{"id":4986,"date":"2019-09-28T10:14:51","date_gmt":"2019-09-28T03:14:51","guid":{"rendered":"https:\/\/amberacademy.vn\/?p=4986"},"modified":"2019-11-02T08:17:44","modified_gmt":"2019-11-02T01:17:44","slug":"5-chien-dich-marketing-lay-chuyen-the-gioi","status":"publish","type":"post","link":"https:\/\/amber.edu.vn\/en\/5-chien-dich-marketing-lay-chuyen-the-gioi\/","title":{"rendered":"5 chi\u1ebfn d\u1ecbch marketing lay chuy\u1ec3n th\u1ebf gi\u1edbi"},"content":{"rendered":"

\u0110\u1ec3 \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t doanh nghi\u1ec7p, ngo\u00e0i t\u00e0i l\u00e3nh \u0111\u1ea1o c\u1ee7a ch\u1ee7 doanh nghi\u1ec7p c\u00f2n ph\u1ea3i k\u1ec3 \u0111\u1ebfn nh\u1eefng chi\u1ebfn d\u1ecbch marketing s\u1eafc b\u00e9n m\u00e0 c\u00f4ng ty t\u1ea1o ra.<\/b><\/p>\n

\u00a0<\/span><\/i>M\u1ed9t chi\u1ebfn d\u1ecbch marketing s\u1ebd \u0111\u00f3ng vai tr\u00f2 r\u1ea5t l\u1edbn nghi\u1ec7p b\u1edfi \u0111\u00e2y l\u00e0 n\u1ec1n t\u1ea3ng \u0111\u1ec3 \u0111\u1ecbnh h\u01b0\u1edbng\u00a0 nh\u1eefng b\u01b0\u1edbc \u0111i \u0111\u00fang \u0111\u1eafn, v\u1eefng ch\u00e3i, \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn doanh nghi\u1ec7p. V\u1eady chi\u1ebfn d\u1ecbch marketing l\u00e0 g\u00ec?<\/span><\/p>\n

Chi\u1ebfn d\u1ecbch marketing<\/b><\/p>\n

M\u1ed9t chi\u1ebfn d\u1ecbch marketing c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u01a1n gi\u1ea3n l\u00e0 k\u1ebf ho\u1ea1ch ti\u1ebfp th\u1ecb t\u1ed5ng th\u1ec3 gi\u00fap doanh nghi\u1ec7p ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch h\u00e0ng, n\u00e2ng cao nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u. Th\u1eddi gian, chi ph\u00ed c\u1ee7a m\u1ed7i chi\u1ebfn d\u1ecbch marketing \u0111\u1ec3 \u0111\u01b0\u1ee3c t\u00ednh to\u00e1n sao cho \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 cao nh\u1ea5t. Tuy nhi\u00ean, th\u1eadt kh\u00f3 \u0111\u1ec3 n\u00f3i tr\u01b0\u1edbc \u0111\u01b0\u1ee3c r\u1eb1ng chi\u1ebfn d\u1ecbch n\u00e0o s\u1ebd hi\u1ec7u qu\u1ea3, chi\u1ebfn d\u1ecbch n\u00e0o kh\u00f4ng.<\/span>\u00a0<\/span><\/p>\n

V\u1eady \u0111i\u1ec1u g\u00ec khi\u1ebfn cho 5 chi\u1ebfn d\u1ecbch marketing d\u01b0\u1edbi \u0111\u00e2y tr\u1edf th\u00e0nh nh\u1eefng t\u01b0\u1ee3ng \u0111\u00e0i \u0111\u1ec3 c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 h\u1ecdc t\u1eadp?<\/span><\/p>\n

Nike: Just Do It<\/b><\/h3>\n

\u00a0<\/b>Trong nh\u1eefng ng\u00e0y \u0111\u1ea7u th\u00e0nh l\u1eadp, c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a Nike h\u1ea7u nh\u01b0 ch\u1ec9 d\u00e0nh cho ng\u01b0\u1eddi ch\u1ea1y marathon. Th\u1ebf nh\u01b0ng, khi nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi d\u00f9ng b\u1eaft \u0111\u1ea7u thay \u0111\u1ed5i, nh\u1eefng ng\u01b0\u1eddi \u0111\u1ee9ng \u0111\u1ea7u Nike nh\u1eadn ra r\u1eb1ng, h\u1ecd c\u1ea7n ph\u1ea3i l\u00e0m g\u00ec \u0111\u00f3 \u0111\u1ec3 c\u00f3 th\u1ec3 v\u01b0\u1ee3t m\u1eb7t \u0111\u1ed1i th\u1ee7 c\u1ee7a h\u1ecd – h\u00e3ng \u0111\u1ed3 th\u1ec3 thao Reebok.<\/span><\/p>\n

