{"id":56009,"date":"2023-12-20T16:34:54","date_gmt":"2023-12-20T09:34:54","guid":{"rendered":"https:\/\/masterskills.org\/blog\/nhung-dieu-ma-cac-digital-marketer-hieu-sai-ve-marketing.html"},"modified":"2023-12-20T16:34:54","modified_gmt":"2023-12-20T09:34:54","slug":"nhung-dieu-ma-cac-digital-marketer-hieu-sai-ve-marketing","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/nhung-dieu-ma-cac-digital-marketer-hieu-sai-ve-marketing.html","title":{"rendered":"Nh\u1eefng \u0111i\u1ec1u m\u00e0 c\u00e1c Digital Marketer hi\u1ec3u sai v\u1ec1 Marketing"},"content":{"rendered":"
V\u1ea5n \u0111\u1ec1 l\u1edbn nh\u1ea5t c\u1ee7a ng\u00e0nh marketing trong th\u1eddi \u0111\u1ea1i c\u00f4ng ngh\u1ec7 b\u00f9ng n\u1ed5 hi\u1ec7n nay \u0111\u00f3 l\u00e0: C\u00f3 qu\u00e1 nhi\u1ec1u digital marketer kh\u00f4ng bi\u1ebft \u0111i\u1ec1u c\u01a1 b\u1ea3n c\u1ee7a marketing l\u00e0 g\u00ec?<\/em><\/p>\n

C\u00e1c marketer trong l\u0129nh v\u1ef1c digital \u2013 v\u1edbi vai tr\u00f2 th\u1ef1c ch\u1ea5t l\u00e0 marketer nhi\u1ec1u h\u01a1n l\u00e0 digital \u2013 th\u1ef1c s\u1ef1 n\u00ean h\u1ecdc c\u00e1ch ho\u00e0i nghi nhi\u1ec1u h\u01a1n \u0111\u1ec3 nh\u1eadn ra m\u00ecnh \u0111ang ch\u00ecm \u0111\u1eafm trong \u1ea3o \u1ea3nh v\u00f4 ngh\u0129a c\u1ee7a nh\u1eefng thu\u1eadt ng\u1eef s\u00e1o r\u1ed7ng nh\u01b0 th\u1ebf n\u00e0o.<\/p>\n

\u0110\u1ea7u ti\u00ean l\u00e0 c\u1ee5m t\u1eeb \u201cinbound marketing\u201d, m\u1ed9t kh\u00e1i ni\u1ec7m ra \u0111\u1eddi gi\u1eefa nh\u1eefng n\u0103m 2000 b\u1edfi HubSpot \u2013 m\u1ed9t c\u00f4ng ty b\u00e1n ph\u1ea7n m\u1ec1m inbound marketing (d\u0129 nhi\u00ean) v\u00e0 \u0111\u00e3 b\u1ecb m\u1ed9t ng\u01b0\u1eddi c\u1ef1u nh\u00e2n vi\u00ean, \u00f4ng Dan Lyons c\u00f4ng khai ch\u1ec9 tr\u00edch trong m\u1ed9t quy\u1ec3n s\u00e1ch c\u1ee7a \u00f4ng ph\u00e1t h\u00e0nh ng\u00e0y 05\/04.<\/p>\n

\"9953StartUp_1468466435\"<\/p>\n

\u00d4ng Lyons \u0111\u00e3 c\u00e1o bu\u1ed9c m\u1ed9t c\u00e1ch ng\u1ee5 \u00fd r\u1eb1ng, th\u00e0nh c\u00f4ng c\u1ee7a HubSpot d\u01b0\u1eddng nh\u01b0 \u0111\u1ebfn t\u1eeb vi\u1ec7c qu\u1ea3ng b\u00e1 cho thu\u1eadt ng\u1eef \u201cinbound marketing\u201d h\u01a1n l\u00e0 s\u1ea3n ph\u1ea9m th\u1ef1c s\u1ef1 c\u1ee7a h\u1ecd: \u201cNh\u1eefng v\u1ecb tr\u00ed \u0111\u1ea7u ti\u00ean m\u00e0 HubSpot thu\u00ea l\u00e0 Tr\u01b0\u1edfng ph\u00f2ng Sales v\u00e0 Tr\u01b0\u1edfng ph\u00f2ng Marketing. \u00d4ng Halligan v\u00e0 \u00f4ng Dharmesh \u0111\u00e3 \u0111\u1ea3m nh\u1eadn 2 vai tr\u00f2 n\u00e0y d\u00f9 l\u00fac \u0111\u00f3 c\u00f4ng ty ho\u00e0n to\u00e0n kh\u00f4ng c\u00f3 s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u1ec3 b\u00e1n v\u00e0 th\u1eadm ch\u00ed c\u00f2n ch\u01b0a c\u00f3 b\u1ea5t k\u1ef3 m\u1ed9t s\u1ef1 m\u01b0\u1eddng t\u01b0\u1ee3ng n\u00e0o v\u1ec1 s\u1ea3n ph\u1ea9m m\u00e0 h\u1ecd mu\u1ed1n t\u1ea1o ra. HubSpot \u0111\u00e3 b\u1eaft \u0111\u1ea7u nh\u01b0 m\u1ed9t c\u00f4ng ty b\u00e1n s\u1ea3n ph\u1ea9m nh\u01b0ng l\u1ea1i \u0111ang \u0111i t\u00ecm s\u1ea3n ph\u1ea9m \u0111\u1ec3 b\u00e1n\u201d.<\/p>\n

Th\u1ee9 hai, \u0111\u00f3 l\u00e0 c\u1ee5m t\u1eeb \u201ccontent marketing\u201d \u0111\u00e3 \u0111\u01b0\u1ee3c tuy\u00ean truy\u1ec1n r\u1ed9ng r\u00e3i v\u00e0o c\u00f9ng th\u1eddi gian tr\u00ean b\u1edfi \u00f4ng Joe Pulizzi. \u00d4ng l\u00e0 ng\u01b0\u1eddi t\u1ea1o ra Content Marketing Institute \u2013 d\u0129 nhi\u00ean, l\u1ea1i l\u1ea7n n\u1eefa, l\u00e0 c\u00f4ng ty b\u00e1n c\u00e1c kh\u00f3a h\u1ecdc hu\u1ea5n luy\u1ec7n Content Marketing, c\u0169ng nh\u01b0 b\u00e1n t\u1ea5m v\u00e9 b\u01b0\u1edbc ch\u00e2n v\u00e0o th\u1ebf gi\u1edbi h\u1ed9i th\u1ea3o Content Marketing to\u00e0n c\u1ea7u. V\u1eady \u201ccontent marketing\u201d l\u00e0 g\u00ec? \u0110\u1ecbnh ngh\u0129a c\u1ee7a Wikipedia l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh c\u1ee7a vi\u1ec7c \u201cn\u00f3i l\u00ean m\u1ed9t \u0111i\u1ec1u g\u00ec \u0111\u00f3 nh\u01b0ng th\u1ef1c s\u1ef1 l\u00e0 kh\u00f4ng n\u00f3i l\u00ean \u0111i\u1ec1u g\u00ec c\u1ea3!\u201d:<\/p>\n

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Content marketing l\u00e0 b\u1ea5t c\u1ee9 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng marketing n\u00e0o li\u00ean quan \u0111\u1ebfn vi\u1ec7c t\u1ea1o v\u00e0 chia s\u1ebb c\u00e1c n\u1ed9i dung truy\u1ec1n th\u00f4ng ho\u1eb7c xu\u1ea5t b\u1ea3n nh\u1eb1m m\u1ee5c \u0111\u00edch thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/em><\/p>\n<\/blockquote>\n

