Wake wazibuza ukuthi kungani amanye amasu okuthengisa esebenza njengomlingo? Akuyona nje inhlanhla – wuhlelo olucatshangelwe kahle, olwenziwe kahle. Ekubhalweni kwebhulogi yanamuhla, singena emhlabeni othokozisayo wezibonelo zamasu okuthengisa. Kungakhathaliseki ukuthi ungumakethi ongumakadebona ofuna ugqozi noma usanda kufika ofuna ukufunda okuyisisekelo, sikuphathele. Hlanganyela nathi njengoba sihlola izibonelo zamasu okuthengisa empumelelo yomhlaba wangempela futhi sizuza imininingwane ebalulekile!
Okuqukethwe
Liyini Isu Lokukhangisa? Kungani Kubalulekile?
Isu lokumaketha wuhlelo olucatshangelwe kahle nendlela esetshenziswa amabhizinisi nezinhlangano ukufeza izinhloso nezinjongo zabo zokumaketha. Kubandakanya amaqhinga, amasu, nezindlela eziklanyelwe ukukhuthaza imikhiqizo noma amasevisi, ukuxhumana namakhasimende, futhi kuqhubekisele phambili ukukhula kwenkampani.
Isu lokumaketha libalulekile ngoba linikeza isiqondiso nenjongo emizamweni yokumaketha yenkampani. Nakhu ukuthi kungani kubalulekile:
- Igcina Izinto Zicacile: Kusiza ibhizinisi ukuthi lihlale licacile kulokho elikufunayo nelidinga ukukwenza. Ngale ndlela, imizamo yabo yokumaketha ihambisana nalokho ibhizinisi elifuna ukukufeza.
- Ilondoloza Izinsiza: Kwenza isiqiniseko sokuthi ibhizinisi alimoshi imali nabantu ekukhangiseni lokho kungasebenzi. Kuyasiza ukusebenzisa imali ngokuhlakanipha.
- Phuma: Isu lokumaketha lisiza ibhizinisi ukuthi lihluke kwamanye. Kuyasiza ukuthola ukuthi yini ebenza bakhetheke nokuthi bangakubonisa kanjani lokho emhlabeni.
- Ukukhulisa i-ROI: Isu eliklanywe kahle lihlose ukukhulisa imbuyiselo ekutshalweni kwezimali (i-ROI) ngokuhlonza iziteshi namaqhinga okumaketha angabizi kakhulu futhi asebenza ngempumelelo.
15 Izibonelo Zesu Lokuthengisa
Izibonelo Zesu Lokuthengisa Ezingcono Kakhulu
1/ Umkhankaso we-Coca-Cola othi “Yabelana nge-Coke”:
Umkhankaso we-Coca-Cola othi “Yabelana nge-Coke” bekuyinhle ngoba yengeze ukuthinta komuntu emikhiqizweni yabo. Ngokuphrinta amagama abantu emathini nasemabhodleleni, i-Coca-Cola yakhuthaza abathengi ukuba babelane ngesiphuzo abasithandayo nabangane nomndeni. Lo mkhankaso ube yimpumelelo ngoba udale ukuxhumana okuqinile ngokomzwelo phakathi komkhiqizo namakhasimende alo, okuholele ekwandeni kokuthengisa nokuzibandakanya kwezokuxhumana.
2/ Isiqubulo sikaNike esithi “Just Do It”:
Isiqubulo sikaNike esithi “Just Do It” siphumelele ngoba siyakhuthaza futhi siyakhumbuleka. Ikhuthaza abantu ukuthi bathathe isinyathelo futhi baphishekele amaphupho abo. Impumelelo yesikhathi eside yalo mkhankaso ingenxa yomyalezo wawo ovela emhlabeni wonke futhi ongaphelelwa yisikhathi, othinta abantu babo bonke ubudala nezizinda.
3/ Umkhankaso Wejuba “Wobuhle Bangempela”:
Umkhankaso kaDove othi “Ubuhle Bangempela” uphonsele inselelo izindinganiso zobuhle bendabuko ngokufaka abesifazane bangempela ezikhangisweni zabo. Lo mkhankaso uphumelele ngoba uhambisane noshintsho lwamasiko olubanzi olubheke ekwamukeleni komzimba kanye nokuzamukela. Ayigcinanga ngokukhuthaza umlayezo omuhle kodwa futhi yahlukanisa i-Dove nezimbangi, idala isibopho esiqinile ngokomzwelo nabathengi.
