{"id":7478,"date":"2019-09-26T21:38:58","date_gmt":"2019-09-26T14:38:58","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=7478"},"modified":"2020-03-17T10:23:20","modified_gmt":"2020-03-17T03:23:20","slug":"strategy-marketing-vs-tactics-co-gi-khac-biet","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/strategy-marketing-vs-tactics-co-gi-khac-biet\/","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c Vs Chi\u1ebfn thu\u1eadt Marketing \u2013 C\u00f3 g\u00ec kh\u00e1c bi\u1ec7t?"},"content":{"rendered":"

‘S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa chi\u1ebfn l\u01b0\u1ee3c v\u00e0 chi\u1ebfn thu\u1eadt marketing l\u00e0 g\u00ec?’<\/strong><\/em><\/p>\r\n

L\u00e0 m\u1ed9t trong nh\u1eefng c\u00e2u h\u1ecfi ph\u1ed5 bi\u1ebfn nh\u1ea5t n\u1ed5i l\u00ean khi nhi\u1ec1u doanh nghi\u1ec7p Vi\u1ec7t b\u1eaft \u0111\u1ea7u quan t\u00e2m h\u01a1n \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u\u2026. \u00a0trong vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 tri\u1ec3n khai c\u00e1c k\u1ebf ho\u1ea1ch marketing chi\u1ebfn l\u01b0\u1ee3c cho doanh nghi\u1ec7p.<\/p>\r\n

Kh\u00f4ng c\u00f3 g\u00ec ng\u1ea1c nhi\u00ean, v\u00ec s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa hai ho\u1ea1t \u0111\u1ed9ng n\u00e0y th\u01b0\u1eddng kh\u00f4ng kh\u00e1c bi\u1ec7t. Tuy nhi\u00ean, \u0111\u00e2y l\u00e0 m\u1ed9t c\u00e2u h\u1ecfi quan tr\u1ecdng c\u1ea7n tr\u1ea3 l\u1eddi v\u00ec\u00a0 trong qu\u00e1 tr\u00ecnh ti\u1ebfp x\u00fac v\u1edbi c\u00e1c doanh nghi\u1ec7p, ch\u00fang t\u00f4i th\u1ea5y r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c ho\u1eb7c k\u1ebf ho\u1ea1ch marketing<\/strong> r\u00f5 r\u00e0ng* . N\u1ebfu kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c hay business model r\u00f5 r\u00e0ng, c\u00f3 th\u1ec3 m\u1ed9t s\u1ed1 chi\u1ebfn d\u1ecbch c\u1ee7a doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u01b0\u1edbng k\u00e9m, do \u0111\u00f3 c\u00f3 th\u1ec3 kh\u00f4ng th\u00fac \u0111\u1ea9y doanh nghi\u1ec7p \u0111i theo h\u01b0\u1edbng c\u1ea7n thi\u1ebft. Ngo\u00e0i ra, vi\u1ec7c tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u00e1c nghi\u1ec7p ng\u1eafn h\u1ea1n c\u00f2n g\u00e2y ra m\u00e2u thu\u1eabn, t\u1ea1o h\u1eadu qu\u1ea3 x\u1ea5u v\u1ec1 l\u00e2u d\u00e0i cho doanh nghi\u1ec7p.<\/p>\r\n

Trong b\u00e0i vi\u1ebft n\u00e0y, ch\u00fang t\u00f4i s\u1ebd ch\u1ec9 ra s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa chi\u1ebfn l\u01b0\u1ee3c v\u00e0 chi\u1ebfn thu\u1eadt marketing b\u1eb1ng c\u00e1ch xem x\u00e9t c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m\u00a0 n\u1ed5i b\u1eadt c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing, ph\u00e2n bi\u1ec7t n\u00f3 v\u1edbi c\u00e1c chi\u1ebfn thu\u1eadt. V\u00e0 \u0111\u01b0a ra c\u00e1c v\u00ed d\u1ee5 gi\u00fap th\u1ec3 hi\u1ec7n s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa hai kh\u00e1i ni\u1ec7m n\u00e0y d\u1ef1a tr\u00ean c\u00e1c ho\u1ea1t \u0111\u1ed9ng chi\u1ebfn l\u01b0\u1ee3c thi\u1ebft y\u1ebfu.<\/p>\r\n

