{"id":5552,"date":"2023-11-29T09:03:26","date_gmt":"2023-11-29T09:03:26","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5552"},"modified":"2023-11-29T10:38:54","modified_gmt":"2023-11-29T10:38:54","slug":"storytelling-marketing-marketing-bang-cach-ke-chuyen","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/storytelling-marketing-marketing-bang-cach-ke-chuyen.html","title":{"rendered":"Storytelling Marketing – Marketing b\u1eb1ng c\u00e1ch k\u1ec3 chuy\u1ec7n"},"content":{"rendered":"

K\u1ec3 chuy\u1ec7n kh\u00f4ng ch\u1ec9 l\u00e0 c\u00e1ch \u0111\u1ec3 k\u1ebft n\u1ed1i qu\u00e1 kh\u1ee9 v\u1edbi hi\u1ec7n t\u1ea1i v\u00e0 t\u01b0\u01a1ng lai m\u00e0 c\u00f2n l\u00e0 c\u00e1ch th\u1ee9c lan truy\u1ec1n c\u1ea3m x\u00fac gi\u1eefa con ng\u01b0\u1eddi v\u1edbi con ng\u01b0\u1eddi.<\/strong><\/p>\n

Marketing b\u1eb1ng k\u1ec3 chuy\u1ec7n (Storytelling Marketing) \u0111ang \u0111\u01b0\u1ee3c nhi\u1ec1u nh\u00e3n h\u00e0ng s\u1eed d\u1ee5ng trong c\u00e1c chi\u1ebfn d\u1ecbch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

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Khi nh\u00e2n loa\u0323i co\u0300n \u0111ang s\u00f4\u0301ng trong m\u00f4ng mu\u00f4\u0323i cu\u0309a th\u1eddi ky\u0300 ti\u00ea\u0300n s\u01b0\u0309, nh\u01b0\u0303ng ng\u01b0\u01a1\u0300i \u0111a\u0300n \u00f4ng, \u0111a\u0300n ba\u0300 ha\u0300ng nga\u0300y pha\u0309i m\u01b0u sinh trong s\u01b0\u0323 kh\u0103\u0301c nghi\u00ea\u0323t cu\u0309a t\u01b0\u0323 nhi\u00ean, cu\u0300ng s\u0103n b\u0103\u0301t, ha\u0301i l\u01b0\u01a1\u0323m va\u0300 \u0111\u00eam v\u00ea\u0300 qu\u00e2y qu\u00e2\u0300n trong hang \u0111a\u0301 b\u00ean a\u0301nh l\u01b0\u0309a b\u00e2\u0323p bu\u0300ng. Ng\u00f4\u0300i b\u00ean nhau, ho\u0323 b\u0103\u0301t \u0111\u00e2\u0300u k\u00ea\u0309 nh\u01b0\u0303ng c\u00e2u chuy\u00ea\u0323n v\u00ea\u0300 nga\u0300y lao \u0111\u00f4\u0323ng v\u00e2\u0301t va\u0309, nh\u01b0\u0303ng ru\u0309i ro hay v\u00e2\u0323n may b\u00e2\u0301t ng\u01a1\u0300… va\u0300 ga\u0301n chu\u0301ng cho y\u0301 chi\u0301 cu\u0309a th\u00e2\u0300n linh va\u0300 t\u00f4\u0309 ti\u00ean. Nh\u01b0\u0303ng th\u00e2\u0300n thoa\u0323i, truy\u00ea\u0300n thuy\u00ea\u0301t, nh\u01b0\u0303ng ba\u0309n tr\u01b0\u01a1\u0300ng ca d\u00e2\u0300n \u0111\u01b0\u01a1\u0323c hi\u0300nh tha\u0300nh, pha\u0301t tri\u00ea\u0309n qua th\u01a1\u0300i gian va\u0300 \u0111\u01b0\u01a1\u0323c truy\u00ea\u0300n t\u01b0\u0300 th\u00ea\u0301 h\u00ea\u0323 na\u0300y qua th\u00ea\u0301 h\u00ea\u0323 kha\u0301c. Nh\u01b0\u0303ng c\u00e2u chuy\u00ea\u0323n lan to\u0309a ta\u0323o ra s\u01b0\u0323 k\u00ea\u0301t n\u00f4\u0301i nh\u01b0\u0303ng nho\u0301m ng\u01b0\u01a1\u0300i, nh\u01b0\u0303ng thi\u0323 t\u00f4\u0323c, b\u00f4\u0323 la\u0323c… kh\u01a1i ngu\u00f4\u0300n cho s\u01b0\u0323 hi\u0300nh tha\u0300nh ca\u0301c t\u00f4n gia\u0301o, chi\u0301nh tri\u0323 va\u0300 v\u0103n ho\u0301a.<\/p>\n

