{"id":48065,"date":"2023-12-16T21:41:55","date_gmt":"2023-12-16T21:41:55","guid":{"rendered":"https:\/\/masterskills.org\/blog\/earned-media-la-gi-boc-tach-y-nghia-cua-earned-media-trong-truyen-thong.html"},"modified":"2023-12-16T21:41:55","modified_gmt":"2023-12-16T21:41:55","slug":"earned-media-la-gi-boc-tach-y-nghia-cua-earned-media-trong-truyen-thong","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/earned-media-la-gi-boc-tach-y-nghia-cua-earned-media-trong-truyen-thong.html","title":{"rendered":"Earned Media L\u00e0 G\u00ec? B\u00f3c T\u00e1ch \u00dd Ngh\u0129a C\u1ee7a Earned Media Trong Truy\u1ec1n Th\u00f4ng\u00a0"},"content":{"rendered":"
\n

Trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1, c\u00e1ch c\u00e1c Brand s\u1eed d\u1ee5ng \u0111\u1ec3 ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 ph\u00e1t tri\u1ec3n v\u01b0\u1ee3t b\u1eadc. V\u1edbi s\u1ef1 gi\u00fap \u0111\u1ee1 c\u1ee7a m\u1ea1ng x\u00e3 h\u1ed9i x\u00e3 h\u1ed9i, Influencer Marketing v\u00e0 User-Generated Content, ranh gi\u1edbi gi\u1eefa qu\u1ea3ng c\u00e1o truy\u1ec1n th\u1ed1ng v\u00e0 qu\u1ea3ng c\u00e1o m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean \u0111\u00e3 d\u1ea7n m\u1edd \u0111i. Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, kh\u00e1i ni\u1ec7m \u201cEarned Media\u201d \u0111\u00e3 n\u1ed5i l\u00ean nh\u01b0 m\u1ed9t y\u1ebfu t\u1ed1 then ch\u1ed1t trong chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Nh\u01b0ng ch\u00ednh x\u00e1c th\u00ec Earned Media l\u00e0 g\u00ec<\/strong> v\u00e0 n\u00f3 ph\u00f9 h\u1ee3p nh\u01b0 th\u1ebf n\u00e0o v\u1edbi b\u1ed1i c\u1ea3nh truy\u1ec1n th\u00f4ng ng\u00e0y nay? H\u00e3y c\u00f9ng Masterskills t\u00ecm hi\u1ec3u th\u00f4ng qua b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y!<\/p>\n

1. Earned Media l\u00e0 g\u00ec?<\/strong><\/h2>\n

\u0110\u1ea7u ti\u00ean, Earned Media l\u00e0 g\u00ec<\/strong>? V\u1ec1 c\u1ed1t l\u00f5i, Earned Media \u0111\u1ec1 c\u1eadp \u0111\u1ebfn m\u1ecdi ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng b\u00e1 ho\u1eb7c nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u m\u00e0 kh\u00f4ng ph\u1ea3i tr\u1ea3 ph\u00ed m\u1ed9t c\u00e1ch tr\u1ef1c ti\u1ebfp. Kh\u00f4ng gi\u1ed1ng nh\u01b0 qu\u1ea3ng c\u00e1o truy\u1ec1n th\u1ed1ng n\u01a1i th\u01b0\u01a1ng hi\u1ec7u tr\u1ea3 ti\u1ec1n \u0111\u1ec3 \u0111\u01b0a th\u00f4ng \u0111i\u1ec7p c\u1ee7a h\u1ecd \u0111\u1ebfn v\u1edbi kh\u00e1n gi\u1ea3, Earned Media l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a s\u1ef1 ch\u1ee9ng th\u1ef1c t\u1eeb b\u00ean th\u1ee9 ba, c\u00f3 th\u1ec3 l\u00e0 kh\u00e1ch h\u00e0ng, nh\u00e0 b\u00e1o, ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng ho\u1eb7c c\u00f4ng ch\u00fang n\u00f3i chung.\u00a0<\/p>\n

