{"id":6695,"date":"2019-07-09T17:46:41","date_gmt":"2019-07-09T10:46:41","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=6695"},"modified":"2019-12-16T17:05:37","modified_gmt":"2019-12-16T10:05:37","slug":"mo-hinh-phat-trien-cua-hanh-vi-nguoi-tieu-dung-trong-thoi-dai-ky-thuat-so","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/mo-hinh-phat-trien-cua-hanh-vi-nguoi-tieu-dung-trong-thoi-dai-ky-thuat-so\/","title":{"rendered":"M\u00f4 h\u00ecnh ph\u00e1t tri\u1ec3n c\u1ee7a h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1"},"content":{"rendered":"

3 s\u1ef1 thay \u0111\u1ed5i l\u1edbn trong m\u00f4 h\u00ecnh marketing trong th\u1ebf k\u1ef7 21 v\u00e0 n\u01a1i c\u00e1c marketer s\u1ebd \u0111\u1ebfn ti\u1ebfp theo<\/p>\n

Marketer lu\u00f4n \u0111\u00e1nh gi\u00e1 qu\u00e1 cao s\u1ef1 thay \u0111\u1ed5i s\u1ebd x\u1ea3y ra trong hai n\u0103m t\u1edbi v\u00e0 \u0111\u00e1nh gi\u00e1 th\u1ea5p s\u1ef1 thay \u0111\u1ed5i s\u1ebd x\u1ea3y ra trong m\u01b0\u1eddi n\u0103m t\u1edbi.<\/em><\/p>\n

M\u1ed9t trong nh\u1eefng v\u00ed d\u1ee5 t\u1ed1t nh\u1ea5t v\u1ec1 c\u00e1ch ch\u00fang ta v\u1eeba \u0111\u00e1nh gi\u00e1 qu\u00e1 cao v\u00e0 \u0111\u00e1nh gi\u00e1 th\u1ea5p nh\u1eefng thay \u0111\u1ed5i trong t\u01b0\u01a1ng lai l\u00e0 s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong su\u1ed1t th\u1eadp k\u1ef7 n\u00e0y.<\/p>\n

H\u00e3y d\u00e0nh m\u1ed9t ph\u00fat v\u00e0 t\u01b0\u1edfng t\u01b0\u1ee3ng th\u1ebf gi\u1edbi ch\u00fang ta \u0111\u00e3 \u1edf trong 10 n\u0103m tr\u01b0\u1edbc. Facebook v\u1eabn \u0111ang c\u1ea1nh tranh v\u1edbi MySpace v\u1ec1 l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp, Amazon ch\u1ee7 y\u1ebfu \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u1edbi vi\u1ec7c b\u00e1n s\u00e1ch v\u00e0 iPhone m\u1edbi \u0111\u01b0\u1ee3c ph\u00e1t h\u00e0nh.<\/p>\n

Quay tr\u1edf l\u1ea1i nh\u1eefng ng\u00e0y \u0111\u00f3, c\u00e1ch ch\u00fang ta mua s\u1eafm c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c bi\u1ec7t r\u1ea5t nhi\u1ec1u so v\u1edbi c\u00e1ch ch\u00fang ta mua s\u1eafm ng\u00e0y nay.\u00a0H\u1ea7u h\u1ebft ch\u00fang ta v\u1eabn tin t\u01b0\u1edfng c\u00e1c c\u1eeda h\u00e0ng offline, ch\u00fang ta kh\u00f4ng c\u00f3 d\u1ecbch v\u1ee5 so s\u00e1nh gi\u00e1 v\u00e0 ch\u1edd nh\u1eefng l\u1ea7n gi\u1ea3m gi\u00e1 l\u1edbn trong n\u0103m<\/p>\n

L\u00e0m th\u1ebf n\u00e0o ch\u00fang ta \u0111i t\u1eeb th\u1ebf gi\u1edbi mua s\u1eafm nguy\u00ean th\u1ee7y \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u00fang ta c\u00f3 ng\u00e0y nay trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1?\u00a0Quan tr\u1ecdng h\u01a1n, ch\u00fang ta s\u1ebd \u0111i \u0111\u00e2u?<\/strong><\/p>\n

H\u00f4m nay, ch\u00fang ta s\u1ebd xem qua ba s\u1ef1 thay \u0111\u1ed5i m\u00f4 h\u00ecnh ch\u00ednh trong th\u1ebf gi\u1edbi marketing trong 10 n\u0103m qua do s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a c\u00e1c c\u00f4ng ngh\u1ec7 v\u00e0 n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt s\u1ed1 nh\u01b0 Facebook, Amazon v\u00e0 smartphone.<\/strong><\/p>\n

C\u1ee5 th\u1ec3 ch\u1ec9 trong 10 n\u0103m, ch\u00fang ta \u0111\u00e3 \u0111i t\u1eeb m\u1ed9t m\u00f4 h\u00ecnh t\u1eadp trung v\u00e0o b\u00e1n l\u1ebb (th\u1eddi \u0111i\u1ec3m \u0111\u1ea7u ti\u00ean c\u1ee7a s\u1ef1 th\u1ef1c), \u0111\u1ebfn m\u00f4 h\u00ecnh h\u00e0nh vi kh\u00e1ch h\u00e0ng, t\u1eadp trung v\u00e0o k\u1ef9 thu\u1eadt s\u1ed1 (th\u00fac \u0111\u1ea9y kh\u00e1ch h\u00e0ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh).<\/p>\n