Tr\u01a1\u0309 la\u0323i hi\u00ea\u0323n ta\u0323i, v\u01a1\u0301i ca\u0301c nha\u0300 v\u0103n ho\u0301a, kha\u0309o c\u00f4\u0309 nga\u0300y nay, nh\u01b0\u0303ng c\u00e2u chuy\u00ea\u0323n qua\u0301 kh\u01b0\u0301 co\u0301 th\u00ea\u0309 se\u0303 la\u0300 c\u01a1 s\u01a1\u0309 quan tro\u0323ng cho nh\u01b0\u0303ng kha\u0301m pha\u0301 m\u01a1\u0301i v\u00ea\u0300 li\u0323ch s\u01b0\u0309. Co\u0300n v\u01a1\u0301i marketer, \u0111o\u0301 la\u0323i chi\u0301nh la\u0300 nh\u01b0\u0303ng vi\u0301 du\u0323 “thu\u00e2\u0300n tu\u0301y” nh\u00e2\u0301t v\u00ea\u0300 storytelling, la\u0300 ba\u0300i ho\u0323c s\u01a1 khai v\u00ea\u0300 k\u00ea\u0301t n\u00f4\u0301i.<\/p>\n

Storytelling Marketing – k\u1ebft n\u1ed1i c\u1ea3m x\u00fac<\/strong><\/h3>\n

Storytelling chi\u0301nh la\u0300 hi\u0300nh th\u01b0\u0301c marketing d\u01b0\u0323a tr\u00ean vi\u00ea\u0323c x\u00e2y d\u01b0\u0323ng, pha\u0301t tri\u00ea\u0309n va\u0300 lan to\u0309a nh\u01b0\u0303ng c\u00e2u chuy\u00ea\u0323n ly\u0301 thu\u0301, co\u0301 li\u00ean quan tr\u01b0\u0323c ti\u00ea\u0301p ho\u0103\u0323c gia\u0301n ti\u00ea\u0301p t\u01a1\u0301i th\u01b0\u01a1ng hi\u00ea\u0323u sa\u0309n ph\u00e2\u0309m hay hi\u0300nh a\u0309nh cu\u0309a ha\u0303ng. 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\u00e2\u0323p (commercial serial) tr\u00ean h\u00ea\u0323 th\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\u00f4\u0323t m\u00f4\u0301c pha\u0301t tri\u00ea\u0309n quan tro\u0323ng cu\u0309a hi\u0300nh th\u01b0\u0301c na\u0300y.<\/p>\n

Trong cu\u00f4\u0301n sa\u0301ch Storytelling, Branding in Practice do Springer xu\u00e2\u0301t ba\u0309n n\u0103m 2005, nho\u0301m ta\u0301c gia\u0309 cho r\u0103\u0300ng “k\u00ea\u0309 chuy\u00ea\u0323n” 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\u00ea\u0323u. M\u00f4\u0323t th\u01b0\u01a1ng hi\u00ea\u0323u 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, marketing k\u00ea\u0309 chuy\u00ea\u0323n co\u0301 th\u00ea\u0309 ta\u0301c \u0111\u00f4\u0323ng 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.”K\u00ea\u0309 chuy\u00ea\u0323n 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\u00e2\u0323n th\u00ea\u0301 gi\u01a1\u0301i” – \u0111a\u0323o di\u00ea\u0303n Paul Auster co\u0301 qua\u0301 l\u01a1\u0300i kh\u00f4ng khi no\u0301i nh\u01b0 v\u00e2\u0323y?<\/p>\n

