THE IMPACT OF DIGITAL MARKETING ON COMPANY’S BUSINESS DEVELOPMENT IN CROATIA

The topic of the thesis is to examine the effect that digital marketing techniques have on the business development of the companies in Croatia. Digital marketing consists of many different techniques and channels such as: content marketing, email marketing, SEO, social media marketing. The main purpose of all the aforementioned types of digital marketing is to attract new customers, and in turn, grow sales of the business and build brand awareness. Nowadays, to stay relevant and grow their business opportunities and also cut the cost and decrease the time consumption on marketing, most of the companies use digital marketing channels. One of the goals of the thesis is to closely explain digital marketing and its techniques and point out how it differs from traditional marketing. Also, in this thesis, the author will analyze one of the most successful digital marketing campaigns and strategies implemented by companies and organizations such as: Apple, Mercedes, Detroit Pistons. Ultimately, by conducting research, the author will try to prove that the use of digital marketing contributes to companies’ brand building, sales growth and in turn- business development. Also, this thesis will try to show that companies that do not adapt digital marketing techniques will struggle to keep up with their competition and will not be able to grow their business