{"id":79770,"date":"2024-09-15T11:11:15","date_gmt":"2024-09-15T04:11:15","guid":{"rendered":"https:\/\/jobsgo.vn\/blog\/?p=79770"},"modified":"2024-10-17T09:32:25","modified_gmt":"2024-10-17T02:32:25","slug":"wom-la-gi","status":"publish","type":"post","link":"https:\/\/jobsgo.vn\/blog\/wom-la-gi\/","title":{"rendered":"WOM L\u00e0 G\u00ec? 6 Nguy\u00ean T\u1eafc S\u1eed D\u1ee5ng Marketing Truy\u1ec1n Mi\u1ec7ng Hi\u1ec7u Qu\u1ea3 Nh\u1ea5t"},"content":{"rendered":"\n
WOM hay Word of Mouth Marketing \u0111ang tr\u1edf th\u00e0nh xu h\u01b0\u1edbng marketing \u0111\u01b0\u1ee3c nhi\u1ec1u doanh nghi\u1ec7p \u00e1p d\u1ee5ng. Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y t\u1eadn d\u1ee5ng s\u1ee9c m\u1ea1nh truy\u1ec1n mi\u1ec7ng \u0111\u1ec3 lan t\u1ecfa th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean, hi\u1ec7u qu\u1ea3. B\u00e0i vi\u1ebft sau s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 WOM l\u00e0 g\u00ec<\/strong><\/a> c\u00f9ng c\u00e1ch \u00e1p d\u1ee5ng ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam.<\/em><\/p>\n M\u1ee5c l\u1ee5c<\/p> WOM l\u00e0 g\u00ec<\/strong>? Hay Word of Mouth l\u00e0 g\u00ec? WOM l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a c\u1ee5m t\u1eeb “Word of Mouth”, c\u00f3 ngh\u0129a l\u00e0 “truy\u1ec1n mi\u1ec7ng”. Trong marketing, WOM l\u00e0 qu\u00e1 tr\u00ecnh kh\u00e1ch h\u00e0ng chia s\u1ebb th\u00f4ng tin, \u0111\u00e1nh gi\u00e1 v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u v\u1edbi ng\u01b0\u1eddi kh\u00e1c m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean, kh\u00f4ng \u0111\u01b0\u1ee3c tr\u1ea3 ti\u1ec1n.<\/p><\/blockquote>\n V\u1eady, Word of Mouth Marketing l\u00e0 g\u00ec<\/strong>? Word of Mouth Marketing (WOMM) hay marketing truy\u1ec1n mi\u1ec7ng l\u00e0 chi\u1ebfn l\u01b0\u1ee3c marketing t\u1eadn d\u1ee5ng s\u1ee9c m\u1ea1nh c\u1ee7a WOM \u0111\u1ec3 qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5. M\u1ee5c ti\u00eau c\u1ee7a WOMM l\u00e0 t\u1ea1o ra nh\u1eefng cu\u1ed9c tr\u00f2 chuy\u1ec7n t\u00edch c\u1ef1c, nh\u1eefng chia s\u1ebb t\u1ef1 nhi\u00ean v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u gi\u1eefa kh\u00e1ch h\u00e0ng v\u1edbi nhau.<\/p>\n Kh\u00e1i ni\u1ec7m WOM kh\u00f4ng ph\u1ea3i l\u00e0 m\u1edbi. T\u1eeb xa x\u01b0a, con ng\u01b0\u1eddi \u0111\u00e3 chia s\u1ebb th\u00f4ng tin, kinh nghi\u1ec7m v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u1edbi nhau. Tuy nhi\u00ean, trong th\u1eddi \u0111\u1ea1i internet v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i, WOM \u0111\u00e3 tr\u1edf n\u00ean m\u1ea1nh m\u1ebd h\u01a1n bao gi\u1edd h\u1ebft. M\u1ed9t b\u00ecnh lu\u1eadn tr\u00ean Facebook, m\u1ed9t \u0111\u00e1nh gi\u00e1 tr\u00ean Google, hay m\u1ed9t video review tr\u00ean YouTube \u0111\u1ec1u c\u00f3 th\u1ec3 t\u1ea1o ra hi\u1ec7u \u1ee9ng WOM to l\u1edbn.<\/p>\n V\u00ed d\u1ee5 th\u1ef1c t\u1ebf v\u1ec1 s\u1ee9c m\u1ea1nh c\u1ee7a WOM l\u00e0 g\u00ec<\/strong>? H\u00e3y nh\u1edb l\u1ea1i c\u01a1n s\u1ed1t tr\u00e0 s\u1eefa Gongcha t\u1ea1i Vi\u1ec7t Nam v\u00e0o n\u0103m 2017. Ch\u1ec9 v\u1edbi v\u00e0i l\u1eddi chia s\u1ebb t\u00edch c\u1ef1c t\u1eeb nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 th\u1eed, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 nhanh ch\u00f3ng t\u1ea1o ra c\u01a1n s\u1ed1t, v\u1edbi h\u00e0ng d\u00e0i ng\u01b0\u1eddi x\u1ebfp h\u00e0ng ch\u1edd mua. \u0110\u00f3 ch\u00ednh l\u00e0 minh ch\u1ee9ng cho vi\u1ec7c WOM c\u00f3 th\u1ec3 t\u1ea1o ra hi\u1ec7u \u1ee9ng domino trong quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n D\u01b0\u1edbi \u0111\u00e2y, JosGO s\u1ebd gi\u1ea3i \u0111\u00e1p th\u1eafc m\u1eafc cho b\u1ea1n v\u1ec1 vai tr\u00f2 c\u1ee7a WOM l\u00e0 g\u00ec:<\/strong><\/p>\n \u0110\u1ec3 hi\u1ec3u r\u00f5 c\u01a1 ch\u1ebf ho\u1ea1t \u0111\u1ed9ng c\u1ee7a WOM l\u00e0 g\u00ec<\/strong> v\u00e0 t\u1ea1i sao chi\u1ebfn l\u01b0\u1ee3c marketing truy\u1ec1n mi\u1ec7ng l\u1ea1i c\u00f3 hi\u1ec7u qu\u1ea3 m\u1ea1nh m\u1ebd, c\u1ea7n ph\u1ea3i ph\u00e2n t\u00edch c\u00e1ch th\u1ee9c n\u00f3 ho\u1ea1t \u0111\u1ed9ng d\u1ef1a tr\u00ean nh\u1eefng y\u1ebfu t\u1ed1 then ch\u1ed1t. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c c\u01a1 ch\u1ebf ho\u1ea1t \u0111\u1ed9ng c\u1ee7a Word of Mouth Marketing<\/strong> \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch theo th\u1ef1c t\u1ebf t\u1ea1i Vi\u1ec7t Nam, gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 c\u00e1ch doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng s\u1ee9c m\u1ea1nh c\u1ee7a h\u00ecnh th\u1ee9c n\u00e0y.<\/p>\n T\u1ea1i Vi\u1ec7t Nam, c\u00e1c doanh nghi\u1ec7p \u0111\u00e3 \u00e1p d\u1ee5ng r\u1ea5t linh ho\u1ea1t c\u00e1c h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3 c\u1ee7a WOM marketing. V\u1eady, c\u00e1c h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o ph\u1ed5 bi\u1ebfn trong WOM l\u00e0 g\u00ec? <\/strong>C\u00f9ng t\u00ecm hi\u1ec3u v\u1edbi JobsGo \u1edf ngay sau \u0111\u00e2y nh\u00e9!<\/p>\n Buzz marketing l\u00e0 h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o t\u1ea1o s\u1ef1 t\u00f2 m\u00f2, ch\u00fa \u00fd b\u1eb1ng c\u00e1ch kh\u01a1i d\u1eady s\u1ef1 ng\u1ea1c nhi\u00ean ho\u1eb7c tranh c\u00e3i. Th\u00f4ng th\u01b0\u1eddng, m\u1ed9t chi\u1ebfn d\u1ecbch buzz s\u1ebd b\u1eaft \u0111\u1ea7u b\u1eb1ng c\u00e1ch gi\u1edbi thi\u1ec7u m\u1ed9t \u00fd t\u01b0\u1edfng ho\u1eb7c s\u1ea3n ph\u1ea9m g\u00e2y b\u1ea5t ng\u1edd, t\u1eeb \u0111\u00f3 k\u00edch th\u00edch s\u1ef1 th\u1ea3o lu\u1eadn trong c\u1ed9ng \u0111\u1ed3ng.<\/p>\n \u0110i\u1ec1u quan tr\u1ecdng trong buzz marketing l\u00e0 t\u1ea1o ra nh\u1eefng cu\u1ed9c tr\u00f2 chuy\u1ec7n t\u1ef1 nhi\u00ean gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 c\u1ed9ng \u0111\u1ed3ng, t\u1eeb \u0111\u00f3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn m\u1ed9t c\u00e1ch li\u00ean t\u1ee5c m\u00e0 kh\u00f4ng c\u1ea7n s\u1eed d\u1ee5ng qu\u1ea3ng c\u00e1o truy\u1ec1n th\u1ed1ng qu\u00e1 nhi\u1ec1u.<\/p>\n Viral marketing l\u00e0 chi\u1ebfn l\u01b0\u1ee3c t\u1eadn d\u1ee5ng n\u1ed9i dung thu h\u00fat, h\u00e0i h\u01b0\u1edbc ho\u1eb7c c\u1ea3m \u0111\u1ed9ng \u0111\u1ec3 lan truy\u1ec1n th\u00f4ng \u0111i\u1ec7p nhanh ch\u00f3ng nh\u01b0 m\u1ed9t lo\u1ea1i “virus”. C\u00e1c chi\u1ebfn d\u1ecbch viral th\u01b0\u1eddng di\u1ec5n ra tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng nh\u01b0 TikTok, Facebook, n\u01a1i m\u1ed9t video c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c h\u00e0ng tri\u1ec7u l\u01b0\u1ee3t xem ch\u1ec9 trong m\u1ed9t th\u1eddi gian ng\u1eafn. V\u00ed d\u1ee5 n\u1ed5i b\u1eadt l\u00e0 chi\u1ebfn d\u1ecbch “\u0110i\u1ec1u nh\u1ecf b\u00e9 v\u0129 \u0111\u1ea1i” c\u1ee7a OMO v\u1edbi th\u00f4ng \u0111i\u1ec7p v\u1ec1 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng. N\u1ed9i dung video kh\u00f4ng ch\u1ec9 g\u00e2y c\u1ea3m \u0111\u1ed9ng m\u00e0 c\u00f2n t\u1ea1o c\u1ea3m h\u1ee9ng m\u1ea1nh m\u1ebd cho c\u1ed9ng \u0111\u1ed3ng tham gia th\u1eed th\u00e1ch #OMOCleanChallenge tr\u00ean TikTok.<\/p>\n Nh\u1edd s\u1ef1 ph\u1ed5 bi\u1ebfn c\u1ee7a c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i, viral marketing \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 kh\u00f4ng th\u1ec3 thi\u1ebfu trong chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o truy\u1ec1n mi\u1ec7ng c\u1ee7a nhi\u1ec1u doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam. Th\u00e0nh c\u00f4ng c\u1ee7a viral marketing n\u1eb1m \u1edf vi\u1ec7c k\u1ebft n\u1ed1i c\u1ea3m x\u00fac v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u1eeb \u0111\u00f3 th\u00fac \u0111\u1ea9y h\u1ecd chia s\u1ebb n\u1ed9i dung m\u1ed9t c\u00e1ch r\u1ed9ng r\u00e3i.<\/p>\n Influencer marketing l\u00e0 h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o truy\u1ec1n mi\u1ec7ng ph\u1ed5 bi\u1ebfn nh\u1ea5t trong WOM, th\u00f4ng qua nh\u1eefng ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i (KOLs ho\u1eb7c influencers). C\u00e1c t\u00ean tu\u1ed5i nh\u01b0 Chi Pu, H’Hen Ni\u00ea ho\u1eb7c S\u01a1n T\u00f9ng th\u01b0\u1eddng xuy\u00ean xu\u1ea5t hi\u1ec7n trong c\u00e1c chi\u1ebfn d\u1ecbch c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn. Influencer marketing c\u00f3 hi\u1ec7u qu\u1ea3 cao nh\u1edd v\u00e0o m\u1ee9c \u0111\u1ed9 tin t\u01b0\u1edfng m\u00e0 ng\u01b0\u1eddi theo d\u00f5i d\u00e0nh cho c\u00e1c influencers. Khi m\u1ed9t ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, ng\u01b0\u1eddi h\u00e2m m\u1ed9 c\u1ee7a h\u1ecd th\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng tin t\u01b0\u1edfng, l\u00e0m theo.