Implementacija orodja za spletno trženje

diplomsko delo univerzitetnega študija Organizacijska informatika

Luka Bobnar (Author), Mirjana Kljajić Borštnar (Mentor)

Abstract

V diplomski nalogi smo se osredotočili na implementacijo baze strank, ki so se v preteklih letih prijavile na novice oz. spletni časopis Donos v orodje za spletni marketing. Najprej smo opravili raziskavo ponudnikov orodja in samih orodij, saj so se to področje in orodja za spletni marketing v nekaj letih zelo spremenila. Cilj naloge je bila priprava celovitega načrta za vzpostavitev in uporabo sistema spletnega marketinga. V ta namen smo vzpostavili sistem e-poštnega marketinga z uporabo baze naročnikov. Namen naloge je bil povečati prepoznavnost blagovne znamke, pridobiti nove naročnike in jih prepričati, da bi koristili storitve obeh podjetij. V obdobju pred gospodarsko krizo sta obe podjetji dobro delovali na področju spletnega trženja svojih storitev in s tega naslova pridobivali precej novih potencialnih strank. Med krizo, natančneje leta 2011, sta obe podjetji to dejavnost opustili, predvsem zaradi pomanjkanja piscev vsebin in zaradi stroškov, povezanih s samim spletnim trženjem. V diplomski nalogi smo s pomočjo novih orodij, ki so danes na voljo, izdelali nov spletni marketinški model za obe podjetji. Naredili smo tudi kratek pregled trga e-poštnega marketinga in našli najugodnejši program oz. orodje za spletni marketing, ker v primeru neuspeha marketinške akcije podjetji ne želita nositi prevelikih stroškov.

Keywords

spletni marketing;marketinška akcija;e-poštno poslovanje;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[L. Bobnar]
UDC:	004.738.5
COBISS:	7835923
Views:	702
Downloads:	84
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	IMPLEMENTATION OF TOOLS FOR ONLINE MARKETING
Secondary abstract:	In the graduation thesis, we have focused on implementation of the customer base, who in recent years subscribed to the news or online journal Donos, in tool for online marketing. First, we have performed a research of the tool providers and the tool itself, since this field and tool for online marketing have significantly changed in recent years. The objective of the thesis was to prepare a comprehensive plan for establishment and use of the online marketing system. Therefore, we have established a system of e-mail marketing by using the customer base. The purpose of the thesis was to increase trademark´srecognisability, attract new subscribers, and convince them in using the services of the both companies. In the period prior the economic crisis, both companies were active in the field of online marketing of their services, and due to this they acquired many new customers.During the crisis, specifically in 2011, both companies abandoned this activity, mainly due to the lack of writers of content and due to the costs related to the online marketing itself. In the graduation thesis we have created a new online marketing model for both companies byusing new, presently available tools. We have also performed a short overview of the market of e-mail marketing and found the most advantageous program or tool for online marketing, since the companies do not want to bear excessive costs in case of a failure.
Secondary keywords:	online marketing;e-commerce;marketing campaign;MailChimp tool;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. Maribor, Fak. za organizacijske vede
Pages:	66 f.
ID:	9151567