{"id":12384,"date":"2021-05-27T06:27:00","date_gmt":"2021-05-26T23:27:00","guid":{"rendered":"https:\/\/kiencang.net\/?p=12384"},"modified":"2023-07-23T18:33:22","modified_gmt":"2023-07-23T11:33:22","slug":"huong-dan-can-ban-ve-nhan-thuc-thuong-hieu","status":"publish","type":"post","link":"https:\/\/kiencang.net\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/","title":{"rendered":"H\u01b0\u1edbng d\u1eabn c\u0103n b\u1ea3n v\u1ec1 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u (Brand Awareness)"},"content":{"rendered":"\n<p><em>T\u00ecm hi\u1ec3u c\u00e1ch n\u00e2ng cao nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u (brand awareness) c\u1ee7a b\u1ea1n v\u00e0 t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c \u0111\u1ebfn c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a b\u1ea1n, c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng (customer perception) v\u00e0 c\u1ea3 doanh thu.<\/em><\/p>\n\n\n\n<p>B\u1ea1n \u0111\u00e3 t\u1eebng nghe m\u1ecdi ng\u01b0\u1eddi g\u1ecdi b\u1ea3n th\u00e2n h\u1ecd l\u00e0 \u201ct\u00edn \u0111\u1ed3 Apple\u201d, \u201ct\u00edn \u0111\u1ed3 Nike\u201d, hay \u201ct\u00edn \u0111\u1ed3 c\u1ee7a Trader Joe\u201d ch\u01b0a?<\/p>\n\n\n\n<p>\u0110\u00e2y ch\u00ednh l\u00e0 t\u00e1c d\u1ee5ng c\u1ee7a nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i v\u1edbi m\u1ed9t nh\u00e3n hi\u1ec7u: khi\u1ebfn b\u1ea3n th\u00e2n n\u00f3 \u0103n s\u00e2u b\u00e9n r\u1ec5 in d\u1ea5u v\u00e0o trong sinh ho\u1ea1t v\u00e0 th\u00f3i quen mua s\u1eafm c\u1ee7a m\u1ecdi ng\u01b0\u1eddi \u0111\u1ebfn m\u1ee9c ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng c\u1ea7n ph\u1ea3i ngh\u0129 \u0111\u1ebfn l\u1ea7n th\u1ee9 hai tr\u01b0\u1edbc khi tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng, h\u1ebft l\u1ea7n n\u00e0y \u0111\u1ebfn l\u1ea7n kh\u00e1c.<\/p>\n\n\n\n<p>B\u00e0i h\u01b0\u1edbng d\u1eabn n\u00e0y s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u, t\u1ea1o d\u1ef1ng n\u00f3 trong nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 t\u1ea1o l\u1eadp nh\u1eefng chi\u1ebfn d\u1ecbch m\u00e0 li\u00ean t\u1ee5c gia t\u0103ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 bi\u1ebfn \u0111\u1ed5i l\u1ef1a theo doanh nghi\u1ec7p c\u1ee7a b\u1ea1n. B\u1eaft \u0111\u1ea7u th\u00f4i n\u00e0o.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\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-6577d7424703d\" ><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-6577d7424703d\"  type=\"checkbox\" id=\"item-6577d7424703d\"><\/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\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Nhan_thuc_thuong_hieu_la_gi\" title=\"Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?\">Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/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\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Nhan_thuc_thuong_hieu_boi_duong_uy_tin\" title=\"Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u b\u1ed3i d\u01b0\u1ee1ng uy t\u00edn\">Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u b\u1ed3i d\u01b0\u1ee1ng uy t\u00edn<\/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\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Nhan_thuc_thuong_hieu_tao_ra_lien_tuong\" title=\"Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra li\u00ean t\u01b0\u1edfng\">Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra li\u00ean t\u01b0\u1edfng<\/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\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Nhan_thuc_thuong_hieu_gay_dung_tai_san_thuong_hieu\" title=\"Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u g\u00e2y d\u1ef1ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u\">Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u g\u00e2y d\u1ef1ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<\/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\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Cach_de_gay_dung_nhan_thuc_thuong_hieu\" title=\"C\u00e1ch \u0111\u1ec3 g\u00e2y d\u1ef1ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u\">C\u00e1ch \u0111\u1ec3 g\u00e2y d\u1ef1ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u<\/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\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Hay_la_mot_con_nguoi_chu_khong_phai_mot_cong_ty\" title=\"H\u00e3y l\u00e0 m\u1ed9t con ng\u01b0\u1eddi ch\u1ee9 kh\u00f4ng ph\u1ea3i m\u1ed9t c\u00f4ng ty\">H\u00e3y l\u00e0 m\u1ed9t con ng\u01b0\u1eddi ch\u1ee9 kh\u00f4ng ph\u1ea3i m\u1ed9t c\u00f4ng ty<\/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\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Xa_hoi_hoa\" title=\"X\u00e3 h\u1ed9i h\u00f3a\">X\u00e3 h\u1ed9i h\u00f3a<\/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\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Ke_mot_cau_chuyen\" title=\"K\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n\">K\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n<\/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\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Khien_viec_chia_se_tro_nen_de_dang\" title=\"Khi\u1ebfn vi\u1ec7c chia s\u1ebb tr\u1edf n\u00ean d\u1ec5 d\u00e0ng\">Khi\u1ebfn vi\u1ec7c chia s\u1ebb tr\u1edf n\u00ean d\u1ec5 d\u00e0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/kiencang.net\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Nhan_thuc_thuong_hieu_la_ve_tam_anh_huong\" title=\"Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 v\u1ec1 t\u1ea7m \u1ea3nh h\u01b0\u1edfng.\">Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 v\u1ec1 t\u1ea7m \u1ea3nh h\u01b0\u1edfng.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/kiencang.net\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Cach_gia_tang_nhan_thuc_thuong_hieu\" title=\"C\u00e1ch gia t\u0103ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u\">C\u00e1ch gia t\u0103ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/kiencang.net\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Cach_do_kiem_nhan_thuc_thuong_hieu\" title=\"C\u00e1ch \u0111o ki\u1ec3m nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u\">C\u00e1ch \u0111o ki\u1ec3m nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/kiencang.net\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/#Den_luot_ban\" title=\"\u0110\u1ebfn l\u01b0\u1ee3t b\u1ea1n\">\u0110\u1ebfn l\u01b0\u1ee3t b\u1ea1n<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nhan_thuc_thuong_hieu_la_gi\"><\/span>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1i bi\u1ec3u cho m\u1ee9c \u0111\u1ed9 quen thu\u1ed9c gi\u1eefa kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n v\u1edbi nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 m\u1ee9c \u0111\u1ed9 nh\u1eadn th\u1ee9c r\u00f5 r\u00e0ng c\u1ee7a h\u1ecd. Nh\u1eefng nh\u00e3n hi\u1ec7u c\u00f3 \u0111\u1ed9 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u cao th\u01b0\u1eddng \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 \u201ctrending,\u201d (\u0111ang t\u1ea1o xu h\u01b0\u1edbng) \u201cbuzzworthy\u201d (c\u00f3 kh\u1ea3 n\u0103ng kh\u01a1i d\u1eady s\u1ef1 ch\u00fa \u00fd v\u00e0 b\u00e0n t\u00e1n c\u1ee7a c\u00f4ng ch\u00fang th\u00f4ng qua ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng hay truy\u1ec1n mi\u1ec7ng), hay \u0111\u01a1n gi\u1ea3n l\u00e0 \u201cpopular\u201d(n\u1ed5i ti\u1ebfng). <\/p>\n\n\n\n<p>Vi\u1ec7c t\u1ea1o d\u1ef1ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb khi marketing v\u00e0 qu\u1ea3ng b\u00e1 c\u00f4ng ty c\u00f9ng s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n \u0111\u1ebfn v\u1edbi kh\u00e1ch h\u00e0ng, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong nh\u1eefng giai \u0111o\u1ea1n ban \u0111\u1ea7u c\u1ee7a doanh nghi\u1ec7p.