Ubuchwepheshe BokukhangisaUkukhangisa OkuqukethweUkumakethwa Kwamaselula NethebulethiI-Social Media & Influencer Marketing

I-Marketing Takeaways Yokuhlangana Kwethelevishini Ne-inthanethi

Ukuhlangana kwethelevishini kanye ne-inthanethi kumelela ushintsho olubaluleke kakhulu ekuziphatheni kokusetshenziswa kwemidiya namasu okusabalalisa okuqukethwe eminyakeni yamuva.

Imboni kamabonakude ithola inguquko enkulu, ngokuthuthuka kobuchwepheshe obusha namasevisi ahlangabezana nesidingo sombukeli wesimanje sokuguquguquka, ukukhetha, kanye nokuba lula. Lezi zinto ezintsha zethule iqoqo lama-akhronimi abonisa inkathi entsha yokusetshenziswa kokuqukethwe:

  • Ngaphezulu (Ott): Qondisa izinsiza zokusakaza ku-inthanethi kubathengi, inselele amamodeli okusakaza endabuko.
  • I-TV exhunyiwe (I-CTV): Omabonakude abanikwe amandla ku-inthanethi abavumela ukusakazwa kokuqukethwe ngezinhlelo zokusebenza ezakhelwe ku-TV noma kumadivayisi axhunyiwe.
  • Ividiyo esekelwe ekukhangiseni lapho idingeka khona (I-AVOD): Okuqukethwe kwamahhala okusekelwa ukukhangisa, okunikeza enye imodeli yokubhalisa.
  • Ividiyo ebhalisiwe idingeka kakhulu (I-SVOD): Imodeli lapho izibukeli zikhokha khona imali evamile yokufinyelela okungenamkhawulo kulabhulali yokuqukethwe.
  • Ividiyo yokwenziwayo idingeka kakhulu (I-TVOD): Amasevisi okukhokha ngokuqukethwe ngakunye, lapho izibukeli zikhokhela khona imuvi ngayinye noma umbukiso eziwubukayo.
  • Umsabalalisi wezinhlelo zevidiyo zama-Multichannel (I-MVPD): Ikhebula lendabuko noma izinsiza zesathelayithi ezinikeza iziteshi ezihlukahlukene kumaphakheji azo.
  • I-Virtual Multichannel Video Programming Distributor (I-VMVPD): Amasevisi aku-inthanethi ahlinzeka ngamaphakheji eziteshi ze-TV bukhoma nge-inthanethi ngaphandle kokudinga ikhebula noma uxhumano lwesathelayithi.
  • I-Internet Protocol Television (I-IPTV): Okuqukethwe kukamabonakude kulethwa nge-inthanethi kusetshenziswa iphrothokholi yenethiwekhi eyenzelwe ukudluliswa kwedatha ngesivinini esikhulu.

Kuyinto enezici eziningi eqhutshwa ukuthuthuka kwezobuchwepheshe, ukushintsha okuthandwa ngabathengi, kanye nokuqondisa kwamasu kwabanikazi benethiwekhi nabahlinzeki bokuqukethwe.

Ubunikazi Benethiwekhi Nokuhlangana

Ukuhlangana kobunikazi benethiwekhi kumayelana nokuhlanganisa ukulawulwa kokuqukethwe neziteshi zokusabalalisa. Izinkampani ezinkulu zemidiya ziyahlangana ukuze zenze amabhizinisi amakhulu anokulawula kokubili amanethiwekhi kamabonakude nezinkundla ezisekelwe ku-inthanethi. Isibonelo, ukutholwa kwe-Disney kwe-21st Century Fox kuvumele yakamuva ukuthi isabalalise okuqukethwe ngeziteshi ezivamile namasevisi okusakaza-bukhoma afana ne-Disney+. Lo mkhuba uchaza kabusha ithelevishini isuke endaweni yokusakaza eqinile iye kusevisi yezinkundla eziningi.

Okuqukethwe Okufunwayo Nokubhaliselwe

Ukunyuka kwezinsizakalo zokuqukethwe okudingeka kakhulu njenge-Netflix, i-Amazon Prime Video, ne-Hulu kuphazamise ukuhlela izinhlelo ze-TV ezivamile namamodeli wokusabalalisa. Lezi zinkundla zinikeza amamodeli asuselwe kokubhaliselwe avumela ababukeli ukuthi bafinyelele inhlobonhlobo yokuqukethwe ngesikhathi esivumelana nabo, badlule ukubhaliswa kwamakhebula okuvamile.

