{"id":56427,"date":"2023-12-20T18:05:16","date_gmt":"2023-12-20T11:05:16","guid":{"rendered":"https:\/\/masterskills.org\/blog\/phan-bo-ngan-sach-quang-cao-dua-tren-muc-tieu-tiep-thi.html"},"modified":"2023-12-20T18:05:16","modified_gmt":"2023-12-20T11:05:16","slug":"phan-bo-ngan-sach-quang-cao-dua-tren-muc-tieu-tiep-thi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/phan-bo-ngan-sach-quang-cao-dua-tren-muc-tieu-tiep-thi.html","title":{"rendered":"Ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o d\u1ef1a tr\u00ean m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb"},"content":{"rendered":"
M\u1ecdi th\u1ee9 \u0111ang d\u1ea7n thay \u0111\u1ed5i, v\u00e0 c\u00e1ch ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch k\u1ebf th\u1eeba t\u1eeb qu\u00e1 kh\u1ee9 c\u0169ng d\u1ea7n b\u1ecb ph\u00e1 v\u1ee1. \u0110\u00f3 l\u00e0 th\u1eddi k\u1ef3 m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ec9 c\u00f3 th\u1ec3 ti\u1ebfp x\u00fac v\u1edbi t\u1eebng k\u00eanh truy\u1ec1n th\u00f4ng ri\u00eang bi\u1ec7t v\u00e0 c\u00e1c thang \u0111o hi\u1ec7u qu\u1ea3 tr\u1ef1c ti\u1ebfp \u0111\u01b0\u1ee3c xem l\u00e0 b\u1ea5t kh\u1ea3 thi. \u1ede th\u1eddi \u0111i\u1ec3m \u0111\u00f3,\u00a0ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb \u0111\u1ea1i tr\u00e0 \u0111\u01b0\u1ee3c xem nh\u01b0 ph\u01b0\u01a1ng ph\u00e1p h\u1eefu hi\u1ec7u nh\u1ea5t \u0111\u1ec3 ph\u1ee7 s\u00f3ng ng\u01b0\u1eddi d\u00f9ng trong m\u1ed9t h\u1ec7 sinh th\u00e1i ch\u1ec9 c\u00f3 v\u00e0i k\u1ebft n\u1ed1i l\u00e0 TV, radio v\u00e0 b\u00e1o gi\u1ea5y.<\/p>\n

Hi\u1ec7n nay,\u00a0ng\u01b0\u1eddi d\u00f9ng \u0111\u01b0\u1ee3c k\u1ebft n\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ngh\u1ec7 c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c \u1edf kh\u1eafp m\u1ecdi n\u01a1i, c\u00f3 th\u1ec3 di chuy\u1ec3n d\u1ec5 d\u00e0ng gi\u1eefa c\u00e1c thi\u1ebft b\u1ecb\/c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng\/\u1ee9ng d\u1ee5ng v\u1edbi nh\u1eefng m\u1ee5c \u0111\u00edch kh\u00e1c nhau \u1edf c\u1ea3 th\u1ebf gi\u1edbi th\u1ef1c v\u00e0 kh\u00f4ng gian tr\u1ef1c tuy\u1ebfn. Ch\u1ec9 trong t\u00edch t\u1eafc, ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n c\u00e1c t\u00ecm ki\u1ebfm tr\u00ean di \u0111\u1ed9ng, gh\u00e9 th\u0103m m\u1ed9t trang n\u1ed9i dung \u0111\u1ec3 t\u00ecm hi\u1ec3u v\u1ec1 s\u1ea3n ph\u1ea9m h\u1ecd v\u1eeba th\u1ea5y, ti\u1ebfn h\u00e0nh so s\u00e1nh gi\u00e1 gi\u1eefa c\u00e1c trang b\u00e1n l\u1ebb kh\u00e1c nhau, \u0111\u0103ng b\u00e0i tr\u00ean Facebook v\u00e0 xem m\u1ed9t video \u0111\u01b0\u1ee3c chia s\u1ebb t\u1eeb b\u1ea1n b\u00e8 \u2013 t\u1ea5t c\u1ea3 c\u00f3 th\u1ec3 di\u1ec5n ra ch\u1ec9 trong th\u1eddi gian gi\u1ea3i lao ng\u1eafn ng\u1ee7i gi\u1eefa c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khi ng\u01b0\u1eddi n\u00e0y xem TV.<\/p>\n

