20.500.12556/DKUM-95776 Digitalno marketinško komuniciranje podjetja elesprom inženiring d.o.o. in analiza možnosti izboljšav Digital marketing communication of the company elesprom inženiring d.o.o. and analysis of the possibilities for improvement Magistrska naloga obravnava digitalno marketinško komuniciranje podjetja Elesprom Inženiring d.o.o., ki se na trgu sooča z izzivi nizke spletne prepoznavnosti in omejene aktivnosti na družbenih omrežjih. Teoretični del naloge zajema pregled ključnih pojmov digitalnega marketinškega komuniciranja, pomen konkurenčnosti, trende na področju digitalnega marketinškega komuniciranja in dobre prakse. S prikazom kazalnikov uspešnosti lahko tudi vidimo, kako je podjetjem omogočeno merjenje učinkovitosti digitalnih kanalov. Empirični del naloge temelji na kombinaciji treh raziskav. Sestavljen je iz anketne raziskave med obstoječimi in potencialnimi strankami podjetja Elesprom Inženiring d.o.o., intervjuja z vodstvom podjetja ter primerjalne analize konkurence. Rezultati raziskave so pokazali, da podjetje trenutno ne dosega pričakovanj ciljnih uporabnikov na področju digitalnega marketinškega komuniciranja ter da je njihova prepoznavnost na spletu nizka, objave na družbenih omrežjih so redke in nekonsistentne, spletna stran pa ne nudi dovolj informacij za podporo uporabnikom. Respondenti anketne raziskave pripisujejo danes večji pomen digitalnim kot tradicionalnim komunikacijskim kanalom ter izražajo željo po več interaktivnih vsebinah. Intervju z vodstvom je pojasnil odsotnost celostne digitalne strategije, hkrati pa potrdil njihovo pripravljenost na spremembe in razvoj. Analiza konkurence je pokazala, da konkurenčna podjetja prav tako niso v veliki prednosti, kar se tiče digitalnega marketinškega komuniciranja, tako da ima podjetje Elesprom Inženiring d.o.o. priložnost za izboljšave in morebitno konkurenčno prednost. Na podlagi ugotovitev magistrska naloga daje konkretne predloge za izboljšave, med katerimi izstopajo posodobitev in optimizacija spletne strani, okrepitev prisotnosti na družbenih omrežjih in uvedba vsebinskega marketinga. Implementacija podanih predlogov bi podjetju omogočila prehod iz pasivnega v aktivno digitalno marketinško komuniciranje in tako dala možnost za povečanje prepoznavnosti ter dolgoročno prispevala k večji konkurenčnosti na trgu. The master’s thesis addresses the digital marketing communication of the company Elesprom Inženiring d.o.o., which faces challenges of low online visibility and limited activity on social media. The theoretical part of the thesis encompasses an overview of key concepts of digital marketing communication, the importance of competitiveness, trends in the field of digital marketing communication, and best practices. By presenting performance indicators, it is also possible to see how companies can measure the effectiveness of digital channels. The empirical part of the thesis is based on a combination of three studies. It consists of a survey conducted among existing and potential customers of Elesprom Inženiring d.o.o., an interview with the company’s management, and a comparative analysis of competitors. The research results showed that the company currently does not meet the expectations of target users in the field of digital marketing communication, and that its online visibility is low, social media posts are rare and inconsistent, and the website does not provide sufficient information to support users. Respondents of the survey assign greater importance to digital rather than traditional communication channels and express a desire for more interactive content. The interview with management explained the absence of a comprehensive digital strategy, while at the same time confirming their readiness for change and development. The competitive analysis showed that competing companies are also not significantly ahead in terms of digital marketing communication, which means that Elesprom Inženiring d.o.o. has an opportunity for improvements and potential competitive advantage. Based on the findings, the master’s thesis provides concrete suggestions for improvements, among which the most notable are the modernization and optimization of the website, strengthening of social media presence, and the introduction of content marketing. The implementation of the proposed measures would enable the company to transition from passive to active digital marketing communication, thereby increasing visibility and contributing to greater long-term competitiveness in the market. digitalno marketinško komuniciranje družbena omrežja uporabniška izkušnja vsebinski marketing digitalni komunikacijski kanali. digital marketing communication social media user experience content marketing digital communication channels. true true false T. Gorišek] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-10-21 12:44:43 2025-12-03 12:08:35 2025-12-04 03:19:26 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3:004.774 259772931 MAG_Gorisek_Teja_2025.pdf MAG_Gorisek_Teja_2025.pdf 1 F893E698DD64C65062AE8D12DAD208D0 8d8b315ed56f5d9c5185b6fdc3e789eeb9cc4cb5f70b6f25e59b4c2f6025affe 6dfb6455-b988-11f0-98b1-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=200397 Ekonomsko-poslovna fakulteta 0 0 0