Balloons, Bubble Gum, uye Martech: Ndeipi Isiri Yayo?

2017 kutungamira

Kusiyana nemabhaloni uye gumamu, Martech haazoputi kana yawedzerwa kune inoita senge yekutyora. Panzvimbo iyoyo, iyo indasitiri yeMartech ichaenderera ichichinja uye kutambanudza uye kugadzirisa kuchinjika uye nekuvandudza-sezvazvakaitwa mumakore akati wandei apfuura.

Zvinogona kutaridzika kuti kukura kuri kuita indasitiri hakugone. Vazhinji vakabvunza kana iyo indasitiri yemartech-yakashatiswa ne mhinduro dzinopfuura 3,800 XNUMX -Ava nekurova kwaro kwekupedzisira. Mhinduro yedu yakapusa: Kwete, haina. Innovation haisi kuzononoka chero nguva munguva pfupi. Iyi inogara ichiwedzera ecosystem ndicho chokwadi chitsva uye vashambadziri vanofanirwa kudzidza maitiro kuburikidza nazvo.

Mamiriro acho ezvinhu

Huwandu hwemartech solution hwakawedzera zvakapetwa kana katatu pagore kubva chiefmartec.com yakatanga kuteedzera iyo indasitiri yekushambadzira mu2011, kune yayo saizi yazvino ye3,874 XNUMX. Kufarira martech kwakabharidzira futi. Zvinoenderana ne Walker Sands Nyika Yekushambadzira Technology 2017 chirevo, makumi manomwe kubva muzana evashambadzi mazana matatu vakaongororwa vanotarisira kuti makambani avo 'ekushambadzira tekinoroji mabhajeti awedzere muna 70; vaviri chete muzana vanotarisira kuti ichaderera. Chimwe chikonzero vatengesi vanosimudzira pamartech: mhedzisiro. Zvikamu makumi matanhatu nezvipfumbamwe kubva muzana zvevashambadziri zvakaongororwa neve Walker Sands vanoti michina yekushambadzira yekambani yavo zvinovabatsira kuita mabasa avo zvirinani. Izvi zviri kukwira kubva pa300 muzana gore rapfuura.

Martech inoshanda, uye vatengesi vazhinji vatove neakawandisa martech stack. Nekudaro, kuwedzera maturusi kunoreva kutsvaga tekinoroji chaiyo yekutsigira yavo chaiyo yekutengesa nzira uye zvinangwa. Zvinodiwa nevatengesi zvakasarudzika, ndosaka inenge hafu yevatengesi yakatsvaga 48% vakavaka matura avo na mhinduro dzakanakisisa, nepo chete 21 muzana vanoshandisa imwechete mutengesi suite. Muchokwadi, 83% yevatengesi vanoshandisa zvakabatanidzwa zvakanakisa-zve-zvemhando mhinduro mhinduro yekambani yavo kugona "kuwedzera simba rizere remidziyo yavo se chakanakisisa or kugona, ”Maererano neWalker Sands kudzidza.

Kunyangwe zvakadaro, vatengesi vazhinji vanonzwa kuti iyo indasitiri iri kufamba nekukurumidza kupfuura zvavanogona kufambirana navo.

The Solution

Iyo martech bubble haisi kuzoputika. Iri kuenda ku morph uye kuwedzera-iine bhenefiti inogara ichikura yevatambi vecheki-uye, semhedzisiro, ramba uchitsigira izvo zvakasiyana zvevatengesi. Asi kusefa kuburikidza nesarudzo dzese dzinowanikwa kuti uwane mhinduro dzakakodzera kunoda kuti vashambadziri vave nehurongwa hwakazara hwevatengi hwekuita, pamwe nenzira inoshanda yekuruka pamwechete maturusi akanaka ekutsigira zano iri.

Vatengi vemazuva ano chiteshi agnostic, saka chero nzira yevatengi yekuita basa inoda kuyambuka-inoshanda kuti ibudirire pamusoro penguva refu. Sangano rekubatana rinoyambuka miganho yemukati rinoda muridzi ane hunyanzvi uye kushingairira kunhonga rutsigiro rwevakuru nekutungamira sangano kuburikidza neshanduko - kusanganisira kuparara kwemasilosi.

Imwe nzira yekubvisa silos, pamwe nekubatanidza maturusi mateki, ndeyekutora nzira yakavhurika-gadheni. Panzvimbo pekungobatanidza maturati emateki padanho rekushandisa, funga kuzvisanganisa padanho re data. Izvi zvinobvumidza vatungamiriri vekutengesa kuti vafunge zviri nyore kupfuura kushambadza uye funga maitiro ekutsigira mabasa akadai sekutengesa uye sevhisi pane rese bhizinesi. Iyo zvakare inoita kuti vashambadziri vakwanise ad ad tech uye martech kunyatso kutora mukana kune ese aripo mutengi ekubata nzvimbo dzekubata.

Vatengi Dhata Mapuratifomu (CDPs) chiite sa hub iyo inogonesa masangano kubatanidza data uye zvinoshandiswa mubindu rakavhurika. Izvi zvinoita kuti vatengesi vatore matanho uye vagadzirise pese pese pavanobata nevatengi. CDPs democratize kuwana kune data, analytics, chiteshi, uye vatengi kune ese bhizinesi. Maitiro aya anopa mukana wekuwana dhata kwese kwaanogara, kubva kune akasiyana masisitimu uye masosi mune bhizinesi. Vashambadziri vanogona zvakare kutora mukana wehunyanzvi hwehunyanzvi hwakaita sekukwirisa kurova uye kudzidza kwemuchina. CDPs zvakarerutsa kuwana kune chero chiteshi kuburikidza neakavhurika ecosystem. Kubatanidza kune chero dhijitari kana yechinyakare chiteshi-kusanganisira DMPs, DSPs, ESPs -inogona kuiswa mubindu rakavhurika.

Zvakaguma nei? Kushandisa yakavhurika-gadheni nzira yekugadzirisa inokura martech mhinduro inobvumira vashambadziri kukwidziridza vatengi kuita mune rese bhizinesi. Ndokunge, kugadzira muchinjikwa-unoshanda zano rinosvika pamusoro pekutengesa, kutengesa, uye sevhisi, uye inobata vatengi, vashandi, mashandiro, uye zvigadzirwa.

Bhora Pasina Pop

Iyo martech bubble haina kuputika. Uye haisi kuenda kune chero nguva munguva pfupi. Nehuwandu huri kukura hwevatengesi munzvimbo, pamwe nekuenderera mberi kwekuvandudza nekusimbisa, vashambadziri vanogona kuwana chete mhinduro dzakakodzera kuti vagadzirise zvavanoda zvakasiyana, zvavanoda, uye zvishuwo.

Iko hakuna nzvimbo yeiyo imwe-saizi-inokodzera-ese nzira yekushambadzira nhasi, zvinoreva kuti hapana nzvimbo yeiyo imwe-saizi-inokodzera-ese nzira kune yekushambadzira tekinoroji. Vatengesi vanotarisa kutora nzira yekuyambuka-inoshanda kune vatengi kubatanidzwa inoda kushanda nevatengesi vetekinoroji vane nzira yekudyidzana senge inogonesa yakavhurika-gadheni nzira yekubatanidza. Ndiwo maratidziro anoita ROI achawedzera ipapo pamwe nekukura kwemartech stack.

Unofungei?

Nzvimbo iyi inoshandisa Akismet kuderedza spam. Dzidza kuti sei deta yako inoshandiswa.