| Abstract | Broj korisnika interneta u Hrvatskoj stalno raste i prema posljednjim istraživanjima kreće se oko 1,2 milijuna. Primjena internetskog marketinga u Hrvatskoj je u porastu, a razina njegove primjene razlikuje se od grane do grane. World Wide Web kao najpopularnija usluga Interneta često se naziva novim medijem. Primjeri tradicionalnog marketinga su reklame u novinama, posjetnice, billboardi, reklamni posteri, TV i radio reklame itd. S druge strane, u digitalni marketing se ubraja oglašavanje na internetu, društvenim mrežama, predstavljanje proizvoda na web stranici i niz drugih mogućnosti koje internet i digitalni kanali pružaju. Važno je napomenuti da se digitalni marketing, kao i same digitalne tehnologije, razvija konstantno i veoma brzo. Činjenica jest da bez tradicionalnog marketinga koji se razvijao desetljećima ne bi postojao ni digitalni te je zbog toga ponekad teško postaviti granicu između ova dva pojma. U ovom radu dat će se prikaz tradicionalnog i digitalnog marketinga, s posebnim naglaskom na oglašavanju na društvenoj mreži Facebook, kao najutjecajnijoj među novim tehnologijama digitalnog marketinga. |
| Abstract (english) | Number of Internet users in Croatia is constantly growing and, according to recent studies, now is around 1.2 million. The use of Internet marketing in Croatia is increasing, but the level of its application varies from branch to branch. The World Wide Web, as the most popular Internet service, is often called a new media. Examples of traditional marketing are advertisements in newspapers, business cards, billboards, advertising posters, TV and radio commercials et cetera. On the other hand, the digital marketing is one of the most popular advertising forms on the Internet, basically on social networks, presentations of products on the websites and a number of other opportunities that the Internet and the other digital channels provide. It is important to note that digital marketing, as well as digital technology itself, is developing constantly and rapidly. The fact is, without traditional marketing, which has been evolving over decades, there would be no digital marketing. Therefore, sometimes is difficult to set exact boundaries between these two types of marketing. In this paper will be revieved the traditional and digital marketing, with special emphasis on advertising on the social network Facebook, as the most influential one among the new technologies of digital marketing. |
