{"id":12277,"date":"2019-04-02T08:27:38","date_gmt":"2019-04-02T08:27:38","guid":{"rendered":"https:\/\/kiencang.net\/?p=12277"},"modified":"2022-01-20T14:04:46","modified_gmt":"2022-01-20T07:04:46","slug":"thong-ke-toan-dien-ve-marketing","status":"publish","type":"post","link":"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/","title":{"rendered":"C\u00e1c th\u1ed1ng k\u00ea to\u00e0n di\u1ec7n v\u1ec1 Marketing n\u0103m 2018"},"content":{"rendered":"\n<p>B\u00e0i vi\u1ebft n\u00e0y l\u00e0 t\u1eadp h\u1ee3p c\u00e1c th\u1ed1ng k\u00ea v\u1ec1 nhi\u1ec1u kh\u00eda c\u1ea1nh kh\u00e1c nhau c\u1ee7a marketing, \u0111\u1eb7c bi\u1ec7t l\u00e0 marketing online. <\/p>\n\n\n\n<p>N\u00f3 \u1edf d\u1ea1ng danh s\u00e1ch, ng\u1eafn g\u1ecdn v\u00e0 d\u1ec5 \u0111\u1ecdc. D\u1ea5u ngo\u1eb7c \u0111\u01a1n b\u00ean c\u1ea1nh m\u1ed7i th\u1ed1ng k\u00ea l\u00e0 ch\u1ec9 ngu\u1ed3n c\u1ee7a d\u1eef li\u1ec7u.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_60 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >M\u1ee5c l\u1ee5c<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-6577d701b2bd2\" ><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-6577d701b2bd2\"  type=\"checkbox\" id=\"item-6577d701b2bd2\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/#1_Thong_ke_ve_toi_uu_hoa_cong_cu_tim_kiem_search_engine\" title=\"1. Th\u1ed1ng k\u00ea v\u1ec1 t\u1ed1i \u01b0u h\u00f3a c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm (search engine)\">1. Th\u1ed1ng k\u00ea v\u1ec1 t\u1ed1i \u01b0u h\u00f3a c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm (search engine)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/#2_Thong_ke_ve_tiep_thi_noi_dung_content_marketing\" title=\"2. Th\u1ed1ng k\u00ea v\u1ec1 ti\u1ebfp th\u1ecb n\u1ed9i dung (content marketing)\">2. Th\u1ed1ng k\u00ea v\u1ec1 ti\u1ebfp th\u1ecb n\u1ed9i dung (content marketing)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/#3_Thong_ke_ve_truyen_thong_xa_hoi\" title=\"3. Th\u1ed1ng k\u00ea v\u1ec1 truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i\">3. Th\u1ed1ng k\u00ea v\u1ec1 truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/#4_Thong_ke_ve_tiep_thi_video_video_marketing\" title=\"4. Th\u1ed1ng k\u00ea v\u1ec1 ti\u1ebfp th\u1ecb video (video marketing)\">4. Th\u1ed1ng k\u00ea v\u1ec1 ti\u1ebfp th\u1ecb video (video marketing)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/#5_Thong_ke_ve_marketing_qua_thu_dien_tu_email_marketing\" title=\"5. Th\u1ed1ng k\u00ea v\u1ec1 marketing qua th\u01b0 \u0111i\u1ec7n t\u1eed (email marketing)\">5. Th\u1ed1ng k\u00ea v\u1ec1 marketing qua th\u01b0 \u0111i\u1ec7n t\u1eed (email marketing)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/#6_Thong_ke_ve_viec_tao_ra_khach_hang_moi\" title=\"6. Th\u1ed1ng k\u00ea v\u1ec1 vi\u1ec7c t\u1ea1o ra kh\u00e1ch h\u00e0ng m\u1edbi\">6. Th\u1ed1ng k\u00ea v\u1ec1 vi\u1ec7c t\u1ea1o ra kh\u00e1ch h\u00e0ng m\u1edbi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/#7_Thong_ke_ve_quang_cao\" title=\"7. Th\u1ed1ng k\u00ea v\u1ec1 qu\u1ea3ng c\u00e1o\">7. Th\u1ed1ng k\u00ea v\u1ec1 qu\u1ea3ng c\u00e1o<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/#8_Thong_ke_ve_cong_nghe_tiep_thi_marketing_technology\" title=\"8. Th\u1ed1ng k\u00ea v\u1ec1 c\u00f4ng ngh\u1ec7 ti\u1ebfp th\u1ecb (marketing technology)\">8. Th\u1ed1ng k\u00ea v\u1ec1 c\u00f4ng ngh\u1ec7 ti\u1ebfp th\u1ecb (marketing technology)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/#9_Thong_ke_ve_ban_hang\" title=\"9. Th\u1ed1ng k\u00ea v\u1ec1 b\u00e1n h\u00e0ng\">9. Th\u1ed1ng k\u00ea v\u1ec1 b\u00e1n h\u00e0ng<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Thong_ke_ve_toi_uu_hoa_cong_cu_tim_kiem_search_engine\"><\/span><span style=\"background-color: #ffff00;\">1. Th\u1ed1ng k\u00ea v\u1ec1 t\u1ed1i \u01b0u h\u00f3a c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm (search engine)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-center\">T\u00ecm hi\u1ec3u c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u00ecm v\u00e0 ki\u1ebfm th\u00f4ng tin v\u1ec1 c\u00e1c nh\u00e3n hi\u1ec7u tr\u00ean m\u1ea1ng<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">T\u1ed1i \u01b0u h\u00f3a t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (Conversion Rate Optimization\/CRO)<\/h3>\n\n\n\n<ul><li>Ch\u1ec9 kho\u1ea3ng 22% doanh nghi\u1ec7p h\u00e0i l\u00f2ng v\u1edbi t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i c\u1ee7a h\u1ecd (Econsultancy, 2016).<\/li><li>S\u1eed d\u1ee5ng video tr\u00ean c\u00e1c trang \u0111\u00edch (landing page) s\u1ebd t\u0103ng l\u01b0\u1ee3ng chuy\u1ec3n \u0111\u1ed5i l\u00ean 86% (Wordstream, 2018).<\/li><li>90% s\u1ed1 ng\u01b0\u1eddi t\u00ecm ki\u1ebfm v\u1eabn ch\u01b0a quy\u1ebft \u0111\u1ecbnh m\u1ed9t nh\u00e3n hi\u1ec7u n\u00e0o tr\u01b0\u1edbc khi b\u1eaft \u0111\u1ea7u t\u00ecm ki\u1ebfm (Status Labs, 2018).<\/li><li>C\u1ee9 m\u1ed7i 92 \u0111\u00f4 la M\u1ef9 chi ra \u0111\u1ec3 ki\u1ebfm \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng, th\u00ec ch\u1ec9 1$ \u0111\u01b0\u1ee3c chi cho vi\u1ec7c chuy\u1ec3n \u0111\u1ed5i h\u1ecd th\u00e0nh kh\u00e1ch mua h\u00e0ng th\u1eadt s\u1ef1 (Econsultancy, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed<\/h3>\n\n\n\n<ul><li>84% m\u1ecdi ng\u01b0\u1eddi s\u1ebd kh\u00f4ng mua h\u00e0ng n\u1ebfu h\u1ecd g\u1eb7p ph\u1ea3i m\u1ed9t trang web kh\u00f4ng an to\u00e0n (kh\u00f4ng c\u00f3 https \/ Blue Corona, 2018).<\/li><li>\u0110\u1ebfn n\u0103m 2021, doanh s\u1ed1 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed b\u00e1n l\u1ebb to\u00e0n c\u1ea7u s\u1ebd \u0111\u1ea1t 4,5 t\u1ec9 t\u1ec9 (trillion) \u0111\u00f4 la M\u1ef9 (Shopify Plus, 2018).<\/li><li>Doanh s\u1ed1 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed B2B\/Doanh nghi\u1ec7p v\u1edbi doanh nghi\u1ec7p \u0111\u01b0\u1ee3c d\u1ef1 \u0111o\u00e1n l\u00e0 s\u1ebd v\u01b0\u1ee3t qua doanh s\u1ed1 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed B2C\/doanh nghi\u1ec7p v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0o n\u0103m 2020 (Ecommerce Platforms, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">SEO \u0111\u1ecba ph\u01b0\u01a1ng (Local SEO)<\/h3>\n\n\n\n<ul><li>72% s\u1ed1 kh\u00e1ch h\u00e0ng th\u1ef1c hi\u1ec7n t\u00ecm ki\u1ebfm \u0111\u1ecba ph\u01b0\u01a1ng (local search) \u0111\u00e3 gh\u00e9 m\u1ed9t c\u1eeda h\u00e0ng trong v\u00f2ng n\u0103m d\u1eb7m\/kho\u1ea3ng 8km (Wordstream, 2016).<\/li><li>30% s\u1ed1 t\u00ecm ki\u1ebfm tr\u00ean di \u0111\u1ed9ng c\u00f3 li\u00ean quan \u0111\u1ebfn m\u1ed9t \u0111\u1ecba \u0111i\u1ec3m (Google, 2016).<\/li><li>28% s\u1ed1 t\u00ecm ki\u1ebfm m\u1ed9t s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 \u1edf g\u1ea7n s\u1ebd d\u1eabn \u0111\u1ebfn h\u00e0nh vi mua h\u00e0ng (Google, 2016).<\/li><li>T\u00ecm ki\u1ebfm \u0111\u1ecba ph\u01b0\u01a1ng khi\u1ebfn 50% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng di \u0111\u1ed9ng gh\u00e9 v\u00e0o c\u1eeda h\u00e0ng trong v\u00f2ng m\u1ed9t ng\u00e0y (Google, 2018).<\/li><li>G\u1ea7n m\u1ed9t ph\u1ea7n ba to\u00e0n b\u1ed9 s\u1ed1 t\u00ecm ki\u1ebfm tr\u00ean di \u0111\u1ed9ng l\u00e0 c\u00e1c m\u1eabu truy v\u1ea5n d\u1ef1a tr\u00ean v\u1ecb tr\u00ed \u0111\u1ecba \u0111i\u1ec3m\/location-based queries (The SEM Post, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">T\u00ecm ki\u1ebfm tr\u00ean di \u0111\u1ed9ng (Mobile Search)<\/h3>\n\n\n\n<ul><li>Google n\u1eafm gi\u1eef 96% l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp t\u00ecm ki\u1ebfm tr\u00ean di \u0111\u1ed9ng (Jody Nimetz Co., 2018).<\/li><li>H\u01a1n 46% ng\u01b0\u1eddi M\u1ef9 s\u1ebd ki\u1ec3m tra \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh c\u1ee7a h\u1ecd tr\u01b0\u1edbc khi r\u1eddi gi\u01b0\u1eddng (Tech Times, 2017).<\/li><li>H\u01a1n 51% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh \u0111\u00e3 ph\u00e1t hi\u1ec7n ra m\u1ed9t c\u00f4ng ty hay m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi trong khi th\u1ef1c hi\u1ec7n t\u00ecm ki\u1ebfm tr\u00ean di \u0111\u1ed9ng c\u1ee7a h\u1ecd (Google, 2018).<\/li><li>48% ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eaft \u0111\u1ea7u t\u00ecm ki\u1ebfm (research) tr\u00ean di \u0111\u1ed9ng th\u00f4ng qua m\u1ed9t c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm (Smart Insight, 2016).<\/li><li>26% ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eaft \u0111\u1ea7u t\u00ecm ki\u1ebfm tr\u00ean di \u0111\u1ed9ng b\u1eb1ng m\u1ed9t \u1ee9ng d\u1ee5ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \/&nbsp; branded app (Smart Insight, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">T\u00ecm ki\u1ebfm t\u1ef1 nhi\u00ean (Organic Search)<\/h3>\n\n\n\n<ul><li>Google s\u1edf h\u1eefu 94% trong t\u1ed5ng s\u1ed1 l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp t\u1ef1 nhi\u00ean (Web Presence Solutions, 2017).<\/li><li>C\u00e1c trang n\u1eb1m trong k\u1ebft qu\u1ea3 \u0111\u1ea7u ti\u00ean c\u1ee7a Google trung b\u00ecnh ch\u1ee9a 1.890 t\u1eeb (Backlinko, 2016).<\/li><li>50% m\u1eabu truy v\u1ea5n t\u00ecm ki\u1ebfm c\u00f3 \u0111\u1ed9 d\u00e0i t\u1eeb 4 ch\u1eef tr\u1edf l\u00ean (Wordstream, 2016).<\/li><li>61% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb ph\u00e1t bi\u1ec3u r\u1eb1ng c\u1ea3i thi\u1ec7n SEO v\u00e0 t\u0103ng \u0111\u1ed9 hi\u1ec7n di\u1ec7n t\u1ef1 nhi\u00ean l\u00e0 \u01b0u ti\u00ean inbound marketing h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u1ecd (HubSpot, 2018).<\/li><li>70-80% ng\u01b0\u1eddi d\u00f9ng c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm ch\u1ec9 ch\u00fa tr\u1ecdng v\u00e0o k\u1ebft qu\u1ea3 t\u1ef1 nhi\u00ean\/organic results (MarTech, 2018).<\/li><li>N\u1ed9i dung video c\u00f3 nhi\u1ec1u h\u01a1n 50 l\u1ea7n kh\u1ea3 n\u0103ng thu \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm t\u1ef1 nhi\u00ean so v\u1edbi n\u1ed9i dung ch\u1ec9 c\u00f3 ch\u1eef\/plain text (Omnicore, 2018).<\/li><li>SEO t\u1ef1 nhi\u00ean hi\u1ec7u qua h\u01a1n kho\u1ea3ng 5,66 l\u1ea7n so v\u1edbi qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm tr\u1ea3 ph\u00ed\/paid search ads (New Media Campagigns, 2018).<\/li><li>\u0110\u01b0a m\u1ed9t video v\u00e0o b\u00e0i \u0111\u0103ng l\u00e0m t\u0103ng 157% l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp t\u1ef1 nhi\u00ean t\u1eeb k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm (Search Engine People, 2017).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">T\u00ecm ki\u1ebfm b\u1eb1ng gi\u1ecdng n\u00f3i (Voice Search)<\/h3>\n\n\n\n<ul><li>19% m\u1ecdi ng\u01b0\u1eddi d\u00f9ng Siri \u00edt nh\u1ea5t l\u00e0 h\u00e0ng ng\u00e0y (HubSpot, 2015).<\/li><li>37% d\u00f9ng Siri, 23% d\u00f9ng Cortana c\u1ee7a Microsoft v\u00e0 19% d\u00f9ng Alexa c\u1ee7a Amazon \u00edt nh\u1ea5t l\u00e0 h\u00e0ng th\u00e1ng (HubSpot, 2015).<\/li><li>20% c\u00e1c truy v\u1ea5n t\u00ecm ki\u1ebfm tr\u00ean \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng c\u1ee7a Google v\u00e0 tr\u00ean c\u00e1c thi\u1ebft b\u1ecb Android l\u00e0 t\u00ecm ki\u1ebfm b\u1eb1ng gi\u1ecdng n\u00f3i (Search Engine Land, 2016).<\/li><li>S\u1ed1 truy v\u1ea5n t\u00ecm ki\u1ebfm b\u1eb1ng gi\u1ecdng n\u00f3i \u0111\u00e3 t\u0103ng 3.400% (t\u1ee9c l\u00e0 34 l\u1ea7n) t\u1eeb n\u0103m 2008 \u0111\u1ebfn n\u0103m 2017 (HubSpot, 2017).