{"id":22740,"date":"2025-10-09T10:28:35","date_gmt":"2025-10-09T03:28:35","guid":{"rendered":"https:\/\/base.vn\/blog\/?p=22740"},"modified":"2025-10-09T10:34:04","modified_gmt":"2025-10-09T03:34:04","slug":"kol-la-gi","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/kol-la-gi\/","title":{"rendered":"KOL l\u00e0 g\u00ec? Vai tr\u00f2 v\u00e0 t\u1ea7m \u1ea3nh h\u01b0\u1edfng c\u1ee7a KOL trong Marketing"},"content":{"rendered":"\n

Trong b\u1ed1i c\u1ea3nh truy\u1ec1n th\u00f4ng s\u1ed1 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd, KOL \u0111\u00e3 tr\u1edf th\u00e0nh nh\u00e2n t\u1ed1 th\u01b0\u1eddng xuy\u00ean c\u00f3 m\u1eb7t trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u. Thu\u1eadt ng\u1eef n\u00e0y xu\u1ea5t hi\u1ec7n ng\u00e0y c\u00e0ng ph\u1ed5 bi\u1ebfn trong c\u00e1c cu\u1ed9c th\u1ea3o lu\u1eadn v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c marketing, \u0111\u1eb7c bi\u1ec7t khi c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i \u0111ang d\u1ea7n tr\u1edf th\u00e0nh k\u00eanh ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng gi\u00e0u ti\u1ec1m n\u0103ng. B\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y c\u1ee7a Base.vn<\/a> s\u1ebd gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 v\u1ec1 KOL l\u00e0 g\u00ec<\/strong>, t\u1eeb kh\u00e1i ni\u1ec7m, ngu\u1ed3n g\u1ed1c \u0111\u1ebfn vai tr\u00f2, \u1ee9ng d\u1ee5ng th\u1ef1c ti\u1ec5n v\u00e0 c\u00e1ch th\u1ee9c h\u1ee3p t\u00e1c hi\u1ec7u qu\u1ea3 v\u1edbi KOL.<\/p>\n\n\n\n

1. Hi\u1ec3u v\u1ec1 KOL: Kh\u00e1i ni\u1ec7m v\u00e0 ngu\u1ed3n g\u1ed1c<\/h2>\n\n\n\n

1.1 KOL l\u00e0 g\u00ec?<\/h3>\n\n\n\n

KOL (Key Opinion Leader)<\/strong> l\u00e0 thu\u1eadt ng\u1eef ch\u1ec9 “ng\u01b0\u1eddi d\u1eabn d\u1eaft d\u01b0 lu\u1eadn ch\u1ee7 ch\u1ed1t<\/strong>” hay “ng\u01b0\u1eddi c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng<\/strong>” trong m\u1ed9t l\u0129nh v\u1ef1c c\u1ee5 th\u1ec3. H\u1ecd l\u00e0 nh\u1eefng c\u00e1 nh\u00e2n ho\u1eb7c t\u1ed5 ch\u1ee9c c\u00f3 ki\u1ebfn th\u1ee9c chuy\u00ean m\u00f4n, uy t\u00edn cao v\u00e0 kh\u1ea3 n\u0103ng t\u1ea1o \u1ea3nh h\u01b0\u1edfng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh c\u1ee7a c\u00f4ng ch\u00fang trong l\u0129nh v\u1ef1c h\u1ecd ho\u1ea1t \u0111\u1ed9ng. KOL th\u01b0\u1eddng s\u1edf h\u1eefu l\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i \u0111\u00f4ng \u0111\u1ea3o tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i nh\u01b0 Facebook, Instagram hay TikTok, \u0111\u1ed3ng th\u1eddi c\u00f3 kh\u1ea3 n\u0103ng \u0111\u1ecbnh h\u01b0\u1edbng xu h\u01b0\u1edbng ti\u00eau d\u00f9ng v\u00e0 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn h\u00e0nh vi mua h\u00e0ng c\u1ee7a l\u01b0\u1ee3ng l\u1edbn ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n

Trong th\u1ef1c t\u1ebf, KOL c\u00f3 th\u1ec3 l\u00e0 chuy\u00ean gia trong c\u00e1c ng\u00e0nh nh\u01b0 l\u00e0m \u0111\u1eb9p, y t\u1ebf, gi\u00e1o d\u1ee5c, c\u00f4ng ngh\u1ec7 hay b\u1ea5t k\u1ef3 l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n n\u00e0o kh\u00e1c. V\u00ed d\u1ee5, t\u1ea1i Vi\u1ec7t Nam, b\u00e1c s\u0129 Ng\u00f4 \u0110\u1ee9c H\u00f9ng \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn nh\u01b0 m\u1ed9t KOL trong l\u0129nh v\u1ef1c y t\u1ebf, th\u01b0\u1eddng xuy\u00ean chia s\u1ebb ki\u1ebfn th\u1ee9c chuy\u00ean m\u00f4n v\u1ec1 ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe. Hay trong l\u0129nh v\u1ef1c l\u00e0m \u0111\u1eb9p, c\u00e1c beauty blogger nh\u01b0 Chang Makeup, Primmy Truong l\u00e0 nh\u1eefng KOL c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng l\u1edbn, v\u1edbi kh\u1ea3 n\u0103ng t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua s\u1eafm m\u1ef9 ph\u1ea9m c\u1ee7a h\u00e0ng ngh\u00ecn ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t.<\/p>\n\n\n

\n
\"KOL
KOL l\u00e0 g\u00ec?<\/em><\/figcaption><\/figure><\/div>\n\n\n

1.2 Ngu\u1ed3n g\u1ed1c v\u00e0 d\u1ecbch ngh\u0129a<\/h3>\n\n\n\n

Thu\u1eadt ng\u1eef KOL c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb l\u0129nh v\u1ef1c truy\u1ec1n th\u00f4ng qu\u1ed1c t\u1ebf, \u0111\u1eb7c bi\u1ec7t trong ng\u00e0nh qu\u1ea3ng c\u00e1o v\u00e0 quan h\u1ec7 c\u00f4ng ch\u00fang (PR). Ban \u0111\u1ea7u, kh\u00e1i ni\u1ec7m n\u00e0y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ch\u1ec9 nh\u1eefng nh\u00e0 l\u00e3nh \u0111\u1ea1o t\u01b0 t\u01b0\u1edfng, chuy\u00ean gia c\u00f3 ti\u1ebfng n\u00f3i uy t\u00edn trong c\u00e1c l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n. Theo th\u1eddi gian, khi m\u1ea1ng x\u00e3 h\u1ed9i ph\u00e1t tri\u1ec3n, thu\u1eadt ng\u1eef n\u00e0y \u0111\u01b0\u1ee3c m\u1edf r\u1ed9ng \u0111\u1ec3 bao g\u1ed3m c\u1ea3 nh\u1eefng ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng s\u1ed1.<\/p>\n\n\n\n

Trong ti\u1ebfng Anh, KOL l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a “Key Opinion Leader”, \u0111\u01b0\u1ee3c d\u1ecbch sang ti\u1ebfng Vi\u1ec7t l\u00e0 “ng\u01b0\u1eddi d\u1eabn d\u1eaft d\u01b0 lu\u1eadn ch\u1ee7 ch\u1ed1t”. Tuy nhi\u00ean, trong ng\u1eef c\u1ea3nh marketing hi\u1ec7n \u0111\u1ea1i t\u1ea1i Vi\u1ec7t Nam, KOL th\u01b0\u1eddng \u0111\u01b0\u1ee3c hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n l\u00e0 “ng\u01b0\u1eddi c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng”, t\u1ee9c l\u00e0 nh\u1eefng c\u00e1 nh\u00e2n c\u00f3 kh\u1ea3 n\u0103ng t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn nh\u1eadn th\u1ee9c v\u00e0 quy\u1ebft \u0111\u1ecbnh c\u1ee7a s\u1ed1 \u0111\u00f4ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n

