Ukuthandwa okukhulu kanye nomthelela wemithombo yezokuxhumana kudale ababukeli abaningi abangabathenga ngezinkundla zokuxhumana. Abasebenzisi be-Intanethi emhlabeni jikelele basebenzise isilinganiso semizuzu eyi-142 ngosuku ezinkundleni zokuxhumana ngonyaka we-2018, kusuka kwimizuzu engama-90 ngo-2012, ngokusho kombiko weGlobalWebIndex ocashunwe yiDigital Information World.
Esinye sezigameko ezinkulu kule mithombo yezindaba yilokho okwenziwa njengeSocial Commerce, umkhuba we-ecommerce ngo-2020. Ngaphakathi kwalokhu, akungabazeki ukuthi ubuhlakani bebhizinisi buyingxenye esebenzayo yalo. Lokhu kwenze imithombo yezokuxhumana ibe nethonya elikhulu emikhubeni yokuthenga abathengi, kanti ama-36% wabasebenzisi be-Intanethi baseMelika bathi imithombo yezokuxhumana ibaluleke kakhulu njengeminye imithombo yolwazi. ucwaningo olucashunwe nguMarketer.
Njengoba ithonya lezokuxhumana likhula, ezentengiselwano zomphakathi ziba ngumzila obaluleke ngokwengeziwe ekuthengeni nge-inthanethi. Abathengi basebenzise imithombo yezokuxhumana ukuze bafunde ngemikhiqizo nezimpawu futhi bathole ugqozi isikhathi esingaphezu kweminyaka eyishumi; igama elithi "ezentengiselwano yomphakathi" laqalwa nguYahoo! ngo-2005.
I-Social Commerce, ukubaluleka kwayo okukhulu ku-ecommerce
Kodwa-ke, eminyakeni yamuva nje, amapulatifomu abesebenza ukuqeda ukungezwani kokuthenga umkhiqizo kwenye indawo ngemuva kokuwuthola ezinkundleni zokuxhumana, engeza izinkinobho zokuthenga nezikhwama zedijithali, ngokwesibonelo, ukuze abasebenzisi bakwazi ukuthenga ngqo.
Embikweni weSocial Commerce, iBusiness Insider Intelligence ilinganisela ubukhulu bamanje bemakethe yezentengiselwano yomphakathi, ibikezela ukukhula kwayo esikhathini esizayo, futhi ibheka nokuthi kungani ukukhula kwayo kumile kuze kube manje, nokuthi kungani lokho kuzoshintsha. Siphinde futhi sibheke okunikezwayo kwezentengiselwano kwezenhlalo ezinkundleni zokuxhumana ezinkulu bese sihlaziya ikusasa lenkampani ngayinye esikhaleni.
Ukukhula nokufika kwamakhasimende amasha
Kulesi simo jikelele, kufanele kuqashelwe ukuthi ukukhula kokwamukelwa kwezentengiselwano yezenhlalo kumile eminyakeni yamuva ngenxa yokukhathazeka ngokuphepha nobunyoninco bomsele.
Kepha ukwamukelwa nokusetshenziswa kulungele ukwanda ngenxa yokuthandwa kwezindaba zenhlalo, ithonya lazo, kanye nokwenza ngcono amakhono ebhizinisi ezinkundla zokuxhumana.
Amapulatifomu amakhulu afaka phakathi i-Instagram, i-Facebook, i-Pinterest, ne-Snapchat bathuthukise iminikelo yabo yokuthenga ngethemba lokuthi bazoba yizindawo zokuhweba njengoba kuqala ezentengiselwano.
Ukuhlaziywa ngokuphelele
Kunoma ikuphi, inani lemakethe yezokuhweba kwezenhlalo yase-US libikezelwe eminyakeni emihlanu ezayo. Kubo kuyadingeka ukwenza lezi zenzo ezilandelayo esizozibhala kusukela manje kuqhubeke:
Hlola izithiyo kanye nabashayeli bokukhula ekwamukelweni nasekusetshenzisweni kwezentengiselwano yomphakathi.
Vala izici zokuhweba ezethulwa yi-Instagram, Facebook, Pinterest, ne-Snapchat bese uxoxa ngamasu abo ahlukahlukene, amandla nobuthakathaka.
