{"id":801,"date":"2024-11-14T14:38:46","date_gmt":"2024-11-14T14:38:46","guid":{"rendered":"https:\/\/cet-project.eu\/?page_id=801"},"modified":"2024-12-22T00:38:14","modified_gmt":"2024-12-22T00:38:14","slug":"m19-sr","status":"publish","type":"page","link":"https:\/\/cet-project.eu\/?page_id=801&lang=sr","title":{"rendered":"M19 – SR"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”25px||2px|||” global_colors_info=”{}”][et_pb_row make_equal=”on” _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”27px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Kako odrediti prave kanale komunikacije za razli\u010dite ciljne grupe” _builder_version=”4.27.0″ _module_preset=”default” title_font=”Carme|700|||||||” title_text_align=”center” title_text_color=”#167092″ title_font_size=”50px” global_colors_info=”{}”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row make_equal=”on” _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Carme||||||||” text_font_size=”18px” text_orientation=”justified” custom_padding=”0px||||false|false” custom_css_main_element=”strong {|| color: #f49d1e;|| text-decoration: underline;|| text-decoration-color: #167092;||}” global_colors_info=”{}”]<\/p>\n

Spajanje razli\u010ditih ciljnih grupa sa odgovaraju\u0107im kanalima komunikacije podrazumeva razumevanje karakteristika, preferencija i pona\u0161anja svake grupe, a zatim njihovo uskla\u0111ivanje sa prednostima razli\u010ditih kanala. Prvi korak je uvek poznavanje va\u0161e publike \u2013 moramo identifikovati one sa kojima razgovaramo, koje pozivamo, poku\u0161avamo da anga\u017eujemo, na koje \u017eelimo da uti\u010demo. Ovom ve\u017ebom tako\u0111e se trudimo da identifikujemo i saznamo ko su glavne zainteresovane strane. Evo vodi\u010da korak po korak za efikasno sprovo\u0111enje ovog zadatka:<\/p>\n

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1.Identifikujte ciljne grupe:<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row make_equal=”on” _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_orientation=”center” custom_padding=”||||false|false” global_colors_info=”{}”]<\/p>\n

 <\/p>\n

\n
\n\n\n\n\n
\n

Demographics<\/o:p><\/span><\/b><\/p>\n<\/td>\n

\n

Psychographics<\/o:p><\/span><\/b><\/p>\n<\/td>\n

\n

Behavioral characteristics<\/o:p><\/span><\/b><\/p>\n<\/td>\n<\/tr>\n

\n

Age
Gender
Income level
Education
Household situation etc<\/span><\/o:p><\/span><\/p>\n<\/td>\n

\n

Interests
Values
Attitudes
Lifestyles<\/o:p><\/span><\/p>\n<\/td>\n

\n

Learning
behavior
Preferred communication styles\u00a0<\/o:p><\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n

 <\/p>\n

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Raspitivanje za neke od ovih informacija mo\u017ee predstavljati izazov ali uvek mo\u017eemo da uzmemo u obzir istra\u017eivanje koje je dostupno i relevantno i da poku\u0161amo da preciznije izgradimo profile na\u0161ih ciljnih grupa.<\/p>\n

Nakon prvog koraka tj. kada identifikujemo ko \u0107e biti na\u0161a ciljna publika, proces dalje ide ka analizi i spajanju. <\/p>\n

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2.Proverite preferiranu vrstu komunikacije:<\/strong><\/p>\n

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Nema potrebe da iznosimo pretpostavke o tome koji je najbolji kanal komunikacije jer uvek mo\u017eemo da pitamo svoju ciljnu publiku koji od njih najvi\u0161e voli ili koristi. Koristan pristup ovom problemu je kombinacija ispitivanja i analitike. \u0160ta mo\u017eete da uradite:<\/p>\n

    \n
  • Ankete<\/strong>: Sprovedite ankete ili sakupite povratne informacije kako biste razumeli koje kanale koja grupa vi\u0161e voli.\n<\/li>\n
  • Analitika<\/strong>: Koristite analitiku na veb sajtovima, dru\u0161tvenim mre\u017eama i e-mail marketing podatke da biste videli koji kanali su najefektivniji kod razli\u010ditih segmenata ciljne grupe.<\/li>\n<\/ul>\n

    Sledi pregled najva\u017enijih kanala komunikacije i razloga zbog koji ih odre\u0111eni segmenti publike preferiraju. Ne bi trebalo da zaboravimo da smo kao OO skloni tome da imamo publiku \/ zaiteresovane strane sa razli\u010ditim demografskim i drugim karakteristikama pa \u0107e prema tome kanali kroz koje im se obra\u0107amo mo\u017eda biti razli\u010diti.<\/p>\n

    [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Carme||||||||” text_font_size=”18px” text_orientation=”justified” custom_margin=”||0px|||” custom_padding=”0px||||false|false” custom_css_main_element=”strong {|| color: #f49d1e;|| text-decoration: underline;|| text-decoration-color: #167092;||}” global_colors_info=”{}”]<\/p>\n

