Tapbaigiangmarketingthuongmaidientuvcu 150126131539 Conversion Gate01

Khoa Thng mi in t

i hc Thng mi

2015

1

i hc Thng mi

Khoa Thng mi in t

Hc phn:

MARKETING

THNG MI IN T

2 2015 - Khoa Thng mi in t - www.dhtm.edu.vn

Ti liu tham kho

Marketing thng mi in t - Nguyn Hong Vit & ctg (2011); NXB Thng K H Ni.

E-Marketing Judy Strauss & Raymond Frost (2012); Pearson Education, 6th edition

Digital Marketing: Strategy, Implementation and Practice Dave Chaffey & Fiona Ellis-Chadwick

(2012); Pearson Education 5th edition

Emarketing Excenllence: Planning and Optimizing Your Digital Marketing Dave Chaffey & PR Smith

(2013); Routlege 4th edition

Advanced Google Adwords Brad Geddes (2014); Sybex 3rd edition


Ni dung hc phn

Chng 1: Tng quan v Marketing thng mi in t

Chng 2: Hnh vi mua ca KHT v nghin cu TTT

Chng 3: Truyn thng TMT

Chng 4: Cho hng in t

Chng 5: nh gi trong TMT

Chng 6: Phn phi TMT

Chng 7: Lp k hoch Marketing in t

Chng 8: Mt s cng c marketing in t

Khoa Thng mi in t

i hc Thng mi

2015

2


nh gi kt qu hc phn theo qu trnh

im thnh phn Trng s

im chuyn cn

Vng 1

Vng 2

Vng 3

Vng 4

Vng >4

0.1

Ti a 8

Ti a 6

Ti a 4

Ti a 2

0 (Ko KDT)

im thc hnh

Kim tra

Thc hnh

0.3

2 bi

1 bi

im thi ht hc phn

Thi trc nghim

0.6

Chng 1

Tng quan v Marketing

Thng mi in t


Cu chuyn v Google

- Gia nhp th trng 04/09/1998

Google it

- Do Larry Page & Sergey Brin sng lp

Dont be evil,

- Marketing my tm kim: SEM/

Adwords, SEO,

- Tr gi th trng 395 t USD, nm gi

88% th phn my tm kim (08/2014)

- 6 t lt tm kim mi ngy nm 2013

Khoa Thng mi in t

i hc Thng mi

2015

3


Nhn t thnh cng ca Google

- Cng ngh tt vi chi ph thp: Google lun hot

ng n nh, bn b, tc , chi ph rt thp.

- Chin lc mi: Kt qu tm kim da trn t kha,

cn c vo mc ph bin, cht lng ni dung

-t trng tm vo KH: Cung cp nhng gi tr

mi cho KH, tin ch, n gin, tit kim,


Bi hc t cu chuyn Google

- Th trng lun m rng vi nhng sn phm mi, mang

tnh sng to v mang li gi tr cho KH

- KH lun t nim tin vo nhng thng hiu tt.

- Nhng chin lc Marketing c chun b chu o s

gip DN mi gia nhp tm c ch ng trn th trng


Nhng vn t ra cho cc DN

1. TMT c th h tr DN trong vic xy dng doanh thu, th

phn hoc gim chi ph?

2. Lm th no thnh cng khi DN bc vo

th trng trc tuyn sau cc i th khc?

3. My tm kim nh hng nh th no n

hot ng ca DN hin nay?

4. Ti sao cc DN cn trin khai cc hot ng SEM v SEO?

5. V sao mt s DN trin khai hot ng TMT nhng khng

hiu qu ?

6. Cn u t nhiu tin cho hot ng Marketing TMT khng?

Khoa Thng mi in t

i hc Thng mi

2015

4


Ni dung

1.1 Khi nim, c im v li ch ca Marketing TMT

1.2 M hnh Marketing TMT trong KDT

1.3 iu kin p dng Marketing TMT

1.4 Cc nhn t nh hng n Marketing TMT

1.5 S cn thit v phng php nghin cu mn hc


E-Marketing l g?

E-Marketing l qu trnh lp k hoch v

sn phm, gi, phn phi v xc tin i

vi sn phm, dch v v tng p

ng nhu cu ca t chc v c nhn

da trn cc PTT v Internet

Nng cao hiu qu cc chc nng Marketing

truyn thng.

Cng ngh trong E-Marketing to nn nhiu

chin lc mi.

E-Marketing

tc ng n

Marketing truyn thng

Nhng m hnh KD mi to nn gi tr KH -> tng

doanh thu, to li nhun cng ty.


Digital Marketing

Digital Marketing l thc hin cc hot

ng marketing bng cch s dng cc

cng ngh s.

Thc hin cc hot ng s dng cc ng

dng cng ngh s, thng qua Internet, cc

mng truyn thng v cc phng tin in t,

da trn d liu s v c im v hnh vi ca

khch hng kt ni, tng tc, thu hiu v

tha mn nhng nhu cu ca KH."

Khoa Thng mi in t

i hc Thng mi

2015

5


Marketing TMT

Tt c cc hot ng Marketing (ch yu l digital marketing)

thc hin phi hp trn mi knh (multi-channel, cross-channel,

omni-channel) h tr ton din v ti a cho hot ng TMT

ca DN nhm cung cp cc gi tr v tha mn cc nhu cu hin

hu v tng lai ca mi KH.


Bn cht ca Marketing TMT

C mi trng mi Internet Mi trng

Cc phng tin in t c kt ni vi

Internet - trao i thng tin s ha

Phng tin

Tha mn cc nhu cu KH

Khai thc tp KH trong thi i cng ngh Bn cht


c im ring bit ca Marketing TMT

Kh nng tng tc cao

Phm vi hot ng khng gii hn

Tc giao dch cao

Lin tc 24/7

a dng ho sn phm

Khoa Thng mi in t

i hc Thng mi

2015

6


Li ch ca Marketing TMT

i vi doanh

nghip Chia s thng tin

vi i tc, KH,

NC

T ng ha

gim chi ph giao

dch

Tip cn th

trng mi

C bit ha sn

phm


i vi khch

hng

Nhiu thng tin hn nh gi chi ph/li ch chnh xc hn

Nhiu sn phm la chn

Thun tin trong mua sm

Li ch ca Marketing TMT


Ni dung






Khoa Thng mi in t

i hc Thng mi

2015

7


Bi cnh kinh doanh ngy nay

Li ch cho cc doanh nghip

Tin li cho ngi tiu dng

Li ch chung ton x hi

Vic truy cp

Internet nhanh

chng, d

dng, chi ph

thp

Nhiu th trng hn

Nhiu vic lm hn

Ton cu ha trong truyn thng

H thp cc ro cn trong TMT v u t

Thng tin s

ha tc ng

tt n nn

kinh t


M hnh Marketing TMT trong KDT

SWOT: Bn trong, bn ngoi im mnh im yu,

c hi thch thc

Mi trng (Evironment)

Chin lc KDT + M hnh KDT + Cc k hoch MKTT

= H tr doanh nghip t c mc tiu kinh doanh

Chin lc (Strategy)

nh gi thnh cng thng v hiu qu thc hin ca

chng trnh Marketing TMT

Thc thi (Performance

)


Ni dung






Khoa Thng mi in t

i hc Thng mi

2015

8


iu kin p dng Marketing TMT

iu kin chung

iu kin ring

+ C s vt cht

+ iu kin php l

+ Th trng: Nhn thc ca khch hng

(trong B2B, B2C)

+ Doanh nghip: Nhn thc ca cc t chc

+ Mi trng kinh doanh: S pht trin ca

cc m hnh TMT, s pht trin cc ng

dng Marketing in t


DN no c th p dng E-Marketing

Cng ty kinh doanh truyn thng

Nghin cu th trng

qua Internet

S dng Internet nh 1

cng c truyn thng

E-Marketing b tr

cho Marketing truyn

thng

Cng ty TMT

S dng tt cc cc

tnh nng ca Internet

E-Marketing l chnh,

Marketing truyn thng

b tr cho E-Marketing

Cng ty KD kt hp TMT v truyn thng

Kt hp Marketing

truyn thng v E-

Marketing


Cc hot ng ch yu ca MKT TMT

Dch v khch hng

Pht trin sn phm mi

Xy dng thng hiu

nh v sn phm trn Internet

Phn phi qua mng

MKT quc t: hi ch, trin lm, tm im thng mi, sn giao dch

Nghin cu th trng

Marketing lan truyn

Xc tin thng mi qua mng

Khoa Thng mi in t

i hc Thng mi

2015

9


Ni dung







Cc nhn t nh hng n MKT TMT

Cc nhn t th trng v KDT

Cc nhn t lut php

Cc nhn t cng ngh


Cc nhn t v th trng KDT

Th trng ngi tiu dng

Th trng doanh nghip

Th trng chnh ph

Khoa Thng mi in t

i hc Thng mi

2015

10


Nhn t v th trng doanh nghip

T l cc DN kt ni Internet cao

Cc mng tng xng, cho php chia s thng tin v c s d liu

Cnh tranh gay gt do ton cu ho v vn xuyn bin gii gia

cc quc gia.

Thay i ton b cu trc chui cung ng

Tho mn nhu cu ca khch hng ngoi tuyn v trc tuyn

T chc v tp hp thng tin thnh tri thc


Nhn t v th trng ngi tiu dng

S lng ngi tiu dng s dng v chp nhn Internet gia tng

Vn bo mt v c nhn ho thng tin

Yu cu dch v khch hng tt

Vn xm phm t do c nhn trn mng: spam, tit l thng tin c

nhn.

Rt ngn thi gian phn hi gia DN khch hng


Nhn t v th trng chnh ph

Gii quyt quan h tng tc v thng tin gia 3 ch th: chnh ph,

DN v dn chng G2G, G2B, G2C

G2G: trao i, chia s d liu, gim chi ph v thi gian hi hp khng

cn thit

G2B: th trng mua c quyn; mua sm hng ho cng, u thu d

n chi tiu cng, ng k kinh doanh, cp php u t.

G2C: dch v cng - cp giy t c nhn, chng ch, ng & hon thu

thu nhp; giao lu, i thoi, tr li trc tuyn ca chnh ph.

Khoa Thng mi in t

i hc Thng mi

2015

11


Nhn t lut php

H thng vn bn php lut iu chnh hot ng MKT TMT:

Lut Giao dch in t p dng t 01/03/2006

Lut Bo v quyn li ngi tiu dng p dng t 01/07/2011

Ngh nh s 52/2013 v TMT p dng t 01/07/2013

nh hng ca lut php ti MKT TMT

Hot ng b mt v ring t

Bo v ti sn s ho

Chim dng ti sn c nhn


Nhn t cng ngh

Cc yu t k thut cng ngh trong TMT:

ng truyn, bng thng

Tch hp cc phng tin truyn thng a phng tin

S ph bin ca in thoi di ng

in ton m my


Nhn t cng ngh

nh hng ca cng ngh mi ti MKT TMT

Gim chi ph hot ng: thu ngoi v marketing bn trong

S pht trin ca cc h thng phn mm, marketing t ng

D liu ln, khoa hc d liu, o su d liu

Theo di hnh vi, marketing lp li (retargeting).

