[insert page=’koronavirus-spravodajstvo‘ display=’content‘]<\/p>\n
Teraz si predstavte, \u017ee v\u00a0\u010c\u00edne nie je leg\u00e1lne dostupn\u00e1 ani jedna zo spomenut\u00fdch platforiem. Neznamen\u00e1 to v\u0161ak, \u017ee je v\u00a0tejto krajine online marketing v\u00a0plienkach. Pr\u00e1ve naopak. Propag\u00e1cia firiem, zna\u010diek a\u00a0produktov je v\u00a0\u010c\u00edne \u010doraz viac umiestnen\u00e1 na internete. P\u00fdtate sa ako je to mo\u017en\u00e9?<\/p>\n
Existencia \u010d\u00ednskeho firewallu zn\u00e1meho aj ako \u201eGreat Firewall of China\u201c, podnietila v \u010c\u00edne vznik unik\u00e1tneho online ekosyst\u00e9mu, ktor\u00fd v\u00fdrazne presahuje tradi\u010dn\u00fd americk\u00fd ekosyst\u00e9m (Google, Twitter a\u00a0spol.) a\u00a0to nielen rozsahom slu\u017eieb a\u00a0z\u00e1berom, ale aj svojou vz\u00e1jomnou previazanos\u0165ou. Predstav\u00edm v\u00e1m ich pomocou priradenia k\u00a0im najpodobnej\u0161iemu z\u00a0m\u00e9di\u00ed, ktor\u00e9 pou\u017e\u00edvame na Slovensku. \u010c\u00ednske soci\u00e1lne siete za\u010dali ako k\u00f3pie origin\u00e1lu zo z\u00e1padu. Postupne sa v\u0161ak v\u0161etky vyvinuli do ak\u00fdchsi \u201esuper soci\u00e1lnych siet\u00ed\u201c, ktor\u00fdm z\u00e1padn\u00e9 m\u00e9dia m\u00f4\u017eu pr\u00e1vom z\u00e1vidie\u0165.<\/p>\n
\u010c\u00ednska soci\u00e1lna sie\u0165 <\/b>\uf0e0<\/b><\/span> jej z\u00e1padn\u00fd ekvivalent<\/b><\/p>\n WeChat \u2013 super aplik\u00e1cia \uf0e0<\/span> Facebook, WhatsApp, ApplePay, Instagram<\/p>\n Sina Weibo \uf0e0<\/span> Twitter, Instagram<\/p>\n Youku, DouYin (TikTok) \uf0e0<\/span> Youtube<\/p>\n Huaban \uf0e0<\/span> Pinterest<\/p>\n<\/div>\n Z\u00a0preh\u013eadu je zrejm\u00e9, \u017ee \u010c\u00edna m\u00e1 vlastn\u00fd ekvivalent ka\u017edej z\u00a0najviac pou\u017e\u00edvan\u00fdch soci\u00e1lnych m\u00e9di\u00ed na online propag\u00e1ciu, ktor\u00e9 u\u00a0n\u00e1s ka\u017edodenne market\u00e9ri pou\u017e\u00edvaj\u00fa. Nes\u00fa s\u00edce in\u00fd n\u00e1zov a\u00a0mnoh\u00e9 z\u00a0nich integruj\u00fa viacer\u00e9 siete v\u00a0jednom, svojim z\u00e1berom sa v\u0161ak od t\u00fdch \u201ena\u0161ich\u201c v\u00fdraznej\u0161ie neodli\u0161uj\u00fa.<\/p>\n Online marketing sa ned\u00e1 robi\u0165 iba na soci\u00e1lnych sie\u0165ach. Nemo\u017eno zab\u00fada\u0165 na organick\u00e9 a\u00a0platen\u00e9 vyh\u013ead\u00e1vania realizovan\u00e9 potenci\u00e1lnymi z\u00e1kazn\u00edkmi cez internetov\u00e9 vyh\u013ead\u00e1va\u010de. Rovnako ako v\u00a0USA, aj v\u00a0\u010c\u00edne m\u00e1 najsilnej\u0161\u00ed internetov\u00fd vyh\u013ead\u00e1va\u010d trhov\u00fd podiel okolo 80 percent. V\u00a0oboch krajin\u00e1ch je v\u0161ak l\u00eddrom in\u00fd vyh\u013ead\u00e1va\u010d. K\u00fdm v\u00a0USA je trhovou jednotkou vyh\u013ead\u00e1vania na internete Google, v\u00a0\u010c\u00edne, v\u00a0ktorej je Google zak\u00e1zan\u00fd, je l\u00eddrom dom\u00e1ci Baidu. Optimaliz\u00e1cia pre vyh\u013ead\u00e1va\u010de, tzv. SEO, a\u00a0platen\u00e1 reklama vo vyh\u013ead\u00e1va\u010doch sa teda v\u00a0\u010c\u00edne nezaob\u00edde bez vyu\u017eitia Baidu. Ur\u010dite ste si pr\u00e1ve polo\u017eili ot\u00e1zku, \u010di je Baidu iba jednoduchou k\u00f3piou Google?