<\/p>\n Product seeding l\u00e0 chi\u1ebfn l\u01b0\u1ee3c t\u1eb7ng s\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed cho m\u1ed9t nh\u00f3m ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng ho\u1eb7c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111\u1ec3 h\u1ecd tr\u1ea3i nghi\u1ec7m, chia s\u1ebb \u0111\u00e1nh gi\u00e1 c\u1ee7a m\u00ecnh. \u1ede Vi\u1ec7t Nam, chi\u1ebfn l\u01b0\u1ee3c n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong ng\u00e0nh m\u1ef9 ph\u1ea9m, th\u1eddi trang. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng t\u1eb7ng s\u1ea3n ph\u1ea9m cho c\u00e1c beauty bloggers \u0111\u1ec3 h\u1ecd th\u1eed nghi\u1ec7m, \u0111\u00e1nh gi\u00e1.<\/p>\n L\u1ee3i \u00edch c\u1ee7a product seeding n\u1eb1m \u1edf vi\u1ec7c t\u1ea1o ra nh\u1eefng ph\u1ea3n h\u1ed3i ch\u00e2n th\u1ef1c t\u1eeb nh\u1eefng ng\u01b0\u1eddi c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng, gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng l\u00f2ng tin, t\u1ea1o hi\u1ec7u \u1ee9ng truy\u1ec1n mi\u1ec7ng t\u00edch c\u1ef1c. Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ea5y nh\u1eefng \u0111\u00e1nh gi\u00e1 n\u00e0y t\u1eeb nh\u1eefng ng\u01b0\u1eddi m\u00e0 h\u1ecd tin t\u01b0\u1edfng, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m.<\/p>\n Referral marketing l\u00e0 chi\u1ebfn l\u01b0\u1ee3c khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m cho b\u1ea1n b\u00e8, ng\u01b0\u1eddi th\u00e2n b\u1eb1ng c\u00e1ch cung c\u1ea5p c\u00e1c ph\u1ea7n th\u01b0\u1edfng nh\u01b0 gi\u1ea3m gi\u00e1 ho\u1eb7c \u0111i\u1ec3m th\u01b0\u1edfng. Ch\u01b0\u01a1ng tr\u00ecnh n\u00e0y kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch nhanh ch\u00f3ng m\u00e0 c\u00f2n t\u1eadn d\u1ee5ng s\u1ee9c m\u1ea1nh c\u1ee7a s\u1ef1 tin t\u01b0\u1edfng c\u00e1 nh\u00e2n. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng c\u1ea3m th\u1ea5y tin c\u1eady h\u01a1n khi nh\u1eadn \u0111\u01b0\u1ee3c l\u1eddi gi\u1edbi thi\u1ec7u t\u1eeb ng\u01b0\u1eddi th\u00e2n quen, thay v\u00ec t\u1eeb c\u00e1c qu\u1ea3ng c\u00e1o ch\u00ednh th\u1ed1ng.<\/p>\n Evangelist marketing l\u00e0 chi\u1ebfn l\u01b0\u1ee3c bi\u1ebfn kh\u00e1ch h\u00e0ng trung th\u00e0nh th\u00e0nh nh\u1eefng ng\u01b0\u1eddi “tuy\u00ean truy\u1ec1n” nhi\u1ec7t t\u00ecnh cho s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p. Apple l\u00e0 v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh khi th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 t\u1ea1o d\u1ef1ng \u0111\u01b0\u1ee3c m\u1ed9t c\u1ed9ng \u0111\u1ed3ng fan cu\u1ed3ng nhi\u1ec7t s\u1eb5n s\u00e0ng qu\u1ea3ng b\u00e1 cho c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a h\u00e3ng m\u00e0 kh\u00f4ng c\u1ea7n b\u1ea5t k\u1ef3 ph\u1ea7n th\u01b0\u1edfng n\u00e0o.<\/p>\n L\u1ee3i th\u1ebf l\u1edbn c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e0y l\u00e0 kh\u00e1ch h\u00e0ng trung th\u00e0nh s\u1ebd t\u1ef1 nguy\u1ec7n gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m cho b\u1ea1n b\u00e8, ng\u01b0\u1eddi th\u00e2n, t\u1eeb \u0111\u00f3 t\u1ea1o ra m\u1ed9t h\u1ec7 th\u1ed1ng WOM t\u1ef1 nhi\u00ean. \u0110i\u1ec1u n\u00e0y gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd, gi\u1ea3m chi ph\u00ed qu\u1ea3ng c\u00e1o.<\/p>\n Social media marketing trong WOM l\u00e0 g\u00ec<\/strong>? \u0110\u00f3 l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa WOM marketing c\u00f9ng c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ec3 lan truy\u1ec1n th\u00f4ng \u0111i\u1ec7p m\u1ed9t c\u00e1ch nhanh ch\u00f3ng, r\u1ed9ng r\u00e3i.<\/p>\n \u1ede Vi\u1ec7t Nam, Facebook, TikTok l\u00e0 nh\u1eefng n\u1ec1n t\u1ea3ng ch\u00ednh m\u00e0 c\u00e1c doanh nghi\u1ec7p s\u1eed d\u1ee5ng \u0111\u1ec3 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng, lan truy\u1ec1n th\u00f4ng tin. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 s\u1eed d\u1ee5ng social media marketing r\u1ea5t hi\u1ec7u qu\u1ea3 trong vi\u1ec7c qu\u1ea3ng b\u00e1 c\u00e1c s\u1ea3n ph\u1ea9m s\u1eefa m\u1edbi. H\u1ecd th\u01b0\u1eddng t\u1ea1o ra nh\u1eefng n\u1ed9i dung th\u00fa v\u1ecb nh\u01b0 video, h\u00ecnh \u1ea3nh b\u1eaft m\u1eaft k\u00e8m theo c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i h\u1ea5p d\u1eabn \u0111\u1ec3 k\u00edch th\u00edch ng\u01b0\u1eddi d\u00f9ng chia s\u1ebb.