K\u00ea\u0309 chuy\u00ea\u0323n hay t\u00e2m s\u01b0\u0323<\/strong><\/h3>\n

V\u01a1\u0301i s\u01b0\u0323 pha\u0301t tri\u00ea\u0309n cu\u0309a c\u00f4ng ngh\u00ea\u0323 th\u00f4ng tin, vai tro\u0300 k\u1ec3 chuy\u1ec7n cu\u0309a nh\u01b0\u0303ng marketer \u0111a\u0303 thay \u0111\u00f4\u0309i r\u00f5 r\u1ec7t. S\u01b0\u0323 pha\u0301t tri\u00ea\u0309n cu\u0309a ma\u0323ng xa\u0303 h\u00f4\u0323i \u0111a\u0303 giu\u0301p hi\u0300nh tha\u0300nh nh\u01b0\u0303ng c\u00f4\u0323ng \u0111\u00f4\u0300ng tr\u1ef1c tuy\u1ebfn, nh\u01b0\u0303ng “b\u00f4\u0323 la\u0323c tha\u0300nh thi\u0323”, ph\u01b0\u01a1ng ti\u00ea\u0323n m\u01a1\u0301i va\u0300 cu\u0303ng la\u0300 tha\u0301ch th\u01b0\u0301c m\u01a1\u0301i cho ca\u0301c marketer \u0111ang theo \u0111u\u00f4\u0309i chi\u00ea\u0301n di\u0323ch storytelling. Kh\u00f4ng co\u0300n la\u0300 s\u01b0\u0323 l\u01b0u ha\u0300nh m\u00f4\u0323t chi\u00ea\u0300u, blogger hay th\u00e0nh vi\u00ean gi\u01a1\u0300 \u0111\u00e2y co\u0301 th\u00ea\u0309 pha\u0309n h\u00f4\u0300i la\u0323i chi\u00ea\u0301n di\u0323ch cu\u0309a marketer th\u00f4ng qua g\u00f3p \u00fd, b\u1ea7u ch\u1ecdn, b\u00ecnh lu\u1eadn… khi\u00ea\u0301n storytelling ca\u0300ng co\u0301 s\u01b0\u0301c lan to\u0309a r\u00f4\u0323ng ra\u0303i. Kh\u00f4ng ch\u1ec9 la\u0300 k\u00ea\u0309 chuy\u00ea\u0323n, \u0111o\u0301 \u0111a\u0303 la\u0300 \u0111\u00f4\u0301i thoa\u0323i va\u0300 xa h\u01a1n la\u0300 t\u00e2m s\u01b0\u0323 hai chi\u00ea\u0300u gi\u01b0\u0303a marketer va\u0300 nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n

Nga\u0300y 8.1.2003, th\u01a1\u0300i \u0111i\u00ea\u0309m g\u00e2\u0300n mu\u0300a Valentine n\u0103m \u0111o\u0301, th\u01b0\u01a1ng hi\u00ea\u0323u ca\u0300 ph\u00ea Starbucks \u0111a\u0303 m\u01a1\u0309 m\u00f4\u0323t cu\u00f4\u0323c thi k\u00ea\u0309 chuy\u00ea\u0323n tr\u00ean trang web starbucks.com. Nh\u01b0\u0303ng ng\u01b0\u01a1\u0300i tham gia \u0111\u00e3 g\u1eedi l\u00ean trang web nh\u01b0\u0303ng ba\u0300i vi\u00ea\u0301t khoa\u0309ng 250 t\u01b0\u0300 k\u00ea\u0309 v\u00ea\u0300 vi\u1ec7c “la\u0300m th\u00ea\u0301 na\u0300o ho\u0323 ti\u0300m \u0111\u01b0\u01a1\u0323c ti\u0300nh y\u00eau ta\u0323i nh\u01b0\u0303ng qua\u0301n ca\u0300 ph\u00ea Starbucks”, ph\u00e2\u0300n th\u01b0\u01a1\u0309ng cho ta\u0301c gia\u0309 co\u0301 c\u00e2u chuy\u00ea\u0323n hay nh\u00e2\u0301t la\u0300 m\u00f4\u0323t chuy\u00ea\u0301n du li\u0323ch t\u01a1\u0301i Vienna, A\u0301o.<\/p>\n

