Chii chinonzi MarTech? Kushambadzira Tekinoroji: Kare, Ikozvino, uye Ramangwana

Chii chinonzi Martech?

Unogona kuwana kuseka mukati mangu ndichinyora chinyorwa paMarTech mushure mekuburitsa zvinyorwa zvinopfuura zviuru zvitanhatu pakushambadzira tekinoroji kweanopfuura makore gumi nematanhatu (kupfuura zera reblog iri… ndaive pa blogger yapfuura). Ini ndinotenda zvakakosha kushambadzira nekubatsira vezvemabhizinesi zvirinani kuti vaone kuti MarTech yaive chii, iri, uye ramangwana rezvichave.

Kutanga, hongu, ndizvozvo MarTech ndiwo muzvideoXNUMX wekushambadzira uye tekinoroji. Ndarasikirwa nemukana wakanaka wekuuya neshoko… ini ndanga ndichishandisa KushambadziraTech kwemakore ndisati ndadzokororazve saiti yangu mushure MarTech yakagamuchirwa indasitiri-yakafara.

Ini handina chokwadi chekuti ndiani anyora izwi iri, asi ndinoremekedza zvikuru Scott Brinker uyo aive akakosha mukutora izwi rakanyanya. Scott anga akangwara kupfuura zvandakaita… akasiya tsamba imwe kure uye ini ndikasiya boka riri pamusoro.

Martech Tsanangudzo

Martech inoshanda kune makuru matanho, kuedza, uye maturusi anoshandisa tekinoroji kuzadzisa kushambadzira zvinangwa uye zvinangwa. 

Scott Brinker

Heino vhidhiyo huru kubva kushamwari dzangu pa Element Chitatu iyo inopa pfupi uye yakapusa vhidhiyo tsananguro ye Chii chinonzi Martech:

Kupa pfupiso, ini ndoda kuisa zvandinoona pane:

MarTech: Kare

Isu tinowanzo funga nezve MarTech nhasi seInternet-based solution. Ndingataura kuti kushambadzira tekinoroji pachayo kwakatangira terminology yanhasi. Mukutanga 2000s, ini ndanga ndichibatsira mabhizinesi senge New York Times uye Toronto Globe neMail kuvaka matura e-terabyte-saizi yedhata vachishandisa huwandu hwekubvisa, shanduko, uye mutoro (ETLzvishandiso. Isu takabatanidza transactionional data, demographic data, geographic data, uye akati wandei mamwe masosi uye kushandisa masystem aya kubvunza, kutumira, kuteedzera, uye kuyera kushambadzira kushambadzira, kufona kwefoni, uye kunanga tsamba dzetsamba.

Mukushambadzira, ndakashanda kuNewspaper mushure mekunge vatama kubva kumuchina wekutepfenyura kuenda kune mahwendefa akagadzirwa nemakemikari aive nemafungiro akapiswa mukati mavo vachishandisa mwenje wekutanga-akasimba uye zvisizvo, ndokuzoita makomputa eUS nemirazi. Ini ndakanyatsopinda zvikoro izvi (muMountain View) ndikagadzirisa michina iyoyo. Maitiro kubva kudhizaini kudhinda anga ari edhijitari… uye isu tanga tiri mamwe emakambani ekutanga kutamira kune fiber kufambisa iyo hombe peji mafaera (ayo achiri kakapetwa kaviri kugadziriswa kwemazuva ano ekupedzisira-mamonitor). Yedu kuburitsa yakanga ichiri kuendeswa kumasikirini… uyezve kuenda kumichina yekudhinda.

Maturusi aya aive akaomesesa zvinoshamisa uye tekinoroji yedu yaive kumucheto kweropa. Maturusi aya anga asiri egore kana SaaS panguva iyoyo… asi ini ndakanyatso shanda pane mamwe mavhezheni ewebhu-based eaya masisitimu, kusanganisira data reGIS kuronga data repamba uye kuvaka mishandirapamwe. Isu takatama kubva pasatellite kuendesa kwedata kune epanyama network, kune intranet fiber, kune internet Makumi gumi gare gare, uye ese eaya masystem uye matekinoroji andakashanda paari ave gore-based uye anokwanisa webhu, email, kushambadzira, uye nhare yekushambadzira tekinoroji kuti utaure nevanhu vazhinji.

