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Ukulinganisa i-ROI Yezindaba Zomphakathi: Imibono kanye Nezindlela

Uma ubungibuza eminyakeni eyishumi edlule ukuthi izinkampani kufanele zitshale noma cha ekukhangiseni ezinkundleni zokuxhumana, bengizosho ngokunamandla ukuthi yebo. Ngenkathi inkundla yezokuxhumana iqala ukwanda kakhulu ekudumeni, abengekho ama-algorithms ayinkimbinkimbi nezinhlelo zokukhangisa ezinolaka ezinkundleni. Inkundla yezokuxhumana ibilingana phakathi kwabaqhudelana nesabelomali esikhulu namabhizinisi amancane asiza amakhasimende abo kahle.

Inkundla yezokuxhumana ibilula… hlinzeka isiqondiso nobungcweti kubalandeli bakho, futhi bobabili babelane ngakho futhi baphishekele amathuba nomkhiqizo wakho. Abalandeli bakho bakhulise usizo lwakho, futhi i-WOM yaqhuba ukuqwashisa okwengeziwe nokutholwa kwemikhiqizo namasevisi akho.

Ngokushesha phambili kuze kube namuhla, futhi, ngokubona kwami, yonke inkampani ibhekwa njenge- ugaxekile noma i umkhangisi ngezinkundla ezinkulu zokuxhumana. Kungakhathalekile ikhwalithi yomlayezo wakho nosayizi wokulandelayo, izinkundla zokuxhumana azifuni inkampani yakho iphumelele ngaphandle kokuthi bathole ucezu lwesenzo. Kuyishwa, njengoba ngicabanga ukuthi umlingo omningi awusekho. Amakhasi ami ezinkampani cishe awabonakali kuzo zonke izinkundla, ngaphandle kokuqukethwe okukhulu nokuthandwa kakhulu. Anginaso isabelomali sokuphromotha okuqukethwe kwami, kuyilapho abaningi engincintisana nabo benayo.

Ngenxa yalokho, kuhlolwa i-Return on Investment yenkundla yezokuxhumana (RIO) kokubili kubalulekile futhi kuyinselele. Ukuqonda ukusebenza ngempumelelo kwemizamo yokumaketha ezinkundleni ezifana ne-Facebook, Instagram, ne-Twitter kuyisithiyo esivamile, nengxenye encane yamabhizinisi akwazi ukulinganisa umthelela wenkundla yezokuxhumana emiphumeleni yabo yebhizinisi.

Izinselelo Zokukala I-ROI Yezindaba Zomphakathi

Yize izindlela eziningi zokumaketha, iziteshi, namasu kuthuliswa ukuqwashisa, ukutholwa, ukuthengisa, nokugcinwa, inkundla yezokuxhumana idlulela ngalé kwalokho. Imikhiqizo ihlinzeka ngesevisi yamakhasimende, ukwesekwa kwamakhasimende, ukuhwebelana komphakathi, nokunye okuningi ngeziteshi zomphakathi. Ngenxa yalokho, kunezinselele ezimbalwa impela.

  1. Ukungakwazi Ukuxhumanisa Nemiphumela Yebhizinisi: Abathengisi abaningi bayazabalaza ukuxhuma imizamo yenkundla yezokuxhumana nezinjongo zebhizinisi ezibonakalayo, okwenza ukukalwa kwe-ROI kube nzima.
  2. Ukuntuleka Kobungcweti Bezibalo: Isithiyo esibalulekile ukuntuleka kochwepheshe bezibalo noma izinsiza zokungena ngempumelelo kudatha, ikakhulukazi njengoba izinkundla ezifana ne-GA4 zihlaziye ukuthi zithwebula kanjani, zibalula, futhi zigcine leyo datha.
  3. Amathuluzi Okulinganisa Ampofu kanye Nezinkundla: Ukuntuleka kwamathuluzi nezinkundla kungaholela ekulandeleleni okungalungile komthelela wenkundla yezokuxhumana. Izinkundla eziningi zokuxhumana zigadiwe ngedatha eziyithathayo ngoba isetshenziselwa ukuthuthukisa ezazo izinkundla zokukhangisa.
  4. Izindlela Zokuhlaziya Ezingahambisani: Ukungabi bikho kwezindlela ezijwayelekile zokulinganisa kuholela emiphumeleni namasu angalindelekile. Esinye isibonelo ukuntuleka komkhankaso Ama-URL ukufakazela ngokunembile kokubili imizamo ephilayo nekhokhelwayo.
  5. Idatha Engathembekile: Ukuthatha izinqumo kuvame ukuvinjwa idatha engaphelele noma enekhwalithi ephansi.

