{"id":2738,"date":"2019-07-13T08:52:45","date_gmt":"2019-07-13T05:52:45","guid":{"rendered":"https:\/\/selectednews.info\/vi\/truyen-mieng-vai-tro-trong-tuong-lai-cua-nganh-marketing\/"},"modified":"2019-07-13T08:52:48","modified_gmt":"2019-07-13T05:52:48","slug":"truyen-mieng-vai-tro-trong-tuong-lai-cua-nganh-marketing","status":"publish","type":"post","link":"https:\/\/selectednews.info\/vi\/truyen-mieng-vai-tro-trong-tuong-lai-cua-nganh-marketing\/","title":{"rendered":"&#8220;Truy\u1ec1n Mi\u1ec7ng&#8221; Vai Tr\u00f2 Trong T\u01b0\u01a1ng Lai C\u1ee7a Ng\u00e0nh Marketing"},"content":{"rendered":"<p> [ad_1]<br \/>\n<\/p>\n<div>\n<p><strong>Khi ch\u00fang ta thu h\u1eb9p t\u00f9y ch\u1ecdn b\u1eb1ng c\u00e1ch \u0111\u1ecdc c\u00e1c review\u2026 th\u00ec truy\u1ec1n mi\u1ec7ng (Word of Mouth) c\u00f3 th\u1ec3 \u0111\u1ed3ng h\u00e0nh c\u00f9ng ch\u00fang ta trong su\u1ed1t h\u00e0nh tr\u00ecnh mua h\u00e0ng nh\u01b0 khi m\u1ed9t ng\u01b0\u1eddi b\u1ea1n b\u00ecnh lu\u1eadn v\u1edbi b\u1ea1n v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 (m\u1ed9t chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i ch\u1eb3ng h\u1ea1n).<\/strong><\/p>\n<p>\u00d4ng Jeff Bezos, CEO Amazon, n\u00f3i v\u1ec1 s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a ng\u00e0nh marketing trong t\u01b0\u01a1ng lai nh\u01b0 sau: \u201cC\u00e1n c\u00e2n quy\u1ec1n l\u1ef1c \u0111ang nghi\u00eang d\u1ea7n v\u1ec1 ph\u00eda ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u01a1n l\u00e0 ph\u00eda doanh nghi\u1ec7p. Tr\u01b0\u1edbc \u0111\u00e2y, b\u1ea1n d\u00e0nh 30% th\u1eddi gian \u0111\u1ec3 x\u00e2y d\u1ef1ng d\u1ecbch v\u1ee5, s\u1ea3n ph\u1ea9m v\u00e0 70% th\u1eddi gian \u0111\u1ec3 qu\u1ea3ng c\u00e1o v\u1ec1 n\u00f3. Trong t\u01b0\u01a1ng lai \u0111i\u1ec1u \u0111\u00f3 s\u1ebd b\u1ecb \u0111\u1ea3o ng\u01b0\u1ee3c.\u201d<\/p>\n<p>Nghi\u00ean c\u1ee9u c\u1ee7a ch\u00fang t\u00f4i \u0111\u00e3 ch\u1ee9ng minh r\u1eb1ng t\u01b0\u01a1ng lai \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn \u1edf tr\u00ean \u0111\u00e3 th\u1ef1c s\u1ef1 di\u1ec5n ra.<\/p>\n<blockquote>\n<h3><strong><em>Truy\u1ec1n mi\u1ec7ng \u0111\u1ee9ng th\u1ee9 2 trong x\u1ebfp h\u1ea1ng \u0111i\u1ec3m ti\u1ebfp x\u00fac th\u01b0\u01a1ng hi\u1ec7u (brand touchpoint), ch\u1ec9 sau TV.<\/em><\/strong><\/h3>\n<\/blockquote>\n<p>Amazon \u0111\u00e3 thay \u0111\u1ed5i cu\u1ed9c s\u1ed1ng c\u1ee7a ch\u00fang ta theo nhi\u1ec1u c\u00e1ch kh\u00e1c nhau. V\u1edbi c\u00e1 nh\u00e2n t\u00f4i, v\u00f4 s\u1ed1 \u0111\u00e1nh gi\u00e1 c\u1ee7a nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00e1c \u0111\u00e3 gi\u00fap t\u00f4i d\u1ec5 d\u00e0ng l\u1ef1a ch\u1ecdn h\u01a1n. T\u00f4i tin t\u01b0\u1edfng