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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
5-26 vfhnf d Ìjcrdt ghjikf rjyathtywbz eTarget, rjnjhfz gjkyjcnm.
yfpsdftncz «Óghfdktybt felbnjhbtq b htrkfvf d Èynthytnt». Ãkfdyjt, xtv
pfgjvybkcz eTarget – 2010 – rjhhtrnbhjdrf cfvjuj gjyznbz «Èynthytn».
Ñtqxfc tuj gj bythwbb gjybvf.n rfr byajhvfwbjyyjt ghjcnhfycndj, r
rjnjhjve vj;yj gjlrk.xbnmcz c gjvjom. ecnfyjdktyyjuj yf rjvgm.ntht
,hfepthf. Ìyjubt e;t yfexbkbcm yt pf,sdfnm j ,hfepthf[ vj,bkmys[
ecnhjqcnd.
Êjulf ;t Èynthytn e,mtn ntktdbltybt?
Íf rjyathtywbz[ ujl pf ujljv ljrkflsdf.n j cnhtvbntkmyjv hjcnt hsyrf
bynthytn-htrkfvs, «jn]tlfybb» Ñtnm. htrkfvys[ ,.l;tnjd e ntktdbltybz,
ghtccs, ;ehyfkjd, hflbj. Ìfhrtnjkjub hfcce;lf.n j «yjds[ vtlbf»,
gthcgtrnbdys[ b «nhflbwbjyys[» rfyfkf[ rjvveybrfwbb – f gjhf e;t
yfxbyfnm rkfccbabwbhjdfnm htrkfve gj ecnhjqcndfv (bkb yjcbntkzv). Èyfxt
ybrfrjq rkfccbabrfwbb djj,ot yt gjkexbncz. Ãfptnf yf 'ktrnhjyyjq
,evfut, t;tenhtyyt pfuhe;f.ofz yjdsq yjvth gj Ñtnb – 'nj bynthytn
bkb ghtccf? Èynthfrnbdyjt ntktdbltybt, gjpdjkz.ott rf;ljve phbntk.
gjl,bhfnm gj cdjtve drece gthcjyfkmye. ghjuhfvve gthtlfx nfr kb
pyfxbntkmyj jnkbxftncz jn YouTube?
Èynthytn-htrkfvf dsujlyj jnkbxftncz jn gtxfnyj-ntktdbpbjyyjq
djpvj;yjcnzvb nfhutnbyuf b nt[yjkjubzvb jnckt;bdfybz 'aatrnbdyjcnb.
Ìj;yj cj,hfnm b bcgjkmpjdfnm lkz nfhutnbyuf byajhvfwb. j rjyrhtnyjv
gjkmpjdfntkt – «cjwltv», bcnjhb. gjbcrf b c¸habyuf, drecs b
ghtlgjxntybz d hfpys[ j,kfcnz[, cdtltybz j gentitcndbz[ - f yt njkmrj
dhtvz cenjr b utjuhfabxtcrjt hfcgjkj;tybt, rjnjhst bpdtcnys b
ntktdbltyb. c hflbj. ×nj rfcftncz jnckt;bdfybz 'aatrnbdyjcnb – Èynthytn
gjpdjkztn pfabrcbhjdfnm dpfbvjltqcndbt
gjkmpjdfntkz c htrkfvjq b tuj gjdtltybt gjckt rjynfrnf, yf cfqnt
rjvgfybb bkb d bynthytn-vfufpbyt.
×nj ,eltn, rjulf vfccjdj hfcghjcnhfybncz bynthfrnbdyjt ntktdbltybt?
Ïjkmpjdfntkb cvjuen cjcnfdkznm cj,cndtyyst «gktq-kbcns», ghjzdkzz d
'njv bylbdblefkmyst drecs, f ÒÂ ,eltn 'nb drecs abrcbhjdfnm. Ñthdbcs
htrjvtylfwbq gthtcnfyen ,snm xbcnj ctntdsv atyjvtyjv. Äkz ,jktt
rfxtcndtyyjuj gjcnhjtybz htrjvtylfwbq ntktdbltybt pf[jxtn pyfnm gjk,
djphfcn, j,hfpjdfybt phbntkz b lheue. byajhvfwb. j ytv, rjnjhe. hfymit
abrcbhjdfkb bynthytn-cthdbcs. Îyf ,eltn bcgjkmpjdfnmcz lkz
nfhutnbhjdfybz htrkfvs. Ïj gthcjyfkmysv
ÒÂ-ghjuhfvvfv vj;yj ,eltn ghtlcnfdbnm ct,t b «dbi-kbcn» frnbdyjuj
phbntkz.
