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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Èynthytn-njhujdkz cnfyjdbncz jcj,tyyj ghbdktrfntkmyjq ctqxfc, rjulf gjnht,bntkmcrbq cghjc gflftn, b rjyrehtywbz d hjpybxys[ njxrf[ j,jcnhztncz. ßhrbq njve ghbvth – hsyjr ,snjdjq nt[ybrb b 'ktrnhjybrb. Ïhjlf;b 'njq rfntujhbb njdfhjd xthtp bynthytn d gjcktlytt dhtvz hjckb yf gjhzljr ,scnhtt jaakfqyjds[ – lj 150-300% d ujl. Îxtdblyj, xnj d ceotcnde.ob[ eckjdbz[ lkz dct[ exfcnybrjd hsyrf yfb,jktt wtyysq htcehc – bynthytn-felbnjhbz, ecgtiyfz hf,jnf c rjnjhjq gjvj;tn cukflbnm ytufnbdyst gjcktlcndbz jn cjrhfotybz cghjcf d nhflbwbjyyjq hjpybwt. Êhegyst hbntqkjdst ctnb lfdyj cnegbkb yf 'njn genm – ljcnfnjxyj crfpfnm, xnj e;t r 2008 ujle d ltcznrt rhegytqib[ bynthytn-vfufpbyjd heytnf ,skb ghtlcnfdktys ghjtrns «Ì.Âbltj», «Òt[yjcbks», «Ñdzpyjuj» b «Ådhjctnb». Ãjhfplj ckj;ytt ghb[jlbncz ghjbpdjlbntkzv, dtlm cjplfybt cj,cndtyys[ njxtr bynthytn-ghjlf; nht,etn pyfxbntkmys[ dkj;tybq b ghbdjlbn r rjyrehtywbb c cj,cndtyysvb gfhnythfvb-htctkkthfvb. Ñeotcnde.obt dbls bynthytn-htrkfvs kb,j jhbtynbhjdfys yf hjpybxys[ ghjlfdwjd, kb,j yt jhbtynbhjdfys yf ghjlf;b. Êfr ;t vjuen gjdscbnm c,sn d bynthytn-chtlt Bosch, Zanussi b lheubt ghjbpdjlbntkb? Âs,jh j,vfyxbd Ïhtlgjkj;bv, xnj yfv ytj,[jlbvj cnbvekbhjdfnm ghjlf;b [jkjlbkmybrjd. Êfrbt djpvj;yjcnb yfv lftn bynthytn-htrkfvf? Íf edtkbxtybt ghjlf; j,sxyj yfwtktys nfrbt dbls ghjldb;tybz d ctnb, rfr rjyntrcnyfz htrkfvf b SEO. Íj vj;tn kb ghjbpdjlbntkm 'aatrnbdyj b[ bcgjkmpjdfnm? Âtlm 'nj jpyfxftn, xnj tve ghbltncz rjyrehbhjdfnm pf vtcnj d htpekmnfnf[ gjbcrf b pf gjpbwbb d htrkfvys[ ,kjrf[ cj cdjbvb ;t gfhnythfvb – bynthytn-vfufpbyfvb, ghjlf.obvb nt ;t [jkjlbkmybrb. Êhjvt njuj, relf ghbdtltn pfbynthtcjdfditujcz gjkmpjdfntkz nfrfz htrkfvf? Íf cjplfyyjv cfqnt ghjbpdjlbntkz j,sxyj tcnm jgbcfybt njdfhf, yj ytn djpvj;yjcnb tuj regbnm. Ñjplfybt cj,cndtyyjuj bynthytn-vfufpbyf, rfr e;t ,skj crfpfyj, cdzpfyj c pfnhfnfvb b gjhj;lftn ytye;ye. rjyrehtywb. c htctkkthfvb. Ìtlbqyfz htrkfvf yf ntvfnbxtcrb[ gkjoflrf[ lfcn yfv ljcneg r bynthytn-felbnjhbb, bynthtce.otqcz ,snjdjq nt[ybrjq. Äheujt ltkj – gjvj;tn kb jyf edtkbxbnm ghjlf;b? Âtlm vtlbqyfz htrkfvf yt ghbdzpfyf r rjyrhtnysv gjbcrjdsv pfghjcfv b gjrfpsdftncz vfccjdjq, yt ctuvtynbhjdfyyjq bynthytn-felbnjhbb. À nj, xnj njn bkb byjq gjkmpjdfntkm gjctoftn cfqn, nfr bkb byfxt rfcf.obqcz ,snjdjq nt[ybrb, djdct yt jpyfxftn, xnj jy [jxtn tt regbnm. È ntv ,jktt 'nj yt jpyfxftn, xnj