nh\u1eefng review \u0111\u00f3 h\u01a1n b\u1ea5t k\u1ef3 chi\u1ebfn d\u1ecbch marketing n\u00e0o. V\u00e0 kh\u00f4ng ch\u1ec9 t\u00f4i, c\u00f3 \u0111\u1ebfn 70% ng\u01b0\u1eddi ti\u00eau d\u00f9ng tin t\u01b0\u1edfng review t\u1eeb nh\u1eefng ng\u01b0\u1eddi mua h\u00e0ng tr\u01b0\u1edbc, ch\u1ec9 33% tin v\u00e0o qu\u1ea3ng c\u00e1o. T\u00f4i \u0111\u1ed3ng \u00fd l\u00e0 c\u00f3 r\u1ea5t nhi\u1ec1u chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o xu\u1ea5t s\u1eafc ngo\u00e0i kia khi\u1ebfn t\u00f4i c\u00e2n nh\u1eafc v\u00e0 mua s\u1ea3n ph\u1ea9m. Nh\u01b0ng qu\u1ea3ng c\u00e1o ch\u1ec9 l\u00e0 y\u1ebfu t\u1ed1 b\u1ed5 sung cho nh\u1eefng l\u1eddi gi\u1edbi thi\u1ec7u t\u1eeb c\u00e1c ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00e1c, b\u1ea1n b\u00e8, gia \u0111\u00ecnh, influencer hay chuy\u00ean gia.<\/p>\n<p>Truy\u1ec1n mi\u1ec7ng (Word of Mouth) c\u00f3 th\u1ec3 \u0111\u1ed3ng h\u00e0nh c\u00f9ng ch\u00fang ta trong su\u1ed1t h\u00e0nh tr\u00ecnh mua h\u00e0ng nh\u01b0 khi m\u1ed9t ng\u01b0\u1eddi b\u1ea1n b\u00ecnh lu\u1eadn v\u1edbi b\u1ea1n v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 (m\u1ed9t chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i ch\u1eb3ng h\u1ea1n), hay khi ch\u00fang ta thu h\u1eb9p t\u00f9y ch\u1ecdn b\u1eb1ng c\u00e1ch \u0111\u1ecdc c\u00e1c review\u2026 T\u1ea5t c\u1ea3 nh\u1eefng h\u00ecnh th\u1ee9c Truy\u1ec1n mi\u1ec7ng \u0111\u00f3 \u0111\u1ec1u gi\u00fap ch\u00fang ta \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh cu\u1ed1i c\u00f9ng sau khi k\u1ebft h\u1ee3p v\u1edbi t\u01b0 v\u1ea5n c\u1ee7a nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng. Trong khi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u1ebfn nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u01a1n th\u00f4ng qua c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng, ph\u01b0\u01a1ng th\u1ee9c truy\u1ec1n mi\u1ec7ng l\u1ea1i c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00ec c\u00f3 \u0111\u1ed9 tin c\u1eady cao h\u01a1n. \u0110i\u1ec1u n\u00e0y gi\u00fap Truy\u1ec1n mi\u1ec7ng \u0111\u1ee9ng th\u1ee9 2 trong x\u1ebfp h\u1ea1ng \u0111i\u1ec3m ti\u1ebfp x\u00fac th\u01b0\u01a1ng hi\u1ec7u (brand touchpoint), ch\u1ec9 sau TV (theo 250 nghi\u00ean c\u1ee9u v\u1ec1 touchpoint \u0111\u01b0\u1ee3c Kantar th\u1ef1c hi\u1ec7n trong giai \u0111o\u1ea1n 2015-2019).