Marketing objectives là gì? Phân biệt chúng với các loại mục tiêu khác 

by My Trần

Rõ ràng, trong truyền thông và marketing, hiểu rõ được marketing objectives là gì đóng vai trò lớn, quyết định nên thành công của dự án. Việc xác định đúng sẽ giúp cả Marketer và khách hàng tiết kiệm được khá kha thời gian, tiền bạc và công sức để đạt được mục tiêu. Do đó, marketing objective giữ vai trò rất quan trọng, cần nhiều thời gian để nghiên cứu. 

Marketing objectives là gì? 

Thông thường, việc xác định mục tiêu cần đạt được đóng vai trò thúc đẩy tinh thần làm việc, người thực hiện sẽ biết rõ là mình cần phải làm gì để đạt được mục tiêu đã đề ra, tránh gây hoang mang hoặc làm những việc khác không liên quan. Đây cũng là một cách giúp tiết kiệm tối đa công sức, tiền của và cả thời gian, rút ngắn chặn đường chinh phục thành công phía trước. 

Trong lĩnh vực marketing, marketing objectives được định nghĩa đơn giản là một mục tiêu của công ty mà các hoạt động marketing hướng đến và buộc phải hoàn thành chúng. Marketing objectives bắt buộc phải mang tính cụ thể, có khả năng được đo lường, bên cạnh đó, nó phải nằm trong khả năng có thể làm được của team Marketer. 

Xem video phân tích marketing objectives hiệu quả

Marketing objective thể hiện qua những mặt nào?

Để nhận diện dễ dàng marketing objectives là gì, nếu tìm hiểu kỹ hơn thì bạn sẽ dễ dàng nhận ra khi chúng chứa đựng 4 yếu tố cơ bản sau, khó mà nhầm lẫn được. 

  • Mức tiêu thụ sản phẩm tăng: với marketing objectives, mức tiêu dùng sản phẩm phải được đẩy lên mức tối đa, lượng tiêu thụ sẽ tăng vượt trội hơn so với khoảng thời gian trước khi xác định được marketing objectives là gì, mang lại giá trị cho khách hàng. Thông thường sẽ có hai cách làm, đó là: nâng mức tiêu thụ sản phẩm cho mỗi lần sử dụng và tần suất sử dụng sản phẩm được nhân lên. 
  • Độ nhận diện rộng: không chỉ là khách hàng quen thuộc mà marketing objectives còn nhắm đến lượng khách hàng mới – những người chưa từng biết đến hoặc sử dụng qua sản phẩm, đồng nghĩa với việc tăng độ nhận diện thương hiệu. Một số các nhãn hàng thực hiện bằng cách đẩy mạnh chương trình quảng cáo, tặng kèm hàng dùng thử, ưu đãi và giảm giá, … 
  • Giá trị sử dụng sản phẩm được nâng cao: mục đích là để khuyến khích khách hàng chấp nhận trả một giá cao hơn để sử dụng sản phẩm vì chất lượng trong những tính năng được nâng cao hơn. 
  • Lượng khách hàng trung thành được đẩy mạnh: nhiều người dùng sản phẩm không có nghĩa là thành công, quan trọng là chiến lược marketing dù có kết thúc những vẫn sẽ có một lượng lớn khách hàng luôn trung thành và sử dụng sản phẩm, đó mới là điều quan trọng. 

Sẽ tùy vào từng lĩnh vực và nhu cầu mà mục tiêu marketing của doanh nghiệp sẽ là khác nhau nhưng nhìn chung vẫn sẽ phải yêu cầu đáp ứng được đầy đủ các yếu tố trên mới được gọi là hiệu quả.  

Phân biệt các loại mục tiêu trong marketing

Với một lĩnh vực đa dạng và không có một khuôn mẫu nhất định như marketing thì mục tiêu đặt ra cũng được phân thành nhiều loại với mục đích và chiến lược thực hiện hoàn toàn khác nhau. Đối với những tân binh mới chập chững bước vào ngành nghề khó nhắn này, dĩ nhiên sẽ có những bỡ ngỡ và khó khăn ban đầu trong việc phân tích chúng. 

Mục tiêu kinh doanh 

Mục tiêu kinh doanh là gì? Đây là khái niệm chỉ những mục tiêu cần được giải quyết để khắc phục những vấn đề mà công ty đang gặp phải, chẳng hạn như doanh số bán hàng giảm, thị phần thị trường mất, điểm số bán hàng không khả quan, …Yếu tố cơ bản dùng để đặt đặt ra mục tiêu kinh doanh của công ty là doanh số, thị phần, mức độ tăng trưởng và lợi nhuận thu về. 

Mục tiêu truyền thông

Việc xác định được mục tiêu truyền thông là gì sẽ giúp công ty đẩy mạnh được một lượng sản phẩm tiêu thụ đáng kể nhờ vào các kế hoạch truyền thông bằng thông điệp ý nghĩa, truyền cảm hứng đến người sử dụng. Yếu tố chứa đựng bao gồm nhận thức của khách hàng (xác định được top of mind là gì, các Aided, Prompted), tần suất khách hàng mua lại sản phẩm, chất lượng sáng tạo, kênh tương tác và điểm mạnh các đặc tính có trong sản phẩm. 

Mục tiêu marketing

Như đã giải thích trên, mục tiêu marketing là gì chính là xác định marketing objectives của dự án. Với mục đích thu hút một lượng lớn khách hàng tham gia cũng như tăng giá trị thương hiệu, lượng sản phẩm bán ra, đây là một mục tiêu đem giá trị cho công ty. Do đó, các nhà Marketer rất chú trọng tìm hiểu và thực hiện mục tiêu này. 

Rõ ràng, dù đều là mục tiêu nhưng với mỗi dạng, chúng ta đều thấy được các yếu tố tác thành và mục đích khác nhau. Việc phân biệt chúng sẽ giúp bạn hiểu rõ hơn bản chất công việc và tập trung toàn bộ năng lực của mình vào mục tiêu đã đề ra.

Kết luận

Không chỉ riêng việc xác định được marketing objectives là gì quyết định nên thành công của marketing, nó đóng vai trò lớn nhưng sẽ không đạt hiệu quả tối đa nếu như chỉ hoạt động riêng lẻ. Việc kết hợp thêm các mục tiêu khác như kinh doanh, truyền thông sẽ giúp hỗ trợ và đem lại một giá trị bền vững cho công ty thực hiện.

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