Qhinga Unxibelelwano: iinjongo, iinjongo, inkqubo ukwakhiwa

Ukukhuthazwa kweempahla kunye neenkonzo kufuna indlela ebanzi, nto leyo iphunyeziwe kuphuhliso lwesicwangciso-qhinga zonxibelelwano. Namhlanje, ukuthengisa iya isiba elona nqaku libalulekileyo nawuphi na umbutho, nokuba uthengise isonka okanye anike iinkonzo ezikrelekrele. Zobunewu abanolwazi zentengiso yonxibelelwano nkqubo wenkampani yinto yokuqala efunekayo ukuze impumelelo yayo.

ukuba nombono

Nayiphi na inkqubo yonxibelelwano na injongo ethile ephathelene ne nesicwangciso sophuhliso. Ekuthengiseni indlela ingundoqo ekuphumezeni izicwangciso kunye neenjongo kukwakha ubudlelwane phakathi ngumthengi kunye umenzi. qhinga Unxibelelwano ngokwengqiqo ebanzi - yinkqubo entsonkothileyo, wonke ukuphumeza iinjongo zokuthengisa yenkampani. Ngandlel 'ithile ayemxinwa ngayo sinonimiziruyut nengqiqo iqhinga sentengiso. Ukuziqhelisa, ubuchule bonxibelelwano ibandakanya isicwangciso sentengiso, ubugcisa kunye namajelo eendaba. Ngenxa yoko, le ngcamango inkqubo yenkampani iyonke inyathelo ngenxa yokusekwa unxibelelwano emarikeni, okusingqongileyo lwangaphandle nangaphakathi.

buhle

Ukuphuhlisa ubuchule bonxibelelwano kwenza umbutho ukwenza isicwangciso ingcamango-out of amanyathelo ukuze aphumeze iinjongo zabo. Indlela sobuchule zinezibonelelo ezininzi. It ikuvumela ukuba yokwandisa iindleko ze kwandiswe iindleko-ezisebenzayo ukusasaza zonke iintlobo izibonelelo: ixesha, ezoluntu nezemali. Strategy - yindlela ukubona umfanekiso olupheleleyo ukuze ufumane eyona ndlela imfutshane inzuzo le njongo. Kuyanceda ukwakha uluhlu lweenjongo olufanayo, kwaye sisinge impumelelo zehlabathi singachithi izibonelelo lilize. Esi sicwangciso kwakhona likuvumela ukuba ufumane oovimba efihlakeleyo kunye namathuba oshishino amatsha. Indlela ehlanganisiweyo isekelwe isifundo ngokucokisekileyo izinto kwimeko zemarike, ukuqonda koncedo nezithintelo imveliso kwaye kuyanceda ukufumana izisombululo ezintsha langoku kunye nokukhuthaza inkqubo.

iintlobo zobuchule

Ngoko njengesicwangciso - kuba ligama ukusuka kokusingqongileyo emkhosini, yaye igama layo kubolekwe kumthombo omnye. Ngokwemveli ukwahlula qhinga ukuzithethelela kunye nokuhlasela. Nasekuziqiniseni ukuhlaselwa inokuba ephangweni kunye ngaphambili. Oko kukuthi, ukuba kuthunyelwa ngowelinye iqela okanye ngaphezulu, okanye iimpawu iimpahla kuphela - ukubetha kwi nelisemihlubulweni. Okanye kwenziwe kuwo onke amanqanaba: .. sikhuphisana, iimarike, njl Kukho kwakhona iqhinga yabanqolobi, oko kukuthi, Bufihlakele emehlweni yotshaba. Awukho ku marketer engento odumileyo Dzhek Traut wafanisa inkqubo okulwa zonxibelelwano kunye wabiza umsebenzi wakhe ngexesha lama-ngokwenza "loRhwebo Imfazwe".

