Ukuzinakekela sekuyinto ehamba phambili kubathengi abaningi eminyakeni embalwa edlule, ikakhulukazi ngenxa yalolu bhubhane ngo-2020. Eqinisweni, phakathi kuka-2019 no-2020, i-Google Trends ikhombisa ukwanda okungama-250% osesho oluhlobene nokuzinakekela. Lolu shintsho lwamasiko lunikeza ithuba elikhulu lemikhiqizo yobuhle. Kunokuba nje badayise imikhiqizo, amabhrendi angazimisa njengabalingani ohambweni lokuzinakekela lwabathengi, anikeze izixazululo ezibhekana nezidingo zabo ezingokwenyama nezingokomzwelo.
Ngakho-ke, ake sikhulume ngokuzinakekela, ukuthi kuhlobana kanjani nemboni yobuhle, nokuthi ungakusebenzisa kanjani ukumaketha imikhiqizo yakho. Yebo, kubalulekile ukukhumbula ukuthi imizamo yakho yokumaketha kufanele ibe qotho, ngakho-ke cabanga ukuthi kusho ukuthini ukuzinakekela kuwe nokuthi ungakufaka kanjani ezenzweni zakho zebhizinisi zansuku zonke.
Okuqukethwe
Kuyini ukuzinakekela, futhi kuhlobana kanjani nemakethe yobuhle?
Imakethe yemikhiqizo yokuzinakekela
Indlela yokusebenzisa ukuzinakekela ukumaketha imikhiqizo yobuhle
Kuyini ukuzinakekela, futhi kuhlobana kanjani nemakethe yobuhle?
Ukuzinakekela kusho umkhuba wokuthatha izinyathelo ngamabomu ukuze ulondoloze noma uthuthukise inhlalakahle yomuntu engokomzimba, engokwengqondo, nengokomzwelo. Kuhlanganisa imisebenzi eminingi, kusukela emicikilishweni elula yansuku zonke efana nezinqubo zokunakekelwa kwesikhumba nokuzilolonga kuya ekuziphatheni okunethezeka okufana nezinsuku ze-spa noma izikhathi zokuzindla. Emgogodleni wako, ukuzinakekela kumayelana nokuzibeka phambili nokwenza izinto ezithuthukisa impilo, ukuphumula, kanye nenjabulo iyonke.
Eminyakeni yamuva nje, ukuzinakekela kuye kwagqama kakhulu emasikweni athandwayo, okuqhutshwa ukuqwashisa okwandayo kokubaluleka kwempilo yengqondo nokuphila kahle. Lokhu kushintshwa kwamasiko kube nomthelela omkhulu ezimbonini eziningi, kuhlanganisa nemakethe yobuhle.
Ngokwesiko, imakethe yobuhle ibigxile kakhulu ekubukekeni komzimba, ihlinzeka ngemikhiqizo eklanyelwe ukuthuthukisa noma ukushintsha ukubukeka komuntu. Kodwa-ke, njengoba inhlangano yokuzinakekela ithola umfutho, imakethe yobuhle iye yavela ukuze ihambisane eduze nemigomo yenhlalakahle ephelele.
Namuhla, abathengi abaningi babheka ukunakekelwa kwesikhumba nobuhle hhayi nje njengendlela yokubukeka kahle kodwa futhi njengengxenye ebalulekile yemikhuba yabo yokuzinakekela. Kusukela kumamaski obuso okuzijabulisa nemikhiqizo yokugeza ewubukhazikhazi kuya ekwakhiweni okunempilo kwesikhumba, imikhiqizo yobuhle iya ngokuya imakethwa futhi isetshenziswa njengamathuluzi okuzinakekela nokuziveza.
Izimbangela zokushintsha kokuzinakekela emakethe yobuhle
- Isiko Lokuphila kahle: Ngokukhula komkhakha wezempilo, abathengi baya ngokuya befuna imikhiqizo kanye nolwazi olukhuthaza inhlalakahle ephelele. Amabhrendi wobuhle aphendule ngokuhlanganisa izithako nokwenziwa okugcizelela impilo nokondleka, okubhekelela isifiso sabathengi semikhiqizo esekela imigomo yabo yokuphila kahle iyonke.