V\u1edbi m\u1ed7i ng\u01b0\u1eddi d\u00f9ng, th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i s\u1eed d\u1ee5ng nhi\u1ec1u k\u00eanh truy\u1ec1n th\u00f4ng c\u00f3 m\u1ed1i li\u00ean h\u1ec7 v\u1edbi nhau \u0111\u1ec3 t\u1ea1o n\u00ean m\u1ed9t k\u1ebft n\u1ed1i xuy\u00ean su\u1ed1t h\u00e0nh tr\u00ecnh mua s\u1eafm. V\u1ea5n \u0111\u1ec1 \u1edf ch\u1ed7, m\u1ed7i \u0111i\u1ec3m trong k\u1ebft n\u1ed1i n\u00e0y l\u1ea1i c\u00f3 th\u1ec3 \u0111\u1ebfn t\u1eeb nhi\u1ec1u ngu\u1ed3n ng\u00e2n s\u00e1ch v\u1edbi nh\u1eefng m\u1ee5c ti\u00eau kh\u00e1c nhau, th\u1eadm ch\u00ed c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c tri\u1ec3n khai b\u1edfi nh\u1eefng \u0111\u1ed1i t\u00e1c qu\u1ea3ng c\u00e1o (Agency) v\u00e0 n\u1ec1n t\u1ea3ng c\u00f4ng ngh\u1ec7 kh\u00e1c nhau. \u0110\u00f3 l\u00e0 l\u00fd do c\u00e1c marketer b\u1eaft \u0111\u1ea7u t\u00ecm c\u00e1ch ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch hi\u1ec7u qu\u1ea3 h\u01a1n \u2013 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch d\u1ef1a tr\u00ean m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb (Goal-driven) thay v\u00ec d\u1ef1a tr\u00ean lo\u1ea1i h\u00ecnh truy\u1ec1n th\u00f4ng nh\u01b0 ki\u1ec3u truy\u1ec1n th\u1ed1ng.<\/p>\n

Ch\u00fang ta bi\u1ebft r\u1eb1ng m\u1ecdi qu\u1ea3ng c\u00e1o \u0111\u1ec1u nh\u1eafm t\u1edbi vi\u1ec7c b\u00e1n th\u1ee9 g\u00ec \u0111\u00f3 \u2013 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c ni\u1ec1m tin. \u0110i\u1ec3m kh\u00e1c bi\u1ec7t ch\u00ednh l\u00e0 th\u1eddi \u0111i\u1ec3m \u2013 li\u1ec7u n\u00ean b\u00e1n n\u00f3 ngay b\u00e2y gi\u1edd, hay tr\u01b0\u1edbc ti\u00ean c\u1ea7n t\u1ea1o \u1ea3nh h\u01b0\u1edfng l\u00ean nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi d\u00f9ng \u0111\u1ec3 c\u00f3 th\u1ec3 b\u00e1n n\u00f3 trong t\u01b0\u01a1ng lai. C\u1ee5 th\u1ec3 h\u01a1n, qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c quy l\u1ea1i trong hai m\u1ee5c ti\u00eau: th\u00e0nh qu\u1ea3 b\u00e1n h\u00e0ng ng\u1eafn h\u1ea1n (Performance) v\u00e0 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u trong d\u00e0i h\u1ea1n (Branding), \u0111i k\u00e8m \u0111\u00f3 l\u00e0 nh\u1eefng thang \u0111o kh\u00e1c bi\u1ec7t \u0111\u1ec3 x\u00e1c th\u1ef1c v\u00e0 t\u1ed1i \u01b0u h\u00f3a cho t\u1eebng m\u1ee5c ti\u00eau sau c\u00f9ng n\u00e0y.<\/p>\n

C\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ed9t trong hai m\u1ee5c ti\u00eau tr\u00ean, ho\u1eb7c c\u00f9ng l\u00fac c\u1ea3 hai. T\u01b0\u01a1ng t\u1ef1, h\u1ea7u h\u1ebft c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng c\u0169ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng cho t\u1eebng m\u1ee5c ti\u00eau ho\u1eb7c c\u1ea3 hai.<\/p>\n