Vi\u1ec7c s\u1eed d\u1ee5ng nh\u1eefng thu\u1eadt ng\u1eef v\u00f4 ngh\u0129a m\u1ed9t c\u00e1ch tr\u00e0n lan \u0111\u00e3 t\u1ea1o n\u00ean m\u1ed9t th\u1ebf h\u1ec7 marketer non tr\u1ebb b\u00ec b\u00f5m l\u1ed9i v\u00e0o ngh\u1ec1 m\u00e0 kh\u00f4ng bi\u1ebft b\u1ea5t c\u1ee9 m\u1ed9t kh\u00e1i ni\u1ec7m c\u01a1 b\u1ea3n v\u00e0 th\u1ef1c ti\u1ec5n n\u00e0o \u2013 nh\u1eefng \u0111i\u1ec1u l\u00e0 n\u1ec1n t\u1ea3ng c\u01a1 b\u1ea3n c\u1ee7a ng\u00e0nh. K\u1ebft qu\u1ea3 l\u00e0 c\u00f3 qu\u00e1 nhi\u1ec1u \u201cdigital marketer\u201d \u0111ang l\u00e0m vi\u1ec7c d\u1ef1a tr\u00ean nh\u1eefng n\u1ec1n t\u1ea3ng sai l\u1ea7m, l\u00e0m \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ef1 chuy\u00ean nghi\u1ec7p c\u1ee7a ng\u00e0nh digital b\u1eb1ng c\u01a1n l\u0169 spam tr\u00ean Internet. \u0110\u1ec3 hi\u1ec3u th\u1ebf gi\u1edbi marketing n\u00e0y \u0111ang sai l\u1ec7ch theo h\u01b0\u1edbng n\u00e0o, tr\u01b0\u1edbc ti\u00ean, h\u00e3y so s\u00e1nh c\u00e1ch m\u00e0 ph\u00f2ng marketing \u0111i\u1ec1u h\u00e0nh c\u00f4ng vi\u1ec7c tr\u01b0\u1edbc v\u00e0 sau khi c\u00f3 s\u1ef1 ph\u1ed5 c\u1eadp \u0111\u1ea1i ch\u00fang c\u1ee7a Internet.<\/p>\n

\"9953GoogleTrends_1468466466\"<\/p>\n

H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng b\u00e2y gi\u1edd l\u00e0 n\u0103m 1996. B\u1ed9 ph\u1eadn marketing truy\u1ec1n th\u1ed1ng \u0111ang ngh\u0129 g\u00ec? \u0110\u00f3 l\u00e0 4P, l\u00e0 promotion mix, l\u00e0 chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng, l\u00e0 SWOT, l\u00e0 kh\u00e1i ni\u1ec7m 5 ngu\u1ed3n l\u1ef1c, l\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. Ti\u1ebfp theo \u0111\u00f3, v\u00e0o n\u0103m 2006, c\u00e1c \u0111\u1ed9i ng\u0169 digital marketing \u0111ang ngh\u0129 g\u00ec? \u0110\u00f3 l\u00e0 th\u1ee9 t\u1ef1 x\u1ebfp h\u1ea1ng tr\u00ean Google, l\u01b0\u1ee3ng traffic v\u00e0o websites, l\u01b0\u1ee3ng like tr\u00ean Facebook, l\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i tr\u00ean Twitter, t\u1ec9 tr\u1ecdng t\u1eeb kh\u00f3a, t\u1ea1o ra c\u00e1c back-links.<\/p>\n

\u201cB\u1ed9 ph\u1eadn marketing truy\u1ec1n th\u1ed1ng\u201d \u0111\u00e3 s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n chuy\u00ean nghi\u1ec7p, b\u00e0i b\u1ea3n trong nhi\u1ec1u th\u1eadp k\u1ef7 qua. Trong khi c\u00e1c \u201cph\u00f2ng ban marketing online\u201d t\u1ef1 g\u1ecdi m\u00ecnh l\u00e0 nh\u1eefng marketer nh\u01b0ng th\u1eadm ch\u00ed kh\u00f4ng hi\u1ec3u bi\u1ebft b\u1eb1ng m\u1ed9t sinh vi\u00ean marketing 18 tu\u1ed5i. S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa 2 ph\u00f2ng ban marketing \u0111\u00e3 \u0111ang t\u1ea1o n\u00ean 2 s\u1ef1 kh\u00e1c bi\u1ec7t r\u1ea5t l\u1edbn.<\/p>\n

Tuy nhi\u00ean, trong nh\u1eefng n\u0103m v\u1ec1 sau, marketing online c\u0169ng \u0111\u00e3 c\u00f3 s\u1ef1 ti\u1ebfn b\u1ed9 nh\u1ea5t \u0111\u1ecbnh. Google \u0111\u00e3 ng\u0103n ch\u1eb7n th\u00e0nh c\u00f4ng nh\u1eefng h\u00e0nh \u0111\u1ed9ng gian l\u1eadn \u0111\u1ec3 thay \u0111\u1ed5i v\u1ecb th\u1ee9 tr\u00ean b\u1ea3ng x\u1ebfp h\u1ea1ng. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u b\u1eaft \u0111\u1ea7u ph\u1ea3i tr\u1ea3 ti\u1ec1n cho l\u01b0\u1ee3ng reach tr\u00ean Facebook. Ph\u1ea7n l\u1edbn \u0111\u01b0\u1eddng link d\u1eabn \u0111\u1ebfn c\u00e1c trang web kh\u1edfi nghi\u1ec7p \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb d\u01b0\u1edbi d\u1ea1ng t\u1ef1 nhi\u00ean theo s\u1ea3n ph\u1ea9m nh\u1edd nh\u1eefng n\u1ed7 l\u1ef1c bao ph\u1ee7 v\u00e0 qu\u1ea3ng c\u00e1o v\u00e0 kh\u00f4ng c\u00f3 \u0111\u01b0\u1eddng link n\u00e0o \u0111\u01b0\u1ee3c d\u1ef1ng l\u00ean nh\u1edd c\u00f4ng t\u00e1c SEO (theo nghi\u00ean c\u1ee9u c\u1ee7a \u00f4ng John Doherty, ng\u01b0\u1eddi s\u00e1ng l\u1eadp c\u00f4ng ty Credo, \u0111\u00e3 c\u00f4ng khai tr\u00ean trang Moz h\u1ed3i th\u00e1ng 3 n\u0103m 2016).<\/p>\n

\n

C\u00e1c online marketer n\u00ean b\u1eaft \u0111\u1ea7u th\u1ef1c hi\u1ec7n nh\u1eefng ho\u1ea1t \u0111\u1ed9ng marketing v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c s\u1ef1.<\/p>\n<\/blockquote>\n

\u201cContent marketing\u201d ho\u00e0n to\u00e0n kh\u00f4ng c\u00f3 g\u00ec m\u1edbi<\/strong><\/h2>\n

Trong khi t\u1ea5t c\u1ea3 nh\u1eefng thay \u0111\u1ed5i n\u00e0y \u0111ang x\u1ea3y ra, c\u00e1c online marketer n\u00ean ng\u01b0ng c\u00e1c ho\u1ea1t \u0111\u1ed9ng \u201cng\u1ee5y t\u1ea1o marketing\u201d v\u00e0 b\u1eaft \u0111\u1ea7u th\u1ef1c hi\u1ec7n nh\u1eefng ho\u1ea1t \u0111\u1ed9ng marketing v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c s\u1ef1.<\/p>\n

