{"id":36111,"date":"2023-12-08T11:44:11","date_gmt":"2023-12-08T11:44:11","guid":{"rendered":"https:\/\/masterskills.org\/blog\/ke-chuyen-storytelling-trong-marketing-la-gi.html"},"modified":"2023-12-24T21:42:58","modified_gmt":"2023-12-24T14:42:58","slug":"ke-chuyen-storytelling-trong-marketing-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/ke-chuyen-storytelling-trong-marketing-la-gi.html","title":{"rendered":"K\u1ec3 chuy\u1ec7n (Storytelling) trong marketing l\u00e0 g\u00ec?"},"content":{"rendered":"
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Storytelling la\u0300 hi\u0300nh th\u01b0\u0301c marketing d\u01b0\u0323a tr\u00ean vi\u00eac x\u00e2y d\u01b0\u0323ng, pha\u0301t tri\u00ea\u0309n va\u0300 lan to\u0309a nh\u01b0\u0303ng c\u00e2u chuy\u1ec7n l\u00ed thu\u0301, co\u0301 li\u00ean quan tr\u01b0\u0323c ti\u00ea\u0301p ho\u0103c gia\u0301n ti\u00ea\u0301p t\u01a1\u0301i th\u01b0\u01a1ng hi\u1ec7u sa\u0309n ph\u00e2\u0309m hay hi\u0300nh a\u0309nh cu\u0309a ha\u0303ng.<\/p>\n<\/div>\n<\/div>\n

K\u1ec3 chuy\u1ec7n (Storytelling)<\/font><\/h2>\n

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

K\u1ec3 chuy\u1ec7n<\/b> trong ti\u1ebfng Anh l\u00e0 Storytelling<\/b>.\u00a0Storytelling<\/i> la\u0300 hi\u0300nh th\u01b0\u0301c marketing d\u01b0\u0323a tr\u00ean vi\u1ec7c x\u00e2y d\u01b0\u0323ng, pha\u0301t tri\u00ea\u0309n va\u0300 lan to\u0309a nh\u01b0\u0303ng c\u00e2u chuy\u1ec7n l\u00ed<\/span> thu\u0301, co\u0301 li\u00ean quan tr\u01b0\u0323c ti\u00ea\u0301p ho\u1eb7c gia\u0301n ti\u00ea\u0301p t\u01a1\u0301i th\u01b0\u01a1ng hi\u1ec7u sa\u0309n ph\u00e2\u0309m hay hi\u0300nh a\u0309nh cu\u0309a ha\u0303ng.<\/p>\n

Nhi\u00ea\u0300u ng\u01b0\u01a1\u0300i coi s\u01b0\u0323 pha\u0301t tri\u00ea\u0309n cu\u0309a qua\u0309ng ca\u0301o nhi\u00ea\u0300u t\u00e2p (Commercial serial) tr\u00ean h\u00ea\u0323th\u00f4\u0301ng truy\u00ea\u0300n hi\u0300nh ph\u01b0\u01a1ng T\u00e2y cu\u00f4\u0301i nh\u01b0\u0303ng n\u0103m 1980, \u0111\u00e2\u0300u nh\u01b0\u0303ng n\u0103m 1990 la\u0300 m\u00f4t m\u00f4\u0301c pha\u0301t tri\u00ea\u0309n quan tro\u0323ng cu\u0309a hi\u0300nh th\u01b0\u0301c k\u1ec3 chuy\u1ec7n – Storytelling.<\/p>\n

B\u1ea3n ch\u1ea5t c\u1ee7a Storytelling<\/font><\/h3>\n

– Trong cu\u00f4\u0301n sa\u0301ch Storytelling, Branding in Practice<\/i> do Springer <\/i>xu\u00e2\u0301t ba\u0309n n\u0103m 2005, nho\u0301m ta\u0301c gia\u0309 cho r\u0103\u0300ng ”\u00a0Storytelling” chi\u0301nh la\u0300 ph\u01b0\u01a1ng th\u01b0\u0301c quan tro\u0323ng \u0111\u00ea\u0309 x\u00e2y d\u01b0\u0323ng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

– M\u1ed9t th\u01b0\u01a1ng hi\u00eau ma\u0323nh pha\u0309i \u0111\u01b0\u01a1\u0323c ta\u0323o d\u01b0\u0323ng tr\u00ean nh\u01b0\u0303ng gia\u0301 tri\u0323 ro\u0303 ra\u0300ng va\u0300 pha\u0309i ta\u0323o ra s\u01b0\u0323 k\u00ea\u0301t n\u00f4\u0301i ca\u0309m xu\u0301c v\u01a1\u0301i ng\u01b0\u01a1\u0300i ti\u00eau du\u0300ng. Trong khi \u0111o\u0301, Storytelling trong Marketing co\u0301 th\u00ea\u0309 ta\u0301c \u0111\u1ed9ng t\u01a1\u0301i ca\u0309m xu\u0301c va\u0300 giu\u0301p nho\u0301m mu\u0323c ti\u00eau hi\u00ea\u0309u \u0111\u01b0\u01a1\u0323c nh\u01b0\u0303ng gia\u0301 tri\u0323 ma\u0300 marketer mu\u00f4\u0301n ta\u0323o ra.<\/p>\n

