CHESS TAG

Your Knights to Digital Success

Your Knights to Digital Success

 ‫ﺍﻟﻤـﻘﺪﻣــــﺔ‬
‫ﺣﻘﻴﻘﻴﺔ ﻓﻲ ﻋﺎﻟﻢ‬
‫ً‬ ‫ﺗﻘ��ﺒﺎ‪ ،‬ﺛﻮﺭﺓ‬
‫ً‬ ‫ﺷﻬﺪﺕ ﺍﻷﻋﻮﺍﻡ ﺍﻟﻤﺎﺿﻴﺔ‪ ،‬ﺃﻭ ﺍﻟﻌﻘﺪ ﺍﻟﻤﺎﺿﻲ‬
‫ﺍﻟﺘﺴﻮ�ﻖ ﺑﻌﺪ ﺗﻮﺍﺟﺪ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪ ،‬ﻭﻣﻨﺼﺎﺕ ﺍﻟﺘﻮﺍﺻﻞ ﻭﺍﻹﻋﻼﻥ ﻋﻠﻰ‬
‫ﺍﻹ�ﺘﺮﻧﺖ‪ .‬ﻭﻫﻮ ﻣﺎ ﺩﻓﻊ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺸﺮﻛﺎﺕ ﺇﻟﻰ ﻭﺿﻊ ﺍﺳﺘ�ﺍ�ﻴﺠﻴﺎﺕ ﺗُ ﻤﻜﻨّ ﻬﻢ‬
‫ﻣﻦ ﺍﻟﺘﺤﻮﻝ ﺍﻟﺮﻗﻤﻲ‪ Digital Transformation-‬ﻭﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ‬
‫ﻓﻌﺎﻟﺔ ُﻳﻤﻜﻨﻬﺎ ﺗﻌ��ﺰ ﻧﻤﻮ ﺍﻟﺸﺮﻛﺎﺕ ﺳﻮﺍﺀ ﻣﻦ‬ ‫ﻭﺍﻹ�ﺘﺮﻧﺖ ﻓﻲ ﺇﻳﺠﺎﺩ ﺣﻠﻮﻝ ّ‬
‫ﺧﻼﻝ ﺗﺤﺴﻴﻦ ﺍﺳﺘ�ﺍ�ﻴﺠﻴﺎﺕ ﺍﻟﺘﺴﻮ�ﻖ‪ ،‬ﺃﻭ ﺇﻳﺠﺎﺩ ﻃ�ﻕ ﺗﻮﺍﺻﻞ ﺃﻓﻀﻞ ﻣﻊ‬
‫ﻭﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪.‬‬
‫ُ‬ ‫ﺍﻟﻌﻤﻼﺀ‬

‫ﺳﻮﺍﺀ ُﻛﻨﺖ ﺗﺴﺘﻬﺪﻑ ﺷﺮﻛﺎﺕ"‪ "B2B‬ﺃﻭ ﺃﻓ�ﺍﺩ "‪ ،"B2C‬ﻓﺈﻥ ﺗﻔﺎﻋﻞ ﺍﻟﻤﺸﺘ��ﻦ‬
‫ﺍﻟﻴﻮﻡ ﻣﻊ ﻋﻼﻣﺘﻚ ﺍﻟﺘﺠﺎ��ﺔ ﻳﺘﻢ ﻋﺒﺮ ﻗﻨﻮﺍﺕ ﻭﺃﺟﻬﺰﺓ ﻣﺘﻌﺪﺩﺓ ﺗﻌﺘﻤﺪ ﻋﻠﻰ‬
‫ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ‪ .‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﺫﻟﻚ‪ ،‬ﻟﺪ�ﻬﻢ ﺗﻮﻗﻌﺎﺕ ﺃﻛﺜﺮ ﻣﻦ ﺃﻱ ﺟﻴﻞ ﺁﺧﺮ ﻓﻲ‬
‫ﺇﺟ�ﺍﺀ ﻣﺤﺎﺩﺛﺎﺕ ﺷﺨﺼﻴﺔ ﻓﺮﺩﻳﺔ ﻣﻊ ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﺘﺠﺎ��ﺔ ﻓﻲ ﺍﻟﻤﻜﺎﻥ ﺍﻟﻤﻨﺎﺳﺐ‬
‫ﻭﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﻤﻨﺎﺳﺐ‪ .‬ﻳﺘﻮﻗﻊ ﺍﻟﻤﺸﺘﺮﻱ ﺃﻥ �ﺘﻢ ﻫﺬﻩ ﺍﻟﻤﺤﺎﺩﺛﺔ ﺑﺴﻼﺳﺔ‪،‬‬
‫ﺳﻮﺍﺀ ﻋﻠﻰ ﻣﻮﻗﻌﻚ ﻋﻠﻰ ﺍﻟﻮﻳﺐ ﺃﻭ ﻋﻠﻰ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻭﻋﻠﻰ ﺟﻤﻴﻊ‬
‫ﻣﻮﺍﻗﻊ ﺍﻟﻮﻳﺐ ﺍﻷﺧﺮﻯ ﺍﻟﺘﻲ ﺗ�ﻭﺭﻫﺎ ﻓﻲ ﺃﻱ �ﻮﻡ ﺃﻭ ﺃﺳﺒﻮﻉ ﺃﻭ ﺷﻬﺮ ﻣﻌﻴﻦ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪01‬‬

 ‫ﻟﻠﻤﺴﻮﻗﻴﻦ ﻭﺍﻟﻤﻌﻠﻨﻴﻦ‪ ،‬ﺇﻻ ﺃﻥ ﺗﻘﻨﻴﺎﺕ‬
‫ّ‬ ‫ﺗﺤﺪﻳﺎ‬
‫ً‬ ‫ﻋﻠﻰ ﺍﻟﺮﻏﻢ ﻣﻦ ﺃﻥ ﻫﺬﺍ ﻳﻤﺜﻞ‬
‫ﺍﻹﻋﻼﻥ ﻭﺍﻻﺑﺘﻜﺎ�ﺍﺕ ﺍﻟﺠﺪﻳﺪﺓ ﺗﺴﺘﻤﺮ ﻓﻲ ﺍﻟﺘﻘﺪﻡ ﺑﺴﺮﻋﺔ ﻓﺎﺋﻘﺔ ﺣﻴﺚ �ﺘﻮﻓﺮ‬
‫ﺍﻵﻥ ﻣﻨﺼﺎﺕ ﺟﺪﻳﺪﺓ ﻟﻺﻋﻼﻧﺎﺕ‪ ،‬ﻭﺃﻧﻮﺍﻉ ﻣﺨﺘﻠﻔﺔ ﻣﻦ ﺍﻹﻋﻼﻧﺎﺕ‪ ،‬ﻭﻃ�ﻕ ﺟﺪﻳﺪﺓ‬
‫ﻓﺮﺻﺎ ﻻ ﺣﺼﺮ ﻟﻬﺎ‬
‫ﻟﻠ�ﺘﺒﻊ ﻭﺍﻟﺘﺤﻠﻴﻞ ﻭﺃﻧﻮﺍﻉ ُﻣﺨﺘﻠﻔﺔ ﻣﻦ ﺍﻟﻤﺤﺘﻮﻯ ﻭﻫﻮ ﻣﺎ ُﻳﻤﺜﻞ ً‬
‫ﻟﻠﻤﺴﻮﻗﻴﻦ ﻭﺍﻟﻤﻌﻠﻨﻴﻦ ﻟﻼﻧﺨ�ﺍﻁ ﻓﻲ ﻃ�ﻕ ُﻳﻤﻜﻨﻬﻢ ﻣﻦ ﺧﻼﻟﻬﺎ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻑ‪ .‬ﻭﻟﻜﻦ ﻳﻤﻜﻦ ﻟﺠﻤﻴﻊ ﻫﺬﻩ ﺍﻟﻔﺮﺹ ﺃﻥ ﺗﻜﻮﻥ‬ ‫ﺍﻟﻤﺸﺘ��ﻦ ﻭﺍﻟﺠﻤﻬﻮﺭ ُ‬
‫ﺃﻳﻀﺎ‪.‬‬
‫ﻭﻳﻤﻜﻦ �ﻨﻔﻴﺬ ﺍﺳﺘ�ﺍ�ﻴﺠﻴﺎ�ﻬﺎ ﺑﺸﻜﻞ ﺳﻲﺀ ً‬
‫ﻣﺮﺑﻜﺔ ﻟﺤﺪ ﻛ�ﻴﺮ‪ُ ،‬‬

‫ً‬
‫ﻛﺎﻣﻼ ﻟﻺﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‬ ‫ً‬
‫ﺩﻟﻴﻼ‬ ‫ﺍﻟﻬﺪﻑ ﻣﻦ ﻫﺬﺍ ﺍﻟﻜﺘﺎﺏ‪ ،‬ﻭﺍﻟﺬﻱ ُﻳﻤﺜﻞ‬
‫ﺑﺄﻧﻮﺍﻋﻬﺎ ﺍﻟﻤﺨﺘﻠﻔﺔ‪ ،‬ﻫﻮ ﺗﻮﻓﻴﺮ ﻧﻈﺮﺓ ﻋﺎﻣﺔ ﺣﻮﻝ ﺍﻟﻤﺸﻬﺪ ﺍﻹﻋﻼﻧﻲ ﺍﻟﺮﻗﻤﻲ‬
‫ﻭﻣﺴﺎﻋﺪﺗﻚ ﻋﻠﻰ ﺇﻧﺸﺎﺀ ﺇﻃﺎﺭ ﻹﺷ�ﺍﻙ ﺟﻤﻬﻮﺭﻙ ﺿﻤﻦ ﻫﺬﻩ ﺍﻟﻘﻨﻮﺍﺕ ﻛﺠﺰﺀ‬
‫ﻣﻦ ﻣﺤﺎﺩﺛﺔ ﺳﻠﺴﺔ ﻭﻣﺴﺘﻤﺮﺓ �ﺘﻤﻜﻦ ﺧﻼﻟﻬﺎ ﻣﻦ ﺗﺤﻘﻴﻖ ﺃﻫﺪﺍﻓﻚ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.‬‬
‫ﻳﺤﺘﻮﻱ ﺍﻟﻜﺘﺎﺏ ﻋﻠﻰ ﺷ�ﺡ ُﻣﻔﺼﻞ ﻟﻤﺎﻫﻴﺔ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‪ ،‬ﻭﺃﻧﻮﺍﻋﻬﺎ‪،‬‬
‫ﺟﻨﺒﺎ ﺇﻟﻰ ﺟﻨﺐ ﻣﻊ ﻣﺠﻤﻮﻋﺔ ﻣﻦ‬ ‫ﻭﺍﺳﺘ�ﺍ�ﻴﺠﻴﺎﺕ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ ﻭﻣﻜﻮﻧﺎ�ﻬﺎ‪ً ،‬‬
‫ﻓﻌﺎﻟﺔ‪.‬‬
‫ﺍﻟﻨﺼﺎﺋﺢ ﻹﻧﺸﺎﺀ ﺣﻤﻼﺕ ﺇﻋﻼﻧﻴﺔ ّ‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪02‬‬

 ‫ﺍﻟﻔ�ﻕ �ﻴﻦ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‬
‫ﻭ‬ ‫‪Digital Advertising‬‬

‫ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ‬
‫‪ Traditional Advertising‬؟‬

‫ﺍﻟﻤﺨﺘﻠﻔﺔ‬
‫ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ ﺑﺒﺴﺎﻃﺔ ﻫﻮ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺍﻹ�ﺘﺮﻧﺖ ﻭﻗﻨﻮﺍ�ﻪ ُ‬
‫ﺑﻔﻌﺎﻟﻴﺔ‪ .‬ﻛﻤﺎ‬
‫ﻟﺘﻘﺪﻳﻢ ﻭﺇﻃﻼﻕ ﺍﻟﺤﻤﻼﺕ ﺍﻟﺘ�ﻭﻳﺠﻴﺔ ﻭﺍﻟﻮﺻﻮﻝ ﻟﻠﻤﺴﺘﻬﻠﻜﻴﻦ ّ‬
‫ﺳﺎﺑﻘﺎ‪ ،‬ﻳﻤﻜﻦ ﻟﻺﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ ﺃﻥ ﻳﺴﺎﻋﺪ‬
‫ً‬ ‫ﻫﻮ ﺍﻷﻣﺮ ﻣﻊ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ‬
‫ﻓﻲ ﺳﺮﺩ ﻗﺼﺔ ﻋﻼﻣﺘﻚ ﺍﻟﺘﺠﺎ��ﺔ‪ .‬ﻭﻟﻜﻦ ﻋﻠﻰ ﻋﻜﺲ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ‪ ،‬ﺗﻌﺪ‬
‫�ﻨﻮﻋﺎ ﻭﻣ�ﻭﻧﺔ‪ ،‬ﻣﻤﺎ ﻳﺘﻴﺢ ﻟﻚ ﺳﺮﺩ ﻗﺼﺔ ﻋﻼﻣﺘﻚ‬
‫ً‬ ‫ﺣﻤﻼﺕ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ ﺃﻛﺜﺮ‬
‫ﺍﻟﺘﺠﺎ��ﺔ ﻋﻠﻰ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻲ ﻳﺘﻮﺍﺟﺪ ﻓﻴﻬﺎ ﺍﻟﻤﺸﺘ�ﻭﻥ ﺑﺎﺳﺘﻤ�ﺍﺭ ‪ -‬ﻣﻦ ﺧﻼﻝ‬
‫ﺍﻟﻨﺼﻮﺹ ﻭﺍﻟﺼﻮﺭ ﻭﺍﻟﻔﻴﺪ�ﻮ ﻭﻏﻴﺮ ﺫﻟﻚ‪.‬‬

‫ﺗﻄﻮﺭﺕ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﺑﺸﻜﻞ ﻛ�ﻴﺮ ﻣﻨﺬ ﺃﻥ ﻭﺻﻞ ﺍﻹﻋﻼﻥ ﺍﻷﻭﻝ ﺍﻟﻘﺎﺑﻞ‬
‫ﺑﺪﻻ ﻣﻦ ﺧﻠﻖ‬‫ً‬ ‫ﻟﻠﻨﻘﺮ‪ Clickable-‬ﺇﻟﻰ ﺍﻹ�ﺘﺮﻧﺖ ﻓﻲ ﻋﺎﻡ ‪ .1994‬ﻭﺍﻟﻴﻮﻡ‪،‬‬
‫ﺿﻮﺿﺎﺀ ﻭﺗﺸﺘﺖ ُﻣﺴﺘﻤﺮ ﻣﻦ ﺧﻼﻝ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ‪ ،‬ﺗﺤﺎﻭﻝ ﺍﻹﻋﻼﻧﺎﺕ‬
‫ﺟﺰﺀﺍ ﻣﻦ ﻣﺤﺎﺩﺛﺔ ﻣﺴﺘﻤﺮﺓ ﻭﻏﻴﺮ ﺇﺟﺒﺎ��ﺔ ﺗﻤﺘﻠﻜﻬﺎ ﻋﻼﻣﺘﻚ‬
‫ﺍﻟﺮﻗﻤﻴﺔ ﺃﻥ ﺗﻜﻮﻥ ً‬
‫ﺍﻟﺘﺠﺎ��ﺔ ﻣﻊ ﻋﻤﻼﺋﻬﺎ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪03‬‬

 ‫�ﺘﻮﺍﺟﺪ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﻓﻲ ﻛﻞ ﻣﻜﺎﻥ‪ .‬ﻭﻳﻤﻜﻦ ﻣﺸﺎﻫﺪﺗﻬﺎ ﻋﻠﻰ ﻣﻮﺍﻗﻊ‬
‫ﺍﻟﻮﻳﺐ ﺍﻟﺘﻲ ﻳ�ﻭﺭﻫﺎ ﺍﻟﺠﻤﻬﻮﺭ‪ ،‬ﻭﻋﻠﻰ ﺍﻟﻬﺎ�ﻒ ﺍﻟﻤﺤﻤﻮﻝ‪ ،‬ﻭﻋﻠﻰ ﻗﻨﻮﺍﺕ‬
‫ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻭﺣﺘﻰ ﻋﻠﻰ ﺳﺎﻋﺘﻬﺎ ﺍﻟﺬﻛﻴﺔ‪ .‬ﻭﻫﻮ ﻣﺎ ﻳﺘﻄﻠﺐ ﺃﻥ ﻳﻜﻮﻥ‬
‫ﺍﻃﻼﻋﺎ ﻋﻠﻰ ﺃﻧﻮﺍﻉ ُﻣﺨﺘﻠﻔﺔ ﻣﻦ ﺍﻟﺤﻤﻼﺕ ﺍﻹﻋﻼﻧﻴﺔ ﺍﻟﺮﻗﻤﻴﺔ‪،‬‬
‫ً‬ ‫ﺍﻟﻤﺴﻮﻗﻮﻥ ﺃﻛﺜﺮ‬‫ُ‬
‫ﻓﻌﺎﻟﺔ ُﻳﻤﻜﻨﻬﺎ ﺍﻟﻤﻨﺎﻓﺴﺔ‪ ،‬ﻭﺍﻟﻈﻬﻮﺭ ﺿﻤﻦ‬‫ﺣﺘﻰ ﻳﺘﺴﻨﻰ ﻟﻬﻢ ﺇﻧﺸﺎﺀ ﺇﻋﻼﻧﺎﺕ ّ‬
‫ﺍﻋﺘﻤﺎﺩﺍ‬
‫ً‬ ‫ﻧﻈ�ﺍ ﻟﻮﺟﻮﺩ ﺗﻘﻨﻴﺎﺕ ﺍﺳﺘﻬﺪﺍﻑ ﺍﻟﺠﻤﻬﻮﺭ‬
‫ً‬ ‫ﻫﺬﺍ ﺍﻟﺰﺣﺎﻡ‪ .‬ﻟﺤﺴﻦ ﺍﻟﺤﻆ‪،‬‬
‫ﻭﺃﻳﻀﺎ ﻭﺟﻮﺩ ﻣﻨﺼﺎﺕ ﻷﺗﻤﺘﺔ‬
‫ً‬ ‫ﻋﻠﻰ ﺍﻟﺴﻠﻮﻙ ﺍﻟﺸ�ﺍﺋﻲ ﻭﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺠﻐ�ﺍﻓﻴﺔ‪،‬‬
‫ﺍﻟﺘﺴﻮ�ﻖ‪ ،‬ﻓﺈﻥ ﻫﺬﻩ ﺍﻟﻤﺤﺎﺩﺛﺎﺕ ﻣﻊ ﺍﻟﻌﻤﻼﺀ ﻣﻦ ﺍﻟﺴﻬﻞ ﺃﻥ ﺗﻜﻮﻥ ُﻣﺴﺘﻤﺮﺓ‪.‬‬

‫ً‬
‫ﻃﻮﻳﻼ ﻓﻲ ﻣﺠﺎﻝ ﺍﻹﻋﻼﻥ‬ ‫ً‬
‫ﺷﻮﻃﺎ‬ ‫ﻗﺪ ﻳﺸﻌﺮ ﺍﻟﻤﺴﻮﻗﻮﻥ‪ ،‬ﺃﻧﻬﻢ ﻗﻄﻌﻮﺍ ﺑﺎﻟﻔﻌﻞ‬
‫ﺍﻟﺮﻗﻤﻲ‪ ،‬ﻭﻟﻜﻨﻨﺎ ﻣﺎ �ﻟﻨﺎ ﻓﻲ ﺍﻟﻤ�ﺍﺣﻞ ﺍﻷﻭﻟﻰ‪ .‬ﻣﻊ ﺍﺳﺘﻤ�ﺍﺭ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ‬
‫ﺟﺰﺀﺍ‬
‫ﻓﻲ ﺍﻛﺘﺴﺎﺏ ﺍﻟﺰﺧﻢ‪ ،‬ﺃﺻﺒﺢ ﺍﻷﻣﺮ ﺃﻛﺜﺮ ﺣﻴﻮﻳﺔ ﻣﻦ ﺃﻱ ﻭﻗﺖ ﻣﻀﻰ ﻟﺠﻌﻠﻪ ً‬
‫ﻻ ﻳﺘﺠ�ﺃ ﻣﻦ ﺷﻤﻮﻟﻴﺘﻚ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪04‬‬

 ‫ﺃﻫﻤﻴﺔ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‬
‫ﻓﺮﺻﺎ ﻗﻮﻳﺔ ﻹﺧﺒﺎﺭ ﻗﺼﺺ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ ﻋﻠﻰ‬ ‫ً‬ ‫ﺗﻮﻓﺮ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‬
‫ﻧﻄﺎﻕ ﻭﺍﺳﻊ ﻭﻓﻲ ﺍﻟﺴﻴﺎﻕ ﺍﻟﻤﻨﺎﺳﺐ‪ .‬ﻣﻦ ﺧﻼﻝ ﺍﻹﻋﻼﻧﺎﺕ ﻋﻠﻰ ﻣﺨﺘﻠﻒ‬
‫ﺍﻷﺟﻬﺰﺓ ﻭﺍﻟﻘﻨﻮﺍﺕ‪ ،‬ﺣﻴﺚ ﻳﻤﻜﻦ ﻟﻠﻤﺴﻮﻗﻴﻦ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺟﻤﻬﻮﺭ ﺃﻛﺒﺮ‬
‫ﺑﻄ��ﻘﺔ ﻣﺜﺎﻟﻴﺔ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﻤﻨﺎﺳﺐ ﻣﻊ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺇﺿﻔﺎﺀ ﺍﻟﻄﺎﺑﻊ‬
‫ﺍﻟﺸﺨﺼﻲ ﻋﻠﻰ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ "ﻣﺘ�ﺍﻳﺪﺓ ﺍﻟﺸﺨﺼﻴﺔ"‪.‬‬
‫ﻫﻨﺎﻙ ﺛﻼﺛﺔ ﺃﺳﺒﺎﺏ ﻭ�ﺍﺀ ﺃﻫﻤﻴﺔ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ ﻓﻲ ﺍﻟﻤﺸﻬﺪ ﺍﻟﺤﺎﻟﻲ ﻣﻦ ﺍﻟﺘﺴﻮ�ﻖ‪:‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪05‬‬

