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B\u00cd QUY\u1ebeT\u0110\u1ec2 CMO TH\u00c0NH C\u00d4NG
CMO (Chief Marketing Officer - gi\u00e1m\u0111\u1ed1c marketing) l\u00e0 m\u1ed9t ch\u1ee9c v\u1ee5 qu\u1ea3n l\u00fd cao
c\u1ea5p, ch\u1ecbu tr\u00e1ch nhi\u1ec7m v\u1ec1 marketing trong m\u1ed9t c\u00f4ng ty.

Th\u00f4ng th\u01b0\u1eddng, v\u1ecb tr\u00ed n\u00e0y s\u1ebd b\u00e1o c\u00e1o tr\u1ef1c ti\u1ebfp k\u1ebft qu\u1ea3 c\u00f4ng vi\u1ec7c cho t\u1ed5ng gi\u00e1m\u0111\u1ed1c (CEO). Vai tr\u00f2 v\u00e0 tr\u00e1ch nhi\u1ec7m c\u1ee7a CMO li\u00ean quan

\u0111\u1ebfn vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m,
truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb, nghi\u00ean c\u1ee9u
th\u1ecb tr\u01b0\u1eddng, ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng,
ph\u00e1t tri\u1ec3n k\u00eanh ph\u00e2n ph\u1ed1i, quan h\u1ec7
c\u00f4ng ch\u00fang, qu\u1ea3n tr\u1ecb b\u00e1n h\u00e0ng\u2026

Do\u0111\u1eb7c th\u00f9 c\u1ee7a ch\u1ee9c v\u1ee5, CMO ph\u1ea3i\u0111\u1ed1i m\u1eb7t v\u1edbi nhi\u1ec1u l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n ph\u1ee9c t\u1ea1p,\u0111\u00f2i h\u1ecfi ph\u1ea3i c\u00f3 n\u0103ng l\u1ef1c to\u00e0n di\u1ec7n v\u1ec1 c\u1ea3 chuy\u00ean m\u00f4n l\u1eabn qu\u1ea3n l\u00fd. Th\u00e1ch th\u1ee9c n\u00e0y bao g\u1ed3m vi\u1ec7c x\u1eed l\u00fd nh\u1eefng c\u00f4ng vi\u1ec7c h\u00e0ng ng\u00e0y, ph\u00e2n t\u00edch c\u00e1c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng k\u1ef9

n\u0103ng, t\u1ed5 ch\u1ee9c v\u00e0\u0111\u00f4n\u0111\u1ed1c nh\u00e2n vi\u00ean th\u1ef1c hi\u1ec7n hi\u1ec7u qu\u1ea3 c\u00f4ng t\u00e1c marketing t\u1ea1i c\u00f4ng ty.

CMO\u0111\u00f3ng vai tr\u00f2 c\u1ea7u n\u1ed1i gi\u1eefa b\u1ed9
ph\u1eadn marketing v\u1edbi c\u00e1c b\u1ed9 ph\u1eadn

ch\u1ee9c n\u0103ng kh\u00e1c nh\u01b0 s\u1ea3n xu\u1ea5t, c\u00f4ng ngh\u1ec7 th\u00f4ng tin, t\u00e0i ch\u00ednh\u2026 nh\u1eb1m ho\u00e0n th\u00e0nh m\u1ee5c ti\u00eau chung c\u1ee7a c\u00f4ng ty. H\u01a1n th\u1ebf n\u1eefa, CMO c\u00f2n l\u00e0 m\u1ed9t nh\u00e0 t\u01b0 v\u1ea5n cho CEO trong vi\u1ec7c\u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c c\u00f4ng ty. Trong cu\u1ed9c kh\u1ee7ng ho\u1ea3ng t\u00e0i ch\u00ednh hi\u1ec7n t\u1ea1i, CMO c\u1ea7n ph\u1ea3i l\u00e0m g\u00ec\u0111\u1ec3 th\u00edch nghi v\u1edbi nh\u1eefng th\u00e1ch th\u1ee9c m\u1edbi?

N\u0103m 2008, Economist Intelligence Unit th\u1ef1c hi\u1ec7n m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t v\u1edbi 263 CMO tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. Qua\u0111\u00f3 g\u1ee3i ra n\u0103m bi\u1ec7n ph\u00e1p gi\u00fap CMO n\u00e2ng cao hi\u1ec7u qu\u1ea3 marketing trong th\u1eddi\u0111\u1ea1i m\u1edbi.

