I-Marketing InfographicsUkumakethwa Kwamaselula Nethebulethi

I-Proximity Marketing Nokukhangisa: Ubuchwepheshe, Izinhlobo, Namaqhinga

Ngithe ngingena endaweni yangakithi Kroger (esitolo esikhulu), ngibheke phansi ocingweni lwami, bese uhlelo lokusebenza lungangezisa lapho ngingaveza khona ibhakhodi yami ye-Kroger Savings ukuze ngihlole noma ngingavula uhlelo lokusebenza ukusesha nokuthola izinto ezindleleni. Uma ngivakashela isitolo se-Verizon, uhlelo lwami lokusebenza lungangixwayisa ngesixhumanisi okufanele ngingene ngaso ngaphambi kokuthi ngishiye imoto.

Lezi izibonelo ezimbili ezinhle zokuthuthukisa umuzwa womsebenzisi ngokususelwa ku- i-hyperlocal kubangela. Imboni yaziwa njenge Ukumaketha Okuseduze.

Imboni ye-proximity marketing kulindeleke ukuthi ikhule kakhulu eminyakeni ezayo. Ngokusho kweMarket Research Future, imboni ibilinganiselwa ku-$65.2 billion USD ngo-2022 futhi kulindeleke ukuthi ikhule isuka ku-$87.4 billion USD ngo-2023 iye ku-$360.5 billion ngo-2030, ikhombisa izinga lokukhula lonyaka elihlanganisiwe.I-CAGR) ka-22.44% ngesikhathi sokubikezela.

Ikusasa Lokucwaninga Kwemakethe

Lokhu kukhula kudalwe ukwanda kokwamukelwa kwama-smartphones, intuthuko kubuchwepheshe bokumaketha obuseduze, kanye nesidingo esikhulayo samasu okumaketha komuntu siqu.

Kuyini ukumaketha okuseduze?

Ukumaketha okusondele kunanoma yiluphi uhlelo olusebenzisa ubuchwepheshe bendawo ukuxhumana ngqo namakhasimende ngamadivayisi wabo aphathekayo. Ukumaketha okusondele kungafaka ukunikezwa kokukhangisa, imilayezo yokumaketha, ukusekelwa kwamakhasimende, nokuhlela, noma amanye amasu wokuzibandakanya phakathi komsebenzisi wefoni ephathekayo nendawo abakuyo.

Ukusetshenziswa kokumaketha okuseduze kungadlulela ekusabalaliseni imidiya emakhonsathini, ukuhlinzeka noma ukuqoqa ulwazi, amageyimu, nezinhlelo zokusebenza zomphakathi, ukungena kwezitolo, amasango okukhokha, nokukhangisa kwasendaweni.

Izinhlobo ze-Proximity Marketing

I-Proximity marketing akubona ubuchwepheshe obubodwa, ingasetshenziswa kusetshenziswa izindlela ezimbalwa ezihlukene. Futhi ayikhawulelwe ekusetshenzisweni kwe-smartphone noma ukutholwa okuzenzakalelayo. Ama-laptops esimanje anjalo GPS-inikwe amandla nayo ingaqondiswa ngobuchwepheshe be-proximity.

Izinhlobo ze-Proximity Marketing

  • Ubuchwepheshe Beacon: Isebenzisa i-Bluetooth Low Energy (BHEKA) amasiginali okuthumela izikhangiso ezihlosiwe kanye nezaziso ze-smartphone endaweni ethile, ezithuthukisa ukuzizwisa kokuthenga komuntu siqu.
  • I-Geofencing: Kubandakanya ukudala ipherimitha ebonakalayo yendawo yomhlaba wangempela ukuthumela izaziso zohlelo lokusebenza, imilayezo yombhalo, noma izexwayiso uma idivayisi ingena noma iphuma kule ndawo, evame ukusetshenziswa ekuthengiseni ukuheha amakhasimende aseduze.
  • I-Near Field Communication (I-NFC): Ivumela amadivayisi amabili ukuthi axhumane ngamasentimitha ambalwa, asetshenziselwa izikhangiso ezisebenzisanayo, ulwazi lomkhiqizo, nokulethwa kwekhuphoni okusheshayo ngokuthepha umaka we-NFC.
  • Amakhodi we-QR: Amakhodi Okuphendula Ngokushesha askeniwe amadivaysi eselula ukuze aqondise abasebenzisi kumakhasi ewebhu athile, amavidiyo, noma okulandiwe, asetshenziswa ekupakishweni komkhiqizo, kumaphosta, nezibonisi zokuqukethwe kokukhangisa.
  • I-RFID (I-Radio-Frequency Identification): Isebenzisa izinkambu kazibuthe kagesi ukuhlonza nokulandelela omaka abanamathiselwe ezintweni, ithuthukisa ukusebenzelana kwamakhasimende ngokusebenzisa ukuzizwisa kokuthenga komuntu siqu nemikhankaso yokumaketha esebenzisanayo.
  • I-Wi-Fi-based Marketing: Inikezwa mahhala Wi-Fi ukufinyelela ngokushintshanisa ukubhaliswa kwabasebenzisi noma ukungena, okuvumela amabhizinisi ukuthi athumele imilayezo yokuphromotha, aqoqe idatha, futhi alandelele amaphethini ethrafikhi ezinyawo, ngempumelelo ezitolo ezinkulu, ezindaweni zokudlela, nasezindaweni zomphakathi.