\u0110\u00f3 l\u00e0 nh\u1eefng b\u00e0i vi\u1ebft v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n, nh\u1eefng l\u01b0\u1ee3t chia s\u1ebb tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, nh\u1eefng l\u1eddi gi\u1edbi thi\u1ec7u truy\u1ec1n mi\u1ec7ng v\u00e0 nh\u1eefng \u0111\u00e1nh gi\u00e1 c\u1ee7a kh\u00e1ch h\u00e0ng. V\u1ec1 b\u1ea3n ch\u1ea5t, \u0111\u00f3 l\u00e0 \u201cti\u1ebfng vang t\u1ef1 nhi\u00ean\u201d xung quanh th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. Lo\u1ea1i ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng n\u00e0y r\u1ea5t gi\u00e1 tr\u1ecb v\u00ec n\u00f3 \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e1nh gi\u00e1 l\u00e0 ch\u00e2n th\u1ef1c v\u00e0 \u0111\u00e1ng tin c\u1eady. Khi ai \u0111\u00f3 ch\u1ecdn n\u00f3i ho\u1eb7c gi\u1edbi thi\u1ec7u m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u00e0 kh\u00f4ng c\u00f3 b\u1ea5t k\u1ef3 \u0111\u1ed9ng c\u01a1 tr\u1ef1c ti\u1ebfp n\u00e0o, \u0111i\u1ec1u \u0111\u00f3 n\u00f3i l\u00ean r\u1ea5t nhi\u1ec1u v\u1ec1 \u0111\u1ed9 tin c\u1eady v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3.<\/p>\n

\n
\"earned-media\"\"earned-media\"
Earned Media l\u00e0 g\u00ec<\/figcaption><\/figure>\n<\/div>\n

2. M\u00f4 h\u00ecnh Earned \u2013 Paid \u2013 Owned Media<\/strong><\/h2>\n

Trong l\u0129nh v\u1ef1c ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1, ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n th\u00e0nh ba lo\u1ea1i: Owned Media, Paid Media v\u00e0 Earned Media.<\/p>\n

    \n
  • Earned Media: Nh\u01b0 \u0111\u00e3 n\u00f3i, \u0111\u00e2y l\u00e0 s\u1ef1 c\u00f4ng nh\u1eadn t\u1ef1 nhi\u00ean m\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u1eadn \u0111\u01b0\u1ee3c. Earned Media kh\u00f4ng mua \u0111\u01b0\u1ee3c m\u00e0 nh\u1eadn \u0111\u01b0\u1ee3c th\u00f4ng qua s\u1ef1 \u0111\u00e1nh gi\u00e1 cao v\u00e0 th\u1eeba nh\u1eadn th\u1ef1c s\u1ef1 t\u1eeb c\u00f4ng ch\u00fang v\u00e0 c\u00e1c \u0111\u1ed3ng nghi\u1ec7p trong ng\u00e0nh.<\/li>\n<\/ul>\n
      \n
    • Paid Media: Bao g\u1ed3m t\u1ea5t c\u1ea3 c\u00e1c h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o tr\u1ea3 ph\u00ed. Cho d\u00f9 \u0111\u00f3 l\u00e0 m\u1ed9t b\u00e0i \u0111\u0103ng \u0111\u01b0\u1ee3c t\u00e0i tr\u1ee3 tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, qu\u1ea3ng c\u00e1o tr\u00ean c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm hay b\u1ea3ng qu\u1ea3ng c\u00e1o, n\u1ebfu m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 tr\u1ea3 ti\u1ec1n cho kh\u00f4ng gian \u0111\u00f3 th\u00ec n\u00f3 s\u1ebd \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i l\u00e0 Paid Media. M\u1eb7c d\u00f9 c\u00f3 hi\u1ec7u qu\u1ea3 v\u1ec1 kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb nh\u01b0ng h\u1ec7 s\u1ed1 tin c\u1eady c\u1ee7a n\u00f3 c\u00f3 th\u1ec3 kh\u00f4ng cao b\u1eb1ng Earned Media.<\/li>\n<\/ul>\n
        \n
      • Owned Media: \u0110\u1ec1 c\u1eadp \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c t\u00e0i s\u1ea3n k\u1ef9 thu\u1eadt s\u1ed1 m\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u s\u1edf h\u1eefu v\u00e0 ki\u1ec3m so\u00e1t. T\u1eeb trang web ch\u00ednh th\u1ee9c, b\u00e0i \u0111\u0103ng tr\u00ean blog v\u00e0 b\u1ea3n tin cho \u0111\u1ebfn t\u00e0i kho\u1ea3n tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, \u0111\u00e2y l\u00e0 nh\u1eefng n\u1ec1n t\u1ea3ng m\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t ho\u00e0n to\u00e0n n\u1ed9i dung c\u1ee7a m\u00ecnh.<\/li>\n<\/ul>\n

