{"id":5555,"date":"2023-11-29T20:22:24","date_gmt":"2023-11-29T20:22:24","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5555"},"modified":"2023-12-21T11:01:53","modified_gmt":"2023-12-21T04:01:53","slug":"nghe-thuat-ke-chuyen-hap-dan-trong-marketing","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/nghe-thuat-ke-chuyen-hap-dan-trong-marketing.html","title":{"rendered":"Ngh\u1ec7 Thu\u1eadt K\u1ec3 Chuy\u1ec7n H\u1ea5p D\u1eabn Trong Marketing"},"content":{"rendered":"<h3>I. Storytelling Marketing \u2013 Ngh\u1ec7 thu\u1eadt k\u1ebft n\u1ed1i c\u1ea3m x\u00fac<\/h3>\n<p>Khi nh\u00e2n lo\u1ea1i c\u00f2n s\u1ed1ng trong c\u1ea3nh m\u00f4ng mu\u1ed9i th\u1eddi ti\u1ec1n s\u1eed, h\u1ecd ph\u1ea3i m\u01b0u sinh trong s\u1ef1 kh\u1eafc nghi\u1ec7t c\u1ee7a t\u1ef1 nhi\u00ean, c\u00f9ng s\u0103n b\u1eaft, h\u00e1i l\u01b0\u1ee3m ki\u1ebfm \u0103n v\u00e0 \u0111\u00eam v\u1ec1 c\u00f9ng nhau qu\u00e2y qu\u1ea7n trong hang \u0111\u00e1 b\u00ean \u00e1nh l\u1eeda b\u1eadp b\u00f9ng.<\/p>\n<p>H\u1ecd ng\u1ed3i b\u00ean nhau, b\u1eaft \u0111\u1ea7u k\u1ec3 nh\u1eefng c\u00e2u chuy\u1ec7n v\u1ec1 m\u1ed9t ng\u00e0y lao \u0111\u1ed9ng v\u1ea5t v\u1ea3, nh\u1eefng r\u1ee7i ro hay v\u1eadn may b\u1ea5t ng\u1edd v\u00e0 g\u00e1n ch\u00fang cho \u00fd c\u1ee7a th\u1ea7n linh v\u00e0 t\u1ed5 ti\u00ean. Nh\u1eefng th\u1ea7n tho\u1ea1i, truy\u1ec1n thuy\u1ebft, nh\u1eefng b\u1ea3n tr\u01b0\u1eddng ca d\u1ea7n \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh, ph\u00e1t tri\u1ec3n qua th\u1eddi gian v\u00e0 truy\u1ec1n t\u1eeb th\u1ebf h\u1ec7 n\u00e0y sang th\u1ebf h\u1ec7 kh\u00e1c.<\/p>\n<p>\u0110\u1ed1i v\u1edbi c\u00e1c nh\u00e0 v\u0103n h\u00f3a, kh\u1ea3o c\u1ed5 ng\u00e0y nay, nh\u1eefng c\u00e2u chuy\u1ec7n qu\u00e1 kh\u1ee9 c\u00f3 th\u1ec3 l\u00e0 c\u01a1 s\u1edf quan tr\u1ecdng cho nh\u1eefng kh\u00e1m ph\u00e1 m\u1edbi v\u1ec1 l\u1ecbch s\u1eed. Ri\u00eang \u0111\u1ed1i v\u1edbi c\u00e1c marketer, \u0111\u00f3 l\u00e0 nh\u1eefng v\u00ed d\u1ee5 thu\u1ea7n t\u00fay nh\u1ea5t v\u1ec1 ngh\u1ec7 thu\u1eadt k\u1ec3 chuy\u1ec7n.<\/p>\n<p>Trong l\u0129nh v\u1ef1c marketing, k\u1ec3 chuy\u1ec7n l\u00e0 h\u00ecnh th\u1ee9c ti\u1ebfp th\u1ecb n\u1ed9i dung d\u1ef1a tr\u00ean vi\u1ec7c x\u00e2y d\u1ef1ng, ph\u00e1t tri\u1ec3n v\u00e0 lan t\u1ecfa nh\u1eefng c\u00e2u chuy\u1ec7n l\u00fd th\u00fa, c\u00f3 li\u00ean quan tr\u1ef1c ti\u1ebfp ho\u1eb7c gi\u00e1n ti\u1ebfp t\u1edbi th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m hay h\u00ecnh \u1ea3nh c\u1ee7a h\u00e3ng.