Download
PDF 1.68 MB
master's thesis
122   53
Analysis and application of digital marketing in business environment
Marin Ištvanić (2017)
Josip Juraj Strossmayer University of Osijek
Faculty of Electrical Engineering, Computer Science and Information Technology Osijek
Department of Core Courses
Chair of Mathematics, Physics and Mechanical Engineering
Cite this document

Ištvanić, M. (2017). Analiza i primjena digitalnog marketinga u poslovnoj praksi (Master's thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:200:166408

Ištvanić, Marin. "Analiza i primjena digitalnog marketinga u poslovnoj praksi." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Electrical Engineering, Computer Science and Information Technology Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:200:166408

Ištvanić, Marin. "Analiza i primjena digitalnog marketinga u poslovnoj praksi." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Electrical Engineering, Computer Science and Information Technology Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:200:166408

Ištvanić, M. (2017). 'Analiza i primjena digitalnog marketinga u poslovnoj praksi', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Electrical Engineering, Computer Science and Information Technology Osijek, accessed 10 December 2019, https://urn.nsk.hr/urn:nbn:hr:200:166408

Ištvanić M. Analiza i primjena digitalnog marketinga u poslovnoj praksi [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Electrical Engineering, Computer Science and Information Technology Osijek; 2017 [cited 2019 December 10] Available at: https://urn.nsk.hr/urn:nbn:hr:200:166408

M. Ištvanić, "Analiza i primjena digitalnog marketinga u poslovnoj praksi", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Electrical Engineering, Computer Science and Information Technology Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:200:166408

Islandora Bookmark - Please login to use this feature
Metadata
TitleAnaliza i primjena digitalnog marketinga u poslovnoj praksi
Title (english)Analysis and application of digital marketing in business environment
AuthorMarin Ištvanić
MentorDominika Crnjac Milić (mentor)
MentorZdravko Krpić (mentor)
Committee memberDominika Crnjac Milić (predsjednik povjerenstva)
Committee memberMirko Köhler (član povjerenstva)
Committee memberZdravko Krpić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Electrical Engineering, Computer Science and Information Technology Osijek
(Department of Core Courses)
(Chair of Mathematics, Physics and Mechanical Engineering)
Osijek
Defense date and country2017-10-02, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Computing
Information Systems
Abstract
Uz pomoć digitalnog marketinga, koji se odvija na digitalnim platformama, elektronička trgovina i promocija proizvoda postaje sve značajnija i unosnija komponenta u novom digitalnom dobu. Postoji više načina za oglašavanje putem Interneta. Neki od njih su optimizacija tražilica pomoću koje se nastoji besplatno rangirati web stranicu što je moguće više na tražilici. Osim toga, moguće je i plaćeno oglašavanje na tražilicama gdje oglašivači plaćaju samo za klik na oglas. S druge strane, prikazno oglašavanje se većinom bazira na plaćanju oglasa za određen broj pojavljivanja. Zbog činjenice da se, za razliku od marketinga za tražilice, korisnicima prikazuju razni oglasi, a ne samo oni za koje su pokazali interes, učinkovitost takvih oglasa je slabija. No, prepoznavanjem potreba korisnika moguće je prikazati im prilagođene oglase. Osim što omogućavaju redovitu interakciju s korisnicima, društvene mreže omogućuju prikaz oglasa prilagođenoj publici uz pomoć vrlo preciznog ciljanja korisnika. To je jedna je od najvećih prednosti društvenih mreža. Marketing e-poštom sjajan je dodatak navedenim aktivnostima jer izgrađuje vjernost korisnika i jača njihov angažman.
Abstract (english)
With the help of digital marketing, which takes place on digital platforms, electronic commerce and promotion of products is becoming an increasingly important component in the new digital age. There are several ways to advertise on the Internet. Some of them are: search engine optimization that strives to rank the website as higher as possible on the search engine for free. In addition to that, search engine marketing allows advertisers to pay only for click on an ad. On the other hand, display advertising is mostly based on pay-per-impression ads. Since, unlike search engine marketing, different ads are shown to the customer, not just those for which they showed their interest, their performance is weaker. But, by recognizing users’ needs, it is possible to show them customized ads. In addition to providing regular interaction with users, social networks allow showing ads to a specific audience with the help of highly accurate user targeting. This is one of the greatest advantages of social networks. E-mail marketing is a great addition to these activities because it builds loyalty and boosts user engagement.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:200:166408
Study programmeTitle: Graduate University Study Programme in Computer Engineering
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra inženjer/inženjerka računarstva (magistar/magistra inženjer/inženjerka računarstva)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
Created on2017-10-18 12:48:28