Ukubhaka "kubukrelekrele" kwiiPhulo zokuqhuba kwiWebhu

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Iphulo langoku "lokuqhubela kwiwebhu" lingaphezulu kokutyhala abathengi kwiphepha elihambelanayo lokufika. Itekhnoloji yokuhambisa kunye nesoftware yentengiso ehlala iguquka, kunye nokuqonda indlela yokwenza amaphulo anamandla kunye nawomntu avelisa iziphumo zewebhu.

Shift ekugxilwe kuyo

Uncedo olugcinwe yiarhente ephambili enjengeHawthorne kukukwazi ukujonga hayi kuphela kubahlalutyi, Kodwa nokuthathela ingqalelo amava omsebenzisi kunye nokuzibandakanya. Esi sisitshixo sokutsala nokugcina iindwendwe kwiwebhusayithi ezithatha inyathelo, ukukwazi ukuthelekisa umxholo kunye nokuziphatha kwabathengi kunye nemfuno. Iinkampani kufuneka zidibanise umxholo wazo kuwo onke amajelo akhoyo, nokuba ngumdlalo weTV, i-OTT, okanye imithombo yeendaba kwezentlalo- umxholo kufuneka waziswe ngeyona ndlela yokuziphatha. Imiyalezo yokuyila kufuneka isekwe kwimikhwa yokutya eyahlula ababukeli ekujongwe kubo, ke ukuthengisa kuhlala kubetha iithagethi ezilungileyo kunye nemiyalezo elungileyo.

Iifemu zentengiso eziphambili zinokubona unxibelelwano phakathi kweempendulo ezomeleleyo kunye nokuguqulwa kunye namava omsebenzisi kunye nokuziphatha, emva koko wandise umxholo kubhabho ukuphucula i-drive-to-web metrics.

Iteknoloji efunekayo

Ukutshatisa idatha yomntu wokuqala nowesithathu kubalulekile. Oku kubandakanya kungekuphela nje ukuqonda okwenziwa lundwendwe kwiwebhusayithi ngexesha langempela, kodwa nezenzo abazithathayo ngaphambi kokuba bafike kwisiza. Ukwenza oku kungqamanisa amaphulo kunye neendawo ezinesimo esibanzi sokwenza ubuqu, apho idatha evela kumaqonga awahlukeneyo eyahlukeneyo idityaniswa ukuze iphuhlise ukuqonda okujolise kumntu ngamnye. Ukudityaniswa ngokufanelekileyo kwemithombo yedatha emininzi kufuna idatha enkulu kubahlalutyi kunye nokuqonda ukuba yeyiphi idatha ebaluleke ngokwenene ngokubhekisele ekuveliseni iziphumo ezijolise kubathengi.

Ukwakha indawo yedatha ngokubhekisele kwizenzo zeendwendwe kwiwebhusayithi kufuna isicwangciso esicwangciswe kakuhle. Isiseko sobuchwephesha sale ndlela kukusebenzisa ukulandelwa kweepikseli ukubeka esweni isenzo salo lonke undwendwe. Ukuxhotyiswa ngaphezu kwe-1,000 XNUMX i-pixel trackers, abaphathi bephulo banokwakha "incwadi yokudlala" yazo zonke iindwendwe. Banokuqala nge-pixel yokulandela umkhondo ye-UX, ethi ivumele iwebhusayithi ukuba yenze inkqubela phambili eyenza ukuhambisa / ukuthenga / ukusetyenziswa kwesiza ngokukhawuleza kwaye kube lula. I-pixel yomnikezeli wedatha yomntu wesithathu nayo iyasetyenziswa ukuze ubone ezinye iicokies zilandelela undwendwe- zibonelela ngengqokelela yeenkcukacha zomntu wesithathu. Ukulandelela ukubandakanyeka kwimidiya yoluntu lelinye inyathelo lokuqokelela idatha, ngokusebenzisa izixhobo zokulandela umkhondo ukulungelelanisa imisebenzi yoluntu kunye nemikhankaso. Inqaku lawo onke la manyathelo? Ukwenza ukuba ukwahlulwa kwexesha-lokwenyani kunye nokujolisa okungcono ngelixa kuphuculwa indawo kubakhenkethi bexesha elizayo.

Ukubeka ukuSebenzisa kuZenzo

Njengoko umthengisi etsala idatha, banokuphuhlisa umxholo ohambelana ngokwenyani ohambelana nokuziphatha kunye neempawu. Umxholo ubalula bobabini umntu kunye nesona sixhobo. Yile nto wonke umntu akwi-drive-to-web shishini ejolise kuyo, kodwa bayakhubeka kwindlela yokulawula zonke iindawo ezihambayo. Ngombulelo, kukho izixhobo zeteknoloji phaya (kunye nabantu abanamava kwi-helm) abanokubonelela ngokuqonda ukubumba umxholo kunye nokuhanjiswa kwemiyalezo.

Cinga ngezona ndlela zilungileyo zokuphucula i-drive-to-web ad campaigns:

  • Qonda imveliso. Kufuneka kubekho ulungelelwaniso phakathi kwemiyalezo efunekayo ukuchaza imveliso kunye nento eyakuthatha ukwenza ukuba umthengi ahambe ukusuka kulwazi ukuya kwisenzo.
  • Imiyalezo yeTailor kwizixhobo. Imikhankaso eqhutywa zii-analytics eziqhubele phambili ziya kuba nedatha kwizixhobo ezikhethiweyo zokujonga umxholo kwaye ziya kulungelelanisa umxholo ngokufanelekileyo
  • Lungisa isicwangciso seendaba. Tailor umxube weendaba ukulungelelanisa isimilo sabathengi esiqokelelwe kumsebenzisi kubahlalutyi, ukuqonda umahluko kumashishini (nokuba yimveliso yolusu okanye itekhnoloji.)

Inguqu yeWebhu

Ukongeza iindlela ezinkulu "zobukrelekrele" kwiphulo lokuqhuba ukuya kwiwebhu kugxininisa iinguqulelo ezibanzi zewebhu. Sisukile "kwiwebhsayithi ekrelekrele" saya kumaphepha okufika kunye neefowuni, saya kwi "web 2.0". Kwaye ngoku sitshintshela kolunye uhlobo, kunye newebhusayithi ephathekayo eyona ndawo iphambili, kunye nokukwazi ukubonelela ngemiyalezo yomxholo kubantu abathile. Iwebhusayithi ayisiyiyo nje indawo yokuthatha iiodolo, ingumthombo ofanelekileyo weempawu ezinokuthi zisebenzise ukwakha isahlulo, kwaye kwangaxeshanye ukuphucula kunye nokwenza amaphulo kunye nemithombo yeendaba. Le yindlela entsha yokwenza i-drive-to-web, ngokuchasene nendlela yengubo yokufikelela kumaninzi kangangoko kunokwenzeka kwaye unethemba lokuba abanye babo bathathe inyathelo.

Ukulandelelwa kwabatyeleli bewebhusayithi kuchanekile ngokungaqhelekanga, umzekelo umzekelo ukukwazi ukulinganisa ukuba umthengi uhamba ixesha elingakanani "kuthenga ngoku" ngaphambi kokuba bacofe. Iifemu zentengiso kunye neempawu ezifuna impumelelo yexesha elide kwimikhankaso yabo yokuqhuba ukuya kwiwebhu ziya kwamkela ulwazi lwengcombolo. Ukwazisa akusekho njongo, imalunga nokujolisa kwindlela yokuziphatha.

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