Imibono Yokukhangisa Okukhokhelwayo Komphakathi Yamabhizinisi Amancane -

Ukungena emhlabeni wokukhangisa okukhokhelwa umphakathi njengebhizinisi elincane kuza nesethi yalo eyingqayizivele yezinselelo namathuba. Sifuna ucabange ngale bhulogi njengemephu yakho ewusizo ngokusebenzisa izwe lemibono yezikhangiso zokudala, lapho ukuba umdlali omncane empeleni kukunikeza amandla okuzama izindlela ezintsha ezinesibindi izinkampani ezinkulu ezingase zizibalekele.

Silapha ukuze sikuhambise kumaqhinga ahlukahlukene angasiza umkhiqizo wakho ugqame, uthintane nezithameli zakho ngeleveli yomuntu siqu, futhi uguqule labo abasanda kudlulisa amehlo babe abalandeli abazinikele. Ake sihlole ukuthi ibhizinisi lakho elincane lingashiya kanjani uphawu olukhulu ngezikhangiso ezibonisa ngempela izwi lakho eliyingqayizivele nombono.

Ukukhangisa okunobuhlakani okukhokhelwayo kwezenhlalo kwamabhizinisi amancane kufana nokuba ne-megaphone endaweni yedijithali - kukhulisa izwi lomkhiqizo wakho, kuqinisekise ukuthi ifinyelela ezindlebeni zalokho kanye ofuna ukulalela, kusukela kuskrola okuvamile kuya izethameli zakho eziqondiswe kakhulu. Ngamagama alula, kuyinqubo yokubeka izikhangiso ezinkundleni zokuxhumana lapho amakhasimende akho angaba khona echitha ingxenye enkulu yesikhathi sawo. Kodwa akukhona nje ngokuphonsa umlayezo wakho endaweni engenalutho futhi unethemba lokuhle. Leli su liqhutshwa idatha futhi liqondiswe kakhulu, elikuvumela ukuthi ucacise ukuthi ubani obona izikhangiso zakho ngokusekelwe ezintweni ezifana neminyaka, izintshisekelo, indawo, kanye nokuziphatha ku-inthanethi.

Okwenza ukukhangisa okukhokhelwayo komphakathi kugqame ikhono lakhona lokunqamula umsindo nokuletha imilayezo yomuntu siqu kubabukeli abahlukene kakhulu. Noma ngabe i-Facebook, Instagram, LinkedIn, noma i-TikTok, inkundla ngayinye inikezela ngamafomethi ahlukile namandla okukhomba, kusukela ezikhangisweni ezidonsa amehlo zezithombe nevidiyo kuya kumavoti asebenzisanayo kanye nokuthunyelwe okuthengwayo.

Ubuhle bomphakathi okhokhelwayo ukuguquguquka nokulinganiswa kwawo. Ungaqala ngebhajethi enesizotha, uhlole imilayezo ehlukahlukene nezithombe, bese ukhuphula lokho okusebenza kahle kakhulu, ngenkathi ulandelela ukusebenza ngesikhathi sangempela. Le ndlela yokufundisa ayigcini nje ngokukhulisa ukuqwashisa ngomkhiqizo kodwa futhi igqugquzela ukuguqulwa, noma ngabe lokho ukuvakasha kwewebhusayithi, ukuthengwa kwemikhiqizo, noma ukulandwa kwezinhlelo zokusebenza, okulenza libe ithuluzi eliyigugu kunqolobane yakho yokumaketha.

Kule minyaka eyishumi edlule, ukukhangisa komphakathi okukhokhelwayo kube noshintsho olukhulu futhi oluhlukahlukene njengokwakheka kwenkundla yezokuxhumana uqobo. Kusukela ezinsukwini zokuqala zezikhangiso ezilula zezibhengezo nokuthunyelwe okuxhasiwe, sesingene enkathini lapho ubuciko, ukusebenzisana, nokwenza kube ngokwakho kuthatha indawo eyinhloko, kushintsha indlela imikhiqizo exhumana ngayo nezithameli zabo.

Ekuqaleni kwawo-2010, izikhangiso zomphakathi ezikhokhelwayo zaziqondile futhi zinzima kakhulu, zigxile emilayezweni eqondile enokuqondisa okuncane. Izinketho bezinomkhawulo, futhi isici sokudala ngokuvamile sasithatha indawo engemuva ukuze sibonakale. Ngokushesha maphakathi nawo-2010, futhi sibone ukukhuphuka kokuqukethwe okubukwayo. Amapulatifomu afana ne-Instagram ne-Pinterest aqala ukubusa, ephusha imikhiqizo ukuthi icabange ngokubonakalayo nangobuciko mayelana nezikhangiso zabo. Lesi sikhathi siphawule isiqalo sendlela yobuhle yokukhangisa, ngezithombe namavidiyo wekhwalithi ephezulu okwaba yinjwayelo.