<\/p>\n Social media marketing c\u00f3 l\u1ee3i th\u1ebf l\u1edbn trong vi\u1ec7c t\u1ea1o s\u1ef1 t\u01b0\u01a1ng t\u00e1c t\u1ee9c th\u00ec, thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a m\u1ed9t l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, t\u1eeb \u0111\u00f3 th\u00fac \u0111\u1ea9y hi\u1ec7u qu\u1ea3 WOM marketing.<\/p>\n \u0110\u1ec3 tri\u1ec3n khai hi\u1ec7u qu\u1ea3 WOM, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n tu\u00e2n th\u1ee7 nh\u1eefng nguy\u00ean t\u1eafc nh\u1ea5t \u0111\u1ecbnh. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng nguy\u00ean t\u1eafc quan tr\u1ecdng m\u00e0 b\u1ea1n c\u1ea7n l\u01b0u \u00fd khi s\u1eed d\u1ee5ng WOM trong chi\u1ebfn l\u01b0\u1ee3c marketing.<\/p>\n \u0110\u00f4i khi WOM<\/strong> ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 \u0111\u01b0\u1ee3c t\u1ea1o ra nh\u1edd ch\u00ednh t\u00ednh ch\u1ea5t c\u1ee7a s\u1ea3n ph\u1ea9m. T\u1ea1i Vi\u1ec7t Nam, nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 Vinamilk hay Highlands Coffee \u0111\u00e3 t\u1eadn d\u1ee5ng nguy\u00ean t\u1eafc n\u00e0y r\u1ea5t hi\u1ec7u qu\u1ea3. S\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd kh\u00f4ng ch\u1ec9 c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng t\u1ed1t m\u00e0 c\u00f2n mang \u0111\u1eadm d\u1ea5u \u1ea5n v\u0103n h\u00f3a Vi\u1ec7t. Highlands Coffee ch\u1eb3ng h\u1ea1n, kh\u00f4ng ch\u1ec9 cung c\u1ea5p c\u00e0 ph\u00ea ngon m\u00e0 c\u00f2n t\u1ea1o ra kh\u00f4ng gian tr\u1ea3i nghi\u1ec7m \u0111\u1eb7c bi\u1ec7t d\u00e0nh cho ng\u01b0\u1eddi Vi\u1ec7t Nam, du kh\u00e1ch qu\u1ed1c t\u1ebf. S\u1ef1 kh\u00e1c bi\u1ec7t n\u00e0y khi\u1ebfn kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y t\u1ef1 h\u00e0o khi gi\u1edbi thi\u1ec7u v\u1edbi ng\u01b0\u1eddi kh\u00e1c.<\/p>\n Trong b\u1ed1i c\u1ea3nh ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng b\u1ecb bao v\u00e2y b\u1edfi qu\u00e1 nhi\u1ec1u th\u00f4ng tin marketing, vi\u1ec7c t\u1ed1i gi\u1ea3n n\u1ed9i dung truy\u1ec1n t\u1ea3i tr\u1edf n\u00ean quan tr\u1ecdng h\u01a1n bao gi\u1edd h\u1ebft. Th\u00e1ch th\u1ee9c l\u00e0 ph\u1ea3i truy\u1ec1n \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch ng\u1eafn g\u1ecdn, d\u1ec5 nh\u1edb nh\u01b0ng v\u1eabn \u0111\u1ee7 h\u1ea5p d\u1eabn \u0111\u1ec3 ng\u01b0\u1eddi d\u00f9ng mu\u1ed1n chia s\u1ebb.<\/p>\n Vinamilk \u0111\u00e3 th\u1ef1c hi\u1ec7n \u0111i\u1ec1u n\u00e0y r\u1ea5t th\u00e0nh c\u00f4ng v\u1edbi chi\u1ebfn d\u1ecbch “M\u00f3n qu\u00e0 s\u1ee9c kh\u1ecfe”. Thay v\u00ec li\u1ec7t k\u00ea h\u00e0ng lo\u1ea1t l\u1ee3i \u00edch dinh d\u01b0\u1ee1ng, h\u1ecd t\u1eadp trung v\u00e0o m\u1ed9t th\u00f4ng \u0111i\u1ec7p \u0111\u01a1n gi\u1ea3n: s\u1eefa l\u00e0 m\u00f3n qu\u00e0 s\u1ee9c kh\u1ecfe t\u1eeb thi\u00ean nhi\u00ean. H\u00e3y nh\u1edb r\u1eb1ng b\u1ea5t k\u1ef3 c\u00e1i g\u00ec d\u00e0i h\u01a1n m\u1ed9t c\u00e2u s\u1ebd l\u00e0 qu\u00e1 nhi\u1ec1u, d\u1ec5 b\u1ecb l\u00e3ng qu\u00ean ho\u1eb7c nh\u1edb sai.<\/p>\n Nh\u1eefng kh\u00e1ch h\u00e0ng t\u00edch c\u1ef1c ch\u00ednh l\u00e0 ch\u00eca kho\u00e1 h\u00e9 l\u1ed9 nh\u1eefng \u0111i\u1ec1u c\u1ea7n l\u00e0m trong chi\u1ebfn d\u1ecbch WOM l\u00e0 g\u00ec<\/strong>. Khi h\u1ecd h\u00e0i l\u00f2ng v\u1edbi tr\u1ea3i nghi\u1ec7m, h\u1ecd s\u1ebd t\u1ef1 nhi\u00ean mu\u1ed1n chia s\u1ebb c\u1ea3m nh\u1eadn v\u1edbi b\u1ea1n b\u00e8, gia \u0111\u00ecnh. S\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 s\u1ed1ng c\u00f2n \u0111\u1ec3 WOM ph\u00e1t tri\u1ec3n t\u1ef1 nhi\u00ean.<\/p>\n Viettel l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 vi\u1ec7c \u01b0u ti\u00ean s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng. H\u1ecd \u0111\u00e3 tri\u1ec3n khai ch\u01b0\u01a1ng tr\u00ecnh “Viettel++”, t\u00edch h\u1ee3p c\u00e1c \u01b0u \u0111\u00e3i c\u00e1 nh\u00e2n h\u00f3a d\u1ef1a tr\u00ean h\u00e0nh vi s\u1eed d\u1ee5ng c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng. K\u1ebft qu\u1ea3 l\u00e0, t\u1ef7 l\u1ec7 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng Viettel \u0111\u1ea1t 95% trong n\u0103m 2023, d\u1eabn \u0111\u1ebfn vi\u1ec7c 78% kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng gi\u1edbi thi\u1ec7u d\u1ecbch v\u1ee5 cho ng\u01b0\u1eddi kh\u00e1c.