{"id":16933,"date":"2024-01-11T15:52:43","date_gmt":"2024-01-11T08:52:43","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16933"},"modified":"2024-01-11T15:54:43","modified_gmt":"2024-01-11T08:54:43","slug":"kien-thuc-marketing","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/kien-thuc-marketing\/","title":{"rendered":"Ki\u1ebfn th\u1ee9c marketing c\u1ea7n thi\u1ebft cho marketer chuy\u00ean nghi\u1ec7p"},"content":{"rendered":"

M\u1ed9t ng\u01b0\u1eddi l\u00e0m marketing lu\u00f4n c\u1ea7n ph\u1ea3i luy\u1ec7n t\u1eadp v\u00e0 trau d\u1ed3i th\u00eam c\u00e1c ki\u1ebfn th\u1ee9c marketing \u0111\u1ec3 b\u1eaft k\u1ecbp v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng c\u1ee7a ng\u00e0nh marketing trong th\u1eddi \u0111\u1ea1i hi\u1ec7n nay. M\u1ed7i v\u1ecb tr\u00ed c\u00f4ng vi\u1ec7c kh\u00e1c nhau s\u1ebd c\u1ea7n nh\u1eefng ki\u1ebfn th\u1ee9c chuy\u00ean m\u00f4n kh\u00e1c nhau. Tuy nhi\u00ean, d\u00f9 b\u1ea1n l\u00e0 m\u1ed9t ng\u01b0\u1eddi m\u1edbi t\u00ecm hi\u1ec3u v\u1ec1 marketing, m\u1ed9t nh\u00e2n vi\u00ean marketing hay m\u1ed9t nh\u00e0 qu\u1ea3n l\u00fd marketing th\u00ec b\u1ea1n lu\u00f4n c\u1ea7n ph\u1ea3i bi\u1ebft v\u00e0 hi\u1ec3u c\u00e1c ki\u1ebfn th\u1ee9c marketing th\u00ec m\u1edbi c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng v\u00e0o qu\u1ea3n l\u00fd v\u00e0 tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a doanh nghi\u1ec7p trong b\u1ed1i c\u1ea3nh ng\u00e0nh marketing ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng nh\u01b0 hi\u1ec7n nay.\u00a0<\/span><\/p>\n

\u0110\u1ec3 gi\u00fap b\u1ea1n n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c nh\u1eefng ki\u1ebfn th\u1ee9c marketing c\u1ea7n c\u00f3 c\u1ee7a m\u1ed9t ng\u01b0\u1eddi l\u00e0m marketing, DTM Consulting ch\u00fang t\u00f4i \u0111\u00e3 t\u1ed5ng h\u1ee3p nh\u1eefng ki\u1ebfn th\u1ee9c c\u1ea7n thi\u1ebft trong b\u00e0i vi\u1ebft n\u00e0y.<\/span><\/p>\n

Ki\u1ebfn th\u1ee9c marketing c\u0103n b\u1ea3n<\/b><\/h2>\n

Nh\u1eefng ki\u1ebfn th\u1ee9c marketing c\u0103n b\u1ea3n, n\u1ec1n t\u1ea3ng lu\u00f4n l\u00e0 y\u1ebfu t\u1ed1 \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u m\u00e0 c\u00e1c marketer, nh\u1eefng ng\u01b0\u1eddi quan t\u00e2m \u0111\u1ebfn marketing c\u1ea7n bi\u1ebft \u0111\u1ec3 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng v\u00e0o c\u00e1c ho\u1ea1t \u0111\u1ed9ng, b\u1ed1i c\u1ea3nh th\u1ef1c ti\u1ec5n. Do v\u1eady, marketer c\u1ea7n hi\u1ec3u r\u00f5 c\u00e1c kh\u00e1i ni\u1ec7m, nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n c\u1ee7a marketing nh\u01b0\u00a0<\/span><\/p>\n

Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 kh\u00e1ch h\u00e0ng<\/h3>\n

Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, insight kh\u00e1ch h\u00e0ng l\u00e0 ho\u1ea1t \u0111\u1ed9ng nh\u1eb1m cung c\u1ea5p c\u00e1c th\u00f4ng tin c\u1ea7n thi\u1ebft \u0111\u1ec3 c\u00e1c t\u1ed5 ch\u1ee9c, doanh nghi\u1ec7p gi\u1ea3i quy\u1ebft nh\u1eefng v\u1ea5n \u0111\u1ec1 marketing; thi\u1ebft k\u1ebf c\u00e1c ph\u01b0\u01a1ng ph\u00e1p thu th\u1eadp d\u1eef li\u1ec7u; qu\u1ea3n l\u00fd v\u00e0 th\u1ef1c hi\u1ec7n qu\u00e1 tr\u00ecnh <\/span>thu th\u1eadp d\u1eef li\u1ec7u<\/span><\/a>; ph\u00e2n t\u00edch c\u00e1c k\u1ebft qu\u1ea3 v\u00e0 truy\u1ec1n th\u00f4ng v\u1ec1 nh\u1eefng k\u1ebft qu\u1ea3 c\u0169ng nh\u01b0 s\u1eed d\u1ee5ng ch\u00fang. Do \u0111\u00f3, c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng, vi\u1ec7c t\u00ecm hi\u1ec3u c\u00e1c ki\u1ebfn th\u1ee9c v\u1ec1 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng r\u1ea5t c\u1ea7n thi\u1ebft cho nh\u1eefng ng\u01b0\u1eddi quan t\u00e2m \u0111\u1ebfn marketing v\u00ec \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 h\u1ed7 tr\u1ee3 h\u1ecd trong vi\u1ec7c \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh nh\u1eb1m gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 marketing c\u1ee7a doanh nghi\u1ec7p.<\/span><\/p>\n

>> Xem th\u00eam: <\/span>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? Chi ph\u00ed c\u1ea7n cho m\u1ed9t d\u1ef1 \u00e1n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 bao nhi\u00eau? | DTM Consulting<\/span><\/a><\/p>\n

Ph\u00e2n t\u00edch d\u1eef li\u1ec7u (Data analysis)<\/h3>\n

Ph\u00e2n t\u00edch d\u1eef li\u1ec7u l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh l\u00e0m vi\u1ec7c v\u1edbi d\u1eef li\u1ec7u \u0111\u1ec3 t\u00ecm ra nh\u1eefng th\u00f4ng tin h\u1eefu \u00edch h\u1ed7 tr\u1ee3 vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh kinh doanh c\u1ee7a doanh nghi\u1ec7p. N\u1ebfu doanh nghi\u1ec7p \u0111ang ho\u1ea1t \u0111\u1ed9ng kh\u00f4ng hi\u1ec7u qu\u1ea3, t\u1ed1c \u0111\u1ed9 ph\u00e1t tri\u1ec3n kh\u00f4ng t\u1ed1t th\u00ec c\u1ea7n ph\u1ea3i ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u1ec3 t\u00ecm ra nh\u1eefng sai l\u1ea7m trong qu\u00e1 kh\u1ee9 v\u00e0 kh\u00f4ng l\u1eb7p l\u1ea1i n\u00f3. Ngay c\u1ea3 khi doanh nghi\u1ec7p \u0111ang ho\u1ea1t \u0111\u1ed9ng tr\u01a1n tru, vi\u1ec7c ph\u00e2n t\u00edch d\u1eef li\u1ec7u l\u00e0 quan tr\u1ecdng \u0111\u1ec3 c\u00f3 th\u1ec3 t\u00ecm ra nh\u1eefng c\u01a1 h\u1ed9i kinh doanh m\u1edbi. V\u00ec v\u1eady, vi\u1ec7c t\u00ecm hi\u1ec3u v\u1ec1 ph\u00e2n t\u00edch d\u1eef li\u1ec7u l\u00e0 c\u1ea7n thi\u1ebft v\u1edbi c\u00e1c marketer, \u0111\u1eb7c bi\u1ec7t trong b\u1ed1i c\u1ea3nh c\u00f4ng ngh\u1ec7 s\u1ed1 ph\u00e1t tri\u1ec3n nh\u01b0 hi\u1ec7n nay.\u00a0<\/span><\/p>\n

>> Xem th\u00eam: <\/span>Data analysis l\u00e0 g\u00ec? H\u1ecdc ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u1edbi ng\u00f4n ng\u1eef R | DTM Consulting<\/span><\/a><\/p>\n

\"marketing<\/p>\n

C\u00f4ng c\u1ee5 marketing mix<\/h3>\n

C\u00e1c marketer c\u1ea7n n\u1eafm b\u1eaft v\u00e0 hi\u1ec3u c\u00e1c kh\u00e1i ni\u1ec7m v\u1ec1 c\u00e1c y\u1ebfu t\u1ed1 trong marketing h\u1ed7n h\u1ee3p (marketing mix) c\u0169ng nh\u01b0 c\u00e1ch ch\u00fang \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p v\u00e0 qu\u1ea3n l\u00fd m\u1ed9t c\u00e1ch chi\u1ebfn l\u01b0\u1ee3c. \u0110\u00e2y l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh t\u1eadp h\u1ee3p c\u00e1c c\u00f4ng c\u1ee5 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u1ec3 gi\u00fap cho kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m.\u00a0<\/span><\/p>\n

