{"id":12698,"date":"2023-01-04T08:37:52","date_gmt":"2023-01-04T08:37:52","guid":{"rendered":"https:\/\/www.automakersnews.cz\/?p=12698"},"modified":"2023-01-04T08:41:40","modified_gmt":"2023-01-04T08:41:40","slug":"motonovinarina-bude-patrit-komunikace-youtuberum","status":"publish","type":"post","link":"https:\/\/www.automakersnews.cz\/index.php\/2023\/01\/04\/motonovinarina-bude-patrit-komunikace-youtuberum\/","title":{"rendered":"Bude pat\u0159it komunikace o autech youtuber\u016fm?"},"content":{"rendered":"

Mnoh\u00e9 nazna\u010duje tomu, \u017ee nov\u00fd rok sebou p\u0159inese v\u00a0medi\u00e1ln\u00ed sf\u00e9\u0159e \u0159adu probl\u00e9m\u016f a zm\u011bn, kter\u00e9 se dotknou i automobilov\u00e9 komunity, a to jak na stran\u011b samotn\u00fdch m\u00e9di\u00ed, tak i u dosud \u010dasto dost konzervativn\u00ed komunikace.<\/strong><\/p>\n

N\u011bkde p\u016fjde dokonce i o boj o p\u0159e\u017eit\u00ed a mnoh\u00e1 ti\u0161t\u011bn\u00e1 m\u00e9dia op\u011bt \u0159e\u0161\u00ed velk\u00e9 existen\u010dn\u00ed probl\u00e9my nejen d\u00edky cen\u00e1m pap\u00edru. N\u011bkter\u00e1 u\u017e to ned\u00e1vno i vzdala a hodila ru\u010dn\u00edk do ringu. Komunikace prost\u0159ednictv\u00edm soci\u00e1ln\u00edch s\u00edt\u00ed v\u011bnovan\u00e1 trhu a obchodu, v\u010detn\u011b toho s\u00a0automobily, se ji\u017e pevn\u011b etablovala na medi\u00e1ln\u00ed sc\u00e9n\u011b a celkem dob\u0159e se i prosazuje.<\/p>\n

A nejde jen o reklamu, inzerci a internetovou podporu prodeje formou zpravodajstv\u00ed na nejr\u016fzn\u011bj\u0161\u00edch port\u00e1lech, kter\u00e9 maj\u00ed\u00a0v\u00fdrazn\u011b v\u011bt\u0161\u00ed sledovanost a dosah, ne\u017e tradi\u010dn\u00ed ti\u0161t\u011bn\u00e9 noviny a \u010dasopisy, z nich\u017e n\u011bkter\u00e9 n\u00e1stup internetov\u00fdch informa\u010dn\u00edch kan\u00e1l\u016f u\u017e d\u0159\u00edve nep\u0159e\u017eily.<\/p>\n

V\u0161ichni vyznava\u010di medi\u00e1ln\u00ed a marketingov\u00e9 klasiky si budou muset cht\u011b, ale p\u0159edev\u0161\u00edm necht\u011b p\u0159iznat, \u017ee nov\u00e9 elektronick\u00e9 formy st\u00e1le v\u00edc oslovuj\u00ed zna\u010dn\u00e9 po\u010dty, v\u00edce \u010di m\u00e9n\u011b potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f nejr\u016fzn\u011bj\u0161\u00edch komodit. V\u00fdvoj jde prost\u011b dop\u0159edu i v\u00a0komunika\u010dn\u00ed oblasti a sv\u00fdm zp\u016fsobem dopad\u00e1 na konzervativn\u00ed a st\u00e1rnouc\u00ed druhy. Nejnov\u011bj\u0161\u00edmu trendu p\u0159ip\u00edv\u00e1 i genera\u010dn\u00ed prom\u011bna a p\u0159\u00edstup dne\u0161n\u00edch \u201emlad\u00fdch\u201c nejen k\u00a0informac\u00edm, ale i k produkt\u016fm a jejich vlastnictv\u00ed, \u010di slu\u017eb\u00e1m, stejn\u011b jako k jejich komunikaci.<\/p>\n