H\u01a1n s\u00e1u n\u0103m sau, tr\u01b0\u01a1\u0301c mu\u0300a Valentine 2009 ta\u0323i Vi\u00ea\u0323t Nam, m\u00f4\u0323t chi\u00ea\u0301n di\u0323ch marketing \u0111\u01b0\u01a1\u0323c Unilever tung ra i\u0301t nhi\u00ea\u0300u mang da\u0301ng d\u00e2\u0301p cu\u0309a storytelling v\u01a1\u0301i th\u01b0\u01a1ng hi\u00ea\u0323u Pond’s. \u0110o\u0301 la\u0300 series g\u1ed3m n\u0103m \u0111o\u1ea1n phim qu\u1ea3ng c\u00e1o k\u1ec3 l\u1ea1i c\u00e2u chuy\u00ea\u0323n “b\u1ea3y nga\u0300y ti\u0300m la\u0323i ti\u0300nh y\u00eau”, m\u00f4\u0323t m\u1ed1i ti\u0300nh “tay ba” kha\u0301 gi\u00f4\u0301ng v\u01a1\u0301i m\u00f4-t\u00edp phim truy\u00ea\u0300n hi\u0300nh Ha\u0300n Qu\u00f4\u0301c \u0111ang tra\u0300n ng\u00e2\u0323p ta\u0323i Vi\u00ea\u0323t Nam. \u0110\u00ea\u0309 t\u1ea1o s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1n gi\u1ea3, th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 t\u00e2\u0323n du\u0323ng t\u00f4\u0301i \u0111a nh\u01b0\u0303ng ph\u01b0\u01a1ng pha\u0301p giao ti\u00ea\u0301p tr\u01b0\u0323c tuy\u00ea\u0301n nh\u01b0 bi\u0300nh lu\u00e2\u0323n, d\u01b0\u0323 \u0111oa\u0301n di\u1ec5n bi\u1ebfn ti\u1ebfp theo c\u1ee7a c\u00e2u chuy\u1ec7n tr\u00ean trang web 7days2love.com…<\/p>\n

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G\u00e2\u0300n \u0111\u00e2y storytelling \u0111a\u0303 \u0111\u01b0\u01a1\u0323c nhi\u00ea\u0300u t\u00ean tu\u00f4\u0309i l\u01a1\u0301n ta\u0323i Vi\u00ea\u0323t Nam a\u0301p du\u0323ng. Theo do\u0303i chi\u00ea\u0301n di\u0323ch k\u00ea\u0309 tr\u00ean cu\u0309a Unilever, nhi\u00ea\u0300u ng\u01b0\u01a1\u0300i se\u0303 nh\u01a1\u0301 la\u0323i ch\u01b0\u01a1ng tri\u0300nh “C\u00f4 T\u00e2\u0301m nga\u0300y nay” do nha\u0303n ha\u0300ng Rejoice (P&G) th\u01b0\u0323c hi\u00ea\u0323n c\u00e1ch \u0111\u00e2y h\u01a1n hai n\u0103m.<\/p>\n

C\u00e2u chuy\u00ea\u0323n ca\u0309m \u0111\u00f4\u0323ng \u0111i va\u0300o lo\u0300ng ng\u01b0\u01a1\u0300i v\u00ea\u0300 hi\u0300nh a\u0309nh m\u1ed9t thi\u1ebfu n\u01b0\u0303 r\u01a1\u0300i xa qu\u00ea nha\u0300 l\u00ean tha\u0300nh ph\u00f4\u0301 l\u00e2\u0323p nghi\u00ea\u0323p. Rejoice \u0111\u00e3 th\u1ef1c hi\u1ec7n m\u00f4\u0323t chi\u00ea\u0301n di\u0323ch storytelling tha\u0300nh c\u00f4ng, khi x\u00e2y d\u01b0\u0323ng \u0111\u01b0\u01a1\u0323c nh\u01b0\u0303ng \u00e2\u0301n t\u01b0\u01a1\u0323ng t\u00f4\u0301t \u0111e\u0323p v\u00ea\u0300 gia\u0301 tri\u0323 th\u00e2n thi\u00ea\u0323n cu\u0309a th\u01b0\u01a1ng hi\u00ea\u0323u va\u0300 l\u00f4i ke\u0301o nho\u0301m kha\u0301ch ha\u0300ng mu\u0323c ti\u00eau tham gia va\u0300o c\u00e2u chuy\u00ea\u0323n. S\u01b0\u0301c lan to\u0309a cu\u0309a chi\u00ea\u0301n di\u0323ch ca\u0300ng tr\u01a1\u0309 n\u00ean ma\u0323nh me\u0303 khi marketer m\u01a1\u0309 chi\u00ea\u0301n di\u0323ch PR l\u00e2\u0323p quy\u0303 “C\u00f4 T\u00e2\u0301m nga\u0300y nay” h\u00f4\u0303 tr\u01a1\u0323 cho nh\u01b0\u0303ng ba\u0323n ga\u0301i tre\u0309 xa nha\u0300, \u0111\u00f4\u0300ng th\u01a1\u0300i ta\u0300i tr\u01a1\u0323 cho ch\u01b0\u01a1ng tri\u0300nh cu\u0300ng t\u00ean tr\u00ean so\u0301ng pha\u0301t thanh VOV3 phu\u0323c vu\u0323 cho nhu c\u00e2\u0300u t\u00e2m s\u01b0\u0323 va\u0300 chia se\u0309 nh\u01b0\u0303ng c\u00e2u chuy\u00ea\u0323n th\u01b0\u01a1\u0300ng nh\u00e2\u0323t cho ca\u0301c thi\u0301nh gia\u0309 n\u01b0\u0303 tre\u0309 tu\u00f4\u0309i.<\/p>\n

