Tekereza gutumiza pizza muri wikendi, utegerezanyije amatsiko ibiryo, hanyuma ukingura agasanduku kugirango ubone kimwe cya gatatu cyibice? Ubu ni ikigereranyo cyerekana uko isoko ryamamaza rihura naryo mugihe cyo gushora imari mubukangurambaga hamwe nabashinzwe gukora, nkuko ubushakashatsi bwakozwe na BrandLovers .
Ubushakashatsi bwerekanye ko bushingiye ku bubiko bw’urubuga, muri miliyari 2.18 z'amadolari y’Amerika yimurwa buri mwaka n’umurenge - nk'uko amakuru yatangajwe na Kantar Ibope Media na Statista - agera kuri miliyari 1.57 z'amadolari ashobora gutakaza. Umuyobozi mukuru wa BrandLovers, Rapha Avellar, ashimangira ati: "Muri iki gihe, aho kwamamaza ibicuruzwa byahindutse imwe mu ngamba nyamukuru zo kwamamaza hakoreshejwe ikoranabuhanga muri Burezili, kumenya iki gihombo bigomba kuba imburi ku bicuruzwa."
Hashingiwe ku rubuga runini rw’abakoresha, kuri ubu rurimo abarenga 220.000 kandi rutunganya impuzandengo y’ubwishyu bune ku munota, ubushakashatsi bwasesenguye amakuru yo kwiyamamaza kuva nano, micro, na macro ikora ibicuruzwa kugirango isuzume. Ibi byabashoboje kumenya umubare w'amafaranga yatakaye gusa n'abamamaza ndetse n'abakora umwuga wo kwamamaza, ariko kandi n'intandaro y'iki kibazo: "Hano harabuze uburyo bushingiye ku makuru, bushingiye ku ikoranabuhanga, kandi bwagutse."
Avellar yerekana ko ibirango byinshi bigifata ibyemezo bishingiye ku myumvire ifatika cyangwa gukundwa gusa nabashinzwe kurema, nta gusesengura byimbitse ingaruka n'ingaruka. Yagaragaje ko byihutirwa icyitegererezo cyubatswe, gishingiye ku makuru n'ikoranabuhanga. “Itangazamakuru rifite uruhare runini mu gusaba ibisekuruza mu 2025 ku buryo bigomba gufatwa nk'itangazamakuru nyaryo - umukino wa siyansi nyayo, ntabwo ari ugukeka.” Yashimangiye ko iyi mpinduka mu mitekerereze ishobora kongera inyungu ku ishoramari, ikemeza ko igice kinini cy’ingengo y’imari gikoreshwa mu buryo bunoze kandi bunoze.
Impamvu 3 nyamukuru zitera imyanda
Ubushakashatsi bwarenze kumenya ikibazo kiri mu ngengo y’imari kandi bugerageza kumva impamvu zibitera. Hariho ibintu bitatu byingenzi bidakora neza mugukorana nabaremye, bigira uruhare rutaziguye muburyo bwimyanda:
- Guhitamo bidakwiye umwirondoro wabashizeho.
Guhitamo hagati yabaremye nano, micro, cyangwa macro, ukurikije ingano yumwirondoro (umubare wabakurikira), bigira ingaruka itaziguye kumikorere yo kwiyamamaza mubijyanye no kugera kubushobozi no gukora neza. Ubushakashatsi bwerekana ko, mu bukangurambaga bumwe hamwe n’ingengo y’imari ingana na miliyoni imwe y’amadolari y’Amerika, abakora mikoro bafite igiciro cyo kugereranya (CPView) y’amadolari 0.11 kandi batanga impuzandengo ya miliyoni 9.1. Ku rundi ruhande, abarema Macro, bafite CPView ya $ 0.31 kandi igera kuri miliyoni 3.2.
Ibi bivuze ko ubukangurambaga ukoresheje micro-creator bugera kuri 65% neza kugera kumadorari yashowe, bikagabanya ingaruka zo kwiyamamaza nta kongera ingengo yimari.
