Ukubuka kwe-Insider ngekusasa le-Software Marketing kanye Nemisebenzi ye-imeyili

umhlinzeki wesevisi ye-imeyili

Enye yezinzuzo zokuphila nokuphefumula imboni ye-niche, njengokusebenzisa i i-imeyili ejensi, ukuthi kunikeza umuntu ithuba lokuzindla ngokuthi ikusasa lingabanjani.

Okulandelayo ngumbono wesikhathi esizayo wokuthi ukumaketha kwe-imeyili kuzobukeka kanjani ngonyaka we-2017 kubasebenzi, abathengisi kanye nabathengi ngokufanayo.

Igama Lomdlalo Lishintshile

Shesha phambili eminyakeni eyisithupha futhi igama elithi "ukumaketha nge-imeyili" selinyamalele kulimi lwethu lomdabu ngokuphelele. Yize iphansi kune-2011, ukumaketha nge-imeyili kusakhipha i-ROI enkulu; noma kunjalo kodwa iyimoto eyodwa yokumaketha eyidijithali.

Kuleli kusasa, ukuhlanganiswa phakathi kokumaketha kwezenhlalo, iselula, okususelwa endaweni nokwasekhaya akunamphetho. Iziteshi zokuthumela imiyalezo ngazinye azibalulekile.

Kunokuhluka okuncane kokulethwa kwemiyalezo esebenzayo ngalunye lwalezo ziteshi zokumaketha, kepha lokho kwehluka kakhulu kuqhutshwa yizintandokazi zabathengi ezibhalwe kahle hhayi indlela yokuletha uqobo. Umsebenzi oyinhloko wokusebenzisa lezi ziteshi ezihlanganisiwe uyefana njengoba wawubuyela emuva ngo-2011: ukusatshalaliswa kwemiyalezo efanele futhi efike ngesikhathi. Ngamanye amagama, inhloso bekungukuthi, futhi bekulokhu kunjalo, ukubeka okunikezwayo okulungile, phambi komuntu ofanele, ngesikhathi esifanele.

Ngenxa yokuthi amagama ukumaketha nge-imeyili, ukumaketha kwezenhlalo nokumaketha kwamaselula bekuvimbela kakhulu futhi kucasula ngokwengeziwe kumthengi okhathele, kufanele bahambe. Uyemukelwa eminyakeni yobudala bokuthumela imiyalezo nge-Digital.

Izinguquko ezinkulu ku-Digital Messaging yesimanje bekungeyona indlela okwakudluliselwa ngayo; kwakungukuthengiselana nokuqinisa ubuchwepheshe, isidingo sabasebenzi abanamakhono, kanye nokubona kanye nokunika amandla umthengi.

IShift Ibishesha Futhi Ishanela

Ngonyaka we-2017, Abahlinzeki Bemilayezo Yedijithali (Ama-DMP) angakwazi ukusabalalisa kalula imiyalezo yokuthengisa eyenziwe yaba ngeyakho kumadivayisi, isikhathi nendawo. Manje sezihlanganisa isikhathi sangempela, ukuxhumana okuguquguqukayo okugeleza kalula kuziteshi ezintsha, njenge-TV exhumanayo, nezindala, njengezindawo zokuthengisa. Kepha okunikelwe yi-DMP akugcini ekusakazweni nasekulandelweni kwemiyalezo yokukhangisa yedijithali. Benze inqubekela phambili emangalisayo ekuhlaziyweni kwedatha nasekuthengisweni okuzenzakalelayo.

Ukukhiqizwa kokubika kanye nomkhankaso nakho kuhlakaniphe ngokungenamkhawulo futhi kusebenza kahle, kudlule kude nokuvulwa nokuchofozwa nabahleli be-WYSIWYG. Cabanga bukhoma, ukuhlolwa kwe-multivariate nokukhohlisa, ukuhlanganiswa kokuqukethwe okunamandla amaningi, ukulethwa okuphendulayo, kanye ne-loop-loop, ukubalwa kwe-cross-channel ROI kuya ku-10th amandla.

Ama-DMP nawo anikela ngezindlela eziqinile zokuqoqa idatha. Le datha ecebile ithululela ngaphakathi kusuka kukho konke ukuxhumana; kusuka ekubhaliseni okulula kudivayisi yeselula kuya kudatha yokuziphatha eqoqwe kusuka kumaphoyinti wokuthinta angaxhunyiwe ku-inthanethi.

