{"id":23093,"date":"2021-09-08T09:30:00","date_gmt":"2021-09-08T02:30:00","guid":{"rendered":"https:\/\/adsplus.vn\/blog\/?p=23093"},"modified":"2021-09-10T15:36:58","modified_gmt":"2021-09-10T08:36:58","slug":"kien-thuc-marketing-va-cong-nghe-doi-ban-cung-tien","status":"publish","type":"post","link":"https:\/\/adsplus.vn\/blog\/kien-thuc-marketing-va-cong-nghe-doi-ban-cung-tien","title":{"rendered":"Marketing v\u00e0 c\u00f4ng ngh\u1ec7 – \u0111\u00f4i b\u1ea1n c\u00f9ng ti\u1ebfn tr\u00ean con \u0111\u01b0\u1eddng th\u00e0nh c\u00f4ng"},"content":{"rendered":"\n

B\u1ed9 ph\u1eadn Marketing v\u00e0 c\u00f4ng ngh\u1ec7 \u0111\u00e3 t\u1eebng l\u00e0 nh\u1eefng th\u1ef1c th\u1ec3 t\u00e1ch bi\u1ec7t r\u00f5 r\u00e0ng. Nh\u01b0ng v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd c\u1ee7a c\u00f4ng ngh\u1ec7 v\u00e0 c\u00e1c ki\u1ebfn th\u1ee9c Marketing<\/strong><\/a>. Ng\u00e0y c\u00e0ng c\u00f3 nhi\u1ec1u s\u1ef1 ch\u1ed3ng ch\u00e9o li\u00ean quan gi\u1eefa hai l\u0129nh v\u1ef1c n\u00e0y. \u0110\u1eb7c bi\u1ec7t l\u00e0 khi Digital Marketing \u0111\u00e3 tr\u1edf th\u00e0nh h\u00ecnh th\u1ee9c ti\u1ebfp th\u1ecb ph\u1ed5 bi\u1ebfn nh\u1ea5t hi\u1ec7n nay.<\/p>\n\n\n\n

\"ki\u1ebfn<\/figure>\n\n\n\n

Vi\u1ec7c \u00e1p d\u1ee5ng Martech \u0111\u00e3 m\u1edf r\u1ed9ng v\u1edbi t\u1ed1c \u0111\u1ed9 ph\u1ed5 bi\u1ebfn kh\u1ee7ng khi\u1ebfp trong th\u1eadp k\u1ef7 qua. V\u00e0 c\u01a1n s\u1ed1t n\u00e0y hi\u1ec7n \u0111ang kh\u00f4ng c\u00f3 d\u1ea5u hi\u1ec7u ch\u1eadm l\u1ea1i. Theo Statista, gi\u00e1 tr\u1ecb c\u1ee7a ng\u00e0nh c\u00f4ng ngh\u1ec7 Marketing hi\u1ec7n l\u00e0 h\u01a1n 121 t\u1ef7 \u0111\u00f4 la. Con s\u1ed1 n\u00e0y bao g\u1ed3m kho\u1ea3ng 8000 gi\u1ea3i ph\u00e1p c\u00f3 s\u1eb5n tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. Tuy nhi\u00ean, m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t g\u1ea7n \u0111\u00e2y c\u1ee7a Rackspace cho th\u1ea5y m\u1ed9t k\u1ebft qu\u1ea3 \u0111\u00e1ng ng\u1ea1c nhi\u00ean. K\u1ebft qu\u1ea3 ch\u1ec9 ra ch\u1ec9 22% CMO hi\u1ec3u r\u00f5 v\u1ec1 t\u1ea7m quan tr\u1ecdng, vi\u1ec7c s\u1eed d\u1ee5ng v\u00e0 l\u1ee3i \u00edch c\u1ee7a c\u00f4ng ngh\u1ec7 \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p so v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c c\u1ee7a h\u1ecd.<\/p>\n\n\n\n

V\u1edbi m\u1ee9c \u0111\u1ed9 tham gia c\u1ee7a ho\u1ea1t \u0111\u1ed9ng Marketing trong kh\u00f4ng gian k\u1ef9 thu\u1eadt s\u1ed1. C\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 c\u00f4ng ngh\u1ec7 trong c\u00e1c t\u1ed5 ch\u1ee9c. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 n\u1ed9i dung s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 \u0111\u01b0\u1ee3c m\u1ed1i quan h\u1ec7 m\u1eadt thi\u1ebft gi\u1eefa ki\u1ebfn th\u1ee9c Marketing v\u00e0 c\u00f4ng ngh\u1ec7.<\/p>\n\n\n\n

