20.500.12556/DKUM-60736 UČINKI INFORMACIJSKIH TEHNOLOGIJ V VIRALNEM MARKETINGU EFFECTS OF INFORMATION TECHNOLOGIES IN VIRAL MARKETING Naloga obravnava učinke informacijskih tehnologij v viralnem marketingu, predvsem skozi prizmo različnih tehnologij, ki so na voljo tako malim kot velikim podjetjem. V prvem delu diplomskega dela je narejen splošen popis vloge in pomena takšnega načina marketinških aktivnosti skozi zgodovino in vse do danes. Posebno pozornost smo posvetili glavnim tehnološkim platformam, ki danes služijo kot najbolj uporabljene za namen doseganja viralnosti marketinških sporočil. V nadaljevanju smo ocenili in predstavili zakonitosti dobre izvedbe viralnega projekta, katerega cilj je povečan tržni delež blagovne znamke. Nadaljevali smo z opisom procesov planiranja in izvedbe viralnih projektov skupaj s primerjavo, s čimer smo želeli zainteresiranim približati način vodenja projektov in pridobivanja elektronskih naslovov znotraj podjetja. S podatki, pridobljenimi iz izvedenih viralnih projektov, smo v nadaljevanju primerjali glavne kazalnike uspešnosti. Ugotovili smo, da je poleg visoke interaktivnosti, kjer mora tehnološka rešitev skupaj z vsebino kampanje že sama po sebi pospeševati viralni učinek širjenja/priporočanja, predvsem pomembna izbira medija, na katerem bomo ta viralni projekt izvedli. Raziskava rezultatov in študij literature kažeta na to, da če bomo v prihodnje želeli ostati v stiku z našimi kupci, moramo kampanje peljati predvsem na tistih platformah in medijih, kjer se največ zadržujejo, ter seveda na način, ki je njim najbližji. The thesis deals with the effects of information technology in viral marketing, mainly through the prism of various technologies, which are available for small and large companies. In the first part of the thesis we made a general description of the role and purpose of this kind of marketing activities throughout history until today. We gave special attention to the main technological platforms, which are mainly used today to achieve the viral effect of marketing messages. Later on we have presented and reviewed the main points of good viral marketing project realization, where the goal is to increase the market share of the trademark. We continued describing the processes of planning and execution of viral projects and compared them. We wanted to present the method of running the projects and acquiring emails to the interested parties. By comparing data from accomplished viral projects we could then compare the main indicators of successful performance. We found out that in addition to high interactivity, where a chosen technological solution and its content already accelerates viral effect of spreading and recommending, it is especially important to choose a medium where a particular project is carried out. Research results and study of the literature point out that if we want to stay in touch with our customers in the future, we need to focus our campaigns on the platforms and media, where our customers spend most of their time and we need to use the methods closest to them. viralni marketing generiranje stikov spletni marketing marketinška strategija uporabne tehnologije viralni projekt viralna sporočila internetne tehnologij viral marketing generating contacts online marketing marketing strategy useful technologies viral project viral messages internet technologies true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2016-07-01 10:05:01 2016-10-12 09:14:48 2022-06-24 03:14:48 2019-07-11 11:56:53 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7776275 URN:SI:UM:DK:WJ6ZBQDP UN_Magjar_Ziga_2016.pdf UN_Magjar_Ziga_2016.pdf 1 580A0904D29066DE58BD638CA122850C fe910ee2cc95558f22a063921a4bb05b3ad9242f79dbb8e3dcb7d1f9220e251c d3667572-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=95907 Fakulteta za organizacijske vede 0 0 0