Ukukhangisa okunethezeka kwaqala ukuvela phakathi neminyaka yawo-1920; manje ngaphezu kweminyaka eyi-100 kamuva, kube nenani elikhulu lentuthuko emhlabeni eye yaphakamisa le makethe. Enye inkundla yezokuxhumana, okuthe phakathi neminyaka engu-20, yashintsha indlela umhlaba owethula ngayo imikhiqizo. Lezi zindlela zokumaketha zedijithali ziqondiswe kuzo zonke izizukulwane, kodwa amasu amaningi amasha adonsa amehlo e-Millennials kanye ne-Generation Z. Lezi zizukulwane ezincane zigxile kakhulu kubuchwepheshe futhi zibusebenzise lapho uthenga, kodwa izinhlobo eziningi zokunethezeka zithembele ekuthengisweni kwesitolo, okubeka umbuzo: ingabe amabhrendi azohlala kanjani efanelekile uma amasu abo okuthengisa ayinhloko engaguquki nezizukulwane ezintsha? Kubalulekile kubo ukuthi bathole indlela yokumaketha umkhiqizo wabo esikhathini sedijithali kuyilapho begcina ukuhlonishwa kwabo.
Kulesi sihloko, sizohlola izindlela ezinhlanu amabhrendi abeka ngazo ukugcizelela kumabhrendi nakwisipiliyoni sokumaketha sedijithali ukuze sihambisane nekusasa.
Ngaphambi kokuthi siqale, ake sichaze ukuthi kusho ukuthini ukuba wuhlobo oluphambili. Ibhrendi ewubukhazikhazi ngokuvamile ibonakala njengekhethekile, ikhwalithi ephezulu, futhi ngokuvamile iza nenani elikhulu lentengo. Bathole umuzwa wokungatholakali obenza bahluke emqhudelwaneni wemikhiqizo evamile. Abantu bazokwenza konke okusemandleni abo ukuze babone isipiliyoni sokuthenga sohlobo oluphambili.
Ukumaketha Komkhiqizo Okunethezekile: Izindlela Ezi-5 Zokuthatha Ukunaka Kwesibalo Sabantu Abancane
1. Sebenzisa imali enkulu ngokwenza kube ngokwakho
Kanye nekhwalithi yabo, amabhrendi okunethezeka adlula amanye amabhrendi ngenxa yenkonzo yawo yamakhasimende enhle kakhulu kanye nokukhethekile. Akumele baphinde bakhawulele izinsiza zabo kulokho okwenzeka esitolo kuphela. Izinkampani zingasebenzisa amathuluzi aku-inthanethi afana nokubonisana kwevidiyo yomuntu nomuntu, amathokheni angabonakali (ama-NFTs), futhi zingasebenzisa isofthiwe yazo ye-CRM ukuze zenze okuqukethwe okukhethiwe kwekhasimende ngalinye. Isibonelo, e-London, i-Burberry ne-Mulberry yizibonelo ezimbalwa zemikhiqizo enikeza amakhasimende inketho yokubhalisela ukubonisana kwedijithali namathimba ahambisana nezinkampani zokuthengisa ukuze axoxe ngokuthi yiziphi izinto ezilungele isitayela somuntu ngamunye. ULouis Vuitton uphinde wasebenzisa isu lokusakaza bukhoma ukuze abonise uhlobo lwazo kumakhasimende, ebanika ithuba lokuthenga imikhiqizo kuwebhusayithi yabo. Le ndlela yokusakaza yokumaketha yenza kube lula kumakhasimende ukubuka umkhiqizo futhi ashiye amazwana, iwenze azizwe eseduze nenkampani.
