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Netnography yog dab tsi? Yuav Siv Li Cas Hauv Kev Muag Khoom thiab Kev Lag Luam?

Koj txhua tus tau hnov ​​kuv xav txog buyer personas, thiab tus cwj mem virtual tsuas yog qhuav qhuav ntawm qhov blog ncej, thiab kuv twb pom ib txoj hauv kev tshiab thiab zoo dua ntawm kev tsim cov neeg yuav khoom.

Netnography tau tshwm sim sai dua, ua haujlwm tau zoo, thiab muaj tseeb dua txhais tau tias tsim buyer personas. Ib qho txhais tau tias ntawm qhov no yog cov tuam txhab tshawb fawb hauv online siv cov ntaub ntawv nyob hauv social media (geotagged) los txheeb xyuas cov neeg siv khoom kev sib raug zoo thiab kev nyiam raws li thaj chaw tau hais tseg. Cov platforms no tuaj yeem pab cov neeg siv kom rub lub vojvoog ncig txhua qhov chaw lawv xaiv, thiab kos txhua yam ntaub ntawv los ntawm cov neeg nyob hauv cheeb tsam ntawd.

Robert Kozinets, tus xibfwb ntawm kev sau xov xwm, yog netnography tus tsim khoom. Nyob rau xyoo 1990, Kozinets, Hufschmid Thawj Tswj Hwm ntawm Kev Sib Tham Txog Kev Sib Tham thiab Kev Lag Luam Kev Lag Luam tau tsim lub sijhawm - sib txuas hauv Is Taws Nem nrog ethnography - thiab tsim txoj kev tshawb fawb los ntawm hauv av.

Lub Cim Ntawm Netnography

Netnography yog ceg ntawm kev tsim cov ntsiab lus (cov lus piav qhia txog kev tshawb fawb ntawm cov kab lis kev cai ntawm cov tib neeg thiab kab lis kev cai) uas tshawb xyuas qhov kev coj cwj pwm dawb ntawm cov tib neeg hauv Is Taws Nem uas siv cov kev tshawb fawb txog kev lag luam online los muab kev pom zoo.

Robert Kozinets

Netnography sau thiab txheeb xyuas cov ntaub ntawv hais txog kev coj cwj pwm dawb ntawm cov tib neeg hauv Is Taws Nem. Qhov tseem ceeb yog tias cov ntaub ntawv no tau sau thaum cov neeg siv khoom siv nws ua raws li kev ywj pheej, txwv tsis pub tshawb fawb cov ntawv tshawb fawb uas qee zaus cov neeg siv khoom tau teb los tiv thaiv kev txaj muag lossis thov ua kev soj ntsuam.

Buyer Personas vs Netnography Reports

Kev tshawb nrhiav neeg tus kheej cov ntawv ceeb toom yog tsim los ntawm tag nrho lub hom phiaj cov ntaub ntawv uas yog qhov ntsuas tiag tiag ntawm kev ua neej nyob, cov khoom lag luam, thiab hom kev xaiv. Cov kws tshuaj ntsuam xyuas sau cov ntawv ceeb toom thiab tom qab ntawd tsim ib qho profile ntawm ntu ntawm cov neeg yuav khoom rau koj cov khoom lossis kev pabcuam.

Nws yog qhov cuab yeej zoo kawg rau cov neeg ua lag luam vim hais tias cov ntaub ntawv tuaj yeem raug sau ua kom nrawm thiab raug. Netnography yog qhov zoo vim tias cov tuam txhab tuaj yeem muaj lawv cov ntaub ntawv sau ua ke tam sim ntawd tsis yog siv lub lis piam lossis hli los sau cov kev tshawb fawb. Qhov ntawd yog qhov sib txawv loj los ntawm kev tshawb fawb ib txwm siv uas qee zaum tuaj yeem siv sijhawm ntau lub hlis los sau thiab txheeb xyuas. Thaum koj tau txais cov kev tshawb fawb zoo li ntawd, koj tus neeg yuav khoom yuav zoo li hloov me ntsis. Los yog ntau heev.

Yog li, tam sim no, koj paub tias leej twg koj cov neeg tau txais txiaj ntsig zoo tshaj plaws yog, lawv xav li cas rau tam sim ntawd, thiab vim li cas lawv cuam tshuam nrog lawv cov phooj ywg.