 ‫ﻳﺘﻮﺍﺟﺪ ﺟﻤﻬﻮﺭﻙ ﺑﺸﻜﻞ ُﻣﺴﺘﻤﺮ ﻋﻠﻰ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺮﻗﻤﻴﺔ‬

‫ﻟﻘﺪ ﻭﻟﺖ ﺍﻷﻳﺎﻡ ﺍﻟﺘﻲ ﺳﻴﻄﺮﺕ ﻓﻴﻬﺎ ﺍﻟﺼﺤﻒ ﻭﺍﻟﻤﺠﻼﺕ ﻋﻠﻰ ﺍ�ﺘﺒﺎﻩ‬
‫ﺍﻟﻤﺸﺘﺮﻱ‪ .‬ﻭﺃﺻﺒﺢ ﺍﻟﻤﺸﺘ�ﻭﻥ ﻳﻘﻀﻮﻥ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻮﻗﺖ ﻋﻠﻰ ﺍﻹ�ﺘﺮﻧﺖ‪ .‬ﻓﻲ‬
‫ﺍﻟﻮﺍﻗﻊ‪ ،‬ﺗﺸﻴﺮ ﺩ�ﺍﺳﺔ ﺣﺪﻳﺜﺔ ﺃﺟﺮﺗﻬﺎ ‪ Media Dynamics‬ﺇﻟﻰ ﺃﻧﻪ ﻣﻨﺬ ﻋﺎﻡ‬
‫‪ 1985‬ﺍﺯﺩﺍﺩ ﺍﺳﺘﻬﻼﻙ ﺍﻟﻮﺳﺎﺋﻂ ﺍﻟﺮﻗﻤﻴﺔ ﻟﻠﺸﺨﺺ ﺍﻟﺒﺎﻟﻎ ﺑﻨﺴﺒﺔ ‪ 40٪‬ﺇﻟﻰ‬
‫�ﻮﻣﻴﺎ ﻓﻲ ﻋﺎﻡ ‪ . 2014‬ﻭﻭﺟﺪﺕ ﺩ�ﺍﺳﺔ ﻣﻤﺎ�ﻠﺔ ﺃﺟ��ﺖ ﻓﻲ ﻋﺎﻡ‬
‫ً‬ ‫‪ 9.8‬ﺳﺎﻋﺎﺕ‬
‫‪ 2014‬ﻣﻦ ﻗﺒﻞ ‪ Nilsen‬ﺃﻥ ﺍﻟﺸﺨﺺ ﺍﻷﻣ��ﻜﻲ ﺍﻟﻌﺎﺩﻱ ﻳﻘﻀﻲ ‪ 11‬ﺳﺎﻋﺔ‬
‫ﻓﻲ ﺍﻟﻴﻮﻡ ﻋﻠﻰ ﺍﻷﺟﻬﺰﺓ ﺍﻹﻟﻜﺘ�ﻭﻧﻴﺔ ﻭﺍﻟﺘﻲ ﺗﺸﻤﻞ ﺗﻌ��ﻔﻬﺎ ﺍﻟﺘﻠﻔ��ﻮﻥ‬
‫ﻭﺍﻟ�ﺍﺩ�ﻮ ﻭﺍﻹ�ﺘﺮﻧﺖ ﻭﺍﻟﻬﺎ�ﻒ ﺍﻟﺬﻛﻲ ﻭﺍﻷﻟﻌﺎﺏ ﻭﻏﻴﺮﻫﺎ ﻣﻦ ﺍﻷﺟﻬﺰﺓ ﻣﺘﻌﺪﺩﺓ‬
‫ﺍﻟﻮﺳﺎﺋﻂ‪.‬‬

‫ﻓﻲ ﺃ�ﻨﺎﺀ ﺗﻮﺍﺟﺪ ﺍﻟﻤﺸﺘ��ﻦ ﺍﻟﺬ�ﻦ ﻳﺘﺒﺎﺩﻟﻮﻥ ﺍﻟﻘﻨﻮﺍﺕ ﻭﺍﻷﺟﻬﺰﺓ ﺑﺎﺳﺘﻤ�ﺍﺭ‪،‬‬

‫ﻛﻴﻒ ﻳﻤﻜﻨﻚ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻴﻬﻢ؟ ُﻳﻌﺪ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ ﻃ��ﻘﺔ �ﺍﺋﻌﺔ ﻟﻌﻼﻣﺘﻚ‬
‫ﺍﻟﺘﺠﺎ��ﺔ ﻟﻠﺘﻮﺍﺟﺪ ﺩﺍﺧﻞ ﻗﻨﻮﺍﺕ ﺍﻟﺘﻮﺍﺻﻞ ﻫﺬﻩ‪.‬‬

‫ﺗﻮﺍﻓﺮ ﺧﻴﺎ�ﺍﺕ ﺍﺳﺘﻬﺪﺍﻑ ُﻣﺘﻌﺪﺩﺓ‬

‫ﻣﺜﻼ‪ ،‬ﺳﻴﻜﻮﻥ ﻟﺪﻳﻚ ﺍﻟﻘﻠﻴﻞ ﻣﻦ ﺍﻟﺴﻴﻄﺮﺓ‬ ‫ً‬ ‫ﻋﻨﺪﻣﺎ ﺗﻀﻊ ﺇﻋﻼﻧً ﺎ ﻓﻲ ﻣﺠﻠﺔ‬
‫ﻭﺍﻟﺨﻴﺎ�ﺍﺕ‪ ،‬ﺇﻥ ﻭﺟﺪﺕ‪ ،‬ﻋﻠﻰ ﻣﻦ ﻳ�ﺍﻩ ﻭﻳﺘﻔﺎﻋﻞ ﻣﻌﻪ‪ .‬ﻭﻟﻜﻦ ﻣﻊ ﺍﻟﺘﻘﺪﻡ‬
‫ﺍﻟﺤﺎﺻﻞ ﺍﻟﻴﻮﻡ ﻓﻲ ﻣﺠﺎﻝ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ‪ ،‬ﻳﻤﻜﻦ ﻟﺠﻬﺎﺕ ﺍﻟﺘﺴﻮ�ﻖ ﺍﻵﻥ‬
‫ﺍﺳﺘﻬﺪﺍﻑ ﺍﻟﺠﻤﻬﻮﺭ ﺍﻟﻤﺤﺪﺩ ﺍﻟﺬﻱ ﻣﻦ ﺍﻟﻤﺮﺟﺢ ﺃﻥ ﻳﺸﺘﺮﻱ ﻣﻨﺘﺠﻚ‪ .‬ﻣﻦ ﺧﻼﻝ‬
‫ﺍﻟﺠﻤﻊ �ﻴﻦ ﻗﻮﺓ ﺃ�ﻤﺘﺔ ﺍﻟﺘﺴﻮ�ﻖ ﻭﺷﺒﻜﺔ ﺍﻹﻋﻼﻥ ﺃﻭ ﺍﻟﻨﻈﺎﻡ ﺍﻷﺳﺎﺳﻲ‪،‬‬
‫ﻳﻤﻜﻨﻚ ﺗﺠﻨﺐ ﺇﺭﺳﺎﻝ ﺭﺳﺎﺋﻞ ﺗﺴﻮﻳﻘﻴﺔ ﺇﻟﻰ ﺟﻤﻬﻮﺭ ﻻ ﺗﺴﺘﻬﺪﻓﻪ ﻋﻼﻣﺘﻚ‬
‫ﺍﻟﺘﺠﺎ��ﺔ ﺃﻭ ﻣﻨﺘﺠﺎ�ﻚ‪ .‬ﻻ ﻳﻘﺘﺼﺮ ﺍﺳﺘﻬﺪﺍﻑ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﻋﻠﻰ ﺍﻟﺨﺼﺎﺋﺺ‬
‫ﺃﻳﻀﺎ ﻣﻦ ﺇﻳﺼﺎﻝ‬ ‫ّ‬
‫ﻳﻤﻜﻨﻚ ً‬ ‫ﺍﻟﺪﻳﻤﻮﻏ�ﺍﻓﻴﺔ ﺃﻭ ﺍﻟﺴﻜﺎﻧﻴﺔ ﻟﺠﻤﻬﻮﺭﻙ ﻓﻘﻂ‪ .‬ﻭﻟﻜﻨّ ﻪ‬
‫ﺍﻟﺮﺳﺎﺋﻞ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ ﺑﺸﻜﻞ ﻓ��ﺪ ﻟ�ﺘﻮﺍﻓﻖ ﻣﻊ ﺟﻤﻬﻮﺭﻙ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪06‬‬

 ‫ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ‬
‫ﺗﻮﺍﻓﺮ ﺣﺠﻢ ﻛ�ﻴﺮ ﻣﻦ ﺍﻟ�ﻴﺎﻧﺎﺕ ﺣﻮﻝ ُ‬
‫ﺣﺎﻟﻴﺎ‪� ،‬ﺘﻮﻓﺮ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟ�ﻴﺎﻧﺎﺕ‬
‫ً‬ ‫ﺑﻔﻀﻞ ﺍﻷﺩﻭﺍﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻘﻮﻳﺔ ﺍﻟﻤﺘﻮﻓﺮﺓ‬
‫ﺣﻮﻝ ﻋﻤﻼﺋﻚ‪ .‬ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺑﻌﺾ ﻫﺬﻩ ﺍﻷﺩﻭﺍﺕ‪ ،‬ﻳﻤﻜﻨﻚ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ‬
‫ﺍﻟﻤﻠﻒ ﺍﻟﺸﺨﺼﻲ ﻟﻠﻌﻤﻼﺀ ﻭﺍﻟ�ﻴﺎﻧﺎﺕ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ﻣﻦ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻘﻨﻮﺍﺕ‬
‫ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﻋﺮﺽ ﻭﺍﺣﺪ ﺳﻠﺲ ﻟﻠﻌﻤﻴﻞ‪ .‬ﻳﻤﻜﻨﻚ ﺗﺨﺼﻴﺺ‬
‫ﺍﺳﺘﻨﺎﺩﺍ ﺇﻟﻰ ﺍﻟﺴﻠﻮﻙ ﺍﻟﺸ�ﺍﺋﻲ ﻟﻠﺠﻤﻬﻮﺭ‪ ،‬ﻭﺧﺼﺎﺋﺼﻪ ﺍﻟﺴﻜﺎﻧﻴﺔ‪،‬‬ ‫ً‬ ‫ﺇﻋﻼﻧﺎ�ﻚ‬
‫ﻭﻣﻜﺎﻧﻪ ﻓﻲ ﺩﻭﺭﺓ ﺍﻟﺸ�ﺍﺀ‪ ،‬ﻭﻣﺴﺘﻮﻯ ﺍﻟﺘﻔﺎﻋﻞ ﻣﻊ ﻋﻼﻣﺘﻚ ﺍﻟﺘﺠﺎ��ﺔ‪،‬‬
‫ﻭﺍﻟﻤﺤﺘﻮﻯ ﺃﻭ ﺍﻟﻌ�ﻭﺽ ﺍﻟﺘﻲ ﺷﺎﻫﺪﺗﻬﺎ‪ .‬ﻣﻦ ﺧﻼﻝ ﻫﺬﺍ ﺍﻟﺘﺨﺼﻴﺺ ﺍﻟﻤﺘﻘﺪﻡ‪،‬‬
‫ﻳﻤﻜﻨﻚ ﺇﺟ�ﺍﺀ ﻣﺤﺎﺩﺛﺎﺕ ﺃﻛﺜﺮ ﻣﻼﺀﻣﺔ ﻣﻊ ﺍﻟﻤﺸﺘ��ﻦ ﻋﺒﺮ ﺟﻤﻴﻊ ﺍﻟﻘﻨﻮﺍﺕ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪07‬‬

 ‫ﻛﻴﻒ ﺗﻌﻤﻞ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ؟‬
‫ً‬
‫ﺃﻭﻻ‬ ‫ﻗﺒﻞ ﺍﻻ�ﺘﻘﺎﻝ ﺇﻟﻰ ﺍﻟﺘﻔﺎﺻﻴﻞ ﺍﻟﺪﻗﻴﻘﺔ ﻟﻺﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‪ ،‬ﺩﻋﻨﺎ ﻧﻨﺎﻗﺶ‬
‫ﻛﻴﻔﻴﺔ ﻋﻤﻠﻬﺎ‪ .‬ﻛﻴﻒ ﺗﺒﺪﻭ ﺩﻭﺭﺓ ﺣﻴﺎﺓ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ؟‬

‫ﺑﺎﻓﺘ�ﺍﺽ ﻭﺟﻮﺩ ﺷﺨﺺ ُﻳﺴﻤﻰ "ﻋﻠﻲ"‪ ،‬ﻋﻠﻲ ﻫﻮ ﻋﻤﻴﻞ ﻣﺤﺘﻤﻞ ﻳ�ﻭﺭ ﻣﻮﻗﻌﻚ‬
‫ﻋﻠﻰ ﺍﻟﻮﻳﺐ‪ .‬ﻳﺘﺼﻔﺢ ﺩﺍﺧﻞ ﺍﻟﻤﻮﺍﻗﻊ‪ ،‬ﻭﻳﻨﻘﺮ ﻋﻠﻰ ﺑﻌﺾ ﺻﻔﺤﺎﺕ‪ ،‬ﻭﻟﻜﻨﻪ ﻻ‬
‫ﺍﺳﺘﻨﺎﺩﺍ ﺇﻟﻰ ﺍﻟﺴﻠﻮﻙ ﺍﻟﺸ�ﺍﺋﻲ‪ ،‬ﺃﻧﻪ‬
‫ً‬ ‫ﺃﻳﻀﺎ‪،‬‬
‫ﻳﺸﺘﺮﻱ ﻓﻲ ﺍﻟﻨﻬﺎﻳﺔ‪ .‬ﻭﺃﻧﺖ ﺗﻌﺮﻑ ً‬
‫ﺍﻟﻤﺘﺼﻔﺢ ﺑﺘﺠﻤﻴﻊ‬‫ﻳﺤﺐ ﻣﻨﺘﺠﻚ ﻣﻦ ﺧﻼﻝ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪ .‬ﻳﻘﻮﻡ ُ‬
‫�ﻴﺎﻧﺎﺕ‪ Cookies-‬ﻋﻨﻪ ﻗﺒﻞ ﺃﻥ ﻳﻐﺎﺩﺭ‪.‬‬

‫ﺑﻌﺪ ﺃﻥ ﻳﻐﺎﺩﺭ ﻣﻮﻗﻌﻚ ﺍﻹﻟﻜﺘ�ﻭﻧﻲ‪ ،‬ﻳﻨﺘﻘﻞ ﺇﻟﻰ ﻣﻮﻗﻊ ﻭﻳﺐ ﺁﺧﺮ ﻟﻘ�ﺍﺀﺓ ﺃﺣﺪﺍﺙ‬
‫ﺍﻷﺧﺒﺎﺭ ﻓﻲ ﺑﻌﺾ ﺍﻟﻤﺠﻼﺕ ﺍﻹﺧﺒﺎ��ﺔ ﺍﻟﻤﺤﻠﻴﺔ ﻋﻠﻰ ﺍﻹ�ﺘﺮﻧﺖ‪� .‬ﺒﺪﺃ ﻋﻠﻲ ﻓﻲ‬
‫�ﺅﻳﺔ ﺇﻋﻼﻧﺎ�ﻚ ﻋﻠﻰ ﺑﻌﺾ ﺍﻟﺼﻔﺤﺎﺕ ﺍﻟﺘﻲ ﻳ�ﻭﺭﻫﺎ‪ .‬ﺛﻢ ﻳﺬﻫﺐ ﻋﻠﻲ ﺇﻟﻰ‬
‫ﺻﻔﺤﺘﻪ ﻋﻠﻰ ﻓﻴﺴﺒﻮﻙ ﻟﻨﺸﺮ ﺗﺤﺪﻳﺚ ﺟﺪﻳﺪ ﻟﻠﺤﺎﻟﺔ‪� .‬ﺮﻯ ﺇﻋﻼﻧً ﺎ ﺁﺧﺮ ﻟﻚ‪ ،‬ﻭﻟﻜﻦ‬
‫ﻋﺮﺿﺎ ﻟﺘﻨ��ﻞ ﺃﺣﺪﺙ‬
‫ﺗﺨﺼﻴﺼﺎ ﺑﻤﺎ ﻳﺘﻨﺎﺳﺐ ﻣﻌﻪ‪ .‬ﻳﻌﺮﺽ ﺍﻹﻋﻼﻥ ً‬‫ً‬ ‫ﻫﺬﻩ ﺍﻟﻤﺮﺓ ﺃﻛﺜﺮ‬
‫ﻛﺘﺎﺏ ﺭﻗﻤﻲ‪ E-book-‬ﻟﺸﺮﻛﺘﻚ ﻣﻦ ﺧﻼﻝ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪� .‬ﻬﺘﻢ ﻋﻠﻲ‬
‫ﻭﻳﻨﻘﺮ ﻋﻠﻰ ﺍﻹﻋﻼﻥ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪08‬‬

 ‫ﻳﺘﻢ ﺗﺤﻮﻳﻠﻪ ﺇﻟﻰ ﺻﻔﺤﺔ ﺍﻟﻬﺒﻮﻁ ﺍﻟﺨﺎﺻﺔ ﺑﺎﻟﻜﺘﺎﺏ‪ ،‬ﻭﻳﻘﻮﻡ ﺑﺘﻌﺒﺌﺔ ﺍﻟﻨﻤﻮﺫﺝ‪ ،‬ﺛﻢ‬
‫ﺗﺤﺼﻞ ﻋﻠﻰ ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻟﺨﺎﺻﺔ ﺑﻪ‪ ،‬ﻭﻳﺘﻢ ﺗﺤﻮﻳﻠﻪ ﺇﻟﻰ ﻣﻮﻗﻊ ﺍﻟﻮﻳﺐ‬
‫ﺍﻟﺨﺎﺹ ﺑﻚ ﺣﻴﺚ ﻳﻘﻮﻡ ﺑﺎﻟﺸ�ﺍﺀ‪ .‬ﻳﺘﻠﻘﻰ ﻋﻠﻲ ﺭﺳﺎﻟﺔ ﺗﺮﺣﻴﺐ ﻋﺒﺮ ﺍﻟﺒ��ﺪ‬
‫ﺍﻹﻟﻜﺘ�ﻭﻧﻲ ﻭ�ﺒﺪﺃ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻟﺸ�ﺍﺀ‪ .‬ﻋﻠﻲ ﺃﺻﺒﺢ ﻋﻤﻴﻞ‪ .‬ﺑﻌﺪ �ﻮﻣﻴﻦ ‪ ،‬ﻳﻌﻮﺩ‬
‫ﻋﻠﻲ ﺇﻟﻰ ﻣﻮﻗﻌﻚ ﻋﻠﻰ ﺍﻟﻮﻳﺐ ﻻﺳﺘﻜﺸﺎﻑ ﺍﻟﻤ��ﺪ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺩﺍﺧﻞ‬
‫ﺍﻟﻤﺘﺠﺮ‪ .‬ﻳﻄﻠﺐ ﻣﻨﻪ ﺍﻟﻤﻮﻗﻊ ﺃﻥ ﻳﻜﻤﻞ ﺍﺳﺘﻄﻼﻉ �ﺃﻱ ﺣﻮﻝ ﺗﺠﺮﺑﺘﻪ ﻣﻊ ﻣﻨﺘﺠﻚ‪.‬‬

‫ﺑﻤﺠﺮﺩ ﻣﻐﺎﺩﺭﺓ ﻣﻮﻗﻊ ﺍﻟﻮﻳﺐ ﺍﻟﺨﺎﺹ ﺑﻚ‪ ،‬ﻳﺘﻢ ﺍﺳﺘﻬﺪﺍﻓﻪ �ﺈﻋﻼﻧﺎﺕ ﺫﺍﺕ ﺻﻠﺔ‬
‫ﺑﻤﻨﺘﺞ ﻣﺠﺎﻧﻲ ﺇﻟﻰ ﺍﻟﻤﻨﺘﺞ ﺍﻟﺬﻱ ﺍﺷﺘ�ﺍﻩ ﺑﺎﻟﻔﻌﻞ‪.‬‬

‫ﻭﺿﻊ ﺃﺳﺲ ﺣﻤﻼﺕ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‬

‫ﻗﺪﻣﺎ ﻓﻲ‬‫ً‬ ‫ﺳﻮﺍﺀ ﻛﻨﺖ ﺗﻌﻤﻞ ﻓﻲ ﺷﺮﻛﺔ "‪ "B2B‬ﺃﻭ "‪ ،"B2C‬ﻗﺒﻞ ﺍﻟﻤﻀﻲ‬
‫ً‬
‫ﺃﻭﻻ ﻭﺿﻊ ﺇﺳﺘ�ﺍ�ﻴﺠﻴﺔ‬ ‫ﺗﻄﻮ�ﺮ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﻭﺇﻃﻼﻗﻬﺎ‪ ،‬ﻳﺠﺐ ﻋﻠﻴﻚ‬
‫ﻭﻓﻘﺎ ﻟـ ‪ ،Demand Media‬ﻓﺈﻥ‬
‫ً‬ ‫ﺇﻋﻼﻧﻴﺔ ﻗﺎﺑﻠﺔ ﻟﻠﺘﻄ�ﻴﻖ ﻭﻭﺍﺿﺤﺔ ﺍﻟﻤﻌﺎﻟﻢ‪.‬‬
‫ﺍﻹﺳﺘ�ﺍ�ﻴﺠﻴﺔ ﺍﻹﻋﻼﻧﻴﺔ ﻫﻲ ﻣﺨﻄﻂ ﻟﻜﻴﻔﻴﺔ �ﻴﻊ ﻣﻨﺘﺠﻚ ﺃﻭ ﺧﺪﻣﺘﻚ‬
‫ﻟﻠﻤﺴﺘﻬﻠﻜﻴﻦ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻹﻋﻼﻧﺎﺕ‪ .‬ﻭﻟﻜﻦ ﺑﻤﺎ ﺃﻥ ﺷﺮﻛﺘﻚ ﻟﺪ�ﻬﺎ ﺍﻟﻌﺪﻳﺪ ﻣﻦ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻓﺔ‪ ،‬ﻓﻘﺪ ﻳﻜﻮﻥ ﻟﺪﻳﻚ ﺍﺳﺘ�ﺍ�ﻴﺠﻴﺎﺕ ﺇﻋﻼﻧﻴﺔ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﺸ�ﺍﺋﺢ ُ‬
‫ﻣﺘﻌﺪﺩﺓ‪� .‬ﺘﺒﻊ ﻣﻌﻈﻢ ﺍﻹﺳﺘ�ﺍ�ﻴﺠﻴﺎﺕ ﺍﻹﻋﻼﻧﻴﺔ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻹﺭﺷﺎﺩﺍﺕ‬
‫ﺍﻟﻌﺎﻣﺔ ﺍﻟﺘﻲ ﺳﻨﺘﻨﺎﻭﻟﻬﺎ ﻓﻲ ﺍﻷﻗﺴﺎﻡ ﺍﻟﺘﺎﻟﻴﺔ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪09‬‬