Naphezu kwalezi zinselele, i-28% ye-ejensi yokumaketha ibika impumelelo ekulinganiseni i-ROI yomphakathi, futhi i-55% ithi ingakwazi ukukala i-ROI yezenhlalakahle ngezinga elithile, okubonisa inqubekelaphambili emkhakheni.

Ngokwembono

Kuyini Ukulinganiswa?

Amabhizinisi alandela umkhondo wamamethrikhi ahlukahlukene, kodwa akuwona wonke ahlanganiswe ngokuqondile ne-ROI:

  • 58% amafemu akala ukubandakanyeka (okuthandwayo, ukuphawula, ukwabelana, njll.).
  • 21% linganisa ukuguqulwa (ukuqedwa komgomo, ukuthenga).
  • 16% ukulinganisa ukukhulisa (amasheya, njll.).
  • 12% linganisa amamethrikhi esevisi yekhasimende.

Emikhankasweni yomphakathi ekhokhelwayo, amamethrikhi alandelelwa kakhulu yilawa:

  • Ukufinyelela nokukhula kwezilaleli
  • Ukuchofoza kusayithi/ikhasi
  • ukuzibophezela
  • Izinga lokuguqulwa

Nakuba ama-KPI azimele afana nalawa angakhuluma ngokuduma kwemizamo yakho yenkundla yezokuxhumana, awasho ngempela ukuthi engeza amadola kumugqa oyinhloko. Ukhiye wokulinganisa i-ROI yemizamo yakho yenkundla yezokuxhumana yile:

  • Ingabe kukhona ukuhlobana okuqondile phakathi kokuzibandakanya kwemizamo yenkundla yezokuxhumana kanye nokwakha ukuqwashisa ngomkhiqizo?
  • Ingabe kukhona ukuhlobana okuqondile phakathi kokuthandwayo, amazwana, nokwabelana nokuziphatha kokuthenga kwangempela? Yenza imizamo yakho yenkundla yezokuxhumana ikhulise inani lokuphila kwamakhasimende akho (I-CLV)?
  • Ingabe kukhona ukuhlobana okuqondile phakathi komzamo owenzayo wokusiza umphakathi wakho kanye nokuthengisa nokugcinwa kwamakhasimende akho?

I-meme ehlekisayo eyabiwe esiteshini sakho senkundla yezokuxhumana ingase idlondlobale futhi ithuthukise zonke izibalo zakho zokubandakanyeka... kodwa uma empeleni ingashayeli umkhondo nebhizinisi enkampanini yakho, imane amamethrikhi ayize.

I-Organic Social Media vs. Social Media Advertising

Imizamo ezinkundleni zokuxhumana ingaba yinto ephilayo, ekhokhelwayo, noma inhlanganisela lapho.

I-Organic Social Media

Ukwakha izethameli eziphilayo kanye nomphakathi kumayelana nokukhuthaza ubudlelwano besikhathi eside. Nakuba leli su lingase lingabi nayo i-ROI esheshayo, liwusizo ekusakazweni kwemali engenayo engaqondile njengokwethembeka kwekhasimende kanye nevelu yokuphila konke. Okubalulekile lapha ukukala ukusebenzelana nokukhula, okungaholela ekwandeni kokuthengisa nokusebenzisana, njengoba kuboniswa ngaphezu kwesigamu sabadayisi.

Ngakolunye uhlangothi, imikhankaso yenkundla yezokuxhumana ekhokhelwayo iklanyelwe umthelela osheshayo futhi iqonde kakhudlwana ukuyikala. Okugxilwe lapha ekuchofozweni kwesayithi/ikhasi, ukubandakanyeka, futhi okubaluleke kakhulu, amazinga okuguqulwa. Ukukhangisa kuyindawo lapho izinkampani zibona ukuhlobana okuqondile ne-ROI, njengoba le mikhankaso ilandeleka kalula futhi ingalungiselelwa ukusebenza okungcono.