<\/li><li>Google tuy\u00ean b\u1ed1 \u0111\u1ed9 ch\u00ednh x\u00e1c nh\u1eadn di\u1ec7n gi\u1ecdng n\u00f3i\/voice queries c\u1ee7a h\u00e3ng n\u00e0y gi\u1edd l\u00e0 92% (Campaign, 2017).<\/li><li>Hai ph\u1ea7n ba s\u1ed1 ng\u01b0\u1eddi d\u00f9ng c\u00e1c c\u00f4ng c\u1ee5 tr\u1ee3 gi\u00fap gi\u1ecdng n\u00f3i k\u1ef9 thu\u1eadt s\u1ed1, nh\u01b0 l\u00e0 Amazon Echo hay Google Home, \u00edt d\u00f9ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh c\u1ee7a h\u1ecd \u0111i (CNBC, 2018).<\/li><\/ul>\n\n\n\n<p><strong><em>C\u00e1c th\u00e1ch th\u1ee9c marketing h\u00e0ng \u0111\u1ea7u c\u1ee7a c\u00f4ng ty b\u1ea1n l\u00e0?<\/em><\/strong><\/p>\n\n\n\n<ul><li>T\u1ea1o ra l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp (traffic) v\u00e0 kh\u00e1ch h\u00e0ng m\u1edbi (lead) ?\u00a0 &#8211; 63%<\/li><li>Ch\u1ee9ng minh ROI (l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0) c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing &#8211; 40%<\/li><li>\u0110\u1ea3m b\u1ea3o c\u00f3 \u0111\u1ee7 v\u1ed1n (cho marketing) &#8211; 28%<\/li><li>X\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c c\u00f4ng ngh\u1ec7 ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a b\u1ea1n &#8211; 26%<\/li><li>Qu\u1ea3n l\u00fd trang web &#8211; 26%<\/li><li>H\u01b0\u1edbng n\u1ed9i dung nh\u1eafm \u0111\u1ebfn ng\u01b0\u1eddi d\u00f9ng qu\u1ed1c t\u1ebf &#8211; 21%<\/li><li>\u0110\u00e0o t\u1ea1o nh\u00f3m c\u1ee7a b\u1ea1n &#8211; 19%<\/li><li>Thu\u00ea nh\u1eefng t\u00e0i n\u0103ng h\u00e0ng \u0111\u1ea7u &#8211; 16%<\/li><li>T\u00ecm ki\u1ebfm m\u1ed9t nh\u00e0 t\u00e0i tr\u1ee3 ch\u00ednh &#8211; 7%<\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Thong_ke_ve_tiep_thi_noi_dung_content_marketing\"><\/span><span style=\"background-color: #ffff00;\">2. Th\u1ed1ng k\u00ea v\u1ec1 ti\u1ebfp th\u1ecb n\u1ed9i dung (content marketing)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-center\">T\u00ecm hi\u1ec3u nh\u1eefng d\u1ef1 \u00e1n v\u00e0 n\u1ec1n t\u1ea3ng n\u00e0o m\u00e0 c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb n\u1ed9i dung \u0111ang \u01b0u ti\u00ean.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Vi\u1ebft blog (Blogging)<\/strong><\/h3>\n\n\n\n<ul><li>55% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb cho bi\u1ebft s\u00e1ng t\u1ea1o n\u1ed9i dung blog l\u00e0 \u01b0u ti\u00ean ti\u1ebfp th\u1ecb ki\u1ec3u m\u1edbi (inbound marketing) h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u1ecd (HubSpot, 2018).<\/li><li>M\u1ed9t trong 10 b\u00e0i \u0111\u0103ng l\u00e0 th\u1ec3 lo\u1ea1i t\u00edch l\u0169y d\u1ea7n d\u1ea7n (compounding blog post), t\u1ee9c l\u00e0 t\u00ecm ki\u1ebfm t\u1ef1 nhi\u00ean gi\u00fap t\u0103ng l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp c\u1ee7a h\u1ecd theo th\u1eddi gian (HubSpot, 2016).<\/li><li>C\u00e1c b\u00e0i \u0111\u0103ng blog t\u00edch l\u0169y l\u01b0u l\u01b0\u1ee3ng d\u1ea7n d\u1ea7n chi\u1ebfm 10% trong t\u1ed5ng s\u1ed1 c\u00e1c b\u00e0i \u0111\u0103ng tr\u00ean blog v\u00e0 t\u1ea1o ra 38% trong t\u1ed5ng s\u1ed1 l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp (HubSpot, 2016).<\/li><li>Trong d\u00f2ng \u0111\u1eddi c\u1ee7a blog, m\u1ed9t b\u00e0i \u0111\u0103ng blog t\u00edch l\u0169y d\u1ea7n d\u1ea7n t\u0103ng nhi\u1ec1u l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp g\u1ea5p 6 b\u00e0i \u0111\u0103ng blog t\u00edch l\u0169y nh\u1ea5t th\u1eddi (decaying blog post, ki\u1ec3u nh\u1eefng b\u00e0i nh\u01b0 tin n\u00f3ng, th\u1eddi gian m\u1edbi xu\u1ea5t b\u1ea3n s\u1ebd c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi xem, nh\u01b0ng ch\u1ec9 sau m\u1ed9t th\u1eddi gian ng\u1eafn h\u1ea7u nh\u01b0 kh\u00f4ng ai \u0111\u1ecdc n\u00f3 n\u1eefa &#8211; HubSpot, 2016).<\/li><li>C\u00e1c c\u00f4ng ty xu\u1ea5t b\u1ea3n t\u1eeb 16 b\u00e0i \u0111\u0103ng blog tr\u1edf l\u00ean m\u1ed7i th\u00e1ng c\u00f3 nhi\u1ec1u l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp h\u01a1n g\u1ea7n 3,5 l\u1ea7n so v\u1edbi c\u00e1c c\u00f4ng ty xu\u1ea5t b\u1ea3n t\u1eeb 0 \u0111\u1ebfn 4 b\u00e0i \u0111\u0103ng h\u00e0ng th\u00e1ng (HubSpot, 2016).<\/li><li>C\u00e1c c\u00f4ng ty theo m\u00f4 h\u00ecnh doanh nghi\u1ec7p v\u1edbi doanh nghi\u1ec7p B2B m\u00e0 vi\u1ebft blog t\u1eeb 11 l\u1ea7n tr\u1edf l\u00ean m\u1ed7i th\u00e1ng c\u00f3 l\u01b0u l\u01b0\u1ee3ng nhi\u1ec1u h\u01a1n g\u1ea5p g\u1ea7n ba l\u1ea7n so v\u1edbi nh\u1eefng c\u00f4ng ty vi\u1ebft blog t\u1eeb 0 \u0111\u1ebfn 1 l\u1ea7n m\u1ed7i th\u00e1ng (HubSpot, 2015).<\/li><li>C\u00e1c c\u00f4ng ty theo m\u00f4 h\u00ecnh doanh nghi\u1ec7p v\u1edbi kh\u00e1ch h\u00e0ng B2C vi\u1ebft blog t\u1eeb 11 l\u1ea7n tr\u1edf l\u00ean m\u1ed7i th\u00e1ng c\u00f3 nhi\u1ec1u kh\u00e1ch h\u00e0ng m\u1edbi h\u01a1n g\u1ea5p b\u1ed1n l\u1ea7n so v\u1edbi c\u00e1c c\u00f4ng ty vi\u1ebft blog ch\u1ec9 b\u1ed1n \u0111\u1ebfn n\u0103m l\u1ea7n m\u1ed7i th\u00e1ng (HubSpot, 2015).<\/li><li>C\u00e1c c\u00f4ng ty m\u00e0 xu\u1ea5t b\u1ea3n t\u1eeb 16 b\u00e0i \u0111\u0103ng blog tr\u1edf l\u00ean m\u1ed7i th\u00e1ng c\u00f3 nhi\u1ec1u kh\u00e1ch h\u00e0ng m\u1edbi h\u01a1n g\u1ea5p kho\u1ea3ng 4,5 l\u1ea7n so v\u1edbi c\u00e1c c\u00f4ng ty xu\u1ea5t b\u1ea3n t\u1eeb 0 \u0111\u1ebfn 4 b\u00e0i \u0111\u0103ng h\u00e0ng th\u00e1ng (HubSpot, 2015).<\/li><li>75% l\u01b0\u1ee3t xem blog c\u1ee7a HubSpot v\u00e0 90% nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a blog l\u00e0 t\u1eeb c\u00e1c b\u00e0i \u0111\u0103ng c\u0169 (HubSpot, 2014).<\/li><li>43% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb B2B n\u00f3i r\u1eb1ng vi\u1ebft blog l\u00e0 lo\u1ea1i n\u1ed9i dung quan tr\u1ecdng nh\u1ea5t c\u1ee7a h\u1ecd (Social Marketing Industry Report, 2017).<\/li><li>43% s\u1ed1 ng\u01b0\u1eddi th\u1eeba nh\u1eadn c\u00f3 \u0111\u1ecdc l\u01b0\u1edbt c\u00e1c b\u00e0i \u0111\u0103ng blog (HubSpot, 2016).<\/li><li>Ti\u00eau \u0111\u1ec1 c\u00f3 6 \u0111\u1ebfn 13 t\u1eeb thu h\u00fat l\u01b0\u1ee3ng truy c\u1eadp cao nh\u1ea5t v\u00e0 \u1ed5n \u0111\u1ecbnh nh\u1ea5t (HubSpot, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung (Content Strategy)<\/h3>\n\n\n\n<ul><li>9% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb d\u1ef1 \u0111\u1ecbnh th\u00eam Medium v\u00e0o ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a h\u1ecd trong v\u00f2ng 12 th\u00e1ng t\u1edbi (HubSpot, 2018).<\/li><li>42% s\u1ed1 c\u00f4ng ty \u0111\u00e3 thu\u00ea qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung ch\u00ednh th\u1ee9c (Curata, 2016).<\/li><li>Ti\u1ebfp th\u1ecb n\u1ed9i dung thu h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch h\u00e0ng m\u1edbi h\u01a1n g\u1ea5p ba l\u1ea7n so v\u1edbi qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm tr\u1ea3 ph\u00ed (Content Marketing Institute, 2017).<\/li><li>97% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb \u0111ang d\u00f9ng n\u1ed9i dung gi\u1ea3i quy\u1ebft (prescriptive content &#8211; n\u00f3i cho ng\u01b0\u1eddi ta bi\u1ebft c\u1ee5 th\u1ec3 c\u1ea7n l\u00e0m g\u00ec, \u0111\u1ed1i l\u1eadp v\u1edbi ki\u1ec3u n\u1ed9i dung g\u1ee3i \u00fd ho\u1eb7c m\u00f4 t\u1ea3 chung chung), hay n\u1ed9i dung kh\u00e1i l\u01b0\u1ee3c m\u1ed9t c\u00f4ng th\u1ee9c \u0111\u1ec3 th\u00e0nh c\u00f4ng (Curata, 2016).<\/li><li>45% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb doanh nghi\u1ec7p v\u1edbi kh\u00e1ch h\u00e0ng tin r\u1eb1ng n\u1ed9i dung b\u1eaft m\u1eaft (visual content, hi\u1ec3u n\u00f4m na l\u00e0 n\u1ed9i dung gi\u00e0u \u0111\u1ed3 h\u1ecda) l\u00e0 lo\u1ea1i n\u1ed9i dung quan tr\u1ecdng nh\u1ea5t c\u1ee7a h\u1ecd.<\/li><li>Linkedln l\u00e0 n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i hi\u1ec7u qu\u1ea3 nh\u1ea5t trong vi\u1ec7c truy\u1ec1n t\u1ea3i n\u1ed9i dung v\u00e0 \u0111\u1ea3m b\u1ea3o t\u01b0\u01a1ng t\u00e1c c\u1ee7a ng\u01b0\u1eddi xem (audience engagement) &#8211; Linkedln, 2016.<\/li><li>47% s\u1ed1 ng\u01b0\u1eddi mua \u0111\u00e3 xem 3-5 ph\u1ea7n n\u1ed9i dung tr\u01b0\u1edbc khi b\u00e0n chuy\u1ec7n v\u1edbi nh\u00e2n vi\u00ean kinh doanh (Demand Gen Report, 2016).<\/li><li>96% ng\u01b0\u1eddi mua theo m\u00f4 h\u00ecnh B2B mu\u1ed1n n\u1ed9i dung c\u00f3 nhi\u1ec1u th\u00f4ng tin \u0111\u1ea7u v\u00e0o t\u1eeb m\u1ed9t nh\u00e0 l\u00e3nh \u0111\u1ea1o t\u01b0 t\u01b0\u1edfng (thought leader) trong ng\u00e0nh h\u01a1n (Demand Gen Report, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Podcast<\/strong><\/h3>\n\n\n\n<ul><li>17% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb d\u1ef1 \u0111\u1ecbnh th\u00eam podcasting (t\u1ea1o t\u1eadp tin \u0111a ph\u01b0\u01a1ng ti\u1ec7n \u0111\u1ec3 ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 t\u1ea3i v\u1ec1 \u0111\u1ec3 nghe) v\u00e0o ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a h\u1ecd trong 12 th\u00e1ng t\u1edbi (HubSpot, 2018).<\/li><li>Ng\u01b0\u1eddi nghe podcast h\u00e0ng th\u00e1ng \u0111\u00e3 t\u0103ng t\u1eeb 24% s\u1ed1 ng\u01b0\u1eddi M\u1ef9 l\u00ean \u0111\u1ebfn 26% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m ngo\u00e1i (Edison Research, 2018).<\/li><li>Ng\u01b0\u1eddi nghe podcast d\u1ec5 s\u1edf h\u1eefu m\u1ed9t loa th\u00f4ng minh h\u01a1n (Edison Research, 2018).<\/li><li>27% nam gi\u1edbi v\u00e0 24% ph\u1ee5 n\u1eef \u0111\u00e3 nghe podcast trong m\u1ed9t th\u00e1ng v\u1eeba qua (Edison Research, 2018).<\/li><li>Podcast l\u00e0 ngu\u1ed3n \u00e2m thanh s\u1ed1 \u0111\u1ee9ng th\u1ee9 nh\u1ea5t theo th\u1eddi gian ti\u00eau th\u1ee5\/time of consumption c\u1ee7a nh\u1eefng ng\u01b0\u1eddi nghe podcast (Edison Reseach, 2018).<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>T\u00ccNH H\u00ccNH TI\u1ebeP TH\u1eca KI\u1ec2U M\u1edaI. <strong><em>B\u1ea1n d\u1ef1 \u0111\u1ecbnh th\u00eam k\u00eanh ph\u00e2n ph\u1ed1i n\u1ed9i dung n\u00e0o v\u00e0o ho\u1ea1t \u0111\u1ed9ng marketing n\u0103m t\u1edbi c\u1ee7a m\u00ecnh?<\/em><\/strong><\/td><\/tr><tr><td><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"500\" class=\"size-full wp-image-12278 aligncenter\" src=\"https:\/\/kiencang.net\/wp-content\/uploads\/2019\/04\/kenh-noi-dung.png\" alt=\"k\u00eanh n\u1ed9i dung m\u1edbi\" srcset=\"https:\/\/kiencang.net\/wp-content\/uploads\/2019\/04\/kenh-noi-dung.png 1000w, https:\/\/kiencang.net\/wp-content\/uploads\/2019\/04\/kenh-noi-dung-300x150.png 300w, https:\/\/kiencang.net\/wp-content\/uploads\/2019\/04\/kenh-noi-dung-768x384.png 768w, https:\/\/kiencang.net\/wp-content\/uploads\/2019\/04\/kenh-noi-dung-585x293.png 585w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/>  <\/td><\/tr><\/tbody><\/table><figcaption>YouTube; video Facebook; Instagram; \u1ee8ng d\u1ee5ng nh\u1eafn tin; Podcast; Snapchat; Medium; Slack; kh\u00f4ng k\u00eanh n\u00e0o trong s\u1ed1 tr\u00ean.<\/figcaption><\/figure>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Thong_ke_ve_truyen_thong_xa_hoi\"><\/span><span style=\"background-color: #ffff00;\"><strong>3. Th\u1ed1ng k\u00ea v\u1ec1 truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-center\">Xem c\u00e1ch c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb m\u1edf r\u1ed9ng ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng b\u1eb1ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Facebook<\/strong><\/h3>\n\n\n\n<ul><li>79% s\u1ed1 ng\u01b0\u1eddi l\u00ean m\u1ea1ng d\u00f9ng Facebook (Pew Research Center, 2016).<\/li><li>Trong s\u1ed1 2,1 t\u1ec9 t\u00e0i kho\u1ea3n Facebook, 270 tri\u1ec7u h\u1ed3 s\u01a1 l\u00e0 gi\u1ea3 (Mashable, 2017).<\/li><li>76% s\u1ed1 ng\u01b0\u1eddi tr\u01b0\u1edfng th\u00e0nh d\u00f9ng Facebook h\u00e0ng ng\u00e0y (Sprout Social, 2016).