Ngoba imakethe igcwele kakhulu ngezikhangiso nezikhangiso ezahlukahlukene, kulezi zinsuku abantu bafuna izindlela ezintsha zokufinyelela kumakhasimende abo, ngoba lokhu kumele bakwazi Kuyini okuqukethwe okunamagama futhi isetshenziswa kanjani ukudlulisa imikhiqizo yakho? futhi wenze ukukhangisa okuhle.
Okuqukethwe okunamagama. Yazi umqondo wayo nezinye izibonelo
Kuyini okuqukethwe okunophawu?
Kuyindlela yokumaketha esetshenziselwa ukudala okuqukethwe okuhlukahlukene okuxhumene nomkhiqizo othile, okuvumela umkhiqizo ukuthi uxhumane nabathengi. Ngamanye amagama, kuyimpendulo ephumelelayo emakethe njengamanje egcwele, ngoba abasebenzisi abaningi bayathinteka yizikhangiso ezahlukahlukene kanye nolwazi olufinyelela kubo ngaso sonke isikhathi.
Ngalesi sizathu, ama-brand kufanele afune izindlela ezahlukahlukene zokuxhumana nabasebenzisi bawo futhi ngaleyo ndlela akwazi ukuwalethela ubuqambi obukhulu kakhulu futhi adlulise amanani amelwe yimikhiqizo yawo. Yingakho kulesi sihloko, sizokufundisa Kuyini okuqukethwe okunamagama futhi yenzelwe ini?
Izici Zokuqukethwe Ezinophawu
Ukuchaza kangcono Kuyini okuqukethwe okunophawu? Sizokhuluma ngezici ezithile ezivezwa yile ndlela yokukhangisa.
Gqamisa amanani womkhiqizo, hhayi imikhiqizo namasevisi
Kususelwa kuzimfanelo lo mkhiqizo onazo ngaphezu kwezici ezithile zomnikelo futhi lokhu akuhlangene ngalutho nomongo wawo, noma ungahle ube nefomethi yendawo endaweni kumavidiyo wakudala.
Ifuna ukwenza umkhiqizo uqaphele futhi wenze ingxoxo
Okubaluleke kakhulu kunakho konke ukuthi okuqukethwe kuveza umthelela omkhulu kubabukeli nokuthi kunezinkulumo eziningi mayelana nomkhiqizo, ngoba yile ndlela enikezwa ngayo ukwaziswa ukuthi kudinga ukwandisa ukuthengisa nokuthi lo mkhiqizo ungaziwa ngisho Okuningi.
Ngakho-ke, okhiye bokulinganisa impumelelo yesenzo esithile bagxile ekwenzeni uphawu lomkhiqizo lubonakale, lwenze luteleke futhi lubangele ukubalulwa kwezigidi futhi lukhulise njalo. Ungafunda futhi nge- Ukusakazwa kwe-inthanethi.
Inika inani elengeziwe lomsebenzisi
Bekulokhu kukholakala ukuthi ukukhangisa kuyinani okufanele likhokhwe ukuze kudliwe okuqukethwe kwentshisekelo yethu, noma kunjalo, Okuqukethwe Okushicilelwe kuhlose ukunikeza enye inkolelo kule nkolelo ngokusiza okuqukethwe kukhange kakhulu futhi abasebenzisi bafuna ukufuna ukukudla it. Ngakho-ke, leli qhinga lokumaketha ngokuvamile lengeza inani ngendlela yokuzijabulisa, ukuheha umthengi ngempumelelo enkulu kakhulu.
Ukufuna imizwa
Kusetshenziswa imizwa yabantu abangabathengi bomkhiqizo noma umkhiqizo kusetshenziselwe ukukholisa kusukela ngesikhathi sika-Aristotle futhi nanamuhla kuseseyinsizakusebenza esebenza kahle kakhulu ukuthengisa umkhiqizo.
Uhlobo lomkhiqizo alufuni ukukhombisa noma yiluphi uhlobo lwempikiswano enengqondo ngokuthi yiluphi uhlobo lomkhiqizo olungcono kunolunye, kepha kunalokho lifuna ukufinyelela izethameli zalo ngokusondele kakhudlwana, lufinyelele imizwa yabo ukuze umthengi athande uhlobo oluthile lomkhiqizo.