Budou po\u010dty lajk\u016f rozhoduj\u00edc\u00ed?<\/b><\/p>\n

I na \u010desk\u00e9m medi\u00e1ln\u00edm nebi se u\u017e nap\u0159\u00ed\u010d mnoha odv\u011btv\u00edmi a st\u00e1le intenzivn\u011bji sna\u017e\u00ed prosadit nov\u00e9 formy zcela specifick\u00e9 reklamy. P\u0159itom za nimi nestoj\u00ed \u017e\u00e1dn\u00e9 nadn\u00e1rodn\u00ed agentury, velk\u00e9 vydavatelsk\u00e9 domy, ani zku\u0161en\u00ed profesion\u00e1lov\u00e9, ale vytv\u00e1\u0159ej\u00ed ji odv\u00e1\u017en\u00ed, n\u011bkdy a\u017e drz\u00ed jedinci, v\u00a0podstat\u011b amat\u00e9\u0159i, kte\u0159\u00ed sv\u00fdm zp\u016fsobem z\u00edsk\u00e1vaj\u00ed postupn\u011b a\u017e ne\u010dekan\u00fd vliv.<\/p>\n

V\u011bt\u0161inou ekonomicky m\u00e9n\u011b n\u00e1ro\u010dn\u00ed bloge\u0159i, facebookov\u00ed, instagramov\u00ed, twitterov\u00ed a podobn\u00ed psavci, stejn\u011b jako\u00a0influence\u0159i,\u00a0youtube\u0159i a dal\u0161\u00ed individualist\u00e9, sd\u011bluj\u00edc\u00ed prost\u0159ednictv\u00edm soci\u00e1ln\u00edch s\u00edt\u00ed\u00a0r\u016fzn\u00fdmi formami sv\u00e9 dojmy \u0161irok\u00e9 ve\u0159ejnosti a ta je sleduje.<\/p>\n

Doslova invazivn\u00edmi druhy jsou\u00a0influence\u0159i\u00a0a youtube\u0159i, kter\u00fdm u\u017e jejich \u010dinnost p\u0159in\u00e1\u0161\u00ed n\u011bkdy i slu\u0161n\u00e9 ovoce. Dokonce si sv\u00fdm zp\u016fsobem rozd\u011blili obchodn\u00ed teritoria. Zejm\u00e9na\u00a0influence\u0159i\u00a0maj\u00ed vliv na desetitis\u00edce a \u010dasto i na statis\u00edce sledovatel\u016f, kter\u00fdm jako ur\u010dit\u00e9 osobnosti prezentuj\u00ed v\u011bt\u0161inou m\u00f3dn\u00ed a spot\u0159ebn\u00ed zbo\u017e\u00ed (t\u0159eba tri\u010dka, sportovn\u00ed obuv apod.), a prodejci \u010di v\u00fdrobci je za to plat\u00ed. Jejich \u00fasp\u011b\u0161nost roste a s\u00a0n\u00ed i p\u0159ib\u00fdv\u00e1 komodit, do kter\u00fdch zasahuj\u00ed.<\/p>\n

Zlikviduj\u00ed youtube\u0159i tradi\u010dn\u00ed komunikaci a retro m\u00e9dia?<\/b><\/p>\n

Jin\u00e1 je situace u youtuber\u016f, kte\u0159\u00ed u\u017e hledaj\u00ed a nach\u00e1zej\u00ed uplatn\u011bn\u00ed tak\u00e9 v\u00a0automobilov\u00e9 bran\u017ei, a to i u n\u00e1s. V\u00a0Evrop\u011b u\u017e dva z\u00a0nich prok\u00e1zali takov\u00e9 kvality, \u017ee na\u0161li dokonce cestu do poroty evropsk\u00e9ho Auta roku (COTY), kde jsou \u0159\u00e1dn\u00fdmi \u010dleny. Tak\u00e9 u n\u00e1s u\u017e jsou v\u00a0hled\u00e1\u010dku zna\u010dek asi \u010dty\u0159i youtube\u0159i, jejich\u017e videa disponuj\u00ed slu\u0161n\u00fdm z\u00e1zem\u00edm sleduj\u00edc\u00edch, v\u00a0\u0159\u00e1du des\u00edtek tis\u00edc a n\u011bkte\u0159\u00ed import\u00e9\u0159i je berou jako v\u00e1\u017en\u00e9 marketingov\u00e9 partnery.<\/p>\n

