Amathrendi e-MarTech Ashayela Ukuguqulwa Kwedijithali

Amathrendi aphezulu aphazamisayo e-Martech

Ochwepheshe abaningi bezentengiso bayazi: kule minyaka eyishumi edlule, ubuchwepheshe bokumaketha (IMartech) iqhume ekukhuleni. Le nqubo yokukhula ngeke yehlise ijubane. Eqinisweni, ucwaningo lwamuva luka-2020 lubonisa ukuthi sekuphelile Amathuluzi obuchwepheshe bokumaketha angu-8000 emakethe. Abathengisi abaningi basebenzisa amathuluzi angaphezu kwamahlanu ngosuku olunikeziwe, nangaphezulu kwangama-20 sebebonke ekwenzeni amasu abo okumaketha.

Amapulatifomu eMartech asiza ibhizinisi lakho ukuthi liphinde likwazi ukubuyisa imali futhi likusize ukuthi uthole ukwanda okukhulu ekuthengiseni ngokusheshisa uhambo lokuthenga, ukukhulisa ulwazi nokutholwa, nokukhuphula inani eliphelele lekhasimende ngalinye.

Izinkampani ezingama-60% zifuna ukukhuphula imali yazo ku-MarTech ngo-2022 ukuphinda kabili ibhizinisi lazo i-ROI.

Siyakwamukela, Amathrendi aphezulu e-Martech ka-2021

Ama-77% wabathengisi bacabanga I-MarTech iyisishayeli sokukhula kwe-ROI okubonakalayo, futhi isinqumo esibaluleke kakhulu inkampani ngayinye okufanele isenze ukukhetha amathuluzi afanele e-MarTech ebhizinisi labo.

Siyakwamukela, U-Martech njengoMnikezeli Wecebo

Sihlonze amathrendi angu-5 abalulekile ahlobene nobuchwepheshe bokumaketha. Yimaphi lawa matrendi, futhi ukutshala imali kuwo kungasithuthukisa kanjani isikhundla sakho emakethe esimeni somnotho sanamuhla esingazinzile sangemva kuka-COVID-19?

Ithrendi 1: Intelligence Artificial and Machine Learning

Ubuchwepheshe abumile. Ukuhlakanipha okungekhona okwangempela (AI) ibalwa kuqala kuzo zonke izitayela zobuchwepheshe bokuthengisa. Noma ngabe ukhombe amabhizinisi noma abathengi, abathengisi bafuna imikhiqizo emisha futhi bajabulele intuthuko yezobuchwepheshe.

U-72% wochwepheshe bezentengiso bakholelwa ukuthi ukusetshenziswa kwe-AI kuthuthukisa izinqubo zabo zebhizinisi. Futhi, kusukela ngo-2021, izinkampani sezichithile ngaphezulu kuka-$ 55 billion kubuhlakani bokuzenzela bezisombululo zabo zokumaketha. Le nombolo kulindeleke ukuthi inyuke ngo-2 billion.

Namuhla i-AI neML inezinzuzo ezimbili eziyinhloko kuwo wonke amaphrojekthi aku-inthanethi:

  • Amandla okwenza izibalo ezihlakaniphile, ezizovumela ukusebenzisa izixazululo ezisebenza kangcono
  • Ikhono lokuqinisekisa ukusebenza okuphezulu ngangokunokwenzeka

Zonke izinkampani ezinkulu zemidiya, okuhlanganisa i-Instagram, i-YouTube, ne-Netflix, zisebenzisa i-AI kanye ne- Machine Learning (ML) ama-algorithms okuhlonza nokwethula okuqukethwe okungenzeka kudonse ukunaka komsebenzisi.

Eminyakeni embalwa eyedlule, ukuthambekela okunjalo kwe-ML njengama-chatbots sekungumholi ophelele phakathi kwemikhiqizo yaseMelika.

Enye indawo yokukhula okusheshisiwe kube ngama-chatbots aqhutshwa yi-AI. I-chatbot iyithuluzi ledijithali elinganweba ngokuphawulekayo oxhumana nabo. Baphinde baqoqe futhi bahlaziye idatha ebalulekile evela kumakhasimende, babuze imibuzo ehlukahlukene efanelekile ezivakashini, banikeze imikhiqizo emisha namaphromoshini.Ngo-2021, abathengi abangaphezu kuka-69% e-United States baye bathola imikhiqizo emisha. uxhumane nemikhiqizo ngama-chatbots. Ama-Chatbot womabili aheha amakhasimende futhi asheshise ukusebenzelana - ngokuthuthuka kokusebenza kokutholwa okusuka ku-+25% kokungenayo kuye ekuphindaphindeni kabili kwemiphumela. 

