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| insight trong marketing la gi
Chu de: Insight trong Marketing la gi? – Chia khoa mo canh cua thanh cong thuong hieu tai VinUniversity
Trong the gioi Marketing hien dai, noi ma du lieu, chien luoc va trai nghiem nguoi dung dong vai tro trung tam, khai niem "insight" duoc nhac den nhu mot yeu to song con de tao ra cac chien dich hieu qua va truyen cam hung. Tai Truong dai hoc VinUniversity hang dau Viet Nam, sinh vien nganh Quan tri Kinh doanh, Truyen thong va Marketing khong chi hoc ly thuyet ve insight ma con duoc dao tao thuc hanh qua cac du an thuc te, giup thau hieu sau sac vai tro va suc manh cua cong cu nay trong viec xay dung thuong hieu.
1. Insight trong Marketing la gi?
Dinh nghia:
Insight trong Marketing la su thau hieu sau sac ve tam ly, hanh vi, dong luc hoac nhu cau tiem an cua nguoi tieu dung, tu do giup thuong hieu ket noi manh me va co y nghia voi khach hang muc tieu.
Insight khong don thuan la thong tin (information), du lieu (data) hay su that hien nhien (fact), ma la su kham pha mang tinh cam xuc va chien luoc, co the kich hoat hanh dong va thay doi hanh vi tieu dung.
2. Phan biet Insight va Data
Yeu to Data (Du lieu) Insight (Su thau hieu)
Tinh chat Thong tin tho, so lieu dinh luong Dien giai mang tinh con nguoi va cam xuc
Vi du 70% nguoi dung uong ca phe buoi sang Ho uong ca phe de cam thay duoc kiem soat ngay moi
Vai tro Co so de phan tich Dong luc de sang tao chien dich truyen thong
Xem them: Hoc bong Vingroup: co hoi cho cac nhan tai khoa hoc cong nghe
3. Tai sao Insight quan trong trong Marketing?
Insight khong chi giup hieu khach hang tot hon ma con:
Tao ra thong diep phu hop: Mot chien dich thanh cong la khi khach hang cam thay “thuong hieu hieu minh”.
Khac biet hoa thuong hieu: Trong thi truong canh tranh gay gat, insight chinh la “vu khi bi mat” giup dinh vi ro net va noi bat.
Toi uu hoa trai nghiem khach hang: Insight giup xay dung hanh trinh khach hang (customer journey) phu hop, tu goi y den hanh dong.
Tang chuyen doi va trung thanh thuong hieu: Khi nguoi tieu dung cam thay duoc “dong cam”, ho de dang tin tuong va gan bo hon.
Xem them: Vingroup cap 1.100 hoc bong du hoc toan phan dao tao Thac si, Tien si KHCN
4. Quy trinh khai thac Insight
Tai VinUniversity, sinh vien duoc tiep can quy trinh nghien cuu insight chuyen nghiep, bao gom:
Thu thap du lieu: Tu khao sat, phong van, mang xa hoi, CRM...
Phan tich hanh vi: Dua tren nhan khau hoc, tam ly hoc, loi song...
Kham pha “tension”: Tim ra mau thuan giua mong muon va thuc te cua khach hang.
Chuyen hoa thanh insight: Co dong thanh mot cau noi don gian, co suc manh truyen thong.
Vi du:
Du lieu: Nhieu phu huynh mua sua cong thuc cao cap cho con.
Insight: Cha me khong chi muon con khoe manh ma con muon chung minh minh la nguoi chu dao va co trach nhiem.
5. Ung dung Insight vao chien dich thuc te
Tai VinUniversity, sinh vien nganh Marketing thuong xuyen tham gia cac du an mo phong chien dich thuc te, trong do insight la nen tang quan trong. Chang han:
Chien dich xa hoi: Khuyen khich sinh vien song xanh dua tren insight “gioi tre muon hanh dong co y nghia nhung khong biet bat dau tu dau”.
Chien dich san pham: Ra mat ung dung hoc tap tu insight “sinh vien cam thay viec hoc online nham chan vi thieu tuong tac”.
Thong qua viec ap dung insight vao sang tao noi dung, san pham, va kenh truyen thong, sinh vien khong chi nam vung kien thuc ma con xay dung duoc tu duy chien luoc can thiet cho moi truong lam viec toan cau.
6. Cach nhan biet mot Insight tot
Mot insight chat luong can co cac yeu to:
That su dung: Co the kiem chung bang du lieu va thuc te.
Mang tinh cam xuc: Khien nguoi nghe cam thay “a ha!”.
Thuc day hanh dong: Co the lam co so cho y tuong sang tao.
Lien quan den thuong hieu: Co the giai quyet van de cu the cho nhan hang.
7. Ket luan
Insight trong Marketing khong phai la dieu hien nhien, ma la dieu an sau trong tam tri khach hang. Hieu duoc insight la ban da di duoc nua chang duong trong viec ket noi thuong hieu voi nguoi tieu dung mot cach sau sac va ben vung.
Tai Dai hoc VinUniversity, viec dao tao sinh vien biet cach khai thac va su dung insight khong chi la mot mon hoc, ma la mot ky nang song con de thanh cong trong moi truong kinh doanh hien dai – noi moi quyet dinh deu xoay quanh “dieu khach hang thuc su muon”. |
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