- Ukuxhumana nomzimba: Kukhona ukuqashelwa okukhulayo kokuhlobana phakathi kokubukeka komzimba nempilo yengqondo nengokomzwelo. Abathengi abaningi babheka izindlela zabo zobuhle njengethuba lokunakekela isikhumba sabo nokuthuthukisa impilo yabo engokwengqondo ngokuzibandakanya emikhubeni enengqondo, ephumuzayo.
- Ukuziveza nokuzinika amandla: Kubantu abaningi, izindlela zobuhle zisebenza njengendlela yokuziveza nokuzinika amandla. Kungakhathaliseki ukuthi ngokuhlola ukubukeka kwezimonyo noma ngokuhileleka emicikilishweni yokunakekelwa kwesikhumba, abathengi basebenzisa imikhiqizo yobuhle ukuze baveze ubuhlakani babo, bakhulise ukuzethemba kwabo, futhi baveze ubunikazi babo.
- Umphakathi kanye nokuxhumana: Umphakathi wobuhle, ikakhulukazi ezinkundleni zokuxhumana, usuphenduke umthombo wogqozi, ukwesekwa, kanye nobudlelwane kubathengi abaningi. Ngokwabelana ngamathiphu, izincomo, nolwazi lomuntu siqu, abantu baxhuma nabanye ababelana ngothando lwabo lobuhle nokuzinakekela, bedala umuzwa wokuba ngowabanye nomphakathi.
Ukuzinakekela sekuxhumene ngokujulile nemakethe yobuhle, kubunjwa okuthandwa ngabathengi, ukuziphatha, kanye nesimo sengqondo ngemikhiqizo yobuhle. Ngokwamukela izimiso zokuzinakekela kanye nokuqondanisa amasu okumaketha ngendlela efanele, izinhlobo zobuhle zingasebenzisana ngokuphumelelayo nabathengi, zikhuthaze ukuxhumana okunenjongo, futhi ziqhubekisele phambili ukwethembeka komkhiqizo endaweni yemakethe eqaphela kakhulu ukuphila kahle.
Imakethe yemikhiqizo yokuzinakekela
Imboni yezempilo emhlabeni wonke inenani elingaphezu kwe-US $4.5 trillion, okubonisa ushintsho olukhulu ekubekeni phambili ukuzinakekela emhlabeni jikelele. Ngasikhathi sinye, imakethe yobuhle nokunakekelwa komuntu siqu emhlabeni wonke kulindeleke ukuthi ingenise imali yase-US $ 646.20 billion ngo-2024, ngezinga lokukhula lonyaka elihlanganisiwe (CAGR) lika-3.33% phakathi kuka-2024 no-2028.
Indlela yokusebenzisa ukuzinakekela ukumaketha imikhiqizo yobuhle
Ibhizinisi lakho cishe selivele lithengisa imikhiqizo ekhanga abasebenzisi abafuna ukuzinakekela. Ake sibheke amasu okumaketha ongawasebenzisa ukukhulisa ukuthengisa.
1. Dala ukulandisa komkhiqizo wokuzinakekela
Ukuze imakethe ngempumelelo imikhiqizo yobuhle ngaphakathi kwendawo yokuzinakekela, amabhrendi kumele aqale athuthukise ukulandisa okuhambisana nezethameli eziqondiswe kuwo. Lokhu kulandisa kufanele kugcizelele amandla aguqulayo okuzinakekela futhi kubeke uphawu njengomgqugquzeli wenhlalakahle ephelele.
Ngokwesibonelo, Umkhankaso kaDove othi “Ubuhle Bangempela” inselele izindinganiso zobuhle bendabuko ngokubungaza ukuhlukahluka kanye nokukhuthaza ukuzamukela. Ngokuvumelanisa umlayezo womkhiqizo wayo nezimiso zokuzinakekela nokuzinika amandla, i-Dove ayizange nje ihehe isisekelo samakhasimende esithembekile kodwa futhi yavusa izingxoxo ezizwakalayo mayelana nobuhle nokubukeka kwayo.
Nakuba kusenendlela ende okufanele siyihambe embonini yobuhle uma kuziwa ezindinganisweni zobuhle eziyinselele, zonke izinyathelo ezithathwayo maqondana nokubandakanywa zibalulekile.