<\/p>\n Aj napriek viacer\u00fdm podobnostiam, napr\u00edklad mo\u017enosti vyh\u013ead\u00e1va\u0165 novinky, mapy, vide\u00e1, \u010di fotky, ktor\u00e9 oby\u010dajn\u00e9mu pou\u017e\u00edvate\u013eovi m\u00f4\u017eu evokova\u0165 zna\u010dn\u00fa podobnos\u0165 s\u00a0Google, existuje medzi vyh\u013ead\u00e1va\u010dmi aj viacero rozdielov. Online marketing prostredn\u00edctvom organiky (SEO) a\u00a0platenej reklamy v\u00a0Baidu ale funguje na \u010diasto\u010dne in\u00fdch princ\u00edpoch ako pri\u00a0Google.<\/p>\n U\u017e ako be\u017en\u00fd pou\u017e\u00edvate\u013e si pri vyh\u013ead\u00e1van\u00ed cez Baidu m\u00f4\u017eete v\u0161imn\u00fa\u0165, \u017ee na h\u013eadan\u00e9 slov\u00e1 v\u00a0anglickom jazyku dostanete odpovede takmer v\u00fdhradne v\u00a0\u010d\u00edn\u0161tine, pri\u010dom v\u00e4\u010d\u0161ina zobrazovan\u00fdch odkazov je na \u010d\u00ednske str\u00e1nky. V\u00fdnimkou s\u00fa technologick\u00e9 giganty typu Apple, ktor\u00e9 sa zobrazuj\u00fa aj s\u00a0v\u00fdsledkami v\u00a0anglickom jazyku, nako\u013eko s\u00fa v\u00a0\u010c\u00edne extr\u00e9mne popul\u00e1rne.<\/p>\n V\u00fdraz \u201eApple company\u201c m\u00e1 vo v\u00fdsledkoch Google 5\u00a0310\u00a0mili\u00f3na odkazov. Pri vyh\u013eadan\u00ed rovnak\u00e9ho v\u00fdrazu v\u00a0angli\u010dtine na Baidu som ale na\u0161la iba necel\u00fdch 6,5 mili\u00f3na odkazov. Po\u010det n\u00e1jden\u00fdch odkazov cez Baidu sa v\u00fdrazne zv\u00fd\u0161i pri vyh\u013ead\u00e1van\u00ed v\u00a0\u010d\u00edn\u0161tine. Po zadan\u00ed \u010d\u00ednskeho mena pre Apple, \u82f9\u679c\u516c\u53f8<\/span>, mi Baidu na\u0161iel a\u017e 22,5 mili\u00f3na odkazov. Vyh\u013ead\u00e1vanie v\u00a0\u010d\u00edn\u0161tine na Baidu teda prinieslo v\u00a0tomto pr\u00edpade 3,4 kr\u00e1t viac v\u00fdsledkov ako ke\u010f bolo vykonan\u00e9 v\u00a0anglickom jazyku.<\/p>\n \n Aby som overila v\u00fdsledky, rozhodla som sa uskuto\u010dni\u0165 rovnak\u00e9 vyh\u013ead\u00e1vanie pre in\u00fa nadn\u00e1rodn\u00fa spolo\u010dnos\u0165. Vybrala som firmu Henkel, ktor\u00e1 je svetozn\u00e1ma, m\u00e1 zast\u00fapenie v\u00a0\u010c\u00edne ale nie je rovnako exponovan\u00e1 ako Apple. Ve\u013ea \u010c\u00ed\u0148anov pou\u017e\u00edva produkty tejto spolo\u010dnosti na ka\u017edodennej b\u00e1ze, v\u00a0mnoh\u00fdch pr\u00edpadoch v\u0161ak nevedia, \u017ee s\u00fa pr\u00e1ve od nej. Ako som o\u010dak\u00e1vala, v\u00fdsledky h\u013eadania v\u00fdrazu Henkel cez Baidu v\u00a0angli\u010dtine boli v\u00fdrazne ni\u017e\u0161ie (1,96 mili\u00f3na) ako v\u00a0\u010d\u00edn\u0161tine (5,06 mili\u00f3na). To predstavuje 2,5 kr\u00e1t viac v\u00fdsledkov pre \u010d\u00ednsky n\u00e1zov spolo\u010dnosti, \u6c49\u9ad8\u516c\u53f8<\/span>, ako pre jej anglick\u00e9 meno, pod ktor\u00fdm si spolo\u010dnos\u0165 vybav\u00ed takmer ka\u017ed\u00fd na svete.