Uhlobo ngalunye lokumaketha oluseduze luhlinzeka ngamathuba ayingqayizivele okuxhumana namakhasimende ngendlela ehambisana nomxholo, ukusebenzisa ubuchwepheshe bokushayela ukuthengisa nokuthuthukisa ukwethembeka kwamakhasimende.

Uhlobo ngalunye lokumaketha oluseduze luhlinzeka ngamathuba ayingqayizivele okuxhumana namakhasimende ngendlela ehambisana nomxholo, ukusebenzisa ubuchwepheshe bokushayela ukuthengisa nokuthuthukisa ukwethembeka kwamakhasimende.

Izinkampani ezifisa ukuthuthukisa lezi zinkundla zisebenzisa izinhlelo zokusebenza zeselula eziboshelwe, ngemvume, endaweni yendawo yedivayisi yeselula. Uma uhlelo lokusebenza leselula lingena endaweni ethile, ubuchwepheshe be-Bluetooth noma be-NFC bungakhomba lapho imilayezo ingacushwa.

I-Non-Traditional Proximity Marketing

Kunezindlela eziningi okungezona ezendabuko zokufaka ukumaketha okusondelene, eziningi ezingadingi ukutshalwa kwezimali okukhulu kwezobuchwepheshe:

  • I-Augmented Reality (AR): Inikeza ukuzizwisa okusebenzisanayo kwemvelo yomhlaba wangempela lapho izinto ezihlala emhlabeni wangempela zithuthukiswa ulwazi lokuqonda olukhiqizwa ngekhompuyutha. Abakhangisi bangasebenzisa i-AR ukuze benze ukuzizwisa okugxilile, okuvumela amakhasimende ukuthi abone ngeso lengqondo imikhiqizo emongweni womhlaba wangempela, njengokuzama izingubo cishe noma ukubona ukuthi ifenisha ingabukeka kanjani ekhaya labo.
  • Ukutholwa Kwesiphequluli Seselula - Faka i-geolocation kuwebhusayithi yenkampani yakho ukuze uthole abantu abasebenzisa Isiphequluli Seselula endaweni yakho. Ungaqalisa isigelekeqe noma usebenzise okuqukethwe okuguquguqukayo ukuze uqondise lowo muntu - noma ngabe uku-Wifi yakho noma cha. Okubi kuphela kulokhu ukuthi umsebenzisi uzocelwa imvume kuqala.
  • Amakhodi we-QR - Ungabonisa izimpawu nge- Ikhodi ye-QR endaweni ethile. Uma izivakashi zisebenzisa amafoni azo ukuskena ikhodi ye-QR, wazi kahle ukuthi zikuphi, ungaletha umlayezo wokuthengisa ofanele, futhi ubheke ukuziphatha kwazo.
  • Amaphosta Ahlakaniphile: Lawa amaphosta ashumekwe nama-NFC chips noma amakhodi e-QR abasebenzisi abangawaskena ngama-smartphones abo ukuze bafinyelele okuqukethwe okwengeziwe, okufana namavidiyo, amawebhusayithi, noma izipesheli. Amaphosta ahlakaniphile angabekwa ngendlela ehlelekile, enikeza indlela elula yokuthi amakhasimende azibandakanye nokuqukethwe kwedijithali komkhiqizo.
  • I-Voice Proximity Marketing: Ukusebenzisa izipikha ezihlakaniphile nabasizi bezwi ukuletha okuqukethwe kokuphromotha noma ulwazi. Amabhizinisi angathuthukisa amakhono noma izenzo zezingxenyekazi ezifana ne-Amazon Alexa noma i-Google Assistant, anikeze abasebenzisi umuzwa osebenzayo womkhiqizo ngemiyalo yezwi.
  • I-Wi-Fi Hotspot - Ungakwazi ukunikeza i-wifi hotspot yamahhala. Uma uke wangena kuxhumo lendiza noma i-Starbucks, uke wabona okuqukethwe okunamandla okumaketha kuphushelwa kumsebenzisi ngqo ngesiphequluli sewebhu.