<\/p>\n<p>Trong quy\u1ec3n s\u00e1ch\u00a0<strong>\u201cStorytelling, Branding in Practice\u201d<\/strong>\u00a0(nh\u00e0 xu\u1ea5t b\u1ea3n Springer xu\u1ea5t b\u1ea3n n\u0103m 2005), nh\u00f3m t\u00e1c gi\u1ea3 cho r\u1eb1ng k\u1ec3 chuy\u1ec7n ch\u00ednh l\u00e0 ph\u01b0\u01a1ng th\u1ee9c quan tr\u1ecdng \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. Theo s\u1ed1 li\u1ec7u nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng c\u1ee7a Onespot \u2013 m\u1ed9t c\u00f4ng ty chuy\u00ean v\u1ec1 ti\u1ebfp th\u1ecb n\u1ed9i dung c\u1ee7a M\u1ef9 \u2013 th\u00ec\u00a0<strong>92%<\/strong>\u00a0<strong>kh\u00e1ch h\u00e0ng<\/strong>\u00a0cho bi\u1ebft h\u1ecd mu\u1ed1n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra c\u00e1c qu\u1ea3ng c\u00e1o d\u01b0\u1edbi h\u00ecnh th\u1ee9c m\u1ed9t c\u00e2u chuy\u1ec7n.<\/p>\n<p>M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh ph\u1ea3i \u0111\u01b0\u1ee3c t\u1ea1o d\u1ef1ng tr\u00ean nh\u1eefng gi\u00e1 tr\u1ecb r\u00f5 r\u00e0ng v\u00e0 ph\u1ea3i t\u1ea1o ra s\u1ef1 k\u1ebft n\u1ed1i c\u1ea3m x\u00fac v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. K\u1ec3 chuy\u1ec7n ch\u00ednh l\u00e0 ph\u01b0\u01a1ng ph\u00e1p c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng t\u1edbi c\u1ea3m x\u00fac v\u00e0 gi\u00fap nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau hi\u1ec3u \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb m\u00e0 marketer mu\u1ed1n t\u1ea1o ra.<\/p>\n<p>Ngh\u1ec7 thu\u1eadt k\u1ec3 chuy\u1ec7n trong marketing kh\u00f4ng \u0111\u01a1n thu\u1ea7n ch\u1ec9 l\u00e0 \u0111\u1ec3 gi\u1ea3i tr\u00ed. C\u00e2u chuy\u1ec7n hay ph\u1ea3i l\u00e0 m\u1ed9t c\u00e2u chuy\u1ec7n ch\u00e2n th\u1eadt, s\u00e1ng t\u1ea1o, mang l\u1ea1i nhi\u1ec1u c\u1ea3m x\u00fac, lan truy\u1ec1n c\u1ea3m h\u1ee9ng v\u00e0 d\u1eabn d\u1eaft \u0111\u1ed9c gi\u1ea3 v\u00e0o m\u1ed9t h\u00e0nh tr\u00ecnh. \u0110\u1ec3 chi\u1ebfn d\u1ecbch marketing c\u1ee7a b\u1ea1n ch\u1ea1m \u0111\u1ebfn c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng, h\u00e3y k\u1ec3 cho h\u1ecd m\u1ed9t c\u00e2u chuy\u1ec7n th\u1eadt cu\u1ed1n h\u00fat.<\/p>\n<h3>II. Nh\u1eefng b\u00ed quy\u1ebft k\u1ec3 chuy\u1ec7n h\u1ea5p d\u1eabn<\/h3>\n<p>Sau \u0111\u00e2y l\u00e0 nh\u1eefng b\u00ed quy\u1ebft gi\u00fap c\u00e1c makerter x\u00e2y d\u1ef1ng storytelling marketing th\u00e0nh c\u00f4ng<\/p>\n<p><strong>1. X\u00e2y d\u1ef1ng c\u1ed1t truy\u1ec7n v\u00e0 nh\u00e2n v\u1eadt ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng<\/strong><\/p>\n<p>Tr\u00ean th\u1ef1c t\u1ebf, kh\u00f4ng c\u00f3 m\u1ed9t c\u00f4ng th\u1ee9c chung \u0111\u1ec3 t\u1ea1o ra storytelling nh\u01b0ng nguy\u00ean t\u1eafc G.R.E.A.T sau \u0111\u00e2y l\u00e0 b\u1eaft bu\u1ed9c \u0111\u1ec3 \u0111\u1ecbnh h\u00ecnh n\u00ean m\u1ed9t chi\u1ebfn d\u1ecbch storytelling c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u:<\/p>\n<ul>\n<li>Glue (G\u1eafn k\u1ebft): c\u00e2u chuy\u1ec7n ph\u1ea3i g\u1eafn k\u1ebft v\u1edbi th\u00f4ng \u0111i\u1ec7p marketing. S\u1ef1 hi\u1ec7u qu\u1ea3 c\u1ee7a nh\u1eefng c\u00e2u chuy\u1ec7n n\u1eb1m \u1edf ch\u1ed7 n\u00f3 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.