Kuyini iMarTech? Ubuchwepheshe Bokumaketha: Esidlule, Esamanje, Nekusasa

Yini iMartech?

Ungathola ukuhleka kimi ngokubhala i-athikili ku-MarTech ngemuva kokushicilela ama-athikili angaphezu kwe-6,000 kubuchwepheshe bokumaketha iminyaka engaphezu kwengu-16 (ngale kweminyaka yobudala yale bhulogi… ngangikwi-blogger edlule). Ngikholwa ukuthi kufanelekile ukushicilela nokusiza ochwepheshe bezebhizinisi ukuthi babone kangcono ukuthi yayiyini iMarTech, ikusasa nekusasa lokuthi kuzoba yini.

Okokuqala, kunjalo, yilokho I-MarTech is a inkuzi wokumaketha nobuchwepheshe. Ngiphuthelwe yithuba elihle lokuthola leli gama… bengilisebenzisa I-MarketingTech iminyaka ngaphambi kokuvuselela isiza sami ngemuva I-MarTech yamukelwa embonini kabanzi.

Angiqiniseki ukuthi ngubani ngempela owabhala leli gama, kodwa nginenhlonipho enkulu ngoScott Brinker owayengukhiye ngokuphelele ekuthatheni leli gama elijwayelekile. UScott wayehlakaniphe ukwedlula indlela engangiyiyo… washiya incwadi eyodwa futhi ngashiya inqwaba ivuliwe.

Incazelo yeMartech

IMartech isebenza kuzinhlelo ezinkulu, imizamo, namathuluzi asebenzisa ubuchwepheshe ukufeza izinhloso nezinjongo zokumaketha. 

UScott Brinker

Nayi ividiyo enhle evela kubangani bami ku Isici Sesithathu enikeza incazelo emfushane nelula ye-What What Martech:

Ukunikeza ukubuka konke, ngifuna ukufaka engikubonile ku:

I-MarTech: Esedlule

Sivame ukucabanga ngeMarTech namuhla njengesisombululo esisekwe ku-Intanethi. Ngingasho ukuthi ubuchwepheshe bokumaketha uqobo buqalele amatemu anamuhla. Ngama-2000s okuqala, ngangisiza amabhizinisi afana neNew York Times neToronto Globe and Mail ukwakha izinqolobane zedatha elilingana ne-terabyte kusetshenziswa inani lokukhipha, uguquko, nomthwalo (I-ETL) amathuluzi. Sihlanganise idatha yokuthengiselana, idatha yabantu, idatha yezwe, neminye imithombo eminingi sisebenzisa lezi zinhlelo ukubuza, ukuthumela, ukulandelela, nokukala ukukhangisa kokushicilela, ukulandelela izingcingo, kanye nemikhankaso yemeyili eqondile.

Ukuze ngishicilele, ngisebenze kwaMaphephandaba ngemuva nje kokuba besukile emishinini yokuhola ebunjiwe baya emapuletini asebenze ngokwamakhemikhali ababenomfanekiso oshisayo kubo besebenzisa amalambu okuqala amakhulu namandla, bese kuba i-LED nezibuko zekhompyutha. Ngempela ngafunda lezo zikole (eMountain View) ngalungisa leyo mishini. Inqubo kusuka ekwakhiweni kuya ekuphrinteni yayiyidijithali ngokuphelele… futhi besingezinye zezinkampani zokuqala ukuhambisa kwifayibha ukuhambisa amafayili ekhasi amakhulu (asesiphindwe kabili isisombululo sabaqaphi banamuhla abasezingeni eliphakeme). Okukhiphayo kwethu kusalethwa ezikrinini… kwabe sekudluliselwa emishinini yokunyathelisa.

Lawa mathuluzi ayedlulele ngendlela emangalisayo futhi ubuchwepheshe bethu babusemaphethelweni okopha. Lawa mathuluzi abengasuselwa emafini noma i-SaaS ngaleso sikhathi… kepha empeleni ngisebenze kwezinye izinhlobo zokuqala ezisekelwe kuwebhu zalezo zinhlelo futhi, ngifaka idatha ye-GIS ukufaka idatha yasendlini nokwakha imikhankaso. Sisuke ekudlulisweni kwedatha ngesathelayithi saya kumanethiwekhi omzimba, saya kwi-intranet fiber, saya kwi-intanethi. Eminyakeni eyishumi kamuva, futhi zonke lezo zinhlelo nobuchwepheshe engisebenze kuzo manje sebusekelwe emafini futhi bufaka iwebhu, i-imeyili, ukukhangisa, nobuchwepheshe bokumaketha beselula ukuxhumana nabantu.

