Ukuqondiswa komongo: Impendulo kuzimo zesikhangiso eziphephile?

Ukuqondiswa kokuqukethwe: Izindawo zebhizinisi eziphephile

Ukukhathazeka kwangasese okwandayo kwanamuhla, kuhambisana nokufa kwekhukhi, kusho ukuthi abathengisi manje badinga ukuletha imikhankaso eyenziwe ngezifiso, ngesikhathi sangempela nangesilinganiso. Okubaluleke kakhulu, badinga ukukhombisa ukuzwelana futhi bethule imiyalezo yabo ezindaweni eziphephe sha. Yilapho kusebenza khona amandla wokukhomba kokuqukethwe.

Ukuqondiswa kokuqukethwe kuyindlela yokukhomba izethameli ezifanele usebenzisa amagama angukhiye nezihloko ezitholakala kokuqukethwe okusungulwe kuhlu lwezikhangiso, ezingadingi ikhukhi noma esinye isikhombi. Nazi ezinye zezinzuzo ezisemqoka zokuqondiswa komongo, nokuthi kungani kufanele ube nakho kunoma yimuphi umkhangisi we-digital savvy noma umkhangisi.

Ukuqondiswa komongo kuhlinzeka ngokuqukethwe okudlula umbhalo

Izinjini ezibhekiswe kokuqukethwe ezisebenza kahle ziyakwazi ukucubungula zonke izinhlobo zokuqukethwe ezikhona ekhasini, ukunikeza isiqondiso sangempela esingu-360-degree maqondana nencazelo ye-semantic yekhasi. 

Ukuqondiswa okuthuthukile kokuqukethwe kuhlaziya umbhalo, umsindo, ividiyo nezithombe ukudala izingxenye eziqondiswe kokuqukethwe ezifaniswa nezidingo ezithile zomkhangisi, ukuze ukukhangisa kuvele endaweni efanele futhi efanelekile. Isibonelo, i-athikili yezindaba emayelana ne-Australian Open ingakhombisa uSerena Williams egqoke izicathulo zethenisi zikazakwabo kaNike, bese isikhangiso sezicathulo zezemidlalo singavela ngaphakathi kwendawo efanelekile. Kulesi simo, imvelo iyahambisana nomkhiqizo. 

Amanye amathuluzi wokukhomba asezingeni eliphakeme anamandla wokubonwa kwevidiyo, lapho angahlaziya khona uhlaka ngalunye lokuqukethwe kwevidiyo, akhombe amalogo noma imikhiqizo, abone izithombe eziphephile zomkhiqizo, ngombhalo ozwakalayo okwazisa konke, ukuhlinzeka ngemvelo efanelekile yokumaketha ngaphakathi nangaphakathi kwaleyo ngcezu kokuqukethwe kwevidiyo. Lokhu kufaka phakathi, okubalulekile, yonke ifreyimu engaphakathi kwevidiyo, hhayi isihloko kuphela, isithonjana, namathegi. Lolu hlobo olufanayo lokuhlaziya lusetshenziswa kukho konke okuqukethwe komsindo nezithombe, ukuqinisekisa ukuthi isiza sisonke siphephe ngomkhiqizo. 

Isibonelo, ithuluzi lokukhomba lokuqukethwe lingahlaziya ividiyo equkethe izithombe zomkhiqizo wobhiya, likhombe ngomsindo nevidiyo ukuthi liyindawo ephephe sha, futhi lazise abathengisi ukuthi isiteshi esihle sokukhangisa nokuqukethwe ngobhiya ukuvela kuzethameli eziqondiwe ezifanele.

Amathuluzi amadala angahlaziya kuphela izihloko zamavidiyo noma umsindo, futhi ungacubunguli ngokujulile ezithombeni, okusho ukuthi izikhangiso zingagcina zisendaweni engafanele. Isibonelo, isihloko sevidiyo singahle sibe msulwa futhi sithathwe ngokuthi 'siphephile' ngethuluzi elidala lokuqukethwe, njengokuthi 'Ungabenza kanjani ubhiya obukhulu' kepha okuqukethwe yividiyo uqobo kungahle kungafaneleki, njengevidiyo yentsha engaphansi kweminyaka ubhiya - manje ukukhangisa ngomkhiqizo kuleyo ndawo kuyinto engekho umthengisi angakwazi ukuyithenga njengamanje.

Ezinye izixazululo zakhe indawo yemakethe yokuqukethwe yokuqala kwezimboni enika amandla ozakwethu bezobuchwepheshe ukuthi bakwazi ukufaka ama-algorithms abo okuphathelene njengokwengeza kokukhomba, futhi banikeze ukuvikelwa kwemikhiqizo kokuqukethwe okubandlulula, okungalungile noma okunobuthi - okungasetshenziswa ukuqinisekisa ukuphepha komkhiqizo nokufaneleka ziphethwe ngendlela efanele. 