Hi\u1ec7n nay, marketing mix kh\u00f4ng ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 4P (product, price, place, promotion) m\u00e0 c\u00f2n l\u00e0 7P, 4C,… Tr\u00ean th\u1ebf gi\u1edbi c\u00f3 nhi\u1ec1u m\u00f4 h\u00ecnh marketing nh\u1eb1m h\u1ed7 tr\u1ee3 cho qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing \u0111\u1ea1t hi\u1ec7u qu\u1ea3 cao. Do \u0111\u00f3, vi\u1ec7c t\u00ecm hi\u1ec3u v\u00e0 kh\u00e1m ph\u00e1 c\u00e1c ki\u1ebfn th\u1ee9c marketing v\u1ec1 m\u00f4 h\u00ecnh marketing mix c\u00f3 th\u1ec3 gi\u00fap marketer t\u00ecm ra \u0111\u01b0\u1ee3c nhi\u1ec1u h\u01b0\u1edbng \u0111i kh\u00e1c nhau cho ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n

>> Xem th\u00eam: <\/span>Chi\u1ebfn l\u01b0\u1ee3c Marketing Mix – 4Ps, 4Cs hay 3Es | Khi marketing kh\u00f4ng ch\u1ec9 c\u00f2n l\u00e0 4P | DTM Consulting<\/span><\/a><\/p>\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u (branding) v\u00e0 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand positioning)<\/h3>\n

Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 t\u00e0i s\u1ea3n v\u00f4 h\u00ecnh c\u1ee7a m\u1ed9t c\u00f4ng ty, l\u00e0 m\u1ed1i quan h\u1ec7 t\u00ecnh c\u1ea3m m\u00e0 doanh nghi\u1ec7p c\u00f3 v\u1edbi kh\u00e1ch h\u00e0ng. B\u1ea1n t\u00ecm hi\u1ec3u m\u1ed9t v\u00e0i kh\u00eda c\u1ea1nh c\u01a1 b\u1ea3n v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u1ecbnh v\u1ecb th\u1ecb tr\u01b0\u1eddng, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng v\u00e0 \u0111\u01b0a ra c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u1eb1m ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n

> Xem th\u00eam: <\/span>Quy tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u doanh nghi\u1ec7p c\u01a1 b\u1ea3n | DTM Consulting<\/span><\/a><\/p><\/blockquote>\n

\"brand<\/p>\n

Digital marketing<\/a><\/h3>\n

Hi\u1ec7n nay, ch\u00fang ta \u0111ang s\u1ed1ng trong th\u1ebf gi\u1edbi m\u00e0 c\u00f4ng ngh\u1ec7, Internet \u0111ang r\u1ea5t ph\u00e1t tri\u1ec3n. Digital marketing hi\u1ec7n nay c\u0169ng tr\u1edf th\u00e0nh kh\u00eda c\u1ea1nh quan tr\u1ecdng v\u00e0 c\u1ea7n thi\u1ebft trong ho\u1ea1t \u0111\u1ed9ng marketing t\u1ed5ng th\u1ec3 c\u1ee7a doanh nghi\u1ec7p. C\u00e1c doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam c\u0169ng \u0111ang c\u00f3 nh\u1eefng n\u1ed7 l\u1ef1c chuy\u1ec3n \u0111\u1ed5i kinh doanh k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u1ec3 t\u1eadn d\u1ee5ng t\u1ed1i \u0111a c\u00e1c c\u01a1 h\u1ed9i nh\u1eb1m duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n l\u1ee3i th\u1ebf c\u1ea1nh tranh trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng hi\u1ec7n nay. Do \u0111\u00f3, vi\u1ec7c t\u00ecm hi\u1ec3u v\u1ec1 ki\u1ebfn th\u1ee9c v\u1ec1 digital marketing l\u00e0 r\u1ea5t c\u1ea7n thi\u1ebft \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi c\u00f3 quan t\u00e2m \u0111\u1ebfn l\u0129nh v\u1ef1c marketing.\u00a0<\/span><\/p>\n

> Xem th\u00eam: <\/span>Ki\u1ebfn th\u1ee9c\/c\u00f4ng c\u1ee5 th\u1ef1c h\u00e0nh c\u01a1 b\u1ea3n nh\u1ea5t cho ng\u01b0\u1eddi l\u00e0m Digital Marketing | DTM Consulting<\/span><\/a><\/b><\/p><\/blockquote>\n

