{"id":1250,"date":"2025-09-08T07:00:22","date_gmt":"2025-09-08T07:00:22","guid":{"rendered":"https:\/\/qmarketing.ro\/?p=1250"},"modified":"2025-09-05T14:15:47","modified_gmt":"2025-09-05T14:15:47","slug":"noile-canale-de-angajament-si-masurare-in-era-post-cookie","status":"publish","type":"post","link":"https:\/\/qmarketing.ro\/ro\/noile-canale-de-angajament-si-masurare-in-era-post-cookie\/","title":{"rendered":"Marketing \u00een 2025: Noile Canale de Angajament \u0219i M\u0103surare \u00een Era Post-Cookie"},"content":{"rendered":"<h2><b>Noile Canale de Angajament \u0219i M\u0103surare \u00een Era Post-Cookie<\/b><\/h2>\n<p>&nbsp;<\/p>\n<p>Peisajul media digital\u0103 se fragmenteaz\u0103 \u00eentr-un ritm accelerat. Acest fenomen este determinat de dou\u0103 cauze principale: schimbarea comportamentului consumatorilor \u0219i noile constr\u00e2ngeri tehnice, cum ar fi dispari\u021bia cookie-urilor ter\u021be.<\/p>\n<p>\u00centr-un mediu at\u00e2t de complex, marketerii trebuie s\u0103 se adapteze. Ei sunt nevoi\u021bi s\u0103 reg\u00e2ndeasc\u0103 at\u00e2t canalele prin care ajung la audien\u021b\u0103, c\u00e2t \u0219i metodele prin care m\u0103soar\u0103 eficacitatea eforturilor lor.<\/p>\n<h3><b>Pr\u0103bu\u0219irea P\u00e2lniei de Marketing (The Collapsing Funnel)<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p>Conceptul tradi\u021bional al p\u00e2lniei de marketing descrie un proces liniar. Acesta ghideaz\u0103 consumatorul prin etape distincte: con\u0219tientizare (awareness), considerare (consideration) \u0219i conversie (conversion).<\/p>\n<p>Ast\u0103zi, \u00eens\u0103, acest model devine din ce \u00een ce mai irelevant. C\u0103l\u0103toria clientului modern nu mai este o progresie previzibil\u0103. A devenit, \u00een schimb, un &#8222;sistem de interac\u021biuni&#8221; dinamic \u0219i adesea imprevizibil. <a href=\"https:\/\/blog.catmedia.ie\/ahead-of-the-curve-2025-marketing-trends-from-gartner-and-hubspot\"><span style=\"font-weight: 400;\">Ahead of the Curve: 2025 Marketing Trends from Gartner &amp; HubSpot. <\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un utilizator poate parcurge \u00eentregul traseu, de la descoperirea unui brand nou la finalizarea unei achizi\u021bii, \u00een mai pu\u021bin de 90 de secunde, totul \u00een cadrul unui singur feed de social media.<\/span><a href=\"https:\/\/www.forbes.com\/councils\/forbescommunicationscouncil\/2025\/01\/02\/8-mega-trends-that-matter-for-marketing-in-2025\/\"><span style=\"font-weight: 400;\">8 Mega-Trends That Matter For Marketing In 2025 &#8211; Forbes. <\/span><\/a><span style=\"font-weight: 400;\">\u00a0Reclamele &#8222;shoppable&#8221; \u0219i integrarea nativ\u0103 a func\u021bionalit\u0103\u021bilor de e-commerce \u00een platformele de con\u021binut comprim\u0103 p\u00e2lnia \u00eentr-un singur punct de contact, f\u0103c\u00e2nd ca modelele de atribuire secven\u021bial\u0103 s\u0103 fie dificil de aplicat.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Canale \u00een Ascensiune<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">\u00cen contextul acestor c\u0103l\u0103torii de cump\u0103rare accelerate \u0219i non-lineare, anumite canale digitale c\u00e2\u0219tig\u0103 o importan\u021b\u0103 strategic\u0103 deosebit\u0103.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Social Commerce &amp; Shoppable Video:<\/b><span style=\"font-weight: 400;\"> Platformele sociale au evoluat de la a fi simple canale de comunicare \u0219i awareness la a deveni vitrine digitale complet func\u021bionale. Integrarea dintre social media \u0219i e-commerce este o tendin\u021b\u0103 major\u0103, permi\u021b\u00e2nd o experien\u021b\u0103 de cump\u0103rare fluid\u0103 \u0219i f\u0103r\u0103 \u00eentreruperi.