Izitoreji Eziyinhloko
Ukumaketha komgqugquzeli wangempela nokuxoxwa kwezindaba ngomkhiqizo kukhanga abathengi abangabazayo, okukhulisa ukwethembana ngezikhangiso eziqondene nawe ezihambisana namanani azo.
Ukusetshenziswa okuphezulu kweselula nokusika izintambo kuqhubekisele phambili ukukhula kokukhangisa kwamavidiyo edijithali. Ukusebenzisa i-AI, i-AR ne-VR kungabaluleka ekudaleni imikhankaso yezikhangiso ehehayo.
Izinguquko ekuziphatheni kwabathengi ziholele ekushintsheni ekukhangiseni okuhleliwe, okwenza ukuthengwa kwezikhangiso okuqhutshwa yidatha nokuzenzakalelayo kusebenze kahle.
Umhlaba wokukhangisa ushintshe kakhulu, ngenxa yokuziphatha kwabathengi okuthuthukayo kanye nokwethulwa kobuchwepheshe obusha obusha. Ukwazi ubuciko bokuzulazula kulezi zinguquko eziyinkimbinkimbi kubalulekile ukuze wakhe amasu okuthengisa asebenzayo. Ukusebenzisa izindlela ezintsha ezifana nokwenza kube ngokwakho okushayelwa yi-AI, ukumaketha kwethonya, into engekho ngokoqobo (AR), i-virtual reality (VR), kanye nokwenza ngcono ukusesha ngezwi kubalulekile ukuze kubhekwane nezinselele ezinjengokukhathala kwezikhangiso nokugqama endaweni ephithizelayo yokukhangisa kwedijithali. Kumabhrendi nama-ejensi okukhangisa, ukwamukela lezi zitayela ezidlondlobalayo kanye nokugcina ukuxhumana nabathengi emakethe eshintsha njalo kubalulekile ekusunguleni ubukhona bemakethe obuqinile.
Isimo Samanje Sokukhangisa Kwedijithali
Ukukhangisa kwedijithali kushintshe kakhulu kuvidiyo yedijithali futhi kude nokukhangisa kukamabonakude. Ukuthuthuka okubalulekile “ekunqunyweni kwentambo” - ukukhansela ikhebula elivamile elivuna ukusakaza kanye nezinketho ze-TV yedijithali - kanye nokukhula okukhulu kwezinkundla zokusakaza ze-TV (CTV) ezixhunyiwe kube nomthelela kulolu shintsho.
Ngenkathi abathengi abaningi bekwazi ukudlula kalula izikhangiso ezinkundleni ezahlukahlukene zokusakaza njengeNetflix, iMax neHulu, izindleko eziphakeme zokuba nezinhlelo ezahlukahlukene zeprimiyamu kwenze abanye abathengi banciphisa ama-subscription tiers. INetflix yethula isigaba sayo esisekelwa yizikhangiso ngo-2022 futhi yazuza ababhalisile abayizigidi ezinhlanu ezinyangeni eziyisithupha. I-Netflix isanda kusho ngo-Okthoba ka-2023 ukuthi u-30.0% wababhalisile abasha bakhethe isigaba esisekelwa isengezo ezifundeni lapho zitholakala khona.
Ukwenyuka kokukhangisa ezinkundleni zokuxhumana ezinkundleni ezifana neTikTok, Facebook kanye ne-Instagram nakho kube nomthelela ekuguquleni ukukhangisa kumavidiyo edijithali. Abakhangisi bandise ukusebenzisa amavidiyo amafushane okukhangisa kubathengi kumadivayisi eselula njengoba bechitha isikhathi esiningi kumafoni abo, okunikela ku-65.5% wezindleko zokukhangisa kwedijithali eziya ekusetshenzisweni kwezikhangiso zamaselula.
Ngalezi zinguquko, ukukhangisa kwedijithali kuye kwagcwala kakhulu. Ukukhathala kwezikhangiso kube nomthelela ekwandeni kwabathengi abasebenzisa izivimba-sikhangiso kanye nokwehla okukhulu kwamazinga okuchofoza. Ukwenyuka kokukhangisa kwedijithali nakho kuholele ekukhuleni okukhulu kwenani lezinkampani ezikhangisayo, okunomthelela ekugcwalisweni kwemakethe.
