I-Artificial Intelligence (AI) kanye neRevolution Of Digital Marketing

I-Artificial Intelligence (AI) kanye ne-Digital Marketing

Ukumaketha kwedijithali kungumongo wakho konke ibhizinisi le-ecommerce. Isetshenziselwa ukuletha ukuthengisa, ukukhulisa ukuqwashisa komkhiqizo, nokufinyelela kumakhasimende amasha. 

Kodwa-ke, imakethe yanamuhla igcwele, futhi amabhizinisi e-ecommerce kumele asebenze kanzima ukushaya umncintiswano. Hhayi lokho kuphela - kufanele futhi balandelele izindlela zakamuva zobuchwepheshe futhi basebenzise amasu wokumaketha ngokufanele. 

Enye yezinto ezintsha zobuchwepheshe ezingaguqula ukumaketha kwedijithali ukuhlakanipha okungekhona okwangempela (AI). Ake sibone ukuthi kanjani.  

Izinkinga Ezibalulekile Ngeziteshi Zanamuhla Zokumaketha 

Okwamanje, ukumaketha kwedijithali kubonakala kuqondile ngandlela thile. Amabhizinisi e-Ecommerce angaqasha umakethi noma enze iqembu elizophatha ukuxhumana nomphakathi, liphathe izikhangiso ezikhokhelwayo, liqashe abanikeli bososayensi, futhi libhekane nokunye ukukhushulwa. Noma kunjalo, kunezinkinga ezimbalwa ezibucayi ezivela ezitolo ze-ecommerce ezinenkinga ngazo. 

  • Indlela Yezamabhizinisi I-Miss Customer-Centric Approach - Ukuqondiswa kwamakhasimende kufanele kube umgomo wawo wonke amabhizinisi. Noma kunjalo, abaninimabhizinisi abaningi badlulisa lo mbono futhi bahlala begxile kubo ngokwabo, kwi-ROI yabo, nasemikhiqizweni yabo. Ngenxa yalokhu, ukwenza ngezifiso kwamakhasimende kuhlala kungacacile, futhi izinkampani zivame ukunquma ukubhekana nakho kamuva. Ngeshwa, leli iphutha elikhulu. Ezweni lanamuhla, amakhasimende ayazi ukuthi kufanele kangakanani futhi awathandi ukuphathwa njengamabhange e-piggy. Ngaphandle kwendlela egxile kumakhasimende, amabhizinisi ayaphuthelwa ekwakheni isisekelo samakhasimende athembekile futhi athole umkhawulo wokuncintisana ngaphezu kwezimbangi.
  • Kunezinkinga nge-Big Data - Abanikazi bezitolo ze-Ecommerce bayazi ukuthi kubaluleke kanjani ukuqoqa idatha mayelana namakhasimende maqondana nemikhankaso ephumelelayo yokuthengisa. Ukuqoqa idatha yamakhasimende futhi kuthuthukisa umuzwa wamakhasimende futhi kufanele, ngaleyo ndlela, kwandise imali engenayo. Ngeshwa, amabhizinisi avame ukubhekana nezinselelo ezinkulu zokuhlaziya idatha. Lokhu kubenza balahlekelwe yimininingwane ebalulekile engabasiza ngokwengeziwe ukuphatha ukumaketha kokuziphatha.

Ngamazwi omxhumanisi nomlobi waseMelika uGeoffrey Moore:

Ngaphandle kwedatha enkulu, izinkampani ziyizimpumputhe nezithulu, zizulazula zingene kuwebhu njengezinyamazana emgwaqweni onguthelawayeka.

UGeoffrey Moore, ukumaketha nokuthengisa imikhiqizo ephazamisayo kumakhasimende ajwayelekile

