Isikhathi eside, ukumaketha kwakusebenza njengomugqa wokuhlanganisa. Okokuqala wakha uhlobo, wabe usudala isithakazelo, bese uluguqula lwaba ukuthengisa. Lwaluhlelekile, lubikezelwa, futhi, ngaphezu kwakho konke, lukhululekile. Isigaba ngasinye sasinendima yaso, iqembu laso elinomthwalo wemfanelo, kanye nezilinganiso zalo. Umkhiqizo wawunakekela umbono, ukusebenza kwanakekela imiphumela. Futhi, ephepheni, konke kwakunengqondo. Inkinga ukuthi abathengi abazange baziphathe kanjalo. Futhi manje, endaweni yedijithali, lokhu sekuyinto engenakwenzeka ukungayinaki.
Namuhla, abantu abalandeli indlela eqondile. Bathola uhlobo kuvidiyo emfushane, bagxumele ku-Google, bahlole ukubuyekezwa, bathintwa yisikhangiso, bakhohlwe ngakho, babuye ezinsukwini kamuva, bachofoze, bashiye, babuyisele… futhi, ngesinye isikhathi, banqume. Le nqubo ingahlala amasonto noma yenzeke ngemizuzu embalwa. Futhi okubaluleke kakhulu: ayisahloniphi noma yiluphi uhlobo lwe-funnel esiluklamile ku-PowerPoint. Okwashintsha kwakungekona nje ukuziphatha kwabathengi. Kwakuyingqikithi yonke lapho benza khona izinqumo.
Ezweni ledijithali, yonke indawo yokuxhumana idinga ukuthwala umthwalo wemfanelo owengeziwe. Isikhangiso asikwazi ukuba yinto yokugcina nje. Ngokuvamile, kuba yinto yokuqala oxhumana nayo. Okuthunyelwe okungokwemvelo akukona nje ukuzibandakanya; kungaba yinto enqumayo ekuthengeni. Ikhasi lomkhiqizo alisebenzi nje kuphela; lidlulisela amanani, lidlulise ukwethembana, futhi lakha ukuqonda. Konke sekuphenduke, ngasikhathi sinye, ukwakha uphawu kanye namathuba okuguqulwa. Futhi lokhu kufiphaza ngokuphelele ukuhlukaniswa okuvamile phakathi kophawu kanye nokusebenza.
Ngoba, empeleni, umqambi wezindaba okhokhelwayo omuhle namuhla wenza izinto zombili ngesikhathi esisodwa. Kudingeka adonse ukunaka, akhiqize ukuhlonza, adlulise umqondo womkhiqizo, futhi avuselele isinyathelo esisheshayo. Uma benza kuphela kodwa bengakhi umbono, izindleko zokuthenga ziyanda ngokuhamba kwesikhathi. Uma bakha umkhiqizo kuphela kodwa bangakhi isenzo, balahlekelwa ukubaluleka endaweni lapho konke kungalinganiswa khona. Akusekho ndawo yokukhetha izinhlangothi.
Amapulatifomu ngokwawo asheshise lokhu kuhlanganiswa. Ama-algorithm awasebenzi nge-funnel logic. Awakhathali ukuthi lowo msebenzisi uphezulu noma phansi. Abeka phambili lokho okungenzeka kakhulu ukuthi kudale ukuxhumana ngaleso sikhathi. Lokhu kusho ukuthi okuqukethwe okufanayo kungathinta umuntu ongakaze ezwe ngomkhiqizo futhi, ngesikhathi esifanayo, kuguqule umuntu owayesekulungele ukuthenga. Futhi awukulawuli ngokuphelele lokho; uyasabela kukho.
Lolu shintsho lwaletha umphumela obalulekile: ubuciko bayeka ukuba yinto ehambisanayo futhi baba yisizinda sesu. Ngaphambilini, wawungakhokhela umsebenzi wobuciko ojwayelekile ngokuhlukanisa nokutshala imali. Namuhla, lokho akukhuli. Umsebenzi wobuciko uyindlela, futhi yiwona onquma ukuthi umuntu uzoyeka yini, anake, abe nesithakazelo, futhi enze okuthile. Futhi lokhu kudinga umbono ohlukile, ngoba akusenakwenzeka ukuphatha imikhankaso yokusebenza njengento yobuchwepheshe kuphela. Ngokuya ngokuya, iyindlela yokuveza ngqo umkhiqizo.
