20.500.12556/DKUM-80169 Uvedba orodij digitalnega marketinga na primeru družabnega omrežja Facebook The implementation of digital marketing tools on the example of the social network Facebook Spreminjajoče se okolje in tehnološki razvoj sta v zadnjih desetletjih popolnoma preusmerila potrošnjo, načine poslovanja in promocije. Marketing je z izumom interneta dosegel povsem nov obseg, kar je vodilo do pojava digitalnega marketinga. Na vedno bolj nasičenem trgu je digitalna prisotnost postala ključen del tako uspeha kot obstoja podjetja. Prizadevanje za pridobitev konkurenčnih prednosti je spodbudilo vključevanje različnih komponent marketinškega komuniciranja v organizacijo. Vendar preklop od tradicionalnega na digitalni marketing za veliko podjetij ni lahek, saj se na poti skriva ogromno izzivov glede uvedbe novih platform v komunikacijske kanale podjetja. V nalogi bomo predstavili širok pojem digitalnega marketinga, katere kanale obsega ter njegove prednosti in slabosti v primerjavi s tradicionalnim marketingom. V nadaljevanju bomo govorili o petih ključnih korakih pri uvedbi digitalnega marketinga v podjetje in kaj točno le-ti vključujejo. Predstavili bomo družabno omrežje in podjetje Facebook ter njegovo vlogo v poslovnem svetu, kar vključuje storitve, ki jih nudijo izključno podjetjem. V praktičnem delu bomo podrobneje analizirali digitalni marketing podjetja Nike. V ospredju bo njihova marketinška strategija, prav tako pa tudi oglasi na družabnem omrežju Facebook. The changing environment and technological development redirected consumption, ways of doing business, and means of promotion. Marketing has reached a completely new scale with the invention of the Internet, which resulted in the emergence of digital marketing. In an increasingly saturated market, digital presence has become a key part of both the success and survival of a business. The quest to gain competitive advantages has prompted the need to integrate different marketing communication components into an organization. However, the switch from traditional to digital marketing is not easy for many companies, as there are vast amounts of challenges along the way in the adoption of new platforms into a firm’s communication channels. In the assignment, I will present the broad concept of digital marketing, which channels it consists of and its advantages and disadvantages compared to traditional marketing. Furthermore, I will discuss the five key steps in integrating digital marketing to a company and what exactly they include. I will introduce the social network and company Facebook and its role in the business world, which includes the services they offer exclusively to companies. In the practical part, I will analyse Nike's digital marketing in more detail. At the forefront will be their marketing strategy and ads on the social network Facebook. digitalni marketing družabna omrežja uvedba digitalnega marketinga marketinška strategija Facebook marketing digital marketing social media integration of digital marketing marketing strategy Facebook marketing true true false N. Perger Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2021-08-31 21:12:12 2021-11-09 13:29:17 2022-08-09 22:34:03 0000-00-00 00:00:00 2021 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.738.5:339.13 84162563 UN_Perger_Nika_2021.pdf UN_Perger_Nika_2021.pdf 1 D2E254C77EE9DA76C73F224054684BAB 81f74d1f1f323206cc09c7d1c6fa3e3ff38ba712026d4c2ae85e628cd42f7cc8 767621b5-0d5b-11ec-bab9-00155d581298 20.500.12556/dkum/4738cd82-a015-4c5a-8825-b6400fd25e82 https://dk.um.si/Dokument.php?lang=slv&id=153077 Ekonomsko-poslovna fakulteta 0 0 0