diplomsko delo
Manca Karlovšek (Author), Miro Kline (Mentor)

Abstract

V diplomskem delu smo se posvetili konceptualizaciji digitalnega marketinškega komuniciranja ter analizi razmerja med vhodnim in izhodnim marketingom. V prvem delu zato naprej spoznamo digitalne kanale in digitalne medijske kanale, nato pa se z razširitvijo koncepta vhodnega marketinga posvetimo njegovim sestavinam. Preko McKinsleyjevega modela zanke razložimo nakupno pot in vedenje potrošnika skozi digitalne kanale. Namen diplomskega dela je bil namreč analizirati strategije vhodnega marketinga, in na podlagi rezultatov kampanj preko elektronske pošte pregledati in primerjati, kako kakovostna vsebina vpliva na odprtje sporočil in odjave od novic ter na dejanski nakup izdelka oziroma storitve. V raziskovalnem delu smo obravnavali strategijo in taktike vhodnega marketinga na izbranih primerih. Uspešno smo analizirali rezultate marketinga elektronske pošte in ugotovili, da ostaja veliko potencialov vhodnega digitalnega marketinga neizkoriščenih, saj se nenehno pojavljajo novi trendi. Vodstva podjetij še ne vidijo prednosti vhodnega marketinga, saj gre za dolgoročno strategijo in rezultati niso vidni takoj.

Keywords

vhodni marketing;digitalni marketing;digitalno marketinško komuniciranje;digitalni kanali;optimizacija organskega iskanja;marketing elektronske pošte;Tržno komuniciranje;Podjetništvo;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Karlovšek]
UDC: 339.138:316.77(043.2)
COBISS: 36597085 Link will open in a new window
Views: 732
Downloads: 256
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Other data

Secondary language: English
Secondary title: Strategic Impact of Inbound Digital Marketing Communication
Secondary abstract: In this diploma thesis we focused on the coneceptualization of digital marketing communication and the analysis of inbound versus outbound marketing relation. Firstly, we therefore take a closer look at digital channels and digital media channels. With a broader understanding of inbound marketing we depict its elements and describe the customers' journey and their behaviour on digital channels with the help of McKinsley's change model. The purpose of the diploma thesis was to analyse different inbound marketing strategies, and then based on e-mail marketing campaigns results review and compare the affect quality content has on the action of opening e-mails and unsubscribing from news, and on the actual purchase of products or services. In the research process we examined the strategy and tactics of inbound marketing with selected cases. We successfully analysed the e-mail marketing campaign results and established there are many resources of inbound digital marketing that remain unexploited, since new trends arise daily. Managament still does not see the benefits of inbound marketing, since it requires a long-term strategy, which means results are not visibile immediately.
Secondary keywords: inbound marketing;digital marketing;digital channels;organic search (Search Engine Optimization);e-mail marketing;Marketing communication;Entrepreneurship;Graduate theses;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 76 str.
ID: 11392445