Imikhiqizo Nokumaketha Okuqukethwe: Qaphela iHype

amasu wokuqukethwe

UMichael Brito, Iphini Likamongameli Omkhulu Onethalente Lokuhlelwa Kwezamabhizinisi Kwezenhlalo e-Edelman Digital (nakuwo wonke amaqanda amahle), muva nje wabhala ngemikhiqizo emibili ezishintsha ngomsindo ukuguqula okuningi kokugxila kwazo kwezokukhangisa kuzikhungo zemidiya.

Ngikuthola kukhuthaza ukuthi abamukeli bokuqala bezinkampani baguqula amasu abo wokumaketha okuqukethwe abe yipulatifomu ebanzi, ebamba iqhaza. Ngesikhathi esifanayo nalolu shintsho, noma kunjalo, kunezinye izitayela zokumaketha okufanele sizilandele ngeso elibukhali, futhi singadidanisi abezindaba bezinkampani journalism.

Umkhuba

Kunomkhuba omkhulu owenzekayo embonini yezentengiso, futhi unezinto ezimbili. Okokuqala kungxoxo eqhubekayo ngazo zonke izinto ukumaketha kokuqukethwe, yona leyo, ngokwezinga elithile, ehambisana nomqondo we ukuxoxa izindaba ngempumelelo.

Ingxenye yesibili umqondo we brand journalism, leyo mikhiqizo ingaba abahlinzeki bemidiya, hhayi nje okuqukethwe nezindaba ezigxile kumkhiqizo noma kusevisi yomkhiqizo, kepha zisebenze njengezindawo zezindaba. Izinkampani zingaphansi kwesiphetho soguquko oluhlaba umxhwele lwemidiya yendabuko, kanye nokuzimela kweqiniso kwezentatheli, kuya endaweni yedijithali. Ngokungazelelwe, wonke umuntu uyintatheli yesakhamuzi (okuyimbudane nje).

Coca Cola muva nje wenza izihloko ngokucindezela kwabo ukonakalisa indawo yabo yezinkampani kumagazini wabathengi, kukhuthazwa ngababhali abangaphezu kwama-40 abazimele, abathwebuli bezithombe nabanye. Manje kuba mnandi ngokwengxenye ngenxa yokuthatha kwabo ukuthi kube "ngumthombo othembekile", bazonikela ngesikhathi somoya kumakholomu wemibono okungenzeka angahambisani ngqo nokuqukethwe okuthandeka kumkhiqizo.

Okungafani

Yilapho ngiyaqaphela khona, futhi ngaphandle. Amabhizinisi ezimweni eziningi namuhla ayaqonda ukuthi ukuze bancintisane ngempumelelo, kufanele okungenani bakhokhe izindaba zomlomo ezindabeni ezisukela ekusimameni kwemvelo, kumalungelo abantu. Ingxenye yalokhu kuzibophezela ekuzibophezeleni kwezenhlalo kusho ukuthi inkampani kufanele ilibhekisise ibhizinisi labo, futhi isebenzele ukwenza ngcono lapho kufanele khona ezinkambisweni zabo zebhizinisi. Ngokunikezwa kwezinkinga ezedlule uCoca Cola abenazo eNdiya nase-Afrika lapho ukuphathwa kwamanzi kube yinkinga esemqoka, bengingalindele ukuthi kube nemizamo emingaka ezokhonjiswa esizeni seJourney. Kodwa nganginephutha.

ICoca Cola inikele ngomzamo omkhulu ukuxoxa ngalolu daba, kanye nokupakisha okusimeme, umthelela wezolimo, njll. Ngingakukhuthaza ukuthi ufunde Umbiko Wokusimama Ka-2012.

Manje lesi yisiqalo esihle, futhi ngincoma iCoca Cola ngokufaka imininingwane enjalo. Kepha akunjalo brand journalism. Akufanele neze sidideke Ukuxoxa izindaba ngokuzithoba ngokuxoxa izindaba zabazali nezingane zabo, izindaba esizifundayo futhi sixoxa ngazo ezindaweni zethu zokukhulekela, izindaba zemindeni yethu.