Google jcdfbdftn ÒÂ
Ó;t ctqxfc ntktdbltyb. cdjqcndtyyf bynthfrnbdyjcnm. Â jcyjdyjv,
rjytxyj, nfrbt nt[yjkjubb hfcghjcnhfytys yf Çfgflt. Òfv phbntkb dkbz.n
yf hfpdbnbt c.;tnf cthbfkf, vjuen ds,hfnm hfrehc rfvths, c rjnjhjuj
gjcvjnhtnm ne bkb bye. cwtye.
Ýrcgthbvtyns d j,kfcnb htrkfvyjuj crhtobdfybz Èynthytnf b ÒÂ frnbdyj dtlencz rjvgfybtq Google. C 2007 ceotcndetn ghjtrn Google TV Ads,
gjpdjkz.obq xthtp bynthatqc AdWords hfpvtofnm htrkfve yf ntktrfyfkf[, c
rjnjhsvb ljujdjhbkcz Google. Ðtrkfvjlfntktq nfv, ghfdlf, ytvyjuj, f
lj[jls Google jn ntkthtrkfvs zdkz.ncz rfgktq d vjht jnyjcbntkmyj dctq
ghb,skb rjvgfybb.
 vfhnt 'njuj ujlf cnfkj bpdtcnyj
j hfphf,jnrt ÒÂ-ghbcnfdrb, rjnjhfz gjpdjkbn ds[jlbnm d Èynthytn ghb
gjvjob ntktdbpjhf. «Êjhgjhfwbz Google [jxtn cdj. ljk. hsyrf dj dct[
bynthytn-cathf[, ult ,s jyf cvjukf hfpvtcnbnm cdj. htrkfve», - cjj,oftn
bcnjxybr New York Times.
Óvyfz htrkfvf d rf;ljv en.ut
Êjytxyj, ntktgthtlfxb – 'nj dct-nfrb yt cfqns, b lf;t ghb yfkbxbb
nt[ybxtcrjq djpvj;yjcnb gjkmpjdfntkm ,eltn ujhfplj vtytt j[jnyj rkbrfnm
yf htrkfve b gtht[jlbnm d 'ktrnhjyysq vfufpby bkb yf ajhve pfrfpf c
ntktrfyfkf, xtv c cfqnf. Íj gjvbvj ntktdbpjhf djrheu yfc e;t ctqxfc
vyj;tcndj 'ktrnhjyys[ ecnhjqcnd, rjnjhst e;t jn[jlzn jn ghjcnjuj gjrfpf
htrkfvys[ ,fyythjd.
Ífghbvth, nthvbyfks jgkfns vj,bkmyjq cdzpb. Êjulf-nj c b[ gjvjom. vj;yj
,skj njkmrj «gjgjkybnm ntktajy», ctqxfc – jgkfnbnm bynthytn b
ntktdbltybt, regbnm ,bktns yf gjtpl bkb cfvjktn. Çfdnhf vj;yj ,eltn
xthtp nthvbyfk pfrfpsdfnm ghjlerns d Ónrjyjct b jcnfdkznm pfzdre yf
dbpbn vjynf;ybrjd gkfcnbrjds[ jrjy.
Ðfcce;lfnm j, bynthfrnbdyjv ,eleotv vj;yj ljkuj, hbcrez crfnbnmcz d
yfexye. afynfcnbre («vj,bkmyst ntktajys ,elen gj bluetooth jnghfdkznm
htrkfvysv obnfv byajhvfwb. j yjcbntkt ecnhjqcndf, obns ,elen gjrfpsdfnm
tve nfhutnbhjdfyye. htrkfve, f cnjznm jyb ,elen hzljv c vfufpbyfvb,
relf vj;yj chfpe pfqnb b regbnm gjrfpfyysq njdfh»). Íj cvjnhtnm d nfrjt
,eleott bynthytn-vfhrtnjkjufv yflj yt c nhtdjujq, f c jgnbvbpvjv. Ïj
ckjdfv Èujhz Àivfyjdf, «ntktdbpbjyobrb» yt ckbirjv [jhjij jhbtynbhe.ncz
d
bynthfrnbdyjq htrkfvt, gj'njve ltkfnm nfre. htrkfve ,elen dct nt ;t
cgtwbfkbcns, yfnhtybhjdfdibtcz yf dt,t.
