The role and imprtance of digital marketing in the food industry: case study of Mlinar

Zahvaljujući širenju i napredovanju digitalnog marketinga, današnje industrije imaju mogućnost boljeg pozicioniranja i osiguranja veće vidljivosti na svjetskom tržištu. Prilagođavanjem novim trendovima u marketingu i oglašavanju, prehrambena industrija ulaže dodatne napore kako bi ostvarila poslovni uspjeh te kako bi se prilagodila novonastaloj globalnoj tržišnoj situaciji. Definirat će se pojam digitalnog marketinga te će se pojasniti trenutno stanje prehrambene industrije u Republici Hrvatskoj. Svrha je ukazati na nužnost primjene digitalnog marketinga i njegove tehnike u poslovanju prehrambenih industrija. Cilj ovog rada je na primjeru lanca pekari Mlinar prikazati kako digitalni marketing, s naglaskom na marketingu društvenih mreža može dovesti do boljeg povezivanja sa zajednicom te kako postojećim i potencijalnim korisnicima dati moć i osjećaj važnosti.Thanks to the expansion and advancement of digital marketing, today's industries have the opportunity to better position themselves and ensure better visibility in the global market. By adapting to new trends in marketing and advertising, food industry is making additional efforts to achieve business success and to adapt to the emerging global market situation. The concept of digital marketing and the current state of the food industry in the Republic of Croatia will be defined. The purpose of this paper is to point out the necessity of applying digital marketing and its techniques in the business of food industries. The goal of this paper is to use the example of the Mlinar bakery chain to show how digital marketing, with an emphasis on social media marketing, can lead to better connection with the community and how to give the sense of importance to existing and potential customers