20.500.12556/DKUM-75854 Proces uvedbe digitalnega marketinga na primeru podjetja: 9 round kickbox fitness kuwait Process of digital marketing application: 9 round kickbox fitness kuwait Tehnološki razvoj v zadnjih letih je poskrbel, da se podjetja oz. trgovci soočajo z novimi priložnostmi in izzivi, povzročil vidnejše spremembe v okolju in s tem posledično vplival tudi na načine poslovanja ter promocijo. Nove spletne komunikacijske tehnologije so prestruktu-rirale glavne gospodarske sektorje, vključno s trženjem. Lahko bi rekli, da je trženje ustvarilo popolnoma novo nišo poslovanja, imenovano digitalni marketing. Gre za način oglaševanja na spletu, pri katerem se za trženje blaga oz. storitev vključuje uporaba virtualnih prostorov, s tem pa podjetjem omogoča stroškovno učinkovitost in prilagodljivost. Glavno prednost predstavja hitrejša interakcija s strankami, vendar pa se posledično povečuje konkurenčnost med podjetji v smislu pridobivanja pozornosti strank. Kljub temu učinkovita marketinška metoda vključuje tudi nekatere slabosti, kot je pomanjkanje osebnega stika, zasebnosti, posredno pa tudi varnosti. Magistrsko delo v prvem delu obravnava opredelitev digitalnega marketinga, njegovo zgodovinsko ozadje, predstavlja ključne razlike med tradicionalnim trženjem in digitalnim marketingom ter pojasnjuje prednosti in slabosti, ki jih vključuje spletno oglaševanje. V osrednjem delu se proučujejo vse obstoječe vrste digitalnega marketinga, podrobno je opisana tudi uvedba digitalnega marketinga skozi SOSTAC® metodo. V zaključku magis-trskega dela je predstavljeno izbrano podjetje vključno z že obstoječimi vrstami digitalnega marketinga ter praktične rešitve procesa uvedbe določenih vrst digitalnega marketinga, ki so izbrane na podlagi primernosti v povezavi z izbranim podjetjem. Technological development in recent years has ensured that the companies and the traders are confronted with new opportunities and challenges. That brought noticable changes in the environment which has consequently affected both business and promotion methods. New Internet communications technologies have restructured the main economic sectors including marketing. We could say that marketing has created a brand new business niche called digital marketing. It`s a way of advertising online, where promoting products or services involves the use of virtual place and enables companies to be more cost-effective and adaptable. The main advantage is a faster interaction with customers, but consequently the competitiveness between companies is increased in terms of attracting customers' attention. Nevertheless, an effective marketing method also includes some disadvantages which are a lack of personal contact, privacy, and indirectly also security. The first part of the master's thesis relates to historical background of digital marketing, key differences between traditional and digital marketing and explains advantages and disadvantages that occur in this method of advertising. The main part of the thesis examines all existing types of digital marketing and describes the process of digital application through the SOSTAC® method in detail. The final part of the thesis presents selected company with its existing types of digital marketing and practical solutions through certain types of digital marketing media, which are selected according to suitability in relation to the company. Digitalni marketing uvajanje digitalnega marketinga digitalni mediji vrste digitalnega marketinga načrtovanje digitalnega marketinga. Digital marketing digital marketing implementation digital channels types of digital marketing digital marketing plan. true true false [Ž. Plavčak] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2020-02-18 13:01:33 2020-08-18 11:55:31 2022-08-09 11:50:06 2020-08-19 03:11:56 2020 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 25433603 URN:SI:UM:DK:CE950OQK MAG_Plavcak_Ziga_2020.pdf MAG_Plavcak_Ziga_2020.pdf 1 5F009758C2F83E930DCDEABB77132DC9 f573544a803c9c22c608ed69082f3317eb4d9e69896519a5f58932f6adb5fc22 3aa30f84-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/83da6db3-497f-494b-a287-6e1fe1ad0b85 https://dk.um.si/Dokument.php?lang=slv&id=140746 Ekonomsko-poslovna fakulteta 0 0 0