\"\"<\/p>\n

\u00a0<\/span>\u201cJust Do It\u201d, h\u1eb3n ai c\u0169ng \u0111\u00e3 quen thu\u1ed9c v\u1edbi c\u00e2u slogan n\u1ed5i ti\u1ebfng c\u1ee7a Nike. \u0110\u00e2y ch\u00ednh l\u00e0 c\u00e2u slogan \u0111\u00e3 g\u00e2y ch\u1ea5n \u0111\u1ed9ng v\u00e0o nh\u1eefng n\u0103m cu\u1ed1i th\u1eadp ni\u00ean 80. Ch\u1ec9 v\u1edbi m\u1ed9t c\u00e2u \u0111\u01a1n gi\u1ea3n, ng\u1eafn g\u1ecdn nh\u01b0ng g\u00f3i tr\u1ecdn to\u00e0n b\u1ed9 c\u1ea3m x\u00fac c\u1ee7a nh\u1eefng ng\u01b0\u1eddi y\u00eau th\u00edch th\u1ec3 d\u1ee5c th\u1ec3 thao, Nike \u0111\u00e3 l\u00e0m n\u00ean l\u1ecbch s\u1eed tr\u00ean to\u00e0n c\u1ea7u. B\u1eb1ng c\u00e1ch n\u00f3i, h\u00e3y li\u00ean t\u1ee5c th\u00fac \u0111\u1ea9y b\u1ea3n th\u00e2n v\u01b0\u1ee3t qua m\u1ecdi gi\u1edbi h\u1ea1n, h\u00e3ng \u0111\u00e3 v\u01b0\u1ee3t m\u1eb7t \u0111\u1ed1i th\u1ee7 c\u1ee7a m\u00ecnh, tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u b\u00e1n ch\u1ea1y nh\u1ea5t th\u1ebf gi\u1edbi.<\/span><\/p>\n

N\u0103m 1988, Nike \u0111\u1ea1t doanh s\u1ed1 800 tri\u1ec7u USD, 10 n\u0103m sau doanh thu c\u1ee7a h\u00e3ng \u0111\u00e3 t\u0103ng g\u1ea5p 10 l\u1ea7n, \u0111\u1ea1t 9,2 t\u1ef7 USD. V\u1eady n\u00ean, khi b\u1ea1n c\u00f2n \u0111ang b\u0103n kho\u0103n v\u1ec1 vi\u1ec7c n\u00ean ch\u1ecdn c\u00e1ch n\u00e0o \u0111\u1ec3 t\u1ea1o n\u00ean ti\u1ebfng n\u00f3i cho th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ea7u ti\u00ean h\u00e3y t\u1ef1 h\u1ecfi b\u1ea3n th\u00e2n m\u00ecnh r\u1eb1ng b\u1ea1n \u0111ang gi\u00fap kh\u00e1ch h\u00e0ng c\u1ea3i thi\u1ec7n v\u1ea5n \u0111\u1ec1 g\u00ec? S\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p b\u1ea1n s\u1ebd cung c\u1ea5p l\u1ee3i \u00edch g\u00ec? Khi tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c nh\u1eefng c\u00e2u h\u1ecfi n\u00e0y, b\u1ea1n s\u1ebd t\u00ecm \u0111\u01b0\u1ee3c c\u00e1ch \u0111\u1ec3 k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng m\u00e0 doanh nghi\u1ec7p c\u1ee7a b\u1ea1n nh\u1eafm t\u1edbi.<\/span><\/p>\n