Ukutshalwa kwezimali kwezokumaketha kwezokuxhumana

Ngokwesilinganiso, izinkampani zisebenzisa u-17% wesamba sesabelomali sazo sokumaketha ezinkundleni zokuxhumana, futhi zilindele ukusebenzisa u-26.4% wesabelomali sazo ezinkundleni zokuxhumana phakathi neminyaka emihlanu. 

I-CMO namuhla

Naphezu kwezinselelo zokulinganisa, amabhizinisi ayaqhubeka nokubona ukubaluleka kokumaketha kwenkundla yezokuxhumana futhi azimisele ukutshala imali kukho.

Izindlela Ezinhle Kakhulu Zokwandisa I-ROI Yezokuxhumana

I-ROI yokumaketha kwezokuxhumana ixubene, ihlanganisa womabili amasu aphilayo nakhokhelwayo ukuze aqhubekisele phambili ukukhula kwebhizinisi. Nansi imikhuba ehamba phambili:

  1. Qondanisa Imigomo Yemidiya Yokuxhumana Nezinjongo Zebhizinisi: Izinjongo zebhizinisi ezichazwe ngokucacile zisiza ekudaleni amasu enkundla yezokuxhumana agxilile okulula ukuwakala.
  2. Tshala Kubungcweti Bezibalo: Ukuba namakhono okuhlaziya alungile noma ukusebenzisana nama-ejensi kungasiza ukwenza umqondo wedatha futhi kutholwe imininingwane engasebenza.
  3. Khetha amathuluzi afanele: Tshala imali kumathuluzi okuhlaziya enkundla yezokuxhumana angakala ngokunembile ama-KPI abalulekile ebhizinisini lakho.
  4. Linganisa Izindlela Zokukala: Yakha uhlaka lokuhlaziya olungaguquki ukuze ulinganise i-ROI yenkundla yezokuxhumana ngempumelelo kuyo yonke imikhankaso.
  5. Qinisekisa Ikhwalithi Yedatha: Beka kuqala ukuqoqa nokusebenzisa idatha yekhwalithi ephezulu ukuze wenze izinqumo ezinolwazi.

Naphezu kwezinselelo zokulinganisa, amabhizinisi kancane kancane aba nekhono lokuxhumanisa imizamo yenkundla yezokuxhumana nemiphumela ebonakalayo.

I-Automation kanye ne-Artificial Intelligence ku-Social Media

Intuthuko kwezokumaketha ezinkundleni zokuxhumana kanye nezinkundla zokukhangisa, kanye nokwamukelwa kwe-Artificial Intelligence (AI), bashintsha indlela amabhizinisi akala ngayo, azenzela, futhi athuthukisa i-ROI yemizamo yawo yezokuxhumana. Nakhu ukuthi lobu buchwepheshe buwenza kanjani umthelela obalulekile:

Isilinganiso Esithuthukisiwe Nezibalo

  1. Ukuqagela Ukuhlaziya: Ama-algorithms e-AI angabikezela ukusebenza kwesikhathi esizayo kwemikhankaso yenkundla yezokuxhumana ngokuhlaziya amaphethini okuziphatha omthengi adlule. Lokhu kusiza ekubikezeleni i-ROI nokwenza ukwabiwa kwebhajethi okunolwazi.
  2. Izibalo Zesikhathi Sangempela: Izinkundla ezithuthukile zinikeza ukulandelela kwesikhathi sangempela kwamamethrikhi okuzibandakanya, okuvumela abakhangisi ukuthi balungise amasu abo ukuze balungiselele i-ROI ngokushesha.
  3. Ukuhlaziywa Kwemizwelo Yekhasimende: Amathuluzi anamandla e-AI angatolika umuzwa ongemuva kokuxhumana komphakathi, anikeze imininingwane ejulile mayelana nombono wabathengi kanye nempilo yomkhiqizo.

