{"id":6304,"date":"2021-06-11T11:45:19","date_gmt":"2021-06-11T11:45:19","guid":{"rendered":"https:\/\/journalift.org\/?p=6304"},"modified":"2021-07-01T13:14:23","modified_gmt":"2021-07-01T13:14:23","slug":"matja-e-tregut-kalimi-nga-vleresimet-e-peraferta-tek-ato-te-informuara","status":"publish","type":"post","link":"https:\/\/journalift.org\/sq\/matja-e-tregut-kalimi-nga-vleresimet-e-peraferta-tek-ato-te-informuara\/","title":{"rendered":"Matja e tregut: kalimi nga vler\u00ebsimet e p\u00ebraf\u00ebrta tek ato t\u00eb informuara"},"content":{"rendered":"\n

Organizatat e mediave q\u00eb veprojn\u00eb n\u00eb tregje me infrastruktur\u00eb t\u00eb fort\u00eb mund t\u00eb mb\u00ebshtet\u00ebn n\u00eb qasje t\u00eb thjesht\u00eb tek t\u00eb dh\u00ebnat e tregut<\/strong>. K\u00ebto organizata v\u00ebshtir\u00eb se mund t\u00eb paramendojn\u00eb investimin n\u00eb nj\u00eb kanal t\u00eb ri apo zhvillimin e prodhimeve t\u00eb reja pa nj\u00eb analiz\u00eb thelb\u00ebsore t\u00eb biznesit e cila n\u00ebnkupton analiz\u00ebn e detajuar t\u00eb tregut. Mir\u00ebpo, kjo qasje nuk zbatohet aq shum\u00eb n\u00eb shumic\u00ebn e tregjeve t\u00eb Ballkanit Per\u00ebndimor, ku t\u00eb dh\u00ebnat p\u00ebr tregun jan\u00eb ose krejt\u00ebsisht jo t\u00eb qasshme ose jan\u00eb t\u00eb deformuara me statistika t\u00eb pjesshme, t\u00eb vjet\u00ebrsuara dhe t\u00eb pasigurta. <\/span><\/p>\n\n

Si\u00e7 e kan\u00eb zbuluar shum\u00eb organizata t\u00eb p\u00ebrfshira n\u00eb projektin <\/span>Media for All <\/span><\/i>duke i zhvilluar planet e veta t\u00eb biznesit dhe buxhetet, lidhja e nj\u00eb shifre p\u00ebr nj\u00eb paramet\u00ebr t\u00eb tregut q\u00eb \u00ebsht\u00eb i r\u00ebnd\u00ebsish\u00ebm p\u00ebr planifikimin e ardhsh\u00ebm \u00ebsht\u00eb m\u00eb shum\u00eb nj\u00eb prodhimvler\u00ebsimi, sesa i matjeve reale. T\u00eb dh\u00ebnat q\u00eb tregojn\u00eb p\u00ebr karakteristikat e nj\u00eb tregu t\u00eb caktuar, si\u00e7 jan\u00eb tipi dhe sasia e prodhimit ose sh\u00ebrbimit q\u00eb i ofrohen nj\u00eb publikut t\u00eb caktuar, buxheti vjetor p\u00ebr reklamim, kostot reale q\u00eb u paguhen konkurrenc\u00ebs, \u00e7mimet sipas shikimit t\u00eb shpalljeve, si dhe shum\u00eb komponente t\u00eb tjera q\u00eb jan\u00eb t\u00eb domosdoshme p\u00ebr nj\u00eb vler\u00ebsim t\u00eb mir\u00eb biznesi, ose nuk jan\u00eb t\u00eb qasshme, ose jan\u00eb t\u00eb vjet\u00ebrsuara dhe t\u00eb pasigurta. P\u00ebrve\u00e7 k\u00ebsaj, informacionet zyrtare p\u00ebr rejtingun e shikueshm\u00ebris\u00eb ose lexueshm\u00ebris\u00eb ose nuk jan\u00eb n\u00eb dispozicion, ose jan\u00eb t\u00eb qasshme vet\u00ebm p\u00ebr emetuesit m\u00eb t\u00eb m\u00ebdhenj komb\u00ebtar q\u00eb jan\u00eb t\u00eb gatsh\u00ebm q\u00eb t\u00eb paguajn\u00eb p\u00ebr ato. <\/span><\/p>\n\n

