Q\u00eb e gjith\u00eb kjo t\u00eb jet\u00eb e mundur, duhet t\u00eb krijoni nj\u00eb ofert\u00eb q\u00eb do t\u00eb plot\u00ebsoj\u00eb m\u00eb mir\u00eb nevojat e grupit t\u00eb zgjedhur t\u00eb konsumator\u00ebve sesa at\u00eb t\u00eb konkurrenc\u00ebs. At\u00ebher\u00eb \u00ebsht\u00eb e nevojshme t\u00eb informohen konsumator\u00ebt p\u00ebr ofert\u00ebn e krijuar special p\u00ebr ata dhe t\u00eb b\u00ebhet e disponueshme p\u00ebr p\u00ebrdorim. \u00cbsht\u00eb e r\u00ebnd\u00ebsishme t\u00eb theksohet se b\u00ebhet fjal\u00eb p\u00ebr <\/span>krijimin e produkteve dhe sh\u00ebrbimeve p\u00ebr nj\u00eb grup t\u00eb zgjedhur t\u00eb konsumator\u00ebve<\/strong>, dhe jo p\u00ebr t\u00eb gjith\u00eb tregun, sepse d\u00ebshirat dhe k\u00ebrkesat e konsumator\u00ebve mund t\u00eb ndryshojn\u00eb n\u00eb m\u00ebnyr\u00eb t\u00eb konsiderueshme.<\/p>\n\n N\u00ebse marrim si shembull mediat, do t\u00eb pajtohemi <\/span>se jo t\u00eb gjith\u00eb duan t\u00eb konsumojn\u00eb p\u00ebrmbajtje mediatike n\u00eb t\u00eb nj\u00ebjt\u00ebn m\u00ebnyr\u00eb, dhe se jo t\u00eb gjith\u00eb duan t\u00eb nj\u00ebjt\u00ebn p\u00ebrmbajtje mediatike. Prandaj, nj\u00eb nga aktivitetet m\u00eb t\u00eb r\u00ebnd\u00ebsishme t\u00eb marketingut \u00ebsht\u00eb ai p\u00ebr t\u00eb cilin flas m\u00eb posht\u00eb – identifikimi i ndryshimeve n\u00eb k\u00ebrkes\u00eb duke identifikuar segmente t\u00eb ndryshme t\u00eb tregut<\/strong>, dmth n\u00ebngrupe t\u00eb komunitetit tuaj.<\/span><\/p>\n\n Segmentimi i tregut \u00ebsht\u00eb procesi i ndarjes s\u00eb tregut n\u00eb grupe t\u00eb ndryshme t\u00eb p\u00ebrb\u00ebr\u00eb nga konsumator\u00eb me nevoja, d\u00ebshira, karakteristika dhe m\u00ebnyra t\u00eb ndryshme t\u00eb p\u00ebrdorimit t\u00eb produkteve ose sh\u00ebrbimeve. Q\u00ebllimi i k\u00ebtij procesi \u00ebsht\u00eb t\u00eb na ndihmoj\u00eb t\u00eb profilizojm\u00eb grupe t\u00eb ndryshme konsumator\u00ebsh t\u00eb cil\u00ebt, krejt papritur, d\u00ebshirojn\u00eb produkte ose sh\u00ebrbime t\u00eb ndryshme.<\/p>\n\n Nj\u00eb segment i tregut p\u00ebrb\u00ebhet nga konsumator\u00eb t\u00eb cil\u00ebt tregojn\u00eb karakteristika t\u00eb ngjashme sipas kritereve t\u00eb zgjedhura. \u00c7do treg, p\u00ebrfshir\u00eb edhe at\u00eb mediatik, ka segmente t\u00eb tregut, por jo t\u00eb gjitha segmentet e tregut jan\u00eb nj\u00ebsoj t\u00ebrheq\u00ebse p\u00ebr organizata ose media t\u00eb ndryshme.