Nh\u1eefng ng\u01b0\u1eddi theo d\u00f5i phi\u00ean b\u1ea3n cu\u1ed1i c\u00f9ng c\u1ee7a SXSW ch\u1eafc ch\u1eafn nh\u1eadn ra r\u1eb1ng ng\u01b0\u1eddi mua s\u1eafm tr\u1edf n\u00ean kh\u1eaft khe h\u01a1n, c\u00f3 ch\u1ee7 \u00fd v\u00e0 kh\u00f3 g\u00e2y \u1ea5n t\u01b0\u1ee3ng.Trong m\u1ed9t th\u1ebf gi\u1edbi v\u1edbi nh\u1eefng k\u00edch th\u00edch qu\u00e1 m\u1ee9c, s\u1ef1 ch\u00fa \u00fd \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t t\u00e0i s\u1ea3n khan hi\u1ebfm h\u01a1n, v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp t\u1ee5c ho\u1ea1t \u0111\u1ed9ng theo logic c\u1ee7a kh\u1ed1i l\u01b0\u1ee3ng s\u1ebd mua chi\u1ebfn \u0111\u1ea5u v\u1edbi c\u00e1c th\u1ebf h\u1ec7 m\u1edbi, nh\u1eefng ng\u01b0\u1eddi b\u1ecf qua nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng c\u00f3 nhi\u1ec1u \u0111i\u1ec1u \u0111\u1ec3 n\u00f3i.Theo ngh\u0129a n\u00e0y, \u0111\u00e1ng \u0111\u1ec3 l\u00e0m n\u1ed5i b\u1eadt m\u1ed9t s\u1ef1 khi\u00eau kh\u00edch do h\u1ed9i th\u1ea3o mang l\u1ea1i \u201cQu\u00ean kho\u1ea3nh kh\u1eafc ti\u1ebfp th\u1ecb: Ch\u00e0o m\u1eebng \u0111\u1ebfn v\u1edbi Worldbuilding\u201d: c\u00e1c th\u01b0\u01a1ng hi\u1ec7u coi c\u1ed9ng \u0111\u1ed3ng l\u00e0 k\u00eanh truy\u1ec1n th\u00f4ng \u0111ang m\u1eafc sai l\u1ea7m.<\/p>\n\n\n\n
H\u01a1n bao gi\u1edd h\u1ebft, c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng b\u00e1n l\u1ebb c\u00f3 m\u1ed9t c\u01a1 h\u1ed9i: thay v\u00ec \u0111\u1ecbnh v\u1ecb m\u00ecnh ch\u1ec9 nh\u01b0 m\u1ed9t kho \u1ea5n t\u01b0\u1ee3ng, h\u1ecd c\u00f3 th\u1ec3 \u0111\u1eb7t m\u00ecnh nh\u01b0 l\u00e0 truy c\u1eadp v\u00e0o c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi l\u1ee3i \u00edch v\u00e0 \u00fd \u0111\u1ecbnh th\u1ef1c s\u1ef1. v\u00ec v\u1eady, di\u1ec5n ng\u00f4n c\u1ea7n ph\u1ea3i t\u1eadp trung h\u01a1n nhi\u1ec1u v\u00e0o s\u1ef1 tham gia c\u00f3 li\u00ean quan c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n
Ch\u00fang ta hi\u1ec7n \u0111ang s\u1ed1ng m\u1ed9t ngh\u1ecbch l\u00fd l\u1edbn, trong \u0111\u00f3 m\u1ecdi th\u1ee9 \u0111\u00e3 thay \u0111\u1ed5i, nh\u01b0ng c\u00e1c nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n c\u1ee7a ti\u1ebfp th\u1ecb v\u1eabn gi\u1eef nguy\u00ean. ngh\u0129a l\u00e0, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh v\u1eabn l\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u k\u1ebft n\u1ed1i v\u1edbi nh\u1eefng g\u00ec th\u1ef1c s\u1ef1 quan tr\u1ecdng