Ngaphezu kwalokho, amaqhinga okukhangisa athuthukele ekuthengeni izikhangiso okuhleliwe ukuze kuthuthukiswe amanani okuchofoza. Le ndlela yenza ngokuzenzakalelayo ukuthengwa nokudayiswa kwezikhangiso, isebenzise ukuhlaziya idatha ukuze kwandiswe ukusebenza kahle kwezikhangiso. Ngo-2024, ukuthengwa kwezikhangiso okuhleliwe kulindeleke ukuthi kumelele u-91.3% wokukhangisa kwedijithali e-US. Ukukhangisa kwamaselula kusebenzisa kakhulu ukuthengwa kwezikhangiso okuhleliwe, okwenza u-70.6% wokuthengwa kwezinhlelo ze-digital display ngo-2023. Nakuba kukhona ukuncipha kokuthengwa kwezikhangiso okuhleliwe kumakhompuyutha aphathekayo namadeskithophu, ukusetshenziswa kwakho kufinyelele ezinkundleni zokuxhumana ezixhunyiwe (i-CTV) njengoba amabhizinisi ezungeza le fomethi evelayo.
Indlela Amaqhinga Asafufusa Awakha Ngayo Amasu
Ubuchwepheshe obusafufusa budlala indima ebalulekile ekuthuthukiseni ukuqondiswa kwabathengi ezikhangisweni nasekukhuphuleni amaleveli okubandakanya umkhankaso wesikhangiso. Ukuhlanganiswa kwe-AI, AR, VR, nobuchwepheshe bokusesha ngezwi kuba nomthelela omkhulu ekuhlanganyeleni kwabathengi nemikhiqizo. Lo mthelela uqhuba ukuzibandakanya kwezikhangiso futhi ukhuthaze ukwethembeka okujulile komkhiqizo ngokusebenzisa ukuzizwisa komuntu siqu, okugxilile.
Ukwenza kube ngokwakho okuqhutshwa yi-AI kumi phambili, kukhulisa kakhulu impumelelo yemikhankaso yokukhangisa ngokwenza izikhangiso zifike ngesikhathi futhi zihambisane kakhulu. Ukusebenzisa idatha yomthengi, ukwenza kube ngokwakho i-AI ithunga izikhangiso ukuze zifane nezintandokazi zomuntu ngamunye, okuboniswa uhlu lwadlalwayo lwe-Spotify's Discover Maviki onke. Lolu hlu lwadlalwayo olukhethwe nge-AI, oluklanyelwe imilando yokulalela yabasebenzisi, lusebenza njengethuluzi elinamandla embonini yokusakaza umculo eqhudelana kakhulu.
Ngokuqhubeka nokuthuthukisa ulwazi lwabathengi, i-Augmented reality (AR) iguqula okuhlangenwe nakho kokuthenga ngokuvumela abathengi ukuthi bazame cishe izingubo noma babone ngeso lengqondo ifenisha emakhaya abo, kuthuthukise inqubo yokuthenga izinto ezifana nezingubo, izicathulo, ifenisha, nezimonyo. I-IKEA's Place App iyisibonelo salokhu, ivumela abasebenzisi ukuthi bathwebule indawo yabo futhi babeke ifenisha enobukhulu obunembile, baze balingise umthelela wokukhanya okuhlukahlukene nezithunzi endleleni ifenisha ebukeka ngayo. Lolu hlelo lokusebenza lwe-AR lusekela kakhulu ukuthengiswa kwe-e-commerce ngokwandisa ukuzethemba kwabathengi kokuthi izinto ezintsha zizongena kanjani ezikhaleni zabo.
Ngaphezu kwalokho, i-virtual reality (VR) inikeza abathengi umuzwa ojulile kuzilungiselelo ezihlukahlukene. Umsunguli wakuqala, i-Teleporter VR Experience ka-Marriott, inikeze ngolwazi lokuhamba olubonakalayo ezindaweni ezifana ne-Hawaii noma i-London. Abahlanganyeli bangangena “kuma-teleporters” ohambweni lwezinzwa lwemizuzwana eyi-100, oluphelele ngamaphampu omoya, izihlinzeki zephunga nenkungu, ukuze balingise isipiliyoni sangempela.
Okokugcina, ukuthuthukisa ukusesha ngezwi kuqondisa indlela abathengi abathola ngayo imikhiqizo namasevisi, kuthuthukisa ulwazi lomsebenzisi kuzo zonke izinkundla. Ukuqaliswa kwe-Starbucks koku-oda okwenziwa kusebenze ngezwi nge-Alexa, Umsizi we-Google, ne-iOS kufaka isibonelo salokhu, okwenza inqubo yoku-oda ibe lula. Lokhu lula, okukhanga kokubili amakhasimende akhona nangase abe khona, kungase kukhulise ukwethembeka komkhiqizo futhi kukhuthaze ukushintsha kokuncanyelwayo kwabathengi.
