T^p chi Khoa hoc DHQGHN, Kjnh te va Kinh doanh, T|p 29, Sd3 (2013) 61-67
T R A P D O I
Su dung cac cong cu quang cao hien dai a Viet Nam hien nay
Hoang Thi Bao Thoa
Trudng Dgi hgc Kinh ti - Dgi hgc Quoc gia Ha Ngi, 144 Xudn Thiiy, Cdu Gidy. Hd Noi. Viet Nam
Nhdn ngay 24 thang 5 ndm 2013
Chinh sua ng^y 29 thang 8 nSm 2013; chip nhan dSng ngay 12 thdng 10 nSm 2013 Tom lat: Bai viet tdp trung phan ti'ch thuc trgng cac hoat dpng marketing cua doanh nghiSp Viet Nam va ddnh giS nhitng uu diSm cung nhu han che ciia cac cdng cu quang cao truyen ihdng, tir dd de xuat mdt sd cdng cu quang cao hi€n dai ma doanh nghiep co the can nhac su dung de dat dupe hieu qua quang cao nhu f mudn, khi vin dk ngan quj danh cho marketing ndi chung va quang cao ndi ri€ng han hep.
Tir khoa: Cdng cu quang cdo truydn thdng, quang cdo hi$n dai, chi phi quang cao, hieu qua quang c5o.
1. D a t v i n de
Tai Viet Nam, hien nay Internet va cac iing dyng cdng ngh^ sd dang phat trien vugt bdc. Dd la nhung dieu kien thudn ipi de marketing sd phdi trifin tai Vi6t Nam va dugc xem nhu mpt trong nhirng giai phap marketing huu hieu.
Theo Trung tam Internet Viet Nam, tinh den thang 8/2012, Viet Nam cd hon 31 ttieu ngudi diing Internet, chilm 35,4% dan sd, vdi 66% su dyng Internet hang ngay. Internet se lac ddng rit Idn tdi kha ndng tiSp cdn thdng tin cung nhu hanh vi mua hdng online cita han 3 5 % dan sd Viei Nam. Theo bd Lee Yee Hew, Giam ddc diiu hdnh OgilvyOne Viet Nam: "Marketing sd Id kenh hieu qua cho ph^p bgn xac dinh ddi tugng muc ueu ro rdng vd cd the ddnh gia duoc.
Marketing sd rat linh hoat nen do la mpt uu
DT: 84-9
Email [email protected]
diem ddc bidt quan ttong trong thdi suy thodi.
Quan ttpng nhat, marketing s d x d tt'nh hai chieu giiip tao nen quan he tot hem vi thuang hieu quang cdo mang den cho ngudi tieu diing cam giac dugc Idng nghe va cho phdp hp tuy chinh nhiing ndi dung hg mudn xem" [ I ] .
2. T h u c t r a n g cac faoat d $ n g qudng cao d Viet N a m
Theo ket qua nghien ciiu thi trudng truyen thdng Viet Nam do TNS Media thuc hipn, tdng chi phi cho quang cao truyen thdng dgi chiing tai Viet Nam ndm 2011 dat 16.357 ty ddng, ttong do truySn hinh dat 8 1 % , tgp chi vd bdo dat 14%, quang cdo tren Internet dat 5%.
Theo Thdi bao Sai Gdn, ttong sd han 20.400 ty ddng quang cao tten cdc phucmg tien truyen thdng ma cac doanh nghiep chi nam 2012, truyen hinh chiem 18.246 ty dong, cdn lai la cac phuong tien khdc.
H.TB. Jhoa I Tgp dii Khoa hgc DHQGHN. Kinh leva Kinh doanh. Tap 29. SS3 (2013) 61-67
• Truyen hinh
I Tap chi, bdo
Hinh 1. Thdng ke chi phi miydn thdng dai chiing nam 20 H .