        C\u00f9ng v\u1edbi nhau, ba h\u00ecnh th\u1ee9c truy\u1ec1n th\u00f4ng n\u00e0y t\u1ea1o th\u00e0nh n\u1ec1n t\u1ea3ng c\u1ee7a m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng k\u1ef9 thu\u1eadt s\u1ed1 to\u00e0n di\u1ec7n. M\u1eb7c d\u00f9 m\u1ed7i ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec1u c\u00f3 \u0111i\u1ec3m m\u1ea1nh v\u00e0 \u0111i\u1ec3m y\u1ebfu, nh\u01b0ng c\u00e1ch ti\u1ebfp c\u1eadn c\u00e2n b\u1eb1ng t\u1eadn d\u1ee5ng c\u1ea3 ba ph\u01b0\u01a1ng ph\u00e1p k\u1ec3 tr\u00ean c\u00f3 th\u1ec3 mang l\u1ea1i k\u1ebft qu\u1ea3 hi\u1ec7u qu\u1ea3 cao nh\u1ea5t.<\/p>\n

        3. C\u00e1c lo\u1ea1i Earned Media<\/strong><\/h2>\n

        3.1 Word-of-mouth \u2013 Truy\u1ec1n mi\u1ec7ng<\/strong><\/h3>\n

        Th\u01b0\u1eddng \u0111\u01b0\u1ee3c coi l\u00e0 ti\u00eau chu\u1ea9n v\u00e0ng c\u1ee7a Earned Media, word-of-mouth hay truy\u1ec1n mi\u1ec7ng \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng t\u1eeb l\u00e2u tr\u01b0\u1edbc khi ph\u01b0\u01a1ng ti\u1ec7n k\u1ef9 thu\u1eadt s\u1ed1 ra \u0111\u1eddi. \u0110\u00f3 c\u00f3 th\u1ec3 l\u00e0 nh\u1eefng \u0111\u1ec1 xu\u1ea5t c\u00e1 nh\u00e2n v\u00e0 nh\u1eefng cu\u1ed9c tr\u00f2 chuy\u1ec7n ng\u1eabu nhi\u00ean gi\u1eefa b\u1ea1n b\u00e8, gia \u0111\u00ecnh v\u00e0 \u0111\u1ed3ng nghi\u1ec7p v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/p>\n

        S\u1ee9c m\u1ea1nh c\u1ee7a truy\u1ec1n mi\u1ec7ng n\u1eb1m \u1edf t\u00ednh x\u00e1c th\u1ef1c c\u1ee7a n\u00f3. Khi ai \u0111\u00f3 chia s\u1ebb tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c ho\u1eb7c gi\u1edbi thi\u1ec7u m\u1ed9t s\u1ea3n ph\u1ea9m m\u00e0 kh\u00f4ng c\u00f3 b\u1ea5t k\u1ef3 l\u1ee3i \u00edch n\u00e0o, \u0111i\u1ec1u \u0111\u00f3 mang l\u1ea1i s\u1ee9c n\u1eb7ng c\u1ee7a s\u1ef1 \u0111\u00e1ng tin c\u1eady. Trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1 ng\u00e0y nay, truy\u1ec1n mi\u1ec7ng c\u0169ng \u0111\u00e3 xu\u1ea5t hi\u1ec7n tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn, khi m\u1ecdi ng\u01b0\u1eddi chia s\u1ebb kinh nghi\u1ec7m v\u00e0 \u0111\u1ec1 xu\u1ea5t c\u1ee7a h\u1ecd tr\u00ean blog c\u00e1 nh\u00e2n, di\u1ec5n \u0111\u00e0n v\u00e0 th\u1eadm ch\u00ed trong ph\u1ea7n b\u00ecnh lu\u1eadn c\u1ee7a trang web.<\/p>\n