  • Izinkinga Zokudalwa Kokuqukethwe Ziyiqiniso - Iqiniso lihlala likhona ukuthi akukho ukumaketha kwedijithali ngaphandle kokuqukethwe. Okuqukethwe kubalulekile ekuthuthukiseni ukuqwashisa ngomkhiqizo, ukukhulisa amazinga, nokwenza inzalo. Okuqukethwe okusetshenziswa kakhulu ekukhangisweni kwedijithali kufaka phakathi okuthunyelwe kwebhulogi, ama-athikili, izibuyekezo zomphakathi, ama-tweets, amavidiyo, izethulo nama-ebook. Noma kunjalo, kwesinye isikhathi amabhizinisi awazi ukuthi yikuphi okuqukethwe okungaletha izinzuzo eziningi. Balwa nokuhlaziya ukusabela kwezithameli ezihlosiwe kulokho abelana ngakho futhi bangazama ukukuhlanganisa konke ngasikhathi sinye esikhundleni sokuhlala bagxile kokusebenza kahle kakhulu. 
  • Izikhangiso ezikhokhelwayo aziqondile njalo - Abanye abanikazi bezitolo ze-ecommerce bavame ukukholelwa ukuthi njengoba sebenesitolo, abantu bazofika, kepha imvamisa ngezikhangiso ezikhokhelwayo. Ngakho-ke, bacabanga ukuthi izikhangiso ezikhokhelwayo ziyindlela ephephile yokuheha amakhasimende ngokushesha. Kodwa-ke, abathengisi kufanele ngaso sonke isikhathi bacabange ngezindlela ezintsha zokwenza ngcono izikhangiso uma befuna ukwenza lokhu ngempumelelo. Esinye isici okufanele usicabangele yikhasi lokufika. Ukuze uthole imiphumela emihle yokukhangisa, amakhasi okufika kufanele afomethwe kahle futhi asebenze kuwo wonke amadivayisi. Noma kunjalo, amabhizinisi amaningi anquma ukusebenzisa ikhasi labo eliyisiqalo njengekhasi lokufika, kepha leso akusona isixazululo esihle njalo. 
  • Ukusebenziswa Kwe-imeyili Okubi - Enye yezindlela ezinhle kakhulu zokwazisa ngemikhiqizo ifaka phakathi ukumaketha nge-imeyili. Ngayo, amabhizinisi e-ecommerce angaya ngqo kumakhasimende futhi abe namazinga aphezulu okuguqulwa. Ama-imeyili futhi athuthukisa ubudlelwano nemikhombandlela futhi angasetshenziselwa amakhasimende angomuso, awamanje, nawaphambilini. 

Ngeshwa, isilinganiso sokuvulwa kwama-imeyili kwesinye isikhathi siphansi ngokweqile. Kakhulu kangako ukuthi isilinganiso sokuvula esidayisa cishe kuphela nge-13%. Okufanayo kuya ngamanani wokuchofoza. I-CTR ejwayelekile ye-imeyili kuzo zonke izimboni yi-2.65%, ethinta kakhulu ukuthengisa. 

StartupBonsai, Izibalo Zokumaketha Nge-imeyili

  • Imikhuba emihle kakhulu enezixazululo ze-AI - Ngenhlanhla, ubuchwepheshe banamuhla bungasetshenziswa kwezentengiso ezidijithali ukuxazulula cishe zonke izingqinamba ezibalulwe ngenhla. I-AI nokufunda ngomshini kungasetshenziswa ngezindlela eziningi zokuthuthukisa ukwenza ngezifiso, ukwenza kahle, nokwakha okuqukethwe. Nakhu ukuthi kanjani. 
  • I-AI yokwenza ngezifiso okungcono - Lawo mabhizinisi e-ecommerce agcina umkhondo wamathrendi wakamuva ayazi ukuthi i-AI ingasetshenziselwa ukuthuthukisa ukwenza ngezifiso ngokushesha lapho ikhasimende lihlala ekhasini. Akubona bonke abasebenzisi abafanayo, futhi nge-AI, imikhiqizo ingenza okulandelayo: 
    • Bonisa okuqukethwe okwenziwe ngezifiso kuwo wonke amadivayisi
    • Nikeza umkhiqizo noma insizakalo esuselwa endaweni 
    • Nikeza izincomo ngokususelwe kusesho lwangaphambilini namagama angukhiye
    • Shintsha okuqukethwe kwewebhusayithi ngokuya ngesivakashi 
    • Sebenzisa i-AI yokuhlaziya imizwa 

Isibonelo esihle kakhulu sokwenza ngezifiso i-ecommerce I-Amazon Yenza ngokwezifiso, evumela onjiniyela ukuthi bakhe izinhlelo zokusebenza basebenzisa ubuchwepheshe bokufunda ngomshini njenge-Amazon. 