Hlola izinkampani ezinokubamba iqhaza okuhlukile kwezebhizinisi lomphakathi, kufaka phakathi izimakethe nezinkundla zokukhokha ezisebenzisa amathuluzi omphakathi nokuthi angena kanjani emakethe yezentengiselwano yomphakathi.
Ngabe unentshisekelo yokwazi ukuthi kungani iSocial Commerce iyisimo se-ecommerce ku-2020?
Ukwanda okuqhubekayo kwezebhizinisi lomphakathi
Amabhizinisi akhulisa ulwazi lwawo lwedijithali kuziteshi eziningi, ezinjengezokuxhumana nabantu kanye ne-e-commerce, asungula inzuzo enamandla yokuncintisana. Lokhu kusenjalo, ngo-55% wabathengi abaku-inthanethi abathenga ngesiteshi sezokuxhumana, njenge-Facebook, Instagram, noma iPinterest ku-2018.
Kunezimpawu ezisobala zokuthi ezentengiselwano zezenhlalo zizoqhubeka nokukhula. I-ejensi yezentengiselwano yaseNyakatho Melika i-Absolunet ithole izibalo ezibalulekile ezilandelayo:
- I-87% yabathengi be-ecommerce bakholelwa ukuthi imithombo yezokuxhumana iyabasiza benze isinqumo sokuthenga.
- 1 kubaninimabhizinisi abane bathengisa ngeFacebook.
- Abathengisi abangama-40% basebenzisa imithombo yezokuxhumana ukukhiqiza ukuthengisa.
- U-30% wabathengi uthi bazothenga ngqo ngokusebenzisa izinkundla zokuxhumana.
Kunoma ikuphi, kufanele sigqamise izindlela ezintathu ezinkulu kwezentengiselwano yomphakathi:
Iselula - Izingosi zokuxhumana manje sezihamba kakhulu, futhi abasebenzisi balindele ulwazi olubavumela ukuthi babhekabheke futhi bathenge kumadivayisi wabo weselula.
Okubonakalayo - Amabhizinisi afuna ukwenza igalelo ezinkundleni zokuxhumana kumele amukele ukuthambekela "kokungazinzi" futhi aqhutshwe ngamehlo, ahlonishwe futhi abe yiqiniso.
Ukwethenjwa - AmaBrands afuna ukungena kwezentengiselwano yezenhlalo kufanele afune izindlela zokwakha ukwethembana nokwakha isipiliyoni esiku-inthanethi esibonisa inani elicacile ekuphequluleni nasekuthengeni online.
Yize lezi zitayela zisasebenza, bengifuna ukubhekisisa izindawo ezinhlanu eziqondile zezentengiselwano yezenhlalo ukuthi ama-brand kufanele awanake futhi awabheke njengengxenye yezinhlelo zawo zokuya ezimakethe ngo-2020.
Khulisa amaphrojekthi we-e-commerce ashumekiwe
Njengoba ezentengiselwano zomphakathi ziqhubeka nokuthola umfutho, amanye amapulatifomu asezinzile afuna izindlela zokwenza ngcono amakhono abo e-commerce. I-Instagram ne-Snapchat yizibonelo ezimbili nje zamapulatifomu asebenza kumaphrojekthi we-ecommerce ashumekiwe, enethemba lokuhambisana nezinsiza ezisetshenziswayo zokuhweba zomphakathi.
Ngo-Mashi, i-Instagram yethule isici esisha sokukhokha se-ecommerce ukubhekana nenselelo eqhubekayo yokuletha isipiliyoni sokugcina se-ecommerce sabasebenzisi. I-Instagram Checkout ivumela abasebenzisi be-Instagram ukuthi baqedele ukuthengwa kwemikhiqizo ngaphandle kokushiya uhlelo lokusebenza, futhi ekwenzeni lokho ugcine imininingwane yokuthenga ukuze ukhokhe ngokuzayo.