 ‫ﺗﺤﺪﻳﺪ ﺣﺎﻟﺔ ﻭﻃ�ﻴﻌﺔ ﺍﻟﺴﻮﻕ ﺍﻟﺬﻱ ﺗﺴﺘﻬﺪﻓﻪ‬
‫ﺃﻟﻖ ﻧﻈﺮﺓ ﻓﺎﺣﺼﺔ ﻋﻠﻰ ﺍﻟﺴﻮﻕ ﺍﻟﺤﺎﻟﻴﺔ‪ .‬ﻳﺠﺐ ﺃﻥ‬
‫ﻗﺒﻞ ﺍﻟﺒﺪﺀ ﻓﻲ ﺭﺣﻠﺔ ﺍﻹﻋﻼﻥ‪ِ ،‬‬
‫ﺗﺴﺄﻝ ﺑﻌﺾ ﻫﺬﻩ ﺍﻷﺳﺌﻠﺔ‪:‬‬
‫ً‬
‫ﺍﺣﺘﻤﺎﻻ ﻟﺸ�ﺍﺀ ﺃﺣﺪ ﻣﻨﺘﺠﺎ�ﻚ؟‬ ‫ﻣﻦ ﻫﻮ ﺍﻷﻛﺜﺮ‬
‫ﻣﺎ ﻣﺪﻯ ﺍﻫﺘﻤﺎﻡ ﺍﻟﺴﻮﻕ ﺑﻤﻨﺘﺠﻚ؟‬
‫ﻫﻞ ﻫﻨﺎﻙ ﺷﺮﻛﺎﺕ ﺃﺧﺮﻯ ﺗ�ﻴﻊ ﻣﻨﺘﺠﺎﺕ ﻣﻤﺎ�ﻠﺔ؟‬
‫ﻛﻴﻒ ﺗﺒﺪﻭ ﺍﺳﺘ�ﺍ�ﻴﺠﻴﺎﺕ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺨﺎﺻﺔ ﺑﺎﻟﻤﻨﺎﻓﺴﻴﻦ؟‬

‫ﺃﻳﻀﺎ ﺍﻟﻨﻈﺮ ﺇﻟﻰ ﺍﻟﻤﻨﺎﺥ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻟﺤﺎﻟﻲ‬

‫ﻓﻲ ﻫﺬﻩ ﺍﻟﺨﻄﻮﺓ‪ ،‬ﻣﻦ ﺍﻟﻤﻬﻢ ً‬
‫ﻭﻓﻬﻢ ﺗﺄ�ﻴﺮﻩ ﻋﻠﻰ ﻧﺸﺎﻃﻚ ﺍﻟﺘﺠﺎﺭﻱ‪ .‬ﺗﺄﻛﺪ ﻣﻦ ﻣ�ﺍﺟﻌﺔ ﺍﻻﺗﺠﺎﻫﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ‬
‫ﻓﻲ ﺍﻟﺴﻮﻕ ﺍﻟﺘﻲ ﺗﺤﻴﻂ ﺑﻤﻨﺘﺠﻚ ﺃﻭ ﺧﺪﻣﺘﻚ‪ ،‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﺍﻟﻤﺨﺎﻃﺮ ﻭﺍﻟﻔﺮﺹ‬
‫ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﻪ‪.‬‬

‫ﻭﺃﺧﻴ�ﺍ‪ ،‬ﻗﻢ �ﺈﺟ�ﺍﺀ ﻣ�ﺍﺟﻌﺔ ﻛﺎﻣﻠﺔ ﻟﻤﺎﻫﻴﺔ ﺍﻟﺘﻮﻗﻌﺎﺕ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ ﻟﻤﻨﺘﺠﻚ ﺃﻭ‬
‫ً‬
‫ﺍﺳﺘﻨﺎﺩﺍ ﺇﻟﻰ ﺣﺎﻟﺔ ﺍﻟﺴﻮﻕ‪ ،‬ﻳﻤﻜﻨﻚ ﺍﺧﺘﻴﺎﺭ ﺍﻻﺗﺠﺎﻩ ﺍﻟﺬﻱ‬
‫ً‬ ‫ﺧﺪﻣﺘﻚ ﻓﻲ ﺍﻟﺴﻮﻕ‪.‬‬
‫ﺳﺘﺴﻠﻜﻪ ﻓﻲ ﺣﻤﻼﺕ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﺃﻭ ﺣﺘﻰ ﻋﺪﻡ ﺍﻹﻋﻼﻥ ﻋﻦ ﺍﻟﻤﻨﺘﺞ ﺃﻭ‬
‫ﺗﻤﺎﻣﺎ ﺣﺘﻰ �ﺘﺤﺴﻦ ﺍﻟﻈ�ﻭﻑ‪ .‬ﻣﻦ ﺧﻼﻝ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻧﻈﺮﺓ ﻋﺎﻣﺔ ﻋﻦ‬ ‫ً‬ ‫ﺍﻟﺨﺪﻣﺔ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻑ‬ ‫ﺣﺎﻟﺔ ﺍﻟﺘﺴﻮ�ﻖ ﺍﻟﺨﺎﺻﺔ ﺑﻚ ﻣﺜﻞ ﺍﻟﻤﻠﻔﺎﺕ ﺍﻟﺸﺨﺼﻴﺔ ﻟﻠﺠﻤﻬﻮﺭ ُ‬
‫ﻭﻃ�ﻴﻌﺘﻬﻢ‪ ،‬ﻭﺍﻟﻤﻨﺎﺥ ﺍﻻﻗﺘﺼﺎﺩﻱ‪ ،‬ﻭﺍﻻﺗﺠﺎﻫﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ ﻭﺍﻟﻤﺨﺎﻃﺮ‪ ،‬ﻓﺄﻧﺖ‬
‫ﺗﻀﻴﻊ ﻧﻔﺴﻚ ﻓﻲ ﻣﻜﺎﻥ ﻣﺜﺎﻟﻲ ﻹﻧﺸﺎﺀ ﺍﺳﺘ�ﺍ�ﻴﺠﻴﺔ ﺇﻋﻼﻧﻴﺔ ﺗﻌﻜﺲ ﻫﺬﻩ‬
‫ﺍﻟﻌﻨﺎﺻﺮ ﻭﻳﺘﻢ ﻭﺿﻌﻬﺎ ﻟﺘﺤﻘﻴﻖ ﺍﻟﻨﺠﺎﺡ ﺑﻔﻌﺎﻟﻴﺔ‪.‬‬

‫ﺑﻌﺪ ﺍﻟﺘﻮﺻﻞ ﺇﻟﻰ ﺃﻥ ﻇ�ﻭﻑ ﺍﻟﺴﻮﻕ ﻣﻨﺎﺳﺒﺔ‪ ،‬ﻓﻘﺪ ﺣﺎﻥ ﺍﻟﻮﻗﺖ ﻟﻠﺒﺪﺀ ﻓﻲ‬
‫ﺇﻧﺸﺎﺀ ﺍﺳﺘ�ﺍ�ﻴﺠﻴﺘﻚ ﺍﻹﻋﻼﻧﻴﺔ‪:‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪10‬‬

 ‫ﻣﻔﺘﺎﺡ ﺗﺼﻤﻴﻢ ﺇﺳﺘ�ﺍ�ﻴﺠﻴﺔ ﺇﻋﻼﻧﻴﺔ ﺭﻗﻤﻴﺔ ﻓﻌﺎﻟﺔ ﻫﻮ ﺗﺤﺪﻳﺪ ﺃ�ﻦ ﺃﻧﺖ ﺍﻵﻥ ﻣﻦ‬
‫ﺣﺎﻟﻴﺎ ﻣﻦ ﺃﻧﺸﻄﺔ ﺗﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﺇﻟﻰ ﺃ�ﻦ ﺗ��ﺪ ﺃﻥ ﺗﺬﻫﺐ‪ .‬ﺍﻃﻠﺐ‬
‫ً‬ ‫ﺧﻼﻝ ﻣﺎ ﺗﻔﻌﻠﻪ‬
‫ﻣﻦ ﻓ��ﻘﻚ ﺇﻳﺠﺎﺩ ﺇﺟﺎﺑﺎﺕ ﻋﻠﻰ ﺑﻌﺾ ﺍﻷﺳﺌﻠﺔ ﺍﻟﻤﻬﻤﺔ ﻟﻮﺿﻊ ﻣﺨﻄﻂ ﻟﺤﻤﻠﺘﻚ‪.‬‬
‫ﻫﻨﺎﻙ ﻋﺪﺓ ﺃﺳﺌﻠﺔ ُﻣﻬﻤﺔ ﻳﺠﺐ ﺍﻹﺟﺎﺑﺔ ﻋﻠﻴﻬﺎ‪ ،‬ﻣﻦ ﺃﻫﻤﻬﺎ‪:‬‬
‫ﺣﺎﻟﻴﺎ ﻭﺗﺮﺗﺒﻂ ﺑﺎﻹﻋﻼﻧﺎﺕ‬
‫ً‬ ‫ﻣﺎ ﻫﻲ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺘﻲ ﻧﻘﻮﻡ ﺑﻬﺎ‬
‫ﺍﻟﺮﻗﻤﻴﺔ؟‬
‫ﻳﺴﺎﻋﺪﻙ ﻫﺬﺍ ﺍﻟﺴﺆﺍﻝ ﻓﻲ ﺗﺤﺪﻳﺪ ﺧﻂ ﺍﻷﺳﺎﺱ ﺍﻟﺨﺎﺹ ﺑﻚ‪ .‬ﺣﻴﺚ ﺃﻥ‬
‫ﺑﻌﺾ ﺍﻟﺸﺮﻛﺎﺕ ﻗﺎﻣﺖ ﺑﺎﻟﻔﻌﻞ ﺑﺤﻤﻼﺕ ﻭﺍﺳﻌﺔ ﺍﻟﻨﻄﺎﻕ ﻋﻠﻰ ﻣﺨﺘﻠﻒ‬
‫ﺍﻟﻘﻨﻮﺍﺕ ﻋﺒﺮ ﺍﻹ�ﺘﺮﻧﺖ‪ ،‬ﻓﻲ ﺣﻴﻦ ﻗﺪ ﻻ ﻳﻜﻮﻥ ﻟﺪﻯ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺸﺮﻛﺎﺕ‬
‫ﺍﻵﺧﺮﻯ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻷﻧﺸﻄﺔ ﺍﻹﻋﻼﻧﻴﺔ ﺃﻭ ﻟﻴﺲ ﺑﻌﺪ ﻋﻠﻰ ﺍﻷﻗﻞ‪.‬‬

‫ﻣﻦ ﻳﻘﻮﻡ ﺑﺘﺸﻐﻴﻞ ﻭﺇﺩﺍﺭﺓ ﺇﺳﺘ�ﺍ�ﻴﺠﻴﺔ ﺇﻋﻼﻧﺎ�ﻚ ﺍﻟﺮﻗﻤﻴﺔ؟ ﻭﻫﻞ �ﺘﻤﺎﺷﻰ‬

‫ﻣﻊ ﺇﺳﺘ�ﺍ�ﻴﺠﻴﺔ ﺍﻟﺘﺴﻮ�ﻖ ﻛﻜﻞ؟‬

‫ﻟﻘﺪ ﺣﺎﻥ ﺍﻟﻮﻗﺖ ﻟﺘﻌ�ﻴﻦ ﺧﻂ ﺍﻷﺳﺎﺱ ﺍﻷﻭﻟﻲ ﺍﻟﺨﺎﺹ ﺑﻚ ﺣﺘﻰ ﻳﻤﻜﻨﻚ‬

‫ﻗﻴﺎﺱ ﺃﺩﺍﺀ ﺣﻤﻼﺕ ﻣﺨﺘﻠﻔﺔ ﻋﻠﻰ ﻣﺪﺍﺭ ﺍﻟﻮﻗﺖ‪ .‬ﺣﺪﺩ ﻣﺆﺷ�ﺍﺕ ﺍﻷﺩﺍﺀ‬
‫ﺍﻟﺮﺋﻴﺴﻴﺔ )‪.(KPIs‬‬
‫ﻛﻴﻒ ﺗﻘﻴﺲ ﺍﻟﻨﺠﺎﺡ؟ ﻭﻣﺎ ﻫﻲ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻲ ﺗﺤﺘﺎﺝ ﺇﻟﻰ ﺗﺤﺴﻴﻦ؟‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪11‬‬

 ‫ﺗﺤﺪﻳﺪ ﺃﻫﺪﺍﻑ ﺣﻤﻼﺕ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‬
‫ﺣﺘﻰ �ﺘﻤﻜﻦ ﻣﻦ ﺗﺤﺪﻳﺪ ﺃﻫﺪﺍﻓﻚ ﺍﻹﻋﻼﻧﻴﺔ‪ ،‬ﻳﻠﺰﻣﻚ ﺍﻻﺗﻔﺎﻕ ﻋﻠﻰ ﺳﻴﺎﻕ ﻣﺤﺪﺩ‬
‫ﻣﻦ ﺍﻷﻫﺪﺍﻑ‪ ،‬ﺳﻮﺍﺀ ﻛﺎﻥ ��ﺎﺩﺓ ﻓﻲ ﺍﻟﻤ�ﻴﻌﺎﺕ ﺑﻤﻘﺪﺍﺭ ﻣﻌﻴﻦ‪ ،‬ﺃﻭ ��ﺎﺩﺓ ﺍﻟﻮﻋﻲ‬
‫ﺑﺎﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ‪ ،‬ﺃﻭ ﺍﻛﺘﺴﺎﺏ ﻓﺌﺔ ﺳﻜﺎﻧﻴﺔ ﺟﺪﻳﺪﺓ ﻓﻲ ﻗﺎﻋﺪﺓ ﻋﻤﻼﺋﻚ‪ ،‬ﺃﻭ‬
‫ﺃﻱ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﻫﺬﻩ ﺍﻷﻫﺪﺍﻑ ﻓﻲ ﺳﻴﺎﻕ ﻣﺤﺪﺩ‪ .‬ﺗﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ ﺑﻮﺿﻮﺡ‬
‫ﻋﻠﻰ ﺍﻟﻮ�ﻕ ﻣﻦ ﺍﻟﺒﺪﺍﻳﺔ ﻳﻌﺘﻤﺪ ﻋﻠﻴﻪ ﺗﺤﺪﻳﺪ ﻣﻘﺎ�ﻴﺲ ﺍﻟﻨﺠﺎﺡ ﺑﻌﺪ ﺫﻟﻚ‪.‬‬

‫ﻭﺑﻤﺠﺮﺩ ﺣﺼﻮﻟﻚ ﻋﻠﻰ ﻣﻘﺎ�ﻴﺲ ﺍﻟﻨﺠﺎﺡ ﺍﻟﺨﺎﺻﺔ ﺑﻚ‪ ،‬ﻳﻤﻜﻨﻚ ﺗﺤﺪﻳﺪ ﻣﺎ ﺍﻟﺬﻱ‬
‫ﻓﻌﺎﻝ ﻭﻣﺎ ﻫﻮ ﻏﻴﺮ ﺫﻟﻚ‪ .‬ﺇﺫﺍ ﻓﺸﻞ ﺇﻋﻼﻥ ﻣﺎ‪ ،‬ﻳﻤﻜﻦ ﺇﻋﺎﺩﺓ‬ ‫ﻳﻌﻤﻞ ﺑﺸﻜﻞ ّ‬
‫ﺍﻟﺘﻔﻜﻴﺮ ﻓﻲ ﺍﻻﺳﺘ�ﺍ�ﻴﺠﻴﺔ ﺍﻹﻋﻼﻧﻴﺔ ﻭﺇﺻﻼﺡ ﺍﻟﻌﻴﻮﺏ‪ ،‬ﻭﻳﻤﻜﻦ ﺗﺠﻨﺐ ﺑﻌﺾ‬
‫ﺍﻟﺠﻮﺍﻧﺐ ﺍﻟﺴﻠ�ﻴﺔ ﺃﻭ ﺗﻌﺪﻳﻠﻬﺎ ﻟﻠﺤﻤﻼﺕ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ‪ .‬ﺃﻣﺎ ﺇﺫﺍ ﻛﺎﻥ ﺍﻹﻋﻼﻥ‬
‫ﺟﻴﺪﺍ‪ ،‬ﻓﺴ�ﺘﻤﻜﻦ ﻣﻦ ﺗﺤﺪﻳﺪ ﺟﻮﺍﻧﺐ ﺍﻻﺳﺘ�ﺍ�ﻴﺠﻴﺔ ﺍﻟﺘﻲ ﺗﺮﺗﺒﻂ ﺑﻬﺬﺍ‬
‫ﺃﺩﺍﺀ ً‬
‫ﻳﺤﻘﻖ ً‬
‫ﺍﻟﻨﺠﺎﺡ ﺛﻢ �ﻨﻔﻴﺬﻫﺎ ﻓﻲ ﺣﻤﻼﺕ ﺃﺧﺮﻯ ﻟﺘﻌ��ﺰ ﺍﻟﻨﺠﺎﺡ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪12‬‬

 ‫ﻓﻲ ﺣﻤﻼﺕ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ‪ ،‬ﻳﻤﻜﻦ ﺑﺸﻜﻞ ﻋﺎﻡ ﺗﻠﺨﻴﺺ ﺃﻫﺪﺍﻑ ﺇﻋﻼﻧﺎ�ﻚ‬
‫ﻣﻦ ﺧﻼﻝ ﺃﺭﺑﻊ ﻓﺌﺎﺕ ﻣﺤﺪﺩﺓ‪:‬‬
‫ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻋﻤﻼﺀ ﺟﺪﺩ‪Acquisition-‬‬
‫ﺗﺤﺴﻴﻦ ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ‪Branding-‬‬
‫ﺭﻋﺎﻳﺔ ﺍﻟﻌﻤﻼﺀ ﺍﻟﺤﺎﻟ�ﻴﻦ‪Nurturing-‬‬
‫��ﺎﺩﺓ ﻭﻻﺀ ﺍﻟﻌﻤﻼﺀ‪Loyalty-‬‬

‫ﺍﻟﻬﺪﻑ ﺍﻷﻭﻝ‪ :‬ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻋﻤﻼﺀ ﺟﺪﺩ ‪Acquisition -‬‬

‫ﺑﻐﺾ ﺍﻟﻨﻈﺮ ﻋﻦ ﻧﻮﻉ ﺷﺮﻛﺘﻚ ﺳﻮﺍﺀ "‪ "B2B‬ﺃﻭ "‪ "B2C‬ﻓﺈﻥ ﺍﻟﻘﻴﺎﺱ ﺍﻟ�ﺍﺋﻊ‬
‫ﻟﻠﻨﺠﺎﺡ ﻳﻜﻮﻥ ﻣﻦ ﺧﻼﻝ ﺍﻛﺘﺴﺎﺏ ﺍﻟﻌﻤﻼﺀ‪ ،‬ﺃﻭ ��ﺎﺩﺓ ﺍﻟﻌﻤﻼﺀ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ‪.‬‬
‫ﻳﻤﻜﻨﻚ ﺑﺴﻬﻮﻟﺔ �ﺘﺒﻊ ﻣﻌﺪﻻﺕ ﺍﻟﺘﺤﻮ�ﻞ ﻹﻋﻼﻧﺎ�ﻚ ﻣﻦ ﺧﻼﻝ ﺃﻧﻮﺍﻉ ﻣﺨﺘﻠﻔﺔ‬
‫ﻣﻦ ﺍﻟﻘﻴﺎﺳﺎﺕ‪ .‬ﻟﻨﻠﻖ ﻧﻈﺮﺓ ﻋﻠﻰ ﻣﺜﺎﻝ ﻻﻛﺘﺴﺎﺏ ﺍﻟﻌﻤﻼﺀ ﻓﻲ ﺷﺮﻛﺔ‬
‫"‪ ،"B2B‬ﻣﺜﻞ ﺷﺮﻛﺔ ﺑﺮﻣﺠﻴﺎﺕ "‪ ."SaaS‬ﺑﺎﻟﻨﺴﺒﺔ ﺇﻟﻰ ﻫﺬﻩ ﺍﻟﻤﺆﺳﺴﺔ‪ُ ،‬ﻳﻌﺘﺒﺮ‬
‫ﻧﺎﺟﺤﺎ ﺇﺫﺍ ﻛﺎﻥ ﻳﺴﺎﻋﺪ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ ﻓﻲ ﺍﻛﺘﺴﺎﺏ ﻋﻤﻼﺀ‬ ‫ً‬ ‫ﺍﻹﻋﻼﻥ‬
‫ﻣﺤﺘﻤﻠﻴﻦ ﺟﺪﺩ‪ .‬ﻓﻲ ﺣﻴﻦ ﺃﻥ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﺘﻲ ﺗ�ﻴﻌﻬﺎ ﻟﻠﻤﺴﺘﻬﻠﻜﻴﻦ ﺗﺮﻯ‬
‫ﺇﻋﻼﻧﺎ�ﻬﺎ ﻓﻌﺎﻟﺔ ﺇﺫﺍ ﻛﺎﻧﺖ ﺗﺪﻓﻊ ﺍﻟﻤﺸﺘ��ﻦ ﺇﻟﻰ ﺍﻟﺸ�ﺍﺀ ﺃﻭ ﺍﻻﺷﺘ�ﺍﻙ ﻓﻲ‬
‫ﻣﻨﺘﺠﺎ�ﻬﺎ ﺃﻭ ﺧﺪﻣﺎ�ﻬﺎ‪ ،‬ﻣﺜﻞ ﺍﻟﻤﻼﺑﺲ ﺃﻭ ﺍﻻﺷﺘ�ﺍﻛﺎﺕ ﺍﻟﺸﻬ��ﺔ‪.‬‬