Ingxenye yokugcina yeshumi leminyaka ibone ushintsho olukhulu olubhekiswe kokuqukethwe kwamavidiyo, okugqugquzelwa ukwanda kokuthandwa kwamapulatifomu afana ne-YouTube, i-Snapchat, ne-TikTok. Izikhangiso zevidiyo azigcinanga nje ngokujwayelekile kodwa zalindelwe, namabhrendi asebenzisa yonke into kusukela kumafomethi amafushane, iziqeshana ezisheshayo kuya kumafomethi amade, okuxoxa indaba. Le nkathi iphinde yethula umqondo wokuqukethwe kwesikhashana, ngezikhangiso ezinyamalala ngemva kwamahora angu-24, ezikhuthaza ukuxhumana okuzenzakalelayo nokuyiqiniso.

Njengoba singena kuma-2020s, ukwenza kube ngokwakho kanye nokusebenzisana sekuphenduke isizinda semikhankaso eyimpumelelo ekhokhelwayo yezenhlalo. Intuthuko ku-AI nokufunda ngomshini inike amandla izikhangiso eziqondiswe kakhulu ngokususelwe ekuziphatheni komsebenzisi, izinto abazithakaselayo, ngisho nomlando wokuthenga, okwenza izikhangiso zihambisane kakhulu futhi zihehe kunangaphambili. Izikhangiso ezisebenzisanayo, okuhlanganisa izinhlolovo, imibuzo, nokuzizwisa kwe-augmented reality (AR), zimema abasebenzisi ukuthi bahlanganyele ngokuqondile nokuqukethwe, kuguqule izibukeli ezibukelayo zibe abahlanganyeli abakhuthele.

Namuhla, ukukhangisa komphakathi okukhokhelwayo okudala kubonakala ngenhlanganisela yakho yobuciko nesayensi. Kugxilwe ekudaleni ukuzizwisa okukhumbulekayo okuhambisana nezinga lomuntu siqu, kusetshenziswa imininingwane eqhutshwa idatha ukwazisa izinqumo zobuciko. Amabhrendi awagcini nje ngokuthengisa imikhiqizo kodwa izindaba, ulwazi, ngisho namagugu, angena emandleni ezinkundla zokuxhumana ukuze akhuthaze ukuxhumana okudlulela ngale kokuthenga. Njengoba sibheke esikhathini esizayo, ukuvela kokukhangisa komphakathi okukhokhelwayo kuthembisa amathuba engeziwe obuciko, ukwenza kube ngokwakho, nokuzibandakanya, okubeka inkundla yokuthi imikhiqizo isungule ngezindlela esisanda kuzicabanga.

Ukuze isikhangiso sigqame ngempela futhi sifinyelele umgomo waso, sidinga ukuphawula amabhokisi ambalwa, sihlanganise ubuhlakani nokuqonda kwamasu. Nali uhlu lwazo zonke izinto okufanele zifakwe isikhangiso esiyimpumelelo:

Sula Inhloso: Sonke isikhangiso kufanele sibe nomgomo ocacile. Kungakhathaliseki ukuthi ukukhulisa ukuqwashisa ngomkhiqizo, ukushayela ithrafikhi kuwebhusayithi, ukukhiqiza umkhondo, noma ukukhulisa ukuthengisa, umgomo uqondisa okuqukethwe kwesikhangiso kanye nokubizelwa esenzweni (CTA).
Ukuqonda Izithameli Eziqondiwe: Yazi ukhuluma nobani. Izikhangiso eziyimpumelelo zakhelwa ngokwezibalo zabantu, izintshisekelo, kanye nokuziphatha kwezethameli eziqondiwe. Lokhu kuqinisekisa ukuthi umlayezo uyazwakala futhi ubandakanya abantu abalungile.
Okubonwayo Okuphoqayo: Ezweni lapho okubonwayo kukhuluma kakhulu kunamagama, isikhangiso sakho kufanele sidonse amehlo. Sebenzisa izithombe zekhwalithi ephezulu noma amavidiyo ahambisana nobunikazi bebhrendi yakho futhi ahehe izethameli oziqondise.
Ikhophi Ehehayo: Umbhalo wesikhangiso sakho kufanele ube mfushane, ucace, futhi ukhuthaze. Idinga ukudlulisa umlayezo wakho ngempumelelo, ivuse imizwelo, futhi ithathe isinyathelo ngokushesha, konke lokhu kuyiqiniso ezwini lomkhiqizo wakho.
Ukubizela Esenzweni Okunamandla (CTA): Isikhangiso esiyimpumelelo sihlala sifaka i-CTA ecacile. Kungakhathaliseki ukuthi “Thenga Manje,” “Funda Kabanzi,” “Bhalisa,” noma “Thola Ukunikezwa,” i-CTA yakho kufanele icace futhi ikhuthaze umsebenzisi ukuthi athathe isinyathelo esilandelayo.
Ukuphakanyiswa kwexabiso: Gqamisa lokho okwenza umnikelo wakho uhluke. Isikhangiso sakho kufanele sikhulume ngezinzuzo noma izindawo zokuthengisa ezihlukile zomkhiqizo noma isevisi yakho, siphendule umbuzo wezithameli, “Ngizongisiza ngani?”
Ubufakazi bezenhlalakahle: Ukufaka izici zobufakazi bomphakathi, njengobufakazi bekhasimende, izilinganiso, noma ukuvumelana kwabathonya, kungakhuphula kakhulu ukwethembeka kwesikhangiso nokuthonya.
Ukusebenza Kwamaselula: Ngokuphequlula okuningi kwenkundla yezokuxhumana kwenzeka kumadivayisi eselula, ukuqinisekisa ukuthi isikhangiso sakho sibukeka sisihle futhi sisebenza kahle kuma-smartphone namathebulethi kubalulekile.
Ukuhlola Nokuthuthukisa: Isikhangiso esiyimpumelelo asilokothi kube idili lelodwa. Ukuhlola okuqhubekayo kwe-A/B kwezakhi ezihlukene (njengezihloko, izithombe, nama-CTA) kungakusiza ukuthi wenze ngcono isikhangiso sakho ukuze usebenze kangcono.
Ukulandelela kanye nezibalo: Sebenzisa izindlela zokulandelela ukuze ulinganise ukusebenza kwesikhangiso nezinjongo zakho. Ukuhlaziya ama-metrics afana ne-click-through rates (CTR), izilinganiso zokuguqulwa, nembuyiselo ekuchithweni kwezikhangiso (ROAS) kukuvumela ukuthi uqonde ukuthi yini esebenzayo futhi wenze izinqumo eziqhutshwa idatha.

