Kugadzira Iyo Inoshanda Global Marketing Strategy neConveyThis
Kugadzira Yakabudirira Global Marketing Strategy
Munyika yedu yemazuva ano yedhijitari, miganhu yenzvimbo inoisa zvipingamupinyi zvishoma mukuwedzera kwebhizinesi kupfuura nakare kose. Nekuda kwekudyidzana kwepasirese uye mamwe marongero akavhurika ekutengeserana, kutora zvigadzirwa nemasevhisi kune vateereri vepasirese zvinogoneka kupfuura nakare kose. Nekudaro, kunyatsoita vatengi vekumhiri kwemakungwa kunoda kunyatso gadzira nzira dzekutengesa dzenzvimbo dzakagadzirirwa musika wega wega.
Iri gwara rakadzama rinoongorora maitiro ekuvaka anochinjika ekushambadzira epasirese zvirongwa uku uchipa chaiwo-epasi mienzaniso yemabhureki akazviita. Verenga kuti utarise zvizere pane izvo zvinotora kuti ubudirire kukwezva vatengi pasi rose.
Kutsanangura Global Marketing Strategies
Urongwa hwekushambadzira hwepasi rose hunoenderana nekuzivikanwa kwemhando uye chiono neanonangwa ekusimudzira nzira dzakagadzirirwa kumatunhu ekunze. Chinangwa chiri kuunza inowirirana brand ethos pamisika yese uku uchitumira meseji, kupa uye zviitiko kuti zvienderane nehunhu hwedunhu uye zvaunofarira.
Zvimiro zvepasi rose zvekushambadzira zvinosanganisira:
- International - Uniform yekushambadzira nzira pasi rese pasina kugarisana
- Multi-Domestic - Inorema kutarisa pakugadzirisa matekiniki emusika wega wega wemuno
- Global - Simbiso pakubudirira kwemutengo uye kumisa pamusoro penzvimbo
- Transnational - Kuenzanisa nharaunda nekuenderana kwepasirese
Zvisinei nemaitiro ehungwaru, shanduko inotungamirwa netsvakiridzo yakanangana netsika nuances, ruzivo rwevatengi, uye maitiro emuno akanyanya kukosha pakubudirira kwekushambadzira kwepasirese.
Iwo Kure-Kusvika Mabhenefiti eGlobal Marketing
Kuvandudza hunyanzvi hwekutengesa pasi rose kunopa zvakakosha zvakakosha:
- Yakawedzera ruzivo rwemhando uye kusvika nekudzvanya munzvimbo itsva dzemhiri kwemakungwa
- Yakadzikisa mitengo yekushambadzira kuburikidza nekubatanidzwa kwezvinhu zvemhando yepamusoro uye simba rekutenga repakati
- Yakakwidziridzwa mhando yechigadzirwa uye kukwezva kuburikidza nekuvandudzwa kwenzvimbo kunogadzirirwa kumusika wega wega
- Makwikwi emuganho kubva kukusimudzira ruzivo rwepasirese uye kubatanidza ruzivo rwepasirese
Nehurongwa hwepasirese hwakanyatsogadzirwa, basa rekushambadzira rinobva pamutengo wepakati kuenda kune purofiti injini inotyaira kuwedzera mari yepasirese uye kugovana.
Zvinodiwa zveKuvaka Chirongwa Chinoshanda Chekushambadzira Kwepasirese
Kutangisa kushambadzira kwakabudirira pasirese kunoda kumberi kwekutanga:
Tsvagiridzo yakakwana yemusika - Ongorora maitiro evatengi, maitiro, kuvhiringidzika, uye zvaunofarira munzvimbo yega yega inotarirwa. Dzivisa generalization. Maonero akasiyana evatengi ndiwo akakosha.
Kunzwisisa marwadzo mapoinzi - Ziva misika-yakananga marwadzo mapoinzi uye zvinodiwa kuburikidza neongororo, kubvunzurudza, uye kuongororwa kwedata. Localization inofanira kugadzirisa izvi zvakakodzera.
Multi-regional kuronga - Gadzira nzira dzakabatanidzwa uye mishandirapamwe inodzikamisa kuenderana pamisika yese neyakarongedzerwa dunhu rinoenderana nekudzidza.
Localization - Tailor mameseji, midziyo yekugadzira, chiteshi, kudyidzana uye nezvimwe kuti zvienderane netsika tsika uye kurira mune yega yega mamiriro enzvimbo. Asi dzivisa shanduko nekuda kwekuchinja chete.
