Pamene kasitomala wanu amakonda adblock kuposa inu

Takhala tikudziwa kale za chodabwitsa chosinthira chidwi cha otsatsa komanso ndalama zawo kupita pa intaneti ndi makanema apa digito. Komabe, zaka zingapo zapitazi ndizizindikiro kuti kutsatsa kwa digito sikungathenso kugwira ntchito mwakachetechete. Izi ndichifukwa choti kutchuka kwa njira zosiyanasiyana zomwe zimalepheretsa zomwe zili mkati mwake zikukula.

Malinga ndi kafukufuku ku US, 38% ya ogwiritsa ntchito akuluakulu pa intaneti amathandizira kuletsa zotsatsa. Ku Poland, makamaka, chifukwa kumapeto kwa 2017 chiwerengerochi chinali 42%. Mu Novembala 2018, Association of Internet Industry Employers IAB Polska idasindikiza lipoti la kuchuluka kwa kutsekeka kwa malonda pa intaneti. Anawonetsa kuti chiwerengero cha blockers m'dziko lathu chawonjezeka ndi 200% m'zaka zisanu, ndipo pakati pa ogwiritsa ntchito PC kale kuposa 90% (1)! Mu mafoni ndi mapiritsi, kuchuluka kwa kutsekereza kumakhala kotsika kwambiri, koma kukukula.

Kuletsa malonda ndi gawo limodzi chabe lazovuta, ndipo ngakhale zotsatira za kuphatikiza kwazifukwa zakuchepa kwakuchita bwino kwa kutsatsa komanso kutsatsa mwachikhalidwe (2). Chimodzi mwazifukwa zomwe bizinesi iyi ikubwerera ndikusintha kwachitukuko ndi malingaliro a olandira achichepere pambuyo pakusintha kwaukadaulo.

A Zetas sakufuna kulengeza

Malinga ndi kafukufuku wa Bloomberg, otchedwa mbadwo Z (i.e. anthu obadwa pambuyo pa 2000 - ngakhale, malinga ndi magwero ena, 1995 ili kale kusintha), chaka chino chiyenera kupitirira chiwerengerocho. zaka zikwizikwi (wobadwa m’zaka za m’ma 80 ndi m’ma 90), kufika pafupifupi 32% ya anthu onse m’mayiko otukuka. Mwachiwonekere, chidziwitsochi chimakhala ndi bizinesi yolimba komanso yotsatsira, yomwe imakhudzanso kwambiri ma TV, intaneti ndi malo ochezera a pa Intaneti. Zakachikwi zili ndi mphamvu zogulira zokwana $ 65 biliyoni, malinga ndi kafukufuku wa Nielsen, omwe tsopano ali pansi pa $ 100 biliyoni Zeci angagwiritse ntchito pogula.

Pakhala pali zowunikira zambiri zoyesa kupeza zosowa za Generation Z. M'ma TV (mu nkhani iyi yofanana ndi intaneti), choyamba, akuyang'ana mwamphamvu zinachitikira payekha, ndi kutsindika kwambiri chitetezo chachinsinsi. Chodabwitsa china chomwe chimasiyanitsa m'badwo uno ndi wakale ndikuti oimira ake amakonda zosangalatsa kuposa maubwenzi. Izi ndi zomwe kafukufukuyu akuwonetsa, zomwe zikuwoneka kuti zikutsimikiziridwa ndi masamba omwe adasankha, makamaka TikTok. Malingaliro awo pazamalonda achikhalidwe amawonetsedwa ndi ma memes otchuka, monga, mwachitsanzo, kutsatsa kwachipongwe pamasamba ochezera, olembedwa ngati zotsatsa zakale zamanyuzipepala (chophimba).

Njira zolankhulirana ndi zidziwitso zomwe zimakondedwa ndi m'badwo uno zimafotokozedwa ndi akatswiri ngati "Instant" (). Chitsanzo cha ntchito yotereyi ndi Snapchat, ntchito yotumiza makanema ndi zithunzi zomwe zimapezeka kuti ziwonedwe kwa masekondi osapitilira 60.

