Kodi MarTech ndi chiyani? Ukadaulo Wotsatsa: Zakale, Zamtsogolo, ndi Zamtsogolo

Kodi Martech Ndi Chiyani?

Mutha kusangalala ndikamalemba nkhani yokhudza MarTech nditasindikiza zoposa 6,000 zolemba zotsatsa ukadaulo kwazaka zopitilira 16 (kupitirira zaka za buloguyi… ndinali pa blogger m'mbuyomu). Ndikukhulupirira kuti ndikofunikira kusindikiza ndikuthandiza akatswiri azamalonda kuzindikira bwino kuti MarTech inali chiyani, ndi tsogolo la zomwe zidzakhale.

Choyamba, ndichachidziwikire MarTech ndi alireza za kutsatsa ndi ukadaulo. Ndasowa mwayi wopeza mawu akuti… ndimagwiritsa ntchito MalondaTech kwazaka zambiri ndisanabwezeretsenso tsamba langa pambuyo pake MarTech anatengera makampani lonse.

Sindikudziwa kuti ndi ndani kwenikweni analemba mawuwa, koma ndimalemekeza kwambiri Scott Brinker yemwe anali wofunikira kwambiri potenga teremu. Scott anali wanzeru kuposa momwe ndinali ... anasiya kalata imodzi ndipo ine ndinasiya gulu.

Tanthauzo la Martech

Martech imagwira ntchito pazinthu zazikuluzikulu, zoyesayesa, ndi zida zomwe zimagwiritsa ntchito ukadaulo kukwaniritsa zolinga zotsatsa. 

Scott Brinker

Nayi kanema yayikulu kuchokera kwa anzanga ku Gawo Lachitatu yomwe imapereka kanema wachidule komanso wosavuta wa Kodi Martech Ndi Chiyani:

Kuti ndipereke mwachidule, ndikufuna kuphatikiza zomwe ndazindikira pa:

MarTech: Zakale

Nthawi zambiri timaganizira za MarTech masiku ano ngati yankho logwiritsa ntchito intaneti. Ndinganene kuti ukadaulo wotsatsa udatsogola masiku ano. Kumayambiriro kwa 2000s, ndimathandizira mabizinesi monga New York Times ndi Toronto Globe and Mail kuti apange malo osungira zinthu za terabyte pogwiritsa ntchito njira zingapo zochotsera, kusintha, ndi kunyamula (ETL) zida. Tidaphatikiza zamalonda, kuchuluka kwa anthu, kuchuluka kwa malo, ndi zinthu zina zingapo ndikugwiritsa ntchito makinawa kufunsa, kutumiza, kutsata, ndikuyeza kutsatsa, kutsatsa kwama foni, komanso makampeni apakompyuta.

Pofuna kusindikiza, ndidagwira ntchito ku Newspaper atangochoka pamakina opangira makina opangira makina opangira mankhwala omwe anali ndi chidwi chowagwiritsa ntchito nyali zoyambira mwamphamvu ndi zoyipa, kenako ma LED ndi magalasi. Ndidapitadi kusukuluzo (ku Mountain View) ndikukonzanso zida zija. Njira yojambulira ndi kusindikiza inali yadijito kwathunthu… ndipo tidali makampani oyamba kusunthira ku fiber kuti tisunthire mafayilo amasamba akulu (omwe adasinthanso kawiri kuwunika kwamasiku ano). Zotulutsa zathu zidaperekedwabe kuzowonera ... kenako ndikusindikiza makina osindikizira.

Zipangizazi zinali zotsogola modabwitsa ndipo ukadaulo wathu unali kumapeto kwa magazi. Zida izi sizinali zopangidwa ndi mtambo kapena SaaS panthawiyo… koma ndidagwiranso ntchito pamitundu yoyamba yoyambira pa intaneti, ndikuphatikizira deta ya GIS kuti isanjike deta zapakhomo ndikumanga kampeni. Tasuntha posamutsa satelayiti kupita kuma netiweki akuthupi, kupita ku intanet fiber, kupita pa intaneti. Zaka khumi pambuyo pake, ndipo machitidwe ndi matekinoloje onse omwe ndimagwirapo ntchito tsopano ali pamtambo ndipo amakhala ndi intaneti, imelo, kutsatsa, ndi ukadaulo wotsatsa mafoni kuti ndiyankhulane ndi anthu.

