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Momwe Mungapangire Bajeti Yotsatsa: Njira, Zinthu Zamzere, Ma avareji, ndi Malingaliro

Posachedwapa tinali ndi kampani yomwe idangokhazikitsidwa kumene yomwe idatipempha kuti tipereke chikalata chantchito (DZANI) zomwe zikuphatikiza kumanga ndikugwiritsa ntchito njira yakukulirakulira. Tidasanthula pang'ono pamakina awo, mpikisano wawo, ndi mitengo yawo, kuti tikhazikitse ziyembekezo zina za bajeti yawo yotsatsa komanso kugawa kwake.

Pambuyo pofufuza koyambirira, tidabweretsanso nkhawa ku kampaniyo kuti ndalama zomwe amapeza pakutsogola zitha kukhala zovuta, ngati sizingatheke, kuphimba bajeti yotsatsa yomwe ingafune kukulitsa kampaniyo pamlingo wokhazikika. Mwa kuyankhula kwina, ngakhale ndi njira yabwino yogulitsira malonda, zinali zokayikitsa kuti akhoza kulimbikitsa kukula popanda ndalama zambiri kunja kwa ndalama zawo zogwirira ntchito.

Izi zidalandiridwa bwino ndi kampani yomwe idatsimikizira nkhawa zathu ndipo idati adakonzekera ndalamazo bola atha kugunda ziwerengero zawo. Mabungwe athu onse atakhutitsidwa, tidapita patsogolo ndi SOW. Tikadapanda kuchita izi, tinali otsimikiza kuti tidzataya kasitomala pamene akuwona ndalama zawo zogwirira ntchito zikukwera ndi ndalama zomwe amapeza ...ROMI).

Njira Zopangira Bajeti Yotsatsa

Makampani amasankha bajeti yawo yonse yotsatsa poganizira zinthu zosiyanasiyana, monga zolinga zawo zamabizinesi, momwe msika wawo ulili, mpikisano, miyezo yamakampani, komanso zomwe akuyembekezeka kukula. Ngakhale kuti palibe njira yofanana, njira zingapo zodziwika bwino zingathandize makampani kugawa ndalama zotsatsa monga gawo la ndalama zomwe amapeza:

  • Maperesenti Ogulitsa: Njirayi imaphatikizapo kugawira ndalama zokhazikika zamalonda zam'mbuyomu kapena zomwe zikuyembekezeka ku bajeti yotsatsa. Peresenti imatha kusiyanasiyana kutengera bizinesi, kukula kwa kampani, komanso kukula kwake.
  • Zolinga ndi Zotengera Ntchito: Njirayi ikuphatikizapo kufotokozera zolinga zenizeni zamalonda ndi ntchito zomwe zimafunikira kuti akwaniritse zolingazo. Kampaniyo imawerengera ndalama zomwe zimafunika pomaliza ntchito iliyonse ndikuziwerengera kuti zitsimikizire bajeti yonse yotsatsa. Njirayi imalola njira yowonjezereka, kuonetsetsa kuti bajeti yamalonda ikugwirizana ndi zolinga zamakampani.
  • Mpikisano Parity: Njira iyi ikuphatikizapo kufananiza bajeti yamalonda ndi ndalama za omwe akupikisana nawo. Makampani amawunika momwe akutsatsa amawonongera omwe akupikisana nawo ndikugawa bajeti yofananira kuti asunge kapena kupeza mpikisano. Njirayi ikuganiza kuti ochita nawo mpikisano akonza kale ndalama zomwe amagulitsa, zomwe sizingakhale zolondola nthawi zonse.
  • Kugawidwa Kwawonjezedwa: Makampani omwe amagwiritsa ntchito njirayi amasintha bajeti yawo yotsatsa malinga ndi momwe amawonongera chaka chapitacho, poganizira zinthu monga momwe msika ukuyendera, momwe kampani ikuyendera, komanso zomwe zikuyembekezeka kukula. Bajeti ikhoza kuonjezedwa kapena kuchepetsedwa ndi chiwerengero chokhazikika kapena ndalama kutengera izi.
  • Bajeti Yotengera Zero: Njirayi imaphatikizapo kupanga bajeti yotsatsa kuyambira chaka chilichonse, osaganizira za bajeti zakale. Makampani amawunika ntchito iliyonse yotsatsa ndikugawa ndalama kutengera kubweza kwawo pazachuma (ROI). Njirayi imalimbikitsa kuchita bwino ndikuwonetsetsa kuti ntchito iliyonse yotsatsa ili yoyenera.