“K\u00ea\u0309 chuy\u1ec7n la\u0300 ca\u0301ch duy nh\u00e2\u0301t chu\u0301ng ta co\u0301 th\u00ea\u0309 ta\u0323o ra y\u0301 nghi\u0303a cho \u0111\u01a1\u0300i mi\u0300nh va\u0300 ca\u0309m nh\u1eadn th\u00ea\u0301 gi\u01a1\u0301i” – \u0111a\u0323o di\u00ea\u0303n Paul Auster vi\u1ebft.<\/p>\n

S\u1ef1 c\u1ea7n thi\u1ebft c\u1ee7a Storytelling<\/font><\/h3>\n

– Ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 nh\u1eefng ng\u01b0\u1eddi ra quy\u1ebft \u0111\u1ecbnh kinh doanh ng\u00e0y nay \u0111ang ng\u00e0y c\u00e0ng tr\u1edf n\u00ean \u00edt nh\u1ea1y c\u1ea3m h\u01a1n v\u1edbi nh\u1eefng l\u1eddi h\u1ee9a b\u00e1n h\u00e0ng v\u00e0 qu\u1ea3ng c\u00e1o banner. Hi\u1ec7n nay, m\u1ecdi ng\u01b0\u1eddi c\u1ed1 g\u1eafng \u0111\u1ec3 \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e2u chuy\u1ec7n c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

– Tr\u00ean th\u1ef1c t\u1ebf, m\u1ed9t nghi\u00ean c\u1ee9u g\u1ea7n \u0111\u00e2y cho th\u1ea5y r\u1eb1ng b\u1eb1ng c\u00e1ch k\u1ec3 t\u1ed1t c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, c\u00e1c c\u00f4ng ty c\u00f3 quy\u1ec1n t\u0103ng gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5\u00a0l\u00ean h\u01a1n 20 l\u1ea7n. \u0110\u1ec3 c\u00f3 th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3, c\u00e1c c\u00f4ng ty c\u1ea7n c\u00f3 s\u1ef1 l\u00e3nh \u0111\u1ea1o r\u00f5 r\u00e0ng v\u1edbi t\u1ea7m nh\u00ecn v\u1eeba s\u00e1ng t\u1ea1o v\u1eeba tr\u1ef1c quan.<\/p>\n

– Nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng thay \u0111\u1ed5i m\u1ecdi l\u00fac v\u00e0 h\u00e0nh vi c\u1ee7a h\u1ecd thay \u0111\u1ed5i c\u00f3 ngh\u0129a l\u00e0 c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o c\u1ea7n nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng, c\u00f3 th\u1ec3 th\u00edch nghi v\u00e0 nhanh nh\u1eb9n trong c\u00e1ch ti\u1ebfp c\u1eadn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

C\u00f3 r\u1ea5t nhi\u1ec1u ph\u01b0\u01a1ng ti\u1ec7n m\u00e0 th\u00f4ng qua \u0111\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 k\u1ec3 c\u00e2u chuy\u1ec7n c\u1ee7a h\u1ecd nh\u01b0 video, VR, ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i v\u00e0 h\u01a1n th\u1ebf n\u1eefa…<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o:\u00a0Storytelling Marketing – Marketing b\u1eb1ng c\u00e1ch k\u1ec3 chuy\u1ec7n, Brands VietNam;\u00a0 6 Storytelling Trends Marketing Leaders Should Know About, Digital Marketing Institute)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n K\u1ec3 chuy\u1ec7n (ti\u1ebfng Anh: Storytelling) la\u0300 hi\u0300nh th\u01b0\u0301c marketing d\u01b0\u0323a tr\u00ean vi\u00eac x\u00e2y d\u01b0\u0323ng, pha\u0301t tri\u00ea\u0309n va\u0300 lan to\u0309a nh\u01b0\u0303ng c\u00e2u chuy\u00ean l\u00ed thu\u0301, co\u0301 li\u00ean quan tr\u01b0\u0323c ti\u00ea\u0301p ho\u0103c gia\u0301n ti\u00ea\u0301p t\u01a1\u0301i th\u01b0\u01a1ng hi\u00eau sa\u0309n ph\u00e2\u0309m hay hi\u0300nh a\u0309nh cu\u0309a ha\u0303ng.\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\/36111"}],"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=36111"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36111\/revisions"}],"predecessor-version":[{"id":68709,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36111\/revisions\/68709"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36111"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36111"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36111"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}