{"id":703,"date":"2026-09-13T12:13:16","date_gmt":"2026-09-13T05:13:16","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=703"},"modified":"2026-09-13T12:13:20","modified_gmt":"2026-09-13T05:13:20","slug":"storytelling-trong-marketing-ky-thuat-va-cach-trien-khai","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/","title":{"rendered":"Storytelling trong marketing: k\u1ef9 thu\u1eadt v\u00e0 c\u00e1ch tri\u1ec3n khai"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">M\u1ed9t b\u00e0i \u0111\u0103ng li\u1ec7t k\u00ea t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m hi\u1ebfm khi \u0111\u01b0\u1ee3c nh\u1edb \u0111\u1ebfn sau 24 gi\u1edd. Nh\u01b0ng m\u1ed9t c\u00e2u chuy\u1ec7n \u0111\u00fang &#8211; c\u00f3 nh\u00e2n v\u1eadt, c\u00f3 xung \u0111\u1ed9t, c\u00f3 c\u00e1i k\u1ebft &#8211; c\u00f3 th\u1ec3 \u1edf l\u1ea1i trong \u0111\u1ea7u kh\u00e1ch h\u00e0ng nhi\u1ec1u n\u0103m. \u0110\u00f3 l\u00e0 l\u00fd do <a href=\"https:\/\/dykhoa.com\/blog\/course-tag\/storytelling\/\" data-type=\"course-tag\" data-id=\"202\">storytelling<\/a> tr\u1edf th\u00e0nh k\u1ef9 n\u0103ng b\u1eaft bu\u1ed9c, ch\u1ee9 kh\u00f4ng c\u00f2n l\u00e0 &#8220;\u0111i\u1ec3m c\u1ed9ng&#8221;, v\u1edbi b\u1ea5t k\u1ef3 ai l\u00e0m truy\u1ec1n th\u00f4ng marketing. B\u00e0i vi\u1ebft n\u00e0y \u0111i t\u1eeb n\u1ec1n t\u1ea3ng h\u1ecdc thu\u1eadt c\u1ee7a storytelling, qua c\u00e1c khung k\u1ef9 thu\u1eadt \u0111ang \u0111\u01b0\u1ee3c d\u00f9ng ph\u1ed5 bi\u1ebfn, \u0111\u1ebfn h\u01b0\u1edbng d\u1eabn tri\u1ec3n khai t\u1eebng b\u01b0\u1edbc k\u00e8m v\u00ed d\u1ee5 th\u1ef1c t\u1ebf.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-box-title\">Trong b\u00e0i vi\u1ebft n\u00e0y,<\/div>\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Storytelling_trong_marketing_la_gi\" >Storytelling trong marketing l\u00e0 g\u00ec?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Vi_sao_storytelling_thay_doi_duoc_nhan_thuc_va_hanh_vi\" >V\u00ec sao storytelling thay \u0111\u1ed5i \u0111\u01b0\u1ee3c nh\u1eadn th\u1ee9c v\u00e0 h\u00e0nh vi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Cau_truc_cua_mot_cau_chuyen_thuong_hieu_hieu_qua\" >C\u1ea5u tr\u00fac c\u1ee7a m\u1ed9t c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Ba_thanh_phan_cot_loi_nhan_vat_xung_dot_giai_phap\" >Ba th\u00e0nh ph\u1ea7n c\u1ed1t l\u00f5i: nh\u00e2n v\u1eadt, xung \u0111\u1ed9t, gi\u1ea3i ph\u00e1p<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Hanh_trinh_cua_nhan_vat_chinh_the_heros_journey\" >H\u00e0nh tr\u00ecnh c\u1ee7a nh\u00e2n v\u1eadt ch\u00ednh (the hero&#8217;s journey)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Khung_trien_khai_thuc_hanh_StoryBrand_SB7\" >Khung tri\u1ec3n khai th\u1ef1c h\u00e0nh: StoryBrand SB7<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Huong_dan_trien_khai_storytelling_cho_mot_chien_dich_marcom\" >H\u01b0\u1edbng d\u1eabn tri\u1ec3n khai storytelling cho m\u1ed9t chi\u1ebfn d\u1ecbch marcom<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Vi_du_minh_hoa\" >V\u00ed d\u1ee5 minh h\u1ecda<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Quoc_te_Dove_%E2%80%9CReal_Beauty_Sketches%E2%80%9D_2013\" >Qu\u1ed1c t\u1ebf: Dove &#8220;Real Beauty Sketches&#8221; (2013)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Viet_Nam_Bitis_Hunter_%E2%80%93_%E2%80%9CDi_de_tro_ve%E2%80%9D\" >Vi\u1ec7t Nam: Biti&#8217;s Hunter &#8211; &#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221;<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Sai_lam_thuong_gap_khi_lam_storytelling_trong_marcom\" >Sai l\u1ea7m th\u01b0\u1eddng g\u1eb7p khi l\u00e0m storytelling trong marcom<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Cau_hoi_thuong_gap\" >C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Ket_luan\" >K\u1ebft lu\u1eadn<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Doi_loi_gioi_thieu\" >\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/#Tai_lieu_tham_khao\" >T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Storytelling_trong_marketing_la_gi\"><\/span>Storytelling trong marketing l\u00e0 g\u00ec?