Multimedia marketing on social networks and adolescents

Rad prikazuje kako spoj multimedijalnog marketinga i društvenih mreža uvodi nove načine oglašavanja i promocije proizvoda, događaja i ljudi usmjerenog mladoj populaciji, odnosno adolescentima kao najzastupljenijim korisnicima društvenih mreža. Već spomenuti spoj multimedijalnog marketinga i društvenih mreža sa rasprostranjenošću i pokrivenošću gotovo svih područja svijeta Internetom, kao i podatak da ga u svijetu koristi preko 80% ljudi, za marketinške stručnjake postao je novi koncept oglašavanja u kojemu se ono odvija, osim klasičnim promoviranjem, i putem odgovarajućih posrednika na društvenim mrežama. Adolescenti većinu slobodnog vremena provode online, pregledavajući profile poznatih i manje poznatih utjecajnih osoba; prate gdje se kreću, što kupuju, konzumiraju, koje proizvode koriste. Osim toga, omogućena im je stalna interakcija kako sa proizvođačima, tako i sa posrednicima u trgovinskim procesima kroz koje prolaze. Oni imaju priliku javno izražavati svoje potrebe i davati smjernice za poboljšanje ukoliko smatraju da za to ima prostora. Može se reći da su kreatori svog pozitivnog kupovnog iskustva od kojeg koristi imaju i sami potrošači, a i tvrtke i posrednici koje koriste kako bi dosegnuli svoja ciljna tržišta. Primjena marketinga kroz multimediju na društvenim je platformama doprinijela stvaranju informiranih mladih potrošača koji će se razviti u zadovoljne potrošače, a na korist svih uključenih u proces.This graduate paper shows how the combination of multimedia marketing and social networks introduce new ways of advertising and promoting products, events and people oriented to the young population or adolescents as the most widely used social network users. Previously mentioned combination of multimedia marketing and social networks with the widespread and coverage of almost all areas of the worldwide Internet, as well as the fact that it’s used by 80% of people, for marketing experts has become a new concept of advertising in which it takes place, apart from classical promotion, and through appropriate social media intermediaries. Adolescents spend most of their free time online, reviewing profiles of known and lesser known influential people; They follow where they move, what they buy, consume, what products they use. In addition, they are enabled with constant interaction with both producers and intermediaries in the trade processes they pass through. They have the opportunity to publicly express their needs and provide guidance for improvement if they feel that there is space for this. It can be said that the creators of their positive purchasing experience they are benefited from are consumers themselves, as well as companies and intermediaries they use to reach their target markets. The application of marketing through multimedia on social platforms contributed to the creation of informed young consumers who will develop into satisfied consumers, and to the benefit of all involved in the process