Kunyatsogadzirira kunopa ruzivo rwekutungamira zano uye tactical activation. Nenheyo iyi, chirongwa chekushambadzira chepasi rose chinogona kutora chimiro.
Kuunza iyo Global Marketing Plan kuHupenyu
Nehwaro hwakakosha hwakapedzwa, chirongwa chepasi rose-chakagadzirira kushambadzira chinoungana sei mukuita? Kunyangwe nzira dzakananga dzichasiyana, zvirongwa zvepasirese zvinoshanda zvinowanzo ratidza izvi zvakakosha zvinhu:
- Chiratidzo chechiratidzo chakabatana uye kumira pasi rose, zvinoenderana nehunhu hwekambani
- Centralized kuvandudza kwezvinhu zvakakosha senge marogo, masirogani, uye chitupa chekuona
- Yakagovaniswa zvirongwa zvepasi rose pamapuratifomu edhijitari uye nzira dzesocial media
- Economies of scale through global agency hukama uye kutenga simba
- Kusarudzika kwedunhu kwemadingindira ekutumira mameseji zvichienderana neruzivo rwetsika
- Yakagadzirirwa madhijitari zviitiko, kukwidziridzwa uye kudyidzana kunoenderana nekunaka kwenzvimbo
- Kugadziriswa kwezvinhu zvemuviri, kurongedza uye zviratidziro kuti zvienderane nematunhu aesthetic maitiro
- Nuanced shanduro uye transcreation kuitira maximal localization resonance
- Kushandiswa zvine mwero kwevamiriri vepasirese uye vemuno brand uye vanofurira
- Zvikwata zvakabatana zvemudunhu kuti zvionekwe pamikana inoenderera mberi yenzvimbo
Iyo yekupedzisira formula inopindirana inosanganisa kumira neyakagadzirirwa dunhu activation - funga pasi rose, ita munharaunda.
Kufambisa Izvo Zvipingamupinyi zveGlobal Marketing
Ndichiri kuendesa kwakakosha kumusoro, kushambadzira kwepasirese kunouyawo nematambudziko ekufamba uchifunga:
Kuchinjira kune vakasiyana-siyana vateereri - Kuisa mishandirapamwe yenzvimbo kuti ienderane neyakasiyana tsika tsika uku kuchengetedza kutendeseka kwemhando inyanzvi nesainzi. Dzivisa imwe-saizi-inokodzera-zvose pfungwa.
Mitemo yekufambisa - Teerera kumitemo, mirau yekuvanzika, uye tsika dzetsika munyika dzese dzakanangwa. GDPR, kodzero dzevanhu, etc. Kuteerera kunogonesa kubudirira.
Kuturikira zvisina mhosva - Kunyatsoita mutauro, mazwi uye kutumira mameseji kwakakosha pakuita basa uye kutendeuka. Dzivisa kududzira zvisiri izvo zvinonyadzisa.
Kuronganisa maitiro -Nemisika yakawanda inotarirwa, kugadzirisa mafambiro ebasa munzvimbo dzese, masangano uye zvikwata zvemukati zvakakosha pakugadzirisa kuoma.
Monitoring ROI - Isa chirango analytics munzvimbo kubva pakutanga kuyera kubudirira kwekushambadzira uye kutungamira zano munharaunda yega yega huru.
Nekunyatsoronga, zvipingamupinyi izvi zvinokurirwa. Kukwirira kunoita kuti kukunda kwavo kuve kwakakosha.
Mienzaniso Yakakosha Yekushambadzira Kwepasirese Kwakaitwa Zvakanaka
Kutarisa mhando dzemhando yepamusoro pakusimudzirwa kwepasirese kunopa mhando dzebudiriro:
Domino's Pizza - Inopa zvemuno toppings nemusika uchichengeta musimboti menyu uchienderana. Inosimbisa flexible localization.
McDonald's - Inozivikanwa nezvemusika-yakasarudzika menyu zvinhu zvakapetwa neyakajairwa branding. Zviyereso zvinosvika.
Nike - Inogadzira makampeni epasi rose akabatanidzwa echiratidzo anounzwa kuhupenyu kuburikidza nemunharaunda pesvedzero kudyidzana. Inobudirira pane yakarongeka personalization.
Coca-Cola - Inosanganisa midziyo yepasirese senge kushambadzira kwaSanta nemhemberero dzetsika dzenzvimbo mukuita kwedunhu. Universal asi munharaunda.
Ava varapi vanotungamira vanopa kurudziro kune vatengesi vanofamba nepasirese-yenzvimbo chiyero.
