Chuang 3
MARKETING DieN
3.1. Timg quan ye marketing din
tir
3.1.1. Ccic khcii niem &in ve E-marketing
Marketing da hinh thanh tir rat lau ding voi su phat trien dm hog dOng
thucmg mai. Tuy nhien markting dien tit thi moi chi ph6 bien trong hcm 15
narn tra lai day. Hien nay c6 nhieu each hieu marketing dien tir, sau day la
mot s6 khai niem dien hinh ve marketing dien
Marketing dien tir la qua trinh lap Ice hoach ve san pham, gia, phan ph6i
va xuc tien d6i voi san pham, dich vu va y tuC'mg
a
dap irng nhu eau cua t6
chirc va ca nhan - dua ten cac phucmg tien dien tix va Internet.
9
Marketing dien tit bao g6m tat ca cac hog dOng
c16
thoa man nhu cau
va mong mu6n cua khach hang thong qua Internet va cac phucmg tien dien
tit
10
Marketing dien tir la viec umg dung mang Internet va cac phuang tien
dien tir (web, e-mail, co so du lieu, multimedia, Smartpohone...) de tien
hanh cac hog dOng marketing nham dat duce cac myc tieu cua t6' chirc va
duy tri quan he khach hang thong qua viec nang cao hieu biet ve khach hang
(thong tin, hanh vi, gia tri, mire dO trung thanh... tir d6 tien hanh cac hog
dOng Vic lien huang muc tieu va cac dich vu qua mang huong tOi thoa man
nhu eau cua khach hang."
Ve co. ban, marketing dien tit dugc hieu la cac hoat Ong marketing
dugc tien hanh qua cac phucmg tien dien tir va mpg vien thong. Trong do,
phucmg tien dien to co the la may tinh, dien thoai di Ong, Smartpohone
can mang vien thong c6 the la Internet, mang thong tin di dOng...
9
Philip Kotler, Marketing Management, 11 Edition, 2007
I°
Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 2000
http://www.davechaffey.com/Internet-Marketing
143
3.1.2. Cele hinh thar phdt trim cd ban cua marketing elifn tit
Nhin chung marketing dien tir trai qua 3 giai clop phat trien:
Thong tin:
cac hoat dOng marketing dien tir nham giai thieu, quang IA
hinh anh doanh nghiep, san pham dich vu cua doanh nghiep thong qua cac
website, catalogue dien tir...
Giao dich: cac hoat dOng giao dich truc tuyen, to Ong Ma cac quy
trinh kinh doanh, phuc vv khach hang
tot
han, thuan tien, an tom va hieu
qua han trong ban le, dich vv ngan hang, thi tnrong chung khoan....
Tuning tic: ph6i hap, lien ket gifra nha cung cap, nha san
xuat,
nha
phan ph6i... thong qua chia se cac he thiing th8ng tin, phoi hap cac quy trinh
san xuat, kinh doanh
a
hoat dOng hieu qua nhat, dien hinh la cac hang san
xuat 8 to, may tinh...
* NM
-
mg hoot dOng Marketing dien ter ph a biln
- Marketing trIrc tie!) bang e-mail.
- Giri thong diep quang cao qua Internet den cac thiet bi dien tir nhu
dien thoai di Ong, fax...
- Djch vv khach hang th8ng qua cac cong cu tren web va Internet
nhu
chat, voice, video conference, net meeting.
- Thuc hien dieu tra $r kien khach hang to dOng bang bLg cau hoi tren
web.
- DLg 14 tren cac sari giao dich, cling thuang mai dien dr.
- T6 chirc cac dien din de tim hieu
SI
kien khach hang.