Mogwirizana ndi m'badwo uno, zochitika ndizofala kwambiri zomwe sizili bwino kwa otsatsa omwe nthawi zambiri amakhala ndi zotsatsa (mwachitsanzo mawebusayiti). Ogula achichepere ali okonzeka kusintha ntchito ndi mautumiki. wogwiritsa ntchito ndalama (mwachitsanzo, Netflix kapena Spotify), kusiya zotsatsira zachikhalidwe. Achinyamata adafunsira malonda ad blocks pamlingo waukulu. Komabe, izi sizikutanthauza chikhumbo chofuna "kunyenga" ofalitsa, monga ena angakonde kuti awone, koma kukana kwathunthu kwa chikhalidwe cha chikhalidwe cha malonda. Ngati wofalitsa alamula kuti njira yoletsa malonda ikhale yolephereka kuti wogwiritsa ntchito azitha kuyang'ana zomwe zili, achinyamata amatha kusiya kuigwiritsa ntchito. Pa ndondomeko ya ndalama, kusiya kutsatsa kumapambana.

Njira yotsatsira pa intaneti, yomwe idawonekera zaka makumi awiri zapitazo, inali yofanana ndi njira yakale yopezera ndalama. Kale, nyuzipepala inali yotchipa chifukwa ofalitsa ankapeza ndalama potsatsa malonda. TV ndi wailesi zinali zaulere (kuphatikiza kulembetsa, inde), koma mumayenera kupirira zotsatsa. Zolemba pa portal zitha kuwerengedwa, koma zikwangwani zokhumudwitsa zidayenera kuchotsedwa kaye. M'kupita kwa nthawi, kutsatsa pa intaneti kwakhala kokulirakulira komanso kosalekeza. Ogwiritsa ntchito intaneti akale mwina amakumbukira nthawi zina zomwe zinali zosatheka kuwona mawu chifukwa cha makanema ojambula pamanja ndi makanema. Kutseka iwo asanakhale "kusewera" kunali kovuta, ndipo nthawi zina sikutheka nkomwe.

Motsogozedwa ndi kutsatsa kwaphokoso, kosokoneza, zitsanzo zapawayilesi tsopano zikuwoneka kuti zidzalephereka. Zitsanzo siziri zofalitsa zokha, chifukwa sizinganenedwe kuti omalizawo adzapeza njira zina zopangira ndalama pa ntchito zawo. Komabe, zotsatsa za El Dorado zikuwoneka kuti zikutha chifukwa ogwiritsa ntchito adapandukira zotsatsa.

Mosiyana ndi zimene anthu ambiri amakhulupirira, achinyamata sadera nkhawa zimenezi ngakhale pang’ono. machitidwe olembetsangakhale pakati pa zomwe ali okonzeka kulipira, palibe zolemba, palibe malipoti, palibe utolankhani, zomwe zimaperekedwa ndi atolankhani. Ndi Spotify, mukhoza kuchotsa mavidiyo pa ndalama zochepa. Ku Netflix, kulipira chindapusa cholembetsa, mutha kuwona chilichonse chomwe mtima wanu ungafune. Izi zimakwanira ogwiritsa ntchito.

2. Kuchepetsa mphamvu zotsatsa

Zambiri ndi kufalitsa m'malo motsatsa

Palinso vuto ndi malonda omwewo. Osati kokha zitsanzo zakale zopanga ndi kugulitsa zofalitsa zasiya kugwira ntchito, koma kusintha kwa chikhalidwe cha malonda omwe atolankhani ankakhala nawo bwino akukumana ndi apocalypse yake yaying'ono.

Howard Gossage, wodziwika bwino pazaka za m'ma 60s, adadziwika ndi mawu akuti: "Anthu amawerenga zomwe amakonda. Nthawi zina zimakhala zotsatsa.

Othirira ndemanga ambiri amakhulupirira kuti chiganizochi chili ndi chinsinsi chothandizira kumvetsetsa momwe kusatsa malonda kumathandizira. Yenera kukhala zosangalatsa kwa wolandiraosati kudzikonda, monga, mwatsoka, nthawi zambiri zimachitika. Otsatsa ayeneranso kukumbukira izi omvera amasintha pakapita nthawi. Njira yopangidwa makamaka ndi otsatsa ndi malonda kuti azitha kujambula kusintha kwa "mibadwo" yotsatizana ikuyenera kuthandiza kupanga omwe akufuna kuti alandire mauthenga otsatsa.

