Iintengiso kunye nezicwangciso zokuthengisa ezisebenzayo

Las izicwangciso zentengiso, Zisekwe kubuchule obahlukeneyo, enye yezona zinto zisetyenziswa kakhulu kukuthengisa, eneentlobo ezininzi kwaye siya kuzityhila apha.

Izicwangciso zentengiso kunye nokuthengisa njengowona mhlobo uphambili

Kukho iindlela ezahlukeneyo zokwenza umkhankaso wokukhangisa oyimpumelelo, basebenzisa izicwangciso ezininzi zentengiso, enye yazo intengiso, eneendlela ezininzi zokusetyenziswa.

Into yokuqala kukuba kufuneka uqaphele ukufumana iindlela ezintsha kwaye uzimisele ukuzama kwaye uzame. Okulandelayo siza kutyhila iindlela ezahlukeneyo zesicelo sokuthengisa.

Intengiso yenziwe ngeentlobo ezininzi, ezinokuthi zibe negalelo ekufumaneni uphawu lwethu okanye iinjongo zenkampani kwaye zezi:

I-imeyile yokuthengisa

Le yenye ye izicwangciso zentengiso endala esele isetyenziswe iminyaka emininzi kwaye yenye yezona zisebenzayo, ezibonelela ngezona ziphumo zibalaseleyo.

Ngokwamanye amaphononongo, imbuyekezo kutyalo-mali lwentengiso ye-imeyile ayibalulekanga malunga ne-40 yeedola kumntu ngamnye otyaliwe.

I-imeyile yokuthengisa luhlobo lwesicwangciso esinokuthi silungelelanise naluphi na uhlobo lwe-brand kunye nephulo lokukhangisa, ukusuka ekukhangekeni kokuqala ukunyaniseka, sisixhobo esisisiseko.

Ukuthengiswa okungekho

Intengiso yangaphakathi yenye yezona zinto zithandwa kakhulu ngabaninzi, kuba imalunga nokubonelela ngentengiso engaphazamisiyo. Apho ingumsebenzisi ngokwakhe othatha isigqibo sokuba loluphi uhlobo lomxholo anqwenela ukuwusebenzisa.

Esi sicwangciso sibonakaliswe ngokukhanga ngokuzithandela umsebenzisi kwi-brand, kwaye emva koko ubaholele ngamanyathelo ahlukeneyo okuguqula i-funnel.

seo

Ukuba malunga nokutsala abasebenzisi, ngokuzithandela, i-SEO okanye i-organic search engine positioning inomsebenzi wokuba xa umsebenzisi efuna ukusombulula imfuno enxulumene ne-brand, sifumanisa ngayo kwaye sikhona.

Le yindlela yokuthengisa ehlawula ixesha elide, nangona kunjalo, lutyalo-mali olufanele ukwenziwa.

sem

I-SEM yentengiso ye-injini yokukhangela ehlawulweyo, ineenjongo ezifanayo kwi-SEO. Oku kubandakanya ukubekwa kwiindawo zokuqala zophendlo olwenziwa ngabasebenzisi kunye nomahluko ukuba isebenzisa uhlobo lwentengiso ehlawulweyo. Esi sicwangciso sinokuzisa iziphumo zexeshana elifutshane, ngokufuthi sigxile kuguqulo.

UkuThengiswa kweMpahla

Le ndlela idla ngokunxulumene neendlela ezingenayo. Kumalunga nokudala umxholo ohlangabezana neemfuno zabasebenzisi ezinxulumene neemveliso kunye neenkonzo ezinikezelweyo.

Zisekelwe kumbono wokubonelela ngoncedo, endaweni yokunyuselwa. Kuyenzeka ukuba usebenzise umxholo wokonwabisa ovuselela iimvakalelo kwaye uchonge ixabiso le-brand.

ukuthengisa kwimidiya yoluntu

Iiwebhsayithi zokunxibelelana mvanje ziye zakhula ngendlela emangalisayo, kuqikelelwa ukuba zinabasebenzisi abamalunga nezigidi ezingama-280 ehlabathini lonke, yaye eli nani liya lisanda ngokuthe ngcembe.