Kwakhona, kukho indlela apho ume ngaphandle noqeqesha isicwangciso yokuntlokothiswa kunye neendibano. Kule ke inkalo, yonke imigaqo zihlelwa ngokungqinelana indlela jikelele ukujonga abaphulaphuli ekujoliswe. Ntetho - an unxibelelwano oluvulekileyo zezenzi, apho ayenzelwanga ukuphembelela communicant. nako - ukuxhaphaza, okt, iziphumo obala ... Kwaye lwendibano isekelwe ngokusekwa intsebenziswano phakathi kwamaqela.

isakhiwo

Isicwangciso soqhagamshelwano umanyanisa phantsi imigca emithathu izicwangciso ntshukumo: ukuthengisa, ubugcisa kunye namajelo eendaba qhinga. Isicwangciso sentengiso iquka indawo yenkampani kuphando lemarike, nokuchonga iinzuzo lophawu, ukhetho yabaphulaphuli target. qhinga Creative - lo eyoqulunqo imiyalezo eziphambili nokuphuhlisa lumelo olubonakalayo ingcamango ezingundoqo zokunxibelelana. qhinga Media - kulukhetho lamajelo lokudibana nabaphulaphuli, ukucwangcisa iindlela ukunxibelelana kunye nabasebenzisi ngokusebenzisa amajelo eendaba nezinye izinto zonxibelelwano.

kuphuhliso lobuxhakaxhaka bomatshini

Kusungulwe nasiphi na isicwangciso zikhuliswe ngokusekelwe kuhlalutyo olunzulu. Kunye neqhinga lokuthengisa lonxibelelwano luqala kwibakala ebalulekileyo - isifundo meko. Izisombululo ezikumgangatho ophezulu ukuze ziqondwe ingakumbi imveliso ekhuthazwayo, ukuba ube nolwazi malunga indawo yenkampani emarikeni, oosomashishini okhuphisana nabo, amandla kunye nobuthathaka babo. Amaxesha amaninzi, ezi nkampani ukuzithengisa iinkonzo bathenga kwi-arhente ezikhethekileyo. platform webhrendi zisekwe ngokususela zenzelwe endaweni imveliso. Inqanaba elilandelayo - inkcazo namacandelo eemarike nabaphulaphuli, eza kusekwa unxibelelwano. Emva kokuba zonke uphando olwenziwe kuza ekujikeni nokudalwa imiyalezo engundoqo. isisombululo Creative yakhela phezu iingenelo imveliso kunye nomthengi ingqiqo. Kufuneka ukuba umamkeli banikwa iimvakalelo kunye nemibutho. Inqanaba elilandelayo - ukhetho izithuba channels lonikezelo. Ukuze ngokuchanekileyo ukhethe eendaba kufuneka aqonde ukhetho eendaba abaphulaphuli ekujoliswe kubo nokuhlalutya nomfanekiso walo kunye nendlela yokuphila. Umyalezo iqhosha kufuneka libonwa, ie ukuba badlulisele i impahla: amazwi, umculo, indawo TV. Isigaba Uphuhliso ngemveliso lwentengiso kuquka uphendla imifanekiso ankrelekrele kakhulu enomtsalane zentengiso. Yinkalo yokugqibela ukuyilwa ubuchule bonxibelelwano - Ukuphuhliswa lwemidiya. Kuyimfuneko ukumisela frequency nakubungakanani unxibelelwano, kunye ixesha lokudibana nomboleki.

