Access restricted to higher education institution's students and staff
master's thesis
SEO and content marketing as digital marketing strategies

Deni Grofelnik (2016)
Metadata
TitleOptimizacija web tražilica i sadržaj kao strategije digitalnog marketinga
AuthorDeni Grofelnik
Mentor(s)Davorin Turkalj (thesis advisor)
Abstract
Područje optimizacije tražilica (engl. Search engine optimization, SEO) i marketinga sadržaja (content marketing) iz godine u godinu predstavlja rastuće trendove e marketinga. Zanimljiva je činjenica da su SEO i content marketing u bliskoj prošlosti smatrani za sinonime, što i ne čudi s obzirom na veliko preklapanje između njih. No, nevjerojatno brz razvoj tehnologije i posljedično e-marketinga, pretvorio je SEO i content marketing (brže od očekivanog) u odvojene pojmove. Ti pojmovi ipak i dalje postoje za isti cilj i svrhu: unapređenje web sjedišta, odnosno u konačnici ono što i jest osnovni cilj marketinga – prodaju. Jasno je kako se iz navedenog postavljaju neka ključna pitanja koja ovaj rad čine posebno zanimljivim, a to su prvom redu: koje su točno sličnosti i različitosti između SEO i content marketinga danas; kako se SEO i content marketing manifestiraju u teoriji i praksi; te što možemo očekivati u bližoj budućnosti.
KeywordsSEO optimization Content marketing e-marketing
Parallel title (English)SEO and content marketing as digital marketing strategies
Committee MembersDavorin Turkalj (committee chairperson)
Antun Biloš (committee member)
Drago Ružić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-22
Parallel abstract (English)
Area of Search Engine Optimization and Content marketing, year after year is the growing trend of e-marketing. An interesting fact is that SEO and content marketing in the recent past were considered to synonyms, which is not surprising given the strong overlap between them. But, incredibly fast development of technology and consequently emarketing, has turned the SEO and content marketing (faster than expected) in separate terms. These terms, however, continue to exist for the same purpose: to improve web sites, and consequently because of the main goal of marketing - selling. It is obviouse that some key issues make this work particularly interesting, and these are primarily questions like: what are the exact similarities and differences between SEO and content marketing today; how SEO and content marketing appears in theory and practice; and what we can expect in the near future.
Parallel keywords (Croatian)SEO optimizacija Content marketing e-marketing
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:469916
CommitterGordana Kradijan