Access restricted to higher education institution's students and staff
undergraduate thesis
Internet kao komunikacijski kanal u poslovanju

Filip Rašković (2016)
Metadata
TitleInternet kao komunikacijski kanal u poslovanju
AuthorFilip Rašković
Mentor(s)Maja Lamza Maronić (thesis advisor)
Abstract
Internet s tehničkog aspekta predstavlja najveću svjetsku računalnu mrežu koja u poslovnom smislu služi kao platforma odnosno prostor koji povezuje korisnike diljem cijelog svijeta i nudi veliki potencijal za poduzeća odnosno provedbu raznih poslovnih aktivnosti bilo one suvremene ili tradicionalne. Istraživanjem u 2013. godini tvrtke su izjavile da 72% njih planira povećati sredstva za internet poslovanje te 84% da će isti koristiti za komunikaciju s tržištem. Na internetu popularan je i koncept e-trgovine, a tako i u Hrvatskoj. Takva trgovina ima prednost sklapanja ugovora na daljinu, bez fizičkog kontakta s čime olakšava poslovanje i povećava doseg na ciljano tržište. Iako iznimno efektivna i efikasna platforma, Internet ima i pokoja ograničenja. Naime, za Internet je potrebno računalo koje je nekim korisnicima još uvijek skupo, isti zahtjeva nužni mjesečni trošak telekom operatera te zahtjeva određena znanja u korištenju tehnologijama kao i izvjesnu količinu vremena kako bi se istražile sve mogućnosti istog. Internet brzo i transparentno mijenja način poslovanja te utječe na same korake u procesu kupovine. Google Inc. tako predstavlja koncept „Zero moment oftruth“ koji nalaže da bez obzira na prirodu proizvoda i samog potrošača, čak 84% kupaca provede izvjesno vrijeme istražujući o proizvodu ili usluzi te razmatrajući vlastitu kupovinu. Ta činjenica mijenja tradicionalni koncept „mentalnog modela marketinga“ te uvodi novi korak u takav proces. Kako bi poslovanje na internetu bilo moguće, korisnik/poduzeće mora pokrenuti vlastitu web stranicu, definirati ciljeve, ciljane skupine te marketing strategiju kao i načine oglašavanje na internetu. Prilikom oglašavanja, oglašivači na imaju priliko koristiti se iznimno širokom lepezom alata za oglašavanje, mjerenje posjeta i konverzije kako bi utvrdili uspjeh vlastitih kampanja oglašavanja i unaprijedili tržišnu penetraciju. Prilikom takvih postupaka postoje razne metode od kojih su dvije osnovne – „Search EngineOptimization“ i „Paid Search. Osim spomenutih oglašavanja, za praćenje raznih podataka o posjetiteljima poput posjećenosti, vremena provedenog na stranici, osobnih podataka o posjetitelju (odakle dolazi, gdje pristupa internetu) kao i o tehničkim uvjetima, korisnik/poduzeće se može koristiti alatom tvrtke Google Inc. – Google Analytisc. Osim oglašavanja na tražilicama i web-u generalno, korisnik se može oglašavati i na društvenim mrežama koje su trenutno iznimno popularan i efektivan način oglašavanja u cijelom svijetu za prihvatljive cijene.
KeywordsInternet advertising communication e-marketing web site
Committee MembersMaja Lamza Maronić (committee chairperson)
Jerko Glavaš (committee member)
Ivan Ferenčak (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za kvanititavne metode i upravljanje
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeEntrepreneurship
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-13
Parallel abstract (English)
Internet is, from the technical standpoint, the biggest computer network in the world, which in business sense serves as a platform that connects users from across the world and offers great potential for companies for traditional or modern business activities. According to a research conducted in 2013, 72% of companies is planning to increase the resources for Internet business activities and 84% believes that Internet will be used for communication with the market itself. The concept of e-commerce is very popular today, especially in Croatia. That type of commerce has an advantage of long-distance business, with no physical contact between two parties, which makes things easier and increases the reach on the targeted market. Internet itself, even though effective and useful platform, has a few limitations as well. It requires a computer, and a contract with a network operatorwhich can be expensive for many users. It also requires knowledge for using said computer. Internet quickly and transparently changes the way companies do business and impacts the classical steps of shopping. Google Inc. presented the concept of "Zero moment of truth“ which states that regardless of the product or the type of consumer, 84% of them spend a lot of time researching the product or service that they want. The conceptis changing the traditional concept of "mental model of marketing" and represents a new step in the said process. For business activities to even be possible on the Internet, user/company has to start its own web site, define their goals, targeted customers and marketing strategy as well as the ways of advertising on the internet. Advertisers have a chance to use great amount of tools for advertising, conversion rate measuring and other functions to track the success of their advertising campaigns. Best methods for those activities are SEM and Paid Search. Except the advertising itself, the company/user can use the tool called Google Analytics, created by company Google Inc. for tracking information about the visitors of the sites User/company can advertise his product/service not only through the ways mentioned above, but also through social media/networks which present very popular and effective way of advertising across the globe and offer the same at very acceptable prices.
Parallel keywords (Croatian)internet oglašavanje komunikacija e-marketing web stranica
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:145:288023
CommitterGordana Kradijan