Uphononongo lweContent Marketing Institute luveze ukuba 73% yeB2B kunye 70% yabathengisi be-B2C basebenzisa ukuthengiswa komxholo njengenxalenye yesicwangciso sabo sokuthengisa isiqulatho ngokubanzi, besenza esinye sezona zicwangciso zibalulekileyo zokukhulisa ulwazi lophawu, ukuvelisa izikhokelo zokuthengisa, kunye nokwakha ukuthembana kwabathengi.
Njengomnini weshishini, ukuhlala ngaphezulu kweendlela zokuthengisa zamva nje kubalulekile ukuba ufuna ukwenza umxholo obandakanya abaphulaphuli bakho kwaye uqhube iziphumo. Eli nqaku liza kujonga iindlela eziphambili zokubumba ukuthengiswa komxholo ngo-2024.
Isiqulatho
Imeko yokuthengisa umxholo ngo-2024
Iindlela ezili-9 zentengiso yomxholo ka-2024
isiphelo
Imeko yokuthengisa umxholo ngo-2024
Imarike yokuthengisa umxholo inkulu kwaye ifumana ukukhula okubonakalayo. Iingcali zentengiso ziqikelela ubungakanani bemarike ukuba bufaneleke I-USD 263.09 yezigidigidi ngo-2024 kwaye silindele ukuba ifikelele kwi-USD 523.45 yezigidigidi ngo-2029, ibhalise ireyithi yokukhula yonyaka ehlanganisiweyo (CAGR) ye-14.75%.
Ukunyusa ukukhula kokuthengiswa komxholo kukuguqulwa kwedijithali, njengoko amashishini etshintsha ukusuka kwimveli ukuya kwiiplatifti zentengiso yedijithali ukudibanisa nokuzibandakanya nabasebenzisi be-Intanethi. Imfuno yentengiso yomxholo ikwaqhutywa yimfuneko yobukho beshishini kwi-intanethi ukomeleza ukubandakanyeka kwabathengi kunye nokulungelelanisa iindlela zokuthengisa kunye nokutshintsha kokuziphatha kwabathengi.
Ke ngoko, amashishini ahambelana neendlela zamva nje anokuvuna izibonelelo zokudala umxholo ukutsala kunye nokuguqula abathengi.
Iindlela ezili-9 zentengiso yomxholo ka-2024
Ke, iya kuba yintoni imikhwa ejikeleze ukuthengiswa komxholo ngo-2024? Makhe sijonge nzulu.
1. Ubukrelekrele bokwenziwa kwindalo yomxholo
Ukusetyenziswa kobukrelekrele bokwenziwa ukuvelisa umxholo ngowokuqala kwiindlela ezininzi ezisetyenzisiweyo ukuguqula umxholo wokuthengisa kulo nyaka. 61.4% Abathengisi badize ukuba basebenzisa i-AI kwimisebenzi yabo yokuthengisa. Oku kubangelwa ukuthandwa kwezixhobo ezinamandla ezifana ne-ChatGPT, i-Google Bard, kunye ne-Microsoft Bing AI, ekhokelele ekuphakameni kokudalwa komxholo usebenzisa i-AI.
AI inokukunceda wenze umxholo omninzi ngokukhawuleza, ukukhawulezisa inkqubo yakho yokudala umxholo. Ekuphela kwento ekufuneka uyenzile kukufaka umbuzo kwisixhobo esikhethiweyo, kwaye iya kuvelisa ulwazi olufunayo kumxholo wakho kwinto ebizwa ngokuba yi-AI yokuvelisa. Nangona kunjalo, kuya kufuneka udibanise ukubamba komntu ukungqinisisa umxholo.
Indima ye-AI idlulela ngaphaya kokulungelelanisa inkqubo yomxholo. Izixhobo ezinikwe amandla e-AI zenza amava e-hyper-personalized kunye neenkqubo zokusasazwa kwe-smoothen, ukwenza imikhankaso yokuthengisa isebenze ngakumbi kwaye iqhutywe yidatha. Ke ngoko, ngokunyusa itekhnoloji ye-AI ngo-2024, abathengisi banokuzisa ngakumbi Umxholo obandakanyekayo ezinxibelelana nabaphulaphuli babo, bandise ukuhamba komsebenzi wabo, kwaye bonge ixesha kunye nezixhobo.