<\/p>\n\n\n\n<p>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 v\u1ebb nh\u01b0 l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m m\u01a1 h\u1ed3 v\u00e0 th\u1ef1c t\u1ebf th\u00ec \u0111\u00fang nh\u01b0 v\u1eady. V\u1edbi nh\u1eefng nh\u00e0 marketer v\u00e0 ch\u1ee7 doanh nghi\u1ec7p ngo\u00e0i kia m\u00e0 mu\u1ed1n \u0111o ki\u1ec3m th\u00e0nh c\u00f4ng b\u1eb1ng nh\u1eefng con s\u1ed1 r\u00f5 r\u00e0ng r\u00e0nh m\u1ea1ch, th\u00ec nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u d\u1ec5 s\u1ebd l\u00e0m b\u1ea1n x\u00f9 l\u00f4ng l\u00ean \u0111\u1ea5y.<\/p>\n\n\n\n<p>Th\u1ebf nh\u01b0ng ch\u1ec9 v\u00ec n\u00f3 kh\u00f4ng ph\u1ea3i l\u00e0 chu\u1ea9n \u0111o m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 ho\u00e0n to\u00e0n x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 n\u00f3 kh\u00f4ng ch\u1ee9a \u0111\u1ef1ng gi\u00e1 tr\u1ecb. Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ef1c k\u1ef3 quan tr\u1ecdng v\u1edbi th\u00e0nh c\u00f4ng v\u00e0 m\u1ee5c ti\u00eau marketing t\u1ed5ng th\u1ec3 (overall marketing goals) c\u1ee7a doanh nghi\u1ec7p. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng nguy\u00ean nh\u00e2n gi\u1ea3i th\u00edch t\u1ea1i sao nh\u01b0 v\u1eady.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nhan_thuc_thuong_hieu_boi_duong_uy_tin\"><\/span>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u b\u1ed3i d\u01b0\u1ee1ng uy t\u00edn<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Trong m\u1ed9t th\u1ebf gi\u1edbi m\u00e0 ng\u01b0\u1eddi d\u00f9ng d\u1ef1a v\u00e0o kh\u1ea3o s\u00e1t chuy\u00ean s\u00e2u v\u00e0 \u00fd ki\u1ebfn c\u1ee7a ng\u01b0\u1eddi kh\u00e1c tr\u01b0\u1edbc khi l\u00e0m m\u1ed9t cu\u1ed9c mua b\u00e1n \u0111\u01a1n gi\u1ea3n, th\u00ec uy t\u00edn c\u1ee7a nh\u00e3n hi\u1ec7u l\u00e0 t\u1ea5t c\u1ea3. <\/p>\n\n\n\n<p>M\u1ed9t khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng g\u1eafn b\u00f3 v\u1edbi nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n, h\u1ecd c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng s\u1ebd tr\u1edf th\u00e0nh kh\u00e1ch quen m\u00e0 kh\u00f4ng h\u1ec1 ho\u1eb7c \u00edt khi \u0111\u1eafn \u0111o tr\u01b0\u1edbc khi mua \u2013m\u00e0 sau \u0111\u00f3 s\u1ebd l\u00e0m c\u1ea7u n\u1ed1i thu h\u1eb9p kho\u1ea3ng c\u00e1ch gi\u1eefa uy t\u00edn nh\u00e3n hi\u1ec7u v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<p>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o n\u00ean uy t\u00edn cho nh\u00e3n hi\u1ec7u \u0111\u00f3. Khi b\u1ea1n kho\u00e1c l\u00ean m\u1ed9t g\u01b0\u01a1ng m\u1eb7t ai c\u0169ng bi\u1ebft cho t\u00ean nh\u00e3n hi\u1ec7u c\u1ee7a m\u00ecnh th\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng tin t\u01b0\u1edfng nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n h\u01a1n. <\/p>\n\n\n\n<p>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u \u0111em \u0111\u1ebfn c\u00e1 t\u00ednh v\u00e0 c\u1ed5ng truy\u1ec1n th\u00f4ng bi\u1ec3u \u0111\u1ea1t ch\u00e2n th\u1eadt cho nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n, thu v\u1ec1 ph\u1ea3n h\u1ed3i v\u00e0 k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n. \u0110\u00e2y l\u00e0 to\u00e0n b\u1ed9 nh\u1eefng qu\u00e1 tr\u00ecnh m\u00e0 ch\u00fang ta, con ng\u01b0\u1eddi, t\u1ea1o d\u1ef1ng l\u00f2ng tin v\u1edbi nhau. Quan h\u1ec7 con ng\u01b0\u1eddi\/nh\u00e3n hi\u1ec7u c\u0169ng kh\u00f4ng kh\u00e1c g\u00ec.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nhan_thuc_thuong_hieu_tao_ra_lien_tuong\"><\/span>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra li\u00ean t\u01b0\u1edfng<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Khi b\u1ea1n b\u1ecb gi\u1ea5y c\u1eaft v\u00e0o tay, t\u00f4i c\u00e1 b\u1ea1n s\u1ebd d\u00e1n b\u0103ng che v\u1ebft th\u01b0\u01a1ng Band-Aid. Khi b\u1ea1n c\u00f3 c\u00e2u h\u1ecfi c\u1ea5p thi\u1ebft t\u00f4i ch\u1eafc ch\u1eafn l\u00e0 b\u1ea1n s\u1ebd tra Google. Khi b\u1ea1n c\u1ea7n ph\u00f4 t\u00f4 t\u00e0i li\u1ec7u, t\u00f4i \u0111o\u00e1n l\u00e0 b\u1ea1n d\u00f9ng m\u00e1y photocopy Xerox. V\u00e0 khi b\u1ea1n g\u00f3i gh\u00e9m chu\u1ea9n b\u1ecb cho chuy\u1ebfn d\u00e3 ngo\u1ea1i th\u00fa v\u1ecb, t\u00f4i s\u1eb5n l\u00f2ng c\u00e1 r\u1eb1ng b\u1ea1n \u0111\u00e3 v\u1edb l\u1ea5y m\u1ed9t lon Cocacola mang theo \u0111\u1ec3 u\u1ed1ng.<\/p>\n\n\n\n<p>T\u00f4i n\u00f3i \u0111\u00fang ch\u1ee9? Ch\u1eafc l\u00e0 h\u1ea7u h\u1ebft \u0111\u00fang. Nh\u01b0ng \u2026 h\u00e3y ch\u00fa \u00fd m\u1ed9t s\u1ed1 t\u1eeb \u0111\u01b0\u1ee3c vi\u1ebft hoa \u1edf tr\u00ean. \u0110\u00e2y l\u00e0 nh\u1eefng nh\u00e3n hi\u1ec7u ch\u1ee9 kh\u00f4ng ph\u1ea3i danh t\u1eeb hay \u0111\u1ed9ng t\u1eeb.<\/p>\n\n\n\n<p>N\u00f3i theo nh\u1eefng thu\u1eadt ng\u1eef <em>phi nh\u00e3n hi\u1ec7u<\/em>\/<em>brand-less<\/em>, th\u00ec Band-Aid n\u00ean l\u00e0 b\u0103ng d\u00e1n v\u1ebft th\u01b0\u01a1ng, Google, l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm, v\u00e0 Xerox l\u00e0 m\u1ed9t m\u00e1y photocopy. Nh\u01b0ng nh\u1eafc \u0111\u1ebfn ch\u00ednh nh\u00e3n hi\u1ec7u th\u00ec s\u1ebd hay h\u01a1n, k\u1ec3 c\u1ea3 n\u1ebfu ch\u00fang ta s\u1ebd kh\u00f4ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m <em>c\u1ee5 th\u1ec3 <\/em>c\u1ee7a h\u1ecd.<\/p>\n\n\n\n<p>\u0110\u00f3 ch\u00ednh l\u00e0 n\u1ed9i dung c\u1ee7a nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u. N\u00f3 li\u00ean k\u1ebft h\u00e0nh \u0111\u1ed9ng v\u00e0 s\u1ea3n ph\u1ea9m v\u1edbi nh\u1eefng nh\u00e3n hi\u1ec7u c\u1ee5 th\u1ec3, v\u00f4 th\u1ee9c khuy\u1ebfn kh\u00edch ch\u00fang ta thay th\u1ebf nh\u1eefng t\u1eeb ph\u1ed5 th\u00f4ng b\u1eb1ng c\u00e1c thu\u1eadt ng\u1eef nh\u00e3n hi\u1ec7u. V\u00e0 tr\u01b0\u1edbc khi b\u1ea1n nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3 th\u00ec nh\u1eefng v\u1ebft \u0111\u1ee9t tay do gi\u1ea5y hay c\u00e1c chuy\u1ebfn d\u00e3 ngo\u1ea1i \u0111\u00e3 \u0111ang l\u00e0m marketing cho ch\u00fang ta r\u1ed3i.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nhan_thuc_thuong_hieu_gay_dung_tai_san_thuong_hieu\"><\/span>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u g\u00e2y d\u1ef1ng t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u m\u00f4 t\u1ea3 gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, m\u00e0 \u0111\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh b\u1edfi tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 nh\u00e3n hi\u1ec7u c\u0169ng nh\u01b0 l\u00e0 c\u1ea3m nh\u1eadn chung (overall perception) v\u1ec1 nh\u00e3n hi\u1ec7u. Nh\u1eefng tr\u1ea3i nghi\u1ec7m v\u00e0 c\u1ea3m nh\u1eadn t\u00edch c\u1ef1c t\u01b0\u01a1ng \u1ee9ng v\u1edbi t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u t\u00edch c\u1ef1c v\u00e0 c\u0169ng t\u01b0\u01a1ng t\u1ef1 nh\u01b0 v\u1edbi tr\u01b0\u1eddng h\u1ee3p c\u1ea3m nh\u1eadn ti\u00eau c\u1ef1c v\u1ec1 nh\u00e3n hi\u1ec7u.