Ukuhlanganisa lezi zici kuqinisekisa ngempumelelo ukuthi isikhangiso sakho asigcini ngokuthatha ukunaka kuphela kodwa futhi siqhuba isenzo, sikwenze ingxenye ephumelelayo yesu lakho lokumaketha lebhizinisi elincane.

Ukukhangisa okunobuhlakani okukhokhelwayo komphakathi sekuthuthukile ukuze kunikeze inkimbinkimbi yamafomethi, ngayinye yakhelwe ukubandakanya izethameli ngezindlela ezihlukile nezintsha. Nakhu ukubheka ezinye zezinhlobo ezahlukahlukene zezikhangiso ezikhokhelwayo zomphakathi ezingasebenzisa amabhrendi:

Izikhangiso zeCarousel: Lezi zikhangiso zivumela abasebenzisi ukuthi baswayiphe ezithombeni eziningi noma amavidiyo esikhangisweni esisodwa, ngasinye sinesixhumanisi saso. Izikhangiso ze-carousel zifanelekile ekuboniseni izici ezihlukene zomkhiqizo, ukuxoxa indaba yomkhiqizo, noma ukugqamisa imikhiqizo eminingi ngesikhathi esisodwa.
Izikhangiso Zendaba: Itholakala ezisekelweni ezifana ne-Instagram, Facebook, ne-Snapchat, izikhangiso zezindaba zivela phakathi kwezindaba zabasebenzisi, zinikeza isikrini esigcwele, umuzwa ogxilile. Alungele amaphromoshini azwela isikhathi noma izethameli ezihehayo ezinokuqukethwe okucebile, okushukumisayo.
Izikhangiso zevidiyo: Ngokukhula kokuqukethwe kwevidiyo, izikhangiso zevidiyo seziphenduke isisekelo ezinkundleni zokuxhumana. Zingasukela kuziqeshana ezimfushane, ezihlabayo kuye kwezinde, izingcezu ezixoxwayo, ezinikeza indlela enamandla yokudlulisa umlayezo wakho futhi zibandakanye ababukeli.
Izikhangiso Ezisebenzisanayo: Lezi zikhangiso zifaka izinto ezisebenzisanayo ezifana namapholi, imibuzo, noma ukuzizwisa kwe-augmented reality (AR), okukhuthaza ukubamba iqhaza okusebenzayo. Izikhangiso ezisebenzisanayo zinhle kakhulu ekukhuliseni ukuzibandakanya nokuqoqa impendulo yabasebenzisi.
Izikhangiso Zomphakathi Ezingaphakathi Okuphakelayo: Lezi zikhangiso zivela ngokuqondile kokuphakelayo komsebenzisi kwenkundla yezokuxhumana, zihlangana kalula nokuqukethwe kwemvelo. Angenziwa ngendlela oyifisayo ngombhalo, izithombe, amavidiyo, nama-CTA, okuwenza aguquguquke emigomeni yomkhankaso eyahlukene.
Izikhangiso ezithengwayo: Ukuhlanganisa i-e-commerce ngqo ezinkundleni zokuxhumana, izikhangiso ezithengekayo zivumela abasebenzisi ukuthi bathenge imikhiqizo ngaphandle kokushiya uhlelo lokusebenza. Lezi zikhangiso zifaka imikhiqizo emakiwe abasebenzisi abangayithepha ukuze bayithenge, okwenza kube lula ukuthenga.
Izikhangiso Zesizukulwane Esiholayo: Idizayinelwe ukuqoqa ulwazi kumakhasimende angaba khona, njengamakheli e-imeyili, ngaphandle kokuwadinga ukuthi ashiye inkundla yezokuxhumana. Lezi zikhangiso ziwusizo ikakhulukazi ekubhaliseni izincwadi zezindaba, ukunikezwa kwesilingo samahhala, noma ama-aphoyintimenti okubhukha.
Izikhangiso Ezinamandla: Izikhangiso ezishintshayo ziphromotha imikhiqizo kubasebenzisi ababonise intshisekelo kuwebhusayithi yakho, kuhlelo lwakho lokusebenza, noma kwenye indawo ku-inthanethi. Basebenzisa amasu okuqondisa kabusha ukuze banikeze izikhangiso eziqondene nawe ngokusekelwe ekusebenzelaneni okudlule.
Izikhangiso Zokuhlanganyela Ze-Influencer: Ukusebenzisa ukwethembeka nezethameli zabagqugquzeli, lezi zikhangiso zivela njengokuqukethwe okuxhasiwe ngaphakathi kokuphakelayo komgqugquzeli. Bahlanganisa imigqa phakathi kokuqukethwe okuphilayo nokukhokhelwayo, banikeze isikhalazo esiyiqiniso kakhudlwana.
Izikhangiso ze-Augmented Reality (AR).: Lezi zikhangiso ezisezingeni eliphezulu zisebenzisa ubuchwepheshe be-AR ukuze kudaleke ukuzizwisa okujulile, njengokuzama ukwenza izimonyo noma ukubona ifenisha ngeso lengqondo egumbini. Izikhangiso ze-AR ziheha kakhulu futhi zingathuthukisa kakhulu ukusebenzisana komsebenzisi nomkhiqizo.