Izvo isu zvataishaya kare ikako kuti tiende kune iro gore nemhinduro idzodzo zvaive zvisingakwanisike kuchengetedza, bandwidth, ndangariro, uye komputa simba. Nemitengo yemaseva ari kudonha uye bandwidth kukwira, Software somunhu Service (SaaS) akazvarwa… hatina kumbocheuka! Ehezve, vatengi vanga vasati vatora zvizere webhu, email, uye nharembozha kumashure… saka zvabuda zvedu zvakatumirwa kuburikidza nenhepfenyuro masvikiro, uye kupurinda, uye kunanga tsamba. Ivo vaive vakatokamurwa uye vakasarudzika.

Ndakambogara panhaurirano yemukuru mukuru paakati, "Isu takatangisa kushambadzira kwedhijitari ..." uye ndakaseka zvinonzwika. Iwo maratidziro atinoendesa nhasi akayera uye ave kureruka zvakanyanya kupfuura pandakanga ndiri wechidiki tekinoroji, asi ngativei pachena kuti maitiro, mapatani, uye maitiro ekuendesa kushambadza kwakashambadza kwakaitika makore chero kambani isati yawana mukana weInternet. Vamwe vedu (hongu, ini…) taivapo patakashanda pamishandirapamwe tichishandisa mainframe… kana kuvhura hwindo re server kubva kubasa kwedu. Yenyu vadiki vanhu… izvo zvainyanya kuve a gore kumhanya mukati mekambani mako uko yako terminal / nzvimbo yekushandira yaive bhurawuza uye yese yekuchengetedza uye komputa simba yaive kuseva.

MarTech: Parizvino

Makambani akareba mutengi wehutano hwehukama, kushambadza, Chiitiko manejimendi, content marketing, mushandisi ruzivo manejimendi, evanhu vezvenhau Marketing, mukurumbira manejimendi, tsambambozha Marketing, mobile marketing (webhu, maapplication, uye SMS), Kushambadzira otomatiki, kushambadzira dhata manejimendi, data hombe, analytics, ecommerce, hukama hwevanhu, kugonesa kwekutengesa, uye kutsvaga kwekushambadzira. Zviitiko zvitsva uye hunyanzvi hwekubuda sechokwadi chakawedzerwa, chokwadi chaicho, chokwadi chakasanganiswa, njere dzekugadzira, kugadzirisa mutauro, uye zvimwe zviri kuwana nzira yavo mumapuratifomu aripo uye matsva.

Handizive kuti Scott anozvibata sei nazvo, asi anga achiteedzera kukurumidza kukura kweiyi indasitiri kweanopfuura makore gumi… uye yanhasi MarTech mamiriro ine anopfuura makambani zviuru zvisere mairi.

MarTech Landscape

martech nyika 2020 martech5000 slide

Nepo zvikamu zveScotland nzvimbo inoenderana nebasa rekushambadzira, mitsara iri kutadza kunyatsoenderana nemapuratifomu uye izvo zvavanogona kuita. Vashambadziri vanoungana uye vanobatanidza mapuratifomu pazvinenge zvichidikanwa kuvaka, kuita, uye kuyera mishandirapamwe yekutengesa yekutsvaga, kusimudzira, uye kuchengetedza kwevatengi. Iyi kuunganidzwa kwemapuratifomu uye kusangana kwavo kunozivikanwa se MarTech Stack.

Chii chinonzi MarTech Stack?

MarTech Stack iko kuunganidzwa kwehurongwa uye mapuratifomu ayo vashambadzi vanoshandisa kutsvagisa, kuronga, kuita, kugadzirisa uye kuyera maitiro avo ekutengesa mukati merwendo rwekutenga nekutarisira uye kuburikidza nehupenyu hwevatengi.

