{"id":4704,"date":"2018-12-24T17:23:27","date_gmt":"2018-12-24T10:23:27","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=4704"},"modified":"2019-12-03T10:14:27","modified_gmt":"2019-12-03T03:14:27","slug":"hieu-ve-nguoi-tieu-dung-so-digital-consumer-phan-2","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/hieu-ve-nguoi-tieu-dung-so-digital-consumer-phan-2\/","title":{"rendered":"Hi\u1ec3u v\u1ec1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ed1 (Digital consumer)- Ph\u1ea7n 2"},"content":{"rendered":"

\u0110\u1ec3 c\u00f3 th\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p, vi\u1ec7c th\u1ea5u hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ed1 (digital consumer insight)<\/strong> l\u00e0 \u0111i\u1ec1u v\u00f4 c\u00f9ng quan tr\u1ecdng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p hay c\u00e1c c\u00e1 nh\u00e2n kinh doanh khi tham gia m\u00f4i tr\u01b0\u1eddng s\u1ed1, c\u1ee5 th\u1ec3 l\u00e0 m\u00f4i tr\u01b0\u1eddng Internet. (Xem ph\u1ea7n 1 T\u1ea1i \u0111\u00e2y)<\/a>. Tuy nhi\u00ean, vi\u1ec7c hi\u1ec3u \u0111\u01b0\u1ee3c \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 nh\u1eefng \u0111\u1eb7c tr\u01b0ng t\u00e2m l\u00fd, th\u00e1i \u0111\u1ed9 v\u00e0 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ed1 l\u00e0 \u0111i\u1ec1u kh\u00f4ng h\u1ec1 d\u1ec5 d\u00e0ng. N\u00f3 c\u1ea7n c\u00f3 c\u00e1ch ti\u1ebfp c\u1eadn, ph\u01b0\u01a1ng ph\u00e1p v\u00e0 nh\u1eefng k\u1ef9 thu\u1eadt c\u1ee5 th\u1ec3 m\u00e0 ch\u00fang t\u00f4i k\u1ef3 v\u1ecdng s\u1ebd c\u00f3 th\u1ec3 d\u1ea7n d\u1ea7n gi\u1edbi thi\u1ec7u v\u1edbi c\u00e1c b\u1ea1n trong b\u00e0i n\u00e0y.<\/p>\n

Trong b\u00e0i n\u00e0y, ch\u00fang t\u00f4i xin gi\u1edbi thi\u1ec7u v\u1edbi c\u00e1c b\u1ea1n 1 v\u00e0i \u0111\u1eb7c \u0111i\u1ec3m ch\u00ednh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ed1 m\u00e0 t\u00e1c gi\u1ea3 Ryan c\u1ee7a cu\u1ed1n s\u00e1ch \u201cUnderstanding strategies for engaging the digital generation\u201d(*)<\/p>\n

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  1. \n

    Ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ed1 ng\u00e0y c\u00e0ng tho\u1ea3i m\u00e1i v\u1edbi ph\u01b0\u01a1ng ti\u1ec7n<\/h1>\n<\/li>\n<\/ol>\n

    Nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u0111\u00e3 s\u1eed d\u1ee5ng Internet trong nhi\u1ec1u n\u0103m v\u00e0 gi\u1edd \u0111\u00e2y h\u1ecd\u00a0 \u0111ang ng\u00e0y c\u00e0ng tr\u1edf n\u00ean hi\u1ec3u bi\u1ebft v\u1ec1 Internet.\u0110i\u1ec1u n\u00e0y gi\u1ed1ng nh\u01b0 khi b\u1ea1n t\u1eadp ch\u01a1i m\u1ed9t m\u00f4n th\u1ec3 thao n\u00e0o \u0111\u00f3, c\u00e0ng quen thu\u1ed9c v\u00e0 nhu\u1ea7n nhuy\u1ec5n h\u1ecd c\u00e0ng ch\u01a1i v\u1edbi t\u1ed1c \u0111\u1ed9 nhanh h\u01a1n v\u00e0 \u201ctinh t\u1ebf\u201d h\u01a1n. V\u1eady n\u00ean, nh\u1eefng n\u1ed9i dung truy\u1ec1n th\u00f4ng c\u1ee7a b\u1ea1n c\u1ea7n \u0111\u1ec1 c\u1eadp t\u1edbi nh\u1eefng g\u00ec h\u1ecd mu\u1ed1n v\u00e0 c\u1ea7n \u0111\u1ec3 cung c\u1ea5p m\u1ed9t c\u00e1ch nhanh ch\u00f3ng v\u00e0 ch\u00ednh x\u00e1c v\u1edbi h\u00e0nh vi, nhu c\u1ea7u c\u1ee7a h\u1ecd.<\/p>\n