v\u1edbi m\u1ecdi ng\u01b0\u1eddi: ni\u1ec1m \u0111am m\u00ea, nghi l\u1ec5 v\u00e0 b\u1ea3n s\u1eafc c\u1ee7a h\u1ecd. kho\u1ea3nh kh\u1eafc kh\u00f3 kh\u0103n ch\u00ednh x\u00e1c b\u1edfi v\u00ec b\u1ea1n c\u1ea7n \u0111i\u1ec1u h\u01b0\u1edbng t\u1ed1c \u0111\u1ed9 bi\u1ebfn \u0111\u1ed5i m\u00e0 kh\u00f4ng \u0111\u00e1nh m\u1ea5t nh\u1eefng nguy\u00ean t\u1eafc quan tr\u1ecdng n\u00e0y.<\/p>\n\n\n\n
Trong b\u1ed1i c\u1ea3nh n\u00e0y, ch\u00fang ta c\u0169ng c\u00f3 nh\u1eefng chuy\u1ec3n \u0111\u1ed5i trong vai tr\u00f2 c\u1ee7a CMO, v\u1ec1 c\u01a1 b\u1ea3n \u0111\u00e3 thay \u0111\u1ed5i trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y.Ng\u00e0y nay, n\u00f3 kh\u00f4ng c\u00f2n l\u00e0 h\u00ecnh \u201cch\u1ecbu tr\u00e1ch nhi\u1ec7m cho b\u1ed9 ph\u1eadn ti\u1ebfp th\u1ecb\u201d v\u00e0 tr\u1edf th\u00e0nh m\u1ed9t ki\u1ebfn tr\u00fac s\u01b0 c\u1ee7a t\u0103ng tr\u01b0\u1edfng, k\u1ec3 t\u1eeb khi l\u0129nh v\u1ef1c n\u00e0y \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t \u0111\u1ed9ng c\u01a1 ph\u00e1t tri\u1ec3n t\u00edch h\u1ee3p h\u1ee3p nh\u1ea5t c\u00f4ng ngh\u1ec7, d\u1eef li\u1ec7u v\u00e0 s\u00e1ng t\u1ea1o.<\/p>\n\n\n\n
T\u1eeb nh\u1eefng hi\u1ec3u bi\u1ebft n\u00e0y, kh\u00e1i ni\u1ec7m x\u00e2y d\u1ef1ng th\u1ebf gi\u1edbi \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ed9t l\u1edbp th\u1eadm ch\u00ed c\u00f2n th\u1ef1c t\u1ebf h\u01a1n v\u00e0 \u0111\u1eb7c bi\u1ec7t ph\u00f9 h\u1ee3p cho v\u0169 tr\u1ee5 Retail Media.H\u01a1n vi\u1ec7c t\u1ea1o ra c\u00e1c v\u0169 tr\u1ee5 \u0111\u1ed9c quy\u1ec1n v\u00e0 c\u1ed1 g\u1eafng thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0o ch\u00fang, th\u1eddi \u0111i\u1ec3m hi\u1ec7n t\u1ea1i y\u00eau c\u1ea7u c\u00f4ng nh\u1eadn r\u1eb1ng nh\u1eefng th\u1ebf gi\u1edbi n\u00e0y \u0111\u00e3 t\u1ed3n t\u1ea1i, v\u1edbi \u0111\u1ed9ng l\u1ef1c, m\u00e3 v\u00e0 l\u00e3nh \u0111\u1ea1o c\u1ee7a ri\u00eang h\u1ecd.Vai tr\u00f2 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, do \u0111\u00f3, l\u00e0 tham gia v\u1edbi \u00fd \u0111\u1ecbnh, \u0111\u00f2i h\u1ecfi s\u1ef1 r\u00f5 r\u00e0ng v\u1ec1 n\u01a1i \u0111\u1ec3 v\u00e0o v\u00e0, \u0111\u1eb7c bi\u1ec7t, n\u01a1i kh\u00f4ng v\u00e0o.\u1ede \u0111\u00e2y, n\u00f3 c\u0169ng l\u00e0 c\u01a1 b\u1ea3n hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 \u201cthay \u0111\u1ed5i ti\u1ec1n t\u1ec7\u201dl\u00e0 g\u00ec bi\u1ec7n minh cho s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a n\u00f3 trong b\u1ed1i c\u1ea3nh \u0111\u00f3.<\/p>\n\n\n\n
