Kana mutengi wako achida adblock kupfuura iwe

Isu takagara tichiziva nezve chiitiko chekuchinja kutarisisa kwevashambadzi nemari yavo kuenda kuInternet uye digital media. Nekudaro, makore mashoma apfuura zviratidzo zvekuti kushambadzira kwedhijitari hakuchagone kushanda chinyararire. Izvi zvinokonzerwa nekuti kufarirwa kwemaitiro akasiyana-siyana anovharira zvirimo kuri kukura.

Zvinoenderana netsvagiridzo muUS, 38% yevakuru vashandisi veInternet vanotsigira kuvharika kwekushambadzira. MuPoland, kunyanya, nokuti pakupera kwe2017 nhamba iyi yaiva 42%. Muna Mbudzi 2018, iyo Association of Internet Indasitiri Vashandirwi IAB Polska yakaburitsa chirevo pamusoro pehukuru hwekuvharika kwekushambadzira paInternet yekumba. Akaratidza kuti nhamba yevavharidzi munyika yedu yakawedzera kusvika 200% mumakore mashanu, uye pakati pevashandisi vePC inotopfuura 90% (1)! Mune smartphones uye mahwendefa, iyo muzana yekuvhara yakaderera zvakanyanya, asi iri kukura.

Ad blocking inongova chikamu chedambudziko, uye kunyangwe mhedzisiro yekubatanidzwa kwezvikonzero zvekudzikira kwekubudirira kwekushambadzira uye kushambadzira mupfungwa yechinyakare (2). Chimwe chezvikonzero nei bhizinesi iri richidzokera ishanduko yechizvarwa uye mafungiro evadiki vanogamuchira mushure mekuchinja kwetekinoroji.

MaZeta haadi kushambadza

Maererano nekuongorora kweBloomberg, izvo zvinodaidzwa Chizvarwa Z (kureva vanhu vakazvarwa mushure me2000 - kunyangwe, maererano nezvimwe zvinyorwa, 1995 yatove shanduko), gore rino inofanira kudarika nhamba. millennia (akazvarwa mu80s uye 90s), anosvika 32% yehuwandu hwevanhu munyika dzakabudirira. Zviripachena, ruzivo urwu rune bhizinesi rakasimba uye toni yekusimudzira, iyo zvakare ine simba rakadzama panhau, Indaneti uye mapuratifomu evanhu. Mamireniyumu ane simba rekutenga rinofungidzirwa mabhiriyoni makumi matanhatu neshanu emadhora, sekureva kwekambani yekutsvagisa Nielsen, iyo ikozvino iri pasi pemadhora zana emabhiriyoni emadhora anogona kushandisa Zeci pakutenga.

Pakave nekuwongorora kwakawanda kuyedza kubata zvinodiwa zveGeneration Z. Mune midhiya (munyaya iyi yakaenzana neInternet media), kutanga kwezvose, ivo vari kutsvaga zvakasimba personalized experience, nekusimbisa kwakasimba kwazvo kuchengetedzwa kwekuvanzika. Chimwe chiitiko chinosiyanisa chizvarwa ichi kubva kune chakapfuura ndechekuti vamiririri varo vanoda varaidzo pane kufambidzana. Izvi ndizvo zvinoratidzwa neongororo, zvinoita sekunge yakasimbiswa nemawebhusaiti avakasarudza, kunyanya TikTok. Maonero avo pakushambadzira kwechinyakare anoratidzirwa neakakurumbira memes, senge, semuenzaniso, kushambadzira kweparody pasocial network, yakashongedzwa seyekare pepanhau kushambadzira (chifukidzo).

Nhaurirano uye mapuratifomu eruzivo anofarirwa nechizvarwa chino anotsanangurwa nenyanzvi se "Kumhanya" (). Muenzaniso webasa rakadaro Snapchat, application yekutumira mavhidhiyo uye mapikicha anowanikwa kuti atariswe kweasingapfuure makumi matanhatu masekonzi.