Kepha iminikelo ye-DMP yavela kanjani ngokushesha okungaka? Emuva ngo-2012, i- Abahlinzeki Besevisi Ye-imeyili (Ama-ESP) aqhuqha, isitayela seGoogle, ukugcina abathengisi ngaphakathi kwesixhumi esibonakalayo sabo futhi kuphela isikhombimsebenzisi sabo. Kwalandela umjaho wezobuchwepheshe nobuhlakani.

Izinzuzo zezindleko eziphansi namandla amasha

Okushiwo le mpi Yemilayezo Yedijithali kumakethi wansuku zonke ukuthi izindleko zezinsizakalo zemiyalezo yedijithali ziqale ukwehla kakhulu futhi amathuluzi aqala ukuthuthuka ngokushesha. Ngokusobala lezi bekuyizindaba ezamukelekayo kumakethi kodwa nakuzo Abahlinzeki Bemilayezo Yedijithali, ngoba ukuhlanganiswa kokushanela nokutholwa kwenzekile okushintsha unomphela imboni.

Kumishini yokuhlanganisa zonke izici abathengisi abazifunayo, i- Abahlinzeki Bemilayezo Yedijithali iqale ukuthola izinkampani zokuqapha ezokuxhumana nezokufaka idatha. Baqashe izingcweti zokuhlaziya nezingcweti ze-UI. Bavulele izicelo zabo emhlabeni futhi bakhipha izinhlobo ezintsha njalo ngekota. Bebevutha bhe.

Ama-DMP amancane naphakathi nendawo awakwazanga ukuhambisana nejubane lokuthokomala nemali encishisiwe. Bacindezelwe noma bagwinywe. Abahlinzeki beNiche bahlehliselwe izengezo. Emakethe eyake yagcwala amakhulu encintisana nabo, manje sekusele idlanzana kuphela lama-behemoth omhlaba.

Ama-DMPs wanamuhla akhiqiza imali encane kakhulu-ngekhasimende ngalinye njengoba ake enza. Kodwa-ke, isilinganiso sabo sikhulu kangangokuba, ukube bekungekhona okwama-lobbyist kanye nemihlahlandlela eqinile yokuzilawula, abameli bokulwa nokwethembana nabangasese bangaqala ukuthatha intshisekelo engenampilo emisebenzini yabo.

Bathola nemali engenayo entsha, ephezulu yayo ekhiqizwa ngokunika ilayisense idatha yamakhasimende abayigcinayo. Lokhu kuhlakanipha kunikezwa, futhi kushintshaniswa namafemu ocwaningo kanye neziteshi zokukhangisa ezinokuncintisana njengokucinga okukhokhelwayo, i-imeyili eqondile, kanye nokukhangisa okukhombisa nge-digital.

Ukwanda Kwezingcweti Nabachwepheshe

Amathuluzi aphelele, ahlinzekwa Abahlinzeki Bemilayezo Yedijithali ngo-2017, manje asengafinyeleleka cishe kubo bonke abakhangisi. Kodwa-ke izinhlelo zemiyalezo yedijithali ziyinkimbinkimbi kakhulu. Abasebenzi abanamakhono yibo abahlukanisa okhiye phakathi kwezinhlelo ezikhiqiza i-ROI empofu, engaconsi phansi nehlukile kwi-Digital Messaging, kepha njengoba umlando usitshela ukuthi akubona bonke ochwepheshe abazonqunywa.

Ngenxa yokuthi ukubika kuqinile futhi kuyenzeka, abathengisi abasadingi osomabhizinisi abasebenza ngaphakathi noma abathengiswa ngaphandle ukuze bahlaziye idatha futhi benze izincomo. Noma kunjalo le datha manje kufanele isetshenziswe futhi nezinhlelo kufanele zithuthukiswe. Ama-rockstars embonini ye-Digital Messaging manje angena emakamu amabili, izingcweti kanye nochwepheshe.

Izingcweti yilabo abakha amapulani futhi bawafeze; kungaba abacabangi, abaphathi, noma abadali. Ochwepheshe yilabo abaxilonga izinkinga, ezisukela ekuqhamukeni kwezibikezelo zezivinini ukuya kuma-hiccups wokuhlanganisa, bese bezilungisa.