C\u00e1c CMO c\u00f3 b\u1ecb t\u1ee5t h\u1eadu v\u1ec1 ki\u1ebfn \u200b\u200bth\u1ee9c c\u00f4ng ngh\u1ec7 kh\u00f4ng?<\/strong><\/h2>\n\n\n\n

Theo Karl Hughes, ng\u01b0\u1eddi s\u00e1ng l\u1eadp Draft.dev c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i Chicago. \u00d4ng tuy\u00ean b\u1ed1 r\u1eb1ng ch\u00fang ta \u0111ang thi\u1ebfu h\u1ee5t ki\u1ebfn \u200b\u200bth\u1ee9c Marketing<\/strong><\/a> v\u00e0 c\u00f4ng ngh\u1ec7. \u00d4ng n\u00f3i: \u201cMarketing \u0111ang \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 th\u00e2m h\u1ee5t ki\u1ebfn \u200b\u200bth\u1ee9c c\u00f4ng ngh\u1ec7 \u1edf ph\u00eda \u0111i\u1ec1u h\u00e0nh v\u00e0 l\u00e3nh \u0111\u1ea1o. Nh\u01b0ng \u0111\u00f3 kh\u00f4ng ph\u1ea3i l\u00e0 l\u0129nh v\u1ef1c duy nh\u1ea5t x\u1ea3y ra \u0111i\u1ec1u \u0111\u00f3.<\/p>\n\n\n\n

Hughes cho r\u1eb1ng s\u1ef1 thi\u1ebfu h\u1ee5t ki\u1ebfn \u200b\u200bth\u1ee9c m\u1ed9t ph\u1ea7n l\u00e0 m\u1ee9c b\u00e1o \u0111\u1ed9ng m\u00e0 c\u00f4ng ngh\u1ec7 ti\u1ebfp t\u1ee5c ph\u00e1t tri\u1ec3n. Khi t\u1ef7 l\u1ec7 ch\u1ea5p nh\u1eadn t\u0103ng l\u00ean, n\u00f3 b\u1ed5 sung th\u00eam nhi\u1ec1u thu\u1eadt ng\u1eef k\u1ef9 thu\u1eadt v\u00e0o t\u1eeb \u0111i\u1ec3n CMO. Vi\u1ec7c n\u00e0y \u0111\u00e3 khi\u1ebfn vi\u1ec7c b\u1eaft k\u1ecbp tr\u1edf n\u00ean kh\u00f3 kh\u0103n h\u01a1n.<\/p>\n\n\n\n

M\u1ecdi ng\u01b0\u1eddi l\u1ea1i kh\u00f4ng \u0111\u1ed3ng \u00fd v\u1edbi Hughes<\/strong><\/h4>\n\n\n\n

Matt Ramerman, ch\u1ee7 t\u1ecbch Sinch for Marketing c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i Stockholm. \u00d4ng cho bi\u1ebft c\u00e1c CMO – v\u00e0 ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb n\u00f3i chung – kh\u00f4ng th\u1ec3 l\u00e0 k\u1ebb t\u1ee5t h\u1eadu v\u1ec1 c\u00f4ng ngh\u1ec7. \u201cTr\u00ean th\u1ef1c t\u1ebf, trong h\u1ea7u h\u1ebft c\u00e1c tr\u01b0\u1eddng h\u1ee3p. T\u00f4i c\u00f3 th\u1ec3 n\u00f3i r\u1eb1ng c\u00e1c CMO \u0111\u00e3 d\u1eabn \u0111\u1ea7u cu\u1ed9c c\u00e1ch m\u1ea1ng k\u1ef9 thu\u1eadt s\u1ed1 b\u00ean trong c\u00e1c doanh nghi\u1ec7p M\u1ef9,\u201d \u00f4ng l\u01b0u \u00fd.<\/p>\n\n\n\n

