Imininingwane Yezokumaketha: Ukhiye Wokugqama ku-2021 naku-Beyond

Kungani Idatha Yokumaketha Isemqoka Kwisu Lokumaketha

Osukwini nasesikhathini samanje, asikho isizathu sokungazi ukuthi ungamaketha bani imikhiqizo nezinsiza zakho, nokuthi amakhasimende akho afunani. Ngokufika kolwazi lokumaketha nobunye ubuchwepheshe obuqhutshwa yidatha, sezihambile izinsuku zokumaketha okungahlosiwe, okungakhethiwe, nokwenziwa okujwayelekile.

Umbono Omfushane Womlando

Ngaphambi kuka-1995, ukumaketha kwakwenziwa kakhulu ngeposi nangokukhangisa. Ngemuva kuka-1995, ngokufika kobuchwepheshe be-imeyili, ukumaketha kwacaca kakhudlwana. Kwakungenxa yokufika kwama-smartphones, ikakhulukazi i-iPhone ngo-2007, lapho abantu baqala khona ukubambeka kokuqukethwe, manje okutholakala kalula ezikrinini zabo. Amanye ama-smartphones aqoshwe emakethe kungekudala. Inguquko ye-smartphone ivumele abantu ukuthi baphathe into ephethwe ngesandla iye cishe noma ikuphi. Lokhu kuholele ekwakhiweni kwedatha yokuncanyelwayo komsebenzisi ubusuku nemini. Ukukhiqiza okuqukethwe okufanele nokukunikeza abantu abafanele kwaqala ukuba isu lokumaketha eliyinhloko lamabhizinisi, futhi kusenjalo.

Uma siza ku-2019 futhi sibheka ngale kwayo, siyabona ukuthi abasebenzisi bahamba kakhulu ngokuthembela okwandayo kumagajethi abo aphethwe ngesandla. Imininingwane yokumaketha namuhla ingabanjwa kuzo zonke izigaba zenqubo yokuthenga. Ukuze abathengisi bathole ukuthi amakhasimende abo afunani, kuqala kudingeka bazi ukuthi babheke kuphi! Idatha inganikeza imininingwane ebalulekile emisebenzini yemidiya yezenhlalo yamakhasimende, amandla okuphequlula, ukuthenga ku-inthanethi, izindlela zokutshala imali, amaphuzu wezinhlungu, izikhala ezidinga amanye ama-metric abucayi. Lolu hlobo lwedatha yokumaketha luzoba yingqikithi yanoma iluphi isu lokukhangisa olunenzuzo.

Amasu Ayisisekelo Okuqoqwa Kwemininingwane Yokumaketha

Ungayi ukuqoqa idatha ungaboni! Kukhona inani elingenakunqobeka lemininingwane yokumaketha etholakala laphaya, futhi udinga kuphela isinqamu sayo esifanele. Ukuqoqwa kwemininingwane kufanele kuye ngohlobo lwebhizinisi lakho kanye nesigaba lapho inkampani yakho imi khona emjikelezweni wentuthuko. Isibonelo, uma uqala ukuqala, khona-ke udinga ukuqoqa idatha ehlukahlukene ngezinhloso zokucwaninga ezimakethe. Lokhu kungafaka:

  • Amakheli e-imeyili aqondiwe
  • Okuncamelayo kokuxhumana nabantu
  • Imikhuba yokuthenga
  • Izindlela zokukhokha ezithandwayo
  • Imali engenayo emaphakathi 
  • Indawo yekhasimende

Amafemu kwezamabhizinisi kungenzeka ukuthi asevele enayo imininingwane yokukhangisa eshiwo ngenhla. Noma kunjalo, bahlala bedinga ukuqhubeka nokubuyekeza kulezi zigaba ngenkathi futhi beqoqa idatha kumakhasimende amasha. Futhi kuzodingeka ukuthi bagxile ekuphishekeleni impendulo yamakhasimende ebalulekile nokuthola ukuqonda kunani lomkhiqizo okhona ngedatha.

Ngokwengeziwe, kuma-Startups, ama-SME, nezikhungo ezinkulu, ukugcina amarekhodi azo zonke izinhlobo zokuxhumana namakhasimende kubalulekile. Lokhu kuzobavumela ukuthi bahlele isu lokuxhumana elisebenzayo namakhasimende.

Izinombolo Ungaqambi Amanga

Abathengisi abangama-88% basebenzisa idatha etholwe ngabantu besithathu ukuthuthukisa ukufinyelela nokuqonda kwamakhasimende abo, kanti amabhizinisi angama-45% ayisebenzisela ukuthola amakhasimende amasha. Kutholakale nokuthi izinkampani ezisebenzisa ukwenza ngezifiso okuqhutshwa idatha zithuthukisa ama-ROI azo kwezentengiso amahlandla ayisihlanu kuya kwayisishiyagalombili. Abamakethi abadlule imigomo yabo yemali engenayo bebesebenzisa amasu okwenza ngezifiso amandla wedatha ama-83% wesikhathi. 

IBusiness2Community

Ngaphandle kokungabaza, idatha yezokumaketha ibalulekile ekukhuthazeni imikhiqizo nezinsizakalo kubantu abalungile ngo-2020 nangaphezulu. 

Izinzuzo Zedatha Yokumaketha

Masiqonde ngokujulile izinzuzo zokumaketha, okuqhutshwa yidatha.