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    Chi\u1ebfn l\u01b0\u1ee3c l\u00e0 x\u00e1c \u0111\u1ecbnh h\u01b0\u1edbng m\u1ecdi ho\u1ea1t \u0111\u1ed9ng t\u00e1c nghi\u1ec7p marketing trong t\u01b0\u01a1ng lai<\/strong><\/h1>\r\n<\/li>\r\n<\/ol>\r\n

    Ch\u1eafc h\u1eb3n ch\u00fang ta \u0111\u00e3 quen v\u1edbi vi\u1ec7c th\u1ea5y c\u00e1c doanh nghi\u1ec7p s\u1eed d\u1ee5ng t\u00e1c nghi\u1ec7p \u0111\u1ec3 \u0111i\u1ec1u h\u00e0nh ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a m\u00ecnh, nh\u01b0ng v\u1edbi chi\u1ebfn l\u01b0\u1ee3c marketing th\u00ec th\u01b0\u1eddng kh\u00f4ng \u0111\u01b0\u1ee3c bi\u1ec3u hi\u1ec7n r\u00f5 n\u00e9t, th\u1ec3 hi\u1ec7n tr\u1ef1c ti\u1ebfp. Chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u00f2i h\u1ecfi m\u1ed9t n\u1ed7 l\u1ef1c ch\u1ee7 \u0111\u1ed9ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh v\u00e0 truy\u1ec1n \u0111\u1ea1t th\u00f4ng qua c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u00e1c nghi\u1ec7p t\u1eeb marketing \u0111\u1ebfn b\u00e1n h\u00e0ng h\u00e0ng ng\u00e0y. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 x\u00e1c \u0111\u1ecbnh m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c v\u00ec cu\u1ed1i c\u00f9ng \u0111\u00e2y m\u1edbi l\u00e0 \u0111i\u1ec1u s\u1ebd l\u00e0m cho doanh nghi\u1ec7p th\u00e0nh c\u00f4ng th\u00f4ng qua s\u1ef1 kh\u00e1c bi\u1ec7t v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\r\n

    B\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o ngay Khung h\u01b0\u1edbng d\u1eabn SOSTAC\u00ae c\u1ee7a PR \u00a0SmithTHER cho th\u1ea5y r\u00f5 s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa chi\u1ebfn l\u01b0\u1ee3c v\u00e0 chi\u1ebfn thu\u1eadt. Minh h\u1ecda n\u00e0y cho th\u1ea5y chi\u1ebfn l\u01b0\u1ee3c l\u00e0 c\u00e2u tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi ‘L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 ch\u00fang ta – doanh nghi\u1ec7p \u0111\u1ebfn \u0111\u00f3, \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c \u0111\u00edch \u0111\u00f3?’ trong khi c\u00e1c tactic l\u1ea1i l\u00e0 “chi ti\u1ebft, c\u00e1ch th\u1ee9c c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c”:<\/p>\r\n

    \"\"<\/a><\/p>\r\n

    M\u00f4 h\u00ecnh n\u00e0y Paul Smith \u0111\u01b0a ra c\u00e1c v\u00ed d\u1ee5 kh\u00e1c nhau v\u1ec1 chi\u1ebfn thu\u1eadt. Ch\u00fang bao g\u1ed3m: Marketing mix 4Ps: s\u1ea3n ph\u1ea9m, khuy\u1ebfn m\u00e3i, \u0111\u1ecba \u0111i\u1ec3m v\u00e0 gi\u00e1 c\u1ea3.<\/p>\r\n

    >>> Xem th\u00eam: Mu\u1ed1n b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ph\u1ea3i t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng! V\u00ec sao? V\u00e0 l\u00e0m nh\u01b0 th\u1ebf n\u00e0o?<\/a><\/span><\/strong><\/p>\r\n

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      Chi\u1ebfn l\u01b0\u1ee3c l\u00e0\u00a0x\u00e1c \u0111\u1ecbnh l\u1ee3i th\u1ebf c\u1ea1nh tranh<\/strong><\/h1>\r\n<\/li>\r\n<\/ol>\r\n