Esasikuntula emuva ngaleso sikhathi ukuthuthela efwini ngalezo zixazululo kwakuwukugcina okungabizi, umkhawulokudonsa, inkumbulo namandla wekhompyutha. Ngezindleko zamaseva ukwehla nokukhuphuka komkhawulokudonsa, Isofthiwe njengesevisi (SaaS) wazalwa… asikaze sibheke emuva! Vele, abathengi bebengakayamukeli ngokugcwele i-web, i-imeyili, kanye neselula ngaleso sikhathi… ngakho-ke imiphumela yethu ibithunyelwa ngezindlela zokusakaza, bese iphrinta, futhi ithunyelwa ngeposi ngqo. Baze bahlukaniswa futhi bahlelwa ngezifiso.

Ngake ngahlala engxoxweni nesiphathimandla lapho athi khona, “Sasungula ukumaketha kwedijithali…” futhi ngahleka kakhulu. Amasu esiwasebenzisayo namuhla anciphile futhi aba lula kakhulu kunangesikhathi ngisengusechwepheshe osemusha, kepha ake kucace ukuthi izinqubo, amaphethini, kanye nemikhuba yokusebenzisa ukumaketha okuyinkimbinkimbi kwenzeka eminyakeni eminingi ngaphambi kokuthi noma iyiphi inkampani ikwazi ukufinyelela i-Intanethi. Abanye bethu (yebo, nami…) babekhona lapho sisebenza emikhankasweni nge-mainframe… noma sivula iwindi leseva kusuka emsebenzini wethu. Okwenu bantu abasha… lokho bekuyisisekelo se- ifu egijima ngaphakathi kwenkampani yakho lapho i-terminal / indawo yokusebenza yakho ibiyisiphequluli nakho konke ukugcina namandla wekhompyutha bekuseva.

I-MarTech: Okwamanje

Izinkampani zithatha isikhathi eside ukuphathwa kwamakhasimende kwamakhasimende, ukukhangisa, ukuphathwa kwemicimbi, ukumaketha kokuqukethwe, ukuphathwa kokuhlangenwe nakho komsebenzisi, marketing media social, ukuphathwa kwedumela, imeyili marketing, ukumaketha amaselula (iwebhu, izinhlelo zokusebenza, kanye SMS), ukumaketha okuzenzakalelayo, ukuphathwa kwedatha yokumaketha, idatha enkulu, analytics, ezokuhweba ngekhompyutha, ezimayelana Nomphakathi, amandla okuthengisa, Futhi ukumaketha kosesho. Okuhlangenwe nakho okusha futhi ubuchwepheshe obuvelayo njengokungathandwa kwabathelisi esikubona, iqiniso elibonakalayo, iqiniso elixubekile, ubuhlakani bokufakelwa, ukucubungula ulimi lwemvelo, nokuningi bathola indlela yabo kuzingxenyekazi ezikhona nezintsha.

Angazi ukuthi uScott uqhubeka kanjani nakho, kepha ubelokhu ethungatha ukukhula okusheshayo kwale mboni isikhathi esingaphezu kweminyaka eyishumi… nanamuhla Isimo seMarTech inezinkampani ezingaphezu kwezingu-8,000 XNUMX kuyo.

Ukubukeka kweMarTech

i-martech landscape 2020 i-martech5000 isilayidi

Ngenkathi iScott ihlukanisa indawo ngokuya ngomthwalo wokumaketha, imigqa ifiphaza kancane maqondana namapulatifomu nokuthi ayini amakhono abo ayisisekelo. Abathengisi bahlanganisa futhi bahlanganise lezi zingxenyekazi lapho kudingeka khona ukwakha, ukwenza, nokukala imikhankaso yezentengiso yokutholwa, ukukhuphuka nokugcinwa kwamakhasimende. Leli qoqo lamapulatifomu nokuhlanganiswa kwawo kwaziwa njenge Isitaki seMarTech.

Siyini isitaki seMarTech?

Isitaki seMarTech ukuqoqwa kwezinhlelo nezinkundla ezisetshenziswa ngabamakishi ukucwaninga, ukwenza amasu, ukwenza, nokwandisa nokukala izinqubo zabo zokumaketha kulo lonke uhambo lokuthenga okulindelwe nangomjikelezo wokuphila wamakhasimende.

