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Netnography ke eng? E Sebelisoa Joang Lithekisong le Lipapatsong?

Le utloile menahano ea ka kaofela motho oa moreki, 'me enke ea sebele ha e omelle posong eo ea blog, 'me ke se ke fumane mokhoa o mocha le o betere oa ho theha batho ba bareki.

Netnography e hlahile e le mokhoa o potlakileng, o sebetsang hantle, le o nepahetseng haholoanyane oa ho theha motho oa moreki. Mokhoa o mong oa sena ke lik'hamphani tsa lipatlisiso tsa marang-rang tse sebelisang data ea litaba tsa sechaba (geotagged) ho sekaseka litšebelisano tsa sechaba le likhetho tsa bareki ho latela sebaka se hlalositsoeng. Li-platform tsena li ka thusa basebelisi ho hula radius ho potoloha sebaka sefe kapa sefe seo ba se khethang, le bohla mefuta eohle ea data ho tsoa ho batho ba sebakeng seo.

Robert Kozinets, moprofesa oa boqolotsi ba litaba, ke moqapi oa marang-rang. Lilemong tsa bo-1990, Kozinets, Molula-setulo oa Hufschmid oa Strategic Public Relations le Business Communications o ile a qapa lentsoe lena - ho kopanya Inthanete le ethnography - mme a hlahisa mokhoa oa ho etsa lipatlisiso ho tloha fatše.

Tlhaloso ea Netnography

Netnography ke lekala la ethnography (tlhaloso ea mahlale ea litloaelo tsa batho le litso ka bomong) e sekasekang boitšoaro bo lokolohileng ba batho ba inthaneteng ba sebelisang mekhoa ea lipatlisiso tsa papatso ea inthanete ho fana ka leseli la bohlokoa.

Robert Kozinets

Netnography e hlophisa le ho sekaseka tlhaiso-leseling e mabapi le boits'oaro bo lokolohileng ba sechaba ba batho ba inthaneteng. Ntho ea bohlokoa ke hore data ena e bokelloa ha bareki ba itšoara ka bolokolohi, ho fapana le lipatlisiso tsa lipatlisiso tseo ka tsona bareki ba arabang ka linako tse ling ho thibela lihlong kapa ho khahlisa mofuputsi.

Litlaleho tsa Bareki khahlano le Netnography

Patlisiso ea persona ea moreki litlaleho li entsoe ka ho feletseng Sepheo Lintlha tseo e leng matšoao a 'nete a mokhoa oa bophelo, sehlahisoa le khetho ea brand. Bahlahlobisisi ba lipatlisiso ba bokella litlaleho ebe ba theha boemo ba likarolo tsa bareki bakeng sa sehlahisoa kapa tšebeletso ea hau.

Ke sesebelisoa se makatsang bakeng sa barekisi hobane data e ka hlophisoa kapele le ka nepo. Boitsebiso ho molemo hobane lik'hamphani li ka etsa hore liprofaele tsa tsona li hlophisoe hang-hang ho e-na le ho nka libeke kapa likhoeli ho bokella lipatlisiso. Ke phapang e kholo ho tsoa liphuputsong tsa setso tseo ka linako tse ling li ka nkang likhoeli ho li bokella le ho li sekaseka. Ha u fumana mofuta o joalo oa lipatlisiso, bareki ba hau ba ka fetoha hanyane. Kapa haholo.

Kahoo, hang-hang, ua tseba hore na bareki ba hao ba nang le chelete e ngata ke bo-mang, hore na ba thahasella eng ka nako eo, le hore na ke hobane'ng ha ba sebelisana le lithaka tsa bona.

Mofuta ona oa lipatlisiso o ntse o fana ka tlhaiso-leseling e mabapi le bareki ba hau ba nang le phaello e kholo ho kenyelletsa lekeno la ntlo, morabe, lintlha tsa bohloko, lipheo, litšusumetso, mesebetsi / boithabiso le tse ling. Litlaleho tsena li kanna tsa u joetsa hore na ke liwebosaete life kapa mabenkele afe ao motho e mong le e mong a ka sebetsang le ona le mantsoe a bohlokoa a mahlano ao u ka a sebelisang ho a fihlela.

Tlaleho ea marang-rang ke tlaleho ea lipatlisiso e hlahisang liphuputso tsa thuto ea marang-rang. Hangata e kenyelletsa likarolo tse latelang:

  1. Selelekela: Karolo ena e fana ka kakaretso ea potso ea lipatlisiso, semelo, le maemo a thuto, le mekhoa ea lipatlisiso e sebelisitsoeng.
  2. Kakaretso ea lingoliloeng: Kakaretso ea lipatlisiso tse teng mabapi le sehlooho le hore na thuto ea hajoale e kenya letsoho joang tsebong e teng.
  3. Pokello ea Tlhahlobo le Tlhahlobo: Tlhaloso ea mehloli ea lintlha le mekhoa e sebelisoang ho bokella le ho hlahloba lintlha.
  4. Liphello: Karolo ena e fana ka liphetho tsa mantlha tsa phuputso, ho kenyeletsoa le lihlooho tsa bohlokoa le lipaterone tse hlahileng ho data.
  5. Puisano: Karolo ena e hlalosa liphuputso le ho li amahanya le potso ea lipatlisiso le tlhahlobo ea lingoliloeng. E boetse e kenyelletsa lintlha tse mabapi le litlamorao tsa indasteri kapa sepheo se ikhethileng.
  6. fihlela qeto e: Kakaretso ea liphetho tsa mantlha, litlamorao, le litlhahiso tsa lipatlisiso tsa nako e tlang.
  7. References: Lethathamo la mehloli e boletsoeng tlalehong.

