Mubice bimwe byamamaza, ushobora kuba waratangiye kumva ijambo "itangazamakuru ryubucuruzi" rigaragara. Ni ukubera ko ari uburyo bushya bwo kwamamaza hifashishijwe uburyo bwo guhindura imikorere. Nyamara, itangazamakuru ryubucuruzi nimwe mumagambo asa nkayoroshye, ariko iyo umuntu agerageje kubisobanura, abantu benshi barumirwa.
Itangazamakuru ryubucuruzi niyamamaza rihuza abakiriya ibicuruzwa na serivisi murugendo rwose rwo kugura, haba kumubiri ndetse no muburyo bwa digitale, bihuza neza ishoramari ryamamaza nibikorwa.
Nubwo bisa nkaho byoroshye, itangazamakuru ryubucuruzi nuburyo bwo kwamamaza butandukanye kandi buracyari shyashya. Hano haribintu icumi byingenzi byerekeye itangazamakuru ryubucuruzi kugirango dusobanure amahame shingiro:
1. Itangazamakuru ryubucuruzi nigitekerezo gishya kandi kigenda gihinduka.
Iri jambo ryamamaye cyane no kumenyekanisha amafaranga yinjira mu rubuga rwa Amazone mu 2022, aherekejwe n’isezerano ryo kubona amakuru atigeze aboneka ku makuru y’ubucuruzi ku bicuruzwa, ndetse no kwinjiza amafaranga mashya ku bacuruzi. Nubwo hagenda hagaragara itangazamakuru ryubucuruzi, urusobe rwibinyabuzima rufite inzira ndende yo kumenya neza inyungu zarwo.
2. Itangazamakuru ryubucuruzi ntirigenga umuyoboro wo kugurisha.
Ibitangazamakuru byubucuruzi bikubiyemo guhuza ibitangazamakuru byose bishobora guhuzwa no kugurisha kumurongo no kumurongo, cyangwa gukoresha amakuru yubucuruzi kugirango utezimbere kandi utezimbere ibyiciro byabumva. Ibi birimo gutanga ibicuruzwa mububiko bwumubiri, kumasoko, hamwe na e-ubucuruzi, hamwe nibirimo hamwe namakuru.
3. Itangazamakuru ryubucuruzi ntiribaho nta makuru na AI.
Ibitangazamakuru byubucuruzi ibyiciro hamwe nibigamijwe bishingiye kumibare yubucuruzi (kwisi-nyayo-abakiriya / ibyifuzo byurugendo nubucuruzi) kugirango bamenyeshe ibyemezo byamamaza, kunoza intego, gukora amatangazo meza kandi meza, no gutanga uburambe bwiza bwabaguzi.
Ibi birashoboka gusa binyuze mubwenge bwubukorikori, bushobora gusesengura no gutunganya amakuru yubucuruzi kugirango hategurwe uburyo bwo guhanura butezimbere ibyifuzo no gupiganira amasoko. Irashobora kandi gufasha abamamaji kunoza abumviriza mugushaka amafaranga.
4. Itangazamakuru ryubucuruzi rigwiza amafaranga kubatamamaza.
Ubwoko bwinshi bwubucuruzi bushobora kungukirwa nubu buryo, harimo abamamaza, ibigo, urubuga rwo gusesengura amakuru, urubuga rwo gupima itangazamakuru, hamwe nabandi bakinnyi bashyigikira abakora itangazamakuru mubisubizo byo gutwara, bityo bakagwiza amafaranga binjiza.
5. Ikintu kinini kibuza itangazamakuru ryubucuruzi ni ugucamo ibice.
Nta buryo bumwe bwibitangazamakuru byubucuruzi - buri mukinnyi ku isoko (abadandaza, amasoko, cyangwa imbuga za e-ubucuruzi) afite uburyo bwihariye bwo kuganira kubyamamaza, gusobanura abumva, politiki, no gukoresha amakuru. Kubirango, ibi bituma bigora kugera kubo bagenewe, ndetse no gupima ROI yo kwiyamamaza. Rero, umuhate wo guhuza no guhuza isoko birashobora kuba iterambere ryambere ryo kongera amafaranga kubitabiriye amahugurwa bose.
