Ngaba ukuThengiswa kweNkqubo kuthenga ukubulala igama lakho?

Ubume

Ukwenza imali ngokupapashwa akululanga njengoko kubonakala. Jonga ngononophelo kuyo nayiphi na impapasho ephambili kwaye uyakufumana isiqingatha seshumi lezinto ezicaphukisayo ezicela abafundi ukuba bemke. Kwaye bahlala bekwenza. Nangona kunjalo, ukwenza imali bububi obuyimfuneko. Ndiyayithanda okanye ayithandi, kuya kufuneka ndihlawule amatyala apha kwaye ke kufuneka ndilinganise inkxaso-mali kunye neentengiso ngononophelo.

Indawo enye esifuna ukuphucula ukwenziwa kwemali yayikwincwadi yeendaba ye-imeyile. Ngoku sinikezela ngazo zombini iintengiso kunye namaphepha amhlophe axhaswe ngumxube. Ndonwabe kakhulu ngamaphepha amhlophe-akhethwe yinjinjini esiyakhayo ukuqinisekisa ukuba iyahambelana nomxholo esiwenzayo. Iileta zeendaba ze-imeyile, nangona kunjalo, ziludano olukhulu. Ngaphandle kokukhalaza kwinkampani amatyeli aliqela, iincwadana zam zihlala zihlala nabantu uboya beenwele Iintengiso. Batyhwatyhwa… bahlala behamba nesipho se-gal okanye umfana othile osuka enkqayini aye entlokweni yeenwele.

Inkampani indiqinisekisile ukuba iintengiso ziya kulungelelanisa emva kwethuba ngokusekwe kunqakrazo, ngelo xesha ziya kujoliswa ngcono kubhalisi. Ayenzekanga, ke nam ukutsala iintengiso kwiiveki ezimbalwa ezizayo. Ndisebenze nzima ngendlela eyothusayo sakha isiseko sokubhalisela esisebenzayo esiphendula kumxholo ekufuneka siwenzile, kwaye ukuphulukana nawo kwintengiso ezoyikekayo akuxabisi imali encinci esiyenzayo ngokwenza imali. Nditshintshela kumthengisi onikezela ngenkcazo yecandelo lenkonzo yokuzenzela, iphepha elimhlophe, kunye noluhlu olumnyama. Ndiyazi ukuba andizukufumana mali ininzi ngokukhetha ngesandla iintengiso, kodwa andizukubhengeza ilungelo lababhalisi elinike imvume yokungena kwi-inbox.

Ayindim ndedwa onale nkxalabo. IGosa eliyiNtloko leNtengiso (i-CMO) iBhunga likhuphe ingxelo namhlanje egubungela izihloko ezifanelekileyo. Ibuza umbuzo ngokulunga kunye nokusilela kweentengiso zentengiso zenkqubo ezixabisa i-40 yezigidigidi, ngakumbi umngcipheko wentengiso yedijithali ebonakalayo ecaleni komxholo ongathandekiyo. Ingxelo enesihloko, Ukukhuselwa kweBrand kuChaphazeleko loMxholo weDijithali: Ukukhusela igama leBrand ngoKhetho lweSitishi seAd, ifumanise ukuba i-72% yabathengisi bophawu ababandakanyeka kuthengiso lwenkqubo baxhalabile malunga nokuthembeka kwebrendi kunye nolawulo ekubekweni kwedijithali

Khuphela uKhuselo lweBhranti kwi-Infection yesiqulatho seDijithali

Ayisibavakalisi kuphela abaxhalabileyo, ikwangababhengezi abaxhalaba ngakumbi nangakumbi apho iintengiso zabo zibekwa khona. Phantse isiqingatha sabaphenduli bezentengiso baxela iingxaki zokuba intengiso yedijithali ijongwa phi kwaye njani, kwaye ikota ichaza ukuba banemizekelo ethile apho intengiso yabo yedijithali ixhasile okanye yadibanisa umxholo okhubekisayo okanye owoyisayo.

