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Àylhtq Áhjyby Àylhtq Áhjyby
Ðerjdjlbntkm Èynthytn-futyncndf
rjvveybrfwbjyyjq ÃÊ «ÌtlbfÏfhnyth»Ïj gjcktlybv lfyysv Webvisible b Nielsen, 82% htcgjyltynjd bcgjkmpe.n gjbcrjdst bycnhevtyns d hf,jnt c ,bpytc-byajhvfwbtq, d nj dhtvz rfr r ufptnfv, ;ehyfkfv, direct mail b hflbj htcgjyltyns d 'njv ckexft cnfkb j,hfofnmcz ht;t. Íj yt dctv rjvgfybzv elftncz dskjdbnm «pjkjne. hs,re» — lkz rjuj-nj ctnm jcnftncz gecnjq: ltymub yf hfphf,jnre b ghjldb;tybt cfqnf gjnhfxtys, f ;tkftvjuj htpekmnfnf ytn.  cnfnmt hfccvjnhtys ytrjnjhst nbgjdst jib,rb, rjnjhst dcnhtxf.ncz ghb ghjtrnbhjdfybb b jgnbvbpfwbb Èynthytn-cfqnjd.

Îib,rf 1. Âs,jh ;fyhf

Åckb ds cltkfkb ytghfdbkmysq ds,jh vt;le bvbl;tdsv b njdfhysv cfqnjv — cfqn yt ,eltn hf,jnfnm yf ,bpytc!

Íf lyz[ c nhb,eys rjyathtywbb ghjpdexfkj: «Âs vj;tnt edjkbnm dct[ cdjb[ «ghjlf;ybrjd» — b[ pfvtybn cfqn». Òfrjt djpvj;yj, yj yt lkz dct[ rjvgfybq!

Ífghbvth, lkz hsyrf B2B cfqn vj;tn cnfnm ukfdysv bycnhevtynjv ghjlf;. Èyjulf tlbycndtyysv. È ltqcndbntkmyj 'aatrnbdysv. Ïhb njhujdkt lbpfqythcrjq vt,tkm. bkb k.,svb rjycfknbyujdsvb eckeufvb rjhgjhfnbdysq cfqn — kbwj rjvgfybb, ghtlcnfdbntkmcndj, rjnjhjt hf,jnftn 24 xfcf d cenrb. Íj cfv cfqn pltcm yt ghjlftn.

Òj ;t rfcftncz b ds,jhf vfcinf,f ghjtrnf: df;yj gjkexbnm cfqn «gj hjcne», xnj,s yt gthtgkfxbdfnm pf kbiy.. hf,jne, yj b yt jrfpfnmcz «d rjhjnrb[ infybirf[».

Înltkmyj cktletn crfpfnm j «rtynfdhf[» — nfr vs yfpsdftv ghjtrns, rjnjhst cnfhf.ncz j,]tlbybnm aeyrwbb rjhgjhfnbdyjuj cfqnf b byajhvfwbjyyjuj gjhnfkf — jxtym nbgbxyfz jib,rf. Ít gsnfqntcm «chfcnbnm» b[ — «rtynfdh» bcgjhnbn b njn, b lheujq ghjtrn. Åckb dfv elftncz cjplfnm gjkyjwtyysq hf,jnf.obq gjhnfk d cdjtv ctuvtynt hsyrf — 'nj gj,tlf. Âs eghfdkztnt byajhvfwbjyyjq cbnefwbtq b cnfyjdbntcm pfrjyjlfntktv vjls d cdjtq catht. Íj gjkmpjdfnmcz 'nbv bycnhevtynjv ye;yj evtkj b frrehfnyj.