Ngudn: TNS Media. 2012. hnpi/flctnews.vn/horoe/Internei/TT/Mang-quang-cao-tu-dong-sap-soan-cho- banner/l 06465/index.ict
2.1. Qudng cdo truyin hinh
Thuc li. chira cd kenh thdng tin nao dat dugc mirc dp truyen thong tin nhanh, hieu qua va Idn nhu tniyen hinh. Trudc day. cac doanh nghipp cd the vucra tdi 90%, tham chi 9 5 % thi tnrdng muc tiiu cua minh chi thdng qua cjudng cao truyin Wnh. Tuy nhien. hien nay hieu qua Iruyin thdng khdng cdn dupe nhu vay bdi sy canh tranh va phan hda cac kenh truyen thdng.
Tren hit la. chi phi cho quang cao truyen fainh rdt ddt dd khiin cho viec tiep xiic vtji kenh truyen thong nay trd nen kbong khd thi vdi hdu
h i t cdc doanh nghiep nfad vd viia. Cfavra tinh chi pbi xay dung kich ban, dyng kich ban quang cao, ihuS ngudi mau ddt gia, d e c6 mat d cac khung gid vang quang cao. doanh nghiep phai bd ra tnmg binh tir 25-50 trieu/lan phat song tir 10-30 giay.
Chi phi quang cao truyen hinh trd nen vo ciing ddt dd dac biet la cac show truyen hinh true tiep, Icfaien cbo viec cpiang cao tren ttuyen hinh trd thanh san chcri chi danh cho cac tap doan kinh te vdi tiem luc tai chinh Idn.
Bang 1: Bieu gia quang cao truyen hinh Viet Nam (dem vi rinh: VND/TVC)
STT Khung gid Dieu giai Gia qua ng cap
15 giay 20gjay Kenh VTVI
1 18b45-19h00 2 19h50-20h00 3 20h00-21hO0 Kenh VTV3 1 19h50-20b00 2 20h00-2lh00 3 21h20-22h20
Trudc ban tin thdi sir 19h Sau ban tin the tiiao 24/7- catuan
Phim truyen
15.000.000 27.500.000
18.000.000 22.500.000 30.000.000 33.000.000 41.250.000 55 000.000 15.000.000 18.000.000 22.500 000 30.000.000 Sau ban tin the thao 24/7 32.500.000 39.000.000 48.750.000 65.000.000 Trong chmmg trinh giai m' 30.000.000 36.000.000 45.000.000 60.000.000 Trong phim 30.000.000 36.000.000 45.000.000 60.000.000 SguSn: Thdng bao sd 1658/TB-QC, E>ai Truyin Mnh Viet Nam.
H T.B. Tlioa I Tap chi Khoa hgc DHQGHN, Kinh teva Kmh doanh. Tap 29, So 3 (2013) 61-67
Bang 2: Biiu gia quang cao chucmg trinh Gipng hat Viet - The Voice 2013 (don vi ti'nh: VND/TVC) STT
I 2
Khung gicr 2lh00-24h00 21h00-24h00
Diln giai TnidcCT Trong CT
10 giiiy 100.000.000 100.000.000
Gia quang cao 15 gi§v 20 giSy 120.000.000 150.000.000 120.000.000 150 000.000
30 giay 200.000.000 200 000 000 Ngudn. Thong bao so 1034nB-TVAd, Dai tniyen hinh Viet Nam.
2.2. Quang cdo bdo gidy vd tap chi tir nam 2011 d i n nay giam dang ke. Dtmg trSn Vdi t6c do phat tiiSn ctia Internet, bao dien P'»"?"8 '^^ <'''™'> " ^ l - W ' " J - ^ S ^ ^ bao gijy ni ngay cang duoc tra chuong hon bao gijy, " " y ™ * ™ S ' ™ " " « ' "" >"!? ^° ^° ' " " " S ™ ^ ' doanh s6 quang cao tren bao giSy tniySn lh6ng "^^ 1™' "'^ P " 1"*"8 '=*° ™ " >*» '^''°-
Bang 3: Bieu gia quang cao tren bao (dem vi tinh: VND/sd) STT Kich thudc (cm-cm) Mau
____^ 4 mau Ben trang Bdo Thanh men
1 1 uang (25,5x37) 54.000,000 38 000.000 2 t^ trang ngang (25,5x18) 28.000.000 20,000.000 3 'A uang diing (19x27) 37,000.000 24 000.000 4 Wttang (12,5x18) 15,500,000 10 500.000 Bao Ha Ndi mdi
1 1 trang (38x52) 29,600,000 37 000.000 2 'h uang (38x26) 14 800.000 18.500.000 3 VA uang (28,5x17.5) 9.000.000 11.300.000 Nguon: http://luaviet.co/vn/tien-ich/bao-gia-quang-cao/bang-gia-quang-cao-tren-bao-giay.
