‫ﻛﻴﻒ ﺗﺤﻠﻞ ﺟﻤﻬﻮﺭﻙ ﺍﻟﻤﺴﺘﻬﺪﻑ؟ ﺩﻟﻴﻠﻚ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺸﺮﻳﺤﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ – ﺇﺿﺎءﺍﺕ‬ ‫‪about:reader?url=https%3A%2F%2Fwww.ida2at.com%2Fanalyze-targe...

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‫ﻛﻳﻑ ﺗﺣﻠﻝ ﺟﻣﻬﻭﺭﻙ ﺍﻟﻣﺳﺗﻬﺩﻑ؟ ﺩﻟﻳﻠﻙ ﻟﻠﻭﺻﻭﻝ ﺇﻟﻰ‬

‫ﺍﻟﺷﺭﻳﺣﺔ ﺍﻟﻣﻧﺎﺳﺑﺔ – ﺇﺿﺎءﺍﺕ‬
‫ﻻ ﺗﺑﺣﺙ ﻋﻥ ﺯﺑﺎﺋﻥ ﻟﻣﻧﺗﺟﺎﺗﻙ‪ ،‬ﺍﺑﺣﺙ ﻋﻥ ﻣﻧﺗﺟﺎﺕ ﻟﺯﺑﺎﺋﻧﻙ‪—.‬ﺳﻳﺙ ﻏﻭﺩﻳﻥ‬

‫‪18-24 minutes‬‬

‫ﺗﺭﻳﺩ ﺗﻐﻳﻳﺭ ﺍﻟﺗﻠﻔﺯﻳﻭﻥ ﺍﻟﻣﻭﺟﻭﺩ ﻓﻲ ﻣﻧﺯﻟﻙ ﻭﺷﺭﺍء ﺁﺧﺭ ﺫﻛﻲ ﻟﺗﺷﺎﻫﺩ ﺃﻓﻼﻣﻙ ﺍﻟﻣﻔﺿﻠﺔ ﻋﻠﻰ‬
‫»ﻧﺗﻔﻠﻳﻛﺱ«؛ ﻓﺄﻧﺕ ﺗﻔﺿﻝ ﻗﺿﺎء ﻋﻁﻠﺔ ﻧﻬﺎﻳﺔ ﺍﻷﺳﺑﻭﻉ ﻓﻲ ﻣﻧﺯﻟﻙ ﻭﻣﻊ ﺃﺳﺭﺗﻙ ﺃﻣﺎﻡ ﺍﻟﺗﻠﻔﺯﻳﻭﻥ ﻣﻊ‬
‫ﻁﺑﻖ ﻛﺑﻳﺭ ﻣﻥ ﺍﻟﻔﺷﺎﺭ‪ .‬ﺗﺯﻭﺭ ﺍﻟﻣﻭﻗﻊ ﺍﻹﻟﻛﺗﺭﻭﻧﻲ ﻟﻣﺗﺟﺭﻙ ﺍﻟﻣﻔﺿﻝ ﻋﺩﺓ ﻣﺭﺍﺕ ﻗﺑﻝ ﺍﺗﺧﺎﺫ ﻗﺭﺍﺭ‬
‫ﺍﻟﺷﺭﺍء؛ ﻓﺎﻟﻣﺑﻠﻎ ﻟﻳﺱ ﺑﺎﻟﻬﻳﻥ‪ ،‬ﻭﻟﻥ ﺗﺷﺗﺭﻱ ﺟﻬﺎﺯﺍ ً ﺁﺧﺭ ﻗﺑﻝ ﺑﺿﻊ ﺳﻧﻭﺍﺕ‪ .‬ﺑﻌﺩ ﺗﻔﻛﻳﺭ ﻁﻭﻳﻝ ﺗﻘﺭﺭ‬
‫ﺷﺭﺍءﻩ ﺃﻭﻧﻼﻳﻥ‪ ،‬ﻭﻳﺗﻡ ﺗﻭﺻﻳﻠﻪ ﺇﻟﻰ ﻣﻧﺯﻟﻙ ﻓﻲ ﺍﻟﻣﻭﻋﺩ ﺍﻟﻣﺣﺩﺩ‪ ،‬ﻟﻛﻥ ﺑﻌﺩ ﻣﺭﻭﺭ ﻋﺩﺓ ﺃﺳﺎﺑﻳﻊ ﺗﺭﺳﻝ‬
‫ﻟﻙ ﺍﻟﺷﺭﻛﺔ ﺭﺳﺎﺋﻝ ﺩﻋﺎﺋﻳﺔ ﻋﻠﻰ ﺍﻟﺑﺭﻳﺩ ﺍﻹﻟﻛﺗﺭﻭﻧﻲ ﻟﺷﺭﺍء ﺗﻠﻔﺯﻳﻭﻥ ﺟﺩﻳﺩ! ﺃﻟﻡ ﻳﻛﻥ ﻣﻥ ﺍﻷﻓﺿﻝ‬
‫ﻣﺣﺎﻭﻟﺔ ﺗﺳﻭﻳﻖ ﻣﻧﺗﺟﺎﺕ ﺗﻛﻣﻳﻠﻳﺔ ﻣﺛﻝ ﻁﺎﻭﻻﺕ ﺍﻟﺗﻠﻔﺯﻳﻭﻥ ﺃﻭ ﺃﻧﻅﻣﺔ ﺍﻟﺻﻭﺕ ﺑﺩﻻً ﻣﻥ ﺍﺳﺗﻬﺩﺍﻑ‬
‫ﻋﻣﻳﻝ ﺳﺑﻖ ﻟﻪ ﺷﺭﺍء ﻧﻔﺱ ﺍﻟﻣﻧﺗﺞ؟‬

‫ﺗﺟﺯﺋﺔ ﺍﻟﻌﻣﻼء‪ :‬ﻧﻘﻁﺔ ﺍﻟﺑﺩﺍﻳﺔ‬

‫ﺗﺟﺯﺋﺔ ﺍﻟﻌﻣﻼء ‪ Customer Segmentation‬ﺃﻭ ﺗﻘﺳﻳﻣﻬﻡ ﺇﻟﻰ ﺷﺭﺍﺋﺢ ﺧﻁﻭﺗﻙ ﺍﻷﻭﻟﻰ ﻓﻲ‬
‫ﺭﺣﻠﺔ ﺍﺳﺗﻬﺩﺍﻑ ﺍﻟﺷﺭﻳﺣﺔ ﺍﻟﻣﻧﺎﺳﺑﺔ؛ ﺗﺑﺩﺃ ﺑﺗﻘﺳﻳﻡ ﺍﻟﻌﻣﻼء ﺇﻟﻰ ﻣﺟﻣﻭﻋﺎﺕ ﻳﺷﺗﺭﻙ ﺃﻋﺿﺎء ﻛﻝ‬
‫ﻣﺟﻣﻭﻋﺔ ﻓﻲ ﺑﻌﺽ ﺍﻟﺧﺻﺎﺋﺹ ﻣﺛﻝ‪ :‬ﺍﻟﻔﺋﺔ ﺍﻟﻌﻣﺭﻳﺔ‪ ،‬ﺃﻭ ﺍﻟﻧﻭﻉ‪ ،‬ﺃﻭ ﺍﻻﻫﺗﻣﺎﻣﺎﺕ‪ ،‬ﺃﻭ ﺍﻟﻌﺎﺩﺍﺕ‬
‫ﺍﻟﺷﺭﺍﺋﻳﺔ‪ ،‬ﻣﻣﺎ ﻳﺳﺎﻋﺩ ﺷﺭﻛﺗﻙ ﻓﻲ ﺍﻟﺗﺳﻭﻳﻖ ﻟﻛﻝ ﻣﺟﻣﻭﻋﺔ ﺑﺄﺳﻠﻭﺏ ﻣﻧﺎﺳﺏ ﻭﻓﻌﺎﻝ‪ .‬ﻓﻼ ﻳﻭﺟﺩ ﺣﻝ‬
‫ﻭﺍﺣﺩ ﻳﻧﺎﺳﺏ ﺍﻟﺟﻣﻳﻊ؛ ﻛﻝ ﻣﺟﻣﻭﻋﺔ ﻣﻥ ﺍﻷﻓﺭﺍﺩ ﻟﻬﺎ ﺁﺭﺍﺅﻫﺎ ﻭﺧﻠﻔﻳﺗﻬﺎ ﺍﻟﻣﺧﺗﻠﻔﺔ‪ ،‬ﻟﺫﻟﻙ ﻳﺟﺏ ﺑﻧﺎء‬
‫ﺍﺳﺗﺭﺍﺗﻳﺟﻳﺎﺕ ﺍﻟﺗﺳﻭﻳﻖ ﻭﻓﻘًﺎ ﻻﺣﺗﻳﺎﺟﺎﺕ ﻭﻣﺗﻁﻠﺑﺎﺕ ﻛﻝ ﻣﺟﻣﻭﻋﺔ‪.‬‬

‫ﻓﻳﺩﻳﻭ‪ :‬ﺗﻌﺭﻑ ﻋﻠﻰ ﺷﺭﺍﺋﺢ ﺍﻟﻌﻣﻼء‬

‫ﻋ ﺎ‪ ‬‬
‫ﺷﺭﺍﺋﺢ ﺍﻟﻌﻣﻼء‪ :‬ﺗﻌﺭﻑ ﻋﻠﻰ ﺃﺳﺎﻟﻳﺏ ﺗﺟﺯﺋﺔ ﺍﻟﻌﻣﻼء ﺍﻷﻛﺛﺭ ﺷﻳﻭ ً‬

‫‪1 of 9‬‬ ‫‪8/4/2022, 6:24 PM‬‬

‫ﻛﻴﻒ ﺗﺤﻠﻞ ﺟﻤﻬﻮﺭﻙ ﺍﻟﻤﺴﺘﻬﺪﻑ؟ ﺩﻟﻴﻠﻚ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺸﺮﻳﺤﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ – ﺇﺿﺎءﺍﺕ‬ ‫‪about:reader?url=https%3A%2F%2Fwww.ida2at.com%2Fanalyze-targe...‬‬

‫ﻳﻌﺗﻣﺩ ﺍﻟﺗﻘﺳﻳﻡ ﻋﻠﻰ ﺟﻣﻊ ﺑﻌﺽ ﺍﻟﻣﻌﻠﻭﻣﺎﺕ ﺃﻭ ﺍﻟﺑﻳﺎﻧﺎﺕ ﺍﻟﻣﺣﺩﺩﺓ ﻋﻥ ﺍﻟﻌﻣﻼء ﻭﺗﺣﻠﻳﻠﻬﺎ ﻟﺗﺣﺩﻳﺩ ﺃﻧﻣﺎﻁ‬
‫ﻳﻣﻛﻥ ﺍﺳﺗﺧﺩﺍﻣﻬﺎ ﻓﻲ ﺗﻘﺳﻳﻡ ﺍﻟﺷﺭﺍﺋﺢ‪ .‬ﺑﻌﺩ ﺍﻻﻧﺗﻬﺎء ﻣﻥ ﺟﻣﻊ ﺍﻟﺑﻳﺎﻧﺎﺕ ﺍﻟﻼﺯﻣﺔ‪ ،‬ﺍﺳﺗﺧﺩﻣﻬﺎ ﻓﻲ‬
‫ﺗﻘﺳﻳﻣﻬﻡ ﺇﻟﻰ ﺷﺭﺍﺋﺢ‪ .‬ﺗﻭﺟﺩ ﻋﺩﺓ ﺃﺳﺎﻟﻳﺏ ﻟﺗﺟﺯﺋﺔ ﺍﻟﻌﻣﻼء ﺃﺷﻬﺭﻫﺎ‪:‬‬

