Ukumaketha kudlula ekushintsheni okusheshayo kangangokuthi lokho obekusezingeni eliphezulu izolo akuphumeleli namuhla. Ukwanda okukhulu kobuhlakani bokwenziwa, ukuzwela okusha mayelana nobumfihlo bedatha, kanye nabathengi abaxhumene kakhulu kuguqule indlela imikhiqizo exhumana ngayo nabantu. Akusanele ukuqhuba umkhankaso omuhle: kufanele uklame okuhlangenwe nakho okuqondile, okwenzelwe wena, nokulinganiselwe kuzo zonke izindawo zokuthinta.
Kulesi simo, amaqembu okumaketha , ikakhulukazi ama-CMO, abhekene nebhodi eligcwele izingcezu ezihamba ngasikhathi sinye. Ukulinganisa ukusungula izinto ezintsha, inzuzo, ukwakha uphawu, imiphumela yesikhathi esifushane, kanye nokwethenjwa kwabasebenzisi kuyisenzo sokulinganisela njalo. Kuyo yonke le ndatshana, sizohlola izinselele ezibalulekile zesikhathi esizayo sokumaketha, izitayela esezivele zakha umkhakha, kanye namasu asivumela ukuthi sibhekane nazo ngezinga elithile lokuzola… kanye nokuzola okuncane, okuyinto eyamukelekayo njalo.
Indawo yokumaketha eshintsha njalo
Indawo yokuqala imakethe lapho kungekho lutho oluhlala luzinzile isikhathi eside. Ubuchwepheshe buyashintsha, imikhuba yabathengi iyashintsha, neziteshi zedijithali ziyanda , okuphoqa imikhiqizo ukuthi isabele ngokushesha ngenkathi igcina isiqondiso esicacile samasu. Ukugcwala kokukhangisa kanye nokuchayeka ngokweqile emilayezweni yezentengiselwano kwenza ukuheha ukunaka kubize kakhulu futhi kube nzima.
Uma sibheka lesi simo, isihluthulelo akukhona nje ukusungula izinto ezintsha ngenxa yokusungula izinto ezintsha. Izinkampani ezibhekana kangcono nalolu shintsho yilezo ezihlanganisa ukusungula izinto ezintsha kwezobuchwepheshe nombono ogxile kumakhasimende ngempela , osekelwa idatha yazo kanye nokwenza kube ngokwakho okunomthwalo wemfanelo. Ngamanye amazwi, izinkampani ezisebenzisa ubuchwepheshe ukuqonda kangcono abantu, hhayi nje ukufaka amadeshibhodi ngezilinganiso zokuzikhukhumeza.
Ngaphezu kwalokho, indima ye-CMO ayiseyona indawo engaphandle egxile emikhankasweni nasekudaleni izinto ezintsha. Ukumaketha sekuyindawo ebaluleke kakhulu, exhunywe ezezimali, imisebenzi, kanye nethalente . Namuhla, inhloko yokumaketha kufanele ivikele izabelomali, ibonise umthelela emalini eyinhloko , ihlanganyele ekuchazeni imodeli yebhizinisi, futhi, ngeshwa, ibe yizwi langaphakathi lekhasimende kuzo zonke izingxoxo zokuphatha.
Konke lokhu kwenzeka esimweni solwazi oluningi kakhulu. Abasebenzisi manje bachitha cishe amahora amane ngosuku bephequlula i-inthanethi, futhi isikhathi esiningi saleso sichithwa ezinkundleni zokuxhumana , amavidiyo amafushane, amapulatifomu okusakaza, kanye nokuzijabulisa kweselula . Kulolu lwandle lokuvuselela, ukumemeza kakhulu ngeke kusize: ukunganaki sekuyisitha sangempela, okuyingozi kakhulu kunokulahlwa ngokuphelele.