Ukuhwebelana komphakathi kuzokwanda ngaphezu kweziteshi ezisunguliwe
Njengoba imithombo yezokuxhumana iqhubeka nokuvela, kanjalo nenombolo nobubanzi bezinkundla abantu abazoxhuma kuzo. Noma abangenayo abasha kungenzeka ukuthi abanawo amapulatifomu e-commerce athuthukile njenge-Instagram ne-Snapchat okukhulunywe ngenhla, abathengi basazolindela ukuthi bakwazi ukubuka nokuthenga imikhiqizo ngaphakathi kwezikhala abachitha isikhathi sabo kuzo.
Uhlelo lokusebenza olufushane lwevidiyo iTikTok seluqale ukuzama ezentengiselwano yomphakathi. Ngokuya ngeTechCrunch, iTikTok isiqalile ukuvumela abanye abasebenzisi ukuthi bengeze izixhumanisi kumasayithi e-commerce (noma enye indawo) kubi yephrofayili yabo, kanye nokunikeza abadali amandla okuthumela kalula ababukeli babo kumawebhusayithi wokuthenga.
Lesi sinyathelo seTikTok sithathwa njengesibaluleke kakhulu ngoba sizonikeza ama-brand ithuba lokufinyelela izethameli zakwaGen Z ezisencane, ezenza ingxenye enkulu yabasebenzisi bohlelo lokusebenza bomhlaba wonke abayizigidi ezingama-500.
Ukumaketha okunomthelela kuzoqhubeka nokukholisa
Amabhizinisi afuna ukuvelela kwezentengiselwano yezenhlalo kufanele afune ukusebenzisa ubudlelwano obusha kanye / noma obukhona nabathonya ukwenza ngcono ukufinyelela, ukuzihlanganisa, nokusondelana nemikhiqizo yabo.
Inselelo yokugqama eziteshini zenhlalo yimpi engapheli yokunakwa kwabathengi futhi ama-brand kumele athole izindlela ezintsha nezahlukene zokuqwashisa. Ngokusho kweGlobalWebIndex, cishe ingxenye yesihlanu yabasebenzisi be-Intanethi bathi basebenzisa izinkundla zokuxhumana ukulandela osaziwayo, bafinyelela ikota yeGen Zers lapho basebenza khona kakhulu.
Ukuthandwa kwabathonya kusho ukuthi i-14% yabasebenzisi bedijithali bathola ngemikhiqizo emisha ngokuvunywa okuvela kosaziwayo, kanye nokunye okungu-14% ngokuthunyelwa kwebhulogi ngosaziwayo noma abesifazane. amaphephandaba.
Thatha ithuba lokuqukethwe okuhle kakhulu okubukwayo nevidiyo
Ukukhuphuka kwezentengiselwano yezenhlalo kuqhutshwe ngokwengxenye ngabathengi abasebasha (uGen Z kanye neMillennials ikakhulukazi) befuna izindlela ezintsha, ezihehayo, nezikahle zokuphequlula nokuthenga online.
Ngokusho kweMarketer, ngaphezu kwe-55% yabasebenzisi be-intanethi base-US Gen Z - abenza uhhafu wemfashini abayithenga online - bathe ukuthengwa kwabo kwemfashini kwakamuva kugqugquzelwe ukuphequlula abezindaba. Kwezenhlalo. Futhi cishe izinkulungwane zeminyaka eziningi zathi okufanayo:
Ukuthengwa kwemfashini kukhuthazwe yimithombo yezokuxhumana
Futhi lezi zibalo zabantu abasha nazo ziqhuba ukufunwa kokuqukethwe okunothile, okubukwayo, kufaka phakathi ividiyo. Ngokuya kocwaningo lwe-2018 IAB Video Advertising Spending, yonke imikhakha yezimakethe ibone ukwanda kokutshalwa kwemali ekukhangisweni kwamavidiyo edijithali namaselula. Kusukela ngo-2016, inani eliphelele elichithwe isikhangiso sevidiyo lenyuke ngo-53% futhi kungenzeka liqhubeke nokukhuphuka.
Ukukhula kwezinsizakalo zemiyalezo yangasese
Ngo-2019, iMarketer ilindele abantu abayizigidi eziyizinkulungwane ezingama-2.52 emhlabeni wonke, noma ama-87.1% wabasebenzisi be-smartphone, ukusebenzisa uhlelo lokusebenza lokuthumela imiyalezo okungenani kanye ngenyanga:
Izicelo zemiyalezo yeselula emhlabeni jikelele. Lokhu kukhula kokusetshenziswa kwezinhlelo zokusebenza zemiyalezo, okubandakanya i-Snapchat, i-WhatsApp, ne-Facebook Messenger (eyokugcina ephethwe yi-Facebook), kungaphinde kuthinte indlela abathengi abahlanganyela ngayo nemikhiqizo endaweni ephathekayo.
