Informacijske rešitve digitalnega marketinga na primeru blagovne znamke moja elektrarna

Oreški, Martina

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Title:	Informacijske rešitve digitalnega marketinga na primeru blagovne znamke moja elektrarna
Authors:	ID Oreški, Martina (Author) ID Sternad Zabukovšek, Simona (Mentor) More about this mentor...
Files:	MAG_Oreski_Martina_2020.pdf (4,03 MB) MD5: 0ACC8AF3EF275E4610F80D97D4B67D74 PID: 20.500.12556/dkum/66d0f00a-2655-4895-898d-1462dcfc424e
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Digitalizacija močno spreminja poslovni svet, kar se odraža tudi v področju marketinga. Dosedanje, bolj tradicionalne oblike marketinškega komuniciranja, kot so televizijski oglasi, radijski oglasi, letaki in oglasni panoji, vztrajno zamenjujejo naprednejše in avtomatizirane oblike digitalnega marketinga. Pod te oblike uvrščamo spletno mesto podjetja ali blagovne znamke, PPC oglaševanja, e-poštni marketing, vsebinski marketing in še več. Tovrstna oblika marketinga podjetju prinaša številne prednosti. Digitalni marketing je stroškovno veliko bolj učinkovit, prinaša višjo stopnjo konverzij, močno pripomore k razvoju blagovne znamke prav tako pa ima veliko večji doseg in olajšano targetiranje ciljne skupine. Hkrati je digitalno komunikacijo mogoče do potankosti personalizirati in prilagoditi, zaradi vpogleda v živo v marketinško statistiko, pa podjetja zlahka naknadno prilagajajo oglase ali pa jih ustavijo, v kolikor je to potrebno. Posledično je tudi veliko olajšano merjenje uspešnosti digitalnega marketinga. Zaradi enostavnega vpogleda v ozadje oglaševanja, lahko podjetja na podlagi številnih elementov (npr. dolžina sej, število obiskovalcev, doseg, prikazi, kliki na oglase, CTR …) hitro ugotovijo, kateri oglasi so uspešni in kateri ne. Le-to je bilo pri tradicionalnem marketingu veliko bolj oteženo, saj so tržniki navadno zelo težko ocenili, koliko ljudi je oglas dejansko videlo in koliko ljudi se je odločilo za nakup nekega izdelka ali storitve prav zaradi oglasa. Merjenje uspešnosti je bilo zato precej oteženo. Magistrsko delo je razdeljeno na teoretičen in praktičen del. Teoretičen del ja razdeljen na pet podpoglavij v katerih smo opredelili digitalni marketing, se osredotočili na njegove prednosti in slabosti, predstavili dejavnike s katerimi merimo uspešnost digitalnega marketinga, posebno pozornost pa smo namenili tudi vsaki posamezni vrsti digitalnega marketinga. V samem praktičnem delu smo se osredotočili na IT rešitve digitalnega marketinga blagovne znamke Moja elektrarna. V pričetku drugega dela smo predstavili podjetje in blagovno znamko Moja elektrarna. Nato smo se lotili prikaza spletnega mesta blagovne znamke in se osredotočili na tehnični vidik, obliko, vsebino, interaktivnost, navigacijo in uporabnost strani. Analizirali smo tudi Facebook oglaševanje podjetja ter Google oglaševanje podjetja ter primerjali uspešnost posameznih objav. Osredotočili smo se še na vsebinski in e-poštni marketing ter podali naše predloge za izboljšave digitalnega marketinga. Na koncu smo na podlagi pridobljenih informacij preverili zastavljene hipoteze.
Keywords:	Digitalni marketing, oglaševanje, spletna stran, Facebook oglaševanje, Google oglaševanje.
Place of publishing:	Maribor
Publisher:	[M. Oreški]
Year of publishing:	2020
PID:	20.500.12556/DKUM-77890
UDC:	004.7
COBISS.SI-ID:	42225411
NUK URN:	URN:SI:UM:DK:VLAGUAF2
Publication date in DKUM:	11.12.2020
Views:	1131
Downloads:	188
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	19.09.2020

Secondary language

Language:	English
Title:	It solutions of digital marketing on the case of the brand moja elektrarna
Abstract:	Digitalization is rapidly changing the business world and that is also reflected in the field of marketing. More and more so-called traditional forms of marketing communication, such as television ads, radio ads, flyers, and billboards, are steadily being replaced by more advanced and automated forms of digital marketing. This type of marketing includes a website, PPC advertising, email marketing, content marketing, and many more. It brings many advantages to the company or the name brand. Digital marketing is much more cost-effective, delivers a higher conversion rate, and contributes greatly to brand development. It also has a much greater reach and makes targeting much easier. At the same time, it can be personalized and customized up to the smallest detail. Due to real-time insights in marketing statistics, companies can easily subsequently adjust ads or stop them if necessary. As a result, it is easier to measure the success of digital marketing. With a simple look at the advertising background, businesses can quickly determine which ads are successful and which are not, based on a number of elements (e.g., session length, number of visitors, reach, impressions, CTR, …). All that was much more difficult in traditional forms of marketing, as marketers usually found it very difficult to estimate, how many people usually saw the ad and how many people chose to buy a product or service precisely because of the ad. Measuring performance was therefore a lot more difficult. The master's thesis is divided into a theoretical and practical part. The theoretical pars are divided into five subchapters in which we define digital marketing, focus on its advantages and disadvantages, present the factors that measure the success of digital marketing, and pay attention to each type of digital marketing. In the practical part, we focused on IT solutions for the digital marketing of the Moja elektrarna brand. In the beginning, we presented the company and brad. Then we focused on the website and looked up the technical aspects of it, the design, content, interactivity, navigation, and usability of the site. We also analyzed Facebook advertising of the company and compared the performance fo individual posts. Then we focused on content and email marketing and finally gave our suggestions for digital marketing improvements. In the end, we tested the set hypotheses on the basis of the obtained information.
Keywords:	Digital marketing, advertising, website, Facebook advertising, Google advertising.

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