Nh\u01b0ng m\u1ee5c ti\u00eau c\u1ee7a b\u00e0i vi\u1ebft n\u00e0y kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 kh\u00e1m ph\u00e1 l\u1ecbch s\u1eed c\u1ee7a ti\u1ebfn tr\u00ecnh marketing marketing.\u00a0\u0110\u00f3 c\u0169ng l\u00e0 \u0111\u1ec3 d\u1ef1 \u0111o\u00e1n t\u01b0\u01a1ng lai c\u1ee7a h\u00e0nh vi marketing v\u00e0 ti\u00eau d\u00f9ng.\u00a0D\u1ef1a tr\u00ean ba s\u1ef1 thay \u0111\u1ed5i m\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng ch\u00fang ta s\u1ebd c\u00f3 \u0111\u1ecbnh h\u00ecnh m\u1ed9t c\u00e1i nh\u00ecn t\u1ed5ng quan trong th\u1eadp k\u1ef7 t\u1edbi \u0111\u1ec3 xem l\u00e0m th\u1ebf n\u00e0o ch\u00fang ta, v\u1edbi t\u01b0 c\u00e1ch l\u00e0 ch\u1ee7 doanh nghi\u1ec7p, c\u00f3 th\u1ec3 th\u00edch nghi v\u1edbi th\u1ebf gi\u1edbi m\u1edbi v\u00e0 lu\u00f4n thay \u0111\u1ed5i n\u00e0y.<\/p>\n

M\u00f4 h\u00ecnh 1: Kho\u1ea3nh kh\u1eafc \u0111\u1ea7u ti\u00ean c\u1ee7a s\u1ef1 th\u1ef1c (First Moment of\u00a0Truth)<\/h1>\n

H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng b\u1ea1n l\u00e0 m\u1ed9t kh\u00e1ch h\u00e0ng mua s\u1eafm v\u00e0o n\u0103m 2005. B\u1ea1n ch\u1ec9 c\u1ea7n b\u01b0\u1edbc v\u00e0o m\u1ed9t c\u1eeda h\u00e0ng t\u1ea1p h\u00f3a \u0111\u1ec3 mua m\u1ed9t chai d\u1ea7u g\u1ed9i \u0111\u1ea7u.<\/p>\n

\"CO-OP-7A-Medium\"<\/a><\/p>\n

B\u1ea1n nh\u00ecn xu\u1ed1ng l\u1ed1i \u0111i v\u00e0 th\u1ea5y h\u01a1n 10 lo\u1ea1i d\u1ea7u g\u1ed9i thu\u1ed9c c\u00e1c nh\u00e3n hi\u1ec7u v\u00e0 lo\u1ea1i kh\u00e1c nhau, v\u00e0 b\u1ea1n c\u1ea7n \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh n\u00ean mua lo\u1ea1i n\u00e0o.<\/p>\n

B\u1ea1n c\u00f3 th\u1ec3 xem x\u00e9t m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh n\u00e0y – thi\u1ebft k\u1ebf c\u1ee7a nh\u00e3n, v\u1ecb tr\u00ed c\u1ee7a d\u1ea7u g\u1ed9i \u0111\u00f3 tr\u00ean k\u1ec7 v\u00e0 gi\u1ea3i th\u00edch chi ti\u1ebft v\u1ec1 nh\u00e3n.<\/p>\n

Qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh m\u00e0 b\u1ea1n \u0111ang tr\u1ea3i qua ngay b\u00e2y gi\u1edd l\u00e0 \u0111i\u1ec1u m\u00e0 c\u00e1c nh\u00e0 marketing t\u1ea1i P&G g\u1ecdi l\u00e0 First Moment of Truth (FMOT): Khi kh\u00e1ch h\u00e0ng l\u1ea7n \u0111\u1ea7u ti\u00ean \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ea3n ph\u1ea9m, di\u1ec5n ra ngo\u1ea1i tuy\u1ebfn ho\u1eb7c tr\u1ef1c tuy\u1ebfn.\u00a0 Ch\u1ec9 trong v\u00f2ng 3 – 7 gi\u00e2y \u0111\u1ea7u ti\u00ean khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eaft g\u1eb7p s\u1ea3n ph\u1ea9m v\u00e0 ch\u00ednh trong th\u1eddi gian n\u00e0y, c\u00e1c marketer c\u00f3 kh\u1ea3 n\u0103ng thu h\u00fat v\u00e0 t\u1ea1o \u1ea3nh h\u01b0\u1edfng l\u00e0m kh\u00e1ch h\u00e0ng ra quy\u1ebft \u0111\u1ecbnh mua.<\/p>\n