Intengiso yenethiwekhi yentlalontle okanye eyaziwa ngcono njengedijithali, ibandakanya ukuba kwindawo enye apho abasebenzisi bahlala khona. Imalunga nokugcina ubukho obungaphazamisi kunye nokudala uluntu olujikeleze uphawu.

Iintengiso zentlalo

Olu hlobo lwesicwangciso luncedisa ukuthengiswa kweendaba zoluntu, umehluko kukuba endaweni yokuba kubekho ubukho bezinto eziphilayo ngokusebenzisa i-brand channel, iiplatifomu zentengiso yeendaba zoluntu zisetyenziselwa ukukhuthaza iintengiso.

Enye yeenzuzo zayo kukuba inokwahlulwa ngokusebenzisa ulwazi olukhoyo kwiintanethi zentlalo malunga nabasebenzisi, njengendawo, ubudala, isini, njl. Nto leyo inceda ekufumaneni intengiso ehambelanayo yaloo maqela.

Amazon Advertising

Imodeli yentengiso ye-Amazon isekwe kwintengiso ye-pay-per-click (PPC), enezibonelelo ezithile kubathengisi.

Kwelinye icala, iintengiso ezibandakanyiweyo kwiAmazon ngokwayo zivumela abasebenzisi ukuba banxibelelane ngexesha elichanekileyo abathathe isigqibo sokuthenga.

Ukongeza, iqonga linethuba lokubonisa iintengiso kwezinye iisayithi zewebhu usebenzisa ulwazi oluqokelelwe kwizinto ezinomdla kunye nokuthenga.

 Bonisa izicwangciso zentengiso

Intengiso yokubonisa isekwe ekukhuthazeni iintengiso okanye iibhena kwiiwebhusayithi zabanye. Amabhanari angenziwa ngokubhaliweyo, umxholo obonakalayo, iividiyo okanye izinto ezisebenzisanayo.

Kufuneka kuthathelwe ingqalelo ukuba olu hlobo lweendlela zokuthengisa lunokuchaphazeleka kakubi ngokunyuka kwee-Adblocks, ezijongene nokuthintela ukukhangisa okubhekwa njengento ephazamisayo.

Izicwangciso zentengiso yemveli

Le fomati yentengiso yomthonyama iqulathe indlela yokukhuthaza izinto ezihlawulwayo, ezifuna ukudityaniswa kwisakhiwo kunye nesenzo kwindlela ezipapashwa ngayo.

Ngalo ngasentla, kunokwenzeka ukubamba ingqalelo yomsebenzisi ngendlela enobuqili kunye nencinci ngokumalunga neentengiso eziqhelekileyo.

Oko kukuthi, isibhengezo esinokuthi umsebenzisi angasithathi njengento enjalo kwaye ke unenjongo yokuyisebenzisa ngokuzithandela.

Intengiso yefowuni

Intengiso yeselula inabela kuzo zonke iintlobo zezenzo ezifuna ngokungqongqo ukuthatha ithuba lokusebenzisa izixhobo eziphathwayo, ezifana ne-geolocation.

Olu hlobo lokuthengisa lubonelela abasebenzisi ngamava omntu kwaye bathatha ithuba lazo zonke iintlobo zamathuba avunyelwa ngumxholo.

umlomo ukuya endlebeni

Igama lomlomo liyimbonakaliso yomzekelo weendlela zezicwangciso zentengiso eziye zasetyenziswa rhoqo, abasebenzisi abafanayo ngabo basasaza umyalezo we-brand, ukwandisa ukufikelela kwayo.

Namhlanje iimveliso zisebenzisa oku kwaye zifuna ukukhuthaza esi siphumo ngokusebenzisa inethiwekhi yoluntu kunye namaphepha ewebhu.

Intengiso yentsholongwane

Ukuthengiswa kwentsholongwane kuzama ukwenza umxholo osasazeka njengentsholongwane, udlula kumsebenzisi ukuya kumsebenzisi ngesantya esidizayo.

Amaphulo amaninzi azama ukwenza oku ngomxholo owothusayo, ophikisanayo, ophazamisayo okanye okrokrisayo.