Marketing di ng, tr chi, ng dng, nh v khch hng

Khoa Thng mi in t

i hc Thng mi

2015

12


Ni dung







S cn thit v i tng mn hc

S cn thit:

L mn hc chuyn ngnh quan trng ca ngnh TMT, b tr cho

mt s chuyn ngnh khc nh Marketing, TMQT,.

Cung cp nhng kin thc c bn, h thng v l lun Marketing

TMT

Gi m v kt ni kin thc kinh doanh t cc mn hc khc

To lp nng lc phn tch hot ng Marketing TMT: hoch nh v

trin khai chin lc Marketing TMT

Nng cao t duy kinh t mi t duy kinh doanh thc t

nh hng cc k nng s dng cc cng c s


S cn thit v i tng mn hc

i tng mn hc:

Cc yu t lin quan n qu trnh qun tr Marketing TMT v bn

thn cc hot ng ca qu trnh ny

Nghin cu mi trng, th trng v c im ca DN a ra

kt hoch v chin lc Marketing TMT hp l

Khoa Thng mi in t

i hc Thng mi

2015

13


Bi ging in t v ging dy trn lp

Tip cn l thuyt da trn cc tnh hung thc tin

Tho lun theo ch .

T nghin cu ti liu tham kho

Thc hnh cc k nng c th

Tng tc a knh

Phng php nghin cu


Tho lun

Trnh by cc ng dng trn MXH Facebook (Google+, Linkedin) cung

cp cho hot ng Inbound Marketing v pht trin thng hiu ca

Khoa TMT. Xy dng gii php trin khai hot ng Inbound

Marketing v pht trin thng hiu ca Khoa TMT trn MXH

Facebook (Google+, Linkedin).

Chng 2

Hnh vi mua ca KHT v

nghin cu TTT

Khoa Thng mi in t

i hc Thng mi

2015

14


Ni dung

2.1. Tng quan v hnh vi mua ca KHT

2.2. Quy trnh ra quyt nh mua trc tuyn.

2.3. S trung thnh in t v lng tin trong TMT.

2.4. Nghin cu th trng in t


Khi nim KHT

Khch hng in t (e-customer) l t chc, c nhn tham gia vo TTT vi t cch l ngi mua hng ha, dch v hoc thng tin.

Bt k t chc c nhn no cng u c th l KHT tim nng hoc hin hu trong TTT.

S lng ngi dng Internet tng nhanh chng.

Cc khu vc ch yu: Bc M, ng , Ty u

Cc th h KHT ph bin: Generation X, Y, Z.

S dng PTT trong giao dch.


KH mc tiu trn Internet

Ngi

dng

Internet

KH

Mc

tiu

KHMT

trn

Internet

Khoa Thng mi in t

i hc Thng mi

2015

15


c im KHT

c im khch hng trong B2C:

+ Khch hng l ngi tiu dng cui cng: c nhn mua sp, dv phc

v cho nhu cu c nhn v gia nh

+ Yu cu cao v tnh bo mt thng tin v ti sn s

+ S lng khch hng ln

+ S lng mua hng t

+ Gi tr mua hng khng cao

+ Tn sut mua hng ln

+ Mc u tin cho quyt nh mua khc nhau tng phn on:

. Cht lng sn phm; thng hiu, uy tn website

. Gi thnh

+ Cc giao dch c din ra n gin, chi ph thp nhng mc

tin cy v an ton cha cao


c im khch hng trong B2B:

+ Khch hng l t chc, DN: mua sp,dv cho qu trnh SX kinh doanh

+ S lng khch hng t

+ S lng mua hng ln

+ Gi tr mua hng cao

+ Tn sut mua hng thp hn

+ Mc nh hng ca khch hng

+ Hot ng ca th trng B2B thng c thc hin qua trung gian

l cc sn giao dch in t

+ Vn chia s thng tin v d liu gia cc i tc l tt yu

c im KHT


Khch hng l t chc

SP, DV mua sn xut tip theo hoc

bn li cho ngi tiu dng khc

Mua sm my mc thit b, nguyn liu

bn thnh phm

Mua sm da trn c s yu cu k thut

v cng ngh

Li ch mua nhiu bn v cc quyt nh

da trn c s nhm nhiu hn

p dng cc phng php phn tch gi tr

v phn tch ngi bn nhiu hn

Thng thc hin vic thu thit b, u

thu cnh tranh v m phn nhiu hn

Khch hng l NTD cui cng

SP, DV mua ch s dng cho c nhn hoc

gia nh

Mua cc hng ha tiu dng c nhn

Mua sm da trn c s hnh dnh, thi

trang v chng loi

Khng c hoc c rt t li ch mua nhiu

bn v thng quyt nh mang tnh c

nhn hoc 1 s t ngi nh hng

S khc nhau trong mua sm

Khoa Thng mi in t

i hc Thng mi

2015

16


Khch hng l t chc

Nhu cu c dn dt t hot

ng SXKD.

Dao ng ca nhu cu c tnh chu

k hn

S lng ngi mua t hn v tp

trung hn v a l

Thng s dng chuyn gia mua

Knh phn phi ngn hn

C th yu cu dch v c bit

Khch hng l NTD cui cng

Nhu cu xut pht t bn thn hoc

gia nh

Dao ng t tnh chu k

S lng ngi mua ln v phn

ha v a l

Khng cn chuyn gia mua

Knh phn phi c th di hn

Yu cu dch v sau bn

S khc nhau v th trng


Nhn thc Cm xc Hnh ng

A

Attention

I

Interest

D

Desire

M

Memory

A

Action

M hnh hnh vi ngi tiu dng truyn thng

1920


M hnh hnh vi ngi tiu dng AIDA

M hnh AIDA c ng dng vo TMT

+ Attention: Website phi thu ht c s ch ca ngi xem (p, n tng, thm m cao)

+ Interest: Website phi cung cp cc sn phm, dch v, thng tin ph hp vi nhu cu ca khch hng mc tiu

+ Desire: Website phi c cc bin php xc tin to mong mun mua hng: Gim gi, qu tng.

+ Action: ng dng tin li, nhanh, an ton khch hng thc hin giao dch thun tin, d dng

Khoa Thng mi in t

i hc Thng mi

2015

17


M hnh hnh vi ngi tiu dng ca Dentsu

Nhn thc Cm xc

Interest

I Search

S Action

A Share

S Attention

A

Hnh ng

2004


M hnh hnh vi ngi tiu dng v phu MKT

Nhn thc Cm xc

Interest

I Search

S Action

A Share

S Attention

A

Hnh ng

2014

1M Viewers >>> 10K Visitors >>> 100 Customers >>> 10 Promoters


M hnh hnh vi mua ca KHT

Nghin cu m hnh hnh vi mua ca KHT c mc ch gip

doanh nghip hiu c cch thc khch hng ra quyt nh

mua hng trc tuyn. Nu nh doanh nghip kinh doanh trc

tuyn hiu c qu trnh ra quyt nh mua hng, s gip c

nhng tc ng ti quyt nh ca ngi mua,

V d: cc chng trnh qung co trc tuyn, xc tin bn hng

trc tuyn

c im ngi tiu dng

Tui; Gii tnh, Sc tc; Gio dc,Kiu sng; Tm l,

Tri thc; Gi tr, Nhn thn,

c im mi trng

X hi; Vn ha Cng ng; Lut php Chnh ph; Chnh tr

Cng ngh,

Cc h thng TMT (Technology, web, software)

Ngi tiu dng trc tuyn

H tr thanh ton, logistic

Thanh ton, An

ton, Giao nhn, Theo di, Ring

t,

Chc nng website

y , n gin, Chnh xc, D dng,

Cp nht, iu hng,

Dch v khch hng

FAQ, Email, Call

Center, Fanpage,

eCRM,

Cc

bin

kim

sot

Cc

bin

khng

kim

sot

c im kinh doanh

Uy tn thng hiu Tin cy; Chnh sch;

Quy trnh; Bi hon,

c im Sn phm,

dch v

Gi, chng loi, cht lng, ty bin, khc

bit, sn c,

nh Mua Mua tip

Khoa Thng mi in t

i hc Thng mi

2015

18


Ni dung






Qui trnh ra quyt nh mua trc tuyn

Khch hng trong khi ra quyt nh mua c th ng vai nhng

ch th sau:

Ngi khi xng: ngi u tin c tng hoc c ngh a ra

ngh mua mt sn phm hoc mt dch v no .

Ngi gy nh hng: ngi khuyn hoc a ra kin c trng lng

vi vic quyt nh mua hng

Ngi quyt nh: ngi ra quyt nh mua hoc mt phn quyt nh

mua: nn mua, mua ci g, mua bao nhiu, mua u?

Ngi mua hng: ngi thc hin qu trnh mua thc s

Ngi s dng: ngi tiu dng hoc s dng mt sn phm, dch v


M hnh ra quyt nh mua ca KHT

M hnh ra quyt nh mua trc tuyn B2C:

Xc nh

nhu cu

Quyt

nh

mua

nh gi

la chn

Tm kim

thng tin

nh gi

sau mua

Quyt nh mua:

2 cch thc: mua trc tuyn, mua ngoi tuyn

Khoa Thng mi in t

i hc Thng mi

2015

19


M hnh ra quyt nh mua ca KHT

M hnh ra quyt nh mua trc tuyn B2B:

S dng

kinh

nghim

tiu dng

sau mua

lm

c s

cho

t hng

tng lai

Tin

lng

Nhn

bit

nhu cu

v

Gii

php

c th

Thc

hin

qu

trnh

mua

chnh

thc

nh

gi

cc

yu

cu

c

p

ng &

la chn

ngun

ph hp

Lp

yu

cu

cho

Cc

nh

cung

ng

tim

nng

Tm

kim

v

La

chn

s b

Cc

ngun

tim

nng


H thng h tr ra quyt nh mua Cc bc trong qu trnh ra quyt nh

t hng - Giao hng

Xc nh nhu cu

Tm kim thng tin

Thng bo s kin v cc

i l

Catalog, tm kim v

lin kt web

Dch v thanh ton in t v

cp dch v logistic

Tho lun nhm, so snh

gia cc website

iu hng web v

phn loi, tm kim bn

trong web v web khc

Qung co bng biu

ng, cng ng o, din

n

Cc cng c h tr khch

hng ra quyt nh

Cc cng c h tr trn

Internet v Web

Tho lun nhm

Gi email

nh gi, tha thun,

la chn

Mua hng, thanh ton

v giao hng

Dch v sau bn v nh

gi

H tr khch hng thng

qua email v nhm chat

Hi p v bnh lun, sn

phm mu, dng th, li

khuyn v thng tin t khch

hng s dng sn phm


Cc c tnh ca KHT nh hng n qui trnh mua

- Thi tch cc i vi mi trng cng ngh

- Kinh nghim mua hng trc tuyn

- Gii tnh

- Ngn ng

- Xu hng mua hng:

- Mua hng nh hng mc tiu

- Mua hng nh hng kinh nghim

- c im ca sp, dv:

- u th thun tin trong phng thc mua

- u th v gi

- c im vn ha, li sng, tp qun

Khoa Thng mi in t

i hc Thng mi

2015

20


S bin i phng thc Marketing

- Marketing i tr, qung co din rng.