<\/span><a href=\"https:\/\/www.deloittedigital.com\/nl\/en\/insights\/perspective\/marketing-trends-2025.html\"><span style=\"font-weight: 400;\">Marketing Trends of 2025 &#8211; Deloitte Digital<\/span><\/a><span style=\"font-weight: 400;\">19<\/span><span style=\"font-weight: 400;\"> Poten\u021bialul acestui sector este imens: veniturile globale din social commerce sunt proiectate s\u0103 dep\u0103\u0219easc\u0103 1 trilion de dolari p\u00e2n\u0103 \u00een 2028.<\/span><a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-emea\/consumer-insights\/consumer-trends\/digital-marketing-trends-2025\/\"><span style=\"font-weight: 400;\">Top 2025 digital marketing trends: AI, MMM, and more<\/span><\/a><span style=\"font-weight: 400;\">7<\/span><span style=\"font-weight: 400;\"> Con\u021binutul video joac\u0103 un rol central \u00een acest ecosistem. Un studiu a ar\u0103tat c\u0103 62% dintre utilizatorii YouTube recunosc c\u0103 platforma le influen\u021beaz\u0103 deciziile de cump\u0103rare, transform\u00e2nd videoclipurile din simple materiale de divertisment \u00een catalizatori puternici pentru conversie.<\/span><a href=\"https:\/\/www.theedigital.com\/blog\/digital-marketing-trends\"><span style=\"font-weight: 400;\">Digital Marketing Trends 2025 | TheeDigital<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Connected TV (CTV):<\/b><span style=\"font-weight: 400;\"> Pe m\u0103sur\u0103 ce consumatorii, \u00een special cei din genera\u021bia Z, abandoneaz\u0103 televiziunea liniar\u0103 tradi\u021bional\u0103 \u00een favoarea serviciilor de streaming, bugetele de publicitate urmeaz\u0103 acest trend. Cheltuielile publicitare pe CTV sunt \u00eentr-o cre\u0219tere exponen\u021bial\u0103, proiectate s\u0103 ating\u0103 30 de miliarde de dolari \u00een 2024 doar \u00een SUA.<\/span><a href=\"https:\/\/www.northbeam.io\/blog\/2025-marketing-trends-to-watch-out-for-part-1\"><span style=\"font-weight: 400;\">2025 Marketing Trends to Watch Out For: Part 1 &#8211; Northbeam. <\/span><\/a><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Spre deosebire de publicitatea TV clasic\u0103, CTV \u00eembin\u0103 impactul vizual al ecranului mare cu precizia de targetare a marketingului digital.<\/span><\/span>Marketerii pot segmenta audien\u021bele pe baza intereselor \u0219i a datelor demografice. De asemenea, ei pot face retargeting.Cel mai important, pot m\u0103sura randamentul investi\u021biei (ROI) \u00eentr-un mod similar cu alte canale digitale. Acesta este un avantaj competitiv major. <a href=\"https:\/\/www.northbeam.io\/blog\/2025-marketing-trends-to-watch-out-for-part-1\">2025 Marketing Trends to Watch Out For: Part 1 &#8211; Northbeam<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>Criza M\u0103sur\u0103rii \u0219i Rena\u0219terea MMM<\/h2>\n<p>&nbsp;<\/p>\n<p>Sf\u00e2r\u0219itul anun\u021bat al cookie-urilor ter\u021be \u00een browserele majore, descris ca &#8222;cea mai lung\u0103 scen\u0103 a mor\u021bii din istorie&#8221;, marcheaz\u0103 finalul unei ere \u00een m\u0103surarea digital\u0103. Modelele de atribuire bazate pe urm\u0103rirea utilizatorilor individuali pe diferite site-uri devin din ce \u00een ce mai nesigure \u0219i incomplete.<\/p>\n<p>&nbsp;<\/p>\n<h3>O Nou\u0103 Solu\u021bie pentru o Veche Problem\u0103<\/h3>\n<p>&nbsp;<\/p>\n<p>&#8222;Criza m\u0103sur\u0103rii&#8221;, fragmentarea canalelor media \u0219i presiunea constant\u0103 asupra bugetelor au creat un context nou. Aceste condi\u021bii sunt perfecte pentru rena\u0219terea unei metodologii mai vechi, dar acum modernizate: Modelele de Marketing Mix (MMM).