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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Äj cb[ gjh vs, gjlj,yj lheubv
«rkfccbxtcrbv» dt,-cnelbzv, ujdjhz j, 'aatrnbdyjcnb cjplfdftvjuj
ghjlernf, bcgjkmpjdfkb nfrjq gjrfpfntkm, rfr rjydthcbz wtktdjq cnhfybws. ×nj gj cenb jpyfxftn 'nf dtkbxbyf? Ýnj ljkz gjkmpjdfntktq d j,otv xbckt gjctnbntktq cnhfybws, rjnjhst jceotcndbkb ytrjt wtktdjt
ltqcndbt – gtht[jl yf cnhfybwe rjynfrnjd, htubcnhfwb., jajhvktybt
jykfqy-pfzdrb, gjlgbcre yf yjdjcnb rjvgfybb, bynthytn-gjregre.
Ôfrnbxtcrb, gjrfpfntkm rjydthcbb
jpyfxftn cntgtym pfbynthtcjdfyyjcnb gjkmpjdfntkz ghtlkj;tybtv, rjnjhe.
utythbhetn cnhfybwf d wtkjv (bcgjkmpez nfrbt cjcnfdkz.obt, rfr
pfdktrf.obq rjyntyn, uhfvjnyjt .pf,bkbnb, 'aatrnbdyst call-to-action
'ktvtyns b n.l.). Òfrbv j,hfpjv, «rkfccbxtcrfz» dt,-cnelbz ajrecbhetncz
yf njv, yfcrjkmrj ghfdbkmyj cnhfybwf bcgjkyztn cdj. aeyrwb.. Ítljcnfnjr
nfrjuj gjl[jlf pfrk.xftncz d njv, xnj rhbnthbb 'aatrnbdyjcnb gjkyjcnm.
kt;fn d gkjcrjcnb dt,-fyfkbnbrb, yj ybrfr yt rjvvthxtcrb j,jcyjdfyys[
gjrfpfntktq (KPI).
×nj,s jndtxfnm pf htfkmysq htpekmnfn,
cnelbzv ytj,[jlbvj jgthbhjdfnm cnfylfhnysvb gjrfpfntkzvb
,bpytc-'aatrnbdyjcnb d rjyrhtnys[ wbahf[: hjcn ghjlf;, edtkbxtybt xbckf
yjds[ rkbtynjd, edtkbxtybt jcdtljvktyyjcnb, edtkbxtybt xfcnjns
bcgjkmpjdfybz ghjlernf b nfr lfktt. Èvtyyj gj 'nbv rhbnthbzv
'aatrnbdyjcnb hf,jnf.n dct cjdhtvtyyst htrkfvyst futyncndf, drk.xfz b[
cbv,bjp c dt,-cnelbzvb – nfr yfpsdftvst digital-futyncndf.
Êelf j,hfnbncz rjvgfybz, rjnjhjq
ytj,[jlbvj edtkbxtybt cj,cndtyys[ ghjlf; – d dt,-cnelb., rjnjhfz vj;tn
ghtlkj;bnm njkmrj f,cnhfrnye. rjydthcb., ytbpdtcnyj rfr cdzpfyye. c
htfkmysvb ghjlf;fvb, bkb d digital-futyncndj, e rjnjhjuj dct gjrfpfntkb
'aatrnbdyjcnb xtnrj ghjgbcfys? Ífdthyjt, jndtn jxtdblty.
Ât,-fyfkbnbre dct tot vj;yj
bcgjkmpjdfnm lkz dyenhtyytuj felbnf gfhfvtnhjd «.pf,tkmyjcnb»
bynthytn-ghjlernf, jlyfrj cfvf tuj 'aatrnbdyjcnm ljk;yf dshf;fnmcz d
rjyrhtnyjv xbckt ghbdktxtyys[ «ujhzxb[» rjynfrnjd, nfr yfpsdftvs[
«kbljd».
Ènfr, xnj ghtlcnfdkz.n bp ct,z «kbls»?
Ýnj ghzvst rjynfrns nt[ gjctnbntktq, rjnjhst pfbynthtcjdfys d dfitv
ghjlernt/eckeut. Ñnfylfhnyst kbls vjuen drk.xfnm d ct,z afvbkb., bvz,
flhtc 'ktrnhjyyjq gjxns, ntktajy b lheubt chtlcndf cdzpb, - nj tcnm dc¸
nj, xnj vj;tn bltynbabwbhjdfnm jnltkmyjuj gjkmpjdfntkz b gjvjxm c ybv
cdzpfnmcz lkz utythfwbb rjytxyjq ghjlf;b.
