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Sethala sa Boiphihlelo ba Dijithale (DXP) ke Eng?

Ha re ntse re kenella hare ho nako ea dijithale, maemo a tlholisano a bona phetoho e kholo. Likhoebo kajeno ha li qothisane lehlokoa ho latela boleng ba lihlahisoa kapa litšebeletso tsa bona feela. Sebakeng seo, ba tsepamisitse maikutlo haholo ho faneng ka boiphihlelo bo sa reroang, bo ikhethileng, le bo felletseng ba bareki ba dijithale. Ke mona moo li-Platform tsa Boiphihlelo ba Dijithale (DXPs) kena papaling.

Li-Platform tsa Boiphihlelo ba Dijithale (DXPs) ke Life?

Digital Experience Platforms kapa DXPs ke meralo e kopaneng ea software e etselitsoeng ho hohela basebelisi ho pholletsa le mefuta e mengata ea li-touchpoints tsa dijithale. Sepheo sa mantlha sa DXP ke ho beha moreki setsing, ho fana ka boiphihlelo bo ikhethang le ba motho ka mong.

DXP ke eng? Setšoantšo sa Sistimi
mokitlane: Royal Cyber

Sethala sa Boiphihlelo ba Dijithale se ka hokahana le kapa sa nka sebaka sa litsamaiso tse fapaneng, ho latela litlhoko tse ikhethileng tsa khoebo. Litsamaiso tsena li kenyelletsa:

  1. Sistimi ea Taolo ea Litaba (jpeg): CMS e sebelisoa ho theha, ho laola le ho fetola litaba tsa dijithale. Le ha DXP e ka kenyelletsa CMS, e fetela ka nqane ho taolo e bonolo ea litaba ka ho nolofalletsa boiphihlelo ba motho ka mong le bo sa fetoheng ho li-touchpoints tse fapaneng.
  2. Taolo ea Boiphihlelo ba Tepo (WEM): E ts'oana le CMS empa e na le bokhoni bo eketsehileng ba botho, li-WEM li thusa ho laola litaba tsa dijithale ho liteishene tse ngata tsa webo. Leha ho le joalo, DXP ​​e fana ka bokhoni bo pharaletseng ba ho kopanya le bokhoni ba ho laola liphihlelo tsa bareki ho pholletsa le lintlha tsohle tsa digital.
  3. Taolo ea Letlotlo la Dijithale (DAM): Li-DAM li hlophisa le ho boloka matlotlo a dijithale joalo ka litšoantšo le livideo. Le ha DXP e ka hokahana le lits'ebetso tsa DAM bakeng sa taolo e ntlafalitsoeng ea thepa, e fana ka bokhoni bo felletseng ba ho sebelisana le bareki.
  4. Tsamaiso ea Likamano tsa Bareki (CRM): Li-CRM li lekola le ho laola litšebelisano tsa bareki le data ho pholletsa le bophelo ba bareki. DXP e ka kopanngoa le sistimi ea CRM ho sebelisa data ena le ho theha boiphihlelo ba motho ka mong.
  5. Li-platform tsa E-Commerce: Li-platform tsena li sebetsana le litšebelisano tsa thekiso ea marang-rang le mekhoa e amanang le eona. Li-DXP li ka hokahana le lits'ebetso tsa khoebo tsa e-commerce ho fana ka leeto le se nang moeli la bareki ho tloha ha ba sibolloa ho ea ho reka.
  6. Mehaho ea Tsamaiso ea Boitsebiso (DMP): Li-DMP li bokella le ho sekaseka lintlha tse ngata. Li-DXP li ka sebetsa le li-DMP ho sebelisa lintlha tsena ho fana ka liphihlelo tse ikhethileng.
  7. Lisebelisoa tsa Papatso ea ho Iketsa: Lisebelisoa tsena li iketsetsa mesebetsi e pheta-phetoang ea ho bapatsa. Ka ho hokahana le lisebelisoa tsa othomathike tsa mebaraka, DXP ​​e ka thusa ho netefatsa melaetsa e sa fetoheng ho liteishene tsohle.
  8. Lisebelisoa tsa lisebelisoa: Lisebelisoa tsa litlhahlobo li bokella le ho sekaseka lintlha tse mabapi le boitšoaro ba basebelisi. DXP e ka sebelisa data ena ho ntlafatsa boiphihlelo ba mosebelisi.