jy [jxtn regbnm tt ghzvj ctqxfc. Ñ njxrb phtybz cnbvekbhjdfybz ghjlf; bcgjkmpjdfnm vtlbqye. htrkfve yf yjdjcnys[ b ntvfnbxtcrb[ cfqnf[ — 'nj dct hfdyj, xnj ghjlfdfnm [jkjlbkmybrb d jlyjv rjywt Ìjcrds, f ,bk,jhls c b[ htrkfvjq hfpvtofnm d lheujv. Ífv ;t ytj,[jlbvf htrkfvf hzljv c vfufpbyjv, d cfvjv vfufpbyt b yf njv cfvjv vtcnt, ult [jkjlbkmybr cnjbn. Âs[jl tcnm ×nj j,sxyj ltkftn ghjbpdjlbntkm, rjnjhjve ye;yj cnbvekbhjdfnm ghjlf;b d j,sxyjq hjpybwt? Ïhjdjlbn BTL-rfvgfyb.. Ïjxtve ,s yt cltkfnm nj ;t cfvjt d bynthytn-vfufpbyf[? Äj gjcktlytuj dhtvtyb 'nj ,skj nhelyjjceotcndbvj: yt ,skj cnfylfhnys[ ajhvfnjd nfrjq htrkfvs, yt ,skj b htrkfvyjq ctnb, j,tcgtxbdf.otq ytj,[jlbvsq lkz rhegys[ ,htyljd j[dfn. Ìt;le ntv htitybt 'njq ghj,ktvs ghjcnjt b jxtdblyjt – cjplfnm ctnm htrkfvs d bynthytn-vfufpbyf[?» Âtlm bynthytn vj;tn yt njkmrj j,tcgtxbnm ,htylfv dct dsujls nhflbwbjyyjq POS-htrkfvs, yj b gjlfhbnm wtksq hzl yjds[ djpvj;yjcntq. Ñfvst j,sxyst ,fyyths pf cxtn bcgjkmpjdfybz fybvfwbb ,elen ybxenm yt [e;t gjcnthjd, dj,kthjd bkb itkanjrthjd. Ècgjkmpjdfybt d bynthytn-htrkfvt pderf nfr;t edtkbxbdftn ifycs yf nj, xnj htrkfvyjt cjj,otybt ghbdktxtn dybvfybt felbnjhbb. Ýaatrnbdysv vj;tn jrfpfnmcz b djdktxtybt gjnht,bntktq d ltqcndbt c gjvjom. jykfqy-ntcnjd bkb buh, ntvfnbxtcrb cdzpfyys[ c htrkfvbhetvsv njdfhjv («Çyftnt kb ds, rfr ghfdbkmyj ds,hfnm [jkjlbkmybr?»). Âjdktxm gjctnbntkz d buhe gjvj;tn djpyfuhf;ltybt — crblrf bkb gjlfhjr, dsbuhsi rjnjhjuj gjcke;bn jnkbxysv cnbvekjv r gjregrt. Ñ ex¸njv ctujlyziytuj hfpdbnbz bynthytn-htrkfvs – dc¸ 'nj htfkbpetvj. Äf;t ghjcnst ,fyyths b ghbjhbntnyfz dsrkflrf – cnfylfhnyst htrkfvyst yjcbntkb – ,elen 'aatrnbdysvb. Âtlm cfqns bynthytn-vfufpbyjd, d jnkbxbt jn yjdjcnys[ b ntvfnbxtcrb[ gjhnfkjd, gjctof.n ,tp gznb vbyen gjregfntkb! Çtdfrfv nen yt vtcnj Äjkz gjregfntktq chtlb gjctnbntktq vfufpbyjd pfdtljvj dsit, xtv chtlb fdnjvj,bkbcnjd, hfpukzlsdf.ob[ d ghj,rf[ ,bk,jhls, bkb xbnfntktq vjlys[ ;ehyfkjd. Òfr b chtlb gjctnbntktq bynthytn-vfufpbyjd gjregfntktq pfvtnyj ,jkmit, xtv chtlb gjkmpjdfntktq bynthytnf d wtkjv. Ífhe;yfz htrkfvf b hfpvtotybt d ÑÌÈ dsgjkyz.n pflfxe jn,jhf wtktdjq felbnjhbb lkz jaakfqyjds[ vfufpbyjd; bynthytn-vfufpbys c njq ;t wtkm. bcgjkmpe.n SEO, rjyntrcnye. htrkfve b njdfhyst fuhtufnjhs. Èynthytn-vfufpbys nhfnzn ytvfkj ltytu b cbk yf ghbdktxtybt gjctnbntktq, ujnjds[ gjregfnm. Ïj'njve hfpvtotybt htrkfvs ,htylf yf cnhfybwt c cjjndtncnde.obvb njdfhfvb – yt njkmrj jnkbxyfz djpvj;yjcnm gjdkbznm yf ds,jh gjkmpjdfntkz, yj b ufhfynbhjdfyysq htrkfvysq rjynfrn c gjregfntktv. Çltcm gjregf.n Âthy¸vcz r [jkjlbkmybrfv. Ïhtlcnfdmnt, xnj ds – xtkjdtr, htibdibq ghbj,htcnb tuj d bynthytnt. Âs pf[jlbnt yf cnhfybwe njuj bkb byjuj bynthytn-vfufpbyf, gthtqlz gj ccskrt bp htpekmnfnjd gjbcrf, c rjyntrcnyjuj j,]zdktybz bkb rfhnjxrb njdfhf d «ßyltrc.