Izibonelo zeDigital Marketing Strategy
4/ Ukumaketha Kwesikhathi Sangempela kuka-Oreo Ngesikhathi se-Super Bowl XLVII:
I-tweet ka-Oreo ethi “Dunk in the Dark” ngesikhathi sokucishwa kwe-Super Bowl ka-2013 iyisibonelo sakudala. Iphumelele ngoba ibifike ngesikhathi futhi inobuhlakani, isebenzisa umcimbi wesikhathi sangempela ukuze ibambe ukunaka komphakathi. Lokhu kucabanga okusheshayo kwenza uphawu luka-Oreo lwakhumbuleka futhi lwahlobana.
5/ Okuqukethwe Okukhiqizwe Ngabasebenzisi kwe-Airbnb:
I-Airbnb ikhuthaza abasebenzisi bayo ukuthi babelane ngohambo lwabo nendawo yokuhlala ngokuqukethwe okukhiqizwa ngabasebenzisi (UGC). Iphumelela ngokunikeza okuqukethwe okuyiqiniso okwakha ukwethenjwa futhi kuxhumane nabangase babe ngabahambi, okwenza inkundla ikhange nakakhulu kubo bobabili ababungazi nezihambeli.
Izibonelo Zesu Lokumaketha Kwemidiya Yomphakathi
6/ Wendy's Twitter Roasts:
I-Wendy's, uchungechunge lokudla okusheshayo, ithole ukunakwa nokuzibandakanya ku-Twitter ngokuphendula imibuzo yamakhasimende namazwana ngokubuya okuhlakaniphile nokuhlekisayo. Leli su liphumelele ngoba lenze uhlobo lobuntu, lakha izingxoxo ezithinta abantu abaningi, futhi labeka eka-Wendy njengenketho ejabulisayo nelandekayo yokudla okusheshayo.
7/ Umkhankaso we-Oreo's Daily Twist:
I-Oreo igubhe iminyaka yayo eyi-100 ngokuthumela izithombe zansuku zonke ku-Facebook ne-Twitter ezinamakhukhi e-Oreo ahlelwe ngobuciko ukumaka imicimbi yomlando noma amaholide. Lo mkhankaso iphumelele ngoba ihlanganise okuqukethwe okufike ngesikhathi nomkhiqizo owaziwayo, amasheya akhuthazayo nokuzibandakanya komsebenzisi.
8/ Umkhankaso we-Burberry's Snapchat:
UBurberry usebenzise i-Snapchat ukuze anikeze okuqukethwe okungemuva kwesigcawu okukhethekile kwemicimbi yakhe ye-London Fashion Week. Leli su liphumelele ngokudala umuzwa wokuhluka nokushesha, eliheha abantu abasha nabagxile kuthrendi.
Izibonelo Zesu Lokuthengisa Lokuthengisa
9/ Isu le-Amazon “lezincomo”
Izincomo zomkhiqizo womuntu siqu we-Amazon, ngokusekelwe kumlando wokuphequlula nokuthenga wabasebenzisi, isu lokuthengisa elaziwayo. Iphumelela ngokuyenga amakhasimende ngezinto okungenzeka ukuthi anentshisekelo kuzo, ukukhulisa inani le-oda elimaphakathi, nokushayela ukuthengisa okwengeziwe.
10/ McDonald's "Isidlo Esijabulisayo" Sezingane
I-McDonald's ihlanganisa amathoyizi aneminikelo yawo ethi "Happy Meal" ukuze ikhange izingane. Leli su lokuthengisa liheha imindeni ezindaweni zokudlela, likhuphula ukuthengiswa kukonke, futhi lakhe ukwethembeka komkhiqizo kusukela ebusheni.
