Uxhumano ukumaketha zokuxhumana: izakhi, amasu, ukuphathwa

Kulesi emakethe ashukumisayo kanye nokuncintisana ezikhulayo njalo inkampani anentshisekelo ukuze kuzuzwe ukunakwa abathengi ezingaba khona. Futhi indlela ephumelela kakhulu ekufezeni lo mgomo ukusetshenziswa elihlangene izindlela umkhiqizo isethulo nempendulo amathuluzi umthengi.

Kuyini oludidiyelwe ukumaketha nokuxhumana (IMC)

Leli gama waqonda usemkhankasweni wokusungula ukuxhumana umsebenzisi ekupheleni, libhekene lezo zindlela lapho zisebenzisa abakhangisi ezinkulu. Eqinisweni, IMC kuhilela ukuhlela ukumaketha nokuxhumana, ngasesinqeni se okuyinto isidingo ukuhlola kwabo (zokuxhumana) izindawo ngabanye kanye indima ebalulekile.

Ngo inqubo IMC ehlanganisiwe, obumbene iqondiswe zonke izindlela hlelo futhi imibiko okungase kube khona noma langempela imikhiqizo umthengi kanye namasevisi yenkampani.

Kungani IMC kufanele kubhekwe olufanele

Umqondo ukumaketha nokuxhumana integrable uvele ngephutha. Umqondo izinyathelo ezinjalo ekugqugquzeleni izimpahla namasevisi zithandwa ku '90s. Isizathu esenza lesi simiso ubelokhu eqashelwa sisasebenza, itholakala lokuthi ukuthi bendabuko marketing amathuluzi akakhiphanga ekugcineni lizinga lekuphumelela adingekayo ekukhuleni kahle izinkampani emakethe ukushintsha.

Ngakho-ke, izinkampani eziningi ziye zaya ukusetshenziswa kuhlangene amathuluzi ezihlukahlukene ukumaketha nokuxhumana, umphumela net okwakunzima kakhulu kuphumelela ngaphezu umphumela uya khona ngalinye ngokuhlukile. Ngaphezu kwalokho, IMC ukuvumela izinkampani ukuhlanganisa amabhajethi, nokwandisa kubo ukuthola imiphumela obuphathekayo.

Umqondo IMC

Kusobala ukuthi ukuthuthukiswa kwezimpahla ngempela kusho ukumaketha ukuxhumana okuthile. Indlela eqotho, yena, kuholela ikhambi izinkinga ezimbili ezihlobene nomunye.

Umsebenzi wokuqala ukudala IMC imilayezo zokuxhumana uhlamvu, okuyinto sizosetshenziswa ezahlukene kusho QMS (standard ukuxhumana izinhlelo) ukuthi awaphikisani nomunye futhi ngempela esihlelwe kalula nomunye. Umphumela waba ukwakhiwa isithombe omuhle umuntu onekhono lokuxoxa olulodwa.

Njengoba umgomo we-IMC yesibili kuwufanele ngokuletha ukucacisa leveli yokuphelela kukhuthazwa nokuxhumana usebenzisa search esiphezulu we inhlanganisela ezifanele zokwenziwa izitshalo kanye nempahla QMS.

Ingqikithi yalo nendlela yokuphatha amazinga

Ngo inqubo ukuqaliswa ihlanganiswe amathuluzi nezindlela ezisetshenziswayo ejwayelekile zokuxhumana. Kuyinto inhlanganisela yezinto ezifana abadlali, iziteshi, amanxusa kanye izinhlobo nokuxhumana, kanye eqondile reverse izixhumanisi zokuxhumana elisetshenziswa inqubo ukumaketha uhlelo nge imvelo bangaphandle.

Cycling, la mathuluzi angaba ngokucacile futhi ekhangayo adlulisele okushiwo isigijimi ukumaketha kumsebenzisi wokugcina. Kubalulekile ukucabangela iqiniso lokuthi izindleko umkhiqizo angasetshenziswa njengoba indlela ephumelelayo adlulisele ulwazi mayelana nomkhiqizo (izindlela ezibizayo izinga).

Zonke lezi zinto ka okuhlangene ukumaketha nokuxhumana, kuhlanganise umkhiqizo uqobo, kanye nezindleko zayo, ukuba ukudlulisela nalabo abamele CA ulwazi olusemqoka mayelana sipho wenkampani.

ukusetshenziswa ngesikhathi esisodwa izinhlobo eziningana izethulo kanye impendulo isu inzuzo ukuthi kakhulu lidlula nekusebenta ukusetshenziswa kwalo ngenxa yendlela entsha yokuzenza olulodwa.

nezindaba ezisemqoka kohlaka isu IMC

Umqondo okuhlangene ukumaketha nokuxhumana kuyinto uthole impendulo zemibuzo 3 ukhiye:

1. Ngasiphi amaphuzu iziteshi marketing kuphumelela kakhulu ukufeza ikhasimende futhi ukwandisa izinga ukusabela umusa yokufuna imikhiqizo yenkampani?
2. Yikuphi isikimu ngokuhlanganisa yokuthengisa ukukhuthazwa kanye nokukhangisa amathuluzi ngempumelelo kakhulu ukuzuzwa kwemiPhumela imigomo yokuxhumana?
3. Kanjani ukuze uqondanise kahle isikhalazo ukukhangisa kanye nanoma yiluphi uhlobo lokuxhumana ukukhangisa nge ukuma jikelele we sha ngokuya ekusebenzelaneni kwabo kuhlangene?

