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Ngabe Ukuthenga Okuhlelwayo Kuthenga Ukubulala Idumela Lakho?

Ukwenza imali ngokushicilelwa akulula kangako njengoba kubukeka. Bheka ngokucophelela noma yikuphi ukushicilelwa okukhulu futhi uzothola ukucasula okungafani neshumi nambili okucela abafundi ukuthi bahambe. Futhi bavame ukwenza. Kodwa-ke, ukwenza imali kungububi obudingekayo. Ngithanda noma cha, kufanele ngikhokhe izikweletu eziseduze nalapha ngakho ngidinga ukulinganisela uxhaso nezikhangiso ngokucophelela.

Enye indawo ebesifuna ukuyithuthukisa ekwenzeni imali bekusencwadini yethu yezindaba ye-imeyili. Manje sesihlinzeka ngazo zombili izikhangiso namaphepha amhlophe axhasiwe ekuxubeni. Ngijabule kakhulu ngamaphepha amhlophe - akhethwa yinjini esiyakhile ukuqinisekisa ukuthi ahambisana nokuqukethwe esikukhiqizayo. Izikhangiso zezindaba ze-imeyili, noma kunjalo, zidumaza kakhulu. Ngaphandle kokukhononda enkampanini kaningana, incwadi yami yezindaba ihlale igcwele abantu izinwele zibuyela emuva izikhangiso. Bethukile ngokuphelele… imvamisa kuhambisana nesipho sopopayi segal noma umfana othile osuka empandleni aye ekhanda eligcwele lezinwele.

Le nkampani ingiqinisekisile ukuthi izikhangiso zizolungiswa ngemuva kwesikhathi esithile ngokususelwa ekuchofozeni, lapho zizobe zibhekiswe kangcono kobhalisile. Lokho akukenzeki, ngakho-ke nginjalo ukudonsa izikhangiso emasontweni ambalwa alandelayo. Ngisebenze kanzima ngendlela emangalisayo ukwakha isisekelo sababhalisile esabelayo kokuqukethwe okufanele sikunikeze, futhi ukusilahlekisela kuzikhangiso ezimbi akusifanele izinzuzo ezimbalwa esizenzayo ngokwenza imali. Ngithuthela kumthengisi onikeza ukucaciswa kwesigaba sokuzenzela, ukugunyaza, nokufakwa kuhlu olumnyama. Ngiyazi ukuthi ngeke ngibe nemali eningi ngokukhetha ngesandla izikhangiso, kodwa futhi ngeke ngikhiphe ilungelo lokuthenga kubathengi ababenginike imvume yokungena ebhokisini labo lokungenayo.

Akumina ngedwa onale nkinga. UMkhandlu Omkhulu Wezokukhangisa (CMO) ukhiphe umbiko namuhla ohlanganisa izihloko ezifanele. Kungabaza ukufaneleka neziphambeko zemakethe yokukhangisa yohlelo lwama- $ 40 billion, ikakhulukazi ubungozi bezikhangiso zokubonisa zedijithali ezivela eceleni kokuqukethwe okungabazisayo. Umbiko unesihloko esithi, Ukuvikelwa Komkhiqizo Ekungenweni Ukuqukethwe Kwedijithali: Ukuvikela Igama Lomkhiqizo Ngokukhethwa Kwesiteshi Sesikhangiso Esikhuthele, ithole ukuthi abakhangisi bomkhiqizo abangama-72% ababambe iqhaza ekuthengeni okuhleliwe bakhathazekile ngobuqotho bomkhiqizo nokulawulwa ekubekweni kwedijithali

Landa i-Brand Protection kusuka ekungenweni yi-Digital Content

Akubona abashicileli kuphela abakhathazekile, futhi bangabakhangisi abakhathazeka ngokwengeziwe lapho kubekwa khona izikhangiso zabo. Cishe uhhafu wabaphenduli bokumaketha babika izinkinga ngokuthi ukukhangiswa kwedijithali kubukwa kuphi futhi kanjani, futhi ikota isho ukuthi banezibonelo ezithile zokuthi ukukhangisa kwabo kwedijithali kusekele noma baxhumanisa okuqukethwe okuhlaselayo noma okuyekethisa.