Apple: Get a Mac<\/b>\u00a0<\/b><\/h3>\n

T\u1eeb tr\u01b0\u1edbc \u0111\u1ebfn n\u00e0y, Apple \u0111\u00e3 c\u00f3 r\u1ea5t nhi\u1ec1u chi\u1ebfn d\u1ecbch marketing t\u1ed1t \u0111\u1ebfn m\u1ee9c gi\u1edbi truy\u1ec1n th\u00f4ng lu\u00f4n t\u00ecm c\u00e1ch nhanh nh\u1ea5t \u0111\u1ec3 \u0111\u01b0a tin v\u1ec1 s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a h\u00e3ng. N\u00f3i \u0111\u1ebfn chi\u1ebfn d\u1ecbch marketing t\u1ed1t nh\u1ea5t m\u00e0 Apple \u0111\u00e3 \u0111\u01b0a ra, ph\u1ea3i k\u1ec3 \u0111\u1ebfn chi\u1ebfn d\u1ecbch Get a Mac c\u1ee7a h\u00e3ng.<\/span><\/p>\n

\"\"<\/p>\n

V\u1edbi \u00fd t\u01b0\u1edfng v\u1ec1 m\u1ed9t cu\u1ed9c tranh lu\u1eadn gi\u1eefa chi\u1ebfc m\u00e1y Mac v\u00e0 m\u00e1y t\u00ednh \u0111\u1ec3 b\u00e0n th\u00f4ng th\u01b0\u1eddng, chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 gi\u00fap th\u1ecb ph\u1ea7n c\u1ee7a h\u00e3ng ngay l\u1eadp t\u1ee9c \u0111\u00e3 t\u0103ng 42% ch\u1ec9 trong n\u0103m \u0111\u1ea7u ti\u00ean. Khi ng\u01b0\u1eddi d\u00f9ng v\u1eabn c\u00f2n kh\u00e1 b\u0103n kho\u0103n v\u1ec1 hi\u1ec7u qu\u1ea3 c\u1ee7a m\u1ed9t chi\u1ebfc m\u00e1y t\u00ednh x\u00e1ch tay m\u1edbi nh\u01b0 Mac, th\u00ec chi\u1ebfn d\u1ecbch Get a Mac \u0111\u00e3 gi\u00fap Apple gi\u1edbi thi\u1ec7u v\u1ec1 m\u00e1y Mac m\u1ed9t c\u00e1ch \u1ea5n t\u01b0\u1ee3ng, th\u00f4ng minh nh\u1ea5t.<\/span><\/p>\n

Vi\u1ec7c Apple l\u00e0m \u0111\u00e3 \u0111\u00e1nh \u0111\u00fang v\u00e0o t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng. \u0110\u1eebng \u0111\u01a1n gi\u1ea3n cho r\u1eb1ng s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n c\u00f3 v\u00e0i \u0111i\u1ec3m n\u1ed5i b\u1eadt v\u00e0 c\u1ed1 \u201cnh\u1ed3i nh\u00e9t\u201d v\u00e0o \u0111\u1ea7u kh\u00e1ch h\u00e0ng \u00fd t\u01b0\u1edfng \u0111\u00f3 theo ki\u1ec3u b\u1eaft h\u1ecd ph\u1ea3i tin theo. H\u00e3y t\u00ecm c\u00e1ch gi\u1ea3i th\u00edch, \u0111\u01b0a ra nh\u1eefng l\u1ee3i \u00edch c\u1ee7a s\u1ea3n ph\u1ea9m theo h\u01b0\u1edbng m\u00e0 ng\u01b0\u1eddi d\u00f9ng mu\u1ed1n.<\/span><\/p>\n

\u00a0<\/span>Volkswagen: Think Small<\/b><\/h3>\n

\u00a0<\/span>Khi nh\u1eafc \u0111\u1ebfn chi\u1ebfn d\u1ecbch marketing c\u1ee7a Volkswagen, nh\u1eefng chuy\u00ean gia nh\u1eadn \u0111\u1ecbnh r\u1eb1ng \u0111\u00e2y ch\u00ednh l\u00e0 ti\u00eau chu\u1ea9n v\u00e0ng cho m\u1ecdi chi\u1ebfn d\u1ecbch marketing kh\u00e1c. Chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u01b0\u1ee3c t\u1ea1o ra v\u00e0o n\u0103m 1960 \u0111\u1ec3 tr\u1ea3 l\u1eddi cho c\u00e2u h\u1ecfi: L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 thay \u0111\u1ed5i quan \u0111i\u1ec3m c\u1ee7a m\u1ed9t ng\u01b0\u1eddi kh\u00f4ng ch\u1ec9 v\u1ec1 s\u1ea3n ph\u1ea9m, m\u00e0 v\u1ec1 c\u1ea3 m\u1ed9t nh\u00f3m ng\u01b0\u1eddi?<\/span><\/p>\n