‫ﺍﻟﻬﺪﻑ ﺍﻟﺜﺎﻧﻲ‪ :‬ﺗﺤﺴﻴﻦ ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ ‪Branding -‬‬

‫ﻏﺎﻟﺒﺎ ﻣﺎ �ﺘﻜﻮﻥ ﻋﻼﻣﺘﻚ ﺍﻟﺘﺠﺎ��ﺔ ﻣﻦ‬
‫ﻓ��ﺪﺍ‪ً .‬‬
‫ً‬ ‫ﻋﻼﻣﺘﻚ ﺍﻟﺘﺠﺎ��ﺔ ﻫﻲ ﻣﺎ ﻳﺠﻌﻠﻚ‬
‫ﻧﻈ�ﺍ ﻷﻥ‬
‫ﺑﻌﺾ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﺃﺳﺎﻟﻴﺐ ﺍﻟﺘﻮﺍﺻﻞ‪ ،‬ﻭﺍﻟﺸﻜﻞ ﻭﺍﻟﻤﻈﻬﺮ‪ً .‬‬
‫ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﻣﻨﺘﺸﺮﺓ ﻓﻲ ﺟﻤﻴﻊ ﺃﻧﺤﺎﺀ ﺍﻹ�ﺘﺮﻧﺖ‪ ،‬ﻳﻤﻜﻦ ﺃﻥ �ﺆﺩﻱ ﺫﻟﻚ‬
‫ﺇﻟﻰ ﻛﺴﺮ ﻫﻮﻳﺔ ﻋﻼﻣﺘﻚ ﺍﻟﺘﺠﺎ��ﺔ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪13‬‬

 ‫ﻭﻓﻘﺎ ﻟﺸﺮﻛﺔ ‪ ،Marketing Land‬ﺗﺴ�ﺜﻤﺮ ﺍﻟﻤ��ﺪ ﻭﺍﻟﻤ��ﺪ ﻣﻦ ﺍﻟﺸﺮﻛﺎﺕ ﻓﻲ‬
‫ً‬
‫ﻣﺠﺎﻝ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ ﻣﻦ ﺃﺟﻞ ﺑﻨﺎﺀ ﺍﻟﻮﻋﻲ ﺑﺎﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ ﻣﻊ ﺟﻤﻬﻮﺭ‬
‫ﻭﺍﺳﻊ ‪ -‬ﻣﻊ ﺗﻜﺘﻼﺕ ﻛ�ﻴﺮﺓ ﻣﺜﻞ "‪ "Unilever‬ﻭ "‪"Procter & Gamble‬‬
‫ﺗﺨﺼﺺ ﺛﻠﺚ ﻣﻴ�ﺍﻧﻴﺘﻬﺎ ﺍﻹﻋﻼﻧﻴﺔ ﻟـ ﺣﻤﻼﺕ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‪.‬‬

‫ﺍﻟﻬﺪﻑ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺭﻋﺎﻳﺔ ﺍﻟﻌﻤﻼﺀ ﺍﻟﺤﺎﻟ�ﻴﻦ ‪Nurturing -‬‬

‫ﻟﻦ ﻳﺸﺘﺮﻱ ﻣﻨﺘﺠﻚ ﻛﻞ ﻣﻦ ﻳﺸﺎﻫﺪ ﺇﻋﻼﻧﻚ ﻋﻠﻰ ﺍﻟﻔﻮﺭ‪ ،‬ﻭﻟﻬﺬﺍ ﺍﻟﺴﺒﺐ ﺗﺤﺘﺎﺝ‬
‫ﺇﻟﻰ ﺭﻋﺎﻳﺔ ﻋﻤﻼﺋﻚ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﻃﻮﺍﻝ ﺭﺣﻠﺔ ﺍﻟﺸ�ﺍﺀ‪ .‬ﻭﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ‬
‫ﻃ��ﻘﺔ �ﺍﺋﻌﺔ ﻟﻠﻘﻴﺎﻡ ﺑﺬﻟﻚ‪ .‬ﻋﻤﻠﻴﺔ ﺭﻋﺎﻳﺔ ﺍﻟﻌﻤﻼﺀ �ﺘﻤﺤﻮﺭ ﺣﻮﻝ ﺑﻨﺎﺀ‬
‫ﺍﻟﻌﻼﻗﺎﺕ ﻣﻊ ﺍﻟﻌﻤﻼﺀ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﻗﺒﻞ ﺃﻥ ﻳﻜﻮﻧﻮﺍ ﻋﻠﻰ ﺍﺳﺘﻌﺪﺍﺩ ﻻﺗﻤﺎﻡ‬
‫ﺍﻟﺸ�ﺍﺀ‪" ،‬ﺟﻬﻮﺩ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ" ﻫﻲ ﻣﻔﻬﻮﻡ ﺟﺪﻳﺪ ﺇﻟﻰ ﺣﺪ ﻣﺎ ﻟﻠﻮﺻﻮﻝ‬
‫ﺇﻟﻰ ﻣﺴﺎﺣﺔ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺍﻹ�ﺘﺮﻧﺖ ‪ ،‬ﻭﻟﻜﻦ ﻣﻦ ﺍﻟﻤﻬﻢ ﺃﻥ �ﺘﺤﻜﻢ ﺍﻟﺸﺮﻛﺎﺕ‬
‫ﻓﻲ ﺟﺬﺏ ﺍﻟﻌﻤﻼﺀ ﻭﺍﻻﺳﺘﺤﻮﺍﺫ ﻋﻠﻰ ﻋﺎﺋﺪ ﺍﻻﺳ�ﺜﻤﺎﺭ‪.‬‬

‫ﺑﺎﺳﺘﺨﺪﺍﻡ ﺗﻘﻨﻴﺎﺕ ﻣﺜﻞ ﺃ�ﻤﺘﺔ ﺍﻟﺘﺴﻮ�ﻖ ﻭﺇﻋﺎﺩﺓ ﺍﻻﺳﺘﻬﺪﺍﻑ‪ ،‬ﻭﻫﻲ ﻋﻤﻠﻴﺔ‬

‫ﺍﺳﺘﻨﺎﺩﺍ ﺇﻟﻰ ﺳﻠﻮﻛﻴﺎ�ﻬﻢ ﺍﻟﺴﺎﺑﻘﺔ ﻋﺒﺮ ﺍﻹ�ﺘﺮﻧﺖ‬
‫ً‬ ‫ﺭﻗﻤﻴﺎ‬
‫ً‬ ‫ﺗﺴﺘﻬﺪﻑ ﺍﻟﻌﻤﻼﺀ‬
‫ﻭﺗﺎ��ﺦ ﺍﻟﺘﺼﻔﺢ‪ ،‬ﻳﻤﻜﻦ ﻟﺠﻬﺎﺕ ﺍﻟﺘﺴﻮ�ﻖ ﺍﻵﻥ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻹﻋﻼﻧﺎﺕ ﻟﺮﻋﺎﻳﺔ‬
‫ﺍﻟﻤﺸﺘ��ﻦ ﻋﺒﺮ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻭﻣﻮﺍﻗﻊ ﺍﻟﻮﻳﺐ ﺍﻟﺘﻲ ﻳ�ﻭﺭﻫﺎ‪.‬‬

‫ﺍﻟﻬﺪﻑ ﺍﻟ�ﺍﺑﻊ‪�� :‬ﺎﺩﺓ ﻭﻻﺀ ﺍﻟﻌﻤﻼﺀ ‪Loyalty -‬‬

‫ً‬
‫ﻋﻤﻴﻼ‪ ،‬ﻳﻤﻜﻨﻚ‬ ‫ﻻ ﻳﺠﺐ ﺃﻥ �ﺘﻮﻗﻒ ﺭﻋﺎﻳﺘﻚ ﺑﻤﺠﺮﺩ ﺃﻥ ﻳﺼﺒﺢ ﺷﺨﺺ ﻣﺎ‬
‫ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺮﻋﺎﻳﺔ ﻓﻲ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ ﻟﻠﺤﻔﺎﻅ ﻋﻠﻰ ﺍﻟﻌﻼﻗﺎﺕ ﻭﺧﻠﻖ‬
‫ﺍﻟﻮﻻﺀ ﻣﻊ ﺷﺨﺺ ﺃﺻﺒﺢ ﺑﺎﻟﻔﻌﻞ ﻣﻦ ﺍﻟﻌﻤﻼﺀ‪ .‬ﺑﺎﺳﺘﺨﺪﺍﻡ ﻧﻔﺲ ﺍﻟﺘﻘﻨﻴﺎﺕ‬
‫ﺍﺳﺘﻨﺎﺩﺍ ﺇﻟﻰ ﺳﻠﻮﻛﻴﺎ�ﻬﻢ‬
‫ً‬ ‫ﺳﺎﺑﻘﺎ‪ ،‬ﻳﻤﻜﻨﻚ ﺭﻋﺎﻳﺔ ﺍﻟﻌﻤﻼﺀ ﺍﻟﺤﺎﻟ�ﻴﻦ‬
‫ً‬ ‫ﺍﻟﻤﺬﻛﻮﺭﺓ‬
‫ﺃﻳﻀﺎ ﺍﻟﻌﻤﻞ ﻋﻠﻰ ��ﺎﺩﺓ‬
‫ﻟ��ﺎﺩﺓ ﺍﺣﺘﻤﺎﻟﻴﺔ ﺇﺟ�ﺍﺀ ﻋﻤﻠﻴﺔ ﺷ�ﺍﺀ ﻣﺘﻜ�ﺭﺓ‪ .‬ﻭﻳﻤﻜﻨﻚ ً‬
‫ﻭﻻﺀ ﺍﻟﻌﻤﻼﺀ ﺑﻤ�ﻭﺭ ﺍﻟﻮﻗﺖ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪14‬‬

 ‫ﻻ �ﻨﺲ ﺃﻧﻪ ﺣﺘﻰ ﻓﻲ ﺣﺎﻟﺔ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ‪ ،‬ﻳﺠﺐ ﺃﻥ ﺗﻔﻜﺮ ﻓﻲ ﺩﻭﺭﺓ ﺣﻴﺎﺓ‬
‫ﺍﻟﻌﻤﻴﻞ ﺑﺎﻟﻜﺎﻣﻞ‪ -‬ﻣﻦ ﺍﻻﺳﺘﺤﻮﺍﺫ ﻋﻠﻴﻪ‪ ،‬ﺇﻟﻰ ﺍﻟﺸ�ﺍﺀ ﻭﺣﺘﻰ ﺍﻟﻌﻮﺩﺓ ﻣﺮﺓ‬
‫ﺃﺧﺮﻯ ﻭﺩﻋﻮﺓ ﻏﻴﺮﻩ ﻟﻠﺸ�ﺍﺀ ﻣﻨﻚ‪.‬‬

‫ﺍﻟﻤﺴﺘﻬﺪﻑ‬
‫ﺗﺤﺪﻳﺪ ﺳﻤﺎﺕ ﺍﻟﺠﻤﻬﻮﺭ ُ‬
‫ﻭﺷﺨﺼﻴﺎﺕ ﺍﻟﻌﻤﻼﺀ‬
‫ﻋﻨﺪ ﺇﻧﺸﺎﺀ ﺇﺳﺘ�ﺍ�ﻴﺠﻴﺔ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ‪ ،‬ﻳﺠﺐ ﺃﻥ ﺗﻀﻊ ﻓﻲ ﺍﻋﺘﺒﺎﺭﻙ‪:‬‬
‫ﻓﻌﺎﻝ‬
‫"ﺍﻟﺠﻤﻬﻮﺭ" ‪ -‬ﻣﻦ ﺍﻟﺬﻱ �ﻨﺸﺊ ﺇﻋﻼﻧﺎ�ﻚ ﻟﻪ؟ ﺗﺤﺪﻳﺪ ﺍﻟﺠﻤﻬﻮﺭ ﺑﺸﻜﻞ ّ‬
‫ﻭﺷﺎﻣﻞ ﻳﻌﺘﻤﺪ ﻋﻠﻴﻪ ﻛﻞ ﺟﺎﻧﺐ ﻣﻦ ﺟﻮﺍﻧﺐ ﺇﻋﻼﻧﺎ�ﻚ ﺍﻟﺮﻗﻤﻴﺔ ﺑﻌﺪ ﺫﻟﻚ‪.‬‬

‫ﻛ�ﻴ�ﺍ ﻣﻦ ﺍﻟﺠﻤﺎﻫﻴﺮ ﻭﺑﺎﻟﺘﺎﻟﻲ ﺳﺘﺤﺘﺎﺝ‬

‫ً‬ ‫ﻋﺪﺩﺍ‬
‫ً‬ ‫ﺗﻤﺘﻠﻚ ﻣﻌﻈﻢ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺠﺎ��ﺔ‬
‫ﺇﻟﻰ ﺗﻄﻮ�ﺮ ﺷﺨﺼﻴﺎﺕ ﻣﻦ ﺃﺟﻞ ﺇﻧﺸﺎﺀ ﺇﻋﻼﻧﺎﺕ ﻓﻌﺎﻟﺔ ﻟﻬﺎ ﺻﺪﻯ ﻟﺪﻯ ﻛﻞ‬
‫ﺟﻤﻬﻮﺭ‪ .‬ﺍﻟﺸﺨﺼﻴﺔ‪ Persona-‬ﻫﻲ ﻭﺻﻒ ﺗﻔﺼﻴﻠﻲ ﻟﻠﺠﻤﻬﻮﺭ‪ ،‬ﻣﻊ ﺍﻟﺘﺮﻛﻴﺰ‬
‫ﻋﻠﻰ ﺳﻠﻮﻛﻬﻢ ﻭﺃﻫﺪﺍﻓﻬﻢ ﻭﻣﻬﺎ�ﺍ�ﻬﻢ ﻭﻣﻮﺍﻗﻔﻬﻢ ﺍﻟﻤﺨﺘﻠﻔﺔ‪ .‬ﻳﻤﺜﻞ ﺇﻧﺸﺎﺀ‬
‫ﺷﺨﺼﻴﺎﺕ ﻟﻠﻌﻤﻼﺀ ﺧﻄﻮﺓ ﺃﺳﺎﺳﻴﺔ ﻭﻫﺎﻣﺔ ﻟﺠﻤﻴﻊ ﺟﻬﻮﺩ ﺍﻟﺘﺴﻮ�ﻖ‪ ،‬ﻻ ﺳﻴﻤﺎ‬
‫ﻣﻊ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﺍﻟﻴﻮﻡ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪15‬‬

 ‫ﺑﻨﺎﺀ ﺷﺨﺼﻴﺎﺕ ﺍﻟﻌﻤﻼﺀ ‪Buyer Personas -‬‬
‫ﺣﺘﻰ �ﺘﻤﻜﻦ ﻣﻦ ﺇﻧﺸﺎﺀ ﺷﺨﺼﻴﺎﺕ ﺍﻟﻌﻤﻼﺀ‪ ،‬ﻳﺠﺐ ﻋﻠﻴﻚ ﺇﺟ�ﺍﺀ ﻣﻘﺎﺑﻼﺕ ﻣﻊ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻑ‪ ،‬ﻭﺃﻋﻀﺎﺀ ﻓ��ﻖ ﺍﻟﻤ�ﻴﻌﺎﺕ ﺍﻟﺨﺎﺹ ﺑﻚ‪.‬‬ ‫ﺍﻟﻌﻤﻼﺀ ﺍﻟﺤﺎﻟ�ﻴﻦ‪ ،‬ﻭﺍﻟﺠﻤﻬﻮﺭ ُ‬
‫ﻳﻤﻜﻨﻚ ﺃﻳﻀﺎ ﺇﺭﺳﺎﻝ ﺍﻻﺳﺘﻄﻼﻋﺎﺕ ﻭﺇﺟ�ﺍﺀ ﺍﻟﺒﺤﻮﺙ ﺍﻟﺨﺎﺻﺔ ﺑﻚ ﻣﻊ ﺟﻤﻬﻮﺭﻙ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻑ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﻣ��ﺪ ﻣﻦ ﺍﻟ�ﻴﺎﻧﺎﺕ‪ .‬ﻋﻨﺪ ﺍﻟﺘﻔﻜﻴﺮ ﻓﻲ ﺇﺳﺘ�ﺍ�ﻴﺠﻴﺔ‬
‫ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ‪ ،‬ﻓﻬﻨﺎﻙ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻷﺳﺌﻠﺔ ﺍﻟﺘﻲ ﺗﺤﺘﺎﺝ ﺇﻟﻰ ﺇﺟﺎﺑﺔ‪ .‬ﺭﻛﺰ ﻋﻠﻰ‬
‫ﺍﻟﻤﻮﺿﻮﻋﺎﺕ ﺍﻟﺘﺎﻟﻴﺔ ﻋﻨﺪ ﺇﻧﺸﺎﺀ ﻛﻞ ﺷﺨﺼﻴﺔ ﻣﻦ ﺷﺨﺼﻴﺎﺕ ﺍﻟﻌﻤﻼﺀ‪:‬‬

‫ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻷﺳﺎﺳﻴﺔ‪ :‬ﺑﻤﺎ ﻓﻲ ﺫﻟﻚ ﺍﻟﺘﻔﺎﺻﻴﻞ ﺍﻟﺪﻳﻤﻮﻏ�ﺍﻓﻴﺔ ﻣﺜﻞ ﺍﻟﺴﻦ‬

‫ﻭﺃﻳﻀﺎ ﺍﻟﺘﻔﺎﺻﻴﻞ ﺍﻷﺳﺎﺳﻴﺔ ﻣﺜﻞ ﺍﻟﻨﻮﻉ ﻭﺍﻟﺘﻔﻀﻴﻼﺕ‪.‬‬‫ً‬ ‫ﻭﻣﺤﻞ ﺍﻹﻗﺎﻣﺔ‪،‬‬

‫ﺍﻟﻤﺼﺪﺭ ﺍﻟﺮﺋﻴﺴﻲ ﻟﻠﻤﻌﻠﻮﻣﺎﺕ‪ :‬ﺃ�ﻦ �ﺒﺤﺚ ﻋﻤﻴﻠﻚ ﻗﺒﻞ ﺍ�ﺨﺎﺫ ﻗ�ﺍﺭ ﺍﻟﺸ�ﺍﺀ؟‬
‫ﻣﺎ ﻫﻲ ﺍﻟﻤﻮﺍﻗﻊ ﺃﻭ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺍﻟﺘﻲ ﻳﻠﺠﺄ ﺇﻟﻴﻬﺎ؟‬

‫ﺍﻟﻤﻔﻀﻠﺔ‪ :‬ﻣﺎ ﻫﻲ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻲ ﻳﻘﻀﻲ ﻋﻤﻴﻠﻚ ﻭﻗﺘﻪ‬‫ﻗﻨﻮﺍﺕ ﺍﻟﺘﻮﺍﺻﻞ ُ‬

‫ﻋﻠﻴﻬﺎ؟ ﻫﻞ ﻳﻔﻀﻞ ﺍﻟﺒ��ﺪ ﺍﻹﻟﻜﺘ�ﻭﻧﻲ ﺃﻡ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ؟‬

‫ﺍﻟﺘﺤﺪﻳﺎﺕ‪ :‬ﻣﺎ ﻫﻲ ﻧﻘﺎﻁ ﺍﻵﻟﻢ ﺃﻭ ﺍﻟﺘﺤﺪﻳﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ ﺍﻟﺘﻲ ﺗﻮﺍﺟﻪ ﺍﻟﻌﻤﻴﻞ‬

‫ﻭﺗﻮﺩ ُﻣﺴﺎﻋﺪﺗﻪ ﻓﻲ ﺣﻠﻬﺎ؟‬

‫ﻭﻳﻤﻜﻨﻚ‬
‫ﺍﻷﻫﺪﺍﻑ‪ :‬ﻣﺎ ﻫﻲ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﻲ ﻳﻄﻤﺢ ﻋﻤﻴﻠﻚ ﺇﻟﻰ ﺗﺤﻘﻴﻘﻬﺎ ُ‬
‫ﻣﺴﺎﻋﺪﺗﻪ ﻓﻲ ﺫﻟﻚ؟‬

‫ﺍﻟﻤﻔﻀﻞ‪ :‬ﻛﻴﻒ �ﺮﻏﺐ ﻋﻤﻴﻠﻚ ﻓﻲ ﺍﺳﺘﻬﻼﻙ ﺍﻟﻤﺤﺘﻮﻯ؟‬ ‫ﻧﻮﻉ ﺍﻟﻤﺤﺘﻮﻯ ُ‬

‫ﻫﻞ ﻳﺤﺐ ﺍﻟﻤﻘﺎﻻﺕ ﺍﻟﻤﻜﺘﻮﺑﺔ ﺃﻭ ﺍﻟﻜﺘﺐ؟ ﺃﻡ ﻳﻔﻀﻞ ﻣﺸﺎﻫﺪﺓ ﺍﻟﻔﻴﺪ�ﻮ؟‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪16‬‬