Ka kopo hlokomela hore sebopeho le litaba tsa tlaleho ea marang-rang li ka fapana ho latela potso ea lipatlisiso le indasteri eo e etselitsoeng eona.

Litsela Tse Ling Tsa Netnography li Sebelisoa Lipapatsong?

  1. Lipatlisiso tsa Bareki - Netnography e ka sebelisoa ho bokella lintlha le lintlha tse mabapi le bareki, ho kenyeletsoa likhetho tsa bona, maikutlo le boitšoaro. Sena se ka thusa barekisi ho theha matšolo a ho bapatsa a reriloeng le a sebetsang.
  2. Tlhahlobo ea tlholisano - Netnography e ka sebelisoa ho bokella lintlha le lintlha tse mabapi le bahlolisani, ho kenyelletsa le lihlahisoa tsa bona, maano a ho bapatsa le maikutlo a bareki. Sena se ka thusa barekisi ho tseba menyetla ea ho khetholla lihlahisoa tsa bona le boiteko ba ho bapatsa.
  3. Product Development - Netnography e ka bokella lintlha le lintlha tse mabapi le litlhoko le likhetho tsa bareki, tse ka tsebisang liqeto tsa nts'etsopele ea lihlahisoa le ho thusa barekisi ho etsa lihlahisoa tse finyellang litlhoko tsa bamameli ba bona.
  4. Marketing Content - Netnography e ka bokella lintlha le lintlha tse mabapi le hore na ke litaba life tse amanang le bamameli ba shebiloeng, tse ka thusang barekisi ho theha maano a atlehileng a ho bapatsa litaba.
  5. Monitor ea litaba tsa sechaba - Netnography e ka lekola liforomo tsa litaba tsa sechaba le sechaba sa marang-rang ho utloisisa lipuisano le mekhoa e amanang le lebitso kapa indasteri. Sena se ka thusa barekisi ho tseba menyetla ea ho ikopanya le bamameli ba bona le ho arabela litlhoko tsa bareki.

Netnography e ka ba sesebelisoa sa bohlokoa bakeng sa barekisi ba batlang ho bokella lintlha le lintlha tse mabapi le bamameli ba bona le indasteri, le ho theha maano a atlehileng a ho bapatsa.

Tsoelo-pele ho Artificial Intelligence le Netnography

AI hona joale e bapala karolo e ntseng e hōla ho nepahala ha pokello, tlhahlobo, le likhakanyo tse entsoeng ka lintlha tsa marang-rang. Mehlala ke ena:

  1. seba: AI algorithms e ka iketsetsa mokhoa oa ho bokella le ho hlahloba lintlha, ho etsa hore ho be bonolo le ho sebetsa hantle ho etsa lithuto tsa marang-rang.
  2. Tekanyo: AI e khona ho sekaseka lintlha tse ngata tse tsoang ho li-platform tse ngata, e fana ka kutloisiso e felletseng ea sechaba sa marang-rang.
  3. Tlhahlobo e tsoetseng pele: Lisebelisoa tse tsamaisoang ke AI li ka etsa tlhahlobo e tsoetseng pele ea mongolo le maikutlo, ho khetholla mekhoa le lintlha tse ka bang thata ho bafuputsi ba batho ho li lemoha.
  4. Tlhatlhobo ea Predictive: Mefuta ea AI e ka bolela esale pele mekhoa le boitšoaro ba nakong e tlang, e fana ka lintlha tsa bohlokoa bakeng sa lik'hamphani le mekhatlo.
  5. Tlhokomelo ea nako ea 'nete: Lisebelisoa tse thehiloeng ho AI li ka beha leihlo lipuisano tsa marang-rang ka nako ea sebele, ho lumella mekhatlo ho tseba ka potlako le ho arabela mekhoa le litaba tse hlahang.

Ho sebelisa AI ka marang-rang, bafuputsi, litsebi tsa thekiso, barekisi, le baphatlalatsi ba ka fumana lintlha tse tebileng le kutloisiso ea sechaba sa marang-rang, 'me ba etsa liqeto tse molemo ho latela kutloisiso ena.

Haeba u thahasella ho rekela bareki kapa bahlolisani ba hau tlaleho ea Netnography, u seke oa tsilatsila ho ikopanya le feme ea ka, Highbridge.

Douglas Karr

Douglas Karr ke mothehi oa Martech Zone le setsebi se tsebahalang sa phetoho ya dijithale. Douglas o thusitse ho qala tse 'maloa tse atlehileng tse qalang tsa MarTech, o thusitse boitelong bo nepahetseng ba chelete e fetang $5 bilione ho reka le matsete a Martech, mme o ntse a tsoela pele ho qala sethala le lits'ebeletso tsa hae. Ke mothehi-'moho oa Highbridge, feme ea boeletsi ea phetoho ea dijithale. Douglas hape ke sengoli se hatisitsoeng sa tataiso ea Dummie le buka ea boetapele ba khoebo.

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