Strategije digitalnega marketinga za doseganje mladih

magistrsko delo

Ana Čurin (Author), Dijana Močnik (Mentor)

Abstract

V magistrskem delu smo proučevali strategije digitalnega marketinga za doseganje ciljne skupine mladih. Zanimale so nas karakteristike Milenijske generacije ali Generacije Y, raziskali smo področje digitalnega marketinga ter opredelili strategije oziroma metode, ki se trenutno izpostavljajo kot najbolj učinkovite za komuniciranje blagovnih znamk z mladimi potrošniki. Na podlagi tega smo se ukvarjali tudi s spletnimi digitalnimi platformami, ki se uporabljajo kot distribucijski kanal za izvajanje opredeljenih strategij, opredelili pa smo tudi trende ter napovedi za prihodnost teh področij. Izvedli smo študijo primera, v kateri smo na podlagi praktičnega primera, neprofitnega društva IAESTE LC Maribor, opisali in analizirali implementacijo proučevanih strategij.

Keywords

digitalni marketing;milenijska generacija;marketing preko družbenih medijev;mobilni marketing;video marketing;magistrske naloge;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.09 - Master's Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	A. Čurin
UDC:	[004.77:316.77]:658.8(043.2)
COBISS:	20861462
Views:	875
Downloads:	203
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Digital marketing strategies for accessing young people
Secondary abstract:	In this master thesis, we studied the strategies of digital marketing for accessing the target audience of young people. We were interested in the characteristics of Millenials or Generation Y, explored the field of digital marketing, and defined the strategies or methods that are currently exposed as the most effective for the communication of brands with young consumers. On this basis, we also dealt with online digital platforms, which are used as a distribution channel for the implementation of the defined strategies, and defined future trends and forecasts for these areas. We conducted a case study analysis in which we described and analysed the implementation of the researched strategies on a practical example of the non-profit association IAESTE LC Maribor.
Secondary keywords:	digital marketing;Millennials;social media marketing;mobile marketing;video marketing;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	XI, 91 str.
ID:	10845530