{"id":5927,"date":"2019-05-22T18:32:50","date_gmt":"2019-05-22T11:32:50","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=5927"},"modified":"2020-12-15T09:52:59","modified_gmt":"2020-12-15T02:52:59","slug":"su-khac-biet-giua-marketing-objectives-va-marketing-goals","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/su-khac-biet-giua-marketing-objectives-va-marketing-goals\/","title":{"rendered":"Marketing objectives l\u00e0 g\u00ec, s\u1ef1 kh\u00e1c bi\u1ec7t so v\u1edbi c\u00e1c lo\u1ea1i m\u1ee5c ti\u00eau marketing kh\u00e1c"},"content":{"rendered":"

C\u00e1c m\u1ee5c \u0111\u00edch “Goals” v\u00e0 m\u1ee5c ti\u00eau “Objectives” th\u01b0\u1eddng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh v\u00e0 s\u1eed d\u1ee5ng kh\u00e1c nhau trong c\u00e1c c\u00f4ng ty ho\u1eb7c b\u1ed9 ph\u1eadn kh\u00e1c nhau c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. V\u00e0 \u0111\u00f4i khi t\u1ea1i nhi\u1ec1u doanh nghi\u1ec7p \u0111\u1ecbnh ngh\u0129a gi\u1eefa 2 kh\u00e1i ni\u1ec7m c\u01a1 b\u1ea3n n\u00e0y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng l\u1eabn l\u1ed9n, \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn c\u00e1c v\u1ea5n \u0111\u1ec1 khi t\u1ea1o quy tr\u00ecnh \u0111\u1ec3 theo d\u00f5i v\u00e0 c\u1ea3i thi\u1ec7n hi\u1ec7u su\u1ea5t tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng Marketing.<\/p>\n

Trong b\u00e0i vi\u1ebft n\u00e0y DTM Consulting s\u1ebd cung c\u1ea5p m\u1ed9t b\u1ea3n t\u00f3m t\u1eaft ng\u1eafn v\u1ec1 s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa Marketing objectives v\u00e0 Marketing goals \u0111\u1ec3 gi\u00fap marketer hi\u1ec3u r\u00f5 r\u00e0ng h\u01a1n v\u1ec1 c\u00e1c thu\u1eadt ng\u1eef n\u00e0y. V\u00e0 c\u0169ng l\u00e0 n\u1ec1n t\u1ea3ng n\u1ebfu marketer mu\u1ed1n l\u00ean \u0111\u01b0\u1ee3c k\u1ebf ho\u1ea1ch marketing<\/a> (marketing plan).<\/p>\n

Trong Digital Marketing, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ecbnh ngh\u0129a c\u00e1c lo\u1ea1i \u0111o l\u01b0\u1eddng nh\u01b0 sau:<\/p>\n

Marketing goals<\/h2>\n

Marketing Goal l\u00e0 m\u1ee5c \u0111\u00edch marketing \u0111\u1ec3 \u0111\u1ecbnh h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c, cho th\u1ea5y doanh nghi\u1ec7p c\u00f3 th\u1ec3 h\u01b0\u1edfng l\u1ee3i nh\u01b0 th\u1ebf n\u00e0o t\u1eeb c\u00e1c k\u00eanh marketing.<\/p>\n

\u201cGoals\u201d m\u00f4 t\u1ea3 c\u00e1ch Marketing s\u1ebd \u0111\u00f3ng g\u00f3p cho doanh nghi\u1ec7p trong c\u00e1c l\u0129nh v\u1ef1c ch\u00ednh l\u00e0 t\u0103ng doanh s\u1ed1, ti\u1ebfp c\u1eadn v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng v\u00e0 ti\u1ebft ki\u1ec7m chi ph\u00ed,…. M\u1ed9t c\u00e1ch d\u1ec5 hi\u1ec3u h\u01a1n, goals l\u00e0 \u201cnh\u1eefng g\u00ec doanh nghi\u1ec7p hy v\u1ecdng \u0111\u1ea1t \u0111\u01b0\u1ee3c\u201d, m\u1ed9t c\u00e1ch chung chung.<\/p>\n