2. Imfuno yomxholo wevidiyo
Iividiyo zilawula ngokukhawuleza indawo yokuthengisa yedijithali, umkhwa obonisa ukuba uyimpumelelo 88% yamashishini eB2B kunye neB2C. Ngokutsho kwe-Statista, iividiyo ze-intanethi ziye zafikelela kubaphulaphuli 92.3% phakathi kwabasebenzisi be-intanethi ngo-2023.
Ngowama-2024, umxholo wentengiso yomxholo wevidiyo ziifomathi ezininzi kunye neevidiyo ezininzi kumaqonga eetekisi zokuqala. Iqonga lokwabelana ngevidiyo i-TikTok yaqala lo mkhwa kwixesha elidlulileyo ngeevidiyo ezimfutshane (phakathi kwe-15 kunye ne-60 imizuzwana) ngefomathi ye-9:16. Iividiyo ezimfutshane zisezezona ntlobo zibandakanyayo zomxholo wevidiyo kwaye zinjalo 52% kakhulu ekwabelwana ngayo kunalo naluphi na uhlobo lomxholo.
Nangona kunjalo, lindela ukubuyiswa kwengqwalasela kulo nyaka njengoko abathengi beqala ukuxabisa iividiyo ezinde. Njengokuba, Ababukeli beGen Z bayanda ukubukela iividiyo ezinde iiyure kunye nokuqonda okunzulu, iinkcazo, kunye nohlalutyo abalufumana kwiividiyo ezimfutshane.
Ukongeza, iTikTok ikhuthaza abadali bayo ukuba bonyuse ubude bevidiyo ukuze ihambelane ne-Instagram Reels ngemizuzu eli-15. Ke ngoko, njengomthengisi womxholo, ukuvavanya ubude bevidiyo obahlukeneyo de ufumane oko kufanela abaphulaphuli bakho kuya kulunga.
3. Umxholo owenziwe ngumsebenzisi
Ugxininiso olubalulekileyo kumxholo owenziwe ngumsebenzisi luya kuphawula ukuthengiswa komxholo ngo-2024. Umxholo owenziwe ngumsebenzisi ubhekiselele kumxholo wokuqala, we-brand-specific owenziwe ngabathengi abangagunyaziswanga nguwe okanye ishishini lakho. I-UGC ingeza ngeendlela ezininzi, njengemifanekiso, iividiyo, uphononongo, kunye nobungqina.
Xa abathengi bethumela malunga nebhrendi yakho kwiinethiwekhi zentlalo, banokuphembelela izigqibo zokuthenga zabalandeli babo. Kunjalo ngoba 93% yabathengisi bayavuma ukuba abathengi bayawuthemba umxholo owenziwe ngabathengi ngaphezu komxholo webrand. Olunye uphando lwentengiso yabathengi nguNosto lufumanise ukuba i-79% yabantu ithi i-UGC idlala indima enkulu ekuthengeni izigqibo.
Uluvo olulungileyo lokwenza uninzi lwalo mkhwa kukukhuthaza abaphulaphuli bakho ukuba benze iividiyo besebenzisa ii-hashtag okanye baqale imiceli mngeni kunye nokhuphiswano usebenzisa iimveliso zakho. Yindlela iibrendi ezifana neMaybelline, iPinki Stuff, i-Eos yokucheba ikhrimu, iCeraVe, kunye neZara eziye zangakwazi ukuyithenga ngenxa yemveliso yazo. Ukuthandwa kwiTikTok.
Ungabavumela abasebenzi bakho ukuba bathathe inxaxheba ekudaleni umxholo owenziwe ngumsebenzisi oneemveliso zakho, njenge I-Pizza Dough Guy iye yasasazeka kwiTikTok, isenza umxholo ngelixa ilungiselela iPizza kaPapa kaJohn.