<\/p>\n<figure id=\"attachment_3411\" aria-describedby=\"caption-attachment-3411\" style=\"width: 646px\" class=\"wp-caption aligncenter\"><figcaption id=\"caption-attachment-3411\" class=\"wp-caption-text\">\u201cTruy\u1ec1n mi\u1ec7ng\u201d vai tr\u00f2 trong t\u01b0\u01a1ng lai c\u1ee7a ng\u00e0nh marketing<\/figcaption><\/figure>\n<p>Qua nghi\u00ean c\u1ee9u c\u1ee7a m\u00ecnh, ch\u00fang t\u00f4i c\u0169ng th\u1ea5y r\u1eb1ng ph\u1ee5 n\u1eef, nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ea1i c\u00e1c x\u00e3 h\u1ed9i c\u00f3 l\u1ed1i s\u1ed1ng c\u1ed9ng \u0111\u1ed3ng (so v\u1edbi c\u00e1c x\u00e3 h\u1ed9i c\u00f3 l\u1ed1i s\u1ed1ng c\u00e1 nh\u00e2n) nh\u01b0 \u1edf ch\u00e2u \u00c1, Nam M\u1ef9 ho\u1eb7c ch\u00e2u Phi c\u00f3 ph\u1ea3n h\u1ed3i t\u00edch c\u1ef1c h\u01a1n v\u1edbi \u201ctruy\u1ec1n mi\u1ec7ng\u201d. Ngo\u00e0i ra, \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ee7 \u0111\u1ed9ng ch\u1eb7n ho\u1eb7c tr\u00e1nh qu\u1ea3ng c\u00e1o (nh\u01b0 d\u00f9ng c\u00e1c d\u1ecbch v\u1ee5 premium streaming) hay c\u00e1c ng\u00e0nh h\u00e0ng c\u00f3 quy \u0111\u1ecbnh kh\u1eaft khe v\u1ec1 qu\u1ea3ng c\u00e1o, review v\u00e0 gi\u1edbi thi\u1ec7u c\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng h\u01a1n. \u0110i\u1ec1u ch\u1ec9nh c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing v\u1edbi t\u1eebng nh\u00f3m c\u1ee5 th\u1ec3 v\u00e0 cung c\u1ea5p n\u1ed9i dung \u0111\u00e1ng tin c\u1eady, mang t\u00ednh chia s\u1ebb ho\u1eb7c khuy\u1ebfn kh\u00edch gi\u1edbi thi\u1ec7u c\u00f3 th\u1ec3 kh\u01a1i g\u1ee3i t\u01b0\u01a1ng t\u00e1c t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u0110i\u1ec1u n\u00e0y s\u1ebd gi\u00fap t\u1ea1o ra ti\u1ebfng vang cho th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>D\u1ef1a tr\u00ean d\u1ef1 \u0111o\u00e1n c\u1ee7a Bezos, ch\u00fang t\u00f4i tin r\u1eb1ng \u201ctruy\u1ec1n mi\u1ec7ng\u201d s\u1ebd c\u00f3 vai tr\u00f2 ng\u00e0y m\u1ed9t quan tr\u1ecdng trong marketing, \u0111\u1eb7c bi\u1ec7t trong b\u1ed1i c\u1ea3nh ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang b\u1ecb cho\u00e1ng b\u1edfi r\u1ea5t nhi\u1ec1u l\u1ef1a ch\u1ecdn t\u01b0\u01a1ng t\u1ef1 nhau v\u00e0 c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng. Vi\u1ec7c s\u1eed d\u1ee5ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh, d\u1ecbch v\u1ee5 c\u00f3 s\u1eed d\u1ee5ng \u0111\u1ecbnh v\u1ecb v\u00e0 tr\u1ee3 l\u00ed \u1ea3o s\u1ebd \u0111\u1ea3m b\u1ea3o \u201ctruy\u1ec1n mi\u1ec7ng\u201d \u0111\u01b0\u1ee3c chia s\u1ebb d\u1ec5 d\u00e0ng v\u00e0 lan truy\u1ec1n nhanh ch\u00f3ng v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi h\u01a1n. Thu\u1eadt to\u00e1n c\u1ee7a tr\u1ee3 l\u00ed gi\u1ecdng n\u00f3i c\u0169ng d\u1ec5 d\u00e0ng x\u00e1c \u0111\u1ecbnh \u0111\u1ec1 xu\u1ea5t ph\u00f9 h\u1ee3p nh\u1ea5t v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ef1a tr\u00ean s\u1edf th\u00edch, \u0111\u1ecba \u0111i\u1ec3m, th\u1eddi gian\u2026<\/p>\n<p>B\u1ea1n \u0111\u00e3 c\u00f3 nh\u1eefng tr\u1ea3i nghi\u1ec7m n\u00e0o v\u1edbi \u201cTruy\u1ec1n mi\u1ec7ng\u201d? C\u00e1ch n\u00e0y c\u00f3 th\u1ec3 thay \u0111\u1ed5i t\u01b0\u01a1ng lai c\u1ee7a marketing kh\u00f4ng? 