Sebenzisa ukuxoxa izindaba
Okufunwa ngalolu hlobo lwecebo ukutshela umbukeli indaba emele lo mkhiqizo ngokwethembeka, kwakheke ama-protagonists, isiqalo sendaba, inkinga futhi ekugcineni kube nomphumela.
Wethula amafomethi ahlukahlukene neziteshi zokusakaza
Leli qhinga liveza umqondo ohluke kakhulu ngoba uguqulelwa kwizethulo ezahlukahlukene njengokuqukethwe kumavidiyo, ama-podcast, amafomethi asebenzisanayo, amakhophi, imicimbi, imidlalo yevidiyo noma ungenza inhlanganisela yokuqukethwe okuhlukahlukene ongakusakaza ngomlando wayo, umkhiqizo. Kukhona nezindlela ezehlukene zokusabalalisa ukukhangisa kwakho, njengamanethiwekhi omphakathi, izinhlelo zokusebenza namakhasi eWebhu.
Okungafakwanga uphawu lokuqukethwe
Sivele sikuchazelile esigabeni esedlule Kuyini okuqukethwe okunophawu? manje sizokutshela ukuthi akuyona yini. Namuhla le ndlela yokumaketha ayaziwa kahle futhi abantu abaningi bavame ukuyidida namanye amasu angahlobana kodwa angabi yiBranded Content.
Sizokukhombisa ukuthi yini umehluko lo msebenzi onawo ngokukhangisa okuvamile, ukubekwa komkhiqizo nokumaketha kokuqukethwe. Ake sibone umehluko phakathi kwabo:
Umehluko ngokukhangisa okuvamile
- Akugxili emikhiqizweni nakumasevisi: Imikhiqizo ingavela kokuqukethwe okunophawu kodwa ayigxili kubo noma bakhulume ngayo ngqo, kodwa-ke, okuqukethwe kuqondiswe kakhulu kumanani angaqondakali naku indaba.
- Akuyona inqubo ehlaselayo: amafomethi edijithali njengama-banner nama-pop-ups aqukethe "ukuzingela" umsebenzisi ukunikela ngesikhathi sakhe nakho konke ukunaka kwakhe ekukhangiseni, kepha umqondo wale nqubo ukufuna ukuthi umsebenzisi ayisebenzise ngokuzithandela komkhiqizo wakho hhayi ngenxa yomkhiqizo uqobo.
Umehluko ngokubekwa komkhiqizo
- Ukubekwa komkhiqizo kucacile ngoba esenzweni esikule nqubo umkhiqizo uvela ngokusobala, kepha kokuqukethwe okunophawu lokhu akuyona imfuneko eyisibopho.
- Kubuye kwenziwe nje, kukhawulelwe ekubeni khona kepha ukulawula okwenzekayo okuzungezile kuphethwe ngabadali bokuqukethwe okuyinhloko njenge-movie noma uchungechunge hhayi ngomkhiqizo uqobo.
- Ayisebenzisi ukuxoxwa kwezindaba, okungukuthi, indaba esemqoka ayixhunyanisiwe nomkhiqizo noma uphawu, noma kunjalo, okuqukethwe komkhiqizo oshiwo njalo kubhekise kumanani anakho.
Umehluko wokumaketha kokuqukethwe
Kulokhu sithola umqondo obanzi kakhulu kunalokhu okubili kwangaphambilini, ngoba ukumaketha kokuqukethwe kuyisu elihlanganisa noma yiziphi izinhlobo zezinhlobo zokuqukethwe ezakhiwe ngumkhiqizo, kuyilapho Okuqukethwe Okubhalwe uphawu kuhlanganisa uhlobo lokuqukethwe kokhonkolo.
Ngaphakathi kwaleli qhinga izinhlobo eziningi zokuqukethwe zilingana, njengesibonelo, singabala imihlahlandlela efundisayo, okokufundisa kwamavidiyo noma obunye ubufakazi, okungathathwa njengokuqukethwe okunophawu.