Douglas Karr

I-Martech Stack ivame ukufaka amapulatifomu we-SaaS anelayisense nokuhlanganiswa okuphathelene nokuphathwa kwamafu ukwenza idatha edingekayo ukuhlinzeka ngakho konke okudingekayo ukusekela imizamo yenkampani yokukhangisa. Namuhla, iningi lezinkampani zeMarTech Stacks lishiya lukhulu, izinkampani zichitha isikhathi esiningi ekuthuthukiseni ukuhlanganiswa nabasebenzi ukuze bakhe futhi basebenzise imikhankaso yabo yokuthengisa.

IMarTech Inweba Ngaphandle Kokumaketha

Siyabona futhi ukuthi konke ukuxhumana nethemba noma ikhasimende kuthinta imizamo yethu yokumaketha. Noma ngabe ikhasimende likhononda ezinkundleni zokuxhumana, ukuphazanyiswa kwensizakalo, noma ukuthola inkinga yenkinga… emhlabeni wezokuxhumana, ulwazi lwamakhasimende manje seluyimbangela yomthelela wemizamo yethu yokumaketha kanye nedumela lethu lonke. Ngenxa yalokhu, iMarTech iyanda ngaphezu kwemizamo yokumaketha futhi manje ifaka izinsizakalo zamakhasimende, ukuthengisa, ukubalwa kwezimali kanye nedatha yokusetshenziswa ukubala ezimbalwa.

Izinkampani zamabhizinisi ezinjengeSalesforce, i-Adobe, i-Oracle, i-SAP, ne-Microsoft ezakha izingcezu nezicucu esikhaleni seMarTech zithola izinkampani ngejubane elikhulu, ziyazihlanganisa, futhi zizama ukwakha amapulatifomu angasebenzela amakhasimende awo kusukela ekuqaleni kuze kube sekugcineni. Kuyinto engcolile, noma kunjalo. Ukuhlanganisa amafu amaningi ku-Salesforce, ngokwesibonelo, kudinga abalingani beSalesforce abanolwazi lokho ukwenzele izinkampani eziningi. Ukuthuthela, ukusebenzisa, nokuhlanganisa lezo zinhlelo kungathatha izinyanga… noma ngisho neminyaka. Inhloso yomhlinzeki we-SaaS ukuqhubeka nokukhulisa ubudlelwane babo namakhasimende abo futhi abanikeze izixazululo ezingcono.

Kubathinte Kanjani Abakhangisi?

Ukuze kusizakale iMarTech, imakethi yanamuhla imvamisa ukuhlangana kwamakhono wokudala, wokuhlaziya, nobuchwepheshe ukunqoba ukulinganiselwa nezinselelo ezifunwa amapulatifomu amaningi ezobuchwepheshe bokumaketha. Isibonelo, umthengisi we-imeyili kufanele akhathalele ingqalasizinda yesizinda yokuqinisekisa ukutholakala, ukuhlanzeka kwedatha kohlu lwama-imeyili, ithalente lokudala lokwakha izingcezu zokuxhumana ezimangazayo, amandla wokubhala wokukhiqiza okuqukethwe okwenzela obhalisile esenzweni, ukufaneleka kokuhlaziya ukutolika ngokuchofoza nokuguqula idatha, kanye… nokufaka amakhodi okunikeza umuzwa ongaguquguquki kuwo wonke amaklayenti e-imeyili amaningi nezinhlobo zamadivayisi. Ama-Yikes… lelo ithalente elidingekayo… futhi lelo yi-imeyili nje.

Abakhangisi namuhla kufanele babe namasu ngendlela emangalisayo, babe nobuciko, banethezeke ngoshintsho, futhi baqonde ukuthi bangayihumusha kanjani ngokunembile idatha. Kufanele banake ngokumangazayo impendulo yamakhasimende, izingqinamba zesevisi yamakhasimende, izimbangi zabo, kanye nokokufaka okuvela eqenjini labo lokuthengisa. Ngaphandle kwanoma iyiphi yalezi zinsika, kungenzeka ukuthi basebenze kusimo esingesihle. Noma, kufanele bathembele kwizinsizakusebenza zangaphandle ezingabasiza. Kube yibhizinisi elinenzuzo kimi leli shumi leminyaka elidlule!

Kukuthinte Kanjani Ukuthengisa?