Nezve chizvarwa chino, zviitiko zvakajairika izvo zvisina kunaka kune vezvenhau vanogara vachirarama nekushambadzira (kureva mawebhusaiti). Vatengi vechidiki vanonyanya kuda kushandura kune masevhisi uye masevhisi. mushandisi anopihwa mari (semuenzaniso, Netflix kana Spotify), vachisiya tsika yechinyakare yekushambadzira modhi. Vechidiki vakanyorera ad zvikamu pamwero mukuru. Zvisinei, izvi hazvirevi zvakanyanya chido che "kunyengera" vaparidzi, sevamwe vangada kuzviona, asi kurambwa kwakakwana kwechinyakare chema media-advertising model. Kana muparidzi akaraira kuti ad-blocking nzira kuti iregedzwe kuitira kuti mushandisi agone kufamba kune zviri mukati, vechidiki vanokwanisa kubuda mukushandira. Pachirevo chemari, kusiiwa kwekushambadzira kunokunda.

Iyo yekushambadzira modhi yepamhepo media, iyo yakabuda makumi maviri emakore apfuura, yaive yakanyanya kufanana neyekare nzira yekupa mari. Kare, pepanhau rakanga risingadhure nokuti vabudisi vacho vaiita mari nokushambadzira. TV neredhiyo zvaive zvemahara (pamwe nekunyoreswa, hongu), asi waifanira kushivirira kushambadzira. Zvinyorwa zvepa portal zvaigona kuverengwa, asi mabhena anogumbura aifanira kutanga abviswa. Nekufamba kwenguva, kushambadza paInternet kwakawedzera hutsinye uye kunoramba kuchienderera. Vashandisi veInternet vakura vangangorangarira mamiriro ezvinhu pazvaive zvisingaite kuona zvinyorwa nekuda kwemapopopu nemavhidhiyo. Kuvavhara vasati "vatamba" kwakanga kwakaoma, uye dzimwe nguva zvaisaita zvachose.

Vachisundwa neruzha, kushambadza kunopindira, mhando dzezvinobudisa nhau zvino dzinoita sedzakada kukundikana. Mienzaniso haisi iyo nhepfenyuro pachayo, nokuti haigoni kutongerwa kunze kuti iyo yekupedzisira ichawana dzimwe nzira dzekuita mari mabasa avo. Nekudaro, kushambadza kwaEl Dorado sezviri kupera kuri kupera nekuti vashandisi vakapandukira ads.

Kusiyana nezvinodavirwa nevakawanda, vechiduku havatombonetseki nazvo. kunyorera masisitimukunyangwe pakati pezvavanoda kubhadhara, hapana zvinyorwa, hapana mishumo, hapana utori venhau, izvo zvinogara zvichipihwa nevezvenhau. NeSpotify, unogona kubvisa mavhidhiyo nemari shoma. NeNetflix, unogona kubhadhara muripo wekunyoresa kuti utarise chero chinodiwa nemoyo wako. Ichi chinopihwa chinokodzera vashandisi.

2. Kuderedza kushanda kwekushambadzira

Ruzivo uye kufukidza pane kushambadza

Panewo dambudziko ne ad pachayo. Kwete chete mhando dzekare dzekugadzira nekutengesa midhiya dzakamira kushanda, asi kugadziridzwa kwechinyakare kwekushambadzira uko vezvenhau vakararama zvakanaka kwazvo kuri kusangana neayo diki apocalypse.

Howard Gossage, mutambi ane mavara munguva yegoridhe yekushambadzira muma60s, akave nemukurumbira nemutsara wekuti: "Vanhu vanoverenga zvavanofarira. Dzimwe nguva chiziviso.

Vatsinhiri vazhinji vanotenda kuti mutsara uyu une kiyi yekunzwisisa kushanda kwekushambadzira. Inofanira kuva zvinonakidza kune anogamuchirauye kwete udyire, sezvo, zvinosuruvarisa, zvinowanzoitika. Vashambadziri vanofanirawo kuyeuka izvozvo vateereri vanochinja nekufamba kwenguva. Nzira yakagadzirwa zvakanyanya nenyika yekushambadza uye yekushambadzira kutora shanduko mu "zvizvarwa" zvinoteedzana inofanira kubatsira kugadzira vanogashira vanogashira mameseji ekushambadzira.

