Izibalo nokuhlolaUkuhlakanipha okungekhona okwangempelaIzingxenyekazi zeCRM kanye nezeDathaEzohwebo kanye nokudayisaI-imeyili Marketing & AutomationUkuqeqeshwa Kwezokuthengisa NokumakethaUkunika Amandla UkuthengisaI-Social Media & Influencer Marketing

Iyini i-Netnography? Isetshenziswa Kanjani Ekuthengisweni Nezokumaketha?

Nonke niyizwile imicabango yami umuntu wokuthenga, futhi uyinki we-virtual awomile kuleyo bhulogi, futhi sengivele ngithole indlela entsha nengcono kakhulu yokudala abantu bomthengi.

I-Netnography ivele njengendlela yokudala eshesha kakhulu, esebenza kahle kakhulu futhi enembe kakhulu umuntu wokuthenga. Enye indlela yalokhu izinkampani zocwaningo eziku-inthanethi ezisebenzisa idatha yenkundla yezokuxhumana esekelwe endaweni (i-geotagged) ukuze zihlaziye ukusebenzelana komphakathi kwamakhasimende nokuthandwayo ngokusekelwe endaweni echaziwe. Lezi zinkundla zingenza abasebenzisi bakwazi ukudonsa irediyasi eduze kwanoma iyiphi indawo abayikhethayo, futhi khuhla zonke izinhlobo zedatha ezivela kubantu abakuleyo ndawo.

URobert Kozinets, uprofesa wobuntatheli, ungumsunguli we-netnography. Ngeminyaka yawo-1990, i-Kozinets, uSihlalo we-Hufschmid we-Strategic Public Relations kanye Nezokuxhumana Kwebhizinisi waqamba igama - ukuhlanganisa i-inthanethi ne-ethnography - futhi wasungula indlela yocwaningo kusukela phansi.

Incazelo Ye-Netnography

I-Netnography igatsha le-ethnography (incazelo yesayensi yamasiko abantu namasiko ngamanye) ehlaziya indlela yokuziphatha kwabantu mahhala kwi-Intanethi esebenzisa amasu wokucwaninga ngezokukhangisa online ukunikela ngemininingwane ewusizo.

URobert Kozinets

I-Netnography ihlanganisa iphinde ihlaziye idatha emayelana nokuziphatha kwamahhala kwabantu ngabanye kwi-Intanethi. Okusemqoka ukuthi le datha iqoqwa lapho abathengi beziphatha ngokukhululeka, ngokungafani nocwaningo olwenziwa lapho abathengi kwesinye isikhathi bephendula ukuvimbela ukuphoxeka noma ukujabulisa umhloli.

I-Buyer Personas ngokumelene ne-Netnography Reports

Ucwaningo lomthengi imibiko yakhiwe ngokuphelele Injongo idatha eyizinkomba zangempela zendlela yokuphila, umkhiqizo, nokukhetha komkhiqizo. Abahlaziyi bocwaningo bahlanganisa imibiko bese benza iphrofayili yamasegimenti abantu abathengi bomkhiqizo noma isevisi yakho.

Kuyithuluzi elimangalisayo labakhangisi ngoba idatha ingahlanganiswa ngokushesha nangokunembile. I-Netnography kunenzuzo ngoba izinkampani zingaba namaphrofayili azo ahlanganiswe ngokushesha kunokuba kuthathe amasonto noma izinyanga ukuqoqa ucwaningo. Lowo umehluko omkhulu ocwaningweni lwendabuko ngezinye izikhathi olungathatha izinyanga ukuhlanganisa nokuhlaziya. Uma uthola lolo hlobo locwaningo, abantu bakho bomthengi cishe bazoshintsha kancane. Noma okuningi.

Ngakho-ke, khona manjalo, uyazi ukuthi obani amakhasimende akho anenzuzo enkulu, yini anentshisekelo kukho ngaleso sikhathi, nokuthi axhumana kanjani nontanga yawo futhi kungani.

Lolu hlobo locwaningo lomuntu luletha idatha ebucayi mayelana namakhasimende akho anenzuzo enkulu kufaka phakathi imali engenayo yasekhaya, ubuhlanga, amaphuzu okubuhlungu, izinhloso, amathonya, imisebenzi / izinto zokuzilibazisa, nokuningi. Le mibiko ingakutshela nokuthi yimaphi amawebhusayithi noma ama-brand umuntu ngamunye angasebenza nawo kanye namagama ayisihlanu aphezulu ongawasebenzisa ukuze ufinyelele kuwo.

Umbiko we-netnography umbiko wocwaningo owethula okutholwe ocwaningweni lwe-netnography. Ngokuvamile kufaka izigaba ezilandelayo:

  1. Isingeniso: Lesi sigaba sihlinzeka ngesifinyezo sombuzo wocwaningo, isizinda, nesimo socwaningo, nezindlela zocwaningo ezisetshenzisiwe.
  2. Ukubuyekeza incwadi: Isifinyezo socwaningo olukhona ngesihloko nokuthi ucwaningo lwamanje lunikela kanjani olwazini olukhona.
  3. Ukuqoqwa Kwemininingwane Nokuhlaziywa: Incazelo yemithombo yedatha nezindlela ezisetshenziselwa ukuqoqa nokuhlaziya idatha.
  4. okutholakele: Lesi sigaba sethula okutholwe ocwaningweni okuyinhloko, okuhlanganisa izingqikithi eziyinhloko namaphethini avele kudatha.
  5. Ingxoxo: Lesi sigaba sitolika okutholakele futhi sikuhlobanise nombuzo wocwaningo kanye nokubuyekezwa kwemibhalo. Kuhlanganisa nemininingwane mayelana nemithelela yemboni noma okuhlosiwe okuqondile.
  6. Isiphetho: Isifinyezo semiphumela esemqoka, imithelela, neziphakamiso zocwaningo lwangomuso.
  7. Okubhekwayo: Uhlu lwemithombo ecashunwe embikweni.

