{"id":35877,"date":"2023-12-08T11:27:28","date_gmt":"2023-12-08T11:27:28","guid":{"rendered":"https:\/\/masterskills.org\/blog\/marketing-ca-nhan-hoa-personalized-marketing-la-gi.html"},"modified":"2023-12-23T21:01:23","modified_gmt":"2023-12-23T14:01:23","slug":"marketing-ca-nhan-hoa-personalized-marketing-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/marketing-ca-nhan-hoa-personalized-marketing-la-gi.html","title":{"rendered":"Marketing c\u00e1 nh\u00e2n h\u00f3a (Personalized marketing) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda<\/p>\n<\/figcaption><\/figure>\n

Marketing c\u00e1 nh\u00e2n h\u00f3a (Personalized marketing)<\/font><\/h2>\n

\u0110\u1ecbnh ngh\u0129a<\/b><\/p>\n

Marketing c\u00e1 nh\u00e2n h\u00f3a<\/b> trong ti\u1ebfng Anh l\u00e0 Personalized marketing<\/b>. Marketing c\u00e1 nh\u00e2n h\u00f3a<\/i> c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 marketing 1-1(one-to-one marketing)<\/i>.\u00a0<\/p>\n

Marketing c\u00e1 nh\u00e2n h\u00f3a<\/i> l\u00e0 vi\u1ec7c c\u00e1c c\u00f4ng ty cung c\u1ea5p n\u1ed9i dung c\u00e1 nh\u00e2n cho ng\u01b0\u1eddi nh\u1eadn th\u00f4ng qua vi\u1ec7c thu th\u1eadp, ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u00e0 s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 t\u1ef1 \u0111\u1ed9ng h\u00f3a.<\/p>\n

N\u00f3i c\u00e1ch kh\u00e1c, marketing c\u00e1 nh\u00e2n h\u00f3a<\/i> l\u00e0\u00a0chi\u1ebfn l\u01b0\u1ee3c marketing\u00a0m\u00e0 trong \u0111\u00f3, c\u00e1c c\u00f4ng ty d\u1ef1a tr\u00ean c\u00e1c s\u1ed1 li\u1ec7u ph\u00e2n t\u00edch (v\u1ec1 nh\u00e2n kh\u1ea9u h\u1ecdc, n\u1ec1n t\u1ea3ng v\u00e0 h\u00e0nh vi\u2026) \u0111\u1ec3 \u0111\u01b0a ra th\u00f4ng \u0111i\u1ec7p ch\u1ecdn l\u1ecdc, c\u00e1 nh\u00e2n h\u00f3a t\u1edbi t\u1eebng kh\u00e1ch h\u00e0ng.<\/p>\n

L\u1ee3i \u00edch c\u1ee7a marketing c\u00e1 nh\u00e2n h\u00f3a<\/font><\/b><\/h3>\n

– C\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng:<\/p>\n

Kh\u00e1ch h\u00e0ng s\u1ebd c\u1ea3m th\u1ea5y tho\u1ea3i m\u00e1i h\u01a1n khi \u0111\u01b0\u1ee3c cung c\u1ea5p nh\u1eefng tr\u1ea3i nghi\u1ec7m hay s\u1ea3n ph\u1ea9m c\u00e1 bi\u1ec7t, ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a t\u1eebng ng\u01b0\u1eddi.<\/p>\n

– T\u0103ng doanh thu:<\/p>\n

B\u1eb1ng c\u00e1ch x\u00e1c \u0111\u1ecbnh v\u00e0 \u0111\u01b0a ra k\u00eanh \u01b0u ti\u00ean cho m\u1ed7i kh\u00e1ch h\u00e0ng, c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 t\u0103ng t\u1ec9 l\u1ec7 ho\u00e0n v\u1ed1n \u0111\u1ea7u t\u01b0 (ROI).<\/p>\n

– T\u0103ng l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u<\/p>\n

C\u00e1c doanh nghi\u1ec7p d\u00e0nh th\u1eddi gian v\u00e0 ngu\u1ed3n l\u1ef1c \u0111\u1ec3 th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing c\u00e1 nh\u00e2n h\u00f3a<\/i> th\u00e0nh c\u00f4ng s\u1ebd t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u1ec1 l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

– T\u1ea1o ra s\u1ef1 nh\u1ea5t qu\u00e1n tr\u00ean c\u00e1c k\u00eanh<\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u01b0\u01a1ng t\u00e1c v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua m\u1ed9t s\u1ed1 k\u00eanh, bao g\u1ed3m email, ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i, di \u0111\u1ed9ng…, \u0111\u00f4i khi l\u00e0 t\u1ea5t c\u1ea3 trong c\u00f9ng m\u1ed9t ng\u00e0y. V\u00ec l\u00ed do n\u00e0y, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i t\u1ea1o ra s\u1ef1 nh\u1ea5t qu\u00e1n tr\u00ean c\u00e1c k\u00eanh kh\u00e1c nhau. Khi tr\u1ea3i nghi\u1ec7m trong c\u1eeda h\u00e0ng ph\u00f9 h\u1ee3p v\u1edbi tr\u1ea3i nghi\u1ec7m \u1ee9ng d\u1ee5ng, th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n s\u1ebd ghi \u0111i\u1ec3m trong m\u1eaft kh\u00e1ch h\u00e0ng.<\/p>\n

