Ubuchwepheshe BokukhangisaUkukhangisa OkuqukethweSesha MarketingI-Social Media & Influencer Marketing

Ingabe Ukumaketha Kwabasha Kushintshe Kanjani Esizukulwaneni?

Njengobaba ongayedwa owakhulisa izingane ezimbili ezeve eshumini nambili, angikhohliwe ngethonya ingane engaba nalo ezinqumweni zokuthenga zabazali. Nakuba imali yayihlale iqinile, ngangihlale ngibonakala ngithola imali yokuthenga okulandelayo - nakuba kwakuyinto yokuzilibazisa eyakhayo, imfashini yakamuva, noma i-smartphone elandelayo. Izingane zami azikuhlukumezanga lokhu… kodwa kwakukhona ingcindezi enkulu nokho.

Intsha iyinani labantu elibalulekile ezinkampanini ngezizathu ezimbalwa:

  • Ukwethembeka Komkhiqizo: Iminyaka yobusha yilapho abantu bethuthukisa izintandokazi zomkhiqizo ezingahlala kuze kube abantu abadala. Ukusungula ukuqashelwa komkhiqizo nokwethembeka naleli qembu lobudala kungaholela ekugcinweni kwamakhasimende isikhathi eside.
  • Amandla Okuthenga: Namuhla, intsha inethonya elikhulu ekusetshenzisweni kwemali kwasekhaya. Bavame ukushintsha ukuthenga kwemindeni yabo, okuhlanganisa ubuchwepheshe, amaholide, nokukhetha kokudlela.
  • Abamukeli Bakuqala: Intsha ithanda ukuba ngabamukeli bokuqala bobuchwepheshe namathrendi, okungaba semqoka ekwenzeni umkhiqizo ube negciwane.
  • Usayizi Wemakethe kanye Nokukhula Kwezindleko: Isibalo sentsha yomhlaba wonke simele ingxenye yemakethe enkulu enamandla okusebenzisa imali njengoba ingena emsebenzini futhi iba abathengi abazimele.
  • Umthelela Ekuthengeni Kontanga: Intsha inomthelela ezinqumweni zokuthenga zomunye nomunye, ngezincomo zontanga ezivame ukuba nesisindo esikhulu kunokukhangisa kwendabuko.
  • Imakethe Esheshayo Nezayo: Ngokuthwebula imakethe yentsha, izinkampani zisebenzisa imali yazo yamanje futhi zizibekele izinzuzo zesikhathi esizayo njengoba amandla okusebenzisa entsha enyuka.

Ubuchwepheshe buguqule kakhulu ukuziphatha kwabathengi bentsha kanye namaphethini okuthenga ngezindlela ezimbalwa uma kuqhathaniswa nesizukulwane esedlule. Nawa amachashazi athile agqamisa lezi zinguquko:

Lesi sizukulwane

  • Ukwenyuka kokusetshenziswa kwe-inthanethi kwansuku zonke kusuka ku-92% yentsha ngo-2014-15 kuya ku-97% namuhla.
  • Iphesenti lentsha eku-inthanethi cishe njalo liphindeke kabili lisuka ku-24% laya ku-46%.
  • Izinkundla zokuxhumana ezifana TikTok babe ngabathonya abaphawulekayo ekuphileni kwentsha.
  • Ubunikazi obuphezulu be-smartphone, no-97% wabantu abasha abanayo.
  • Ukuthenga ku-inthanethi kunikeza ukuhlukahluka okukhulu kanye nokufinyelela kumathrendi omhlaba.
  • Ukucindezela kontanga kanye nezitayela kukhuliswa ngokuchayeka ezinkundleni zokuxhumana.
  • Ukutshala imali okungokomzwelo okubalulekile ezinkundleni zokuxhumana.
  • Naphezu kokuthambekela kokubophezeleka kwezimali, nentsha engu-8 kwabayi-10 ezibheka njengabahlakaniphile ngokwemali, kusenentshisekelo ephezulu ezintweni ezingathengeki.

isizukulwane sokugcina

  • Ukuchayeka kancane ekukhangiseni kwe-inthanethi kanye nomthelela wontanga ku-inthanethi.
  • Intsha ethengiwe ngokusekelwe kumaphromoshini asesitolo, izincomo zontanga, nokukhangisa kwendabuko.
  • Ukumaketha bekunomkhawulo ngokuyinhloko ngokutholakala ngokomzimba ezitolo zasendaweni nasezinxanxatheleni zezitolo.
  • Ukuthembela okwengeziwe kusiqondiso sabazali ngezinqumo zokuthenga.
  • Ukuxhumana ngemikhiqizo ngomlomo-ngomlomo (OWESIFAZANE) kanye nokubuka okuqondile.

Izibalo kanye nezifundo zibonisa ukuthi ubuchwepheshe bunikeze intsha ukuzimela okwengeziwe nolwazi ekukhetheni kwayo ukuthenga kuyilapho ibavezela ekusakazeni okuqhubekayo kokukhangisa okuhlosiwe kanye nomthelela wontanga. Lokhu kudale iqembu labathengi elinolwazi olunzulu futhi elisengozini yokuthola izingcindezi zokumaketha ku-inthanethi namathrendi omphakathi. Isikhathi esingeziwe esichithwa ku-inthanethi kanye nokutshalwa kwezimali ngokomzwelo ezinkundleni zokuxhumana nakho kunomthelela enhlalakahleni yentsha nokuziphatha kwabathengi.