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    1. \n

      Ng\u01b0\u1eddi ti\u00eau d\u00f9ng mu\u1ed1n m\u1ecdi th\u1ee9 v\u00e0 ph\u1ea3i ngay l\u1eadp t\u1ee9c.<\/h1>\n<\/li>\n<\/ol>\n

      Trong th\u1ebf gi\u1edbi Internet, n\u01a1i t\u1ea5t c\u1ea3 m\u1ecdi th\u1ee9 x\u1ea3y ra h\u1ea7u nh\u01b0 ngay l\u1eadp t\u1ee9c, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 quen v\u1edbi vi\u1ec7c thu th\u1eadp th\u00f4ng tin c\u1ee7a h\u1ecd theo y\u00eau c\u1ea7u t\u1eeb nhi\u1ec1u ngu\u1ed3n c\u00f9ng m\u1ed9t l\u00fac. V\u00ec v\u1eady, h\u1ecd mu\u1ed1n th\u00f4ng tin \u1edf h\u00ecnh th\u1ee9c h\u1ecd thu th\u1eadp \u0111\u01b0\u1ee3c nhanh nh\u1ea5t, kh\u00f4ng mu\u1ed1n m\u1ea5t qu\u00e1 nhi\u1ec1u th\u1eddi gian \u0111\u1ec3 t\u00ecm hi\u1ec3u v\u1ec1 doanh nghi\u1ec7p c\u1ee7a b\u1ea1n. Gia t\u0103ng gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft, nh\u01b0ng c\u00f2n c\u1ea7n xem x\u00e9t \u0111\u1ebfn vi\u1ec7c gi\u1ea3m t\u1ea3i chi ph\u00ed \u201cth\u1eddi gian\u201d cho kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng.<\/p>\n

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      1. \n

        Ng\u01b0\u1eddi d\u00f9ng n\u1eafm quy\u1ec1n ki\u1ec3m so\u00e1t.<\/h1>\n<\/li>\n<\/ol>\n

        Ng\u01b0\u1eddi d\u00f9ng ki\u1ec3m so\u00e1t tr\u00ean internet h\u01a1n bao gi\u1edd h\u1ebft.B\u1ea1n bu\u1ed9c ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c v\u00e0 duy tr\u00ec \u0111i\u1ec1u \u0111\u00f3 v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng tr\u00ean Internet, n\u1ebfu kh\u00f4ng ng\u01b0\u1eddi d\u00f9ng s\u1ebd t\u1eeb b\u1ecf v\u00e0 ki\u1ebfm t\u00ecm m\u1ed9t n\u01a1i h\u1ecd c\u00f3 ti\u1ebfng n\u00f3i v\u00e0 \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn h\u01a1n.
        \n\"DigitalConsumer\"<\/p>\n

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        1. \n

          S\u1ef1 m\u00e2u thu\u1eabn<\/h1>\n<\/li>\n<\/ol>\n

          S\u1ef1 phong ph\u00fa v\u00e0 \u0111a d\u1ea1ng, t\u00ednh minh b\u1ea1ch v\u00e0 t\u1ee9c th\u1eddi c\u1ee7a Internet ng\u00e0y nay \u0111\u00e3 l\u00e0m gi\u1ea3m \u0111i r\u1ea5t nhi\u1ec1u s\u1ef1 trung th\u00e0nh v\u00e0 ni\u1ec1m tin v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. H\u1ecd bi\u1ebft \u0111\u1ebfn nh\u1eefng v\u1ee5 b\u00ea b\u1ed1i nhi\u1ec1u v\u00e0 nhanh h\u01a1n, s\u1ef1 lan truy\u1ec1n th\u00f4ng tin c\u0169ng n\u1eb1m ngo\u00e0i t\u1ea7m ki\u1ec3m so\u00e1t c\u1ee7a nh\u00e0 truy\u1ec1n th\u00f4ng, th\u00eam v\u00e0o \u0111\u00f3, c\u00f3 qu\u00e1 nhi\u1ec1u \u0111\u1ed1i th\u1ee7 tr\u00ean m\u00f4i tr\u01b0\u1eddng internet, ng\u01b0\u1eddi d\u00f9ng s\u1eb5n s\u00e0ng r\u1eddi b\u1ecf v\u00e0 ki\u1ebfm t\u00ecm nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 h\u1ecd c\u1ea3m th\u1ea5y t\u1ed1t h\u01a1n. Vi\u1ec7c x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u00e0o th\u01b0\u01a1ng hi\u1ec7u v\u1eabn l\u00e0 \u0111i\u1ec1u quan tr\u1ecdng trong digital marketing. C\u1edbi quy\u1ec1n h\u1ea1n c\u1ee7a m\u00ecnh, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ed1 tr\u1edf n\u00ean nhanh nh\u1ea1y v\u00e0 \u201cd\u1ec5\u201d tr\u1edf th\u00e0nh ng\u01b0\u1eddi mua s\u1eafm th\u00f4ng minh qua vi\u1ec7c so s\u00e1nh v\u00e0 \u0111\u1ed1i chi\u1ebfu c\u00e1c nh\u00e3n hi\u1ec7u c\u1ea1nh tranh. Ki\u1ebfm t\u00ecm c\u00e1c gi\u00e1 tr\u1ecb v\u00e0 t\u00ean tu\u1ed5i t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p.<\/p>\n

