Phatha eyodwa esitolo se-intanethi Kudinga okungaphezu kokulayisha ikhathalogi yomkhiqizo. Ukwakha i- isizindalwazi esiqinile mayelana namakhasimende ethu ukuze uhlele amasu wokuthengisa kusebenza kahle ngempela. Phakathi kwazo zonke iziguquguquko ezitholakalayo, ubulili bezilaleli zethu (kanye nezinye izici ezifana nobudala, umongo wokuphequlula, noma idivayisi) kusalokhu kungenye yezinzuzo ezibaluleke kakhulu zokwenza ngcono i- ukukhangisa kwezentengiselwano ze-enjalo ngombono ohloniphekile futhi kude nemibono ebandlulula ngokobulili.
Ukubaluleka kobulili ekukhangiseni kwe-e-commerce
Elinye lamaphuzu abaluleke kakhulu okufanele uwacabangele lapho uklama imikhankaso ye- esitolo se-intanethi Kumayelana nokuqonda ukuthi amadoda nabesifazane baziphatha kanjani endaweni yedijithali. ulwazi oluqondile mayelana nokusatshalaliswa kobulili kumakhasimende ethu kanye nethrafikhi engaba khona kusenza sikwazi ukulungisa imiyalezo, ubuciko, amafomethi, kanye nokuhlangenwe nakho kokuthenga ukuze sithuthukise isilinganiso sokuguqulwa ngaphandle kokuwela ezindabeni ezilula.
Into yokuqala okudingeka siyazi ukuthi, ngokujwayelekile, inani labathengi abaku-inthanethi Ngokuvamile kulinganiswa kahle phakathi kwabesilisa nabesifazane. Ngokomlando, amaphesenti abikwe eseduze no-46,1% kwabesifazane uma kuqhathaniswa namaphesenti afanayo kakhulu kwabesilisa, okubonisa ukuthi imakethe yedijithali ilingana cisheLokhu kusho ukuthi asikho isitolo esingakwazi ukunganaki ubulili, nokuthi isihluthulelo akusikho ukuthi ubani othenga okuningi, kodwa kunalokho... indlela ingxenye ngayinye ethenga ngayo nokuthi yiziphi izikhuthazo ezisebenza kahle kakhulu.
Kodwa-ke, ngale kwezibalo zomhlaba wonke, inzuzo yangempela yokuncintisana iyavela lapho sihlaziya idatha yethuKubo bonke abasebenzisi abathenga ku-inthanethi, sidinga ukwazi kahle: Bangaki abantu abangamadoda esitolo sethu? y Bangaki abesifazane? Ngaphezu kwalokho, kubalulekile ukutadisha indlela abasebenzisi abasebenzisana ngayo namakhasi omkhiqizo, ukuthi yiziphi izimpahla zokudala ezikhiqiza ukuchofoza okuningi, nokuthi yiziphi izinto zokuphequlula abazithola zilula kakhulu. Ukuze wenze lokhu, kuyalulekwa ukuthi ugcine irekhodi lakamuva lamakhasimende ethu (i-CRM, amafomu, izihlonzi zokuthenga, kanye nemicimbi yokuhlaziya) esivumela ukuthi sihlukanise futhi sihlaziye ukuziphatha ngobulili.
Indlela imikhiqizo kanye nendawo yokuthengisa ethinta ngayo ukuthengisa ngokobulili
Impendulo yokuthi bangaki abesilisa nabesifazane abathenga esitolo sethu izonqunywa kakhulu yi- imikhiqizo esiyinikezayo kuwebhusayithi yethuKunezigaba ezicacile ezisekelwe kubesifazane noma kubesilisa (isibonelo, izingxenye ezithile izimonyo nemfashini Zivame ukubhekiswa kakhulu kwabesifazane, kuyilapho izindawo ezifana imidlalo nokubheja (zivame ukuqondiswa kwabesilisa), yize kwezinye imikhakha efana izimoto, ubuchwepheshe, amathoyizi noma iziphuzo Ibhalansi yobulili inkulu futhi ukuhlukaniswa kumele kube kuhle kakhulu.
