Ubuchwepheshe BokukhangisaSesha MarketingI-Social Media & Influencer Marketing

Ukuhlaziywa Okuqhathaniswayo Kwezindlela Zobumfihlo ze-Google ne-Facebook

I-Google kanye ne-Facebook zimi njengama-titans, ngayinye inomthelela omkhulu ku-digital landscape. Lokhu kungase kuzwakale kubi kancane, kodwa ngikholwa ukuthi zombili izinkampani zikhohlwe izimiso zazo eziyinhloko ukuze zibe yimpahla eyigugu kubathengi bazo futhi zombili zisempini yokubhekana ngamadola okukhangisa.

I-Google inedatha ecebile cishe kuwo wonke umuntu kanye nesayithi emhlabeni ngenjini yokusesha. I-Facebook inedatha ecebile cishe kuwo wonke umuntu nesayithi nge-pixel ye-Facebook. Lapho bekwazi ukukhawulela amakhono omunye nomunye ukuze baqondise kubasebenzisi futhi bacebise idatha yabo, kulapho bangakwazi khona ukuthwebula ukwabelana kwemakethe yokukhangisa okwengeziwe.

Izindlela zabo zobumfihlo nokuphathwa kwedatha zibonisa umehluko obonakalayo. Lokhu kuhlaziya okuphelele kungena kulo mehluko, kunikeze imininingwane ebalulekile ezinkambisweni zabo zobumfihlo.

-Google

  • Susa kusuka kumakhukhi enkampani yangaphandle: I-Google iyasuka kunkampani yangaphandle (3P) amakhukhi, esikhundleni salokho bathanda ubuchwepheshe obufana neFederated Learning of Cohorts (I-FLoC), okuhloswe ngayo ukuhlanganisa abasebenzisi abanezintshisekelo ezifanayo ekukhangiseni okuqondiwe kuyilapho kugcinwa ubumfihlo.
  • Ukugcizelelwa Kwedatha Yeqembu Lokuqala: Isu le-Google liya ngokuya likwazisa kakhulu idatha yenkampani yokuqala, likhuthaza abakhangisi ukuthi bancike kakhulu kudatha eqoqwe ngokuqondile kumakhasimende abo.
  • Ingqikithi Yokukhangisa: Ngokuqedwa kwamakhukhi ezinkampani zangaphandle, i-Google ibona ukuvela kabusha ekukhangiseni okumongo lapho izikhangiso zisekelwe kokuqukethwe ikhasi lewebhu kunedatha yomuntu siqu.
  • I-AI nokufunda ngomshini: I-Google isebenzisa i-AI nokufunda komshini ukuze inikeze izixazululo zokukhangisa eziphephile, okuhloswe ngazo ukulinganisa ukukhangisa komuntu siqu nobumfihlo bomsebenzisi.

Facebook

  • Ukuhlanganyela Okuqondile Kwabathengi: I-Facebook igcizelela ukubaluleka kokwakha ubudlelwano obuqondile nabathengi ukuze baqoqe iqembu lokuqala (1P) idatha usebenzisa QR amakhodi nokusebenzisana kwasesitolo.
  • Ukushintshana Kwenani Ekuqoqweni Kwedatha: Inkampani igcizelela ukudala ukushintshana kwevelu ekuqoqweni kwedatha, ukuhlinzeka ngezinzuzo ezibonakalayo kubasebenzisi ngokushintshanisa idatha yabo.
  • Ukujwayelana Nezinguquko Zobumfihlo: I-Facebook ivumelanisa amasu ayo ukuze ihambisane nezinguquko zobumfihlo, igxile kumathuluzi namasu okugcina ubumfihlo.
  • Ukusetshenziswa kwe-AI Ekukhangiseni Okuhlosiwe: Njenge-Google, i-Facebook iyasebenza AI ukuthuthukisa ubumfihlo ekukhangiseni ngokuhlaziya idatha engaziwa nezindlela zokuziphatha.

I-Google vs Ubumfihlo be-Facebook

-GoogleFacebook
Susa kusuka kumakhukhi enkampani yangaphandleUkuqhubekela kokunye okuyimfihlo-kuqala njenge-FLoCAmasu okulungisa ukuze ahambisane nezinguquko zobumfihlo
Ukugcizelelwa Kwedatha Yeqembu LokuqalaUkukhuthaza ukuthembela kudatha eqoqwe ngokuqondile kumakhasimendeUkwakha ubudlelwano obuqondile babathengi bokuqoqwa kwedatha yenkampani yokuqala
Ingqikithi YokukhangisaUkuvela kabusha ekukhangisweni kokuqukethweN / A
Ukusetshenziswa kwe-AI Ekukhangiseni OkuhlosiweUkusebenzisa i-AI ngezixazululo zokukhangisa ezivikelekileUkusebenzisa i-AI ukuthuthukisa ubumfihlo ekukhangiseni
Ukushintshana Kwenani Ekuqoqweni KwedathaN / AUkudala ukushintshana kwevelu okuzuzisayo nabathengi

Lokhu kuhlaziya okuqhathanisayo kugqamisa izindlela eziguquguqukayo ezithathwe i-Google ne-Facebook mayelana nobumfihlo babasebenzisi. I-pivot ye-Google evela kumakhukhi enkampani yangaphandle kanye nokugxila okwengeziwe kudatha yomuntu wokuqala kanye nokukhangisa kwengqikithi, kanye nokusebenzisa kwayo i-AI nokufunda ngomshini (

ML), ikhombisa isu elilinganisa ubumfihlo bomsebenzisi nezidingo zokukhangisa kwedijithali. Ngokuphambene, ukugcizelela kwe-Facebook ekubandakanyekeni okuqondile kwabathengi, ukushintshanisa inani, nokuzivumelanisa nezinguqulo zobumfihlo, kanye nokusebenzisa kwayo i-AI, kubonisa isu elifuna ukwakha nokugcina ukwethembeka kwabathengi ngenkathi bezulazula endaweni eguqukayo yobumfihlo bedijithali.

Abakhangisi nabakhangisi kufanele baqonde lo mehluko ukuze baqondanise amasu abo ngempumelelo kulesi simo esishintshayo sokukhangisa kwedijithali. Zombili lezi zinkampani zishintshela emasu agxile ekuyimfihlo zibonisa inkambiso ebanzi yemboni, ekhombisa ikusasa lapho ukucatshangelwa kobumfihlo kuya ngokuya kuba maphakathi nezinqubo zokumaketha kwedijithali.

Ukuze ungene ujule endleleni yenkampani ngayinye yobumfihlo, ukuvakashela amakhasi abo enqubomgomo yobumfihlo kanye nokuxhumana okusemthethweni kunganikeza ulwazi oluningiliziwe nolwazi olubuyekeziwe.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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