analiza primera
Janja Plečko (Avtor), Igor Perko (Mentor)

Povzetek

S pojmom digitalni marketing se danes srečujemo vse več in je eden najpomembnejših faktorjev uspeha vsakega podjetja. Prednosti digitalnega marketinga danes izkoriščajo v skoraj vseh podjetjih, ne glede na njihovo velikost ali lokacijo. Danes ni več vprašanje, digitalni marketing ja ali ne, temveč predstavlja nujno sredstvo, ki ga vsako podjetje potrebuje za svoje poslovanje. Sodobna tehnologija je odprla vrata novim prodajnim potem in oglaševalskim kanalom, sodobnega kupca, ki je vpet v digitalni svet, je potrebno nagovoriti drugače, drugačen pa je tudi način analize rezultatov trženja. V nalogi bom predstavila sam pojem digitalni marketing in njegovo zgodovino oz. razvoj, razliko med spletnim in digitalnim marketingom. Predstavila bom kanale digitalnega marketinga. To so optimizacija za iskalnike (SEO), Content (Vsebinski) marketing, Inbound Marketing (Vhodni marketing), Marketing na družabnih omrežjih (SMM – Social Media Marketing) in Iskalni marketing (SEM – Search Engine Marketing). Srečali se bomo s strategijami marketinga in z orodji za merjenje uspešnosti digitalnega marketinga. Predstavila bom tudi pojem družabni mediji in njihove koristi za podjetja ter ključne medije za tržno komuniciranje. Med te spadajo spletno mesto podjetja, Facebook, Youtube in Instagram. V diplomski nalogi je podrobneje analiziran digitalni marketing na primeru podjetja Flegis d.o.o.

Ključne besede

družbeni mediji;digitalni marketing;tržno komuniciranje;marketinško komuniciranje;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.11 - Diplomsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: [J. Plečko]
UDK: 658.8:004
COBISS: 13515036 Povezava se bo odprla v novem oknu
Št. ogledov: 773
Št. prenosov: 135
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: Advice as sales support in digital marketing
Sekundarni povzetek: The term digital marketing being is increasingly being used and is considered to be one of the most important success factors for any business. Today, virtually all businesses, regardless of size or location, are taking advantage of digital marketing. Digital marketing is an essential business tool in a successful company. Modern technology has opened the door to new sales channels and advertising channels, and the modern digital-savvy buyer needs to be addressed differently, and the way marketing results are analyzed ha also changed significantly. In the assignment, I introduced the concept of digital marketing and its history, development and the difference between online and digital marketing. I examined digital marketing channels, for instance: Search Engine Optimization (SEO), Content Marketing, Inbound Marketing, Social Media Marketing (SMM) and Search Engine Marketing (SEM). In the following, I disclosed marketing strategies and tools for measuring digital marketing performance. Additionally, I introduced the concept of social media and its benefits to businesses and key media for marketing communication. These include the company’s website, Facebook, Youtube and Instagram. The effects of three marketing strategies were analyzed: The advices, the prize competitions and videos in the social media channels of digital marketing in the case of Flegis d. o. o. We could identify positive results in all three approaches comparing to regular digital marketing strategies.
Sekundarne ključne besede: digital marketing;social media;digital marketing channels;marketing communication;marketing strategies;
Vrsta dela (COBISS): Delo diplomskega projekta/projektno delo
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: III, 37 f.
ID: 11220027