Izvo zvinoshanda uye zvisingaite muInternet kushambadzira + makiyi mabhenji

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KushambadziraSherpa's 2008 Kushambadzira Pamhepo uye Benchmark Gwaro + maBhenji akazvarwa kunze kwekutenda kuti kushambadzira pamhepo parizvino hakunzwisiswe, uye semhedzisiro, iko kushandiswa. Izvi hazvireve kuti vashambadzi varipo vanofanirwa kungowedzera mari pamhepo. Asi, isu tinofunga vashambadziri vanogona kuwana muyero pakati pehupfumi, kunongedza kwakaringana uye kusasanganisa-kushambadzira, kushambadzira kwakanyanya kuchawana zvirinani zvirinani ROI ivo pachavo uye yakawanda yakanaka online ruzivo kune vatengi. Zvakawanda zvinofamba zvidimbu zvinokwana mumushandirapamwe wepamhepo, saka iri harisi basa riri nyore.

Yekutanga chipingamupinyi block, iyo inofanirwa kukundwa, ndeyekuti yechinyakare-chikoro midhiya masvomhu inoenderana nekukanganisa kwetsika, mitsara, analog midhiya, uye hairatidze iwo chaiwo easina-mitsara, midhiya midhiya. Nechikonzero ichi, dijitari midhiya masvomhu inoda kuwana yakaomesesa, uye inogamuchirwa pakati pevashandi vezvenhau. Imwe yedzimwe nzira dziri pachena dzekuwedzera kugona kune zvigadzirwa zvemadhijitari zvinotenga kutarisa zvakanyanya kuwanda. Chinyakare nhepfenyuro haitenderi kuwanda kwekudzorwa pane yega nhanho, asi dijitari inodaro. Kusvikira izvozvi, takawana dhata kubva kuInsightExpress inoratidza kuti kuwanda kunokanganisa sei kushambadzira, takatarisa huwandu hwehuwandu hwekushandurwa ne frequency yekuburitswa kubva kuD Doubleclick, ndokuzotsanangura nzira yekushandisa mutemo wekutapa kazhinji unonzwisisika kune yega nzira yekushambadzira.

Kumwe kumisikidza kwekuronga midhiya kuronga uye masvomhu kushomeka kwekutarisa kwehunhu padanho remumwe mutengi. Nemaitiro echinyakare ekutenga, imwe nhanho ye "marara" inoenderana uye inonetsa kurondedzera. Vashambadziri veDhijitari vanogona uye vanofanirwa kunge vari kuumbiridza mametric emhando yepamusoro kana vachironga midhiya. Izvi zvinogona kutora mafomu mazhinji, kubva kumberi kwehunhu hunongedzo kusvika pakupa kukosha nemitengo yekutendeuka. Isu tinoratidzira nzira dzekupa mhando kune dzinoiswa kuburikidza neyeetracking, uye kushanda kwemidhiya kuburikidza nemuchinjikwa-midhiya kugona zvidzidzo. Iyo poindi ndeyekuti kuverenga kunoshanda kusvika pane kungosvika chete kunofanirwa kuve kwakajairika pamapuratifomu edhijitari.

Isu hatifunge kuti pane yemashiripiti bara yekugadzira iyo yakanaka kushambadzira, uye chaizvo kukurudzira vanhu kuti vagadzire uye vaedze zvinhu zvitsva. Zvinoenderana nekutsvaga kwedu, ndivo vashambadzi vanoedza zvinhu zvitsva uye vanogara vachizviedza izvo zvinogara zvichiita mushe. Isu tinokurudzira zvakanyanya kutsvagisa uye kuyedza uye kuratidza humbowo kubva kuongororo yedu kuti tsvagurudzo yemhando yepamusoro, iyo inokanganisa zvimiro zvinoenda mukugadzirwa kweshambadziro, inogona kunyatso kuve inoshanda kubva pakuona kwe ROI pane kuvandudza kuteedzera kana kuongorora kweA / B.

