Amacandelo amaGama aseMediya asetyenziswayo kwiNtengiso yanamhlanje ukufikelela kubathengi
Ukupapashwa kuye kwavela kwindlela enxibelelwano olunzima kakhulu, kunye namawaka eendlela ezahlukeneyo zoshishino ukuba zifumane umyalezo kumboleki. Abathengisi banamhlanje banempahla eninzi yokukhetha. I-intanethi yodwa inika ezininzi zezi zinto, ngokuza kwevidiyo ezinobungozi be-branded, amabhanki, izivakalisi, iiwebhsayithi ezixhasiweyo, amagumbi okuxoxa ngamagama kunye nokunye okuninzi.
Nakhu okukhoyo okwangoku kwi-arsenal yakho yeendaba:
Ukuthengiswa Kwe-Intanethi (aka Digital)
Ukuba ubona isikhangiso nge-intanethi, ngoko kubalwa njengentengiso ye-intanethi. Enyanisweni, kukho iintengiso kwili phepha, kwaye ezinye iindawo ezininzi ozivakatyelayo, njengokuba ziyimpembelelo yokufumana imali kwi-intanethi. Enye indlela yokukhangisa kwi-intanethi yintengiso yesidlangalaleni, okuyiyo idijithali eyahlukileyo yabathengisi bamandulo-kunye kunye nomxholo oxhaswayo okhulayo ngokunyuka kunye nemida.
Ukusuka kwiintengiso kwi-Facebook kunye no-Snapchat kunye nentsebenziswano kunye ne-BuzzFeed ne-Reddit, indlela elula kakhulu, elula kakhulu yokufikelela kwizigidi zabantu abathengi abakwi-intanethi.
Umnxeba weSelula kunye noThutho
Inhlobo entsha yentengiso xa kuthelekiswa namanye, kodwa enye ilawula ukuxubusha kweendaba, isebenzisa iifowuni, i-iPads, i-Kindles, kunye nezinye iifowuni eziphathekayo nge-intanethi. Iimpawu ezikhoyo kwintengiso yeselula ziquka ukusetyenziswa okukhulu kweendaba zoluntu ezifana ne-Twitter, Instagram, Snapchat kunye ne-Facebook.
Okwangoku, le ncoko enzima kunayo yonke. Olu hlobo lweentengiso aluphazamisi nje kuphela, kodwa lunokushiya abathengi ngenjongo yokugula. Ukuba wenza oko, yenza okulungileyo. Ngexesha elithile, ukuthengiswa kwezilwanyana kwakuyindlela efanelekileyo yokungena kwisondlo, kodwa nokuba oko kuhlolwe ngokukhohlisa.
Ukuprinta
Emva kokuba ngumqhubi omkhulu wokuthengisa, ukuprinta kuthatha isitulo sokubuyela kwiifom ezininzi zedijithali zentengiso ngoku zikhoyo kubathengisi. Nangona kunjalo, ukuba kukho enye into eqinisekile malunga nokukhangisa, kukuthi ukuhluka kulungile. Kwaye xa abathengi bekhatywayo kwiintengiso ze-digital, ukubuyela kwizicatshulwa eziprintiweyo kunye nesimo esicacileyo kunye nesigxina abasinikezelayo ngokuqinisekileyo kumakhadi. Ngokuqhelekileyo, ukuprinta kungenziwa ukwahlula zibe ngamacandelo amathathu:
Ukupapashwa kwexesha
Ukuba kukho kumaphephancwadi, iphephandaba, okanye nayiphi na into ephumayo ngokukhawuleza, ngoko kukuthengiswa kwexesha (i-ad ad print). Kwiminyaka emininzi, ukupapashwa kweentengiso kwakumgangatho wegolide wabathengisi kunye nabaxhasi babo. Ukuthabatha indawo yokusabalala kwiphephancwadi elikhulu okanye ikhava yangemuva yephephandaba lithetha ukuba izigidi zabantu zazibona umyalezo.IiNcwadana, ii-Leaflets, iiFlyers, ii-Handouts kunye ne-Point-of Sale-Advertising
Nangona amanye ala majelo angafakwa kumaphepha amaphephancwadi namaphephancwadi, athathwa njengento ehlukeneyo, ngokuqhelekileyo kuba banethuba elincinane lokubonwa. Kusuka kwinto ehleli kwi-counter okanye idesksi yesevisi yabathengi kwincwadana yemoto enesibhakabhaka, amashishini okuprintwa amancinci anika indlela efanelekileyo kunye nexesha elide lokubandakanya umboleki. Sebenzisa le ndlela xa unolwazi olungaphezulu kunokuba ungangena kwi-ad adware.
