20.500.12556/DKUM-73773 Analiza privlačnosti tujega trga za storitve digitalnega oglaševanja The analysis of foreign market attractiveness for digital advertising services Delo diplomskega seminarja najprej teoretično opredeli digitalni marketing. Pri tem ga definira, zgodovinsko predstavi, oriše njegove prednosti z vidika mednarodnega poslovanja ter ga loči od spletnega marketinga. Cilj raziskave je oceniti privlačnost avstrijskega tržišča za storitve digitalne marketinške agencije Adverta. Podjetje je predstavljeno z vidika delovanja in ponudbe, ki je v okviru študije primera primerjana s konkurenčno. Sledita pregled avstrijskega trga in podrobnejša analiza trga storitev digitalnega oglaševanja na omenjenem trgu za ocenjevanje privlačnosti. Analiza podatkov pripelje do sklepov, ki omogočijo potrditev obeh postavljenih hipotez. Do izraza prideta pomembnost inoviranja digitalnih oglasnih formatov in ocena avstrijskega trga kot privlačnega za podjetje Adverta. First focus of this thesis is on theoretically explaining digital marketing. In order of doing so digital marketing is defined, its origins presented, shown what benefits it brings into international business and explained what's the difference between digital and web marketing. The goal of the analysis is to determine how attractive is the Austrian market for digital marketing services of the company Adverta. The company is presented in terms of its presence and services, which are compared to the services offered by the competition. It's followed up by an analysis of Austria's digital advertising market to determine how attractive it is for the given company. With analysis, we concluded that we can confirm our two hypotheses. We found that it 's crucial to innovate digital ad formats and determined that the Austrian market is attractive for the company Adverta. digitalni marketing analiza tujega trga storitve digitalnega oglaševanja oglasni formati digital marketing foreign market analysis digital advertising services advertising formats true true false [M. Kukovičič] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2019-06-12 22:43:04 2019-07-23 11:43:43 2022-08-02 06:17:36 2019-07-26 11:52:58 2019 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.5 13358108 URN:SI:UM:DK:PUC4Z1LG UN_Kukovicic_Miha_2019.pdf UN_Kukovicic_Miha_2019.pdf 1 190C6C451F6399C6E9EE29D821157BEE 1f58e962a51af2425bd6c42dc7d5443f866ebcb91bbba7edfdf1e9e962220833 c18c6e58-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/8fba0672-d93b-4fbf-95b0-95a5143c4b16 https://dk.um.si/Dokument.php?lang=slv&id=134781 Ekonomsko-poslovna fakulteta 0 0 0