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Maitiro Ekugadzira Budget Yekushambadzira: Nzira, Mitsetse Zvinhu, Avhareji, uye Mafungiro

Isu munguva pfupi yapfuura takava nekambani ichangotangwa iyo yakatikumbira kuti tipe chirevo chebasa (Dyara) iyo yaisanganisira kuvaka uye kuita zano rekukura kukuru. Isu takaita ongororo yakati wandei pane yavo system, kukwikwidza kwavo, uye mitengo yavo, kuitira kumisa zvimwe zvinotarisirwa kune yavo bhajeti rekushambadzira uye kugoverwa kwayo.

Mushure mekutsvaga kwekutanga, takadzosa zvimwe zvinonetsa kukambani kuti mari yavo yega yega ichave yakaoma, kana zvisingaite, kuvhara bhajeti rekushambadzira raizoda kukura kambani pamwero unowirirana. Mune mamwe mazwi, kunyangwe nehurongwa hwekushambadzira hunoshanda, zvaive zvisina chokwadi kuti vaigona kufambisa kukura pasina mari yekudyara kunze kwemari yavo yekushandisa.

Izvi zvakatambirwa nekambani iyi iyo yakasimbisa nhunha dzedu uye vakati vakagadzirira mari iyi chero bedzi vachikwanisa kukwira nhamba dzavo. Nemasangano edu maviri akagutsikana, takaenda kumberi neSOW. Dai tisina kuita izvi, taiva nechokwadi chekuti taizorasikirwa nemutengi sezvavaiona mari yavo yekushandisa ichikwira nemari yavo…ROMI).

Nzira dzekugadzira Budget Yekushambadzira

Makambani anoona bhajeti ravo rose rekushambadzira nekutarisa zvinhu zvakasiyana, senge zvinangwa zvebhizinesi ravo, mamiriro emusika, makwikwi, zviyero zveindasitiri, uye zvinotarisirwa kukura. Kunyange zvazvo pasina nzira imwe chete, nzira dzakawanda dzinowanzobatsira makambani kugovera mabhajeti ekushambadzira sechikamu chemari:

  • Chikamu Chekutengesa: Iyi nzira inosanganisira kugovera chikamu chakatarwa chemari yakapfuura kana inofungidzirwa yekutengesa kubhajeti rekushambadzira. Iyo muzana inogona kusiyana zvichienderana neindasitiri, saizi yekambani, uye nhanho yekukura.
  • Chinangwa uye Basa-Kubva: Iyi nzira inosanganisira kutsanangura zvinangwa zvekushambadzira uye mabasa anodiwa kuzadzisa izvo zvinangwa. Iyo kambani inobva yafungidzira mari inobatanidzwa nekupedza basa rega rega uye inopfupisa kuti ione iyo yakazara bhajeti rekushambadzira. Iyi nzira inobvumira nzira yakanangwa, kuve nechokwadi chekuti bhajeti rekushambadzira rinoenderana nezvinangwa zvekambani.
  • Competitive Parity: Iyi nzira inosanganisira kuenzanisa bhajeti rekushambadzira maringe nekushandisa kwevanokwikwidza. Makambani anoongorora mari yevakwikwidzi yekushambadzira uye kugovera bhajeti rakafanana kuchengetedza kana kuwana muganho wemakwikwi. Iyi nzira inotora kuti vakwikwidzi vakatogadzirisa mari yavo yekushambadzira, iyo inogona kunge isiri iyo nguva dzose.
  • Incremental Allocation: Makambani anoshandisa nzira iyi anogadzirisa bhajeti ravo rekutengesa zvichienderana nekushandiswa kwegore rapfuura, vachifunga nezvezvinhu zvakadai semamiriro emusika, kushanda kwekambani, uye tarisiro yekukura. Bhajeti inogona kuwedzerwa kana kuderedzwa nechikamu chakatarwa kana huwandu hunoenderana nezvinhu izvi.
  • Zero-Yakavakirwa Budgeting: Iyi nzira inosanganisira kuvaka bhajeti rekushambadzira kubva pakutanga gore rega rega, pasina kufunga nezvemabhajeti apfuura. Makambani anoongorora chiitiko chega chega chekushambadzira uye anogovera mari zvichienderana nekugona kwavo kudzoka pakudyara (Royi) Iyi nzira inokurudzira kushanda zvakanaka uye inovimbisa kuti basa rega rega rekutengesa rakarurama.