‫‪ .1‬ﺍﻟﺗﻘﺳﻳﻡ ﺍﻟﺩﻳﻣﻭﻏﺭﺍﻓﻲ ‪Demographic Segmentation‬‬

‫ﻳُﺑﻧﻰ ﺍﻟﺗﻘﺳﻳﻡ ﺍﻟﺩﻳﻣﻭﻏﺭﺍﻓﻲ ﻋﻠﻰ ﺑﻳﺎﻧﺎﺕ ﻣﺛﻝ‪ :‬ﺍﻟﺳﻥ ﻭﺍﻟﻧﻭﻉ ﻭﺍﻟﺩﺧﻝ ﻭﺍﻟﻣﺳﺗﻭﻯ ﺍﻟﺗﻌﻠﻳﻣﻲ‪ .‬ﻟﻳﺱ‬
‫ﺍﻟﻬﺩﻑ ﺍﻟﺣﺻﻭﻝ ﻋﻠﻰ ﺍﻟﻣﻌﻠﻭﻣﺎﺕ ﺍﻟﺩﻳﻣﻭﻏﺭﺍﻓﻳﺔ ﻟﻛﻝ ﻋﻣﻳﻝ ﻣﻥ ﻋﻣﻼﺋﻙ؛ ﻓﻬﺫﺍ ﺃﻣﺭ ﻳﺻﻌﺏ ﺗﻧﻔﻳﺫﻩ‪.‬‬
‫ﻳﻛﻔﻳﻙ ﺍﻟﺣﺻﻭﻝ ﻋﻠﻰ ﻧﻘﺎﻁ ﺍﻟﺑﻳﺎﻧﺎﺕ ﻣﻥ ﻋﺩﺩ ﻛﺎﻑ ﻣﻥ ﺍﻷﺷﺧﺎﺹ ﻟﻳﺳﺎﻋﺩﻙ ﻓﻲ ﺗﻛﻭﻳﻥ ﺻﻭﺭﺓ ﻋﻥ‬
‫ﺍﻟﻌﻣﻼء ﺍﻷﻛﺛﺭ ﺗﻔﺎﻋﻼً ﻣﻌﻙ‪ .‬ﺍﻟﻣﻌﻠﻭﻣﺎﺕ ﺍﻟﺩﻳﻣﻭﻏﺭﺍﻓﻳﺔ ﻟﻳﺳﺕ ﻋﻠﻰ ﻧﻔﺱ ﺍﻟﻘﺩﺭ ﻣﻥ ﺍﻷﻫﻣﻳﺔ؛ ﺇﺫﺍ‬
‫ﻛﺎﻧﺕ ﺷﺭﻛﺗﻙ ﺗﻘﺩﻡ ﺩﻭﺭﺍﺕ ﺗﺩﺭﻳﺑﻳﺔ ﻓﻲ ﻣﺟﺎﻝ ﺍﻹﺩﺍﺭﺓ‪ ،‬ﻟﻥ ﺗﻛﻭﻥ ﺑﻳﺎﻧﺎﺕ ﺍﻟﻧﻭﻉ )ﺫﻛﺭﺍ ً ﺃﻭ ﺃﻧﺛﻰ(‬
‫ﻋﻠﻰ ﻧﻔﺱ ﻗﺩﺭ ﺃﻫﻣﻳﺔ ﻣﺳﺗﻭﻯ ﺍﻟﺩﺧﻝ ﺃﻭ ﺍﻟﻔﺋﺔ ﺍﻟﻌﻣﺭﻳﺔ‪.‬‬

‫ﻣﺎ ﺍﻷﺩﻭﺍﺕ ﺍﻟﺗﻲ ﻳﻣﻛﻥ ﺍﻻﺳﺗﻌﺎﻧﺔ ﺑﻬﺎ ﻟﺟﻣﻊ ﺍﻟﺑﻳﺎﻧﺎﺕ ﺍﻟﺩﻳﻣﻭﻏﺭﺍﻓﻳﺔ؟‬

‫• ﺗﻌﺩ ﺍﻟﺑﺭﺍﻣﺞ ﺍﻟﺗﺣﻠﻳﻠﻳﺔ ‪ Analytics Software‬ﺃﺣﺩ ﺍﻟﻣﺻﺎﺩﺭ ﺍﻟﻣﻔﻳﺩﺓ ﻓﻲ ﺗﻭﻓﻳﺭ ﺍﻟﺑﻳﺎﻧﺎﺕ‬

‫ﺍﻟﺩﻳﻣﻭﻏﺭﺍﻓﻳﺔ‪.‬‬

‫• ﺍﻻﺳﺗﻘﺻﺎءﺍﺕ ﻭﺳﻳﻠﺔ ﺟﻳﺩﺓ ﻟﺗﺟﻣﻳﻊ ﺍﻟﺑﻳﺎﻧﺎﺕ ﺍﻟﺩﻳﻣﻭﻏﺭﺍﻓﻳﺔ‪ ،‬ﺇﻻ ﺃﻧﻪ ﻳﺟﺏ ﺗﻛﺭﺍﺭﻫﺎ ﻛﻝ ﻓﺗﺭﺓ ﻷﻥ‬
‫ﺩﻳﻣﻭﻏﺭﺍﻓﻳﺎﺕ ﺍﻟﻌﻣﻼء ﺗﺗﻐﻳﺭ ﻣﻊ ﻣﺭﻭﺭ ﺍﻟﻭﻗﺕ‪.‬‬

‫‪ .2‬ﺍﻟﺗﻘﺳﻳﻡ ﺍﻟﺟﻐﺭﺍﻓﻲ ‪Geographic Segmentation‬‬

‫ﺍﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺗﺳﻭﻳﻘﻳﺔ ﺗ ُﺳﺗﺧﺩﻡ ﻓﻲ ﺗﺳﻭﻳﻖ ﺍﻟﻣﻧﺗﺟﺎﺕ ﺃﻭ ﺍﻟﺧﺩﻣﺎﺕ ﺇﻟﻰ ﺃﺷﺧﺎﺹ ﻳﻌﻳﺷﻭﻥ ﻓﻲ ﻣﻧﺎﻁﻖ‬
‫ﻣﻌﻳﻧﺔ ﺃﻭ ﻳﺗﺳﻭﻗﻭﻥ ﺑﻬﺎ ﻭﺗﺭﺗﻛﺯ ﻋﻠﻰ ﺍﻟﺗﺷﺎﺑﻪ ﺑﻳﻥ ﺍﻷﺷﺧﺎﺹ ﺍﻟﻣﻭﺟﻭﺩﻳﻥ ﻓﻲ ﻧﻔﺱ ﺍﻟﻣﻧﻁﻘﺔ ﻣﻥ‬
‫ﺣﻳﺙ ﺍﺣﺗﻳﺎﺟﺎﺗﻬﻡ ﻭﺭﻏﺑﺎﺗﻬﻡ ﻭﻭﺟﻭﺩ ﺧﻠﻔﻳﺔ ﺛﻘﺎﻓﻳﺔ ﻣﺷﺗﺭﻛﺔ ﺑﻳﻧﻬﻡ‪.‬‬

‫ﺃﺑﺭﺯ ﺍﻟﻣﺗﻐﻳﺭﺍﺕ ﺍﻟﺟﻐﺭﺍﻓﻳﺔ ﺍﻟﺗﻲ ﻳﻌﺗﻣﺩ ﻋﻠﻳﻬﺎ ﻫﺫﺍ ﺍﻟﺗﻘﺳﻳﻡ‪:‬‬

‫• ﺍﻟﻣﻭﻗﻊ‪:‬‬
‫ﻗﺩ ﻳﻛﻭﻥ ﺍﻟﺗﻘﺳﻳﻡ ﺻﻐﻳًﺭﺍ ﻓﻼ ﻳﺗﻌﺩﻯ ﺣﺩﻭﺩ ﺍﻟﺣﻲ ﺍﻟﺳﻛﻧﻲ‪ ،‬ﻭﻗﺩ ﻳﺗﺳﻊ ﻟﻳﺷﻣﻝ ﻗﺎﺭﺓ ﺑﺄﻛﻣﻠﻬﺎ‪.‬‬

‫• ﺍﻟﻁﻘﺱ ﺃﻭ ﺍﻟﻣﻧﺎﺥ‪:‬‬
‫ﺳﺎ ﻟﻠﺗﻘﺳﻳﻡ‪ ،‬ﻳﺟﺏ ﺃﻥ ﻧﺿﻊ ﻓﻲ ﺍﻋﺗﺑﺎﺭﻧﺎ ﺍﻟﻣﻧﺎﺥ ﺍﻟﺳﺎﺋﺩ ﻓﻲ ﻣﻧﻁﻘﺔ ﻣﻌﻳﻧﺔ؛‬
‫ﻋﻧﺩ ﺍﺳﺗﺧﺩﺍﻡ ﺍﻟﻣﻧﺎﺥ ﺃﺳﺎ ً‬
‫ﻓﻠﻳﺱ ﻣﻥ ﺍﻟﻣﻧﻁﻘﻲ ﻣﺣﺎﻭﻟﺔ ﺑﻳﻊ ﺃﺟﻬﺯﺓ ﺗﻛﻳﻳﻑ ﻓﻲ ﻣﻧﻁﻘﺔ ﻳﺳﻭﺩﻫﺎ ﺍﻟﺟﻠﻳﺩ‪.‬‬

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‫ﻛﻴﻒ ﺗﺤﻠﻞ ﺟﻤﻬﻮﺭﻙ ﺍﻟﻤﺴﺘﻬﺪﻑ؟ ﺩﻟﻴﻠﻚ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺸﺮﻳﺤﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ – ﺇﺿﺎءﺍﺕ‬ ‫‪about:reader?url=https%3A%2F%2Fwww.ida2at.com%2Fanalyze-targe...‬‬