L\u00f4i ke\u0301o kha\u0301ch ha\u0300ng mu\u0323c ti\u00eau<\/strong><\/h3>\n

Nh\u01b0\u0303ng vi\u0301 du\u0323 tr\u00ean cho th\u00e2\u0301y, tha\u0300nh ba\u0323i cu\u0309a ca\u0301c chi\u00ea\u0301n di\u0323ch storytelling phu\u0323 thu\u00f4\u0323c nhi\u00ea\u0300u va\u0300o kha\u0309 n\u0103ng l\u00f4i ke\u0301o kha\u0301ch ha\u0300ng mu\u0323c ti\u00eau qua c\u00e2u chuy\u1ec7n. B\u00f4\u0301i ca\u0309nh c\u00e2u chuy\u00ea\u0323n co\u0301 th\u00ea\u0309 kha\u0301c nhau, t\u01b0\u0300 nh\u01b0\u0303ng “chuy\u00ea\u0323n ti\u0300nh a\u0309o” cho t\u01a1\u0301i nh\u01b0\u0303ng n\u00f4\u0303 l\u01b0\u0323c v\u01b0\u01a1n l\u00ean co\u0301 th\u01b0\u0323c cu\u0309a ng\u01b0\u01a1\u0300i phu\u0323 n\u01b0\u0303 Vi\u00ea\u0323t, nh\u01b0ng \u0111i\u00ea\u0309m chung cu\u0309a ca\u0301c c\u00e2u chuy\u00ea\u0323n no\u0301i tr\u00ean, \u0111\u00ea\u0300u la\u0300 nh\u01b0\u0303ng k\u00ea\u0301t thu\u0301c co\u0301 h\u00e2\u0323u (happy-ending): s\u01b0\u0323 tr\u01a1\u0309 la\u0323i v\u01a1\u0301i ti\u0300nh y\u00eau \u0111i\u0301ch th\u01b0\u0323c cu\u0309a \u0111\u00f4i ti\u0300nh nh\u00e2n (qu\u1ea3ng c\u00e1o cu\u0309a Pond’s) hay ba\u0323n ga\u0301i tre\u0309 \u0111a\u0303 \u0111a\u0323t \u0111\u01b0\u01a1\u0323c vi\u0323 tri\u0301 x\u01b0\u0301ng \u0111a\u0301ng trong xa\u0303 h\u00f4\u0323i (chi\u00ea\u0301n di\u0323ch “C\u00f4 T\u00e2\u0301m nga\u0300y nay” cu\u0309a Rejoice).<\/p>\n

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K\u00ea\u0301t thu\u0301c co\u0301 h\u00e2\u0323u va\u0300 h\u01a1\u0323p ly\u0301 \u0111o\u0301ng vai tro\u0300 quan tro\u0323ng trong vi\u00ea\u0323c ta\u0323o ni\u00ea\u0300m tin cu\u0309a ng\u01b0\u01a1\u0300i ti\u00eau du\u0300ng, t\u1ef1a nh\u01b0 vi\u1ec7c nh\u00e3n h\u00e0ng cam k\u00ea\u0301t se\u0303 da\u0300nh cho ng\u01b0\u01a1\u0300i ti\u00eau du\u0300ng nh\u01b0\u0303ng ph\u00e2\u0300n th\u01b0\u01a1\u0309ng x\u01b0\u0301ng \u0111a\u0301ng, s\u0103\u0303n sa\u0300ng giu\u0301p ho\u0323 \u0111a\u0323t \u0111\u01b0\u01a1\u0323c nh\u01b0\u0303ng \u01b0\u01a1\u0301c m\u01a1, nh\u01b0\u0303ng mu\u0323c ti\u00eau cu\u0309a cu\u00f4\u0323c \u0111\u01a1\u0300i n\u00ea\u0301u ho\u0323 tin va\u0300o gia\u0301 tri\u0323 cu\u0309a th\u01b0\u01a1ng hi\u00ea\u0323u.<\/p>\n

