{"id":5184,"date":"2026-10-12T18:30:00","date_gmt":"2026-10-12T11:30:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&p=5169"},"modified":"2026-10-12T18:30:00","modified_gmt":"2026-10-12T11:30:00","slug":"thi-phan-tieng-noi-truyen-thong-share-of-voice","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/thi-phan-tieng-noi-truyen-thong-share-of-voice\/","title":{"rendered":"Th\u1ecb ph\u1ea7n ti\u1ebfng n\u00f3i truy\u1ec1n th\u00f4ng (Share of Voice) l\u00e0 g\u00ec?"},"content":{"rendered":"

Th\u1ecb ph\u1ea7n ti\u1ebfng n\u00f3i truy\u1ec1n th\u00f4ng (Share of Voice – SOV)<\/strong> l\u00e0 ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 \u00e1p \u0111\u1ea3o c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u trong t\u00e2m tr\u00ed c\u00f4ng ch\u00fang v\u00e0 tr\u00ean c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng (b\u00e1o ch\u00ed, truy\u1ec1n h\u00ecnh, m\u1ea1ng x\u00e3 h\u1ed9i, k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm) so v\u1edbi to\u00e0n b\u1ed9 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u00f9ng ng\u00e0nh.<\/p>\n

B\u1ea3n ch\u1ea5t v\u00e0 \u0111\u1ecbnh ngh\u0129a h\u1ecdc thu\u1eadt<\/h2>\n

C\u00f4ng tr\u00ecnh nghi\u00ean c\u1ee9u \u0111\u1ed3 s\u1ed9 c\u1ee7a Les Binet v\u00e0 Peter Field cho Vi\u1ec7n Th\u1ef1c h\u00e0nh Qu\u1ea3ng c\u00e1o Anh (IPA) \u0111\u00e3 ch\u1ee9ng minh quy lu\u1eadt b\u1ea5t bi\u1ebfn: M\u1ed1i quan h\u1ec7 gi\u1eefa SOV v\u00e0 Th\u1ecb ph\u1ea7n th\u1ef1c t\u1ebf (Share of Market – SOM)<\/em>. Khi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 SOV l\u1edbn h\u01a1n SOM c\u1ee7a ch\u00ednh m\u00ecnh (Hi\u1ec7n t\u01b0\u1ee3ng Excess Share of Voice – ESOV > 0), th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 ch\u1eafc ch\u1eafn s\u1ebd t\u0103ng tr\u01b0\u1edfng th\u1ecb ph\u1ea7n trong t\u01b0\u01a1ng lai. Ng\u01b0\u1ee3c l\u1ea1i, n\u1ebfu c\u1eaft gi\u1ea3m ng\u00e2n s\u00e1ch truy\u1ec1n th\u00f4ng khi\u1ebfn SOV t\u1ee5t d\u1ed1c, th\u1ecb ph\u1ea7n b\u00e1n h\u00e0ng s\u1ebd suy gi\u1ea3m kh\u00f4ng th\u1ec3 tr\u00e1nh kh\u1ecfi.<\/p>\n

B\u1ed1i c\u1ea3nh v\u00e0 \u1ee9ng d\u1ee5ng th\u1ef1c ti\u1ec5n<\/h2>\n

Trong th\u1eddi \u0111\u1ea1i s\u1ed1 h\u00f3a, SOV kh\u00f4ng ch\u1ec9 \u0111o b\u1eb1ng ng\u00e2n s\u00e1ch chi ti\u00eau qu\u1ea3ng c\u00e1o m\u00e0 \u0111\u01b0\u1ee3c \u0111o b\u1eb1ng t\u1ed5ng l\u01b0\u1ee3ng th\u1ea3o lu\u1eadn (Mentions), l\u01b0\u1ee3ng t\u01b0\u01a1ng t\u00e1c v\u00e0 s\u1eafc th\u00e1i c\u1ea3m x\u00fac (Sentiment) tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i th\u00f4ng qua c\u00e1c c\u00f4ng c\u1ee5 Social Listening.<\/p>\n

V\u00ed d\u1ee5 minh ho\u1ea1 th\u1ef1c t\u1ebf<\/h2>\n

Trong ng\u00e0nh g\u1ecdi xe c\u00f4ng ngh\u1ec7 t\u1ea1i Vi\u1ec7t Nam, n\u1ebfu trong m\u1ed9t th\u00e1ng c\u00f3 t\u1ed5ng c\u1ed9ng 1.000.000 b\u00e0i th\u1ea3o lu\u1eadn v\u1ec1 c\u00e1c h\u00e3ng xe tr\u00ean m\u1ea1ng v\u00e0 ri\u00eang th\u01b0\u01a1ng hi\u1ec7u X chi\u1ebfm 600.000 b\u00e0i th\u1ea3o lu\u1eadn, th\u00ec SOV c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u X l\u00e0 60%.<\/p>\n

Nh\u1eefng \u0111i\u1ec3m l\u01b0u \u00fd quan tr\u1ecdng<\/h2>\n
    \n
  • Ch\u1ea5t l\u01b0\u1ee3ng ti\u1ebfng n\u00f3i quan tr\u1ecdng h\u01a1n s\u1ed1 l\u01b0\u1ee3ng: SOV cao nh\u01b0ng to\u00e0n l\u00e0 tin ti\u00eau c\u1ef1c (kh\u1ee7ng ho\u1ea3ng) th\u00ec ch\u1ec9 l\u00e0m h\u1ea1i th\u01b0\u01a1ng hi\u1ec7u (c\u1ea7n \u0111o Net Sentiment).<\/li>\n
  • C\u00e2n b\u1eb1ng gi\u1eefa truy\u1ec1n th\u00f4ng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u d\u00e0i h\u1ea1n (Brand building) v\u00e0 truy\u1ec1n th\u00f4ng k\u00edch ho\u1ea1t b\u00e1n h\u00e0ng ng\u1eafn h\u1ea1n (Sales activation) theo t\u1ef7 l\u1ec7 v\u00e0ng 60:40 c\u1ee7a Binet & Field.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

    T\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m s\u1ef1 hi\u1ec7n di\u1ec7n truy\u1ec1n th\u00f4ng ho\u1eb7c qu\u1ea3ng c\u00e1o c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u so v\u1edbi t\u1ed5ng th\u1ec3 to\u00e0n b\u1ed9 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh trong c\u00f9ng ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[477],"class_list":["post-5184","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-marcom-imc"],"yoast_head":"\nTh\u1ecb ph\u1ea7n ti\u1ebfng n\u00f3i truy\u1ec1n th\u00f4ng (Share of Voice) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/thi-phan-tieng-noi-truyen-thong-share-of-voice\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Th\u1ecb ph\u1ea7n ti\u1ebfng n\u00f3i truy\u1ec1n th\u00f4ng (Share of Voice) l\u00e0 g\u00ec? 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