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Storytelling trong marketing l\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng c\u1ea5u tr\u00fac v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 c\u1ee7a m\u1ed9t c\u00e2u chuy\u1ec7n &#8211; nh\u00e2n v\u1eadt, b\u1ed1i c\u1ea3nh, xung \u0111\u1ed9t, gi\u1ea3i ph\u00e1p &#8211; \u0111\u1ec3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u, thay v\u00ec tr\u00ecnh b\u00e0y tr\u1ef1c ti\u1ebfp th\u00f4ng tin s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1ec1 m\u1eb7t h\u1ecdc thu\u1eadt, Woodside (2010) l\u00fd gi\u1ea3i storytelling hi\u1ec7u qu\u1ea3 v\u00ec b\u1ed9 nh\u1edb con ng\u01b0\u1eddi v\u1ed1n \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c theo d\u1ea1ng t\u1ef1 s\u1ef1 (narrative): con ng\u01b0\u1eddi ghi nh\u1edb v\u00e0 truy xu\u1ea5t th\u00f4ng tin d\u1ec5 d\u00e0ng h\u01a1n khi th\u00f4ng tin \u0111\u00f3 \u0111\u01b0\u1ee3c \u0111\u00f3ng g\u00f3i th\u00e0nh m\u1ed9t c\u00e2u chuy\u1ec7n, thay v\u00ec m\u1ed9t danh s\u00e1ch d\u1eef ki\u1ec7n r\u1eddi r\u1ea1c. C\u00f9ng h\u01b0\u1edbng ti\u1ebfp c\u1eadn n\u00e0y, Escalas (2004) ch\u1ec9 ra r\u1eb1ng khi m\u1ed9t qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c k\u1ec3 d\u01b0\u1edbi d\u1ea1ng c\u00e2u chuy\u1ec7n, ng\u01b0\u1eddi xem c\u00f3 xu h\u01b0\u1edbng x\u1eed l\u00fd th\u00f4ng tin theo c\u00e1ch t\u1ef1 s\u1ef1 (narrative processing) &#8211; t\u1ee9c l\u00e0 c\u1ed1 g\u1eafng g\u1eafn c\u00e2u chuy\u1ec7n \u0111\u00f3 v\u00e0o tr\u1ea3i nghi\u1ec7m v\u00e0 b\u1ea3n s\u1eafc c\u1ee7a ch\u00ednh m\u00ecnh, t\u1eeb \u0111\u00f3 h\u00ecnh th\u00e0nh ho\u1eb7c c\u1ee7ng c\u1ed1 m\u1ed1i li\u00ean k\u1ebft gi\u1eefa b\u1ea3n th\u00e2n h\u1ecd v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00f3i ng\u1eafn g\u1ecdn: storytelling kh\u00f4ng ph\u1ea3i l\u00e0 &#8220;k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n hay cho vui&#8221;, m\u00e0 l\u00e0 m\u1ed9t c\u01a1 ch\u1ebf t\u00e2m l\u00fd gi\u00fap th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u \u0111i v\u00e0o tr\u00ed nh\u1edb v\u00e0 b\u1ea3n s\u1eafc c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_sao_storytelling_thay_doi_duoc_nhan_thuc_va_hanh_vi\"><\/span>V\u00ec sao storytelling thay \u0111\u1ed5i \u0111\u01b0\u1ee3c nh\u1eadn th\u1ee9c v\u00e0 h\u00e0nh vi<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ec1n t\u1ea3ng t\u00e2m l\u00fd h\u1ecdc \u0111\u1ee9ng sau hi\u1ec7u qu\u1ea3 c\u1ee7a storytelling l\u00e0 l\u00fd thuy\u1ebft v\u1eadn chuy\u1ec3n <a href=\"https:\/\/dykhoa.com\/blog\/xu-ly-khung-hoang-truyen-thong-hoai-linh\/\" data-type=\"post\" data-id=\"199\">t\u1ef1 s\u1ef1<\/a> (narrative transportation theory) c\u1ee7a Green v\u00e0 Brock (2000), c\u00f4ng b\u1ed1 tr\u00ean Journal of Personality and Social Psychology. Hai t\u00e1c gi\u1ea3 \u0111\u1ecbnh ngh\u0129a &#8220;v\u1eadn chuy\u1ec3n&#8221; (transportation) l\u00e0 tr\u1ea1ng th\u00e1i m\u1ed9t ng\u01b0\u1eddi b\u1ecb cu\u1ed1n v\u00e0o th\u1ebf gi\u1edbi c\u1ee7a c\u00e2u chuy\u1ec7n \u0111\u1ebfn m\u1ee9c t\u1eadp trung ch\u00fa \u00fd, c\u00f3 ph\u1ea3n \u1ee9ng c\u1ea3m x\u00fac v\u00e0 h\u00ecnh th\u00e0nh h\u00ecnh \u1ea3nh trong \u0111\u1ea7u v\u1ec1 nh\u1eefng g\u00ec \u0111ang di\u1ec5n ra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Green v\u00e0 Brock (2000) ch\u1ee9ng minh qua hai th\u1ef1c nghi\u1ec7m r\u1eb1ng ng\u01b0\u1eddi \u0111\u1ecdc c\u00e0ng b\u1ecb &#8220;v\u1eadn chuy\u1ec3n&#8221; v\u00e0o c\u00e2u chuy\u1ec7n, h\u1ecd c\u00e0ng \u00edt ph\u1ea3n bi\u1ec7n l\u1ea1i c\u00e1c th\u00f4ng \u0111i\u1ec7p\/ni\u1ec1m tin m\u00e0 c\u00e2u chuy\u1ec7n \u0111\u00f3 truy\u1ec1n t\u1ea3i, v\u00e0 c\u00e0ng c\u00f3 xu h\u01b0\u1edbng \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c v\u1ec1 nh\u00e2n v\u1eadt ch\u00ednh trong truy\u1ec7n. \u00c1p d\u1ee5ng v\u00e0o marketing: khi kh\u00e1ch h\u00e0ng b\u1ecb cu\u1ed1n v\u00e0o c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, h\u1ecd gi\u1ea3m b\u1edbt t\u00e2m l\u00fd ph\u00f2ng th\u1ee7 v\u1ed1n th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n khi ti\u1ebfp x\u00fac v\u1edbi qu\u1ea3ng c\u00e1o tr\u1ef1c ti\u1ebfp &#8211; \u0111\u00e2y ch\u00ednh l\u00e0 l\u00fd do storytelling th\u01b0\u1eddng hi\u1ec7u qu\u1ea3 h\u01a1n qu\u1ea3ng c\u00e1o li\u1ec7t k\u00ea t\u00ednh n\u0103ng trong vi\u1ec7c thay \u0111\u1ed5i th\u00e1i \u0111\u1ed9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cau_truc_cua_mot_cau_chuyen_thuong_hieu_hieu_qua\"><\/span>C\u1ea5u tr\u00fac c\u1ee7a m\u1ed9t c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u01b0\u1edbc khi \u0111\u1ebfn c\u00e1c khung tri\u1ec3n khai th\u1ef1c h\u00e0nh, ng\u01b0\u1eddi l\u00e0m marcom c\u1ea7n n\u1eafm hai n\u1ec1n t\u1ea3ng c\u1ea5u tr\u00fac k\u1ec3 chuy\u1ec7n \u0111\u00e3 \u0111\u01b0\u1ee3c ki\u1ec3m ch\u1ee9ng qua th\u1eddi gian.