<\/li>\n<li>Reward (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,\u2026 Kh\u00e1ch h\u00e0ng 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 \u0111\u01b0\u1ee3c, nh\u1eefn g \u0111i\u1ec1u s\u1ebd c\u00f3 gi\u00e1 tr\u1ecb cho cu\u1ed9c s\u1ed1ng c\u00e1 nh\u00e2n hay nh\u1eefng \u0111i\u1ec1u s\u1ebd gi\u00fap h\u1ecd \u0111\u1ea1t \u0111\u01b0\u1ee3c \u01b0\u1edbc m\u01a1.<\/li>\n<li>Emotion (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 l\u00fd tr\u00ed c\u1ee7a h\u1ecd.<\/li>\n<li>Authentic (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.<\/li>\n<li>Target (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\u01b0\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.C\u00f9ng c\u1ed1t truy\u1ec7n m\u1ed9t c\u00f4 g\u00e1i xinh \u0111\u1eb9p, \u0111\u00e1ng th\u01b0\u01a1ng s\u1ed1ng chung v\u1edbi m\u1eb9 con d\u00ec gh\u1ebb v\u00e0 \u0111\u1ed5i \u0111\u1eddi khi l\u1ea5y \u0111\u01b0\u1ee3c ho\u00e0ng t\u1eed, \u1edf ph\u01b0\u01a1ng T\u00e2y \u0111\u00f3 l\u00e0 \u201cC\u00f4 b\u00e9 L\u1ecd Lem\u201d, c\u00f2n \u1edf Vi\u1ec7t Nam l\u00e0 \u201cT\u1ea5m C\u00e1m\u201d.<\/li>\n<\/ul>\n<p>Ngo\u00e0i ra, c\u00f3 r\u1ea5t nhi\u1ec1u phi\u00ean b\u1ea3n kh\u00e1c nhau tr\u00ean th\u1ebf gi\u1edbi c\u00f9ng k\u1ec3 v\u1ec1 m\u1ed9t c\u00e2u chuy\u1ec7n t\u01b0\u01a1ng t\u1ef1, ch\u1ec9 kh\u00e1c nhau \u1edf b\u1ed1i c\u1ea3nh di\u1ec5n ra c\u00e2u chuy\u1ec7n. Khi x\u00e2y d\u1ef1ng c\u1ed1t truy\u1ec7n trong marketing, c\u00e2u chuy\u1ec7n b\u1ea1n k\u1ec3 b\u1eaft bu\u1ed9c ph\u1ea3i ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng b\u1ea1n nh\u1eafm \u0111\u1ebfn.<\/p>\n<p><strong><em>V\u00ed d\u1ee5 th\u1ef1c t\u1ebf #1: C\u00e2u chuy\u1ec7n \u201c7 Ng\u00e0y T\u00ecm L\u1ea1i T\u00ecnh Y\u00eau\u201d c\u1ee7a Pond<\/em><\/strong><\/p>\n<p>Tr\u01b0\u1edbc m\u00f9a Valentine 2009 t\u1ea1i Vi\u1ec7t Nam, m\u1ed9t chi\u1ebfn d\u1ecbch marketing \u0111\u01b0\u1ee3c h\u00e3ng Unilever tung ra \u00edt nhi\u1ec1u mang d\u00e1ng d\u1ea5p c\u1ee7a storytelling v\u1edbi th\u01b0\u01a1ng hi\u1ec7u Pond\u2019s. Chi\u1ebfn d\u1ecbch n\u00e0y l\u00e0 series bao g\u1ed3m 5 \u0111o\u1ea1n phim qu\u1ea3ng c\u00e1o k\u1ec3 l\u1ea1i c\u00e2u chuy\u1ec7n \u201c7 ng\u00e0y t\u00ecm l\u1ea1i t\u00ecnh y\u00eau\u201d. B\u1ed9 phim n\u00f3i v\u1ec1 m\u1ed9t chuy\u1ec7n t\u00ecnh tay ba v\u1edbi m\u00f4-t\u00edp phim truy\u1ec1n h\u00ecnh H\u00e0n Qu\u1ed1c \u0111ang kh\u00e1 \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng t\u1ea1i th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam.<\/p>\n<p>\u1ede phi\u00ean b\u1ea3n qu\u1ed1c t\u1ebf, hai nh\u00e2n v\u1eadt ch\u00ednh t\u00ean l\u00e0 Carrie v\u00e0 Jack. Khi tri\u1ec3n khai chi\u1ebfn d\u1ecbch n\u00e0y \u1edf Vi\u1ec7t Nam, nh\u00e2n v\u1eadt \u0111\u01b0\u1ee3c \u0111\u1ed5i t\u00ean l\u1ea1i cho thu\u1ea7n Vi\u1ec7t l\u00e0 An v\u00e0 Huy, c\u00f9ng nh\u1eefng d\u00f2ng tin nh\u1eafn trong TVC \u0111\u1ec1u \u0111\u01b0\u1ee3c h\u1eadu k\u1ef3 \u0111\u1ec3 Vi\u1ec7t h\u00f3a.