      Chi\u1ebfn l\u01b0\u1ee3c marketing s\u1ebd th\u1ea5y \u0111\u01b0\u1ee3c c\u00e1ch ch\u00ednh x\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u1ea1nh tranh v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u00e0 m\u1ed9t c\u00e1ch t\u1ed1t \u0111\u1ec3 ph\u00e2n bi\u1ec7t gi\u1eefa chi\u1ebfn l\u01b0\u1ee3c v\u00e0 tactics.<\/p>\r\n

      Sun-Tsu (T\u00f4n T\u1eed) ch\u1eafc ch\u1eafn l\u00e0 ng\u01b0\u1eddi \u0111\u1ea7u ti\u00ean vi\u1ebft v\u1ec1 \u0111i\u1ec1u n\u00e0y v\u00e0 t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Sun-Tsu c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u00e1p d\u1ee5ng cho chi\u1ebfn l\u01b0\u1ee3c marketing, c\u00e2u n\u00f3i n\u1ed5i ti\u1ebfng, nh\u01b0ng c\u00f3 kh\u1ea3 n\u0103ng v\u1ec1 ng\u00e0y t\u1eadn th\u1ebf c\u1ee7a \u00f4ng \u0111\u00e3 minh h\u1ecda r\u00f5 \u0111i\u1ec1u n\u00e0y:<\/p>\r\n

      “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat”.<\/em><\/p>\r\n

      T\u1ea1m d\u1ecbch “Chi\u1ebfn l\u01b0\u1ee3c m\u00e0 kh\u00f4ng c\u00f3 chi\u1ebfn thu\u1eadt l\u00e0 con \u0111\u01b0\u1eddng ch\u1eadm nh\u1ea5t \u0111\u1ec3 chi\u1ebfn th\u1eafng. Nh\u01b0ng ch\u1ec9 c\u00f3 nh\u1eefng chi\u1ebfn thu\u1eadt m\u00e0 kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c th\u00ec s\u1ebd b\u1ecb r\u1ed1i tung tr\u01b0\u1edbc khi th\u1ea5t b\u1ea1i”<\/p>\r\n

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        Chi\u1ebfn l\u01b0\u1ee3c l\u00e0 vi\u1ec7c x\u00e1c \u0111\u1ecbnh ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c c\u1ea5p cao nh\u1ea5t\u00a0\u00a0<\/strong>
        <\/strong><\/h1>\r\n<\/li>\r\n<\/ol>\r\n

        M\u1ed7i doanh nghi\u1ec7p c\u00f3 ngu\u1ed3n l\u1ef1c h\u1ea1n ch\u1ebf v\u1ec1 ng\u00e2n s\u00e1ch, con ng\u01b0\u1eddi v\u00e0 th\u1eddi gian. V\u00ec v\u1eady, m\u1ed9t ph\u1ea7n thi\u1ebft y\u1ebfu c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c l\u00e0 c\u00e1ch th\u1ee9c khai th\u00e1c v\u00e0 tri\u1ec3n khai c\u00e1c t\u00e0i nguy\u00ean n\u00e0y \u0111\u1ec3 t\u1ea1o ra t\u00e1c \u0111\u1ed9ng l\u1edbn nh\u1ea5t. Nh\u1ea5t l\u00e0 c\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf (SMEs), startup th\u00ec c\u00e1c ngu\u1ed3n l\u1ef1c n\u00e0y l\u1ea1i c\u00e0ng c\u00f3 h\u1ea1n, ph\u1ea3i c\u00e2n nh\u1eafc k\u1ef9 c\u00e0ng.\u00a0<\/p>\r\n

