{"id":35843,"date":"2023-12-08T11:24:53","date_gmt":"2023-12-08T11:24:53","guid":{"rendered":"https:\/\/masterskills.org\/blog\/nha-dieu-hanh-marketing-so-chief-digital-officer-cdo-la-chuc-vu-gi.html"},"modified":"2023-12-23T21:01:13","modified_gmt":"2023-12-23T14:01:13","slug":"nha-dieu-hanh-marketing-so-chief-digital-officer-cdo-la-chuc-vu-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/nha-dieu-hanh-marketing-so-chief-digital-officer-cdo-la-chuc-vu-gi.html","title":{"rendered":"Nh\u00e0 \u0111i\u1ec1u h\u00e0nh marketing s\u1ed1 (Chief Digital Officer – CDO) l\u00e0 ch\u1ee9c v\u1ee5 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (\u1ea2nh: The Leadership Network)<\/p>\n<\/figcaption><\/figure>\n

Nh\u00e0 \u0111i\u1ec1u h\u00e0nh marketing s\u1ed1<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Nh\u00e0 \u0111i\u1ec1u h\u00e0nh marketing s\u1ed1<\/b> trong ti\u1ebfng Anh l\u00e0 Chief Digital Officer<\/b>; vi\u1ebft t\u1eaft l\u00e0\u00a0CDO<\/b>.<\/p>\n

V\u1edbi nhi\u1ec1u t\u1eadp \u0111o\u00e0n, nh\u00e0 \u0111i\u1ec1u h\u00e0nh marketing s\u1ed1 (CDO)<\/i> l\u00e0 s\u1ef1 giao thoa gi\u1eefa hai v\u1ecb tr\u00ed gi\u00e1m \u0111\u1ed1c marketing (Chief Marketing Officer – CMO) v\u00e0 nh\u00e0 \u0111i\u1ec1u h\u00e0nh c\u00f4ng ngh\u1ec7 th\u00f4ng tin (Chief Information Officer – CIO), ng\u01b0\u1eddi \u0111\u1ee9ng \u0111\u1ea7u m\u1ea3ng c\u00f4ng ngh\u1ec7 th\u00f4ng tin (IT) c\u1ee7a doanh nghi\u1ec7p. Xu h\u01b0\u1edbng m\u1edbi n\u00e0y cho th\u1ea5y s\u1ef1 khu\u1ebfch tr\u01b0\u01a1ng m\u1ea1nh m\u1ebd c\u1ee7a marketing k\u0129 thu\u1eadt s\u1ed1 trong \u0111\u1eddi s\u1ed1ng, s\u1ea3n xu\u1ea5t v\u00e0 kinh doanh.<\/p>\n

X\u00e9t v\u1ec1 ch\u1ee9c danh, c\u00e1c CDO <\/i>s\u00e1nh ngang v\u1edbi c\u00e1c nh\u00e0 \u0111i\u1ec1u h\u00e0nh marketing n\u00f3i chung (CMO), nh\u01b0ng l\u1ea1i ch\u1ec9 lo v\u1ec1 m\u1ea3ng truy\u1ec1n th\u00f4ng s\u1ed1.<\/p>\n

Hi\u1ec3u v\u1ec1 Nh\u00e0 \u0111i\u1ec1u h\u00e0nh marketing s\u1ed1<\/font><\/h3>\n

C\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng d\u1ef1a tr\u00ean n\u1ec1n t\u1ea3ng IT c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec3m m\u1ea1nh, nh\u01b0: t\u00ednh t\u1ee9c th\u1eddi, lan truy\u1ec1n, hi\u1ec7u qu\u1ea3… v\u1ed1n \u0111ang tr\u1edf th\u00e0nh m\u1ed9t m\u1ea3ng quan tr\u1ecdng kh\u00f4ng th\u1ec3 thi\u1ebfu trong s\u00e1ch l\u01b0\u1ee3c marketing c\u1ee7a m\u1ed7i doanh nghi\u1ec7p.<\/p>\n