C\u00e1c CMO<\/strong><\/a> l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u1ee7ng h\u1ed9 vi\u1ec7c \u00e1p d\u1ee5ng c\u00e1c k\u00eanh m\u1edbi. Hay c\u00e1c c\u00e1ch th\u1ee9c giao ti\u1ebfp v\u00e0 c\u1ea3i thi\u1ec7n th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch t\u1eadn d\u1ee5ng c\u00f4ng ngh\u1ec7, Ramerman gi\u1ea3i th\u00edch. Tuy nhi\u00ean, \u00f4ng th\u1eeba nh\u1eadn r\u1eb1ng. \u201cTrong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p, CMO \u0111\u00e3 ch\u1eadm h\u01a1n trong vi\u1ec7c x\u00e2y d\u1ef1ng chuy\u00ean m\u00f4n n\u1ed9i b\u1ed9 \u0111\u1ec3 v\u1eadn h\u00e0nh n\u1ed9i b\u1ed9 c\u00e1c n\u1ec1n t\u1ea3ng n\u00e0y\u201d. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 s\u1ef1 ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c c\u01a1 quan b\u00ean th\u1ee9 ba \u0111\u1ec3 h\u1ed7 tr\u1ee3 c\u00f4ng ngh\u1ec7 trong c\u00e1c t\u1ed5 ch\u1ee9c.<\/p>\n\n\n\n

Laura Bedrossian, SVP v\u1ec1 truy\u1ec1n th\u00f4ng v\u00e0 ti\u1ebfp th\u1ecb t\u1ea1i Terentia c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i Toronto. C\u00f4 c\u0169ng kh\u00f4ng tin r\u1eb1ng nh\u1ea5t thi\u1ebft ph\u1ea3i c\u00f3 th\u00e2m h\u1ee5t c\u00f4ng ngh\u1ec7. Tuy nhi\u00ean, c\u00f4 \u1ea5y \u0111\u00e3 chia s\u1ebb m\u1ed9t c\u1ea3nh b\u00e1o. Do c\u00f4ng ngh\u1ec7 ti\u1ebfp t\u1ee5c thay \u0111\u1ed5i m\u1ed9t c\u00e1ch nhanh ch\u00f3ng v\u00e0 tri\u1ec7t \u0111\u1ec3. \u201cN\u1ebfu b\u1ea1n kh\u00f4ng hi\u1ec3u, b\u1ea1n s\u1ebd b\u1ecb t\u1ee5t l\u1ea1i ph\u00eda sau v\u00e0 cu\u1ed1i c\u00f9ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u0169ng v\u1eady\u201d.<\/p>\n\n\n\n

\"ki\u1ebfn<\/figure>\n\n\n\n

C\u1eadp nh\u1eadt c\u00f4ng ngh\u1ec7 v\u00e0o ho\u1ea1t \u0111\u1ed9ng Marketing<\/strong><\/h2>\n\n\n\n

C\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o ti\u1ebfp th\u1ecb ngh\u0129 r\u1eb1ng h\u1ecd c\u00f3 th\u1ec3 b\u1ecb t\u1ee5t l\u1ea1i ph\u00eda sau. Ho\u1eb7c n\u1ebfu kh\u00f4ng mu\u1ed1n t\u1ee5t h\u1eadu trong t\u01b0\u01a1ng lai ph\u1ea3i t\u00ecm c\u00e1ch thu h\u1eb9p kho\u1ea3ng c\u00e1ch v\u1ec1 k\u1ef9 n\u0103ng.<\/p>\n\n\n\n

Bedrossian n\u00f3i: \u201c\u0110\u00f3 l\u00e0 t\u1ea5t c\u1ea3 v\u1ec1 vi\u1ec7c h\u1ecdc h\u1ecfi v\u00e0 t\u00f2 m\u00f2. M\u1eb7c d\u00f9 s\u1ef1 t\u00f2 m\u00f2 c\u00f3 th\u1ec3 l\u00e0 thu\u1eadt ng\u1eef s\u00e1o r\u1ed7ng \u0111\u1ec3 n\u00e2ng cao ki\u1ebfn th\u1ee9c Marketing, nh\u01b0ng n\u00f3 v\u1eabn \u0111\u00fang. \u0110\u1eb7c bi\u1ec7t l\u00e0 khi giao d\u1ecbch v\u1edbi c\u00f4ng ngh\u1ec7. C\u00e1c CMO<\/strong><\/a> n\u00ean th\u01b0\u1eddng xuy\u00ean li\u00ean l\u1ea1c v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c c\u1ee7a h\u1ecd, \u0111\u1eb7c bi\u1ec7t l\u00e0 CIO ho\u1eb7c CTO. H\u1ecd d\u00f9ng c\u00e1ch n\u00e0y \u0111\u1ec3 hi\u1ec3u c\u00e1c v\u1ea5n \u0111\u1ec1 c\u00f4ng ngh\u1ec7 \u0111ang di\u1ec5n ra. Ho\u1eb7c nh\u1eefng \u0111i\u1ec1u th\u00fa v\u1ecb m\u00e0 h\u1ecd \u0111ang nh\u1eadn th\u1ea5y tr\u00ean th\u1ecb tr\u01b0\u1eddng. \u0110\u1ecdc n\u1ed9i dung li\u00ean quan \u0111\u1ebfn ti\u1ebfp th\u1ecb l\u00e0 ch\u01b0a \u0111\u1ee7. Thay v\u00e0o \u0111\u00f3, h\u1ecd n\u00ean \u201cm\u1edf r\u1ed9ng sang c\u00e1c \u1ea5n ph\u1ea9m v\u00e0 s\u00e1ch kh\u00e1c c\u00f3 th\u1ec3 t\u1eadp trung h\u01a1n v\u00e0o c\u00f4ng ngh\u1ec7.\u201d c\u00f4 g\u1ee3i \u00fd.<\/p>\n\n\n\n