Ngakhale njirazi zingathandize kudziwa ndalama zamalonda, ndikofunikira kuganizira zochitika ndi zolinga za kampaniyo. Pali ena zolakwa zomwe ochita malonda amapanga posankha bajeti yawo yotsatsa. Miyezo yamakampani imatha kukhala yothandiza, koma makampani akuyeneranso kuganizira zinthu monga kukula kwawo, malo amsika, komanso mpikisano posankha bajeti yawo yotsatsa. Kuwunika pafupipafupi ndikusintha bajeti yotsatsa malinga ndi momwe kampani ikugwirira ntchito komanso momwe msika ulili ndikofunikira kuti zitsimikizire kuti zikuyenda bwino.

Kodi Average Bajeti Yotsatsa Ndi Ndalama Zingati?

Maphunziro ndi malipoti osiyanasiyana afufuza ndalama zotsatsa zamakampani. Ngakhale ziwerengerozi zitha kusiyanasiyana kutengera zinthu monga mafakitale, kukula kwa kampani, ndi kukula kwamakampani, nazi maumboni ena kuti athandizire kumvetsetsa bwino:

  • Gartner's CMO Spend Survey: Kafukufuku wapachaka wa Gartner wa CMO Spend Survey ndi gwero lodziwika bwino lazotsatsa za bajeti. Malinga ndi kafukufuku wawo wa 2020-2021, ndalama zotsatsa zidapanga 11% ya ndalama zonse zamakampani pafupifupi. Kafukufukuyu adaphatikizanso zambiri kuchokera kwa oyang'anira zamalonda a 400 m'mafakitale osiyanasiyana ku North America, UK, France, ndi Germany.
  • Kafukufuku wa CMO wa Deloitte: The CMO Survey, mothandizidwa ndi Deloitte, ndi gwero linanso lonse la deta yotsatsa malonda. Mu kafukufuku wawo wa February 2021, adanenanso kuti ndalama zotsatsa zidatenga pafupifupi 11.7% ya ndalama zonse zamakampani, pomwe makampani a B2C amawononga ndalama zambiri (13.4%) kuposa makampani a B2B (10.1%).
  • Forrester Research: Kafukufuku wa Forrester amapereka zidziwitso pazamalonda zamalonda m'mafakitale. Malinga ndi lipoti lawo la 2019 US Marketing Budgets, ndalama zotsatsa zidatenga pafupifupi 10.2% ya ndalama zonse zamakampani. Adawonetsanso kuti ukadaulo ndi makampani ogulitsa zinthu amakonda kugawa ndalama zambiri pakutsatsa.

Kwa mabizinesi okhazikika, bajeti yotsatsa nthawi zambiri imakhala pakati 5-15% ndalama zonse za kampani. Komabe, oyambitsa ndi mabizinesi omwe ali m'misika yopikisana kwambiri atha kugawa kuchuluka kwambiri (mpaka 20% kapena zambiri) kuti apeze gawo la msika ndikukhazikitsa mtundu wawo. Pali zosiyana mumakampani a Software as a Service (SaaS), omwe amawononga ndalama zambiri malonda ndi malonda.

Ndikofunikira kukumbukira kuti izi ndi ziwerengero wamba, ndipo ndalama zotsatsa zitha kusiyanasiyana kutengera zachuma komanso zamakampani. Kugwiritsa ntchito zizindikiro zamakampani kumatha kukhala kothandiza poyambira, koma makampani akuyeneranso kuganizira zolinga zawo zenizeni, momwe msika ulili, komanso zomwe akuyembekezeka kukula posankha bajeti yawo yotsatsa.

Zinthu Zamzere wa Bajeti Yotsatsa

Njira yotsatsira yokhazikika iyenera kuganizira zolinga zapadera za kampani, omvera omwe akufuna, makampani, ndi zothandizira. Ngakhale kuti zinthu zomwe zili m'munsizi zimagwira ntchito zosiyanasiyana zotsatsa, sikofunikira kuti kampani igwiritse ntchito zinthu zonsezi munjira yake. M'malo mwake, mabizinesi akuyenera kuyang'ana kwambiri ntchito zotsatsa zomwe zili zoyenera komanso zogwira mtima pazosowa zawo.