V\u00e0 c\u00e1c \u201cinbound marketer\u201d \u0111\u00e3 sai, khi tuy\u00ean b\u1ed1 r\u1eb1ng: Nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c \u201coutbound\u201d nh\u01b0 qu\u1ea3ng c\u00e1o, PR \u0111\u00e3 \u201cch\u1ebft\u201d m\u00e0 kh\u00f4ng n\u00eau ra b\u1ea5t c\u1ee9 b\u1eb1ng ch\u1ee9ng n\u00e0o (\u00f4ng Martin Kihn c\u1ee7a Gartner c\u0169ng \u0111\u00e3 ph\u1ee7 nh\u1eadn tuy\u00ean b\u1ed1 n\u00e0y). V\u00ec v\u1eady, h\u1ecd (nh\u1eefng ng\u01b0\u1eddi b\u00e1n ph\u1ea7n m\u1ec1m inbound) v\u1eabn c\u1ea7n kh\u00e1c bi\u1ec7t h\u00f3a b\u1ea3n th\u00e2n b\u1eb1ng c\u00e1ch n\u00e0o \u0111\u00f3 \u0111\u1ec3 \u0111\u00e1p \u1ee9ng ph\u00f9 h\u1ee3p nhu c\u1ea7u m\u00e0 v\u1eabn c\u00f3 th\u1ec3 tr\u1ea3 l\u01b0\u01a1ng cho nh\u00e2n vi\u00ean c\u1ee7a m\u00ecnh, gi\u1eef ch\u00e2n kh\u00e1c h\u00e0ng v\u00e0 ng\u01b0\u1eddi d\u00f9ng ph\u1ea7n m\u1ec1m.<\/p>\n

Th\u1ebf gi\u1edbi digital marketing thay v\u00ec c\u1ed1 g\u1eafng d\u00f9ng nh\u1eefng thu\u1eadt ng\u1eef s\u00e1o r\u1ed7ng m\u1edbi th\u00ec h\u00e3y hi\u1ec7n th\u1ef1c h\u00f3a ch\u00fang \u0111\u1ec3 ch\u1ee9ng minh n\u1ed7 l\u1ef1c c\u1ee7a h\u1ecd c\u00f3 t\u1ea1o n\u00ean s\u1ef1 m\u1edbi m\u1ebb hay kh\u00e1c bi\u1ec7t. \u201cContent marketing\u201d l\u00e0 thu\u1eadt ng\u1eef xu\u1ea5t hi\u1ec7n sau khi c\u00e1c online marketer b\u1eaft \u0111\u1ea7u h\u00f4 h\u00e0o c\u00e2u kh\u1ea9u hi\u1ec7u \u201cngu ng\u1ed1c nh\u1ea5t\u201d trong l\u1ecbch s\u1eed marketing, \u0111\u00f3 l\u00e0:<\/p>\n

\u201cContent is King!\u201d<\/p>\n

B\u1ea5t c\u1ee9 ai \u0111ang tin ch\u1eafc v\u00e0o \u0111i\u1ec1u n\u00e0y c\u1ea7n th\u1ee9c t\u1ec9nh v\u00e0 nh\u1eadn ra th\u1ef1c tr\u1ea1ng r\u1eb1ng \u201cContent is King\u201d kh\u00f4ng mang l\u1ea1i b\u1ea5t c\u1ee9 \u00fd ngh\u0129a n\u00e0o cho ng\u00e0nh marketing. B\u1edfi v\u00ec sao?<\/p>\n

\"9953ContentMarketing_1468466504\"<\/p>\n

N\u1ed9i dung, d\u0129 nhi\u00ean, lu\u00f4n l\u00e0 ph\u1ea7n quan tr\u1ecdng nh\u1ea5t. Nh\u01b0 c\u00e1c qu\u1ea3ng c\u00e1o bia \u0111\u01b0\u1ee3c chi\u1ebfu tr\u00ean TV v\u00e0o m\u00f9a cao \u0111i\u1ec3m. Hay m\u1ed9t video g\u00e2y scandal \u0111\u01b0\u1ee3c \u0111\u0103ng l\u00ean Facebook. M\u1ed9t b\u1ee9c h\u00ecnh t\u1ef1 s\u01b0\u1edbng c\u1ee7a m\u1ed9t ng\u01b0\u1eddi b\u1ecb b\u1ec7nh cu\u1ed3ng b\u1ea3n th\u00e2n \u0111\u0103ng l\u00ean Instagram. Hay nh\u01b0 ch\u00ednh b\u00e0i vi\u1ebft n\u00e0y, c\u0169ng l\u00e0 n\u1ed9i dung, v\u00e0 c\u00f3 th\u1ec3 n\u00f3 s\u1ebd b\u1ecb c\u1ed9ng \u0111\u1ed3ng marketing ph\u1edbt l\u1edd, b\u1edfi nh\u1eefng marketer th\u00e8m-kh\u00e1t-\u0111\u01b0\u1ee3c-ch\u00fa-\u00fd s\u1ebd lu\u00f4n tuy\u00ean truy\u1ec1n v\u1ec1 s\u1ef1 thay \u0111\u1ed5i c\u1ee7a m\u1ed9t s\u1ed1 m\u00f4 th\u1ee9c truy\u1ec1n th\u1ed1ng nh\u1eb1m m\u1ee5c \u0111\u00edch t\u1ea1o d\u1ef1ng t\u00ean tu\u1ed5i cho m\u00ecnh, ngay c\u1ea3 khi nh\u1eefng \u201cthay \u0111\u1ed5i\u201d \u0111\u00f3 ho\u00e0n to\u00e0n v\u00f4 ngh\u0129a.<\/p>\n

N\u1ebfu qu\u1ea3ng c\u00e1o bia kh\u00f4ng h\u1ea5p d\u1eabn, n\u1ebfu viral video kh\u00f4ng thu h\u00fat \u0111\u01b0\u1ee3c ng\u01b0\u1eddi xem, n\u1ebfu b\u1ee9c \u1ea3nh t\u1ef1 s\u01b0\u1edbng kh\u00f4ng \u0111\u1ea1t \u0111\u1ee7 l\u01b0\u1ee3ng \u201clikes\u201d, th\u00ec t\u01b0\u01a1ng t\u1ef1 nh\u01b0 nhau, t\u1ea5t c\u1ea3 \u0111\u1ec1u ch\u1eb3ng c\u00f3 \u00fd ngh\u0129a g\u00ec. N\u1ed9i dung l\u00fac n\u00e0o m\u00e0 ch\u1eb3ng quan tr\u1ecdng.<\/p>\n