<\/p>\n \n E\u0161te je potrebn\u00e9 spomen\u00fa\u0165, \u017ee pri vyh\u013ead\u00e1van\u00ed cez Google sa Henkel objav\u00ed v 39,9 mili\u00f3na v\u00fdsledkoch. To by mohlo evokova\u0165, \u017ee Google dok\u00e1\u017ee odhali\u0165 aj odkazy, ktor\u00e9 Baidu nevie n\u00e1js\u0165. Je to \u010diasto\u010dne pravda, je to v\u0161ak sp\u00f4soben\u00e9 cenz\u00farou internetu v \u010c\u00edne. Baidu v\u00a0s\u00falade s\u00a0platn\u00fdmi obmedzeniami neindexuje vo svojej datab\u00e1ze vyh\u013ead\u00e1vania str\u00e1nok webov\u00e9 str\u00e1nky, ktor\u00e9 s\u00fa zak\u00e1zan\u00e9 (napr\u00edklad u\u017e spom\u00ednan\u00fd Facebook). Webov\u00e9 str\u00e1nky v\u0161ak Baidu nezobrazuje ani v\u00a0pr\u00edpade, \u017ee obsahuj\u00fa prekliky (tzv. sp\u00e4tn\u00e9 odkazy) na zak\u00e1zan\u00e9 webov\u00e9 str\u00e1nky. V\u00a0praxi to vyzer\u00e1 tak, \u017ee Baidu nezobraz\u00ed va\u0161u webov\u00fa str\u00e1nku napr\u00edklad aj v\u00a0pr\u00edpade, \u017ee m\u00e1te na str\u00e1nke odkaz na v\u00e1\u0161 Youtube channel alebo feed na Facebooku \u010di Instagrame.<\/p>\n <\/p>\n Je samozrejme mo\u017en\u00e9 zobrazova\u0165 sa ako firma na\u00a0Baidu, vy\u017eaduje to v\u0161ak vlastnenie dom\u00e9ny s\u00a0koncovkou \u201e.cn\u201c a\u00a0hosting vo vn\u00fatrozemskej \u010c\u00edne alebo Hongkongu. Odpor\u00fa\u010dam tie\u017e vyh\u00fdba\u0165 sa po\u017e\u00edvaniu subdom\u00e9n a\u00a0javascriptu. Webov\u00e1 str\u00e1nka by mala by\u0165 v\u00a0mandar\u00ednskej \u010d\u00edn\u0161tine a\u00a0pou\u017e\u00edva\u0165 zjednodu\u0161en\u00fd skript, ktor\u00fd sa pou\u017e\u00edva vo vn\u00fatrozemskej \u010c\u00edne. <\/span><\/p>\n Ak\u00e1ko\u013evek webov\u00e1 str\u00e1nka mus\u00ed by\u0165 v\u00a0\u010c\u00edne od za\u010diatku optimalizovan\u00e1 na mobiln\u00e9 zariadenia. V\u00e4\u010d\u0161ina \u010c\u00ed\u0148anov str\u00e1nky prezer\u00e1 pr\u00e1ve z\u00a0mobiln\u00fdch zariaden\u00ed, tak\u017ee so str\u00e1nkou funguj\u00facou iba na tradi\u010dnom PC sa v\u00a0\u010c\u00edne \u010faleko nedostanete. R\u00fdchlos\u0165 na\u010d\u00edtania str\u00e1nky je v\u00a0\u010c\u00edne tie\u017e d\u00f4le\u017eitej\u0161ia ako u\u00a0n\u00e1s, tak\u017ee je potrebn\u00e9 vybra\u0165 hosting, tak aby bol maxim\u00e1lne responz\u00edvny. <\/span><\/p>\n <\/p>\n K\u013e\u00fa\u010dov\u00e9 slova je pre \u010c\u00ednu nutn\u00e9 vybera\u0165 v\u00fdlu\u010dne v\u00a0\u010d\u00ednskom jazyku. Baidu v\u00e1m s\u00a0ich v\u00fdberom pom\u00f4\u017ee cez Baidu Keyword Planner \u010do je ekvivalentom Keyword Planner na Google Ads. Cel\u00e1 platforma funguje iba v\u00a0\u010d\u00ednskom jazyku. Marketingov\u00e9 kampane je mo\u017en\u00e9 spravova\u0165 cez Baidu Webmaster Tools. Namiesto Google Trends, je v \u010c\u00edne potrebn\u00e9 na z\u00edskanie preh\u013eadu o\u00a0najvyh\u013ead\u00e1vanej\u0161\u00edch fr\u00e1zach na internete pou\u017ei\u0165 Baidu Index.