<\/p>\n D\u00f9 WOM l\u00e0 c\u00f4ng c\u1ee5 m\u1ea1nh m\u1ebd, doanh nghi\u1ec7p c\u1ea7n tr\u00e1nh l\u1ee3i d\u1ee5ng n\u00f3 m\u1ed9t c\u00e1ch th\u00e1i qu\u00e1 \u0111\u1ec3 ch\u1ec9 \u0111\u1ea1t l\u1ee3i \u00edch ng\u1eafn h\u1ea1n. Nhi\u1ec1u doanh nghi\u1ec7p c\u00f3 th\u1ec3 m\u1eafc sai l\u1ea7m khi t\u1ea1o ra nh\u1eefng chi\u1ebfn d\u1ecbch khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng chia s\u1ebb s\u1ea3n ph\u1ea9m m\u1ed9t c\u00e1ch thi\u1ebfu ch\u00e2n th\u1ef1c, g\u00e2y m\u1ea5t l\u00f2ng tin. N\u0103m 2023, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ef9 ph\u1ea9m n\u1ed5i ti\u1ebfng t\u1ea1i Vi\u1ec7t Nam \u0111\u00e3 ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi cu\u1ed9c kh\u1ee7ng ho\u1ea3ng truy\u1ec1n th\u00f4ng khi b\u1ecb ph\u00e1t hi\u1ec7n thu\u00ea c\u00e1c “seeder” \u0111\u1ec3 t\u1ea1o ra c\u00e1c b\u00e0i \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c gi\u1ea3 m\u1ea1o tr\u00ean c\u00e1c di\u1ec5n \u0111\u00e0n l\u00e0m \u0111\u1eb9p. K\u1ebft qu\u1ea3 l\u00e0 doanh s\u1ed1 s\u1ee5t gi\u1ea3m 30% trong qu\u00fd ti\u1ebfp theo, th\u01b0\u01a1ng hi\u1ec7u m\u1ea5t \u0111i ni\u1ec1m tin c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n Ng\u01b0\u1ee3c l\u1ea1i, The Coffee House \u0111\u00e3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c l\u00f2ng tin c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua chi\u1ebfn d\u1ecbch “C\u00e0 ph\u00ea \u0111\u00fang \u0111i\u1ec7u Vi\u1ec7t”, khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng chia s\u1ebb tr\u1ea3i nghi\u1ec7m th\u1eadt c\u1ee7a h\u1ecd v\u1ec1 s\u1ea3n ph\u1ea9m. Chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 t\u1ea1o ra h\u01a1n 100.000 b\u00e0i \u0111\u00e1nh gi\u00e1 ch\u00e2n th\u1ef1c tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, g\u00f3p ph\u1ea7n t\u0103ng doanh thu 25% trong n\u0103m \u0111\u00f3.<\/p>\n Trong qu\u00e1 tr\u00ecnh t\u1ed1i \u01b0u h\u00f3a WOM, nhi\u1ec1u doanh nghi\u1ec7p Vi\u1ec7t Nam \u0111\u00e3 v\u00f4 t\u00ecnh \u0111\u00e1nh m\u1ea5t d\u1ea5u \u1ea5n ri\u00eang c\u1ee7a m\u00ecnh khi c\u1ed1 g\u1eafng b\u1eaft ch\u01b0\u1edbc c\u00e1c chi\u1ebfn d\u1ecbch th\u00e0nh c\u00f4ng c\u1ee7a \u0111\u1ed1i th\u1ee7. Ch\u00fang l\u00e0m gi\u1ea3m hi\u1ec7u qu\u1ea3 c\u1ee7a WOM, khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u tr\u1edf n\u00ean m\u1edd nh\u1ea1t trong m\u1eaft ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Highlands Coffee l\u00e0 m\u1ed9t v\u00ed d\u1ee5 t\u00edch c\u1ef1c v\u1ec1 vi\u1ec7c duy tr\u00ec b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u trong c\u00e1c chi\u1ebfn d\u1ecbch WOM. V\u1edbi slogan “Kh\u1edfi \u0111\u1ea7u \u0111i\u1ec1u t\u1ed1t \u0111\u1eb9p”, kh\u00f4ng gian caf\u00e9 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf theo phong c\u00e1ch Vi\u1ec7t Nam hi\u1ec7n \u0111\u1ea1i, Highlands \u0111\u00e3 t\u1ea1o ra m\u1ed9t tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o khi\u1ebfn kh\u00e1ch h\u00e0ng mu\u1ed1n chia s\u1ebb.<\/p>\n M\u1ed9t nguy\u00ean t\u1eafc \u0111\u1ea1o \u0111\u1ee9c quan tr\u1ecdng khi s\u1eed d\u1ee5ng WOM<\/strong> l\u00e0 kh\u00f4ng n\u00ean l\u1ea5y thi\u1ebfu s\u00f3t c\u1ee7a \u0111\u1ed1i th\u1ee7 \u0111\u1ec3 l\u00e0m l\u1ee3i th\u1ebf cho m\u00ecnh. Vi\u1ec7c ch\u1ec9 tr\u00edch \u0111\u1ed1i th\u1ee7 c\u00f3 th\u1ec3 mang l\u1ea1i s\u1ef1 ch\u00fa \u00fd ng\u1eafn h\u1ea1n nh\u01b0ng th\u01b0\u1eddng g\u00e2y ph\u1ea3n t\u00e1c d\u1ee5ng v\u1ec1 l\u00e2u d\u00e0i. Thay v\u00e0o \u0111\u00f3, c\u00e1c chi\u1ebfn d\u1ecbch WOM th\u00e0nh c\u00f4ng th\u01b0\u1eddng t\u1eadp trung v\u00e0o vi\u1ec7c n\u1ed5i b\u1eadt \u0111i\u1ec3m m\u1ea1nh c\u1ee7a ch\u00ednh m\u00ecnh.<\/p>\n M\u1ed9t v\u00ed d\u1ee5 l\u00e0 c\u00e1ch Shopee x\u1eed l\u00fd c\u1ea1nh tranh v\u1edbi Lazada trong m\u00f9a mua s\u1eafm cu\u1ed1i n\u0103m 2023. Thay v\u00ec c\u00f4ng k\u00edch tr\u1ef1c ti\u1ebfp \u0111\u1ed1i th\u1ee7, Shopee t\u1eadp trung v\u00e0o vi\u1ec7c c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi d\u00f9ng th\u00f4ng qua ch\u01b0\u01a1ng tr\u00ecnh “Si\u00eau S\u0103n Sale” v\u1edbi nhi\u1ec1u t\u00ednh n\u0103ng m\u1edbi nh\u01b0 giao h\u00e0ng 2 gi\u1edd, b\u1ea3o h\u00e0nh 100% ch\u00ednh h\u00e3ng. K\u1ebft qu\u1ea3 l\u00e0, Shopee \u0111\u00e3 v\u01b0\u1ee3t qua Lazada \u0111\u1ec3 tr\u1edf th\u00e0nh n\u1ec1n t\u1ea3ng e-commerce c\u00f3 l\u01b0\u1ee3ng truy c\u1eadp cao nh\u1ea5t Vi\u1ec7t Nam trong qu\u00fd 4\/2023. Marketing truy\u1ec1n mi\u1ec7ng<\/strong> s\u1ebd c\u00f3 s\u1ee9c lan t\u1ecfa m\u1ea1nh m\u1ebd nh\u1ea5t khi n\u00f3 t\u1eadp trung v\u00e0o gi\u00e1 tr\u1ecb n\u1ed9i t\u1ea1i thay v\u00ec ch\u00ea bai \u0111\u1ed1i th\u1ee7.