Ítnjhjgkbdfz vj,bkbpfwbz
Ìtytt aenehbcnbxysv nhtyljv dsukzlbn vj,bkmyfz htrkfvf. Ó;t ctqxfc gj
jwtyrt Àktrcfylhf Ñfdbyf bp MobileDirect felbnjhbz vj,bkmyjuj bynthytnf
d Ðjccbb – 15-20 vky. xtkjdtr d vtczw. Ïj lfyysv infox.ru, «d Ðjccbb pf
gthdjt gjkeujlbt 2009 ujlf hjcn vj,bkmyjuj bynthytnf cjcnfdbk 126%». À
dtlm vj,bkmyfz htrkfvf – 'nj yt njkmrj cfqns, f tot b cvc-hfccskrb b
ghbkj;tybz.
Ñfvfz «drecyfz» lkz vfhrtnjkjujd vj,bkmyfz jcj,tyyjcnm – 'nj
cgjcj,yjcnm ecnhjqcnd pyfnm c dscjrjq njxyjcnm., ult yf[jlbncz b[
dkfltktw b xnj hfcgjkj;tyj hzljv c ybv. Ýnj gjpdjkztn cjplfdfnm
location based services (LBS)
– «cthdbcs, jcyjdfyyst yf vtcnjgjkj;tybb». Ïjrfpsdfnm gjkmpjdfntk.
vj;yj yt njkmrj nt j,]trns, rjnjhst jy bcrfk d cdjtv hfqjyt, yj b
eprjnfhutnbhjdfyye. gj vtcnjgjkj;tyb. htrkfve.
Àktrcfylh Ñfdby ghjltvjycnhbhjdfk yf eTarget ghbvth vj,bkmyjq htrkfvyjq
rfvgfybb. Â rfhnjuhfabxtcrjv ghbkj;tybb lkz Nokia ,sk hfpvtoty ,fyyth
McDonalds, ghtlkfuf.obq xbp,ehuth gj ghjvj-wtyt 2 tdhj. Â htpekmnfnt
39% gjkmpjdfntktq gthtikb yf cnhfybwe McDonalds dyenhb ghbkj;tybz b
rkbryekb yf rfhne, xnj,s gjcvjnhtnm, ult yf[jlbncz ,kb;fqibq r ybv
htcnjhfy ctnb.
Ê cj;fktyb., gjrf yt ckbirjv vyjuj dkfltkmwtd cfqnjd b
bynthytn-vfufpbyjd pflevsdf.ncz j cjplfybb cj,cndtyyjuj ghbkj;tybz lkz
cvfhnajyjd b ghjldb;tybz tuj chtlb vj,bkmys[ gjkmpjdfntktq. Äf;t j,
jgnbvbpfwbb cfqnf gjl vj,bkmyst ecnhjqcndf vyjubt pf,sdf.n.
Àkujhbnv ltqcndbq pltcm ljcnfnjxyj ghjcnjq: bpexbnt cnfnbcnbre cfqnf,
gjcvjnhbnt, rfrjq ghjwtyn felbnjhbb pf[jlbn yf ytuj c ntktajyjd b
cvfhnajyjd, gj rfrbv pfghjcfv, xnj jyb yf cfqnt ltkf.n. Îwtybnt yfkbxbt
chtlb yb[ gjntywbfkmys[ pfrfpxbrjd. Âszcybnt, dj xnj j,jqltncz cjplfybt
vj,bkmyjq dthcbb cfqnf. Ñhfdybnt cevve c njq, rjnjhe. vjuen ghbytcnb
vj,bkmyst pfrfpxbrb. Ñltkfqnt dsdjl b djgkjnbnt tuj d ;bpym. Åckb
vj,bkmys[ gjctnbntktq ljcnfnjxyj vyjuj, gjlevfqnt j njv, xnj,s cnfnm
gkjoflrjq lkz hfpvtotybz htrkfvs.
