Ambient Marketing B mt ca tip th v qung co ang thay i tng ngy.

Trong khi ngi tiu dng dng nh ang nhm dn vi qung co truyn thng, nhng ngi lm marketing li tip tc tm kim nhng cch th hin mi nhm thu ht s quan tm ca khch hng. Phng php tip th bao quanh (Ambient Marketing) ang tr thnh la chn a thch ca nhng b c sng to. AMBIENT MARKETING - Tip th bao quanh c hiu l phng thc marketing s dng cc phng tin truyn ti phi truyn thng nhm gy s bt ng v ch ca ngi tiu dng, t to s kt ni ti nhm khch hng mc tiu. Khng nh tip th v qung co truyn thng, Ambient Marketing khng b hn ch v khng gian hay hnh thc th hin v cc nh qung co thng s dng cc phng tin sn c trong mi trng x hi bao quanh nhm khch hng mc tiu. Ty thuc sc sng to ca cc marketer, mi hnh thc truyn thng c th c huy ng, t nhng tuyn ph ng ngi qua li, bn xe in ngm, va h, h thng thang cun trong siu th, xe but cho n nhng vt dng nh ti xch, v... Do , nhiu ngi coi phng thc truyn thng ny l mt dng qung co n (Stealth ads hay Ambient media). Theo nhiu chuyn gia, bn cnh s bo ha ca cc phng tin truyn thng truyn thng, th nhng yu t nh s gia tng nhu cu qung co ti im bn hng, kh nng thch ng linh hot hay tng tc trc tip v chnh xc cc nhm khch hng mc tiu cng c xem l nhng nguyn nhn khin Ambient media pht trin mnh m trong thi gian qua. V c chi ph tng i thp nu so snh vi cc loi hnh khc, do Ambient media l cng c c s dng ph bin trong cc chin dch marketing du kch. iu mu cht quyt nh thnh cng ca tip th bao quanh ph thuc kh nng kt hp c tng sng to v nhng tnh ton phng tin, a im thch hp. Cng cn thy rng Ambient Marketing c xu hng pht trin mnh hn nhng nc pht trin, ni nhng tng tri vi thng thng d c chp nhn hn. Mc thnh cng ca sng to ph thuc s n nhn ca tm l x hi, do tip th bao quanh cng ging con dao hai li v mi sai lm u c th gy ra nhng phn ng tiu cc trong ngi tiu dng. Ngoi ra, mt s dng Ambient Marketing i hi cng ngh cao v s chun b cng phu, iu ny cng gp phn gii thch ti sao cc nc pht trin vn l ni hnh thc tip th ny pht trin mnh m. Trong thi i thng tin bng n, s kt hp gia Ambient Marketing vi cc hnh thc khc nh marketing truyn ming (Words of Mouth/Viral Marketing) c th khin hiu qu ca cc chin dch qung co tng ln mnh m. Mt hnh nh hi hc, k th trn ng ph c ghi li v chia s trn cc mng chia s video v hnh nh trc tuyn, trong cc mng x hi, s mang li nhiu li ch cho doanh nghip. Thng tin cng bng n, nhng tng c o cng c ch , cng tr nn hp dn. Ti Vit Nam, Ambient Marketing vn l hnh thc mi m v cha xut hin ph bin, nu c p dng cng ch l cc nhn hng nc ngoi nh Heineken, Rexona... Cc doanh nghip trong nc cn rt l lm vi hnh thc qung co phi truyn thng ny. Nguyn nhn ch yu l do h thng php l ca nc nh cn quy nh kh cht ch vi hot ng qung co ni chung v qung co ngoi tri ni ring, phn khc cng xut pht t tm l ngi tiu dng vn cn kh gn b vi nhng loi hnh qung co truyn thng (truyn hnh, nht bo, tp ch...). Thm vo , Ambient Marketing cng d gy ra nhng xung t v vn ha vi ngi tiu dng Vit. Tng lai ca loi hnh qung co mi m ny v th vn cn kh m ti Vit Nam