1.3 V\u00ec sao KOL tr\u1edf th\u00e0nh xu h\u01b0\u1edbng?<\/h3>\n\n\n\n

S\u1ef1 b\u00f9ng n\u1ed5 c\u1ee7a m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u00e3 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho c\u00e1c KOL ph\u00e1t huy t\u1ea7m \u1ea3nh h\u01b0\u1edfng c\u1ee7a m\u00ecnh, \u0111\u1ed3ng th\u1eddi gi\u00fap th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 h\u01a1n. Trong b\u1ed1i c\u1ea3nh ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng ho\u00e0i nghi v\u1edbi qu\u1ea3ng c\u00e1o truy\u1ec1n th\u1ed1ng, KOL \u0111\u00f3ng vai tr\u00f2 nh\u01b0 ng\u01b0\u1eddi trung gian \u0111\u00e1ng tin c\u1eady, k\u1ebft n\u1ed1i th\u01b0\u01a1ng hi\u1ec7u v\u1edbi kh\u00e1ch h\u00e0ng th\u00f4ng qua uy t\u00edn c\u00e1 nh\u00e2n.<\/p>\n\n\n\n

T\u1ea1i Vi\u1ec7t Nam, th\u1ecb tr\u01b0\u1eddng KOL marketing \u0111ang ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd v\u1edbi nhi\u1ec1u chi\u1ebfn d\u1ecbch th\u00e0nh c\u00f4ng. C\u00e1c chi\u1ebfn d\u1ecbch nh\u01b0 “Vinamilk 40 n\u0103m – V\u01b0\u01a1n cao Vi\u1ec7t Nam”, hay chi\u1ebfn d\u1ecbch “+1 B\u01b0\u1edbc X\u1ea3, 2X M\u1ec1m D\u1ecbu” c\u1ee7a Comfort \u0111\u00e3 ch\u1ee9ng minh hi\u1ec7u qu\u1ea3 to l\u1edbn c\u1ee7a vi\u1ec7c k\u1ebft h\u1ee3p v\u1edbi KOL trong marketing.<\/p>\n\n\n\n

\u0110\u1ecdc th\u00eam:<\/strong> Marketing l\u00e0 g\u00ec? Vai tr\u00f2 v\u00e0 t\u1ea7m quan tr\u1ecdng trong doanh nghi\u1ec7p<\/a><\/p>\n\n\n\n

2. Vai tr\u00f2 v\u00e0 t\u1ea7m quan tr\u1ecdng c\u1ee7a KOL trong marketing<\/h2>\n\n\n\n

2.1 T\u1ea7m quan tr\u1ecdng c\u1ee7a KOL<\/h3>\n\n\n\n

Th\u1ee9 nh\u1ea5t, KOL gi\u00fap x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u00e0 uy t\u00edn cho th\u01b0\u01a1ng hi\u1ec7u. Khi m\u1ed9t KOL chia s\u1ebb v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng tin t\u01b0\u1edfng h\u01a1n so v\u1edbi khi th\u00f4ng tin \u0111\u1ebfn tr\u1ef1c ti\u1ebfp t\u1eeb nh\u00e3n h\u00e0ng. \u0110i\u1ec1u n\u00e0y \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi ho\u1eb7c s\u1ea3n ph\u1ea9m m\u1edbi ra m\u1eaft th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

Th\u1ee9 hai, KOL gi\u00fap t\u0103ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ti\u1ebfp c\u1eadn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. M\u1ed7i KOL th\u01b0\u1eddng c\u00f3 m\u1ed9t c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi theo d\u00f5i v\u1edbi nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m nh\u00e2n kh\u1ea9u h\u1ecdc c\u1ee5 th\u1ec3, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp c\u1eadn ch\u00ednh x\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n

Th\u1ee9 ba, KOL t\u00e1c \u0111\u1ed9ng m\u1ea1nh m\u1ebd \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Theo kh\u1ea3o s\u00e1t c\u1ee7a NielsenIQ Vi\u1ec7t Nam, 50% ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/a> cho bi\u1ebft quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a h\u1ecd b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi KOL, KOC.\u00a0<\/p>\n\n\n\n

Ngo\u00e0i ra, KOL c\u00f2n gi\u00fap th\u00fac \u0111\u1ea9y t\u01b0\u01a1ng t\u00e1c, l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, v\u00e0 t\u1ea1o ra n\u1ed9i dung c\u00f3 gi\u00e1 tr\u1ecb v\u1ec1 s\u1ea3n ph\u1ea9m. Nhi\u1ec1u chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng nh\u01b0 c\u1ee7a Biti’s Hunter v\u1edbi S\u01a1n T\u00f9ng M-TP \u0111\u00e3 ch\u1ee9ng minh hi\u1ec7u qu\u1ea3 r\u00f5 r\u1ec7t khi doanh s\u1ed1 t\u0103ng h\u01a1n 200% sau chi\u1ebfn d\u1ecbch.<\/p>\n\n\n\n

2.2 L\u1ee3i \u00edch v\u00e0 th\u00e1ch th\u1ee9c khi h\u1ee3p t\u00e1c v\u1edbi KOL<\/h3>\n\n\n\n

H\u1ee3p t\u00e1c v\u1edbi KOL mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch cho doanh nghi\u1ec7p, nh\u01b0ng c\u0169ng \u0111i k\u00e8m v\u1edbi nh\u1eefng th\u00e1ch th\u1ee9c nh\u1ea5t \u0111\u1ecbnh.<\/p>\n\n\n\n

V\u1ec1 m\u1eb7t l\u1ee3i \u00edch, h\u1ee3p t\u00e1c v\u1edbi KOL gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u1eadn d\u1ee5ng s\u1ef1 t\u00edn nhi\u1ec7m m\u00e0 KOL \u0111\u00e3 x\u00e2y d\u1ef1ng v\u1edbi c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi theo d\u00f5i c\u1ee7a h\u1ecd. \u0110i\u1ec1u n\u00e0y t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho th\u00f4ng \u0111i\u1ec7p marketing \u0111\u01b0\u1ee3c ti\u1ebfp nh\u1eadn m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean v\u00e0 \u0111\u00e1ng tin h\u01a1n. KOL c\u0169ng gi\u00fap t\u1ea1o ra n\u1ed9i dung ch\u1ea5t l\u01b0\u1ee3ng v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, g\u00f3p ph\u1ea7n x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u t\u00edch c\u1ef1c h\u01a1n. <\/p>\n\n\n\n

Tuy nhi\u00ean, vi\u1ec7c h\u1ee3p t\u00e1c v\u1edbi KOL c\u0169ng \u0111\u1ed1i m\u1eb7t v\u1edbi nhi\u1ec1u th\u00e1ch th\u1ee9c. Th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t l\u00e0 vi\u1ec7c l\u1ef1a ch\u1ecdn \u0111\u00fang KOL ph\u00f9 h\u1ee3p v\u1edbi gi\u00e1 tr\u1ecb v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t KOL kh\u00f4ng ph\u00f9 h\u1ee3p c\u00f3 th\u1ec3 g\u00e2y t\u1ed5n h\u1ea1i \u0111\u1ebfn uy t\u00edn th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t th\u00e1ch th\u1ee9c kh\u00e1c l\u00e0 kh\u00f3 \u0111o l\u01b0\u1eddng ch\u00ednh x\u00e1c hi\u1ec7u su\u1ea5t c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch KOL marketing, nh\u1ea5t l\u00e0 trong vi\u1ec7c \u0111\u00e1nh gi\u00e1 t\u00e1c \u0111\u1ed9ng th\u1ef1c s\u1ef1 c\u1ee7a KOL \u0111\u1ebfn doanh s\u1ed1 v\u00e0 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