Ubudlelwane noluntu

Olu hlobo lwentengiso yenye yezona ndlela zibalulekileyo zokuthengisa. Amaziko amaninzi eentengiso azama ukusebenzisana namajelo eendaba, ukuze aphindaphinde amaphulo azo okubhengeza aze ngaloo ndlela akhulise ukuma kwawo.

Umzekelo wemveli wezi zicwangciso zobudlelwane boluntu kukukhutshwa kweendaba kunye neziganeko zokuqaliswa kwemveliso.

intengiso enempembelelo

I-Influencer marketing ijolise ekusebenziseni abasebenzisi abanobukho obukhulu okanye indawo kwiintanethi zentlalo, ngenjongo yokukhuthaza iimveliso okanye iinkonzo zabo kubalandeli babo.

Kwiminyaka yakutshanje, umkhwa utshintshile ukusuka kwi-macro-influencers, abo banenani elikhulu labalandeli, ukuya kwi-micro-influencers, abo banenani elincinci labalandeli; kodwa, basebenza ngakumbi xa kufikwa ekusebenzisaneni noluntu lwabo.

ukuthengisa umcimbi

Imisitho luhlobo lwesicwangciso esifuna ukudala ingqalelo ejikeleze ibhrendi kunye nokwandisa ukuthengisa, umzekelo, esinye seziganeko ezidumileyo ezifana neBlack Friday okanye iCyber ​​​​Monday, zineziphumo ezingaqhelekanga minyaka le.

Ukuthengisa ngokuthe ngqo

Ukuthengisa ngokuthe ngqo luhlobo lwephulo lokuthengisa elizama ukubangela ukusabela kubaphulaphuli abathile, njengokutyelela kwiphepha le-intanethi okanye ukuthengwa kwe-e-book.

Esi sicwangciso sibandakanya iindlela ezahlukeneyo, apho sinokukhankanya i-imeyile ebonakalayo, ukuthengiswa komnxeba, indawo yokuthengisa okanye ukuthengisa ngokuthe ngqo kwe-imeyile.

 Intengiso ehambelana nayo

Olu hlobo lwezicwangciso zentengiso kunye nentengiso lukhuthaza iimveliso zophawu ngokusebenzisa ezinye iisayithi ezinjengeebhlog ezinezihloko ezifanayo.

Inzuzo yesayithi yokukhuthaza imveliso, iquka ukufumana izixhobo ngenxa yokuthengisa okanye oko kuphunyeziweyo.

imiboniso yorhwebo

Le miboniso ibandakanya ukubamba imicimbi emikhulu ebonelela abathengi okanye abasebenzisi abanokubakho ngoqhagamshelwano oluthe ngqo neentlobo ngeentlobo zababoneleli bempahla kunye neenkonzo.

Ziyinto ephakathi okanye izicwangciso ezisetyenziswa ngokubanzi kwindawo ye-B2B kunye neemveliso abasebenzisi abafuna ukuzizama ngaphambi kokuthenga, njengezithuthi okanye izixhobo eziphathwayo.

intengiso ye-niche

Ukufezekisa i-niche ethile yemarike kunika ithuba lokuma phakathi kwemarike ekhuphisanayo, ukugcina icandelo elithile labathengi kunye nokuqala uluntu olujikeleze uphawu.

Ukuze le ndlela ivelise isiqhamo, imfihlo ikukufikelela elona candelo lifanelekileyo kwimveliso okanye kwinkonzo enikezelwayo.

Intengiso ye-B2B

I-B2B okanye ishishini kwishishini lichazwa njengesicwangciso esibonisa iinkampani ezithengisa izixhobo zazo okanye iminikelo kwezinye iinkampani okanye amaziko, ukuze zikwazi ukuzithengisa kuluntu okanye zizisebenzise kwiinkqubo zazo zokuvelisa okanye kwimisebenzi yangaphakathi.

Intengiso ye-B2C

I-B2C okanye ishishini kumthengi, libandakanya ukubonelela ngempahla okanye iinkonzo ngokuthe ngqo kubathengi bokugqibela, iintlobo ezahlukeneyo zezicwangciso zokuthengisa kunye nezixhobo zingasetyenziswa kule mimandla, ukusuka kwi-B2B kunye ne-B2C usebenzisa iindlela ezahlukeneyo.