I-Ethical Marketing To Teenagers

Uma ufuna ukubuka ifilimu ekhombisa ukuthi ukumaketha kuyithinta kanjani intsha, noma ungaqondile, ungabheki okunye I-Big Vape ku-Netflix. Ukwamukelwa ngobuningi kwamadivayisi kaJuul asakaza njengomlilo wequbula phakathi kwentsha, kokubili kwacebisa futhi kwadida inkampani eyagcina ibhujiswe yikho.

  • Hlonipha Ubumfihlo: Qinisekisa ukuthobela imithetho yokuvikela idatha.
  • Gwema Ukuchayeka ngokweqile: Qaphela amathuba okutubeka kwedijithali kanye nomthelela ongemuhle ongokwengqondo, ugweme amasu okuthengisa anolaka kakhulu.
  • Ukufaneleka Kokuqukethwe: Qinisekisa ukuthi konke okuqukethwe kufanelekile kubantu abasha futhi akukhuthazi ukuziphatha okulimazayo.
  • Ukuphawula: Yiba obala mayelana nenhloso yokuthengisa yokuqukethwe futhi udalule ubambiswano nokuvumela.
  • Gada Umthelela: Hlola njalo umthelela wokumaketha kwenkundla yezokuxhumana ekuziphatheni kwentsha, ikakhulukazi okuphathelene nempilo nokuphila kahle.
  • Fundisa Abazali: Abazali bazocwaninga izinqumo zokuthenga abavame ukuzenza egameni lentsha, ngakho ukuhlanganisa okuqukethwe okuqondiswe kubazali babo kubalulekile.
  • Izimiso Zokuziphatha: Cabangela imiphumela ebanzi yezimiso zokuziphatha zokuthengisa entsheni, engase ithatheke kalula futhi ibe sengozini yokucindezela kontanga.

Izinkampani kufanele zilinganisele amathuba okumaketha nokuzibophezela ekukhangiseni okunezimiso zokuziphatha ukuze zihlanganyele ngempumelelo nezibalo zabantu abasha kuyilapho zithuthukisa ukuzizwisa okuhle kwabathengi. Izinkampani eziqondise kubathengi abasebasha zingasebenzisa umthelela wobuchwepheshe ngamasu kuyilapho ziqinisekisa ukuthi zibandakanya izinqubo zokumaketha ezinomthwalo wemfanelo. Izinkampani kufanele zithathe izinyathelo zokuphepha ezilandelayo:

  • Zibandakanye Kuzinkundla Ezidumile: Sebenzisa izinkundla zokuxhumana ezithandwa yintsha, njengeTikTok, emikhankasweni yokumaketha.
  • I-Influencer Marketing: Hlanganyela nabagqugquzeli abasebasha abangaphromotha ngokuyiqiniso imikhiqizo kontanga yabo.
  • I-Mobile-First Strategy: Dizayina imikhankaso yokumaketha elungiselelwe ama-smartphones, njengoba intsha eningi iwasebenzisa njengamadivayisi ayo e-inthanethi ayinhloko.
  • Ukumaketha kokuqukethwe: Dala okuqukethwe okubandakanyayo okwengeza inani elingaphezu komkhiqizo, njengezifundo, amathiphu endlela yokuphila, nokuzijabulisa okuhlobene nokusetshenziswa komkhiqizo.
  • Ukwenza okuthandwa nguwe: Sebenzisa izibalo zedatha ukuze wenze imilayezo yokumaketha ibe ngeyakho ngokusekelwe kulokho okuthandwayo nokuziphatha komuntu ngamunye.
  • Imikhankaso Esebenzisanayo: Thuthukisa imikhankaso esebenzisanayo ekhuthaza ukubamba iqhaza, efana nemiqhudelwano, ukwakha ukusebenzelana nokwethembeka komkhiqizo.
  • Umphakathi Wokungeniswa: Yakha imiphakathi yomkhiqizo lapho intsha ingahlanganyela khona, yabelane ngezipiliyoni zayo, futhi izizwe inomuzwa wokuba khona.
  • Khuthaza Ukusetshenziswa Kwemali Okubophezelekile: Qondanisa namagugu e-pragmatic esizukulwane Z (IGenZ) ngokukhuthaza ukusetshenziswa kwemali ngendlela efanele kanye nokunikeza izinketho ezifanele isabelomali.

Imithetho Yokuthengisa Yentsha

Kunemithetho eminingana mayelana nokumaketha entsheni, futhi kube nengcindezi yezombusazwe yokuthi kuphasiswe imithetho eqinile ngenxa yokwanda komsebenzi we-inthanethi nokukhathazeka kobumfihlo bedatha.

