Ukujolisa kumxholo: Impendulo kuMmandla oKhuselekileyo weNtengiso yeBrand?

Ukujolisa kumxholo: Indawo eziKhuselekileyo zeNtengiso yeBrand

Ukunyuka kwenkxalabo yabucala okwandileyo, kudityaniswa nokusweleka kwecookie, kuthetha ukuba abathengisi ngoku kufuneka bahambise imikhankaso eyenzelwe ubuqu, ngexesha lokwenyani nangokwezinga. Okubaluleke ngakumbi, kufuneka babonakalise uvelwano kwaye babonise imiyalezo yabo kwindawo ekhuselekileyo. Kulapho amandla okujolisa kwimeko asebenza khona.

Ukujolisa kumxholo yindlela yokujolisa kubaphulaphuli abafanelekileyo usebenzisa amagama aphambili kunye nezihloko ezivela kumxholo ojikeleze uluhlu lweentengiso, ezingadingi kuki okanye esinye isazisi. Nazi ezinye zeenzuzo eziphambili zokujolisa kwimeko, kwaye kutheni kufuneka ubenayo nayiphi na intengiso yedijithali okanye umthengisi.

Ukujoliswa komxholo kubonelela ngoMxholo ongaphaya kwesicatshulwa

Ngokwenene ukusebenza kweenjini ekujolise kuzo ziyakwazi ukuqhubekeka zonke iintlobo zomxholo ezikhoyo kwiphepha, ukunika isikhokelo esinyanisekileyo se-360-degree malunga nentsingiselo yeli phepha. 

Ukujoliswa kwemeko ekujolise kuyo kuhlalutya isicatshulwa, iaudiyo, ividiyo kunye nomfanekiso-ngqondweni ukwenza iziqendu zokujolisa kwimeko ezihambelana neemfuno ezithile zomthengisi, ukuze intengiso ibonakale kwindawo efanelekileyo nefanelekileyo. Umzekelo, inqaku leendaba malunga neAustralia evulekileyo lingabonisa uSerena Williams enxibe izihlangu zentenetya zikaNike, emva koko intengiso yezihlangu zemidlalo inokuvela kwindawo efanelekileyo. Kule meko, okusingqongileyo kufanelekile kwimveliso. 

Ezinye izixhobo ezijolise ekujongeni umxholo zinokubanakho ukubonwa kwevidiyo, apho banokuhlalutya isakhelo ngasinye somxholo wevidiyo, bachonge iilogo okanye iimveliso, baqaphele imifanekiso ekhuselekileyo yohlobo, kunye nokubhalwa komsindo okwazisa konke, ukubonelela ngendawo elungileyo yentengiso ngaphakathi nangapha kwesi siqwenga. Umxholo wevidiyo. Oku kubandakanya, kubalulekile, yonke isakhelo ngaphakathi kwevidiyo, hayi isihloko kuphela, i-thumbnail, kunye neethegi. Olu hlobo lunye lohlalutyo luyasetyenziswa kuwo wonke umxholo womculo kunye nemifanekiso, ukuqinisekisa ukuba indawo iyonke ikhuselekile kraca. 

Umzekelo, isixhobo ekujolise kuso ngokwemeko sinokuhlalutya ividiyo enemifanekiso yohlobo lwebhiya, ichonge kwisandi nevidiyo ukuba yindawo ekhuselekileyo kraca, kwaye yazise abathengisi ukuba lelona jelo lilungileyo lokuthengisa umxholo malunga nebhiya Ukuvela kubantu ekujoliswe kubo.

Izixhobo ezindala zinokuhlalutya izihloko zevidiyo okanye iaudiyo, kwaye musa ukungena nzulu kwimifanekiso, oko kuthetha ukuba iintengiso zinokuphelela kwindawo engafanelekanga. Umzekelo, isihloko sevidiyo sinokuba msulwa kwaye sithathwe 'njengekhuselekileyo' ngesixhobo esidala semeko, njenge 'Uyenza njani ibhiya enkulu' nangona kunjalo umxholo wevidiyo ngokwawo unokungalunganga, njengevidiyo yabantwana abakwishumi elivisayo ibhiya-ngoku intengiso yophawu kwindawo leyo yinto engenakuthengiswa ngumthengisi okwangoku.

Ezinye izisombululo ziye zakha indawo yentengiso yokuqala yokuthengisa eyenza ukuba amaqabane obuchwephesha bakhethe ii-algorithms zabo njengezinto ezongeziweyo zokujolisa, kwaye banike ukhuseleko lweempawu kwimixholo yobuhlanga, engafanelekanga okanye enetyhefu- enokusetyenziselwa ukuqinisekisa ukhuseleko lophawu kunye nokufaneleka zilawulwa ngokuchanekileyo. 