 ‫ﺑﻌﺪ ﺗﻌ�ﻴﻦ ﺷﺨﺼﻴﺎﺕ ﺍﻟﻌﻤﻼﺀ‪ -‬ﻷﻧﻪ ﻣﻦ ﺍﻟﻤﺤﺘﻤﻞ ﺃﻥ ﻳﻜﻮﻥ ﻟﺪﻳﻚ ﺍﻟﻌﺪﻳﺪ ﻣﻨﻬﺎ‪-‬‬
‫ﺑﻮﺿﻮﺡ‪ ،‬ﻳﻤﻜﻨﻚ ﺇﻧﺸﺎﺀ ﺍﺳﺘ�ﺍ�ﻴﺠﻴﺎﺕ ﺇﻋﻼﻧﻴﺔ ﻣﺘﻨﻮﻋﺔ ﻳﺘﻢ ﺗﻌ�ﻴﻨﻬﺎ ﻟﺘﻨﺎﺳﺐ ﻛﻞ‬
‫ﺷﺨﺼﻴﺔ ﻋﻠﻰ ﺣﺪﺓ ﻣﻤﺎ ﻳ��ﺪ ﺑﺸﻜﻞ ﻛ�ﻴﺮ ﻣﻦ ﻓﺮﺹ ﺍﻟﻨﺠﺎﺡ! ﺗﺄﻛﺪ ﻣﻦ ﺍﺧﺘﺒﺎﺭ‬
‫ﺷﺨﺼﻴﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻭﺍﻟﺘﺄﻛﺪ ﻣﻦ ﺟﺪﻭﺍﻫﺎ ﺑﻤ�ﻭﺭ ﺍﻟﻮﻗﺖ‪ .‬ﺳﻴﺆﺩﻱ ﺫﻟﻚ ﺇﻟﻰ‬
‫ﺗﻤﻜﻴﻨﻚ ﻣﻦ ﻣﻮﺍﺻﻠﺔ ﺍﻟﺘﺤﺴﻴﻦ‪.‬‬

‫ﺗﺤﺪﻳﺪ ﺍﻟﻤﻴ�ﺍﻧﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻋﻨﺪﻣﺎ ﺗﺒﺪﺃ ﻓﻲ ﺍﻻﺳﺘﻌﺪﺍﺩ ﻹﻃﻼﻕ ﺣﻤﻼﺕ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‪ ،‬ﻳﺠﺐ ﺃﻥ ﺗﻜﻮﻥ‬
‫ﺍﻟﻤﺨﺼﺼﺔ ﻟﻬﺬﺍ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺴﻮﻳﻘﻲ‪ ،‬ﻭﺑﺎﻟﺘﺎﻟﻲ ﺗﺨﺘﺎﺭ ﻧﻮﻉ‬ ‫ﻭﺍﺿﺤﺎ ﺑﺸﺄﻥ ﻣﻴ�ﺍﻧﻴﺘﻚ ُ‬
‫ً‬
‫ﺍﻹﻋﻼﻧﺎﺕ ﻭﺍﻟﻤﻨﺼﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ ﻟﻬﺬﻩ ﺍﻟﻤﻴ�ﺍﻧﻴﺔ‪ .‬ﺗﺤﺪﻳﺪ ﺍﻟﻤﻴ�ﺍﻧﻴﺔ ﻳﺸﻤﻞ ﺗﺤﺪﻳﺪ ﺍﻟﻤﻴ�ﺍﻧﻴﺔ‬
‫ﻭﺃﻳﻀﺎ ﺗﺤﺪﻳﺪ ﻣﻴ�ﺍﻧﻴﺔ ﻛﻞ ﺣﻤﻠﺔ ﻋﻠﻰ ﺣﺪﺓ‪.‬‬‫ﺍﻟﻜﻠﻴﺔ ﻟﻺﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﻛﻜﻞ‪ً ،‬‬

‫)ﺍﺳﺘﻨﺎﺩﺍ‬
‫ً‬ ‫ﻳﺠﺐ ﺃﻥ ﺗﻤﺜﻞ ﻣﻴ�ﺍﻧﻴﺘﻚ ﺍﻟﻤﺒﻠﻎ ﺍﻟﺬﻱ ﺗﺮﻏﺐ ﻓﻲ ﺇﻧﻔﺎﻗﻪ ﻛﻞ �ﻮﻡ ﺃﻭ ﺷﻬﺮ‬
‫ﺇﻟﻰ ﻧﻈﺎﻡ ﺍﻟﺪﻓﻊ ﺍﻷﺳﺎﺳﻲ ﻟﻺﻋﻼﻧﺎﺕ(‪ .‬ﻳﻤﻜﻨﻚ ﺍﺧﺘﻴﺎﺭ ﺗﺨﺼﻴﺺ ﻣﺒﻠﻎ ﻣﻌﻴﻦ ﻟﻜﻞ‬
‫ﺍﻋﺘﻤﺎﺩﺍ ﻋﻠﻰ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻲ ﺗﺨﺘﺎﺭﻫﺎ‪ .‬ﻳﻌﺘﻤﺪ ﺗﺨﺼﻴﺺ ﻣﻴ�ﺍﻧﻴﺘﻚ‬
‫ً‬ ‫ﻗﻨﺎﺓ ﺗﺴﻮﻳﻘﻴﺔ‬
‫ﺃﻳﻀﺎ ﻋﻠﻰ ﻧﻤﻮﺫﺝ ﺃﻭ ﺃﺳﻠﻮﺏ ﺍﻟﺘﺴﻌﻴﺮ ﻟﻜﻞ ﻗﻨﺎﺓ‪ ،‬ﻭﺍﻟﺘﻲ ﺳﻨﻨﺎﻗﺸﻬﺎ ﺑﻤ��ﺪ ﻣﻦ‬ ‫ً‬
‫ﻻﺣﻘﺎ ﻓﻲ ﻫﺬﺍ ﺍﻟﺪﻟﻴﻞ‪.‬‬‫ً‬ ‫ﺍﻟﺘﻔﺼﻴﻞ‬

‫ﺑﺪﺀﺍ ﻣﻦ ﻣﻴ�ﺍﻧﻴﺔ‬
‫ﻣﻦ ﺍﻟﻤﺮﺟﺢ ﺃﻥ ﻳﻜﻮﻥ ﻟﺪﻳﻚ ﻣﺴﺘﻮﻳﺎﺕ ﻣﺘﻌﺪﺩﺓ ﻣﻦ ﺍﻟﻤﻴ�ﺍﻧﻴﺎﺕ‪ً ،‬‬
‫ﻭﺍ�ﺘﻬﺎﺀ ﺑﺎﻟﻌﻤﻞ ﻓﻲ ﻛﻞ ﻗﻨﺎﺓ‬
‫ً‬ ‫ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ ﺍﻟﺸﺎﻣﻠﺔ ﺫﺍﺕ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻷﻋﻠﻰ‪،‬‬
‫ﻭﻛﻞ ﺣﻤﻠﺔ ﻋﻠﻰ ﻫﺬﻩ ﺍﻟﻘﻨﺎﺓ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪17‬‬

 ‫ﻧﻤﻮﺫﺝ ﺗﺨﻄﻴﻂ ﻟﺘﺤﺪﻳﺪ ﺍﻟﻤﻴ�ﺍﻧﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﺍﺳﺘﺨﺪﻡ ﻫﺬﺍ ﺍﻟﻨﻤﻮﺫﺝ ﻛﻄ��ﻘﺔ ﻟﻠﺒﺪﺀ ﻓﻲ ﺗﺨﻄﻴﻂ ﻣﻴ�ﺍﻧﻴﺔ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ‬
‫ﺑﻨﺎﺀ‬
‫ً‬ ‫ﺍﻟﺨﺎﺻﺔ ﺑﻚ‪ .‬ﺿﻊ ﻓﻲ ﺍﻋﺘﺒﺎﺭﻙ ﺃﻧﻚ ﻗﺪ ﺗﺤﺘﺎﺝ ﺇﻟﻰ ﺇﻛﻤﺎﻝ ﺃﻛﺜﺮ ﻣﻦ ﻧﻤﻮﺫﺝ‬
‫ﻋﻠﻰ ﻛﻴﻔﻴﺔ ﺗﻘﺴﻴﻢ ﻣﻴ�ﺍﻧﻴﺘﻚ ﺍﻹﻋﻼﻧﻴﺔ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪18‬‬

 ‫ﺃﻧﻮﺍﻉ ﺣﻤﻼﺕ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‬
‫‪ - PPC‬ﺇﻋﻼﻧﺎﺕ ﻣﺤﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ‬
‫ﻣﻦ ﺧﻼﻝ ﺍﻹﻋﻼﻧﺎﺕ ﻋﻠﻰ ﺃﺣﺪ ُﻣﺤﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﺑﻨﻈﺎﻡ ﺍﻟﺪﻓﻊ ﻣﻘﺎﺑﻞ ﺍﻟﻨﻘﺮ‪Pay"-‬‬
‫‪ ،"Per Click‬ﻳﺘﻢ ﻭﺿﻊ ﻋﻠﻰ ﺇﻋﻼﻧﻚ ﻋﻠﻰ ﺷﻜﻞ "�ﺘﻴﺠﺔ ﻣﻤﻮﻟﺔ‪Sponsored-‬‬
‫‪ "result‬ﺃﻋﻠﻰ ﺻﻔﺤﺔ ﺍﻟﻨﺘﺎﺋﺞ ﺃﻭ ﺟﺎﻧﺒﻬﺎ‪ ،‬ﻭﺗﺪﻓﻊ ﻣﻘﺎﺑﻞ ﻛﻞ ﻧﻘﺮﺓ ﻳﺘﻢ ﺗﻠﻘﻴﻬﺎ‪.‬‬
‫ﻳﻤﻜﻨﻚ ﺗﺨﺼﻴﺺ ﺇﻋﻼﻧﺎﺕ "‪ "PPC‬ﻟﺘﻈﻬﺮ ﻋﻨﺪ ﺇﺩﺧﺎﻝ ﻛﻠﻤﺎﺕ ﻣﻔﺘﺎﺣﻴﺔ ﻣﺤﺪﺩﺓ‪،‬‬
‫ﻭﺇﻧﺸﺎﺀ ﺇﻋﻼﻧﺎﺕ ﻋﺎﻟﻴﺔ ﺍﻻﺳﺘﻬﺪﺍﻑ‪ .‬ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﺆﺳﺴﺎﺕ‪ ،‬ﺗﻤﺜﻞ‬
‫ﻭﻓﻘﺎ ﻟﺘﻘ��ﺮ‬
‫ً‬ ‫ً‬
‫ﺭﺋﻴﺴﻴﺎ ﻣﻦ ﺍﻟﻨﻔﻘﺎﺕ ﺍﻹﻋﻼﻧﻴﺔ‪ .‬ﻓﻲ ﺍﻟﻮﺍﻗﻊ‪،‬‬ ‫ً‬
‫ﺟﺰﺀﺍ‬ ‫ﺇﻋﻼﻧﺎﺕ "‪"PPC‬‬
‫ﻣﻜﺘﺐ ﺍﻹﻋﻼﻥ ﺍﻟﺘﻔﺎﻋﻠﻲ‪ ،Advertising Bureau-‬ﻓﻲ ﻋﺎﻡ ‪ ،2014‬ﺑﻠﻐﺖ‬
‫ﺍﻹﻋﻼﻧﺎﺕ ﻋﻠﻰ ﻣﺤﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﺍﻟﺒﺤﺚ ‪ 9.1‬ﻣﻠﻴﺎﺭ ﺩﻭﻻﺭ ﺃﻣ��ﻜﻲ ﺃﻭ ‪ 39٪‬ﻣﻦ‬
‫ﺇﺟﻤﺎﻟﻲ ﺃﺭﺑﺎﺡ ﺇﻋﻼﻧﺎﺕ ﺍﻹ�ﺘﺮﻧﺖ‪.‬‬

‫�ﺘﺴﻢ ﺇﻋﻼﻧﺎﺕ "‪ "PPC‬ﺑﺎﻟﻤ�ﻭﻧﺔ ﻭﺍﻟﻮﺿﻮﺡ ﺍﻟﺘﺎﻡ‪ ،‬ﻭﺍﻷﻫﻢ ﻣﻦ ﺫﻟﻚ ﻓﻬﻲ ﻓﻌﺎﻟﺔ‬
‫ﺃﻳﻀﺎ ﺇﻋﻼﻧﺎﺕ ﺳﻴﺎﻗﻴﺔ ‪ -‬ﺃﻱ‬
‫ﻟﻠﻌﺪﻳﺪ ﻣﻦ ﺃﻧﻮﺍﻉ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ‪ .‬ﻭﻫﻲ ً‬
‫ﺇﻋﻼﻧﺎﺕ ﺗﻈﻬﺮ ﻋﻨﺪﻣﺎ �ﺒﺤﺚ ﺍﻟﺸﺨﺺ ﻋﻦ ﻛﻠﻤﺔ ﻣﻔﺘﺎﺣﻴﺔ ‪ Keyword -‬ﺃﻭ ﻣﺼﻄﻠﺢ‬
‫ﻣﻌﻴﻦ‪ .‬ﻋﻠﻰ ﺳ�ﻴﻞ ﺍﻟﻤﺜﺎﻝ‪ ،‬ﻳﻤﻜﻨﻚ ﻣﺸﺎﻫﺪﺓ ﺇﻋﻼﻧﺎﺕ "‪ "PPC‬ﺍﻟﺘﻲ ﺗﻈﻬﺮ ﻟﻠﻜﻠﻤﺔ‬
‫ﺍﻟﺮﺋﻴﺴﻴﺔ "‪ ."hosting‬ﻳﻤﻜﻨﻚ �ﺅﻳﺔ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﻤﻤﻮﻟﺔ ﻓﻲ ﺍﻷﻋﻠﻰ ﻣﻦ �ﺘﺎﺋﺞ‬
‫ﺑﺤﺚ ﻗﻮﻗﻞ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪19‬‬

 ‫‪- Keywords‬ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﻤﻔﺘﺎﺣﻴﺔ‬
‫ﻋﻨﺪ ﺇﻧﺸﺎﺀ ﺇﺳﺘ�ﺍ�ﻴﺠﻴﺔ ﻟﺤﻤﻼﺕ "‪ ،"PPC‬ﻳﺠﺐ ً‬
‫ﺃﻭﻻ ﺗﺤﺪﻳﺪ ﻛﻠﻤﺎ�ﻚ ﺍﻟﺮﺋﻴﺴﻴﺔ )ﺃﻱ ﻣﺎ‬
‫ﺗﺮﻏﺐ ﻓﻲ ﺗﺮﺗ�ﺒﻪ ﺑﺸﻜﻞ ﻋﺎﻟﻲ( ﺛﻢ ﺗﺤﺴﻴﻦ ﻭﺇﻧﺸﺎﺀ ﺍﻹﻋﻼﻧﺎﺕ ﺑﻤﺎ ﻳﺘﻨﺎﺳﺐ ﻣﻊ‬
‫ﻫﺬﻩ ﺍﻟﻜﻠﻤﺎﺕ‪ .‬ﻭﻫﺬﺍ ﻳﻌﻨﻲ ﺃﻧﻪ ﻋﻨﺪﻣﺎ �ﺒﺤﺚ ﺃﺣﺪ ﺍﻷﺷﺨﺎﺹ ﻋﻦ ﻫﺬﻩ ﺍﻟﻌﺒﺎ�ﺍﺕ‬
‫ﺃﻭ ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﻤﻔﺘﺎﺣﻴﺔ‪ ،‬ﻳﻜﻮﻥ ﻹﻋﻼﻧﻚ ﻓﺮﺻﺔ ﺃﻓﻀﻞ ﻓﻲ ﺍﻟﻈﻬﻮﺭ‪ .‬ﻳﺠﺐ ﺍﺧﺘﻴﺎﺭ‬
‫ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ ً‬
‫ﺑﻨﺎﺀﺍ ﻋﻠﻰ‪:‬‬
‫ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺠﺎ��ﺔ ﺫﺍﺕ ﺍﻟﺼﻠﺔ‬
‫ﻓﺮﺻﺔ ﺍﻟ��ﺎ�ﺍﺕ‬
‫ﻣﺪﻯ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‬
‫ﻟﻤﺴﺎﻋﺪﺗﻚ ﻓﻲ ﺗﺤﺪﻳﺪ ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ ﺍﻟﺘﻲ ﻳﺠﺐ ﻋﻠﻴﻚ ﺗﺤﺪﻳﺪﻫﺎ‪ ،‬ﺗﻮﻓﺮ‬
‫"‪ "Google Ads‬ﺃﺩﺍﺓ ﻟﺘﺨﻄﻴﻂ ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﻤﻔﺘﺎﺣﻴﺔ ‪Keyword Planner -‬‬
‫ﺑﻨﺎﺀﺍ ﻋﻠﻰ ﻋﻮﺍﻣﻞ ﻣﺨﺘﻠﻔﺔ ﺑﻬﺪﻑ ﺍﺧﺘﻴﺎﺭ ﺃﻓﻀﻞ ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﻤﻔﺘﺎﺣﻴﺔ‬‫ﻭﺗﺤﺪﻳﺪﻫﺎ ً‬
‫ﺃﻳﻀﺎ ﺟﺪﻭﻟﺔ ﺟﻠﺴﺔ ﻟﻠﻌﺼﻒ ﺍﻟﺬﻫﻨﻲ ﻟﻠﻜﻠﻤﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ ﻣﻊ‬ ‫ﺍﻟﻤﻤﻜﻨﺔ‪ .‬ﻳﻤﻜﻦ ً‬
‫ﻓ��ﻘﻚ ﻭﺃﺻﺤﺎﺏ ﺍﻟﻤﺼﻠﺤﺔ ﺍﻟﺮﺋﻴﺴ�ﻴﻦ ﻭﻗﻀﺎﺀ ﺑﻌﺾ ﺍﻟﻮﻗﺖ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﻗﺎﺋﻤﺔ‬
‫ﺍﻋﺘﻤﺎﺩﺍ ﻋﻠﻰ ﺃﻫﺪﺍﻓﻚ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻳﻤﻜﻦ ﺃﻥ ﻳﻜﻮﻥ‬
‫ً‬ ‫ﻣﺜﺎﻟﻴﺔ ﻣﻦ ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ‪.‬‬
‫ﻟﺪﻳﻚ ‪ 10‬ﺃﻭ ‪ 50‬ﺃﻭ ﺣﺘﻰ ﻣﺌﺎﺕ ﺍﻟﻜﻠﻤﺎﺕ‪.‬‬

‫ﺑﻌﺪ ﺍﺧﺘﻴﺎﺭ ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﻤﻔﺘﺎﺣﻴﺔ ﺍﻟﺮﺋﻴﺴﻴﺔ‪ ،‬ﺧﺼﺺ ﺑﻌﺾ ﺍﻟﻮﻗﺖ ﻟﻤﻌﺮﻓﺔ ﺍﻹﻋﻼﻧﺎﺕ‬
‫ﺍﻟﺘﻲ ﻳﻘﺪﻣﻬﺎ ﻣﻨﺎﻓﺴﻮﻙ‪ .‬ﻛﻠﻤﺎ �ﺍﺩ ﻋﺪﺩ ﺍﻹﻋﻼﻧﺎﺕ‪� ،‬ﺍﺩﺕ ﺻﻌﻮﺑﺔ ﺍﻻﺭﺗﻔﺎﻉ ﺃﻋﻠﻰ‬
‫�ﺘﺎﺋﺞ ﺍﻟﺒﺤﺚ‪ ،‬ﻭﻛﻠﻤﺎ ﺍﺣﺘﺠﺖ ﺇﻟﻰ ﺇﻧﻔﺎﻕ ﺍﻟﻤ��ﺪ ﻣﻦ ﺍﻟﺘﻜﻠﻔﺔ‪ .‬ﻫﻨﺎﻙ ﻧﻮﻋﺎﻥ‬
‫ﻣﺨﺘﻠﻔﺎﻥ ﻣﻦ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺘﻲ ﺗﻌﺮﺿﻬﺎ ﻗﻮﻗﻞ ﻓﻲ ﺻﻔﺤﺎﺕ ﺍﻟﻨﺘﺎﺋﺞ‪ :‬ﺇﻋﻼﻧﺎﺕ ‪PPC‬‬
‫ﺍﻟﻤﺴﺘﻨﺪﺓ ﺇﻟﻰ ﺍﻟﻨﺼﻮﺹ ﺍﻟﻤﺪﺭﺟﺔ ﻓﻲ �ﺘﺎﺋﺞ ﺍﻟﺒﺤﺚ ﻭ ﺇﻋﻼﻧﺎﺕ ﻗﺎﺋﻤﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ‬
‫ﺻﻮ�ﺍ ﻭﻣﻨﺘﺠﺎﺕ ﻓﺮﺩﻳﺔ ﻣﻦ‬‫ً‬ ‫ﺍﻟﻤﺤﺪﺩﺓ ﻣﻦ ‪ Google Shopping‬ﻭﺍﻟﺘﻲ ﺗﻌﺮﺽ‬
‫ﺟﻤﻴﻊ ﺃﻧﺤﺎﺀ ﺍﻟﻮﻳﺐ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪20‬‬