Izici Eziyinhloko Zempumelelo
- Ukutshala imali ku-AI nasekufundeni ngomshini: Ochwepheshe bezokukhangisa kufanele babeke phambili ukuhlanganiswa kwe-AI nokufunda komshini emikhankasweni yabo. Ngokuzenzakalela ukuhlaziywa kwedatha, lobu buchwepheshe bungakwazi ukuhlonza amathrendi namaphethini ekuziphatheni kwabathengi, okuvumela ukudalwa kwezikhangiso ezenzelwe umuntu siqu kakhulu neziqondiswe kakhulu. Le ndlela ithuthukisa ukuhambisana kwezikhangiso kubathengi ngabanye futhi ithuthukisa i-ROI ngokugxilisa izinsiza emasegmentini wamathuba aphezulu.
- Sebenzisa i-AR ne-VR ukuze uthole I-Immersive Experience: Ukuze bavelele emakethe egcwele abantu, abakhangisi kufanele bahlole amandla we-augmented reality (AR) kanye ne-virtual reality (VR) ukuze badale ukuzizwisa kwesikhangiso okucwilisayo nokuhehayo. Lokhu kungase kuhlanganise izihlungi ze-AR ezinkundleni zokuxhumana zokuzama emikhiqizweni noma ukuvakasha kwe-VR okwethula abathengi kusevisi noma indawo. Ukunikeza lokhu kuzizwisa okuhlukile kungakhuphula kakhulu izinga lokuzibandakanya nokuguqulwa.
- Ilungiselela Ukusesha Ngezwi: Ngokusetshenziswa okukhulayo kwabasizi bedijithali abafana ne-Alexa ne-Siri, ukuthuthukisa okuqukethwe kokusesha ngezwi kuya ngokuya kubaluleke kakhulu. Ochwepheshe bokukhangisa kufanele bafake amagama angukhiye olimi lwemvelo kanye nama-FAQ kuqhinga labo lokuqukethwe ukuze bathuthukise ukubonakala emiphumeleni yosesho lwezwi. Lokhu kuqinisekisa ukuthi amabhrendi ahlala efinyeleleka kubathengi abasebenzisa le ndlela yokusesha ekhula ngokushesha.
- Hlala Uqapha futhi Ujwayelane Nezinguquko Zenkundla: Isimo sedijithali sishintsha njalo, izinkundla zokuxhumana zihlale zibuyekeza ama-algorithms futhi zethula izici ezintsha. Ochwepheshe bezokukhangisa kufanele bahlale benolwazi mayelana nalezi zinguquko futhi bazimisele ukulungisa amasu abo ngendlela efanele. Lokhu kungase kuhlanganise ukushintsha isabelomali sesikhangiso siye ezinkundleni ezisafufusa lapho izethameli eziqondiswe kuzo zisebenza kakhulu noma zizama amafomethi ezikhangiso amasha asebenze ngempumelelo kakhulu ngenxa yezibuyekezo ze-algorithm.
Ukujwayelana Nokuziphatha Kwabathengi Okuthuthukayo
Abathengi baya ngokuya belangazelela ukuzizwisa komuntu siqu kanye nemikhiqizo ebonisa amanani abo. Lokhu kuguquguquka sekuholele ekukhuleni kokungabaza mayelana nezikhangiso zendabuko. Ngenxa yalokho, izinkampani seziqalile ukubuyekeza izindlela zazo zokumaketha ukuze zizuze ukugunyazwa kwabathengi.
Ukumaketha kwe-Influencer kuvele njengesu elisebenzayo kulo mkhakha omusha, okunikeza ukuthinta komuntu siqu kubathengi abethembayo nabalandela laba bagqugquzeli. Izikhangiso ezabiwe ngabagqugquzeli ngokuvamile zizwakala ziyiqiniso kakhulu futhi zivame ukuzuza ukwethenjwa okukhulu okuvela ezithamelini. Ngaphezu kwalokho, okuqukethwe okukhiqizwa umsebenzisi, okufana nobufakazi obabiwe ezinkundleni zokuxhumana nakwezinye izinkundla, kwengeza isendlalelo esengeziwe sobuqiniso nokwethembeka emikhiqizweni.
Abathengi banamuhla baqaphela kakhulu inhlalo kanye nemvelo kunanini ngaphambili, badonsela kumabhrendi abonisa injongo ecacile ngale kwemikhiqizo yabo. Amabhrendi azibandakanya ekuxoxeni izindaba okuyiqiniso futhi akhuthaze ukuzibandakanya komphakathi angakha ukulandela okuthembekile okweqa inani elisheshayo lemikhiqizo yabo.