Ukujolisa kumxholo kukhuthaza imeko-bume yokhuseleko lwebrand

Ukujolisa kwimeko elungileyo kukwaqinisekisa ukuba imeko ayinxulunyaniswa gwenxa nemveliso, ke kulo mzekelo ungasentla, kuya kuqinisekisa ukuba intengiso ayiveli ukuba inqaku belingalunganga, iindaba ezingezizo, ezinomkhethe wezopolitiko okanye ulwazi olungelulo. Umzekelo, intengiso yezihlangu zentenetya ayizukuvela ukuba inqaku limalunga nokuba izihlangu ezimbi zeetenisi zibangela njani iintlungu. 

Ezi zixhobo zivumela iindlela ezintsonkothileyo kunendlela elula yamagama aphambili, kwaye vumela abathengisi ukuba batyumbe imeko abafuna ukuyibandakanya, kwaye okona kubalulekileyo, yile bafuna ukuyikhetha, enje ngomxholo usebenzisa intetho yentiyo, ubuhlanga, ubu politiki obandayo, ubuhlanga, ubutyhefu, stereotyping, njl. Umzekelo, izisombululo ezinje nge-4D zenza ukuba ukungabikho okuzenzekelayo kwezi ntlobo zemiqondiso kudityaniswe ngokukodwa namaqabane aneengcali ezinje ngeFactmata, kunye neminye imiqondiso yemixholo inokongezwa ukomeleza ukhuseleko apho kuvela khona intengiso.

Isixhobo sokujolisa kwimeko enokuthenjwa sinokuhlalutya umxholo kwaye sikulumkise ngolwaphulo olunqabileyo lokhuselo lwebrand njenge:

  • Cofa iqhosha
  • Ubuhlanga
  • Ipolitiki yezopolitiko okanye ukuthanda ezopolitiko
  • Iindaba ezibuxoki
  • Intsingiselo engeyiyo
  • Intetho yentiyo
  • Ukwabelana ngobuhlanga
  • Utyhefu
  • Ukuchwetheza

Ukujolisa kumxholo kusebenza ngakumbi kunokuba usebenzise iiKuki zomntu wesithathu

Ukujoliswa komxholo kubonisiwe ukuba kusebenza ngakumbi kunokujolisa usebenzisa ii-cookies zomntu wesithathu. Ngapha koko, olunye uphononongo lubonisa ukujoliswa komxholo kunokunyusa ukuthengwa kweepesenti ngama-63%, xa kuthelekiswa nabaphulaphuli okanye kwinqanaba lokujolisa.

Izifundo ezifanayo zifunyenwe 73% yabathengi ndiziva ngathi iintengiso ezifanelekileyo ziyahambelana nomxholo wonke okanye amava evidiyo. Ngapha koko, abathengi ekujoliswe kubo kwinqanaba lomxholo babengama-83% amathuba okuba bacebise imveliso kwintengiso, kunaleyo kujoliswe kuyo kubaphulaphuli okanye kwinqanaba lesitishi.

Ukuthandeka kwegama lophawu ngokubanzi 40% ngaphezulu kubathengi ekujoliswe kubo kwinqanaba leemeko, kwaye abathengi banikezele ngeentengiso zemixholo baxela ukuba baya kuhlawula ngaphezulu uphawu. Okokugqibela, iintengiso ezinokubaluleka okungumxholo ziye zaphakamisa i-43% yokuzibandakanya okungaphezulu.

Kungenxa yokuba ukufikelela kubathengi kwisimo esifanelekileyo sexesha elifanelekileyo kwenza ukuba iintengiso zivuseleleke ngcono, kwaye ke oko kuphucula injongo yokuthenga kude kakhulu kunentengiso engafanelekanga elandela abathengi kwi-intanethi.

Oku akumangalisi. Abathengi bahlaselwa ziintengiso kunye nentengiso mihla le, befumana amawaka emiyalezo mihla le. Oku kufuna ukuba bacofe ngokufanelekileyo umyalezo ongabalulekanga ngokukhawuleza, ke kuphela imiyalezo efanelekileyo ifikelela ekuqwalaselweni ngakumbi. Sinokubona oku kucaphukisa kwabathengi kwibhombu ebonakaliswe kukonyuka kokusetyenziswa kweebhlokhi zentengiso. Abathengi, nangona kunjalo, bayayamkela imiyalezo ehambelana nemeko yabo yangoku, kwaye ukujoliswa komxholo kukonyusa ukubakho komyalezo ofanelekileyo kubo ngalo mzuzu. 

