Analiza digitalnih marketinških aktivnosti blagovne znamke Minu.si

diplomsko delo

Nuša Štrafela (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Digitalni marketing je postal osnova za vsa sodobna podjetja, ki želijo biti uspešna. Tradicionalne oblike marketinga sicer še obstajajo, vendar so vse bolj v ospredju digitalne veščine komuniciranja. Podjetje, če želi dosegati dobre rezultate, mora biti v stiku z digitalizacijo in s trendi in to prinaša kar nekaj prednosti. Digitalni marketing je v primerjavi s tradicionalnim stroškovno učinkovitejši, enostavnejši, bolj prilagodljiv in merljiv ter omogoča širok geografski doseg. Osnovni namen marketinga še zmeraj ostaja enak in to je pridobivanje potencialnih kupcev, z namenom zadovoljevanja njihovih potreb. Ena izmed poglavitnih nalog marketinga na splošno je poznavanje in razumevanje odjemalčevih želja in potreb ter možnost zadovoljevanja le-teh. Da podjetje to lahko doseže, se mora posluževati raznih aktivnosti digitalnega marketinškega komuniciranja, da doseže svoje potencialne odjemalce. Prva takšna aktivnost je vsebinski marketing, ki je proces načrtovanja, ustvarjanja in objavljanja vsebine, kot so blogi, video posnetki, podcasti in tako naprej. Pomemben je tudi marketing na družbenih omrežjih, saj je uporaba le-teh z leti močno narasla. Družabna omrežja so odličen pristop za rast podjetja, promoviranja izdelkov ali storitev, gradnjo skupnosti ter pridobivanja novih strank. Najbolj znane in uporabljene so Facebook, Instagram, Twitter in v zadnjem času TikTok. Nobeno podjetje pa ne more preko E-mail marketinga, saj je to eden najučinkovitejših kanalov digitalnega trženja. Oglaševanje s plačilom na klik, ponuja možnost plačila v zameno za prikazovanje na strani z rezultati. Mobilno oglaševanje, kar zajema trženje na mobilnih napravah. Če je opravljena pravilno, bodo potencialne stranke preko mobilnih naprav dobile prilagojene informacije, občutljive na čas in lokacijo, tako da dobijo točno tisto kar potrebujejo, točno takrat, ko potrebujejo. Ogromno ljudi vsak dan poizveduje v iskalnikih, zato je vlaganje v optimizacijo spletnih strani izjemnega pomena, da podjetje lažje doseže potencialne stranke. Diplomsko delo je razdeljeno na dva dela. V prvem delu je predstavljena teorija in definiranje digitalnega marketinga in marketinških aktivnosti. V drugem, praktičnem delu, sem se osredotočila na analiziranje digitalnih marketinških aktivnosti blagovne znamke Minu.si. Najprej je na kratko predstavljeno samo podjetje in blagovna znamka. Nato sem se na kratko dotaknila vsebinskega dela marketinga in marketinga na posameznih družbenih omrežjih, ter opazovala razlike in podobnosti v samih objavah. Sledi analiza E-mail marketinga, kjer so predstavljeni aktualni primeri, katerih se podjetje poslužuje in analiza oglaševanja na klik. Tukaj sem se osredotočila predvsem na Facebook in Google plačljivo oglaševanje. Na kratko je predstavljeno še mobilno oglaševanje ter optimizacija spletnih strani. Na koncu so podani predlogi za izboljšave, s katerimi menim, da bi podjetje še uspešneje poslovalo.

Keywords

digitalni marketing;blagovne znamke;oglaševanje;spletne strani;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	N. Štrafela
UDC:	339.13:004
COBISS:	124969219
Views:	13
Downloads:	2
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of digital marketing activities of the brand Minu.si
Secondary abstract:	Digital marketing has become the basis for all modern companies that want to be successful. Though traditional forms of marketing still exist, digital communication skills are coming increasingly to the front. If a company wants to achieve good results, it must be in touch with digitization and trends and this brings quite a few advantages. Compared to traditional marketing, digital marketing is more cost-effective, simpler, more flexible and measurable and enables a wide geographical reach. The basic purpose of marketing still remains the same and that is to acquire potential customers with the aim of satisfying their needs. One of the main tasks of marketing in general is knowing and understanding the customer's wishes and needs and the possibility of satisfying them. In order for the company to achieve this, it must use various digital marketing communication activities in order to reach its potential customers. The first such activity is content marketing, which is the process of planning, creating and publishing content such as blogs, videos, podcasts and so on. Marketing on social networks is also important, as the use of them has grown significantly over the years. Social networks are a great way to grow a business, promote products or services, build a community and gain new customers. The most famous and used are Facebook, Instagram, Twitter and more recently TikTok. No company can do without E-mail marketing, as it is one of the most effective channels of digital marketing. Pay-per-click advertising offers the option of paying in exchange for appearing on the results page. Mobile advertising, which includes marketing on mobile devices. Done right, potential customers will receive personalized, time- and location-sensitive information via mobile devices, so they get exactly what they need, exactly when they need it. Tons of people incquire in search engines every day, so investing in website optimization is of utmost importance to help your business reach potential customers. The thesis is divided into two parts. The first part presents the theory and definition of digital marketing and marketing activities. In the second, practical part, i focused on analyzing the digital marketing activities of the minu.si brand. First, I presented the company and the brand itself. Then I briefly touched the content part of marketing and marketing on individual social networks and observed the differences and similarities in the posts. Then followes the analysis of E-mail marketing, where current examples the company uses are presented and an analysis of pay-per-click advertising. Here I focused mainly on Facebook and Google paid advertising. Mobile advertising and website optimization are also briefly presented. At the end, there are suggestions for improvements that I believe would make the company even more successful.
Secondary keywords:	Digital marketing;brand;advertising;website.;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 44 str., [4] str. pril.
ID:	16055721