<\/li><li>Trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi d\u00f9ng Facebook, 83% l\u00e0 n\u1eef v\u00e0 75% l\u00e0 nam (Sprout Social, 2016).<\/li><li>Facebook g\u1eedi 82% s\u1ed1 l\u01b0u l\u01b0\u1ee3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i \u0111\u1ebfn c\u00e1c c\u00e2u chuy\u1ec7n d\u00e0i h\u01a1n v\u00e0 84% s\u1ed1 l\u01b0u l\u01b0\u1ee3ng x\u00e3 h\u1ed9i \u0111\u1ebfn c\u00e1c b\u00e0i b\u00e1o tin t\u1ee9c ng\u1eafn h\u01a1n (Pew Research Center, 2016).<\/li><li>\u1ea4n \u0110\u1ed9 c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi d\u00f9ng Facebook nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi (Statitsa, 2018).<\/li><li>74% s\u1ed1 ng\u01b0\u1eddi cho bi\u1ebft h\u1ecd d\u00f9ng Facebook v\u00ec m\u1ee5c \u0111\u00edch c\u00f4ng vi\u1ec7c (HubSpot, 2017).<\/li><li>Trong v\u00f2ng hai n\u0103m qua, ti\u00eau th\u1ee5 n\u1ed9i dung tr\u00ean Facebook \u0111\u00e3 t\u0103ng 57% (HubSpot, 2016).<\/li><li>76% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng b\u1ea3ng tin Facebook \u0111\u1ec3 t\u00ecm n\u1ed9i dung th\u00fa v\u1ecb (HubSpot, 2016).<\/li><li>T\u00ednh \u0111\u1ebfn th\u00e1ng 6 n\u0103m 2018, Facebook c\u00f3 1,47 t\u1ec9 ng\u01b0\u1eddi d\u00f9ng ho\u1ea1t \u0111\u1ed9ng h\u00e0ng ng\u00e0y v\u00e0 2,23 t\u1ec9 ng\u01b0\u1eddi d\u00f9ng ho\u1ea1t \u0111\u1ed9ng h\u00e0ng th\u00e1ng (Facebook, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Instagram<\/strong><\/h3>\n\n\n\n<ul><li>T\u00ednh \u0111\u1ebfn th\u00e1ng 1 n\u0103m 2018, nh\u00f3m tu\u1ed5i c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi d\u00f9ng Instagram nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi l\u00e0 t\u1eeb 18 \u0111\u1ebfn 24 tu\u1ed5i, x\u1ebfp sau l\u00e0 nh\u00f3m 25 \u0111\u1ebfn 34 tu\u1ed5i (Statitsa, 2018).<\/li><li>Trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi d\u00f9ng Internet, 38% s\u1ed1 ph\u1ee5 n\u1eef v\u00e0 28% s\u1ed1 nam gi\u1edbi c\u00f3 t\u00e0i kho\u1ea3n Instagram (Sprout Social, 2016).<\/li><li>B\u1ea3y tr\u00ean m\u01b0\u1eddi hashtag tr\u00ean Instagram l\u00e0 c\u00f3 th\u01b0\u01a1ng hi\u1ec7u (Sprout Social, 2018).<\/li><li>Thu nh\u1eadp qu\u1ea3ng c\u00e1o di \u0111\u1ed9ng tr\u00ean Instagram \u0111\u01b0\u1ee3c d\u1ef1 \u0111o\u00e1n ch\u1ea1m m\u1ed1c g\u1ea7n 7 t\u1ec9 \u0111\u00f4 la M\u1ef9 n\u0103m nay (Statista, 2018).<\/li><li>Instagram \u0111\u1ea1t 1 t\u1ec9 ng\u01b0\u1eddi d\u00f9ng h\u00e0ng th\u00e1ng v\u00e0o th\u00e1ng 6 n\u0103m 2018, sau khi ch\u1ea1m m\u1ed1c 800 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng h\u00e0ng th\u00e1ng v\u00e0o th\u00e1ng 9 (TechCrunch, 2018).<\/li><li>S\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng c\u1ee7a Instagram \u0111ang t\u0103ng \u0111\u1ebfn g\u1ea7n 5% m\u1ed7i qu\u00fd (TechCrunch, 2018).<\/li><li>C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb \u0111i\u1ec7n t\u1eed eMarketer \u01b0\u1edbc t\u00ednh r\u1eb1ng Instagram s\u1ebd t\u1ea1o ra doanh thu qu\u1ea3ng c\u1ea3o \u1edf M\u1ef9 l\u00e0 5,48 t\u1ec9 \u0111\u00f4 la n\u0103m 2018 (TechCrunch, 2018).<\/li><li>Instagram chi\u1ebfm 28,2% s\u1ed1 doanh thu qu\u1ea3ng c\u00e1o di d\u1ed9ng c\u1ee7a Facebook (TechCrunch, 2018).<\/li><li>Instagram ph\u00e1t h\u00e0nh \u1ee9ng d\u1ee5ng IGTV n\u0103m 2018 cho ph\u00e9p ng\u01b0\u1eddi s\u00e1ng t\u1ea1o c\u00f3 th\u1ec3 t\u1ea3i l\u00ean video c\u00f3 th\u1eddi l\u01b0\u1ee3ng d\u00e0i m\u1ed9t ti\u1ebfng \u0111\u1ed3ng h\u1ed3 (TechCrunch, 2018).<\/li><li>C\u00f3 h\u01a1n 400 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng Instagram t\u1ea1o ra c\u00e1c c\u00e2u chuy\u1ec7n Instagram h\u00e0ng ng\u00e0y (Statitsa, 2018).<\/li><li>Jarkarta, Indonesia l\u00e0 \u0111\u1ecba \u0111i\u1ec3m \u0111\u01b0\u1ee3c g\u1eafn th\u1ebb nhi\u1ec1u nh\u1ea5t trong c\u00e1c c\u00e2u chuy\u1ec7n tr\u00ean Instagram (Digital GYD, 2018).<\/li><li>Ba hashtag ph\u1ed5 bi\u1ebfn h\u00e0ng \u0111\u1ea7u \u0111\u01b0\u1ee3c d\u00f9ng trong c\u00e1c c\u00e2u chuy\u1ec7n Instagram n\u0103m 2018 l\u00e0 #GOODMORNING, #WORK, #GOODNIGHT. (Digital GYD, 2018)<\/li><li>Kh\u1ea3o s\u00e1t tr\u00ean 89 c\u00f4ng ty cho th\u1ea5y c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb \u0111\u0103ng 1.347 c\u00e2u chuy\u1ec7n Instagram so v\u1edbi 614 c\u00e2u chuy\u1ec7n tr\u00ean Snapchat v\u00e0o th\u00e1ng 7 n\u0103m 2018 (Our Social Times, 2018).<\/li><li>C\u00e1c c\u00e2u chuy\u1ec7n Instagram \u0111\u0103ng l\u00ean t\u0103ng 220% chi ph\u00ed qu\u1ea3ng c\u00e1o so v\u1edbi c\u00f9ng n\u0103m (Our Social Times, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Linkedln<\/strong><\/h3>\n\n\n\n<ul><li>C\u00e1c CEO tr\u00ean Linkedln trung b\u00ecnh c\u00f3 930 k\u1ebft n\u1ed1i (Linkedln, 2017).<\/li><li>Khi b\u00e0n \u0111\u1ebfn truy\u1ec1n t\u1ea3i n\u1ed9i dung v\u00e0 \u0111\u1ea3m b\u1ea3o t\u01b0\u01a1ng t\u00e1c ng\u01b0\u1eddi xem, Linkedln l\u00e0 n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i hi\u1ec7u qu\u1ea3 nh\u1ea5t (Linkedin, 2017).<\/li><li>Ng\u01b0\u1eddi d\u00f9ng Linkedln trung b\u00ecnh d\u00e0nh 17 ph\u00fat tr\u00ean trang n\u00e0y m\u1ed7i th\u00e1ng (Wordstream, 2018).<\/li><li>39% trong s\u1ed1 500 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng Linkedln \u0111ang thanh to\u00e1n cho t\u00e0i kho\u1ea3n cao c\u1ea5p (premium account\/Linkedin, 2017).<\/li><li>Trong v\u00f2ng hai n\u0103m qia, ti\u00eau th\u1ee5 n\u1ed9i dung tr\u00ean Linkedln \u0111\u00e3 t\u0103ng 21% (Linkedin, 2016).<\/li><li>Linkedln c\u00f3 562 tri\u1ec7u th\u00e0nh vi\u00ean (Linkedin, 2018).<\/li><li>40% s\u1ed1 th\u00e0nh vi\u00ean gh\u00e9 v\u00e0o m\u1ea1ng x\u00e3 h\u1ed9i chuy\u00ean nghi\u1ec7p n\u00e0y m\u1ed7i ng\u00e0y (Omnicore Agency, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Pinterest<\/h3>\n\n\n\n<ul><li>45% ph\u1ee5 n\u1eef v\u00e0 17% \u0111\u00e0n \u00f4ng tr\u00ean m\u1ea1ng Internet c\u00f3 t\u00e0i kho\u1ea3n Pinterest (Sprout Social, 2016).<\/li><li>Ng\u01b0\u1eddi d\u00f9ng c\u1ee7a Pinterest c\u0169ng d\u1ec5 mua h\u00e0ng nh\u01b0 ng\u01b0\u1eddi d\u00f9ng \u1edf c\u00e1c k\u00eanh x\u00e3 h\u1ed9i kh\u00e1c nh\u01b0ng trung b\u00ecnh chi nhi\u1ec1u h\u01a1n 50% so v\u1edbi c\u00e1c k\u00eanh x\u00e3 h\u1ed9i kh\u00e1c. H\u1ecd c\u0169ng chi nhi\u1ec1u h\u01a1n 20% so v\u1edbi nh\u1eefng ng\u01b0\u1eddi d\u00f9ng gi\u01b0\u1edbi thi\u1ec7u t\u1eeb c\u00e1c k\u00eanh phi x\u00e3 h\u1ed9i, bao g\u1ed3m c\u1ea3 t\u00ecm ki\u1ebfm.<\/li><li>80% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng Pinterest tr\u00ean di \u0111\u1ed9ng.<\/li><li>80% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng Pinterest th\u1ebf h\u1ec7 Y sinh t\u1eeb \u0111\u1ea7u th\u1eadp ni\u00ean 1980 \u0111\u1ebfn \u0111\u1ea7u th\u1eadp ni\u00ean 20 (millennial) cho bi\u1ebft n\u1ec1n t\u1ea3ng n\u00e0y gi\u00fap h\u1ecd quy\u1ebft \u0111\u1ecbnh n\u00ean mua c\u00e1i g\u00ec.<\/li><li>45% s\u1ed1 ng\u01b0\u1eddi tr\u00ean Pinterest d\u00f9ng \u1ee9ng d\u1ee5ng trong khi xem TV.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Snapchat<\/strong><\/h3>\n\n\n\n<ul><li>Snapchat c\u00f3 188 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng ho\u1ea1t \u0111\u1ed9ng h\u00e0ng ng\u00e0y (Statista, 2018).<\/li><li>C\u1ee9 m\u1ed7i gi\u00e2y l\u1ea1i c\u00f3 8.796 b\u1ee9c \u1ea3nh \u0111\u01b0\u1ee3c chia s\u1ebb tr\u00ean Snapchat (CEWE Photoworld, 2016).<\/li><li>52% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng Snapchat d\u01b0\u1edbi 25 tu\u1ed5i (Statista, 2016).<\/li><li>N\u0103m 2017, 81% doanh thu Qu\u00fd 2 c\u1ee7a Snapchat l\u00e0 t\u1eeb khu v\u1ef1c B\u1eafc M\u1ef9 (Omnicore, 2018).<\/li><li>Th\u00e1ng 5 n\u0103m 2018, c\u1ed5 phi\u1ebfu Snapchat c\u00f3 tr\u1ecb gi\u00e1 10,95 \u0111\u00f4 la M\u1ef9, s\u1ee5t gi\u00e1 t\u1eeb gi\u00e1 g\u1ed1c l\u00e0 27,09 \u0111\u00f4 la M\u1ef9 (Brandwatch, 2018).<\/li><li>\u1ede M\u1ef9, Snapchat l\u00e0 \u1ee9ng d\u1ee5ng m\u1ea1ng x\u00e3 h\u1ed9i ph\u1ed5 bi\u1ebfn \u0111\u1ee9ng th\u1ee9 s\u00e1u t\u00ednh \u0111\u1ebfn th\u00e1ng 5 n\u0103m 2018 (Statitsa, 2018).<\/li><li>V\u00e0o th\u00e1ng 8 n\u0103m 2017, ng\u01b0\u1eddi d\u00f9ng Snapchat c\u00f3 nhi\u1ec1u h\u01a1n 64% kh\u1ea3 n\u0103ng g\u1eedi \u1ea3nh snap \u0111\u1ebfn m\u1ed9t ng\u01b0\u1eddi b\u1ea1n so v\u1edbi \u0111\u0103ng v\u00e0o c\u00e2u chuy\u1ec7n (Quartz, 2018).<\/li><li>T\u00ednh \u0111\u1ebfn th\u00e1ng 5 n\u0103m 2018, li\u00ean h\u1ec7 t\u01b0\u01a1ng t\u00e1c d\u00e0i nh\u1ea5t tr\u00ean Snapchat l\u00e0 1.120 snap (Branwatch, 2018).<\/li><li>Ng\u01b0\u1eddi d\u00f9ng Snapchat trung b\u00ecnh d\u00e0nh 34,5 ph\u00fat tr\u00ean \u1ee9ng d\u1ee5ng n\u00e0y v\u00e0o th\u00e1ng 9 n\u0103m 2018 (CNBC, 2018).<\/li><li>Chi ph\u00ed chi\u1ebfn d\u1ecbch Qu\u1ea3ng c\u00e1o tr\u00ean Snapchat kh\u1edfi \u0111i\u1ec3m t\u1eeb 3.000 \u0111\u00f4 la M\u1ef9 m\u1ed9t th\u00e1ng (Wallaroo Media, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Qu\u1ea3n l\u00fd truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (Social Media Management)<\/h3>\n\n\n\n<ul><li>59% ng\u01b0\u1eddi M\u1ef9 tin r\u1eb1ng d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng th\u00f4ng qua truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i \u0111\u00e3 khi\u1ebfn c\u00e2u h\u1ecfi v\u00e0 v\u1ea5n \u0111\u1ec1 c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft d\u1ec5 d\u00e0ng h\u01a1n (Lyfe Marketing, 2018).<\/li><li>88% doanh nghi\u1ec7p c\u00f3 h\u01a1n 100 nh\u00e2n vi\u00ean d\u00f9ng Twitter l\u00e0m m\u1ee5c \u0111\u00edch marketing (Statusbrew, 2017).<\/li><li>N\u1ed9i dung do ng\u01b0\u1eddi d\u00f9ng t\u1ea1o ra tr\u00ean c\u00e1c m\u1ea1ng x\u00e3 h\u1ed9i c\u00f3 t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i cao h\u01a1n 4,5% (Sprout Social, 2016).<\/li><li>86% ng\u01b0\u1eddi d\u00f9ng th\u00edch c\u00e1 t\u00ednh th\u01b0\u01a1ng hi\u1ec7u \u0111\u00edch th\u1ef1c v\u00e0 ch\u00e2n th\u1eadt tr\u00ean c\u00e1c m\u1ea1ng x\u00e3 h\u1ed9i (Sprout Social, 2016).<\/li><li>Kho\u1ea3ng 3,03 t\u1ec9 ng\u01b0\u1eddi c\u00f3 m\u1eb7t tr\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i to\u00e0n c\u1ea7u (BrizFeel, 2018).<\/li><li>Ch\u1ec9 5% s\u1ed1 ng\u01b0\u1eddi tr\u01b0\u1edfng th\u00e0nh d\u00f9ng Internet cho bi\u1ebft h\u1ecd c\u00f3 nhi\u1ec1u t\u00edn nhi\u1ec7m \u0111\u1ed1i v\u1edbi th\u00f4ng tin thu \u0111\u01b0\u1ee3c t\u1eeb truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (Pew Research Center, 2016).<\/li><li>96% s\u1ed1 ng\u01b0\u1eddi b\u00e0n t\u00e1n v\u1ec1 nh\u1eefng c\u00f4ng ty v\u00e0 th\u01b0\u01a1ng hi\u1ec7u tr\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i s\u1ebd kh\u00f4ng ch\u1ee7 \u0111\u1ed9ng theo d\u00f5i nh\u1eefng nh\u00e3n hi\u1ec7u \u0111\u00f3 (Lyfe Marketing, 2018).<\/li><li>N\u1ed9i dung mang th\u01b0\u01a1ng hi\u1ec7u tr\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i c\u00f3 nhi\u1ec1u g\u1ea5p \u0111\u00f4i kh\u1ea3 n\u0103ng h\u1ea5p d\u1eabn nh\u1eefng ng\u01b0\u1eddi t\u1eeb 55 \u0111\u1ebfn 64 tu\u1ed5i h\u01a1n so v\u1edbi nh\u1eefng ng\u01b0\u1eddi t\u1eeb 28 tu\u1ed5i tr\u1edf xu\u1ed1ng (BrizFeel, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">S\u1eed d\u1ee5ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (Social Media Usage)<\/h3>\n\n\n\n<ul><li>H\u01a1n 50% ng\u01b0\u1eddi d\u00f9ng Internet n\u00f3i r\u1eb1ng h\u1ecd theo d\u00f5i m\u1ed9t s\u1ed1 t\u00e0i kho\u1ea3n minh tinh hay ng\u01b0\u1eddi c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng tr\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (BrizFeel, 2018).