{"id":56,"date":"2019-04-18T04:47:36","date_gmt":"2019-04-18T01:47:36","guid":{"rendered":"https:\/\/selectednews.info\/vi\/3-chien-luoc-content-marketing-sang-tao-hieu-qua-tu-ogilvy\/"},"modified":"2020-12-02T15:51:38","modified_gmt":"2020-12-02T12:51:38","slug":"3-chien-luoc-content-marketing-sang-tao-hieu-qua-tu-ogilvy","status":"publish","type":"post","link":"https:\/\/selectednews.info\/vi\/3-chien-luoc-content-marketing-sang-tao-hieu-qua-tu-ogilvy\/","title":{"rendered":"3 Chi\u1ebfn L\u01b0\u1ee3c Content Marketing S\u00e1ng T\u1ea1o, Hi\u1ec7u Qu\u1ea3 T\u1eeb Ogilvy"},"content":{"rendered":"<p>\u201cContent is King\u201d \u2013 c\u00e2u ph\u00e1t bi\u1ec3u n\u0103m 1996 t\u1eeb v\u1ecb l\u00e3nh \u0111\u1ea1o m\u1ed9t trong nh\u1eefng t\u1eadp \u0111o\u00e0n l\u1edbn nh\u1ea5t h\u00e0nh tinh \u0111\u00e3 thay \u0111\u1ed5i m\u1ea1nh m\u1ebd th\u1ebf gi\u1edbi qu\u1ea3ng c\u00e1o, ho\u1eb7c ch\u00ed \u00edt c\u0169ng t\u1ea1o ra nh\u00ecn nh\u1eadn nghi\u00eam t\u00fac h\u01a1n v\u1ec1 y\u1ebfu t\u1ed1 \u2013 n\u1ed9i dung trong c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb.<\/p>\n<p>T\u1eeb c\u1ed9t m\u1ed1c \u0111\u00f3 \u0111\u1ebfn nay \u0111\u00e3 h\u01a1n hai th\u1eadp k\u1ef7, n\u1ed9i dung v\u1eabn l\u00e0 m\u00f3n \u201cv\u0169 kh\u00ed h\u1ea1ng n\u1eb7ng\u201d \u0111\u1ec3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng, b\u1ea5t k\u1ec3 th\u1eddi \u0111\u1ea1i \u0111\u00f3 b\u00f9ng n\u1ed5 nh\u1eefng b\u1ea3ng hi\u1ec7u kh\u1ed5ng l\u1ed3, h\u1ed9p qu\u1ea3ng c\u00e1o v\u00e0i centimet tr\u00ean t\u1ea1p ch\u00ed, b\u1ea3n nh\u1ea1c tr\u00ean radio v\u00e0 hay web-drama tr\u00ean YouTube.<\/p>\n<p>V\u1edbi s\u1ef1 b\u00f9ng n\u1ed5 c\u1ee7a th\u1ebf gi\u1edbi k\u1ef9 thu\u1eadt s\u1ed1, n\u1ed9i dung kh\u00f4ng c\u00f2n d\u1eebng l\u1ea1i \u1edf m\u1ed9t ph\u00eda, m\u00e0 \u0111\u00f2i h\u1ecfi th\u01b0\u01a1ng hi\u1ec7u n\u1ed7 l\u1ef1c hi\u1ec3u m\u00ecnh, hi\u1ec3u ng\u01b0\u1eddi. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 ba ph\u01b0\u01a1ng th\u1ee9c s\u00e1ng t\u1ea1o content trong th\u1eddi \u0111\u1ea1i digital marketing chi\u1ebfm l\u0129nh, v\u1eeba th\u1ea5u hi\u1ec3u h\u00e0nh vi v\u00e0 t\u00e2m l\u00fd ng\u01b0\u1eddi d\u00f9ng, v\u1eeba mang t\u00ednh lan truy\u1ec1n cao \u0111\u01b0\u1ee3c Ogilvy \u2013 m\u1ed9t trong nh\u1eefng agency qu\u1ea3ng c\u00e1o h\u00e0ng \u0111\u1ea7u hi\u1ec7n nay \u00e1p d\u1ee5ng.<\/p>\n<h2>Content t\u01b0\u01a1ng t\u00e1c \u2013 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i tho\u1ea1i v\u1edbi ng\u01b0\u1eddi d\u00f9ng<\/h2>\n<p>V\u1edbi s\u1ef1 b\u00f9ng n\u1ed5 c\u1ee7a th\u1ebf gi\u1edbi k\u1ef9 thu\u1eadt s\u1ed1, n\u1ed9i dung kh\u00f4ng c\u00f2n d\u1eebng l\u1ea1i \u1edf m\u1ed9t ph\u00eda, m\u00e0 \u0111\u00f2i h\u1ecfi th\u01b0\u01a1ng hi\u1ec7u n\u1ed7 l\u1ef1c hi\u1ec3u m\u00ecnh, hi\u1ec3u ng\u01b0\u1eddi.