TIP TH TRONG THI I THNG TIN

NGUYN XUN NAM


Nhiu khi ti t hi mt cu hi tܪng chng nh tht ng ngn: liu trn ǩi ny c ai hiu mnh c khi cn hn chnh mnh hiu mnh ? Cu hi tܪng chng nh ng ngn y li chng ng ngn t no, bi trong mt s lnh vc no , cc nh tip th (marketers) hin i trong thi i thng tin (information age) c khi hiu v chnh chng ta cn hn chnh chng ta t hiu mnh. iu tܪng chng nh oi m y li chng oi m t no.


u phi l ngu nhin.

Mt ngܩi bn ca ngܩi vit k li mt chuyn thuc vo loi k l: mt ngy n, va i lm v nh, anh m thng th nh l thܩng, th nhng mt iu khng bnh thܩng li xy ljn vi anh: ba hay bn thip chc mng sinh nht anh ljn cng lc trong thng th. C l vi nhiu ngܩi, iu ny khng bao gi l chuyn l, th nhng, vi anh li l mt chuyn l bi chnh anh cng khng bit ngy sinh ca mnh. Vn d, m ca anh l mt ph n nng thn v cng nh nhiu ph n nng thn khc, m ca anh ta ch nh "thng nh tui Thn" ch khng cn nh r ngy no na, d ngy m lch hay Ty lch. Anh ta ni a vi ngܩi vit: "Ti l mt g Ch Pho, lm g c ngy sinh thng , lm g c sinh nht m li mng sinh nht." Sau vi ngy chim nghim iu k l ny, anh mi sc nh rng c ln anh cng t ba cho mnh mt ngy thng cho oai v c cho hn: ngy 09 thng 09 trong lc in mt t giy n, v khng ng ci ngy sinh "in cho vui" y li i vo "b nh" ca nhng ngܩi khc v anh ta li ܮc chc mng hn hoi nhn ngy sinh nht.

Sau li chc mng y, nhng ngܩi gi thip chc mng y li gy ra cho anh ta mt iu k l khc: gii thiu cho anh chic xe hi ǩi mi, kiu th thao, mu ru ng nh anh tng thm ܧc, mt ܧc m kn o tng eo ui vi anh tht l lu. Anh džc nhng trang qung co, nhng dng ch mi cho y quyn r y m mun liu mt phen: "ti i bc ti," "mua i ri, sau ra sao th ra, cng lm mi thng cy thm tr n vi trm na l cng..." Sau khi cn "thm xe" ngui xung, anh bng git mnh: "Sao ngܩi ta li bit mnh thch xe hiu g, kiu g, loi g, mu g ?..." Ti sao, ti sao ?...

Mt ngܩi bn khc mt hm nhn ܮc mt l th trong anh ܮc NJ ngh mua vi gi ǥc bit... loi phim ǥc bit ca hng XYZ, mt hng m anh thܩng xuyn i ljn tim video ni ting n Nj mua vo dp cui tun... c xong th, m hi ht tot ra, anh s run ngܩi: nh m "b" džc ܮc th tha h m nghe "su cu vng c"! Anh x nt t th promotion cho yn tm, nhng tm ca anh no yn ܮc: "V sao ngܩi ta bit anh thch film ny, ca hng ny, v bit anh a ch ny ? V sao ? V sao ?...

Nhng ngܩi bn khc li nhn nhng loi qung co v cho hng khc nh thuc l, bo, xe p, thc phm, v c cc hot Ƕng u t v ti chnh na...

iu l do tnh c, ngu nhin?...

Hon ton khng, cc bn !

Cuc tn cng thm lng nhng v cng d di!

Ngy trܧc, khi nim v marketing (tip th) khc hn vi by gi. K thut ca thi i in ton, thi i thng tin... hon ton khc hn vi ngh thut tip th trܧc y, cho nn dܧi tc Ƕng ca tin b k thut, ngnh marketing (tip th) thay ǰi mt cch tht l d di.

Cch y khng lu, ngܩi ta cn dng li "mass market." Vi li "mass market," nhng nh tip th nhm vo khi lܮng khch hng khng l ai cng nh ai c, v ai cng nhn ging nh nhau nhng hng ha ܮc sn xut hng lot hay nhng li mi cho ai cng ging ai m thi. Vi li "mass market", khng c s khc bit gia khch hng ny v khch hng n bi ai cng thuc v "that vast, undifferentiated body of consumers"...