  • Yenza kube ngokwakho amasu wokumaketha - Idatha yokumaketha yisiqalo esivumela abathengisi ukuthi bakhe amasu wokukhangisa ahlosiwe ngokuxhumana okwenzelwe wena. Ngemininingwane ehlaziywe ngokucophelela, amabhizinisi aziswa kangcono ukuthi uyithumela nini imiyalezo yokuthengisa. Ukunemba okufika ngesikhathi kuvumela izinkampani ukuthi zifune impendulo engokomzwelo kubathengi, okukhuthaza ukubandakanyeka okuhle. 

Ama-53% wabakhangisi bathi isidingo sokuxhumana ngamakhasimende siphezulu.

IMediaMath, Ukubuyekezwa Komhlaba Wonke KweDatha-Marketing kanye Nokukhangisa

  • Ithuthukisa Okuhlangenwe Nakho Kwekhasimende - Amabhizinisi ahlinzeka ngemininingwane yamakhasimende ewusizo olukhulu kubo azoma kuligi yabo. Kungani ukhangisa ngamandla imoto yezemidlalo kumthengi oneminyaka engama-75 ubudala? Imikhankaso yokuholwa kwedatha ibhekiswe kuzidingo ezithile zabathengi. Lokhu kuthuthukisa ulwazi lwekhasimende. Ukumaketha, ngezinga elikhulu, kusewumdlalo wezimenywa, futhi idatha yezokumaketha ivumela amabhizinisi ukuthi enze ukuqagela okufundile okusezingeni eliphakeme. Ukumaketha okuholwa idatha kunganikeza imininingwane engaguquguquki kuyo yonke imiyalo yabathengi. Ivumela ukuthi kwenziwe i-Omnichannel yezinhlobo lapho ungaxhumana nabo ngezokuxhumana, ukuxhumana komuntu siqu, noma ngocingo, abathengi bathola izingcezu ezifanayo zolwazi futhi bathola okuhlangenwe nakho kokumaketha okufanayo kuzo zonke iziteshi.
  • Isiza Ukukhomba Iziteshi Zokuzibandakanya Kwesokudla - Ukumaketha okuqhutshwa ngedatha kuvumela izinkampani ukuthi zikhombe ukuthi isiphi isiteshi sokumaketha esenza okuhle kakhulu kumkhiqizo noma kwinsizakalo ethile. Kumakhasimende athile, ukuxhumana komkhiqizo ngesiteshi semidiya yezenhlalo kungahle kuvuse ukuzibandakanya komsebenzisi nokuziphatha. Ukuhola okwenziwe nge-Facebook kungaphendula ngokuhlukile kunemikhombandlela eyenziwe nge-Google Display Network (GDN). Idatha yokumaketha ibuye ivumele amabhizinisi ukuthi anqume ukuthi iyiphi ifomethi yokuqukethwe esebenza kahle kakhulu esiteshini sokumaketha esikhonjiwe, kungaba ikhophi elifushane, i-infographics, okuthunyelwe kwebhulogi, izindatshana, noma amavidiyo. 
  • Ithuthukisa ikhwalithi yokuqukethwe - Idatha entsha igcina ingena kumakhasimende aqondisiwe nsuku zonke, futhi abathengisi kumele bayihlaziye ngokucophelela. Imininingwane yezokumaketha yazisa amabhizinisi ukuthi ashune kangcono noma aguqule amasu awo okuthengisa asevele ekhona ngokuya ngezidingo eziguqukayo zamakhasimende abo. Njengoba uSteve Jobs asho, “Kuzofanele uqale ngesipiliyoni samakhasimende bese usebenza ubuyele emuva kubuchwepheshe. Awukwazi ukuqala ngobuchwepheshe bese uzama ukuthola ukuthi uzobuthengisa kuphi ”. Ngokuqonda izidingo ezinamandla zabasebenzisi, izinkampani azizukubandakanya amakhasimende amasha kuphela kepha zizogcina nezindala. Ikhwalithi yokuqukethwe ibalulekile kukho konke ukutholwa kwamakhasimende nokugcinwa kwamakhasimende.

Kufanele uqale ngokuhlangenwe nakho kwamakhasimende bese usebenza emuva kubuchwepheshe. Awukwazi ukuqala ngobuchwepheshe bese uzama ukuthola ukuthi uzoyithengisa kuphi.

Steve Jobs

  • Isiza Ukubheka Umncintiswano - Idatha yokumaketha nayo ingasetshenziselwa ukubuka nokuhlaziya amasu wokukhangisa womncintiswano wakho. Amabhizinisi angathola izigaba zedatha efundwe ngabancintisana nabo futhi aqagele inkomba abazoyikhetha ukumaketha imikhiqizo yabo. Inkampani esebenzisa idatha ukutadisha izimbangi zayo ingakhetha ukusebenzisa isu eliphikisayo elizovumela ukuthi baphume phambili. Ukusebenzisa idatha ukutadisha abancintisana nakho kuvumela amabhizinisi ukuthi athuthukise izindlela zawo zamanje zokumaketha futhi angenzi amaphutha afanayo nalawo enziwa yilabo ancintisana nabo.

Guqula imininingwane ibe yizenzo

Imininingwane yokumaketha inikeza imininingwane engenzeka. Ukuze uthuthukise imikhankaso yezokumaketha, udinga ukwazi okuningi ngangokunokwenzeka ngamakhasimende akho. Ukuqondiswa okuningiliziwe kuyisihluthulelo sempumelelo eminyakeni ezayo. Ukusebenzisa izixazululo zokumaketha eziholwa idatha kungashintsha ngokuphelele indlela owenza ngayo ibhizinisi. Akunandaba ukuthi umakhethi uqondisisa kangakanani, abakwazi ukwenza izimangaliso kuphela kuzingelo. Kumele banikwe amandla ngokunxusa idatha yokumaketha yemiphumela ephezulu.

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