Ngomhlaka-15 Mashi, amalungelo abathengi agujwa ngosuku olukhethekile, oluye lwaba yithuba lokukhulisa ukuthengiswa kwezitolo. NgoSuku Lwabathengi, izinkampani zikhuthaza imikhankaso emikhulu kanye nokukhushulwa. Futhi leli cebo liphumelele: ngo-2025, phakathi nalesi sikhathi, kube nokwanda okurekhodiwe kokuvakashelwa kumawebhusayithi okuthengisa (+36%) kanye nokuthengisa (+21%), uma kuqhathaniswa noFebhuwari walowo nyaka, ngokusho kwedatha evela ku-Criteo, ipulatifomu yomhlaba wonke exhumanisa uhlelo lokuthengisa.
Ukuze kuqinisekiswe ukuthi uSuku Lwabathengi luyimpumelelo yokuthengisa ngo-2026, uTiago Cardoso, umqondisi jikelele we-Criteo for Latin America, uphakamisa amasu amathathu ayinhloko abakhangisi okufanele bawahlele:
Ubuhlakani bokwenziwa obuzothonya izinqumo zokuthenga
“Njengoba i-AI iba yingxenye yendlela abathengi abacwaninga ngayo, abaqhathanisa ngayo, futhi abahlola ngayo imikhiqizo, imikhiqizo kudingeka iqinisekise ukuthi isendaweni efanele yokuvela kulezi zimo. I-Discovery iyashintsha kusukela ekusesheni okuvamile kuya ezincomweni zengxoxo, okusho ukuba nedatha yomkhiqizo ehlelekile, ukubambisana okuqinile kokuthengisa, kanye lemidiya yezohwebo . Ngezikhathi ezimatasa, njengoSuku Lwabathengi, ukubonakala ngaphakathi kohambo oluqhutshwa yi-AI kungathonya ngqo ukuguqulwa,” kusho uTiago Cardoso.
Kungani kubalulekile?
Ubuhlakani bokwenziwa bubumba uhambo lokuthenga oluvela ekupheleni kuya ekugcineni. Abathengi abangaphezu kwengxenye emhlabeni wonke (56%) balindele ukusebenzisa i-AI ukusiza ngezinqumo zabo zokuthenga unyaka wonke, ngokusho kohlelo lwakamuva lwe- Consumer Sentiment Index (CSI), oluqhutshwa yi-Criteo.
Ucwaningo lubonisa ukuthi i-AI isetshenziswa kakhulu ocwaningweni lomkhiqizo kanye nokuqhathanisa amanani: ama-50% abathengi basebenzisa amathuluzi e-AI ukuqhathanisa izinketho kanye nemikhiqizo, kuyilapho ama-39% ewasebenzisa ukuthola amanani noma izaphulelo ezinhle kakhulu, okugqamisa indlela lobu buchwepheshe obuvele buthinta ngayo ngqo uhambo lokuthenga.
Esinye isici esivelelayo salokhu kuthuthuka yilokho okubizwa ngokuthi ukuhweba ngama-ejensi, okungukuthi, okuhlangenwe nakho kokuthenga lapho abasizi be-AI bexoxa khona nomthengi ukuze batuse imikhiqizo, banciphise ukungezwani futhi baguqule ukutholakala. Ngisho nokushintsha kusuka ekusesheni amagama angukhiye kuya ekuxhumaneni kwengxoxo, abathengisi kanye nemikhiqizo bahlala bephakathi kokuthengiselana, njengoba bephethe idatha ebalulekile (njengempahla yesikhathi sangempela, izintandokazi, kanye nomlando wokuthenga) ebavumela ukuthi banikeze izincomo ezithembekile neziqondene nomuntu siqu.
