Tir nhidu nam nay, cdc hinh thuc quang cdo truydn thd'ng la lua chgn hang dau ciia mgi nhan bang mac dti gid cua mgt phut quang cao trdn truydn hinh la rat ddt nhung cdc doanh nghie[r]
Trang 1NGHIEN CCrU - TRAO DOI
A"
QUANG CAO TRIJC TUYEN:
DOI\G LlJC PHAT TRIEI\ CUA THlJOl\G MAI DIEI\ Tif
Ngay nay, do viec ifng dung manh me cong nghe thong tin tren
pham vi toan cau da lam cho thu'dng mai dien tir khong chi trd thanh
mot xu the phat trien tat yeu d cac nddc phat trien ma da md rong tren
quy mo toan cau Viet Nam cung da sdm ap dung thu'dng mai dien tif
vao Imh vifc quang cao truyen thong nhi/ng ben canh do cung con
nhieu nhiing khd khan, han che can phai k h k phuc Do vay can co
nhOfng giai phap thiet thifc cho viec phat trien quang cao qua mang
thong tin toan cau nay Day cung se la dong life va la djnh hifdng de
phat then thu'dng mai dien ttf cOa chimg ta trong thdi gian tdi
Uu diem ciia quang cao true
tuyen
Cung nhu cdc loai hinh quang
cdo khac, quang cao true tuyd'n
nham cung ca'p thdng tin day nhanh
tidn do giao djch giifa ngudi mua va
ngirdi ban Nhung quang cao true
tuydn khae han quang cao trdn cac
phuemg tidn thdng tin dai chung
khac, nd giup ngudi tidu dimg cd the
tuong tac vdi quang cao Quang cao
tnrc tuyd'n da tao ca hdi cho cae nhd
quang cao nhdm chi'nh xac vao
khach hang ciia mfnh vd giup hg tid'n
hanh quang cao theo dung sd thfeh
va thj hidu ciia ngudi tidu dung
Quang cao true tuye'n la su kd't bcjp
ciia quiing cao tuyen thdng va tid'p thi
true tidp do dd cd rat nhieu uu didm:
Mot Id, khd ndng nhdm chgn: Hg
cd thd nham vao cac edng ty, eac
quoc gia hoac khu vuc dja ly cung
nhu hg cd he su dung co sd dir lidu
dd lam cosdebo tidp thi true tidp Hg
cung cd the dua vao sd thfeh cd nhan
va hanh vi ciia ngudi tidu dimg dd
nhdm chgn vao dd'i tucmg thi'ch hgp
Hai Id, khd ndng theo ddi: Cde
nha tid'p thj cd thd theo doi hanh vi
cua ngudi sir dung ddi vdi nhan hidu hang hoa ciia hg va tim hidu sd thfeh cung nhu mdi quan tam eiia nhifng khach hang tridn vgng Cac nhd quang cao cd the xac dinh dugc hidu qua ciia mdt quang cdo thdng qua so Idn quang cao dugc nhdn ma didu nay khd cd thd thuc hidn ducx; trdn cac hinh thuc qudng cao tmyen thdng nhu trdn tivi, bao chf
ThS PHI MANH CUCJNG
Ba Id, khd ndng lien tuc vd linh hogt: Quang cdo true tuyd'n cd thd
truyen tai lidn tuc trong ngay, trong tudn hoac bat cu khoang thdi gian nao Tfnh cap nhat ciia quang cao rat cao, khi cdn phai dua nhifng thdng tin mdi vd quang cdo Idn mang ngudi ta cd thd tid'n hdnh ngay dugc Hoac ngugc lai nguoi ta buy
bo nhanh chdng mgt quang cdo khdng cdn thfeh hcjp vdo bd't ky luc nao vdi chi phf hcjp ly Mat khdc, qua trinh theo doi quang cao va hidu qua CLia nd cung cd the xem xet ducx; mot each thudng xuydn lidn tue Uu thd' nay hem bin kidu quang cao truydn thd'ng
Bdn Id khd ndng tuang tdc: Bat
ky mgt quang cao nao ciing Id nhdm thu hut khach hang, loi keo khdeh hang va nhdm lam cho khach hang
Quang cao true tuye'n gfiip ng-df tidu diing cd the t-ong lac vdi quang cao
Kinh t^ va Dit hao So 6/2010
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Trang 2NGHIEN CQu - TRAO DOI
gan vdi nhan hidu san phdm ciia
doanh nghiep Ndi each khdc cdn tao
didu kidn cho su tuong tdc giiia
khach hang vdi san phdm Kha nang
nay dugc thuc hidn qua quang cao
true tuyd'n rat cao, khach hang cd thd'
tuong tdc vdi san phdm, kidm tra san
phdm mot each thuan Igi truck khi
thuc hidn mot hanh vi thuong mai