Marketing objectives<\/h2>\n

L\u00e0 m\u1ee5c ti\u00eau \u0111\u01b0\u1ee3c \u0111\u01b0a ra b\u1ea3o \u0111\u1ea3m theo nguy\u00ean t\u1eafc SMART<\/a> <\/strong>c\u1ee5 th\u1ec3 \u0111\u1ec3 \u0111\u01b0a ra \u0111\u1ecbnh h\u01b0\u1edbng r\u00f5 r\u00e0ng v\u00e0 nh\u1eefng m\u1ee5c ti\u00eau nh\u1eafm \u0111\u1ebfn kh\u00e1ch h\u00e0ng. M\u1ee5c ti\u00eau – \u201cObjectives\u201d l\u00e0 c\u00e1c m\u1ee5c ti\u00eau \u0111\u01b0\u1ee3c \u0111\u1ec1 ra b\u1ea3o \u0111\u1ea3m theo SMART cho m\u1ed9t k\u1ebf ho\u1ea1ch ho\u1eb7c m\u1ed9t chi\u1ebfn d\u1ecbch marketing, \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 theo d\u00f5i hi\u1ec7u su\u1ea5t v\u00e0 ho\u00e0n th\u00e0nh c\u00e1c m\u1ee5c ti\u00eau th\u00ec c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c “Goals”.<\/p>\n

M\u1ed9t c\u00e1ch d\u1ec5 hi\u1ec3u h\u01a1n, \u201cObjective\u201d l\u00e0 \u201cnh\u1eefng g\u00ec doanh nghi\u1ec7p \u0111ang c\u1ed1 g\u1eafng \u0111\u1ea1t \u0111\u01b0\u1ee3c\u201d \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng m\u1ed9t c\u00e1ch c\u1ee5 th\u1ec3, r\u00f5 r\u00e0ng, c\u00f3 th\u1eddi h\u1ea1n v\u00e0 c\u00f3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng (c\u00e1ch th\u1ee9c) l\u00e0m sao \u0111\u1ec3 ho\u00e0n th\u00e0nh c\u00e1c m\u1ee5c ti\u00eau \u0111\u00f3.
\nR\u1ea5t nhi\u1ec1u marketer nh\u1ea7m l\u1eabn “marketing goal” v\u00e0 “marketing objective”, m\u1ed9t c\u00e1ch d\u1ec5 hi\u1ec3u marketer c\u00f3 th\u1ec3 hi\u1ec7u theo v\u00ed d\u1ee5 d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n

Marketing Goal: m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng, t\u0103ng l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1edbi.<\/p>\n

Marketing Objective: t\u0103ng 20% l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1edbi trong 3 th\u00e1ng \u0111\u1ea7u n\u0103m<\/p>\n

Target<\/h2>\n

L\u00e0 m\u1ee5c ti\u00eau th\u1ec3 hi\u1ec7n k\u1ebft qu\u1ea3 hay m\u1ed9t m\u1ee9c \u0111\u1ed9 nh\u1ea5t \u0111\u1ecbnh m\u00e0 doanh nghi\u1ec7p h\u01b0\u1edbng \u0111\u1ebfn \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c KPIs th\u00f4ng qua m\u1ed9t con s\u1ed1 c\u1ee5 th\u1ec3.<\/p>\n

KPIs trong Marketing<\/h2>\n

Trong Digital Marketing, KPIs<\/a><\/strong> l\u00e0 nh\u1eefng ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng c\u1ee5 th\u1ec3, \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 theo d\u00f5i hi\u1ec7u su\u1ea5t, ki\u1ec3m tra chi\u1ebfn d\u1ecbch c\u00f3 \u0111ang \u0111i \u0111\u00fang h\u01b0\u1edbng v\u00e0 \u0111\u00e1p \u1ee9ng c\u00e1c m\u1ee5c ti\u00eau r\u00f5 r\u00e0ng.<\/p>\n