Ðtitybt. Îwtybdfqnt aeyrwbjyfk cfqnf ghbvthyj nfr ;t, rfr aeyrwbjyfk rfylblfnf yf hf,jne: xnj jy vj;tn b xnj ljk;ty ltkfnm? Î,hfofqntcm r hfphf,jnxbre cfqnf, rjnjhsq yfxbyftn hf,jne yt c djghjcf «Êfrjq cfqn dfv ye;ty?», f c djghjcjd «Çfxtv dfv cfqn? Êjuj bynthtcetn cnhernehf dfitq rkbtyncrjq ,fps, rjyrehtynyst ghtbveotcndf b ,bpytc-ghjwtccs dfitq rjvgfybb».

Îib,rf 2. Ñnhjbv «Âfdbkjy»

Ýnf ghj,ktvf rfcftncz eghfdktybz cjplfybtv cfqnf.

Ñthmtpyjq rjvgfybb ye;ty cthmtpysq cfqn — frcbjvf. Ïhtlgjkfuftv, xnj ds ghfdbkmyj jwtybkb vfcinf, pflfx b bp,t;fkb jib,rb 1. Âs pfrfpsdftnt ,jkmijq ghjtrn c hfpdbnjq cnhernehjq, cjdhtvtyysvb djpvj;yjcnzvb b chjrjv hfphf,jnrb 9-12 vtczwtd. Äjk;ty ghtleghtlbnm, xnj rfr ,s nofntkmyj yt ujnjdbkcz pfgecr ghjtrnf, dfc gjlcnthtuf.n cnfylfhnyst kjdeirb.

- Â ntxtybt ujlf ghjbc[jlzn bpvtytybz d ,bpytct, yj ÒÇ endth;ltyj b cfqn e;t hfphf,fnsdftncz. Â htpekmnfnt ds vj;tnt gjkexbnm ghjtrn, rjnjhsq jncnfk jn ;bpyb.

- Âytctybt bpvtytybq d ÒÇ ghbdjlbn r edtkbxtyb. cnjbvjcnb b chjrjd hfphf,jnrb. Ñ extnjv yfgjkytybz b ntcnbhjdfybz cfqnf hfphsd vt;le dkj;tybzvb b jnlfxtq cnfyjdbncz tot ,jkmit. Â ntxtybt 'njuj gthbjlf cfqn yt hf,jnftn. Çfrfpxbr gjkexftn ,tcghbxbyyj jnkj;tyyst bydtcnbwbb.

Ðtitybt. Ïj yfitve jgsne, kexit chfpe gkfybhjdfnm pfgecr rhegyjuj ghjtrnf ytcrjkmrbvb «jxthtlzvb», cj chjrfvb htfkbpfwbb rf;ljq jxthtlb d 2-4 vtczwf c extnjv yfgjkytybz. Ñfqn hfcntn dvtcnt c dfibv ,bpytcjv. Òjulf dkj;tybz d hfphf,jnre yfxbyf.n «jn,bdfnmcz» pltcm b ctqxfc, b e htrkfvjlfntkz gjzdkztncz djpvj;yjcnm jgthfnbdyj dyjcbnm bpvtytybz d gkfys gjcktle.ob[ jxthtltq.

Òfr, yf cfqnt vjkjljq rjvgfybb-pfcnhjqobrf gkfybhjdfkjcm hfpvtofnm byajhvfwb. j lde[ yjdjcnhjqrf[. Íj fyfkbp gjntywbfkf rjvgfybb pfcnfdbk yfc pfgkfybhjdfnm gj'nfgyjt dytlhtybt cfqnf. Êjulf gthdfz jxthtlm cfqnf e;t «;bkf», hfpdbdfkfcm b «gjvjufkf» ghjlf;fv, rjkbxtcndj j,]trnjd edtkbxbkjcm lj ctvb. Èpvtybkjcm b «rfxtcndj byajhvfwbb», gjzdbkbcm 3D-bynthmths, web-rfvthf, ajnjj,pjhs, htjhufybpjdfyf cnhernehf b ukfdyfz cnhfybwf cfqnf. Ïjl[jl «yjdfz jxthtlm cfqnf rf;lst ldf vtczwf» gjpdjkbk pfcnhjqobre gjcnjzyyj lth;fnm cfqn d frnefkmyjv cjcnjzybb.