Basa Rakakosha reMitauro yakawanda Digital Zvakaitika
Nepo kudhindwa, kunze, TV, uye ruzivo zvichiramba zvakakosha, madhijitari zvino agara panzvimbo yepamusoro yekuedza kwepasirese kushambadzira nekuda kwekusvika kwavo, kunanga, uye kuyerwa.
Mudhijitari, zvakagadzirirwa zviitiko zvemitauro yakawanda ndiyo kiyi yekubatana kwevatengi. Kushambadzira kunoitwa munharaunda kwetsika hakuna zvakunobatsira kana mawebhusaiti achiramba ari Chirungu-centric.
Nechinofadza, mhinduro dzemazuva ano dzeshanduro dzakaita seConveyThis inobvumira kusaiti kuchinjika kune vateereri vepasirese zviri nyore. Kubatanidza AI nenyanzvi dzemitauro yevanhu, vanopa peji yega yega muzvinyorwa zvemuno, mifananidzo, vhidhiyo uye zvimwe pamwero. Izvi zvinorerutsa kuongorora miganhu mitsva.
Nyanzvi Mazano eKushambadzira Kwepasirese Kubudirira
Zvichienderana nemhedzisiro yakaratidza, heano kurudziro yekuwedzera kushambadzira kunokanganisa kumiganhu:
- Nyura mutsika nevatengi vemunharaunda usati waita mumatunhu matsva. Dzivisa fungidziro.
- Bvunza vadyidzani vemunharaunda varipo kuti vagadzirise zvirongwa nemidziyo kumusika wavo.
- Ita shuwa kuti brand identity zvinhu zvakaita selogos zvinodarika tsika nemagariro kuburikidza nedhizaini yepasirese.
- Pamberi pekudyara kwakazara kwenzvimbo, bvunzo kudiwa neChirungu-mutauro wedhijitari mishandirapamwe.
- Pima maitiro epamhepo uye analytics nguva nenguva kuona mikana yekukura pasirese.
Nemafungiro akanaka emunharaunda, chero mhando inogona kushandura kubva kumutambi wepamba kuenda kune yepasirese powerhouse.
Iyo Ramangwana Rinoshanduka reKushambadzira Kwepasirese
Nepo kushambadzira kwepasirese kusingaratidzi zviratidzo zvekudzikira mukukosha, chimiro chayo chicharamba chichishanduka mumakore gumi ari mberi:
- Shanduko ichakwira sezvo kusarudzika nekushandura kunowedzera kuve kwakaoma.
- Kusarudzika uye kugadzirisa kuchawedzera kuitika zvakarongwa kuburikidza nemuchinjika-regional mutengi data uye hungwaru.
- Zviitiko zvedhijitari zvichave zvekutanga brand touchpoint sezvo ecommerce uye internet yekupinda ichikura pasi rose.
- Nharembozha-yekutanga nzira dzichatonga, sezvo mafoni anoramba ari ekutanga dijitari mudziyo pamisika zhinji iri kusimukira.
- Nharaunda dzekudyidzana dzedunhu dzichaisa nzvimbo dze activation sezvo tekinoroji yekudyidzana iri kure ichivandudza.
- Attribution modelling uye multi-touch analytics ichabatanidza kuedza kwepasirese kune kutengesa kwenzvimbo kunokanganisa zvirinani.
Vatengesi veSavvy vanozobatanidza maitiro aya muhurongwa hwavo uye maitiro ekuchengetedza mukana wemakwikwi pasi rese.
Iyo Mandate Yekushambadzira Kwepasirese
Kumabhizinesi ehukuru hwese mumaindasitiri, kuvandudza kushambadzira kwepasirese kugona hakuchisiri sarudzo - chinhu chakakosha pakukura. Nyika inoenderera mberi nekudyidzana kwepasirese, uye vatengi kwese kwese vanoda zvakagadzirirwa zviitiko zvemuno.
Nemazano, maonero uye mhinduro dzakatsanangurwa mugwaro iri, mabhureki anogona kusimuka kuti asangane neizvi. Nepo kushambadzira kwepasirese kuchiunza kuomarara, kunoitwa nemazvo, kunoburitsa mibairo yakakura nekuvhura mahorizons asina kumboitika. Inguva ikozvino yekuti vatengesi vafunge zvakakura nekuita zvemuno pasi rese.
Ndizivise kana iwe uchida chero tsananguro kana uine mimwe mibvunzo yakavakirwa pane iyi yakazara ongororo yekubudirira kushambadzira pasi rose munyika yanhasi yakabatana. Ndiri kufara kukupa chero humwe ruzivo rungabatsira.
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