\u0110\u1ec3 kh\u1eafc ph\u1ee5c nh\u1eefng th\u00e1ch th\u1ee9c n\u00e0y, doanh nghi\u1ec7p c\u1ea7n x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c KOL marketing r\u00f5 r\u00e0ng, v\u1edbi c\u00e1c m\u1ee5c ti\u00eau v\u00e0 KPI c\u1ee5 th\u1ec3, \u0111\u1ed3ng th\u1eddi th\u1ef1c hi\u1ec7n \u0111\u00e1nh gi\u00e1 k\u1ef9 l\u01b0\u1ee1ng tr\u01b0\u1edbc khi l\u1ef1a ch\u1ecdn KOL \u0111\u1ec3 h\u1ee3p t\u00e1c.<\/p>\n\n\n\n

2.3 C\u00e1c chi\u1ebfn d\u1ecbch h\u1ee3p t\u00e1c KOL th\u00e0nh c\u00f4ng t\u1ea1i Vi\u1ec7t Nam<\/h3>\n\n\n\n

Comfort v\u1edbi chi\u1ebfn d\u1ecbch “+1 B\u01b0\u1edbc X\u1ea3, 2X M\u1ec1m D\u1ecbu” n\u0103m 2024 \u0111\u00e3 h\u1ee3p t\u00e1c c\u00f9ng nhi\u1ec1u KOL nh\u01b0 Jun Ph\u1ea1m, Ch\u1ecb Cano v\u00e0 c\u00e1c hot mom tr\u00ean TikTok, Facebook. Chi\u1ebfn d\u1ecbch s\u1eed d\u1ee5ng filter AI v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh “chuy\u1ebfn xe \u00e2n c\u1ea7n”, t\u1ea1o hi\u1ec7u \u1ee9ng lan t\u1ecfa m\u1ea1nh tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, ti\u1ebfp c\u1eadn h\u00e0ng tri\u1ec7u kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, \u0111\u1ed3ng th\u1eddi th\u00fac \u0111\u1ea9y c\u1ea3 branding v\u00e0 doanh s\u1ed1. Chi\u1ebfn d\u1ecbch \u0111\u00e3 \u0111\u01b0\u1ee3c vinh danh t\u1ea1i BSI Awards 2024.<\/p>\n\n\n\n

Vinamilk v\u1edbi chi\u1ebfn d\u1ecbch “Vinamilk 40 n\u0103m – V\u01b0\u01a1n cao Vi\u1ec7t Nam” k\u1ebft h\u1ee3p nhi\u1ec1u KOL uy t\u00edn \u0111\u1ec3 truy\u1ec1n th\u00f4ng qua \u0111a d\u1ea1ng k\u00eanh t\u1eeb m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ebfn TVC v\u00e0 OOH, gi\u00fap x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u1eefng ch\u1eafc. C\u00e1c ho\u1ea1t \u0111\u1ed9ng c\u1ed9ng \u0111\u1ed3ng nh\u01b0 ph\u00e1t s\u1eefa cho 40.000 tr\u1ebb em ngh\u00e8o t\u1ea1o hi\u1ec7u \u1ee9ng x\u00e3 h\u1ed9i t\u00edch c\u1ef1c, ghi d\u1ea5u m\u1ea1nh m\u1ebd tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

Th\u01b0\u01a1ng hi\u1ec7u v\u0103n ph\u00f2ng ph\u1ea9m Deli \u0111\u00e3 m\u1eddi S\u01a1n T\u00f9ng M-TP l\u00e0m \u0110\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u n\u0103m 2023, th\u00fac \u0111\u1ea9y nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua s\u1ee9c \u1ea3nh h\u01b0\u1edfng c\u00e1 nh\u00e2n c\u1ee7a ng\u00f4i sao n\u00e0y, \u0111\u1ed3ng th\u1eddi t\u0103ng doanh s\u1ed1 nh\u1edd chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng \u0111a n\u1ec1n t\u1ea3ng.<\/p>\n\n\n\n

Nh\u1eefng chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 ch\u1ee9ng minh r\u1eb1ng khi th\u01b0\u01a1ng hi\u1ec7u bi\u1ebft c\u00e1ch l\u1ef1a ch\u1ecdn KOL ph\u00f9 h\u1ee3p v\u00e0 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing s\u00e1ng t\u1ea1o, h\u1ecd c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng k\u1ebft qu\u1ea3 \u1ea5n t\u01b0\u1ee3ng c\u1ea3 v\u1ec1 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 doanh s\u1ed1 b\u00e1n h\u00e0ng.<\/p>\n\n\n

\n
\"Vai
Vai tr\u00f2 c\u1ee7a KOL trong Marketing<\/em><\/figcaption><\/figure><\/div>\n\n\n

3. Ph\u00e2n lo\u1ea1i v\u00e0 th\u1ef1c ti\u1ec5n c\u00e1c nh\u00f3m KOL<\/h2>\n\n\n\n

3.1 C\u00e1c lo\u1ea1i KOL \u0111i\u1ec3n h\u00ecnh<\/h3>\n\n\n\n

Trong th\u1ef1c ti\u1ec5n marketing t\u1ea1i Vi\u1ec7t Nam, KOL th\u01b0\u1eddng \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1c nhau d\u1ef1a tr\u00ean \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng. Hi\u1ec3u r\u00f5 v\u1ec1 c\u00e1c lo\u1ea1i KOL s\u1ebd gi\u00fap doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng h\u1ee3p t\u00e1c ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau chi\u1ebfn d\u1ecbch. M\u1ed9t s\u1ed1 nh\u00f3m KOL \u0111i\u1ec3n h\u00ecnh g\u1ed3m c\u00f3:<\/p>\n\n\n\n

– Nh\u00f3m Celebrity KOL<\/strong> bao g\u1ed3m nh\u1eefng ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng nh\u01b0 ca s\u0129, di\u1ec5n vi\u00ean, v\u1eadn \u0111\u1ed9ng vi\u00ean ho\u1eb7c ngh\u1ec7 s\u0129 c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng l\u1edbn trong x\u00e3 h\u1ed9i. H\u1ecd s\u1edf h\u1eefu l\u01b0\u1ee3ng fan \u0111\u00f4ng \u0111\u1ea3o, th\u01b0\u1eddng \u0111\u01b0\u1ee3c c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn m\u1eddi l\u00e0m \u0111\u1ea1i s\u1ee9 ho\u1eb7c \u0111\u1ea1i di\u1ec7n h\u00ecnh \u1ea3nh. V\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh l\u00e0 S\u01a1n T\u00f9ng M-TP, H’Hen Ni\u00ea, \u0110\u00f4ng Nhi, Chi Pu.<\/p>\n\n\n\n

– Nh\u00f3m Influencer KOL<\/strong> th\u01b0\u1eddng l\u00e0 nh\u1eefng ng\u01b0\u1eddi c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i nh\u01b0ng ch\u01b0a nh\u1ea5t thi\u1ebft ph\u1ea3i n\u1ed5i ti\u1ebfng trong l\u0129nh v\u1ef1c truy\u1ec1n th\u1ed1ng. H\u1ecd c\u00f3 th\u1ec3 l\u00e0 blogger, vlogger, ho\u1eb7c ng\u01b0\u1eddi s\u00e1ng t\u1ea1o n\u1ed9i dung tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng nh\u01b0 TikTok, Instagram, Facebook, YouTube. M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 l\u00e0 Giang \u01a0i, Tun Ph\u1ea1m, JVevermind.<\/p>\n\n\n\n