<\/li><li>C\u00e1c b\u00e0i vi\u1ebft ch\u1eef, video v\u00e0 h\u00ecnh \u1ea3nh l\u00e0 ba lo\u1ea1i n\u1ed9i dung thu h\u00fat nhi\u1ec1u ng\u01b0\u1eddi nh\u1ea5t tr\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (Clutch, 2017).<\/li><li>83% m\u1ecdi nh\u00e0 ti\u1ebfp th\u1ecb ch\u1ee7 \u0111\u1ed9ng theo \u0111u\u1ed5i c\u00e1c s\u00e1ng ki\u1ebfn ti\u1ebfp th\u1ecb truy\u1ec1n th\u00f4ng (Aberdeen, 2016).<\/li><li>2 tri\u1ec7u doanh nghi\u1ec7p \u0111\u01b0\u1ee3c cho l\u00e0 c\u00f3 s\u1eed d\u1ee5ng Facebook \u0111\u1ec3 qu\u1ea3ng c\u00e1o v\u00e0o n\u0103m 2018 (Hootsuite, 2018).<\/li><li>Truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i v\u00e0 xem video l\u00e0 hai ho\u1ea1t \u0111\u1ed9ng tr\u1ef1c tuy\u1ebfn ph\u1ed5 bi\u1ebfn nh\u1ea5t (Smart Insights, 2018).<\/li><li>G\u1ea7n m\u1ed9t ph\u1ea7n ba th\u1ebf gi\u1edbi th\u01b0\u1eddng xuy\u00ean d\u00f9ng c\u00e1c m\u1ea1ng x\u00e3 h\u1ed9i (eMarketer, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Twitter<\/strong><\/h3>\n\n\n\n<ul><li>T\u00ednh \u0111\u1ebfn n\u0103m 2018 c\u00f3 369 tri\u1ec7u t\u00e0i kho\u1ea3n Twitter \u0111ang ho\u1ea1t \u0111\u1ed9ng (Statitsa, 2018).<\/li><li>81% th\u1ebf h\u1ec7 Y xem Twitter \u00edt nh\u1ea5t m\u1ed9t l\u1ea7n m\u1ed9t ng\u00e0y (Pew Research Center, 2016).<\/li><li>29% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng Internet c\u00f3 b\u1eb1ng cao \u0111\u1eb3ng \u0111\u1ea1i h\u1ecdc l\u00ean Twitter (Pew Research Center, 2016).<\/li><li>Twitter chi\u1ebfm 16% s\u1ed1 gi\u1edbi thi\u1ec7u \u0111\u1ec1 xu\u1ea5t \u0111\u1ebfn c\u00e1c b\u00e0i vi\u1ebft d\u00e0i h\u01a1n t\u1eeb c\u00e1c trang x\u00e3 h\u1ed9i v\u00e0 14% v\u1edbi c\u00e1c b\u00e0i vi\u1ebft tin t\u1ee9c ng\u1eafn h\u01a1n (Pew Research Center, 2016).<\/li><li>Twitter c\u00f3 ng\u01b0\u1eddi d\u00f9ng qu\u1ed1c t\u1ebf nhi\u1ec1u g\u1ea5p g\u1ea7n b\u1ed1n l\u1ea7n so v\u1edbi s\u1ed1 ng\u01b0\u1eddi d\u00f9ng \u1edf M\u1ef9 (Pew Research Center, 2016).<\/li><li>Katy Perry c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi theo d\u00f5i nh\u1ea5t tr\u00ean Twitter, x\u1ebfp sau l\u00e0 Justin Bieber (Statitsa, 2018).<\/li><li>N\u0103m 2017, doanh thu c\u1ee7a Twitter \u0111\u1ea1t 2,44 t\u1ec9 \u0111\u00f4 la M\u1ef9 (Statitsa, 2018).<\/li><li>79% l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng trung b\u00ecnh h\u00e0ng th\u00e1ng c\u1ee7a Twitter c\u00f3 v\u1ecb tr\u00ed b\u00ean ngo\u00e0i l\u00e3nh th\u1ed5 M\u1ef9 (Hootsuite, 2018).<\/li><li>C\u00e1c b\u00e0i tweet c\u00f9ng v\u1edbi video \u0111\u01b0\u1ee3c tweet l\u1ea1i nhi\u1ec1u h\u01a1n s\u00e1u l\u1ea7n so v\u1edbi c\u00e1c b\u00e0i tweet k\u00e8m h\u00ecnh \u1ea3nh (Wochit, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>N\u1ed9i dung tr\u1ef1c quan (Visual Content)<\/strong><\/h3>\n\n\n\n<ul><li>Ti\u1ebfp th\u1ecb n\u1ed9i dung thu \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1edbi nhi\u1ec1u h\u01a1n g\u1ea5p ba l\u1ea7n so v\u1edbi qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm tr\u1ea3 ph\u00ed (Content Marketing Institute, 2017).<\/li><li>47% s\u1ed1 ng\u01b0\u1eddi mua xem \u00edt nh\u1ea5t t\u1eeb 3 \u0111\u1ebfn 5 ph\u1ea7n n\u1ed9i dung tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh n\u00f3i chuy\u1ec7n v\u1edbi nh\u00e2n vi\u00ean kinh doanh (Demand Gen Report, 2016).<\/li><li>C\u00e1c t\u00e0i s\u1ea3n tr\u1ef1c quan (visual asset) l\u00e0 th\u00e0nh t\u1ed1 n\u1ed9i dung \u0111\u01a1n l\u1ebb l\u1edbn nh\u1ea5t trong truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i n\u0103m 2017 (Ofcom, 2017).<\/li><li>Tr\u00ean Facebook ng\u01b0\u1eddi d\u00f9ng xem 100 tri\u1ec7u gi\u1edd n\u1ed9i dung video h\u00e0ng ng\u00e0y (Facebook, 2016).<\/li><li>20% s\u1ed1 ng\u01b0\u1eddi s\u1ebd \u0111\u1ecdc ch\u1eef tr\u00ean m\u1ed9t trang, nh\u01b0ng 80% s\u1ed1 ng\u01b0\u1eddi s\u1ebd xem m\u1ed9t video (My SMN, 2017).<\/li><li>Sau khi xem m\u1ed9t video, 64% ng\u01b0\u1eddi d\u00f9ng d\u1ec5 mua m\u1ed9t s\u1ea3n ph\u1ea9m tr\u1ef1c tuy\u1ebfn h\u01a1n (Forbes, 2017).<\/li><li>Nhi\u1ec1u nghi\u00ean c\u1ee9u ch\u1ec9 ra r\u1eb1ng g\u1ea7n ba ng\u00e0y sau m\u1ecdi ng\u01b0\u1eddi v\u1eabn c\u00f3 kh\u1ea3 n\u0103ng nh\u1edb l\u1ea1i 65% n\u1ed9i dung th\u1ecb gi\u00e1c m\u00e0 h\u1ecd xem (HubSpot, 2017).<\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Thong_ke_ve_tiep_thi_video_video_marketing\"><\/span><span style=\"background-color: #ffff00;\"><strong>4. Th\u1ed1ng k\u00ea v\u1ec1 ti\u1ebfp th\u1ecb video (video marketing)<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-center\">T\u1ea1i sao c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i b\u1ed5 sung <a href=\"https:\/\/kiencang.net\/video-marketing\/\">video marketing<\/a> v\u00e0o chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a h\u1ecd.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Video s\u1ea3n ph\u1ea9m (Product Video)<\/h3>\n\n\n\n<ul><li>C\u00e1c video s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 gia t\u0103ng s\u1ed1 l\u01b0\u1ee3ng mua h\u00e0ng l\u00ean 144% (Neil Patel, 2017).<\/li><li>G\u1ea7n 50% ng\u01b0\u1eddi d\u00f9ng Internet t\u00ecm c\u00e1c video li\u00ean quan \u0111\u1ebfn m\u1ed9t s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 tr\u01b0\u1edbc khi gh\u00e9 v\u00e0o c\u1eeda h\u00e0ng (Google, 2016).<\/li><li>53% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh c\u00f3 thi\u1ec7n c\u1ea3m t\u1ed1t h\u01a1n v\u1edbi nh\u1eefng c\u00f4ng ty m\u00e0 c\u00f3 c\u00e1c trang hay \u1ee9ng d\u1ee5ng tr\u00ean di \u0111\u1ed9ng cung c\u1ea5p n\u1ed9i dung video h\u01b0\u1edbng d\u1eabn (Google, 2015).<\/li><li>4 trong 5 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tin r\u1eb1ng c\u00e1c video demo l\u00e0 h\u1eefu \u00edch.<\/li><li>92% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb s\u1ea3n xu\u1ea5t video v\u1edbi c\u00e1c t\u00e0i nguy\u00ean s\u1eb5n c\u00f3 (Animoto, 2017).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Video x\u00e3 h\u1ed9i (Social Video)<\/h3>\n\n\n\n<ul><li>41% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb d\u1ef1 \u0111\u1ecbnh th\u00eam video Facebook v\u00e0o chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung c\u1ee7a h\u1ecd n\u0103m t\u1edbi (HubSpot, 2018).<\/li><li>45% s\u1ed1 ng\u01b0\u1eddi xem c\u00e1c video Facebook hay YouTube nhi\u1ec1u h\u01a1n m\u1ed9t ti\u1ebfng \u0111\u1ed3ng h\u1ed3 m\u1ed9t tu\u1ea7n (HubSpot, 2016).<\/li><li>C\u00e1c video khung h\u00ecnh vu\u00f4ng th\u00ec hi\u1ec7u qu\u1ea3 h\u01a1n c\u00e1c video chi\u1ec1u ngang tr\u00ean Facebook (Animoto, 2017).<\/li><li>75% s\u1ed1 ng\u01b0\u1eddi th\u1ebf h\u1ec7 Y xem video tr\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i h\u00e0ng ng\u00e0y (Animoto, 2017).<\/li><li>64% ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho bi\u1ebft vi\u1ec7c xem m\u1ed9t video ti\u1ebfp th\u1ecb tr\u00ean Facebook \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a h\u1ecd trong th\u00e1ng v\u1eeba qua (Animoto, 2017).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Ph\u00e2n t\u00edch video (Video Analytics)<\/h3>\n\n\n\n<ul><li>55% s\u1ed1 ng\u01b0\u1eddi xem k\u1ef9 c\u00e0ng n\u1ed9i dung video (HubSpot, 2016).<\/li><li>43% s\u1ed1 ng\u01b0\u1eddi mu\u1ed1n xem th\u00eam n\u1ed9i dung video t\u1eeb c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb (HubSpot, 2016).<\/li><li>81% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb \u0111ang t\u1ed1i \u01b0u h\u00f3a c\u00e1c video x\u00e3 h\u1ed9i c\u1ee7a h\u1ecd \u0111\u1ec3 xem \u0111\u01b0\u1ee3c tr\u00ean di \u0111\u1ed9ng (Animoto, 2017).<\/li><li>C\u00f3 m\u1ed9t h\u00ecnh thu nh\u1ecf c\u1ee7a video (video thumbnail) trong k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm c\u00f3 th\u1ec3 gi\u00fap t\u0103ng g\u1ea5p \u0111\u00f4i l\u01b0u l\u01b0\u1ee3ng t\u00ecm ki\u1ebfm c\u1ee7a b\u1ea1n (Search Engine Journal, 2018).<\/li><li>Video l\u00e0m t\u0103ng 157% l\u01b0u l\u01b0\u1ee3ng t\u1ef1 nhi\u00ean t\u1eeb c\u00e1c SERP (trang k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm hi\u1ec3n th\u1ecb tr\u00ean c\u00e1c c\u00f4ng c\u1ee5 b\u1ed9 m\u00e1y t\u00ecm ki\u1ebfm) (Wordstream, 2018).<\/li><li>Video s\u1ebd \u0111\u1ea1i bi\u1ec3u cho 82% t\u1ed5ng l\u01b0u l\u01b0\u1ee3ng IP truy c\u1eadp v\u00e0o n\u0103m 2021 (Business Insider, 2017).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">YouTube<\/h3>\n\n\n\n<ul><li>45% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb d\u1ef1 \u0111\u1ecbnh th\u00eam YouTube v\u00e0o chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung c\u1ee7a h\u1ecd v\u00e0o n\u0103m t\u1edbi (HubSpot, 2018).<\/li><li>Trong m\u1ed9t tu\u1ea7n trung b\u00ecnh, YouTube c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi xem tr\u00ean 18 tu\u1ed5i tr\u00ean di \u0111\u1ed9ng v\u00e0o c\u00e1c khung gi\u1edd v\u00e0ng truy\u1ec1n h\u00ecnh h\u01a1n b\u1ea5t k\u1ef3 m\u1ea1ng c\u00e1p truy\u1ec1n h\u00ecnh n\u00e0o kh\u00e1c (Google, 2016).<\/li><li>Hai ph\u1ea7n ba s\u1ed1 ng\u01b0\u1eddi d\u00f9ng xem YouTube tr\u00ean m\u1ed9t m\u00e0n h\u00ecnh th\u1ee9 hai trong khi xem TV \u1edf nh\u00e0 (Google, 2016).<\/li><li>Kho\u1ea3ng 5 t\u1ec9 video YouTube \u0111\u01b0\u1ee3c xem trung b\u00ecnh h\u00e0ng ng\u00e0y (Omnicore, 2018).<\/li><li>YouTube c\u00f3 h\u01a1n m\u1ed9t t\u1ec9 ng\u01b0\u1eddi d\u00f9ng, g\u1ea7n m\u1ed9t ph\u1ea7n ba to\u00e0n b\u1ed9 s\u1ed1 ng\u01b0\u1eddi c\u00f3 tr\u00ean m\u1ea1ng Internet (YouTube, 2016).<\/li><li>Trong m\u1ed9t th\u00e1ng trung b\u00ecnh, t\u00e1m trong m\u01b0\u1eddi ng\u01b0\u1eddi tu\u1ed5i t\u1eeb 18 \u0111\u1ebfn 49 xem c\u00e1c video YouTube (Google, 2016).<\/li><li>Trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi thu\u1ed9c th\u1ebf h\u1ec7 Y, YouTube chi\u1ebfm hai ph\u1ea7n ba s\u1ed1 video online ch\u1ea5t l\u01b0\u1ee3ng cao \u0111\u01b0\u1ee3c xem tr\u00ean m\u1ecdi lo\u1ea1i thi\u1ebft b\u1ecb (Google, 2016).<\/li><li>Th\u1eddi gian m\u1ecdi ng\u01b0\u1eddi b\u1ecf ra \u0111\u1ec3 xem YouTube tr\u00ean TV c\u1ee7a h\u1ecd \u0111\u00e3 t\u0103ng h\u01a1n hai l\u1ea7n so v\u1edbi n\u0103m ngo\u00e1i (Google, 2016).<\/li><li>65% s\u1ed1 gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u1ea5p cao chuy\u1ec3n h\u01b0\u1edbng \u0111\u1ebfn m\u1ed9t trang sau khi xem m\u1ed9t video YouTube li\u00ean quan (Single Grain, 2018).<\/li><li>32% s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng g\u1eafn k\u1ebft v\u1edbi m\u1ed9t video c\u00f3 th\u01b0\u01a1ng hi\u1ec7u tr\u00ean YouTube (Tubular Insights, 2017).<\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Thong_ke_ve_marketing_qua_thu_dien_tu_email_marketing\"><\/span><span style=\"background-color: #ffff00;\">5. Th\u1ed1ng k\u00ea v\u1ec1 marketing qua th\u01b0 \u0111i\u1ec7n t\u1eed (email marketing)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-center\">T\u00ecm hi\u1ec3u c\u00e1ch nh\u1eefng nh\u00e0 ti\u1ebfp th\u1ecb \u0111ang d\u00f9ng email marketing \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 (ROI).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">T\u1ec9 l\u1ec7 nh\u1ea5p chu\u1ed9t (Clickthrough Rate)<\/h3>\n\n\n\n<ul><li>54% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb n\u00f3i r\u1eb1ng t\u0103ng t\u1ec9 l\u1ec7 g\u1eafn k\u1ebft l\u00e0 \u01b0u ti\u00ean ti\u1ebfp th\u1ecb qua th\u01b0 \u0111i\u1ec7n t\u1eed (email marketing) h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u1ecd (Ascend2, 2016).