Amabhaluni, i-Bubble Gum neMartech: Yikuphi Okungeyona Eyakho?

Isiqondisi se-2017

Ngokungafani namabhaluni ne-bubble gum, uMartech ngeke aqhume lapho enwetshelwa kulokho okubonakala kuyindawo yokwephuka. Esikhundleni salokho, imboni yeMartech izoqhubeka nokushintsha nokwelula futhi ivumelanise noshintsho nokwenza izinto ezintsha-njengoba nje kwenziwe eminyakeni eminingana edlule.

Kungabonakala sengathi ukukhula komkhakha njengamanje akunakusimama. Abaningi babuzile ukuthi imboni ye-martech — iphazamisekile yini izixazululo ezingaphezu kuka-3,800 —Ulifinyelele ekugcineni kwalo. Impendulo yethu elula: Cha, akukaze. Ukuqamba ngeke kwehle nganoma yisiphi isikhathi maduzane. Lesi simiso semvelo esikhula njalo iqiniso elisha futhi abathengisi kufanele bafunde ukuthi bangaphatha kanjani ngalo.

Isimo

Inani lezixazululo ze-martech liphindaphindwe kabili noma kathathu minyaka yonke selokhu i-cymartmartec.com yaqala ukulandela umkhakha wemboni yezentengiso ngo-2011, kuya usayizi wamanje we-3,874. Intshisekelo ku-martech ibhalile futhi. Ngokusho kwe- Isimo seWalker Sands State of Marketing Technology 2017 umbiko, amaphesenti angama-70 wabakhangisi abangama-300 abavotelwe balindele ukuthi izabelomali zezinkampani zabo zobuchwepheshe bokumaketha zikhule ngo-2017; amaphesenti amabili kuphela alindele ukuthi yehle. Isizathu esisodwa esenza abathengisi bathuthukise i-martech: imiphumela. Amaphesenti angamashumi ayisithupha nesishiyagalolunye wabakhangisi abavotelwe yiWalker Sands bathi ubuchwepheshe besimanje benkampani yabo buyabasiza ekwenzeni imisebenzi yabo kangcono. Lokhu kunyuke ngamaphesenti angama-58 ngonyaka odlule.

IMartech iyasebenza, futhi abathengisi abaningi sebenayo inqwaba yemartech. Ngakho-ke, ukufaka amathuluzi kusho ukuthola ubuchwepheshe obufanele bokuxhasa amasu nezinhloso zabo zokumaketha. Izidingo zabakhangisi zehlukile, yingakho cishe uhhafu wabakhangisi abavotelwe u-48% bakhe izitaki zabo ngazo izixazululo ezihamba phambili, kuyilapho kuphela amaphesenti angama-21 esebenzisa i-suite eyodwa yomthengisi. Eqinisweni, ama-83% wabakhangisi abasebenzisa izixazululo ezihlanganisiwe zezinhlobo ezinhle kakhulu bakala ikhono lenkampani yabo "lokusebenzisa amandla aphelele wamathuluzi abo njengoba omuhle or okuhle, ”Ngokocwaningo lweWalker Sands.

Noma kunjalo, abathengisi abaningi banomuzwa wokuthi imboni ihamba ngokushesha okungaphezu kwalokho abangakwazi ukukwenza.

Ikhambi

Ibhamuza le-martech ngeke liqhume. Kuzoba morph futhi kunwetshwe-ngenani elikhulayo labadlali be-niche-futhi, ngenxa yalokho, qhubeka nokuxhasa izidingo ezihlukile zabakhangisi. Kepha ukuhlunga kuzo zonke izinketho ezitholakalayo ukuthola izixazululo ezifanele kudinga abathengisi ukuthi babe nesu eliphelele lokubandakanya amakhasimende, kanye nendlela ephumelelayo yokweluka ndawonye amathuluzi afanele okuxhasa lelo su.