6. Itangazamakuru ryubucuruzi ntabwo ari itangazamakuru ricuruza.
Abacuruzi bari mubakinnyi ba mbere mubitangazamakuru byubucuruzi, ariko uburyo bufite abakinnyi bashya, abashya. Ariko, izindi nganda, nk'imodoka, indege, amahoteri, hamwe nubukungu bwisaranganya, bizana amakuru yihariye hamwe nubushobozi, hamwe nubwoko butandukanye bwubucuruzi.
7. Ibitangazamakuru byubucuruzi bikusanya ubushishozi burenze gucuruza.
Kuberako ntabwo ari ubucuruzi bwinshi gusa ahubwo ninzego zinyuranye, itangazamakuru ryubucuruzi rifite imibare yimyitwarire no guhererekanya kuva mugari mugari wibidukikije ndetse nababumva. Ubu bushishozi burashobora kurushaho kunoza ibice no kwimenyekanisha, kimwe no kwagura ibicuruzwa.
8. Itangazamakuru ryubucuruzi ryagura amahirwe muri ecosystem ya digitale.
Itangazamakuru ryubucuruzi ryagura intera yimiyoboro gakondo ihuza porogaramu kandi ikerekana uburambe ku bicuruzwa hamwe nuburambe bwo kurubuga kurubuga rufunguye no mububiko bwumubiri. Iyi moderi itanga amahirwe kubamamaza ibicuruzwa bitamenyekana kurubuga rwabacuruzi, yemerera abamamaji gushyira mubikorwa ingamba zishingiye ku bucuruzi bw’amafaranga, kandi igaha imbaraga abaguzi b’ibitangazamakuru n’abagurisha kumenya agaciro kiva mu makuru y’ishyaka ryabo rya mbere.
9. Ibitangazamakuru byubucuruzi ni byose kandi byuzuye-byuzuye.
Ibitangazamakuru byubucuruzi ntibigarukira gusa kubakiriya aho bigurishwa, ariko mumihanda yose no mubyiciro byose byo kugurisha - mugihe ingingo zishobora kwitirirwa ibikorwa. Ibi bivuze ko ingamba zishobora gukoreshwa kuva mubushakashatsi bwambere kugeza kugura bwa nyuma - kumenya, gutekereza, no guhinduka.
10. Itangazamakuru ryubucuruzi nuburyo bwinshi kandi butandukanye.
Kugirango uhuze nabaguzi muri ruhurura, itangazamakuru ryubucuruzi ryakira imiterere ninzira zitandukanye, birenze kure iyamamaza ryatewe inkunga risanzwe rifitanye isano nibitangazamakuru bicuruza, harimo na videwo, kwerekana, imiterere, amatangazo yamamaza, CTV, OOH, na SMS, nibindi.
Kugeza ubu, itangazamakuru ryubucuruzi kuri interineti ifunguye ryacitsemo ibice, hamwe n’ibisabwa ku mpande zombi (DSPs), urubuga rutanga amasoko (SSPs), hamwe n’ibicuruzwa SSP ikora bitandukanye. Ariko nkuko ubuzima bwite bukomeje kuba icyambere mubidukikije, abashoramari naba nyiri itangazamakuru bazashakisha ibisubizo byinshi byogucunga, gucunga, no gukora amakuru yishyaka ryambere hamwe nababumva. Umwanya wibitangazamakuru byubucuruzi biteganijwe ko uzatera imbere byihuse muri utwo turere, byorohereza abashoramari naba nyiri itangazamakuru gukorera hamwe kugirango batange ubunararibonye bwabaguzi.
