{"id":29406,"date":"2021-06-02T10:45:56","date_gmt":"2021-06-02T02:45:56","guid":{"rendered":"https:\/\/www.awoo.ai\/?p=29406"},"modified":"2022-09-21T16:47:37","modified_gmt":"2022-09-21T08:47:37","slug":"2021-martech-trend-taiwan-martech-landscape","status":"publish","type":"post","link":"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/","title":{"rendered":"2021 Martech \u8da8\u52e2\u6709\u54ea\u4e9b\uff1f\u53f0\u7063MarTech Landscape\u5b8c\u6574\u89e3\u6790"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u884c\u92b7\u79d1\u6280\u7576\u9053\uff0c\u9019\u662f\u8a31\u591a\u4eba\u884c\u92b7\u4eba\u7684\u5171\u8b58\u3002\u5728\u7d93\u6b77\u4e86 COVID-19 \u75ab\u60c5\uff0c\u8b93\u8a31\u591a\u4eba\u4e86\u89e3\u5230\u300c\u7dda\u4e0a\u300d\u7684\u91cd\u8981\u6027\uff0c\u800c\u62dc\u79d1\u6280\u6240\u8cdc\uff0c\u884c\u92b7\u53ef\u4ee5\u900f\u904e\u5404\u5f0f\u5404\u6a23\u7684\u5de5\u5177\u4e86\u89e3\u9867\u5ba2\u7684\u884c\u70ba\u3002\u56e0\u6b64\u73fe\u5728\u4f01\u696d\u4e0d\u7ba1\u8981\u9032\u884c\u4f55\u7a2e\u884c\u92b7\u7b56\u7565\uff0c\u4e00\u5b9a\u90fd\u6703\u628a Martech \u5de5\u5177\u5217\u5165\u8003\u616e\uff0c\u4f86\u9054\u5230\u66f4\u7cbe\u6e96\u7684\u884c\u92b7\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u884c\u92b7\u79d1\u6280\u4e4b\u7236 Scott Brinker \u7e31\u6a6b\u884c\u92b7\u754c 20 \u591a\u5e74\uff0c\u4e00\u76f4\u81f4\u529b\u65bc\u8b93\u884c\u92b7\u5de5\u5177\u66f4\u65b9\u4fbf\uff0c\u5728\u904e\u53bb\u4e0d\u65b7\u5730\u63a8\u5ee3\u884c\u92b7\u79d1\u6280\u5de5\u5177\uff0c\u88fd\u4f5c\u4e86 Martech Landscape \u5730\u5716\uff0c\u5f9e\u539f\u672c\u7684 150 \u5bb6\uff0c\u5df2\u7d93\u9032\u5c55\u5230\u73fe\u5728\u76845000\u5bb6\uff0cMartech Landscape\u5730\u5716\u4e0a\u5145\u6eff\u63d0\u4f9b\u9019\u7a2e\u884c\u92b7\u79d1\u6280\u670d\u52d9\u516c\u53f8\u3002\u4e4b\u5f8c\u4e0d\u540c\u7684\u570b\u5bb6\u884d\u4f38\u51fa\u81ea\u5df1\u7684\u5730\u5716\u3002\u53f0\u7063\u4e5f\u5728\u4e9e\u592a\u884c\u92b7\u6578\u4f4d\u8f49\u578b\u806f\u76df\u5354\u6703 (\u7c21\u7a31 AMT) \u6210\u7acb\u4e4b\u969b\uff0c\u64c1\u6709\u53f0\u7063\u81ea\u5df1\u5c08\u5c6c\u7684Martech Landscape\u3002\u8017\u6642\u4e86\u5c07\u8fd1\u4e00\u5e74\u7684\u6642\u9593\u7814\u7a76\uff0c\u7d93\u6b77\u904e\u53cd\u8986\u8a0e\u8ad6\uff0c\u5b8c\u6210\u4e86\u9019\u4e00\u4efd\u53f0\u7063 Martech \u5730\u5716\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-29407 size-full\" src=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/2021-taiwan-landscape.jpeg\" alt=\"2021 taiwan landscape\" width=\"1400\" height=\"611\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/2021-taiwan-landscape.jpeg 1400w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/2021-taiwan-landscape-600x262.jpeg 600w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/2021-taiwan-landscape-1000x436.jpeg 1000w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/2021-taiwan-landscape-768x335.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<p style=\"text-align: center;\">\u4f86\u6e90\uff1a\u4e9e\u592a\u884c\u92b7\u6578\u4f4d\u8f49\u578b\u806f\u76df\u5354\u6703<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u76ee\u9304<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u986f\u793a\/\u96b1\u85cf\u5167\u5bb9\u76ee\u9304\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 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class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#5_%E6%95%B8%E6%93%9A%EF%BC%88Data%EF%BC%89\" >5. \u6578\u64da\uff08Data\uff09<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#6_%E6%B5%81%E7%A8%8B%E8%88%87%E7%AE%A1%E7%90%86%EF%BC%88Process_and_Management%EF%BC%89\" >6. \u6d41\u7a0b\u8207\u7ba1\u7406\uff08Process and Management\uff09<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#%E5%85%A5%E9%81%B8%E5%8F%B0%E7%81%A3MarTech_Landscape%E5%85%AC%E5%8F%B8%E9%87%8D%E9%BB%9E%E9%A0%98%E5%9F%9F%E5%9C%A8%E5%93%AA%E8%A3%A1%EF%BC%9F\" >\u5165\u9078\u53f0\u7063MarTech Landscape\u516c\u53f8\u91cd\u9ede\u9818\u57df\u5728\u54ea\u88e1\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#2021_%E5%85%AD%E5%A4%A7Martech%E8%B6%A8%E5%8B%A2\" >2021 \u516d\u5927Martech\u8da8\u52e2<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#1%E7%84%A1%E7%A8%8B%E5%BC%8F%E7%A2%BC%E7%9A%84Martech%E5%B7%A5%E5%85%B7%E5%B4%9B%E8%B5%B7\" >1.\u7121\u7a0b\u5f0f\u78bc\u7684Martech\u5de5\u5177\u5d1b\u8d77<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#2%E7%8F%BE%E6%9C%89Martech%E5%B7%A5%E5%85%B7%E8%BF%AD%E4%BB%A3%E7%9A%84%E9%A9%97%E8%AD%89\" >2.\u73fe\u6709Martech\u5de5\u5177\u8fed\u4ee3\u7684\u9a57\u8b49<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#3%E4%BD%BF%E7%94%A8Martech%E5%B7%A5%E5%85%B7%E9%A9%85%E5%8B%95%E4%BC%81%E6%A5%AD%E6%88%90%E9%95%B7\" >3.