        Chi\u1ebfn l\u01b0\u1ee3c marketing s\u1ebd cho doanh nghi\u1ec7p bi\u1ebft c\u00f4ng ty b\u1ea1n n\u00ean t\u1eadp trung v\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0o \u0111\u00e2u, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh nh\u1eefng g\u00ec b\u1ea1n KH\u00d4NG \u0111\u1ea7u t\u01b0 ngo\u00e0i vi\u1ec7c quy\u1ebft \u0111\u1ecbnh n\u01a1i b\u1ea1n s\u1ebd t\u1eadp trung. Trong b\u00e0i b\u00e1o \u0110\u00e1nh gi\u00e1 kinh doanh Harvard, c\u00f3 \u00fd ki\u1ebfn \u200b\u200bcho r\u1eb1ng nhi\u1ec1u chi\u1ebfn l\u01b0\u1ee3c kinh doanh th\u1ea5t b\u1ea1i v\u00ec ch\u00fang kh\u00f4ng ho\u00e0n to\u00e0n l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c**<\/strong>, thay v\u00e0o \u0111\u00f3 ch\u00fang ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 nh\u1eefng c\u1ea3m x\u00fac, c\u1ea3m t\u00ednh.<\/p>\r\n

        “V\u00ec m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u1ef1c s\u1ef1 bao g\u1ed3m m\u1ed9t t\u1eadp h\u1ee3p r\u00f5 r\u00e0ng c\u00e1c l\u1ef1a ch\u1ecdn x\u00e1c \u0111\u1ecbnh nh\u1eefng g\u00ec c\u00f4ng ty s\u1ebd l\u00e0m v\u00e0 nh\u1eefng g\u00ec doanh nghi\u1ec7p \u0111\u00f3 s\u1ebd kh\u00f4ng l\u00e0m”.<\/em><\/p>\r\n

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        1. \r\n

          Chi\u1ebfn l\u01b0\u1ee3c l\u00e0 \u0111\u1eb7t ra m\u1ed9t t\u1ea7m nh\u00ecn d\u00e0i h\u1ea1n c\u1ee5 th\u1ec3<\/strong><\/h1>\r\n<\/li>\r\n<\/ol>\r\n

          V\u1edbi SOSTAC\u00ae, ch\u1eef O l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a m\u1ee5c ti\u00eau v\u00e0 t\u1ea7m nh\u00ecn. R\u00f5 r\u00e0ng r\u1eb1ng doanh nghi\u1ec7p lu\u00f4n c\u1ea7n c\u00e1c m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 \u0111\u1ec3 h\u01b0\u1edbng t\u1edbi v\u00e0 xem x\u00e9t hi\u1ec7u qu\u1ea3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111\u1ebfn \u0111\u00e2u. Thi\u1ebfu c\u00e1c m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 ph\u1ed5 bi\u1ebfn khi kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c r\u00f5 r\u00e0ng v\u00e0 m\u1ecdi ng\u01b0\u1eddi trong m\u1ed9t doanh nghi\u1ec7p ch\u1ec9 t\u1eadp trung v\u00e0o c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u00e1c nghi\u1ec7p ng\u1eafn h\u1ea1n.<\/p>\r\n

          Vi\u1ec7c c\u00f3 m\u1ed9t \u00fd t\u01b0\u1edfng nh\u1eb9 nh\u00e0ng h\u01a1n v\u1ec1 t\u1ea7m nh\u00ecn trong t\u01b0\u01a1ng lai l\u00e0 r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 n\u1ed9i b\u1ed9 doanh c\u00f3 th\u1ec3 t\u01b0\u01a1ng t\u00e1c v\u1edbi nhau v\u00e0 xa h\u01a1n v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c v\u00e0 c\u00e1c b\u00ean li\u00ean quan kh\u00e1c. Chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a b\u1ea1n n\u00ean x\u00e1c \u0111\u1ecbnh m\u1ed1i li\u00ean k\u1ebft gi\u1eefa t\u1ea7m nh\u00ecn, m\u1ee5c ti\u00eau, m\u1ee5c ti\u00eau v\u00e0 c\u00e1ch \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00f4ng qua vi\u1ec7c ph\u00e2n b\u1ed5 c\u00e1c ngu\u1ed3n l\u1ef1c.<\/p>\r\n

          \"chi\u1ebfn<\/a><\/p>\r\n

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            Chi\u1ebfn l\u01b0\u1ee3c l\u00e0 \u0111\u1eb7t ra c\u00e1c m\u1ee5c ti\u00eau d\u00e0i h\u1ea1n c\u1ee5 th\u1ec3<\/strong><\/h1>\r\n<\/li>\r\n<\/ol>\r\n

