- Umkhankaso wokukhangisa uyisethi ehlanganisiwe yezenzo, imiyalezo, kanye nezingcezu zokudala ezihloselwe izinhloso ezithile zebhizinisi noma zomkhiqizo.
- Impumelelo yayo incike ekuchazeni ngokucacile izilaleli eziqondiwe, umyalezo oyinhloko, ingxubevange yabezindaba, isabelomali, kanye nama-KPI okulinganisa.
- Kunezinhlobo eziningi zemikhankaso kuye ngokuthi inhloso, umkhiqizo kanye nesiteshi sini, kusukela ekuqalisweni nasekukhushulweni kuya ezenzweni zokuqwashisa umphakathi.
- Inhlanganisela yocwaningo, isu, ubuhlakani, kanye nokuhlaziywa kwedatha kuguqula ukukhangisa kube yisivikelo esiqondile sokuthengisa, ukuqwashisa ngomkhiqizo, kanye nokwethembeka kwamakhasimende.
Uma uke wabona isikhangiso wacabanga ukuthi, "Konke kuhlanganiswe kahle: umyalezo, umculo, isiqubulo, ngisho nalapho kuvela khona," ububheke... umkhankaso wokukhangisa oklanyelwe phansi kuze kufike ku-millimeterNgemuva kwesikhangiso ngasinye sezentengiselwano, ibhanela, noma izinkundla zokuxhumana, akukho ukuqamba amanga, kodwa isu elihleliwe lokufeza imigomo ethile.
Qonda Uyini umkhankaso wokukhangisa, uhlelwe kanjani, futhi wenziwa kanjani? Lokhu kubalulekile kungakhathaliseki ukuthi usebenza ekukhangiseni noma unebhizinisi futhi ufuna ukutshala imali ekukhangiseni ngaphandle kokuchitha imali. Kuyo yonke le ndatshana, uzothola izincazelo, izinhlobo zomkhankaso, izakhi, izigaba, izinhloso, izibonelo, kanye nabezindaba, konke kuhlanganiswe kumhlahlandlela ophelele kodwa olula ukuwuqonda.
Uyini umkhankaso wokukhangisa?
Umkhankaso wokukhangisa uyindlela isethi yezenzo zokuxhumana ezihlelekile ezithuthukiswayo ngokuhamba kwesikhathi ukuze zikhuthaze umkhiqizo, isevisi, uhlobo noma umqondo kubabukeli abathile, zifuna ukuvusa ukusabela okulinganiselwe: ukuthengisa okwengeziwe, ukuqwashisa okwengeziwe, ukubhaliswa okwengeziwe, ukuvakasha okwengeziwe, ukushintsha kwesimo sengqondo, njll.
Lawa abelana nge- umqondo ofanayo wokudala, umyalezo owodwa oyinhloko, kanye nomgomo owodwa ofanayo, yize bevumelana nezimo ezahlukene (ividiyo, indawo yomsakazo, isikhangiso sezokuxhumana, ibhodi lokumaketha langaphandle, ibhena…) kanye neziteshi ezahlukene, zombili zendabuko nezedijithali.
Umkhankaso uvame ukuhlelwa ukuthi ukushaya "ithagethi" echazwe kahle futhi ivuselelwa ngezigaba, ngayinye inokugxila kwayo: isethulo, ukuqinisa, isikhumbuzo, ukukhushulwa, ukwethembeka… Konke lokhu kuncike ku-a isabelomali kanye nekhalenda lemidiya ezinquma ukuthi kwenziwani, kuphi futhi nini.
Isici esibalulekile ukuthi umkhankaso awusona nje isikhangiso esisodwa, esizimele: isu lomhlaba wonke elinezingcezu eziningana eziqondileokulinganiswa ngama-KPI (izinkomba zokusebenza ezibalulekile) njengokufinyelela, ukuchofoza, ukuhola, ukuthengisa, ukuqwashisa ngomkhiqizo noma ukuzibandakanya.
