Ukusetyenziswa okubuzayo kwintengiso ye-intanethi
Kutheni kufuneka umthengisi akhathalele ngale nto? Ngenxa yokuba iintengiso ezingathandabuzekiyo zingaba nefuthe elibi kwiimveliso zazo.
Xa abasebenzisi bengayithandi isikhangiso, bathambekele ekunyaniseni ukungathandeki kumthengisi. Njengoko unxibelelwano lwewebhu olusebenzayo uJacob Nielsen ulubeka kwinqaku kwiwebhusayithi yakhe: " Iintengiso ezingekho phantsi kweemeko ziza kukufumana ukulungiswa okungaphezulu, kodwa iinkqubo zokuziphatha ezichanekileyo ziya kutsala abathengi abaninzi abathembekileyo ngokukhawuleza."
Ukuphendula okungalunganga kungavela kwiinkampani zenkampani. Basenokungafuni ukufumana iintengiso ezithile kuba baya kuqhuba i-traffic. Umbutho wezentatheli I-Poynter Institute, ngokomzekelo, ithi kwiikhokelo zayo zokuziphatha nge-intanethi: "Amava omthengi aphezulu.
Izaziso, iziKhuphiswano ngeeNtengiso kunye nokuThengiswa kweTekisi
Olunye uhlobo lwezobhengezo ezinokubangela ingxaki yi-advertorial-isikhangiso esenziwe ngenjongo yokuba sibukeke njengeqendu. Oku kubizwa nangokuthi ukuthengiswa kwezilwanyana. Kukho ubude obude kumashishini okushicilela ukuba nayiphi na isikhangiso esingadideka kunye nomxholo wokuhlela kufuneka sibhalwe ngokucacileyo njengesikhangiso.
Oku kuyinyaniso kwiwebhu njengoko kunjalo ngokunyanisekileyo ukuprinta.
Umzekelo omhle we-advertorial yiNqaku le-Sony campaign eyenziwe iminyaka emininzi edlulileyo. Kwakuqulethwe ngamanqaku abhalwa ngabanikeli bee-freelancers ababezibonakalisa njengabantu abemi ababhalisayo malunga nendlela abasebenzisa iteknoloji. Amanqaku athunyelwa kwaye ahlawulwa ngu-Sony.
Babesoloko bengakhange bathethe i-Sony ngaphandle kwimiqolo yecala, eyabenza nzima kakhulu ukwahlula kumxholo wesiqhelo. Kodwa oko kwakuchukumisa ngokwenene kukuba ukubhaliweyo ukwahlula amanqaku njengoko ukukhangisa kwakusoloko kuncinci kakhulu, kwaye ngamanye amaxesha igama elithi "ukuthengiswa" alizange lisetyenziswe.
Ezinye iintlobo zeentengiso ziyingxaki nangokwenene nangona kubonakala ukuba ziintengiso. Ngokomzekelo, ngo-2002, umthengisi weehambo u-Orbitz wavuselela ingxabano kwizinto ezingaphezulu kweevenkile ngokusebenzisa ibhola-kwiintengiso-bonisa iintengiso ezithatha umsebenzisi kwisayithi xa ziphela imouse phezu kwesibhengezo. Iqiniso elikhaba ngeentengiso kubonakala liye laphela kwiwebhu kubonakala ukuba ngenxa yokukhala kwabo.
Sekunjalo, iinkampani ezihloniphekileyo ziye zamkela iteknoloji - ngokukodwa i-computer-book publisher O'Reilly. Kwaye u-O'Reilly, osebenzisa iintengiso kwi-site yayo, unikeza i-FAQ ichaza isizathu sokuba bakhethe ukusebenzisa le teknoloji kwaye bachaza indlela abasebenzisi abangagqitha ngayo iintengiso ze-IntelliTxt, ezibonakala zibonisa ukuba iintengiso zithandwa ngabasebenzisi.
I-Vibrant Media ibonisa ukuba iinqununu ezihlawulwe ziquka umgca oluhlaza obuncinane obumgangatho obuninzi kunye ne-pop-ups ibhalwe njengentengiso, ubuchule babo abuphambani nemithetho yokuziphatha.
Inkampani ithi kwakhona ukuba iifowuni zifakwe kwi-automated process emva kokuba isihloko sithunyelwe nge-intanethi, abalobi abanakho ukuthonyelwa ukuba bafake amagama angundoqo.
Imibutho yamashishini amashishini angavumelaniyo, ngokukodwa i-business-to-shishino (B2B) yokushicilela imibutho ye-American Business Media kunye ne-American Society ye-Business Publishing Publishers. Bobabini banezikhokelo ezichasayo ngokuthe ngqo ukuthengiswa kweekhonkco zeemeko ngaphakathi kwikhophi yokuhlela - bona ibha yecala. (Ukubhengezwa: umbhali webali usebenza kwi-ASBPE.)