<\/p>\n\n P\u00ebr shembull, disa segmente t\u00eb tregut mund t\u00eb jen\u00eb t\u00eb vegj\u00ebl<\/strong> (sipas numrit t\u00eb konsumator\u00ebve) ose jo mjaft fitimprur\u00ebs<\/strong> (p\u00ebr shkak t\u00eb aft\u00ebsis\u00eb paguese t\u00eb ul\u00ebt), dhe disa mund t\u00eb mos jen\u00eb t\u00eb disponuesh\u00ebm<\/strong> (p.sh. disa portale n\u00eb internet mungojn\u00eb p\u00ebr shkak t\u00eb infrastruktur\u00ebs s\u00eb pazhvilluar t\u00eb internetit). N\u00eb disa pjes\u00eb t\u00eb bot\u00ebs, ose p\u00ebr shembull nj\u00eb vend mund t\u00eb mos t\u00eb jet\u00eb n\u00eb mund\u00ebsi t\u00eb ofroj\u00eb t\u00ebr\u00eb p\u00ebrmbajtjen q\u00eb mund t\u00eb ofroj\u00eb).<\/span><\/p>\n\n N\u00eb industrin\u00eb mediatike, nj\u00eb organizat\u00eb mund t\u00eb specializohet n\u00eb plot\u00ebsimin e nevojave t\u00eb nj\u00eb segmenti t\u00eb vet\u00ebm t\u00eb tregut ose n\u00eb krijimin e produkteve t\u00eb ndryshme mediatike p\u00ebr segmente t\u00eb shumta t\u00eb tregut. N\u00eb nj\u00eb rast t\u00eb till\u00eb flasim p\u00ebr sh\u00ebnjestrimin e tregut, dmth. p\u00ebr zgjedhjen e nj\u00eb segmenti t\u00eb tregut p\u00ebr t\u00eb cilin do t\u00eb specializohemi. <\/p><\/blockquote><\/figure>\n\n P\u00ebr shkak t\u00eb dallimeve, p\u00ebr secilin segment t\u00eb tregut q\u00eb mediat zgjedhin ose synojn\u00eb, \u00ebsht\u00eb e nevojshme t\u00eb rregulloni ofert\u00ebn mediatike dhe shum\u00eb shpesh t\u00eb krijohen produkte dhe sh\u00ebrbime t\u00eb ndryshme mediatike.<\/p>\n\n N\u00ebse pyeteni se si t\u00eb b\u00ebni ndarjen e tregut dhe cilat kritere p\u00ebr grupimin e konsumator\u00ebve mund t\u00eb p\u00ebrdoren nga nj\u00eb organizat\u00eb, do t’ju tregoj se p\u00ebrdoren kriteret e zakonshme t\u00eb segmentimit si m\u00eb posht\u00eb:<\/p>\n\n T\u00eb shohim pse secila prej tyre \u00ebsht\u00eb e r\u00ebnd\u00ebsishme p\u00ebr dh\u00ebnien e kahjes s\u00eb aktiviteteve t\u00eb ardhshme t\u00eb t\u00eb gjitha organizatave, p\u00ebrfshir\u00eb edhe atyre mediatike.<\/p>\n\n <\/p>\n\n Si\u00e7 sugjeron emri, kriteret gjeografike i referohen vendndodhjes gjeografike t\u00eb konsumatorit. \u00cbsht\u00eb e r\u00ebnd\u00ebsishme t’i analizoni ato, pasi mund t\u00eb ket\u00eb ndryshime n\u00eb mes konsumator\u00ebve q\u00eb jetojn\u00eb n\u00eb lokacione t\u00eb ndryshme:<\/p>\n\n Si gjithmon\u00eb, \u00ebsht\u00eb m\u00eb mir\u00eb t\u00eb shpjegohet me shembull. Internet portali i radios lokale <\/span>ZOS<\/span><\/i><\/a> nga Bosnja dhe Hercegovina, me t\u00eb cilin pata mund\u00ebsin\u00eb t\u00eb bashk\u00ebpunoj, identifikon ngjashm\u00ebri t\u00eb konsiderueshme n\u00eb p\u00ebrmbajtjen t\u00eb cil\u00ebn e lexojn\u00eb vizitor\u00ebt e ueb-faqes nga diaspora. Portali filloi me krijimin e p\u00ebrmbajtjes s\u00eb profilizuar me elemente t\u00eb nostalgjis\u00eb, informacione mbi ndryshimet urbane n\u00eb disa zona, intervista me p\u00ebrfaq\u00ebsues t\u00eb diaspor\u00ebs dhe t\u00eb ngjashme. <\/span>Si rezultat i sh\u00ebnjestrimit t\u00eb k\u00ebtij segmenti, vizitat n\u00eb portalin lokal nga ana e lexuesve t\u00eb diaspor\u00ebs n\u00eb vitin 2020 z\u00ebn\u00eb gati 40% t\u00eb numrit t\u00eb p\u00ebrgjithsh\u00ebm t\u00eb vizitave!