Marketer lu\u00f4n c\u1ed1 g\u1eafng t\u1ea1o ra m\u1ed9t th\u00f4ng \u0111i\u1ec7p v\u00e0 truy\u1ec1n t\u1ea3i n\u00f3 th\u00f4ng qua m\u1ed9t n\u1ed9i dung, n\u1ed9i dung \u0111\u00f3 \u0111\u1ebfn v\u1edbi ng\u01b0\u1eddi d\u00f9ng th\u00f4ng qua m\u1ed9t k\u00eanh n\u00e0o \u0111\u00f3; t\u1ea5t c\u1ea3 \u0111\u1ec1u nh\u1eb1m m\u1ee5c \u0111\u00edch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, t\u0103ng nhu c\u1ea7u v\u00e0 khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng mua s\u1ea3n ph\u1ea9m. \u0110i\u1ec1u \u0111\u00f3 v\u1eabn \u0111\u00fang cho \u0111\u1ebfn ng\u00e0y nay \u2013 \u0111i\u1ec1u kh\u00e1c bi\u1ec7t duy nh\u1ea5t l\u00e0 ch\u00fang c\u00f3 th\u00eam nhi\u1ec1u k\u00eanh kh\u00e1c nhau \u0111\u1ec3 truy\u1ec1n t\u1ea3i n\u1ed9i dung, nh\u01b0 Internet, c\u00e1c thi\u1ebft b\u1ecb di \u0111\u1ed9ng, v\u00e0 nh\u1eefng k\u00eanh n\u00e0y mang l\u1ea1i nhi\u1ec1u \u0111\u1ecbnh d\u1ea1ng n\u1ed9i dung v\u00f4 c\u00f9ng phong ph\u00fa.<\/p>\n

V\u00e0o th\u1eadp ni\u00ean 50, m\u1ed9t marketer c\u00f3 th\u1ec3 t\u1ea1o ra m\u1ed9t th\u00f4ng \u0111i\u1ec7p v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m r\u1ed3i \u0111\u01b0a l\u00ean qu\u1ea3ng c\u00e1o in \u1ea5n v\u00e0 \u0111\u0103ng tr\u00ean c\u00e1c t\u1ea1p ch\u00ed. Ng\u00e0y nay, m\u1ed9t marketer c\u00f3 th\u1ec3 \u0111\u01b0a th\u00f4ng \u0111i\u1ec7p \u0111\u00f3 l\u00ean m\u1ed9t video v\u00e0 \u0111\u0103ng tr\u00ean YouTube.<\/p>\n

C\u00f4ng c\u1ee5 v\u00e0 k\u00eanh \u0111\u00e3 thay \u0111\u1ed5i, nh\u01b0ng quy tr\u00ecnh th\u00ec v\u1eabn y nguy\u00ean. C\u00e1c \u201ccontent marketer\u201d ng\u00e0y nay \u0111ang l\u00e0m nh\u1eefng \u0111i\u1ec1u y h\u1ec7t nh\u01b0 c\u00e1c marketer th\u1eadp ni\u00ean 50. \u0110\u1eb7c bi\u1ec7t, trong c\u00e1c c\u1ed9ng \u0111\u1ed3ng SEO, nhi\u1ec1u agency chuy\u00ean cung c\u1ea5p c\u00e1c ph\u1ea7n m\u1ec1m marketing \u0111ang nh\u1eadn ra t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c c\u1ee7a nh\u1eefng thu\u1eadt ng\u1eef s\u00e1o r\u1ed7ng v\u00e0 h\u1ecd b\u1eaft \u0111\u1ea7u x\u00e2y d\u1ef1ng l\u1ea1i th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh t\u1eeb \u201cSEO\u201d sang \u201cmarketing\u201d.<\/p>\n

Cu\u1ed1i c\u00f9ng, t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing \u0111\u1ec1u l\u00e0 \u201ccontent marketing\u201d b\u1edfi v\u00ec t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing \u0111\u1ec1u s\u1eed d\u1ee5ng \u201ccontent\u201d. Ph\u1ea7n l\u1edbn nh\u1eefng ng\u01b0\u1eddi s\u1eed d\u1ee5ng t\u1eeb \u201ccontent\u201d l\u1ea1i kh\u00f4ng ch\u1eafc ch\u1eafn \u0111i\u1ec1u m\u00ecnh \u0111ang l\u00e0m ch\u00ednh x\u00e1c l\u00e0 g\u00ec. M\u1ed9t qu\u1ea3ng c\u00e1o, h\u1ecd c\u0169ng g\u1ecdi \u0111\u1ea5y l\u00e0 content. M\u1ed9t \u1ea5n ph\u1ea9m marketing \u0111\u1ec3 h\u1ed7 tr\u1ee3 b\u00e1n h\u00e0ng trong m\u1ed9t chi\u1ebfn d\u1ecbch marketing tr\u1ef1c ti\u1ebfp, h\u1ecd c\u0169ng g\u1ecdi l\u00e0 content. M\u1ed9t video, c\u0169ng kh\u00f4ng kh\u00e1c g\u00ec. \u0110\u1ecbnh ngh\u0129a s\u00e1ng t\u1ea1o m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c s\u1ebd gi\u00fap b\u1ea1n t\u00ecm c\u00e1ch th\u1ee9c t\u1ed1t nh\u1ea5t \u0111\u1ec3 th\u1ef1c hi\u1ec7n c\u00f4ng vi\u1ec7c c\u1ee7a m\u00ecnh.<\/p>\n

N\u1ebfu marketer kh\u00f4ng thay \u0111\u1ed5i t\u01b0 duy c\u1ee7a m\u00ecnh, h\u1ecd s\u1ebd ti\u1ebfp t\u1ee5c xem \u201ccontent\u201d nh\u01b0 m\u1ed9t c\u00e1i m\u00e1y v\u00e0 spam Internet v\u1edbi m\u1ed9t \u0111\u1ed1ng nh\u1eefng th\u1ee9 t\u00e0o lao, ng\u00e0y c\u00e0ng r\u1ebb ti\u1ec1n m\u00e0 h\u1ecd t\u1ef1 g\u1ecdi l\u00e0 \u201ccontent\u201d. Nh\u01b0ng \u201ccontent\u201d kh\u00f4ng ph\u1ea3i m\u1ed9t th\u1ee9 h\u00e0ng h\u00f3a. S\u00e1ng t\u1ea1o kh\u00f4ng th\u1ec3 s\u1ea3n xu\u1ea5t h\u00e0ng lo\u1ea1t \u0111\u01b0\u1ee3c. Nh\u01b0 Greg Satell \u0111\u00e3 vi\u1ebft trong b\u00e0i review tr\u00ean t\u1edd Harvard Business:<\/p>\n

\n

Ch\u00fang t\u00f4i kh\u00f4ng bao gi\u1edd g\u1ecdi b\u1ea5t c\u1ee9 th\u1ee9 g\u00ec l\u00e0 m\u1ed9t \u201ccontent\u201d t\u1ed1t. Kh\u00f4ng c\u00f3 b\u1ea5t c\u1ee9 ai sau khi xem phim b\u1ed9 phim m\u00ecnh y\u00eau th\u00edch s\u1ebd th\u1ed1t l\u00ean \u201cWow! Th\u1eadt l\u00e0 m\u1ed9t n\u1ed9i dung tuy\u1ec7t v\u1eddi!\u201d. Kh\u00f4ng ai l\u1eafng nghe nh\u1eefng \u201cn\u1ed9i dung\u201d tr\u00ean \u0111\u01b0\u1eddng \u0111i l\u00e0m v\u00e0o bu\u1ed5i s\u00e1ng. B\u1ea1n ngh\u0129 c\u00f3 ai g\u1ecdi \u0111\u1ea1i v\u0103n h\u00e0o Ernest Hemingway l\u00e0 m\u1ed9t ng\u01b0\u1eddi \u201cs\u00e1ng t\u1ea1o n\u1ed9i dung\u201d? N\u1ebfu c\u00f3 ai t\u1eebng nh\u01b0 v\u1eady th\u00ec t\u00f4i s\u1ebd xin anh ta t\u1ef1 \u0111\u1ea5m v\u00e0o m\u0169i m\u00ecnh.<\/p>\n<\/blockquote>\n