\u4f7f\u7528Martech\u5de5\u5177\u9a45\u52d5\u4f01\u696d\u6210\u9577<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#4%E7%AB%B6%E9%80%90%E5%80%8B%E4%BA%BA%E5%8C%96%E8%A1%8C%E9%8A%B7\" >4.\u7af6\u9010\u500b\u4eba\u5316\u884c\u92b7<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#5%E5%9F%B7%E8%A1%8C%E6%95%88%E7%8E%87%E6%9C%80%E5%A4%A7%E5%8C%96\" >5.\u57f7\u884c\u6548\u7387\u6700\u5927\u5316<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#6%E9%AB%98%E5%BA%A6%E6%B3%A8%E9%87%8D%E5%80%8B%E4%BA%BA%E5%8C%96%E5%85%A7%E5%AE%B9%E8%88%87%E6%B6%89%E5%85%A5\" >6.\u9ad8\u5ea6\u6ce8\u91cd\u500b\u4eba\u5316\u5167\u5bb9\u8207\u6d89\u5165<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#awoo_%E4%B8%89%E5%A4%A7Martech%E6%9C%8D%E5%8B%99%EF%BC%9A%E6%B5%81%E9%87%8F%E6%88%90%E9%95%B7%E3%80%81%E5%95%86%E5%93%81%E6%8E%A8%E8%96%A6%E3%80%81%E5%86%8D%E8%A1%8C%E9%8A%B7%E5%BC%95%E6%93%8E\" >awoo \u4e09\u5927Martech\u670d\u52d9\uff1a\u6d41\u91cf\u6210\u9577\u3001\u5546\u54c1\u63a8\u85a6\u3001\u518d\u884c\u92b7\u5f15\u64ce<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#%E6%B5%81%E9%87%8F%E6%88%90%E9%95%B7%E5%BC%95%E6%93%8E_%E2%80%93_Traffic_Engine\" >\u6d41\u91cf\u6210\u9577\u5f15\u64ce &#8211; Traffic Engine<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#%E5%95%86%E5%93%81%E6%8E%A8%E8%96%A6%E5%BC%95%E6%93%8E_%E2%80%93_Recommendation_Engine\" >\u5546\u54c1\u63a8\u85a6\u5f15\u64ce &#8211; Recommendation Engine<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/#%E5%86%8D%E8%A1%8C%E9%8A%B7%E5%BC%95%E6%93%8E_%E2%80%93_Retention_Engine\" >\u518d\u884c\u92b7\u5f15\u64ce &#8211; Retention Engine<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%E5%85%AD%E5%A4%A7Martech%E9%A0%98%E5%9F%9F%EF%BC%8C%E5%8A%83%E5%88%86%E5%87%BA%E5%8F%B0%E7%81%A3Martech%E5%85%AC%E5%8F%B8\"><\/span><span style=\"font-weight: 400;\">\u516d\u5927Martech\u9818\u57df\uff0c\u5283\u5206\u51fa\u53f0\u7063Martech\u516c\u53f8<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u53f0\u7063 Martech \u5730\u5716\uff0c\u6839\u64da\u5ee3\u544a\u6280\u8853\u3001\u5167\u5bb9\u8207\u9ad4\u9a57\u3001\u793e\u7fa4\u8207\u95dc\u4fc2\u3001\u5546\u696d\u8207\u92b7\u552e\u3001\u6578\u64da\u4ee5\u53ca\u6d41\u7a0b\u8207\u7ba1\u7406\u516d\u5927\u9818\u57df\u8cc7\u6599\u4f86\u5283\u5206\u3002awoo\u9019\u908a\u8aaa\u660e\u9019\u516d\u5927\u9818\u57df\uff0c\u8b93\u4f60\u66f4\u6df1\u5165\u4e86\u89e3 Martech \u9818\u57df\u3002<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1%E5%BB%A3%E5%91%8A%E6%8A%80%E8%A1%93Advertising_Promotion\"><\/span><span style=\"font-weight: 400;\">1.\u5ee3\u544a\u6280\u8853(Advertising &amp; Promotion)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u900f\u904e\u79d1\u6280\u6280\u8853\u7cbe\u6e96\u6295\u653e\u5230\u76ee\u6a19\u53d7\u773e\u4e0a\uff0c\u5f8c\u53f0\u63d0\u4f9b\u6578\u64da\u4e86\u89e3\u5ee3\u544a\u6295\u653e\u6548\u76ca\uff0c\u4f8b\u5982\u8f49\u63db\u7387\u3001cpc \u7b49\uff0c\u8b93\u884c\u92b7\u9032\u4e00\u6b65\u512a\u5316\u5ee3\u544a\u7d20\u6750\uff0c\u63d0\u5347\u5ee3\u544a\u6210\u6548\u3002\u9805\u76ee\u5305\u62ec\u4e86\u793e\u7fa4\u5ee3\u544a\uff08Social Advertising\uff09\u3001\u516c\u5171\u95dc\u4fc2\uff08Public Relations, PR\uff09\u3001\u5f71\u97f3\u5ee3\u544a\uff08Video Advertising\uff09\u3001\u539f\u751f\/\u5167\u5bb9\u5ee3\u544a\uff08Native\/Content Advertising\u7b49\u7b49\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-29409 size-full\" src=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/google-ads-type.png\" alt=\"2021-taiwan-maretch-google ads type\" width=\"1024\" height=\"388\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/google-ads-type.png 1024w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/google-ads-type-600x227.png 600w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/google-ads-type-1000x379.png 1000w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/google-ads-type-768x291.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">\u25b2\u5ee3\u544a\u6280\u8853\u9032\u6b65\uff0c\u63d0\u9ad8\u4e86\u76ee\u6a19\u6295\u653e\u548c\u8f49\u63db\u6548\u7387(\u5716\uff1aGoogle ads)<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2%E5%85%A7%E5%AE%B9%E8%88%87%E9%AB%94%E9%A9%97%EF%BC%88Content_Experience%EF%BC%89\"><\/span><span style=\"font-weight: 400;\">2.