Theo c\u1ef1u Gi\u00e1m \u0111\u1ed1c Marketing Pharmacity, c\u00f3 3 y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch marketing cho hai m\u1ee5c ti\u00eau l\u00e0m th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ch\u1ea1y doanh s\u1ed1. \u0110\u1ea7u ti\u00ean l\u00e0 quy m\u00f4 doanh nghi\u1ec7p, th\u1ee9 hai h\u00ecnh th\u1ee9c b\u00e1n h\u00e0ng l\u00e0 B2C hay B2B v\u00e0 th\u1ee9 ba l\u00e0 t\u00ednh th\u1eddi \u0111i\u1ec3m \u2013 \u0111ang m\u00f9a cao \u0111i\u1ec3m hay th\u1ea5p \u0111i\u1ec3m.<\/p>\n
\u201cBa xu h\u01b0\u1edbng quan tr\u1ecdng trong marketing s\u1eafp t\u1edbi s\u1ebd l\u00e0 data v\u00e0 c\u00e1 nh\u00e2n h\u00f3a, truy\u1ec1n th\u00f4ng \u0111a k\u00eanh \u2013 marketing mix, c\u00f4ng c\u1ee5 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 marketing. Trong b\u00e1n l\u1ebb c\u00f3 r\u1ea5t nhi\u1ec1u data, data t\u1eeb s\u1ea3n ph\u1ea9m, kh\u00e1ch h\u00e0ng, \u0111\u1ed1i t\u00e1c\u2026; v\u00e0 team marketing ph\u1ea3i truy\u1ec1n t\u1ea3i nh\u1eefng data n\u00e0y v\u00e0o c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o hay th\u00f4ng \u0111\u01b0\u1ee3c truy\u1ec1n th\u00f4ng m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd.\u201d, Th\u00f4ng Tr\u1ea7n \u2013 c\u1ef1u Gi\u00e1m \u0111\u1ed1c Marketing Pharmacity chia s\u1ebb trong Th\u1ea3o lu\u1eadn chuy\u00ean \u0111\u1ec1 \u201cHi\u1ec7u qu\u1ea3 media: \u0110i\u1ec1u g\u00ec t\u1ea1o n\u00ean th\u00e0nh c\u00f4ng trong k\u1ef7 nguy\u00ean m\u1edbi\u201d.<\/p>\n
Ch\u1eb3ng h\u1ea1n, nh\u1edd data, team marketing s\u1ebd \u0111\u01b0a ra th\u00f4ng \u0111i\u1ec7p kh\u00e1c nhau cho m\u1ed7i ng\u01b0\u1eddi ti\u00eau d\u00f9ng; th\u00f4ng \u0111i\u1ec7p cho kh\u00e1ch h\u00e0ng m\u1ee1 m\u00e1u ph\u1ea3i kh\u00e1c ti\u1ec3u \u0111\u01b0\u1eddng.<\/p>\n
H\u01a1n n\u1eefa, team marketing ph\u1ea3i bi\u1ebft \u201c\u0111i t\u1eaft \u0111\u00f3n \u0111\u1ea7u\u201d, ti\u1ebfp c\u1eadn ngay khi kh\u00e1ch h\u00e0ng m\u1edbi ti\u1ec7m c\u1eadn \u0111\u1ed9 tu\u1ed5i d\u1ec5 b\u1ecb c\u00e1c b\u1ec7nh \u0111\u1eb7c th\u00f9 c\u1ee7a ng\u01b0\u1eddi l\u1edbn tu\u1ed5i, b\u1eb1ng c\u00e1c th\u00f4ng \u0111i\u1ec7p v\u1ec1 ph\u00f2ng ng\u1eeba v\u00e0 gi\u1eef g\u00ecn s\u1ee9c kh\u1ecfe.<\/p>\n