Douglas Karr

Martech Stack inowanzo sanganisira mapuratifomu eSaS ane marezinesi uye kusanganisa makore-based proprietiki kugadzirisa iyo data inodiwa kuti ipe zvese zvinodiwa kutsigira kushambadzira kwekambani. Nhasi, ruzhinji rwemakambani MarTech Stacks anosiya zvakawanda kuti zvidikanwe, makambani anoshandisa nguva yakawanda mukusimudzira kwekubatanidza uye vashandi kuti vange vachivaka uye kuendesa kwavo kushambadzira.

MarTech Inowedzera Kupfuura Kushambadzira

Isu tinoonawo kuti kudyidzana kwese netarisiro kana mutengi kuri kukanganisa kwedu kushambadzira. Kunyangwe iri mutengi achinyunyuta pasocial media, kukanganisa kwevhisi, kana dambudziko rekuwana ruzivo ... mune yemagariro venhau nyika, ruzivo rwevatengi ikozvino rwuri chinhu chinokanganisa kukanganisa kwesimba redu rekushambadzira uye mukurumbira wedu wese. Nekuda kweizvi, MarTech iri kuwedzera kupfuura kushambadzira uye ikozvino inosanganisa masevhisi evatengi, kutengesa, accounting, uye data rekushandisa kutumidza mashoma.

Makambani emabhizimusi akaita seSalesforce, Adobe, Oracle, SAP, neMicrosoft anovaka zvidimbu uye zvidimbu munzvimbo yeMarTech vari kuwana makambani nekukurumidza, vachiabatanidza, uye kuyedza kuvaka mapuratifomu anogona kushandira vatengi vavo kubva pakutanga kusvika kumagumo. Izvo zvakashata, zvakadaro. Kubatanidza akawanda makore muSalesforce, semuenzaniso, inoda ruzivo Salesforce vadyidzani izvo zvakazviitira makambani mazhinji. Kufambisa, kuita, nekubatanidza iwo masisitimu kunogona kutora mwedzi… kana kunyangwe makore. Chinangwa cheSawaS mupi ndechekuenderera mberi nekukura hukama hwavo nemutengi wavo uye nekuvapa mhinduro dziri nani.

Yakagadzirisa Sei Vashambadzi?

Kuwedzeredza MarTech, mushambadzi wanhasi kazhinji kacho kuwanda kwekugadzira, kuongorora, uye hunyanzvi hwehunyanzvi hwekukunda izvo zvisingakwanisike nematambudziko zvinoda mapuratifomu mazhinji ekushambadzira. Semuenzaniso, mushambadzi weemail anofanirwa kuve nehanya nedomain domain yekugadzirisa kugadziriswa, data kuchenesa kwemazita emaimeri, tarenda rekugadzira rekuvaka zvinoshamisa zvidimbu zvekutaurirana, kopi yekunyora kugona kwekugadzira zvirimo zvinotyaira munhu anonyorera kuita, kugona kwehunyanzvi hwekududzira kubaya uye kutendeuka. data, uye… kukodha kunopa chiitiko chinowirirana pane vazhinji email vatengi uye mhando dzemidziyo. Yikes… ndiyo chaiyo tarenda inodiwa… uye i email chete.

Vashambadziri nhasi vanofanirwa kuve nehunyanzvi hwekugadzira, kugadzira, kugadzikana neshanduko, uye kunzwisisa nzira yekududzira nemazvo data. Ivo vanofanirwa kutarisisa zvinoshamisa kune vatengi mhinduro, nyaya dzebasa revatengi, vakwikwidzi vavo, uye zvekuisa kubva kuchikwata chavo chekutengesa. Pasina imwe yeiyi mbiru, ivo vanogona kunge vachishanda zvisina kunaka. Kana, ivo vanofanirwa kuvimba nezviwanikwa zvekunze zvinogona kuvabatsira. Iro rave riri bhizimusi rinobhadhara kwandiri makore gumi apfuura!

Yakagadzirisa Sei Kushambadzira?