Ke habohlokoa ho hlokomela hore sepheo sa DXP ha se ho nkela litsamaiso tsena kaofela sebaka, empa ho e-na le ho li kopanya ho fana ka boiphihlelo bo kopaneng ba dijithale. Likopano tse khethehileng li tla itšetleha ka litlhoko tsa mokhatlo le lisebelisoa tse teng.

Ho na le mefuta efe ea li-DXP?

Li-DXP li tla ka mefuta e fapaneng, e 'ngoe le e 'ngoe e etselitsoe ho sebeletsa sepheo se itseng le ho fihlela litlhoko tse fapaneng tsa khoebo. Mona ke tlhaloso ea liphapang le merero ea mofuta o mong le o mong:

  1. CMS DXP: A Content Management System (CMS) e thehiloeng DXP e etselitsoe ho laola, ho theha le ho fana ka litaba tsa dijithale liteisheneng tse fapaneng. Sepheo sa mofuta ona oa DXP ke ho ntlafatsa tlhahiso ea litaba le mokhoa oa ho aba, ho tsepamisitsoe maikutlo ho fana ka litaba tse lumellanang le tsa botho ho bamameli. Li-DXP tse thehiloeng ho CMS hangata li fana ka bokhoni ba ho laola mefuta e fapaneng ea dikahare (mohlala, mongolo, video, litšoantšo), ho nolofalletsa phetolelo ea litaba le phallo ea mosebetsi, ho tsamaisa SEO, le ho hokahana le lits'ebetso tse ling tse kang mebaraka ea boiketsetso kapa CRM.
  2. Portal DXP: DXP e thehiloeng ho portal e totobatsa phihlello e sireletsehileng, e thehiloeng ho karolo ho tlhahisoleseling le lits'ebeletso, hangata ka har'a khamphani kapa mokhatlo. Li-platform tsena li etselitsoe ho fana ka ntlha e le 'ngoe ea ho fumana mehloli e mengata ea tlhahisoleseding, ho nolofatsa puisano ea ka hare le tšebelisano-'moho, ho arolelana tlhahisoleseding, le tsamaiso ea mosebetsi. Li-DXP tse thehiloeng ho li-portal hangata li sebelisoa ke likhoebo ho etsa li-intranet, li-extranet, kapa li-portal tsa bareki / balekane. Ba fana ka likarolo tse kang netefatso ea mosebelisi, ho iketsetsa motho, ho batla, ho hokahana le lits'ebetso tsa likhoebo, le tse ling.
  3. DXP ea Khoebo: DXP e thehiloeng Khoebong e kopanya bokhoni ba eCommerce le taolo ea litaba le mesebetsi e meng. Morero oa mantlha oa mofuta ona oa DXP ke ho ts'ehetsa thekiso ea marang-rang le ho fana ka boiphihlelo bo ntlafalitsoeng ba ho reka ho bareki. Li-DXP tse thehiloeng khoebong li fana ka bokhoni bo kang taolo ea lethathamo la lihlahisoa, likariki tsa mabenkele le lits'ebetso tsa ho tsoa, ​​ho kopanya liheke tsa tefo, le taolo ea ak'haonte ea bareki. Li-platform tsena li boetse li hokahana le litsamaiso tse ling tse kang taolo ea thepa, taolo ea liodara, le CRM ho fana ka boiphihlelo bo se nang moeli ba eCommerce.

Le ha mefuta e fapana ka ts'ebetso ea eona ea mantlha, DXP ​​e felletseng e ka kopanya likarolo tsena kaofela - likahare, portal, le khoebo - ho fana ka tharollo e le 'ngoe bakeng sa ho fana ka liphihlelo tsa dijithale. Khetho ea mofuta oa DXP e itšetlehile haholo ka litlhoko le merero e khethehileng ea mokhatlo.

Melemo ea Bohlokoa ea ho Kenya Tšebetsong DXP

Lipelo tsa li-DXP li holim'a bokhoni ba tsona ba ho sebelisa datha ho theha boiphihlelo bo ikhethileng le maemo. 