Tha\u0301ch th\u01b0\u0301c l\u01a1\u0301n nh\u00e2\u0301t cho ca\u0301c chi\u00ea\u0301n di\u0323ch storytelling nhi\u00ea\u0300u khi n\u0103\u0300m \u01a1\u0309 v\u00e2\u0301n \u0111\u00ea\u0300 chi phi\u0301. Nh\u01b0\u0303ng c\u00e2u chuy\u00ea\u0323n \u0111\u01b0\u01a1\u0323c da\u0300n d\u01b0\u0323ng c\u00f4ng phu th\u01b0\u01a1\u0300ng \u0111o\u0300i ho\u0309i \u0111\u00e2\u0300u t\u01b0 l\u01a1\u0301n do co\u0301 ki\u0323ch ba\u0309n da\u0300i, chu\u1ed7i phim qu\u1ea3ng c\u00e1o nhi\u1ec1u ph\u1ea7n n\u00ean c\u00e2\u0300n pha\u0301t so\u0301ng v\u1edbi t\u00e2\u0300n su\u00e2\u0301t l\u1eb7p l\u1ea1i l\u01a1\u0301n \u0111\u00ea\u0309 kha\u0301n gia\u0309 kh\u00f4ng qu\u00ean c\u00f4\u0301t truy\u00ea\u0323n. Gia\u0309i pha\u0301p \u0111\u01b0\u01a1\u0323c nhi\u00ea\u0300u c\u00f4ng ty \u01b0a chu\u00f4\u0323ng hi\u00ea\u0323n nay v\u00e2\u0303n la\u0300 k\u00ea\u0301t h\u01a1\u0323p storytelling v\u01a1\u0301i viral marketing, bi\u00ea\u0301n c\u00e2u chuy\u00ea\u0323n tha\u0300nh nh\u01b0\u0303ng con virus \u0111\u01b0\u01a1\u0323c l\u00e2y lan trong th\u00ea\u0301 gi\u01a1\u0301i tr\u01b0\u0323c tuy\u00ea\u0301n… B\u00ean ca\u0323nh \u0111o\u0301, co\u0300n la\u0300 s\u01b0\u0323 k\u00ea\u0301t h\u01a1\u0323p gi\u01b0\u0303a storytelling marketing v\u01a1\u0301i ca\u0301c chi\u00ea\u0301n di\u0323ch PR quy m\u00f4, v\u01a1\u0301i s\u01b0\u0323 tham gia cu\u0309a ca\u0301c ph\u01b0\u01a1ng ti\u00ea\u0323n truy\u00ea\u0300n th\u00f4ng nh\u01b0 ba\u0301o \u0111i\u00ea\u0323n t\u01b0\u0309, truy\u00ea\u0300n hi\u0300nh, truy\u00ea\u0300n thanh, qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi… \u0111\u00ea\u0309 c\u00e2u chuy\u00ea\u0323n co\u0301 s\u01b0\u0301c s\u00f4\u0301ng ma\u0323nh me\u0303, \u0103n s\u00e2u va\u0300o ca\u0309m xu\u0301c cu\u0309a nho\u0301m \u0111\u00f4\u0301i t\u01b0\u01a1\u0323ng.<\/p>\n

