TAP CHi CONG THlfdNG
NANG CAO HIEU QUA KINH DOANH CHO DOANH NGHIEP BANG CAC CONG CU
MARKETING TREN NEN TANG INTERNET
• NGUYIN THI KIM NGAN
TOM TAT:
Vdi toe do cong ngh6 intemet bung n6 nhanh chong nhiT hidn nay thi vide li/a chon hinh thii'c marketing onhne thUc sir la mpt stf lira chon diing dan vk hidu qua cho hoat dong kinh doanh cua doanh nghidp. Bai viet phan tich v^ dUa ra cac giai phap giiip doanh nghiep nang cao hidu qud hoat dong kinh doanh bling cac cdng cu marketing trdn n^n tSng internet.
Tif khda: Internet, cong cu marketing, hidu qua kinh doanh, marketing online.
l.DgtvS'ndl
Hien nay, da phan cac doanh nghiep nao cung tao ra nhffng san pham co chat lu'dng, gia ca tu'dng tiT nhau. Tuy nhien, de co the ton tai va phat trien diTdc tren thi tru'dng, cac doanh nghidp can phai trang bi cho minh chie'n luoc marketing hdp Iy.
Viec xay difng chie'n lifdc marketing se giup cho doanh nghiep tra ldi cac cau hoi: nhu cau thi tru'dng la san pham nhu" the nao? Lu'dng cau la bao nhieu?
Kha nang chi tra cua khach hang d mi?c nao? Lam the' nao de san pham dd'n du'dc tay khach hang mpt each thuan ldi va nhanh chong nha't?... NhUng cau tra Idi nay da gan kd't hoat dong kinh doanh cua doanh nghidp vdi thi tru'dng, gop phan dam bao cho san pham cua doanh nghidp san xuat ra co the tieu thu du'dc, phat trien hoat dgng doanh nghiep, giup doanh nghiep lifa chon difdc phu'dng cham hanh d6ng cua minh.
Vdi to'c d5 cong nghe intemet biing no nhanh chong nhu' hidn nay thi vide liTa chon hinh thu'c marketing online thifc sif la mot sU lifa chon dung dan va hieu qua cho hoat dpng kinh doanh cua doanh nghiep. Marketing onhne gnip doanh nghidp thu hep khoang each vdi khaeh hang va doi tae. md rpng pham vi tie'p thi san pham, dich vu den nhieu ngifdi diing, tie't kidm thdi gian va to'i u\i hoa chi phi marketing.
2. Ly thuyd't c6ng cu marketing online Marketing 1^ tid'n trinh doanh nghiep tao ra gia tri cho khich hang va xay difng manh me md'i quan he vdi khaeh hang nham dat di/pc nhffng giS tri tif nhffng phan ffng etia khaeh h&ng {Philip Koler, 2007).
Marketing online la qua trinh tao lap ke' hoach ve san pham, gia, phan phoi va xuc tid'n ddi vdi san pham, dich vu va y tu'dng de dap u'ng nhu cau ciia td chtfc va ea nhan difa tren nhiJng phu'dng tien didn tit va intemet (Philip Kotler, 2007).
2.1. Cdc cong cu marketing online thong dung Khi lifa ehpn marketing online, doanh nghiep co cd hdi lifa ehpn ra't nhieu edng cu khac nhau de quang ba sdn pham/dich vu v^ xay duhg thffdng hidu cua minh. Moi edng cu se mang iai gia tri hi?u qua khac nhau trong vide tiep can khach hang uem nang va thffdng hidu cua doanh nghidp.
SEM (Search Engine Marketing): la mot hinh thffe quang cao co tra phi nham tang kha nang hien thi website ciia doanh nghiep trdn c^c trang kdt qud cua cdng cu tim kid'm nhffng Google, Yahoo vk Bing,...
SEO (Search Engine Optimization): t^ long h0p cac giai phip nham nang cao thff hang tif khda va website cua mpt doanh nghiep trong trang ket qua tim kid'm tff nhidn cua cac cdng cu tim kid'm.
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KIIIH DOANH
Email Marketing: la mdt trong nhffng each marketing online hffdng de'n cac khaeh hang tiem nang cua doanh nghiep, co kha nang chd't sale cao nha't. Thdng qua vide nam bat cac thdng tin va nghien cffu nhu cau cua khich hing, eic doanh nghiep se s^ dung phffdng thu'c emaU marketing de qudng hi san pham, dich vu cua minh de'n dia chi email cua khich h&ng va keu gpi hp dau tff.