- Phn on th trng, tip cn nhm khch hng mc tiu.

- Marketing quan h v marketing trc tip (121)


Ni dung






Mc tiu ca Marketing TMT

Thu ht khch ving thm cc website ca DN

Bin khch ving thm thnh KH mua hng

Bin KH mua hng thnh KH trung thnh

Khoa Thng mi in t

i hc Thng mi

2015

21


Ngi hoi nghi

KH tim nng

Khng t

KH ln u

KH lp li Khch

hng TT

Thnh

vin

Ex-customers i tc

Gi tr

sut i

ca KH

Mc tiu ca Marketing TMT


S trung thnh in t (E-Loyalty)

S trung thnh in t l s biu hin thi ng h, tin tng v hi lng i vi hot ng KDT (ca doanh nghip TMT) v lp i lp li hnh vi mua hng ca KHT.

Mun c s trung thnh th doanh nghip KDT phi to c s tha mn trong giao dch in t i vi KHT. S bnh chn nh gi ca mt KH c nh hng ti nhiu KH tim nng.

KHT phi nhn thy doanh nghip cung cp cho h nhiu gi tr hn, h c nhiu li ch hn, tit kim nhiu chi ph hn trong cc giao dch.


Lng tin ca KHT

S tin cy l c s ca lng trung thnh. S tin cy, mt thut ng c nh tnh hn l nh lng, xy dng nn th kh, m mt i th d. Trong kinh doanh, tin cy l yu t v cng cn thit thu ht v gi khch hng.

Thch thc ln nht trong KDT l to s tin tng khch hng. Khch hng thng lo ngi v nn n cp thng tin, cc s c an ninh mng, dch v khch hng

Khoa Thng mi in t

i hc Thng mi

2015

22


Lng tin ca KHT

D doanh nghip TMT l mt nh bn l B2C, bn bun B2B, hay bt c mt loi hnh KDT no khc, th nguyn tc c bn xy dng lng tin u nh nhau. lng tin phi c to dng dn dn, khng th nng vi. Sau rt nhiu nhng lin h, giao dch, nu KH lun hi lng th lc doanh nghip s c c lng tin ca h.

Cc nhn t to lng tin cho KHT: Thng hiu, Chnh sch, n nh, Dch v chm sc KH,


Thng hiu vi KHT

Thng hiu l mt c s to lng tin vi KHT. Cc nh

qun tr KDT phi cn nhc xem cch thc bn hng trn

mng quan trng hn hay vic pht trin thng hiu to

lng tin quan trng hn.

Doanh nghip no nm bt c cch thc xy dng thng

hiu trn Internet s l ngi chin thng.

V d: Ebay v Amazon, hai cng ty TMT hng u hin nay rt thnh

cng trong vic to dng lng tin khch hng.Tun theo nguyn tc

chm sc lin tc, Amazon v Ebay c c s lng ng o KHTT

khng ch v nhng th h bn m v khch hng thng xuyn hi lng

khi s dng cc dch v ca h.


Chnh sch, s n nh vi KHT

Mt nhn t quan trng na chim lng tin ca khch hng l s tin cy trong iu khon bn hng, dch v bn hng v c bit l kh nng truy nhp Website.

Vic o lng cc thng s truy nhp s gip cc nh qun tr bit c v tr ca mnh trong cc giao dch TMT nh h thng o lng nng lc, tc , s n nh v nhiu nhn t khc lin quan n hot ng ca Website.

Khch hng bit rng h c th tin tng vo mt Website chy nhanh, n nh v c th d on c, t ri ro.

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Dch v chm sc vi KHT

Cc doanh nghip KDT bao gi cng phi cch tranh nhau rt mnh, phi u t rt ln cho b phn chm sc khch hng, c v nhn lc v cng ngh. Dch v chm sc KH mt cch ton din l mt yu cu trong to dng lng tin ca KH.

Vic c nhiu thng tin s em li s tin tng. Khch hng tm c nhiu la chn khc nhau th s c c cm gic DN chn thnh v ng tin hn.


Ni dung






Khi nim TTT

Th trng in t (E-market) l th trng o, ni ngi mua v

ngi bn gp nhau trao i hng ha, dch v, tin hoc

thng tin. TTT c pht trin trn c s ng dng cng ngh

Internet, l cc im tip xc trn xa l thng tin ngi mua

v ngi bn c th gp v tng tc vi nhau.

Th trng c ba chc nng chnh:

Ni ngi bn v ngi mua gp nhau,

Thun li ha vic trao i thng tin, hng ha, dch v v thanh ton

lin quan ti cc giao dch trn th trng, v

Cung cp mt h tng cu trc cng nh mt khung php l v quy ch

trong c th cc chc nng hiu qu ca th trng

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Nhng yu t ca TTT

Khch hng in t (e-customer)

Ngi bn hng in t (e-seller)

Cc dch v v sn phm (physical and digital products, services)

H tng (infrastructure)

Cc tin din (front end)

Cc hu din (back end)

Trung gian (intermediaries)

Cc i tc khc (logistics)

Cc dch v h tr (support services)


Nghin cu TTT

kinh doanh TMT thnh cng th doanh nghip cn nghin

cu tm kim thng tin v tri thc v KH v Sp, Dv.

Nghin cu TTT l iu tra th trng v hnh vi KHT thu

thp thng tin, tri thc v kinh t, cng nghip, sn phm, gi c,

phn phi, cnh tranh, xc tin v hnh vi mua ca KH nhm mc

ch tm ra cc vn ang gp phi v cc c hi kinh doanhh

thit lp k hoch marketing v nh gi cc hot ng

matketing TMT.


Thng tin v tri thc Marketing TMT

Thng tin nh cht xc tc cho hot ng nghin cu.

Tri thc l nhng thng tin c ch, sng to qua x l, mang tnh hc hi v k tha

Marketing c hiu qu, cn phn bit gia thng tin v tri thc:

Tri thc khng ch n thun l tp hp thng tin.

Con ngi l i tng nghin cu, CNTT &TT l phng tin s dng cho nghin cu.

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Customer

Database

1) KH t hng 10 my

tnh mi

2) KH gi in cho cng ty

my tnh

Nt bt my

tnh u?

i din bn hng

i din dch v khch hng

Hmmm, 21% KH

khng th tm c nt on bt

Thit k li nt bt

my tnh

3) Nhng xu hng

Tnh hung gi nh thc hin hot ng nghin cu khch hng v s dng thng tin

ny ci tin nng cao cht lng sn phm ca doanh nghip SX my tnh


Cc bc nghin cu TTT

Xc nh

vn cn

nghin cu

Phn b

cc kt qu

nghin cu

Phn tch

d liu

Thit lp

k hoch

nghin cu

Thu thp

d liu


i vi nh bn l trc tuyn Ni dung nghin cu: qua website

1. Cng c v tng cng hot ng mua bn trc tuyn S ngi truy cp website thng xuyn nht

2. D bo nhu cu v sn phm Tng thi gian khch hng li website

3. Th nghim sn phm mi Kim tra v th nghim v cch thc t chc, bi tr website

4. Kim tra cc mc gi m DN a ra ng dn khch hng n vi website c hot ng thc s hiu

qu?

5. Kim tra tnh hiu qu trong hot ng ca cc thnh vin v

trong vn hp tc nhn hiu Mc hi lng ca khch hng khi truy cp website

6. Kim tra tnh hiu qu ca cc i l mi gii

i vi khch hng hin ti v tim nng Ni dung nghin cu: qua cc chng trnh XTTM

1. Nhn dng cc phn on th trng mi Kim tra tnh ph hp ca cc chng trnh qung co

2. Kim tra mc hi lng trong hot ng mua sm ca khch

hng

Kim tra hiu qu ca cc hot ng xc tin mi

3. Nhn dng v phn tch c im khch hng hin ti Xc nh tnh hiu qu ca cc chng trnh pht thng coupon

4. Kim tra hiu qu cc phng php ti u ha khch hng n

vi website ca DN

o lng s lng ngi click vo cc banner qung co

Nhng ni dung nghin cu in hnh

Cc bc nghin cu TTT Bc 1: Xc nh vn nghin cu c trng

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- Bc 2: Lp k hoch nghin cu:

- Xc nh phng php nghin cu: phng php quan st, cch thc

nghin cu kho st v cc phng php nghin cu ngoi tuyn c s tr

gip ca cng ngh

- La chn mu nghin cu: La chn cc ngun v s lng mu nghin

cu

- Phng php tip cn: in thoi, email, trc tip vi i tng nghin cu

qua Internet

- Thit lp cc cng c nghin cu:

- Nghin cu qua kho st: bng cu hi

- Phng php nghin cu khc: s dng mt giao thc chun hng dn

cch thc thu thp d liu

Cc bc nghin cu TTT


- Bc 3: Thu thp d liu da trn k hoch nghin cu c lp

- Bc 4: Phn tch d liu: s dng phn mm thng k cho phng php phn

tch d liu qua kho st truyn thng hay qua phng php khai ph d liu

nhn dng mu v thng tin trong CSDL

- Bc 5: Phn b cc kt qu nghin cu/ b sung thm vo CSLD in t

Cc bc nghin cu TTT


Cc phng php nghin cu TTT

Nghin cu phn on th trng (nh gi phn tch s dng web): a l, nhn khu, li sng, hnh vi,

Ly mu trc tuyn: thu thp d liu trc tuyn qua email, chatroom, din n,

Bng hi trc tuyn: mt phng thc chnh thu thp d liu bng cch lp bng cu hi trn web v mi KHT phn hi thng tin trc tip.