        3.2 Chia s\u1ebb tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i\u00a0<\/strong><\/h3>\n

        S\u1ef1 b\u00f9ng n\u1ed5 c\u1ee7a c\u00e1c n\u1ec1n t\u1ea3ng nh\u01b0 Facebook, Twitter, Instagram v\u00e0 LinkedIn \u0111\u00e3 mang l\u1ea1i cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn ch\u01b0a t\u1eebng c\u00f3 v\u1edbi l\u01b0\u1ee3ng kh\u00e1n gi\u1ea3 kh\u1ed5ng l\u1ed3. Nh\u01b0ng kh\u00f4ng ch\u1ec9 l\u00e0 n\u1ec1n t\u1ea3ng d\u00e0nh cho qu\u1ea3ng c\u00e1o tr\u1ea3 ph\u00ed, m\u1ea1ng x\u00e3 h\u1ed9i c\u00f2n tr\u1edf th\u00e0nh trung t\u00e2m cho c\u00e1c t\u01b0\u01a1ng t\u00e1c t\u1ef1 nhi\u00ean c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Khi ng\u01b0\u1eddi d\u00f9ng chia s\u1ebb n\u1ed9i dung c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 th\u1ec3 l\u00e0 b\u00e0i vi\u1ebft, video ho\u1eb7c h\u00ecnh \u1ea3nh, \u0111\u00f3 l\u00e0 m\u1ed9t h\u00ecnh th\u1ee9c ch\u1ee9ng th\u1ef1c.\u00a0<\/p>\n

        Nh\u1eefng l\u01b0\u1ee3t chia s\u1ebb n\u00e0y \u0111\u00f3ng vai tr\u00f2 nh\u01b0 l\u1eddi truy\u1ec1n mi\u1ec7ng k\u1ef9 thu\u1eadt s\u1ed1, khu\u1ebfch \u0111\u1ea1i th\u00f4ng \u0111i\u1ec7p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng h\u01a1n. M\u1ed7i l\u01b0\u1ee3t chia s\u1ebb th\u1ec3 hi\u1ec7n d\u1ea5u ph\u00ea duy\u1ec7t c\u1ee7a ng\u01b0\u1eddi d\u00f9ng, khi\u1ebfn n\u00f3 tr\u1edf th\u00e0nh m\u1ed9t h\u00ecnh th\u1ee9c Earned Media m\u1ea1nh m\u1ebd. H\u01a1n n\u1eefa, v\u1edbi c\u00e1c thu\u1eadt to\u00e1n \u01b0u ti\u00ean n\u1ed9i dung nh\u1eadn \u0111\u01b0\u1ee3c m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c cao, m\u1ed9t b\u00e0i \u0111\u0103ng \u0111\u01b0\u1ee3c lan truy\u1ec1n t\u1ed1t c\u00f3 th\u1ec3 t\u0103ng c\u01b0\u1eddng \u0111\u00e1ng k\u1ec3 kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb v\u00e0 danh ti\u1ebfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

        3.3 \u0110\u00e1nh gi\u00e1 v\u00e0 x\u1ebfp h\u1ea1ng\u00a0<\/strong><\/h3>\n

        Trong th\u1eddi \u0111\u1ea1i m\u00e0 mua s\u1eafm tr\u1ef1c tuy\u1ebfn v\u00e0 d\u1ecbch v\u1ee5 k\u1ef9 thu\u1eadt s\u1ed1 tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn, c\u00e1c \u0111\u00e1nh gi\u00e1 v\u00e0 x\u1ebfp h\u1ea1ng \u0111\u00e3 tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh quan tr\u1ecdng \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. C\u00e1c n\u1ec1n t\u1ea3ng nh\u01b0 Yelp, Google Reviews, Amazon v\u00e0 TripAdvisor l\u01b0u tr\u1eef h\u00e0ng tri\u1ec7u b\u00e0i \u0111\u00e1nh gi\u00e1 c\u1ee7a ng\u01b0\u1eddi d\u00f9ng c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng h\u00e0ng ng\u00e0y.\u00a0<\/p>\n