  • Umthetho Wokuvikela Ubumfihlo Bezingane Ku-inthanethi (I-COPPA): Abantu abaningi babhekisela kulo mthetho kodwa empeleni awulawuli intsha, kuphela izingane ezingaphansi kweminyaka engu-13 ubudala. Imithetho eqondise ukumaketha entsheni ayiqondile kangako futhi imvamisa iyingxube yemithetho ebanzi yokuvikela abathengi, ukuzithiba kwemboni, kanye nemithetho ekhulayo ehloselwe ubumfihlo bedijithali nokuphepha ku-inthanethi.
  • Umthetho Ojwayelekile Wokuvikela Idatha (I-GDPR): E-European Union, i-GDPR inikeza ukuvikelwa kwedatha eqinile nemihlahlandlela yobumfihlo yabo bonke abantu, okuhlanganisa ukucatshangelwa okukhethekile kwezingane.
  • Iqiniso Emithethweni Yokukhangisa: Le mithetho, evame emazweni amaningi, idinga ukuba izikhangiso zibe yiqiniso, zingadukisi, futhi, uma kufaneleka, zisekelwe ubufakazi besayensi.
  • Imihlahlandlela ye-FTC: I-Federal Trade Commission (FTC) e-US inikeza imihlahlandlela yokukhangisa ku-inthanethi eqinisekisa ukuthi ukudalulwa kucacile futhi kusobala ukuze kungakhohlisi abathengi, okuhlanganisa nentsha.
  • Izinqubomgomo ze-Online and Social Media Platforms: Amapulatifomu afana ne-Facebook, Instagram, kanye ne-TikTok anezinqubomgomo zawo mayelana nokukhangisa ezinganeni, okuvame ukufaka imingcele ezinhlotsheni ezithile zokuqukethwe kanye nemfuneko yokuthi izikhangiso zifaneleke futhi zifanele izethameli zentsha.
  • Ukuzilawula Kwemboni: Izimboni ezahlukahlukene zinesethi yazo yezimiso ezizilawulayo zokumaketha. Isibonelo, imboni yokudla neziphuzo ineziqondiso eziqondile zokumaketha ezinganeni kanye nentsha.

Isimo sezwe siyathuthuka njengoba ubuchwepheshe buthuthuka futhi buhlangana kakhulu nempilo yansuku zonke yentsha. Izinkampani kufanele zihlale zinolwazi ngale mithetho kanye nesimo sezepolitiki ukuze ziqinisekise ukuhambisana nezinqubo zokumaketha zokuziphatha. Kunengcindezi eyengeziwe kosopolitiki ukuthi baphumelele izivikelo ezengeziwe zokulawula, ngakho ukuzilawula kungokwazo zonke izinkampani lapho intsha ithonywa ukumaketha.

  • Ubumfihlo Bedatha Nokuphepha: Ngokukhula kokwebiwa kobunikazi kanye nokuphulwa kwedatha, kunenkulumompikiswano eqhubekayo mayelana nokuqinisa imithetho yokuvikela ulwazi lomuntu siqu lwabo bonke abathengi, ikakhulukazi abancane.
  • I-Influencer Marketing: Umthelela okhulayo wabantu benkundla yezokuxhumana uholele ekubizeni imihlahlandlela ecacile nokudalulwa mayelana nokuqukethwe okuxhasiwe kanye nokuvumela.
  • Imikhiqizo Ehlobene Nezempilo: Imikhiqizo yokumaketha efana nogwayi we-elekthronikhi, ukudla okungenamsoco, noma izithasiselo zentsha ingaphansi kokucutshungulwa, ngokumela imithetho eqinile ukuze kuvinjelwe izimangalo zezempilo ezidukisayo.
  • Impilo Yedijithali: Kunokukhathazeka okukhulayo mayelana nesikhathi izingane ezisichitha ku-inthanethi kanye namandla okuba umlutha wedijithali, okuholela ezingxoxweni mayelana nokulawula umnotho wedijithali ukuze kuthuthukiswe inhlalakahle.
  • I-Algorithmic Transparency: Indima yama-algorithms ekuphromotheni okuqukethwe entsheni iwukukhathazeka, abanye abenzi benqubomgomo bafuna ukubeka izinto obala okwengeziwe nokwengamela ukuze kuvinjelwe imikhuba yokukhohlisa.

Ukumaketha entsheni kuyisu eliyinkimbinkimbi, elihlanganisa imithethonqubo, izimiso zokuziphatha, amalungelo abazali, kanye nezingcindezi zomphakathi. Njengabakhangisi, kufanele silinganisele konke lokhu okucatshangelwayo lapho siqondise intsha… futhi sihlale siphapheme ukuze siqinisekise ukuthi sinikeza ngempela inani futhi sicebisa izimpilo zentsha ngaphandle kokuzikhohlisa.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

Izihloko ezihlobene Nalesi

Buyela emuva kunkinobho phezulu
Close

I-Adblock itholiwe

Martech Zone iyakwazi ukukunikeza lokhu okuqukethwe ngaphandle kwenkokhiso ngoba senza imali ngesayithi yethu ngemali engenayo yezikhangiso, izixhumanisi ezingaphansi, noxhaso. Singajabula uma ungasusa i-ad blocker yakho njengoba ubuka isayithi lethu.