Ukuqondiswa komongo kuthuthukisa izindawo eziphephile

Ukuqondiswa okuhle kokuqukethwe kuqinisekisa nokuthi umongo awuhlotshaniswa kabi nomkhiqizo, ngakho-ke kulesi sibonelo esingenhla, kuzoqinisekisa ukuthi isikhangiso asiveli uma ngabe i-athikili ibingeyinhle, izindaba ezingamanga, ziqukethe ukuchema kwezepolitiki noma ukwaziswa okungelona iqiniso. Isibonelo, isikhangiso sezicathulo zethenisi besingaveli uma ngabe i-athikili imayelana nokuthi izicathulo zethenisi ezimbi zibangela kanjani ubuhlungu. 

Lawa mathuluzi avumela izindlela eziyinkimbinkimbi kunokufana kwamagama angukhiye alula, futhi avumela abathengisi ukuthi bakhethe izindawo abafuna ukuzifaka, futhi okubaluleke kakhulu, lezo abafuna ukuzikhipha, njengokuqukethwe okusebenzisa inkulumo enenzondo, ukuhlanganyela ngokweqile, ipolitiki enkulu, ukucwasa ngokobuhlanga, ubuthi, stereotyping, njll. Isibonelo, izixazululo ezinjenge-4D zinika amandla ukukhishwa okuzenzakalelayo okuthuthukile kwalezi zinhlobo zamasignali ngokuhlanganiswa okukhethekile nabalingani abangochwepheshe abanjengoFactmata, namanye amasiginali wokuqukethwe angangezwa ukuqinisa ukuphepha kwalapho kuvela khona isikhangiso.

Ithuluzi lokukhomba lokuqukethwe elinokwethenjelwa lingahlaziya okuqukethwe futhi likuxwayise ngokuphula umthetho okungaqondakali kokuphepha komkhiqizo njenge:

  • Chofoza
  • Ubuhlanga
  • Ipolitiki enkulu noma ukuchema kwezepolitiki
  • Izindaba ze-Fake
  • Ukuqamba amanga
  • Inkulumo enenzondo
  • Ukuhlanganyela ngokweqile
  • Ubuthi
  • Ukuqanjwa kwe-stereotyping

Ukuqondiswa komongo kuphumelela kakhulu kunokusebenzisa amakhukhi enkampani yangaphandle

Ukuqondiswa kokuqukethwe kukhonjisiwe ukuthi kusebenza kakhulu kunokukhomba kusetshenziswa amakhukhi wenkampani yangaphandle. Eqinisweni, ezinye izifundo ziphakamisa ukuthi ukuqondiswa kokuqukethwe kungakhuphula inhloso yokuthenga ngama-63%, uma kuqhathaniswa nezithameli noma ukuqondiswa kwezinga lesiteshi.

Izifundo ezifanayo zitholakele 73% yabathengi uzizwe izikhangiso ezihambisana nezimo zihambisana nokuqukethwe konke noma isipiliyoni sevidiyo. Futhi, abathengi ababhekiswe ezingeni lokuqukethwe babenamathuba angama-83% okuncoma umkhiqizo kumkhangiso, kunalawo okuqondiswe kuzethameli noma ezingeni lesiteshi.

Ukuthandwa ngokuphelele komkhiqizo kwakungu I-40% ephakeme kubathengi abaqondiswe ezingeni lokuqukethwe, futhi abathengi bakhonze izikhangiso ezingokomongo babika ukuthi bazokhokhela ngaphezulu umkhiqizo. Ekugcineni, izikhangiso ezinokuhambisana kakhulu nezingqikithi zenze ukuzibandakanya okungaphezulu kwama-43%.

Lokhu kungenxa yokuthi ukufinyelela kubathengi emqondweni ofanele ngomzuzu ofanele kwenza izikhangiso zizwakale kangcono, ngakho-ke kuthuthukisa inhloso yokuthenga kude kakhulu kunesikhangiso esingahambisani nokulandela abathengi abaku-inthanethi.

Lokhu akumangazi neze. Abathengi bahlaselwa ngokukhangisa nokukhangisa nsuku zonke, bathola izinkulungwane zemiyalezo nsuku zonke. Lokhu kudinga ukuthi bahlunge kahle imilayezo engabalulekile ngokushesha, ngakho-ke imilayezo efanelekile kuphela edlulela ekucabangeni okuqhubekayo. Siyabona lokhu kucasulwa kwabathengi ekuqhunyisweni kwamabhomu kuboniswa ekusetshenzisweni okwandisiwe kwezivimbeli zezikhangiso. Abathengi, nokho, bayayamukela imilayezo ehambisana nesimo sabo samanje, futhi ukuqondiswa kokuqukethwe kukhulisa amathuba okuthi umlayezo ubalulekile kubo okwamanje. 