  1. Boiphihlelo bo ikhethileng ba bareki: Li-DXP li thusa likhoebo ho theha boiphihlelo ba bareki ba motho ka mong ka ho bokella le ho sekaseka lintlha tsa mosebelisi ho tsoa ho li-touchpoints tse ngata. Kutloisiso ena e felletseng ea leeto la moreki e lumella likhoebo ho hlophisa linyehelo tsa tsona le ho hokahanya maano a tsona ka nepo.
  2. Pono e Kopanetsoeng ea Leeto la Bareki: DXPs e fana ka pono ea 360-degree ea leeto la bareki, e nolofalletsa likhoebo ho utloisisa seo bareki ba bona ba se ratang, boitšoaro le litšebelisano ho likanale tse fapaneng. Sena, ka lehlakoreng le leng, se thusa ho fana ka phihlelo ea bareki e momahaneng le e se nang moeli.
  3. E Matlafatsa Tšebetso ea Ts'ebetso: Ka ho beha taolo ea litaba bohareng, tlhahlobo ea data, le mesebetsi e meng ea bohlokoa, li-DXP li thusa likhoebo ho ntlafatsa ts'ebetso ea ts'ebetso le ho fokotsa mesebetsi e sa hlokahaleng.
  4. Scalability: Li-DXP li fana ka litlhoko tsa likhoebo tse scalability ho hola le ho ikamahanya le litebello tsa bareki le mekhoa ea mebaraka. Li thusa li-brand ho hokahanya mahlale a macha le li-touchpoints tsa dijithale, ho netefatsa leano la boiphihlelo ba bareki nakong e tlang.

Mohlala, motho ea chesehelang lipapali ha a ntse a bala webosaete ea e-commerce a ka fumana litaba tsa motho ka mong kapa lipapatso tse amanang le lihlahisoa tse ncha tsa lipapali. Ka mokhoa o ts'oanang, mosebelisi ea lulang a reka lihlahisoa tsa bana a ka fuoa litaba tse nepahetseng, joalo ka malebela a botsoali kapa likeletso tsa tlhokomelo ea bana. Litšebelisano tsena tse reriloeng ha li kenye boleng ho moreki feela empa hape li eketsa bots'epehi ba brand le boitlamo.

Zero Party le Lekunutu la Boitsebiso

Lefatšeng leo ho amehang ka boinotšing ba data, li-DXP li boetse li fa likhoebo tse nang le bokhoni bo matla ba ho laola data. Ba ts'ehetsa ho latela melao e fapaneng ea lekunutu ea data, ho netefatsa hore data ea bareki e laoloa ka mokhoa o sireletsehileng le likhetho tsa lekunutu lia hlomphuoa. 

Li-DXP li ka sebelisa zero party (0p) lintlha tsa ho theha boiphihlelo ba dijithale bo etselitsoeng motho ka mong le bo shebaneng le bareki ha u ntse u boloka ho latela melao le litekanyetso tsa lekunutu. Mohlala, haeba moreki a bontša hore o rata sehlahisoa se itseng, DXP ​​e ka hlophisa litaba, lipapatso le likhothaletso mabapi le thahasello ena. Ka mokhoa o ts'oanang, haeba moreki a fana ka maikutlo mabapi le ts'ebeletso kapa sehlahisoa, lik'hamphani li ka sebelisa tlhahisoleseling ena ho ntlafatsa linyehelo tsa tsona.

Lintlha tsa mokha oa Zero li bohlokoa ka ho khetheha mehleng ea melaoana e ntseng e eketseha ea boinotši ba data le matšoenyeho a bareki mabapi le lekunutu. Joalo ka ha e fanoe ka boithatelo ke moreki, e lumella likhoebo ho boloka litšebelisano tsa motho ka mong ha li ntse li hlompha meeli ea lekunutu.

Lik'hamphani li Sebelisa Litaba Joang Bakeng sa li-DXPs?

Ho theha litaba tsa leeto la bareki ka DXP ke ts'ebetso ea mehato e mengata e hlokang ho utloisisa moreki, ho rera litaba, le ho sebelisa bokhoni ba DXP ho kenya tšebetsong moralo. Mona ke kakaretso ea kamoo likhoebo li ka hlahisang litaba tsa maeto a bareki li sebelisa DXP:

