Ubuchwepheshe Bokukhangisa

Kuyini Ukukhangisa Kwabantu Bomdabu?

Ukukhangisa koMdabu kuwuhlobo lwe ukukhangisa okukhokhelwe lapho okuqukethwe kwesikhangiso kuhlangana ngaphandle komthungo nokubukeka, umuzwa, kanye nomsebenzi weplathifomu esivela kuyo. Umgomo oyinhloko wokukhangisa komdabu ukuhlinzeka ngokuqukethwe okufanelekile nokubalulekile kuzithameli eziqondiwe, ngaphandle kokuphazamisa ulwazi lwazo lokuphequlula. Izikhangiso zomdabu zivame ukulingisa isitayela nethoni yokuqukethwe kokuhlela, kuzenze zingaphazamisi futhi zihehe kunezikhangiso eziboniswayo ezivamile.

Yiziphi Izinzuzo Zokukhangisa Komdabu?

  1. Umuzwa Womsebenzisi Othuthukisiwe: Izikhangiso zomdabu aziphazamisi kangako futhi zihlangana ngokwemvelo nokuqukethwe okuseplathifomu, okuhlinzeka ngolwazi oluhle lomsebenzisi.
  2. Amazinga Aphakeme Okuzibandakanya: Ngenxa yokuthi izikhangiso zomdabu zifana nokuqukethwe kokuhlela, zivame ukukhiqiza ukubandakanyeka okuphezulu namazinga okuchofoza uma kuqhathaniswa nezikhangiso eziboniswayo ezivamile.
  3. Umbono Ongcono Womkhiqizo: Ukukhangisa komdabu kuvumela amabhrendi ukuthi abonise ubuchwepheshe bawo futhi anikeze inani kuzithameli zabo, okuholela ekubonweni komkhiqizo okuthuthukisiwe nokwethenjwa.
  4. Ukufaneleka Kwesikhangiso Okuthuthukisiwe: Izikhangiso zomdabu zibaluleke kakhulu kumsebenzisi, njengoba ziklanyelwe ukufanisa okuqukethwe nomongo wenkundla.

Yiziphi Izinhlobo Zokukhangisa Zomdabu Ezikhona?

  1. Izihloko ezixhasiwe: Amabhrendi asebenzisana nabashicileli ukuze bakhe ama-athikili axhasiwe ahambisana nokuqukethwe kokuhlela kwewebhusayithi, anikeze ulwazi olubalulekile kumfundi.
  2. Izikhangiso ze-In-feed Social Media: Izikhangiso ezinkundleni zokuxhumana ezifana ne-Facebook, Instagram, ne-Twitter zenzelwe ukubukeka njengokuthunyelwe okujwayelekile, okuqinisekisa ukuthi zihlangana kalula nokuphakelayo kwabasebenzisi.
  3. Amawijethi Esincomo Sokuqukethwe: Amafomethi afana Outbrain futhi Taboola hlinzeka ngamawijethi esincomo sokuqukethwe abonisa okuqukethwe okuxhasiwe kanye nezindatshana ezihlobene kumawebhusayithi abashicileli.
  4. Amavidiyo anebhrendi: Amabhrendi adala amavidiyo anikeza okuqukethwe okuhehayo nokubalulekile, okungabiwa ngezinkundla zokwabelana ngamavidiyo njenge-YouTube noma ashumekwe ezihlokweni ezifanele.

Izindlela Ezinhle Zokukhangisa Zomdabu:

  1. Gxila Kukhwalithi Yokuqukethwe: Izikhangiso zomdabu kufanele zinikeze okuqukethwe okubalulekile nokubalulekile okuhambisana nezethameli eziqondiwe, okuthuthukisa umuzwa wazo wokuphequlula.
  2. Gcina Ukungaguquguquki: Qinisekisa ukuthi idizayini yesikhangiso, ithoni, kanye nemiyalezo kuhambisana nokuqukethwe kokuhlela kwenkundla, okwenza isikhangiso sibonakale singokwemvelo futhi singathandeki kangako.
  3. Khomba Izithameli Ezilungile: Sebenzisa amasu okukhomba ukuze uqinisekise ukuthi izikhangiso zakho zomdabu zifinyelela izethameli ezifanele kakhulu, ukhuphule ukuhlanganyela kanye nethuba lokuguqulwa.
  4. Gada futhi Ulungiselele: Landelela njalo ukusebenza kwezikhangiso zakho zomdabu futhi wenze izinguquko ezidingekayo ukuze uthuthukise ukusebenza kahle kwazo, uqinisekise imbuyiselo ephezulu ekutshalweni kwezimali.
  5. Dalula uxhaso: Lebula ngokucacile izikhangiso zomdabu njengokuqukethwe okuxhasiwe noma okuthuthukisiwe ukuze kugcinwe obala futhi kuhambisane nemihlahlandlela yokukhangisa ebekwe yi-Federal Trade Commission (FTC).

Kungani Ukuveza Ulwazi Kubalulekile Ngezikhangiso Zomdabu

Njengoba kuchazwe yi-FTC, ukukhangisa kwendabuko kuyakhohlisa uma kunokumelela okungalungile noma noma ngabe kukhona ukushiywa kolwazi lokho kungenzeka kudukise umthengi owenza ngokufanelekile ezimweni. Lesi isitatimende esizithobayo, futhi angiqiniseki ukuthi ngifuna ukuzivikela emandleni kahulumeni.

