20.500.12556/DKUM-90456 Uporaba in optimizacija spletnega trženja s pomočjo analitičnih orodij za turistično podjetje Application and optimization of online marketing with the help of analytical tools for a tourism company Zaradi spreminjajoče se narave poslovnega okolja in vse večje priljubljenosti spleta so podjetja začela spletno trženje uporabljati kot ključno orodje za doseganje ciljne skupine kupcev in strank. Spletno trženje vključuje različne strategije, kot so PPC oglaševanje, trženje po e-pošti in družbenih omrežjih. V teoretičnem delu magistrske naloge so obravnavani osnovni koncepti spletnega trženja, njegove vrste in načini ter razumevanje spletnega trženja na turističnem področju. V empiričnem delu pa je analizirano spletno trženje podjetja Sajko turizem, d.o.o., prek Google in Facebook oglasov ter e-poštnih sporočil. Raziskava je temeljila na kvantitativni analizi podatkov, zbranih na platformah Google Ads, Facebook Ads in SqualoMail, pri čemer so bile ključne metrike delež klikov, delež konverzij, cena na klik in cena na konverzijo. Rezultati analize so nam pomagali prepoznati dejavnike, ki so izboljšali učinkovitost spletnih kampanj, na primer prehod na kampanje SKAG in uporaba strategij Target CPA in Maximize Conversions pri Googlovih oglasih. Ugotovili smo, da je pomemben tudi oglaševani produkt, saj so nekatere turistične destinacije bolj priljubljene ali primernejše za oglaševanje. Pri trženju po e-pošti se je kot pomemben dejavnik učinkovitosti izkazalo število povezav v sporočilu, poleg tega pa datum in čas pošiljanja ter prisotnost določenih elementov v sporočilu, kot je poziv k dejanju. Due to the changing nature of business environment and the growing popularity of the internet, companies have started using online marketing as a key tool to reach their target group of consumers. Online marketing includes various strategies such as PPC advertising, email and social media marketing. In the theoretical part of the master's thesis, the basic concepts of online marketing, its types and methods, and the understanding of online marketing in the tourism are discussed. In the empirical part, online marketing of the company Sajko turizem d.o.o. is analyzed through Google and Facebook ads, as well as e-mail messages. The research was based on a quantitative analysis of data collected on the Google Ads, Facebook Ads and SqualoMail platforms, with key metrics being click-through rate, conversion rate, cost-per-click and cost-per-conversion. The results of the analysis helped us identify factors that improved the effectiveness of online campaigns, such as switching to SKAG campaigns and usin Target CPA and Maximize Conversions strategies for Google ads. We found that the advertised product is also important, as some tourist destinations are more popular or more suitable for advertising. In email marketing, the number of links in the message, the date and time of sending, as well as the presence of certain elements in the message, such as a call to action, have been shown to be important factors in its effectiveness.  spletno trženje spletno oglaševanje oglaševalska kampanja Google Ads Facebook Ads PPC oglaševanje e-poštno trženje trženje v turizmu online marketing online advertising advertising campaign google ads facebook ads PPC advertising e-mail marketing tourism marketing. true true false [K. Sajko] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-09-04 11:10:32 2024-10-22 15:42:32 2025-01-27 12:39:17 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 077:[659.1+339](043.2) 224034307 MAG_Sajko_Klemen_2024.pdf MAG_Sajko_Klemen_2024.pdf 1 86050A998AB20BBCEA55F63D5F94DCF1 cbb88e419dc328f32e6a37fbd321f756ab871138f3a1e9f0bf55c50c5b17f18a d87b9874-6aaf-11ef-b7ab-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=184360 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0