I-Pop-ups, i-Pop-unders, kunye neeNgcaciso zeeNtetho zeNkohliso
Olunye uhlobo lweentengiso ezinokuthi abanye bacinga ukuba bangazibuzayo yizo ezivulekileyo kwiwindow entsha. Umzekelo oyintloko, ngokuqinisekileyo, yi-ad-pop-ad, ebonakala efasiteleni elincinane phambi kwefayili enkulu. I-pop-phantsi iyafana, kodwa ibonakala emva kwewindow yefayili enkulu, ngoko umsebenzisi akayi kuboni de bavale loo festile.
Kwimeko zombini, abathengisi banokuba nethemba lokuba abasebenzisi baya kutshintsha ngokungahambi ngefestile ngelixa bezama ukuyivala kwaye ngoko bathathwe kwisayithi lomthengisi.
Nangona zombini iintlobo zentengiso zisetyenziselwa kakhulu, zombini ubungozi bubacaphukisa abathengi abanakho. Uphando lubonisa ukuba i-pop-up iyona ndlela ikhangelwe ngayo. Esinye isizathu sokungawasebenzisi kukuba abantu abaninzi banqanda. Kwaye nangona ezi ntengiso zinomlinganiselo ophezulu wokunqakraza, ininzi yalezo zitshixo zingenzeka ngokungabonakali xa abantu bezama ukuvala ifestile. Iipop-ups zingasebenzela umxholo kodwa azivunyelwanga kakuhle kwiintengiso.
Emva koko kukho iintengiso ezibukeka njengemilayezo yesistimu esuka kwikhompyutheni yakho - loo mixholwana emhlophe ephuma kwikrini yakho ngomyalezo kunye ne "OK". Umsebenzisi unokucinga ukuchofoza "OK" ukuvala ifestile, kodwa kunoko, kubathatha kwiwebsite yomthengisi.
"Akukho nto enhle eya kuvela kuloo ndlela," utsho uNeil Hair, uprofesa oncedisayo kwiRochester Institute of Technology oye waphanda ngemibono yabantu kwiintengiso ze-intanethi. "Uza kwenza abantu badenge. ... Kuphela nje ukutshabalalisa ixesha lakho elide." Abantu abancinci ngokukhethekileyo bathatha kakubi ezo ntlobo zeentengiso, uthi.
Izibhengezo zesikhokelo okanye izibhengezo - iimpapasho ezibonakala phambi kokuqukethwe okulindelekileyo - nazo ziyakucatshulwa njengento ecasulayo kodwa ziyakwamkela ukuba ngabasebenzisi banenketho yokugqithisa iphepha ngokuchofoza "Dweba le ngxube".
Ukugqithwa yiintengiso ezibonakalayo kumxholo okhoyo, kodwa kwifestile efanayo kunefestile entsha. Bayaziwa ngokuba ngamagama omnxeba njenge-Eyeblaster okanye i-Shoshkele. Ngokuqhelekileyo badla amaFilimu amafilimu. Zingabonakalisa izilwanyana ezihamba ngokukhululekile kunomxholo wesayithi. Ezi ntengiso azikhokanga xa zifihla umxholo; ukugqithisa iintengiso kwividiyo ziye zafumana impendulo edibeneyo.
Enye inkxalabo yabamemezeli be-intanethi kukuba zonke iintlobo zezibhengezo ezikhankanywe kweli candelo zingenakho izikripthi ezingaphazamisa iziphequluli. (Ukufumana ezinye iinkonzo kunye neengxaki zezo ntengiso, jonga "Iintengiso zePop-Up - Iiprojekthi kunye ne-Cons-Pop-Unders, Overlays, kunye ne-Intrusive Ads").
Iingcebiso zoPhumelelo
Njengoko abantu bafunda ukungahoywa iintengiso zebhanki, ngaba kuyinto enengqondo ukucela abathengisi ukuba bangazisebenzisi iipop-ups, iipapasho zokugqithisa, kunye nezinto ezifana? Yintoni oyenzayo ukuze abantu babone iintengiso zakho?
Okokuqala, nikela imibono endala malunga nokubaluleka kokucofa. "Injongo ayikukuba abantu baqakraze ngenxa yokuba bengenayo." Kuyakuthi, " utsho uNeil Hair we-Rochester Institute of Technology. Ngamanye amagama, ukukhangisa kwi-intanethi kuya kufana nokukhangisa kwindabuko.
Izinwele kunye noqabane wakhe uSusan Barnes bajonge apho iintengiso zeentengiso zisebenza kwaye kutheni. "Inxulumene nemibala esetyenziswayo, nokuba ingaba isebenzisa isicatshulwa esithintekayo esicatshulwayo, abantu abayichithayo." Kwakhona bafumanisa ukuba itekisi enkulu isebenza kangcono kunamancinci - gcina isigidimi sakho sifutshane.
Kwaye ekugqibeleni, enye inqubo esebenzayo ihlazo. Umgca ongundoqo, uthi iNwele, "ukusetyenziswa ngendlela encinci.