<\/p>\n Zdroj: Pexels\n Pri k\u013e\u00fa\u010dov\u00fdch slov\u00e1ch je v\u00a0\u010c\u00edne spravidla vy\u0161\u0161ia konkurencia ako u\u00a0n\u00e1s. Je to sp\u00f4soben\u00e9 t\u00fdm, \u017ee Baidu nerozozn\u00e1va ekvivalenty slov v\u00a0mno\u017enom \u010d\u00edsle. Je to kv\u00f4li tomu, \u017ee \u010d\u00ednsky jazyk pou\u017e\u00edva mno\u017en\u00e9 \u010d\u00edslo explicitne iba sporadicky a\u00a0be\u017en\u00fd pou\u017e\u00edvate\u013e internetu takmer nikdy neh\u013ead\u00e1 slov\u00e1 v\u00a0plur\u00e1li.<\/p>\n \u00daspe\u0161n\u00fd online marketing zahrani\u010dn\u00fdch spolo\u010dnost\u00ed je mo\u017en\u00e9 robi\u0165 iba v pr\u00edpade \u00fapln\u00e9ho pochopenia a zoh\u013eadnenia lok\u00e1lnych \u0161pecif\u00edk. Zabudnite na soci\u00e1lne m\u00e9dia, ktor\u00e9 be\u017ene pou\u017e\u00edvate \u201ev na\u0161ich kon\u010din\u00e1ch\u201c a adaptujte sa na tie \u010d\u00ednske. \u010c\u00ednske soci\u00e1lne m\u00e9dia a vyh\u013ead\u00e1va\u010de s\u00fa efekt\u00edvne iba ak s\u00fa riaden\u00e9 kompletne v \u010d\u00edn\u0161tine. Dbajte aj na kon\u0161tantn\u00e9 prid\u00e1vanie nov\u00e9ho obsahu. V \u010c\u00edne je ove\u013ea d\u00f4le\u017eitej\u0161ie ma\u0165 pravidelne aktualizovan\u00fa webov\u00fa str\u00e1nku ako to, \u017ee str\u00e1nka m\u00e1 XY rokov hist\u00f3rie. <\/span><\/p>\n Zdroj: Unsplash\n Pri platenej reklame cez vyh\u013ead\u00e1va\u010d Baidu je tie\u017e potrebn\u00e9 po\u010d\u00edta\u0165 s\u00a0v\u00e4\u010d\u0161\u00edmi n\u00e1kladmi ako v\u00a0pr\u00edpade Google Ads. Minim\u00e1lna d\u013a\u017eka kampane cez Baidu trv\u00e1 3 mesiace a\u00a0je potrebn\u00e9 po\u010d\u00edta\u0165 aj s\u00a0depozitom vo v\u00fd\u0161ke cca 900 americk\u00fdch dol\u00e1rov e\u0161te pred za\u010dat\u00edm inzerovania. <\/span><\/p>\n Google aj Baidu v\u0161ak maj\u00fa aj spolo\u010dn\u00e9 \u010drty a\u00a0to penaliz\u00e1ciu kop\u00edrovania a\u00a0hodnotenie sp\u00e4tn\u00fdch odkazov na z\u00e1klade kvality, nie kvantity. <\/span><\/p>\n Zauj\u00edmav\u00fdm trendom je vyh\u013ead\u00e1vanie pomocou hlasu. V\u00a0\u010c\u00edne u\u017e takmer 50 percent mobiln\u00fdch u\u017e\u00edvate\u013eov internetu vyh\u013ead\u00e1va v\u00fdsledky pomocou hlasu. Pre porovnanie, v\u00a0USA vyh\u013ead\u00e1va pomocou hlasu menej ako 5 percent pou\u017e\u00edvate\u013eov. Zakomponovanie vyh\u013ead\u00e1vania hlasom m\u00f4\u017ee by\u0165 pre zahrani\u010dn\u00fa firmu v\u00a0bud\u00facnosti na \u010d\u00ednskom trhu ve\u013ekou konkuren\u010dnou v\u00fdhodou. Vyh\u013ead\u00e1vanie hlasom ale