Social Marketing: \k hinh thffe dang tai quang cao, viral thffdng hidu dffdi nhi^u dang khac nhau, nhff: Video, hinh anh, bai dang ndi dung ha'p dan, kdu gpi sff tffdng tac cua ngrfdi dung,... trdn cic mang xa hdi nhff Facebook, Youtube, Instagram,...
d^ liep cSn vdi khaeh hang tiem nang. Theo bio cio State of Social 2019 eiia Buffer, Facebook dang la kdnh marketing dffde eac doanh nghidp Iffa chon vdi 81%, YouTube xep thff 2 vdi 62% va Instagram xep thff 3 vdi 57%.
Mobile Marketing: bao gom vide td'i ffu hda trang web de' hien thi td't hdn, quang cio push va banner trong eac ffng dung hay tro chdi de khuye'n khich ngrfdi diJng eai dat ffng dung hoac suf dung SMS d^ gffi cho khach hang tiidng tin san pham, chffdng tnnh khuye'n mai,...
2.2. Do ItHtng hifu qua cua marketing online Vdi ngrfdi lam marketing, dieu drfdc quan t^m h&ng dau la cam kd't cua nha cung cap dieh vu nhrf thd'nao? Thffde do nao dinh gia chie'n dich thanh cdng hay khong?
Ta't ca deu dffde the hien qua cae chi so' (KPIs - Key Performance Indicators) danh gia hidu qua ciia mdt ehid'n dich tmyen thdng trrfc tuyd'n theo tifng kenh trien khai sau day:
Qudng cdo Google Adwords
Bdn cha't cua quang cao Google Adwords ta tinh chi phi tiieo Irfdng click vao quang eao va khaeh hang chi phdi trd tien cho nhffng click hdp Id. Vi vay cam kd't so' Irfdng click td'i tiiieu dat dffde trfdng ffng vdi tffng linh vffc/tiidi gian/ngan sach qudng cio la bat bupe. Ngoai ra, cln quan tam cac chi sd' quan trpng khac: Lrfdt hie'n thi quang cio; Vi ti-i tmng binh eua qudng cao; Ty Id click/sd'lan hien tiii - CTK; Gii tt^ng binh/click.
SEO website
Cic chi sd' can quan tam: Vi tri website tren trang ke't qua tim kid'm ta nhien cua Google vdi tff khda ti/dng fftig; Tff khoa SEO drfdc lifa chon cd bao nhieu Iffdng tim kid'm/tiiang; Lrfdng traffic tff Google ve website ffng vdi tff khda SEO la bao nhidu/ngay/tiiing; Thff hang Alexa website tiiay
doi nhff th^ nao so vdi thdi diem trffdc khi lam SEO;
Page rank website thay doi nhrf die nao so vdi thdi di^m trrfdc khi lam SEO; Website da drfdc td'i rfu nhffng gi; Website cd bao nhidu back Imk, back link dd d nhffng dau.
Email Marketing
Cac chi so' can quan tam: Sd' Iffdng emaU gffi di Ihanh cong hoac so' Iffdng email md; So' Iffdng click vao link email; So' Iffcfng ngrfdi tff choi nhan email;
Ty Id email vao inbox hoac vao spam.
Social Media - Truyen thong mang xd hgi Cic chi so' can quan tam: Sd' comment; Sd Irfdt view topic; So' comment tidu cffc; So comment ciia cac thanh vien uy tin; Tan suat tffdng tac/phan hdi trong ngay ciia topic.
Mobile - Telephone Marketing
Sd' Iffdng khach hang quan tSm sdn pham, dich vu; Bao nhidu khich hang dong y cung cS'p thdng tin lidn lac ca nhan; Bao nhieu khach hang khdng ed nhu cau; Chat Irfdng database khaeh hang nhrf thd'nao.
3. Giai phap giup doanh nghiep nSng cao hi^u qua hoat d$ng kinh doanh bang cac cong ci^
marketing trdn nen tang internet
Theo so' lieu thd'ng ke ciia Intemet Worid Stats dd'n quy 1/2020, so' ngffdi dung intemet Vidt Nam dffng thrf 14 tiong so' eac nffdc cd Iffdng ngrfdi dung intemet nhi^u nhat thd' gidi, khoang 68,5 tridu ngrfdi, day la mot con so' vd cung Idn. Vi vSy, viee tid'p can khich hang bang uitemet mang lai nhieu cd hpi cho doanh nghiep Viet Nam.
3.1. Ndng cap website
Website chinh la nen tang giup cac doanh nghidp bat dau hoat ddng ban hang tren Intemet va thu hut khaeh hang. Website can co giao didn dep mat, than thidn, bo' cue hdp ly, tinh nang dly dii, than thidn vdi ngrfdi diing. Ben eanh dd, website cdn phdi cung ca'p thdng tin cu the va day du, td'c dp tai trang nhanh, td'i ffU hda eho cdng cu tim kie'm v^
hi^n thi td't U-en mpi man hinh thie't bi, tiong do cd cae thid't bi di ddng. Website can cung ca'p cang nhieu thdng tin ha'p dan ve sdn pham, phan hoi cua khich hang, eung nhrf cap nhat thffdng xuydn eic chffdng Uinh khuyd'n mai,... Nhd dd, khi khach hang tmy cap vao website nhan drfdc nhieu thien cam va tin tifdng tang tiidm khd nang ra quyd't dinh mua hang.
