Ukuthandwa kakhulu kunye nefuthe kumajelo asekuhlaleni kudale abaphulaphuli abaninzi ukuba bathenge kumaqonga ezentlalo. Abasebenzisi be-Intanethi kwihlabathi lonke basebenzise i-avareji yemizuzu eyi-142 ngosuku kwimidiya yoluntu kwi-2018, ukusukela kwimizuzu engama-90 ngo-2012, ngokweNgxelo ye-GlobalWebIndex ekhankanywe liLizwe leDijithali.
Esinye seziganeko ezinkulu kwezi zosasazo yinto eyenziwayo njengeNtengiso yoLuntu, umkhwa we-ecommerce kwi-2020. Ngaphakathi koku, akukho mathandabuzo ukuba ubukrelekrele beshishini yinxalenye esebenzayo kakhulu. Oku kuye kwenza imithombo yeendaba zentlalo inefuthe elikhulu ekuthengweni kwabathengi, nge-36% yabasebenzisi be-Intanethi eUnited States besithi amajelo eendaba ezentlalo abaluleke njengayo yonke eminye imithombo yolwazi.ukhetho lwemveliso, ukusuka kuma-27% ngo-2015, ngokuka kuvavanyo lwe-GfK olukhankanywe eMarketer.
Njengoko iimpembelelo zemithombo yeendaba zentlalo zikhula, urhwebo lwentlalo luba sisixhobo esibaluleke ngakumbi ekuthengeni kwi-Intanethi. Abasebenzisi basebenzise imithombo yeendaba zentlalo ukuba bafunde ngeemveliso kunye neempawu kunye nokufumana ukukhuthazwa ngaphezulu kweshumi leminyaka; igama "urhwebo lwentlalo" laziswa nguYahoo! ngo-2005.
Intengiso yoLuntu, ukubaluleka kwayo kwi-ecommerce
Nangona kunjalo, kule minyaka idlulileyo, amaqonga ebesebenza ukuphelisa ukungqubana kokuthenga imveliso kwenye indawo emva kokuyifumana kumajelo eendaba ezentlalo, ukongeza amaqhosha okuthenga kunye nezipaji zedijithali, umzekelo, ukwenzela ukuba abasebenzisi bakwazi ukuthenga ngokuthe ngqo.
KwiNgxelo yoRhwebo lwezeNtlalontle, i-Business Insider Intelligence iqikelela ubungakanani bemarike yorhwebo lwentlalo, iqikelela ukukhula kwayo kwikamva, kwaye iphonononga ukuba kutheni ukukhula kwayo kumile ukuza kuthi ga ngoku, nokuba kutheni izakutshintsha. Sikwajonga nokunikezelwa kwezorhwebo kumaqonga amajelo eendaba ezentlalo kunye nokuhlalutya ikamva lenkampani nganye kwisithuba.
Ukukhula kunye nokufika kwabathengi abatsha
Kule meko ngokubanzi, kufanele ukuba kuqatshelwe ukuba ukukhula kokwamkelwa korhwebo lwentlalo kuyekile kule minyaka idlulileyo ngenxa yexhala malunga nokukhuseleka nokuba semthethweni komjelo.
Kodwa ukwamkelwa kunye nokusetyenziswa kulungiselelwe ukonyusa umbulelo kukuthandwa kwemidiya yoluntu, ifuthe layo, kunye nokuphucula amandla eshishini kumaqonga entlalontle.
Amaqonga amakhulu kubandakanya i-Instagram, i-Facebook, iPinterest, kunye ne-Snapchat baphucule iminikelo yabo yokuthenga ngethemba lokuba ziindawo zokuhlala njengoko urhwebo lwentlalo luqala.
Uhlalutyo ngokupheleleyo
Nokuba yeyiphi na indlela, ixabiso lentengiso yentengiso yaseMelika yaseMelika liqikelelwa kwiminyaka emihlanu ezayo. Kubo, kubalulekile ukwenza la manyathelo alandelayo esiza kudwelisa kuwo ngoku:
Vavanya izithintelo kunye nokukhulisa abaqhubi ekwenziweni nasekusebenziseni urhwebo lwentlalo.