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          1. \n

            Ng\u01b0\u1eddi d\u00f9ng s\u1ed1 l\u00e0 nh\u1eefng ti\u1ebfng n\u00f3i<\/h1>\n<\/li>\n<\/ol>\n

            Ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ed1 chia s\u1ebb, t\u01b0\u01a1ng t\u00e1c v\u00e0 n\u00f3i chuy\u1ec7n v\u1edbi nhau … r\u1ea5t nhi\u1ec1u.Th\u00f4ng qua<\/p>\n

            \u0111\u00e1nh gi\u00e1 ngang h\u00e0ng, blog, m\u1ea1ng x\u00e3 h\u1ed9i, di\u1ec5n \u0111\u00e0n v\u00e0 c\u1ed9ng \u0111\u1ed3ng tr\u1ef1c tuy\u1ebfn h\u1ecd \u0111ang k\u1ec3 cho nhau v\u1ec1 tr\u1ea3i nghi\u1ec7m tr\u1ef1c tuy\u1ebfn t\u00edch c\u1ef1c\u00a0 v\u00e0 ti\u00eau c\u1ef1c c\u1ee7a h\u1ecd,…<\/p>\n

            >>> Xem th\u00eam: T\u00e1c \u0111\u1ed9ng c\u1ee7a Digital Marketing l\u00ean h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/a><\/p>\n

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            1. \n

              Ng\u01b0\u1eddi \u1ea3nh h\u01b0\u1edfng ( Influencer)<\/h1>\n<\/li>\n<\/ol>\n

              Vi\u1ec7c s\u1eed d\u1ee5ng nh\u1eefng ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ec3 truy\u1ec1n th\u00f4ng \u0111\u00e3 kh\u00f4ng c\u00f2n xa l\u1ea1 v\u1edbi m\u1ecdi ng\u01b0\u1eddi. T\u1ea1i sao nh\u1eefng ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1ea1i \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao trong digital marketing n\u00f3i ri\u00eang v\u00e0 marketing n\u00f3i chung? B\u1edfi v\u00ec h\u1ecd c\u00f3 s\u1ef1 tin t\u01b0\u1edfng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. M\u1ecdi ng\u01b0\u1eddi s\u1eb5n s\u00e0ng \u0111\u1ecdc v\u00e0 l\u1eafng nghe, h\u1ecd \u0111\u00e1nh gi\u00e1 cao \u00fd ki\u1ebfn c\u1ee7a ng\u01b0\u1eddi \u1ea3nh h\u01b0\u1edfng v\u00e0 tin t\u01b0\u1edfng nh\u1eefng tr\u1ea3i nghi\u1ec7m v\u00e0 l\u1eddi khuy\u00ean c\u1ee7a nh\u1eefng ng\u01b0\u1eddi \u0111\u00f3.<\/p>\n

              V\u1eady l\u00e0m sao \u0111\u1ec3 bi\u1ebft m\u1ed9t ng\u01b0\u1eddi c\u00f3 ph\u1ea3i l\u00e0 \u201cng\u01b0\u1eddi \u1ea3nh h\u01b0\u1edfng\u201d cho ng\u00e0nh h\u00e0ng, s\u1ea3n ph\u1ea9m hay doanh nghi\u1ec7p c\u1ee7a b\u1ea1n? D\u01b0\u1edbi \u0111\u00e2y l\u00e0 1 s\u1ed1 \u0111\u1eb7c \u0111i\u1ec3m ch\u00ednh \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 xem h\u1ecd c\u00f3 l\u00e0 influencer hay kh\u00f4ng:<\/p>\n

