Quy trinh mua hang true tuyen va giai phap Intemet Marketing n h ^ tang doanh thu ban hang online
Nguyfe Phan Anh Trirang Dai hgc Thirong Mai
Ngay nay intemet da lam thay ddi dang kg ve hanh vi mua hdng eua ngudi mua, each Ihiic tim kig'm thdng tin ciia ngudi mua, cdng nhu phuong thiic ban hang ciia ngudi ban. Dieu nay lam eho eae doanh nghiep tren thg gidi phai nhanh chdng budc vdo ky nguygn marketing true luygn va ap dyng chidn lupc ehuygn ddi sd trong doanh nghiep hoac ndu khdng, hp se bj bd lai phia sau.
l.Mdflau
Cung theo thdng ke ciia hang Statista.com, tinh den thdng 10/2019, Faeebook la edng cy mang xd hdi Idn nhdt thd gidi vdi khodng 2,4 ly ngudi diing trgn loan cau, trong khi dd Youtube ed khodng 2 ly ngudi sil dyng, cdc vi tri tiep theo thude ve WhalsApp, Faeebook Messenger, Inslagram deu la ling dung thude sd hiju eiia Faeebook (My), sau dd Id cae ling dyng nhu WeChat, QQ, TikTok... la cdc ung dung thude cdc edng ty edng nghg Tmng Qudc vdi so lupng su dung cung len tdi hang ty ngudi diing. Hon 80%
lupng buy cdp vao ede lo^i mang xa hdi hoac ede website mua bdn hdng hda, dich vu deu dd'n tir dign thoai di ddng thdng minh hoac thiet bi di ddng cd ket ndi Internet. Mdt lan ntia tai khdng djnh vdn dg Id hanh vi eiia khdeh hdng da thay ddi rat rd ret.
mob 1. Dv Mo dORDh tba ban le ti irr tny^n thi giM, 2017-2023 Retail Ecommerce Sales worldwide, 2017-2023 trillions, % change and % of total retail sales
• % change
2019 2020 sates
% of total retail sales
Note, includes products or services ordered using ttie internet via any device, regatdless of the method of payment or fuirniment, excludes travel and event tickets, payments such as bill pay. taxes or money tiansfers. food setvKes and dnnking place sales. gamOIIng and other vice good sales Soun:e'eti/larketer. May20i9
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Theo thdng kd ciia hang ngbign cuu thi trudng eMarketer, nam 2019 doanh thu ban Ig loan edu dgt khodng 25 nghin ty dd la My va dy kidn tiep tyc tang Irudng tren todn cdu trong nhiing nam tigp theo. Trong dd doanh thu ban Ig true tuydn (thuong mai dien tii) dat khoang 3,53 nghin ly dd la My. Du dodn nhirng nam tigp theo doanh thu thuong mai di$n tii tren todn cau tiep tuc phdt trign vd tang trudng. Thuong mai di^n tu tiep tye gia tang gid tri va la phuong thiie bdn hdng quan trong dg doanh nghigp cd the tiep can thi trudng toan cau va loan qudc mdt each de dang.
Thii hai: tai Viet Nam, theo thdng ke cd tdi 95%
doanh nghigp vira va nhd sii dyng it nhdt mdt edng cu Intemet Marketing dg tiep can khach hang, qudng ba thuong hieu hoac tang doanh sd ban hang. Nhung nhigu doanh nghiep vita va nhd thudng khdng thanh cdng hoac it thdnh cdng do van de tigp can marketing dudi gdc dp edng cu ma thidu tu duy ngn tang eiia marketing, hoae tidp can marketing theo md hinh efl, md hinh don le thay vi md hinh mdi tdng the va hdn hpp nhigu yg'u td ed tinh chat bd sung. Nguygn tde la chiing ta can lap ra mdt md hinh kinh doanh bgn viing, cd khd nang phat trien tau dai, ed tam nhin toan cdu vd cd sy thay ddi trong phuong thue tiep can khdeh hdng thi trudng the' gidi va thj trudng Vigt Nam.
va edn phdi am hieu vg hdnh vi mua, quy trinh mua hdng va qua trinh tae ddng ciia eae cdng ey marketing online vao tirng budc ciia hanh vi mua hang dd dg gia tang hieu qud marketing.
Thtr ba: thi tnrdng thuong mai dien lii Viet Nam chiing kie'n cu xay chdn vd nit lui khdi thi trudng ciia nhung nhd ban le Idn nhu Adayroi.com eiia tdp doan Vingroup (Viet Nam), Lotte.vn eiia tap doan Lolte (Han Qud'c) va Robins.vn eiia tap dodn Robins (Thdi Lan). Nhimg thue td nay da dat ra van dg edn phdi nghien eiiu hdnh vi mua ciia khdch hdng va tac ddng eua cac edng eu marketing online nhdm tang hieu qua bdn bdng cho doanh nghiep va nhung ngucri ban hang online.
