Ukukhangisa kwedijithali kuyashintsha ngokuhambisana nezinguquko ezenzeka ezindaweni zethu ezijwayelekile ezenziwe ngedijithali. Kubantu abaningi emhlabeni wonke, izindlela zokuqhela zasheshisa ukuphuma kwezinto ezingokoqobo, zangempela zomuntu kuye kwezangempela. Lokhu, kanye namathrendi aqhubekayo edijithali, kube nomthelela endleleni abantu abasebenzisa ngayo kokubili kanye nokukhangisa.
Kulesi sihloko, sizobheka ukukhangisa kwedijithali, sihlaziye amasu ahlukene, amathuluzi, nezinkundla ezitholakalayo kubakhangisi. Sizobe sesihlola ukuthi kungani ukusebenzisa amanye amasu okukhangisa kwedijithali kuzoba ukhiye ekuqhubekiseni ukufinyelela kubathengi ngempumelelo nokwenza ukuguqulwa okuphezulu kanye nembuyiselo ekutshalweni (i-ROI) kwebhizinisi lakho.
Okuqukethwe
Uhlolojikelele lwemakethe yokukhangisa yedijithali
Izinhlobo ezingu-8 zokukhangisa kwedijithali okufanele uzazi
Kungani ukukhangisa kwedijithali kuzothuthukisa ukuthengisa kwakho ngo-2022
Hamba kudijithali noma uye ekhaya!
Uhlolojikelele lwemakethe yokukhangisa yedijithali
Izibalo ze-Statista umbiko ekusetshenzisweni kokukhangisa kwedijithali emhlabeni wonke kukhomba eqinisweni lokuthi ukusetshenziswa kwezikhangiso zedijithali bekulokhu kukhula eminyakeni edlule. Ukukhangisa kwedijithali emhlabeni wonke kubalwa ukuthi kufike ku-$378.16 billion ngo-2020.
Ukukhangisa kwedijithali kunamafomethi ahlukahlukene azohlolwa esigabeni esilandelayo. Kulokhu, amafomethi edijithali abusayo kube kusesho kanye nezenhlalo. Imali engenayo yokukhangisa emhlabeni wonke ebhaliswe kusukela ngo-2017 kuya ku-2025 imibukiso ukuthi engqikithini yamabhiliyoni a-US$414 asetshenziselwe lesi sikhathi, ukusetshenziswa kwezikhangiso zokusesha kubalele cishe amaRandi ayizigidi eziyizinkulungwane eziyi-168 kanti ukusetshenziswa kwezikhangiso ezinkundleni zokuxhumana kubalele amaRandi ayizigidi eziyizinkulungwane eziyi-122.
Ukuqhubekela phambili, ukuqagela ukuthi ukusesha kuzoqhubeka nokuba yifomethi yokukhangisa yedijithali edume kakhulu phakathi kwabakhangisi, njengoba kunjalo. kulindelwe ukuze okungenani sibe nama-40% esabelo semakethe ngo-2025.
I-inthanethi yeselula isiphinde yaba ngomunye wemikhakha engaphansi etshalwe kakhulu kwezokukhangisa kwedijithali. Ukuchitha imali ekukhangiseni kwe-inthanethi yeselula kulindelwe ukukhuphuka kusuka ku-US $ 276 billion ngo-2020 kuya cishe ku-US $ 495 billion ngo-2024.
Kuyacaca ukuthi kunemali eningi ezungezayo uma kuziwa ekusetshenzisweni kwezikhangiso, kodwa uma ubheka imbuyiselo yomthelela, njengoba kuzohlolwa ezigabeni ezilandelayo, kulula ukubona ukuthi kungani abakhangisi bephindaphinda kabili phansi kwedijithali.
Izinhlobo ezingu-8 zokukhangisa kwedijithali okufanele uzazi
Ukuze siqonde ngokugcwele ububanzi nomthelela wokukhangisa kwedijithali, ake sihlole izindlela ezihlukene zokukhangisa kwedijithali amabhizinisi anazo.
1. Khombisa ukukhangisa
Ukukhangisa kokubonisa kubhekisela ezikhangisweni ezidalelwe ukukhangisa imikhiqizo namasevisi ngokusebenzisa okubonwayo noma umbhalo. Izikhangiso zibe sezikhonjiswa kumawebhusayithi athile ngaphakathi kwenethiwekhi yokubonisa yenjini yokusesha (njenge-Google Display Network). Abakhangisi bafinyelela kubasebenzisi be-inthanethi noma baqondise kubathengi njengoba bephequlula amawebhusayithi, behlola ama-imeyili abo, bebuka amavidiyo, noma besebenzisa amadivaysi eselula.
