Nasveti kot pomoč pri prodaji v digitalnem marketingu: analiza primera

Plečko, Janja

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Title:	Nasveti kot pomoč pri prodaji v digitalnem marketingu: analiza primera
Authors:	ID Plečko, Janja (Author) ID Perko, Igor (Mentor) More about this mentor...
Files:	UN_Plecko_Janja_2019.pdf (1,37 MB) MD5: 599296B3AA287C6AB612500EAF9481F3 PID: 20.500.12556/dkum/58cd9360-78fb-40a5-8bd5-542b7a85cb32
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	S pojmom digitalni marketing se danes srečujemo vse več in je eden najpomembnejših faktorjev uspeha vsakega podjetja. Prednosti digitalnega marketinga danes izkoriščajo v skoraj vseh podjetjih, ne glede na njihovo velikost ali lokacijo. Danes ni več vprašanje, digitalni marketing ja ali ne, temveč predstavlja nujno sredstvo, ki ga vsako podjetje potrebuje za svoje poslovanje. Sodobna tehnologija je odprla vrata novim prodajnim potem in oglaševalskim kanalom, sodobnega kupca, ki je vpet v digitalni svet, je potrebno nagovoriti drugače, drugačen pa je tudi način analize rezultatov trženja. V nalogi bom predstavila sam pojem digitalni marketing in njegovo zgodovino oz. razvoj, razliko med spletnim in digitalnim marketingom. Predstavila bom kanale digitalnega marketinga. To so optimizacija za iskalnike (SEO), Content (Vsebinski) marketing, Inbound Marketing (Vhodni marketing), Marketing na družabnih omrežjih (SMM – Social Media Marketing) in Iskalni marketing (SEM – Search Engine Marketing). Srečali se bomo s strategijami marketinga in z orodji za merjenje uspešnosti digitalnega marketinga. Predstavila bom tudi pojem družabni mediji in njihove koristi za podjetja ter ključne medije za tržno komuniciranje. Med te spadajo spletno mesto podjetja, Facebook, Youtube in Instagram. V diplomski nalogi je podrobneje analiziran digitalni marketing na primeru podjetja Flegis d.o.o.
Keywords:	digitalni marketing, družabni mediji, kanali digitalnega marketinga, tržno komuniciranje, strategije marketinga
Place of publishing:	Maribor
Publisher:	[J. Plečko]
Year of publishing:	2019
PID:	20.500.12556/DKUM-74868
UDC:	658.8
COBISS.SI-ID:	13515036
NUK URN:	URN:SI:UM:DK:U5UHLNHI
Publication date in DKUM:	17.12.2019
Views:	1938
Downloads:	212
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	10.09.2019

Secondary language

Language:	English
Title:	Advice as sales support in digital marketing: a case analysis
Abstract:	The term digital marketing being is increasingly being used and is considered to be one of the most important success factors for any business. Today, virtually all businesses, regardless of size or location, are taking advantage of digital marketing. Digital marketing is an essential business tool in a successful company. Modern technology has opened the door to new sales channels and advertising channels, and the modern digital-savvy buyer needs to be addressed differently, and the way marketing results are analyzed ha also changed significantly. In the assignment, I introduced the concept of digital marketing and its history, development and the difference between online and digital marketing. I examined digital marketing channels, for instance: Search Engine Optimization (SEO), Content Marketing, Inbound Marketing, Social Media Marketing (SMM) and Search Engine Marketing (SEM). In the following, I disclosed marketing strategies and tools for measuring digital marketing performance. Additionally, I introduced the concept of social media and its benefits to businesses and key media for marketing communication. These include the company’s website, Facebook, Youtube and Instagram. The effects of three marketing strategies were analyzed: The advices, the prize competitions and videos in the social media channels of digital marketing in the case of Flegis d. o. o. We could identify positive results in all three approaches comparing to regular digital marketing strategies.
Keywords:	digital marketing, social media, digital marketing channels, marketing communication, marketing strategies

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