Amasu aphezulu we-3 Tech for Publishers ngo-2021

Amasu Ezobuchwepheshe Abashicileli

Unyaka odlule ube nzima kubamemezeli. Njengoba kunikezwe isiphithiphithi se-COVID-19, ukhetho, kanye nezinxushunxushu zenhlalo, abantu abaningi basebenzise izindaba eziningi nokuzijabulisa ngonyaka owedlule kunanini ngaphambili. Kepha ukungabaza kwabo imithombo enikeza lolo lwazi nakho kufinyelele ezingeni eliphakeme kakhulu, njengoba i- ukwanda kwegagasi lokwaziswa okungelona iqiniso iphoqe ukwethembana nemithombo yezokuxhumana ngisho nezinjini zokusesha ukuqopha okuphansi.

Le nkinga inabashicileli kuzo zonke izinhlobo zokuqukethwe ezilwela ukuthola ukuthi bangakuthola kanjani ukwethenjwa kwabafundi, babagcine bezibandakanya futhi baqhube nemali engenayo. Izinto eziyinkimbinkimbi, konke lokhu kuza ngesikhathi lapho abashicileli bebhekene nokushona kwamakhukhi wenkampani yangaphandle, abaningi abathembele kuwo kubabukeli ababhekise ukuletha izikhangiso ezigcina izibani zikhanya namaseva esebenza futhi esebenza.

Njengoba siqala unyaka omusha, sonke esinethemba lokuthi uzoba nesiyaluyalu esincane, abashicileli kumele baphendukele kubuchwepheshe obubenza bakwazi ukuxhumana nezithameli ngqo, ukusika umuntu ophakathi kwezokuxhumana nokubamba futhi basebenzise idatha yomsebenzisi weqembu lokuqala . Nawa amasu amathathu obuchwepheshe azonikeza abashicileli isandla sokwakha amasu abo edatha yezithameli futhi aqede ukuthembela kwabo kwimithombo evela eceleni.

Isu 1: Ukwenza kube ngokwakho Esilinganisweni.

Abashicileli abanakulindela ngokweqiniso ukuthi ukusetshenziswa okukhulu kwemidiya kuzoqhubeka. Abathengi bakhungathekile ngokugcwala kwemininingwane, futhi abaningi banciphisile ngenxa yempilo yabo yengqondo. Noma ngabe ezokuzijabulisa nezindlela zokuphila, kubonakala sengathi izethameli zisanda kufika ezingeni lokugcwala. Lokho kusho ukuthi abashicileli bazodinga ukuthola izindlela zokubamba ukunaka kwababhalisile bese ubagcina bebuya. 

Ukudiliva okuqukethwe okwenzelwe wena uqobo kungenye yezindlela eziphumelela kakhulu zokwenza lokho. Ngokuminyana okuningi, abathengi abanaso isikhathi noma isineke sokukuhlela konke ukuze bathole lokho abafuna ukukubona ngempela, ngakho-ke bazoheha izindawo ezidayisa okuqukethwe kwabo. Ngokunikeza ababhalisile okuningi abakufunayo, abashicileli bangakha ukwethenjwa okwengeziwe, ubudlelwano besikhathi eside nababhalisile abazoncika kubahlinzeki bokuqukethwe abathandayo ukuthi bangachithi isikhathi sabo ngokuqukethwe okungasho lutho abangakunaki.

Isu 2: Amathuba amaningi we-AI Technology

Vele, ukuletha okuqukethwe okwenziwe ngezifiso kubo bonke ababhalisile ababodwa akunakwenzeka ngaphandle kokuzenzekelayo nobuchwepheshe bokuhlakanipha bokufakelwa ukusiza. Amapulatifomu e-AI manje angalandelela ukusebenza kwezethameli esizeni-ukuchofoza kwabo, ukusesha nokunye ukuzibandakanya-ukuze bafunde izintandokazi zabo futhi bakhe igrafu yobunikazi eqondile yomsebenzisi ngamunye. 

Ngokungafani namakhukhi, le datha iboshelwe ngqo kumuntu ngokuya ngekheli lakhe le-imeyili, okunikeza isethi eqonde kakhulu, enembile nethembekile yezazi zezilaleli. Lapho-ke, lapho lowo msebenzisi engena futhi, i-AI ibona umsebenzisi futhi isebenzise ngokuzenzakalela okuqukethwe ngokomlando okuhehe ukuzibandakanya. Ubuchwepheshe obufanayo buvumela nabashicileli ukuthi bathumele ngokuzenzakalela lokhu okuqukethwe komuntu siqu kubhalisile ngokusebenzisa iziteshi ezahlukahlukene, kufaka phakathi i-imeyili nezaziso zohlelo lokusebenza. Ngaso sonke isikhathi lapho umsebenzisi echofoza kokuqukethwe, isistimu iya ngokuya ihlakanipha, ifunda kabanzi ngokuncamelayo ukuze kulungiswe okuhle okwenziwe ngokwezifiso kokuqukethwe.

Isu 3: Shift Toward Owned Data Strategies

Ukuthola ukuthi ungakuqeda kanjani ukulahleka kwamakhukhi kuyingxenye yempi. Sekuyiminyaka, abashicileli bethembele kwimithombo yezokuxhumana ukusabalalisa okuqukethwe nokwakha umphakathi wababhalisile ababandakanyekile. Kodwa-ke, ngenxa yokushintshwa kwezinqubomgomo ze-Facebook, okuqukethwe kwabashicileli kuye kwabekwa eqhulwini, futhi manje, kuphethe nokubanjwa kwedatha yezithameli. Njengoba konke ukuvakashelwa kwesayithi okuvela ku-Facebook kungumgwaqo wokudlulisela phambili, i-Facebook iyodwa ibambelela kulowo datha wababukeli, okusho ukuthi abashicileli abanayo indlela yokufunda ngalokho okuthandwa yilezi zivakashi nezintshisekelo zazo. Ngenxa yalokhu, abashicileli abakwazi ukusiza ukubakhomba ngokuqukethwe okwenziwe ngabantu esikwaziyo ukuthi okufunwa yizethameli. 

Abashicileli kumele bathole izindlela zokusuka ekuthembeleni kulo mgwaqo wokudlulisela ovela eceleni futhi bazakhele inqolobane yedatha yezithameli. Ukusebenzisa le 'datha ephethwe' ukukhomba izithameli ngokuqukethwe okwenzelwe wena kubaluleke kakhulu njengoba ukuthembela ku-Facebook nakwezinye izinkundla zokuxhumana kuncipha. Ukushicilelwa okungasebenzisi izindlela zokuqoqa nokusebenzisa idatha yezithameli ukuletha okuqukethwe okwenziwe ngezifiso kuzolahlekelwa ngamathuba okufinyelela nokubandakanya abafundi nokushayela imali.

Ngenkathi sonke sizama ukuthola ukuthi singazulazula kanjani “kokujwayelekile okusha,” isifundo esisodwa senziwe sacaca ngokusobala: izinhlangano ezihlelela okungalindelekile, ezigcina ubudlelwane obuqinile bomuntu nomuntu namakhasimende azo, zinokungcono kakhulu ithuba lokushintsha isimo sezulu noma yiluphi ushintsho olungase lufike. Kubashicileli, lokho kusho ukunciphisa ukuthembela kubantu besithathu abasebenza njengabagcini bamasango phakathi kwakho nababhalisile bakho futhi esikhundleni sokwakha nokusebenzisa idatha yezithameli zakho ukuletha okuqukethwe okwenzelwe wena okulindelekile.

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