– Nh\u00f3m KOL chuy\u00ean gia<\/strong> bao g\u1ed3m nh\u1eefng ng\u01b0\u1eddi c\u00f3 chuy\u00ean m\u00f4n cao trong m\u1ed9t l\u0129nh v\u1ef1c c\u1ee5 th\u1ec3 nh\u01b0 y t\u1ebf, t\u00e0i ch\u00ednh, gi\u00e1o d\u1ee5c, c\u00f4ng ngh\u1ec7. H\u1ecd th\u01b0\u1eddng \u0111\u01b0\u1ee3c c\u00f4ng ch\u00fang tin t\u01b0\u1edfng nh\u1edd ki\u1ebfn th\u1ee9c chuy\u00ean m\u00f4n s\u00e2u r\u1ed9ng, ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch marketing c\u1ea7n t\u00ednh thuy\u1ebft ph\u1ee5c v\u00e0 uy t\u00edn cao. B\u00e1c s\u0129 Ng\u00f4 \u0110\u1ee9c H\u00f9ng trong l\u0129nh v\u1ef1c y t\u1ebf, chuy\u00ean gia t\u00e0i ch\u00ednh L\u00ea Xu\u00e2n Ngh\u0129a, v\u00e0 chuy\u00ean gia c\u00f4ng ngh\u1ec7 Nguy\u1ec5n Phi V\u00e2n l\u00e0 nh\u1eefng g\u01b0\u01a1ng m\u1eb7t \u0111\u1ea1i di\u1ec7n cho nh\u00f3m KOL n\u00e0y.<\/p>\n\n\n\n

– Nh\u00f3m KOC (Key Opinion Consumer)<\/a> <\/strong>l\u00e0 nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 \u1ea3nh h\u01b0\u1edfng, th\u01b0\u1eddng chia s\u1ebb tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf v\u1ec1 s\u1ea3n ph\u1ea9m. H\u1ecd c\u00f3 l\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i \u00edt h\u01a1n KOL truy\u1ec1n th\u1ed1ng nh\u01b0ng m\u1ee9c \u0111\u1ed9 tin c\u1eady v\u00e0 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i cao h\u01a1n. KOC th\u01b0\u1eddng ho\u1ea1t \u0111\u1ed9ng trong c\u00e1c l\u0129nh v\u1ef1c nh\u01b0 th\u1eddi trang, m\u1ef9 ph\u1ea9m, \u0111\u1ed3 gia d\u1ee5ng, r\u1ea5t th\u00edch h\u1ee3p cho c\u00e1c chi\u1ebfn d\u1ecbch t\u1eadp trung v\u00e0o chuy\u1ec3n \u0111\u1ed5i v\u00e0 b\u00e1n h\u00e0ng.<\/p>\n\n\n

\n
\"Ph\u00e2n
Ph\u00e2n lo\u1ea1i v\u00e0 th\u1ef1c ti\u1ec5n c\u00e1c nh\u00f3m KOL<\/em><\/figcaption><\/figure><\/div>\n\n\n

3.2 \u0110\u1eb7c \u0111i\u1ec3m nh\u1eadn d\u1ea1ng v\u00e0 ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng<\/h3>\n\n\n\n

M\u1ed7i nh\u00f3m KOL c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m nh\u1eadn d\u1ea1ng v\u00e0 ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng kh\u00e1c nhau, \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch marketing.<\/p>\n\n\n\n

– Celebrity KOL c\u00f3 ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng r\u1ed9ng, th\u01b0\u1eddng \u1edf c\u1ea5p qu\u1ed1c gia ho\u1eb7c qu\u1ed1c t\u1ebf. H\u1ecd c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi theo d\u00f5i tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng, nh\u01b0ng t\u1ef7 l\u1ec7 t\u01b0\u01a1ng t\u00e1c c\u00f3 th\u1ec3 kh\u00f4ng cao b\u1eb1ng c\u00e1c nh\u00f3m KOL kh\u00e1c. Celebrity th\u01b0\u1eddng ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch mang t\u00ednh qu\u1ea3ng b\u00e1 r\u1ed9ng r\u00e3i, n\u00e2ng cao nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh.<\/p>\n\n\n\n

– KOL chuy\u00ean gia c\u00f3 ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng h\u1eb9p h\u01a1n, t\u1eadp trung v\u00e0o nh\u1eefng ng\u01b0\u1eddi quan t\u00e2m \u0111\u1ebfn l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n c\u1ee7a h\u1ecd. Tuy nhi\u00ean, m\u1ee9c \u0111\u1ed9 tin c\u1eady v\u00e0 t\u00ednh thuy\u1ebft ph\u1ee5c c\u1ee7a h\u1ecd r\u1ea5t cao. \u0110\u00e2y l\u00e0 l\u1ef1a ch\u1ecdn l\u00fd t\u01b0\u1edfng cho c\u00e1c chi\u1ebfn d\u1ecbch marketing y\u00eau c\u1ea7u t\u00ednh chuy\u00ean m\u00f4n, \u0111\u1ed9 tin c\u1eady cao, \u0111\u1eb7c bi\u1ec7t trong c\u00e1c ng\u00e0nh nh\u01b0 y t\u1ebf, t\u00e0i ch\u00ednh, gi\u00e1o d\u1ee5c.<\/p>\n\n\n\n

– Influencer<\/a> th\u01b0\u1eddng c\u00f3 ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng v\u1eeba ph\u1ea3i, v\u1edbi l\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i t\u1eeb v\u00e0i ch\u1ee5c ngh\u00ecn \u0111\u1ebfn v\u00e0i tri\u1ec7u, t\u00f9y thu\u1ed9c v\u00e0o m\u1ee9c \u0111\u1ed9 ph\u1ed5 bi\u1ebfn. \u0110\u1eb7c \u0111i\u1ec3m n\u1ed5i b\u1eadt c\u1ee7a nh\u00f3m n\u00e0y l\u00e0 kh\u1ea3 n\u0103ng t\u01b0\u01a1ng t\u00e1c cao v\u1edbi c\u1ed9ng \u0111\u1ed3ng, s\u1ea3n xu\u1ea5t n\u1ed9i dung s\u00e1ng t\u1ea1o v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi xu h\u01b0\u1edbng. H\u1ecd th\u00edch h\u1ee3p cho c\u00e1c chi\u1ebfn d\u1ecbch c\u1ea7n t\u00ednh t\u01b0\u01a1ng t\u00e1c, s\u00e1ng t\u1ea1o v\u00e0 ti\u1ebfp c\u1eadn nh\u00f3m kh\u00e1ch h\u00e0ng tr\u1ebb.<\/p>\n\n\n\n

