Mhlawumbi uwavile amagama athi 'omnichannel' kunye 'ne-multichannel' ephoswe mva nje kwihlabathi lentengiso. Kodwa ngaba ngokwenene uyawazi umahluko phakathi kwezi zimbini? Kwaye usenokuba uyazibuza ukuba ngaba ufanele ukukhathalela? Isilumkiso seSpoiler: kuya kufuneka ukhathalele ngokuqinisekileyo.
I-Omnichannel kunye nokuthengiswa kwee-multichannel ziindlela zokuthengisa ezishushu, ezimele iindlela ezimbini ezahlukileyo kakhulu. Njengomnini weshishini, ukukhetha indlela eyiyo kunokuchaphazela kakhulu indlela ofikelela ngayo kunye nokubandakanya abathengi bakho.
Funda ukuze uqonde umahluko phakathi kwe-omnichannel kunye nentengiso ye-multichannel, kwaye ufumane eyona ndlela ilungileyo yeshishini lakho ngo-2024.
Isiqulatho
Ukuchaza i-omnichannel kunye nentengiso ye-multichannel
Isebenza njani intengiso ye-omnichannel?
Isebenza njani intengiso yamajelo amaninzi?
Umahluko ophambili phakathi kwe-omnichannel kunye nentengiso ye-multichannel
Unokukhetha njani phakathi kwe-omnichannel kunye nentengiso ye-multichannel
Umgca osezantsi
Ukuchaza i-omnichannel kunye nentengiso ye-multichannel
Intengiso ye-Omnichannel, ngamagama alula, kuthetha ukubonelela ngamava omthengi angenamthungo kuwo onke amajelo afana newebhu, iselula, izitolo zezitena kunye nodaka, amaziko okufowuna, kunye nemidiya yoluntu. Ivumela abathengi bakho ukuba bathenge naphi na, kwaye nangona bafuna ngelixa i-brand yakho ibabona kunye nento abayithandayo kuyo yonke indawo yokuchukumisa.
Ukuthengisa i-Multichannel, kwelinye icala, kuthetha ukuba inkampani ikhona kwiitshaneli ezininzi, kodwa awunikezeli ngamava adibeneyo. Umzekelo, umthengi unokufumana unikezelo lwe-imeyile ngezinto abasandula ukuzibona kwiwebhusayithi, kodwa ivenkile enxibelelana nayo isenokungabi nalo olo lwazi xa bethenga ngokobuqu.
Isebenza njani intengiso ye-omnichannel?
Ngoku siyazi ukuba intengiso ye-omnichannel ibonelela ngamava angenamthungo kubathengi kuwo onke amajelo. Kodwa isebenza njani?
Endaweni yokuba itshaneli nganye isebenze ngokwahlukileyo, ukuthengisa i-omnichannel kuyabadibanisa. Xa abathengi bethenga kwiwebhusayithi yakho, inkqubo ibabona njengabathengi abafanayo abathenge kwivenkile kwiveki ephelileyo. Emva koko ibabonisa iingcebiso ezisekwe kwimbali yabo epheleleyo yokuthenga kunye nezinto abazithandayo, hayi nje into abayijongileyo kwiwebhusayithi yakho.
I-Omnichannel ikwathetha ukuphawula okufanayo kunye nokuthumela imiyalezo kuwo onke amajelo. Imibala, iilogo, ulwimi, kunye nezibonelelo abazibona kuzo email marketing, imidiya yoluntu, kunye noshicilelo luyafana nevenkile kunye nakwiwebhusayithi. La mava amanyanisiweyo akha ukuthembana kwabathengi kunye nokuqhelana nebrand yakho.
Ukongeza, ukuthengisa i-omnichannel kuvumela umthengi ukuba aqale intengiselwano kwelinye itshaneli kwaye ayigqibezele kwelinye. Umzekelo, umthengi unokufumana imveliso kwiwebhusayithi kwaye ayigcine kwinqwelo yakhe. Xa betyelele evenkileni, loo nto ikwinqwelo yabo, ilungele ukuyithenga okanye ukuyibuyisela.
Ibonisa intengiso ye-omnichannel ibona umthengi kuyo yonke indawo yokuchukumisa, ivumela i-handoff engenamthungo phakathi kwamajelo akho edijithali kunye nawomzimba.