  1. Kutsatsa ndi Kutsatsa: Amaphatikiza omvera omwe akuwafunira kudzera munjira zolipira zotsatsa, kukulitsa kuwonekera kwamtundu ndikupanga zotsogola.
    • Kutsatsa kwapa digito
    • Kutsatsa zochitika
    • Kusokoneza maganizo
    • Thandizo ndi mgwirizano
    • Kutsatsa kwachikhalidwe
  2. Brand ndi Design: Imakhazikitsa mawonekedwe ogwirizana komanso ozindikirika, kukulitsa kuzindikirika kwa mtundu ndi kukhulupirika.
    • Malangizo amtundu
    • Kukula kwa Logo ndi mawonekedwe
    • Chikole cha malonda
    • Kuyika mapangidwe
    • Kupanga kwa tsamba ndi chitukuko
  3. Kupanga Zinthu ndi Kuwongolera: Amapanga ndikuyang'anira zomwe zikuchitika kuti zidziwitse, kuphunzitsa, ndi kusangalatsa anthu omwe akuwafuna, kulimbikitsa kukhulupirika kwa mtundu ndi kupanga zitsogozo.
    • Kulemba mabulogu ndi kulemba nkhani
    • Copywriting ndi kusintha
    • Luso lazojambula
    • Photography
    • Kupanga ma Podcast
    • Kupanga makanema ndikusintha
    • Kupanga kwa Webinar
  4. Kugulitsa Imeli: Amapereka zokonda zanu komanso zolunjika kwa olembetsa, kukulitsa otsogolera ndikusunga ubale wamakasitomala.
    • Kupanga ndi kukhazikitsa kampeni ya imelo
    • Kupanga mndandanda wa imelo ndi kasamalidwe
    • Mapulogalamu otsatsa ma imelo ndi zida
    • Kupanga template ya imelo
  5. Kafukufuku Wamsika: Amapereka zidziwitso pazosowa zamakasitomala, zomwe amakonda, ndi zomwe zikuchitika, kudziwitsa njira zamalonda ndi njira.
    • Magulu ndi kafukufuku
    • Malipoti amakampani ndi mapepala oyera
    • Kafukufuku woyambirira
    • Zida zofufuzira ndi nsanja
    • Kafukufuku wachiwiri
  6. Njira Zotsatsa ndi Kukonzekera: Imakhazikitsa njira zoyeserera zotsatsa, kuwonetsetsa kuti zikugwirizana ndi zolinga zabizinesi ndikukulitsa kuchita bwino kwa bajeti.
    • Kupenda kopikisana
    • Gawo la masitolo
    • Zolinga zamalonda ndi zolinga
    • Kupanga dongosolo la malonda
    • Chizindikiritso cha msika womwe mukufuna
  7. MarTech Stack: Tekinoloje ndi Zomangamanga za digito zomwe zimathandizira kutsatsa koyenera, kusinthiratu ntchito, komanso kupereka chidziwitso chofunikira komanso chidziwitso.
    • Zida zowerengera ndi malipoti
    • Dongosolo loyang'anira zinthu (CMS)
    • Kasamalidwe ka makasitomala (CRM) mapulogalamu
    • Kuyeretsa deta ndi ndalama zowonjezera
    • Mapulogalamu otsatsa maimelo
    • Zida zopangira malonda
    • Mapulogalamu oyang'anira polojekiti
    • Zida zowongolera media
    • Kukhathamiritsa kwa injini zosakira (SEO)
  8. Kutsatsa Kwamafoni: Imafika ndikuphatikiza makasitomala kudzera pazida zam'manja, kugwiritsa ntchito kutsata komwe kuli, mapulogalamu am'manja, ndi sms/MMS yokopa.
    • Kukonza ndi kukonza mapulogalamu
    • Kutsatsa kotengera malo
    • Kutsatsa kwa mafoni
    • Ma analytics am'manja ndi zida zotsata
    • Kutsatsa kwa SMS/MMS
  9. Maubale ndimakasitomala: Amapanga ndikusunga chithunzi chabwino cha mtunduwo, kukulitsa kukhulupilika ndi kudalirika kudzera muubwenzi wapa media, zofalitsa, ndi zochitika.
    • Kukonzekera kwa zovuta
    • Kulumikizana ndi media komanso kupanga ubale
    • Kutulutsa nkhani
    • Zochitika zofalitsa
    • Kusintha kwa mbiri
  10. Kutsatsa kwama Media: Amapanga ndi kusunga kupezeka pa intaneti, kulimbikitsa kuyanjana ndi anthu komanso kukulitsa kufikira kwa mtunduwo.
    • Kasamalidwe ka anthu ndi kuchitapo kanthu
    • Kupanga zinthu ndi kukonza
    • Mgwirizano wothandizirana
    • Kutsatsa kwapa media
    • Kukhazikitsa ndikuwongolera mbiri yapa media media
  11. Anthu ogwira ntchito: Imayika ndalama mu luso ndi ukadaulo wofunikira popanga njira zotsatsa ndikusunga gulu lochita bwino kwambiri.
    • Malipiro a bungwe
    • Ogwira ntchito pawokha kapena makontrakitala
    • Malipiro ndi mapindu a gulu lotsatsa malonda
    • Kulemba ntchito ndi kukwera
    • Maphunziro ndi chitukuko cha akatswiri
  12. Ndalama Zosiyanasiyana: Imalipira ndalama zina zosiyanasiyana zothandizira kutsatsa, kuyesa njira zatsopano ndi ma mediums, kusunga kutsata, ndi kuthana ndi zosowa zosayembekezereka.
    • Ndalama ya Contingency
    • Innovation Fund
    • Kutsata malamulo ndi malamulo
    • Zida zamaofesi ndi zida
    • Ndalama zosindikizira ndi kupanga
    • Kulembetsa kwa mapulogalamu ndi ukadaulo / zilolezo
    • Maulendo ndi malo ogona pazochitika zamalonda