\u0110\u01b0\u1ee3c t\u1ea1o ra v\u00e0o n\u0103m 2005, m\u00f4 h\u00ecnh First Moment of Truth l\u00e0 m\u1ed9t trong nh\u1eefng m\u00f4 h\u00ecnh marketing n\u1ed5i ti\u1ebfng nh\u1ea5t v\u00ec n\u00f3 n\u1eafm b\u1eaft ch\u00ednh x\u00e1c qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng khi mua s\u1ea3n ph\u1ea9m (Kho\u1ea3nh kh\u1eafc \u0111\u1ea7u ti\u00ean), tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m (Kho\u1ea3nh kh\u1eafc th\u1ee9 hai) v\u00e0 cu\u1ed1i c\u00f9ng tr\u1edf th\u00e0nh Trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Nh\u01b0 c\u00e2u chuy\u1ec7n v\u1ec1 d\u1ea7u g\u1ed9i k\u1ec3 tr\u00ean, m\u00f4 h\u00ecnh ban \u0111\u1ea7u c\u1ee7a First Moment of\u00a0Truth kh\u00f4ng k\u1ebft h\u1ee3p c\u00e1c c\u00f4ng ngh\u1ec7 k\u1ef9 thu\u1eadt s\u1ed1 ho\u1eb7c internet v\u00e0o h\u00e0nh vi mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng.<\/strong><\/p>\n

\u0110\u1ed1i v\u1edbi m\u1ee5c \u0111\u00edch c\u1ee7a b\u00e0i vi\u1ebft n\u00e0y, n\u00f3 ph\u1ee5c v\u1ee5 nh\u01b0 l\u00e0 m\u1ed9t \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u.<\/p>\n

B\u00e2y gi\u1edd h\u00e3y th\u00eam y\u1ebfu t\u1ed1 c\u00f4ng ngh\u1ec7 k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0o h\u00e0nh tr\u00ecnh mua c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

>>> Xem th\u00eam: L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 Gen Y tin v\u00e0o truy\u1ec1n th\u00f4ng h\u01a1n?<\/a><\/p>\n

M\u00f4 h\u00ecnh 2: Kh\u00f4ng c\u00f3 kho\u1ea3nh kh\u1eafc c\u1ee7a s\u1ef1 th\u1ef1c (Zero Moment of Truth)<\/h1>\n

Ch\u00fang ta h\u00e3y quay tr\u1edf l\u1ea1i c\u00e2u chuy\u1ec7n d\u1ea7u g\u1ed9i m\u1ed9t l\u1ea7n n\u1eefa, nh\u01b0ng v\u00e0o n\u0103m 2011.<\/p>\n

Gi\u1edd \u0111\u00e2y, v\u1edbi t\u01b0 c\u00e1ch l\u00e0 m\u1ed9t kh\u00e1ch h\u00e0ng, b\u1ea1n c\u00f3 \u0111\u1ee7 quy\u1ec1n truy c\u1eadp v\u00e0o \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u00e0 internet \u0111\u1ec3 v\u01b0\u1ee3t ra ngo\u00e0i gi\u00e1 khi \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m.<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, b\u1ea1n c\u00f3 th\u1ec3 kh\u00f4ng c\u00f3 m\u1eb7t \u1edf c\u1eeda h\u00e0ng th\u1ef1c t\u1ebf v\u00ec c\u00e1c c\u1eeda h\u00e0ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed<\/span> nh\u01b0 Amazon v\u00e0 Walmart.com c\u0169ng \u0111\u00e3 tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn h\u01a1n \u0111\u00e1ng k\u1ec3, \u0111\u00f3ng vai tr\u00f2 l\u00e0 l\u1ef1a ch\u1ecdn thay th\u1ebf kh\u1ea3 thi cho c\u1eeda h\u00e0ng b\u00e1n l\u1ebb th\u1ef1c t\u1ebf.<\/p>\n

Do \u0111\u00f3, khi b\u1ea1n c\u1ea7n m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3 nh\u01b0 d\u1ea7u g\u1ed9i \u0111\u1ea7u, b\u1ea1n kh\u00f4ng th\u1ec3 tr\u1ef1c ti\u1ebfp \u0111\u1ebfn c\u1eeda h\u00e0ng \u0111\u1ec3 mua, m\u00e0 l\u00e0 l\u00ean m\u1ea1ng \u0111\u1ec3 t\u00ecm ki\u1ebfm th\u1ee9 g\u00ec \u0111\u00f3 gi\u1ed1ng nh\u01b0 d\u1ea7u g\u1ed9i t\u1ed1t nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi – v\u00e0 \u0111\u00f3 l\u00e0 Zero Moment of Truth.<\/p>\n

\u0110\u01b0\u1ee3c Google t\u1ea1o ra v\u00e0o n\u0103m 2011 ( Xem\u00a0to\u00e0n b\u1ed9 ebook <\/a><\/span>), Zero Moment of Truth (ZMOT) m\u00f4 t\u1ea3 c\u00e1ch c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 nh\u01b0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i v\u00e0 t\u00ecm ki\u1ebfm \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh tr\u00ecnh quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