IMarTech yanamuhla isetshenziselwe ukuqoqa idatha, ukuthuthukisa izithameli ezihlosiwe, ukuxhumana namakhasimende, ukuhlela nokusabalalisa okuqukethwe, ukukhomba nokubeka phambili imikhondo, ukuqapha isithunzi somkhiqizo, nokulandela umkhondo wemali nokuzibandakanya nemikhankaso kuyo yonke inkundla nesiteshi… kufaka phakathi iziteshi zokumaketha zendabuko. Futhi ngenkathi ezinye iziteshi zokuphrinta zendabuko zingafaka ikhodi ye-QR noma isixhumanisi esilandelekayo, ezinye iziteshi zendabuko ezinjengamabhodi ezikhangiso zenziwa zifakwe kwidijithali ngokuphelele futhi zihlanganiswe.

Ngingathanda ukusho ukuthi ukumaketha kwanamuhla kuyinkimbinkimbi kakhulu kunamashumishumi eminyaka edlule… ukuhlinzeka ngemiyalezo efike ngesikhathi futhi efanelekile eyamukelwa abathengi namabhizinisi ngokufanayo. Ngabe nginamanga. Ukumaketha kwanamuhla akusebenzi kunoma yiluphi uzwelo kubathengi nakumabhizinisi abethelwa imiyalezo. Njengoba ngihlezi lapha, nginama-imeyili angama-4,000 angafundiwe futhi ngiyazikhipha ohlwini lwenqwaba yohlu engikhethe ukungena kulo ngaphandle kwemvume yami nsuku zonke.

Ngenkathi ukufundwa komshini nobuhlakani bokuzenzela kusisiza ukuba sihlukanise kangcono futhi senze imilayezo yethu ibe ngeyakho, izinkampani zisebenzisa lezi zixazululo, ziqoqa amakhulu wamaphoyinti edatha abathengi abangawazi ngisho nawo, futhi - esikhundleni sokushungela kahle imilayezo yabo - bayayihlasela eminye imiyalezo.

Kubukeka sengathi ukumaketha kwedijithali okungabizi kakhulu, abathengisi abengeziwe abakwa-SPAM bayazidlalela izethameli zabo eziqondiwe noma izikhangiso ze-plaster kuzona zonke iziteshi abangazithola ukushaya amathemba abo nomaphi lapho izinhlamvu zamehlo abo zizula khona.

I-MarTech: Ikusasa

Ubudedengu bukaMarTech buhlangana namabhizinisi, noma kunjalo. Abathengi bafuna ubumfihlo obuningi ngokwengeziwe, ukukhubaza izaziso, ukubika i-SPAM ngamandla amakhulu, ukuthumela amakheli e-imeyili esikhashana nawesibili. Sibona iziphequluli ziqala ukuvimba amakhukhi, amadivayisi eselula avimba ukulandela ngomkhondo, nezinkundla zivula izimvume zazo zedatha ukuze abathengi bakwazi ukulawula kangcono idatha ebanjiwe futhi esetshenziswe ngokumelene nabo.

Kuyindida ukuthi ngibheke ezinye iziteshi zokumaketha zendabuko ezibuyela emuva. Ozakwethu osebenza nge-CRM eyinkimbinkimbi nesikhulumi sokumaketha ubona ukukhula nokukhula okungcono kwamazinga okuphendula ngezinhlelo eziqondile zokuphrinta. Ngenkathi ibhokisi lakho leposi elibizayo libiza kakhulu ukungena kulo, azikho izingcezu ze-SPAM ezingama-4,000 kulo!

Ukuqamba kwezobuchwepheshe bokumaketha kwedijithali kuyakhuphuka njengoba izinhlaka nobuchwepheshe kwenza kube lula ukwakha, ukuhlanganisa nokuphatha amapulatifomu. Ngenkathi ngibhekene nokuchitha izinkulungwane zamadola ngenyanga kumhlinzeki we-imeyili ukuze ngishicilele, nganginolwazi olwanele nobungoti mina nomngane wami esazakhela injini yethu ye-imeyili. Kubiza izinkulungwane zemali ngenyanga. Ngikholwa ukuthi lesi yisigaba esilandelayo seMarTech.

Amapulatifomu angenamakhodi nalawo angenamakhodi ayanda manje, enika amandla okungebona onjiniyela ukuthi bakhe futhi balinganise izixazululo zabo ngaphandle kokubhala umugqa owodwa wekhodi. Ngasikhathi sinye, amapulatifomu amasha wokumaketha aqhamuka nsuku zonke enezici namakhono adlula amapulatifomu abiza amashumi ezinkulungwane zamaRandi ukwenziwa. Ngishaywa umoya yizinhlelo zokukhulisa ze-ecommerce ezifana Klaviyo, I-Moosend, Futhi I-Omnisend, Ngokwesibonelo. Ngikwazile ukuhlanganisa nokwakha uhambo oluyinkimbinkimbi oluqhuba ukukhula kwamadijithi amabili kumakhasimende ami kungakapheli usuku. Ukube ngisebenze nohlelo lwebhizinisi, lokho bekuzothatha izinyanga.

