| Abstract | U ovom diplomskom radu daje se pregled o fotografiji i digitalnom marketingu kao i o njihovoj povezanosti te se istražuje utjecaj profesionalne fotografije u digitalnom marketingu s naglaskom na važnost vizualnog sadržaja u suvremenim marketinškim strategijama. Diplomski rad započinje uvodom u povijest fotografije i njezinih žanrova (portretna, pejzažna, sportska, reklamna, ulična, koncertna, subjektivna i apstraktna). Nadalje, dio rada posvećen je osnovnim fotografskim pojmovima poput blende, brzine zatvarača, ISO osjetljivosti, kompozicije i planova. Nabrojani i u ovom diplomskom radu opisani pojmovi od izuzetne su važnosti kako bi se razumjela kompleksnost dobivanja kvalitetne fotografije u svrhu pozitivnog utjecaja na digitalni marketing. Isto tako, naglasak je stavljen na osnovne karakteristike digitalnog marketinga, njegovog prijelaza s tradicionalnog na digitalni te prednosti i nedostatke modernih digitalnih marketinških taktika. Središnji dio rada istražuje integraciju fotografije u digitalni marketing, analizira povijest fotografije u marketinškom kontekstu i ističe snagu profesionalnih vizualnih elemenata u privlačenju i zadržavanju pažnje promatrača. Istraživački dio rada kojem je cilj istražiti utjecaj profesionalne fotografije u digitalnom marketingu uključuje hipotezu o važnosti profesionalne fotografije u digitalnom marketingu, analizu podataka i zaključak koji potvrđuje važnost profesionalne fotografije u digitalnom marketingu. Na kraju, izneseni su zaključci o ulozi profesionalne fotografije u kreiranju uspješnih digitalnih strategija. |
| Abstract (english) | This thesis provides an overview of photography and digital marketing, as well as their connection, and explores the influence of professional photography in digital marketing, with an emphasis on the importance of visual content in contemporary marketing strategies. The thesis begins with an introduction to the history of photography and its genres (portrait, landscape, sports, advertising, street, concert, subjective, and abstract). Furthermore, part of the thesis is dedicated to basic photographic concepts such as aperture, shutter speed, ISO sensitivity, composition, and shots. The concepts listed and described in this thesis are of utmost importance in understanding the complexity of obtaining quality photography for the purpose of positively influencing digital marketing. Likewise, emphasis is placed on the basic characteristics of digital marketing, its transition from traditional to digital, and the advantages and disadvantages of modern digital marketing tactics. The central part of the thesis explores the integration of photography into digital marketing, analyzes the history of photography in a marketing context, and highlights the power of professional visual elements in attracting and retaining the attention of the viewer. The research part of the work, which aims to investigate the influence of professional photography in digital marketing, includes a hypothesis about the importance of professional photography in digital marketing, data analysis and a conclusion that confirms the importance of professional photography in digital marketing. At the end, conclusions are presented about the role of professional photography in creating successful digital strategies. |
