Korištenje digitalnog marketinga kao sredstva unapređenja prodaje i promoviranja odabranog obiteljskog poduzeća

Pojava interneta i digitalnih tehnologija u potpunosti je promijenila marketinški krajolik, koji je danas složeniji i uzbudljiviji nego ikad. Novi alati i platforme digitalnog marketinga, osobito na području društvenih mreža, niču gotovo svakodnevno, čineći marketinško tržište izuzetno dinamičnim te u njemu uspijevaju samo oni koji su spremni stalno se prilagođavati trendovima. Primarni cilj ovog rada bio je istražiti kako korištenje digitalnog marketinga može unaprijediti poslovanje i prodaju pekarnice Vikend. Podaci koji su u radu izneseni dobiveni su samostalnom analizom društvenih mreža pekarnice vikend, kao i rezultatima ankete koja je provedena u svrhu rada.The emergence of the Internet and digital technologies completely changed the marketing landscape, which today is more complex and more exciting than ever. New tools and platforms of digital marketing, especially those in the field of social networks, are emerging almost on daily basis creating an extremely dynamic market, and only those who are ready to constantly adapt to new trends succeed in it. The primary goal of this paper was to explore how the use of digital marketing can improve the business and sales of Vikend Bakery. The data presented in the paper were obtained by an independent analysis of the social networks of the bakery Vikend as well as the results of a survey conducted for the purpose of the work