<\/p>\n<p>\u0110\u1ec3 t\u1ea1o s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1n gi\u1ea3, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 t\u1eadn d\u1ee5ng t\u1ed1i \u0111a nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p giao ti\u1ebfp tr\u1ef1c tuy\u1ebfn nh\u01b0 b\u00ecnh lu\u1eadn, d\u1ef1 \u0111o\u00e1n di\u1ec5n bi\u1ebfn ti\u1ebfp theo c\u1ee7a c\u00e2u chuy\u1ec7n tr\u00ean trang web do Pond t\u1ea1o ra cho chi\u1ebfn d\u1ecbch.<\/p>\n<p>C\u00f3 th\u1ec3 th\u1ea5y, vi\u1ec7c qu\u1ea3ng b\u00e1 th\u00f4ng qua h\u00ecnh th\u1ee9c k\u1ec3 c\u00e1c c\u00e2u chuy\u1ec7n (storytelling) nh\u01b0 chi\u1ebfn d\u1ecbch \u201c7 ng\u00e0y t\u00ecm l\u1ea1i t\u00ecnh y\u00eau\u201d c\u1ee7a Pond v\u1edbi k\u1ebft c\u1ee5c c\u00f3 h\u1eadu lu\u00f4n g\u1ee3i nh\u1eefng li\u00ean t\u01b0\u1edfng t\u00edch c\u1ef1c c\u1ee7a cho kh\u00e1ch h\u00e0ng d\u00e0nh cho th\u01b0\u01a1ng hi\u1ec7u, khi\u1ebfn h\u1ecd tin t\u01b0\u1edfng v\u00e0o nh\u1eefng cam k\u1ebft v\u00e0 gi\u00e1 tr\u1ecb m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mang l\u1ea1i cho h\u1ecd.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/it69HeVGOrI?feature=oembed\" width=\"100%\" height=\"522\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><em><strong>V\u00ed d\u1ee5 th\u1ef1c t\u1ebf #2: C\u00e2u chuy\u1ec7n v\u1ee3 ch\u1ed3ng v\u1ea3i Andy v\u00e0 Lili c\u1ee7a Comfort<\/strong><\/em><\/p>\n<p>B\u00ean c\u1ea1nh nh\u1eefng d\u1ef1 \u00e1n th\u00e0nh c\u00f4ng khi x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c c\u00e2u chuy\u1ec7n th\u00fa v\u1ecb, c\u0169ng c\u00f3 nh\u1eefng c\u00e2u chuy\u1ec7n d\u01b0\u1eddng nh\u01b0 \u0111\u00e3 kh\u00f4ng \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 nh\u01b0 mong mu\u1ed1n do v\u1ea5p ph\u1ea3i s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 v\u0103n ho\u00e1. Tr\u01b0\u1eddng h\u1ee3p c\u1ee7a c\u1eb7p v\u1ee3 ch\u1ed3ng v\u1ea3i Andy v\u00e0 Lilli trong chi\u1ebfn d\u1ecbch marketing c\u1ee7a nh\u00e3n h\u00e0ng Comfort (Unilever) l\u00e0 m\u1ed9t \u0111i\u1ec3n h\u00ecnh.<\/p>\n<p>C\u00e2u chuy\u1ec7n k\u1ec3 c\u1ee7a Comfort s\u1eed d\u1ee5ng nh\u1eefng h\u00ecnh \u1ea3nh \u0111\u1ed3 h\u1ecda kh\u00f4ng m\u1ea5y b\u1eaft m\u1eaft, c\u1eed ch\u1ec9 l\u1ea1i th\u00f4 n\u00ean ch\u1ec9 xem qu\u1ea3ng c\u00e1o v\u00e0i l\u1ea7n l\u00e0 ng\u01b0\u1eddi xem \u0111\u00e3 th\u1ea5y ch\u00e1n, cho d\u00f9 c\u1ed1t truy\u1ec7n li\u00ean t\u1ee5c thay \u0111\u1ed5i. V\u00e0 nh\u01b0\u1ee3c \u0111i\u1ec3m l\u1edbn nh\u1ea5t l\u00e0 x\u00e2y d\u1ef1ng nh\u00e2n v\u1eadt ho\u1ea1t h\u00ecnh l\u00e0 h\u00ecnh t\u01b0\u1ee3ng \u201csao\u201d ch\u1ec9 ph\u00f9 h\u1ee3p v\u1edbi gi\u1edbi tr\u1ebb nhi\u1ec1u h\u01a1n, trong khi \u0111a ph\u1ea7n ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh mua m\u1eb7t h\u00e0ng n\u00e0y l\u00e0 ch\u1ecb em n\u1ed9i tr\u1ee3.