T\u1ea7m quan tr\u1ecdng c\u1ee7a ZMOT l\u00e0 c\u00f3 l\u1ebd \u0111\u00e2y l\u00e0 m\u00f4 h\u00ecnh marketing \u0111\u1ea7u ti\u00ean nh\u1ea5n m\u1ea1nh t\u1ea7m quan tr\u1ecdng c\u1ee7a c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 nh\u01b0 l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng trong h\u00e0nh tr\u00ecnh quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng.\u00a0\u0110i\u1ec1u n\u00e0y khuy\u1ebfn kh\u00edch c\u00e1c c\u00f4ng ty b\u1eaft \u0111\u1ea7u xem x\u00e9t c\u00e1c t\u1eeb th\u00f4ng d\u1ee5ng tr\u00ean m\u1ea1ng nh\u01b0 SEO v\u00e0 SEM (marketing theo c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm).<\/p>\n

Trong khi ZMOT b\u00e1o hi\u1ec7u m\u1ed9t b\u01b0\u1edbc ngo\u1eb7t c\u1ee7a th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1 trong marketing, m\u1ed9t m\u00f4 h\u00ecnh m\u1edbi \u0111\u01b0\u1ee3c McKinsey ph\u1ed5 bi\u1ebfn v\u00e0o n\u0103m 2009 \u0111\u00e3 mang \u0111\u1ebfn cho c\u00e1c nh\u00e0 marketing m\u1ed9t c\u00e1ch th\u1ee9c c\u1eadp nh\u1eadt h\u01a1n \u0111\u1ec3 ngh\u0129 v\u1ec1 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng m\u1edbi, l\u1eb7p \u0111i l\u1eb7p l\u1ea1i \u0111\u01b0\u1ee3c t\u1ea1o ra b\u1edfi c\u00e1c c\u00f4ng ngh\u1ec7 m\u1edbi.<\/p>\n

Theo t\u01b0 duy marketing truy\u1ec1n th\u1ed1ng, kh\u00e1ch h\u00e0ng c\u01b0 x\u1eed trong m\u1ed9t k\u00eanh.\u00a0H\u1ecd b\u1eaft \u0111\u1ea7u b\u1eb1ng c\u00e1ch nh\u1eadn th\u1ee9c v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u.\u00a0Sau \u0111\u00f3, cu\u1ed1i c\u00f9ng h\u1ecd tr\u1ea3i qua m\u1ed9t s\u1ed1 b\u01b0\u1edbc \u0111\u1ec3 mua m\u1ed9t s\u1ea3n ph\u1ea9m v\u00e0 tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/p>\n

<\/p>\n

H\u00ecnh \u1ea3nh qua McKinsey.<\/p>\n

Trong m\u1ed7i giai \u0111o\u1ea1n, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 r\u1eddi b\u1ecf k\u00eanh. C\u00f4ng vi\u1ec7c c\u1ee7a nh\u00e0 marketer l\u00e0 ng\u0103n ch\u1eb7n nh\u1eefng l\u1ea7n r\u1eddi b\u1ecf n\u00e0y b\u1eb1ng c\u00e1ch t\u1ed1i \u01b0u h\u00f3a th\u00f4ng \u0111i\u1ec7p c\u1ee7a h\u1ecd trong t\u1eebng b\u01b0\u1edbc c\u1ee7a k\u00eanh.<\/p>\n

Tuy nhi\u00ean, v\u1edbi m\u1ed9t l\u01b0\u1ee3ng l\u1edbn quy\u1ec1n quy\u1ebft \u0111\u1ecbnh v\u00e0 th\u00f4ng tin \u0111\u01b0\u1ee3c m\u1edf ra b\u1edfi \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u00e0 internet, kh\u00e1ch h\u00e0ng kh\u00f4ng c\u00f2n t\u01b0\u01a1ng t\u00e1c v\u1edbi c\u00e1c c\u00f4ng ty theo c\u00e1ch tuy\u1ebfn t\u00ednh nh\u01b0 tr\u01b0\u1edbc n\u1eefa.<\/p>\n

Thay v\u00e0o \u0111\u00f3, qu\u00e1 tr\u00ecnh quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng hi\u1ec7n \u0111\u1ea1i l\u1eb7p \u0111i l\u1eb7p l\u1ea1i nhi\u1ec1u h\u01a1n.\u00a0Kh\u00e1ch h\u00e0ng ng\u00e0y nay chuy\u1ec3n ti\u1ebfp gi\u1eefa c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau c\u1ee7a k\u00eanh gi\u1eefa nhi\u1ec1u c\u00f4ng ty, nh\u1edd v\u00e0o s\u1ee9c m\u1ea1nh \u0111\u01b0\u1ee3c c\u1ea5p b\u1edfi internet.\u00a0H\u00e0nh tr\u00ecnh quy\u1ebft \u0111\u1ecbnh c\u1ee7a h\u1ecd tr\u00f4ng g\u1ea7n gi\u1ed1ng nh\u01b0 th\u1ebf n\u00e0y:<\/p>\n