2. Ukukhangisa kokusesha okukhokhelwayo
Ukukhangisa kokusesha okukhokhelwayo kubhekisela ezikhangisweni eziboniswa njengengxenye yemiphumela yosesho ebuyiselwa kumsebenzisi lapho efuna okuthile enjinini yakhe yokusesha. Lezi zikhangiso zenzelwe ukubekwa ezinjinini ezifana ne-Google, i-Bing, ne-Yahoo!. Abakhangisi basebenzisa i-Search Engine Optimization (SEO) ukuze izikhangiso zabo ziboniswe lapho amagama angukhiye athile aseshwa.
3. Ukukhangisa ngeselula
Ukukhangisa kwamaselula kubhekisela ekukhangiseni okuvela kumadivayisi eselula, okuhlanganisa ama-smartphone namathebulethi. Lezi zikhangiso zingaba ngendlela yezikhangiso zombhalo zisebenzisa i-SMS noma ukubekwa kwesibhengezo abasebenzisi abazokubona kushumekwe kumawebhusayithi eselula.
4. Ukuqamba kabusha/ukumaketha kabusha
Izikhangiso ezikhomba kabusha, okuhlukile ezaziwa ngokuthi izikhangiso zokumaketha kabusha, zibhekisela ezikhangisweni ezibekwe ukuze ziqondise abasebenzisi abathile be-inthanethi abake bavakashela iwebhusayithi ethile kodwa abangazange baguqulele kumakhasimende ebhizinisi elithile.
5. Ukukhangisa ngevidiyo
Ukukhangisa ngevidiyo kubhekisela ezikhangisweni ezisebenzisa okuqukethwe kwevidiyo okuphakelayo futhi zifaka isithonjana sevidiyo.
6. Ukukhangisa kwezokuxhumana
Ukukhangisa kwenkundla yezokuxhumana kubandakanya izinhlobo ezahlukene zezikhangiso ezikhonjiswa kubasebenzisi ezinkundleni zokuxhumana ezifana ne-Facebook, Instagram, Twitter, ne-YouTube. Lokhu kufaka phakathi izikhangiso zezithombe, izikhangiso ze-carousel, izikhangiso zevidiyo, izikhangiso zemikhiqizo, izikhangiso zeqoqo, izikhangiso eziholayo, izikhangiso zombhalo, nezikhangiso ezisebenzisanayo.
7. Ukukhangisa kwendabuko
Ukukhangisa komdabu kubhekisela ekukhangiseni okufana nokubukeka nomuzwa wemidiya/inkundla ezivezwa kuyo. Lokhu kuvame ukutholakala kokuphakelayo kwenkundla yezokuxhumana noma ngendlela yokuqukethwe okunconyiwe kuwebhusayithi ethile.
I-8. Ukumaketha nge-imeyili
Ukumaketha nge-imeyili kuwuhlobo lokumaketha kwedijithali nokumaketha okuqondile okusebenzisa ama-imeyili athunyelwa abakhangisi kubasebenzisi ukukhuthaza imikhiqizo noma amasevisi ebhizinisi elithile.
Kungani ukukhangisa kwedijithali kuzothuthukisa ukuthengisa kwakho ngo-2022
Njengoba sinesizinda sokukhangisa kwedijithali, manje sesingakwazi ukungena kokuthi kungani amathuluzi okukhangisa nezindlela ezihlinzekwa yidijithali zingasiza ibhizinisi lakho ukuthi ligqame futhi ekugcineni liholele enzuzweni enkulu.
1. Umhlaba uhamba ngedijithali
Ezohwebo, ezokungcebeleka, ezemfundo, kanye nempilo njengoba sazi ukuthi zidlula ezinhlotsheni ezahlukahlukene zenguquko yedijithali njengoba ubuchwepheshe bedijithali buhlanganiswa kakhulu ezimpilweni zethu zansuku zonke eziqhutshwa yizinyathelo zakamuva zokuqhela.
Umbiko kaMcKinsey imibukiso ukuthi ezinkampanini eziningi, izinyathelo zokuqhela ziholele ekusheshisweni kokwenziwa kwedijithali kokusebenzelana kwamakhasimende ngeminyaka emi-3 noma emi-4. Isiqephu esikhulu sezimpilo zabantu saqala ukuphilwa ku-inthanethi.