Lng nghe trc tip: s dng chatroom, blogs, forum, newsgroup, social network, tng tc vi KH

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Cc phng php nghin cu TTT

Thu thp d liu trong mi trng web 2.0: bnh chn (polling) web c nhn (blogging), tn gu (chatting, live chat, chatterbots), tho lun (collective wisdom, find expertise),

Theo di KH trc tuyn:

Nht k giao dch (transaction logs)

Theo di ngm (cookies, web bugs, spyware)

Phn tch web (web analytics, mining)


Thu thp qua nghin cu trc tuyn

(1) Th nghim trc tuyn (Thc nghim trc tuyn)

Mc ch:

Tm hiu phn ng khc nhau gia cc nhm nghin cu

Kim tra tnh khc bit ca cc ch n tng nhm nghin cu

Ni dung:

La chn ni dung nghin cu

Chia nhm i tng nghin cu

Gi ngu nhin ni dung nghin cu n cc nhm

o lng s phn ng ca mi nhm vi ni dung nghin cu bng

cch gi bng cu hi


(1) Th nghim trc tuyn (Thc nghim trc tuyn)

u im:

Kim tra gn chnh xc mc nh hng, tc ng qua li ca cc

n lc MKT vi khch hng

Kim tra d dng hiu qu ca website, banner qung co, cc cho

hng trc tuyn

Nhc im:

Thi gian nghin cu di

Chi ph cao

S lng mu qu ln kh nng kim sot?


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(2) iu tra phng vn theo nhm mc tiu trc tuyn:

Mc ch:

Gip nhn dng cc hnh vi v phn ng c trng trc khi bc vo

nghin cu kho st khch hng

Ni dung:

Xc nh nhm mc tiu phng vn c th (4 8 thnh vin)

Phng vn trc tuyn qua phng chat hoc din n



(2) iu tra phng vn theo nhm mc tiu trc tuyn:

u im:

Rt ngn khong cch gia cc thnh vin cch xa nhau

Cu tr li ca cc thnh vin khng b nh hng ln nhau

Nhanh v t tn km hn cc phng php khc

Hn ch:

S lng thnh vin hn ch Bng thng tin trc tuyn v cp nht thng

xuyn

Mt i s biu l kin qua khun mt khi giao tuyn trc tuyn Biu tng

mc nh

Tnh xc thc Thm nh bng nhng cu tr li v mt khu truy cp



(3) Hot ng quan st trc tuyn

Ni dung: Quan st KH trong nhng tnh hung c th nh:

- Kim tra hnh vi thc t ca khch hng

- Quan st vic KH tn gu v gi email, gi tin qua bng tin

- Quan st vic KH lt web, lu li trn web

u im: Hiu qu v mang tnh xc thc cao

Hn ch: Mu nghin cu nh mc khi qut ho cha cao


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(4) Kho st trc tuyn:

c im:

Mu nghin cu ln

Kho st bng hnh thc gi bng cu hi trn website hoc qua email

Bao gm:

Kho st qua email:

Mu nghin cu: Thu thp a ch email t h thng c s d liu ca DN, t

DN chuyn dng, t website

Gi bng cu hi

Gi email nhc nh ti nhng i tng nghin cu

Kho st qua website

DN gi bng cu hi ln website ca h

KH tr li vo mu tr li t ng di dng nt bm/ menu/ trng



u im Nhc im

Nhanh v t tn km Kh nng khi qut ha cha cao

Kh nng thay i v thch ng tt Tnh hiu lc ca hot ng o lng

Xu hng ngi c hi tr li theo hnh thc c nhn ha

Gim sai s trong qu trnh nhp d liu do s dng my tnh

Khng kim tra c tnh xc thc ca cu tr li

Nhn c hi p trung thc cho nhng cu hi nhy cm

i khi khng xc nh c tnh trung thc ca cu tr li

Bt c ai cng c th tham gia tr li (c li mi ca DN/ mt m c bo v)

i tng kho st c th b trng lp nhiu

Cc d liu in t d dng sp xp thnh bng th t

Xu hng gim bt s lng ngi i phng vn

u v nhc im ca nghin cu kho st trc tuyn



(5) Cc nhm hi tho phng vn trc tuyn

Mu nghin cu l cng ng opt - in

- ng tr thnh i tng nghin cu

- c hng li ch/u i nht nh

- Trch nhim hon thnh bng cu hi v cung cp DN cc thng tin v

c im tnh cch v hnh vi ca mnh

u im:

- Tng t l phc p

- Tnh chnh xc cao

- Gip xy dng c s d liu v nhn khu hc

Hn ch:

- Chi ph cao

- Vn khi qut ha cu tr li?


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Thu thp d liu t giao din ca KH

= Thu thp thng tin v KH ngay ti PC ca ngi s dng

S dng cookies khi ngi s dng truy cp vo website:

Theo di hnh vi ca ngi s dng

Gip nh marketing a ra chng trnh xc tin ph hp v cc

webpage gi n tng ngi s dng ring l

S dng clickstream: Thit lp h thng o lng PC trn my tnh ca

mt nhm nhng ngi s dng nht nh v theo di v hnh vi v cc

trang web, ni dung m nhm ngi ny truy cp Internet

Clickstream: Phn mm theo di qu trnh click ca KH, nhm xc nh

chng trnh no trn website thu ht KH nht

Thu thp qua cng ngh khc


Thu thp d liu t server:

S dng phn mm b m web log tp hp cc bo co v:

S lng ngi s dng

Mc no trn website m KH u tin truy cp

Ngi s dng mua g ti trang web

Nhiu DN s dng d liu t server to nn nhng thay i thng xuyn trong

cc webpage v cc cho hng xc tin

D liu thi gian thc xy ra khi mt phn mm c bit:

Theo di s di chuyn ca KH thng qua 1 website

Bin son v bo co d liu ti nhng bn thng bo hin ti

Cho php nh marketing phn tch c hnh vi trc tuyn ca KH v a ra

nhng iu chnh kp thi



Tip cn nghin cu t khng gian thc:

Thu thp d liu s cp khng gian thc ti cc im mua hng ngoi tuyn

Kt hp vi d liu trc tuyn a ra bc tranh ton cnh v hnh vi ca KH i vi nhng

DN bn l c nhn

Thu thp d liu thng qua: Cc loi my c th thng minh, th tn dng, cc my bn

hng tng tc, my qut d liu

VD: Catalina marketing s dng my qut UPC cho hot ng xc tin :

t nhng my nh bn cnh quy thanh ton ti cc gian hng tp phm thu thp

cc coupon da trn vic mua hng ca tng KH

Khi KH s dng ht tin trong coupon, my qut m s ngang s ghi li

Xy dng mt h thng c s d liu khng l cho mc ch mua hng v cho nhng

phc p cho hng ca KH

C th kt hp c d liu thu thp ti cc gian hng bn l ngoi tuyn vi d liu

ti cc gian hng trc tuyn


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D liu thu thp c:

- Lu tr ti kho cha d liu

- S dng phn tch v phn phi ti nh ra quyt nh Marketing

Phng php phn tch d liu phc v cho ra quyt nh Marketing:

Khai ph d liu

H thng d liu khch hng

Phn tch RFM

Xy dng cc bn bo co

Phn tch v phn phi d liu


Hn ch ca nghin cu TTT

Qu ti d liu. => s dng quy trnh x l t ng.

chnh xc ca thng tin phn hi.

Thit b trc trc.

o dc v php lut trong theo di.

Cn tham kho cc n v chuyn su v nghin cu TTT

Chng 3

Qun tr Truyn thng

Marketing in t

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NI DUNG

3.1. Khi nim v c im ca truyn thng marketing in t

3.2. Phn loi truyn thng marketing in t

3.3. Cc cng c truyn thng marketing in t

3.3.1. Qung co trc tuyn

3.3.2. Marketing quan h cng chng in t

3.3.3. Xc tin bn hng in t

3.3.4. Marketing in t trc tip

3.3.5. Chng trnh thnh vin


Truyn thng Marketing T

Khi nim truyn thng marketing in t

- Truyn thng a phng tin (multimedia): m thanh,

hnh nh, ni dung, ng dng,

- Truyn thng marketing (marcom):

- Truyn thng tch hp (IMC): Qung co, Xc tin, Quan

h cng chng, Marketing trc tip,

- Truyn thng Marketing in t: Qung co trc tuyn,

Xc tin trc tuyn, Quan h cng chng in t, Quan

h khch hng in t,


- Lun bt u t nhu cu ca KH hoc l t mong mun,

k vng ca DN. Hot ng truyn thng marketing in

t c th h tr c g hoc c th thc hin iu g?

- Tc ng n hnh vi ca KH: Hot ng IMC tc ng,

hp dn, nh hng v c th lm thay i hnh vi tiu

dng ca KH.

c im truyn thng Marketing T

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- S dng tt c cc dng thc truyn thng c th kt

ni, lin h, tng tc hoc tc ng ti KH ti cc im tip

xc (touch point).

- Xy dng mi quan h gia thng hiu vi KH l c

im quan trng trong hot ng IMC. DN cn cc ng dng

qun l quan h vi khch hng in t (e-CRM) xy

dng v duy tr mi quan h, lng trung thng v pht trin

khch hng mi.



-S dng cc PTT, nht l truyn thng k thut s

thc hin hot ng truyn thng marketing in t: Email,

Website; Tin tc, mng x hi, tm kim trc tuyn,

- Phi hp truyn ti thng ip thng nht. D s dng

nhiu phng thc, knh truyn thng no trong IMC

(qung co, im bn hng, hot ng xc tin bn, khuyn

mi...)



-Truyn thng tr tin (Paid Media): thu ngoi thc hin

(outbound), nh qung co my tm kim (SEM), qung co

hin th, qung co mng x hi (SMM), PR,

- Truyn thng t c (Owned Media): t thc hin (inbound)

websites, blog, microsites, mng x hi, email, video

- Truyn thng kim c (Earned Media): do KH thc hin,

truyn ming (WOM), nh gi, chia s, nhn xt, bnh lun,

gii thiu, din n,

Phn loi truyn thng Marketing T

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Cc phng tin truyn thng Marketing in t

Qung co hin th.

Marketing my tm kim SEM, ti u ha my tm kim SEO

Email Marketing

Truyn thng mng x hi SMM, SMO

Ti u ha website

Xc tin bn hng in t

Chng trnh thnh vin

Marketing di ng APP, SMS, Tr chi


Cc phng tin truyn thng in t


Qung co trc tuyn

Khi nim:

Qung co trc tuyn (Online Advertising) l hot ng qung co

trn mng Intenet (Internet Advertising), nhm truyn ti thng ip

Marketing c tnh thuyt phc v sn phm, dch v, gii php,

thng hiu n khch hng mt cch ch ng.

Qung co trc tuyn bao gm qung co thng qua my tm kim

(search engine), qung co hin th, email qung co, banner qung

co, qung co trn websites, qung co bng siu lin kt, video

qung co,

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Qung co trc tuyn Chi tiu cho qung co trn Internet M t 1996-2007


c im ca qung co trc tuyn:

Qung co trc tuyn c li ch rt ln l thng ip qung co khng b gii hn bi khng gian a l hoc thi gian.