Ukujoliswa komxholo kugqitywa ngokuCwangcisiweyo

Eyona nto ixhalabisayo kwabo banengxaki yokuphulukana necookie yile nto inokuthetha ukuba yinkqubo. Nangona kunjalo, ukujolisa kumxholo kuququzelela inkqubo, ukuya kuthi ga kwinqanaba lokugqwesa ukusebenza kwecookie. Ezi ziindaba ezimnandi kubarhwebi, kuthathelwa ingqalelo ingxelo yakutshanje efumanise ukuhlengahlengiswa kwenkqubo ngokuxhomekeka kukhukhi kugqithiselwe ukufikelela kwintengiso nge-89%, ukuhanjiswa kwamaxesha ngama-47%, kunye nokuguqulelwa kwisiseko sevidiyo kunye ne-41%.

Nangona kunjalo, ukujoliswa komxholo kuyasebenza ngcono ngenkqubo kuba inokunikezelwa ngexesha-lokwenyani, kwisikali, kwiindawo ezifanelekileyo (kunye nezikhuselekileyo), kunenkqubo ebangelwa yicookie yomntu wesithathu. Ngapha koko, bekuxelwe nje imeko ukuba ilungelelaniswe nenkqubo kunalo naluphi na olunye uhlobo lokujolisa.

Amaqonga amatsha anikezela ngesakhono sokufaka idatha yeqela lokuqala kwi-DMP, i-CDP, iiseva zentengiso, kunye neminye imithombo, eyathi yakondliwa nge-injini yobukrelekrele, ikhupha ulwazi olunokusetyenziswa kwintengiso yenkqubo. 

Konke oku kuthetha ukuba indibaniselwano yokujolisa kwimeko kunye nedatha yeqela lokuqala inika iimveliso ithuba lokwenza unxibelelwano olusondeleyo kunye nabathengi ngokudibana nomxholo obandakanyekayo kubo.

Ukujoliswa komxholo kuvula uLaleko oLutsha lobuNtengiso kubathengisi

Isizukulwana esilandelayo sezixhobo ezikrelekrele ngokwemeko sinokuvula amathuba anamandla kubathengisi ukuze baxhamle ngakumbi kwiindlela zabathengi kunye nokomeleza ukucwangciswa kweendaba kunye nophando, konke ngokubonelela ngokuqonda okunzulu kokuhamba kunye nomxholo ofanelekileyo.

Ukujoliswa komxholo ayonyusi kuphela injongo yokuthenga, ikwenza njalo kunye nenkcitho encinci, ukwenza ukuba iindleko zecookie emva koguqulo nganye zibe sezantsi kakhulu- impumelelo ebalulekileyo kwimeko yezoqoqosho yangoku. 

Kwaye siqala ukubona ngakumbi izixhobo zokujolisa kwimeko yokufumana idatha yeqela lokuqala kuyo nayiphi na i-DMP, i-CDP, okanye i-Ad Server, ngoku sinokuqala ukubona ukuba oku kungaguqulwa njani kubukrelekrele bemeko yokusebenza kumandla asebenzayo omnichannel, okonga abathengisi abampofu kunye nabathengisi ixesha elininzi kunye nomzamo ngokudala kunye nokuhambisa umxholo ogqibeleleyo ngexesha elinye. Oku ke kuqinisekisa ukuhanjiswa kwemiyalezo eyiyo kwindawo ekhuselekileyo kraca kumboniso, ividiyo, indalo, iaudiyo kunye neTV edlulayo.

Umxholo wentengiso usebenzisa i-AI yenza ukuba uphawu luphindeke ngakumbi, lufaneleke ngakumbi kwaye lubonelele ngexabiso kubathengi, xa kuthelekiswa neentengiso ezijolise kwinqanaba lokuziphatha usebenzisa ii-cookies zomntu wesithathu. Ngokubalulekileyo, iyanceda iiarhente, iiarhente, abapapashi kunye namaqonga entengiso ukujika ikona entsha kwixesha le-cookie, ukuqinisekisa ukuba iintengiso zihambelana nomxholo othile kunye nomxholo kuwo onke amajelo, ngokulula nangokukhawuleza. 

Ukuqhubela phambili, ukujolisa kwimeko kuya kuvumela abathengisi ukuba babuyele kwinto ekufanele ukuba bayayenza - babumba unxibelelwano lokwenyani, olunyanisekileyo kunye novelwano nabathengi kwindawo elungileyo kwaye ngexesha elifanelekileyo. Njengokuthengisa kubuyela kwikamva ', ujoliso kwimeko iya kuba yeyona ndlela ikrelekrele nekhuselekileyo eya phambili yokuqhuba imiyalezo ebangcono, enentsingiselo ngakumbi kwintengiso kwinqanaba.

Fumana ngakumbi malunga nokujoliswa komxholo apha:

Khuphela i-Whitepaper yethu ekujoliswe kuko ngokomxholo

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