undergraduate thesis
Marketing sadržaja - analiza web stranica 25 najuspješnijih poduzeća u RH

Renato Vuk (2016)
University North
University centre Koprivnica
Department of Business and Management
Metadata
TitleMarketing sadržaja - analiza web stranica 25 najuspješnijih poduzeća u RH
AuthorRenato Vuk
Mentor(s)Igor Klopotan (thesis advisor)
Abstract
Internet marketingom postupno se istiskuje, odnosno gubi na važnosti tradicionalan oblik marketinga. Različite platforme i načini na koje se može komunicirati polako preuzimaju suvremeni svijet u kojem vlada tehnologija. Usporedno s razvojem tehnologije razvijaju se i tehnike marketinga. Na internetu postoji velik broj različitih tehnika marketinga kojima smo svakodnevno izloženi, poput marketinga na društvenim mrežama, optimizacije web stranica za tražilice, oglašavanja na različitim web stranicama, e mail marketinga, marketinga sadržaja i sl. Svaka od tih tehnika nosi određenu dozu važnosti za poduzeće, a u poslovanju se jedna na drugu i nadovezuju. Jedna od tehnika koja se probija među najvažnije jest marketing sadržaja. Sadržaj se dijeli putem svih platformi i on je zapravo temelj marketinga. No, svaki oblik sadržaja nije ujedno i zanimljiv i od velike važnosti za korisnika, a upravo će komunikacija relevantnog sadržaja poduzeću stvoriti bazu lojalnih korisnika koji će se sami vraćati u potrazi za novostima i dodatnim informacijama o poduzeću. Među najuspješnije oblike marketinga sadržaja ubrajaju se blog te marketing na društvenim mrežama, a sav je sadržaj na jednom mjestu moguće objediniti službenom web stranicom nekog poduzeća. Iz tog razloga većina poduzeća nastoji kvalitetan sadržaj sa krajnjim korisnicima komunicirati putem službenih web stranica, a u sklopu rada provedeno je i istraživanje kojim je analizirana upotreba marketinga sadržaja, odnosno sadržaj web stranica za 25 od 100 poduzeća s najvećom ostvarenom dobiti u Republici Hrvatskoj za 2014. godinu.
Keywordsmarketing internet content technology social media website
Committee MembersKrešimir Buntak (committee chairperson)
Igor Klopotan (committee member)
Ivana Martinčević (committee member)
GranterUniversity North
Lower level organizational unitsUniversity centre Koprivnica
Department of Business and Management
PlaceKoprivnica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Organization and Management
Study programme typeprofessional
Study levelundergraduate
Study programmeBusiness and Management in the Media
Academic title abbreviationbacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-29
Parallel abstract (English)
Internet marketing gradually makes the traditional form of marketing lose it's importance. Different platforms and new ways in which people can communicate slowly take over the world which is ruled by technology. Development of technology is followed by a delevopment of marketing techniques. There's a number of various marketing techniques on the internet which we are daily exposed to, such as social media marketing, search engine optimization, advertising on various web sites, e - mail marketing, content marketing etc. Each of these techniques carries a degree of importance for a company and in business they are often used as combined. One technique that comes as the most important one is content marketing. Content is the foundation of marketing and it's shared through all platforms. However, not every form of content is interesting and relevant for the consumer and it's relevant content that will help a company to create a base of loyal users who will themselves come back in search of news and additional information about the company. The most successful forms of content marketing include blog and social media marketing, but all forms of content can be found at one place the official website of the company. For that reason, most companies communicate content throught their websites, giving quality content to consumers at one place. Conducted research, which is a part of this thesis, shows the use of content marketing through the website for 25 out of 100 selected companies with highest profit in Croatia in 2014.
Parallel keywords (Croatian)marketing internet sadržaj tehnologija društvene mreže web stranica
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:122:370860
CommitterMario Kolar