Balloons, Bubble Gum, ndi Martech: Ndi uti Simuli?

Malangizo a 2017

Mosiyana ndi mabuloni ndi chingamu, Martech sadzaphulika akafalikira kuzomwe zimawoneka ngati zosweka. M'malo mwake, msika wa Martech upitilizabe kusintha ndikutambasula ndikusintha ndikusintha-monga zakhala zikuchitikira zaka zingapo zapitazi.

Zitha kuwoneka kuti kukula kwamakampani pano sikungakhaleko. Ambiri afunsa ngati makampani a martech-adasokonezedwa ndi zoposa 3,800 mayankho —Wafika kumapeto. Yankho lathu losavuta: Ayi, sichinatero. Kukonzekera sikungachedwe posachedwa. Thupi lomwe likukulirakulirali ndichowonadi chatsopano ndipo otsatsa akuyenera kuphunzira momwe angayendetseremo.

Mkhalidwewo

Kuchuluka kwa mayankho a martech kudawirikiza kapena kuwirikiza katatu chaka chilichonse kuchokera pamene chiefmartec.com idayamba kutsatira momwe malonda akutsatsira mu 2011, mpaka kukula kwaposachedwa kwa 3,874. Chidwi cha martech chidalinso balloon. Malinga ndi Walker Sands State of Marketing Technology 2017 lipoti, 70% ya ogulitsa 300 omwe adafunsidwa akuyembekeza kuti mabizinesi amakampani azamalonda awonjezeka mu 2017; awiri okha pa 58% amayembekeza kuti muchepetse. Chifukwa chimodzi chomwe amalonda amalimbikitsira martech: zotsatira. Makumi asanu ndi limodzi mphambu asanu ndi anayi mwa anthu amalonda omwe adafunsidwa ndi Walker Sands ati ukadaulo wamakampani wawo wamakono ukuwathandiza kuchita ntchito zawo bwino. Izi zikuchokera pa XNUMX% chaka chatha.

Martech imagwira ntchito, ndipo otsatsa ambiri ali kale ndi masheya ambiri a martech. Chifukwa chake, kuwonjezera zida kumatanthauza kupeza ukadaulo woyenera wothandizira malingaliro awo ndi zolinga zawo. Zosowa za otsatsa ndizosiyana, ndichifukwa chake pafupifupi theka la otsatsa omwe anafunsidwa 48% amanga nawo masheya awo mayankho abwino kwambiri, pomwe 21% yokha ndi omwe amagwiritsa ntchito suite imodzi yogulitsa. M'malo mwake, 83% yaogulitsa omwe amagwiritsa ntchito njira zophatikizira zabwino kwambiri amakulitsa momwe kampani yawo ingathere "kugwiritsa ntchito zida zawo zonse monga chabwino or zabwino, ”Malinga ndi kafukufuku wa Walker Sands.

Ngakhale zili choncho, otsatsa ambiri amaganiza kuti makampani akuyenda mwachangu kuposa momwe angathere.

The Anakonza

Bulu la martech siliphulika. Ipita patsogolo ndikuwonjezeka-ndikuchulukirachulukira kwa osewera-ndipo, chifukwa chake, akupitilizabe kuthandiza zosowa za otsatsa. Koma kusanthula njira zonse zomwe zilipo kuti mupeze mayankho oyenera kumafuna kuti otsatsa malonda azikhala ndi njira yothandizirana ndi makasitomala, komanso njira yabwino yolumikizira zida zabwino zothandizira njirayi.

Makasitomala amasiku ano ndiosakhulupirira za njira, kotero njira iliyonse yothandizira makasitomala iyenera kukhala yogwira ntchito kuti igwire bwino ntchito kwanthawi yayitali. Njira yolumikizirana yomwe imadutsa malire amkati imafuna mwini yemwe ali ndi luso komanso chidwi kuti apeze thandizo kwa oyang'anira ndikuwongolera bungwe pakusintha-kuphatikizapo kuwonongeka kwa silos.

Njira imodzi yothetsera ma silos, komanso kuphatikiza zida za martech, ndikutenga njira yotseguka. M'malo mongolumikizana ndi zida za martech pazosanja, lingalirani kuziphatikiza pazosanjikiza. Izi zimalola atsogoleri otsatsa kulingalira mosavuta kuposa kutsatsa ndikuganizira momwe angathandizire ntchito monga kugulitsa ndi ntchito pakampani iliyonse. Zimathandizanso otsatsa kugulitsa malonda ndi martech kuti azitha kugwiritsa ntchito bwino ma touchpoint omwe alipo.

Mapulatifomu a Makasitomala (CDPs) khalani ngati Nthiti zomwe zimathandizira mabungwe kulumikiza deta ndi ntchito m'munda wotseguka. Izi zimatsimikizira kuti otsatsa amatha kuchitapo kanthu ndikukwaniritsa cholumikizira chilichonse ndi makasitomala. CDP democratize mwayi wopeza zambiri, analytics, mayendedwe, ndi makasitomala pantchito yonseyi. Njirayi imapereka mwayi wopezera deta kulikonse komwe ikukhala, kuchokera kumagulu osiyanasiyana ndi magwiridwe antchito. Otsatsa amathanso kugwiritsa ntchito njira zopitilira muyeso monga kugoletsa ndikuphunzira makina. Ma CDP amathandizanso kuti pakhale njira iliyonse kudzera pazachilengedwe. Kulumikiza ku njira iliyonse yadigito kapena yachikhalidwe-kuphatikiza Ma DMP, DSPs, ESPs-atha kuphatikizidwa kukhala dimba lotseguka.

Chotsatira? Kugwiritsa ntchito njira yotseguka yothetsera yankho la martech lomwe likukula limalola otsatsa kuti azigwiritsa ntchito makasitomala pazinthu zonse. Ndiye kuti, kupanga njira yogwirira ntchito yomwe imapitilira kutsatsa, kugulitsa, ndi ntchito, ndikukhudza makasitomala, ogwira ntchito, magwiridwe antchito, ndi zinthu.

Bulu Lopanda Pop

Bulu la martech silinaphulike. Komanso sizikupita posachedwa. Ndi ogulitsa omwe akuchulukirachulukira pamalopo, komanso zatsopano komanso kuphatikiza, otsatsa amatha kupeza mayankho oyenera kuthana ndi zosowa zawo, zosowa zawo, ndi zokhumba zawo.

Palibe malo oyenera kutsata masiku ano, zomwe zikutanthauza kuti palibe njira yofananira ndiukadaulo wotsatsa. Otsatsa omwe akuyang'ana kuti atenge njira yothandizirana ndi makasitomala akuyenera kugwira ntchito ndi ogulitsa ukadaulo omwe ali ndi njira yolumikizirana monga kupatsa mwayi munda wosagwirizana. Umu ndi momwe kutsatsa kwa ROI kudzafutukuka ndikukula kwa martech.

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