Cib-thiab-mortar kav khw tau ua rau muaj txiaj ntsig zoo txij li qhov kawg ntawm kev kaw, tab sis kev lag luam e-lag luam tseem yog cov khw muag khoom muaj zog tshiab. Xyoo no ib leeg, kev yuav khoom hauv online tau kwv yees yuav coj tuaj $ 6.3 trillion hauv cov nyiaj tau los, sawv cev ntau tshaj li ib feem tsib ntawm tag nrho cov kev muag khoom thoob ntiaj teb. Kev nrawm nrawm mus rau 2026, thiab cov nuj nqis no yuav nrawm dua li $ 8 trillion thiab 24%. Yog li, raws li kev lag luam e-lag luam booms, nws tsis yog qhov xav tsis thoob uas pom ntau B2B kev lag luam pivot rau tus qauv lucrative direct-to-consumer (DTC).
Yog tias tswj tau kom raug, ncaj qha rau cov neeg siv khoom (DTC) cov khw muag khoom tuaj yeem hloov pauv koj cov neeg siv khoom sib raug zoo thiab … [+]
txais
Mus ncaj qha
DTC yav dhau los yog kev khaws cia ntawm cov peev txheej-nplua nuj ntau haiv neeg. Tab sis kev yuav khoom hauv is taws nem tau ua rau cov lag luam ntawm txhua qhov ntau thiab tsawg los txiav tawm 'middlemen' xws li cov neeg muag khoom thiab cov khw muag khoom thiab muaj tag nrho cov neeg siv khoom taug kev, los ntawm kev tsim khoom, mus rau kev lag luam, mus rau qhov rooj xa khoom. Ib qho piv txwv zoo ntawm kev ua tiav DTC niaj hnub yog Nike. Cov khaub ncaws ncaws pob loj heev tsis ntev los no thim nws cov khoom los ntawm cov neeg koom tes loj xws li Amazon thiab Urban Outfitters tsom rau kev muag khoom rau cov neeg siv khoom ncaj qha, tsom mus nqa 50% ntawm lub tuam txhab cov nyiaj tau los tag nrho los ntawm kev muag khoom e-commerce.
Yog tias tswj tau kom raug, DTC tuaj yeem hloov pauv koj cov neeg siv khoom sib raug zoo thiab cov txiaj ntsig ntawm tuam txhab. Txawm li cas los xij, nws kuj ua rau muaj kev pheej hmoo ntau dua thiab muaj lub luag haujlwm. Yog tias tsis muaj kev txhawb nqa los ntawm cov khw muag khoom tsim, DTC cov lag luam yuav tsum muaj peev xwm siv cov peev txheej digital kom muaj kev nkag siab zoo, muaj txiaj ntsig zoo rau cov neeg siv khoom hauv online. Lawv yuav tsum tau txheeb xyuas cov ntaub ntawv los pub rau hauv cov tswv yim tseem ceeb thiab qhia txog kev txhim kho cuam tshuam, npaj los ntsuas lawv txoj kev vam meej thiab ua pov thawj lawv cov peev txheej digital.
Kev txheeb xyuas cov ntsiab lus sib txuas thiab cov ncej ntawm kev hloov pauv yog qhov tseem ceeb rau kev hloov cov neeg siv khoom tawg mus rau hauv qhov kev paub zoo kawg-rau-kawg. Yog li, cia peb tshawb nrhiav seb B2B cov lag luam tuaj yeem txhim kho lawv cov CX digital mus rau hauv kev sib tw kom zoo dua, thiab xyuas kom lawv nyob twj ywm ua ntej ntawm kev lag luam niaj hnub no.
Kick tawm ntawm cov neeg siv khoom taug kev
Kev taug kev zoo pib ua ntej tus neeg siv khoom txawm mus txog koj lub vev xaib. Koj yuav tsum nrhiav tau yooj yim, qhov zoo tshaj plaws ntawm thawj nplooj ntawv ntawm Google raws li cov ntsiab lus tseem ceeb. Yog tias qhov ntawd tsis yog lawm, nws tseem ceeb heev uas yuav tsum xav txog kev tshawb fawb cav optimization (SEO) kom ntseeg tau tias koj lub lag luam tsis poob rau hauv kev tshawb fawb qeb duas.