        M\u1ed9t \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c c\u00f3 th\u1ec3 n\u00e2ng cao \u0111\u00e1ng k\u1ec3 \u0111\u1ed9 tin c\u1eady c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, trong khi m\u1ed9t \u0111\u00e1nh gi\u00e1 ti\u00eau c\u1ef1c c\u00f3 th\u1ec3 ng\u0103n c\u1ea3n kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u li\u00ean t\u1ee5c nh\u1eadn \u0111\u01b0\u1ee3c x\u1ebfp h\u1ea1ng cao v\u00e0 \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c s\u1ebd \u0111\u01b0\u1ee3c h\u01b0\u1edfng l\u1ee3i t\u1eeb s\u1ef1 tin c\u1eady ng\u00e0y c\u00e0ng t\u0103ng v\u00e0 th\u01b0\u1eddng th\u1ea5y t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn doanh s\u1ed1 b\u00e1n h\u00e0ng c\u0169ng nh\u01b0 s\u1ef1 t\u0103ng tr\u01b0\u1edfng c\u1ee7a h\u1ecd. H\u01a1n n\u1eefa, nh\u1eefng \u0111\u00e1nh gi\u00e1 n\u00e0y cung c\u1ea5p ph\u1ea3n h\u1ed3i c\u00f3 gi\u00e1 tr\u1ecb, cho ph\u00e9p c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea3i thi\u1ec7n v\u00e0 th\u00edch \u1ee9ng d\u1ef1a tr\u00ean nhu c\u1ea7u v\u00e0 s\u1edf th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

        4. L\u1ee3i \u00edch c\u1ee7a Earned Media<\/strong><\/h2>\n

        4.1 S\u1ef1 t\u00edn nhi\u1ec7m v\u00e0 tin c\u1eady<\/strong><\/h3>\n

        Trong b\u1ed1i c\u1ea3nh r\u1ed9ng l\u1edbn c\u1ee7a ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1, ni\u1ec1m tin l\u00e0 \u0111\u01a1n v\u1ecb ti\u1ec1n t\u1ec7 m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ed1 g\u1eafng \u0111\u1ea1t \u0111\u01b0\u1ee3c. Earned Media, v\u1ec1 b\u1ea3n ch\u1ea5t, l\u00e0 m\u1ed9t minh ch\u1ee9ng cho uy t\u00edn c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng ho\u1eb7c nh\u00e0 b\u00e1o t\u1ef1 nguy\u1ec7n n\u00f3i t\u00edch c\u1ef1c v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00f3 \u0111\u01b0\u1ee3c coi l\u00e0 s\u1ef1 ch\u1ee9ng th\u1ef1c ho\u00e0n h\u1ea3o.\u00a0<\/p>\n

        Kh\u00f4ng gi\u1ed1ng nh\u01b0 qu\u1ea3ng c\u00e1o tr\u1ea3 ph\u00ed, \u0111\u00f4i khi c\u00f3 th\u1ec3 b\u1ecb c\u00e2n nh\u1eafc v\u1edbi th\u00e1i \u0111\u1ed9 ho\u00e0i nghi, Earned Media \u0111\u01b0\u1ee3c \u0111\u01b0\u1ee3c coi l\u00e0 s\u1ef1 ph\u1ea3n \u00e1nh ch\u00e2n th\u1ef1c v\u1ec1 gi\u00e1 tr\u1ecb v\u00e0 \u0111\u1ed9 tin c\u1eady c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1ed9 tin c\u1eady n\u00e0y c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ed3ng nghi\u1ec7p c\u1ee7a h\u1ecd \u0111\u00e1nh gi\u00e1 ho\u1eb7c gi\u1edbi thi\u1ec7u t\u00edch c\u1ef1c.<\/p>\n

