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Bonono le Saense ea ho Ntlafatsa Leeto la Bareki ka 2023

Ho ntlafatsa leeto la bareki ho hloka tlhokomelo e sa feleng ha lik'hamphani li ntse li fetola maano a tsona ho fetola mekhoa ea bareki ka potlako, mekhoa ea ho reka le maemo a moruo. Bahoebi ba bangata ba hloka ho fetola maano a bona kapele…

Hoo e ka bang karolo ea 60 lekholong ea thekiso e ka lahleha ha bareki ba bolela hore ba batla ho reka empa qetellong ba hloleha ho nka khato. Ho ea ka phuputso ea lipuisano tse rekotiloeng tse fetang limilione tse 2.5.

Harvard Business Review

Haholo-holo tikolohong ea kajeno ea mabenkele a dijithale, lik'hamphani li tlameha ho tseba tsebo le mahlale a ho ntlafatsa leeto la bareki kapa ho lahleheloa ke thekiso, ho khelosa bareki le ho fokotsa boleng ba brand. 

Bakeng sa likhoebo tse batlang ho ikamahanya le maemo a morao-rao, mona ke mekhoa e mehlano e metle ea ho ntšetsa pele sehlopha sa bareki ba mofuta oa 2023. 

1. Iketsetse Ntlafatso ea Leeto la Bareki (CJO)

Li-brand li tlameha ho nahana bocha leetong la tsona la bareki le mekhoa ea liletsa ho ikarola ka 2023 le ho feta. Maikutlo a sa lebelloang a hloka ho lahleloa ka ntle 'me a nkeloe sebaka ke mohlala oa protocol o arabelang, o tsamaisoang ke analytics-best-best-action protocol. 

E ncha CJO mohlala, li-analytics le orchestration layer tse shebaneng le bareki le litebello li tlameha ho phahamisa li-analytics tsa nako ea nnete le li-profiles tse tsoelang pele ho supisa moreki lits'ebetsong tse latelang tse tsamaisang botšepehi, ho eketsa thekiso le ho khothaletsa botsitso. 

Brands e ka ntlafatsa AI ho theha boiphihlelo bo phelang, bo matla bo utloang le ho arabela boitlamo ba bareki ho etsa mesebetsi ea matsoho le ho hasanya litšebelisano tse ncha, tsa nako ea nnete. 

2. Itšetlehe ka Tsamaiso ea Ts'ebetso ea Nako ea 'Nete (RTIM)

Brands ka retelehela ho RTIM ho fana ka karabelo e phahameng ka ho fetisisa le litefiso tsa phetoho.

Bareki ba bangata ba kajeno ba dijithale-pele, ho kenyeletsoa Gen Z, ba bacha ba lilemo tse sekete, esita le li-boomers tsa tech-savvy, lebella ho fumana boleng ba boemo bo holimo ha ba tsetela puisanong ea mocha. Leha ho le joalo…

Liperesente tse 44 tsa bareki ba Gen Z le liperesente tse 43 tsa ba likete tse sekete ba sebelisitse boiteko bo fetang boo ho neng ho lebelletsoe ho phethela tšebelisano.

Tlhaloso

Selemong se tlang, nako ke chelete e ncha. Ho itšetleha ka leano la RTIM le tsamaisoang ke li-analytics tse tsoetseng pele le li-protocol tse ntlafalitsoeng ke AI ke tsela e molemohali ea ho netefatsa hore phapanyetsano ea boleng e phethoa ka tsela e matlafatsang khokahanyo ea maikutlo ho lets'oao le ho supa lintlha tse ka bang bohloko ho ntlafatsa leeto la ho reka le ho khotsofatsa litebello tsa bareki. 

3. Amohela Hyper-Personalization 

Ha nako e ntse e le chelete e ncha, senotlolo sa ho theha batho ba tšepahalang ba mofuta oa mofuta o mocha oa dijithale ke ho etsa hore tšebelisano e 'ngoe le e 'ngoe e be ea botho. Haholo-holo, litaba tse fetileng tse fanoeng ho moreki kapa tebello li tlameha ho hahuoa holim'a phapanyetsano e latelang. 

Ka mantsoe a mang, ketso e 'ngoe le e' ngoe e latelang e lokela ho ba le boleng bo eketsehileng ho latela pono ea moreki.

At Moqomo, re bula maliboho litaba tse tsamaisoang ke AI tse entsoeng ka nako ea sebele ho latela mofuta oa tšebelisano ea bareki, ho utloisisa hore hyper-personalization ke ea bohlokoa ho hokahana le bareki. 

Ho sa le joalo, lihlahisoa tse ngata li tsoela pele ho itšetleha ka static Content Management Systems (jpeg), ho sutumelletsa litaba, tseo lefats'eng la kajeno le potlakileng, la pele la dijithale, e kanna ea ba e se e siiloe ke nako ebile e se na thuso ho bamameli ba lebelletseng puseletso ea boleng bo holimo ho matsete a bona a nako. 

