tng hp

bi
vit
c
quyn
V digital marketing
t gam7
Bi vit s 1

iu cn bit v
inbound
marketing
Tc gi: Nguyn Thnh Long
(Gim c hc vin Marketing Cc Cc)

T Gam7 No.1 ch Trending - Xu hng

Bi vit s 2

tip cn
ngi dng
bng
s

Tc gi: Kit Ong

(Group Executive Creative Director
& Partner ca The Purpose Group)

t GAM7 No.4 ch Brand Touchpoint -

im chm thng hiu
106 Gam/Marketing design 04/brand touchpoints
Bi vit s 3

sng to
ni dung s
hiu qu
c thc s d dng
?
Tc gi: Ng Minh Thun
(Founder & CEO ca DNA Digital)

t GAM7 No.5 ch Content - Ni dung

105
Bi vit s 4

ngh thut truyn ming

trong k nguyn s
Tc gi: Nguyn Tin Huy
(Founder & Managing Director ca DigiPencil MVV)

t GAM7 No.3 ch Viral - Lan truyn

Bi vit s 5

gia mt
th trng
Tc gi: Richard Moore
(Chairman & Chief Creative Director
ca Richard Moore Associates)

t GAM7 No.2 ch Saturation - im bo ha


Vy nn trong mt th trng bo ha, nhu cu
v khc bit ha ngy mt gia tng hn bao gi ht,
v hai cch thc c bn nn tng to nn c
nhng chin dch truyn thng khc bit l bng cch
t duy vt xa ra khi khun mu v ngc li, t duy
su vo trong chnh khun mu .
Mt trong nhng cch gip bn la chn c
hng i ng l trc tin bn phi xem xt lnh vc
kinh doanh v phn khc th trng ca thng hiu
bn, v n ang giai on no trong qu trnh sinh
trng pht trin ca ngnh, thng l di n hng
chc nm, t khi hnh thnh n khi sp . Khch
hng ca bn c th ang trong mt lnh vc kinh
doanh mi ni ca th trng, hoc lnh vc
xut hin ri v ang tng trng, hoc t nh
thnh vng, hoc ang thoi tro. Thc t rng v th
khch hng ca bn u trong cc giai on Mi
ni Tng trng Ln mnh Thoi tro s quyt
nh nn cch thc tip cn sng to hiu qu nht.
V d nh cng ngh thc t o trong giai on Mi
ni. Mc d kh chm chp trong qu trnh hnh thnh
t nm 1989, qu trnh ca n tng tc nhanh
chng nh vo pht minh mn hnh phn gii
cao ang trong giai on Tng trng ca ngnh
in thoi thng minh. Nhng thng hiu ln nh
Facebook, Google, Apple, Amazon, Microsoft, Sony,
39
Samsung v hn 200 thng hiu gn k ang hot
ng trn nhng nn tng cng ngh mi m s nh
hnh nn mt lnh vc kinh doanh mi gip ci tin
cc hot ng gii tr, kt ni x hi, iu khin cc
cuc hp t xa v vn vn.
Nu bn l mt chuyn gia sng to ang lm vic
cho d n gii thiu sn phm mi ca mt trong
nhng thng hiu trn trong lnh vc ny, liu bn
c t duy theo hng vt ra ngoi khun mu? C
v nh cch ny kh hp l khi lnh vc kinh doanh
l cng ngh? Nhng khng. N s ging nh vic
bn ang pht minh ra mt ngn ng mi miu
t mt mt ng mi khc. Truyn thng thng hiu
khng phi nh vy.
Vi bi cng ngh thc t o, c rt nhiu nguyn
liu c o cc chuyn gia sng to s dng. V
chng c th gip khi mo cho nhng chin dch
truyn thng thng thng gip ngi tiu dng
hiu r v nh gi cao v cng ngh mi ny.
Thm ch vi nhng khch hng ang hu giai on
Tng trng , chng ta vn c th khm ph ra thm
nhiu nhng nguyn liu c o khc gii quyt
vn , hoc chng cng s xut hin nu chng ta
o su tm hiu k hn v bn thn cng ngh .
 40
Nhng gi s nh khch hng ca bn giai on
Ln mnh hoc thm ch bt u Thoi tro . , ch