4. Umxholo osebenzisanayo
Umkhwa obhekiselele kumxholo osebenzisanayo uhlengahlengisa ukuthengiswa komxholo ngo-2024, kunika amashishini iindlela ezinamandla zokubandakanya abaphulaphuli kunye nokuma kwindawo exineneyo yedijithali. Ibandakanya isakhono sophawu lokubandakanya imibuzo, iivoti, uphando, kunye neevidiyo ezisebenzisanayo ukubandakanya abasebenzisi, ukukhuthaza intatho-nxaxheba esebenzayo kunye namava okuntywila akhumbulekayo kubathengi.
Imizekelo yeenkampani eziphumeleleyo eziye zamkela izinto ezisebenzisanayo kwiinzame zabo zokuthengisa zibandakanya Umsebenzi woBuhle kwaye ikliniki.
Umsebenzi wobuhle (uphawu lweenwele), umzekelo, icela ulwazi kubasebenzisi malunga neenjongo zabo zeenwele, uhlobo lweenwele, ivumba elimnandi elikhethwayo, kunye nombala ukwenzela ukubonelela ngeengcebiso ezilungiselelwe imveliso. Ngolu lungelelwaniso, abasebenzisi bafumana amava amahle. I-Clinique, inkampani yokwenza izinto, isebenzisa indlela efanayo kunye nayo uMfumani weSiseko, apho iindwendwe ziyakwazi ukuphendula imibuzo malunga nethoni yesikhumba, ukhetho olukhethiweyo, kunye neenjongo zesikhumba ukucebisa iintlobo zesiseko kunye nemibala.
Ukwenza imali kulo mkhwa, kuya kufuneka unike ingqwalaselo ethe kratya kubuntu bakho kwaye ulungelelanise umxholo osebenzisanayo ukuze ulungele ukhetho lwabaphulaphuli bakho. Ngaphaya koko, khuthaza ulwabelwano lwentlalo ngokusebenzisa ezi zinto ziphuculweyo zokuphucula ukufikelela kwizinto eziphilayo, ukusebenzisa uthungelwano lwabathengi ababandakanyekayo.
Umxholo osebenzisanayo ukwasisixhobo esinamandla sokuqokelela idatha ebonelela ulwazi kwindlela yokuziphatha kunye nezinto ezikhethwayo. Emva koko ungasebenzisa olu lwazi ukucokisa izicwangciso zakho zomxholo kwaye wenze umxholo othimba ingqalelo yabathengi bakho kwaye ulungele ukutshintsha okulindelweyo kwabathengi, ekugqibeleni okukhokelela kukunyaniseka kwebhrendi kwihlabathi ledijithali.
5. Ukulungiselela ukukhangela kwelizwi
Ukwanda kokuthandwa kwezixhobo ezisebenzisa ilizwi kuye kwakhokelela kwindlela entsha yokuthengisa umxholo: ukwenza ukhangelo lwelizwi. Ngokuka-Statista, imakethi yokuqondwa kwelizwi iya kukhula ukusuka kwi-10 yeebhiliyoni zeedola ngo-2020 ukuya malunga ne-50 yeebhiliyoni zeedola ngo-2029 kwi-CAGR ye-23.7%. Ngabathengi abaninzi abaguqukela kubancedisi belizwi njenge-Alexa kunye neSiri, iibrendi ezinje Starbucks kwaye IiDomino zikhawuleza ukuziqhelanisa nokujongana neeodolo ngokusebenzisa imibuzo yolwimi lwendalo.
Ishishini lakho lingatsibela kulo mkhwa ngokusebenzisa amagama angundoqo encoko kunye nomsila omde kunye nokuthelekisa umxholo nemibuzo ethethiweyo yabathengi. Ungabonelela ngomxholo ngendlela yee-FAQs eziphendula imibuzo esoloko ibuzwa ngabasebenzisi kwaye uqinisekise ukuba yenzelwe ukhangelo lwelizwi. Ngaphezu koko, amaqhinga SEO wendawo kunokuba nefuthe kuba ukhangelo lwelizwi luhlala lunojoliso lwasekhaya.
