Ukukhipha i-TV ku-Lift Brands

uphawu lwethelevishini

Ukudonsa kumakhasimende amasha ngenkathi kuthuthukiswa isithombe somkhiqizo jikelele kuyinselelo eqhubekayo kubakhangisi. Ngokuqhekeka kwezindaba zemidiya nokuphazamiseka kokuhlola okuningi, kunzima ukuzivumelanisa nezifiso zabathengi ngemiyalezo ebhekiswe kubo. Abakhangisi ababhekene nale nselele bavame ukubheka “ukuyiphonsa odongeni ukuze babone ukuthi ayinamatheli” yini, esikhundleni secebo elihlelwe kahle.

Ingxenye yaleli su kusamele ibandakanye imikhankaso yokukhangisa ye-TV, eqhubeka nokuzithethelela njengomthombo ongathengisa umkhiqizo futhi unikeze udumo lomkhiqizo amandla. I-TV ihlala ifanelekile nakulezi zikhathi ezihlukanisiwe, futhi abathengisi abahlakaniphile baphendukela ku-TV ngamasu ukuze bafeze izinhloso namamethrikhi amaningi.

Kuchazwa “Ukuphakanyiswa Komkhiqizo”

Ngomongo walesi sihloko, "ukukhishwa komkhiqizo" kukwanda okuhle kokuthi izethameli ziyibheka kanjani inkampani nokuthi bacabanga kangaki ngayo - isilinganiso "sokunamathela." Isidingo salokhu kuphakama sibalulekile kumikhiqizo eminingi, ikakhulukazi abenzi bezinto zasendlini nezinye izinkampani ezikhiqiza imigqa ebanzi yemikhiqizo exhunyiwe. Abakhangisi kula mafemu badinga ukuqinisekiswa ukuthi imikhankaso ayigcini nje ngokuthuthukisa ukuthengiswa kwe- “Product XYZ” kodwa futhi inika izethameli imizwa emihle ngomkhiqizo uqobo kanye neminye imikhiqizo yawo. Njengoba abathengisi bekhulisa ukugxila kwabo namamethrikhi ngemuva kokukhuphula ukuthengisa komkhiqizo owodwa kuphela, bangakwazi ukukala kangcono i-ROI yangempela nemithelela yomkhankaso. Futhi njengoba behlome ngalolu lwazi bangalungisa ngokunamandla ubuhlakani bomkhankaso wesikhathi esizayo kanye nokubekwa ukuze bandise kangcono amamethrikhi wokuphakamisa umkhiqizo.

Ukusetshenziswa okwandisiwe kweMetric Lift Metric

Ngenkathi isetshenziswa ngokwesiko ngaphakathi kwe-TV, "ukukhishwa komkhiqizo" manje sekungenela endaweni yamavidiyo edijithali. UNielsen usanda kwethula iDigital Brand Effect ekala “ukuphakanyiswa komkhiqizo ngamamethrikhi okubekwa” ngokusho kwenkampani enikeza ukubikwa okuyimbudumbudu ekubekweni kwezikhangiso njengoba kuhlobene nokusebenza kwesiza. U-Aleck Schleider ubhale ku Ukubuyela Kokuyisisekelo: Kungani Ukulinganiswa Kokuphakamisa Umkhiqizo Kungasoze Kwaphuma emfashinini ukuthi:

Emakethe yanamuhla, ukuthola umthengi ukuthi athenge okuthile akulula, kepha ezimweni eziningi kuzohlala kuqala ngokuqwashisa ngomkhiqizo othile, okuthi - ekugcineni ngokusebenzisa imvamisa nokuthumela imiyalezo - kuhambise inhloso.

Uphakamisa iphuzu lokuthi ukuqwashisa ngomkhiqizo kufanele kube umgomo oyinhloko lapho kuba ngumshayeli wakamuva wokuthenga.

Abamakethi kufanele balungise ubuhlakani babo be-TV ukuze bufake phakathi konke okuqukethwe kwebrend, lapho imilayezo ixoxa ngokufanele / izinzuzo / ukukhetha / ubuqotho bomkhiqizo kanye nezinzuzo zomkhiqizo. Ikakhulukazi kubakhangisi abathengisa imikhiqizo ebanzi, akufanele bagxile kuphela kulayini owodwa ngaphandle kokuxoxa ngesiphakamiso somkhiqizo oyinhloko.

