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master's thesis
Personalizacija multimedije kao osnovica suvremenog marketinga: e-mail marketing
2018. urn:nbn:hr:145:194794
Barišić, Josip
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Barišić, J. (2018). Personalizacija multimedije kao osnovica suvremenog marketinga: e-mail marketing (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:194794

Barišić, Josip. "Personalizacija multimedije kao osnovica suvremenog marketinga: e-mail marketing." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:194794

Barišić, Josip. "Personalizacija multimedije kao osnovica suvremenog marketinga: e-mail marketing." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:194794

Barišić, J. (2018). 'Personalizacija multimedije kao osnovica suvremenog marketinga: e-mail marketing', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 10 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:194794

Barišić J. Personalizacija multimedije kao osnovica suvremenog marketinga: e-mail marketing [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2024 December 10] Available at: https://urn.nsk.hr/urn:nbn:hr:145:194794

J. Barišić, "Personalizacija multimedije kao osnovica suvremenog marketinga: e-mail marketing", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:194794

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Metadata
TitlePersonalizacija multimedije kao osnovica suvremenog marketinga: e-mail marketing
Title (english)Personalization of multimedia as the basis of contemporary marketing: E-mail marketing
AuthorJosip Barišić
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberBranko Matić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom diplomskom radu se istražuje utjecaj personalizacije multimedije u e-mail marketingu. E-mail marketing je već nekoliko puta proglašavan mrtvim, ali stvarnost je sasvim suprotna. E-mail se koristi sve više i više, e-mail računa je sve više i prognoze su kako će se te brojke samo povećavati. U radu se iznose dokazi kako je e-mail jedan od najuspješnijih vrsta e-marketinga što se tiče povrata uloženih sredstava (ROI). Nisu mu blizu ni mobilni marketing, tražilice ni socijalni. Posebno kada se upotrijebe svi dostupni osobni podaci korisnika i na temelju njih se stvori totalno personalizirana kampanja za svakog pojedinog člana e-mail liste. Pravilna segmentacija i personalizacija povećavaju sve metričke podatke koji se koriste u e-mail-u. Upotrebom samo imena korisnika povećava se open rate, upotrebom personaliziranih multimedijalnih elemenata u tijelu e-mail-a povećava se CTR. Zanimljivo je iako postoje iznimni dokazi korisnosti personalizacije, kako ih svi e-mail servisi još ne koriste u punom volumenu. Svi vodeći stručnjaci e-mail marketinga se slažu kako za email marketing postoji budućnost. Naravno stalno se pojavljuju nove tehnologije i potrebno se neprestano prilagođavati novo stvorenim uvjetima. Najbitniji zahtjev će biti daljnja borba protiv spam-a, kako korisnici ne bi konstantno imali zagušene pretince i kako baš spam ne bi uništio i sam e-mail marketing. Korisnici se moraju slušati i budućnost će biti zagarantirana.
Abstract (english)
This graduate paper examines the influence of personalization of multimedia in email marketing. Email marketing has been proclaimed dead several times, but reality is quite the opposite. Email is used more and more, e-mail accounts are growing and forecasts are that these numbers will only increase. This paper presents evidence that email marketing is one of the most successful types of e-marketing with regard to return on investment (ROI). Mobile marketing, search engine marketing and social marketing are not even close to email. Especially when all available personal information is used and based on them, a totally personalized campaign is created for each member of the e-mail list. Proper segmentation and personalization increases all the metric data used in the email. Using only user names, open rate increases, using personalized multimedia elements in the email body increases CTR. Interesting though, there are exceptional testimonies of personalization benefits, but still all Email Services are not using it in full volume. All leading email marketing experts agree that there is a future for e-mail marketing. Of course, new technologies are constantly emerging and it is needed to constantly adapt to newly created conditions. The most important requirement will be to further combat against spam, so that users would not have constant congested inboxes and how spam would not destroy email marketing itself. The wishes of the users must be heard and the future will be guaranteed.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:194794
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-01-11 13:07:29