{"id":19147,"date":"2023-09-18T10:29:11","date_gmt":"2023-09-18T02:29:11","guid":{"rendered":"https:\/\/www.ematicsolutions.com\/?p=19147"},"modified":"2025-01-15T19:01:10","modified_gmt":"2025-01-15T11:01:10","slug":"performance-marketing-la-gi","status":"publish","type":"post","link":"https:\/\/www.ematicsolutions.com\/vn\/performance-marketing-la-gi\/","title":{"rendered":"Performance Marketing l\u00e0 g\u00ec? Ho\u1ea1t \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o?"},"content":{"rendered":"

Trong m\u00f4i tr\u01b0\u1eddng kinh doanh \u0111\u1ea7y th\u00e1ch th\u1ee9c hi\u1ec7n nay, c\u00e1c doanh nghi\u1ec7p ng\u00e0y c\u00e0ng ch\u00fa tr\u1ecdng v\u00e0o Performance Marketing<\/b> \u2013 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb t\u1eadp trung v\u00e0o k\u1ebft qu\u1ea3 \u0111o l\u01b0\u1eddng th\u1ef1c t\u1ebf v\u00e0 t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u su\u1ea5t. V\u1eady, Performance Marketing l\u00e0 g\u00ec v\u00e0 ho\u1ea1t \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o?<\/b>\u00a0 H\u00e3y c\u00f9ng Ematic Solutions<\/b><\/a> kh\u00e1m ph\u00e1 s\u00e2u h\u01a1n v\u1ec1 c\u00e1ch th\u1ee9c v\u1eadn h\u00e0nh c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e0y v\u00e0 l\u00fd do t\u1ea1i sao n\u00f3 \u0111ang tr\u1edf th\u00e0nh xu h\u01b0\u1edbng h\u00e0ng \u0111\u1ea7u trong c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb hi\u1ec7n nay. <\/span><\/p>\n

1. Performance Marketing l\u00e0 g\u00ec?<\/h2>\n

Performance Marketing<\/a> v\u1ed1n l\u00e0 m\u1ed9t nh\u00e1nh nh\u1ecf c\u1ee7a digital marketing. Performance Marketing d\u1ecbch ra c\u00f3 ngh\u0129a l\u00e0 ti\u1ebfp th\u1ecb hi\u1ec7u su\u1ea5t. Hi\u1ec7u su\u1ea5t n\u00e0y l\u00e0 m\u1ed9t k\u1ebft qu\u1ea3 mong mu\u1ed1n n\u00e0o \u0111\u00f3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n, nh\u01b0 \u0111\u01a1n h\u00e0ng, leads hay click.<\/span><\/p>\n

C\u1ee5 th\u1ec3 h\u01a1n, Performance Marketing Association \u0111\u1ecbnh ngh\u0129a ti\u1ebfp th\u1ecb hi\u1ec7u su\u1ea5t nh\u01b0 sau:<\/span><\/p>\n

\u201cTi\u1ebfp th\u1ecb hi\u1ec7u su\u1ea5t l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef to\u00e0n di\u1ec7n \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o v\u00e0 ti\u1ebfp th\u1ecb tr\u1ef1c tuy\u1ebfn trong \u0111\u00f3 c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o (nh\u00e0 b\u00e1n l\u1ebb ho\u1eb7c doanh nghi\u1ec7p) tr\u1ea3 ti\u1ec1n cho c\u00e1c c\u00f4ng ty ti\u1ebfp th\u1ecb khi kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd ho\u00e0n th\u00e0nh m\u1ed9t h\u00e0nh \u0111\u1ed9ng c\u1ee5 th\u1ec3; ch\u1eb3ng h\u1ea1n nh\u01b0 t\u1ea1o \u0111\u01a1n h\u00e0ng, \u0111\u0103ng k\u00fd v\u00e0o danh s\u00e1ch kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng ho\u1eb7c nh\u1ea5p chu\u1ed9t v\u00e0o c\u00e1c m\u1eabu qu\u1ea3ng c\u00e1o.\u201d<\/span><\/p>\n