Je sice ot\u00e1zkou, jak\u00fd bude m\u00edt efekt na prodej nov\u00fdch osobn\u00edch automobil\u016f invaze youtuber\u016f, kdy\u017e jejich desetitis\u00edce sledovatel\u016f se pohybuj\u00ed ve v\u011bkov\u00e9m spektru 12 a\u017e 18, maxim\u00e1ln\u011b do 24 a\u017e 30 let, tedy mimo okruh potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f. Sta\u010d\u00ed se pod\u00edvat na v\u011bk z\u00e1kazn\u00edk\u016f, kupuj\u00edc\u00edch si nov\u00e9 vozy. A o\u010dek\u00e1v\u00e1n\u00ed, \u017ee \u201emlad\u00ed\u201c si rad\u011bji koup\u00ed n\u011bjak\u00e9 nov\u00e9 dostupn\u011bj\u0161\u00ed auto ne\u017e levn\u011bj\u0161\u00ed ojet\u00e9 BMW, je p\u0159inejmen\u0161\u00edm sporn\u00e9. Tak\u00e9 argumenty, \u017ee youtube\u0159i ovlivn\u00ed n\u00e1kupn\u00ed ambice sv\u00fdch rodi\u010d\u016f jsou sice zaj\u00edmav\u00e9, ale nep\u0159\u00edli\u0161 jist\u00e9. Ale po\u010dty lajk\u016f maj\u00ed pro vyznava\u010de modern\u00edch technologi\u00ed v\u00a0marketingu nespornou vypov\u00eddac\u00ed hodnotu.<\/p>\n

Proto u\u017e d\u00e1vaj\u00ed n\u011bkter\u00e9 zna\u010dky youtuber\u016fm zelenou a vid\u00ed v\u00a0nich n\u011bkdy i obrovsk\u00fd marketingov\u00fd potenci\u00e1l, ve srovn\u00e1n\u00ed s\u00a0\u010dasopisy, ve kter\u00fdch sice pracuj\u00ed zku\u0161en\u00ed a odborn\u011b zdatn\u00ed novin\u00e1\u0159i, ale sv\u00fdmi n\u00e1klady se mus\u00ed vedle po\u010dt\u016f lajk\u016f youtuber\u016f sv\u00fdmi n\u00e1klady \u010dasto docela styd\u011bt. Jin\u00ed market\u00e9\u0159i u youtuber\u016f vid\u00ed jejich spornou odbornost, obvykle kr\u00e1tkou praxi a prezentaci sp\u00ed\u0161e subjektivn\u00edch dojm\u016f ne\u017e odborn\u00e9 hodnocen\u00ed, kter\u00e9 by m\u011blo u potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f rozhodovat o z\u00edsk\u00e1n\u00ed n\u00e1zoru p\u0159i p\u0159\u00edpadnou koupi nov\u00e9ho automobilu.<\/p>\n

Zn\u00e1m\u00e9 jsou p\u0159\u00edpady, kdy nezn\u00e1m\u00ed youtube\u0159i p\u0159ijdou k\u00a0prodejci s\u00a0\u017e\u00e1dost\u00ed o zap\u016fj\u010den\u00ed auta za 3 nebo 4 miliony na v\u00edkend s\u00a0t\u00edm, \u017ee o n\u011bm nato\u010d\u00ed p\u011bkn\u00e9 video, kter\u00e9 ur\u010dit\u011b shl\u00e9dnou tis\u00edce lid\u00ed. V po\u010dtech sleduj\u00edc\u00edch jim nem\u016f\u017ee konkurovat prakticky \u017e\u00e1dn\u00fd \u201eprint\u201c. A lajky se dnes po\u010d\u00edtaj\u00ed, i kdy\u017e ned\u00e1vno realizovan\u00e9 hodnocen\u00ed autor\u016f jednoho vydavatelstv\u00ed podle \u201eohlas\u016f\u201c uk\u00e1zalo, \u017ee nejv\u011bt\u0161\u00ed po\u010det jich pravideln\u011b pat\u0159il kritice za nejv\u011bt\u0161\u00ed hlouposti, tak\u017ee \u201eliga\u201c lajk\u016f tam v\u00a0tichosti vy\u0161um\u011bla. Pokud ale budou i automobilky hr\u00e1t na po\u010dty lajk\u016f a desetitis\u00edce sleduj\u00edc\u00edch, kte\u0159\u00ed zat\u00edm ani nevlastn\u00ed \u0159idi\u010d\u00e1k a budou \u010dekat, \u017ee a\u017e ho z\u00edskaj\u00ed, si budou kupovat pr\u00e1v\u011b jejich nov\u00e9 auto, je to tak\u00e9 \u0159e\u0161en\u00ed perspektivn\u00ed komunikace.<\/p>\n

Kdo se v\u00a0tom m\u00e1 vyznat? Opov\u011b\u010f nen\u00ed jednozna\u010dn\u00e1<\/b><\/p>\n

Probl\u00e9m zat\u00edm je p\u0159edev\u0161\u00edm v tom, jak zjistit kdo je opravdu kvalitn\u00ed auto-youtuber, na kter\u00e9ho z\u00e1kaznick\u00e1 komunita skute\u010dn\u011b d\u00e1. Jedn\u00e1 se o nijak neorganizovan\u00e9 vlky samot\u00e1\u0159i, kte\u0159\u00ed se sami prezentuj\u00ed sv\u00fdmi v\u00fdsledky.<\/p>\n

