I-Hyper-personalization, ukwenza lula, kanye nezinqubo ezizenzakalelayo, esezivele zisetshenziswa izinkampani ezinkulu, sezifinyeleleka emabhizinisini amancane naphakathi nendawo, ngenxa yokusabalala kobuchwepheshe obusha. Ngokuka- Leonardo Oda, uchwepheshe wezokumaketha kanye no-CEO we-LEODA Marketing Intelligence , lezi zindlela zokumaketha zizoshintsha indlela izinkampani ezixhuma ngayo namakhasimende azo futhi ziqinise ubukhona bazo bemakethe ngo-2025.
"Abathengi bafuna kakhulu futhi bafuna ulwazi lomuntu siqu, izinqubo ezisheshayo, nezixazululo ezisebenzayo. Labo abangaletha lokhu ngendlela ehlelekile bazogqama ngonyaka ozayo," kusho u-Oda. Ngezansi, uchwepheshe wabelana ngemihlahlandlela yokufaka la mathrendi esenzweni nokuthuthukisa amabhizinisi.
Ukwenza ngokwezifiso okwedlulele
Isikhathi "sabo bonke" sesiphelile. Abathengi bafuna imikhiqizo, izinsiza, nolwazi oluhambisana nezidingo zabo kanye nezinto abazithandayo. Imikhiqizo emikhulu isivele ihlola ngempumelelo lo mkhuba, njengo-Yves Saint Laurent, osebenzisa ubuhlakani bokwenziwa ukuze bakhe izindebe zomlomo ezisuselwa kuthoni yesikhumba yekhasimende ngalinye.
U-Leonardo Oda uchaza ukuthi, nakuba izibonelo ezinjengalezi zingase zibonakale zikude neqiniso lamabhizinisi amancane, i-hyper-personalization isivele iyiqiniso elifinyelelekayo. “Ngamathuluzi alula, njengokuhlukaniswa komkhankaso noma ukuzenzela kwemiyalezo, amabhizinisi amancane angakha ulwazi olufanele futhi olunomthelela ngokulinganayo,” usho kanje.
Ibhizinisi le-e-commerce, isibonelo, lingasebenzisa umlando wokuthenga wamakhasimende ukuphakamisa imikhiqizo ehambisanayo noma ukuthumela amaphromoshini ahlosiwe. Imilayezo eqondene nawe nge-WhatsApp, ama-chatbot avumelanisa izimpendulo zabo nokuziphatha kwabasebenzisi, kanye nemikhankaso ye-imeyili enezipesheli ezithile kungamanye amasu asondeza umkhiqizo kumthengi futhi andise ukwethembeka.
Ku-Oda, ukuhambisana kuyisihluthulelo sokwenza kube ngokwakho: "Ngaphezu kokutshala izimali kubuchwepheshe obusezingeni eliphezulu, kuyadingeka ukuletha okuthile okunengqondo kukhasimende. Uma bezizwa beqondwa, ukuxhumana nomkhiqizo kuqina ngokwemvelo, "usho.
Ukusebenziseka kalula kokuzizwisa okungenazihibe.
Isivinini ikhasimende elifinyelela ngaso umgomo walo - kungakhathaliseki ukuthi ukuthenga, ukufuna ulwazi, noma ukuxazulula inkinga - sekungenye yezinto eziqhudelana kakhulu emakethe yanamuhla. Okuhlangenwe nakho okuyinkimbinkimbi kuxosha abathengi, kuyilapho izinqubo ezilula nezisheshayo zikhiqiza ukwethembeka.
Esimeni sedijithali, amawebhusayithi anokubhaliswa okwenziwe lula, izinqubo zokukhokha ngokushesha (i-PIX namawalethi edijithali), namakhasi anembile akhulisa amathuba okuguqulwa. Endaweni ebonakalayo, amasu afana noku-oda ngekhodi ye-QR, ukuphuma okuzenzakalelayo, nezinombolo zomugqa wedijithali kuthuthukisa isevisi futhi zazise isikhathi sekhasimende.
Ku-Oda, ukunikeza ukunethezeka kubalulekile. "Ukusetshenziswa kalula ukwethembeka okusha. Uma ikhasimende libona ukuthi umuzwa walo awunzima, aligcini nje ngokuqedela ukuthenga kodwa futhi lakha ubudlelwano bokwethembana nomkhiqizo," uyaphawula.