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              • H\u1ecd t\u1ef1 coi m\u00ecnh l\u00e0 chuy\u00ean gia trong m\u1ed9t s\u1ed1 l\u0129nh v\u1ef1c nh\u1ea5t \u0111\u1ecbnh (ch\u1eb3ng h\u1ea1n nh\u01b0 c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd ho\u1eb7c s\u1edf th\u00edch).<\/li>\n
              • M\u1ecdi ng\u01b0\u1eddi th\u01b0\u1eddng h\u1ecfi \u00fd ki\u1ebfn, l\u1eddi khuy\u00ean c\u1ee7a h\u1ecd v\u1ec1 vi\u1ec7c mua h\u00e0ng \u1edf nh\u1eefng khu v\u1ef1c h\u1ecd \u0111ang \u1edf<\/li>\n
              • Khi h\u1ecd g\u1eb7p ph\u1ea3i s\u1ea3n ph\u1ea9m m\u1edbi h\u1ecd th\u00edch, h\u1ecd c\u00f3 xu h\u01b0\u1edbng gi\u1edbi thi\u1ec7u n\u00f3 cho b\u1ea1n b\u00e8.<\/li>\n
              • H\u1ecd c\u00f3 m\u1ed9t m\u1ea1ng x\u00e3 h\u1ed9i l\u1edbn v\u00e0 th\u01b0\u1eddng gi\u1edbi thi\u1ec7u m\u1ecdi ng\u01b0\u1eddi v\u1edbi nhau d\u1ef1a tr\u00ean s\u1edf th\u00edch c\u1ee7a h\u1ecd.<\/li>\n
              • H\u1ecd \u0111ang ho\u1ea1t \u0111\u1ed9ng tr\u1ef1c tuy\u1ebfn, s\u1eed d\u1ee5ng blog, trang web m\u1ea1ng x\u00e3 h\u1ed9i, e-mail, nh\u00f3m th\u1ea3o lu\u1eadn, b\u1ea3ng c\u1ed9ng \u0111\u1ed3ng tr\u1ef1c tuy\u1ebfn, v.v., \u0111\u1ec3 k\u1ebft n\u1ed1i v\u1edbi r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi kh\u00e1c.<\/li>\n<\/ul>\n

                X\u00e1c \u0111\u1ecbnh nh\u1eefng ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng trong l\u0129nh v\u1ef1c th\u1ecb tr\u01b0\u1eddng c\u1ee7a b\u1ea1n, ph\u00e2n t\u00edch h\u00e0nh vi v\u00e0 \u0111i\u1ec1u ch\u1ec9nh m\u1ed9t ph\u1ea7n chi\u1ebfn d\u1ecbch k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a b\u1ea1n \u0111\u1ec3 nh\u1eafm m\u1ee5c ti\u00eau nh\u1eefng nh\u00f3m c\u00f3 \u1ea3nh h\u01b0\u1edfng c\u00f3 th\u1ec3 t\u1ea1o n\u00ean nh\u1eefng hi\u1ec7u qu\u1ea3 nhanh v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng h\u01a1n. t\u1ea5t nhi\u00ean, b\u1ea1n v\u1eabn nh\u1edb th\u1ecb tr\u01b0\u1eddng hay kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n l\u00e0 ai nh\u00e9.<\/p>\n

                —————————<\/p>\n

                (*) Ryan, D. (2014), Understanding strategies for engaging the digital generation, 3th Edition, Kogan Page Limited<\/p>","protected":false},"excerpt":{"rendered":"

                \u0110\u1ec3 c\u00f3 th\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p, vi\u1ec7c th\u1ea5u hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ed1 (digital consumer insight) l\u00e0 \u0111i\u1ec1u v\u00f4 c\u00f9ng quan tr\u1ecdng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p hay c\u00e1c c\u00e1 nh\u00e2n kinh doanh khi tham gia m\u00f4i tr\u01b0\u1eddng s\u1ed1, c\u1ee5 th\u1ec3 l\u00e0 m\u00f4i tr\u01b0\u1eddng Internet. (Xem ph\u1ea7n 1 T\u1ea1i \u0111\u00e2y). Tuy nhi\u00ean, […]<\/p>","protected":false},"author":4,"featured_media":4705,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,126],"tags":[656],"class_list":["post-4704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-chuyen-doi-so","tag-insights-khach-hang",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4704","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=4704"}],"version-history":[{"count":3,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4704\/revisions"}],"predecessor-version":[{"id":9297,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4704\/revisions\/9297"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/4705"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=4704"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=4704"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=4704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}