Kuunikira Kwenikweni: Yankho la Malo Otetezedwa Ndi Brand?

Kuunikira Kwenikweni: Makonda A Zogulitsa Zosungira

Zomwe zikuwonjezeka masiku ano zachinsinsi, kuphatikiza kukomoka kwa cookie, zikutanthauza kuti otsatsa malonda tsopano akuyenera kupereka makampeni amakono, munthawi yeniyeni komanso pamlingo. Chofunika koposa, ayenera kuwonetsa kumvera chisoni ndikupereka uthenga wawo m'malo otetezedwa. Apa ndipomwe mphamvu yakuwunikira mozama imagwira ntchito.

Kulondolera kopitilira muyeso ndi njira yolunjika kwa omvera oyenerera pogwiritsa ntchito mawu osakira ndi mitu yochokera pazomwe zili pazotsatsa, zomwe sizikufuna keke kapena chizindikiritso china. Nazi zina mwazinthu zabwino zakuwunikira kwakanthawi, komanso chifukwa chake muyenera kukhala nazo kwa otsatsa kapena otsatsa a digito.

Kuwunikira Kwapafupi Kumapereka Zopezeka Pambuyo Pa Zolemba

Makina oyendetsa moyenera otsogola amatha kusinthitsa mitundu yonse yazomwe zilipo patsamba, kuti apereke chitsogozo chowona cha 360 pamalingaliro amomwe tsambalo limatanthauzira. 

Kuwongolera kwakatsogolo kwazomwe kumasanthula zolemba, zomvera, makanema ndi zithunzi kuti apange zigawo zomwe zikuwonetsedwa zomwe zimafanana ndi zotsatsa, kuti kutsatsa kuwonekere pamalo oyenera komanso oyenera. Mwachitsanzo, nkhani yokhudza Australia Open ikhoza kuwonetsa Serena Williams atavala nsapato za Nike wothandizirana naye, kenako zotsatsa za nsapato zamasewera zitha kuwonekera m'malo oyenera. Poterepa, chilengedwe ndi chofunikira pamalonda. 

Zida zina zotsogola zowunikira ngakhale zili ndi kuthekera kozindikira makanema, pomwe amatha kusanthula chimango chilichonse cha makanema, kuzindikira ma logo kapena zinthu, kuzindikira zithunzi zotetezedwa, ndi mawu omvera omwe adziwa zonse, kuti apange malo abwino otsatsira mkati ndi mozungulira chidutswacho za makanema. Izi zikuphatikiza, chofunikira, chimango chilichonse mkati mwa kanemayo, osati mutu, thumbnail, ndi ma tag. Kusanthula komweku kumagwiritsidwanso ntchito pazomvera ndi zithunzi, kuonetsetsa kuti tsambalo lonse ndi lotetezeka. 

Mwachitsanzo, chida cholozera mozama chimatha kuwunika kanema yomwe ili ndi zithunzi za mtundu wa mowa, kuzindikira kudzera mu kanema & kanema kuti ndi malo otetezedwa, ndikudziwitsa otsatsa kuti ndi njira yabwino kwambiri yogulitsira mowa kuwonekera kwa omvera omwe akukhudzidwa.

Zida zakale zimatha kungosanthula mutu wamavidiyo kapena mawu, ndipo musafufuze kwambiri pazithunzi, kutanthauza kuti zotsatsa zitha kukhala m'malo osayenera. Mwachitsanzo, mutu wa kanema ukhoza kukhala wopanda vuto ndipo ungaoneke ngati 'wotetezeka' ndi chida chakale, monga 'Momwe mungapangire mowa wabwino' komabe zomwe zili muvidiyo yomweyi mwina sizoyenera kwenikweni, monga kanema wa achinyamata omwe akupanga mowa - kutsatsa malonda komweku ndi chinthu chomwe otsatsa sangakwanitse.

Njira zina zakhalira ndi msika woyamba wazogulitsa womwe umathandizira osankhidwa aukadaulo kuti azitsegulira ma algorithms awo monga zowonjezera zowunikira, ndikupereka chitetezo chamtundu ku zinthu zosankhana mitundu, zosayenera kapena za poizoni - zomwe zingagwiritsidwe ntchito kutsimikizira mtundu wa chitetezo ndi kuyenerera zimayendetsedwa molondola. 