Metrics<\/h2>\n

L\u00e0 ch\u1ec9 s\u1ed1 t\u00e1c nghi\u1ec7p c\u1ee5 th\u1ec3 tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng (platform), cho th\u1ea5y hi\u1ec7u su\u1ea5t c\u1ee7a chi\u1ebfn d\u1ecbch. V\u00ed d\u1ee5 nh\u01b0 CPC, CPA, t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i,…<\/p>\n

B\u1ea1n c\u00f3 th\u1ec3 nh\u00ecn v\u00e0o m\u00f4 h\u00ecnh d\u01b0\u1edbi \u0111\u00e2y \u0111\u1ec3 h\u00ecnh dung d\u1ec5 d\u00e0ng h\u01a1n:<\/p>\n

\"Goals-vs-Objectives\"<\/p>\n

S\u1eed d\u1ee5ng c\u00e1c lo\u1ea1i m\u1ee5c ti\u00eau th\u1ebf n\u00e0o cho \u0111\u00fang<\/h2>\n

C\u00e1c lo\u1ea1i m\u1ee5c ti\u00eau trong marketing c\u00f3 m\u1ed1i quan h\u1ec7 ph\u1ee5 thu\u1ed9c v\u1edbi nhau, nh\u1eefng m\u1ee5c ti\u00eau c\u1ea5p cao h\u01a1n c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c b\u1eb1ng c\u00e1ch ho\u00e0n th\u00e0nh c\u00e1c m\u1ee5c ti\u00eau c\u1ea5p th\u1ea5p h\u01a1n theo tr\u00ecnh t\u1ef1 d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n

M\u1ee5c \u0111\u00edch > M\u1ee5c ti\u00eau > KPI > Metric<\/p>\n

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

Marketing goals v\u00e0 Marketing objectives<\/h3>\n

\u0110\u1ed1i v\u1edbi m\u1ed7i chi\u1ebfn d\u1ecbch marketing, m\u1ee5c \u0111\u00edch marketing c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh \u0111\u1ea7u ti\u00ean, \u0111\u1ea3m b\u1ea3o k\u1ebf ho\u1ea1ch lu\u00f4n tu\u00e2n th\u1ee7 \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c \u0111\u00edch n\u00e0y. T\u1eeb m\u1ee5c \u0111\u00edch marketing, c\u1ea7n x\u00e1c \u0111\u1ecbnh c\u00e1c m\u1ee5c ti\u00eau c\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u00e0 g\u00ec, trong \u0111\u00f3 vi\u1ec7c \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ed7i m\u1ee5c ti\u00eau kh\u00e1c nhau s\u1ebd g\u00f3p ph\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c \u0111\u00edch marketing.<\/p>\n

V\u00ed d\u1ee5: m\u1ee5c \u0111\u00edch marketing l\u00e0 t\u0103ng \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u. Theo \u0111\u00f3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u00f3 th\u1ec3 l\u00e0 qu\u1ea3ng c\u00e1o, gi\u1ea3m gi\u00e1,… v\u1edbi m\u1ee5c ti\u00eau ti\u1ebfp c\u1eadn \u0111\u1ebfn nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1ea5t c\u00f3 th\u1ec3 thay v\u00ec c\u00f3 \u0111\u01b0\u1ee3c nhi\u1ec1u doanh s\u1ed1 hay l\u1ee3i nhu\u1eadn l\u1edbn. V\u00ed d\u1ee5 n\u00e0y ch\u1ec9 mang t\u00ednh ch\u1ea5t minh h\u1ecda, trong th\u1ef1c t\u1ebf nh\u1eefng m\u1ee5c \u0111\u00edch v\u00e0 m\u1ee5c ti\u00eau chi ti\u1ebft h\u01a1n, nhi\u1ec1u m\u1ee5c ti\u00eau s\u1ebd \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh v\u00e0 ph\u1ed1i h\u1ee3p v\u1edbi nhau \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c \u0111\u00edch.<\/p>\n

T\u1ea5t c\u1ea3 ho\u1ea1t \u0111\u1ed9ng, k\u1ec3 c\u1ea3 vi\u1ec7c x\u00e1c \u0111\u1ecbnh m\u1ee5c \u0111\u00edch, m\u1ee5c ti\u00eau c\u1ea7n tu\u00e2n theo quy tr\u00ecnh marketing.<\/a><\/p>\n

