OVREDNOTENJE UPORABE DIGITALNEGA MARKETINGA V IZBRANEM PODJETJU

TODOROVA, ANDREA (author), Jukić, Tina (mentor)

Digitalne tehnologije imajo močan vpliv na podjetja in njihovo poslovanje. Podjetniki in oglaševalci na splošno uporabljajo digitalne tehnologije kot orodje za promoviranje znamke ter oglaševanje različnih ponudb izdelkov in storitev. V diplomskem delu so opisane značilnosti izbranih digitalnih kanalov in področij, prav tako je raziskana in ovrednotena uporaba le-teh v izbranem podjetju. Za opredelitev ključnih pojmov je uporabljena metoda deskripcije, za povzemanje spoznanj drugih avtorjev pa metoda kompilacije. S pomočjo študije primera je predstavljena uporaba digitalnega marketinga v izbranem podjetju. Za namen analize ključnih besed in preverjanje optimizacije spletišča izbranega podjetja sta uporabljeni orodji KWFinder in SEO Site Checkup. V okviru analize je bilo ugotovljeno, da podjetje zadostno izkorišča prednosti e-poštnega marketinga, vendar obstajajo pomanjkljivosti na drugih področjih, na primer pri optimizaciji spletišča. Podjetje načrtuje izdelavo spletne trgovine in obrazca za pošiljanje povpraševanja, po vzpostavitvi katerih bo začelo še Google AdWords kampanje. Prav tako je že začelo postopek izdelave lastne mobilne aplikacije. Ugotovljeno je bilo, da je izbrano podjetje načeloma na začetku uvedbe digitalnega marketinga in je pred njim še veliko dela in prostora za izboljšave. Rezultati raziskave diplomskega dela lahko podjetju koristijo za boljšo predstavo o trenutnem stanju na področju digitalnega marketinga ter so podlaga za nadaljnjo uporabo digitalnih marketinških kanalov in morebitne izboljšave. Prav tako je lahko diplomsko delo v pomoč tistim, ki se zanimajo za uvajanje digitalnega marketinga v svojih podjetjih, ter jim koristi kot vodilo skozi celotni proces.

• Language: Slovenian
• Keywords: digitalni marketing, kanali digitalnega marketinga, strategija digitalnega marketinga, optimizacija, analitika
• Work type: Bachelor thesis/paper
• Organization: FU - Faculty of Administration
• Year: 2018
• PID: 20.500.12556/RUL-103764
• Publication date in RUL: 25.09.2018

Secondary language

• Language: English
• Title: EVALUATION OF THE USAGE OF THE DIGITAL MARKETING IN THE SELECTED ORGANIZATION

Abstract

The digital landscape has a strong impact on businesses. Digital technologies are used as a tool for brand promotion in addition to product or service advertisements. The characteristics of some digital marketing channels and fields as well as their usage in the selected organization are defined in this thesis. The descriptive research method and the method of compilation are used to define key concepts and recapitulate other authors' findings. The usage of digital marketing in the selected organization is introduced using the case study research method. The web tools KWFinder and SEO Site Checkup were used to analyze potential keywords and test the SEO of the organization’s website. A substantial use of e-mail marketing by the selected organization was established, however there were some insufficiencies in other digital marketing fields. The organization plans to add new features to the website, such as an online store and a form for enquiries, following with Google AdWords campaigns and mobile application development. It was determined that the organization is in the early phases of integration of digital marketing and that there is still a lot of work ahead of them. The results of the research can be used to provide a better representation of the current position of the selected organization in the area of digital marketing. They can also prove useful as groundwork for the further usage of digital marketing in the selected organization and the improvements to be made. The thesis can be of use to organizations that are interested in the implementation of digital marketing and can be used as a guide throughout the process.

• Keywords: digital marketing, digital marketing channels, digital marketing strategy, optimization, analytics