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undergraduate thesis
TRENDOVI DIGITALNOG MARKETINGA
Završni rad
2021. urn:nbn:hr:145:407406
Vidović, Nina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Vidović, N. (2021). TRENDOVI DIGITALNOG MARKETINGA : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:407406

Vidović, Nina. "TRENDOVI DIGITALNOG MARKETINGA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:407406

Vidović, Nina. "TRENDOVI DIGITALNOG MARKETINGA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:407406

Vidović, N. (2021). 'TRENDOVI DIGITALNOG MARKETINGA : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 05 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:407406

Vidović N. TRENDOVI DIGITALNOG MARKETINGA : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2025 April 05] Available at: https://urn.nsk.hr/urn:nbn:hr:145:407406

N. Vidović, "TRENDOVI DIGITALNOG MARKETINGA : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:407406

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Metadata
TitleTRENDOVI DIGITALNOG MARKETINGA : Završni rad
Title (english)DIGITAL MARKETING TRENDS : Final paper
AuthorNina Vidović
MentorAntun Biloš (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Današnji ubrzan razvoj tehnologije i mogućnosti koje pruža internet prilično je teško pratiti. Osim u privatnim životima svakoga korisnika, značajne promjene javljaju se u suvremenom poslovanju i njegovim marketinškim aktivnostima što u konačnici vodi do razvoja specifične vrste marketinga pod nazivom digitalni marketing. Prisutnost na internetu ključna je za svako poslovanje jer bi suprotno tome bili u zaostatku spram konkurenata. Cilj prisutnosti na internetu nije samo biti prisutan,... More nego maksimalno iskoristiti mogućnosti koje pruža. Korištenje interneta i internetskih alata poduzećima omogućava jednostavnije praćenje navika i ponašanja potrošača, usmjeravanje ka ciljanim skupinama te u konačnici efikasno zadovoljenje njihovih potreba. Iz perspektive potrošača stvara im se mogućnost jednostavnog uspoređivanja cijene i kvalitete, informiranja o proizvodu temeljem recenzija na društvenim mrežama te je omogućena učinkovita i ubrzana komunikacija s poslovnim subjektom. Suvremeni trendovi koji pridonose ostvarenju tih ciljeva odnose se na sveprisutne društvene mreže, uporabu pametnih telefona, alate za povećanje pozicioniranost na tražilicama, kreiranje kvalitetnog sadržaja te uporaba utjecajnih osoba za izgradnju odnosa marke i potrošača. Prisutne su i novije tehnologije poput umjetne inteligencije, virtualne i proširene stvarnosti te internet stvari koje se osim za primjenu u marketingu aktivno koriste za zabavu. Kako bi u konačnici utrošeni marketinški napori bili isplativi temeljem prikupljenih podataka potrebno je mjeriti učinkovitost i djelotvornost digitalnog marketinga. Less
Abstract (english)
Today’s accelerated development of technology and the opportunities provided by the internet are quite difficult to follow. Correspondingly to the/In addition to the private life of each user, significant changes occur in modern business and its marketing activities, which sequentially lead to the development of a specific type of marketing called digital marketing. Being interactive online is the key to any business. Contrarily they would be lagging behind competitors. The goal of an... More online presence is not just to be present, but to get the most out of the opportunities it provides. The use of the Internet and internet tools enables companies to monitor the habits and behaviors of consumers more easily, select target groups, and ultimately efficiently meet their needs. From the consumer's perspective, they are given the opportunity to effortlessly compare price and quality, familiarize themselves with the product based on reviews on social networks, and enable adequate and accelerated communication with the business entity. Modern trends that contribute to the achievement of these goals relate to ubiquitous/prevalent social networks, the use of smartphones, tools to increase search engine positioning, creating quality content, and the use of influential people to build relationships between brands and consumers. There are also newer technologies such as artificial intelligence, virtual and augmented reality, and the Internet of Things, which, aside from being used in marketing, are actively used for entertainment. In order to ultimately make the marketing efforts spent worthwhile based on the data collected, it is necessary to measure the efficiency and effectiveness of digital marketing. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:407406
Study programmeTitle: Business Informatics
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-05-26 13:05:50
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