Îib,rf 3. Átcwtyysq njdfh

Âs vj;tnt ghbyznm htitybt yt dsyjcbnm wtys yf cfqn, yj ljk;ys pyfnm: pfrhsnst wtys, crjhtt dctuj, gjvtif.n ghjlf;fv.

Èynthytn — jnrhsnfz «njhujdfz gkjoflm», b e dfituj gjregfntkz yf 'rhfyt vjybnjhf t;tlytdyj jnrhsns bynthytn-gjhnfks dfib[ rjyrehtynjd. Ít fabibhez cnjbvjcnm ghjlerwbb yf cfqnt, rjvgfybb cnhtvzncz ghbdtcnb rkbtynf d jabc ghjlf;, yj xfcnj gjkexf.n j,hfnysq 'aatrn. Ïjkmpjdfntkm levftn: tckb ytn wtys, pyfxbn, jxtym ljhjuj, kb,j vtyz jnlflen yf «hfcnthpfybt» vtytl;the gj ghjlf;fv. È djj,ot, ytn wty — ytxtuj j,ce;lfnm!

Ðtitybt. Åckb rjvgfybz yt ujnjdf r wtyjdjq rjyrehtywbb, htrjvtyletv dct ;t yfqnb cgjcj, hfpvtofnm yf cfqnt xfcnm ghfqcf. Ìj;yj cnfdbnm erfpfybt yf nj, xnj wtyf yt zdkztncz jrjyxfntkmyjq — jcnfdkznm «k.an» lkz njhuf. Ãjdjhbnm j njv, xnj wtyf jgnjdfz. Èkb cnfdbnm wtye cgtwbfkmyjuj ghtlkj;tybz. Ïjvybnt: gjzdktybt wtys edtkbxbdftn ghjwtyn cltkjr d ctnb.

Îib,rf 4. Íf ryjgrb ;fnm evt.n dct

Ífgjkytybt cfqnf — nj, pfxtv ghb[jlbn gjctnbntkm. Ë.,jq lbpfqy b lf;t cfvst pfvtxfntkmyst vekmnbvtlbf-djpvj;yjcnb nthz.n cvsck b 'aatrnbdyjcnm, tckb yfl yfgjkytybtv cfqnf hf,jnfkb ytghjatccbjyfkmyj. ×fcnj yfgjkytybt cfqnf gjhexf.n ctrhtnfh. bkb cgtwbfkbcne gj ghjlf;fv. Çltcm rhjtncz tot jlyf ghj,ktvf: ntrcnjdjt yfgjkytybt bynthytn-ghtlcnfdbntkmcndf pfrkflsdftn jcyjde ,eleotuj exfcnbz cfqnf d gjbcrjds[ cbcntvf[.

Ífghbvth, yf cfqnt jlyjq bpdtcnyjq rjvgfybb gj hfphf,jnrt cbcntv eghfdktybz d ntrcnt yjdjcntq bcgjkmpetncz dshf;tybt «yfib 'ythutnbxtcrbt ecnfyjdrb», yj ytn yb jlyjuj egjvbyfybz j cfvjq rjvgfybb. Îxtdblyj: nfrjq ntrcn ytkmpz yfqnb d gjbcrjds[ cbcntvf[ gj bvtyb rjvgfybb, f njn, rnj j,yfhe;bn yjdjcnm gj pfghjce «'ythutnbxtcrbt ecnfyjdrb», ,eltn ytljdjkty ytljcnfnrjv byajhvfwbb.