            Chung, c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u00e1c nghi\u1ec7p n\u00ean h\u1ed7 tr\u1ee3 \u0111\u1ecbnh h\u01b0\u1edbng chung c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. C\u00e1c ho\u1ea1t \u0111\u1ed9ng \u0111\u00f3 n\u00ean \u0111\u00f3ng g\u00f3p cho m\u1ee5c ti\u00eau chung c\u1ee7a doanh nghi\u1ec7p. C\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u00e1c nghi\u1ec7p \u0111ang \u0111\u00f3ng g\u00f3p cho c\u00e1c m\u1ee5c ti\u00eau chi\u1ebfn l\u01b0\u1ee3c t\u1ed5ng th\u1ec3 l\u00e0 LI\u00caN K\u1ebeT c\u00e1c m\u1ee5c ti\u00eau h\u1ed7 tr\u1ee3 cho chi\u1ebfn l\u01b0\u1ee3c chung.<\/p>\r\n

            \"\"<\/a><\/p>\r\n

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            1. \r\n

              Chi\u1ebfn l\u01b0\u1ee3c l\u00e0 x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng \u01b0u ti\u00ean, \u0111\u1ed1i t\u01b0\u1ee3ng v\u00e0 s\u1ea3n ph\u1ea9m<\/strong><\/h1>\r\n<\/li>\r\n<\/ol>\r\n

              \u0110\u00e2y l\u00e0 n\u01a1i Ph\u00e2n kh\u00fac, Nh\u1eafm m\u1ee5c ti\u00eau v\u00e0 \u0110\u1ecbnh v\u1ecb<\/a> <\/strong>\u00a0ph\u00f9 h\u1ee3p. Chi\u1ebfn thu\u1eadt s\u1ebd li\u00ean quan \u0111\u1ebfn vi\u1ec7c \u0111\u01b0a ra c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 truy\u1ec1n \u0111\u1ea1t nh\u1eefng \u0111i\u1ec1u n\u00e0y \u0111\u1ebfn kh\u00e1n gi\u1ea3, nh\u01b0ng th\u00f4ng th\u01b0\u1eddng s\u1ebd kh\u00f4ng li\u00ean quan \u0111\u1ebfn \u0111\u00e1nh gi\u00e1\u00a0 chi\u1ebfn l\u01b0\u1ee3c v\u1ec1 \u0111\u1ed1i t\u01b0\u1ee3ng ph\u00f9 h\u1ee3p nh\u1ea5t ho\u1eb7c s\u1ea3n ph\u1ea9m \/ th\u1ecb tr\u01b0\u1eddng ph\u00f9 h\u1ee3p nh\u1ea5t.<\/p>\r\n

              Trong m\u1ed9t doanh nghi\u1ec7p l\u1edbn h\u01a1n, s\u1eed d\u1ee5ng\u00a0 Ma tr\u1eadn BCG \u0111\u1ec3 xem x\u00e9t danh m\u1ee5c s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n v\u00e0 \u0111\u1eb7t \u01b0u ti\u00ean cho t\u0103ng tr\u01b0\u1edfng trong t\u01b0\u01a1ng lai l\u00e0 m\u1ed9t k\u1ef9 thu\u1eadt quan tr\u1ecdng.<\/p>\r\n

              M\u1ed9t ph\u1ea7n quan tr\u1ecdng kh\u00e1c c\u1ee7a STP l\u00e0 x\u00e1c \u0111\u1ecbnh \u0111\u1ed1i t\u01b0\u1ee3ng ch\u00ednh v\u00e0 personas marketing s\u1ebd th\u00f4ng b\u00e1o cho c\u00e1c chi\u1ebfn thu\u1eadt v\u1ec1 c\u00e1ch b\u1ea1n ti\u1ebfp c\u1eadn v\u00e0 giao ti\u1ebfp v\u1edbi nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0y.<\/p>\r\n