P\u00ebrve\u00e7 k\u00ebsaj, tregu rrall\u00eb ndonj\u00ebher\u00eb \u00ebsht\u00eb krejt\u00ebsisht i lir\u00eb \u2013 kjo do t\u00eb thot\u00eb se lidhjet politike, t\u00eb biznesit, por edhe etnike dhe familjare ndikojn\u00eb tek vendimet e reklamuesve, duke i p\u00ebrfshir\u00eb edhe ata institucional. P\u00ebr k\u00ebt\u00eb arsye, procesi i matjes s\u00eb madh\u00ebsis\u00eb s\u00eb tregut p\u00ebr arsye t\u00eb l\u00ebshimit n\u00eb treg t\u00eb nj\u00eb prodhimit ose investimit t\u00eb ri, m\u00eb shpesh bazohet mbi njohjen e kontekstit m\u00eb t\u00eb thell\u00eb shoq\u00ebror, sesa mbi kalkulimet e pastra t\u00eb biznesit. <\/p>\n\n

\"Ku<\/figure>\n\n

Ku t\u00eb filloni, kur nuk i keni t\u00eb dh\u00ebnat e sigurta?<\/h2>\n\n

Pamund\u00ebsia q\u00eb t\u00eb mb\u00ebshteteni tek informacionet e qasshme nuk do t\u00eb thot\u00eb se matja e tregut q\u00eb bazohet tek t\u00eb dh\u00ebnat \u00ebsht\u00eb e pamundur, ose q\u00eb metodat standarde \u201cper\u00ebndimore\u201d nuk jan\u00eb t\u00eb zbatueshme n\u00eb Ballkan, si\u00e7 thon\u00eb. Megjithat\u00eb, nevojit\u00ebn aft\u00ebsi t\u00eb shtuara, fleksibiliteti dhe inovacioni, q\u00eb jan\u00eb shum\u00eb tipike p\u00ebr menaxher\u00ebt e suksessh\u00ebm t\u00eb mediave n\u00eb rajon q\u00eb kan\u00eb mbijetuar shum\u00eb stuhi politike dhe ekonomike. <\/p>\n\n

N\u00eb vazhdim ju sjellim disa k\u00ebshilla praktike p\u00ebr at\u00eb se si t\u00eb merreni me matjen e tregut tuaj pa u mb\u00ebshtetur tek informacionet q\u00eb i keni n\u00eb dispozicion.<\/p>\n\n

  1. Mos i bazoni vendimet e veta vet\u00ebm n\u00eb ndjenja<\/strong><\/li><\/ol>\n\n

    E dim\u00eb, gjat\u00eb viteve t\u00eb shumta marrja e vendimeve t\u00eb bazuara n\u00eb ndjenja ju kan\u00eb \u00e7uar aty ku jeni tani, dhe keni t\u00eb drejt\u00eb t\u00eb mendoni se tregun tuaj askush nuk e njeh m\u00eb mir\u00eb se ju dhe ekipi juaj i shitjes. \n<\/p>\n\n

    Se si do t\u00eb rrjedh\u00eb projekti i ri do t\u00eb jet\u00eb vendimi juaj menaxhues, por para k\u00ebsaj kujdesuni q\u00eb ky vendim t\u00eb jet\u00eb i themeluar edhe n\u00eb dijeni t\u00eb shtuara q\u00eb do t\u055ai mblidhni nga personat jasht\u00eb organizat\u00ebs suaj, respektivisht nga publiku juaj i q\u00eblluar dhe reklamuesit dhe investitor\u00ebt tuaj potencial (m\u00eb shum\u00eb p\u00ebr k\u00ebto metoda lexoni n\u00eb vazhdim);<\/p>\n\n

    1. Mos i bazoni vendimet tuaja vet\u00ebm n\u00eb ekspertiz\u00ebn e ekipit tuaj editorial<\/strong><\/li><\/ol>\n\n

      Gazetar\u00ebt dhe redaktor\u00ebt jan\u00eb nj\u00eb segment specifik dhe i specializuar ngusht\u00eb i publikut, q\u00eb kan\u00eb preokupim t\u00eb thell\u00eb me produksionin e programit dhe t\u00eb historive. Standard\u00ebt dhe vler\u00ebsimet e tyre profesionale kan\u00eb r\u00ebnd\u00ebsin\u00eb ky\u00e7e p\u00ebr krijimin e p\u00ebrmbajtjes cil\u00ebsore, por zakonisht ata nuk jan\u00eb p\u00ebrfaq\u00ebsuesit e publikut tuaj kryesor dhe ndoshta nuk do ta identifikojn\u00eb vler\u00ebn e nj\u00eb lloji t\u00eb caktuar t\u00eb p\u00ebrmbajtjes ashtu si\u00e7 do ta identifikonte publiku dhe, sipas k\u00ebsaj, edhe reklamuesit tuaj. <\/p>\n\n