Logic n\u00e0y ho\u00e0n to\u00e0n thay \u0111\u1ed5i c\u00e1ch c\u00e1c n\u1ec1n t\u1ea3ng Retail Media n\u00ean c\u1ea5u tr\u00fac c\u00e1c d\u1ecbch v\u1ee5 c\u1ee7a h\u1ecd, b\u1edfi v\u00ec trong khi tr\u01b0\u1edbc khi t\u1eadp trung v\u00e0o vi\u1ec7c cung c\u1ea5p h\u00e0ng t\u1ed3n kho v\u00e0 quy m\u00f4, b\u00e2y gi\u1edd \u0111i\u1ec1u c\u1ea7n thi\u1ebft l\u00e0 ph\u1ea3i hi\u1ec3u c\u1ed9ng \u0111\u1ed3ng n\u00e0o \u0111ang \u0111\u01b0\u1ee3c truy c\u1eadp t\u1ea1i m\u1ed7i \u0111i\u1ec3m ti\u1ebfp x\u00fac c\u1ee7a h\u00e0nh tr\u00ecnh mua h\u00e0ng. sau t\u1ea5t c\u1ea3, m\u1ed9t m\u00f4i tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, m\u1ed9t \u1ee9ng d\u1ee5ng b\u00e1n l\u1ebb ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 m\u1ed9t POS v\u1eadt l\u00fd, trong th\u1ef1c t\u1ebf, l\u00e0 nh\u1eefng kh\u00f4ng gian n\u01a1i kh\u00e1c nhau \u201cmundos c\u00f9ng t\u1ed3n t\u1ea1i, \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1edfi th\u00f3i quen, d\u1ecbp ti\u00eau d\u00f9ng v\u00e0 \u00fd \u0111\u1ecbnh c\u1ee5 th\u1ec3. b\u00ed m\u1eadt l\u1edbn l\u00e0 tham gia v\u00e0o nh\u1eefng kho\u1ea3nh kh\u1eafc n\u00e0y v\u1edbi s\u1ef1 li\u00ean quan m\u1ea1nh m\u1ebd h\u01a1n nhi\u1ec1u so v\u1edbi ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 t\u00e1c \u0111\u1ed9ng.<\/p>\n\n\n\n
M\u1ed9t ch\u1ee7 \u0111\u1ec1 kh\u00e1c \u0111\u00e1ng \u0111\u01b0\u1ee3c ch\u00fa \u00fd l\u00e0 m\u1ed1i quan h\u1ec7 v\u1edbi ng\u01b0\u1eddi s\u00e1ng t\u1ea1o, v\u00ec m\u00f4 h\u00ecnh truy\u1ec1n th\u1ed1ng, coi ng\u01b0\u1eddi s\u00e1ng t\u1ea1o l\u00e0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng thu\u00ea ngo\u00e0i, m\u1ea5t s\u1ee9c m\u1ea1nh khi \u0111\u1ed1i m\u1eb7t v\u1edbi nhu c\u1ea7u v\u1ec1 t\u00ednh x\u00e1c th\u1ef1c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.Ng\u00e0y c\u00e0ng nhi\u1ec1u, h\u1ecd n\u00ean \u0111\u01b0\u1ee3c xem l\u00e0 \u0111\u1ed3ng t\u00e1c gi\u1ea3 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, ngh\u0129a l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 thu\u1ed9c v\u1ec1 nh\u1eefng v\u0169 tr\u1ee5 n\u00e0y v\u00e0 do \u0111\u00f3, c\u00f3 t\u00ednh h\u1ee3p ph\u00e1p \u0111\u1ec3 x\u00e2y d\u1ef1ng nh\u1eefng c\u00e2u chuy\u1ec7n g\u00e2y \u0111\u01b0\u1ee3c ti\u1ebfng vang.