Ihlabathi leendlela zabathengi lihlala liguquguquka, kunye netekhnoloji entsha, ukutshintshwa kwezinto eziphambili, kunye nokuziphatha okuguquguqukayo okuhlengahlengisa imbonakalo yomhlaba ngesantya esinqabileyo. Njengoko sihamba ngo-2024, iibhrendi ezisilelayo ukugcina umnwe wazo kumngcipheko wepulse ukulahleka kushuffle. Ukukunceda ukuba uhlale uphambi kwegophe, siye sangena kwiintsingiselo zamva nje zabathengi, ukusuka kwimpembelelo ekhulayo ye-AI ukuya ekuthengeni kweevenkile ekuhlaleni kunye nokubaluleka kobumfihlo bedatha.

Isiqulatho
● I-Social Media Shakeup
● Search Goes Social
● Ukujonga Ukungaqiniseki kwezoqoqosho
● Ukunyuka koMthengi oZiqondayo
● Amashishini Amancinane Anenkqubela Kakhulu
● Ukutshintsha kokuziphatha kunye neendlela zokuthenga

Social Media Shakeup

Umda oMtsha wokuThenga

Amaqonga eendaba ezentlalo avele kude ngaphaya kwemvelaphi yawo njengezixhobo zonxibelelwano nje. Ngoku zisebenza njengee-hubs ezisebenzayo zokufunyanwa kunye nokuthengwa kwemveliso, kunye ne-41% yabathengi abafumene imveliso kumajelo asekuhlaleni kwiinyanga ezintathu ezidlulileyo kuphela. Lo mkhwa uvakaliswa ngakumbi phakathi kwezizukulwana eziselula, kunye noGen Z kunye neMillennials ekhokelayo.

Ngokutsho kweHubspot Blog Research, i-25% yabasebenzisi beendaba zoluntu baye bathenga ngokuthe ngqo kwiqonga lentlalontle kwikota yakutshanje, kunye neli nani linyuka liye kwi-43% enomdla kwi-Gen Z kunye ne-Millennials ukususela ngoJanuwari 2024. Impembelelo yobuntu beendaba zentlalo ibonakala kwakhona, kunye ne-21% yabasebenzisi abathenge imveliso ngokusekelwe kwisincomo sempembelelo ngexesha elifanayo.

Njengoko intengiso yentlalo ifumana amandla, iibrendi kufuneka zilungelelanise izicwangciso zazo ukuze zisebenze kolu tshintsho. Ukutyala imali kwintengiso yemidiya yoluntu ekujoliswe kuyo, ukuhlakulela ubudlelwane kunye nabaphembeleli, kunye nokuphucula amava okuthenga ezentlalo kuya kuba ngundoqo kwimpumelelo kule ndawo intsha yokuthengisa.

Amaqonga amatsha, uTshintsho lweeNgcali

Ngelixa i-Facebook, i-YouTube, kunye ne-Instagram zihlala zingawona maqonga eendaba ezentlalo asetyenziswa kakhulu, bafumana ukukhula okucothayo phakathi kwamaqonga afakwe kuphando. Ukusetyenziswa kwe-Facebook kwahlala kumile unyaka nonyaka, ngelixa i-Instagram kunye ne-YouTube yabona ukuhla kwe-5% kunye ne-2%, ngokulandelanayo. Ngokwahlukileyo koko, amaqonga amatsha anje ngeBeReal (ukukhula ngama-333%), iTwitch (ukukhula ngama-43%), kunye neTikTok (ukukhula okungama-21%) zikhula ngokukhawuleza, ngakumbi phakathi kwabaphulaphuli abancinci.

Ukusukela ngo-2024, ezona zixhobo zidumileyo zemithombo yeendaba zentlalo nguFacebook (ukusetyenziswa kwe-71%), iYouTube (61%), i-Instagram (42%), iTikTok (37%), kunye ne-X, i-Snapchat, kunye ne-Pinterest (zonke ngama-23%). Ngelixa i-LinkedIn isezantsi kuluhlu, ukusetyenziswa kwayo kunokuguquguquka ngamaxesha athile ngokusekwe ekuqeshweni nasekunyuseni umgangatho emsebenzini.