2.3. Qudng cdo online Sd di quang cao banner cd xu hudng ngay , , . . - , ,, . . , ,. cang giam la do phuang thirc quang cao nay cd Hien nay 2 phuang thuc quang cao online , ; \ i.; , u - j . • \ T _ i• i J 'i-'S J 1. u-fi J- U-. 1- - nhieu han che: kho do luang d u a c luat click, dU(?c nhieu doanh nghiep dung nhat la quang . .^ • , ^ ; . , , , . . , ^ ,
, , - *- 1.- n n I P fjygy gy, ^^2 j,j^Qjj IJQJ tuong va kha nang ho tia cao banner va dang bai PR. x. ', ' , . . ' ' . - . : . . . - ; , ? - -
. loi uu cho chien dich quang cao, thteu kha nang Qudng cdo banner (cdn goi quang cdo hien ^ j ^ ^ ^j ^^ ^^^^ ^j,on ^^^^ ^^^.^ hang cua thi. qudng cdo theo thai gian) ^ ^ ^ ,oai s^jj phim...
Vdi hinh thii'c nay, quang cdo se hiSn thi Dang bdi PR
trong sudt quang thdi gian doanh nghiep tra rien ,; . , . nr. ,, , , . . . . - - ,u ^ ' , , . ^ ; .^ ,; ^ : *. . , T Viet bai PR la hmh thuc quang cao theo do cac website noi lieng de dang quang cao. l u y , . , . . ^ - „ • • y - • u- ™ ••»
»,-^ s » ,. ?• ^ . -p;; cac doanh nghiep tta tien de cac bao mang viet nhien, theo dng Nguyen Mmh Quy - Tong , , . ,., *= -f ,-. , - ., - *-. .
^ . . ^ « 1., * J u . u ' • ' bai hen quan va long ghep thong diep quang Giara doc NovaAds, phuong thuc quang cao , . j . t,-- • • i,-- •-, i - ^ • , 1 ^ , . ^n„n f - 1 • ^" - cao cua doanh nghiep vao cac bai viet do de bang banner tu nam 2009 tto lai day co xu .„ , • w T- ,u - - = , , , . ., . . s TU . I, • . dang tten cac bao mang. Tuy thupe vao su noi huang ngdy cang giam doanh so. Tham khao tai ,; , , , - . ' j - u-- - • u-
^« , - • < , • - X, , ,.!• - nnr^n - ticng cua bao mang, VI to daug bai uia muc chi 20 website Viet N a t n c h o thay, nam 2009 quang ^,^^^^ ^ . ^ ^.^ ^^ ^.^ ^^^ ^ ^^^^^^
cao banner chiem gan 80% doanh so quang cao ^^^ 15.OOO.OOO VND. Mac dii hinh thuc nay online, nam 2010 giam xuong con 74%, nam ~ • >- „ A'-'U-- - UA, - i, , „ , . . . . , , „ ,^ , -i . , u - - van duac coi la tuong doi hieu qua n h a cach 201 I c h con 66%. Du kien doanh thu quang cao , •. , , , , . ,1 _. .-. ^, , ^ . .