MarTech yanhasi yakatumirwa kuunganidza data, kuvandudza vateereri, kutaurirana nevatengi, kuronga nekuparadzira zvirimo, kuona uye kuisa pamberi pekutungamira, kuongorora mukurumbira wechiratidzo, uye kuteedzera mari nekuita pamwe nemishandirapamwe pamatanho ese uye chiteshi… kusanganisira zvetsika nzira dzekutengesa. Uye nepo dzimwe nzira dzechinyakare dzekudhinda dzinogona kusanganisira kodhi yeQR kana chinongedzo chinoteedzereka, dzimwe nzira dzechivanhu senge mabhodhi emabhodhi ari kuve akazara manhamba uye akabatanidzwa.

Ndingafarire kutaura kuti kushambadzira kwanhasi kwanyanya kwazvo kupfuura makumi emakore apfuura… ichipa mameseji akakodzera uye akakodzera anogamuchirwa nevatengi nemabhizimusi zvakafanana. Ndinganyepa. Kushambadzira kwanhasi kuri kunyanya kushaya chero tsitsi kune vatengi uye mabhizinesi ari kubhombwa nemeseji. Sezvo ini ndigere pano, ndine zviuru zvina makumi mana zvisina kuverengwa emaimeri uye ini ndiri kuzvinyoresa kubva kune akawanda ezvinyorwa zvandakasarudzwa mukati ndisina mvumo yangu zuva nezuva.

Nepo kudzidza kwemuchina uye huchenjeri hwekunyepedzera zviri kutibatsira kuita zviri nani chikamu uye nekuita yedu meseji, makambani ari kuendesa mhinduro idzi, achiunganidza mazana epa data mapoinzi ayo vatengi vacho vasingatozive, uye - pachinzvimbo chekugadzirisa meseji yavo - vari kuvabhomba ne mamwe mameseji.

Zvinotaridza sekushomeka kushambadzira kwedhijitari,, ivo vanowedzera kushambadzira SPAM kuburitsa kunze kwevanovavarira vateereri kana kushambadzira kushambadzira munzira dzese dzavanogona kuwana kurova tarisiro yavo chero kwadzinotenderera maziso avo.

MarTech: Ramangwana

Kushaya hanya kweMarTech kuri kubata nemabhizinesi, zvakadaro. Vatengi vari kuda zvakawandisa uye zvakavanzika, kuremadza zviziviso, kuzivisa SPAM zvakanyanya, kuendesa kwenguva pfupi uye yechipiri email kero. Tiri kuona mabhurawuza achitanga kuvharira makuki, nharembozha ichivharira kuteedzera, uye mapuratifomu anovhura mvumo yedata kuitira kuti vatengi vagone kudzora data rakatorwa uye rinoshandiswa kupokana navo.

Sezvineiwo, ndiri kutarisa dzimwe tsika dzekutengesa dzechinyakare dzichidzoka. Mumwe wandinoshanda naye anomhanyisa CRM yakasarudzika uye yekushambadzira chikuva ari kuona kuwedzera kukura uye zvirinani kupindura mitengo neakananga-kudhinda mail zvirongwa. Kunyange bhokisi rako rekutumira riri kudhura kupinda, hapana zvidimbu zviuru zvina zveSPAM mariri!

Kugadziridza mumadhijitari ekushambadzira tekinoroji kuri kukwirisa sezvo masisitimu uye matekinoroji zvinoita kuti zvive nyore kuvaka, kubatanidza, uye kugadzirisa mapuratifomu. Pandakanga ndakatarisana nekushandisa zviuru zvemadhora pamwedzi kumupi weemail kuburitswa kwangu, ini ndaive neruzivo rwakakwana uye hunyanzvi zvekuti ini neshamwari takangovaka yedu email injini. Zvinotora madhora mashoma pamwedzi. Ini ndinotenda ichi chikamu chinotevera cheMarTech.

