I-ePR iBreaking Marketing… eYurophu

Umthethonqubo Wobumfihlo

I-GDPR yethulwe ngoMeyi 2018 futhi bekukuhle. Kuhle lokho. Isibhakabhaka asizange singene futhi wonke umuntu wahamba ngosuku lwakhe. Abanye bangaphazanyiswa kunabanye. Kungani? Ngoba iqinisekise imvume enikezwa ngokukhululekile, ethize, enolwazi futhi engaqondakali manje ibisidingeka esakhamuzini saseYurophu ngaphambi kokuba inkampani ibathumele i-imeyili. 

Kulungile…

Kepha ake siphinde.

Ngabe izikhondlakhondla zokumaketha zomhlaba, amaHubSpots, amaMarket njll azange zisitshele ukuthi okuqukethwe yinkosi?

Uma uyidala, futhi uyifaka esangweni, futhi uyayithuthukisa, izofika!

Dala okuqukethwe kwe-x10 yompetha, kwenze kahle, ubhulogi ngakho futhi amathemba azokuthola, akulande futhi bheka uzoba nemininingwane yabo yokuxhumana futhi uzokwazi ukubanakekela usebenzisa imikhankaso ye-imeyili ezenzakalelayo enezexwayiso ezenzelwe ukukwazisa uma zilungele ukuthenga (ngoba zizoba kuwebhusayithi yakho zibheke ezansi kokuqukethwe kwe-funnel isb. case studies, demo vids etc.).

Akusekho - hhayi emhlabeni we-B2C noma kunjalo. Lapho belanda lokho okuqukethwe yizingqwele ze-x10, futhi beshiya imininingwane yabo yokuxhumana, kufanele babeke uphawu ebhokisini elincane elithi:

Ngiyajabula ngawe ukungithumelela i-imeyili ngezikhathi ezithile imiyalezo yokuthengisa nokumaketha.

Ngakho… ngubani ozongena ngokuzithandela kwimilayezo yokuthengisa nokumaketha? 

Futhi ngakho-ke ukumaketha kokuqukethwe kwendabuko / kwangaphakathi / kwe-imeyili okuhehayo-ukuvala-ukulandelana okuseduze manje sekwephukile kokumakethwa kwe-B2C.

Bese kuzwakala umsindo wokuhleka okuncane.

"Uyini lowo msindo?”Kusho abathengisi beB2C, izinyembezi zabo zigcwele ubuso befuna nxazonke abafuna abahlukumezi.

Bekungumsindo wabakhangisi be-B2B bekhala. 

Uyabona i-GDPR ayizange ikhubaze ukumakethwa kwe-imeyili kwe-B2B (obekulokhu kuvame ukuthambekela ngokwengeziwe). Manje usudinga ukufakazela ukuthi unesisekelo esisemthethweni sokuxhumana okubandayo kwe-imeyili. Kungaba yimvume. Kepha futhi kungaba… nentshisekelo efanele. Inqobo nje uma ukwazi:

… Khombisa indlela oyisebenzisa ngayo idatha yabantu elandelanayo, inomthelela omncane wobumfihlo, futhi abantu ngeke bamangale noma kungenzeka baphikisane nalokhu okwenzayo…

Ihhovisi likaKhomishani Wezokwaziswa, Imithetho ezungeze ibhizinisi nokumaketha kwebhizinisi, i-GDPR ne-PECR

Futhi abathengisi be-B2B benza utshani ngenkathi ilanga likhanya.  

Akukhanyanga isikhathi eside kepha.

Umthethonqubo Wobumfihlo

I-ePrivacy Regulation (ePR ngamafuphi) izothatha indawo ye-European ePrivacy Directive yamanje (ehunyushwa ngezindlela ezihluke kakhulu emazweni angamalungu e-EU - e-UK yaziwa njenge I-PECR).

The Kubikwe i-DMA ngoJulayi ngonyaka owedlule ukuthi i-ePR izodinga… 'ukuvuma ngokusobala kukho konke ukumaketha kwe-imeyili kwe-B2B'.

Uh-oh.

Azisekho izinhlu. Akusekho ukulandwa okushintshanisa imininingwane yokuxhumana. Usale kahle ukumakethwa kwe-imeyili kwe-B2B. Lokhu kukhulu kakhulu. 

