Otsatsa akumira mu data. Koma zikafika pazidziwitso zenizeni, zatanthauzo, zimakhala zowuma. Inu mukudziwa kumverera. Kuyerekeza kuti chilichonse chili pansi paulamuliro pamene mukuyenda pakati pa ma dashboards osawerengeka, ma tabo otseguka ndi mitundu ya spreadsheet yomweyo, kuyika manambala omwe amapereka chitsimikizo ndi malangizo. Tonse takhalapo. Atsogoleri safuna zambiri kapena dashboards kuti apeze mayankho omwe akufuna. Amafunikira nzeru zomwe zimatsimikizira "chifukwa" kumbuyo kwa khalidwe la omvera kotero kuti athe kusiya kupepesa chifukwa chowononga ndalama, ndikuyamba kupanga zisankho zachangu mwachangu ndi chidaliro. Izi zimayamba ndi maziko olimba, oyera a data. Kuchuluka kwa martech sikukhudza kusonkhanitsa ndi kukonza zida zosagwirizana zomwe zimalepheretsa kukhulupirika kwa data. Ndizokhudza kuthetsa zomwe ndimatcha "msonkho wovuta" -kukangana kwa zisankho zapang'onopang'ono ndi mwayi wophonya womwe umavutitsa magulu amalonda pamene deta sikuyenda bwino. Mwamwayi, tikuchoka kudziko lachidziwitso chokhazikika, chotsalira komanso chosalongosoka kupita ku nthawi yomwe nzeru zamagulu zimathandiza atsogoleri kuti adutse msonkho wovuta, kutsimikizira ROI yawo ndikukwaniritsa zisankho. Kodi martech stack ndi chiyani? Tekinoloje yotsatsa malonda, kapena martech stack, ndi mndandanda wa zida ndi matekinoloje omwe amalonda amagwiritsa ntchito kukopa, kugwirizanitsa ndi kusunga makasitomala. Kuchokera pakupanga kutsogolera ndi kutsatsa maimelo kupita ku kasamalidwe kazachikhalidwe cha anthu ndi SEO, zida izi zimathandizira kusuntha kwa ntchito, kuwongolera njira ndikupereka zidziwitso zofunikira pakuchita. Mulu wabwino wa martech umakhala wokhazikika nthawi zonse. Pamene mawonekedwe aukadaulo akukula limodzi ndi kukwera kwa AI yaukadaulo, zimakhala zotheka kusintha ma metric akulu ndi ogawanika kukhala mawu omveka bwino amakasitomala. Gulu logwirizana la martech loyendetsedwa ndi nzeru zamagulu limathandizira kuzindikira mwachangu, limapatsa mphamvu olamulira, ndikupatsa otsatsa malingaliro athunthu abizinesiyo ndi zomwe zikuchitika pamsika. 'Msonkho wovuta': Chifukwa chiyani ukadaulo wotsatsa wazakale ukupambana machitidwe omwe adadziwika kale Ngakhale kuthekera kwa ma stacks oyendetsedwa ndi AI oyendetsedwa ndi AI, magulu ambiri sakuwona kubweza ndalama zomwe amayembekezera. Chifukwa chiyani? Chifukwa 36% ya oyang'anira akuti zomangamanga zalowa m'njira, malinga ndi Constellation's 2025 Assessing Agent Enterprise Readiness Report. Machitidwe olowa m'thupi amalepheretsa deta kuyenda mwaulere pakati pa ma tchanelo, kupanga ma silo ndi ma workaround omwe amathira zida zamagulu. Mtengo wa bloat uwu ndi wodabwitsa. McKinsey adapeza kuti 63% ya ma CMO adaphonya mwayi chifukwa sakanatha kupanga chisankho mwachangu, ndipo lipoti la Constellation lidapeza kuti 42% ina silingagwire mawu a kasitomala. Mabungwe ambiri otsatsa amalipirabe mitengo yamtengo wapatali pazanzeru zamabizinesi achikhalidwe ndi machitidwe a CRM omwe amangotsata mbiri yakale (mwachitsanzo, zomwe zidachitika kale mubizinesi).