<\/p>\n<p>N\u1ed9i dung t\u01b0\u01a1ng t\u00e1c l\u00e0 m\u1ed9t trong nh\u1eefng c\u00e1ch th\u1ee9c s\u00e1ng t\u1ea1o n\u1ed9i dung xu\u1ea5t hi\u1ec7n t\u1eeb nh\u1eefng n\u0103m 70 c\u1ee7a th\u1ebf k\u1ef7 tr\u01b0\u1edbc. Interactive content n\u1eafm b\u1eaft ch\u1ee7 \u0111\u1ec1 v\u00e0 tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng quan t\u00e2m, t\u1eeb \u0111\u00f3 khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi d\u00f9ng t\u01b0\u01a1ng t\u00e1c v\u00e0 t\u1ea1o ra c\u00e1c cu\u1ed9c \u0111\u1ed1i tho\u1ea1i hai chi\u1ec1u gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u01b0\u1eddi d\u00f9ng. N\u1ed9i dung v\u1eeba mang ti\u1ebfng n\u00f3i th\u01b0\u01a1ng hi\u1ec7u v\u1eeba mang d\u1ea5u \u1ea5n c\u00e1 nh\u00e2n c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<\/p>\n<p>H\u00ecnh th\u00e1i \u0111\u01a1n gi\u1ea3n nh\u1ea5t c\u1ee7a d\u1ea1ng n\u1ed9i dung n\u00e0y l\u00e0 nh\u1eefng chi\u1ebfc h\u1ed9p \u0111o\u00e1n ch\u1eef hay sudoku tr\u00ean b\u00e1o in, d\u00e0nh cho nhu c\u1ea7u th\u01b0 gi\u00e3n, gi\u1ea3i tr\u00ed c\u1ee7a ng\u01b0\u1eddi \u0111\u1ecdc. \u0110\u1ed9c gi\u1ea3 bu\u1ed9c ph\u1ea3i t\u01b0\u01a1ng t\u00e1c v\u00e0 t\u1ea1o ra k\u1ebft qu\u1ea3 theo th\u1eddi gian th\u1ef1c. Khi smartphone, laptop k\u1ebft n\u1ed1i Internet ph\u1ed5 c\u1eadp ph\u1ea7n \u0111\u00f4ng d\u00e2n s\u1ed1, ng\u01b0\u1eddi ti\u00eau d\u00f9ng quen thu\u1ed9c v\u1edbi tr\u1ea3i nghi\u1ec7m tr\u00ean n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt s\u1ed1 th\u00ec interactive content c\u00e0ng ch\u1ee9ng t\u1ecf l\u1ee3i th\u1ebf c\u1ee7a m\u00ecnh.<\/p>\n<p>G\u1ea7n \u0111\u00e2y nh\u1ea5t, t\u1ea1i Vi\u1ec7t Nam, m\u1ed9t trong nh\u1eefng chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o k\u1ef9 thu\u1eadt s\u1ed1 t\u1ea1o n\u00ean c\u01a1n s\u1ed1t t\u01b0\u01a1ng t\u00e1c ng\u01b0\u1eddi d\u00f9ng \u0111\u1ebfn t\u1eeb cu\u1ed9c thi \u201cT\u00f3c \u0111\u1eb9p d\u01b0\u1edbi m\u1ecdi \u00e1nh \u0111\u00e8n\u201d c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u TRESemme. \u0110\u01a1n v\u1ecb \u0111\u1ee9ng sau to\u00e0n b\u1ed9 chi\u1ebfn d\u1ecbch l\u00e0 Ogilvy.<\/p>\n<p>\u201c\u00d4ng l\u1edbn\u201d ng\u00e0nh qu\u1ea3ng c\u00e1o t\u1ea1o m\u1ed9t lo\u1ea1t c\u00e1c h\u1ea1ng m\u1ee5c n\u1ed9i dung xuy\u00ean su\u1ed1t nh\u1eb1m k\u1ebft n\u1ed1i v\u00e0 t\u01b0\u01a1ng t\u00e1c v\u1edbi ng\u01b0\u1eddi d\u00f9ng. T\u01b0\u01a1ng t\u00e1c l\u00e0 t\u1eeb kho\u00e1 m\u00e0 Ogilvy c\u00f9ng TRESEmme \u0111\u00e3 \u00e1p d\u1ee5ng tr\u00ean m\u1ecdi m\u1eb7t tr\u1eadn content cho cu\u1ed9c thi.<\/p>\n<p>Chi\u1ebfn d\u1ecbch \u0111\u01b0\u1ee3c m\u1edf \u0111\u1ea7u v\u1edbi l\u1eddi k\u00eau g\u1ecdi tham gia \u201ccu\u1ed9c chi\u1ebfn spotlight\u201d t\u1eeb \u0111\u1ea1i di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u si\u00eau m\u1eabu Minh T\u00fa. Video ng\u1eafn g\u1ecdn, s\u00fac t\u00edch c\u00f9ng gi\u1ea3i th\u01b0\u1edfng gi\u00e1 tr\u1ecb l\u00e0 tr\u1edf th\u00e0nh g\u01b0\u01a1ng m\u1eb7t \u0111\u1ea1i di\u1ec7n c\u1ee7a TRESemme v\u00e0 m\u1ed9t chuy\u1ebfn \u0111i t\u1edbi New York Fashion Week, \u0111\u00e3 thu h\u00fat \u0111\u01b0\u1ee3c h\u00e0ng ngh\u00ecn c\u00f4 g\u00e1i y\u00eau l\u00e0m \u0111\u1eb9p v\u00e0 th\u1eddi trang \u0111\u0103ng k\u00fd tham d\u1ef1.