Ka mantsoe a bonolo feela, e le hore u atlehe selemong se tlang, lihlahisoa li tla fana ka litaba tse ruileng, tse lebisitsoeng haholo.

4. Harness Segmentation hore Tsoelang Pele Fetola 

Li-brand tse hlolang mehleng ea dijithale li batla ho fetolela litšupiso tse sa tsejoeng tse hlahisoang ke papatso ho litebello tse tsebahalang le bareki. Ena ke ntho e tlang pele eo lik'hamphani li lokelang ho e fihlela kapele kamoo ho ka khonehang le lipuisanong tsohle tsa bareki.

Sena se finyelloa ka digitally ka ho kopanela ho phapanyetsano ea boleng mohlala le bareki le menyetla. 

Mokhoa ona o batla ho fana ka boleng bo hlakileng ho bareki ba sa tsejoeng le menyetla ea ho itsebahatsa ka ho ba putsa, ho ba buseletsa, kapa ho ba susumetsa ka litekanyetso tse bonahalang le tsa maikutlo. 

5. Kopanya "Golden Record" ea Customer 360-Degree 

Mehaho ea motheo ea data e lumellang mekhoa e metle e ka holimo e lutse ho theheng moreki 360-degree Golden Record. 

Boiteko bona bo tsoelang pele ba ho fana ka boitsebiso bo shebaneng le phapanyetsano ea boleng bo tlameha ho bokella tlhahisoleseding ho phethela molao-motheo o tataisang oa 80/20, o itšetlehileng ka profil e tsoelang pele ho fana ka pono e le 'ngoe ea bareki libakeng tsohle tsa ho ama. 

Ka ho khetheha, tsepamisa maikutlo ho khothaletsong bareki ho fana ka liphesente tse 20 ya data e fanang ka 80 lekholong ea boleng. Sena se ka kenyelletsa nako, likhothaletso tsa sehlahisoa, kapa likhothaletso tsa lichelete joalo ka litlankane le litheolelo. 

Taba ea Boithuto ha ho Koaloa 

Haholo-holo, ha tekanyo ea ho kopanya e phahametse matla ana a mahlano, boleng ba puisano e 'ngoe le e 'ngoe e latelang ea bareki e tla ba holimo.

Ka mohlala, nahana ka mofuta oa bohlokoa oa lijo tsa lapeng o ikemiselitseng ho tsepamisa maikutlo ho phoofolo ea lapeng ho e-na le motsoali oa lapeng. Lets'oao le sebelisa bokhoni bo kaholimo ho tsoela pele ho haha ​​​​profaele e tsoelang pele ea phoofolo ea lapeng, ho bokella lintlha tse nepahetseng ho tsebisa leeto la bareki. 

Bakeng sa moreki enoa, Verticurl e sebelisa nako ea 'nete, tlhahiso e tsoelang pele ea taolo ea dikahare ho bareki le litebello tse ekelitseng litefiso tsa moqoqo haholo ka nako e telele. KPIs

Ka ho bapatsa liforomo tsa lijo tsa liphoofolo tse ruuoang lapeng ba sebelisa tsebo e haufi-ufi ea phoofolo ea lapeng, ba theha maqhama a maikutlo le mong'a phoofolo ea lapeng e tsamaisang botšepehi ba brand ho isa maemong a ke keng a fetisoa ke mabitso a sa kopaneleng kamanong e haufi-ufi ea bareki / phoofolo ea lapeng.

Ts'ebetso ena e kopana le bareki moo ba leng teng, e ba kopanya ka litaba tse ikhethileng, tse bohlokoa tse tsoelang pele ho ntlafatsa leeto la bareki, 'me qetellong li fetole menyetla ea ho fana ka sephetho se tšoarellang. 

Dennis DeGregor

Dennis DeGregor o sebeletsa e le Motlatsi oa Mopresidente, Global Experience Data Practice, ho Moqomo, e leng WPP khampani le karolo ea Ogilvy Group. Dennis o na le rekoto e pharalletseng ea lehlakoreng la bareki le li-brand tsa Fortune 500 phetohong ea khoebo ea CX, leano la data, analytics, le theknoloji e ntlafatsang molemong oa khoebo oa tlholisano. Dennis o tsebahala ka ho aha lihlopha tse sebetsang hantle tse potlakisang boikitlaetso ba ho Fetola Boiphihlelo bo sa feleng ba bareki ka boqapi ba maano a data. O ngotse libuka tse peli mabapi le data ea khoebo, strategic AI, le ho sebelisa Marang-rang a lefats'e molemong oa tlholisano ka phetoho ea CX e tsamaisoang ke data: HAILOs: Ho qothisana lehlokoa le AI nakong ea Post-Google 'me Khoebo e Bonaletsang Bareki.

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