Izaphulelo kunye nokwenyusa

Amaqhinga axhomekeke kwizaphulelo kunye neentengiso zivumela umthengi ukuba akwazi ukufumana izinto ngexabiso elifikelelekayo ixesha elithile.

Oku, ukwenzela ukukhuthaza ukuthengisa ngexesha elifutshane kunye nokukhuthaza uphawu phakathi kwabasebenzisi ukuze bazame okokuqala. Enye yeemfihlelo zempumelelo isekelwe kumdla wabathengi.

Oku kuchazwe ngasentla kubandakanya ukudala kumthengi imfuno yesidingo sokufumana okulungileyo okanye inkonzo, ngaphambi kokuba ixesha lokukhushulwa liphele kwaye ngaloo ndlela lisebenzise imali yokulondoloza.

Intengiso ye-App

Intengiso ye-App imalunga nokuyila usetyenziso lwezixhobo eziphathwayo ezijikeleze uphawu, olufana nesicelo ukwenza kube lula ukusebenzisa imveliso okanye inkonzo.

Omnye umzekelo unokuba sisicelo esisetyenziselwa ukuphumeza ukunyaniseka komsebenzisi okanye ukukhuthaza ixabiso le-brand.

Ukuqinisekisa impumelelo, ukuyilwa kwe-app kufuneka kuhambisane nokuqaliswa okusebenzayo kunye nomkhankaso wokunyusa. Ukongeza, kubalulekile ukuba i-app ibonelele ngexabiso lokwenyani kubasebenzisi.

Ukuthengiswa kweDatabase

Njengoko ixesha layo libonisa, olu hlobo lokuthengisa lusebenzisa i-database yabathengi bokwenyani okanye abanokubakho ukuze baphumeze imiyalezo yomntu ngamnye ekhuthaza iimpahla kunye neenkonzo.

Okwangoku, abo bafaka ukuthengiswa kwedatha kufuneka balawule inani elikhulu ledatha kwaye kufuneka babe namandla okwenza njalo.

Intengiso yeGuerrilla

Olu hlobo lokuthengisa sisicwangciso esisebenzisa iindlela ezingaqhelekanga kunye neendleko eziphantsi kakhulu. Injongo kukusasaza eyona ngqalelo inkulu kumajelo eendaba, kusetyenziswa ubuchule bokuyila ukuphumeza eyona mpembelelo ingcono kunotyalo-mali oluncinane lwemithombo.

Kukho iindlela ezifanayo, ezifana nale esiyicebisayo kwikhonkco elilandelayo Intengiso yokulalela Ungayisebenzisa njani ngokuthanda kwakho?

ukuthengiswa kwamafu

Ukuthengiswa kwamafu kukuba ukuba zonke izixhobo zifikeleleka kwi-intanethi, ngoko umthengi unokufikelela kubo ngokuchofoza nje okukodwa.

Ngokomzekelo, i-Amazon ineentlobo ezininzi zeemveliso zoncwadi kunye nedijithali ezifana ne-e-books, apho abasebenzisi banokukhuphela kwi-Kindle yabo ngokukhawuleza.

Ukhuphiswano kunye ne-sweepstakes

Ngaphandle kokungabi yinto entsha, ukhuphiswano kunye ne-sweepstakes yalo naluphi na uhlobo lufumene ukuthandwa kwinethiwekhi yoluntu, njengoko iintlobo ezahlukeneyo zeempawu zijikela kubo ukuze ziphindaphinde isiseko sabalandeli babo kunye nenqanaba lokusebenzisana nabo.

intengiso yoluntu

Intengiso yoluntu ijolise ekuqaliseni iqela lobudlelwane elijikeleze uphawu, olusuka kubasebenzisi abanomdla ofanayo.

Esikhundleni sokugxila ekwenzeni ukuthengiswa ngokukhawuleza, olu hlobo lwesicwangciso luzama ukudala ukunyaniseka kunye nokubandakanyeka kwi-brand ixesha elide.

intengiso yobuqu

Intengiso eyenzelwe wena isetyenziswa ngokucokisekileyo ngakumbi ngokubhekiselele kwingqikelelo yokwahlulwa kuba ayijongwanga kuphela ukwahlula imveliso okanye inkonzo kukhuphiswano, kodwa ukubonelela ngesipho esithile kumthengi ngamnye.

