Uma iklayenti lakho lithanda i-adblock ngaphezu kwakho
Sekuyisikhathi eside sazi mayelana nesenzo sokushintsha ukunaka kwabakhangisi nemali yabo baye ku-inthanethi kanye nemidiya yedijithali. Nokho, iminyaka embalwa edlule iyizimpawu zokuthi ukukhangisa kwedijithali ngeke kusasebenza ngokuthula. Lokhu kungenxa yokuthi ukuthandwa kwezinqubo ezihlukahlukene ezivimbela okuqukethwe kwayo kukhula.
Ngokocwaningo lwase-US, u-38% wabasebenzisi be-inthanethi abadala basekela ukuvinjwa kwezikhangiso. E-Poland, ngisho nangaphezulu, ngoba ekupheleni kuka-2017 lesi sibalo sasingu-42%. NgoNovemba 2018, i-Association of Internet Industry Employers IAB Polska ishicilele umbiko mayelana nezinga lokuvinjwa kwezikhangiso ku-inthanethi yasekhaya. Ubonise ukuthi inani labavimbeli ezweni lethu liye landa cishe ngo-200% eminyakeni emihlanu, futhi phakathi kwabasebenzisi be-PC selivele lidlula i-90% (1)! Kuma-smartphones kanye namathebulethi, iphesenti lokuvimba liphansi kakhulu, kodwa liyakhula.
Ukuvinjwa kwezikhangiso kuyingxenye yenkinga kuphela, futhi nomphumela wenhlanganisela yezizathu zokwehla kokuphumelela kokukhangisa nokumaketha ngendlela evamile (2). Esinye sezizathu ezenza leli bhizinisi lihlehle wushintsho olwenzekayo kanye nengqondo yabamukeli abancane ngemva koshintsho lwezobuchwepheshe.
I-Zetas ayifuni ukubonakala
Ngokusho kocwaningo lweBloomberg, okuthiwa Isizukulwane Z (okungukuthi abantu abazalwa ngemva kuka-2000 - nakuba, ngokusho kwemithombo ethile, i-1995 isivele isishintshile), kulo nyaka kufanele idlule inombolo iminyaka eyinkulungwane (owazalwa ngeminyaka yama-80s kanye nama-90s), afinyelela cishe ku-32% yenani labantu emazweni athuthukile. Ngokusobala, lolu lwazi lunezwi eliqinile lebhizinisi nelokukhangisa, elibuye libe nomthelela omkhulu kwabezindaba, i-intanethi kanye nezinkundla zokuxhumana. Iminyaka eyinkulungwane inamandla okuthenga alinganiselwa ku-$65 billion, ngokusho kwenkampani yocwaningo i-Nielsen, manje engaphansi kuka-$100 webhiliyoni uZeci engawusebenzisa ekuthengeni.
Kube nokuhlaziya okuningi okuzama ukuthwebula izidingo zeGeneration Z. Kwabezindaba (kulokhu okulingana nabezindaba ze-Intanethi), okokuqala, bafuna ngokuqinile ulwazi lomuntu siqu, ngokugcizelela kakhulu ukuvikelwa kobumfihlo. Esinye isenzakalo esihlukanisa lesi sizukulwane kwezidlule ukuthi abameleli baso bakhetha ezokuzijabulisa kunobudlelwano. Yilokhu okubonisa ucwaningo, okubonakala kuqinisekiswa amawebhusayithi abawakhethile, ikakhulukazi iTikTok. Isimo sabo sengqondo ngokukhangisa kwendabuko sikhonjiswa ama-meme adumile, njengesibonelo, ukukhangisa okuhlekisayo ezinkundleni zokuxhumana, okubhalwe njengezikhangiso zamaphephandaba amadala (ikhava).
Izinkundla zokuxhumana nolwazi ezithandwa yilesi sizukulwane zichazwa ngochwepheshe ngokuthi "Ihamba kancane" (). Isibonelo sesevisi enjalo i-Snapchat, uhlelo lokusebenza lokuthumela amavidiyo nezithombe ezitholakalayo ukuze zibukwe imizuzwana engama-60.
Maqondana nalesi sizukulwane, izigigaba zivame kakhulu ezingezinhle kwabezindaba abaphila ngokukhangisa (okungukuthi, amawebhusayithi). Abathengi abasebasha bazimisele kakhulu ukushintshela kumasevisi namasevisi. umsebenzisi uxhaswe (ngokwesibonelo, i-Netflix noma i-Spotify), ishiya imodeli yokukhangisa evamile. Intsha ifake isicelo amabhlogo wesikhangiso ngezinga elikhulu. Kodwa-ke, lokhu akusho kakhulu isifiso "sokukhohlisa" abashicileli, njengoba abanye bengathanda ukukubona, kodwa ukwenqatshwa ngokuphelele kwemodeli yendabuko yokukhangisa abezindaba. Uma umshicileli eyala indlela yokuvimbela izikhangiso ukuthi ikhutshazwe ukuze umsebenzisi akwazi ukuzulazula kokuqukethwe, abantu abasha maningi amathuba okuthi bahoxe ekukunikezeni. Esitatimendeni semali engenayo, ukukhishwa kwesikhangiso kuyawina.