Kuyendetsa kukula, zomwe magulu amafunikira ndi nzeru zamagulu: nthawi yeniyeni, yosasinthika pamsika (ie, zomwe zikuchitika pakali pano). Malinga ndi Sprout Social's 2025 Impact of Social Media Report, theka la atsogoleri amafuna magulu pabizinesi yonse monga chidziwitso chamakasitomala ndi kupambana, chisamaliro chamakasitomala ndi chithandizo, komanso chitukuko cha bizinesi kuti agwiritse ntchito zidziwitso zamagulu kuti adziwitse zisankho zawo. Nzeru zapagulu zithandiza maguluwa kuti asunthe kuchokera kusanthula zakale kupita ku mtsogolo ndi masomphenya abwino. Zigawo zazikulu za ma stacks a martech omwe amasokoneza firehose ya data Pali zida zambiri zamtundu (makamaka zamabizinesi) zomwe zimagwiritsidwa ntchito kusonkhanitsa ndi kusunga deta. Nkhani yabwino ndiyakuti ma brand ali ndi zambiri zambiri-mozungulira 10 petabytes, malinga ndi Assessing Agent Enterprise Report. Nkhani yoyipa ndiyakuti firehose ya data imayikidwa pamwamba, ndipo machitidwe oyambira samamangidwa kuti awononge magwero atsopano a data yosakonzedwa. Lipoti lomwelo linapeza kuti 70% ya deta yotsatsa sinapangidwe, kuphatikizapo zokambirana, makanema ndi zithunzi. Zida zachikhalidwe za martech zimangopangidwira data yokhazikika (monga kudzaza mafomu ndi kudina) ndipo zimalephera kujambula zowona, zosasefedwa za omvera zomwe zimapezeka pamayendedwe monga ochezera pomwe mwayi weniweni umabisika. Kupangidwa kwa stack yanu ya martech yomwe imagwirizanitsa deta yokhazikika komanso yosasinthika zimatengera zosowa ndi zofunikira za bungwe lanu, koma zida zina ndizoyambira m'mafakitale onse. Nazi zina mwazinthu zazikulu zomwe ziyenera kuphatikizidwa muzabwino za martech:
Zida zanzeru zapa media media: Ima demokalase mwayi wopeza zidziwitso zamagulu, ndiimapereka chilengedwe cha martech ndi chidziwitso chabizinesi komanso chidziwitso chamakasitomala chomwe chimatembenuza phokoso kukhala ma sign abizinesi otheka, ndikudyetsa zomwe zikuchitika munthawi yeniyeni mu CRM. Amalola ogwiritsa ntchito kuchitapo kanthu papulatifomu imodzi yapakati, yowongoka. Mapulogalamu opanga makina opangira malonda: Imawongolera ntchito zobwerezabwereza ndi kutumiza kampeni, kumasula magulu kuti aziyang'ana kwambiri zoyeserera. Zida zowongolera ubale wamakasitomala (CRM): Imayika pakati deta yamakasitomala ndikuwunikira momwe kutsatsa kumakhudzira zotsatira zogulitsa. Kasamalidwe kazinthu (CMS): Imapatsa mphamvu mawebusayiti ndi mabulogu, omwe amagwira ntchito ngati khomo lakutsogolo la digito lakuchitapo kanthu kwamakasitomala. Mapulatifomu otsatsa maimelo: Imathandizira kupanga maimelo, makina opangira ma analytics kuti alimbikitse otsogolera ndikukhala olumikizana ndi omvera. Zida za Generative engine optimization (GEO): Imathandizira kukulitsa maulamuliro osakira a AI. Zida za Search engine optimization (SEO): Zothandizira zofufuza mawu osakira, kutsata masanjidwe ndi kusanthula kwa backlink kuti zithandizire kuwoneka bwino. Ukadaulo wotsatsa: Imaphimba zida zotsatsa zakusaka (SEM), zotsatsa zotsatsa ndi njira zina zolipirira kuyendetsa magalimoto. Mapulatifomu a Analytics: Amapereka zidziwitso zofunikira pakuchita webusayiti ndi ROI yotsatsa kuwongolera zisankho zoyendetsedwa ndi data. Dongosolo la Digital Asset Management (DAM): Imalinganiza ndikusunga katundu wa digito, kupangitsa kuti zikhale zosavuta kupeza ndikugwiritsanso ntchito zomwe zili pamakampeni.