\u00a9 eBrand Co.,Ltd
[A]: 333/8/2 Le Van Sy, Ward 1, Tan Binh District , HCM City,

Vietnam
[T]: (08) 6272 6462
[W]: http://www.ebrandium.com

[E]: contact@ebrandium.com

\u00a9 C\u00f4ng ty TNHH Th\u01b0\u01a1ng Hi\u1ec7u\u0110i\u1ec7n T\u1eed
[A]: 333/8/2 L\u00ea V\u0103n S\u1ef9, F.1, Qu\u1eadn T\u00e2n B\u00ecnh , Tp. HCM ,
Vi\u1ec7tnam
[T]: (08) 6272 6462
[W]: http://www.ebrandium.com

[E]: contact@ebrandium.com
1. C\u00e2n b\u1eb1ng s\u1ef1 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u v\u1edbi s\u1ef1 ph\u00f9 h\u1ee3p c\u1ee7a th\u1ecb tr\u01b0\u1eddng
\u0111\u1ecba ph\u01b0\u01a1ng.

T\u1eadp trung v\u00e0o c\u00e1c ch\u1ee9c n\u0103ng ti\u1ebfp th\u1ecb to\u00e0n c\u1ea7u nh\u01b0 ph\u00e1t tri\u1ec3n qu\u1ea3ng c\u00e1o v\u00e0 s\u1ea3n xu\u1ea5t c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 ti\u1ebft ki\u1ec7m nh\u1edd quy m\u00f4 v\u00e0 gi\u1ea3m chi ph\u00ed, nh\u01b0ng\u0111i\u1ec1u n\u00e0y c\u1ea7n d\u1ef1a tr\u00ean nhu c\u1ea7u c\u1ee7a t\u1eebng th\u1ecb tr\u01b0\u1eddng v\u00e0 s\u1ef1 th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng.\u0110\u1ed3ng th\u1eddi, ng\u00e2n s\u00e1ch ph\u1ea3i\u0111\u01b0\u1ee3c t\u1ef1 ch\u1ee7 \u0111\u1ec3 c\u00e1c gi\u00e1m\u0111\u1ed1c v\u00f9ng c\u00f3 th\u1ec3 \u0111\u01b0a ra nh\u1eefng quy\u1ebft\u0111\u1ecbnh d\u1ef1a v\u00e0o nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng.

2. T\u00edch h\u1ee3p c\u00f4ng t\u00e1c ti\u1ebfp th\u1ecb v\u1edbi c\u00e1c d\u1ea1ng truy\u1ec1n th\u00f4ng c\u00f4ng ty.

C\u00e1c th\u00f4ng\u0111i\u1ec7p c\u00f4ng ty gi\u1eefa c\u00e1c\u0111\u1ed1i t\u01b0\u1ee3ng nh\u01b0 kh\u00e1ch h\u00e0ng, nh\u00e0\u0111\u1ea7u t\u01b0, gi\u1edbi truy\u1ec1n th\u00f4ng, c\u01a1 quan qu\u1ea3n l\u00fd, nh\u00e2n vi\u00ean\u2026 c\u1ea7n c\u00f3 s\u1ef1 th\u1ed1ng nh\u1ea5t v\u00e0\u0111\u01b0\u1ee3c t\u00edch h\u1ee3p b\u1edfi c\u00e1c d\u1ea1ng truy\u1ec1n th\u00f4ng marketing kh\u00e1c nhau. C\u00f4ng ty kh\u00f4ng th\u1ec3 ph\u00e2n kh\u00fac c\u00e1c\u0111\u1ed1i t\u01b0\u1ee3ng c\u0169ng nh\u01b0 c\u00e1c th\u00f4ng\u0111i\u1ec7p n\u00e0y m\u00e0 thi\u1ebfu s\u1ef1 t\u01b0\u01a1ng t\u00e1c l\u1eabn nhau gi\u1eefa c\u00e1c\u0111\u1ed1i t\u01b0\u1ee3ng.

3. S\u1eed d\u1ee5ng nh\u1eefng ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng m\u1edbi.

C\u1ea7n ph\u1ea3i c\u00f3 ng\u00e2n s\u00e1ch ri\u00eang\u0111\u1ec3 th\u1eed nghi\u1ec7m c\u00f4ng t\u00e1c marketing v\u1edbi nh\u1eefng c\u00f4ng ngh\u1ec7 web 2.0 m\u1edbi nh\u1ea5t.\u0110\u1ec3 duy tr\u00ec c\u1ea1nh tranh, c\u00f4ng ty c\u1ea7n g\u1eafn k\u1ebft kh\u00e1ch h\u00e0ng v\u00e0 khai th\u00e1c b\u1ea3n ch\u1ea5t t\u01b0\u01a1ng t\u00e1c c\u1ee7a c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng s\u1ed1 nh\u1eb1m t\u1ea1o s\u1ef1 l\u00f4i cu\u1ed1n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u\u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 c\u1ed5\u0111\u00f4ng. CMO c\u1ea7n c\u00f3 t\u1ea7m nh\u00ecn\u0111\u1ec3 x\u1eed l\u00fd vi\u1ec7c ph\u00e1t tri\u1ec3n c\u1ee7a nh\u1eefng ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng m\u1edbi v\u00e0 kh\u00e1ch h\u00e0ng.

