Nei Martech iri Strategic Imperative yeBhizinesi Kukura

Kukura Kwebhizinesi

Kushambadzira tekinoroji anga achikwira pamusoro pemakore gumi apfuura, ndoda makore. Kana usati wambundira Martech, uye uchishanda mukushambadzira (kana kutengesa, izvozvi, saka zvirinani kuti upinde mubhodhi usati wasara kumashure! Nyowani yekushambadzira tekinoroji yakapa mabhizinesi mikana yekuvaka zvine mutsigo uye zvichiyerwa mishandirapamwe yekushambadzira, kuongorora data rekushambadzira mune chaiyo-nguva, uye kugadzirisa kushambadzira kwavo kutyaira shanduko, kugadzirwa uye ROI kumusoro, vachidzikisa mutengo, nguva uye kusakwanisa. Ndozvatiri kuzotaura zvakanyanya nezvazvo muchinyorwa chino - mashandisiro tekinoroji anobatsira mabrands kukura, nepo achigadzira inoonekwa kukosha bhizinesi.

Agile Kushambadzira zvinoreva zvirinani ROI

Mazhinji madhipatimendi ekutengesa anongwarira kushandisa mari yavo kushambadza nekuti ivo havafunge kuti vanogona kutaura chaizvo ndiani achazoona kushambadza. Izvi zvingave zvechokwadi munyika yekare yekushambadzira, asi, munyika yanhasi, ruzivo rwese urwu rwuri pamunwe wedhipatimendi rekushambadzira.

Nekambani yekushambadzira, mushambadzi, bhizimusi hombe kana muridzi wekambani anokwanisa kutarisisa chaizvo mushandirapamwe wekushambadza uye kutarisa kuti ndiani arikuona kushambadza uku, uye nemhando ipi yemhedzisiro yazviri kuita uye icharamba iinayo. Izvi zvinhu zvinogona kubviswa zvakanyanya kudikanwa kuti vatengi vazhinji vauye nepamusuwo.

Mune mamwe mazwi, Martech inogonesa kuvandudza kunopfuurira kutyaira yakanangwa traffic, kuburitsa yakawanda inotungamira, uye nekuzivisa ROI kudzokera mubhizinesi nenzira yakajeka. Dan Purvis, Director pa Comms akabatana

Makambani ane mikana yakawanda yekukwenenzvera nekuvandudza maratidziro avo nenzira kwayo nekuita kuti kufungidzira kuve nyore. ROI ndizvo zvinoitwa nekushambadzira kwese kuita. Iwe unoda kubuda zvakanyanya kupfuura iwe zvawakaisa mukati, uye uine yakawanda data kuti uongorore uye ushandise kuratidza masimba uye kusasimba, mazano ako anogona kuve akajeka uye anogona kuitika kupfuura nakare kose.

Kushambadzira kwapinda munguva huru yeshanduko yakanaka, uye kuri kuburikidza nekuvandudzwa kwemichina mitsva nemaitiro zvave zvichikwanisika.

Martech inoisa Mutengi wako Kutanga

Kushambadzira kwagara kuvimba nedata revatengi uye nzwisiso. Asi, sezvo dhata rakawanda rave kuwanikwa, maitiro uye nzira dzekushandisa uye kuongorora iyi data zvanyanya kuve zvakaomarara.

Iyo indasitiri yakawana pivot chaiyo kubva pakuve yakawandisa data uye kusanyatsonzwisisa zvazvinoreva kana kuti zvingavabatsira sei, kuve nekukwanisa kuzviteedzera zvese munguva chaiyo-uye kuunganidza zvakakosha uye zvinoitika kubva mairi.

Saka nekudaro, iro basa remushambadzi (uye chero dhipatimendi rekushambadzira) rakashanduka kupfuura kugona. Yakave yakakosha yakakosha mukukura kwebhizinesi nekuwedzera imwe sainzi uye kuomarara mushandirapamwe kuongorora. Iko hakuna kwekuhwanda, asi kwese kukura.

Kuwedzera Kwekushambadzira Kushanda

Kushambadzira mashandiro saka abuda semunda unonakidza wanga uchiunganidza simba nekuda kwekukanganisa kwazvinoita pane bhizinesi 'kugona kutyaira inoonekwa uye kuyerwa ROI. Iyo yakarongeka yakaronga yako zano uye maitiro, zvese kuburikidza nehunyanzvi uye zvinoenderana nemabhizinesi zviitiko kunze kwedhipatimendi rekushambadzira. Anoshanda ekushambadzira mashandiro kiyi yekubatanidza bhizinesi rese uye kuzadzisa zvinangwa zvako zvepamoyo.

