{"id":273064,"date":"2023-02-12T17:09:42","date_gmt":"2023-02-12T16:09:42","guid":{"rendered":"https:\/\/zakrasnejsivimperk.cz\/?p=273064"},"modified":"2023-02-12T17:09:42","modified_gmt":"2023-02-12T16:09:42","slug":"dtest-online-marketing-cileny-na-seniory","status":"publish","type":"post","link":"https:\/\/zakrasnejsivimperk.cz\/?p=273064","title":{"rendered":"dTest: Online marketing c\u00edlen\u00fd na seniory"},"content":{"rendered":"
Senio\u0159i u\u017e d\u00e1vno nestoj\u00ed na okraji z\u00e1jmu marketingov\u00fdch kampan\u00ed. Star\u0161\u00ed spot\u0159ebitel\u00e9 se st\u00e1le \u010dast\u011bji za\u010d\u00ednaj\u00ed pohybovat v online prostoru. A marketingov\u00ed specialist\u00e9 si toho jsou dob\u0159e v\u011bdomi. Jak\u00e9 strategie firmy v reklam\u011b pou\u017e\u00edvaj\u00ed? A je tento marketing v\u017edy etick\u00fd?<\/h6>\n

\"\"Marketing zac\u00edlen\u00fd na seniory m\u00e1 sv\u00e1 specifika dan\u00e1 zejm\u00e9na fyziologick\u00fdm st\u00e1rnut\u00edm. Jednou ze z\u00e1kladn\u00edch marketingov\u00fdch strategi\u00ed je vytvo\u0159en\u00ed reklamy, kter\u00e1 ukazuje seniory takov\u00e9, jac\u00ed by si sami p\u0159\u00e1li b\u00fdt. Vit\u00e1ln\u011bj\u0161\u00ed, aktivn\u011bj\u0161\u00ed, v obklopen\u00ed rodiny. P\u0159itom tento marketing, jako u mlad\u0161\u00ed generace, nepracuje se strategi\u00ed vyvolat n\u011bjakou novou pot\u0159ebu, ale sp\u00ed\u0161e \u0159e\u0161en\u00ed jejich probl\u00e9m\u016f a podporu prodeje t\u0159eba formou slevov\u00fdch kupon\u016f.<\/p>\n

Marketingov\u00ed specialist\u00e9 se ale mnohdy nezdr\u00e1haj\u00ed zneu\u017e\u00edvat zranitelnosti star\u0161\u00edch lid\u00ed \u2013 a\u0165 u\u017e se jedn\u00e1 o reklamu nab\u00edzej\u00edc\u00ed z\u00e1zra\u010dn\u00e9 vy\u0159e\u0161en\u00ed zdravotn\u00edch probl\u00e9m\u016f, finan\u010dn\u00edho zabezpe\u010den\u00ed \u010di pocitu osam\u011blosti, kdy se senio\u0159i st\u00e1vaj\u00ed snadnou ob\u011bt\u00ed podvodn\u00fdch online seznamek. Narazit m\u016f\u017eeme i na reklamy, jejich\u017e hlavn\u00edm c\u00edlem je finan\u010dn\u00ed vyko\u0159is\u0165ov\u00e1n\u00ed star\u0161\u00edch lid\u00ed formou podvod\u016f a n\u00e1tlakov\u00fdch prodejn\u00edch taktik. \u201eZejm\u00e9na v posledn\u00ed dob\u011b jsou velk\u00fdm rizikem podvody spojen\u00e9 s bankovnictv\u00edm,\u201c<\/em> uv\u00e1d\u00ed \u0159editelka spot\u0159ebitelsk\u00e9 organizace dTest Eduarda Hek\u0161ov\u00e1 a dopl\u0148uje: \u201eTypicky se jedn\u00e1 o nab\u00eddky drobn\u00e9ho investov\u00e1n\u00ed pro seniory s p\u0159\u00edslibem v\u00fdd\u011blku. K\u00e1men \u00farazu \u010dasto spo\u010d\u00edv\u00e1 v tom, \u017ee p\u0159i komunikaci senio\u0159i poskytnou nev\u011bdomky i p\u0159\u00edstupov\u00e9 \u00fadaje k \u00fa\u010dt\u016fm.\u201c<\/em><\/p>\n

Jak si tedy u\u017e\u00edt online prostor pln\u00fd c\u00edlen\u00fdch reklam bezpe\u010dn\u011b?<\/h6>\n

Je kl\u00ed\u010dov\u00e9 si uv\u011bdomit, \u017ee nic nen\u00ed zadarmo. Ani ve virtu\u00e1ln\u00edm sv\u011bt\u011b. \u201eMnohdy na internetu neplat\u00edme pen\u011bzi, ale t\u0159eba i vypln\u011bn\u00edm e-mailov\u00e9 adresy, kter\u00e1 nab\u00edz\u00ed pro firmy snadnou cestu k c\u00edlen\u00e9 reklam\u011b,\u201c<\/em> konstatuje Eduarda Hek\u0161ov\u00e1 a d\u00e1le rad\u00ed: \u201eNen\u00ed tak od v\u011bci, \u010das od \u010dasu pomoci senior\u016fm s odhl\u00e1\u0161en\u00edm obt\u011b\u017euj\u00edc\u00edch obchodn\u00edch sd\u011blen\u00ed, pokud o na\u0161i pomoc, samoz\u0159ejm\u011b, budou st\u00e1t.\u201c<\/em><\/p>\n