Izinhloso zomkhankaso wokukhangisa
Ngaphambi kokubhala umugqa owodwa wekhophi noma ukuqasha izikhungo zemidiya, udinga ukucacisa ngalokhu. Iyini inhloso yokuqalisa umkhankaso?Izinhloso ezivame kakhulu zihlanganisa imigomo yezentengiselwano kanye neyokuklengisa, futhi zakhiwe ngendlela ethile nelinganisekayo.
Ngokombono webhizinisi, umkhankaso ungahlose ukwandisa ukuthengisa esikhathini esifushane noma esiphakathiQalisa umkhiqizo omusha, thuthukisa isigaba esithile, vula imakethe endaweni entsha, noma usekele inethiwekhi yokuthengisa ngesidingo esibangelwa ukumaketha.
Ngokombono wophawu, imikhankaso eminingi yenzelwe Khulisa ukuqwashisa ngomkhiqizo, uthuthukise ukuqonda, futhi uqinise ukuma endaweni ethileIsibonelo, ukubeka kabusha uhlobo njengoluzinzile kakhudlwana, olufinyeleleka kalula, olusezingeni eliphezulu, noma olunemibono emisha uma kuqhathaniswa nomncintiswano.
Ukuqondisa imikhankaso khiqiza futhi ukhulise abantu abaholayoIkakhulukazi emabhizinisini e-B2B noma emikhiqizweni ehilelekile kakhulu: thola ukubhaliswa, izicelo zedemo, ukulandwa kwezinsiza noma izivivinyo zamahhala ukuze ithimba lokuthengisa likwazi ukusebenza kulawo mathuba.
Emkhakheni wezikhungo noma wezenhlalo, izinhloso zishintsha ukugxila futhi ziqondiswe ku ukukhulisa ukuqwashisa, ukuzwela, noma ukuguqula ukuziphatha okuhlobene nempilo, imvelo, ukuphepha emgwaqweni, ukulingana, ukubandakanywa noma ezinye izindaba ezithinta umphakathi.
Isakhiwo kanye nezinto eziyisisekelo zomkhankaso wokukhangisa
Ukuze umkhankaso usebenze ngempela, umqondo omuhle akwanele: udinga isakhiwo esicacile esinezici ezichazwe kahle ezisebenza njengesisekelo sakho konke ukuhlela kanye nengxenye yokudala.
Okokuqala kukhona izithameli eziqondiwe noma imakethe eqondiweIqembu eliqondiwe: iqembu labantu esifuna ukubafinyelela. Lokhu kufaka phakathi idatha yabantu (ubudala, ubulili, indawo, izinga lezenhlalo nezomnotho), kodwa kanye nezintshisekelo. izinhlobo zokuziphatha kokuthengaImikhuba nezisusa zabathengi. Uma ubuntu bomthengi buchazwa kangcono, kuzoba lula ukukhetha umlayezo kanye nesiteshi esifanele.
Isici sesibili esiyinhloko yi- umlayezo obalulekileUmqondo oyinhloko umlayezo esifuna izilaleli ziwukhumbule. Kumelwe ube lula, uhambisane, futhi uhambisane nesiphakamiso senani lomkhiqizo. Kusukela kulo mbono oyinhloko, kwakhiwa iziqubulo, amakhophi, imibhalo, kanye nokulungiswa kwendlela ngayinye.
Esinye isici esibalulekile yi- call to action (CTA)Ngamanye amazwi, lokho esifuna umuntu akwenze ngemva kokubona isikhangiso: thenga, bhalisa, vakashela iwebhusayithi, zama idemo, bhalisa, landa uhlelo lokusebenza, bhukha i-aphoyintimenti… Ngaphandle kwe-CTA ecacile, umkhankaso uhlala uwukuvezwa nje.
Ekugcineni, isakhiwo siqediwe nge isabelomali esitholakalayo kanye nokuhlela isikhathiImali ilawula ingxubevange yabezindaba, ubude bomkhankaso, ukufinyelela, kanye nengcindezi yokukhangisa. Isikhathi sibeka izinsuku zokukhiqiza, ukuqaliswa, iziqongo zokutshalwa kwezimali, kanye nokuphela komkhankaso.