Izimpendulo zale mibuzo uzokwenza abanekhono nomtlamo wokwenza IMC kwimisebenzi ethile.

tincenye IMC

Uhlelo oludidiyelwe ukumaketha nokuxhumana inezigaba ezithile ezingukhiye:

• Nobudlelwane Nomphakathi (PR).
• ukumaketha ngqo. Lezi zihlanganisa i-Internet futhi kumabonakude nokumaketha. Ekhuluma ukukhuthazwa ngethelevishini, kuyafaneleka ukuthi zehla ukunika umbukeli kungenzeka oda izimpahla ekhaya, ngemva kwalokho ebona imikhiqizo ethile lisebenza futhi simazi kangcono izici zayo. Esikhaleni Inthanethi usebenzisa isimiso esifanayo, kuphela kungenzeka intuthuko kuleli cala itsatfwa ephakeme.
• Isikhangiso. Lokhu izinyathelo athize balwela ukufeza ngempumelelo umgomo nokumaketha.
• Zishukumisa ukufunwa izimpahla ngokusebenzisa ukwethulwa izinzuzo ezengeziwe futhi ngenxa yalokho, ukwandisa izinzuzo.
• Ibhizinisi, ukuhweba kanye nokukhangisa okudayisa. Inqubo yokusebenzisana izimbangi okudayisa njalo kuholela ukuhlukahluka iyadlula. Lokhu kuchazwe iqiniso lokuthi emakethe ngokuvamile ihambisane izimpahla corporation, okuyinto enamandla ihamba.

• Zibekele ihlanganiswe ukumaketha yezokuxhumana. It ecabanga ukusetshenziswa ukukhangisa ngamazwe. Sikhuluma umkhankaso yokukhangisa kungaphezu imikhawulo yezwe lapho umenzi. Ngesikhathi esifanayo i-ezingeni ezifanayo inqubekela phambili ezimpahla okwakumelwe zikhokhelwe kuholwa niche yabo.
• Imibukiso. Sikhuluma izenzakalo lapho umenzi uhileleke ngokuqondile, ethula umthengi lokugcina imikhiqizo yabo.
• uhlelo kwamabhizinisi. Lokhu kusho ukusebenzisa isu jikelele umkhiqizo ukukhuthazwa usebenzisa amathuluzi ezahlukene marketing.

ukusebenza ISB

Umqondo yesimanje ye okuhlangene ukumaketha nokuxhumana ukusebenzisa ezinye zezimiso. Omunye wabo kahle.

Ingqikithi lesi simiso ukuqinisekisa ukuthi isetshenziswa nokuqalisa amasu ukuxhumana izinqubo kokubili izenzakalo ekuqaleni kuhlelwe futhi izimo kungavela ngokuzenzekelayo. Kufanele kuqondwe ukuthi yiluphi ulwazi kahle ihlaziye ezingalinganiselwe kubangele ekwakhekeni IMC eziyinkimbinkimbi. Futhi ukwenza isiqephu kungaba cishe noma yikuphi division inkampani yangaphakathi ukusakaza idatha.

Isimiso sokukhululeka

Kulokhu sikhuluma ovundlile indlela yokuxhumana kanye nabalingani inkampani. Lokhu kukuvumela ukwenza ibhizinisi esimeme kakhudlwana, ngakho-ke kubalulekile ukugxila kunesimo sengqondo evulekile kungenzeka ukuthi kusungulwe ubudlelwano. Isibonelo esihle ekusebenziseni lesi simiso kohlaka isu of ihlanganiswe ukumaketha izinkampani zokuxhumana kukhona ngokuhlanganyela umkhiqizo amaphromoshini anjalo brand adumile njengo "McDonald" futhi "Coca-Cola". Ubani ongafaka ngokuvamile ukuthola ukukhushulwa Abenzi imishini yokuwasha kanye powder, amaswidi kanye itiye, iwayini noshizi. Nale ndlela, ngetulu kwekwenta ncono nekusebenta ukumaketha izinyathelo amathuba nokwandisa ngezabelomali zabo.

Ukwenza okuthandwa nguwe njengoba isimiso IMC

Umphumela, okuletha ukugcwaliseka isimiso kubangela izinkampani eziningi ukuyisebenzisa njalo futhi ngenkuthalo. Ngaphansi okomuntu siqu kuyadingeka ukuze baqonde ukwakheka ubunjalo siqu ubuhlobo inkampani amaklayenti ngamunye. Yiqiniso, le ndlela kudinga eningi yezindleko nomzamo, njengoba kudingeke sihlakulelwe njengoba imishini emisha lobuchwepheshe, kanye namaphrojekthi ekhethekile.