platform qhinga

Ukuqulunqwa kwesicwangciso esiliqili unxibelelwano akunakucingelwa ngaphandle neqonga kraca. Le nkampani kufuneka bazazi kakuhle komsebenzi wabo kwakunye iingenelo imveliso. Bona ibekwe kwi kwisiseko ingqiqo ukubeka, ezichazwa umfanekiso imveliso ayinqwenelayo kwimbono le nkonzo. Umenzi kufuneka aqulunqe lokuthengisa isindululo unique (USP), nto leyo eya "siyohlala 'ezingqondweni kwabathengi. Kusenokuba zendalo: xa imveliso a differentiator wokwenene, ezifana njengoko indlela yokusebenza kule phones zenkampani, "Apple". Okanye ngumntu, t. E. eyakhiwe. Umzekelo, ijusi "Good" yeyona USP - ". Juice, wadala ngobubele" platform webhrendi kuphuhliswa ukulungiselela iphulo ngalinye, kwaye yinxalenye yesicwangciso. Xa noseko lwalo eziqulunqwayo izilogani imiyalezo iimveliso zokuthengisa: ukupakisha, unomathotholo telecasters, intengiso yangaphandle, etc ...

Inqanaba imigomo kunye neenjongo

Isicwangciso soqhagamshelwano ibandakanya ezimbini iintlobo iinjongo. iinjongo zexesha elide kufuneka ilingane kwizicwangciso zophuhliso zenkampani kwixesha elide xesha, ezifana kuloyiso isikhundla kwimarike, kufakwe iimarike ezintsha kunye namacandelo, njalo njalo. ukuba N. A usukelo onokulufikelela ngexesha nje elingephi Committe enxulumene amanqanaba ngenkuthazo nophuhliso brand. Injongo setting kungenziwa ngeendlela ezahlukeneyo. Ethandwa kakhulu imodeli SMART, njengoko apho injongo kufuneka ngqo, ingalinganiswa, enokufikelelwa, efanelekileyo kunye nexesha-kuphela. Oko kukuthi, iqela kufuneka baqonde ntoni kwaye yintoni kuyo kufuneka kufikelelwe. Abasebenzi kufuneka wabelane iinjongo, yazi iinzuzo zabo ngokwabo.

abaphulaphuli ekujoliswe

Ukuze uphuhliso bolu isicwangciso soqhagamshelwano kufuneka ziqondwe kakuhle ngabo ingqwalasela. Abaphulaphuli ekujoliswe kuko kwe parameter lubalulekileyo kolu phando. Amaninzi, i-arhente ngokubonelela ngeenkonzo zentengiso ukuvavanya parameters kwintlalo yabantu bonke abaphulaphuli; .. Isini, ubudala, iwonga yomtshato, imfundo, ingeniso, njl Noko ke, amagama imiyalezo nesigama ndawo kufuneka aqonde iimfuno kunye iimpawu yokuziphatha komthengi. It ikuvumela ukuba ufumane izikhokelo abantu, ukuba ukusondela kubo amazwi kunye nemixholo. Cwangcisa lweempawu zokuziphatha kwabathengi ekuthiwa psihografika kwaye ichaza ingqikelelo yokuphila. Bonke abathengi, ngokuxhomekeke kuhlobo yayo, isigaba umjikelo wobomi bentsapho indlela yabo, ukuba awadubadube izibonelelo ukuthenga ngenxa yezizathu ezithile. Ukuze ukubona loo mnqongo ukuvumela ukwenza uphando okanye yomntu, ukuba zingafunyanwa kuphela ngokusebenzisa zophando qualitative: udliwano-ndlebe, iindlela projective.

ezincedisayo

Ngokwemveli, Isicwangciso soqhagamshelwano isekelwe ukusetyenziswa izixhobo ezithile. Oku kuquka izixhobo ezifana: lokuthengisa buqu, PR-izixhobo, intengiso, BTL. Isicwangciso soqhagamshelwano kwenkampani ubandakanya ukukhethwa koonondaba apho iintengiso ziza kubekwa, izicwangciso iziganeko kunye nemisebenzi. media isekelwe phezu afunyenwe ekuhlalutyeni nokukhethwa zosasazo ze data nabaphulaphuli. Uvumela ukuba inani elikhulu yokusebenza eendaba Injongo: Ukalisho, ukujikeleza, umkhweli lwezithuthi, njalo-njalo ...