20.500.12556/DKUM-61638 Analiza učinkovitosti različnih komunikacijskih orodij v podjetju s.Oliver Analysis of Various Communication Tools Effectiveness in the Company s.Oliver Pomen komunikacije med podjetjem in odjemalci je ohranjanje blagovne znamke oziroma podjetja v odjemalčevi zavesti. Vendar se pojavljajo bistvene razlike med posameznimi komunikacijskimi orodji, preko katerih je možna tovrstna komunikacija, kar je izpostavljeno v diplomski nalogi Klasični instrumenti komuniciranja ne omogočajo interakcije z odjemalci in merjenja učinkov v realnem času, tako kot digitalna orodja. Diplomski projekt definira pojem marketinškega komuniciranja in opiše njegove značilnosti pri posameznih tradicionalnih in digitalnih orodjih marketinškega komuniciranja. Tako kot odjemalci, tudi oglaševalci vse več časa posvečajo digitalnim orodjem. Le-ta predstavljajo prednosti za obojne. Da se podjetja prepričajo v pravilnost izbire pravega komunikacijskega orodja za svoje odjemalce, pa morajo meriti učinkovitost svojih akcij. Rezultati raziskave, narejene na podlagi podjetja s.Oliver, razkrivajo razlike med posameznimi digitalnimi komunikacijskimi orodji. Največje razlike se kažejo med posrednim oglaševanjem (Facebook) in neposrednima oblikama (sms-sporočilo in e-pošta). Na podlagi rezultatov pridemo do informacij, da je bilo najučinkovitejše digitalno orodje sms-sporočilo. Največ nakupov so opravili kupci, ki so za ugodnost izvedeli na prodajnem mestu. Marketinško komuniciranje je dvignilo prodajo glede na vrednost in število prodanih izdelkov. The importance of communication between company and customers is maintaining brands or company in the custumer's consciousness. But there are substantial differences between the various communication tools through which such communication is possible. Classical instruments of communication do not allow interaction with customers and measuring the effects in real time as digital tools do. This degree project defines the concept of marketing communication and describes its characteristics in various traditional and digital tools of marketing communication. Customers and advertisers devote more and more time to digital tools. They represent the advantages for both. In order for the companies to be convinced that they have chosen the right communication tool for their customers, they have to measure the effectiveness of their campaigns. The survey results, based on the company s.Oliver, reveal differences between individual digital communication tools. The biggest differences are seen between indirect advertising (Facebook) and direct forms (SMS-message and e-mail). Based on the results we can conclude that the most effective digital tool was SMS-message. Most purchases were made by buyers who found out about the special offer at the point-of-sale. Marketing communication has increased sales according to the value and number of items sold. marketinško komuniciranje marketinški odnosi interaktivnost digitalna tehnologija merjenje učinkovitosti marketing communication relationship marketing interactivity digital technology performance measurement true true false [T. Leskovar] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2016-08-12 12:15:30 2016-11-14 09:50:27 2022-06-27 03:06:07 2019-07-11 12:28:11 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 2019-09-07 659.3 12581148 URN:SI:UM:DK:BHQTG73U UN_Leskovar_Tadeja_2016.pdf UN_Leskovar_Tadeja_2016.pdf 1 311F4DEE916BE9E54EE01B3594956EA4 f96cb3a31c039e3806db60bf4fe4607352d6f1fa858afefb2fb0a6a458b7b84b 0fb8f152-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=99338 Ekonomsko-poslovna fakulteta 0 0 0