Ñtnm nfrb[ gkjofljr tcnm, yfghbvth, e MobileDirect. Ó ßyltrcf b Átueyf,
rjytxyj, nj;t tcnm vj,bkmysq rjyntrcn.
Êf;ljve – cdjt
Âsdjls bp dctuj dsitcrfpfyyjuj ,elen nt ;t, rjnjhst vj;yj cltkfnm bp
,jkmibycndf ljrkfljd eTarget – 2010. Âj-gthds[, eybdthcfkmys[ htwtgnjd
yt ceotcndetn. Êfr ,s vjlty yb ,sk «vfhrtnbyu d cjwbfkmys[ vtlbf», yt
lkz k.,juj ,bpytcf jy gjl[jlbn. Ïjghj,jdfnm ghjldbufnmcz d cjwbfkmys[
ctnz[, rjytxyj, vj;yj, yj cjplfnm uhegge, ghjdtcnb nfv ytcrjkmrj frwbq
cj crblrfvb b gjlfhrfvb b pf,hjcbnm – 'nj yt kexibq cwtyfhbq. Ðfdyj rfr
b rjhgjhfnbdysq ndbnnth, rjnjhsq pfujhtdibqcz yjdsvb dtzybzvb cjnhelybr
yfxfk dtcnb, f gjnjv gjxedcndjdfk, xnj tve yfljtkj. Âs,bhfz htrkfvye.
cnhfntub., yflj cvjnhtnm cyfxfkf yf ct,z, b gjnjv e;t yf lheub[ – yf
xe;bt «bcnjhbb ecgt[f» b j,hfpwjdst rfvgfybb.
Âj-dnjhs[, d Èynthytnt k.,jq htrkfvysq ajhvfn vj;yj yfcnhfbdfnm gjl
ct,z. Êjyntrcnyfz htrkfvf, rjnjhfz yf ajyt dctj,otuj bynthtcf r
cjwbfkmysv vtlbf dsukzlbn ecnfhtditq, lf tot b ltymub pf ytt gkfnbnm
yflj – d evtks[ herf[ cgjcj,yf htifnm ghfrnbxtcrb k.,st pflfxb.
Êjytxyj, fyfkbpbhjdfnm b yfcnhfbdfnm htrkfvyst rfvgfybb – jxtym ljkuj b
crexyj.
È yfrjytw, dctulf gjktpyj dbltnm j,hfnye. cnjhjye vtlfkb. Ïhtccf b
'rcgthns k.,zn hfccrfpsdfnm j vjueotcndt htrkfvys[ bycnhevtynjd, j
pfvtxfntkmys[ djpvj;yjcnz[ yjds[ nt[yjkjubq, j, ecgtiys[ cnhfntubz[ b
lthprb[ bltz[. Íj dct bycnhevtyns bvt.n cdjb vbyecs b jhufybxtybz.
Ífghbvth, «dbhecs» ;bden jxtym ytljkuj – gbr bynthtcf r ghjdjrfwbjyyjve
dbltj bkb cvtiyjq rfhnbyrt lkbncz j,sxyj jrjkj
ytltkb .
 cjwbfkmys[ vtlbf ghjwdtnftn akel, nhjkkbyu b ghjdjrfwbb, k.lb nfv
yfcnhjtys hfpdktrfnmcz, f yt gjregfnm. Ïhbdktxtyyst crblrfvb xbnfntkb
ndbnnthf 'ktrnhjyyjuj vfufpbyf vjuen yt pf[jntnm ybxtuj gjregfnm gj
j,sxysv wtyfv. Âbltj,fyyths b lheubt rhtfnbdyst hfpvtotybz cj,bhf.n
ckbirjv vyjuj ckexfqys[ rkbrjd. Òfr xnj bcgjkmpjdfnm bynthytn-htrkfve
ye;yj c ujhzxbv cthlwtv, yj c [jkjlyjq ujkjdjq b evtksvb herfvb.
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