Izinto zokudala ngaphakathi kwezikhangiso
Ingxenye ngayinye yokukhangisa eyingxenye yomkhankaso yakhiwe yizinto eziningana zokudala okumele zisebenzisane. Eyokuqala yi- isihloko noma isiqubulo, lowo mbhalo omfushane nonamandla obamba ukunaka ngokushesha futhi ugxile emqondweni oyinhloko womkhankaso.
Sabe sesithola umbhalo oyinhloko noma umzimba wesikhangisoLesi sigaba sichaza izinzuzo, izici, kanye nezinzuzo zomkhiqizo noma isevisi. Umgomo lapha ukwazisa nokukholisa, ukugcina ithoni ihambisana nomkhiqizo futhi ivumelaniswe nefomethi nesiteshi ngasinye.
Isici sokubuka sibaluleke ngokulinganayo: a isithombe esidonsa amehlo noma insiza yezithombe Kungabaluleka kakhulu ekubambeni ukunaka, ukudlulisa imizwa, nokusiza abantu bakhumbule umkhankaso. Kumavidiyo nakuthelevishini, lesi sici sokubuka sihlanganiswa nesigqi, ukuhlela, nomculo.
Futhi, ingxenye iqediwe nge- isicelo esiqondile nesiqondakala kalula sokwenza okuthileKungaba inkinobho yedijithali, i-URL emfushane nekhumbulekayo, inombolo yocingo, ikhodi ye-QR, noma imiyalelo yomlomo emsakazweni nakuthelevishini.
Izici zomkhankaso omuhle wokukhangisa
Ngale kwezinto, imikhankaso esebenza ngempela ihlanganyela inani elithile izici ezivamile ezenza umehluko phambi komsindo oqhubekayo esivezwa kuwo.
Umkhankaso oqinile unamandla okwenza ukufundisa imakethe okuqondiwe kuyoAyigcini nje ngokuthengisa, kodwa futhi icacisa ukungabaza, ichaza ukusetshenziswa, iphikisane nokuphikiswa futhi inikeze ulwazi oluwusizo oluqinisa ukuzethemba kumkhiqizo kanye nalokho okunikezayo.
Ngaphezu kwalokho, kubonakaliswa yi thola ukunaka kusukela kumzuzwana wokuqalaKungakhathaliseki ukuthi kungomqondo wokuqala, isethulo esihlaba umxhwele, ukushintshwa kwendaba okungalindelekile, noma isithembiso esibaluleke kakhulu kumsebenzisi, uma isithakazelo singabanjwa ngokushesha, izethameli ziyalahleka.
Esinye isihluthulelo ukuthi imfushane, icacile futhi inethoni enobunganeAkekho onesikhathi noma isineke semiyalezo eyinkimbinkimbi; uma isikhangiso siqondile futhi sinobuntu, sizongena kangcono empilweni yansuku zonke yezilaleli.
Okokugcina, imikhankaso ephumelela ngempela ivame ukuba kulula ukukhumbula: zishiya imishwana, izithombe, noma imizwa ngemuva ezihlala engqondweni futhi ezihlotshaniswa ngokuzenzakalelayo nomkhiqizo, njengokuthi "Just Do It" noma "Think Different".
Inqubo yesinyathelo ngesinyathelo yokudala umkhankaso wokukhangisa
Ukusetha umkhankaso akulula njengokuchofoza inkinobho ku-Facebook Ads nokuwela iminwe yakho. Kudinga inqubo ehlelekile ku izigaba ezahlukene ezisukela ocwaningweni ziye ekulinganisweni, okuhlanganisa isu, ubuhlakani kanye nokusebenza.
Isigaba sokuqala ucwaningo nokuhlaziyaLapha sifunda ngemakethe, izitayela zemboni, ukuziphatha kwabathengi, kanye nesimo sokuncintisana, kanye izici zangaphandle okungaba nethonya. Umkhiqizo noma isevisi, indawo yayo yamanje, kanye nesiphakamiso sayo senani uma kuqhathaniswa nezinye izindlela nakho kuhlaziywe kahle.