Idatha, amakhukhi kanye nokwanda kwedatha yeqembu lokuqala kanye neqembu elingelona iqembu
Enye yezinguquko ezibaluleke kakhulu ekukhangiseni kwedijithali eminyakeni yamuva nje ivela kudatha. Ukuthembela komlando kumakhukhi ezinkampani zangaphandle kuye kwangatshazwa ngezizathu zomthetho, zobuchwepheshe, futhi ngaphezu kwakho konke, zokuziphatha . Nakuba ukuqedwa ngokuphelele kwala makhukhi kuye kwabambezeleka, lo mkhuba usobala kakhulu: kuya kuba nzima kakhulu ukusekela isu kulwazi lwezinkampani zangaphandle.
Kulesi simo, imikhiqizo ikhulisa ukusetshenziswa kwayo kwedatha yayo, eyaziwa ngokuthi idatha yomuntu wokuqala. Lokhu kubhekisela kulwazi oluqoqwa izinkampani ngqo kumakhasimende azo ngokusebenzisa amawebhusayithi, izinhlelo zokusebenza, izinhlelo ze-CRM, izinhlelo zokwethembeka, isevisi yamakhasimende, kanye nezindawo zokuthengisa . Le ndlela ayigcini nje ngokuvumelanisa kangcono nezindinganiso zobumfihlo kodwa futhi ifakazele ukuthi inikeza i-ROI ephezulu ngoba idatha icebile, ihambisana kangcono nomongo, futhi ihambisana kakhulu nezinhloso zebhizinisi.
Ukuthatha isinyathelo esiqhubekayo idatha engenaqembu, ebhekisela kuyo yonke idatha abasebenzisi abayinikeza ngokuzithandela nangokucacile ngezinhlolovo, imibuzo, imibuzo, ama-configurators, noma okuhlangenwe nakho okusebenzisanayo. Lapha, ukushintshana kwenani kusobala kakhulu: umkhiqizo ucela ulwazi futhi, ngokubuyisela, unikeza izincomo ezifanele, izinzuzo ezenziwe ngezifiso, noma okuhlangenwe nakho okuhambisana kangcono nezintandokazi zamakhasimende.
Lokhu kushintshela kumamodeli edatha eqembu lokuqala kanye neqembu elingelona iqembu kudinga ukuklama kabusha izinqubo zokuqoqwa kwedatha nokuphathwa kwayo. Izinkampani zidinga izindlela ezicacile zokuthola imvume, zichaze ukuthi zisebenzisa kanjani idatha, futhi zibonise ukuthi ukusetshenziswa kwayo kunikeza inani langempela . Kulesi simo, ukwethembana kuba yimpahla yamasu: ngaphandle kwakho, kungakhathaliseki ukuthi amathuluzi ayinkimbinkimbi kangakanani, abantu ngeke babelane ngedatha ebalulekile.
Ukuze kugcinwe lo modeli, ukuzenzekela okuthuthukisiwe kanye ne-AI kudlala indima ebalulekile. Lobu buchwepheshe buvumela ukuhlanganiswa kolwazi oluhlukile, ukukhiqizwa kwezilaleli eziguquguqukayo, kanye nokusebenza kwemiyalezo eyenzelwe wena ngesikhathi sangempela , ngenkathi kugcinwa ukucaca nokulawula. Inselele itholakala ekutholeni ibhalansi phakathi kokusebenza kahle kwe-algorithmic kanye nokuzwela kwabantu.
Ukuqhuma kobuhlakani bokwenziwa ekukhangiseni
I-AI isishintshe ekubeni yisilingo emalabhorethri yaba yimbangela eyinhloko yesu lokumaketha lesimanje. Kuma-65% ama-CMO, ubuhlakani bokwenziwa buzoba ubuchwepheshe obunethonya elikhulu eminyakeni ezayo , futhi idatha yokwamukelwa kwebhizinisi isivele ikhombisa ukusheshisa okucacile, ikakhulukazi kumathuluzi okukhiqiza.
