Title Sadržajni marketing Title (english) Content Marketing Author Kristina Blažeković Mentor Erik Ružić (mentor)Committee member Dragan Benazić (predsjednik povjerenstva)Committee member Erik Ružić (član povjerenstva)Committee member Ariana Nefat (član povjerenstva)Granter University of Pula Defense date and country 2020-09-03, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Ovim radom na temu sadržajni marketing nastoji se obuhvatiti teorijski aspekt s praktičnim djelom. Teorijski aspekt nastoji definirati marketing, te kako je došlo do sadržajnog marketinga, digitalnog i kako se sadržajni marketing dijeli. Isto tako, spominje se bitnost optimizacije internetskih stranica (engl. SEO) za tražilice, namjera pretraživanja, te njena podjela. Ovaj završni rad se najviše referira na blog, navodi se što bi trebao sadržavati, kako bi trebao izgledati, te od čega se sastoji. U praktičnom djelu spominje se poduzeće Markething d.o.o. obrt za promidžbu. U radu su prikazani primjeri jednog njihovog bloga, te analitika istog (koliko se dugo korisnici zadržavaju na blogu, koliko je korisnika otvorilo blog...). Isto tako, prikazana je Facebook objava za navedeni blog, te analitika istog (koliki je doseg, koliko je korisnika kliknulo na priloženi link...). Pošto se na praksi Markethinga d.o.o. nije doticala elektronička pošta (engl. Newsletter), u radu se prikazuje na primjeru Namještaja Mima d.o.o.. Navodi kako bi trebao izgledati Newsletter, koliko treba sadržavati teksta, slika, ključnih riječi i koliko zapravo takva pošta mora biti jednostavna, a istovremeno oku ugodna. Na kraju ovog završnog rada nastoji se objasniti kako je sva teorija pretočena i izražena na primjeru Makethinga d.o.o., te koliko je zapravo bitno ulaganje u sadržajni marketing i optimizaciju, jer na kraju krajeva bez marketinga nema prodaje.
Abstract (english) This paper on the topic of content marketing strive to include the theoretical aspect with the practical work. The theoretical aspect seeks to define marketing, and how content marketing came about, digital and how content marketing is divided. It also mentions the importance of search engine optimization (SEO) for search engines, the intention of search, and its division. This final paper mostly refers to the blog, stating what it should contain, how it should look like, and what it consists of. In the practical part, the company Markething d.o.o. is mentioned, advertising trades. The paper presents examples of one of their blogs, and analytics of the same (how long users stay on the blog, how many users have opened the blog...). Also, a Facebook post for the mentioned blog was shown, as well as analytics of the same (reach, how many users clicked on the attached link...). Since in the practice of Marketing d.o.o. did not touch the e-mail (English Newsletter), the paper shows the example of Namještaj Mima d.o.o. At the end of this final paper, it's trying to explain how all the theory is translated and expressed on the example of Makething d.o.o., and how important it is to invest in content marketing and optimization, because in the end without marketing there is no sales.
Keywords
marketing
sadržajni marketing
optimizacija
namjera pretraživanja
Keywords (english)
marketing
content marketing
optimization
search intent
Language croatian URN:NBN urn:nbn:hr:137:969840 Study programme Title: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2020-09-05 07:30:37