Izinzuzo Zokuqukethwe Okunophawu lwemikhiqizo
- Okuqukethwe okunophawu akulona oluhlaselayo kepha kuhlose ukuheha ukunaka komsebenzisi ngokwemvelo futhi kubenze bafune ukwazi umkhiqizo wakho nakakhulu. Konke lokhu kwenzeka ngoba kunkulumo-ze ejwayelekile yedijithali, insiza enkulu ngama-banner futhi enza kube nzima ukuvakashela iwebhusayithi futhi iya ngokwenqatshwa ngabasebenzisi.
- Dala ukuxhumana okungokomzwelo nomkhiqizo, lapho okuqukethwe okuhle kakhulu kutshela izindaba ezingahambisa ababukeli nabasebenzisi. Ngokwakha ukuxhumana ngendaba efinyelela kumzwelo womsebenzisi, izohambisana nomkhiqizo, okwenza bahlale bekhumbula isikhathi eside.
- Ithula amafomethi angabiwa futhi angakhanga kakhulu kubasebenzisi, futhi angasatshalaliswa ngamanethiwekhi omphakathi. Ngenxa yalokhu, abasebenzisi bangabelana izikhathi eziningi futhi benze umphumela we- "snowball", owenza umkhiqizo ukhule futhi waziwa kahle.
- Kuyasiza ukwenza ngcono ukuma komkhiqizo, ngoba akukhawulelwe ekuphindaphindeni isiqubulo kepha kunalokho kukhuluma indaba emele amanani ofuna ukuwahlanganisa nomkhiqizo wakho. Ngakho-ke, ngaphakathi kwezingqondo zabasebenzisi i-positivism nezimpawu zomkhiqizo esifuna bahlale bezikhumbula zibhalisiwe.
- Okuqukethwe komkhiqizo kuhlose ukucasula izimpendulo ezahlukahlukene kubo bonke abasebenzisi bawo, hhayi nje ukuthi kudliwe ngendlela yokwenziwa njengoba kwenzeka ngezikhangiso zendabuko. Ngalokhu, izethameli zibandakanya lo mkhiqizo ngokujulile futhi ngokuhamba kwesikhathi kuba yingxenye yobunikazi bomthengi.
- Kuyasiza ukukhuthaza ukubhaliswa nokuhola, ngoba kuhlotshaniswa nokwenza isaziso sesithombe, kusetshenziswa umkhankaso omuhle kakhulu wokuqukethwe komkhiqizo futhi kungasebenza ukuheha inani elikhulu lokuvakashelwa kuwebhusayithi yomkhiqizo oshiwo futhi ungaqala ukuheha abasebenzisi bakho ekuguqukeni.
Kungani wenza okuqukethwe okuphawuliwe?
Singakutshela izizathu ezimbili ezibalulekile zokuthi kungani ungasebenzisa okuqukethwe okunophawu njengenketho yakho yokuqala kunqubo yokukhangisa ephumelela kunazo zonke:
- Ngoba imakethe igcwele kakhulu imininingwane nokukhangisa okuhlukahlukene, abasebenzisi noma abathengi bomkhiqizo banezinketho eziningi abangakhetha kuzo, ukudala ukudideka nokungathembani. Kepha ngokuqukethwe okunophawu ungasebenzisa imizwa yabo ukuze bazizwe bakhonjwe ngomkhiqizo wakho futhi baphendukele kuwo ngaphandle kokwesaba.
- Kukusiza ukwazi ukuthi ziyini izidingo zangempela zomthengi wakho, ngoba ngokuthola izinkinga zabathengi bakho ungathola ukukhula kumasu omkhiqizo wakho wokumaketha nokumaketha.
Singakunika isibonelo senkampani yokukhiqiza, lapho ikhombe khona izidingo zabathengi bayo futhi yakha isu eliqondisiwe elizama ngazo zonke izinzwa, okungukuthi, le nkampani inikezela abathengi bayo ukunambitha, izingxoxo zokucobelelana ngolwazi, ukuhlangana neminye imikhiqizo yomkhiqizo futhi ngaleyo ndlela idonsela ukunaka kwabo ngezinzwa futhi ibabeka ngokunyakaza okuyingqayizivele.
