Izvo Zvirongwa Zvekushambadzira Zvinotenga Kuuraya Mbiri Yako?

Mukurumbira

Kuita mari nezvinyorwa hakusi nyore sezvazviri. Nyatso tarisa chero rakakura bhuku uye iwe unowana hafu yegumi nembiri zvinosemesa zvakasiyana izvo zvinokumbira vaverengi kuti vaende. Uye vanowanzozviita. Nekudaro, kuita mari chinhu chakaipa chinodiwa. Ndichida kana kwete, ndinofanira kubhadhara zvikwereti zvakatenderedza pano saka ndinofanira kuyananisa kutsigira uye kushambadzira zvakanyatsonaka.

Imwe nzvimbo yataida kuvandudza kuita mari yaive mune yedu tsamba yeemail. Isu tave kupa zvese kushambadza uye inotsigirwa machena mapepa kumusanganiswa. Ndiri kufara zvakanyanya nemapepa evachena - ayo anosarudzwa neinjini iyo yatakavaka kuti ive nechokwadi chekuti inoenderana nezvatiri kugadzira. Tsambadziro yeemail, zvisinei, zvinoshungurudza zvikuru. Kunyangwe kunyunyuta kukambani kanoverengeka, tsamba yangu yetsamba inogara yakazara nevanhu bvudzi rinodzoka ads. Vanotyisa chose… kazhinji vachiperekedzwa neinoshamisira gif yeimwe gal kana mukomana kuenda kubva pamhanza kusvika kuzere musoro webvudzi.

Kambani iyi yakandivimbisa kuti kushambadza kwaizogadzirisa mushure menguva yakatarwa nekudzvanya-pasi, panguva iyoyo ivo vaizonongedzwa zviri nani kune iye akanyorera. Izvo hazvina kuitika, saka ndiri kudhonza kushambadza mumavhiki anotevera. Ini ndakashanda zvakaomarara zvakaoma kuvaka anoshanda anonyorera base anoteerera kune izvo zvatinofanira kupa, uye kurasikirwa navo kune zvinotyisa kushambadzira hakuna kukodzera iwo mashoma mabhuru atinoita kubva kumari yekuita mari. Ndiri kuchinjira kumutengesi uyo anopa yega-sevhisi chikamu chetsananguro, whitelisting, uye blacklisting. Ndinoziva kuti ini handizove nemari yakawanda nekusarudza nemaoko kushambadzira, asi ini zvakare handisi kuzobvisa mukana wevanonyorera uyo wakandipa mvumo yekupinda mubhokisi ravo.

Handisini ndega ndine izvi. Chief Marketing Officer (CMO) Kanzuru yaburitsa gwaro nhasi rinofukidza nyaya dzakakodzera. Inopokana mukukodzera uye kutadza kwemusika wekushambadzira wepurogiramu yemadhora makumi mana emadhora, kunyanya njodzi dzekushambadzira kwedhijitari dzinoonekwa pamwe chete nezvinhu zvisina kunaka. Chirevo chakanzi, Kudzivirirwa kweBrand Kubva kuDhijitari Yemukati Infection: Kuchengetedza Brand Mbiri Mukusvikira Diligent Ad Chiteshi Sarudzo, vakawana kuti 72% yevanoshambadzira vemhando yepamusoro vanoita mukutenga kwechirongwa vane hanya nekuvimbika kwechiratidzo uye kutonga munzvimbo yekuratidzira yedigital

Dhawunirodha Brand Kudzivirirwa kubva kuDhijitari Yemukati Infection

Havasi vaparidzi chete vane hanya, ivowo vashambadzi vari kuwedzera kunetsekana nazvo uko kushambadza kwavo kuri kuiswa. Vanenge hafu yevashambadziri vakapindura vanotaura matambudziko ekuti kushambadzira kwedigital kunoonekwa kupi uye sei, uye nekota inotaura kuti vane mienzaniso chaiyo yekushambadzira kwavo kwedigital kwakatsigira kana kusanganisa zvirimo zvinogumbura kana kukanganisa.