Ngesikhathi esifanayo, idatha ayikaze ibaluleke kangaka, kodwa futhi ayikaze ihunyushwe kabi kangaka. Ukulinganisa konke akusho ukuqonda konke. Uma ubheka kuphela izilinganiso zesikhathi esifushane, uqala ukwenza ngcono ukuchofoza, hhayi ukudala inani. Bese kuqala umjikelezo oyingozi: ukutshalwa kwezimali okwengeziwe ukuze kulondolozwe umphumela ofanayo, ngokwahlukana okuncane kancane. Ngakolunye uhlangothi, ukunganaki idatha egameni lombono "wesikhungo" nakho akukwazi ukuqhubeka, ngoba indawo yedijithali idinga ukusebenza kahle ngaso sonke isikhathi. Umdlalo ushintshile ngoba akusekho ukukhetha phakathi kwemizwa nezinombolo. Kumayelana nokwenza kokubili kuhlale ndawonye ekusebenzeni okufanayo.
Ekugcineni, esikubonayo akusikho ukuphela kwe-funnel, kodwa ukulahlekelwa ukusebenza kwayo njengethuluzi lokwenza izinqumo. Isekhona, kodwa akuseyona into elawulwa yi-brand; yinto eyenzeka ngendlela eguquguqukayo futhi engalindelekile engqondweni yomthengi. Ukuzama ukuphoqa ukuziphatha kwabantu ezigabeni eziqinile sekuye kwaba nzima kakhulu kunokwakha ubukhona obuhlala njalo kulo lonke uhambo.
Lokhu kushintsha nendlela izinkampani ezihlela ngayo. Ukwehlukana phakathi kwamaqembu okukhiqiza kanye nokusebenza kuqala ukungacaci kahle uma womabili, empeleni, esebenza ezintweni ezifanayo, iziteshi ezifanayo, futhi ngokuvamile engabadali abafanayo. Inselele ayisekho ukuthi "kungakanani okufanele kutshalwe imali esigabeni ngasinye" bese kuba "indlela yokuqinisekisa ukuvumelana kanye nomthelela kuzo zonke izindawo zokuthintana.".
Ngoba, ekugcineni, yilokho umthengi akuqaphelayo. Kubo, akukho mehluko phakathi kwesikhangiso, okuthunyelwe, iwebhusayithi, noma i-imeyili. Konke kuyingxenye yesipiliyoni esisodwa. Futhi yilesi sipiliyoni esihlanganisiwe esakha (noma esibhubhisa) inani.
Mhlawumbe ushintsho olukhulu ukwamukela ukuthi ukumaketha akuseyona inqubo elandelanayo kodwa uhlelo oluphilayo, lapho konke kuthonya khona konke okunye ngaso sonke isikhathi. Lokhu kudinga ukunamathela okuncane ezakhiweni ezindala kanye nokuzivumelanisa nezimo kakhudlwana. Kudinga ukuyeka ukucabanga ngokwezigaba bese uqala ukucabanga ngokwezinga, ukuhambisana, kanye nokufaneleka. I-funnel ayikanyamalala, ivele yaba yinto engabonakali kangako kulabo abakulolu hlangothi.
Futhi labo abaqhubeka nokuhlela sengathi baseseyisikhungo sayo yonke into bazoqaphela kancane kancane ukuthi abalahlekelwa ukusebenza kahle ngenxa yokuntuleka kokutshalwa kwezimali, kodwa kunalokho ngoba babheka inkinga ngemodeli engasachazi okwenzekayo.
*UFrancisco Cantão uyi-CEO ye-Proxy Media, inkampani egxile ekukhiqizeni ithrafikhi efanelekile yemikhankaso yokumaketha yamasu - i-imeyili: proxymedia@nbpress.com.br