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ba_thanh_phan_cot_loi_nhan_vat_xung_dot_giai_phap\"><\/span>Ba th\u00e0nh ph\u1ea7n c\u1ed1t l\u00f5i: nh\u00e2n v\u1eadt, xung \u0111\u1ed9t, gi\u1ea3i ph\u00e1p<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Theo t\u1ed5ng h\u1ee3p c\u1ee7a Woodside (2010) v\u1ec1 l\u00fd thuy\u1ebft storytelling trong marketing, m\u1ed9t c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u t\u1ed1i thi\u1ec3u c\u1ea7n c\u00f3: m\u1ed9t nh\u00e2n v\u1eadt v\u1edbi m\u1ee5c ti\u00eau ho\u1eb7c k\u1ef3 v\u1ecdng c\u1ee5 th\u1ec3, m\u1ed9t tr\u1edf ng\u1ea1i\/xung \u0111\u1ed9t ng\u0103n nh\u00e2n v\u1eadt \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u00f3, v\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh gi\u1ea3i quy\u1ebft xung \u0111\u1ed9t d\u1eabn \u0111\u1ebfn k\u1ebft qu\u1ea3. Thi\u1ebfu xung \u0111\u1ed9t, n\u1ed9i dung s\u1ebd ch\u1ec9 l\u00e0 m\u00f4 t\u1ea3, kh\u00f4ng ph\u1ea3i m\u1ed9t c\u00e2u chuy\u1ec7n &#8211; v\u00e0 \u0111\u00e2y c\u0169ng l\u00e0 l\u1ed7i ph\u1ed5 bi\u1ebfn nh\u1ea5t khi doanh nghi\u1ec7p l\u00e0m n\u1ed9i dung th\u01b0\u01a1ng hi\u1ec7u: k\u1ec3 l\u1ec3 th\u00e0nh t\u00edch m\u00e0 kh\u00f4ng c\u00f3 k\u1ecbch t\u00ednh.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Hanh_trinh_cua_nhan_vat_chinh_the_heros_journey\"><\/span>H\u00e0nh tr\u00ecnh c\u1ee7a nh\u00e2n v\u1eadt ch\u00ednh (the hero&#8217;s journey)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nh\u00e0 nghi\u00ean c\u1ee9u v\u0103n h\u1ecdc Joseph Campbell (1949), trong c\u00f4ng tr\u00ecnh kinh \u0111i\u1ec3n &#8220;The Hero with a Thousand Faces&#8221;, t\u1ed5ng h\u1ee3p m\u1ed9t c\u1ea5u tr\u00fac t\u1ef1 s\u1ef1 l\u1eb7p l\u1ea1i xuy\u00ean su\u1ed1t th\u1ea7n tho\u1ea1i v\u00e0 v\u0103n h\u1ecdc nhi\u1ec1u n\u1ec1n v\u0103n h\u00f3a: nh\u00e2n v\u1eadt ch\u00ednh r\u1eddi kh\u1ecfi th\u1ebf gi\u1edbi quen thu\u1ed9c (departure), tr\u1ea3i qua th\u1eed th\u00e1ch v\u1edbi s\u1ef1 gi\u00fap \u0111\u1ee1 c\u1ee7a m\u1ed9t &#8220;ng\u01b0\u1eddi d\u1eabn \u0111\u01b0\u1eddng&#8221; (initiation), r\u1ed3i tr\u1edf v\u1ec1 v\u1edbi s\u1ef1 thay \u0111\u1ed5i ho\u1eb7c b\u00e0i h\u1ecdc m\u1edbi (return). C\u1ea5u tr\u00fac &#8220;h\u00e0nh tr\u00ecnh anh h\u00f9ng&#8221; n\u00e0y v\u1ec1 sau tr\u1edf th\u00e0nh n\u1ec1n t\u1ea3ng cho nhi\u1ec1u khung storytelling th\u01b0\u01a1ng m\u1ea1i, trong \u0111\u00f3 ph\u1ed5 bi\u1ebfn nh\u1ea5t l\u00e0 khung StoryBrand (SB7) s\u1ebd tr\u00ecnh b\u00e0y \u1edf ph\u1ea7n ti\u1ebfp theo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Khung_trien_khai_thuc_hanh_StoryBrand_SB7\"><\/span>Khung tri\u1ec3n khai th\u1ef1c h\u00e0nh: StoryBrand SB7<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Trong gi\u1edbi h\u00e0nh ngh\u1ec1 marcom hi\u1ec7n nay, khung \u0111\u01b0\u1ee3c \u1ee9ng d\u1ee5ng r\u1ed9ng r\u00e3i nh\u1ea5t \u0111\u1ec3 chuy\u1ec3n h\u00f3a l\u00fd thuy\u1ebft k\u1ec3 chuy\u1ec7n th\u00e0nh m\u1ed9t quy tr\u00ecnh vi\u1ebft n\u1ed9i dung c\u1ee5 th\u1ec3 l\u00e0 StoryBrand SB7, do Donald Miller gi\u1edbi thi\u1ec7u trong s\u00e1ch &#8220;Building a StoryBrand: Clarify Your Message So Customers Will Listen&#8221; (Miller, 2017). Khung n\u00e0y \u0111i\u1ec1u ch\u1ec9nh tr\u1ef1c ti\u1ebfp c\u1ea5u tr\u00fac h\u00e0nh tr\u00ecnh anh h\u00f9ng c\u1ee7a Campbell v\u00e0o b\u1ed1i c\u1ea3nh th\u01b0\u01a1ng hi\u1ec7u, g\u1ed3m 7 th\u00e0nh ph\u1ea7n:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Nh\u00e2n v\u1eadt (Character)<\/strong>: kh\u00e1ch h\u00e0ng &#8211; kh\u00f4ng ph\u1ea3i th\u01b0\u01a1ng hi\u1ec7u &#8211; l\u00e0 nh\u00e2n v\u1eadt ch\u00ednh\/anh h\u00f9ng c\u1ee7a c\u00e2u chuy\u1ec7n.