2. Yiba yisiphathimandla esithenjwayo embonini
Ngokungeziwe ekukhangiseni imikhiqizo, amabhrendi wobuhle angangeza inani ezimpilweni zabathengi ngokunikeza izinsiza zemfundo nosekelo oluhlobene nokuzinakekela. Kungakhathaliseki ukuthi ngokuthunyelwe kwebhulogi, okokufundisa, noma imicimbi ebonakalayo, amabhrendi anganika abathengi amandla okwenza izinqumo ezinolwazi mayelana nokunakekelwa kwesikhumba kanye nempilo yabo evamile kuyilapho bekhuthaza umuzwa womphakathi nokuba ngabathile.
Izibalo zibonisa ukuthi u-68% wabathengi kungenzeka ukuthi uthenge kumkhiqizo ohlinzeka ngokuqukethwe okufundisayo, ogqamisa ukubaluleka kokunikeza inani elingaphezu kwamaphromoshini womkhiqizo. Ngokuzibeka njengemithombo ethenjwayo yolwazi nesiqondiso, amabhrendi wobuhle angazimisa njengabambisene ohambweni lokuzinakekela lwabathengi, ekugcineni aqhube ukwethembeka nokumela.
Isibonelo, i-skincare brand Okujwayelekile izuze ukulandela okuqotho ngokuqeda izithako ze-skincare kanye nokwakheka ngokusebenzisa ibhulogi yayo yezemfundo neziteshi zokuxhumana. Ngokuhlomisa abathengi ngolwazi nezinsiza, i-Ordinary ibanikeze amandla okulawula izinqubo zabo zokunakekelwa kwesikhumba futhi benze izinqumo ezinolwazi mayelana nokuthi yimiphi imikhiqizo evumelana kangcono nezidingo zabo.
Ithiphu: Yiba phambili mayelana nezithako zakho. Kunanini ngaphambili, abathengi bafuna ukwazi kahle ukuthi yini emikhiqizweni yabo.
3. Xhumana nabathengi ezingeni lomuntu siqu
Abathengi bafuna amabhrendi angempela futhi ayiqiniso. Yiba ngokoqobo futhi ungapheleli nezilaleli zakho; abathengi bobuhle bayagula ngomqondo wokulwela ukuphelela.
Inkundla yezokuxhumana iyindawo enhle yokuxhumana nabantu abangaba amakhasimende mathupha. Thatha isikhathi sokudala okuqukethwe kwenkundla yezokuxhumana okuthembekile nokuhehayo, futhi ukhumbule ukuhlanganyela nabantu emazwaneni.
Enye indlela enhle yokwakha ukuxhumana ngokuqukethwe okukhiqizwa ngumsebenzisi. Okuqukethwe okukhiqizwa umsebenzisi (i-UGC) embonini yobuhle kubhekisela kunoma yiluphi uhlobo lokuqukethwe—njengezithombe, amavidiyo, ukubuyekezwa, ubufakazi, noma okuthunyelwe kwenkundla yezokuxhumana—okudalwe abathengi kunomkhiqizo ngokwawo.
I-UGC ivamise ukufaka abantu bansuku zonke esikhundleni samamodeli noma abagqugquzeli, okuyenza ihlobane kakhudlwana kumthengi ojwayelekile. Uma abantu bebona abanye abafana nabo besebenzisa futhi bejabulela umkhiqizo, maningi amathuba okuthi bazizwe bexhumene futhi bazibone bewusebenzisa nabo. Ukwengeza, ukukhuthaza abasebenzisi ukuthi bakhe futhi babelane ngokuqukethwe kukhuthaza umuzwa womphakathi nokuba phakathi kwamakhasimende. Uma abathengi bebona izithombe zabo noma izibuyekezo ezivezwa uhlobo oluthile, bazizwa bebalulekile futhi maningi amathuba okuthi bahlanganyele nomkhiqizo nomphakathi wawo.
4. Uzakwethu nabanamandla kanye nongoti bezempilo
Ukumaketha kwe-Influencer sekuphenduke insika yamasu omkhiqizo wobuhle, okuvumela izinkampani ukuthi zifinyelele izethameli ezintsha futhi zakhe ukwethembeka ngamazwi athembekile. Uma kuziwa ekuzinakekeleni, ukusebenzisana nabagqugquzeli kanye nochwepheshe bezempilo kunganikeza ubuqiniso kumlayezo womkhiqizo kuyilapho kuhlinzeka ngemininingwane ebalulekile nezincomo kubathengi.