Nh\u01b0 v\u1edbi b\u1ea5t k\u1ef3 vai tr\u00f2 n\u00e0o kh\u00e1c, c\u00f3 r\u1ea5t nhi\u1ec1u th\u00f4ng tin \u0111\u1ec3 ti\u1ebfp t\u1ee5c h\u1ecdc h\u1ecfi v\u00e0 x\u00e2y d\u1ef1ng k\u1ef9 n\u0103ng. Hughes n\u00f3i: \u201cH\u00e3y xem c\u00e1c kh\u00f3a \u0111\u00e0o t\u1ea1o v\u00e0 kh\u00f3a h\u1ecdc martech \u0111\u01b0\u1ee3c ch\u1ea5p thu\u1eadn. V\u00e0 coi n\u00f3 nh\u01b0 m\u1ed9t c\u00e1ch \u0111\u1ec3 c\u1ea3i thi\u1ec7n k\u1ef9 n\u0103ng k\u1ef9 thu\u1eadt c\u1ee7a b\u1ea1n, b\u1ea5t k\u1ec3 tr\u00ecnh \u0111\u1ed9 hi\u1ec7n t\u1ea1i c\u1ee7a b\u1ea1n l\u00e0 g\u00ec.<\/p>\n\n\n\n

C\u00e1c l\u0129nh v\u1ef1c kh\u00e1c \u0111\u1ec3 CMO t\u1eadp trung<\/strong><\/h2>\n\n\n\n

Ngo\u00e0i vi\u1ec7c n\u00e2ng cao ki\u1ebfn \u200b\u200bth\u1ee9c c\u00f4ng ngh\u1ec7 c\u1ee7a h\u1ecd. C\u00e1c Marketer n\u00ean t\u1eadp trung n\u1ed7 l\u1ef1c v\u00e0o \u0111\u00e2u? <\/p>\n\n\n\n

Hi\u1ec3u d\u1eef li\u1ec7u<\/strong><\/h3>\n\n\n\n

Bedrossian n\u00f3i: \u201cC\u00e1c CMO n\u00ean t\u1eadp trung v\u00e0o v\u00e0 c\u00f3 hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 d\u1eef li\u1ec7u v\u00e0 ph\u00e2n t\u00edch. Trong th\u1ebf gi\u1edbi \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi c\u00f4ng ngh\u1ec7 c\u1ee7a ch\u00fang ta. Vi\u1ec7c \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean d\u1eef li\u1ec7u l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft. Ngay c\u1ea3 khi h\u1ecd kh\u00f4ng c\u00f3 t\u1ea5t c\u1ea3 ki\u1ebfn th\u1ee9c marketing<\/strong><\/a>, b\u1eb1ng c\u00e1ch bi\u1ebft c\u00e1ch ph\u00e2n t\u00edch v\u00e0 \u0111\u01b0a ra \u0111\u00e1nh gi\u00e1. H\u1ecd v\u1eabn c\u00f3 th\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh s\u00e1ng su\u1ed1t v\u1ec1 c\u00f4ng ngh\u1ec7 hi\u1ec7n c\u00f3. V\u00e0 t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 t\u00ecm c\u00e1ch th\u00fac \u0111\u1ea9y doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n.<\/p>\n\n\n\n

