Ukwenziwa kophawu olutofotofo lwaqala ukuvela ngeminyaka yoo-1920; ngoku ngaphezulu kweminyaka eli-100 kamva, kuye kwakho inani elikhulu lenkqubela phambili yehlabathi eye yaphakamisa le ntengiso. Enye yimithombo yeendaba zentlalo, ethi, kwiminyaka engama-20, itshintshe indlela ihlabathi elibonisa ngayo iimpawu. Ezi zixhobo zokuthengisa zedijithali zijoliswe kuzo zonke izizukulwana, kodwa ezininzi izicwangciso ezintsha zibambe iliso leMillennials kunye neGeneration Z. Ezi zizukulwana zincinci zigxininise kakhulu kwithekhnoloji kwaye ziyisebenzise xa kuthengwa, kodwa iimpawu ezininzi zokunethezeka zixhomekeke ekuthengiseni kweevenkile, ezibeka umbuzo: ingaba iimpawu ziya kuhlala zihambelana njani ukuba iindlela zabo zokuthengisa eziphambili aziyi kuguquguquka kunye nezizukulwana ezitsha? Kubalulekile kubo ukuba bafumanise indlela yokuthengisa uphawu lwabo kwixesha ledijithali ngelixa begcina iwonga labo.
Kweli nqaku, siza kuphonononga iindlela ezintlanu ii-brand ezibeka ugxininiso kwi-brand kunye namava okuthengisa edijithali okunethezeka ukuhambelana nekamva.
Phambi kokuba siqale, makhe sichaze ukuba kuthetha ukuthini ukuba luphawu olutofotofo. Uphawu olutofotofo luqhele ukubonakaliswa njengolukhethekileyo, olukumgangatho ophezulu, kwaye luza nethegi enkulu yexabiso. Baye bafumana ingqiqo yokunqaba okubenza bahluke kukhuphiswano lweempawu eziqhelekileyo. Abantu ngabanye baya kwenza konke okusemandleni abo ukuze babone amava okuthenga ohlobo olutofotofo.
Ukuthengiswa kweBrand eNtofontofo: Iindlela ezi-5 zokuThatha iNgqwalasela yabantu abancinci
1. Yenza i-capitalisation kwi-personalization
Kunye nomgangatho wabo, iibrendi zodidi oluphezulu zodlula ezinye iibrendi zokuthengisa ngenxa yenkonzo yabo yabathengi ebalaseleyo kunye nokukodwa. Akufunekanga banciphise iinkonzo zabo kumava asevenkileni kuphela kwakhona. Iinkampani zinokuvula izixhobo ezikwi-intanethi ezinje ngothethwano lwevidiyo yomntu omnye, iithokheni ezingabonakaliyo (NFTs), kwaye zinokusebenzisa isoftware yazo yeCRM ukwenza umxholo ogcinwe kumthengi ngamnye. Umzekelo, eLondon, iBurberry kunye neMulberry yimizekelo embalwa yeebrendi ezinika abathengi ithuba lokubhalisela ukubonisana nedijithali kunye namaqela eenkampani ezithengisayo ukuze kuxoxwe ngezinto ezilungele isimbo somntu ngamnye. ULouis Vuitton uphinde wavula isicwangciso sokusasaza ephilayo ukubonisa uphawu lwabo kubathengi, ebanika ithuba lokuthenga iimveliso kwiwebhusayithi yabo. Le ndlela yokuthengisa yokuthengisa yenza kube lula kubathengi ukujonga uphawu kwaye bashiye izimvo, bebenza bazive besondele kwinkampani.