Mdt website hidu qua phdi kd't nd'i drfdc vdi cac kdnh tiidng tin khac cua doanh nghidp nhff facebook, instagram, email,... de phd'i hdp rfu diem
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TAP CHi CONG THlfdNG
cua tat ca cac kdnh nay, giiip thoa man toi da nhu cau tim kid'm thdng tin ciia khaeh hang va ban hang hieu qud.
Nh^m tao srf ha'p dan manh me hdn ddi vdi ngffdi xem eho trfng chie'n djch qudng cao, doanh nghiep cd the sii dung Landing page - mpt tiang web ddn le vdi da dang cic hinh thffe giao didn - de xay drfng phdu ban hang va cd th^ sff dung de quang ba tren ta't ea eac cdng cu marketing onUne.
Trrfdng hdp doanh nghiep edn dan do ve mat ehi phi, ed the sff dung cac cdng eu tao lap website mien phi hoac co chi phi tha'p nhff: Moonfruit, Wix va Weebly,.. Chi phi xay drfng va duy tn cac loai hinh website nay dao ddng trong khoing tff 0 tdi 35 USD/thang va thrfdng da bao g6m gdi h§ trd khach hang.
3.2. SEO Website - Ndng cao thii hang website trin cdc cdng cu tim kie'm
SEO website giup trang web ciia doanh nghiep drfdc hien thi d nhffng vi tri dau ciia eac ke't qud tim kiem, tff dd giup khach hang de dang nhin tha'y va truy cap vao website ciia doanh nghiep. So vdi nhffng hinh thffe quang cao khac, viec thrfc hien mdt drf an SEO dai hdi se giiip doanh nghiep tie't kidm drfdc ri't nhieu chi phi va mang lai hidu qua trong thdi gian dai.
Vay lam sao de thrfc hien dffde mdt dff an SEO hoan chinh va mang lai hieu qua cao? Due kd't tff nhieu kinh nghiem, sau day la quy trinh ed ban trid'n khai mdt dff an SEO:
- Chon Irfa va phan tich tff khda: Day la bffde dau tidn va cung la brfdc quan tipng nhat de thrfc hien mdt dff an SEO. Cha't Irfdng cua bdng tff khoa dnh hrfdng toan bd d^n nhffng thao tic SEO sau nay. Can xac dinh ro nhu cau cua ngffdi dung la gi, xu hffdng tim kid'm dffde rfa chudng nha't va tff khda dd cd mang lai nhieu ldi ieh hay khdng.
- Cham chut cho ndi dung cua website: Google da trd ndn thdng minh hdn vdi vd sd' nhffng thuat toan dffa ra de sidt chat quy tac cho vide SEO.
Google ngay nay ffa chudng ndi dung ddc la, eha't, hffu ich vdi ngffdi dung. Ndi dung tao dffde tiuen cam vdi Google dong nghia vdi vide website cua doanh nghiep se drfdc danh gia cao hdn, thff hang cung se tang Idn theo tffng ngay.
- SEO website la mdt cdng vide phdi thrfc hidn lien tuc d^ ludn giff vffng thff hang tren edng cu tim kid'm. Ne'u dffng SEO mdt thdi gian thi khd ndng website se bi rdt hang, dong thdi se bj website cua cae doi thii canh tranh chie'm vi tri din dau. Cho
ndn, Cdng ty nen thud thdm mdt nhdn vidn chuyen ve mdng SEO website di cd the duy tri on dinh thff hang cua website, hay duy tri sff tid'p can vdi khich hang muc tidu.
3.3. VM- VideoMarketing
Video Marketing la hinh thffe si3: dung video, clip ngan trong marketing, thdng qua eac mang chia se video (facebook, youtube, instagram, tiktok....), dffde td'i rfu hda tim kiem giup doanh nghidp giJi thdng diep qudng cdo dd'n vdi khach hang. Video Marketing la cich lam social marketing Idi hai nhSft hien nay. Theo Buffer, cdng ty ehuyen phdt men cdng cu qudn 1;^ marketing tien mang xa hdi, 81%
ngffdi dffng bi thuyd't phuc mua cac sdn pham hodc sff dung dich vu khi xem video qudng ba ciia nhan hang. Nam 2018, 85% ngffdi eho bie't mudn xem nhi^u video eiia cac nhan hang hcfn. Vd khi can nhde giffa van bdn va video, 72% ngffdi mud'n chon xem video de tim hieu ve sdn pham.