<\/p>\n<p>V\u00ec th\u1ebf, d\u00f9 th\u00f4ng \u0111i\u1ec7p \u0111\u1ea7y \u00fd ngh\u0129a nh\u01b0ng c\u00e1ch th\u1ec3 hi\u1ec7n, chia s\u1ebb l\u1ea1i ch\u01b0a ph\u00f9 h\u1ee3p do s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 v\u0103n h\u00f3a l\u00e0 nguy\u00ean nh\u00e2n d\u1eabn \u0111\u1ebfn s\u1ef1 th\u1edd \u01a1 c\u1ee7a kh\u00e1ch h\u00e0ng d\u00e0nh cho chi\u1ebfn d\u1ecbch n\u00e0y.<\/p>\n<p>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, \u0111\u1eb7c bi\u1ec7t \u0111\u1ed1i v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u mang t\u00ednh to\u00e0n c\u1ea7u. 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 marketing c\u1ee7a m\u00ecnh.<\/p>\n<p><strong>2. T\u1eadp trung v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/strong><\/p>\n<p>Th\u00e0nh b\u1ea1i c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch storytelling marketing ph\u1ee5 thu\u1ed9c nhi\u1ec1u v\u00e0o kh\u1ea3 n\u0103ng l\u00f4i k\u00e9o kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau qua c\u00e2u chuy\u1ec7n. Nhi\u1ec7m v\u1ee5 c\u1ee7a c\u00e1c marketer l\u00e0 ph\u1ea3i t\u00ecm ra \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau v\u00e0 vi\u1ebft ra c\u00e2u chuy\u1ec7n m\u00e0 m\u1ed7i ng\u01b0\u1eddi thu\u1ed9c nh\u00f3m \u0111\u00f3 c\u00f3 li\u00ean quan.<\/p>\n<p>\u0110\u00e2y l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh \u0111\u1ebfn vi\u1ec7c ng\u01b0\u1eddi d\u00f9ng c\u00f3 lan truy\u1ec1n c\u00e2u chuy\u1ec7n c\u1ee7a b\u1ea1n tr\u00ean c\u00e1c trang c\u00e1 nh\u00e2n c\u1ee7a h\u1ecd hay kh\u00f4ng.<\/p>\n<p>Ch\u1eb3ng h\u1ea1n, m\u1ed9t b\u00e0i vi\u1ebft v\u1edbi ti\u00eau \u0111\u1ec1 \u201c10 \u0111i\u1ec1u m\u1ecdi ng\u01b0\u1eddi tr\u00ean th\u1ebf gi\u1edbi \u0111\u1ec1u y\u00eau th\u00edch\u201d s\u1ebd \u00edt c\u00f3 kh\u1ea3 n\u0103ng \u0111\u01b0\u1ee3c chia s\u1ebb h\u01a1n so v\u1edbi b\u00e0i \u201c15 \u0111i\u1ec1u nh\u1eefng ng\u01b0\u1eddi h\u01b0\u1edbng n\u1ed9i c\u1ea7n bi\u1ebft\u201d. R\u00f5 r\u00e0ng, t\u1ef1a \u0111\u1ec1 n\u00e0y t\u1eadp trung \u0111\u1ebfn m\u1ed9t nh\u00f3m nh\u1ecf nh\u1eefng ng\u01b0\u1eddi c\u00f3 t\u00ednh c\u00e1ch h\u01b0\u1edbng n\u1ed9i v\u00e0 t\u1eeb \u0111\u00f3 d\u1ec5 d\u00e0ng thu h\u00fat nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y h\u01a1n.<\/p>\n<p>Ch\u00ednh v\u00ec v\u1eady, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng chia s\u1ebb nhi\u1ec1u h\u01a1n. Shane Snow \u2013 Gi\u00e1m \u0111\u1ed1c s\u00e1ng t\u1ea1o c\u1ee7a c\u00f4ng ty marketing Contently \u2013 \u0111\u01b0a ra l\u1eddi khuy\u00ean cho c\u00e1c marketer l\u00e0 h\u00e3y t\u00ecm m\u1ed9t nh\u00f3m ng\u01b0\u1eddi \u0111ang r\u1ea5t c\u1ea7n \u0111\u1ebfn nh\u1eefng g\u00ec b\u1ea1n vi\u1ebft, t\u1ea1o ra m\u1ed9t c\u00e2u chuy\u1ec7n th\u1eadt thu h\u00fat v\u1edbi h\u1ecd v\u00e0 l\u1edd \u0111i t\u1ea5t c\u1ea3 nh\u1eefng ng\u01b0\u1eddi c\u00f2n l\u1ea1i.