Uloga digitalnog marketinga u promociji komunikacijskih usluga

master's thesis

• Title (english): The role of digital marketing in the promotion of communication services
• Author: Hrvoje Parlov
• Mentor: Marinko Jurčević (mentor)
• Committee member: Dragan Peraković (predsjednik povjerenstva)
• Committee member: Siniša Husnjak (član povjerenstva)
• Committee member: Ivan Grgurević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Transport and Traffic Sciences; (Independent chairs); (Chair of Transport Law and economics); Zagreb
• Defense date and country: 2017-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Traffic and Transport Technology; Postal and Telecommunications Traffic

Abstract

Uloga digitalnog marketinga u promociji komunikacijskih usluga ima za cilj i svrhu povezati ponudu i potražnju, omogućujući jednostavniju, konkretniju i učinkovitiju promociju tih usluga, koristeći pritom tehnike i kanale koje digitalni marketing nudi. Digitalni marketing usmjeren je ka kupcu, postavlja njega u središte, omogućuje opciju podešavanja ciljne skupine kroz različite metode segmentiranja tržišta, te samim time pruža mogućnost uštede resursa i novca. Potencijalnom kupcu omogućava pregled ponude i ideja iz udobnosti svog doma, a osobama odgovornim za marketing čak i rad od kuće, pogotovo ako se radi o kampanjama na danas jednom od najpopularnijih kanala, društvenim mrežama. Rezultati ankete, kao sastavni dio diplomskog rada dali su pozitivne odgovore na potrebu korištenja digitalnog marketinga u promociji usluga. Prikazali su načine razmišljanja korisnika, koja vrsta oglašavanja ih odbija od kupnje, te što misle koje su tehnike i kanali najučinkovitiji.

Abstract (english)

The role of digital marketing in promoting communication services has the goal and purpose to connect supply and demand, enabling simpler, more concrete and effective promotion of these services, using the techniques and channels that digital marketing offers. Digital marketing focuses on the customer, places him in the center, allows the option of adjusting the target group through various market segmentation methods, and thus provides the opportunity to save resources and money. A buyer can view offers and ideas from the comfort of their home, and people who are responsible for marketing can even work from home, especially if they use one of the most popular channels today, social networks. The results of the survey, as an integral part of the graduate thesis, provided positive answers to the need of using digital marketing in promotion of services. They showed ways of thinking of the user, what type of advertising refuses them to buy product, and their opinion about which techniques and channels are the most effective.

• Keywords: digitalni marketing; kanali digitalnog marketinga; tehnike digitalnog marketing; komunikacijske usluge
• Keywords (english): digital marketing; digital marketing channels; digital marketing techniques; communication services
• Language: croatian
• URN:NBN: urn:nbn:hr:119:735228
• Study programme: Title: Traffic and Transport; specializations in: Road Traffic and Transport, Railway Traffic and Transport, Water Traffic and Transport, Air Traffic and Transport, Postal Traffic, Information and Communication Traffic, Urban Traffic and Transport; Course: Information and Communication Traffic; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra inženjer/inženjerka prometa (magistar/magistra inženjer/inženjerka prometa)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2017-12-08 13:37:19