Zinthu Zomwe Zimakhudza Mabajeti Otsatsa

Nazi zina zomwe muyenera kuziganizira posankha zinthu za mzere zomwe ziyenera kuphatikizidwira munjira yotsatsira bwino:

  • Zolinga zamabizinesi: Gwirizanitsani ntchito zotsatsa ndi zolinga zakampani, monga kukulitsa chidziwitso chamtundu, kupanga zotsogola, kapena kulimbikitsa kusunga makasitomala.
  • Kukula Kwazinthu - mankhwala anu ndi abwino kwambiri kotero kuti makasitomala anu ndi atolankhani amawononga nthawi ndi mphamvu zawo - kukuthandizani kuti mugwiritse ntchito ndalama zochepa.
  • Kuphatikiza Kwothandizana - m'malo molipira malonda, mumapereka kuchotsera ndi mphotho kwa makasitomala omwe amawononga nthawi ndi mphamvu zawo.
  • Anthu Olemekezeka - ogwira ntchito mkati omwe amapereka zotsatira zodabwitsa ndi makasitomala omwe amapereka maumboni osangalatsa, ndemanga, ndi kugawana nawo mafilimu omwe amayendetsa kukula kumafuna ndalama zochepa.
  • Chandamale Omvera: Ganizirani zokonda ndi machitidwe a anthu omwe mukufuna. Mwachitsanzo, ngati omvera ali otanganidwa kwambiri ndi malo ochezera a pa Intaneti, ikani patsogolo malonda ochezera a pa Intaneti kusiyana ndi kutsatsa kwachikhalidwe.
  • Makampani: Zochita zina zotsatsa zitha kukhala zofunikira kwambiri kapena zogwira mtima m'mafakitale enaake. Mwachitsanzo, ubale wapagulu ukhoza kukhala wofunikira kwambiri m'magawo omwe amawongolera kwambiri, pomwe kutsatsa kwazinthu kungakhale kothandiza kwambiri m'mafakitale omwe kuphunzitsa omvera ndikofunikira.
  • bajeti: Perekani chuma molingana ndi momwe kampani ikugwirira ntchito, kuwonetsetsa kuti njira yogulitsira imakhalabe yotsika mtengo komanso imabweretsa phindu labwino pazachuma (ROI).
  • Ochita mpikisano: Unikani njira zotsatsa za omwe akupikisana nawo kuti muzindikire mipata, mwayi, ndi madera omwe kampaniyo ingasiyanitse.
  • Njira Zotsatsa: Dziwani njira zotsatsira zogwira mtima kwambiri zofikira anthu omwe mukufuna, poganizira zinthu monga kufikira, mtengo, ndi kuchitapo kanthu.
  • Ma Metric Performance: Pitirizani kuyang'anira ndi kusanthula momwe ntchito zamalonda zimagwirira ntchito kuti muwone zomwe zimagwira ntchito ndi zomwe sizikugwira ntchito. Sinthani njira yotsatsa kuti mukwaniritse bwino zotsatira.

Njira yotsatsira yokhazikika iyenera kuyang'ana kwambiri zamalonda zomwe zimagwirizana bwino ndi zolinga za kampani, omvera, ndi zothandizira. Ndikofunikira kuwunika pafupipafupi ndikusintha njirayo potengera zomwe zachitika komanso kusintha kwa msika kuti zitsimikizire kuti ikugwira ntchito mosalekeza.