Gubungela izinto zorhwebo ezaziswa nge-Instagram, Facebook, Pinterest, kunye ne-Snapchat kwaye nixoxe ngeendlela zabo ezahlukeneyo, amandla kunye nobuthathaka.
Vavanya iinkampani ezinenxaxheba eyahlukeneyo kurhwebo lwentlalo, kubandakanya iimarike kunye neqonga lokuhlawula ezisebenzisa izixhobo zentlalo kunye nendlela ezingena ngayo kwintengiso yorhwebo.
Ngaba unomdla wokwazi ukuba kutheni uRhwebo loLuntu luhamba kwi-ecommerce kwi2020?
Ukwanda okuqhubekayo kwezorhwebo
Amanqaku aphucula amava abo edijithali kwiindlela ezininzi, ezinje ngemidiya yoluntu kunye ne-e-yorhwebo, basungula ukhuphiswano olunamandla. Kusenjalo, nge-55% yabathengi abakwi-Intanethi abathenga ngejelo leendaba zosasazo, njenge-Facebook, i-Instagram, okanye iPinterest kwi-2018.
Kukho imiqondiso ecacileyo yokuba urhwebo lwentlalo luya kuqhubeka lukhula. I-arhente ye-e-commerce yaseNyakatho Melika i-Absolunet ichonge la manani aphambili alandelayo:
- I-87% yabathengi be-ecommerce bakholelwa ukuba imithombo yeendaba zentlalo ibanceda benze isigqibo sokuthenga.
- 1 kubanini bamashishini bathengisa ngeFacebook.
- I-40% yabarhwebi basebenzisa imidiya yoluntu ukuthengisa.
- I-30% yabathengi bathi bayakwenza ukuthenga ngokuthe ngqo kumaqonga eendaba ezentlalo.
Ngayiphi na imeko, kufuneka siqaqambise iindlela ezintathu eziphambili kurhwebo lwentlalo:
Imfono-Iindawo zosasazo zasekuhlaleni ngoku zihamba phambili, kwaye abasebenzisi balindele amava avumela ukuba bakhangele kwaye bathenge kwizixhobo zabo eziphathwayo.
Okubonwayo-Iimpawu ezijonge ukwenza impembelelo kwimidiya yoluntu kufuneka zamkele imeko "yokungazinzi" kwaye ziqhutywa ngokubonakalayo, zithembeke kwaye zithembeke.
Ithemba - Amanqaku ajonge ukungena kurhwebo lwentlalo kufuneka ajonge iindlela zokwakha ukuthembana kunye nokwenza amava akwi-Intanethi abonisa ixabiso elicacileyo lokukhangela kunye nokuthenga kwi-Intanethi.
Ngelixa ezi ndlela zisasebenza, bendifuna ukujonga ngakumbi iindawo ezintlanu zorhwebo lwentlalo ekufuneka iimveliso ziqwalasele kwaye ziqwalasele njengenxalenye yezicwangciso zabo zokuya kwintengiso kwi2020.
Ukwanda kweeprojekthi ze-e-commerce ezifakiwe
Njengoko urhwebo lwentlalo luqhubeka nokuqokelela amandla, amanye amaqonga amiselwe ngakumbi afuna iindlela zokuphucula ubuchule babo bezorhwebo. I-Instagram kunye ne-Snapchat yimizekelo nje emibini yamaqonga asebenza kwiiprojekthi ezakhelweyo ze-e-commerce, ngethemba lokugcina isantya kusetyenziso lweentengiso zorhwebo.
Ngo-Matshi, i-Instagram isungule inqaku elitsha lokuhlawula i-ecommerce ukujongana nomceli mngeni oqhubekayo wokunikezela isiphelo se-ecommerce yamava kubasebenzisi. I-Instagram Checkout ivumela abasebenzisi be-Instagram ukuba bagqibezele ukuthengwa kwemveliso ngaphandle kokuphuma kwi-app, kwaye kwinkqubo gcina ulwazi lokuthenga kwiintlawulo ezizayo.