Lobu buchwepheshe buhambisana namathuluzi okumaketha okusondelana okuvamile ngokunikeza izindlela ezintsha zokudala ukuzizwisa kwamakhasimende ahehayo nokukhumbulekayo, kuthuthukiswe ukusebenza kahle kwamasu okumaketha ekufinyeleleni nasekuthonyeni izethameli eziqondiwe.

Izibonelo ze-Proximity Marketing

I-Proximity marketing inikezela ngezindlela ezintsha zamabhizinisi kuzo zonke izimboni ezihlukahlukene ukuthuthukisa ukusebenzelana kwamakhasimende, ukwenza ukuzizwisa kube ngokwakho, nokuthuthukisa ukusebenza kahle ngokuletha okuqukethwe okuhlosiwe kanye nezinsizakalo ezisekelwe endaweni yangempela yamakhasimende abo.

  • Imfundo: Izikole namanyuvesi angasebenzisa ubuchwepheshe bebhakhoni ukuthumela izaziso mayelana nemicimbi ezayo, umnqamulajuqu, noma izimo eziphuthumayo ngokuqondile kuma-smartphones abafundi njengoba bezulazula ekhampasi.
  • Ezokuzijabulisa: Amasinema namathiyetha angasebenzisa ubuchwepheshe bebhakhoni ukuze anikeze izivakashi amadili akhethekile emibonisweni ezayo noma okuqukethwe okuyikhethelo okuhlobene ne-movie noma umdlalo ezizowubuka njengoba bengena endaweni.
  • Ezezimali: Amabhange angasebenzisa i-geofencing ukuthumela okunikezwayo komuntu siqu noma ulwazi olubalulekile kumakhasimende uma eseduze negatsha, njengeminikelo yemalimboleko noma izikhathi zeseluleko sokutshalwa kwezimali.
  • Ukunakekela impilo: Izibhedlela nemitholampilo ingasebenzisa ukumaketha okuseduze ukuze iqondise iziguli esikhungweni ngolwazi lokutholwa oluthunyelwa kuma-smartphone azo, kuncishiswe izikhathi eziphuthelwe kuzo kanye nokwenza ngcono ulwazi lwesiguli.
  • Hospitality: Amahhotela angasebenzisa ubuchwepheshe be-NFC noma i-RFID ukuze izivakashi zikwazi ukusebenzisa ama-smartphone azo njengokhiye begumbi noma zifinyelele kumasevisi omuntu siqu nokuzizwisa ngesikhathi sokuhlala kwazo.
  • Ukuthengisa izindlu: Izindlu ezivuliwe zingafaka amaphosta ahlakaniphile anamakhodi e-QR, okuvumela abathengi ukuthi bafinyelele ngokushesha imininingwane yendawo, ukuvakasha okubonakalayo, noma ulwazi lokuxhumana lomenzeli wezindlu ezithengiswayo njengoba bevakashela izindawo ezihlukene.
  • tekutsengisa: Izitolo zegrosa zingasebenzisa izinhlelo zokusebenza zeselula ukuze kuvele ikhadi ledijithali lokwethembeka ku-smartphone yekhasimende njengoba lingena esitolo, futhi izitikha zetafula letafula ezindaweni zokudlela zingabonisa imenyu noma zinikeze ikhono loku-oda nokukhokha ngokuqondile etafuleni kusetshenziswa amakhodi e-QR.
  • Izinkundla Zezemidlalo: Izinkundla zingasebenzisa i-geofencing ukuze zibandakanye abalandeli ngokuqukethwe okukhethekile, ukunikezwa kokuthengiswayo, noma ukuthuthukiswa kwezihlalo njengoba bengena noma bezulazula endaweni.
  • Transportation: Izikhumulo zezindiza zingasebenzisa ubuchwepheshe bebhakhoni ukuze zinikeze abagibeli usizo lokuzulazula, izibuyekezo zezimo zendiza, noma izipesheli ezitolo ezingenamsebenzi njengoba bedlula ezingxenyeni zezindiza ezihlukene.

I-Proximity Marketing Infographic

Le infographic inombono we-Proximity Marketing yamabhizinisi amancane naphakathi nendawo (Ama-SME):

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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