\u0110\u1ed1i v\u1edbi ph\u01b0\u01a1ng ti\u1ec7n b\u00e1n l\u1ebb, c\u00f3 c\u01a1 h\u1ed9i l\u1edbn \u0111\u1ec3 t\u00edch h\u1ee3p ng\u01b0\u1eddi s\u00e1ng t\u1ea1o c\u1ea3 trong chi\u1ebfn d\u1ecbch v\u00e0 trong ch\u00ednh tr\u1ea3i nghi\u1ec7m mua h\u00e0ng, mang l\u1ea1i n\u1ed9i dung, \u1ea3nh h\u01b0\u1edfng v\u00e0 chuy\u1ec3n \u0111\u1ed5i theo c\u00e1ch h\u1eefu c\u01a1, ngh\u0129a l\u00e0, \u0111\u00f3 l\u00e0 nh\u1eefng ng\u01b0\u1eddi s\u00e1ng t\u1ea1o trong ph\u01b0\u01a1ng ti\u1ec7n b\u00e1n l\u1ebb c\u00f3 th\u1ec3 v\u00e0 n\u00ean l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c tr\u00ean, gi\u1eefa v\u00e0 d\u01b0\u1edbi c\u00f9ng c\u1ee7a s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng s\u1ebd \u0111\u01b0\u1ee3c nh\u00ecn th\u1ea5y \u1edf cu\u1ed1i m\u00e0n h\u00ecnh?M\u00e0n h\u00ecnh \u0111\u00f3 l\u00e0 m\u1ed9t \u0111i\u1ec1u th\u00fa v.<\/p>\n\n\n\n
T\u1ea5t nhi\u00ean, t\u1ea5t c\u1ea3 nh\u1eefng thay \u0111\u1ed5i n\u00e0y mang l\u1ea1i th\u00e1ch th\u1ee9c cho b\u00e1n l\u1ebb: th\u1ee9 nh\u1ea5t l\u00e0 t\u1eeb b\u1ecf ki\u1ec3m so\u00e1t tuy\u1ec7t \u0111\u1ed1i \u0111\u1ec3 \u1ee7ng h\u1ed9 logic gi\u00e1m tuy\u1ec3n, trong khi th\u1ee9 hai l\u00e0 \u0111\u1ea3m b\u1ea3o t\u00ednh nh\u1ea5t qu\u00e1n \u1edf quy m\u00f4, \u0111\u00f2i h\u1ecfi \u0111\u1ea7u t\u01b0 th\u1ef1c s\u1ef1 v\u00e0o d\u1eef li\u1ec7u, c\u00f4ng ngh\u1ec7, l\u1eafng nghe x\u00e3 h\u1ed9i v\u00e0 tr\u00ed tu\u1ec7 \u0111\u1ecba ph\u01b0\u01a1ng. trong m\u1ed9t m\u00f4i tr\u01b0\u1eddng n\u0103ng \u0111\u1ed9ng nh\u01b0 v\u1eady, kh\u00f4ng \u0111\u1ee7 \u0111\u1ec3 c\u00f3 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c trung t\u00e2m t\u1ed1t, b\u1edfi v\u00ec ch\u00ednh vi\u1ec7c th\u1ef1c hi\u1ec7n theo ng\u1eef c\u1ea3nh s\u1ebd quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c s\u00e1ng ki\u1ebfn truy\u1ec1n th\u00f4ng b\u00e1n l.<\/p>\n\n\n\n
Cu\u1ed1i c\u00f9ng, ch\u00fang ta c\u00f3 th\u1ec3 l\u01b0u \u00fd m\u1ed9t s\u1ef1 chuy\u1ec3n \u0111\u1ed5i quan tr\u1ecdng trong c\u00e1ch c\u00e1c m\u1ed1i quan h\u1ec7 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng trong h\u1ec7 sinh th\u00e1i n\u00e0y.C\u00f3 s\u1ef1 thay th\u1ebf c\u00e1c chi\u1ebfn d\u1ecbch \u0111\u1eb7c bi\u1ec7t v\u00e0 giao d\u1ecbch b\u1eb1ng c\u00e1c m\u1ed1i quan h\u1ec7 \u0111\u1ed1i t\u00e1c s\u00e2u s\u1eafc h\u01a1n, l\u00e2u d\u00e0i v\u00e0 t\u00edch h\u1ee3p, cho d\u00f9 v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u, ng\u01b0\u1eddi s\u00e1ng t\u1ea1o ho\u1eb7c