<\/b><\/p>\n\n P\u00ebrve\u00e7 t\u00eb dh\u00ebnave gjeografike, ka t\u00eb dh\u00ebna socio-demografike<\/strong> p\u00ebr konsumator\u00ebt, tek t\u00eb cilat ne mb\u00ebshtetemi m\u00eb shpesh. Ato jan\u00eb t\u00eb shumta, zakonisht t\u00eb disponueshme leht\u00eb dhe na japin informacion n\u00eb lidhje me:<\/span><\/p>\n\n Tani q\u00eb i dim\u00eb t\u00eb gjitha k\u00ebto, m\u00eb tregoni se \u00e7far\u00eb mendoni, cila \u00ebsht\u00eb p\u00ebrgjigjeja e pyetjes s\u00eb ardhsme.<\/p>\n\n <\/p>\n\n T\u00eb kalojm\u00eb drejt poent\u00ebs: arsyeja kryesore \u00ebsht\u00eb disponueshm\u00ebria e t\u00eb dh\u00ebnave demografike p\u00ebr konsumator\u00ebt dhe implementimi i leht\u00eb. <\/span>Megjithat\u00eb, jo t\u00eb gjitha kriteret jan\u00eb nj\u00ebsoj relevante<\/strong> n\u00eb industri t\u00eb ndryshme.<\/p>\n\n Mosha e f\u00ebmij\u00ebs do t\u00eb jet\u00eb e r\u00ebnd\u00ebsishme p\u00ebr prodhuesin e lodrave, nd\u00ebrsa aft\u00ebsia e konsumatorit p\u00ebr t\u00eb paguar do t\u00eb jet\u00eb e r\u00ebnd\u00ebsishme p\u00ebr prodhuesin e automobilave. Nga ana tjet\u00ebr, a presim q\u00eb arsimi ose p\u00ebrkat\u00ebsia fetare t\u00eb ndikojn\u00eb mbi ndryshimet n\u00eb k\u00ebrkes\u00ebn p\u00ebr ila\u00e7e kund\u00ebr dhimbjes s\u00eb kok\u00ebs?<\/p>\n\n Kjo na sjell n\u00eb pyetjen tjet\u00ebr – a mund t\u00eb konkludojm\u00eb se nevoja p\u00ebr p\u00ebrmbajtje informative do t\u00eb jet\u00eb duksh\u00ebm e ndryshme n\u00eb var\u00ebsi t\u00eb gjinis\u00eb ose t\u00eb ardhurave t\u00eb konsumator\u00ebve? P\u00ebrvoja thot\u00eb, supozimi se t\u00eb gjitha grat\u00eb n\u00eb rolin e konsumatorve do t\u00eb sillen n\u00eb nj\u00eb m\u00ebnyr\u00eb t\u00eb ngjashme, se t\u00eb gjith\u00eb individ\u00ebt me arsim t\u00eb lart\u00eb, ose t\u00eb gjith\u00eb an\u00ebtar\u00ebt e t\u00eb nj\u00ebjt\u00ebs grupmosh\u00eb, mund t\u00eb jen\u00eb segment i definuar gabimisht, dhe shpesh bazohen n\u00eb stereotipe.<\/p><\/blockquote><\/figure>\n\n Edhe pse k\u00ebto jan\u00eb t\u00eb dh\u00ebna q\u00eb mediat mund t’i mbledhin relativisht leht\u00eb dhe jan\u00eb t\u00eb dobishme p\u00ebr t\u00eb kuptuar m\u00eb mir\u00eb karakteristikat e konsumator\u00ebve, ato shpesh nuk jan\u00eb t\u00eb p\u00ebrshtatshme p\u00ebr t\u00eb kuptuar d\u00ebshirat dhe pritjet e tyre.