Zomwe tidasowa nthawi imeneyo kuti tisunthire kumtambo ndi njirazi zinali zosungira, zotchinga, kukumbukira, komanso kugwiritsa ntchito mphamvu zamagetsi. Ndi mtengo wama seva wotsika komanso kuchuluka kwa bandwidth kukukwera, Mapulogalamu monga Service ndi (SaaS) adabadwa… sitinayang'anepo m'mbuyo! Zachidziwikire, ogula anali asanatengere intaneti, maimelo, ndi mafoni nthawi imeneyo… kotero zotuluka zathu zidatumizidwa kudzera pawayilesi, ndikusindikiza, ndi makalata achindunji. Iwo anali ngakhale magawo ndi kusinthidwa.

Nthawi ina ndinkakhala nawo poyankhulana ndi wamkulu pomwe adati, "Tidayambitsa kutsatsa kwa digito ..." ndipo ndidaseka kwambiri. Njira zomwe tikugwiritsa ntchito masiku ano zachepetsa ndikuchepa kuposa momwe ndimakhalira ukadaulo waukadaulo, koma tidziwikiratu kuti njira, machitidwe, ndi machitidwe ogwiritsira ntchito kutsatsa kwanzeru zidachitika zaka zingapo kampani iliyonse isanakhale ndi intaneti. Ena a ife (inde, ine…) tinali komweko pomwe timagwira ntchito zampikisano kudzera pa mainframe… kapena kutsegula zenera la seva kuchokera kuntchito kwathu. Kwa inu achinyamata… zomwe kwenikweni zinali mtambo ikuyenda mkati mwa kampani yanu pomwe malo anu ogwiritsira ntchito anali osatsegula ndipo mphamvu zonse zosungira ndi makompyuta zinali pa seva.

MarTech: Pano

Makampani amatha kugwirizana kwa kasitomala, malonda, oyang'anira zochitika, malonda okhutira, kasamalidwe ka ogwiritsa ntchito, chikhalidwe TV malonda, kasamalidwe ka mbiri, imelo malonda, malonda mafoni (intaneti, mapulogalamu, ndi sms), kutsatsa kwachidziwitso, kasamalidwe ka kutsatsa, zambiri, analytics, malonda apaintaneti, maubale ndimakasitomala, mwayi wogulitsandipo kusaka posaka. Zokumana nazo zatsopano komanso matekinoloje omwe akutuluka monga chowonadi chowonjezeka, zenizeni zenizeni, zowonadi zosakanikirana, luntha lochita kupanga, kukonza zinenero zachilengedwe, ndi ena ambiri akupeza nsanja zomwe zilipo kale komanso zatsopano.

Sindikudziwa momwe Scott amapitilira ndi izi, koma wakhala akutsatira momwe msika ukukulira mwachangu kwazaka zopitilira khumi… ndi lero Malo a MarTech ili ndi makampani opitilira 8,000.

Malo a MarTech

martech malo 2020 martech5000 slide

Pomwe Scott amagawaniza malo okhathamira ndi kutsatsa, mizere imasokonekera pang'ono pokhudzana ndi nsanja ndi kuthekera kwawo kwenikweni. Otsatsa amasonkhanitsa ndikuphatikizira nsanja izi pakufunika kuti apange, kuchita, ndikuyeza ntchito zotsatsa kuti apeze, azigulitsa, ndikusunganso makasitomala. Kutolere uku kwa nsanja ndi kuphatikiza kwawo kumadziwika kuti MarTech okwana.

Kodi MarTech Stack Ndi Chiyani?

MarTech okwana ndi kusonkhanitsa kachitidwe ndi nsanja zomwe otsatsa amagwiritsa ntchito pofufuza, kupanga njira, kukhazikitsa, kukonza ndikuyerekeza momwe amagulitsira nthawi yonse yogula yomwe akuyembekeza kudzera munthawi ya makasitomala.