Ngesikhathi esifanayo, okulandelayo kuchazwa ngokunembile: umthengi persona: bangobani, ukuthi banenkinga enjani, ukuthi bayayazisa kanjani, banquma kanjani, yiziphi izimpikiswano abangase baziphakamise, yiziphi iziteshi zezindaba abazisebenzisayo, yiluphi ulimi abalusebenzisayo, kanye nezidingo zangempela abafuna ukuzihlangabezana nazo.
Ngalesi sisekelo, singena esigabeni incazelo yezinhlosoImigomo eklanywe kusetshenziswa izindlela ze-SMART (eziqondile, ezilinganisekayo, ezifinyelelekayo, ezifanele, nezinqunyelwe isikhathi). Ezinye izibonelo: ukwandisa ukuthengiswa komugqa womkhiqizo othize ngo-20%, ukuthola ulwazi lomkhiqizo olwengeziwe ngo-30% esigabeni, ukukhiqiza ama-lead afanelekayo angu-2.000, noma ukwandisa abalandeli bezinkundla zokuxhumana bomkhiqizo.
Uma imigomo isibekiwe, isinyathelo esilandelayo ukuhlela amasuKuchazwa indawo efiselekayo, umyalezo oyinhloko womkhankaso, indlela yokuxhumana, kanye nesiphakamiso senani okufanele sidluliselwe ezilalelini eziqondiwe.
Ngalesi sisekelo samasu, umqondo wokudala noma "umqondo omkhulu"okuzoba umgogodla womkhankaso. Kusukela kulo mqondo, kukhiqizwa iziqubulo, amakhophi, izikripthi, izingcezu zezithombe, izithombe ezilalelwayo, kanye nokuguqulwa kwendlela ngayinye.
Uma umqondo kanye nezingcezu eziyinhloko sezicacile, sekuyisikhathi sokuthi uhlelo lwemidiya neziteshiUkuhlanganiswa kwemidiya yendabuko (ithelevishini, umsakazo, abezindaba, abangaphandle) kanye nemidiya yedijithali (amanethiwekhi omphakathi, izinjini zokusesha, ukubonisa, ividiyo eku-inthanethi, i-imeyili, abantu abanethonya...) kuyanqunywa, njalo kuye ngokuthi kuhloswe ini, isabelomali kanye nezinhloso.
Njengoba uhlelo lwabezindaba seluchaziwe, ikhalenda enemininingwane noma umugqa wesikhathi, lapho izinsuku zokukhiqiza, ukulethwa kwabezindaba, ukuqala nokuphela komkhankaso, amagagasi okukhangisa kanye nezikhathi zokucindezela okukhulu ziphawulwa khona.
Umkhankaso uqala esigabeni se- ukuqaliswa kanye nokusetshenziswaLokhu kuhilela amaphrofayili amaningi: abadali, ababhali, abaklami, abakhiqizi, ochwepheshe bezindaba, abaphathi bezokuxhumana, abahlaziyi bedatha, kanye nabaphathi bama-akhawunti.
Uma usuqalile ukusebenza, umkhankaso kumele uhambisane ukuqapha okuqhubekayo kanye nokwenza ngconoAmamethrikhi abuyekezwa ngesikhathi sangempela, izinkinga ziyatholwa, ukuhlukahluka kuyahlolwa (ukuhlolwa kwe-A/B), amabhidi kanye nokuqondiswa kwemidiya yedijithali kuyalungiswa, futhi ukuthembela endleleni yokuhlaziyaUtshalomali luphinde lwabiwe ezingxenyeni naseziteshini ezinikeza ukusebenza okuhle kakhulu.
Ekugcineni, ukuhlolwa okuphelele kwemiphumelaAma-KPI aqhathaniswa nezinhloso zokuqala, kubalwa i-ROI, kuhlaziywe izifundo ezifundwayo, bese kuthathwa iziphetho zemikhankaso yesikhathi esizayo. Lesi sigaba sokuhlaziya sibalulekile ekuthuthukisweni okuqhubekayo.
Izingxenye zamasu zanoma yimuphi umkhankaso
Ngale kwezinto zokudala, yonke imikhankaso yobungcweti isekelwe ochungechungeni lwezinto izingxenye zamasu okufanele zibhalwe phansi, ngokuvamile kufakwe encwadini emfushane.