<\/p>\n\n Teoria \u00ebsht\u00eb konfirmuar n\u00eb praktik\u00eb – si pjes\u00eb e aktiviteteve t\u00eb parashikuara nga projekti Media p\u00ebr t\u00eb Gjith\u00eb (Media for All), kemi analizuar t\u00eb dh\u00ebnat demografike p\u00ebr lexuesit e portalit lokal t\u00eb informacionit nga Serbia e Jugut, <\/span>Infovranjske.rs<\/span><\/i><\/a>, p\u00ebr shembull p\u00ebr lajme nga 4 sfera t\u00eb ndryshme – politik\u00eb, sh\u00ebndet\u00ebsi, informacionet e sh\u00ebrbimeve dhe kultur\u00eb. <\/span>\u00cbsht\u00eb konstatuar se nuk ka dallime statistikisht t\u00eb r\u00ebnd\u00ebsishme n\u00eb numrin e vizitave n\u00eb faqet e lajmeve sipas mosh\u00ebs dhe gjinis\u00eb s\u00eb vizitor\u00ebve t\u00eb faqeve. Karakteristikat demografike t\u00eb t\u00eb anketuarve nuk mund t\u00eb shpjegojn\u00eb ndryshimet n\u00eb numrin e vizitave. An\u00ebtar\u00ebt e t\u00eb gjitha grupeve t\u00eb mosh\u00ebs dhe gjinis\u00eb ishin m\u00eb t\u00eb interesuarit p\u00ebr informacionet e sh\u00ebrbimeve, si dhe p\u00ebr temat e lidhura me sh\u00ebndetin.<\/span><\/p>\n\n Kjo, por edhe shum\u00eb shembuj t\u00eb tjer\u00eb, na tregojn\u00eb se, her\u00ebt a von\u00eb, do t\u00eb p\u00ebrballemi me mund\u00ebsi shum\u00eb t\u00eb kufizuara p\u00ebr t\u00eb p\u00ebrdorur t\u00eb dh\u00ebna demografike. N\u00eb fund t\u00eb fundit, a nuk \u00ebsht\u00eb epoka dixhitale n\u00eb t\u00eb cil\u00ebn jetojm\u00eb n\u00eb nj\u00eb shtrirje n\u00eb mas\u00ebn q\u00eb interesat tona varen pik\u00ebrisht nga preferencat, d\u00ebshirat dhe nevojat tona, tejkalimi i gjinis\u00eb, mosh\u00ebs dhe prejardhjes socio-ekonomike?<\/p>\n\n <\/p>\n\n Kur takohemi me konsumator\u00ebt si vizitor\u00eb t\u00eb portalit mediatik, ne shpesh fillojm\u00eb me karakteristikat e tyre demografike, por shum\u00eb shpejt pas definimit t\u00eb mosh\u00ebs, lokacionit dhe gjinis\u00eb s\u00eb tyre, gjithashtu matim edhe interesat e tyre, nevojat, sjelljet, m\u00ebnyrat e hyrjes n\u00eb ueb-faqet dhe t\u00eb ngjashme. Pastaj fillojm\u00eb t\u00eb merremi me segmentimin psikografik dhe t\u00eb sjelljes.<\/p>\n\n Segmentimi psikografik<\/strong> bazohet n\u00eb karakteristikat personale t\u00eb konsumator\u00ebve, m\u00ebnyr\u00ebn e jetes\u00ebs dhe sistemet e vlerave konsumuese. K\u00ebta kritere jan\u00eb sistemuar n\u00eb kuad\u00ebr t\u00eb <\/span>metodologjis\u00eb AIO<\/span><\/a>. Ajo i definon ata si:<\/span><\/p>\n\n Gjat\u00eb zgjedhjes s\u00eb produkteve dhe sh\u00ebrbimeve ose posa\u00e7\u00ebrisht p\u00ebrmbajtjeve mediatike, individ\u00ebt q\u00eb kan\u00eb interesa ose pik\u00ebpamje t\u00eb ngjashme do t\u00eb jen\u00eb n\u00eb t\u00eb nj\u00ebjtin segment t\u00eb tregut sipas k\u00ebtij kriteri, pavar\u00ebsisht nga karakteristikat e tyre socio-demografike.<\/p>\n\n Gjithashtu, njer\u00ebzit n\u00eb t\u00eb nj\u00ebjt\u00ebn mosh\u00eb mund t\u00eb ken\u00eb pik\u00ebpamje shum\u00eb t\u00eb ndryshme p\u00ebr tema, produkte dhe sh\u00ebrbime t\u00eb caktuara, gj\u00eb q\u00eb i klasifikon ata si konsumator\u00eb n\u00eb segmente t\u00eb ndryshme psikografike.