Spletno oglaševanje z uporabo naprednih analitičnih orodij

diplomsko delo univerzitetnega študija Organizacija in management informacijskih sistemov

Alen Rogan (Author), Uroš Rajkovič (Mentor)

Abstract

Spletna oglaševalska in analitična tehnologija je v današnjem času že tako razvita, da je na trgu veliko število ponudnikov različnih storitev in tehnologije za spletno oglaševanje in spletno analitiko. Odločitev, katerega ponudnika oz. tehnologijo izbrati je postala zahtevna naloga. Marketinške ekipe kot tudi oglaševalske agencije se srečujejo s problemom pomanjkanja znanja na tem področju, saj tovrstna tehnologija zelo hitro napreduje. Problem predstavlja pravilna izbira strategije spletnega nastopa, izbor digitalnih kanalov kot tudi neznanje, kako si lahko pomagajo z že pridobljenimi podatki. Cilj diplomskega dela je boljše razumevanje in učinkovitejše odločanje znotraj marketinških ekip o izboru pravilne spletne oglaševalske strategije in spletnih orodij za promocijo podjetja in doseganje marketinških ciljev. Diplomska naloga je razdeljena na dva dela. Prvi del naloge predstavlja teoretičen del, kjer smo za raziskovanje uporabili deskriptivni pristop. V drugem, praktičnem, delu, pa smo uporabili analitičen pristop. V diplomskem delu smo predstavili internet, njegovo zgodovino in spletno oglaševanje. Podrobneje smo opisali standardne in napredne načine oglaševanja, spletna oglaševalska in analitična orodja, oglasne formate in načine ciljanja. V praktičnem delu smo s pomočjo analize anonimnih spletnih oglaševalskih kampanj v izbrani organizaciji D' Agency, d.o.o. odgovarjali na postavljena raziskovalna vprašanja.

Keywords

spletno oglaševanje;spletna oglaševalska orodja;spletna analitična orodja;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[A. Rogan]
UDC:	004.738.5
COBISS:	7756563
Views:	1426
Downloads:	131
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	ONLINE ADVERTISING WITH ADVANCED ANALYTICAL TOOLS
Secondary abstract:	Online advertising and analytical technology has become so developed nowadays that there is a great amount of providers of different services and technologies for online advertising and online analytics. The decision about which provider or technology to choose has become a demanding task. Marketing teams and advertising agencies are facing the problem of the lack of knowledge in this field since this type of technology advances very quickly. The main issue is the right choice of online presence strategy, the choice of digital channels and the lack of knowledge about how to help oneself with the acquired data. The goal of the diploma thesis is a better understanding and more efficient decision making within the marketing teams about the choice of the right online advertising strategy and online tools for the promotion of a company and for achieving the marketing goals. The diploma thesis is divided into two parts. The first part of the diploma thesis is the theoretical part where the descriptive approach to the research was used. In the second – practical part of the diploma, the analytical approach to the research was used. The diploma thesis presents internet, its history and online advertising. Standards and advanced methods of advertising, online advertising and analytical tools, advertising formats and ways of targeting are presented in more detail. With the help of the analysis of the anonymous online advertising campaigns in the company D’ Agency d.o.o., we have answered the research questions in the practical part of the thesis.
Secondary keywords:	Online advertising;Online advertising tools;Online analytical tools;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	74 f.
ID:	9155385