Omunye wabo nguyena uqobo isifinyezo somkhankaso: idokhumenti efingqa isimo sokuqala, izinhloso, izethameli eziqondiwe, umkhiqizo noma isevisi, umncintiswano, isabelomali, isikhathi, ama-KPI kanye nanoma yimiphi imikhawulo noma izidingo ezithile zomkhangisi.
Incazelo ecacile ye iziteshi zokusakazaKokubili ku-inthanethi nangaphandle kwe-inthanethi. Ithelevishini, umsakazo, ukukhangisa kwangaphandle, imithombo yezokuxhumana, izinjini zokusesha, i-imeyili, abantu abanethonya, amabhulogi, kanye nemidiya ekhethekile kuhlala kukhethwa ngokusekelwe ekutheni izilaleli zichitha isikhathi sazo kuphi.
El isabelomali kanye nokwabiwa kwaso phakathi kwezindaba kanye nokukhiqiza Kungenye insika eyisisekelo. Umkhankaso omkhulu onezindawo ze-TV zesikhathi esiphambili awufani nomkhankaso wokusebenza kwedijithali ongu-100% onezimali ezihlukaniswe kakhulu ezilungiselelwe kuze kube sekuguqulweni kokugcina.
Ekugcineni, Ama-KPI kanye nezilinganiso zokulandelela okuzosetshenziswa ukuhlola impumelelo: imibono, ukufinyelela, imvamisa, i-CTR, ama-lead, izindleko ngokuthengwa ngakunye, ukwanda kokuthengisa, ukukhumbula izikhangiso, umuzwa womkhiqizo, njll.
Izinhlobo zemikhankaso yokukhangisa ngokwenhloso yazo
Imikhankaso ingahlukaniswa ngezindlela eziningi, kodwa enye yeziwusizo kakhulu ukuyihlanganisa ngokwezigaba iyini inhloso yokuzifeza? ngokombono wezohwebo noma wophawu.
I-Las ukuqalisa imikhankaso Zisetshenziselwa ukwethula umkhiqizo, isevisi, noma ngisho nomkhiqizo wonke emakethe. Ngokuvamile zigxila ekuchazeni ukuthi uyini, uhloselwe bani, nokuthi yini enikezayo ehlukile kulokho osekukhona kakade.
I-Las imikhankaso yokukhuthaza ukuthengisa Zenzelwe ukuletha imiphumela yesikhashana, ngokuvamile zinikeza izaphulelo, amadili okuthenga okukodwa, amakhuphoni, izipho, noma okunikezwayo kwesikhathi esikhethekile. Zihlose ukuqala ukuthengwa ngokushesha.
I-Las imikhankaso yomkhiqizo noma yesithombe Bahlose ukuqinisa ukuqwashisa kanye nezindinganiso zomkhiqizo wenkampani. Abakhulumi njalo ngomkhiqizo othize, kodwa bagxila ekutheni ungubani umkhiqizo, ukuthi umelelani, nokuthi ufuna ukuba kuphi engqondweni yomthengi.
Olunye uhlobo oluvamile yi- imikhankaso yokushintsha noma yokushintsha igamaLawa maqhinga aklanyelwe ukushintsha umbono womphakathi ngomkhiqizo noma uphawu. Asetshenziswa, isibonelo, lapho kuthuthukiswa isithombe somkhiqizo, ukwandisa izithameli eziqondiwe, noma ukusuka kulebula langaphambilini.
I-Las imikhankaso yokwethembeka Bafuna ukuqinisa ubudlelwano namakhasimende akhona, ngokuvamile ngezinhlelo zamaphuzu, okunikezwayo okukhethekile, ukuxhumana okwenziwe ngezifiso, noma okuqukethwe okubalulekile okugcina isibopho futhi kukhuthaze ukuthengwa okuphindaphindiwe.
I- imikhankaso yokwandisaLokhu kuklanyelwe ukungena ezimakethe ezintsha zezwe noma izithameli eziqondiwe. Kulezi zimo, kuvamile ukuvumelanisa umyalezo nomehluko wamasiko noma ukusetshenziswa.