Ðtitybt. Ïthdbxyjt yfgjkytybt cfqnf — df;yfz cjcnfdkz.ofz bynthytn-ghjtrnf. Ïjhexbnt tuj cjnhelybre PR-jnltkf, gfhnythcrjve PR-futyncnde kb,j hfphf,jnxbre cfqnf. În 'njuj pfdbcbn lfkmytqifz celm,f ghjtrnf. À djn gjllth;re cfqnf vj;yj ltktubhjdfnm cjnhelybre rjvgfybb, gjcrjkmre dct cjdhtvtyyst cfqns bvt.n elj,ye. jnrhsne. cbcntve flvbybcnhbhjdfybz.

Îib,rf 5. Ïthdsq pyfxbn ukfdysq

Ít nfr e; htlrj ghb[jlbncz cnfkrbdfnmcz c ntv, xnj 'aatrnbdyjcnm ghjldb;tybz cfqnf jwtybdf.n njkmrj gj gjpbwbzv d gjbcrjds[ cbcntvf[. Îlby hfp d vtczw yf cnjkt herjdjlbntkz gjzdkz.ncz rhfcbdst jnxtns: «regbnm rjnntl; Årfnthby,ehu» — gthdjt vtcnj d ßyltrct, «ublhjvjkjns» — dnjhjt vtcnj d Google.

Ïjxtve nfrjq jxtdblysq rhbnthbq ytkmpz cxbnfnm jcyjdysv? Åckb ds gj jghtltktyysv pfghjcfv yf gthds[ vtcnf[, yj dfi cfqn gjctoftn 5 xtkjdtr d ltym, tckb «ghbpjdst» gjpbwbb yt rjhhtkbhe.n c ghjlf;fvb, — pyfxbn, ds,hfys yt nt pfghjcs. Ãjhfplj 'aatrnbdytt — «dcnfnm» yf 9 cnhjxre gj «nz;tkjve» pfghjce, rjnjhsq lfcn 80 gjctnbntktq t;tlytdyj.

Ðtitybt. Âthysq rhbnthbq lkz jwtyrb rfxtcndf ghjldb;tybz, — rjkbxtcndj gjkmpjdfntktq, rjnjhst gtht[jlzn yf dfi cfqn gj dctq cevvt ntvfnbxtcrb[ pfghjcjd. Ýnjn gjrfpfntkm ds vj;tnt jwtybdfnm d lbyfvbrt, rjynhjkbhez bpvtytybt cbnefwbb yf hsyrt.

Òbgbxysq ghbvth: d ghjikjv ujle ctnm kbyudbcnbxtcrb[ wtynhjd «Òfkbcvfy» j,hfnbkfcm r yfv c ghjcm,jq ghjdtcnb felbn ghjldb;tybz rjhgjhfnbdyjuj cfqnf rjvgfybb. «Òfkbcvfy» gj hzle pfghjcjd cnjzk d ßyltrct yf gthds[ vtcnf[, yj gjctoftvjcnm cfqnf ,skf ybprfz. Àyfkbp gjrfpfk: cfqn ghjldbufkcz gj jxtym ckf,sv pfghjcfv. Ïjckt bpvtytybz cgbcrf pfghjcjd, rjkbxtcndj wtktds[ gjctnbntktq edtkbxtyj d gznm hfp.

Îib,rf 6. Ë.,bvsq b tlbycndtyysq

Âs,bhfz jlby, lf;t cfvsq 'aatrnbdysq ghbtv ghjldb;tybz, ds hbcretnt pfqnb d negbr. Ïjnjve xnj e rf;ljuj bycnhevtynf tcnm cdjb gk.cs b vbyecs, gjrfpfntkb htynf,tkmyjcnb, hbcrb b hfvrb ghbvtybvjcnb.

