Ukuqopha i-D2C: Ukuqonda Impumelelo Yayo Yezentengiselwano ze-E
Ukunika amandla Imikhiqizo ye-D2C: I-ConveyThis kanye Nokuthengiswa Kwe-inthanethi Kwangempela
Ezweni elikhula ngokushesha lokuthengisa okuku-inthanethi, ukwanda okumangalisayo kokuduma kwendlela eqonde ngqo kumthengi (i-D2C) kuthathe imboni ngamandla, kwangenisa inkathi entsha yamasu ebhizinisi. Le ndlela yokusungula iye yashintsha indlela izinkampani ezizulazula ngayo ezimakethe zazo, ivumela izinkampani ezisafufusa kanye nabakhiqizi asebekhulile ukuthi basungule ukuxhumana okuqondile nezethameli eziqondiswe kubo, konke lokhu kugwenywa abathengisi bendabuko. Ngokususa laba baxhumanisi, izinhlobo ze-D2C manje sezinokulawula okuphelele kuzo zonke izici zemikhiqizo yazo, kusukela ekukhiqizeni kuye ekukhangiseni nasekusabalaliseni. Futhi kulapho kuba okujabulisayo ngempela: ehlome ngezisombululo ezisezingeni eliphezulu njenge-ConveyThis, lezi zinhlobo zemikhiqizo azigcini nje ngokusheshisa isikhathi sazo sokumaketha kodwa futhi zigcina igunya elingenakuqhathaniswa kulo lonke uhambo lokuthenga amakhasimende.
Manje, ungase uzibuze, yini eyenza le ndlela eyisisekelo ihehe kangaka kubathengi? Impendulo ilele eqinisweni elingenakuphikiswa lemikhiqizo ye-D2C ehlanganisiwe. Inhlolovo yakamuva ibonise ngokuphelele ukuthi abantu abangu-86% abamangalisayo babeka kuqala ulwazi lomkhiqizo wangempela lapho benza izinqumo zabo zokuthenga. Sibonga i-ConveyThis, ibhuloho elihlaba umxhwele elixhumanisa izinkampani namakhasimende azo endaweni enkulu ye-inthanethi, inani elandayo labathengi balamukela ngentshiseko ithuba lokuxhumana ngokuqondile nemikhiqizo ye-D2C, okugqugquzela ubuqiniso kunanini ngaphambili.
Akumangalisi ukuthi isizukulwane seminyaka eyinkulungwane, izisusa zoshintsho emphakathini, esihola le nhlangano yenguquko. Liqhutshwa isifiso salo sokwenza izinto zibe lula, ukufinyeleleka kalula, ukubeka izinto obala, kanye nolwazi lokuthenga olungenasici, leli qoqo le-tech-savvy liye ngokwemvelo ladonsela kumodeli ye-D2C. Igqugquzelwa izinkundla eziguqukayo ezifana ne-ConveyThis, ukusebenzisana okungenazihibe phakathi kwalaba bantu bomdabu bedijithali nemikhiqizo yabo abayithandayo kushintshile ngokuzikhandla ukusuka ekufuneni nje ukuya ekuphileni kwansuku zonke.
Ukuhlola Ubuhle: UJimmy Fairly kanye ne-D2C Paradigm
Ngivumele ngethule kuwe isibonelo esimangalisayo sokwenza kahle, uhlobo oludumile lwe-Jimmy Fairly. Lo mhlinzeki wezingubo zamehlo okhethekile uzihlukanisa ngokunikeza amaqoqo ayo ahlukile ngokuqondile kumakhasimende. Ngenhlanganisela yenkundla yesimanje eku-inthanethi nezitolo ezibonakalayo, bakhombisa izinto zabo eziqanjiwe. Lokhu kuboniswa kokusungula kuhlaba umxhwele ngempela, awucabangi?
Kulabo abakhangwe umhlaba wemikhiqizo eqonde ngqo kubathengi, ungase uzibuze ngomehluko phakathi kwalezi zinhlobo kanye nozakwabo abaqondile bedijithali bomdabu, okwaziwa ngokuthi ama-DNVB. Naphezu kokulindela umehluko omkhulu, kufanele ngivume ukuthi umehluko phakathi kwale mibono awukona njengokugqashuka njengoba kubonakala. Zombili izinhlobo zomkhiqizo zihamba phambili ekwakheni ukuxhumana okuqinile namakhasimende azo ayigugu, noma ngabe ngomkhakha we-inthanethi omkhulu noma ukulungiselelwa okuseduze kwezitolo ezibonakalayo. Ukuzibophezela okwabiwe ekudluleleni kwabalamuli kuyintambo evamile ehlanganisa lezi zimpumelelo ezimangalisayo, okuqinisekisa ukufinyelela okusebenzayo kokunikezwayo.