Uhlobo ngalunye lwesikhangiso lunikeza izinzuzo ezihlukile futhi lungasetshenziswa ngobuchule ukuze kuhlangatshezwane nezinjongo zomkhankaso ezihlukahlukene, kusukela ekwakhiweni kokuqwashisa ngomkhiqizo kuya ekushayeleni ukuthengisa. Ngokuqonda amandla nokusetshenziswa kwalawa mafomethi, amabhrendi angakha imikhankaso yokukhangisa ekhokhelwa umphakathi ekhangayo ehambisana nezethameli eziqondiswe kubo.

Ubuciko bokwenza imikhankaso yokukhangisa ekhokhelwa umphakathi ephoqelelayo yebhizinisi lakho elincane sekuyiyonanto ehamba phambili kumabhrendi ahlose ukugqama futhi axhumane ngokweqiniso nezithameli zawo.

Ngokuhlukahluka kwezinkundla kanye nenqwaba yamathuluzi okudala esinawo, amathuba awapheli. Nokho, ukuzulazula kulolu lwandle olukhulu lwamathuba ngokuvamile kungase kuzizwe kungaphezu kwamandla. Ukuze sikhanyise indlela, sikhethe imiqondo emisha kanye nezibonelo zangempela ezivela ezinkampanini ezisebenzise ngempumelelo amandla okukhangisa okukhokhelwayo komphakathi. Le mininingwane ayibonisi nje kuphela amandla okusebenzisa inkundla yezokuxhumana ukuze imakethe ibe nomthelela kodwa futhi isebenza njengomthombo wogqozi lwemikhankaso yakho.

Sebenzisa ama-Cinemagraphs

Idea: Faka ama-cinemagraphs—izithombe ezisekhona lapho ukunyakaza okuncane nokuphindaphindiwe kwenzeka—ukuze ubambe iso loskrola.
Isibonelo: Ozakwethu be-Flixel nemikhiqizo ehlukahlukene ukuze bakhe izikhangiso ze-cinemagraph ezimangalisayo zezinkundla zokuxhumana, bakhuphule ngokuphawulekayo amazinga okuzibandakanya ngokungeza isici sokunyakaza okucashile kulokho obekungaba izithombe ezimile. (Chofoza isithombe ukuze ubone ukhilimu uhamba!)

Amapholi Asebenzisanayo kanye nemibuzo:

Idea: Xhumana nezithameli zakho ngamapholi asebenzisanayo noma imibuzo ezikhangisweni zakho, okwenza ukuzizwisa kwesikhangiso kuhehe futhi kube ngokwakho.
Isibonelo: I-BuzzFeed iyingcweti ekusebenziseni imibuzo kucebo layo lokuqukethwe. Isibonelo, babambisene ne-HBO ukuze benze imibuzo exhasiwe, “Iyiphi 'Igeyimu Yezihlalo Zobukhosi' Oyingxenye Yakho?”, eqhuba ukusebenzelana okubalulekile nengxoxo phakathi kwabalandeli balo mdlalo.