Qhov kev tshawb nrhiav tus kheej no muab cov ntaub ntawv tseem ceeb txog koj cov neeg muaj txiaj ntsig zoo tshaj suav nrog cov nyiaj tau los ntawm tsev neeg, haiv neeg, qhov mob, lub hom phiaj, kev cuam tshuam, cov haujlwm / cov haujlwm nyiam, thiab ntau dua. Cov ntawv ceeb toom no tseem tuaj yeem qhia koj tias cov vev xaib lossis hom twg uas txhua tus neeg yuav ua haujlwm nrog thiab tsib lub ntsiab lus tseem ceeb uas koj tuaj yeem siv kom ncav cuag.

Daim ntawv tshaj tawm netnography yog ib daim ntawv qhia tshawb fawb uas nthuav tawm cov kev tshawb pom ntawm kev tshawb fawb netnography. Nws feem ntau suav nrog cov ntu hauv qab no:

  1. Introduction: Nqe lus no muab cov ntsiab lus ntawm cov lus nug tshawb fawb, keeb kwm yav dhau, thiab cov ntsiab lus ntawm txoj kev tshawb fawb, thiab cov kev tshawb fawb siv.
  2. Kev Rov Ntsuam Xyuas: Cov ntsiab lus ntawm cov kev tshawb fawb uas twb muaj lawm ntawm lub ncauj lus thiab qhov kev tshawb fawb tam sim no pab txhawb rau cov kev paub uas twb muaj lawm.
  3. Cov Ntaub Ntawv Kev Sau thiab Kev Ntsuam Xyuas: Cov lus piav qhia ntawm cov ntaub ntawv thiab cov txheej txheem siv los sau thiab txheeb xyuas cov ntaub ntawv.
  4. Kev tshawb pom: Nqe lus no nthuav tawm cov kev tshawb fawb tseem ceeb, suav nrog cov ntsiab lus tseem ceeb thiab cov qauv uas tshwm sim los ntawm cov ntaub ntawv.
  5. kev sib tham: Ntu no txhais cov kev tshawb pom thiab hais txog lawv cov lus nug tshawb fawb thiab kev tshuaj xyuas cov ntaub ntawv. Nws kuj suav nrog kev nkag siab txog qhov cuam tshuam rau kev lag luam lossis lub hom phiaj tshwj xeeb.
  6. xaus: Cov ntsiab lus ntawm cov kev tshawb pom tseem ceeb, qhov cuam tshuam, thiab cov lus qhia kev tshawb fawb yav tom ntej.
  7. References: Ib daim ntawv teev cov peev txheej hais hauv tsab ntawv ceeb toom.

Thov nco ntsoov tias cov qauv thiab cov ntsiab lus ntawm daim ntawv tshaj tawm netnography tuaj yeem sib txawv nyob ntawm cov lus nug tshawb fawb thiab kev lag luam uas nws tau ua rau.

Dab tsi yog Qee Txoj Kev Netnography Siv Hauv Kev Lag Luam?

  1. Kev Tshawb Fawb Cov Neeg Siv Khoom - Netnography tuaj yeem siv los sau cov ntaub ntawv thiab kev nkag siab txog cov neeg siv khoom, suav nrog lawv cov kev nyiam, tus cwj pwm, thiab kev coj cwj pwm. Qhov no tuaj yeem pab cov neeg lag luam los tsim cov phiaj xwm kev lag luam ntau dua thiab ua tau zoo.
  2. Kev Sib Tw - Netnography tuaj yeem siv los sau cov ntaub ntawv thiab kev nkag siab txog cov neeg sib tw, suav nrog lawv cov khoom, cov tswv yim kev lag luam, thiab cov lus tawm tswv yim rau cov neeg siv khoom. Qhov no tuaj yeem pab cov neeg lag luam txheeb xyuas cov hauv kev sib txawv ntawm lawv tus kheej cov khoom lag luam thiab kev siv zog ua lag luam.
  3. khoom Development - Netnography tuaj yeem sau cov ntaub ntawv thiab kev nkag siab txog cov neeg siv khoom xav tau thiab nyiam, uas tuaj yeem qhia cov kev txiav txim siab tsim khoom thiab pab cov neeg lag luam tsim cov khoom lag luam uas ua tau raws li qhov xav tau ntawm lawv cov neeg tuaj saib.
  4. Cov ntsiab lus Marketing - Netnography tuaj yeem sau cov ntaub ntawv thiab kev nkag siab txog cov ntsiab lus dab tsi cuam tshuam nrog cov neeg tuaj saib lub hom phiaj, uas tuaj yeem pab cov neeg lag luam txhim kho cov ntsiab lus zoo dua.
  5. Social Media Monitoring - Netnography tuaj yeem saib xyuas cov kev tshaj xov xwm hauv social media thiab cov zej zog hauv online kom nkag siab txog kev sib tham thiab cov ncauj lus cuam tshuam rau lub hom phiaj lossis kev lag luam. Qhov no tuaj yeem pab cov neeg lag luam txhawm rau txheeb xyuas cov sijhawm los koom nrog lawv cov neeg tuaj saib thiab teb rau cov neeg siv khoom xav tau.