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Vai Tr\u00f2 Trong T\u01b0\u01a1ng Lai C\u1ee7a Ng\u00e0nh Marketing - Selected News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/selectednews.info\/vi\/truyen-mieng-vai-tro-trong-tuong-lai-cua-nganh-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"&quot;Truy\u1ec1n Mi\u1ec7ng&quot; Vai Tr\u00f2 Trong T\u01b0\u01a1ng Lai C\u1ee7a Ng\u00e0nh Marketing - Selected News\" \/>\n<meta property=\"og:description\" content=\"[ad_1] Khi ch\u00fang ta thu h\u1eb9p t\u00f9y ch\u1ecdn b\u1eb1ng c\u00e1ch \u0111\u1ecdc c\u00e1c review\u2026 th\u00ec truy\u1ec1n mi\u1ec7ng (Word of Mouth) c\u00f3 th\u1ec3 \u0111\u1ed3ng h\u00e0nh c\u00f9ng ch\u00fang ta trong su\u1ed1t h\u00e0nh tr\u00ecnh mua h\u00e0ng nh\u01b0 khi m\u1ed9t ng\u01b0\u1eddi b\u1ea1n b\u00ecnh lu\u1eadn v\u1edbi b\u1ea1n v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 (m\u1ed9t chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i ch\u1eb3ng h\u1ea1n). \u00d4ng Jeff [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/selectednews.info\/vi\/truyen-mieng-vai-tro-trong-tuong-lai-cua-nganh-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Selected News\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-13T05:52:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-07-13T05:52:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/selectednews.info\/vi\/wp-content\/uploads\/sites\/5\/2019\/07\/Truy\u1ec1n-Mi\u1ec7ng-Vai-Tr\u00f2-Trong-T\u01b0\u01a1ng-Lai-C\u1ee7a-Ng\u00e0nh-Marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"646\" \/>\n\t<meta property=\"og:image:height\" content=\"366\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"selectednews\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u0110\u01b0\u1ee3c vi\u1ebft b\u1edfi\" \/>\n\t<meta name=\"twitter:data1\" content=\"selectednews\" \/>\n\t<meta name=\"twitter:label2\" content=\"\u01af\u1edbc t\u00ednh th\u1eddi gian \u0111\u1ecdc\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 ph\u00fat\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/selectednews.info\\\/vi\\\/truyen-mieng-vai-tro-trong-tuong-lai-cua-nganh-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/selectednews.info\\\/vi\\\/truyen-mieng-vai-tro-trong-tuong-lai-cua-nganh-marketing\\\/\"},\"author\":{\"name\":\"selectednews\",\"@id\":\"https:\\\/\\\/selectednews.info\\\/vi\\\/#\\\/schema\\\/person\\\/c8a0f1bfe64548cfb06c0529b0970068\"},\"headline\":\"&#8220;Truy\u1ec1n Mi\u1ec7ng&#8221; 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