Ucwaningo lwamuva olwenziwe yinkampani yocwaningo lwemakethe i-eMarketer luveze ukuthi cishe ingxenye yabathengi e-United States (49.5%) bathonywe ngabadali bokuqukethwe ukuthi bathenge ezinkundleni zokuxhumana. Ngokuphambene nalokho, yi-10.7% kuphela yabathengi abakhulume ngokuqukethwe okuvela emaphephandabeni, komagazini, naseziteshini zethelevishini njengethonya ezinqumweni zabo zokuthenga.
Lolu cwaningo, olunesihloko esithi “Affiliate Marketing Consumer Attitudes 2024” futhi olwenziwe ngokubambisana ne-Partnerize, luqokomisa amandla akhulayo abadali bokuqukethwe emakethe yedijithali, ikakhulukazi phakathi kwezizukulwane ezisencane. UFabio Gonçalves, umqondisi wethalente lamazwe ngamazwe e-Viral Nation kanye nochwepheshe kwezokumaketha kwabathonya, uchaza ukuthi ubuqiniso kanye nokuxhumana komuntu siqu kwabadali kuyizinto ezibalulekile kulokhu kungafani.
“Abantu abanethonya ngokuvamile bakha ukuxhumana komuntu siqu nokuyiqiniso nezilaleli zabo. Babelana ngezimpilo zabo, imibono yabo, kanye nezincomo ngendlela eqotho, okudala ukwethembana okuphezulu phakathi kwabalandeli babo. Lokhu kuyinto abezindaba bendabuko, njengamaphephandaba nomagazini, abavame ukungayiphindaphindi, njengoba benganikezi ithuba elifanayo lokuxhumana nokuzibandakanya elinikezwa yizinkundla zokuxhumana,” kusho uGonçalves.
Naphezu kokukhula kwamasu okumaketha abantu abanethonya, uGonçalves uxwayisa ngokuthi ukukhetha umdali wokuqukethwe kufanele kube ngamasu. “Kubalulekile ukukhetha umuntu oxhumana ngempela nomkhiqizo futhi ohambisana nezindinganiso zawo. Ukukhetha kufanele kube ngamasu, kufune abantu abanethonya abazethembayo izincomo zabo ngoba babona ubuqiniso kuzo. Lapho umdali esebenzisa futhi ekholelwa ngempela kumkhiqizo, ukuxhumana nezilaleli kuyaqina, okwandisa ukusebenza kahle komkhankaso,” kuchaza yena.
Ucwaningo luphinde lwembule ukuthi izikhangiso ezinkundleni zokuxhumana zendabuko zivame ukubhekwa njengezingenabo ubuntu nezijwayelekile, okunciphisa ukusebenza kwazo. Ngokuphambene nalokho, izinkundla zokuxhumana zivumela izinga lokuxhumana okuqondile phakathi kwabadali bokuqukethwe nabalandeli babo, okwandisa ukwethembana kanye nethonya.
Abathengi baveze nezintandokazi zabo zamafomethi ezikhangiso ahlukene. Izikhangiso zevidiyo zazibhekwa njengezithembeke kakhulu, zilandelwa okuqukethwe okuxhaswe, izikhangiso ezihambisanayo, izikhangiso eziqondiwe, futhi okokugcina, izikhangiso zamabhena. UFabio Gonçalves uchaza ukuthi izikhangiso zevidiyo zihola ngoba zinikeza ulwazi olucebile olubonakalayo futhi zingalandisa izindaba ngempumelelo enkulu, zidale ukuxhumana ngokomzwelo nezilaleli.
“Izikhangiso zevidiyo zinikeza okuhlangenwe nakho okucebile okubonakalayo futhi zingaxoxa izindaba ngempumelelo enkulu, zidale ukuxhumana ngokomzwelo nezilaleli. Okuqukethwe okuxhasiwe kuza ngokulandelayo, njengoba kuhlanganiswa ngokwemvelo nomongo wokuqukethwe abathengi asebevele benesithakazelo sokukusebenzisa, okwandisa ukwethenjwa. Izikhangiso ezihambisanayo zithembekile ngenxa yezincomo eziqondile ezivela kubadali bokuqukethwe, abavame ukuhlola futhi bavume imikhiqizo ngaphambi kokuyikhangisa. Izikhangiso eziqondiwe, nakuba zifanelekile, zisabhekene nokukhathazeka ngobumfihlo, futhi ekugcineni, izikhangiso zamabhena zibhekwa njengeziphazamisayo futhi ezingasebenzi kahle, ezivame ukunganakwa ngabathengi,” kuphetha uGonçalves.
Indlela yokwenza
Ucwaningo lwenziwe e-United States, kwaxoxwa nabathengi abangu-1,378 phakathi kukaMeyi 3 noMeyi 11, 2024. Abahlanganyeli bakhethwa ukumela inani labantu base-US ngokweminyaka (phakathi kweminyaka eyi-15 nengu-77), ubulili, imali engenayo yasekhaya, kanye nohlanga/ubuzwe. Ucwaningo lwenziwe ngumhlinzeki wesampula wesithathu futhi lunephutha elingama-+/- 2.6% amaphuzu ngesikhathi sokuqiniseka esingu-95%.
