Ukumaketha Okukhuphuka Kanjani Naphansi Kuthuthukisa Kanjani Ukukhula Kwebhizinisi

Ukumaketha ngenhla nomfula kuyizinhlangothi ezimbili zohlamvu lwemali olufanayo—futhi nakuba zingaba nokwehluka kwazo, zombili zibaluleke kakhulu. Bachaza lapho amaqhinga okumaketha agxila khona ohambweni lwamakhasimende kanye iketanga lenani. Ngakho-ke amabhizinisi kufanele abone ukubaluleka kwento ngayinye futhi azi ukuthi azoyisebenzisa kanjani futhi nini enqubweni yokuthengisa. 

Ake sihlole kabanzi ukuthi kuyini ukumaketha okukhuphuka nomfula kanye nokuthi kungasetshenziswa kanjani ukukhulisa ukuthengisa kwakho ngo-2025. 

Okuqukethwe
Ukumaketha okuphezulu
Ukukhangisa kwe-downstream
I-Upstream vs. ukumaketha kwe-downstream
Indlela yokusebenzisa zombili izindlela ndawonye?
Isiphetho

Ukumaketha okuphezulu

Le ndlela yokusebenza isebenza ezigabeni zokuqala zohambo lomthengi. Ibikezela lokho amakhasimende ayifunayo futhi igcwalise izidingo zabo ezingafinyeleleki ngokucabanga okusha. Amasu ayisisekelo abandakanya ucwaningo lwemakethe, ukuhlaziya izimbangi, kanye nokubona izikhala zemakethe. Akukhona nje ngokwakha uhlobo lomkhiqizo. Kunalokho, kumayelana nokubeka isisekelo esiqinile sokuzibandakanya kwemakethe.

Ukukhangisa ngomfula kufana nokubuka phansi emfuleni uphezulu. Umi phezulu ukuze ulungiselele ukubamba izinhlanzi ezizayo. Imisebenzi ebalulekile kulesi sigaba ihlanganisa ukuzibandakanya kwezokuxhumana, ukuthuthukisa okuqukethwe kwezemfundo, nokusungula ubuholi bemicabango. Ingabe uyakwazi lokho Ama-65% amabhizinisi sebevele basebenzise ubuholi bokucabanga ezinhlelweni zabo zokumaketha okuqukethwe? Lokhu kukhombisa indima ebalulekile yobuholi bomcabango futhi kukhombisa izinkampani eziningi ukuthi zamukele isu.

Ukubuka kweso lenyoni kuvumela amabhizinisi ukuthi azilungiselele kahle izinselele ezizayo, ngaleyo ndlela anikeze umkhawulo wokuncintisana.

Ukulinganisa ukusebenza kwale ndlela yokumaketha kuyinselele. Kudinga imizamo eqhubekayo esikhathini eside ukuze kugcinwe amakhasimende nokuheha ingxenye yemakethe ethile. Njengoba lolu hlelo lukhona, amabhizinisi angahamba ukuze aqinise inqubo eya phansi.

Ukukhangisa kwe-downstream

I-downstream marketing ibekwe kamuva ohlelweni lokumaketha. Kuyindlela esebenzayo egxile ekuthengisweni kwesikhashana lapho amakhasimende eseseduze nokuthenga. Lokhu kubandakanya amaqhinga afana nokudayisa komuntu siqu, ukumaketha nge-imeyili, namaphromoshini okuthengisa. Isici esigqamayo ngalawa maqhinga ukuqaliswa kwawo ngokushesha. Amasu afana nokunyuswa kwe-flash asetshenziswa kalula futhi aletha imiphumela esheshayo.

Enye yezinjongo eziyinhloko zale mikhankaso eqondile ukuguqula amathemba abe amakhasimende. Cishe u-75% wamabhizinisi kubika i-ROI ephezulu (ukubuyisela ekutshalweni kwezimali) okuvela emikhankasweni eqondile. Lesi sibalo sigcizelela ukubaluleka kwezindlela ezihlosiwe nokuthi ziqhuba kanjani ukuthengisa. 

Ukuzulazula emhlabeni wokumaketha kudinga indlela enezigaba ezimbili. Amaqembu okuthengisa angasebenzisa ulwazi lwawo lokuziphatha kwabathengi ukuze akhe isu lokumaketha elizinzile. Ngaleso sikhathi, izindlela zokumaketha ezansi komfula zingasiza ekuguquleni amathuba okungenzeka abe ngamakhasimende ngamaqhinga afana nokukhangisa okuqondile. 

I-Upstream vs. ukumaketha kwe-downstream

Kuze kube manje, kusobala ukuthi zombili izindlela zokumaketha zidlala indima ehlukile kuqhinga lokumaketha lenkampani. Lapho besebenza ndawonye, ​​bakha amathambo omkhankaso ezigabeni zokuqala. I-Upstream ibheka isithombe esikhulu bese idala uhlelo lwesikhathi eside. Imisebenzi ibandakanya ukwenza ucwaningo lwemakethe kanye nokuhlola ukusabela okuvela ezithamelini eziqondiwe kuzo zonke izigaba zomjikelezo wempilo womkhiqizo.

Ngaleso sikhathi, ukumaketha okwehlayo kusebenzisa indlela yamaqhinga. Imisebenzi ehilelekile igxile ekwanelisekeni kwamakhasimende okusheshayo ngeziteshi eziqondile njengama-imeyili noma izingxoxo zomuntu mathupha.

