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Iyo Art & Sayenzi yeKuvandudza Rwendo rweMutengi muna 2023

Kuvandudza rwendo rwevatengi kunoda kutariswa nguva dzose sezvo makambani anogadzirisa marongero awo kukurumidza kushandura maitiro evatengi, maitiro ekutenga, uye mamiriro ehupfumi. Vazhinji vatengesi vanofanirwa kugadzirisa maitiro avo nekukurumidza…

Kusvika zvikamu makumi matanhatu kubva muzana zvezvingangotengeswa zvinorasika kana vatengi vakaratidza kuda kutenga asi pakupedzisira votadza kuita. Maererano nekuongorora kweanopfuura 60 miriyoni akarekodha ekutengesa hurukuro.

Harvard Business Review

Kunyanya munharaunda yanhasi yedhijitari-centric yekutenga, makambani anofanirwa kugona hunyanzvi nesainzi yekuvandudza rwendo rwevatengi kana njodzi yekurasikirwa nekutengesa, kutsausa vatengi, uye kudzikira kwemhando. 

Kune mabhizinesi ari kutsvaga kujairana neazvino maitiro, heano maitiro mashanu akanakisa ekusimudzira rudzi rwemutengi rwendo orchestration muna 2023. 

1. Kudziridza Customer Journey Optimization (CJO)

Zvigadzirwa zvinofanirwa kufunga zvekare rwendo rwavo rwevatengi uye nzira dzekuronga kuti vazvitsaure muna 2023 zvichienda mberi. Mafungiro ekare anoda kukandwa kunze uye kutsiviwa neanoteerera, analytics-inotungamirirwa inotevera-best-action protocol model. 

Mutsva CJO modhi, iyo analytics uye orchestration layer yakatarisana nevatengi uye tarisiro inofanirwa kukwidziridza yepamberi chaiyo-nguva analytics uye mafambiro anofambira mberi kunongedza mutengi kune anotevera maitiro anotyaira kuvimbika, kuwedzera kutengesa, uye kusimudzira kusimudzira. 

Brands inogona kuwedzera AI kugadzira chiitiko chipenyu, chine simba chinonzwa uye chinopindura kubatanidzwa kwevatengi kugadzira uye kuparadzira nyowani, chaiyo-nguva yekudyidzana. 

2. Vimba neReal-Time Interaction Management (RTIM)

Brands anogona kutendeukira kune RTIM kuendesa mhinduro yepamusoro uye mitengo yekutendeuka.

Vazhinji vemazuva ano vedhijitari-yekutanga vatengi, kusanganisira Gen Z, vadiki mamireniyumu, uye kunyangwe tech-savvy boomers, kutarisira kuwana kukosha kwepamusoro-soro pavanoisa mari mukudyidzana kwechiteshi. Zvisinei…

44 muzana yevatengi veGen Z uye 43 muzana yemireniyumu vakashandisa simba rakawanda kupfuura raitarisirwa kupedzisa kudyidzana.

Verint

Mugore rinotevera, nguva ndiyo mari itsva. Kuvimba nechirongwa cheRTIM chinofambiswa nea advanced analytics uye AI-enhanced protocols ndiyo nzira yakanakisa yekuona kuti kukosha kwekutsinhana kunopedzwa nenzira inosimudzira hukama hwepfungwa kune brand uye inotaridza marwadzo angangogona kukwidziridza rwendo rwekutenga uye rinobata zvinotarisirwa nevatengi. 

3. Gamuchira Hyper-Personalization 

Nenguva iri iyo mari itsva, kiyi yekugadzira vanovimbika mumhando nyowani yedhijitari ndeye hyper-kugadzirisa kudyidzana kwese. Kunyanya, zvakapfuura zvemukati zvakapihwa mutengi kana tarisiro inofanirwa kuvakirwa pakuchinjana kunotevera. 

Mune mamwe mazwi, chiito chega chega chinotevera chinofanirwa kuve nekukosha kwakawanda kubva pakuona kwemutengi.

At Verticurl, isu tiri kupayona AI-inofambiswa zvemukati zvakagadzirwa munguva-chaiyo zvichienderana nemhando yekudyidzana kwevatengi, kunzwisisa kuti hyper-personalization yakakosha pakubatana nevatengi. 

Zvichakadaro, mhando dzakawanda dzinoramba dzichivimba ne static Content Management Systems (CMS), kusundira mberi zvirimo, izvo munyika yanhasi inokurumidza, yedhijitari-yekutanga, inogona kunge yatove yechinyakare uye isingakodzeri kune vateereri vanotarisira kudzoka kwekukosha kwepamusoro pakudyara kwavo nguva. 