‫• ﺍﻟﺛﻘﺎﻓﺔ ﺍﻟﺳﺎﺋﺩﺓ‪:‬‬
‫ﻳﺟﺏ ﺃﻥ ﺗﻛﻭﻥ ﻣﻧﺗﺟﺎﺗﻙ ﻣﺗﻭﺍﺋﻣﺔ ﻣﻊ ﺍﻟﺛﻘﺎﻓﺔ ﺍﻟﺳﺎﺋﺩﺓ ﻓﻲ ﺍﻟﻣﻧﻁﻘﺔ ﺍﻟﺗﻲ ﺗﺳﻭﻕ ﻓﻳﻬﺎ ﻣﻧﺗﺟﺎﺗﻙ‪ .‬ﻓﻌﻠﻰ‬
‫ﺳﺑﻳﻝ ﺍﻟﻣﺛﺎﻝ ‪ %50‬ﻣﻥ ﻗﺎﺋﻣﺔ ﺍﻟﻁﻌﺎﻡ ﻓﻲ ﺳﻠﺳﻠﺔ ﻣﻁﺎﻋﻡ ﻣﺎﻛﺩﻭﻧﺎﻟﺩﺯ ﻓﻲ ﺍﻟﻬﻧﺩ ﺗﻘﺩﻡ ﻭﺟﺑﺎﺕ ﻧﺑﺎﺗﻳﺔ‬
‫ﻭﻻ ﺗﺣﺗﻭﻱ ﻋﻠﻰ ﻟﺣﻭﻡ ﺍﻟﺑﻘﺭ ﺃﻭ ﺍﻟﺧﻧﺯﻳﺭ ﻣﺭﺍﻋﺎﺓ ﻟﻠﻬﻧﺩﻭﺱ ﻭﺍﻟﻣﺳﻠﻣﻳﻥ‪.‬‬

‫• ﺍﻟﻣﻧﺎﻁﻖ ﺍﻟﺣﺿﺭﻳﺔ ﻭﺍﻟﺭﻳﻔﻳﺔ‪:‬‬

‫ﻋﺎﺩﺓ ﻣﺎ ﻳﺗﻣﺗﻊ ﺍﻟﻌﻣﻼء ﻓﻲ ﺍﻟﻣﻧﺎﻁﻖ ﺍﻟﺣﺿﺭﻳﺔ ﺑﻘﻭﻯ ﺷﺭﺍﺋﻳﺔ ﺃﻛﺑﺭ ﻣﻘﺎﺭﻧﺔ ﺑﺎﻟﻣﻧﺎﻁﻖ ﺍﻟﺭﻳﻔﻳﺔ‪،‬‬
‫ﻭﺑﺎﻟﺗﺎﻟﻲ ﻳﻣﻛﻧﻙ ﺗﻘﺩﻳﻡ ﻣﻧﺗﺟﺎﺗﻙ ﻭﺧﺩﻣﺎﺗﻙ ﺑﺄﺳﻌﺎﺭ ﺃﻋﻠﻰ ﻓﻲ ﺍﻟﻣﺩﻥ ﺍﻟﺭﺋﻳﺳﻳﺔ‪.‬‬

‫‪ .3‬ﺍﻟﺗﻘﺳﻳﻡ ﺍﻟﺳﻠﻭﻛﻲ ‪Behavioral Segmentation‬‬

‫ﻳﻌﺗﻣﺩ ﺍﻟﺗﻘﺳﻳﻡ ﺍﻟﺳﻠﻭﻛﻲ ﻋﻠﻰ ﻭﺿﻊ ﺍﻷﺷﺧﺎﺹ ﻓﻲ ﻣﺟﻣﻭﻋﺎﺕ ﺑﺣﺳﺏ ﺍﻷﻧﻣﺎﻁ ﺍﻟﺳﻠﻭﻛﻳﺔ ﺍﻟﻣﺷﺗﺭﻛﺔ‬
‫ﻓﻳﻣﺎ ﺑﻳﻧﻬﻡ‪ .‬ﻣﻥ ﺃﻣﺛﻠﺔ ﺍﻷﻧﻣﺎﻁ ﺍﻟﺳﻠﻭﻛﻳﺔ ﺍﻟﺗﻲ ﻗﺩ ﻳﻌﺗﻣﺩ ﻋﻠﻳﻬﺎ ﺍﻟﺗﻘﺳﻳﻡ‪:‬‬

‫• ﺳﻠﻭﻛﻳﺎﺕ ﺍﻟﺷﺭﺍء‪:‬‬
‫ﻳُﻘﺻﺩ ﺑﻬﺎ ﺳﻠﻭﻙ ﺍﻟﻣﺳﺗﺧﺩﻡ ﻭﻗﺕ ﺷﺭﺍء ﺍﻟﻣﻧﺗﺞ ﺃﻭ ﺍﻟﺧﺩﻣﺔ‪ .‬ﻫﻝ ﻳﺗﺭﺩﺩ ﺍﻟﻣﺳﺗﺧﺩﻡ ﻗﺑﻝ ﺍﺗﺧﺎﺫ ﻗﺭﺍﺭ‬
‫ﺍﻟﺷﺭﺍء‪ ،‬ﻫﻝ ﻳﻭﺍﺟﻪ ﺑﻌﺽ ﺍﻟﻌﻘﺑﺎﺕ ﻋﻧﺩ ﺍﻟﺷﺭﺍء؟ ﺇﻥ ﻣﻌﺭﻓﺔ ﺍﻹﺟﺎﺑﺎﺕ ﻋﻥ ﻫﺫﻩ ﺍﻷﺳﺋﻠﺔ ﺳﻭﻑ‬
‫ﺗﺳﺎﻋﺩﻙ ﻓﻲ ﺗﺑﺳﻳﻁ ﺇﺟﺭﺍءﺍﺕ ﺍﻟﺷﺭﺍء‪ .‬ﻣﺛﺎﻝ‪ :‬ﺇﺫﺍ ﻻﺣﻅﺕ ﺗﺭﺩﺩ ﺍﻟﻌﻣﻼء ﻭﺍﻧﺗﻅﺎﺭﻫﻡ ﺍﻟﺷﺭﺍء ﺑﺄﺳﻌﺎﺭ‬
‫ﺃﻓﺿﻝ‪ ،‬ﺳﻭﻑ ﺗﺯﻳﺩ ﻓﺭﺻﻙ ﻓﻲ ﺑﻳﻊ ﻣﻧﺗﺟﻙ ﻓﻲ ﺃﺛﻧﺎء ﻣﻭﺍﺳﻡ ﺍﻟﺧﺻﻭﻣﺎﺕ‪.‬‬

‫• ﺍﻟﻣﺯﺍﻳﺎ‪:‬‬
‫ﺗﻘﺳﻳﻡ ﺍﻟﻌﻣﻼء ﺑﻧﺎًء ﻋﻠﻰ ﺍﻟﻣﺯﺍﻳﺎ ﺍﻟﺗﻲ ﻳﺑﺣﺛﻭﻥ ﻋﻧﻬﺎ ﻭﺗﺷﺟﻳﻌﻬﻡ ﻋﻠﻰ ﺷﺭﺍء ﻣﻧﺗﺟﺎﺗﻙ ﺃﻭ ﺧﺩﻣﺎﺗﻙ‪.‬‬
‫ﻣﺛﺎﻝ‪ :‬ﻣﺎ ﺍﻟﻣﻳﺯﺓ ﺍﻟﺗﻲ ﻳﺑﺣﺙ ﻋﻧﻬﺎ ﺍﻟﺷﺧﺹ ﻋﻧﺩ ﺷﺭﺍء ﻋﻠﺑﺔ ﻟﺑﺎﻥ؟ ﻗﺩ ﺗﻛﻭﻥ ﺍﻟﻣﻳﺯﺓ ﺗﻧﻅﻳﻑ ﺍﻷﺳﻧﺎﻥ‬
‫ﺃﻭ ﺗﺣﺳﻳﻥ ﺭﺍﺋﺣﺔ ﺍﻟﻔﻡ‪ .‬ﻭﻅﻳﻔﺗﻙ ﻫﻲ ﻣﻌﺭﻓﺔ ﺍﻟﻣﻳﺯﺓ ﺍﻟﺗﻲ ﻳﺑﺣﺙ ﻋﻧﻬﺎ ﺍﻟﻣﺷﺗﺭﻱ ﻭﺍﻟﺗﺭﻛﻳﺯ ﻋﻠﻳﻬﺎ‪.‬‬

‫• ﻭﻻء ﺍﻟﻌﻣﻼء‪:‬‬
‫ﺍﻟﻌﻣﻼء ﺍﻟﻣﺧﻠﺻﻭﻥ ﻫﻡ ﺍﻷﻋﻠﻰ ﻣﻥ ﺣﻳﺙ ﺍﻟﻘﻳﻣﺔ ﺍﻟﻌﻣﺭﻳﺔ ‪ Lifetime Value‬ﻣﻘﺎﺭﻧﺔً ﺑﻐﻳﺭﻫﻡ‪،‬‬
‫ﻭﺍﻟﺣﻔﺎﻅ ﻋﻠﻰ ﺍﻟﻌﻣﻼء ﺍﻟﺣﺎﻟﻳﻳﻥ ﺃﻗﻝ ﺗﻛﻠﻔﺔ ﻣﻥ ﺍﻟﺣﺻﻭﻝ ﻋﻠﻰ ﻋﻣﻼء ﺟﺩﺩ‪ .‬ﻫﺅﻻء ﺍﻟﻌﻣﻼء‬
‫ﻳﺳﺎﻋﺩﻭﻧﻙ ﻓﻲ ﺗﺭﻭﻳﺞ ﻋﻼﻣﺗﻙ ﺍﻟﺗﺟﺎﺭﻳﺔ ﻭﻳﺷﺟﻌﻭﻥ ﻣﻌﺎﺭﻓﻬﻡ ﻭﺃﺻﺩﻗﺎءﻫﻡ ﻋﻠﻰ ﺷﺭﺍء ﻣﻧﺗﺟﻙ ﺃﻭ‬
‫ﺧﺩﻣﺗﻙ‪.‬‬

‫‪ .4‬ﺍﻟﺗﻘﺳﻳﻡ ﺍﻟﺳﻳﻛﻭﻏﺭﺍﻓﻲ ‪Psychographic Segmentation‬‬

‫ﻳُﺑﻧﻰ ﺍﻟﺗﻘﺳﻳﻡ ﺍﻟﺳﻳﻛﻭﻏﺭﺍﻓﻲ ﻋﻠﻰ ﺍﻟﺟﻭﺍﻧﺏ ﺍﻟﻧﻔﺳﻳﺔ ﺍﻟﺗﻲ ﺗﺅﺛﺭ ﻋﻠﻰ ﺍﻟﻘﺭﺍﺭﺍﺕ ﺍﻟﺷﺭﺍﺋﻳﺔ ﻟﻠﻌﻣﻳﻝ ﻣﺛﻝ‬

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‫ﻛﻴﻒ ﺗﺤﻠﻞ ﺟﻤﻬﻮﺭﻙ ﺍﻟﻤﺴﺘﻬﺪﻑ؟ ﺩﻟﻴﻠﻚ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺸﺮﻳﺤﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ – ﺇﺿﺎءﺍﺕ‬ ‫‪about:reader?url=https%3A%2F%2Fwww.ida2at.com%2Fanalyze-targe...‬‬

‫ﻧﻣﻁ ﺍﻟﺣﻳﺎﺓ ﻭﺍﻟﻣﻛﺎﻧﺔ ﺍﻻﺟﺗﻣﺎﻋﻳﺔ ﻭﺍﻵﺭﺍء ﻭﺍﻷﻧﺷﻁﺔ‪ .‬ﻣﻥ ﺃﻣﺛﻠﺔ ﺍﻟﻌﻭﺍﻣﻝ ﺍﻟﺗﻲ ﻳﻌﺗﻣﺩ ﻋﻠﻳﻬﺎ ﻫﺫﺍ‬
‫ﺍﻟﺗﻘﺳﻳﻡ‪:‬‬