T\u1eeb k\u00edch ho\u1ea1t, \u0111\u1ebfn thi\u1ebft l\u1eadp xem x\u00e9t ban \u0111\u1ea7u, cho \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng t\u00edch c\u1ef1c, \u0111\u1ebfn th\u1eddi \u0111i\u1ec3m mua h\u00e0ng.\u00a0Sau \u0111\u00f3, ch\u00fang ta l\u00e0m l\u1ea1i t\u1ea5t c\u1ea3 trong tr\u1ea3i nghi\u1ec7m sau khi mua v\u00e0 v\u00f2ng l\u1eb7p trung th\u00e0nh.<\/p>\n

<\/p>\n

\u00a0H\u00ecnh \u1ea3nh qua McKinsey.<\/p>\n

T\u1ea7m quan tr\u1ecdng c\u1ee7a m\u00f4 h\u00ecnh McKinsey m\u1edbi n\u00e0y l\u00e0 n\u00f3 kh\u00f4ng c\u00f2n xem h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 s\u1ef1 t\u01b0\u01a1ng t\u00e1c c\u1ee7a h\u1ecd v\u1edbi m\u1ed9t c\u00f4ng ty ri\u00eang l\u1ebb.<\/p>\n

Thay v\u00e0o \u0111\u00f3, n\u00f3 \u0111\u01b0a ra m\u1ed9t chu\u1ed7i s\u1ef1 c\u00e2n nh\u1eafc: m\u1ed9t gi\u1ecf s\u1ea3n ph\u1ea9m m\u00e0 kh\u00e1ch h\u00e0ng \u0111ang xem x\u00e9t c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a h\u1ecd.<\/p>\n

M\u00f4 h\u00ecnh c\u00e2n nh\u1eafc n\u00e0y \u0111\u00e3 cho th\u1ea5y c\u00e1c c\u00f4ng ty t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c cung c\u1ea5p cho kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd \u0111\u1ee7 th\u00f4ng tin \u0111\u1ec3 h\u1ecd \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng.<\/p>\n

M\u00f4 h\u00ecnh n\u00e0y, k\u1ebft h\u1ee3p v\u1edbi ZMOT, l\u00e0 m\u00f4 h\u00ecnh marketing ph\u1ed5 bi\u1ebfn nh\u1ea5t trong th\u1eadp k\u1ef7 g\u1ea7n \u0111\u00e2y.\u00a0N\u00f3 \u0111\u00e3 \u0111\u01b0\u1ee3c lan truy\u1ec1n r\u1ed9ng r\u00e3i b\u1edfi v\u00f4 s\u1ed1 c\u00e1c kh\u00f3a h\u1ecdc tr\u1ef1c tuy\u1ebfn v\u00e0 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi c\u00e1c doanh nghi\u1ec7p t\u1eeb c\u00e1c c\u00f4ng ty Fortune 500 \u0111\u1ebfn c\u00e1c c\u1eeda h\u00e0ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed nh\u1ecf.<\/p>\n

Tuy nhi\u00ean, ngay c\u1ea3 hai m\u00f4 h\u00ecnh n\u00e0y \u0111ang b\u1ecb th\u00e1ch th\u1ee9c b\u1edfi kh\u1ea3 n\u0103ng t\u0103ng t\u1ed1c k\u1ef9 thu\u1eadt s\u1ed1.<\/p>\n

>>> Xem th\u00eam: Kh\u00e1m ph\u00e1 th\u00e1i \u0111\u1ed9 v\u00e0 \u0111\u1ed9ng c\u01a1 th\u00fac \u0111\u1ea9y c\u1ee7a c\u00e1c Mobile gamers khu v\u1ef1c Ch\u00e2u \u00c1 Th\u00e1i B\u00ecnh D\u01b0\u01a1ng<\/a><\/p>\n

M\u00f4 h\u00ecnh 3: Th\u00fac \u0111\u1ea9y h\u00e0nh tr\u00ecnh trung th\u00e0nh (The Accelerated Loyalty Journey)<\/h1>\n

M\u1ed9t trong nh\u1eefng v\u1ea5n \u0111\u1ec1 l\u1edbn nh\u1ea5t c\u1ee7a hai m\u00f4 h\u00ecnh tr\u01b0\u1edbc \u0111\u00f3 l\u00e0 ch\u00fang qu\u00e1 ch\u1eadm.<\/p>\n

Ng\u00e0y nay, kh\u00e1ch h\u00e0ng b\u1ecb spam v\u1edbi h\u00e0ng ng\u00e0n th\u00f4ng tin m\u1ed7i ng\u00e0y qua internet v\u00e0 kho\u1ea3ng th\u1eddi gian ch\u00fa \u00fd c\u1ee7a h\u1ecd \u0111\u00e3\u00a0 gi\u1ea3m \u0111i nhanh ch\u00f3ng.<\/p>\n