        4.2 Ti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3 v\u1ec1 chi ph\u00ed\u00a0<\/strong><\/h3>\n

        M\u1ed9t trong nh\u1eefng kh\u00eda c\u1ea1nh h\u1ea5p d\u1eabn nh\u1ea5t c\u1ee7a Earned Media l\u00e0 t\u00ednh hi\u1ec7u qu\u1ea3 v\u1ec1 m\u1eb7t chi ph\u00ed. Trong khi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea7u t\u01b0 m\u1ea1nh v\u00e0o c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o t\u1ed1n k\u00e9m th\u00ec Earned Media v\u1ec1 c\u01a1 b\u1ea3n l\u00e0 qu\u1ea3ng c\u00e1o mi\u1ec5n ph\u00ed. M\u1ecdi \u0111\u1ec1 c\u1eadp, chia s\u1ebb ho\u1eb7c \u0111\u00e1nh gi\u00e1 \u0111\u1ec1u t\u1ef1 nhi\u00ean, ngh\u0129a l\u00e0 kh\u00f4ng c\u00f3 chi ph\u00ed tr\u1ef1c ti\u1ebfp li\u00ean quan \u0111\u1ebfn vi\u1ec7c \u0111\u00f3.\u00a0<\/p>\n

        \u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 l\u00e0m gi\u1ea3m chi ph\u00ed ti\u1ebfp th\u1ecb m\u00e0 c\u00f2n mang l\u1ea1i l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 cao h\u01a1n. Gi\u00e1 tr\u1ecb thu \u0111\u01b0\u1ee3c t\u1eeb m\u1ed9t \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c ho\u1eb7c m\u1ed9t l\u01b0\u1ee3t chia s\u1ebb lan truy\u1ec1n tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i th\u01b0\u1eddng c\u00f3 th\u1ec3 v\u01b0\u1ee3t qua gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o t\u1ed1n k\u00e9m, khi\u1ebfn Earned Media tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 ti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3 cao.<\/p>\n

        4.3 Ph\u1ea1m vi ti\u1ebfp c\u1eadn m\u1edf r\u1ed9ng\u00a0<\/strong><\/h3>\n

        Th\u1ebf gi\u1edbi k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u01b0\u1ee3c k\u1ebft n\u1ed1i v\u1edbi nhau v\u00e0 Earned Media t\u1eadn d\u1ee5ng hi\u1ec7u \u1ee9ng n\u00e0y m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. Khi n\u1ed9i dung \u0111\u01b0\u1ee3c chia s\u1ebb tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 tr\u00ean n\u1ec1n t\u1ea3ng ho\u1eb7c \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp trong blog, n\u1ed9i dung \u0111\u00f3 c\u00f3 ti\u1ec1m n\u0103ng ti\u1ebfp c\u1eadn \u0111\u1ed1i t\u01b0\u1ee3ng v\u01b0\u1ee3t xa nh\u1eefng ng\u01b0\u1eddi theo d\u00f5i th\u00f4ng th\u01b0\u1eddng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/p>\n

        Hi\u1ec7u \u1ee9ng g\u1ee3n s\u00f3ng n\u00e0y c\u00f3 th\u1ec3 l\u00e0m t\u0103ng kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u theo c\u1ea5p s\u1ed1 nh\u00e2n, gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 \u0111\u1ebfn c\u00e1c th\u1ecb tr\u01b0\u1eddng v\u00e0 nh\u00f3m nh\u00e2n kh\u1ea9u h\u1ecdc m\u1edbi. H\u01a1n n\u1eefa, khi n\u1ed9i dung lan r\u1ed9ng, n\u00f3 s\u1ebd thu th\u1eadp \u0111\u01b0\u1ee3c nhi\u1ec1u l\u01b0\u1ee3t chia s\u1ebb v\u00e0 \u0111\u1ec1 c\u1eadp h\u01a1n, t\u1ea1o ra hi\u1ec7u \u1ee9ng \u201cqu\u1ea3 c\u1ea7u tuy\u1ebft\u201d c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y \u0111\u00e1ng k\u1ec3 s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong kh\u00f4ng gian k\u1ef9 thu\u1eadt s\u1ed1.<\/p>\n

