POMEN GRAJENJA ODNOSOV S (POTENCIALNIMI) STRANKAMI V OKOLJU DIGITALNEGA MARKETINGA

Pintar, Ana (avtor), Jukić, Tina (mentor)

Z razvojem nove tehnologije so se pojavile številne nove možnosti oglaševanja in prodaje, zaradi poplave informacij pa se je konkretno spremenilo razmišljanje potrošnika, zato sem v diplomskem delu želela raziskati, kako lahko z učinkovito komunikacijsko strategijo, s pravimi marketinškimi prijemi in orodji v okolju digitalnega marketinga pozitivno vplivamo na obseg prodaje. Diplomsko delo je sestavljeno iz teoretičnega in empiričnega dela. V teoretičnem delu sta konkretneje predstavljena področja e-mail in vsebinskega marketinga, prav tako so predstavljeni tudi ključni pojmi, povezani s to temo. Empirični del temelji na realni e-mail marketing kampanji, s konkretnimi kontakti izbrane organizacije. Prvi del analize je pokazal, da grajanje in ohranjanje odnosov s (potencialnimi) strankami pozitivno vpliva na obseg prodaje. To v praksi pomeni, da z ustrezno komunikacijo, ravno pravšnjo frekvenco in relevantno vsebino pri stranki vzbudimo zaupanje, ki je ključni element pri nakupni odločitvi. Z drugim delom analize sem dokazala, da so potrošniki bolj nagnjeni k nakupu, če jim ponudimo vsebino z dodano vrednostjo, kot če prejmejo neposreden promocijski popust. Rezultati raziskave so uporabni za sleherno organizacijo, ki se (ali se bo) poslužuje e-poštnega marketinga. Uporabijo se lahko pri strateških odločitvah marketinga ob vzpostavitvi novih komunikacijskih standardov in vpeljavi oz. izboljšavi procesov, vezanih na grajenje in ohranjanje odnosa s (potencialnimi) strankami.

• Jezik: Slovenski jezik
• Ključne besede: digitalni marketing, e-mail marketing, vsebinski marketing, grajenje odnosov s strankami
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: FU - Fakulteta za upravo
• Leto izida: 2018
• PID: 20.500.12556/RUL-101316
• Datum objave v RUL: 28.05.2018

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: THE IMPORTANCE OF LEAD NURTURING IN THE DIGITAL MARKETING ENVIRONMENT

Izvleček

Since technology development has enabled us so many new advertising and sales opportunities, but at the same time changed consumer's thinking, my main goal was to research how the usage of an effective communication strategy, combined with right marketing approaches and tools in a digital environment can benefit in order to get positive impact on the sales volume. The diploma is consisted of theoretical and empirical work. In theoretical part are more precisely presented field of e-mail marketing and content marketing, as well as the basic concepts related to this topic. The empirical part is based on a real e-mail marketing campaign with actual contacts of chosen organization. The first part of analysis showed that lead nurturing with potencial client does have positive impact on the volume of sales. In practice this means that with appropriate communication, just proper frequency and relevant content we achieve client's trust which is the key element in buying decision. With second part of the analysis I have proved that consumers are more open for buying if we offer them added-value content event if they receive a direct promotional discount. The research has revealed to be very useful because of it's applicability in just every company. These results, combined with data interpretation can be used in strategic marketing decisions when establishing new communication standards and launching or improving processes related to lead nurturing with potential clients.

• Ključne besede: digital marketing, e-mail marketing, content marketing, lead nurturing