Zogulitsa ndi Kutsatsa Kwazinthu: Chenjerani ndi Hype

njira zokhutira

Michael Brito, Wachiwiri kwa Wachiwiri kwa Purezidenti wa Social Business Planning ku Edelman Digital (ndi onse ozungulira dzira labwino), posachedwa adalemba zamitundu iwiri omwe akusintha mwamphamvu zotsatsa zawo zambiri m'malo azama TV.

Zimandilimbikitsa kuti omwe akuyambitsa mabungwe akusintha njira zawo zotsatsira kukhala gawo lokulirapo, lotenga nawo mbali. Pogwirizana ndi kusinthaku, komabe, pali njira zina zotsatsa zomwe tiyenera kutsatira ndi diso loopsya, osasokoneza makampani atolankhani ndi journalism.

Machitidwe

Pali zochitika zazikulu zomwe zikuchitika mu malonda, ndipo ili ndi zigawo ziwiri. Choyamba ndikulankhula kwakanthawi pazinthu zonse malonda okhutira, zomwezo, zili pamlingo winawake, kuphatikiza ndi lingaliro la nkhani yabwino.

Gawo lachiwiri ndi lingaliro la utolankhani wamalonda, ma brand amenewo amatha kukhala othandizira atolankhani, osati zongopeka komanso nkhani zomwe zikuyang'ana pa malonda kapena ntchito, koma zimakhala ngati malo ogulitsira. Makampani akutengeka ndi kusintha kosangalatsa kwa media zachikhalidwe, komanso kudziyimira pawokha polemba utolankhani, kupita kudera ladijito. Mwadzidzidzi, aliyense ndi mtolankhani wa nzika (zomwe ndi zopanda pake chabe).

Coca Cola posachedwapa anapanga mutu ndi kukakamira kwawo kuti asokoneze tsamba lawo lazamalonda kukhala magazini yamagula, yolimbikitsidwa ndi olemba 40 odzichitira pawokha, ojambula, ndi ena. Tsopano zimakhala zosangalatsa chifukwa chakutenga kwawo kukhala "gwero lodalirika", apereka nthawi ya mpweya kuzipangizo zamaganizidwe zomwe sizingagwirizane ndi zomwe zikugwirizana ndi chizindikirocho.

Kupatula

Apa ndipomwe ndimazindikira, kupatula apo. Makampani ambiri masiku ano amamvetsetsa kuti kuti apikisane bwino, ayenera kulipira pakamwa pazinthu zosiyanasiyana kuyambira pakukhazikika kwachilengedwe, ufulu wachibadwidwe. Gawo lodzipereka pantchito zachitukuko limatanthauza kuti kampani iyenera kuyang'anitsitsa bizinesi yawo, ndikuyesetsa kukonza zomwe zikugwirizana ndi bizinesi yawo. Popeza mavuto am'mbuyomu omwe Coca Cola adakhalapo ku India ndi Africa komwe kuyang'anira madzi kwakhala vuto lalikulu, sindimayembekezera kuti kuyesayesa kochuluka kotere kumawonekera patsamba la Journey. Koma ndinali kulakwitsa.

Coca Cola wachita khama kwambiri kuti akambirane nkhaniyi, komanso kukhazikika kwazinthu zachitukuko, zaulimi, ndi zina zambiri. Ndikukulimbikitsani kuti muwerenge Ripoti Losasintha la 2012.

Tsopano ichi ndi chiyambi chabwino, ndipo ndikuyamikira Coca Cola chifukwa chophatikizira izi. Koma sichoncho utolankhani wamalonda. Sitiyenera konse kusokoneza Kufotokozera mwatsatanetsatane Ndikufotokozera makolo ndi ana awo, nkhani zomwe timawerenga ndikukambirana m'malo athu opembedzeramo, nkhani za mabanja athu.

Gawo lotsatira lotsatira la Coca Cola lingakhale kukhazikitsa nsanja pomwe mavuto amtunduwu ndi akutsogolo, komwe anthu ogula, omenyera ufulu, komanso oyandikana nawo amatha kulumikizana. Ndikuwonetsanso kuti owerenga ogula milandu azikhala okhazikika mderali, ndikuti apatsidwe ufulu woti inde zikhala zopweteka nthawi zina.

Mtundu wa Hype

Ngati mabungwe amaganiza izi kwakanthawi journalism Zitha kukhalapo m'malire a malonda, akungodziyika okha pakati pakati pa kuzungulira kwotsatira.

7 Comments

  1. 1

    Wow Marty - iwe unakhomera. Ndikuganiza kuti pali chifukwa chokhala ndi zopangidwa zomwe zimakhulupirira kuti ndizomwe zimayang'aniridwa mosakondera. Owerenga nthawi zonse amadziwa kuti akuwerenga zinthu zotsatsa! ndichifukwa chake makampani amafunika kukhala ndi njira yawo yapakatikati komanso njira yofikira!

  2. 2

    Great post Marty, koma ndimakhala ndi nkhawa zokambirana zamakampani ngati Coke omwe moona achita chilichonse cholakwika zikafika… pafupifupi chilichonse chakumbuyo… mpaka muyaya.

    • 3

      Ndakhala ndikuwadzudzula m'mbuyomu, koma pali kuthekera kuti tiwona cholowa mkati, ngati lingaliro la utolankhani wamakampani limawonedwa mozama. Ndikulingalira kuti funso ndiloti khama lamtunduwu limatha kubweretsa kusintha kwamkati pang'onopang'ono, kapena lingakhale magazini ina yapaintaneti. Ndipo ali pomwepo, bweretsani mabotolo akale obwezeretsanso 6.5, ndikugwiritsanso ntchito shuga weniweni.

  3. 4
  4. 5

    Ndikofunikira kuti mabizinesi ang'onoang'ono ambiri akhale ndi tsamba
    pangani mtundu wawo, kulumikizana ndi makasitomala ndi mafani, ndikuwasamalira
    PR wabwino. Popanda kupezeka pazanema, bizinesi imatha kusiyidwa kumbuyo kwawo
    opikisana nawo, makamaka iwo omwe asankha kutengera zonse zapa media.

  5. 6

    Sindikugwirizana kwathunthu, chifukwa ndikukhulupirira kuti ma brand amatha kupereka zina mwa zinthu zawo, makamaka ngati zomwe zili ndizomwe zakhazikitsidwa, m'malo mokweza. Ndi zachikhalidwe zokha zomwe sizili mu DNA yamtunduwu kutero. Great positi Marty. Ndili ndi kuganiza.

    • 7

      Zikomo Jay. Nthawi zonse ndimangotchula za mantra yanu yothandiza, ndipo nthawi zina zimakhala zovuta kutsatsa kuti musinthe. Tawona kuchokera ku Edleman Trust Barometer kuti ogula akudalira anzawo, magulu awo, komanso zochepa pazomwe makampani akuchita. Ndikukhulupiliranso kuti mabungwe atha kuyamba kusintha malingaliro awa, koma ndi pang'onopang'ono. Anthu ngati Tom Foremski ali patsogolo pa dziko latsopano lolimba mtima la utolankhani wamakampani, motsutsana ndi atolankhani ogwira ntchito. Chaka cha 2013 chidzakhala chaka chachikulu pakuyesetsa momwe makampani amayendetsera njira yosalimba yodalira.

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