Nh\u1eefng th\u00e1ch th\u1ee9c c\u1ee7a marketing c\u00e1 nh\u00e2n h\u00f3a<\/font><\/b><\/h3>\n

– T\u00ecm ki\u1ebfm c\u00f4ng ngh\u1ec7 ph\u00f9 h\u1ee3p:<\/p>\n

M\u1ed9t trong nh\u1eefng v\u1ea5n \u0111\u1ec1 l\u1edbn nh\u1ea5t v\u1edbi\u00a0marketing\u00a0c\u00e1 nh\u00e2n h\u00f3a \u0111\u1ebfn t\u1eeb c\u00f4ng ngh\u1ec7 l\u1ed7i th\u1eddi kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi th\u1eddi \u0111\u1ea1i s\u1ed1. M\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh c\u00e1 nh\u00e2n h\u00f3a l\u00e0 thu th\u1eadp d\u1eef li\u1ec7u v\u00e0 t\u1ef1 \u0111\u1ed9ng h\u00f3a, c\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 s\u1ef1 c\u1ea7n thi\u1ebft ph\u1ea3i c\u00f3 thu\u1eadt to\u00e1n th\u00f4ng minh.<\/p>\n

– \u0110\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u v\u1ec1 th\u1eddi gian v\u00e0 ngu\u1ed3n l\u1ef1c:<\/p>\n

Trong khi ph\u1ea7n m\u1ec1m ph\u00f9 h\u1ee3p l\u00e0 y\u00eau c\u1ea7u c\u1ea7n thi\u1ebft \u0111\u1ec3 th\u1ef1c hi\u1ec7n qu\u00e1 tr\u00ecnh c\u00e1 nh\u00e2n h\u00f3a, c\u00e1c c\u00f4ng ty c\u0169ng c\u1ea7n m\u1ed9t \u0111\u1ed9i ng\u0169 t\u1eadn t\u1ee5y. Kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ty \u0111\u1ec1u s\u1eb5n s\u00e0ng d\u00e0nh th\u1eddi gian v\u00e0 ngu\u1ed3n l\u1ef1c cho m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing c\u00e1 nh\u00e2n h\u00f3a th\u00e0nh c\u00f4ng.<\/p>\n

– T\u1ea1o ra quan \u0111i\u1ec3m kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n (Single Customer View-SCV):<\/p>\n

Khi t\u00ecm ki\u1ebfm c\u00e1c ch\u1ee7 \u0111\u1ec1 ph\u1ed5 bi\u1ebfn tr\u00ean c\u00e1c k\u00eanh, c\u00e1c chuy\u00ean gia marketing c\u00f3 th\u1ec3 d\u1ef1ng l\u00ean m\u1ed9t b\u1ee9c tranh t\u1ed1t h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng (h\u1ecd th\u1ef1c s\u1ef1 l\u00e0 ai?). Tuy nhi\u00ean, nghi\u00ean c\u1ee9u cho th\u1ea5y c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb g\u1eb7p kh\u00f3 kh\u0103n khi li\u00ean k\u1ebft d\u1eef li\u1ec7u v\u1edbi h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n.<\/p>\n

– Th\u1ef1c hi\u1ec7n ph\u00e2n kh\u00fac th\u00f4ng minh<\/p>\n

Ph\u00e2n kh\u00fac th\u00f4ng minh tr\u00ean c\u00e1c k\u00eanh gi\u00fap c\u1ea3i thi\u1ec7n hi\u1ec7u su\u1ea5t. Th\u1eadt kh\u00f4ng may, nhi\u1ec1u nh\u00e0 ti\u1ebfp th\u1ecb v\u1eabn ch\u1eadt v\u1eadt \u0111\u1ec3 v\u01b0\u1ee3t qua c\u00e1c ph\u00e2n kh\u00fac c\u01a1 b\u1ea3n. Tr\u00ean th\u1ef1c t\u1ebf, 85% th\u01b0\u01a1ng hi\u1ec7u th\u1eeba nh\u1eadn chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n kh\u00fac c\u1ee7a h\u1ecd d\u1ef1a tr\u00ean c\u00e1c ph\u00e2n kh\u00fac r\u1ed9ng v\u00e0 ph\u00e2n c\u1ee5m \u0111\u01a1n gi\u1ea3n.<\/p>\n

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

\n Marketing c\u00e1 nh\u00e2n h\u00f3a (ti\u1ebfng Anh: Personalized marketing) l\u00e0 chi\u1ebfn l\u01b0\u1ee3c marketing m\u00e0 trong \u0111\u00f3, c\u00e1c c\u00f4ng ty d\u1ef1a tr\u00ean c\u00e1c s\u1ed1 li\u1ec7u ph\u00e2n t\u00edch \u0111\u1ec3 \u0111\u01b0a ra th\u00f4ng \u0111i\u1ec7p ch\u1ecdn l\u1ecdc, c\u00e1 nh\u00e2n h\u00f3a t\u1edbi t\u1eebng kh\u00e1ch h\u00e0ng.\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\/35877"}],"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=35877"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35877\/revisions"}],"predecessor-version":[{"id":68593,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35877\/revisions\/68593"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=35877"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=35877"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=35877"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}