20.500.12556/DKUM-39529 UPORABA MULTIMEDIJSKIH VSEBIN IN DRUŽBENIH MEDIJEV ZA VEČJO PREPOZNAVNOST PODJETJA USING MULTIMEDIA AND SOCIAL MEDIA FOR BETTER COMPANY IMAGE Klasično oglaševanje v vedno večji meri ne dosega več potrošnikov. Ti postajajo imuni na tradicionalne oglase na televiziji, radiu in v časopisih, zato se tržniki obračajo k alternativnim komunikacijskim kanalom. V zadnjem času predvsem izredno priljubljenim družbenim medijem. Za podjetja to pomeni, da se morajo kar se da hitro prilagoditi zakonitostim teh novih okolij. Hipertekst, interaktivnost, multimedija, recipročnost, te osnovne lastnosti spleta so prinesle nove možnosti, izkušnje in izzive tako za uporabnike, kot za ustvarjalce. Produkcijska sredstva in kanali promocije, ki so bili prej izključno v domeni velikih medijskih organizacij in oglaševalskih agencij so sedaj na voljo vsakemu posamezniku ali podjetju. Usmerjeni virusni marketing ni realistična strategija za večino organizacij, poleg tega pa kljub velikim vložkom uspeh ni zagotovljen. Podjetja morajo raje poiskati način, kako izkoristiti potencial vzajemnosti in razvoja osebnih odnosov, ki jih omogočajo družabna omrežja in podobne strani. Zbujanje pozornosti z atraktivnimi vsebinami je šele začetek. Enako pomemben, morda še pomembnejši faktor pri vzpostavljanju trajne in uspešne spletne strategije, je pristna vsakodnevna komunikacija z obstoječimi uporabniki. Skupnost ki nastane, ima moč podjetje predstaviti novim potencialnim kupcem bolje kot katerikoli prodajni strokovnjak. To je tisti resnični odmik od tradicionalne oglaševalske forme, ki že desetletja velja v množičnih medijih. Modern consumers are showing increasing resistance to traditional forms of advertising such as TV, radio or newspaper ads, so marketers have turned to alternate strategies. Notably, they started to exploit the highly popular social media. This means that businesses and organizations must quickly adapt to new rules, styles and ethical guidelines of social media Hypertext, interactivity, multimedia, reciprocity, all these internet characteristics, have brought new possibilities, experiences and challenges for the users as well as creators of content. The means of productions and channels for promotion that used to lie firmly in the hands of mass media and advertizing agencies, are now available to every organization or individual. Viral marketing is not a viable strategy for most organizations. It demands many resources and still doesn't guarantee results. Companies should rather develop personal relationships with their clients and try to find a way to use the potential of reciprocity that social networking and similar sites can deliver. Creating attention with multimedia content is only the beginning. Equaly important for achieving true engagement with internet users is everyday communication, troubleshooting, replying to criticism etc. For most businesses, keeping existing customers happy, engaged and interested is the best way to gain new clients. TThe community will do their marketing for them. This is the true separation from the traditional advertising format that has dominated mass media for decades. multimediji družbeni mediji družabna omrežja Facebook Facebook vpogledi blog spletni dnevnik Youtube spletni video virusni marketing podcast poddaja kodek interaktivnost spletni marketing digitalni marketing spletno oglaševanje multimedia social media social networking Facebook Facebook insights blog Youtube internet video viral marketing podcast codec interactivity internet marketing digital marketing internet advertising true true false Slovenski jezik Angleški jezik Diplomsko delo 2013-01-24 14:50:47 2013-05-14 13:23:13 2022-05-12 23:01:12 2021-04-22 03:13:48 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7157011 URN:SI:UM:DK:J7U630RF VS_Verbole_Tine_2013.pdf VS_Verbole_Tine_2013.pdf 1 569B83BFFB1A600DE979F5651F44C30A 12e727dc8728673ea9ee782d54e1d86d98b68c340e9ce2fdda21391ac41985da 2a74637a-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/d16295af-58d6-45d3-84bb-b40a5f63efa8 https://dk.um.si/Dokument.php?lang=slv&id=53650 Fakulteta za organizacijske vede 0 0 0