Balloons, Bubble Gum, da Martech: Wanne Ba Ya Ba?

2017 shugabanci

Ba kamar ballo da kumfa ba, Martech ba zai fashe ba yayin da aka miƙa shi ga abin da ya zama alama. Madadin haka, masana'antar Martech za ta ci gaba da juyawa da kuma mikewa da daidaitawa don sauyawa da kirkire-kirkire-kamar yadda aka saba a shekarun baya.

Yana iya zama alama cewa haɓakar masana'antar yanzu ba za a iya dorewa ba. Da yawa sun yi tambaya ko masana'antar shahadar-ta sha wahala fiye da 3,800 mafita —Ya buga maɓallin tipping nasa. Amsarmu mai sauƙi: A'a, ba haka bane. Kirkirar kirkire-kirkire ba zai yi jinkiri ba nan kusa. Wannan tsarin halittar da yake ta fadada shine sabuwar gaskiya kuma yan kasuwa dole ne su koyi yadda ake sarrafa su ta hanyarsa.

Halin da ake ciki

Adadin hanyoyin shahadar ya ninka ko ninka sau uku a kowace shekara tun lokacin da chiefmartec.com ya fara bin diddigin masana'antar tallan a cikin 2011, zuwa girman yanzu 3,874. Sha'awar shahada shima ya warware. A cewar Walker Sands Jihar Fasaha ta Fasaha 2017 Rahoton, kashi 70 cikin 300 na 'yan kasuwa 2017 da aka tambaya sun yi tsammanin kasafin kudin fasahar kamfanonin su ya karu a shekarar 58; kashi biyu ne kawai ke tsammanin zai ragu. Aya daga cikin dalilan da ke sa 'yan kasuwa su kasance masu rauni a kan martaba: sakamako. Kashi sittin da tara na 'yan kasuwar da Walker Sands ya tambaya sun ce fasahar kasuwancin kamfaninsu na yanzu tana taimaka musu su yi aikinsu da kyau. Wannan ya karu daga kashi XNUMX cikin XNUMX a bara.

Martech yana aiki, kuma yawancin yan kasuwa tuni suna da tarin martech. Don haka, ƙara kayan aiki yana nufin nemo fasahar da ta dace don tallafawa takamaiman dabarun tallan su da manufofin su. Bukatun masu kasuwa na musamman ne, wanda shine dalilin da ya sa kusan rabin yan kasuwa da aka tambaya 48% suka gina jakarsu da su mafita mafi kyau, yayin da kashi 21 cikin ɗari kawai ke amfani da ɗaki ɗaya na masu siyarwa. A zahiri, kashi 83% na yan kasuwa masu amfani da ingantattun hanyoyin ingantaccen tsari suna ƙididdigar ikon kamfanin su na “iya amfani da cikakken ƙarfin kayan aikin su kamar m or mai kyau, ”In ji binciken Walker Sands.

Kodayake, yawancin yan kasuwa suna jin cewa masana'antar tana tafiya fiye da yadda zasu iya ci gaba.

The Magani

Bubble na martech ba zai fashe ba. Zai yi faɗuwa da faɗuwa-tare da haɓakar 'yan wasa masu yawa-kuma, sakamakon haka, ci gaba da tallafawa buƙatun musamman na yan kasuwa. Amma rarrabewa cikin dukkan zaɓuɓɓukan da ake da su don nemo madaidaiciyar mafita yana buƙatar yan kasuwa su sami cikakkiyar dabarun haɗin abokin ciniki, da kuma ingantacciyar hanya don sakar kayan aiki masu kyau don tallafawa wannan dabarar.

Abokan ciniki na yau suna ba da labari ne, don haka duk dabarun haɗin abokin ciniki yana buƙatar yin aiki-giciye don ya yi tasiri na dogon lokaci. Wata dabarar shiga tsakani wacce take keta iyakokin cikin gida na bukatar mai shi wanda yake da kwarewa da kuma karfin fada aji don samun goyon bayan zartarwa da kuma jagorantar kungiyar ta hanyar canji - gami da karyewar silos.

Hanya ɗaya don kawar da silos, tare da haɗa kayan aikin rarrabuwa, ita ce ta shan hanyar bude-lambu. Maimakon kawai haɗa kayan aikin martech a layin aikace-aikacen, la'akari da haɗa su a layin bayanan. Wannan yana bawa shugabannin kasuwanci damar yin tunani da sauri fiye da tallan kuma suyi la'akari da yadda zasu tallafawa ayyuka kamar tallace-tallace da sabis a cikin masana'antar. Hakanan yana bawa 'yan kasuwa damar haɗa fasahar zamani da martech don amfani da duk samfuran wuraren abokin ciniki.

Tsarin Bayanan Abokin Ciniki (CDPs) a matsayin cibiya wanda ke bawa ƙungiyoyi damar haɗa bayanai da aikace-aikace a cikin buɗe lambun. Wannan yana tabbatar da cewa yan kasuwa zasu iya ɗaukar mataki da haɓaka kowane ma'amala tare da abokan ciniki. CDPs na dimokiradiyya don samun damar bayanai, analytics, tashoshi, da abokan ciniki a duk faɗin aikin. Wannan hanyar tana ba da damar samun bayanai kai tsaye a duk inda take zaune, daga tsari da tushe daban-daban a cikin harkar. Hakanan masu kasuwa zasu iya samun sauƙin amfani da ingantattun fasahohi kamar ƙwallafa hankalinsu da ƙwarewar injiniya. Hakanan CDPs suna sauƙaƙa samun dama ga kowane tashar ta hanyar buɗe mahallin halitta. Haɗa zuwa kowane tashar dijital ko hanyar gargajiya - gami da DMPs, DSPs, ESPs-ana iya sanya su cikin buyayyar lambu.

Menene sakamakon? Amfani da hanyar buɗe-lambu don gudanar da ingantaccen bayani na martech yana bawa masu kasuwa damar inganta haɗin abokan ciniki a duk faɗin aikin. Wato, don ƙirƙirar dabarun aiki na giciye wanda ya wuce tallace-tallace, tallace-tallace, da sabis, kuma ya taɓa abokan ciniki, ma'aikata, ayyuka, da samfuran.

Bubble Ba tare da Pop ba

Bubbakar Martech bai fashe ba. Kuma ba zai je kowane lokaci da sauri ba. Tare da yawan adadin masu siyarwa a cikin sararin samaniya, da kuma ci gaba da haɓakawa da haɓakawa, 'yan kasuwa na iya samun madaidaitan mafita don magance buƙatunsu na musamman, buƙatu, da sha'awar su.

Babu sarari don tsari ɗaya-daidai-duka don tallan yau, wanda ke nufin babu sarari don dacewa da fasahar kusurwa ɗaya. 'Yan kasuwar da ke neman ɗaukar hanyar giciye don haɗin gwiwar abokan ciniki suna buƙatar yin aiki tare da masu siyar da fasahar keɓaɓɓu waɗanda ke da dabarun hulɗa kamar ba da damar buɗe-lambu zuwa haɗin kai. Wannan shine yadda tallan ROI zai haɓaka daidai tare da haɓakar martech mai girma.

Me kuke tunani?

Wannan shafin yana amfani da Akismet don rage spam. Koyi yadda aka sarrafa bayanan bayaninka.