Nepo nzira idzi dzinogona kubatsira kuona mabhajeti ekushambadzira, zvakakosha kufunga nezvezvakasiyana mamiriro nezvinangwa zvekambani. Pane zvimwe zvikanganiso zvinowanzoitwa nevashambadzi pavanenge vachiona bhajeti ravo rekushambadzira. Miyero yeindasitiri inogona kushanda sereferensi inobatsira, asi makambani anofanirwawo kufunga nezvezvinhu zvakaita sedanho rekukura, chinzvimbo chemusika, uye kukwikwidza kana vachiona bhajeti ravo rekushambadzira. Kugara uchiongorora uye kugadzirisa bhajeti rekushambadzira zvichienderana nekuita kwekambani uye mamiriro emusika kwakakosha kuti ive nechokwadi chekuita kwayo.

Yakawanda Sei Avhareji Yekushambadzira Budget?

Zvidzidzo zvakasiyana-siyana uye mishumo yakaongorora avhareji ekushambadzira mabhajeti emakambani. Nepo nhamba idzi dzichigona kusiyana zvichienderana nezvinhu zvakaita seindasitiri, saizi yekambani, uye nhanho yekukura, heano mamwe mareferensi ekubatsira kupa kunzwisisa kwakazara:

  • Gartner's CMO Spend Survey: Gartner's yegore negore CMO Spend Survey inzvimbo inodudzwa-yakawanda yekushambadzira bhajeti data. Zvinoenderana neongororo yavo ye2020-2021, mabhajeti ekushambadzira akagadzira 11% yemari yese yekambani paavhareji. Ongororo iyi yaisanganisira data kubva kuvakuru vekushambadzira mazana mana kumaindasitiri akasiyana siyana muNorth America, UK, France, neGermany.
  • Deloitte's CMO Survey: Iyo CMO Survey, inotsigirwa neDeloitte, imwe yakazara yakazara sosi yekushambadzira bhajeti data. Muongororo yavo yaFebruary 2021, vakashuma kuti mabhajeti ekushambadzira akaverengera avhareji ye11.7% yemabhajeti emakambani ese, nemakambani eB2C anoshandisa chikamu chepamusoro (13.4%) kupfuura makambani eB2B (10.1%).
  • Forrester Tsvagiridzo: Forrester Tsvagiridzo inopa ruzivo mune zvekushambadzira mabhajeti mumaindasitiri. Zvinoenderana neshumo yavo ye2019 US Marketing Budgets, mabhajeti ekushambadzira akaverengera avhareji ye10.2% yemari yese yekambani. Vakaratidzawo kuti tekinoroji uye makambani echigadzirwa chevatengi anowanzo kugovera chikamu chepamusoro chemari mukushambadzira.

Kune mabhizinesi akasimbiswa, bhajeti rekushambadzira rinowanzosiyana pakati 5-15% yemari yese yekambani. Nekudaro, ekutanga uye mabhizinesi mumisika inokwikwidza anogona kugovera yakakwira muzana (kusvika 20% kana kupfuura) kuwana chikamu chemusika uye kumisa mhando yavo. Pane kusarudzika muSoftware seSevhisi (SaaS) makambani, ayo anoshandisa zvakati wandei pa kutengesa uye kushambadzira.

Zvakakosha kuyeuka kuti aya ndiwo manhamba akajairwa, uye mabhajeti ekushambadzira anogona kusiyanisa zvakanyanya zvichienderana nehupfumi uye hwega hwekambani zvinhu. Kushandisa mabhenji eindasitiri kunogona kubatsira kutanga, asi makambani anofanirwawo kufunga nezvezvinangwa zvavo, chinzvimbo chemusika, uye tarisiro yekukura kana vachiona mabhajeti avo ekushambadzira.

Marketing Budget Line Zvinhu

Nzira yekushambadzira yakaenzana inofanira kufunga nezvezvinangwa zvekambani zvakasiyana, vateereri vanotarisirwa, indasitiri, uye zviwanikwa. Nepo iyo yakazara yekushambadzira bhajeti mutsara zvinhu pazasi ichivhara zvakasiyana-siyana zvekushambadzira zviitiko, hazvifanirwe kuti kambani ishandise ese aya emutsara zvinhu muhurongwa hwayo. Pane kudaro, mabhizinesi anofanirwa kutarisa nezvezviitwa zvekushambadzira zvinonyanya kukosha uye zvinoshanda kune avo chaiwo zvavanoda.