<\/li>\n\n\n\n<li><strong>V\u1ea5n \u0111\u1ec1 (Problem)<\/strong>: nh\u00e2n v\u1eadt g\u1eb7p v\u1ea5n \u0111\u1ec1 \u1edf ba l\u1edbp &#8211; v\u1ea5n \u0111\u1ec1 b\u00ean ngo\u00e0i (external, v\u00ed d\u1ee5: &#8220;c\u1ea7n m\u1ed9t \u0111\u00f4i gi\u00e0y ch\u1ea1y b\u1ed9 t\u1ed1t h\u01a1n&#8221;), v\u1ea5n \u0111\u1ec1 b\u00ean trong (internal, v\u00ed d\u1ee5: &#8220;c\u1ea3m th\u1ea5y thi\u1ebfu t\u1ef1 tin khi t\u1eadp luy\u1ec7n&#8221;), v\u00e0 v\u1ea5n \u0111\u1ec1 mang t\u00ednh tri\u1ebft l\u00fd (philosophical, v\u00ed d\u1ee5: &#8220;m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u x\u1ee9ng \u0111\u00e1ng \u0111\u01b0\u1ee3c v\u1eadn \u0111\u1ed9ng tho\u1ea3i m\u00e1i&#8221;).<\/li>\n\n\n\n<li><strong>Ng\u01b0\u1eddi d\u1eabn \u0111\u01b0\u1eddng (Guide)<\/strong>: th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3ng vai ng\u01b0\u1eddi d\u1eabn \u0111\u01b0\u1eddng &#8211; kh\u00f4ng ph\u1ea3i anh h\u00f9ng &#8211; th\u1ec3 hi\u1ec7n s\u1ef1 th\u1ea5u c\u1ea3m (empathy) v\u00e0 n\u0103ng l\u1ef1c chuy\u00ean m\u00f4n (authority) \u0111\u1ec3 kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng.<\/li>\n\n\n\n<li><strong>K\u1ebf ho\u1ea1ch (Plan)<\/strong>: th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0a ra m\u1ed9t k\u1ebf ho\u1ea1ch \u0111\u01a1n gi\u1ea3n, th\u01b0\u1eddng ch\u1ec9 3-4 b\u01b0\u1edbc, \u0111\u1ec3 kh\u00e1ch h\u00e0ng bi\u1ebft ch\u00ednh x\u00e1c ph\u1ea3i l\u00e0m g\u00ec ti\u1ebfp theo.<\/li>\n\n\n\n<li><strong>L\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng (Call to action)<\/strong>: g\u1ed3m h\u00e0nh \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp (mua ngay, \u0111\u0103ng k\u00fd ngay) v\u00e0 h\u00e0nh \u0111\u1ed9ng chuy\u1ec3n ti\u1ebfp (t\u1ea3i t\u00e0i li\u1ec7u, \u0111\u1ec3 l\u1ea1i th\u00f4ng tin) cho kh\u00e1ch h\u00e0ng ch\u01b0a s\u1eb5n s\u00e0ng mua ngay.<\/li>\n\n\n\n<li><strong>Tr\u00e1nh th\u1ea5t b\u1ea1i (Failure)<\/strong>: ch\u1ec9 ra h\u1eadu qu\u1ea3 c\u1ee5 th\u1ec3 n\u1ebfu kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0nh \u0111\u1ed9ng.<\/li>\n\n\n\n<li><strong>\u0110\u1ea1t th\u00e0nh c\u00f4ng (Success)<\/strong>: v\u1ebd ra b\u1ee9c tranh c\u1ee5 th\u1ec3 v\u1ec1 cu\u1ed9c s\u1ed1ng\/k\u1ebft qu\u1ea3 t\u1ed1t \u0111\u1eb9p h\u01a1n sau khi v\u1ea5n \u0111\u1ec1 \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Huong_dan_trien_khai_storytelling_cho_mot_chien_dich_marcom\"><\/span>H\u01b0\u1edbng d\u1eabn tri\u1ec3n khai storytelling cho m\u1ed9t chi\u1ebfn d\u1ecbch marcom<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">K\u1ebft h\u1ee3p n\u1ec1n t\u1ea3ng l\u00fd thuy\u1ebft v\u00e0 khung SB7 \u1edf tr\u00ean, d\u01b0\u1edbi \u0111\u00e2y l\u00e0 quy tr\u00ecnh c\u1ee5 th\u1ec3 \u0111\u1ec3 \u00e1p d\u1ee5ng storytelling v\u00e0o m\u1ed9t chi\u1ebfn d\u1ecbch ho\u1eb7c m\u1ed9t n\u1ed9i dung truy\u1ec1n th\u00f4ng marketing:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh \u0111\u00fang ai l\u00e0 nh\u00e2n v\u1eadt ch\u00ednh<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u01b0\u1edbc khi vi\u1ebft b\u1ea5t k\u1ef3 d\u00f2ng n\u1ed9i dung n\u00e0o, h\u00e3y tr\u1ea3 l\u1eddi: c\u00e2u chuy\u1ec7n n\u00e0y \u0111ang k\u1ec3 v\u1ec1 ai? N\u1ebfu c\u00e2u tr\u1ea3 l\u1eddi l\u00e0 &#8220;v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u ch\u00fang t\u00f4i&#8221;, \u0111\u00f3 l\u00e0 d\u1ea5u hi\u1ec7u c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh. Theo \u0111\u00fang tinh th\u1ea7n c\u1ee7a Miller (2017), kh\u00e1ch h\u00e0ng &#8211; v\u1edbi m\u1ed9t mong mu\u1ed1n ho\u1eb7c m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 &#8211; m\u1edbi l\u00e0 nh\u00e2n v\u1eadt ch\u00ednh; th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 n\u00ean xu\u1ea5t hi\u1ec7n v\u1edbi vai tr\u00f2 h\u1ed7 tr\u1ee3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u01b0\u1edbc 2: M\u00f4 t\u1ea3 r\u00f5 xung \u0111\u1ed9t \u1edf c\u1ea3 ba l\u1edbp<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">X\u00e1c \u0111\u1ecbnh v\u1ea5n \u0111\u1ec1 b\u00ean ngo\u00e0i (th\u1ee9 kh\u00e1ch h\u00e0ng \u0111ang thi\u1ebfu ho\u1eb7c g\u1eb7p kh\u00f3 kh\u0103n), v\u1ea5n \u0111\u1ec1 b\u00ean trong (c\u1ea3m x\u00fac \u0111i k\u00e8m v\u1edbi kh\u00f3 kh\u0103n \u0111\u00f3), v\u00e0 v\u1ea5n \u0111\u1ec1 mang t\u00ednh gi\u00e1 tr\u1ecb\/tri\u1ebft l\u00fd (l\u00fd do s\u00e2u xa h\u01a1n khi\u1ebfn v\u1ea5n \u0111\u1ec1 n\u00e0y \u0111\u00e1ng \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft). Xung \u0111\u1ed9t c\u00e0ng c\u1ee5 th\u1ec3, c\u00e2u chuy\u1ec7n c\u00e0ng d\u1ec5 t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u1ed3ng c\u1ea3m.