Kutsatsa UkadauloFufuzani MalondaSocial Media & Influencer Marketing

Kusanthula Kofananira kwa Njira Zazinsinsi za Google ndi Facebook

Google ndi Facebook zimayimilira ngati titans, iliyonse ili ndi chikoka chachikulu pamawonekedwe a digito. Izi zitha kumveka ngati zoipa, koma ndikukhulupirira kuti makampani onsewa aiwala mfundo zawo zazikulu kuti akhale chuma chamtengo wapatali kwa ogula ndipo onse ali pankhondo yolimbana ndi ndalama zotsatsa.

Google ili ndi zambiri zambiri pafupifupi pafupifupi munthu aliyense komanso tsamba padziko lapansi kudzera pakusaka kwake. Facebook ili ndi zambiri zambiri pafupifupi pafupifupi munthu aliyense ndi tsamba kudzera pa pixel ya Facebook. M'mene amakhoza kuchepetsa kuthekera kwa wina ndi mzake kuti azitha kutsata ogwiritsa ntchito ndikulemeretsa deta yawo, m'pamenenso amagawana nawo msika wotsatsa.

Mayendedwe awo pazinsinsi ndi kasamalidwe ka data amawonetsa kusiyana kwakukulu. Kusanthula mwatsatanetsatane uku kumalowera muzosiyanazi, zomwe zimapatsa zidziwitso zofunikira pazotsatira zawo zachinsinsi.

Google

  • Chokani kuchokera ku Ma cookie a Gulu Lachitatu: Google ikuchoka pagulu lachitatu (3P) ma cookie, m'malo mokonda matekinoloje monga Federated Learning of Cohorts (Zamgululi), omwe cholinga chake ndi kuyika anthu m'magulu omwe ali ndi zokonda zofanana kuti atsatse pomwe akusunga zachinsinsi.
  • Kutsindika kwa Deta Yoyamba: Njira ya Google imayamikira kwambiri deta ya chipani choyamba, kulimbikitsa otsatsa kuti azidalira zambiri zomwe zimasonkhanitsidwa mwachindunji kuchokera kwa makasitomala awo.
  • Contextual Advertising Focus: Ndi kutha kwa ma cookie a chipani chachitatu, Google ikuwona kuyambikanso pakutsatsa komwe kumachokera patsamba latsambalo m'malo motengera zomwe zili patsamba lanu.
  • AI ndi Kuphunzira Makina: Google imagwiritsa ntchito AI ndi kuphunzira pamakina kuti ipereke mayankho otsatsa mwachinsinsi, pofuna kulinganiza kutsatsa kwamakonda ndi zinsinsi za ogwiritsa ntchito.

Facebook

  • Direct Consumer Engagement: Facebook ikugogomezera kufunikira kopanga ubale wachindunji ndi ogula kuti asonkhanitse chipani choyamba (1P) data pogwiritsa ntchito QR ma code ndi kuyanjana kwa sitolo.
  • Kusintha kwa Mtengo mu Data Collection: Kampaniyo ikugogomezera kupanga kusinthana kwamtengo wapatali pakusonkhanitsa deta, kupereka phindu lowoneka kwa ogwiritsa ntchito posinthana ndi deta yawo.
  • Kusintha kwa Kusintha Kwazinsinsi: Facebook imasintha njira zake kuti zigwirizane ndi kusintha kwachinsinsi, kuyang'ana kwambiri zida ndi njira zosungira zachinsinsi.
  • Kugwiritsa Ntchito AI Pakutsatsa Kwachindunji: Monga Google, Facebook imagwira ntchito AI kukulitsa zachinsinsi pakutsatsa posanthula deta ndi machitidwe osadziwika.

Google vs Facebook zachinsinsi

GoogleFacebook
Chokani kuchokera ku Ma cookie a Gulu LachitatuKusunthira njira zachinsinsi-zoyamba monga FLoCKusintha njira kuti zigwirizane ndi kusintha kwachinsinsi
Kutsindika kwa Deta YoyambaKulimbikitsa kudalira deta yosonkhanitsidwa mwachindunji kuchokera kwa makasitomalaKupanga maubwenzi achindunji ogula kuti asonkhanitse deta yachipani choyamba
Contextual Advertising FocusKuyambiranso pakutsatsa kwazinthuN / A
Kugwiritsa Ntchito AI Pakutsatsa KwachindunjiKugwiritsa ntchito AI pazotsatsa zotsatsa zachinsinsiKugwiritsa ntchito AI kuti muwonjezere zachinsinsi pakutsatsa
Kusintha kwa Mtengo mu Data CollectionN / AKupanga kusinthana kwa phindu ndi ogula

Kuwunika kofananiraku kukuwonetsa njira zingapo zomwe Google ndi Facebook zatengera pazinsinsi za ogwiritsa ntchito. Pivot ya Google kuchokera ku ma cookie a chipani chachitatu ndikuwonjezera chidwi pa data ya chipani choyamba komanso kutsatsa kwanthawi zonse, komanso kugwiritsa ntchito AI ndi kuphunzira pamakina (

ML), ikuwonetsa njira yomwe imayang'anira zinsinsi za ogwiritsa ntchito ndi zofuna za malonda a digito. Mosiyana ndi izi, kugogomezera kwa Facebook pakuchitapo kanthu kwa ogula mwachindunji, kusinthana kwa mtengo, ndikusintha kusintha kwachinsinsi, komanso kugwiritsa ntchito AI, zikuwonetsa njira yomwe ikufuna kumanga ndi kusunga chidaliro cha ogula pamene akuyenda pakusintha kwachinsinsi cha digito.

Otsatsa ndi otsatsa ayenera kumvetsetsa kusiyana kumeneku kuti agwirizanitse njira zawo bwino pakusintha kotsatsa kwa digito. Kusintha kwamakampani onsewa kunjira zongoyang'ana zachinsinsi kukuwonetsa momwe msika ukuyendera, zomwe zikuwonetsa tsogolo lomwe malingaliro achinsinsi akuchulukirachulukira pakutsatsa kwa digito.

Kuti mumve mozama munjira yachinsinsi ya kampani iliyonse, kuyendera masamba awo achinsinsi komanso kulumikizana ndi boma kungapereke zambiri komanso zosinthidwa.

Douglas Karr

Douglas Karr ndi CMO OpenINSIGHTS ndi woyambitsa wa Martech Zone. Douglas wathandizira oyambitsa ambiri opambana a MarTech, wathandizira kulimbikira kopitilira $ 5 bil pakugula ndi kuyika kwa Martech, ndipo akupitiliza kuthandiza makampani kukhazikitsa ndikusintha njira zawo zogulitsa ndi zotsatsa. Douglas ndi katswiri wodziwika padziko lonse lapansi wosinthira digito komanso katswiri komanso wokamba nkhani wa MarTech. Douglas ndi mlembi wofalitsidwa wa kalozera wa Dummie komanso buku la utsogoleri wabizinesi.

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