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Strateški učinek vhodnega digitalnega marketinškega komuniciranja : diplomsko deloKarlovšek, MancaV diplomskem delu smo se posvetili konceptualizaciji digitalnega marketinškega komuniciranja ter analizi razmerja med vhodnim in izhodnim marketingom. V prvem delu zato naprej spoznamo digitalne ... kanale in digitalne medijske kanale, nato pa se z razširitvijo koncepta vhodnega marketinga posvetimo njegovim sestavinam. Preko McKinsleyjevega modela zanke razložimo nakupno pot in vedenje potrošnika skozi digitalne kanale. Namen diplomskega dela je bil namreč analizirati strategije vhodnega marketinga, in na podlagi rezultatov kampanj preko elektronske pošte pregledati in primerjati, kako kakovostna vsebina vpliva na odprtje sporočil in odjave od novic ter na dejanski nakup izdelka oziroma storitve. V raziskovalnem delu smo obravnavali strategijo in taktike vhodnega marketinga na izbranih primerih. Uspešno smo analizirali rezultate marketinga elektronske pošte in ugotovili, da ostaja veliko potencialov vhodnega digitalnega marketinga neizkoriščenih, saj se nenehno pojavljajo novi trendi. Vodstva podjetij še ne vidijo prednosti vhodnega marketinga, saj gre za dolgoročno strategijo in rezultati niso vidni takoj.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [M. Karlovšek], 2020Language - slovenianCOBISS.SI-ID - 36597085
Author
Karlovšek, Manca
Other authors
Kline, Miro
Topics
Tržno komuniciranje |
Marketing communication |
Podjetništvo |
Entrepreneurship |
Diplomska dela |
Graduate theses |
vhodni marketing |
digitalni marketing |
digitalno marketinško komuniciranje |
digitalni kanali |
optimizacija organskega iskanja |
marketing elektronske pošte |
inbound marketing |
digital marketing |
digital channels |
organic search (Search Engine Optimization) |
e-mail marketing
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Karlovšek, Manca | ![]() |
Kline, Miro | 06408 |
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