              \"market<\/a><\/p>\r\n

                \r\n
              1. \r\n

                Chi\u1ebfn l\u01b0\u1ee3c l\u00e0 x\u00e1c \u0111\u1ecbnh \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/h1>\r\n<\/li>\r\n<\/ol>\r\n

                Khi c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m, s\u1edf th\u00edch v\u00e0 h\u00e0nh vi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh th\u00f4ng qua persona<\/a>, c\u00e1c chi\u1ebfn l\u01b0\u1ee3c li\u00ean quan \u0111\u1ebfn vi\u1ec7c x\u00e1c \u0111\u1ecbnh c\u00e1ch doanh nghi\u1ec7p mu\u1ed1n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p ph\u1ea3i \u0111\u01b0\u1ee3c nh\u1eadn th\u1ee9c so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. \u0110i\u1ec1u n\u00e0y li\u00ean quan \u0111\u1ebfn vi\u1ec7c xem x\u00e9t c\u00e1c y\u1ebfu t\u1ed1 chi\u1ebfn l\u01b0\u1ee3c chung m\u00e0 Michael Porter \u0111\u00e3 x\u00e1c \u0111\u1ecbnh *** d\u1ef1a tr\u00ean gi\u00e1 c\u1ea3 v\u00e0 s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/p>\r\n

                >>>Xem th\u00eam: X\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n n\u0103ng l\u1ef1c doanh nghi\u1ec7p\u00a0<\/a><\/strong><\/p>\r\n

                \r\n
                  \r\n
                1. \r\n

                  Chi\u1ebfn l\u01b0\u1ee3c l\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1ch thu h\u00fat c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau th\u00f4ng qua th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/h1>\r\n<\/li>\r\n<\/ol>\r\n

                  Vi\u1ec7c tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng branding c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c xem x\u00e9t \u1edf c\u1ea5p \u0111\u1ed9 t\u00e1c nghi\u1ec7p, v\u00ed d\u1ee5 nh\u01b0 \u00fd t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1ch s\u1eed d\u1ee5ng m\u00e0u s\u1eafc. Nh\u01b0ng th\u01b0\u01a1ng hi\u1ec7u c\u0169ng n\u00ean \u0111\u01b0\u1ee3c suy ngh\u0129 \u1edf c\u1ea5p chi\u1ebfn l\u01b0\u1ee3c, \u0111\u1ec3 xem x\u00e9t l\u00e0m th\u1ebf n\u00e0o m\u1ed9t doanh nghi\u1ec7p c\u00f3 th\u1ec3 thu h\u00fat kh\u00e1n gi\u1ea3 th\u00f4ng qua tin nh\u1eafn quan tr\u1ecdng bao g\u1ed3m c\u1ea5u tr\u00fac th\u00f4ng \u0111i\u1ec7p, h\u00ecnh \u1ea3nh, m\u1ed9t ph\u1ea7n c\u1ee7a \u0111\u1ecbnh v\u1ecb so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\r\n

                  \"chi\u1ebfn<\/a><\/p>\r\n

                    \r\n
                  1. \r\n

                    Chi\u1ebfn l\u01b0\u1ee3c l\u00e0 x\u00e1c \u0111\u1ecbnh l\u1ed9 tr\u00ecnh d\u00e0i h\u1ea1n cho \u0111\u1ea7u t\u01b0 v\u00e0o c\u00f4ng ngh\u1ec7 v\u00e0 c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 l\u1edbn kh\u00e1c<\/strong><\/h1>\r\n<\/li>\r\n<\/ol>\r\n