  • Amathuluzi Anamandla Wokuhlaziywa Kwedatha Enkulu - Ukuze wakhe isu lamakhasimende, amabhizinisi kufanele asebenze ekuqoqeni, ekuhlaziyeni nasekuhlungeni imininingwane evumelekile yamakhasimende. Nge-AI, ukuqoqwa kwedatha kanye nokuhlaziywa kungaba okuqonde kakhulu. Isibonelo, ithuluzi elifanele le-AI linganquma ukuthi hlobo luni lwemikhiqizo oluthengwa kakhulu, imaphi amakhasi abukwa kakhulu, futhi afanayo. I-AI ingalandelela lonke uhambo lwamakhasimende futhi inikeze isisombululo esifanele sokuthuthukisa ukuthengisa. Isibonelo, ngeGoogle Analytics, abathengisi bangabuka ukuziphatha kwamakhasimende kuwebhusayithi. 
  • Izingxenyekazi ze-AI eziku-inthanethi Zokudalwa Kokuqukethwe - I-AI ingaxazulula izingqinamba ezimbili ezivame kakhulu ngokuqukethwe-ukusheshisa ukudala okuqukethwe nokuhlaziya ukusabela kwamakhasimende kokuqukethwe. Uma kukhulunywa ngokudala okuqukethwe, kunamathuluzi amaningi we-AI atholakala ku-inthanethi ukusiza abathengisi ukuthi babe nezithombe ezinophawu lokuthunyelwe komphakathi, izihloko zezindatshana, noma ngisho nokubhala okuthunyelwe kwebhulogi noma ukudala ividiyo yokuphromotha. Ngakolunye uhlangothi, isoftware enikwe amandla yi-AI ingasiza abathengisi ukuthi bahlaziye okungaphezulu nje kwezibalo zabantu. Ingabheka indlela yokuziphatha kwamakhasimende kanye nokuzibandakanya kwezokuxhumana nabantu. Abanye izibonelo zifaka i-Sprout Social, Cortex, Linkfluence Radarly, njalonjalo. 
  • I-AI ingenza lula ukukhushulwa okuku-inthanethi - Okwamanje, i-Facebook namanye amapulatifomu amaningi ahlinzeka ngamathuluzi e-AI ukusiza abathengisi ukuphatha izikhangiso zabo kalula. Lokho kusho ukuthi izikhangiso ngeke zimoshe. Ngakolunye uhlangothi, abathengisi banokufinyelela kuzo zonke izinhlobo zolwazi ezenza ukusebenziseka kahle kwesikhangiso kube lula. Ngokwesinye isandla, I-Facebook isebenzisa i-AI ukuletha lezo zikhangiso ngqo kuzithameli ezihlosiwe. Ngokwengeziwe, ikhasi lokufika lidlala indima ebalulekile ngaphandle kwezikhangiso. Ukuklama ikhasi elihle kakhulu lokufika kungenza umehluko omkhulu. I-AI ingasiza ngezinto ezimbili ezibalulekile zekhasi elihle lokufika—ukwenza ngezifiso nokuklama
  • I-AI Yokusebenzisa Nge-imeyili - Njengoba ukumaketha nge-imeyili kubalulekile kumabhizinisi aku-inthanethi, i-AI ingathuthukisa ukuthi ama-imeyili enziwa kanjani. Yini enye, I-AI ingasetshenziswa ukuthumela ama-imeyili asezingeni eliphakeme futhi kwandiswe imali ngenkathi kubiza imali. Okwamanje, amathuluzi anikwe amandla yi-AI anga: 
    • Bhala imigqa yesihloko se-imeyili
    • Thumela ama-imeyili enziwe waba ngewakho
    • Thuthukisa imikhankaso ye-imeyili 
    • Lungiselela thumela izikhathi ze-imeyili
    • Hlela uhlu lwama-imeyili 
    • Shintsha izincwadi zezindaba

Lokhu kusebenza kungakhuphula amanani wokuvula nokuchofoza futhi kuholele ekuthengisweni okuningi. Ngokwengeziwe, izingxoxo ze-AI zingasetshenziswa ezinhlelweni zokusebenza zokuthumela imiyalezo, zihlanganise imikhankaso ye-imeyili, futhi zilethe isipiliyoni sokugcina esenziwe ngezifiso.

Ukumaketha kwedijithali kuyingxenye ebalulekile empumelelweni yebhizinisi ngalinye. Noma kunjalo, izitolo ze-ecommerce zinomncintiswano owengeziwe wokushaya, futhi kuleyo ndlela, abathengisi bangabhekana nezinselelo eziningana. Isibonelo, ukudala okuqukethwe kungakhathaza, futhi ukubhekana nedatha enkulu kungabonakala kungenakwenzeka. 

Ngenhlanhla, namuhla, amathuluzi amaningi anikwe amandla yi-AI ngaphandle asiza abathengisi ukuthi basebenzise imikhankaso yabo futhi amabhizinisi akhiqize imali. Kusuka kuma-imeyili athuthukisiwe kuya ekunyuseni okulula online, i-AI inamandla okushintsha ukuthi kwenziwa kanjani ukumaketha kwedijithali. Into enhle ngayo — kukuchofoza okumbalwa nje kuphela. 

Ukudalula: Martech Zone inesixhumanisi sokuxhumana se-Amazon kulesi sihloko.

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