Ngeshwa, amabhizinisi amaningi amancane naphakathi nendawo - esifisweni sawo sokonga imali - awakaze asebenzise ama-chatbots… aphuthelwe izethameli ezingase zibe nenzuzo. Ukuze izingxoxo zezingxoxo zisebenze kahle, akudingeki ukuthi zingenelele futhi zicasule. Kwesinye isikhathi izinkampani ezifake ubungozi beqhinga le-chatbot eshiseka ngokweqile ziye zacasula amakhasimende azo futhi zabaphushela kwabaqhudelana nabo. Isu lakho le-chatbot lidinga ukusetshenziswa futhi liqashwe ngokucophelela.

Ithrendi 2: Izibalo Zedatha

Ukuhlaziywa kwedatha kuwumkhuba wesibili wokumaketha amabhizinisi atshala imali eningi kuwo. Ucwaningo olunembile nokulinganisa kubalulekile ukuze uthole ulwazi olubalulekile lokumaketha oluvela ezinhlelweni zesofthiwe. Kulezi zinsuku amabhizinisi asebenzisa amapulatifomu wesoftware afana iBhodi, UBirst, Futhi I-ClearStory ukuze:

  • Ukuhlola Idatha
  • Ukuhlaziya Data
  • Ukuthuthukiswa kwama-Interactive Dashboards
  • Yakha Ukubika Okunomthelela

Lezi zibalo ezithuthukisiwe zisiza ukusebenzisa amasu ezinkampani ngempumelelo futhi ziqhube izinqumo zebhizinisi ezingcono ngokushesha okukhulu futhi ezihambisana kakhulu.

Izibalo zedatha zidingeka kakhulu emhlabeni wanamuhla. Ivumela izinkampani ukuthi zithole idatha yokuhlaziya ngaphandle komzamo omkhulu. Ngokufaka isiteji esithile, izinkampani sezivele zihileleke ohlelweni lokuqoqa idatha ukuze kuthuthukiswe ikhwalithi. Nokho, ungakhohlwa mayelana nesici somuntu esisebenzisana nokuhlaziya idatha. Ochwepheshe emkhakheni wabo kufanele basebenzise idatha etholwe ohlelweni.

I-Trend 3: Business Intelligence

Ubuhlakani bebhizinisi (BI) kuwuhlelo lwezinhlelo zokusebenza nobuchwepheshe bokumaketha obukuvumela ukuthi uqoqe idatha ukuze uhlaziye izinqubo zebhizinisi futhi usheshise ukusetshenziswa kwezixazululo ezikhiqizayo.

Cishe isigamu sawo wonke amabhizinisi amancane naphakathi nendawo asebenzisa ubuhlakani bebhizinisi ekwenzeni kwawo ukumaketha nasekuthuthukiseni amasu.

Sisense, State of BI & Analytics Report

Ukuqaliswa kwebhizinisi le-BI kwehle kwafinyelela ku-27% ngo-2021. Lokhu kukhuphuka kuzokhula njengoba izinkampani ezingaphezu kuka-46% zithe zibona izinhlelo ze-BI njengethuba lebhizinisi elinamandla. Ngo-2021, abanikazi bamabhizinisi abanabasebenzi abayi-10 kuye kwangama-200 bathi ukugxila kwabo ngemuva kobhubhane lwe-COVID-19 kuphendukele ku-BI njengendlela yokusinda.

Ukusebenziseka kalula kuchaza ukuduma kobuhlakani bebhizinisi phakathi kwawo wonke amabhizinisi. Asikho isidingo samakhono wokuhlela ukuze ubhekane nalo msebenzi. Isoftware ye-BI ngo-2021 ifaka phakathi imisebenzi ebalulekile, efana:

  • Hudula bese uphonsa ukuhlanganiswa okungadingi ukuthuthukiswa.
  • Ubuhlakani obakhelwe ngaphakathi nokuhlaziya okubikezelayo
  • Ukucubungula ulimi lwemvelo okusheshayo (I-NLP)

Umehluko omkhulu phakathi kwezibalo zebhizinisi ukuhlinzeka ngosekelo ekwenzeni izinqumo ezithile zebhizinisi nokusiza izinkampani ukuthi zithuthuke. Ngaphezu kwalokho, ukuhlaziywa kwedatha kukuvumela ukuba ubikezele futhi uguqule idatha ibe izidingo zebhizinisi.

I-Trend 4: Idatha Enkulu

Idatha enkulu iyindlela ebanzi kakhulu yokuqoqa ulwazi kunokuhlaziya idatha. Umehluko omkhulu phakathi kwedatha enkulu nokuhlaziywa kwedatha usebenza ngesethi eyinkimbinkimbi yedatha isofthiwe evamile engakwazi ukuyenza. 

Inzuzo eyinhloko yedatha enkulu iwukukhombisa amaphuzu obuhlungu ezinkampani, okufanele zichithe kuwo umzamo owengeziwe noma zitshale imali eyengeziwe ukuze ziphumelele esikhathini esizayo. Izinkampani ezingama-81% ezisebenzisa idatha enkulu zikhombise ushintsho olukhulu kusiqondiso esihle.