<\/p>\n<p>\u0110\u1ec3 t\u1ed1i \u0111a t\u01b0\u01a1ng t\u00e1c ph\u1ea3n h\u1ed3i t\u1eeb nh\u00f3m th\u00ed sinh, Ogilvy t\u1ea1o ra 3 v\u00f2ng v\u1edbi nh\u1eefng ch\u1ee7 \u0111\u1ec1 ch\u1ee5p h\u00ecnh li\u00ean quan t\u1edbi t\u00f3c. V\u00f2ng \u0111\u1ea7u ti\u00ean \u0111\u00f2i h\u1ecfi th\u00ed sinh t\u1ef1 t\u1ea1o h\u00ecnh \u1ea3nh m\u00e1i t\u00f3c d\u01b0\u1edbi m\u1ecdi \u00e1nh \u0111\u00e8n. V\u00f2ng hai ti\u1ebfp t\u1ee5c v\u1edbi top 15 tham gia bu\u1ed5i ch\u1ee5p h\u00ecnh do th\u01b0\u01a1ng hi\u1ec7u t\u1ed5 ch\u1ee9c v\u1edbi ch\u1ee7 \u0111\u1ec1 Gi\u00e1ng Sinh. Top 5 s\u1ebd ch\u1ee5p h\u00ecnh v\u1edbi ch\u1ee7 \u0111\u1ec1 \u0111\u00e8n neon \u0111\u1ec3 t\u00ecm ra qu\u00e1n qu\u00e2n \u0111\u1ebfn New York. D\u1ec5 nh\u1eadn th\u1ea5y, t\u01b0\u01a1ng t\u00e1c t\u1eeb th\u00ed sinh s\u1ebd \u0111\u1ea3m b\u1ea3o hai y\u1ebfu t\u1ed1 s\u1ed1 l\u01b0\u1ee3ng v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng. Th\u01b0\u01a1ng hi\u1ec7u nghi\u1ec5m nhi\u00ean s\u1edf h\u1eefu h\u00e0ng ngh\u00ecn s\u1ea3n ph\u1ea9m h\u00ecnh \u1ea3nh mang \u0111\u1eadm \u0111\u1eb7c tr\u01b0ng, t\u00ednh c\u00e1ch v\u00e0 d\u1ea5u \u1ea5n ng\u01b0\u1eddi d\u00f9ng.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/TjBo21lHM1E?rel=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p>B\u00ean c\u1ea1nh \u201cng\u01b0\u1eddi v\u00e0o cu\u1ed9c\u201d, chi\u1ebfn d\u1ecbch c\u00f2n k\u00e9o theo t\u01b0\u01a1ng t\u00e1c t\u1eeb \u0111\u00f4ng \u0111\u1ea3o ng\u01b0\u1eddi theo d\u00f5i tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i. Kh\u00f4ng ch\u1ec9 s\u1eed d\u1ee5ng ch\u1ee7 \u0111\u1ec1 Gi\u00e1ng sinh v\u00e0 \u0111\u00e8n neon ph\u00f9 h\u1ee3p v\u1edbi kh\u00f4ng kh\u00ed l\u1ec5 h\u1ed9i v\u00e0o th\u1eddi \u0111i\u1ec3m cu\u1ed9c thi di\u1ec5n ra, to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh c\u1ee7a cu\u1ed9c thi \u0111\u1ec1u \u0111\u01b0\u1ee3c ph\u00e1t s\u00f3ng tr\u1ef1c ti\u1ebfp (livestream) tr\u00ean Facebook n\u01a1i ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 g\u1eedi b\u00ecnh lu\u1eadn v\u00e0 trao \u0111\u1ed5i \u00fd ki\u1ebfn t\u1ee9c th\u1eddi c\u00f9ng c\u00e1c gi\u00e1m kh\u1ea3o v\u00e0 host. Song song, th\u01b0\u01a1ng hi\u1ec7u c\u00f2n c\u00f3 c\u00e1c content v\u1ec7 tinh nh\u01b0 video c\u00e1c th\u00ed sinh chia s\u1ebb b\u00ed quy\u1ebft ch\u0103m s\u00f3c t\u00f3c hay behind the scene qu\u00e1 tr\u00ecnh d\u1ef1 thi c\u1ee7a c\u00e1c th\u00ed sinh.<\/p>\n<p>H\u00ecnh \u1ea3nh c\u00e1c th\u00ed sinh trong v\u00f2ng 2 mang ch\u1ee7 \u0111\u1ec1 Gi\u00e1ng Sinh.<br \/>\n<img loading=\"lazy\" decoding=\"async\" title=\"C\u00e1c th\u00ed sinh trong V\u00f2ng 3 mang ch\u1ee7 \u0111\u1ec1 Neon Light.\" src=\"https:\/\/selectednews.info\/vi\/wp-content\/uploads\/sites\/5\/2019\/04\/1555552055_474_3-Chien-Luoc-Content-Marketing-Sang-Tao-Hieu-Qua-Tu.jpg\" alt=\"C\u00e1c th\u00ed sinh trong V\u00f2ng 3 mang ch\u1ee7 \u0111\u1ec1 Neon Light.