Analiza spletnega trženja v podjetju Pomurski sejem d.o.o.

Maučec, Maša

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Title:	Analiza spletnega trženja v podjetju Pomurski sejem d.o.o.
Authors:	ID Maučec, Maša (Author) ID Korez Vide, Romana (Mentor) More about this mentor...
Files:	UN_Maucec_Masa_2023.pdf (1,28 MB) MD5: E54F67949B6046B5536F5816BF20CE5C
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Z razvojem tehnologije so podjetja bila primorana spremeniti njihovo trženje. S tem so preoblikovala strategije trženja in se vedno manj osredotočala na tradicionalne oblike trženja, medtem ko je spletno trženje postalo trend in nuja za njihov obstoj. Podjetja zaradi hitrih tehnoloških sprememb pogosto ne izkoristijo vseh priložnosti na področju spletnega trženja, zato smo v diplomskem delu obravnavali spletno trženje na primeru podjetja Pomurski sejem, d.o.o. Analizirali smo njegove trženjske kanale in orodja za posamični trženjski kanal, ki ga podjetje uporablja. V teoretičnem delu diplomskega dela opredeljujemo digitalno trženje in navajamo razlike v primerjavi s spletnim trženjem. Poudarjamo pomembnost prilagoditve aktivnosti spletnega trženja kulturi tujega trga. V empiričnem delu smo ugotavljali in analizirali ključne trženjske kanale in orodja, ki jih uporabljajo v podjetju Pomurski sejem. Ugotovili smo, da je njihovo spletno trženje že razvito, vendar na tem področju še vedno obstajajo neizkoriščene priložnosti podjetja. Strategijo spletnega trženja imajo opredeljeno, vendar ji pogosto ne sledijo na podlagi določenega cilja in je nimajo podrobneje razčlenjene za vsa področja. Z analitičnimi orodji se osredotočajo predvsem na njihov najbolj tradicionalni sejem AGRA. Podjetju predlagamo konsistentno objavljanje vsebine na družbenih omrežjih ter podrobnejšo analizo podatkov z orodji spletnega trženja, ki jih uporabljajo, na osnovi konkretno postavljenih ciljev.
Keywords:	digitalno trženje, spletno trženje, digitalni trženjski kanali in orodja, družbena omrežja, Pomurski sejem.
Place of publishing:	Maribor
Publisher:	M. Maučec
Year of publishing:	2023
PID:	20.500.12556/DKUM-84848
UDC:	339.138:004.738.5
COBISS.SI-ID:	167127555
Publication date in DKUM:	05.10.2023
Views:	609
Downloads:	154
Metadata:
Categories:	EPF
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Licences

License:	CC BY 4.0, Creative Commons Attribution 4.0 International

Link:	http://creativecommons.org/licenses/by/4.0/
Description:	This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:	31.07.2023

Secondary language

Language:	English
Title:	Analysis of the online marketing of company Pomurski sejem d.o.o.
Abstract:	As technology has evolved, companies have been forced to change their marketing. This has transformed their marketing strategies, focusing less and less on traditional forms of marketing, while online marketing has become a trend and a necessity for their existence. Due to the rapid technological changes, companies often do not take advantage of all the opportunities in the field of online marketing, which is why in this thesis we have looked at online marketing in the case of company Pomurski sejem, LLC. We analysed company's marketing channels and the tools, used for each marketing channel. In the theoretical part of the thesis, we define digital marketing and state the differences compared to online marketing. We emphasise the importance of adapting online marketing activities to the culture of the foreign market. In the empirical part we identify and analyse the key marketing channels and tools used by the company Pomurski sejem. We found that their online marketing is already developed, but there are still untapped opportunities for the company in this area. They have an online marketing strategy, but often they do not follow it on the basis of a specific objective and do not have it developed in detail for all areas. With analytical tools, they focus mainly on their most traditional trade fair, AGRA. We suggest that the company consistently posts content on social networks and analyses the data in more detail with used online marketing tools, based on the specific objectives it has set.
Keywords:	digital marketing, online marketing, digital marketing channels and tools, social media, Pomurski sejem.

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