Ceev ceev: Vim li cas Kev Ua Haujlwm yog Qhov Tseem Ceeb rau Ntse Marketer

ceev

Kom muaj kev vam meej nyob rau niaj hnub no txoj kev txav nrawm thiab qhov kawg rau cov neeg siv khoom lag luam, cov neeg lag luam xav tau txoj kev nrawm, ruaj ntseg, kev daws teeb meem uas tuaj yeem xa cov ntsiab lus ntawm lub sijhawm. Lub vas nthiv lub nrawm nrawm rau cov vev xaib thiab cov vev xaib mobile los ntawm kev thawb cov ntsiab lus kom ze rau koj cov neeg siv, muab cov kev paub txhim kho thiab ruaj ntseg thoob plaws ntiaj teb. Tus yuam sij rau kev lag luam ntse yog ua ntej kev ua tau zoo los txhim kho kev sib pauv.

Txheej txheem ceem txheem txheej sai

Nrawm a cov tub ntxhais kawm ntawv sib txuas lus (CDN) uas muab cov lag luam ua tiav tswj lawv txoj kev ua haujlwm lawv cov ntsiab lus, tsis muaj kev nkag mus rau kev ua haujlwm ntawm lub sijhawm analytics thiab lub peev xwm rau cache cov kev hloov pauv uas tsis muaj kev hloov pauv (xws li cov qhab nia kis las lossis cov nqi hauv Tshuag) ntawm ntug.

Cov neeg siv khoom nrawm ua cov ntsiab lus digital xws li cov vis dis aus, cov nplooj ntawv tsim khoom, cov ntawv sau, thiab lwm yam muaj nyob hauv lawv cov vev xaib thiab lawv nkag mus siv tau (nkag tau) hauv cov ntawv thov nkag ua ke (APIs). Tus neeg tuaj yeem tuaj yeem tsim cov ntsiab lus (cov ntsiab lus tsim los ntawm cov qhua tuaj noj mov) xws li nplooj ntawv khoom tshiab lossis video, raws li tuaj yeem ua rau cov neeg siv khoom kawg (zoo li cov lus hais tawm los ntawm cov neeg siv khoom). Kev ceev ceev ntawm CDN tom qab ntawd ua rau kev xa cov ntawv ntawd muaj txiaj ntsig zoo dua los ntawm kev khaws cia ib ntus ntawm cov chaw nruab nrab ze rau cov neeg siv kawg. Cov txheej txheem khaws cov ntawv luam no hu ua “caching,” tshem cov ntsiab lus dhau los yog hu ua “purging,” thiab cov chaw nyob ntawm cov chaw khaws ntaub ntawv uas lawv muab cia yog hu ua “PoP.”

Ceev ceev CDN

Sai sai cov pawg ntawm cov cache servers nyob hauv thaj chaw tseem ceeb, txhua tus xa mus ua ib qho chaw nyob (PoP). Txhua POP muaj cov pawg ntawm Cov chaw ceev nrawm. Thaum cov neeg siv kawg thov cov qhua tuaj noj mov cov khoom siv cov khoom siv, nrawm muab lawv los ntawm qhov chaw ntawm cov chaw khaws khoom ze rau txhua tus neeg siv kawg.

Ceev chaw CDN

Yoojyim tso cai rau ntau txhiab lub vev xaib rau cov tuam txhab uas muaj qhov loj me los ntawm kev lag luam me thiab nruab nrab mus rau cov tuam tsev ntawm cov lag luam loj, thoob plaws ntau qhov kev lag luam (suav nrog kev tshaj tawm digital, e-lag luam, online video & audio, SaaS, thiab ncig & tos txais) Cov. Cov neeg siv khoom tam sim no suav nrog Twitter, Hearst, Stripe, GitHub, BuzzFeed, KAYAK, Dollar Shave Club thiab About.com.

Vim li cas cov neeg ua lag luam yuav tsum mob siab rau CDNs

Pab pawg txhim kho cia siab rau tsim cov khoom uas ntsuas thiab kav ntev, thaum kev ua lag luam xav tau yam loj ntxiv - thiab xav tau nag hmo. Nplooj ceev thiab kev ua tau zoo yog qhov tseem ceeb rau qhov kawg kev siv neeg; yog li cov pawg tsim kho yuav tsum tau siv cov vev xaib xa tawm (CDN). Muaj ob qho laj thawj tseem ceeb vim li cas cov neeg lag luam thiab IT yuav tsum mob siab rau CDNs:

  1. CDNs pab txhim kho kev sib pauv ntawm cov neeg siv khoom

Kev tshawb fawb qhia tias lub sijhawm qeeb thauj khoom yog tus naj npawb-ib qho laj thawj uas tshaj 70% ntawm cov neeg yuav khoom hauv online tso cov pob tawb. Raws li kev tshawb nrhiav ib, "ob feem peb ntawm UK cov neeg yuav khoom thiab ntau dua ib nrab ntawm cov neeg hauv Teb Chaws Asmeskas hais tias qhov chaw qeeb qeeb yog qhov laj thawj lawv xav tso tseg kev yuav khoom". Ib qho CDN tuaj yeem txhim kho nplooj ntawv lub sijhawm zoo thiab txo qis kev ua haujlwm rau koj lub vev xaib, uas yuav ua rau kom muaj kev coj ua kom tau ntau dua. Txhim kho lub sijhawm thauj khoom tuaj yeem txhais tau qhov sib txawv ntawm lub abysmal thiab cov neeg siv kev paub zoo thaum nyob ntawm kev sib txuas ntawm lub xov tooj qeeb.

Ceev ceev tsim nws CDN muab cov pab pawg txhim kho tag nrho kev tswj hwm saib lawv pab cov ntsiab lus li cas, cia lawv so kom ntseeg tau tias cov khw hauv online tuaj yeem saib - thiab, qhov tseem ceeb tshaj, yuav khoom - cov khoom tiav. Sai ntawm CDN caches cov ntsiab lus ntawm ntug servers, uas txhais tau tias thaum tus neeg siv nyem nyob ib ncig ntawm koj lub xaib, lawv cov lus thov tsuas yog mus ncig kom deb li deb ntawm tus neeg rau zaub mov ntawm thaj chaw ze tshaj rau lawv, tsis yog txhua txoj kev rov qab rau tus keeb kwm server (uas tej zaum yuav zoo nkauj deb ntawm qhov chaw uas koj cov neeg siv yog nyob ntawm). A kev tshawb nrhiav tsis ntev los no pom tias 33% ntawm cov neeg tau txais khoom siv tsawg dua los yuav los ntawm lub tuam txhab online yog tias lawv ntsib cov kev ua haujlwm tsis zoo thiab tias 46% yuav mus rau hauv lub vev xaib kev sib tw. Txhawm rau kom ntseeg tias muaj kev paub zoo thiab ua rau muaj kev pheej hmoo rau tus neeg yuav khoom rov qab rau koj lub vev xaib yav tom ntej, cov ntsiab lus yuav tsum xa mus rau cov neeg siv sai li sai tau.

  1. Cov ntaub ntawv los ntawm CDNs tuaj yeem qhia koj cov phiaj xwm kev lag luam

Omnichannel cov khw muag khoom tau dhau los ua cov xwm txheej hauv paus; neeg yuav khoom tshawb cov khoom online thiab hauv txawb ua ntej mus rau lub khw lub cev mus ncig yuav khoom. Raws li Adweek, 81% ntawm cov neeg yuav khoom tshawb fawb online ua ntej yuav khoom, tab sis 54% ntawm cov neeg yuav khoom hauv online xav pom qhov khoom ua ntej lawv yuav. Muab cov ncauj ke no, cov neeg ua lag luam yuav tsum txiav txim siab seb kev ua lag luam online kev lag luam zoo li cas yog (email, promos, tshaj tawm thiab social media) hais txog kev cuam tshuam nrog kev muag khoom hauv khw.

Ib CDN tuaj yeem pab qhia cov lag luam online kev lag luam, muab pab pawg kom pom kev kom pom kev lag luam online txhawb nqa kev muag khoom hauv khw muag khoom, thiab ua kom qhov kev sib tw khiav lag luam zoo li cas. Nrog Ceev ceev ntawm GeoIP / Kev Tshawb Fawb Qhov Chaw, cov neeg lag luam tuaj yeem sib piv nplooj ntawv pom ntawm ib qho khoom tshwj xeeb thiab qhia kev sib txheeb ntawm kev tshawb fawb online thiab yuav khoom hauv khw. Piv txwv li, cov neeg lag luam digital yuav siv tau nrawm thev naus laus zis kom geo-laj kab rau qee tus naj npawb ntawm cov mais ib ncig ntawm lub khw muag khoom, thiab saib cov nplooj ntawv saib analytics rau qhov khoom tshwj xeeb. Hauv khw muag khoom tuaj yeem sib piv thiab sib piv nrog cov nplooj ntawv online saib los txiav txim siab seb puas muaj kev sib raug zoo ntawm tus neeg yuav khoom saib online thiab tom qab ntawd yuav khoom hauv khw muag khoom, thiab cov khw muag khoom tuaj yeem hloov kho cov kev txhawb nqa kom haum.

Cov ntawv thov Beaconing yog siv los sau cov ntaub ntawv hais txog cov neeg siv khoom tus cwj pwm thiab cov neeg siv khoom siv raws li kev nyiam, sib thooj, thiab lwm yam kom nce kev sib koom tes - cov tseem ceeb ntawm cov hom phiaj kev lag luam niaj hnub no. Siv CDN nrog ntug caches kom txiav tawm cov kab sib ze ze rau cov neeg siv khoom lag luam tuaj yeem ua kom nrawm siv daim ntawv thov nkag thiab yooj yim rau kev sau cov ntaub ntawv kev lag luam tseem ceeb.

