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Kodi Netnography ndi chiyani? Kodi Imagwiritsidwa Ntchito Motani Pakugulitsa ndi Kutsatsa?

Inu nonse mwamvapo malingaliro anga munthu wogula, ndipo inki yeniyeniyo siumanso pa positi yabuloguyo, ndipo ndapeza kale njira yatsopano komanso yabwinoko yopangira anthu ogula.

Netnography yatuluka ngati njira yachangu, yothandiza komanso yolondola kwambiri popangira munthu wogula. Njira imodzi ya izi ndi makampani ofufuza pa intaneti omwe amagwiritsa ntchito zidziwitso za malo ochezera a pa Intaneti (geotagged) kusanthula momwe makasitomala amachitira ndi zomwe amakonda kutengera malo omwe atchulidwa. Mapulatifomu amatha kupangitsa ogwiritsa ntchito kukoka radius kuzungulira malo aliwonse omwe angasankhe, ndi panga mitundu yonse ya data kuchokera kwa anthu akuderali.

Robert Kozinets, pulofesa wa utolankhani, ndi amene anayambitsa maukonde. M'zaka za m'ma 1990, Kozinets, Wapampando wa Hufschmid wa Strategic Public Relations and Business Communications adapanga mawuwa - kuphatikiza intaneti ndi ethnography - ndikupanga njira yofufuzira kuyambira pansi.

Tanthauzo la Netnography

Netnography ndi nthambi ya ethnography (malongosoledwe asayansi azikhalidwe za anthu komanso zikhalidwe) omwe amawunika momwe anthu amakhalira pa intaneti omwe amagwiritsa ntchito njira zofufuzira pa intaneti kuti apereke zidziwitso.

Robert Kozinets

Netnography imalemba ndikusanthula zambiri zamakhalidwe aulere a anthu pa intaneti. Chofunikira ndichakuti izi zimasonkhanitsidwa pomwe ogula akuchita zinthu momasuka, mosiyana ndi kafukufuku yemwe nthawi zina ogula amayankha kuti asachite manyazi kapena asangalatse wofufuza.

Ogula Personas motsutsana ndi Malipoti a Netnography

Kafukufuku wopitilira muyeso malipoti amapangidwa kwathunthu Cholinga deta yomwe ili zizindikiro zenizeni za moyo, malonda, ndi zosankha zamtundu. Akatswiri ofufuza amalemba malipoti kenako amapanga mbiri ya anthu ogula pazogulitsa kapena ntchito yanu.

Ndi chida chodabwitsa kwa otsatsa chifukwa zidziwitso zimatha kupangidwa mwachangu komanso molondola. Zolemba ndizothandiza chifukwa makampani amatha kupanga mbiri yawo nthawi yomweyo m'malo motenga milungu kapena miyezi kuti atole kafukufuku. Ndiko kusiyana kwakukulu kuchokera ku kafukufuku wakale omwe nthawi zina amatha kutenga miyezi kuti asonkhanitse ndikuwunika. Mukapeza kafukufuku wamtunduwu, ogula anu amatha kusintha pang'ono. Kapena zambiri.

Chifukwa chake, nthawi yomweyo, mumadziwa omwe amapindula kwambiri ndi makasitomala anu, zomwe amakonda panthawiyo, komanso momwe amachitira ndi anzawo.

Kafukufuku wamtunduwu amapereka chidziwitso chokhudza makasitomala anu opindulitsa kwambiri kuphatikiza ndalama zapakhomo, mtundu, zowawa, zolinga, zokopa, zochita / zosangalatsa, ndi zina zambiri. Malipotiwa amathanso kukuwuzani mawebusayiti kapena zinthu zomwe munthu aliyense angagwiritse ntchito ndi mawu asanu apamwamba omwe mungagwiritse ntchito kuti muwafikire.

Lipoti la netnografia ndi lipoti lofufuza lomwe limapereka zomwe zapezeka mu kafukufuku wa netnograph. Nthawi zambiri imakhala ndi magawo otsatirawa:

  1. Introduction: Gawoli likupereka chidule cha funso la kafukufuku, maziko ake, ndi nkhani ya kafukufukuyo, ndi njira zofufuzira zomwe agwiritsidwa ntchito.
  2. Kusanthula kwazolemba: Chidule cha kafukufuku omwe alipo pamutuwu komanso momwe kafukufuku wamakono amathandizira pa chidziwitso chomwe chilipo.
  3. Kutolera Zambiri ndi Kusanthula: Kufotokozera komwe kumachokera deta ndi njira zomwe zimagwiritsidwa ntchito posonkhanitsa ndi kusanthula deta.
  4. Zotsatira: Gawoli likuwonetsa zomwe apeza mu kafukufukuyu, kuphatikiza mitu yayikulu ndi machitidwe omwe adachokera mu data.
  5. Kukambirana: Gawoli likutanthauzira zomwe zapeza ndikuzigwirizanitsa ndi funso la kafukufuku ndi kubwereza mabuku. Zimaphatikizansoponso zidziwitso pazotsatira zamakampani kapena chandamale.
  6. Kutsiliza: Chidule cha zomwe zapeza, zotsatira zake, ndi malingaliro ofufuza amtsogolo.
  7. Zothandizira: Mndandanda wa magwero omwe atchulidwa mu lipoti.