Ezingeni layo eliyisisekelo, i-AI isetshenziselwa ukwenza imisebenzi ephindaphindwayo ibe ngokuzenzakalelayo futhi yonge isikhathi. Ukuhlela okuthunyelwe, ukuhlukanisa nokuthumela imikhankaso yokumaketha nge-imeyili, ukwenza ngcono amabhidi okukhangisa , kanye nokukhiqiza imibiko konke kuyimisebenzi esivele yenziwe kahle ngenxa yama-algorithms. Lokhu kukhulula amaqembu ukuthi agxile ezicini zamasu nezokudala, ezihlala zingenakufakwa esikhundleni.
Isendlalelo sesibili, esinamandla kakhulu ukuhlaziya okubikezelayo. Ngokusebenzisa ama-algorithms athuthukile namamodeli okufunda komshini, i-AI ingabikezela amaphethini okuziphatha , ilinganise amathuba okuthenga, ibone amakhasimende asengozini yokungathengiswa, futhi ibone amathuba okuthengisa okuxubile kanye nokuthengisa okuphezulu. Ngamanye amazwi, kusiza ukusuka ekuthengiseni okusebenzayo kuya ekumaketheni okulindelekile.
Uhlelo lokusebenza lwesithathu olukhulu lusekudalweni kokuqukethwe. Amamodeli akhiqizayo avumela ukukhiqizwa kombhalo, izithombe, amavidiyo, kanye nokwehluka kokudala ngesivinini esingacatshangwanga ngaphambili . Lokhu kuvumela ukufinyelela kwezinsizakusebenza ezithuthukisiwe ngentando yeningi: amabhizinisi amancane naphakathi nendawo angaqalisa imikhankaso eyinkimbinkimbi kakhulu ngaphandle kokudinga izinhlangano ezinkulu zangaphakathi noma zangaphandle.
Emkhakheni wenkonzo yamakhasimende, ama-chatbot athuthukisiwe yi-AI kanye nabasizi ababonakalayo sebevele banikeza ukwesekwa okungu-24/7. Lezi zinhlelo zixazulula imibuzo evamile, zisingatha imibuzo eyinkimbinkimbi, futhi, uma ziqeqeshwe kahle, zinikeza okuhlangenwe nakho okusheshayo kakhulu . Nokho, isihluthulelo ukugwema isilingo sokwenza konke kube ngokuzenzakalela: abasebenzisi basadinga, ngezikhathi ezithile, ukukhuluma nomuntu oqonda umongo futhi obonisa uzwela.
I-AI iphinde yaba umngane othule we-SEO. Amathuluzi asekelwe ku-algorithm asiza ukuthola amaphethini okusesha, aphakamise amagama angukhiye afanele, athuthukise ukuxhumanisa kwangaphakathi, futhi aphakamise ukuthuthukiswa kokuqukethwe okwandisa amathuba okubekwa ezingeni le-organic. Futhi, inani alikho ekushintsheni ochwepheshe, kodwa lisekubanikeni imephu ephelele yendawo yokuncintisana.
Noma ngabe kumangalisa kangakanani, ubuhlakani bokwenziwa abuhloselwe ukuthatha indawo yokudala komuntu, isu, noma umuzwa. Impumelelo yangempela yokumaketha kwesikhathi esizayo itholakala ekuhlanganiseni i-AI nombono womuntu ohlinzeka ngokwahlulela okunengqondo, ukuzwela, ukuxoxa izindaba, kanye nobuhlakani bebhizinisi . Ngaphandle kwalokhu, ingozi igcina igcwalise umhlaba ngokuqukethwe okusebenzayo kakhulu okungabalulekile kubantu.
Ukwenza ngokwezifiso kakhulu kanye nokuqukethwe okufanele: kusukela kudatha kuya kokuhlangenwe nakho
Njengoba abathengi bejwayele ukuba nakho konke ezandleni zabo, okuqukethwe okuvamile akusasebenzi. Abantu balindele okuhlangenwe nakho okufanelana nokuthanda kwabo, izidingo zabo, umongo, kanye nesigaba sokuhamba , futhi baqhubeka nokujezisa imiyalezo abayibona njengomsindo. Ngakho-ke, ukwenza kube ngokwakho akuseyona ibhonasi: sekuyinto ejwayelekile.