Ukulandela amakhasimende sekuzoba yinselele, kepha izixazululo zesipiliyoni samakhasimende njenge UJebbit zihlinzeka ngokuhlangenwe nakho okuhle, okuzisebenzelayo kwabathengi ukuzulazula ezindleleni zabo futhi bazishayelele ekuguqukeni… konke ngekhukhi lenkampani yokuqala elingagcinwa futhi lilandelelwe. Impi yamakhukhi eqembu lesithathu kufanele ifake i-pixel ye-Facebook (yilokho engikholwa ukuthi isizathu sangempela ukuthi kungani i-Google iyilahla) ngakho-ke i-Facebook ngeke ikwazi ukulandelela wonke umuntu ku-Facebook nangaphandle kwayo. Lokho kunganciphisa ukukhomba kwe-Facebook okuyinkimbinkimbi… futhi kungakhuphula isabelo semakethe seGoogle.

Ubuhlakani bokufakelwa kanye nezinkundla zokuhlaziya ezisezingeni eliphezulu zisiza ukunikela ukuqonda okwengeziwe ngemizamo yokukhangisa ye-omni-channel kanye nomthelela wazo ohambweni lokuthenga jikelele. Lezi izindaba ezinhle ezinkampanini ezisazinwaya amakhanda azo lapho zingachitha khona umzamo omkhulu wokuthola amakhasimende amasha.

Angiyena umuntu wesikhathi esizayo, kodwa ngiyaqiniseka ukuthi amasistimu ethu anobuchule athola nokusebenza okuzenzakalelayo okuningi esingakusebenzisa emisebenzini yethu ephindaphindwayo, ukuthi ochwepheshe bezokukhangisa bangachitha isikhathi lapho babaluleke kakhulu - ekwakheni okuhlangenwe nakho kokudala nokwakha izinto ezintsha lokho kuqhuba ukuzibandakanya futhi kunikeze inani kumathemba nakumakhasimende. Ngiyethemba ukuthi inginikeza amandla alandelayo:

  • Isimangalo - Ikhono lokuqonda ukuthi konke ukutshalwa kwezimali kokuthengisa nokuthengisa engikwenzayo kuthinta ukugcinwa kwamakhasimende, inani lamakhasimende, nokutholwa.
  • Idatha yesikhathi sangempela - Ikhono lokugcina umsebenzi ngesikhathi sangempela kunokulinda amahora noma izinsuku ukuhlanganisa imibiko efanelekile ukubona nokwandisa imizamo yokuthengisa yamakhasimende ami.
  • Ukubuka okungu-360-Degree - Amandla okubona konke ukuxhumana nethemba noma ikhasimende ukubasebenzela kangcono, ukuxhumana nabo, ukuwaqonda, nokubanikeza inani.
  • I-Omni-Channel - Amandla okukhuluma nekhasimende elisendaweni noma esiteshini abafuna ukuxhumana nalo kusuka ohlelweni engingasebenza kulo kalula.
  • Intelligence - Ikhono lokudlula ukwenzelela kwami ​​njengomthengisi futhi nginohlelo oluhlukanisa izingxenye, lwenze ngezifiso, futhi lwenze umyalezo ofanele ngesikhathi esifanele uye endaweni efanele yekhasimende lami.

Ucabangani?

Ngingathanda ukuzwa imicabango yakho nempendulo yakho ngeMartech: Esidlule, Esamanje, nezekusasa. Ngiyishayile isipikili noma sengikude? Ngokuya ngosayizi webhizinisi lakho, ubucayi, nezinsizakusebenza ezitholakalayo, ngiyaqiniseka ukuthi umbono wakho ungahluka kakhulu kunowami. Ngizosebenza kule ndatshana inyanga nenyanga noma ukuze ngiyigcine isesikhathini… Ngiyethemba iyasiza ekuchazeni le mboni emangalisayo!

Uma ungathanda ukuhambisana noMartech, ngicela ubhalisele iphephandaba lami ne-podcast yami! Uzothola ifomu nezixhumanisi kunyaweni yakho kokubili.

UCABANGANI?

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