\"performance-marketing-la-gi-1\"<\/a><\/p>\n

H\u00ecnh 1. Performance Marketing l\u00e0 g\u00ec<\/span><\/i><\/p>\n

\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 g\u00ec?<\/h3>\n

L\u00e0 m\u1ed9t nh\u00e0 ti\u1ebfp th\u1ecb (ho\u1eb7c m\u1ed9t c\u00f4ng ty), b\u1ea1n mu\u1ed1n k\u1ebft n\u1ed1i tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1n gi\u1ea3 v\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd \u0111\u1ebfn s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. \u0110\u1ec3 l\u00e0m \u0111i\u1ec1u n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 t\u1ea1o qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb cho nhi\u1ec1u ng\u01b0\u1eddi tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i ho\u1eb7c trong c\u00e1c k\u1ebft qu\u1ea3 c\u1ee7a Google khi h\u1ecd t\u00ecm ki\u1ebfm m\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m nh\u1ea5t \u0111\u1ecbnh. V\u1edbi ti\u1ebfp th\u1ecb hi\u1ec7u su\u1ea5t, b\u1ea1n tr\u1ea3 ti\u1ec1n t\u00f9y thu\u1ed9c v\u00e0o c\u00e1ch chi\u1ebfn d\u1ecbch c\u1ee7a b\u1ea1n ho\u1ea1t \u0111\u1ed9ng. V\u00ed d\u1ee5: b\u1ea1n c\u00f3 th\u1ec3 tr\u1ea3 ti\u1ec1n m\u1ed7i khi ng\u01b0\u1eddi d\u00f9ng nh\u1ea5p v\u00e0o qu\u1ea3ng c\u00e1o ho\u1eb7c ch\u1ec9 tr\u1ea3 ti\u1ec1n khi chi\u1ebfn d\u1ecbch t\u1ea1o ra doanh s\u1ed1 b\u00e1n h\u00e0ng.<\/span><\/p>\n

\u0110i\u1ec1u n\u00e0y ho\u00e0n to\u00e0n kh\u00e1c so v\u1edbi m\u00f4 h\u00ecnh ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng, ch\u1eb3ng h\u1ea1n nh\u01b0 qu\u1ea3ng c\u00e1o tr\u00ean b\u00e1o in, b\u1ea1n c\u1ea7n tr\u1ea3 tr\u01b0\u1edbc \u0111\u1ec3 c\u00f3 m\u1ed9t trang qu\u1ea3ng c\u00e1o c\u1ee7a m\u00ecnh l\u00ean b\u00e1o. B\u1ea1n \u0111\u00e3 \u0111\u1ea7u t\u01b0 ti\u1ec1n v\u00e0 c\u00f4ng s\u1ee9c t\u1eeb tr\u01b0\u1edbc v\u00e0 c\u00f3 r\u1ea5t \u00edt \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch qu\u1ea3ng c\u00e1o c\u1ee7a b\u1ea1n ho\u1ea1t \u0111\u1ed9ng.<\/span><\/p>\n

2. Performance Marketing ho\u1ea1t \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o?<\/h2>\n

2.1 Retailers v\u00e0 Merchants<\/h3>\n

Retailers v\u00e0 Merchants<\/span> c\u00f2n g\u1ecdi l\u00e0 nh\u00e0 qu\u1ea3ng c\u00e1o (Advertisers) trong Performance Marketing, \u0111ang t\u00ecm c\u00e1ch qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh th\u00f4ng qua \u0111\u1ed1i t\u00e1c li\u00ean k\u1ebft (Affiliate Partners), hay “nh\u00e0 xu\u1ea5t b\u1ea3n” (Publishers).\u00a0<\/span><\/p>\n

Performance marketing c\u00f3 th\u1ec3 \u0111em l\u1ea1i th\u00e0nh c\u00f4ng l\u1edbn cho c\u00e1c doanh nghi\u1ec7p b\u00e1n l\u1ebb v\u00e0 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong c\u00e1c l\u0129nh v\u1ef1c nh\u01b0 th\u1eddi trang, may m\u1eb7c, F&B, s\u1ee9c kh\u1ecfe, th\u1ec3 thao,… \u0110i\u1ec1u n\u00e0y xu\u1ea5t ph\u00e1t t\u1eeb s\u1ef1 thay \u0111\u1ed5i trong h\u00e0nh vi mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n \u0111\u1ea1i, khi h\u1ecd th\u01b0\u1eddng tin t\u01b0\u1edfng v\u00e0o l\u1eddi gi\u1edbi thi\u1ec7u t\u1eeb influencers v\u00e0 nh\u1eefng ng\u01b0\u1eddi d\u00f9ng kh\u00e1c. \u0110\u1eb7c bi\u1ec7t, trong giai \u0111o\u1ea1n quan tr\u1ecdng c\u1ee7a qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u mua h\u00e0ng, performance marketing c\u00f3 th\u1ec3 l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh gi\u00fap thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