Ukwenza ngokwezifiso ngokweqile kuncike ekusetshenzisweni okuhlangene kwedatha yomuntu wokuqala, ukuzenzekela, kanye ne-AI. Kusukela ezincomweni zomkhiqizo kanye nezincwadi zezindaba ezishintshashintshayo kuya kumakhasi okufika ashintsha ngokusekelwe kuphrofayela yesivakashi , amathuba awapheli. Umgomo uwukuhlonza izingxenye ezincane kanye nezikhathi ezincane zokuletha okuqukethwe okulungile kumuntu ofanele, esiteshini esifanele.
Izibonelo ezifana neNetflix neSpotify zibonisa ubukhulu balo mqondo. Ama-algorithm abo ahlaziya amaphethini okusetshenziswa ngesikhathi sangempela futhi alungisa njalo izincomo, uhlu lwadlalwayo, kanye nokuqukethwe okufakiwe . Imiphumela, elinganiswa ngokuzibandakanya kanye nokugcinwa, iyathandeka, kanye nokwenyuka kwamadijithi amabili okubonisa umthelela oqondile wokwenziwa komuntu siqu okwenziwe kahle.
Kodwa-ke, kunomehluko obalulekile: ubuchwepheshe obuhle kakhulu emhlabeni abusizi ngalutho uma okuqukethwe kuntula umphefumulo. Ukudala kuhlala kuyisici esiyinhloko sokuhlukanisa endaweni lapho noma ubani angakhiqiza khona okuqukethwe ngobuningi . Ukuthola izwi eliyingqayizivele, ukwakha izindaba ezifanele, nokunikeza inani lemfundo, imizwa, noma ukuzijabulisa yikho okuhlukanisa izinhlobo ezivelele kulezo ezilahleka olwandle lolwazi.
Yingakho izinkampani ezihlanganisa ama-algorithms kanye nethalente lokudala labantu yizo ezihola ekugcineni. I-AI isiza ekunqumeni ukuthi yini, nini, futhi kubani, kodwa kanjani ihlala ingumuntu ngokujulile . Ukuqonda okuthuthukisiwe kahle, ukuhlaya okungalindelekile, noma umsebenzi oxhumene nokukhathazeka kwangempela kwezenhlalo kuseyizinto ezingenakwenzeka ukuziphinda ngekhodi kuphela.
Ngesikhathi esifanayo, amafomethi okuqukethwe akhuthaza ukubamba iqhaza okusebenzayo ayathandwa. Imibuzo, okuhlangenwe nakho okusebenzisanayo, izinhlolovo zesikhathi sangempela, kanye nemisebenzi efana nemidlalo akugcini nje ngokudonsela ukunaka ngempumelelo kodwa futhi kukhiqiza idatha ebalulekile yokumemezela ukuze kuthuthukiswe ukwenziwa komuntu siqu ngaphandle kokusebenzisa imikhuba yokuphazamisa.
Okuhlangenwe nakho okujulile, ukunakekela umzimba kanye nomnotho wokunaka
Umugqa ohlukanisa umhlaba oku-inthanethi nowezinto ezibonakalayo usufiphele ngokuphelele. Abasebenzisi abasacabangi ngeziteshi, kodwa kunalokho ngokuphathelene nokuhlangenwe nakho komkhiqizo jikelele . Lokhu kuholele emasu okuphila lapho izindawo ezibonakalayo zihlanganisa khona izendlalelo zedijithali, kanti izindawo zedijithali zizama ukuphinda ukuceba kwemizwa yomhlaba wangempela.
Iqiniso elingeziwe kanye neqiniso elingokoqobo kuyizinto ezimbili zobuchwepheshe ezibonisa kahle lo mkhuba. Ukuzama umkhiqizo ngaphandle kokuba nawo ngokoqobo phambi kwakho, ukuvakashela izikhala ezingokoqobo, ukumisa izakhi ze-3D, noma ukufinyelela amakamelo okubonisa ajulile kuyizinto ezinciphisa ukungqubuzana futhi zandise ukuzethemba esinqumweni sokuthenga. Ziphinde zikhiqize okuqukethwe okwabelwana ngakho okukhuthaza ingxoxo ephilayo.
