Ikusasa Lomphakathi Ikusasa Lokumaketha

inhlanzi enkulu

Muva nje ngithole ithuba lokuya khona Ukuxhuma kwe-ExactTarget 2012, naphakathi kwezingxoxo eziningana zephaneli, ngiyithokozele kakhulu leyo enesihloko Ezomphakathi 2020: Yini Ezoba Yithi? Yenzelwe uJeff Rohrs ongenakulinganiswa, uVP Marketing Research & Education e-ExactTarget, ibandakanya uMargaret Francis, VP weSocial ku-ExactTarget, UDavid Berkowitz, I-VP ye-Emerging Media e-360i, UStephen Tarleton, Umqondisi weGlobal Channel & SMB Marketing Bazaarvoice, noSam Decker, oyi-CEO noMsunguli we Ukufaneleka kweMisa.

Iphaneli lalinemibono ethile evusa umcabango, futhi ezinye izibikezelo, noma inkambo. Njengomakethi, nginemicabango yami mayelana nokuthi ikusasa lingabukeka kanjani, futhi kukhona umugqa wezibhakela ngasekupheleni kwalokhu, kepha izigaba ezimbalwa ezilandelayo zingasiza ukunikeza umbono othile.

Thina bakhangisi kwesinye isikhathi sivame ukukhohlwa ukuthi okhokho bethu bezentengiso babeyizilwane ezidlayo. Babengafuni lutho ngaphandle kokukhipha abancintisana namakhasimende abo emakethe. Ukube bebengabazingela ngemikhonto, izinkemba namatomaha, bebengaba nakho. 

Lapho siqhubeka ngokulandisa okungokomlando kokumaketha, sonke siyayiqonda inqubekela phambili eyenziwe kancane, okuholela embonweni womyalezo ofanele, umuntu ofanele, isikhathi esifanele. Kuze kube yilelo banga, kwesinye isikhathi singabeka ubuciko bethu ngokuthi senza umthengi umusa ngokunikeza insizakalo ebalulekile. Ngemuva kwakho konke, sinomsebenzi okufanele siwenze.

Kepha ake sibhekane nakho; umgomo ngo-2,000 BC kwakuwukuthi siza amaklayenti ethu azuze ukubusa emakethe. Futhi kusenjalo.

Shesha uye phambili eminyakeni yazo zonke izinto zenhlalo. Ubuchwepheshe bezenhlalakahle babamba i-America ezinkampani ezihamba phambili. Ngokungazelelwe umhlaseli waba sengozini ethile. Sisabele kuleli qiniso elisha, futhi sikwenze kabi ingxenye enkulu. Zingaki izinkampani namuhla eziphendula ngokwanele emibuzweni ethunyelwe kuyo Twitter?

Ungalenzi iphutha ngakho. Ukube ezomphakathi bezingafikanga, abezamabhizinisi bebengeke bashintshe indlela abaziphethe ngayo. Ukube izinkampani bezizimisele kakhulu ukugxila kumakhasimende, ngabe bebengeke bazenzele ezabo izinhlobo zeziteshi zomphakathi? Sisahlala kuleli zwe lokulwa noma lendiza, futhi izinkampani eziningi zizama ngamandla ukulawula leli qiniso elisha lezenhlalo, ukuliqinisa.

Lapho nje abaningi emkhakheni wezokumaketha sebethola ezenhlalo, yayiphathwa njengesithiyelo, iwundlu eliboshelwe esihlahleni, lisetshenziselwa ukuheha ibhubesi elingalindelekile ukuba libanjwe ogibeni. Kepha kukhona elinye iqembu esizweni sakithi, labo ababona ezenhlalo njengesizwe esisha esingajwayelekile, esingaqondakali esizulazulile ezweni lethu. Yebo, bahlukile, kepha baletha izipho zokubambisana, zokulalela, zomphakathi, ezabiwe.

Sisazingela, kepha sikwenza njengomndeni owodwa. Sithatha kuphela esikudingayo, futhi sabelana ngezindaba ezizungeze umlilo. Ushintsho olucashile, kepha olunzulu lokuthi thina njengabakhangisi sibheka kanjani ubuciko bethu. Akusho ukuthi simisa imikhankaso yethu, amamethrikhi ethu, noma isizathu sethu sokuba ngabakhangisi. Kusho ukuthi siyazingela ngesizwe esikhudlwana, futhi izinqumo zethu sizazisa ngombono ohluke kakhulu. 

Ngakho-ke silapha, njengabakhangisi abasebenza ngaphakathi kwaleli qiniso elisha, kepha kwesinye isikhathi sisavame ukwenza sengathi sisezweni elidala. Ungumlingiswa onjani kumageyimu weNdlala yokumaketha? Manje buyela embuzweni obuzwe yiphaneli, nezincomo zami zokuthi ungahlangana kanjani nomhlaba ongaziwa wesikhathi esizayo wezenhlalo. Impendulo yami eyodwa yomusho yile:

Yeka ukuzikhathaza ngobuchwepheshe!

I-Intanethi ingokwezenhlalo ngokwemvelo, kepha njengoba ulwazi lugcwalisa ngokoqobo sonke isiteshi, kuba nzima futhi kube nzima ukunakwa. Abathengisi bezenhlalo besikhathi esizayo ababangela ukuphazamiseka kwezobuchwepheshe bazophendula ngokwemvelo kulokhu, futhi into engaziwa ibilalela phansi kuzoba nokuphazamiseka kanjani? Abathengisi bezizwe abasha bayaqonda ukuthi kunzima kakhulu ezinhlanganweni ukubikezela ikusasa lobuchwepheshe bezenhlalo. Esikhundleni salokho kufanele bagxile kokuzoqhubeka nokubucayi noma ikuphi ukuphazamiseka okuzayo, okungukuthi, izindlela zokuziphatha ezizohlonishwa kungakhathalekile ushintsho lobuchwepheshe.

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