Douglas Karr

Katundu wa Martech nthawi zambiri amaphatikizira ma pulatifomu a SaaS omwe ali ndi zilolezo komanso zolumikizana ndi mtambo kuti zithandizire kudziwa zomwe zikufunika kuti zithandizire pakutsatsa kwamakampani. Masiku ano, mabungwe ambiri a MarTech Stacks amasiya kwambiri, makampani amathera nthawi yochuluka pakukonzekera zophatikizira ndi ogwira ntchito kuti apange ndikutsatsa malonda awo otsatsa.

MarTech Imapitilira Kutsatsa

Timazindikiranso kuti kulumikizana kulikonse ndi chiyembekezo kapena kasitomala kumakhudza kutsatsa kwathu. Kaya ndikudandaula kwa makasitomala pazanema, kusokonezedwa ndi ntchito, kapena kupeza zovuta kupeza ... munthawi yapa media, zokumana nazo za makasitomala tsopano ndizomwe zimakhudza zomwe timachita kutsatsa kwathu komanso mbiri yathu. Chifukwa cha ichi, MarTech ikukula mopitilira kuyatsa kwamalonda ndipo tsopano ikuphatikiza ntchito zamakasitomala, zogulitsa, zowerengera ndalama, ndi momwe amagwiritsidwira ntchito kutchula ochepa.

Makampani ogwira ntchito monga Salesforce, Adobe, Oracle, SAP, ndi Microsoft omwe amapanga zidutswa mu MarTech akupeza makampani mwachangu, kuwaphatikiza, ndikuyesera kupanga nsanja zomwe zingatumikire makasitomala awo kuyambira koyambirira mpaka kumapeto. Ndizosokonekera, komabe. Kuphatikiza mitambo yambiri mu Salesforce, mwachitsanzo, kumafunikira odziwa anzawo a Salesforce omwe achita izi kumakampani ambiri. Kusuntha, kukhazikitsa, ndikuphatikiza machitidwewa kumatha kutenga miyezi… kapenanso zaka. Cholinga cha omwe amapereka ndi SaaS ndikupitiliza kukulitsa ubale wawo ndi kasitomala wawo ndikuwapatsa mayankho abwinoko.

Kodi Zakhudza Bwanji Otsatsa?

Kuti mugwiritse ntchito MarTech, wotsatsa masiku ano nthawi zambiri amakhala ndi mwayi wopanga, kusanthula, komanso ukadaulo waluso kuthana ndi zoperewera komanso zovuta zomwe nsanja zambiri zamaukadaulo zimafunikira. Mwachitsanzo, wotsatsa maimelo amayenera kukhala ndi chidwi ndi mayendedwe azomwe angapangire kutsimikizika, kutsuka kwa ma data pamndandanda wamaimelo, luso lazopanga zomangamanga, luso lolemba zolemba zomwe zingapangitse kuti olembetsa achitepo kanthu, luso loyesa kutanthauzira kudina ndi kutembenuka deta, ndi… kulemba zomwe zimapereka chidziwitso chofananira pakati pa makasitomala amitundu ambiri ndi mitundu yazida. Yikes… ndiye luso lofunikira… ndipo imelo ndi imelo chabe.

Otsatsa masiku ano akuyenera kukhala anzeru kwambiri, opanga, omasuka pakusintha, ndikumvetsetsa momwe angamasulire molondola deta. Ayenera kumvetsera mwachidwi mayankho amakasitomala, zovuta zamakasitomala, omwe akupikisana nawo, ndi zomwe athandiza kuchokera kugulu lawo logulitsa. Popanda imodzi mwazidutswa izi, zikuwoneka kuti zikuyenda movutikira. Kapenanso, ayenera kudalira pazinthu zakunja zomwe zingawathandize. Limenelo lakhala bizinesi yopindulitsa kwa ine mzaka khumi zapitazi!

Kodi Zakhudza Bwanji Kutsatsa?

