Stručni rad
DIGITAL MARKETING IN THE TELECOM INDUSTRY – HT Mostar example
Ornela Leko
orcid.org/0000-0001-5595-6964
; JP HT d.d. Mostar, Kneza Branimira bb, 88 000 Mostar, Bosna i Hercegovina
Davorka Topić Stipić
orcid.org/0000-0002-1076-3322
; Filozofski fakultet Sveučilišta u Mostaru, Matice hrvatske 1, 88000 Mostar, Bosna i Hercegovina
Sažetak
Digital marketing differs in many ways from traditional marketing, and recently investments into digital marketing have exceeded investments into traditional marketing. Influence of social networks rapidly grows and goes beyond traditional communication channels. Social networks have become very important for successful business. Companies change their organization settings and business by developing digital channels of promotion and support with the aim of gaining the competitive advantage. Constant availability of customers and their prompt reaction belong to more important characteristics of digital marketing. Fast growth of using smart devices changes customers’ habits. The real importance of digital business is not in the emergence of new technologies, but in the change of customers’ behavior. Targeting represents one of the basic advantages of digital advertising and gives the opportunity for high precision in placing of advertisements to the target audience. Using of social networks allows measuring the number of visitors to the web site, their movement, preferences and habits. Companies, which recognize the importance of social networks, make great efforts in the analysis of the received data for creating tactical plans. Using the example of HT Mostar, the aim of this paper is to show movements and behavior of users in the promotional campaign through digital marketing and to determine its importance in collecting and analysis of the user data with the aim of more precise positioning of the company and more efficient using of digital marketing.
Ključne riječi
digital marketing; social networks; data analysis; digital advertising; users’ behavior
Hrčak ID:
236236
URI
Datum izdavanja:
15.3.2020.
Posjeta: 1.858 *