Isiqingatha sokuqala sika-2024 siza kunye nokunyuka kweendlela zokuguqula abathengi. Njengenkokeli yeshishini, unokhetho ezimbini: khwela amaza okanye ushiye ngasemva. Kwihlabathi apho ubunyani, ubuntu, kunye nokuqonda kwezentlalo kulawula phezulu, ukuziqhelanisa nezi meko ayisosenzo sobulumko-sisicwangciso sokusinda.

Ukusuka ekunyukeni kwesiphiwo njengesixhobo esonyusa ukuthembeka ukuya ekuqalekeni kwakhona okumangalisayo kwentengiso yeposi ngokuthe ngqo, ukusuka kumandla e-nostalgia ukuya kwisakhono esingasetyenziswanga sabaphembeleli be-B2B, ezi ndlela zintandathu zibambe isitshixo sokuvula amathuba amatsha okukhula. Ke, bamba ibhodi yakho yokusefa kwaye ulungele ukubamba i-wave yendlela yabathengi ka-2024.

Isiqulatho
● Ubuchule bokunika izipho: I-Avenue eNtsha yokuThemba koMthengi kunye noGcino
● Ukuthengiswa kwemeyile ngokuthe ngqo: ukuBuyiselwa kwakhona kweThuba
● Intengiso yeNostalgic: Ukubuyisela Iintsuku Ezilungileyo Ezidala
● Ukunyuka koPhando lwe-Audio kunye ne-Podcast Discoverability
● Intengiso ye-B2B ye-Influencer: Umda ongasetyenziswanga woHlumo
● I-Eco-Friendly Luxury: Ukuzonwabisa okuZinzileyo kuMthengi obonayo

I-Trend 1: Ubuchule besipho: I-Avenue eNtsha yokuThembeka koMthengi kunye noGcino

Umzi-mveliso wezipho wenze amaza, kunye neenkampani ezifana ne-1-800-FLOWERS, &Open, kunye neGoody ekhokela intlawulo. Njengomjelo owongezelelweyo wokufumana iimveliso ze-D2C zakuqala kunye nevenkile yokuthenga edibeneyo yabathengi be-Gen Z, iGoody ibone ukukhula okumangalisayo oko yasungulwa ngo-2020, kunye nengeniso yayo yonyuka nge-500% unyaka nonyaka kwaye inyuse i-32 yezigidi zeedola ukuza kuthi ga ngoku. Inkampani itsale abantu abakumgangatho ophezulu abafana noMicrosoft, Salesforce, kunye no-Airbnb, abasebenzisa eli qonga ukuthumela izipho ezicingisisiweyo kubasebenzi babo, abaxumi kunye nabanethemba.

Impumelelo kaGoody inokunxulunyaniswa nendlela yakhe eqhutywa yidatha kwisiphiwo. Iqonga lisebenzisa ubukrelekrele bokwenziwa kunye nokufunda koomatshini ukuhlalutya izinto ezikhethwa ngabamkeli kunye nokucebisa izipho ezifanelekileyo, ukuqinisekisa ukuba isipho ngasinye siziva silungiselelwe kwaye sinentsingiselo. Njengoko amashishini amaninzi ewaqonda amandla esipho somntu, isipho silindeleke ukuba sibe sisixhobo esinamandla ngakumbi sokukhulisa ubudlelwane obunamandla kubathengi kunye nabasebenzi.

Ngokophononongo lwakutsha nje olwenziwa yi-Gifting Experts Association, imakethi yehlabathi yezipho kulindeleke ukuba ifikelele kwi-850 yeebhiliyoni zeedola ngo-2024. Oku kukhula kunokubalelwa kukuqondwa okunyukayo kwesipho njengesixhobo sobuchule sokwakha ukunyaniseka nokugcina. Iinkampani zixhobisa ngezipho kubasebenzi ekujoliswe kubo, ingakumbi xa kujongwa imingeni ekhoyo ngoku yokugcina abasebenzi kunye neendleko eziphezulu zokutshintsha umsebenzi, ezibalelwa kwiinyanga ezisixhenxe zomvuzo wabo. Indlela ekhulayo inabela ngaphaya kwe-ofisi, kwakhona: Iinkampani zisebenzisa isiphiwo sobuchule ukukhulisa ubudlelwane nabathengi kwaye zigqame kwimarike exineneyo. Ngo-2024, silindele ukubona iibrendi ezongezelelekileyo ziphakamisa amandla ezinto ezicingayo, ezenzelwe wena ukuze zakhe unxibelelwano oluluqilima kunye nabaphulaphuli ekujoliswe kubo.