‫• ﻧﻣﻁ ﺍﻟﺣﻳﺎﺓ‪:‬‬
‫ﻧﻣﻁ ﺣﻳﺎﺓ ﺍﻟﺷﺧﺹ ﻟﻪ ﺗﺄﺛﻳﺭ ﻛﺑﻳﺭ ﻋﻠﻰ ﻣﺎ ﺇﺫﺍ ﻛﺎﻧﺕ ﻣﻧﺗﺟﺎﺕ ﺃﻭ ﺧﺩﻣﺎﺕ ﺷﺭﻛﺗﻙ ﺳﺗﺣﻅﻰ ﺑﺈﻋﺟﺎﺑﻪ‪.‬‬
‫ﻓﻌﻠﻰ ﺳﺑﻳﻝ ﺍﻟﻣﺛﺎﻝ‪ ،‬ﺍﻟﻣﻼﺑﺱ ﺍﻟﺗﻲ ﻳﺭﺗﺩﻳﻬﺎ ﺍﻟﻌﻣﺎﻝ ﻭﺍﻟﻔﻧﻳﻭﻥ ﺗﺧﺗﻠﻑ ﻛﺛﻳًﺭﺍ ﻋﻥ ﺗﻠﻙ ﺍﻟﺗﻲ ﻳﻔﺿﻠﻬﺎ‬
‫ﺭﺟﺎﻝ ﺍﻷﻋﻣﺎﻝ‪.‬‬

‫• ﺍﻟﻣﻛﺎﻧﺔ ﺍﻻﺟﺗﻣﺎﻋﻳﺔ‪:‬‬
‫ﻳﻭﺟﺩ ﺍﺭﺗﺑﺎﻁ ﻣﺑﺎﺷﺭ ﺑﻳﻥ ﺍﻟﻣﻛﺎﻧﺔ ﺍﻻﺟﺗﻣﺎﻋﻳﺔ ﻟﻸﻓﺭﺍﺩ ﻭﺳﻠﻭﻛﻳﺎﺗﻬﻡ ﺍﻟﺷﺭﺍﺋﻳﺔ‪ .‬ﻳﻣﻛﻥ ﺗﻘﺳﻳﻡ ﺍﻟﻁﺑﻘﺎﺕ‬
‫ﺍﻻﺟﺗﻣﺎﻋﻳﺔ ﺇﻟﻰ ﺛﻼﺙ ﻁﺑﻘﺎﺕ‪ :‬ﺍﻟﻁﺑﻘﺔ ﺍﻟﻌﻠﻳﺎ )ﻁﺑﻘﺔ ﻻ ﺗﻬﺗﻡ ﻛﺛﻳًﺭﺍ ﺑﺳﻌﺭ ﺍﻟﻣﻧﺗﺟﺎﺕ ﻭﺍﻟﺧﺩﻣﺎﺕ‬
‫ﻭﺗﺷﻣﻝ ﺭﻭﺍﺩ ﺍﻷﻋﻣﺎﻝ ﺍﻷﻏﻧﻳﺎء ﻭﺍﻟﺭﻳﺎﺿﻳﻳﻥ ﻭﺍﻷﺛﺭﻳﺎء(‪ ،‬ﻭﺍﻟﻁﺑﻘﺔ ﺍﻟﻣﺗﻭﺳﻁﺔ )ﺍﻟﺷﺭﻳﺣﺔ ﺍﻟﻌﻠﻳﺎ‬
‫ﺗﺗﻛﻭﻥ ﻣﻥ ﺍﻷﻁﺑﺎء ﻭﺍﻷﺳﺎﺗﺫﺓ ﻭﺍﻟﻣﺣﺎﻣﻳﻥ ﻭﺍﻟﺷﺭﻳﺣﺔ ﺍﻷﻗﻝ ﺗﺗﻣﺛﻝ ﻓﻲ ﻁﺑﻘﺔ ﺍﻟﻌﻣﺎﻝ(‪ ،‬ﻭﺍﻟﻁﺑﻘﺔ ﺍﻟﺩﻧﻳﺎ‬
‫)ﺃﺷﺧﺎﺹ ﻳﻌﻣﻠﻭﻥ ﻓﻲ ﻭﻅﺎﺋﻑ ﺗﺗﻁﻠﺏ ﻣﺟﻬﻭًﺩﺍ ﺑﺩﻧﻳًﺎ ﺷﺎﻗًﺎ ﺑﻣﻘﺎﺑﻝ ﻣﺎﺩﻱ ﺯﻫﻳﺩ(‪.‬‬

‫• ﺍﻷﻧﺷﻁﺔ‪:‬‬
‫ﻛﻳﻑ ﻳﻘﺿﻲ ﺍﻟﺷﺧﺹ ﻳﻭﻣﻪ؟ ﻣﺎ ﺍﻟﺳﻠﻭﻛﻳﺎﺕ ﺍﻟﺗﻲ ﻳﻣﺎﺭﺳﻬﺎ ﺑﺎﺳﺗﻣﺭﺍﺭ؟ ﻳﺟﺏ ﺃﻥ ﺗﺿﻊ ﺑﻌﺽ‬
‫ﺍﻷﺷﻳﺎء ﻓﻲ ﺍﻋﺗﺑﺎﺭﻙ ﻋﻧﺩ ﺗﺣﻠﻳﻝ ﺃﻧﺷﻁﺔ ﺍﻟﻌﻣﻳﻝ ﻣﻥ ﺑﻳﻧﻬﺎ‪ :‬ﻣﺩﻯ ﺗﻛﺭﺍﺭ ﻣﻣﺎﺭﺳﺔ ﺍﻟﻧﺷﺎﻁ‪ ،‬ﻫﻝ ﻳﻧﻔﻖ‬
‫ﺍﻟﻧﻘﻭﺩ ﻋﻠﻰ ﻣﻣﺎﺭﺳﺗﻪ‪ ،‬ﻫﻝ ﺍﻟﻧﺷﺎﻁ ﺃﺣﺩ ﻣﺗﻁﻠﺑﺎﺕ ﻭﻅﻳﻔﺗﻪ ﺃﻭ ﺗﻌﻠﻳﻣﻪ؟ ﺗﻣﺛﻝ ﺍﻷﻧﺷﻁﺔ ﺍﻟﺗﻲ ﻳﻣﺎﺭﺳﻬﺎ‬
‫ﺍﻟﻌﻣﻳﻝ ﻓﻲ ﻭﻗﺕ ﻓﺭﺍﻏﻪ ﻣﻌﻠﻭﻣﺎﺕ ﻗﻳﻣﺔ ﻟﺷﺭﻛﺗﻙ؛ ﻓﺎﻟﺷﺧﺹ ﺍﻟﺫﻱ ﻳﻣﺎﺭﺱ ﺍﻟﺭﻳﺎﺿﺔ ﺳﻳﺣﺗﺎﺝ ﺃﺩﻭﺍﺕ‬
‫ﺭﻳﺎﺿﻳﺔ‪ ،‬ﺃﻣﺎ ﻣﻥ ﻻ ﻳﺣﺏ ﻣﻣﺎﺭﺳﺔ ﺍﻟﺭﻳﺎﺿﺔ ﻓﻘﺩ ﻳﻔﺿﻝ ﺇﻧﻔﺎﻕ ﻧﻘﻭﺩﻩ ﻋﻠﻰ ﺃﺟﻬﺯﺓ ﺍﻟﺗﻠﻔﺯﻳﻭﻥ ﻏﺎﻟﻳﺔ‬
‫ﺍﻟﺛﻣﻥ‪.‬‬

‫ﺟﻧﻲ ﺍﻟﺛﻣﺎﺭ‪ :‬ﻣﺯﺍﻳﺎ ﺗﺟﺯﺋﺔ ﺍﻟﻌﻣﻼء‬

‫• ﺍﻟﻘﺩﺭﺓ ﻋﻠﻰ ﺻﻳﺎﻏﺔ ﺭﺳﺎﺋﻝ ﻣﻔﺻﻠﺔ ﻟﻛﻝ ﻣﺟﻣﻭﻋﺔ ﻭﻓﻘًﺎ ﻻﺣﺗﻳﺎﺟﺎﺗﻬﺎ ﻭﺧﺻﺎﺋﺻﻬﺎ ﻭﺇﺭﺳﺎﻝ ﻋﺭﻭﺽ‬
‫ﺧﺎﺻﺔ ﺗﺷﺟﻊ ﺃﻓﺭﺍﺩﻫﺎ ﻋﻠﻰ ﺷﺭﺍء ﺍﻟﻣﺯﻳﺩ ﻣﻥ ﺍﻟﻣﻧﺗﺟﺎﺕ ﺃﻭ ﺍﻟﺧﺩﻣﺎﺕ‪.‬‬

‫• ﺍﻟﺗﺭﻛﻳﺯ ﻋﻠﻰ ﺍﻟﻌﻣﻼء ﺍﻷﻛﺛﺭ ﺭﺑﺣﻳﺔ‬

‫• ﺗﻘﺩﻳﻡ ﺧﺩﻣﺔ ﻋﻣﻼء ﺃﻓﺿﻝ‪ ،‬ﻭﺑﺎﻟﺗﺎﻟﻲ ﺍﻻﺣﺗﻔﺎﻅ ﺑﺎﻟﻌﻣﻼء ﻭﻭﻻﺋﻬﻡ ﻟﺷﺭﻛﺗﻙ‪.‬‬

‫• ﺗﻌﺯﻳﺯ ﻗﺩﺭﺗﻙ ﻋﻠﻰ ﺗﺣﺩﻳﺩ ﻣﻧﺗﺟﺎﺕ ﻭﺧﺩﻣﺎﺕ ﺟﺩﻳﺩﺓ ﻗﺩ ﻳﻬﺗﻡ ﺍﻟﻌﻣﻼء ﺍﻟﺣﺎﻟﻳﻭﻥ ﺃﻭ ﺍﻟﻣﺣﺗﻣﻠﻭﻥ‬
‫ﺑﺎﻟﺣﺻﻭﻝ ﻋﻠﻳﻬﺎ‪.‬‬

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‫ﻛﻴﻒ ﺗﺤﻠﻞ ﺟﻤﻬﻮﺭﻙ ﺍﻟﻤﺴﺘﻬﺪﻑ؟ ﺩﻟﻴﻠﻚ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺸﺮﻳﺤﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ – ﺇﺿﺎءﺍﺕ‬ ‫‪about:reader?url=https%3A%2F%2Fwww.ida2at.com%2Fanalyze-targe...‬‬