\" width=\"700\" height=\"461\" \/><\/p>\n<p>C\u00e1c th\u00ed sinh trong V\u00f2ng 3 mang ch\u1ee7 \u0111\u1ec1 Neon Light.<\/p>\n<p>Nh\u1edd nh\u1eefng content t\u01b0\u01a1ng t\u00e1c trong chi\u1ebfn d\u1ecbch \u201cT\u00f3c \u0111\u1eb9p d\u01b0\u1edbi m\u1ecdi \u00e1nh \u0111\u00e8n\u201d n\u00e0y, TRESemme tr\u1edf th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u c\u00f3 share of voice \u0111\u1ee9ng th\u1ee9 1 th\u00e1ng 12\/2018 v\u00e0 th\u1ee9 3 nguy\u00ean n\u0103m 2018 cho to\u00e0n ng\u00e0nh h\u00e0ng ch\u0103m s\u00f3c t\u00f3c \u1edf Vi\u1ec7t Nam. M\u1eb7c d\u00f9 l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u r\u1ea5t m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam v\u00e0 ph\u1ea3i ch\u1ecbu s\u1ef1 c\u1ea1nh tranh gay g\u1eaft v\u1ec1 n\u1ed9i dung trong d\u1ecbp cu\u1ed1i n\u0103m t\u1eeb h\u00e0ng lo\u1ea1t c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c, nh\u01b0ng nh\u1eefng th\u00e0nh qu\u1ea3 m\u00e0 TRESemme \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111\u00e3 ch\u1ee9ng t\u1ecf n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c l\u00e0 m\u1ed9t h\u01b0\u1edbng \u0111i \u0111\u00fang cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1.<\/p>\n<h2>Content c\u1ed9ng t\u00e1c \u2013 th\u01b0\u01a1ng hi\u1ec7u b\u1eaft tay ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng<\/h2>\n<p>Content c\u1ed9ng t\u00e1c l\u00e0 h\u00ecnh th\u1ee9c n\u1ed9i dung khi th\u01b0\u01a1ng hi\u1ec7u b\u1eaft tay c\u00f9ng c\u00e1c nh\u00e2n v\u1eadt c\u00f3 \u1ea3nh h\u01b0\u1edfng, t\u1eeb \u0111\u00f3 ra \u0111\u1eddi nh\u1eefng n\u1ed9i dung c\u00f3 t\u00ednh m\u1ee5c \u0111\u00edch. Ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng \u1edf \u0111\u00e2y c\u00f3 th\u1ec3 l\u00e0 ngh\u1ec7 s\u0129, ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng ho\u1eb7c chuy\u00ean gia, ng\u01b0\u1eddi nghi\u00ean c\u1ee9u v\u1ec1 l\u0129nh v\u1ef1c li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m.<\/p>\n<p>Kh\u00e1c v\u1edbi th\u1eadp k\u1ef7 tr\u01b0\u1edbc, c\u00e1c chi\u1ebfn d\u1ecbch content c\u1ed9ng t\u00e1c hi\u1ec7n t\u1ea1i kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n \u0111\u1eb7t qu\u1ea3ng c\u00e1o s\u1ea3n ph\u1ea9m v\u00e0o l\u1eddi ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng. \u0110\u1eb7c bi\u1ec7t, khi m\u1ea1ng x\u00e3 h\u1ed9i ph\u00e1t tri\u1ec3n chi\u1ebfm l\u0129nh v\u00e0 l\u1ea5n \u00e1t c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u1ed1ng nh\u01b0 TV, th\u00ec nh\u1eefng \u0111o\u1ea1n video qu\u1ea3ng c\u00e1o h\u00e0ng tri\u1ec7u USD v\u1edbi h\u00ecnh \u1ea3nh ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng th\u1eadm ch\u00ed c\u00f3 th\u1ec3 kh\u00f4ng hi\u1ec7u qu\u1ea3 b\u1eb1ng m\u1ed9t vlog t\u1ef1 nhi\u00ean c\u1ee7a m\u1ed9t KOL.