Ngoa\u0300i nh\u01b0\u0303ng d\u01b0\u0323 a\u0301n tha\u0300nh c\u00f4ng, thu hu\u0301t \u0111\u01b0\u01a1\u0323c r\u00e2\u0301t \u0111\u00f4ng ng\u01b0\u01a1\u0300i tham gia va\u0300 \u0111\u00ea\u0309 la\u0323i nh\u01b0\u0303ng d\u00e2\u0301u \u00e2\u0301n xa\u0303 h\u00f4\u0323i ma\u0323nh me\u0303, cu\u0303ng co\u0301 nh\u1eefng c\u00e2u chuy\u1ec7n d\u01b0\u01a1\u0300ng nh\u01b0 \u0111a\u0303 kh\u00f4ng \u0111a\u0323t \u0111\u01b0\u01a1\u0323c hi\u00ea\u0323u qua\u0309 nh\u01b0 mong mu\u00f4\u0301n. V\u00ed d\u1ee5 tr\u01b0\u01a1\u0300ng h\u01a1\u0323p cu\u0309a c\u1eb7p v\u1ee3 ch\u1ed3ng v\u1ea3i Andy va\u0300 Lilly trong chi\u00ea\u0301n di\u0323ch marketing cu\u0309a nha\u0303n ha\u0300ng Comfort (Unilever). Co\u0301 ng\u01b0\u01a1\u0300i cho r\u0103\u0300ng, c\u1ed1t truy\u00ea\u0323n nha\u0323t kh\u00f4ng c\u00f3 nh\u1eefng n\u00fat th\u1eaft m\u1edf g\u00e2y c\u1ea5n cu\u0300ng v\u01a1\u0301i hi\u0300nh a\u0309nh “ky\u0300 qua\u0301i” cu\u0309a ca\u0301c nh\u00e2n v\u00e2\u0323t chi\u0301nh la\u0300 nh\u01b0\u0303ng nguy\u00ean nh\u00e2n c\u01a1 ba\u0309n khi\u00ea\u0301n ph\u00e2\u0300n \u0111\u00f4ng kha\u0301ch ha\u0300ng mu\u0323c ti\u00eau th\u1edd \u01a1 v\u01a1\u0301i chi\u1ebfn d\u1ecbch. M\u1ed9t c\u00e2u chuy\u1ec7n c\u00f3 th\u1ec3 th\u00e0nh c\u00f4ng \u1edf n\u01a1i n\u00e0y nh\u01b0ng ch\u01b0a ch\u1eafc \u0111\u00e3 ph\u00f9 h\u1ee3p v\u1edbi n\u1ec1n v\u0103n h\u00f3a \u1edf n\u01a1i kh\u00e1c. Do \u0111\u00f3, c\u00e1c marketer c\u1ea7n c\u00f3 s\u1ef1 tinh t\u1ebf khi l\u1ef1a ch\u1ecdn c\u1ed1t truy\u1ec7n v\u00e0 h\u00ecnh m\u1eabu nh\u00e2n v\u1eadt cho m\u1ed7i chi\u1ebfn d\u1ecbch storytelling.<\/p>\n

\n

Nguy\u00ean t\u1eafc G.R.E.A.T<\/strong><\/em><\/h3>\n

Th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch storytelling marketing ph\u1ee5 thu\u1ed9c 05 nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n:<\/em><\/p>\n

Glue:\u00a0<\/strong>s\u1ef1 k\u1ebft n\u1ed1i th\u00f4ng \u0111i\u1ec7p marketing v\u1edbi nh\u1eefng g\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho l\u00e0 th\u1eadt, nh\u1eefng c\u00e2u chuy\u1ec7n hi\u1ec7u qu\u1ea3 ch\u00ednh l\u00e0 \u1edf ch\u1ed7 g\u1eafn ch\u1eb7t v\u00e0o m\u1ed9t nh\u00f3m ni\u1ec1m tin \u0111\u1eb7c th\u00f9, gi\u1eef v\u1ecb tr\u00ed n\u1ec1n t\u1ea3ng v\u1edbi th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/em><\/p>\n

Reward\u00a0<\/strong>– ph\u1ea7n th\u01b0\u1edfng: nh\u1eefng c\u00e2u chuy\u1ec7n hay th\u01b0\u1eddng ch\u1ee9a nh\u1eefng cam k\u1ebft v\u1ec1 ph\u1ea7n th\u01b0\u1edfng x\u1ee9ng \u0111\u00e1ng nh\u01b0 gi\u1ea3m c\u00e2n, th\u00e0nh c\u00f4ng t\u00e0i ch\u00ednh, an to\u00e0n,… Ng\u01b0\u1eddi ta s\u1ebd l\u1eafng nghe n\u1ebfu b\u1ea1n n\u00f3i cho h\u1ecd bi\u1ebft nh\u1eefng \u0111i\u1ec1u h\u1ecd c\u00f3 th\u1ec3 \u0111\u1ea1t cho ri\u00eang m\u00ecnh, nh\u1eefng g\u00ec s\u1ebd t\u1ed1t cho cu\u1ed9c s\u1ed1ng c\u00e1 nh\u00e2n hay nh\u1eefng g\u00ec s\u1ebd gi\u00fap h\u1ecd \u0111\u1ea1t \u01b0\u1edbc m\u01a1.<\/em><\/p>\n