Lero MarTech yakhazikitsidwa kuti isonkhanitse deta, kukhazikitsa omvera, kulumikizana ndi makasitomala, kukonza ndi kugawa zomwe zili, kuzindikira ndikuika patsogolo zomwe akutsogolera, kuwunika mbiri ya dzina, ndikuwunika momwe ndalama zikuyendera ndikuchita nawo kampeni pamakina onse ndi njira ... kuphatikiza njira zotsatsira zachikhalidwe. Ndipo ngakhale njira zina zosindikizira zachikhalidwe zitha kuphatikizira nambala ya QR kapena ulalo wotsata, njira zina zachikhalidwe monga zikwangwani zikukhala ndi digito yonse ndikuphatikizidwa.

Ndikufuna kunena kuti kutsatsa kwamasiku ano ndiwotsogola kwambiri kuposa zaka makumi angapo zapitazo… kupereka uthenga wapanthawi yake komanso woyenera womwe umalandiridwa ndi ogula ndi mabizinesi chimodzimodzi. Ndikanakhala kuti ndikunama. Kutsatsa kwamasiku ano kulibe chisoni chilichonse kwa ogula ndi mabizinesi omwe amadzazidwa ndi mauthenga. Momwe ndimakhala pano, ndili ndi maimelo 4,000 omwe sindinawerenge ndipo ndikulembetsa pamndandanda womwe ndasankhidwa popanda chilolezo changa tsiku ndi tsiku.

Pomwe kuphunzira kwamakina ndi luntha lochita kupanga likutithandizira kugawa bwino ndikusintha mauthenga athu, makampani akutumiza njirazi, kusonkhanitsa mazana a mfundo zomwe ogula sakudziwa, ndipo - m'malo moyendetsa bwino mauthenga awo - akuwombera mauthenga ambiri.

Zikuwoneka kuti kutsika kwapa digito ndikotsika mtengo, pomwe otsatsa malonda ambiri SPAM amalakwitsa kwa omvera awo kapena otsatsa mwa njira iliyonse yomwe angapeze kuti akwaniritse chiyembekezo chawo kulikonse komwe maso awo akuyang'ana.

MarTech: Tsogolo

Kusasamala kwa MarTech kukupezabe ndi mabizinesi, komabe. Ogwiritsa ntchito amafunafuna zachinsinsi zowonjezereka, kulepheretsa zidziwitso, kupereka lipoti la SPAM mwamphamvu, kutumizira ma adilesi a imelo kwakanthawi komanso kwachiwiri. Tikuwona asakatuli akuyamba kutsekereza ma cookie, zida zam'manja zikuletsa kutsatira, ndi nsanja zotsegulira zilolezo zawo kuti ogula azitha kuwongolera zomwe zagwidwa ndikugwiritsidwa ntchito motsutsana nawo.

Zodabwitsa ndizakuti, ndimayang'ana njira zina zotsatsira zomwe zikubwerera. Wogwira naye ntchito yemwe amakhala ndi CRM yotsogola komanso nsanja yotsatsa akuwona kuchuluka kwakukula komanso mayankho abwinoko ndi mapulogalamu otumiza mwachindunji. Ngakhale bokosi lanu la makalata ndilokwera mtengo kulowa, mulibe zidutswa 4,000 za SPAM mmenemo!

Kukonzekera kwapaukadaulo kwa digito kukukulirakulira chifukwa chimango ndi ukadaulo zimapangitsa kukhala kosavuta kumanga, kuphatikiza, ndikuwongolera nsanja. Pamene ndimakumana ndi kuthera madola masauzande pamwezi kwa omwe amatumiza maimelo kuti ndifalitse, ndinali ndi chidziwitso chokwanira kuti ine ndi mnzanga tidangopanga injini yathu ya imelo. Amawononga ndalama zochepa pamwezi. Ndikukhulupirira kuti ili ndiye gawo lotsatira la MarTech.

Ma pulatifomu opanda ma codod komanso opanda ma code akuchulukirachulukira, zomwe zimathandiza osakhala opanga kuti azipanga okha ndikukhazikitsa mayankho awo osalemba mzere umodzi wa malamulo. Nthawi yomweyo, nsanja zatsopano zotsatsa zikupezeka tsiku lililonse ndi mawonekedwe ndi kuthekera komwe kumapitilira nsanja zomwe zimawononga madola masauzande ambiri kuti agwiritse ntchito. Ndatengeka ndi machitidwe olimbikitsa a ecommerce monga Klaviyo, Moosendndipo Yambani, Mwachitsanzo. Ndidatha kuphatikiza ndikupanga maulendo ovuta omwe amayendetsa kukula kwa manambala awiri kwa makasitomala anga tsiku limodzi. Ndikadakhala kuti ndimagwira ntchito yabizinesi, zikadatenga miyezi yambiri.