Ngakho-ke, ukuhlola isigaba ngasinye sohambo lokuthenga, ukuhlonza izindawo zokungqubuzana, nokusebenzisa ukulungisa okulula kungaveza imiphumela esheshayo futhi kuqinisekise ukuthi umthengi uyabuya.
Okuzenzakalelayo: imiphumela eminingi ngomzamo omncane.
Ukwenza imisebenzi ephindaphindwayo kuvumela amabhizinisi amancane ukuthi azuze ukusebenza kahle futhi agxilise imizamo yawo kulokho okubaluleke ngempela: ukusungula izinto ezintsha kanye nobudlelwano bamakhasimende.
Ekukhangiseni, amathuluzi e-automation afinyeleleka kalula futhi avumela ukuthuthukiswa kwezinqubo ezifana nesevisi yamakhasimende nokuphathwa komkhankaso. Amapulatifomu afana ne-ManyChat, isibonelo, asheshisa izimpendulo emibuzweni evame ukubuzwa ezinkundleni zokuxhumana, kuyilapho izixazululo ezifana ne-RD Station zisiza ukuthunyelwa kwemikhankaso ye-imeyili ehlukene, ukuqondanisa umlayezo nephrofayela yekhasimende.
U-Leonardo Oda ubonisa umthelela walokhu okuzenzakalelayo ngesimo esingokoqobo: “Cabanga ngebhikawozi eyenza ngokuzenzakalelayo i-oda lithathe ifomu elihlanganiswe ne-WhatsApp. Lokhu kwenza impilo yekhasimende ibe lula futhi kukhulule iqembu ukuthi ligxile ekukhiqizeni.”
Ukuhlela amasu ngemiphumela yangempela.
Yize i-hyper-personalization, ukunethezeka, kanye ne-automation kuyizitayela zango-2025, ukuzilandela ngaphandle kokuhlela kahle kungabeka engcupheni imiphumela. ULeonardo Oda ugcizelela ukuthi indawo yokuqala kufanele kube ukuhlaziya ukusebenza konyaka odlule.
Ukubuyekeza ukuthengisa, ukuzibandakanya, nedatha yethrafikhi eku-inthanethi kusiza ukukhomba okusebenzile nokuthi yini edinga ukuthuthukiswa. Amathuluzi afana ne-Google Analytics nemibiko yenkundla yezokuxhumana isebenzisana nale nqubo. Imibuzo efana nokuthi "Imiphi imikhankaso ekhiqize imbuyiselo eminingi?" kanye nokuthi "Iziphi iziteshi ezilethe ukuvakashelwa kakhulu?" qondisa ukuhlaziya futhi uqondise amasu esikhathi esizayo.
Ngaphezu kwalokho, ukubeka imigomo ecacile nelinganisekayo kubalulekile. Indlela yokwenza ye-SMART - enezinjongo eziqondile, ezilinganisekayo, ezifinyelelekayo, ezifanele, nezinqunyelwe isikhathi - inikeza uhlaka oludingekayo lokulandela nokulungisa inqubekelaphambili ngokuhamba kwesikhathi.
Ibhizinisi le-e-commerce, isibonelo, lingase libeke umgomo "wokukhulisa imali engenayo ngo-20% ngoJuni 2025, ukutshala imali emikhankasweni ehlukene ku-Instagram kanye nokunyuswa okuhlosiwe ku-WhatsApp." Imigomo enjalo ivumela ukulandelelwa okuphathekayo kwemiphumela kanye nokuhlonzwa kwezindawo okufanele zithuthukiswe.
Ngokuhlela, ukuhlaziya idatha, kanye nokusetshenziswa kwezinkambiso zokumaketha - i-hyper-personalization, i-automation, kanye nokwenza lula - amabhizinisi amancane naphakathi angathuthukisa ukusebenza kwawo futhi athuthukise ulwazi lwamakhasimende. “Imfihlo ilele ekufundeni kokwedlule nokusebenza ngamasu ukuze kwakhiwe imiphumela engaguquki ngo-2025,” kuphetha uLeonardo Oda.
