1.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>Milyen a nyer\u0151 marketing strat\u00e9gia?<\/h2>\n<p>Ebben az ipar\u00e1gban az a sz\u00e9p, hogy minden term\u00e9k, c\u00e9g, \u00e9s szolg\u00e1ltat\u00e1s egyedi. Nincsen olyan marketing terv, ami univerz\u00e1lisan r\u00e1illene az ugyanarra a piacra dolgoz\u00f3 c\u00e9gekre. Ennek az oka az, hogy mindenki m\u00e1shogy akarja t\u00e1lalni term\u00e9k\u00e9t, a c\u00e9gek m\u00e1sban er\u0151sek vagy gyeng\u00e9k, \u00e9s m\u00e1s k\u00e9pess\u00e9g\u0171 vagy tud\u00e1s\u00fa emberek dolgoznak ott \u00e9s vezetik a c\u00e9get, \u00edgy k\u00fcl\u00f6nb\u00f6z\u0151 szempontokat tartanak fontosnak vagy kivitelezhet\u0151nek. Ezen fel\u00fcl, k\u00fcl\u00f6nb\u00f6zik a c\u00e9lpiac, \u00e9s emiatt a konkurensek is.<\/p>\n<p>A legnagyobb v\u00e1llalatok \u00e9vente fel\u00fclvizsg\u00e1ltatj\u00e1k marketing elemz\u00e9seiket, hiszen a mai vil\u00e1gban m\u00e1r olyan gyorsan v\u00e1ltozik az emberek online viselked\u00e9se, illetve az online algoritmusok, p\u00e9ld\u00e1ul Facebook vagy Google, hogy az alkalmazott marketing eszk\u00f6z\u00f6k l\u00e9tjogosults\u00e1ga is k\u00f6nnyen megv\u00e1ltozhat. Megeshet, hogy egy marketing eszk\u00f6z els\u0151 tesztel\u00e9sre hat\u00e1stalannak bizonyul, de egy \u00e9v m\u00falva m\u00e1r <a href=\"https:\/\/rocketing.hu\/social-media-riport-2022-uj-trendek-a-kozossegi-platformokon\/\" target=\"_blank\" rel=\"noopener\">az lesz a kap\u00f3s a c\u00e9lpiac sz\u00e1m\u00e1ra.<\/a> Ezen fel\u00fcl, gyakran j\u00f6nnek a k\u00e9pbe \u00faj lehet\u0151s\u00e9gek, amiket a piaci el\u0151ny megtart\u00e1sa c\u00e9lj\u00e1b\u00f3l figyelembe kell venni.<\/p>\n<p>Ha b\u00e1rmi k\u00e9rd\u00e9sed van a marketing strat\u00e9gia l\u00e9p\u00e9seir\u0151l, elemeir\u0151l, vagy ha Te is r\u00e1j\u00f6tt\u00e9l, hogy c\u00e9gednek sz\u00fcks\u00e9ge van egy marketing tervre a tov\u00e1bbi fejl\u0151d\u00e9shez, <a href=\"https:\/\/rocketing.hu\/ajanlatkeres\/\" target=\"_blank\" rel=\"noopener\">vedd fel vel\u00fcnk a kapcsolatot!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sokan nem nem tudj\u00e1k, hogy mit tartalmaz egy marketing strat\u00e9gia, illetve azt sem, hogy mi\u00e9rt is fontos ez egy c\u00e9g \u00e9let\u00e9ben. Tapasztalataink sor\u00e1n m\u00e1r tal\u00e1lkoztunk olyan c\u00e9gekkel, akik al\u00e1becs\u00fclt\u00e9k ennek az elengedhetetlen alapk\u0151nek a jelent\u0151s\u00e9g\u00e9t. Sajnos ez hossz\u00fa t\u00e1von lass\u00fa v\u00e1llalati fejl\u0151d\u00e9shez, felesleges k\u00f6lt\u00e9shez, \u00e9s rosszul c\u00e9lzott k\u00f6z\u00f6ns\u00e9ghez vezetett. Tudj meg mindent a marketing terv [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3777,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[22,11],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mi az a marketing strat\u00e9gia \u00e9s mi\u00e9rt fontos? - Rocketing Online Marketing<\/title>\n<meta name=\"description\" content=\"A marketing strat\u00e9gia abban seg\u00edt,, hogy a v\u00e1llalatok a k\u00f6vetkez\u0151 fokozatba kapcsolhass\u00e1k m\u0171k\u00f6d\u00e9s\u00fcket \u00e9s folyamataikat.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rocketing.hu\/mi-az-a-marketing-strategia\/\" \/>\n<meta property=\"og:locale\" content=\"hu_HU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mi az a marketing strat\u00e9gia \u00e9s mi\u00e9rt fontos? 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