Qung co trc tuyn c tnh tng tc cao hn so vi hot ng qung co ngoi tuyn (offline advertising).

Qung co trc tuyn c to ra nhm mc ch lm cho hot ng nhn thc ca khch hng tr nn d dng v n gin hn.

Qung co trc tuyn c th o m c mt cch chnh xc v d dng.

Qung co trc tuyn

Mc tiu ca qung co trc tuyn: Xy dng s nhn bit thng hiu; Kch thch cu tiu dng ca khch hng; gia tng s phn hi ca khch hng...


Mt s thut ng v khi nim cn bit trong qung co trc tuyn

Ad Space: khong din tch/v tr dng qung co trn web

Animated GIF: mt nh dng nh ng (.gif), c th thay i hnh nh

Banner: Mt nh dng Hnh nh qung co trc tuyn (c th l nh tnh hoc nh ng, hoc hot nh flash) xut hin trn trang web

Banner Exchange: hot ng lin kt, trao i banner gia cc website

Call to Action: Li ku gi hnh ng trn web dn d, khuyn khch ngi dng dn n hnh ng c th. V d: Sign up for our newsletter, book car hire today etc...

Click Through: Click vo 1 ng link dn n 1 trang web khc.

Click Tracking: s dng scripts theo di clicks ra/vo website

Click-though Rate: T l s phn trm ngi dng click vo mt a ch URL c th c th thng qua email hoc hyperlink trn website

Qung co trc tuyn

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Mt s thut ng v khi nim cn bit trong qung co trc tuyn

Cookie: L mt file vn bn ngn (small text file) lu tr thng tin ca ngi s dng my tnh (end-users computer) truy cp vo website xc nh ngi dng, v cho php website xy dng profile ca ngi dng.

CPA: Cost per Action: Khon chi ph phi tr c thm c 1 khch hng mi.

CPC: Cost per Click: ngi mua qung co ch phi tr tin cho nhng ln click chut ca ngi dng internet click xem qung co trn website.

Impression Fraud: Truy cp qung co gi. Tc l trong hot ng qung co trc tuyn, nht l qung co thu ph CPC th cc nh bn qung co cn tnh ton trung thc v c li cho khch hng khi tnh ph CPC, trnh tnh trng truy cp qung co gi, click lin tc kim tin.

Popup: mt loi hnh qung co m ca s/hp thoi qung co t m ra ngay trong mn hnh/ca s m chng ta ang xem.

Traffic: Lu lng khch truy cp vo mt website c th.

Qung co trc tuyn


Nhng loi hnh qung co trc tuyn

Qung co banner hnh nh/ flash/ video: ti cc v tr c thit k cho vic bn qung co

Pop-ups v pop-unders: loi ca s qung co xut hin ngu nhin v t ng

Qung co tm kim ni dung v qung co tm kim bn

Qung co thng qua mn hnh nn (wallpaper advert)

CPI (Cost per Impression); CPC (Cost per click); CPA (Cost per Acquisition); CPM

Flat rate: mt s website c lng truy cp thp c th la chn phng thc bn qung co vi gi c nh/1 thng (1 nm...) m khng quan tm n s lng truy cp c th.

Qung co trc tuyn



Cost per engagement: loi hnh qung co m ngi mua qung co ch phi tr tin khi ngi dng internet truy cp vo mt ca s/banner chy theo chut ca ngi dng. Nu ngi dng quan tm n ni dung qung co, ngi dng click vo ca s v video/flash... hin ra ni dung qung co.

Qung co theo ng cnh: nh cung cp dch v qung co trc tuyn cho php khch hng mua qung co theo ng cnh da trn ni dung ca trang web. V d: mt bi vit v li ch khi leo ni bng xe p trong cuc sng hin i, c th xut hin ng thi hyperlink, banner, video, flash... ca mt hng sn xut xe p leo ni hoc mt ca hng bn xe p leo ni.

3.2.1. Qung co trc tuyn

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Qung co trc tuyn


Qung co yu cu v a l, hnh vi khch hng, profile ca khch hng

(V d Facebook)

Qung co lin kt in t

Qung co tm kim


Qung co trc tuyn


Chin dch qung co trc tuyn

Thit lp knh/ cc loi hnh thc qung co trc tuyn

Xc nh khch hng mc tiu: loi website no m khch hng mc tiu thng xuyn truy cp

La chn phng thc tr tin tng ng vi loi hnh qung co trc tuyn c th

Hiu bit r mc tiu qung co v khch hng mc tiu ca chin dch qung co

Chin dch qung co cn: ni dung v hnh thc hp dn ngi dng; truyn ti thng ip r rng v dn d khch hng hnh ng (truy cp vo link, video, hnh nh qung co v tm hiu v chng trnh qun co), s tin ch (nt bm, nt like, nt chia s...)

Qung co trc tuyn

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u th v nhc im ca qung co trc tuyn

Li th: Theo OPA (Online Publisher Association): trung bnh c khong 80% s ngi xem qung co trc tuyn dng video, 52% s c nhng hnh ng tip theo: 31% truy cp vo website c qung co; 22% tm kim thm thng tin v sn phm/dch v c qung co; 15% s ngi gh vo online store, v ch c khong 12% s ngi s mua hng.

Hnh nh qung co giu ni dung v d dng tri nghim. V d: qu tng khuyn mi; khng gian web c bit; t chc cuc thi; iu tra c qu tng...

Tnh tng tc cao

D dng o lng c kt qu

Qung co trc tuyn


u th v nhc im ca qung co trc tuyn

Tr ngi v mt cng ngh: h thng qung co trc tuyn kh phc tp v mt cng ngh, nht l loi hnh qung co trong marketing lin kt in t

Tc truy cp: trang web c nhiu qung co thng c tc truy cp chm do phi ti nhiu ni dung rich media

Qung co qu nhiu lm cho ngi dng cm thy mt mi v nhm chn, ngi s dng thng c xu hng b qua nhng banner qung co khi truy cp vo website.

Phn mm ngn chn qung co: V d: AdBlocker

Qung co trc tuyn


Qung co tm kim

Qung co trc tuyn

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Danh sch cng c tm kim


Qung co tm kim


Kt qu tm kim c 2 loi l: kt qu tm kim thng thng v kt qu tm kim tr tin

Kt qu tm kim thng thng: l nhng kt qu m cng c tm kim theo thut ton v tr v cc kt qu theo thut ton ca cng c v s cung cp thng tin hp l ca website c hin th.

Qung co tm kim

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Kt qu tm kim c 2 loi l: kt

qu tm kim thng thng v kt qu tm kim tr tin

Kt qu tm kim tr tin (paid search results): l nhng kt qu tm kim c xut hin theo th t u tin (thng l nhng kt qu u tin ca trang tm kim

u tin/ ring bit (c ti tr) v nhng kt qu ny c ngi mua qung co tr tin c xut hin vi th t u tin .

Qung co tm kim


Mt s thut ng v khi nim

Above the fold: Ni dung s c hin th trn mn hnh m khng ko xung c. (tc l v tr hin th qung co c nh)

Algorithm: Thut ton: Thut ton tm kim v nh gi kt qu tm kim ca cc cng c tm kim

Browser: Trnh duyt web: V d: Chrome; Firefox; IE, Opera, Safari...

Index: Ch s tra cu d liu cho t kha, m cng c tm kim nh gi.

V d: T kha lin quan n sn phm giy dp tr em

Giy tr em/ giy tr em/ giay tre em

Dp tr em/ dep tre em/ giay dep tre em...

Keyword/ Keyword phrase: T kha tm kim/ Cm t kha

Organic search results/ Paid search results

Kt qu tm kim theo thut ton thng thng/ Kt qu tm kim tr tin

PPC (Pay per Click): Loi hnh tnh tin trong qung co tm kim, tc l ngi mua qung co ch phi tr tin cho mi click m ngi s dng (internet user) xem vo ng link qung co trn kt qu tm kim tr tin

Ranking: Xp th hng v v tr cc trang web Search Engine: Cng c tm kim trn mng internet, bao gm cng c tm kim vn bn (Google, Bing, Yahoo, Ask...) v cng c tm kim siu lin kt (Meta search engine) SEM (Search Engine Marketing): Hot ng marketing da trn vic s dng cng c tm kim SEO (Search Engine Optimisation): L cc hot ng vi mc ch nng cao th hng tm kim ca trang web vi mong mun hin th kt qu tm kim ti u nht cho website. SERP (Search Engine Results Page): Trang kt qu tm kim Spider: Nhn tm kim: l mt chng trnh t ng d tm v kt ni thng tin ca cc trang web vo h thng d liu ca cng c tm kim Sponsored links: Kt qu tm kim c tr tim trn trang tm kim URL (Universal Resource Locator): a ch ca mt trang web trn Internet


Qung co trc tuyn >>> Qung co tm kim Tm quan trng ca Tm kim

Tm quan trng ca tm kim i vi ngi lm marketing (marketer)

Tm kim c nh hng: mi ngi thng ch s dng internet tm kim nhng g h ang mun bit v ang cn.

Cng c tm kim l li vo ca Internet: Trn Internet c hng trm t website, blog, ng link, v vy ch c th s dng cng c tm kim truy cp n ni dung m ngi dung mong mun. Theo hng comScore, c n 95% ngi dng Internet trn th gii truy cp vo cng c tm kim (comScore, thng 8 nm 2007)

Ngnh dch v tm kim l mt ngnh quan trng trn mng internet: c rt nhiu cng c tm kim, rt nhiu doanh nghip kinh doanh dch v c lin quan n tm kim, v tt nhin, c hng t ngi dng truy cp vo cng c tm kim tm mt thng tin.

c tm thy trn mng Internet, bn phi tn ti v phi c cng c tm kim tm n.

Kt qu tm kim hin th hng u (top) cng tng ng vi top of mind trong nhn thc v tm tr ca khch hng.

Ngi tiu dng tin tng vo cc kt qu tm kim bnh thng theo thut ton hn l cc kt qu c tr tin.

D dng tm kim c khch hng tim nng trong tt c cc khu ca hot ng mua-bn

Rt nhiu ngi s dng Internet t cng c tm kim (Google, Bing, Yahoo...) lm trang ch (homepage), cc trnh duyt web cng tch hp cc cng c tm kim vo trnh duyt mt cch d dng v a dng.

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D tm thng tin ca website thng qua nhn tm kim

nh ch mc v sp xp cho ton b thng tin trn web m n tm thy

Tm kim thng tin m ngi dng yu cu

Xp hng kt qu tm kim

Qung co trc tuyn >>> Qung co tm kim Nguyn l hot ng ca cng c tm kim


Qung co trc tuyn >>> Qung co tm kim SEM (search engine marketing): SEM = SEO + PPC


Keywords/ key phrases: t kha v cm t kha l nhng t m ngi dng s nh vo tm kim v truy tm thng tin mong mun c trn mt website no m cng c tm kim tr v. C hai k thut SEO v qung co PPC u cn n t kha c lin quan n website.