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u01b0\u1edbc 3: \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ng\u01b0\u1eddi d\u1eabn \u0111\u01b0\u1eddng, kh\u00f4ng ph\u1ea3i ng\u01b0\u1eddi h\u00f9ng<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Th\u1ec3 hi\u1ec7n s\u1ef1 th\u1ea5u c\u1ea3m b\u1eb1ng c\u00e1ch cho th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u hi\u1ec3u r\u00f5 n\u1ed7i \u0111au c\u1ee7a kh\u00e1ch h\u00e0ng, \u0111\u1ed3ng th\u1eddi th\u1ec3 hi\u1ec7n n\u0103ng l\u1ef1c b\u1eb1ng b\u1eb1ng ch\u1ee9ng c\u1ee5 th\u1ec3 (s\u1ed1 li\u1ec7u, ch\u1ee9ng nh\u1eadn, c\u00e2u chuy\u1ec7n kh\u00e1ch h\u00e0ng tr\u01b0\u1edbc \u0111\u00f3).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u01b0\u1edbc 4: \u0110\u01b0a ra m\u1ed9t k\u1ebf ho\u1ea1ch \u0111\u01a1n gi\u1ea3n v\u00e0 l\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng r\u00f5 r\u00e0ng<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gi\u1edbi h\u1ea1n k\u1ebf ho\u1ea1ch trong 3-4 b\u01b0\u1edbc d\u1ec5 h\u00ecnh dung. L\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng c\u1ea7n c\u1ee5 th\u1ec3 (m\u1ed9t \u0111\u1ed9ng t\u1eeb, m\u1ed9t h\u00e0nh \u0111\u1ed9ng, kh\u00f4ng m\u01a1 h\u1ed3).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u01b0\u1edbc 5: L\u00e0m r\u00f5 \u0111i\u1ec1u \u0111\u01b0\u1ee3c v\u00e0 m\u1ea5t<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00eau ng\u1eafn g\u1ecdn h\u1eadu qu\u1ea3 n\u1ebfu kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0nh \u0111\u1ed9ng (kh\u00f4ng c\u1ea7n d\u1ecda n\u1ea1t, ch\u1ec9 c\u1ea7n th\u1ef1c t\u1ebf), song song v\u1edbi h\u00ecnh \u1ea3nh c\u1ee5 th\u1ec3 v\u1ec1 k\u1ebft qu\u1ea3 t\u00edch c\u1ef1c n\u1ebfu h\u1ecd h\u00e0nh \u0111\u1ed9ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u01b0\u1edbc 6: Ch\u1ecdn \u0111\u1ecbnh d\u1ea1ng v\u00e0 l\u1ed3ng chi ti\u1ebft c\u1ea3m gi\u00e1c<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f9ng m\u1ed9t c\u1ea5u tr\u00fac c\u00e2u chuy\u1ec7n c\u00f3 th\u1ec3 th\u1ec3 hi\u1ec7n qua video, b\u00e0i vi\u1ebft d\u00e0i, chu\u1ed7i b\u00e0i \u0111\u0103ng m\u1ea1ng x\u00e3 h\u1ed9i hay m\u1ed9t bu\u1ed5i livestream. D\u00f9 ch\u1ecdn \u0111\u1ecbnh d\u1ea1ng n\u00e0o, h\u00e3y l\u1ed3ng c\u00e1c chi ti\u1ebft c\u1ee5 th\u1ec3, gi\u00e0u h\u00ecnh \u1ea3nh v\u00e0 c\u1ea3m gi\u00e1c (th\u1eddi gian, \u0111\u1ecba \u0111i\u1ec3m, \u00e2m thanh, c\u1ea3m x\u00fac) &#8211; \u0111\u00e2y ch\u00ednh l\u00e0 y\u1ebfu t\u1ed1 k\u00edch ho\u1ea1t &#8220;s\u1ef1 v\u1eadn chuy\u1ec3n&#8221; v\u00e0o c\u00e2u chuy\u1ec7n theo l\u00fd thuy\u1ebft c\u1ee7a Green v\u00e0 Brock (2000). M\u1ed9t c\u00e2u chuy\u1ec7n ch\u1ec9 n\u00eau chung chung (&#8220;nhi\u1ec1u kh\u00e1ch h\u00e0ng \u0111\u00e3 h\u00e0i l\u00f2ng&#8221;) s\u1ebd kh\u00f3 t\u1ea1o \u0111\u01b0\u1ee3c hi\u1ec7u \u1ee9ng v\u1eadn chuy\u1ec3n b\u1eb1ng m\u1ed9t c\u00e2u chuy\u1ec7n c\u00f3 chi ti\u1ebft c\u1ee5 th\u1ec3 (&#8220;ch\u1ecb Lan, m\u1ed9t nh\u00e2n vi\u00ean v\u0103n ph\u00f2ng t\u1ea1i H\u00e0 N\u1ed9i, t\u1eebng ph\u1ea3i d\u1eady t\u1eeb 5 gi\u1edd s\u00e1ng v\u00ec&#8230;&#8221;).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vi_du_minh_hoa\"><\/span>V\u00ed d\u1ee5 minh h\u1ecda<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Quoc_te_Dove_%E2%80%9CReal_Beauty_Sketches%E2%80%9D_2013\"><\/span>Qu\u1ed1c t\u1ebf: Dove &#8220;Real Beauty Sketches&#8221; (2013)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dove (Unilever), qua c\u00f4ng ty qu\u1ea3ng c\u00e1o Ogilvy &amp; Mather Brazil, ra m\u1eaft chi\u1ebfn d\u1ecbch &#8220;Real Beauty Sketches&#8221; v\u00e0o th\u00e1ng 4\/2013: m\u1ed9t h\u1ecda s\u0129 ph\u00e1c th\u1ea3o ch\u00e2n dung chuy\u00ean nghi\u1ec7p v\u1ebd ch\u00e2n dung ph\u1ee5 n\u1eef hai l\u1ea7n &#8211; m\u1ed9t l\u1ea7n d\u1ef1a tr\u00ean ch\u00ednh l\u1eddi h\u1ecd t\u1ef1 m\u00f4 t\u1ea3 b\u1ea3n th\u00e2n, m\u1ed9t l\u1ea7n