{"id":36173,"date":"2023-12-08T11:48:31","date_gmt":"2023-12-08T11:48:31","guid":{"rendered":"https:\/\/masterskills.org\/blog\/chien-luoc-thong-diep-message-strategy-la-gi-cach-thuc-truyen-dat-thong-diep.html"},"modified":"2023-12-24T21:43:14","modified_gmt":"2023-12-24T14:43:14","slug":"chien-luoc-thong-diep-message-strategy-la-gi-cach-thuc-truyen-dat-thong-diep","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/chien-luoc-thong-diep-message-strategy-la-gi-cach-thuc-truyen-dat-thong-diep.html","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p (Message Strategy) l\u00e0 g\u00ec? C\u00e1ch th\u1ee9c truy\u1ec1n \u0111\u1ea1t th\u00f4ng \u0111i\u1ec7p"},"content":{"rendered":"<div class=\"vnbcbc-body vceditor-content wi-active\" data-role=\"content\">\n<p style=\"display: none;\" class=\"\">\n<div class=\"VCSortableInPreviewMode\" type=\"Photo\" style=\"\">\n<div><\/div>\n<div class=\"PhotoCMS_Caption\">\n<p><i>H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: BeeStart)<\/i><\/p>\n<\/div>\n<\/div>\n<h2><font style=\"line-height: 22px; font-size: 22px;\" color=\"#3d85c6\">Chi\u1ebfn l\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p (Message Strategy)<\/font><\/h2>\n<p class=\"\"><b>Kh\u00e1i ni\u1ec7m<\/b><\/p>\n<p class=\"\"><b>Chi\u1ebfn l\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p <\/b>trong ti\u1ebfng Anh g\u1ecdi l\u00e0 <b>Message Strategy<\/b>.<\/p>\n<p class=\"\"><b>Chi\u1ebfn l\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p<\/b> l\u00e0 chi\u1ebfn l\u01b0\u1ee3c s\u1eed d\u1ee5ng t\u1eeb ng\u1eef, l\u1eddi n\u00f3i, \u00e2m thanh v\u00e0 c\u00e1c h\u00ecnh th\u1ee9c k\u00edch th\u00edch nghe nh\u00ecn kh\u00e1c \u0111\u01b0\u1ee3c ph\u00e1c h\u1ecda \u0111\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi kh\u00e1ch h\u00e0ng.<\/p>\n<h3><font style=\"line-height: 22px; font-size: 22px;\" color=\"#3d85c6\">C\u00e1ch th\u1ee9c truy\u1ec1n \u0111\u1ea1t th\u00f4ng \u0111i\u1ec7p<\/font><\/h3>\n<p class=\"\">Th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o c\u1ea7n \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c hai ti\u00eau chu\u1ea9n chung:\u00a0<\/p>\n<p class=\"\">&#8211; Tu\u00e2n theo c\u00e1c nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n c\u1ee7a truy\u1ec1n \u0111\u1ea1t th\u00f4ng tin<\/p>\n<p class=\"\">&#8211; \u0110\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean l\u00ed thuy\u1ebft v\u1ec1 \u0111\u1ed9ng c\u01a1 v\u00e0 h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/p>\n<p class=\"\">Qu\u00e1 tr\u00ecnh truy\u1ec1n \u0111\u1ea1t th\u00f4ng tin bao g\u1ed3m 3 y\u1ebfu t\u1ed1:\u00a0<\/p>\n<p class=\"\">&#8211; Ng\u01b0\u1eddi ho\u1eb7c ngu\u1ed3n th\u00f4ng tin<\/p>\n<p class=\"\">&#8211; Th\u00f4ng tin c\u1ea7n truy\u1ec1n \u0111\u1ea1t ho\u1eb7c th\u00f4ng \u0111i\u1ec7p<\/p>\n<p class=\"\">&#8211; Ng\u01b0\u1eddi nh\u1eadn ho\u1eb7c kh\u00e1n th\u00ednh gi\u1ea3 m\u1ee5c ti\u00eau<\/p>\n<p class=\"\">C\u00e1c c\u00f4ng ty qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c xem nh\u01b0 c\u00e1c chuy\u00ean gia trong l\u0129nh v\u1ef1c truy\u1ec1n th\u00f4ng v\u00e0 \u0111\u01b0\u1ee3c c\u00e1c doanh nghi\u1ec7p l\u1edbn thu\u00ea \u0111\u1ec3 t\u1ea1o ra c\u00e1c th\u00f4ng \u0111i\u1ec7p c\u00f3 \u00fd ngh\u0129a v\u00e0 h\u1ed7 tr\u1ee3 trong vi\u1ec7c ph\u1ed5 bi\u1ebfn ch\u00fang. Vi\u1ec7c bi\u1ebfn \u00fd ni\u1ec7m v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c th\u00f4ng \u0111i\u1ec7p marketing th\u00e0nh m\u1ed9t th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o c\u00f3 hi\u1ec7u qu\u1ea3 \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 m\u00e3 h\u00f3a (encoding).\u00a0<\/p>\n<p class=\"\">Trong qu\u1ea3ng c\u00e1o, m\u1ee5c \u0111\u00edch c\u1ee7a m\u00e3 h\u00f3a l\u00e0 t\u1ea1o ra c\u00e1c th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c theo c\u00e1ch m\u00e0 ch\u1ee7 th\u1ec3 mu\u1ed1n. \u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, th\u00f4ng \u0111i\u1ec7p ph\u1ea3i \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng gi\u1ea3i m\u00e3 theo \u0111\u00fang c\u00e1ch m\u00e0 ch\u1ee7 th\u1ec3 \u0111\u00e3 m\u00e3 h\u00f3a n\u00f3, qua \u0111\u00f3, l\u0129nh h\u1ed9i \u0111\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p \u0111\u00fang nh\u01b0 \u00fd t\u01b0\u1edfng v\u00e0 n\u1ed9i dung m\u00e0 n\u00f3 ph\u1ea3i truy\u1ec1n \u0111\u1ea1t.\u00a0<\/p>\n<p class=\"\">\u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 c\u00e1c th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o g\u1eedi \u0111\u1ebfn kh\u00e1ch h\u00e0ng ph\u1ea3i \u0111\u1ea3m b\u1ea3o h\u1ecd c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c v\u00e0 c\u00f3 \u0111\u1ea7y \u0111\u1ee7 \u00fd ngh\u0129a.<\/p>\n<p class=\"\">T\u1ea5t nhi\u00ean, th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o ph\u1ea3i \u0111\u01b0\u1ee3c truy\u1ec1n t\u1ea3i b\u1edfi c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng tin c\u1ee5 th\u1ec3, \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 ph\u01b0\u01a1ng ti\u1ec7n qu\u1ea3ng c\u00e1o. C\u00e1c ph\u01b0\u01a1ng ti\u1ec7n ho\u1eb7c c\u00e1c k\u00eanh n\u00e0y c\u00f3 hi\u1ec7u qu\u1ea3, kh\u1ea3 n\u0103ng ch\u1ecdn v\u00e0 chi ph\u00ed kh\u00e1c nhau. M\u1ed9t s\u1ed1 k\u00eanh \u0111\u01b0\u1ee3c m\u1ecdi ng\u01b0\u1eddi th\u00edch h\u01a1n v\u00ec n\u00f3 c\u00f3 \u00edt ti\u1ebfng \u1ed3n v\u00e0 v\u00ec v\u1eady s\u1ebd d\u1ec5 d\u00e0ng nh\u1eadn v\u00e0 hi\u1ec3u \u0111\u01b0\u1ee3c c\u00e1c th\u00f4ng \u0111i\u1ec7p.\u00a0<\/p>\n<p>K\u1ebf ho\u1ea1ch h\u00f3a chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o v\u00e0 t\u1ea1o ra \u0111\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p c\u00f3 s\u1ee9c thuy\u1ebft ph\u1ee5c \u0111\u00f2i h\u1ecfi m\u1ed9t s\u1ef1 pha tr\u1ed9n c\u1ee7a k\u0129 n\u0103ng marketing v\u00e0 kh\u1ea3 n\u0103ng s\u00e1ng t\u1ea1o.