\u5167\u5bb9\u8207\u9ad4\u9a57\uff08Content &amp; Experience\uff09<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u900f\u904e\u5167\u5bb9\u50b3\u905e\u7522\u54c1\u6216\u670d\u52d9\u50f9\u503c\uff0c\u8b93\u6d88\u8cbb\u8005\u6709\u597d\u7684\u4f7f\u7528\u8005\u9ad4\u9a57\uff0c\u63d0\u5347\u6d88\u8cbb\u8005\u7684\u6b63\u5411\u5370\u8c61\uff0c\u4f8b\u5982\u90e8\u843d\u683c\u884c\u92b7\u3001\u7db2\u7ad9UI\/UX\u8a2d\u8a08\u7b49\u7b49\u3002\u5176\u4ed6\u9805\u76ee\u9084\u5305\u62ec\u4e86\u641c\u5c0b\u5f15\u64ce\u512a\u5316\uff08Search Engine Optimization, SEO\uff09\u3001\u7db2\u7ad9\u9ad4\u9a57\u69cb\u5efa\u548c\u7ba1\u7406\uff08Web Experience Building and Management\uff09\u3001\u4e92\u52d5\u5f0f\u5167\u5bb9\uff08Interactive Content\uff09\u3001\u5f71\u97f3\u884c\u92b7\uff08Video Marketing\uff09\u3001\u5167\u5bb9\u884c\u92b7\uff08Content Marketing\uff09\u3001\u96fb\u5b50\u90f5\u4ef6\u884c\u92b7\uff08Email Marketing\uff09\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-29411 aligncenter\" src=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/martech-tool-content-marketing-533x300.jpeg\" alt=\"martech tool content marketing\" width=\"533\" height=\"300\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/martech-tool-content-marketing-533x300.jpeg 533w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/martech-tool-content-marketing-1000x563.jpeg 1000w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/martech-tool-content-marketing-768x432.jpeg 768w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/martech-tool-content-marketing-1536x864.jpeg 1536w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/martech-tool-content-marketing.jpeg 1920w\" sizes=\"(max-width: 533px) 100vw, 533px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">\u25b2Martech\u5de5\u5177\u8b93\u5167\u5bb9\u884c\u92b7\u66f4\u6709\u6548\u7387(\u4f86\u6e90\uff1a<\/span><a href=\"https:\/\/www.inc.com\/jayson-demers\/the-top-10-benefits-of-content-marketing.html\"><span style=\"font-weight: 400;\">inc.com<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3%E7%A4%BE%E7%BE%A4%E9%97%9C%E4%BF%82%EF%BC%88Social_Relationships%EF%BC%89\"><\/span><span style=\"font-weight: 400;\">3.\u793e\u7fa4\u95dc\u4fc2\uff08Social &amp; Relationships\uff09<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u793e\u7fa4\u7d93\u71df\u662f\u76ee\u524d\u884c\u92b7\u4e2d\u7684\u986f\u5b78\uff0c\u53ef\u5e6b\u52a9\u63d0\u5347\u5ba2\u6236\u95dc\u4fc2\u4ee5\u53ca\u8207\u7c89\u7d72\u4e92\u52d5\uff0c\u8b93\u54c1\u724c\u6d89\u5165\u5ea6\u589e\u52a0\u3002\u5e38\u898b\u7684\u793e\u7fa4\u95dc\u4fc2\u7d93\u71df\u9805\u76ee\u5305\u62ec\u5f71\u97ff\u529b\u884c\u92b7\uff08Influencers\uff09\u3001\u793e\u7fa4\u8207\u8a55\u8ad6\uff08Community &amp; Review\uff09\u3001\u5c0d\u8a71\u5f0f\u884c\u92b7\u548c\u804a\u5929\u6a5f\u5668\u4eba\uff08Conversational Marketing &amp; Chat\uff09\u3001\u9867\u5ba2\u95dc\u4fc2\u7ba1\u7406\uff08Customer Relationship Management, CRM\uff09\u7b49\u7b49\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-29413 aligncenter\" src=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/social-relationship-570x300.png\" alt=\"2021-taiwan-martech social relationship\" width=\"570\" height=\"300\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/social-relationship-570x300.png 570w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/social-relationship.png 760w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">\u25b2\u900f\u904echatbot\u5c07\u793e\u7fa4\u7d93\u71df\u81ea\u52d5\u5316\uff0c\u5c07\u6709\u52a9\u793e\u7fa4\u95dc\u4fc2\u7d93\u71df(\u4f86\u6e90\uff1a<\/span><a href=\"https:\/\/www.searchenginejournal.com\/how-to-win-at-facebook-messenger-marketing-using-chatbots\/254707\/\"><span style=\"font-weight: 400;\">searchenginejournal<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"4%E5%95%86%E6%A5%AD%E8%88%87%E9%8A%B7%E5%94%AE%EF%BC%88Commerce_Sales%EF%BC%89\"><\/span><span style=\"font-weight: 400;\">4.\u5546\u696d\u8207\u92b7\u552e\uff08Commerce &amp; Sales\uff09<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u81ea\u52d5\u5316\u92b7\u552e\u8f14\u52a9\uff0c\u7dda\u4e0a\u652f\u4ed8\u7cfb\u7d71\u7b49\u7b49\u90fd\u662f\u5c6c\u65bc\u5546\u696d\u8207\u92b7\u552e\u7bc4\u7587\uff0cMartech \u5de5\u5177\u80fd\u5920\u5354\u52a9\u96f6\u552e\u696d\u8005\u66f4\u4fbf\u5229\u9032\u884c\u92b7\u552e\uff0c\u8b93\u6d88\u8cbb\u8005\u66f4\u5bb9\u6613\u5b8c\u6210\u6d88\u8cbb\uff0c\u9019\u5176\u4e2d\u9805\u76ee\u4e5f\u5305\u62ec\u96fb\u5b50\u5546\u52d9\u884c\u92b7\uff08Ecommerce Marketing\uff09\u3001\u96fb\u5b50\u5546\u52d9\u5e73\u53f0\u548c\u8cfc\u7269\u8eca\uff08Ecommerce Platforms &amp; Carts\uff09\u3001\u6703\u54e1\u884c\u92b7\u8207\u7ba1\u7406\uff08Affiliate Marketing &amp; Management\uff09\u3001\u4ee5\u53ca\u92b7\u552e\u81ea\u52d5\u5316\u3001\u4fc3\u6210\u8207\u60c5\u5831\uff08Sales Automation, Enablement &amp; Intelligence\uff09\u7b49\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-29415 aligncenter\" src=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/commerce-sales-573x300.jpeg\" alt=\"2021 taiwan martech commerce &amp; sales\" width=\"573\" height=\"300\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/commerce-sales-573x300.jpeg 573w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/commerce-sales-1000x523.jpeg 1000w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/commerce-sales-768x402.jpeg 768w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/commerce-sales.jpeg 1200w\" sizes=\"(max-width: 573px) 100vw, 573px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">\u25b2\u96f6\u552e\u548c\u652f\u4ed8\u79d1\u6280\u5316\uff0c\u5354\u52a9\u6d88\u8cbb\u884c\u70ba\u66f4\u52a0\u4fbf\u5229(\u4f86\u6e90\uff1a<\/span><a href=\"https:\/\/www.salesforce.com\/ca\/blog\/2018\/01\/sales-teams-comfortable-e-commerce-options.html\"><span style=\"font-weight: 400;\">salesforce.com<\/span><\/a><span style=\"font-weight: 400;\"> )<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_%E6%95%B8%E6%93%9A%EF%BC%88Data%EF%BC%89\"><\/span><span style=\"font-weight: 400;\">5. \u6578\u64da\uff08Data\uff09<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u6578\u64da\u662f Martech \u6d6a\u6f6e\u4e0b\u7684\u57fa\u77f3\uff0c\u6240\u6709\u7684\u6578\u4f4d\u884c\u92b7\u6210\u6548\u8a55\u4f30\u90fd\u662f\u570d\u7e5e\u8457\u6578\u64da\u9032\u884c\u904b\u4f5c\uff0c\u6240\u6709\u7b56\u7565\u90fd\u5fc5\u9808\u8981\u6709\u6240\u4f9d\u64da\uff0c\u6578\u64da\u5c31\u662f\u6c7a\u7b56\u6838\u5fc3\u7684\u6a19\u6e96\uff0c\u56e0\u6b64\u904b\u7528 Martech \u5de5\u5177\u8490\u96c6\u6578\u64da\uff0c\u624d\u80fd\u5920\u8b93\u7b56\u7565\u66f4\u5b8c\u5584\u3002\u6578\u64da\u8490\u96c6\u9805\u76ee\u5305\u62ec\u53d7\u773e\/\u884c\u92b7\u8cc7\u6599\u3001<\/span><span style=\"font-weight: 400;\">\u9867\u5ba2\u8cc7\u6599\u5e73\u53f0\uff08Customer Data Platform, CDP\uff09\u3001\u7522\u54c1\u6578\u64da\u5e73\u53f0(Product Data Platform, PDP)\u3001\u5100\u9336\u677f\u548c\u8cc7\u6599\u8996\u89ba\u5316\uff08Dashboard &amp; Data Visualization\uff09\u3001\u8cc7\u6599\u7ba1\u7406\u5e73\u53f0\uff08Data Management Platform, DMP\uff09\u3001\u884c\u52d5\u548c\u7db2\u8def\u5206\u6790\uff08Mobile &amp; Web Analytics\uff09\u7b49\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-29417 aligncenter\" src=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/data-515x300.jpeg\" alt=\"2021 taiwan martech data\" width=\"515\" height=\"300\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/data-515x300.jpeg 515w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/data-1000x583.jpeg 1000w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/data-768x448.jpeg 768w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/data.jpeg 1024w\" sizes=\"(max-width: 515px) 100vw, 515px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">\u25b2\u8cc7\u6599\u70baMartech\u4e0b\u6838\u5fc3\uff0c\u638c\u63e1\u5206\u6790\u5de5\u5177\uff0c\u5b8c\u5584\u884c\u92b7\u7b56\u7565(\u4f86\u6e90\uff1a<\/span><a href=\"https:\/\/www.commbox.io\/how-data-analysis-and-reports-can-improve-customer-service\/\"><span style=\"font-weight: 400;\">commbox.io<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_%E6%B5%81%E7%A8%8B%E8%88%87%E7%AE%A1%E7%90%86%EF%BC%88Process_and_Management%EF%BC%89\"><\/span><span style=\"font-weight: 400;\">6. <\/span><span style=\"font-weight: 400;\">\u6d41\u7a0b\u8207\u7ba1\u7406\uff08Process and Management\uff09<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u884c\u92b7\u9700\u6c42\u8207\u7b56\u7565\u773e\u591a\uff0c\u5982\u4f55\u6709\u689d\u4e0d\u7d0a\u898f\u5283\u3001\u57f7\u884c\u548c\u8a55\u4f30\u6210\u6548\uff0c\u9700\u8981\u900f\u904e\u6574\u5408\u7ba1\u7406\u548c\u5354\u540c\u5e73\u53f0\u4f86\u9032\u884c\uff0c\u53ef\u6709\u6548\u964d\u4f4e\u8de8\u90e8\u9580\u4e4b\u9593\u7684\u6e9d\u901a\u6210\u672c\uff0c\u8b93\u884c\u92b7\u6548\u76ca\u6700\u5927\u5316\u3002\u985e\u4f3c\u7684\u9805\u76ee\u5305\u62ec\u654f\u6377\u548c\u7cbe\u5be6\u7ba1\u7406\uff08Agile &amp; Lean Management\uff09\u3001\u9810\u7b97\u548c\u8ca1\u52d9\uff08Budgeting &amp; Finance\uff09\u3001\u5354\u540c\uff08Collaboration\uff09\u3001\u7522\u54c1\u7ba1\u7406\uff08Product Management\uff09\u3001\u5c08\u6848\u548c\u5de5\u4f5c\u6d41\u7a0b\uff08Project &amp; Workflow\uff09\u7b49\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-29419 aligncenter\" src=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/Process-and-Management-596x300.jpeg\" alt=\"2021 martech taiwan Process and Management\" width=\"596\" height=\"300\" srcset=\"https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/Process-and-Management-596x300.jpeg 596w, https:\/\/media.awoo.ai\/live\/wp-content\/uploads\/Process-and-Management.jpeg 650w\" sizes=\"(max-width: 596px) 100vw, 596px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">\u25b2\u6d41\u7a0b\u6574\u5408\u5de5\u5177\u81ea\u52d5\u5316\uff0c\u53ef\u5354\u52a9\u6574\u5408\u591a\u6a23\u5316\u884c\u92b7\u7b56\u7565 (\u4f86\u6e90\uff1a<\/span><a href=\"https:\/\/www.integrify.com\/business-process-management\/\"><span style=\"font-weight: 400;\">integrify.com<\/span><\/a><span style=\"font-weight: 400;\"> )<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E5%85%A5%E9%81%B8%E5%8F%B0%E7%81%A3MarTech_Landscape%E5%85%AC%E5%8F%B8%E9%87%8D%E9%BB%9E%E9%A0%98%E5%9F%9F%E5%9C%A8%E5%93%AA%E8%A3%A1%EF%BC%9F\"><\/span><span style=\"font-weight: 400;\">\u5165\u9078\u53f0\u7063MarTech Landscape\u516c\u53f8\u91cd\u9ede\u9818\u57df\u5728\u54ea\u88e1\uff1f<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u9019\u4e00\u6b21\u5165\u9078\u7684\u516c\u53f8\u6709\u4e0d\u5c11\u662f\u77e5\u540d\u7684\u8de8\u570b\u4f01\u696d\uff0c\u4f46\u662f\u5728\u53f0\u7063\u5730\u5340\u6df1\u8015\u8a31\u591a\uff0c\u4f8b\u5982 Google\u3001Facebook\u3001Line \u7b49\uff0c\u4e5f\u6709\u8a31\u591a\u5728\u5730\u516c\u53f8\uff0c\u4e26\u4e14\u64c1\u6709\u76f8\u7576\u6210\u719f\u7522\u54c1\u6216\u670d\u52d9\u7684\u516c\u53f8\u50cf\u662f kktix\u3002\u4ee5\u53ca\u50cf\u662f awoo \u7b56\u7565\u5408\u4f5c\u5925\u4f34\u00a0 91APP \u64c5\u9577\u96fb\u5b50\u5546\u52d9\u5e73\u53f0\u8207\u8cfc\u7269\u8eca\u512a\u5316\uff0c\u4ed6\u5011\u958b\u5e97\u5e73\u53f0\u6a6b\u8de8\u7db2\u7ad9\u3001iOS\u3001android\uff0c\u5168\u65b9\u4f4d\u5b8c\u6574\u7684\u670d\u52d9\uff0c\u8b93\u8a31\u591a\u5546\u5bb6\u4e00\u6b21\u6eff\u8db3\u3002\u4ee5\u53ca\u7dda\u4e0a\u6d3b\u52d5\u793e\u4ea4\u5e73\u53f0 Accupass\uff0c\u63d0\u4f9b\u6d3b\u52d5\u8cc7\u8a0a\/\u8cfc\u7968\u7ba1\u7406\u5e73\u53f0\uff0c\u8b93\u6d3b\u52d5\u8209\u8fa6\u4e0d\u518d\u662f\u96e3\u4e8b\uff0c\u80fd\u5920\u8f15\u9b06\u9032\u884c\u6d3b\u52d5\u8207\u4e8b\u4ef6\u7ba1\u7406\u3002AI \u9867\u5ba2\u6578\u64da\u5e73\u53f0 iKala Cloud\uff0c\u64c1\u6709 Google Clund \u5b98\u65b9\u8a8d\u8b49\u6280\u8853\uff0c\u5728\u7b2c\u4e09\u65b9 cookie \u5ee3\u544a\u4ea4\u63db\u6a21\u5f0f\u8981\u5931\u6548\u6642\uff0c\u8981\u9032\u884c\u7cbe\u6e96\u884c\u92b7\u5c31\u5fc5\u9808\u4ef0\u8cf4\u672c\u8eab\u5c0d\u9867\u5ba2\u7d93\u71df\u548c\u8cc7\u6599\u8490\u96c6\uff0ciKala Cloud \u63a8\u51fa\u7684\u9867\u5ba2\u6578\u64da\u5e73\u53f0\u5c07\u53ef\u4ee5\u5354\u52a9\u4f01\u696d\u7372\u5f97\u66f4\u52a0\u5b8c\u6574\u9867\u5ba2\u8cc7\u6599\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">awoo \u672c\u6b21\u5728\u5167\u5bb9\u8207\u9ad4\u9a57\u3001\u5546\u54c1\u8207\u92b7\u552e\u3001\u6578\u64da\u4e09\u5927\u9818\u57df\u7686\u6709\u5165\u9078\u3002awoo \u904e\u53bb\u5f9e SEO \u51fa\u767c\uff0c\u6210\u70ba\u53f0\u7063\u7b2c\u4e00 SEO \u9818\u5c0e\u54c1\u724c\uff0c\u723e\u5f8c\u52a0\u5165 EDM \u96fb\u5b50\u90f5\u4ef6\u518d\u884c\u92b7\uff0c\u8b93\u96fb\u5546\u696d\u8005\u80fd\u5920\u91dd\u5c0d\u5ba2\u6236\u9032\u884c\u6df1\u5165\u7d93\u71df\uff0c\u63d0\u9ad8\u56de\u8cfc\u7684\u6a5f\u6703\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u66f4\u5728 2020 \u5e74\uff0c\u63a8\u51fa AI \u4eba\u5de5\u667a\u6167\u70ba\u57fa\u790e\u7684 All-in-One Marketing Platform\uff0c\u8b93\u9867\u5ba2\u8cc7\u6599\u5e73\u53f0 (CDP) \u8207\u7522\u54c1\u6578\u64da\u5e73\u53f0 (PDP) \u7dca\u5bc6\u7d50\u5408\uff0c\u9054\u6210\u5f9e\u53d6\u5f97\u65b0\u5ba2\u5230\u6703\u54e1\u7d93\u71df\uff0c\u90fd\u53ef\u4ee5\u900f\u904e awoo \u6d41\u91cf\u6210\u9577\u5f15\u64ce\u3001\u63a8\u85a6\u5f15\u64ce\u3001\u518d\u884c\u92b7\u5f15\u64ce\u4e09\u5927\u5f15\u64ce\u4f86\u81ea\u52d5\u5316\u9032\u884c\uff0c\u70ba\u5ba2\u6236\u66f4\u6709\u6548\u7387\u7684\u5275\u9020\u66f4\u591a\u71df\u6536\u3002<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2021_%E5%85%AD%E5%A4%A7Martech%E8%B6%A8%E5%8B%A2\"><\/span><span style=\"font-weight: 400;\">2021 \u516d\u5927Martech\u8da8\u52e2<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u800c\u8eab\u70ba\u884c\u92b7\u4eba\uff0c\u52d9\u5fc5\u8981\u4e86\u89e3\u76ee\u524d Martech \u8da8\u52e2\u600e\u9ebc\u8d70\uff0c\u5c24\u5176\u5728\u5168\u7403\u75ab\u60c5\u5f71\u97ff\u4e0b\uff0c\u8a31\u591a\u5546\u696d\u6d3b\u52d5\u696d\u7e3e\u53d7\u5230\u4e0d\u5c11\u885d\u64ca\uff0c\u8a31\u591a\u54c1\u724c\u6216\u4f01\u696d\u5728\u884c\u92b7\u9810\u7b97\u4e0a\u90fd\u6703\u66f4\u52a0\u8b39\u614e\u3002\u56e0\u6b64\u5c31\u5fc5\u9808\u66f4\u4ef0\u8cf4 Martech \u5de5\u5177\uff0c\u4f86\u9054\u5230\u6700\u6709\u6548\u7387\u7684\u57f7\u884c\u884c\u92b7\u6d3b\u52d5\u3002\u4ee5\u4e0b awoo \u4ecb\u7d39 2021 \u5e74 Martech \u516d\u5927\u8da8\u52e2\uff1a<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1%E7%84%A1%E7%A8%8B%E5%BC%8F%E7%A2%BC%E7%9A%84Martech%E5%B7%A5%E5%85%B7%E5%B4%9B%E8%B5%B7\"><\/span><span style=\"font-weight: 400;\">1.