Xu hudng phat trien ciia
quang cao true tuyen
Tir nhidu nam nay, cdc hinh thuc
quang cdo truydn thd'ng la lua chgn
hang dau ciia mgi nhan bang mac dti
gid cua mgt phut quang cao trdn
truydn hinh la rat ddt nhung cdc
doanh nghiep vdn phai cd gdng chi
tra vdi mong mud'n quang cao ciia
hg cd dugc cang nhieu ngudi xem
cang td't, cdn dd'i vdi bao chf thi tinh
hfnh Cling khdng kha quan, ciing vdi
su tang ldn ciia sd lugng cac an
phdm bao chf Iam phan tan su tap
trung ciia ngudi tidu dting dieu nay
la cho vide kidm soat hidu qua
quang cao trdn bao chf vdn chi
mang tfnh tuong dd'i nay lai cang
khd khan ban Bdn canh dd, quang
cao true tuye'n trdn Intemet luon
chiing minh dugc nhifng uu didm
vucrt trdi ciia mfnh nhu: phan khue
thi trudng rd rang, cd kha nang ghi
nhan dugc phan ifng ciia khach
hang, tinh tuong tac cao, chi phf bcpfp
ly Mat khac, vdi cac chuong trinh
tim kidm ngay cang hoan thidn hem,
he thd'ng e-mail, website tfch hcpp
nhidu tidn i'ch va cdng nghd mdi thi
Intemet da, dang va se thu hiit ngay
cang nhidu ngudi su dung Tai Viet
Nam, tuy quang cao true tuyd'n
Internet khdng cdn la mgt khdi nidm
qua mdi me, nhung chi mcM dimg lai
d cac hfnh thuc don gian, chii yd'u la
mua tir khda ciia cdng cu tim kidm
va dat banner tai cac website cd
lucmg ngudi truy cap ldn Theo sd
lieu ciia Hiep hgi quang cdo Viet
Nam (VAA), hidn nay trdn 80% thj
phdn quang cao trong nudc thugc ve
cac dai truydn hinh, sau dd la quang
cao trdn an phdm bao chf Thj phan
quang cdo true tuyd'n Intemet ehi chid'm hem 1% tdng thj trudng quang cao Tuy nhidn, dua trdn miic
do quan tam hidn nay ciia cac nha quang cao trong nuoc danh cho quang cao true tuyd'n, hoan toan cd the hy vgng vao tuong Iai cho nganh quang cao true tuyd'n d Viet Nam
Doanh thu quang cao true tuyd'n tai Viet Nam du bao dat 8 tridu USD vao nam 2010 - chid'm 1,5% thj trudng quang cdo (theo nghien cuu ciia Nielson va Yahoo) Tuy nhidn thi trudng nay cdn kha so khai vi cdc doanh nghidp cdn thid'u thdng tin va thid'u niem tin vdo tfnh hidu qua ciia thi trudng nay bdi vf cac doanh nghidp chua cd hieu bidt sau sac ve thdi quen, sd thfeh, Idi sd'ng, tam ly ciia nhirng ngudi sir dung ndm trong nhdm khach hang muc tidu ciia hg, nhifng trang web quang cao hidu qua nhat, nhung each quang cao phti hcjp nhdt vdi nhdm ngudi sir dung ma hg mudn tid'p can Trd ngai Icm nhdt cho
cac nha quang cao khi tid'p can v6i
kdnh truyen thdng mdi nay la chua
cd nhieu thdng tin de cac nhd quang cao dinh hucmg va ddnh gia cac chie'n dich marketing ciia mfnh Do
dd, cac nha quang cdo va tid'p thj chua manh dan ddu tu vao quarig cao true tuyd'n Chfnh vi vay vtra qua, Yahoo da cung vdi cdng ty Nghidn cifu ve thj tmdng truyen thdng Hod Nhan (TNS) thuc hidn nghidn ciin tdng quan ve xu hucmg sir dung Intemet eiia ngudi Viet - chi so Net Index Kd't qua ciia nghidn cun nay
se trd thanh kim chi nam giiip cac doanh nghidp ndm bat ddy dii thdng tin vd quang cao true tuyd'n va sir dung phuang tidn quang cao nay nhieu ban, nhd vay gdp phdn day manh su phat trid'n ciia boat dgng thuong mai didn tir d Viet Nam
Mac dil cdn cd nhifng ban chd' nhung linh vuc quang cao true tuyd'n
d Viet Nam se cd su tang tmdng manh me vi thif nhd't, sd ngudi sir dung hitemet d Viet Nam ngay cang tang (theo thd'ng kd ciia Bg Thdng tin