_ .. , . • , , , . o-i n^w ,i quang cao kheo leo, de dua thong tin tai nguai banner se giam chi con khoang 22-24% tong ^ - , u - ^w, . , A ,^ *- u AA* , A . , , . . . m doc, song no khong that su tao duac ttnh dot rinanh en n i m n o ran n n l i n p f r r m o v m r t n m tnn f / . • D L.. -
doanh sd quang cao onlme ttong vai nam tdi [2]...
pha va cung kho do ludng hieu qud.
H.TB. Thoa I Tgp dii Khoa hoc DHQGHS. Kiuh icvii Kmh doanh. Tap 29. So 3 (2013) 61-67
• Quang cao banner Quang cao online khac
Ndm 2009 N3m2010 NSm 2011
Hinh 2. Bidn ddng cua doanh sd quang cao banner tir nam 2(X)9-2011.
Ngudn: NovaAds. 2012, hnpV/ictnews.vn/home/Internei/77/Mang-quang-cao-tu-dong-sap-soan-cho- banner/106465Aindex.icl.
3 . Giai p h a p d a y m a n h boat dong marketing cho c^c doanh nghiep Viet Nam
Hien nay chi cd nhirng doanh nghiep Idn sdn sdng chi tra sd tien "kfaiing" de quang cao truyen hinh hay mua vj tri dep tten cdc website hdng dau. Cdn cac doanh nghiep cd ngudn kinh phi faan hep muon dua ten tudi cua minh den vdi khdch hdng thudng hirdng tdi cdc lieu chi c a ban khi can nhic su dung cdng cu qudng cdo nfau: phucmg Ihuc va quy trinh tdi gian, chi phi quang cao tdi thieu, hieu cjua quang cdo Idi uu...
Hau bet cdc doanh nghiep d&t ra van de Id hien nay su dyng ngudn ngan sach marketing va sir dung giai p h ^ marketing the ndo cfao phii hgp. GS.TS. Hd Ehirc Hung - Giam ddc Vien Nghien cthi Kinh te Phat trien - Trudng Dai hpc Kinh ti Thanfa pfad Hd Chi Minh cho biet: "Rdt nhieu thucmg hieu hang ddu the gidi hien nay da ra ddi tir trong khiing hoang va thanh cdng nfaanfa chdng bdi hp biet tan dung bdi cdnh kinh te khd khan de gianh nhimg uu the ddng ke tten Ihi tnrang. Lich sir ffi chung minh, mdt s6 thucmg hieu tdng cudng hoat ddng trong thdi ky suy thoai. kfai cdc ddi thii dang cdt giam hoat
ddng martceting. da giup ho tdng thi phdn vdi chi phi thap hem so vdi khi hp thiic hien dieu do trong thai khong khung hodng". Ong Nguyen Phucmg, Trudng dai dien vdn phong, Cdng ty Duoc pham Gynocare Ltd (Anh) cho rang, neu linh hinh tai chinh ciia doanh nghiep khd khdn, Inrdc mdt hay cat giara cac boat ddng xay dung thucmg hieu dai ban. Uu tien cat giam ngan sdch cho nhimg san phdm cd doanh so thdp hoac dung yen irong thdi gian dai de ddu t u vao nhdm sdn pham chu !uc cd lgi nhuan cao ciia doanh nghiep.
Trong thdi ky khd khan, cdc doanh nghiep cdn phai hen kel de chia se chi phi hoac tap ttung ngudn lire de khai thac cdc c o hpi thi tnrdng, cdn nhdc sir dyng mpt sd p h u a n g tien quang cao mdi, hieu qua cao facm. Doanh nghiep cd the can nhdc dd thuc Men hai hinh thuc sau:
3.1. Hgp tdc marketing
Can cu vao loai hang hda tbi vdi hang hda bd sung cho nhau, doanh nghiep cd th6 cdn nhac de bgp tdc cung qudng cdo. marketing, khi
HTB TTwa I Tgp chi Khoa hgc DH(y;HN, Kinh teva Kinh doanh. Tap 29, So 3 (2013) 61-67
do chi phi marketing se giam ddng ke trong khi van d$t dugc hi?u qua nhu mong mudn. Vi du, mdy gidi va bpt giat vd nude xa vai, ddu gpi vd cdc salon toe, cac loai nude uong, bia vd cdc hang sdn xudt tu lanh, cac hdng san xuat dien thoai di ddng vd cdc mang di ddng. Phuang an hgp tdc marketing cdn cd the dp dung ddi vdi hai mdt hdng khong lien quan den nhau nfaung khdng phdi la hdng hda thay the cho nhau. Vi du cd the ke din nhu qudng cdo bim va sda tre em, dau ggi vd kem ddnh rang, xa phong giai va cdc hang thdi ttang...