- Kubura Ibiciro Byihariye kandi Byinshi
Kubura uburyo butandukanye kubashinzwe gushyiraho ibiciro nimwe mumpamvu nyamukuru zitera ishoramari ridahwitse mubucuruzi bwamamaza. Nubwo umubare wabakurikira ari ibipimo bifatika, bigomba gusesengurwa bifatanije nibindi bintu kugirango ibiciro bibe byiza kandi neza. Kugeza ubu, igice kinini cyisoko kiracyashyiraho ibiciro bishingiye gusa kuri ibi bipimo byitaruye, hirengagijwe ibipimo byingenzi nkingaruka, kugera neza, kugabana abumva, hamwe nigiciro-cyo kureba neza.
Ubu buryo bwo kugena ibiciro butanga ibibazo bitatu byingenzi:
- Kwishura kuri buri gice cyaremye, ntabwo bigira ingaruka no kugera:
Ibirango byinshi byashizeho ibiciro ukurikije umubare wabakurikira no gusezerana. Nyamara, ubu buryo bworoshye akenshi butera umuremyi hamwe nabayoboke 40.000 bahabwa amafaranga angana naya 35.000. Ibintu bimwe bibaho kubaremye hamwe nabayoboke 60.000, aho umwe ashobora gusezerana 6% undi 4% gusa, ariko byombi byakira ubwishyu bumwe. Iyi myitozo isenya itangazamakuru ryiza kandi rigabanya imikorere yishoramari. - Abahuza Birenze Hagati ya Brand na Rurema:
Ibigo ni abafatanyabikorwa bafatanyabikorwa mu itumanaho ryamamaza, ariko urunigi rwo kwishyura rwateguwe nabi rushobora kubamo abahuza bagera kuri 4 cyangwa 5, byongera cyane ibiciro. Mu nzego zimwe, umuremyi umwe arashobora kugura inshuro zigera kuri 6 bitewe n’imisoro idahwitse n’imisoro yongeweho n’abunzi bitari ngombwa. Ubu buryo bwo kugabana ibiciro bugabanya ingengo yimari yagenewe icyingenzi: kugura itangazamakuru, gutanga ingaruka, no gutanga ibiganiro nyabyo kubyerekeye ikirango. - Kwishura igiciro kitari cyo kubera kubura amahitamo:
Kubona umuremyi ukwiye birashobora guhinduka icyuho, kandi, kubera igitutu cyo guhitamo vuba, ibirango byinshi birangira bihitamo abarema suboptimal. Hatabonetse uburyo bunini bwamahitamo yujuje ibyangombwa, ubukangurambaga bushobora kurangiza kwishyura amafaranga angana kubarema batanga ibisubizo bike, bikangiza inyungu zishoramari.
Isesengura rigereranya ryerekanye ingaruka zo guhinduranya uburyo bwiza bwo kugena ibiciro bya algorithmic:
- Mbere: Ubukangurambaga gakondo bushingiye gusa ku mubare w'abayoboke byavuyemo ikiguzi kuri buri $ 0.16, gitanga miliyoni 3.1.
- Nyuma yaho: Mugukoresha uburyo bwigiciro cyubwenge bwerekana ibintu byinshi (ingaruka nyazo, kugabana, hamwe no gutezimbere itangazamakuru), ikiguzi kuri buri cyerekezo cyamanutse kigera kuri $ 0.064, bituma dushobora kugera kuri miliyoni 7.75 hamwe ningengo yimari imwe.
- Igisubizo: Kwiyongera kwa 150% kwiyamamaza bigera, guhuza ishoramari kurenga 60%.
