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Chii chinonzi Netnography? Iri Kushandiswa Sei Mukutengesa uye Kushambadzira?

Imi mese makanzwa pfungwa dzangu pamusoro buyer personas, uye iyo inki chaiyo haina kuoma pane iyo blog post, uye ini ndatowana nzira nyowani uye iri nani yekugadzira vatengi vanhu.

Netnography yakabuda senzira inokurumidza, inoshanda, uye yakanyatso kurongeka yekugadzira buyer personas. Imwe nzira yeiyi makambani ekutsvagisa epamhepo anoshandisa nzvimbo-yakavakirwa pasocial media data (geotagged) kuongorora kudyidzana kwevatengi munharaunda uye zvavanofarira zvichibva pane yakatsanangurwa nzvimbo. Aya mapuratifomu anogona kugonesa vashandisi kudhonza radius kutenderedza chero nzvimbo yavanosarudza, uye Scrape marudzi ese e data kubva kuvanhu vari munharaunda iyoyo.

Robert Kozinets, purofesa wezvenhau, ndiye muvambi wetnography. Mumakore ekuma1990, Kozinets, Sachigaro weHufschmid weStrategic Public Relations neBusiness Communications akaumba izwi iri - kusanganisa Internet ne ethnography - uye akagadzira nzira yekutsvaga kubva pasi.

Tsanangudzo yeNetography

Netnografi ndiro bazi re ethnography (rondedzero yesainzi yetsika dzevanhu uye tsika) inoongorora maitiro emahara evamwe vanhu paInternet iyo inoshandisa nzira dzekutsvaga pakushambadzira pamhepo kupa ruzivo rwakakosha.

Robert Kozinets

Netnography inonyora uye inoongorora data nezve yemahara yemagariro maitiro evamwe vanhu paInternet. Chinokosha ndechekuti iyi data inounganidzwa apo vatengi vari kuzvibata vakasununguka, zvinopesana neongororo dzekutsvaga umo vatengi dzimwe nguva vanopindura kudzivirira kunyadziswa kana kufadza muongorori.

Mutengi Personas maringe neNetnography Mishumo

Mutengi anotsvaga ongororo mishumo inoumbwa zvachose Chinangwa dhata iri zviratidzo chaizvo zvemararamiro, chigadzirwa, uye sarudzo dzemhando. Vaongorori vekutsvaga vanounganidza mishumo uye vobva vagadzira chimiro chezvikamu zvevatengi zvechigadzirwa chako kana sevhisi.

Icho chishandiso chinoshamisa chevashambadziri nekuti iyo data inogona kunyorwa nekukurumidza uye nenzira kwayo. Netnography zvinobatsira nekuti makambani anogona kuita kuti maprofiles avo aunganidzwe ipapo pane kutora mavhiki kana mwedzi kuunganidza tsvagiridzo. Ndiwo musiyano mukuru kubva kutsvagurudzo yechinyakare iyo dzimwe nguva inogona kutora mwedzi kuunganidza nekuongorora. Kana iwe ukawana rudzi urwu rwekutsvagisa, wako mutengi personas angangochinja zvishoma. Kana kunyange zvakawanda.

Saka, ipapo, iwe unoziva kuti vatengi vako vane mari yakawanda ndivanaani, zvavanofarira ipapo, uye sei uye nei vachidyidzana nevezera ravo.

Rudzi urwu rwekutsvagisa kwemunhu runounza data rakakosha pamusoro pevatengi vako vanobatsira kwazvo vanosanganisira mari yemhuri, dzinza, marwadzo poindi, zvinangwa, zvinokanganisa, zviitiko / zvekuzvivaraidza, nezvimwe. Iyi mishumo inogona zvakare kukuudza iwe mawebhusaiti kana mabhureki ega ega munhu angangoshanda nawo uye epamusoro mashanu mazwi akakosha aunogona kushandisa kuasvikira iwo.

Chirevo chenetnografia ishumo yekutsvaga inopa zvakawanikwa muongororo yetnography. Kazhinji inosanganisira zvikamu zvinotevera:

  1. ziviso: Chikamu chino chinopa mucherechedzo wemubvunzo wetsvagurudzo, kumashure, uye mamiriro echidzidzo, uye nzira dzetsvakiridzo dzakashandiswa.
  2. Zvinyorwa Zvitsva: Pfupiso yetsvakiridzo iripo pamusoro pemusoro wenyaya uye kuti chidzidzo chazvino chinobatsira sei kune ruzivo rwuripo.
  3. Dhata Kuunganidzwa uye Kuongorora: Tsanangudzo yekwakabva data uye nzira dzinoshandiswa kuunganidza nekuongorora data.
  4. Zviwanikwa: Chikamu chino chinopa zvakabuda muchidzidzo ichi, kusanganisira madingindira nemapatani akabuda kubva mudata.
  5. hurukuro: Chikamu ichi chinodudzira zvakawanikwa uye chinozvibatanidza nemubvunzo wetsvagurudzo uye ongororo yemabhuku. Inosanganisirawo maonero pamusoro pezvinorehwa neindasitiri kana chinangwa chaicho.
  6. mhedziso: Pfupiso yezvakanyanya kuwanikwa, zvazvinoreva, uye mazano ekutsvaga mune ramangwana.
  7. References: Rondedzero yezvinyorwa zvinodudzwa mumushumo.