\u7121\u7a0b\u5f0f\u78bc\u7684Martech\u5de5\u5177\u5d1b\u8d77<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u6839\u64da<\/span><a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/digital-transformation\/digital-transformation-survey.html\"><span style=\"font-weight: 400;\">\u7d71\u8a08<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u9084\u6709\u8a31\u591a\u4f01\u696d\u5728 Martech \u5de5\u5177\u7684\u4f7f\u7528\u4e0a\u9084\u9700\u8981\u82b1\u8cbb\u8a31\u591a\u5fc3\u529b\uff0c\u5927\u90e8\u5206\u7684\u60c5\u6cc1\u4e0d\u5916\u4e4e\u662f\u56e0\u70ba\u5de5\u5177\u672c\u8eab\u9700\u8981\u6642\u9593\u5b78\u7fd2\u3002\u4f46\u96a8\u79d1\u6280\u9032\u6b65\uff0c\u76ee\u524d Martech \u5de5\u5177\u9010\u6f38\u8d70\u5411\u7121\u7a0b\u5f0f\u78bc\u5373\u53ef\u4ee5\u7372\u53d6\u8cc7\u8a0a\u7684\u8da8\u52e2\uff0c\u4f8b\u5982 Google analytic\uff0c\u53ef\u4ee5\u900f\u904e\u7c21\u55ae\u6b65\u9a5f\u7372\u5f97\u7db2\u7ad9\u6d41\u91cf\u3002\u76f8\u4fe1\u7121\u7a0b\u5f0f\u78bc\u5de5\u5177\u5c07\u6703\u8d8a\u4f86\u8d8a\u591a\uff0c\u5e6b\u52a9\u884c\u92b7\u4eba\u66f4\u5bb9\u6613\u57f7\u884c\u884c\u92b7\u7b56\u7565\u3002<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2%E7%8F%BE%E6%9C%89Martech%E5%B7%A5%E5%85%B7%E8%BF%AD%E4%BB%A3%E7%9A%84%E9%A9%97%E8%AD%89\"><\/span><span style=\"font-weight: 400;\">2.\u73fe\u6709Martech\u5de5\u5177\u8fed\u4ee3\u7684\u9a57\u8b49<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u8a31\u591a\u4f01\u696d\u5df2\u7d93\u6709\u8a31\u591a Martech \u5de5\u5177\uff0c\u4f46\u662f\u4ed6\u5011\u767c\u73fe\u5f88\u96e3\u53bb\u9a57\u8b49\u7684\u5de5\u5177\u7684\u6210\u6548\uff0cMartech \u5de5\u5177\u70ba\u4ed6\u5011\u5e36\u4f86\u4fbf\u5229\u7684\u7b56\u7565\u57f7\u884c\uff0c\u4f46\u662f\u6bcf\u4e00\u6b21\u884c\u92b7\u6210\u6548\u6aa2\u8996\uff0c\u537b\u5f88\u96e3\u53bb\u767c\u73fe\u5de5\u5177\u672c\u8eab\u7684\u50f9\u503c\u3002\u56e0\u6b64\u4e0b\u4e00\u968e\u6bb5\uff0c\u5c07\u6703\u53bb\u6316\u6398\u5de5\u5177\u7684\u50f9\u503c\uff0c\u4e26\u4e14\u4e0d\u65b7\u6aa2\u8996\u548c\u9a57\u8b49\u5b83\uff0c\u4e26\u4e14\u5f9e\u4e2d\u4e0d\u65b7\u5f80\u4e0a\u5806\u758a\u51fa\u66f4\u597d\u7684\u884c\u92b7\u7b56\u7565\u548c\u57f7\u884c\u6210\u6548\u3002<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3%E4%BD%BF%E7%94%A8Martech%E5%B7%A5%E5%85%B7%E9%A9%85%E5%8B%95%E4%BC%81%E6%A5%AD%E6%88%90%E9%95%B7\"><\/span><span style=\"font-weight: 400;\">3.\u4f7f\u7528Martech\u5de5\u5177\u9a45\u52d5\u4f01\u696d\u6210\u9577<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u8a31\u591a\u4f01\u696d\u76ee\u524d\u5c0e\u5165 Martech \u5de5\u5177\uff0c\u4f46\u662f\u537b\u767c\u73fe\u5728\u9032\u884c\u6b78\u56e0\u6642\uff0c\u5f88\u96e3\u77e5\u9053\u5de5\u5177\u672c\u8eab\u6240\u5e36\u4f86\u7684\u8ca2\u737b\uff0c\u4f46\u662f\u8d8a\u4f86\u8d8a\u884c\u92b7\u4eba\u537b\u5fc5\u9808\u9762\u81e8\u66f4\u5c11\u9810\u7b97\u9054\u5230\u66f4\u9ad8\u76ee\u6a19\u60c5\u6cc1\uff0c\u56e0\u6b64\u4e86\u89e3\u6b78\u56e0\uff0c\u6703\u662f\u884c\u92b7\u4eba\u4e0b\u4e00\u968e\u6bb5\u7684\u6311\u6230\u3002\u6839\u64da<\/span><a href=\"https:\/\/hbr.org\/2005\/06\/dont-blame-the-metrics#:~:text=Strangely%2C%20though%2C%20a%20recent%20CMO,their%20companies%20employed%20meaningful%20metrics.\"><span style=\"font-weight: 400;\">\u54c8\u4f5b\u5546\u696d\u8a55\u8ad6\u7d71\u8a08<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u5c07\u8fd1 80% \u884c\u92b7\u4eba\u4e0d\u6eff\u610f\u9700\u8981\u8861\u91cf\u5de5\u5177\u7684 ROI\uff0c\u4f46\u662f\u6709 36% \u7684\u4eba\u76f8\u7576\u6eff\u610f\u3002\u56e0\u6b64\uff0c\u4e86\u89e3 Martech \u5de5\u5177\u6210\u6548\uff0c\u767c\u73fe\u5de5\u5177\u7684\u8ca2\u737b\uff0c\u53ef\u5e6b\u52a9\u4f01\u696d\u66f4\u6709\u6548\u904b\u7528\u3002<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"4%E7%AB%B6%E9%80%90%E5%80%8B%E4%BA%BA%E5%8C%96%E8%A1%8C%E9%8A%B7\"><\/span><span style=\"font-weight: 400;\">4.\u7af6\u9010\u500b\u4eba\u5316\u884c\u92b7<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u904e\u53bb\u4f01\u696d\u7121\u6cd5\u4e86\u89e3\u6d88\u8cbb\u8005\u500b\u4eba\u5316\u7684\u91cd\u8981\uff0c\u662f\u56e0\u70ba\u4ed6\u5011\u7121\u6cd5\u6709\u6548\u7684\u7d00\u9304\u3001\u5132\u5b58\u548c\u5206\u985e\u6d88\u8cbb\u8005\u7684\u8cc7\u6599\uff0c\u4e26\u4e14\u8f49\u63db\u6210\u6709\u610f\u7fa9\u8cc7\u8a0a\u3002\u4f46\u662f\u5728\u7b2c\u4e09\u65b9 Cookies \u5c07\u7121\u6cd5\u8ffd\u8e64\u7684\u60c5\u6cc1\u4e0b\uff0c\u5c31\u5fc5\u9808\u8981\u66f4\u52a0\u904b\u7528\u7b2c\u4e00\u65b9\u7684\u9867\u5ba2\u8cc7\u6599\uff0c\u4f8b\u5982\u5584\u7528\u9867\u5ba2\u8cc7\u6599\u5e73\u53f0 (customer data platform, CDP) \u5de5\u5177\u53bb\u63d0\u4f9b\u4f01\u696d\u7aef\u66f4\u5b8c\u6574\u7684\u9867\u5ba2\u6a23\u8c8c\uff0c\u4e26\u4e14\u53bb\u9810\u6e2c\u51fa\u6bcf\u4e00\u9867\u5ba2\u7d42\u8eab\u50f9\u503c (customer lifetime