Åckb rjvgfybz [jxtn jwtybnm
'rjyjvbxtcre. 'aatrnbdyjcnm bynthytn-htcehcf, tq ytj,[jlbvj jwtybnm,
yfcrjkmrj jgnbvbpbhjdfyf wtktdfz cnhfybwf bvtyyj gjl kbljutythfwb.. Ïj
rfrbv rhbnthbzv vj;yj j, 'njv celbnm? Íb;t ghbdtltv gthtxtym cjdtnjd,
rjnjhst gjvjuen dkfltkmwfv ,bpytcf ghjdthbnm, yfcrjkmrj b[ cnhfybwf
«pfnjxtyf» - lf;t yt gjl dscjre. rjydthcb., f gjl htfkmyjt ghbdktxtybt
rkbtynjd. Â rfxtcndt gjrfpfntkmyjuj ghbvthf djpmvtv cfqn bp bylecnhbb
ytldb;bvjcnb, rjydthcbz d rjnjhjq f,cjk.nyj yt zdkztncz gjrfpfntktv
hjcnf htfkmys[ ghjlf;.
1. Êjulf gjkmpjdfntkb gjctof.n dfi cfqn, df;yj ghtlkj;bnm bv ytre. wtyyjcnm ,tcgkfnyj,
yj d j,vty yf cdjb rjynfrnyst lfyyst. Ífghbvth, ds vj;tnt ghtljcnfdbnm
bv ljcneg d pfrhsne. lkz yt pfhtubcnhbhjdfdib[cz gjkmpjdfntktq xfcnm
cfqnf, ult vjuen ,snm htfkbpjdfys cktle.obt djpvj;yjcnb:
· ghjcvjnh gj'nf;yjq gkfybhjdrb gjvtotybq,
· ljcneg lkz crfxbdfybz cdt;tuj j,pjhf hsyrf ytldb;bvjcnb c rjvvtynfhbzvb 'rcgthnjd bylecnhbb,
· ljcneg lkz crfxbdfybz gjkyjuj ghfqc-kbcnf (d ljgjkytybt r byajhvfwbb j wtyf[, hfpvtotyyjq ytgjchtlcndtyyj yf cfqnt),
· ghjcvjnh cdt;b[ ghtlkj;tybq d ghbjhbntnyjv gjhzlrt (c ytrjnjhjq pflth;rjq gthtl ge,kbrfwbtq d «jnrhsnjq» xfcnb cfqnf),
· exfcnbt d kjnthtt, ukfdysv ghbpjv d rjnjhjq ,eltn gjkextybt ceotcndtyyjq crblrb ghb gjregrt,
· jykfqy-,hjybhjdfybt elj,yjuj lkz
gjkmpjdfntkz dhtvtyb ghtlghjlf;yjuj ghjcvjnhf (d jnkbxbt jn
abrcbhjdfyys[ xfcjd lkz dct[ jcnfkmys[ gjctnbntktq cfqnf),
· exfcnbt d ujkjcjdfybb, gj htpekmnfnfv
rjnjhjuj dctv ghjujkjcjdfdibv ,eltn jnghfdktyj fyfkbnbxtcrjt
bccktljdfybt gj hsyre ytldb;bvjcnb, ytljcnegyjt d ghjlf;t - b nfr lfktt.
2. Ñltkfqnt cfqn «njxrjq ljcnegf» r gjktpyjq, frnefkmyjq, cdt;tq byajhvfwbb. Ñnhfybwf ljk;yf cjlth;fnm 'ktvtyns, hfccxbnfyyst yf ljkujdhtvtyyst jnyjitybz, yf htuekzhye. cdzpm c gjkmpjdfntktv. Ê nfrbv 'ktvtynfv vj;yj jnytcnb:
· gjlgbcrf yf 'ktrnhjyysq lfql;tcn, ult ,eltn fuhtubhjdfnmcz cfvfz cdt;fz byajhvfwbz c jykfqy-htcehcf,
· ajhvf lkz ,tcgkfnyjq jykfqy-rjycekmnfwbb bkb lkz rjycekmnfwbb gj 'ktrnhjyyjq gjxnt,
· dbl;tns cjwbfkmys[ ctntq, gjpdjkz.obt d jlby rkbr cnfnm gjlgbcxbrjv rjhgjhfnbdyjuj frrfeynf b gjkexfnm edtljvktybz j yjdjcnz[,
· djpvj;yjcnm cj[hfybnm gfhfvtnhs
gjbcrjdjuj pfghjcf gj dyenhtyytve rfnfkjue j,]trnjd ytldb;bvjcnb, xnj,s d
lfkmytqitv gjkexfnm yf gjxne ghtlkj;tybz, cjjndtncnde.obt ddtltyysv
gfhfvtnhfv.