I-Automation Yokusebenza Kahle Nesikali

  1. Ukukhangisa kohlelo: I-AI inika amandla ukuthengwa kwezikhangiso okuhleliwe, iqondise abasebenzisi ngokunembe kakhulu nangezikhathi lapho okungenzeka khona ukuthi bazibandakanye, ngaleyo ndlela kuthuthukiswe i-ROI engaba khona.
  2. Ama-Chatbots nabasizi Ababonakalayo: Lawa mathuluzi aqhutshwa yi-AI angakwazi ukwenza umsebenzi wamakhasimende ngokuzenzakalelayo ezinkundleni zokuxhumana, aqinisekise izimpendulo ezisheshayo emibuzweni futhi athuthukise ukwaneliseka nokugcinwa kwamakhasimende.
  3. Ukusebenza kokuqukethwe: Amathuluzi e-AI angaphakamisa izikhathi ezilungile zokuthumela, amafomethi, nezinhlobo zokuqukethwe, enze ngokuzenzakalelayo inqubo yokusabalalisa okuqukethwe ukuze kuthuthukiswe ukuzibandakanya.

Ukukhomba Okuthuthukisiwe kanye nokwenza kube ngokwakho

  1. Advanced Segmentation: Izethameli zengxenye yama-algorithms e-AI ngokusekelwe ezintweni eziningi, okuhlanganisa ukuziphatha kanye nezibalo zabantu, ngemizamo yokuthengisa eqondiswe kakhulu.
  2. Isipiliyoni Somuntu Siqu: I-AI ingenza okuqukethwe kube ngokwakho kanye nezincomo ezingeni ngalinye, ikhulise amathuba okuguqulwa futhi ithuthukise ukusebenza kahle kwezikhangiso.
  3. Ababukeli bokubuka: Izinkundla zokuxhumana zisebenzisa i-AI ukuze kutholwe futhi kuqondiswe kubasebenzisi abasha abafana namakhasimende akhona omkhiqizo, okunweba ukufinyelela ngamathuba aphezulu e-ROI enhle.

Amathuluzi Okuthuthukisa we-ROI

  1. I-A/B Testing Automation: Amasistimu e-AI angakwazi ngokuzenzakalelayo Ukuhlolwa kwe-A / B izici ezihlukene zesikhangiso, ukusuka ezithombeni kuye kokukopishwa, futhi unqume ukuthi yiziphi izinhlanganisela ezisebenza kahle kakhulu ukushayela i-ROI.
  2. Ukwabiwa Kwebhajethi: Amathuluzi anamandla e-AI angakwazi ukulungisa ukusetshenziswa kwemali kwezikhangiso kuzo zonke izinkundla zokuxhumana nemikhankaso yokukhulisa i-ROI.
  3. Ukuguqulwa Kwezinga Lokuguqulwa: Ngokuhlaziya ukuthi yikuphi ukusebenzisana komsebenzisi okungase kuholele ekuguquleni, i-AI ingasiza ekucoliseni amakholi esenzo nezinye izici zokuqukethwe.

Izinselelo Nokucatshangelwa

  1. Ubumfihlo bedatha: Ngemithetho eqinile yobumfihlo bedatha, abakhangisi kufanele balinganisele ukwenza kube ngokwakho nobumfihlo bomthengi.
  2. I-AI Transparency: Ukuqonda ukuthi i-AI yenza kanjani izinqumo kubalulekile ukuze uqinisekise ukuthi izenzo ezizenzakalelayo zihambisana namanani nemigomo yomkhiqizo.
  3. Ukubhekwa Komuntu: Nakuba i-AI ikwazi ukusingatha imisebenzi eminingi, ukwengamela komuntu kuhlala kubalulekile ukuze kunikezwe isiqondiso sokudala nokucatshangelwa kokuziphatha.

Ukuhlanganisa i-AI kuzinkundla zokuxhumana kunika amandla ukukhomba okunembe kakhudlwana, ukusetshenziswa kwezikhangiso okuphumelelayo, kanye nemininingwane engenzeka, konke okunikela ku-ROI ethuthukisiwe. Kodwa-ke, ukuthunyelwa ngempumelelo kudinga inhlanganisela yalobu buchwepheshe obuthuthukisiwe nokwengamela komuntu ngamasu. Ngokugxila kumamethrikhi alungile, ukutshala imali kuzibalo, nokusebenzisa amathuluzi aqinile, izinkampani zingathuthukisa i-ROI yazo futhi zithethelele ukutshalwa kwezimali kwazo okukhulayo ekukhangiseni kwenkundla yezokuxhumana.

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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