Ngokwesiko imikhiqizo ibambisene nabathengisi bezitolo nabathengisi ukuthengisa imikhiqizo ngenkathi isebenzisa amasu okumaketha okuxhumana ngendlela eyodwa njengezikhangiso zamamagazini, izikhangiso ze-TV nezincwajana ukusabalalisa umlayezo wabo. Eminyakeni yamuva nje, amasu okubhekisa kumthengi (i-DTC) aqale ukusebenza njengoba i-inthanethi nenkundla yezokuxhumana iqhubeka nokukhula futhi ishintsha indlela esenza ngayo ibhizinisi.
Lesi sihloko sihlola ukuthi iyini i-DTC nokuthi ivele kanjani ngokuhamba kwesikhathi. Qhubeka ufunde ukuze uqonde ukuthi i-DTC ingathuthukisa kanjani ukuthengisa kwakho futhi isize ibhizinisi lakho libe nokuncintisana kakhulu.
Okuqukethwe
Iyini i-DTC 3.0?
Lokho i-DTC 3.0 engakunikeza
I-DTC brand case study
Imicabango yokugcina
Iyini i-DTC 3.0?
Ukumaketha kwe-DTC kuyindlela yokumaketha eguqukayo osekungamashumi eminyaka ikhona. I-DTC 3.0 egxile kuyo wukwakha umuzwa omuhle wamakhasimende ngokwenza ulayini oqondile wokuxhumana namakhasimende okuzoholela ebudlelwaneni obuqhubekayo. Ukuqonda okuthuthukisiwe kwezithameli eziqondiwe ngokusebenzisa ulwazi lokuqala kuvumela amabhrendi ukuthi acije izimfuno nezidingo zabo. Ikhono lezinkampani lokuthola le mpendulo eyigugu liqeda isidingo socwaningo olujulile lwemakethe nemikhankaso yokukhangisa.
Ekuqaleni, yaqala ngeminyaka yawo-1990 ngama-oda eposi, lapho amabhizinisi ayethumela khona izincwadi ngokuqondile kumakhasimende kunokuthembela ezinhlotsheni zendabuko zokumaketha. Le DTC 1.0 ivumele izinkampani ukuthi zimakethe futhi zenze ibhizinisi namakhasimende ngaphandle kosizo lomuntu ophakathi nendawo. Imikhiqizo manje isingakwazi ukulungisa kalula amasu abo okuthengisa ngokusekelwe kudatha yenkampani yokuqala.
Amathuba okumaketha kwe-DTC ashintshile ngokunwetshwa kwe-inthanethi. Amabhizinisi manje angafinyelela kubathengi ngamawebhusayithi, izikhangiso eziqondene nawe nama-imeyili. Inkathi ye-DTC 2.0 yayigxile ekuthengiseni imikhiqizo emisha ngokubhaliselwe ku-inthanethi kodwa empeleni yalingisa i-DTC 1.0 engaxhunyiwe ku-inthanethi.
Ithatha isinyathelo esilandelayo, i-DTC 3.0 isebenzisa i-inthanethi nokuxhumana okuqondile namakhasimende angaba khona ukuze acije abakufunayo. I-DTC 3.0 ivumela amakhasimende ukuthi asebenzisane nemikhiqizo eqonde ngqo kubathengi ngendlela efanayo namabhrendi ngaphambilini abesebenzisana ngayo namakhasimende. Lokhu kuxhumana okunokulinganisela kudala amathuba okuhlangenwe nakho okungcono kwamakhasimende kanye nemiphakathi yamakhasimende.
Lokho i-DTC 3.0 engakunikeza
Ukusebenzisa ukumaketha kwe-DTC 3.0 ukuze uthole idatha evela kumakhasimende akho kuzothuthukisa ubudlelwano bakho namakhasimende akho. Iphinde ithuthukise ubudlelwano bakho kwenye indawo ebalulekile: ukuvikela idatha yomsebenzisi.
Iminyaka ye-inthanethi ilethe ukuqoqwa kwedatha ngokusebenzisa amakhukhi, asiza ukuletha izikhangiso eziku-inthanethi kubathengi abathile. Inkundla yezokuxhumana namanye amasayithi aqoqa, aqoqe futhi athengise idatha yezinkampani zangaphandle njengendlela yokuthi amabhizinisi aqaphe ukuziphatha kwabathengi futhi afinyelele amakhasimende amasha. Ngenkathi amabhizinisi angasebenzisa lokhu marketing isu ngendlela ethile, kubangela ukungathembi ikhasimende.