Kubathengisi, olu tshintsho lugxininisa ukubaluleka kokwahluka kwezicwangciso zemidiya yoluntu kunye nokuhlala uhambelana neempawu ezizodwa kunye namathuba anikezelwa ngamaqonga avelayo. Ngokwamkela indlela yeeplatform ezininzi kunye nokulungelelanisa umxholo kumandla eqonga ngalinye, iibrendi zinokusebenzisana ngokufanelekileyo nabaphulaphuli ekujoliswe kuzo kwaye zihlale zifanelekile kwindawo yemidiya yoluntu ehlala iguquka.

Phendla Goes Social

Ukunyuka kwemithombo yeendaba zentlalo akuchaphazelanga kuphela iindlela zokuthenga kodwa kunye nendlela abantu abakhangela ngayo ulwazi kwi-intanethi. Ngokwengxelo ye-Hubspot yabathengi, i-32% yabathengi ngoku baphendukela kumajelo asekuhlaleni ukuze bakhangele, malunga nesinye kwisithathu sabo baneminyaka eyi-18-54 bakhetha ukukhangela kwezentlalo ngaphezu kweenjini zokukhangela zendabuko.

Olu tshintsho luqhutywa zizinto ezininzi, kubandakanya umnqweno weziphumo zokhangelo olulolwakho ngakumbi kunye nokubonwayo, kunye nempembelelo ekhulayo yesiqulatho esiveliswe ngumsebenzisi kunye neengcebiso zoontanga. Nangona kunjalo, nangona ukwanda kokuthandwa kokukhangela kwezentlalo, iinjini zokukhangela zisabonwa njengeyona ndlela isebenzayo yokufumana ulwazi, kunye ne-68% yabathengi abalinganisa ngolo hlobo.

Ukwenza imali kolu phando luvelayo lokuziphatha, iibrendi kufuneka zamkele indlela epheleleyo yokukhangela injini yokukhangela (SEO) ebandakanya zombini iinjini zokukhangela zemveli kunye namaqonga eendaba ezentlalo. Oku kuthetha ukudala umxholo ongelona kuphela igama elingundoqo-ubutyebi kodwa kunye nokunyanzeliswa ngokubonakalayo, ukwabelana, kunye nokuhambelana neempawu ezizodwa kunye ne-algorithms yeqonga ngalinye. Ngokwenza njalo, iibrendi zinokuphucula ukubonakala kwazo, ukufikelela, kunye nokuzibandakanya kwiindawo ezininzi zokuchukumisa, ekugqibeleni ziqhube ngakumbi i-traffic kunye nokuguqulwa.

Ukukhangela ukungaqiniseki kwezoQoqosho

Njengoko uqoqosho lwehlabathi luqhubeka nokujongana nemingeni, iimvakalelo zabathengi kunye nokuziphatha ngokuqinisekileyo ziyachaphazeleka. I-57% yabathengi abaphononongwayo bakholelwa ukuba i-US ngoku ikwimeko yokudodobala koqoqosho, kunye ne-55% yokuqinisa uhlahlo lwabiwo-mali lwabo kwaye i-47% ilungiselela ngokusebenzayo ukudodobala koqoqosho okunokwenzeka.

Iinkxalabo zokhuseleko lwemisebenzi nazo ziyakhula, nama-50% abantu abathe baphendula baxhalabile ngamathemba abo engqesho. Okubangela umdla kukuba, ukukhula kokusetyenziswa kwe-AI emsebenzini kunokuba negalelo kolu xhala, njengoko abanye abasebenzi besoyika ukuba i-automation inokukhokelela ekugxothweni kwemisebenzi.