Amakuru yerekana neza ko amakosa yibiciro atongera gusa bitari ngombwa gusa ahubwo anagabanya ubushobozi bwibitangazamakuru bigira uruhare runini nkumuyoboro wibikorwa byo kubimenya no kubitekerezaho. Guhindura uburyo ibirango bigura itangazamakuru bishobora gutanga inyungu zidasanzwe, kwemeza ko buri dorari ryashowe ritanga ingaruka nyazo kandi nini.
- Igice kitari cyo
Irindi kosa rikomeye ryamenyekanye ni uguhitamo abarema abateze amatwi badahuje intego zo kwiyamamaza. Ubushakashatsi bwerekanye ko ubukangurambaga bufite imiterere idahwitse hagati yuwabikoze nikirangantego bivamo CPView ya $ 0.30, mugihe abafite ubushobozi buhanitse bagera kuri CPView ya $ 0.09 gusa. Muyandi magambo, ubukangurambaga bugamije nabi ni inshuro 3.33 zidakora neza.
Byongeye kandi, ibiciro byiyongereye birashobora kurushaho kuba ingorabahizi mugihe abumva uwashizeho badahujwe nabafite intego yo kwiyamamaza. Iki kibazo kibaho kubera ko ibirango byinshi bigihitamo abarema bafite imitekerereze yishyirahamwe ryibishusho, aho guhitamo uburyo bwo gutegura itangazamakuru. Iyakaremye igaragara nk "isura yikimenyetso cyawe" irashobora, mubikorwa, kugira abayumva batagaragaza umwirondoro wumuguzi wawe mwiza, bikagabanya cyane ibikorwa byo kwiyamamaza.
Kubwibyo, kutagira aho bihurira bishobora gusobanura guta 72% yingengo yimari yo kwiyamamaza. Nibi niba ibice bidashingiye kumibare ifatika yerekeye umwirondoro wabateze amatwi, gusezerana kwukuri, no guhuza ikirango.
Nigute twakwirinda igihombo cyingengo yimari?
Avellar agira ati: "Ibicuruzwa bigomba gufata imitekerereze isesengura mu kwamamaza ibicuruzwa, nk'uko bisanzwe bigenda no mu bindi bitangazamakuru." Ati: "Icyo tubona uyu munsi ni uko ibyemezo byinshi bifatwa hashingiwe ku bintu bifatika, hatabanje gusuzumwa neza ingaruka zishobora guterwa na buri muremyi."
Kugira ngo wirinde isesengura rishingiye ku ngingo imwe n’ingaruka zatewe niyi myitozo, ubushakashatsi bwerekana ko hajyaho gahunda yo gutegura igenamigambi rishingiye ku mibare yubatswe neza. Ibi birimo:
- Ibyemezo biterwa namakuru arenze abayoboke no gusezerana - Gukoresha tekinoroji yo gusesengura ibintu kugirango umenye abarema neza kandi uhindure KPI zingenzi nkingaruka, kugera, ninshuro.
- Tekereza nk'itangazamakuru - Sobanura abakurikirana ubukangurambaga mbere yo guhitamo abarema, shyira imbere gutanga ibisubizo kuruta guhitamo gushingiye gusa kumashusho.
- Igiciro cyiza kandi cyiza - Kwirinda kugoreka ibiciro byongera ishoramari hatabayeho kwiyongera kugereranije ninyungu, kwemeza ko ubwishyu butezimbere kugirango hagabanuke urugero n'ingaruka z'ubukangurambaga.
Avellar asoza agira ati: "Urufunguzo rw'ejo hazaza h'isoko ryamamaza rifite ishingiro." Ati: "Ibicuruzwa uzi gukoresha ikoranabuhanga n’amakuru mu ntandaro y’ingamba zabo bizashobora kwirinda imyanda. Ikirenze ibyo, bazashobora kwerekana ingaruka nyazo z’ibikorwa byabo hamwe n’abashinzwe kurema. Amaherezo, intsinzi yo kwamamaza ibicuruzwa ntibishingiye gusa ku gushora amafaranga menshi, ahubwo no gushora imari mu bwenge."