Ukuziphatha kwabathengi nokubona

Umthengi manje useyazi kahle imiyalezo eminingi, kepha efanelekile, yokumaketha ebazungezayo. Lokhu kuphoqe abathengisi ukuthi baguqule, lokho okwake kwaba khona, ukunikezwa okuhlangothini olulodwa kube izingxoxo ezigxile kumakhasimende. Lezi zingxoxo zenzeka kuwo womabili amazinga okuya kokukodwa naphakathi kwezixuku ezibonakalayo. Ziguqukela ngokuhamba kwesikhathi njengoba ukubalwa kwabantu kanye nokuziphatha komthengi kushintsha futhi kuguquke nezinkambiso zamasiko.

Imininingwane enikezwa ngumthengi, futhi ekhishwe ekuziphatheni kwabo, manje ayinamkhawulo. Umthengisi unokuqonda okubonakala kungenamkhawulo emqondweni womuntu ngamunye kanye namamodeli wokuqagela ezigaba zabo zabantu. Umthengisi usebenzisa lolu lwazi ukuletha lokho okungenzeka ukuthi umthengi athenge khona manje, nasesikhathini esizayo, futhi abikezele inani lempilo yakhe bese abela izinsiza ezifanele.

Ngoba umthengi ukwazi kakhulu ukumaketha kokuziphatha futhi ukhathazekile ukuthi lo mkhuba ekugcineni uzongena kakhulu; kusanda kusungulwa indawo yokugcina eyimfihlo ephethe umhlaba wonke, ebizwa nje ngokuthi yi-Choice.

I-Choice yindawo yokubambisana, yokuphathwa kwedatha kanye nesikhungo sokukhetha esiphephe kakhulu futhi esinamandla onke. Izonikeza umthengi ithuba lokulawula, ncamashi, hlobo luni lwedatha oluqoqwayo, futhi lusetshenziswe, ngumthengisi nokuthi yimiphi imilayezo abazoyamukela, ivela kubani, nokuthi izothunyelwa kanjani futhi nini.

Le yisevisi yamahhala kumthengi kepha abahlinzeki bemiyalezo yedijithali kumele banikeze lolu lwazi ilayisense, elizoqinisekisa ukuthi bahlangabezana nokulindelwe ngabathengi futhi bahambisana Umthetho Wokuvikelwa Kobumfihlo Bedijithali we-2015.

Ukuguqulwa Kwezindima

Ngonyaka we-2017, imboni Yemiyalezo Yedijithali konke kodwa iziphambukisile. Ezinsukwini zokuqala zokumaketha kwe-imeyili, isabelo sebhubesi sezindleko, isikhathi nokunakwa saya kwisoftware yokuthengisa ye-imeyili. Kepha manje njengoba izinsizakalo ze-DMPs sezithengisiwe, inani langempela le-Digital Messaging lithembele kuphela kuthalente eliphethe lawo mathuluzi.

Lokhu kuguqulwa kwendima nakho kubonakala ebudlelwaneni obuphakathi komthengisi nomthengi. Abathengisi manje sebezwela kakhulu ezidingweni nasekufunweni kwamakhasimende abo kanye namathemba abo. Uma bezoqhubeka nengxoxo eminyakeni ezayo, kufanele babe njalo. Futhi ngokushintshanisa imininingwane yabo yomuntu ejulile, umthengi uthola okunikezwayo okwenziwe, okwenziwe ngenani eliphakeme kanye nokuhlangenwe nakho kokulawula phezu kobumfihlo babo kunanini ngaphambili.

2 Amazwana

  1. 1

    Ngicabanga ukuthi eminyakeni eyi-10 ukumaketha kwe-imeyili bekuyobe kungasekho isikhashana futhi imiyalezo ibizofinyelela kumakhasimende ngendlela ehlukile.

    • 2

      Sawubona Vaidas - Kuzothakazelisa impela ukubona ukuthi ikusasa likuphatheleni, ikakhulukazi ukuthi imiyalezo yezokumaketha edijithali izobukeka kanjani. Ngayo yonke inkulumo ethi 'i-imeyili ifile' awuwedwa ekucabangeni ukuthi i-imeyili izofakwa kwezinye iziteshi.

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