<\/p>\n\n\n\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t v\u00e0i gi\u00e1 tr\u1ecb \u0111\u1ebfn t\u1eeb t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u t\u00edch c\u1ef1c:<\/p>\n\n\n\n<ul>\n<li>Gi\u00e1 cao h\u01a1n nh\u1edd gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn (perceived value) cao h\u01a1n<\/li>\n\n\n\n<li>Gi\u00e1 c\u1ed5 phi\u1ebfu cao h\u01a1n<\/li>\n\n\n\n<li>Kh\u1ea3 n\u0103ng ph\u00e1t tri\u1ec3n kinh doanh th\u00f4ng qua m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5<\/li>\n\n\n\n<li>\u1ea2nh h\u01b0\u1edfng x\u00e3 h\u1ed9i l\u1edbn h\u01a1n nh\u1edd gi\u00e1 tr\u1ecb t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<\/ul>\n\n\n\n<p>L\u00e0m c\u00e1ch n\u00e0o m\u00e0 m\u1ed9t nh\u00e3n hi\u1ec7u g\u00e2y d\u1ef1ng (v\u00e0 gia t\u0103ng) \u0111\u01b0\u1ee3c t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u? Th\u00f4ng qua t\u1ea1o d\u1ef1ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 nh\u1ea5t qu\u00e1n th\u00fac \u0111\u1ea9y gia t\u0103ng c\u00e1c tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c v\u1edbi nh\u00e3n hi\u1ec7u. Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u0103n c\u01a1 n\u1ec1n t\u1ea3ng c\u1ee7a t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<p>Sau khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c m\u1ed9t nh\u00e3n hi\u1ec7u th\u00ec h\u1ecd b\u1eaft \u0111\u1ea7u nh\u1eadn ra n\u00f3 m\u00e0 kh\u00f4ng c\u1ea7n c\u00f3 tr\u1ee3 gi\u00fap, t\u00ecm ra n\u00f3 \u0111\u1ec3 mua h\u00e0ng, b\u1eaft \u0111\u1ea7u \u01b0u \u00e1i n\u00f3 h\u01a1n c\u00e1c nh\u00e3n hi\u1ec7u t\u01b0\u01a1ng t\u1ef1 kh\u00e1c, v\u00e0 t\u1ea1o n\u00ean l\u00f2ng trung th\u00e0nh m\u00e0 kh\u00f4ng ch\u1ec9 khuy\u1ebfn kh\u00edch th\u00f4i th\u00fac h\u1ecd mua ti\u1ebfp m\u00e0 c\u00f2n truy\u1ec1n c\u1ea3m h\u1ee9ng gi\u1edbi thi\u1ec7u cho b\u1ea1n b\u00e8 v\u00e0 gia \u0111\u00ecnh.<\/p>\n\n\n\n<p>C\u00e1c b\u1ea1n c\u1ee7a t\u00f4i \u01a1i, \u0111\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i quan tr\u1ecdng \u0111\u1ebfn th\u1ebf \u0111\u1ea5y. N\u00f3 t\u1ea1o d\u1ef1ng l\u00f2ng tin uy t\u00edn v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n, t\u1ea1o l\u1eadp nh\u1eefng m\u1ed1i li\u00ean t\u01b0\u1edfng t\u00edch c\u1ef1c v\u00e0 t\u1ea1o n\u00ean t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u v\u00f4 c\u00f9ng gi\u00e1 tr\u1ecb m\u00e0 cho ph\u00e9p nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n tr\u1edf th\u00e0nh m\u1ed9t c\u00e1i t\u00ean ng\u01b0\u1eddi ng\u01b0\u1eddi \u0111\u1ec1u bi\u1ebft v\u00e0 nhu y\u1ebfu ph\u1ea9m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cach_de_gay_dung_nhan_thuc_thuong_hieu\"><\/span>C\u00e1ch \u0111\u1ec3 g\u00e2y d\u1ef1ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Vi\u1ec7c g\u00e2y d\u1ef1ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u trong kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n v\u00e0 \u0111\u1ea1i ch\u00fang kh\u00f4ng ph\u1ea3i chuy\u1ec7n m\u1ed9t s\u1edbm m\u1ed9t chi\u1ec1u. C\u0169ng ch\u1eb3ng l\u00e0m \u0111\u01b0\u1ee3c chuy\u1ec7n n\u00e0y t\u1eeb m\u1ed9t qu\u1ea3ng c\u00e1o hay chi\u1ebfn d\u1ecbch marketing \u0111\u01a1n gi\u1ea3n.<\/p>\n\n\n\n<p>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng \u0111\u1ed3ng th\u1eddi m\u00e0 c\u00f2n h\u01a1n c\u1ea3 vi\u1ec7c c\u1ed1 g\u1eafng thu h\u00fat \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng tr\u1ea3 ti\u1ec1n cho s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n.<\/p>\n\n\n\n<p>N\u1ebfu b\u1ea1n k\u1ef3 v\u1ecdng t\u0103ng nh\u1eadn th\u1ee9c nh\u00e3n hi\u1ec7u c\u1ee7a m\u00ecnh th\u00f4ng qua vi\u1ec7c ch\u1ea1y v\u00e0i qu\u1ea3ng c\u00e1o s\u1ea3n ph\u1ea9m tr\u00ean Facebook, th\u00ec b\u1ea1n s\u1ebd ch\u1eb3ng ti\u1ebfn \u0111\u01b0\u1ee3c xa l\u1eafm \u0111\u00e2u. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng nh\u1eefng s\u1ebd ch\u1ec9 ch\u00fa tr\u1ecdng v\u00e0o s\u1ea3n ph\u1ea9m (kh\u00f4ng ph\u1ea3i th\u01b0\u01a1ng hi\u1ec7u) m\u00e0 qu\u1ea3ng c\u00e1o \u0111\u00f3 c\u0169ng s\u1ebd thi\u1ebfu \u1ea3nh h\u01b0\u1edfng kh\u00f4ng h\u01a1n g\u00ec m\u1ed9t cu\u1ed9c mua b\u00e1n \u0111\u01a1n thu\u1ea7n.<\/p>\n\n\n\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 c\u00e1ch \u0111\u1ec3 t\u1ea1o l\u1eadp nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u v\u1eefng ch\u1eafc v\u00e0 g\u00e2y \u1ea3nh h\u01b0\u1edfng d\u00e0i l\u00e2u \u0111\u1ebfn kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n:<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Hay_la_mot_con_nguoi_chu_khong_phai_mot_cong_ty\"><\/span>H\u00e3y l\u00e0 m\u1ed9t con ng\u01b0\u1eddi ch\u1ee9 kh\u00f4ng ph\u1ea3i m\u1ed9t c\u00f4ng ty<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Khi b\u1ea1n l\u00e0m quen v\u1edbi m\u1ed9t ng\u01b0\u1eddi b\u1ea1n m\u1edbi, b\u1ea1n mu\u1ed1n kh\u00e1m ph\u00e1 \u0111i\u1ec1u g\u00ec \u1edf h\u1ecd? T\u00f4i mu\u1ed1n bi\u1ebft v\u1ec1 m\u1ed1i quan t\u00e2m, \u0111am m\u00ea, s\u1edf th\u00edch v\u00e0 s\u1edf gh\u00e9t c\u00f9ng nhi\u1ec1u \u0111i\u1ec1u kh\u00e1c \u1edf h\u1ecd. T\u00f4i mu\u1ed1n \u0111\u1ec3 \u00fd c\u00e1ch h\u1ecd n\u00f3i, chuy\u1ec7n h\u1ecd th\u00edch t\u00e1m v\u00e0 nh\u1eefng th\u1ee9 khi\u1ebfn h\u1ecd h\u00e0o h\u1ee9ng.<\/p>\n\n\n\n<p>\u0110\u00e2y ch\u00ednh l\u00e0 nh\u1eefng \u0111\u1eb7c t\u00ednh m\u00e0 nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n n\u00ean x\u00e1c \u0111\u1ecbnh v\u00e0 t\u1ef1 qu\u1ea3ng b\u00e1 v\u1ec1 ch\u00fang. \u0110\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u01b0\u1ee3c \u0111\u1ebfn kh\u00e1ch h\u00e0ng, b\u1ea1n ph\u1ea3i \u0111\u1ecbnh ngh\u0129a b\u1ea3n th\u00e2n v\u01b0\u1ee3t ra ngo\u00e0i m\u1ed9t c\u00f4ng ty ch\u1ec9 b\u00e1n <em>h\u00e0ng. <\/em>B\u1ea1n s\u1ebd \u0111\u1ecbnh ngh\u0129a b\u1ea3n th\u00e2n theo c\u00e1ch kh\u00e1c nh\u01b0 th\u1ebf n\u00e0o? B\u1ea1n s\u1ebd d\u00f9ng nh\u1eefng t\u1eeb n\u00e0o n\u1ebfu ph\u1ea3i gi\u1edbi thi\u1ec7u nh\u00e3n hi\u1ec7u c\u1ee7a m\u00ecnh \u0111\u1ebfn m\u1ed9t ng\u01b0\u1eddi b\u1ea1n m\u1edbi?<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Xa_hoi_hoa\"><\/span>X\u00e3 h\u1ed9i h\u00f3a<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>H\u01b0\u1edbng n\u1ed9i hay h\u01b0\u1edbng ngo\u1ea1i, b\u1ea1o d\u1ea1n n\u0103ng n\u1ed5 hay tr\u1ea7m t\u0129nh d\u00e8 d\u1eb7t, m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u h\u01b0\u1edfng l\u1ee3i t\u1eeb quan h\u1ec7 x\u00e3 h\u1ed9i v\u00e0 vi\u1ec7c d\u00e0nh th\u1eddi gian v\u1edbi nhau. N\u00f3 l\u00e0 c\u00e1ch ch\u00fang ta gi\u1eef k\u1ebft n\u1ed1i, h\u1ecdc h\u1ecfi nh\u1eefng \u0111i\u1ec1u m\u1edbi v\u00e0 tr\u1edf n\u00ean quen bi\u1ebft l\u1eabn nhau.<\/p>\n\n\n\n<p>Quy lu\u1eadt n\u00e0y \u00e1p d\u1ee5ng t\u01b0\u01a1ng t\u1ef1 v\u1edbi nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n. N\u1ebfu b\u1ea1n ch\u1ec9 n\u1ed7 l\u1ef1c k\u1ebft n\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c khi c\u1ed1 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng hay gi\u00e0nh gi\u1eadt s\u1eed \u1ee7ng h\u1ed9, ng\u01b0\u1eddi ta s\u1ebd ch\u1eb3ng bi\u1ebft g\u00ec \u0111\u1ebfn b\u1ea1n ngo\u00e0i m\u1ed9t doanh nghi\u1ec7p c\u00f3 m\u1ed9t m\u1ee5c \u0111\u00edch (v\u1edbi c\u00e1 nh\u00e2n c\u0169ng th\u1ebf).