Okuqukethwe Okungemuva Kwezigcawu:

Idea: Yabelana ngokuqukethwe ngemuva kwesigcawu (i-BTS) ezikhangisweni zakho ukuze wenze umkhiqizo wakho ube ngumuntu futhi uxhumane nezithameli zakho ngeleveli yomuntu siqu.
Isibonelo: I-GoPro isebenzisa njalo iziteshi zayo zokuxhumana ukuze yabelane ngokuqukethwe kwe-BTS nokuqukethwe okukhiqizwa umsebenzisi (i-UGC), ikhombisa amakhono amakhamera ayo ezimeni zomhlaba wangempela, ngaleyo ndlela ikhuthaze ababukeli ukuthi bacabange amathuba. Lokhu futhi kusebenza kahle njengokuqukethwe okuthuthukisiwe.

Okuthunyelwe Okuthengekayo:

Idea: Sebenzisa okuthunyelwe okuthengekayo ukwenza kube lula kubasebenzisi ukuthenga imikhiqizo ngokuqondile esikhangisweni.
Isibonelo: I-Adidas isebenzise okuthunyelwe okuthengekayo kwe-Instagram ukumaka imikhiqizo ezithombeni, okuvumela abasebenzisi ukuthi bathephe futhi bathenge ngokuqondile kokuthunyelwe, bexhumanisa ngaphandle komthungo ukusebenzelana komphakathi ne-e-commerce.

Imikhankaso yokuqukethwe okukhiqizwa ngumsebenzisi (i-UGC):

Idea: Khuthaza futhi usebenzise i-UGC ezikhangisweni zakho ukuze wakhe umphakathi nobuqiniso eduze komkhiqizo wakho.
Isibonelo: Umkhankaso we-Coca-Cola othi “Yabelana Nge-Coke” umeme abasebenzisi ukuthi babelane ngezikhathi zabo namabhodlela e-Coke aqondene nawe, bese basebenzisa lezi zithombe ezikhangisweni zabo ezikhokhelwayo, ezithinta ngokujulile izethameli ngokugqamisa ukuzizwisa kwangempela, okuhlobene.

Iminikelo Yesikhathi Esinomkhawulo:

Idea: Dala umuzwa wokuphuthuma ngezikhangiso ezithuthukisa imititilizo yesikhathi esilinganiselwe noma amadili akhethekile.
Isibonelo: I-Amazon isebenzisa amadili azwela isikhathi emikhankasweni yayo yoSuku Olukhulu, igqamisa okunikezwayo kwesikhathi esilinganiselwe ukuze iqhubekisele phambili isenzo esisheshayo futhi yandise ukuthengisa ngesikhathi sokuphromotha.

Ukusebenzisana Kwe-Influencer:

Idea: Uzakwethu nabagqugquzeli ukuze udale okuqukethwe okuxhasiwe okuzwakala kuyiqiniso futhi okufinyelela izethameli ezibanzi, kodwa ezihlosiwe.
Isibonelo: I-Gymshark isebenzisana nabagqugquzeli bokufaneleka ababelana ngokujima kwabo nohambo lokufaneleka begqoke izingubo ze-Gymshark, bafinyelele ngempumelelo abathanda ukufaneleka ngendlela eqotho nehehayo.

Imicimbi ebonakalayo nama-Webinars:

Idea: Singatha imicimbi ebonakalayo noma ama-webinars futhi usebenzise izikhangiso zomphakathi ukuze umeme izethameli zakho ezihlosiwe. Le ndlela ingathuthukisa ukubhaliswa futhi ikhuthaze umuzwa womphakathi oseduze nomkhiqizo wakho noma i-niche.
Isibonelo: I-LinkedIn iphromothe uchungechunge lwayo lwama-webinars ngezikhangiso eziqondiwe kochwepheshe abanentshisekelo yokuthuthukisa amakhono abo, ukushayela izinombolo ezibalulekile zokubhalisa ngokungena esifisweni sabasebenzisi bayo sokuthuthukisa umsebenzi.

I-Flash Sales Nezibali-zikhathi zokubala:

Idea: Hlanganisa izikhathi zokubala zehla ezikhangisweni zakho ukuze uthole ukuthengiswa kwe-flash, udale umuzwa wokuphuthuma okhuthaza isinyathelo esisheshayo esivela ezibukelini.
Isibonelo: I-Sephora isebenzisa Izindaba ze-Instagram ezinezitikha zokubala zehla ekuthengisweni kwayo kobuhle be-flash, inxusa abalandeli ukuthi bathathe isinyathelo ngokushesha ukuze bathole amadili, okuholela ekuthengisweni kwenyuka ngesikhathi sokukhushulwa.