<\/p>\n<p><b>Modelele de Marketing Mix (MMM)<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>Modelele de Marketing Mix (MMM) folosesc o abordare statistic\u0103 de tip &#8222;top-down&#8221;. Acestea analizeaz\u0103 impactul diferitelor canale de marketing, at\u00e2t online, c\u00e2t \u0219i offline, asupra rezultatelor de business, precum v\u00e2nz\u0103rile.<\/p>\n<p>Spre deosebire de atribuirea bazat\u0103 pe click, MMM-urile nu depind de cookie-uri. Astfel, ele ofer\u0103 o viziune holistic\u0103 asupra performan\u021bei pe toate canalele (cross-channel).<\/p>\n<p><a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-emea\/consumer-insights\/consumer-trends\/digital-marketing-trends-2025\/\"><span style=\"font-weight: 400;\">Top 2025 digital marketing trends: AI, MMM, and more<\/span><\/a><span style=\"font-weight: 400;\">\u00a0Inova\u021biile tehnologice au f\u0103cut ca MMM-urile moderne s\u0103 fie mai rapide, mai granulare \u0219i mai accesibile dec\u00e2t predecesoarele lor. Ele pot integra acum \u0219i metodologii de testare a incrementalit\u0103\u021bii pentru a oferi perspective mai detaliate. Recunosc\u00e2nd aceast\u0103 nevoie a pie\u021bei, Google a anun\u021bat lansarea la nivel global a<\/span><\/p>\n<p><b>Meridian<\/b><span style=\"font-weight: 400;\">, un model MMM open-source, la \u00eenceputul anului 2025.Scopul acestei ini\u021biative este de a satisface cererea tot mai mare pentru solu\u021bii de m\u0103surare transparente \u0219i robuste. Aceast\u0103 nevoie apare \u00eentr-un ecosistem digital care devine din ce \u00een ce mai complex \u0219i mai axat pe confiden\u021bialitate.<\/span> <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-emea\/consumer-insights\/consumer-trends\/digital-marketing-trends-2025\/\"><span style=\"font-weight: 400;\">Top 2025 digital marketing trends: AI, MMM, and more<\/span><\/a><\/p>\n<p>Sf\u00e2r\u0219itul erei cookie este, de fapt, \u00eenceputul unui nou capitol \u00een marketing. Sunte\u021bi preg\u0103ti\u021bi s\u0103 naviga\u021bi tranzi\u021bia de la urm\u0103rirea granular\u0103 la modelarea holistic\u0103? Este brandul dumneavoastr\u0103 pozi\u021bionat pentru a capitaliza pe cre\u0219terea exploziv\u0103 a canalelor &#8222;shoppable&#8221; \u0219i a Connected TV? Provoc\u0103rile sunt semnificative, dar recompensele pentru cei care se adapteaz\u0103 corect sunt \u0219i mai mari.<\/p>\n<p><b>Nu naviga\u021bi singuri prin aceast\u0103 transformare. Urm\u0103ri\u021bi-ne pentru a primi informa\u021biile esen\u021biale \u0219i analizele strategice de care ave\u021bi nevoie pentru a reu\u0219i.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Noile Canale de Angajament \u0219i M\u0103surare \u00een Era Post-Cookie &nbsp; Peisajul media digital\u0103 se fragmenteaz\u0103 \u00eentr-un ritm accelerat. Acest fenomen este determinat de dou\u0103 cauze principale: schimbarea comportamentului consumatorilor \u0219i noile constr\u00e2ngeri tehnice, cum ar fi dispari\u021bia cookie-urilor ter\u021be. \u00centr-un mediu at\u00e2t de complex, marketerii trebuie s\u0103 se adapteze. Ei sunt nevoi\u021bi s\u0103 reg\u00e2ndeasc\u0103 at\u00e2t [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1182,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[],"class_list":["post-1250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Noile Canale de Angajament \u0219i M\u0103surare \u00een Era Post-Cookie<\/title>\n<meta name=\"description\" content=\"Noile Canale de Angajament \u0219i M\u0103surare \u00een Era Post-Cookie: O analiz\u0103 despre p\u00e2lnia de marketing, CTV \u0219i solu\u021biile de m\u0103surare prin MMM.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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