Thaum ib tus neeg siv khoom tau tsaws rau ntawm koj qhov homepage, lawv yuav tsum pom nws yooj yim thiab qab ntxiag rau kev taw qhia. Tab sis zoo li ib zaj nkauj zoo los yog kos duab, piav qhia yog vim li cas ib qho kev paub zoo heev, thiab tom qab ntawd sim tsim peb tus kheej, tuaj yeem xav tsis thoob. Qhov nyuaj no yog sib xyaw ua ke los ntawm '3-nias thiab 7-thib ob qhov kev sib tw': thaum muaj kev sib tw hnyav rau cov pob muag thiab shrinking mloog spans, yog tias peb ua tsis tau raws li cov neeg tuaj saib nyiam hauv 3 clicks lossis 7 vib nas this, ces peb yuav poob lawv qhov zoo.
Ntawm no, peb yuav tsum xav txog peb cov neeg tuaj saib. Dab tsi touchpoints lawv ntsib? Lawv xav pom dab tsi? Peb tuaj yeem ua tus kheej li cas rau qhov kev paub dhau los, yog li nws ua tau raws li lawv qhov kev cia siab? Thiab dab tsi IT muaj peev xwm yuav tsum tau tsim qhov no? Los ntawm kev tshawb xyuas cov neeg siv khoom xav tau thiab tshuaj xyuas cov piv txwv zoo ntawm cov kev sib tshuam zoo sib xws, peb tuaj yeem pib tsim kom muaj kev vam meej hauv online ntawm peb tus kheej.
Qhov twg B2C mus, B2B yuav tsum ua raws
Kev tshawb fawb qhia tau hais tias B2B cov lag luam lag luam poob qab thaum nws los txog rau cov neeg siv khoom digital kev ntsuas ntsuas, qhab nia tsawg dua 50% piv rau B2C's 65-85%. Tom qab tag nrho, kev lag luam B2B ib txwm tau tsom mus rau qeeb-hlwb, kev sib raug zoo ntawm tus kheej nrog cov neeg siv khoom ntau dua li kev muag digital ceev. Tab sis raws li B2B cov neeg siv khoom ua raws li lawv cov B2C cov neeg sib tw thiab nce kev yuav khoom hauv online, cov khw muag khoom tam sim no yuav tsum tau hloov kho lawv cov tswv yim mus rau kev lag luam raws li.
Hmoov zoo, peb tuaj yeem siv peb lub ntsej muag-rau-lub ntsej muag, kev paub hauv thaj chaw los qhia peb cov kev muab digital. Piv txwv li, hom kev xa khoom twg cov neeg siv khoom feem ntau nyiam? Txoj kev them nyiaj nrov tshaj plaws yog dab tsi? Thiab dab tsi cov ntaub ntawv khoom uas lawv feem ntau thov ua ntej txiav txim siab yuav khoom? Armed nrog cov kev nkag siab no, peb tuaj yeem tsim peb cov nplooj ntawv muag digital kom tau raws li peb lub hom phiaj kev lag luam xav tau thiab supercharge muag kev hloov pauv.
Tom qab muag txawm li cas los xij, yog qhov uas peb yuav tsum tau tawm ntawm B2C cov cai thiab tsom mus khaws B2B tus kheej tus kheej kov. Kev lees paub emails thiab kev txiav txim taug qab yog cov cuab yeej muaj txiaj ntsig zoo. Cov ntaub ntawv los ntawm UPS qhia tau tias 94% ntawm peb taug qab kev xa khoom ntawm qee lossis tag nrho peb cov xaj online, thaum ntau tus neeg siv khoom qhia txog kev xav zoo siab ntau rau kev xa khoom tshaj qhov khoom nws tus kheej. Txawm hais tias cov lag luam xa khoom lawv tus kheej los yog siv cov kev pabcuam ua tiav, qhov nrawm, taug qab, thiab tus kheej ntawm cov khoom xa tuaj nyob rau sab saum toj ntawm cov neeg siv khoom niaj hnub no.