<\/li><li>V\u1edbi vi\u1ec7c g\u1eedi th\u01b0 \u0111i\u1ec7n t\u1eed th\u00ec 11 gi\u1edd s\u00e1ng theo m\u00fai gi\u1edd mi\u1ec1n \u0110\u00f4ng (B\u1eafc M\u1ef9) c\u00f3 t\u1ec9 l\u1ec7 nh\u1ea5p chu\u1ed9t v\u00e0o th\u01b0 cao nh\u1ea5t (HubSpot, 2015).<\/li><li>15% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb \u0111\u01b0\u1ee3c h\u1ecfi \u00fd ki\u1ebfn cho bi\u1ebft c\u00f4ng ty c\u1ee7a h\u1ecd v\u1eabn kh\u00f4ng th\u01b0\u1eddng xuy\u00ean th\u1ea9m duy\u1ec7t s\u1ed1 l\u01b0\u1ee3ng m\u1edf v\u00e0 click v\u00e0o email; ch\u1ec9 23% n\u00f3i r\u1eb1ng h\u1ecd \u0111\u00e3 t\u00edch h\u1ee3p trang web v\u00e0 th\u01b0 \u0111i\u1ec7n t\u1eed \u0111\u1ec3 theo d\u00f5i s\u1ef1 vi\u1ec7c di\u1ec5n ra khi ai \u0111\u00f3 nh\u1ea5p chu\u1ed9t (MarketingProfs, 2016).<\/li><li>C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb m\u00e0 g\u1eedi th\u01b0 \u0111i\u1ec7n t\u1eed v\u00e0o c\u00e1c ng\u00e0y Th\u1ee9 Ba th\u00ec s\u1ebd c\u00f3 t\u1ec9 l\u1ec7 m\u1edf th\u01b0 cao h\u01a1n c\u00e1c ng\u00e0y kh\u00e1c trong tu\u1ea7n (Wordstream, 2017).<\/li><li>Khi s\u1ed1 l\u01b0\u1ee3ng h\u00ecnh \u1ea3nh c\u00f3 trong th\u01b0 t\u0103ng, th\u00ec t\u1ec9 l\u1ec7 nh\u1ea5p chu\u1ed9t c\u1ee7a b\u1ee9c th\u01b0 \u0111\u00f3 c\u00f3 xu h\u01b0\u1edbng gi\u1ea3m (HubSpot, 2014).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">B\u1ea3n sao th\u01b0 \u0111i\u1ec7n t\u1eed (Email Copy)<\/h3>\n\n\n\n<ul><li>64% s\u1ed1 ng\u01b0\u1eddi th\u00edch c\u00e1c b\u1ee9c th\u01b0 nhi\u1ec1u ch\u1eef h\u01a1n (HubSpot, 2014).<\/li><li>Khi x\u00e9t \u0111\u1ebfn c\u00e1c ng\u00e0nh c\u00f4ng nghi\u1ec7p c\u1ee5 th\u1ec3, th\u00ec c\u00e1c b\u1ee9c th\u01b0 \u0111i\u1ec7n t\u1eed li\u00ean quan \u0111\u1ebfn v\u1eadt nu\u00f4i v\u00e0 ch\u0103m s\u00f3c \u0111\u1ed9ng v\u1eadt c\u00f3 t\u1ec9 l\u1ec7 m\u1edf th\u01b0 cao nh\u1ea5t l\u00e0 22,1% n\u0103m 2016 (Statitsa, 2016).<\/li><li>56% c\u00e1c nh\u00e3n hi\u1ec7u d\u00f9ng m\u1ed9t bi\u1ec3u t\u01b0\u1ee3ng c\u1ea3m x\u00fac (emoji) trong d\u00f2ng ti\u00eau \u0111\u1ec1 th\u01b0 c\u00f3 t\u1ec9 l\u1ec7 m\u1edf th\u01b0 cao h\u01a1n nh\u1eefng nh\u00e3n hi\u1ec7u kh\u00f4ng d\u00f9ng (Forbes, 2017).<\/li><li>G\u1ea7n m\u1ed9t n\u1eeda (47%) s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb n\u00f3i r\u1eb1ng \u0111\u00f4i khi h\u1ecd ki\u1ec3m th\u1eed nh\u1eefng ti\u00eau \u0111\u1ec1 th\u01b0 kh\u00e1c nhau \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3 c\u1ee7a th\u01b0 \u0111i\u1ec7n t\u1eed (MarketingProfs, 2016).<\/li><li>C\u00e1c b\u1ee9c th\u01b0 bao g\u1ed3m t\u00ean c\u1ee7a ng\u01b0\u1eddi nh\u1eadn trong d\u00f2ng ti\u00eau \u0111\u1ec1 c\u00f3 t\u1ec9 l\u1ec7 nh\u1ea5p chu\u1ed9t cao h\u01a1n nh\u1eefng b\u1ee9c th\u01b0 kh\u00f4ng c\u00f3 (HubSpot, 2014).<\/li><li>Th\u01b0 r\u00e1c d\u1ec5 tr\u00e1nh \u0111\u01b0\u1ee3c c\u00e1c b\u1ed9 l\u1ecdc an ninh ng\u00e0y nay h\u01a1n l\u00e0 trong qu\u00e1 kh\u1ee9 g\u1ea7n \u0111\u00e2y (The Radicati Group, 2016).<\/li><li>C\u00e1c th\u01b0 \u0111i\u1ec7n t\u1eed giao d\u1ecbch (transactional email) \u0111\u01b0\u1ee3c m\u1edf nhi\u1ec1u h\u01a1n g\u1ea5p t\u00e1m l\u1ea7n so v\u1edbi nh\u1eefng b\u1ee9c th\u01b0 ti\u1ebfp th\u1ecb th\u00f4ng th\u01b0\u1eddng (Sleeknote, 2017).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Ph\u00e2n kh\u00fac th\u01b0 \u0111i\u1ec7n t\u1eed (emai segmentation)<\/h3>\n\n\n\n<ul><li>42% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb kh\u00f4ng g\u1eedi \u0111i c\u00e1c th\u00f4ng \u0111i\u1ec7p c\u00f3 \u0111\u1ecbnh h\u01b0\u1edbng trong th\u01b0 \u0111i\u1ec7n t\u1eed; ch\u1ec9 4% d\u00f9ng chi\u1ebfn l\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau theo l\u1edbp (MarketingProfs, 2016).<\/li><li>83% c\u00e1c c\u00f4ng ty d\u00f9ng t\u1ed1i thi\u1ec3u ph\u00e2n kh\u00fac c\u01a1 b\u1ea3n trong c\u00e1c b\u1ee9c th\u01b0 c\u1ee7a h\u1ecd (Econsultancy, 2016).<\/li><li>Kh\u1ea3 n\u0103ng ph\u00e2n kh\u00fac danh s\u00e1ch th\u01b0 \u0111i\u1ec7n t\u1eed v\u00e0 c\u00e1 nh\u00e2n h\u00f3a th\u00f4ng \u0111i\u1ec7p chi\u1ebfn d\u1ecbch th\u01b0 \u0111i\u1ec7n t\u1eed l\u00e0 nh\u1eefng chi\u1ebfn thu\u1eadt c\u00e1 nh\u00e2n h\u00f3a hi\u1ec7u qu\u1ea3 nh\u1ea5t v\u1edbi l\u1ea7n l\u01b0\u1ee3t l\u00e0 51% v\u00e0 50% s\u1ed1 ng\u01b0\u1eddi c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng ti\u1ebfp th\u1ecb (Ascend2, 2016).<\/li><li>Ng\u01b0\u1eddi nh\u1eadn c\u00f3 nhi\u1ec1u h\u01a1n 75% kh\u1ea3 n\u0103ng nh\u1ea5p chu\u1ed9t v\u00e0o c\u00e1c b\u1ee9c th\u01b0 t\u1eeb c\u00e1c chi\u1ebfn d\u1ecbch \u0111\u00e3 ph\u00e2n kh\u00fac so v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch kh\u00f4ng \u0111\u01b0\u1ee3c ph\u00e2n kh\u00fac (MailChimp, 2017).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>S\u1eed d\u1ee5ng Email (Email Usage)<\/strong><\/h3>\n\n\n\n<ul><li>Ba ph\u1ea7n t\u01b0 s\u1ed1 c\u00f4ng ty nh\u1ea5t tr\u00ed r\u1eb1ng th\u01b0 \u0111i\u1ec7n t\u1eed \u0111em l\u1ea1i l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 \u201ct\u1ed1t\u201d cho \u0111\u1ebfn \u201ckh\u00e1\u201d (Econsultancy, 2016).<\/li><li>C\u00e1c t\u00e0i kho\u1ea3n th\u01b0 \u0111i\u1ec7n t\u1eed \u0111ang ho\u1ea1t \u0111\u1ed9ng \u0111\u01b0\u1ee3c k\u1ef3 v\u1ecdng l\u00e0 s\u1ebd ch\u1ea1m con s\u1ed1 5,6 t\u1ec9 v\u00e0o n\u0103m 2019 (Statitsa, 2018).<\/li><li>Gmail c\u00f3 1 t\u1ec9 ng\u01b0\u1eddi d\u00f9ng \u0111ang ho\u1ea1t \u0111\u1ed9ng tr\u00ean to\u00e0n th\u1ebf gi\u1edbi (Statista, 2016).<\/li><li>C\u00f3 kho\u1ea3ng 49% doanh nghi\u1ec7p s\u1eed d\u1ee5ng m\u1ed9t s\u1ed1 m\u1eabu email t\u1ef1 \u0111\u1ed9ng. (Emailmonday, 2018)<\/li><li>Nh\u1eefng b\u1ee9c th\u01b0 m\u00e0 hi\u1ec3n th\u1ecb kh\u00f4ng \u0111\u00fang tr\u00ean di \u0111\u1ed9ng c\u00f3 th\u1ec3 b\u1ecb x\u00f3a trong v\u00f2ng ba gi\u00e2y (Campaign Monitor, 2018).<\/li><li>51% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb n\u00f3i r\u1eb1ng l\u00e0m phong ph\u00fa th\u00eam ch\u1ea5t l\u01b0\u1ee3ng d\u1eef li\u1ec7u li\u00ean h\u1ec7 l\u00e0 ch\u01b0\u1edbng ng\u1ea1i l\u1edbn nh\u1ea5t c\u1ee7a h\u1ecd tr\u00ean con \u0111\u01b0\u1eddng \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng trong ti\u1ebfp th\u1ecb qua email (Ascend2, 2016).<\/li><li>86% c\u00e1c chuy\u00ean gia th\u00edch d\u00f9ng th\u01b0 \u0111i\u1ec7n t\u1eed khi giao ti\u1ebfp v\u1edbi m\u1ee5c \u0111\u00edch l\u00e0m \u0103n (HubSpot, 2017).<\/li><li>78% s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 h\u1ee7y theo d\u00f5i t\u1eeb th\u01b0 \u0111i\u1ec7n t\u1eed v\u00ec m\u1ed9t nh\u00e3n hi\u1ec7u \u0111\u00e3 g\u1eedi qu\u00e1 nhi\u1ec1u th\u01b0 (HubSpot, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Email tr\u00ean di \u0111\u1ed9ng<\/h3>\n\n\n\n<ul><li>73% c\u00e1c c\u00f4ng ty \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t cho bi\u1ebft h\u1ecd \u01b0u ti\u00ean t\u1ed1i \u01b0u h\u00f3a th\u01b0 \u0111i\u1ec7n t\u1eed tr\u00ean thi\u1ebft b\u1ecb di \u0111\u1ed9ng (Campaign Monitor, 2018).<\/li><li>G\u1ea7n nh\u01b0 m\u1ecdi b\u00e1o c\u00e1o v\u1ec1 t\u1ec9 l\u1ec7 m\u1edf th\u01b0 \u0111i\u1ec7n t\u1eed k\u1ebft lu\u1eadn r\u1eb1ng di \u0111\u1ed9ng l\u00e0 nguy\u00ean nh\u00e2n ch\u00ednh c\u1ee7a \u00edt nh\u1ea5t l\u00e0 50% to\u00e0n b\u1ed9 s\u1ed1 l\u01b0\u1ee3t m\u1edf th\u01b0 (Campaign Monitor, 2018).<\/li><li>C\u00e1c c\u00f4ng ty theo m\u00f4 h\u00ecnh IT, B2B v\u00e0 b\u00e1n bu\u00f4n c\u00f3 t\u1ec9 l\u1ec7 m\u1edf th\u01b0 \u0111i\u1ec7n t\u1eed tr\u00ean di \u0111\u1ed9ng th\u1ea5p nh\u1ea5t, trong khi \u0111\u00f3 TV\/radio\/phim, c\u00e1c s\u1ef1 ki\u1ec7n v\u00e0 b\u1ea5t \u0111\u1ed9ng s\u1ea3n c\u00f3 t\u1ec9 l\u1ec7 m\u1edf th\u01b0 \u0111i\u1ec7n t\u1eed tr\u00ean di \u0111\u1ed9ng cao nh\u1ea5t (Campaign Monitor, 2018).<\/li><li>52% s\u1ed1 kh\u00e1ch h\u00e0ng \u00edt c\u00f3 kh\u1ea3 n\u0103ng g\u1eafn k\u1ebft v\u1edbi m\u1ed9t c\u00f4ng ty h\u01a1n v\u00ec tr\u1ea3i nghi\u1ec7m t\u1ed3i t\u1ec7 tr\u00ean di \u0111\u1ed9ng (Campaign Monitor, 2018).<\/li><li>35% c\u00e1c chuy\u00ean gia kinh doanh ki\u1ec3m tra th\u01b0 \u0111i\u1ec7n t\u1eed tr\u00ean m\u1ed9t thi\u1ebft b\u1ecb di \u0111\u1ed9ng (Convince &amp; Convert, 2018).<\/li><li>80% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng th\u01b0 \u0111i\u1ec7n t\u1eed \u0111\u01b0\u1ee3c k\u1ef3 v\u1ecdng l\u00e0 s\u1ebd truy c\u1eadp v\u00e0o t\u00e0i kho\u1ea3n th\u01b0 \u0111i\u1ec7n t\u1eed c\u1ee7a h\u1ecd th\u00f4ng qua thi\u1ebft b\u1ecb di \u0111\u1ed9ng \u0111\u1ebfn cu\u1ed1i n\u0103m 2018 (Radicati, 2018).<\/li><li>iPhone Apple (29%) v\u00e0 Gmail (27%) v\u1eabn l\u00e0 nh\u1eefng c\u00e1ch ph\u1ed5 bi\u1ebfn nh\u1ea5t \u0111\u1ec3 \u0111\u1ecdc th\u01b0 \u0111i\u1ec7n t\u1eed (Litmus, 2018).<\/li><li>M\u1edf tr\u00ean IMobile chi\u1ebfm 46% m\u1ecdi s\u1ed1 l\u1ea7n l\u01b0\u1ee3t m\u1edf th\u01b0 v\u00e0o th\u00e1ng 6 n\u0103m 2018 (Litmus, 2018).<\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6_Thong_ke_ve_viec_tao_ra_khach_hang_moi\"><\/span><span style=\"background-color: #ffff00;\">6. Th\u1ed1ng k\u00ea v\u1ec1 vi\u1ec7c t\u1ea1o ra kh\u00e1ch h\u00e0ng m\u1edbi<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-center\">Kh\u00e1m ph\u00e1 c\u00e1ch c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau t\u1ea1o ra kh\u00e1ch h\u00e0ng m\u1edbi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">T\u1ea1o ra nhu c\u1ea7u (Demand Generation)<\/h3>\n\n\n\n<ul><li>68% c\u00e1c doanh nghi\u1ec7p B2B d\u00f9ng c\u00e1c trang \u0111\u00edch chi\u1ebfn l\u01b0\u1ee3c (strategic landing pages) \u0111\u1ec3 ki\u1ebfm kh\u00e1ch h\u00e0ng m\u1edbi (Marketo, 2018).<\/li><li>N\u0103m 2018, 70% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb n\u00f3i r\u1eb1ng s\u1ed1 l\u01b0\u1ee3ng nhu c\u1ea7u t\u1ea1o ra \u0111\u01b0\u1ee3c s\u1ebd t\u0103ng v\u00e0 34% cho bi\u1ebft chi ph\u00ed c\u1ee7a h\u1ecd s\u1ebd t\u0103ng h\u01a1n 20% (Demand Generation Benchmark Survey, 2018).<\/li><li>79% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb B2B xem th\u01b0 \u0111i\u1ec7n t\u1eed l\u00e0 k\u00eanh ph\u00e2n ph\u1ed1i hi\u1ec7u qu\u1ea3 nh\u1ea5t c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u1ea1o ra nhu c\u1ea7u (Content Marketing Institute, 2018)<\/li><li>Trong ho\u00e0n c\u1ea3nh B2B, c\u00e1c s\u1ef1 ki\u1ec7n (events) gi\u00fap t\u1ea1o ra nhi\u1ec1u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng nh\u1ea5t, trong khi \u0111\u00f3 c\u00e1c nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p gi\u00fap chuy\u1ec3n \u0111\u1ed5i v\u00e0 gia t\u1ed1c nhi\u1ec1u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng nh\u1ea5t (Marketing Charts, 2018).<\/li><li>Ch\u1ec9 18% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb cho r\u1eb1ng c\u00e1c th\u1ef1c h\u00e0nh ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng (outbound marketing) \u0111em \u0111\u1ebfn s\u1ed1 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng ch\u1ea5t l\u01b0\u1ee3ng cao nh\u1ea5t \u0111\u1ec3 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng (HubSpot, 2018).<\/li><li>61% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb cho bi\u1ebft t\u1ea1o ra l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng l\u00e0 th\u00e1ch th\u1ee9c h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u1ecd (HubSpot, 2018).