<\/p>\n<p>V\u1edbi Shane, c\u00f3 3 y\u1ebfu t\u1ed1 c\u1ea7n thi\u1ebft \u0111\u1ec3 t\u1ea1o n\u00ean m\u1ed9t c\u00e2u chuy\u1ec7n th\u1eadt \u0111\u1eb9p g\u1eedi t\u1edbi kh\u00e1ch h\u00e0ng:<\/p>\n<ul>\n<li>Tr\u00f4i ch\u1ea3y\u00a0\u2013 B\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ecdc\/xem l\u01b0\u1edbt qua c\u00e2u chuy\u1ec7n m\u1ed9t c\u00e1ch nhanh ch\u00f3ng hay c\u00f2n b\u1ecb ng\u1eafc ng\u1ee9 \u1edf \u0111\u00e2u \u0111\u00f3?<\/li>\n<li>T\u00ednh li\u00ean k\u1ebft\u00a0\u2013 Li\u1ec7u c\u00e2u chuy\u1ec7n c\u1ee7a b\u1ea1n c\u00f3 m\u1ed1i li\u00ean k\u1ebft c\u00e1 nh\u00e2n v\u1edbi kh\u00e1ch h\u00e0ng \u1edf vi\u1ec7c g\u00ec \u0111\u00f3 hay kh\u00f4ng?<\/li>\n<li>M\u1edbi l\u1ea1\u00a0\u2013 Li\u1ec7u c\u00f3 \u0111i\u1ec1u g\u00ec ng\u1ea1c nhi\u00ean hay m\u1edbi l\u1ea1 trong c\u00e2u chuy\u1ec7n b\u1ea1n k\u1ec3? Th\u1eadm ch\u00ed, b\u1ea1n c\u00f3 t\u1ea1o ra \u0111\u01b0\u1ee3c b\u1ea5t k\u1ef3 thay \u0111\u1ed5i v\u1ec1 h\u00ecnh th\u1ee9c n\u00e0o so v\u1edbi nh\u1eefng c\u00e2u chuy\u1ec7n c\u0169 hay kh\u00f4ng?<\/li>\n<\/ul>\n<p><strong><em>V\u00ed d\u1ee5 th\u1ef1c t\u1ebf #3: Chi\u1ebfn d\u1ecbch \u201cReal Beauty\u201d (V\u1ebb \u0110\u1eb9p Th\u1eadt S\u1ef1) c\u1ee7a Dove<\/em><\/strong><\/p>\n<p>Nh\u1eafc \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u d\u1ea7u g\u1ed9i ch\u0103m s\u00f3c t\u00f3c cho ph\u00e1i \u0111\u1eb9p hi\u1ec7n nay kh\u00f4ng th\u1ec3 kh\u00f4ng n\u00f3i \u0111\u1ebfn Dove.<\/p>\n<p>&nbsp;<\/p>\n<p>\u0110\u1ec3 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh ng\u00e0y m\u1ed9t ghi \u0111\u01b0\u1ee3c d\u1ea5u \u1ea5n trong l\u00f2ng kh\u00e1ch h\u00e0ng, Dove \u0111\u00e3 th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch \u201cReal beauty\u201d \u0111\u1ec3 k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n th\u00fa v\u1ecb v\u1ec1 v\u1ebb \u0111\u1eb9p c\u1ee7a ph\u1ee5 n\u1eef. Chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 th\u00e0nh c\u00f4ng r\u1ef1c r\u1ee1 khi ch\u1ea1m \u0111\u01b0\u1ee3c \u0111\u1ebfn n\u01a1i xa nh\u1ea5t trong l\u00f2ng ng\u01b0\u1eddi ph\u1ee5 n\u1eef \u0111\u00f3 l\u00e0 tr\u00e1i tim.<\/p>\n<p>\u0110\u00e2y l\u00e0 c\u00e1ch th\u1ee9c Dove t\u1ea1o t\u00ednh li\u00ean k\u1ebft v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd th\u00f4ng qua s\u1ea3n ph\u1ea9m. M\u1ed9t trong nh\u1eefng \u0111o\u1ea1n clip \u1ea5n t\u01b0\u1ee3ng khi\u1ebfn ng\u01b0\u1eddi xem c\u1ea3m \u0111\u1ed9ng \u0111\u01b0\u1ee3c tung ra trong chi\u1ebfn d\u1ecbch n\u00e0y l\u00e0 \u201cReal beauty sketches\u201d.