Munyika "yekare" pamberi peFacebook neGoogle, pakanga pasina nzira dzakachipa, dzakachipa dzekusvika kune vanhu vaitsvaga zvigadzirwa nemasevhisi. Makambani akabudirira akapa zvigadzirwa zvakanangidzirwa kune veruzhinji uye zvakashambadzirwa netarisiro yevazhinji vanogamuchira - mazana ezviuru, mamirioni avanhu kamwechete. Mishandirapamwe yekushambadzira midhiya yakabudirira yenguva yapfuura yaiwanzonangana nemacheni mahombe eresitorendi (seMcDonald's), vagadziri vemotokari, mahypermarkets, makambani einishuwarenzi, kana mhando dzezvinhu zvevatengi dzinotungamirwa nemakambani makuru makuru.

Kupinda munguva yemazuva ano, uko iyo Internet yakatsiva iyo yechinyakare zvitoro modhi nezvitoro uye anozivikanwa mhando brand, ine zvakanyanya. inopfupisa chinhambwe pakati pemutengi nemutengesi uye inobvisa zvipingamupinyi zvakasiyana-siyana, zvakadai sepanzvimbo. IInternet yakapa vatengi nevatengesi mukana usina kumboitika kune mumwe nemumwe. Nhasi, kambani inopa chimwe chinhu, niche chinhu chine mukana, neunyanzvi kushandisa zvishandiso zveInternet, kusvika kune vatengi vayo vose, avo vakawanda. - semuenzaniso, Bevel, iyo inogadzira kits yekuveura yakanangana nevarume vatema. Munyika yekare, kushambadzira chimwe chigadzirwa kwakanga kusingabatsiri kumakambani makuru nemaketani ezvitoro, nokuti zvakazove zvakadhura zvakanyanya pane imwe unit inotengeswa. Indaneti inodzikisira bhiri iri uye inoita kuti kushambadzira kushomeke zvigadzirwa zvine pundutso.

Kutengesa uye kuita purofiti kunofambiswa nemidziyo uye kushambadza kubva kuGoogle neFacebook. Mutengo wekutora angangove mutengi unoramba wakaderera kupihwa mukana wekutengesazve uye kuchengetedza vatengi kuburikidza nemhinduro dzakawanda dzekutaurirana dzinopihwa neInternet.

Kuwedzera kurongeka kwekugadziriswa kwedata kunogona kupedzisira kwatungamira kune nyika umo mutengi wega anowana nekukurumidza kune zvigadzirwa zvinosangana nebiological yake, pane zvinodiwa nevatengi. Iyi inyika isina mabhureki uye zviratidzo, nekuti mune chokwadi chakavakirwa paruzivo, kwete kushambadzira, iyo pfungwa ye "brand trust" haipo. Mutengi ane ruzivo anotenga zvakachipa zvezvigadzirwa zviviri zvakafanana. Semuenzaniso, iye achaziva kuti iyo inoshandiswa mumishonga ibuprofen, uye Dolgit, Ibuprom, Ibum kana Nurofen ingori kushambadzira kuvaka. Ivo vanozoita sarudzo yekuziva mune ipi fomu uye mune ipi yekurongedza yavanoda kutenga ibuprofen.

Kana vashambadziri vachikurumidza kunzwisisa nyika itsva ino, uye kana vakakurumidza kurega kurwa kuti vadzorere “mazuva ekare akanaka” muindasitiri yokushambadza, zvinovaitira zviri nani. Mutambo uyu hausi mugove wepurofiti yeGoogle kana Facebook, nekuti hofori dzeInternet dzinenge dzisingade kugovera purofiti yavo. Zviri pamusoro ruzivo uye data. Uye ndicho chitubu ichi, uye kwete mari yekushambadzira, inodzorwa nehofori dzeInternet. Uye sezvo zvisina kutaurwa zvachose kuti ruzivo rwevashandisi uye data yakavanzika zvinodzorwa uye zvinofanirwa kudzorwa chete neGoogle neFacebook, kuchine chimwe chinhu chekurwira.

MuTrade Innovation Report, iyo vaverengi veMT vachawana munyaya ino, tinonyora pamusoro penzira itsva dzinobva pamatekinoroji ezvino - AI, AR, VR uye - nzira itsva dzekutengesa, kuvaka hurukuro, kusimbisa hukama nevatengi vega, kugadzirisa kupa uye dzimwe nzira dzakawanda itsva dzekukwezva vatengi. Zvese izvi zvinogona kutsiva zvechinyakare zvimiro zvekushambadzira nekushambadzira. Zvechokwadi, makambani achafanira kudzidza izvi, asi vakadzidzawo nzira yekushambadza inobudirira munguva yakapfuura.