<\/p>\n<p>Ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 v\u1eeba l\u01b0\u1edbt Facebook, v\u1eeba xem video tr\u00ean YouTube, trong khi kh\u00f4ng ng\u1eebng qu\u00e9t stories tr\u00ean Instagram. Ch\u00ednh nh\u1eefng influencer ph\u1ea3i tr\u1ef1c ti\u1ebfp t\u01b0\u01a1ng t\u00e1c, s\u1eed d\u1ee5ng, \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m, sau \u0111\u00f3 \u0111\u0103ng t\u1ea3i l\u00ean c\u00e1c n\u1ec1n t\u1ea3ng social \u0111\u1ec3 ti\u1ebfp c\u1eadn ng\u01b0\u1eddi d\u00f9ng. Th\u01b0\u01a1ng hi\u1ec7u c\u0169ng c\u00f3 th\u1ec3 th\u00f4ng qua c\u00e1c th\u1ebf m\u1ea1nh c\u1ee7a t\u1eebng KOL nh\u01b0 \u00e2m nh\u1ea1c, \u0111i\u1ec7n \u1ea3nh, phim ng\u1eafn h\u00e0i h\u01b0\u1edbc\u2026 \u0111\u1ec3 l\u1ed3ng gh\u00e9p th\u00f4ng \u0111i\u1ec7p s\u1ea3n ph\u1ea9m m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean, ti\u1ebfp c\u1eadn c\u00f4ng ch\u00fang c\u1ee7a ngh\u1ec7 s\u0129, ng\u01b0\u1eddi \u1ea3nh h\u01b0\u1edfng \u0111\u00f3.<\/p>\n<p>\u0110\u01a1n c\u1eed, v\u00e0o ng\u00e0y 8\/3 v\u1eeba qua, \u0111\u1ec3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p \u201cT\u1ef1 do th\u1ea3 m\u00ecnh trong t\u1eebng ki\u1ec3u t\u00f3c\u201d m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, m\u1ea1nh m\u1ebd nh\u01b0ng kh\u00f4ng \u1ed3n \u00e0o, khoa tr\u01b0\u01a1ng, Dove \u0111\u00e3 c\u00f9ng Trang \u2013 ca nh\u1ea1c s\u0129 indie cho ra \u0111\u1eddi b\u00e0i h\u00e1t \u201cGi\u1eef Cho Em M\u1ed9t Th\u1ebf Gi\u1edbi\u201d. Sau 3 ng\u00e0y, video \u0111\u00e3 nh\u1eadn \u0111\u01b0\u1ee3c 7.1 tri\u1ec7u l\u01b0\u1ee3t xem c\u00f9ng h\u00e0ng lo\u1ea1t b\u00ecnh lu\u1eadn t\u00edch c\u1ef1c tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i.<\/p>\n<p>L\u00e0 th\u01b0\u01a1ng hi\u1ec7u v\u1edbi tri\u1ebft l\u00fd \u0111\u1ec1 cao \u201cReal Beauty\u201d (V\u1ebb \u0111\u1eb9p ch\u00e2n th\u1ef1c), vi\u1ec7c h\u1ee3p t\u00e1c c\u00f9ng m\u1ed9t ngh\u1ec7 s\u0129 phong c\u00e1ch m\u1ed9c m\u1ea1c v\u00e0 d\u1ecbu d\u00e0ng kh\u00f4ng ch\u1ec9 gi\u00fap Dove ti\u1ebfp c\u1eadn c\u00e1c nh\u00f3m ti\u1ec3u v\u0103n ho\u00e1 v\u1edbi li\u00ean k\u1ebft s\u00e2u r\u1ed9ng m\u00e0 c\u00f2n ghi d\u1ea5u \u1ea5n t\u00ednh c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean v\u1edbi ng\u01b0\u1eddi d\u00f9ng m\u1ee5c ti\u00eau.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/Y3mv2eP2KWg?rel=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/selectednews.info\/vi\/wp-content\/uploads\/sites\/5\/2019\/04\/1555552055_141_3-Chien-Luoc-Content-Marketing-Sang-Tao-Hieu-Qua-Tu.jpg\" alt=\"3 chi\u1ebfn l\u01b0\u1ee3c content marketing s\u00e1ng t\u1ea1o, hi\u1ec7u qu\u1ea3 t\u1eeb Ogilvy\" width=\"700\" height=\"415\" \/><\/p>\n<p><em>B\u00ecnh lu\u1eadn c\u1ee7a ng\u01b0\u1eddi d\u00f9ng tr\u00ean k\u00eanh YouTube c\u1ee7a Dove.