Nangona kunjalo, ukuphumeza isicwangciso se-omnichannel, udinga idatha yabathengi eyomeleleyo kunye nohlalutyo ukuze ufumane umbono we-360-degree yabathengi bakho. Kwakhona ufuna uluhlu lwempahla ekwabelwana ngalo kunye nolawulo lweodolo kuwo wonke umbutho wakho. I-Omnichannel isicwangciso sexesha elide, kodwa ngokugxininisa amava abathengi ahambelanayo kuwo onke amajelo akho, uyakwakha ubunzulu, ubudlelwane obuxabiseke ngakumbi.
Izibonelelo zokuphumeza ukuthengisa i-omnichannel
Emva kokuqonda ukuba intengiso ye-omnichannel isebenza njani, unokuzibuza ukuba zeziphi iingenelo enazo kwishishini lakho. Nazi izibonelelo eziphambili ozifumanayo ngokubandakanya isicwangciso sentengiso ye-omnichannel.
- Ufumana umbono omnye womthengi. Kwintengiso ye-omnichannel, idatha ihlanganiswe kuwo onke amajelo, ekuvumela ukuba ubone ukusebenzisana kwabathengi ngokupheleleyo. Kuba lula ukwazi imikhwa yabo yokukhangela iincwadi, ukuthenga, izicelo zenkonzo, kunye nokunye. Le mbono ye-360-degree inceda ekwenzeni iintengiso ezilungiselelwe abathengi bakho kunye neenkonzo.
- Uvumela amava ahambelanayo. Indlela ye-omnichannel iqinisekisa ukuba abathengi baneyunifomu kungakhathaliseki ukuba itshaneli. Umyalezo wakho webrand, isazisi esibonakalayo, kunye nezibonelelo ezingundoqo zilungelelaniswa kuwo onke amajelo. Ngaphaya koko, akukho luqhawulo njengoko abathengi betshintsha ukusuka kwelinye ijelo ukuya kwelinye.
- Ukwandisa ukunyaniseka kwabathengi. Abathengi be-Omnichannel bachitha ngaphezulu kwaye banyanisekile ngakumbi. Amava angenamthungo kuwo onke amajelo enza kube lula ukuhlala unxulumana nebrand yakho. Ngokuka a Uphononongo lweShishini laseHarvard, abathengi be-omnichannel abasebenzisana ne-brand kumajelo amaninzi batyelela ivenkile yabo yezitena kunye nodaka lwe-23% rhoqo kwiinyanga ezintandathu. Unxibelelwano olwenzelwe wena lwenza unxibelelwano nabathengi bakho bomelele. Abathengi abathembekileyo bakwabonelela ngentengiso yegama-ngomlomo ngokucebisa uphawu lwakho kwabanye.
Isebenza njani intengiso yamajelo amaninzi?
Intengiso yamajelo amaninzi ivumela amashishini ukuba afikelele kubathengi abanokubakho ngokusebenzisa amajelo amaninzi, njengaye
- Upapasho lukanomathotholo nomabonakude
- Iwebhusayithi yakho
- Amaqonga eendaba ezentlalo
- Imeyile ngqo
- Ii-apps eziphathwayo, kunye
- Iivenkile zenyama
Injongo yesi sicwangciso kukusasaza iinzame zokuthengisa kuwo wonke amajelo amaninzi ukwandisa ulwazi lophawu kunye nokuthengisa. Utyalo-mali, nangona kunjalo, luyafuneka ukuze kusasazwe umyalezo kumajelo amaninzi, nto leyo enokubiza imali eninzi.
Intengiso ye-Multichannel, ke ngoko, igxile ekwandiseni itshaneli nganye ngokwahlukeneyo ukuqhuba ezona zithuthi kunye noguqulo. Amajelo alawulwa ngabanye, anomxholo owahlukileyo kunye namaphulo elowo nalowo. Ngelixa le ndlela inokusebenza ekuveliseni ukhokelo oluthe kratya kunye neentengiso, amava asenokuziva engadibaniyo kubathengi njengoko unikezelo kunye nemiyalezo ayisoloko ihambelana.
Kumashishini, intengiso yamajelo amaninzi ikwathetha ukuntsonkotha ngakumbi ekulawuleni izixhobo ezahlukeneyo, itekhnoloji, kunye namaqela etshaneli ngalinye. Ukongeza, kunzima ukufumana umbono omnye wedatha yabathengi kunye nokuziphatha kuwo wonke amajelo, ukwenza ulungelelwaniso kunye nobuntu bube ngumceli mngeni. Kukwanzima ukulandelela iihambo zabathengi kunye nenkcazo kuwo onke amajelo amaninzi.