 ‫‪- Copywriting‬ﻛﺘﺎﺑﺔ ﺍﻹﻋﻼﻥ‬
‫ﺟﺬﺍﺑﺎ ﻭﻻﻓﺘً ﺎ؛ ﻣﻊ ﺍﻟﻮﺿﻊ ﻓﻲ ﺍﻻﻋﺘﺒﺎﺭ ﺃﻧﻪ ﻟﺪﻳﻚ‬
‫ً‬ ‫ﺍﻹﻋﻼﻥ ﺍﻟﻤﺜﺎﻟﻲ ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ‬
‫ﺣﺮﻓﺎ ﻟﻌﻨﻮﺍﻧﻚ‪ .‬ﻟﺬﻟﻚ ﻋﻠﻴﻚ ﺃﻥ ﺗﻘﻮﻝ ﺍﻟﻜﺜﻴﺮ‬
‫ﺣﺮﻓﺎ ﻓﻘﻂ ﻟﻮﺻﻒ ﺍﻹﻋﻼﻥ ﻭ ‪ً 25‬‬ ‫‪ً 70‬‬
‫ﺟﺪﺍ ﻭﻫﻮ ﻣﺎ ﻳﻤﺜﻞ ﺻﻌﻮﺑﺔ ﺣﻘﻴﻘﻴﺔ‪ .‬ﻋﻨﺪ ﻛﺘﺎﺑﺔ ﺍﻹﻋﻼﻥ‪،‬‬ ‫ﻓﻲ ﻣﺴﺎﺣﺔ ﺻﻐﻴﺮﺓ ً‬
‫ﺣﺎﻭﻝ ﺍﺳﺘﺨﺪﺍﻡ ﻟﻐﺔ ﻭﺍﺿﺤﺔ ﻭﺳﻬﻠﺔ ﺍﻟﻔﻬﻢ‪ ،‬ﻭﻳﻨﺒﻐﻰ ﺃﻥ ﺗﻜﻮﻥ ﺍﻟﻠﻐﺔ ﺗﻔﺎﻋﻠﻴﺔ‬
‫ﺃﻳﻀﺎ‪ .‬ﻳﺠﺐ ﺃﻥ �ﺮﻛﺰ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﻤﻔﺘﺎﺣﻴﺔ ﺍﻟﺮﺋﻴﺴﻴﺔ ﺍﻟﺘﻲ‬‫ﻭﻋﺎﻃﻔﻴﺔ ً‬
‫ﻭﺃﺧﻴ�ﺍ ﻻﺑﺪ ﺃﻥ ﻳﺤﺘﻮﻯ ﻋﻠﻰ ﻃﻠﺐ ﻣﺒﺎﺷﺮ ﻟﻠﻘﻴﺎﻡ ﺑﻔﻌﻞ‪Call To"-‬‬ ‫ً‬ ‫ﺗﺴﺘﻬﺪﻓﻬﺎ‪،‬‬
‫‪."Action‬‬

‫ﺍﻟﻤﺴﺘﺨﺪﻡ ﻣﻦ ﺃﻭﻝ ﻭﻫﻠﺔ‪ .‬ﻭﻫﻨﺎ ﻳﺄ�ﻲ ﺍﻟﺪﻭﺭ‬

‫ﻳﺠﺐ ﺃﻥ ﻳﻘﻮﻡ ﺍﻹﻋﻼﻥ ﺑﺠﺬﺏ ﺇ�ﺘﺒﺎﻩ ُ‬
‫ﺍﻟﻤﺼﻴﺮﻱ ﺍﻟﺬﻱ ﻳﻠﻌﺒﻪ ﺍﻟﻌﻨﻮﺍﻥ ﺍﻟﺮﺋﻴﺴﻲ ﻭﺍﻟﺬﻱ ﻻ ﺑﺪ ﺃﻥ ﻳﺴﺘﺨﺪﻡ ﻟﻐﺔ ﻗﻮﻳﺔ‬
‫ﻭﻣﺒﺎﺷﺮﺓ ﺗُ ﻤﻜﻨﻚ ﻣﻦ ﺍﻟﺘﻤﻴﺰ �ﻴﻦ ﺇﻋﻼﻧﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺍﻟﺬ�ﻦ �ﻮﺩﻭﻥ ﺍﻟﻈﻬﻮﺭ ﻓﻲ‬
‫ﻧﻔﺲ ﺍﻟﻤﻜﺎﻥ‪.‬‬

‫‪- Display Advertising‬ﺇﻋﻼﻧﺎﺕ ﺍﻟﻈﻬﻮﺭ‬

‫ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺼﻮ��ﺔ ﺃﻭ ﺇﻋﻼﻧﺎﺕ ﺍﻟﻈﻬﻮﺭ ﻫﻲ ﺇﻋﻼﻧﺎﺕ ﻣﺮﺋﻴﺔ ﻳﻤﻜﻦ ﻭﺿﻌﻬﺎ ﻋﻠﻰ‬
‫ﻣﺠﻤﻮﻋﺔ ﻣﺘﻨﻮﻋﺔ ﻣﻦ ﺍﻟﻮﺳﺎﺋﻂ ﻋﺒﺮ ﺍﻹ�ﺘﺮﻧﺖ‪ .‬ﺗﺄ�ﻲ ﻫﺬﻩ ﺍﻹﻋﻼﻧﺎﺕ ﺿﻤﻦ‬
‫ﻣﺠﻤﻮﻋﺔ ﻛ�ﻴﺮﺓ ﻣﻦ ﺍﻟﺘﻨﺴﻴﻘﺎﺕ ﻣﺜﻞ ﺍﻟﻨﺼﻮﺹ ﻭﺍﻟﺼﻮﺭ ﻭﺍﻟﻔﻴﺪ�ﻮ ﻭﺍﻟﻤ��ﺪ‪ .‬ﻳﻌﺪ‬
‫ﺟﺪﺍ ﻣﻦ ﻋﺎﻟﻢ ﺍﻹﻋﻼﻧﺎﺕ‬ ‫ﻛ�ﻴ�ﺍ ً‬
‫ً‬ ‫ﺟﺰﺀﺍ‬
‫ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺣﻤﻼﺕ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ ً‬
‫ﺍﻟﺮﻗﻤﻴﺔ‪ .‬ﺍﻟﺠﺰﺀ ﺍﻟﻤﺘﻤﻴﺰ ﺣﻮﻝ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺼﻮ��ﺔ ﻫﻮ �ﻨﻮﻋﻬﺎ ﺣﻴﺚ ﻳﻤﻜﻨﻚ‬
‫ﺗﻘ��ﺒﺎ ﻟﺘﻮﺻﻴﻞ ﺭﺳﺎﻟﺘﻚ ﺇﻟﻰ ﺟﻤﻬﻮﺭﻙ‪ .‬ﻛﻤﺎ‬‫ً‬ ‫ﺍﺳﺘﺨﺪﺍﻡ ﺃﻱ ﻧﻮﻉ ﻣﻦ ﺍﻟﻮﺳﺎﺋﻂ‬
‫ﻳﻤﻜﻨﻚ ﺍﺳﺘﻬﺪﺍﻑ ﺟﻤﻬﻮﺭﻙ ﻋﺒﺮ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻷﺟﻬﺰﺓ ﻭﺍﻟﻘﻨﻮﺍﺕ‪.‬‬

‫ﻳﻤﻜﻨﻚ ﺍﺧﺘﻴﺎﺭ ﻣﻮﺍﻗﻊ ﻭﻳﺐ ﻓﺮﺩﻳﺔ ﻟﻌﺮﺽ ﺇﻋﻼﻧﺎﺕ ﺍﻟﺒﺎﻧﺮ ﺍﻟﺨﺎﺻﺔ ﺑﻚ‪ ،‬ﺃﻭ ﻳﻤﻜﻨﻚ‬
‫ﺇﻧﺸﺎﺀ ﺇﻋﻼﻧﺎﺕ ﺍﻟﺒﺎﻧﺮ ﻛﺠﺰﺀ ﻣﻦ ﺣﻤﻠﺔ ﺇﻋﺎﺩﺓ ﺗﻮﺟﻴﻪ ﺃﻭ ﺣﺘﻰ ﻏﻴﺮ ﺫﻟﻚ‪ .‬ﻓﻲ ﻛﻞ‬
‫ﻣﻮﻗﻊ ﻋﻠﻰ ﺷﺒﻜﺔ ﺍﻹ�ﺘﺮﻧﺖ‪ ،‬ﻳﻤﻜﻦ ﻋﺮﺽ ﺇﻋﻼﻧﺎﺕ ﺍﻟﺒﺎﻧﺮ ﻓﻲ ﻣﺠﻤﻮﻋﺔ ﻣﺘﻨﻮﻋﺔ‬
‫ﺷﻴﻮﻋﺎ ﻫﻲ ﻓﻲ ﺍﻷﻋﻠﻰ ﻭﻋﻠﻰ ﺍﻟﺠﺎﻧﺐ ﺍﻷﻳﻤﻦ‬ ‫ً‬ ‫ﻣﻦ ﺍﻟﻤﻮﺍﺿﻊ ‪ -‬ﺃﻛﺜﺮ ﺍﻟﻤﻮﺍﺿﻊ‬
‫ﻣﻦ ﻣﻮﻗﻊ ﺍﻟﻮﻳﺐ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪21‬‬

 ‫ﻫﻨﺎﻙ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺃﻧﻮﺍﻉ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺼﻮ��ﺔ ﻋﻠﻰ ﺷﺒﻜﺔ ﺍﻹ�ﺘﺮﻧﺖ‪ .‬ﺳﻨﺘﻨﺎﻭﻝ‬
‫ﺷﻴﻮﻋﺎ ﻓﻲ ﺍﻟﺠﺰﺀ ﺍﻟﺘﺎﻟﻲ‪.‬‬
‫ً‬ ‫ﺍﻷﻧﻮﺍﻉ ﺍﻷﻛﺜﺮ‬
‫‪- Static Display Ads‬ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺜﺎﺑﺘﺔ‬
‫ﻭﻋﺎﺩﺓ ﻣﺎ ﺗﺴﺘﺨﺪﻡ ﻋﻠﻰ ﺷﻜﻞ ﺑﺎﻧﺮ‬
‫ً‬ ‫ﻳﻤﺜﻞ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻋﺼﺐ ﺇﻋﻼﻧﺎﺕ ﺍﻟﻈﻬﻮﺭ‪،‬‬
‫ﻳﺤﺘﻮﻱ ﻋﻠﻰ ﻧﺺ ﺇﻋﻼﻧﻲ ﻭﺷﻌﺎﺭ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ ﻭﻋﺒﺎﺭﺓ ﻭﺍﺿﺤﺔ ﺗﺤﺚ‬
‫ﺍﻟﻤﺴﺘﺨﺪﻡ ﻋﻠﻰ ﺍ�ﺨﺎﺫ ﺇﺟ�ﺍﺀ‪ .‬ﻻ ﻳﺤﺘﻮﻱ ﺍﻹﻋﻼﻥ ﺍﻟﺜﺎﺑﺖ ﻋﻠﻰ ﺃﻱ ﺣﺮﻛﺔ ﻭﻳﻌﻤﻞ‬
‫ﻣﻦ ﺧﻼﻝ ﻣﺠﻤﻮﻋﺔ ﻣﺘﻨﻮﻋﺔ ﻣﻦ ﺍﻟﻘﻨﻮﺍﺕ ﻭﺍﻷﺟﻬﺰﺓ‪ .‬ﻳﻌﺘﺒﺮ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ‬
‫ﺃﻳﻀﺎ ﺃﻗﻞ ﺗﻜﻠﻔﺔ ﻭﻟﺬﻟﻚ ﻓﻬﻮ ﺍﻷﻛﺜﺮ ﻗﺎﺑﻠﻴﺔ ﻟﻠﺘﻮﺳﻊ‪.‬‬ ‫ﺍﻹﻋﻼﻧﺎﺕ ً‬

‫ﺃﻟﻖ ﻧﻈﺮﺓ ﻋﻠﻰ ﺇﻋﻼﻥ ﺛﺎﺑﺖ ﻧﻤﻮﺫﺟﻲ ﻣﻦ ﺷﺮﻛﺔ ‪ .Curata‬ﻳﺘﻀﻤﻦ ﻫﺬﺍ ﺍﻹﻋﻼﻥ ﺷﻌﺎﺭ‬ ‫ِ‬
‫ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ‪ ،‬ﻭﻋﺒﺎﺭﺓ ﺍﻟﺤﺚ ﻋﻠﻰ ﺍ�ﺨﺎﺫ ﺇﺟ�ﺍﺀ ﻭﺍﺿﺤﺔ‪ ،‬ﻭﺻﻮﺭﺓ ﻋﻦ ﺍﻟﻌﺮﺽ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪22‬‬

 ‫ﻳﺠﺐ ﺃﻥ ﻳﺤﺘﻮﻱ ﺍﻹﻋﻼﻥ ﺍﻟﺜﺎﺑﺖ ﻋﻠﻰ ﻃﻠﺐ ﻭﺍﺿﺢ ﻭﻣﺜﺎﻟﻲ ﻟﻠﻘﻴﺎﻡ ﺑﻔﻌﻞ‪ .‬ﺃﻧﺖ‬
‫ﺗﺪﻓﻊ ﻣﺒﺎﻟﻎ ﻛ�ﻴﺮﺓ ﻓﻲ ﻫﺬﻩ ﺍﻹﻋﻼﻧﺎﺕ‪ ،‬ﻭﻟﺬﺍ ﻓﺄﻧﺖ ﺗ��ﺪ ﺍﻟﺘﺄﻛﺪ ﻣﻦ ﺃﻥ ﺍﻷﺷﺨﺎﺹ‬
‫ﺍﻟﺬ�ﻦ ﻳﻨﻘ�ﻭﻥ ﻋﻠﻰ ﺇﻋﻼﻧﻚ ﻳﻔﻌﻠﻮﻥ ﺑﺎﻟﻀﺒﻂ ﻣﺎ ﺗ��ﺪ ﻣﻨﻬﻢ ﺍﻟﻘﻴﺎﻡ ﺑﻪ‪ .‬ﺣﺎﻓﻆ ﻋﻠﻰ‬
‫ﺍﺧﺘﺼﺎﺭ ﻃﻠﺐ ﺍﻟﻘﻴﺎﻡ ﺑﻔﻌﻞ ﻭﺟﻌﻠﻪ ﻭﺍﺿﺢ ﻗﺪﺭ ﺍﻹﻣﻜﺎﻥ‪ .‬ﺑﻌﺾ ﺍﻷﻣﺜﻠﺔ ﺍﻟ�ﺍﺋﻌﺔ‬
‫"ﺍﺷﺘﺮ ﺍﻵﻥ" ﻭ "ﻣ��ﺪ ﻣﻦ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ" ﻭﻣﺎ‬
‫ِ‬ ‫ﻫﻲ "ﺍﻟﺘﻨ��ﻞ ﺍﻵﻥ" ﻭ "ﺗﺴﻮﻕ ﺍﻵﻥ" ﻭ‬
‫ﺇﻟﻰ ﺫﻟﻚ ﻭﻫﻠﻢ ﺟ�ﺍ‪.‬‬

‫ﺃﻳﻀﺎ ﻳﺠﺐ ﺃﻥ ﺗﻜﻮﻥ ﺻﻮﺭﺓ ﺍﻹﻋﻼﻥ ﻣﻨﺎﺳﺒﺔ ﻭﺗﻤﺜﻞ ﻣﺎ ﺗﻌﻠﻦ ﻋﻨﻪ ﺑﺸﻜﻞ ﻣﺒﺎﺷﺮ‪.‬‬ ‫ً‬
‫ﻭﻋﺎﺩﺓ ﻣﺎ ﺳﻴﺘﻮﺍﺟﺪ ﺇﻋﻼﻧﺎﺕ ﺃﺧﺮﻯ‬
‫ً‬ ‫ﻣﻮﺍﻗﻊ ﺍﻟﻮﻳﺐ ﻋﺎﺩﺓ ﻣﺎ ﺗﻜﻮﻥ ﻣﺰﻋﺠﺔ ﻟﻠﻐﺎﻳﺔ‬
‫ﺟﺬﺍﺑﺎ ﻟﻠﻌﻴﻦ‪،‬‬
‫ً‬ ‫ﺑﺠﺎﻧﺐ ﺇﻋﻼﻧﻚ؛ ﻟﺬﺍ ﺗﺄﻛﺪ ﻣﻦ ﺃﻥ ﺻﻮﺭﺗﻚ ﺗﺒ�ﺯ ﻣﻦ �ﻴﻦ ﺍﻟﺤﺸﺪ‪ .‬ﺍﺟﻌﻠﻪ‬
‫ﺻﻮ�ﺍ ﻭﺍﻗﻌﻴﺔ‪ .‬ﻳﻤﻜﻨﻚ ﺗﻀﻤﻴﻦ ﺇﺣﺴﺎﺱ ﺑﺎﻹﻟﺤﺎﺡ ﻣﻦ ﺧﻼﻝ ﺍﻟﻘﻮﻝ ﺇﻥ‬ ‫ً‬ ‫ﻭﺍﺳﺘﺨﺪﻡ‬
‫ﺇﻋﻼﻧﻚ ﺍﻟﺘ�ﻭﻳﺠﻲ "ﻳﻨﺘﻬﻲ ﺍﻟﻴﻮﻡ" ﺃﻭ ﺃﻥ ﻫﺬﻩ "ﺁﺧﺮ ﻓﺮﺻﺔ" ﻟﻠﻤﺸﺘﺮﻱ‪ .‬ﻣﻦ ﺍﻟﻤﺮﺟﺢ‬
‫ﺃﻥ ﻳﻨﻘﺮ ﺍﻟﻤﺴﺘﺨﺪﻣﻮﻥ ﻋﻠﻰ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺘﻲ �ﺘﻀﻤﻦ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻹﺳﻬﺎﺏ‪.‬‬

‫‪- Video Display Ads‬ﺇﻋﻼﻧﺎﺕ ﺍﻟﻔﻴﺪ�ﻮ‬

‫ﺗُ ﻤﻜﻨﻚ ﺇﻋﻼﻧﺎﺕ ﺍﻟﻔﻴﺪ�ﻮ ﻣﻦ ﺍﻻ�ﺘﻘﺎﻝ ﺑﺎﻋﻼﻧﻚ ﺍﻟﺜﺎﺑﺖ ﺇﻟﻰ ﻣﺴﺘﻮﻯ ﺁﺧﺮ ﻋﻦ ﻃ��ﻖ‬
‫ً‬
‫ﻭﺗﻔﺎﻋﻼ ﺑﺎﻟﻨﺴﺒﺔ ﺇﻟﻰ ﺍﻟﻤﺸﺎﻫﺪ‪.‬‬ ‫ﺇﺿﺎﻓﺔ ﻓﻴﺪ�ﻮ‪ ،‬ﻣﻤﺎ ﻳﺠﻌﻞ ﺇﻋﻼﻧﺎ�ﻚ ﺃﻛﺜﺮ ﺇ�ﺎﺭﺓ‬
‫ﺇﻋﻼﻧﺎﺕ ﺍﻟﻔﻴﺪ�ﻮ ﻣﺸﺎﺑﻬﺔ ﻟﻺﻋﺎﻧﺎﺕ ﺍﻟﺜﺎﺑﺘﺔ ﺣﻴﺚ ﺗﺤﺘﻮﻯ ﻋﺎﺩﺓ ﻋﻠﻰ ﺻﻮﺭﺓ ﺟﺬﺍﺑﺔ‬
‫ﻭﻋﻨﻮﺍﻥ ﻭﺷﻌﺎﺭ ﻟﻠﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ‪ .‬ﻟﻜﻦ ﺇﻋﻼﻧﺎﺕ ﺍﻟﻔﻴﺪ�ﻮ �ﺘﻤﻴﺰ ﺑﺄﻧﻬﺎ ﺗﺸﺘﻤﻞ ﻋﻠﻰ‬
‫ﻋﺎﺩﺓ ﻣﺎ ﻳﻜﻮﻥ ﻃﻠﺐ ﺍﻟﻘﻴﺎﻡ ﺑﻔﻌﻞ ﻹﻋﻼﻧﺎﺕ‬ ‫ً‬ ‫ﻓﻴﺪ�ﻮ‪ ،‬ﺑﺪ�ﻬﻲ‪ ،‬ﺃﻟﻴﺲ ﻛﺬﻟﻚ؟ ﻟﺬﻟﻚ‬
‫ﺍﻟﻔﻴﺪ�ﻮ ﻣﻦ ﻗ�ﻴﻞ "ﺷﺎﻫﺪ ﺍﻟﻔﻴﺪ�ﻮ" ﺃﻭ "ﺍﻛﺘﺸﻒ ﺍﻟﻔﻴﺪ�ﻮ" ﻭﻫﻜﺬﺍ‪.‬‬

‫ﻭﻭﻓﻘﺎ ﻟـ "‪com-‬‬
‫ً‬ ‫ﺗﺤﺘﻮﻱ ﺇﻋﻼﻧﺎﺕ ﺍﻟﻔﻴﺪ�ﻮ ﻋﻠﻰ ﻣﻌﺪﻻﺕ ﻣﺸﺎﺭﻛﺔ ﻋﺎﻟﻴﺔ ﻟﻠﻐﺎﻳﺔ‪.‬‬
‫ﻣﻠﻴﺎ�ﺍ ﻓﻲ �ﻮﻧﻴﻮ ‪،2013‬‬
‫ً‬ ‫‪ ،"Score‬ﺗﺠﺎﻭﺯﺕ ﻣ�ﺍﺕ ﻇﻬﻮﺭ ﺇﻋﻼﻧﺎﺕ ﺍﻟﻔﻴﺪ�ﻮ ‪20‬‬
‫ﻭﺑﻠﻐﺖ ﺇﻋﻼﻧﺎﺕ ﺍﻟﻔﻴﺪ�ﻮ ﻣﺎ ﻳﻘﺮﺏ ﻣﻦ ‪ 54٪‬ﻣﻦ ﺍﻟﺴﻜﺎﻥ ﺑﻤﻌﺪﻝ ‪ 121‬ﻣﺮﺓ‬
‫ﻭﻭﻓﻘﺎ ﻻﺳﺘﻄﻼﻉ "‪ "BrightRoll‬ﻷﺑ�ﺯ ﺍﻟﻤﺪﻳ��ﻦ ﺍﻟﺘﻨﻔﻴﺬ�ﻴﻦ ﻟﻺﻋﻼﻧﺎﺕ‪،‬‬
‫ً‬ ‫ﺷﻬ��ﺎ‪.‬‬
‫ً‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪23‬‬