M'dziko "lakale" pamaso pa Facebook ndi Google, panalibe njira zabwino, zotsika mtengo zofikira anthu omwe amafunafuna zinthu ndi ntchito za niche. Makampani opambana adapereka zinthu zomwe zimayang'aniridwa ndi anthu wamba ndikutsatsa ndi chiyembekezo cha olandila ambiri - masauzande, mamiliyoni a anthu nthawi imodzi. Zotsatsa zopambana zotsatsira m'nthawi yapitayi nthawi zambiri zimangoyang'aniridwa ndi malo odyera akulu (monga a McDonald's), opanga magalimoto, ma hypermarket, makampani a inshuwaransi, kapena malonda ogula omwe amayendetsedwa ndi makampani akuluakulu.

Kulowa m'nthawi yamakono, pomwe intaneti yalowa m'malo mwa masitolo ogulitsa ndi masitolo odziwika bwino, amachepetsa mtunda pakati pa wogula ndi wogulitsa ndi kuchotsa zopinga zosiyanasiyana, monga za malo. Intaneti yapatsa ogula ndi ogulitsa mwayi wolumikizana kwambiri kuposa kale. Masiku ano, kampani yopereka chinthu china, niche ili ndi mwayi, pogwiritsa ntchito mwaluso zida za intaneti, kufikira makasitomala ake onse, omwe ndi ambiri. - mwachitsanzo, Bevel, yomwe imapanga zida zometa makamaka kwa amuna akuda. M'dziko lakale, kutsatsa chinthu china sikunali kopindulitsa kwa makampani akuluakulu ndi maunyolo ogulitsa, chifukwa kunakhala okwera mtengo kwambiri pa unit yomwe idagulitsidwa. Intaneti imachepetsa biluyi ndipo imapangitsa kuti malonda asakhale opindulitsa kwambiri.

Kugulitsa ndi kupindula kumayendetsedwa ndi zida ndi kutsatsa kuchokera ku Google ndi Facebook. Mtengo wopezera kasitomala yemwe angakhale wogula umakhalabe wotsika potengera kuthekera kotsatsanso komanso kusunga makasitomala kudzera munjira zambiri zolumikizirana zomwe intaneti imapereka.

Kuchulukitsa kulondola kwa kukonza kwa data kumatha kubweretsa dziko lomwe wogula aliyense ali ndi mwayi wopeza zinthu zomwe zimakwaniritsa chilengedwe chake, osati zosowa za ogula. Ili ndi dziko lopanda zizindikiro ndi zizindikiro, chifukwa zenizeni zochokera ku chidziwitso, osati kutsatsa, lingaliro la "brand trust" kulibe. Wogula wodziwa amagula zinthu ziwiri zofanana. Mwachitsanzo, adziwa kuti mankhwala omwe amagwiritsidwa ntchito pa mankhwalawa ndi ibuprofen, ndipo Dolgit, Ibuprom, Ibum kapena Nurofen amangopanga malonda. Apanga chisankho mozindikira momwe angagulitsire ibuprofen ndi phukusi lomwe akufuna.

Otsatsa malonda akamvetsa msanga dziko latsopanoli, ndipo akasiya mwamsanga kumenyana kuti abweretse “masiku abwino akale” m’makampani otsatsa malonda, amakhala bwino kwa iwo. Masewerawa si gawo la phindu la Google kapena Facebook, chifukwa zimphona zapaintaneti sizikufuna kugawana nawo phindu lawo. Izi ndi za zambiri ndi deta. Ndipo ndi chida ichi, osati ndalama zotsatsa, zomwe zimayendetsedwa ndi zimphona zapaintaneti. Ndipo popeza sizikunenedwa konse kuti zambiri za ogwiritsa ntchito ndi zidziwitso zachinsinsi zimayendetsedwa ndipo ziyenera kuyendetsedwa ndi Google ndi Facebook, pali china chake chomenyera.

Mu Lipoti la Trade Innovation Report, lomwe owerenga a MT apeza m'magazini ino, timalemba za njira zatsopano zochokera ku zamakono zamakono - AI, AR, VR ndi - njira zatsopano zogulitsa, kumanga zokambirana, kulimbikitsa maubwenzi ndi makasitomala payekha kupereka ndi njira zina zambiri zatsopano zokopa ogula. Zonsezi zitha kulowa m'malo mwamitundu yakale yotsatsa komanso kutsatsa. Inde, makampani adzayenera kuphunzira momwe angachitire izi, koma adaphunziranso momwe angalengezere bwino m'mbuyomo.