Theo m\u1ed9t d\u1ef1 \u0111o\u00e1n c\u1ee7a Gartner, , c\u00e1c CMO s\u1ebd c\u00f3 c\u00e1c ph\u00e1t tri\u1ec3n c\u00f4ng ngh\u1ec7 d\u1ef1a tr\u00ean n\u1ec1n t\u1ea3ng IT nhi\u1ec1u h\u01a1n ch\u00ednh nh\u1eefng ng\u01b0\u1eddi \u0111\u1ed3ng c\u1ea5p l\u00e0m IT. Ph\u1ea7n l\u1edbn c\u00e1c c\u00f4ng ngh\u1ec7 n\u00e0y s\u1ebd t\u1eadp trung v\u00e0o s\u00e1ng ki\u1ebfn c\u1ea3i ti\u1ebfn qu\u1ea3n l\u00ed marketing v\u00e0 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed.<\/p>\n

C\u00e1ch \u0111\u00e2y 5 n\u0103m, vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c m\u1ea3ng c\u00f4ng ngh\u1ec7 cao c\u00f2n \u0111\u01b0\u1ee3c coi l\u00e0 vi\u1ec7c l\u00e0m ch\u1ee9a \u0111\u1ef1ng nhi\u1ec1u th\u00e1ch th\u1ee9c v\u00e0 r\u1ee7i ro. Vi\u1ec7c th\u00edch \u1ee9ng v\u1edbi c\u00f4ng ngh\u1ec7 m\u1edbi n\u00e0y c\u0169ng kh\u00f4ng ph\u1ea3i d\u1ec5 d\u00e0ng g\u00ec \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p. C\u00f4ng ngh\u1ec7 qu\u1ea3ng c\u00e1o s\u1ed1 th\u01b0\u1eddng \u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t th\u00e1ch th\u1ee9c, ch\u1ee9a \u0111\u1ef1ng s\u1ef1 kh\u00f3 kh\u0103n, d\u1ec5 l\u00e0m n\u1ea3n l\u00f2ng ng\u01b0\u1eddi v\u00e0 h\u01a1n h\u1ebft n\u00f3 \u0111\u00f2i h\u1ecfi t\u1ed1c \u0111\u1ed9, m\u1ed9t v\u1ea5n \u0111\u1ec1 \u0111\u01b0\u1ee3c coi l\u00e0 nan gi\u1ea3i \u1edf c\u00e1c t\u1eadp \u0111o\u00e0n l\u1edbn.<\/p>\n

C\u00f4ng ty c\u00e0ng l\u1edbn, t\u1ed1c \u0111\u1ed9 thay \u0111\u1ed5i c\u00e0ng ch\u1eadm. Ngo\u00e0i ra, v\u1ea5n \u0111\u1ec1 \u0111\u1ed5i m\u1edbi c\u00f2n li\u00ean quan t\u1edbi v\u0103n h\u00f3a doanh nghi\u1ec7p. R\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p g\u1eb7p kh\u00f3 kh\u0103n nghi\u00eam tr\u1ecdng khi \u0111\u1ed5i m\u1edbi \u0111\u01b0\u1eddng l\u1ed1i qu\u1ea3ng c\u00e1o \u0111\u1ec3 ti\u1ebfp c\u1eadn xu h\u01b0\u1edbng qu\u00e1 m\u1edbi m\u1ebb, \u0111\u00f2i h\u1ecfi s\u1ef1 hi\u1ec3u bi\u1ebft k\u0129 thu\u1eadt s\u00e2u s\u1eafc.<\/p>\n

R\u1ea5t nhi\u1ec1u c\u00f4ng ty \u1edf M\u1ef9 \u0111\u00e3 gi\u1ea3i quy\u1ebft th\u1ef1c tr\u1ea1ng n\u00e0y b\u1eb1ng c\u00e1ch mua l\u1ea1i doanh nghi\u1ec7p m\u1edbi th\u00e0nh l\u1eadp v\u00e0 s\u1eb5n s\u00e0ng th\u1eed nghi\u1ec7m c\u00e1c \u0111\u1ed5i m\u1edbi ngay t\u1eeb nh\u1eefng ng\u00e0y \u0111\u1ea7u ti\u1ebfp qu\u1ea3n. Tuy nhi\u00ean, vi\u1ec7c n\u00e0y c\u0169ng kh\u00f4ng m\u1ea5y th\u00e0nh c\u00f4ng do xung \u0111\u1ed9t v\u1ec1 v\u0103n h\u00f3a doanh nghi\u1ec7p, v\u0103n h\u00f3a qu\u1ea3n tr\u1ecb.<\/p>\n