Sau , khoa tip th tin ln mt bܧc khc: l market segmentation. iu tin b hay cng l s khc nhau cn bn gia market segmentation v mass market l vi li tip th kiu market segmentation, khch hng ܮc chia thnh t mt tp th khng phn bit thnh nhng nhm nh hn da vo mt s cc tiu chun nh tm l, gii tnh, tui tc, giu ngho, sc tc... Ti mc Ƕ market segmentation, th trܩng khch hng ܮc chia thnh tng nhm c nhng ǥc tnh ging nhau v do vy, ni dung tip th, hng ha tip th vo tng nhm khc nhau c khc nhau. V d, cc CD nhc rp t hn rng khng th no ܮc tip th vo cc bc ph huynh ln tui gc chu... hay hng ha ǡt tin khng th no ܮc gii thiu trong khu ph ngho nn ang vt v hng ngy v cuc sng...Tuy c tin b hn mass market i cht, market segmentation cng khng phi l mt phng php tip th hin i, bi vic phn nhm khch hng cng ch dng li nhm ln hay nhm b m thi.

V trong nhng nm thng qua, vi tin b ca khoa hc in ton, cc nh tip th nhy ljn mt mc tin b ng k khc: phn chia khch hng xung hng n v nh nht, l c nhn, khng cn nhm na. Bn l ai, tn tui g, sinh ngy no, thch iu g, mu g, nm qua mua hng g nhiu nht, c "c nhy" trong vic tr tin nhng mn hng mua ri ?... Tt c nhng chi tit , cc nh tip th bit v bn cn hn chnh bn t bit v mnh. Bn cn hoi nghi, phi khng? Ti xin hi bn chuyn ny nh: Bn c bao nhiu credit cards ? Th cho bn c 10 chic i nh! Bn c nh mi thng bn xi mi th th bao nhiu tin trong sut nm qua ? Bn c nh bn xi th g nhiu ? Bn c bit l tng s tin m bn xi trn mi th ? V bn c bit rng bn c tr ni ln no khi tr tin ?... C ln ti hi th vi ngܩi bn cng ta son nhng cu hi ny v khng ai tr li ܮc c. Th nhng, c nhiu ngܩi c th bit r hn chnh bn v chuyn tiu xi ca bn v khi cn c th ch cn hai ba pht l c th in ngay mt cc h s tiu xi ca bn... Nhng phng php tip th hin i trong thi i thng tin ny ܮc gi bng nhng tn gi khc nhau nh data base marketing, relationship marketing, one-to-one marketing. Vi phng php ny (d dܧi tn gi g i na), cc cng ty hay cc nh tip th su tp v tch ly hng ni thng tin v cc bn, phn loi v x l, ri a ra tin on gn kh chnh xc mc Ƕ mua sn phm ca bn... Ni nh bo Business Week: "Cc nh tip th hin bit v bn nhiu hn bao gi ht so vi trܧc v h bit cch s dng iu hiu bit y." Cc nh tip th by gi quan nim rng "trong mt th trܩng y cnh tranh v phn tn ca nhng nm 1990, khng c g mnh hn kin thc v thi quen v s thch ca tng c nhn khch hng." (In the fragmented, fiercely competitive marketplace of the 1990s, nothing is more powerful than knowledge about cusomers individual practices and preferences.)

thc hin mc tiu chin lܮc ni trn (kin thc v thi quen v s thch ca tng c nhn khch hng), nhiu cng ty m nhng cuc tn cng v cng d di nhng cng kh thm lng.

V d, vo nm 1992, cng ty General Motors Corp. phi hp vi cng ty MasterCard Nj a ra th tn dng GM. Nh vy, cng ty General Motors hin c ܮc mt khi lܮng thng tin (database) ca 12 triu ngܩi s dng th tn dng GM. T khi lܮng khch hng khng l ny, hng GM c th "thm d kin" (survey) khch hng Nj bit ܮc h ang li xe g, khi no d tnh mua xe, v h thch xe loi g. Sau khi bit ܮc kin ca khch hng, n v ph trch th tn dng chuyn nhng thng tin lin quan ljn nhng ban b ph hp Nj va lm tin NJ cho ch to, nghin cu, bn v tip th.

