Uvajanje digitalnega marketinga v start up podjetje starta d.o.o.

Krček, Tiana

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Title:	Uvajanje digitalnega marketinga v start up podjetje starta d.o.o.
Authors:	ID Krček, Tiana (Author) ID Sternad Zabukovšek, Simona (Mentor) More about this mentor...
Files:	MAG_Krcek_Tiana_2017.pdf (3,38 MB) MD5: 391CFA94C5F6924C224EBE70DFDC82D7
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Vsako podjetje se zaveda pomembnosti trženja in marketinga. V današnjem trendu razvoja interneta in načina razmišljanja uporabnikov ter medijev, ki jih uporabljajo v vsakdanjem življenju, podjetja vsak dan bolj ugotavljajo pomembnost svoje prisotnosti v digitalnih medijih. Tradicionalni marketing se več ne obese tako, kot se je prej. Treba je imeti nov pristop in se prilagajati trendu. Veliko podjetij je že popolnoma implementiralo digitalni marketing, določena so v postopku implementacije. V magistrski nalogi smo do podrobnosti predstavili razsežnosti digitalnega marketinga na splošno: vse, kar podjetje, neodvisno od svoje velikosti, načina poslovanja in izdelka, lahko naredi, da bi doseglo maksimalne rezultate na digitalnem trgu. V nadaljevanju magistrske naloge smo sledili postavljenim hipotezam in predvidevali, da se digitalni marketing razlikuje glede na tip podjetja, razvojno fazo, v kateri podjetje je, in velikost ter karakteristike izdelka in storitev, ki jo podjetje ponuja. Osredotočili smo se na specifičen, na trgu relativno nov tip poslovanja podjetja, start-up podjetje, ki ponuja specifično in trgu neznano storitev. Z raziskovanjem dostopne literature smo prišli do zelo inovativnega pristopa za uvajanje digitalnega marketinga, primernega prav za start-up podjetja, metodologije growth hacking. Predstavili smo vse njene faze, dejavnosti in taktike, ki jih podjetje lahko izvaja v cilju doseganja čim boljših rezultatov prodaje, ter primere dobre prakse. Da bi raziskavo še bolj ozko opredelili, smo izbrali start-up podjetje Starta d.o.o. Najprej smo predstavili specifičnosti start-up podjetij na splošno, potem pa delovanje podjetja Starta d.o.o. Na osnovi specifičnosti storitve, ki jo podjetje ponuja, in razvojne faze, v kateri podjetje trenutno je, ter stanja v podjetju smo skupaj s preostalo ekipo prišli do zaključka, da je metodologija growth hacking primerna. V zaključnem delu magistrske naloge smo predstavili, kako se metodologija growth hacking implementira v podjetje Starta d.o.o. Bistvenega pomena za magistrsko nalogo in za vse, ki se ukvarjajo z digitalnim marketingom in digitalnim marketingom za start-up podjetja, je predstavljanje prilagajanja implementacije digitalnega marketinga specifičnemu načinu poslovanja in specifičnemu izdelku na primeru podjetja Starta d.o.o. V magistrski nalogi so navedeni razlogi za uvajanje vsake posamezne faze in dejavnosti.
Keywords:	digitalni marketing, growth hacking, start-up podjetja, razsežnosti digitalnega marketinga, uvajanje digitalnega marketinga, kanali prodaje, viralni promet
Place of publishing:	Maribor
Publisher:	[T. Krček]
Year of publishing:	2017
PID:	20.500.12556/DKUM-65234
UDC:	339.138
COBISS.SI-ID:	12739868
NUK URN:	URN:SI:UM:DK:PIIFHYT3
Publication date in DKUM:	24.05.2017
Views:	2281
Downloads:	393
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Implementation of digital marketing in start up starta d.o.o.
Abstract:	Every company recognizes the importance of marketing. Following current trends of internet development, users’ way of thinking, and the media used in everyday life, companies increasingly ascertain the importance of being present in digital media. Traditional marketing is no longer as effective as it used to be. A new approach and the ability to adapt to the new trend are necessary. Many companies have already completely implemented digital marketing; some are still in the process of doing so. In this master’s thesis, we presented in detail the dimensions of digital marketing in general: everything that a company, regardless of its size, the way it conducts business, or its product, can do to achieve the best results in the digital market.Further in the master’s thesis, we followed our hypotheses and predicted that digital marketing varies according to the type of business, developmental phase the company is in, size, and characteristics of the product and service that the company offers. We focused on a specific and relatively new type of business enterprise, a start-up company that offers a specific service that is new to the market. By studying the available literature, we came up with a very innovative approach for the introduction of digital marketing, that is also suitable for start-up companies – growth hacking methodology. We described all of the phases, activities and tactics which the company can carry out to achieve the best possible results in sales, as well as examples of good practice. In order to further narrow the study, we chose a start-up company Starta d.o.o. We described the specificity of start-up companies in general, and then the operation of Starta d.o.o. Based on the specificity of the service that the company offers, the company’s current development phase, and the status of the company, together with the rest of the team we came to the conclusion that the methodology of growth hacking is appropriate. In the final part of the master’s thesis, we described how to implement the growth hacking methodology in Starta d.o.o. The key contribution to the master's thesis and for everyone who works in the field of digital marketing and digital marketing for start-up companies is the description of how to adapt the implementation of digital marketing to a specific mode of operation and the specific product in the case study of Starta d.o.o. The master's thesis gives the reasons for the introduction of each phase and activity.
Keywords:	digital marketing, growth hacking, start-up enterprises, digital marketing dimensions, introduction of digital marketing, sales channels, viral traffic

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