\"\"<\/p>\n

\u00a0<\/span><\/i>C\u00f3 th\u1ec3 th\u1ea5y, ng\u01b0\u1eddi M\u1ef9 lu\u00f4n c\u00f3 xu h\u01b0\u1edbng mua nh\u1eefng d\u00f2ng xe l\u1edbn. Th\u1eadm ch\u00ed sau th\u1ebf chi\u1ebfn th\u1ee9 II, nh\u1eefng d\u00f2ng xe nh\u1ecf c\u1ee7a \u0110\u1ee9c v\u1eabn kh\u00f4ng h\u1ec1 \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng. V\u1eady chi\u1ebfn d\u1ecbch c\u1ee7a Volkswagen \u0111\u00e3 l\u00e0m g\u00ec? H\u00e3ng \u0111\u00e3 \u0111\u00e1nh \u0111\u01b0\u1ee3c v\u00e0o s\u1ef1 k\u00ec v\u1ecdng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng, \u0111\u00f3 ch\u00ednh l\u00e0 s\u1ef1 trung th\u1ef1c c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. You think I\u2019m small? Yeah, I am (B\u1ea1n ngh\u0129 t\u00f4i nh\u1ecf b\u00e9 sao? \u0110\u00fang, t\u00f4i l\u00e0 v\u1eady \u0111\u00f3).<\/span><\/p>\n

\u00a0<\/span>Volkswagen \u0111\u00e3 mang \u0111\u1ebfn m\u1ed9t b\u00e0i h\u1ecdc qu\u00fd gi\u00e1 cho c\u00e1c doanh nghi\u1ec7p qua chi\u1ebfn d\u1ecbch marketing c\u1ee7a m\u00ecnh. Kh\u00e1ch h\u00e0ng c\u00f4ng nh\u1eadn, tr\u00e2n tr\u1ecdng s\u1ef1 trung th\u1ef1c c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. V\u1eady n\u00ean, d\u00f9 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty b\u1ea1n l\u00e0 g\u00ec, h\u00e3y gi\u1edbi thi\u1ec7u, b\u00e1n n\u00f3 \u0111\u00fang v\u1edbi b\u1ea3n ch\u1ea5t th\u1eadt c\u1ee7a n\u00f3.<\/span><\/p>\n

\u00a0<\/span>De Beers: A Diamond is Forever<\/b><\/h3>\n

\u00a0<\/span>N\u0103m 1999, h\u1eb3n kh\u00f4ng m\u1ed9t ng\u01b0\u1eddi ph\u1ee5 n\u1eef n\u00e0o ch\u01b0a nghe \u0111\u1ebfn c\u00e2u n\u00f3i n\u1ed5i ti\u1ebfng c\u1ee7a Agency AdAge \u201cA Diamond is Forever\u201d (Kim c\u01b0\u01a1ng ch\u00ednh l\u00e0 s\u1ef1 v\u0129nh c\u1eedu). Chi\u1ebfn d\u1ecbch marketing n\u00e0y \u0111\u01b0\u1ee3c t\u1ea1o ra v\u00e0o th\u1ebf k\u1ec9 20, mang \u0111\u1ebfn cho ng\u01b0\u1eddi d\u00f9ng m\u1ed9t c\u1ea3m gi\u00e1c r\u1eb1ng, \u0111\u00e1m c\u01b0\u1edbi s\u1ebd kh\u00f4ng th\u1ec3 tr\u1ecdn v\u1eb9n n\u1ebfu thi\u1ebfu \u0111i m\u1ed9t chi\u1ebfc nh\u1eabn kim c\u01b0\u01a1ng.<\/span><\/p>\n

\"\"<\/p>\n

\u00a0<\/span>B\u1eb1ng chi\u1ebfn d\u1ecbch marketing n\u00e0y, h\u00e3ng De Beers \u0111\u00e3 ch\u1ee9ng minh r\u1eb1ng m\u00ecnh kh\u00f4ng c\u1ea7n ph\u1ea3i tham gia v\u00e0o m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 c\u00f3 s\u1eb5n, h\u1ecd s\u1ebd t\u1ef1 t\u1ea1o ra th\u1ecb tr\u01b0\u1eddng cho ri\u00eang m\u00ecnh. Chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 bi\u1ebfn chi\u1ebfc nh\u1eabn kim c\u01b0\u01a1ng, m\u1ed9t s\u1ea3n ph\u1ea9m xa x\u1ec9 tr\u1edf th\u00e0nh th\u1ee9 c\u1ea7n thi\u1ebft b\u1eadc nh\u1ea5t cho c\u00e1c cu\u1ed9c h\u00f4n nh\u00e2n.<\/span><\/p>\n