Ìfhrtnt». Ïht;lt dctuj, ds cnjkrytntcm c ghj,ktvjq ds,jhf: vjltktq cj c[j;bvb [fhfrnthbcnbrfvb vyjuj, cnjzn jyb ghbvthyj jlbyfrjdj, f xnj kexit – Beko, Ariston bkb Indesit – yt jxtym-nj gjyznyj.  jaakfqyjdjq hjpybwt ds vjukb ,s gjcvjnhtnm j,hfpws, dsckeifnm cjdtns ghjlfdwf, «rk.yenm» yf POS-vfnthbfks bkb cgtwbfkmyst ghtlkj;tybz.  bynthytn-vfufpbyt dfc vj;tn gjlnjkryenm r ds,jhe rjyrhtnyjuj ,htylf cfvsq j,sxysq ,fyyth, gjrfpfyysq djdhtvz b ljyjczobq byajhvfwb. j ljcnjbycndf[ njq bkb byjq vfhrb. Ýaatrnbdyjcnm nfrjq htrkfvs gjlndth;lftncz yf ghfrnbrt. CTR ,fyythjd, hfpvtoftvs[ d bynthytn-vfufpbyf[ ,snjdjq nt[ybrb, cjcnfdkztn 0,3-0,5%. ×nj jxtym [jhjibq htpekmnfn d chfdytybb c CTR ,fyythjd yf gjctoftvs[ yjdjcnys[ htcehcf[ – 0,2%. È pfxtv ghjbpdjlbntk. ,snjdjq nt[ybrb htcehcs c gjctoftvjcnm. jn 100 nsc. xtkjdtr d cenrb? Äjcnfnjxyj b jlyjq nsczxb, yj gjregfntktq. Ðfpvtofnm ,fyyths d bynthytn-vfufpbyf[ – 'nj, ghjcnbnt, pfuht,fnm ;fh herfvb. Ó;t ctqxfc ,htyls ghjdjlzn cjdvtcnyst htrkfvyst rfvgfybb c rhegysvb bynthytn-vfufpbyfvb, gjnjve xnj 'nj dsujlyj b ntv b lheubv. Ðtrkfvf ,htyljd d njxrf[ bynthytn-ghjlf; – yt yje-[fe, crjhtt ytljcnf.ott pdtyj d wtgb 'djk.wbb bynthytn-htrkfvs. Åckb htibnm ldt ukfdyst ghj,ktvs – cnfylfhnbpfwbb ajhvfnjd htrkfvs b j,]tlbytybz vfufpbyjd d ctnm – nj htrkfvf d vtcnf[ bynthytn-ghjlf; vj;tn cnfnm lkz ghjbpdjlbntktq ,snjdjq nt[ybrb elj,ysv cgjcj,jv ghjldb;tybz d bynthytnt. În djpvj;yjcntq — r ghjlf;fv Ñthdbc Instore Media — ,fyythyfz ctnm, ghtlyfpyfxtyyfz lkz ltvjycnhfwbb htrkfvs gjctnbntkzv bynthytn-vfufpbyjd ,snjdjq nt[ybrb b 'ktrnhjybrb.  yfcnjzobq vjvtyn d Instore Media d[jlbn 20 bynthytn-vfufpbyjd, d ,kb;fqitt dhtvz b[ xbckj edtkbxbncz lj 30. Î,obq j[dfn ctnb cjcnfdkztn 2 vky. gjntywbfkmys[ gjregfntktq b 10 vky. gjrfpjd d vtczw. Îykfqy-bynthatqc cthdbcf gjpdjkztn htrkfvjlfntkzv jnckt;bdfnm gjlhj,ye. cnfnbcnbre ghjdjlbvjq rjvgfybb d ht;bvt htfkmyjuj dhtvtyb. Íf ctujlyz d Instore Media htfkbpjdfys ldf htrkfvys[ ajhvfnf, cjplfyys[ gj j,hfpwe nhflbwbjyyjq POS-htrkfvs: ,fyyth 200*300 b ghbjhbntnyfz dsrkflrf. Âtl¸ncz cjukfcjdfybt b lheub[ ajhvfnjd htrkfvbhjdfybz. Áfyyth b