Cov ntsiab lus MarketingEcommerce thiab Khw muag khoom

Kev Yuam Xyuas thiab Kev Teb rau Cov Lus Taw Qhia Drives Cov ntsiab lus Kev Lag Luam

Yuav ua li cas sai thiab zoo cov neeg lag luam teb thiab hloov mus rau cov neeg siv cov lus tawm tswv yim tau dhau los ua qhov kev txiav txim siab tshiab ntawm hom kev ua tau zoo. Raws li 90% ntawm 150 lub khw muag khoom lag luam tau soj ntsuam, teb rov qab - lossis lub peev xwm los, nkag siab thiab tom qab ntawd muaj kev cuam tshuam sai rau cov lus taw qhia, nyiam nyiam, thiab kev xav tau - yog qhov tseem ceeb, yog tias tsis tseem ceeb, rau kev xa tawm ntawm cov neeg siv khoom tshwj xeeb.

Tsuas yog 16 feem pua ​​ntawm cov neeg lag luam xav tias lawv cov koom haum ua haujlwm tau txais txiaj ntsig zoo rau cov neeg siv khoom, ua tsis tiav cov kev hloov pauv rau cov khoom lag luam, ntim khoom, kev pabcuam, thiab kev paub dhau los ntawm cov neeg siv khoom thov thiab tawm tswv yim.

Rub tawm: Lub Luag Haujlwm Yuav Tsum Ua

Daim ntawv tshaj tawm qhia meej li cas cov lag luam nrawm dua ua rau cov neeg siv khoom tawm tswv yim los tsav txoj kev loj hlob. Nws yog qhov txiaj ntsig ntawm kev kawm tshawb fawb tshawb fawb los ntawm CMO Council koom tes nrog kev koom tes nrog Danaher Corporation Cov Phiaj Xwm Khoom Lag Luam cov tuam txhab, uas yog kev hloov pauv hauv kev lag luam thiab cov khoom ntim khoom txhawb nqa.

Txoj kev tshawb no tau tshawb xyuas seb cov koom haum muaj kev ncaj ncees li cas thaum teb rau cov qhua tuaj noj mov thiab siv cov neeg siv khoom cov ntaub ntawv thiab kev txawj ntse kom xa cov kev paub hauv lub sijhawm thiab dhau ntawm cov kev xaiv ntawm cov neeg siv khoom, seb nws yog lub cev lossis lub qhov sib chwv.

Qhov teeb meem tseem ceeb tshaj Tawm lag luam kev lag luam ua lub luag haujlwm

  • Tsis muaj peev nyiaj yuav txav mus rau pem hauv ntej ntawm kev hloov kho dua tshiab rau lub cev touchpoints
  • Tsis muaj cov ntaub ntawv lossis kev txawj ntse los hloov pauv raws li cov neeg siv khoom tiv thaiv thiab cov cwj pwm
  • Cov pab pawg cais haujlwm kev lag luam los ntawm cov khoom lag luam thiab kev txiav txim siab ntim
  • Cov neeg muag khoom tsis muaj peev xwm mus ua haujlwm sai lossis ua tiav lub sijhawm ncua sijhawm

Txhawm rau kho cov kev cov nyom no, cov neeg ua lag luam xav tias muaj kev hloov pauv kev coj noj coj ua, suav nrog cov txheej txheem tshiab thiab cov cuab yeej los ua tiav kev hloov pauv sai, raws li 60 feem pua ​​ntawm cov neeg teb ntseeg tias ib qho kev tsom mus rau cov qhua tuaj noj mov ntau dhau ntawm cov khoom yuav xav tau kev txhim kho rau kev txhim kho tseem ceeb. Cov.

Cov neeg siv khoom lag luam cia siab rau cov hom ua lag luam ntawm lub teeb ntawm lub teeb - tom qab tag nrho, nws yog qhov tshwj xeeb ntawm cov neeg siv khoom los ntawm cov hom xws li Amazon thiab Starbucks uas tau ua pov thawj tias cov lus teb ceev ceev, kev ua kom tus kheej thiab lub sijhawm tiag tiag (lossis ze rau lub sijhawm tiag tiag) omnichannel kev sib koom tes yog tau ntawm lub laub ntawm lub pob nyem lossis nyem ntawm ib qho app. Qhov no yog kev sib koom tes ntawm kev ceev ntawm digital, thiab cov neeg siv khoom cia siab txog qib zoo sib xws thoob plaws txhua qhov kev paub dhau los, tsis hais seb channel puas yog lub cev lossis digital. Liz Miller, Tus Lwm Thawj Coj ntawm Kev Lag Luam Rau CMO Council

Qhov nruab nrab, cov neeg ua lag luam xav tias lawv muaj peev xwm los teb lossis teb rau cov neeg siv cov lus pom zoo, kev thov, kev tawm tswv yim lossis kev tsis txaus siab tshwj xeeb rau kev tshaj tawm kev lag luam hauv tsawg dua ob lub lim tiam.

ceev teb

Agile marketing pawg tab tom nrhiav los daws qhov kev ua tiav no thiab kev sib koom ua ke raws li 53 feem pua ​​ntawm cov neeg teb lees paub tias lawv lub hom phiaj yog xa cov hloov tshiab thiab hloov cov teeb meem lub cev hauv 14 hnub, nrog 20 feem pua ​​ntawm cov neeg lag luam vam tias yuav pom qhov sib txawv nqaim mus rau 24 xuaj moos kom xa cov kev hloov tshiab thoob plaws ntawm kev siv lub cev.

