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Ua nui nā ʻatikala e pili ana i nā huakaʻi a ka mea kūʻai mai i nā makahiki i hala iho nei a pehea e pono ai i nā ʻoihana ke hoʻololi i ka digital e hoʻokau i nā loli i ka ʻano kūʻai. ʻO nā ʻāpana a ka mea kūʻai aku e hele ai i loko kahi ʻano koʻikoʻi o kāu hoʻolālā kūʻai āpau a kūʻai aku e hōʻoia e hāʻawi ana ʻoe i ka ʻike i nā prospect a i ʻole nā ​​mea kūʻai mai kahi a lākou e ʻimi nei iā ia. Ma kā Gartner's CSO hōʻano hou, hana lākou i kahi hana kupaianaha o ka hoʻokaʻawale ʻana

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Ua hoʻonui ʻia ka hoʻololi digital ma 2020 no ka mea pono ia. ʻO ka maʻi ahulau i hana i nā kaʻina hana kaiaulu a pono hou i ka noiʻi huahana a me ke kūʻai ʻana no nā ʻoihana. Ua koi ʻia nā ʻoihana i loaʻa ʻole kahi kikohoʻe ikaika e hoʻomohala koke i hoʻokahi, a neʻe nā alakaʻi ʻoihana e hoʻonui i ka nui o ke kahawai kikohoʻe i hana ʻia. He ʻoiaʻiʻo kēia i loko o ka B2B a me kahi B2C: Loaʻa paha i ka maʻi ākea i nā palapala alanui hoʻololi wikiwiki

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No ke aha i kūleʻa ai ka kūleʻa i kahi hoʻolālā kolohe. Me ka hōʻemi ʻana i nā moʻo kūʻai aku, lana ka manaʻo o nā CMO e pili ana i kā lākou hiki ke hoʻokō i kā lākou mau pahuhopu i ka makahiki 2020 e like me kā Gartner makahiki 2019-2020 CMO Spend Survey. Akā ʻo ka manaʻolana me ka ʻole o ka hana he counterproductive a he nui nā CMO e hāʻule ʻole e hoʻolālā no nā manawa paʻakikī i mua. ʻOi aku ka wikiwiki o nā CMO i kēia manawa ma mua o ka wā o ka hoʻokele waiwai hope loa, akā ʻaʻole ia he manaʻo hiki iā lākou ke ʻaʻa i lalo e holo i kahi pilikia.

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Ua hele mai nā Papa Manaʻo ʻIkepili (DMPs) i ka hanana i kekahi mau makahiki i hala aku nei a ʻike ʻia e ka poʻe he ʻoia ka mea hoʻopakele o ke kālepa. Maʻaneʻi, ʻōlelo lākou, hiki iā mākou ke loaʻa ka "moʻolelo gula" no kā mākou mea kūʻai aku. I ka DMP, hoʻohiki nā mea kūʻai aku hiki iā ʻoe ke hōʻiliʻili i nā ʻike āpau āu e pono ai no ka ʻike 360-kekelē o ka mea kūʻai aku. ʻO ka pilikia wale nō - ʻaʻole maoli ia. Hoʻākāka ʻo Gartner i kahi DMP ma ke ʻano he polokalamu i lawe i ka ʻikepili mai nā kumuwaiwai he nui

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He mea hoihoi ia e heluhelu ana i kā Gartner wānana o nā ʻenehana he 10 kiʻekiʻe no 2011 ... a pehea ka ʻano o kēlā me kēia wānana e pili ana i ka pāʻoihana kamepiula. ʻOiai nā holomua i ka mālama ʻana a me nā lakohana e hoʻopili ana i nā hiki o nā ʻoihana e launa a kaʻana like i ka ʻike me nā mea kūʻai aku a me nā prospect e wikiwiki a me ka maikaʻi. Nā ʻenehana ʻenehana he ʻekahi no ka 2011 Cloud Computing - Aia nā lawelawe computing cloud ma kahi pae o ka lehulehu mai nā lehulehu ākea a pani pilikino ʻia. ʻO nā makahiki ʻekolu e hiki mai ana e ʻike i ka lawe ʻana