Gi\u1ea3 s\u1eed, \u0111i\u1ec1u b\u1ea1n \u0111ang th\u1ef1c s\u1ef1 l\u00e0m l\u00e0 t\u1ea1o ra m\u1ed9t qu\u1ea3ng c\u00e1o, th\u00ec \u0111\u1eebng g\u1ecdi n\u00f3 l\u00e0 \u201ccontent\u201d \u2013 h\u00e3y t\u1ef1 h\u00e0o v\u00ec b\u1ea1n \u0111ang th\u1ef1c hi\u1ec7n m\u1ed9t qu\u1ea3ng c\u00e1o th\u01b0\u01a1ng m\u1ea1i cho kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n v\u00e0 l\u00e0m cho n\u00f3 tuy\u1ec7t v\u1eddi \u0111\u1ee7 \u0111\u1ec3 m\u1ecdi ng\u01b0\u1eddi nh\u1edb v\u1ec1 n\u00f3 trong v\u00e0i n\u0103m sau \u0111\u00f3.<\/p>\n

B\u00ed \u1ea9n \u201cinbound marketing\u201d<\/strong><\/h2>\n

T\u1ed5ng qu\u00e1t quy tr\u00ecnh marketing m\u00e0 t\u00f4i mi\u00eau t\u1ea3 \u1edf tr\u00ean \u0111\u1ec1u thu\u1ed9c 1 trong 5 l\u0129nh v\u1ef1c promotion mix sau: marketing tr\u1ef1c ti\u1ebfp (direct marketing), qu\u1ea3ng c\u00e1o (advertising), b\u00e1n h\u00e0ng c\u00e1 nh\u00e2n (personal selling), khuy\u1ebfn m\u00e3i (sales promotion) v\u00e0 xu\u1ea5t b\u1ea3n (publicity) (promotion mix c\u0169ng s\u1eed d\u1ee5ng 4P c\u1ee7a marketing mix bao g\u1ed3m: Product, Price, Place v\u00e0 Promotion).<\/p>\n

\"9953MarketingCommunications_1468466574\"<\/p>\n

T\u00f4i \u0111\u00e3 gi\u1ea3i th\u00edch 4P, promotion mix v\u00e0 c\u00e1c b\u01b0\u1edbc ti\u1ebfp c\u1eadn chi\u1ebfn l\u01b0\u1ee3c v\u0129 m\u00f4 trong m\u1ed9t b\u00e0i lu\u1eadn tr\u01b0\u1edbc \u0111\u00e2y, gi\u1edd t\u00f4i t\u00f3m t\u1eaft ng\u1eafn g\u1ecdn l\u1ea1i nh\u01b0 sau:<\/p>\n

    \n
  • Marketing tr\u1ef1c ti\u1ebfp l\u00e0 vi\u1ec7c g\u1eedi c\u00e1c \u1ea5n ph\u1ea9m b\u00e1n h\u00e0ng \u0111\u1ebfn danh s\u00e1ch nh\u1eefng ng\u01b0\u1eddi c\u1ee5 th\u1ec3, nh\u1eb1m \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng ph\u1ea3n h\u1ed3i tr\u1ef1c ti\u1ebfp, ngay l\u1eadp t\u1ee9c. Bao g\u1ed3m g\u1eedi th\u01b0 tr\u1ef1c ti\u1ebfp, g\u1eedi email, v\u00e0 ph\u1ea7n l\u1edbn c\u00e1c qu\u1ea3ng c\u00e1o tr\u00ean Internet, di \u0111\u1ed9ng v\u00e0 c\u00e1c m\u1ea1ng x\u00e3 h\u1ed9i.
    \n(\u0110\u00fang v\u1eady! Ph\u1ea7n l\u1edbn c\u00e1c qu\u1ea3ng c\u00e1o tr\u00ean online v\u00e0 di \u0111\u1ed9ng, th\u1ef1c s\u1ef1 l\u00e0 marketing tr\u1ef1c ti\u1ebfp ch\u1ee9 kh\u00f4ng ph\u1ea3i qu\u1ea3ng c\u00e1o!)<\/li>\n
  • Advertising \u2013 Qu\u1ea3ng c\u00e1o s\u1eed d\u1ee5ng nh\u1eefng k\u00eanh \u0111\u1ea1i ch\u00fang \u0111\u1ec3 t\u0103ng m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft v\u00e0 g\u1eafn k\u1ebft gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u1edbi kh\u1ea3n gi\u1ea3 \u0111\u1ea1i ch\u00fang.<\/li>\n
  • Personal selling \u2013 B\u00e1n h\u00e0ng c\u00e1 nh\u00e2n s\u1eed d\u1ee5ng nh\u1eefng nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng th\u01b0\u1eddng l\u00e0 l\u1ef1a ch\u1ecdn c\u1ee7a nh\u1eefng c\u00f4ng ty B2B ho\u1eb7c B2C cao c\u1ea5p, c\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y th\u01b0\u1eddng c\u00f3 v\u00f2ng \u0111\u1eddi s\u1ea3n ph\u1ea9m d\u00e0i.<\/li>\n
  • Sales promotion \u2013 Khuy\u1ebfn m\u00e3i l\u00e0 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng ng\u1eafn h\u1ea1n nh\u1eb1m khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi d\u00f9ng mua ho\u1eb7c b\u00e1n m\u1ed9t s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5, th\u00f4ng qua gi\u1ea3m gi\u00e1 ho\u1eb7c c\u00e1c coupon.
    \nK\u00edch ho\u1ea1t \u2013 l\u00e0 c\u00e1ch th\u1ee9c gia t\u0103ng l\u01b0\u1ee3ng nh\u00ecn th\u1ea5y ho\u1eb7c m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u00f4ng qua t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp tr\u00ean c\u00e1c k\u00eanh media t\u1ef1 c\u00f3 ho\u1eb7c tr\u1ea3 ti\u1ec1n (owned ho\u1eb7c earned media).<\/li>\n<\/ul>\n

    \u1ede \u0111\u00e2y, t\u00f4i kh\u00f4ng li\u1ec7t k\u00ea \u201cinbound marketing\u201d hay \u201ccontent marketing\u201d ho\u1eb7c \u201csocial media marketing\u201d, b\u1edfi v\u00ec ch\u00fang kh\u00f4ng ph\u1ea3i m\u1ed9t ph\u1ea7n c\u1ee7a promotion mix, v\u00e0 th\u1ef1c s\u1ef1 ch\u00fang kh\u00f4ng n\u00ean t\u1ed3n t\u1ea1i ngay t\u1eeb \u0111\u1ea7u. B\u1ea5t c\u1ee9 v\u00ed d\u1ee5 n\u00e0o v\u1ec1 3 kh\u00e1i ni\u1ec7m tr\u00ean \u0111\u1ec1u ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 m\u1ed9t c\u00e1ch g\u1ecdi kh\u00e1c c\u1ee7a nh\u1eefng kh\u00e1i ni\u1ec7m \u0111\u00e3 t\u1ed3n t\u1ea1i tr\u01b0\u1edbc gi\u1edd trong promotion mix:<\/p>\n