bude musie\u0165 prebieha\u0165 v\u00a0\u010d\u00edn\u0161tine…<\/span><\/p>\n Na z\u00e1ver by som sa rada vr\u00e1tila k\u00a0Google, na ktor\u00fd neodpor\u00fa\u010dam zaneviera\u0165 aj napriek zmenen\u00fdm faktom. Mnoho \u010c\u00ed\u0148anov tajne prezer\u00e1 z\u00e1padn\u00e9 str\u00e1nky prostredn\u00edctvom tzv. VPN (virtual private network \u2013 ktor\u00e1 v\u00e1m zmen\u00ed IP adresu po\u010d\u00edta\u010da tak, \u017ee si \u010d\u00ednsky firewall mysl\u00ed, \u017ee ste v\u00a0inej krajine mimo \u010c\u00edny a\u00a0preto v\u00e1s pri prezeran\u00ed internetu neblokuje). V\u00a0mnoh\u00fdch pr\u00edpadoch ide o\u00a0ich prv\u00fd kontakt s\u00a0va\u0161ou zna\u010dkou. Ofici\u00e1lne \u0161tatistiky pou\u017e\u00edvania Google v\u00a0\u010c\u00edne s\u00fa ove\u013ea ni\u017e\u0161ie ako odhadovan\u00e1 realita, tak\u017ee ak sa orientujete aj na \u010d\u00ednsky trh, st\u00e1le m\u00e1 zmysel inkorporova\u0165 na v\u00e1\u0161 web aj jazykov\u00fa mut\u00e1ciu v\u00a0\u010d\u00edn\u0161tine.<\/p>","protected":false},"excerpt":{"rendered":" Pre online market\u00e9rov na Slovensku je komunikovanie s\u00a0cie\u013eov\u00fdmi skupinami prostredn\u00edctvom soci\u00e1lnych siet\u00ed Facebook, Instagram a\u00a0Twitter ka\u017edodennou rutinou. Ich \u017eivot sa nezaob\u00edde ani bez nahr\u00e1vania zauj\u00edmav\u00e9ho obsahu na Youtube. Integr\u00e1lnu \u00falohu v\u00a0ich pr\u00e1ci m\u00e1 vyh\u013ead\u00e1vanie a\u00a0pl\u00e1novanie k\u013e\u00fa\u010dov\u00fdch slov, optimaliz\u00e1cia obsahu pre vyh\u013ead\u00e1va\u010de, tzv. \u201eSEO\u201c a\u00a0mana\u017eovanie reklamn\u00fdch kampan\u00ed cez Google Ads.<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-6285","post","type-post","status-publish","format-standard","hentry","category-archiv","two-columns"],"_links":{"self":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/6285","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/comments?post=6285"}],"version-history":[{"count":0,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/6285\/revisions"}],"wp:attachment":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/media?parent=6285"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/categories?post=6285"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/tags?post=6285"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Pri platenej reklame vo vyh\u013ead\u00e1va\u010doch a\u00a0optimaliz\u00e1cii pre vyh\u013ead\u00e1va\u010de v\u00a0\u010c\u00edne zabudnite na Google!<\/b><\/h3>\n
Aj sp\u00e4tn\u00e9 odkazy v\u00e1s m\u00f4\u017eu st\u00e1\u0165 \u201eneexistenciu\u201c na \u010d\u00ednskom internete<\/b><\/h3>\n
Je v\u00f4bec mo\u017en\u00e9 zvidite\u013eni\u0165 sa v\u00a0\u010d\u00ednskom vyh\u013ead\u00e1va\u010di?<\/b><\/h3>\n
Ako vybra\u0165 spr\u00e1vne k\u013e\u00fa\u010dov\u00e9 slov\u00e1?<\/b><\/h3>\n
Rady na z\u00e1ver<\/b><\/h3>\n