2. Yamukela Ubuchwepheshe Obusha
Izizukulwane ezincane zikhula ngobuchwepheshe futhi zizoqhubeka zibusebenzisa impilo yazo yonke. Ngokusho kweMediaboom, ngaphezu kwama-88% weMillennials kanye nama-89% weGen Z basebenzisa izinkundla zokuxhumana nsuku zonke, futhi bazobala u-55% kuya ku-65% wesamba semali esetshenziswa umuntu siqu kanokusho ngo-2025 emhlabeni jikelele. Amanye amabhrendi okunethezeka azamile ukuguqula amasu azo okumaketha ukuze abonakale kulezi sizukulwane esibalulekile ngokusebenzisa omazisi bedijithali, “okungamaphasipoti omkhiqizo” agcina ulwazi lokulandelelwa komkhiqizo, ukuqinisekiswa, kanye nokuqoqwa kwedatha yangemva kokudayiswa. Elinye isu lokumaketha eliwubukhazikhazi bedijithali ukutshala imali kokungokoqobo okungokoqobo kanye namaqiniso angathandwa kwabathelisi esikubona njengoba kulindeleke ukuthi kwengeze phakathi kwamaRandi ayizigidi eziyizinkulungwane ezingu-150 kuya ku-$275 embonini yezemfashini eminyakeni emithathu kuya kwemihlanu ezayo. I-Chanel, i-Dior, ne-Gucci bonke bazame i-AR emikhankasweni yokuzama ehlukene ngokusebenzisa izihlungi ze-Snapchat ne-Instagram, kanye nezici zabo ezingokoqobo ezingokoqobo zezinto zabo ezihlukahlukene. Okokugcina, izinkampani eziwubukhazikhazi zihlola izinkundla zemidlalo zokumaketha imikhiqizo yazo. U-Gucci, u-Ralph Lauren, kanye no-Givenchy basungule izikhala ku-Roblox, okuwuhlelo lokusebenza lapho abantu bangadlala futhi badale imidlalo ehlukahlukene kuyilapho bexhumana nabasebenzisi ku-inthanethi.
3. Gxila ekuzinzeni
Kubalulekile ukuthi izinkampani zikanokusho ziqonde ukuthi yimaphi amanani abaluleke kakhulu emakethe yawo eqondiwe. Ku-Gen Z, ukusimama kuyisihloko esibalulekile; banentshisekelo kuzitayela zakudala kanye nenani lendawo ekuvikeleni imvelo. Lokhu kubonakala enguqukweni yokuthengisa ethrendayo embonini yokudayisa. Lokhu kuguquguquka kokuthengiswa kabusha kuyithuba lokudala ukumaketha okunethezeka okusekela ukusimama ngokuthengisa kabusha izingubo zangaphambilini ezivuselelwe kabusha noma ezingathengiswanga ekuqaleni. Ngokombiko wakamuva we-Sky Canaves, umhlaziyi ophezulu kwa-Insider Intelligence, izingxenye ezintathu kwezine zabathengi abaphambili zibheka ukubamba iqhaza komkhiqizo ekuthengisweni kabusha “njengentuthuko enhle.” Uma imizamo yokufaka uphawu lokunethezeka isizakala ngoguquko lokuthengisa kabusha, kungadala isidingo esinamandla sezinto, kuzenze zibe yimikhiqizo efunwayo. Le ntshisekelo eyengeziwe emikhiqizweni ethile ingagcina isithunzi sohlobo oluphambili kanye nokukhethekile ngaphandle kokunamathisela ithegi yentengo enkulu entweni, ezokhanga izizukulwane ezincane.