I-Federal Trade Commission iyachaza ukukhangisa kwendabuko njenganoma yikuphi okuqukethwe okuphathelene nokufana nezindaba, izindatshana zezici, ukubuyekezwa komkhiqizo, ezokuzijabulisa, nokunye okokuzungeza ku-inthanethi.

Ukukhangisa Kwabomdabu be-FTC: Umhlahlandlela Wamabhizinisi

U-Lord & Taylor bakhokhele abagqugquzeli bemfashini abaku-50 ukuthumela izithombe ze-Instagram zabo begqoke ingubo efanayo ye-paisley evela eqoqweni elisha. Kodwa-ke, bahlulekile ukudalula ukuthi banakho inikezwe ngamunye uthonya ingubo, kanye nezinkulungwane zamaRandi, ukuze anikeze imvume yabo. Ukuphulwa ngakunye kwalolo daba lokudalulwa kwakungaholela enhlawulweni yomphakathi efinyelela ku- $ 16,000!

Ngaphezu kwengxenye eyodwa kwezintathu yabashicileli bemidiya yedijithali abahambisani nemithetho ye-FTC ebusa izikhangiso zomdabu zewebhusayithi nokuqukethwe okuxhasiwe..

I-MediaRadar

Ukudalulwa kokukhangisa komdabu kungumthetho e-United States nakwamanye amazwe amaningi. Kodwa ukudalulwa kobudlelwano nomkhiqizo akuyona nje indaba yezomthetho, kungenye yazo ukwethemba. Abathengisi abaningi kakhulu bakholelwa ukuthi ukudalula kungase kube nomthelela kumazinga okuguqulwa, kodwa asikubonanga nhlobo lokhu. Abafundi bethu bebenathi iminyaka eyishumi futhi ngithemba ukuthi, uma ngishicilela isincomo somkhiqizo, ngenza kanjalo ngesithunzi sami kulayini.

Ukungafihli lutho kumthengi kubalulekile, futhi izingcezu zokuphromotha akufanele ziphakamise noma zisho kubathengi ukuthi bayinto enye ngaphandle kwesikhangiso. Uma ukudalulwa kunesidingo ukuvimbela ukukhohlisa, ukudalulwa kufanele kucace futhi kufanele kugqame. 

U-Adam Solomon
, Michelman & Robinson

Isibonelo esihle sokudalulwa ekukhangiseni komdabu yilapho ukudalulwa kucacile futhi kugqama, futhi kubekwa endaweni lapho kubonakala kalula futhi kuqondakala khona ezithamelini. Ukudalulwa kufanele kubonise ngokucacile ukuthi okuqukethwe kuxhasiwe noma ukukhangisa, hhayi okuqukethwe kokuhlela.

Isibonelo esisodwa sokudalulwa okucacile yilapho igama isikhangiso or uxhasiwe iboniswa ngokugqamile phezulu kokuqukethwe, futhi ngosayizi wefonti ofana nesihloko se-athikili. Ukwengeza, ukudalulwa kufanele kube kumbala ohlukile noma isitayela sefonti kunokuqukethwe konke, ukuze kugqame futhi kubonakale kalula njengokudalulwa.

Esinye isibonelo sokudalulwa okucacile yilapho isikhangiso sethulwa esigabeni esihlukile noma ibhokisi, elinelebula elicacile elisichaza ngokuthi okuqukethwe okuxhaswe. Lokhu kwenza kube lula ukuthi izethameli zihlukanise phakathi kokuhlela nokuqukethwe okuxhasiwe.

Angisoze ngafaka isithunzi sami engozini. Eqinisweni, ngicelwa cishe nsuku zonke ukushicilela izindatshana futhi ngikhokhelwe ku-backlink futhi ngiyenqaba. Kwesinye isikhathi, ama-ejensi aze abe nesibindi sokucela ukuthi ngithumele okuthile ngaphandle kokukudalula. Ngiyababhalela ngibabuze ukuthi kungani bekholelwa ukuthi ukwephula imithetho yenhlangano kulungile… futhi bayanyamalala bangaphenduli.

Umlando Wokukhangisa Komdabu

The i-infographic nendatshana ixoxa ngomlando wokukhangisa komdabu, ukuyilandelela emuva esikhangisweni sokuqala ngasekupheleni kwekhulu le-19. I-athikili ixoxa ngokuthi ukukhangisa komdabu kuye kwavela kanjani ngokuhamba kwesikhathi, kusukela ezinsukwini zokuqala zabakhangisi ekushicilelweni okushicilelwe kuya kokuqukethwe okuxhasiwe ezinkundleni zokuxhumana. I-infographic igqamisa izigigaba ezibalulekile ekuthuthukisweni kokukhangisa komdabu, okuhlanganisa ukwethulwa kwe- Google AdWords ngo-2000 kanye nokukhula kokukhangisa komdabu okuhleliwe eminyakeni yamuva.

I-athikili iphinda ihlole izinzuzo zokukhangisa komdabu, okufana nekhono lakho lokukhulisa ukuqwashisa ngomkhiqizo nokuxhumana nezithameli. Kodwa-ke, iphinde ivume okunye ukugxekwa kokukhangisa komdabu, okuhlanganisa nokukhathazeka mayelana nokungafihli lutho kanye namandla okudukisa abathengi.

Isakhiwo se-OB Infographic Native Advertising v2 1 1

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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