Kutsata Kwenikweni Kumalimbikitsa Malo Otetezeka

Kuwunikira moyenera kumatsimikiziranso kuti nkhani siyikugwirizana ndi malonda, chifukwa chachitsanzo pamwambapa, zitha kuonetsetsa kuti zotsatsa sizikuwoneka ngati nkhaniyo inali yabodza, yabodza, inali ndi malingaliro andale kapena zabodza. Mwachitsanzo, kutsatsa kwa nsapato za tenisi sikungawonekere ngati nkhaniyi ikunena za momwe nsapato za tenisi zoyipa zimapwetekera. 

Zida izi zimalola njira zowoneka bwino kuposa mawu osavuta ofanana, ndipo amalola otsatsa malonda kusankha malo omwe akufuna kuphatikiza, ndipo koposa zonse, omwe akufuna kupatula, monga zomwe zili pakulankhula zachidani, kusankhana mitundu, ndale zandale, tsankho, kawopsedwe, Mwachitsanzo, mayankho monga 4D amathandizira kusiyanasiyana kwamitundu yamtunduwu kudzera pakuphatikizira ndi akatswiri monga Factmata, ndi zizindikilo zina zitha kuwonjezeredwa kuti ziteteze komwe malonda akuwonekera.

Chida chodalirika chotsata chimatha kusanthula zomwe zikupezeka ndikukuchenjezani pazophwanya chitetezo chamtundu monga:

  • Clickbait
  • tsankho
  • Ndale zandale kapena kukondera
  • Nkhani zabodza
  • Zolakwika
  • Kuyankhula kwamwano
  • Kusagwirizana
  • Toxicity
  • Zojambulajambula

Kuunikira Kwenikweni Kumakhala Kogwira Mtima Kuposa Kugwiritsa Ntchito Makeke Ochokera Kumayiko Ena

Kuwunikira pakadali pano kwawonetsedwa kuti ndi kothandiza kwambiri kuposa kutsata pogwiritsa ntchito makeke ena. M'malo mwake, kafukufuku wina akuwonetsa kuti kutsata kwakanthawi kumatha kukulitsa cholinga chogula ndi 63%, motsutsana ndi omvera kapena kutsata njira.

Maphunziro omwewo adapezeka 73% ya ogula Mukuwona kuti zotsatsa zogwirizana ndi zomwe zikuwonetsedwa zikuwonjezera zomwe zili kapena makanema. Kuphatikiza apo, ogula omwe amayang'aniridwa pamalingaliro anali ndi 83% mwayi woti angalimbikitse malonda pazotsatsa, kuposa omwe amayang'aniridwa ndi omvera kapena makanema.

Kukonda kwakukulu konse kunali 40% apamwamba kwa ogula omwe akukhudzidwa ndi momwe zinthu ziliri, ndipo ogula adatumiza zotsatsa zamakalata akuti amalipira zochulukirapo. Pomaliza, zotsatsa zogwirizana kwambiri ndi zomwe zidapangitsa chidwi cha 43% chowonjezera.

Izi ndichifukwa choti kufikira kwa ogula ndi malingaliro oyenera munthawi yoyenera kumapangitsa kutsatsa kumawoneka bwino, motero kumawonjezera kugula kochulukirapo kuposa kutsatsa kosafunikira komwe kumatsata ogula pa intaneti.

Izi sizosadabwitsa. Ogwiritsa ntchito amawombedwa ndi kutsatsa ndi kutsatsa tsiku ndi tsiku, kulandira mauthenga masauzande ambiri tsiku lililonse. Izi zimafunikira kuti azisefa mwachangu mauthenga osafunikira, motero ndi mauthenga oyenera okha omwe amapitilira kuti aganizirenso. Titha kuwona kukhumudwitsidwa kwa ogula ndi bombardment komwe kukuwonjezeka pakugwiritsa ntchito zotsatsa zotsatsa. Ogulitsa, komabe, amalandila mauthenga omwe akukhudzana ndi momwe zinthu ziliri pano, ndikuwunikira komwe kumapangitsa kuti uthenga ukhale wofunikira kwa iwo munthawiyo. 

