Ngo-2024, sabona amacala amaningi ahlanganisa abathonya bedijithali. Sibone izimo ezibandakanya ukuboshwa, ukuphromothwa kwemidlalo ye-inthanethi enqatshelwe, ukukhwabanisa kwama-sweepstakes, kanye nokushushumbisa imali. Impela, asikwazi ukwenza ngokujwayelekile futhi sithi bonke abathonya bedijithali benza okuphambene nezimiso kanye/noma ngokungekho emthethweni.
Kodwa-ke, singasho ukuthi izinkampani eziningi eziqashe ama-digital influencers adlule ezimeni ezishiwo ngenhla zonakaliswe isithunzi sazo. Uma inkampani ixhumanisa esayo isithombe noma somkhiqizo wayo nomgqugquzeli wedijithali, kusho ukuthi isebenzisa amandla ayo okuthonya ukuze ikhuthaze isithombe noma umkhiqizo. Noma yini engeyinhle eyenzekayo empilweni yomgqugquzeli wedijithali izoxhunywa ngokuzenzakalela nesithombe noma umkhiqizo wenkampani.
Ekugcineni, indima yomgqugquzeli wedijithali ukukhuthaza amabhrendi nemikhiqizo kuzithameli zabo, okubonisa ukuthi bayayisebenzisa ekuphileni kwabo kwansuku zonke. Ukuthi le mikhiqizo iwukukhetha kwabo kokuqala nokuwukuphela kwayo ekuphileni kwabo kwansuku zonke. Kungakho izinkampani zifuna abagqugquzeli abanenani elikhulu labalandeli. Uma ibhamuza lomlandeli lithenga embonweni walokhu kuxhumana phakathi komkhiqizo noma umkhiqizo kanye nempilo yomgqugquzeli, labo balandeli bazothenga imikhiqizo futhi bayincome ngaphakathi kwemiphakathi yabo yobungcweti neyomuntu siqu. Lokhu kukhulisa futhi ukubonakala komkhiqizo noma umkhiqizo futhi kukhiqiza ukuguqulwa kokuthengisa, okuwumgomo wenkampani eqasha umgqugquzeli wedijithali kusukela ekuqaleni.
Ngokwethiyori, izinkampani kufanele ziqashe abagqugquzeli bedijithali ababelana ngamavelu e-synergistic nenkampani ngokwayo, ukuze zingazwakali zingenangqondo ekukhangiseni kwazo. Nokho, lokhu akwenzeki. Umgqugquzeli ogibela igagasi ngesikhathi esithile ukhethwa umnyango wezokukhangisa wenkampani noma i-ejensi yokukhangisa yomkhankaso. Vele, sekuvele kunezinkampani ezisebenza ngomkhiqizo ohlukanisiwe kanye nokukhushulwa komkhiqizo, ezisebenza ngamasu, kepha lokhu akukhona okwenzeka ezinkampanini eziningi.
Singadweba okufanayo ngochungechunge lwaseBrazil lapho isigebengu sithuthukisa i-Lolaland ezinkundleni zokuxhumana. Ochungechungeni, okubalulekile ukubonakala, ukuthanda, ukuthengisa, nemali. Akukho ukukhathazeka ngabathengi kanye nomphakathi jikelele. Kusho noma yini eyenzekayo ezinkundleni zokuxhumana.
Kubalulekile ukukhumbula ukuthi ithonya libhekisela enqubweni umuntu noma into eyenza ngayo imibono, ukuziphatha, noma izindinganiso zomuntu siqu zezakhamuzi. Lokhu kungenzeka ngezindlela ezihlukahlukene, okuhlanganisa ukuncenga, isibonelo, igunya noma ingcindezi yomphakathi. Ithonya lingamandla aguquguqukayo akhona emikhakheni eyahlukene yempilo, kusukela ekusebenzelaneni kwansuku zonke kuya kwezimo ezibanzi ezifana nemidiya, ipolitiki, namasiko. Isibopho se-digital influencer sidlula ukuzijabulisa okulula; ilolonga imibono, ibe nomthelela ezinqumweni, futhi ingaba nomthelela wangempela ezimpilweni zabalandeli bebonke.