\u1ede h\u1ea1ng m\u1ee5c truy\u1ec1n th\u00f4ng \u0111a ph\u01b0\u01a1ng ti\u1ec7n, c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh gi\u1ea3i tr\u00ed nh\u01b0 Anh Trai Say Hi hay Em Xinh Say Hi \u0111ang \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p Vi\u1ec7t Nam \u01b0a chu\u1ed9ng trong th\u1eddi gian g\u1ea7n \u0111\u00e2y khi l\u00e0m marketing \u2013 brand.<\/p>\n
Cu\u1ed1i c\u00f9ng, ph\u1ea3i c\u00f3 c\u00e1c c\u00f4ng c\u1ee5 ho\u1eb7c ph\u01b0\u01a1ng th\u1ee9c \u0111o l\u01b0\u1eddng \u0111\u1ec3 bi\u1ebft nh\u1eefng l\u1ef1a ch\u1ecdn c\u1ee7a team marketing \u0111\u00fang hay sai, \u0111\u00e3 hi\u1ec7u qu\u1ea3 hay ch\u01b0a, \u0111\u00e2u l\u00e0 kh\u00eda c\u1ea1nh c\u1ea7n ph\u00e1t huy v\u00e0 \u0111\u00e2u l\u00e0 kh\u00eda c\u1ea1nh c\u1ea7n lo\u1ea1i b\u1ecf.<\/p>\n
B\u00ean c\u1ea1nh \u0111\u00f3, c\u00f3 4 th\u00e0nh t\u1ed1 m\u00e0 team marketing c\u1ea7n t\u00ecm hi\u1ec3u k\u1ef9 tr\u01b0\u1edbc khi l\u00ean b\u1ea5t c\u1ee9 k\u1ebf ho\u1ea1ch qu\u1ea3ng c\u00e1o n\u00e0o. Tr\u01b0\u1edbc h\u1ebft, ph\u1ea3i x\u00e1c \u0111\u1ecbnh xem t\u00ecnh h\u00ecnh hi\u1ec7n t\u1ea1i tr\u00ean th\u1ecb tr\u01b0\u1eddng \u0111ang ra sao, ti\u1ebfp \u0111\u00f3 xem li\u00ean ph\u00f2ng ban \u0111\u00e3 s\u1eb5n s\u00e0ng qu\u1ea3ng b\u00e1 cho s\u1ea3n ph\u1ea9m\/ch\u01b0\u01a1ng tr\u00ecnh ch\u01b0a; xem ng\u00e2n s\u00e1ch v\u00e0 cu\u1ed1i c\u00f9ng l\u00e0 th\u01b0\u1edbc \u0111o.<\/p>\n
\u201cT\u1ef7 l\u1ec7 v\u00e0ng m\u00e0 c\u00e1c doanh nghi\u1ec7p hay ch\u1ecdn khi ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch l\u00e0 60% marketing cho th\u01b0\u01a1ng hi\u1ec7u v\u00e0 40% l\u00e0 \u0111\u1ec3 ch\u1ea1y ra doanh s\u1ed1. Th\u1ef1c th\u1ebf, c\u00f3 nhi\u1ec1u team marketing b\u1ecb s\u1ebfp \u0111\u1eadp b\u00e0n ch\u1ea5t v\u1ea5t v\u00ec sao \u0111\u1ed5 r\u1ea5t nhi\u1ec1u ti\u1ec1n m\u00e0 v\u1eabn b\u1ecb r\u1edbt s\u1ed1, c\u00f3 ph\u1ea3i ch\u1ec9 t\u1eadp trung v\u00e0o ch\u1ea1y branding hay sao?<\/p>\n
C\u00f2n theo quan \u0111i\u1ec3m c\u1ee7a t\u00f4i, khi ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch marketing, \u0111\u1eebng qu\u00e1 m\u00e1y m\u00f3c l\u00e0m theo t\u1ef7 l\u1ec7 v\u00e0ng m\u00e0 ph\u1ea3i d\u1ef1a v\u00e0o ba y\u1ebfu t\u1ed1 l\u00e0 quy m\u00f4 doanh nghi\u1ec7p, h\u00ecnh th\u1ee9c b\u00e1n h\u00e0ng v\u00e0 th\u1eddi \u0111i\u1ec3m.\u201d, anh ti\u1ebft l\u1ed9.<\/p>\n