th\u1eadm ch\u00ed v\u1edbi ch\u00ednh c\u00e1c nh\u00e0 b\u00e1n l\u1ebb.T\u1eeb b\u00e2y gi\u1edd, v\u00e0 c\u00f3 t\u00ednh \u0111\u1ebfn vi\u1ec7c th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u01b0\u1edbng b\u1edfi s\u1ef1 li\u00ean quan, tin t\u01b0\u1edfng v\u00e0 t\u1ea1o \u00fd ngh\u0129a, c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng b\u00e1n l\u1ebb c\u0169ng c\u00f3 th\u1ec3 t\u1ef1 \u0111\u1ecbnh v\u1ecb m\u00ecnh l\u00e0 ng\u01b0\u1eddi h\u1ed7 tr\u1ee3 s\u1ef1 tham gia th\u1ef1c s\u1ef1, c\u0169ng nh\u01b0 c\u00e1c trung gian truy\u1ec1n th\u00f4ng, s\u1ebd \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u00e0 s\u1ee9c m\u1ea1nh \u0111\u1ec3 ra l\u1ec7nh cho t\u01b0\u01a1ng lai, kh\u00f4ng tranh ch\u1ea5p s\u1ef1 ch\u00fa \u00fd, tr\u00ean th\u1ef1c t\u1ebf, l\u00e0m trung gian cho c\u00e1c m\u1ed1i quan h\u1ec7 v\u1edbi gi\u00e1 tr\u1ecb nh\u1eadn th\u1ee9c.<\/p>\n\n\n\n
*Felipe Malheiros l\u00e0 Gi\u00e1m \u0111\u1ed1c \u0110\u1ea1i l\u00fd t\u1ea1i Unlimitail Brasil, n\u1ec1n t\u1ea3ng Truy\u1ec1n th\u00f4ng B\u00e1n l\u1ebb c\u1ee7a T\u1eadp \u0111o\u00e0n Carrefour \u1edf Brazil<\/em>.<\/p>","protected":false},"excerpt":{"rendered":" Quem acompanhou a \u00faltima edi\u00e7\u00e3o do SXSW certamente percebeu que o shopper ficou mais exigente, intencional e dif\u00edcil de impressionar. Num mundo com excesso de est\u00edmulos, a aten\u00e7\u00e3o virou um […]<\/p>\n","protected":false},"author":1,"featured_media":1915,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,37],"tags":[47,43,48],"class_list":["post-94791","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artigos","category-tendencias","tag-artigos","tag-e-commerce","tag-tendencias"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/vi\/wp-json\/wp\/v2\/posts\/94791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/vi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/vi\/wp-json\/wp\/v2\/comments?post=94791"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/vi\/wp-json\/wp\/v2\/posts\/94791\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/vi\/wp-json\/wp\/v2\/media\/1915"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/vi\/wp-json\/wp\/v2\/media?parent=94791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/vi\/wp-json\/wp\/v2\/categories?post=94791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/vi\/wp-json\/wp\/v2\/tags?post=94791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}