Urhwebo lwentlalo luya kwanda ngaphaya kwamajelo amiselweyo
Njengoko amajelo asekuhlaleni eqhubeka nokuvela, kuya kuthi ke nenani kunye noluhlu lwamaqonga abantu abaya kudibana nawo. Nokuba abangenayo abatsha abanakuba namaqonga e-e-commerce aqhubela phambili njengala achazwe apha ngasentla kwi-Instagram kunye ne-Snapchat, abathengi baya kuhlala bejonge phambili ekuboneni nasekuthengeni iimveliso ngaphakathi kwezithuba abachitha ixesha labo kuzo.
Uhlelo lokusebenza olufutshane lwevidiyo iTikTok iqalile ukurhweba ngorhwebo. NgokukaTechCrunch, iTikTok iqale ukuvumela abanye abasebenzisi ukuba bongeze amakhonkco kwiisayithi ze-e-commerce (okanye nakweyiphi na enye indawo) kwiprofayili bio yabo, kunye nokunikezela kwabadali amandla okuthumela ngokulula ababukeli babo kwiiwebhusayithi zokuthenga.
Le ntshukumo yeTikTok ithathwa njengeyona ibalulekileyo kuba iya kunika iimveliso ithuba lokufikelela kubaphulaphuli abancinci bakaGen Z, abenza icandelo elikhulu labasebenzisi behlabathi abangama-500 ezigidi.
Ukuthengisa okunefuthe kuya kuqhubeka nokucenga
Amashishini afuna ukugqwesa kurhwebo lwentlalo kufuneka afune ukukhulisa ubudlelwane obutsha kunye / okanye obukhoyo kunye nefuthe ekuphuculeni ukufikelela, ukudibana kunye nokudibana neempawu zabo.
Umceli mngeni wokuma kumajelo asekuhlaleni ngumlo oqhubekayo wokuqwalaselwa kwabathengi kwaye iimveliso kufuneka zifumane iindlela ezintsha ezahlukeneyo zokuphakamisa ulwazi. Ngoku ka GlobalWebIndex, phantse isihlanu sabasebenzisi be-Intanethi bathi basebenzise imithombo yeendaba ukulandela abantu abadumileyo, ukufikelela kwikota yeGen Zers apho basebenza khona.
Ukuthandwa kwabachaphazeli kuthetha ukuba i-14% yabasebenzisi bedijithali bafumanisa malunga neempawu ezintsha ngokuvunywa ngabantu abadumileyo, kunye nenye i-14% ngokuthunyelwa kwebhlog ngabantu abadumileyo okanye ababhinqileyo. amaphephandaba.
Thatha ithuba lomxholo obalaseleyo wevidiyo kunye nevidiyo
Ukunyuka korhwebo lwentlalo kuqhutywa ngokuyinxenye ngabathengi abancinci (uGen Z kunye neMillennials ngakumbi) bekhangela iindlela ezintsha, ezinomdla, kunye nezikulungeleyo ukukhangela kunye nokuthenga kwi-Intanethi.
Ngokwe-eMarketer, ngaphezulu kwe-55% yabasebenzisi be-intanethi beGen Z Z baseMelika- abenza isiqingatha sentengiso yabo yefashoni kwi-Intanethi-bathe ezona zinto bazithengileyo zakutshanje zikhuthazwe kukukhangela kwimithombo yeendaba. Kwaye phantse amawaka eminyaka athi ngokufanayo:
Ukuthenga kwefashoni kukhuthazwe yimithombo yeendaba zentlalo
Kwaye aba bantu abancinci bakwakhokelela kwimfuno yobutyebi, umxholo wokubonwayo, kubandakanya ividiyo. Ngokwe-2018 IAB yeNtengiso yeVidiyo yokuSebenzisa, onke amacandelo entengiso abone ukonyuka kutyalo-mali kwintengiso yedijithali nakwiselfowuni. Ukusukela nge-2016, iyonke intengiso yevidiyo yentengiso inyuke nge-53% kwaye inokuthi iqhubeke nokunyuka.
