Strategije korporativnih blogova kao dio marketinga sadržaja na poslovnom tržištu

master's thesis

• Title (english): Corporate Blog Strategies as a Part of Content Marketing in the Business to Business Market
• Author: Ivana Vnučec
• Mentor: Morana Fudurić (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Poslovno tržište razlikuje se od tržišta krajnje potrošnje jer su njegovi proizvodi i usluge orijentirani drugim poduzećima, a ne krajnjim korisnicima. Marketing sadržaja razlikuje se od tradicionalnog pristupa marketingu jer je usredotočen na interese potrošača te mijenja fokus s prodaje na pomaganje. U ovom radu opisane su karakteristike marketinga poslovnog tržišta, marketinga sadržaja te primjena marketinga sadržaja na poslovnom tržištu. Također je detaljno objašnjen blog, odnosno oblik marketinga sadržaja koji se često koristi na poslovnom tržištu, prednosti i nedostaci bloga te strategije blogova. Kako bi se istražilo kako hrvatska poduzeća poslovnog tržišta primjenjuju blog i koje strategije bloga koriste, provedeno je istraživanje. Za potrebe istraživanja provedena je analiza sadržaja poduzeća poslovnog tržišta iz Deloitteove liste brzorastućih poduzeća.

Rezultati istraživanja pokazali su među ostalim, kako većina poduzeća koja imaju blogove koriste strategiju odozgo prema dolje III, što pokazuje da poduzeća imaju umjerenu razinu kontrole nad objavljenim sadržajem, dok istodobno omogućava zaposlenicima relativnu autonomiju. Rezultati istraživanja pokazuju kako nijedno poduzeće ne koristi strategiju odozdo prema gore odnosno nije stvorilo zajednicu zaposlenika koji nefiltrirano dijele svoja mišljenja vezana uz industriju. Također, nijedno poduzeće ne koristi strategiju odozgo prema dolje I, koja uključuje blogove najvišeg menadžmenta te može biti značajna za personificiranje komuniciranja.

Abstract (english)

The “Business to Business” market differs from the “Business to Customer” market because its products and services are oriented to other businesses instead of end users. Content marketing differs from the traditional approach to marketing because it focuses on the interests of consumers, changing the focus from selling to helping. This paper describes the characteristics of marketing on Business-to-Business market, content marketing and the application of content marketing in the Business-to-Business market. Moreover, this paper explains blog, a form of content marketing that is often used in the Business-to-Business market, the advantages and disadvantages of blogs and blog strategies. In order to investigate how Croatian companies in the B2B market use blogs and which blog strategies they use, a research was conducted. For the purposes of the research, an analysis of the content of business market companies from Deloitte's list of fast-growing companies was carried out. The research results showed, among other things, that most companies that have blogs use the Top-down III strategy, which shows that companies have a moderate level of control over the published content, while at the same time allowing employees relative autonomy.

The research results show that no company uses a bottom-up strategy, that is, it has not created a community of employees who share their unfiltered opinions related to work and industry. Also, no company uses a top down I strategy, which includes top management blogs and can be significant for personalising communication.

• Keywords: poslovno tržište; marketing poslovnog tržišta; marketing sadržaj; blog; korporativni blog; strategije korporativnih blogova; analiza sadržaja
• Keywords (english): business to business market; B2B; B2B marketing; content marketing; blog; corporate blog; corporate blog strategies; content analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:148:657269
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-27 18:52:09