‫ﻫﺫﻩ ﺍﻟﻣﻣﻳﺯﺍﺕ ﻭﻏﻳﺭﻫﺎ ﺗﺅﻛﺩ ﺃﻫﻣﻳﺔ ﺗﺟﺯﺋﺔ ﺍﻟﻌﻣﻼء ﻛﻌﻣﻠﻳﺔ ﻣﻬﻣﺔ ﻣﻥ ﻋﻣﻠﻳﺎﺕ ﺍﻟﺗﺳﻭﻳﻖ‪ ،‬ﻭﺍﻟﺗﻲ‬
‫ﻳﻣﻛﻥ ﺃﻥ ﺗﻘﻭﻡ ﺑﻬﺎ ﺑﻧﻔﺳﻙ ﻛﻣﺎ ﺳﻧﻭﺿﺢ ﺑﺎﻟﻔﻘﺭﺓ ﺍﻟﺗﺎﻟﻳﺔ‪ ،‬ﺃﻭ ﺗﺳﺗﻌﻳﻥ ﺑﺄﺣﺩ ﺍﻟﻣﺳﺗﻘﻠﻳﻥ ﺍﻟﻣﺗﺧﺻﺻﻳﻥ‬
‫ﻣﻥ ﺧﻼﻝ ﻣﻭﻗﻊ »ﻣﺳﺗﻘﻝ«‪ ،‬ﻟﻳﺳﺎﻋﺩﻙ ﻓﻲ ﻫﺫﻩ ﺍﻟﻣﻬﻣﺔ‪.‬‬

‫ﺍﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺗﺟﺯﺋﺔ ﺍﻟﻌﻣﻼء‪ :‬ﻛﻳﻑ ﺗﺑﻧﻳﻬﺎ ﺧﻁﻭﺓ ﺑﺧﻁﻭﺓ‬

‫ﺍﻟﺧﻁﻭﺓ ﺍﻷﻭﻟﻰ‪ :‬ﺗﺣﻠﻳﻝ ﺍﻟﻌﻣﻼء ﺍﻟﺣﺎﻟﻳﻳﻥ‬

‫ﺍﻟﻬﺩﻑ ﻣﻥ ﻫﺫﻩ ﺍﻟﺧﻁﻭﺓ ﺗﻌﻠﻡ ﻛﻝ ﻣﺎ ﺗﺣﺗﺎﺟﻪ ﻋﻥ ﻋﻣﻼﺋﻙ ﻭﺗﺣﺩﻳﺩ ﺍﻻﺗﺟﺎﻫﺎﺕ ﺍﻟﻣﻭﺟﻭﺩﺓ ﻓﻲ ﻗﺎﻋﺩﺓ‬
‫ﺍﻟﻌﻣﻼء ﺍﻟﺣﺎﻟﻳﻳﻥ ﻣﻥ ﺧﻼﻝ ﺗﺣﻠﻳﻝ ﺍﻟﺟﻣﻬﻭﺭ ‪ .Audience Analysis‬ﺗﺳﺗﻁﻳﻊ ﺍﻟﺣﺻﻭﻝ ﻋﻠﻰ‬
‫ﺍﻟﻣﻌﻠﻭﻣﺎﺕ ﺍﻟﺗﻲ ﺗﺣﺗﺎﺟﻬﺎ ﻣﻥ ﻋﺩﺓ ﻣﺻﺎﺩﺭ ﻣﻥ ﺑﻳﻧﻬﺎ‪:‬‬

‫• ﺇﺟﺭﺍء ﻣﻘﺎﺑﻼﺕ ﻣﻊ ﻋﻣﻼﺋﻙ ﺍﻟﺳﺎﺑﻘﻳﻥ ﻭﺍﻟﺣﺎﻟﻳﻳﻥ ﻭﺍﻟﻣﺣﺗﻣﻠﻳﻥ‪.‬‬

‫• ﺇﺟﺭﺍء ﻣﻘﺎﺑﻼﺕ ﻣﻊ ﻓﺭﻳﻖ ﺍﻟﻣﺑﻳﻌﺎﺕ ﻓﻲ ﺷﺭﻛﺗﻙ‪.‬‬

‫• ﻣﺭﺍﺟﻌﺔ ﺍﻟﺑﻳﺎﻧﺎﺕ ﺍﻟﺧﺎﺻﺔ ﺑﻌﻣﻠﻙ ﺍﻟﺗﺟﺎﺭﻱ ﻣﺛﻝ‪ :‬ﺍﻟﻣﺑﺎﻟﻎ ﺍﻟﺗﻲ ﻳﻧﻔﻘﻬﺎ ﺍﻟﻌﻣﻼء‪ ،‬ﻭﻋﺩﺩ ﺍﻟﺯﻳﺎﺭﺍﺕ ﺇﻟﻰ‬
‫ﻣﺗﺟﺭﻙ‪ ،‬ﻭﺃﻧﻭﺍﻉ ﺍﻟﻣﻧﺗﺟﺎﺕ ﻭﺍﻟﺧﺩﻣﺎﺕ ﺍﻟﺗﻲ ﻳﺷﺗﺭﻭﻧﻬﺎ )ﻳﻣﻛﻧﻙ ﺍﻻﺳﺗﻌﺎﻧﺔ ﺑﺄﺩﺍﺓ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ‬
‫ﺍﻟﻌﻣﻼء ‪ CRM‬ﺍﻟُﻣﺳﺗﺧﺩﻣﺔ ﻓﻲ ﺷﺭﻛﺗﻙ(‪.‬‬

‫• ﺍﻻﺳﺗﻌﺎﻧﺔ ﺑﺎﻟﺑﻳﺎﻧﺎﺕ ﺍﻟﺗﻲ ﺗﻭﻓﺭﻫﺎ ﺃﺩﻭﺍﺕ ﺗﺣﻠﻳﻼﺕ ﺍﻟﻣﻭﺍﻗﻊ ‪.Website Analytics‬‬

‫ﺍﻟﺧﻁﻭﺓ ﺍﻟﺛﺎﻧﻳﺔ‪ :‬ﺗﺣﺩﻳﺩ ﻣﻭﺍﺻﻔﺎﺕ ﺷﺧﺻﻳﺔ ﺍﻟﻌﻣﻳﻝ ﺍﻟﻣﺛﺎﻟﻲ ‪Buyer Persona‬‬

‫ﺑﻌﺩ ﺇﺗﻣﺎﻡ ﺍﻟﺧﻁﻭﺓ ﺍﻟﺳﺎﺑﻘﺔ ﺳﺗﺻﺑﺢ ﻗﺎﺩًﺭﺍ ﻋﻠﻰ ﺗﻛﻭﻳﻥ ﻓﻛﺭﺓ ﻭﺍﺿﺣﺔ ﻋﻥ ﻁﺑﻳﻌﺔ ﻋﻣﻼﺋﻙ ﺍﻟﺣﺎﻟﻳﻳﻥ‬
‫ﺑﻔﺿﻝ ﺍﻟﺑﻳﺎﻧﺎﺕ ﺍﻟﺗﻲ ﺟﻣﻌﺗﻬﺎ ﻭﺍﻟﺗﻲ ﻭﺿﻌﺕ ﺣﺟﺭ ﺍﻷﺳﺎﺱ ﻟﺭﺳﻡ ﻣﻼﻣﺢ ﺷﺧﺻﻳﺔ ﺍﻟﻌﻣﻳﻝ ﺍﻟﻣﺛﺎﻟﻲ‪.‬‬
‫ﺍﻟﻌﻣﻳﻝ ﺍﻟﻣﺛﺎﻟﻲ ﻫﻭ ﺗﻭﺻﻳﻑ ﻣﺑﻧﻲ ﻋﻠﻰ ﺃﺑﺣﺎﺙ ﻳﺻﻑ ﺍﻟﻌﻣﻳﻝ ﺍﻟﻣﺳﺗﻬﺩﻑ‪ ،‬ﻭﻛﻳﻑ ﻳﻘﺿﻲ ﻳﻭﻣﻪ‪،‬‬
‫ﻭﺍﻟﺗﺣﺩﻳﺎﺕ ﺍﻟﺗﻲ ﻳﻭﺍﺟﻬﺎ ﻭﻛﻳﻑ ﻳﺗﺧﺫ ﻗﺭﺍﺭﺍﺗﻪ‪.‬‬

‫ﺍﻟﺧﻁﻭﺓ ﺍﻟﺛﺎﻟﺛﺔ‪ :‬ﺗﺣﺩﻳﺩ ﺷﺭﺍﺋﺢ ﺍﻟﺳﻭﻕ ﺍﻟﻣﻧﺎﺳﺑﺔ ﻟﺗﻘﺩﻳﻡ ﻣﻧﺗﺟﺎﺗﻙ‬

‫ﺗﺳﺗﻁﻳﻊ ﺍﻵﻥ ﺍﻟﺑﺩء ﻓﻲ ﺍﻟﺑﺣﺙ ﻋﻥ ﺷﺭﺍﺋﺢ ﺍﻟﺳﻭﻕ ﺍﻟﺗﻲ ﻳﻣﻛﻧﻙ ﻓﻳﻬﺎ ﺍﻟﺗﺳﻭﻳﻖ ﻟﻣﻧﺗﺟﺎﺗﻙ‬
‫ﻭﺧﺩﻣﺎﺗﻙ‪.‬ﺍﺑﺩﺃ ﺃﻭﻻً ﺑﻁﺭﺡ ﺑﻌﺽ ﺍﻷﺳﺋﻠﺔ ﺫﺍﺕ ﺍﻟﺻﻠﺔ ﺑﻌﻼﻣﺗﻙ ﺍﻟﺗﺟﺎﺭﻳﺔ ﻣﺛﻝ‪:‬‬

‫• ﻣﺎ ﺍﻟﻣﺷﻛﻼﺕ ﺍﻟﺗﻲ ﻳﺳﺗﻁﻳﻊ ﻣﻧﺗﺟﻙ ﺃﻭ ﺧﺩﻣﺗﻙ ﺣﻠﻬﺎ؟‬

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‫ﻛﻴﻒ ﺗﺤﻠﻞ ﺟﻤﻬﻮﺭﻙ ﺍﻟﻤﺴﺘﻬﺪﻑ؟ ﺩﻟﻴﻠﻚ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺸﺮﻳﺤﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ – ﺇﺿﺎءﺍﺕ‬ ‫‪about:reader?url=https%3A%2F%2Fwww.ida2at.com%2Fanalyze-targe...‬‬

