Kuyini ukumaketha komphakathi?

Uke wezwa nge ukumaketha komphakathi?, ukumaketha komphakathi kungachazwa, ngendlela elula, njengokusetshenziswa kwamasu asetshenziswa imakethe ukusabalalisa imibono enenzuzo emphakathini. Inhloso eyinhloko yenza abantu bamukele imibono noma imikhuba eyakhayo kanye/noma bagweme izimo zengqondo eziyingozi.

Kulokhu okuthunyelwe sizokutshela kancane ngaleli sethi yamasu nocwaningo olwenziwa ukuthuthukisa ukumakethwa kwemikhiqizo.

Kuyini ukumaketha komphakathi?

Kafushane, kungashiwo kanjalo lolu hlobo lokumaketha alufuni ukuthengisa, kodwa ukuguqulwa okujulile komphakathi.

UPhilip Kotler, omunye wabasunguli "bokumaketha kwesimanje", wakuchaza ngokuthi "ukuklama, ukuqaliswa nokulawulwa kwezinhlelo eziklanyelwe ukwandisa ukwamukelwa kombono noma imbangela yezenhlalakahle ngamaqembu athile okuhlosiwe". Ukwenza lokhu, amathuluzi asetshenziswa kulokhu kukhangisa njengasekukhangisweni kwendabuko. Okusho ukuthi, ukukhangisa nokucwaninga kwemakethe, kodwa kusetha izinjongo ngale kokuthengisa nje komkhiqizo noma isevisi eshiwo.

Izinhlobo zokumaketha komphakathi

Ngokuhamba kweminyaka, ukumaketha kwamukele izindlela ezihlukahlukene zokusebenzisa, kuye ngendlela efunwayo, esinezinhlobo ezilandelayo zazo:

• I-Internal Social Marketing. mayelana nokuthi kanjani thuthukisa futhi akhuthaze izinguquko zamasiko phakathi kwabamukeli abahlobene nabezindaba, okuhlanganisa osopolitiki, abaholi bezenhlalakahle, ochwepheshe, othisha, ongqondongqondo, abamele amaqembu amabhizinisi, izinyunyana zabasebenzi, njll.
• Ukumaketha Komphakathi Kwangaphandle. Kubandakanya imikhankaso yokukhangisa nokwazisa umphakathi, inhlalo namasiko, njengendlela yokuxhumana nomphakathi esetshenziselwa ukukhuthaza ukuguqulwa kwamagugu. Umgomo uwukusungula indlela yokuxhumana ngezindinganiso nezimo zengqondo emphakathini futhi kwakhiwe inhlanganisela yemibono ngendlela abantu okufanele bacabange ngayo, bazizwe ngayo futhi benze ngayo. I yezindaba ziyisibonelo salolu hlobo lokumaketha, olungafinyelela inani elikhulu labantu ngesikhathi esifushane uma kuqhathaniswa.
• Interactive Social Marketing. Ukungenelela komphakathi (abantu) abangabamukeli bemisebenzi ama-passive agents ngekhono labo lokugxeka nokuhlaziya ulwazi ngenkathi besungula ubudlelwano obuyimbangela ngenqubo yokucabanga okunengqondo, lapho benezindinganiso ezinomthelela omuhle ezindabeni zomphakathi, intuthuko, izinkolelo nezimo zengqondo.

Izici

Ngakho-ke, yonke imikhankaso yokumaketha komphakathi idinga a umkhiqizo womphakathi. Ngokuya ngohlobo lwezidingo onazo, sizothola izici ezahlukahlukene:

• Isidingo emehlweni. Kuvame ukuba nezimo ezithinta umphakathi wonkana. Kungaba ubhubhane, ukuhlasela noma inkinga enkulu yezomnotho. Ngaleso sikhathi, inkampani inethuba lokunquma ukuthi ingabamba iqhaza yini esixazululweni futhi, uma kunjalo, kanjani.
• Icala elilimazayo. Ezinye izinkinga zomphakathi, ezinjengokugembula, izidakamizwa noma izifo ezithile ezicashile, nazo ziqala ukuziphatha emphakathini, futhi ngokuvamile ezinkampanini. Kulezi zinhlobo zezenzo lapho begcina benenzuzo yezinkampani abebengakwazi ukuyithola.
• Isidingo esingabonakali. Ngokungafani nalezi zangaphambilini, inhloso yayo iwukwenza umphakathi ukwazi ukubona ngezenzo ezithile. Isibonelo salokhu wubusuku bokusiza umphakathi obubanjwa yiwo wonke amadolobha noma imithombo yezindaba ukuze kuqoqwe imali yomcimbi womphakathi.

Ngaphezu kwalokhu, kunezinye izinhlobo zezidingo zomphakathi ezibangela ukuziphatha okuhlukile kokumaketha komphakathi. Bonke bangabantu abavumelana nezidingo umphakathi okufanele uzihlanganise.

izibonelo zokumaketha komphakathi

Lezi zibonelo zisibonisa yonke into ngendlela engokoqobo futhi zikunikeza imibono futhi. Nazi ezinye izibonelo zokumaketha komphakathi (izinkampani nezingezona ezinkampani):

• IKEA. Inkampani yaseSweden ihlanganyele neRed Cross ukuqwashisa ngempi yaseSyria futhi isikhiqize umfanekiso wendlu yaseSyria esitolo sayo, lapho kungafundwa khona ulwazi mayelana nesimo sezwe.
  Ngaphezu kwalokho, banomunye umkhankaso “Izilwane Ezigcwele Imfundo” lapho inkampani isebenzisana ne-Unicef ​​​​kanye ne-Save the Children for the Education yezingane ezisengozini yokukhishwa inyumbazane. Ngesilwane ngasinye esigxishiwe esithengiwe, ingxenye yemali izokwabelwa imbangela eshiwo.
• I-AUSONIA. Ngaphansi kwesiqubulo esithi “Joyina, yonke iminithi ibalulekile”, U-Ausonia ubelokhu esiza ngezimali amaphrojekthi ocwaningo lomdlavuza webele kusukela ngo-2009. Kulesi senzakalo, isebenzisana ne-AECC (i-Spanish Association Against Cancer), ngokubambisana nephrojekthi yocwaningo kaDkt Joaquín Arribas. Umgomo uwukuthola uxhaso lokuthola ezinye izindlela zokwelapha izinhlobo ezihlukahlukene zomdlavuza wamabele.
• Ifonti Vella. Umkhiqizo wamanzi waseSpain udale iphrojekthi ye-"Eres Impulso" ukuze kwandiswe ukubonakala kosomabhizinisi besifazane futhi kuqedwe inkolelo-mbono yobulili ukukhuthaza ukulingana. Enye yamaphrojekthi akhe iphrojekthi I-Chroma Sum.

Ezinye izibonelo yilezo ze-Starbucks kanye ne-FairTrade ye- “ikhofi fair” noma i-Lidl nayo chocolate ukuhweba okulungile.

Lezi kube yizibonelo ezimbalwa nje ezimfushane, kodwa uma uhlola okwengeziwe engxenyeni yezinkampani ze-CSR (Corporate Social Responsibility), uzobona ukuthi cishe zonke zinephrojekthi ethile yezenhlalo noma yezemvelo. Ngithemba ukuthi lokhu kufunda kube wusizo kuwe, futhi kukwenza ubone izinkampani kanye nomphakathi ngenye indlela.