<\/li><li>53% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb n\u1ed9i dung d\u00f9ng n\u1ed9i dung t\u01b0\u01a1ng t\u00e1c trong c\u00e1c n\u1ed7 l\u1ef1c t\u1ea1o ra kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng (Content Marketing Institute, 2016).<\/li><li>G\u1ea7n 80% s\u1ed1 c\u00f4ng ty m\u00e0 kh\u00f4ng \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau doanh thu c\u1ee7a h\u1ecd thu h\u00fat h\u00e0ng th\u00e1ng t\u1eeb 10.000 kh\u00e1ch gh\u00e9 trang web tr\u1edf xu\u1ed1ng. V\u1edbi nh\u1eefng c\u00f4ng ty v\u01b0\u1ee3t qua \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau doanh thu, 70% trong s\u1ed1 \u0111\u00f3 thu h\u00fat h\u01a1n 10.000 kh\u00e1ch gh\u00e9 th\u0103m trang web m\u1ed7i th\u00e1ng.<\/li><li>C\u00f4ng ty c\u00e0ng bi\u1ebft \u00edt v\u1ec1 c\u00e1c ch\u1ec9 s\u1ed1 KPI c\u1ee7a h\u1ecd th\u00ec h\u1ecd c\u00e0ng c\u00f3 \u00edt kh\u1ea3 n\u0103ng \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau doanh thu c\u1ee7a m\u00ecnh (revenue goals). 74% s\u1ed1 c\u00f4ng ty m\u00e0 kh\u00f4ng v\u01b0\u1ee3t qua \u0111\u01b0\u1ee3c c\u00e1c m\u1ee5c ti\u00eau doanh thu kh\u00f4ng nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c c\u00e1c c\u01a1 h\u1ed9i kh\u00e1ch gh\u00e9 trang, kh\u00e1ch ti\u1ec1m n\u0103ng, MQL (s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u00f3 \u0111\u01b0\u1ee3c t\u1eeb ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb) hay b\u00e1n h\u00e0ng c\u1ee7a h\u1ecd (HubSpot, 2015).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Ph\u00e2n t\u00edch marketing (Marketing Analytics)<\/h3>\n\n\n\n<ul><li>46% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb m\u00e0 c\u00f3 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3n l\u00fd kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng chu \u0111\u00e1o s\u1edf h\u1eefu c\u00e1c nh\u00f3m kinh doanh theo d\u00f5i h\u01a1n 75% s\u1ed1 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng (Strategic IC, 2017).<\/li><li>85% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb B2B cho bi\u1ebft t\u1ea1o ra kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng l\u00e0 m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb n\u1ed9i dung quan tr\u1ecdng nh\u1ea5t c\u1ee7a h\u1ecd (Ring Lead, 2017).<\/li><li>75% c\u00e1c doanh nghi\u1ec7p d\u00f9ng inbound marketing tin r\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a h\u1ecd c\u00f3 hi\u1ec7u qu\u1ea3.<\/li><li>T\u1ea1o ra kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng v\u00e0 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng l\u00e0 ba m\u1ee5c ti\u00eau doanh nghi\u1ec7p h\u00e0ng \u0111\u1ea7u \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb n\u1ed9i dung (Wordstream, 2018).<\/li><li>27% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb n\u00f3i r\u1eb1ng \u0111\u1ea3m b\u1ea3o \u0111\u1ee7 kinh ph\u00ed l\u00e0 th\u00e1ch th\u1ee9c marketing h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u1ecd (HubSpot, 2016).<\/li><li>C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb m\u00e0 t\u00ednh to\u00e1n ra l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 (ROI) b\u1eb1ng 1,6 l\u1ea7n th\u00ec d\u1ec5 nh\u1eadn \u0111\u01b0\u1ee3c nhi\u1ec1u v\u1ed1n l\u00e0m marketing h\u01a1n (HubSpot, 2016).<\/li><li>39% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb cho bi\u1ebft ch\u1ee9ng minh \u0111\u01b0\u1ee3c l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb c\u1ee7a h\u1ecd l\u00e0 th\u00e1ch th\u1ee9c marketing h\u00e0ng \u0111\u1ea7u (HubSpot, 2018).<\/li><li>72% s\u1ed1 doanh nghi\u1ec7p c\u00f3 t\u00ednh to\u00e1n l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 cho bi\u1ebft chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a h\u1ecd c\u00f3 hi\u1ec7u qu\u1ea3 (HubSpot, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">T\u1ef1 \u0111\u1ed9ng h\u00f3a marketing (Marketing Automation)<\/h3>\n\n\n\n<ul><li>Chi ph\u00ed cho c\u00e1c c\u00f4ng c\u1ee5 t\u1ef1 \u0111\u1ed9ng h\u00f3a marketing \u0111\u01b0\u1ee3c k\u1ef3 v\u1ecdng l\u00e0 s\u1ebd \u0111\u1ea1t 25,1 t\u1ec9 \u0111\u00f4 la M\u1ef9 h\u00e0ng n\u0103m \u0111\u1ebfn n\u0103m 2023 (Martech Today, 2018).<\/li><li>Nh\u1eefng c\u00f4ng ty m\u00e0 t\u1ef1 \u0111\u1ed9ng h\u00f3a qu\u1ea3n l\u00fd kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng ghi nh\u1eadn doanh thu t\u0103ng 10% hay nhi\u1ec1u h\u01a1n trong th\u1eddi gian 6-9 th\u00e1ng (Strategic IC, 2017).<\/li><li>Nh\u1eefng doanh nghi\u1ec7p ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u00f3 doanh s\u1ed1 nhi\u1ec1u h\u01a1n 50% \u1edf m\u1ee9c chi ph\u00ed \u00edt h\u01a1n 33% so v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng kh\u00f4ng \u0111\u01b0\u1ee3c ch\u0103m s\u00f3c (Strategic IC, 2017).<\/li><li>69% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb n\u00f3i r\u1eb1ng chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng l\u00e0 \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u1ecd (HubSpot, 2017).<\/li><li>79% c\u00e1c c\u00f4ng ty kinh doanh hi\u1ec7u qu\u1ea3 h\u00e0ng \u0111\u1ea7u \u0111\u00e3 \u0111ang d\u00f9ng t\u1ef1 \u0111\u1ed9ng h\u00f3a marketing trong ba n\u0103m tr\u1edf l\u00ean (Venture Harbour, 2017).<\/li><li>C\u00f4ng ngh\u1ec7 ti\u1ebfp th\u1ecb \u0111\u1ea1i di\u1ec7n cho 33% trung b\u00ecnh v\u1ed1n d\u00e0nh cho marketing (Gartner, 2016).<\/li><li>28% s\u1ed1 chi ph\u00ed c\u00f4ng ngh\u1ec7 ti\u1ebfp th\u1ecb l\u00e0 chi cho c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng (v\u00ed d\u1ee5 c\u00e1c server, l\u01b0u tr\u1eef v\u00e0 m\u1ea1ng l\u01b0\u1edbi) \u0111\u1ec3 ch\u1ea1y ph\u1ea7n m\u1ec1m marketing (Gartner, 2016).<\/li><li>Chi ph\u00ed c\u00f4ng ngh\u1ec7 marketing gi\u1edd c\u00f2n cao h\u01a1n chi ph\u00ed cho qu\u1ea3ng c\u00e1o \u1edf nhi\u1ec1u c\u00f4ng ty (Gartner, 2016).<\/li><li>C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb cho bi\u1ebft l\u1ee3i \u00edch l\u1edbn nh\u1ea5t c\u1ee7a t\u1ef1 \u0111\u1ed9ng h\u00f3a l\u00e0 ti\u1ebft ki\u1ec7m th\u1eddi gian (Venture Harbour, 2017).<\/li><li>80% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb d\u00f9ng ph\u1ea7n m\u1ec1m t\u1ef1 \u0111\u1ed9ng h\u00f3a thu h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng h\u01a1n (Linkedln, 2016).<\/li><li>67% s\u1ed1 tr\u01b0\u1edfng nh\u00f3m marketing hi\u1ec7n \u0111ang d\u00f9ng m\u1ed9t n\u1ec1n t\u1ea3ng t\u1ef1 \u0111\u1ed9ng h\u00f3a marketing (Salesforce, 2017).<\/li><li>Trong hai n\u0103m t\u1edbi, c\u00f3 th\u00eam 21% tr\u01b0\u1edfng nh\u00f3m marketing d\u1ef1 \u0111\u1ecbnh d\u00f9ng n\u1ec1n t\u1ea3ng t\u1ef1 \u0111\u1ed9ng h\u00f3a marketing (Salesforce, 2017).<\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"7_Thong_ke_ve_quang_cao\"><\/span><span style=\"background-color: #ffff00;\"><strong>7. Th\u1ed1ng k\u00ea v\u1ec1 qu\u1ea3ng c\u00e1o<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-center\">Hi\u1ec3u c\u00e1ch nh\u00ecn nh\u1eadn truy\u1ec1n th\u00f4ng tr\u1ea3 ph\u00ed t\u1eeb g\u00f3c nh\u00ecn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Ch\u1eb7n qu\u1ea3ng c\u00e1o (Ad Blocking)<\/strong><\/h3>\n\n\n\n<ul><li>87% s\u1ed1 ng\u01b0\u1eddi n\u00f3i r\u1eb1ng gi\u1edd c\u00f3 nhi\u1ec1u qu\u1ea3ng c\u00e1o h\u01a1n so v\u1edbi hai n\u0103m tr\u01b0\u1edbc (HubSpot, 2016).<\/li><li>T\u1ec9 l\u1ec7 s\u1ed1 ng\u01b0\u1eddi d\u00f9ng m\u00e1y t\u00ednh b\u00e0n v\u00e0 m\u00e1y t\u00ednh x\u00e1ch tay m\u00e0 d\u00f9ng c\u00e1c c\u00f4ng c\u1ee5 ch\u1eb7n qu\u1ea3ng c\u00e1o gi\u1edd nhi\u1ec1u g\u1ea5p \u0111\u00f4i t\u1ec9 l\u1ec7 ng\u01b0\u1eddi d\u00f9ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 ch\u1eb7n qu\u1ea3ng c\u00e1o (Business Insider, 2017).<\/li><li>Adblocker Plus, \u1ee9ng d\u1ee5ng ch\u1eb7n qu\u1ea3ng c\u00e1o ph\u1ed5 bi\u1ebfn nh\u1ea5t, \u0111\u00e3 \u0111\u1ea1t 300 tri\u1ec7u l\u01b0\u1ee3t t\u1ea3i v\u1ec1 tr\u00ean to\u00e0n th\u1ebf gi\u1edbi (HubSpot, 2016).<\/li><li>77% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng nh\u1ea5t tr\u00ed r\u1eb1ng h\u1ecd th\u00edch d\u00f9ng b\u1ed9 l\u1ecdc qu\u1ea3ng c\u00e1o \/ ad filter h\u01a1n l\u00e0 ch\u1eb7n ho\u00e0n to\u00e0n \/ completely ad block (HubSpot, 2016).<\/li><li>41% nh\u1eefng ng\u01b0\u1eddi d\u00f9ng b\u1ed9 ch\u1eb7n qu\u1ea3ng c\u00e1o bi\u1ebft \u0111\u1ebfn c\u00e1c \u1ee9ng d\u1ee5ng ch\u1eb7n qu\u1ea3ng c\u00e1o l\u00e0 qua truy\u1ec1n mi\u1ec7ng (HubSpot, 2016).<\/li><li>64% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng b\u1ed9 ch\u1eb7n qu\u1ea3ng c\u00e1o l\u00e0m th\u1ebf l\u00e0 v\u00ec h\u1ecd tin r\u1eb1ng qu\u1ea3ng c\u00e1o phi\u1ec1n ph\u1ee9c hay qu\u1ea5y r\u1ea7y h\u1ecd (HubSpot, 2016).<\/li><li>Ch\u1eb7n qu\u1ea3ng c\u00e1o \u1edf M\u1ef9 \u0111\u00e3 t\u0103ng t\u1eeb 15%-30% k\u1ec3 t\u1eeb n\u0103m 2014 (Statitsa, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Qu\u1ea3ng c\u00e1o hi\u1ec3n th\u1ecb (Display Advertising)<\/h3>\n\n\n\n<ul><li>91% s\u1ed1 ng\u01b0\u1eddi n\u00f3i r\u1eb1ng qu\u1ea3ng c\u00e1o ng\u00e0y nay phi\u1ec1n ph\u1ee9c h\u01a1n so v\u1edbi hai n\u0103m tr\u01b0\u1edbc (HubSpot, 2016).<\/li><li>73% m\u1ecdi ng\u01b0\u1eddi kh\u00f4ng \u01b0a nh\u1eefng qu\u1ea3ng c\u00e1o xu\u1ea5t hi\u1ec7n b\u1ea5t ch\u1ee3t \/ pop-up ads (HubSpot, 2016).<\/li><li>4 tr\u00ean 5 ng\u01b0\u1eddi \u0111\u00e3 r\u1eddi trang c\u1ee7a web v\u00ec h\u1ed9p qu\u1ea3ng c\u00e1o b\u1ea5t ch\u1ee3t xu\u1ea5t hi\u1ec7n hay qu\u1ea3ng c\u00e1o video t\u1ef1 \u0111\u1ed9ng ch\u1ea1y \/ autoplaying video ad (HubSpot, 2016).<\/li><li>30% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb cho r\u1eb1ng c\u00e1c chi\u1ebfn thu\u1eadt ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng (outbound marketing) \u0111\u01b0\u1ee3c \u0111\u1ec1 cao qu\u00e1 m\u1ee9c (HubSpot, 2016).<\/li><li>33% c\u00e1c nh\u00e0 ti\u1ebfp inbound v\u00e0 31% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng (outbound) x\u1ebfp h\u1ea1ng c\u00e1c th\u1ef1c h\u00e0nh marketing outbound, nh\u01b0 l\u00e0 qu\u1ea3ng c\u00e1o tr\u1ea3 ph\u00ed, l\u00e0 l\u00e3ng ph\u00ed th\u1eddi gian v\u00e0 ngu\u1ed3n l\u1ef1c h\u00e0ng \u0111\u1ea7u (HubSpot, 2016).<\/li><li>72% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng n\u00f3i r\u1eb1ng h\u1ecd s\u1ebd c\u00f3 quan \u0111i\u1ec3m k\u00e9m h\u01a1n v\u1ec1 m\u1ed9t nh\u00e3n hi\u1ec7u n\u1ebfu h\u1ecd khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng g\u1eb7p ph\u1ea3i qu\u1ea3ng c\u00e1o b\u1ea5t ch\u1ee3t xu\u1ea5t hi\u1ec7n (HubSpot, 2016).<\/li><li>81% s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 \u0111\u00f3ng m\u1ed9t tr\u00ecnh duy\u1ec7t hay tho\u00e1t m\u1ed9t trang trong web do qu\u1ea3ng c\u00e1o b\u1ea5t ch\u1ee3t xu\u1ea5t hi\u1ec7n (HubSpot, 2016).<\/li><li>34% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng n\u00f3i r\u1eb1ng h\u1ecd click nh\u1ea7m v\u00e0o m\u1ed9t qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn (HubSpot, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Qu\u1ea3ng c\u00e1o tr\u00ean di \u0111\u1ed9ng (Mobile Advertising)<\/strong><\/h3>\n\n\n\n<ul><li>70% s\u1ed1 ng\u01b0\u1eddi kh\u00f4ng th\u00edch qu\u1ea3ng c\u00e1o tr\u00ean di \u0111\u1ed9ng (HubSpot, 2016).<\/li><li>Ch\u1eb7n qu\u1ea3ng c\u00e1o tr\u00ean di \u0111\u1ed9ng \u0111\u00e3 t\u0103ng 90% so v\u1edbi n\u0103m ngo\u00e1i (HubSpot, 2016).