      N\u00eb p\u00ebrgjith\u00ebsi gazetar\u00ebt do t\u00eb pajtoheshin se kulmi i krijimtaris\u00eb se mediave \u00ebsht\u00eb gazetaria hulumtuese, e thell\u00eb, si dhe produksioni dokumentar. Mir\u00ebpo, realiteti \u00ebsht\u00eb se gazetaria e till\u00eb nuk i paguan faturat dhe do t\u055ai largoj\u00eb reklamuesit, posa\u00e7\u00ebrisht n\u00eb raste kur partneri politik ose i biznesit t\u00eb reklamuesit \u00ebsht\u00eb subjekt i hulumtimit tuaj. N\u00eb an\u00ebn tjet\u00ebr, produksioni i nivelit m\u00eb t\u00eb lart\u00eb \u00ebsht\u00eb nj\u00eb mjet i mir\u00eb p\u00ebr zhvillimin e besimit tek publiku i caktuar, dhe p\u00ebrve\u00e7 k\u00ebsaj \u00ebsht\u00eb edhe mjet p\u00ebr zhvillimin e nj\u00eb brendi t\u00eb fort\u00eb, q\u00eb n\u00eb fund do t\u00eb paguhet edhe me nj\u00eb sasi t\u00eb caktuar t\u00eb p\u00ebrmbajtjeve t\u00eb thjeshta dhe t\u00eb p\u00ebrditshme q\u00eb p\u00ebr shum\u00eb gazetar\u00eb nuk \u00ebsht\u00eb interesante. <\/p>\n\n

      \"Bëni<\/figure>\n\n
      1. B\u00ebni anketimin e publikut tuaj<\/strong><\/li><\/ol>\n\n

        Anketimet q\u00eb ju jepen agjencive t\u00eb marketingut kushtojn\u00eb shum\u00eb dhe nuk jan\u00eb gjithmon\u00eb t\u00eb realizueshme, por zgjedhja ekziston \u2013 mund t\u00eb p\u00ebrdorni kanalet tjera: nga anketimet e thjeshta n\u00eb rrjete shoq\u00ebrore, p\u00ebrmes analiz\u00ebs s\u00eb detajuar t\u00eb t\u00eb dh\u00ebnave q\u00eb ju ofrojn\u00eb kanalet digjitale t\u00eb komunikimit, e deri tek fokus grupet e brendshme me nj\u00eb kampion relativisht p\u00ebrfaq\u00ebsues p\u00ebr publikun tuaj t\u00eb caktuar. <\/p>\n\n

        Ekzistojn\u00eb mjetet e ndryshme p\u00ebrmes t\u00eb cilave mund t\u00eb zhvilloni sondazhe n\u00eb rrjete shoq\u00ebrore, si\u00e7 jan\u00eb anketimet p\u00ebrmes Instagram Story, duke b\u00ebr\u00eb pyetje publikut tuaj n\u00eb Facebook, pyetje me disa p\u00ebrgjigje t\u00eb ofruara n\u00eb tweet dhe sondazhet (polls) n\u00eb grupe n\u00eb Facebook-ut. <\/p>\n\n

        Kur planifikoni futjen e nj\u00eb programi ose kanali t\u00eb ri, \u00ebsht\u00eb me r\u00ebnd\u00ebsi q\u00eb ta dini \u00e7far\u00eb madh\u00ebsie, \u00e7far\u00eb demografie dhe \u00e7far\u00eb fuqie bler\u00ebse ka publiku juaj i ri. Ky vler\u00ebsim do t\u00eb ju nevojitet p\u00ebr finalizimin e projektit nga perspektiva editoriale dhe n\u00eb rastin e kalimit n\u00eb hapin e radh\u00ebs. Do t\u00eb nevojitet zbatimi i matjes kuantitative dhe kualitative. Parimisht duhet q\u00eb mb\u00ebshtetjen tek t\u00eb dh\u00ebnat ta b\u00ebni pjes\u00eb t\u00eb kultur\u00ebs t\u00eb ekipit tuaj, duke u kujdesur q\u00eb krijimi i p\u00ebrmbajtjes bazohet mbi analiz\u00ebn e angazhimit t\u00eb publikut n\u00eb platforma t\u00eb ndryshme p\u00ebr shp\u00ebrndarje t\u00eb p\u00ebrmbajtjes. P\u00ebr analiz\u00ebn kuantitative pik\u00ebnisja<\/strong> m\u00eb e mir\u00eb \u00ebsht\u00eb qasja organike (reach<\/i>) i kanaleve tuaja digjitale. <\/span><\/p>\n\n

