DIGITAL MARKETING ON THE EXAMPLE OF LIDL CROATIA

Tvrtke koje posluju u današnjem svijetu, na današnjem tržištu i s današnjim potrošačima svjesne tu toga da im uspjeh u poslovanju ovisi o tome koliko uspješno koriste digitalni marketing. Danas je gotovo sve digitalizirano i ljudi provode izuzetno puno vremena u virtualnom svijetu što znači da tvrtke, ako žele opstati na tržištu, moraju koristiti digitalne komunikacijske kanale u svrhu provođenja marketinških aktivnosti. Planiranje, provođenje i analiza aktivnosti digitalnog marketinga uvelike se razlikuju od tradicionalnih oblika marketinga, a najveća razlika je u tome što je u digitalnom marketingu komunikacija između potrošača i tvrtke interaktivna i dvosmjerna. Jedna od tvrtki koje su uspješno implementirale i provode digitalni marketing u svom poslovanju je Lidl Hrvatska. Ovaj trgovački lanac već godinama ulaže u razvoj digitalnog marketinga te kroz primjenu nekoliko vrsta digitalnog marketinga ostvaruje izvrsnu komunikaciju s potrošačima na tržištu i unaprjeđuje svoje poslovne rezultate. Usporedbom digitalnog marketinga koji provode trgovački lanci Kaufland i Konzum s digitalnim marketingom koji provodi Lidl uočilo se da Lidl koristi više vrsta digitalnog marketinga, ima puno više pratitelja te se više angažira i aktivno radi na unaprjeđenju komunikacije putem digitalnih platformi s potrošačima na tržištuCompanies that operate in today's world, in today's market and with today's consumers are aware that their success in business depends on how successfully they use digital marketing. Today, almost everything is digitized and people spend a lot of time in the virtual world, which means that companies, if they want to survive in the market, must use digital communication channels for the purpose of conducting marketing activities. The planning, implementation and analysis of digital marketing activities are very different from traditional forms of marketing, and the biggest difference is that in digital marketing, communication between consumers and companies is interactive and two-way. One of the companies that have successfully implemented and are implementing digital marketing in their business is Lidl Croatia. This retail chain has been investing in the development of digital marketing for years, and through the application of several types of digital marketing, it achieves excellent communication with consumers in the market and improves its business results. A comparison of digital marketing conducted by Kaufland and Konzum with digital marketing conducted by Lidl shows that Lidl uses more types of digital marketing, has many more followers and is more engaged and actively working to improve communication through digital platforms with consumers in the market