Ukusetshenziswa Kwemali Yokumaketha Kuyaqhubeka Nokushintsha Ukuze Kuseshwe
Isimo sokumaketha siguquke kakhulu kule minyaka eyishumi edlule, sisuka ezindleleni zokuthengisa ezivamile saya eziteshini zedijithali. Phakathi kwalezi ziteshi zedijithali, ukukhangisa kokusesha, okuhlanganisa kokubili ukusesha okuphilayo (SEO) bese ukhokha ngokuchofoza ngakunye (PPC) ukukhangisa, kuvele njengento esemqoka emabhizinisini amaningi.
Ukukhula Kokumaketha Kosesho Esikhathini Sedijithali
Ngokwesiko, izabelomali zokumaketha zatshalwa kakhulu eziteshini ezingaxhunyiwe ku-inthanethi njengokuphrinta, umabonakude, nomsakazo. Nokho, ukufika kwemithombo yezindaba yedijithali kulethe ushintsho lwepharadigm.
Umbiko wango-2012 we-Society of Digital Agencies (SoDA) wagqamisa lolu shintsho, uphawula ukunyakaza okukhulu kwesabelomali kusuka kumidiya yendabuko kuya eziteshini zedijithali.
Amashadi Wokumaketha
Ngo-2021, ukusetshenziswa kwemali ezikhangisweni zedijithali kwahlelwa ukuthi kube ngaphezu kokuphindwe kabili kokusetshenziswa kwethelevishini, okuphawula ingqophamlando emhlabeni wokukhangisa.
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Ukucinga Amabhajethi Kudlula Ezinye Iziteshi Zedijithali
Ngaphakathi komkhakha wokumaketha kwedijithali, izabelomali zokusesha, kokubili kwe-organic kanye ne-PPC, zibone ukukhula okuphawulekayo. Lokhu kukhula ngokwengxenye kungenxa yokubaluleka okwandayo kwezinjini zokusesha ekuziphatheni kwabathengi. Abathengi baya ngokuya baphendukela ezinjinini zokusesha zocwaningo lomkhiqizo, ukuqhathanisa, nokuthengwa, okwenza ukumaketha kosesho kube ithuluzi elibalulekile lamabhizinisi lokukhulisa ukubonakala kanye nokushayela ukuthengisa.
Isici esikhulu esinomthelela ekukhuleni kokumaketha kokusesha ukulinganiswa RIO inikeza. Ngokungafani nemidiya evamile, lapho ukulinganisa umthelela wokukhangisa kungaba inselele, ukumaketha kokusesha kunikeza amamethrikhi acacile afana namazinga okuchofoza, amanani okuguqulwa, kanye nezindleko zokuthola ngakunye, okukwenza kube inketho ekhangayo kumabhizinisi agxile ekukhangiseni okuqhutshwa yimiphumela.
Amathrendi amanje kanye nokwabiwa kwesabelomali sokumaketha
Eminyakeni yamuva nje, ukwabiwa kwezabelomali zokumaketha maqondana nokumaketha kokusesha kuqhubekile nokukhula. Nakuba amaphesenti athile angahluka ngokusekelwe embonini, imakethe eqondiwe, nezinjongo zebhizinisi ngalinye, ukuthambekela okujwayelekile ekutshalweni kwezimali okuphezulu ekukhangiseni kosesho kuyabonakala.
Ngokusesha okuphilayo, amabhizinisi aya ngokuya etshala imali kumasu we-SEO ukuthuthukisa ukubonakala kwawo kanye namazinga ezinjini zokusesha. Lokhu kutshalwa kwezimali akuyona nje imali kodwa kuhlanganisa nokwabiwa okubalulekile kwezinsiza ekudalweni kokuqukethwe, ukwenziwa ngcono kwewebhusayithi, kanye nocwaningo lwamagama angukhiye.
Ngakolunye uhlangothi, ukukhangisa kwe-PPC, ikakhulukazi kumapulatifomu afana Izikhangiso ze-Google, ivumela amabhizinisi ukuthi athole ukubonakala ngokushesha futhi ashayele ithrafikhi eqondiwe kumawebhusayithi awo. Ukuvumelana nezimo nokulawula isabelomali kanye nokuqondiswa kwezithameli kwenza i-PPC ibe yisinqumo esidumile phakathi kwamabhizinisi abo bonke osayizi.
Ukulinganisa Isabelomali Sokumaketha Esimaphakathi Sosesho
Ukulinganisa iphesenti elimaphakathi lezabelomali zokumaketha ezabelwa ukusesha kwezinto eziphilayo kanye ne-PPC kungaba yinselele ngenxa yezidingo namasu ahlukene amabhizinisi. Kodwa-ke, ukulinganisa okuphusile kungenziwa ngokusekelwe kumabhentshimakhi nezinhlolovo zomkhakha.
- Izabelomali Zosesho Lwezinto Eziphilayo: Amabhizinisi angase abele cishe u-10-20% wesamba sesabelomali sawo sokumaketha kwedijithali. Leli phesenti lingaba phezulu kumabhizinisi athembele kakhulu kuthrafikhi ye-inthanethi nasekubonakaleni.
- Amabhajethi Osesho Akhokhiwe: isabelo singaba sibaluleke kakhulu, kusukela ku-20-50% wesabelomali sokumaketha kwedijithali, kuye ngokuncintisana kwemboni kanye nokuthembela kwebhizinisi ekukhiqizeni okuhamba phambili nokuthengisa.
Ukukhula kwesabelomali sokumaketha kokusesha kuwubufakazi bemvelo ethuthukayo yokuziphatha kwabathengi kanye nempumelelo yezinjini zokusesha njengendlela yokukhangisa nokutholwa kwamakhasimende. Njengoba isimo sedijithali siqhubeka nokuvela, amabhizinisi cishe azoqhubeka nokutshala ingxenye enkulu yesabelomali sawo sokumaketha ekusesheni kwezinto eziphilayo kanye ne-PPC ukuze aqhubeke encintisana futhi ebonakala endaweni egcwele abantu abaningi ku-inthanethi.