Ekugcineni, emkhakheni wezikhungo sithola ukuqwashisa umphakathi, ukuzwela noma imikhankaso yezikhungo, igxile ekushintsheni izimo zengqondo, ekukhuthazeni imikhuba enempilo, ekuvikeleni amalungelo noma ekuqiniseni idumela lenhlangano yomphakathi, i-NGO noma inkampani ezibophezele ekuthwaleni umthwalo wemfanelo emphakathini.
Izinhlobo zemikhankaso ngokuya ngomkhiqizo kanye nesiteshi
Enye indlela yokuhlukanisa imikhankaso ukubheka kokubili into ekhuthazwayo njengasesiteshini esiyinhloko lokho kusetshenziselwa ukufinyelela izilaleli eziqondiwe.
I-Las imikhankaso yomkhiqizo Zigxila kumkhiqizo noma uhla oluthile. Zigqamisa izici zawo, izinzuzo ezihlukile, nezizathu zokuwukhetha, futhi zithembele emilayezweni eqondiswe kakhulu esiphakamisweni senani kanye nesilingo somkhiqizo.
Leli qembu lihlanganisa futhi imikhankaso yokuthatha amasampulaLena imikhankaso yokuphromotha lapho kusatshalaliswa khona amasampula amahhala ukuze abathengi bakwazi ukuzama umkhiqizo ngaphandle kwengozi. Zivamile emikhakheni yokudla, yezimonyo, kanye neyokuhlanzeka komuntu siqu, futhi zivame ukubiza kakhulu ngenxa yezindlela zokuthutha ezihilelekile.
Uma sibheka ngesiteshi, sithola imikhankaso kwezokuxhumana zendabuko (ithelevishini, umsakazo, abezindaba, omagazini, abangaphandle), okuvumela ukufinyelela izithameli eziningi kodwa ngezigaba ezilinganiselwe kanye nesabelomali esiphezulu.
Ngakolunye uhlangothi kukhona imikhankaso yezokuxhumanaBasebenzisa amapulatifomu afana ne-Instagram, i-Facebook, i-TikTok, i-YouTube, i-LinkedIn, noma i-X ukuze bahlukanise kahle futhi badale izingxoxo ezizungeze umkhiqizo ngokuqukethwe, izikhangiso ezikhokhelwayo, ama-hashtag, kanye nokusebenzisana nabantu abanethonya.
Futhi okubaluleke kakhulu yilokhu imikhankaso yokumaketha kwezinjini zokusesha (i-SEM)Lezi izikhangiso zokukhokha ngokuchofoza ezivela lapho othile efuna imigomo ehlobene nomkhiqizo noma isevisi. Ngokuvamile zihloselwe ukuguqulwa okuqondile futhi zithuthukiswa ngokubhida kanye nekhwalithi yesikhangiso.
Okokugcina, kunemikhankaso ethile ye- ukumaketha okuhambisanayo, ukumaketha kokubonisa, ukumaketha kwamavidiyo aku-inthanethi, ukumaketha nge-imeyili, noma ukuqondisa kabusha, esetshenziswa kabanzi kwezentengiselwano ze-e kanye nebhizinisi ledijithali ukushayela ithrafikhi, ukubuyisa izinqola ezilahliwe, ukuphinda ubandakanye abasebenzisi asebevele bebonise intshisekelo, noma ukukhulisa ukuthengisa ngezivumelwano nabashicileli bangaphandle.
Abezindaba namathuluzi okusabalalisa umkhankaso
Ukukhetha imidiya efanele kubaluleke kakhulu njengokuthola umyalezo ngendlela efanele. Isiteshi ngasinye sinesaso izinzuzo, imikhawulo kanye namafomethi afanele, futhi ukuzihlanganisa ngokuhlakanipha kwandisa ukusebenza kahle komkhankaso.
La ithelevishini Ihlala ilungele ukufinyelela izithameli eziningi nokwakha ukuqwashisa okusheshayo komkhiqizo ngokuhlanganisa isithombe, umsindo, kanye nemizwa. Kodwa-ke, idinga isabelomali esikhulu futhi ayivumeli ukuqondiswa okuqondile kwemidiya yedijithali.