Uphando belujolise ekuvavanyeni iimpembelelo zamava entengiso yedijithali kumbono wabathengi nakwinjongo yokuthenga. Inxalenye yenkqubo yokufumanisa iinyanga ezintathu ijonga ukhuseleko lwegama ledijithali kumbono wabathengi kwaye yafumanisa ukuba abathengi bayohlwaya neempawu ezithandwayo ukuba abazisebenzisi amaqonga eendaba athembekileyo okanye bathathe amanyathelo asebenzayo ukulawula ukuthembeka kweendawo zabo zentengiso. Iziphumo zophando olujolise kubathengi- osihloko sithi "How Brands Annoy Fans" - iyaqhubeka ukuveza ukuba phantse isiqingatha sabaphenduli babonakalise ukuba bazokucinga kwakhona ngokuthenga kwinkampani okanye bangathi boyike iimveliso ukuba badibana nophawu lwentengiso kunye nomxholo wedijithali okhubekisayo okanye yabahlukanisa.

ithemba kwavela njengomba ophambili kubathengi xa, ngaphandle kokuhambisa imiyalezo yesibini yentengiso, imithombo yeendaba zentlalo kwathiwa yeyona ithembekileyo phakathi kwamajelo aphezulu amahlanu eendaba. Uninzi lwabathengi (iipesenti ezingama-63) bathi baphendula ngokufanelekileyo kwiintengiso ezifanayo xa befumana kwiindawo ezomeleleyo nezithembakeleyo zosasazo. Ukuphendula le fowuni yethemba, abathengisi baceba ukuphendula ngokuqinisa izikhokelo kunye nemigangatho eya kuthi ibonakalise ukubekwa kwentengiso ukuya phambili.

Olu phando luvela kwiBhunga le-CMO luqinisekisa amanyathelo esele siwathathe njengombutho wentengiso wehlabathi ukukhusela uphawu lwethu kwiziphumo ezibi ezinxulunyaniswa nokuthengwa kweenkqubo, "ucacisa uSuzi Watford, uSekela Mongameli oLawulayo kunye neGosa eliyiNtloko leNtengiso Ijenali yeWall Street. Ukulwa nosongelo lwendalo yedijithali, sizise ucwangciso lweendaba kunye nemisebenzi yokuthenga endlini ukugcina ulawulo lwendawo kunye nalapho abathengi bayibona khona imiyalezo yethu yorhwebo. Ukugcina ukuthembeka kunye nokuthembela kubaluleke kakhulu kwi-Dow Jones brand, kwaye sijolise ekusebenziseni inqanaba elifanayo lokujonga kwindlela yethu yokuthengisa ezenziwa ziintatheli zethu ekunikeni ingxelo.

Abarhwebi bazinikele ekuthatheni amanyathelo afanelekileyo ukuqinisekisa ukuthembeka kokubekwa kwintengiso yedijithali kunye nokubekwa kwindawo enomxholo okhuselekileyo kunye nodumileyo, kwaye bakubona oku njengemfuneko yomthengi omtsha. Imixholo egutyungelwe yiphepha lama-63 le-CMO Council / likaDow Jones lophando lubandakanya:

  • Inqanaba le inkokeli kwezentengiso uvakalelo nenkxalabo ngokubhekisele kwiziqulatho zentengiso yedijithali
  • Izicwangciso kunye neenjongo zoku khusela kwaye ukhusele ukuthembeka kwegama kumajelo entengiso edijithali
  • Ukubaluleka kunye nexabiso le umxholo kunye nejelo ukuthengisa ngokusebenzayo kunye nokuhanjiswa kwemiyalezo
  • Imilinganiselo yengozi okanye impembelelo yokuhlonipha Kwiimpawu ezinxulumene nomxholo ongalunganga
  • Izehlo kunye nohlobo lwe ukuyekelela uphawu kwiinkqubo zentengiso yedijithali ekwi-intanethi
  • Eyona ndlela isebenzayo yokuqinisekisa ingqibelelo yohlobo kwintengiso yenkqubo iyathenga
  • Sebenzisa isayensi yentengiso yedijithali ukwenza okukhulu ukuthotyelwa kophawu noxanduva
  • Umthengi kunye neshishini Iimbono zomthengi kunye neempendulo ukufakelwa uphawu kwindawo engeyiyo kumajelo omxholo osisihlwele
  • Impembelelo kwi ulwabiwo kunye novavanyo Isicwangciso-qhinga seendaba, ukhetho, inkcitho kunye nokuthenga
  • Inqanaba lokwaneliseka ngokusebenza ngempumelelo kwintengiso yedijithali, uqoqosho, ukusebenza ngokukuko kunye nokwenza izinto elubala

Nantsi i-infographic evela kwiBhunga le-CMO, Lixesha lokuthetha ngeTrust, Lowo uthetha nefuthe lokuthembela kunye nokuthengwa kweentengiso zenkqubo.

Lixesha lokuthetha ngeTrust

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