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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]
(1)NGHIEN CCrU - TRAO DOI
A" QUANG CAO TRIJC TUYEN:
DOI\G LlJC PHAT TRIEI\ CUA THlJOl\G MAI DIEI\ Tif
Ngay nay, 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 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 cung 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 Day cung se la dong life va la djnh hifdng de phat then thu'dng mai dien ttf cOa chimg ta 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 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 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 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 ngay, tudn hoac bat cu khoang thdi gian nao Tfnh cap nhat ciia quang cao rat cao, cdn phai dua nhifng thdng tin mdi vd quang cdo Idn mang ngudi ta cd thd tid'n hdnh 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' 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
(2)NGHIEN 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 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 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 la cho vide kidm soat hidu qua quang cao trdn bao chf vdn chi mang tfnh tuong dd'i 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 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 cang nhidu ngudi su dung Tai Viet Nam, 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 trdn 80% thj phdn quang cao 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 quan tam hidn ciia cac nha quang cao 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 tridu USD vao nam 2010 - chid'm 1,5% thj trudng quang cdo (theo nghien cuu ciia Nielson va Yahoo) Tuy nhidn thi trudng 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 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 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 tid'p can v6i kdnh truyen thdng mdi 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 se trd 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 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 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 Theo kd't qua didu tra Net Index, gan 70% ngudi sir dung Intemet d Viet Nam ed tudi tu 15-30 Day la nhdm tudi cd ty Id ddng nhdt d Viet Nam hidn 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 ndm bdt cdng nghd mcSi nhanh nhay nhdt Sir cgng hudng ciia hai yd'u to se khidn quang cao true tuydn trd ndn 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, 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 cdng vide ung dung thuang mai didn tir 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 la mgt lgi the rat Icm ddi vdi doanh nghidp khach hdng cua doanh nghidp cd the d mgi nai trdn thd' gicji va hg ed cac Ijch trinh hoan toan khac Ngoai ra, thong qua Website thi doanh nghidp cd the dua 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
(3)NGHIEN 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 tfnh tuong tac cao ddi vcSi khach hang thi doanh nghidp cd thd nhan dugc cae phan hdi quy bau ttr phfa khach hang hg tmy cap Website ciia doanh nghidp
Sau 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 "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 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 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 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 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 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 thid't ke' banner tranh tfnh don didu ciia thdng diep quang cao cung nhu phai tao 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 trd choi didn tir, quang cao cae tap tin am 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 chuydn mdn cao nhung dieu 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 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 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 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 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 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 cang phat trien va cd xu hucmg hdi nhap cang sau rgng vao nen kinh td' thd' gidi Xu the da tao moi trudng canh tranh cang gay gat dd mud'n tdn tai va phat trien ducx; giai doan hidn 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 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