La radio Ikuvumela ukuthi usebenze ngokuvama komthelela ngezindleko ezilinganiselwe futhi ilungele imikhankaso yamaqhinga, uxhaso lwezinhlelo, kanye nemiyalezo ehambisana nezilaleli emotweni, ekhaya, noma emsebenzini.
La imithombo yezindaba ephrintiwe kanye nomagazini Zinikeza umongo onolwazi noma okhethekile lapho izikhangiso zingathola khona ukwethembeka. Ngaphezu kwalokho, zivumela ukuhlanganisa ubuciko bezithombe nombhalo oyinkimbinkimbi.
La ukukhangisa kwangaphandle (Amabhodi amakhulu, amatende amakhulu, imibukiso yedijithali, ezokuthutha zomphakathi, ukumaketha kwama-guerrilla emgwaqweni) kuvelele ngokubonakala kwawo kanye nokuhlanganisa uphawu nezindawo ezibalulekile. Kuwusizo ikakhulukazi ekuqiniseni imikhankaso esivele ibonwe kweminye imithombo yezindaba.
Esimweni se-inthanethi, imidiya yezenhlalo kanye nokukhangisa kokubonisa (Amabhanela, izikhangiso zomdabu, ama-interstitials) avumela ukuhlukaniswa okunembe kakhulu, amafomethi asebenzisanayo, kanye namakhono okulinganisa anamandla. Ukutshalwa kwezimali kungalungiswa cishe ngesikhathi sangempela ngokusekelwe emiphumeleni.
El imeyili marketing Isebenza kahle kakhulu ekukhuliseni abantu abaholayo nokwakha ukwethembeka, ngezincwadi zezindaba, okuzenzakalelayo, kanye nokuxhumana okwenziwe ngezifiso, kuyilapho i-retargeting Kusiza ekubuyiseni labo asebevele bevakashele iwebhusayithi noma ababonise intshisekelo kumkhiqizo.
Ukukhangisa nge-eCommerce nokusebenza
Kwezentengiselwano ze-inthanethi, ukukhangisa kuba nokulinganiswa okukhulu futhi kugxile emiphumeleni. Ukukhangisa kwe-eCommerce kusekelwe emikhankasweni ekhokhelwayo kumapulatifomu ezinkampani zangaphandle njenge-Google, i-Meta, i-Amazon noma amanye amanethiwekhi, kugxilwe ekuchofozeni, ekuthengiseni kanye nasekubuyiselweni kwemali ekutshalweni kwezimali.
Ngaphakathi kwalesi simo, ukumaketha okubambisene Kuyindlela ebanzi: imikhiqizo ikhokha amakhomishini kubashicileli noma abadali bokuqukethwe ngokuthengisa ngakunye noma isenzo esidalwe yizixhumanisi zabo. Kuyindlela yokwandisa ukufinyelela ngaphandle kokuthatha yonke ingozi ngokuqondile.
La ukukhangisa kokubonisa namavidiyo Iphinde idlale indima ebalulekile ekutholeni ithrafikhi efanelekile, iqinise ukubuyiselwa komkhiqizo, kanye nokusekela ukwethulwa komkhiqizo, ikakhulukazi uma kuhlanganiswa namasu okumaketha kabusha ahlelwe kahle.
Ezinkundleni zokuxhumana, izitolo eziku-inthanethi zisebenzisa imikhankaso ene- amafomethi athile ekhathalogi, amaqoqo, noma izikhangiso ezishintshashintshayo ezibonisa imikhiqizo eyenzelwe izintshisekelo zomsebenzisi ngamunye kanye nokuziphatha kwakhe kwangaphambilini, ngaleyo ndlela kwandisa ukufaneleka kanye namathuba okuthenga.
Indlela yokuguqula umkhankaso ube ngokwezithameli eziqondiwe
Umkhankaso ojwayelekile ozama ukukhuluma nawo wonke umuntu uvame ukuphela ukungaxhumani namuntu ngempelaNgakho-ke, ukuvumelanisa isu nezintshisekelo zezilaleli ezithile kubalulekile ukuze kugwenywe ukuchitha isabelomali.