\"performance-marketing-la-gi-2\"<\/a><\/p>\n

H\u00ecnh 2. <\/span><\/i>Retailers v\u00e0 Merchants<\/span><\/i><\/p>\n

2.2 Affiliates v\u00e0 Publishers<\/h3>\n

\u0110\u00e2y l\u00e0 nh\u00f3m \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng nh\u01b0 nh\u1eefng “\u0111\u1ed1i t\u00e1c ti\u1ebfp th\u1ecb” ch\u00ednh trong l\u0129nh v\u1ef1c performance marketing. H\u1ecd s\u1ebd nh\u1eadn s\u1ea3n ph\u1ea9m t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 qu\u1ea3ng b\u00e1. H\u01a1n n\u1eefa h\u1ecd s\u1ebd \u0111\u01b0\u1ee3c th\u01b0\u1edfng hoa h\u1ed3ng d\u1ef1a tr\u00ean hi\u1ec7u su\u1ea5t c\u1ee7a chi\u1ebfn d\u1ecbch. Affiliates v\u00e0 Publishers t\u1ed3n t\u1ea1i d\u01b0\u1edbi nhi\u1ec1u d\u1ea1ng kh\u00e1c nhau, t\u1eeb c\u00e1c trang web \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m, blog, c\u00e1c t\u1ea1p ch\u00ed tr\u1ef1c tuy\u1ebfn v\u00e0 trang web cung c\u1ea5p m\u00e3 gi\u1ea3m gi\u00e1,…<\/span><\/p>\n

C\u00f2n Influencers, nh\u1eefng ng\u01b0\u1eddi c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng, c\u0169ng l\u00e0 m\u1ed9t lo\u1ea1i Publisher \u0111\u1eb7c bi\u1ec7t. H\u1ecd kh\u00f4ng ch\u1ec9 th\u1ef1c hi\u1ec7n ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng b\u00e1 th\u00f4ng qua blog v\u00e0 c\u00e1c nh\u00f3m x\u00e3 h\u1ed9i, m\u00e0 c\u00f2n t\u1ea1o ra tr\u1ea3i nghi\u1ec7m, h\u01b0\u1edbng d\u1eabn v\u00e0 \u0111\u00e1nh gi\u00e1 c\u00e1 nh\u00e2n \u0111\u00e1ng tin c\u1eady cho kh\u00e1n gi\u1ea3 c\u1ee7a h\u1ecd, th\u01b0\u1eddng \u0111i k\u00e8m v\u1edbi \u01b0u \u0111\u00e3i ho\u1eb7c qu\u00e0 t\u1eb7ng \u0111\u1eb7c bi\u1ec7t \u0111\u1ec3 t\u0103ng th\u00eam gi\u00e1 tr\u1ecb cho c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi theo d\u00f5i.<\/span><\/p>\n

\"performance-marketing-la-gi-3\"<\/a><\/p>\n

H\u00ecnh 3. <\/span><\/i>Affiliates v\u00e0 Publishers<\/span><\/i><\/p>\n

2.3 Affiliate Networks v\u00e0 Third-Party Tracking Platforms<\/h3>\n

M\u1ea1ng l\u01b0\u1edbi \u0111\u1ed1i t\u00e1c li\u00ean k\u1ebft (Affiliate Networks) v\u00e0 c\u00e1c n\u1ec1n t\u1ea3ng theo d\u00f5i c\u1ee7a b\u00ean th\u1ee9 ba (Third-Party Tracking Platforms) l\u00e0 n\u01a1i ho\u1ea1t \u0111\u1ed9ng, k\u1ebft n\u1ed1i doanh nghi\u1ec7p v\u1edbi \u0111\u1ed1i t\u00e1c li\u00ean k\u1ebft, th\u1ef1c hi\u1ec7n nhi\u1ec1u nhi\u1ec7m v\u1ee5:<\/span><\/p>\n