Kev soj ntsuam ua haujlwm cov cuab yeej tseem pab

Yog tias koj yog hom kev lag luam uas ib txwm khiav cov phiaj xwm thiab A / B kuaj, koj yuav tsum ua lub qhov muag kom pom seb koj cov haujlwm cuam tshuam li cas rau koj lub vev xaib kev ua tau zoo.

Cov cuab yeej saib xyuas kev ua haujlwm hauv lub vev xaib tuaj yeem tso cai rau cov neeg lag luam saib xyuas txhua yam hauv kev hla lub vev xaib thiab kev thov mobile. Cov cuab yeej no tso cai rau koj sim thiab nce analytics rau txhua qhov chaw ntawm lub tsev kawm ntawv cov cuab yeej, nrog rau cov ntaub ntawv xws li lub sijhawm sib txuas, DNS teb, kab kev, thiab lwm yam Nrog rau kev tshuaj xyuas hluavtaws, cov chaw muaj peev xwm kuaj tau los ntawm "chaw kuaj mob huv", uas yog qhov tshwj xeeb tshaj yog thaum sim los txiav txim seb yuav ua li cas tshiab feature ntxiv rau ib nplooj ntawv (xws li ib qho ad lossis nrhiav pixel) yuav cuam tshuam rau kev ua haujlwm ntawm koj lub xaib tag nrho, thiab yog li txiav txim siab tias nws yuav yeej muab ib qho txiaj ntsig ROI. CDN niaj hnub tuaj yeem nrawm dua thiab ntsuas A / B kuaj, tso cai rau cov kws ua lag luam pom cov txiaj ntsig hauv lub sijhawm tiag tiag thaum tswj hwm qhov chaw zoo tshaj plaws.

Cov neeg lag luam tseem nquag ntxiv “cov neeg sab nraud” rau lawv lub vev xaib lossis mobile app - yam li social media plugins, video plugins, taug qab cov cim npe, thiab tshaj tawm. Tab sis hom ntawm cov ntsiab lus thib peb no feem ntau tuaj yeem txo qis lub xaib txoj haujlwm. Nov yog lwm qhov piv txwv zoo rau vim li cas qhov kev soj ntsuam xyuas kev ua haujlwm tseem ceeb - yog li cov plugins thiab add-ons siv nyob rau hauv lub vev xaib tsis ua rau nws qeeb qeeb lossis sib tsoo.

Cov ntsiab lus-xaib qhov teeb meem kawm - Stripe

Stripe yog lub sijhawm them nyiaj uas ua cov haujlwm ntau kawg lab daus las hauv ib lub xyoo rau ntau pua txhiab lub tuam txhab, los ntawm cov neeg pib tshiab pib mus rau Fortune 500 tuam txhab. Vim tias lees txais cov nyiaj yog lub neej txoj sia ntawm kev lag luam, Stripe xav tau txoj hauv kev zoo los pab lawv cov peev txheej zoo li qub thaum tswj kev nyab xeeb rau lawv cov neeg siv. Hauv kev xaiv CDN, Stripe nrhiav ib tus khub uas tuaj yeem pab lawv kom muaj kev ntseeg tau siab thaum lub sijhawm tseem ua haujlwm tau zoo. Stripe tig mus rau Cauj, uas lawv pom yooj yim heev los teeb tsa thiab muab kev txhawb nqa rau cov neeg siv khoom zoo.

Cov peev xwm nrawm nrawm nrawm cov ntsiab lus tsis raug thiab cov cuab tam zoo li qub tau pab txo qis lub sijhawm rau Stripe Checkout (ib daim ntawv them nqi rau desktop, ntsiav tshuaj thiab mobile) ntau dua 80%. Qhov no txhais tau hais tias muaj txiaj ntsig zoo rau Stripe cov neeg siv: rau qhov kawg-cov neeg siv ntawm lub xov tooj sib txuas, nws yog qhov sib txawv ntawm qhov kev yuav khoom abysmal thiab ib qho zoo. Cov lag luam siv Stripe nyob rau ntau txoj hauv kev, tab sis thoob cov board lawv txaus siab nrog Stripe siab dua - thiab cov kev paub uas lawv muab rau lawv tus kheej cov neeg siv tau zoo dua - thaum kev ua tau zoo yog qhov zoo dua.

Saib ntawm Qhov Kev Kawm Saib

Yuav ua li cas koj xav hais tias?

Qhov Web site no siv Akismet los txo cov kev pabcuam. Kawm li cas koj cov ntaub ntawv tawm tswv yim tiav.