Hloov cov ntaub ntawv mus rau hauv cov nyiaj tau los
Ntxiv nrog rau cov nyiaj tau los, cov nyiaj tau los tseem ceeb tshaj plaws los ntawm cov neeg siv khoom kawg mus rau qhov kawg yog cov ntaub ntawv. Kev nkag siab ntau dua ntawm cov neeg siv khoom hauv online navigation, kev coj cwj pwm thiab kev txiav txim ua rau cov lag luam txhim kho kev paub dhau los thiab txhawb kev koom tes. Cov ntaub ntawv tshuaj ntsuam xyuas pab qhia txog dab tsi yog tsav tsheb lossis tiv thaiv kev lag luam, ua pov thawj cov khoom txiav txim siab, tsav cov neeg tuaj saib tshiab rau ntawm qhov chaw, thiab pub rau tus kheej.
Piv txwv li, kev siv cov ntaub ntawv zoo tso cai rau B2B cov khw muag khoom los nthuav qhia cov neeg siv khoom rov qab nrog cov lus pom zoo ntawm cov khoom lag luam, thiab kev txhawb siab zoo li kev txo nqi, kom kaw kev muag khoom sai dua li qub. Thaum kawg, nws ua rau B2B cov lag luam kom paub txog lawv cov neeg tuaj saib yuav luag nrog rau hauv cov hnub qub qub thiab muab kev txhawb nqa tom qab kev yuav khoom.
Thaum peb tau tsim peb txoj kev taug kev digital tshiab, cov kauj ruam kawg yog ntsuas nws txoj kev vam meej. Cov kev ntsuas yuav nyob ntawm tus kheej lub hom phiaj ntawm lub tuam txhab. Tab sis qee qhov kev ntsuas koj tuaj yeem siv suav nrog saib xyuas cov qhab nia txaus siab ntawm cov neeg tuaj saib rau koj lub platform thiab cov kev pabcuam, thiab sau cov nqi ntawm kev txiav txim yeej los ntawm cov neeg siv khoom koom nrog kev lag luam digital.
Hloov mus rau DTC
Kev mus ncaj qha rau cov neeg siv khoom yog qhov kev nqis peev tseem ceeb, yog li nws yog ib qho tseem ceeb kom saib xyuas kev ua tau zoo ntawm koj lub tswv yim kev lag luam tshiab. Qhov yooj yim, qhov ntsuas tau txais kev tswj hwm, thiab qhov twg tau txais kev tswj hwm feem ntau ua tiav. Txhawm rau kom koj cov peev txheej loj tshaj plaws thiab ua raws li cov neeg siv khoom xav tau hloov pauv mus tas li, kev ntsuas ntsuas txuas ntxiv yog ib feem tseem ceeb ntawm koj txoj kev mus rau qhov kawg.
Thaum kawg, kev hloov mus rau DTC tuaj yeem zoo li yog txheej txheem txaus ntshai. Tom qab tag nrho, txhua qhov kev lag luam sib txawv, yog li tsis muaj daim phiaj xwm ua raws li qhov kev lees paub zoo. Yog li, nws yog ib qho tseem ceeb kom nws yooj yim. Tsis tas yuav rov tsim kho koj lub koom haum lossis qauv. Tsuas yog siv koj cov kev paub ntawm cov neeg siv khoom los qhia koj qhov kev muab digital, thiab xyuas kom txhua qhov kev sib tham yog 'yooj yim': yooj yim nrhiav, xaiv, yuav, tau txais, siv thiab tswj. Ib qho yooj yim, intuitive kev paub yog tib txoj kev paub tseeb ntawm kev tsim kev sib raug zoo nrog cov neeg siv khoom hauv online.
Tau qhov twg los: https://www.forbes.com/sites/mikehughes1/2023/02/24/end-to-end-success-how-to-effectively-build-manage-and-measure-customer-journeys/