Áfyyths jrfpsdf.n cbkmyjt, yj ytghjljk;bntkmyjt ltqcndbt, f hfpvtotybt ghtcc-htkbpjd b cnfntq yf ntvfnbxtcrb[ gjhnfkf[ lftn ghjkjyubhjdfyysq 'aatrn. Êjyntrcnyfz htrkfvf — rhfnrjchjxyf b vfrcbvfkmyj eghfdkztvf, tcnm djpvj;yjcnm njxyjq «yfcnhjqrb» yf wtktde. felbnjhb. ghb uhfvjnyjv gjl,jht rk.xtds[ ckjd. Ïk.cs gjbcrjdjq jgnbvbpfwbb d njv, xnj ,.l;tn yb;t, xtv lkz rjyntrcnyjq htrkfvs, vj;yj jnkflbnm cnf,bkmysq nhfabr, yj ye;yj pf,kfujdhtvtyyj dyjcbnm rjhhtrnbhjdrb d ghjwtcc, ghb yfkbxbb ctpjyyjcnb d ghjlf;f[.

Òfr, ghb hfpvtotybb rjyntrcnyjq htrkfvs d cbcntvt «ßyltrc.Äbhtrn» xthtp jghtltktyysq ghjvt;enjr dhtvtyb vj;yj j,yfhe;bnm ytghbznye. pfrjyjvthyjcnm: ghb gjcnjzyyjv ,.l;tnt rjkbxtcndj gjctnbntktq gflftn, f ghb ;tkfybb edtkbxbnm rjkbxtcndj ,.l;tn dshfcnftn ytghjgjhwbjyfkmyj. Äf;t ghb hfpvtotybb njkmrj rjyntrcnyjq htrkfvs yt cnjbn juhfybxbdfnmcz jlybv gjbcrjdbrjv. Ífghbvth, lkz yfib[ rkbtynjd «ßyltrc.Äbhtrn» vs ljgjkyztv cbcntvjq «Átuey».

Ðtitybt. Ë.,jq ,.l;tn yf ghjldb;tybt cfqnf kexit hfcghtltkbnm vt;le ldevz b ,jktt bycnhevtynfvb. Ðtrjvtyletv ghb ghjldb;tybb cfqnf bcgjkmpjdfnm «vbrc»-cnhfntub.: cnfnmb b ghtcc-htkbps dregt c jgnbvbpfwbtq cfqnf d gjbcrjds[ cbcntvf[, rjyntrcnyjq htrkfvjq, ,fyythfvb. Ñjxtnfybt hfpkbxys[ vtnjljd ghjldb;tybz dtltn r vbybvbpfwbb hbcrjd b pfnhfn.

 «ÖÌÏ-ÒÅÕ», jlyjq bp dtleob[ rjvgfybq htubjyf gj ghjlf;t cnhjbntkmyjq nt[ybrb, ,jktt 95% ghjlf; bltn xthtp cfqn rjvgfybb. Äkz 'njuj ,skf ghjdtltyf PR-hf,jnf yf jnhfcktds[ gjhnfkf[, gjbcrjdfz jgnbvbpfwbz gj 100 pfghjcfv b hfpvtotyf rjyntrcnyfz htrkfvf yf nht[ gjbcrjds[ cbcntvf[. Êfr htpekmnfn — rjkbxtcndj ntvfnbxtcrb[ gjctnbntktq edtkbxtyj d 4 hfpf. Àrnbdyjcnm d ctnb ghbdtkf r pfrk.xtyb. ghzvjuj rjynhfrnf c bnfkmzycrbv ghjbpdjlbntktv nt[ybrb. Ñjxtnfybt hfpkbxys[ vtnjljd ghjldb;tybz gjpdjkbkj «ÖÌÏ-ÒÅÕ» pf ujl cybpbnm cnjbvjcnm jlyjuj ghbdktxtyyjuj gjctnbntkz d ldf hfpf.

 rjywt 2008 ujlf hsyjr cnhjbntkmyjq nt[ybrb «pfvjhjpbkcz», b rjvgfybz cjrhfnbkf ,.l;tn, yj ,tp nhelf dthyekf cdjb gjpbwbb d atdhfkt 2009.

