Analysis of the effectiveness of internet marketing on the example of a selected company

Internet je medij koji unosi korjenite promjene u prirodu međunarodnog marketinga. Internet postaje tehnološka platforma suvremenog društva koja omogućava eliminiranje prostornih i vremenskih barijera u komunikaciji, povećava stupanj interaktivnosti između ponuđača i potrošača u međunarodnom okruženju te na taj način promiče razvoj međunarodnog poslovanja. Stoga, internet je važan prodajni i promotivni kanal u međunarodnom marketingu koji se realizira putem web-stranica, e-maila, SEO kampanja, marketinga na društvenim mrežama, sadržajnog marketinga i dr. U međunarodnom je okruženju od posebnog značaja uvažavati jezične, društvene i kulturološke različitosti pojedinih stranih tržišta na koja je usmjerena internet-marketinška komunikacija. Suvremeni poslovni subjekti svjesni su brzih promjena u okruženju internet-marketinga i potrebe da se kontinuirano prilagođavaju novonastalim trendovima pa je u radu prikazana analiza učinkovitosti internet-marketinga u međunarodnom okruženju na primjeru tvrtke Elda d.o.o. Glavni rezultat rada pokazuje da je učinkovitost internetskog marketinga u međunarodnom okruženju ovisna o adaptivnosti i fleksibilnosti poduzeća u primjeni novih, sofisticiranih tehničko-tehnoloških rješenja kojima se omogućava uspješnije zadovoljavanje potreba, želja i preferencija potrošača u međunarodnom okruženju.The Internet is a medium that has been introducing radical changes to the nature of international marketing. The Internet is becoming the leading technology platform of modern society that provides for the removal of spatial and time barriers in communication, increases the level of interaction between suppliers and consumers in an international environment and thus promotes the development of international business. It is, therefore, an important sales and promotional channel in international marketing, which is implemented through websites, emails, SEO campaigns, social media marketing, content marketing etc. In the international environment, it is very important to take into account linguistic, social and cultural diversity of individual foreign markets which the internet marketing communication is targeting. Modern businesses are aware of rapidly evolving changes in the field of Internet marketing and the need to adapt to new trends. Therefore, this paper analyses the effectiveness of Internet marketing in an international environment on the example of the company Elda Ltd. The key result of the paper shows that the effectiveness of Internet marketing in an international environment depends on the adaptability and flexibility of the company in the application of new, sophisticated technical solutions which enable the successful fulfilment of the needs, wants and preferences of consumers in the international environment