<\/p>\n Khi tri\u1ec3n khai chi\u1ebfn d\u1ecbch WOM, c\u00f3 nhi\u1ec1u y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn hi\u1ec7u qu\u1ea3 c\u1ee7a n\u00f3. Vi\u1ec7c hi\u1ec3u r\u00f5 nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y s\u1ebd gi\u00fap b\u1ea1n t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn l\u01b0\u1ee3c WOM c\u1ee7a m\u00ecnh v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 t\u1ed1t h\u01a1n.<\/p>\n Ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m lu\u00f4n l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u ti\u00ean khi n\u00f3i \u0111\u1ebfn hi\u1ec7u qu\u1ea3 c\u1ee7a word of mouth marketing. <\/strong>Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng tr\u1edf n\u00ean kh\u1eaft khe, th\u00f4ng th\u00e1i, ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u00f3ng vai tr\u00f2 quy\u1ebft \u0111\u1ecbnh trong vi\u1ec7c t\u1ea1o ra WOM t\u00edch c\u1ef1c.<\/p>\n Vinfast l\u00e0 m\u1ed9t v\u00ed d\u1ee5 v\u1ec1 c\u00e1ch ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y WOM. Khi ra m\u1eaft d\u00f2ng xe \u0111i\u1ec7n VF e34, Vinfast \u0111\u00e3 t\u1ea1o ra m\u1ed9t l\u00e0n s\u00f3ng truy\u1ec1n mi\u1ec7ng m\u1ea1nh m\u1ebd nh\u1edd v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi m\u1ee9c gi\u00e1. Theo b\u00e1o c\u00e1o c\u1ee7a c\u00f4ng ty, 65% kh\u00e1ch h\u00e0ng mua xe VF e34 trong 6 th\u00e1ng \u0111\u1ea7u ti\u00ean l\u00e0 do \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u b\u1edfi ng\u01b0\u1eddi quen.<\/p>\n V\u0103n h\u00f3a “mua s\u1eafm nh\u01b0 m\u1ed9t tr\u1ea3i nghi\u1ec7m” \u0111ang ng\u00e0y c\u00e0ng ph\u1ed5 bi\u1ebfn, vi\u1ec7c t\u1ea1o ra nh\u1eefng tr\u1ea3i nghi\u1ec7m \u0111\u00e1ng nh\u1edb cho kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 k\u00edch ho\u1ea1t WOM hi\u1ec7u qu\u1ea3. Ph\u00fac Long Coffee & Tea l\u00e0 m\u1ed9t v\u00ed d\u1ee5 xu\u1ea5t s\u1eafc v\u1ec1 vi\u1ec7c t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u00e1ng nh\u1edb. B\u1eb1ng c\u00e1ch k\u1ebft h\u1ee3p gi\u1eefa kh\u00f4ng gian caf\u00e9 hi\u1ec7n \u0111\u1ea1i, menu \u0111a d\u1ea1ng v\u1edbi c\u00e1c m\u00f3n fusion \u0111\u1ed9c \u0111\u00e1o, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng t\u1eadn t\u00e2m, Ph\u00fac Long \u0111\u00e3 t\u1ea1o ra m\u1ed9t “cult\u01a1ra caf\u00e9” ri\u00eang bi\u1ec7t.<\/p>\n Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c, h\u1ecd s\u1ebd t\u1ef1 nhi\u00ean tr\u1edf th\u00e0nh nh\u1eefng “\u0111\u1ea1i s\u1ee9” th\u01b0\u01a1ng hi\u1ec7u mi\u1ec5n ph\u00ed, gi\u00fap qu\u1ea3ng c\u00e1o truy\u1ec1n mi\u1ec7ng<\/strong> lan t\u1ecfa r\u1ed9ng r\u00e3i. M\u1ed7i b\u01b0\u1edbc trong h\u00e0nh tr\u00ecnh mua s\u1eafm, t\u1eeb l\u00fac kh\u00e1ch h\u00e0ng t\u00ecm ki\u1ebfm th\u00f4ng tin cho \u0111\u1ebfn khi nh\u1eadn h\u00e0ng, \u0111\u1ec1u c\u1ea7n \u0111\u01b0\u1ee3c t\u1ed1i \u01b0u \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o tr\u1ea3i nghi\u1ec7m t\u1ed1t nh\u1ea5t.<\/p>\n Trong b\u1ed1i c\u1ea3nh th\u00f4ng tin tr\u1edf n\u00ean b\u00e3o h\u00f2a, t\u00ednh c\u00e1 nh\u00e2n h\u00f3a trong word of mouth<\/strong> \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t, thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Tiki l\u00e0 m\u1ed9t v\u00ed d\u1ee5 xu\u1ea5t s\u1eafc v\u1ec1 vi\u1ec7c \u00e1p d\u1ee5ng t\u00ednh c\u00e1 nh\u00e2n h\u00f3a trong chi\u1ebfn l\u01b0\u1ee3c WOM. B\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng AI \u0111\u1ec3 ph\u00e2n t\u00edch h\u00e0nh vi mua s\u1eafm, s\u1edf th\u00edch c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng, Tiki \u0111\u00e3 t\u1ea1o ra h\u1ec7 th\u1ed1ng \u0111\u1ec1 xu\u1ea5t s\u1ea3n ph\u1ea9m c\u1ef1c k\u1ef3 ch\u00ednh x\u00e1c.<\/p>\n So s\u00e1nh WOM v\u1edbi c\u00e1c h\u00ecnh th\u1ee9c marketing kh\u00e1c s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 s\u1ee9c m\u1ea1nh c\u1ee7a marketing truy\u1ec1n mi\u1ec7ng, c\u00e1ch n\u00f3 n\u1ed5i b\u1eadt so v\u1edbi c\u00e1c ph\u01b0\u01a1ng th\u1ee9c ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng. M\u1ed7i ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec1u c\u00f3 nh\u1eefng \u01b0u v\u00e0 nh\u01b0\u1ee3c \u0111i\u1ec3m ri\u00eang, vi\u1ec7c ch\u1ecdn l\u1ef1a c\u1ea7n ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau, ng\u00e2n s\u00e1ch c\u1ee7a doanh nghi\u1ec7p.