Ngokubanzi, iibrendi zinokuphucula ukubonakala kwazo, ukuziqhelanisa nokuguquka kwemikhwa yabasebenzisi, kwaye zigcine isikhundla sazo phezulu kwiziphumo zenjini yokukhangela ngokulungisa umxholo wabo welizwi, ngaloo ndlela kudala amava angenamthungo kwaye afikeleleke ngokulula kumsebenzisi.
6. Ukubaluleka kokusetyenziswa kweselula
Kubasebenzi bentengiso yomxholo, ukwenziwa kweselfowuni yinto engenakuthintelwa ngo-2024, njengoko uninzi lwabasebenzisi be-intanethi bejonga umxholo ngee-smartphones zabo. Inyaniso, 55% yazo zonke iitrafikhi ze-intanethi zivela kwizixhobo eziphathwayo, kwaye i-92.3% yabasebenzisi be-intanethi basebenzisa ifowuni ephathwayo.
Ukufumana imali kweli gagasi, ishishini lakho kufuneka ligxile ikakhulu kuyilo lwewebhusayithi oluphendulayo ukuze lubonelele ngonxibelelwano olumanzi kunye nolunembonakalo entle kulo lonke ubungakanani besikrini.
Gxininisa isantya esikhawulezayo sokulayisha kwaye uphucule isantya sesiza kubathengi abaphathwayo abafuna ukufikelela ngoko nangoko. Ukusebenzisa ujongano olusebenziseka lula kunye nokuhamba ngendlela ecacileyo ukomeleza amava eselula kunokunciphisa amaxabiso e-bounce ngelixa ukhuthaza uthethathethwano. Kwakhona, thelekisa umxholo nenjongo yokukhangela ephathwayo usebenzisa izihloko ezimfutshane nezisebenzayo kuba imibuzo yelizwi ikhethwa kukhangelo ekuhambeni.
Ngokujolisa kusetyenziso lweselfowuni, unokuhlangabezana neemfuno ezithile zabaphulaphuli banamhlanje be-mobile-centric, ukwandisa ukubonakala kwakho kwiinjini zokukhangela, ufumane i-traffic ethe kratya yendalo, kwaye uqinisekise inzuzo yokukhuphisana kwindawo yedijithali ehlala itshintsha.
7. Amava omxholo ontywilayo
Enye intsingiselo yentengiso yomxholo ekhula ngokukhawuleza ngamava antywilayo, njengoko iibrendi zizama ukonwabisa nokugcina umdla wabaphulaphuli ngendlela eyahlukileyo. Ngenyani kunye nenyani eyongeziweyo (i-VR kunye ne-AR), iividiyo ezisebenzisanayo, kunye nobunye ubuchwephesha bokusika, iibrendi ezifana IKEA, Volvo, yaye I-Qantas Airways yimizekelo ephambili ethatha abathengi ibase kwihlabathi elidlula zonke iintlobo zentengiso eqhelekileyo. Olu tyekelo luvuselela ubudlelwane obusondeleyo phakathi kweshishini kunye nabaphulaphuli ekujoliswe kubo ngokuzonwabisa, ukuhlala ixesha elide, kunye namava okusebenzisana.
Ngo-2024, ungasebenzisa amandla apheleleyo amava antywilayo ngokugxila kunxibelelwano lomsebenzisi, ukwenza umntu, kunye nokuzibandakanya ngokweemvakalelo. Oku kubandakanya ukudityaniswa kweempawu ezisebenzisanayo kwiividiyo ze-360-degree, itrayi yenyani, okanye umxholo owenziwe umdlalo ukwandisa ukuzibandakanya kwabathengi. Ukongeza, ukudibanisa Nyaniso eyongeziweyo kumava emveliso ebonakalayo okanye esebenzisanayo ivumela umthengi wakho ukuba abone kwaye asebenzise imveliso phambi kokuba athenge.
