Ngaphambilini kukhawulelwe kubadlali abakhulu emakethe yedijithali, ukumaketha okuhlangene kuzuze ukuthandwa phakathi kwezinkampani zabo bonke osayizi. Imodeli, eyake yahlotshaniswa nezakhiwo eziyinkimbinkimbi kanye nokutshalwa kwezimali okuphezulu, manje isigqama njengenye indlela efinyeleleka kalula, elinganisekayo, negxile ekusebenzeni. Kumabhizinisi amancane naphakathi nendawo, kumelela ithuba langempela lokukhiqiza imiphumela elinganisekayo ngokuqagela okukhulu.
Empeleni, lo mqondo namuhla usebenza njengohlobo lokwahlukaniswa kwamandla okuthengisa: izinhlobo zenza izinhlelo futhi zimeme abalingani, labo okuthiwa abaxhumana nabo, bagxile ekukhangiseni imikhiqizo yabo ngokushintshanisa amakhomishini asekelwe emiphumeleni. Lokhu okuguquguqukayo kwethula inzuzo ecacile kulabo abadinga ukukhula ngesabelomali esilawulwayo: inkokhelo yenzeka kuphela uma kukhona ukuguqulwa, noma ngabe ukuchofoza, ukuhola, noma ukuthengisa. Ngokusekelwe kulesi sisekelo, kuwumqondo ophusile ofanele noma yiliphi ibhizinisi losayizi, inqobo nje uma lakhiwe kahle.
Kuma-SME, indlela evame kakhulu nethembisayo kube ukutshala imali, ngokwesibonelo, ngokubambisana nabadali bokuqukethwe kwe-niche kanye nama-micro-influencers. Lokhu kungenxa yokuthi laba abantu abanokuzibandakanya okuphezulu emiphakathini ethile, abakwazi ukukhiqiza ithrafikhi efanelekile ngaphandle kokudinga ukutshalwa kwezimali okukhulu. Ngakolunye uhlangothi, ezinkampanini ezinkulu, ukwamukelwa kwezinkundla zobuchwepheshe eziphelele sekuvame kakhulu, kufaka phakathi izinhlelo ezinelebula elimhlophe kanye nokuhlanganiswa nedatha kanye nezinhlelo ze-CRM, okuvumela inqwaba yezinkampani ezisebenzisana nazo ukuthi zixhunywe futhi zihlaziywe ngokuzenzakalelayo ukusebenza kwazo.
Ngaphezu kwalokho, kufanelekile ukugqamisa ukuthi umthelela wokuxhumana nomphakathi wokumaketha ubalulekile, njengoba noma ubani engakwazi ukubamba iqhaza kule ndlela inqobo nje uma eyingxenye yenkundla ephethwe futhi enomakhalekhukhwini onokufinyelela ku-inthanethi ukuze akhuthaze izixhumanisi zakhe zokuthenga. Lokhu kunomthelela ngokuqondile ekufinyeleleni intando yeningi ekukhiqizeni imali, ikakhulukazi esimweni somnotho esiyinselele njengesaseBrazil, lapho izigidi zabantu zifuna ezinye izindlela zokwengeza enzuzweni yazo.
Idatha yemakethe nayo iqinisekisa lesi simo. Ngo-2023, ukumaketha okuhlangene kukhiqizwa ngaphezulu kwe-US$14 billion emhlabeni jikelele, ngokusho kwe-Influencer Marketing Hub. E-Brazil kuphela, sekunabantu abangaphezu kwezigidi ezingu-30 ababhalisiwe ezinkundleni ezifana ne-Hotmart - okusenza sibe izwe lesibili ngobukhulu kule ngxenye.
Umkhakha okhulayo uchazwa kalula. Ngokusho kweBusiness Insider, ukumaketha okuhlangene kunganikela cishe ku-16% wesamba semali engenayo etholwa ngemikhankaso yokumaketha yedijithali - inani elibalulekile elingabheki nje ukuguqulwa kodwa nokugcinwa kwamakhasimende. Nokho, asikwazi ukwenza lula isimo samanje ngokusekelwe ezicini zezezimali. Ukukhula kobuchwepheshe bezinkundla nakho kusizile. Namuhla, ngenxa yobuchwepheshe, kungenzeka ukuhlukanisa imikhankaso, ukuqapha iziteshi, ukuqhathanisa ukusebenza kwenkampani ephethwe, ukuqinisekisa inkokhelo esobala, futhi, okubaluleke kakhulu, nokwandisa wonke umsebenzi ngokusekelwe kudatha yangempela. Futhi-ke, isici senhlalo sizuza ukuvelela okukhethekile uma sikhuluma ngomnotho wedijithali.
Ngokocwaningo olwenziwa yiMediakix, ama-81% emikhiqizo etshala imali kule modeli ithi ikhulise kakhulu isisekelo samakhasimende. Lokhu kubonisa ukuthi isu lidlulela ngalé kokuguqulwa okuqondile—liphinde lithuthukise ukuqashelwa komkhiqizo kanye nokubonakala kwesikhathi eside, into eyayivamise ukunganakwa lapho isihloko siwukumaketha okuhlobene. Ngaphezu kwalokho, ngokungafani nezinye iziteshi zemidiya, ukukhula kuza nokulawula okuphelele phezu kwesabelomali kanye nemiphumela ebikezelwayo.
Ukunciphisa ukumaketha okuhlobene njengesisetshenziswa esikhethekile kubadlali abakhulu kubalulekile ekufinyeleleni intando yeningi kumasu aletha imiphumela ngempela. Namuhla, izinkampani zabo bonke osayizi nemikhakha zisebenzisa le fomethi, kusukela kubathengisi abakhulu be-inthanethi kuya kubakhiqizi abancane bendawo. Ukuthi ukuthengisa okwengeziwe, ukuthola ukubonakala, noma ukuheha izethameli ezintsha, imodeli isivele ifakazele ukuthi iyithuluzi elinamandla—futhi, ngaphezu kwakho konke, evumelana nanoma yiluphi uhlobo lwebhizinisi.