2. Yamkela iTekhnoloji eNtsha
Izizukulwana ezincinci zikhula ngeteknoloji kwaye ziya kuqhubeka ziyisebenzisa ubomi babo bonke. NgokukaMediaboom, ngaphezulu kwe-88% yeMillennials kunye ne-89% ye-Gen Z isebenzisa imithombo yeendaba zentlalo mihla le, kwaye baya kuphendula i-55% ukuya kwi-65% yenkcitho yobuntu obutofotofo iyonke ngo-2025 kwihlabathi liphela. Ezinye ii-luxury brands ziye zazama ukuguqula izicwangciso zabo zentengiso ukuze zibonakale kwezi zizukulwana zibalulekileyo ngokuphumeza ii-ID zedijithali, ezizezi "ipasispoti zemveliso" ezigcina ulwazi lokulandelelwa kwemveliso, ukuqinisekiswa, kunye nokuqokelela idatha emva kokuthengiswa. Olunye ubugcisa bentengiso yedijithali kutyalo-mali kwinyani yokwenyani kunye nenyani eyandisiweyo kuba kuqikelelwa ukuba yongeza phakathi kwe-150 yeebhiliyoni zeedola ukuya kwi-275 yeebhiliyoni zeedola kwishishini lefashoni kwiminyaka emithathu ukuya kwemihlanu ezayo. I-Chanel, i-Dior, kunye ne-Gucci bonke baye bazama i-AR kwiiphulo ezahlukeneyo zokuzama ngokusebenzisa i-Snapchat kunye ne-Instagram filters, kunye neempawu zabo zokwenyani zezinto zabo ezahlukeneyo. Okokugqibela, iimveliso zodidi oluphezulu zihlola amaqonga emidlalo yokuthengisa iimveliso zabo. UGucci, uRalph Lauren, kunye noGivenchy baye baseka iindawo kwiRoblox, esisisicelo apho abantu banokudlala kwaye benze imidlalo eyahlukeneyo ngelixa benxibelelana nabasebenzisi kwi-Intanethi.
3. Gxininisa kuZinzo
Kubalulekile kwiimpawu zodidi oluphezulu ukuqonda ukuba yeyiphi imilinganiselo ebaluleke kakhulu kwimarike ekujoliswe kuyo. KwiGen Z, uzinzo sisihloko esibalulekileyo; banomdla kwizitayela zakudala kunye nexabiso lendawo ekukhuseleni okusingqongileyo. Oku kubonakaliswa kutshintsho olwenzekayo lwentengiso kushishino lokuthengisa. Olu tshintsho lwentengiso lithuba lokudala uphawu olutofo-tofo oluxhasa uzinzo ngokuthengisa iimpahla ezidlulileyo ezithe zaphinda zaphinda zaphinda zaphinda zaphinda zavela okanye zange zithengiswe. Ngokwengxelo yamva nje eyenziwe nguSky Canaves, umhlalutyi ophezulu kwi-Insider Intelligence, isithathu kwisine sabathengi bobunewunewu bajonga ukuthatha inxaxheba kwebrendi ekuthengisweni kwakhona “njengophuhliso oluhle.” Ukuba iinzame zokubeka uphawu olutofotofo zenza inzuzo kuguquko lwentengiso kwakhona, inokudala imfuno emandla yezinto, izenze zifuneke emva kweemveliso. Lo mdla wandayo kwiimveliso ezithile unokugcina iwonga lebrendi yodidi kunye nokukhetheka ngaphandle kokuncamathela ithegi yexabiso elikhulu lemveli kwinto, eya kubhenela kwizizukulwana eziselula.
