| Title | Analiza i primjena digitalnog marketinga u poslovnoj praksi |
| Author | Marin Ištvanić |
| Mentor(s) | Dominika Crnjac Milić (thesis advisor)
Zdravko Krpić (thesis advisor)
|
| 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. |
| Keywords | Search engine optimization search engine marketing display advertising social networking email |
| Parallel title (English) | Analysis and application of digital marketing in business environment |
| Committee Members | Dominika Crnjac Milić (committee chairperson)
Mirko Köhler (committee member)
Zdravko Krpić (committee member)
|
| Granter | Josip Juraj Strossmayer University of Osijek
Faculty of Electrical Engineering, Computer Science and Information Technology Osijek |
| Lower level organizational units | Department of Core Courses
Chair of Mathematics and Physics |
| Place | Osijek |
| State | Croatia |
| Scientific field, discipline, subdiscipline | TECHNICAL SCIENCES
Computing
Information Systems
|
| Study programme type | university |
| Study level | graduate |
| Study programme | Graduate University Study Programme in Computer Engineering |
| Academic title abbreviation | mag.ing.comp. |
| Genre | master's thesis |
| Language | Croatian |
| Defense date | 2017-10-02 |
| Parallel 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. |
| Parallel keywords (Croatian) | Optimizacija za tražilice marketing za tražilice prikazno oglašavanje društvene mreže e-pošta |
| Resource type | text |
| Access condition | Open access |
| Terms of use |  |
| URN:NBN | https://urn.nsk.hr/urn:nbn:hr:200:166408 |