Kwimarike exakekileyo apho zonke iibrendi zijongeka zifana, ukwamkela amava antywilayo kwenza iibrendi zigqame kwaye zenza impembelelo enefuthe abathengi abaya kuyikhumbula. Lo mkhwa uququzelela ubudlelwane obunzulu kunye nobutyebi bomthengi we-brand owakha ukwaneliseka kwabathengi, ukunyaniseka, kunye nenkxaso yelizwi-lomlomo kwindawo ehlala igcwele indawo yokuthengisa umxholo.
8. Ukuqokelelwa kwedatha yeqela lokuqala
Umkhwa omtsha wokuthengiswa komxholo kukuba iibrendi ziqokelela idatha yomntu wokuqala kubaphulaphuli abajolise kubo ukuphuhlisa imikhankaso ethe kratya yobuqu kunye nejolise kubathengi babo. Kulo mkhwa, iibrendi zilanda ulwazi lwabathengi abatyebileyo zisebenzisa amaqonga ahlukeneyo, kubandakanya iiwebhusayithi, amaqonga eendaba ezentlalo, kunye neendaba.
Idatha enkulu idlala indima ebalulekileyo xa uthengisa kubaphulaphuli, kwaye ufumana ulwazi olubalulekileyo lwabathengi olufana nemikhwa yabathengi, iindawo ezinomdla, kunye nenani labantu kunokukunceda ekuphuhliseni umxholo owenziwe kakhulu onomtsalane kubaphulaphuli bakho. Le ndlela eqhutywa yidatha yenza ukuba iinzame zakho zokuthengisa umxholo zihambelane neemfuno ezahlukeneyo zabathengi.
Ukongeza, ukusebenzisa idatha yomntu wokuqala kukwenza ukwazi ukwakha ukuthembana phakathi kwabathengi kuba unoxanduva lokusetyenziswa kolwazi lwabo kwaye ubonise injongo yokuhambisa umxholo ofanelekileyo kunye nentsingiselo.
9. Uzinzo kunye noxanduva lwentlalo
Uzinzo kunye nentsingiselo yoxanduva loluntu ekuthengisweni komxholo kubonakalisa imfuno ekhulayo yabathengi yezenzo zokuziphatha kunye nokukhathalela indalo. Namhlanje, iibrendi ziya zidibanisa ukuzinza kwiingxelo zazo ukuze zibe nomtsalane kubaphulaphuli abanomdla ekuhlaleni. Oku kulandela uphando olwenziwe yiBusiness of Sustainability, edize ukuba 78% yabathengi bazimisele ukuthenga kwishishini elingenabungozi kokusingqongileyo.
Ke ngoko, kulo nyaka, lindela iibrendi ezongezelelekileyo ukwenza umxholo oqaqambisa amalinge e-eco-friendly, ukufunyanwa kweenqobo ezisesikweni, kunye neenzame zoxanduva loshishino. Indlela yokusebenza ayilungelelanisi amashishini kunye neenqobo zoluntu kodwa ikwakhuthaza ukuthembana nokuthembeka kwabathengi.
Iinkampani ziza kubonisa unxibelelwano olucacileyo, ukwabelana ngokuzibophezela kwabo kwimpembelelo enhle yentlalo. Njengoko abathengi beba nokuqonda ngakumbi, ukuthengiswa kokuqukethwe ibaluleke kakhulu ekunikeni ukuzinikela kwebrendi kwizenzo ezizinzileyo, inegalelo kwintshukumo ebanzi ekusetyenzisweni. Ayincedi nje kuphela indalo esingqongileyo, kodwa ikwakhulisa isidima kunye nokhuphiswano kwixesha apho iingqwalasela ezisesikweni zibambe intambo ebalulekileyo.
isiphelo
Uxhobe ngokubona kwangaphambili kwizinto eziphambili zentengiso yomxholo ka-2024, ngoku unethuba elimangalisayo lobungqina beqhinga lakho elizayo. Ngokwamkela ezi zenzo zintsha zibalaseleyo malunga nevidiyo, ukwenziwa komntu, kunye nokunye, unokuqinisekisa ukuba ibhrendi yakho ibalasele kubantu okhuphisana nabo. Ngaphaya koko, ukuthatha ixesha lokwandisa kunye nokuphucula amava kuya kukumisela impumelelo kwiminyaka ezayo.