Emabhizinisini, lokhu kusho ukuthi inkundla abangazuza ngayo ukunakwa ngabathengi bawo futhi iyidijithali. Ukukhangisa kuvame ukubukisa izitayela zokuxhumana zangaleso sikhathi, ngakho-ke uma abantu bechitha isikhathi sabo kumaselula noma ezinkundleni zokuxhumana, sizokubona lokhu kubonakala ekusetshenzisweni kwemali okwandayo ekukhangiseni kweselula nezokuxhumana (njengoba bekunjalo).
Ukuzibandakanya ekukhangiseni okudijithali kwebhizinisi lakho kusho ukusebenzelana nabathengi bakho lapho bebuthene khona—ku-inthanethi.
2. Imidiya yesikhangiso esiyidijithali idlula imidiya evamile engaxhunyiwe ku-inthanethi
Umbiko we-Statista ngenzuzo yokukhangisa yomhlaba wonke kusukela ngo-2017 kuya ku-2025 imibukiso ukuthi ukukhula okubonakale kudijithali empeleni kunxephezela ukwehla okuphawulekayo okubonwe ekukhangiseni okujwayelekile.
E-US, ngokwesibonelo, idatha ibonisa ukusetshenziswa kwezikhangiso zedijithali empeleni kukhule ngo-16.2% uma kuqhathaniswa nonyaka odlule. Emhlabeni jikelele, imali engena ngezikhangiso zedijithali ibhaliswe ku-EUR 414 billion kanti imali yezikhangiso ezivamile ime kuma-EUR 227 billion. Lo mehluko kulindeleke ukuthi uqhubeke, njengoba izilinganiso zikhombisa u-EUR 530 billion wemali engenayo yezikhangiso zedijithali, kanti imali engenayo yezikhangiso ezivamile ibingeke yehle ibe ngama-EUR 220 billion.
Lezi zibalo zibonisa ukubaluleka okuqiniswayo kwamafomethi okukhangisa kwedijithali ngokuhambisana nokukhangisa kwendabuko. Uma kubhekwa ngokombono womthengi, kukhombisa nakakhulu ukuthi kungani abakhangisi bethambekela ekukhangiseni kwedijithali futhi behlisa ukutshalwa kwezimali kwabo emithonjeni yendabuko yokukhangisa.
Idatha yenhlolovo ye-Statista 2019 imibukiso ukuthi ngaphezu kwesigamu sabaphenduli ababuzwayo abavela emazweni omhlaba wonke kungenzeka bazibandakanye nezikhangiso zedijithali ezibekwe ezindaweni eziku-inthanethi zekhwalithi ephezulu. Abaphendulayo base-Indonesia babenethuba eliphindwe ngo-78% lokuzibandakanya nokuqukethwe kwesikhangiso, i-Singapore ibe ngu-66%, i-UK ne-France ingu-65%, i-Canada ibe ngu-55%, kanti i-US ibe ngu-52%. Izibalo ziyahlukahluka emhlabeni wonke futhi zibonisa ukusebenza kahle kokuqukethwe kwezikhangiso zedijithali ezibekwe kahle kanye namandla akhona okuguqulwa okuphezulu.
Abathengi bashintsha amaphethini abo okusebenzisa imidiya futhi lokhu kushayela umkhondo we ukukhangisa okubheke phambili yedijithali. Statista ubikezela ukuthi ngo-2022, imidlalo izodlula imithombo yezindaba evamile njengamaphephandaba nomagazini ukuze ibe imidiya yesibili ngobukhulu ngemva kwe-TV nevidiyo.
Uma ubheka amathrendi okukhangisa kwedijithali uma kuqhathaniswa nokukhangisa okuvamile, kuyacaca ukuthi ukutshala imali ekukhangiseni kwedijithali kuzokwandisa amathuba akho okuthuthukisa ukuthengisa kwenkampani yakho njengoba uzoba nethuba elikhulu lokufinyelela abathengi obahlosile ngokusekelwe ekushintsheni kwamaphethini okusetshenziswa kwemidiya.
3. Izikhangiso zedijithali zivumela ukukhonjwa okukhulu nokwenza kube ngokwakho
Esinye sezizathu ezinkulu zokuthi kungani ukukhangisa kwedijithali kukhule ukuthi ngale kokunikeza imikhiqizo emhlabeni wonke, kubanikeza ukufinyelela okusebenzayo, okuhlosiwe.