<\/p>\n Case Study: Chi\u1ebfn d\u1ecbch “\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1” c\u1ee7a Biti’s Hunter<\/p>\n B\u1ed1i c\u1ea3nh: V\u00e0o n\u0103m 2017, Biti’s – m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u gi\u00e0y d\u00e9p Vi\u1ec7t Nam v\u1edbi h\u01a1n 30 n\u0103m l\u1ecbch s\u1eed, \u0111ang ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 c\u1ea1nh tranh gay g\u1eaft t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc ngo\u00e0i. Th\u00e1ch th\u1ee9c c\u1ee7a h\u1ecd l\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, thu h\u00fat kh\u00e1ch h\u00e0ng tr\u1ebb m\u00e0 v\u1eabn gi\u1eef \u0111\u01b0\u1ee3c b\u1ea3n s\u1eafc Vi\u1ec7t Nam.<\/p>\n C\u00e1ch m\u00e0 Biti’s \u0111\u00e3 t\u1eadn d\u1ee5ng WOM l\u00e0 g\u00ec<\/strong>? Biti’s \u0111\u00e3 tung ra chi\u1ebfn d\u1ecbch “\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1” v\u1edbi d\u00f2ng s\u1ea3n ph\u1ea9m Biti’s Hunter. Thay v\u00ec t\u1eadp trung v\u00e0o qu\u1ea3ng c\u00e1o truy\u1ec1n th\u1ed1ng, h\u1ecd ch\u1ecdn c\u00e1ch k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n \u0111\u1ea7y c\u1ea3m x\u00fac v\u1ec1 h\u00e0nh tr\u00ecnh kh\u00e1m ph\u00e1 Vi\u1ec7t Nam c\u1ee7a nh\u1eefng ng\u01b0\u1eddi tr\u1ebb.<\/p>\n K\u1ebft qu\u1ea3:<\/p>\n B\u00e0i h\u1ecdc:<\/p>\n Chi\u1ebfn d\u1ecbch “\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1” c\u1ee7a Biti’s Hunter l\u00e0 m\u1ed9t v\u00ed d\u1ee5 xu\u1ea5t s\u1eafc v\u1ec1 c\u00e1ch m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t Nam c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng s\u1ee9c m\u1ea1nh khi th\u1eadt s\u1ef1 hi\u1ec3u r\u00f5 WOM l\u00e0 g\u00ec <\/strong>nh\u1eb1m m\u1ee5c \u0111\u00edch t\u00e1i \u0111\u1ecbnh v\u1ecb v\u00e0 chinh ph\u1ee5c th\u1ecb tr\u01b0\u1eddng trong n\u01b0\u1edbc.<\/p>\n1. WOM L\u00e0 G\u00ec? Word Of Mouth Marketing L\u00e0 G\u00ec?<\/strong><\/span><\/h2>\n
2. Vai Tr\u00f2 C\u1ee7a WOM – Chi\u1ebfn L\u01b0\u1ee3c Marketing Truy\u1ec1n Mi\u1ec7ng<\/strong><\/span><\/h2>\n
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3. C\u01a1 Ch\u1ebf Ho\u1ea1t \u0110\u1ed9ng C\u1ee7a WOM L\u00e0 G\u00ec?<\/strong><\/span><\/h2>\n
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4. C\u00e1c H\u00ecnh Th\u1ee9c Qu\u1ea3ng C\u00e1o Truy\u1ec1n Mi\u1ec7ng Ph\u1ed5 Bi\u1ebfn<\/strong><\/span><\/h2>\n
4.1 Buzz Marketing<\/strong><\/span><\/h3>\n
4.2 Viral Marketing<\/strong><\/span><\/h3>\n
4.3 Influencer Marketing<\/strong><\/span><\/h3>\n
4.4 Product Seeding<\/strong><\/span><\/h3>\n
4.5 Referral\/Affiliates Program<\/strong><\/span><\/h3>\n
4.6 Evangelist Marketing<\/strong><\/span><\/h3>\n
4.7 Social Media Marketing<\/strong><\/span><\/h3>\n
5. Nguy\u00ean T\u1eafc S\u1eed D\u1ee5ng WOM Trong Marketing<\/strong><\/span><\/h2>\n
5.1 Ph\u1ea3i Tr\u1edf N\u00ean \u0110\u1eb7c Bi\u1ec7t<\/strong><\/span><\/h3>\n
5.2 T\u1ed1i Gi\u1ea3n N\u1ed9i Dung Truy\u1ec1n T\u1ea3i<\/strong><\/span><\/h3>\n
5.3 L\u00e0m H\u00e0i L\u00f2ng Kh\u00e1ch H\u00e0ng<\/strong><\/span><\/h3>\n
5.4 Kh\u00f4ng L\u1ee3i D\u1ee5ng WOM \u0110\u1ec3 Mang L\u1ea1i L\u1ee3i \u00cdch<\/strong><\/span><\/h3>\n
5.5 Kh\u00f4ng \u0110\u00e1nh M\u1ea5t D\u1ea5u \u1ea4n Ri\u00eang<\/strong><\/span><\/h3>\n
5.6 Kh\u00f4ng L\u1ea5y Thi\u1ebfu S\u00f3t C\u1ee7a \u0110\u1ed1i Th\u1ee7 \u0110\u1ec3 L\u00e0m B\u00e0n \u0110\u1ea1p<\/strong><\/span><\/h3>\n
6. Nh\u1eefng Y\u1ebfu T\u1ed1 \u1ea2nh H\u01b0\u1edfng \u0110\u1ebfn Hi\u1ec7u Qu\u1ea3 C\u1ee7a WOM<\/strong><\/span><\/h2>\n
6.1 Ch\u1ea5t L\u01b0\u1ee3ng S\u1ea3n Ph\u1ea9m\/D\u1ecbch V\u1ee5<\/strong><\/span><\/h3>\n
6.2 Tr\u1ea3i Nghi\u1ec7m C\u1ee7a Ng\u01b0\u1eddi Ti\u00eau D\u00f9ng<\/strong><\/span><\/h3>\n
6.3 T\u00ednh C\u00e1 Nh\u00e2n H\u00f3a C\u1ee7a Th\u00f4ng Tin<\/strong><\/span><\/h3>\n
7. So S\u00e1nh WOM V\u1edbi C\u00e1c H\u00ecnh Th\u1ee9c Marketing Kh\u00e1c<\/strong><\/span><\/h2>\n
