Iphulo lokupapashwa eliyimpumelelo lihambisa ulwazi malunga neemveliso kunye neenkonzo, ukhangela abathengi kwaye ivelisa iimveliso. Ukunyusa umthengi ukuba enze isenzo, kufuneka ukhethe ukukhangisa okulungileyo. Iintlobo zeentengiso zanamhlanje zibetha kwiintlobo zabo.
Uhlobo olufanelekileyo lwezobhengezo zoshishino ngokuthe ngqo lusekelwe kubaphulaphuli balo. Uhlobo olukhethiweyo lweentengiso kufuneka lufeze ngokufanelekileyo icandelo elithile labathengi. Ngokomzekelo, umnini-shishini uyazi ukuba umthengi wakhe unokufunda iphephancwadi ethile, kuya kuba nengqiqo ukuthumela incwadi malunga nemveliso yakhe okanye inkonzo kuyo.
Iintlobo zentengiso kunye neempawu zabo
Ukwahlulelwa kweentlobo zeentengiso zidibene ngeentlobo ezimbini:
- ngenjongo;
- ngendlela yokudluliswa kolwazi.
Uhlobo lokuqala luhlula zonke iintengiso kumbono, kuxhomekeke kwinjongo eqhubekayo. Ukwabela oku kulandelayo:
- Ukwazisa (kuchaza abaphulaphuli malunga nemveliso okanye inkonzo esetyenziswe kwisigaba sokusungula kwiimarike);
- ukukhuthaza (ukukhuthaza umntu ukuba enze ukhetho ngokuphathelele kwimveliso ethile okanye inkonzo, kubalulekile ekubunjweni kwemfuno ekhethiweyo);
- ukukhumbuza (ukukhumbuza inkonzo okanye umkhiqizo, iindawo zokuthengisa, iipropati kunye nokunye, kubalulekile kwinqanaba lokuzalisa);
- ukuqinisa (ukuxhasa ukuqonda, ukukhuthaza ukhetho lomthengi, kubalulekile nakwinqanaba lokuzondla);
- umfanekiso (uthetha ngokuqina, ukunyaniseka nokuzinza kwenkampani, kubalulekile kuzo zonke izigaba).
Indlela yesibini yokuhlelwa kweentengiso inxulumene neziteshi zokudlulisa ulwazi. Zonke iintengiso zingahlula zibe zimbini iintlobo:
- majelo;
- engekho imedium.
Bonisa iintengiso
Imidiya yiendaba. Ukuqonda ukuba zeziphi iintengiso zolu hlobo kukho, kuyimfuneko ukuphendula umbuzo "yiyiphi idilesi ekhona?". Iintlobo zentengiso nge-carrier carrier zihluke kwiindleko, abaxhasi bezinto ezijoliswe kuzo, indlela yolwazi olunikezwayo kunye nempembelelo efunwayo.
Ukukhangisa kweTV
Ithelevishini inokufikelela, kwaye iintengiso ze-TV zilungele ukuba injongo yayo kukuhambisa ulwazi malunga nemveliso okanye inkonzo kubaphulaphuli abaninzi. Ukukhangisa kwethelevishini kunamathuba amaninzi ngaphezu kwezinye iintlobo zentengiso-idibanisa ividiyo, isandi, ukunyakaza kunye nombala. Kubaluleke kakhulu xa kuyimfuneko ukubonisa iimpahla kwimeko.
Ukupapashwa kwithelevishini kuthathwa njengenye yeefom efanelekileyo kakhulu kwimarike enkulu. Oku kufakazela ixabiso eliphezulu lexesha lokuthengisa lomoya. E-America, ngexesha lebhola lebhola lebhola yonyaka, eyaziwa ngokuba ngumcimbi osisigxina kakhulu kunye nexabiso elibi kakhulu kwihlabathi, iindleko zeekhompyutheni ezingamashumi amathathu nesibini ngexesha lokumisa kwimifino yokusasaza kwafikelela kwi-dollar ayi-3.5 yezigidi.
Ixesha lokuthengisa lomoya lithengiswa kwiinqununu ezingama-20, 40, imizuzwana engama-60, kwaye ixabiso lixhomekeke kwizinto eziliqela:
- ubukhulu bokubonakala;
- inkqubo yethelevishini;
- ukusasazwa kwendawo okanye yesigqeba;
- inani leendlela ezityhiweyo.
Izaziso zorhwebo
Iimpawu zentengiso yomsakazo kukuba isandi sinemida. Abaphulaphuli banokufumana kunzima ukukhumbula oko bakuvileyo, kwaye ke impembelelo yentengiso yomsakazo ilahlekile. Indlela efanelekileyo yokuyinqoba oku kukuphinda rhoqo ukuphinda imiyalezo yentengiso, eyandisa iindleko. Ukuba akukho ndlela yokutshala imali ngokugcwele, kungcono ukuba ungasebenzisi imali kulolu hlobo lwentengiso, kuba unokufumanisa ukuba ayiniki iziphumo ezinamandla.
