Ungalwenza Kanjani Uguquko Ledijithali ngobudlelwano be-Influencer

thonya ukumaketha kwethonya lesikhathi esizayo kwe-2

Amakhasimende akho aya ngokwazi, anikwe amandla, afune izinto eziningi, abe nokuqonda futhi angatholakali. Amaqhinga namamethrikhi wesikhathi esedlule awasahambelani nendlela abantu abathatha ngayo izinqumo ezweni lanamuhla ledijithali futhi elixhunyiwe.

Ngokusebenzisa abathengisi bezobuchwepheshe bayakwazi ukuthinta ngokuyisisekelo indlela ama-brand abheka ngayo uhambo lwamakhasimende. Empeleni, I-34% yenguquko yedijithali iholelwa ama-CMO kuqhathaniswa ne-19% kuphela eholwa yi-CTOs nama-CIOs.

Kubathengisi, lolu shintsho luza njengenkemba esika nhlangothi zombili. Ngokusebenzisa uguquko lwedijithali, ama-CMO angathinta yonke imizuzu emincane ohambweni lwamakhasimende. Ngakolunye uhlangothi, nge 70% yemizamo yokushintsha ezinhlanganweni ezihluleka, inguquko yedijithali ephayona ngabathengisi ingabona kanjani impumelelo?

Ukwethula Ithonya 2.0: Ikusasa Lokumaketha Okunomthelela

Ukukusiza uthole indlela yakho kule ndawo eguqukayo, sihlanganyele nayo I-TopRank Marketing kanye noBrian Solis, oyi-Principal Analyst, i-Altimeter Group, ukuhlola abezimakethe eziphezulu ezivela kumabhizinisi aholayo, kufaka phakathi i-American Express, i-3M, i-Adobe, ne-Microsoft. Umsebenzi wethu? Ukuthola ukuthi umkhuba wokumaketha onomthelela uthuthuka kanjani futhi unikeze ngohlaka oluxhuma amachashazi phakathi "kokukhangisa okunomthelela" wanamuhla kanye "nobudlelwano obunamandla" bakusasa.

Ithonya 2.0: Ikusasa Lokumaketha Okunomthelela imayelana nokuthola umhlaba wobudlelwano obunethonya – isiyalo esisha esidlula konke ukumaketha okuqhutshwa ubudlelwano, okwakhelwe phezu kwesisekelo sozwela nokubhekisisa amakhasimende. Lolu cwaningo olusha lukhanyisa amasu we-Influence 2.0, ahlanganisa amaqembu ahlukanisayo kanye nonyaka ukuthelela ukuthengisa, ukwaneliseka kwamakhasimende nokugcinwa.

Landa Umbiko Ogcwele

Ngenkathi ngingakukhuthaza kakhulu ukuthi landa umbiko ogcwele ukuthola ucwaningo oludingayo ukuze uzulazule kule ndawo entsha ngokuzethemba, ngizokunikeza ithuba lokungena ekuqondeni okuthathu okukhulu kulo mbiko.

  1. Abanikazi bohlelo lwe-Influencer no-Engagers banqanyuliwe

Enye yezinselelo ezinkulu ezithinta ikusasa lokumaketha okunamandla ukuthi imvamisa ihlukaniswa. Lokhu kuvimbela ithonya ekutholeni ukunakwa okuphezulu nasekuzuziseni umzamo omkhulu wokuguqulwa kwedijithali. Ngasikhathi sinye, safunda ukuthi uguquko lwedijithali kanye nobudlelwano obunomthelela ngokufanayo kuthinta zonke izici zebhizinisi.

Sikutholile lokho Izinhlelo ezingama-70% ezinomthelela kwezokumaketha, Kodwa eminye imisebenzi, kufaka phakathi i-demand gen, i-PR, umkhiqizo, nemidiya yezenhlalo, ihlanganyela ngokuqinile nabathonya. U-80% wabakhangisi bathi lokho ezintathu noma ngaphezulu iminyango isebenza nabathonya, okusho ukuthi ithonya lidinga ukuphathwa ngokusebenzisana kunokuba ngumnikazi wendabuko oyedwa wokumaketha. Ithonya lidinga iqembu lompetha kuyo yonke le misebenzi ehlukahlukene ukuthola ukunakwa okuphezulu kanye nomthelela ohambweni lwamakhasimende kuzo zonke izindawo zokuthinta.