  1. Kushambadzira uye Kusimudzira: Inobata vateereri vanotarisirwa kuburikidza neyakabhadharwa kushambadzira nzira, kuwedzera kuoneka kwemhando uye kugadzira inotungamira.
    • Dhijitari kushambadzira
    • Chiitiko kushambadzira
    • Influencer marketing
    • Sponsorships uye kudyidzana
    • Traditional advertising
  2. Branding uye Dhizaini: Inogadza yakabatana uye inozivikanwa yekuona chitupa, inosimudzira kuzivikanwa kwechiratidzo uye kuvimbika.
    • Brand nhungamiro
    • Logo uye kuona chitupa kukura
    • Marketing collateral
    • Packaging dhizaini
    • Webhusaiti dhizaini uye kusimudzira
  3. Kugadzira Zvemukati uye Kutungamira: Inovandudza uye inogadzirisa zvinosanganisirwa zvemukati kuzivisa, kudzidzisa, uye kufadza vateereri vakanangwa, kukurudzira kuvimbika kwemhando uye kugadzira inotungamira.
    • Blogging uye kunyora zvinyorwa
    • Copywriting uye kugadzirisa
    • Graphic design
    • Photography
    • Podcast kugadzira
    • Kugadzira uye kugadzirisa vhidhiyo
    • Webinar kugadzirwa
  4. Email Kushambadzira: Inoendesa yakasarudzika uye yakanangwa zvemukati kune vanyoreri, inosimudzira inotungamira uye kuchengetedza hukama hwevatengi.
    • Kugadzira Email campaign uye kuuraya
    • Email rondedzero kuvaka uye manejimendi
    • Email marketing software uye maturusi
    • Email template dhizaini
  5. Kutsvaga Kwemusika: Inopa ruzivo mune zvinodiwa nevatengi, zvaunofarira, uye maitiro, inozivisa nzira dzekushambadzira uye matekiniki.
    • Tarisa mapoka neongororo
    • Mishumo yeindasitiri uye mapepa echena
    • Ongororo yekutanga
    • Zvishandiso zvekutsvagisa uye mapuratifomu
    • Tsvakurudzo yechipiri
  6. Marketing Strategy uye Kuronga: Inoisa gwara rekuedza kwekushambadzira, kuve nechokwadi chekuenderana nezvinangwa zvebhizinesi uye nekuwedzera kushanda kwebhajeti.
    • Kukwikwidzana kuongorora
    • Chikamu chemashamba
    • Zvinangwa zvekutengesa uye zvinangwa
    • Kuvandudzwa kwechirongwa chekutengesa
    • Kuzivikanwa kwemusika wechinangwa
  7. MarTech Stack: Iyo tekinoroji uye dhijitari Infrastructure inofambisa kushambadzira kwakanaka mashandiro, otomatiki mabasa, uye inopa yakakosha data uye ruzivo.
    • Analytics uye maturusi ekubika
    • Content management system (CMS)
    • Kutarisirwa kwevatengiCRM) software
    • Kucheneswa kwedata uye mari yekuvandudza
    • Email kushambadzira software
    • Kushambadzira otomatiki zvishandiso
    • Project manejimendi software
    • Zvishandiso zvekushandisa zvemagariro
    • Tsvaga injini optimization (SEO)
  8. Mobile Marketing: Inosvika uye inobata vatengi kuburikidza nenharembozha, inosimudzira nzvimbo-yakavakirwa kunangwa, nharembozha, uye SMS/Mms danidziro.
    • Kuvandudza uye kugadzirisa kweApp
    • Nzvimbo-based marketing
    • Kushambadzira kwenhare
    • Mobile analytics uye maturusi ekutevera
    • SMS/MMS kushambadzira
  9. Veruzhinji Hukama: Inovaka uye inochengetedza chimiro chakanaka cheiyo brand, ichikurudzira kuvimba uye kuvimbika kuburikidza nehukama hwenhau, kuburitswa kwenhau, uye zviitiko.
    • Crisis management planning
    • Media yekutaura uye kuvaka hukama
    • Press zvinoburitswa
    • Zviitiko zvekushambadza
    • Dhigirii mazano
  10. Yemagariro Media Kushambadzira: Inovaka uye inochengetedza kuvepo kwepamhepo, ichikurudzira kubatanidzwa kwenharaunda uye kuwedzera kusvika kweiyo brand.
    • Kutungamira kwenharaunda uye kubatanidzwa
    • Kugadzirisa uye kugadzirisa zvemukati
    • Kufuridzira kudyidzana
    • Social media kushambadzira
    • Social media profile setup uye manejimendi
  11. RweMabasa: Inoisa mari muhunyanzvi uye hunyanzvi hunodiwa kuita marongero ekushambadzira uye kuchengetedza timu inoita yepamusoro-soro.
    • Sangano rinoshandiswa
    • Freelance kana vashandi vekondirakiti
    • Marketing team mihoro uye mabhenefiti
    • Kunyorera uye kukwira
    • Kudzidziswa uye kusimudzira kwehunyanzvi
  12. Mari Yakasiyana-siyana: Inovhara dzakasiyana siyana dzezvimwe zvinodhura kutsigira kushambadzira kuedza, kuyedza nzira nyowani nemidzimu, kuchengetedza kutevedza, uye kugadzirisa zvisingatarisirwe zvinodiwa.
    • Contingency fund
    • Innovation fund
    • Kutevedzwa kwemutemo nemutemo
    • Zvekushandisa zvemuhofisi nemidziyo
    • Kudhinda nemitengo yekugadzira
    • Software uye tekinoroji kunyoreswa / marezinesi
    • Kufamba uye pekugara kwezviitiko zvekushambadzira