T\u1eeb \u0111\u00f3, vi\u1ec7c b\u1ed5 nhi\u1ec7m CDO <\/i>\u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t c\u00e1ch hay h\u01a1n nhi\u1ec1u: \u0110\u01b0a v\u00e0o ban gi\u00e1m \u0111\u1ed1c m\u1ed9t ng\u01b0\u1eddi c\u00f3 kh\u1ea3 n\u0103ng nh\u00ecn nh\u1eadn marketing hi\u1ec7u qu\u1ea3 tr\u00ean c\u01a1 s\u1edf k\u0129 thu\u1eadt s\u1ed1 v\u00e0 t\u1eeb \u0111\u00f3 thay \u0111\u1ed5i nh\u1eadn th\u1ee9c c\u1ee7a doanh nghi\u1ec7p c\u0169ng nh\u01b0 \u00e1p d\u1ee5ng hi\u1ec7u qu\u1ea3 c\u00e1c ch\u00ednh s\u00e1ch m\u1edbi.<\/p>\n

Ghi nh\u1eadn th\u1ef1c t\u1ebf trong c\u00e1c doanh nghi\u1ec7p c\u00f3 v\u1ecb tr\u00ed CDO<\/b><\/p>\n

M\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh marketing kh\u00f4ng m\u1ea5y khi ho\u1ea1t \u0111\u1ed9ng \u0111\u1ed9c l\u1eadp. Marketing \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean c\u01a1 s\u1edf th\u1ef1c t\u1ebf kinh doanh v\u00e0 n\u00f3 \u0111\u00f2i h\u1ecfi ph\u1ed1i h\u1ee3p ch\u1eb7t ch\u1ebd v\u1edbi nhi\u1ec1u b\u1ed9 ph\u1eadn, ph\u00f2ng, ban trong c\u00f9ng m\u1ed9t c\u00f4ng ty.<\/p>\n

Vi\u1ec7c t\u1eadp trung \u0111\u1ea7u m\u1ed1i v\u00e0o v\u1ecb tr\u00ed CDO <\/b>c\u00f3 th\u1ec3 s\u1ebd g\u00e2y ra nhi\u1ec1u kh\u00f3 kh\u0103n cho c\u00e1c b\u1ed9 ph\u1eadn li\u00ean quan khi ti\u1ebfp nh\u1eadn n\u1ed9i dung v\u00e0 x\u00e2y d\u1ef1ng ch\u01b0\u01a1ng tr\u00ecnh. Truy\u1ec1n th\u00f4ng s\u1ed1 kh\u00f4ng ch\u1ec9 b\u00f3 h\u1eb9p trong m\u1ea3ng tr\u1ef1c tuy\u1ebfn, m\u00e0 n\u00f3 c\u00f2n \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean c\u01a1 s\u1edf c\u00e1c tr\u1ea3i nghi\u1ec7m ngo\u1ea1i tuy\u1ebfn.<\/p>\n

Marketing k\u0129 thu\u1eadt s\u1ed1 \u0111\u00f2i h\u1ecfi chi\u1ebfn l\u01b0\u1ee3c nhi\u1ec1u h\u01a1n chi\u1ebfn thu\u1eadt. Nh\u00e0 \u0111i\u1ec1u h\u00e0nh cao nh\u1ea5t – CEO – c\u0169ng c\u1ea7n bi\u1ebft v\u00e0 n\u1eafm ch\u1eafc v\u1ec1 truy\u1ec1n th\u00f4ng k\u0129 thu\u1eadt s\u1ed1 \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c quy\u1ebft s\u00e1ch k\u1ecbp th\u1eddi v\u00e0 ph\u00f9 h\u1ee3p cho doanh nghi\u1ec7p.<\/p>\n

