SOCIAL MEDIA ADVERTISING : Graduate paper

Rapidnim razvojem informatičke tehnologije, interneta te digitalizacije, oglašavanje se danas po mnogočemu razlikuje od onoga što je bilo prije. Značajnu razliku unio je nastanak društvenih mreža, koje su nadjačale tradicionalne načine oglašavanja. Tržišta širom svijeta se suočavaju s novom stvarnošću koja postavlja potrošača u središte marketing mixa i to upravo zahvaljujući društvenim mrežama. Poduzeća su prepoznala važnost virtualne prisutnosti te su većinski dio svoga oglašavanja prebacila upravo na različite društvene platforme. Društvene mreže sadrže mnoge alate i algoritme koje samim poduzećima uvelike olakšavaju pronalazak i put do svoje ciljne skupine. Ove platforme su omogućile detaljne analize uloženog novca u oglašavanje, ali i točne statistike i karakteristike o potrošačima ili tek potencijalnim posjetiteljima koji će tek postati potrošači kada ih se sponzorirano potakne. U velikoj količini oglasa kojom su današnji potrošači bombardirani, ključnu ulogu mora odigrati sadržaj oglasa koji mora zadobiti pažnju korisnika. U ovome radu će se proučiti važnost sadržaja oglasa te kako njegovo dobro pozicioniranje dovodi do boljih dosega. Također, komparativnom metodom će se iznijeti zaključak koliku važnost imaju sponzorirani oglasi u odnosu na organske.With the rapid development of information technology, Internet and digitalization, advertising is far from what it was before. The rise of social media brought a significant difference and put traditional ways of advertising on its knees. Markets around the world are facing a new reality which puts the consumer in the center of the marketing mix and all because of social media. Companies have started to realize the importance of the virtual presence and have taken most of their advertising on different social media platforms. Social media platforms contain many tools and algorithms that make it easier for companies to find their target groups. These platforms have enabled detailed analysis of money invested in advertising, but also accurate statistics and characteristics of the consumers or potential visitors that will become consumers after being encouraged by the advertising. In the large quantity of the ads that consumers are being bombarded daily, the key should be the content that has to gain users attention. In this work we will discuss the importance of the content of the ads and how its good positioning brings it to a larger reach. Also, with the use of comparative method we will draw a conclusion about the importance of sponsored ads in the regards to the organic ones