\u00a0<\/p>\n<p>Li\u00ean quan \u0111\u1ebfn k\u0129 n\u0103ng marketing, c\u00f3 m\u1ed9t s\u1ed1 th\u00f4ng tin marketing quan tr\u1ecdng c\u1ea7n t\u00ecm hi\u1ec3u tr\u01b0\u1edbc khi th\u1ef1c hi\u1ec7n m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o. H\u1ea7u h\u1ebft c\u00e1c th\u00f4ng tin n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c doanh nghi\u1ec7p thu th\u1eadp, c\u1eadp nh\u1eadt.\u00a0<\/p>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 lo\u1ea1i th\u00f4ng tin quan tr\u1ecdng m\u00e0 ng\u01b0\u1eddi qu\u1ea3ng c\u00e1o c\u1ea7n c\u00f3:<\/p>\n<p>&#8211; Kh\u00e1ch h\u00e0ng (ti\u1ec1m n\u0103ng) c\u1ee7a doanh nghi\u1ec7p l\u00e0 ai, \u0111\u1eb7c \u0111i\u1ec3m nh\u00e2n kh\u1ea9u kinh t\u1ebf, v\u00e0 t\u00e2m l\u00ed c\u1ee7a h\u1ecd; nh\u00e2n t\u1ed1 n\u00e0o kh\u00e1c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn vi\u1ec7c c\u00f3 th\u1ec3 mua c\u1ee7a h\u1ecd?<\/p>\n<p>&#8211; C\u00f3 bao nhi\u00eau nh\u00f3m kh\u00e1ch h\u00e0ng? Chia theo c\u00e1ch n\u00e0o?<\/p>\n<p>&#8211; Hi\u1ec7n nay, kh\u00e1ch h\u00e0ng \u0111ang mua bao nhi\u00eau th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p v\u00e0 c\u00f3 th\u1ec3 hi v\u1ecdng h\u1ecd mua bao nhi\u00eau trong ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n?<\/p>\n<p>&#8211; Nh\u1eefng ng\u01b0\u1eddi n\u00e0o kh\u00e1c c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng?<\/p>\n<p>&#8211; H\u1ecd mua th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p \u1edf \u0111\u00e2u?<\/p>\n<p>&#8211; Khi n\u00e0o h\u1ecd mua, v\u00e0 t\u1ea7n su\u1ea5t mua?<\/p>\n<p>&#8211; H\u1ecd mua c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea1nh tranh n\u00e0o v\u00e0 t\u1ea7n su\u1ea5t mua?<\/p>\n<p>&#8211; H\u1ecd s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n<p>&#8211; T\u1ea1i sao h\u1ecd mua th\u01b0\u01a1ng hi\u1ec7u c\u1ee5 th\u1ec3 n\u00e0y?<\/p>\n<p><i>(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Qu\u1ea3n tr\u1ecb  Marketing, NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<div class=\"vnbcbc-sapo\" data-role=\"sapo\">\n                            Chi\u1ebfn l\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p (ti\u1ebfng Anh: Message Strategy) l\u00e0 chi\u1ebfn l\u01b0\u1ee3c s\u1eed d\u1ee5ng t\u1eeb ng\u1eef, l\u1eddi n\u00f3i, \u00e2m thanh v\u00e0 c\u00e1c h\u00ecnh th\u1ee9c k\u00edch th\u00edch nghe nh\u00ecn kh\u00e1c \u0111\u01b0\u1ee3c ph\u00e1c h\u1ecda \u0111\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi 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\/36173"}],"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=36173"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36173\/revisions"}],"predecessor-version":[{"id":68742,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36173\/revisions\/68742"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36173"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36173"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36173"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}