Ukuhlangabezana nala maxesha angaqinisekanga, iibrendi kufuneka zigxile ekuhambiseni ixabiso kubathengi babo kwaye babonise uvelwano kunye nokuqonda kwiinkxalabo zabo zemali. Oku kunokubandakanya ukubonelela ngeenketho zeemveliso ezifikelelekayo, ukuphumeza izicwangciso zentlawulo eziguquguqukayo, okanye ukubonelela ngenkxaso eyongezelelweyo kunye nezixhobo zokunceda abathengi bahambe ngemingeni yezoqoqosho.

Ukunyuka koMthengi oCacileyo

Kwimo yezulu yanamhlanje enenkathalo ngentlalo, abathengi baye balindele ukuba iibrendi zithathe inyathelo kwimiba ebalulekileyo. Ingxelo ibonisa ukuba i-62% yabathengi bakholelwa ukuba iinkampani kufuneka zidibanise esidlangalaleni imicimbi yezentlalo kunye nezopolitiko, kunye ne-29% kunokwenzeka ukuba bathenge kwiimpawu ezihambelana nemilinganiselo yazo.

Okubangela umdla kukuba, imiba ephezulu abathengi abafuna ukuba iibrendi zijongane nayo iyahluka ngokwesizukulwana. I-Gen Z ibeka phambili ukhathalelo lwezempilo olufikelelekayo, ubulungisa bobuhlanga kunye nokutshintsha kwemozulu.

Ukujonga lo mhlaba untsokothileyo, iibrendi kufuneka ziqwalasele ngononophelo ukuba yeyiphi imiba ehambelana nabaphulaphuli abajolise kubo kwaye ngokunyanisekileyo badibanise ukwazisa ngentlalontle kwinjongo kunye nesicwangciso sabo sonke. Oku kunokubandakanya ukusebenzisana nemibutho echaphazelekayo, ukuxhasa amaphulo oluntu, okanye ukusebenzisa iqonga labo lokwazisa nokuqhuba utshintsho oluhle.

Nangona kunjalo, kubalulekile ukuba iibrendi zijongane nenkxaso yentlalo ngokunyaniseka kunye nokungaguquguquki. Abathengi banokukhawuleza babone iinzame ezingeyonyani okanye ezithatha ithuba lokusebenzisa iintshukumo zentlalo, ezinokubuyisela umva kwaye zonakalise isidima sohlobo. Ngokuzibandakanya ngokunyanisekileyo nemiba ebalulekileyo kubathengi babo kunye nokuxhasa amagama abo ngezenzo ezinentsingiselo, iibrendi zinokukhuthaza unxibelelwano olunzulu, zikhuthaze ukunyaniseka, kwaye zibe negalelo kwihlabathi elingcono.

Amashishini amaNcinci enza iSplash enkulu

Phakathi kwemiceli mngeni ebangelwa kukungaqiniseki kwezoqoqosho kunye nolawulo lweenkampani ezinkulu, abathengi baya besanda ngokuxhasa amashishini amancinci. Njengoko ingxelo ye-HubSpot, i-52% yabathengi bathi imveliso eyenziwa ngamashishini amancinci yenza ukuba bathenge ukuthenga, emele ukunyuka kwe-18% ukusuka kunyaka odlulileyo. Ukongeza, i-46% yabaphenduli bakhethe ukuthenga imveliso ngokukodwa kuba yenziwe lishishini elincinci, kunye ne-18% ukusuka kunyaka ophelileyo.

Le nkxaso ikhulayo yamashishini amancinci ibonisa utshintsho olubanzi kumaxabiso abathengi kunye nezinto eziphambili. Abathengi abaninzi bayayixabisa imveliso eyodwa, inkonzo yobuqu, kunye namaqhina oluntu anikezelwa ngamashishini amancinci, kwaye bajonga ukuthengwa kwabo njengendlela yokuxhasa uqoqosho lwasekhaya kunye nokukhuthaza ushishino.