‫• ﻣﺎ ﺍﻟﻣﺷﻛﻼﺕ ﺍﻟﺗﻲ ﻳﺳﺗﻁﻳﻊ ﻣﻧﺗﺟﻙ ﺃﻭ ﺧﺩﻣﺗﻙ ﺣﻠﻬﺎ ﺑﺄﺳﻠﻭﺏ ﺃﻓﺿﻝ ﻣﻥ ﺍﻟﻣﻧﺎﻓﺳﻳﻥ؟‬

‫• ﻣﺎ ﺍﻟﺷﻲء ﺍﻟﺫﻱ ﺗﻌﺭﻑ ﺍﻟﻛﺛﻳﺭ ﻋﻧﻪ ﻭﺗﺗﻔﻭﻕ ﻓﻳﻪ؟‬

‫• ﻣﻥ ﺍﻟﻌﻣﻳﻝ ﺍﻟﺫﻱ ﺗﺭﻏﺏ ﺃﻧﺕ ﻭﻓﺭﻳﻘﻙ ﻓﻲ ﺗﻘﺩﻳﻡ ﺧﺩﻣﺎﺗﻛﻡ ﻟﻪ؟‬

‫ﺛﻡ ﺣﺎﻭﻝ ﺍﻹﺟﺎﺑﺔ ﻋﻥ ﺍﻷﺳﺋﻠﺔ ﺍﻟﺗﻲ ﺗﺳﺎﻋﺩﻙ ﻓﻲ ﺍﻛﺗﺷﺎﻑ ﺍﻟﻔﺭﺹ ﺍﻟﻣﺗﺎﺣﺔ ﻭﻣﻧﻬﺎ‪:‬‬

‫• ﻣﺎ ﺃﺑﺭﺯ ﺍﻟﺷﺭﺍﺋﺢ ﺍﻟﻛﺑﻳﺭﺓ؟‬

‫• ﻣﺎ ﺍﻟﺷﺭﺍﺋﺢ ﺍﻟﺗﻲ ﺗﻔﺗﻘﺭ ﺇﻟﻰ ﺍﻟﺧﺩﻣﺎﺕ ﻭﺍﻟﻣﻧﺗﺟﺎﺕ؟‬

‫• ﻣﺎ ﺍﻟﺷﺭﺍﺋﺢ ﺍﻟﺗﻲ ﻳﻣﻛﻧﻙ ﺃﻥ ﺗﺗﻣﻳﺯ ﻓﻳﻬﺎ؟‬

‫ﻋﺎ؟‬
‫• ﻣﺎ ﺃﻛﺛﺭ ﺻﻔﺎﺕ ﺍﻟﻌﻣﻼء ﺷﻳﻭ ً‬

‫ﺍﻟﺧﻁﻭﺓ ﺍﻟﺭﺍﺑﻌﺔ‪ :‬ﺩﺭﺍﺳﺔ ﺷﺭﻳﺣﺔ ﺍﻟﺳﻭﻕ ﺍﻟﻣﺣﺗﻣﻠﺔ‪ ‬‬

‫ﻻ ﺗﺗﻌﺟﻝ ﻓﻲ ﺇﻁﻼﻕ ﺍﻟﺣﻣﻠﺔ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ ﻭﺍﻫﺗﻡ ﺑﺩﺭﺍﺳﺔ ﺍﻟﻣﻧﺎﻓﺳﻳﻥ ﻭﺗﺣﺩﻳﺩ ﻣﺎ ﺇﺫﺍ ﻛﺎﻥ ﺟﻣﻬﻭﺭﻙ‬
‫ﺍﻟﻣﺳﺗﻬﺩﻑ ﻣﻬﺗﻡ ﺑﻣﺎ ﺗﺭﻳﺩ ﺗﻘﺩﻳﻣﻪ‪ .‬ﺑﺈﻣﻛﺎﻧﻙ ﺍﻟﺣﺻﻭﻝ ﻋﻠﻰ ﺍﻟﻣﻌﻠﻭﻣﺎﺕ ﺍﻟﺗﻲ ﺗﺭﻳﺩﻫﺎ ﺑﺎﻟﺑﺣﺙ ﻋﻥ‬
‫ﺍﻟﻛﻠﻣﺎﺕ ﺍﻟﻣﻔﺗﺎﺣﻳﺔ ﻟﻠﺗﺄﻛﺩ ﻣﻥ ﺃﻥ ﺟﻣﻬﻭﺭﻙ ﺍﻟﻣﺳﺗﻬﺩﻑ ﻳﺑﺣﺙ ﻋﻥ ﺍﻟﻛﻠﻣﺎﺕ ﻭﺍﻟﻣﺻﻁﻠﺣﺎﺕ ﺫﺍﺕ‬
‫ﺍﻟﺻﻠﺔ ﺑﻘﻁﺎﻉ ﺍﻟﺳﻭﻕ ﺍﻟﺟﺩﻳﺩ ﺍﻟﺫﻱ ﺗﻭﺩ ﺩﺧﻭﻟﻪ‪.‬‬

‫ﺍﻟﺧﻁﻭﺓ ﺍﻟﺧﺎﻣﺳﺔ‪ :‬ﺍﻟﺗﺟﺭﺑﺔ ﻭﺍﻟﺗﻛﺭﺍﺭ‬

‫ﻓﻲ ﺍﻟﺑﺩﺍﻳﺔ ﺃﻁﻠﻖ ﺑﻌﺽ ﺍﻟﺣﻣﻼﺕ ﻻﺧﺗﺑﺎﺭ ﺟﺩﻭﻯ ﻓﻛﺭﺗﻙ‪ ،‬ﻭﺟﺭﺏ ﺍﻟﺩﺧﻭﻝ ﺇﻟﻰ ﺃﺳﻭﺍﻕ ﺟﺩﻳﺩﺓ ﻭﺍﻫﺗﻡ‬
‫ﺑﺗﺗﺑﻊ ﺍﻟﻧﺗﺎﺋﺞ ﻟﻣﻌﺭﻓﺔ ﺍﻷﺷﻳﺎء ﺍﻟﺗﻲ ﺗﺟﺩ ﺻﺩﻯ ﻟﺩﻯ ﺟﻣﻬﻭﺭﻙ‪ .‬ﺇﺩﺧﺎﻝ ﺗﻐﻳﺭﺍﺕ ﺻﻐﻳﺭﺓ ﻓﻳﻣﺎ ﺗﻘﺩﻣﻪ‬
‫ﻗﺩ ﻳﺅﺩﻱ ﺇﻟﻰ ﻧﺗﺎﺋﺞ ﻋﻅﻳﻣﺔ‪ .‬ﻛﺭﺭ ﺍﺧﺗﺑﺎﺭﺍﺗﻙ ﻭﺃﻋﺩ ﺍﻟﻣﺣﺎﻭﻟﺔ ﺑﻧﺎًء ﻋﻠﻰ ﻣﺎ ﺗﺗﻌﻠﻣﻪ ﻣﻥ ﺗﺟﺎﺭﺑﻙ‪.‬‬

‫ﺍﺳﺗﻬﺩﺍﻑ ﺍﻟﺳﻭﻕ‪ :‬ﻛﻳﻑ ﺗﺳﺗﻬﺩﻑ ﺍﻟﺷﺭﻳﺣﺔ ﺍﻟﻣﻧﺎﺳﺑﺔ‬

‫ﺑﻌﺩ ﺍﻻﻧﺗﻬﺎء ﻣﻥ ﺗﻘﺳﻳﻡ ﺍﻟﻌﻣﻼء ﺇﻟﻰ ﺷﺭﺍﺋﺢ‪ ،‬ﺗﺑﺩﺃ ﻣﺭﺣﻠﺔ ﺍﺳﺗﻬﺩﺍﻑ ﺷﺭﻳﺣﺔ ﺍﻟﺳﻭﻕ ﺃﻭ ﻋﺩﺓ ﺷﺭﺍﺋﺢ‬
‫ﻣﻬﺗﻣﺔ ﺑﺎﻻﺳﺗﻔﺎﺩﺓ ﻣﻥ ﺧﺩﻣﺎﺗﻙ ﺃﻭ ﻣﻧﺗﺟﺎﺗﻙ ﻭﻭﺿﻊ ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺎﺕ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ ﺍﻟﺗﻲ ﺗ ُﺑﻧﻰ ﻭﻓﻘًﺎ‬
‫ﻻﻫﺗﻣﺎﻣﺎﺕ ﻭﺭﻏﺑﺎﺕ ﺍﻟﻌﻣﻼء‪ .‬ﻧﺑﺩﺃ ﺃﻭﻻً ﺑﺗﻘﻳﻳﻡ ﺷﺭﺍﺋﺢ ﺍﻟﺳﻭﻕ ﺛﻡ ﺍﺧﺗﻳﺎﺭ ﺍﻟﺷﺭﻳﺣﺔ ﺍﻟﻣﺳﺗﻬﺩﻓﺔ‪.‬‬

‫ﺗﻘﻳﻳﻡ ﺷﺭﺍﺋﺢ ﺍﻟﺳﻭﻕ‬

‫‪6 of 9‬‬ ‫‪8/4/2022, 6:24 PM‬‬

‫ﻛﻴﻒ ﺗﺤﻠﻞ ﺟﻤﻬﻮﺭﻙ ﺍﻟﻤﺴﺘﻬﺪﻑ؟ ﺩﻟﻴﻠﻚ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺸﺮﻳﺤﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ – ﺇﺿﺎءﺍﺕ‬ ‫‪about:reader?url=https%3A%2F%2Fwww.ida2at.com%2Fanalyze-targe...‬‬

‫ﺍﻟﻣﻘﺻﻭﺩ ﺗﻘﻳﻳﻡ ﺷﺭﺍﺋﺢ ﺍﻟﻌﻣﻼء ﺍﻟﻣﺧﺗﻠﻔﺔ ﺍﻟﺗﻲ ﺣﺩﺩﻧﺎﻫﺎ ﻓﻲ ﻣﺭﺣﻠﺔ ﺗﺟﺯﺋﺔ ﺍﻟﻌﻣﻼء‪ ،‬ﻭﻳﻌﺗﻣﺩ ﺍﻟﺗﻘﻳﻳﻡ‬
‫ﻋﻠﻰ ﺛﻼﺛﺔ ﻋﻧﺎﺻﺭ‪:‬‬

‫‪ .1‬ﺣﺟﻡ ﺍﻟﺷﺭﻳﺣﺔ ﻭﻣﻌﺩﻝ ﻧﻣﻭﻫﺎ‪ :‬ﻣﺎ ﺣﺟﻡ ﺍﻟﻣﺑﻳﻌﺎﺕ ﺍﻟﺣﺎﻟﻳﺔ ﻓﻲ ﻫﺫﻩ ﺍﻟﺷﺭﻳﺣﺔ‪ ،‬ﻣﺎ ﻣﻌﺩﻻﺕ ﺍﻟﻧﻣﻭ‪ ،‬ﻣﺎ‬
‫ﺱ ﺃﻫﻣﻳﺔ ﻭﺿﻊ ﺃﻫﺩﺍﻑ ﺍﻟﺷﺭﻛﺔ ﻭﻣﻭﺍﺭﺩﻫﺎ ﻭﺍﻟﻣﻬﺎﺭﺍﺕ‬
‫ﺍﻟﺭﺑﺣﻳﺔ ﺍﻟﻣﺗﻭﻗﻌﺔ ﻟﻬﺫﻩ ﺍﻟﺷﺭﻳﺣﺔ؟ ﻻ ﺗﻧ َ‬
‫ﺍﻟﻣﺗﺎﺣﺔ ﻓﻲ ﺍﻋﺗﺑﺎﺭﻙ ﻟﺗﺣﺩﻳﺩ ﻣﺎ ﺇﺫﺍ ﻛﺎﻧﺕ ﺍﻟﺷﺭﺍﺋﺢ ﺫﺍﺕ ﺍﻟﻧﻣﻭ ﺍﻷﺳﺭﻉ ﺃﻭ ﺍﻟﺷﺭﺍﺋﺢ ﺍﻟﻣﺗﺧﺻﺻﺔ‬
‫ﺍﻷﺻﻐﺭ ﺣﺟًﻣﺎ ﻫﻲ ﺍﻷﻧﺳﺏ ﻟﺷﺭﻛﺗﻙ‪.‬‬