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\n Ti\u00eau ch\u00ed<\/strong><\/td>\n WOM<\/strong><\/td>\n Digital Marketing<\/strong><\/td>\n Qu\u1ea3ng c\u00e1o truy\u1ec1n th\u1ed1ng<\/strong><\/td>\n<\/tr>\n \n T\u00ednh tin c\u1eady<\/td>\n Cao, do th\u00f4ng tin \u0111\u01b0\u1ee3c truy\u1ec1n t\u1eeb kh\u00e1ch h\u00e0ng \u0111\u1ebfn ng\u01b0\u1eddi kh\u00e1c th\u00f4ng tin d\u1ef1a tr\u00ean tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf<\/td>\n Trung b\u00ecnh, ph\u1ee5 thu\u1ed9c v\u00e0o n\u1ed9i dung qu\u1ea3ng c\u00e1o, \u0111\u00e1nh gi\u00e1 tr\u1ef1c tuy\u1ebfn.<\/td>\n Th\u1ea5p h\u01a1n WOM, do th\u00f4ng tin \u0111\u01b0\u1ee3c truy\u1ec1n t\u1eeb doanh nghi\u1ec7p \u0111\u1ebfn kh\u00e1ch h\u00e0ng. Kh\u00e1ch h\u00e0ng th\u01b0\u1eddng nghi ng\u1edd t\u00ednh x\u00e1c th\u1ef1c c\u1ee7a th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o.<\/td>\n<\/tr>\n \n Chi ph\u00ed<\/td>\n Th\u1ea5p, v\u00ec kh\u00f4ng y\u00eau c\u1ea7u doanh nghi\u1ec7p \u0111\u1ea7u t\u01b0 nhi\u1ec1u v\u00e0o vi\u1ec7c ph\u00e1t t\u00e1n th\u00f4ng tin.<\/td>\n Trung b\u00ecnh \u0111\u1ebfn cao, ph\u1ee5 thu\u1ed9c v\u00e0o chi\u1ebfn l\u01b0\u1ee3c SEO, SEM, chi ph\u00ed qu\u1ea3ng c\u00e1o PPC, chi ph\u00ed cho m\u1ea1ng x\u00e3 h\u1ed9i<\/td>\n Cao, \u0111\u1eb7c bi\u1ec7t v\u1edbi c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n nh\u01b0 truy\u1ec1n h\u00ecnh, \u0111\u00e0i ph\u00e1t thanh ho\u1eb7c b\u00e1o ch\u00ed. Chi ph\u00ed cho qu\u1ea3ng c\u00e1o tr\u00ean c\u00e1c k\u00eanh truy\u1ec1n th\u1ed1ng nh\u01b0 TV ho\u1eb7c t\u1ea1p ch\u00ed r\u1ea5t l\u1edbn.<\/td>\n<\/tr>\n \n \u0110\u1ed9 lan t\u1ecfa<\/td>\n R\u1ea5t cao, \u0111\u1eb7c bi\u1ec7t khi th\u00f4ng tin \u0111\u01b0\u1ee3c truy\u1ec1n qua c\u00e1c k\u00eanh x\u00e3 h\u1ed9i ho\u1eb7c trong c\u1ed9ng \u0111\u1ed3ng. M\u1ed9t th\u00f4ng \u0111i\u1ec7p c\u00f3 th\u1ec3 lan t\u1ecfa nhanh ch\u00f3ng, \u0111\u1ea1t \u0111\u1ebfn h\u00e0ng ngh\u00ecn ng\u01b0\u1eddi ch\u1ec9 qua v\u00e0i l\u1ea7n chia s\u1ebb<\/td>\n Cao, nh\u1edd v\u00e0o c\u00e1c c\u00f4ng c\u1ee5 qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn, m\u1ea1ng x\u00e3 h\u1ed9i. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau nh\u1edd kh\u1ea3 n\u0103ng nh\u1eafm \u0111\u1ed1i t\u01b0\u1ee3ng ch\u00ednh x\u00e1c.<\/td>\n H\u1ea1n ch\u1ebf h\u01a1n WOM, digital marketing, do ph\u1ee5 thu\u1ed9c v\u00e0o ph\u01b0\u01a1ng ti\u1ec7n, kh\u00f4ng c\u00f3 s\u1ef1 t\u01b0\u01a1ng t\u00e1c \u0111a chi\u1ec1u v\u1edbi kh\u00e1ch h\u00e0ng.<\/td>\n<\/tr>\n \n Kh\u1ea3 n\u0103ng \u0111o l\u01b0\u1eddng<\/td>\n Kh\u00f3 \u0111o l\u01b0\u1eddng ch\u00ednh x\u00e1c. Hi\u1ec7u qu\u1ea3 c\u1ee7a WOM ph\u1ee5 thu\u1ed9c nhi\u1ec1u v\u00e0o c\u1ea3m nh\u1eadn ch\u1ee7 quan c\u1ee7a kh\u00e1ch h\u00e0ng, m\u1ee9c \u0111\u1ed9 chia s\u1ebb c\u1ee7a h\u1ecd.<\/td>\n R\u1ea5t d\u1ec5 \u0111o l\u01b0\u1eddng, nh\u1edd c\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch k\u1ef9 thu\u1eadt s\u1ed1 nh\u01b0 Google Analytics, d\u1eef li\u1ec7u t\u1eeb m\u1ea1ng x\u00e3 h\u1ed9i, c\u00e1c h\u1ec7 th\u1ed1ng qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn.<\/td>\n Kh\u00f3 \u0111o l\u01b0\u1eddng m\u1ed9t c\u00e1ch chi ti\u1ebft. Th\u01b0\u1eddng ch\u1ec9 c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 d\u1ef1a tr\u00ean ch\u1ec9 s\u1ed1 doanh thu ho\u1eb7c m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u sau chi\u1ebfn d\u1ecbch.<\/td>\n<\/tr>\n \n T\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng<\/td>\n Tr\u1ef1c ti\u1ebfp, t\u1ef1 nhi\u00ean. Kh\u00e1ch h\u00e0ng l\u00e0 ng\u01b0\u1eddi truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p, tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd, t\u1ea1o n\u00ean t\u01b0\u01a1ng t\u00e1c hai chi\u1ec1u m\u1ea1nh m\u1ebd.<\/td>\n Cao, do c\u00f3 s\u1ef1 t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng qua c\u00e1c k\u00eanh nh\u01b0 m\u1ea1ng x\u00e3 h\u1ed9i, email, chatbot. C\u00f3 kh\u1ea3 n\u0103ng ph\u1ea3n h\u1ed3i nhanh ch\u00f3ng c\u00e1c c\u00e2u h\u1ecfi, \u00fd ki\u1ebfn c\u1ee7a kh\u00e1ch h\u00e0ng.<\/td>\n H\u1ea1n ch\u1ebf, v\u00ec c\u00e1c k\u00eanh truy\u1ec1n th\u1ed1ng nh\u01b0 truy\u1ec1n h\u00ecnh, b\u00e1o ch\u00ed l\u00e0 nh\u1eefng k\u00eanh m\u1ed9t chi\u1ec1u, kh\u00f4ng t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 ph\u1ea3n h\u1ed3i nhanh ch\u00f3ng ho\u1eb7c t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n 8. Case Study V\u1ec1 Vi\u1ec7c \u00c1p D\u1ee5ng WOM Th\u00e0nh C\u00f4ng<\/strong><\/span><\/h2>\n
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