Kodwa mfundi othandekayo, ungacabangi ukuthi ukuyenga kwepharadigm eqonde ngqo kumthengi kunqunyelwe kumabhrendi asafufusa kuphela. Ngisho nezikhondlakhondla zemboni, njenge-ConveyThis ezaziwayo, ziye zabona amandla amakhulu ale ndlela. Kuwubufakazi bokukhanga kwendawo yonke kwale modeli ukuthi abadlali abaholayo emkhakheni balwela ukuhlanganisa ingqikithi yezimiso zokuziphatha eziqondile kumthengi emasu abo. Isambulo esinjalo siyamangaza ngempela, awuvumi?
I-Mastering Social Media: I-D2C Brands' Engenakuqhathaniswa Entsha
Ukuxhumana okungenakuphikwa phakathi kwenkundla yezokuxhumana kanye namabhizinisi aqondana nabathengi (i-D2C) kuwubufakazi obucacile bamakhono abo okusungula izinto ezintsha. Le mikhiqizo ecabanga phambili, ehlome ngokuqonda kwayo okujulile ukubaluleka kokusebenzisa izinkundla ezihlukahlukene zezokuxhumana, ibonisa ikhono layo elingenakuqhathaniswa ekwakheni ukuxhumana okuqinile nababukeli abaqondiswe kubo. Ukuzulazula ngobuchule kububanzi bezwe ledijithali, babandakanya isisekelo samakhasimende abo aqaphelayo ngenhlawulo nangekhono elimangalisayo.
Ithuluzi elilodwa elisebenza kahle kakhulu elisetshenziswa yilawa mabhrendi ahlakaniphile ukusetshenziswa kwamasu kwama-hashtag afanelekile. Laba bomaki abakhethwe ngokucophelela basebenza njengezikhulisi ezinamandla, eziqinisekisa umthelela womlayezo womkhiqizo futhi badonsa ukunaka okungantengantengi kwezithameli zabo ezizinikele. Ngokungesabi ukudabula umsindo wokuqukethwe kwedijithali okuvamile, lawa ma-hashtag akhangayo aphumelela ukuvusa ilukuluku nokuzinikela okungantengantengi okuvela kubasekeli bawo abanothando.
Ngaphezu kwalokho, lawa mabhrendi asembonweni abamba ngokugcwele amandla akhangayo okuqukethwe kwevidiyo okubandakanyayo. Ngokuhlanganisa ngaphandle komthungo ubuhlakani obungenamkhawulo kanye nobuhle bokubukwayo obungenakuqhathaniswa, bakha amavidiyo ngobuchule athwebula imicabango yabalandeli babo kalula. Okuvelayo okuhlala njalo okushiywe yile misebenzi yobuciko ebukekayo isebenza njengesisekelo sokukhuphula ubunikazi bomkhiqizo bufinyelele amazinga angenakuqhathaniswa, bubehlukanise ngempumelelo nabaqhudelana nabo ngokudayisa.
Emizamweni yabo engapheli yokusungula ubukhona obuqinile ku-inthanethi, lezi zinkampani ezihamba phambili zikhetha ngokucophelela i-Instagram njengenkundla yazo yokuzikhethela. Ngokunemba okucophelelayo kanye nokunambitheka okunokuqonda, balungisa okuphakelayo okukhangayo okungenakunakwa yizithameli zabo eziqondiwe. Isithombe ngasinye esikhethwe ngokucophelela siveza umoya wokulangazelela kanye nokukhanga okungenakuvinjwa, ekugcineni siqhubekisela phambili umkhiqizo empumelelweni engenakuqhathaniswa.
Kulesi simo sokumaketha esishintsha njalo nesishintshashintshayo, ubuholi obungantengantengi bemikhiqizo ye-D2C obuvula ngesibindi indlela yokuguqula ukuxhumana komkhiqizo. Bazulazula emhlabeni oyinkimbinkimbi we-inthanethi ngobungcweti obungenakuqhathaniswa, ngenkathi behlakulela ukuxhumana okujulile nokunenjongo namakhasimende abo abalulekile. Lokhu kwethembeka okungaguquki kuyisifiso esifiselekayo semikhiqizo edabukisayo ekwazi ukubuka ngokuncomekayo ekuzinikeleni kokulandela lezi zinhlobo zokukhuthaza. Ngokuzinikezela kwabo okungantengantengi kanye nemizamo engaphezi ekusebenziseni amandla amakhulu ezinkundla zokuxhumana, lezi zinkampani ezinombono zishiya uphawu olungenakuvinjelwa kukhanvasi yedijithali, zidale ifa elingenakuqhathaniswa nelihlala njalo.