Ezitolo, amakamelo okufaka izinto ezibonakalayo, ukusebenza kwezihlungi ze-AR, izitolo ezivelelayo ezinezingxenye zedijithali, kanye nemicimbi ehlanganisiwe kuya ngokuya kuvama. Isitolo sangempela siguquka sibe umbukiso osebenzisanayo, kanye nendawo eku-inthanethi ibe ukwandiswa kwemvelo kokuhlangenwe nakho , ngokuqukethwe okwandisa futhi kucebise okwenzekayo endaweni yokuthengisa.
Amavidiyo amafushane nokuqukethwe kwesikhashana nakho kungabadlali ababalulekile kulo mnotho wokunaka. Amafomethi anyamalala ngemva kwamahora angama-24, ukukhishwa kwesikhathi esilinganiselwe, kanye nemikhankaso edlala ku-FOMO (ukwesaba ukuphuthelwa) kukhuthaza abasebenzisi ukuthi benze ngokushesha futhi balondoloze ubudlelwano obuqhubekayo nomkhiqizo. Inselele lapha ukulinganisela ukuphuthuma nokuhambisana, ukuze amaqhinga angasibeki isu.
Ngesikhathi esifanayo, ukubaluleka kutholakala ngokuba yiqiniso nokunikeza inani langempela. Akukhona ukwenza umsindo nganoma yiziphi izindleko, kodwa mayelana nokuba nokuthile okubalulekile ongakusho . Imikhiqizo eqonda umongo wamasiko esebenza kuwo, ezibeka ngezindinganiso ezicacile, futhi egwema ukuma okungenalutho yiyo ekwazi ukwakha ubudlelwano besikhathi eside nezithameli zayo.
Ukumaketha kwabathonya kanye nabadali abasha: kusukela kuma-macro kuya kuma-micro (manje aseyi-virtual)
Ukumaketha kwe-Influencer kuye kwazibonakalisa njengomunye wabashayeli ababalulekile be-ecosystem yedijithali. Ukutshalwa kwezimali ekubambisaneni nabadali kuye kwakhula kancane kancane, futhi kwezinye izimakethe, ngamazinga adlula u-50% ngonyaka . Amapulatifomu afana ne-TikTok, i-Instagram Reels, kanye ne-YouTube Shorts manje aseyindlela eya ezigabeni eziningi zemikhiqizo, ikakhulukazi ezizukulwaneni ezisencane.
Kodwa-ke, ukugxila kuye kwashintsha kancane kancane. Imikhiqizo isuke ekuthembeleni cishe kuphela kosaziwayo abakhulu bedijithali yaya ekubhekeni ngentshisekelo enkulu kubantu abanethonya elincane kanye nabadali abakhethekile . Lawa maphrofayili avame ukuba nemiphakathi emincane, kodwa ajabulela izinga eliphakeme kakhulu lokuthembeka nokuzibandakanya, okuholela ekuthonyeni okukhulu.
Kuvela nabantu abasha kule nkundla: abantu abathonyayo ababonakalayo. Lawa ama-avatar edijithali akhiqizwe yi-AI asebenza ezinkundleni zokuxhumana sengathi angabantu bangempela , ngobuhle bawo, ithoni, kanye nokulandisa kwawo. Nakuba engavusa impikiswano mayelana nokuba yiqiniso, anikeza imikhiqizo cishe ukulawula okuphelele phezu kwenkulumo futhi anciphise izingozi zodumo ezihlobene nokuziphatha komuntu siqu.