NGHIEN c u u
RESEARCH
2. Mo hinh mua hang trirc luyen cua khach hang
irmli 2 Mn buih vAng lion 08 binrc liaag lianli \i mua cua khacli lilng
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Nguon. NgluEQ ciiu ciia lac gia
i) Nhan Ihiic: Budc ddu tign se la "nhan Ihiic" — lam cho khaeh hang bidt den sdn phdm nay, biet ddn trdn thi trudng cd san phdm nay dang dupe ban, it nhdt Id nhu thd da. Nhdn Ehiie d day la ed the bidl dupe ten cua sdn pham, bigt dupe la tren thi trudng ed tdn tai san pham hoae dich vu nhu vdy md khdeh hang dang tim kiem.
ii) Tim kiem: Sau khi biet dupe thdng tin xong, thdng thudng hanh vi tiep theo eiia khdeh hdng se la tim hieu them thdng tin vg sdn pham, dieh vy, thdng tin ve ngudi bdn, thdng tin vg gia ed w... cdc thdng tin ndy thudng dupe thg hien qua cac djnh dang "market- ing bdng ndi dung sd" eu thg la hinh dnh, video, bai viet, danh gia eiia khdch hdng, thdng tin md ta ve sdn phdm, ede tinh nang eiia sdn pham... Ddng thdi, khaeh hdng tigm nang cita ban eung dang tim kiem thdng tin eua ddi thii vdi doanh nghiep ciia ban.
xiii) So sanh: Khaeh hang so sanh cdi gi? Ve eobdn qua trinh so sanh eiia khdch hdng vg sdn pham, dich vu, gid bdn, chuong trinh khuye'n mai, chdt lupng djch vu, uy tin thuong hieu eiia ngudi bdn hdng, thdng tin eiia khach hang da mua trudc dd... Khach hang ludn mudn tdi uu hda lpi ich ciia minh, ne'u sdn phdm, gid, chinh sdch ban hang, dieh vy khdeh hang va nhan vien tu van bdn hdng online hoac offline dgu cd thg anh hudng dg'n ehinh Ipi ieh eiia hp.
iv) Lya chpn: Tuc la khach hdng sau khi so sdnh nhieu ye'u td, ngbign eiru nhieu thu, hang cang dat thdi gian ra quyg't dinh mua cang lau vi khach hang edn nhigu thdng tin dg ra quyg'l djnh. Khach hang se lua chon tdi uu nhal eho hp, ed thg Id tdng hoa ciia nhieu yeu to hoae ehi can mpt yeu td noi bat xuat sdc nhat la ban cd thg ban duoc hang.
v) Mua hang: Bude nay khaeh hdng se nhdn duoc hang sau khi edn dong do dem nhieu san pham khdc nhau, nhieu thuong hieu khdc nhau, nhigu nha bdn le khdc nhau (B2C) hoac nhidu nha eung cap khdc nhau (B2B). Cdc dieh vu lien quan den thanh todn, giao vdn,
5 2 KINH Tfi CHAU A - THAI BINH DuaNG <THANC 1 / ZOZO
bdo hdnh trong qud trinh giao hdng cdn het siic luu y- vi) Kinh nghiem: Sau khi mua hang thi thdng thudng Id khdeh hang cb thg sg su dung san phdm/
dich vy ngay va ludn hoae cd the dg sau mdi sir dyng.
Trudc va trong, sau qua trinh sii dung san pham hoac djch vu khach hang ed the ed nhung edm nhan, ddnh gid, nhan dinh rigng vg san phdm, dich vu hodc Id cd hai. Trong ngdn ngu marketing ehting la thudng gpi dd la qua trinh trdi nghiem vd sau trai nghiem se tao ra kinh nghiem. Va khaeh hang se ed nhan xet ve sdn phdm vd dich vy theo kinh nghiem eiia ban thdn, ed the hdi Idng hodc khdng hai long, hai Idng d cae miic dd khac nhau. Neu hai Ipng d miie dd cao, khaeh hang cd the se se tigp tye mua thgm sdn phdm hoac tai mua sdn pham ne'u sdn phdm dd Id san phdm tigu diing hao mdn hoac se chia se thdng tin dd cho ben thir ba khac thong qua mang xd hdi hoac la thdng qua each trye tie'p. Ndu khdng hai Idng ve ehdt luong san phdm, chdt lupng dich vy hoac ca hai Ihi khdch hdng se ed trai nghiem tdi te va lao ra phdn img khdng tdt eho cd khdch hang lan doanh nghiep/ thuong hieu eiia ban. Vi hign nay cdc phdn hdi eiia khach hang du tdt, dii xdu cung dgu dupe edng khai tren mang xa hOi hoae ede edng cu ddnh gid dac thti ciia nganh, vi du nhu du lich Ihi cd dich vy tripadvisors ehdng ban.