                    Trong marketing ng\u00e0y nay, ch\u00fang ta c\u0169ng c\u1ea7n khai th\u00e1c d\u1eef li\u1ec7u v\u00e0 c\u00f4ng ngh\u1ec7 \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c ph\u1ea3n h\u1ed3i t\u1ed1t h\u01a1n t\u1eeb c\u00e1c chi\u1ebfn thu\u1eadt c\u1ee7a m\u00ecnh, \u0111\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao marketers ph\u1ea3i ‘L\u1eadp k\u1ebf ho\u1ea1ch, Qu\u1ea3n l\u00fd v\u00e0 T\u1ed1i \u01b0u h\u00f3a”<\/strong>\u00a0k\u1ebf ho\u1ea1ch \u0111\u00f3. Marketers n\u00ean c\u00f3 c\u00e1c k\u1ef9 thu\u1eadt nh\u01b0 th\u1eed nghi\u1ec7m AB c\u00f3 s\u1eb5n th\u00f4ng qua c\u00e1c c\u00f4ng c\u1ee5 t\u1ed1i \u01b0u h\u00f3a chuy\u1ec3n \u0111\u1ed5i \u0111\u1ec3 c\u00f3 k\u1ebft qu\u1ea3 t\u1ed1t nh\u1ea5t t\u1eeb \u200b\u200bc\u00e1c chi\u1ebfn thu\u1eadt ch\u00fang ta s\u1eed d\u1ee5ng. Nh\u01b0ng \u0111\u1ec3 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c marketing hi\u1ec7n \u0111\u1ea1i n\u00e0y \u0111\u00f2i h\u1ecfi ph\u1ea3i c\u00f3 m\u1ed9t ng\u0103n x\u1ebfp c\u00f4ng ngh\u1ec7 marketing \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y<\/p>\r\n

                    Trong k\u1ef7 nguy\u00ean chuy\u1ec3n \u0111\u1ed5i k\u1ef9 thu\u1eadt s\u1ed1 n\u00e0y , nhi\u1ec1u t\u1ed5 ch\u1ee9c \u0111ang ch\u1ea1y c\u00e1c s\u00e1ng ki\u1ebfn \u200b\u200bthay \u0111\u1ed5i \u0111\u1ec3 s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 marketing \u0111\u1ec3 c\u1ea3i thi\u1ec7n quy tr\u00ecnh c\u1ee7a h\u1ecd v\u00e0 s\u1eed d\u1ee5ng th\u00f4ng tin chi ti\u1ebft v\u00e0 d\u1eef li\u1ec7u c\u1ee7a kh\u00e1ch h\u00e0ng. C\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 v\u00e0o tr\u1ea3i nghi\u1ec7m k\u1ef9 thu\u1eadt s\u1ed1, t\u1ef1 \u0111\u1ed9ng h\u00f3a marketing v\u00e0 trong t\u01b0\u01a1ng lai, tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o v\u00e0 E-learning s\u1ebd r\u1ea5t \u0111\u00e1ng k\u1ec3. V\u00ec v\u1eady, th\u00f4ng th\u01b0\u1eddng, s\u1ebd kh\u00f4ng th\u1ef1c t\u1ebf v\u1ec1 chi ph\u00ed c\u00f4ng ngh\u1ec7 ho\u1eb7c s\u1ef1 ph\u1ee9c t\u1ea1p c\u1ee7a \u0111\u1ea7u t\u01b0 \u0111\u1ec3 th\u1ef1c hi\u1ec7n m\u1ecdi th\u1ee9 c\u1ea7n thi\u1ebft trong m\u1ed9t n\u0103m. V\u00ec v\u1eady, c\u00e1c l\u1ed9 tr\u00ecnh d\u00e0i h\u1ea1n c\u1ee7a martech \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t ng\u0103n x\u1ebfp martech t\u00edch h\u1ee3p \u00a0c\u1ea7n \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh \u0111\u1ec3 h\u1ed7 tr\u1ee3 c\u00e1c m\u1ee5c ti\u00eau marketing.<\/p>\r\n

                    >> Xem th\u00eam L\u1eadp k\u1ebf ho\u1ea1ch, \u0111o l\u01b0\u1eddng v\u00e0 t\u1ed1i \u01b0u h\u00f3a c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing<\/a><\/strong><\/p>\r\n

                      \r\n
                    1. \r\n

                      Chi\u1ebfn l\u01b0\u1ee3c marketing gi\u00fap \u0111\u1ecbnh h\u01b0\u1edbng c\u00e1c ho\u1ea1t \u0111\u1ed9ng th\u00f4ng qua qu\u1ea3n tr\u1ecb<\/strong><\/h1>\r\n<\/li>\r\n<\/ol>\r\n