Ch\u00ednh v\u00ec v\u1eady, marketer c\u00f3 \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch d\u1ef1a tr\u00ean m\u1ee5c ti\u00eau kh\u00f4ng n\u00ean quan t\u00e2m qu\u00e1 nhi\u1ec1u \u0111\u1ebfn vi\u1ec7c c\u00e1c qu\u1ea3ng c\u00e1o tr\u00ean Facebook, Google, Pinterest, Walmart, The New York Times hay YouTube s\u1ebd gi\u00fap b\u00e1n s\u1ea3n ph\u1ea9m hay gia t\u0103ng th\u00eam nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. B\u1edfi c\u00e1c trang tin nh\u01b0 The New York Times kh\u00f4ng ch\u1ec9 l\u00e0 k\u00eanh d\u00e0nh ri\u00eang cho m\u1ee5c ti\u00eau Branding, hay k\u00eanh t\u00ecm ki\u1ebfm kh\u00f4ng ch\u1ec9 d\u00e0nh ri\u00eang cho m\u1ee5c ti\u00eau Performance nh\u01b0 m\u1ecdi ng\u01b0\u1eddi v\u1eabn t\u01b0\u1edfng. Khi m\u1ed9t kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau nh\u00ecn th\u1ea5y qu\u1ea3ng c\u00e1o, b\u1ecb t\u00e1c \u0111\u1ed9ng v\u00e0 h\u00e0nh \u0111\u1ed9ng c\u1ee7a ng\u01b0\u1eddi n\u00e0y \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng, ranh gi\u1edbi gi\u1eefa m\u1ee5c ti\u00eau Branding v\u00e0 Performance s\u1ebd b\u1ecb ph\u00e1 b\u1ecf.<\/p>\n

Khi m\u1ee5c ti\u00eau Performance quy\u1ebft \u0111\u1ecbnh ng\u00e2n s\u00e1ch<\/h3>\n

Ti\u1ebfp th\u1ecb h\u01b0\u1edbng \u0111\u1ebfn th\u00e0nh qu\u1ea3 (Performance Marketing) kh\u1edfi \u0111\u1ea7u v\u1edbi m\u1ed9t m\u1ee5c ti\u00eau v\u1ec1 doanh s\u1ed1 v\u00e0 m\u1ee9c chi ph\u00ed b\u00e1n h\u00e0ng ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c \u0111\u1ec3 \u0111\u1ea1t m\u1ee5c ti\u00eau n\u00e0y.<\/p>\n

\"M\u1ee5c<\/p>\n

Ti\u1ebfp th\u1ecb h\u01b0\u1edbng \u0111\u1ebfn th\u00e0nh qu\u1ea3 (Performance Marketing) kh\u1edfi \u0111\u1ea7u v\u1edbi m\u1ed9t m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3.<\/p>\n<\/div>\n

Tr\u01b0\u1edbc ti\u00ean, marketer n\u00ean x\u00e1c \u0111\u1ecbnh nh\u1eefng doanh s\u1ed1 n\u00e0o v\u1eabn c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u00e0 kh\u00f4ng c\u1ea7n c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb, sau \u0111\u00f3 k\u1ebft h\u1ee3p c\u00e1c n\u1ed7 l\u1ef1c marketing c\u1ee7a c\u1ea3 k\u00eanh earned media (truy\u1ec1n th\u00f4ng lan truy\u1ec1n \u2013 n\u01a1i c\u00e1c th\u1ea3o lu\u1eadn di\u1ec5n ra t\u1ef1 nhi\u00ean v\u00e0 khi \u0111\u00f3 kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh k\u00eanh qu\u1ea3ng b\u00e1 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u) v\u00e0 k\u00eanh paid media (n\u01a1i th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i tr\u1ea3 ti\u1ec1n \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c, bao g\u1ed3m c\u00e1c b\u00e0i vi\u1ebft PR tr\u00ean c\u00e1c trang tin \u0111i\u1ec7n t\u1eed, b\u00e0i \u0111\u0103ng c\u1ee7a ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng \u2013 Influencers,\u2026) \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau doanh s\u1ed1 \u0111\u1ec1 ra v\u1edbi m\u1ee9c chi ph\u00ed ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c.<\/p>\n

