Mbere yabujijwe gukinisha abantu benshi ku isoko rya digitale, kwamamaza kwishamikiyeho byiyongereye mumasosiyete yingero zose. Icyitegererezo, kimaze guhuzwa nuburyo bugoye nishoramari ryinshi, ubu biragaragara nkuburyo bworoshye, bworoshye, kandi bushingiye kumikorere. Kubucuruzi buciriritse n'ibiciriritse, byerekana amahirwe nyayo yo gutanga ibisubizo bipimye hamwe nibiteganijwe neza.
Mubikorwa, igitekerezo uyu munsi gikora nkuburyo bwo kwegereza ubuyobozi abaturage imbaraga zo kugurisha: ibirango bishyiraho gahunda kandi bigatumira abafatanyabikorwa, abitwa amashami, bibanda ku kumenyekanisha ibicuruzwa byabo kugirango bagurane komisiyo zishingiye kubisubizo. Izi mbaraga zitanga inyungu isobanutse kubakeneye gukura hamwe ningengo yimari igenzurwa: kwishyura bibaho gusa mugihe habaye ihinduka, haba gukanda, kuyobora, cyangwa kugurisha. Ukurikije iyi ngingo, ni logique ijyanye nubucuruzi ubwo aribwo bwose, mugihe cyose bwubatswe neza.
Kubigo bito n'ibiciriritse, inzira isanzwe kandi itanga icyizere ni ugushora imari, kurugero, mubufatanye nabashinzwe gukora ibintu byiza hamwe na micro-influencers. Ni ukubera ko aba ari abantu bafite uruhare runini mumiryango yihariye, bashoboye kubyara traffic yujuje ibyangombwa badasaba ishoramari rinini. Ku rundi ruhande, ku masosiyete manini, iyemezwa ry’ikoranabuhanga ryuzuye riragenda rirushaho kuba rusange, hagaragaramo porogaramu zera-label no guhuza amakuru na sisitemu ya CRM, bigatuma amashirahamwe menshi ahuza kandi imikorere yabo igasesengurwa mu buryo bwikora.
Byongeye kandi, birakwiye kwerekana ko ingaruka mbonezamubano zo kwamamaza zishamikiyeho ari ingirakamaro, kubera ko umuntu uwo ari we wese ashobora kugira uruhare muri ubu buryo igihe cyose ari igice cy’ibigo bishamikiyeho kandi afite terefone igendanwa ifite interineti kugira ngo ateze imbere ibyo bagura. Ibi bigira uruhare runini mu guharanira demokarasi kugera ku kwinjiza amafaranga, cyane cyane mu bihe bitoroshye by’ubukungu nka Berezile, aho abantu babarirwa muri za miriyoni bashaka ubundi buryo bwo kuzuza ibyo binjiza.
Amakuru yisoko nayo yemeza iyi nzira. Nk’uko byatangajwe na Influencer Marketing Hub, mu 2023, kwamamaza ibicuruzwa byinjije amadolari arenga miliyari 14 z'amadolari y'Amerika ku isi. Muri Berezile honyine, hari abantu barenga miliyoni 30 biyandikishije ku mbuga nka Hotmart - bituma tuba igihugu cya kabiri kinini muri iki gice.
Umurenge utera imbere urasobanurwa byoroshye. Nk’uko ikinyamakuru Business Insider kibitangaza ngo kwamamaza ibicuruzwa bishobora gutanga hafi 16% y’amafaranga yose yinjizwa binyuze mu bukangurambaga bwo kwamamaza hakoreshejwe ikoranabuhanga - imibare igaragara itareba ihinduka gusa ahubwo no kugumana abakiriya. Ariko, ntidushobora koroshya ibintu byubu dushingiye gusa kubijyanye nubukungu. Kwiyongera kwiterambere rya platform nabyo byarafashije. Uyu munsi, dukesha ikoranabuhanga, birashoboka kugabanya ubukangurambaga, kugenzura imiyoboro, kugereranya imikorere ifitanye isano, kwemeza umushahara utagaragara, kandi cyane cyane, guhindura imikorere yose ishingiye kumibare ifatika. Kandi byumvikane ko imibereho nayo igaragara cyane iyo tuvuze ubukungu bwa digitale.
Ubushakashatsi bwakozwe na Mediakix bwerekana ko 81% by'ibicuruzwa bishora imari muri ubu buryo bavuga ko byongereye cyane abakiriya babo. Ibi birerekana ko ingamba zirenze guhinduka muburyo butaziguye - binongera kumenyekanisha ibicuruzwa no kugaragara kure, ikintu cyakunze kutamenyekana mugihe ingingo yari iyamamaza rishamikiyeho. Byongeye kandi, bitandukanye nindi miyoboro yitangazamakuru, iterambere riza hamwe no kugenzura neza ingengo yimari nibisubizo biteganijwe.
Kugaragaza ibicuruzwa byishamikiyeho nkibikoresho byihariye kubakinnyi bakomeye ni ngombwa kugirango demokarasi igere ku ngamba zitanga ibisubizo nyabyo. Uyu munsi, ibigo byingeri zose nimirenge bifata ubu buryo, uhereye kubacuruzi benshi kumurongo kugeza kubakora ibicuruzwa bito byaho. Haba kugurisha byinshi, kubona neza, cyangwa no gukurura abantu bashya, icyitegererezo kimaze kwerekana ko ari igikoresho gikomeye - kandi ikiruta byose, gihuza ubwoko ubwo aribwo bwose bwubucuruzi.