Eminyakeni yamuva nje, ukulawulwa kwedatha kuyanda. Ekupheleni kuka-2022, iMeta, inkampani engumzali ye-Facebook, bavumelana ngesivumelwano sokunxeshezelwa ngamaRandi ayizigidi ezingama-725 ngokwephula amalungelo abasebenzisi bayo ngokuthengisa idatha yabo ngaphandle kwemvume. I-CNBC ibika lokho amazwe amaningi ase-US asungule imithetho yobumfihlo ezivikela idatha yomsebenzisi. Lo mkhuba okhulayo uphoqa amabhizinisi ukuthi aguqule amasu awo okumaketha ezindleleni ezisekelwe ku-DTC.
Ngenkathi abathengi beshintshela kakhulu ekuthengeni okungokoqobo, ukwakha isisekelo samakhasimende athembekile ngezimiso ze-DTC 3.0 ukuze sihlale sibalulekile kubalulekile. Ngokwamukela le modeli entsha yokumaketha ye-DTC 3.0, izinkampani zingadambisa ukukhungatheka kwamakhasimende azo futhi ziqoqe idatha yokuzithandela. Ubudlelwano obusekelwe ekuthembekeni buzongeza inani, bududuze futhi buthuthukise isithombe somkhiqizo.
Ezinye izindlela zokusebenzisa i-DTC ukuze wakhe ubudlelwano obunempilo namakhasimende akho zifaka:
- Ukumaketha nge-imeyili
- Abathonya bezokuxhumana
- Ukuphuma ngaphakathi
- Iziteshi zokuxhumana nabantu
- Izitolo zedijithali
- Imikhiqizo yangokwezifiso
- Ukuqamba umkhiqizo
- Ukugqugquzela umphakathi
- Izitolo ezibonakalayo
- SMS
- Ukuthengisa
- Okubhaliselwe
- Ukumaketha kwe-Digital
- Okuqukethwe kwevidiyo okusebenzisanayo
Ukwamukela isu eliqinile le-DTC 3.0 lokumaketha akunazo izithiyo. Ukumaketha kwe-DTC okusebenzayo kudinga ukutshalwa kwezimali okubalulekile kwesikhathi nemali ukuze uxhumane nekhasimende. Njengoba amakhasimende ekwazi ukuxhumana nomkhiqizo ngokuqondile, ukuthola impendulo yomphakathi engemihle kungaba yingozi, okuholela ekwehleni kokuthengisa. Nokho, i-DTC ingaholela ekulandeleni okuzinikele naphezu kwalezi zici ezingezinhle.
I-DTC brand case study
I-Nike, inkampani yezimpahla zezemidlalo enkulukazi emhlabeni, isisebenzise indlela ye-DTC. Nakuba i-Nike isebenzise amamodeli ebhizinisi e-DTC kusukela ngo-2011, muva nje bashintshe ukugxila ekusebenziseni i-DTC njengesu labo eliyinhloko lokumaketha. I-Nike iyekile ukudayisela abathengisi bezitolo abathengisa imikhiqizo yayo ezitolo zezitini nodaka, esikhundleni salokho bakhethe ukudayisela abathengi ngokuqondile ngohlelo lwayo lokusebenza, isitolo se-inthanethi, iwebhu nezinye iziteshi zedijithali.
I-Nike iphinde isebenzisa ukumaketha okunamandla kanye neziteshi zenkundla yezokuxhumana ukukhulisa ukuqwashisa ngomkhiqizo futhi inikeze okuhlukile isipiliyoni samakhasimende. Kunezindlela eziningi futhi zabathengi abavakashela indawo ebonakalayo ukuze bahlanganise ulwazi lwedijithali ngezici eziningi ezihlanganisiwe ze-smartphone.
Imicabango yokugcina
Ukusebenzisa amasu e-DTC kungasiza ibhizinisi lakho lithuthukise ukuthengisa kwalo nolwazi lwamakhasimende. Ngokuyeka izinqubo zokumaketha ezidinga ukusetshenziswa kwedatha yenkampani yangaphandle kanye nokwamukela ukuqoqwa kolwazi oluvela mathupha ngokuqondile kusisekelo samakhasimende akho, uzokwazi ukwakha abalandeli abathembeke kakhudlwana.