d\u1ef1a tr\u00ean l\u1eddi m\u00f4 t\u1ea3 c\u1ee7a m\u1ed9t ng\u01b0\u1eddi l\u1ea1 m\u1edbi g\u1eb7p h\u1ecd. K\u1ebft qu\u1ea3: b\u1ee9c ch\u00e2n dung d\u1ef1a tr\u00ean m\u00f4 t\u1ea3 c\u1ee7a ng\u01b0\u1eddi l\u1ea1 lu\u00f4n \u0111\u1eb9p h\u01a1n, t\u00edch c\u1ef1c h\u01a1n b\u1ee9c t\u1ef1 m\u00f4 t\u1ea3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y l\u00e0 m\u1ed9t v\u00ed d\u1ee5 m\u1eabu m\u1ef1c c\u1ee7a c\u1ea5u tr\u00fac xung \u0111\u1ed9t &#8211; gi\u1ea3i quy\u1ebft: xung \u0111\u1ed9t n\u1eb1m \u1edf vi\u1ec7c ph\u1ee5 n\u1eef t\u1ef1 \u0111\u00e1nh gi\u00e1 b\u1ea3n th\u00e2n kh\u1eaft khe h\u01a1n th\u1ef1c t\u1ebf, v\u00e0 &#8220;gi\u1ea3i ph\u00e1p&#8221; m\u00e0 Dove \u0111\u01b0a ra kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m, m\u00e0 l\u00e0 m\u1ed9t nh\u1eadn th\u1ee9c m\u1edbi. Theo d\u1eef li\u1ec7u case study \u0111\u01b0\u1ee3c Google c\u00f4ng b\u1ed1 tr\u00ean n\u1ec1n t\u1ea3ng Think with Google, chi\u1ebfn d\u1ecbch \u0111\u1ea1t 163 tri\u1ec7u l\u01b0\u1ee3t xem to\u00e0n c\u1ea7u, d\u1eabn \u0111\u1ea7u b\u1ea3ng x\u1ebfp h\u1ea1ng Cannes YouTube Ads Leaderboard v\u00e0 gi\u00e0nh gi\u1ea3i Titanium Grand Prix &#8211; gi\u1ea3i th\u01b0\u1edfng cao nh\u1ea5t &#8211; t\u1ea1i Cannes Lions 2013 (Think with Google, 2013).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Viet_Nam_Bitis_Hunter_%E2%80%93_%E2%80%9CDi_de_tro_ve%E2%80%9D\"><\/span>Vi\u1ec7t Nam: Biti&#8217;s Hunter &#8211; &#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">N\u0103m 2017, Biti&#8217;s Hunter &#8211; d\u00f2ng s\u1ea3n ph\u1ea9m con c\u1ee7a Biti&#8217;s v\u1ed1n \u0111ang b\u1ecb xem l\u00e0 &#8220;th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ba m\u1eb9&#8221; &#8211; tri\u1ec3n khai chi\u1ebfn d\u1ecbch &#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221; nh\u00e2n d\u1ecbp T\u1ebft, v\u1edbi MV nh\u1ea1c ch\u1ee7 \u0111\u1ec1 do ca s\u0129 Soobin Ho\u00e0ng S\u01a1n th\u1ec3 hi\u1ec7n. Theo ph\u00e2n t\u00edch c\u1ee7a MarketingAI.vn, \u0111\u1ed9i ng\u0169 Biti&#8217;s Hunter ph\u00e1t hi\u1ec7n c\u00f3 t\u1edbi h\u01a1n 87.000 l\u01b0\u1ee3t th\u1ea3o lu\u1eadn m\u1ed7i ng\u00e0y tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i v\u1ec1 ch\u1ee7 \u0111\u1ec1 &#8220;\u0111i&#8221; hay &#8220;v\u1ec1&#8221; v\u00e0o d\u1ecbp T\u1ebft trong gi\u1edbi tr\u1ebb &#8211; \u0111\u00fang insight v\u1ec1 xung \u0111\u1ed9t n\u1ed9i t\u00e2m c\u1ee7a nh\u00e2n v\u1eadt ch\u00ednh (ng\u01b0\u1eddi tr\u1ebb) gi\u1eefa mong mu\u1ed1n b\u1ee9t ph\u00e1 v\u00e0 mong mu\u1ed1n tr\u1edf v\u1ec1 nh\u00e0.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecbnh v\u1ecb m\u00ecnh l\u00e0 &#8220;ng\u01b0\u1eddi d\u1eabn \u0111\u01b0\u1eddng&#8221; b\u1eb1ng s\u1ea3n ph\u1ea9m gi\u00e0y \u0111\u1ed3ng h\u00e0nh c\u00f9ng h\u00e0nh tr\u00ecnh \u0111\u00f3, thay v\u00ec qu\u1ea3ng c\u00e1o tr\u1ef1c ti\u1ebfp t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m. Theo chia s\u1ebb c\u1ee7a Group Brand Manager Biti&#8217;s Hunter v\u1edbi Buzzmetrics, chi\u1ebfn d\u1ecbch m\u00f9a 2 (2018) \u0111\u1ee9ng \u0111\u1ea7u b\u1ea3ng x\u1ebfp h\u1ea1ng BSI Top10 Campaigns th\u00e1ng 1\/2018 v\u1edbi ch\u1ec9 s\u1ed1 buzz cao nh\u1ea5t trong 4 th\u00e1ng li\u00ean ti\u1ebfp tr\u01b0\u1edbc \u0111\u00f3 (Buzzmetrics, 2018).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sai_lam_thuong_gap_khi_lam_storytelling_trong_marcom\"><\/span>Sai l\u1ea7m th\u01b0\u1eddng g\u1eb7p khi l\u00e0m storytelling trong marcom<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Bi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh nh\u00e2n v\u1eadt ch\u00ednh<\/strong>: \u0111\u00e2y l\u00e0 sai l\u1ea7m ph\u1ed5 bi\u1ebfn nh\u1ea5t, \u0111i ng\u01b0\u1ee3c l\u1ea1i nguy\u00ean t\u1eafc c\u1ed1t l\u00f5i c\u1ee7a SB7 (Miller, 2017) r\u1eb1ng kh\u00e1ch h\u00e0ng m\u1edbi l\u00e0 ng\u01b0\u1eddi h\u00f9ng.<\/li>\n\n\n\n<li><strong>C\u00f3 nh\u00e2n v\u1eadt nh\u01b0ng thi\u1ebfu xung \u0111\u1ed9t th\u1eadt s\u1ef1<\/strong>: m\u1ed9t c\u00e2u chuy\u1ec7n kh\u00f4ng c\u00f3 tr\u1edf ng\u1ea1i ch\u1ec9 l\u00e0 m\u1ed9t \u0111o\u1ea1n m\u00f4 t\u1ea3, kh\u00f4ng t\u1ea1o \u0111\u01b0\u1ee3c hi\u1ec7u \u1ee9ng v\u1eadn chuy\u1ec3n theo l\u00fd thuy\u1ebft c\u1ee7a Green v\u00e0 Brock (2000).