<\/em><\/p>\n<h2>Content kho\u1ea3nh kh\u1eafc \u2013 th\u01b0\u01a1ng hi\u1ec7u b\u1eaft nh\u1ecbp tr\u00e0o l\u01b0u<\/h2>\n<p>\u0110\u1ec3 thu h\u00fat s\u1ef1 ch\u00fa \u00fd v\u00e0 li\u00ean t\u1ee5c hi\u1ec7n di\u1ec7n trong t\u00e2m tr\u00ed ng\u01b0\u1eddi d\u00f9ng, content c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u00fang l\u00fac m\u00e0 c\u00f2n c\u1ea7n k\u1ecbp th\u1eddi. Real time tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i c\u1ee7a nhi\u1ec1u chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb. V\u1edbi c\u00e1c content l\u01b0\u1edbt theo s\u00f3ng tr\u00e0o l\u01b0u v\u0103n ho\u00e1 v\u00e0 t\u01b0 t\u01b0\u1edfng, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ch\u1edbp th\u1eddi c\u01a1 \u0111\u1ec3 ghi d\u1ea5u \u1ea5n trong l\u00f2ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u1ed3ng th\u1eddi \u0111\u01b0a danh ti\u1ebfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u01b0\u01a1n xa.<\/p>\n<p>\u1ede g\u00f3c \u0111\u1ed9 ng\u01b0\u1eddi d\u00f9ng, b\u1ea1n g\u1ea7n nh\u01b0 c\u00f3 th\u1ec3 b\u1eaft g\u1eb7p nh\u1eefng real-time marketing content m\u1ecdi n\u01a1i. \u0110\u01a1n c\u1eed, c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t \u0111i\u1ec7n tho\u1ea1i s\u00e1ng t\u1ea1o c\u00e1c phi\u00ean b\u1ea3n smartphone g\u1eafn li\u1ec1n v\u1edbi b\u1ed9 phim si\u00eau anh h\u00f9ng, s\u1ef1 ki\u1ec7n th\u1ec3 thao m\u1edbi nh\u1ea5t. iPhone ra m\u1eaft d\u00f2ng s\u1ea3n ph\u1ea9m PRODUCT(RED) \u0111\u1ec3 \u0111\u1ed3ng h\u00e0nh c\u00f9ng c\u00e1c ho\u1ea1t \u0111\u1ed9ng c\u1ed9ng \u0111\u1ed3ng v\u1ec1 HIV\/AIDS. Nh\u1eefng giai \u0111i\u1ec7u \u0111ang th\u1ecbnh h\u00e0nh tr\u00ean b\u1ea3ng x\u1ebfp h\u1ea1ng \u0111\u01b0\u1ee3c vi\u1ebft l\u1ea1i l\u1eddi h\u00e1t nh\u1eb1m gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m.<\/p>\n<p>M\u1ed9t v\u00ed d\u1ee5 g\u1ea7n g\u0169i h\u01a1n, trong d\u00f2ng h\u1ed9i ngh\u1ecb th\u01b0\u1ee3ng \u0111\u1ec9nh M\u1ef9 \u2013 Tri\u1ec1u v\u1eeba qua, khi d\u01b0 lu\u1eadn d\u00f5i theo theo t\u1eebng di\u1ec5n bi\u1ebfn s\u1ef1 ki\u1ec7n, th\u01b0\u01a1ng hi\u1ec7u bia S\u00e0i G\u00f2n \u0111\u00e3 t\u1ea1o n\u00ean m\u1ed9t l\u00e0n s\u00f3ng viral ch\u1ec9 v\u1edbi m\u1ed9t b\u1ee9c \u1ea3nh \u0111\u0103ng tr\u00ean fanpage. Theo \u0111\u00f3, h\u00ecnh \u1ea3nh hai c\u1ed1c bia v\u1edbi l\u1edbp b\u1ecdt t\u1ea1o h\u00ecnh theo ki\u1ec3u t\u00f3c ti\u00eau bi\u1ec3u c\u1ee7a hai l\u00e3nh \u0111\u1ea1o Donald Trump v\u00e0 Kim Jong Un c\u00f9ng th\u00f4ng \u0111i\u1ec7p \u201cU\u1ed1ng m\u1eebng h\u00f2a b\u00ecnh\u201d kh\u00f4ng ch\u1ec9 ho\u00e0 nh\u1ecbp c\u00f9ng th\u00f4ng \u0111i\u1ec7p s\u1ef1 ki\u1ec7n m\u00e0 c\u00f2n th\u1ec3 hi\u1ec7n t\u00ednh c\u00e1ch d\u00ed d\u1ecfm, d\u1ec5 g\u1ea7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. N\u1ed9i dung n\u00e0y \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c g\u1ea7n 200.000 l\u01b0\u1ee3t t\u01b0\u01a1ng t\u00e1c, bao g\u1ed3m 1.600 b\u00ecnh lu\u1eadn v\u00e0 1.000 l\u01b0\u1ee3t chia s\u1ebb \u2013 nh\u1eefng con s\u1ed1 r\u1ea5t \u1ea5n t\u01b0\u1ee3ng, k\u1ec3 c\u1ea3 \u0111\u1ed1i v\u1edbi nh\u1eefng trang m\u1ea1ng x\u00e3 h\u1ed9i c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u c\u00f3 l\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i l\u1edbn nh\u01b0 Bia S\u00e0i G\u00f2n.