    3.Uskladite vrste kanala sa razli\u010ditom publikom:<\/strong><\/p>\n

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    <\/p>\n

     <\/p>\n

    \n
    \n\n\n\n\n\n\n\n\n
    \n

    Type of audience<\/o:p><\/span><\/b><\/p>\n<\/td>\n

    		\n

    Channels<\/o:p><\/span><\/b><\/p>\n<\/td>\n

    		\n

    Reason for preference<\/o:p><\/span><\/b><\/p>\n<\/td>\n<\/tr>\n

    \n

    Younger Audiences<\/o:p><\/span><\/b><\/p>\n<\/td>\n

    		\n

    Social media platforms (Instagram, TikTok, Snapchat),
    instant messaging (WhatsApp, Messenger), video content (YouTube, TikTok).<\/span><\/o:p><\/span><\/p>\n<\/td>\n

    		\n

    These channels are popular among younger demographics due
    to their visual nature, interactivity, and ability to follow trends. These
    channels are also constantly innovating to stay relevant and up-to-date<\/span> with audiences interests and preferences.<\/span><\/p>\n





    <\/o:p><\/span><\/p>\n<\/td>\n<\/tr>\n

    \n

    Middle-Aged Adults (35-55)<\/o:p><\/span><\/b><\/p>\n<\/td>\n

    		\n

    Facebook, LinkedIn, email newsletters, blogs, podcasts.<\/span><\/o:p><\/span><\/p>\n<\/td>\n

    		\n

    This target audience often uses social media for
    networking and information, values detailed content, and prefers platforms
    that offer professional and personal updates. These channels provide slightly
    slower-paced, informative environments for communication and engagement.




    <\/span><\/o:p><\/span><\/p>\n<\/td>\n<\/tr>\n

    \n

    Older Adults (55+)<\/o:p><\/span><\/b><\/p>\n<\/td>\n

    		\n

    Email, Facebook, traditional media (newspapers, radio),
    direct mail.<\/span><\/o:p><\/span><\/p>\n

    \u00a0<\/span><\/o:p><\/span><\/p>\n<\/td>\n

    		\n

    Older demographics tend to prefer more traditional and
    familiar communication methods and platforms. They balance their intake of
    information and are not preoccupied with constant interaction or trends.<\/span><\/p>\n





    <\/o:p><\/span><\/p>\n<\/td>\n<\/tr>\n

    \n

    Professionals and B2B<\/o:p><\/span><\/b><\/p>\n<\/td>\n

    		\n

    LinkedIn, email promotion, industry blogs, webinars, white
    papers.<\/span><\/o:p><\/span><\/p>\n

    \u00a0<\/span><\/o:p><\/span><\/p>\n<\/td>\n

    		\n

    Professionals look for in-depth, informative content and
    networking opportunities on platforms that support their professional
    development.<\/span><\/o:p><\/span><\/p>\n<\/td>\n<\/tr>\n

    \n

    Parents and Families<\/o:p><\/span><\/b><\/p>\n<\/td>\n

    		\n

    Facebook, Pinterest, email, community forums.<\/span><\/o:p><\/span><\/p>\n

    \u00a0<\/span><\/o:p><\/span><\/p>\n<\/td>\n

    		\n

    This category often seeks practical information, tips and
    community support on these platforms.<\/span><\/o:p><\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n

    [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Carme||||||||” text_font_size=”18px” text_orientation=”justified” custom_padding=”0px||||false|false” custom_css_main_element=”strong {|| color: #f49d1e;|| text-decoration: underline;|| text-decoration-color: #167092;||}” global_colors_info=”{}”]<\/p>\n

    Ovakva segmentacija se dalje mo\u017ee primeniti na razne vrste zainteresovanih strana koje mo\u017ee imati jedna OO (pored mladih ljudi kao osnovne zainteresovane strane), na primer: volontere, predstavnike lokalnih vlada i uprava, \u0161kola i obrazovnih ustanova, zajednice i sektora NVO, finansijera i sponzora, \u010dlanove odbora, donosioce politika, medije, lokalne zajednice, lokalne preduzetnike itd.<\/p>\n

    Nakon \u0161to smo razjasnili sve u vezi sa ciljnim grupama i kanalima komunikacije koji im odgovaraju, vreme je da pre\u0111emo na sastavljanje na\u0161ih poruka \u2013 sadr\u017eaja na\u0161e eksterne komunikacije.<\/p>\n

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    Spajanje razli\u010ditih ciljnih grupa sa odgovaraju\u0107im kanalima komunikacije podrazumeva razumevanje karakteristika, preferencija i pona\u0161anja svake grupe, a zatim njihovo uskla\u0111ivanje sa prednostima razli\u010ditih kanala. Prvi korak je uvek poznavanje va\u0161e publike \u2013 moramo identifikovati one sa kojima razgovaramo, koje pozivamo, poku\u0161avamo da anga\u017eujemo, na koje \u017eelimo da uti\u010demo. Ovom ve\u017ebom tako\u0111e se trudimo da identifikujemo […]<\/p>\n","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-801","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/cet-project.eu\/index.php?rest_route=\/wp\/v2\/pages\/801","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cet-project.eu\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/cet-project.eu\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/cet-project.eu\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/cet-project.eu\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=801"}],"version-history":[{"count":5,"href":"https:\/\/cet-project.eu\/index.php?rest_route=\/wp\/v2\/pages\/801\/revisions"}],"predecessor-version":[{"id":1332,"href":"https:\/\/cet-project.eu\/index.php?rest_route=\/wp\/v2\/pages\/801\/revisions\/1332"}],"wp:attachment":[{"href":"https:\/\/cet-project.eu\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=801"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}