Ukuqondiswa Komkhombandlela Wokuqukethwe Kohlelo

Okukhathaza kakhulu labo abakhathazwa ukulahleka kwekhukhi ukuthi lokhu kungasho ukuthini ohlelweni. Kodwa-ke, ukukhonjwa kokuqukethwe kusiza ngokuhleleka, kuze kube sezingeni lapho kudlula khona ukusebenza kwekhukhi. Lezi yizindaba ezimnandi kubakhangisi, uma kucatshangelwa umbiko wakamuva othole ukuhlelwa kabusha kohlelo ngokuthembela kumakhukhi okufinyelelwe isikhangiso okufinyelelwe ngama-89%, ukuvinjelwa okungaphansi kwe-47%, kanye nokuguqulwa kwesisekelo sokubukiswa nevidiyo ngo-41%.

Kodwa-ke, ukuqondiswa kokuqukethwe empeleni kusebenza kangcono ngohlelo ngoba kungakhonzwa ngesikhathi sangempela, esikalini, ezindaweni ezifanele kakhulu (futhi eziphephile), kunezinhlelo ezenziwa ikhukhi lomuntu wesithathu. Eqinisweni, kusanda kubikwa ukuthi ingqikithi iqondaniswe kangcono nohlelo kunanoma yiluphi olunye uhlobo lokukhomba.

Amapulatifomu amasha anikela nangekhono lokufaka idatha yeqembu lokuqala kusuka ku-DMP, i-CDP, amaseva wesikhangiso, neminye imithombo, eyake yondliwa ngenjini yezobunhloli, ikhipha imininingwane engokomongo engasetshenziswa ekukhangisweni kohlelo. 

Konke lokhu kusho ukuhlanganiswa kokukhonjwa kokuqukethwe kanye nedatha yenkampani yokuqala kunikeza ama-brand ithuba lokwakha ukuxhumana okuseduze nabathengi bawo ngokuzihlanganisa nokuqukethwe okubenza babandakanyeke.

Ukuqondiswa komongo kuvula isendlalelo esisha sobuhlakani kubathengisi

Isizukulwane esilandelayo samathuluzi ahlakaniphe ngokomongo angavula amathuba amakhulu kubakhangisi ukuze basebenzise kangcono izitayela zabathengi futhi baqinise ukuhlelwa kwezindaba nokucwaninga, konke ngokunikeza lokho kuqonda okujulile kokuqukethwe okuhamba phambili nokufanele.

Ukuqondiswa komongo akugcini ngokwandisa inhloso yokuthenga, futhi kwenza kanjalo ngemali encane, okwenza izindleko zangemva kwekhukhi ngokuguqulwa ngakunye zibe phansi kakhulu - impumelelo ebaluleke kakhulu esimweni somnotho samanje. 

Futhi siqala ukubona amathuluzi amaningi wokukhomba wokusebenzisa idatha yeqembu lokuqala kusuka kunoma iyiphi i-DMP, CDP, noma i-Ad Server, manje sesingaqala ukubona ukuthi lokhu kungaguqulwa kanjani kube ubuhlakani bokuqukethwe ukuze kunikwe amandla okuqukethwe kwe-omnichannel, okusindisa abathengisi abasebenza isikhathi nabakhangisi isikhathi nemizamo eminingi ngokwakha nangokuphinda bathumele ingqikithi ephelele ngasikhathi sinye. Lokhu-ke kuqinisekisa ukulethwa kwemiyalezo efanelekile endaweni ephephile yomkhiqizo kuso sonke isibonisi, ividiyo, okwendabuko, umsindo ne-TV ekwazi ukubhekeka.

Ukukhangisa kokuqukethwe kusetshenziswa i-AI kwenza umkhiqizo uthandeke kakhudlwana, uhambisane kakhulu futhi unikeze inani elithe xaxa kubathengi, uma kuqhathaniswa nezikhangiso ezibhekiswe ezingeni lokuziphatha kusetshenziswa amakhukhi wenkampani yangaphandle. Okubalulekile, kusiza ama-brand, ama-ejensi, abashicileli nezinkundla zezikhangiso ukuvula indawo entsha esikhathini se-post-cookie, ukuqinisekisa ukuthi izikhangiso zihambisana nokuqukethwe okuthile nokuqukethwe kuzo zonke iziteshi, kalula futhi ngokushesha. 

Ukuqhubekela phambili, ukukhomba kokuqukethwe kuzovumela abathengisi ukuthi babuyele kulokho okufanele ngabe bakwenza - ukwakha ukuxhumana kwangempela, okuyiqiniso nokuzwela nabathengi endaweni efanele nangesikhathi esifanele. Njengoba ukumaketha 'kubuyela emuva esikhathini esizayo', ukuqondiswa kokuqukethwe kuzoba yindlela ehlakaniphile nephephile eya phambili yokushayela imilayezo yezokumaketha engcono, ezuzisayo ngezinga.

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