Isihluthulelo sokumaketha kwabathonya esikhathini esizayo ngeke sibe kakhulu ngobukhulu bezilaleli kodwa sizoba sekhwalithini yokulingana phakathi komkhiqizo, umdali, nomphakathi. Ukubambisana okuphumelelayo kakhulu yilokho lapho kukhona ukuvumelanisa kwangempela kwamanani, izintshisekelo, nesitayela , futhi lapho okuqukethwe okudalwe kunikeza khona inani langempela kubabukeli, okudlulela ngale kokukhushulwa nje.
Ngaphezu kwalokho, imithombo yezokuxhumana isibe yindawo eyinhloko yokuthola ulwazi lwemikhiqizo eminingi. Ingxenye enkulu yabathengi abasebasha ifunda ngemikhiqizo nezinsizakalo ngabadali nokuqukethwe kwezenhlalo ngaphambi kokuba bazithole ngezinjini zokusesha zendabuko . Lokhu kudinga ukucabanga kabusha ngamasu okubonakala, ukuhlanganisa i-SEO, ukuthola ulwazi kwezenhlalo, kanye nokubambisana komphakathi.
Ulwazi lwamakhasimende, ukuzenzekela kanye nokuthintana kwabantu
Uma kukhona umqondo owodwa odlula zonke izitayela, ulwazi lwamakhasimende. Ulwazi lwamakhasimende selube ngenye yezinsika ezibaluleke kakhulu zamasu kunoma iyiphi inhlangano ngoba, endaweni lapho imikhiqizo namanani afana khona, umehluko uvame ukwenziwa yindlela umsebenzisi azizwa ngayo ekusebenzisaneni ngakunye nomkhiqizo.
Ukuklama okuhlangenwe nakho okuhlala njalo kudinga ukubheka lonke uhambo, kusukela ekuqapheni kokuqala kuya ekuthembekeni kwamakhasimende. Lokhu kudinga ukuhlanganisa idatha, ubuchwepheshe, kanye nomthamo onempilo wozwela : ukuqonda lokho umuntu akulindele esigabeni ngasinye, okubangela ukungezwani, okumangaza ngendlela ejabulisayo, nokuthi yiziphi izikhathi ezidinga ukungenelela komuntu okusezingeni eliphezulu.
Izixazululo ze-AI, njenge-chatbot ethuthukisiwe nezinhlelo zokuncoma, ziphakamise kakhulu izinga lalokho okunganikezwa. Izimpendulo ezisheshayo, izincomo ezenziwe ngezifiso, ukuzisiza okusebenzayo, kanye nokulandelela okuqhubekayo kwenza abasebenzisi bazizwe sengathi uhlobo "luhlala lukhona" ukuze lubasize. Uma lusetshenziswa ngempumelelo, lokhu kwandisa ukwaneliseka, ukwethembeka, kanye nokuthengisa.
Kodwa-ke, kunengozi ecacile: ukwenza izinto ngokuzenzakalela ngokweqile. Uma abasebenzisi bebona ukuthi konke kulawulwa yimishini, ngaphandle kokufinyelela umuntu wangempela lapho kudingeka , ukwethembana kuyaphela. Ngaphezu kwalokho, ukuphathwa kwedatha okungacacile kanye nokuntuleka kokucaca ezinqubweni ezizenzakalelayo kungalimaza ubudlelwano namakhasimende ngokuhamba kwesikhathi.
Ochwepheshe besipiliyoni samakhasimende bagcizelela imibono emithathu ebalulekile: akudingekile ukudala umthelela omkhulu kukho konke ukuxhumana, kwanele ukuhlangabezana nokulindela okuyisisekelo njalo ; ukuzenzakalela akufanele neze kuphazamise ukwethembana, ngakho-ke kubalulekile ukucaca ngokusetshenziswa kwedatha; futhi ekugcineni, abathengi bazoqhubeka nokufuna ukuxhumana nabantu ngezikhathi ezibalulekile ohambweni lwamakhasimende.