- Tit 2009 xuat hien hinh thuc Marketing dien tit qua mang xa hOi
*
So scinh marketing dien ter vet marketing truydn thong
Co the khang dinh rang mvc tieu dm marketing dien tir va truyen th6ng
khong khac nhau. Jeff Bezos — nguori sang lap va Ong thoi la chit tjch cua
Amazon.com
, mOt trong nhimg ding ty kinh doanh qua mang hang dau the
giOi voi doanh s6 narn 2009 khoang 29 ty USD
da
phat bieu rang: "Mai
cong ty dL phai chit trong t6i khach hang, huong teri nhu cL cua khach
hang truac khi de cap tai sin pharn dm minh, cho dii trong thoi dai ding
144
nghe thong tin hay cac theri dai khac". D6i von doanh nghiep, muc tieu cua
marketing dien tir khong khac von marketing truyen thong, du la doanh s6,
lgi nhuan, thi phan... Jeff Bezos ding nhin xet ye Amazon.com
nhu sau:
"Cluing toi khong phai la nha phem phai sach bao
ChY ng toi cfing khong phai la nguoi ban bang dia nhac
Chzing toi cling khong phai la nhang nha kinh doanh phim anh
Va cling khong phai la cong ty chuyen ban ddu gia, ma
Chang toi la cong ty phyc vu khach hang."
DiL nay cho thay, trong tiled dai cong nghe thong tin hien nay,
marketing dien tir hay truyen th6ng deu huong tori cimg mot d6i tugng, d6 la
khach hang.
Tuy nhien, marketing dien tir khac vii marketing truyen th6ng a hai
diem chinh d6 la:
mai truirng kinh doanh va pluming tin thvc WO.
D6i
von moi truing kinh doanh, marketing dien tir tip trong vao cac hog dung
marketing trong moi tnremg Internet va Web. Den nay marketing dien tir co
the ma rung moi truing ra cac mpg vin th8ng khac nhu mang th8ng tin di
Ong nha six hOi to cua cac mang vigil thong. Ve phucmg tien thirc hien:
marketing dien tir sir di
v
ing Internet va cac thiet bi dien tir nhu may tinh,
PDA, dien thoai di Ong va cac thiet bi dien tir khac.
Ban chit dm marketing dien tir khong khac so voi marketing truyen
th6ng, van nhAm thoa man nhu ciu cua khach hang. Tuy nhien, khach hang
trong thai dai cong nghe thOng tin se co nhang d4c diem khac ved khach
hang truyen th6ng; h9 co th6i quen tier) can th'6'ng tin khac von truyen th6ng,
h9 danh gia cac lua ch9n ve hang h6a dich vu dira tren cac
ngu6n
thong tin
hanh dOng mua hang khi thirc hien qua mang ding khac so vOi truyen
th6ng. Ban chit marketing khong thay d6i, van la mOt qua trinh trao d6i
thong tin va kinh ye. Marketing dien tit van bao g6m tir viec xac dinh nhu
eau den lip cac ke hoach marketing hiln hop d6i von san phim, dich
tuemg, sau d6
tien
hanh va kiem tra de thirc hien cac muc dich cua
t6
chirc
va ca than. Tuy nhien, phucmg thirc lien hanh marketing dien tir khac vii
marketing truyen tilling: Marketing truyen thong can rat nhieu cac phucmg
tien khac nhau nhu tap chi, to rot thu, dien thoai, fax... khien cho sir phi
145
hop giita cac b0 phan kho khan han, ton nhieu th6i gian han; con marketing
dien tit thong qua cac mang
vin
thong, dac biet la Internet, va cac phuang
tien dien tit c6 the tien hanh
tat
ca cac hoat dOng khac dm marketing nhu:
nghien ciru thi truing, quang cao, thu thap y kien phan h6i tit phia ngueyi
tieu dung, mua sam, san xuat, ban hang, dich vi sau mot each nhanh
chong, hieu qua vai chi phi thdp.
3.1.3. tru di'm cfia marketing dien tie so yeti marketing truydn thong
rjc rte3 giao dich
nhanh han, vi di quang cao qua email, phan ph6i cac
san phdm s6 hoa nhu am nhac, game, phAn mem, e-books, ho trg khdch
hang qua cac forum, netmeeting...
Thai gian hogt dg'ng
lien tic 24/7/365, to dOng hoa cac giao dich, vi du
nhu mua sam ten Amazon.com
, mua ye may bay qua mang tai
Priceline.com
, dau gia qua mang tren eBay.com
,...