X\u00e2y d\u1ef1ng chuy\u00ean m\u00f4n n\u1ed9i b\u1ed9<\/strong><\/h3>\n\n\n\n

N\u1ebfu b\u1ea1n kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t chuy\u00ean gia. Gi\u1ea3i ph\u00e1p l\u00fd t\u01b0\u1edfng l\u00e0 c\u00f3 nh\u1eefng ng\u01b0\u1eddi gi\u1ecfi nh\u1ea5t xung quanh b\u1ea1n \u0111\u1ec3 gi\u00fap b\u1ea1n l\u1ea5p \u0111\u1ea7y kho\u1ea3ng tr\u1ed1ng. \u0110\u1ed1i v\u1edbi c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o ti\u1ebfp th\u1ecb, \u0111i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 l\u1ea5p \u0111\u1ea7y nh\u00f3m ti\u1ebfp th\u1ecb c\u1ee7a h\u1ecd v\u1edbi nh\u1eefng ng\u01b0\u1eddi c\u00f3 ki\u1ebfn \u200b\u200bth\u1ee9c \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh v\u1ec1 c\u00f4ng ngh\u1ec7. H\u1ecd tin r\u1eb1ng \u0111\u00e2y l\u00e0 nh\u1eefng ng\u01b0\u1eddi c\u00f3 th\u1ec3 \u0111\u00f3ng g\u00f3p v\u00e0o vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh.<\/p>\n\n\n\n

T\u1eadn d\u1ee5ng c\u00e1c chuy\u00ean gia b\u00ean ngo\u00e0i<\/strong><\/h3>\n\n\n\n

Trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p, r\u1ea5t kh\u00f3 \u0111\u1ec3 t\u00ecm \u0111\u01b0\u1ee3c c\u00e1c chuy\u00ean gia hi\u1ec3u bi\u1ebft \u0111\u1ee7 v\u1ec1 c\u00f4ng ngh\u1ec7. \u0110\u1ed1i v\u1edbi nh\u1eefng t\u00ecnh hu\u1ed1ng nh\u01b0 th\u1ebf n\u00e0y. Ramerman \u0111\u1ec1 ngh\u1ecb c\u00e1c CMO n\u00ean nh\u00ecn ra b\u00ean ngo\u00e0i t\u1ed5 ch\u1ee9c c\u1ee7a h\u1ecd. \u00d4ng n\u00f3i: \u201cC\u00e1c \u0111\u1ea1i l\u00fd v\u00e0 nh\u00e0 t\u00edch h\u1ee3p h\u1ec7 th\u1ed1ng c\u1ee7a b\u00ean th\u1ee9 ba c\u00f3 kinh nghi\u1ec7m xuy\u00ean ng\u00e0nh to\u00e0n c\u1ea7u, s\u00e2u r\u1ed9ng m\u00e0 th\u01b0\u1eddng kh\u00f4ng th\u1ec3 so s\u00e1nh \u0111\u01b0\u1ee3c v\u1edbi n\u1ed9i b\u1ed9\u201d. B\u1eb1ng c\u00e1ch d\u1ef1a v\u00e0o nh\u1eefng chuy\u00ean gia n\u00e0y. B\u1ea1n c\u00f3 th\u1ec3 duy tr\u00ec m\u1ecdi th\u1ee9 \u0111i \u0111\u00fang h\u01b0\u1edbng v\u1edbi doanh nghi\u1ec7p. Ngay c\u1ea3 khi ki\u1ebfn \u200b\u200bth\u1ee9c n\u1ed9i b\u1ed9 c\u00f2n thi\u1ebfu s\u00f3t. \u0110i\u1ec1u n\u00e0y cho ph\u00e9p c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o ti\u1ebfp th\u1ecb v\u00e0 c\u00e1c nh\u00f3m n\u1ed9i b\u1ed9 t\u1eadp trung v\u00e0o chi\u1ebfn l\u01b0\u1ee3c v\u00e0 c\u00e1c l\u0129nh v\u1ef1c kh\u00e1c m\u00e0 h\u1ecd xu\u1ea5t s\u1eafc.<\/p>\n\n\n\n

Adsplus.vn<\/a><\/strong><\/h4>\n\n\n\n

C\u1ea3m \u01a1n b\u1ea1n \u0111\u00e3 xem b\u00e0i vi\u1ebft <\/em>n\u00e0y. H\u00e3y c\u1eadp nh\u1eadt th\u00eam c\u00e1c b\u00e0i vi\u1ebft t\u1eeb Adsplus \u0111\u1ec3 bi\u1ebft th\u00eam nh\u1eefng th\u00f4ng tin m\u1edbi nh\u1ea5t v\u1ec1<\/em> Marketing.<\/em> V\u00e0 c\u00e1c Tips ch\u1ea1y qu\u1ea3ng c\u00e1o hi\u1ec7u qu\u1ea3.<\/em><\/p>\n\n\n\n