3.2. Tim kiem cdc kenh marketing online hiiu qud
Cac lira chpn ve hinh thuc quang cao online ctia doanh nghiep nen dugc xem x6t theo hieu qua cua chien dich so vdi sd tien ma doanh nghiep bd ra.
Nam 2012 da chiing kiin su tran ngap hinh thdc quang cao hiSn thi qua mang qudng cdo tu dgng tten cac website tieng Viet. Cdc khai niem quang cdo CPC (Cost per Click - ti'nh gia quang cdo trfen mdi click chudt), CPM (ti'nfa gia qudng cdo trin moi 1.000 lugt hien thi quang cao) dau tien xuat hien tir Google, Facebook. Trong hai hinh thurc quang cao nay thi CPC cd nhieu uu th^ ban bdi le hinh thti'c qudng cdo trd tien theo hieu qua giup cdc doanh nghiep cd the can ddi ngan sach va do dem duac hiiu qud ctia chien djch, tir dd cd su dieu chinh tiic thdi de phu hgp ca vi ngan sach lan npi dung quang cao. Diem hdp ddn Id nhd quang cdo chi phai tta lien khi ngudi xem click chudt vao trang quang cdo sdn pham cua minh vdi chi phi tir 1.000 ddng den 1.500 ddng/click. Nam 2012, cdc mang quang cao Admarket, Innity, Vdt gia. Ambient, Ad360, Adnet, Vietad dd thu hiit hang chiic nghin doanh nghiep tham gia. Chi phi tdi thieu, phutmg thuc Idi gian vd hon ca dp phii tdt la quang cdo phu tning vd diing ddi tugng, hinh thtic tu mua qudng cdo CPC/CPM dang chumg
minh sue hap dan, ddng Ihdi tao ra xu the mdi cho tfai trudng quang cao online Viet Nam. Gid kfadi didm cho I click cua Google AdWords la khoang $O.I/cIick (tuang duang 2000 ddng/click); Facebook Ads dua ra con sd Id
$0.I5/click (ttrong duang 3.000 ddng/click); vd AdMarket cd gid 900 ddng/click.
Bdn kenh tiep thi online gom mang xa hgi, thiet bi di dgng, m^ing quang cdo tir dpng vd quang cao tim kiem du bao se vugt ttdi so vdi phucmg thiic qudng cdo online tiuyin thdng (tt'nh phi theo wan, theo thdng hoac theo ndm).
Mgng xd hdi
S\f phdt ttien nhanh chong ciia cpng dong su dung mang xd hpi se tao ra xu hudng cac nhd tiep thi dimg kenh qudng cao nay mdt each manh me. Tfnh tdi thdng 9/2012, Viet Nam cd 13,1 trieu ngudi dimg Youlube, cdn sd ngudi diing Facebook tai Viet Nam tinh tdi Ihdng 10/2012 len tdi 9.117.480 ngudi. Sau 3 nam hoat ddng vd cd lugng ngudi dimg dong ddo, nam 2007, Facebook tung ra san pham Facebook Ads giup hinh dnh ciia cac doanh nghiep dugc quang bd tdi 750 trieu ngudi tren loan mang xa hdi Facebook. Trung binh mdi ngdy, Facebook cd them han 30.000 ngudi Viet Nam tham gia. Dp tudi gia nhap Facebook nhiSu nhdt vd c6 tdc dO tdng nhanh nhdt thudc hai nhdm tu 18-24 vd 25-34 tudi, day Id hai nhdm ngudi tieu dung co nhu cau mua sdm cao vd kha nang chi tra tdt. Ben canh Facebook, su phdt trien ciia cac m^ng xa hdi Viet Nam cung tao sue hut khdng nhd cho cac nha tiep thi.Cac doanh nghiep cd the lira chpn viec xdy dung cdc trang Facebook khdng mat lien hoac lira chgn sd tien quang cao mdi ngay phii hgp vdi ngdn sdch quang cao ciia minh.