Umkhuba ojwayelekile wokuya kuzinhlelo zokusebenza zemiyalezo kanye nokuvela kwamathuluzi webhizinisi (njengamathempulethi wesikhangiso se-Messenger kanye nekhathalogi yebhizinisi ku-Facebook Messenger naku-WhatsApp, ngokulandelana) kukhombisa ukuthi lokhu kungaba yindawo esemqoka yokugxila ku-2020. Eqinisweni, i-WhatsApp IBusiness Catalog intuthuko ethokozisayo, ngoba ngeke isize kuphela abasebenzisi ukuthi baxhumane nezinkampani ezifanele, kodwa futhi izovumela nokuthi babone ukuthi yini etholakala ezinkampanini ngaphandle kokuthi bashiye ipulatifomu.
Ikhathalogi yebhizinisi
Njengoba imithombo yezokuxhumana iqhubeka ikhula futhi iguquka, ezentengiselwano zenhlalo zizolandela, zinikeze abathengi izinketho eziningi nezindlela zokuphequlula nokuthenga ngaphakathi kweziteshi ezahlukahlukene zenhlalo. Ngenkathi amapulatifomu amakhulu enze ngcono ukunikezwa kwawo kwezebhizinisi lomphakathi, abangenayo abasha njengeTikTok baqala ukuhlola nokuhlola, ukufinyelela inani elikhulayo labathengi abasebasha abahamba kude nabaholi bamanje.
Amabhizinisi afuna ukuhlola ezentengiselwano ezinyangeni eziyi-12 ezizayo kufanele abheke ukuzama nokufunda esebenzisa amapulatifomu ahlukene, kepha futhi khumbula ukubheka ngaphezu kokufaka izinkinobho 'zokuthenga'. Ngokusho kweGlobalWebIndex, abathengi baya ngokuya besebenzisa inqwaba yeziteshi lapho bethenga ku-inthanethi, ngakho-ke iziteshi zenhlalo kufanele zisetshenziswe ngokuhlangana nezinye iziteshi zezohwebo ukuhlinzeka ngesipiliyoni sabathengi esifanayo kuzo zonke izigaba zohambo lokuthenga.
Izinkundla zokuxhumana
Amapulatifomu ezokuxhumana nabantu anamandla amakhulu, anezinguquko ezingaguquguquki zobuchwepheshe, ukuholwa kwemali etholwayo, kanye nentuthuko efakiwe eyenziwayo ukuletha isipiliyoni esihlakaniphile nesiphakeme sabathengi. Ngokufanayo, izimfuno zabathengi nazo ziguquka njalo futhi ziyaguquguquka, okwenza kube nzima ezinkundleni zokuxhumana nakumabhizinisi ukubhekana nazo. Abathengi bafuna isitolo esisodwa lapho bangahlangabezana khona nezidingo zabo zokuphequlula nezokuthenga.
Futhi ezentengiselwano sezenhlalo sezivele njengobumbano lokuphikisana nokuhlangabezana nalezi zidingo zabathengi ngokuhlanganiswa kokuhlangenwe nakho kokuthenga nokuzulazula kwemithombo yezokuxhumana.
Ukuhwebelana kwezenhlalo ukuhlanganiswa kokuthengwa kwe-inthanethi nokuphequlula umphakathi lapho ukuxhumana nomphakathi okufana ne-Instagram, Facebook, YouTube ne-Pinterest kuxhashazwa khona njengendlela yokwazisa nokuthengisa imikhiqizo nokunikezwa kwenkampani.
Ezentengiselwano zezenhlalo ziyinto edingeka kakhulu ezweni lanamuhla njengoba zifushanisa uhambo lomthengi lokucwaninga, ukuthola, ukuqhathanisa, ukuhlola nokuthenga umkhiqizo kumakhasi ewebhu ahlukile nakumawebhusayithi. Futhi kuguqula iphuzu lokukhuthazwa libe yindawo yokuthengisa, okuvumela abasebenzisi ukuthi bayithenge ngesikhathi sangempela ngokuchofoza okuncane ngokusebenzisa amanethiwekhi omphakathi.