Trong qu\u00e1 tr\u00ecnh tri\u1ec3n khai Performance Marketing, marketer th\u01b0\u1eddng th\u1eed nghi\u1ec7m v\u00e0 \u0111i\u1ec1u ch\u1ec9nh r\u1ea5t nhanh khi theo d\u00f5i ho\u1ea1t \u0111\u1ed9ng xuy\u00ean su\u1ed1t c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng. Ng\u00e2n s\u00e1ch cho lo\u1ea1i chi\u1ebfn d\u1ecbch n\u00e0y v\u00ec th\u1ebf c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf linh ho\u1ea1t, cho ph\u00e9p gia t\u0103ng ho\u1eb7c r\u00fat b\u1edbt \u0111\u1ea7u t\u01b0 b\u1ea5t c\u1ee9 khi n\u00e0o c\u1ea7n thi\u1ebft mi\u1ec5n sao b\u1ea3o \u0111\u1ea3m thu \u0111\u01b0\u1ee3c t\u1ef7 su\u1ea5t sinh l\u1ee3i (ROI) d\u01b0\u01a1ng.<\/p>\n

V\u00ed d\u1ee5 m\u1ed9t nh\u00e0 s\u1ea3n xu\u1ea5t \u0111\u1ed3ng h\u1ed3 x\u00e1c \u0111\u1ecbnh r\u1eb1ng v\u1edbi s\u1ea3n ph\u1ea9m tr\u1ecb gi\u00e1 100$, c\u00f4ng ty s\u1ebd \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn k\u1ef3 v\u1ecdng khi chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb gi\u00fap mang l\u1ea1i doanh s\u1ed1 sao cho chi ph\u00ed marketing\/\u0111\u01a1n h\u00e0ng nh\u1ecf h\u01a1n 15$.<\/p>\n

D\u1ef1a v\u00e0o m\u1ee5c ti\u00eau tr\u00ean, ban \u0111\u1ea7u marketer ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch l\u00e0 1.000$\/ng\u00e0y \u0111\u1ec3 ti\u1ebfp th\u1ecb kh\u1eafp c\u00e1c k\u00eanh t\u00ecm ki\u1ebfm, ti\u1ebfp th\u1ecb l\u1ea1i (retargeting) v\u00e0 Facebook sau \u0111\u00f3 t\u1ed5ng k\u1ebft \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c m\u1ee9c chi ph\u00ed 10$\/\u0111\u01a1n h\u00e0ng cho ng\u00e0y \u0111\u1ea7u ti\u00ean v\u00e0 ho\u00e0n th\u00e0nh t\u1ed1t m\u1ee5c ti\u00eau \u0111\u1ec1 ra. Ng\u00e0y ti\u1ebfp theo, marketer t\u0103ng ng\u00e2n s\u00e1ch l\u00ean 1.500$ \u0111\u1ea7u t\u01b0 v\u00e0o vi\u1ec7c s\u1eed d\u1ee5ng d\u1eef li\u1ec7u \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c k\u00eanh ho\u1ea1t \u0111\u1ed9ng t\u1ed1t nh\u1ea5t v\u00e0 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch nhi\u1ec1u h\u01a1n cho nh\u1eefng k\u00eanh n\u00e0y. K\u1ebft qu\u1ea3, m\u1ee9c chi ph\u00ed trung b\u00ecnh l\u00e0 12$\/\u0111\u01a1n h\u00e0ng. Ng\u00e2n s\u00e1ch v\u1eabn c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c gia t\u0103ng m\u00e0 v\u1eabn c\u00f3 l\u00e3i cho \u0111\u1ebfn khi chi ph\u00ed ch\u1ea1m ng\u01b0\u1ee1ng 15$\/\u0111\u01a1n h\u00e0ng nh\u01b0 \u0111\u00e3 \u0111\u1eb7t ra. \u0110\u00e2y ch\u00ednh l\u00e0 c\u00e1ch th\u1ee9c ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch m\u00e0 marketer c\u00f3 th\u1ec3 tri\u1ec3n khai cho chi\u1ebfn d\u1ecbch Performance Marketing.<\/p>\n

Khi m\u1ee5c ti\u00eau Branding quy\u1ebft \u0111\u1ecbnh ng\u00e2n s\u00e1ch<\/h3>\n

Ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand marketing) b\u1eaft \u0111\u1ea7u v\u1edbi vi\u1ec7c thi\u1ebft l\u1eadp c\u00e1c m\u1ee5c ti\u00eau c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng xoay quanh gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u trong m\u1eaft kh\u00e1ch h\u00e0ng (Brand equity \u2013 v\u00ed d\u1ee5 m\u1ee9c \u0111\u1ed9 nh\u1eadn d\u1ea1ng, y\u00eau th\u00edch, trung th\u00e0nh, g\u1eafn k\u1ebft,\u2026) v\u00e0 \u0111\u1ed9 ph\u1ee7 \u0111\u1ed1i v\u1edbi nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111ang nh\u1eafm t\u1edbi. Sau \u0111\u00f3, ng\u00e2n s\u00e1ch s\u1ebd \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1eb1ng vi\u1ec7c ph\u00e2n b\u1ed5 m\u1ed9t ph\u1ea7n doanh s\u1ed1 b\u00e1n h\u00e0ng d\u1ef1 ki\u1ebfn cho ho\u1ea1t \u0111\u1ed9ng Branding.<\/p>\n

\"Ti\u1ebfp<\/p>\n

Ti\u1ebfp th\u1ecb th\u01b0\u01a1ng hi\u1ec7u (Brand marketing) b\u1eaft \u0111\u1ea7u v\u1edbi vi\u1ec7c thi\u1ebft l\u1eadp c\u00e1c m\u1ee5c ti\u00eau c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng xoay quanh gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u trong m\u1eaft kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ed9 ph\u1ee7 \u0111\u1ed1i v\u1edbi nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng.<\/p>\n<\/div>\n

Sau khi n\u1eafm \u0111\u01b0\u1ee3c c\u00e1c s\u1ed1 li\u1ec7u c\u01a1 s\u1edf, marketer s\u1ebd x\u00e1c \u0111\u1ecbnh xem chi\u1ebfn l\u01b0\u1ee3c n\u00e0o \u0111\u1ed1i v\u1edbi k\u00eanh earned media v\u00e0 paid media l\u00e0 ph\u00f9 h\u1ee3p nh\u1ea5t \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng thay \u0111\u1ed5i k\u1ef3 v\u1ecdng. Kh\u00f4ng gi\u1ed1ng \u0111\u1ecbnh h\u01b0\u1edbng Performance, ng\u00e2n s\u00e1ch d\u00e0nh cho Brand marketing \u0111\u1eb7c tr\u01b0ng b\u1edfi t\u00ednh \u00edt bi\u1ebfn \u0111\u1ed9ng trong m\u1ed9t kho\u1ea3ng th\u1eddi gian ng\u1eafn, nh\u01b0ng v\u1eabn c\u00f3 kh\u1ea3 n\u0103ng gia t\u0103ng n\u1ebfu doanh s\u1ed1 th\u1ef1c t\u1ebf \u0111\u1ea1t \u0111\u01b0\u1ee3c t\u0103ng v\u01b0\u1ee3t m\u1ee9c d\u1ef1 b\u00e1o.<\/p>\n

V\u00ed d\u1ee5 m\u1ed9t h\u00e3ng kem d\u01b0\u1ee1ng da mu\u1ed1n t\u0103ng m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u cho m\u1ed9t s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3. C\u00f4ng ty n\u00e0y c\u00f3 doanh s\u1ed1 k\u1ebf ho\u1ea1ch l\u00e0 10 tri\u1ec7u $, v\u00e0 s\u1ebd tr\u00edch 300 ng\u00e0n $ (chi\u1ebfm 3% doanh s\u1ed1 d\u1ef1 ki\u1ebfn) cho ho\u1ea1t \u0111\u1ed9ng Branding v\u1edbi m\u1ee5c ti\u00eau gia t\u0103ng \u0111\u1ed9 nh\u1eadn d\u1ea1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i v\u1edbi ph\u00e2n kh\u00fac ph\u1ee5 n\u1eef \u0111\u1ed9 tu\u1ed5i 18-25 (millennial women) l\u00ean 20%.<\/p>\n