va tmyen thdng, tfnh de'n thdng 3/2009 la tren 21 trieu ngudi), ty Id sir dung phan ldn la gidi tre, dang tao sue ha'p ddn IcSn eho cac nha quang cao hucmg tai ddi tucmg khdeh hang nay Theo kd't qua didu tra Net Index, gan 70% ngudi sir dung Intemet d Viet Nam ed do tudi tu 15-30 Day la nhdm tudi cd ty Id ddng nhdt d Viet Nam hidn nay Ngudi tidu dimg tre la ddi tucjng khach hang muc tidu ciia rdt nhidu cac thuong hidu vf ddy la lua tudi dd tid'p can nhiing xu hucmg mdi nhdt cung nhu tdc do ndm bdt cdng nghd mcSi nhanh nhay nhdt Sir cgng hudng ciia hai yd'u to nay se khidn quang cao true tuydn trd ndn ngay cang hap ddn vdi eac doanh nghiep dang mud'n khai thac thd' manh ciia thj trudng tidu thu tre ddy tidm nang d Viet Nam Thd hai, khi tinh hinh kinh td' khd khan va ngdn .sach bj cdt giam, rat nhieu doanh nghidp se hucmg tdi cac giai phap quang cao vd tid'p thj tidt kidm mang Iai hidu qua kinh te'hon va Intemet la
lua chgn Iy tucmg nhd ]gi the kd't ndi
vdi mgt so lucmg ngudi sir dung 1cm vc5i chi phf thd'p
Mgt sd giai phap thuc day hoat dgng quang cao trite tuyen
Xdy dung Website cho doanh nghiep
De cd the thanh cdng trong vide ung dung thuang mai didn tir trong kinh doanh thi doanh nghidp edn thid't phai xay dung Website cho doanh nghidp minh Vdi Website ciia doanh nghidp thi bdt ky ngudi sir dung Intemet nao cung cd thd tim hidu ve doanh nghidp, vd san phdm cua doanh nghidp bd't ky luc nao ma
hg mudn va didu nay la mgt lgi the rat Icm ddi vdi doanh nghidp khi khach hdng cua doanh nghidp cd the
d mgi nai trdn thd' gicji va hg ed cac Ijch trinh hoan toan khac nhau Ngoai ra, thong qua Website thi doanh nghidp cd the dua ra cdc thdng tin vd doanh nghidp, vd san phdm ciia doanh nghidp mgt each nhanh chdng, day dii va chi'nh xae hoac
So 6/2010
Trang 3NGHIEN CLTU - TRAO DO!
doanh nghidp cd the phan ting mdt
each tuc thai tmcx; cac du luan hoac
bid'n ddng eiia thj trudng Bdn canh
dd do tfnh tuong tac cao ddi vcSi
khach hang thi doanh nghidp cd thd
nhan dugc cae phan hdi quy bau ttr
phfa khach hang khi hg tmy cap
Website ciia doanh nghidp
Sau khi xay dung xong Website
thi doanh nghidp cdn can thid't phai
quang ba Website ciia mfnh vf theo
Trung tam Internet Viet Nam
(VNNIC) tore thugc Bg Thdng tin vd
Tmydn thdng thi chi ridng Viet Nam
tfnh dd'n thang 10 nam 2009 da cd
de'n 125.548 tdn mien ".vn" da dugc
dang ky Nd'u khdng nd lue quang
bd, trang web ciia ban se chim trong
"dai duemg" Intemet vd nhtfng ddu tu
eho trang web se la "cdng da trang"
Vide tmyen thdng trudc hdt phai
thuc hidn tir ngi bo Chi'nh nhii'ng
nhan vidn trong cdng ty, thdng qua
cac mdi quan he ciia minh se Id
ngudi ddu tidn quang bd trang web
doanh nghiep Hay xdy dung mgt kd'
hoach quang ba lau dai vd gdn kd't
vdi hoat dgng marketing ciia doanh
nghidp: cd muc tidu, ed ngan sach,
cd theo ddi va danh gia Tuy theo
quy md doanh nghidp ma sir dung ca
nhan chuydn traeh hay thud djch vu
bdn ngoai cho cdng tac van hanh De
tang hidn didn va quang bd trang
web trdn mdi trudng Intemet, doanh
nghidp cd thd quang ba bdng cac
boat ddng nhu: dat banner, mua ttr
khoa, trao ddi link vdi cdc trang web
khac, tham gia mang cgng dong
Hidn nay, nhifng ngudi dting
Intemet da rdt quen thugc vdi eac
cdng cu tim kie'm nhu: google,
yahoo, Bing, MSN, timnhanh, xalo
khi edn tidm kidm thdng tin trdn
mang Intemet tham chf nd cdn phd
bid'n vdi ca nhiing ngudi khdng
thudng xuydn dting Intemet Bdn
canh cac ydu to ve ttr khoa vd vj trf
khi tim kidm thi yd'u to quan trgng
nhdt dd nang cao hidu qua boat dgng
kinh doanh dd van Id ndi dung
Website eiia doanh nghidp
Qudng cdo tren Website