vii) Duy tri vd tmng thanh: ed nhieu khdch hdng sg duy tri vd tmng thdnh vdi thuong hieu dd trong mOt thdi gian ddi hoac rat ddi ndu sdn phdm van tidp luc lam eho khdch hdng thda man va dap ling cac yeu cau tir co ban ddn nang cao eiia khdch hang. Hp se tie'p tye lai mua sdn pham, lieu dung nhu mdi thdi quen, yen tam su dung san pham va khdng mat th61 gian tim kiem san pham khac thay thd. Nhung cae doi thil tren thi tnrdng eung rdt manh, ai cung mudn danh giai thi phan, gia tang thi phdn eho minh.
ix) Tmyen mieng: ddy Id thudt ngtr ndi rdng hdnh vi eua khdch hang se di ndi vdi ngudi khac bdng cdc edng ey vd hinh thue khde nhau. Thdng thudng Ihi nhieu ngudi, nhieu khdeh hang sg chia sg trdi nghiem ciia hp vg sdn phdm va dieh vu ma hp da sii dyng khi dupe hdi y kien hoae can sy hd trp eiia ngudi than, hoae dupe khuydn khich, v.v... Neu lam cho hp hdi long 10, hp sg ndi tdt vg ban 1 va cung chi ed mdt vai ngudi ndi tdt. Nhung neu lam eho ho khdng hai long 1, hp se ndi xau vg ban 10 va sd lupng ngudi ndi dung su that (lan truygn thdng tin khung hoang) trgn m?ng Intemet ngay nay eung rdt nhigu.
3. Quy trinh mua hang tire tuyen & hoat Opng mar- keting tirong ung
each tie'p can ciia md hinh hay so dd nay la img vdi mdi budc, m&i giai doan ciia qua trinh mua hdng thi se cd cdc ky thuai Intemet Marketing tuong ung va ling vdi mdi cdng ey, ky thuat Intemet Marketing dd se d^t cac myc lieu Imygn thdng, ban hang va doanh thu nhu the nao.
Hinb3. CJcglRldo^quA liiulimua bang-Clic nivc tien Iruyra thong maiiiellng - Kf (buai iDtemetMaikrllng te giu Oo^
Giai doan (bude) 1: Nhdn bidt. Vi khach hang chua biet, ngn mye lieu la phai tao ra su nhan bidt cho khdch hdng, nhan biet vg digu gi, vg sdn phdm, dich vy, thuong higu... nhimg thdng tin ca bdn nhdt ma mdt khdeh hdng edn bidt neu nhu tim kigm ve san phdm Ldm sao dg tao ra su nhdn biet Ban cd the sii dung ede loai hinh va edng cy qudng true tuyg'n nhu qudng edo hign Ihi tren bdo chi, trang tin, qudng cao hign thj qua ede he thdng hign thj nhu Google Ads hign thi, Faeebook Ads Audience Network, viet bdi quang cao/ PR cho thuong hieu, sii dung mang xa hdi Faeebook, Youtube... dg gidi thidu san phdm.
Giai doan (budc) 2: Nhdn bidl nhu edu, phat sinh nhu edu: Sau khi bidl dupe Id cd san pham va dich vy nhu vay trgn thi trudng (\a ddi khi trong nhieu trudng hpp khach hang khdng biet cd san phdm dich vu dd tren thi tnrdng, hoac khdng nhan ra nhu cdu cua minh vi nhu cdu chua dupe khai phd, chua dupe giao dye, dinh hudng). Thi edn phai day len mdt budc niia la giiip khach hang nhan ra nhu edu va phdt sinh nhu edu lieu dting, sii dyng sdn pham, dich vu dd mye lieu Imygn thdng quang cao liie nay la phai xay dung dupe dinh vi thuong hieu, cung cdp duoc ddy dii va xuat sdc, sang tao, dn tupng nhdt, dem lai cho khach hang edm thdy sdn pham cd nhiing dae linh tuygt vdi va la mdt gidi phdp tdt nhdt eho khaeh hang ngay tai thdi digm ndy Doanh nghiep va ngudi bdn hang cd thg sii dyng cdng cu website eiia doanh nghiep, trgn website cd bdi vidt md la vg sdn phdm (chdt lidu, kich thude, mdu sdc, cdch su dung, each bao hanh...), bai ddnh gid, ed hinh dnh tdt vd tmng thuc, eo video de gia tang miic dp tudng tupng va hinh dung (de hon cho khdeh bdng trong qua trinh ra quydt dinh mua);
edng ey Google Ads tim kidm, cdng cu SEO web cung la mdt cdng cu luyei vdi cho giai doan nay, cae edng eu online ho trp cho khach hang cd thg dg dang danh gid (review tools), cdc edng cy qudng cao hign thj dang hinh anh bode dang video deu ed the cdn nhdc sir dyng trong giai doan ndy.