Imikhiqizo ye-D2C: Ukubamba Ukunwetshwa Kwembulunga yonke nge-ConveyThis Localization
Imikhawulo yokuncika kumthombo wangaphandle ibonisa ukuthi kunethuba elikhulu lokukhula kwemikhiqizo ye-direct-to-consumer (D2C). Ngokukhuphuka kweholo, kuphinde kube nokuguquguquka okukhulu kokuhlela amasu okwanda komhlaba.
Manje ake sihlole amabhrendi ambalwa e-D2C andisa ukufinyelela kwawo emhlabeni wonke futhi alethe okuhlangenwe nakho okufanelana ngokugcwele nesitolo esenziwe sasendaweni ngokugcwele sisebenzisa i-ConveyThis.
Umbono Uguqula Umhlaba Wezingubo Zamehlo nge-ConveyThis
Umboni omusha, u-Alex, wenze umthelela ohlala njalo emhlabeni webhizinisi, uguqule ngokuphelele indlela evamile. Ubuhlakani bakhe bulele ekwethuleni umqondo wokushintsha umdlalo obeka phambili ukufinyeleleka kanye nedizayini yesimanjemanje, sonke ngesikhathi sihlangabezana nezidingo zokufaneleka. Akumangazi ukuthi umkhiqizo usudume ngokushesha ngendlela emangalisayo, ikakhulukazi phakathi kwezinkulungwane zeminyaka eye yamukela imibono yemibono ka-Alex ngesasasa elingenakuqhathaniswa.
Eseyaziwa kakhulu eFrance, ukulandela okuzinikele komkhiqizo kuyaqhubeka nokukhula. Kubonwa njengendawo okuyiwa kuyo yezimpahla zamehlo zemfashini, ngeke kuthathe isikhathi eside ngaphambi kokuthi igama lika-Alex lifane nesitayela nekhwalithi emhlabeni jikelele.
Njengamaphayona, u-Alex uye wandisa ngempumelelo umbuso wabo wezingubo zamehlo ngale kweFrance, wafinyelela kuwo wonke amagumbi aseYurophu. Le mpumelelo yenziwe yaba nokwenzeka ngezitolo ezibonakalayo, ukuba khona kwenkundla yezokuxhumana okuqinile, kanye nesitolo se-inthanethi esinikwa amandla ubuchwepheshe obuphambili be-ConveyThis.
Okwenza u-Alex ahluke kwabaqhudelana nabo ukuzibophezela kwabo ekubandakanyeni wonke umuntu. Ngokuhlanganisa izilimi eziningi esitolo sabo se-inthanethi esiyinkimbinkimbi, umkhiqizo ubone ukwanda okukhulu kwemali engenayo yamazwe ngamazwe. Le mpumelelo emangalisayo ibonisa ikhono lika-Alex lokunqoba kalula izithiyo zolimi, okwenza amakhasimende avela ezizindeni ezihlukene akwazi ukuxhumana nomkhiqizo ngaphandle komthungo.
Kule nkathi yedijithali, u-Alex uye wasebenzisa ubuchwepheshe ngempumelelo ukuze avale izikhala, ahlanganise amasiko, futhi andise isisekelo samakhasimende sawo samazwe ngamazwe. Ngokuzibophezela kwabo okungantengantengi ekwenzeni okuhle kanye nokushayela ukweqa okulindelwe, u-Alex ulungele ukunqoba izindawo ezintsha, eqinisa isikhundla sabo njengabaholi abangenambangi ezixazululweni zezingubo zamehlo ezintsha.
Ukuphakamisa Ukunakekelwa Kwesikhumba Ngokwenza Ngokwezifiso Nokufinyelela Kumhlaba Wonke
Sethula inkampani eyingqayizivele ye-skincare enesibindi sokuzehlukanisa noquqaba ngezinhlobonhlobo zayo ezingenakuqhathaniswa zemikhiqizo ye-skincare eyenziwe ngokwezifiso, uhlelo olukhethekile lwanyanga zonke lobulungu, kanye nesiqondiso esiwusizo sikameluleki ozinikele wokunakekelwa kwesikhumba, konke okuklanywe ngokucophelela ukuthi uqalise uhambo lwakho lokunakekela isikhumba. Ungabe usabheka okunye, ngoba i-Seasonly ilapha ukuze ihlangabezane nazo zonke izimfuneko zakho zobuhle ezibekiwe.