<\/p>\n\n V\u00ebshtir\u00ebsit\u00eb me k\u00ebt\u00eb segmentim lidhen me munges\u00ebn e informacionit t\u00eb gatsh\u00ebm n\u00eb lidhje me karakteristikat psikografike t\u00eb konsumator\u00ebve. Prandaj, duhet t’i mbledhim ata p\u00ebrmes komunikimit t\u00eb drejtp\u00ebrdrejt\u00eb me konsumator\u00ebt, m\u00eb s\u00eb shpeshti p\u00ebrmes hulumtimeve me an\u00eb t\u00eb anketave.<\/p><\/blockquote><\/figure>\n\n Shum\u00eb media komunikojn\u00eb drejtp\u00ebrdrejt me p\u00ebrdoruesit e sh\u00ebrbimeve t\u00eb tyre p\u00ebrmes ueb-faqeve t\u00eb tyre ose profileve t\u00eb mediave sociale. K\u00ebto kanale mund t\u00eb shfryt\u00ebzohen p\u00ebr t\u00eb kryer hulumtime anketore n\u00eb m\u00ebnyr\u00eb q\u00eb t\u00eb mbledhin t\u00eb dh\u00ebna p\u00ebr karakteristikat psikologjike t\u00eb konsumator\u00ebve.<\/p>\n\n Gjithastu, disa media theksojn\u00eb sistemin e vlerave t\u00eb cilin e ndajn\u00eb me klient\u00ebt e tyre, me audienc\u00ebn e tyre. K\u00ebshtu, Guardian, p\u00ebrve\u00e7 parapages\u00ebs, ve\u00e7an\u00ebrisht thekson kategorin\u00eb <\/span>Guardian Patrons<\/span><\/i><\/a>, e cila p\u00ebrfshin donator\u00eb q\u00eb luajn\u00eb nj\u00eb rol t\u00eb r\u00ebnd\u00ebsish\u00ebm n\u00eb ruajtjen e gazetaris\u00eb s\u00eb pavarur dhe t\u00eb lir\u00eb. Ekzistojn\u00eb tre statuse t\u00eb donator\u00ebve, t\u00eb cilat ofrojn\u00eb p\u00ebrfitime t\u00eb ndryshme plot\u00ebsuese p\u00ebr parapaguesit e mediumit n\u00eb m\u00ebnyr\u00eb q\u00eb t\u00eb nd\u00ebrtojn\u00eb nj\u00eb marr\u00ebdh\u00ebnie specifike bazuar n\u00eb vlerat e p\u00ebrbashk\u00ebta.<\/span><\/p>\n\n <\/p>\n\n Kriteret e segmentimit t\u00eb sjelljes p\u00ebrshkruajn\u00eb sjelljen e konsumatorit n\u00eb blerjen dhe konsumimin e produkteve dhe sh\u00ebrbimeve. Prandaj, konsumator\u00ebt mund t\u00eb grupohen n\u00eb segmente bazuar n\u00eb:<\/p>\n\n N\u00ebse marrim p\u00ebr shembull kriterin e dobis\u00eb<\/strong> q\u00eb p\u00ebrshkruan arsyen kryesore pse nj\u00eb konsumator zgjedh nj\u00eb produkt ose sh\u00ebrbim t\u00eb caktuar, mund t\u00eb m\u00ebsojm\u00eb m\u00eb shum\u00eb n\u00ebse vizitor\u00ebt n\u00eb nj\u00eb medium t\u00eb caktuar presin informacion t\u00eb azhurnuar n\u00eb lidhje me sh\u00ebrbimet, tekste objektive n\u00eb temat e politik\u00ebs ditore ose tekste hulumtuese nga nj\u00eb portal informativ<\/strong>. N\u00ebse at\u00ebher\u00eb identifikojm\u00eb ndryshimet n\u00eb p\u00ebrfitimet q\u00eb presin vizitor\u00ebt e portalit dhe k\u00ebshtu i grupojm\u00eb ato, mund t\u00eb krijojm\u00eb p\u00ebrmbajtje q\u00eb do t\u00eb jet\u00eb m\u00eb relevante, a me k\u00ebt\u00eb t\u00eb sigurojm\u00eb k\u00ebnaq\u00ebsi m\u00eb t\u00eb madhe p\u00ebr vizitor\u00ebt e portalit.