Responsive web design and mobile applications as a necessity of Internet marketing

Ovaj rad ima za cilj prikazati koliki značaj u povećanju efikasnosti i efektivnosti internetskog marketinga ima korištenje responzivnog (prilagodljivog) web dizajna te mobilnih aplikacija. Rad započinje teorijskim osvrtom na sam pojam responzivnog web dizajna i internetskog marketinga, povijesnim razvojem kako internetskog marketinga tako i razvoj responzivnog dizajna koji svoje začetke ima upravo u rastu korištenje mobilnih uređaja. Mobilne aplikacije pružaju korisnicima mnogobrojne i raznovrsne informacije te ih trajno vežu uz poslovni subjekt i potiču na kupovinu. One istovremeno i promoviraju poslovni subjekt te mu, u konačnici, povećavaju dobit. U konačnici, u radu istaknuta je nedvojbena ovisnost uspjeha internetskog marketinga, responzivnog dizajna web sjedišta kao i plasiranje mobilne aplikacije koja prati djelovanje tvrtke. Ova ovisnost prikazana je kroz primjer uspjeha marketinga trgovačkog lanca KONZUM , koji posjeduje implementiran responzivni web dizajn te mobilnu aplikaciju koju koriste kao produžen kanal oglašavanja i zadržavanja kupaca.The purpose of this paper is to show how much importance in increasing efficiency and effectiveness of Internet marketing has the use of responsive (customizable) web design and mobile applications. Work begins with a theoretical review of the concept of responsive web design and internet marketing, the historical development of internet marketing and the development of responsive design that has just begun to use mobile devices. Mobile applications provide users with a wide variety of information and connect them permanently to a business entity and encourage them to buy. They simultaneously promote a business entity and ultimately increase profits. Ultimately, the article emphasizes the undoubted dependence on Internet marketing success, responsive Web site design, and the placement of a mobile application that accompanies the company's operations. This dependency is demonstrated through an example of the marketing success of the KONZUM retail chain, which has implemented responsive web design and mobile application used as an extended channel for advertising and customer retention