Izinkinga zesithunzi ezisukela ekuqashweni kwabagqugquzeli bedijithali zingaba nomthelela ngqo ezinkampanini emikhakheni eminingi. Ukubambisana nabagqugquzeli ngaphandle kokuqondanisa amasu kungaholela ekulahlekelweni ukwethembeka, ukuhlukaniswa kwabathengi, ukuduba, kanye nokwehla komkhiqizo noma umkhiqizo. Ngaphezu kwalokho, izingxabano ezihlotshaniswa nabathonya zingaba negciwane (futhi empeleni ziyenzeka), ezidinga izimpendulo ezisheshayo zokuqukatha umonakalo.
Ngenxa yalokhu okungenhla, sincoma ukuthi izinkampani zithathe izinyathelo ezithile zokuphepha ngaphambi kokuqasha abagqugquzeli bedijithali, njengoba ukuvimbela kuhlala kushibhile kunokulungisa.
Inqubo yokuthobela esetshenziswa ekuqasheni ihlala isebenza ngempumelelo. Umnyango wezokumaketha noma ithimba labaphathi ngokwalo akufanele liqhubeke nokuqasha umgqugquzeli, noma ngabe kuyaphuthuma ngoba kuyimpumelelo yamanje, ngaphandle kokuqala ngokucophelela (ukuhlaziya isithunzi) enkampanini yomgqugquzeli kanye nomgqugquzeli ngokwakhe. Lokhu kungenziwa ngaphakathi wumnyango wenkampani othi Compliance noma amafemu omthetho asebenza ngokukhethekile kulezi zinsizakalo. Umgomo empeleni uwukwenza ukuhlaziya okuningiliziwe komlando womgqugquzeli, ukuhlola ukuziphatha kwabo, izindinganiso, kanye nanoma yiziphi izingxabano ezingaba khona zesikhathi esidlule.
Ngaphezu kwalokho, sincoma futhi ukufaka phakathi umeluleki wezomthetho ekubhalweni kwesivumelwano sesevisi. Kunamaphuzu amaningana ahilelekile kulolu hlobo lwenkontileka okufanele acatshangelwe yiwo womabili umnyango wezomthetho kanye nenkampani enenkontileka ukuze kunqandwe izingozi. Inkontileka eyakhiwe kahle ingase ihlanganise nezibopho okufanele zigcwaliswe umgqugquzeli uma kwenzeka kuba nenhlekelele.
Iphuzu lokugcina lizoba ukuqapha okuqhubekayo komgqugquzeli phakathi nangemuva kwesikhathi esilandela ukuphela kwenkontileka. Esimeni sezinkinga, kubalulekile ukuthi inkampani kanye nomgqugquzeli noma umphathi wenkampani balondoloze ukuxhumana okusheshayo nokusobala, okubonisa ukuzibophezela ekuziphatheni nasekuzibophezeleni.
Sengiphetha, izinkampani kumele ziqaphe nakakhulu lapho ziqasha abagqugquzeli bedijithali. Ngiyaqonda ukuthi izinkampani eziningi azifuni neze ukuphuthelwa yisikhathi esihle kakhulu lapho umgqugquzeli ethrendayo emakethe. Phela izinkampani zifuna ukuthengisa zenze inzuzo. Futhi inkundla yezokuxhumana ivumela ukuguqulwa kwethonya libe ukuthengisa. Konke ukuthanda kuwufanele kakhulu. Kodwa izingozi zesithunzi zikhona futhi azikwazi ukubukelwa phansi. Inzuzo yale nyanga ingase ibe ukulahlekelwa ngenyanga ezayo.