Isu ngalinye lokumaketha linamamethrikhi alo empumelelo ahlukile. Amamethrikhi afana nezibalo zenkundla yezokuxhumana noma ukuqwashisa ngomkhiqizo kukala imizamo ekhuphukayo. Ngokuphambene, ukulinganisa ukumaketha okwehlayo kuhlanganisa ukubala ukuguqulwa ngamasu afana nama-imeyili okuthengisa.

Ayikho kulezi zindlela ebaluleke ukwedlula enye—ngoba ukulingana phakathi kwalokhu okubili yikho okusiza izinkampani ukuthi ziphumelele. Ukumaketha okukhuphukayo kuhlose ukubeka isisekelo esibumbene. Ngakolunye uhlangothi, ukumaketha okwehlayo kwakha phezu kwalesi sizinda ukuze kuqhubekisele phambili ukuthengisa nokwanelisa abathengi. Amaqembu ezokumaketha nawokuthengisa kufanele azi imiqondo ebalulekile yalelo nalelo ukuze kuqinisekiswe umjikelezo wempilo wokuthuthukiswa komkhiqizo obushelelezi.

Indlela yokusebenzisa zombili izindlela ndawonye?

Lapho lezi zindlela ezimbili zokumaketha zisebenza ndawonye, ​​zigeleza njengomfula, zidale ukusakazwa kwebhizinisi okumangalisayo. Imisebenzi yokumaketha esezingeni eliphezulu ihlangana namasu okumaketha angezansi ukuze kuthuthukiswe ukuthengisa. Nazi izinyathelo okufanele uzilandele lapho uhlanganisa izindlela zombili:

• Qondanisa amasu: Bheka ukuthi imizamo ekhuphuka nomfula ihlangana kanjani nezinjongo zenkampani yakho. Lokhu kwenza inqubo ingabi nazihibe. Kusukela ekuqondiseni amakhasimende kuye ekufezeni izidingo zabo—yonke into ihamba kahle!
• Khomba izithameli eziqondiwe: Indlela eqinisekile yokukhula okuqhubekayo ukwazi amakhasimende akho owahlosile. Hlela imilayezo yakho namasu okumaketha kuzithameli ozifunayo. Ukumaketha okukhuphuka komfula kubheka amaqembu ezithameli ezibanzi, kuyilapho ukumaketha okuphansi kusebenza emaqenjini athile.
• Gada ukusebenza: Ukwazi imiphumela kuyisihluthulelo sokunquma ukuthi imizamo yakho yokumaketha isendleleni efanele yini. Kuyasiza ukuqonda ukuthi imali enkulu ithela ngokwanele yini nokuthi amasu angashintshwa kanjani ukuze kube nemiphumela engcono.
• Ukuthuthukisa njalo: Ukuhlala kumjikelezo wokufunda nokusebenzisa okutholakele okusha kubalulekile ukuze wenze okuningi ngengxube yakho yokumaketha. Isebenzisa ngempumelelo izimpahla zomkhankaso futhi ivumela amaqembu athengisayo ukuthi aklame uhlelo lokuncintisana.
• Buyekeza futhi ulungise: Amabhizinisi amaningi ahluleka ukubona ukubaluleka kwalesi sici sokumaketha. Ukwazi ukuthi abantu bazizwa kanjani ngemizamo yokumaketha namathrendi amanje emakethe kungabasiza baklame uhlelo olusha lwegeyimu. Ukuthengisa okuphezulu kukhomba izikhala ezingasiza ukuzuza impumelelo yesikhathi esizayo. Futhi ukumaketha okwehlayo kuvumela ukudalwa kwamaqhinga okuthengisa ngokushesha.

Imikhiqizo isebenzise ngokuphindaphindiwe izindlela ezimbili ndawonye, ​​​​ibeka izibonelo kwabanye. U-Nike usebenzile ekukhangiseni kwayo phezulu ngokutadisha izithakazelo zamakhasimende, okuholela emikhiqizweni emisha efana nezicathulo ze-Nike Flyknit zabathengi abaqaphela ukusimama. Bamukele ukumaketha okwehlayo lapho benza imikhankaso yabo ethi “Just Do It” eqondise amakhasimende alungele ukuthenga izingubo zemidlalo noma amagiya.

Lesi isibonelo sendlela umkhiqizo ozisebenzisa ngayo zombili izindlela ekuthuthukisweni komkhiqizo nasekuthengisweni. Abathengisi nabathengisi bangalandela le ndlela yokucwaninga okujulile + imizamo yokuthengisa esheshayo ukuheha amathemba engeziwe.

Isiphetho

Nakuba kungase kube yiqiniso ukuthi kungase kube nezithiyo kukho kokubili ukumaketha okukhuphuka nomfula, lezi zinganqotshwa. Ukuhlanganisa imfundo, ukuguquguquka, nokuqina kuzoqinisekisa ukuthi amabhizinisi azuza kakhulu ngokusebenzisa lawa maqhinga ndawonye. 

Zombili lezi zinqubo zicela ukuqonda okuqinile kwamakhasimende, njengoba inhloso enkulu yalokhu iwukuba nohlelo olucolisisiwe oluhambisana nemakethe yakho. Lapho amabhizinisi ethola lokhu okulungile, lezi zindlela zizothuthukisa impumelelo yakho futhi ziphakamise umugqa wakho ophansi.