Na m\u00edst\u011b je tak\u00e9 obez\u0159etnost a jist\u00e1 d\u00e1vka skepse. Zejm\u00e9na v p\u0159\u00edpad\u011b, pokud je reklamn\u00ed nab\u00eddka a\u017e p\u0159\u00edli\u0161 l\u00e1kav\u00e1. D\u016fle\u017eit\u00e9 je tak\u00e9 nev\u011b\u0159it v\u00fdzv\u00e1m, u kter\u00fdch m\u00e1 senior reagovat hned. \u201eJe spousta p\u0159\u00edslov\u00ed hod\u00edc\u00edch se pro sv\u011bt internetu, kter\u00e1 budou senio\u0159i dob\u0159e zn\u00e1t, nap\u0159\u00edklad \u201aDvakr\u00e1t m\u011b\u0159, jednou \u0159e\u017e\u2018 nebo \u201aNekupuj zaj\u00edce v pytli\u2018,\u201c<\/em> podot\u00fdk\u00e1 Eduarda Hek\u0161ov\u00e1. \u010casto se toti\u017e setk\u00e1me s reklamou, kter\u00e1 se sna\u017e\u00ed spot\u0159ebitele dostat pod tlak.<\/p>\n

Kone\u010dn\u011b je zapot\u0159eb\u00ed po\u010d\u00edtat s t\u00edm, \u017ee \u0159ada star\u0161\u00edch spot\u0159ebitel\u016f \u010dasto zku\u0161enost s podvodnou reklamou bagatelizuje. Za t\u00edm \u010dasto stoj\u00ed stud z toho, \u017ee se nechali nap\u00e1lit nebo p\u0159i z\u00e1va\u017en\u011bj\u0161\u00edch podvodech obavy ze sekund\u00e1rn\u00ed viktimizace ze strany police. Je tak d\u016fle\u017eit\u00e9 oprostit se od obvi\u0148ov\u00e1n\u00ed senior\u016f, pokud snadno uv\u011b\u0159\u00ed l\u00e1kav\u00e9 nab\u00eddce. Cestou je otev\u0159en\u00e1 a laskav\u00e1 komunikace a trp\u011bliv\u00e9 vysv\u011btlen\u00ed rizik, kter\u00e9 c\u00edlen\u00e1 online reklama p\u0159in\u00e1\u0161\u00ed.<\/p>\n

P\u0159i podez\u0159en\u00ed na podvodnou reklamu doporu\u010dujeme vyu\u017e\u00edt s\u00edlu internetu a zkusit si vyhledat n\u00e1zev v\u00fdrobku \u010di spole\u010dnosti t\u0159eba na str\u00e1nk\u00e1ch https:\/\/www.hoax.cz\/cze<\/strong><\/a>\/ nebo na na\u0161em serveru Vasestiznosti.cz<\/strong><\/a>. Tak\u00e9 je mo\u017en\u00e9 p\u0159\u00edpadn\u00fd e-shop vyhledat na str\u00e1nk\u00e1ch \u010cesk\u00e9 obchodn\u00ed inspekce, kter\u00e1 vede seznam rizikov\u00fdch e-shop\u016f zde https:\/\/www.coi.cz\/pro-spotrebitele\/rizikove-e-shopy<\/strong><\/a>\/. V p\u0159\u00edpad\u011b nejasnost\u00ed, zda se jedn\u00e1 o podvodn\u00e9 jedn\u00e1n\u00ed, se m\u016f\u017eete obr\u00e1tit tak\u00e9 na na\u0161i poradnu. S odhalen\u00edm podvodn\u00fdch str\u00e1nek, na kter\u00e9 l\u00e1k\u00e1 reklama, m\u016f\u017ee pomoci i nainstalov\u00e1n\u00ed n\u011bkter\u00e9ho z bezpe\u010dnostn\u00edch softwar\u016f.<\/p>\n

dTest<\/strong><\/p>\n

\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Senio\u0159i u\u017e <\/p>\n","protected":false},"author":2,"featured_media":273066,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[87],"tags":[],"jetpack_featured_media_url":"https:\/\/zakrasnejsivimperk.cz\/wp-content\/uploads\/2023\/02\/12\/ram-dtest.jpg","_links":{"self":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/273064"}],"collection":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=273064"}],"version-history":[{"count":1,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/273064\/revisions"}],"predecessor-version":[{"id":273065,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/273064\/revisions\/273065"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/media\/273066"}],"wp:attachment":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=273064"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=273064"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=273064"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}