      \n
    • Clip \u201cThe Dollar Shave Club\u201d kh\u00f4ng ph\u1ea3i m\u1ed9t \u201ccontent marketing\u201d \u2013 n\u00f3 l\u00e0 qu\u1ea3ng c\u00e1o (\u0111\u01b0\u1ee3c \u0111\u0103ng t\u1ea3i tr\u00ean YouTube).<\/li>\n
    • S\u1ef1 ki\u1ec7n \u201cRed Bull\u2019s space jump\u201d kh\u00f4ng ph\u1ea3i \u201ccontent marketing\u201d \u2013 n\u00f3 l\u00e0 m\u1ed9t h\u00ecnh th\u1ee9c k\u00edch ho\u1ea1t th\u01b0\u01a1ng hi\u1ec7u (\u0111\u01b0\u1ee3c \u0111\u0103ng t\u1ea3i th\u00f4ng qua mang x\u00e3 h\u1ed9i v\u00e0 tin t\u1ee9c).<\/li>\n
    • C\u00e2u Tweet n\u1ed5i ti\u1ebfng c\u1ee7a Oreo m\u00f9a Super Bowl kh\u00f4ng ph\u1ea3i \u201csocial media marketing\u201d \u2013 n\u00f3 l\u00e0 m\u1ed9t d\u1ea1ng k\u00edch ho\u1ea1t th\u01b0\u01a1ng hi\u1ec7u tr\u00ean digital (\u0111\u01b0\u1ee3c \u0111\u0103ng t\u1ea3i th\u00f4ng qua Twitter)<\/li>\n<\/ul>\n

      Nh\u1eefng v\u00ed d\u1ee5 tr\u00ean, d\u00f9 sao, ph\u1ea7n l\u1edbn l\u00e0 c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 kh\u00e1ch h\u00e0ng \u0111\u1ea1i ch\u00fang. R\u1ea5t hi\u1ebfm th\u1ea5y c\u00f3 start-up c\u00f4ng ngh\u1ec7 cao n\u00e0o \u0111ang l\u00e0m ra b\u1ea5t c\u1ee9 ho\u1ea1t \u0111\u1ed9ng n\u00e0o t\u01b0\u01a1ng t\u1ef1 v\u00ec b\u1ea3n ch\u1ea5t c\u1ee7a ng\u00e0nh n\u00e0y kh\u00f4ng cho ph\u00e9p.<\/p>\n

      \u01afu th\u1ebf c\u1ee7a direct marketing<\/strong><\/h2>\n

      M\u1ed9t trong nh\u1eefng t\u1edd b\u00e1o marketing online l\u1edbn nh\u1ea5t l\u00e0 Marketing Land, th\u1ef1c s\u1ef1 \u0111ang t\u1eadp trung ph\u1ea7n l\u1edbn v\u00e0o direct marketing d\u00f9 h\u1ecd s\u1eed d\u1ee5ng nhi\u1ec1u c\u00e1i t\u00ean kh\u00e1c nhau \u0111\u1ec3 g\u1ecdi:<\/p>\n

      \"9953MarketingLand_1468466989\"<\/p>\n

      T\u00f4i c\u00f3 m\u1ed9t l\u1eddi khuy\u00ean d\u00e0nh cho ban bi\u00ean t\u1eadp: h\u1ecd n\u00ean th\u00eam v\u00e0o \u0111\u00f3 c\u00e1c chuy\u00ean m\u1ee5c qu\u1ea3ng c\u00e1o, k\u00edch ho\u1ea1t, b\u00e1n h\u00e0ng \u0111\u1ec3 thu h\u00fat th\u00eam nhi\u1ec1u marketer v\u00e0 nh\u00e2n vi\u00ean kinh doanh n\u1eefa, nh\u1eefng ng\u01b0\u1eddi c\u00f3 s\u1ef1 quan t\u00e2m \u0111\u1ebfn h\u00ecnh th\u1ee9c marketing mix.<\/p>\n

      C\u00e1c start-up c\u00f4ng ngh\u1ec7 r\u1ea5t th\u00edch direct marketing. T\u1ea1i sao? V\u00ec s\u1ef1 s\u1ed1ng s\u00f3t c\u1ee7a h\u1ecd ph\u1ee5 thu\u1ed9c v\u00e0o nh\u1eefng b\u00e1o c\u00e1o ph\u00e2n t\u00edch, nh\u1eefng ch\u1ec9 s\u1ed1 ph\u00e1t tri\u1ec3n, v\u00e0 direct marketing l\u00e0 m\u1ed9t ph\u01b0\u01a1ng th\u1ee9c r\u1ea5t d\u1ec5 \u0111o l\u01b0\u1eddng. G\u1ea7n \u0111\u00e2y, Google \u0111\u00e3 ra m\u1eaft c\u00f4ng c\u1ee5 Analytics 360 Suite \u2013 \u0111\u01a1n thu\u1ea7n l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u1ee5c v\u1ee5 cho nhu c\u1ea7u tr\u00ean.<\/p>\n

      N\u1ebfu k\u00eanh media \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng l\u00e0 email, Google AdWords hay Facebook th\u00ec t\u1ea5t c\u1ea3 c\u00e1c platform n\u00e0y s\u1ebd \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch d\u1eef li\u1ec7u t\u1ec9 m\u1ec9, k\u1ebft qu\u1ea3 s\u1ebd \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng b\u1edfi l\u01b0\u1ee3ng \u201clikes\u201d, clicks, shares c\u0169ng nh\u01b0 s\u1ed1 l\u01b0\u1ee3ng mua, l\u01b0\u1ee3ng chuy\u1ec3n \u0111\u1ed5i hay t\u1ea3i v\u1ec1. C\u00e1c b\u00e0i ki\u1ec3m tra A\/B v\u00e0 ki\u1ec3m tra \u0111a bi\u1ebfn c\u00f3 th\u1ec3 \u00e9p b\u1ea5t c\u1ee9 s\u1ed1 li\u1ec7u n\u00e0o \u0111\u1ec3 ra \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i theo h\u01b0\u1edbng t\u0103ng.<\/p>\n

      H\u01a1n n\u1eefa, c\u00e1c platforms marketing t\u1ef1 \u0111\u1ed9ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 c\u00e1ch \u0111o l\u01b0\u1eddng v\u00e0 t\u1ed5ng h\u1ee3p c\u00e1c ho\u1ea1t \u0111\u1ed9ng direct marketing \u2013 ch\u1ee9 kh\u00f4ng th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing kh\u00e1c, v\u00ec ch\u00fang kh\u00f4ng th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c c\u00e1c ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng c\u00e1o v\u00e0 k\u00edch ho\u1ea1t. Kh\u00f4ng c\u00f3 b\u1ea5t c\u1ee9 m\u1ed9t h\u1ec7 th\u1ed1ng t\u1ef1 \u0111\u1ed9ng hay m\u1ed9t thu\u1eadt to\u00e1n n\u00e0o c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng s\u1ef1 kinh ng\u1ea1c c\u1ee7a ch\u00fang ta.<\/p>\n

      D\u1eabu v\u1eady, c\u00e1c start-up c\u00f4ng ngh\u1ec7 kh\u00f4ng c\u00f3 \u0111\u1ee7 ki\u00ean nh\u1eabn \u0111\u1ec3 t\u1ea1o d\u1ef1ng n\u00ean c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh b\u1eb1ng qu\u1ea3ng c\u00e1o v\u00e0 k\u00edch ho\u1ea1t. C\u00e1c marketer \u0111\u00f2i h\u1ecfi nh\u1eefng ph\u1ea3n h\u1ed3i tr\u1ef1c ti\u1ebfp d\u01b0\u1edbi d\u1ea1ng nh\u1eefng l\u01b0\u1ee3t sale, l\u01b0\u1ee3ng lead, l\u01b0\u1ee3ng download v\u00e0 c\u00e0i \u0111\u1eb7t m\u00e0 h\u1ecd c\u00f3 th\u1ec3 theo d\u00f5i \u0111\u01b0\u1ee3c.<\/p>\n