Izibalo zibonisa ukuthi ukumaketha kwe-influencer kuletha i-ROI ephakeme ngokuphindwe ka-11 kunezinhlobo zendabuko zokumaketha kwedijithali, okuyenza ibe yindlela enenzuzo yemikhiqizo yobuhle. Ngokubambisana nabagqugquzeli abahlanganisa izimiso zokuzinakekela nokuphila kahle, amabhrendi angakhulisa umlayezo wawo futhi akhuthaze ukuxhumana kwangempela nezethameli eziqondiswe kubo.
Isibonelo, i-skincare brand Ndlovu edakiwe uye wakha inkolo elandelayo ngokubambisana nochwepheshe be-skincare kanye nabagqugquzeli abakhuthaza indlela elula, "ehlanzekile" yobuhle. Ngokuzihlanganisa namazwi athembekile emphakathini wezempilo, Indlovu Edakiwe ibeke imikhiqizo yayo njengamathuluzi abalulekile okuzuza isikhumba esinempilo, esikhazimulayo njengengxenye yendlela yokuzinakekela ephelele.
5. Ungamakethi kubantu besifazane kuphela
Ngokwesiko, imboni yobuhle iqondise abesifazane ikakhulukazi, okuholela embonweni oyiphutha wokuthi ukunakekelwa kwesikhumba nokuzinakekela kuyizinto zabesifazane kuphela.
Imboni yokulungisa amadoda ibe nokukhula okuphawulekayo eminyakeni yamuva nje, iqhutshwa ukushintsha izimo zengqondo maqondana nobudoda kanye nokwanda kokuqwashisa ngokubaluleka kokuzilungisa nokuzinakekela phakathi kwabesilisa. Ngo-2020, imakethe yokunakekela abantu besilisa emhlabeni wonke yalinganiselwa ku-US $124.8 billion, kanti ngo-2030, kulindeleke ukuthi ifinyelele ku-US $276.9. Imakethe yomhlaba wonke yemikhiqizo yokulungisa amadoda yaziswa kakhulu US $ 202.6 billion ngo-2022 futhi kulindeleke ukuthi ikhule ku-CAGR ka-8% ukusuka ku-2023 kuya ku-2030.
Ingxenye ye-skincare ibibusa imakethe, yenza ingxenye ecishe ibe ngama-33.3% ngo-2022. Ukwenyuka kokuqwashisa mayelana nokuzilungisa kanye nenhlanzeko yomuntu siqu bekulokhu kuqhuba isidingo semikhiqizo ye-skincare yamadoda.
Ngakho-ke, kubalulekile ukumaketha imikhiqizo yobuhle neyokuzinakekela kuwo wonke umuntu, kungakhathalekile ubulili. Nokho, amadoda anakho izidingo zokunakekelwa kwesikhumba esiyingqayizivele nokukhathazeka okungase kuhluke kulokho kwabesifazane ngenxa yomehluko wokwakheka kwesikhumba, izici zokuphila, kanye nemikhuba yokuzilungisa.
Ngokwakha nokuthengisa imikhiqizo yobuhle yokuzinakekela eklanyelwe izidingo zamadoda, amabhrendi angabhekana nalokhu kukhathazeka okuyingqayizivele futhi anikeze izixazululo ezihambisana nabathengi besilisa.
Ingabe ufuna ukufunda okwengeziwe ngokuzinakekela kwabesilisa? Funda ngamanye amathrendi lapha.
Imicabango yokugcina
Njengoba abathengi beqhubeka nokubeka phambili inhlalakahle yabo engokwengqondo, engokomzwelo, nengokomzimba, imikhiqizo yobuhle eyamukela izimiso zokuzinakekela futhi iqondise amasu abo okumaketha ngendlela efanele ngeke iphumelele ezimakethe kuphela kodwa futhi izoba nomthelela obonakalayo ezimpilweni zamakhasimende abo. Ngokugqugquzela ukuxhumana kwangempela nokunikeza inani elingaphezu kokukhushulwa komkhiqizo, le mikhiqizo ingaba abalingani abathembekile ezimfuno zabathengi zobuhle, impilo, kanye nenjabulo.