<\/li><li>C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb v\u00e0 nh\u00e0 qu\u1ea3ng c\u00e1o \u0111ang \u0111\u1ea7u t\u01b0 51% s\u1ed1 v\u1ed1n c\u1ee7a h\u1ecd v\u00e0o qu\u1ea3ng c\u00e1o tr\u00ean di \u0111\u1ed9ng (Impact, 2017).<\/li><li>C\u1ea3 qu\u1ea3ng c\u00e1o tr\u00ean m\u00e1y t\u00ednh b\u00e0n v\u00e0 di \u0111\u1ed9ng \u0111\u1ec1u truy\u1ec1n t\u1ea3i hi\u1ec7u qu\u1ea3 th\u01b0\u01a1ng hi\u1ec7u (branding effectiveness), nh\u01b0ng qu\u1ea3ng c\u00e1o tr\u00ean di \u0111\u1ed9ng hi\u1ec7u qu\u1ea3 h\u01a1n (Com Score, 2016).<\/li><li>Google n\u1eafm gi\u1eef 95% m\u1ecdi c\u00fa nh\u1ea5p qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm tr\u1ea3 ph\u00ed tr\u00ean di \u0111\u1ed9ng (Business Insider, 2016).<\/li><li>Hai ph\u1ea7n ba s\u1ed1 ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 nh\u1edb l\u1ea1i m\u1ed9t nh\u00e3n hi\u1ec7u c\u1ee5 th\u1ec3 m\u00e0 h\u1ecd \u0111\u00e3 xem nh\u00e3n hi\u1ec7u \u0111\u00f3 \u0111\u01b0\u1ee3c qu\u1ea3ng c\u00e1o tr\u00ean di \u0111\u1ed9ng trong tu\u1ea7n v\u1eeba qua (Business Wire, 2018).<\/li><li>60% s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1ea5p v\u00e0o qu\u1ea3ng c\u00e1o tr\u00ean di \u0111\u1ed9ng \u00edt nh\u1ea5t h\u00e0ng tu\u1ea7n (Business Wire, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Tr\u1ea3 ph\u00ed tr\u00ean m\u1ed7i c\u00fa nh\u1ea5p chu\u1ed9t (Pay-Per-Click\/PPC)<\/strong><\/h3>\n\n\n\n<ul><li>64,6% s\u1ed1 ng\u01b0\u1eddi nh\u1ea5p v\u00e0o qu\u1ea3ng c\u00e1o Google khi h\u1ecd \u0111ang xem mua m\u1ed9t m\u1eb7t h\u00e0ng tr\u1ef1c tuy\u1ebfn (Wordstream, 2016).<\/li><li>T\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i trung b\u00ecnh trong AdWords tr\u00ean m\u1ecdi ng\u00e0nh kinh doanh l\u00e0 2,7% tr\u00ean m\u1ea1ng l\u01b0\u1edbi t\u00ecm ki\u1ebfm v\u00e0 0,89% tr\u00ean m\u1ea1ng l\u01b0\u1edbi hi\u1ec3n th\u1ecb (Wordstream, 2016).<\/li><li>T\u1ec9 l\u1ec7 nh\u1ea5p chu\u1ed9t trung b\u00ecnh trong AdWords tr\u00ean m\u1ecdi ng\u00e0nh kinh doanh l\u00e0 1,91% v\u1edbi t\u00ecm ki\u1ebfm v\u00e0 0,35% v\u1edbi hi\u1ec3n th\u1ecb (Wordstream, 2016).<\/li><li>Chi ph\u00ed trung b\u00ecnh tr\u00ean m\u1ed7i l\u01b0\u1ee3t click trong AdWords tr\u00ean m\u1ecdi ng\u00e0nh kinh doanh l\u00e0 2,32 \u0111\u00f4 la M\u1ef9 tr\u00ean m\u1ea1ng t\u00ecm ki\u1ebfm v\u00e0 0,58 \u0111\u00f4 la M\u1ef9 tr\u00ean m\u1ea1ng hi\u1ec3n th\u1ecb (Wordstream, 2016).<\/li><li>66% s\u1ed1 t\u1eeb kh\u00f3a c\u00f3 ti\u1ec1m n\u0103ng mua h\u00e0ng (buyer-intent keyword) l\u00e0 c\u00e1c c\u00fa nh\u1ea5p chu\u1ed9t tr\u1ea3 ph\u00ed (Clever Clicks, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Qu\u1ea3ng c\u00e1o video (Video advertising)<\/strong><\/h3>\n\n\n\n<ul><li>51% s\u1ed1 ng\u01b0\u1eddi c\u00f3 quan \u0111i\u1ec3m k\u00e9m h\u01a1n v\u1ec1 nh\u1eefng nh\u00e3n hi\u1ec7u m\u00e0 d\u00f9ng qu\u1ea3ng c\u00e1o video t\u1ef1 \u0111\u1ed9ng ch\u1ea1y (HubSpot, 2016).<\/li><li>70% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb M\u1ef9 d\u1ef1 \u0111\u1ecbnh d\u00f9ng c\u00e1c qu\u1ea3ng c\u00e1o video x\u00e3 h\u1ed9i trong 12 th\u00e1ng t\u1edbi (eMarketer, 2016).<\/li><li>82% s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 \u0111\u00f3ng m\u1ed9t tr\u00ecnh duy\u1ec7t hay tho\u00e1t kh\u1ecfi m\u1ed9t trang trong web v\u00ec m\u1ed9t qu\u1ea3ng c\u00e1o video tr\u1ef1c tuy\u1ebfn t\u1ef1 \u0111\u1ed9ng ch\u1ea1y (HubSpot, 2016).<\/li><li>99% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb m\u00e0 \u0111\u00e3 d\u00f9ng video n\u00f3i r\u1eb1ng h\u1ecd s\u1ebd ti\u1ebfp t\u1ee5c qu\u1ea3ng c\u00e1o video trong n\u0103m 2018 (HubSpot, 2018).<\/li><li>N\u1ebfu video v\u00e0 ch\u1eef \u0111\u1ec1u c\u00f3 tr\u00ean c\u00f9ng m\u1ed9t trang, 72% s\u1ed1 ng\u01b0\u1eddi s\u1ebd xem video \u0111\u1ec3 bi\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 h\u01a1n l\u00e0 \u0111\u1ecdc ch\u1eef (HubSpot, 2018)<\/li><li>81% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng t\u1eaft ti\u1ebfng qu\u1ea3ng c\u00e1o video (Optinmonster, 2018).<\/li><li>65% nh\u1eefng ng\u01b0\u1eddi hi\u1ec7n kh\u00f4ng d\u00f9ng video n\u00f3i r\u1eb1ng h\u1ecd d\u1ef1 \u0111\u1ecbnh b\u1eaft \u0111\u1ea7u d\u00f9ng video \u0111\u1ec3 qu\u1ea3ng c\u00e1o v\u00e0o n\u0103m 2018 (HubSpot, 2018).<\/li><li>\u0110\u1ebfn n\u0103m 2021, ng\u00e0nh qu\u1ea3ng c\u00e1o video s\u1ebd ph\u00e1t tri\u1ec3n \u0111\u1ebfn m\u1ee9c c\u00f3 gi\u00e1 tr\u1ecb l\u00e0 22 t\u1ec9 \u0111\u00f4 la M\u1ef9 (eMarketer, 2018).<\/li><li>N\u0103m 2017, \u0111\u1ed9t ph\u00e1 l\u1edbn nh\u1ea5t trong t\u1ec9 l\u1ec7 nh\u1ea5p v\u00e0o video l\u00e0 \u1edf nh\u1eefng ng\u01b0\u1eddi d\u00f9ng m\u00e1y t\u00ednh b\u00e0n, trong khi \u0111\u00f3 t\u1ec9 l\u1ec7 nh\u1ea5p v\u00e0o video tr\u00ean m\u00e1y t\u00ednh b\u1ea3ng \u0111\u00e3 gi\u1ea3m nh\u1eb9 (Wordstream, 2018).<\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"8_Thong_ke_ve_cong_nghe_tiep_thi_marketing_technology\"><\/span><span style=\"background-color: #ffff00;\"><strong>8. Th\u1ed1ng k\u00ea v\u1ec1 c\u00f4ng ngh\u1ec7 ti\u1ebfp th\u1ecb (marketing technology)<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-center\">Kh\u00e1m ph\u00e1 c\u00e1ch c\u00f4ng ngh\u1ec7 m\u1edbi l\u00e0m thay \u0111\u1ed5i h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u1ee8ng d\u1ee5ng nh\u1eafn tin (Messaging Apps)<\/strong><\/h3>\n\n\n\n<ul><li>24% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb d\u1ef1 \u0111\u1ecbnh th\u00eam c\u00e1c \u1ee9ng d\u1ee5ng nh\u1eafn tin v\u00e0o chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung c\u1ee7a h\u1ecd trong n\u0103m t\u1edbi (HubSpot, 2018).<\/li><li>C\u00f3 105 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng \u1ee9ng d\u1ee5ng nh\u1eafn tin Facebook Messenger h\u00e0ng th\u00e1ng (Statitsa, 2018).<\/li><li>\u0110\u1ebfn n\u0103m 2021, \u01b0\u1edbc t\u00ednh c\u00f3 2,48 t\u1ec9 ng\u01b0\u1eddi s\u1eed d\u1ee5ng c\u00e1c \u1ee9ng d\u1ee5ng nh\u1eafn tin (Statitsa, 2018).<\/li><li>17% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng x\u00f3a b\u1ecf c\u00e1c \u1ee9ng d\u1ee5ng v\u00ec ch\u00fang kh\u00f4ng h\u1eefu d\u1ee5ng v\u00e0 17% x\u00f3a v\u00ec ch\u00fang chi\u1ebfm qu\u00e1 nhi\u1ec1u b\u1ed9 nh\u1edb (Marketing Sherpa, 2017).<\/li><li>\u1ee8ng d\u1ee5ng nh\u1eafn tin tr\u00ean di \u0111\u1ed9ng ph\u1ed5 bi\u1ebfn nh\u1ea5t tr\u00ean to\u00e0n c\u1ea7u t\u00ednh \u0111\u1ebfn th\u00e1ng 7 n\u0103m 2018 l\u00e0 WhatsApp (Statitsa, 2018).<\/li><li>Facebook s\u1edf h\u1eefu hai \u1ee9ng d\u1ee5ng nh\u1eafn tin ph\u1ed5 bi\u1ebfn nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi: Facebook v\u00e0 WhatsApp (Statitsa, 2018).<\/li><li>\u0110\u00e3 c\u00f3 h\u01a1n 4 t\u1ec9 l\u01b0\u1ee3t t\u1ea3i v\u1ec1 c\u00e1c \u1ee9ng d\u1ee5ng nh\u1eafn tin (HubSpot, 2016).<\/li><li>6 trong 10 \u1ee9ng d\u1ee5ng \u0111\u01b0\u1ee3c d\u00f9ng nhi\u1ec1u nh\u1ea5t h\u00e0ng \u0111\u1ea7u tr\u00ean to\u00e0n c\u1ea7u l\u00e0 c\u00e1c \u1ee9ng d\u1ee5ng nh\u1eafn tin (KPCB, 2016).<\/li><li>C\u00e1c \u1ee9ng d\u1ee5ng nh\u1eafn tin gi\u1edd \u0111\u00e2y \u0111ang ph\u1ed5 bi\u1ebfn h\u01a1n 20% so v\u1edbi c\u00e1c m\u1ea1ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i v\u1ec1 m\u1eb7t ng\u01b0\u1eddi d\u00f9ng \u0111ang ho\u1ea1t \u0111\u1ed9ng h\u00e0ng th\u00e1ng (Business Insider, 2016).<\/li><li>Trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi d\u00f9ng WeChat \u1edf Trung Qu\u1ed1c, 60% m\u1edf \u1ee9ng d\u1ee5ng h\u01a1n 10 l\u1ea7n m\u1ed7i ng\u00e0y (eMarketer, 2016).<\/li><li>\u0110\u1ebfn n\u0103m 2020, doanh thu trung b\u00ecnh t\u1eeb c\u00e1c \u1ee9ng d\u1ee5ng nh\u1eafn tin \u0111\u01b0\u1ee3c mong \u0111\u1ee3i l\u00e0 s\u1ebd h\u01a1n 15 \u0111\u00f4 la M\u1ef9 tr\u00ean m\u1ed9t ng\u01b0\u1eddi d\u00f9ng, ch\u1ee7 y\u1ebfu l\u00e0 t\u1eeb t\u00e1c nh\u00e2n \u0111\u00e0m tho\u1ea1i chatbot (Media Kix, 2017).<\/li><li>4 trong 10 ng\u01b0\u1eddi d\u00f9ng di \u0111\u1ed9ng s\u1eed d\u1ee5ng Facebook Messenger (eMarketer, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Di \u0111\u1ed9ng (Mobile)<\/strong><\/h3>\n\n\n\n<ul><li>42% s\u1ed1 ng\u01b0\u1eddi tr\u00ean 65 tu\u1ed5i s\u1edf h\u1eefu m\u1ed9t chi\u1ebfc \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh, g\u1ea5p h\u01a1n hai l\u1ea7n k\u1ec3 t\u1eeb n\u0103m 2013 (Pew Research Center, 2017).<\/li><li>48% s\u1ed1 kh\u00e1ch h\u00e0ng b\u1eaft \u0111\u1ea7u t\u00ecm ki\u1ebfm s\u1ea3n ph\u1ea9m h\u1ecd mua tr\u00ean \u0111i\u1ec7n tho\u1ea1i tr\u01b0\u1edbc (Google, 2018).<\/li><li>M\u1ed9t ph\u1ea7n ba s\u1ed1 ng\u01b0\u1eddi d\u00f9ng \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng th\u00f4ng minh c\u1ee7a h\u1ecd l\u00e0m thi\u1ebft b\u1ecb ch\u00ednh \u0111\u1ec3 truy c\u1eadp \u0111\u1ebfn m\u1ea1ng Internet (HubSpot, 2016).<\/li><li>82% s\u1ed1 ng\u01b0\u1eddi d\u00f9ng di \u0111\u1ed9ng th\u00f4ng minh n\u00f3i r\u1eb1ng h\u1ecd tham kh\u1ea3o tr\u00ean \u0111i\u1ec7n tho\u1ea1i khi mua h\u00e0ng m\u00e0 h\u1ecd \u0111\u1ecbnh mua t\u1ea1i c\u1eeda h\u00e0ng (Google, 2016).<\/li><li>34% c\u00e1c cu\u1ed9c mua b\u00e1n l\u1ebb tr\u1ef1c tuy\u1ebfn gi\u1edd di\u1ec5n ra tr\u00ean c\u00e1c thi\u1ebft b\u1ecb di \u0111\u1ed9ng (Google, 2016).<\/li><li>Di \u0111\u1ed9ng gi\u1edd \u0111\u1ea1i bi\u1ec3u cho g\u1ea7n 7 trong 10 ph\u00fat truy\u1ec1n th\u00f4ng s\u1ed1, v\u00e0 ch\u1ec9 ri\u00eang c\u00e1c \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng th\u00f4ng minh \u0111\u00e3 chi\u1ebfm m\u1ed9t n\u1eeda to\u00e0n b\u1ed9 th\u1eddi gian s\u1ed1 \u0111\u00e3 b\u1ecf ra (AdWeek, 2017).<\/li><li>89% s\u1ed1 ng\u01b0\u1eddi tr\u00ean smartphones \u0111ang d\u00f9ng c\u00e1c \u1ee9ng d\u1ee5ng, trong khi \u0111\u00f3 ch\u1ec9 11% s\u1eed d\u1ee5ng c\u00e1c website ti\u00eau chu\u1ea9n (Disruptive Advertising, 2018).<\/li><li>57% trong to\u00e0n b\u1ed9 nh\u1eefng ng\u01b0\u1eddi d\u00f9ng di \u0111\u1ed9ng s\u1ebd kh\u00f4ng \u0111\u1ec1 xu\u1ea5t chuy\u1ec7n mua b\u00e1n n\u1ebfu website c\u1ee7a ng\u01b0\u1eddi b\u00e1n c\u00f3 thi\u1ebft k\u1ebf k\u00e9m hay kh\u00f4ng ph\u1ea3n h\u1ed3i (Sweor, 2017).<\/li><li>85% s\u1ed1 ng\u01b0\u1eddi tr\u01b0\u1edfng th\u00e0nh tu\u1ed5i t\u1eeb 18 \u0111\u1ebfn 49 d\u00f9ng nhi\u1ec1u thi\u1ebft b\u1ecb c\u00f9ng m\u1ed9t l\u00fac (Google, 2016).<\/li><li>C\u00e1c website tr\u00ean di \u0111\u1ed9ng m\u00e0 t\u1ea3i \u0111\u01b0\u1ee3c trong v\u00f2ng 5 gi\u00e2y tr\u1edf xu\u1ed1ng s\u1ebd c\u00f3 phi\u00ean xem trang l\u00e2u h\u01a1n 70% so v\u1edbi nh\u1eefng trang web c\u00f3 t\u1ed1c \u0111\u1ed9 t\u1ea3i ch\u1eadm h\u01a1n (Google, 2017).<\/li><li>C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb v\u00e0 qu\u1ea3ng c\u00e1o \u0111ang b\u1ecf 51% kinh ph\u00ed v\u00e0o qu\u1ea3ng c\u00e1o tr\u00ean di \u0111\u1ed9ng (TechCrunch, 2016).<\/li><li>Ch\u1ec9 39% c\u00e1c tr\u01b0\u1edfng ph\u00f2ng marketing n\u00f3i r\u1eb1ng h\u1ecd c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c c\u00e1c h\u00e0nh vi d\u00f9ng \u0111a thi\u1ebft b\u1ecb c\u1ee7a kh\u00e1ch h\u00e0ng (eMarketer, 2016).<\/li><li>90% th\u1eddi gian tr\u00ean di \u0111\u1ed9ng l\u00e0 \u0111\u01b0\u1ee3c d\u00e0nh cho c\u00e1c \u1ee9ng d\u1ee5ng (Yahoo, 2016).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Tr\u00ed th\u00f4ng minh nh\u00e2n t\u1ea1o (Artificial Intelligence\/AI)<\/h3>\n\n\n\n<ul><li>Ch\u1ec9 15% doanh nghi\u1ec7p \u0111ang d\u00f9ng AI cho \u0111\u1ebfn ng\u00e0y nay, nh\u01b0ng 31% \u0111\u01b0\u1ee3c cho l\u00e0 s\u1ebd th\u00eam n\u00f3 v\u00e0o ho\u1ea1t \u0111\u1ed9ng marketing n\u0103m t\u1edbi (Adobe, 2018).