Ngaphezu kwalokho, isidingo futhi ukutholakala kwemakhono latsite phakathi kwabasebenzi. Kodwa ekugcineni ngokuqinile uzothola ezingeni lelisetulu ukwethembeka phezu ingxenye amakhasimende, ngenxa yalokho, nokwanda okuphawulekayo yokuthengisa.

synergism

Lesi simiso, okuyinto ihlelwe okuhlangene ukumaketha nokuxhumana, unga kuchazwa njenganoma Chief, njengoba kusho nokuxhumana zonke izingxenye ze-IMC abanekhono. Iqiniso lokuthi inhlanganisela izinyathelo ukugqugquzela kakhulu nekusebenta summation yabo elula, ngokuphindiwe sifakazelwe ngokuhlangenwe nakho izinkampani ezahlukene.

Esinye sezibonelo ngempumelelo ukuqaliswa isimiso Synergy kungenziwa ngokuthi i nabathengisi ithimba umfundi nabo labo abangase babe abathengi emgwaqeni. Emisebenzini ezinjalo zithinta cishe wonke amasu, ukusetshenziswa okubandakanya nomqondo ihlanganiswe ukumaketha nokuxhumana:

• ihlola ukufuneka ezithile imikhiqizo;
• elikhona ukuxhumana ngqo CA;

• ngokubhekana ezifana izindaba zomphakathi njengoba umsebenzi kwentsha, inkampani uyakwazi ukuthela koxhumana uhulumeni, okuvulela amathemba okuthuthukisa ibhizinisi;
• nomthengisi, begqoke izingubo esinegama, ungumthombo ukukhangisa njalo.

Ngokusobala, isimiso synergism evumela ukusebenzisa cishe kuzo zonke izingxenye IMC, nge high umkhiqizo ezingeni.

Kuqiniswe ukumaketha nokuxhumana: isakhiwo se-Inthanethi

Ukusebenzisa indlela ehlangene yama -brand ukukhuthazwa ezingeni inthanethi kusho ukuba khona izinto ezithile ukuthi zidlala indima ebalulekile ekufezeni lo mgomo.

• I sokuncintisana. ukuhlaziywa encintisana Buhle Inthanethi kuyehla kube ngendlela kahle kulula ukulandelela imisebenzi yabo futhi ukukala. Ngaphezu kwalokho, ngenxa yokuthi yonke imininingwane kunethiwekhi umelwe ngendlela yedijithali, e sezimiso lokuqoqa izibalo kalula ungathola ulwazi olufanele mayelana izinsiza ethandwa kakhulu izinkampani ukuncintisana.

• Izinga kumiswa intengo. Umenzi unethuba ngaphakathi inethiwekhi ukufaka umkhiqizo zamanani ashukumisayo. Kungenzeka, isibonelo, izaphulelo kuma ukuthengwa kwezimpahla e ukuthengwa kwenani elithile amayunithi.
• Xhumana Nathi. Sikhuluma kungenzeka yokuxhumana okuhambisanayo ngokusebenzisa isayithi kanye nezithangami ezikhethekile.
• ubuyekeze idatha. Ngenxa amathuluzi wokuphathwa kokuqukethwe ukuthi ayatholakala ku-intanethi, inkampani uyakwazi ukushintsha njengoba uhlobo lomyalezo, futhi ulwazi ngokwalo nganoma yisiphi isikhathi.
• okuhlangene ukuphathwa ukumaketha ukuxhumana ngaphakathi inethiwekhi. Luhilela ukusetshenziswa okomuntu siqu isici. Le ndlela kuyinto efanele kakhulu lapho usebenzisa i-banner ukukhangisa kumawebhusayithi, lapho okomuntu siqu futhi yenzelwe amalungu athile. Le ndlela isebenzisa umkhakha Intanethi, amawebhusayithi kanye nezinye izinto zokusebenza.
• zokuxhumana Mahhala. Akusiyo imfihlo ukuthi usebenzisa ku-intanethi ngokushesha basakaza amahemuhemu ahlukahlukene. Lokhu kungenzeka ngokuvamile sisetshenziswa yizinkampani ezihlukene ukunciphisa ukusebenza ukuncintisana amabhizinisi ukukhangisa imikhankaso.
• PR Nezimo, kuthambekele abameleli kanti nabantu abahlosiwe. Kulokhu sikhuluma kungenzeka ngetakhiwo letehlukene ukuhanjiswa eyenzelwe kumiswa brand ukwethembeka kanye nekwandzisa umkhiqizo othize. Izethameli akhethiwe Ungasebenzisa izinto ukulungele ngokukhethekile.

okutholakele

Ngenxa yalokho, singaba uqaphele ukuthi ihlanganiswe ukumaketha ukuxhumana kukhona ngempumelelo kakhulu futhi fast ukukhuthazwa isu emakethe njengoba brand, futhi umkhiqizo othize.