Ubucuruzi ntibuzongera kuba nk'uko byari bimeze ukundi. Izamuka rikomeye ry'itangazamakuru ricuruza - kugurisha ahantu ho kwamamaza mu miyoboro y'ubucuruzi, nka porogaramu n'imbuga za interineti - ririmo guhindura porogaramu zigendanwa mo imashini zibyara inyungu. Nubwo mbere amaduka yashingiraga gusa ku nyungu z'ibicuruzwa, muri iki gihe afite umutungo mushya: abakiriya bayo bo mu buryo bw'ikoranabuhanga. Farumasi, amaduka manini, n'amaduka y'amatungo biri ku isonga muri iyi mpinduramatwara, bifashisha imbaraga za porogaramu gakondo kugira ngo bakore umuyoboro utaziguye, ushishikaje kandi uhenda cyane.
Isoko ry’itangazamakuru ku isi ririmo gutera imbere cyane kandi biteganijwe ko rizagera kuri miliyari 179.5 z’amadolari y’Amerika mu 2025, nk’uko ubushakashatsi bwakozwe na Criteo ku bufatanye na Coresight Research bubigaragaza. Muri Brezili, ishoramari muri uru rwego riri kugendana n’iterambere ry’isi, rimaze kurenga miliyari 140 z’amadolari y’Amerika kandi biteganijwe ko rizarenga miliyari 280 z’amadolari y’Amerika mu 2027, nk’uko biteganywa na eMarketer.
Porogaramu nk'umuyoboro mushya w'itangazamakuru
Mu myaka ya vuba aha, porogaramu zigendanwa zaretse kuba ibikoresho byo guhanahana amakuru gusa, ahubwo zagize uruhare runini mu rugendo rwo kugura. Gukoresha kwazo kenshi, hamwe n'ubushobozi bwo gukusanya amakuru y'imyitwarire neza, bitanga ahantu heza ho gukoresha itangazamakuru ryihariye. Nubwo imbuga za interineti zigikoreshwa cyane nk'ahantu ho kwamamaza, porogaramu zitanga inyungu z'inyongera: igihe kirekire cyo gusura, amarushanwa make yo kureba, ndetse n'ubushobozi bwo gukoresha bwo kwamamaza nk'ububiko bw'amatangazo.
Guhindura imiterere y’umuntu ku giti cye ni cyo cyiza cyane cy’ubu buryo. Bitandukanye n’itangazamakuru risanzwe (nka Google n’imbuga nkoranyambaga), abacuruzi bafite uburenganzira bwo kumenya uko abakiriya bagura ibintu — ibyo bakoresha, inshuro nyinshi, ndetse n’aho baherereye. Ubu buryo butuma ubu bwoko bw’ibikorwa, mu buryo busanzwe, bugira ingaruka ebyiri ku guhindura abantu.
Kuki porogaramu zigendanwa ari zo mashini nshya zikoresha ikoranabuhanga mu bucuruzi?
- Gukoreshwa kenshi: nk'uko SimilarWeb ibivuga, porogaramu za farumasi na supermarket ziyongeraho inshuro 1.5 na 2.5 ku kwezi kuri buri mukoresha kurusha urubuga.
- Ibidukikije: muri porogaramu, ahantu hose ni heza — nta kintu kirangaza, nta mpinduka itaziguye, byongera uburyo amatangazo agaragara.
- Imenyesha ryihuse: Imenyesha ryihuse ryahindutse uburyo bushya bwo kubika amakuru. Ubukangurambaga bw'abacuruzi bushobora kwamamazwa hakoreshejwe imenyesha ryihariye ndetse n'iriherereye ahantu runaka.
- Gutandukanya ibice bigezweho: hakoreshejwe amakuru y’imyitwarire, iyi porogaramu yemerera ubukangurambaga bunoze cyane, hamwe n’ubutumwa bufite ishingiro mu bijyanye n’ikoreshwa (urugero, kwibutsa umukiriya ibijyanye n’urukingo rw’ibisazi mu gihe cyo kuvugurura gahunda y’amatungo).
Byongeye kandi, nubwo amabaruwa akoreshwa ku mbuga za interineti akunze kwirengagizwa cyangwa gufungwa, ahantu ho kwamamaza muri porogaramu—nk'amaduka aterwa inkunga n'amadirishya asanzwe—hari umubare munini w'abareba kuri interineti kugeza kuri 60%, nk'uko ubushakashatsi bwakozwe na Insider Intelligence bubigaragaza.
Abakinnyi bakomeye n'amashyirahamwe muri Brezili
Isoko rya Brezili ubu rigizwe n'ibice bibiri by'ingenzi: urubuga rw'ubucuruzi bwo kuri interineti rukoresha ikoranabuhanga ryarwo bwite ry'itangazamakuru n'ibikoresho byihariye bifasha kwinjiza amafaranga ku miyoboro y'abandi bacuruzi. Muri ibyo bya mbere, Amazon Ads igaragara nk'iy'ingenzi ku isi ifite ububiko bukomeye muri porogaramu n'urubuga rwayo; Mercado Libre Ads, ikomeye muri Amerika y'Epfo, ifite imiterere ijyanye n'urugendo rwo kugura; Magalu Ads, yagiye yongera ubwinshi bwayo ku isoko no kuri porogaramu; na Vtex Ads, ikigo kinini gihuza itangazamakuru ry'ubucuruzi muri Amerika y'Epfo.
Nubwo abacuruzi bakomeye bo muri Brezili nka RaiaDrogasil, Panvel, Pague Menos, GPA (Pão de Açúcar na Extra), na Casas Bahia basanzwe bakoresha imbuga zicuruza binyuze mu kwerekana urubuga rwabo, gukoresha porogaramu za telefoni zigendanwa mu buryo bw’ingamba biracyari amahirwe adasuzumwa neza. Izi porogaramu, zisanzwe zikurura urwego rwo hejuru rw’abaguzi, zishobora guhinduka imiyoboro y’itangazamakuru ihenze hamwe n’ububiko bwazo bwite n’ubushobozi bunini bwo guhindura amakuru. Imiterere ya telefoni zigendanwa itanga ahantu heza ho gukora ubukangurambaga bwihariye kandi bujyanye n’ibyo zikora.
Urugero, mu rwego rw'imiti, birashoboka gutegura ubukangurambaga bw'ibihe bitandukanye ku miti nk'imiti y'ibicurane n'imiti yica udukoko, ndetse n'ubufatanye na laboratwari mu guteza imbere inkingo n'ibizamini byihuse. Amasoko akomeye ashobora gusuzuma ibiciro biterwa inkunga n'ibigo bikomeye, kwerekana ibicuruzwa bishya byatangiwe, n'ubukangurambaga bushingiye ku bidukikije, cyane cyane ibigamije ibintu bishobora kwangirika. Amaduka y'amatungo ashobora gushora imari mu kwamamaza hamwe n'ibiribwa by'amatungo, ibikoresho, na gahunda z'ubuzima bw'amatungo, hamwe n'ibikorwa bishingiye ku mateka y'ibyo itungo ryakoresheje.
Niba mu myaka mike ishize kugira porogaramu byari inyungu yo guhatana, uyu munsi byabaye ingirakamaro cyane. Ku mafarumasi, amaduka manini, n'amaduka y'amatungo, gushora imari mu itangazamakuru binyuze muri porogaramu ntabwo ari isoko rishya ry'amafaranga gusa—ni impinduka mu buryo bw'ikigereranyo, aho buri mukiriya aba amahirwe afatika yo kwinjiza amafaranga.