Isinyathelo esikhulu esilandelayo seCoca Cola kungaba ukusungula ipulatifomu lapho lezi zinhlobo zezinkinga ziphambili futhi ziphakathi nendawo, lapho umphakathi wabathengi, izishoshovu nomakhelwane bangasebenzisana khona. Ngingabuye ngithumele futhi ukuthi i-ombudsman yomthengi ibe yinto ehlala njalo kulo mphakathi, nokuthi banikezwe amandla okuzimela okuthi yebo kube buhlungu kwesinye isikhathi.

IHype

Uma izinkampani zake zahlala isikhashana zicabanga lokho journalism kungaba khona ngaphakathi kwemingcele ye- marketing, bamane nje bazibeka kahle phakathi nendawo yomjikelezo olandelayo we-hype.

7 Amazwana

  1. 1

    Wow Marty - uyibethele. Ngicabanga ukuthi kunephuzu lama-hubris anezimpawu ezikholelwa ukuthi ziyisikhungo sokunakwa okungachemile. Abafundi bahlala bazi ukuthi bafunda izinto zokumaketha! yingakho izinkampani zidinga ukuba necebo lazo eliphakathi kanye necebo lokufinyelela!

  2. 2

    IPost Marty enhle, kepha ngiyakhathazeka ngezingxoxo mayelana nezinkampani ezinjengeCoke ezikhulume ngokusobala ezenze konke okungahambi kahle uma kuziwa… cishe konke okwedlule… kuze kube phakade.

    • 3

      Bengikade ngibagxeka esikhathini esedlule, kepha kunethuba lokuthi sizobona iphuzu lokungena ngaphakathi, uma isisekelo sobuntatheli bezinkampani sithathwa ngokungathi sína. Ngicabanga ukuthi umbuzo uwukuthi ngabe lolu hlobo lomzamo lungaholela ekuguqulweni kwangaphakathi okuhamba kancane, noma ngabe luzoba ngomunye nje umagazini online. Futhi ngenkathi bekuwo, buyisa amabhodlela amadala abuyisekayo angama-6.5 ounce, bese usebenzisa ushukela wangempela.

  3. 4
  4. 5

    Kubalulekile ukuthi iningi lamabhizinisi amancane abe nekhasi
    ukwakha umkhiqizo wabo, ukuxhumana namakhasimende nabalandeli, nokugcina
    PR enhle. Ngaphandle kobukhona bezinkundla zokuxhumana, ibhizinisi lingashiywa ngemuva kwabo
    izimbangi, ikakhulukazi labo abakhethe ukwamukela ngokuphelele imithombo yezokuxhumana.

  5. 6

    Angivumelani ngokugcwele, njengoba ngikholelwa ukuthi ama-brand angaletha isilinganiso esithile sokungabeki kokuqukethwe kwabo, ikakhulukazi uma lokho okuqukethwe kugxilile kokusebenzisekayo, kunokuba kunyuswe. Kungenxa yokuthi ngokwesiko ayikho kuma-DNA omkhiqizo amaningi ukwenza kanjalo. Okuthunyelwe okuhle kukaMarty. Ngithathe ngicabanga.

    • 7

      Ngiyabonga Jay. Ngihlala ngibhekisa emuva kwimantra yakho yokuba wusizo, futhi kwesinye isikhathi kungaba nzima ukuthi ukumaketha kushintshele kule mindset. Sibonile kusuka ku-Edleman Trust Barometer ukuthi abathengi babeka ukwethembana kontanga, imiphakathi yabo, kanye nokuncane kulokho okwenziwa yizinkampani. Ngiyakholelwa futhi ukuthi izinhlangano zingaqala ukuguqula le mibono, kepha inqubo ehamba kancane. Abantu abanjengoTom Foremski bahamba phambili kulo mhlaba omusha onesibindi wobuntatheli bezinkampani, ngokungafani nabezindaba bezinkampani. Unyaka wezi-2013 kuzoba unyaka omkhulu wemizamo yokuthi izinkampani zihamba kanjani endleleni entekenteke yokwethemba.

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.