Okuhlangenwe nakho okuhlala njalo nokungaguquguquki kuzo zonke iziteshi eziningi
"Abathengi abathengi ngeziteshi ezithile. Bahamba kalula phakathi kwabo, ikakhulukazi ngezikhathi ezihloselwe kakhulu njengoSuku Lwabathengi. Imikhiqizo ewinayo yileyo ekwazi ukubona nokubandakanya abathengi njalo ezindaweni zangaphakathi nangaphandle. Ukuxhumanisa idatha kanye nokusebenza kwemidiya kunciphisa ukuhlukana, kuqinisa ukufaneleka, futhi kuqinisekisa ukuthi isidingo asilahleki ezindaweni zokuthintana," kugcizelela umphathi.
Kungani lokhu kubalulekile?
Abathengi banamuhla ngokwemvelo bashintshashintsha phakathi kweziteshi ezibonakalayo nezedijithali, kanye nakumadivayisi amaningi, ngaphambi kokuqeda ukuthenga, ikakhulukazi ngezinsuku zokuphromotha njengoSuku Lwabathengi. Isu elihlanganisiwe le-omnichannel aliseyona inzuzo yokuncintisana; manje seliyinto elindelekile. Ngesikhathi sokuphromotha esinabantu abaningi, noma yikuphi ukunqamula phakathi kweziteshi kungaphazamisa uhambo lokuthenga futhi kudonsele abathengi kubancintisani.
amasu omnichannel ehlanganiswe kahle, imikhiqizo ingabona umthengi ezindaweni ezahlukene zokuthintana, ilungise imiyalezo ngokuya ngomongo, futhi iqinise okunikezwayo ngendlela ehambisanayo. Lokhu kuvumela ukudalwa kokuhlangenwe nakho okuguquguqukayo, okufanelekile, nokwenziwe ngezifiso okuhambisana nesigqi sokuphequlula somthengi futhi kwandise amathuba okuguqulwa, ngisho noma isinqumo sokuthenga singesona esisheshayo.
Umthengi uyathinteka kuzo zonke izigaba zomzila wokuthengisa
isu eligcwele i-funnel kukuvumela ukuthi uthinte umthengi kusukela ekutholeni kuye ekuguqukeni, usebenzisa idatha yenhloso kanye nokuziphatha ukuze uvule izithameli ezifanelekile esigabeni ngasinye sohambo. Ngokuxhumanisa ukuqwashisa, ukucabangela, kanye nokusebenza, imikhiqizo ikhulisa ukufaneleka, ukusebenza kahle kwabezindaba, kanye nokubuyiselwa kwemali ekutshalweni kwezimali, ikakhulukazi ngezikhathi zokuncintisana okukhulu njengoSuku Lwabathengi," kusho uTiago Cardoso, umphathi jikelele weCriteo for Latin America.
Kungani kubalulekile?
Indlela eya ekuguqukeni iya ngokuya incipha. Ngokusho kwe- Consumer Sentiment Index (CSI), emhlabeni jikelele, ama-41% abathengi bathi bathola imikhiqizo emisha ngezikhangiso eziku-inthanethi zezinto abangathanda ukuzithenga, okuqinisa indima yemidiya yedijithali ezigabeni zokuqala ze-funnel.
Lokhu kuyinkimbinkimbi kubonakala nasekuziphatheni kocwaningo nokuthenga: abathengi abangu-34% bacwaninga ku-inthanethi ngaphambi kokuthenga ezitolo ezibonakalayo, kanti abanye abangu-29% benza okuphambene nalokho, bacwaninga esitolo futhi baqedela ukuthengwa endaweni yedijithali. Le datha iqinisa ukuthi abathengi bashintshana phakathi kweziteshi nezigaba ze-funnel ngaphambi kokwenza isinqumo sokugcina, okudinga amasu ahambisana nalokhu kuhamba.
“Imikhiqizo engahlanganisa ubuhlakani bokwenziwa, amasu amaningi, kanye nendlela egcwele i-funnel izoba phambili kulolu Suku Lwabathengi, inikeza okuhlangenwe nakho okufanelekile nokwenziwe ngokwezifiso, okuzothinta abathengi ngesikhathi esifanele, futhi kwandise ukusebenza kahle kokutshalwa kwezimali kwabo kwabezindaba,” kusho uTiago Cardoso.
