| Sažetak | Unatoč tome što ljudska populacija nije ljubitelj reklama i oglasa, bilo da se tu misli na oglašavanje putem televizije, radija, novina, Interneta i sl., ipak su iste sastavni dio ljudske svakodnevice. Činjenica je da se danas, gotovo svi služe barem jednom vrstom medija (televizija, radio, Internet i dr.) gdje se mogu uočiti marketinški oglasi. Nije nov podatak da marketing postoji praktički od kada i čovjek, o čemu će se govoriti nešto kasnije u radu, a poseban će fokus ovog rada biti na e-marketingu, odnosno marketingu putem društvenih mreža. Pojava i razvoj Interneta doveli su do velikih promjena kod nekadašnjeg, klasičnog načina oglašavanja, te su ujedno uvedena i neka nova pravila, a koja su usmjerena na potencijalnog potrošača više nego ikad.
Kako se tehnologija vremenom sve više i više razvijala, shodno tome je i rastao utjecaj Interneta na ponašanje korisnika, njihove kupovne navike, a posljedično i na uspjeh raznih poduzeća pri oglašavanju svojih proizvoda i usluga. E-marketing/digitalni marketing/Internet marketing, kako god da se nazove, sastoji se zapravo od upotrebe raznih vrsta tehnologije, gdje se mogu ubrojiti različiti uređaji, odnosno mediji ili kanali, kao što su to osobna/prijenosna računala, mobilni uređaji i sl., a upravo će ovaj diplomski rad posebno biti usmjeren na takvu vrstu marketinga, s posebnim osvrtom na društvene mreže i njihov utjecaj u marketinškim uspjesima ili neuspjesima. |
| Sažetak (engleski) | Despite the fact that the human population is not a fan of commercials and ads, whether it means advertising via television, radio, newspapers, the Internet, etc., they are nevertheless an integral part of human everyday life. The fact is that today, almost everyone uses at least one type of media (television, radio, Internet, etc.) where marketing ads can be seen. It is not a new fact that marketing has existed practically since the time of man, which will be discussed a little later in the paper, and the special focus of this paper will be on e-marketing, that is, marketing through social networks. The appearance and development of the Internet led to major changes in the former, classic way of advertising, and at the same time some new rules were introduced, which are aimed at the potential consumer more than ever.
As technology developed more and more over time, the influence of the Internet on the behavior of users, their buying habits, and consequently on the success of various companies in advertising their products and services grew accordingly. E-marketing/digital marketing/Internet marketing, whatever it is called, actually consists of the use of various types of technology, which can include various devices, i.e. media or channels, such as personal/laptop computers, mobile devices, etc. ., and this thesis will be specifically focused on this type of marketing, with a special focus on social networks and their influence in marketing successes or failures. |