Tsvagiridzo yaive yakanangana nekuongorora kukanganiswa kwezviitiko zvekushambadzira zvemadhijitari pamaonero evatengi uye chinangwa chekutenga. Chikamu chemiitiro yemwedzi mitatu yekutsvaga yakatarisa padhijitari yemhando yekuchengetedza kubva pamaonero emutengi uye vakaona kuti vatengi vari kuranga kunyange mabhenefiti akasarudzika kana vasingashandise anovimbika mapuratifomu mapuratifomu kana kutora matanho anoshanda kudzora kutendeka kwenzvimbo dzavanoshambadzira. Zvakawanikwa pakudzidza-kwakanangwa nevatengi - yakanzi "How Brands Annoy Fans" - inoenderera mberi kuburitsa pachena kuti vangangoita hafu yevakabvunzwa vakaratidza kuti vaizofunga kufunga nezvekutenga kubva kukambani kana kuti vaizoramba zvigadzirwa kana vakasangana nemashambadziro echiratidzo ichocho padhuze nemadhijitari izvo zvakagumbura kana akavaparadzanisa.

chivimbo yakabuda zvakare seyakakosha nyaya yevatengi apo, kunyangwe ichipa chechipiri kushambadza meseji, vezvenhau vanonzi ndivo vasingavimbike pakati penzvimbo shanu dzezvenhau. Ruzhinji rwevatengi (63%) vakati vanopindura zvakaringana kushambadziro kumwe chete kana vachivawana munzvimbo dzakasimbiswa uye dzakavimbika dzenhau. Kuti upindure iyi kudana kwekuvimba, vashambadzi vanoronga kupindura nekusimbisa iwo marongero uye zviyero izvo zvinoumba kushambadzira kuiswa pamberi.

Uku kutsvagurudza kubva kuCMO Council kunovimbisa zviito zvatatora sesangano rekushambadzira repasi rose kuchengetedza zita redu kubva pamhedzisiro yakaipa inosangana nekutenga kushambadzira kwepurogiramu, "anotsanangura Suzi Watford, Mutevedzeri weMutungamiriri uye Chief Marketing Officer Iyo Wall Street Journal. Kuti tirwise kutyisidzira kuri mudhijitari kushambadzira ecosystem, isu taunza yedu media kuronga uye kutenga mabasa mumba kuchengetedza kutonga kwekuti uye kupi vatengi vanoona edu ekutengesa mameseji. Kuchengetedza kutendeseka uye kuvimba kwakakosha kune iyo Dow Jones brand, uye isu tinotarisira kuisa iwo iwo akafanana mwero wekutarisa kune edu ekutengesa maitiro anoitwa nevatori venhau vedu mukuzivisa kwavo.

Vashambadziri vakazvipira kutora matanho akakodzera ekuona kutendeka kwenzvimbo yekushambadzira yemadhijitari uye kuiswa munzvimbo dzakachengeteka uye dzinovimbika dzemukati mezvinhu, uye vanoona izvi sechinhu chitsva chevatengi. Misoro yakavharwa ne63-peji CMO Council / Dow Jones yekutsvaga mushumo inosanganisira:

  • Chikamu che mutungamiriri wekushambadzira kushushikana uye kunetseka zvine chekuita nedhijitari yezvinyorwa zvemukati zvinokanganisa
  • Zvirongwa uye zvinangwa zveku chengetedza uye chengetedza kuvimbika kwechiratidzo mumadhijitari ekushambadzira chiteshi
  • Kukosha uye kukosha kwe zvemukati uye chiteshi kune kushambadzira kushambadzira kushanda uye kutumira meseji
  • Zviyero zvekukuvadza kana mukurumbira wekukanganisa pane zvigadzirwa zvinosangana nezvakashata zvemukati
  • Kuitika uye hunhu hwe brand chinokanganisa mumapurogiramu epamhepo ekushambadzira edhijitari
  • Yakanakisa-tsika nzira dzekuona brand kuvimbika mupurogiramu yechirongwa inotenga
  • Uchishandisa dhijitari kushambadzira sainzi kugadzira yakakura kutevedzera mhando uye kuzvidavirira
  • Mutengi uye bhizinesi maonero emutengi uye maitiro kumisikidza kusarudzika munzvimbo dzevanhu-dzakagadziriswa zvemukati chiteshi
  • Impact pa kugovera uye kuongorora yema media zano, sarudzo, kushandisa uye kutenga nzira
  • Chikamu chekugutsikana ine kushambadzira kwedhijitari kushanda, hupfumi, kugona uye kujeka

Heano infographic kubva kuCMO Council, Inguva yekutaura nezveTrust, iyo inotaura nezve kukanganisa kwekuvimba uye kwechirongwa kushambadzira kushambadzira.

Inguva yekutaura nezveTrust

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