Sicela uqaphele ukuthi ukwakheka nokuqukethwe kombiko we-netnography kungahluka kuye ngombuzo wocwaningo kanye nemboni owenzelwe yona.

Yiziphi Ezinye Izindlela I-Netnography Esetshenziswa Ngayo Ekukhangiseni?

  1. Ucwaningo Lwekhasimende - I-Netnography ingasetshenziswa ukuqoqa idatha kanye nemininingwane mayelana namakhasimende, okubandakanya abakuthandayo, izimo zengqondo, kanye nokuziphatha. Lokhu kungasiza abakhangisi ukuthi bathuthukise imikhankaso yokumaketha eqondiswe kakhulu futhi esebenza ngempumelelo.
  2. Ukuhlaziya Ukuncintisana - I-Netnography ingasetshenziswa ukuqoqa idatha kanye nemininingwane mayelana nabaqhudelana nabo, okuhlanganisa imikhiqizo yabo, amasu okumaketha, kanye nempendulo yamakhasimende. Lokhu kungasiza abakhangisi ukuthi babone amathuba okuhlukanisa imikhiqizo yabo kanye nemizamo yokumaketha.
  3. Development Product - I-Netnography ingaqoqa idatha kanye nemininingwane mayelana nezidingo zekhasimende kanye nezintandokazi, ezingazisa izinqumo zokuthuthukiswa komkhiqizo futhi kusize abakhangisi bakhe imikhiqizo ehlangabezana nezidingo zezethameli zabo ezihlosiwe.
  4. Ukukhangisa Okuqukethwe - I-Netnography ingaqoqa idatha kanye nemininingwane mayelana nokuthi okuqukethwe kuthinta ini nezethameli eziqondiwe, okungasiza abakhangisi bathuthukise amasu okuthengisa asebenza kahle kakhulu.
  5. Ukuqapha Imidiya Yezenhlalo - I-Netnography ingaqapha izinkundla zokuxhumana kanye nemiphakathi eku-inthanethi ukuze iqonde izingxoxo namathrendi ahlobene nomkhiqizo noma imboni. Lokhu kungasiza abakhangisi ukuthi bakhombe amathuba okuxhumana nabantu abaqondiswe kubo futhi baphendule izidingo zamakhasimende.

I-Netnography ingaba ithuluzi elibalulekile labakhangisi abafuna ukuqoqa idatha kanye nemininingwane mayelana nezithameli zabo ezihlosiwe kanye nemboni, kanye nokuthuthukisa amasu okuthengisa asebenza ngempumelelo.

Intuthuko ku-Artificial Intelligence kanye ne-Netnography

AI manje idlala indima ekhulayo ekunembeni kokuqoqwa, ukuhlaziya, nezibikezelo ezenziwe ngedatha ye-netnography. Nazi izibonelo:

  1. Ukuzenzekelayo: Ama-algorithms e-AI angenza inqubo yokuqoqwa nokuhlaziywa kwedatha ngokuzenzakalelayo, ikwenze kube lula futhi kusebenze kahle kakhulu ukwenza izifundo ze-netnograph.
  2. Scale: I-AI ingahlaziya amanani amakhulu edatha evela ezisekelweni eziningi, inikeze ukuqonda okubanzi kwemiphakathi eku-inthanethi.
  3. Ukuhlaziywa Okuthuthukile: Amathuluzi anamandla e-AI angenza umbhalo othuthukisiwe nokuhlaziya imizwelo, ahlonze amaphethini nemininingwane okungaba nzima kubacwaningi abangabantu ukuyibona.
  4. Ukuhlaziywa Kokubikezela: Amamodeli we-AI angabikezela amathrendi nokuziphatha kwesikhathi esizayo, anikeze imininingwane ebalulekile yezinkampani nezinhlangano.
  5. Ukuqapha Kwangempela: Amathuluzi asekelwe ku-AI angaqapha izingxoxo eziku-inthanethi ngesikhathi sangempela, avumele izinhlangano ukuthi zibone ngokushesha futhi ziphendule kumathrendi aqhamukayo nezinkinga.

Ukusebenzisa i-AI nge-netnography, abacwaningi, ochwepheshe bezokuthengisa, abakhangisi, nabakhangisi bangathola imininingwane ejulile nokuqonda kwemiphakathi eku-inthanethi, futhi benze izinqumo ezingcono ezisekelwe kulokhu kuqonda.

Uma ungathanda ukuthengela amakhasimende akho noma izimbangi zakho umbiko we-Netnography, ungangabazi ukuxhumana nefemu yami, DK New Media.

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.

Izihloko ezihlobene Nalesi

Buyela emuva kunkinobho phezulu
Close

I-Adblock itholiwe

Martech Zone iyakwazi ukukunikeza lokhu okuqukethwe ngaphandle kwenkokhiso ngoba senza imali ngesayithi yethu ngemali engenayo yezikhangiso, izixhumanisi ezingaphansi, noxhaso. Singajabula uma ungasusa i-ad blocker yakho njengoba ubuka isayithi lethu.