<\/span><\/p>\n\n Nga ana tjet\u00ebr, segmentimi i bazuar n\u00eb besnik\u00ebri mund t\u00eb ket\u00eb nj\u00eb r\u00ebnd\u00ebsi t\u00eb ve\u00e7ant\u00eb p\u00ebr formimin e komunitetit. Konsumator\u00ebt m\u00eb besnik\u00eb mund t\u00eb afirmohen si ambasador\u00eb t\u00eb brendeve, t\u00eb cil\u00ebt i ndihmojn\u00eb organizat\u00ebs p\u00ebr t\u00eb krijuar nj\u00eb imazh t\u00eb mir\u00eb n\u00eb treg, p\u00ebr t\u00eb arritur nj\u00eb shikueshm\u00ebri m\u00eb t\u00eb madhe dhe promovim shtes\u00eb. K\u00ebta jan\u00eb konsumator\u00eb t\u00eb cil\u00ebt do t\u00eb jen\u00eb t\u00eb lumtur t\u00eb ndajn\u00eb p\u00ebrvoj\u00ebn e tyre pozitive me njer\u00ebzit p\u00ebrreth tyre – personalisht ose p\u00ebrmes rrjeteve sociale.<\/p><\/blockquote><\/figure>\n\n K\u00ebshtu, ato mund t\u00eb kontribuojn\u00eb n\u00eb rritjen e baz\u00ebs s\u00eb t\u00eb dh\u00ebnave me p\u00ebrdorues t\u00eb rinj, ndonj\u00ebher\u00eb edhe m\u00eb shum\u00eb p\u00ebr sa i p\u00ebrket njoftimeve t\u00eb sponsorizuara ose formave t\u00eb tjera t\u00eb promovimit. Klient\u00ebt besnik\u00eb jan\u00eb nj\u00eb nga burimet e jashtme m\u00eb t\u00eb vlefshme t\u00eb nj\u00eb organizate dhe prandaj \u00ebsht\u00eb e nevojshme t\u00eb krijohen aktivitete t\u00eb ve\u00e7anta t\u00eb marketingut p\u00ebr k\u00ebt\u00eb segment t\u00eb tregut.<\/p>\n\n Gazeta e p\u00ebrditshme <\/span>Danas<\/span><\/i><\/a> identifikon konsumator\u00ebt e saj m\u00eb besnik\u00eb me an\u00eb t\u00eb mediave sociale si ata q\u00eb jo vet\u00ebm lexojn\u00eb dhe p\u00eblqejn\u00eb, por, mbi t\u00eb gjitha, si ata q\u00eb komentojn\u00eb, japin reagime dhe shp\u00ebrndajn\u00eb p\u00ebrmbajtjen e tyre. K\u00ebta jan\u00eb konsumator\u00eb q\u00eb jan\u00eb t\u00eb gatsh\u00ebm t\u00eb b\u00ebhen pjes\u00eb e klubit t\u00eb leximit, si parapagues, respektivisht ata q\u00eb mund t\u00eb formojn\u00eb nj\u00eb komunitet t\u00eb fort\u00eb. Statusi i tyre i p\u00ebrdoruesit duhet t\u00eb njihet dhe t\u00eb p\u00ebrforcohet m\u00eb tej nga programe t\u00eb ndryshme t\u00eb besnik\u00ebris\u00eb. Kjo mund t\u00eb b\u00ebhet p\u00ebrmes nj\u00eb komunikimi t\u00eb rregullt dykah\u00ebsh, respektimit t\u00eb reagimeve t\u00eb tyre, shp\u00ebrblimeve, dhuratave, zbritjeve, ftesave p\u00ebr evenimente\u2026 \u00cbsht\u00eb ve\u00e7an\u00ebrisht e r\u00ebnd\u00ebsishme t\u00eb krijoni nj\u00eb vler\u00eb t\u00eb qart\u00eb t\u00eb shtuar dhe p\u00ebrvoj\u00eb unike t\u00eb konsumatorit p\u00ebr m\u00eb besnik\u00ebt dhe k\u00ebshtu t\u00eb forconi m\u00eb tej