The influence of digital marketing on online sales

Danes vse več podjetij uporablja spletne trgovine za prodajo svojih izdelkov in storitev. Naš namen je bil odgovoriti na vprašanje, ali digitalni kanali sploh vplivajo na prodajo. Podjetja svoje izdelke ter storitve oglašujejo preko različnih digitalnih kanalov, zato je zanje ključnega pomena, da izberejo tiste, za katere mislijo, da jim bodo prinesli največji učinek. V teoretičnem delu smo opredelili ključne pojme v povezavi z digitalnim marketingom, prav tako pa smo spoznali pomembne mejnike v razvoju digitalnega marketinga. V nadaljevanju smo se srečali z digitalnim marketinškim spletom, digitalnimi kanali ter strategijami digitalnega marketinga. Seznanili smo se tudi s pojmom spletna prodaja ter njeno zgodovino. V nadaljevanju smo opredelili vrste spletne prodaje ter predstavili ključne elemente za uspešno spletno prodajo. Na kratko pa smo opisali tudi spletno prodajo v Sloveniji. Na koncu teoretičnega dela pa smo ugotavljali povezanost med digitalnim marketingom ter spletno prodajo. V raziskovalnem delu smo analizirali in primerjali odgovore, ki smo jih dobili preko intervjujev. Želeli smo ugotoviti, ali se izbrana podjetja poslužujejo digitalnega marketinga, katere digitalne kanale uporabljajo ter kakšni so učinki. Ugotovili smo, da se vsa izbrana podjetja poslužujejo digitalnega marketinga in uporabljajo podobne digitalne kanale. Pridobljene rezultate smo medsebojno primerjali in jih analizirali. Ugotovili smo, da digitalni marketing v veliki večini pripomore k povečanju prepoznavnosti blagovne znamke ter k zanimanju za izdelke, posledično pa tudi poveča spletno prodajo. Podjetja morajo dobro premisliti, koliko so pripravljena vložiti v digitalni marketing, in premišljeno izbrati prave digitalne kanale, preko katerih bodo oglaševala svoje izdelke in storitve.Today, more and more businesses use online stores for sales of their products and services. Our purpose was to answer, whether digital channels have any influence over this. Businesses advertise their products and services through various digital channels, therefore it is of key importance, that they choose the ones they think, will have the greatest effect. In the theoretical part we defined key concepts in connection to digital marketing, as well as learned about important milestones in the development of digital marketing. Further on we learned about the digital marketing mix, digital channels and strategies for digital marketing. We were familiarized with the concept of online sales and its history. Later on we defined different types of online sales and introduced key elements for successful online sales. We also briefly described online commerce in Slovenia. At the end of the theoretical part we tried to find the connection between digital marketing and online sales. In the research part of the assignment we analyzed and compared the answers, that we received in our interviews. We wanted to find out, whether our chosen businesses make use of digital marketing, which digital channels they use and their effects. We found out, that all our chosen businesses make use of digital marketing and they all use similar digital channels. Obtained results were compared and analyzed. We found, that digital marketing mostly aids in the increase of brand recognition, increased interest in products and consequentially increases online sales. Businesses must thoroughly consider, how much they are prepared to invest in digital marketing and wisely choose the correct digital channels, though which they will advertise their products and services