Nangona intengiso ye-multichannel iveza uphawu lwakho kubantu abaninzi, ukunqongophala kokungaguquguquki kunokubhida abathengi. Ukuze kusebenze, abathengisi bamajelo amaninzi kufuneka baqinisekise uphawu lwegama olungaguquguqukiyo kunye nelizwi kuwo onke amajelo, kunye nokulungelelaniswa kweentengiso kunye nentengiso ukunqanda ukubhideka.
Ukufumana iindlela zokulandelela abathengi kuzo zonke iziteshi ukuze ujolise kubo ngcono kwaye utyale imali kwiitshaneli ezifikelela kubaphulaphuli ojolise kubo kuya kukhulisa imizamo yakho yokuthengisa i-multichannel. Ukuphucula okuqhubekayo yetshaneli ngalinye kunye nokusebenza kwentengiso iyonke yenye indlela yokwenza okuninzi kwesi sicwangciso.
Ngelixa intengiso yamajelo amaninzi inokuba nemingeni yayo, ukusebenzisa umxube wamajelo kuseyeyona ndlela isebenzayo yokuba amashishini afikelele kubathengi. Isitshixo kukufumana ibhalansi elungileyo yokungaguquguquki kunye nobuntu bophawu lwakho.
Izibonelelo zentengiso yamajelo amaninzi
Intengiso ye-Multichannel inceda ukufikelela kubathengi bakho ngokusebenzisa amajelo amaninzi anje ngemidiya yoluntu, i-imeyile kunye newebhusayithi yakho. Oku kufikelela kubanzi kunezi nzuzo zilandelayo kwishishini lakho.
- Ukwanda kolwazi lwebrand. Intengiso ye-Multichannel ikuvumela ukuba ukhuthaze ishishini lakho kuzo zonke iitshaneli ezininzi, eziphakamisa ukubonakala kwebhrendi kwaye zincede abantu abaninzi bafumanise inkampani yakho. Okukhona abantu bebona ibhrendi yakho, kokukhona ithenjwa kwaye iqhelekile.
- Amazinga oguqulo aphezulu. Abathengi abanxibelelana nebhrendi yakho kumajelo amaninzi kunokwenzeka ukuba bathenge. Uphononongo oluninzi lubonisa ukuba abathengi beendlela ezininzi bayachitha amatyeli amathathu okanye amane kakhulu njengabathengi betshaneli enye.
- Idatha yomthengi enexabiso. Ukusebenzisana nabathengi kwiitshaneli ezininzi kukunika idatha engakumbi ukuze ufumane ukuqonda kwiimfuno zabo. Unokusebenzisa olu lwazi ukwenza ngcono imiyalezo kunye nonikezelo lwetshaneli nganye. Ukuqonda abathengi bakho kwinqanaba elinzulu kukunika amandla okuba ubakhonze nangcono.
Umahluko ophambili phakathi kwe-omnichannel kunye nentengiso ye-multichannel
Ngoku ukuba siyaqonda ukuba ezi ndlela zimbini zokuthengisa zisebenza njani, umahluko phakathi kwe-omnichannel kunye ne-multichannel marketing icacile. Apha ngezantsi kukho umahluko ophambili oza kuqwalaselwa malunga nala ma-engile okuthengisa.
1. Amava omthengi kwi-omnichannel vs. multichannel
Intengiso ye-Omnichannel ibonelela ngokungaguquguqukiyo, amava obuqu kuwo onke amajelo. Abathengi banokuqala ukuthenga kwisitishi esinye kwaye bagqibe kwelinye.
Kwelinye icala, amava ayahluka phakathi kwamajelo njengoko kungekho kuqhubeka okanye ukwenziwa komntu kuwo onke amajelo. Kunokuba ujolise kumava omthengi, i-multichannel igxile kakhulu kwiimveliso okanye iinkonzo zakho.
2. Ukusetyenziswa kwedatha kwi-omnichannel vs. multichannel
Kwi-omnichannel, idatha idityaniswe kuwo onke amajelo ukubonelela ngembono epheleleyo yomthengi. Idatha ke isetyenziselwa lungisa umyalezo kunye nezibonelelo.
Kwi-multichannel, idatha ifakwe ngaphakathi kwetshaneli nganye; ngoko ke, ayinikezeli imbono enye yomthengi kuwo wonke amajelo.
3. Uluhlu lwempahla kwi-omnichannel vs
I-Omnichannel: Uluhlu lwezinto ludityanisiwe kuzo zonke izitishi, ukuze abathengi bakhethe ukuthenga okanye ukuthabatha evenkileni okanye bathumele izinto ngenqanawa.
I-Multichannel: Uluhlu lwempahla lulawulwa ngokwahlukeneyo kwitshaneli nganye. Umzekelo, kukho amandla alinganiselweyo okuthenga kwi-intanethi kwaye uthathe evenkileni okanye ngokuchaseneyo.
