| Abstract | Tehnologija, sveprisutni internet, brzo širenje informacija, povezanost društvenim mrežama te sve veća informatička pismenost i opća informiranost ljudi, izravno je utjecala na marketinšku komunikaciju, odnosno na marketing općenito. Tradicionalne marketinške tehnike kod kupaca više ne prolaze, jer kupac današnjice je informiraniji, ne može ga se prevariti, on zna što želi i gdje to može dobiti te pametnije odlučuje o kupnji. Kupci danas žele i traže pravu informaciju, informaciju koja će imati najviše smisla za njih, koja će rije šiti njihov problem. Stoga je fokus i pružanje pomoći kupcima u rješavanju njihovih problema nova marketinška realnost. Neke od najosnovnijih strategija ove vrste marketinga su: optimizacija sadržaja za web tra žilice, marketing društvenih mreža, content marketing, email marketing i oglašavanje na tra žilicama. Skraćeno i jednostavno – digitalni marketing jest oglašavanje proizvoda i usluga putem interneta i sve popularniji oblik marketinga danas. Moramo zaboraviti sve što smo naučili o komunikaciji u posljednjih 50 godina. Novi model oglašavanja na internetu ne temelji se na promocijama, nagovaranju i porukama, cilj mu je isporučiti sadržaj u trenutku i na mjestu gdje je zatražen. Za uspjeh je potrebna usredotočenost na kupce i njihove probleme. Ovaj završni rad donosi ključne teorijske spoznaje iz područja digitalnog marketinga, definira i objašnjava njegov pojam, prikazuje specifičnosti, usporedbu s tradicionalnim marketinškim tehnikama te njegove prednosti i nedostatke. Radom je također opisana situacija i trendovi u digitalnom marketingu u svrhu boljeg razumijevanja promjena na aktualnoj marketinškoj sceni. |
| Abstract (english) | Technology, the presence of internet, rapid information expansion, social networks and an all - around increase in computer literacy has changed customer behaviour and directly affected marketing in general. Traditional marketing techniques and invasive marketing communication no longer work on most customers. Modern customers are informed, hard to manipulate, have specific needs and knowledge of where they can get what they desire. Customers want and look for correct information, which will answer their specific requirements, and solve their problems. The current marketing reality is helping the customers solve their problems. Some of the most basic strategies of this type of marketing are: optimization of web search engine, social networks marketing, content marketing, email marketing and search engine advertising. Simplified and easy - Digital Marketing is the advertising of products and services over the internet and the increasingly popular form of marketing today. We must forget everything we learned about communication over the last 50 years. The new online advertising model is not based on promotions and messages, the goal is to deliver the content at the time and place where it is requested. Success requires a focus on customers and their problems. This paper includes key theoretical knowledge about digital marketing, defines it, highlights its specific features, and compares it to traditional marketing techniques while bringing up its positive and negative sides. To better understand the changes that are happening in the world of marketing, the current situation in digital marketing is also explained. |