Ukutshintsha kokuziphatha kunye neendlela zokuthenga

Ngaphandle kokuqhubela phambili ngokukhawuleza kwe-AI kunye ne-automation, abathengi basaxabisa ukusebenzisana kwabantu xa kuziwa kwinkonzo yabathengi. I-56% yabathengi bakhetha ukuthetha nommeli wenkonzo yabathengi bomntu, ngelixa i-11% kuphela ikhetha ii-chatbots ze-AI. Olu khetho lubonakala ngakumbi phakathi kwezizukulwana ezindala, kunye ne-65% ye-Baby Boomers ethanda inkxaso yabantu.

Ngokumalunga nokuziphatha kokukhangela, ingxelo igxininisa ukubaluleka okukhulayo kwezicwangciso ze-mobile-first kunye nokunyuka "kwabadali" njengemithombo enempembelelo yolwazi kunye nokuphefumlelwa. I-91% emangalisayo yabathengi bathenge imveliso emva kokubona isiphumo sokukhangela esifanelekileyo kwisixhobo sabo esiphathwayo, begxininisa imfuno yeebrendi zokwandisa umxholo wabo wokufunyanwa kunye nokuguqulwa kweselula. Ukongeza, i-59% yabathengi bathenge imveliso ecetyiswayo okanye ekhuthazwa ngumdali, ebonisa amandla entengiso yempembelelo ekuthengiseni ukuqhuba.

Xa kuziwa ekuthengeni imidiya yoluntu, i-Facebook ivela njengeyona ndawo ithembekileyo, kunye ne-33% yabathengi abavakalisa ukuzithemba ekwenzeni ukuthenga ngesayithi. I-Instagram ilandela ngokusondeleyo emva kwe-31%, ngelixa iTikTok ikwindawo yesithathu kwi-22%. Njengoko urhwebo lwentlalo luqhubeka nokufumana i-traction, iimpawu kufuneka zigxininise ekwakheni ukuthembela kunye nokuthembeka kula maqonga ngokubonelela ngolwazi oluchanekileyo lwemveliso, amaxabiso acacileyo, kunye nenkxaso yomthengi ophendulayo.

Ulindelo oluphezulu lwabathengi malunga nokuchaneka kwemveliso kunye nokunyaniseka kufuneka kubekwe phambili. I-83% epheleleyo yabaphenduli balindele ukuba iimveliso zihambelane neenkcazo zabo okanye imiboniso kwi-intanethi, ngelixa i-75% ithi ulwazi olulahlekisayo lwemveliso luya kuba nefuthe elibi kwindlela ababona ngayo uphawu. Ukuhlangabezana nolu lindelo, iibrendi kufuneka zilumke ngakumbi ukuze zinikeze iinkcazo ezicacileyo nezineenkcukacha zemveliso, kunokuba zicinge ngeemveliso zazo. Okanye, aba bathengi bancinci banokufuna ukubuyiselwa imali.

isiphelo

Iindlela zamva nje zabathengi kunye nezimvo zityhila imbonakalo-mhlaba eguqukayo nekhawulezayo evelayo, ebunjwe kukuhambela phambili kwetekhnoloji, ukungaqiniseki kwezoqoqosho, kunye nokutshintsha kwexabiso lentlalo. Ukuze uphumelele kule meko, iibrendi kufuneka zamkele indlela enemigangatho emininzi, zibeke phambili unxibelelwano oluyinyani, kwaye zibonise ukungafihli, uvelwano, kunye nokuzinikela okunyanisekileyo kwintlalontle yabathengi babo. Ngokuhlala uphilile, ulungele ukuvela kweemfuno zabathengi, kunye nokuhambelana neenqobo zabo, amashishini anokukhuthaza unxibelelwano olunzulu nabaphulaphuli kwaye akhusele indawo yabo ezintliziyweni nasezingqondweni zabathengi kwiminyaka ezayo.