delo diplomskega projekta
Lucijan Kantoci (Author), Matjaž Iršič (Mentor)

Abstract

Ljudje preživljajo vedno več časa za malimi ekrani, bodisi mobilniki, računalniki itd. To so podjetja seveda prepoznala, zato vedno več pozornosti usmerjajo v digitalni marketing. Ljudje si z brskanjem po spletu, listanjem po Facebooku, Instagramu … krajšajo čas in se preprosto sprostijo ter odklopijo od realnega stresnega življenja. Med tem brskanjem in listanjem pa našo pozornost zmotijo tudi reklame. V prvem delu diplomskega projekta (teoretični del) bomo spoznali marketing, natančneje digitalni marketing, ter digitalne kanale. Najprej bomo o vseh naštetih povedali nekaj na splošno kasneje pa še predstavili odnos, razlike in primerjave med omenjenima marketingoma. V drugem delu diplomskega projekta (praktični del) bomo predstavili vprašalnik, ki smo ga ustvarili in uporabili za našo raziskavo. Odkrivali smo, kaj je ljudem pomembno pri oglasih, kaj ne, kaj jih pritegne, kaj ne, kako dolgo se ob oglasu zadržijo, kako pogosto se odločijo za nakup, ali je koronavirus kaj vplival na njihovo nakupovanje preko spleta, kateri marketing (tradicionalni ali digitalni) se jim zdi bolj učinkovit, kaj najpogosteje kupujejo preko spleta ipd. V zaključku bomo pregledali zadane hipoteze ter jih potrdili ali ovrgli, predstavili problem digitalnega marketinškega komuniciranja in podali izboljšave.

Keywords

marketinško komuniciranje;digitalno komuniciranje;digitalni marketing;digitalni kanali;oglaso;spletna prodaja;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: L. Kantoci
UDC: 339.138:004
COBISS: 198639363 Link will open in a new window
Views: 21
Downloads: 3
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Other data

Secondary language: English
Secondary title: Digital marketing communications
Secondary abstract: People are spending more and more time behind small screens, be it mobile phones, computers, etc. Of course, companies have recognized this and are therefore paying more and more attention to digital marketing communication. People shorten their time by browsing the web, scrolling throught Facebook, Instagram … this simply relax them and disconnect them from real, stressful life. During this browsing and scrolling, ads always jump in front of their noses. In the first part of the diploma project (theoretical part) we will get to know marketing, digital marketing and digital channels. We will first say something in general about all of the above, and later we will present the relationship, differences and comparisons between the two marketings. In the second part of the diploma project (practical part) we will present a questionnaire that we created and used for our research. We found out what is important to people about ads, what is not, what attracts them, what is not, how long they stay when they see an ad, how often they decide to buy, whether coronavirus has influenced their online shopping, which marketing (traditional or digital) they find more effective, what they most often buy online, etc. In the end, we will review the hypotheses and confirm or reject them, and present the problem of digital marketing communication and provide improvements.
Secondary keywords: digital marketing communication;ads;questionnaire;digital channels;marketing;digital marketing.;
Type (COBISS): Diploma project paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 1 spletni vir (1 datoteka PDF ([87] str.))
ID: 18621448