SEO:

Cng c tm kim gip ngi dng d dng tm kim c nhng g h cn, v th nhng kt qu tm kim cn phi: c lin quan n vn tm kim; quan trng; ph bin; ng tin cy v c bn quyn xc thc

SEO l mt cch lm cho cng c tm kim tm c thng tin m website mong mun ngi dng tm c mt cch t nhin.

SEO l k thut, trong cc website cn tun th 5 nguyn tc c bn sau t c kt qu tm kim t nhin vi th hng hng cao: Cu trc ca website thn thin vi thut ton ca cng c tm kim; t kha ph hp; s ph bin ca ng link; v xu hng mi

Qung co trc tuyn >>> Qung co tm kim SEO

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Qung co trc tuyn >>> PPC (Pay Per Click) PPC c s dng ph bin trn cc h

thng website sau:

Nhng cng c tm kim a mc ch nh Google, Yahoo, Bing, Ask, Answer... PPC

l hnh thc qung co em li doanh thu ch o cho cc cng c tm kim. PPC chim 99% doanh thu ca Google, c t 5,19 t la (31/10/2008)

H thng nhng trang tm kim thng tin mua sm (sn phm, gi c, nh gi) v d nh NexTag.com, Shopping.com...


Qung co trc tuyn >>> PPC

C ch hot ng ca PPC Ba cng c tm kim (a mc ch) ln nht th gii l Google, Yahoo!,

MSN (Bing) u c nh dng (platform) qung co theo tiu chun ca ring mnh, c th l Google AdWords; Yahoo! Search Marketing & adCenter.

Ngi mua qung co phi to ni dung cho chng trnh qung co ca mnh

La chn t kha/ cm t kha s hin th i din cho chng trnh qung co.

La chn ngn sch cho chng trnh/ chin dch qung co: ngn sch ti a cho c chng trnh; s tin s phi tr cho tng click. Th d nh qung co PPC m xut hin trn cc trang bo in t ln ti VN nh Dn Tr, VnExpress, 24h.... c gi t 1.500 2.000 ng/ 1 click



C ch hot ng ca PPC

Mng li Tm kim v ni dung

Cc nh mua qung co c th la chn v tr hin th qung co trn mng li cc trang tm kim (search network) hoc la chn v tr hin th qung co trn mng li nhng trang web cung cp ni dung (content networks) - v d nh trang tin tc hng ngy, trang tin th thao...

V d: About.com

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Qung co trc tuyn >>> PPC Mt s hnh thc qung co PPC c bn

Text PPC



Text PPC

Lai hnh qung co trc tuyn ny c quy nh cht ch v s lng t c php xut hin trn mi dng, c th i vi Google AdWords



Qung co theo ng cnh

Google Adwords c 4 kiu qung co PPC theo ng cnh

Broad match type: kiu ph rng ny c ngha l t kha m ngi mua qung co mun mua s c la chn theo chiu rng tng hiu qu ca chin dch qung co.

V d: Bn mun la chn t kha qung co l tennis shoes, th qung co ca bn c th xut hin mt trong s cc t kha nh: tennis shoes; red tennis shoes; tennis sneaker; history of tennis shoes...

-Phrase match type: Kiu cm t kha ny c ngha l t kha qung co phi xut hin ng cm t kha m khch hng mua qung co yu cu. -V d: Bn mun la chn t kha qung co l tennis shoes, th t kha xut hin bt buc phi bao gm cm t tennis shoes theo th t v theo b cc ca t nh tennis shoes; tennis shoes red; best tennis shoes, ch khng phi l smart shoes for tennis. - Exact match: kiu chnh xc tuyt i, tc l t kha sx phi xut hin chnh xc tuyt i nh t kha m khch hng la chn, khng c thanh i. -Negative match type: kiu loi tr, tc l t kha c la chn s khng c xut hin trong kt qu tm kim.

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Qung co PPC cn quan tm n vn th hng (ranking) ca t kha v mc u gi (bidding) ca t kha c mua. C nhng t kha c ranking cao, th gi mua t kha s t hn cc t kha thng thng khc.

V d: cng mt t kha cc khai thc/ i l qung co c

th a ra cc mc gi u thu hoc CPC khc nhau.

Qung co trc tuyn >>> PPC Mt s hnh thc qung co PPC c bn >>> Qung co theo ng cnh


Lp k hoch mt chin dch

Mt chin dch qung co trc tuyn thnh cng, bn cn nghin cu k v hot ng kinh doanh trc tuyn ln truyn thng, phn tch v nhn khu hc ca khch hng, phn tch

ngnh v i th.

Xc nh mc tiu: Cn xc nh mc tiu v cc kt qu t c trong chin lc qung co PPC.

Xc nh ngn sch v mc tiu

Nghin cu v t kha ph hp =>

Qung co trc tuyn >>> PPC >>> Lp chin dch

Vit/ sng to ni dung qung co

u gi t kha hp l: da trn nghin cu v t kha v mc tiu u gi mua t kh cho vi gi hp l o lng, phn tch, kim tra, nh gi v ti u ha.


Mt s cng c tm kim v so snh trc tuyn

PPC khng ch p dng vi my tm kim a mc ch, m PPC cn c s dng bi rt nhiu my tm kim so snh (so snh gi, so snh cc sn phm, dch v)

Mt s my tm kim so snh ph bin


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Marketing quan h cng chng in t

a. Khi nim quan h cng chng (Public Relations PR):

Quan h cng chng l mt tp hp nhng hot ng qun l, gim st v nhng tnh nng k thut nhm to iu kin cho mt t chc c nng lc thc hin chin lc lng nghe, nh gi v phn hi thng tin ti khch hng/ cng chng nhng ngi s c nhng mi quan h li ch song hnh vi t chc l ht sc cn theiets nu nh t chc/ doanh nghip mun t c mc ch v gi tr ca mnh. (Health, 2005)



Hot ng PR truyn thng thng tp trung vo mng bo ch truyn thng

(craffted press) v hnh nh ca doanh nghip. N cung cp nhng n phm c pht hnh mt cch c ch v c kim sot cht ch v nhng thng tin v qu trnh truyn thng ca doanh nghip, v thng ph thuc vo bo gii ruyn thng cng nh cc hot ng truyn thng a phng tin truyn thng, v d nh bo giy/ bo in.

Internet cung cp nhng cng c ht sc tuyt vi cho ngnh PR. Ngnh PR cn phi thay i theo hng PR in t bi v ngi tiu dng c xu hng thch lng nghe nhng ngi khc ging nh mnh khi cn li khuyn hoc thng tin v doanh nghip/ sn phm mua sm v s dng.

PR in t: Trong mt th gii k thut s v c kt ni theo thi gian thc, PR khng ch l vic xut bn nhng n phm/ thng co bo ch, l vic kt ni vi khch hng ca mnh. (Cohen, 2006)



Backlink: l ng link ca mt website khc, dn n website ca bn (hay cn gi l incoming link. Bn thng thy Backlink nhng trang tm kim.

Boilerplate: V tr m tn ca doanh nghip/ t chc thng xut hin trong c ti liu thng co bo ch (press release)

CGM (Consumer generaed media): ngi dng t to ra ni dung l cc sn phm media, mt t vit tt khc ni v social media.

ORM (Online reputation management): qun tr danh ting trc tuyn mt hot ng m doanh nghip cn phi bit hin nay ngi dng (cng chng, khch hng) ang ni g v bn trn mng Internet.

Social Media: Cc phng tin truyn thng c xut bn, c to ra v chia s bi nhng ngi dng Internet, v d nh Blog, hnh nh, video v.v...

Traditional Media: cc phng tin truyn thng truyn thng: v d nh bo giy, tp ch in n, truyn hnh, cc nh xut bn v.v...

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Nguyn l hot ng ca hot ng quan h cng chng in t

V bn cht: ging hot ng quan h cng chng truyn thng, ch khc l s dng cc cng c marketing in t.

iu quan trng nht ca hot ng PR in t v PR truyn thng l lng nghe khch hng ca bn. Khch hng khng ch ni nhng g h mun, m i khi h cn ni cho bn bit cch no lm khch hng hi lng hn.

PR in t cn phi lun lun gi lin kt, lin lc v phn hi thng tin vi khch hng ca mnh thng qua cc cng c in t nh blog, mng x hi, din n dnh ring v.v...



Chin lc quan h cng chng in t (webPR tactics)

Cung cp trc tuyn cc bi vit/ chuyn c lin quan: y l mt chin thut c bn v kinh in ca hot ng truyn thng quan h cng chng in t v em li rt nhiu thnh cng, bng cch cung cp nhng tin tc v thng tin c gi tr cho khch hng v c lin quan n sn phm/dch v m doanh nghip ang cung ng. ==> tt cho hot ng SEO v marketing tm kim.

Bi vit c th c vit bi cc tc gi uy tn

Bi vit c th c copy t trn mng internet v hoc s dng cc ng dng ly tin bi v website. V d nh RSS.



Thng co bo ch

Thng co bo ch truyn thng x hi (social media press release): Blogs v cc dch v cho php ngi dng sng to ni dung (CGM) mng x hi bn b (Facebook), mng x hi ngh nghip (LinkedIn, Yammer), mng x hi m nhc (Lala), mng x hi chia s video (YouTube, Daily Motion);

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To ra ni dung hp dn li cun ngi dng

To uy tn tt khch hng tin tng v chia s vi bn b nhng thng tin tt lnh cho cng ty. C thc gn gi hnh nh ca sn phm/thng hiu

Kim sot v c phng n phn hi nhng thng ip/ thng tin xu v doanh nghip.

nh hng ln nht ti ngi tiu dng trong vic mua sm qua mng Internet


Kim sot v c phng n phn hi nhng thng ip/ thng tin xu v doanh nghip.

V d 1: M Gu : M Gu a ra chng trnh truyn thng c thng ip n m Gu khch hng c th gip c tr em b bnh ung th. M Gu pht i thng ip chung tay cu gip tr em b bnh tt bng cch s dng hnh nh 1 b trai b ung th, u trc lc trng rt ng thng. Tuy nhin, bn cnh hnh nh c ghi hnh nh ch mang tnh minh ha, v mi gi m bn gp 10 ng vo qu t thin ca m gu . Chng trnh ban u rt thnh cng, tuy nhin sau , cng ng mng pht hin ra 2 vn nu trn, v h bt u chia s/bnh lun: Ti phi n m lin tc 3 nm mi gp c 10k cho qu (3 nm ~ 1.000 ngy ~ 1.000 gi m ==> 1.000 X 10 ng = 10.000.

