Digital marketing in the company Relax turizem

V sodobnem svetu igra digitalni marketing pomembno vlogo v podjetjih. Ta se trudijo biti prepoznavna med konkurenco in svojim strankam nuditi karseda dobre produkte in storitve. Pri tem jim pomagajo razni digitalni kanali, kot so spletne strani, družbena omrežja in spletna oglaševanja, s katerimi lahko podjetja dosežejo ciljno publiko in povečajo svojo prodajo. Diplomsko delo smo razdelili na teoretični in empirični del. V teoretičnem delu smo s pomočjo strokovne literature raziskali in opisali osnove digitalnega marketinga, digitalne marketinške strategije ter novosti na tem področju. Prikazali smo tudi osnove tradicionalnega marketinga ter podatke uporabili za primerjavo z digitalnim marketingom. V empiričnem delu smo podrobno predstavili turistično agencijo Relax turizem ter naredili analizo trenutnega stanja digitalnega marketinga v podjetju. Opravili smo kvantitativno raziskavo, tako da smo anketirali obiskovalce podjetja, ter kvalitativno raziskavo v obliki intervjuja z direktorico marketinga podjetja Relax Turizma. Rezultate smo pregledali in jih analizirali ter s pomočjo njih odgovorili na raziskovalna vprašanja, ki smo si jih zastavili na začetku. Prav tako pa smo z rezultati raziskave oblikovali predloge za izboljšave v digitalnem marketingu v podjetju, ki bi pripomogle k povečanju povpraševanja in prodaje.In modern time, digital marketing plays an important role in companies. The companies try to be recognizable among the competition and offer their clients best products and services. To be able to do that, they have the assistance of different digital channels, such as websites, social networks and online advertising, with which the companies can reach target audience and increase their sale. We have divided this graduation thesis to theoretical and empirical part. In the theoretical part, we have explored and described the basics of the digital marketing, digital marketing strategies and innovations in this field with the help of the technical literature. We have also represented the basics of the traditional marketing and used the information for the comparison with the digital marketing. In the empirical part, we have represented the tourist agency Relax turizem in details and performed an analysis of the current state of the digital marketing within the company. We have performed a quantitative research in a manner that we have surveyed the visitors of the company and performed a qualitative research in a form of an interview with the marketing manager of the company Relax turizem. We have reviewed and analysed the results and answer the research questions we have set for ourselves in the beginning. With the help of the results of the research, we have also formed suggestions for improvements in digital marketing within the company, which would contribute to increased inquiries and sale