Ukukhangisa Okuqukethwe

Imikhiqizo Nokumaketha Okuqukethwe: Qaphela iHype

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.

UMarty Thompson

Ngingusomaqhinga webhizinisi lezenhlalo e-Two Bananas Marketing. Ngikubeke kubazali bami, ekukhuliseni inhliziyo yami, noma ukuthanda kwami ​​okwedlule, kepha abantu bangitshele ukuthi nginekhono ngempela ekwakheni ubuhlobo nasekuxoxisaneni, ngivale igebe phakathi kwalokho okulindelwe amakhasimende, nokuthi yiziphi izinkampani ezinkulu okufanele zibe (kepha imvamisa akuzona)

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