Inovativni pristopi marketinškega komuniciranja

Švajger, Tjaša

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Title:	Inovativni pristopi marketinškega komuniciranja
Authors:	ID Švajger, Tjaša (Author) ID Milfelner, Borut (Mentor) More about this mentor...
Files:	VS_Svajger_Tjasa_2023.pdf (1,27 MB) MD5: E7B3393BA59F2237B48B0375B59D1C35
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomsko delo z naslovom »Inovativni pristopi marketinškega komuniciranja« je tematsko usmerjeno v preučevanje in uporabo inovativnih pristopov v marketinškem komuniciranju. Za potrebe raziskave so bili izvedeni intervjuji s tremi podjetji: Goodish Agency, iSoftpull in Hemptouch. V teoretičnem delu diplomskega dela so predstavljene osnovne definicije marketinškega komuniciranja, orodja marketinškega komuniciranja in poglobljen pregled digitalnega marketinškega komuniciranja. Poseben poudarek je namenjen inovativnim pristopom in tehnološkim inovacijam v tem kontekstu. Opisane so različne metode in strategije, ki se uporabljajo za dosego učinkovitega marketinškega komuniciranja, kot so uporaba analitičnih metod, optimizacija spletnih iskalnikov (SEO), oglaševanje na družbenih omrežjih in druge. V empiričnem delu diplomskega dela so podrobno predstavljena izbrana podjetja – Goodish Agency, iSoftpull in Hemptouch – in njihovi pristopi k inovativnemu marketinškemu komuniciranju. Skozi intervjuje je bilo ugotovljeno, da vsa tri podjetja uporabljajo digitalno in samo eno od njih klasično marketinško komuniciranje. Uporabljajo inovativne pristope in tehnološke inovacije za doseganje svojih marketinških ciljev. Ugotovitve kažejo, da uporaba inovativnih pristopov in tehnoloških inovacij v marketinškem komuniciranju lahko prispeva k večji učinkovitosti, dosegu ciljnega občinstva ter gradnji močne blagovne znamke. Sodobno poslovno okolje zahteva stalno prilagajanje in iskanje novih načinov komuniciranja z odjemalci, pri čemer inovativni pristopi omogočajo podjetjem konkurenčno prednost in izstopanje na trgu.
Keywords:	marketing, marketinško komuniciranje, inovativni pristopi, orodja, digitalno komuniciranje
Place of publishing:	Maribor
Publisher:	T. Švajger
Year of publishing:	2023
PID:	20.500.12556/DKUM-85028
UDC:	659.3
COBISS.SI-ID:	166983683
Publication date in DKUM:	04.10.2023
Views:	565
Downloads:	124
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:	16.08.2023

Secondary language

Language:	English
Title:	Innovative approaches of marketing communication
Abstract:	The thesis titled "Innovative Approaches to Marketing Communication" is thematically focused on the examination and application of innovative approaches in marketing communication. For the purpose of the research, interviews were conducted with three companies: Goodish Agency, iSoftpull, and Hemptouch. The theoretical part of the thesis presents basic definitions of marketing communication, marketing communication tools, and an in-depth overview of digital marketing communication. Special emphasis is given to innovative approaches and technological innovations in this context. Various methods and strategies used to achieve effective marketing communication are described, such as the use of analytical methods, search engine optimization (SEO), social media advertising, and others. The empirical part of the thesis provides a detailed presentation of the selected companies - Goodish Agency, iSoftpull, and Hemptouch - and their approaches to innovative marketing communication. Through interviews, it was found that all three companies employ digital marketing, and only one of them employs traditional marketing communication. They all utilize innovative approaches and technological innovations to achieve their marketing goals. The findings indicate that the use of innovative approaches and technological innovations in marketing communication can contribute to greater effectiveness, reaching the target audience, and building a strong brand. The modern business environment requires constant adaptation and the exploration of new ways to communicate with consumers, where innovative approaches provide companies with a competitive advantage and differentiation in the market.
Keywords:	marketing, marketing communication, innovative approaches, tools, digital communication

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