UkuThengiswa kweMeyili
Eminye yezicwangciso ezikhankanywe ngasentla zingabandakanywa kwi-imeyile ngqo. Kuthetha nje ukuba izicatshulwa zakho zithunyelwa ngqo kumthengi. Le yinkqubo eye yaqhubeka, kwaye iyaqhubeka ixhatshazwa yi-arhente eziphantsi zokuthengisa eziye zaguqula i-craft ibe yileyili engenayo. Ukuba luyilwe kwaye ikhulelwe ngokucokisekileyo kwaye yenziwe, i-imeyile ngokuthe ngqo ingaba yindlela emangalisayo yokubandakanya umthengi. Musa ukuzibala.
Ukuthengiswa kweGerrilla
Eyaziwa ngokuba yi-media media, i-advertising guerrilla (okanye ukuthengisa) iye yavelela kwiminyaka engama-20 edlulileyo. Ixesha eliqhelekileyo elisetyenziselwa nayiphi na into engavumelekanga, kwaye ngokuqhelekileyo imema umthengi ukuba athathe inxaxheba okanye asebenzisane nale ngxenye ngandlela-thile. Indawo ibalulekile, njengoko kufike ixesha. Imikhosi yokuqhubela i-aderlala okanye ukuthengiswa yiingcamango zobugcisa kunye nezinto ezintsha, kungekho ibhajethi enkulu.
Ngokuqhelekileyo, uya kucela ukuxolelwa kunokuba ube nemvume ngala maphulo, kwaye baya kufakelwa ngegama lomlomo kunye nabezindaba zoluntu.
Ukusasazwa kweNtengiso
Ifom ye-intengiso-ntengiso kubandakanya umabonwakude kunye noonomathotholo, ukusasazwa kweentengiso kuye, kwada kutshanje, bekuyeyona ndlela ebaluleke kakhulu yokufikelela inani elikhulu labathengi. Ukusasazwa kweentengiso kuye kwathatha ukubetha kwiminyaka embalwa edlulileyo, ngokukodwa ngokunyuka kwama-DVR kunye ne-"ad skipping". Nangona kunjalo, kuseyindlela eyaziwayo yokufikelela kwizigidi zabantu, ngakumbi xa i-Super Bowl iza.
Ukukhangisa ngaphandle
Eyaziwa nangokuthi ngaphandle kwekhaya (i-OOH) ukukhangisa, eli lizwi elibanzi lichaza naluphi na uhlobo lopapasho olufikelela kubasebenzisi xa bengabikho ekhaya. Cinga ngamabhodi ebhodi, ii-posters zebhasi, ii-posters, kunye nezo zibhodi ezinkulu ze-digital square kwi-Times Square.
UkuThengisa iNkonzo kaRhulumente
Ngokungafani neemveliso zorhwebo, iziThengiselo zeNkonzo zikaRhulumente (PSA) zenzelwe ngokubanzi ukuzisa nokufundisa kunokuthengisa imveliso okanye inkonzo. Ii-PSA ziqhelekileyo zivela kwiTV nakwi-radiyo, kodwa zikhuthazwa kakhulu kwi-intanethi.
UkuThengiswa kweMveliso
- Ngokucacileyo, ukubekwa kwemveliso kukukhuthazwa kweempawu zentengiso kunye neenkonzo ngaphakathi kwimeko yokubonisa okanye i-movie, kunokuba ikhangelwe ngokucacileyo. Ukuba uke wambona i-movie waza wazibuza, "Wow, baqinisekile ukuqhuba iiFords ezininzi kulo mdlalo," okanye "Ngaba wonke umntu kule TV uyabonisa ukuphuza iPepsi?" ngoko uqaphela ukubekwa kwemveliso. Yindlela indlela amafilimu kunye nemiboniso efumana ngayo imali, kwaye yindlela enkulu yokuba abathengisi bafikelele kwi-demographic target.