<\/li><li>PWC \u0111\u00e3 g\u1ecdi AI l\u00e0 m\u1ed9t trong t\u00e1m c\u00f4ng ngh\u1ec7 thi\u1ebft y\u1ebfu trong kinh doanh (Huff Post, 2017).<\/li><li>C\u00f3 1,652 nh\u00f3m kh\u1edfi nghi\u1ec7p v\u00e0 doanh nghi\u1ec7p t\u01b0 nh\u00e2n AI m\u00e0 n\u1eafm gi\u1eef h\u01a1n 12,24 t\u1ec9 \u0111\u00f4 v\u1ed1n (Venture Scanner, 2018).<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>C\u0103n c\u1ee9 tr\u00ean c\u00e1ch b\u1ea1n m\u00f4 t\u1ea3 \u0111\u1eb7c \u0111i\u1ec3m quan h\u1ec7 gi\u1eefa marketing v\u00e0 b\u00e1n h\u00e0ng c\u1ee7a c\u00f4ng ty b\u1ea1n, b\u1ea1n c\u00f3 c\u1ea3m th\u1ea5y r\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a m\u00ecnh c\u00f3 hi\u1ec7u qu\u1ea3 kh\u00f4ng?<\/strong>\n<p>&nbsp;<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12291\" src=\"https:\/\/kiencang.net\/wp-content\/uploads\/2019\/04\/khong-hieu.png\" alt=\"hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing\" width=\"1000\" height=\"500\" srcset=\"https:\/\/kiencang.net\/wp-content\/uploads\/2019\/04\/khong-hieu.png 1000w, https:\/\/kiencang.net\/wp-content\/uploads\/2019\/04\/khong-hieu-300x150.png 300w, https:\/\/kiencang.net\/wp-content\/uploads\/2019\/04\/khong-hieu-768x384.png 768w, https:\/\/kiencang.net\/wp-content\/uploads\/2019\/04\/khong-hieu-585x293.png 585w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure><p><\/p>\n<\/td><\/tr><tr><td>\u0110\u1ed3ng tr\u1ee5c s\u00e1t sao (SLA\/Th\u1ecfa thu\u1eadn m\u1ee9c \u0111\u1ed9 dich v\u1ee5 b\u00e1n h\u00e0ng v\u00e0 ti\u1ebfp th\u1ecb); nh\u00ecn chung \u0111\u1ed3ng tr\u1ee5c; hi\u1ebfm khi \u0111\u1ed3ng tr\u1ee5c, kh\u00f4ng \u0111\u1ed3ng tr\u1ee5c<\/td><\/tr><tr><td>\u201cM\u00e0u \u0111\u1ecf: Chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a ch\u00fang ta c\u00f3 hi\u1ec7u qu\u1ea3\u201d; \u201cM\u00e0u cam: Chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a ch\u00fang ta kh\u00f4ng hi\u1ec7u qu\u1ea3.\u201d<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"9_Thong_ke_ve_ban_hang\"><\/span><span style=\"background-color: #ffff00;\">9. Th\u1ed1ng k\u00ea v\u1ec1 b\u00e1n h\u00e0ng<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-center\">T\u00ecm hi\u1ec3u c\u00e1ch nh\u00e2n vi\u00ean kinh doanh c\u00f3 th\u1ec3 gia t\u0103ng hi\u1ec7u su\u1ea5t c\u1ee7a h\u1ecd th\u00f4ng qua b\u00e1n h\u00e0ng ki\u1ec3u inbound.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>CRM (Qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng)<\/strong><\/h3>\n\n\n\n<ul><li>18% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh kh\u00f4ng bi\u1ebft CRM l\u00e0 g\u00ec (HubSpot, 2017).<\/li><li>23% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh n\u00f3i r\u1eb1ng vi\u1ec7c nh\u1eadp d\u1eef li\u1ec7u b\u1eb1ng tay (manual data entry) l\u00e0 th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t khi s\u1eed d\u1ee5ng CRM hi\u1ec7n c\u00f3 c\u1ee7a h\u1ecd (HubSpot, 2017).<\/li><li>17% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh cho bi\u1ebft thi\u1ebfu h\u1ee5t s\u1ef1 t\u00edch h\u1ee3p v\u1edbi c\u00e1c c\u00f4ng c\u1ee5 kh\u00e1c l\u00e0 th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t khi h\u1ecd d\u00f9ng CRM hi\u1ec7n c\u00f3 (HubSpot, 2017).<\/li><li>40% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh v\u1eabn d\u00f9ng c\u00e1c bi\u1ec7n ph\u00e1p kh\u00f4ng ch\u00ednh th\u1ee9c nh\u01b0 l\u00e0 Microsoft Excel hay Outlook \u0111\u1ec3 l\u01b0u d\u1eef li\u1ec7u v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng (HubSpot, 2016).<\/li><li>27% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh \u0111ang ti\u00eau t\u1ed1n m\u1ed9t ti\u1ebfng \u0111\u1ed3ng h\u1ed3 tr\u1edf l\u00ean cho vi\u1ec7c nh\u1eadp d\u1eef li\u1ec7u m\u1ed7i ng\u00e0y (HubSpot, 2018).<\/li><li>C\u00e1c c\u00f4ng c\u1ee5 b\u00e1n h\u00e0ng ph\u1ed5 bi\u1ebfn nh\u1ea5t bao g\u1ed3m CRM, th\u0103m d\u00f2 x\u00e3 h\u1ed9i (social prospecting), d\u1ecbch v\u1ee5 d\u1eef li\u1ec7u v\u00e0 danh s\u00e1ch, g\u1eafn k\u1ebft th\u01b0 \u0111i\u1ec7n t\u1eed, \u0111i\u1ec7n tho\u1ea1i v\u00e0 theo d\u00f5i ti\u1ebfn \u0111\u1ed9 kinh doanh\/sales cadence (HubSpot, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Doanh s\u1ed1 (Sales)<\/strong><\/h3>\n\n\n\n<ul><li>75% s\u1ed1 c\u00f4ng ty cho bi\u1ebft vi\u1ec7c ch\u1ed1t \u0111\u01b0\u1ee3c nhi\u1ec1u \u0111\u01a1n h\u00e0ng h\u01a1n l\u00e0 \u01b0u ti\u00ean b\u00e1n h\u00e0ng h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u1ecd (HubSpot, 2018).<\/li><li>Th\u0103m d\u00f2 kh\u1ea3o s\u00e1t l\u00e0 ph\u1ea7n kh\u00f3 nh\u1ea5t trong qu\u00e1 tr\u00ecnh b\u00e1n h\u00e0ng \u0111\u1ed1i v\u1edbi nh\u00e2n vi\u00ean kinh doanh (HubSpot, 2018).<\/li><li>58% s\u1ed1 ng\u01b0\u1eddi mua mu\u1ed1n b\u00e0n chuy\u1ec7n gi\u00e1 c\u1ea3 trong cu\u1ed9c g\u1ecdi mua b\u00e1n h\u00e0ng th\u1ee9 nh\u1ea5t, trong khi 65% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh mu\u1ed1n duy tr\u00ec cu\u1ed9c h\u1ed9i tho\u1ea1i theo c\u00e1c m\u1ee5c ti\u00eau\/conversation on goals (HubSpot, 2016).<\/li><li>57% nh\u00e2n vi\u00ean kinh doanh tin r\u1eb1ng gi\u1edd ng\u01b0\u1eddi mua \u00edt ph\u1ee5 thu\u1ed9c h\u01a1n v\u00e0o nh\u00e2n vi\u00ean kinh doanh trong qu\u00e1 tr\u00ecnh mua h\u00e0ng (HubSpot, 2016).<\/li><li>Ch\u1ec9 29% s\u1ed1 ng\u01b0\u1eddi mu\u1ed1n n\u00f3i chuy\u1ec7n v\u1edbi m\u1ed9t nh\u00e2n vi\u00ean kinh doanh \u0111\u1ec3 bi\u1ebft th\u00eam v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m, trong khi \u0111\u00f3 62% s\u1ebd tham kh\u1ea3o t\u1eeb m\u1ed9t c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm (HubSpot, 2016).<\/li><li>40% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh n\u00f3i r\u1eb1ng ng\u00e0y c\u00e0ng kh\u00f3 m\u00e0 l\u1ea5y \u0111\u01b0\u1ee3c ph\u1ea3n h\u1ed3i t\u1eeb nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng (HubSpot, 2018).<\/li><li>37% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh c\u1ea3m th\u1ea5y kh\u00f3 kh\u0103n nh\u1ea5t \u1edf c\u00f4ng \u0111o\u1ea1n th\u0103m d\u00f2 kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng (HubSpot, 2017).<\/li><li>63% s\u1ed1 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u00f3 hi\u1ec3u bi\u1ebft m\u1ed9t ch\u00fat ho\u1eb7c ho\u00e0n to\u00e0n kh\u00f4ng bi\u1ebft g\u00ec v\u1ec1 m\u1ed9t c\u00f4ng ty tr\u01b0\u1edbc khi nh\u00e2n vi\u00ean kinh doanh li\u00ean l\u1ea1c l\u1ea7n \u0111\u1ea7u ti\u00ean (HubSpot, 2016).<\/li><li>30% nh\u00e2n vi\u00ean kinh doanh n\u00f3i r\u1eb1ng ng\u00e0y c\u00e0ng kh\u00f3 ch\u1ed1t \u0111\u01b0\u1ee3c \u0111\u01a1n h\u00e0ng h\u01a1n (HubSpot, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Th\u1ecfa thu\u1eadn m\u1ee9c \u0111\u1ed9 d\u1ecbch v\u1ee5 (Service Level Agreement\/SLA)<\/h3>\n\n\n\n<ul><li>Ch\u1ec9 26% s\u1ed1 ng\u01b0\u1eddi tham gia c\u00f3 SLA ch\u00ednh th\u1ee9c gi\u1eefa ti\u1ebfp th\u1ecb v\u00e0 b\u00e1n h\u00e0ng (HubSpot, 2018).<\/li><li>Ch\u1ec9 7% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh n\u00f3i r\u1eb1ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c t\u1eeb marketing c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng r\u1ea5t cao (HubSpot, 2018).<\/li><li>Ch\u1ec9 28% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh n\u00f3i r\u1eb1ng marketing l\u00e0 ngu\u1ed3n cung cao kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng t\u1ed1t nh\u1ea5t (HubSpot, 2018).<\/li><li>Nh\u1eefng doanh nghi\u1ec7p c\u00f3 SLA th\u00ec d\u1ec5 c\u00f3 hi\u1ec7u qu\u1ea3 h\u01a1n g\u1ea5p ba l\u1ea7n (HubSpot, 2017).<\/li><li>52% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb cho bi\u1ebft h\u1ecd cung c\u1ea5p cho nh\u00e2n vi\u00ean kinh doanh nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng cao nh\u1ea5t, trong khi \u0111\u00f3 nh\u00e2n vi\u00ean kinh doanh l\u1ea1i x\u1ebfp h\u1ea1ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng thu \u0111\u01b0\u1ee3c t\u1eeb marketing \u0111\u1ee9ng h\u1ea1ng ch\u00f3t (HubSpot, 2017).<\/li><li>85% s\u1ed1 nh\u00e0 ti\u1ebfp th\u1ecb c\u00f3 SLA cho r\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a h\u1ecd hi\u1ec7u qu\u1ea3 (HubSpot, 2018).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B\u00e1n h\u00e0ng x\u00e3 h\u1ed9i (Social selling)<\/strong><\/h3>\n\n\n\n<ul><li>28% s\u1ed1 c\u00f4ng ty \u0111ang \u01b0u ti\u00ean b\u00e1n h\u00e0ng x\u00e3 h\u1ed9i (HubSpot, 2018).<\/li><li>65% s\u1ed1 nh\u00e2n vi\u00ean kinh doanh m\u00e0 d\u00f9ng k\u1ef9 thu\u1eadt b\u00e1n h\u00e0ng x\u00e3 h\u1ed9i th\u00ec nghi\u00ean c\u1ee9u \u0111\u01b0\u1ee3c ti\u1ec1m n\u0103ng kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd, so v\u1edbi 47% nh\u1eefng nh\u00e2n vi\u00ean kinh doanh kh\u00f4ng d\u00f9ng (HubSpot, 2018).<\/li><li>B\u1ed1n trong m\u01b0\u1eddi nh\u00e2n vi\u00ean kinh doanh g\u1ea7n \u0111\u00e2y \u0111\u00e3 ch\u1ed1t hai \u0111\u1ebfn n\u0103m v\u1ee5 mua b\u00e1n nh\u1edd c\u00f3 truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (HubSpot, 2018).<\/li><li>M\u1ed9t n\u1eeda doanh thu ch\u1ecbu \u1ea3nh h\u01b0\u1edfng c\u1ee7a b\u00e1n h\u00e0ng x\u00e3 h\u1ed9i trong 14 ng\u00e0nh c\u00f4ng nghi\u1ec7p ch\u00ednh, bao g\u1ed3m ph\u1ea7n m\u1ec1m m\u00e1y t\u00ednh, y t\u1ebf v\u00e0 ti\u1ebfp th\u1ecb c\u00f9ng v\u1edbi qu\u1ea3ng c\u00e1o (HubSpot, 2018).<\/li><li>D\u00f9ng c\u00e1c c\u00f4ng c\u1ee5 b\u00e1n h\u00e0ng x\u00e3 h\u1ed9i c\u00f3 th\u1ec3 t\u0103ng t\u1ec9 l\u1ec7 b\u00e1n h\u00e0ng th\u00e0nh c\u00f4ng v\u00e0 t\u0103ng quy m\u00f4 v\u1ee5 mua b\u00e1n l\u00ean l\u1ea7n l\u01b0\u1ee3t 5% v\u00e0 35% (HubSpot, 2018).<\/li><\/ul>\n\n\n\n<p><em>(D\u1ecbch t\u1eeb b\u00e0i vi\u1ebft The Ultimate list of Marketing Statistics for 2018 c\u1ee7a HubSpot, ng\u01b0\u1eddi d\u1ecbch Tr\u1ea7n Tuy\u1ebft Lan, c\u1ed9ng t\u00e1c vi\u00ean d\u1ecbch thu\u1eadt t\u1ea1i Ki\u1ebfn c\u00e0ng)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>B\u00e0i vi\u1ebft n\u00e0y l\u00e0 t\u1eadp h\u1ee3p c\u00e1c th\u1ed1ng k\u00ea v\u1ec1 nhi\u1ec1u kh\u00eda c\u1ea1nh kh\u00e1c nhau c\u1ee7a marketing, \u0111\u1eb7c bi\u1ec7t l\u00e0 marketing online. N\u00f3 \u1edf d\u1ea1ng danh s\u00e1ch, ng\u1eafn g\u1ecdn v\u00e0 d\u1ec5 \u0111\u1ecdc. D\u1ea5u ngo\u1eb7c \u0111\u01a1n b\u00ean c\u1ea1nh m\u1ed7i th\u1ed1ng k\u00ea l\u00e0 ch\u1ec9 ngu\u1ed3n c\u1ee7a d\u1eef li\u1ec7u. 1. Th\u1ed1ng k\u00ea v\u1ec1 t\u1ed1i \u01b0u h\u00f3a c\u00f4ng c\u1ee5 &hellip;<\/p>\n","protected":false},"author":1,"featured_media":12284,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[104],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>C\u00e1c th\u1ed1ng k\u00ea to\u00e0n di\u1ec7n v\u1ec1 Marketing n\u0103m 2018 &#8226; Ki\u1ebfn c\u00e0ng<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kiencang.net\/thong-ke-toan-dien-ve-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00e1c th\u1ed1ng k\u00ea to\u00e0n di\u1ec7n v\u1ec1 Marketing n\u0103m 2018 &#8226; Ki\u1ebfn c\u00e0ng\" \/>\n<meta property=\"og:description\" content=\"B\u00e0i vi\u1ebft n\u00e0y l\u00e0 t\u1eadp h\u1ee3p c\u00e1c th\u1ed1ng k\u00ea v\u1ec1 nhi\u1ec1u kh\u00eda c\u1ea1nh kh\u00e1c nhau c\u1ee7a marketing, \u0111\u1eb7c bi\u1ec7t l\u00e0 marketing online. 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