\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a g\u00ec v\u1edbi c\u00e1c nh\u00e0 marketing l\u00e0 chu k\u1ef3 \u0111\u00e1nh gi\u00e1 c\u1ee7a kh\u00e1ch h\u00e0ng b\u1ecb kh\u1ee7ng ho\u1ea3ng \u0111\u00e1ng k\u1ec3 t\u1eeb giai \u0111o\u1ea1n nhi\u1ec1u ng\u00e0y ho\u1eb7c v\u00e0i gi\u1edd \u0111\u1ebfn v\u00e0i ph\u00fat ho\u1eb7c v\u00e0i gi\u00e2y.\u00a0N\u1ebfu s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n kh\u00f4ng thuy\u1ebft ph\u1ee5c \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng mua ngay b\u00e2y gi\u1edd, b\u1ea1n \u0111\u00e3 m\u1ea5t s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u00f3 m\u00e3i m\u00e3i v\u00e0 h\u1ecd c\u00f3 th\u1ec3 s\u1ebd kh\u00f4ng quay l\u1ea1i cho d\u00f9 b\u1ea1n c\u00f3 g\u1eedi th\u00f4ng \u0111i\u1ec7p \u0111\u1ebfn \u00a0h\u1ecd b\u1eb1ng bao nhi\u00eau qu\u1ea3ng c\u00e1o.<\/p>\n

Th\u1ef1c t\u1ebf \u0111\u01a1n gi\u1ea3n n\u00e0y \u0111\u00e3 khi\u1ebfn McKinsey c\u1eadp nh\u1eadt h\u00e0nh tr\u00ecnh quy\u1ebft \u0111\u1ecbnh kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd l\u00ean m\u1ed9t m\u00f4 h\u00ecnh c\u1eadp nh\u1eadt, \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n

T\u1eeb h\u00e0nh tr\u00ecnh quy\u1ebft \u0111\u1ecbnh kh\u00e1ch h\u00e0ng c\u1ed5 \u0111i\u1ec3n \u0111\u1ebfn h\u00e0nh tr\u00ecnh trung th\u00e0nh m\u1edbi t\u0103ng t\u1ed1c.<\/p>\n

<\/a><\/p>\n

H\u00ecnh \u1ea3nh qua McKinsey.<\/p>\n

T\u1ea7m quan tr\u1ecdng c\u1ee7a h\u00e0nh tr\u00ecnh trung th\u00e0nh \u0111\u01b0\u1ee3c t\u0103ng t\u1ed1c m\u1edbi n\u00e0y c\u1ee7a Google cho r\u1eb1ng kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o vi\u1ec7c cung c\u1ea5p th\u00f4ng tin \u0111\u1ec3 gi\u00fap kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty m\u00e0 c\u00f2n nh\u1ea5n m\u1ea1nh t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c cung c\u1ea5p th\u00f4ng tin \u0111\u00f3 trong kho\u1ea3ng th\u1eddi gian ng\u1eafn nh\u1ea5t cho c\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c nh\u1eafm m\u1ee5c ti\u00eau nh\u1ea5t.\u00a0\u0110i\u1ec1u n\u00e0y cho ph\u00e9p c\u00e1c nh\u00e0 marketing c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng kh\u00e1ch h\u00e0ng h\u00e0nh \u0111\u1ed9ng ngay l\u1eadp t\u1ee9c v\u00e0 chuy\u1ec3n \u0111\u1ed5i.<\/p>\n

N\u00f3i c\u00e1ch kh\u00e1c, c\u00f3 th\u00f4ng tin l\u00e0 kh\u00f4ng \u0111\u1ee7.\u00a0B\u1ea1n c\u1ea7n \u0111\u1ea9y m\u1ea1nh th\u00f4ng tin \u0111\u00f3 tr\u01b0\u1edbc m\u1eb7t kh\u00e1ch h\u00e0ng v\u00e0o \u0111\u00fang th\u1eddi \u0111i\u1ec3m nhu c\u1ea7u c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c t\u1ea1o ra.<\/strong><\/p>\n

\u0110\u01b0\u1ee3c k\u00edch ho\u1ea1t b\u1edfi c\u00e1c c\u00f4ng ngh\u1ec7 ti\u00ean ti\u1ebfn nh\u01b0 h\u1ecdc m\u00e1y v\u00e0 tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o, ng\u00e0y c\u00e0ng c\u00f3 nhi\u1ec1u c\u00f4ng ty b\u1eaft \u0111\u1ea7u th\u1ef1c hi\u1ec7n lo\u1ea1i nh\u1eafm m\u1ee5c ti\u00eau si\u00eau t\u1ed1c \u0111\u1ed9 n\u00e0y \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee7a h\u1ecd.\u00a0\u0110i\u1ec1u n\u00e0y \u0111\u00e1nh d\u1ea5u m\u1ed9t th\u1eddi \u0111\u1ea1i m\u1edbi c\u1ee7a t\u1ef1 \u0111\u1ed9ng h\u00f3a marketing v\u00e0 t\u0103ng t\u1ed1c.<\/p>\n

>>> Xem th\u00eam: 19 th\u00f4ng tin quan tr\u1ecdng \u0111\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/a><\/p>\n