Odp\u016frci pochopiteln\u011b tak\u00e9 uvedou, \u017ee youtubery v\u016fbec nesleduj\u00ed, a \u017ee ti, kdo\u017e maj\u00ed \u010das na komunikaci s\u00a0youtubery, nejsou potenci\u00e1ln\u00edmi kupci nov\u00fdch aut. Nav\u00edc konzervativn\u00ed n\u00e1zory evokuj\u00ed retro my\u0161len\u00ed ohledn\u011b vlastnictv\u00ed auta jako hodnoty, kter\u00fdm n\u00e1zor n\u011bjak\u00e9ho mla\u010focha nem\u016f\u017ee ovlivnit \u201ezku\u0161en\u00e9ho\u201c motoristu. Nach\u00e1z\u00edme se tak v\u00a0ur\u010dit\u00e9 p\u0159elomov\u00e9 dob\u011b, kter\u00e1 sice p\u0159eje novink\u00e1m, start-up\u016fm a digitalizaci, ale ne v\u0161e nov\u00e9 se v\u017edy osv\u011bd\u010dilo a jak se zd\u00e1, automobilovou komunikaci je\u0161t\u011b \u010dekaj\u00ed mnoh\u00e9 t\u011b\u017eko p\u0159edv\u00eddateln\u00e9 chv\u00edle.<\/p>\n

Genera\u010dn\u00ed souvislosti<\/b><\/p>\n

Relativn\u00ed \u00fasp\u011bchy nov\u00fdch forem vyu\u017e\u00edv\u00e1n\u00ed mobility bez vlastnictv\u00ed vozidla, stejn\u011b jako nov\u00e9 podoby internetov\u00e9ho obchodov\u00e1n\u00ed s\u00a0nov\u00fdmi automobily samoz\u0159ejm\u011b nahr\u00e1vaj\u00ed hled\u00e1n\u00ed nov\u00fdch cest tak\u00e9 v\u00a0oblasti komunikace a reklamy. Je ale st\u00e1le ot\u00e1zkou, zda pr\u00e1v\u011b youtube\u0159i dok\u00e1\u017e\u00ed sv\u00fdmi subjektivn\u00edmi dojmy oslovovat tu c\u00edlovou skupinu z\u00e1kazn\u00edk\u016f, kter\u00e1 se rozhoduje o koupi nov\u00e9ho automobilu.<\/p>\n

Komunita internetov\u00fdch propag\u00e1tor\u016f sice \u0161ikovn\u011b argumentuj\u00edc\u00edch mno\u017estv\u00edm lajk\u016f, vstup\u016f, po\u010dty evidovan\u00fdch \u201edu\u0161i\u010dek\u201c na soci\u00e1ln\u00edch s\u00edt\u00edch a samoz\u0159ejm\u011b dok\u00e1\u017ee prezentovat skv\u011blost nov\u00fdch informa\u010dn\u00edch technologi\u00ed, ale pro skute\u010dn\u00e9ho z\u00e1jemce o produkt, jak\u00fdm je nov\u00fd automobil asi nebude p\u0159\u00edli\u0161 sm\u011brodatn\u00fd estetick\u00fd dojem m\u00f3dn\u00edho experta, kter\u00fd m\u00e1 j\u00edzdn\u00ed praxi n\u011bco p\u0159es rok, odvahu supermana, a technickou erudici a na \u00farovni \u010derstv\u00e9ho \u0159idi\u010dsk\u00e9ho pr\u016fkazu. Auto je\u0161t\u011b st\u00e1le nejsou m\u00f3dn\u00ed tenisky.<\/p>\n","protected":false},"excerpt":{"rendered":"

Mnoh\u00e9 nazna\u010duje tomu, \u017ee nov\u00fd rok sebou p\u0159inese v\u00a0medi\u00e1ln\u00ed sf\u00e9\u0159e \u0159adu probl\u00e9m\u016f a zm\u011bn, kter\u00e9 se dotknou i automobilov\u00e9 komunity, a to jak na stran\u011b […]<\/a><\/p>\n<\/div>","protected":false},"author":1,"featured_media":1856,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,45],"tags":[],"class_list":["post-12698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyza","category-komentar"],"_links":{"self":[{"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/posts\/12698","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/comments?post=12698"}],"version-history":[{"count":0,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/posts\/12698\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/media\/1856"}],"wp:attachment":[{"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/media?parent=12698"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/categories?post=12698"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.automakersnews.cz\/index.php\/wp-json\/wp\/v2\/tags?post=12698"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}