20.500.12556/DKUM-92249 Strategija digitalnega marketinga za podjetje Dokk Digital marketing strategy for company Dokk Načini oglaševanja se spreminjajo iz dneva v dan spreminjajo in če želimo ohraniti konkurenčnost moramo slediti trendom na trgu, zato je pomembno, da v podjetju prepoznamo in opredelimo ciljne stranke ter se osredotočimo na le te. V diplomskem delu smo analizirali katere kanale oglaševanja poznamo ter kako se lotimo uspešne digitalne marketinške strategije. Za primer smo izbrali podjetje Dokk, prilagojene rešitve, Marin Štefanec s.p. V diplomskem delu smo predstavili, s čim se podjetje ukvarja in kako bi lahko ustvarilo uspešnejši marketing na družbenih omrežjih. Predstavili smo tudi SWOT analizo podjetja in kakšen je idealni odjemalec tega podjetja. Raziskovali smo tudi prepoznavnost obstoječega podjetja, kar smo storili s pomočjo ankete. Rezultati so pokazali da večina anketirancev podetja ne pozna, kar je posledica pomanjkljivega digitalnega marketinga podjetja na slovenskem trgu. Pripravili smo hkrati dvotedenski načrt planiranih objav na družbenem omrežju Instagram, da bi s tem preverili ali bo podjetje pridobilo morebitne odjemalce in sledilce. Na podlagi analize kampanje je bilo ugotovljeno, da bi za uspeh potrebovali večja finančna sredstva za oglaševanje ter daljše časovno obdobje kampanje. The methods of advertising change from day to day, and if we want to remain competitive, we must follow market trends, so it is important to identify and define target customers in the company and focus only on them. In the diploma work, we analyzed which advertising channels we know and how to start a successful digital marketing strategy. As an example, we chose the company Dokk, adapted solutions, Marin Štefanec s.p., In the thesis, we presented what the company does and how it could create more successful marketing on social networks. We also presented a SWOT analysis of the company and what the ideal customer of this company is. We also researched the visibility of the existing company, which we did using a survey. The results showed that the majority of respondents do not know the company, which is the result of the company's deficient digital marketing on the Slovenian market. At the same time, we prepared a two-week schedule of planned posts on the Instagram social network, in order to check whether the company will acquire potential clients and followers. Based on the analysis of the campaign, it was determined that for success, larger financial resources for advertising and a longer period of time for the campaign would be needed. digitalni marketing ergonomska oprema marketinška strategija kanali oglaševanja ciljne stranke družbena omrežja digital marketing ergonomic equipment marketing strategy advertising channels target customers social networks true true false L. Švarc Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-03-24 17:04:31 2025-04-24 13:59:14 2025-04-25 03:07:10 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:004.738.5 234178307 UN_Svarc_Laura_2025.pdf UN_Svarc_Laura_2025.pdf 1 F3119B96A609607A1F6BA067BFC59597 f0f0e7678faebd715c1116a0c79444e8b93c21178416e1661d61c8d5afa1ec11 d4f4435b-1fba-11f0-8ac1-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=190453 Ekonomsko-poslovna fakulteta 0 0 0