Zvichitaurwa zviri nyore, kuti ubudirire mugore rinotevera, mabhureki acharamba achiunza zvakapfuma, zvakanyanya kunangwa zvemukati.

4. Harness Segmentation iyo inoramba ichishandura 

Iwo mabhureki anokunda muzera redhijitari anotsvaga kushandura kusazivikanwa kubata kunogadzirwa nekushambadzira kuita tarisiro inozivikanwa uye vatengi. Ichi ndicho chinonyanya kukosha icho makambani anofanira kuwana nekukurumidza sezvinobvira uye mukudyidzana kwese kwevatengi.

Izvi zvinoitwa nedigital nekuita muiyo

kukosha kwekutsinhana modhi nevatengi uye tarisiro. 

Iyi modhi inotsvaga kupa kukosha kwakajeka kune vasingazivikanwe vatengi uye tarisiro yekuzvizivisa nekupa mubairo, muripo, kana kuvakurudzira neanobatika uye manzwiro ehunhu. 

5. Unganidza Mutengi 360-Degree "Golden Record" 

Iyo yekutanga dhata zvivakwa inogonesa iyo yakanakisa maitiro anogara mukugadzira mutengi 360-degree Goridhe Record. 

Uku kufambira mberi kwekuyedza kuyedza kunotarisa pakutsinhana kukosha kunofanirwa kuunganidza ruzivo rwekupedzisa iyo 80/20 inotungamira musimboti, unovimba neinofambira mberi profiling kupa imwechete mutengi maonero pane ese ma touchpoints. 

Kunyanya, tarisa pakukurudzira vatengi kuti vape iyo 20 muzana ye data inopa 80 muzana yekukosha. Izvi zvinogona kusanganisira nguva, kurudziro yechigadzirwa, kana kurudziro yemari senge couponing uye discounts. 

Nyaya Yekudzidza Mukuvhara 

Zvinonyanya kukosha, iyo yakakwira dhigirii yekubatanidza pane izvi zvishanu zvinogoneka, iyo inokwirisa kukosha kweumwe neumwe unotevera kusangana kwevatengi.

Semuyenzaniso, funga nezvechipfuwo chepasi rose chekudya chinovavarira kutarisa nezvechipfuwo pachinzvimbo chemubereki wechipfuwo. Chiratidzo chinoshandisa masimba ari pamusoro kuti arambe achivaka chimiro chinofambira mberi chechipfuyo, kuunganidza data rakakodzera kuzivisa rwendo rwevatengi. 

Kune uyu mutengi, Verticurl inoshandisa chaiyo-nguva, inoenderera yemukati manejimendi zviratidziro kune vatengi uye tarisiro iyo yakawedzera zvakanyanya mareti ekukurukurirana pane akawanda. KPI's

Nekushambadzira mafomula echikafu chezvipfuyo vachishandisa ruzivo rwepedyo rwechipfuwo, vanogadzira hukama hwepamoyo nemuridzi wemhuka iyo inotyaira kuvimbika kwemhando kusvika kumatanho asingagone kufambiswa nema brand asiri kuita mutengi-akasarudzika mutengi / hukama hwepedyo.

Maitiro aya anosangana nevatengi pavanenge vari, kuvabata neakanyanya munhu, akakodzera zvemukati izvo zvinoramba zvichivandudza rwendo rwevatengi, pakupedzisira kushandura tarisiro yekuunza mhedzisiro inogara. 

Dennis DeGregor

Dennis DeGregor anoshanda seMutevedzeri weMutungamiri, Global Experience Data Practice, kuVerticurl, a WPP kambani uye chikamu cheOgilvy Group. Dennis ane yakawedzera mutengi-parutivi rekodhi rekodhi neFortune 500 mhando mune bhizinesi CX shanduko, data zano, analytics, uye leveraging tekinoroji yemakwikwi ebhizinesi mukana. Dennis anozivikanwa nekuvaka zvikwata zvepamusoro-soro zvinomhanyisa vatengi 'kuguma-kusvika-kumagumo Zvakaitika Shanduko zvirongwa kuburikidza nehunyanzvi mune data zano. Akanyora mabhuku maviri pamusoro peiyo bhizinesi data, Strategic AI, uye kusimudzira iyo Internet yepasirese yemakwikwi mukana kuburikidza nedata-inofambiswa neCX shanduko: HAILOs: Kukwikwidza paAI muPost-Google Era uye Iyo Mutengi-Inojeka Bhizinesi.

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