\u0110\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong 5 nguy\u00ean t\u1eafc l\u00e0\u00a0Emotion\u00a0<\/strong>– c\u1ea3m x\u00fac, s\u1ebd l\u00e0 m\u1ed9t c\u00e2u chuy\u1ec7n tuy\u1ec7t v\u1eddi n\u1ebfu n\u00f3 t\u00e1c \u0111\u1ed9ng m\u1ea1nh v\u00e0o nh\u1eefng t\u00ecnh c\u1ea3m s\u00e2u l\u1eafng nh\u1ea5t c\u1ee7a ng\u01b0\u1eddi nghe ch\u1ee9 kh\u00f4ng ph\u1ea3i t\u01b0 duy l\u00fd thuy\u1ebft c\u1ee7a h\u1ecd<\/em><\/p>\n

Authentic\u00a0<\/strong>– tin c\u1eady: m\u1ed9t c\u00e2u chuy\u1ec7n t\u1ed1t tr\u01b0\u1edbc h\u1ebft ph\u1ea3i l\u00e0 m\u1ed9t c\u00e2u chuy\u1ec7n \u0111\u00e1ng tin. \u0110i\u1ec1u n\u00e0y kh\u00f4ng \u0111\u00f2i h\u1ecfi c\u00e2u chuy\u1ec7n marketer lan truy\u1ec1n ph\u1ea3i \u0111\u1ea3m b\u1ea3o 100% l\u00e0 th\u1eadt, m\u00e0 n\u00f3 c\u1ea7n \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean nh\u1eefng th\u1ef1c t\u1ebf v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, tr\u00ean nh\u1eefng gi\u00e1 tr\u1ecb c\u00f3 th\u1eadt<\/em><\/p>\n

Target\u00a0<\/strong>– m\u1ee5c ti\u00eau: th\u00e0nh c\u00f4ng c\u1ee7a storytelling marketing ch\u1ec9 c\u00f3 \u0111\u01b0\u1ee3c n\u1ebfu c\u00e2u chuy\u1ec7n \u0111\u1ee3c ph\u00e1t tri\u1ec3n ph\u00f9 h\u1ee3p v\u1edbi nh\u00f3m ng\u01b0\u1eddi nghe. Hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch ph\u1ee5 thu\u1ed9c m\u1ee9c \u0111\u1ed9 li\u00ean quan c\u1ee7a c\u00e2u chuy\u1ec7n v\u00e0 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o \u0111i\u1ec1u n\u00e0y, marketer c\u1ea7n ph\u00e2n \u0111o\u1ea1n cho \u0111\u01b0\u1ee3c nh\u1eefng nh\u00f3m ng\u01b0\u1eddi chia s\u1ebb s\u1ef1 t\u01b0\u01a1ng \u0111\u1ed3ng trong h\u00e0nh vi, quan \u0111i\u1ec3m v\u00e0 c\u00e1ch s\u1ed1ng.<\/em><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

K\u1ec3 chuy\u1ec7n kh\u00f4ng ch\u1ec9 l\u00e0 c\u00e1ch \u0111\u1ec3 k\u1ebft n\u1ed1i qu\u00e1 kh\u1ee9 v\u1edbi hi\u1ec7n t\u1ea1i v\u00e0 t\u01b0\u01a1ng lai m\u00e0 c\u00f2n l\u00e0 c\u00e1ch th\u1ee9c lan truy\u1ec1n c\u1ea3m x\u00fac gi\u1eefa con ng\u01b0\u1eddi v\u1edbi con ng\u01b0\u1eddi. Marketing b\u1eb1ng k\u1ec3 chuy\u1ec7n (Storytelling Marketing) \u0111ang \u0111\u01b0\u1ee3c nhi\u1ec1u nh\u00e3n h\u00e0ng s\u1eed d\u1ee5ng trong c\u00e1c chi\u1ebfn d\u1ecbch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. Khi nh\u00e2n […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[196,232],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5552"}],"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=5552"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5552\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5552"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5552"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5552"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}