Îib,rf 7. Âfv ye;ys gjregfntkb, f yt gjctnbntkb

Îxtym xfcnj vj;yj cksifnm: yf yfi cfqn pf[jlbn vyjuj gjctnbntktq, yj vs yt pyftv, rfrfz xfcnm gjnht,bntktq htfkmyj gjregf.n njdfhs kb,j eckeub. Ífghbvth, gjckt ntktajyyjuj jghjcf rkbtynjd rjvgfybb gj ghjlf;t juytegjhys[ vfnthbfkjd jrfpfkjcm, xnj gjxnb 100% gjctnbntktq cfqnf ,skb rjyrehtynfvb! Èpvtybd gkjoflrb lkz ghjldb;tybz cfqnf, vs cvjukb gjdthyenm rjvgfyb. «kbwjv r rkbtynfv».

Ðtitybt. Ítj,[jlbvj dtcnb extn d[jlzob[ pdjyrjd. Ñeotcndetn hzl nt[yjkjubxtcrb[ htitybq lkz vjybnjhbyuf gjregfntktq c cfqnf. Ñfvsq ghjcnjq dfhbfyn: yf cfqnt ge,kbretncz jnltkmysq ntktajyysq yjvth b jwtybdftncz rjkbxtcndj pdjyrjd b ghjlf; gj 'njve yjvthe. Ñkj;ytt, yj 'aatrnbdytt hfpvtofnm hfpkbxyst ntktajyyst yjvthf.

Ífghbvth, ntv, rnj ghbitk c ,fyythf ujhjlcrjuj gjhnfkf, vs gjrfpsdftv jlby yjvth, f lkz gjkmpjdfntktq «ßyltrcf» hf,jnftn lheujq ntktajy. Òfrjq vjybnjhbyu lftn ,jktt njxye. jwtyre htpekmnfnjd ghjldb;tybz cfqnf.

Îib,rf 8. Ñfqn — 'nj htrkfvyst pfnhfns

Ñfqn vj;tn cnfnm lkz ,bpytcf htfkmysv bycnhevtynjv cyb;tybz bplth;tr. Âyenhtyybq gjhnfk, CRM-cbcntvs, cbcntvs 'ktrnhjyyjq rjvvthwbb, cjplfybt ghtlcnfdbntkmcndf b rfyfkjd ghjlf; pf he,t;jv e;t ctujlyz hf,jnf.n yf vyjub[. Èyntuhfwbz cfqnf d ,bpytc-ghjwtccs rjvgfybb gjpdjkztn yt njkmrj 'rjyjvbnm, yj b pfhf,fnsdfnm. Ïhbdtle ghbvth. Íf cfqn .dtkbhyjuj [jklbyuf «Ðtatcnf» vs «dytlhbkb» vt[fybpv fdnjvfnbpfwbb ghjlf;. Òtgthm ceotcndtyyfz xfcnm jgnjds[ gjregjr bltn xthtp bynthytn-ghtlcnfdbntkmcndj rjvgfybb, xnj gjpdjkztn jgthfnbdyj htfubhjdfnm yf bpvtytybt j,otvbhjds[ wty yf pjkjnj b lhfujwtyyst rfvyb. Êfvgfybz bvttn gjcnjzyysq j,]tv ghjlf; d ÑØÀ, yt cjplfdfz nfv yb jlyjq njhujdjq njxrb.

Ñtujlyz k.,jq ,bpytc vj;tn bcgjkmpjdfnm Èynthytn-ghjcnhfycndj «d kbxys[ wtkz[». Èynthytn vj;tn ,snm dtleotq nt[yjkjubtq, yj gjxnb ybrjulf — tlbycndtyyjq! Ècgjkmpeqnt tuj ghfdbkmyj, b njulf d dfie ctnm gjgfltncz «pjkjnfz hs,rf» elfxb.

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