Video cd the cung cap nhieu ndi dung thdng tin khae nhau. Do dd, de xay drfng chie'n Iffdc VM hi?u qud, tiiy theo dac diem san pham va muc dich marketing d tffng thdi diem, doanh nghiep can xdc dinh can xdy dffng loai video nao: video gidi thieu doanh nghidp, video cdm nhan khaeh hang, video quang cio sdn pham, hay video bin hang,...
Vide tao mdt video ngan ton khdng nhieu chi phi, nhffng tmyen tdi dffde rat nhieu ndi dung dd^n khach hang. Doanh nghidp eo the giao eho bd phan Marketing eua minh hodc thud cac Agency de tiiffc hien vide len y tffdng, xay drfng kich bdn vd dffng video. Chi phi thud Agency thrfc hien mdt video marketing gia dao ddng khodng 2-10 trieu dong.
3.4. Email Marketing
Email Marketing khdng phdi la cdng cu mdi md nhffng tim quan trpng eiia cdng cu ndy khong gidm di qua thdi gian. Email marketing giup doanh nghiep quang ba san pham, chay qudng cdo tie'p thj lai diing doi trfdng cho nhffng kdnh marketing online khdc, thu thdp thdng tin khich hang, tdng so'lln quay trd lai mua hangcfla khich hang va khie'n hp tid thanh khach hang tmng thanh cua doanh nghidp.
Dd' tidnh tid tiidnh spam email, doanh nghi?p nen chu ddng thu thdp cac danh sach email ciia khach hang tiem nang thdng qua vide dat form thu fliap email tidn website hoac chay qudng cdo facebook cho form dang ky email. Vide gii"! email ndn tiieo lieh cu thi, tranh gu'i 6 at. Npi dung etia email can dffde xdy dffng ky cdng. cd tinh hdp ly
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KINH DOANH
giffa email trffdc vd email sau de khdch hang nhan da cho tha'y sffc manh eiia marketing online dnh dffde nhieu gii tri nha't thay vi chi tap tmng bin hffdng rat Idn tdi doanh thu va Ipi nhuan ciia ede hang. Ngoai ra, doanh nghiep ed the nghidn cffu doanh nghiep.
xay dffng md hinh phdu ban hang bang email thdng Trdn day la mdt sd tiidng tm v l cac cong eu qua eic dieh vu gffi mail tff ddng nhff Getresponse, marketing online dffde danh gia cao bdi hidu qud Infusionsoft,... nhdm tff ddng hda vide ban hang, tuy tmyen thdng, dong thdi td'i ffu ve mat ehi phi. Tuy chinh email theo tffng phan khuc khuc khdch hang theo gia tri va khd nang etia doanh nghidp cung nhrf tiem nang va nam bat drfdc ke't qud phan tich dff nhu cau cua khdeh hang tiem nang, doanh nghiep lieu marketing vo cung chinh xic. can xac dinh dung nhffng mue tieu cu thd' can phdi
4.Ketlu§n dat dffde va van dung linh boat cdc cdng cu tren Ky nguydn cdng nghd 4.0 phdt trien manh me nham sii* dung ngan sdeh mdt cdeh td'i ifli •
TAI iMV THAM K H A O :
1. Philip Kotler (2017), Tiep thi 4.0 dich chuyen td truyen tho'ng sang cdng ngh? 'id. NXB Tre.
2. Philip Kotler (2007), Marketing cdn bdn, NXB Lao dong Xa hoi.
3. Truong Dinh Chie'n (2014), Qudn tn marketing, NXB Trrfdng Dai hoc Kinh te quoc dan.
4. Buffer (2020), State of Social 2019 Report, <https://buffer.com/slaie-of-social-2019>, xem 4/6/2020.
5. Internet World Stats (2020), Top 20 countries with the highest number of intemet users, <https://www.
inlemetwortdstats.com/top20.htm>, xem 4/6/2020.
Ngay nh§n bai: 5/6/2020
Ngay phan bi^n danh gia va si^a chffa: 15/6/2020 Ngay cha'p nhdn d^ng bai: 25/6/2020
Thong tin tdc gid:
ThS. NGUYEN THJ KIM NGAN Khoa Kinh td' Tai nguydn va Mdi trffcfng
TrUcfng Dgi hpc Tai nguydn va Mdi trfftfng Thanh phd' Ho Chi Minh
IMPROVING THE BUSINESS PERFORMANCE BY USING ONLINE MARKETING TOOLS
• NGUYEN THI KIM NGAN
Faculty of Natural Resources and Environment Economic, Ho Chi Minh City University of Natural Resources and Environment
ABSTRACT:
Online marketing is becoming an effective choice for businesses amid tiie current rapid growtii of the Intemet. This article analyses and provides solutions to help businesses improve their performance with online marketing tools.
Keywords: The Intemet, marketing tool, business performance, online marketmg.
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