Ucwaningo kuhloswe ngalo ukuhlola umthelela wokuhlangenwe nakho kwedijithali emibonweni yabathengi nasenhlosweni yokuthenga. Ingxenye yenqubo yezinyanga ezintathu yokutholwa ibheke ukuphepha komkhiqizo wedijithali ngombono womthengi futhi yathola ukuthi abathengi bajezisa nemikhiqizo ekhethwayo uma bengasebenzisi amapulatifomu abezindaba abathembekile noma bathathe izinyathelo ezisebenzayo zokulawula ubuqotho bezindawo zabo zesikhangiso. Okutholakele ocwaningweni olugxile kubathengi - olunesihloko esithi “How Brands Annoy Fans” - kuyaqhubeka kuveze ukuthi cishe isigamu sabaphenduli sikhombise ukuthi bazocabanga kabusha ukuthenga enkampanini noma bazoduba imikhiqizo uma behlangabezana nezikhangiso zalowo mkhiqizo eceleni kokuqukethwe kwedijithali okucasule noma wabahlukanisa.

Trust kuphinde kwavela njengodaba olusemqoka kubathengi lapho, yize behambisa imiyalezo yesibili yezikhangiso, imithombo yezokuxhumana kuthiwa yiyona ethembeke kakhulu eziteshini zemidiya ezinhlanu eziphezulu. Iningi labathengi (ama-63%) bathe baphendula kahle kuzikhangiso ezifanayo lapho bebathola ezindaweni zemithombo yezindaba ezisungulwe futhi ezinokwethenjelwa. Ukuphendula le kholi yokwethenjwa, abathengisi bahlela ukuphendula ngokuqinisa izinkombandlela zabo namazinga azokwakha ukubekwa kokukhangisa kuqhubekele phambili.

Lolu cwaningo oluvela eMkhandlwini we-CMO luqinisekisa izenzo esizithathe njengenhlangano yezentengiso yomhlaba wonke ukuvikela umkhiqizo wethu emiphumeleni emibi ehambisana nokuthengwa kwezikhangiso kohlelo, ”kuchaza uSuzi Watford, iSekela likaMongameli oPhethe kanye noMphathi Omkhulu Wezokukhangisa The Wall Street Journal. Ukulwa nezinsongo ezikuhlelo lwezikhangiso lwedijithali, silethe izinhlelo zethu zokuhlela nabezindaba zokuthenga endlini ukugcina ukulawula ukuthi abathengi bayibona nini futhi kuphi imiyalezo yethu yezentengiso. Ukugcina ukwethenjwa nokwethenjelwa kubaluleke kakhulu kuhlobo lweDow Jones, futhi sihlose ukusebenzisa izinga elifanayo lokuhlola emikhubeni yethu yokumaketha eyenziwa yizintatheli zethu ekubikeni kwazo.

Abamakethi bazibophezele ekuthatheni izinyathelo ezifanele ukuqinisekisa ubuqotho bokubekwa kwezikhangiso ezidijithali nokubekwa ezindaweni eziphephile futhi ezihloniphekile zokuqukethwe, futhi bakubheka lokhu njengokudingekile kweklayenti elisha. Izihloko ezihlanganiswe ngumbiko wocwaningo lwe-CMO Council / Dow Jones lwamakhasi angama-63 zifaka:

  • Izinga le- ukuzwela komholi wokumaketha nokukhathazeka maqondana nokuqukethwe kwezikhangiso ezidijithali
  • Izinhlelo nezinhloso zoku vikela futhi uvikele ubuqotho bomkhiqizo eziteshini zokukhangisa ezidijithali
  • Ukubaluleka nokubaluleka kwe- okuqukethwe nesiteshi ukwenza umkhiqizo wokukhangisa ngempumelelo kanye nokulethwa kwemiyalezo
  • Izilinganiso zokulimala noma umthelela wokuhlonipha kumikhiqizo ehambisana nokuqukethwe okubi
  • Isigameko nemvelo ye- ukuyekethisa komkhiqizo ezinhlelweni zokukhangisa ezidijithali eziku-inthanethi
  • Izindlela ezihamba phambili zokuqinisekisa ubuqotho bomkhiqizo kusikhangiso sohlelo siyathenga
  • Kusetshenziswa isayensi yokukhangisa yedijithali ukudala okukhulu ukuhambisana komkhiqizo nokuziphendulela
  • Umthengi nebhizinisi imibono yomthengi nokuphendula ukufaka endaweni engafanele uphawu kumashaneli wokuqukethwe okutholwe yisixuku
  • Impact on ukwabiwa nokuhlolwa wecebo lezindaba, ukukhetha, ukusebenzisa nokuthenga
  • Izinga lokwaneliseka ngokusebenza kokukhangisa kwedijithali, ezomnotho, ukusebenza kahle kanye nokwenza izinto obala

Nayi i-infographic evela kuMkhandlu we-CMO, Isikhathi Sokukhuluma Ngokuthembana, lokho kukhuluma ngomthelela wokwethenjwa nokuthengwa kwezikhangiso kohlelo

Isikhathi Sokukhuluma Ngokuthembana

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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