Ngaphezu kwekhathalogi, indawo yokuthengisa Kudlala indima ebalulekile. Ezitolo zendabuko, izici ezifana nokukhanyisa, ukubekwa kweshalofu, kanye nokuhlanzeka kucatshangelwa ngokucophelela. Kwezentengiselwano ze-e, okulinganayo kuyi- Umklamo wewebhu ocacile nolula ukuwusebenzisa ofanelana nokuziphatha kobulili ngabunyeIzifundo ezahlukene ziphakamisa ukuthi amakhasimende wesifazane ikakhulukazi iwuhlonipha umuzwa we ukuhleleka, ukuhlanzeka kokubona, ukuvumelana kombala kanye nenqwaba yolwazi oluwusizo, kuyilapho abaningi abathengi besilisa Babeka phambili ukuthola umkhiqizo owufunayo ngokushesha futhi Qedela ukuthenga ngokushesha okukhulunge-interfaces ehlelekile kakhulu futhi ngaphandle kwezinto ezingadingekile.
Abaphathi bezitolo eziku-inthanethi bathole ukuthi indawo yokuthengisa ethinta ubulili Lokhu kwandisa inani lama-oda. Lokhu kuthinta design web, kodwa futhi imibhalo, izithombe namafomethiIzifundo eziningana zibonisa ukuthi abesifazane bavame ukuzizwa bekhululekile kakhulu izithombe ezimile nezichazayo, ephelezelwa imibhalo emide echaza ukusetshenziswa kanye nezinzuzo, kuyilapho amadoda ecubungula kangcono izithombe noma amavidiyo agqwayizayo kanye nezincazelo ezimfushane, eziqondiswe ku izici, idatha kanye nokusebenza.
Ngokulandela le ndlela, abathengisi abaningi bezinto zikagesi baklama i- indawo ebukekayo nehlelekile kahlengokugxila ezicini zobuchwepheshe, ukuqhathanisa, kanye nezihlungi zemikhiqizo ezithuthukisiwe. Ngokuphambene nalokho, izitolo ezihloselwe izithameli ezivame ukuba ngabesifazane zivame ukugxila ku izakhiwo ezifudumele, okuqukethwe ngokomzwelo kanye nezinto eziqinisa umuzwa womphakathi, ukwethembana, kanye nokunconywa ontanga.
Imiyalezo yokumaketha nge-neuromarketing, ubulili kanye nokukhangisa
El neuromarketing kukhombisile ukuthi umehluko phakathi kwe-neurophysiological phakathi ubuchopho bowesilisa nowesifazane Zithonya indlela izinto ezikhuthaza ukukhangisa ezicutshungulwa ngayo, zithinta imizwa, inkumbulo, kanye nokwenza izinqumo zokuthengaLo mehluko awunqunyelwe, kodwa uyasiza ukuqonda ukuthi kungani amafomethi athile esebenza kangcono nengxenye ethile uma ehlanganiswa nezici zomphakathi, zamasiko, kanye nezimo.
Kwabesifazane, kuvame ukubonwa ukuthi i-prefrontal cortex ethuthukisiwe kakhuluindawo ehlobene nokuphathwa kwemizwa eyinkimbinkimbi. Lokhu kuchaza ukuthi kungani besabela kakhulu okuqukethwe okugcwele izindinganiso, uzwela kanye nokuxhumana nabantuhhayi imiyalezo yothando kuphela, kodwa nakho konke okukhanga ukuzibona, ubungane, ubudadewethu kanye nokuvikelwa kwabanye (isibonelo, izingane ezincane noma amaqembu asengozini). Imikhankaso efana nezinye izikhangiso ezivela I-Calzedonia Zibonisa le ndlela lapho imizwa iyibo abalingiswa abaphambili ngokuphelele.
El i-corpus callosumUmgudu we-neuromuscular, obangela ukuxhumanisa zombili izingxenye zobuchopho, ubonisa nentuthuko enkulu kwabesifazane abaningi, okuthuthukisa ikhono labo lokwenza kanjalo. ukuxhuma okuningiLokhu kuholela ekucutshungulweni okulula kakhulu ngasikhathi sinye. umbhalo, isithombe, umongo, kanye nemiyalezo yesibiliLokhu kuhambisana nohambo lokuthenga olude nolunemininingwane eminingi, lapho kuqhathaniswa khona izinketho eziningi ngaphambi kokuba kwenziwe isinqumo.