Phgm vi hogt (Ong
town cdu, cac rao can tham nhap thi tru
i
ng c6 the bi
ha thdp, kha nang tiep can thong tin thi truing cua cac doanh nghiep va
nguin tieu dung dugc nang cao. Vi du nhu cac doanh nghiep tai Viet Nam
co the tim tau thi truing Chau Au, My, Nhat thong qua cac website thong
tin thi true:mg
Da dgng hda san pham
do khdch hang c6 the tier) can nhieu san phdm,
dich vi him d6ng theyi nha cung cap cung co kha nang ca biet h6a
(customize) san phdm phii hop vii cac nhu eau khac nhau cua khdch hang
nha kha nang thu thap thong tin ve khdch hang qua Internet
a
clang han, vi
(Iv de mua may tinh, khdch hang c6 the tham khao cac san phdm cua nhieu
nha san xudt khac nhau thong qua website cua ho, so sanh gia ca, th8ng s6
ky
thuat...
Tang cire•ng quan hf khdch hang
nhO kha nang to:mg tac, chia se
th8ng tin giita doanh nghiep voi khdch hang cao han, dich vi tot him, thai
gian hoat dOng lien tic 24/7 thong qua cac dich vi true tuyen, cac website
dien dan, FAQs...
Tu
diing hda cac giao dick
thong qua cac phdn mem thuang mai dien
t* (shopping cart), doanh nghiep co the phtic vi khdch hang
tot
han vb i chdt
luting dich vi on dinh han.
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3.1.4. The &Ong ciia thuang mai dien ter din hoca Ong marketing
Nghien din thi truirng: MIA
mat thuang mai dien tir hoan thien, nang
cao hieu qua cac hoat Ong nghien ciru thi truorng truyen th6ng, mot mat to
ra cac hog Ong mad giiip nghien ciru thi tru&ng hieu qua horn. Cac hog
Ong nhu phang van theo nham, phong Van sau dugc thuc hien true tuy6n
thong qua Internet; hoat dOng dieu tra bang bang cau had dugc thuc hien qua
cong cu teen nen web lien 19i, nhanh va chinh xac horn.
Hanh vi khich hang:
Hanh vi khach hang trong thuang mai dien tir
thay doi
nhiu
so vad trong thuang mai truyen th6ng do dac thin cua moi
truarng kinh doanh mai. Cac giai down xac dinh nhu cAu, tim kiem thong tin,
danh gia lua ch9n, hanh Ong mua va phan irng sau khi mua hang deu ca th6
bi tac d(ing ban Internet va Web.
Vi du: MO hinh AIDA tren Amazon.com
+Attention: Website phai thu but su chii y dm nguati xem (dep, an
tugng, tham my cao).
+
Interest: Website cung cap cac san pham, dich vu, thong tin pha hgp
nhu cAu khach hang muc tieu.
+Desire: Website c6 cac bien phap xuc tin de tao mong mu6n mua
hang nhu giam gia, qua tang.
+ Action: Form mAu dep, tien lgi, an town de khach hang thuc hien giao
dich de clang.
Phan dol.tn thi trutrng va thi truoug muc tieu:
Cac tieu chi
a
Iva
chon thi twang muc tieu dua vao tu6i tac, giai tinh, gido due, thu nhap,
vimg dugc b6 sung them bad cac tieu chi dac biet khac cua Thuong
mai dien ter nhu mire d6 sir dung Internet, thu dien tir, cac dich vu tren
web... Vi du. Cac website game online va Cars online tap trung vao cac
nhom khach hang khac nhau.
Dinh vi sin phtim:
Cac tieu chi d6 dinh vi san pham cung thay doi tir
gia re nhat, chat lucmg cao
that,
dich vu
tot
nhat, phan ph'6i nhanh nhat
dugc b6 sung them nhtmg tieu chi ciia rieng thuang mai dien tir nhu nhieu
san pham that (Amazon.com), dap img moi nhu cAu cua ca than va doanh
147