\u00a0<\/span>\u0110i\u1ec1u n\u00e0y cho th\u1ea5y, vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t chi\u1ebfn d\u1ecbch marketing hi\u1ec7u qu\u1ea3 s\u1ebd t\u1ea1o cho ng\u01b0\u1eddi d\u00f9ng c\u1ea3m gi\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u00e0 b\u1ea1n \u0111ang cung c\u1ea5p l\u00e0 m\u1ed9t trong nh\u1eefng th\u1ee9 b\u1eaft bu\u1ed9c ph\u1ea3i c\u00f3 trong cu\u1ed9c s\u1ed1ng c\u1ee7a h\u1ecd.<\/span><\/p>\n

Procter & Gamble: Thank You, Mom<\/b><\/p>\n

\u00a0<\/b>Kh\u00f4ng g\u00ec l\u00e0 kh\u00f4ng th\u1ec3, Procter & Gamble \u0111\u00e3 khi\u1ebfn cho h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi ph\u1ea3i r\u01a1i n\u01b0\u1edbc m\u1eaft ch\u1ec9 nh\u1edd m\u1ed9t \u0111o\u1ea1n phim trong chi\u1ebfn d\u1ecbch marketing c\u1ee7a m\u00ecnh. Kh\u00f3 ai c\u00f3 th\u1ec3 ngh\u0129 m\u1ed9t qu\u1ea3ng c\u00e1o m\u1eb7t h\u00e0ng ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 g\u00e2y x\u00fac \u0111\u1ed9ng m\u1ea1nh \u0111\u1ebfn nh\u01b0 v\u1eady.<\/span><\/p>\n

\"\"<\/p>\n

\u00a0<\/span>B\u1eb1ng vi\u1ec7c khai th\u00e1c t\u00ecnh c\u1ea3m gia \u0111\u00ecnh, Procter & Gamble \u0111\u00e3 ch\u1ea1m \u0111\u1ebfn tr\u00e1i tim c\u1ee7a kh\u00e1ch h\u00e0ng. H\u00e3ng \u0111\u00e3 quy\u1ebft \u0111\u1ecbnh k\u1ec3 c\u00e2u chuy\u1ec7n ph\u00eda sau th\u00e0nh t\u00edch c\u1ee7a c\u00e1c v\u1eadn \u0111\u1ed9ng vi\u00ean Olympic, \u0111\u00f3 ch\u00ednh l\u00e0 nh\u1eefng ng\u01b0\u1eddi m\u1eb9 lu\u00f4n gi\u00fap \u0111\u1ee1, nu\u00f4i d\u1ea1y v\u00e0 y\u00eau th\u01b0\u01a1ng h\u1ecd. V\u00e0 t\u1ea5t nhi\u00ean, s\u1ea3n ph\u1ea9m c\u1ee7a Procter & Gamble ch\u00ednh l\u00e0 d\u00e0nh cho nh\u1eefng ng\u01b0\u1eddi ph\u1ee5 n\u1eef, nh\u1eefng ng\u01b0\u1eddi ph\u1ea3i th\u1ef1c hi\u1ec7n m\u1ecdi c\u00f4ng vi\u1ec7c n\u1ed9i tr\u1ee3.<\/span><\/p>\n

\u00a0<\/span>Qua s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a Procter & Gamble, c\u00f3 th\u1ec3 th\u1ea5y y\u1ebfu t\u1ed1 c\u1ea3m x\u00fac, gia \u0111\u00ecnh s\u1ebd th\u00fac \u0111\u1ea9y ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng m\u1ed9t c\u00e1ch nhanh ch\u00f3ng. V\u1eady n\u00ean, h\u00e3y t\u00ecm c\u00e1ch \u0111\u1ec3 \u0111\u01b0a ra m\u1ed9t c\u00e2u chuy\u1ec7n \u0111\u1ee7 kh\u1ea3 n\u0103ng truy\u1ec1n t\u1ea3i c\u1ea3m x\u00fac cho s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh.<\/span><\/p>\n

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