I-Trend 2: Ukuthengiswa kwe-imeyile ngokuthe ngqo: ukuBuyisa kwakhona kweThuba

Kanye xa ubucinga ukuba ukuthengisa nge-imeyile yinto yexesha elidlulileyo, kubuya ngendlela enkulu. Ngokutsho kwe-Statista, intengiso ye-imeyile ethe ngqo kwihlabathi jikelele kulindeleke ukuba ibe nenqanaba lokukhula lonyaka (CAGR 2024-2029) le-1.14%. I-United States iya kuvelisa inkcitho ephezulu yeentengiso, kunye ne-20.38 yeebhiliyoni zeedola ngo-2024. Njengoko amajelo okuthengisa edijithali agcwele kakhulu, amashishini afumanisa kwakhona amandla ezinto eziphathekayo eziphathekayo, ezenzelwe umntu.

Undoqo kwimpumelelo kweli qonga kukuveliswa kwezinto ezintsha. Ukusuka kwizinto ezisebenzisanayo ezifana nee-call-acts-activated voice-activated (CTAs) ukuya kwi-immersive virtual reality (VR) amava, iibrendi zifumana iindlela ezintsha zokubandakanya abamkeli kunye nokugqama kwibhokisi yeposi. Omnye umzekelo wentengiso ye-imeyile eyimpumelelo ivela kumthengisi wempahla, i-Stitch Fix. Ngo-2022, i-Stitch Fix yasungula iphulo le-imeyile elijoliswe ngqo kubathengi abaphelelwe lixesha. Abathumeli babonise izindululo zesimbo somntu ngamnye ezisekelwe kwizinto ezithengwe zangaphambili zomamkeli kunye nezinto azikhethayo. Eli phulo likwabandakanya ikhowudi yokuthunyelwa eyodwa abathengi abanokwabelana ngayo nabahlobo kunye nosapho ngesaphulelo ekuthengeni kwabo okulandelayo. Iziphumo zazichukumisa: I-Stitch Fix ibone ukunyuka kwe-20% kumazinga okuvuselela phakathi kwabathengi abaphelelwe lixesha kunye ne-15% yokwanda kokuthengwa kokuthunyelwa. Ngokusebenzisa ubuwena kunye nokukhuthaza ukuthunyelwa, i-Stitch Fix yakwazi ukubandakanya abathengi abaleleyo kwaye yafumana abatsha nge-imeyile ngqo.

Iiposikhadi zesikolo esidala nazo ziyi-niche ekuvuselelweni. Iinkampani ezithengisa ngeposi ngokuthe ngqo ezisebenza ngamakhadi eposi, njengePostcardMania, kuxelwe ukuba zenze malunga ne-84 yezigidi zeerandi kwingeniso kulo nyaka uphelileyo.

I-Trend 3: Intengiso ye-Nostalgic: Ukubuyisela iintsuku ezimnandi zakudala

Ngamaxesha athile, abantu banqwenela ukuziva bekhululekile. Kulapho intengiso ye-nostalgia ingena khona-ngokungena kwiinkumbulo ezimnandi zexesha elidlulileyo, iimveliso zinokwenza unxibelelwano lweemvakalelo kunye nabaphulaphuli babo. Ukusuka kwipakethe ye-retro ukuya kwingqokelela yefashoni yee-'90s, iinkampani zisebenzisa amandla e-nostalgia ukuze zigqame kwaye ziqhube uthethathethwano.

Thatha, umzekelo, impumelelo encumisayo yoshicilelo olulinganiselweyo lwe-Fanta “Fanta Grape” ngo-2023. Ibhrendi ibuyise incasa ethandwa ngabalandeli ukusukela ngeminyaka yee-'90s, igcwele ukupakishwa kwe-retro kunye nothotho lweentengiso ezibonisa upopayi wesitayela sika-'90s kunye ne-slang. Iphulo liye lasasazeka kwi-TikTok, kunye nabasebenzisi benza umxholo wabo we-nostalgia-themed besebenzisa i-hashtag #FantaGrapeIsBack. Iibrendi ezininzi ziya kutsiba kwi-nostalgia bandwagon ngo-2024, zisebenzisa ixesha elidlulileyo njengesiseko sokwakha ukunyaniseka kwabathengi kunye nokunyusa intengiso.

Ngokusebenzisa amandla entengiso ye-nostalgia, iibrendi zinokwenza imikhankaso ehambelana nabaphulaphuli abajolise kubo kwinqanaba leemvakalelo, ukuqhuba ukuzibandakanya, ukuthengisa, kunye nokunyaniseka kwebhrendi.