Imodeli yokukhangisa yemidiya ye-inthanethi, eyavela emashumini amabili eminyaka edlule, yayifana kakhulu nendlela endala yokuxhasa ngemali. Esikhathini esidlule, iphephandaba lalingabizi ngoba abanyathelisi babethola imali ngokukhangisa. I-TV nomsakazo bekumahhala (kanye nokubhalisa, kunjalo), kodwa bekumele ubekezelele izikhangiso. Imibhalo ekuphothali yayingafundwa, kodwa izibhengezo ezicasulayo kwadingeka zisuswe kuqala. Ngokuhamba kwesikhathi, ukukhangisa ku-inthanethi kuye kwaba nolaka futhi kuyaphikelela. Abasebenzisi abadala be-inthanethi cishe bakhumbula izimo lapho kwakucishe kungenzeki khona ukubona umbhalo ngenxa yezithombe ezinyakazayo namavidiyo. Ukuvala ngaphambi kokuthi "badlale" kwakunzima, futhi ngezinye izikhathi kwakungenakwenzeka nhlobo.
Eqhutshwa ukukhangisa okunomsindo, okuxakayo, amamodeli wemidiya manje abonakala edalelwe ukuhluleka. Amamodeli akuwona abezindaba ngokwabo, ngoba angeke kukhishwe ukuthi laba bamuva bazothola ezinye izindlela zokwenza imali ngemisebenzi yabo. Nokho, izikhangiso zika-El Dorado ngokusobala ziyaphela ngoba abasebenzisi bahlubuke ezikhangisweni.
Ngokuphambene nenkolelo evamile, intsha ayikhathazeki nhlobo ngalokhu. amasistimu okubhalisanakuba phakathi kokuqukethwe abazimisele ukukukhokhela, azikho izihloko, akukho mibiko, akukho journalism, okuyinto ngokwesiko okunikezwa abezindaba. Nge-Spotify, ungasusa amavidiyo ngemali encane. Nge-Netflix, ungakhokha imali yokubhalisa ukuze ubuke noma yini efiswa yinhliziyo yakho. Lolu hlelo lufanele abasebenzisi.
2. Ukusebenza okuncishisiwe kokukhangisa
Ulwazi nokufakwa esikhundleni sokukhangisa
Kuphinde kube nenkinga ngesikhangiso ngokwaso. Akukhona nje kuphela ukuthi amamodeli amadala okudala nokudayisa abezindaba ayeke ukusebenza, kodwa ukuhlelwa kwendabuko kokukhangisa abezindaba ababephila kahle ngakho kuhlangabezana ne-apocalypse yayo encane.
U-Howard Gossage, umlingiswa onemibala emihle ngesikhathi sokukhangisa ngeminyaka yawo-60s, waduma ngegama elithi: “Abantu bafunda abakuthakaselayo. Kwesinye isikhathi kuba yisikhangiso.
Abahlaziyi abaningi bakholelwa ukuthi lo musho uqukethe isihluthulelo sokuqonda ukusebenza ngempumelelo kokukhangisa. Kumele okuthakazelisayo kumamukelifuthi hhayi ubugovu, njengoba, ngeshwa, ngokuvamile kwenzeka. Abakhangisi nabo kufanele bakukhumbule lokho izithameli ziyashintsha ngokuhamba kwesikhathi. Indlela edalwe ngokuyinhloko umhlaba wokukhangisa nokumaketha ukuze ithwebule izinguquko "ezizukulwaneni" ezilandelanayo kufanele isize ekudaleni abamukeli ababonakalayo abahlosiwe bemilayezo yokukhangisa.
Emhlabeni "wakudala" ngaphambi kwe-Facebook ne-Google, bezingekho izindlela ezisebenzayo, ezishibhile zokufinyelela abantu ababefuna imikhiqizo namasevisi we-niche. Izinkampani eziphumelele zinikeze ngemikhiqizo eqondiswe emphakathini jikelele futhi ikhangiswe ngokulindela umamukeli omkhulu - amakhulu ezinkulungwane, izigidi zabantu ngesikhathi esisodwa. Imikhankaso yokukhangisa kwabezindaba eyimpumelelo yenkathi yangaphambilini ngokuvamile ibiqondiswe amaketanga amakhulu ezindawo zokudlela (njengama-McDonald's), abakhiqizi bezimoto, ama-hypermarkets, izinkampani zomshwalense, noma imikhiqizo yezimpahla zabathengi ephethwe izinkampani ezinkulu ezinkulu.