Izihlungi namalensi anebhrendi:

Idea: Yakha izihlungi ezinebhrendi noma amalensi ezinkundla ezifana ne-Snapchat ne-Instagram, bese uzikhuthaza ngezikhangiso ezikhokhelwayo ukuze ukhuthaze ukusebenzisana kwabasebenzisi nokudalwa kokuqukethwe ngezinto zomkhiqizo wakho.
Isibonelo: U-Pepsi uqalise ilensi ye-Snapchat evumela abasebenzisi ukuthi badlale igeyimu yebhola ngaphakathi kohlelo lokusebenza, iphromotha isihlungi ngezikhangiso ezikhokhelwayo ngesikhathi se-Super Bowl, okuholele ekwandiseni ukuzibandakanya nokubonakala komkhiqizo.

Amavidiyo Obufakazi Bekhasimende:

Idea: Dala izikhangiso ezinobufakazi bevidiyo obuvela kumakhasimende anelisekile, uboleka ubuqiniso kumkhiqizo wakho kanye nezimangalo zomkhiqizo, futhi uthuthukise ukwethembana phakathi kwabangase babe abathengi.
Isibonelo: I-Slack isebenzisa amavidiyo obufakazi bekhasimende ezikhangisweni zayo ze-Facebook, ebonisa ukuthi izinkampani ezihlukene ziye zalulamisa kanjani ukuxhumana zisebenzisa inkundla yazo, zisebenzisa ngempumelelo izindaba zangempela ukuze zakhe ukwethembeka.

Amaqoqo Ahlanganyelwe:

Idea: Yethula iqoqo lokuhlanganyela nomunye umkhiqizo noma umgqugquzeli, usebenzisa izikhangiso zomphakathi ukuze ugqamise ubambiswano futhi uhehe kokubili abalandeli kumkhiqizo noma isevisi yakho.
Isibonelo: I-Nike kanye ne-Apple babambisane ochungechungeni lwe-Apple Watch Nike, basebenzisa izikhangiso zenkundla yezokuxhumana ukuze bagqamise ukuhlanganiswa okungenamthungo kohlelo lokusebenza olusebenzayo lwe-Nike ne-Apple Watch, okukhanga kuzo zombili izethameli ezigxile kubuchwepheshe kanye nokufaneleka.

Ukwethulwa Komkhiqizo Osebenzisanayo:

Idea: Ngokuqaliswa komkhiqizo omusha, sebenzisa izikhangiso ezisebenzisanayo ezifaka amademo omkhiqizo noma ukuzizwisa okungokoqobo okungathandwa kwabathelisi esikubona, okuvumela abasebenzisi ukuthi "bazame" umkhiqizo wakho cishe.
Isibonelo: U-Ray-Ban usebenzise izikhangiso ze-Facebook ezibonisa inketho yento engekho ngokoqobo e-augmented evumela abasebenzisi ukuthi bazame izibuko zelanga cishe, ihlinzeka ngendlela ejabulisayo nesebenzisanayo kumakhasimende angaba khona ukuze bathole amapheya abo aphelele.

Amaphromoshini e-Geo-Targeted:

Idea: Sebenzisa i-geo-targeting ezikhangisweni zakho ukukhuthaza imicimbi yasendaweni, ukuvulwa kwezitolo, noma amadili akhethekile atholakala ezifundeni ezithile, okwenza izikhangiso zakho zihambisane kakhulu nezithameli zendawo.
Isibonelo: I-McDonald's isebenzisa izikhangiso eziqondiswe kwi-geo ku-Facebook ukuze imemezele izinto zemenyu ezikhethekile noma amadili atholakala ezindaweni eziseduze, ukushayela ithrafikhi yezinyawo ukuya ezitolo.

Izinselelo ze-Hashtag:

Idea: Dala inselele ye-hashtag futhi uyikhuthaze ngezikhangiso ezikhokhelwayo, ukhuthaze ukubamba iqhaza kuyo yonke inkundla futhi ukhuthaze okuqukethwe okukhiqizwa umsebenzisi.
Isibonelo: Inselelo kaChipotle ethi #GuacDance ku-TikTok ikhuthaze abasebenzisi ukuthi babonise iminyakazo yabo ehamba phambili yokudansa enetimu ye-avocado, okuholele ekwenyukeni okuyirekhodi ekuthengisweni kwe-guacamole.

Imikhankaso Yesizini Neyamaholide:

Idea: Yakha imikhankaso enetimu emayelana namaholide noma izinkathi zonyaka, usebenzisa okubonwayo nemiyalezo ehambisana nomoya wangaleso sikhathi, ukuze ubandakanye izethameli zakho ngesikhathi.
Isibonelo: Umkhankaso wenkomishi yeholide ye-Starbucks minyaka yonke usebenzisa izikhangiso ze-Instagram ukuze ubonise imiklamo yayo yenkomishi yesizini, imema amakhasimende ukuthi agubhe isizini ngeziphuzo zawo zamaholide eziyintandokazi.

Njengoba sihlole lezi zibonelo ezihlukahlukene nemibono yokudala, ukhiye wokukhangisa okuphumelelayo okukhokhelwayo usekuqondeni izethameli zakho, ukwamukela ukuqanjwa okusha, kanye nokuhlala uthembekile ezwini lomkhiqizo wakho.