Ukupapasha kumaphephandaba
Ukukwazisa abathengi abanokubakho ngamaxesha ngamaxesha kuyifomathi yendabuko. Iintlobo eziphambili zentengiso kumaphephandaba:
- Ukupapashwa kwiphephancwadi . Kuya kukunceda ngokukhawuleza kwaye kufinyeleleke kwi-market target. Amaphephancwadi anika abaphulaphuli abakhethileyo, abanomdla kwiintengiso, ezihambelana nomxholo wephepha. Abafundi (abathengi abanakho) bagcine iimagazini ixesha elide, banikezela ukukhangisa ithuba lokutsala ingqalelo ngokuphindaphindiweyo.
- Ukupapashwa kwiphephandaba . Ukufikelela kufumaneka ngaphezu kwiphephancwadi, kwaye ikhuthaza umveliso okanye inkonzo kwiqela elibanzi lwabafundi. Ukwahlula kwephephandaba kwiibrikhikhi kunceda ukufikelela kubahlali abajoliswe kulo. Le phephandaba libhekwa njengento enokuthenjelwayo phakathi, nangona kungabonakali njengemaphephancwadi, into ebonakalayo ibonakala.
Ukupapashwa kwi-intanethi
Iintlobo zentengiso ye-intanethi kukuba inceda ukufikelela kumazwe ngamazwe ngexabiso elincinane. Kwintlalo yanamhlanje, phantse wonke umntu, ngaphambi kokuthenga, uhlola inethiwekhi yomhlaba wonke ekukhangela izibuyekezo kunye nenkcazelo. Imizekelo yentengiso ye-intanethi:
- Iimpawu ezixhomekeke kwiimpawu zendlela ye-injini;
- ibhanti yokukhangisa;
- iintengiso zeetekisi;
- ntengiso kwi-intanethi yoluntu;
- amanxibelelwano amanethiwekhi;
- i-imeyile yokuthengisa, kuquka i-imeyile ye-spam.
I ntengiso
Ukuthengiswa kweTransti yokukhangisa okanye kwizothutho. Ngenye yefomathi ezifanelekileyo zokufikelela abaphulaphuli abajoliswe kuzo. Kukho izithuthi zikawonke wonke kwisixeko. Iimpawu zentengiso yezothutho kukuba kufuneka:
- kukhanye kwaye kukhangele;
- iyaqondakala, ngokukhawuleza yaqondwa, kodwa ifundisa ngokubanzi;
- ngokugqithiseleyo, ngokuqhelekileyo kuza kwijela lomthengi.
Ukuthengiswa kweendaba
Amashishini kufuneka ahlale ekhangelelanisa iintlobo ezintsha zokuthengisa ukuze abhenele kubaxhasi babo. Ukhuphiswano oluphezulu kunye nokuhlengahlengiswa kolwazi kuyo yonke indawo kuyinkxalabo kwinkqubo yesibheno esithe ngqo kubaphulaphuli abajoliswe kuyo. Kukho okunye, ngamanye amaxesha, amafomu eengxelo malunga nabo kwimarike.
Ukuthengisa ngqo
Izibheno ngqo kwiintengiso zavela kungekudala. Oku kuthiwa ukuthengiswa ngokuthe ngqo kwekhulu lama-XXI. Iquka:
- thumela ngqo;
- thumela ngeposi nge-imeyile;
- ukuthumela ngeSMS;
- i-telemarketing, oko kukuthi, ukukhuthazwa kweempahla kunye neenkonzo ngefowuni.
Ngokomzekelo, ii-newsletters zeveki okanye zenyanga nganye kwi-imeyile zigcina igama legama kwiva. I-Telemarketing, njengendlela yokuchonga abathengi kunye nokubonelela ngemveliso emitsha, igcinana nokuqhagamshelana rhoqo nomxhasi. Ukuthengisa ngokukhawuleza kuye kwaziwa kuba kukuvumela ukuba ulandelele ngokukhawuleza amaxabiso okuphendula amakhasimende kwaye uncedise abakhangisi ukulinganisa ukusetyenziswa kwemali-mali.
Ukupapasha ukupapasha
Ukuphumelela kokupapashwa kokupapashwa akuyimfuneko kwaye ukubonisa. Kwimihla yamanje yobuchwepheshe bedijithali, ishishini lisaqhubeka lithetha ngokwalo kwiimviwo kunye nokukhangela iifom ezintsha zokupapasha. Iintlobo zeentengiso ze-polygraphic zihlukeneyo, ezi zilandelayo:
- iincwadana;
- maphepha;
- iiflaya;
- ukuxhaswa;
- ntengiso.