Ndokumbira utarise kuti chimiro uye zvirimo mushumo wetnography zvinogona kusiyana zvichienderana nemubvunzo wekutsvagisa uye indasitiri yayakaitirwa.

Ndedzipi Dzimwe Nzira Netnography Inoshandiswa Mukushambadzira?

  1. Mutengi Tsvakurudzo -Netnography inogona kushandiswa kuunganidza data uye nzwisiso nezvevatengi, kusanganisira zvavanoda, maitiro, uye maitiro. Izvi zvinogona kubatsira vatengesi kukudziridza mamwe anonangwa uye anoshanda ekushambadzira mishandirapamwe.
  2. Kukwikwidzana Kuongorora -Netnography inogona kushandiswa kuunganidza data uye ruzivo nezvevakwikwidzi, kusanganisira zvigadzirwa zvavo, nzira dzekushambadzira, uye mhinduro dzevatengi. Izvi zvinogona kubatsira vatengesi kuona mikana yekusiyanisa zvigadzirwa zvavo uye kuedza kwekushambadzira.
  3. Product Development - Netnography inogona kuunganidza data uye ruzivo pamusoro pezvinodiwa nevatengi uye zvaunofarira, izvo zvinogona kuzivisa sarudzo dzekuvandudza zvigadzirwa uye kubatsira vatengesi kugadzira zvigadzirwa zvinosangana nezvinodiwa nevateereri vavo.
  4. Content Marketing - Netnography inogona kuunganidza data uye nzwisiso pamusoro pezvipi zvemukati zvinoenderana nevateereri vanotarwa, izvo zvinogona kubatsira vatengesi kugadzira mamwe anobudirira ekushambadzira emukati marongero.
  5. Social media kuongorora - Netnography inogona kutarisa masocial media mapuratifomu uye nharaunda dzepamhepo kuti unzwisise nhaurirano uye maitiro ane chekuita nemhando kana indasitiri. Izvi zvinogona kubatsira vatengesi kuti vaone mikana yekubatana nevateereri vavo uye kupindura kune zvinodiwa nevatengi.

Netnography inogona kuva chishandiso chakakosha chevashambadziri vari kutsvaga kuunganidza data uye ruzivo nezve yavo vavariro yevateereri uye indasitiri, uye kugadzira anobudirira kushambadzira mazano.

Kufambira mberi muArtificial Intelligence uye Netnography

AI ikozvino iri kuita basa rinokura mukurongeka kwekuunganidza, kuongorora, uye kufanotaura kwakaitwa nedata retnography. Heino mimwe mienzaniso:

  1. kushandisa michina: AI algorithms inogona kuita otomatiki maitiro ekuunganidza data uye kuongororwa, zvichiita kuti zvive nyore uye zvakanyanya kushanda kuitisa netnography zvidzidzo.
  2. Scale: AI inogona kuongorora mavhoriyamu makuru e data kubva kumapuratifomu akawanda, ichipa kunzwisisa kwakadzama kwenharaunda dzepamhepo.
  3. Yepamberi Kuongorora: Zvishandiso zveAI-powered zvinogona kuita zvinyorwa zvepamusoro uye ongororo yemanzwiro, kuona mapatani uye maonero angave akaoma kuti vaongorori vevanhu vaone.
  4. Kufanotaura Ongororo: AI modhi inogona kufanotaura mafambiro uye maitiro emangwana, ichipa ruzivo rwakakosha kumakambani nemasangano.
  5. Yechokwadi-nguva Kuongorora: AI-yakavakirwa maturusi anogona kutarisa kutaurirana kwepamhepo munguva-chaiyo, ichibvumira masangano kuti akurumidze kuziva uye kupindura kune ari kubuda maitiro uye nyaya.

Kushandisa AI netnography, vatsvakurudzi, nyanzvi dzekutengesa, vatengesi, uye vashambadziri vanogona kuwana ruzivo rwakadzama uye kunzwisisa kwenharaunda dzepamhepo, uye kuita sarudzo dziri nani kubva pakunzwisisa uku.

Kana iwe uchifarira kutenga Netnography report yevatengi vako kana vakwikwidzi, usazeze kubata nefemu yangu, DK New Media.

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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