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master's thesis
Značaj marketinga sadržaja za distribuciju mobilnih aplikacija
Diplomski rad
2019. urn:nbn:hr:145:356629
Mikić, Iva
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Mikić, I. (2019). Značaj marketinga sadržaja za distribuciju mobilnih aplikacija : Diplomski rad (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:145:356629

Mikić, Iva. "Značaj marketinga sadržaja za distribuciju mobilnih aplikacija : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:356629

Mikić, Iva. "Značaj marketinga sadržaja za distribuciju mobilnih aplikacija : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:356629

Mikić, I. (2019). 'Značaj marketinga sadržaja za distribuciju mobilnih aplikacija : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 18 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:356629

Mikić I. Značaj marketinga sadržaja za distribuciju mobilnih aplikacija : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 April 18] Available at: https://urn.nsk.hr/urn:nbn:hr:145:356629

I. Mikić, "Značaj marketinga sadržaja za distribuciju mobilnih aplikacija : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:356629

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Metadata
TitleZnačaj marketinga sadržaja za distribuciju mobilnih aplikacija : Diplomski rad
Title (english)The importance of content marketing for the distribution of mobile applications : Graduate paper
AuthorIva Mikić
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2019-07-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Porastom korištenja mobilnih telefona u svim sferama života, mobi Ino oglašavanje postaje sve popularnije. Ljudi danas većinu digitalnog sadržaja konzumiraju upravo putem mobilnih uređaja, stoga poduzeća ulažu sve svoje marketinške napore kako bi došli do svoje ciljane skupine na pravi način. Ulaže se u oglase koji će se prikazivati korisnicima dok surfaju po društvenim mrežama, naručuju odjeću, obuću, hranu, razmišljaju o korištenju neke usluge. Ono što je važno pri kreiranju takvih oglasa je sadržaj, stoga postoji cijela jedna grana marketinga koja o tome brine, a to je marketing sadržaja. Jedan od najpopularnijih oblika marketinga sadržaja je definitivno blog, a slijede ga i infografike, webinari, newsletteri, sadržaj na društvenim mrežama te video sadržaj. Kako bi poduzeće još bolje personaliziralo sadržaj i pokazalo potencijalnim i postojećim kupcima i klijentima da im je stalo do njih, sve više njih se odlučuje na razvijanje vlastite mobilne aplikacije. Statistike koje pokazuju da ljudi 90% vremena provedenog na mobilnim uređajima provode u aplikacijama svakako idu u prilog poduzećima koja posjeduje aplikaciju i onima koji o njoj razmišljaju. Međutim, treba imati na umu da nije dovoljno samo izraditi aplikaciju. Potrebno je napraviti ju funkcionalnom, omogućiti korisniku nezaboravno korisničko iskustvo te ga očarati sadržajem kako bi ju on koristio više od jednoga puta, kako ne bi zaboravio na nju i kako ju ne bi deinstalirao. Na tome putu marketingu sadržaja uvelike pomažu SEO i link building.
Abstract (english)
As the usage of mobile phones increases in everyday life, mobile advertising is becoming more and more popular. Today, people consume more digital content through their phones, so companies are investing all of their marketing efforts to get to the target audience the right way. They invest in advertisements which are shown to the customers when they surf socialnetworks, order clothes, food, even when they consider using a service. What' s important about these advertisements is the content, so there is a whole branch of marketing that focuses on that, and it's called content marketing. One of the most popular forms of content marketing are blogs, which are followed by infographics, webinars, newsletters, content on social networks and video content. In order fora company to personalize content and show that they care about their potential and existing clients, many of them decide to develop their own mobile application. Statistics which show that people spend 90% of their time on phones using apps are certainly a positive indicator fora company which has an app. However, it is important to notice that it's not enough to just make an app. The app needs to be functional, it needs to bring an unforgettable user experience and fascinate with content so that they would use it more than once, that they wouldn't forget about it and maybe even deinstall it. SEO and link building are tools that help a lot for the content marketing in that case.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:356629
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originReformatted digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-04-27 12:53:47