Kupatsanurwa kwedhipatimendi-dhipatimendi kunowanzo taurwa nezvazvo, asi epasi-dhipatimendi silos inowanzo kufuratirwa Semuenzaniso, mukati medhipatimendi rako rekushambadzira, panogona kuve nekumwe kupatsanuka uye kusawirirana. Mabasa akasiyana ekushambadzira anogona kushanda ari ega pasina hukama hwakawanda kune zano; data rinogona kubatwa zvisirizvo, kuiswa zvisirizvo nekuda kwekukanganisa kwevanhu, kana kuchengetwa mumafomati akasiyana uye munzvimbo dzakasiyana. Kushaikwa kwe kutaurirana zvakare inoita basa rakakosha mukuchengetedza iro rinofanirwa kuve rakabatana rakabatana dhipatimendi rakaparadzana.

Nhasi, kushambadzira kunopihwa simba nehunyanzvi. Kunyangwe iwe usinga zive bhizinesi rako senge tekinoroji inotyairwa, iwe unogona kuve nechokwadi kuti ine yekushambadzira tech stack mune chiito. Kunyangwe zviri izvo zvakakosha uye zvinozivikanwa zvekushandisa senge Google Analytics,Hootsuite kana Mailchimp, kana zvimwe nyanzvi software yeiyo niche yako.

Tekinoroji inogona kubatsira mukuona kuti maitiro akapatsanurwa aunzwa pamwechete. Zvinangwa mukati medhipatimendi rako rekushambadzira zvinogona kusiyana asi izvozvi zvinogona kuve zvepakati, zvakagadziriswa uye zvakabatana. Anopfuura makambani zviuru zvina ave ne mari yekushambadzira tekinoroji, uye indasitiri iri kukura, iyo mabhizinesi ese anogona kubatsirwa nayo.

Nyanzvi zhinji dzekutengesa dzinozviona se "vagadziri". Uye nechikonzero chakanaka, zvakare, sezvo chiri chinhu chakakosha chebasa ravo uye icho chakasimudzira kushambadzira kupfuura chaicho "chakanaka kuva nacho", kuve nekuratidzwa kune bhizinesi. Asi, kunyangwe izvi, haina kukwanisa kugara ichionekwa seyakakosha nzira neBhodi neC-Suite.

Nekudaro, sezvo smart matekinoroji neBig Data zvichiri kuumba maumbirwo enzira dzekushambadzira, inguva yekubvuma kushambadzira sainzi. Inotungamirwa nehunyanzvi, zvakadaro ichiri kusanganisira iyo yekugadzira njere yechikwata chako, kushambadzira kwave hunyanzvi hwesainzi hunogona kuyerwa, kuteedzerwa nekutariswa padhuze, kuve nechokwadi chakanakisa mhedzisiro.

80% yemakambani ikozvino mune mukuru wekutengesa tekinoroji kana zvakaenzana zvinoenderana ne2015-16 Gartner CMO Spend Survey. Izvi zvinowedzera kutsigira pfungwa yekuti tekinoroji yekushambadzira iri kugara uye kuti inopfuura kuve yekutsigira yekuwedzera kune yekusanganisa musanganiswa. Sezvo ichigonesa kutyaira kwekutengesa, kuvandudzwa kwekushanda, uye kugadzirwa kweanowoneka bhizinesi ROI, kushambadzira ikozvino kwave kugona kuiswa sekuva nechirongwa chakakosha icho chinobatsira zvakananga kukurumidza kukura kwechero bhizinesi.

Iine mishandirapamwe yakanangidzirwa padanho, kutungamira chizvarwa uye kutengesa kunofanirwa kukwidziridzwa kuendesa yakakwira ROI. Izvi zvinofanirwa, nokudaro, kukutendera iwe kusangana nechero tarisiro yemusika wako wekutarisa, sezvo uine data rekuona kuti iwe uzive zvavari kutsvaga.

Martech haisi itsva…

Martech haisi pfungwa nyowani, zvakadaro, uye kana ikabatanidzwa nemabasa ekushambadzira inogona kugadzirisa rwendo rwevatengi uye nekukurumidza bhizimusi rako kukura kubva pakuziva mhando kuburikidza nekutungamira gen nekutengesa. Iwe unogona kuve nechokwadi chekuti vanokwikwidza mune yako niche vari kuvaka yavo yekushambadzira masiteki, kana isati yatove kuishandisa, saka iwe unofanirwa kunge uchiita zvakafanana.

Kusarudza kufuratira mabhenefiti anogona kuunzwa neetekinoroji kune rako bhizinesi kuri kushinga kusarudza kuzviisa panjodzi kune vakwikwidzi vako. Ikozvino kutengesa uye kushambadzira nzvimbo kwachinja mune yakasarudzika nzira yakanaka nekuda kwetekinoroji; bhizinesi rako rinoda kuve nechokwadi kuti rinochinjawo.

Kana iwe uchida kuona kuti Martech ingabatsira sei kukura bhizinesi rako, saka ndokumbira utarise Comms akabatana'masevhisi - isu hatidi-kusungirwa kutaurirana!

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