Qudng cdo trin dien thogi vd cdc thiet bi di ddng
Quang cdo tren dien thoai vd cdc tfaiei bi di
dpng ciing dugc nhan dinh la se "ndng" do su
H.TB. Thoa I Tgp chi Khoa hoc DHQGHN, Kmh tei-a Kmh doanh. Tap 29. So 3 (2013) 61-67
gia Iang sd lugng ngudi su dung di ddng de online. Theo bao cao Netcitizens cua Cimigo, ndm 2012 ty le ngudi sir dung thiet bi di dpng de ket noi Internet len tdi 56% sd ngudi dung Internet, trong khi con sd nay vao ndm 2011 la 27%. Gid cdc loai dien thoai di dgng thdng minh lien tuc giam, cudc bitemet, 3G ngay cdng re du bao ty le truy cap Internet qua dien thoai di ddng se tang nhanh hon nQa. Hien cdc pfaucmg thuc quang cao tten cac mpng ngi dung, game, cdc ung dung danh cho smanphone dugc cac nha dep thi ddnh gid cao bdi day Id kenh liep cdn khdch hang mpi luc, mgi nai, ttong khi cfai phf khdng qua cao.
Qudng cdo lu dgng hien thi the he mdi Tir cuoi nam 2011, xu hudng chuyfin dich tir quang cdo banner sang mang qudng cdo tu ddng hien thj ngay cang tdng manh. Phucmg thirc mang quang cao tu dpng hien thi cd uu the la cd the ket ndi dugc nha qudng cdo vdi hang chuc, tham chf hdng nghin website thong qua mpt tdi khodn duy nhdt, giiip nha quang cdo cd the quan 1^, do Iirdng, tdi uu hda c\nin djch quang cao mpt cdch di dang. Mang quang cdo tu ddng cho phep doanh nghiep ddt mua dugc ddng thdi mpt luc nhieu vi tri quang cao tren nhieu website khdc nhau, do ludng hieu qua quang cdo chinh xac hon so vdi phuang thuc ddt quang cdo hien thj banner. Dac biet, phucmg thiic mang qudng cao the he mdi thong minh faan - qudng cao theo ngii canh Google Display Network. Quang cao ngii canfa cd thi hiiu la mgt mang qudng cdo thdng minh md sdn phdm quang cdo se dugc tich hgp vdi noi dung bai viet nrong img. Vi du, khi ngudi dgc click vdo bai vi^t ve tt^ em thi cot quang cao d ben phai man hinfa se xudt hi?n cac mdu qudng cdo vd sira, bim hode san phdm ddnh cbo tte em. Kfai ngudi dpc cfauyin sang ndi dung kfaac, vi du vl nha ddi, fainh dnh quang cao cung se thay ddi sang cac qudng cdo ve ngi thdt, son, dd gd...
Qudng cdo lim kiem
Dich vu quang cao tim kiem giup doanh nghiep tiep can dung khdch hdng muc lieu tai dtjng thi trudng vao dung ihdi diem hp cd nhu cau. l/u diem ciia quang cdo tim kiem con a kha nang tuy bien dl dang va miln phf npi dung qudng cao. Ddng thdi, qudng cdo tim kiem cho phep doanh nghiep nam dugc chfnh xdc tmh hieu qud ciia dich vu thdng qua ban bdo cao mdi ngay. Bdo cao giup cac doanh nghiep cd cdi nhin sau sac ve chien djch nhdm toi uu hda chien dich quang cao va nang cao hieu qua thu hut khach hang. Google gidi thieu Google AdWords vdo nam 2000 va rat nhanh chdng thu hiit nhieu khdch hang cung nfau nhan dugc nhieu phdn hdi tt'ch cue. Qudng cdo tim kilm dugc du bdo Id cong cu quang cdo hieu qua, bdi vi truy cap mang tim kiem vdn la mgt trong hai hoat ddng online thudng xuyen nhat ctia ngudi diing Internet. Theo Cimigo, nam 2012 cd tdi 94% ngudi sir dung Internet la de truy c^p mang lim kilm Google (nam 2011 la 92%).