Contextual uye hunhu hunongedzo kuvandudza Pamhepo Kushambadzira

Chekupedzisira, Analytics inoda kuve zvirinani pakusanganisa modeled metrics yekubudirira. Nekugadzira ekumaka mabhodhi emadhodhi ayo anosanganisira ese maviri mametric metric akafungidzirwa kubva kuongororo sampuro dhata ine yakacherechedzwa, yakateedzerwa metric senge zvinowoneka uye kudzvanya, zvinokwanisika kuti vashambadzi vawane mufananidzo uzere weizvo chaizvo zviri kuitika nemushandirapamwe wepamhepo. Kune yakawandisa data uye isina kukwana kunzwisisa kunze uko.

Isu hatina mhinduro dzese, asi isu tine dzakawanda dzadzo, uye kwatisina, tinotarisira kupa hurukuro, mazano matsva, uye kuyedza. Kusunda kushambadzira pamhepo kubva kwazviri kusvika kwazvinogona kuve kunononoka, asi ndiyo imwe yatinotarisira kutora chikamu.

3 Comments

  1. 1

    hazvisi kuzoitika. hapana kushambadzira mumasocial media kupfuura mabhana emabhana. Zvimwe zvese iSIPAM. Kubhejera kwakanyanya kugadzirwa kwechigadzirwa iwetubes

  2. 2

    Ndiri parizvino kumusangano weAd Tech muParis uye dingindira rinodzokororwa pano zvinhu zvitatu:

    1.Targeted kusvika - kunyangwe zvirimo uye mhando zvakakosha zvakanyanya, kuziva tsika dzevaverengi vako zvakatonyanya kukosha. Nzvimbo dzekudyidzana pasocial network ndiyo sarudzo iri pachena nekuti vanongochengeta ruzivo rwevashandisi vavo. Nekudaro, sezvo nguva ichifamba uye nemasaiti akanaka emukati achivakira kuverenga kwavo kune vanonyoresa kunyangwe zvirimo zviri zvemahara kana zveprimiyamu, aya masaiti anozove nzvimbo yakanaka yekuisa kushambadzira kwepamhepo. Kugadzirwa kweForbes 400 blogger network chiratidzo cheizvi.
    2.Internet Ad Spend - Michael Kleindl weWunderloop akataura kuti mukati megore kubva muzana muzana yezvose zvinoshandiswa kushambadzira, ingave TV, redhiyo, mapepanhau nezvimwe, 10% ichave iri online. Iye pachezvake akafunga kuti kunyangwe 10% yaive yakadzika kwazvo uye ine pfungwa yekuti UK ichave padhuze ne50% mukati megore.
    3. Sezvo digital TV iri kukura, online kushambadzira TV kuri kukura zvakare. Chimwe chinhu chikuru ndiko kuwedzera kweInternet kumhanya. Mamwe makambani (ini ndichafanirwa kutarisa zvinyorwa zvangu) ari kuvimbisa 100mb kumhanyisa kumhanyisa mudzimba dzevanhu mukati megore. Pane chero munhu anoona tambo kana yepasirese based TV zvekare kana izvi zvaitika? Unenge uri mukwikwi muhombe.

    Sekutaura kwakaita Doug, zvichave zvekuzivisa uye analytics. Ichi ndicho chikonzero nei kushambadzira netiweki kuri kuisa mari yakawanda kwazvo muvatengi vane hushamwari, yekuzivisa tekinoroji.

    Ini pachangu, ndinotenda kuti pakave nenhamba dzinoverengeka dzenhema dzeInternet. Ini ndinotenda isu tiri kuzviona parizvino nharembozha. Nekudaro, kunyangwe iko kushaikwa kwechiono kwekushambadza kwakanaka kwekufambisa, iyo Internet ikozvino ine chizere chizere chevanhu vakave nenguva yekudzidza kubva pane zvakapfuura zvikanganiso uye pakupedzisira vozviwana nenzira kwayo.

    • 3

      Michael,

      Iwe unogona kutenda Tim kubva Kushambadzira Sherpa nekuda kweichi chikuru posvo - ini ndakavakoka kuzoita muyenzi positi uye ivo vakaisa yakanakisa musoro wenyaya! Mhinduro yako yakatanhamara.

      Doug

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