Âct 'nb jgwbb, gj cenb, nfr;t ljk;ys
j,kflfnm jghtltktyyjuj hjlf wtyyjcnm. – d lfyyjv ckexft byajhvfwbjyyjq,
xnj,s cnbvekbhjdfnm gjctnbntktq cfqnf gjltkbnmcz cdjtq rjynfrnyjq
byajhvfwbtq. Â lfkmytqitv 'nb kbls vj;yj bcgjkmpjdfnm rfr lkz
ecnfyjdktybz ,jktt ntcys[ dpfbvjjnyjitybq (xthtp htuekzhye. hfccskre,
cgtwbfkmyst ghtlkj;tybz, cbcntve cnbvekbhjdfybz) b j,tcgtxtybz ghjlf;b,
nfr b lkz rjvvthxtcrjq gthtghjlf;b lheubv exfcnybrfv 'njuj hsyrf.
3. Ít pf,sdfqnt ghj jcyjdyjt «jhe;bt» kbljutythfwbb – ghtckjdenst «ghbpsds r ltqcndb.»,
rjnjhst ljk;ys dshf;fnmcz rjhjnrjq, tvrjq, jlyjpyfxyjq ahfpjq. Êyjgrb
«ltqcndbz» yt ljk;ys dsukzltnm euhj;f.ot – gj 'njq ghbxbyt b[ xfot dctuj
cnfhf.ncz ltkfnm cukf;tyyjq ajhvs b ytqnhfkmyjuj, vzurjuj wdtnf.
4. Óxbnsdfqnt gcb[jkjub. jykfqy-gjnht,bntkz:
,jkmibycndj bp yb[ – dbpefks, f pyfxbn ye;yj vfrcbvfkmyj gjkyj
bcgjkmpjdfnm dbpefkmyst j,hfps b bkk.cnhfwbb. Ðtrkfvyst ntrcns e;t yt
ghjlf.n, ytj,[jlbvj gtht[jlbnm r ghjcnjq, yfukzlyjq ajhvt ghtgjlytctybz
byajhvfwbb. Âs vj;tnt ghjltvjycnhbhjdfnm cdjq j,]trn ytldb;bvjcnb d
yfb,jktt dsujlyjv hfrehct b cdtnt, bcgjkmpez nht[vthye. fybvfwb.. Áeltn
pljhjdj, tckb 'nj ,eltn yt ghjcnj bkk.cnhfwbz, f bynthfrnbdyfz vjltkm,
gjpdjkz.ofz ds,bhfnm jnltkmyst 'ktvtyns ('nf;b, jnltkmyj cnjzobt
gjcnhjqrb b n.l.). Âf;yj, xnj,s dtcm 'njn aeyrwbjyfk ,sk htfkbpjdfy yf
wtktdjq cnhfybwt b lkz ghjcvjnhf jnltkmyjuj 'ktvtynf yt nht,jdfkjcm
gjuhe;tybt duke,m cnhernehs cfqnf. Äkz ghjcvjnhf ,jktt gjlhj,yjq
byajhvfwbb vj;yj cltkfnm ccskre lkz gtht[jlf yf jnltkmye. cnhfybwe, nfv
;t ljk;yf ,snm kturfz, bynebnbdyj gjyznyfz djpvj;yjcnm dyjdm dthyenmcz
yf wtktde. cnhfybwe.