      T\u1ef7 l\u1ec7 ROI c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o v\u00e0 k\u00edch ho\u1ea1t th\u1ef1c s\u1ef1 r\u1ea5t kh\u00f3 \u0111\u1ec3 \u0111o l\u01b0\u1eddng v\u00e0 th\u01b0\u1eddng kh\u00f4ng mang l\u1ea1i l\u1ee3i nhu\u1eadn ngay l\u1eadp t\u1ee9c. C\u00e1c c\u00f4ng ty c\u00f4ng ngh\u1ec7 l\u00e0m gia t\u0103ng nhu c\u1ea7u \u0111o l\u01b0\u1eddng direct marketing b\u1eb1ng c\u00f4ng ngh\u1ec7 v\u00e0 \u00e1p d\u1ee5ng ch\u00fang cho t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing v\u00e0 PR; nh\u01b0ng s\u1ef1 th\u1eadt l\u00e0 r\u1ea5t kh\u00f3 \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c t\u1ef7 l\u1ec7 ROI c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

      M\u1ed9t v\u00ed d\u1ee5 l\u00e0 khi m\u1ecdi ng\u01b0\u1eddi mu\u1ed1n \u0111o l\u01b0\u1eddng direct marketing, v\u00ed d\u1ee5 nh\u01b0 \u201cCh\u00fang ta c\u00f3 \u0111\u01b0\u1ee3c bao nhi\u00eau kh\u00e1ch h\u00e0ng?\u201d t\u1eeb c\u00e1c ho\u1ea1t \u0111\u1ed9ng k\u00edch ho\u1ea1t nh\u01b0 bao ph\u1ee7 tin t\u1ee9c, vi\u1ebft b\u00e0i. S\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng \u0111\u1ebfn t\u1eeb c\u00e1c b\u00e0i vi\u1ebft n\u00e0y th\u01b0\u1eddng th\u1ea5p. Direct marketing v\u00e0 k\u00edch ho\u1ea1t l\u00e0 2 c\u00e1ch kh\u00e1c nhau v\u1edbi 2 m\u1ee5c \u0111\u00edch kh\u00e1c nhau cho nh\u1eefng m\u1ee5c ti\u00eau kh\u00e1c nhau. M\u1ee5c ti\u00eau c\u1ee7a nh\u1eefng b\u00e0i vi\u1ebft nh\u01b0 v\u1eady c\u00f3 th\u1ec3 l\u00e0 \u0111\u1ec3 gia t\u0103ng m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft cho th\u01b0\u01a1ng hi\u1ec7u (m\u1ed9t m\u1ee5c ti\u00eau kh\u00f4ng th\u1ec3 \u0111o l\u01b0\u1eddng). G\u00e1n m\u1ee5c ti\u00eau sai cho nh\u1eefng ch\u1ee9c n\u0103ng sai l\u00e0 l\u1ed7i x\u1ea3y ra khi c\u00e1c online marketer kh\u00f4ng hi\u1ec3u \u0111\u01b0\u1ee3c n\u1ec1n t\u1ea3ng c\u1ee7a marketing truy\u1ec1n th\u1ed1ng.<\/p>\n

      M\u1eb7t t\u00edch c\u1ef1c c\u1ee7a direct marketing l\u00e0 ch\u00fang r\u1ea5t d\u1ec5 \u0111\u1ec3 theo d\u00f5i. M\u1eb7t ti\u00eau c\u1ef1c l\u00e0 ch\u00fang kh\u00e1 nh\u00e0m ch\u00e1n v\u00e0 \u0111\u01b0\u1ee3c ph\u00e1t \u0111i m\u1ed9t c\u00e1ch tr\u00e0n lan. M\u1ecdi ng\u01b0\u1eddi c\u00f3 th\u1ec3 \u0111\u1ed3ng \u00fd xem c\u00e1c qu\u1ea3ng c\u00e1o offline; nh\u01b0ng h\u1ecd gh\u00e9t nh\u1eefng qu\u1ea3ng c\u00e1o online. T\u1ea1i sao? V\u00ec ph\u1ea7n l\u1edbn nh\u1eefng qu\u1ea3ng c\u00e1o online \u0111\u1ec1u l\u00e0 direct marketing \u2013 v\u00e0 m\u1ecdi ng\u01b0\u1eddi r\u1ea5t gh\u00e9t direct marketing, d\u00f9 \u0111\u00f3 l\u00e0 email spam trong h\u1ed9p th\u01b0, email r\u00e1c trong h\u1ed9p th\u01b0 r\u00e1c, hay nh\u1eefng qu\u1ea3ng c\u00e1o target \u0111\u1ebfn h\u1ecd tr\u00ean social\u2026<\/p>\n

      Th\u00eam v\u00e0o \u0111\u00f3, online advertising (t\u00f4i \u0111\u00e3 vi\u1ebft m\u1ed9t b\u00e0i tr\u00ean TechCrunch v\u00e0 tranh lu\u1eadn v\u1ec1 \u0111i\u1ec1u n\u00e0y trong r\u1ea5t nhi\u1ec1u h\u1ed9i th\u1ea3o) \u2013 l\u00e0 m\u1ed9t m\u1ea3nh \u0111\u1ea5t m\u00e0u m\u1ee1 c\u1ee7a n\u1ea1n gian l\u1eadn, tham nh\u0169ng v\u00e0 x\u00e2m h\u1ea1i quy\u1ec1n ri\u00eang t\u01b0.<\/p>\n

      C\u00e1c tech marketer n\u00ean l\u00e0m g\u00ec?<\/strong><\/h2>\n

      L\u1eddi khuy\u00ean c\u1ee7a t\u00f4i l\u00e0: H\u00e3y quay tr\u1edf v\u1ec1 v\u1edbi nh\u1eefng g\u00ec c\u01a1 b\u1ea3n nh\u1ea5t c\u1ee7a marketing. Trong h\u01a1n 1 th\u1eadp k\u1ef7 qua, r\u1ea5t nhi\u1ec1u digital marketer tr\u1edf th\u00e0nh tech marketer, v\u00ec v\u1eady h\u1ecd kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o v\u1ec1 marketing truy\u1ec1n th\u1ed1ng n\u1eefa. \u0110\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao h\u1ecd t\u1eadp trung v\u00e0o c\u00e1c thu\u1eadt to\u00e1n, h\u1ecd tranh lu\u1eadn \u0111\u1ec3 t\u00ecm ra c\u00e1ch t\u1ef1 \u0111\u1ed9ng h\u00f3a t\u1ed1t nh\u1ea5t v\u00e0 s\u00e1ng ch\u1ebf ra nh\u1eefng kh\u00e1i ni\u1ec7m m\u1edbi; h\u1ecd th\u00f4i kh\u00f4ng ngh\u0129 v\u1ec1 vi\u1ec7c l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u1edbi nh\u1eefng k\u1ef9 thu\u1eadt \u0111\u00e3 \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n t\u1eeb th\u1ebf k\u1ef7 tr\u01b0\u1edbc.<\/p>\n

      \u0110\u1ec3 tr\u1edf th\u00e0nh nh\u1eefng marketer gi\u1ecfi h\u01a1n, h\u1ecd c\u1ea7n b\u1ecf qua t\u1ea5t c\u1ea3 nh\u1eefng b\u00e0i vi\u1ebft v\u1ec1 \u201cinbound marketing\u201d hay \u201ccontent marketing\u201d v\u00e0 \u0111\u1ecdc m\u1ed9t quy\u1ec3n \u201cmarketing 101\u201d (t\u00f4i \u0111\u1ec1 xu\u1ea5t quy\u1ec3n Principles of marketing, t\u00e1c gi\u1ea3 Philip T. Kotler v\u00e0 Gary Armstrong).<\/p>\n