        5. Nh\u1eefng th\u00e1ch th\u1ee9c c\u1ee7a Earned Media<\/strong><\/h2>\n

        5.1 Kh\u00f3 \u0111o\u00e1n<\/strong><\/h3>\n

        M\u1ed9t trong nh\u1eefng th\u00e1ch th\u1ee9c c\u1ed1 h\u1eefu c\u1ee7a Earned Media l\u00e0 t\u00ednh kh\u00f3 \u0111o\u00e1n c\u1ee7a n\u00f3. Kh\u00f4ng gi\u1ed1ng nh\u01b0 Paid Media, n\u01a1i c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t t\u1ea7n su\u1ea5t, v\u1ecb tr\u00ed v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng qu\u1ea3ng c\u00e1o c\u1ee7a h\u1ecd, Earned Media ph\u1ea7n l\u1edbn n\u1eb1m ngo\u00e0i t\u1ea7m ki\u1ec3m so\u00e1t tr\u1ef1c ti\u1ebfp c\u1ee7a Brand. Th\u1eadt kh\u00f3 \u0111\u1ec3 d\u1ef1 \u0111o\u00e1n khi n\u00e0o m\u1ed9t ph\u1ea7n n\u1ed9i dung c\u1ee5 th\u1ec3 s\u1ebd lan truy\u1ec1n ho\u1eb7c khi n\u00e0o m\u1ed9t ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng c\u00f3 th\u1ec3 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn m\u1ed9t s\u1ea3n ph\u1ea9m.\u00a0<\/p>\n

        S\u1ef1 kh\u00f4ng ch\u1eafc ch\u1eafn n\u00e0y c\u00f3 th\u1ec3 g\u00e2y kh\u00f3 kh\u0103n cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong vi\u1ec7c l\u1eadp chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. H\u01a1n n\u1eefa, t\u00ednh ch\u1ea5t kh\u00f4ng \u1ed5n \u0111\u1ecbnh c\u1ee7a Internet c\u00f3 ngh\u0129a l\u00e0 c\u00e1c xu h\u01b0\u1edbng c\u00f3 th\u1ec3 thay \u0111\u1ed5i nhanh ch\u00f3ng, khi\u1ebfn cho vi\u1ec7c duy tr\u00ec s\u1ef1 ch\u00fa \u00fd li\u00ean t\u1ee5c tr\u1edf n\u00ean kh\u00f3 kh\u0103n.<\/p>\n

        5.2 Ti\u1ec1m n\u0103ng ph\u1ea3n h\u1ed3i ti\u00eau c\u1ef1c<\/strong><\/h3>\n

        M\u1eb7c d\u00f9 Earned Media t\u00edch c\u1ef1c c\u00f3 th\u1ec3 n\u00e2ng cao \u0111\u00e1ng k\u1ec3 danh ti\u1ebfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u nh\u01b0ng \u0111i\u1ec1u ng\u01b0\u1ee3c l\u1ea1i c\u0169ng c\u00f3 th\u1ec3 x\u1ea3y ra. Nh\u1eefng \u0111\u00e1nh gi\u00e1, nh\u1eefng \u0111\u1ec1 c\u1eadp ti\u00eau c\u1ef1c c\u1ee7a nh\u1eefng ng\u01b0\u1eddi \u1ea3nh h\u01b0\u1edfng ho\u1eb7c nh\u1eefng l\u1eddi truy\u1ec1n mi\u1ec7ng ch\u00ea bai c\u00f3 th\u1ec3 g\u00e2y t\u1ed5n h\u1ea1i \u0111\u1ebfn h\u00ecnh \u1ea3nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/p>\n