Kungakhathaliseki ukuthi kungokuqukethwe okusebenzisanayo, ukusebenzisa ubuchwepheshe bakamuva be-AR, noma ukungena emandleni okuqukethwe okukhiqizwa umsebenzisi, ithuba lokudala ukuxhumana okunenjongo nezithameli zakho likhulu. Vumela lezi zibonelo zikukhuthaze ukuthi udlule imingcele yalokho okungenzeka emizamweni yakho yokukhangisa. Khumbula, emhlabeni oguquguqukayo wezinkundla zokuxhumana, ubuhlakani obuhambisana nokuqondisisa bungenza umlayezo webhizinisi lakho elincane ube yinto engasoze yalibaleka ezithamelini zakho.

A1: Impela! Amabhizinisi amancane anenzuzo yokushesha futhi ngokuvamile angakha imikhankaso yomuntu siqu, eqondiwe ngokushesha. Ngokusebenzisa amasu okukhangisa okudala nokuqonda izethameli zabo ezihlukile, amabhizinisi amancane angakha imikhankaso enomthelela ethinta ngokujulile imakethe yawo eqondiwe, ngokuvamile ngenani elincane lezindleko.

A2: Ukuphumelela kwezindleko zenkundla yezokuxhumana kuncike kuzithameli zakho ezithile kanye nemigomo. Amapulatifomu afana ne-Facebook ne-Instagram anikezela ngezinketho zokukhangisa eziguquguqukayo ezifanele uhla lwezabelomali, ezinezinketho ezinemininingwane zokukhomba. Kodwa-ke, ukuhlola amapulatifomu amasha afana ne-TikTok kunganikeza ukuzibandakanya okuphezulu ngezindleko eziphansi, kuya ngesibalo sabantu okuhlosiwe.

A3: Isilinganiso sempumelelo singahluka ngokusekelwe ezinhlosweni zomkhankaso wakho kodwa ngokuvamile sihlanganisa amamethrikhi okulandelela afana namazinga okuzibandakanya, amanani okuchofoza (CTR), amanani okuguqulwa, kanye nembuyiselo ekuchithweni kwezikhangiso (ROAS). Izinkundla eziningi zokuxhumana zihlinzeka ngamathuluzi ezibalo akusiza ukuthi uqaphe lawa mamethrikhi, akunikeza imininingwane yokuthi izikhangiso zakho zisebenza kahle kangakanani nalapho kungase kudingeke khona ukulungiswa.

Q4: Yimiphi eminye imibono yokuqukethwe kokusungula yamabhizinisi amancane afuna ukugqama?

I-A4: Amabhizinisi amancane angahlola izinhlobonhlobo zemibono yokuqukethwe kobuciko, okufana namazwibela angemuva kwenkundla yebhizinisi lakho, amavidiyo obufakazi bamakhasimende, imibuzo esebenzisanayo noma izinhlolo-vo, imikhankaso yokuqukethwe okukhiqizwa abasebenzisi, kanye neminikelo yesikhathi esilinganiselwe edala ukuphuthuma. Izindaba zomuntu siqu kanye nezigigaba ezibalulekile ezihambisana nohambo lomkhiqizo wakho nazo zingakha ukuxhumana okuqinile nezithameli zakho.

I-A5: Kubalulekile ukubuyekeza njalo futhi ulungise isu lakho lokukhangisa ngokusekelwe kudatha yokusebenza nokushintsha amathrendi emakethe. Kodwa-ke, ukulungisa kabusha isu eliphelele kungase kungadingeki ngaphandle kwalapho ubona izinguquko ezinkulu ekuziphatheni kwezithameli, ama-algorithms enkundla, noma amazinga omkhakha. Ukubuyekezwa kwekota kungakusiza ukuthi uhlale uhambisana nemigomo yakho futhi uzivumelanise njengoba kudingeka.

I-A6: Isibonelo esisodwa esiphawulekayo umkhankaso we-Metro Trains Melbourne othi “Dumb Ways to Die”, okuthe, naphezu kokungelona ibhizinisi “elincane” ngomqondo ovamile, wasebenzisa isabelomali esincane ngendlela yokudala. Badale ividiyo yomculo ehehayo, epopayi ukukhuthaza ukuphepha kwesitimela, eyasabalala ezinkundleni zokuxhumana. Lo mkhankaso ubonisa ukuthi ukusungula kungaholela kanjani ekuhlanganyeleni okuphezulu, ngisho nezinsiza ezilinganiselwe.

Q7: Ingabe okuqukethwe okukhiqizwa umsebenzisi (UGC) kusebenza kahle ekukhangiseni amabhizinisi amancane?