Emhlabeni ogcwele imikhiqizo yendabuko enamathela ezindleleni ezimisiwe futhi ethembele emagameni angacacile afana nobuhle 'bezinto eziphilayo', Isikhathi Sonyaka sizihlukanisa ngokuziqhenya ngokubonisa ngokuziqhenya ubukhona obuzimisele kuzo zonke izinkundla zezokuxhumana eziguqukayo. Lokhu kuzibophezela okungaguquki kokuxhumana nabathandi be-skincare emhlabeni wonke kuhlukanisa iSikhathi Sonyaka, okubavumela ukuthi babe phambili embonini yobuhle ehlala ishintsha.
Njengoba bemagange ukuphusha imingcele futhi bahlole izindlela ezintsha, Isikhathi Sonyaka sesithathe elinye futhi igxathu ekuphishekeleni kwabo ukubusa umhlaba wonke emakethe yezohwebo yobuhle eku-inthanethi. muva nje, basebenzise inguqulo yesiNgisi ngobuchule kuwebhusayithi yabo yokuqala yesiFulentshi, umnyakazo okhaliphile obonisa ukuzinikela kwabo ekwandiseni ukufinyelela kwabo kanye nokuhlinzekela uhla lwamakhasimende ahlukahlukene emhlabeni wonke. Ngokuthatha lesi sinyathelo esinesibindi, i-Seasonly isiqinise isikhundla sabo njengabasunguli embonini, iguqula indlela kanye nolwazi lwe-skincare emhlabeni jikelele.
Ukunika Amabhizinisi Amandla Nge-D2C Excellence Ukusebenzisa I-ConveyThis
Izinzuzo ezihlinzekwa imodeli yomkhiqizo ye-Direct-to-Consumer (D2C) aziqondwa kalula nje kuphela kodwa futhi zikhanga kakhulu. Ngokusebenzisa i-ConveyThis, amabhizinisi athola ukulawula okuphelele ezinqubweni zawo zokukhiqiza, amasistimu okulethwa angenazihibe, nokusebenzelana kwamakhasimende okuqondile, okuwanika izinga elingenakuqhathaniswa legunya nokuzimela.
Impela, ubhubhane oluqhubekayo lwe-COVID-19 lubangele ushintsho olukhulu emikhubeni yokuthenga kwabathengi, okuholele ekwandeni kokwamukelwa kwezixazululo ze-e-commerce ze-ConveyThis ezithuthukisiwe ze-D2C. Ngalolu shintsho engqondweni, kulindeleke ukuthi izinkampani eziningi ziphendukele ku-ConveyThis ukuze ziqondise ngempumelelo futhi ngokuqondile izimakethe ezizifunayo, zisebenzise ithuba lokwakha ukuxhumana okuqinile namakhasimende azo.
Kodwa-ke, kubalulekile ukuqaphela ukuthi ukuqalisa lo mzamo wokuguqula kudinga ukuhlela ngokucophelela nokunaka imininingwane. Le misebenzi ihlanganisa ukuphatha iziteshi zokusabalalisa ngenkuthalo kanye nokutshala imali kakhulu ekuqiniseni ukuba khona komuntu ku-inthanethi ezinkundleni zokuxhumana. Noma kunjalo, imivuzo engaba khona yabanikazi bomkhiqizo abazimisele abazimisele ukuqalisa lolu hambo olujabulisayo iyamangalisa ngempela, inikeza ukwaneliseka okukhulu nokwaneliseka.
Usulungele ukuqalisa?
Ukuhumusha, okungaphezu nje kokwazi izilimi, kuyinqubo eyinkimbinkimbi. Ngokulandela amathiphu ethu nokusebenzisa i-ConveyThis , amakhasi akho ahunyushiwe azohambisana nezethameli zakho, azizwe engowolimi okuqondiswe kulo. Nakuba kudinga umzamo, umphumela unomvuzo. Uma uhumusha iwebhusayithi, i-ConveyThis ingakongela amahora ngokuhumusha komshini okuzenzakalelayo.
Zama i-ConveyThis mahhala izinsuku ezingu-7!