Makodhi asina makodhi uye asina-kodhi mapuratifomu ari kusimuka izvozvi, zvichigonesa vasiri-vagadziri kuti vagadzire uye kuyera yavo mhinduro vasina kunyora tambo imwe yekodhi. Panguva imwecheteyo, mapuratifomu matsva ekushambadzira ari kubuda zuva rega rega aine maficha uye kugona kunopfuura mapuratifomu anodhura makumi ezviuru zvemadhora kuti aite. Ini ndafuridzirwa neecommerce yekurera masisitimu senge Klaviyo, Moosend, uye Omnisend, Semuyenzaniso. Ini ndakakwanisa kubatanidza uye kuvaka kunze kwakaomarara nzendo idzo dzakadzinga mbiri-manhamba kukura kune vatengi vangu mukati mezuva. Dai ndakashanda nehurongwa hwebhizinesi, izvo zvingadai zvakatora mwedzi.

Kuchengeta vatengi kuri kuve kunonetsa, asi chiitiko chevatengi mhinduro senge Jebbit irikupa ruzivo rwakanaka, rwekuzvishandira kune vatengi kuti vafambe nenzira yavo uye vazvifambise ivo pachavo vatendeuke… vese nekiki rekutanga-iro rinogona kuchengetwa nekutevera. Hondo yechitatu-bato makuki anofanirwa kuisa penti mu Facebook pixel (ndozvandinotenda chikonzero chaicho chikonzero nei Google ichirasa iyo) saka Facebook haizokwanise kuteedzera wese munhu paari nepaFacebook. Izvi zvinogona kudzora kubatika kweFacebook… uye kunogona kuwedzera mugove wemusika weGoogle.

Artificial intelligence uye epamusoro-magumo analytics mapuratifomu ari kubatsira kupa kwakawanda nzwisiso pane omni-chiteshi kushambadzira kuedza uye kukanganisa kwavo parwendo rwekutenga rwose. Idzo inhau dzakanaka kumakambani achiri kukwenya misoro yavo kwavanoshandisa zvakanyanya kuedza kuwana vatengi vatsva.

Ini handisi wekumberi, asi ndine chivimbo chekuti masystem edu anowana uye nekushandisa kwakawanda kwatinogona kushandisa kumabasa edu anodzokororwa, kuti nyanzvi dzekushambadzira dzinogona kushandisa nguva yavanokosheswa - mukugadzira zviitiko zvekugadzira uye zvekuvandudza iyo inotyaira kubatikana uye inopa kukosha kune vanotarisira uye vatengi. Ndinovimba kuti zvinondipa zvinotevera kugona.

  • Kupiwa - Iko kugona kwekunzwisisa kuti kwese kushambadzira nekutengesa mari yandinogadzira iri kukanganisa kuchengetedza kwevatengi, kukosha kwevatengi, uye kutora.
  • Yechokwadi-Nguva Dhata - Iko kugona kwekucherechedza chiitiko mune chaicho-nguva pane kumirira kwemaawa kana mazuva kuti aunganidze akakodzera mareport kuti aone uye nekuvandudza vatengi vangu 'kushambadzira kwekushambadzira.
  • 360-Degree Kutarisa - Iko kugona kuona kwese kudyidzana netarisiro kana mutengi kuti avashumire zviri nani, kutaurirana navo, kuvanzwisisa, uye nekupa kukosha kwavari.
  • Omni-Chiteshi - Iko kugona kutaura kumutengi mune yepakati kana chiteshi chavanoda kuti vataurirane nacho kubva kuhurongwa hwandinogona kushanda zviri nyore mukati.
  • ruzivo - Kugona kufambira mberi kwesarudzo yangu yemunhu mushambadzi uye kuva nehurongwa hunokamuranisa, hunosarudzika, uye hunoburitsa meseji chaiyo panguva yakakodzera kuenda kunzvimbo kwayo mutengi wangu.

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Ndingafarire kunzwa pfungwa dzako nemhinduro paMartech: Kare, Parizvino, uye Ramangwana. Ndakairovera here kana kuti ndaive kure? Zvichienderana nesaizi yebhizinesi rako, hunyanzvi, uye zviwanikwa zviripo, ndine chokwadi chekuti maonero ako anogona kunge akatosiyana neangu. Ndiri kuzoshanda pachinyorwa chino mwedzi wega wega kana zvakadaro kuti zvirambe zviripo… Ndinovimba zvinobatsira kutsanangura iyi indasitiri inoshamisa!

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