Ukukhula kweenkonzo zemiyalezo yabucala
Kwi-2019, i-eMarketer ilindele ukuba i-2.52 yezigidigidi zabantu kwihlabathi liphela, okanye i-87.1% yabasebenzisi be-smartphone, basebenzise usetyenziso lwemiyalezo ephathekayo ubuncinci kube kanye ngenyanga:
Iifowuni zokuthumela imiyalezo kwihlabathi jikelele. Oku kukhula ekusebenziseni imiyalezo yemiyalezo, ebandakanya i-Snapchat, i-WhatsApp, kunye neFacebook Messenger (eyokugqibela ene-Facebook), inokuqhubekeka nefuthe kwindlela abathengi abazibandakanya ngayo neempawu kwindawo eshukumayo.
Indlela eqhelekileyo yokuthumela imiyalezo kunye nokuzivelela kwezixhobo zeshishini (ezinje ngeTemplates zentengiso zeMessenger kunye nekhathalogu yeshishini kuFacebook Messenger nakuWhatsApp, ngokulandelelana) zibonisa ukuba le ingayindawo ephambili ekugxilwe kuyo ngo-2020. Ikhathalogu yeShishini luphuhliso olunomdla, kuba ayizukunceda kuphela abasebenzisi ukunxibelelana neenkampani ezifanelekileyo, kodwa iya kubavumela ukuba babone okufumaneka kwiinkampani ngaphandle kokushiya iqonga.
Ikhathalogu yeshishini
Njengoko amajelo asekuhlaleni aqhubeka nokukhula kwaye eguquka, urhwebo lwentlalo luya kulandela, ukunika abathengi ukhetho oluninzi kunye neendlela zokukhangela kunye nokuthenga ngaphakathi kweendlela ezahlukeneyo zentlalo. Ngelixa amaqonga aphambili eyiphuculile iminikelo yorhwebo lwentlalo, abangenayo abatsha abanjengoTikTok baqala ukuvavanya kunye nokuzama, ukufikelela kwinani elikhulayo labathengi abancinci abasukayo kwiinkokheli zangoku.
Amanqaku ajonge ukuphonononga urhwebo lwentlalo kwiinyanga ezili-12 ezizayo kufuneka bajonge ukuzama nokufunda kusetyenziswa amaqonga awahlukeneyo, kodwa bakhumbule ukujonga ngaphaya kokubandakanya amaqhosha 'okuthenga'. Ngokwe-GlobalWebIndex, abathengi baya besebenzisa ubuninzi beetshaneli xa bethenga kwi-Intanethi, ke ngenxa yoko amajelo entlalontle kufuneka asetyenziswe ngokudibeneyo, kunye nokuhambelana namanye, amajelo ezorhwebo ukubonelela ngamava abathengi ngokuhambelana kuwo onke amabakala ohambo lokuthenga.
Amaqonga eendaba ezentlalo
Amaqonga amajelo eendaba ezentlalo anamandla amakhulu, kunye notshintsho lwetekhnoloji rhoqo, umvuzo wokuvela, kunye nenkqubela phambili eyenziwayo yokuhambisa amava obuchule kunye aphezulu kumthengi. Kwangokunjalo, iimfuno zabathengi zihlala zitshintsha kwaye zitshintsha, zisenza kubenzima kumaqonga eendaba ezentlalo kunye namashishini ukujongana nawo. Abathengi bafuna ivenkile yokumisa apho banokuhlangabezana khona nokukhangela kunye neemfuno zokuthenga.
Kwaye urhwebo lwentlalontle luvele njengobuchwephesha bokuhlangabezana nezi mfuno zabathengi ngokudibanisa amava okuthenga kunye nokuhamba kwemithombo yeendaba zentlalo.
Urhwebo lwentlalo kukudibana kokuthenga kwi-Intanethi kunye nokubrawuza kwezentlalo apho iinethiwekhi zentlalo ezinje nge-Instagram, i-Facebook, iYouTube kunye nePinterest zixhaphazwa njengeendlela zokukhuthaza kunye nokuthengisa iimveliso kunye nokunikezelwa kwenkampani.
