20.500.12556/RUL-113714 Strateški učinek vhodnega digitalnega marketinškega komuniciranja diplomsko delo Strategic Impact of Inbound Digital Marketing Communication V diplomskem delu smo se posvetili konceptualizaciji digitalnega marketinškega komuniciranja ter analizi razmerja med vhodnim in izhodnim marketingom. V prvem delu zato naprej spoznamo digitalne kanale in digitalne medijske kanale, nato pa se z razširitvijo koncepta vhodnega marketinga posvetimo njegovim sestavinam. Preko McKinsleyjevega modela zanke razložimo nakupno pot in vedenje potrošnika skozi digitalne kanale. Namen diplomskega dela je bil namreč analizirati strategije vhodnega marketinga, in na podlagi rezultatov kampanj preko elektronske pošte pregledati in primerjati, kako kakovostna vsebina vpliva na odprtje sporočil in odjave od novic ter na dejanski nakup izdelka oziroma storitve. V raziskovalnem delu smo obravnavali strategijo in taktike vhodnega marketinga na izbranih primerih. Uspešno smo analizirali rezultate marketinga elektronske pošte in ugotovili, da ostaja veliko potencialov vhodnega digitalnega marketinga neizkoriščenih, saj se nenehno pojavljajo novi trendi. Vodstva podjetij še ne vidijo prednosti vhodnega marketinga, saj gre za dolgoročno strategijo in rezultati niso vidni takoj. In this diploma thesis we focused on the coneceptualization of digital marketing communication and the analysis of inbound versus outbound marketing relation. Firstly, we therefore take a closer look at digital channels and digital media channels. With a broader understanding of inbound marketing we depict its elements and describe the customers' journey and their behaviour on digital channels with the help of McKinsley's change model. The purpose of the diploma thesis was to analyse different inbound marketing strategies, and then based on e-mail marketing campaigns results review and compare the affect quality content has on the action of opening e-mails and unsubscribing from news, and on the actual purchase of products or services. In the research process we examined the strategy and tactics of inbound marketing with selected cases. We successfully analysed the e-mail marketing campaign results and established there are many resources of inbound digital marketing that remain unexploited, since new trends arise daily. Managament still does not see the benefits of inbound marketing, since it requires a long-term strategy, which means results are not visibile immediately. vhodni marketing digitalni marketing digitalno marketinško komuniciranje digitalni kanali optimizacija organskega iskanja marketing elektronske pošte. inbound marketing digital marketing digital channels organic search (Search Engine Optimization) e-mail marketing true true false [M. Karlovšek] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2020-01-29 07:45:22 2020-01-29 07:45:26 2022-08-26 03:47:07 0000-00-00 00:00:00 2020 0 Ljubljana 0 Ljubljana 76 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:316.77(043.3) 116079 36597085 2927.pdf 2927.pdf 1 590C1C416C6FFBCD6F697109FF9B276C 0ddcdaf602f3816170e8240d8e02a48665f501bb472bbf04c8af9dabddfbea9c 24714aab-a1b8-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=125807 Fakulteta za družbene vede 0 0 0