Amakhasimende anamuhla angama-agnostic wesiteshi, ngakho-ke noma yiliphi isu lokuzibandakanya kwamakhasimende kumele lisebenze ukuze lisebenze ngokuhamba kwesikhathi. Isu lokuzibandakanya eliwela imingcele yangaphakathi lidinga umnikazi onamakhono nokuqina ukuze athole ukusekelwa okuphezulu futhi aqondise inhlangano ngoshintsho-kufaka phakathi ukuwohloka kwamasilo.

Enye indlela yokususa ama-silos, kanye nokuhlanganisa amathuluzi we-martech ahlukile, ngokuthatha indlela evulekile yensimu. Esikhundleni sokuxhuma amathuluzi we-martech kusendlalelo sohlelo lokusebenza, cabanga ukuwahlanganisa kusendlalelo sedatha. Lokhu kuvumela abaholi bezokumaketha ukuthi bacabange kalula ngaphezu kokumaketha futhi babheke ukuthi bangayisekela kanjani imisebenzi efana nokuthengisa nensizakalo kulo lonke ibhizinisi. Iphinde inike amandla abathengisi ukuthi bavale i-ad tech ne-martech ukuze basebenzise kahle wonke amaphuzu okutholakala kwamakhasimende.

Amapulatifomu Wedatha Yamakhasimende (ama-CDP) yenza njenge- ihabhu lokho kwenza izinhlangano zikwazi ukuxhumanisa idatha nezinhlelo zokusebenza engadini evulekile. Lokhu kuqinisekisa ukuthi abathengisi bangathatha isinyathelo futhi basebenzise yonke indawo yokuthinta namakhasimende. Ama-CDP enza intando yeningi ifinyelele kwidatha, analytics, iziteshi, namakhasimende kulo lonke ibhizinisi. Le ndlela ihlinzeka ngokufinyelela okusheshayo kwedatha noma yikuphi lapho ihlala khona, kusuka kuzakhiwo ezahlukahlukene nemithombo ebhizinisini. Abakhangisi bangasebenzisa kalula amasu athuthukile njengokufaka amandla okufunda nokufunda ngomshini. Ama-CDP abuye enze lula ukufinyelela kunoma yisiphi isiteshi ngohlelo lwemvelo oluvulekile. Ukuxhuma kunoma yisiphi isiteshi sedijithali noma sendabuko — kufaka phakathi Ama-DMP, Ama-DSPs, ama-ESPs — angafakwa engadini evulekile.

Umphumela? Sebenzisa indlela evulekile yensimu ekuphatheni isisombululo se-martech esikhulayo kuvumela abathengisi ukuthi bathuthukise ukuzibandakanya kwamakhasimende kulo lonke ibhizinisi. Lokho ukuthi, ukudala isu eliwela ukusebenza elifinyelela ngaphezu kokumaketha, ukuthengisa, kanye nensizakalo, futhi kuthinta amakhasimende, abasebenzi, imisebenzi nemikhiqizo.

Ibhola elingenayo i-Pop

Ibhamuza le-martech alizange liqhume. Futhi akusayi kunoma yisiphi isikhathi maduze. Ngenani elikhulayo labathengisi esikhaleni, kanye nokuqalwa okuqhubekayo nokuhlanganiswa, abathengisi bangathola izixazululo ezilungile zokubhekana nezidingo zabo ezihlukile, abakufunayo nezifiso zabo.

Ayikho indawo yendlela elingana ngayo yonke indlela yokumaketha namuhla, okusho ukuthi ayikho indawo yendlela yobukhulu obulinganayo bonke kubuchwepheshe bokumaketha. Abakhangisi abafuna ukuthatha indlela esebenza ngokuhlanganyela ekuzibandakanyeni kwamakhasimende kudingeka basebenze nabathengisi bezobuchwepheshe bokumaketha abanamasu wokusebenzisana njengokuvumela indlela evulekile yensimu yokuhlanganiswa. Ngaleyo ndlela ukumaketha i-ROI kuzokwanda khona kanye nesitaki se-martech esikhulayo.

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.