Vpeljava digitalnega marketinga v podjetju za prodajo talnih oblog

magistrsko delo Organizacija in management informacijskih sistemov

Milena Majkić (Author), Davorin Kofjač (Mentor)

Abstract

V magistrski nalogi je predstavljen novodobni trend poslovanja, bolj specifično – digitalni marketing in kako je ta prisoten v našem obravnavanem problemu, ter kako bi se ga lahko izboljšalo. Obravnavani problem je podjetje Prehod d. o. o., ki se ukvarja s prodajo luksuznega vrtnega pohištva in talnih oblog. Magistrska naloga je razdeljena na dva dela, in sicer na teoretični ter praktični del. V teoretičnem delu smo opisali pojem digitalnega marketinga, ki smo ga v nadaljevanju razčlenili. Prvo preučevano področje je optimizacija spletnih strani in kateri so njeni tehnični vidiki, kaj je on-page optimizacija, kako poiskati ključne besede in na kakšen način jih vključiti v optimizacijo ter ostali vidike, ki vplivajo na visoko uvrščanje v iskalnikih s pomočjo spletne optimizacije. Za ugotavljanje učinkovitosti spletne optimizacije smo v naslednjem poglavju obravnavali spletno analizo in merjenje. V tem poglavju smo preučili pomen spletne analitike in merjenja ter načrt, kako bomo izvedli našo analizo in merjenje v praktičnem delu. Kot zadnji element digitalnega marketinga smo navedli družbena omrežja. Raziskali smo, katera družbena omrežja so najpopularnejša na svetu in v Sloveniji, kako izvajati trženje skozi njih in katero strategijo uporabiti. Obravnavali smo Facebook in Instagram. V praktičnem delu smo začeli s predstavitvijo trenutnega stanja digitalnega marketinga v podjetju Prehod in nadaljevali s predstavitvijo želenega stanja. Predstavili smo tudi proces izdelave nove spletne strani za talne obloge in preproge. Ker je cilj magistrske naloge učinkovito optimizirati novo spletno mesto, smo analizirali konkurenčna spletna mesta v tej branži ter trenutno spletno mesto za talne obloge in preproge v podjetju Prehod. S pridobljenimi podatki smo tako lahko bolj kakovostno optimizirali spletno mesto, ki je predstavljeno v svojem poglavju. Prav tako smo analizirali Facebook strani podjetja Prehod in konkurenčnih podjetij. Ker vsebina za novo spletno mesto še ni na voljo, žal nismo imeli možnosti spletnega mesta objaviti in ga analizirati ter na podlagi teh rezultatov izboljšati. V zaključku smo zapisali, kaj so nadaljnje vizije podjetja, ko bo spletno mesto objavljeno.

Keywords

digitalni marketing;spletna stran;optimizacija spletne strani;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.09 - Master's Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[M. Majkić]
UDC:	004.738.5
COBISS:	8100371
Views:	988
Downloads:	207
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Implementation of digital marketing in company for floor carpets
Secondary abstract:	A modern trend of conducting business is presented in the master’s thesis, more specifically – digital marketing, how the latter is present in the discussed case and how it could be improved. The discussed problem is the company Prehod d.o.o. which deals with the sales of luxurious garden furniture and floor tiling. The master’s thesis is divided into two parts: the theoretical and the practical part. In the theoretical part, we described the concept of digital marketing which was analyzed in continuation. The first studied period is search engine optimization and which are its technical perspectives, what is on-page optimization, how to search for the keywords, how to include them in optimization, and all other perspectives which influence high positions in search engines by means of search engine optimization. To ascertain the efficiency of search engine optimization, we discussed web analysis and measurement in the next chapter. In this chapter, we studied the significance of web analytics and measurement, and the plan of how we will perform our analysis and measurement in the practical part. As the final element of digital marketing, we listed social networks. We researched which social networks are the most popular in the world and in Slovenia, how to perform marketing through them and which strategy to use. We discussed Facebook and Instagram. In the practical part, we began with the presentation of the current condition of digital marketing in the company Prehod and continued with the presentation of the desired condition. We also presented the process of the production of the new website for floor tiling and carpets. We analyzed competitive websites in the branch and the current website for tilling and carpets in the company Prehod because the goal of the master’s thesis is to optimize a new website efficiently. Thus, we could optimize the website, which is presented in its own chapter, by the acquired data more qualitatively. We also analyzed Facebook pages of the company Prehod and the competitive companies alas, we had no opportunity to publish and analyze the website and improve it on the basis of the results because the contents for the new website are not yet available. In conclusion, we wrote what the further visions of the company will be when the website is published.
Secondary keywords:	Digital marketing;website;search engine optimization;analysis and measurement of websites;social networks;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	78 str.
ID:	11036232