V d 2: Zing.vn ca VinaGame: Zing b n l do cng ty TMT ca Trung Quc l Tencent mua li gn 100% c phn, v ch cn nhn cng v nhn lc l ngi Vit Nam ==> Zing b tt hng website v lao ao trong 1 thi gian. (Thng 7/2012)



Truyn thng l mt cu chuyn hp dn, v th truyn thng in t cn c mt s cng c c bn: cng c nghe nhn; cng c phn hi v cng c o lng

Cng c nghe nhn: video, music, radiobroadcast

Cng c phn hi: din n, blog, cc trang mng x hi khc

Cng c o lng: o lng s ngi truy cp, s ngi c bi vit, s ngi bnh lun bi vit/ch , s ngi like bi vit, share bi vit...

S kin trc tuyn

Marketing quan h cng chng in t Nhng cng c PR Marketing in t

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Xc tin bn hng in t

Xc tin bn l hnh thc khuyn khch ngn hn di hot ng tng qu hoc tng tin m gip y nhanh qu trnh a sp t nh sn xut ti tay ngi tiu dng.

Cc hot ng ca xc tin bn:

Khuyn mi gim gi, u i c bit/ dnh ring

Dng th sn phm/ dch v (trial) / hng mu (sample)

Phiu mua hng gim gi (Coupon in t)

Cc chng trnh khuyn mi, d thng ( cuc thi, c gii thng)

Xc tin bn trn Internet ch yu thc hin 2 hot ng: pht coupon, khuyn khch dng th sp mu v t chc chng trnh khuyn mi

Khc bit c bn gia xc tin bn truyn thng v xc tin bn in t:

Xc tin bn truyn thng ch yu hng trc tip n cc DN trong h thng knh phn phi

Xc tin bn in t hng trc tip n ngi tiu dng


Kh nhiu cc website TMT cho php ngi dng s dng th sn phm trc khi quyt nh mua chng. Nhiu cng ty phn mm cung cp nhng phin bn dng th min ph cho phn mm ca h (hnh 7.13). Bn dng th thng c thi hn 30 hoc 60 ngy, sau ngi dng c th quyt nh mua hoc khng mua chng. Nhiu kho nhc trc tuyn cho php ngi dng nghe th nhng on nhc di khong 30 giy trc khi h quyt nh ti c bn nhc hoc yu cu a CD. Nhng nhm nghin cu th trng thng lp nn cc nghin cu v phn hi ca khch hng v cc sn phm dng th.

V d nh hng Comscore Media Metrix thng xuyn ng ti nhng nghin cu nh v nn trang web ca h mi ngi c th xem v nghin cu v trao i, t cng ty cng c th thu thp thm c nhiu thng tin hn.

Xc tin bn hng in t >>> Dng th


Xc tin bn hng in t >>> Dng th

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c trc vi trang sch

Xc tin bn hng in t >>> Dng th/ Xem trc


Xc tin bn hng in t >>> D thng


Marketing in t trc tip

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Marketing in t trc tip >>> Email Marketing


Th in t c nhiu li th hn gi th trc tip qua ng bu chnh

Th nht, n khng cn c tem hoc ph in n

Th hai, th in t cung cp nhiu thng tin v thun tin cho vic phn hi

trc tip, trong thc t, th in t thng hng ngi dng n cc trang web bng cch s dng siu lin kt.

Th ba, v c l quan trng nht, th in t c th t ng p ng nhu cu c nhn ca ngi dng c th.

Thng xuyn v qung b hp php tn cng ty ti khch hng.

C nhn ho thng tin vi nhng ni dung ph hp.

nh v cng ty nh mt chuyn gia trong lnh vc ny.

Hng dn cho khch hng ti website ca cng ty.

Gip cho khch hng c th d dng chuyn nhng thng tin ti nhng ngi

khc.

em li li nhun cho chnh h bng cch thc hin nhng qung co nh.



S dng opt-in xy dng danh sch ca bn bi v s ni ting ca bn c ngi mua nh hng quan trng hn l c mt danh sch di.

Kim tra th in t ca bn ni ting ti mc no bit rng liu th in t c i qua c b lc ISP khng. Kim tra danh sch nhng th in t b ghi vo s en v s dng dch v nh Return Paths Sender Score Reputation Manager,

S dng mt a ch th in t chuyn nghip. Ngi gi t Yahoo, Hotmail v thm ch l Gmail c th b ngn cn nhiu hn l cc th in t gio dc hay ca cc cng ty. V d, i ch th in t tt nht l:

[email protected] hoc [email protected]

Thc hin tht n gin ngi s dng khng phi tr tin. iu ny xy dng lng tin.

S dng nhng phn on nh, gi nhng ngh ti cc danh sch nh hn lin quan ti khch hng v thng tin c nhn ca h. Expedia th in t a ra mt v d hon ho v s t ng xc nhn th in t.

Mt s ci tin nh sng to trong sp t v cc phng tin khc trong th in t c th lm tng t l ln 75%, theo MailerMailer.com. Kim tra HTML th in t tip cn xem xem iu g thc y tt nht cc ngh khc nhau.

cho ngi nhn rt nhiu c hi m bo bng th in t v thc hin nh nhng yu cu a ra. Nhng th in t biu hin cao a ra trung bnh 27 ng truyn trn mt tin nhn, theo Pepper an Roger Group.

Email markeitng hiu qu


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Marketing in t trc tip >>> Viral Marketing


Viral marketing l mt ci tn tht t i vi mt cng ngh tuyt vi. Khi mi c nhn gi th in t ti nhng ngi bn, ng nghip, gia nh v nhng ngi khc trong list th in t ca h, h s dng nhng g h thch c gi word-of-mouse. Ph bin hn l viral marketing, n tng ng nh word-of-mouth v n th min ph. Viral marketing lm vic tt vi iu kin l bn ca ngi nhn thng tin cng nm trong th trng mc tiu.



Hotmail bt u ngn qu 50.000 la dnh cho qung co (c th so snh vi 50-100 nghn la xm nhp vo thng hiu ngoi tuyn). Hng ch n gin gi mt vi th in t ni cho cng chng bit v trang web ca hng v trong vng su thng hng c 1.000 ngi ng k s dng. 18 thng sau, hng c 12.000 ngi ng k v Microsoft t c 400.000 la trong gi tr c phiu ca Microsoft.

iPhone; iPad: Sent from iPhone; Sent from iPad

Kindle Fire: Sent from Kindle Fire

Gmail Invite


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Marketing in t trc tip >>> SMS Marketing

Mt s nh cung cp dch v sms marketing ti Vit Nam:

TopLink; Fibo, Pidea

Nhn dp khai trng ca hng CROWN SPACE

gim gi 50% t

ngy n ngy Chi tit xem ti www.

Nhn dp khai trng ca hng, gim gi 50% t ngy n ngy Chi tit xem ti www.

From: CROWN (UK)


Marketing in t trc tip >>> Mobile Marketing

Marketing in t da trn nn tng Internet, mng di ng, kt ni khng dy vi cc thit b di ng nh my tnh bng (tablet), in thoi di dng thng minh (smartphones), cc thit b h tr c nhn di ng (PDAs)

Bao gm rt nhiu hnh thc v dch v (cng c) marketing in t: nh SMS, MMS, tm kim di ng, truy cp website, s dng cc phn mm ng dng, cc phn mm chat/im/social networks v.v,


Marketing in t trc tip >>> Mobile Marketing

http://www.forbes.com/2009/04/06/mobile-marketing-advertising-leadership-cmo-network-by-the-numbers.html

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MT S CNG C TRUYN THNG MARKETING IN T mi

Games: dnh cho PC, Tablet, Smartphone, thit b chi games

Phng tin pht thanh truyn hnh internet: Truyn hnh Internet, Truyn hnh thi gian thc & theo yu cu. V d: Hulu.com; VTC online

Phng tin in n: cc trang web cung cp cc sn phm ha nh hnh nh (wallpaper, nh ng, flash)

Cc dch v nh gi, xp hng website, chng thc website

Cc dch v cng ng trc tuyn Wiki

Cc loi dch v Mng x hi trc tuyn

Cc dch v chia s: chia s nh, video, ti nguyn, sch bo, phn mm

v.v.


Qun tr quan h khch hng in t (e-CRM)

E-CRM = Electronic Relations Management



E-CRM = Electronic Relations Management

Cu chuyn ca Cisco System: Tp on Cisco System l mt cng ty a vo ng dng nhng phng php m h a

ra. Trc ht, Cisco cung cp nhng h thng mng li internet cho khch hng l cc hng, chnh ph, h thng gio dc trn ton th gii, mang v 34,9 t la trong nm ti chnh 2007. Hot ng trong th trng B2B, Cisco bin 7,3 t la thnh thu nhp rng nm 2007 bng cch gii quyt nhng vn v mng li v chuyn nhng gii php vo sn phm cho khch hng. H a ra 10 h thng sn phm trong vic truyn d liu, ging ni v hnh nh trong cc ta nh v trn khp th gii. Cisco t ho rng gii php ca h lm tng thm doanh thu cho khch hng, gim chi ph, tng nng sut, gim hao tn sc lc nhn vin, thay i vn

ha doanh nghip v phi hp cc quy trnh chnh. Vy c cch no tt hn lm c tt c nhng iu ngoi vic xy dng cc mi quan h vi khch hng?

Cisco, Internet ng vai tr ch yu trong vic tm kim, gi chn v tng thm khch hng kinh doanh. Vi trn ba triu ngi truy cp vo website ca Cisco mi thng, Cisco tr nn kh thnh cng trong vic qun l mi quan h khch hng.

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Cu chuyn ca Cisco System:

Mt s S liu thng k v o lng v Cisco System 2007-2008



nh ngha v Marketing mi quan h - Relationship Marketing)

Nhng nh marketing t tn vic t trng tm vo khch hng l marketing mi quan h. Theo nh ngha ban u th marketing mi quan h l vic gy dng, gn gi, nng cao v thng mi ha mi quan h khch hng bng vic p ng c nhng g ha hn (Gronroos,1990). Thng th nhng cng ty c gng gy dng nhng mi quan h mang li thu nhp cho cng ty v c li cho i bn trong mt thi gian di hn (ch khng phi ngn hn). Vic p ng nhng iu ha hn c ngha l khi cng ty cho hng trn cc phng tin thng tin, k vng ca khch hng s sm c p ng bng nhng kinh nghim thng hiu.



Ngy nay, marketing mi quan h bao gm nhiu hn l vic p ng nhng ha hn. iu ny c ngha l s lin lc hai chiu vi cc bn lin quan trong cng mt thi im. Vy, mt doanh nghip phi lm th no hiu c nhng nhu cu ca khch hng m khng phi t trc tip nhng cu hi. May mn l nhng phng tin truyn thng x hi cho php cc cng ty lng nghe c nhiu hn t khch hng.