marr\u00ebdh\u00ebniet n\u00eb kuad\u00ebr t\u00eb komunitetit. P\u00ebr shembull, kompania <\/span>Danas<\/span><\/i> siguroi qasje falas n\u00eb arkivin dixhital p\u00ebr an\u00ebtar\u00ebt e <\/span>klubit t\u00eb lexuesve<\/span><\/i><\/a>, mund\u00ebsin\u00eb p\u00ebr t\u00eb marr\u00eb pjes\u00eb n\u00eb grupin e Facebookut, por gjithashtu qasje n\u00eb edicionin e ri t\u00eb gazet\u00ebs para t\u00eb tjer\u00ebve, duke krijuar k\u00ebshtu vler\u00eb shtes\u00eb p\u00ebr parapaguesit.<\/span><\/p>\n\n T\u00eb p\u00ebrmbledhim – kur organizata fillon t\u00eb shoh\u00eb m\u00eb shum\u00eb sesa karakteristikat themelore gjeografike dhe socio-demografike dhe hyn n\u00eb thelb, dmth merret me karakteristikat psikografike dhe t\u00eb sjelljes s\u00eb konsumator\u00ebve, mund t\u00eb themi se \u00ebsht\u00eb n\u00eb rrug\u00ebn e duhur p\u00ebr t\u00eb njohur tregun n\u00eb detaje dhe konsumator\u00ebt e tij. Kjo do t\u00eb thot\u00eb se ata do t\u00eb jen\u00eb n\u00eb gjendje t\u00eb krijojn\u00eb p\u00ebrmbajtje t\u00eb personalizuar dhe t\u00eb profilizuar q\u00eb do t’i p\u00ebrgjigjen n\u00eb m\u00ebnyr\u00eb efektive d\u00ebshirave t\u00eb konsumator\u00ebve. Nj\u00eb organizat\u00eb e till\u00eb \u00ebsht\u00eb n\u00eb gjendje t\u00eb komunikoj\u00eb n\u00eb m\u00ebnyr\u00eb efektive me ta dhe t\u00eb krijoj\u00eb marr\u00ebdh\u00ebnie t\u00eb fuqishme, angazhim t\u00eb lart\u00eb t\u00eb klient\u00ebve, komunitet q\u00eb ndan sistem vlerash ose interesash.<\/p>\n\n Strategji e suksesshme e marketingut dhe marr\u00ebdh\u00ebnie afatgjata me konsumator\u00ebt nuk mund t\u00eb nd\u00ebrtohen n\u00ebse njohurit\u00eb tona p\u00ebr ta reduktohen n\u00eb karakteristikat socio-demografike<\/strong>. Rekomandohet t\u00eb kombinohen disa kritere t\u00eb ndryshme t\u00eb segmentimit. N\u00eb at\u00eb m\u00ebnyr\u00eb, nj\u00eb organizat\u00eb do t\u00eb jet\u00eb n\u00eb gjendje t\u00eb identifikoj\u00eb dhe p\u00ebrshkruaj\u00eb segmentet e tregut sa m\u00eb sakt\u00eb q\u00eb \u00ebsht\u00eb e mundur.<\/p>\n\n Sa m\u00eb i sakt\u00eb t\u00eb definohet q\u00ebllimi p\u00ebr t\u00eb cilin p\u00ebrpiqemi, aq m\u00eb leht\u00eb do t\u00eb jet\u00eb gjetja dhe njohja e rrug\u00ebs drejt atij q\u00ebllimi. N\u00ebse nuk e kemi p\u00ebrcaktuar qart\u00eb q\u00ebllimin dhe segmentin nevojat e t\u00eb cilit duam t\u00eb plot\u00ebsojm\u00eb, \u00e7do udh\u00eb n\u00ebp\u00ebr t\u00eb cil\u00ebn do t\u00eb nisemi do t\u00eb na duket e mir\u00eb. Dhe k\u00ebshtu me radh\u00eb derisa t\u00eb b\u00ebhet e qart\u00eb se rruga nuk \u00e7on askund.