4. Ph\u00e1t tri\u1ec3n c\u00e1c k\u1ef9 n\u0103ng m\u1edbi, n\u0103ng l\u1ef1c m\u1edbi v\u00e0\u0111\u1ed1i t\u00e1c m\u1edbi.
CMO kh\u00f4ng nh\u1eefng th\u1ef1c hi\u1ec7n vi\u1ec7c\u0111\u1ecbnh v\u1ecb c\u00f4ng ty m\u00e0 c\u00f2n ph\u1ea3i gi\u00fap\u0111\u1ecbnh ngh\u0129a c\u00f4ng ty.
\u0110\u1ec3l\u00e0m \u0111\u01b0\u1ee3c vi\u1ec7c n\u00e0y, CMO c\u1ea7n c\u00f3 hi\u1ec3u bi\u1ebft to\u00e0n di\u1ec7n v\u1ec1 m\u00f4 h\u00ecnh kinh doanh c\u01a1b\u1ea3n,
th\u01b0\u01a1ng hi\u1ec7u, v\u0103n h\u00f3a, ch\u00ednh s\u00e1ch v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a c\u00f4ng ty.
\u0110\u1ec3 th\u00edch nghi v\u1edbi s\u1ef1ti\u1ebfn h\u00f3a c\u1ee7a c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng m\u1edbi, CMO c\u1ea7n ph\u1ea3i t\u1ea1o
quan h\u1ec7 \u0111\u1ed1i t\u00e1c v\u1edbi nh\u1eefng nh\u00e0 cung c\u1ea5p th\u00f4ng th\u1ea1o\u0111\u1ec3 t\u1eadn d\u1ee5ng nh\u1eefng s\u00e1ng ki\u1ebfn m\u1edbi
c\u1ee7a h\u1ecd, gi\u00fap c\u00f4ng t\u00e1c marketing\u0111\u01b0\u1ee3c nhanh ch\u00f3ng v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n.
5. Lu\u00f4n\u0111\u1ed5i m\u1edbi.
\u00a9 eBrand Co.,Ltd
[A]: 333/8/2 Le Van Sy, Ward 1, Tan Binh District , HCM City,

Vietnam
[T]: (08) 6272 6462
[W]: http://www.ebrandium.com

[E]: contact@ebrandium.com

\u00a9 C\u00f4ng ty TNHH Th\u01b0\u01a1ng Hi\u1ec7u\u0110i\u1ec7n T\u1eed
[A]: 333/8/2 L\u00ea V\u0103n S\u1ef9, F.1, Qu\u1eadn T\u00e2n B\u00ecnh , Tp. HCM ,
Vi\u1ec7tnam
[T]: (08) 6272 6462
[W]: http://www.ebrandium.com

[E]: contact@ebrandium.com

S\u1ef1\u0111\u00f2i h\u1ecfi tr\u00e1ch nhi\u1ec7m cao h\u01a1n\u0111\u1ed1i v\u1edbi c\u00e1c kho\u1ea3n chi ph\u00ed marketing\u0111ang th\u00fac\u0111\u1ea9y c\u00e1c c\u00f4ng ty to\u00e0n c\u1ea7u h\u01b0\u1edbng\u0111\u1ebfn c\u00e1c chi\u1ebfn d\u1ecbch marketing s\u1ed1 (Digital Marketing) h\u01a1n l\u00e0 c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng truy\u1ec1n th\u1ed1ng. B\u1ea3n ch\u1ea5t t\u01b0\u01a1ng t\u00e1c c\u1ee7a nh\u1eefng ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng s\u1ed1 hi\u1ec7n\u0111\u1ea1i\u0111\u00e3 t\u1ea1o c\u01a1 h\u1ed9i cho CMO th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng s\u00e2u s\u1eafc h\u01a1n, t\u1eeb

