THE IMPACT OF DIGITAL MARKETING ON COMPANY’S BUSINESS DEVELOPMENT IN CROATIA

master's thesis

• Author: Filip Filipović
• Mentor: Mario Spremić (mentor)
• Committee member: Ivan Strugar (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

The topic of the thesis is to examine the effect that digital marketing techniques have on the
business development of the companies in Croatia. Digital marketing consists of many different
techniques and channels such as: content marketing, email marketing, SEO, social media
marketing. The main purpose of all the aforementioned types of digital marketing is to attract new
customers, and in turn, grow sales of the business and build brand awareness. Nowadays, to stay
relevant and grow their business opportunities and also cut the cost and decrease the time
consumption on marketing, most of the companies use digital marketing channels.
One of the goals of the thesis is to closely explain digital marketing and its techniques and point
out how it differs from traditional marketing. Also, in this thesis, the author will analyze one of
the most successful digital marketing campaigns and strategies implemented by companies and
organizations such as: Apple, Mercedes, Detroit Pistons.
Ultimately, by conducting research, the author will try to prove that the use of digital marketing
contributes to companies’ brand building, sales growth and in turn- business development. Also,
this thesis will try to show that companies that do not adapt digital marketing techniques will
struggle to keep up with their competition and will not be able to grow their business.

• Keywords: Digital marketing; SEO; content marketing; social media marketing; PPC; email marketing
• Language: english
• URN:NBN: urn:nbn:hr:148:934080
• Study programme: Title: Business economics-managerial informatics; specializations in: Managerial informatics; Course: Managerial informatics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomnije (magistar/magistra ekonomnije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-22 15:18:43