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master's thesis
Inbound marketing kao rastući koncept komunikacije s potrošačima
2017. urn:nbn:hr:145:153764
Vuković, Krešimir
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Vuković, K. (2017). Inbound marketing kao rastući koncept komunikacije s potrošačima (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:145:153764

Vuković, Krešimir. "Inbound marketing kao rastući koncept komunikacije s potrošačima." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:153764

Vuković, Krešimir. "Inbound marketing kao rastući koncept komunikacije s potrošačima." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:153764

Vuković, K. (2017). 'Inbound marketing kao rastući koncept komunikacije s potrošačima', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 October 2024, https://urn.nsk.hr/urn:nbn:hr:145:153764

Vuković K. Inbound marketing kao rastući koncept komunikacije s potrošačima [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 October 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:153764

K. Vuković, "Inbound marketing kao rastući koncept komunikacije s potrošačima", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:153764

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Metadata
TitleInbound marketing kao rastući koncept komunikacije s potrošačima
Title (english)INBOUND MARKETING AS A GROWING CONCEPT OF COMMUNICATION WITH CONSUMERS
AuthorKrešimir Vuković
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-09-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Razvojem tehnologije, interneta i društvenih mreža ljudi su razvili nove preferencije u primanju informacija. Zastarjele push metode su postale neučinkovite, ljudi su se prestali javljati na nepoznate brojeve, preskaču reklame, instaliraju softvere koji uklanjaju oglase te žele primati samo informacije i sadržaj koji ih zanima. U tom razvoju svoje mjesto našla je i nova paradigma u marketingu nazvana inbound marketing. Taj pojam osmislio je osnivač Hubspota Brian Halligan još 2006. godine, no do prije par godina inbound marketing je smatran kao strategija za male i srednje tvrtke koje nemaju velike količine financijskih resursa na raspolaganju za ulaganje u marketing. No prednosti inbound marketinga uskoro su svi uvidjeli i prihvatili kao osnovnu strategiju pri kreiranju marketinških kampanja. Inbound marketing se zalaže za pull strategije odnosno nenametljivo oglašavanje i kreiranje sadržaja te traženje prihvaćanja i odobrenja od strane korisnika kako bi im mogli slati sadržaj putem distribucijskih kanala kao što su e-pošta, društvene mreže ili blog. Također želi se ostvariti da publika pretražujući internet sama dođe do tvrtke koja bi im mogla odgovoriti na pitanje, ponuditi proizvod ili uslugu koji ih interesira. Prisutnost na društvenim mrežama postala je nužnost, a samim time i kreiranje kvalitetnog sadržaja, što je srž inbound marketinga na društvenim mrežama. Društvene mreže daju mogućnost komunikacije i povezivanja sa korisnicima na svakodnevnoj bazi kao i dijeljenje sadržaja koji korisnici mogu dijeliti sa svojim prijateljima te tako postati ambasadori branda. Jedna od karakteristika koja je najviše doprinjela masovnom korištenju inbound procesa jest mogućnost vođenja analitike i izračunavanja povrata na investiciju u marketinškoj kampanji što je dosad bio najveći problem u klasičnim marketinškim metodama. Inbound marketing metode su primjenjive jednako i u malim i u velikim organizacijama kao i u neprofitnim i sportskim udrugama. Nisu potrebna značajna financijska sredstava, no svakako da s više resursa ostvarujemo brže i bolje rezultate. Za dobru inbound kampanju je potrebno puno vremena, truda, znanja i odricanja, a zna biti vrlo zahtjevno ako taj zadatak obavlja samo jedna osoba.
Abstract (english)
By developing technology, the internet and social networks, people have developed new preferences in receiving information. Remaining push methods have become ineffective, people have stopped responding to unknown numbers, skipping advertisements, installing software that removes ads and want to receive only the information and content they are interested in. In that development new paradigm called inbound marketing found it’s place. This concept was conceived by Hubspot founder Brian Halligan in 2006, but a few years ago, inbound marketing was considered a strategy for small and mid-sized companies that do not have large amounts of financial resources available for marketing investment. But the benefits of inbound marketing soon became embraced and accepted as a basic strategy in creating marketing campaigns. Inbound marketing is committed to pull strategies rather than compelling advertising and content creation, as well as search for acceptance and approval by users to send content through distribution channels such as emails, social networks, or blogs. It also seeks to ensure that audiences searching the internet are coming to company for answer to their questions or offers for products or services they are interested in. Social networking has become a necessity, and thus the creation of quality content that is the core of inbound marketing on social networks. Social networks provide the ability to communicate and connect with users on a daily basis and share content that users can share with their friends and become brand ambassadors. One of the features that contributed most to the massive use of the inbound process is the ability to conduct analytics and calculate the return on investment in the marketing campaign, which has been the biggest problem in classical marketing methods so far. Inbound marketing methods are applicable equally to both small and large organisations as well as non-profit and sporting associations. Not much financial resources are needed, but with more resources we achieve faster and better results, but for a good inbound campaign it takes a lot of time, effort, knowledge and renunciation and can be very demanding if that task is done by one person.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:153764
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 on2017-10-11 11:14:18