Tiếng nói người tiêu dùng tác động thế nào đến doanh thu? | Giờ Trả Số

Key Concepts:

• Tiếng nói thật của người tiêu dùng: (The real voice of the consumer) Refers to understanding consumer needs, desires, and experiences.
• Xây dựng thương hiệu: (Brand building) The process of creating and strengthening a brand's identity and reputation.
• Hành trình người tiêu dùng: (Consumer journey) The entire experience a consumer has with a brand, from initial awareness to post-purchase.
• Điểm chạm: (Touchpoints) Specific interactions a consumer has with a brand during their journey.
• Insight: Deep understanding of consumer behavior, motivations, and needs.
• Content: Information and experiences directed toward an end-user or audience.
• Contest: (Context) The circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed.
• Tỷ lệ tần suất: (Frequency rate) How often a brand's message or content is seen by consumers.

Impact of Consumer Voice on Business Effectiveness

The speaker emphasizes that understanding the "tiếng nói thật của người tiêu dùng" (real voice of the consumer) significantly impacts business effectiveness, particularly in the realm of truyền thông (communication).

Influence on Content Creation

• Brand Building Priority: The speaker highlights that "xây dựng thương hiệu" (brand building) is a top priority.
• Complex Consumer Journey: The "hành trình người tiêu dùng" (consumer journey) is described as long, multi-faceted, and complex, involving numerous "điểm chạm" (touchpoints).
• Enhanced Content Creation: Listening to consumers leads to more creative content and storytelling. Without consumer "insight," content is limited to basic product features (e.g., "sản phẩm của tôi có chức A chức B tốt như thế nào" - "my product has feature A and feature B and is good").
• Contextual Content: With more "insight," content can be tailored to specific contexts and needs. Examples include:
  • What mothers need more during flu season.
  • What mothers need more during the school year.
  • The suitability of warm milk at home in winter versus ready-to-drink milk for school.
• Content Diversification: Increased "insight" leads to more diverse content, addressing different consumer needs and situations.

Increased Frequency of Appearance

• Multiple Content Directions: Having diverse content allows for multiple approaches and angles.
• Higher Frequency: This, in turn, increases the "tỷ lệ tần suất" (frequency rate) of brand appearances, meaning consumers see the brand's message more often.

Conclusion

The main takeaway is that actively listening to and understanding the "tiếng nói thật của người tiêu dùng" (real voice of the consumer) is crucial for effective brand building and communication. It enables businesses to create more relevant, contextual, and diverse content, ultimately leading to increased brand visibility and engagement. The speaker emphasizes that this approach shifts the focus from simply promoting product features to addressing real consumer needs and experiences.