‫‪ .2‬ﻫﻳﻛﻝ ﺍﻟﺷﺭﻳﺣﺔ ﻭﻣﺩﻯ ﺟﺎﺫﺑﻳﺗﻬﺎ‪ :‬ﻣﺎ ﺍﻟﻌﻭﺍﻣﻝ ﺍﻟﻬﻳﻛﻠﻳﺔ ﺍﻟﺗﻲ ﺗﺅﺛﺭ ﻋﻠﻰ ﺟﺎﺫﺑﻳﺔ ﺍﻟﺷﺭﻳﺣﺔ ﻋﻠﻰ ﺍﻟﻣﺩﻯ‬
‫ﺍﻟﻁﻭﻳﻝ؟ ﻫﺫﻩ ﺍﻟﻌﻭﺍﻣﻝ ﻭﺿﺣﻬﺎ ﺑﻭﺭﺗﺭ ﻓﻲ ﻧﻣﻭﺫﺝ ﺍﻟﻘﻭﻯ ﺍﻟﺗﻧﺎﻓﺳﻳﺔ ﺍﻟﺧﻣﺱ ﺍﻟﺫﻱ ﻳﺣﺩﺩ ﻣﺩﻯ ﺟﺎﺫﺑﻳﺔ‬
‫ﺍﻟﺳﻭﻕ ﻭﻓﻘًﺎ ﻟﺧﻣﺳﺔ ﻋﻭﺍﻣﻝ‪:‬‬

‫• ﺷﺩﺓ ﺍﻟﻣﻧﺎﻓﺳﺔ ﺩﺍﺧﻝ ﺍﻟﺷﺭﻳﺣﺔ‬

‫• ﺍﺣﺗﻣﺎﻟﻳﺔ ﺩﺧﻭﻝ ﻣﻧﺎﻓﺳﻳﻥ ﺟﺩﺩ‬

‫• ﺗﻬﺩﻳﺩ ﺍﻟﻣﻧﺗﺟﺎﺕ ﺍﻟﺑﺩﻳﻠﺔ‬

‫• ﻗﻭﺓ ﺍﻟﻌﻣﻼء‬

‫• ﻗﻭﺓ ﺍﻟﻣﻭﺭﺩﻳﻥ‬

‫‪ .1‬ﺃﻫﺩﺍﻑ ﺍﻟﺷﺭﻛﺔ ﻭﻣﻭﺍﺭﺩﻫﺎ‪ :‬ﻋﻠﻰ ﺍﻟﺭﻏﻡ ﻣﻥ ﻭﺟﻭﺩ ﺷﺭﺍﺋﺢ ﺟﺎﺫﺑﺔ‪ ،‬ﻓﺈﻥ ﺃﻫﺩﺍﻑ ﺍﻟﺷﺭﻛﺔ ﻭﻣﻭﺍﺭﺩﻫﺎ‬
‫ﻗﺩ ﻻ ﺗﺗﻭﺍﻓﻖ ﻣﻊ ﻫﺫﻩ ﺍﻟﺷﺭﺍﺋﺢ‪ ،‬ﻭﺑﺎﻟﺗﺎﻟﻲ ﻟﻥ ﺗﻧﺟﺢ ﻓﻲ ﺍﺳﺗﻬﺩﺍﻓﻬﺎ‪ .‬ﻓﻘﺩ ﺗﻔﺗﻘﺭ ﺷﺭﻛﺗﻙ ﺇﻟﻰ ﺍﻟﻣﻭﺍﺭﺩ‬
‫ﻭﺍﻟﻣﻬﺎﺭﺍﺕ ﺍﻟﻼﺯﻣﺔ ﻟﻠﻧﺟﺎﺡ ﻓﻲ ﻫﺫﻩ ﺍﻟﺷﺭﺍﺋﺢ‪.‬‬

‫ﺍﺧﺗﻳﺎﺭ ﺍﻟﺷﺭﻳﺣﺔ ﺍﻟﻣﺳﺗﻬﺩﻓﺔ‬

‫ﻟﻘﺩ ﻭﺻﻠﺕ ﺍﻵﻥ ﺇﻟﻰ ﻣﺭﺣﻠﺔ ﺗﺣﺩﻳﺩ ﺍﻟﺷﺭﺍﺋﺢ ﺍﻟﺗﻲ ﺗﺭﻏﺏ ﻓﻲ ﺍﺳﺗﻬﺩﺍﻓﻬﺎ ﻭﻣﺎ ﺇﺫﺍ ﻛﻧﺕ ﺳﺗﻛﺗﻔﻲ‬
‫ﺑﺷﺭﻳﺣﺔ ﻭﺍﺣﺩﺓ ﺃﻭ ﺃﻛﺛﺭ‪ .‬ﺗﻧﻘﺳﻡ ﺍﺳﺗﺭﺍﺗﻳﺟﻳﺎﺕ ﺍﺳﺗﻬﺩﺍﻑ ﺍﻟﺳﻭﻕ ﺇﻟﻰ ﺃﺭﺑﻌﺔ ﺃﻧﻭﺍﻉ‪:‬‬

‫‪ .1‬ﺍﻟﺗﺳﻭﻳﻖ ﻏﻳﺭ ﺍﻟﻣﺗﻣﺎﻳﺯ ‪:Undifferentiated Marketing‬‬

‫ﺍﻟﺷﺭﻛﺎﺕ ﺍﻟﺗﻲ ﺗﻘﺭﺭ ﺍﺗﺑﺎﻉ ﻫﺫﻩ ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺗﺗﺟﺎﻫﻝ ﺍﻟﻔﺭﻭﻕ ﺑﻳﻥ ﺷﺭﺍﺋﺢ ﺍﻟﺳﻭﻕ ﺍﻟﻣﺧﺗﻠﻔﺔ‪،‬‬
‫ﻭﺗﺳﺗﻬﺩﻑ ﺍﻟﺳﻭﻕ ﺑﺄﻛﻣﻠﻪ ﺑﺗﻘﺩﻳﻡ ﻧﻔﺱ ﺍﻟﻣﻧﺗﺞ ﺃﻭ ﺍﻟﺧﺩﻣﺔ‪ ،‬ﻭﻫﺫﺍ ﻳﺳﺗﻠﺯﻡ ﻣﻌﺭﻓﺔ ﺍﻷﺷﻳﺎء ﺍﻟﻣﺷﺗﺭﻛﺔ‬
‫ﺑﻳﻥ ﺍﻟﻣﺳﺗﻬﻠﻛﻳﻥ ﺑﺩﻻً ﻣﻥ ﺍﻟﺗﺭﻛﻳﺯ ﻋﻠﻰ ﺍﻻﺧﺗﻼﻓﺎﺕ‪ .‬ﺗﻧﻁﻭﻱ ﻫﺫﻩ ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﻋﻠﻰ ﺑﻌﺽ‬
‫ﺍﻟﺗﺣﺩﻳﺎﺕ ﻣﻧﻬﺎ‪:‬‬

‫‪7 of 9‬‬ ‫‪8/4/2022, 6:24 PM‬‬

‫ﻛﻴﻒ ﺗﺤﻠﻞ ﺟﻤﻬﻮﺭﻙ ﺍﻟﻤﺴﺘﻬﺪﻑ؟ ﺩﻟﻴﻠﻚ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺸﺮﻳﺤﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ – ﺇﺿﺎءﺍﺕ‬ ‫‪about:reader?url=https%3A%2F%2Fwww.ida2at.com%2Fanalyze-targe...‬‬

‫• ﺻﻌﻭﺑﺔ ﺗﻭﻓﻳﺭ ﻣﻧﺗﺞ ﻗﺎﺩﺭ ﻋﻠﻰ ﺟﺫﺏ ﻛﻝ ﺍﻟﻣﺳﺗﻬﻠﻛﻳﻥ ﻭﺇﺭﺿﺎﺋﻬﻡ‬

‫• ﻳﺻﻌﺏ ﺍﻟﺗﻧﺎﻓﺱ ﻣﻊ ﺍﻟﺷﺭﻛﺎﺕ ﺍﻟﺗﻲ ﺗﺗﺑﻊ ﺍﺳﺗﺭﺍﺗﻳﺟﻳﺎﺕ ﺗﺳﻭﻳﻘﻳﺔ ﺃﻛﺛﺭ ﺗﺭﻛﻳًﺯﺍ ﻷﻧﻬﻡ ﺃﻛﺛﺭ ﻗﺩﺭﺓ ﻋﻠﻰ‬
‫ﺇﺷﺑﺎﻉ ﺍﺣﺗﻳﺎﺟﺎﺕ ﺍﻟﻣﺳﺗﻬﻠﻛﻳﻥ ﻓﻲ ﺍﻟﺷﺭﺍﺋﺢ ﺍﻟﻣﺗﺧﺻﺻﺔ‪.‬‬

‫‪ .1‬ﺍﻟﺗﺳﻭﻳﻖ ﺍﻟﻣﺗﻣﺎﻳﺯ ‪:Differentiated Marketing‬‬

‫ﺿﺎ ﻣﻧﻔﺻﻠﺔ ﻟﻛﻝ ﺷﺭﻳﺣﺔ‪ .‬ﺃﻏﻠﺏ‬
‫ﻫﺫﻩ ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺗﺳﺗﻬﺩﻑ ﻋﺩﺓ ﺷﺭﺍﺋﺢ ﻣﺧﺗﻠﻔﺔ ﻭﺗﻘﺩﻡ ﻋﺭﻭ ً‬
‫ﺍﻟﺷﺭﻛﺎﺕ ﺍﻟﻛﺑﻳﺭﺓ ﺗﺗﺑﻊ ﻫﺫﻩ ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ‪ ،‬ﻓﻌﻠﻰ ﺳﺑﻳﻝ ﺍﻟﻣﺛﺎﻝ‪ :‬ﺷﺭﻛﺔ ‪ P&G‬ﺗﻘﺩﻡ ﺃﻛﺛﺭ ﻣﻥ ﻧﻭﻉ‬
‫ﻣﻧﻅﻑ؛ ﻛﻝ ﻧﻭﻉ ﻳﺳﺗﻬﺩﻑ ﺷﺭﻳﺣﺔ ﻣﺧﺗﻠﻔﺔ‪ .‬ﺍﺗﺑﺎﻉ ﻫﺫﻩ ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﻳﺯﻳﺩ ﻣﻥ ﻓﺭﺹ ﻧﺟﺎﺡ ﺍﻟﺷﺭﻛﺔ‬
‫ﻓﻲ ﺗﻘﺩﻳﻡ ﻣﻧﺗﺞ ﺃﻭ ﺧﺩﻣﺔ ﺗﺟﺩ ﺻﺩﻯ ﻟﺩﻯ ﺍﻟﻣﺳﺗﻬﻠﻛﻳﻥ ﻓﻲ ﺷﺭﻳﺣﺔ ﻣﻌﻳﻧﺔ‪ ،‬ﻣﻣﺎ ﻳﺅﺩﻱ ﺇﻟﻰ ﺗﻭﺍﺻﻝ‬
‫ﺃﻓﺿﻝ ﺑﻳﻥ ﺍﻟﻣﺳﺗﻬﻠﻛﻳﻥ ﻭﺍﻟﻌﻼﻣﺔ ﺍﻟﺗﺟﺎﺭﻳﺔ ﻭﺯﻳﺎﺩﺓ ﻭﻻﺋﻬﻡ ﻭﺗﺭﺷﻳﺢ ﻣﻧﺗﺟﺎﺗﻙ ﺃﻭ ﺧﺩﻣﺎﺗﻙ‬
‫ﻷﺻﺩﻗﺎﺋﻬﻡ‪ ،‬ﻟﻛﻥ ﺍﺭﺗﻔﺎﻉ ﺍﻟﺗﻛﻠﻔﺔ ﻫﻭ ﺍﻟﻌﻳﺏ ﺍﻷﻛﺑﺭ ﻷﻥ ﺗﻌﺩﺩ ﺍﻟﺷﺭﺍﺋﺢ ﻳﺗﻁﻠﺏ ﺇﻧﻔﺎﻕ ﻣﺑﺎﻟﻎ ﺃﻛﺑﺭ ﻋﻠﻰ‬
‫ﺍﻹﻋﻼﻧﺎﺕ ﻭﺍﻟﺗﺳﻭﻳﻖ‪.‬‬