Isiqalo ngu-a ucwaningo olujulile lwezithameli: ubudala, ubulili, indawo, izinga lemali engenayo, kodwa futhi nezindinganiso, ukukhathazeka, izifiso, imithombo yezindaba esetshenziswayo, ukusetshenziswa kaningi kwesiteshi ngasinye kanye nokuziphatha kokuthenga.
Ngalesi sithombe esicacile, umyalezo olimini, ithoni kanye nezinkomba lokho kufaneleka kakhulu kulabo babukeli. Awukhulumi ngendlela efanayo nentsha njengoba wenza nabaphathi bebhizinisi, noma nezithameli ezivamile njengoba wenza ngesikhundla sobuchwepheshe obuphezulu.
Bakhethiwe futhi abezindaba namafomethi asetshenziswa kakhulu yileyo ngxenyeUma izithameli zakho eziqondiwe zihlala ku-Instagram naku-TikTok, ukutshala imali emithonjeni yezindaba ephrintiwe ngeke kube nomqondo omkhulu; uma izithameli zakho zisesigabeni se-B2B esiphezulu, i-LinkedIn, i-imeyili, kanye nemicimbi cishe kuzoba ngcono kakhulu.
Ekugcineni, zingaklanywa ukuhlukahluka komkhankaso wezingxenye ezincane ezahlukene, ukulungisa izinto zokudala, okunikezwayo kanye nemiyalezo ngokusekelwe ezingeni lokuqwashisa ngomkhiqizo, isigaba se-funnel yokuthenga noma izisusa ezithile zeqembu ngalinye.
Izinzuzo zokutshala imali emikhankasweni yokukhangisa
Uma kwenziwa kahle, imikhankaso yokukhangisa inikeza uhla lwezinhlobo ezahlukene izinzuzo ezithinta ngqo ibhizinisi kanye nasebudlelwaneni nezilaleli eziqondiwe.
Okusobala kakhulu yi- ukuthengisa okwandisiwe kanye nenzuzo ekutshalweni kwezimaliIkakhulukazi emikhankasweni egxile ekuguqulweni okuqondile noma ekukhangiseni umkhiqizo. Uhlelo oluhle lwabezindaba, olunobuciko obuhle, lungandisa umthelela wesabelomali esitshaliwe.
Ngaphezu kwalokho, imikhankaso eyakhiwe kahle iyasiza qinisa ukuqashelwa komkhiqizo kanye nesithombeukudala ubudlelwano obuhle ezingqondweni zabathengi kanye nokuhlala endaweni ekhethwayo uma kuqhathaniswa nomncintiswano.
Enye inzuzo eyinhloko yi- ikhono lokuheha nokugcina amakhasimendeNgemikhankaso ephindaphindayo, izinhlelo zobudlelwano, kanye nokuqukethwe okubalulekile, umkhiqizo ungahlala ukhona empilweni yansuku zonke yomphakathi, wandise inani lawo lokuphila njengekhasimende, futhi uthuthukise imvamisa yokuthenga.
Ekugcineni, imikhankaso ikhiqiza inani elikhulu idatha ngokuziphatha, izintandokazi kanye nempendulo ezisebenza njengokufaka isandla ekuphuculeni umkhiqizo, amanani kanye namasu okumaketha esikhathi esizayo, ngaleyo ndlela zidale umjikelezo wokuthuthuka okuqhubekayo.
Ukuqonda ngokujulile ukuthi umkhankaso wokukhangisa uyini, ukuthi uklanywe kanjani, ukuthi yiziphi izinhloso ongaziphishekela, ukuthi yiziphi izinhlobo ezikhona nokuthi yiziphi izakhi eziqukethwe yiwo kwenza umuntu akwazi yenza izinqumo ezihlakaniphe kakhulu Uma kukhulunywa ngokutshala imali kwezokuxhumana, ukuhlanganisa ukuhlaziya, isu, ubuciko, kanye nokulinganisa kuguqula ukukhangisa kusuka ezindlekweni ezingacacile kube... ithuluzi elithile ongasebenzisa ukuthuthukisa ukuthengisa, ukwakha uphawu, ukudala ukwethembana nokuxhumana ngempela nezithameli ofuna ukuzifinyelela.
