THE ROLE OF DIGITAL TECHNOLOGIES IN PERSONAL MARKETING

Živimo u doba interneta i brzorastuće globalizacije. Sve nam je nadomak ruke, odnosno klika miša. Konkurentnost na tržištu je sve teže postići, a nepogodna socio-gospodarska klima ju dodatno otežava. Radni odnosi su dinamičniji i sve je veći broj ljudi koji učestalije mijenjaju poslodavca (svakih nekoliko godina, zbog stanja na tržištu) te se kreću u raznim horizontalnim smjerovima profesionalnog razvoja. Prethodno navedeno jedan je od najznačajnijih razloga ubrzanog razvoja razmjerno novog marketinškog usmjerenja – osobnog marketinga. Do sada je bilo uobičajeno da poduzeća imaju web-sjedišta, no sada je sve više fizičkih osoba, pojedinaca, koji imaju osobna web-sjedišta koja koriste isključivo za osobne potrebe. Neovisno o radnom mjestu, promoviraju svoj rad, vještine i sposobnosti na javno dostupan način. Rašireniji osobni marketing dovodi do novih prilika i mogućnosti za pojedinca koji kvalitetno može povezivati sve ključne komponente (osobno web-sjedište, društvene mreže, model osobnog razvitka). Na osobni marketing snažno je utjecao razvoj digitalnih tehnologija i interneta te je to motivacija za fokus rada. Mogućnosti ovakvog marketinga od velike su vrijednosti. Upravo se iz navedenih razloga ovaj završni rad bavi tom tematikom i pokriva spomenuta područja kroz definiranje digitalnog marketinga, prikaza razvoja i pojave osobnog marketinga te kroz analiziranje sastavnica osobnog e-marketinga i njihove metrike. Rad obrađuje i provedeno primarno istraživanje na internetskoj populaciji u Republici Hrvatskoj, a koje prikazuje mišljenje istih o utjecaju digitalnih tehnologija na njihovu privatnost i mrežnu prisutnost.We are living in Internet era and fast rising globalization. Everything is at the tips of our fingers or we can say one mouse click away. Market competitiveness is even more challenging and unfavorable socio-economic climate makes it difficult. Labor relations are dynamic and there is an increase in number of people who frequently change employers (every few years, due to market conditions) and are moving in different directions for horizontal professional development. The previously mentioned thesis is one of the most significant reason for quick development of this new marketing course – personal marketing. Until now, it was common for company to use web sites, but now more and more individuals have their own web sites which are used exclusively for their personal use. Regardless of the location of the workplace, they can promote their work, skills and abilities on a publicly available way. Widespread personal marketing leads to new opportunities for individuals who connect all the key components pragmatically (personal web site, social networks, model of personal development). Personal marketing was strongly influenced by the development of digital technology and internet which is the focus of this paper. The possibilities of this type of marketing are of great value. It is for these reasons that this final paper deals with the specific subject and covers the aforementioned area through the definition of digital marketing, presentation of the development and the emergence of personal marketing together with the component analysis of personal marketing and its metrics. The primary research analysis based on the Internet population in the Republic of Croatia is provided, which shows respondent views on the impact of digital technology on privacy and online presence