– KOC th\u00ec c\u00f3 ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng nh\u1ecf h\u01a1n, th\u01b0\u1eddng ch\u1ec9 c\u00f3 t\u1eeb v\u00e0i ngh\u00ecn \u0111\u1ebfn v\u00e0i ch\u1ee5c ngh\u00ecn ng\u01b0\u1eddi theo d\u00f5i. Tuy nhi\u00ean, h\u1ecd c\u00f3 t\u1ef7 l\u1ec7 t\u01b0\u01a1ng t\u00e1c v\u00e0 \u0111\u1ed9 tin c\u1eady r\u1ea5t cao, \u0111\u1eb7c bi\u1ec7t trong vi\u1ec7c \u0111\u01b0a ra \u0111\u00e1nh gi\u00e1 th\u1ef1c t\u1ebf v\u1ec1 s\u1ea3n ph\u1ea9m. KOC ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch marketing nh\u1ea5n m\u1ea1nh v\u00e0o tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m th\u1ef1c t\u1ebf, t\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 doanh s\u1ed1 b\u00e1n h\u00e0ng trong th\u1eddi gian ng\u1eafn.<\/p>\n\n\n\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 b\u1ea3ng t\u00f3m t\u1eaft \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng c\u1ee7a t\u1eebng nh\u00f3m KOL:<\/p>\n\n\n\n

Lo\u1ea1i KOL\u00a0<\/strong><\/td>Ph\u1ea1m vi \u1ea3nh h\u01b0\u1edfng\u00a0<\/strong><\/td>M\u1ee9c \u0111\u1ed9 tin c\u1eady<\/strong><\/td>Ng\u00e0nh ph\u00f9 h\u1ee3p<\/strong><\/td><\/tr>
Celebrity<\/td>R\u1ea5t r\u1ed9ng (tri\u1ec7u ng\u01b0\u1eddi)<\/td>Trung b\u00ecnh<\/td>Th\u1eddi trang, m\u1ef9 ph\u1ea9m, ti\u00eau d\u00f9ng<\/td><\/tr>
Chuy\u00ean gia<\/td>H\u1eb9p nh\u01b0ng chuy\u00ean s\u00e2u <\/td>R\u1ea5t cao <\/td>Y t\u1ebf, t\u00e0i ch\u00ednh, gi\u00e1o d\u1ee5c, c\u00f4ng ngh\u1ec7<\/td><\/tr>
Influencer<\/td>Trung b\u00ecnh \u0111\u1ebfn r\u1ed9ng<\/td>Cao<\/td>\u0110a d\u1ea1ng ng\u00e0nh ngh\u1ec1, ph\u00f9 h\u1ee3p v\u1edbi nh\u00f3m ng\u01b0\u1eddi tr\u1ebb<\/td><\/tr>
KOC<\/td>H\u1eb9p (c\u1ed9ng \u0111\u1ed3ng c\u1ee5 th\u1ec3)<\/td>R\u1ea5t cao<\/td>Th\u1eddi trang, m\u1ef9 ph\u1ea9m, \u0111\u1ed3 gia d\u1ee5ng<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

4. So s\u00e1nh chi ti\u1ebft: KOL, Influencer v\u00e0 KOC<\/h2>\n\n\n\n

\u0110\u1ec3 gi\u00fap doanh nghi\u1ec7p c\u00f3 c\u00e1i nh\u00ecn t\u1ed5ng quan v\u00e0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh \u0111\u00fang \u0111\u1eafn khi l\u1ef1a ch\u1ecdn \u0111\u1ed1i t\u00e1c cho chi\u1ebfn d\u1ecbch marketing, d\u01b0\u1edbi \u0111\u00e2y l\u00e0 b\u1ea3ng so s\u00e1nh chi ti\u1ebft gi\u1eefa KOL, Influencer v\u00e0 KOC:<\/p>\n\n\n\n

Ti\u00eau ch\u00ed<\/strong><\/td>KOL (Key Opinion Leader)\u00a0<\/strong><\/td>Influencer<\/strong><\/td>KOC (Key Opinion Consumer)<\/strong><\/td><\/tr>
\u0110\u1ecbnh ngh\u0129a<\/td>Ng\u01b0\u1eddi d\u1eabn d\u1eaft d\u01b0 lu\u1eadn ch\u1ee7 ch\u1ed1t, chuy\u00ean gia c\u00f3 uy t\u00edn trong l\u0129nh v\u1ef1c c\u1ee5 th\u1ec3<\/td>Ng\u01b0\u1eddi c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i<\/td>Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 \u1ea3nh h\u01b0\u1edfng, chia s\u1ebb tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf <\/td><\/tr>
S\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i<\/td>L\u1edbn (h\u00e0ng tr\u0103m ngh\u00ecn \u0111\u1ebfn h\u00e0ng tri\u1ec7u)<\/td>\u0110a d\u1ea1ng (t\u1eeb v\u00e0i ngh\u00ecn \u0111\u1ebfn h\u00e0ng tri\u1ec7u)<\/td>Nh\u1ecf \u0111\u1ebfn trung b\u00ecnh (v\u00e0i ngh\u00ecn \u0111\u1ebfn v\u00e0i ch\u1ee5c ngh\u00ecn) <\/td><\/tr>
Chuy\u00ean m\u00f4n <\/td>C\u00f3 chuy\u00ean m\u00f4n cao trong l\u0129nh v\u1ef1c c\u1ee5 th\u1ec3<\/td>Kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i c\u00f3 chuy\u00ean m\u00f4n s\u00e2u<\/td>Th\u01b0\u1eddng l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00f4ng th\u01b0\u1eddng c\u00f3 kinh nghi\u1ec7m s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m <\/td><\/tr>
N\u1ed9i dung<\/td>Chuy\u00ean nghi\u1ec7p, c\u00f3 t\u00ednh ph\u00e2n t\u00edch v\u00e0 chuy\u00ean s\u00e2u<\/td>\u0110a d\u1ea1ng, s\u00e1ng t\u1ea1o, n\u1eafm b\u1eaft xu h\u01b0\u1edbng<\/td>Th\u1ef1c t\u1ebf, ch\u00e2n th\u1eadt, t\u1eadp trung v\u00e0o tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m<\/td><\/tr>
M\u1ee9c \u0111\u1ed9 tin c\u1eady<\/td>Cao nh\u1edd uy t\u00edn v\u00e0 chuy\u00ean m\u00f4n<\/td>Trung b\u00ecnh \u0111\u1ebfn cao<\/td>R\u1ea5t cao v\u1ec1 m\u1eb7t tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m<\/td><\/tr>
Chi ph\u00ed h\u1ee3p t\u00e1c<\/td>Cao \u0111\u1ebfn r\u1ea5t cao<\/td>Trung b\u00ecnh \u0111\u1ebfn cao <\/td>Th\u1ea5p \u0111\u1ebfn trung b\u00ecnh<\/td><\/tr>
M\u1ee5c ti\u00eau marketing ph\u00f9 h\u1ee3p<\/td>X\u00e2y d\u1ef1ng uy t\u00edn th\u01b0\u01a1ng hi\u1ec7u, n\u00e2ng cao nh\u1eadn di\u1ec7n<\/td>T\u0103ng t\u01b0\u01a1ng t\u00e1c, ti\u1ebfp c\u1eadn \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau<\/td>T\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i, th\u00fac \u0111\u1ea9y doanh s\u1ed1 <\/td><\/tr>
V\u00ed d\u1ee5 t\u1ea1i Vi\u1ec7t Nam<\/td>Hoa h\u1eadu H’Hen Ni\u00ea, b\u00e1c s\u0129 Ng\u00f4 \u0110\u1ee9c H\u00f9ng, S\u01a1n T\u00f9ng M-TP<\/td>Giang \u01a0i, Tun Ph\u1ea1m, Viruss<\/td>C\u00e1c reviewer tr\u00ean TikTok, Facebook v\u1edbi l\u01b0\u1ee3ng fan trung b\u00ecnh <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