<\/p>\n<p>C\u00e2u chuy\u1ec7n c\u1ee7a Dove \u0111\u01b0\u1ee3c k\u1ec3 r\u1ea5t tr\u00f4i ch\u1ea3y t\u1ef1 nhi\u00ean khi kh\u00f4ng l\u1ed3ng gh\u00e9p s\u1ea3n ph\u1ea9m v\u00e0o video clip, ng\u01b0\u1eddi d\u00f9ng khi xem h\u1ebft \u0111o\u1ea1n phim th\u00fa v\u1ecb m\u1edbi bi\u1ebft \u0111\u00e2y l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch c\u1ee7a Dove.<\/p>\n<p>Trong \u0111o\u1ea1n clip, m\u1ed7i ph\u1ee5 n\u1eef s\u1ebd t\u1ef1 m\u00f4 t\u1ea3 v\u1ec1 v\u1ebb ngo\u00e0i c\u1ee7a ch\u00ednh b\u1ea3n th\u00e2n m\u00ecnh v\u00e0 ch\u00e2n dung c\u1ee7a h\u1ecd s\u1ebd \u0111\u01b0\u1ee3c v\u1ebd theo l\u1eddi m\u00f4 t\u1ea3 \u1ea5y. Sau \u0111\u00f3 s\u1ebd c\u00f3 m\u1ed9t ng\u01b0\u1eddi kh\u00e1c m\u00f4 t\u1ea3 l\u1ea1i ng\u01b0\u1eddi ph\u1ee5 n\u1eef n\u00e0y theo c\u1ea3m nh\u1eadn c\u1ee7a ri\u00eang h\u1ecd v\u00e0 h\u1ecda s\u0129 s\u1ebd v\u1ebd b\u1ee9c ch\u00e2n dung th\u1ee9 2.<\/p>\n<p>H\u00ecnh th\u1ee9c m\u1edbi l\u1ea1 b\u1eb1ng c\u00e1ch v\u1ebd tranh n\u00e0y k\u00edch th\u00edch s\u1ef1 t\u00f2 m\u00f2 c\u1ee7a nhi\u1ec1u kh\u00e1ch h\u00e0ng tham gia tr\u1ea3i nghi\u1ec7m c\u0169ng nh\u01b0 chia s\u1ebb video clip. Khi \u0111\u01b0\u1ee3c nh\u00ecn c\u1ea3 2 b\u1ee9c ch\u00e2n dung, nh\u1eefng ng\u01b0\u1eddi ph\u1ee5 n\u1eef n\u00e0y \u0111\u1ec1u v\u00f4 c\u00f9ng s\u1ed1c v\u00ec gi\u1ed1ng nh\u01b0 h\u1ecd \u0111ang nh\u00ecn 2 ng\u01b0\u1eddi ho\u00e0n to\u00e0n kh\u00e1c nhau.<\/p>\n<p>Th\u00f4ng qua clip n\u00e0y, Dove truy\u1ec1n t\u1ea3i m\u1ed9t th\u00f4ng \u0111i\u1ec7p \u00fd ngh\u0129a: ph\u1ee5 n\u1eef ph\u1ea3i bi\u1ebft tr\u00e2n tr\u1ecdng b\u1ea3n th\u00e2n m\u00ecnh v\u00e0 \u0111\u1eebng t\u1ef1 ti v\u00e0o v\u1ebb b\u1ec1 ngo\u00e0i.<\/p>\n<p><strong>3. K\u1ebft h\u1ee3p nhi\u1ec1u h\u00ecnh th\u1ee9c<\/strong><\/p>\n<p>Th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t cho c\u00e1c chi\u1ebfn d\u1ecbch storytelling marketing nhi\u1ec1u khi n\u1eb1m \u1edf v\u1ea5n \u0111\u1ec1 chi ph\u00ed. Nh\u1eefng c\u00e2u chuy\u1ec7n \u0111\u01b0\u1ee3c d\u00e0n d\u1ef1ng c\u00f4ng phu th\u01b0\u1eddng \u0111\u00f2i h\u1ecfi \u0111\u1ea7u t\u01b0 l\u1edbn do c\u00f3 k\u1ecbch b\u1ea3n d\u00e0i, chu\u1ed7i phim qu\u1ea3ng c\u00e1o nhi\u1ec1u ph\u1ea7n n\u00ean c\u1ea7n ph\u00e1t s\u00f3ng v\u1edbi t\u1ea7n su\u1ea5t l\u1eb7p l\u1ea1i l\u1edbn \u0111\u1ec3 kh\u00e1n gi\u1ea3 kh\u00f4ng qu\u00ean c\u1ed1t truy\u1ec7n.<\/p>\n<p>Gi\u1ea3i ph\u00e1p \u0111\u01b0\u1ee3c nhi\u1ec1u c\u00f4ng ty \u01b0a chu\u1ed9ng hi\u1ec7n nay v\u1eabn l\u00e0 k\u1ebft h\u1ee3p storytelling v\u1edbi viral marketing, bi\u1ebfn c\u00e2u chuy\u1ec7n th\u00e0nh nh\u1eefng con virus \u0111\u01b0\u1ee3c l\u00e2y lan trong th\u1ebf gi\u1edbi tr\u1ef1c tuy\u1ebfn.