<\/p><\/blockquote><\/figure>\n\n T\u00eb kujtojm\u00eb fillimin e k\u00ebtij teksti. \u00c7do histori e “marketingut” fillon me mbledhjen e informatave p\u00ebr konsumatir\u00ebt, segmentimin dhe kahje. Promocionet dhe shitjet do t\u00eb jen\u00eb vet\u00ebm nj\u00eb mbind\u00ebrtim i nj\u00eb baze solide t\u00eb marketingut t\u00eb p\u00ebrb\u00ebr\u00eb nga t\u00eb kuptuarit e sjelljes s\u00eb konsumatorit dhe p\u00ebrcaktimi i ofertave p\u00ebr segmente t\u00eb ndryshme t\u00eb tregut. Nuk ka vend p\u00ebr manipulime dhe trika n\u00eb marketing.<\/p>\n","protected":false},"excerpt":{"rendered":" A mendoni se termi “marketing” p\u00ebrmendet disi pothuajse \u00e7do dit\u00eb? E p\u00ebrdorin gazetar\u00eb, analist\u00eb, ekonomist\u00eb, ekspert\u00eb t\u00eb profileve t\u00eb ndrysh\u00ebm, sip\u00ebrmarr\u00ebs, me nj\u00eb fjal\u00eb – t\u00eb gjith\u00eb. Fatkeq\u00ebsisht, shpesh p\u00ebrdoret n\u00eb m\u00ebnyr\u00eb t\u00eb gabuar – p\u00ebr t\u00eb p\u00ebrshkruar vet\u00ebm aktivitete promovuese dhe afariste p\u00ebr shitje, nd\u00ebrsa ndonj\u00ebher\u00eb mashtrime, trika t\u00eb shitjes ose propagand\u00eb dhe manipulime. […]<\/p>\n","protected":false},"author":18,"featured_media":3393,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[96,29,99],"tags":[],"class_list":["post-4803","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brandimi-dhe-marketingu-sq","category-manaxhimi-dhe-organizmi-sq","category-zhvillimin-e-biznesit-sq","ciTrackContent"],"acf":[],"yoast_head":"\n![\"\"](\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/03-Trzisnom-segmentacijom-do-odgovora-1024x506.png\")
<\/figure>\n\nP\u00ebrgjigjeja fshihet n\u00eb segmentimin e tregut<\/h2>\n\n
\u00c7far\u00eb na zbulojn\u00eb kriteret gjeografike dhe socio-demografike?<\/h3>\n\n
![\"\"](\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/03-Zasto-se-socio-demografski-kriterijumi-segmentacije-cesto-koriste-u-praksi_-1-1024x506.png\")
<\/figure>\n\nPse kriteret socio-demografike p\u00ebr segmentim p\u00ebrdoren shpesh n\u00eb praktik\u00eb?<\/h3>\n\n
![\"\"](\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/04-Sta-uraditi-kada-geografski-i-socio-demografski-kriterijumi-nisu-dovoljni_-2-1024x506.png\")
<\/figure>\n\n \u00c7far\u00eb t\u00eb b\u00ebni kur kriteret gjeografike dhe socio-demografike nuk jan\u00eb t\u00eb mjaftueshme?<\/h3>\n\n
![\"\"](\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/05-Osim-psihografskih-tu-su-i-bihevioristicki-kriterijumi-segmentacije-1-1024x506.png\")
<\/figure>\n\nP\u00ebrve\u00e7 psikografis\u00eb, ekzistojn\u00eb kritere t\u00eb sjelljes p\u00ebr segmentimin<\/h3>\n\n
![\"\"](\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/06-Zakljucak-je-jasan-segmentacijom-do-cilja-1024x506.png\")
<\/figure>\n\nKonkludimi \u00ebsht\u00eb i qart\u00eb – me segmentim drejt q\u00ebllimit<\/h2>\n\n