 ‫ﻓﺈﻥ ‪ 91٪‬ﻣﻨﻬﻢ ﻳﻌﺘﻘﺪﻭﻥ ﺃﻥ ﺇﻋﻼﻧﺎﺕ ﺍﻟﻔﻴﺪ�ﻮ ﻋﻠﻰ ﺍﻹ�ﺘﺮﻧﺖ ﺃﻛﺜﺮ ﻓﻌﺎﻟﻴﺔ ﻣﻦ‬
‫ﺍﻹﻋﻼﻧﺎﺕ ﻋﻠﻰ ﺍﻟﺸﺒﻜﺔ ﺍﻹﻋﻼﻧﻴﺔ �ﻴﻨﻤﺎ ﻳﻌﺘﻘﺪ ‪ 75٪‬ﺃﻧﻬﺎ ﺃﻛﺜﺮ ﻓﺎﻋﻠﻴﺔ ﻣﻦ‬
‫ﺍﻟﺘﻠﻔ��ﻮﻥ‪ ،‬ﻭ ‪ 68٪‬ﻳﻌﺘﻘﺪﻭﻥ ﺃﻧﻬﺎ ﺃﻛﺜﺮ ﻓﻌﺎﻟﻴﺔ ﻣﻦ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪.‬‬
‫ﺃﻟﻖ ﻧﻈﺮﺓ ﻋﻠﻰ ﻣﺜﺎﻝ ﻹﻋﻼﻥ ﻓﻴﺪ�ﻮ ﻣﻦ "‪ ."Dior‬ﻳﺤﺘﻮﻱ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺍﻟﻔﻨﺎﻧﺔ‬ ‫ِ‬
‫"��ﻬﺎﻧﺎ" ﺍﻟﺬﻱ ﻳﻠﻔﺖ ﺍ�ﺘﺒﺎﻩ ﺍﻟﻤﺸﺎﻫﺪ ﻋﻠﻰ ﺍﻟﻔﻮﺭ ﺑﺴﺒﺐ ﺷﻬﺮﺗﻬﺎ ﺍﻟﻮﺍﺳﻌﺔ‪.‬‬
‫ﻳﺴﺘﺨﺪﻡ ﺇﻋﻼﻥ "‪ "Dior‬ﺻﻮﺭﺓ ﻻﻓﺘﺔ ﻟﻠﻨﻈﺮ ﻭﻳﺘﻀﻤﻦ ‪ CTA‬ﻟﻤﺸﺎﻫﺪﺓ ﺍﻟﻔﻴﺪ�ﻮ‪.‬‬

‫ﻓﻲ ﻣﺎ ﻳﻠﻲ ﻣﺜﺎﻝ ﺁﺧﺮ ﻹﻋﻼﻥ ﻓﻴﺪ�ﻮ ﻣﻦ ﺳﻠﺴﻠﺔ ﻓﻴﺪ�ﻮ ﻟـ‪: CNN‬‬

‫ﻣﻦ ﺃﻫﻢ ﺍﻟﺨﻄﻮﺍﺕ ﻓﻲ ﺇﻧﺸﺎﺀ ﺇﻋﻼﻥ ﻓﻴﺪ�ﻮ ﻫﻲ ﺗﺤﺪﻳﺪ ﺟﻤﻬﻮﺭﻙ ﻗﺒﻞ ﺇﻧﺸﺎﺀ‬
‫ً‬
‫ﻓﺒﺪﻻ ﻣﻦ ﺇﻧﺸﺎﺀ ﻣﻘﻄﻊ ﻓﻴﺪ�ﻮ ﻭﺍﺣﺪ ﻳﻐﻄﻲ ﺟﻤﻴﻊ ﺇﻋﻼﻧﺎ�ﻚ‪ ،‬ﺗﺄﻛﺪ ﻣﻦ‬ ‫ﺍﻟﻔﻴﺪ�ﻮ‪،‬‬
‫ﺇﻧﺸﺎﺀ ﻣﻘﺎﻃﻊ ﻓﻴﺪ�ﻮ �ﺘﺤﺪﺙ ﺇﻟﻰ ﺍﻟﺠﻤﻬﻮﺭ ﺍﻟﻤﺴﺘﻬﺪﻑ ﺍﻟﺬﻱ ﺗﻀﻌﻪ ﻓﻲ‬
‫ﺍﻋﺘﺒﺎﺭﻙ ﺑﺸﻜﻞ ﺃﺳﺎﺳﻲ‪ .‬ﻗﺪ ﻻ ﻳﺘﻨﺎﺳﺐ ﺍﻟﻔﻴﺪ�ﻮ ﻣﻊ ﻛﻞ ﺷ�ﺍﺋﺢ ﺟﻤﻬﻮﺭﻙ‬
‫ﺃﻳﻀﺎ ﺃﻥ ﻳﻜﻮﻥ ﺍﻟﻔﻴﺪ�ﻮ ﺻ��ﺢ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻑ ﻭﺷﺨﺼﻴﺎﺕ ﻋﻤﻼﺋﻚ‪ .‬ﻣﻦ ﺍﻟﻤﺤﺒﺬ ً‬ ‫ُ‬
‫ﻭﻣﺒﺎﺷﺮ‪ ،‬ﺍﻟﺨﻤﺲ ﺛﻮﺍﻥ ﺍﻷﻭﻟﻰ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺗﺤﺪﻳﺪ ﻣﺪﻯ‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪24‬‬

 ‫ﻧﺠﺎﺡ ﺍﻟﻔﻴﺪ�ﻮ ﺍﻟﺨﺎﺹ ﺑﻚ‪ .‬ﺿﻊ ﺭﺳﺎﻟﺘﻚ ﺍﻟﺮﺋﻴﺴﻴﺔ ﻭﺣﺘﻰ ﻋﺒﺎ�ﺍﺕ ﺍﻟﺤﺚ ﻋﻠﻰ ﺍ�ﺨﺎﺫ‬
‫ﺇﺟ�ﺍﺀ ﻓﻲ ﺑﺪﺍﻳﺔ ﺍﻟﻔﻴﺪ�ﻮ ﺣﺘﻰ �ﺘﻤﻜﻦ ﻣﻦ ﺿﻤﺎﻥ ﺣﺼﻮﻝ ﺍﻷﺷﺨﺎﺹ ﻋﻠﻰ ﻫﺬﻩ‬
‫ﻓﻌﻠﻴﺎ‪ ،‬ﺣﺘﻰ ﺇﺫﺍ ﻟﻢ ﻳﺸﺎﻫﺪﻭﺍ ﺣﺘﻰ ﺍﻟﻨﻬﺎﻳﺔ‪.‬‬
‫ً‬ ‫ﺍﻟﺮﺳﺎﻟﺔ‬

‫‪- Popup Ads‬ﺇﻋﻼﻧﺎﺕ ﺍﻟﻨﻮﺍﻓﺬ ﺍﻟﻤﻨﺒﺜﻘﺔ‬

‫ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﻤﻨﺒﺜﻘﺔ ﻣﺜﻴﺮﺓ ﻟﻠﺠﺪﻝ‪ ،‬ﻭﻫﺬﺍ ﻓﻲ ﺍﻷﺳﺎﺱ ﻷﻧﻪ ﻳﻤﻜﻦ ﺃﻥ ﺗﻜﻮﻥ‬
‫ﺟﺪﺍ ﺇﺫﺍ ﻗﻤﺖ ﺑﻪ ﺑﺸﻜﻞ ﻏﻴﺮ ﺻﺤﻴﺢ‪ .‬ﻣﺮﺓ ﺃﺧﺮﻯ ﻋﻨﺪﻣﺎ ﺑﺪﺃﺕ ﺍﻹﻋﻼﻧﺎﺕ‬ ‫ﻣﺰﻋﺠﺔ ً‬
‫ﻧﻈ�ﺍ ﻟﻈﻬﻮﺭ‬
‫ﺍﻟﻤﻨﺒﺜﻘﺔ ﻓﻲ ﻋﺎﻡ ‪ ،2004‬ﻛﺎﻧﺖ ﺗﻔﺘﺢ ﻓﻲ ﻧﺎﻓﺬﺓ ﺟﺪﻳﺪﺓ‪ .‬ﻭﻣﻊ ﺫﻟﻚ‪ً ،‬‬
‫ﻃﺮﻗﺎ ﺟﺪﻳﺪﺓ ﻭﻣﺒﺘﻜﺮﺓ‬
‫ً‬ ‫ﺃﺩﻭﺍﺕ ﺣﻈﺮ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﻤﻨﺒﺜﻘﺔ‪ ،‬ﻭﺟﺪ ﺍﻟﻤﻌﻠﻨﻮﻥ‬
‫ﻻﺳﺘﺨﺪﺍﻡ ﺍﻟﻨﻮﺍﻓﺬ ﺍﻟﻤﻨﺒﺜﻘﺔ ﻓﻲ ﺇﻋﻼﻧﺎ�ﻬﻢ‪.‬‬

‫ﺍﻟﻴﻮﻡ ‪ ،‬ﺗﻈﻬﺮ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﻤﻨﺒﺜﻘﺔ ﺑﺸﻜﻞ ﺭﺋﻴﺴﻲ ﻋﻠﻰ ﻧﺎﻓﺬﺓ ﺩﺍﺧﻞ ﻧﻔﺲ‬
‫ﺍﻟﺼﻔﺤﺔ‪ ،‬ﺃﺣﻴﺎﻧً ﺎ ﺗﻈﻬﺮ ﻫﺬﻩ ﺍﻹﻋﻼﻧﺎﺕ ﻋﻠﻰ ﺍﻟﻔﻮﺭ‪ ،‬ﻭﺃﺣﻴﺎﻧً ﺎ ﻳﺘﻢ ﺗﺄﺧﻴﺮﻫﺎ‪ ،‬ﻭﻓﻲ‬
‫ﺑﻌﺾ ﺍﻷﺣﻴﺎﻥ ﻳﺘﻌﻴﻦ ﻋﻠﻴﻚ �ﻨﻔﻴﺬ ﺇﺟ�ﺍﺀ ﻣﻌﻴﻦ ﻟﻠﻌﻮﺩﺓ ﺇﻟﻰ ﺍﺳﺘﻜﻤﺎﻝ ﻗ�ﺍﺀﺓ‬
‫ﺍﻟﻤﺤﺘﻮﻯ‪ .‬ﻋﻨﺪ ﺍﻟﺘﻔﻜﻴﺮ ﻓﻲ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﻤﻨﺒﺜﻘﺔ‪ ،‬ﻓﺈﻥ ﻫﺬﻩ ﺍﻷﻧﻮﺍﻉ ﻫﻲ ﺍﻷﻛﺜﺮ‬
‫ﺷﻴﻮﻋﺎ‪:‬‬
‫ً‬

‫ﺍﻟﻤﺴﺘﻨﺪﺓ ﺇﻟﻰ ﺍﻟﻮﻗﺖ‪ :"Time-Based"-‬ﻳﻌﺮﺽ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻟﻨﻮﺍﻓﺬ ﺍﻟﻤﻨﺒﺜﻘﺔ‬ ‫ُ‬

‫ﺇﻋﻼﻧﻚ ﺑﻌﺪ ﺃﻥ ﻳﻘﻀﻲ ﺍﻟ�ﺍﺋﺮ ﻭﻗﺘً ﺎ ﻣﻌﻴﻨً ﺎ ﻓﻲ ﻣﻮﻗﻌﻚ ﻋﻠﻰ ﺍﻟﻮﻳﺐ‪ .‬ﻫﺬﻩ ﺍﻷﻣﻮﺭ‬
‫ﺟﻴﺪﺍ ﻷﻥ ﺍﻟﺸﺨﺺ ﺍﻟﺬﻱ ﻳﺘﻮﺍﺟﺪ ﻋﻠﻰ ﻣﻮﻗﻌﻚ ﻋﻠﻰ ﺍﻟﻮﻳﺐ ﻟﻔﺘﺮﺓ ﺯﻣﻨﻴﺔ‬ ‫ﺗﻌﻤﻞ ً‬
‫ً‬
‫ﺗﻔﺎﻋﻼ‪.‬‬ ‫ﻣﻌﻴﻨﺔ ﻣﻦ ﺍﻟﻤﺤﺘﻤﻞ ﺃﻥ ﻳﻜﻮﻥ ﺃﻛﺜﺮ‬

‫ﺍﻟﺘﻨﻘﻞ‪ :"Scroll"-‬ﻳﻌﺮﺽ ﺍﻋﻼﻧﻚ ﺑﻌﺪ ﺍ�ﺘﻘﺎﻝ ﺍﻟ�ﺍﺋﺮ ﺇﻟﻰ ﻣﻜﺎﻥ ﻣﻌﻴﻦ ﻋﻠﻰ ﻣﻮﻗﻊ‬
‫ﺍﻟﻮﻳﺐ ﺍﻟﺨﺎﺹ ﺑﻚ‪ .‬ﻓﻴﻤﺎ ﻳﻠﻲ ﻣﺜﺎﻝ ﻋﻠﻰ ﺫﻟﻚ‪:‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪25‬‬

 ‫ﻭﻟﻜﻦ ﻗﺒﻞ ﺃﻥ ﺗُ ﻔﻜﺮ ﻓﻲ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻨﻮﺍﻓﺬ ﺍﻟﻤﻨﺒﺜﻘﺔ‪ ،‬ﻳﺠﺐ ﻋﻠﻴﻚ ﺍﻹﻃﻼﻉ‬
‫ﻋﻠﻰ ﻫﺬﻩ ﺍﻷﺭﻗﺎﻡ‬

‫‪ 70٪‬ﻣﻦ ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ ﻳﻘﻮﻟﻮﻥ ﺇﻧﻬﻢ ﻣﻨﺰﻋﺠﻮﻥ ﻣﻦ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﻤﻨﺒﺜﻘﺔ‬

‫ﻏﻴﺮ ﺍﻟﻤﻼﺋﻤﺔ‬
‫ﺍﻟﻨﻮﺍﻓﺬ ﺍﻟﻤﻨﺒﺜﻘﺔ ﻫﻲ ﺍﻟﺴﺒﺐ ﺍﻷﻭﻝ ﺍﻟﺬﻱ ﻳﺪﻓﻊ ﺍﻷﺷﺨﺎﺹ ﻟﺤﻈﺮ ﻣﻮﻗﻊ‬
‫ﻣﻄﻠﻘﺎ ﺇﻟﻰ ﻣﻮﻗﻌﻚ‬
‫ً‬ ‫ﻭﻳﺐ ﺃﻭ ﻋﺪﻡ ﺍﻟﻌﻮﺩﺓ‬
‫ﻳﻤﻜﻦ ﺃﻥ ﺗﺆﺩﻱ ﺍﻟﻨﻮﺍﻓﺬ ﺍﻟﻤﻨﺒﺜﻘﺔ ﺇﻟﻰ ﻣﻀﺎﻋﻔﺔ ﻧﺴﺐ ﺍﻻﺷﺘ�ﺍﻙ ﻭﻣﻌﺪﻝ‬
‫ﺍﻟﺘﺤﻮ�ﻞ‬
‫�ﺍﺩﺕ ﻣ�ﻴﻌﺎﺕ ‪ Enterpreneur.com‬ﺑﻨﺴﺒﺔ ‪ 162٪‬ﺑﻔﻀﻞ ﺍﻟﻨﻮﺍﻓﺬ‬
‫ﺍﻟﻤﻨﺒﺜﻘﺔ‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪26‬‬

 ‫‪- Mobile Ads‬ﺇﻋﻼﻧﺎﺕ ﺍﻟﺠﻮﺍﻝ‬
‫ﻣﻨﺬ ﺇﺩﺧﺎﻝ ﺟﻬﺎﺯ ‪ iPhone‬ﻓﻲ ﻋﺎﻡ ‪ ،2007‬ﺍﺣﺘﻠﺖ ﺍﻷﺟﻬﺰﺓ ﺍﻟﻤﺤﻤﻮﻟﺔ ﺟﻤﻴﻊ‬
‫ﻃﺮﻗﺎ ﻣﺨﺘﻠﻔﺔ ﻟﻺﻋﻼﻥ‬ ‫ً‬ ‫ﺟﻮﺍﻧﺐ ﺣﻴﺎ�ﻨﺎ ﻭﺑﺎﻟﺘﺎﻟﻲ ﻓﻘﺪ ﺍﺑﺘﻜﺮ ﺍﻟﻤﺴﻮﻗﻮﻥ‬
‫ﻟﻤﺴﺘﺨﺪﻣﻲ ﺍﻷﺟﻬﺰﺓ ﺍﻟﻤﺤﻤﻮﻟﺔ‪ ،‬ﺳﻮﺍﺀ ﺩﺍﺧﻞ ﺍﻟﺘﻄ�ﻴﻖ ﺃﻭ ﻋﻠﻰ ﺍﻟﻮﻳﺐ‪ .‬ﻓﻲ‬
‫ﺍﻟﺠﻮﺍﻝ ﺑﺸﻜﻞ ﺃﺳ�ﻉ ﻣﻦ ﺃﻱ ﻣﺴﺎﺣﺔ ﺇﻋﻼﻧﻴﺔ ﺃﺧﺮﻯ‪.‬‬‫ّ‬ ‫ﺍﻟﻮﺍﻗﻊ‪ ،‬ﻳﻨﻤﻮ ﺍﻹﻋﻼﻥ ﻋﻠﻰ‬
‫ﻟﻠﺠﻮﺍﻝ ﻓﻲ‬
‫ّ‬ ‫ﺗﺸﻴﺮ ﺍﻟ�ﻴﺎﻧﺎﺕ ﻣﻦ "‪ "BI Intelligence‬ﺇﻟﻰ ﺃﻥ ﺍﻹﻧﻔﺎﻕ ﺍﻹﻋﻼﻧﻲ‬
‫ﺍﻟﻮﻻﻳﺎﺕ ﺍﻟﻤﺘﺤﺪﺓ ﺳ�ﺒﻠﻎ ‪ 42‬ﻣﻠﻴﺎﺭ ﺩﻭﻻﺭ ﺃﻣ��ﻜﻲ ﻋﺎﻡ ‪.2018‬‬

‫ﻳﻤﻜﻦ ﻋﺮﺽ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺃﻧﻮﺍﻉ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﻤﻮﺿﺤﺔ ﻓﻲ ﺍﻟﺼﻔﺤﺎﺕ ﺍﻟﺴﺎﺑﻘﺔ ﻋﻠﻰ‬

‫ً‬
‫ﺑﺴﻴﻄﺎ ﻳﺴﺎﻋﺪﻙ ﻋﻠﻰ ﻛﺴﺮ ﺇﻋﻼﻧﺎﺕ ﺍﻟﺠﻮﺍﻝ‪:‬‬ ‫ً‬
‫ﻣﺨﻄﻄﺎ‬ ‫ﺍﻟﺠﻮﺍﻝ‪ .‬ﻭﻟﻜﻦ ﺇﻟﻴﻚ‬
‫ّ‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪27‬‬

 ‫‪- Social Media Advertising‬ﺇﻋﻼﻧﺎﺕ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‬
‫ﺍﻹﻋﻼﻧﺎﺕ ﺗﻌﻤﻞ ﺑﺸﻜﻞ ﺃﻓﻀﻞ ﻋﻨﺪﻣﺎ ﺗﻜﻮﻥ ﻓﻲ ﺍﻷﻣﺎﻛﻦ ﺍﻟﺘﻲ ﻳﺘﻮﺍﺟﺪ ﻓﻴﻬﺎ‬
‫ﺍﻟﻌﻤﻼﺀ ﺑﺎﻟﻔﻌﻞ‪ .‬ﻳﻘﻀﻲ ﺍﻟﻤﺸﺘ�ﻭﻥ ﺑﻌﺾ ﺍﻟﻮﻗﺖ ﻋﻠﻰ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪،‬‬
‫ﻭﻣﻦ ﺧﻼﻝ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﻫﺬﻩ ﺍﻟﻘﻨﻮﺍﺕ ﺑﻄ��ﻘﺔ ﺟﺬﺍﺑﺔ ﻭﻣﻼﺋﻤﺔ‪ ،‬ﻳﻤﻜﻨﻚ‬
‫ﺍﻻﺳﺘﻤ�ﺍﺭ ﻓﻲ ﺭﻋﺎﻳﺔ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﻤﺘﻘﺎﻃﻌﺔ ﻟﻠﻤﺸﺘ��ﻦ‪ .‬ﻣﻦ ﻣﻦ ﺧﻼﻝ ﺍﻹﻋﻼﻥ‬
‫ﺍﻻﺟﺘﻤﺎﻋﻲ‪ ،‬ﻳﻤﻜﻨﻚ ﺍﺳﺘﻬﺪﺍﻑ ﺍﻟﻤﺸﺘ��ﻦ ﺍﻟﻤﻨﺎﺳ�ﻴﻦ ﻭﺗﻮﺻﻴﻞ ﺭﺳﺎﻟﺘﻚ ﻋﻠﻰ‬
‫ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻲ ﻳﻘﻀﻲ ﺧﻼﻟﻬﺎ ﺍﻟﻤﺸﺘ�ﻭﻥ ﻓﻲ ﺑﻌﺾ ﺍﻟﻮﻗﺖ ‪ -‬ﻣﺜﻞ ‪ Facebook‬ﻭ‬
‫‪ Twitter‬ﻭ ‪ LinkedIn‬ﻭ ‪ YouTube‬ﻭ ‪ - Instagram‬ﻋﻠﻰ ﺳ�ﻴﻞ ﺍﻟﻤﺜﺎﻝ ﻻ ﺍﻟﺤﺼﺮ‪.‬‬
‫ﻭﻭﻓﻘﺎ ﻟـ ‪ ،Adweek‬ﻳﻨﻮﻱ ﺍﻟﻤﺴﻮﻗﻮﻥ ��ﺎﺩﺓ ﺇﻧﻔﺎﻗﻬﻢ ﻋﻠﻰ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ‬ ‫ً‬
‫ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺑﻨﺴﺒﺔ ‪ 70٪‬ﻓﻲ ﺍﻟﻌﺎﻡ ﺍﻟﻤﻘﺒﻞ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪28‬‬