I-Trend 4: I-Evolving Landscape yoPhando lwe-Audio kunye ne-Podcast Discoverability

Umxholo womsindo uqhume ekuthandeni kwiminyaka embalwa edlulileyo, kwaye umkhwa awubonisi zimpawu zokucotha. Ngo-2022, bekukho ngaphezu kwe-2 yezigidi zeepodcasts ezisebenzayo, kwaye elo nani lilindeleke ukuba likhule liye kwi-3 yezigidi ngo-2024. Ngokunyuka komxholo kuza umngeni omtsha: ukufunyanwa. Abasebenzisi bangazifumana njani iipodcasts ezihambelana nezinto abazithandayo kulwandle lokhetho?

Ngena kwilizwe lokukhangela ngesandi. Ngokufana nendlela uGoogle awutshintshe ngayo umdlalo kukhangelo lwewebhu, iinkampani ngoku ziphuhlisa ii-algorithms ezintsonkothileyo ukunceda abasebenzisi ukuba bafumane iipodcasts ezintsha ngokusekwe kwimbali yabo yokumamela, izinto abazithandayo, kunye nomoya wabo.

Umdlali omnye ophambili kule ndawo yiSpotify. Ngo-2023, inkampani yaphehlelela into entsha ebizwa ngokuba “yiPodcast Explorer,” esebenzisa umatshini wokufunda ukuhlalutya imikhwa yokumamela yabasebenzisi kunye nokucebisa iipodcasts ezintsha ngokusekwe kwizinto abazithandayo. Eli nqaku liye labetha, kunye nabasebenzisi babika ukunyuka kwe-25% ekufumaneni i-podcast kunye nokuzibandakanya. Enye inkampani eyenza amaza kwindawo yokukhangela umsindo yiPodz. Yasekwa ngo-2021, iPodz isebenzisa i-AI ukuhlalutya umxholo wepodcast kwaye yenze "iindawo eziphambili" ezinika abasebenzisi ithuba lokujonga isiqendu ngasinye. La magqabantshintshi asetyenziswa ukunika amandla iingcebiso ezenzelwe wena kwaye uncede abasebenzisi bafumane imiboniso emitsha ehambelana nomdla wabo.

Kumashishini, oku kunika ithuba legolide lokufikelela kubaphulaphuli ababandakanyekayo ngomxholo weaudio enegama. Ngokusungula ipodcast ebonisa ubuchule boshishino kunye nobunkokeli bokucinga, iinkampani zinokuziseka njengezixhobo zokuya kwindawo yazo. Into ephambili kukulungiselela ukukhangela okuvakalayo, usebenzisa amagama angundoqo afanelekileyo kunye nokubambisana kunye namaqonga anokunyusa ukufunyanwa.

I-Trend 5: I-B2B Influencer Marketing: Umda ongasetyenziswanga woHlumo

Xa usiva igama elithi "influencer marketing," unokuba nomfanekiso wefashionistas ebonisa ifashoni yamva nje yempahla okanye abantu abatya ukutya bethatha imifanekiso yabo yeavokhado. Kodwa intengiso ye-influencer ayisiyiyo yeebrand ze-B2C kuphela. Amaphulo e-B2B empembelelo abonakaliswe ukuba avelise amaxesha e-11 aphezulu e-ROI kunemizamo yentengiso yedijithali.

Intengiso ye-B2B enempembelelo imalunga nokusebenzisana neengcaphephe zeshishini, iinkokeli zokucinga, kunye nabasebenzi bakho ukwenza umxholo ohambelana nabaphulaphuli bakho. Yindlela yokwakha intembeko, ukuseka intembeko, kwaye ekugqibeleni uqhube ukukhula kweshishini lakho.

Ngokophononongo lwakutsha nje olwenziwa ngu-Onalytica, i-78% yabathengisi be-B2B bakholelwa ukuba ukuthengiswa kwempembelelo kuya kuba kubaluleke kakhulu kwiminyaka ezayo. Kwaye akumangalisi ukuba kutheni: Intengiso ye-B2B enempembelelo ibonakaliswe ukuba iqhuba amaxesha ali-11 aphezulu e-ROI kuneendlela zemveli zentengiso yedijithali.

Inkampani enye etyumza umdlalo we-B2B onamandla yi-IBM. Ngo-2019, baphehlelele "iNkqubo ye-IBM Influencer," edibanisa inethiwekhi yeengcali zeshishini ukwenza umxholo ojikeleze izihloko eziphambili njenge-AI, i-computing yefu, kunye ne-cybersecurity. Inkqubo ibe yimpumelelo enkulu, ngomxholo ophembelelayo oqhuba ukubandakanyeka okuphindwe ka-10 kunomxholo we-IBM enegama.

Omnye umzekelo we-B2B ye-influencer yokuthengisa kwisenzo ivela kwi-platform yolawulo lwemidiya yoluntu, iHootsuite. Ngo-2020, baphehlelele “iHootsuite Academy,” iqonga lokufunda lasimahla kwi-Intanethi elinezifundo ezifundiswa ziingcali zeshishini. Ngokubambisana nabaphembeleli ukuba benze umxholo wezemfundo, iHootsuite yakwazi ukuzimisa njengesixhobo sokuya kubathengisi beendaba zoluntu kwaye iqhube ukunyuka kwe-30% ekubhaliseni okutsha kwabasebenzisi.