Ch\u00fang ta \u0111ang \u0111i \u0111\u00e2u v\u1eady?<\/strong><\/h1>\n

B\u00e2y gi\u1edd ch\u00fang ta \u0111\u00e3 ki\u1ec3m tra ba thay \u0111\u1ed5i trong m\u00f4 h\u00ecnh marketing trong 10 n\u0103m qua, \u0111\u00e3 \u0111\u1ebfn l\u00fac n\u00f3i v\u1ec1 n\u01a1i ch\u00fang ta s\u1ebd ti\u1ebfp theo v\u00e0 nh\u1eefng g\u00ec ch\u00fang ta c\u00f3 th\u1ec3 l\u00e0m khi c\u00e1c nh\u00e0 marketing hi\u1ec7n \u0111\u1ea1i \u0111i tr\u01b0\u1edbc c\u00e1c xu h\u01b0\u1edbng n\u00e0y.<\/p>\n

Trong khi nh\u1eefng thay \u0111\u1ed5i trong marketing c\u00f3 v\u1ebb r\u1ea5t kh\u00e1c nhau, ch\u1ee7 \u0111\u1ec1 c\u01a1 b\u1ea3n l\u00e0 nh\u01b0 nhau:\u00a0kh\u00e1ch h\u00e0ng \u0111ang tr\u1edf n\u00ean m\u1ea1nh m\u1ebd h\u01a1n trong vi\u1ec7c \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ri\u00eang h\u1ecd.<\/p>\n

\u0110\u00e3 qua r\u1ed3i c\u00e1i th\u1eddi ch\u00fang ta c\u00f3 th\u1ec3 n\u00f3i, qu\u1ea3ng c\u00e1o n\u00f3 v\u00e0 h\u1ecd s\u1ebd \u0111\u1ebfn. B\u00e2y gi\u1edd l\u00e0 l\u00fac ch\u00fang ta ph\u1ea3i t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m V\u1edaI v\u00e0 CHO m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 \u0111\u1ec3 h\u1ecd tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/p>\n

Khi th\u00f4ng tin c\u00f3 s\u1eb5n cho kh\u00e1ch h\u00e0ng sinh s\u00f4i n\u1ea3y n\u1edf, xu h\u01b0\u1edbng n\u00e0y s\u1ebd ch\u1ec9 t\u0103ng t\u1ed1c trong th\u1eadp k\u1ef7 t\u1edbi, khi\u1ebfn cho vi\u1ec7c marketing l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m c\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng h\u01a1n \u0111\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ty \u0111\u1ec3 th\u00e0nh c\u00f4ng.<\/p>\n

V\u00ec v\u1eady, l\u00e0 nh\u00e0 marketing, \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 b\u01b0\u1edbc ch\u00ednh ch\u00fang ta n\u00ean th\u1ef1c hi\u1ec7n \u0111\u1ec3 th\u1eafng th\u1ebf trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1 m\u1edbi n\u00e0y:<\/p>\n

