magistrsko delo
Leonela Pučko (Author), Bruno Završnik (Mentor)

Abstract

Komunikacija nas obdaja nenehno, zavedno in nezavedno, in oblikuje naše misli, razmišljanje in življenje kot tako. Komunikacija ima svoj namen in svoj cilj, kar smo pogledali skozi proces marketinške komunikacije, cilj katere je informirati, prepričati, spomniti in nenazadnje kupiti. Poznamo mnogo oblik marketinške komunikacije, oglaševanja, prodaje, namen katerih je krepitev pozicije na trgu in povečanje prodaje. Z razvojem novih medijev se spreminja tudi področje marketinga, ki se mora prilagoditi tehnološkim spremembam. Posledica tega je mobilni marketing, interaktivni mediji, spletno trženje, družabna omrežja, mobilni telefoni, spletni brskalniki in spletne strani. Interaktivni mediji v obliki spletnih strani so odličen pokazatelj interakcije med podjetjem in ciljno publiko, s tem pa vedno bolj izginja meja med javnim-zasebnim, osebnim-množičnim. To ponazarja tudi izreden vzpon in razcvet družbenih omrežij, ki omogoča brezmejno širjenje informacij. Med njimi so med drugimi najpomembnejši Facebook, Wikiji, Twitter, blogi in tehnologija RSS. Oblika novega medija pa je tudi spletna stran, ki je oblika odprtega omrežja, dostopnega po vsem svetu. Spletna stran nam omogoča hitro in enostavno obdelavo podatkov v obliki merjenja števila obiskov, prenesenih datotek, klikov na stran, dolžine obiska, zanimanje obiskovalcev, števila nakupov in mnogo drugih izredno zanesljivih informacij. Vedno več podjetij se odloča izkoristiti to tehnologijo in uporablja nove medije kot primarno obliko komuniciranja s svojimi (potencialnimi) strankami. Seveda gre za logično odločitev, saj se družabna omrežja in splet kot tak iz dneva v dan širijo, pridobivajo na moči in konkretno vplivajo na odločitve, miselnost in prepričanje uporabnikov. Za potrebe naloge smo raziskali odzivnost na komuniciranje novih medijev na primeru podjetja Moto-Nautika, ki je pred kratkim prestalo prenovo iz klasične spletne strani v interaktivno. Primerjava rezultatov pred in po prenovi kaže podvojeno število sej, več kot 50-% zvišanje uporabnikov na spletni strani, 17,60% več novih uporabnikov, a hkrati manj starih, 11,49% obiskovalcev stran zapusti takoj po vstopu, analiza dostopnih naprav pa kaže na drastičen upad rabe računalnikov in porast uporabe pametnih telefonov. Primerjava marketinške komunikacije na spletni strani v primerjavi s Facebook stranjo kaže prednosti na obeh straneh. Širina dosega ciljne publike z oglasom je na spletni strani več kot podvojena, vendar pa filtriranje članov na Facebook strani omogoča bolj načrtno in ciljno komunikacijo vseh deležnikov. Magistrsko delo skozi pregled literature in praktično analizo priznava izreden pomen novih oblik oglaševanja, hkrati pa odpira zanimiva vprašanja za bodoče raziskave.

Keywords

mediji;komuniciranje;marketinško komuniciranje;interaktivni mediji;spletne strani;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [L. Pučko Resnik]
UDC: 659.1/.3:004.738.5(043.2)
COBISS: 12541212 Link will open in a new window
Views: 988
Downloads: 134
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Other data

Secondary language: English
Secondary title: Evolution of new media in marketing communication
Secondary abstract: Communication is all around us, always, and it consciously and unconsciously modifies our mind, thinking and life itself. Communication has its purpose and goal and we have looked at them through the process of marketing communication that informs, convinces and remind receivers, with the ultimate goal to purchase. We know many ways of marketing communications, advertising, sales, with the goal of maintaining the position on the market and attract new customers. With the development of new media, the marketing also changes, since it has to adapt to technological modification. The result is mobile marketing, online advertising, social networks, mobile phones, online browsers and web pages. The interactive web pages are a great indicator of business to client interaction and with that the public-private and personal-massive line slowly disappears. This is also visible within the rise of social media which offers unlimited spread of information. To mention a few, in this paper we recognize Facebook, Wiki, Twitter, blogs and RSS technology. Another new kind of media is also a web page that is an example of open network, available all over the world. A webpage allows us to easily and fast analyse data from measuring visits, downloaded files, page clicks, length of visit, the interest of visitors, to number of purchases and many other useful information. More and more companies decide to use that technology and use the new media as a primary way of communicating with their (potential) clients. This is, of course, a logical decision, since the social media and the internet spread daily, gain strength and effect decisions, mentality and beliefs of their users. For the purpose of this paper, we have researched the responses on new media communication with Moto-Nautika company that recently transformed their web page from classic to interactive. The compared results from before and after the renovation show doubled visits, more than 50% raise of users, 17.60% raise in new users, yet less existing users, 11.49% visitors leave the page immediately after opening it, and the analysis of used devices shows a drastic downfall of computers and increase in the use of smart phones. The comparison of marketing communication on the web page compared to Facebook page shows advantages on both sides. The width of focus public reached with an advertisement is more than doubled on the web page; however, the filtration of Facebook members allows a more targeted and planed communication strategy between all included parties. By examining the existing literature and practical analysis, this paper acknowledges the strength of new advertising, but at the same time opens interesting questions for future research.
Secondary keywords: new media;marketing communication;interactive media;web page analysis;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 65 str.
ID: 9161807