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" title=\"3 chi\u1ebfn l\u01b0\u1ee3c content marketing s\u00e1ng t\u1ea1o, hi\u1ec7u qu\u1ea3 t\u1eeb Ogilvy\" src=\"https:\/\/selectednews.info\/vi\/wp-content\/uploads\/sites\/5\/2019\/04\/1555552056_994_3-Chien-Luoc-Content-Marketing-Sang-Tao-Hieu-Qua-Tu.jpg\" alt=\"3 chi\u1ebfn l\u01b0\u1ee3c content marketing s\u00e1ng t\u1ea1o, hi\u1ec7u qu\u1ea3 t\u1eeb Ogilvy\" width=\"0\" height=\"0\" \/><\/p>\n<p>V\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n kh\u00f4ng ng\u1eebng c\u1ee7a k\u1ef9 thu\u1eadt s\u1ed1, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 agency ng\u00e0y nay c\u1ea7n thay \u0111\u1ed5i \u0111\u1ec3 th\u00edch nghi, nhanh nh\u1ea1y n\u1eafm b\u1eaft nh\u1eefng tr\u00e0o l\u01b0u m\u1edbi, \u0111\u1ed3ng th\u1eddi l\u00e0m vi\u1ec7c ch\u1eb7t ch\u1ebd c\u00f9ng nhau \u0111\u1ec3 cho ra nh\u1eefng content s\u00e1ng t\u1ea1o trong th\u1eddi gian c\u1ef1c ng\u1eafn.<\/p>\n<h2>N\u1ed9i dung \u2013 b\u1ec7 ph\u00f3ng cho \u201cagency c\u1ee7a t\u01b0\u01a1ng lai\u201d<\/h2>\n<p>D\u00f9 h\u00ecnh th\u00e1i thi\u00ean bi\u1ebfn v\u1ea1n ho\u00e1, th\u00e1ch th\u1ee9c \u0111\u1eb7t ra cho th\u01b0\u01a1ng hi\u1ec7u l\u1eabn c\u00e1c agency ch\u1ec9 c\u00f3 m\u1ed9t. \u0110\u00f3 l\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn h\u00e0nh vi v\u00e0 l\u1ef1a ch\u1ecdn mua h\u00e0ng c\u1ee7a h\u1ecd.<\/p>\n<p>Trong m\u1ee5c ti\u00eau tr\u1edf th\u00e0nh \u201cCreative Agency c\u1ee7a t\u01b0\u01a1ng lai\u2019, ng\u00e0y 15\/3 t\u1edbi \u0111\u00e2y, Ogilvy Vi\u1ec7t Nam s\u1ebd ch\u00ednh th\u1ee9c ra m\u1eaft Ogilvy Content Studio nh\u1eb1m \u0111\u00e1p l\u1ea1i nhu c\u1ea7u c\u1ea5p b\u00e1ch v\u1ec1 c\u1ea3 s\u1ed1 l\u01b0\u1ee3ng v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng content trong th\u1eddi \u0111\u1ea1i s\u1ed1 c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>C\u00f9ng v\u1edbi s\u1ef1 ra m\u1eaft \u0111\u01a1n v\u1ecb s\u1ea3n xu\u1ea5t n\u1ed9i dung s\u1ed1 m\u1edbi, \u201c\u00f4ng l\u1edbn\u201d ng\u00e0nh qu\u1ea3ng c\u00e1o \u0111\u1ed3ng th\u1eddi tri\u1ec3n khai Tu\u1ea7n l\u1ec5 Ogilvy Week (15-22\/3\/2019)nh\u00e2n s\u1ef1 ki\u1ec7n H\u1ed9i ngh\u1ecb L\u00e3nh \u0111\u1ea1o CATBD c\u1ee7a Ogilvy \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c t\u1ea1i \u0110\u00e0 N\u1eb5ng. M\u1ee5c \u0111\u00edch nh\u1eb1m th\u1ea3o lu\u1eadn v\u1ec1 t\u01b0\u01a1ng lai ng\u00e0nh truy\u1ec1n th\u00f4ng s\u00e1ng t\u1ea1o t\u1ea1i Vi\u1ec7t Nam. Nh\u1eefng n\u1ed9i dung th\u1ea3o lu\u1eadn bao g\u1ed3m: \u0111i\u1ec3m l\u1ea1i c\u00e1c chi\u1ebfn d\u1ecbch \u1ea5n t\u01b0\u1ee3ng nh\u1ea5t c\u1ee7a Ogilvy tr\u00ean to\u00e0n ch\u00e2u \u00c1; nh\u00ecn v\u1ec1 t\u01b0\u01a1ng lai ng\u00e0nh qu\u1ea3ng c\u00e1o ch\u00e2u \u00c1 \u0111\u1ebfn 2021; t\u1ea7m nh\u00ecn \u201cCreative Agency of the Future\u201d; ti\u00eau chu\u1ea9n l\u00e0m n\u00ean \u201cagency c\u1ee7a t\u01b0\u01a1ng lai\u201d. Chuy\u00ean bi\u1ec7t cho c\u00e1c content marketer s\u1ebd l\u00e0 phi\u00ean th\u1ea3o lu\u1eadn Xu h\u01b0\u1edbng N\u1ed9i Dung S\u00e1ng T\u1ea1o (Creative Content) &amp; Chuy\u1ec3n \u0110\u1ed5i S\u1ed1 Ho\u00e1 (Digital Transformation) trong b\u1ed1i c\u1ea3nh kinh doanh m\u1edbi t\u1ea1i Vi\u1ec7t Nam.