nhng i th cc mnh mi ang bm tr, nhng
sn phm bt u tr nn ging nhau v vic nhn
ra nt c o bng cch o su vo bn thn vn
tr nn kh khn. V qung co sn phm vi
ni dung ni v khc bit ca mnh vi i th th
vn ang cn rt thnh hnh. Khng phi y chnh
l thi im thch hp bt u t duy vt ngoi
khun mu tm kim nhng kch thch mi sao?
l cch m cha ca chin dch Got milk?
lm vi th trng sn phm b sa Hoa K bng
41
cch to ra mt tng ra ngoi ming bng cch
mi nhng ngi ni ting khoe ru sa ca h,
mt chin dch mnh ko di tn 20 nm, n
nm 2014.
trnh tnh trng chin dch truyn thng b nht
nha trong mt th trng bo ha, mt cch L mt chuyn gia quc t trong ngnh t vn
thng minh lc ny l hy bt u m bo rng thng hiu vi nhiu nm kinh nghim ti th
nhng chin dch ph hp vi thng hiu v ng trng Hoa K v Vit Nam, theo ng u l im
thi ph hp vi giai on kinh doanh trong ngnh khc bit trong chin lc thng hiu gia hai
ca thng hiu . th trng ny?
im khc bit ln nht l nhn thc v s cn
thit bt u chin lc thng hiu tng
th. nim ny dng nh ch mi tn ti
Ngoi nhng chia s v cch ni bt trong th th trng Vit Nam trong khong mt thp k
trng bo ha, hy cng GAM7 tip tc theo di tr li y. Vi nhng cng ty c nhn thc v
thm nhng trao i ca chuyn gia Richard Moore tm quan trng ca vic pht trin chin lc t
v cc gc nhn khc t th trng. sm, khng t trong s h lm rt tt ging
nh cch ca nhng thng hiu nhng th
Richard Moore Associates hot ng th trng trng t do vi quy m rng ln hn. Vic c
Vit Nam trong hn 20 nm qua v thnh cng vi chng kin hin tng trng thnh v kh nng
nhng d n tiu biu nh ViettinBank, VietJet Air, Marketing v thng hiu ca nhng thng hiu
Ecopark cng nhng d n khc, v thc t l hot ny, v ci cch m cng ng sng to ang h
brand strategy
ng lu hn v lm nn nhng chin dch truyn tr h, vn lun gy n tng rt su sc vi ti.
thng cho cc doanh nghip Hoa K nh IBM, AT&T
v CitiBank. Hn l ng c mt qung thi gian di
sng v lm vic Vit Nam, vy theo ng, chin lc Theo ng, hin tng bo ha c nh hng
thng hiu thi hin i c nhng thay i nh n thng hiu khc vi cch m n nh hng
th no so vi n nhng thp k trc? n cc chin dch truyn thng Marketing hng
ngy khng?
Chin lc lu nay vn lun khai thc ngun phng
tin truyn thng phong ph ca thng hiu khi Rt nhiu. Trong khi mt chuyn gia sng to
mun tp trung vo nhng nhu cu truyn thng phc tho chin lc truyn thng marketing
trong ngn hn ng thi xy dng mt hnh nh ngn hn ch cn cn nhc n kh nng cnh
thng hiu c o v nht qun trong di hn. iu tranh trong mt thi im nht nh, th mt
thay i trong vng mt thp k qua l s xut hin chuyn gia sng to tng t pht trin h thng
ca nhng phng tin truyn thng mi, c bit l nhn din thng hiu phi mng tng c
truyn thng mng x hi. iu ny to iu kin h thng s c nhn nhn nh th no trong
cho s ra i ca knh truyn thng hai chiu gip tng lai. l l do v sao vic chy theo cc
khuch trng c trng ca doanh nghip, cng tn xu hng trong vic lm thng hiu li l sai
ti song hnh vi nhng knh truyn thng mt chiu. lm cht ngi.
Cm n ng rt nhiu v nhng chia s chuyn
th v v hu ch. GAM7 chc ng sc khe v
thnh cng trong cng vic.