Cng ty gii tr Blockbuster ang s dng h thng thng tin ca 36 triu gia nh v hai triu nhng giao dch (transaction) hng ngy Nj gip nhng khch hng thu film chn film. Ti Richmond, tiu bang Virginia, cng ty ny cn th nghim h thng in ton ha m h thng ny da vo nhng ln thu film truc ca khch hng Nj a ra li khuyn cho khch hng v 10 ta phim...

Cng nh GM hay Blockbuster, Cng Ty Kraft General Foods cng tch ly ܮc mt danh sch khch hng hn 30 triu ngܩi tiu th cc sn phm ca cng ty ny. Nhng khch hng ny cung cp tn tui ca h khi gi i nhng t coupons, hay tr li nhng t qung co khuyn mi (promotions).

Cc cng ty khc nh cng xe Harley - Davidson, cng ty bnh Nabisco, hay Cng ty thuc l Philip Morris... cng c trong tay mt danh sch vi chc triu khch hng..

V d nh Cng ty Philip Morris tng tung ra chin dch khuyn mi nh tng o T-Shirt, ti ng (sleeping bags) hay nhng vt dng khc, nu khch hng in vo v tr li cc cu hi thm d kin. Bng cch ny, Cng ty Philip Morris c trong tay ljn 26 triu tn v a ch ngܩi ht thuc Nj khng ch tip th m cn Nj kim s ng h cc hot Ƕng khc ca cng ty.

Cc cng ty ny thܩng tung ra cc Ǯt thm d kin khch hng, chin dch khuyn mi, coupons... Nj tm hiu nhu cu v s thch ca ngܩi tiu th, trn bnh din c nhn cng nh tp th. R rng, cha bao gi trong lch s, cc cng ty chy ua nhau tht d di v m thm trong vic su tp bng mi gi tn tui, s thch v nhng thng tin khc ca tng khch hng.

Trn chin tip th thc s nm ch ny. Thnh cng hay tht bi ca mt cng ty cng nm ch database marketing. Gim c tip th ca mt cng m phm cn khng nh chc nch rng tip th quan trng hn chnh sn phm. Khch hng nhiu lc b thuyt phc mua sn phm. Nhng hot Ƕng tip tc li vi sn phm, nhng vic khch hng ljn vi sn phm l do tip th.

Do tnh cht quan trng chin lܮc nh th, hu ht cc cng ty hin nay NJu bng cch ny hay cch n xy dng h thng database ca mnh. Theo cng ty tip th Donnelley, 56% cc cng ty ch bin v cc cng ty bn l ang xy dng database, v thm 10% na d tnh s xy dng database v c ljn 85% cng ty cho bit rng h s c h thng tip th bng database vo nm 2000 Nj gia tng kh nng cnh tranh. Stan Rapp, mt tay bc thy trong ngnh tip th v hin l ch tch cng ty c vn tip th Cross Rapp Associates, ni: "Tip th bng database l mt trong nhng bܧc tip th quan trng nht ca nhng nm 1990."

Qua mt vi chi tit ܮc trnh by trn, qu v thy cuc tn cng d di ca cc cng ty vo vic su tp chi tit lin quan ljn khch hng trong vic hoch nh k hoch tip th.

Mi chi tit ca bn NJu ܮc lu tr:

Vi s nhy vt v k thut thit b, kh nng lu tr cng thay ǰi tng ng. Ngy trܧc, cng ty American Express ch lu tr ܮc mt s chi tit cn bn ca ngܩi ܮc cp th tn dng m thi, t tn, a ch cho ljn thi gian ܮc cp th, s tin xi trong nm ri bng th. Th nhng t khi s dng massively parallel processor ca cng ty Thinking Machines, cng ty AmEx (American Express) c th m rng vic lu tr cc chi tit khc ca khch hng. V gim c pht trin sn phm ca AmEx ni: "V cn bn, chng ti c kh nng lu tr mi chi tit".

Hin vi 70 my ti trung tm Express Decision Sciences ti Phoenix, AmEx c kh nng truy tm trong hng ni thng tin ca hng triu khch hng ca cng ty nhng thng tin nh: h mua sm ca hng no ? H du lch nhng u ? Nh hng no m h n ?...

T vic lu tr thng tin vi khi lܮng khng l, t kh nng phn loi thng tin xung mc tht chi tit, khng ch AmEx m nhng cng ty ln khc nh Philip Morris, House of Seagram, General Motors, Blockbuster Entertainment... c kh nng tung ra nhng Ǯt chin dch tip th ܮc nhm mt cch cc k chnh xc (precisely aimed offers) nh ܮc iu khin bng "v kh truy tm mc tiu bng tia lazer" vy.

