Chii chinonzi social marketing?

Wakambonzwa here nezve kushambadzira kwevanhu?, Kutengeserana kwevanhu kunogona kutsanangurwa, nenzira iri nyore, sekushandiswa kwemaitiro anoshandiswa nemusika kuparadzira mazano anobatsira munharaunda. Chinangwa chikuru ndechekuti ita kuti vanhu vatore pfungwa dzakanaka kana maitiro uye/kana kuti vadzivise maitiro anokuvadza.

Mune ino post tichakuudza zvishoma nezve iyi seti yematekiniki uye tsvagiridzo inoitwa kuvandudza kushambadzira kwezvigadzirwa.

Chii chinonzi social marketing?

Muchidimbu, zvinogona kutaurwa izvozvo Rudzi urwu rwekutengesa harutsvaki kutengesa, asi kushanduka kwakadzama kwevanhu.

Philip Kotler, mumwe wevakatanga "kushambadzira kwemazuva ano", akaitsanangura se "kugadzirwa, kushandiswa uye kutonga kwezvirongwa zvakagadzirirwa kuwedzera kugamuchirwa kwepfungwa kana chikonzero chemagariro evanhu nemamwe mapoka anotarirwa". Kuti uite izvi, maturusi anoshandiswa mukushambadzira uku senge mukushambadzira kwechinyakare. Kureva, kushambadza uye kutsvagisa kwemusika, asi inoisa zvinangwa kunze kwekungotengeswa kwechigadzirwa chakataurwa kana sevhisi.

Mhando dzekushambadzirana kwevanhu

Kwemakore, kushambadzira kwakatora nzira dzakasiyana-siyana dzekushandisa, zvichienderana nenzira inotsvakwa, yatine marudzi anotevera:

• Internal Social Marketing. inobata sei kukudziridza nekukurudzira shanduko yetsika pakati pevagamuchiri vane hukama nenhepfenyuro, kusanganisira vezvematongerwo enyika, vatungamiriri vemagariro, nyanzvi, vadzidzisi, vakangwara, vamiriri vemapoka ebhizinesi, masangano evashandi, nezvimwe.
• External Social Marketing. Zvinosanganisira kushambadza nekushambadzira, magariro uye tsika, senzira yekukurukurirana kwevanhu inoshandiswa kukurudzira shanduko yehutsika. Chinangwa ndechekumisa nzira yekutaurirana hunhu uye maitiro munharaunda uye kugadzira matrix yemafungiro nezve nzira iyo vanhu vanofanira kufunga, kunzwa uye kuita. The mass media ndiwo muenzaniso wemhando iyi yekutengesa, iyo inogona kusvika kune nhamba huru yevanhu munguva pfupi.
• Interactive Social Marketing. Kupindira kwevanhu munharaunda (vanhu) vanogamuchira mabasa ndivo passive agents nekuda kwekugona kwavo kushoropodza uye kuongorora ruzivo vachigadzira hukama hwechikonzero kuburikidza nemaitiro ehungwaru, kana vaine hunhu hune mhedzisiro yakanaka pazvinhu zvemagariro, budiriro, zvitendero uye maitiro.

Zviratidzo

Naizvozvo, ese masocial marketing campaigns anoda a social product. Zvichienderana nemhando yezvinodiwa zvaunazvo, isu tinowana akasiyana maitiro:

• Demand in sight. Panowanzova nemamiriro ezvinhu anokanganisa nzanga yose zvayo. Ngaive denda, kurwisa kana dambudziko rehupfumi. Panguva iyoyo, kambani ine mukana wekusarudza kana kutora chikamu mune mhinduro uye, kana zvakadaro, sei.
• Mhosva inokuvadza. Mamwe matambudziko emagariro, akadai sekubhejera, zvinodhaka kana zvimwe zvirwere zvisinganzwisisike, zvinokonzeresa hunhu munharaunda, uye kazhinji mumakambani. Zviri mumhando idzi dzezviito izvo vanopedzisira vawana purofiti yemakambani yavaitadza kuwana.
• Abstract demand. Kusiyana nezvakapfuura, chinangwa chayo ndechekuita kuti veruzhinji vaone nezvekuita chaiko. Muenzaniso weizvi manheru erubatsiro anoitwa nemaguta ese kana vezvenhau kuti vaunganidze mari yechiitiko chekushamwaridzana.

Pamusoro peizvi, kune mamwe marudzi ezvido zvevanhu izvo zvinopa kusimuka kune akasiyana magariro ekushambadzira maitiro. Ndivo vose vanhu vanochinjira kuzvinodikanwa izvo nzanga inoda kufukidza.

mienzaniso yekushambadzira kwevanhu

Iyi mienzaniso inotiratidza zvese nenzira inoshanda uye inokupawo mazano. Heino mimwe mienzaniso yesocial marketing (yekambani uye isiri-yekambani):

• IKEA. Kambani yeSweden yakabatana neRed Cross kuti izivise nezvehondo muSyria uye yakagadzira mufananidzo weimba muSyria muchitoro chayo, uko ruzivo nezvemamiriro ezvinhu munyika inogona kuverengwa zvakare.
  Pamusoro pezvo, vane mumwe mushandirapamwe "Stuffed Mhuka dzeDzidzo” uko kambani inodyidzana neUnicef ​​​​uye Save the Children yeDzidzo yevana vari panjodzi yekusabatanidzwa munharaunda. Pamhuka yega yega yakatengwa yakatengwa, chikamu chemari yacho chichapihwa kune ichi chikonzero.
• AUSONIA. Pasi pe sirogani "Joinha, miniti yega yega yakakosha”, Ausonia yave ichibatsira kupa mari mapurojekiti ekutsvagisa kenza yemazamu kubvira 2009. Pachiitiko ichi, inobata pamwe neAECC (Spanish Association Against Cancer), pamwe chete nechirongwa chekutsvakurudza chaDkt Joaquín Arribas. Chinangwa ndechekuwana mari yekutsvaga mamwe marapiro emhando dzakasiyana dzegomarara rezamu.
• Font Vella. Iyo yeSpanish mvura mhando yakagadzira iyo "Eres Impulso" chirongwa chekuwedzera kuoneka kwevakadzi mabhizinesi uye kubvisa stereotypes yevakadzi kukurudzira kuenzana. Imwe yemapurojekiti ake ipurojekiti Chroma Sum.

Mimwe mienzaniso ndeiya yeStarbucks neFairTrade ye“kofi yakanaka” kana kuti Lidl naro chokoreti kutengeserana kwakanaka.

Iyi ingangove mienzaniso mipfupi mishoma, asi kana iwe ukaongorora zvishoma muchikamu cheCSR (Corporate Social Responsibility) chemakambani, uchaona kuti angangoita sei ese ane chimwe chirongwa chemagariro kana nharaunda. Ndinovimba kuverenga uku kwakabatsira kwauri, uye kunoita kuti uone makambani neSosaiti kubva kune imwe nzvimbo yekuona.