Icala eliyisibonelo lokukhuthaza ukuxoxwa kwezindaba okuyiqiniso nokuzibandakanya komphakathi uhlelo lwe-TOMS One for One, olunikela ngezicathulo zepheya ngalinye elithengiswayo. I-TOMS Virtual Giving Trip, into engokoqobo ebonakalayo, ivumela abathengi ukuthi bazibonele mathupha umthelela omuhle wenjongo yomkhiqizo, okuthuthukisa ubuqiniso nokukhanga kokuzibophezela kwe-TOMS. Lesi sinyathelo sihehe amakhasimende athembekile futhi sagqugquzela amanye amabhizinisi ukuthi asebenzise izindlela zokuxhumana ezifanayo.
Sengiphetha, amabhrendi kumele ahlale ehambisana nezinguquko ezisheshayo ekuziphatheni kwabathengi, okuvumela lezi ziguquko ukuthi ziqondise amasu abo okumaketha. Ngokusebenzisa ubuchwepheshe obusebenzayo, ukwamukela ukuzizwisa komuntu siqu, kanye nokukhombisa umqondo ocacile wenhloso, amabhrendi angakwazi ukuxhumana nabathengi ezingeni elijulile, ahlakulele ukwethembeka komkhiqizo nokushayela ukuthengisa. Ngendlela efanele kanye namathuluzi, amabhizinisi angahlala ehamba phambili esimweni sabathengi esihlala sishintsha.
Izici Eziyinhloko Zempumelelo
- Zibandakanye Ekuxoxeni Indaba Okuyiqiniso: Ochwepheshe bezokukhangisa kufanele bagxile ekwakhiweni kwezindaba eziyiqiniso ezihambisana namanani nezithameli eziqondiswe kubo. Lokhu kuhilela ukudlulela ngalé kokuthengisa umkhiqizo noma isevisi ukuze ulandise injongo yomkhiqizo, umthelela wawo emphakathini, noma ukuthi ubhekana kanjani nezidingo zabathengi ngendlela eqotho. Ukuxoxwa kwezindaba okuyiqiniso kungathuthukisa kakhulu ukwethembeka komkhiqizo nokwethenjwa kwabathengi, ikakhulukazi phakathi kwezethameli ezincane ezikwazisa ukubeka izinto obala nokuzibophezela komphakathi.
- Sebenzisa Ukwenza Okuthandwa Nguwe Kwedatha: Sebenzisa ukuhlaziya okuthuthukile nokuhlukaniswa kwekhasimende ukuze ulethe ukuzizwisa komuntu siqu kokukhangisa. Ngokusebenzisa idatha evela ezindaweni zokuthinta eziningi, abakhangisi bangakha imikhankaso eqondiswe kakhulu ekhuluma ngokuqondile nezidingo zomthengi ngamunye kanye nokuthandwayo. Ukwenza kube ngokwakho kungasukela emilayezweni yokumaketha ye-imeyili eyenziwe ngokwezifiso kuye kokuhlangenwe nakho komuntu ngamunye kokuthenga ku-inthanethi, okuqinisekisa ukuthi umthengi ngamunye uzizwa eqashelwa ngendlela ehlukile futhi eyigugu.
- Foster Community and Co-Creation: Thuthukisa izinkundla ukuze abathengi bazibandakanye nomkhiqizo kanye nomunye. Lokhu kungase kuhlanganise ukudala izinkundla eziku-inthanethi, amaqembu enkundla yezokuxhumana, noma izinkundla zokudalwa ngokubambisana lapho abathengi benganikela khona ngemibono yemikhiqizo emisha noma ukuthuthukiswa. Amasu anjalo anika abathengi amandla, abanike izwi nokubamba iqhaza ekuthuthukisweni komkhiqizo, okungakhuthaza umphakathi oqinile futhi kujulise ukubandakanyeka komkhiqizo.
Imicabango yokugcina
Ukwamukela umqondo wokucabanga phambili kanye nentuthuko yezobuchwepheshe ezuzisayo amasu ayinhloko okuphumelela emhlabeni osheshayo wokukhangisa. Abathengi besimanje bafuna ukuzizwisa komuntu siqu kanye nemikhiqizo ehambisana nezimiso zabo, okukhuthaza ama-ejensi ukuthi athole izindlela zokuthuthukisa imikhankaso enomthelela. Ama-ejensi okukhangisa alungele ukuzivumelanisa nobuchwepheshe obusha kanye namashifu ekuziphatheni kwabathengi asethelwe ukunwetshwa. Kule ndawo eguquguqukayo, ukushesha kuba inzuzo kanye nemfuneko. Amabhrendi amukela lokhu kuziphendukela kwemvelo abekwe ukuthi aphumelele.
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