    \n
  1. \u0110\u1ed3ng s\u00e1ng t\u1ea1o th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m <\/span>c\u1ee7a ch\u00fang ta v\u1edbi kh\u00e1ch h\u00e0ng<\/strong>
    \n<\/strong>\u0110\u00e3 \u0111\u1ebfn l\u00fac n\u00f3i chuy\u1ec7n tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u1ec3 hi\u1ec3u h\u1ecd c\u1ea7n g\u00ec, \u0111i\u1ec1u g\u00ec th\u00fac \u0111\u1ea9y h\u1ecd v\u00e0 c\u00e1ch ch\u00fang ta c\u00f3 th\u1ec3 ph\u1ee5c v\u1ee5 h\u1ecd t\u1ed1t nh\u1ea5t. \u0110\u00e3 \u0111\u1ebfn l\u00fac ng\u1eebng \u1ea9n \u0111\u1eb1ng sau nh\u1eefng qu\u1ea3ng c\u00e1o k\u1ef9 thu\u1eadt s\u1ed1. Ch\u00fang ta ph\u1ea3i ph\u00e1t tri\u1ec3n c\u00e1c cu\u1ed9c tr\u00f2 chuy\u1ec7n v\u00e0 m\u1ed1i quan h\u1ec7 ch\u00e2n ch\u00ednh v\u1edbi nh\u1eefng ng\u01b0\u1eddi m\u00e0 ch\u00fang ta th\u1ef1c s\u1ef1 quan t\u00e2m.<\/li>\n
  2. \u0110\u1ea7u t\u01b0 v\u00e0o nh\u00e2n vi\u00ean<\/span> th\u1ef1c s\u1ef1 quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 hi\u1ec3u doanh nghi\u1ec7p c\u1ee7a b\u1ea1n
    \n<\/strong>Ch\u00eca kh\u00f3a cho marketing hi\u1ec7n \u0111\u1ea1i l\u00e0 ph\u1ea3i x\u00e1c th\u1ef1c v\u00e0 ch\u00ednh h\u00e3ng. B\u1ea1n kh\u00f4ng th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c t\u00ednh x\u00e1c th\u1ef1c th\u1ef1c s\u1ef1 cho \u0111\u1ebfn khi m\u1ecdi ng\u01b0\u1eddi trong c\u00f4ng ty c\u1ee7a b\u1ea1n quan t\u00e2m v\u00e0 th\u1ea5u hi\u1ec3u s\u00e2u s\u1eafc \u0111\u1ebfn nh\u1eefng g\u00ec b\u1ea1n x\u00e2y d\u1ef1ng v\u00e0 tin t\u01b0\u1edfng v\u00e0o gi\u00e1 tr\u1ecb c\u1ee7a b\u1ea1n. Ch\u1ec9 b\u1eb1ng c\u00e1ch thu\u00ea nh\u1eefng ng\u01b0\u1eddi ph\u00f9 h\u1ee3p v\u1edbi danh t\u00ednh c\u1ee7a b\u1ea1n, b\u1ea1n m\u1edbi c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng k\u1ebft n\u1ed1i s\u00e2u s\u1eafc v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh.<\/li>\n
  3. \u0110\u1ea7u t\u01b0 v\u00e0o c\u00f4ng ngh\u1ec7 \u0111\u1ec3 nh\u1eafm ch\u00ednh x\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau<\/span>
    \n<\/strong>C\u00e1ch duy nh\u1ea5t \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o b\u1ea1n g\u1eedi \u0111\u00fang th\u00f4ng \u0111i\u1ec7p \u0111\u1ebfn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng v\u00e0o \u0111\u00fang th\u1eddi \u0111i\u1ec3m l\u00e0 s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7. N\u1ec1n t\u1ea3ng h\u1ecdc m\u00e1y v\u00e0 tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o \u0111ang ng\u00e0y c\u00e0ng r\u1ebb h\u01a1n v\u00e0 d\u1ec5 s\u1eed d\u1ee5ng h\u01a1n m\u1ed7i ng\u00e0y cho c\u00e1c nh\u00e0 marketing phi k\u1ef9 thu\u1eadt. T\u1eadn d\u1ee5ng nh\u1eefng c\u00f4ng ngh\u1ec7 n\u00e0y v\u00e0 n\u00e2ng t\u1ea7m marketing c\u1ee7a b\u1ea1n l\u00ean m\u1ed9t t\u1ea7m cao m\u1edbi.<\/li>\n
  4. Th\u1eed nghi\u1ec7m li\u00ean t\u1ee5c
    \n<\/strong>\u0110i\u1ec1u tuy\u1ec7t v\u1eddi v\u1ec1 n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt s\u1ed1 l\u00e0 ch\u00fang kh\u00f4ng t\u1ed1n k\u00e9m v\u00e0 d\u1ec5 s\u1eed d\u1ee5ng. \u0110i\u1ec1u n\u00e0y m\u1edf ra c\u01a1 h\u1ed9i cho m\u1ed9t kh\u1ed1i l\u01b0\u1ee3ng l\u1edbn th\u1eed nghi\u1ec7m v\u00e0 th\u1eed nghi\u1ec7m trong c\u00f4ng ty c\u1ee7a b\u1ea1n. V\u00ec v\u1eady, t\u1eadn d\u1ee5ng nh\u1eefng c\u01a1 h\u1ed9i th\u1eed nghi\u1ec7m m\u1edbi n\u00e0y \u0111\u1ec3 t\u00ecm ra c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 ti\u1ebfp c\u1eadn nh\u1eefng ng\u01b0\u1eddi b\u1ea1n mu\u1ed1n ti\u1ebfp c\u1eadn.<\/li>\n<\/ol>\n

    B\u1ea1n c\u00f3 \u00fd t\u01b0\u1edfng n\u00e0o kh\u00e1c v\u1ec1 nh\u1eefng g\u00ec ch\u00fang ta c\u00f3 th\u1ec3 l\u00e0m \u0111\u1ec3 \u0111\u00f3n \u0111\u1ea7u nh\u1eefng thay \u0111\u1ed5i m\u00f4 h\u00ecnh s\u1eafp t\u1edbi trong marketing kh\u00f4ng?\u00a0<\/strong><\/p>\n

    Theo\u00a0Bill Su<\/strong><\/em><\/p>","protected":false},"excerpt":{"rendered":"

    3 s\u1ef1 thay \u0111\u1ed5i l\u1edbn trong m\u00f4 h\u00ecnh marketing trong th\u1ebf k\u1ef7 21 v\u00e0 n\u01a1i c\u00e1c marketer s\u1ebd \u0111\u1ebfn ti\u1ebfp theo Marketer lu\u00f4n \u0111\u00e1nh gi\u00e1 qu\u00e1 cao s\u1ef1 thay \u0111\u1ed5i s\u1ebd x\u1ea3y ra trong hai n\u0103m t\u1edbi v\u00e0 \u0111\u00e1nh gi\u00e1 th\u1ea5p s\u1ef1 thay \u0111\u1ed5i s\u1ebd x\u1ea3y ra trong m\u01b0\u1eddi n\u0103m t\u1edbi. M\u1ed9t trong nh\u1eefng v\u00ed […]<\/p>","protected":false},"author":4,"featured_media":6704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,126,74],"tags":[656],"class_list":["post-6695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-chuyen-doi-so","category-blog","tag-insights-khach-hang",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6695","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=6695"}],"version-history":[{"count":5,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6695\/revisions"}],"predecessor-version":[{"id":9573,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6695\/revisions\/9573"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/6704"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=6695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=6695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=6695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}