Ukuthola ibhalansi efanele kusho ukunquma ukuthi ijubane nokusebenza kahle kwe-AI kubekwa phambili kuphi ohambweni lwamakhasimende, nokuthi ukuxhumana kwabantu kuvikelwa kuphi. Ezimweni eziyinkimbinkimbi, izinqumo ezibaluleke kakhulu, noma izimo ezibucayi , ukuba nabantu abanamakhono nabanamandla kwenza umehluko phakathi kwekhasimende elishiyayo kanye nelinye eliba ngummeli womkhiqizo.
Iphrofayili entsha ye-CMO: ubuholi obuhlanganisiwe kanye nethalente eliguqukayo
Kulesi simo esinzima, indima yomqondisi wokumaketha ithathe ukubaluleka okungakaze kubonwe ngaphambili. Ukuba yi-CMO namuhla kusho ukuzulazula ubuhlakani, idatha, ubuchwepheshe, ezezimali, kanye nokuphathwa kwabantu ngasikhathi sinye. Akusanele ukuba "umqambi ohlakaniphile" noma "umthakathi wokusebenza": iphrofayili exubile, efana neRenaissance iyadingeka.
Enye yezinselelo ezinkulu zangaphakathi ukungezwani phakathi kokwakhiwa komkhiqizo kanye nemiphumela esheshayo. Esikweni eliqhutshwa ukuchofoza, eliqhutshwa yideshibhodi, yonke imali ilinganiswa ngokucophelela futhi kulindeleke imbuyiselo esheshayo , okungaholela ekugxileni kakhulu ngamaqhinga okusebenza ngaphandle kwesisekelo esiqinisa umkhiqizo esikhathini eside.
Ngaphandle kwemizamo eqhubekayo yokwenza uphawu, ingozi "ukuxhaphaza umuthi" ngaphandle kokuwunisela—okungukuthi, ukucindezela yonke ithonsi lokugcina lenzuzo yesikhashana kuze kube yilapho amandla empahla yomkhiqizo ephela. Indawo eqinile kanye nesiphakamiso senani elicacile kusebenza njengesiphindaphindi sokusebenza kahle kwazo zonke izenzo zamaqhinga : yonke i-euro etshalwe ekusebenzeni ikhiqiza kakhulu lapho uphawu seluvele lunendawo evelele engqondweni yomthengi.
Esinye isithiyo esibalulekile sihlobene nesimo sokumaketha ngaphakathi kwenhlangano. Sekuyiminyaka iminyango eminingi ibhekwa njengezikhungo zezindleko kunokuba ibe ngabashayeli bokukhula . Ukuze baguqule lo mbono, abaholi bezokumaketha kumele bakhulume ulimi lwebhizinisi, baqonde izilinganiso zezimali, futhi bakwazi ukubhala phansi ukuthi izinqumo zabo zithinta kanjani imali engenayo, inzuzo, kanye nenani lempilo yamakhasimende.
Konke lokhu kwenzeka ngenkathi ubuhlakani bokwenziwa namathuluzi amasha kudinga ukuthuthukiswa kwamakhono okuqhubekayo ngaphakathi kwamaqembu. Isithiyo esikhulu sokwamukelwa kwe-AI ezinkampanini eziningi akusona isabelomali noma ubuchwepheshe, kodwa ukuntuleka kolwazi kanye nesu elicacile . Ukuthuthukisa ithalente elikwazi ukuxhumanisa ithuluzi namathuba ebhizinisi langempela kungenye yezinselele ezinkulu zesikhathi sethu.
Lo mongo uqhuba uhlelo lokuqeqesha olugxile ekukhangiseni kwedijithali okuthuthukisiwe kanye nokusetshenziswa okusebenzayo kwe-AI emabhizinisini. Izifundo ezimfushane ezikhethekile, amadiploma okumaketha nokuthengisa, iziqu ze-master, kanye nama-MBA agxile kakhulu kusu ledijithali ahlose ukuhlomisa ama-CMO namaqembu awo ngamakhono adingekayo okuhola lolu shintsho ngenkathi kucatshangelwa ukuziphatha, ubumfihlo, kanye nokwethenjwa kwabathengi.