Zvinhu Zvinokonzera Kushambadzira Budget

Heano zvimwe zvinhu zvekufunga nezvazvo kana uchifunga kuti ndezvipi mutsara zvinhu zvekuisa mune yakaringana yekushambadzira zano:

  • Zvinangwa zvebhizinesi: Rongedza zviitiko zvekushambadzira nezvinangwa zvekambani zvakazara, sekuwedzera ruzivo rwemhando, kugadzira zvinotungamira, kana kuwedzera kuchengetwa kwevatengi.
  • Chigadzirwa Kukuru - chigadzirwa chako chakanaka zvekuti vatengi vako nevezvenhau vanodyara nguva yavo nesimba - zvichikugonesa kushandisa mari shoma.
  • Kushamwaridzana Kukuru - pachinzvimbo chekubhadhara kushambadzira, iwe unopa zvideredzwa uye mibairo kune vatengi vako vanodyara nguva yavo nesimba.
  • People Superiority - Vashandi vemukati vanopa mhedzisiro inoshamisa uye vatengi vanopa humbowo hunoshamisa, wongororo, uye kugoverana kwesocial media kunofambisa kukura kunoda kushoma bhajeti.
  • Vatereri vakanangwa: Funga zvinofarirwa uye maitiro evateereri vanonangwa. Semuenzaniso, kana vateereri vachinyanya kushanda pasocial media, tungamira kushambadzira kwesocial media pane zvechinyakare kushambadzira.
  • Industry: Mamwe mabasa ekushambadzira anogona kuve akakosha kana kushanda mune chaiwo maindasitiri. Semuyenzaniso, hukama neveruzhinji hunogona kunge hwakanyanya kukosha muzvikamu zvine hurongwa zvakanyanya, nepo kushambadzira zvemukati kungave kunoshanda mumaindasitiri uko kudzidzisa vateereri kwakakosha.
  • Budget: Govera zviwanikwa zvinoenderana nemamiriro emari ekambani, kuve nechokwadi chekuti nzira yekushambadzira inoramba ichidhura uye inopa kudzoka kwakanaka pakudyara (ROI).
  • Vanokwikwidza: Ongorora nzira dzekushambadzira dzevakwikwidzi kuti uone mapundu, mikana, uye nzvimbo idzo kambani inogona kuzvisiyanisa.
  • Marketing Channels: Ziva nzira dzekushambadzira dzinonyanya kushanda dzekusvika kune vateereri vanotarisirwa, uchifunga nezvezvinhu zvakaita sekusvika, mutengo, uye kuita.
  • Performance Metrics: Ramba uchitarisa uye ongorora mashandiro ezviitwa zvekushambadzira kuti uone zvinoshanda nezvisingaite. Gadzirisa nzira yekushambadzira zvinoenderana kuti ugone mhedzisiro.

Nzira yekushambadzira yakadzikama inofanirwa kutarisa pane zviitiko zvekushambadzira zvinonyatsoenderana nezvinangwa zvekambani, vateereri, uye zviwanikwa. Izvo zvakakosha kuti ugare uchiongorora uye kugadzirisa zano zvichienderana nekuita data uye nekuchinja mamiriro emusika kuti ive nechokwadi chekuenderera kwayo kushanda.