R\u1ea5t nhi\u1ec1u v\u1ecb tr\u00ed \u0111i\u1ec1u h\u00e0nh marketing c\u00f3 xu\u1ea5t th\u00e2n ho\u1eb7c n\u1ec1n t\u1ea3ng l\u00e0 c\u00e1c chuy\u00ean gia truy\u1ec1n th\u00f4ng s\u1ed1, \u0111\u00e2y l\u00e0 m\u1ed9t l\u0129nh v\u1ef1c n\u0103ng \u0111\u1ed9ng n\u00ean n\u00f3 cho ph\u00e9p ng\u01b0\u1eddi l\u00e0m marketing ti\u1ebfp c\u1eadn nhi\u1ec1u c\u00f4ng ngh\u1ec7 m\u1edbi v\u00e0 t\u1eeb \u0111\u00f3 mang l\u1ea1i l\u1ee3i th\u1ebf khi ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng.<\/p>\n

M\u1eb7c d\u00f9 ph\u1ee9c t\u1ea1p v\u00e0 \u0111\u00f2i h\u1ecfi n\u1ec1n t\u1ea3ng ki\u1ebfn th\u1ee9c c\u00f4ng ngh\u1ec7, th\u1ebf nh\u01b0ng truy\u1ec1n th\u00f4ng s\u1ed1 kh\u00f4ng ph\u1ea3i l\u00e0 \u0111i\u1ec1u qu\u00e1 m\u1edbi m\u1ebb v\u00e0 kh\u00f3 ti\u1ebfp c\u1eadn v\u01b0\u1ee3t m\u1ee9c hi\u1ec3u bi\u1ebft c\u1ee7a m\u1ed9t CEO. L\u00e0 nh\u00e0 \u0111i\u1ec1u h\u00e0nh doanh nghi\u1ec7p, CEO s\u1ebd kh\u00f4ng g\u1eb7p kh\u00f3 kh\u0103n \u0111\u00e1ng k\u1ec3 n\u1ebfu c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 tham m\u01b0u k\u1ecbp th\u1eddi v\u00e0 ch\u00ednh x\u00e1c t\u1eeb c\u1ea5p d\u01b0\u1edbi.<\/p>\n

R\u1ea5t nhi\u1ec1u nh\u00e0 \u0111i\u1ec1u h\u00e0nh n\u1ed5i ti\u1ebfng k\u00e9m th\u00e2n thi\u1ec7n v\u1edbi k\u0129 thu\u1eadt s\u1ed1, nh\u01b0 “l\u00e3o l\u00e0ng” trong ng\u00e0nh truy\u1ec1n th\u00f4ng l\u00e0 Rupert Murdoch, c\u0169ng x\u00e1c nh\u1eadn vi\u1ec7c ti\u1ebfp nh\u1eadn th\u00f4ng tin v\u00e0 b\u00e1o c\u00e1o t\u1eeb c\u1ea5p d\u01b0\u1edbi v\u1ec1 t\u00ednh hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00f4ng ngh\u1ec7 \u00e1p d\u1ee5ng v\u00e0o kinh doanh l\u00e0 kh\u00f4ng kh\u00f3 kh\u0103n g\u00ec.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: doanhnhansaigon.vn)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Nh\u00e0 \u0111i\u1ec1u h\u00e0nh marketing s\u1ed1 (ti\u1ebfng Anh: Chief Digital Officer; vi\u1ebft t\u1eaft: CDO) l\u00e0 s\u1ef1 giao thoa gi\u1eefa hai v\u1ecb tr\u00ed gi\u00e1m \u0111\u1ed1c marketing (CMO) v\u00e0 nh\u00e0 \u0111i\u1ec1u h\u00e0nh c\u00f4ng ngh\u1ec7 th\u00f4ng tin (CIO). V\u1ec1 ch\u1ee9c danh, CDO s\u00e1nh ngang v\u1edbi CMO nh\u01b0ng ch\u1ec9 lo m\u1ea3ng truy\u1ec1n th\u00f4ng s\u1ed1.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35843"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=35843"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35843\/revisions"}],"predecessor-version":[{"id":68577,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35843\/revisions\/68577"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=35843"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=35843"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=35843"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}