Isibonelo, ngisebenza embonini ye-IT yase-UK impela. Isiteshi se-IT sakhiwe ngokuyisisekelo kuma-imeyili shots. Izimboni eziningi ze-B2B ziyi. Kuwo wonke amaphutha ayo, isanikeza i-ROI ephoqelelayo futhi ezinkampanini eziningi ezincane, ukuphela kohlobo lokumaketha abacabanga ukuthi bangakwazi ukuluthola (ngaphezulu kwalokho ngokuhamba kwesikhathi). 

Kunoma ngubani kini ocabanga ukuthi lo mthetho uzwakala unokhahlo ongenangqondo futhi ukumakethwa kwe-imeyili kwe-B2B kungenzeka kulunge, kufanelekile ukucubungula ukuthinta i-ePR ezoba nakho kumakhukhi. 

NgoMashi nonyaka, umeluleki ozimele wenkantolo ephakeme kakhulu ye-EU, u-Advocate General Szpunar, wakhipha umbono kumakhukhi futhi ngokuyisisekelo wathi ibhokisi lokuvuma elikhethwe ngaphambilini alizange ligcwalise imibandela yemvume evumelekile njengoba imvume yayingasebenzi noma inganikezwa ngokukhululekile.

Mangaki amawebhusayithi owavakashelayo nabashayisibhakela abakhethiwe? Iningi labo akunjalo?

Sibheke esikhathini esizayo lapho ungeke ukwazi ukuthumela i-imeyili kubantu ezinkampanini (ngaphandle uma bevuma lokho) futhi awukwazi ukulandelela abantu ngabanye lapho bekuwebhusayithi yakho (ngaphandle uma bengena kumakhukhi). Isici samakhukhi salesi siprofetho sesenzekile e-UK: the I-ICO ithi imvume iyadingeka kumakhukhi angabalulekile futhi ukuqagele, izibalo ziwela ngqo esigabeni esingabalulekile (iya kuwebhusayithi ye-ICO - izibalo zivaliwe ngokuzenzakalela * ukuqhuma kokuthuthumela *). 

Okufanele ngikwenze?

I-ePR bekufanele ikhishwe kanye neGDPR kepha yabambezeleka. Kuthatha isikhathi ukuqinisa izichibiyelo ePhalamende laseYurophu futhi alukho usuku olusemthethweni lokukhululwa (amabhulogi ambalwa asemthethweni athi kungenzeka angabi ngaphambi kuka-2021) kepha kuyeza futhi kunesikhathi esincane esiligugu sokulungiselela.

Noma ngabe uyibiza ngofanele noma iflaya, indlela yakudala engenayo ibukeka yephuliwe. 

Ngakho-ke sibuze umlingani wethu wokumaketha ukuthi enze ini (i ingxoxo ye-imeyili ngegama ingatholwa kubhulogi yethu), kepha i-TL: DR: khohlwa ukukhulisa, hamba uye ezansi kwe-funnel, ulungele ukuthenga imikhondo - amathemba afaneleke kakhulu.

Futhi angivumelanga ngaphezulu. 

Into enhle ukuthi, i-SEO (eyenziwe ngendlela efanele), isaphila kakhulu futhi iyakhahlela. Usesho lwe-Organic lusalanda iningi lokuchofozwa uma kuqhathaniswa nezikhangiso ezikhokhelwayo (nakhu idatha yakamuva yokuchofoza kulokho) futhi iGoogle ifuna ukuthi uthole i-SEO kahle futhi ikwenze kwaba lula kunangaphambili imihlahlandlela emikhulu nenguqulo ebuyekeziwe ye-Search Console. 

Qala ukucabanga ngomthelela ongaba khona we-ePR ebhizinisini lakho. Ngabe uthembele kangakanani ekuthengisweni kwe-imeyili? Ingakanani i-database yakho ye-B2B engenile? Ungabavumela kabusha kusengaphambili? Ngabe udinga ukuqondisa kabusha imizamo yokuthengisa ezenzakalelayo ukuze ugxile ekuthengiseni abathengi abakhona kunokunakekela amasha? Ngabe usebenza ngenkuthalo kuphrofayili yakho yosesho lwe-organic? Futhi okubaluleke kakhulu, uzokwenzenjani manje udinga abasebenzisi ukuthi bavume ukulandelwa kusayithi lakho? Yenza ezinye iziteshi zakho zihlelwe futhi zilungele ukuqalisa ukuxega, bese kuthi noma nini lapho kwethulwa i-ePR, kunoma iyiphi indlela egcina ithathe, ngeke ushiywe ucosha izingcezu.   

UCABANGANI?

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