Te Hokohoko i te Wā o te Pūrongo Tangata Whenua

Belgrade – 25 o Hune, 2007 – I tuhi a Dejan Trpkovic, te kaiwhakaū o Prodirekt, i tētahi tuhinga mō ngā au hou o te hokohoko, i whakaputaina ki te maheni pakihi a Ekonomist. E kōrero ana te kaituhi mō te au tonu o ngā ōhanga o te Hauāuru o te awhi tere i ngā whanaketanga hou o te pāpāho matihiko me te hokohoko ipurangi, i te mea kei te piri tonu ngā kamupene ā-rohe ki te "tikanga tawhito o te mahi pakihi" me te moumou tata ki ngā moni hokohoko katoa ki ngā pānuitanga auaha me te pouaka whakaata utu nui, e kore nei e aro turukihia i te nuinga o te wā kia mōhio ai ki tōna whai huatanga.

Mā ngā tauira o ngā kaupapa hokohoko a Chrysler, Audi, Samsung me General Motors i whakawhirinaki ki te Tukutuku 2.0 hei huarahi hou mō te waihanga, te mahi tahi, te whakatika me te tohatoha ihirangi i hangaia e te kaiwhakamahi i runga ipurangi, ka whakamāramahia te hītori o te mea e kiia nei ko te Tukutuku 2.0. E tohu ana te kaituhi ko te umanga motuka, hei tētahi o ngā kamupene e whakapau moni nui ana ki te hokohoko ipurangi, ko rātou tētahi o ngā kamupene tuatahi i whakamahi i te hokohoko tauwhitiwhiti. Ka tātarihia ngā ihirangi o te kaupapa hokohoko mō Jeep Patriot me te taipitopito atu.

Whai muri i tēnei ka tirohia e te kaituhi te ahunga whakamua o te panonitanga o te ao pāpāho, me te panaia o ngā pāpāho tuku iho ki tahaki e ngā pāpāho hou, pērā i ngā whatunga pāpori, ngā taputapu whakawhitiwhiti kōrero pūkoro me ngā papa pānui matihiko tauwhitiwhiti. Ka whakamāramahia ngā painga o te hokohoko tuihono me te whakawhitiwhiti kōrero mā roto i ngā whatunga pāpori, ā, ka hipokina anō hoki te hiranga o te wehewehenga mākete me te hiahia mō te whakawhitiwhiti kōrero tika ki te kiritaki.

I a ia e matapaki ana i ngā whai wāhitanga e tukuna ana e te Tukutuku 2.0, ka whakamāramahia e te kaituhi te whakatinanatanga o te manapori i roto i ngā pāpāho me te āhua o te "pāpāho tangata whenua". Ka whakaatuhia te ariā o te whai wāhi kaha o te marea ki te tukanga kohikohi, ripoata, tātari me te tohatoha i ngā purongo me ngā mōhiotanga.

I te mutunga o te tuhinga, ka whakahē te kaituhi i te mākete o Serbia, me te akiaki i ngā kamupene o te rohe ki te whakamahi i ngā pāpāho hou, me te tuku i ana taunakitanga mō te whakawhitiwhiti kōrero pai ake ki te mākete ūnga.

Pānuihia te tuhinga katoa i te reo Serbian: Marketing in the Era of Citizen Journalism, nā Dejan Trpkovic, Ekonomist, 25 o Hune, 2007