Ukungena enkathini yesimanje, lapho i-Intanethi ithathe indawo yemodeli yezokuthengisa yendabuko ngezitolo nemikhiqizo eyaziwayo, kuye kwabonakala kakhulu. inciphisa ibanga phakathi komthengi nomthengisi futhi isusa imigoqo ehlukahlukene, njengezindawo. I-inthanethi inikeze abathengi nabathengisi ukufinyelela okungakaze kubonwe ngaphambili komunye nomunye. Namuhla, inkampani enikeza into ethile, i-niche inethuba, ngobuchule isebenzisa amathuluzi e-Inthanethi, ukufinyelela wonke amakhasimende ayo, amaningi. - isibonelo, i-Bevel, ekhiqiza izinto zokushefa eziqondiswe ngamadoda amnyama. Ezweni elidala, ukukhangisa umkhiqizo othile kwakungeyona inzuzo ezinkampanini ezinkulu namaketanga okuthengisa, ngoba kwabonakala kubiza kakhulu ngeyunithi ngayinye ethengisiwe. I-inthanethi yehlisa lo mthethosivivinywa futhi yenza ukuthengisa imikhiqizo engajwayelekile ibe nenzuzo.
Ukuthengisa kanye nokwenza inzuzo kuqhutshwa ngamathuluzi nokukhangisa okuvela ku-Google naku-Facebook. Izindleko zokuthola ikhasimende elingaba ikhasimende zihlala ziphansi uma kubhekwa ithuba lokumaketha kabusha nokugcinwa kwamakhasimende ngokusebenzisa izixazululo zokuxhumana eziningi ezinikezwa yi-inthanethi.
Ukwandisa ukunemba kokucutshungulwa kwedatha ekugcineni kungaholela emhlabeni lapho umthengi ngamunye ekwazi ukufinyelela ngokushesha emikhiqizweni ehlangabezana nezinto zakhe eziphilayo, kunezidingo zabathengi. Lona umhlaba ongenawo amabhrendi nezimpawu zokuhweba, ngoba eqinisweni elisekelwe olwazini, hhayi ukukhangisa, umqondo "we-brand trust" awukho. Umthengi onolwazi uzothenga imikhiqizo eshibhile emibili efanayo. Isibonelo, uzokwazi ukuthi isithako esisebenzayo emuthini yi-ibuprofen, kanti i-Dolgit, i-Ibuprom, i-Ibum noma i-Nurofen yizinto zokwakha zokumaketha. Bazokhetha ngokuqaphela ukuthi yiluphi uhlobo nokuthi bafuna ukuthenga ibuprofen ngakuphi ukupakisha.
Lapho abakhangisi beshesha ukuliqonda leli zwe elisha, futhi lapho beyeka ngokushesha ukulwa ukuze babuyise "izinsuku ezimnandi zakudala" embonini yezokukhangisa, kuba ngcono kubo. Umdlalo awuyona ingxenye yenzuzo ye-Google noma ye-Facebook, ngoba iziqhwaga ze-inthanethi cishe azifuni ukwabelana ngenzuzo yazo. Lokhu kumayelana ulwazi kanye nedatha. Futhi yile nsiza, hhayi imali engenayo yokukhangisa, elawulwa yiziqhwaga ze-inthanethi. Futhi njengoba kungashiwo nhlobo ukuthi ulwazi lomsebenzisi nedatha yangasese ilawulwa futhi kufanele ilawulwe yi-Google ne-Facebook kuphela, kusekhona okuthile okufanele kulwelwe.
Embikweni Wokusungulwa Kwezohwebo, abafundi beMT abazowuthola kulolu daba, sibhala ngezindlela ezintsha ezisekelwe kubuchwepheshe bamuva - i-AI, i-AR, i-VR kanye - nezindlela ezintsha zokuthengisa, ukwakha izingxoxo, ukuqinisa ubudlelwano namakhasimende ngamanye, ukwenza kube ngokwakho ukunikeza nezinye izindlela eziningi ezintsha zokuheha abathengi. Konke lokhu kungathatha indawo yezinhlobo zendabuko zokukhangisa nokumaketha. Yebo, izinkampani kuzodingeka zikufunde lokhu, kodwa ziye zafunda nendlela yokukhangisa ngokuphumelelayo esikhathini esidlule.