Ivumela lo mthengi ukuba akhethe kwiinketho ezahlukeneyo kwaye acebise ngoyilo lwabo ukwenza imveliso ehlangabezana neemfuno zabo kunye neenjongo zabo.

Neuromarketing

I-Neuromarketing isebenzisa izifundo zamva nje malunga nokusebenza kwengqondo kunye nendlela esabela ngayo kwintengiso kwaye, ngenxa yoko, imikhankaso ekwaziyo ukutsala umdla wabasebenzisi kunye nokuguqula indlela yokuziphatha yabo iyilwe.

Ukuba ufuna ukungena kolu hlobo lwesicwangciso, sicebisa eli nqaku lilandelayo: Neuromarketing Ziziphi iingenelo zayo ezinkulu?

ukuthengisa ngamaxesha

Kula maxesha, ukuba nako ukuziqhelanisa nemisitho yamaxesha onyaka yeyona nto iphambili, le minyhadala inokuba yiKrisimesi, uSuku lweValentine okanye nje ixesha lokubonelela.

Oku kwenza ukuba iibrendi zandise isiseko sabathengi bazo, zonyuse intengiso yexesha elifutshane kwaye zikhuthaze abathengi abaphindayo ukuba baphinde bathenge. Ukuze oku kube nesiphumo esihle, kufuneka kucwangciswe kwangaphambili.

Isizukulwana esikhokelayo

Imveliso ekhokelayo isekwe ekuchongeni abasebenzisi phakathi kwabaphulaphuli abanokubakho bohlobo lokufumana idatha yabo ngokuzithandela.

Esinye sezicwangciso ezisetyenziselwa ukufezekisa esi siphelo kukubonelela ngomxholo wexabiso elikhulu kumsebenzisi, kunye nesaphulelo okanye ukunyuswa okukhethekileyo ngokutshintshiselana ngokuzalisa ifom kunye nolwazi lwabo lomntu.

Khokelela ekukhuliseni

Ukukhuliswa ngelothe kuchazwa njengenqanaba elilandelayo lokuvelisa ilothe. Umsebenzisi ukhuliswa ngothotho lweempembelelo eziphindaphindiweyo ezimkhokelayo ecaleni kwendlela yokuguqula ade abe ngumthengi wophawu.

Ukuthengisa ngezizathu zesisa

Ukuthengisa ngezizathu zesisa kuzama ukuqinisa umfanekiso wophawu oluzama ukwenza unxibelelwano nabaphulaphuli kusetyenziswa izizathu zesisa ezichonga amaxabiso ophawu kunye nabasebenzisi abanokubakho.

Umzekelo oqhelekileyo wolu hlobo lwephulo unokuthumela inani elithile leentengiso kumbutho onxulumene nongenzi nzuzo.

Izicwangciso zokuxuba ukuthengisa: i-4 ps

I-4 ps eyaziwayo okanye umxube wokuthengisa, i-classical kwihlabathi lokuthengisa, nangona kunjalo, banikwa ukubaluleka okuncinci, isizathu kukuba igxininise kakhulu kwidijithali ukuba izinto ezisisiseko kunye nezibalulekileyo zishiywe ngaphandle.

Ixesha elininzi lichithwe ukucinga, indlela yokupapasha kwi-Facebook kunye nesidingo sokwenza izigqibo ezicwangcisiweyo kwinqanaba lezoshishino zikhohliwe, ezi zilandelayo:

• Mveliso: izinto eziguquguqukayo, uphawu, ukupakishwa, iilebhile zewaranti, ukuhanjiswa, ikhredithi, ukhuseleko kunye nezinye kufuneka zithathelwe ingqalelo ngaphambi kokuba zifumaneke kubathengi.
• Amanani: i-3, abathengi, iindleko kunye nokhuphiswano kufuneka zithathelwe ingqalelo. Ukongeza, iindlela zamaxabiso ezisekelwe kwiindleko, ukhuphiswano kunye nemfuno.
• U sasazo: ivenkile ebonakalayo, ivenkile ye-intanethi okanye i-eCommerce
• Ukukhuthaza: uhlobo lwentengiso, imidiya, tv, press, radio.