N\u1ebfu quy m\u00f4 c\u00f4ng ty v\u1eeba v\u00e0 nh\u1ecf hay startup, team marketing c\u1ea7n t\u1eadp trung v\u00e0o l\u00e0m th\u01b0\u01a1ng hi\u1ec7u v\u00ec ch\u01b0a c\u00f3 th\u01b0\u01a1ng hi\u1ec7u. Ngo\u00e0i ra, doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh t\u00ednh th\u1eddi \u0111i\u1ec3m: n\u1ebfu \u0111ang trong giai \u0111o\u1ea1n T\u1ebft ho\u1eb7c cao \u0111i\u1ec3m b\u00e1n h\u00e0ng c\u1ee7a doanh nghi\u1ec7p th\u00ec c\u1ea7n d\u1ed3n ti\u1ec1n chuy\u1ec3n \u0111\u1ed5i sang th\u00fac \u0111\u1ea9y ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua h\u00e0ng, l\u00fac th\u00fac \u0111i\u1ec3m c\u00f3 th\u1ec3 \u0111\u1ea7u t\u01b0 nhi\u1ec1u h\u01a1n v\u00e0o branding.<\/p>\n
N\u1ebfu b\u00e1n h\u00e0ng B2B, t\u1ef7 l\u1ec7 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch c\u00f3 th\u1ec3 l\u00e0 50 \u2013 50 ho\u1eb7c 60 \u2013 40, t\u00f9y th\u1eddi \u0111i\u1ec3m; n\u1ebfu l\u00e0 B2B th\u00ec n\u00ean t\u1eadp trung v\u00e0o th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 ph\u1ee5c v\u1ee5 chu k\u1ef3 b\u00e1n h\u00e0ng ti\u1ebfp theo, thay v\u00ec th\u00fac \u0111\u1ea9y mua h\u00e0ng h\u1eb1ng n\u00e0y l\u00e0 kh\u00f4ng h\u1ee3p l\u00fd. C\u00f3 nhi\u1ec1u c\u00e1ch \u0111\u1ec3 \u0111o l\u01b0\u1eddng t\u00ecnh y\u00eau c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ec3 ch\u1ee9ng minh v\u1edbi s\u1ebfp l\u00e0 team marketing kh\u00f4ng \u201cn\u00e9m \u0111\u00e1 ao b\u00e8o\u201d.<\/p>\n
B\u00ean c\u1ea1nh \u0111\u00f3, doanh nghi\u1ec7p c\u0169ng ph\u1ea3i ti\u1ebfn h\u00e0nh \u0111o l\u01b0\u1eddng \u0111\u1ec3 bi\u1ebft l\u1ef1a ch\u1ecdn t\u1ef7 l\u1ec7 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch \u0111\u00e3 t\u1ed1i \u01b0u hay ch\u01b0a, t\u0103ng ho\u1eb7c gi\u1ea3m nh\u01b0 th\u1ebf n\u00e0o l\u00e0 ph\u00f9 h\u1ee3p cho t\u1eebng ph\u00f2ng ban, k\u00eanh n\u00e0o c\u1ea7n \u0111\u00f3ng v\u00e0 k\u00eanh n\u00e0o c\u1ea7n m\u1edf r\u1ed9ng th\u00eam.<\/p>\n
M\u1ed9t trong nh\u1eefng th\u00e1ch th\u1ee9c l\u1edbn n\u1eefa v\u1edbi l\u00e3nh \u0111\u1ea1o trong k\u1ef7 nguy\u00ean marketing theo data \u2013 GenAI, theo anh Th\u00f4ng Nguy\u1ec5n, ch\u00ednh l\u00e0 thay \u0111\u1ed5i con ng\u01b0\u1eddi v\u00e0 v\u0103n h\u00f3a doanh nghi\u1ec7p.<\/p>\n