Zowunikira Pompopompo Zowonjezera

Chodetsa nkhaŵa kwambiri kwa iwo omwe akuda nkhawa ndi kutayika kwa cookie ndi zomwe izi zitha kutanthauza kukonzekera. Komabe, kuwunikira komwe kumachitika kumathandizira pulogalamu, mpaka momwe imapitilira mphamvu ya cookie. Iyi ndi nkhani yabwino kwa otsatsa malonda, poganizira lipoti laposachedwa lomwe lapeza kuti pulogalamu ikubwezeretsanso kudalira ma cookie omwe adakulitsa malonda ndi 89%, osafotokozedwa pafupipafupi ndi 47%, ndikusinthanso kuwonetsedwa ndi kanema ndi 41%.

Komabe, kuwunikira komwe kumagwira ntchito kumayenda bwino ndi pulogalamu chifukwa kumatha kutumikiridwa munthawi yeniyeni, pamlingo, m'malo oyenera (komanso otetezeka), kuposa pulogalamu yoyendetsedwa ndi keke yachitatu. M'malo mwake, zomwe zanenedwa posachedwa ndizolumikizana bwino ndi pulogalamu kuposa mtundu wina uliwonse wowunikira.

Ma pulatifomu atsopano amaperekanso kuthekera kokulitsa chidziwitso cha chipani choyamba kuchokera ku DMP, CDP, ma seva otsatsa, ndi zina, zomwe nthawi ina zimadyetsedwa kudzera mu injini yaukazitape, zimawunikira zomwe zingagwiritsidwe ntchito kutsatsa kwamapulogalamu. 

Zonsezi zikutanthawuza kuphatikiza kutsata kwakatundu ndi zidziwitso za chipani choyamba zimapatsa mwayi mwayi wopanga kulumikizana ndi ogula awo polumikizana ndi zomwe zimawathandiza.

Kuyembekezera Kwenikweni Kumatsegula Gulu Latsopano Lanzeru Kwa Otsatsa

M'badwo wotsatira wa zida zanzeru zitha kutsegulira mwayi kwa otsatsa kuti azigwiritsa ntchito bwino zomwe makasitomala akugwiritsa ntchito ndikulimbikitsa kukonza media ndi kafukufuku, onse powapatsa chidziwitso chozama pazomwe zikuyenda komanso zoyenera.

Kuwongolera pamalingaliro sikuti kumangowonjezera cholinga chogulira, kumachitiranso izi ndikuwononga ndalama zochepa, ndikupangitsa kuti mtengo wama cookie pambuyo potembenuka utsike kwambiri - kukwaniritsa kofunikira kwambiri munthawi zachuma. 

Ndipo tikuyamba kuwona zida zowunikira zomwe zikugwiritsidwa ntchito popanga chidziwitso cha chipani choyamba kuchokera ku DMP iliyonse, CDP, kapena Ad Server, tsopano titha kuyamba kuwona momwe izi zingasinthire kukhala luntha lazomwe zingagwiritsidwe ntchito mothandizidwa ndi omnichannel, kupulumutsa otsatsa osauka ndi otsatsa nthawi yayitali komanso khama pakupanga ndikugwiritsa ntchito zomwe zili munthawi yomweyo. Izi zimatsimikizira kutumizidwa kwa uthenga wabwino pamalo otetezedwa pazowonetsa, makanema, mbadwa, makanema komanso ma TV omwe angathe kuwonetsedwa.

Kutsatsa kwaposachedwa pogwiritsa ntchito AI kumapangitsa kuti mtundu ukhale wovomerezeka kwambiri, wogwira ntchito kwambiri komanso umapindulitsa kwambiri ogula, poyerekeza ndi zotsatsa zomwe zikuwonetsedwa pamachitidwe pogwiritsa ntchito ma cookie a munthu wina. Chofunika kwambiri, imathandizira ma brand, mabungwe, ofalitsa ndi nsanja zotsatsira kuti asinthe malo atsopano pambuyo pa cookie, kuwonetsetsa kuti zotsatsa zikugwirizana ndi zomwe zili munjira zonse, mosavuta komanso mwachangu. 

Kupitabe patsogolo, kuwunikira komwe kungathandize amalonda kuti abwererenso momwe akuyenera kuchitira - kukhazikitsa kulumikizana kwenikweni, kotsimikizika komanso kachifundo ndi ogula pamalo oyenera komanso munthawi yoyenera. Pomwe kutsatsa kumabwereranso mtsogolo ', kutsata kwazomwe zakhala njira yanzeru komanso yotetezeka yoyendetsera mauthenga abwinoko, othandiza otsatsa pamlingo.

Dziwani zambiri zazomwe zikuwunikira pano:

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