M\u1ed7i nh\u00f3m \u0111\u1ed1i t\u00e1c \u0111\u1ec1u c\u00f3 nh\u1eefng \u01b0u \u0111i\u1ec3m v\u00e0 h\u1ea1n ch\u1ebf ri\u00eang, ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c m\u1ee5c ti\u00eau marketing kh\u00e1c nhau. KOL th\u01b0\u1eddng ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch c\u1ea7n s\u1ef1 uy t\u00edn v\u00e0 ph\u1ea1m vi ti\u1ebfp c\u1eadn r\u1ed9ng; Influencer th\u00ec ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch c\u1ea7n s\u1ef1 s\u00e1ng t\u1ea1o v\u00e0 t\u01b0\u01a1ng t\u00e1c cao; c\u00f2n KOC l\u00fd t\u01b0\u1edfng cho c\u00e1c chi\u1ebfn d\u1ecbch t\u1eadp trung v\u00e0o tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m th\u1ef1c t\u1ebf v\u00e0 th\u00fac \u0111\u1ea9y doanh s\u1ed1.<\/p>\n\n\n\n

Xu h\u01b0\u1edbng hi\u1ec7n nay cho th\u1ea5y nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u \u0111ang k\u1ebft h\u1ee3p c\u1ea3 ba nh\u00f3m n\u00e0y trong chi\u1ebfn l\u01b0\u1ee3c marketing t\u1ed5ng th\u1ec3 \u0111\u1ec3 t\u1ed1i \u0111a h\u00f3a hi\u1ec7u qu\u1ea3, t\u1eadn d\u1ee5ng th\u1ebf m\u1ea1nh c\u1ee7a t\u1eebng nh\u00f3m t\u1ea1i c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau c\u1ee7a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

5. H\u01b0\u1edbng d\u1eabn doanh nghi\u1ec7p h\u1ee3p t\u00e1c hi\u1ec7u qu\u1ea3 v\u1edbi KOL<\/h2>\n\n\n\n

5.1 L\u1ef1a ch\u1ecdn KOL ph\u00f9 h\u1ee3p<\/h3>\n\n\n\n

Vi\u1ec7c l\u1ef1a ch\u1ecdn \u0111\u00fang KOL l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh th\u00e0nh c\u00f4ng c\u1ee7a chi\u1ebfn d\u1ecbch marketing. Doanh nghi\u1ec7p c\u1ea7n c\u00e2n nh\u1eafc k\u1ef9 l\u01b0\u1ee1ng c\u00e1c ti\u00eau ch\u00ed sau khi l\u1ef1a ch\u1ecdn KOL:<\/p>\n\n\n\n

\u0110\u1ea7u ti\u00ean, c\u1ea7n c\u00f3 s\u1ef1 ph\u00f9 h\u1ee3p gi\u1eefa h\u00ecnh \u1ea3nh KOL v\u00e0 th\u01b0\u01a1ng hi\u1ec7u. KOL \u0111\u01b0\u1ee3c ch\u1ecdn c\u1ea7n c\u00f3 phong c\u00e1ch, gi\u00e1 tr\u1ecb v\u00e0 h\u00ecnh \u1ea3nh t\u01b0\u01a1ng \u0111\u1ed3ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t KOL trong l\u0129nh v\u1ef1c th\u1ec3 thao c\u00f3 th\u1ec3 kh\u00f4ng ph\u00f9 h\u1ee3p \u0111\u1ec3 qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m xa x\u1ec9, v\u00e0 ng\u01b0\u1ee3c l\u1ea1i. S\u1ef1 kh\u00f4ng \u0111\u1ed3ng nh\u1ea5t n\u00e0y c\u00f3 th\u1ec3 khi\u1ebfn th\u00f4ng \u0111i\u1ec7p tr\u1edf n\u00ean kh\u00f4ng \u0111\u00e1ng tin c\u1eady v\u00e0 l\u00e0m gi\u1ea3m hi\u1ec7u \u1ee9ng chi\u1ebfn d\u1ecbch.<\/p>\n\n\n\n

Th\u1ee9 hai, xem x\u00e9t \u0111\u1ed1i t\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i c\u1ee7a KOL c\u00f3 tr\u00f9ng kh\u1edbp v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u hay kh\u00f4ng. \u0110i\u1ec1u quan tr\u1ecdng kh\u00f4ng ch\u1ec9 l\u00e0 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i m\u00e0 c\u00f2n l\u00e0 ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 s\u1ef1 li\u00ean quan c\u1ee7a h\u1ecd \u0111\u1ebfn s\u1ea3n ph\u1ea9m. M\u1ed9t KOL v\u1edbi 10.000 ng\u01b0\u1eddi theo d\u00f5i \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u00f3 th\u1ec3 mang l\u1ea1i hi\u1ec7u qu\u1ea3 cao h\u01a1n m\u1ed9t KOL v\u1edbi 100.000 ng\u01b0\u1eddi theo d\u00f5i kh\u00f4ng li\u00ean quan.<\/p>\n\n\n\n

Th\u1ee9 ba, \u0111\u00e1nh gi\u00e1 \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c th\u1ef1c c\u1ee7a KOL th\u00f4ng qua c\u00e1c ch\u1ec9 s\u1ed1 nh\u01b0 t\u1ef7 l\u1ec7 t\u01b0\u01a1ng t\u00e1c (engagement rate), s\u1ed1 l\u01b0\u1ee3ng b\u00ecnh lu\u1eadn, chia s\u1ebb tr\u00ean m\u1ed7i b\u00e0i \u0111\u0103ng. KOL c\u00f3 t\u1ef7 l\u1ec7 t\u01b0\u01a1ng t\u00e1c th\u1ef1c t\u1ebf cao th\u01b0\u1eddng mang l\u1ea1i hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch t\u1ed1t h\u01a1n, ngay c\u1ea3 khi s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i kh\u00f4ng qu\u00e1 l\u1edbn.<\/p>\n\n\n\n

Cu\u1ed1i c\u00f9ng, xem x\u00e9t l\u1ecbch s\u1eed h\u1ee3p t\u00e1c c\u1ee7a KOL v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. KOL t\u1eebng h\u1ee3p t\u00e1c v\u1edbi nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u c\u1ea1nh tranh trong c\u00f9ng th\u1eddi gian ng\u1eafn c\u00f3 th\u1ec3 l\u00e0m gi\u1ea3m t\u00ednh \u0111\u1ed9c quy\u1ec1n v\u00e0 s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a th\u00f4ng \u0111i\u1ec7p marketing.<\/p>\n\n\n

\n
\"L\u1ef1a
L\u1ef1a ch\u1ecdn KOL ph\u00f9 h\u1ee3p nh\u01b0 th\u1ebf n\u00e0o?<\/em><\/figcaption><\/figure><\/div>\n\n\n

5.2 Quy tr\u00ecnh l\u00e0m vi\u1ec7c v\u1edbi KOL<\/h3>\n\n\n\n

M\u1ed9t quy tr\u00ecnh l\u00e0m vi\u1ec7c c\u01a1 b\u1ea3n c\u00f9ng KOL th\u01b0\u1eddng g\u1ed3m c\u00e1c b\u01b0\u1edbc:<\/p>\n\n\n\n

B\u01b0\u1edbc 1:<\/strong> X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau chi\u1ebfn d\u1ecbch r\u00f5 r\u00e0ng. Doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 mong mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c t\u1eeb chi\u1ebfn d\u1ecbch l\u00e0 g\u00ec: t\u0103ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, t\u1ea1o t\u01b0\u01a1ng t\u00e1c, hay th\u00fac \u0111\u1ea9y doanh s\u1ed1 b\u00e1n h\u00e0ng. M\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 s\u1ebd \u0111\u1ecbnh h\u01b0\u1edbng cho vi\u1ec7c ch\u1ecdn KOL v\u00e0 n\u1ed9i dung chi\u1ebfn d\u1ecbch.<\/p>\n\n\n\n

