Advertising and sales on the Internet – Jägermeister example

Internet je postao sastavni dio života i potrebe modernog čovjeka. Pojavom globalizacije, na koju je zasigurno značajno utjecao internet, gube se prepreke granica, vremena i prostora, a svijet postaje jedna velika mreža, mreža informacija, prijatelja, poslovna mreža. Privatnim korisnicima on pruža zabavu i olakšava život, dok poslovnim subjektima predstavlja potrebu jer je postao iznimno važno sredstvo komunikacije s potrošačima, osobito zbog interaktivnosti i prednosti koje već sad ima nad tradicionalnim medijima. Broj korisnika interneta stalno raste, a njegov broj je teško procijeniti. Oglašavanje putem interneta je zadnjih godina dobilo veliku popularnost te se kao vrsta oglašavanja smatra jednom od najbrže rastućih u svijetu. Internet je omogućio da društvene mreže i društveni kontakti postaju vidljiviji. Ukoliko se kao alat koristi na pravilan način, može donijeti velike prednosti za poslovanje. Kao konkretan primjer, u radu se prikazuje način oglašavanja i prodaje alkoholnog pića Jägermeister u Hrvatskoj putem interneta, odnosno kroz digitalne kanale. Digitalno oglašavanje je odabrano kao najkorišteniji kanal promocije ovog proizvoda zbog ciljne publike, ali i ostalih prednosti koje donosi. Prikazuju se kreativni načini oglašavanja tog pića obzirom da je izravno oglašavanje jakih alkoholnih pića u Hrvatskoj zakonom zabranjeno. Jägermeister Hrvatska svoju promocijsku aktivnost odvija primarno kroz Facebook te Instagram. Na društvenim mrežama se objavljuju različite fotografije i video klipovi, a vizualni identitet je iznimno važan te mora biti privlačan ciljnoj skupini jer to u konačnici utječe na prodaju. Na društvenim mrežama se najavljuju i razne suradnje, partyji i muzička događanja koja se najčešće ostvaraju kroz Jägermeister sponzorstvo. Kao i u ostalim zemljama, i u Hrvatskoj veliku pozornost i popularnost imaju hostese Jägerettes. Cijela strategija promotivnih aktivnosti pokazala se kao vrlo uspješna kombinacija te Jägermeister u Hrvatskoj svake godine bilježi rast prodaje i popularnost brenda.Internet has become an integral part of the life and need for a modern man. With appearance of globalization, which has been certainly influenced by the internet, the barriers of time, space and borders are lost and the world becomes a huge network, network of information, friends and business. For private users, it presents fun and makes life easier. For business users it is a necessity because it presents an extremely important means of communication with customers, especially because of interaction and benefits that internet already has comparing to traditional media. The number of internet users is growing constantly, but its number is difficult to estimate. Internet advertising has gained great popularity over the last few years and it is considered as one of the fastest growing advertising platforms in the world. If used as a tool properly, it can bring great benefits to one’s business. As an example the paper presents the way Jägermeister Croatia advertises via internet and digital channels. Digital advertising has been selected as the most widely used promotion channel for this product due to the target audience, but also some other benefits it brings. As direct advertising of strong alcoholic beverages in Croatia is prohibited by law, they must use creative ways of advertising this drink. Jägermeister Croatia promotes its marketing activity primarily through Facebook and Instagram. They publish different photos and video clips through social media. Visual identity is extremely important in this case and must be appealing to the target group because it ultimately affects sales. Through social media Jägermeister also announces various collaborations, parties and music events that are mostly carried out through Jägermeister's sponsorship. As in other countries, Croatia also has hostesses named Jägerettes. They are very popular and induce great attention. The whole strategy of promotional activities proved to be a very successful combination, so consequently Jägermeister in Croatia records each year the growth in sales and popularity of the brand