                      Cu\u1ed1i c\u00f9ng, chi\u1ebfn l\u01b0\u1ee3c marketing n\u00ean li\u00ean k\u1ebft th\u00f4ng qua \u0111\u1ec3 cung c\u1ea5p cho doanh nghi\u1ec7p quy\u1ec1n ki\u1ec3m so\u00e1t bao qu\u00e1t c\u00e1c k\u1ef9 thu\u1eadt t\u00e1c nghi\u1ec7p. \u0110i\u1ec1u n\u00e0y li\u00ean quan \u0111\u1ebfn c\u00e1c ph\u1ea7n H\u00e0nh \u0111\u1ed9ng v\u00e0 Ki\u1ec3m so\u00e1t c\u1ee7a khung SOSTAC\u00ae c\u1ee7a PR Smith. L\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a ho\u1ea1ch \u0111\u1ecbnh strategy, marketers c\u1ea7n \u0111\u1ea3m b\u1ea3o r\u1eb1ng doanh nghi\u1ec7p quy tr\u00ecnh tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u00e1c nghi\u1ec7p t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o chi\u1ebfn thu\u1eadt \u0111\u01b0\u1ee3c li\u00ean k\u1ebft v\u1edbi chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o ch\u00fang \u0111\u01b0\u1ee3c theo d\u00f5i, \u0111\u00e1nh gi\u00e1 v\u00e0 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3<\/p>\r\n

                      V\u00cc v\u1eady c\u1ea7n ph\u1ea3i n\u1eafm r\u00f5 nh\u1eefng \u0111i\u1ec3m \u0111\u00e1ng ch\u00fa \u00fd, kh\u00e1c bi\u1ec7t v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c marketing v\u1edbi c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u00e1c nghi\u1ec7p. Hy v\u1ecdng r\u0103ng c\u00e1c doanh nghi\u1ec7p s\u1ebd \u0111\u01b0\u1ee3c h\u01b0\u1edfng l\u1ee3i t\u1eeb vi\u1ec7c \u0111\u01b0a ra m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing b\u00ean c\u1ea1nh vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u00e1c nghi\u1ec7p h\u00e0ng ng\u00e0y.<\/p>\r\n

                      B\u1ea1n c\u00f3 mu\u1ed1n tr\u1edf th\u00e0nh CMO, Marketing Manager?<\/strong><\/h3>\r\n

                      V\u1eady th\u00ec nh\u1eefng ki\u1ebfn th\u1ee9c v\u00e0 k\u1ef9 n\u0103ng n\u1ec1n t\u1ea3ng v\u1ec1 vi\u1ec7c ph\u00e2n t\u00edch v\u00e0 \u0111\u00e1nh gi\u00e1 c\u00e1c v\u1ea5n \u0111\u1ec1 \u1edf quy m\u00f4 chi\u1ebfn l\u01b0\u1ee3c b\u1ea1n ph\u1ea3i bi\u1ebft v\u00e0 hi\u1ec3u. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 h\u1ed7 tr\u1ee3 t\u1eeb DTM d\u00e0nh cho marketer thi\u1ebfu n\u1ec1n t\u1ea3ng trong marketing – xem th\u00eam T\u1ea0I \u0110\u00c2Y<\/span><\/a><\/strong> \u0111\u1ec3 nh\u1eadn \u0110\u00c1NH GI\u00c1, PH\u00c2N T\u00cdCH\u00a0MI\u1ec4N PH\u00cd<\/strong><\/p>\r\n

                      ————-<\/p>\r\n

                      Ngu\u1ed3n<\/p>\r\n

                      * https:\/\/www.smartinsights.com\/digital-marketing-strategy\/percentages-businesses-digital-marketing-plan\/<\/p>\r\n

                      **https:\/\/hbr.org\/2017\/11\/many-strategies-fail-because-theyre-not-actually-strategies\u00a0<\/p>\r\n

                      ***https:\/\/www.mindtools.com\/pages\/article\/newSTR_82.htm<\/p>\r\n

                      Theo Dave Chaffey<\/p>\r\n\r\n

                       <\/p>\r\n

                       <\/p>","protected":false},"excerpt":{"rendered":"

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