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Mostafa Gamrah

أم التسويق الإلكتروني

2015-12-06

إعتمد المسوقون ( و الذين في الأغلب من قمم التسويق التقليدي) في السنوات الأربع الماضية تخصيص ميزانيات للتسويق الرقمي . و هذه التسمية بالأساس حددها رجال التسويق التقليدي و هي لا تُعبر تماماً عن هذه الصناعة و لا مجالها و لا البيئة التي تعمل داخلها . لأن الميديا التقليدية تحتوي علي نظم و تكنولوجيا تعمل إلكترونياً و رقمياً كالتلفزيون و الراديو و شاشات العرض الخارجية العملاقه . و بات من اللازم تنفيذ حملات رقمية تواكب هذه البيئة الشبكية و خاصة من فئات الشباب أو ما يسموا بجيل الألفية الذين تنحصر أعمارهم بين ٣٥ - ١٥ . و جائت المخصصات المالية ضعيفة في الأغلب و الكبير منها ينفذ بمنهجية تقليدية إلا ما رحم ربي . و نظرا لأن التسويق الرقمي حديث العهد إلى حد كبير خاصة في منطقة الشرق الأوسط فهو يفتقد ذوي الخبرات المديدة و التجارب الأكيدة و أيضا لكنه سريع التطور و التبدل و التغير و القيام و السقوط فثوابته قليلة . و من ثم يستطيع حي بن بي يزعم أنه خبيرا إقليميا و أنه ملما بكل أسراره . و هذا جعل من الكثير من الحملات في الشرق الأوسط تفشل و لا تحقق النتائج المرجوه مما يترتب عليه إما تقليص للميزانيات أو حتى عزوف كامل عن الحملات الرقميه لكونها إهدار للمال و مضيعة للوقت و السمعة لدى المسوقين. و الحق أقول لكم إن هذه لخطر كبير . لأن ميزة التسويق الرقمي الأولي هي قدرة القياس المستمر لأداء الحملات و تحسين و تعظيم تصميمها حتى تدخل الربحية المنشودة من زائرين أو مشترين أو طالبي خدمات .و كونه عالميا الأحسن إقتصاديا و ميديا الإقتصاد الضعيف . و أيضا تحسين السمت و تقيم المستهلك له و توصيل السمات الوظيفية و العاطفية المختلفة للقطاعات الإجتماعية المختلفه . و هذه أيضا خطيئة يقع فيها الشرق بأن ينفذ الحملات الرقميه برسالة موحدة و لا ينوعها بتغير فئة المتلقي. وضع لا أراه سيستمر طويلا و أن التصحيح قد بدأ فعلا و إنتبه القليل من الأوائل للأخطاء و فرز الغث من السمين . ينبغي إعتماد خطط واضحة تتكيء علي إستراتيجية صحيحة و قد قرأت و فهمت بياناتها المطلوبة و قدرت مقاييس نتائجها المرتبطة بتحقيقات فعلية إقتصادية و تمس رواج الأعمال . و ليست تقارير وهمية تتعمد غموضا و تستغل جهلا و أهم ما بها هي ألوانها و رسوماتها. و أنا لا أدعو إلي قتل الصغار و لا إبعاد العواجيز . و لكن أطالب أن يفهم الجميع علوم هذه الصناعة و علوم هذا المجتمع الشبكي و علوم تقنياتها و محتواها الرقمي . و هي متاحة علي الشبكة أصلا وتطور دائما لإستيعاب الجديد و المتغير .

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