Chonde dziwani kuti kapangidwe ndi zomwe zili mu lipoti la netnografia zitha kusiyanasiyana kutengera funso lofufuza komanso makampani omwe adapangira.

Ndi Njira Zina Zotani Zomwe Netnography Imagwiritsidwira Ntchito Pakutsatsa?

  1. Kafukufuku wa Makasitomala - Netnography ingagwiritsidwe ntchito kusonkhanitsa deta ndi zidziwitso za makasitomala, kuphatikizapo zomwe amakonda, malingaliro, ndi makhalidwe awo. Izi zitha kuthandiza otsatsa kuti apange kampeni yotsatsa yomwe akufuna komanso yothandiza.
  2. Kusanthula Kwampikisano - Netnography ingagwiritsidwe ntchito kusonkhanitsa deta ndi zidziwitso za omwe akupikisana nawo, kuphatikizapo malonda awo, njira zamalonda, ndi ndemanga za makasitomala. Izi zitha kuthandiza otsatsa kuti azindikire mipata yosiyanitsira malonda awo ndi zoyesayesa zamalonda.
  3. mankhwala Development - Netnography ikhoza kusonkhanitsa deta ndi zidziwitso zokhudzana ndi zosowa za makasitomala ndi zomwe amakonda, zomwe zingadziwitse zosankha za chitukuko cha mankhwala ndikuthandizira ogulitsa kupanga zinthu zomwe zimakwaniritsa zosowa za omvera awo.
  4. Marketing okhutira - Netnography ikhoza kusonkhanitsa deta ndi zidziwitso zomwe zimagwirizana ndi omvera omwe akuwafuna, zomwe zingathandize otsatsa kupanga njira zotsatsira zotsatsa.
  5. Kuwunika kwa Media Media - Netnography ikhoza kuyang'anira malo ochezera a pa Intaneti ndi madera a pa intaneti kuti amvetsetse zokambirana ndi zochitika zokhudzana ndi mtundu kapena makampani. Izi zitha kuthandiza otsatsa kuti azindikire mipata yolumikizana ndi omvera awo ndikuyankha zomwe makasitomala akufuna.

Netnography ikhoza kukhala chida chamtengo wapatali kwa ogulitsa omwe akuyang'ana kuti asonkhanitse deta ndi zidziwitso za omvera awo omwe akufuna komanso makampani, ndikupanga njira zogulitsira zogwira mtima.

Kupititsa patsogolo mu Artificial Intelligence ndi Netnography

AI tsopano ikukulirakulira pakulondola kwa kusonkhanitsa, kusanthula, ndi maulosi opangidwa ndi data ya netnography. Nazi zitsanzo:

  1. Pulogalamu: Ma algorithms a AI amatha kusinthiratu njira yosonkhanitsira ndi kusanthula deta, kupangitsa kuti ikhale yosavuta komanso yothandiza kwambiri pochita maphunziro a netnography.
  2. Scale: AI ikhoza kusanthula kuchuluka kwa data kuchokera pamapulatifomu angapo, ndikupereka kumvetsetsa bwino kwa madera a pa intaneti.
  3. Kusanthula Kwambiri: Zida zoyendetsedwa ndi AI zimatha kusanthula zolemba zapamwamba komanso kusanthula kwamaganizidwe, kuzindikira machitidwe ndi zidziwitso zomwe zingakhale zovuta kuti ofufuza aumunthu azindikire.
  4. Kuwunikiratu: Mitundu ya AI imatha kulosera zam'tsogolo ndi machitidwe, kupereka zidziwitso zofunikira kwamakampani ndi mabungwe.
  5. Kuwunika Nthawi Yeniyeni: Zida zochokera ku AI zimatha kuyang'anira zokambirana za pa intaneti mu nthawi yeniyeni, kulola mabungwe kuti azindikire mwamsanga ndikuyankha pazomwe zikuchitika komanso zovuta.

Kugwiritsa ntchito AI ndi netnography, ofufuza, akatswiri ogulitsa, ogulitsa, ndi otsatsa amatha kupeza chidziwitso chozama komanso kumvetsetsa madera a pa intaneti, ndikupanga zisankho zabwinoko potengera kumvetsetsa kumeneku.

Ngati mukufuna kugula lipoti la Netnography kwa makasitomala anu kapena omwe akupikisana nawo, musazengereze kulumikizana ndi kampani yanga, DK New Media.

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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