A7: Yebo, i-UGC ingasebenza ngendlela emangalisayo kumabhizinisi amancane. Akunciphisi kuphela izindleko zokudala okuqukethwe kodwa futhi kwakha umphakathi nokuthembana ngokubonisa ulwazi lwangempela lwamakhasimende. Ukukhuthaza amakhasimende akho ukuthi abelane ngezindaba zawo noma izithombe futhi abonise lokhu okuqukethwe ezikhangisweni zakho kungathuthukisa ubuqiniso nokuzibandakanya.

I-A8: Gwema ukwenza izikhangiso zakho zithengiswe kakhulu noma zisuswe ezwini loqobo lomkhiqizo wakho. Ukwengeza, ukunganaki ukuchaza imigomo ecacile noma ukwehluleka ukukhomba izikhangiso zakho ngendlela efanele kungaholela ekusebenzeni kabi. Kubalulekile futhi ukuqinisekisa ukuthi amakhasi akho okubikezela athuthukisiwe ukuze aguqulwe, njengoba nezikhangiso ezinobuciko kakhulu zingawela phansi uma ulwazi lomsebenzisi lushoda ngokuchofoza ngemuva.

Ngokubhekana nale mibuzo evamile, amabhizinisi amancane angazulazula kangcono ezinkingeni zokukhangisa okukhokhelwayo komphakathi, asebenzise amasu okudala okuthuthukisa ukubonakala kwawo nokuzibandakanya ezinkundleni zokuxhumana.

Njengoba siphetha ukuhlola kwethu ukukhangisa okukhokhelwayo komphakathi kwamabhizinisi amancane, kuyacaca ukuthi amathuba wamabhizinisi amancane ukuthi akhanye endaweni yedijithali makhulu futhi ayahluka njengoba umcabango uvumela. Kusukela ekuthuthukiseni okwakamuva kokuqukethwe okusebenzisanayo nemikhankaso ekhiqizwe abasebenzisi ukuya ekujuleni kokuhlaziya okwazisa izikhangiso ezihlakaniphile, ezibandakanya kakhudlwana, indlela eya ekubeni khona kwenkundla yezokuxhumana enomthelela iklanywe ngobuciko, ukuqonda kwamasu, nokuqonda okujulile kwezithameli zomuntu.

Amabhizinisi amancane anekhono eliyingqayizivele lokuzulazula ngokushesha, amukele amathrendi amasha, futhi adale imilayezo ezwakalayo ekhuluma ngqo nezinhliziyo nezingqondo zabathengi abaqondiswe kubo. Ngokusebenzisa imibono namasu okuxoxiwe ngawo—kusuka ekuhileleni imicimbi ebonakalayo kuya ekusetshenzisweni okusha kwe-AR nangale kwalokho—amabhizinisi amancane angazakhela esawo isikhala esibalulekile emkhakheni wezokuxhumana ominyene.

Khumbula, ukukhangisa okuphumelelayo okukhokhelwayo komphakathi kwamabhizinisi amancane akukhona nje mayelana nezithombe ezibukwayo noma iziqubulo ezihehayo; kumayelana nokwenza ukulandisa kanye nolwazi olubonisa ubunikazi bomkhiqizo wakho, amanani, kanye nezixazululo ezihlukile ozinikezayo ezidingweni zamakhasimende akho. Akukhona nje ukukhuluma nezithameli zakho kodwa ukuzilalela, ukuzibandakanya, nokwakha ubudlelwano obudlula okwenziwayo.

Kule nkathi yedijithali, lapho konke ukuchofoza nokuskrola kubambe amandla okuxhumana, amabhizinisi amancane anethuba lokusebenzisa ukukhangisa okukhokhelwayo komphakathi hhayi nje njengethuluzi lokukhula, kodwa njengendlela yokufaka isandla ngokweqiniso emphakathini wawo nokwenza uphawu emhlabeni. Vumela izibonelo nemininingwane eyabiwe lapha ikukhuthaze ukuthi ucabange ngaphandle kwebhokisi, usungule, futhi uphakamise umkhiqizo wakho ngezindlela ezingagcini ngokubonwa nezingezwakali kodwa ezizwakalayo nezikhunjulwayo.

Kubo bonke abanikazi bamabhizinisi amancane nabakhangisi abakhona abalungele ukuyisa ukukhangisa kwabo ezinkundleni zokuxhumana ezingeni elilandelayo: isiteji sedijithali simisiwe, izethameli zilindile, futhi ukugqama kungokwakho okufunayo. Yamukela amandla okukhangisa okukhokhelwayo komphakathi, futhi ubuke njengoba umkhiqizo wakho ukhula, uhlanganyela, futhi uchuma emhlabeni onamandla wezokuxhumana.

Umthombo ovela I-Sociallyin

Ukuzihlangula: Ulwazi olubekwe ngenhla luhlinzekwa yi-sociallyin.com ngaphandle kwe-Cooig.com. I-Cooig.com ayenzi izethulo namawaranti mayelana nekhwalithi nokuthembeka komdayisi nemikhiqizo.

Ukuthengisa nokumaketha