Unokukhetha njani phakathi kwe-omnichannel kunye nentengiso ye-multichannel
Ke, uthatha njani isigqibo phakathi kwe-omnichannel kunye nentengiso yamajelo amaninzi kwishishini lakho? Kuza kuhlalutya inani lemiba. Nazi ezinye izinto ekufuneka ziqwalaselwe xa ukhetha isicwangciso sokuthengisa ukubeka phambili.
1. Izibonelelo zakho
Intengiso ye-Omnichannel ifuna izixhobo ezininzi zokuyiphumeza kuba kufuneka udibanise onke amajelo ukubonelela ngamava angenamthungo. Ukuba ulishishini elincinci elinezixhobo ezinqongopheleyo, indlela yamajelo amaninzi inokuba yinyaniso ngakumbi. Unokuqala ngamatshaneli ambalwa afana ne-imeyile, imidiya yoluntu, kunye newebhusayithi yakho ukuzibandakanya nabathengi bakho.
2. Uhambo lwakho lomthengi
Cinga ngendlela abathengi bakho abayithathayo ukuze bathenge kwaye bazibandakanye nebrand yakho. Ukuba basebenzisa amajelo amaninzi, i-omnichannel mhlawumbi ingcono ukubonelela ngamava angaguqukiyo kuwo onke amajelo. Ukuba abathengi bakho banamathela kwisitishi esinye okanye ezimbini, i-multichannel kufuneka isebenze kakuhle.
3. Imilinganiselo
Nge-omnichannel, kufuneka ulandelele intsebenziswano yabathengi kuwo onke amajelo, efuna uhlalutyo oluphambili kunye nokulinganisa ukulinganisa usebenzisa. Software ye CRM. Kwelinye icala, ukuthengisa kwamajelo amaninzi kulula ukulinganisa kuba unokuhlalutya itshaneli nganye ngokwahlukeneyo. Ukuba ukwenza izigqibo eziqhutywa yidatha kubalulekile, i-omnichannel ibonelela ngombono opheleleyo wohambo lwabathengi.
4. Usukelo lwakho
Ngaba ugxile ekufumaneni abathengi abatsha, ukuphucula ukuthembeka, okanye ukuqhuba iintengiso ezininzi? omnichannel inceda ukomeleza amava omthengi, nto leyo ekhokelela kukunyaniseka okukhulu kunye nexabiso lobomi bonke. I-Multichannel inokuba ngcono ukuba iinjongo zakho zifikeleleke ngokubanzi kunye nokwazisa ngophawu kuba unokugxila kumajelo akhethiweyo.
5. Ukuntsonkotha
I-Omnichannel ineemfuno ezinkulu zobugcisa kunye nokusebenza ukudibanisa iinkqubo kunye nedatha, ukulungelelanisa amava abathengi, kunye nokwabelana ngolwazi kuwo wonke amajelo okwenza ukuthengiswa kwe-multichannel kube lula ngakumbi ukuphumeza ngokuxhomekeka okumbalwa phakathi kwamajelo.
6. Ukuhambelana kophawu
Ukuba ufuna isazisi esibonakalayo esihambelanayo kunye nesazisi esibonakalayo kuwo onke amajelo, khetha ukuthengisa i-omnichannel. Intengiso yamajelo amaninzi ibeka emngciphekweni ukumelwa kwebhrendi okungahambelaniyo ukuba amajelo akaqhagamshelwanga kakuhle.
Ekugqibeleni, kufuneka uhlalutye imeko yakho ekhethekileyo. Sukuziva ucinezelekile kwindlela ye-omnichannel ukuba ukuthengisa kwamajelo amaninzi kuya kufezekisa iinjongo zakho. Unokuhlala uqala nge-multichannel, wakhe izixhobo zakho, kwaye emva koko utshintshele kwi-omnichannel xa ixesha lilungile kwishishini lakho. Eyona nto ibalulekileyo kukukhetha isicwangciso onokuthi usiphumeze ngempumelelo.
Umgca osezantsi
Eli nqaku linika ujongo olunzulu umahluko phakathi kwe-omnichannel kunye ne-multichannel marketing. Ngokuxhomekeke kwiimfuno zakho, khetha kwaye ubandakanye isicwangciso kwishishini lakho namhlanje ukuqala ukonyusa intengiso yakho kunye nezinga lokuguqulwa. Funda ngakumbi malunga nezicwangciso ze-e-commerce ze-omnichannel Apha.