<\/li>\n\n\n\n<li><strong>K\u1ec3 chuy\u1ec7n chung chung, thi\u1ebfu chi ti\u1ebft c\u1ee5 th\u1ec3<\/strong>: c\u00e0ng \u00edt chi ti\u1ebft c\u1ea3m gi\u00e1c\/h\u00ecnh \u1ea3nh c\u1ee5 th\u1ec3, c\u00e2u chuy\u1ec7n c\u00e0ng kh\u00f3 khi\u1ebfn ng\u01b0\u1eddi \u0111\u1ecdc &#8220;nh\u1eadp vai&#8221; &#8211; l\u00e0m gi\u1ea3m hi\u1ec7u \u1ee9ng g\u1eafn k\u1ebft b\u1ea3n th\u00e2n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u00e0 Escalas (2004) \u0111\u00e3 ch\u1ec9 ra.<\/li>\n\n\n\n<li><strong>Ch\u1ec9 k\u1ec3 m\u1ed9t l\u1ea7n r\u1ed3i d\u1eebng<\/strong>: Pulizzi (2012) ch\u1ec9 ra r\u1eb1ng kh\u00e1c bi\u1ec7t gi\u1eefa m\u1ed9t content marketer gi\u1ecfi v\u00e0 m\u1ed9t content marketer b\u00ecnh th\u01b0\u1eddng n\u1eb1m \u1edf t\u00ednh nh\u1ea5t qu\u00e1n &#8211; storytelling hi\u1ec7u qu\u1ea3 \u0111\u00f2i h\u1ecfi \u0111\u01b0\u1ee3c duy tr\u00ec c\u00f3 h\u1ec7 th\u1ed1ng qua th\u1eddi gian, kh\u00f4ng ph\u1ea3i m\u1ed9t chi\u1ebfn d\u1ecbch \u0111\u01a1n l\u1ebb.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cau_hoi_thuong_gap\"><\/span>C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Storytelling trong marketing kh\u00e1c g\u00ec v\u1edbi content marketing?<\/strong> Content marketing l\u00e0 ho\u1ea1t \u0111\u1ed9ng s\u1ea3n xu\u1ea5t v\u00e0 ph\u00e2n ph\u1ed1i n\u1ed9i dung n\u00f3i chung; storytelling l\u00e0 m\u1ed9t k\u1ef9 thu\u1eadt c\u1ee5 th\u1ec3 trong content marketing, s\u1eed d\u1ee5ng c\u1ea5u tr\u00fac t\u1ef1 s\u1ef1 (nh\u00e2n v\u1eadt &#8211; xung \u0111\u1ed9t &#8211; gi\u1ea3i ph\u00e1p) \u0111\u1ec3 truy\u1ec1n t\u1ea3i n\u1ed9i dung \u0111\u00f3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Doanh nghi\u1ec7p nh\u1ecf, ng\u00e2n s\u00e1ch h\u1ea1n ch\u1ebf c\u00f3 \u00e1p d\u1ee5ng \u0111\u01b0\u1ee3c storytelling kh\u00f4ng?<\/strong> C\u00f3. Khung SB7 (Miller, 2017) kh\u00f4ng \u0111\u00f2i h\u1ecfi ng\u00e2n s\u00e1ch s\u1ea3n xu\u1ea5t l\u1edbn &#8211; y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh l\u00e0 c\u1ea5u tr\u00fac th\u00f4ng \u0111i\u1ec7p (ai l\u00e0 nh\u00e2n v\u1eadt ch\u00ednh, xung \u0111\u1ed9t l\u00e0 g\u00ec, th\u01b0\u01a1ng hi\u1ec7u d\u1eabn \u0111\u01b0\u1eddng ra sao), kh\u00f4ng ph\u1ea3i k\u1ef9 x\u1ea3o h\u00ecnh \u1ea3nh.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Storytelling c\u00f3 ph\u00f9 h\u1ee3p v\u1edbi n\u1ed9i dung B2B kh\u00f4ng?<\/strong> C\u00f3. Nguy\u00ean t\u1eafc &#8220;kh\u00e1ch h\u00e0ng l\u00e0 nh\u00e2n v\u1eadt ch\u00ednh, th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ng\u01b0\u1eddi d\u1eabn \u0111\u01b0\u1eddng&#8221; \u00e1p d\u1ee5ng \u0111\u01b0\u1ee3c cho m\u1ecdi lo\u1ea1i kh\u00e1ch h\u00e0ng, k\u1ec3 c\u1ea3 kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p &#8211; ch\u1ec9 kh\u00e1c \u1edf ch\u1ed7 xung \u0111\u1ed9t trong B2B th\u01b0\u1eddng xoay quanh r\u1ee7i ro v\u1eadn h\u00e0nh, chi ph\u00ed ho\u1eb7c hi\u1ec7u su\u1ea5t, thay v\u00ec c\u1ea3m x\u00fac c\u00e1 nh\u00e2n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ket_luan\"><\/span>K\u1ebft lu\u1eadn<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Storytelling hi\u1ec7u qu\u1ea3 trong marketing kh\u00f4ng \u0111\u1ebfn t\u1eeb vi\u1ec7c k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n &#8220;hay&#8221; theo c\u1ea3m t\u00ednh, m\u00e0 t\u1eeb vi\u1ec7c v\u1eadn d\u1ee5ng \u0111\u00fang c\u01a1 ch\u1ebf t\u00e2m l\u00fd (v\u1eadn chuy\u1ec3n t\u1ef1 s\u1ef1, x\u1eed l\u00fd t\u1ef1 s\u1ef1) v\u00e0 c\u1ea5u tr\u00fac k\u1ec3 chuy\u1ec7n \u0111\u00e3 \u0111\u01b0\u1ee3c ki\u1ec3m ch\u1ee9ng (xung \u0111\u1ed9t &#8211; gi\u1ea3i quy\u1ebft, h\u00e0nh tr\u00ecnh anh h\u00f9ng). Khung SB7 cung c\u1ea5p m\u1ed9t quy tr\u00ecnh c\u1ee5 th\u1ec3 \u0111\u1ec3 chuy\u1ec3n h\u00f3a c\u00e1c nguy\u00ean l\u00fd \u0111\u00f3 th\u00e0nh n\u1ed9i dung th\u1ef1c t\u1ebf &#8211; nh\u01b0ng c\u00f4ng c\u1ee5 n\u00e0o c\u0169ng ch\u1ec9 ph\u00e1t huy t\u00e1c d\u1ee5ng khi ng\u01b0\u1eddi l\u00e0m marcom \u0111\u1eb7t \u0111\u00fang ai l\u00e0 nh\u00e2n v\u1eadt ch\u00ednh trong c\u00e2u chuy\u1ec7n: lu\u00f4n lu\u00f4n l\u00e0 kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Doi_loi_gioi_thieu\"><\/span>\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p