Momwe mungapangire stack ya martech yomwe imapereka liwiro lachisankho Ndisanagawane dongosolo lothandizira pakuwunika ndikumanganso stack yanu ya martech, ndiyenera kufotokozera kusiyana kwakukulu pakati pa liwiro ndi liwiro. Kuthamanga kumatanthauza kuti ndikulowa mgalimoto ndikupopa gasi. Ndipita mwachangu momwe ndingathere kwa nthawi yayitali momwe ndingathere. Koma ndicho chinthu cha liwiro. Sichifuna chitsogozo kapena mphamvu. Velocity imatero. Liwiro = liwiro + mayendedwe. Zikutanthauza kuti mumadziwa komwe mukupita, ndipo mutha kuyimitsa nthawi yomweyo potengera zizindikiro zamsika. Mukamayenda ndi liwiro, mumapita patsogolo ndi cholinga, kufunafuna mwachangu zomwe zikukukhudzani ndikusintha luntha kukhala zochita. Muli ndi zida zomwe mukufunikira kuti muwunike ndikubwerezanso mukamapita. M'malo mwake, izi zikuwoneka ngati mulu wa martech womangidwa kuti uzitha kuzindikira mbiri yakale komanso zenizeni zenizeni kuti atsogoleri athe kupanga zisankho zachangu komanso zabwinoko. Nazi njira zomwe mungatenge kuti musunthe mwachangu molimba mtima. Fotokozani vuto kapena kufunikira komwe mukuyesera kuthetsa Anthu samaphatikizanso masiketi awo aukadaulo chifukwa akufuna. Amatero chifukwa pali vuto lalikulu lomwe liyenera kuthetsedwa. Dziwani momveka bwino momwe gulu lanu lingapindulire ndi njira yophatikizira yazanzeru zama media, kaya ndikuwonetsetsa kolondola kwa malonda anu, gawo la mawu kapena ubale wamakasitomala. Izi zithandiza gulu lanu la IT kumvetsetsa bwino zomwe mumayika patsogolo komanso zomwe mukufuna. Yang'anani zida zanu ndi kuthekera kwa data Yang'anani kuchuluka kwanu kwa martech poyang'anitsitsa chida chilichonse, kuwunika momwe chimalowera ndikusanthula zomwe sizinapangidwe. Ngati simungathe kufika pa "chifukwa" kumbuyo kwa ma data, maziko anu a deta ndi osalimba ngati nyumba ya makadi ndipo sali olimba mokwanira kuti mumange njira yozungulira. Kuphatikizika ndi kukhulupirika kwa data ndizomwe zimapangitsa kuti chisankho chikhale chotheka. Ngati gulu lanu likuwona zidziwitso zapagulu ngati chowonjezera kapena bolodi yobisika, mukusowa 70% ya mawu a kasitomala wanu. Zambiri zapagulu ziyenera kukhala ngati minofu yolumikizana yomwe imalowa mu CRM yanu ndi zida zanzeru zamabizinesi kuti mupange chilengedwe chonse chanzeru. Fotokozani zotsatira zabizinesi zomwe zimayang'ana kwambiri Kwa nthawi yayitali, amalonda akhala akudziwa kuti deta ikusowa yomwe ingawonetsere mphamvu ya ntchito yawo. Tinalibe chithunzi chonse, osatha kuwona momwe makampeni athu adakhudzira kugawana mawu ndi malingaliro. Luntha loyendetsedwa ndi AI limapangitsa kuti azitha kuphatikiza magwero osiyanasiyana ndikufunsa