Ukusebenzisana Phakathi Kwamadivayisi

Ukusebenzisana phakathi kwezikrini ze-TV namadivayisi eselula kuye kwanda ngokwamukelwa kwezinhlelo zesikrini sesibili nama-smart TV. Izibukeli manje zingasebenzisa amadivaysi azo eselula ukuze zihlanganyele nokuqukethwe ngesikhathi sangempela, okuvulela abakhangisi iminyango emisha yokuxhumana nabathengi ngendlela eshukumisayo kakhudlwana futhi balinganise izimpendulo ngokushesha.

Umthelela Ekukhangiseni

Ukuhlangana kube nomthelela omkhulu amasu okukhangisa. Abakhangisi ngeke besakwazi ukuthembela ekuqondisweni kwezibalo zabantu ngezikhala ze-TV ezivamile. Noma kunjalo, kufanele esikhundleni salokho bazulazule endaweni ehlukanisiwe enokuqondisa okunembayo, ukuhlaziya idatha okusebenzisekayo nokukhangisa okuhleliwe ukuze kufinyelelwe izethameli ezithile kuzo zonke izinkundla ezihlukahlukene.

I-Emerging Technologies

Ubuchwepheshe obusafufusa njenge 5G, Ukuhlakanipha okungekhona okwangempela (

AI), kanye Ne-inthanethi Yezinto (IoT) kuqhubeka nokubumba lokhu kuhlangana. Ngamazinga okudlulisa idatha asheshayo, ukwenza kube ngokwakho okuxhaswe yi-AI, kanye nenethiwekhi ehlala ikhula yamadivayisi axhunyiwe, izindawo zokuthintwa ezingaba khona zabakhangisi zikhula ngamandla.

I-Strategic Takeaways yabakhangisi

  • I-Embace Cross-Platform Campaign: Abakhangisi kufanele bakhe imikhankaso enqamula izinkundla eziningi, banikeze ulwazi lomkhiqizo olungenazihibe kusukela ku-TV kuya kumadivayisi eselula.
  • Tshala ku-Data Analytics: Ukuqonda ukuziphatha kwezibukeli kuzo zonke izinkundla kubalulekile. Ukuhlaziywa kwedatha kungasiza ekwakheni amasu okukhangisa okuhlosiwe.
  • Khulisa ukukhangisa ngohlelo: Ukuthenga okuzenzakalelayo nokudayiswa kwendawo yokukhangisa, kusetshenziswa i-AI ukuze kuthuthukiswe ukubekwa kwezikhangiso ngesikhathi sangempela, kubalulekile ekusebenzeni kahle.
  • Gxila Kukhwalithi Yokuqukethwe: Njengoba izibukeli zinezinketho eziningi kunangaphambili, okuqukethwe kwekhwalithi ephezulu, okubandakanyayo kuyisihluthulelo sokuthwebula nokugcina ukunaka kwezithameli.
  • Hlangana futhi Uhlanganyele: Sebenzisa izici zokusebenzisana zamadivayisi ahlakaniphile ukuze udale ukukhangisa okuhehayo, okuphendulayo okukhuthaza ukuhlanganyela kwababukeli.
  • Lungiselela Ubuchwepheshe obusha: Hlala wazi ngentuthuko yezobuchwepheshe efana ne-AR/VR ukuze uyifake kumasu okukhangisa esikhathi esizayo.
  • Gada Imithetho Yobumfihlo: Ngokukhathazeka okukhulayo mayelana nobumfihlo bedatha, kubalulekile ukuthi uhlale unolwazi mayelana nemithetho engase ibe nomthelela ezindleleni zokukhangisa.

Ukuvela kokuhlangana kukamabonakude kanye ne-inthanethi kuveza izinselelo namathuba kubakhangisi. Njengoba isimo sezwe siqhubeka nokuvela, kufanele amasu abamakethi abasebenzise ukuze bafinyelele futhi bahlanganyele nezithameli zabo ngempumelelo.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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