V\u1edbi c\u00e1c c\u00f4ng ty trong l\u0129nh v\u1ef1c d\u01b0\u1ee3c ph\u1ea9m, thay \u0111\u1ed5i v\u0103n h\u00f3a \u2013 con ng\u01b0\u1eddi l\u00e0 h\u1ebft s\u1ee9c kh\u00f3 kh\u0103n v\u00e0 n\u1eb7ng n\u1ec1. C\u00f3 nhi\u1ec1u c\u00f4ng ty d\u01b0\u1ee3c v\u1edbi l\u1ecbch s\u1eed 50 \u0111\u1ebfn 60 v\u00e0 c\u00f3 nhi\u1ec1u anh ch\u1ecb l\u00e0m vi\u1ec7c \u1edf \u0111\u00f3 t\u1eeb 10 \u0111\u1ebfn 20 n\u0103m, b\u1eaft \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean k\u1ef3 c\u1ef1u n\u00e0y s\u1eed d\u1ee5ng AI hay c\u00e1c c\u00f4ng ngh\u1ec7 t\u00e2n th\u1eddi l\u00e0 kh\u00f4ng d\u1ec5 d\u00e0ng. Tuy nhi\u00ean, n\u1ebfu l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, c\u00f4ng ty s\u1ebd ph\u00e1t tri\u1ec3n t\u1ed1t trong \u00edt nh\u1ea5t 10 \u0111\u1ebfn 20 n\u0103m t\u1edbi.<\/p>\n
\u1ede kh\u00eda c\u1ea1nh kh\u00e1c, t\u00f9y v\u00e0o ti\u1ec1m l\u1ef1c \u2013 n\u0103ng l\u1ef1c c\u1ee7a doanh nghi\u1ec7p \u0111\u1ec3 quy\u1ebft \u0111\u1ecbnh l\u00e0 t\u1ef1 l\u00e0m, mua hay m\u01b0\u1ee3n nh\u00e2n s\u1ef1 \u2013 c\u00f4ng ngh\u1ec7.<\/p>\n
V\u1ec1 c\u00e1c xu h\u01b0\u1edbng marketing \u2013 c\u00f4ng ngh\u1ec7 m\u1edbi, c\u00e1c l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111i h\u1ecdc h\u1ecfi ho\u1eb7c tham gia c\u00e1c kh\u00f3a \u0111\u00e0o t\u1ea1o ng\u1eafn, r\u1ed3i v\u1ec1 ch\u1ec9nh s\u1eeda l\u1ea1i cho ph\u00f9 h\u1ee3p v\u1edbi c\u00f4ng ty c\u1ee7a m\u00ecnh. V\u1edbi h\u1ec7 th\u1ed1ng l\u01b0u tr\u1eef d\u1eef li\u1ec7u \u2013 data, doanh nghi\u1ec7p n\u00ean t\u1ef1 m\u00ecnh x\u00e2y d\u1ef1ng, nguy\u00ean t\u1eafc l\u00e0 d\u1eef li\u1ec7u c\u1ee7a m\u00ecnh l\u00e0 c\u1ee7a m\u00ecnh kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u1ec3 th\u1ea5t tho\u00e1t ra b\u00ean ngo\u00e0i.<\/p>\n
V\u1edbi c\u00f4ng ngh\u1ec7 ho\u1eb7c n\u1ec1n t\u1ea3ng th\u00ec doanh nghi\u1ec7p c\u00f3 th\u1ec3 mua ho\u1eb7c m\u01b0\u1ee3n t\u00f9y v\u00e0o nhu c\u1ea7u s\u1eed d\u1ee5ng v\u00e0 kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh. V\u1ec1 nh\u00e2n s\u1ef1, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ef1 x\u00e2y d\u1ef1ng \u0111\u1ed9i ng\u0169 c\u00f4ng ngh\u1ec7 ho\u1eb7c m\u1eddi chuy\u00ean gia \u0111\u1ebfn \u0111\u00e0o t\u1ea1o \u0111\u1ec3 \u201cm\u01b0a d\u1ea7m th\u1ea5m \u0111\u1ea5t\u201d.<\/p>\n