Marketing objectives v\u00e0 KPIs<\/h3>\n

KPI l\u00e0 nh\u1eefng ch\u1ec9 s\u1ed1, nh\u1eefng m\u1ed1c \u0111o l\u01b0\u1eddng c\u1ee5 th\u1ec3 m\u00e0 chi\u1ebfn d\u1ecbch marketing c\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c. Nh\u1eefng KPI \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh d\u1ef1a tr\u00ean m\u1ee5c ti\u00eau, v\u1eady n\u00ean theo \u0111\u00f3 vi\u1ec7c \u0111\u1ea1t \u0111\u01b0\u1ee3c KPI c\u0169ng s\u1ebd g\u00f3p ph\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau marketing \u0111\u00e3 \u0111\u1eb7t ra.<\/p>\n

V\u00ed d\u1ee5: M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang c\u1ea7n \u0111\u1ea9y h\u1ebft s\u1ea3n ph\u1ea9m b\u1ed9 s\u01b0u t\u1eadp A tr\u01b0\u1edbc khi n\u00f3 l\u1ed7i m\u1ed1t. B\u1ecf qua c\u00e1c k\u00eanh marketing, b\u00e1n h\u00e0ng kh\u00e1c, ch\u1ec9 t\u1eadp trung v\u00e0o m\u1ed9t ho\u1ea1t \u0111\u1ed9ng duy nh\u1ea5t l\u00e0 qu\u1ea3ng c\u00e1o Facebook \u0111\u1ec3 xem x\u00e9t KPI. KPI t\u1ea1i \u0111\u00e2y c\u00f3 th\u1ec3 l\u00e0 l\u01b0\u1ee3t ti\u1ebfp c\u1eadn qu\u1ea3ng c\u00e1o l\u00e0 5.000.000 l\u01b0\u1ee3t, c\u00f3 500.000 t\u01b0\u01a1ng t\u00e1c,… Nh\u1eefng ch\u1ec9 s\u1ed1 n\u00e0y \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh nh\u1edd v\u00e0o nh\u1eefng d\u1eef li\u1ec7u qu\u1ea3ng c\u00e1o t\u1eeb qu\u00e1 kh\u1ee9 c\u1ee7a c\u00f4ng ty ho\u1eb7c c\u00f3 th\u1ec3 tham kh\u1ea3o t\u1eeb nh\u1eefng marketer kh\u00e1c.<\/p>\n

Hy v\u1ecdng b\u00e0i vi\u1ebft n\u00e0y h\u1eefu \u00edch v\u1edbi b\u1ea1n!<\/p>\n

Tham kh\u1ea3o: Dave Chaffey & Bernard Marr<\/em><\/p>","protected":false},"excerpt":{"rendered":"

C\u00e1c m\u1ee5c \u0111\u00edch “Goals” v\u00e0 m\u1ee5c ti\u00eau “Objectives” th\u01b0\u1eddng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh v\u00e0 s\u1eed d\u1ee5ng kh\u00e1c nhau trong c\u00e1c c\u00f4ng ty ho\u1eb7c b\u1ed9 ph\u1eadn kh\u00e1c nhau c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. V\u00e0 \u0111\u00f4i khi t\u1ea1i nhi\u1ec1u doanh nghi\u1ec7p \u0111\u1ecbnh ngh\u0129a gi\u1eefa 2 kh\u00e1i ni\u1ec7m c\u01a1 b\u1ea3n n\u00e0y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng l\u1eabn l\u1ed9n, \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 […]<\/p>","protected":false},"author":4,"featured_media":8781,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[653,655],"class_list":["post-5927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-ke-hoach-marketing","tag-marketing-skill",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5927","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=5927"}],"version-history":[{"count":14,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5927\/revisions"}],"predecessor-version":[{"id":12447,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5927\/revisions\/12447"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/8781"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=5927"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=5927"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=5927"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}