Iinkqubo zokuhanjiswa kweemveliso zentengiso ziyahluka:
- abakhuthazayo kwisitrato, kwiivenkile zokuthenga;
- ukuhanjiswa ngqo kwiibhokisi leposi okanye emnyango;
- izibhengezo kwiibhasi ziyeka kwaye ziphakamisa;
- kwiivenkile.
Ukupapashwa kwiindawo zokuthengisa
Ukupapashwa kwisitoretye ifomathi enobudlova yokusebenzisana nomthengi, ithola umthengi ngexesha lokukhetha, ichaphazela isigqibo sakhe. Ukuthengiswa kwimiba yokuthengisa naluphi na ukukhangisa okufakwe kwisitolo sokuthengisa okanye kwindawo yokuhambisa iinkonzo. Ziziphi iintlobo zentengiso ezikhoyo kwiindawo zokuthengisa:
- ukubeka iimveliso kwiindawo ezivelele kwinqanaba lemehlo, kwiindawo ezizodwa, kwi-checkout;
- amabhanki, imiqondiso emnyango kunye nokuphuma;
- ukuthengiswa kwevidiyo kwiimbonakalo;
- ukukhangisa kwiinqwelo;
- Ukunyuswa, ukuhlolwa kwemveliso;
- ukupapashwa kwezabelo.
I ntengiso
Iimveliso zokukhumbuza enye indlela enxulumene nayo yokuqhagamshelana nomthengi ojoliswe kuyo. Ziziphi iintlobo zeentengiso ezikhoyo kweli candelo? Iintlobo ezahlukeneyo, kuba kwisikhumbuzo ungajika phantse yonke into: igug, kunye nomlotha. Kuphela kufuneka usebenzise i-logo ye- brand , uyenze loo mveliso ngemibala yempawu kwaye uyinike umthengi onokuthi unakho.
"Isikhumbuzo" sinombono oqinileyo wokuthi kuye "ewe": "
- Into enolwazi olufakwe kwiinkampani inenzuzo, iya kusetyenziswa ixesha elide - uqhagamshelwano nolwazi lokukhangisa lude.
- Iimveliso zokukhumbuza ziwela entsimini yombono kwizihlobo, abahlobo bomnini wayo, esebenza kuzo.
- Ukuba ucinga ngeengxelo ezimbini zokugqibela, ukukhangisa ngezikhumbuzo kubhajethi, kunye noqhagamshelwano nabathengi bexesha elizayo lide kwaye lininzi.
Iziganeko zokuphromotha
Ngeli xesha, ukuthengiswa ngumsebenzi onzima. Ukuncintisana okunamandla, ukuzaliswa kweemarike kunye nempahla eguquguqukayo, umthengi onobugcisa yinto ebalulekileyo yoshishino lwangoku. Iziganeko zokupapasha - lo luhlobo oluthile lokuthengiswa, olusebenza ngokuzimisela nangokuzithandela ngabo bobabini abasomashishini abancinci kunye namashishini amakhulu. Iziganeko zokukhuthaza ziquka:
- izenzo zentengiso;
- yokuthengisa;
- miboniso;
- ukuqokelela amabhonasi kunye neeraphulelo;
- ukukhawuleza kwamabhaso;
Iziganeko zokuphromotha zijoliswe ku:
- Ukukwazisa abathengi malunga nemveliso. Umthengi uthatha njani isigqibo sokuthenga, xa engazi malunga nokuba khona kwemveliso? Akukho ndlela. Ngoko ke, imisebenzi yokupapasha ibalulekile kwiphulo lokukhuthaza ngokuphumelelayo.
- Isikhumbuzo malunga nomkhiqizo kunye nokukhuthazwa kokhetho olukhethiweyo.
- Ukunyanzeliswa kwabathengi abanakho ukwenza ukhetho malunga nemveliso ethile okanye inkonzo.
Kubalulekile ukuqonda ukuba umkhankaso wokukhangisa ophumeleleyo unxibelelwano olufanelekileyo lweentlobo ezahlukeneyo zokupapashwa, oku kuluhlu oludibeneyo lokukhushulwa. Ukukhushulwa kweentengiso zekhontrakthi akunakwenzeka ngaphandle:
- ukucaca okucacileyo kweenjongo;
- inkcazo yebhajethi kunye nocwangciso;
- ulwazi lweemarike;
- ukugqiba imiqathango kunye nezigaba zokupasa;
- ukudibanisa ngokuchanekileyo iintlobo zentengiso.