      H\u00e3y nghi\u00ean c\u1ee9u v\u1ec1 direct marketing, chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng v\u00e0 chi\u1ebfn l\u01b0\u1ee3c k\u00edch ho\u1ea1t trong promotion mix, sau \u0111\u00f3 \u00e1p d\u1ee5ng nh\u1eefng nguy\u00ean t\u1eafc truy\u1ec1n th\u1ed1ng n\u00e0y v\u00e0o c\u00e1c k\u00eanh online\/offline m\u00e0 b\u1ea1n ch\u1ecdn \u2013 b\u1ea5t k\u1ec3 l\u00e0 TV, Facebook, Google AdWords hay b\u1ea5t c\u1ee9 th\u1ee9 g\u00ec kh\u00e1c.<\/p>\n

      \u0110\u1eebng chia r\u1ebd \u0111\u1ed9i ng\u0169 marketing truy\u1ec1n th\u1ed1ng v\u00e0 online. C\u00e0ng nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng tr\u00ean online th\u00ec marketing truy\u1ec1n th\u1ed1ng v\u00e0 digital c\u00e0ng tr\u1edf th\u00e0nh \u0111\u01a1n gi\u1ea3n, \u201cch\u1ec9-l\u00e0-marketing\u201d. C\u00e1c direct marketer c\u1ea7n ph\u1ea3i h\u1ecdc c\u00e1ch l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 th\u00e0nh c\u00f4ng tr\u00ean c\u1ea3 k\u00eanh online v\u00e0 offline. \u0110i\u1ec1u t\u01b0\u01a1ng t\u1ef1 c\u0169ng \u0111\u00fang cho c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o, nh\u00e0 xu\u1ea5t b\u1ea3n v\u00e0 ng\u01b0\u1eddi b\u00e1n h\u00e0ng. V\u00ed d\u1ee5, m\u1ed9t nh\u00e0 xu\u1ea5t b\u1ea3n gi\u1ecfi s\u1ebd am hi\u1ec3u vi\u1ec7c l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd l\u00ean TV c\u0169ng nh\u01b0 Facebook.<\/p>\n

      H\u00e3y t\u00ecm nh\u1eefng ph\u01b0\u01a1ng th\u1ee9c thay th\u1ebf direct marketing. K\u1ef9 thu\u1eadt ph\u00e2n t\u00edch v\u00e0 thu\u1eadt to\u00e1n c\u1ee7a m\u1ecdi ng\u01b0\u1eddi th\u01b0\u1eddng t\u1ed1t, nh\u01b0ng l\u1ea1i kh\u00f4ng s\u00e1ng t\u1ea1o. Tuy nhi\u00ean, kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o direct marketing c\u0169ng k\u00e9m s\u00e1ng t\u1ea1o. V\u00ed d\u1ee5 nh\u01b0 qu\u1ea3ng c\u00e1o \u201cThe Dollar Shave Club\u201d, r\u00f5 r\u00e0ng l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng k\u00edch ho\u1ea1t nh\u01b0ng c\u00f3 hi\u1ec7u qu\u1ea3 c\u1ef1c k\u1ef3 t\u1ed1t.<\/p>\n

      Ch\u00fang ta \u0111ang s\u1ed1ng trong th\u1eddi \u0111\u1ea1i c\u00f4ng ngh\u1ec7 m\u00e0 direct marketing d\u01b0\u1eddng nh\u01b0 \u0111\u00e3 tr\u1edf n\u00ean qu\u00e1 c\u1ed5 l\u1ed7, v\u00e0 ch\u00fang ta qu\u00ean c\u00e1ch ph\u1ea3i h\u00e0nh x\u1eed nh\u01b0 m\u1ed9t brand marketer. Nh\u01b0ng h\u00e3y nh\u1edb r\u1eb1ng: L\u00e0m th\u1ebf n\u00e0o m\u00e0 Apple tr\u1edf th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1ng gi\u00e1 l\u1edbn nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi? Ch\u00ednh l\u00e0 nh\u1edd nh\u1eefng qu\u1ea3ng c\u00e1o TV nh\u01b0 \u201c1984\u201d v\u00e0 nh\u1eefng print-ads nh\u01b0 \u201cThink different\u201d.<\/p>\n

      H\u00e3y lu\u00f4n lu\u00f4n nghi ng\u1edd. Marketer n\u00ean l\u00e0 nh\u1eefng ng\u01b0\u1eddi kh\u00f3 t\u00ednh nh\u1ea5t khi \u0111\u01b0a s\u1ea3n ph\u1ea9m v\u00e0o th\u1ecb tr\u01b0\u1eddng, nh\u01b0ng th\u01b0\u1eddng hay d\u1ec5 d\u00e3i v\u1edbi ch\u00ednh b\u1ea3n th\u00e2n h\u1ecd. H\u00e3y t\u1ef1 h\u1ecfi b\u1ea3n th\u00e2n: \u201cKh\u00e1ch h\u00e0ng n\u00e0y\/c\u00f4ng ty n\u00e0y c\u00f3 th\u1ec3 d\u00e0nh ra bao nhi\u00eau ti\u1ec1n cho \u00fd t\u01b0\u1edfng n\u00e0y?\u201d B\u1ea5t c\u1ee9 khi n\u00e0o marketer than phi\u1ec1n r\u1eb1ng \u201cm\u1ecdi th\u1ee9 \u0111\u00e3 thay \u0111\u1ed5i\u201d ho\u1eb7c tuy\u00ean b\u1ed1 kh\u00e1i ni\u1ec7m truy\u1ec1n th\u1ed1ng n\u00e0o \u0111\u00f3 \u0111\u00e3 \u201cch\u1ebft\u201d hay ca t\u1ee5ng nh\u1eefng thu\u1eadt ng\u1eef v\u00f4 ngh\u0129a l\u00e0 \u201ct\u01b0\u01a1ng lai c\u1ee7a marketing\u201d; h\u00e3y h\u1ecfi h\u1ecd b\u1eb1ng ch\u1ee9ng. H\u00e3y h\u1ecfi h\u1ecd \u0111\u01b0a ra c\u00e1c ngu\u1ed3n th\u00f4ng tin l\u00e0m d\u1eabn ch\u1ee9ng v\u00e0 gi\u1ea3i th\u00edch l\u00fd do cho nh\u1eefng ph\u00e1t ng\u00f4n c\u1ee7a h\u1ecd.<\/p>\n

      Theo\u00a0Trang Duy\u00ean\/Brands Vietnam\u00a0\u2013\u00a0<\/em>Ngu\u1ed3n: Samuel Scott \/ TechCrunch<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

      Content marketing l\u00e0 b\u1ea5t c\u1ee9 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng marketing n\u00e0o li\u00ean quan \u0111\u1ebfn vi\u1ec7c t\u1ea1o v\u00e0 chia s\u1ebb c\u00e1c n\u1ed9i dung truy\u1ec1n th\u00f4ng ho\u1eb7c xu\u1ea5t b\u1ea3n nh\u1eb1m m\u1ee5c \u0111\u00edch thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/em><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[191],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/56009"}],"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=56009"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/56009\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=56009"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=56009"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=56009"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}