<\/p>\n\n\n\n<p>\u0110\u1ec3 t\u0103ng nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n, <u>b\u1ea1n ph\u1ea3i qu\u1ea3ng giao<\/u>. H\u00e3y \u0111\u0103ng t\u1ea3i l\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i nh\u1eefng th\u1ee9 kh\u00f4ng li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n. <\/p>\n\n\n\n<p>T\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh th\u00f4ng qua \u0111\u1eb7t c\u00e2u h\u1ecfi, b\u00ecnh lu\u1eadn v\u00e0o b\u00e0i \u0111\u0103ng ho\u1eb7c tweet l\u1ea1i hay chia s\u1ebb n\u1ed9i dung m\u00e0 b\u1ea1n th\u00edch. D\u00f9ng t\u00e0i kho\u1ea3n x\u00e3 h\u1ed9i c\u1ee7a m\u00ecnh nh\u01b0 th\u1ec3 b\u1ea1n \u0111ang l\u00e0 m\u1ed9t ng\u01b0\u1eddi c\u1ed1 g\u1eafng k\u1ebft b\u1ea1n, ch\u1ee9 kh\u00f4ng ph\u1ea3i m\u1ed9t doanh nghi\u1ec7p c\u1ed1 ki\u1ebfm ti\u1ec1n.<\/p>\n\n\n\n<p>Tr\u00ean 50%&nbsp;danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u (brand reputation) \u0111\u1ebfn t\u1eeb online sociability (t\u00ednh qu\u1ea3ng giao li\u00ean h\u1ec7 x\u00e3 h\u1ed9i tr\u1ef1c tuy\u1ebfn). Giao thi\u1ec7p r\u1ed9ng r\u00e3i \u0111em \u0111\u1ebfn m\u1ee9c \u0111\u1ed9 nh\u1eadn th\u1ee9c l\u1edbn h\u01a1n v\u00e0 \u0111\u01a1n gi\u1ea3n l\u00e0 \u0111\u01b0\u1ee3c m\u1ecdi ng\u01b0\u1eddi <em>bi\u1ebft <\/em>\u0111\u1ebfn.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ke_mot_cau_chuyen\"><\/span>K\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><u>K\u1ec3 chuy\u1ec7n<\/u>&nbsp;l\u00e0 m\u1ed9t chi\u1ebfn thu\u1eadt marketing c\u1ef1c k\u1ef3 h\u1eefu d\u1ee5ng, d\u00f9 b\u1ea1n \u0111ang marketing s\u1ea3n ph\u1ea9m hay qu\u1ea3ng b\u00e1 nh\u00e3n hi\u1ec7u c\u1ee7a m\u00ecnh. T\u1ea1i sao \u01b0? B\u1edfi v\u00ec n\u00f3 \u0111em \u0111\u1ebfn th\u1ee9 g\u00ec \u0111\u00f3 ch\u00e2n th\u1eadt \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n \u0111eo \u0111u\u1ed5i.<\/p>\n\n\n\n<p>Vi\u1ec7c b\u1ea1n s\u00e1ng t\u1ea1o m\u1ed9t c\u00e2u chuy\u1ec7n xoay quanh nh\u00e3n hi\u1ec7u s\u1ebd nh\u00e2n t\u00ednh h\u00f3a v\u00e0 \u0111em \u0111\u1ebfn chi\u1ec1u s\u00e2u cho nh\u00e3n hi\u1ec7u \u0111\u00f3. V\u00e0 \u0111an k\u1ebft c\u00e2u chuy\u1ec7n \u0111\u00e3 n\u00f3i n\u00e0y v\u00e0o vi\u1ec7c marketing c\u1ee7a b\u1ea1n th\u00ec v\u1ed1n \u0111\u00e3 ti\u1ebfp th\u1ecb nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n b\u00ean c\u1ea1nh nh\u1eefng s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 m\u00e0 b\u1ea1n cung c\u1ea5p r\u1ed3i.<\/p>\n\n\n\n<p>C\u00e2u chuy\u1ec7n c\u1ee7a b\u1ea1n n\u00ean c\u00f3 n\u1ed9i dung g\u00ec? B\u1ea5t c\u1ee9 \u0111i\u1ec1u g\u00ec mi\u1ec5n l\u00e0 n\u00f3 \u0111\u00fang s\u1ef1 th\u1eadt. N\u00f3 c\u00f3 th\u1ec3 l\u00e0 t\u01b0\u1eddng thu\u1eadt v\u1ec1 nh\u00e0 s\u00e1ng l\u1eadp doanh nghi\u1ec7p, c\u00e2u chuy\u1ec7n v\u1ec1 qu\u00e1 tr\u00ecnh ra \u0111\u1eddi \u00fd t\u01b0\u1edfng s\u1ea3n ph\u1ea9m \u0111\u1ea7u ti\u00ean c\u1ee7a doanh nghi\u1ec7p, hay c\u00e2u chuy\u1ec7n c\u1ed5 t\u00edch little-engine-that-could (c\u00e2u chuy\u1ec7n c\u1ed5 t\u00edch v\u1ec1 m\u1ed9t \u0111\u1ea7u m\u00e1y xe l\u1eeda \u201cnh\u1ecf m\u00e0 c\u00f3 v\u00f5\u201d) v\u1ec1 qu\u00e1 tr\u00ecnh doanh nghi\u1ec7p nh\u1ecf c\u1ee7a b\u1ea1n \u0111i \u0111\u1ebfn th\u00e0nh c\u00f4ng trong th\u1ebf gi\u1edbi to l\u1edbn n\u00e0y.<\/p>\n\n\n\n<p>M\u1ecdi ng\u01b0\u1eddi th\u00edch nghe nh\u1eefng c\u00e2u chuy\u1ec7n v\u1ec1 nhau. T\u00ednh x\u00e1c th\u1ef1c g\u00e2y ra \u1ea3nh h\u01b0\u1edfng v\u00e0 c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn t\u0103ng m\u1ea1nh nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Khien_viec_chia_se_tro_nen_de_dang\"><\/span>Khi\u1ebfn vi\u1ec7c chia s\u1ebb tr\u1edf n\u00ean d\u1ec5 d\u00e0ng<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>D\u00f9 b\u1ea1n c\u00f3 l\u00e0m \u0103n trong ng\u00e0nh n\u00e0o, b\u00e1n s\u1ea3n ph\u1ea9m g\u00ec hay c\u00f3 chi\u1ebfn l\u01b0\u1ee3c marketing ra sao th\u00ec h\u00e3y khi\u1ebfn kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh d\u1ec5 d\u00e0ng chia s\u1ebb \u0111\u01b0\u1ee3c n\u1ed9i dung c\u1ee7a b\u1ea1n. Vi\u1ec7c n\u00e0y c\u00f3 th\u1ec3 l\u00e0 c\u00e1c b\u00e0i \u0111\u0103ng blog, n\u1ed9i dung \u0111\u01b0\u1ee3c t\u00e0i tr\u1ee3, video, b\u00e0i \u0111\u0103ng tr\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i hay c\u00e1c trang s\u1ea3n ph\u1ea9m. C\u00e1ch l\u00e0m th\u1ebf n\u00e0o kh\u00f4ng quan tr\u1ecdng, mi\u1ec5n sao c\u00f3 th\u1ec3 chia s\u1ebb n\u00f3 l\u00e0 \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n<p>Marketing truy\u1ec1n mi\u1ec7ng (word-of-mouth) l\u00e0 con \u0111\u01b0\u1eddng hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u1ec3 t\u1ea1o d\u1ef1ng l\u00f2ng tin v\u00e0 s\u1ef1 quen thu\u1ed9c trong kh\u00e1ch h\u00e0ng. N\u1ebfu ai \u0111\u00f3 th\u1ea5y m\u1ed9t ng\u01b0\u1eddi b\u1ea1n hay ng\u01b0\u1eddi th\u00e2n trong gia \u0111\u00ecnh \u0111ang gi\u1edbi thi\u1ec7u \u0111\u1ec1 xu\u1ea5t m\u1ed9t s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5, h\u1ecd s\u1ebd ch\u00fa \u00fd \u0111\u1ebfn s\u1ea3n ph\u1ea9m \u2026 v\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. Li\u1ec7u nh\u00e3n hi\u1ec7u n\u00e0y c\u00f3 \u0111\u00e1ng t\u00ecm hi\u1ec3u kh\u00f4ng? H\u1ecd c\u00f3 nh\u1eefng s\u1ea3n ph\u1ea9m tuy\u1ec7t v\u1eddi kh\u00e1c m\u00e0 t\u00f4i c\u00f3 th\u1ec3 tin t\u01b0\u1edfng \u0111\u01b0\u1ee3c kh\u00f4ng? T\u00e0i kho\u1ea3n x\u00e3 h\u1ed9i c\u1ee7a h\u1ecd th\u1ebf n\u00e0o v\u00e0 h\u1ecd n\u00f3i v\u1ec1 nh\u1eefng \u0111i\u1ec1u g\u00ec?<\/p>\n\n\n\n<p>N\u1ebfu b\u1ea1n khi\u1ebfn h\u1ecd d\u1ec5 d\u00e0ng \u0111\u0103ng t\u1ea3i \u0111\u01b0\u1ee3c n\u1ed9i dung c\u1ee7a b\u1ea1n th\u00ec kh\u00e1ch h\u00e0ng s\u1ebd t\u0103ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u cho b\u1ea1n \u0111\u01a1n gi\u1ea3n ch\u1ec9 b\u1eb1ng vi\u1ec7c nh\u1ea5p v\u00e0o \u201cShare\/chia s\u1ebb\u201d.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nhan_thuc_thuong_hieu_la_ve_tam_anh_huong\"><\/span><strong>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 v\u1ec1 t\u1ea7m \u1ea3nh h\u01b0\u1edfng.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>N\u1ed9i dung c\u1ee7a nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n theo nh\u1eefng c\u00e1ch m\u00e0 kh\u00f4ng ch\u1ec9 nh\u1eafm v\u00e0o c\u00e1c m\u1ee5c \u0111\u00edch ki\u1ebfm ti\u1ec1n, thu h\u00fat s\u1ef1 tham gia hay l\u00f2ng trung th\u00e0nh c\u1ee7a h\u1ecd.<\/p>\n\n\n\n<p>T\u01b0\u1edfng t\u01b0\u1ee3ng r\u1eb1ng n\u1ebfu b\u1ea1n g\u1eb7p m\u1ed9t ng\u01b0\u1eddi m\u1edbi mu\u1ed1n tr\u1edf th\u00e0nh b\u1ea1n c\u1ee7a b\u1ea1n. N\u1ebfu h\u1ecd h\u1ecfi xin b\u1ea1n b\u1ea5t c\u1ee9 \u0111i\u1ec1u n\u00e0o trong s\u1ed1 tr\u00ean th\u00ec h\u1eb3n l\u00e0 b\u1ea1n s\u1ebd c\u01b0\u1eddi v\u00e0 b\u1ecf \u0111i, ph\u1ea3i kh\u00f4ng? \u0110\u00f3 kh\u00f4ng nh\u1eefng l\u00e0 m\u1ed9t c\u00e1ch n\u00f4ng c\u1ea1n \u0111\u1ec3 ti\u1ebfp c\u1eadn \u0111\u1ebfn t\u00ecnh b\u1ea1n m\u00e0 c\u00f2n kh\u00f4ng g\u00e2y \u1ea5n t\u01b0\u1ee3ng \u1ea3nh h\u01b0\u1edfng b\u1ec1n v\u1eefng \u0111\u1ed1i v\u1edbi b\u1ea1n.<\/p>\n\n\n\n<p>Vi\u1ec7c t\u1ea1o d\u1ef1ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u trong kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n c\u0169ng nh\u01b0 th\u1ebf.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cach_gia_tang_nhan_thuc_thuong_hieu\"><\/span>C\u00e1ch gia t\u0103ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Th\u1ebf c\u00f2n vi\u1ec7c ph\u00e1t tri\u1ec3n nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 c\u1ee7a b\u1ea1n v\u00e0 t\u1ea1o l\u1eadp tr\u00ean n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc \u0111\u00f3 th\u00ec sao? B\u1ea1n c\u00f3 th\u1ec3 l\u00e0m g\u00ec v\u1edbi t\u01b0 c\u00e1ch m\u1ed9t nh\u00e3n hi\u1ec7u l\u00e0m chi\u1ebfn d\u1ecbch v\u1ec1 nh\u1eadn th\u1ee9c v\u00e0 li\u00ean t\u1ee5c gia t\u0103ng nh\u1eadn th\u1ee9c \u0111\u00f3?