Imibono eyiphutha ngobulili kanye nomthelela wayo ebuholini bokumaketha
Kanye nezinselele zobuchwepheshe kanye namasu, ukumaketha kwekusasa kuhilela nokuhlola kabusha ukucwasa okuthile okugxilile ngabantu abaholayo. Sekuyisikhathi eside kucatshangwa ukuthi abesifazane, ngokwesilinganiso, banomusa kakhulu, bakhathalela kakhulu ukulingana, futhi abazithembi kangako kunabesilisa . Ucwaningo lwamuva nje kwezomnotho wokuziphatha luyinselele kakhulu le mibono engafani.
Izifundo ezihlaziya iminyaka engamashumi amabili yokuhlolwa kokuzethemba zibonisa ukuthi, ezimweni eziningi, abesilisa nabesifazane bavame ukuzethemba ngokweqile—hhayi amadoda kuphela . Umqondo wokuthi abesifazane, ngokuzenzakalelayo, bayazibukela phansi awusekelwa kakhulu yidatha njengoba ochwepheshe abaningi becabanga.
Kwenzeka into efanayo nalokho okubizwa ngokuthi "izintandokazi zomphakathi." Ukuhlaziya ngezinkulungwane zabahlanganyeli kuthola ukuthi, nakuba abantu bekholelwa ukuthi abesifazane banomusa kakhulu futhi bathambekele ekulinganeni kunabesilisa , iqiniso elibonwa ekuziphatheni okubonakalayo libonisa umehluko omncane noma ongekho phakathi kobulili.
Lokhu okutholakele kubalulekile ngoba kuphonsela inselelo iqoqo lezindaba ezithinta ukukhethwa kwamakhono kanye nokulindelwe ngabaholi bokumaketha. Uma kucatshangwa, isibonelo, ukuthi izinga eliphezulu lokuzethemba liyadingeka ukuze uhole umkhiqizo ngempumelelo, futhi kukholakala (ngokungafanele) ukuthi abesifazane bavame ukuntula , kulula ngabo ukujeziswa ngokungafanele ezinqubweni zokukhushulwa noma zokuqasha.
Kwenzeka okufanayo lapho uzwela, ukuphana, noma ukunakekela kuhlotshaniswa kuphela namaphrofayili abesifazane. Lokhu kungadala ubandlululo lapho kunikezwa imisebenzi "yokunakekela" noma "yokulalela" kwabesifazane kuphela, ngaphandle kwabesilisa abanala makhono afanayo . Ekugcineni, ubulili buyisibikezelo esibi kakhulu sezimpawu ezifana nokuzethemba noma okuthandwa ngabantu emphakathini, futhi ukuthembela kulezi zinkolelo kuholela ekwabiweni kabi kwethalente.
Esimweni lapho ukumaketha kudinga imibono eyahlukene, amakhono aqinile okuhlaziya, kanye nokuzwela abantu, ukulungisa le mibono eyiphutha kanye nokubukeza izindlela zokukhetha kanye nokuthuthukisa umsebenzi akuyona nje indaba yokulunga, kodwa futhi nokusebenza kahle kanye nokuncintisana kwezinkampani.
Ingqikithi yazo zonke lezi zici—uguquko kwezobuchwepheshe, incazelo entsha yesipiliyoni samakhasimende, amafomethi amasha okuqukethwe, ukubaluleka okukhulayo kokukhiqiza uphawu, kanye nokubuyekezwa kobandlululo lwangaphakathi—kudweba isithombe sekusasa lokumaketha elizoba yinkimbinkimbi kakhulu, kodwa futhi elithakazelisa kakhulu. Izinkampani ezingahlanganisa idatha yazo, i-AI, ubuhlakani bangempela, ukugxila kokuhlangenwe nakho, kanye nethalente elihlukahlukene zizoba sesimweni esihle sokuvelela endaweni egcwele futhi eshintsha njalo, kuyilapho lezo ezihlala zibambeke ezindleleni eziphelelwe yisikhathi zizobona ukubaluleka kwazo kuncipha kancane kancane.