El i-hippocampusLesi sici esibalulekile senkumbulo yesikhathi eside sivame ukuthuthuka kakhulu ebuchosheni besifazane, ngakho-ke abesifazane bavame ukwenza kanjalo. khumbula imininingwane eminingi isikhathi esideKwezentengiselwano ze-e-commerce, lokhu kusho ukuthi umkhankaso oklanywe kahle futhi ohambisanayo ngokuhamba kwesikhathi Kungadala ukubuyiselwa komkhiqizo okunamandla kakhulu uma kuqinisa njalo izindinganiso, ithoni, kanye nezinzuzo.
Kwabesilisa, izifundo ze-neuromarketing ziqokomisa intuthuko enkulu ye i-parietal lobe (okuhlobene nokuqonda kwendawo) kanye amygdala, ehlobene nemizwa eyisisekelo efana nokuthi ukwesaba, intukuthelo, kanye nomuzwa wokusindaLokhu kusho ukuthi, ngokuvamile, amadoda amaningi asabela kangcono ku- izithombe ezithinta inhliziyo, amavidiyo ashukumisayo kanye nemiyalezo ekhanga izinselele, impumelelo yomuntu siqu, ukusebenza noma ukuphepha, ngaphandle kokugcizelela kakhulu ukulandisa izindaba okuningiliziwe.
Imibono ephambene ngobulili kanye nobuciko bokukhangisa kwezentengiselwano ze-inthanethi
Izifundo eziningi ezikhangisweni zamanje zibonisa ukuthi abesifazane bayaqhubeka nokuba abalingiswa abayinhloko ezikhangisweni eziningi kanye nemikhankaso yedijithali, hhayi nje njengabathengi, kodwa futhi njengabathengi abathengi kanye nabantu abanethonya endaweni yabo. Kodwa-ke, ukumelwa kwabo kusalokhu kuhlobene kakhulu imibono yobulili yendabukoikakhulukazi ezimweni zasekhaya nezokunakekelwa, okunganciphisa ukusebenza kahle kwesikhathi eside kwemikhiqizo futhi kudale ukwenqatshwa phakathi kwezilaleli ezizwela kakhulu ukulingana.
Izibonelo ezicacile kakhulu zobandlululo ngokobulili ekukhangiseni, njenge ukuhlazisa abesifazane, ukuphathwa kabi esimweni esihlekisayo noma ukusetshenziswa kwemizimba yabo ukukhanga ngokocansi njeBebelokhu belahlekelwa ukuba khona, kodwa ukungalingani ekwabiweni kwezindimaEzindaweni zasekhaya, abesifazane bayaqhubeka nokubonakala kakhulu njengabesifazane. umphathi wekhaya nomnakekeliEmsebenzini noma ezindaweni zomphakathi, uvame ukubekwa ezikhundleni ngaphansi kwabalingiswa besilisa, kokubili ezingeni lobuholi kanye nasemikhubeni yokusebenzisana (obani abaphakamisayo, obani abanqumayo, obani abafeza).
Kwezentengiselwano ze-inthanethi, lo mbono obandlulula udluliselwa ku- ukuhlukaniswa kwezinto zokudala nemikhiqizoKukhona ukuxhumana okuklanyelwe kuphela yamadoda o kwabesifazanelapho kuvela khona ubulili obubodwa kuphela, njengokungathi bahlala izingxenye ezibalulekile ezingangeni manziIzibonelo ezivamile zifaka phakathi izikhangiso ze- imidlalo nokubheja kuqondiswe kubantu kuphela noma izimonyo nemfashini kuhloswe ngabesifazane kuphela. Emikhakheni efana izimoto, ubuchwepheshe noma amathoyiziKukhona ukuhlangana okukhulu kwabesilisa nabesifazane, yize ukucwasa kusabonakala, isibonelo, lapho amantombazane ehlotshaniswa kakhulu namathoyizi okwakha kodwa abafana abahlanganyeli ngokwemvelo efanayo namathoyizi abhekwa "ngamantombazane" ngokwesiko.
