Online Advertising: the Case of the Online Store Afrodita Cosmetics

Danes si vsak posameznik težko predstavlja, da bi dan preživel brez mobilnega telefona, tablice ali katerekoli druge pametne naprave, ki mu omogoča povezavo do interneta. Živimo namreč v svetu, kjer digitalizacija poteka povsod. Omogoča nam novodobne kreativne rešitve in ponuja spletna orodja, ki podjetjem omogočajo, da sledijo trendom, so v koraku s časom in posledično zadovoljujejo svoje obstoječe in potencialne stranke. Splet je mesto, kjer na dnevni ravni poteka komunikacija in kjer se prenaša nepredstavljivo velik tok informacij, ki so tako za podjetja kot za uporabnike spleta ključnega pomena. Prej kot se podjetje zave ugodnosti, ki mu jih ponuja splet in z njim spletno oglaševanje, večjo konkurenčno prednost si lahko ustvari. V magistrskem delu smo predstavili spletno trgovino, njene lastnosti, prednosti in slabosti, pravne in varnostne okvire poslovanja in se v nadaljevanju osredotočili predvsem na spletno oglaševanje spletne trgovine. Opredelili smo oblike spletnega oglaševanja in pozornost namenili omrežjem, na katerih se dnevno zbira kar tretjina svetovnega prebivalstva. To so družbena omrežja, ki podjetjem omogočajo, da izdelek ali storitev, ki jo ponujajo na trgu oziroma v spletni trgovini, predstavijo na kreativen, zanimiv način. Orodja družbenih omrežij omogočajo, da lahko natančno opredelimo ciljno skupino, kateri želimo, da je oglas prikazan, prav tako pa nam nudijo merljive rezultate, na podlagi katerih se lahko podjetja strateško odločajo in snujejo nove oglaševalske kampanje. V praktičnem delu naloge smo prikazali primere oglaševalskih kampanj v spletni trgovini podjetja Kozmetika Afrodita, ki so se vršile s pomočjo družbenih omrežij in ostalih digitalnih orodij.Today, each individual finds it difficult to imagine spending a day without the mobile phone, tablet or any other smart device, which enables him to connect to the internet. Namely, we live in a world where digitalisation has taken over every aspect. It provides us with modern creative solutions and online tools, with help companies to follow trends, be up to date and consequently satisfy their existing and potential clients. The web is a place where communication takes place on a daily level and an unimaginable amount of information, which are crucial for companies and web users, is flowing. The sooner the company realizes the benefits of the web and consequently internet advertising, the greater competitive advantage it can create. In the Master’s thesis, we presented the online store, its features, advantages and weaknesses, legal and security grounds of its operations and then focused particularly on internet advertising of an online store. We defined the forms of internet advertising and gave attention to networks, which are daily the platforms of a third of the world’s population. These are so called social networks, which make it possible for companies to present the product or service, they are offering on the market or in an online store, in a creative and interesting way. Social network tools enable us to define the target group, which should be subjected to the advertisement. On the other hand they provide us with measurable results, based on which companies can make strategic decisions and plan new advertising campaigns. In the practical part of the thesis, we presented examples of advertising campaigns within the online store of the company Kozmetika Afrodita, which were carried out with the help of social media and other digital tools