<\/p>\n<p>Chu\u1ed7i s\u1ef1 ki\u1ec7n c\u1ee7a Ogilvy m\u1edf \u0111\u1ea7u t\u1ea1i TP.HCM b\u1eb1ng tri\u1ec3n l\u00e3m T\u1eadn C\u00f9ng V\u0169 Tr\u1ee5 Content (18-20h, th\u1ee9 S\u00e1u 15\/3) theo h\u00ecnh th\u1ee9c \u0111a tr\u1ea3i nghi\u1ec7m tr\u01b0ng b\u00e0y nh\u1eefng s\u1ea3n ph\u1ea9m s\u00e1ng t\u1ea1o c\u1ee7a Ogilvy Content Studio gi\u00fap ng\u01b0\u1eddi xem t\u00ecm hi\u1ec3u ph\u01b0\u01a1ng th\u1ee9c \u1ee9ng d\u1ee5ng data \u0111\u1ec3 k\u00edch ho\u1ea1t c\u1ed7 m\u00e1y s\u00e1ng t\u1ea1o v\u00e0 nh\u00ecn l\u1ea1i c\u00e1ch content \u0111\u00e3 g\u00f3p ph\u1ea7n khai ph\u00f3ng v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u Vi\u1ec7t Nam.<\/p>\n<p style=\"text-align: right;\">* Ngu\u1ed3n: Ogilvy<\/p>\n<h4>B\u1ea3n tin Marketing &amp; Startup 2019<\/h4>\n<p>\u0110\u0103ng k\u00fd th\u00e0nh c\u00f4ng.<\/p>\n<p>C\u00f3 l\u1ed7i x\u1ea3y ra<\/p>\n<p><a href=\"https:\/\/ezo.vn\/3-chien-luoc-content-marketing-sang-tao-ogilvy.html#utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=3-chien-luoc-content-marketing-sang-tao-ogilvy\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cContent is King\u201d \u2013 c\u00e2u ph\u00e1t bi\u1ec3u n\u0103m 1996 t\u1eeb v\u1ecb l\u00e3nh \u0111\u1ea1o m\u1ed9t trong nh\u1eefng t\u1eadp \u0111o\u00e0n l\u1edbn nh\u1ea5t h\u00e0nh tinh \u0111\u00e3 thay \u0111\u1ed5i m\u1ea1nh m\u1ebd th\u1ebf gi\u1edbi qu\u1ea3ng c\u00e1o, ho\u1eb7c ch\u00ed \u00edt c\u0169ng t\u1ea1o ra nh\u00ecn nh\u1eadn nghi\u00eam t\u00fac h\u01a1n v\u1ec1 y\u1ebfu t\u1ed1 \u2013 n\u1ed9i dung trong c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb. T\u1eeb [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":57,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-56","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-xu-huong-tiep-thi-truc-tuyen"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Chi\u1ebfn L\u01b0\u1ee3c Content Marketing S\u00e1ng T\u1ea1o, Hi\u1ec7u Qu\u1ea3 T\u1eeb Ogilvy - 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\/3-chien-luoc-content-marketing-sang-tao-hieu-qua-tu-ogilvy\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Chi\u1ebfn L\u01b0\u1ee3c Content Marketing S\u00e1ng T\u1ea1o, Hi\u1ec7u Qu\u1ea3 T\u1eeb Ogilvy - Selected News\" \/>\n<meta property=\"og:description\" content=\"\u201cContent is King\u201d \u2013 c\u00e2u ph\u00e1t bi\u1ec3u n\u0103m 1996 t\u1eeb v\u1ecb l\u00e3nh \u0111\u1ea1o m\u1ed9t trong nh\u1eefng t\u1eadp \u0111o\u00e0n l\u1edbn nh\u1ea5t h\u00e0nh tinh \u0111\u00e3 thay \u0111\u1ed5i m\u1ea1nh m\u1ebd th\u1ebf gi\u1edbi qu\u1ea3ng c\u00e1o, ho\u1eb7c ch\u00ed \u00edt c\u0169ng t\u1ea1o ra nh\u00ecn nh\u1eadn nghi\u00eam t\u00fac h\u01a1n v\u1ec1 y\u1ebfu t\u1ed1 \u2013 n\u1ed9i dung trong c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb. 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