<\/p>\n\n\n\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t v\u00e0i \u00fd t\u01b0\u1edfng chi\u1ebfn d\u1ecbch m\u00e0 s\u1ebd n\u00e2ng cao nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Cung c\u1ea5p l\u1ef1a ch\u1ecdn freemium (b\u00e1n tr\u1ea3 ph\u00ed)<\/h3>\n\n\n\n<p>Freemium l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh kinh doanh cung c\u1ea5p m\u1ed9t s\u1ea3n ph\u1ea9m c\u01a1 b\u1ea3n hay m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed, kh\u00e1ch h\u00e0ng ch\u1ec9 thanh to\u00e1n cho b\u1ea5t c\u1ee9 s\u1ea3n ph\u1ea9m n\u00e0o thu\u1ed9c di\u1ec7n tr\u1ea3 ph\u00ed hay \u1edf c\u1ea5p \u0111\u1ed9 doanh nghi\u1ec7p. N\u00f3 l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c pricing (\u0111\u1ecbnh gi\u00e1) ph\u1ed5 bi\u1ebfn cho c\u00e1c c\u00f4ng ty ph\u1ea7n m\u1ec1m nh\u01b0 l\u00e0 HubSpot&nbsp;v\u00e0&nbsp;Trello.<\/p>\n\n\n\n<p>Cung c\u1ea5p l\u1ef1a ch\u1ecdn freemium cho ph\u00e9p kh\u00e1ch h\u00e0ng th\u1eed nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n tr\u01b0\u1edbc khi mua. N\u00f3 l\u00e0 m\u1ed9t c\u01a1 h\u1ed9i th\u1eed-tr\u01b0\u1edbc khi-b\u1ea1n-mua m\u00e0 v\u1ec1 c\u01a1 b\u1ea3n th\u00ec c\u00f3 th\u1ec3 k\u00e9o d\u00e0i v\u0129nh vi\u1ec5n (tr\u00e1i ng\u01b0\u1ee3c v\u1edbi giai \u0111o\u1ea1n d\u00f9ng th\u1eed m\u00e0 nhi\u1ec1u c\u00f4ng ty ch\u1ecdn).<\/p>\n\n\n\n<p>T\u00ecnh tr\u1ea1ng ph\u1ed5 bi\u1ebfn th\u01b0\u1eddng th\u1ea5y l\u00e0 vi\u1ec7c cung c\u1ea5p m\u1ed9t l\u1ef1a ch\u1ecdn freemium v\u1edbi \u0111i\u1ec1u ki\u1ec7n l\u00e0 h\u00ecnh m\u1edd c\u1ee7a nh\u00e3n hi\u1ec7u s\u1ebd \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb tr\u00ean b\u1ea5t c\u1ee9 ph\u1ea7n n\u00e0o c\u1ee7a s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 m\u00e0 h\u01b0\u1edbng v\u1ec1 ph\u00eda c\u00f4ng ch\u00fang. \u0110i\u1ec1u n\u00e0y bi\u1ebfn freemium tr\u1edf th\u00e0nh t\u00ecnh hu\u1ed1ng \u0111\u00f4i b\u00ean c\u00f9ng c\u00f3 l\u1ee3i: kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed, v\u00e0 nh\u00e3n hi\u1ec7u \u0111\u01b0\u1ee3c qu\u1ea3ng c\u00e1o mi\u1ec5n ph\u00ed khi kh\u00e1ch s\u1eed d\u1ee5ng n\u00f3.<\/p>\n\n\n\n<p>TypeForm&nbsp;l\u00e0 m\u1ed9t v\u00ed d\u1ee5 ti\u00eau bi\u1ec3u kh\u00e1c cho h\u00ecnh th\u1ee9c n\u00e0y. TypeForm cung c\u1ea5p m\u1ed9t l\u1ef1a ch\u1ecdn freemium cho ph\u1ea7n m\u1ec1m \u0111i\u1ec1u tra kh\u1ea3o s\u00e1t c\u1ee7a n\u00f3, nh\u01b0ng kh\u00e1ch h\u00e0ng ph\u1ea3i \u0111\u01b0a v\u00e0o m\u1ed9t trang c\u1ea3m \u01a1n c\u00f3 in logo TypeForm v\u00e0 th\u00f4ng \u0111i\u1ec7p c\u1ee7a n\u00f3.<\/p>\n\n\n\n<p>T\u00f9y thu\u1ed9c v\u00e0o lo\u1ea1i h\u00ecnh kinh doanh v\u00e0 s\u1ea3n ph\u1ea9m b\u1ea1n b\u00e1n m\u00e0 Freemium c\u00f3 th\u1ec3 l\u00e0 c\u00e1ch l\u00fd t\u01b0\u1edfng nh\u1ea5t \u0111\u1ec3 gia t\u0103ng nh\u1eadn th\u1ee9c v\u1ec1 nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n trong kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">S\u1ea3n xu\u1ea5t n\u1ed9i dung mi\u1ec5n ph\u00ed<\/h3>\n\n\n\n<p>Ng\u00e0y nay, s\u1ea3n xu\u1ea5t n\u1ed9i dung d\u1ec5 d\u00e0ng h\u01a1n bao gi\u1edd h\u1ebft \u2026 \u0111\u00e2y l\u00e0 m\u1ed9t \u0111i\u1ec1u c\u00f3 l\u1ee3i v\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y nay t\u00ecm \u0111\u1ebfn m\u1ea1ng internet \u0111\u1ec3 t\u00ecm ki\u1ebfm \u0111\u00e1p \u00e1n cho b\u1ea5t c\u1ee9 v\u00e0 to\u00e0n b\u1ed9 nh\u1eefng th\u1eafc m\u1eafc, quan ng\u1ea1i v\u00e0 c\u00e1c d\u1ef1 \u00e1n DIY.<\/p>\n\n\n\n<p>N\u1ed9i dung l\u00e0 m\u1ed9t c\u00e1ch hay ho \u0111\u1ec3 t\u0103ng nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00ec n\u00f3 l\u00e0 con \u0111\u01b0\u1eddng d\u1ec5 d\u00e0ng nh\u1ea5t \u0111\u1ec3 th\u1ec3 hi\u1ec7n c\u00e1 t\u00ednh v\u00e0 chia s\u1ebb quan \u0111i\u1ec3m c\u00f9ng v\u1edbi \u0111\u1eb7t v\u1ecb tr\u00ed c\u1ee7a b\u1ea1n trong c\u00e1c v\u1ea5n \u0111\u1ec1 \u2014 hai b\u1ed9 ph\u1eadn ch\u00ednh m\u00e0 s\u1ebd c\u00e1 t\u00ednh h\u00f3a v\u00e0 nh\u00e2n t\u00ednh h\u00f3a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/p>\n\n\n\n<p>N\u1ed9i dung c\u0169ng kh\u00f4ng c\u1ea7n ph\u1ea3i \u1edf d\u1ea1ng ch\u1eef. B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 s\u1ea3n xu\u1ea5t video, infographic, podcast (ch\u00fang t\u00f4i s\u1ebd tr\u00ecnh b\u00e0y d\u01b0\u1edbi \u0111\u00e2y) v\u00e0 nh\u1eefng d\u1ea1ng th\u1ee9c kh\u00e1c. T\u1ea5t nhi\u00ean l\u00e0 ng\u01b0\u1eddi ta c\u00f3 th\u1ec3 cho r\u1eb1ng n\u1ed9i dung ch\u1eef nh\u01b0 l\u00e0 blog v\u00e0 c\u00e1c c\u1ea9m nang t\u1ea3i v\u1ec1 \u0111\u01b0\u1ee3c l\u00e0 d\u1ec5 l\u00e0m nh\u1ea5t, nh\u01b0ng \u0111\u00f3 ch\u1eafc ch\u1eafn kh\u00f4ng ph\u1ea3i l\u00e0 l\u1ef1a ch\u1ecdn duy nh\u1ea5t.<\/p>\n\n\n\n<p>N\u1ed9i dung c\u0169ng kh\u00f4ng ph\u1ea3i ch\u1ec9 s\u1ed1ng tr\u00ean trang web c\u1ee7a b\u1ea1n. Kh\u00e1ch \u0111\u0103ng b\u00e0i v\u00e0 n\u1ed9i dung \u0111\u01b0\u1ee3c t\u00e0i tr\u1ee3 \u0111em \u0111\u1ebfn nh\u1eefng c\u01a1 h\u1ed9i xu\u1ea5t hi\u1ec7n tr\u01b0\u1edbc m\u1eaft kh\u00e1ch h\u00e0ng m\u1edbi c\u0169ng nh\u01b0 l\u00e0 \u0111a d\u1ea1ng h\u00f3a lo\u1ea1i n\u1ed9i dung m\u00e0 b\u1ea1n s\u1ea3n xu\u1ea5t.<\/p>\n\n\n\n<p>N\u1ebfu nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n kh\u00f4ng s\u1ea3n xu\u1ea5t n\u1ed9i dung, c\u00f3 th\u1ec3 b\u1ea1n \u0111ang b\u1ecf l\u1ee1 m\u1ed9t s\u1ed1 c\u01a1 h\u1ed9i nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u quan tr\u1ecdng \u0111\u1ea5y. N\u1ed9i dung cung c\u1ea5p m\u1ed9t c\u00e1ch th\u1ee9c tuy\u1ec7t v\u1eddi \u0111\u1ec3 k\u1ebft n\u1ed1i th\u1ef1c s\u1ef1 v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n \u0111\u1ed3ng th\u1eddi \u0111\u01b0a t\u00ean nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u1ebfn tr\u01b0\u1edbc m\u1eaft m\u1ecdi ng\u01b0\u1eddi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">S\u1ef1 ki\u1ec7n \u0111\u01b0\u1ee3c t\u00e0i tr\u1ee3<\/h3>\n\n\n\n<p>B\u1ea1n \u0111\u00e3 tham gia bao nhi\u00eau l\u1ec5 h\u1ed9i, bu\u1ed5i h\u00f2a nh\u1ea1c, h\u1ed9i tr\u1ee3 v\u00e0 tri\u1ec3n l\u00e3m r\u1ed3i? Nh\u1eefng ki\u1ec3u s\u1ef1 ki\u1ec7n n\u00e0y th\u01b0\u1eddng kh\u00f3 m\u00e0 th\u00e0nh \u0111\u01b0\u1ee3c n\u1ebfu thi\u1ebfu \u0111i t\u00e0i tr\u1ee3 c\u1ee7a c\u00e1c nh\u00e3n hi\u1ec7u (h\u00e3y xem \u00e1o thun, \u00e1o koozie, hay balo r\u00fat d\u00e2y m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c t\u1eeb s\u1ef1 ki\u1ec7n \u0111\u00f3. C\u00f3 th\u1ea5y t\u00ean nh\u00e3n hi\u1ec7u n\u00e0o kh\u00f4ng?)<\/p>\n\n\n\n<p>T\u00e0i tr\u1ee3 s\u1ef1 ki\u1ec7n l\u00e0 m\u1ed9t c\u00e1ch ch\u1eafc \u0103n \u0111\u1ec3 \u0111\u01b0a nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u1ebfn tr\u01b0\u1edbc m\u1eaft h\u00e0ng tr\u0103m, h\u00e0ng ng\u00e0n hay h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi m\u00e0 c\u00f3 th\u1ec3 r\u01a1i v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n. T\u1eeb nh\u1eefng bi\u1ec3u ng\u1eef \u0111\u1ebfn t\u1edd r\u01a1i t\u1edbi c\u00e1c chai n\u01b0\u1edbc, t\u00ean nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n s\u1ebd xu\u1ea5t hi\u1ec7n \u1edf <em>m\u1ecdi n\u01a1i <\/em>n\u1ebfu b\u1ea1n t\u00e0i tr\u1ee3 cho m\u1ed9t s\u1ef1 ki\u1ec7n.