| Abstract | Digitalni marketing obuhvaća sve marketinške napore koji koriste elektronički uređaj ili internet. Tvrtke koriste digitalne kanale kao što su tražilice, društveni mediji, e-pošta i druge web stranice za povezivanje sa sadašnjim i potencijalnim kupcima. Iskusni marketinški direktor mogao bi reći da su ulazni marketing i digitalni marketing gotovo ista stvar, ali ipak postoje neke manje razlike. Iako tradicionalni marketing može postojati u tiskanim oglasima, telefonskoj komunikaciji ili fiziološkom marketingu, digitalni se marketing može pojaviti i elektronički, putem interneta. To znači da postoje brojne mogućnosti za brendove koje uključuju e-poštu, videozapise, društvene mreže ili marketinške mogućnosti na web mjestu. Digitalni marketing definira se korištenjem brojnih digitalnih taktika i kanala za povezivanje s kupcima tamo gdje provode velik dio svog vremena: na mreži. Od same web stranice do imovine internet marke tvrtke - digitalnog oglašavanja, marketinga putem e-pošte, mrežnih brošura i šire - postoji spektar taktika koje spadaju pod okrilje „digitalnog marketinga". Jedna od kompanija koja je shvatila važnost digitalnog marketinga je Amazon. U početku je Amazon.com prodavao knjige, a danas je Amazon titan e-trgovine, logistike, plaćanja, hardvera, pohrane podataka i medija. Kompanija je razvila nekoliko različitih pristupa digitalnom marketingu i stvorila strategiju kojom nastoji ostati konkurentna na tržištu online prodavačkih platformi. Njihov A9 algoritam je sustav koji Amazon koristi za odlučivanje o tome kako će se proizvodi rangirati u rezultatima pretraživanja. Razvojem Amazon Store-a, Amazon je omogućio velikim brandovima koji ga koriste da praktički stvore svoj virtualni dućan te ispričaju priču o svojem brandu i proizvodima. Krajem 2019. godine, Amazon je pustio betu verziju svojih sponzoriranih oglasa gdje koristi naslov proizvoda, slike, recenzije i drugo za generiranje oglasa koji će se prikazivati u Amazonskoj mreži. Amazon je oduvijek vjerovao u uspješnu i angažiranu zajednicu, čak i prije pojave društvenih medija. Jedan od ključnih uspjeha Amazona je promoviranje svoje kompanije i proizvoda kroz mnoštvo društvenih kanala i olakšavanje razgovora, angažmana i otkrivanja među milijunima njihovih sljedbenika. |
| Abstract (english) | Digital marketing encompasses all marketing efforts that use an electronic device or the Internet. Businesses use digital channels such as search engines, social media, email and other websites to connect with current and potential customers. An experienced marketing director might say that inbound marketing and digital marketing are almost the same thing, but there are some minor differences. Although traditional marketing may exist in print ads, telephone communications, or physiological marketing, digital marketing can also occur electronically through the Internet. This means that there are numerous opportunities for brands that include email, videos, social networks, or marketing opportunities on the site. Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to the assets of a company’s internet brand - digital advertising, email marketing, online brochures and beyond - there are a range of tactics that fall under the umbrella of “digital marketing”. One of the companies that has realized the importance of digital marketing is Amazon. At first, Amazon.com was selling books. Today, Amazon is the titan of e-commerce, logistics, payments, hardware, data storage and media. They have developed several different approaches to digital marketing and created a strategy that aims to remain competitive in the online sales platform market. Their A9 algorithm is a system used by Amazon to decide how products will rank in search results. With the development of the Amazon Store, Amazon has enabled major brands using it to virtually build their virtual store and tell the story of their brand and products. At the end of 2019, Amazon released a beta of its sponsored ads where they use product titles, images, reviews and more to generate ads to run on the Amazon network. Amazon has always believed in a thriving and engaged community, even before the advent of social media. One of Amazon's key successes is promoting itself and its products through a multitude of social channels and facilitating conversations, engagements and disclosure among millions of its followers. |