ukumaketha kwamathonya

  1. Ubudlelwano obunomthelela obuthonywe ubuchule bohambo lwamakhasimende

Banguhhafu kuphela (54%) wabakhangisi asebenze ibalazwe lohambo lwamakhasimende ngonyaka odlule. Iningi lezinkampani ezenza lolu hambo zithola umbono weqhinga, wamakhasimende onomphumela omkhulu we-ripple ngaphesheya kweqembu lezentengiso. Ukwenza imephu yohambo kuyadingeka ukuze izinkampani zithole ukuqonda futhi ekugcineni zithole inzuzo yokuncintisana.

Ukube ubungagcwalisa inqubo yokwenza imephu yohambo lwamakhasimende ngeplathifomu ye-Influencer Relationship Management (IRM), ubungeke ukhombe kuphela bonke abagqugquzeli abalulekile ebhizinisini lakho, kodwa futhi uvule nokuthi ngamunye uluthonya kanjani uhambo lwamakhasimende ngokuhlukile. UBrian Solis, Umhlaziyi Oyinhloko, Iqembu le-Altimeter

Ukuthola ukuthi ngubani onethonya kumakhasimende akho esigabeni ngasinye sohambo lwamakhasimende kungakusiza ukuthi ubone kangcono abathonya abaqondaniswe kakhulu nomkhiqizo wakho. Ngokwengeziwe, inqubo yokwenza imephu yamakhasimende yembula ngokungenakugwenywa abagqugquzeli abasha abanomthelela ezinqumweni ezigabeni ezibucayi. Inqubo yokwenza imephu yamakhasimende ngokwemvelo izosunduza abathengisi ukuthi bacabange kabusha ngemizamo yokuthengisa enethonya.

umkhondo

  1. Ukunweba Izabelomali Zomthelela Kukhombisa Ukubekwa Kwamasu Kuqala

Ukuqhubeka nokusondela ekumaketheni athonya njengenjwayelo kuzokudala ukuthi wehlulwe ukulawula umkhiqizo wakho kanye namandla okuncintisana ezweni lapho amakhasimende ephethe khona. Isikhathi sokubeka phambili ubudlelwane obunethonya. Abaholi kumele bavumelanise amasu nomthelela kuwo wonke amakhasimende athintwayo kepha, kufanele futhi batshale imali ku Ukuphathwa Kobudlelwano Bethonya ipulatifomu yokuqalisa ngempumelelo nokwandisa ukubandakanyeka kwesikhathi eside.

Amaphesenti angama-55 omthengisi Izabelomali ezinomthelela kulindeleke ukuthi zande. Phakathi kwesabelomali sabakhangisi abasebenzisa ubuchwepheshe ukuqhuma U-77% uhlela ukusebenzisa imali ethe xaxa. Uma ubheka amashadi angezansi, kuyacaca ngokushesha ukuthi iningi lamabhajethi wokukhangisa athonya azokwanda ezinyangeni ezizayo.

Uma usebhizinisini, usebhizinisini lokuthonya. Ushintsho luqala ngaso sonke isikhathi emugqeni owodwa wesabelomali ngakho-ke udinga umpetha othile enhlanganweni ukusho ukuthi sizozama lokhu futhi sibone ukuthi kwenzekani. UPhilip Sheldrake, Ukuphatha Uzakwethu, Euler Partner

ithonya isabelomali sokumaketha

Ukusetha iSisekelo Sethonya 2.0

Yithuba lakho. Njengomakethi, uzolulandelela kanjani ngokushesha uguquko lwedijithali? Ngokufunda kabanzi ngokuthi amakhasimende enza kanjani izinqumo nokuthi yini ebathonyayo. Thatha ulwazi lwakho lwe-Influence 2.0 ngale kwale miphumela emithathu ebalulekile. Ukuze uthole izinyathelo eziyishumi ongazenza futhi uqalise ngokusetha isisekelo se-Influence 2.0, landa Ithonya 2.0: Ikusasa Lokumaketha Okunomthelela. Funda kabanzi ngemephu yohambo, uguquko lwedijithali, nomthelela namuhla.

Landa Umbiko Ogcwele

ithonya 2 0

 

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