Artificial Intelligence Yakhudza Kale Mabajeti Otsatsa

Nzeru zochita kupanga (AI) ili kale ndi chiwopsezo chachikulu pazamalonda zamalonda ndipo idzapitiriza kukonza momwe makampani amagawira chuma m'tsogolomu. Nazi njira zina zomwe AI imakhudzira bajeti zamalonda:

  • Kukhathamiritsa Kutsatsa: Ma algorithms a AI amathandizira zotsatsa zotsatsa powunika momwe magwiridwe antchito munthawi yeniyeni, kusintha mabidi, kuyika, ndi kutsata kubweza bwino pakugwiritsa ntchito malonda (ROAS) komanso kugwiritsa ntchito bwino bajeti.
  • Ma Chatbots ndi Virtual Assistant: Ma chatbots oyendetsedwa ndi AI ndi othandizira enieni amasintha macheza amakasitomala, kuwongolera luso lamakasitomala ndikumasula zothandizira pantchito zina zotsatsa.
  • Kulengedwa Kwazinthu: Zida zoyendetsedwa ndi AI zimasinthiratu kupanga zinthu, monga kukopera kwa zotsatsa, zolemba zapa social media, ndi zolemba zamabulogu, pogwiritsa ntchito zilankhulo zachilengedwe komanso ma algorithms ophunzirira makina, kupulumutsa nthawi ndi chuma.
  • Ma Analytics Owonjezera: Ma analytics oyendetsedwa ndi AI amapereka zidziwitso zolondola, zenizeni zenizeni pakuchita malonda, kulola zisankho zoyendetsedwa ndi data komanso kukhathamiritsa kwa bajeti kuti mugwiritse ntchito bwino mayendedwe ndi zochitika.
  • Kuchita Mwachangu: Zida ndi nsanja zoyendetsedwa ndi AI zimasinthiratu ntchito zotsatsa monga kusanthula deta, kupanga zinthu, ndi magawo amakasitomala, kuchepetsa nthawi ndi zinthu zomwe zimafunikira pantchito yamanja ndikupangitsa kugawa bwino bajeti.
  • Kuphatikizana: Mapulatifomu oyendetsedwa ndi AI amachepetsa kufunikira kwa akatswiri ophatikiza ndi chitukuko kuti agwirizanitse magwero a data, zomwe zimakhudza kugawidwa kwazinthu.
  • Mapulatifomu a Marketing Automation: Mapulatifomu otsatsa okhathamiritsa a AI amawongolera ndikuwongolera ntchito monga kulera kutsogolera, kutsatsa maimelo, ndi kasamalidwe ka media media, kupulumutsa nthawi, kuchepetsa zolakwika, komanso kukonza bwino.
  • Makonda: AI imathandizira zotsatsa zamunthu payekhapayekha, kuphatikiza makampeni a imelo, malingaliro azogulitsa, ndi zomwe zili, zomwe zimatsogolera kumitengo yochulukirachulukira, kukhulupirika kwamakasitomala, komanso kubweza kwabwinoko pakutsatsa.
  • Kusintha kwa Maluso a Maluso: Pamene AI ikuphatikizana ndi ntchito zamalonda, kusintha kwa maluso ndi ukadaulo wofunikira kungakhudze kugawa kwazinthu zogwirira ntchito, maphunziro, ndi chitukuko cha akatswiri.
  • Kupititsa patsogolo Kutsata: AI imasanthula deta kuti izindikire machitidwe ndi zomwe zikuchitika, kuthandiza makampani kumvetsetsa bwino momwe makasitomala amachitira ndi zomwe amakonda, kupangitsa kampeni yotsatsa yomwe akutsata, kuchepetsa kuwononga ndalama zotsatsa, ndikuwongolera malonda. ROI.

AI ipitilizabe kukhudza ndalama zotsatsa pakuwonjezera magwiridwe antchito, kukonza zowunikira ndikusintha makonda, kulimbikitsa ma analytics, ndikusintha maluso ofunikira mkati mwamagulu otsatsa. Makampani akuyenera kuganizira zopindulitsa ndi zovuta zomwe zingaphatikizepo AI munjira zawo zotsatsa ndikusintha bajeti zawo moyenerera.

Douglas Karr

Douglas Karr ndi CMO OpenINSIGHTS ndi woyambitsa wa Martech Zone. Douglas wathandizira oyambitsa ambiri opambana a MarTech, wathandizira kulimbikira kopitilira $ 5 bil pakugula ndi kuyika kwa Martech, ndipo akupitiliza kuthandiza makampani kukhazikitsa ndikusintha njira zawo zogulitsa ndi zotsatsa. Douglas ndi katswiri wodziwika padziko lonse lapansi wosinthira digito komanso katswiri komanso wokamba nkhani wa MarTech. Douglas ndi mlembi wofalitsidwa wa kalozera wa Dummie komanso buku la utsogoleri wabizinesi.

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