Ubandlululo luyaqhubeka futhi izimpikiswano ezisetshenzisiwe ngabakhangisi: lapho ukukhangisa kuhloselwe abesifazane, kuvame ukusetshenziswa imiyalezo ethinta imizwa, okuhambisana nokuhlangenwe nakho komuntu siqu, okwemvelo nokungokoqobo; uma kuqondiswe kubantu, izimpikiswano zibekwa phambili okunengqondo futhi okusebenzayoLezi zici zihlobene nobuchwepheshe, idatha, kanye nokuqeqeshwa kobuchwepheshe. Ukuhlanganisa lezi zici emikhankasweni ye-e-commerce kusiza ukuthuthukisa imiphumela, kodwa kubalulekile ukwenza kanjalo. ngaphandle kokuqinisa imibono engafani lokho kubeka ubulili obuthile ngaphezu kobunye.
Ukuhlukaniswa okuthuthukisiwe, ukuhlolwa kwe-A/B, kanye nemikhankaso engenazo izisho ezivamile
Uma usunayo ulwazi olujwayelekile noluqondile Ngokuphathelene nokuthi bangobani amakhasimende ethu nokuthi asebenzisana kanjani, singenza ukuhlela umkhankaso wokumaketha ngokunemba okukhulu kakhulu. Enye indlela iwukuqalisa imikhankaso eqondiswe ngqo ku- abasebenzisi bamanjeukwenza imiyalezo, okunikezwayo, kanye nokuqukethwe kube ngokwakho; omunye uklama izenzo ezihloselwe ukuheha abasebenzisi abashaKulesi simo sokugcina, kungcono ukuthembela ku- umlando wokuguqulwa ukunquma ukuthi kungcono yini ukuqinisa ukuthengwa kohlobo oluthile noma ukulinganisela isisekelo samakhasimende.
Amapulatifomu we ukukhangisa ku-inthanethi Namuhla, zivumela ukusebenza ngezinguquko eziningi ngesikhathi esisodwa: ubulili, ubudala, izintshisekelo, uhlobo lwekhasi lapho isikhangiso siboniswa khona, umongo wencazelo, idivayisi, isikhathi sosuku, njll. Ukuhlolwa kwakamuva emikhakheni evamile, njenge imboni yezimotoZibonisa ukuthi uma kucatshangelwa iziguquguquko ezilula kuphela (isibonelo, indawo lapho kuvela khona isikhangiso kanye nobulili bomuntu ku-creative), imiphumela iyafana. Kodwa-ke, uma kufakwa izendlalelo ezengeziwe, njenge uhlobo lwenkampani oluvezwe esikhangisweni (umndeni noma abangani), ukuhlukaniswa kwewebhusayithi (ngokwesiko amakhasi abesilisa noma abesifazane) kanye ukuqondiswa komongo, the Izilinganiso zithuthuka phakathi kuka-20% no-60%kukhombisa ukwehluka okuphawulekayo ku inhloso yokuthenga.
Isibonelo, ukushintshana ubuhlakani besifazane buthathelwe indawo ngobowesilisa Edolobheni nasemndenini, kungadala ukwanda kwenhloso yokuthenga okungaphezu kuka-50%. Ukushintsha indawo yokudala idolobha ukuya ku-adventure ezikhangisweni zabesilisa noma zabesifazane (ikakhulukazi uma bevela ndawonye) bese ubabonisa ku izindawo ezihambisana nobulili obuhlukile ibonise ukwanda okukhulu kokucabangela kanye nesifiso sokuzama umkhiqizo. Lokhu okutholakele kusikisela ukuthi phula izincazelo ezivamile (isibonelo, ukubonisa abesifazane ezindaweni zokuzijabulisa noma izikhangiso "zabesifazane" kumasayithi avamile abesilisa) kungaba yimpumelelo enkulu.
