Marketing rekomendacyjny – to rodzaj dzia\u0142a\u0144 marketingowych oparty na poleceniach os\u00f3b, kt\u00f3re ju\u017c wypr\u00f3bowa\u0142y dany produkt lub us\u0142ug\u0119. Zadowoleni klienci staj\u0105 si\u0119 osobami promuj\u0105cymi dan\u0105 mark\u0119, co przek\u0142ada si\u0119 na wi\u0119ksz\u0105 jej \u015bwiadomo\u015b\u0107 w gronie potencjalnych klient\u00f3w, popraw\u0119 rozpoznawalno\u015bci oraz wy\u017csze wyniki sprzeda\u017cowe. Podstaw\u0105 skuteczno\u015bci tej strategii s\u0105 wiarygodno\u015b\u0107 i zaufanie jakie potencjalni klienci maj\u0105 do aktualnych u\u017cytkownik\u00f3w danych produkt\u00f3w lub us\u0142ug.<\/p>\n\n\n\n
Rekomendacja, czyli polecenie czego\u015b osobom ze swojego otoczenia, mo\u017ce mie\u0107 charakter spontaniczny lub zaaran\u017cowany. W pierwszym przypadku inicjatywa wychodzi od zadowolonego klienta, kt\u00f3ry po wypr\u00f3bowaniu produktu lub us\u0142ugi ma szczer\u0105 ch\u0119\u0107 poinformowania o swoich odczuciach osoby ze swojego otoczenia. Przyk\u0142adem spontanicznego marketingu rekomendacyjnego mo\u017ce by\u0107 kole\u017canka zachwalaj\u0105ca us\u0142ugi swojej fryzjerki, albo bliska osoba u\u017cywaj\u0105ca wci\u0105\u017c p\u0142ynu do mycia jednej marki i g\u0142osz\u0105ca, \u017ce \u017caden inny nie sprawdzi\u0142 si\u0119 u niej lepiej. Podobn\u0105 funkcj\u0119 pe\u0142ni\u0105 w internecie komentarze klient\u00f3w na temat us\u0142ugi lub zakupionego produktu. Ryzyko rekomendacji spontanicznej polega na subiektywno\u015bci oceny – niekt\u00f3re cechy oferty atrakcyjne dla jednej grupy klient\u00f3w mog\u0105 by\u0107 odstr\u0119czaj\u0105ce dla innej. Warto mie\u0107 te\u017c na uwadze, \u017ce w zakres marketingu rekomendacyjnego spontanicznego wchodz\u0105 tak\u017ce komunikaty odradzaj\u0105ce te produkty lub us\u0142ugi, kt\u00f3re nie przynios\u0142y u\u017cytkownikowi satysfakcji. <\/p>\n\n\n\n
In addition to the natural reflex of sharing positive experiences, sales managers also undertake arranged activities consisting in actively obtaining recommendations. For this purpose, customers are asked to leave a comment on the website, often offering an additional benefit in return (e.g. in the form of a discount), or encouraged to share their opinion with others, e.g. through social media. <\/p>\n\n\n\n
Recommendation marketing is particularly effective among close people because their mutual trust translates into reduced criticism towards the product. When a friend or colleague from work talks about a successful purchase, the person listening to such a statement does not think that someone is trying to sell them something. Rather, the thought arises that "if she found this movie so interesting, maybe it's worth going to the cinema to see the recommended screening." <\/p>\n\n\n\n
The undoubted advantages of recommendation marketing include the ability to create, at a low cost, a base of loyal customers who have a positive attitude towards the company and have a higher than average result on the CLV scale (calculating the customer value based on the price and frequency of orders and the period of brand loyalty), which translates into increased profitability companies. Sellers also gain the invaluable opportunity to receive feedback that can provide suggestions on what next steps should be taken to increase customer satisfaction. <\/p>\n\n\n\n
Recommendation marketing is a strategy based on recommendations from satisfied customers that contribute to greater brand awareness, improve recognition and increase sales. Activities within this strategy are based on trust and credibility of recommendations, which translates into lower costs compared to traditional advertising, as well as higher effectiveness. Recommendations, both spontaneous and arranged, play a key role in building customer loyalty and acquiring new ones. Recommendation marketing also brings benefits in the form of feedback that helps improve your offering and increase customer satisfaction. <\/p>\n\n\n\n
Related entries:<\/p>\n\n\n\nMarketing plan<\/a>,\nimage creation<\/a>,\nbrand management<\/a>,\nmarketing planning<\/a>,\nimage creation<\/a>,\ncustomer acquisition<\/a>,\nsales audit<\/a>,\nbranding activities<\/a>,\ncreating a company brand<\/a>,\nimage creation <\/a>","protected":false},"excerpt":{"rendered":" Definicja Marketing rekomendacyjny – to rodzaj dzia\u0142a\u0144 marketingowych oparty na poleceniach os\u00f3b, kt\u00f3re ju\u017c wypr\u00f3bowa\u0142y dany produkt lub us\u0142ug\u0119. Zadowoleni klienci staj\u0105 si\u0119 osobami promuj\u0105cymi dan\u0105 mark\u0119, co przek\u0142ada si\u0119 na wi\u0119ksz\u0105 jej \u015bwiadomo\u015b\u0107 w gronie potencjalnych klient\u00f3w, popraw\u0119 rozpoznawalno\u015bci oraz wy\u017csze wyniki sprzeda\u017cowe. Podstaw\u0105 skuteczno\u015bci tej strategii s\u0105 wiarygodno\u015b\u0107 i zaufanie jakie potencjalni klienci […]<\/p>\n","protected":false},"template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-8409","dictionary","type-dictionary","status-publish","hentry"],"acf":[],"yoast_head":"\n