Quang cao trdn Website la bfnh thiic quang cao phd bid'n trdn the' gidi vi nd giam dugc kha nhidu cbi phf Nhung d Viet Nam hinh thifc quang cao nay chua phdt tridn manh vf quang cdo trdn Website ciia Viet Nam cdn ngheo nan, dan didu vd thid'u tfnh djnh hucmg Hinh thuc quang cdo chi la banner va pop-up trong dd 90% la banner (theo thdng kd ciia Yahoo Viet Nam) Do dd, de ndng cao hidu qua quang cao trdn Website cac doanh nghidp khi thid't ke' banner tranh tfnh don didu ciia thdng diep quang cao cung nhu phai tao ra su tuong tac ddi vdi khach hang
Mat khac doanh nghidp cd the sir dung cac each khac ngoai vide "treo banner" nhu; web video, didu tra true tuyd'n, quang cao bdng cdc ngi dung
da phuang tidn long ghep nhu quang cao trong trd choi didn tir, quang cao trong cae tap tin am thanh va hinh anh truyen phat true tid'p Tuy nhidn, dd' dp dung cdng nghd quang cao tidn tid'n eiia thd' gidi edn cd dgi ngu chuydn gia cd trinh do chuydn mdn cao nhung dieu nay cdn phai cd thdi gian vd chi phf ldn
Qudng cdo qua thu dien tu(e-mail)
Ngay nay, nhifng ngudi sir dung Intemet ddu cd ft nhdt mgt dja chi thu didn tir va vide lam ddu tidn ciia rat nhieu ngudi khi vdo mang Intemet Id kiem tra thu didn tir
Chfnh vf su phd bid'n cita thu didn tir nhu vay ma quang cao qua thu didn tir cung duge dp dung phd bid'n trong chid'n lugc marketing ciia cae doanh nghidp Day la cdng cu mar-keting CO ban vdi chi phf ddu tu hgp
ly va kjp thdi
Nd'u nhu trudc ddy mgi ngudi ludn dgc eac biic thu ma hg nhan dugc thi hidn nay dung trudc vdn de thu rac thi boat dgng quang cdo bdng thu didn tir da gap khd khan hon rat nhidu Tuy nhidn, quang cao bdng thu didn tu vdn cd uu thd' rieng
ciia nd vd vdn cd xu huc5ng phat tridn vf theo nghidn cifu gdn day ciia Doubleclick tbi cd tdi 78% sd ngudi dugc dieu tra mud'n nhan dugc thu didn tu ttr cac doanh nghidp thucmg mai dien tir ma hg ua thfeh Chi'nh vf vay, doanh nghidp vdn dat dugc hidu qua cao ndu luu y mgt so van dd sau day khi tid'n hanh quang cao bdng thu didn tir:
Chi giri thu didn tir de quang cao true tid'p ne'u dugc phep Bdi vi vide giri thu rac khdng chi gay khd chju dd'i vdi ngudi nhan anh hucmg dd'n doanh nghiep ma cdn vi pham phap luat
Dd tranh nhdm lln vdi thu rac ddng thdi trdnh gay khd chiu cho khach hang can phai ghi rd tdn doanh nghidp vao phdn "Noi giri" Thu didn tir phai ducx; thie't kd' dep mdt, ngi dung tuyet ddi khdng ducx; cd sai sdt va phai cd gia trj ddi vdi ngudi nhan
Ngdn tir sir dung trong thu didn tir phai dam bao chi'nh xac, ngan ggn,
ro rang, chan that va cd tfnh thuyd't phuc cao
Ndn kinh td Viet Nam ngay cang phat trien va cd xu hucmg hdi nhap ngay cang sau rgng vao nen kinh td' thd' gidi Xu the nay da tao ra moi trudng canh tranh ngay cang gay gat
do dd mud'n tdn tai va phat trien ducx; trong giai doan hidn nay thi cac doanh nghidp ndi chung va cdc doanh nghidp cd iing dung thuang mai didn tir ndi ridng phai khdng ngimg nang cao hidu qua boat dgng kinh doanh ciia mfnh Mudn idm dugc dieu nay doanh nghidp phai cd
su lidn he chat che, thudng xuydn vdi thj tmdng dd cd the ndm bdt dugc ddy dil, kip thdi cac thong tin cung nhu tinh hinh bid'n dgng ciia thj trudng Chfnh vi vay, cdc doanh nghidp cdn phai ndm bat ducx: xu the
va Uu didm ciia cac phuong thuc quang cao mdi dd cd thd' nang cao hidu qua hoat dgng kinh doanh ciia doanh nghiep minh [J
Kinh te v a Dit hao So 6/2010
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