Ngokusebenzisana namazwi ahlonitshwayo ukwenza umxholo oxabisekileyo, ezi nkampani zizenzele ngokwazo njengamagunya amashishini kwaye ziqhube iziphumo ezinokulinganiswa. Ngo-2024, sinokulindela ukubona ezinye iibrendi ze-B2B zisebenzisa amandla obuhlakani obunempembelelo ukunxibelelana nabaphulaphuli ekujoliswe kubo kunye nokukhula kwamafutha.

Umzila 6: I-Eco-Friendly Luxury: Ukuzonwabisa okuZinzileyo kuMthengi oLumkelayo

Ngubani othi ubunewunewu nokuzinza akunakuhamba kunye? Abathengi banamhlanje bafuna ngaphezulu kwiibrendi abazithandayo, kwaye oko kubandakanya ukuzibophelela kwizenzo ezilungele i-eco-friendly kunye nemathiriyeli. Ukunyuka kobunewunewu be-eco-friendly ngumkhwa osele ukhula iminyaka, kodwa umiselwe ukufikelela kwinqanaba elibi kakhulu kwiinyanga ezizayo. Ukusuka kwizindlu zefashoni ezikumgangatho ophezulu zisebenzisa amalaphu asetyenzisiweyo ukuya kwiimveliso zemoto zodidi oluphuhlisa izithuthi zombane, uzinzo aluseyonto imnandi ukuba nayo—kufuneka ubenayo. Iibrendi ezisilelayo ukuziqhelanisa nale nyani intsha zisemngciphekweni wokuphulukana nesabelo semarike kubakhuphisani bazo abakhathalele indalo.

Unikezelo lwamva nje lukaTesla, iModel S Plaid Plus, lungumzekelo wolu tyekelo kunye nendibaniselwano yesantya esikhawulezayo sombane kunye nezangaphakathi ezenziwe ngezinto ezinokuphinda zisetyenziswe, ezisekelwe kwizityalo. Imoto ide ibonise "imowudi ye-vegan," eqinisekisa ukuba zonke izinto ezingaphakathi, ukusuka kwisigqubuthelo sesihlalo ukuya kwivili lokuqhuba, zikhululekile kwiimveliso zezilwanyana.

Kodwa ayiloshishini leemoto kuphela elamkela ubunewunewu obuzinzileyo. Kwilizwe lefashoni, iibrendi ezinje ngoStella McCartney kunye noHlaziyo kudala zaziwa ngokuzibophelela kwazo kwizinto ezilungele indalo kunye neendlela zokuvelisa ezisesikweni. Njengoko sisiya ku-2024, silindele ukubona iimpawu zodidi oluthe kratya zilandela, kunye nengqokelela ebeka phambili uzinzo ngaphandle kwesitayile sokuncama.

Ngokwamkela umkhwa wobunewunewu be-eco-friendly, iimveliso zinokubhenela kwicandelo elikhulayo labathengi abazimisele ukuhlawula iprimiyamu yeemveliso ezihambelana nexabiso labo. Njengoko uzinzo lusiya lubaluleka ngakumbi kubathengi kuwo wonke amashishini, iinkampani ezibeka phambili ukusebenzelana kwendalo ziya kubekwa kakuhle kwimpumelelo ngo-2024 nangaphaya.

Imeko yeshishini ka-2024 yenye yeenguqu ezikhawulezayo kunye nokubakho okungapheliyo. Ngokuhlala ujongane neendlela ezintandathu ezisakhulayo zabathengi ezichazwe kweli nqaku-isiphiwo sobuchule, ukuvuselelwa ngeposi ngokuthe ngqo, ukuthengisa okungaqhelekanga, ukwenziwa kokhangelo lweaudio, intsebenziswano yeB2B enefuthe, kunye nobunewunewu-eco-friendly-iinkampani zinokuzibeka kwimpumelelo kunyaka omtsha nangaphaya.

Ukuziqhelanisa nale mikhwa kuya kufuna ukuvuma ukuzama, ukusungula izinto ezintsha, kunye nokucinga ngaphandle kwebhokisi. Kodwa kumashishini ajongene nomceli mngeni, imbuyekezo mikhulu: ubudlelwane obuluqilima babathengi, ukwanda kokuthembeka kwebrendi, kunye neendlela ezintsha zokukhula. Ke njengokuba singena ku-2024, masilwamkele utshintsho kwaye sithabathe amathuba asilindileyo. Ikamva lelabo bakhaliphileyo.