B\u00ean c\u1ea1nh \u0111\u00f3, \u0111\u1ec3 chu\u1ea9n h\u00f3a v\u00e0 t\u1ed1i \u01b0u qu\u00e1 tr\u00ecnh n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng Base Work+ \u2013 B\u1ed9 gi\u1ea3i ph\u00e1p qu\u1ea3n tr\u1ecb c\u00f4ng vi\u1ec7c, quy tr\u00ecnh v\u00e0 d\u1ef1 \u00e1n<\/a> to\u00e0n di\u1ec7n do Base.vn ph\u00e1t tri\u1ec3n.<\/p>\n\n\n\n

Base Work+ h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p thi\u1ebft l\u1eadp m\u1ee5c ti\u00eau chi\u1ebfn d\u1ecbch, ph\u00ea duy\u1ec7t \u0111\u1ec1 xu\u1ea5t KOL v\u00e0 x\u00e2y d\u1ef1ng b\u1ea3ng k\u1ebf ho\u1ea1ch chi ti\u1ebft v\u1edbi c\u00e1c m\u1ed1c th\u1eddi gian c\u1ee5 th\u1ec3. H\u1ec7 th\u1ed1ng c\u00f2n cho ph\u00e9p ph\u00e2n c\u00f4ng nhi\u1ec7m v\u1ee5 r\u00f5 r\u00e0ng cho t\u1eebng th\u00e0nh vi\u00ean trong \u0111\u1ed9i ng\u0169 marketing, theo d\u00f5i ti\u1ebfn \u0111\u1ed9 tri\u1ec3n khai theo th\u1eddi gian th\u1ef1c, gi\u00fap c\u00e1c ho\u1ea1t \u0111\u1ed9ng di\u1ec5n ra \u0111\u1ed3ng b\u1ed9 v\u00e0 tr\u01a1n tru. Nh\u1edd \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 ti\u1ebft ki\u1ec7m \u0111\u00e1ng k\u1ec3 th\u1eddi gian, gi\u1ea3m chi ph\u00ed v\u1eadn h\u00e0nh v\u00e0 n\u00e2ng cao hi\u1ec7u qu\u1ea3 trong qu\u1ea3n l\u00fd chi\u1ebfn d\u1ecbch KOL.<\/p>\n\n\n\n

B\u01b0\u1edbc 2:<\/strong> L\u1ef1a ch\u1ecdn KOL ph\u00f9 h\u1ee3p d\u1ef1a tr\u00ean c\u00e1c ti\u00eau ch\u00ed \u0111\u00e3 \u0111\u1ec1 c\u1eadp \u1edf ph\u1ea7n tr\u01b0\u1edbc. N\u00ean c\u00e2n nh\u1eafc k\u1ef9 l\u01b0\u1ee1ng v\u00e0 c\u00f3 th\u1ec3 tham kh\u1ea3o \u00fd ki\u1ebfn t\u1eeb c\u00e1c chuy\u00ean gia trong ng\u00e0nh.<\/p>\n\n\n\n

B\u01b0\u1edbc 3:<\/strong> L\u1eadp v\u00e0 k\u00fd k\u1ebft h\u1ee3p \u0111\u1ed3ng r\u00f5 r\u00e0ng, n\u00eau r\u00f5 quy\u1ec1n l\u1ee3i v\u00e0 tr\u00e1ch nhi\u1ec7m c\u1ee7a hai b\u00ean. H\u1ee3p \u0111\u1ed3ng c\u1ea7n quy \u0111\u1ecbnh c\u1ee5 th\u1ec3 v\u1ec1 n\u1ed9i dung, th\u1eddi gian, k\u00eanh \u0111\u0103ng t\u1ea3i, quy\u1ec1n s\u1edf h\u1eefu tr\u00ed tu\u1ec7 v\u00e0 c\u00e1c \u0111i\u1ec1u kho\u1ea3n ph\u00e1p l\u00fd kh\u00e1c.<\/p>\n\n\n\n

B\u01b0\u1edbc 4:<\/strong> Brief chi ti\u1ebft cho KOL v\u1ec1 th\u00f4ng \u0111i\u1ec7p c\u1ea7n truy\u1ec1n t\u1ea3i, y\u00eau c\u1ea7u n\u1ed9i dung v\u00e0 k\u1ef3 v\u1ecdng t\u1eeb chi\u1ebfn d\u1ecbch. Tuy nhi\u00ean, n\u00ean \u0111\u1ec3 KOL c\u00f3 kh\u00f4ng gian s\u00e1ng t\u1ea1o \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o n\u1ed9i dung t\u1ef1 nhi\u00ean, ph\u00f9 h\u1ee3p v\u1edbi phong c\u00e1ch c\u1ee7a h\u1ecd v\u00e0 c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi theo d\u00f5i.<\/p>\n\n\n\n

B\u01b0\u1edbc 5:<\/strong> Theo d\u00f5i v\u00e0 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch th\u00f4ng qua c\u00e1c ch\u1ec9 s\u1ed1 KPI \u0111\u00e3 thi\u1ebft l\u1eadp tr\u01b0\u1edbc, nh\u01b0 l\u01b0\u1ee3t ti\u1ebfp c\u1eadn, t\u01b0\u01a1ng t\u00e1c, chuy\u1ec3n \u0111\u1ed5i, doanh s\u1ed1. Vi\u1ec7c \u0111\u00e1nh gi\u00e1 c\u1ea7n \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n li\u00ean t\u1ee5c trong v\u00e0 sau chi\u1ebfn d\u1ecbch.<\/p>\n\n\n\n

Ngo\u00e0i ra, doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng Base CRM<\/a> trong vi\u1ec7c ki\u1ec3m so\u00e1t hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch KOL theo th\u1eddi gian th\u1ef1c, theo d\u00f5i ngu\u1ed3n kh\u00e1ch h\u00e0ng ph\u00e1t sinh, h\u00e0nh vi t\u01b0\u01a1ng t\u00e1c, v\u00e0 t\u1ef7 l\u1ec7 ch\u1ed1t \u0111\u01a1n. V\u1edbi Base CRM, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c KOL n\u00e0o mang l\u1ea1i doanh thu cao nh\u1ea5t, ai c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh c\u00e1ch h\u1ee3p t\u00e1c, t\u1eeb \u0111\u00f3 t\u1ed1i \u01b0u chi ph\u00ed \u0111\u1ea7u t\u01b0 v\u00e0 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c KOL xu\u1ea5t s\u1eafc.<\/p>\n\n\n\n

B\u01b0\u1edbc 6:<\/strong> R\u00fat kinh nghi\u1ec7m v\u00e0 t\u1ed1i \u01b0u h\u00f3a cho c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp theo. Ph\u00e2n t\u00edch nh\u1eefng g\u00ec \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 nh\u1eefng g\u00ec ch\u01b0a th\u1ef1c s\u1ef1 hi\u1ec7u qu\u1ea3 \u0111\u1ec3 c\u1ea3i ti\u1ebfn trong t\u01b0\u01a1ng lai.<\/p>\n\n\n\n

5.3 C\u00e1c xu h\u01b0\u1edbng h\u1ee3p t\u00e1c c\u00f9ng KOL trong t\u01b0\u01a1ng lai<\/h3>\n\n\n\n

M\u1ed9t s\u1ed1 xu h\u01b0\u1edbng h\u1ee3p t\u00e1c c\u00f9ng KOL m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 tham kh\u1ea3o l\u00e0:<\/p>\n\n\n\n