Marketer s\u1ebd tri\u1ec3n khai m\u1ed9t chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng v\u1edbi nh\u1eefng th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf ri\u00eang h\u01b0\u1edbng \u0111\u1ebfn m\u1ed9t nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng Millennial women nh\u1ea5t \u0111\u1ecbnh (gi\u1ea3 s\u1eed vi\u1ec7c x\u00e1c \u0111\u1ecbnh nh\u00f3m n\u00e0y d\u1ef1a tr\u00ean m\u1ed9t ngu\u1ed3n d\u1eef li\u1ec7u \u0111\u00e1ng tin c\u1eady), v\u1edbi ng\u00e2n s\u00e1ch \u0111\u01b0\u1ee3c ph\u00e2n b\u1ed5 tr\u1ea3i kh\u1eafp c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng kh\u00e1c nhau. D\u1eef li\u1ec7u Audience cung c\u1ea5p m\u1ed9t s\u1ee3i d\u00e2y li\u00ean k\u1ebft chung xuy\u00ean su\u1ed1t c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng, trong khi m\u1ee9c \u0111\u1ed9 g\u1eafn k\u1ebft c\u1ee7a ng\u01b0\u1eddi d\u00f9ng t\u1ea1i t\u1eebng k\u00eanh \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng v\u00e0 ng\u00e2n s\u00e1ch \u0111\u01b0\u1ee3c ph\u00e2n b\u1ed5 l\u1ea1i cho nh\u1eefng k\u00eanh hi\u1ec7u qu\u1ea3 nh\u1ea5t. Sau \u0111\u00f3, m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t b\u1ed5 sung s\u1ebd gi\u00fap \u0111o l\u01b0\u1eddng xem m\u1ee9c \u0111\u1ed9 nh\u1eadn d\u1ea1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 t\u0103ng \u0111\u00fang nh\u01b0 k\u1ef3 v\u1ecdng hay ch\u01b0a.<\/p>\n

T\u00f3m l\u1ea1i<\/h3>\n

S\u1ef1 gia t\u0103ng nhanh ch\u00f3ng c\u1ee7a c\u00e1c h\u00ecnh th\u1ee9c v\u00e0 n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng \u0111\u00e3 t\u1ea1o n\u00ean nhi\u1ec1u ph\u1ee9c t\u1ea1p cho ng\u01b0\u1eddi mua truy\u1ec1n th\u00f4ng. Ch\u1eafc ch\u1eafn l\u00e0 trong m\u1ed7i t\u00ecnh hu\u1ed1ng c\u1ee5 th\u1ec3, lu\u00f4n c\u00f3 nh\u1eefng \u0111\u1ecbnh d\u1ea1ng ho\u1eb7c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng ph\u00f9 h\u1ee3p nh\u1ea5t \u0111\u1ec3 s\u1eed d\u1ee5ng. Nh\u01b0ng \u0111i\u1ec1u \u0111\u00f3 kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 lu\u00f4n ph\u00e2n b\u1ed5 c\u00e1c kho\u1ea3n ng\u00e2n s\u00e1ch m\u1ed9t c\u00e1ch c\u1ed1 \u0111\u1ecbnh. Hay \u0111\u00fang h\u01a1n l\u00e0 ng\u00e2n s\u00e1ch n\u00ean \u0111\u01b0\u1ee3c duy tr\u00ec \u1edf m\u1ed9t m\u1ee9c \u0111\u1ed9 linh ho\u1ea1t nh\u1ea5t \u0111\u1ecbnh \u0111\u1ec3 t\u1ed1i \u0111a h\u00f3a th\u00e0nh qu\u1ea3 KPI.<\/p>\n

Ngo\u00e0i ra, c\u00e1c c\u00f4ng c\u1ee5 qu\u1ea3n l\u00fd theo chi\u1ec1u d\u1ecdc (vertical tool) \u2013 gi\u00fap qu\u1ea3n tr\u1ecb c\u00e1c lo\u1ea1i h\u00ecnh truy\u1ec1n th\u00f4ng kh\u00e1c nhau \u2013 c\u0169ng g\u00f3p ph\u1ea7n \u0111\u1ecbnh h\u01b0\u1edbng \u0111\u1ec3 ph\u00e2n chia ng\u00e2n s\u00e1ch, nh\u01b0ng vi\u1ec7c v\u1eadn d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 n\u00e0y \u0111\u1ec3 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch theo m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 s\u1ebd g\u00e2y ph\u1ea3n t\u00e1c d\u1ee5ng. Do \u0111\u00f3, c\u00e1c Agency v\u00e0 th\u01b0\u01a1ng hi\u1ec7u n\u00ean s\u1edf h\u1eefu nh\u1eefng b\u1ed9 c\u00f4ng c\u1ee5 t\u00edch h\u1ee3p \u201ct\u1ea5t c\u1ea3 trong m\u1ed9t\u201d \u0111\u1ec3 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb d\u1ef1a tr\u00ean m\u1ee5c ti\u00eau hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n

