Važnost digitalnog marketinga za uspješan razvitak novoosnovanih poduzeća

master's thesis

• Title (english): The importance of digital marketing for successful development of newly established companies
• Author: Martina Marić
• Mentor: Mirko Palić (mentor); MBZ: 258071
• Committee member: Mladen Turuk (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2021-03-09, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Digitalni marketing strateški je alat za poduzeća i sastoji se od svakog pojedinačnog marketinškog napora koji tvrtka čini u digitalnom okruženju. Pod tim se podrazumijeva, naravno, svu internetsku prisutnost poduzeća. Digitalni marketing jedan je od najuzbudljivijih alata koje marketinški djelatnik može koristiti za povećanje svoje prisutnosti na mreži. Ulazni marketing, interaktivni marketing i mrežni odnosi s kupcima napori su koji spadaju pod krovni izraz „Digitalni marketing“. Internet je marketinškim rukama donio alate poput videozapisa, podcastova i kampanja putem e-pošte kako bi im pomogao da dosegnu više ljudi. Trenutno većina poduzeća već ulaže u digitalni marketing, pri čemu se veći dio njih fokusira na kanale kao što su društveni mediji (81%) ili web stranica (78%). Danas je neprisutnost na mreži loša stvar za poduzeća. Poduzeće može izgubiti puno prilika koje su dostupne samo u internetskom svijetu. Razumijevanje istoga uvelike pomaže poduzećima da shvate važnost digitalnog marketinga u poslovnoj strategiji.

Abstract (english)

Digital Marketing is a strategic tool for businesses and it consists of every single marketing effort a company makes in the digital environment. By that, we mean, of course, all of the company’s online presence. Digital Marketing is one of the most exciting tools a marketer can use to increase its presence online. Inbound Marketing, Interactive Marketing, and online Customer Relationships are all efforts that fall under the umbrella term “Digital Marketing”. The internet has brought to marketers’ hands tools such as videos, podcasts and email campaigns to help them reach more people. Right now, most companies already invest in Digital Marketing, with the bigger part of them focusing on channels such as social media (81%) or a website (78%). Today, not having an online presence is a bad deal for businesses. A company can lose a lot of opportunities that are only available in the online world. Understanding that will help a company grasp the importance of Digital Marketing in a business strategy.

• Keywords: novonastalo poduzeće; digitalni marketing; marketing strategija
• Keywords (english): start-up; digital marketing; marketing strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:927150
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-03-18 13:16:12