ghbjhbntnyfz dsrkflrf buhftn ne ;t hjkm, xnj dj,kth bkb itkanjrth d j,sxyjv vfufpbyt – ghbdktrf.n b frwtynbhe.n yf ct,t dybvfybt gjnht,bntkz, ljyjcz ghtbveotcndf b cgtw.ghtlkj;tybz ,htylf. Ñ lheujq cnjhjys, ,fyyth yf cnhfybwt bynthytn-vfufpbyf vj;tn dsgjkyznm b nhflbwbjyye. lkz ytuj pflfxe gjllth;fybz bvbl;f b gjdsitybz epyfdftvjcnb ,htylf. Ñ hfpdbnbtv hsyrf htrkfvs d bynthytn-vfufpbyf[ ,elen gjzdkznmcz b yjdst htrkfvyst ajhvfns, b yjdst nt[yjkjubxtcrbt htitybz. Átp cjvytybz, ,elen djcnht,jdfys ghjvj-frwbb c ghbpfvb b ,jyecfvb, rfr njkmrj gjzdbncz djpvj;yjcnm ghjdjlbnm b[ wtynhfkbpjdfyyj b d ,jkmijv rjkbxtcndt bynthytn-vfufpbyjd. Ñthmtpysq gjntywbfk crhsn b d cjdthitycndjdfybb nfhutnbyuf nfrjq htrkfvs: jn nfhutnbyuf gj jghtltktyyjq njdfhyjq rfntujhbb (,snjdfz nt[ybrf b 'ktrnhjybrf) r yfwtkbdfyb. yf rjyrhtnysq nbg bpltkbz ([jkjlbkmybr bkb gsktcjc), f pfntv b yf bpltkbt c rjyrhtnysvb gfhfvtnhfvb ([jkjlbkmybr c No Frost bkb vj.obq gsktcjc). Ðfpevttncz, xtv ,jkt ub,rbv ,eltn nfhutnbyu, ntv dsit ,eltn 'aatrnbdyjcnm htrkfvs d bynthytn-vfufpbyf[. Ðtrkfvf lkz ,htyljd  njv, xnj htrkfvf d vtcnf[ bynthytn-ghjlf; ,eltn djcnht,jdfyf, cjvytdfnmcz yt ghb[jlbncz. Áehysq hjcn nhflbwbjyys[ BTL b frnbdyjt hfpdbnbt bynthytn-njhujdkb – kexitt njve gjlndth;ltybt. Âjpybrftn lheujq djghjc: rfr jnhfpbncz gjzdktybt htrkfvs d vtcnf[ bynthytn-ghjlf; yf lheub[ dblf[ bynthytn-htrkfvs? Instore Media pfybvftn yjde. b gjrf to¸ cdj,jlye. jn rjyrehtynjd ybie. Ýnj j,eckjdktyj pflfxfvb, rjnjhst dsgjkyztn cthdbc – cnbvekbhjdfybt ghjlf;. À nfr;t tuj felbnjhbtq – ghjbpdjlbntkb (jgnjdst gjcnfdobrb ghjlerwbb) ,snjdjq nt[ybrb.  nj dhtvz rfr SEO b rjyntrcnyfz htrkfvf cnbvekbhe.n ghjlf;b d bynthytn-vfufpbyf[ (hjpybwt), vtlbqyfz htrkfvf ajhvbhetn bvbl; b gjdsiftn epyfdftvjcnm ,htyljd. Ñgfl gjnht,bntkmcrjq frnbdyjcnb b ytj,[jlbvjcnm tt cnbvekbhjdfnm – 'nj ctujlyziyzz htfkmyjcnm lkz dct[. Ðtrkfvyfz ctnm, j,]tlbyz.ofz felbnjhb. bynthytn-vfufpbyjd, lf¸n ,htylfv rjynfrn c gjregfntkzvb b djpvj;yjcnb gj edtkbxtyb. ghjlf;. Ñtnm Instore Media ,skf ,s bynthtcyf ghjbpdjlbntkzv ,snjdjq nt[ybrb to¸ ldf-nhb ujlf yfpfl, f d ytghjcnst dhtvtyf frnefkmyf b df;yf dnhjqyt. Ävbnhbq Âljdby, herjdjlbntkm ghjtrnf Instore Media Àutyncndj bynthytn-htrkfvs i-Media |
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hjpybxyjq bynthytn-njhujdkb d 2008 ujle dshjc yf 35%. Îaakfqyjdsq
hbntqk – dctuj yf 13%. Ýnb lfyyst gjlndth;lf.n bpdtcnysq nhtyl:
hjpybxyst ghjlf;b yterkjyyj gthtvtof.ncz d bynthytn. 