V\u1ec1 t\u01b0\u01a1ng lai c\u1ee7a ng\u00e0nh marketing \u2013 c\u00f4ng ngh\u1ec7 trong 10 \u0111\u1ebfn 20 n\u0103m t\u1edbi, c\u1ef1u Gi\u00e1m \u0111\u1ed1c Marketing Pharmacity d\u1ef1 \u0111o\u00e1n r\u1eb1ng, l\u00fac \u0111\u00f3 h\u00e0nh lang ph\u00e1p l\u00fd cho ng\u00e0nh \u0111\u00e3 ho\u00e0n ch\u1ec9nh; v\u00ec hi\u1ec7n t\u1ea1i v\u1eabn c\u00f3 nhi\u1ec1u th\u1ee9 ch\u01b0a r\u00f5 r\u00e0ng, c\u00f3 nhi\u1ec1u \u201cv\u00f9ng x\u00e1m\u201d v\u00e0 m\u01a1 h\u1ed3. M\u1ed9t khi Ch\u00ednh ph\u1ee7 \u0111\u00e3 v\u00e0o cu\u1ed9c, th\u00ec ng\u00e0nh marketing Vi\u1ec7t Nam c\u00f3 c\u01a1 h\u1ed9i v\u01b0\u01a1n m\u00ecnh s\u00e1nh ngang v\u1edbi to\u00e0n c\u1ea7u.<\/p>\n
L\u00fac \u0111\u00f3, AI c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n th\u00e0nh hai nh\u00e1nh. Nh\u00e1nh \u0111\u1ea7u ti\u00ean l\u00e0 AI ai c\u0169ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u01b0\u1ee3c, v\u00ed d\u1ee5 c\u00f4 b\u00e1n h\u00e0ng t\u1ea1p h\u00f3a c\u00f3 th\u1ec3 d\u00f9ng AI \u0111\u1ec3 \u0111\u1eb7t h\u00e0ng h\u00f3a ho\u1eb7c giao ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng. Nh\u00e1nh th\u1ee9 hai l\u00e0 AI chuy\u00ean bi\u1ec7t d\u00e0nh ri\u00eang cho c\u00e1c l\u0129nh v\u1ef1c nh\u01b0 y t\u1ebf, d\u01b0\u1ee3c ph\u1ea9m, ph\u00e1p lu\u1eadt\u2026Hi\u1ec7n trong c\u00e1c l\u0129nh v\u1ef1c n\u00e0y, con ng\u01b0\u1eddi v\u1eabn \u0111ang n\u1eafm quy\u1ec1n l\u1edbn, AI ch\u01b0a th\u1ec3 can thi\u1ec7p s\u00e2u ho\u1eb7c \u0111\u1ee7 kh\u1ea3 n\u0103ng h\u1ed7 tr\u1ee3 \u0111\u1eafc l\u1ef1c cho nh\u00f3m nh\u00e2n s\u1ef1 cao c\u1ea5p.<\/p>\n
Ph\u1ea7n n\u1ed9i dung marketing, hi\u1ec7n th\u1ebf gi\u1edbi \u0111ang b\u00f9ng n\u1ed5 video ng\u1eafn, nh\u01b0ng bi\u1ebft \u0111\u00e2u trong 10 n\u0103m n\u1eefa ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ec9 th\u00edch xem livestream t\u00edch h\u1ee3p v\u1edbi AI c\u00f3 h\u1ed7 tr\u1ee3 VR \u2013 video kh\u00f4ng bi\u00ean t\u1eadp; sau \u0111\u00f3 \u0111\u1eb7t h\u00e0ng \u2013 chuy\u1ec3n ti\u1ec1n tr\u1ef1c ti\u1ebfp ngay l\u1ef1c t\u1ee9c.<\/p>\n
Theo Agency Networks<\/p>\n","protected":false},"excerpt":{"rendered":"
Theo c\u1ef1u Gi\u00e1m \u0111\u1ed1c Marketing Pharmacity, c\u00f3 3 y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch marketing cho hai m\u1ee5c ti\u00eau l\u00e0m th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ch\u1ea1y doanh s\u1ed1. \u0110\u1ea7u ti\u00ean l\u00e0 quy m\u00f4 doanh nghi\u1ec7p, th\u1ee9 hai h\u00ecnh th\u1ee9c b\u00e1n h\u00e0ng l\u00e0 B2C hay B2B v\u00e0 th\u1ee9 ba l\u00e0 t\u00ednh th\u1eddi \u0111i\u1ec3m \u2013 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