Artificial Intelligence Yatove Impacting Marketing Budget

Artificial Intelligence (AI) iri kutove nekukanganisa kwakakosha pamabhajeti ekushambadzira uye icharamba ichigadzira nzira iyo makambani anogovera zviwanikwa mune ramangwana. Hedzino dzimwe nzira AI inokanganisa kushambadzira bhajeti:

  • Advertising Optimization: AI algorithms inovandudza mishandirapamwe yekushambadzira nekuongorora mashandiro mu-chaiyo-nguva, kugadzirisa mabhidhi, kuiswa, uye kunanga kune kudzoka kurinani pane ad mari.ROAS) uye mamwe mashandisirwo ebhajeti anobudirira.
  • Chatbots uye Virtual Vabatsiri: AI-powered chatbots uye chaiwo vabatsiri vanogadzira kudyidzana kwevatengi, kuvandudza ruzivo rwevatengi uye kusunungura zviwanikwa zvemamwe mabasa ekushambadzira.
  • Zvemukati Kugadzira: Maturusi anotyairwa neAI anogadzirisa kusikwa kwezvinhu, senge ad copy, social media posts, uye zvinyorwa zveblog, uchishandisa mutauro wechisikigo kugadzirisa uye muchina kudzidza algorithms, kuchengetedza nguva nezviwanikwa.
  • Enhanced Analytics: AI-powered analytics inopa kwakaringana, chaiyo-nguva nzwisiso mukushambadzira kwekuita, ichibvumira data-inotungamirwa sarudzo uye bhajeti optimization yekuwedzera mari yekushandisa pamatanho anoshanda uye zviitiko.
  • Kuwedzera Kubudirira: Zvishandiso zveAI-powered uye mapuratifomu anogadzirisa mabasa ekushambadzira sekuongorora data, kugadzira zvemukati, uye kupatsanurwa kwevatengi, kuderedza nguva nezviwanikwa zvinodiwa pakuita basa remaoko uye kuita kuti kugovaniswa kwebhajeti kunoshanda.
  • Kubatanidzwa: Mapuratifomu anofambiswa neAI anoderedza kudiwa kwenyanzvi dzekubatanidza uye kusimudzira kuwiriranisa zvinyorwa zvedata, zvichikanganisa kugoverwa kwezviwanikwa.
  • Marketing Automation Platforms: AI-yakakwidziridzwa yekushambadzira otomatiki mapuratifomu anokwenenzvera uye kubata mabasa senge lead kusimudzira, email kushambadzira, uye magariro enhau manejimendi, kuchengetedza nguva, kuderedza zvikanganiso, nekuvandudza mashandiro.
  • Kusarudzika: AI inogonesa zviitiko zvekushambadzira zvakasarudzika, zvinosanganisira e-mail mishandirapamwe, kurudziro yechigadzirwa, uye zvirimo, zvinotungamira kumazinga ekuita epamusoro, kuwedzera kuvimbika kwevatengi, uye zvirinani kudzoka kwekudyara kwekutengesa.
  • Shift muSkill Sets: Sezvo AI ichibatanidza mberi mukuita zvekushambadzira, shanduko muhunyanzvi hunodiwa uye hunyanzvi hunogona kukanganisa kugoverwa kwezviwanikwa zvekuhaya, kudzidziswa, uye kusimudzira nyanzvi.
  • Kunatsiridza Targeting: AI inoongorora dhata kuti ione mapatani uye mafambiro, ichibatsira makambani kunzwisisa zviri nani maitiro evatengi uye zvavanofarira, zvichiita kuti mamwe anonangwa ekushambadzira mishandirapamwe, kuderedza kutambisa kushandiswa kwekushambadzira, nekuvandudza kushambadzira. Royi.

AI icharamba ichikanganisa mabhajeti ekushambadzira nekuwedzera kushanda nesimba, kunatsiridza kunanga uye munhu, kusimudzira analytics, uye kushandura inodiwa seti mukati mezvikwata zvekushambadzira. Makambani anofanirwa kufunga nezve mabhenefiti uye matambudziko ekubatanidza AI mumaitiro avo ekushambadzira uye kugadzirisa mabhajeti avo zvinoenderana.

Douglas Karr

Douglas Karr ndiye CMO OpenINSIGHTS uye muvambi we Martech Zone. Douglas akabatsira akawanda ekubudirira kweMarTech kutanga, akabatsira mukushingairira kweanopfuura madhora mashanu emadhora mukutenga nekudyara kweMartech, uye anoenderera mberi nekubatsira makambani kuita nekuita otomatiki nzira dzawo dzekutengesa nekutengesa. Douglas inyanzvi inozivikanwa pasi rese yedhijitari uye MarTech nyanzvi uye mutauri. Douglas zvakare munyori akaburitswa wegwaro raDummie uye bhuku rehutungamiriri hwebhizinesi.

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