mafunso atsopano. Monga, ndinafikira ndani ndipo adachita bwanji? Tinapambana kuti? Kodi tinalephera kuti? Masitepe amakono a martech akuyenera kukupatsani zidziwitso zomwe mungafune kuti muthamangitse nthawi kuchokera pazotuluka kupita ku zovuta zachuma, kutembenuza zisankho kukhala zochita ndi malingaliro okhazikika pa laser. Gwirizanitsani pazofunikira zosiyanasiyana komanso zofunika kwambiri Khazikitsani patsogolo zinthu zambiri zomwe zidziwitso zamagulu zimayambira m'madipatimenti ena. Mukagawidwa bwino, zidziwitso zamagulu ziyenera kutsekereza kusiyana pakati pa malonda, malonda, ntchito ndi malonda. Mwachitsanzo, talingalirani za e.l.f. Zodzoladzola 'zatsopano zatsopano zomwe zidadziwitsidwa ndi kasitomalakhalidwe pa TikTok. Mtunduwu udawona makasitomala akugawana ma hacks kuti achotse mabotolo a lipgloss kuti athe kusintha awo. M'malo mongonena kuti "konda izi," chidziwitso chidakwera kumagulu amalonda ndi amalonda, ndipo mtunduwo udayambitsa kukwezedwa kwatsopano. Pa $15 iliyonse yomwe imagwiritsidwa ntchito pa e.l.f. zopangidwa, makasitomala adalandira chidebe chopanda kanthu cha lipgloss, chotchedwa (S) e.l.f. Anapanga Halo Gloss Botolo. Chogulitsacho chinagulitsidwa mwamsanga. Ndiko kufulumira kwa chisankho pochitapo kanthu.
Mangani tsogolo Ziribe kanthu komwe muli paulendo wanu wokhazikitsa AI, muyenera kuwonetsetsa kuti stack yanu ndi yokonzeka AI. AI ndi chilombo chosakhutitsidwa chomwe chimafuna kudya kosalekeza kwa deta yaumunthu kuti ikhalebe yothandiza, ndipo nzeru zamagulu zimapereka ndondomeko yabwino ya chakudya. Ndikofunikiranso kukulitsa nzeru zamagulu kuti mukhalepo pomwe makasitomala anu akulankhula ndikufunsani mafunso okhudza mtundu wanu, malonda anu ndi zina zambiri, kuti mtundu wanu ukhale yankho lovomerezeka la ma LLM. Pamene tikuchoka ku SEO kupita ku nthawi yolamulidwa ndi GEO, ulamuliro udzakhala ndalama zodziwika bwino zamabizinesi. Yendani ndi liwiro, osati zovuta “Mkango sufunika kubangula kuti utsimikizire kuti ndi mkango.” Ndiwo mawu omwe ndikufuna kuti wogulitsa aliyense akhulupirire, atanyamula mutu wawo mmwamba akudziwa ndi chidaliro kuti ali ndi zida zanzeru kuti apange kukula kodziwikiratu, kokulirapo. Osapepesanso chifukwa chogwiritsa ntchito ndalama, ngakhale tikudziwa bizinesi yathu, makampani ndi makasitomala komanso aliyense. Yakwana nthawi yoti tisinthe ma data athu ndi ma dashboards kuchoka pamakhadi obwereza kupita ku phindu lazachuma. Onani Sprout's Social Media Buyer's Guide kuti muwonetsetse kuti muli ndi zida zopezera mawu enieni a kasitomala. Chotsatira Kumanga mulu wa martech: Kuchotsa msonkho wovuta wa chigamulo chinawonekera poyamba Sprout Social.