Raws li cov kws tshaj lij ntawm Danaher Corporation - uas nws cov ntaub ntawv sau txog suav nrog hom npe xws li Pantone, MediaBeacon, Esko, X-Rite thiab AVT - yog tias muaj kev cuam tshuam hauv kev tshaj tawm hauv lub cev yuav tsum tau hloov mus ua qhov tseeb kev sib tw, cov lus nug tseem ceeb yuav tsum tau nug thiab cov kauj ruam yuav tsum tau ua Cov.

Cov Lus Pom Zoo Los txhim kho Lub Luag Haujlwm:

  1. Corral txhua cov ntsiab lus tsim: Puas yog cov pawg no siv cov tshuab cais tam sim no? Peb puas tuaj yeem siv ib tus txhawm rau tshem tawm tus nqi ntawm lwm tus?
  2. Txuas thev naus laus zis rau lub sijhawm tiag tiag: Yuav ua li cas ntau cov thev naus laus zis uas peb siv los coj tag nrho peb lub cev thiab digital cov neeg siv sib txuas lus rau kev ua lag luam? Qhov twg yog qhov tsis muaj nqis tes tawm?
  3. Tsis yog tsom rau ib qho ntawm kev ua haujlwm, xav txog yuav ua li cas peb tuaj yeem piv rau tag nrho cov nqi txuas: Qhov cuam tshuam nws li cas rau peb txoj kev lag luam yog tias peb lub sijhawm rau kev ua lag luam rau kev sib txuas lus ntawm lub cev thiab digital yog ib nrab ntawm qhov nws niaj hnub no?

Nrog cov kev nce qib tshiab tsis ntev los no hauv xov xwm digital xa tawm, hmoov tsis, lub peev xwm los hloov pauv rau kev tshaj tawm xov xwm lub cev tau poob zoo. Coob leej ntau tus neeg tsis paub txog yam ua tau kom txog rau thaum lawv txiav txim siab nws yuav yog. Cov kev nce qib hauv kev siv thev naus laus zis niaj hnub no tso cai rau cov thawj coj kev lag luam xav tau ntau dua nrawm dua, zoo dua thiab muaj ntau dua pob tshab los ntawm lawv cov neeg koom tes thiab cov neeg muag khoom dua li yav tas los. Txawm ntau haib rau lub ntiaj teb hom yog tias xws li technology muaj nyob thoob qab ntuj. Joakim Weidemanis, Pab Pawg Sib Koom Tes thiab Lwm Thawj Coj, Qhia cov khoom ntawm Danaher Corporation

Dab Tsi Cov Ntsiab Lus Touchpoints Cawv Kev Yuav Khoom Txiav Txim Siab?

Cov ntsiab lus uas thov

Txoj kev tshawb no tau ua rau lub caij nplooj ntoo hlav xyoo 2017 thiab suav nrog cov lus tawm tswv yim los ntawm ntau dua 153 tus kws tshaj tawm lag luam kev lag luam. Tsib caug-plaub (54) feem pua ​​ntawm cov neeg teb tau tuav npe ntawm CMO, Lub Taub Hau Kev Lag Luam lossis Tus Lwm Thawj Coj ntawm Kev Ua Lag Luam, thiab 33 feem pua ​​sawv cev rau cov npe khoom lag luam nrog cov nyiaj tau los ntau dua $ 1 nphom (USD).

Rub tawm: Lub Luag Haujlwm Yuav Tsum Ua

Douglas Karr

Douglas Karr yog CMO OpenINSIGHTS thiab tus founder ntawm lub Martech Zone. Douglas tau pab ntau ntau qhov kev vam meej MarTech startups, tau pab nyob rau hauv kev mob siab rau ntau tshaj $ 5 bil nyob rau hauv Martech nrhiav thiab kev nqis peev, thiab txuas ntxiv pab cov tuam txhab hauv kev siv thiab automating lawv cov kev muag khoom thiab kev lag luam cov tswv yim. Douglas yog tus paub thoob ntiaj teb kev hloov pauv digital thiab MarTech kws tshaj lij thiab hais lus. Douglas tseem yog tus sau phau ntawv Dummie phau ntawv qhia thiab phau ntawv ua lag luam.

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