Izibonelo Zesu Lokuthengisa Komkhiqizo
11/ Isu Lokuthengisa le-Apple iPhone:
Isu lokumaketha le-iPhone le-Apple ligxile ekudaleni umuzwa wokukhethekile kanye nokuqamba izinto ezintsha. Ngokugcizelela idizayini eshelelayo, izixhumanisi ezisebenziseka kalula, kanye nomqondo othi “usebenza nje”, i-Apple yakhe isisekelo samakhasimende esithembekile. Leli su liyaphumelela ngoba lingena esifisweni sabathengi sobuchwepheshe obusezingeni eliphezulu kanye nesimo esihambisana nokuba ne-iPhone.
12/ I-Nike's Air Jordan Brand:
Ukusebenzisana kuka-Nike nenganekwane ye-basketball uMichael Jordan kwakha uhlobo lwe-Air Jordan. Leli su liphumelela ngokuhlobanisa umkhiqizo nesithonjana sezemidlalo nokudala isisekelo sabalandeli esizinikele.
13/ Izimoto zikagesi zikaTesla zePremium:
Isu lokumaketha likaTesla ligxile ekubekeni izimoto zikagesi njengezimoto ezisebenza kahle, zikanokusho. Le ndlela iphumelela ngokwehlukanisa umkhiqizo kubakhi bezimoto bendabuko futhi ihehe kubathengi abaqaphela imvelo kanye ne-tech-savvy.
Izibonelo Zesu Lokuthengisa Zamabhizinisi Amancane
14/ Ividiyo ye-Dollar Shave Club Viral:
Isikhangiso esihlekisayo nesinevidiyo se-Dollar Shave Club siye sadlondlobala, kwaholela ezigidini zokubukwa kanye nokwanda kwababhalisile. Leli su liphumelele ngoba lasebenzisa amahlaya kanye nesiphakamiso senani esiqondile ukuze lihambisane nezithameli zalo ezihlosiwe futhi labelwane ngaso kalula, likhulise ukufinyelela kwalo.
15/ Imodeli kaWarby Parker's Zama-Ngaphambi Kokuthenga:
U-Warby Parker, umthengisi wezingubo zamehlo oku-inthanethi, unikeza a zama-ngaphambi-ko-ukuthenga uhlelo lapho amakhasimende angakhetha khona ozimele abazohlolwa ekhaya. Leli su liphumelele ngokubhekana nephuzu elivamile lobuhlungu ekuthengeni izingubo zamehlo ku-inthanethi—ukungaqiniseki mayelana nokufaneleka nesitayela—nokwakha ukwethembana ngokuvumela amakhasimende ukuthi azibonele umkhiqizo mathupha.
Imicabango Final
Izibonelo zesu lokumaketha zigqamisa izindlela ezehlukene amabhizinisi azisebenzisayo ukuxhumana nezithameli eziqondiswe kubo, ukushayela ukuthengisa, nokwakha ubudlelwano obuhlala njalo.
Manje, njengoba sihlole lawa maqhinga okumaketha, khumbula lokho I-AhaSlides kungaba umngane wakho kulolu hambo olujabulisayo. I-AhaSlides yenza kube lula inqubo yokudala izethulo ezisebenzisanayo nezihehayo, imibuzo nezinhlolovo, okukwenza ukwazi ukuxhumana namasu akho okuthengisa ngempumelelo futhi uthole impendulo ebalulekile kuzithameli zakho.
Imibuzo Evame Ukubuzwa
Yisiphi isibonelo sesu lokumaketha?
Isibonelo Sesu Lokukhangisa: Ukunikeza isaphulelo sesikhathi esikhawulelwe ukuze kukhushulwe ukuthengisa ngesikhathi seholide.
Yimaphi amasu ama-4 ayinhloko wokumaketha?
Amasu Ama-4 Ayinhloko Wokuthengisa: Ukwehluka Komkhiqizo, Ubuholi Bezindleko, Ukunwetshwa Kwemakethe, Ukugxila Kwekhasimende
Yimaphi amasu amahlanu ajwayelekile okuthengisa?
Ukukhangisa Kokuqukethwe, Ukumaketha Kwemidiya Yomphakathi, Ukumaketha Nge-imeyili, Ukumaketha Kwe-Influencer, Ukuthuthukisa Injini Yokusesha (SEO)