Netnography tuaj yeem yog cov cuab yeej muaj txiaj ntsig zoo rau cov neeg lag luam tab tom nrhiav los sau cov ntaub ntawv thiab kev nkag siab txog lawv lub hom phiaj cov neeg tuaj saib thiab kev lag luam, thiab tsim cov tswv yim lag luam zoo dua.

Kev nce qib hauv Artificial Intelligence thiab Netnography

AI yog tam sim no ua lub luag haujlwm loj hlob hauv qhov tseeb ntawm kev sau, tshuaj xyuas, thiab kev kwv yees ua nrog cov ntaub ntawv netnography. Nov yog qee qhov piv txwv:

  1. Automation: AI algorithms tuaj yeem hloov kho cov txheej txheem ntawm kev sau thiab tshuaj xyuas cov ntaub ntawv, ua kom yooj yim dua thiab ua tau zoo dua los ua cov kev tshawb fawb netnography.
  2. Nplai: AI tuaj yeem txheeb xyuas ntau cov ntaub ntawv los ntawm ntau lub platform, muab kev nkag siab ntau dua ntawm cov zej zog online.
  3. Advanced Analysis: Cov cuab yeej siv hluav taws xob AI tuaj yeem ua cov ntawv nyeem thiab kev soj ntsuam kev xav, txheeb xyuas cov qauv thiab kev pom uas yuav nyuaj rau tib neeg tshawb nrhiav.
  4. Kev Tshawb Xyuas Xyuas: Cov qauv AI tuaj yeem kwv yees cov qauv thiab kev coj cwj pwm yav tom ntej, muab kev pom zoo rau cov tuam txhab thiab cov koom haum.
  5. Kev Tswj Xyuas Tiag Tiag: AI-raws li cov cuab yeej tuaj yeem saib xyuas kev sib tham hauv online hauv lub sijhawm tiag tiag, tso cai rau cov koom haum txheeb xyuas sai thiab teb rau cov xwm txheej thiab cov teeb meem tshwm sim.

Siv AI nrog netnography, cov kws tshawb fawb, cov kws tshaj lij muag khoom, cov neeg lag luam, thiab cov neeg tshaj tawm tuaj yeem tau txais kev nkag siab tob dua thiab kev nkag siab ntawm cov zej zog online, thiab txiav txim siab zoo dua raws li kev nkag siab no.

Yog tias koj xav yuav daim ntawv tshaj tawm Netnography rau koj cov neeg siv khoom lossis cov neeg sib tw, tsis txhob yig tiv tauj nrog kuv lub tuam txhab, DK New Media.

Douglas Karr

Douglas Karr yog CMO OpenINSIGHTS thiab tus founder ntawm lub Martech Zone. Douglas tau pab ntau ntau qhov kev vam meej MarTech startups, tau pab nyob rau hauv kev mob siab rau ntau tshaj $ 5 bil nyob rau hauv Martech nrhiav thiab kev nqis peev, thiab txuas ntxiv pab cov tuam txhab hauv kev siv thiab automating lawv cov kev muag khoom thiab kev lag luam cov tswv yim. Douglas yog tus paub thoob ntiaj teb kev hloov pauv digital thiab MarTech kws tshaj lij thiab hais lus. Douglas tseem yog tus sau phau ntawv Dummie phau ntawv qhia thiab phau ntawv ua lag luam.

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