– Xu h\u01b0\u1edbng micro-KOL \u0111ang l\u00ean ng\u00f4i khi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y c\u00e0ng \u01b0u ti\u00ean h\u1ee3p t\u00e1c v\u1edbi nh\u1eefng KOL c\u00f3 quy m\u00f4 nh\u1ecf h\u01a1n nh\u01b0ng c\u00f3 t\u01b0\u01a1ng t\u00e1c ch\u1ea5t l\u01b0\u1ee3ng cao v\u00e0 t\u00ednh x\u00e1c th\u1ef1c. Nh\u1eefng KOL n\u00e0y th\u01b0\u1eddng c\u00f3 k\u1ebft n\u1ed1i s\u00e2u s\u1eafc v\u1edbi c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi theo d\u00f5i, gi\u00fap t\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 ni\u1ec1m tin v\u00e0o s\u1ea3n ph\u1ea9m t\u1ed1t h\u01a1n.<\/p>\n\n\n\n

– T\u00edch h\u1ee3p \u0111a k\u00eanh c\u0169ng \u0111ang tr\u1edf th\u00e0nh xu h\u01b0\u1edbng ph\u1ed5 bi\u1ebfn. Thay v\u00ec t\u1eadp trung v\u00e0o m\u1ed9t n\u1ec1n t\u1ea3ng duy nh\u1ea5t, c\u00e1c chi\u1ebfn d\u1ecbch KOL marketing hi\u1ec7n nay th\u01b0\u1eddng k\u1ebft h\u1ee3p nhi\u1ec1u n\u1ec1n t\u1ea3ng nh\u01b0 TikTok, Instagram, Facebook, YouTube \u0111\u1ec3 t\u1ed1i \u0111a h\u00f3a ph\u1ea1m vi ti\u1ebfp c\u1eadn v\u00e0 t\u01b0\u01a1ng t\u00e1c.<\/p>\n\n\n\n

– N\u1ed9i dung ch\u00e2n th\u1ef1c, tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf \u0111ang \u0111\u01b0\u1ee3c \u01b0u ti\u00ean h\u01a1n so v\u1edbi qu\u1ea3ng c\u00e1o khu\u00f4n m\u1eabu. C\u00e1c KOL \u0111\u01b0\u1ee3c khuy\u1ebfn kh\u00edch chia s\u1ebb tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf, \u0111\u00e1nh gi\u00e1 kh\u00e1ch quan v\u1ec1 s\u1ea3n ph\u1ea9m, t\u1ea1o s\u1ef1 \u0111\u1ed3ng c\u1ea3m v\u00e0 thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n\n\n

– C\u00f4ng ngh\u1ec7 AI<\/a> v\u00e0 d\u1eef li\u1ec7u l\u1edbn \u0111ang \u0111\u01b0\u1ee3c \u1ee9ng d\u1ee5ng \u0111\u1ec3 t\u00ecm ki\u1ebfm, \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 h\u1ee3p t\u00e1c v\u1edbi KOL. C\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch d\u1eef li\u1ec7u gi\u00fap doanh nghi\u1ec7p c\u00f3 c\u00e1i nh\u00ecn ch\u00ednh x\u00e1c h\u01a1n v\u1ec1 hi\u1ec7u su\u1ea5t c\u1ee7a chi\u1ebfn d\u1ecbch v\u00e0 ROI.<\/p>\n\n\n\n

– Cu\u1ed1i c\u00f9ng, xu h\u01b0\u1edbng KOC (Key Opinion Consumer) \u0111ang m\u1edf r\u1ed9ng h\u01a1n khi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y c\u00e0ng h\u1ee3p t\u00e1c nhi\u1ec1u h\u01a1n v\u1edbi nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ef1c t\u1ebf nh\u01b0ng c\u00f3 \u1ea3nh h\u01b0\u1edfng nh\u1ecf. \u0110i\u1ec1u n\u00e0y gi\u00fap t\u1ea1o uy t\u00edn cho s\u1ea3n ph\u1ea9m th\u00f4ng qua l\u1eddi review ch\u00e2n th\u1eadt, \u0111\u1eb7c bi\u1ec7t hi\u1ec7u qu\u1ea3 trong c\u00e1c ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng, m\u1ef9 ph\u1ea9m v\u00e0 \u0111\u1ed3 gia d\u1ee5ng.<\/p>\n\n\n\n

\u0110\u1ecdc th\u00eam:<\/strong> AI Marketing l\u00e0 g\u00ec? C\u00e1ch \u1ee9ng d\u1ee5ng AI trong chi\u1ebfn l\u01b0\u1ee3c marketing<\/a><\/p>\n\n\n\n

6. T\u1ea1m k\u1ebft<\/h2>\n\n\n\n

V\u00e0 \u0111\u00f3 l\u00e0 nh\u1eefng th\u00f4ng tin c\u1ea7n bi\u1ebft v\u1ec1 KOL l\u00e0 g\u00ec. T\u00f3m l\u1ea1i, KOL \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu trong chi\u1ebfn l\u01b0\u1ee3c marketing hi\u1ec7n \u0111\u1ea1i, nh\u1ea5t l\u00e0 trong k\u1ef7 nguy\u00ean s\u1ed1 v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd c\u1ee7a m\u1ea1ng x\u00e3 h\u1ed9i. \u0110\u1ec3 t\u1eadn d\u1ee5ng t\u1ed1t s\u1ee9c \u1ea3nh h\u01b0\u1edfng c\u1ee7a KOL, doanh nghi\u1ec7p c\u1ea7n hi\u1ec3u r\u00f5 v\u1ec1 kh\u00e1i ni\u1ec7m, vai tr\u00f2 v\u00e0 c\u00e1c lo\u1ea1i KOL kh\u00e1c nhau, \u0111\u1ed3ng th\u1eddi x\u00e2y d\u1ef1ng quy tr\u00ecnh l\u00e0m vi\u1ec7c chuy\u00ean nghi\u1ec7p, b\u00e0i b\u1ea3n. V\u1edbi chi\u1ebfn l\u01b0\u1ee3c \u0111\u00fang \u0111\u1eafn, h\u1ee3p t\u00e1c v\u1edbi KOL c\u00f3 th\u1ec3 mang l\u1ea1i nh\u1eefng k\u1ebft qu\u1ea3 \u1ea5n t\u01b0\u1ee3ng cho th\u01b0\u01a1ng hi\u1ec7u, t\u1eeb t\u0103ng nh\u1eadn di\u1ec7n \u0111\u1ebfn th\u00fac \u0111\u1ea9y doanh s\u1ed1 v\u00e0 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n","protected":false},"excerpt":{"rendered":"

Trong b\u1ed1i c\u1ea3nh truy\u1ec1n th\u00f4ng s\u1ed1 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd, KOL \u0111\u00e3 tr\u1edf th\u00e0nh nh\u00e2n t\u1ed1 th\u01b0\u1eddng xuy\u00ean c\u00f3 m\u1eb7t trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u. Thu\u1eadt ng\u1eef n\u00e0y xu\u1ea5t hi\u1ec7n ng\u00e0y c\u00e0ng ph\u1ed5 bi\u1ebfn trong c\u00e1c cu\u1ed9c th\u1ea3o lu\u1eadn v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c marketing, \u0111\u1eb7c bi\u1ec7t khi c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 […]<\/p>\n","protected":false},"author":19,"featured_media":22757,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22],"tags":[],"ppma_author":[63],"class_list":["post-22740","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc-marketing"],"acf":[],"yoast_head":"\nKOL l\u00e0 g\u00ec? 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