<\/p>\n<p>Nh\u00e3n h\u00e0ng Coca Cola c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 \u201ck\u1ec3 chuy\u1ec7n c\u1eeb kh\u00f4i nh\u1ea5t th\u1ebf gi\u1edbi\u201d. \u0110\u1eb1ng sau m\u1ed7i lon n\u01b0\u1edbc ng\u1ecdt Coca Cola v\u00e0 chi\u1ebfc m\u00e1y b\u00e1n t\u1ef1 \u0111\u1ed9ng, v\u1edbi tr\u00ed t\u01b0\u1edfng t\u01b0\u1ee3ng v\u00f4 bi\u00ean c\u1ee7a c\u00e1c chuy\u00ean gia marketing, h\u1ecd \u0111\u00e3 s\u00e1ng t\u1ea1o n\u00ean m\u1ed9t x\u1ee9 s\u1edf h\u1ea1nh ph\u00fac. \u201cHappiness Factory\u201d l\u00e0 m\u1ed9t trong nh\u1eefng chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (social media) d\u00e0i h\u01a1i v\u00e0 th\u00e0nh c\u00f4ng nh\u1ea5t c\u1ee7a Coca Cola.<\/p>\n<p>Ngo\u00e0i vi\u1ec7c ph\u00e1t \u0111o\u1ea1n TVC d\u00e0i h\u01a1n 1 ph\u00fat tr\u00ean c\u00e1c k\u00eanh truy\u1ec1n h\u00ecnh kh\u1eafp th\u1ebf gi\u1edbi, Coca Cola h\u1ee3p t\u00e1c v\u1edbi r\u1ea5t nhi\u1ec1u \u0111\u1ed1i t\u00e1c v\u00e0 c\u00e1c c\u00f4ng ty qu\u1ea3ng c\u00e1o \u0111\u1ec3 ch\u1eafc ch\u1eafn r\u1eb1ng th\u00f4ng \u0111i\u1ec7p n\u00e0y \u0111\u1ea1t \u0111\u1ebfn s\u1ed1 \u0111\u1ed9c gi\u1ea3 t\u1ed1i \u0111a.<\/p>\n<p>H\u00ecnh \u1ea3nh \u201cHappiness Factory\u201d xu\u1ea5t hi\u1ec7n kh\u1eafp c\u00e1c r\u1ea1p chi\u1ebfu phim, poster ngo\u00e0i tr\u1eddi, qu\u1ea3ng c\u00e1o in-game v\u00e0 in-app, viral tr\u00ean social media, c\u00e1c ho\u1ea1t \u0111\u1ed9ng ngo\u00e0i tr\u1eddi t\u00e1i hi\u1ec7n l\u1ea1i khung c\u1ea3nh nh\u00e0 m\u00e1y, c\u00e1c cu\u1ed9c thi, k\u00edch ho\u1ea1t th\u01b0\u01a1ng hi\u1ec7u,\u2026<\/p>\n<p>B\u00ean c\u1ea1nh \u0111\u00f3, h\u1ecd c\u0169ng k\u1ebft h\u1ee3p gi\u1eefa storytelling marketing v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch PR quy m\u00f4, v\u1edbi s\u1ef1 tham gia c\u1ee7a c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng nh\u01b0 b\u00e1o \u0111i\u1ec7n t\u1eed, truy\u1ec1n h\u00ecnh, truy\u1ec1n thanh, qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi,\u2026 \u0111\u1ec3 c\u00e2u chuy\u1ec7n c\u00f3 s\u1ee9c s\u1ed1ng m\u1ea1nh m\u1ebd, \u0103n s\u00e2u v\u00e0o c\u1ea3m x\u00fac c\u1ee7a nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I. Storytelling Marketing \u2013 Ngh\u1ec7 thu\u1eadt k\u1ebft n\u1ed1i c\u1ea3m x\u00fac Khi nh\u00e2n lo\u1ea1i c\u00f2n s\u1ed1ng trong c\u1ea3nh m\u00f4ng mu\u1ed9i th\u1eddi ti\u1ec1n s\u1eed, h\u1ecd ph\u1ea3i m\u01b0u sinh trong s\u1ef1 kh\u1eafc nghi\u1ec7t c\u1ee7a t\u1ef1 nhi\u00ean, c\u00f9ng s\u0103n b\u1eaft, h\u00e1i l\u01b0\u1ee3m ki\u1ebfm \u0103n v\u00e0 \u0111\u00eam v\u1ec1 c\u00f9ng nhau qu\u00e2y qu\u1ea7n trong hang \u0111\u00e1 b\u00ean \u00e1nh l\u1eeda b\u1eadp b\u00f9ng. [&hellip;]<\/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\/5555"}],"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=5555"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5555\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5555"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5555"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5555"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}