b\u1edfi Nguy\u1ec5n Ho\u00e0ng Anh Khoa (Dy Khoa), gi\u1ea3ng vi\u00ean Khoa Quan h\u1ec7 c\u00f4ng ch\u00fang v\u00e0 Truy\u1ec1n th\u00f4ng, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc V\u0103n Lang, v\u00e0 l\u00e0 ng\u01b0\u1eddi t\u1ed1t nghi\u1ec7p Th\u1ea1c s\u0129 Truy\u1ec1n th\u00f4ng Khoa h\u1ecdc v\u00e0 Thu h\u00fat C\u00f4ng ch\u00fang (Science Communication and Public Engagement) t\u1ea1i Universiti Malaya (UM), Malaysia. \u0110\u00e2y l\u00e0 l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n c\u1ed1t l\u00f5i m\u00e0 anh \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o b\u00e0i b\u1ea3n v\u00e0 ti\u1ebfp t\u1ee5c theo \u0111u\u1ed5i trong nghi\u00ean c\u1ee9u, gi\u1ea3ng d\u1ea1y v\u00e0 th\u1ef1c h\u00e0nh ngh\u1ec1 nghi\u1ec7p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n th\u1ea5y b\u00e0i vi\u1ebft c\u00f3 sai s\u00f3t ho\u1eb7c mu\u1ed1n g\u00f3p \u00fd, vui l\u00f2ng g\u1eedi email v\u1ec1 hi@dykhoa.com.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tai_lieu_tham_khao\"><\/span>T\u00e0i li\u1ec7u tham kh\u1ea3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Buzzmetrics. (2018). <em>[BSI case study] Biti&#8217;s Hunter &#8211; chi\u1ebfn d\u1ecbch &#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1 2&#8221;<\/em>. https:\/\/www.buzzmetrics.com\/bai-viet-bsi\/bsi-case-study-bitis-hunter-chien-dich-di-de-tro-ve-2<\/li>\n\n\n\n<li>Campbell, J. (1949). <em>The Hero with a Thousand Faces<\/em>. Pantheon Books.<\/li>\n\n\n\n<li>Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. <em>Journal of Consumer Psychology, 14<\/em>(1-2), 168-180. https:\/\/doi.org\/10.1207\/s15327663jcp1401&amp;2_19<\/li>\n\n\n\n<li>Green, M. C., &amp; Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. <em>Journal of Personality and Social Psychology, 79<\/em>(5), 701-721. https:\/\/doi.org\/10.1037\/0022-3514.79.5.701<\/li>\n\n\n\n<li>MarketingAI.vn. (2025). <em>&#8220;\u0110i \u0111\u1ec3 tr\u1edf v\u1ec1&#8221; Biti&#8217;s kh\u00e9p l\u1ea1i sau 9 m\u00f9a nh\u1eefng b\u00e0i h\u1ecdc \u0111\u1eaft gi\u00e1<\/em>. https:\/\/marketingai.vn\/di-de-tro-ve-bitis-khep-lai-voi-nhung-bai-hoc-dat-ra-cho-cac-chien-dich-quang-cao-tet-194250113085119414.htm<\/li>\n\n\n\n<li>Miller, D. (2017). <em>Building a StoryBrand: Clarify Your Message So Customers Will Listen<\/em>. HarperCollins Leadership.<\/li>\n\n\n\n<li>Pulizzi, J. (2012). The rise of storytelling as the new marketing. <em>Publishing Research Quarterly, 28<\/em>(2), 116-123. https:\/\/doi.org\/10.1007\/s12109-012-9264-5<\/li>\n\n\n\n<li>Think with Google. (2013). <em>Authentic expression of Real Beauty catapults Dove to 163 million global views<\/em>. https:\/\/www.thinkwithgoogle.com\/_qs\/documents\/405\/dove-real-beauty-sketches_case-studies.pdf<\/li>\n\n\n\n<li>Woodside, A. G. (2010). Brand-consumer storytelling theory and research: Introduction to a Psychology &amp; Marketing special issue. <em>Psychology &amp; Marketing, 27<\/em>(6), 531-540. https:\/\/doi.org\/10.1002\/mar.20342<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>M\u1ed9t b\u00e0i \u0111\u0103ng li\u1ec7t k\u00ea t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m hi\u1ebfm khi \u0111\u01b0\u1ee3c nh\u1edb \u0111\u1ebfn sau 24 &hellip; <a title=\"Storytelling trong marketing: k\u1ef9 thu\u1eadt v\u00e0 c\u00e1ch tri\u1ec3n khai\" class=\"hm-read-more\" href=\"https:\/\/dykhoa.com\/blog\/storytelling-trong-marketing-ky-thuat-va-cach-trien-khai\/\"><span class=\"screen-reader-text\">Storytelling trong marketing: k\u1ef9 thu\u1eadt v\u00e0 c\u00e1ch tri\u1ec3n khai<\/span>Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":704,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16,5],"tags":[366,365,45,364,363],"class_list":["post-703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-content","category-thuc-hanh-marcom","tag-ke-chuyen-thuong-hieu","tag-storybrand","tag-storytelling","tag-storytelling-trong-marketing","tag-truyen-thong-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Storytelling trong marketing: k\u1ef9 thu\u1eadt v\u00e0 c\u00e1ch tri\u1ec3n khai<\/title>\n<meta name=\"description\" content=\"Storytelling trong marketing l\u00e0 g\u00ec? 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