DIGITAL MARKETING IN THE TELECOM INDUSTRY – HT Mostar example
| Autor: | Ornela Leko, Davorka Topić Stipić |
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| Jazyk: | chorvatština |
| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | CroDiM : International Journal of Marketing Science Volume 3 Issue 1 |
| ISSN: | 2584-7236 |
| Popis: | Digitalni se marketing po mnogo čemu razlikuje od tradicionalnog marketinga, a u novije doba ulaganja u digitalni marketing premašuju ulaganja u tradicionalni marketing. Utjecaj društvenih mreža rapidno raste i nadilazi tradicionalne kanale komunikacije. Društvene su mreže postale iznimno važne za uspješno poslovanje. Kompanije mijenjaju svoje organizacijske postavke i poslovanje razvijajući digitalne kanale promocije i podrške s ciljem stjecanja konkurentske prednosti. Među važnijim karakteristikama digitalnog marketinga jest da su kupci konstantno dostupni, a njihova je reakcija promptna. Brz rast korištenja pametnih uređaja mijenja navike korisnika. Stvarna važnost digitalnog poslovanja nije u nastanku novih tehnologija, nego upravo u promjeni ponašanja kupaca. Targetiranje predstavlja jednu od osnovnih prednosti digitalnog oglašavanja i daje mogućnost visoke preciznosti u plasiranju oglasa ciljanoj publici. Korištenje društvenih mreža omogućava mjerenje broja posjetitelja na web stranici, njihovo kretanje, preferencije i navike. Kompanije, koje prepoznaju važnost društvenih mreža, ulažu velike napore u analizi dobivenih podataka za kreiranje taktičkih planova. Cilj je rada prikazati, na primjeru HT Mostar, kretanja i ponašanja korisnika u promotivnoj kampanji putem digitalnog marketinga te utvrditi njegovu važnost u prikupljanju i analizi korisničkih podataka, s ciljem preciznijeg pozicioniranja kompanije i efikasnijeg korištenja digitalnog marketinga. Digital marketing differs in many ways from traditional marketing, and recently investments into digital marketing have exceeded investments into traditional marketing. Influence of social networks rapidly grows and goes beyond traditional communication channels. Social networks have become very important for successful business. Companies change their organization settings and business by developing digital channels of promotion and support with the aim of gaining the competitive advantage. Constant availability of customers and their prompt reaction belong to more important characteristics of digital marketing. Fast growth of using smart devices changes customers’ habits. The real importance of digital business is not in the emergence of new technologies, but in the change of customers’ behavior. Targeting represents one of the basic advantages of digital advertising and gives the opportunity for high precision in placing of advertisements to the target audience. Using of social networks allows measuring the number of visitors to the web site, their movement, preferences and habits. Companies, which recognize the importance of social networks, make great efforts in the analysis of the received data for creating tactical plans. Using the example of HT Mostar, the aim of this paper is to show movements and behavior of users in the promotional campaign through digital marketing and to determine its importance in collecting and analysis of the user data with the aim of more precise positioning of the company and more efficient using of digital marketing. |
| Databáze: | OpenAIRE |
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