\"\"<\/p>\n

Ki\u1ebfn th\u1ee9c x\u00e3 h\u1ed9i<\/b><\/h2>\n

L\u00e0 m\u1ed9t marketer, b\u1ea1n c\u1ea7n n\u1eafm r\u00f5 t\u00ecnh h\u00ecnh, b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i, c\u00e1c th\u00f4ng tin x\u00e3 h\u1ed9i hi\u1ec7n t\u1ea1i v\u00e0 kh\u00e1m ph\u00e1 c\u00e1c xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng c\u00e1c k\u1ebf ho\u1ea1ch marketing nh\u1eb1m gi\u00fap doanh nghi\u1ec7p kh\u00f4ng b\u1ecb b\u1ecf l\u1ea1i ph\u00eda sau. Do \u0111\u00f3, hi\u1ec3u bi\u1ebft v\u1ec1 c\u00e1c y\u1ebfu t\u1ed1 v\u0129 m\u00f4 c\u0169ng l\u00e0 ki\u1ebfn th\u1ee9c marketing c\u1ea7n thi\u1ebft cho nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing ho\u1eb7c quan t\u00e2m \u0111\u1ebfn marketing.\u00a0<\/span><\/p>\n

Khi b\u1ea1n c\u00f3 ki\u1ebfn th\u1ee9c x\u00e3 h\u1ed9i \u0111\u1ee7 r\u1ed9ng, b\u1ea1n c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u th\u00eam v\u00e0 th\u1ef1c hi\u1ec7n ph\u00e2n t\u00edch c\u00e1c m\u00f4 h\u00ecnh nh\u01b0 PEST, PESTEL, m\u00f4 h\u00ecnh 5 \u00e1p l\u1ef1c c\u1ea1nh tranh,… \u0111\u1ec3 t\u00ecm ra c\u01a1 h\u1ed9i v\u00e0 th\u00e1ch th\u1ee9c t\u1eeb m\u00f4i tr\u01b0\u1eddng xung quanh v\u00e0 t\u1eadn d\u1ee5ng \u0111\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c, ho\u1ea1t \u0111\u1ed9ng marketing cho doanh nghi\u1ec7p.<\/span><\/p>\n

Ki\u1ebfn th\u1ee9c v\u1ec1 c\u00f4ng c\u1ee5 (tool) marketing<\/b><\/h2>\n

Ki\u1ebfn th\u1ee9c v\u1ec1 c\u00e1c c\u00f4ng c\u1ee5 marketing gi\u00fap c\u00e1c marketer l\u1ef1a ch\u1ecdn v\u00e0 s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 marketing ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau v\u00e0 ng\u00e2n s\u00e1ch c\u1ee7a doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n

\u0110\u1ed3ng th\u1eddi, trong b\u1ed1i c\u1ea3nh c\u00e1c doanh nghi\u1ec7p \u0111ang n\u1ed7 l\u1ef1c t\u1eadn d\u1ee5ng c\u00e1c n\u1ec1n t\u1ea3ng c\u00f4ng ngh\u1ec7 s\u1ed1 hi\u1ec7n nay, c\u00e1c marketer n\u00ean h\u1ecdc c\u00e1ch th\u00edch nghi v\u00e0 c\u00f3 s\u1ef1 hi\u1ec3u bi\u1ebft v\u1ec1 c\u00f4ng ngh\u1ec7, c\u00e1c c\u00f4ng c\u1ee5 marketing – m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu trong digital marketing. Th\u00f4ng qua c\u00e1c c\u00f4ng c\u1ee5 marketing, b\u1ea1n c\u00f3 th\u1ec3 ph\u00e2n t\u00edch h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eb1m x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c <\/span>ch\u00e2n dung kh\u00e1ch h\u00e0ng (customer persona)<\/span><\/a>, <\/span>h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng (customer journey)<\/span><\/a>, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra\u00a0 \u0111\u01b0\u1ee3c c\u00e1c k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng ti\u1ebfp c\u1eadn, thu h\u00fat v\u00e0 chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng, \u0111em l\u1ea1i l\u1ee3i nhu\u1eadn cho doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n

T\u00f9y v\u00e0o c\u00f4ng vi\u1ec7c c\u1ee5 th\u1ec3 m\u00e0 b\u1ea1n s\u1ebd c\u1ea7n hi\u1ec3u v\u00e0 s\u1eed d\u1ee5ng nhi\u1ec1u c\u00f4ng c\u1ee5 kh\u00e1c nhau, Tuy nhi\u00ean, m\u1ed9t s\u1ed1 c\u00f4ng c\u1ee5\/ph\u1ea7n m\u1ec1m m\u00e0 nh\u1eefng ng\u01b0\u1eddi quan t\u00e2m \u0111\u1ebfn marketing n\u00ean t\u00ecm hi\u1ec3u nh\u01b0:\u00a0<\/span><\/p>\n