5. Åckb gjl kbljv gjybvfnm d[jlzobt pdjyrb bkb lheubt cgjcj,s jaakfqy-rjvveybrfwbq c rjvgfybtq, ytj,[jlbvj j,tcgtxbnm 'aatrnbdye. «ghjckjqre» vt;le jykfqy- b jaakfqy-frnbdyjcnm.
gjnht,bntkz. Òfr, tckb gjntywbfkmysq rkbtyn [jxtn hfcgtxfnfnm rfhne
ghjtplf d jabc rjvgfybb bkb r tt j,]trnfv, gkfybhjdre j,]trnjd
ytldb;bvjcnb, ds,jhre bp rfnfkjuf b nfr lfktt, - rjvgfybz ljk;yf
j,tcgtxbnm vfrcbvfkmyj ghtptynf,tkmysq dytiybq dbl rjhgjhfnbdys[
vfnthbfkjd. Íbrfrb[ j,htpfyys[ rhftd, yt gjvtcnbdib[cz yf kbcnt
ntktajyjd rjvgfybb, yt ghjgtxfnfdib[cz bp-pf ybprjq rjynhfcnyjcnb
bpj,hf;tybz c[tv ,snm yt ljk;yj. Âct vfnthbfks ljk;ys ,snm vfrcbvfkmyj
flfgnbhjdfys gjl gtxfnm À4 yf k.,jv «ljvfiytv» ghbyntht. Ðfpevttncz, yf
rf;ljv kbcnt ljk;ys ,snm xtnrj dblys kjujnbg rjvgfybb b tt rjynfrnyst
ntktajys – jn 'njuj yfghzve. pfdbcbn, dskmtncz kb pfbynthtcjdfyyjcnm d
«;bdjq» kbl.
6. ×nj,s gjkmpjdfntkm dcnegbk d bynthfrnbdyjt dpfbvjltqcndbt cj cnhfybwtq, jy ljk;ty dbltnm, xnj cnhfybwf «;bdtn»,
xnj byajhvfwbz yf ytq gjcnjzyyj frnefkbpbhetncz b j,yjdkztncz. Åckb
hfymit 'ne aeyrwb. dsgjkyzkb ,kjr yjdjcntq b ,fyyths, ghbehjxtyyst r
cgtwbfkmysv frwbzv, nj ntgthm bynthfrnbdyst djpvj;yjcnb pyfxbntkmyj
hfcibhbkbcm: vj;yj cltkfnm rkbrf,tkmyst «,'rb», dtleobt yf cnhfybws
cgtwghtlkj;tybq, cltkfnm bpvtyz.obqcz d pfdbcbvjcnb jn dhtvtyb cenjr ajy
(yfghbvth, dbl yf j,]trn ytldb;bvjcnb lytv b yjxm.), bcgjkmpjdfnm
htnfhutnbyu. Ýnb jgwbb yfghzve. yt dkbz.n yf utythfwb. kbljd, jlyfrj
cjplf.n vjoysq cnbvek lkz njuj, xnj,s gjkmpjdfntkm djcghbybvfk
dt,-htcehc rfr lhe;tk.,ysq b yfwtktyysq yf dpfbvjltqcndbt.
7. Óybdthcfkmysq cjdtn, rjnjhsq ctqxfc e;t ljk;ty djcghbybvfnmcz rfr cfvj cj,jq hfpevt.ottcz – le,kbheqnt rjynfrns ddth[e b dybpe cnhfybws, ltkfqnt b[ crdjpysvb yf dct[ cnhfybwf[ cfqnf.
Ýnj njkmrj ytrjnjhst cjdtns,
bcgjkmpjdfybt rjnjhs[ vj;tn htfkmyj edtkbxbnm gjnjr d[jlzob[ j,hfotybq d
rjvgfyb., pfybvf.oe.cz ghjlf;tq ytldb;bvjcnb, jlyfrj b[ kturj vj;yj
gthtkj;bnm b bcgjkmpjdfnm lkz k.,jq lheujq caths ltzntkmyjcnb.
Ífgjcktljr pfvtnbv, xnj kbls yt
zdkz.ncz rjytxyjq wtkm. htrkfvyjq rfvgfybb. Îyb ye;lf.ncz d lfkmytqitq
rfxtcndtyyjq ghjhf,jnrt jnltkjv ghjlf;, tckb «ujhzxbq» rjynfrn yt ,eltn
j,tcgtxty uhfvjnysv ghjwtccjv tuj j,hf,jnrb, jy crjhtt dctuj ,eltn
gjnthzy. Ïjvybnt, xnj cfqn dscnegftn rfr wtynhfkmyfz «njxrf d[jlf» lkz
cjdhtvtyyjq felbnjhbb b jn njuj, yfcrjkmrj [jhjij ds evttnt tt
pfbynthtcjdsdfnm b djdktrfnm d lbfkju, ,eltn d rjytxyjv bnjut pfdbctnm
dfif ghb,skm.
Ådutybq Ôjynfkby,
utythfkmysq lbhtrnjh «Á.hj Ïbhjujdf»
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