| Abstract | Naglim porastom popularnosti Interneta, širenje i sveprisutna primjena društvenih mreža postali su dio svakodnevnice. Mnoštvo se korisnika, ponukani potrebama poslovne i privatne naravi, pridružuje društvenim mrežama kako bi održavali kontakte i bili u koraku s relevantnim sadržajem i suvremenom kulturom. Društvene mreže kao što su Facebook, Twitter, Google+, Instagram, Pinterest, LinkedIn, YouTube i slične omogućuju kontinuitet takvog načina života i interakcije, dok njihova ekspanzija dovodi do nezaobilaznog implementiranja marketinških strategija u svrhu promoviranja proizvoda i usluga.
Zahvaljujući pristupačnoj naravi Interneta elektronički marketing kupcima je popločio put do informacija o pojedinim poslovnim subjektima i njihovoj ponudi, kao i načinu za izravnu komunikaciju u bilo koje doba s bilo koje lokacije. S druge strane, za prodavače Internet utjelovljuje snažan alat za izgradnju odnosa sa kupcima na temelju čega se stječe uvid u interese, želje i potrebe kupaca što u konačnici uvelike ubrzava kompletan proces. S obzirom na veliku važnost i niz pogodnosti ove vrste marketinga prisutnost poslovnih subjekata na društvenim mrežama postala je neophodna.
Svojom prisutnošću na društvenim mrežama poduzeća i organizacije šire svijest o svom brendu, odnosno potencijalnim kupcima na efikasan način predočuju niz proizvoda i usluga. Također, pored generiranja interesa, društvene mreže igraju ulogu zajednica u sklopu kojih je moguća razmjena i spoznaja relevantnih i korisnih informacija o proizvodima. Neke od aktivnosti marketinga putem društvenih mreža uključuju istraživanje tržišta, razvoj proizvoda, kreiranje i provjeru ideja, unapređenje odnosa s kupcima, širenje prepoznatljivosti proizvoda ili brenda, povećanje prometa na Web stranici, povećanje/unaprjeđenje e-trgovine, te uspješno lansiranje novih proizvoda. Nadalje, ukoliko se na pravilan način iskoriste, društvene mreže mogu biti zaslužne za jačanje brenda, odanost brendu, izgradnju zajednice, jačanje autoriteta, nadmašivanje konkurencije, smanjenje troškova marketinga i analize, te bolje pozicioniranje na Web pretraživačima.
Neovisno o veličini poslovnih subjekata, prednost implementacije marketinga u sklopu profila na društvenim mrežama je evidentna. Tome svjedoči rastući broj organizacija prisutnih na spomenutim mrežama, a kroz međusobnu usporedba specifičnih parametara o poduzećima kao što su Dm i Bipa može se steći uvid u frekventnost, popularnost i učinkovitost njihovih marketinških strategija. |
| Abstract (english) | Thanks to the rapid rise in popularity of the Internet, the spread and the ubiquitous application of social networks have become a part of everyday life. Many users, driven by their business oriented and private needs, join social networks in order to maintain contact and stay informed in regards to relevant content and contemporary culture. Social networks such as Facebook, Twitter, Google+, Instagram, Pinterest, LinkedIn, YouTube and similar are responsible for the continuity of that certain way of life and interaction, while their expansion leads to the unavoidable implementation of marketing strategies for the promotion of products and services.
Thanks to the accessible nature of the Internet, electronic marketing has paved the way for consumers to access information about business entities and their offers as well as a way to communicate directly at any time regardless of their location. On the other hand, for Internet retailers, it embodies a powerful tool for customer relationship building which offers insight into interests, desires and needs of all customers which ultimately speeds up the entire process. Given the great importance and the variety of benefits of this type of marketing, the presence of business entities on social networks is essential.
With their presence on social networks businesses and organizations spread awareness of their brand and consequently present a range of products and services to their potential customers. In addition to generating interest, social networks play the role of communities in which it is possible to exchange and perceive relevant and useful product information. Some of the marketing activities through social networks include market research, product development, idea creation and improvement, customer relationship enhancement, spreading recognition of the product or brand, increase in Website traffic, e-commerce increase and a successful launch of new products. Furthermore, if used properly, social networks can be responsible for strengthening the influence of the brand, brand loyalty, community building, strengthening of authority, overcoming competition, reducing marketing and analysis costs and better positioning on Web-based search engines.
Regardless of the size of business entities, the advantage of marketing implementation within social networking profiles is evident. This is evidenced by the growing number of organizations present on those networks, and by comparing the specific parameters of companies such as Dm and Bipa one can gain insight into the frequency, popularity and efficiency of their marketing strategies. |