Ng\u01b0\u1eddi d\u00f9ng \u0111ang s\u1ed1ng trong th\u1eddi \u0111\u1ea1i c\u1ee7a nh\u1eefng m\u1ed1i li\u00ean h\u1ec7 v\u00e0 k\u1ebft n\u1ed1i. \u0110\u00e2y ch\u00ednh l\u00e0 l\u00fac ng\u00e0nh qu\u1ea3ng c\u00e1o c\u1ea7n theo k\u1ecbp nh\u1ecbp bi\u1ebfn \u0111\u1ed5i n\u00e0y, m\u00e0 b\u1eaft \u0111\u1ea7u l\u00e0 nh\u1eefng chuy\u1ec3n \u0111\u1ed5i c\u01a1 b\u1ea3n trong vi\u1ec7c thi\u1ebft l\u1eadp c\u00e1c k\u1ebf ho\u1ea1ch ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb d\u1ef1a tr\u00ean m\u1ee5c ti\u00eau thay v\u00ec d\u1ef1a tr\u00ean lo\u1ea1i h\u00ecnh truy\u1ec1n th\u00f4ng nh\u01b0 tr\u01b0\u1edbc kia.<\/p>\n

Theo Adexchanger.com \u2013 Ngu\u1ed3n: ANTS Blog<\/em><\/p>\n

B\u00e0i li\u00ean quan:\u00a0C\u00f3 n\u00ean \u0111\u1ea7u t\u01b0 ng\u00e2n s\u00e1ch cho Digital Advertising?<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Hi\u1ec7n nay,\u00a0ng\u01b0\u1eddi d\u00f9ng \u0111\u01b0\u1ee3c k\u1ebft n\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ngh\u1ec7 c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c \u1edf kh\u1eafp m\u1ecdi n\u01a1i, c\u00f3 th\u1ec3 di chuy\u1ec3n d\u1ec5 d\u00e0ng gi\u1eefa c\u00e1c thi\u1ebft b\u1ecb\/c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng\/\u1ee9ng d\u1ee5ng v\u1edbi nh\u1eefng m\u1ee5c \u0111\u00edch kh\u00e1c nhau \u1edf c\u1ea3 th\u1ebf gi\u1edbi th\u1ef1c v\u00e0 kh\u00f4ng gian tr\u1ef1c tuy\u1ebfn. Ch\u1ec9 trong t\u00edch t\u1eafc, ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n c\u00e1c t\u00ecm ki\u1ebfm tr\u00ean di \u0111\u1ed9ng, gh\u00e9 th\u0103m m\u1ed9t trang n\u1ed9i dung \u0111\u1ec3 t\u00ecm hi\u1ec3u v\u1ec1 s\u1ea3n ph\u1ea9m h\u1ecd v\u1eeba th\u1ea5y, ti\u1ebfn h\u00e0nh so s\u00e1nh gi\u00e1 gi\u1eefa c\u00e1c trang b\u00e1n l\u1ebb kh\u00e1c nhau, \u0111\u0103ng b\u00e0i tr\u00ean Facebook v\u00e0 xem m\u1ed9t video \u0111\u01b0\u1ee3c chia s\u1ebb t\u1eeb b\u1ea1n b\u00e8 \u2013 t\u1ea5t c\u1ea3 c\u00f3 th\u1ec3 di\u1ec5n ra ch\u1ec9 trong th\u1eddi gian gi\u1ea3i lao ng\u1eafn ng\u1ee7i gi\u1eefa c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khi ng\u01b0\u1eddi n\u00e0y xem TV.<\/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\/56427"}],"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=56427"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/56427\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=56427"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=56427"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=56427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}