Kutsata makasitomala kumakhala kovuta, koma mayankho amakasitomala monga Jebbit akupereka zokumana nazo zokongola, zodziyang'anira pawokha kwa ogula kuti ayende m'njira zawo ndikuyendetsa okha kutembenuka… onse ndi keke yoyamba yomwe ingasungidwe ndikuwunikidwa. Nkhondo ya makeke a chipani chachitatu iyenera kuyika pixel ya Facebook (ndicho chimene ndikukhulupirira kuti chifukwa chenicheni ndichifukwa chake Google ikugwetsa) kotero Facebook sidzatha kutsata aliyense pa Facebook. Izi zitha kuchepetsa kutsata kwapamwamba kwa Facebook… ndipo zitha kuwonjezera gawo lamsika la Google.

Nzeru zopanga komanso nsanja zapamwamba kwambiri zothandiza kuti zithandizire kuzindikira zambiri pakutsatsa kwa omni-channel komanso momwe zingakhudzire ulendo wonse wogula. Umenewu ndi uthenga wabwino kwa makampani omwe amakanda mitu yawo komwe angayesetse kupeza makasitomala atsopano.

Sindine wamtsogolo, koma ndili ndi chidaliro kuti machitidwe athu amakhala anzeru komanso makina azomwe tingagwiritse ntchito pantchito zomwe titha kubwereza, kuti otsatsa malonda atha kukhala nthawi yofunika kwambiri - pakupanga zokumana nazo zatsopano komanso zatsopano zomwe zimapangitsa kuyanjana ndikupereka chiyembekezo kwa chiyembekezo ndi makasitomala. Ndikukhulupirira kuti andipatsa zotsatirazi:

  • Kuperekera - Kutha kumvetsetsa momwe kutsatsa ndi kugulitsa kulikonse komwe ndikupanga kumakhudzira kusungidwa kwa kasitomala, kufunika kwa kasitomala, ndi kupeza.
  • Real-Time Data - Kutha kuwonera zochitika munthawi yeniyeni m'malo modikirira maola kapena masiku kuti tipeze malipoti oyenera kuti ndiwone ndikukwaniritsa zomwe otsatsa anga akuchita.
  • Kuwona kwa 360-Degree - Kutha kuwona kulumikizana kulikonse ndi chiyembekezo kapena kasitomala kuti awatumikire bwino, kulumikizana nawo, kuwamvetsetsa, ndikuwapatsa phindu.
  • Omni-Channel - Kutha kuyankhula ndi kasitomala munjira kapena njira yomwe akufuna kuti alankhulidwe ndiomwe nditha kugwira nawo ntchito mosavuta.
  • luntha - Kutha kusunthira pazokonda zanga monga wotsatsa ndikukhala ndi kachitidwe komwe kamagawika, kudzisankhira nokha, ndikupereka uthenga woyenera nthawi yoyenera kupita kumalo oyenera kwa kasitomala wanga.

Mukuganiza chiyani?

Ndikufuna kumva malingaliro anu ndi malingaliro anu pa Martech: Zakale, Zamtsogolo, ndi Zamtsogolo. Kodi ndidayikhomera kapena ndapita kutali? Kutengera kukula kwa bizinesi yanu, kutsogola, ndi zomwe zilipo, ndikutsimikiza malingaliro anu atha kukhala osiyana kwambiri ndi anga. Ndikugwira ntchito pamutuwu mwezi uliwonse kapena kuti ndizisunga… Ndikukhulupirira zikuthandizani kufotokoza za malonda osaneneka awa!

Ngati mukufuna kukhala ndi Martech, chonde lembetsani nkhani yanga ndi podcast yanga! Mupeza mawonekedwe ndi maulalo pamapazi a onse awiri.

Mukuganiza chiyani?

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