Inzuzo enkulu yezentengiselwano yezenhlalo ukuthi ibhekela izingqinamba zamazinga aphezulu e-bounce, ukuguqulwa okuphansi, ukushiywa kwenqola, nokuzibandakanya okuphansi amabhizinisi abhekana nakho kulo lonke i-digital spectrum. Kuye kwathiwa ama-30% wabasebenzisi bezokuxhumana, noma abasebenzisi abayizigidi ezingama-500 ngosuku, bafuna ukuthenga imikhiqizo ngqo enkundleni yezenhlalo. Futhi lobu ubufakazi bokuthi kungani ezentengiselwano zenhlalo zibalulekile kwezentengiselwano eziku-inthanethi.
Sibhale ezinye izitayela zokuhweba zomphakathi ongazazi kulo nyaka. Izokusiza ukuheha ukuhola, uthole ukuguqulwa okungcono, ukukhulisa ukuqwashisa, ukuqhuba ukuzibandakanya, nokwengeza imali engenayo.
Izithombe zomkhiqizo osezingeni eliphakeme
Ukuhlanganiswa kwezithombe zomkhiqizo osezingeni eliphakeme, amavidiyo abukhoma, amavidiyo wokubuyekezwa komkhiqizo, nokuqukethwe okubukwayo okwenziwe ngumsebenzisi kudonsela ukunaka kwabasebenzisi ngokushesha futhi kubenze bahlanganyele isikhathi eside ebhizinisini.
Sonke sike sakubona lokhu ngesikhathi esithile ezimpilweni zethu lapho sifuna ukuthenga okuthile esikuthola ezinkundleni zokuxhumana kodwa sasingazi ukuthi sikubhekaphi.
Ezentengiselwano zenhlalo zisenza lula ngathi ngokuxhumanisa okuhehayo okubonakalayo kwemikhiqizo nenketho yokuthenga, okwenza impilo yomthengi ibe lula futhi ibe lula.
Ukuhlanganiswa kweziteshi zokuthenga
Ngethonya elikhulayo lezokuxhumana ezimpilweni zabantu nasezinqumweni zabo empilweni yangempela, izinkundla zokuxhumana ziphinde zathengisa iziteshi zazo ukuzenza zikhange futhi zithakazelise.
Okuqukethwe okungathengwa yilokho okuqoqwa ngokuzenzakalela kusuka ezithombeni nakumavidiyo akhiqizwa ngumsebenzisi ngemikhiqizo, ngama-hashtag, amathegi nokushiwo kwe-Instagram, Facebook ne-Twitter, okuvumela izivakashi ukuthi zithenge umkhiqizo ngqo kusuka kokuthunyelwe.
Esikhundleni sokukhangisa imikhiqizo ngokuqukethwe bese uqondisa kabusha izinhlaka ezithintekayo ekhasini lomkhiqizo noma kuwebhusayithi. Kufanele bayithengise ngqo kusuka kokuqukethwe kwephromoshini.
Lokhu kuzokonga isikhathi, imali nomzamo kubo bobabili amabhizinisi nabathengi. Futhi, ukuhamba epaki ukwenza noma yikuphi okuthunyelwe kungabizi ngokusebenzisa okulula nokusebenzisa amathuluzi ezentengiselwano yomphakathi.
Khuthaza ubufakazi bomphakathi nge-UGC
Imikhankaso yezenhlalo ene-UGC ithola ukubandakanyeka okungaphezulu okungu-50%, ikakhulukazi ukumakethwa komkhiqizo ngokuqukethwe kwe-UGC kuthola inzalo nokuzibandakanya okuphindwe kasikhombisa. Kodwa-ke, eminyakeni yamuva nje, amapulatifomu abesebenza ukususa ukungqubuzana kokuthenga umkhiqizo kwenye indawo ngemuva kokuwuthola ezinkundleni zokuxhumana, engeza izinkinobho zokuthenga nezikhwama zedijithali.
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