\u0111\u00f3 t\u1ea1o ra c\u00e1c c\u1ea3i ti\u1ebfn ph\u00f9 h\u1ee3p \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.
G\u1ea7n\u0111\u00e2y, Gi\u00e1o s\u01b0 Gail McGovern v\u00e0 John A. Quelch, thu\u1ed9c tr\u01b0\u1eddng Kinh doanh Harvard,
\u0111\u00e3 \u0111\u01b0a ra t\u00e1m ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 gia t\u0103ng s\u1ef1 th\u00e0nh c\u00f4ng cho CMO. \u0110\u00f3 l\u00e0:
1. L\u00e0m r\u00f5 s\u1ee9 m\u1ea1ng v\u00e0 tr\u00e1ch nhi\u1ec7m c\u1ee7a CMO.
Lu\u00f4n ch\u1eafc ch\u1eafn r\u1eb1ng vai tr\u00f2 c\u1ee7a CMO l\u00e0 c\u1ea7n thi\u1ebft v\u00e0\u0111\u01b0\u1ee3c l\u00e3nh\u0111\u1ea1o c\u00f4ng ty hi\u1ec3u r\u00f5,
\u0111\u1eb7c bi\u1ec7t l\u00e0 CEO, h\u1ed9i \u0111\u1ed3ng qu\u1ea3n tr\u1ecb v\u00e0 c\u00e1c c\u1ea5p qu\u1ea3n l\u00fd h\u00e0ng d\u1ecdc. V\u00ec n\u1ebfu kh\u00f4ng c\u00f3 nhu
c\u1ea7u r\u00f5 r\u00e0ng, th\u1eadt s\u1ef1 v\u00e0\u0111\u01b0\u1ee3c nh\u1eadn bi\u1ebft, vai tr\u00f2 c\u1ee7a CMO s\u1ebd b\u1ecb ph\u1ea3n\u0111\u1ed1i trong t\u1ed5 ch\u1ee9c.
2.\u0110i\u1ec1u ch\u1ec9nh vai tr\u00f2 c\u1ee7a CMO ph\u00f9 h\u1ee3p v\u1edbi v\u0103n h\u00f3a v\u00e0 c\u1ea5u tr\u00fac marketing.
Tr\u00e1nh vi\u1ec7c m\u1ed9t CMO ch\u1ecbu tr\u00e1ch nhi\u1ec7m qu\u00e1 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u ri\u00eang l\u1ebb trong c\u00f4ng ty, d\u00f9
ng\u01b0\u1eddi\u0111\u01b0\u1ee3c b\u1ed5 nhi\u1ec7m c\u00f3 c\u00e1c m\u1ed1i quan h\u1ec7 t\u1ed1t.
3. L\u1ef1a ch\u1ecdn CMO t\u01b0\u01a1ng h\u1ee3p v\u1edbi CEO.

CEO mu\u1ed1n c\u00f3 CMO nh\u01b0ng th\u01b0\u1eddng kh\u00f4ng mu\u1ed1n nh\u01b0\u1eddng quy\u1ec1n ki\u1ec3m so\u00e1t b\u1ed9 ph\u1eadn marketing cho h\u1ecd. H\u00e3y t\u00ecm m\u1ed9t CEO lu\u00f4n nh\u1eadn th\u1ea5y tr\u00e1ch nhi\u1ec7m c\u1ee7a m\u00ecnh l\u00e0 m\u1ed9t\u0111\u1ed9i tr\u01b0\u1edfng c\u1ee7a b\u1ed9 ph\u1eadn marketing v\u00e0 th\u01b0\u01a1ng hi\u1ec7u,\u0111\u1ed3ng th\u1eddi c\u0169ng nh\u1eadn th\u1ea5y s\u1ef1 c\u1ea7n thi\u1ebft m\u1ed9t chuy\u00ean gia trong vi\u1ec7c\u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 h\u01b0\u1edbng d\u1eabn c\u00f4ng t\u00e1c marketing trong c\u00f4ng ty.

4. Ng\u01b0\u1eddi ph\u00f4 tr\u01b0\u01a1ng s\u1ebd kh\u00f4ng th\u00e0nh c\u00f4ng.
M\u1ed9t CMO c\u1ea7n l\u00e0m vi\u1ec7c ch\u0103m ch\u1ec9 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o cho CEO th\u00e0nh c\u00f4ng trong vai tr\u00f2\u0111\u1ed9i
tr\u01b0\u1edfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.
5. L\u1ef1a ch\u1ecdn CMO c\u00f3 t\u00ednh c\u00e1ch ph\u00f9 h\u1ee3p.
\u00a9 eBrand Co.,Ltd
[A]: 333/8/2 Le Van Sy, Ward 1, Tan Binh District , HCM City,

Vietnam
[T]: (08) 6272 6462
[W]: http://www.ebrandium.com

[E]: contact@ebrandium.com

\u00a9 C\u00f4ng ty TNHH Th\u01b0\u01a1ng Hi\u1ec7u\u0110i\u1ec7n T\u1eed
[A]: 333/8/2 L\u00ea V\u0103n S\u1ef9, F.1, Qu\u1eadn T\u00e2n B\u00ecnh , Tp. HCM ,
Vi\u1ec7tnam
[T]: (08) 6272 6462
[W]: http://www.ebrandium.com

[E]: contact@ebrandium.com
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