Ukukhangisa kwedijithali kubeka amandla angakaze abonwe ezandleni zabakhangisi. Ngaphambili, abakhangisi babedala isikhangiso futhi bathembe kuphela ukuthi sifinyelele abantu abalungile nangesilinganiso esifanele, kodwa manje, abakhangisi bayakwazi ukulawula konke lokhu besebenzisa ukukhangisa kwedijithali.
Usebenzisa ama-algorithms ayinkimbinkimbi, ibhizinisi lakho liyakwazi ukukhomba amaqembu athile abathengi noma izethameli eziqondiwe, futhi uyakwazi ukuhlela iphrofayili yomthengi ofisa ukuyifinyelela, kuze kufike kwabezindaba abathanda ukuyisebenzisa, imikhuba yabo yokusebenzisa imali, izibalo zabantu, njll.
Leli zinga lokukhomba lisiza ukuqinisekisa ukuthi uyakwazi ukufinyelela kubathengi okuqukethwe yisikhangiso sakho okungaba wusizo kubo, labo okungenzeka ukuthi baguqulele kumakhasimende. Ekugcineni, lokhu kuzohumushela imbuyiselo ephezulu ekutshalweni kwezimali.
Ngale kwalokhu, ukuqondisa okuthuthukisiwe nakho kunika amandla ukwenza kube ngokwakho okukhulu. Ukukhangisa okudijithali kuvumela abakhangisi ukuthi banikeze izikhangiso ezisuselwe ekuthengeni kwangaphambilini noma ekuseshweni nokuthi yimiphi imiphumela eyisikhangiso esiqondene nomuntu siqu esihambisana nabasebenzisi ngokuphambene nokuqukethwe okungahleliwe okungahlobene nezidingo zabo. Futhi, lokhu kuhumusha emandleni okuguqulwa kwabathengi okuphezulu njengoba izinhlobo ezifanele zemilayezo yokuphromotha zinikezwa izinhlobo ezifanele zabantu.
4. Idijithali ibiza kakhulu
Ibhizinisi, ekugcineni kosuku, limayelana nomugqa ophansi. Umgomo wanoma yibaphi abakhangisi ukuthola izinkundla ezibenza bakwazi ukufinyelela inani labantu abaningi ngezindleko eziphansi. Lokhu, ngenhlanhla, yilokho ukukhangisa kwedijithali okubasiza ukuba balethe.
Idatha evela ku-Uhuru Network ibonisa ukuthi iziteshi zokukhangisa eziku-inthanethi, njengenkundla yezokuxhumana, zinokuvela kwezindleko zenkulungwane ngayinye (CPM) ka-US$ 3 kuyilapho izitolo ezifanayo, njenge-TV nomsakazo, zinama-CPM aphezulu afinyelela ku-US$28 kanye ne-US$ 10, ngokulandelana.
Uma ukwazi ukonga okwengeziwe emikhankasweni yakho yezikhangiso, ngokusebenzisa amandla aphezulu we-ROI wokukhangisa kwedijithali, uzokwazi ukusebenzisa imali eningi ekukhangiseni kwakho ukuze ufinyelele abathengi abaningi, ushayele ithrafikhi eyengeziwe, futhi ekugcineni, ukhiqize ukuthengisa okwengeziwe.
Hamba kudijithali noma uye ekhaya!
Wonke amathrendi akamuva akhomba umhlaba lapho idijithali inobukhulu. Ngokucatshangelwa lokho, kanye nedatha ehlukahlukene ebonisa ukusebenza kahle kokukhangisa kwedijithali ekufinyeleleni abathengi kuphela kodwa nasekufinyeleleni uhlobo olulungile lwabathengi ngohlobo olulungile lokuqukethwe, kuyacaca ukuthi amabhizinisi adinga ukuthi aqinise amasu awo okukhangisa kwedijithali.
Ukuze ubuyekeze, ukukhangisa kwedijithali kuzosiza ukukhulisa ukuthengiswa kwebhizinisi lakho ngo-2022 ngoba:
- Ifinyelela kubathengi abasezikhaleni zedijithali abahlala kuzo kakhulu.
- Idlula imidiya evamile yezikhangiso futhi ilethe okwengeziwe kubakhangisi.
- Ivumela ukukhonjwa kwabathengi okunembe kakhudlwana nokwenza kube ngokwakho izikhangiso.
- Ibiza kakhulu futhi izokunikeza i-ROI ephezulu.