Imininingwane iphinde iveze ukuthi imisebenzi yokudala igxile ezilalelini zesilisa Zisebenza kahle kakhulu uma zifakwe ngaphakathi kwe- idolobha kanye nemvelo yomndeni kunokuba ube semzuliswaneni nabangani, kuyilapho imisebenzi yokudala egxile ezilalelini zesifazane nabesifazane bodwa ezindaweni zokuzijabulisa kukhiqiza okwengeziwe inhloso yokuthenga uma ziboniswa ku- amasayithi kanye nezimo zesilisa ngokwesikoLe miphumela ephikisanayo iqinisa umqondo wokuthi ukukhangisa okusebenza kahle kakhulu kwezentengiselwano ze-inthanethi yilokho inselele yemithetho yobulili bese usebenzisa i- ukuhlolwa kwe-A/B okuqhubekayo ukuhlukanisa izinto eziguquguqukayo nokuthuthukisa imikhankaso.
Amasu okuqukethwe kanye nethoni ngokuya ngobulili ku-ecommerce yakho
Uma kusetshenziswa ekusebenzeni kwansuku zonke kwesitolo esiku-inthanethi, konke okungenhla kuhunyushwa kube uchungechunge lwe ukulungiswa okuqondile okungathuthukisa kakhulu ukusebenza kahle kokukhangisa ngaphandle kokulahla ukuxhumana okubandakanya wonke umuntu. Kubabukeli abaningi besifazane, kuyalulekwa ukusebenza izincazelo zomkhiqizo ezibanzi kakhuluezichaza ngokuningiliziwe ukusetshenziswa, izinzuzo kanye namathuba okusetshenziswaLokhu kuhambisana nezithombe ezinganyakazi zekhwalithi ephezulu kanye nokubuyekezwa okuvela kwabanye abasebenzisi. Ithoni ingaba nobungane futhi ithinte imizwa, kodwa ngaphandle kokwenza ingxoxo ibe yingane noma inciphise ingxoxo ibe yinhle noma ikhaya.
Endabeni yezilaleli ezivame ukuba ngabesilisa, ulwazi olufushane kakhulu nolugxile eziciningamashadi okuqhathanisa, idatha yobuchwepheshe, izilinganiso zokusebenza, namavidiyo acacile achazayo. Umgomo uwukuba umsebenzisi akwazi yenza isinqumo ngaphandle kokulibala okukhuluukuhamba endaweni ehlelekile, enezihlungi ezinamandla kanye nendlela yokuthenga eqondile.
Kuzo zombili izimo, kuyalulekwa ukugwema imiyalezo ebandlulula ngokobulili noma ebandlululayoEsikhundleni sokuqinisa umqondo wokuthi abesifazane bangaba semkhakheni wasekhaya kanye nabesilisa emkhakheni womphakathi noma wezobuchwepheshe, imikhiqizo ye-e-commerce ingasebenzisa ukuhlukaniswa kobulili ukuze ukwenza izindima ezintsha zibonakale: abanakekeli besilisa, abaholi besifazane, amantombazane anentshisekelo kwisayensi nobuchwepheshe, njll. Izinhlelo ezifana ne- I-Fempertising noma imikhankaso yomkhiqizo efana Ifomu Lomzimba (nge #BloodNormal), I-H & M. (no #LikeaLady) noma I-GoldieBox Zibonisa ukuthi ukuxhumana okubeka inselele izisho ezivamile kungaxhumana kanjani nomphakathi, futhi ngesikhathi esifanayo, kukhuphule ukuthengisa.
Hlanganisa ngobuhlakani umehluko wobulili ekuziphatheni ngombono we ukulingana nokuhlukahluka Ikuvumela ukuthi uklame ukukhangisa kwe-e-commerce okungagcini nje ngokuguqula kangcono, kodwa futhi okwakha uphawu oluqinile, olufanele oluhambisana namanani amanjeNgokusekelwe olwazini olujwayelekile noluqondile oluvela kumakhasimende ethu, isihluthulelo ukuzama, ukulinganisa nokucwenga, ukugwema amafomula aqinile nokuvumela idatha kanye nenhlonipho ngabantu kuqondise isu.
Isayithi le-ecommerce eliphatha ubulili njengento i-variable yokuhlukanisa enesibophoNgokulungisa ngokucophelela indawo yokuthengisa, ukusebenzisa i-neuromarketing ngokuhlakanipha, nokugwema imibono engajwayelekile, inesisekelo esiqinile kakhulu sokukhulisa imikhankaso yayo. ukukhangisa kwedijithali futhi kuqhubeke nokukhula kwesikhathi eside.