20.500.12556/DKUM-98687 Uporaba digitalno marketinških orodij pri validaciji podjentiških idej The use of digital marketing tools for validating entrepreneurial ideas Diplomska naloga obravnava uporabo digitalno marketinških orodij pri validaciji podjetniških idej. Izhodišče dela je ugotovitev, da veliko podjetniških idej ne uspe že v zgodnjih fazah razvoja, pogosto zaradi pomanjkljivega ali prepoznega preverjanja dejanskega interesa trga. Tradicionalne metode validacije, kot so ankete in fokusne skupine, so se izkazale za časovno in finančno potratne, medtem ko sodobno digitalno okolje nudi hitrejše, cenejše in bolj merljive alternative. V teoretičnem delu opredelimo pojma podjetniške ideje in validacije ter predstavimo lean startup pristop in koncept minimalnega vitalnega produkta (MVP). Nadalje analiziramo ključna digitalno marketinška orodja, ki se uporabljajo pri validaciji: landing page-e, plačano digitalno oglaševanje prek platform Google Ads in Meta Ads, A/B testiranje, spletno analitiko, SEO in SEM ter sisteme e-poštnih čakalnih vrst. Empirični del temelji na metodi študije primera in primerjalni analizi štirih podjetij: Buffer, Dropbox, GrowthMentor in Kettle & Fire, ki so z različnimi kombinacijami digitalnih orodij uspešno preverila tržno povpraševanje pred polnim lansiranjem. Ugotavljamo, da nobeno posamezno orodje ne zadostuje samo zase, temveč je najučinkovitejša kombinacija komplementarnih pristopov, ki skupaj tvorijo strukturiran validacijski proces. Na podlagi ugotovitev oblikujemo praktična priporočila za podjetnike, ki želijo zmanjšati tveganje neuspeha z uporabo digitalnih kanalov v zgodnji fazi razvoja. This thesis examines the use of digital marketing tools for validating entrepreneurial ideas. The starting point is the observation that a large number of entrepreneurial ideas fail at an early stage, primarily due to insufficient or delayed verification of actual market demand. Traditional validation methods such as surveys and focus groups have proven to be both time-consuming and financially burdensome, whereas the contemporary digital environment offers faster, more cost-effective, and more measurable alternatives. The theoretical section defines the concepts of entrepreneurial ideas and validation, and presents the lean startup approach alongside the concept of the minimum viable product (MVP). Key digital marketing tools used in the validation process are then analysed, including landing pages, paid digital advertising through Google Ads and Meta Ads, A/B testing, web analytics, SEO and SEM, and email waitlist systems. The empirical section is based on a case study method and comparative analysis of four companies: Buffer, Dropbox, GrowthMentor, and Kettle & Fire, each of which successfully assessed market demand prior to full product launch through various combinations of digital tools. The findings indicate that no single tool is sufficient on its own; rather, the most effective approach involves a combination of complementary methods forming a structured validation process. Based on these findings, practical recommendations are formulated for entrepreneurs seeking to reduce the risk of failure by employing digital channels in the early stages of venture development. validacija podjetniških idej digitalni marketing landing page A/B testiranje lean startup MVP Google Ads Meta Ads entrepreneurial idea validation digital marketing landing page A/B testing lean startup MVP Google Ads Meta Ads true true false J. Rajh] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-07-01 09:13:16 2026-09-17 08:46:17 2026-09-18 03:09:54 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.2:339.13 291367171 VS_Rajh_Jan_2026.pdf VS_Rajh_Jan_2026.pdf 1 4400C1A077A6F5E0FC004C0EDEBD5AB7 ac1d1ed63ace7d01b37162a934df244fa56d3d7a66f14aa8a584780343290144 c3e12094-aac1-11f1-ba3a-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=211778 Ekonomsko-poslovna fakulteta 0 0 0