value)\u3002\u53e6\u5916\uff0c\u9867\u5ba2\u8cc7\u6599\u7d50\u5408\u5546\u54c1\u8cc7\u6599\u5e73\u53f0 (product data platform, PDP)\uff0c\u8b93\u9867\u5ba2\u8207\u5546\u54c1\u9023\u7d50\u8d77\u4f86\uff0c\u5f9e\u4e0d\u540c\u7dad\u5ea6\u4f86\u89e3\u6790\u5546\u54c1\u7279\u6027\u3002\u7576\u9867\u5ba2\u8cfc\u8cb7\u7522\u54c1\uff0cPDP \u5c31\u53ef\u4ee5\u89e3\u6790\u9867\u5ba2\u610f\u5716\uff0c\u63d0\u4f9b\u66f4\u591a\u5546\u54c1\u63a8\u85a6\uff0c\u4f8b\u5982 iphone 12\uff0cPDP \u5c31\u6703\u63d0\u4f9b\u50cf\u662f iphone 12 \u624b\u6a5f\u6bbc\u3001iphone 12 \u5145\u96fb\u5668\u7b49\u5546\u54c1\u3002\u7c21\u55ae\u4f86\u8aaa\uff0c\u6709\u4e86 CDP \u548c PDP\uff0c\u884c\u92b7\u4eba\u66f4\u53ef\u4ee5\u5c07\u6d88\u8cbb\u8005\u8cfc\u7269\u60c5\u5883\u5e36\u5165\u884c\u92b7\u7b56\u7565\u3002<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"5%E5%9F%B7%E8%A1%8C%E6%95%88%E7%8E%87%E6%9C%80%E5%A4%A7%E5%8C%96\"><\/span><span style=\"font-weight: 400;\">5.\u57f7\u884c\u6548\u7387\u6700\u5927\u5316<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u70ba\u63d0\u9ad8\u884c\u92b7\u7b56\u7565\u7684\u57f7\u884c\u6548\u7387\uff0c\u8d8a\u4f86\u8d8a\u591a\u4f01\u696d\u5c07\u8cc7\u6e90\u5f9e\u50b3\u7d71\u7684\u4eba\u529b\u8cc7\u6e90\u8f49\u5411 Martech \u5de5\u5177\u4f86\u63d0\u9ad8\u57f7\u884c\u6548\u7387\uff0c\u8a31\u591a\u884c\u92b7\u7ba1\u7406\u8005\u60f3\u8457\u4e0d\u518d\u662f\u5982\u4f55\u964d\u4f4e\u6210\u672c\uff0c\u800c\u662f\u66f4\u52a0\u6ce8\u91cd\u5728\u5982\u4f55\u900f\u904e\u8edf\u9ad4\u5de5\u5177\u4f86\u9032\u884c\u8de8\u90e8\u9580\u6e9d\u901a\uff0c\u751a\u81f3\u8b93\u5c08\u6848\u6d41\u7a0b\u53ef\u4ee5\u81ea\u52d5\u5316\uff0c\u4ee5\u4fbf\u8b93\u4ed6\u5011\u53ef\u4ee5\u66f4\u6709\u6548\u7387\u7ba1\u7406\u6bcf\u4e00\u9805\u4efb\u52d9\uff0c\u8b93\u9810\u7b97\u66f4\u53ef\u4ee5\u6709\u6548\u5206\u914d\u5230\u6bcf\u4e00\u9805\u884c\u92b7\u7b56\u7565\u4e0a\u3002<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"6%E9%AB%98%E5%BA%A6%E6%B3%A8%E9%87%8D%E5%80%8B%E4%BA%BA%E5%8C%96%E5%85%A7%E5%AE%B9%E8%88%87%E6%B6%89%E5%85%A5\"><\/span><span style=\"font-weight: 400;\">6.\u9ad8\u5ea6\u6ce8\u91cd\u500b\u4eba\u5316\u5167\u5bb9\u8207\u6d89\u5165<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u73fe\u4ee3\u7684\u6d88\u8cbb\u8005\u9032\u5165\u7684\u6578\u4f4d\u6642\u4ee3\u7684\u6d6a\u6f6e\uff0c\u5275\u9020\u51fa\u7684\u700f\u89bd\u9ad4\u9a57\u8207\u6578\u64da\u662f\u524d\u6240\u672a\u898b\u7684\uff0c\u800c\u884c\u92b7\u4eba\u53ef\u8d81\u6b64\u7372\u53d6\u66f4\u591a\u6d88\u8cbb\u8005\u6d88\u8cbb\u65c5\u7a0b\u548c\u504f\u597d\u8cc7\u8a0a\uff0c\u70ba\u6d88\u8cbb\u8005\u6253\u9020\u500b\u4eba\u5316\u7684\u5167\u5bb9\u548c\u670d\u52d9\u3002\u6709\u5c07\u8fd1 55 &#8211; 78% \u6d88\u8cbb\u8005\u671f\u671b\u4ed6\u5011\u53ef\u4ee5\u7372\u5f97\u500b\u4eba\u5316\u5167\u5bb9\uff0c\u56e0\u6b64\u884c\u92b7\u4eba\u53ef\u4ee5\u900f\u904e\u5167\u5bb9\u7ba1\u7406\u5e73\u53f0 (content managment platforms)\u7b49\u5de5\u5177\u4f86\u5e6b\u52a9\u4f01\u696d\u63d0\u4f9b\u8c50\u5bcc\u4e14\u500b\u4eba\u5316\u7684\u5167\u5bb9\u7d66\u6d88\u8cbb\u8005\uff0c\u6eff\u8db3\u6d88\u8cbb\u8005\u500b\u4eba\u5316\u7684\u9700\u6c42\u3002<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"awoo_%E4%B8%89%E5%A4%A7Martech%E6%9C%8D%E5%8B%99%EF%BC%9A%E6%B5%81%E9%87%8F%E6%88%90%E9%95%B7%E3%80%81%E5%95%86%E5%93%81%E6%8E%A8%E8%96%A6%E3%80%81%E5%86%8D%E8%A1%8C%E9%8A%B7%E5%BC%95%E6%93%8E\"><\/span><span style=\"font-weight: 400;\">awoo \u4e09\u5927Martech\u670d\u52d9\uff1a\u6d41\u91cf\u6210\u9577\u3001\u5546\u54c1\u63a8\u85a6\u3001\u518d\u884c\u92b7\u5f15\u64ce<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u8eab\u70ba\u672c\u6b21 Martech \u5730\u5716\u4e00\u54e1\uff0cawoo \u4e5f\u6709\u4e09\u5927Martech \u5de5\u5177\uff0c\u5206\u5225\u5354\u52a9\u4f01\u696d\u9032\u884c\u5167\u5bb9\u8207\u9ad4\u9a57\u3001\u5546\u696d\u8207\u92b7\u552e\u3001\u6578\u64da\u7ba1\u7406\u9818\u57df\u9032\u884c\u6210\u9577\u3002\u8aaa\u660e\u5982\u4e0b\uff1a<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E6%B5%81%E9%87%8F%E6%88%90%E9%95%B7%E5%BC%95%E6%93%8E_%E2%80%93_Traffic_Engine\"><\/span><span style=\"font-weight: 400;\">\u6d41\u91cf\u6210\u9577\u5f15\u64ce &#8211; Traffic Engine<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u6211\u5011\u4f9d\u64da\u60a8\u7684\u7db2\u7ad9\u6027\u8cea\u548c\u5546\u696d\u6a21\u5f0f\uff0c\u63d0\u4f9b\u6700\u4f73\u5316\u7684\u6d41\u91cf\u6210\u9577\u7b56\u7565\uff0c\u5e6b\u52a9\u7372\u53d6\u5927\u91cf\u7684\u81ea\u7136\u6d41\u91cf\u3002\u6d41\u91cf\u6210\u9577\u5f15\u64ce\u5305\u62ec\u4e86\u95dc\u9375\u5b57\u6392\u540d\u512a\u5316\u3001\u7db2\u7ad9\u898f\u5283\u5efa\u8b70\u3001SEO \u95dc\u9375\u5b57\u7814\u7a76\u3001\u6210\u9577\u99ed\u5ba2\u5de5\u5177\u4f7f\u7528\u3001SEM \u6295\u653e\u8207\u9867\u554f\u670d\u52d9\u7b49\u3002<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E5%95%86%E5%93%81%E6%8E%A8%E8%96%A6%E5%BC%95%E6%93%8E_%E2%80%93_Recommendation_Engine\"><\/span><span style=\"font-weight: 400;\">\u5546\u54c1\u63a8\u85a6\u5f15\u64ce &#8211; Recommendation Engine<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u5728\u500b\u4eba\u96b1\u79c1\u6b0a\u9ad8\u6f32\u7684\u6642\u4ee3\uff0c\u5546\u54c1\u63a8\u85a6\u5f15\u64ce\u5728\u4fdd\u8b77\u500b\u4eba\u96b1\u79c1\u6b0a\u524d\u63d0\u4e0b\uff0c\u7d50\u5408\u4e86\u300c\u5546\u54c1\u63a8\u85a6\u300d\u8207\u300c\u884c\u70ba\u7279\u5fb5\u300d\uff0c\u80fd\u9810\u6e2c\u4f7f\u7528\u8005\u6700\u60f3\u8981\u8cfc\u8cb7\u7684\u5546\u54c1\uff0c\u900f\u904e\u591a\u7ba1\u9053\u901a\u77e5\u548c\u4e92\u52d5\uff0c\u63d0\u9ad8\u9867\u5ba2\u7684\u8f49\u63db\u7387\u3002\u5546\u54c1\u63a8\u85a6\u5f15\u64ce\u5305\u62ec\u4e86\u8cfc\u7269\u60c5\u5883\u7d44\u5408\u6a19\u7c64\u3001\u81ea\u52d5\u5316\u60c5\u5883\u5546\u54c1\u96c6\u5408\u9801\u3001\u52d5\u614b\u95dc\u806f\u63a8\u85a6\u3001\u7ad9\u5167\u641c\u5c0b\u5f15\u64ce\u7b49\u7279\u8272\u3002<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E5%86%8D%E8%A1%8C%E9%8A%B7%E5%BC%95%E6%93%8E_%E2%80%93_Retention_Engine\"><\/span><span style=\"font-weight: 400;\">\u518d\u884c\u92b7\u5f15\u64ce &#8211; Retention Engine<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u53ef\u5b8c\u6574\u6574\u5408\u7dda\u4e0a\u7dda\u4e0b\u9867\u5ba2\u8cc7\u6599\uff0c\u81ea\u52d5\u5316\u5efa\u7acb\u6703\u54e1\u5206\u773e\u8207\u7522\u51fa\u884c\u92b7\u7d20\u6750\uff0c\u5e6b\u52a9\u9577\u671f\u7d93\u71df\u9867\u5ba2\u95dc\u4fc2\u3002\u518d\u884c\u92b7\u5f15\u64ce\u5305\u62ec\u4e86\u81ea\u52d5\u7cbe\u6e96\u5206\u773e\u3001\u500b\u4eba\u5316 EDM \u5167\u5bb9\u3001LINE \u5ba2\u88fd\u5316\u63a8\u9001\u901a\u77e5\uff0c\u5927\u5e45\u5ea6\u964d\u4f4e\u7d93\u71df\u65e2\u6709\u5ba2\u6236\u7684\u884c\u92b7\u6210\u672c\uff0c\u63d0\u9ad8\u5ba2\u6236\u7d42\u8eab\u50f9\u503c\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5982\u6709\u4efb\u4f55 Martech \u7522\u54c1\u670d\u52d9\u76f8\u95dc\u7684\u554f\u984c\uff0c\u6b61\u8fce\u76f4\u63a5\u5411 <strong><a href=\"https:\/\/www.awoo.ai\/zh-hant\/contact\/\" target=\"_blank\" rel=\"noopener\">awoo\u8aee\u8a62<\/a><\/strong>\uff0c\u6211\u5011\u5c07\u6703\u6709\u5c08\u696d\u9867\u554f\u70ba\u60a8\u670d\u52d9\u3002<\/span><\/p>\n<p>\u63a8\u85a6\u95b1\u8b80\uff1a<a href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/first-party-data-brand\/\" target=\"_blank\" rel=\"noopener\">\u5584\u7528MarTech\u8015\u8018\u7b2c\u4e00\u65b9\u6578\u64da\uff0c\u6df1\u5165\u638c\u63e1\u5ba2\u6236\u9700\u6c42\u6d1e\u5bdf\u6d88\u8cbb\u559c\u597d<\/a><\/p>\n<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/data-analytic-8-trends-to-know\/\" target=\"_blank\" rel=\"noopener\">\u6578\u64da\u5206\u6790\u7576\u9053\uff01\u516b\u5927Martech\u6578\u64da\u5206\u6790\u8da8\u52e2<\/a><\/p>\n<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/ads-trends\/\" target=\"_blank\" rel=\"noopener\">2021 Google Ads \u8da8\u52e2\u6307\u5357\uff1a\u7d50\u5408Martech AI\u61c9\u7528\u8fce\u4f86\u4e0b\u4e00\u500b\u5ee3\u544a\u6625\u5929<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u884c\u92b7\u79d1\u6280\u7576\u9053\uff0c\u9019\u662f\u8a31\u591a\u4eba\u884c\u92b7\u4eba\u7684\u5171\u8b58\u3002\u5728\u7d93\u6b77\u4e86 COVID-19 \u75ab\u60c5\uff0c\u8b93\u8a31\u591a\u4eba\u4e86\u89e3\u5230\u300c\u7dda\u4e0a\u300d\u7684\u91cd\u8981\u6027\uff0c\u800c\u62dc\u79d1 [&hellip;]<\/p>\n","protected":false},"author":72,"featured_media":29570,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[159,161],"tags":[],"class_list":["post-29406","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-martech","category-marketing-trend"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2021 Martech \u8da8\u52e2\u6709\u54ea\u4e9b\uff1f\u53f0\u7063MarTech Landscape\u5b8c\u6574\u89e3\u6790 - awoo<\/title>\n<meta name=\"description\" content=\"2021\u5e74\u53f0\u7063\u63a8\u51fa\u5c6c\u65bc\u81ea\u5df1\u7684Martech\u5730\u5716\uff0c\u6839\u64da\u516d\u5927\u9818\u57df\u8cc7\u6599\u5283\u5206\u51fa\u8a31\u591aMartech\u516c\u53f8\uff0cawoo\u5728\u9019\u4efd\u5730\u5716\u4e2d\u5728SEO\u3001EDM\u3001\u8cc7\u6599\u9818\u57df\u4e0a\u5206\u5225\u6709\u7522\u54c1\u9032\u5165\u3002\u60f3\u77e5\u9053\u95dc\u65bc\u9019\u4efd\u5730\u5716\u662f\u5982\u4f55\u5283\u5206\uff1f\u4ee5\u53ca2021\u8981\u6ce8\u610f\u7684\u53f0\u7063\u884c\u92b7\u79d1\u6280\u8da8\u52e2\uff0c\u5c31\u770b\u672c\u6587\u4ecb\u7d39\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-martech-trend-taiwan-martech-landscape\/\" \/>\n<meta property=\"og:locale\" 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