<\/p>\n\n\n\n<p>T\u00e0i tr\u1ee3 m\u1ed9t s\u1ef1 ki\u1ec7n c\u0169ng cho ph\u00e9p b\u1ea1n kh\u1eafc t\u00ean nh\u00e3n hi\u1ec7u c\u1ee7a m\u00ecnh v\u00e0o m\u1ed9t s\u1ef1 ki\u1ec7n ph\u00f9 h\u1ee3p v\u1edbi c\u00e1 t\u00ednh, s\u1edf th\u00edch v\u00e0 \u0111am m\u00ea c\u1ee7a b\u1ea1n, c\u00f3 ngh\u0129a l\u00e0 khi \u0111\u00f3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd li\u00ean t\u01b0\u1edfng nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n v\u1edbi s\u1ef1 ki\u1ec7n \u0111\u00f3 c\u00f9ng v\u1edbi nh\u00e2n v\u1eadt v\u00e0 t\u00ednh th\u1ea9m m\u1ef9 c\u1ee7a n\u00f3.<\/p>\n\n\n\n<p>H\u00e3y xem x\u00e9t tr\u01b0\u1eddng h\u1ee3p&nbsp;Red Bull. Red Bul l\u00e0 m\u1ed9t lo\u1ea1i \u0111\u1ed3 u\u1ed1ng t\u0103ng l\u1ef1c, v\u00e0 kh\u00f4ng c\u00f3 b\u1ea5t c\u1ee9 ho\u1ea1t \u0111\u1ed9ng gia t\u0103ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u n\u00e0o, th\u00ec ch\u00fang ta \u0111\u01a1n gi\u1ea3n s\u1ebd ch\u1ec9 coi n\u00f3 l\u00e0 m\u1ed9t lo\u1ea1i \u0111\u1ed3 u\u1ed1ng t\u0103ng l\u1ef1c. Nh\u01b0ng \u01a1n gi\u1eddi l\u00e0 Red Bull \u0111\u00e3 l\u00e0m marketing t\u1edbi c\u1ef1c h\u1ea1n \u2013 theo ngh\u0129a \u0111en lu\u00f4n \u2013 th\u00f4ng qua t\u00e0i tr\u1ee3 c\u00e1c s\u1ef1 ki\u1ec7n th\u1ec3 thao c\u1ef1c h\u1ea1n nh\u01b0 l\u00e0 cliff diving (nh\u1ea3y t\u1eeb v\u00e1ch n\u00fai l\u1eb7n xu\u1ed1ng bi\u1ec3n) v\u00e0 motocross (\u0111ua xe m\u00f4 t\u00f4 \u0111\u1ecba h\u00ecnh). C\u00f4ng ty n\u00e0y c\u0169ng t\u00e0i tr\u1ee3 v\u1eadn \u0111\u1ed9ng vi\u00ean. Gi\u1edd \u0111\u00e2y, ch\u00fang ta v\u1ed1n \u0111\u00e3 li\u00ean t\u01b0\u1edfng Red Bull v\u1edbi c\u00e1 t\u00ednh t\u00e1o b\u1ea1o v\u00e0 phi\u00eau l\u01b0u m\u1ea1o hi\u1ec3m \u2026 v\u00e0 tin r\u1eb1ng n\u1ebfu ta u\u1ed1ng n\u00f3, ta c\u00f3 th\u1ec3 gi\u1ed1ng nh\u01b0 v\u1eady.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">H\u00e3y trao cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n m\u1ed9t c\u00e1 t\u00ednh<\/h3>\n\n\n\n<p>H\u00e3y \u0111\u1ed1i x\u1eed v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n nh\u01b0 m\u1ed9t con ng\u01b0\u1eddi v\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e2u chuy\u1ec7n c\u1ee7a b\u1ea1n l\u00e0 nh\u1eefng b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean \u0111\u1ec3 trao cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n m\u1ed9t c\u00e1 t\u00ednh. B\u01b0\u1edbc ti\u1ebfp theo s\u1ebd l\u00e0 truy\u1ec1n c\u00e1 t\u00ednh n\u00e0y v\u00e0o trong c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a b\u1ea1n.<\/p>\n\n\n\n<p>Khi b\u1ea1n ti\u1ebfp th\u1ecb s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh v\u1edbi c\u00e1 t\u00ednh, b\u1ea1n s\u1ebd bu\u1ed9c l\u00f2ng ph\u1ea3i t\u0103ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh v\u00ec <em>nh\u00e3n hi\u1ec7u <\/em>c\u1ee7a b\u1ea1n s\u1ebd t\u1ecfa s\u00e1ng xuy\u00ean su\u1ed1t qu\u00e1 tr\u00ecnh. Ch\u1eafc ch\u1eafn l\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n s\u1ebd ch\u00fa \u00fd \u0111\u1ebfn nh\u1eefng chi\u1ebfc qu\u1ea7n hay lo\u1ea1i m\u1ef3 pasta m\u00e0 b\u1ea1n \u0111ang ti\u1ebfp th\u1ecb, nh\u01b0ng h\u1ecd c\u0169ng s\u1ebd tr\u1ea3i nghi\u1ec7m c\u00e1 t\u00ednh c\u1ee7a b\u1ea1n th\u00f4ng qua vi\u1ec7c qu\u1ea3ng c\u00e1o m\u00e0 b\u1ea1n l\u00e0m.<\/p>\n\n\n\n<p>\u0110\u00e2y l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c tuy\u1ec7t v\u1eddi khi k\u1ebft h\u1ee3p chi\u1ebfn d\u1ecbch marketing truy\u1ec1n th\u1ed1ng v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u. Ch\u00fang kh\u00f4ng h\u1eb3n lu\u00f4n ph\u1ea3i l\u00e0 \u0111\u1ed3ng nh\u1ea5t, nh\u01b0ng ch\u1eafc ch\u1eafn l\u00e0 ch\u00fang c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh m\u1ed9t th\u1ec3.<\/p>\n\n\n\n<p>Xem x\u00e9t nh\u00e3n hi\u1ec7u Old Spice nh\u00e9. (B\u1ea1n c\u00f3 h\u00ecnh dung ra ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng ng\u1ed3i tr\u00ean l\u01b0ng ng\u1ef1a kh\u00f4ng? T\u00f4i th\u00ec c\u00f3 \u0111\u1ea5y) Qu\u1ea3ng c\u00e1o c\u1ee7a h\u1ecd v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m v\u1ec7 sinh tr\u00e0n ng\u1eadp c\u00e1 t\u00ednh v\u00e0 h\u00e0i h\u01b0\u1edbc c\u0169ng nh\u01b0 l\u00e0 c\u00f4ng ty n\u00e0y v\u1eabn nh\u1eafc \u0111\u1ebfn s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd xuy\u00ean su\u1ed1t qu\u1ea3ng c\u00e1o. Qu\u1ea3ng c\u00e1o n\u00e0y kh\u00f4ng ch\u1ec9 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn ng\u01b0\u1eddi xem, m\u00e0 ch\u1ec9 m\u1ed9t l\u1eddi nh\u1eafc \u0111\u1ebfn \u201cng\u01b0\u1eddi \u0111\u00e0n \u00f4ng Old Spice\u201d c\u0169ng khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng quay l\u1ea1i YouTube \u0111\u1ec3 xem qu\u1ea3ng c\u00e1o \u2026 v\u00e0 t\u1edbi c\u1eeda h\u00e0ng \u0111\u1ec3 mua m\u1ed9t v\u00e0i s\u1ea3n ph\u1ea9m kh\u1eed m\u00f9i.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">S\u1ea3n xu\u1ea5t podcast<\/h3>\n\n\n\n<p>N\u0103m ngo\u00e1i, tr\u00ean s\u00e1u tri\u1ec7u ng\u01b0\u1eddi \u0111\u00e3 b\u1eaft \u0111\u1ea7u nghe podcast. Kh\u00f4ng nghi ng\u1edd g\u00ec n\u1eefa v\u1ec1 vi\u1ec7c podcast gi\u1eef vai tr\u00f2 quan tr\u1ecdng trong \u0111\u1eddi s\u1ed1ng c\u1ee7a ch\u00fang ta \u2026 v\u00e0 trong ho\u1ea1t \u0111\u1ed9ng marketing.<\/p>\n\n\n\n<p>Podcast \u0111\u00e3 t\u1eebng l\u00e0 m\u1ed9t ph\u01b0\u01a1ng th\u1ee9c ph\u1ee9c t\u1ea1p m\u00e0 ch\u1ec9 do nh\u1eefng ng\u01b0\u1eddi c\u00f3 studio v\u00e0 microphone \u1ea3o di\u1ec7u s\u1ea3n xu\u1ea5t. Gi\u1edd \u0111\u00e2y th\u00ec s\u1ea3n xu\u1ea5t c\u00f9ng v\u1edbi xu\u1ea5t b\u1ea3n m\u1ed9t podcast d\u1ec5 h\u01a1n bao gi\u1edd h\u1ebft v\u00e0 l\u00e0m nh\u01b0 v\u1eady c\u00f3 th\u1ec3 mang \u0111\u1ebfn nhi\u1ec1u \u0111i\u1ec1u k\u1ef3 di\u1ec7u cho ho\u1ea1t \u0111\u1ed9ng n\u00e2ng cao nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u1ea5y.<\/p>\n\n\n\n<p>T\u1ea1i sao \u01b0? B\u1edfi v\u00ec podcast, gi\u1ed1ng nh\u01b0 n\u1ed9i dung b\u1eb1ng ch\u1eef hay n\u1ed9i dung tr\u1ef1c quan, \u0111em \u0111\u1ebfn m\u1ed9t con \u0111\u01b0\u1eddng \u0111\u1ec3 k\u1ebft n\u1ed1i ch\u00e2n th\u1ef1c v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n. Thay v\u00ec qu\u1ea3ng c\u00e1o l\u1ed3 l\u1ed9 s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n (m\u00e0 ch\u00fang t\u00f4i \u0111\u00e3 nh\u1ea5t tr\u00ed r\u1eb1ng kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u1ec3 n\u00e2ng cao nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u), podcast \u0111em \u0111\u1ebfn cho b\u1ea1n c\u01a1 h\u1ed9i \u0111\u1ec3 gi\u00e1o d\u1ee5c, th\u00f4ng tri, gi\u1ea3i tr\u00ed hay t\u01b0 v\u1ea5n cho kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n c\u0169ng nh\u01b0 l\u00e0 g\u00e2y d\u1ef1ng l\u00f2ng tin uy t\u00edn th\u00f4ng qua l\u00e0m nh\u1eefng vi\u1ec7c \u0111\u00f3.<\/p>\n\n\n\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 v\u1ec1 nh\u1eefng podcast ch\u1ea5t l\u01b0\u1ee3ng do c\u00e1c nh\u00e3n hi\u1ec7u s\u1ea3n xu\u1ea5t m\u00e0 b\u1ea1n bi\u1ebft v\u00e0 y\u00eau qu\u00fd:<\/p>\n\n\n\n<ul>\n<li>#LIPSTORIES b\u1edfi Sephora<\/li>\n\n\n\n<li>Trailblazers b\u1edfi Dell<\/li>\n\n\n\n<li>The Growth Show b\u1edfi HubSpot<\/li>\n<\/ul>\n\n\n\n<p>B\u1ea1n th\u1ea5y c\u00e1ch nh\u1eefng nh\u00e3n hi\u1ec7u n\u00e0y l\u1ef1a ch\u1ecdn nh\u1eefng ch\u1ee7 \u0111\u1ec1 podcast m\u00e0 li\u00ean quan \u0111\u1ebfn 1) th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u t\u1ed5ng th\u1ec3 c\u1ee7a h\u1ecd v\u00e0 2) s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a h\u1ecd kh\u00f4ng? L\u00e0m th\u1ec3 n\u00e0y gi\u00fap b\u1ea1n li\u00ean h\u1ec7 podcast v\u1edbi nh\u00e3n hi\u1ec7u c\u1ee7a h\u1ecd v\u00e0 c\u0169ng ti\u1ebfp t\u1ee5c t\u0103ng nh\u1eadn th\u1ee9c n\u1eefa.