        Trong th\u1eddi \u0111\u1ea1i internet, tin t\u1ee9c ti\u00eau c\u1ef1c c\u00f3 th\u1ec3 lan truy\u1ec1n nhanh ch\u00f3ng v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng r\u01a1i v\u00e0o tr\u1ea1ng th\u00e1i ki\u1ec3m so\u00e1t thi\u1ec7t h\u1ea1i m\u1ed9t c\u00e1ch kh\u00f3 kh\u0103n. Vi\u1ec7c gi\u1ea3i quy\u1ebft nh\u1eefng ph\u1ea3n h\u1ed3i nh\u01b0 v\u1eady m\u1ed9t c\u00e1ch minh b\u1ea1ch l\u00e0 r\u1ea5t quan tr\u1ecdng, nh\u01b0ng kh\u1ea3 n\u0103ng x\u1ea3y ra nh\u1eefng tr\u1edf ng\u1ea1i nh\u01b0 v\u1eady v\u1eabn l\u00e0 m\u1ed9t th\u00e1ch th\u1ee9c c\u1ee7a Earned Media.<\/p>\n

        K\u1ebft lu\u1eadn<\/strong><\/h2>\n

        V\u1eady l\u00e0 Masterskills \u0111\u00e3 c\u00f9ng b\u1ea1n t\u00ecm hi\u1ec3u Earned Media l\u00e0 g\u00ec<\/strong> v\u00e0 nh\u1eefng l\u1ee3i \u00edch c\u0169ng nh\u01b0 th\u00e1ch th\u1ee9c c\u1ee7a h\u00ecnh th\u1ee9c truy\u1ec1n th\u00f4ng n\u00e0y. Earned Media n\u1ed5i b\u1eadt nh\u01b0 m\u1ed9t c\u00f4ng c\u1ee5 m\u1ea1nh m\u1ebd \u0111\u1ec3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u x\u00e2y d\u1ef1ng ni\u1ec1m tin, s\u1ef1 t\u00edn nhi\u1ec7m v\u00e0 kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb. M\u1eb7c d\u00f9 n\u00f3 \u0111\u01b0a ra nh\u1eefng th\u00e1ch th\u1ee9c \u0111\u1ed9c \u0111\u00e1o nh\u01b0ng nh\u1eefng l\u1ee3i \u00edch m\u00e0 n\u00f3 mang l\u1ea1i l\u00e0 v\u00f4 c\u00f9ng \u0111\u00e1ng gi\u00e1.\u00a0<\/p>\n

        T\u1eeb vi\u1ec7c th\u00fac \u0111\u1ea9y s\u1ef1 ch\u1ee9ng th\u1ef1c th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean \u0111\u1ebfn vi\u1ec7c cung c\u1ea5p c\u00e1c gi\u1ea3i ph\u00e1p ti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3 v\u1ec1 m\u1eb7t chi ph\u00ed, Earned Media \u0111\u00e3 ch\u1ee9ng minh gi\u00e1 tr\u1ecb c\u1ee7a n\u00f3 h\u1ebft l\u1ea7n n\u00e0y \u0111\u1ebfn l\u1ea7n kh\u00e1c. B\u1eb1ng c\u00e1ch t\u1eadp trung v\u00e0o vi\u1ec7c t\u1ea1o n\u1ed9i dung h\u1ea5p d\u1eabn, duy tr\u00ec s\u1ef1 hi\u1ec7n di\u1ec7n tr\u1ef1c tuy\u1ebfn t\u00edch c\u1ef1c v\u00e0 \u0111\u00e1nh gi\u00e1 cao ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 khai th\u00e1c to\u00e0n b\u1ed9 ti\u1ec1m n\u0103ng c\u1ee7a Earned Media.\u00a0<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

        Trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1, c\u00e1ch c\u00e1c Brand s\u1eed d\u1ee5ng \u0111\u1ec3 ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 ph\u00e1t tri\u1ec3n v\u01b0\u1ee3t b\u1eadc. V\u1edbi s\u1ef1 gi\u00fap \u0111\u1ee1 c\u1ee7a m\u1ea1ng x\u00e3 h\u1ed9i x\u00e3 h\u1ed9i, Influencer Marketing v\u00e0 User-Generated Content, ranh gi\u1edbi gi\u1eefa qu\u1ea3ng c\u00e1o truy\u1ec1n th\u1ed1ng v\u00e0 qu\u1ea3ng c\u00e1o m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean \u0111\u00e3 d\u1ea7n m\u1edd \u0111i. Trong […]<\/p>\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\/48065"}],"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=48065"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/48065\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=48065"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=48065"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=48065"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}