Tim kiem thdng tin trd thanh hoat ddng thudng xuyin thd hai ngang vdi hopt ddng dpc tin tdc.
Vi vay, viec xu^ hien tren nhirng trang ddu kit qua tim kilm ciia Google ttd thdnh nhu cdu cdn thilt cua doanh nghiep. Ca hai hinh thuc quang cao Google AdWords va SEO (Search Engine Optimization) deu cho phep doanh nghiep lua chgn gdi dich vu phii hop, bdt kl ngdn sdch ciia doanh nghiep nhilu hay it.
4. Ket luan
Trong nh^in thuc cua mgt sd doanh nghiep Viet Nam, chi phf cho hoat ddng marketing la nfadng chi phi gan vdi doanh sd ban dugc (kit qua kinh doanh) nen khi doanh sd giam thi nhirng chi phf nay cung phai giam. Tuy nhien, theo cdc chuyen gia kinh tl, chi pfaf cho marketing la cfai phf tpo nin khdch hdng, tao nen lugng bdn hang chu khdng phai ngugc Igi.
VI the, kinh te suy thodi chi'nh la thdi dilm
thuan lgi de doanh nghiep vugt len trudc ddi
H T.B- Vwa I Tgp chi Khoa hoc DHQGHN, Kmh teva Kinh doanh, TSp 29, So 3 (2013) 61-67
thu. Tuy nhien, dung trudc nhCtng kho khan ve vdn, doanh nghiep cdn phdi can nhdc ky ludng hoai dgng marketing de dua ra nhung quylt dinfa hieu qua. Hien nay quang cdo true luyin dugc coi la hinh thdc qudng cdo d a n gian vd hieu qua, nhat la khi doanh nghiep chi phai ttd tien cho cac ddi tugng thdt sir quan tam. Qua phan tfch uu diem ciing nhu han che ciia mgt sd fainh thdc qudng cao online hifn tai, bai viet da tdng ket mgt sd kenh qudng cdo online hieu qua de doanh nghiSp lira chgn sir diing nhu mang xa hdi, quang cdo trgn dien thoai va cdc thi^l bj di
dgng, quang cao hien thi the he mdi vd qudng cao lim kiem.
Tai Ii6u tham khao
[1] Bao cao "NetCiUzens Viet Nam - Tinh hinh sir dijng va tdc dp phat trien Iniemel lai Vi?t Nam", ht^y/vov vn/Xa-hoi/Viet-Nam-co-hon-31-meu-nguoi- dung-L3ieinet/237654.vov
[2] "Mang quang cao tu ddng sSp so& chd banner", ITC
News, 27/11/2012.
httpJ'ficinews. vn/hoFne/Intemet^7/Mang-q uang-cao-tu- docg-s^soan-clio-bannei/106465/index icL
Using Modem Marketing Tools in Vietnam
Hoang Thi Bao Thoa
VNU University of Economics and Business, 144 Xudn Thiy Sir., Cdu Gidy Dist., Hanoi, Vietnam
A b s t r a c t : This paper discusses the current marketing activities of Vietnamese companies and analyzes pros and cons of ttadilional marketing tools. This paper then proposes some modem marketing tools that the companies should consider to use when the funds for advertisement activities in general and marketing activities in particular are getting limited.
Keywords: Traditional marketing tools, modem marketing tools, online marketing, marketing cost, marketing efficiency.