  1. Ho Utloisisa Leeto la Bareki: Mohato oa pele o kenyelletsa ho theha kutloisiso e felletseng ea leeto la bareki ba hau. Sena se kenyelletsa ho hloaea lintlha tsa bohlokoa, ho utloisisa litlhoko le boitšoaro ba bareki mothating o mong le o mong, le ho tseba menyetla ea ho ikopanya le bona.
  2. Nts'etsopele ea Motho: Mohato o latelang ke ho nts'etsapele batho ba qaqileng ba emelang likarolo tse fapaneng tsa bamameli ba hau. Batho bana ba lokela ho kenyelletsa tlhahisoleseling mabapi le palo ea batho, mekhoa ea boitšoaro, litšusumetso le lipheo.
  3. 'Mapa oa Litaba: Le Mothoas le methati ea leeto la bareki kelellong, hlahisa 'mapa oa litaba. Sena se lokela ho qaqisa mofuta oa litaba tse hlokahalang mothating o mong le o mong bakeng sa motho ka mong, tse tsamaellanang le litlhoko le likhetho tsa bona tse ikhethang.
  4. Pōpo ea Likateng: Theha litaba tse tsamaellanang le litlhoko tse ikhethileng tsa motho ka mong mohatong o mong le o mong oa leeto. Likahare li lokela ho hohela, li be le bohlokoa, 'me li be tsa bohlokoa, tse reretsoeng ho tataisa moreki leetong la bona hantle.
  5. Ho kenya ts'ebetsong ka DXP: Sebelisa DXP ea hau ho laola le ho fana ka litaba. Li-DXP li fana ka lisebelisoa tsa ho laola litaba, ho iketsetsa motho ka mong, li-analytics, le tse ling, tse u lumellang hore u lebise litaba tsa hau ka katleho, u latele ts'ebetso ea tsona, 'me u etse liphetoho tse hlokahalang ha nako e ntse e ea.
  6. Teko le Ntlafatso: Kamehla leka le ho sekaseka katleho ea litaba tsa hau mohatong o mong le o mong oa leeto la bareki. Sebelisa lintlha tse fumanoeng ho tsoa ho analytics ho ntlafatsa le ho ntlafatsa litaba. Sena se ka kenyelletsa ho fetola litaba ka botsona, ho lokisa nako le moo li tlisoang teng, kapa ho fetola maemo a motho ka mong.
  7. Ntlafatso e Tsoelang Pele (CI): Maeto a bareki ha a eme - a fetoha ha nako e ntse e ea. Kahoo, likhoebo li lokela ho lula li sheba le ho lekola limmapa tsa maeto a bareki, batho, le leano la litaba ho netefatsa hore li lula li ipapisitse le boitšoaro le likhetho tsa bareki.

DXP ke sesebelisoa se u thusang ho laola, ho fana, le ho ntlafatsa litaba tsa hau leetong lohle la bareki empa ke boleng le bohlokoa ba litaba, li kopantsoe le lintlha tse fumanoeng ho tsoa boitšoarong le likhethong tsa bareki, tse tsamaisang boiphihlelo bo ikhethang ba bareki ba dijithale.