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Xy dng mi quan h khch hng theo kiu trc tip 1:1

Theo Havard Business Review - tc gi Thomas Jones v Earl Sasser vit, vic nng cao s trung thnh ca khch hng l dn dt quan trng nht ca nhng thnh cng lu di. Business 2.0 gi vn quan h (relationship capital) l ti sn quan trng nht ca mt doanh nghip c c (Relationships Rule, 2000). Trong mi trng ca vic kim sot khch hng, ni m s ch ca khch l mt th kh nhy cm, kh nng ca mt cng ty xy dng v gn gi mi quan h vi khch hng, nh cung cp, i tc c th quan trng hn t ai, ca ci v ti sn ti chnh ca doanh nghip. Gi tr quan h mang n nn tng cho kinh doanh tng lai.



Cc bn lin quan n CRM/ E-CRM

Phn ln cc cng ty p dng k thut Marketing mi quan h xy dng mi quan h rng buc ln nhau vi cc bn lin quan hn l vi ngi tiu dng, v d nh vi nhn vin hay nh cung cp. Cc t chc c th thit lp v gn gi nhng mi quan h vi nhiu bn lin quan. Bn i tng chu nh hng nhiu nht bi Internet l:

- Nhn vin

- Khch hng l doanh nghip trong chui cung ng gi tr

- i tc

- Ngi tiu dng



Li ch ca CRM

CRM l qu trnh bao gm thit lp mc tiu, n lc thc hin, phc v, duy tr v xy dng quan h lu di vi khch hng. Cch hiu CRM nh vic nhiu cng ty s dng phn mm v cng ngh khc thit lp cc gii php qun l quan h khch hng l cch hiu khng chnh xc. C th nhn thy CRM bao gm nhiu hn th, l mt h thng, mt chin lc, mt qu trnh. N bao gm tt c cc nguyn l v quan h th trng, da trn d liu khch hng v n gin ha bng cng ngh. Cng ngy, cc t chc cng nhn ra rng nu h khng lm khch hng ca mnh hi lng th ngi khc s lm iu .

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Qun tr quan h khch hng in t >>> Li ch ca CRM

CRM l qu trnh bao gm thit lp mc tiu, n lc thc hin, phc v, duy tr v xy dng quan h lu di vi khch hng. Cch hiu CRM nh vic nhiu cng ty s dng phn mm v cng ngh khc thit lp cc gii php qun l quan h khch hng l cch hiu khng chnh xc. C th nhn thy CRM bao gm nhiu hn th, l mt h thng, mt chin lc, mt qu trnh. N bao gm tt c cc nguyn l v quan h th trng, da trn d liu khch hng v n gin ha bng cng ngh. Cng ngy, cc t chc cng nhn ra rng nu h khng lm khch hng ca mnh hi lng th ngi khc s lm iu .

Mt nghin cu c tnh cc doanh nghip M tit kim 155 t USD trong khong thi gian 1998 - 2000 nh s dng cng ngh internet cho c CRM v qun l h thng cung ng.


Qun tr quan h khch hng in t >>> Cc yu t/ kha cnh ca CRM

- Qun l lc lng bn hng t ng (SFA = Sale Force Automation): a s cc phn mm CRM u c nhng tnh nng sau:

- Bn hng

- Dch v h tr

- Qun l quan h i tc

- Marketing

- Qun l ni dung

- Phn tch/ nh gi

V d: phn mm SFA ca hng Sales Force (www.salesforce.com)



Marketing t ng

- Thng tin tng quan v y v khch hng

- Qun l vng i khch hng/ sn phm

- Tng tnh hiu qu thng qua cc mc tiu, tiu chun v nh gi tt hn

- Chin lc truyn thng tch hp

- Am hiu hot ng ca th trng

- Qun l c s h tng cng ngh thng tin

- V d: phn mm SAS (www.SAS.com)

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Dch v khch hng

Dch v khch hng cho php thm thu tt c cc trng thi ca khch hng khi h mua, t b v thc hanh pht trin thng qua hu ht cc dch v xy ra sau khi mua khi khch hng c nhng cu hi v phn nn. Cng c chnh bao gm th in t, chat trc tip v web t phc v thng qua tn sut t cu hi v hn th na.

Mercedes_Benz mang cc dch v khch hng vi cc mc mi bng cng ngh teleweb. Ngi tiu dng v ngi i din c th tho lun sau cc cu hi trong khi xem cc trang web tng t. Trong thc t, phn mm hin nay cho php i din dch v bn hng thc hin trn in thoi vi khch hng vi vic kim sot chut ca ngi dng v hng dn khch hng xung quanh trang web ca cng ty.


Qun tr quan h khch hng in t >>> Chin lc CRM

3 cp ca chin lc CRM


Qun tr quan h khch hng in t >>> Quy trnh CRM

CRM bao gm c s hiu bit v vng i chm sc khch hng (Xem

hnh bn).

Cc hng kim sot v quyn r khch hng bng c hai cch trc tuyn v ngoi tuyn nh tin thng qua cc giai on: hng mc tiu, cho hng, giao dch, dch v, duy tr v tng trng.

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Qun tr quan h khch hng in t >>> Quy trnh CRM

- Khch hng

- Phn on khch hng

-Ty bin Marketing mix - Ty bin giao din, s gi vi khch hng


Qun tr quan h khch hng in t >>> Cng ngh CRM


Qun tr quan h khch hng in t >>> Cng ngh CRM

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Chng 4

Qun tr

cho hng in t


4.1 Qun tr cho hng in t

4.2. Nhng c tnh c bn ca cho hng in t

4.3. Cc chin lc cho hng in t v xu hng


Khi nim cho hng in t

Phn loi cho hng in t

Cc li ch ca cho hng in t

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Nhu cu ca khch hng

Xy dng CL nhm to ra gi tr khch hng ln hn i th

cnh tranh


Tch hp truyn thng

marketing (IMC)

SP (Cho

hng)

Gi:

Gi tr

Cc knh phn phi

Kt qu:

Mi quan h

Kt qu:

S trao i

Khch hng

(CRM)

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Theo mc ch mua sm

Cho hng SP tiu dng

Cho hng SP cng nghip

Theo mc s dng Internet

Cho hng n thun

Cho hng vi Internet l knh

phn phi





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Phi hp vi khch hng trong

vic thit k sn phm

Phn hi linh hot vi th

trng

Nhng c hi mi trong vic

khai thc cc ti nguyn trn

Internet


4.1 Qun tr cho hng in t

4.2. Nhng c tnh c bn ca cho hng in t

4.3. Cc chin lc cho hng in t v xu hng


Cc thuc tnh ca sn phm cho hng in t

Thng hiu sn phm

Dch v h tr khch hng

Nhn mc

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Bao gm:

Cht lng tng th ca SP

c trng ring c ca SP: mu sc, mi v, kiu dng, kch c v s nhanh

chng ca dch v km theo...

Thuc tnh ca sn phm ph hp vi k vng ca ngi tiu dng s em li li

ch khch hng cao hn.


Thuc tnh cho hng thay i nh th no di s tc ng ca cng ngh thng

tin?

Nhng thng tin v SP phong ph v d tip cn

Linh ng trong vic thay i mu m sn phm vi tin nhanh v ch ph thp.

Internet to c hi cho cc chin lc c nhn ha sn phm=> Dell

C hi cho cc chin lc t nhn ha sn phm: lu tr v theo di h s khch hng, cho bn cc SP ph hp da trn s t mua trc ca KH => Amazon


Cc thuc tnh ca sn phm cho hng in t

Thng hiu sn phm

Dch v h tr khch hng

Nhn mc

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Mt s c im v thng hiu

Thng hiu l s nhn thc khi tip cn cc thng tin v l s hiu bit

phn bit SP ca DN vi cc TCT.

Bao gm: Tn; biu tng v cc thng tin nhn dng khc

Nhn thc ca KH v thng hiu thng qua:

Hot ng qung co, gii thiu SP

Tr chuyn v bn hng qua in thoi, trin lm thng mi, trang

web hoc email

Cc DN cho hng SP mi i mt vi mt vi quyt nh:

S dng thng hiu hin ti hay to thng hiu mi cho SP mi?

Mn tn thng hiu hay cng xy dng thng hiu vi DN khc?

S dng tn min no trn website?


7 thnh t xy dng 1 thng hiu ton cu:

Nghin cu qu trnh hnh thnh ca DN

X ngnh ngh KD

Sng to tm nhn DN

Tn dng sc mnh ca truyn thng

Thit lp c s h tng truyn thng

Thu ht mi nhn vin tham gia vo cc thng ip truyn thng

Kim sot hiu qu thc thi


Yu cu ca mt thng hiu trc tuyn

1 thng hiu tt trn Internet cn phi l 1 ci tn hay v m bo cc

yu cu sau:

Ngn

D nh

D pht m

C th dch sang nhiu th ting khc nhau

Gii thiu mt vi c im v SP (www.classmates.com)

Khc bit ha so vi TCT

c bo v trc php lut

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Cc chin lc xy dng v pht trin thng hiu

S dng thng hiu hin ti cho cho hng trc tuyn:

p dng trong trng hp thng hiu ni ting v c gi tr ln (VD:

Amazon c thm nhiu SP nh a CDs, videos, phn mm)

S dng tn thng hiu trc tuyn khc vi ngoi tuyn, nhm:

Gim ri ro khi cho hng trc tuyn tht bi (thng hiu truyn thng

khng b nh hng nu chin lc kinh doanh mi khng thnh cng)

nh v li thng hiu hay thc hin s khc bit ha thng hiu

trc tuyn vi thng hiu ngoi tuyn.


Cc chin lc xy dng v pht trin thng hiu

Hot ng hp tc thng hiu (Cobranding)

Khi 2 DN khc nhau u a thng hiu ca h vo cng mt sn phm.

Hot ng ny kh ph bin trn Internet, v l mt cch tt cho cc DN hip

tr trong vic xy dng mt thng hiu thng hiu c tnh chuyn nghip

v uy tn. VD: Sportsillustrated.cnn.com l thng hiu hp tc bi Sports

Illustrated v CNN


Tn min trn Internet

Th hin thng hiu trn a ch trang Web gip khch hng nhanh

chng tm c site ca doanh nghip.

Phn tch URL (Uniform Resource Locator):

L 1 a ch web, cn gi l a ch IP (Internet Protocol ) hay tn min

Nh 1 lc phn loi thng minh, ging m s vng in thoi gip ngi s dng my tnh tm c cc my tnh khc

trn mng my tnh.

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Tn min trn Internet

Mt s lu khi ng k tn min

- Thc t c n 97% cc t trong t in c s dng ng k tn min.

- Tuy nhin cc tn min ph bin (c trong t in) gi m v mt dng sn phm

thng dn n vic kh xy dng s khc bit ha trong thng hiu. VD:

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