4. Phinda ucinge ngeSimo
Ukugcina iwonga labo lobunewunewu, iibrendi kuya kufuneka zizithengise ngokwenyani kwilifa lemveli yazo ngendlela engatshintshiyo kuwo onke amaqonga. Nangona kunjalo, kukwabalulekile ukuguqula isimo sophawu ukuze sihambelane noko kutshintshayo kwihlabathi liphela. NgokukaDelphine Dauge (uMlawuli oLawulayo we-SGK Paris kunye noMongameli we-ADC onamava obutofotofo nge-LVMH, i-Air France, kunye nezinye iimpawu ezininzi), abathengi bachaza ngokutsha ubunewunewu ukusuka "kwiisimboli zexesha eliqingqiweyo, elinomkhenkce eliza kuthengwa, ukuxhobisa, amava ahlala-amatsha ukuthatha inxaxheba." Endaweni yokugxila kububodwa bemveli, abantu batyhala ukubandakanywa kwiibrendi, ezinje ngokuxuba iikhowudi zenkcubeko kunye nokudala ifashoni yaso nasiphi na isini. Kubalulekile kuphawu olutofotofo ukugcina ububodwa ngokwemfuno kodwa tyhala ukubandakanywa kwabo bonke abantu abanomdla kubunewunewu. Fumana ulwazi oluthe kratya malunga nendlela i-SGK esebenzisana ngayo ne-Air France ngaphezulu kweminyaka engama-20 ukuphuhlisa isicwangciso esinamabhongo esibeka amava ahlala ehlala ephucuka entliziyweni yamava ohlobo lwabathengi.
5. Khetha kwaye Ukhusele
Ngelixa kubalulekile ukuba uphawu lokuthengisa olutofotofo lubandakanye intengiso yedijithali kunye nemidiya yoluntu, iibrendi zisafanele zikhethe kunye nabasasazi bazo ukugcina iwonga labo elihlonitshwayo. Iinkampani kufuneka zikwazi ukulawula apho iimveliso zazo zithengiswa khona kwaye kufuneka zilingane kuphela namaqonga athembekileyo. Umzekelo, i-LVMH yabanga ngo-2020 ukuba abafuni kuthengisa uphawu lwabo kumaqonga athile e-ecommerce abandakanya abathengisi beqela lesithathu abanokuthengisa iimveliso zomgunyathi. Iimpawu zodidi oluphezulu kufuneka zilawule ukuhanjiswa kwaye zigxininise amajelo aqonde ngqo kubathengi, kunye nobudlelwane bokuthengisa obukhethiweyo. I-Chanel inolawulo oluluqilima kwi-brand yabo ngokunciphisa ukuthengiswa kwe-ecommerce kwishishini labo lobuhle, ngelixa iimpahla zabo eziphambili kunye nezixhobo zisevenkileni kuphela.
Njengoko itekhnoloji iqhubela phambili ngesantya esikhawulezayo, iibrendi zodidi oluphezulu ziya kufuneka zihlale zivavanya isicwangciso sazo sokunxulumana nezizukulwana ezitsha. Ezi zicwangciso kufuneka zibandakanye itekhnoloji ephezulu, efana ne-VR okanye i-AR, ukugcina unxibelelwano lobuqu abathengi abanalo kunye neempawu. Iinkampani zikwafanele ukuqinisekisa ukuba iwonga lazo lingqamana nexabiso elihlala litshintsha lezizukulwana ezizayo, ngelixa zilumkile nabasasazi ukugcina ububodwa. Ngokudityaniswa kokuqamba izinto ezintsha kunye nobuntu, iibrendi zodidi oluphezulu zinokuqhubeka nokwenza amava okuthenga agqwesileyo ngelixa zigcina iwonga lazo. Ihlabathi liyatshintsha, kwaye iibrendi zodidi oluphezulu zilapha ukuhlala.
Malunga noLauren Terry
ULauren Terry ukwinqanaba eliphezulu elikhulayo kwiDyunivesithi yaseDuquesne ephambili kwiNtengiso kunye noHlalutyo kunye nokuncinci kwiNtengiso. Kuyo yonke i-internship yakhe kwi-SGK, u-Lauren uye wagxila kwisicwangciso somxholo, iimethrikhi, umxholo weendaba zoluntu, kunye nokubhala ngokugxininise ekuthengiseni i-luxury branding kunye nokuthengisa. ULauren ungumqeqeshi oqinisekisiweyo weProsci olawula utshintsho olunokuqhuba ukuphumeza inkqubela phambili eyimpumelelo kumashishini.
Umthombo ovela sgkinc.com
Ukuziphendulela: Ulwazi olubekwe ngasentla lunikezelwa ngu-sgkinc.com ngaphandle kwe-Cooig.com. I-Cooig.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.