‫‪ .1‬ﺍﻟﺗﺳﻭﻳﻖ ﺍﻟُﻣﺭﻛﺯ ‪:Concentrated Marketing‬‬

‫ﺗﻌﺗﻣﺩ ﻫﺫﻩ ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﻋﻠﻰ ﺗﻘﺩﻳﻡ ﻣﻧﺗﺞ ﺃﻭ ﺧﺩﻣﺔ ﻭﺍﺣﺩﺓ ﻭﺗﺳﻭﻳﻘﻬﺎ ﻟﺷﺭﻳﺣﺔ ﻣﺣﺩﺩﺓ ﻣﻥ‬
‫ﺍﻟﻣﺳﺗﻬﻠﻛﻳﻥ‪ .‬ﻳﺗﻧﺎﺳﺏ ﺍﻟﺗﺳﻭﻳﻖ ﺍﻟﻣﺭﻛﺯ ﻣﻊ ﻅﺭﻭﻑ ﺍﻟﺷﺭﻛﺎﺕ ﺍﻟﺻﻐﻳﺭﺓ ﺫﺍﺕ ﺍﻟﻣﻭﺍﺭﺩ ﺍﻟﻣﺣﺩﻭﺩﺓ‬
‫ﻭﻳﺳﺗﻬﺩﻑ ﻣﺟﻣﻭﻋﺔ ﻣﺣﺩﻭﺩﺓ ﻣﻥ ﺍﻟﻣﺳﺗﻬﻠﻛﻳﻥ ﻣﻥ ﺧﻼﻝ ﺧﻁﺔ ﺗﺳﻭﻳﻘﻳﺔ ﺗﻠﺑﻲ ﺍﺣﺗﻳﺎﺟﺎﺕ ﻫﺫﻩ‬
‫ﺍﻟﺷﺭﻳﺣﺔ‪ .‬ﻫﺫﻩ ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﻟﻬﺎ ﺑﻌﺽ ﺍﻟﻣﻣﻳﺯﺍﺕ ﻣﻥ ﺑﻳﻧﻬﺎ‪:‬‬

‫• ﺇﻣﻛﺎﻧﻳﺔ ﺍﻟﻭﺻﻭﻝ ﺇﻟﻰ ﻭﺿﻊ ﻗﻭﻱ ﻓﻲ ﺍﻟﺳﻭﻕ ﻓﻲ ﺍﻟﺷﺭﻳﺣﺔ ﺍﻟﻣﺧﺗﺎﺭﺓ ﺑﺳﺑﺏ ﺍﻟﻭﻋﻲ ﺑﺎﺣﺗﻳﺎﺟﺎﺕ‬
‫ﺍﻟﻣﺳﺗﻬﻠﻙ‪.‬‬

‫• ﺑﻧﺎء ﺳﻣﻌﺔ ﺟﻳﺩﺓ ﻓﻲ ﺗﻘﺩﻳﻡ ﺍﻟﻣﻧﺗﺟﺎﺕ ﻭﺍﻟﺧﺩﻣﺎﺕ ﺍﻟﺗﻲ ﺗﻠﺑﻲ ﺍﺣﺗﻳﺎﺟﺎﺕ ﺍﻟﻌﻣﻳﻝ‪.‬‬

‫• ﺗﺳﺗﻁﻳﻊ ﺍﻟﺷﺭﻛﺔ ﺍﻟﺗﻌﺩﻳﻝ ﻓﻲ ﻣﻧﺗﺟﺎﺗﻬﺎ ﻭﺑﺭﺍﻣﺟﻬﺎ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ ﻭﺃﺳﻌﺎﺭﻫﺎ ﺑﺣﺳﺏ ﺍﺣﺗﻳﺎﺟﺎﺕ ﺍﻟﻌﻣﻼء‪.‬‬

‫‪ .1‬ﺍﻟﺗﺳﻭﻳﻖ ﺍﻟﺟﺯﺋﻲ ‪:Micromarketing‬‬

‫ﺍﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺗﺳﻭﻳﻘﻳﺔ ﺗﺳﺗﻬﺩﻑ ﻣﺟﻣﻭﻋﺔ ﻣﻥ ﺍﻟﻣﺳﺗﻬﻠﻛﻳﻥ ﺍﻟﻣﻭﺟﻭﺩﻳﻥ ﻓﻲ ﺳﻭﻕ ﻣﺗﺧﺻﺹ ‪Niche‬‬
‫‪ Market‬ﻟﺗﺳﻭﻳﻖ ﺧﺩﻣﺔ ﺃﻭ ﻣﻧﺗﺞ ﻟﻘﺎﻋﺩﺓ ﻣﺣﺩﻭﺩﺓ ﻣﻥ ﺍﻟﻌﻣﻼء‪ .‬ﻋﺎﺩﺓ ً ﻣﺎ ﺗﺧﺗﺎﺭ ﺍﻟﺷﺭﻛﺔ ﻗﺎﻋﺩﺓ‬
‫ﺍﻟﻌﻣﻼء ﺑﻧﺎًء ﻋﻠﻰ ﺳﻣﺎﺕ ﻣﻌﻳﻧﺔ ﻣﺛﻝ ﺍﻟﺳﻥ ﺃﻭ ﺍﻟﻧﻭﻉ ﺃﻭ ﺍﻟﻣﻭﻗﻊ…ﺇﻟﺦ‪ .‬ﻫﺫﻩ ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﻟﻬﺎ ﺑﻌﺽ‬
‫ﺍﻟﻣﺯﺍﻳﺎ ﻧﺫﻛﺭ ﻣﻧﻬﺎ‪:‬‬

‫• ﺍﻧﺧﻔﺎﺽ ﺍﻟﺗﻛﺎﻟﻳﻑ ﺑﺳﺑﺏ ﺍﺳﺗﻬﺩﺍﻑ ﺷﺭﻳﺣﺔ ﻣﺣﺩﻭﺩﺓ ﻣﻥ ﺍﻟﻌﻣﻼء‬

‫• ﻧﺟﺎﺡ ﺍﻟﺷﺭﻛﺔ ﻓﻲ ﺗﻘﺩﻳﻡ ﺧﺩﻣﺔ ﺟﻳﺩﺓ ﻟﻠﻣﺳﺗﺧﺩﻣﻳﻥ ﺍﻷﻭﺍﺋﻝ ﻳﺯﻳﺩ ﻣﻥ ﻓﺭﺹ ﺗﺭﺷﻳﺣﻬﻡ ﻟﻣﺎ ﺗﻘﺩﻣﻪ ﺇﻟﻰ‬

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‫ﻛﻴﻒ ﺗﺤﻠﻞ ﺟﻤﻬﻮﺭﻙ ﺍﻟﻤﺴﺘﻬﺪﻑ؟ ﺩﻟﻴﻠﻚ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺸﺮﻳﺤﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ – ﺇﺿﺎءﺍﺕ‬ ‫‪about:reader?url=https%3A%2F%2Fwww.ida2at.com%2Fanalyze-targe...‬‬

‫ﺃﺻﺩﻗﺎﺋﻬﻡ ﻭﻣﻌﺎﺭﻓﻬﻡ‪.‬‬

‫ﺃﻣﺎ ﺍﻟﻌﻳﻭﺏ‪:‬‬

‫• ﺍﺧﺗﻳﺎﺭ ﺍﻟﺷﺭﻳﺣﺔ ﺍﻟﻣﺳﺗﻬﺩﻓﺔ ﻳﺳﺗﻬﻠﻙ ﻭﻗﺗ ًﺎ ﻁﻭﻳًﻼ ﺑﺳﺑﺏ ﺍﻟﺣﺎﺟﺔ ﺇﻟﻰ ﺇﺟﺭﺍء ﻛﺛﻳﺭ ﻣﻥ ﺍﻷﺑﺣﺎﺙ‪.‬‬

‫• ﺍﺭﺗﻔﺎﻉ ﺗﻛﻠﻔﺔ ﺍﻛﺗﺳﺎﺏ ﺍﻟﻌﻣﻳﻝ ﺑﺳﺑﺏ ﻗﻠﺔ ﻋﺩﺩ ﺍﻟﻌﻣﻼء ﺍﻟﻣﺳﺗﻬﺩﻓﻳﻥ‪.‬‬

‫• ﺍﺣﺗﻣﺎﻝ ﻋﺩﻡ ﺍﺳﺗﻬﺩﺍﻑ ﺍﻟﺟﻣﻬﻭﺭ ﺍﻟﺻﺣﻳﺢ ﻭﺑﺎﻟﺗﺎﻟﻲ ﺇﻫﺩﺍﺭ ﺍﻟﻣﻭﺍﺭﺩ ﻓﻲ ﺍﺳﺗﻬﺩﺍﻑ ﺷﺭﻳﺣﺔ ﻏﻳﺭ‬
‫ﻣﻧﺎﺳﺑﺔ‪.‬‬

‫ﻣﻥ ﺍﻟﻣﺗﻭﻗﻊ ﻓﻲ ﺑﺩﺍﻳﺔ ﺣﻣﻼﺗﻙ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ ﺃﻻ ﺗﺣﻘﻖ ﺍﻟﻧﺟﺎﺡ ﺍﻟﺫﻱ ﺗﺗﻣﻧﺎﻩ ﻭﻗﺩ ﺗﺷﻌﺭ ﺑﺎﻹﺣﺑﺎﻁ‪ ،‬ﻟﻛﻥ‬
‫ﺍﻷﻫﻡ ﺃﻥ ﺗﺳﺗﻣﺭ ﻓﻲ ﺗﻘﻳﻳﻡ ﻭﺗﻌﺩﻳﻝ ﻭﺗﺣﺳﻳﻥ ﺍﻹﺟﺭﺍءﺍﺕ ﻭﺍﻟﺧﻁﻭﺍﺕ ﺍﻟﺗﻲ ﺗﺗﺑﻌﻬﺎ ﻟﺗﺣﻘﻳﻖ ﺍﻟﻣﺯﻳﺩ ﻣﻥ‬
‫ﺍﻟﻧﺟﺎﺡ‪.‬‬

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