<\/p>\n\n\n\n<p>G\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh kh\u00f4ng c\u00f3 h\u1ed3i k\u1ebft c\u0169ng gi\u1ed1ng nh\u01b0 l\u00e0 vi\u1ec7c duy tr\u00ec t\u00ecnh b\u1ea1n hay m\u1ed9t m\u1ed1i quan h\u1ec7 th\u1ef1c s\u1ef1 kh\u00f4ng bao gi\u1edd ch\u1ea5m d\u1ee9t.<\/p>\n\n\n\n<p>N\u00e2ng cao nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n th\u00f4ng qua c\u00e1c chi\u1ebfn d\u1ecbch \u0111em \u0111\u1ebfm cho b\u1ea1n c\u01a1 h\u1ed9i \u0111\u1ec3 x\u00f4ng x\u00e1o th\u1eed nh\u1eefng c\u01a1 h\u1ed9i marketing v\u00e0 qu\u1ea3ng c\u00e1o m\u00e0 \u0111\u00e1ng ra b\u1ea1n s\u1ebd kh\u00f4ng \u0111\u1ea7u t\u01b0 v\u00e0o \u2014 t\u1ee9c l\u00e0 nh\u1eefng con \u0111\u01b0\u1eddng m\u1edbi m\u1ebb h\u1eefu d\u1ee5ng \u0111\u1ec3 k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cach_do_kiem_nhan_thuc_thuong_hieu\"><\/span>C\u00e1ch \u0111o ki\u1ec3m nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L\u00e0m c\u00e1ch n\u00e0o \u0111\u1ec3 b\u1ea1n bi\u1ebft \u0111\u01b0\u1ee3c li\u1ec7u c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh \u0111ang c\u00f3 hi\u1ec7u qu\u1ea3? L\u00e0m sao m\u00e0 b\u1ea1n bi\u1ebft \u0111\u01b0\u1ee3c li\u1ec7u b\u1ea1n c\u00f3 c\u1ea7n thay \u0111\u1ed5i \u0111\u01b0\u1eddng l\u1ed1i ph\u01b0\u01a1ng h\u01b0\u1edbng, d\u1eabn \u0111\u1ea7u c\u1ea1nh tranh hay kh\u1eafc ph\u1ee5c m\u1ed9t cu\u1ed9c kh\u1ee7ng ho\u1ea3ng kh\u00f4ng? C\u0169ng gi\u1ed1ng nh\u01b0 b\u1ea5t c\u1ee9 chu\u1ea9n \u0111o marketing n\u00e0o kh\u00e1c, b\u1ea1n \u0111o ki\u1ec3m n\u00f3.<\/p>\n\n\n\n<p><em>\u0110\u1ee3i \u0111\u00e3\u2026 T\u00f4i t\u01b0\u1edfng c\u00e1c b\u1ea1n b\u1ea3o l\u00e0 kh\u00f4ng th\u1ec3 \u0111o ki\u1ec3m \u0111\u01b0\u1ee3c nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u01a1 m\u00e0<\/em><\/p>\n\n\n\n<p>\u00c0 h\u00e1! B\u1ea1n v\u1eabn \u0111ang l\u1eafng nghe \u0111i\u1ec1u ch\u00fang t\u00f4i n\u00f3i. T\u00f4i \u0111\u00e1nh gi\u00e1 cao \u0111i\u1ec1u \u0111\u00f3.<\/p>\n\n\n\n<p>B\u1ea1n \u0111\u00fang \u0111\u1ea5y \u2014 kh\u00f4ng th\u1ec3 \u0111o ki\u1ec3m \u0111\u01b0\u1ee3c nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u <em>theo ngh\u0129a truy\u1ec1n th\u1ed1ng<\/em>. Th\u1ebf nh\u01b0ng, b\u1ea1n v\u1eabn c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 c\u00e1c ho\u1ea1t \u0111\u1ed9ng v\u00e0 nh\u1eefng chu\u1ea9n \u0111o m\u00e0 s\u1ebd gi\u00fap b\u1ea1n \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n hi\u1ec7n \u0111\u1ee9ng v\u1ec1 m\u1eb7t \u0111\u1ed9 ph\u1ed5 bi\u1ebfn v\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 v\u00e0i c\u00e1ch \u0111\u1ec3 \u0111o ki\u1ec3m nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 t\u00ecm hi\u1ec3u ch\u1ed7 b\u1ea1n c\u00f3 th\u1ec3 c\u1ea3i ti\u1ebfn ch\u1ec9nh s\u1eeda nh\u1eefng ho\u1ea1t \u0111\u1ed9ng c\u1ee7a m\u00ecnh:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Th\u01b0\u1edbc \u0111o nh\u1eadn th\u1ee9c nh\u00e3n hi\u1ec7u theo \u0111\u1ecbnh l\u01b0\u1ee3ng (Quantitative Brand Awareness Measures)<\/h3>\n\n\n\n<p>Nh\u1eefng con s\u1ed1 n\u00e0y c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n v\u1ebd n\u00ean b\u1ee9c tranh t\u1ed5ng qu\u00e1t v\u1ec1 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. \u0110\u1ec3 \u0111o ki\u1ec3m \u0111\u1ecbnh l\u01b0\u1ee3ng, h\u00e3y xem nh\u1eefng chu\u1ea9n \u0111o n\u00e0y:<\/p>\n\n\n\n<ul>\n<li><strong>Direct traffic\/L\u01b0u l\u01b0\u1ee3ng truy c\u1eadp tr\u1ef1c ti\u1ebfp. <\/strong>Th\u1ee9 nh\u1ea5t, l\u01b0u l\u01b0\u1ee3ng tr\u1ef1c ti\u1ebfp l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a m\u1ecdi ng\u01b0\u1eddi <em>ch\u1ee7 \u0111\u00edch<\/em>&nbsp;g\u00f5 URL c\u1ee7a b\u1ea1n v\u00e0 gh\u00e9 v\u00e0o website c\u1ee7a b\u1ea1n. S\u1ed1 l\u01b0\u1ee3ng l\u01b0u l\u01b0\u1ee3ng tr\u1ef1c ti\u1ebfp s\u1ebd cho b\u1ea1n bi\u1ebft vi\u1ec7c marketing c\u1ee7a b\u1ea1n \u0111ang th\u00fac \u0111\u1ea9y m\u1ecdi ng\u01b0\u1eddi gh\u00e9 trang web c\u1ee7a b\u1ea1n nhi\u1ec1u \u0111\u1ebfn m\u1ee9c n\u00e0o. \u0110\u00e2y l\u00e0 m\u1ed9t chu\u1ea9n \u0111o quan tr\u1ecdng v\u00ec ng\u00e0y nay nhi\u1ec1u ng\u01b0\u1eddi d\u00f9ng kh\u00e1m ph\u00e1 ra c\u00e1c nh\u00e3n hi\u1ec7u th\u00f4ng qua truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i, qu\u1ea3ng c\u00e1o, ho\u1eb7c b\u1eb1ng c\u00e1ch g\u00f5 v\u00e0o nh\u1eefng t\u1eeb kh\u00f3a li\u00ean quan \u0111\u1ebfn nh\u00e3n hi\u1ec7u hay s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n. Khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111i tr\u1ef1c ti\u1ebfp \u0111\u1ebfn web c\u1ee7a b\u1ea1n, n\u00f3 c\u00f3 ngh\u0129a l\u00e0 h\u1ecd \u0111\u00e3 nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n tr\u01b0\u1edbc \u0111\u00f3.<\/li>\n\n\n\n<li><strong>Site traffic numbers\/s\u1ed1 l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp web.&nbsp;<\/strong>Con s\u1ed1 n\u00e0y ch\u1ec9 ph\u1ea3n \u00e1nh t\u1ed5ng l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp website, m\u00e0 s\u1ebd cho b\u1ea1n bi\u1ebft trong qu\u1ea7n th\u1ec3 s\u1eed d\u1ee5ng internet t\u1ed5ng th\u1ec3 c\u00f3 bao nhi\u00eau ph\u1ea7n \u0111ang xem n\u1ed9i dung c\u1ee7a b\u1ea1n v\u00e0 d\u00e0nh th\u1eddi gian cho nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n. N\u00f3 s\u1ebd kh\u00f4ng cho b\u1ea1n bi\u1ebft h\u1ecd \u0111\u1ebfn t\u1eeb \u0111\u00e2u, nh\u01b0ng th\u1ebf c\u0169ng kh\u00f4ng sao, b\u1edfi v\u00ec h\u1ecd nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n \u0111\u1ee7 \u0111\u1ec3 v\u00e0o xem n\u00f3 th\u1ebf n\u00e0o.<\/li>\n\n\n\n<li><strong>Social engagement\/t\u01b0\u01a1ng t\u00e1c x\u00e3 h\u1ed9i. <\/strong>T\u01b0\u01a1ng t\u00e1c tham gia c\u00f3 th\u1ec3 n\u00f3i \u0111\u1ebfn ng\u01b0\u1eddi theo d\u00f5i, tweet l\u1ea1i, b\u00ecnh lu\u1eadn v\u00e0 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng kh\u00e1c. N\u00f3 ph\u1ea3n \u00e1nh s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi nh\u1eadn th\u1ee9c nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 x\u00e3 h\u1ed9i h\u00f3a v\u1edbi n\u00f3, c\u0169ng nh\u01b0 l\u00e0 n\u1ed9i dung c\u1ee7a b\u1ea1n c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn m\u1ee9c n\u00e0o. V\u00ed d\u1ee5, nh\u1eefng website nh\u01b0 l\u00e0&nbsp;Sparktoro&nbsp;c\u00f3 th\u1ec3 cho b\u1ea1n bi\u1ebft \u0111i\u1ec3m s\u1ed1 c\u1ee5 th\u1ec3 v\u1ec1 t\u1ea7m \u1ea3nh h\u01b0\u1edfng tr\u00ean Twitter c\u1ee7a b\u1ea1n.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Th\u01b0\u1edbc \u0111o nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u theo \u0111\u1ecbnh t\u00ednh (Qualitative Brand Awareness Measures)<\/h3>\n\n\n\n<p>B\u01b0\u1edbc n\u00e0y l\u00e0 ch\u1ed7 m\u00e0 \u201c\u0111i\u1ec3m s\u1ed1\u201d nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n tr\u1edf n\u00ean h\u01a1i \u1ea3m \u0111\u1ea1m. Nh\u01b0ng nh\u1eefng chi\u1ebfn thu\u1eadt n\u00e0y v\u1eabn c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n \u0111o ki\u1ec3m \u0111\u01b0\u1ee3c \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0o v\u00e0 s\u1ed1 l\u01b0\u1ee3ng bao nhi\u00eau ng\u01b0\u1eddi nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n. \u0110\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u1ecbnh t\u00ednh, h\u00e3y th\u1eed:<\/p>\n\n\n\n<ul>\n<li><strong>T\u00ecm ki\u1ebfm tr\u00ean Google v\u00e0 c\u00e0i \u0111\u1eb7t&nbsp;<\/strong><strong>Google Alerts<\/strong><strong>.