Digital marketing in hospitality industry

Kao što je vidljivo na mnogo primjera, svaka priča o marketingu u 21. stoljeću počinje riječju digitalno. U ovom će radu fokus primarno biti stavljen upravo na digitalni marketing, no kao što svaka stranica ima dva lica, tako i pojam digitalnog marketinga prvenstveno moramo razložiti na dva pojma: „digitalni” i „marketing”. Marketing je proces organiziranja i realiziranja novih ideja, proizvoda i usluga, promocije i distribucije, kako bi se obavila razmjena koja ispunjava ciljeve pojedinca i organizacije. Zbog pojave interneta i novih medija, dolazi do velike promjene u komunikacijskoj paradigmi 21. stoljeća. Svijet postaje „globalno selo”, a komunicirati je nikad lakše. Zbog te olakšane komunikacije u online okruženju i velikog broja ljudi koji svakodnevno koriste internet, otvara se veliki prostor za mogućnost oglašavanja proizvoda ili usluga putem interneta. Tu u priču ulazi digitalni marketing (e-marketing) koji uzima elemente tradicionalnog marketinga koji je korišten u tradicionalnim medijima i u njih ubacuje dozu „digitalnog”. Tako nastaju različite i bezbrojne digitalne strategije, marketing miksevi i marketing tehnike pomoću kojih poduzetnici privlače potencijalne korisnike u online okruženju. Kako se u 21. stoljeću većina komunikacije prebacuje na mobilne uređaje, kao najvažniji oblik marketinga navodi se mobilni marketing. Spajanjem mobilnog marketinga i društvenih mreža dobiva se moćan alat koji željenu poruku do krajnjeg korisnika može prenijeti u svakoj sekundi. Kako mobilni marketing i društvene mreže možemo iskoristiti u kontekstu ugostiteljstva i kako pomoću njih možemo povećati prodaju ili privući potencijalne korisnike, prikazali smo analizom sadržaja na primjeru Franz Koch night cluba.In the 21st century, as seen in many examples, every story of marketing begins with the word "digital". In this paper, the focus will primarily be placed on digital marketing (the so-called “e-marketing”), but as each page has two sides, the concept of digital marketing should be explained with two terms: “digital” and “marketing”. Marketing is a process of planning and implementing the creation of ideas, products and services, determining their prices, promotion and distribution, in order to make the exchange that satisfies the goals of the individual and the organization. Because of the emergence of the Internet and new media there is a major change in the communication paradigm of the 21st century. The world is becoming a global village, and it has never been easier to communicate. Due to facilitated communication in the online environment and large masses of people who use the internet every day, there is a great possibility of advertising products or services through the Internet. This is the story where digital marketing (e-marketing) takes elements of traditional marketing used in traditional media and inserts a dose of “digital” into them. This is how various and countless digital strategies, marketing mixes and marketing techniques are created, by which entrepreneurs attract potential users in an online environment. Considering that in 21. century most of the communication switched to mobile devices, the most important form of marketing is cited - mobile marketing. Combining mobile marketing and social media provides a powerful tool that can convey the desired message to the end user at any second. How we can use online marketing and social networks in the context of the hospitality industry and how we can use them to increase sales or attract potential users is shown by analyzing content on the example of Franz Koch night club