Li-platform tsa DXP tse etellang pele

  • Acquia: E tsejoa e le moetapele oa DXPs, Acquia e kopanya Lisosa tsa Drupal tenyetseha le Open Marketing Cloud ho fana ka liphihlelo tse ikhethang tsa bareki. E thusa likhoebo ho tsamaisa liwebsaete tsa tsona ka litaba tse amehang le ho nolofatsa lits'ebeletso tsa liteishene tse ngata.
  • bloomreach: Bloomreach ke DXP e shebaneng le litaba tse matla, phano ea lihlahisoa, le tšebelisano ea bareki. E fana ka botho mme e kopanya mesebetsi e fapaneng ea khoebo sethaleng se le seng, e nolofalletsa barekisi ho utloisisa bareki ba bona hamolemo le ho fana ka litaba tse nepahetseng.
  • Koko dna: Core dna ke sethala sa sejoale-joale sa eCommerce le hybrid CMS se nolofatsang boteng ba hau ba inthanete ka ho kopanya CMS, papatso le khoebo sethaleng se le seng. E fana ka taolo e felletseng ea ts'ebetso ea hau ea ho theha dikahare, e o thusa ho rala, ho tsamaisa, le ho sebelisana 'moho ka lebelo.
  • liferay: Liferay ke tharollo e feto-fetohang ea DXP e sebetsanang le litlhoko tsa khoebo ea hau, mahlale, le lits'ebetso ho theha tharollo ea tloaelo. E thusa likhoebo ho kenyelletsa bamameli ba tsona, ho ntlafatsa ts'ebetso ea ts'ebetso, le ho eketsa chelete e kenang inthaneteng.
  • Neptune: Neptune DXP ke sethala sa ho aha lits'ebetso tse tloahelehileng tse ipapisitseng le li-blocks tse ka sebelisoang hape. E fana ka sebopeho se kopaneng le se hlakileng sa mosebelisi bakeng sa lits'ebetso tsohle tsa hau le libaka tsa marang-rang ho pholletsa le libaka tse fapaneng tsa ho ama, ho etsa hore nts'etsopele ea lits'ebetso tsa sehlopha sa khoebo e potlake.
  • tsoela pele: Tsoelopele ke DXP e thusang likhoebo ho laola boteng ba tsona ba marang-rang le ho ntlafatsa ts'ebetso e sebetsang hantle. E fana ka lisebelisoa tse ngata ho lisebelisoa tsa mehala le marang-rang, 'me e tla le sethala se nolofalitsoeng ke maru se fanang ka scalability e phahameng le ho rarahana ho tlase.
  • Salesforce Experience Cloud: E hahiloe holim'a moralo oa Customer 360, Salesforce's DXP e thusa likhoebo ho fana ka liphihlelo tse hokahaneng tsa dijithale, ho nchafatsa litšebelisano tsa bareki, le ho potlakisa kholo ho liindasteri tse fapaneng li sebelisa libaka tse tsamaisoang ke data, li-portal le lits'ebetso tsa mehala.
  • Sebaka: Sitecore ke DXP e fanang ka kopanyo le stack ea hau ea theknoloji le bokhoni bo felletseng ba ho bapatsa ka dijithale. E fana ka tlhahlobo ea data ea bareki, AI, li-automation tsa mebaraka, le lisebelisoa tsa analytics ho tsamaisa liphetoho le ho khothaletsa bots'epehi ba bareki.
  • SiteGlide: Sethala sa DXP se hapileng likhau bakeng sa likhoebo tse nyane, SiteGlide e fana ka mokhoa o tsamaisoang ke data oa ho theha le ho tsamaisa libaka, limmaraka le li-portal tsa bareki. E fana ka maemo a bonolo bakeng sa lisebelisoa tsa SaaS mme e lumella likhoebo ho laola lits'ebetso, data, le boiphihlelo ba bareki tsamaisong e le 'ngoe.
  • Xperience ka Kentico: Sethala sena se fana ka litaba le taolo ea sebaka sa marang-rang bakeng sa boiphihlelo bo botle ba bareki. Xperience e kopanya lits'ebetso tse fapaneng joalo ka boits'oaro, ho bapatsa ka lengolo-tsoibila, le ho iketsetsa motho ka mong, ho lumella likhoebo ho tsamaisa lekeno le ho matlafatsa boitlamo.
  • zesty: Zesty ke DXP e matla e lumellang lihlopha ho haha, ho ntlafatsa, le ho aba litaba tsa tepo. E shebane le ho fokotsa nako ea nts'etsopele le tlhokomelo, ho e etsa khetho e nepahetseng bakeng sa likhoebo tse ntseng li hola le li-non-techies.

Li-Platform tsa Boiphihlelo ba Dijithale li fetoha sesebelisoa sa bohlokoa ka potlako bakeng sa likhoebo tse batlang ho fana ka boiphihlelo bo holimo ba bareki ba dijithale. Ka ho tsamaisa litšebelisano tsa motho ka mong, tse se nang moeli libakeng tse fapaneng tsa ho ama, li-DXP ha li ntlafatse khotsofalo ea bareki feela empa li kenya letsoho kholisong ea khoebo le katlehong ea mehleng ea dijithale.

Douglas Karr

Douglas Karr ke CMO ea Bula LITLHAKISO le mothehi oa Martech Zone. Douglas o thusitse batho ba bangata ba atlehileng ho qala ka MarTech, o thusitse boitelong bo nepahetseng ba chelete e fetang $5 bilione ho reka le matsete a Martech, mme o ntse a tsoela pele ho thusa lik'hamphani ho kenya ts'ebetsong le ho iketsetsa maano a bona a ho rekisa le ho bapatsa. Douglas ke setsebi le sebui sa MarTech se tsebahalang lefatšeng ka bophara. Douglas hape ke sengoli se hatisitsoeng sa tataiso ea Dummie le buka ea boetapele ba khoebo.

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