        \u00a0P\u00ebr identifikimin e mund\u00ebsive p\u00ebr rritje, analiz\u00ebn e detajuar t\u00eb t\u00eb dh\u00ebnave tuaja dhe shfryt\u00ebzimin e faqes suaj t\u00eb internetit, si nj\u00eb laborator p\u00ebr rritje, mund t\u00eb m\u00ebsoni shum\u00eb nga <\/span>ky kurs i shk\u00eblqyer onlajn<\/span><\/a> t\u00eb cilin e ka zhvilluar eksperti i nivelit m\u00eb t\u00eb lart\u00eb t\u00eb k\u00ebsaj fushe <\/span>Thomson Foundation<\/span><\/i> (kursi \u00ebsht\u00eb falas, regjistrimi \u00ebsht\u00eb i obliguesh\u00ebm).<\/span><\/p><\/blockquote><\/figure>\n\n

        P\u00ebr pjes\u00ebn kualitative<\/strong>, ju nevojiten reagimet e publikut. P\u00ebrve\u00e7 anketimit n\u00eb rrjete sociale, p\u00ebr t\u055ai kuptuar reagimet e publikut m\u00eb s\u00eb miri \u00ebsht\u00eb t\u00eb p\u00ebrcillen diskutimet brenda fokus grupeve. P\u00ebr k\u00ebt\u00eb arsye me ju po e ndaj nj\u00eb udh\u00ebrr\u00ebfyes shum\u00eb t\u00eb thjesht\u00eb t\u00eb Fondit p\u00ebr demokraci <\/span>Dodge Foundation <\/span><\/i>se si t\u00eb organizoni ju vet\u00eb nj\u00eb fokus grup p\u00ebr redaksin\u00eb tuaj<\/span><\/a>. Mbajeni n\u00eb m\u00ebnd se udh\u00ebheqja e fokus grupeve n\u00eb koh\u00ebn e koronavirusit \u00ebsht\u00eb pak m\u00eb e nd\u00ebrlikuar, por jo edhe e pamundur. \u00cbsht\u00eb me r\u00ebnd\u00ebsi q\u00eb t\u00eb siguroni pjes\u00ebmarrjen aktive online, dhe kjo mund t\u00eb arrihet me nj\u00eb kompensim t\u00eb vog\u00ebl financiar, me qasjen n\u00eb p\u00ebrmbajtjen premium n\u00eb portalin tuaj, ose dobit\u00eb tjera q\u00eb organizata juaj e medias mund t\u00eb siguroj\u00eb p\u00ebrmes sponsor\u00ebve.<\/span><\/p>\n\n

        \"Bëni<\/figure>\n\n
        1. B\u00ebni biseda joformale me reklamuesit<\/strong><\/li><\/ol>\n\n

          N\u00eb tregje m\u00eb t\u00eb vogla \u00ebsht\u00eb me r\u00ebnd\u00ebsi t\u00eb p\u00ebrcaktohet se kush jan\u00eb reklamuesit potencial t\u00eb produktit t\u00eb ri t\u00eb medias, dhe pasi ta b\u00ebni k\u00ebt\u00eb, ju mund t\u00eb m\u00ebsoni n\u00eb <\/span>k\u00ebt\u00eb kurs online<\/span><\/a> p\u00ebr modelet e biznesit dhe modelet e monetarizimit. Pas p\u00ebrcaktimit se kush jan\u00eb reklamuesit potencial, do t\u00eb ishte mir\u00eb t\u00eb flisni me ta p\u00ebr t\u00eb p\u00ebrcaktuar se sa n\u00eb fakt mund t\u00eb shpenzojn\u00eb p\u00ebr reklama n\u00eb kanalin tuaj. ve\u00e7an\u00ebrisht p\u00ebr prodhimin n\u00eb fjal\u00eb. <\/span><\/p>\n\n

          Ia ku jan\u00eb disa nga pyetjet q\u00eb duhet t\u055aua shtroni:<\/p>\n\n