 ‫ﺑﻨﺎﺀﺍ ﻋﻠﻰ ﺍﻟﻬﺪﻑ ﺍﻟﺘﺴﻮﻳﻘﻲ‬‫ﺍﻟﻤﻨﺎﺳﺒﺔ ً‬
‫ً‬ ‫ﺍﻟﻤﺴﻮﻕ ﺍﻟﺸﺒﻜﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‬
‫ﻳﺨﺘﺎﺭ ُ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻑ‪ ،‬ﻭﻟﻜﻦ ‪ Socialbakers‬ﺃﺟﺮﺕ ﺩ�ﺍﺳﺔ ﺣﺪﻳﺜﺔ ﺗﺸﻴﺮ‬
‫ﻭﻃ�ﻴﻌﺔ ﺍﻟﺠﻤﻬﻮﺭ ُ‬
‫ﺍﻟﻤﺴﻮﻗﻴﻦ ﻳﻔﻀﻠﻮﻥ ﻓﻴﺴﺒﻮﻙ ﻛﻤﻨﺼﺔ ﺭﺋﻴﺴﻴﺔ ﻟﻺﻋﻼﻥ‪ ،‬ﺣﻴﺚ ﻳﺴﺘﺨﺪﻡ‬ ‫ﺇﻟﻰ ﺃﻥ ُ‬
‫‪ 92٪‬ﻣﻦ ﺍﻟﻤﺴﻮﻗﻴﻦ ﺍﻟﺬ�ﻦ ﺗﻢ ﺍﺳﺘﻄﻼﻉ ﺁ�ﺍﺋﻬﻢ ﺷﺒﻜﺔ ﻓﻴﺴﺒﻮﻙ ﻛﻤﻨﺼﺔ ﺭﺋﻴﺴﻴﺔ‬
‫ﻟﻺﻋﻼﻥ ﺍﻻﺟﺘﻤﺎﻋﻲ‪.‬‬

‫ﻓﻴﻤﺎ ﻳﻠﻲ ﻧﻈﺮﺓ ﻋﻠﻰ ﺑﻌﺾ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻷﺳﺎﺳﻴﺔ‪:‬‬

‫ﻓﻴﺴﺒﻮﻙ‬
‫ﻳﺴﺘﻤﺮ ﻓﻴﺴﺒﻮﻙ ﻓﻲ ﺍﻻﺭﺗﻘﺎﺀ ﻛﺸﺒﻜﺔ ﺍﺟﺘﻤﺎﻋﻴﺔ ﻗﻮﻳﺔ ﺗﻀﻢ ﻗﺎﻋﺪﺓ ﻣﺴﺘﺨﺪﻣﻴﻦ‬
‫ﺃﺳﺎﺳﺎ ﻣﺒﻨﻴﺔ ﻋﻠﻰ ﻓﻜﺮﺓ ﺭﺑﻂ ﺍﻟﻨﺎﺱ‬
‫ً‬ ‫ﺟﺪﺍ ﻭﻧﺸﻄﺔ‪ ،‬ﺣﻴﺚ ﺃﻥ ﺍﻟﻤﻨﺼﺔ‬ ‫ﻛ�ﻴﺮﺓ ً‬
‫ﻭﺃﻓﻜﺎﺭﻫﻢ ﻭﺗﻮﻓﻴﺮ ﻣﻜﺎﻧً ﺎ ﻟﻠﻤﺴﺘﺨﺪﻣﻴﻦ ﻟﻠﺘﻮﺍﺻﻞ ﻣﻊ ﺑﻌﻀﻬﻢ ﺍﻟﺒﻌﺾ ﻭﻣﻊ‬
‫ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﺘﺠﺎ��ﺔ ﺍﻟﺘﻲ �ﻬﺘﻤﻮﻥ ﺑﻬﺎ ﻛﺬﻟﻚ‪ .‬ﻟﻘﺪ ﺃﻧﺸﺄ ﻓﻴﺴﺒﻮﻙ ﻣﺴﺎﺣﺔ‬
‫ﻟﻠﻌﻼﻣﺎﺕ ﺍﻟﺘﺠﺎ��ﺔ ﻋﻠﻰ ﺷﺒﻜﺘﻬﺎ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻭﺍﺳﺘﻤﺮ ﻓﻲ ﺗﻄﻮ�ﺮ ﺍﻟﻄ�ﻕ ﺍﻟﺘﻲ‬
‫ﻳﻤﻜﻦ ﻟﺠﻬﺎﺕ ﺍﻟﺘﺴﻮ�ﻖ ﻣﻦ ﺧﻼﻟﻬﺎ ﺍﻟﺘﻔﺎﻋﻞ ﻣﻊ ﺟﻤﺎﻫﻴﺮﻩ ﻭﺫﻟﻚ ﺑﻤﺴﺎﻋﺪﺓ‬
‫ﻗﺪ�ﺍﺕ ﺍﻻﺳﺘﻬﺪﺍﻑ ﺍﻻﺳ�ﺜﻨﺎﺋﻴﺔ ﺍﻟﺘﻲ ﺗﺤﻈﻰ ﺑﻬﺎ ﺷﺒﻜﺔ ﻓﻴﺴﺒﻮﻙ‪ ،‬ﻭﺍﻟﺘﻲ ﺗُ ﻤﻜﻦ‬
‫ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﺘﺠﺎ��ﺔ ﻣﻦ ﺗﺤﻘﻴﻖ ﺃﻓﻀﻞ ﻭﺻﻮﻝ ﻣﻤﻜﻦ ﻟﻠﺠﻤﻬﻮﺭ ﺍﻟﻤﺴﺘﻬﺪﻑ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪29‬‬

 ‫ﻳﺤﺘﻮﻱ ﻓﻴﺴﺒﻮﻙ ﻋﻠﻰ ﻧﻮﻋﻴﻦ ﺃﺳﺎﺳﻴﻦ ﻣﻦ ﺍﻹﻋﻼﻧﺎﺕ‪ :‬ﺍﻷﻭﻝ ﻫﻮ ﺍﻟﻤﻨﺸﻮ�ﺍﺕ‬
‫ﺍﻟﻤﻤﻮﻟﺔ‪ ،‬ﻭﺍﻟﺘﻲ ﺗُ ﻤﻜﻨﻚ ﻣﻦ ﺗ�ﻭﻳ� ﻣﻨﺸﻮﺭ ﻣﻌﻴﻦ ﻟ��ﺎﺩﺓ ﻣﻌﺪﻝ ﺍﻟﻮﺻﻮﻝ‬
‫ﻭﺍﻟﺘﻔﺎﻋﻞ‪ .‬ﺍﻟﻨﻮﻉ ﺍﻟﺜﺎﻧﻲ ﻫﻮ ﺇﻋﻼﻧﺎﺕ ﻓﻴﺴﺒﻮﻙ ﻭﺍﻟﺘﻲ ﺗُ ﻤﻜﻦ ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﺘﺠﺎ��ﺔ‬
‫ﻣﻦ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺠﻤﻬﻮﺭ‪ .‬ﻭﺗﻈﻬﺮ ﻋﻠﻰ ﺍﻟﺠﺎﻧﺐ ﺍﻷﻳﺴﺮ ﻣﻦ ﺷﺎﺷﺔ ﺍﻟﻤﺴﺘﺨﺪﻡ ﺃﻭ‬
‫ﻓﻲ ﺍﻟﺼﻔﺤﺔ ﺍﻟﺮﺋﻴﺴﻴﺔ‪ ،‬ﻭ�ﺘﺸﺎﺑﻪ ﻣﻊ ﺇﻋﻼﻧﺎﺕ ‪ PPC‬ﻓﻲ ﺃﻧﻪ ﻳﻤﻜﻨﻚ ﺗﻘﺪﻳﻢ ﻋﺮﺽ‬
‫ﺳﻌﺮ ﻋﻠﻰ ﺍﻟﻤﺒﻠﻎ ﺍﻟﺬﻱ ﺗ��ﺪ ﺩﻓﻌﻪ ﻟﻜﻞ ﻧﻘﺮﺓ‪ ،‬ﺃﻭ ﻳﻤﻜﻨﻚ ﺍﻟﺪﻓﻊ ﻣﻘﺎﺑﻞ ﻛﻞ ﺃﻟﻒ‬
‫ﺷﺨﺺ ﺳﻴﺸﺎﻫﺪ ﺇﻋﻼﻧﻚ‪.‬‬

‫ُﻳﻤﻜﻦ ﻹﻋﻼﻧﺎﺕ ﻓﻴﺴﺒﻮﻙ ﻣﺴﺎﻋﺪﺗﻚ ﻋﻠﻰ ﺗﺤﻘﻴﻖ ﺃﻫﺪﺍﻑ ُﻣﺘﻌﺪﺩﺓ ﻣﺜﻞ‬

‫��ﺎﺩﺓ ﻣﻌﺪﻝ ﺍﻟﺘﺤﻮ�ﻞ‬

‫��ﺎﺩﺓ ﺍﻟ��ﺎ�ﺍﺕ ﺇﻟﻰ ﻣﻮﻗﻊ‬
‫��ﺎﺩﺓ ﺗﺤﻤﻴﻼﺕ ﺍﻟﺘﻄ�ﻴﻖ‬
‫��ﺎﺩﺓ ﺍﻟﻤﻌﺠ�ﻴﻦ‬
‫��ﺎﺩﺓ ﺍﻟﺘﻔﺎﻋﻞ ﺩﺍﺧﻞ ﺍﻟﺘﻄ�ﻴﻖ‬
‫ﻭﻏﻴﺮ ﺫﻟﻚ‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

‫‪Your Knights to Digital Success‬‬ ‫‪30‬‬

 ‫ﺗﻮﻳﺘﺮ‬
‫ﻏﺎﻟﺒﺎ ﺇﻟﻰ‬
‫ﺃ�ﺒﺖ ﺗﻮﻳﺘﺮ ﺃﻧﻪ ﺟﺰﺀ ﻣﻬﻢ ﻣﻦ ﺃﻱ ﻣ��� ﺗﺴﻮﻳﻘﻲ‪ .‬ﻭ ﺗﻔﺘﻘﺮ ﺍﻟﺸﺮﻛﺎﺕ ً‬
‫ﺍﺳﺘ�ﺍ�ﻴﺠﻴﺔ ﻭﺧﻄﺔ ﻭﺍﺿﺤﺔ ﻻﻛﺘﺴﺎﺏ ﺍﻟﻌﻤﻼﺀ ﻣﻦ ﺧﻼﻝ ﻭﺟﻮﺩﻫﺎ ﻋﻠﻰ ﺗﻮﻳﺘﺮ‬
‫ﻭﺇﻣﻜﺎﻧﻴﺔ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﻗﺎﻋﺪﺓ ﻣﺴﺘﺨﺪﻣﻴﻦ ﺿﺨﻤﺔ‪� .‬ﻮﺟﺪ ﺃﻛﺜﺮ ﻣﻦ ﻧﻮﻉ ﻣﻦ‬
‫ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺘﻲ ُﻳﻤﻜﻦ ﺇﺟ�ﺍﺀﻫﺎ ﻋﻠﻰ ﺗﻮﻳﺘﺮ ﻣﺜﻞ ﺍﻟﺘﻐ��ﺪﺍﺕ ﺍﻟﻤﻤﻮﻟﺔ‪Promoted-‬‬
‫ﻛﺜﻴ�ﺍ ﻋﻦ ﻣﻨﺸﻮ�ﺍﺕ ﻓﻴﺴﺒﻮﻙ ﺍﻟﻤﻤﻮﻟﺔ‪ ،‬ﺣﻴﺚ ﺃﻥ ﻛﻼﻫﻤﺎ‬ ‫‪ tweets‬ﻭﺍﻟﺘﻲ ﻻ ﺗﺨﺘﻠﻒ ً‬
‫�ﻬﺪﻑ ﺇﻟﻰ ��ﺎﺩﺓ ﺍﻟﻮﺻﻮﻝ ﻭﺗﻌ��ﺰ ﺍﻟﺘﻔﺎﻋﻞ‪ .‬ﻳﺠﺐ ﺃﻥ �ﺘﻀﻤﻦ ﺍﻟﺘﻐ��ﺪﺍﺕ ﺍﻟﺘﻲ ﻳﺘﻢ‬
‫ﺍﻟﺘ�ﻭﻳ� ﻟﻬﺎ ﺻﻮﺭﺓ ﻭﻃﻠﺐ ﻗﻮﻱ ﻟﻠﻘﻴﺎﻡ ﺑﻔﻌﻞ ﻣﺎ‪ .‬ﻓﻲ ﻣﺎ ﻳﻠﻲ ﻣﺜﺎﻝ ﻋﻠﻰ ‪Twitter‬‬
‫‪ Twittered Twitter‬ﻣﻦ ‪.Twitter Small Biz‬‬

‫ﺣﺮﻓﺎ‪ ،‬ﻭﺻﻮﺭﺓ‪ ،‬ﻭﻃﻠﺐ ﺍﻟﻘﻴﺎﻡ ﺑﻔﻌﻞ‬

‫ﻳﺤﺘﻮﻱ ﻋﻠﻰ ﻋﻨﻮﺍﻥ ﺭﺋﻴﺴﻲ ﻳﺘﻜﻮﻥ ﻣﻦ ‪ً 140‬‬
‫"‪."Visit Now‬ﻭﻛﻢ ﺗﺮﻯ‪ ،‬ﻫﺬﺍ ﺍﻹﻋﻼﻥ ﻳﺘﻢ ﺍﻟﺘ�ﻭﻳ� ﻟﻪ ﻣﻦ ﺧﻼﻝ ﻇﻬﻮﺭ "‪Promot-‬‬
‫‪ "ed‬ﻓﻲ ﺍﻷﺳﻔﻞ‪.‬‬

‫ﺃﻳﻀﺎ ﻭﻫﻮ ‪ Website Cards‬ﻭﺍﻟﺘﻲ ﺗﺴﻤﺢ ﺑﺘﺨﻔﻴﺾ ﺍﻟﻀﺠﻴ�‬ ‫�ﻮﺟﺪ ﻧﻮﻉ ﺁﺧﺮ ً‬
‫ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻟﺼﻮ�ﺍﻟﺠﺬﺍﺑﺔ‪ ،‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﺗﻐ��ﺪﺍ�ﻚ‪ ،‬ﻭﺫﻟﻚ ﺑﻬﺪﻑ ﺍﻟﺘ�ﻭﻳ� ﻟﻤﻨﺘﺠﻚ‬
‫ﺃﻭ ﺭﺳﺎﻟﺘﻚ‪ .‬ﻋﻨﺪﻣﺎ ﻳﻨﻘﺮ ﺃﺣﺪ ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ ﻋﻠﻰ ﺍﻹﻋﻼﻥ‪ ،‬ﻳﺘﻢ ﻧﻘﻠﻪ ﺇﻟﻰ ﻣﻮﻗﻌﻚ‬
‫ﻋﻠﻰ ﺍﻟﻮﻳﺐ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

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 ‫�ﻮﺟﺪ ﺃﻧﻮﺍﻉ ﺃﺧﺮﻯ ﻣﺜﻞ ‪ Lead Generation Cards‬ﻭﺍﻟﺘﻲ ﺗﻬﺪﻑ ﺇﻟﻰ‬
‫ﻭﺃﻳﻀﺎ ‪ Promoted accounts‬ﻟﻠﺘ�ﻭﻳ� ﻟﺤﺴﺎﺑﺎﺕ‬
‫ً‬ ‫��ﺎﺩﺓ ﻣﻌﺪﻻﺕ ﺍﻟﺘﺤﻮ�ﻞ‪،‬‬
‫ﺗﻮﻳﺘﺮ ﺑﻬﺪﻑ ��ﺎﺩﺓ ﺍﻟﻤﺘﺎﺑﻌﻴﻦ‪.‬‬

‫ﻟﻴﻨﻜﺪﺇﻥ‬
‫ً‬
‫ﻫﺎﺋﻼ ﻓﻲ ﺍﻟﺴﻨﻮﺍﺕ ﺍﻷﺧﻴﺮﺓ ﻣﻦ ﺧﻼﻝ ﺇﺿﺎﻓﺔ‬ ‫ً‬
‫ﻧﻤﻮﺍ‬ ‫ﺷﻬﺪﺕ ﺷﺒﻜﺔ ‪LinkedIn‬‬
‫ﺇﻣﻜﺎﻧﻴﺎﺕ ﻭﻣﻤﻴ�ﺍﺕ ﻹﻏ�ﺍﺀ ﺍﻟﻤﺴﻮﻗﻴﻦ ﻭ��ﺎﺩﺓ ﻓﺮﺻﻬﻢ ﻓﻲ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ‬
‫ﺍﻟﺠﻤﻬﻮﺭ‪ .‬ﺑﺪﺃﺕ ﺍﻟﺸﺒﻜﺔ ﻓﻲ ﺗﻮﺳﻴﻊ ﻧﻄﺎﻗﻬﺎ ﺇﻟﻰ ﻣﺎ ﻫﻮ ﺃﺑﻌﺪ ﻣﻦ ﻣﺠﺮﺩ ﻣﻨﺼﺔ‬
‫ﻟﻠﺘﻮﻇﻴﻒ ﻭﺃﺻﺒﺤﺖ ﺗﺸﻤﻞ ﺻﻔﺤﺎﺕ ﺍﻟﺸﺮﻛﺎﺕ‪ ،‬ﻭﺧﻴﺎ�ﺍﺕ ﺇﻋﻼﻧﻴﺔ ﻋﺎﻟﻴﺔ‬
‫ﺍﻻﺳﺘﻬﺪﺍﻑ‪ ،‬ﻭﻣﻨﺼﺎﺕ ﺍﻟﻨﺸﺮ‪.‬‬

‫ﻛﻤﺎ ﻫﻮ ﺍﻟﺤﺎﻝ ﻣﻊ ﺑﺎﻗﻲ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺍﻷﺧﺮﻯ‪ ،‬ﺗﻤﺘﻠﻚ ﻟﻴﻨﻜﺪﺇﻥ ﺧﻴﺎ�ﺍﺕ‬

‫ﺇﻋﻼﻧﻴﺔ ُﻣﺨﺘﻠﻔﺔ ﻣﺜﻞ ‪ LinkedIn Sponsored Updates‬ﻭﺍﻟﺘﻲ ﺗﺸﺒﻪ ﺗﻐ��ﺪﺍﺕ‬
‫ﺗﻮﻳﺘﺮ ﺍﻟﻤﻤﻮﻟﺔ ﻭﻣﻨﺸﻮ�ﺍﺕ ﻓﻴﺴﺒﻮﻙ ﻛﺬﻟﻚ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

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 ‫ﺃﻳﻀﺎ ﺇﻋﻼﻧﺎﺕ ﻟﻴﻨﻜﺪﺇﻥ‪ Linkedin Ad-‬ﻭ�ﻮﺟﺪ‬
‫ﻭﻋﻠﻰ ﻏ�ﺍﺭ ﺇﻋﻼﻧﺎﺕ ﻓﻴﺴﺒﻮﻙ‪� ،‬ﻮﺟﺪ ً‬
‫ﺃﻳﻀﺎ ﺧﻴﺎ�ﺍﺕ ﺇﻋﻼﻧﻴﺔ ﺃﺧﺮﻯ ﻣﺜﻞ ‪ Sponsored InMail‬ﻭ‪LinkedIn Lead Acceler-‬‬
‫ً‬
‫‪ ator‬ﻟﻠﺸﺮﻛﺎﺕ‪.‬‬

‫ﺍﻟﺨــﺎ�ــﻤــﺔ‬
‫‪ 2018‬ﻫﻮ ﺍﻟﻌﺎﻡ ﺍﻷﻭﻝ ﺍﻟﺬﻱ ﺗﺠﺎﻭﺯ ﻓﻴﻪ ﺍﻧﻔﺎﻕ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﻋﻠﻰ ﺍﻹﻋﻼﻧﺎﺕ‬
‫ﺍﻟﺘﻠﻴﻔ��ﻮﻧﻴﺔ‪ ،‬ﺳﻮﺍﺀ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻟﺪﻋﺎﻳﺎ ﻟﻠﺸﺮﻛﺎﺕ ﺃﻭ ﺍﻷﻓ�ﺍﺩ‪،"B2B OR B2C"-‬‬
‫ً‬
‫ﻣﻌﻠﻨﺎ ﺑﺬﻟﻚ ﺗﻐ�ﻴﺮ ﻗﻮﺍﻋﺪ ﺍﻟﻠﻌﺒﺔ ﻓﻰ ﺍﻟﺘﺴﻮ�ﻖ ﺑﺸﻜﻞ ﺗﺎﻡ‪.‬‬
‫ﻓﻜﻞ ﺷﺊ ﺍﻵﻥ ﻳﻌﺘﻤﺪ ﻋﻠﻰ ﻣﺮﻛ��ﺔ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺭﻏﺒﺎ�ﻬﻢ ﻭﻣﺎ ﻳﺠﻌﻠﻬﻢ ﻳﺘﻌﻠﻘﻮﻥ‬
‫ً‬
‫ﻛﺜﻴ�ﺍ ﻓﻰ ﻗﻮﺍﻋﺪ ﺇﺳﺘ�ﺍ�ﻴﺠﻴﺔ‬ ‫ﺑﺎﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ ﻭﻳﺤﺒﻮﻧﻬﺎ‪ ،‬ﻟﺬﻟﻚ ﻋﻠﻴﻚ ﺍﻟﺘﻔﻜﻴﺮ‬
‫ﺍﻟﺘﺴﻮ�ﻖ ﺍﻟﺘﻰ ﺗﺴﺘﺨﺪﻣﻬﺎ ﻭﺗﻘﺪﻳﻢ ﻣﺤﺘﻮﻯ ﻣﻤﻴﺰ ﺗﺨﺒﺮ ﺑﻪ ﻗﺼﺔ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎ��ﺔ ﻓﻰ‬
‫ﺇﻃﺎﺭﺍﻟﻤﺴﺎﺣﺔﺍﻟﺸﺨﺼﻴﺔﻟﺠﻤﻬﻮﺭﻙﻟﺘﻌﺮﺿﻪﻋﻠﻰﺍﻟﻤﻨﺼﺔﺍﻹﺟﺘﻤﺎﻋﻴﺔﺍﻟﻤﻨﺎﺳﺒﺔﻟﻬﻢ‪.‬‬

‫‪CHESS TAG‬‬
‫‪Your Knights to Digital Success‬‬

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CHESS TAG
Your Knights to Digital Success