Povečanje učinkovitosti in uspešnosti poslovanja v MMSP s pomočjo spletnega oglaševanja

magistrsko delo Organizacija in management informacijskih sistemov

Kristjan Zagoričnik (Author), Vida Kampuš Trop (Mentor)

Abstract

Naloga uvodoma predstavi spletno oglaševanje ter njegov pomen v Sloveniji in svetu. Izpostavi pomembno vlogo spletnega oglaševanja v podjetništvu na sploh. V nadaljevanju se osredotoči na prikaz trženja z uporabo spletnega oglaševanja, ki vključuje strategijo načrtovanja spletnega mesta, internetni marketinški plan, internetne prodajne modele ter umestitev v celoten proces trženja v podjetju. Pri tem je posebej izpostavljen pomen merljivosti učinkovitosti spletnega oglaševanja in analize marketinških akcij za uspešno poslovanje, predvsem malih podjetij. Osrednji del naloge prikazuje rezultate aplikativne raziskave, ki je bila izvedena decembra 2011 v okviru mikro, malih in srednje velikih podjetij (MMSP) v Sloveniji. Rezultati razkrivajo relativno slabo poznavanje delovanja spletnega oglaševanja med malimi podjetji ter obenem izpostavijo izjemen vpliv spletnega oglaševanja na poslovanje podjetja. Na osnovi rezultatov pridemo do informacij o stopnji uporabe spletnega trženja, ki je v okviru malih podjetij pod evropskim povprečjem. Rezultati prav tako podajajo razpršenost uporabe različnih oblik spletnega oglaševanja, kjer še vedno prevladuje oglaševanje preko spletnih iskalnikov. Rezultati pokažejo, da MMSP-ji namenjajo relativno majhen delež sredstev spletnemu oglaševanju. Kot kaže, je nezaupanje še vedno precejšnje, kar kaže na nepoznavanje področja med podjetji. Po drugi strani pridemo do ugotovitev, da podjetja z nepravilnim pristopom prevečkrat presežejo načrtovane stroške spletnega trženja, a medtem ne dosegajo predvidenih ciljev oglaševanja. Preko rezultatov raziskave se seznanimo tudi s tem, kako in kje tovrstna podjetja oglašujejo ter kaj delajo narobe pri uporabi spletnega oglaševanja.

Keywords

spletno oglaševanje;iskalni marketing;malo podjetništvo;

Data

Language:	Slovenian
Year of publishing:	2013
Typology:	2.09 - Master's Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[K. Zagoričnik]
UDC:	005
COBISS:	7238675
Views:	2848
Downloads:	288
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	INCREASE EFFICIENCY AND PERFORMANCE IN MSME USING ONLINE ADVERTISING
Secondary abstract:	The introduction chapter gives an overview of the importance of the online advertising in Slovenia and throughout the world, as well as exposes its importance for the entrepreneurship as such. Further on, thesis focuses on the internet marketing, including web site strategy planning, internet marketing plan, internet sales models and how to integrate that into the marketing process of a company as a whole. By that, the importance of the measuring the efficiency of the online advertising, together with the analyses of the marketing campaigns is stressed out, especially for the small and medium sized enterprises. The main part of the thesis deals with the results of the survey, that was carried out in December 2011 among micro, small and medium sized enterprises (MSMEs) in Slovenia. The survey has shown a lack of understanding of the online advertising, but at the same time a great awareness of its influence on a successful business. Additionally, it has given the information on the level of the use of online marketing among MSMEs, which is below the European average and it has shown the diversification of usage of different modes of online advertising, among which search engine marketing is still the most widely used. According to the survey MSMEs invest relatively small proportion of resources into online advertising, obviously due to lack of trust, which is still present. That shows a low level of understanding of the issue. On the other hand, it is possible to conclude, that wrong approach often causes the exceeded budget for the online marketing, without reaching the expected goals. Lastly, the results of the survey have also shown how and where MSMEs advertise and what are their main mistakes, when using online advertising.
Secondary keywords:	online advertising;search engine marketing;internet marketing plan;small businesses;search engine optimization;research;efficiency;performance;pricing models;online business;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	83 f.
ID:	8725858