Nh s tin b ca khoa hc tip th, database marketing t ܮc hiu qu hn tip th bng "junk mail" gp bao nhiu ln. Theo cc chuyn gia tip th, junk mail thܩng mang li ch t 2 ljn 4% s hi p m thi. Junk mail l g ? Theo ng Barrington I. Hill, mt ph gim c pht trin sn phm ti cng ty American Express Travel Related Services c vn phng ti London, junk mail l loi th hay bt c giy t tip th no khc "m khch hng khng h yu cu v cng khng h thch th džc." Tip th bng junk mail tr nn lc hu, t hiu qu, v ... lng ph. Trong lc , tip th bng database mang li kt qu cao hn nhiu ln. ng Hill ni: "Chng ta ang tiu dit junk mail." Mc hi p t tip th bng database vo khong t 20 ljn 30%. Nh th s hi p cao gp 10 ln ny gii thch s khc bit gia broader, more conventional direct mail (nh junk mail) v dabase-directed offers. Th mi hiu v sao cc cng ty ln khng ch hm h m cn chu chi tin cho database marketing.

Nhng u im khc ca khoa tip th bng database:

Hai u im khc ca database marketing thܩng ܮc ni ljn l kh nng nhn ra thi Ƕ, xu hܧng tiu th ca khch hng trong qu kh v kh nng mang li s tha mn v hnh phc cho khch hng.

Trong lnh vc tip th, kh nng nhn ra thi Ƕ, xu hܧng ca khch hng trong qu kh rt l quan trng. Cho ljn lc ny, cc nh tip th NJu ng rng thi Ƕ, xu hܧng tiu th ca khch hng trong qu kh l du ch tuyt vi nht biu l xu hܧng mua sm trong tng lai. Do vy, mun bit ܮc xu hܧng mua sm trong tng lai ca khch hng Nj t lp chng trnh tip th, khng c g bng h thng database. Mt v d khc l nu ch bit tn, zip code, thu nhp hng nm ca khch hng, kin thc ny khng gip nhiu cho nh tip th bng chi tit anh hay ch va mi m mt trng mc chung m iu ny c ngha rng h lp gia nh, c th tr thnh ngܩi mua nh trong tng lai, sinh con trong tng lai... Bng nhng chi tit cng nhiu, kh nng tip th thnh cng ca cng ty cng cao.

Mt ǥc im khc m cc cng ty thܩng tp trung nhiu n lc Nj thc hin l lm cho khch hng hnh phc, hi lng. Khng c g quan trng hn l lm cho khch hng hi lng. Bng s hi lng, khch hng vn tip tc li, khng tm sn phm khc hay dch v khc thay th, v ai cng bit rng gi khch hng c t tn km hn tm khch hng mi. Tip th bng database gip cho cc cng ty nhiu kh nng Nj lm cho cc khch hng ca cng ty hi lng.

Vi nhng u im chin lܮc nh vy, tip th bng database ang thng tr trn mi hnh thc tip th khc v s ng vai tr quyt nh s thnh bi ca cc cng ty.

DATABASE MARKETING: s vi phm quyn ring t ?

Tuy y uy quyn nh th, cc nh tip th cng nhn ra mt s hn ch ca database marketing. Mt s ngܩi cho rng cc nh tip th bng database xm phm vo quyn b mt ring t (privacy) ca cc c nhn v nhiu khi lm phin ljn ngܩi khc. Trong nhiu nm qua, c Lisa Tomaino lun gi b mt a ch ca c. Chng c l mt cnh st v h khng mun tit l a ch ca h. H gi ܮc mt thi gian, th nhng ljn nm ri, c Lisa khng th no gi ܮc na. Ch trong c 6 tun, c nhn hng lot junk mail ܮc gi ljn c nh l mt ngܩi m mi. Sau khi sinh n, bnh vin "bn" tn v a ch ca c cho cng ty tip th trc tip v ch trong mt thi gian ngn, tn ca c c trn hng chc cng ty khc. C Lisa ni sau : " l mt s vi phm hon ton quyn ring t ca chng ti."

Nhng trܩng hp nh c Lisa khng phi l t. Th nhng y l mt vn NJ mang tnh tranh lun khc, m hy vng rng chng ti s c dp NJ cp trong mt c hi khc.


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