Giai dogn/ bude 3: Tim kigm nha cung edp, ngudi ban hdng. Giai doan nay cd dn chua mdi bude trong
so do "vdng trdn 8 budc" trong quy trinh mua hdng cua khdch hang trye luyg'n la "so sanh". Thuc chat qua trinh tim kiem nha cung cap hoac ngudi bdn hang la mdt qua trinh khdeh hdng se tim kidm vd so sanh dg tdi uu lpi ieh cho minh.
Tim kiem vd so sanh: tim kidm san phdm/ djch vy thay thg, khdng chi tim kigm nhd eung edp hoae ngudi bdn bdng khac ma cdn tim kiem sdn phdm vd dich vy thay thg (ng'u ed) dg cd thdm nhigu thdng tin. Luc nay khach hang sg tim hieu thdng tin vg san phdm, dieh vy, gid ban, chidt khdu, ehuong trinh bdn hdng, quy each phye vu va bdn hang, chuong hinh hd trp trong va sau bdn hang v.v... Neu khdn ngoan, khach hang cd thg lap bang excel ma Iran lpi ieh hoae chay cdng thirc de tinh tdng gia tri ma khach hang nhdn dupe.
Khdeh hang tim kig'm vd so sdnh, ddt cau hdi cho ngudi ban hang vg nhiing dieu ma hp quan tdm Mye tieu marketing tmyen thdng: Tao ra vi the ddn ddu.
Tire Id luc nay ban cdn eho khaeh hang higu va tin rdng lua chpn sdn pham, dich vu ciia ban Id digu tdt nhdt, ban la ngudi gidi nhat vg linh vyc nay (xgt trong mpt pham vi hep), ban cung giup khdch hdng Idi uu dupe lpi ieh ndu nhu sii dung san pham/ djch vu ciia ban. Cdng cy Internet Marketing: ban ed thg sii dyng ede edng cu nhu website vdi cdc ndi dung va chi ddn xuat sdc, kgm them eae thdng tin vg ngudi ndi tieng, chuyen gia da danh gia vg san phdm, cdc minh chiing tin eay ciia bgn thir ba uy tin khdc. Ban cung cd thg sii dung cdc dieh vy eiia ede bgn tmng gian, bgn thii ba ddnh gid. Ban cdng can phai tao ra eae ndi dung so sanh mdt edeh khdn ngoan (trdnh so sanh true lie'p vi quang cao so sanh true tidp bi cam va khdng duoc lich sy ldm) dg ngu bat diem manh nhdt eiia ban (USP — Unique Selling Points), cdc cdng ey qudng cao tim kiem trd phi hodc tim kidm ty nhien ciing vdi cdng eu danh gid sdn phdm dich vy vdn dupe sir dung tdi uu tai day. Ngoai ra ban eOng can phdi chudn bi ede bdng bdo gid, hop ddng, catalogue dien tir... (trong bd sales-kit chudn) de sdn sdng giii thdng tin them eho khdch hang.
Giai doan 4 (Bude 4): Danh gid vd lua chon. Giai doan nay khdch hdng sg danh gia ehi tigt va can dong do dg'm timg lpi ich (ne'u la don hang Idn, vi dy nhu dan hang B2B) hoac la xem xet cae yeu td ciia eae don vi bdn hang chao gia, bao gia hoae the hien tren website eiia minh (B2C, C2C). Sau dd thi khach hang sg phdi ra quyet dinh mua hang. Lue ndy ngudi ban hang phai ed phuong an hay giai phdp Imygn thdng hd trp eho khdch bang trong qua trinh ra quyg't dmh mua hang. Giai phap Intemet Marketing can sir dyng la eung cap them nhigu nhung thdng tin quan trong, chig'n lupe gia, giam gid, chig't khdu, qua tang, ehuong trinh khuye'n mai, eho phep diing thir, dich vu giao hang mign phi, cho phep ddi Ird v.v... thdng qua cac thdng tin trgn website va cac edng cu Internet Marketing khdc.
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