I-Big Data ithinta amaphuzu ezinkampani ezibalulekile ezifana nalezi:

  • Ukwakha ukuqonda okungcono kokuziphatha kwamakhasimende emakethe
  • Ukwakha izindlela ezisebenzayo zokuthuthukisa amasu embonini
  • Ukuqaphela amathuluzi awusizo akhulisa umkhiqizo
  • Ukuxhumanisa idumela ku-inthanethi kusetshenziswa amathuluzi okuphatha

Nokho, ukuhlaziya idatha enkulu kuyinqubo eyinkimbinkimbi edinga ukulungiswa. Isibonelo, kufanelekile ukukhetha phakathi kwezinhlobo ezimbili zedatha enkulu emakethe: 

  1. Isoftware esekwe kwi-PC ezosetshenziselwa izinsizakusebenza ezinjengeHadoop, Atlas.ti, HPCC, Plotly
  2. Isoftware esekwe emafini yokubala ukusebenza kahle kokumaketha kanye nezibalo emafini njengeSkytree, Xplenty, Azure HDInsight

Akudingekile ukuhlehlisa inqubo yokuqalisa. Abaholi bezwe kade baqonda ukuthi usuku olukhulu luthinta kanjani ngempumelelo ibhizinisi. Isibonelo esimangalisayo yi-Netflix giant yokusakaza, okuthi, ngosizo lwedatha enkulu ekubikezeleni ukusebenza kahle nokuthuthukisa ikhwalithi, igcina imali engaphezu kwezigidi eziyizinkulungwane ezingu-1 ngonyaka.

I-Trend 5: Indlela Yokuqala Yeselula

Asikwazi ukucabanga impilo yethu ngaphandle komakhalekhukhwini. Abanikazi bamabhizinisi bebenganakile njalo kubasebenzisi be-smartphone. Ngo-2015, i-Google ifanekisela amathrendi esimanje, yethula ama-algorithms okuqala weselula ukusekela izinguqulo zamaselula zamawebhusayithi. Amabhizinisi angazange abe nesayithi esele elungile alahlekelwe ukubonakala emiphumeleni yosesho lweselula.

NgoMashi 2021, isigaba sokugcina sokukhonjwa kwe-Google kumadivayisi eselula saqala ukusebenza ngokugcwele. Manje yisikhathi sokuba amabhizinisi ethule imikhiqizo yawo eku-inthanethi namawebhusayithi azosetshenziswa ngeselula.

Cishe amakhasimende angu-60%. ungabuyeli kumasayithi anenguqulo yeselula engalungile. Amabhizinisi kudingeka enze konke okusemandleni ukwenza ngcono futhi athuthukise izinhlobo zemikhiqizo yawo kuzo zonke izinhlangothi. Futhi u-60% wabasebenzisi be-smartphone bathinte ibhizinisi ngokuqondile besebenzisa imiphumela yosesho.

Amathrendi weselula ahlangana neML, AL, ne-NLP ekusetshenzisweni kwe- ukusesha ngezwi. Abantu basesha ngokushesha ukuthola izwi ukuthola umkhiqizo noma insizakalo ethile ngenxa yokunemba kwayo okukhulayo nokusebenziseka kalula.

Abantu abangaphezu kuka-27% emhlabeni wonke basebenzisa ukusesha ngezwi kumadivayisi abo. U-Gartner ubonise ukuthi u-30% wawo wonke amaseshini aku-inthanethi ahlanganisa ukusesha ngezwi ekupheleni kuka-2020. Ikhasimende elimaphakathi lincamela ukusesha ngezwi kunokuthayipha. Ngakho-ke, ukusebenzisa ukusesha ngezwi kuwebhu yakho nezinguqulo zeselula kuzoba umqondo omuhle ngo-2021 nangale kwalokho. 

Ama-Scalers, Konke Odinga Ukukwazi Mayelana Nobuchwepheshe Bokumaketha

Ihlela Inguquko Yakho...

Ubuchwepheshe bokumaketha buthuthuka ngokushesha. Ukuze amabhizinisi ahlukahlukene achume, izibalo ezisezingeni eliphakeme namathuluzi kuyadingeka ukuheha abasebenzisi ngasohlangothini lwabo. Ngokunaka lezi zitayela ze-martech ezibalulekile, izinkampani zizokwazi ukukhetha ezizifanela kahle. Izinkampani kufanele zibeke phambili lezi zindlela uma zithuthukisa:

  • Isabelomali sobuchwepheshe bokumaketha
  • Ukuhlelwa kwamasu wokukhangisa
  • Amathuluzi okucwaninga nokuhlaziya
  • Ukutholwa kwamathalenta nokuthuthukiswa kwabasebenzi

Izinkampani zizosheshisa uguquko ekuthengisweni nasekuthengisweni kwazo kwedijithali ngokusebenzisa ubuchwepheshe bokukhangisa obufakazelwe.

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