4. Cabanga Kabusha Isimo
Ukuze balondoloze isimo sabo sokunethezeka, amabhrendi azodinga ukuzikhangisa ngokweqiniso kumagugu awo ngendlela engaguquki kuzo zonke izinkundla. Kodwa-ke, kubalulekile futhi ukuguqula isimo somkhiqizo ukuze sihambisane nalokho okushintshayo emhlabeni wonke. NgokukaDelphine Dauge (Umqondisi Ophethe kwa-SGK Paris kanye noMongameli kwa-ADC onokuhlangenwe nakho okunethezeka nge-LVMH, i-Air France, nezinye izinhlobo eziningi zemikhiqizo), abathengi bachaza kabusha ukunethezeka kusukela “kuzimpawu zesimo esiqandisiwe okufanele zithengwe, kuya ekunikezeni amandla, okuhlangenwe nakho okusha njalo ukuze babambe iqhaza.” Esikhundleni sokugxila ekukhetheni okuvamile, abantu bafuna ukubandakanywa emikhiqizweni, njengokuhlanganisa kabusha amakhodi amasiko nokudala imfashini yanoma ibuphi ubulili. Kubalulekile ukuthi ukumaketha okunethezeka kugcine ukuhluka ngokwezidingo kodwa kuphushe ukubandakanywa kwabo bonke abantu abathanda ukunethezeka. Thola okwengeziwe mayelana nokuthi i-SGK ihlanganyele kanjani ne-Air France iminyaka engaphezu kwengu-20 ukuze kuthuthukiswe isu lokufisa elibeka ukuzizwisa okunethezeka okuhlala kuvela enhliziyweni yesipiliyoni somkhiqizo wamakhasimende.
5. Khetha futhi Uvikele
Yize kubalulekile ukuthi ukumaketha okunethezeka kufake ukumaketha kwedijithali nenkundla yezokuxhumana, amabhrendi kusafanele akhethe nabasabalalisi bawo ukuze agcine isimo sawo esihlonishwayo. Izinkampani kufanele zikwazi ukulawula lapho kuthengiswa khona imikhiqizo yazo futhi kufanele zihlanganyele kuphela nezinkundla ezithembekile. Isibonelo, i-LVMH yathi ngo-2020 ayifuni ukuthengisa uhlobo lwayo ezinkundleni zokuxhumana ze-ecommerce ezibandakanya abathengisi bezinkampani zangaphandle abangase bathengise imikhiqizo yomgunyathi. Imikhiqizo kanokusho kufanele ilawule ukusatshalaliswa futhi igcizelele iziteshi eziqondana ngqo nabathengi, kanye nobambiswano lwezitolo olukhethiwe. I-Chanel inokulawula okuqinile phezu komkhiqizo wabo ngokukhawulela ukuthengiswa kwe-ecommerce ebhizinisini labo lobuhle, kuyilapho izingubo zabo eziyinhloko nezinto ezisetshenziswayo kusesitolo kuphela.
Njengoba ubuchwepheshe buqhubeka nokuthuthuka ngesivinini obuyiyo, amabhrendi okunethezeka kuzodingeka ahlaziye ngokungaguquki isu lawo lokuhlobana nezizukulwane ezincane. Lawa maqhinga kumele abandakanye ubuchwepheshe obuthuthukisiwe, obufana ne-VR noma i-AR, ukuze kugcinwe ukuxhumana komuntu siqu amakhasimende anakho nemikhiqizo. Izinkampani kufanele futhi ziqinisekise ukuthi isimo sazo sihambisana namagugu ahlala eshintsha ezizukulwaneni ezizayo, kuyilapho ziqapha nabasabalalisi ukuze zigcine ukuhluka. Ngenhlanganisela yokuqamba izinto ezintsha nokwenza kube ngokwakho, amabhrendi okunethezeka angaqhubeka nokudala ukuzizwisa okuhle kakhulu kokuthenga kuyilapho egcina isimo sawo esihloniphekile. Umhlaba uyashintsha, futhi izinhlobo zikanokusho zilapha ukuze zihlale.
Mayelana noLauren Terry
U-Lauren Terry usesikhundleni esiphakeme esikhungweni semfundo ephakeme e-Duquesne University osebenza kabili kwe-Marketing and Analytics kanye ne-miniring in Sales. Kuwo wonke umsebenzi wakhe wokufunda e-SGK, u-Lauren ubegxile esu lokuqukethwe, amamethrikhi, okuqukethwe kwezokuxhumana, kanye nokubhala egxile ekukhangiseni okunethezeka nokumaketha. U-Lauren ungumsebenzi wokuphatha ushintsho oqinisekisiwe we-Prosci onomfutho wokusebenzisa inqubekelaphambili eyimpumelelo ngaphakathi kwamabhizinisi.
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