Intengiso yentlalo yinto ebaluleke kakhulu kwihlabathi lanamhlanje njengoko icutha uhambo lomthengi lokuya kuphando, ukufumana, ukuthelekisa, ukuvavanya kunye nokuthenga imveliso kumaphepha ewebhu ahlukeneyo nakwiiwebhusayithi. Kwaye ijika inqaku lokuphefumlelwa libe yindawo yentengiso, ivumela abasebenzisi ukuba bayithenge ngexesha lokwenyani kunye nobuncinci bokucofa kunxibelelwano lwasentlalweni.
Olona ncedo luphambili kurhwebo lwentlalo kukuba ijongana nemicimbi yokuphakama kwamanqanaba aphezulu, ukuguqulwa okuphantsi, ukulahlwa kwenqwelo, kunye nokuzibandakanya okuphantsi amashishini ajongana nako kwidijithali ebonakalayo. Kuye kwafunwa ukuba i-30% yabasebenzisi beendaba zosasazo, oko kukuthi, i-500 yezigidi zabasebenzisi ngosuku, bafuna ukuthenga iimveliso ngokuthe ngqo kwiqonga loluntu. Kwaye obu bubungqina bokuba kutheni urhwebo lwentlalo lubalulekile kurhwebo lwe-Intanethi.
Sidwelise ezinye zeendlela zorhwebo lwentlalo onokuziqonda kulo nyaka. Iya kukunceda utsala izikhokelo, ufumane uguquko olungcono, wandise ulwazi, uqhube ukuzibandakanya, kwaye wandise ingeniso.
Imveliso esemgangathweni yemveliso
Ukudityaniswa kwemifanekiso ekumgangatho ophezulu wemveliso, iividiyo ezibukhoma, iividiyo ezihlaziya imveliso, kunye nomxholo obonakalayo owenziwe ngumsebenzisi ubamba ngokukhawuleza ingqalelo yabasebenzisi kwaye ubabambe ukuze babandakanyeke kwishishini ixesha elide.
Sonke sike sayifumana le nto ngaxa lithile ebomini bethu xa sifuna ukuthenga into esiyifumana kwimidiya yoluntu kodwa besingazi ukuba siyijonge phi.
Urhwebo lwentlalo luyenza lula kuthi ngokudibanisa izinto ezinomtsalane kwimveliso kunye nokhetho lokuthenga, ukwenza ukuba ubomi bomthengi bubelula kwaye bube lula.
Umdibaniso weendlela zokuthenga
Ngempembelelo ekhulayo yemidiya yoluntu kubomi babantu kunye nezigqibo zabo kubomi bokwenyani, amaqonga ezentlalo aqhubele phambili ukuthengisa amajelo abo ukubenza babe nomtsalane ngakumbi kwaye banomdla.
Umxholo onokuthengwa yinto eqokelelwa ngokuzenzekelayo kwiifoto kunye neevidiyo ezenziwe ngumsebenzisi ngeemveliso, ngokusebenzisa ii-hashtag, iithegi kunye nokukhankanywa kwe-Instagram, i-Facebook kunye ne-Twitter, evumela iindwendwe ukuba zithenge imveliso ngokuthe ngqo kwizithuba.
Endaweni yokukhuthaza iimveliso ngomxholo kwaye uphinde uthumele amaqela anomdla kwiphepha lemveliso okanye iwebhusayithi. Kuya kufuneka bayithengise ngokuthe ngqo kumxholo wentengiso.
Oku kuyonga ixesha, imali kunye nomzamo kumashishini nakubathengi. Kwaye kukuhamba epakini ukwenza nayiphi na iposi ifikeleleke ngokulula ukuyisebenzisa kunye nokuphumeza izixhobo zorhwebo.
Khuthaza ubungqina boluntu nge-UGC
Imikhankaso yezentlalontle ene-UGC ifumana ukubandakanyeka okungaphezulu kwama-50%, ngakumbi ukuthengisa uphawu ngomxholo we-UGC ufumana phantse inzala kunye nokuzibandakanya. Nangona kunjalo, kule minyaka idlulileyo, amaqonga ebesebenza ukususa ukungqubana kokuthenga imveliso kwenye indawo emva kokuyifumana kumajelo asekuhlaleni, ongeze amaqhosha okuthenga kunye nezipaji zedijithali.
Siyavuyisana nenqaku elikhulu