&nbsp;<\/strong>L\u00e0m th\u1ebf n\u00e0y gi\u00fap b\u1ea1n b\u1eaft k\u1ecbp v\u1edbi c\u00e1ch th\u1ee9c m\u1ecdi ng\u01b0\u1eddi tr\u00ean m\u1ea1ng b\u00e0n t\u00e1n v\u1ec1 nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n. N\u00f3 s\u1ebd th\u00f4ng b\u00e1o cho b\u1ea1n bi\u1ebft b\u1ea5t c\u1ee9 tin t\u1ee9c hay l\u1eddi nh\u1eafc \u0111\u1ebfn n\u00e0o c\u1ee7a ph\u00eda b\u00ean th\u1ee9 ba. Khi nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n ph\u00e1t tri\u1ec3n, b\u1ea5t \u0111\u1ed9ng s\u1ea3n tr\u00ean Internet c\u1ee7a n\u00f3 s\u1ebd m\u1edf r\u1ed9ng v\u01b0\u1ee3t ra ngo\u00e0i trang web c\u1ee7a b\u1ea1n, th\u1ebf n\u00ean h\u00e3y \u0111\u1ec3 m\u1eaft \u0111\u1ebfn n\u00f3.<\/li>\n\n\n\n<li><strong>Social listening\/l\u1eafng nghe x\u00e3 h\u1ed9i. <\/strong>L\u1eafng nghe x\u00e3 h\u1ed9i l\u00e0 theo d\u00f5i c\u00e1c c\u00f4ng c\u1ee5 qu\u1ea3n l\u00fd ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i v\u1ec1 nh\u1eefng l\u1eddi nh\u1eafc v\u00e0 t\u01b0\u01a1ng t\u00e1c t\u1ef1 nhi\u00ean. Ai \u0111ang g\u1eafn th\u1ebb nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n, \u0111\u1ec1 c\u1eadp \u0111\u1ebfn n\u00f3 trong b\u00ecnh lu\u1eadn ho\u1eb7c s\u1eed d\u1ee5ng hashtag c\u1ee7a b\u1ea1n trong c\u00e1c b\u00e0i \u0111\u0103ng c\u1ee7a h\u1ecd? Nh\u1eefng c\u00f4ng c\u1ee5 n\u00e0y c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n t\u00ecm hi\u1ec3u \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3. V\u00e0 kh\u00e1ch h\u00e0ng c\u00e0ng b\u00e0n t\u00e1n nhi\u1ec1u v\u1ec1 nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n tr\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i, th\u00ec h\u1ecd c\u00e0ng nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c nhi\u1ec1u h\u01a1n v\u1ec1 n\u00f3.<\/li>\n\n\n\n<li><strong>Ti\u1ebfn h\u00e0nh \u0111i\u1ec1u tra kh\u1ea3o s\u00e1t nh\u1eadn th\u1ee9c nh\u00e3n hi\u1ec7u (brand awareness surveys).&nbsp;<\/strong>Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y bao g\u1ed3m l\u1ea5y ph\u1ea3n h\u1ed3i tr\u1ef1c ti\u1ebfp t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 kh\u00e1ch ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n c\u0169ng nh\u01b0 l\u00e0 c\u00f3 th\u1ec3 c\u1ef1c k\u1ef3 h\u1eefu d\u1ee5ng kh\u00f4ng ch\u1ec9 v\u1edbi vi\u1ec7c t\u00ecm hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng ai bi\u1ebft v\u1ec1 nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n m\u00e0 c\u00f2n c\u1ea3 vi\u1ec7c h\u1ecd ngh\u0129 g\u00ec v\u1ec1 n\u00f3. B\u1ea1n c\u00f3 th\u1ec3 ph\u00e1t \u0111i kh\u1ea3o s\u00e1t th\u00f4ng qua SurveyMonkey hay TypeForm v\u00e0 chia s\u1ebb ch\u00fang tr\u00ean truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i ho\u1eb7c chia s\u1ebb tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh. <u>H\u01b0\u1edbng d\u1eabn n\u00e0y <\/u>s\u1ebd gi\u00fap b\u1ea1n t\u1ea1o ra v\u00e0 ph\u00e1t tri\u1ec3n n\u00f3.<\/li>\n<\/ul>\n\n\n\n<p>Nh\u1eefng chu\u1ea9n \u0111o \u0111\u1ecbnh t\u00ednh v\u00e0 \u0111\u1ecbnh l\u01b0\u1ee3ng n\u00e0y s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n trong kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ea1i ch\u00fang. N\u00f3 s\u1ebd ch\u1eb3ng bao gi\u1edd l\u00e0 m\u1ed9t con s\u1ed1 ho\u00e0n h\u1ea3o, nh\u01b0ng b\u1eaft m\u1ea1ch \u0111\u01b0\u1ee3c th\u01b0\u1edbc \u0111o n\u00e0y s\u1ebd gi\u00fap \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1c chi\u1ebfn d\u1ecbch v\u00e0 duy tr\u00ec k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n. B\u1ea5t k\u1ec3 b\u1ea1n \u0111o ki\u1ec3m nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch n\u00e0o cho c\u00f4ng ty c\u1ee7a m\u00ecnh, th\u00ec h\u00e3y tr\u00e1nh nh\u1eefng l\u1ed7i sai ph\u1ed5 bi\u1ebfn khi \u0111o ki\u1ec3m nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Den_luot_ban\"><\/span>\u0110\u1ebfn l\u01b0\u1ee3t b\u1ea1n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m c\u00f3 t\u00e1c d\u1ee5ng m\u1ea1nh m\u1ebd (d\u1eabu m\u01a1 h\u1ed3) m\u00e0 c\u00f3 th\u1ec3 g\u00e2y \u1ea3nh h\u01b0\u1edfng l\u1edbn \u0111\u1ebfn c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a b\u1ea1n, nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 doanh thu.<\/p>\n\n\n\n<p>H\u00e3y l\u00e0m theo nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p n\u00e0y \u0111\u1ec3 g\u00e2y d\u1ef1ng v\u00e0 t\u1ea1o l\u1eadp nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u cho nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n, v\u00e0 b\u1ea1n s\u1ebd th\u1ea5y m\u00ecnh c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng trung th\u00e0nh nh\u1eadn ra nh\u00e3n hi\u1ec7u c\u1ee7a b\u1ea1n trong s\u1ed1 c\u00e1c nh\u00e3n hi\u1ec7u \u0111\u1ed1i th\u1ee7, ch\u1ecdn s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n h\u1ebft l\u1ea7n n\u00e0y \u0111\u1ebfn l\u1ea7n kh\u00e1c v\u00e0 gi\u1edbi thi\u1ec7u \u0111\u1ec1 xu\u1ea5t v\u1edbi b\u1ea1n b\u00e8 v\u00e0 gia \u0111\u00ecnh c\u1ee7a h\u1ecd c\u0169ng l\u00e0m th\u1ebf.<\/p>\n\n\n\n<p><em>\u0110\u0103ng l\u1ea7n \u0111\u1ea7u v\u00e0o 6\/8\/2018 7h 6\/8\/2018, c\u1eadp nh\u1eadt v\u00e0o 30\/9\/2018<\/em><\/p>\n\n\n\n<p><em>(D\u1ecbch t\u1eeb b\u00e0i vi\u1ebft <a href=\"https:\/\/blog.hubspot.com\/marketing\/brand-awareness\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">The Ultimate Guide to Brand Awareness<\/a> 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>T\u00ecm hi\u1ec3u c\u00e1ch n\u00e2ng cao nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u (brand awareness) c\u1ee7a b\u1ea1n v\u00e0 t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c \u0111\u1ebfn c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a b\u1ea1n, c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng (customer perception) v\u00e0 c\u1ea3 doanh thu. B\u1ea1n \u0111\u00e3 t\u1eebng nghe m\u1ecdi ng\u01b0\u1eddi g\u1ecdi b\u1ea3n th\u00e2n h\u1ecd l\u00e0 \u201ct\u00edn \u0111\u1ed3 Apple\u201d, \u201ct\u00edn \u0111\u1ed3 Nike\u201d, hay \u201ct\u00edn &hellip;<\/p>\n","protected":false},"author":1,"featured_media":12386,"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>H\u01b0\u1edbng d\u1eabn c\u0103n b\u1ea3n v\u1ec1 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u (Brand Awareness) &#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\/huong-dan-can-ban-ve-nhan-thuc-thuong-hieu\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"H\u01b0\u1edbng d\u1eabn c\u0103n b\u1ea3n v\u1ec1 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u (Brand Awareness) &#8226; Ki\u1ebfn c\u00e0ng\" \/>\n<meta property=\"og:description\" content=\"T\u00ecm hi\u1ec3u c\u00e1ch n\u00e2ng cao nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u (brand awareness) c\u1ee7a b\u1ea1n v\u00e0 t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c \u0111\u1ebfn c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a b\u1ea1n, c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng (customer perception) v\u00e0 c\u1ea3 doanh thu. 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