Ungaba nentshisekelo kundatshana elandelayo mayelana nokunye amasu wokumaketha online asebenza ngempela lapho ungafunda ngokuhlukile kokuqukethwe okunamagama.
Izibonelo Zokuqukethwe Okubhalwe uphawu
Popeye
Yebo, i-comiquita enkulu kaPopeye, edume ngeminyaka yama-1930s, idalwa yiChamber of Spinach Producers of the United States, ngoba le nkampani idinga ukwengeza ukusetshenziswa kwesipinashi ezinganeni ezithuthukisa okuqukethwe yensimbi ephezulu, ngenxa yalesi sizathu banquma ukudala umlingisi okhombisa izinzuzo zesipinashi ekukhuleni kwezingane, lapho umlando ukhombisa ukuthi ngokudla isipinashi uba namandla futhi angazinqoba izitha zakhe.
inkunzi ebomvu
Mhlawumbe lolu hlobo lwesiphuzo samandla luyisibonelo esicacile se-Branded Content namuhla, ngoba ukumaketha kwalo kugxile ekwakheni izindaba zokuqhakambisa amanani alo mkhiqizo, njengezemidlalo.
Coca Cola
I-cola brand edume kakhulu emhlabeni igxila ekubalukeni okuthandwa kakhulu kubo bonke abantu, injabulo. Kule ndawo yonke njengeCoca-Cola kunezibonelo eziningi zokuqukethwe okunamagama njengoba sizokhuluma ngezansi:
- Amagama amathini abo avusa imimoya yabathengi. Amathini anamagama, isu elivusa umoya wabaqoqi wabathengi futhi elizuze izigidi zokukhulunywa ezinkundleni zokuxhumana nakwabezindaba.
- Abanye omagazini abathambekisayo bathanda Journey shintsha iwebhusayithi yakho ibe ngumbukiso wamanani womkhiqizo.
- Izikhangiso zinemindeni ephuza isiphuzo esiqabulayo, lapho amanye alawo malungu omndeni akhombisa ukuthi ajabule kakhulu lapho ephuza isiphuzo esifana neCoca-Cola.
- Isikhangiso semindeni, lapho izingane ezivela emindenini engajwayelekile zibuza abazali bazo imibuzo ukuze ziphethe ngokuthi zijabule ngazo.
Imfihlo yeVictoria
Lo ngumkhiqizo wezimpahla zangaphansi odume kakhulu e-United States, ngakho-ke kungenzeka ukuthi usuke wezwa ngawo futhi uwuphawu lapho unikeza isibonelo esihle sendlela yokusebenzisa imicimbi ukukhuthaza umkhiqizo wakho.
Njalo ngonyaka le nkampani yenza imikhosi edumile yaseVictoria Scret yezingelosi, edala okulindelwe okukhulu futhi ibekwe kumasembozo amaningi. Kuyinto enhle kusiko oludumile lwaleli zwe, lapho izinyanga zihamba futhi abantu abawujabulelayo lo mbukiso baqhubeka nokuphawula ngawo ngokuqhubekayo futhi bacabangele ukuthi imaphi amamodeli azokhethwa ngumkhiqizo walolu hlelo, ikakhulukazi, ngonyaka olandelayo.
Balay
Lolu hlobo lwezinto zasendlini ngo-2012, luthathe isinqumo sokukhangisa imikhiqizo yalo ngokuhlukile, luyeka ukukhangisa imishini yokuwasha, imishini yokuwasha izitsha, njll., Futhi yaqala ukubeka isisindo kwezokuxhumana ezindabeni zabasebenzi bayo, ngalokhu ikwazile ukwenza inkampani ibe ngeyabantu ukuxhumana ngokomzwelo phakathi kwabasebenzi bakho nenkampani.
Ifomethi ibilula njengoba ibisebenza, ngoba kumavidiyo abo, abasebenzi abenza leyo mikhiqizo bekuyibo njalo abathi "Ngiyabonga ngokusikhetha" kodwa hhayi ngaphambi kokuzethula nokusho isikhathi sabo ngaphakathi kwenkampani.
Lapha sikushiya ividiyo ukuze uqonde kangcono Kuyini okuqukethwe okunophawu? nokuthi isetshenziswa kanjani ukwakha isu lokumaketha.