Kwethulwa i-TV

Inselelo ukuthi imethrikhi ihlobene nemizwa nemibono yababukeli. Iphinde ilinganise izinhloso nemizwa, isibonelo ukuthi kungenzeka kanjani ukuthi ikhasimende lincome umkhiqizo kwabanye, futhi lokho kuthinta kanjani umkhiqizo obanzi nokuthengisa okuqondile. I-TV iyadlala lapha ngoba iyindlela ekahle yokudlulisa ukumaketha komkhiqizo owodwa nokwakha ukuphakanyiswa komkhiqizo jikelele. Abamakethi bahlala njalo benomthelela ekuthengiseni okunomthelela kuzo zonke iziteshi, futhi i-TV inikeza indlela yokwenza ngcono kuzo zonke lezi ziteshi ngokuqukethwe okuqondisiwe kanye nomkhiqizo wokudala.

Imikhankaso ye-TV-centric enobuciko obuqinile futhi obunomthelela futhi ingxube yemidiya efanele ingafinyelelwa isikhathi eside. Azikwazi ukuthinta kuphela imikhiqizo ekhangisiwe kepha futhi zingenza intshisekelo kumikhiqizo okwamanje engakhonjiswa kunoma yimiphi imikhankaso yokudala noma yemidiya futhi ethembele kuphela emizameni egxile kuhlobo lomkhiqizo.

Ngamafuphi, abathengi baphendula kokudala komkhiqizo owodwa omakwe kubathengisi abathile. Kepha bahlanganyela nomakethi kuyo yonke imikhiqizo kubo bonke abathengisi abamakiwe. UGeorge Leon, Iphini Likamongameli Ophakeme Wezindaba Nezokuphathwa Kwe-akhawunti eHawthorne Direct

Lesi simo sigcizelela isidingo sokwakha okuhle kanye nemiyalezo ehlala iveza umkhiqizo ngendlela enamandla nethembekile. Abamakethi kufanele bahlole ukuhlolwa kwe-A / B ngobuciko obuphakathi komkhiqizo ngokuqhathaniswa ne-branding push ebanzi bese beqhathanisa imiphumela ngokufanele.

Isibonelo Sokuphakamisa Umkhiqizo Sangempela

Cabanga ngomugqa womkhiqizo wehadiwe owethulwe eLowe's, The Home Depot, naseMenard. Ngokwesilinganiso somkhankaso ekuthengisweni okuthengiswayo, ake sicabange ukuthi ubuno-8: 1 olinganayo isilinganiso sokusebenza kwemidiya (MER) kanye nemikhiqizo emkhankasweni yayinamayunithi angaphezu kwama-350 ngePhuzu Lokulinganisa Elilodwa. Futhi, ukuphakanyiswa kokuthengiswa komkhiqizo kwemikhiqizo engafakwanga kokudala kukhuphuke ngamayunithi angama-200 + nge-TRP ngayinye. Ngokomongo, i-TRP ichazwa njengamaphesenti ayi-1 ezethameli eziqondisiwe (hhayi izethameli eziphelele) ezifinyelelwa yisikhangiso, futhi iyimethrikhi esisiza ukuqonda umthelela weqiniso wokukhangisa kwe-TV. Esibonelweni, kukhona ukukhushulwa emikhiqizweni engakhangiswanga ejwayelekile yemikhankaso ye-TV eyenziwe kahle.

Njengoba abathengisi beqhubeka nokuhlela amasu abo ezindaba e-2017, akufanele bayishaye indiva imikhankaso ye-TV. Ngenkathi iziteshi zevidiyo ezidijithali zibalulekile kumthengi osuselwa kuselula, izikhangiso ze-TV zamasu ezinenhlanganisela yemidiya efanele kanye nobuningi kungashayela ekuthengiseni kunikeze nomkhiqizo uqobo ukuphakamisa okuzuzisayo.

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